Archive for March, 2013

  • Friday, March 29th, 2013

  • The right mix of marketing tools

    As you can guess, I’ve learned a lot in my first few months as a senior account executive with LePoidevin Marketing. One of the most important lessons so far is that businesses who use the right mix of marketing tools to attain their goals more often, as opposed to those that take a narrow or singular approach to their marketing program, or those that make marketing decisions on a month-by-month basis.

    We work with many clients who are leaders in their industries, and each has a different formula for taking their message to the market, but all of them use an effective mix of diverse tools. Public relations and trade media relationship development might be the key tool for one business, while for another it might be online advertising, but by using a mix of several communication methods a business can connect with more of their target audiences, more often, in support of their messages. (more…)

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    YouTube announced a new milestone: more than a billion unique users every single month. The video-sharing giant is a great example of keeping a target audience engaged with relevant, ongoing, new content contributed by its users.

    To put this milestone in perspective, YouTube also shared a few other fun facts.

    – All of the Ad Age Top 100 brands are running campaigns on YouTube

    – Nearly one in two people on the Internet visits YouTube

    – Their monthly viewership is the equivalent of about 10 Super Bowl audiences

    – If YouTube were a country, they’d be the third largest in the world, preceded by China and India

    Now thinking about your business, can you tell us what you’re doing to keep your audience engaged? And what do you hope to be your milestone?


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  • Tuesday, March 26th, 2013

  • A mobile marketing shake down

    This interactive Coca-Cola campaign has changed the way that advertisers look at mobile marketing opportunities by engaging the consumer with an interactive game and rewarding them with promotions (coupons, free content or prizes) for their participation.

    In the “Chok! Chok! Chok! ad shakes up mobile marketing” article on Reuters, Katie Holton writes, “Mobile advertising is set to grow by more than 50 percent a year over the period to hit $40 billion in 2016, according to Informa research, but the figures are still tiny compared to television ads. Global ad spend in 2012 was $500 billion.”

    This Coca-Cola ad is just a glimpse into the future of mobile marketing, where we will soon have the capability to target users by their location and web browsing history.

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  • Friday, March 1st, 2013

  • Back in black

    I pay way more attention to brands and ads now that I work for a marketing firm. So my ears perked up the other day when, while listening to my favorite radio program, the topic of branding came up. The host cited an article in the Wall Street Journal titled, “Packaging Noir: Shampoo, Beer, Gelato All Wear Black” by Suzanne Vranica, which discusses the use of the color black to evoke a classic, upscale feel.

    According to Suzanne’s article the use of black subtly conveys “premium” which is what consumers are looking for in a down economy. It’s also eye-catching among the waves of color that line the shelves.

    As I thought about this I realized that it works on me. From expensive looking jars of black label preserves with fancy gold lettering to sleek detergent bottles that will look fabulous in my laundry room, I have fallen prey to the use of black marketing.

    Pay attention next time you’re struggling between Brand X and Brand Y.  How does the use of color affect your buying decisions?


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