Mad 4 Blog

This month, the controversial negative-reinforcement advertising campaign to help smokers quit took one of its biggest steps: Labels promoting graphic, gross images depicting the health repercussions of tobacco have been selected to run on all cigarette packages going forward. Cigarette companies must have one of these nine labels on their packages by October 2012 or can be slapped with steep fines as well as other penalties.

Pictures include a tar-riddled, cancer-lacerated mouth, a sick infant and a post-autopsy corpse. They signify not only a dramatic federal enforcement of health advocacy and education, but represent the biggest reform to warning labels in several decades (the Surgeon General tag was ordered in 1984).

The Food and Drug Administration gained the power to mandate such warning labels in 2009 (they were deemed not in violation of freedom of speech or marketing laws), and sample images were sent out for surveys (of more than 18,000 participants) and public response (1,700 comments) before the final nine were selected to represent a cross-section of demographics and speak to groups with various interests in and histories of smoking. Pictures ruled out of the original lineup include a tagged toe at the morgue and a mother blowing smoke toward her child.

According to The Wall Street Journal, these images must be printed on the top half of cigarette packages and occupy 20% of advertising space; all labels must also provide a toll-free phone number where smokers can solicit advice and support about how to quit cigarettes.
That being said, the effectiveness of these labels has not been entirely conclusive. Although a quarter of smokers said the labels could change how they think about quitting, the biggest boon could be that more individuals will become aware of the health complications regardless of their final, personal choices. An official quote states that upward of 200,000 current and potential smokers should be affected in the first year.

What do you think about the potential effectiveness of anti-smoking graphics on cigarette packages? Is negative reinforcement a strong motivator or a fear tactic?

Last week, we talked about three important rules for interacting socially at business events. But what about when you’re ready to get the job done – that is, exchanging information, talking about your brand and bringing home the ROI for the reputation you earned by engaging properly and being on your best behavior? You may be handing out resumes, key chains or info packets, but no matter what – you’ve got a job to do. Here’s how to pass along your info without being pushy or unprofessional:

4. Make concrete plans. If you speak to someone who might make a perfect pairing for you or your company, don’t just say you’ll be in touch. Tell them that you’ll send an e-mail that evening or call their office on Monday – and then actually do it. Setting and meeting concrete goals is an often-overlooked, easy way to establish yourself as a trustworthy individual who would be good to work with. When reaching out, be sure to reference where and when you met that person, as well as something you spoke about. It may also be a good idea to connect through LinkedIn or Facebook, where your personal image or company logo will accompany your message, making it simple for them to remember you from a crowd of new names and faces at your networking event. And …

5. Always be prepared. The worst thing that can possibly happen is to be asked for your business card or promotional materials and not have anything on hand. No, it won’t simply due to rattle off your company’s website and hope that they remember; it’s not even good enough to exchange e-mail addresses or digits. A physical reminder of your meeting is an important part of carving your niche. So even if you’re just running down the ice machine, you might want to have a card or brochure in your pocket. Similarly …

6. Know your key messages by heart. Yes, you need to have a few sound bites memorized about your position as well as the business at large. These can be short phrases or even fun facts; just be genuine when delivering them so that they don’t make you seem corny or insincere. Polish up that elevator speech so that you can explain what you do in a concise and interesting way. You will be asked questions about your company – and even if you answer four correctly, your audience is more likely to remember the fifth that you didn’t know. Brush up on your company’s history and timeline, as well as the background of any key players, past and present. Know your numbers and, most importantly, understand your aims and objectives so that you can accurately convey them to people who may be able to help you achieve them.

Know any other tips and tricks we should share? Leave a comment or Contact Us.

Summer’s a popular season for conventions, trade shows, seminars and meet-and-greets. All of these are wonderful opportunities to get to know your industry peers, potential clients – and yes, even competitors. You may be an individual who’s looking for a new job, a professional trying to promote your business or simply building up your Rolodex – but whatever your agenda may be, you need to know the etiquette of networking before you breach the many hotel lounges, convention halls and conference rooms that await you. This week and next week, learn top tips when it comes to mixing work and play:

1. Remain the face of your company and brand. It may be after hours, but you’re still John Smith from Company A even when you’re down at the continental breakfast or waiting for a taxi. When you’re traveling for a business event – either downtown or across the country – you must remain somewhat in character at all times. This is especially important when you’re traveling alone and have to singularly represent your entire business. People will notice your persistent professional demeanor and appreciate that you’re not just putting on a face when you’re inside the event’s walls. However …

2. Putting business first can be a put-off. Many events emphasize the social aspect of networking events and conferences. That’s why there’s usually a cocktail hour or “fun” element to the evening, weekend or – yikes – week. Even in your best suit, you’re supposed to be friendly and relaxed – but don’t worry, everyone knows that everyone is there with an agenda. It’s simply an elephant in the room that doesn’t need to be addressed the minute you’re shaking someone’s hand. Focus on learning names, being pleasant and conveying a memorable sense of your personality. You can always exchange information and be in touch later about the nitty-gritty work details. If they liked your presence and attitude, they will be much more likely to remember you and respond to your e-mail than if you have a straight-down-to-business attitude and state your purpose from the outset. That being said …

3. Adhere to a two-drink maximum. Even if you sense that your colleagues want to party all night with you, they will respect you more if you cut yourself off after a few drinks. It’s important not only for that night but for the next day, too, if you have full account of your faculties and are able to communicate well. This doesn’t mean not to have any fun; but nursing two drinks as you network is a smart idea that can speak highly of your commitment to success. Plus, you’ll be up bright and early to get a head start on the lineup of events scheduled for the next day. Your less-sprightly colleagues will envy your energy as the day goes on.

Check back next Monday for Part 2!

In light of recent online security breaches – including the unresolved shutdown of Sony gaming systems throughout Asia after a recent hack attack – some advocates are pushing harder than ever to protect Web users’ privacy. This includes forcing advertisers to ask for permission before they can implement tracking cookies and other means of gathering and storing personal information.

Despite recent implementation of a similar policy in Europe, American marketers may not have to fear that this type of legislation will come to our shores anytime soon. And that’s because of an effort that’s recently been launched that asks website visitors to voluntarily opt out of info-gathering – and the fact that they’re not using it.

A recent AdAge article shows that an “Ad Option Icon,” which directs those who click on it to ways that they can opt out of information-gathering, is not widely used by those who encounter it. Of those who do follow through on the icon, only 10% complete the steps to turn off tracking and protect their information.

But that may be because they don’t fully understand what’s at risk or how the icon should be used, mistaking it for another ad rather than a helpful tool. With only 60 advertisers currently trying out the icon, it may simply not be familiar enough to set a precedent in terms of reactionary behavior. However, the founder of the Digital Advertising Alliance attests that 300 marketing companies should be signed on soon – spreading the word and increasing the validity of the trials.

Despite concerns that current online ad consumers seem largely dismissive of the opt-out availability, the same audience base may come to use or even expect it once they’re more exposed to the concept. Experts expect that as the trend grows and legislation formalizes to meet it, more and more online advertisers will participate and thereby promote the concept, brand and logo. After all – isn’t that their specialty?

Providing an opt-out option that’s widely used and understood may be beneficial to Internet advertisers in the future, since it may bypass the need for opt-in policies – which would undoubtedly limit marketers’ means of gathering and analyzing traffic and demographic information.