Archive for the 'Integrated Marketing' Category

02
Mar
11

leaving consumers thirsty for more

By Matrix Advertising Leave a Comment
Categories: Advertising, Branding, Integrated Marketing, Social Media Marketing and Strategic Planning
Tags: , , , , , , , , , , , , , ,

When New York Yankees starting pitcher Andy Pettitte retired at the beginning of last month, he left some of his fans yearning for a great comeback one day. Too bad celebrities such as Lindsay Lohan and Charlie Sheen aren’t likely to find themselves in the same boat.

Too bad that in many areas of business — not just marketing or advertising — it’s all too tempting to ride a wave out for as long as we’re able, even when it may make more sense to quit while we’re ahead.

Remember how the GEICO cavemen took the U.S. by storm back in 2004 with all those funny TV commercials? Well, that was a very different scenario from the one they find themselves in today with a failed 2007 ABC sitcom and an unexceptional vlog  and social networking site presence. And now we have the hunky, wildly popular Old Spice spokesman Isaiah Mustafa. Over the past eight months or so, he has delighted the American consumer and breathed new life into the Old Spice brand. But when will it be time for Isaiah to throw in the towel? (sorry, couldn’t resist the pun)

It’s not an easy question to answer. Wait too long and risk losing the consumer’s interest. Get out too early and miss a great opportunity to further strengthen and grow the brand. I’m sure executives over at Rovio Mobile wish they had a crystal ball as they take their hit mobile game Angry Birds and venture out into toys, board games, and possibly even movies.

Photo credit: Larry Ewing

17
Nov
10

as jay-z reiterates, marketing is no longer business as usual

By Matrix Advertising Leave a Comment
Categories: Communication, Consumer Relationships, Integrated Marketing, New York City, Online Media and The Internet
Tags: , , , , , , , , , ,

“Decoded,” the 336-page memoir of world-renowned hip-hop artist and businessman Jay-Z (born Shawn Carter) hit U.S. shelves yesterday, and will go on sale in the U.K. tomorrow.

In the months leading up to the book’s release, Jay-Z’s integrated marketing campaign has shown how a simple book promotion can be transformed into something memorable and engaging:

- An online interactive game that Jay-Z developed with Microsoft’s search engine Bing is one part of the campaign that has received a great deal of attention. It gives clues to help locate and view pages of the book in their real-world locations, and offers players the chance to win a variety of prizes, including autographed copies of the book and lifetime Jay-Z concert passes.

- An exclusive excerpt that ran in the Daily News a few days ago gave millions of readers a sneak preview of the book.

- A sold-out live appearance by Jay-Z at the New York Public Library, where host Paul Holdengräber read excerpts from the book out aloud and, together with co-host Cornel West, conversed with Jay-Z, added a personal touch to the campaign.

What this marketing campaign has reminded us is that no matter what we are conceptualizing — a new TV ad, Web site, or even consumer service — we always need to be aware and accommodating of both the needs and desires of the consumer. Delivering these products and services in much the same way we have done in the past will no longer cut it. We need to offer something new, exciting, and fresh — something that allows and encourages the consumer to be a part of the experience rather than just a spectator on the sidelines.

Disclaimer: I am not affiliated with, or sponsored or endorsed by Jay-Z or any of his affiliates or marketing partners.

Photo credit: Patrick Hoesly

04
Aug
10

why integrated marketing is nothing special

By Matrix Advertising Leave a Comment
Categories: Advertising, Integrated Marketing and Media
Tags: , ,

A 42-year old man rolls over in bed, and still half asleep reaches for his cell phone to check the weather report and his e-mail. He then powers up his computer, so he can read the news as he enjoys his morning cup of coffee. And on his way out the door, he quickly looks through the mail and grabs his iPod.

Now, none of this is anything out of the ordinary. After all, this is 2010 and this is how a good number of us live today — moving seamlessly from one medium to another. So why are so many of us marketers still behaving as if integrated marketing is something special — something niche?

Long gone are the days when media simply meant the morning paper, local radio, or prime-time TV shows. There are now a lot more ways to connect with the consumer — ways that serve as the perfect tools for starting and maintaining enriching, two-way conversations and relationships. We need to implement marketing programs that are designed to work together simultaneously to meet objectives, not independent campaigns that share little in common. Whether it’s out-of-home advertising, direct mail, online retail, or branded environments in public spaces, it should all be part of the same brand experience. And it’s the consumer’s choice — not the marketer’s — what media and marketing activities are most appealing and best suitable for use during interaction. There’s nothing special about integrated marketing — it’s the way it’s supposed to be.

Photo credit: alexdecarvalho

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