Mad 4 Blog

Leave it to the fashion crowd to stay on the cutting-edge of social media marketing—and making up new words to help them sound especially superlative and chic.

This past month, Women’s Wear Daily featured an article about the upcoming expansion of the “edvertorial.” Unlike an advertorial, which is an ad that’s framed to look like editorial content, the edvertorial is editorial content with a branded slant so that raising awareness of an individual, product or service can actually constitute as advertising. And now, they’re bringing it more and more to the realm of social media marketing.

Naturally, this is nothing especially new—but the way that it’s being done and how it will be done in the near future is what’s exciting this booming industry. The more that social media opens channels of communications between brands and buyers, the more opportunity there is to promote brands in a personal, relatable and accessible way. By providing the same informed and informative content as always, but with the aim of better positioning the image of a professional or company, the edvertorial blurs the lines between endorsement and edification.

As the article points out, what helps this content stand apart in the expansive arena of social media is that it can be considered more “trustworthy” by readers, which can turn into lucrative legitimization for the businesses featured. And what’s most important, according to Bernd Schmidt of Columbia Business School’s Center on Global Brand Leadership, is that it’s not being forced upon consumers in any marked way; social media actually allows them to opt in and explore the content on their own terms along with all of the rest of their social media exposure–and it provides them with more valued and unbiased content than most advertising, as well. As Schmidt says, “Everybody gains.”

But does edvertorializing (see, we can make up words too!) step on the toes of traditional advertising efforts in the fashion realm? Not according to Ralph Lauren’s executive vice president of advertising, marketing and corporate communications, who says that they’re entirely separate entities in the ways they engage the audience as well as the type of reader they’re connecting with, explaining that online offers more dynamic possibilities for engaging with consumers and familiarizing them with a brand—while single-page print ads still have a strong sway with target audiences who are probably likely to convert to customers. At M4M, we’re merely wondering how long it will take David Lauren (any relation?) to add “edvertorialing” to that impressively lengthy professional title.

The bottom line is that the fashion industry is, like most of us, seeking ways to more quickly and efficiently make connections with online audiences and provide them with the information and motivation to make smart, guided purchasing decisions. It’s more than the immediate sale (although social media does also make this more advantageous with the use of hyperlinks and e-commerce). It’s about forming relationships, boosting brand recognition and exploring the newest frontiers of social media so that you don’t get left in the dust while the world surges forward. One thing to keep in mind, reminds a Donna Karen consultant quoted in the WWD report, is that staying transparent is the best way to exceed when merging advertising and editorial content through social media.

Retailers are increasingly taking great advantage of the phenomenon known as the pop-up shop. Much like traveling carnivals of yore, these easy-come-easy-go businesses make a fast buck by setting up in a temporary location with a limited amount of wares and testing the water so see how the area responds to their presence—and how much profit’s in it. And then, once they’ve taken what they can from their space, they pack up and go, leaving behind only a flurry of nostalgia, expired advertisements and packing peanuts.

Once dominated by seasonal setups—such as Halloween costume shops and Christmas-themed boutiques—the pop-up shop has been recently exhibiting high-end fashion apparel. New York City’s SoHo, for example, has seen an onset of pop-up fashion stores introducing known brands as well as undiscovered start-ups to the mainstream. Similarly, the Hamptons are expecting a flood of stands to show up out of nowhere come summer, targeting the vacation crowd and then heading back to the city by Labor Day. In both cases, small businesses can get a taste of the big-time for a flat investment; established brands can follow the money all year round—saying so-long to the notion of an “off” season.

In 2011, you can expect to see an even greater presence of pop-ups. This not only benefits the retailer, who can try out a location before committing to a long-term lease, it also benefits the property owner who might otherwise have been looking at a long-vacant storefront thanks to the economic climate. It also serves the community, who can get a taste of new wares and exotic flavors; small-business owners are able to experiment, bringing new life and energy to a locale without too much at stake. Pop-up stores mean that when there’s a strong demand for a certain product, it can be answered quickly, even if the crowd is unpredictable and the product’s fad is likely to fade within a few fiscal quarters.

The best part about this, however, for the retailers themselves, is the fact that a short-term existence means a fantastic opportunity to generate buzz. Locals strive to visit the shop before its expiration date so that they can become a part of the location’s history and see something that their friends who stop by next month may not get to experience. Marketers bank on the sense of excitement and elitism that accompanies any limited-time-only offer. At the end of this the pop-up shop’s stay, there’s also often a second chance to make a big splash by marking down products and creating final or fire sales.

Although pop-up stores have been popularized by apparel and accessory merchandisers in 2010, this year’s forecasts have shown that other industries are seeking to bank on the tactic as well. For example, pop-up bakeries and cafes are sure to be seen nationwide, catching on to the tailwind of the mobile food truck phase. It seems to be a matter of acknowledging the transitory nature of consumers, addressing their short attention spans and proclivity to ditch what’s known in favor of the next best thing. And that’s more than a matter of being trendy–it’s just another case of plain old smart marketing.

Last week we talked about the onset of the MyCast movement, which trendcaster Marian Salzman predicts will continue to flood and change the realm of social media. MyCasting–which loosely refers to an individual independently publishing on the Web (forum posts, comments, tweets, blogs or so forth)–stands poised to compete with credible outlets, newscasts, expert analysis and even advertising in 2011—and onward.

So how can you take advantage of MyCasting?

