12/29/2006

Is Your Advertising Too Passive?

Is Your Advertising Too Passive?

Most ads today don't really ask the reader to do anything. They are too busy trying get them to pay attention and feel something.


The most effective advertising a small business can run is advertising that makes the reader take self-interested action. By grabbing your reader, viewer or listener's attention and making them do something, you stand a much better chance of them following through to the ultimate step of buying or becoming a client.


Make them pick up the phone, visit a web site, scratch off a coupon, unlock a lock, calculate their saving, send in a postcard. Go back and read everything you have in the works for advertising, letters, scripts, postcards, web offers - and make sure that you add an element of action.


It's a proven fact that if you can engage your prospect and get them to take some form of action you will enhance your chances of turning them into a client. Offering free information is a great way to engage a prospect. Those that take the action of acquiring your valuable information products will be ten times more likely to take the next step and engage in a personal sales appointment.



More trends for 2007

JWT Trend-Spotters On 2007

by Fern Siegel, Friday, Dec 29, 2006 5:00 AM ET

IT'S THE TIME OF YEAR when future predictions take center stage. And Marian Salzman, executive vice president and chief marketing officer of JWT Worldwide, has weighed in with 70 products, services and trends that will define the new year.

"By examining what resonates with consumers, we can identify larger patterns that will shape our lives in the years to come," says Salzman, a trend-spotter who co-authored the new book "Next Now" with Ira Matathia.

Among her picks in the technology realm: Wii, Skype/VoIP and hydrogen fuel-cell technology. On the social front, Salzman sees a rise in social networking, premium-drink bars and stem-cell research. While co-branding (think Nike plus Apple) made the list, so did companies going green, mobile video and Web-based microfinancing.

"As globalization continues to make our world seem smaller, localization will come to a head in 2007," predicts Ann Mack, director of trend-spotting at JWT.

"Decadent and excessive consumption will fall to the wayside as we stress quality, minimal environmental impact and support of local producers," she adds.

Perhaps that's why Barack Obama and Al Gore--both touted as presidential contenders in 2008--made the list. The future, according to JWT's team, may hold many surprises, including the impact of citizen journalism and reunions of donor-insemination siblings.

Food and Beverage Trends for 2007

Top 10 Food and Beverage Trends For 2007

by Nina M. Lentini, Monday, Dec 4, 2006 5:00 AM ET

HERE ARE 10 FOOD AND beverage trends for next year, as forecast by Datamonitor.

· Calorie-burning beverages First came Celsius, "Earth's first calorie-burning soda." Coke and Nestle plan to go national next year with Enviga.

· Satiety-enhancing foods and drinks New in the U.S. is LightFull Satiety Smoothie. In Europe, it's Danone Shape Lasting Satisfaction Yogurt. Both aim to keep consumers from "snacking their way into obesity."

· Mobile food Frito-Lay is ahead of the pack with Doritos Action Cups for "on the go" enjoyment.

· Local sourcing of ingredients The number of farmers' markets increased 79 percent from 1994 to 2002, says the USDA. The concept of "Food Miles" is surfacing, reflecting a desire to help the environment by buying food that doesn't need to be transported long distance. Can carbon ratings on packaged foods and beverages be far behind?

· Healthful kids' food Marketing to kids is getting more complicated. In the U.S., Fizzy Fruit Sparkling Fresh Grapes add carbonation to grapes for a new snacking taste sensation.

· Antioxidants Increased awareness unleashed a boom in dark chocolate in 2006. Can coffee and tea do it, too? Tea is working its way into food products like Luna Tea Cakes and the T-Bar Green Tea Nutrition Bar. "Superfruits" like goji berries, acai and pomegranate, also high in antioxidants, are positioned for mainstream acceptance.

· Immunity-boosting foods and drinks Probiotic foods that help regulate digestive tract health, including cultured dairy drinks and yogurts, are leading the way. Also coming: probiotic juices, snack bars and even breakfast cereals. Kashi has released Vive Probiotic Digestive Wellness Cereal.