To begin with, by paying attention to it. It would be detrimental to ignore a population of loud voices making demands from a product or service that your company’s providing. The public in general is now high on the sense of entitlement that comes from being given a soapbox–the Web. Not just any forum, but one through which the squeakiest wheel, rather than the brightest bulb, gets the most attention. They expect to be taken into consideration if not directly engaged with. And when in unanimity, they don’t expect to be denied.

Not only is this group obviously within your audience sphere, they’re also a powerful and vocal force. Imagine just as much power getting behind your company in terms of support and approval rather than requests and complaints? It would be an unmatchable tool to reach others within your demographic, much like cutting out the middleman in viral marketing. You don’t even have to do the work; they will create the content and they will spread it around.

Second of all, you can control it. You can put marketing dollars toward creating a space for individuals to come share their thoughts and be acknowledged. Create a conversation on YouTube. Set up a thread on your website. This gives you control over the feedback of the masses, whether positive or negative, by giving them an arena that’s easy to monitor and interact with. You also want to try and track and measure the tides–that way, you can start compositing analytics that will give you a leg up on your next campaign.

Last but not least, embrace it. Join social media sites. Jump into conversations. Make a YouTube blog with cameos from your co-workers. Joe Smith doesn’t want to talk to Mr. CEO. He didn’t start expressing his feelings online because he wanted to go unnoticed or argue with a robot. He wants to talk to a real person who is hearing his concerns and relating to them.

You can create personable and down-to-earth content that talks back into the void, replying to tweets and engaging in comment threads. You don’t just have to talk about your profession, offer expertise or reassure people that their business is very important to you. Ask how they’re doing, talk about your dog and get to know them. Because that’s what it’s all about—everyone meeting on the same equal level and meeting eye to eye to address a common interest (which might just be your business). And once you get the hang of it and begin to acknowledge the power, prevalence and authority of MyCasting, you can harness it for your own benefit.

Here’s a good buzzword to add to your 2011 vocab: MyCasting. Professional trendcaster and futurist Marian Salzman uses the phrase to refer to an individual utilizing social media and the vast reach of the Internet to publish and promote his or her thoughts to the world, unsolicited. That’s any media posted online by non-professionals–any statement, anecdote or opinion posted via text or video on a message board, blog post, Facebook fan page or YouTube channel. Clearly, it’s an epidemic. And Salzman frequently states with great earnest that it’s only expected to become more prevalent in upcoming years—in ways we haven’t even imagined yet.

What does that mean for marketing?

Well it means that the roar of individual, novice, self-published voices will be thundering just as loudly as any specialist’s, politician’s or—yes, any marketer’s. Whatever comes fastest or is presented in the most dramatic way often takes precedence over the messages being put into the world with insight or purpose. Because the greatest equalizer, for better or worse, is the World Wide Web.

Although a professional organization or news outlet may be given more trust and credibility than an amateur’s website, the combined din of the masses often overshadows the more focused–and often, less timely–broadcasts from more reputable resources. In fact, it’s not always about choice, it’s about availability. For the most part, people rarely seek out information on the Web–increasingly, it comes to them. People spot info on content aggregates, such as Google Reader. Because these are often the medium by which we interact with our content, it means that a teenager’s tweets about Twilight are weighed equally in your feed with a pundit’s posts about public policy. Or, to compare apples to apples, it means you might hear about the latest earthquake from your aunt’s e-blast before Weather.com gets around to posting an official natural disaster report.

So is this a good thing or a bad thing? Even Marian Salzman can’t see far enough into the future to figure that one out. Ostensibly, how we use and view social media is turning on its head–and those who choose to look ahead will be best positioned to excel. What can you do to utilize this growing sphere of influence? Check back next week to find out.

First and foremost, Happy New Year! It’s officially 2011, time for fresh starts and resolutions to meet all-new goals. As a small business that managed to thrive in last year’s continuously challenging economy, we like to think that a positive mindset and good attitude are essential–and that with these two things in place, a person (or company!) can accomplish limitless achievements.

With that in mind, here are some of the marketing and personal resolutions shared by for those of us at Mad 4 Marketing:

Chris Madsen, Founder/CEO:

• Marketing Resolution: Use social media to network–but don’t forget the importance of in-person contact.
• Personal Resolution: “Find balance.”

Elyse Taylor, Vice President:

• Marketing Resolution: Really make use of those Linked In connections. Stay in touch!
• Personal Resolution: “Spend enough time at home so I don’t have to re-introduce myself to my cats every day.”

Jennifer Stillson, Account Manager:

• Marketing Resolution: Attend more networking events!
• Personal Resolution: “Find time to start exercising regularly.”

Chelimar Miranda, Account Manager:

• Marketing Resolution: Get on Twitter; if you’re already on it, then really make use of it and tweet regularly.
• Personal Resolution: “Eat more fresh fruits & vegetables.”

Sylvain Eudes, Graphic Artist:

• Marketing Resolution: Learn HTML 5.
• Personal Resolution: “Be more awesome.”

Debbie Strong, Human Resources:

• Marketing Resolution: Be kind and pay attention to everyone you meet in business; you never know when you’ll bump into them or work with them down the line.
• Personal Resolution: “When we tend to feel sorry about ourselves, always know that there is someone worse off & less fortunate.”

We sincerely wish you the best in achieving–or surpassing–all of your aspirations in 2011.