· Food and drink for one Research shows the average number of persons per household has slipped to barely more than two. Ahead of the pack: Green Giant Just for One! Frozen Vegetables and Baker's Inn Short Loaf Sliced Bakery Bread.

· "Smart" products and packages Smart technology is behind Pfizer's new Listerine Agent Cool Blue Plaque-Detecting Rinse and Pet Ecology Scientific Professional Cat Litter that detects urinary tract disease. Packaging to indicate freshness is coming.

· "Better for You" beer With beer losing ground to wine, sudsmakers are fighting back. At the forefront: Stampede Light, claiming to be the "first-ever government-approved vitamin beer" with its B-vitamins, folic acid and folate

12/18/2006

Sony and Zipatoni Blasted over Stealth Blog

Sony and Zipatoni Blasted over Stealth Blog

Sony's fake blog and video got gamers flaming

Sony Electronics shut down a stealth blog for its PSP video game system last week after a nasty wave of backlash smeared Sony and its agency, Zipatoni.

The blog was roundly criticized, in its own comments section and on other gaming-related sites, for trying to dupe consumers into thinking that its fictitious author, “Charlie,” and his “Cousin Pete” were real.

Gamers bristled at the blog’s over-the-top hip-hop slang and an intentionally amateurish video that showed the two 20-something white men rapping about getting a PSP from Mom and Dad for Christmas, according to comments at the site.

The site, AllIWantforXmasisaPSP.com, went blank last Thursday. The video continues to reside on YouTube, where Sony first seeded it and at least a handful of YouTube visitors have reposted it.

Sony and Zipatoni were outed on the blog itself by tech-savvy critics who reportedly found the blog’s registration data through an online search, and tracked it back to Gregory Meyerkord at Zipatoni.

Commenters posted Zipatoni’s name and address on the blog itself, and site visitors had a heyday slamming the agency and Sony for insulting gamers with a fake—and lame—blog that made it look like PSP’s core user could be a grown man who speaks a ridiculous mix of hip-hop and high-tech slang and asks his parents for a gaming system.

Critics also blasted the site for pretending Sony wasn’t behind the blog, and for blocking words like “marketing” and “advertisement.”

Some comments even sneered over the tagline on Zipatoni’s own Web site, “Active Consumers. Activating Consumers,” with jabs like: “How many consumers has this Web site activated so far?” A “response” video on YouTube takes Zipatoni to task for “Sony’s failed attempt at viral marketing,” splicing cuts from the blog and from Zipatoni’s Web site and telling Sony, “We’re not that stupid.”

12/08/2006

Generation Gap and Instant Messaging

WASHINGTON (AP) -- Teenager Michelle Rome can't imagine life without instant messaging. Baby boomer Steve Wilson doesn't care that it even exists.

They're part of an "instant messaging gap" between teens and adults. And the division is wide, says an AP-AOL survey on how Americans use or snub those Internet bursts of gossip, happy date-making and teen tragedies that young people exchange by the hour while supposedly doing homework.

Rome, 17, a high school senior in Morristown, New Jersey, spends more than two hours each day sending and receiving more than 100 instant messages -- or "IM-ing."

"I use it to ask questions about homework, make plans with people, keep up with my best friend in Texas and my sister in Connecticut," she said. "It has all the advantages."

The 51-year-old Wilson, a mechanic in Kutztown, Pennsylvania, prefers using e-mail and the telephone.

Instant messaging "is the worst of both worlds," he said. "It manages to combine all the things I don't like about each. I'm more or less a dinosaur. I use the Internet for things like buying car parts, reading celebrity gossip."

Almost half of teens, 48 percent of those ages 13-18, use instant messaging, according to the poll. That's more than twice the percentage of adults who use it.

According to the AP-AOL poll:

  • Almost three-fourths of adults who do use instant messages still communicate with e-mail more often. Almost three-fourths of teens send instant messages more than e-mail.
  • More than half of the teens who use instant messages send more than 25 a day, and one in five send more than 100. Three-fourths of adult users send fewer than 25 instant messages a day.
  • Teen users (30 percent) are almost twice as likely as adults (17 percent) to say they can't imagine life without instant messaging.
  • When keeping up with a friend who is far away, teens are most likely to use instant messaging, while adults turn first to e-mail.
  • About a fifth of teen IM users have used IM to ask for or accept a date. Almost that many, 16 percent, have used it to break up with someone.
  • The bug can be contagious at any age.

    Faith Laichter, a 50-year old elementary school teacher from Las Vegas, says she started using instant messaging after watching her children.

    "I do it more now," she said, boasting: "Sometimes I do two conversations at once."

    That's nothing for young people who check their e-mail, download music and perform other tasks at the same time.

    "It's kind of remarkable to watch," said Steve Jones, a professor of communications at the University of Illinois at Chicago. "They can keep half a dozen conversations or more going at the same time."

    But that can be more of a distraction than an accomplishment, says Naomi Baron, a linguistics professor at American University.

    "If you have 15 conversations going simultaneously," she said, "sometimes you're just throwing things out there and then dashing off to the next customer."

    A bow to the traditional: When sharing serious or confidential news, both teens and adults prefer to use the telephone, the poll said.

    The survey of 1,013 adults and 500 teens was conducted online by Knowledge Networks from November 30-December 4. The margin of sampling error for the adults was plus or minus 4 percentage points, 5.5 points for teens.

    Technology for instant messaging has been available to the general public for about a decade. Time Warner Inc.'s AOL, Yahoo Inc. and Microsoft Corp.'s MSN are the major IM operators.

    Copyright 2006 The Associated Press. All rights reserved.This material may not be published, broadcast, rewritten, or redistributed.

    12/01/2006

    Wire Frame & 3D Rendering

    "Photoshoping" has become the new term for what people used to refer to as "airbrushing" when it came to a "perfect" figure on the front cover of a magazine. Adobe photoshop has become pretty well known by EVERYONE, not just designers, for "adjusting" reality to make it more appealing to the eye in photography and advertising. Douglas Fischer is a prime example how Photoshop can be used to it's full potential in post production work.

    Fischer has NOW started working with ultra photorealistic wire frame, which is OBVIOUSLY where web and video games will be headed in our near future. A little scary, this technology really blurs the line between illustration and reality. Check it out by going to the site: Douglas Fischer

    Click on: Portfolio
    Click on the image labeled Audi TT

    Image 1 is the after
    Image 2 is the before

    It's not real. It's computer generated reality.

    11/27/2006

    "Hot Trends In Marketing"

    Recently, we attended the PMA "Hot Trends in Marketing" conference and came across a few interesting items:

    1) Skype - the newest way to connect with family and friends over the internet. Skype is a phone service through the internet that is actually FREE.

    2) Mobile Google - every in need of searching or finding information while on the road or without access to a computer. Now, Google has gone mobile! Just type in what you need and Google will work in the same way that it does from your computer.

    3) Mobile EBay - ever worried that you may be overbid while you step away from your computer for a moment - well, worry no more, because with Mobile Ebay you can get updates on bids straight to your phone! Not only that, now you can re-bid from your phone as well so that you are always able to bid with just the click of a...well, phone.

    4) Mobile Couponing - it has arrived! Coupons on your cell phone! You can now opt-in to receive bar codes actually sent to your phone. More and more stores are picking up on this latest technology in couponing, so be sure to look for this to arrive in more stores across the country.

    Need more information....
    http://www.pmalink.org/chapters/default.asp?p=westchester

    Skype - www.skype.com

    Verisign Mobile Marketing - Rob Kramer - rkramer@verisign.com; (617) 673 - 2471