Archive for the ‘Marketing’ Category

New Movie “2012” Uses the Web to Advertise

Monday, September 28th, 2009

Search 2010

Who needs cleverly-chopped movie trailers and magazine ads, when the world wide web can do the work for you!? Have you driven past a billboard or bus stop that read “SEARCH 2012” lately? Well if you have, and you’re as curious as many people driving past these messages are, you know that there is tons of information already out there about the year 2012. Because the internet has been buzzing for years about different beliefs surrounding the date, the introduction of a movie based on this content was best delivered through that which was already available! Not only that, but for movie goers, it makes the whole experience feel more authentic and ominous.

The movie is similar to “The Day After Tomorrow”, a sort of “end of days” thriller about human species’ final hours on earth. We won’t get in to the details surrounding the significance of 2012 because, well, you have to search for it! (That is of course, if you’re interested) ;)

Today’s Ecommerce Retail & How to Stay Up To Speed

Thursday, July 23rd, 2009

eCommerce sites have remained the same for a long time. With the growing trend in “Web2.0” styling, changes are finally taking place. Marketing has also changed. The outdated idea of a large call to action, is dead, and dying. File sharing, viral marketing and blogging has totally cast a shadow over the dusty “Buy me! Buy me!” technique. Generation Y consumers are “banner blind”, web savvy, and not so quick to give away their trust, loyalty and ultimately their money to just any brand. So the question is, why hasn’t eCommerce caught up as quickly as the marketing world?

It’s most likely due to a comfort level that business owners have with things that have already been done and that haven’t failed yet. The keyword there is “yet.” The only problem with the safety route is that the fire’s in the stairwell and climbing. Eventually old-fashioned techniques have to give way to the present, and if you’re stuck in the stairwell you’ll have to try a different route or start fighting the flames We’ll take the first choice ;)

I early bird get’s the worm, so the ones keeping an eye on what’s next will be the market leaders of tommorow. The good news (especially for small to medium businesses) is that the pulse right now is on communication via the web, often FREE communication! It is becoming obvious that doing things the old-fashioned way will cost more and sell less. So what can be done to save and sell at the same time?

Be REAL, be honest, be blunt.

Be honest. Are you really as great as you say you are? Consumers aren’t as dumb as you think, (or as some of them may look) :) Your smoke and mirrors will turn them off and lose their trust in your authenticity. Brands that today’s consumers are prepared to “let in” to their lives are the ones that connect with them on a much more personal level. It shows a deeper understanding of what they want and need, and that you’re interested in helping to provide them with a means to having those needs met. As soon as you become too sales driven, you fail. Customers want to be embraced, not bombarded with more wordy pitches. Social media is an excellent way to really understand your audience and connect with them. Here are a few ideas:

Have your staff members create twitter accounts. All of you can post real thoughts, feelings and provide a sense of human life at your company. Let your personality through. Don’t try to sell the product or service. Talk about topics that relate and allow consumers to get to know you. They’ll find what they’re looking for, and if it’s what you have to offer, you won’t even have to pitch it. Offer links to your staff’s Twitter profiles on your help pages. Now your customers will be able to follow you, ask questions, and recommend others to follow you as well. Best of all? THIS IS FREE!

Prius: Behind the Scenes

Thursday, June 11th, 2009

How are you using art as a way to communicate to your target audience?

Take advantage of the economy’s “Step-Down” effect

Wednesday, May 13th, 2009

The economy has created an “Economic Step-Down” where businesses and consumers are purchasing products and services at a level lower than they are accustomed to. Fortune 500 companies are stepping down from the Big Four accounting firms to the “Big 100”, end of lease Lexus owners are stepping down to Infiniti, and Starbucks junkies are convincing themselves that Dunkin’ Donuts coffee is just fine. Once look at Mercedes homepage message and you know they’re suffering from the wrong end of step down syndrome.

Mercedes homepage

Companies can take advantage of this trend by stepping up their client base to the step downers. Nearly every business in America is re-evaluating their vendor relationships and finding alternatives that offer the same or similar products at a lower cost. If you offer products or services that you know will save companies money, now is the time to pitch to them. Office supplies, insurance, IT and yes, even web development. So take this opportunity to step up to the plate (pun intented) and make a cold call to a company that can step down to your services. They may be surprised how they are actually stepping up!

Hulu Ads Lure TV Viewers to the Web

Tuesday, May 12th, 2009

What’s great about Hulu’s take on marketing and advertising is that they focus heavily on their product and what they do best. They leave the communicating to the communicators and know that the product will say the rest. It’s a recipe for an attractive and successful brand!

Southwest Airlines Mixes it Up

Tuesday, April 14th, 2009

Like the words from one of our favorite quotes say: “When everybody zigs, zag.” That’s exactly what one of Southwest Airlines’ flight attendants is doing. David Holmes does his job in a way that’s a little bit different. When he used to recite the pre-flight instructions the passengers would tune out. Not anymore. Why? Because David actually raps the information. He has been told countless times by the passengers themselves that it was the first time that they have ever listened to the pre-flight info. One woman even recorded her on her cell phone and posted the video to YouTube. Since then, the video has gotten over 1,177,240 views. What can be taken from this other than knowing to fasten your seat belts? It pays to take a chance and do something that nobody will expect. Southwest Airlines has had their name all over the world wide web within days just because someone decided to take a risk! What did it cost them? Whatever they’re paying a flight attendant! This is just another example of how thinking outside the box and taking a risk can help a company market their product or service.

Sak’s Fifth Avenue Spring Marketing Campaign

Tuesday, March 24th, 2009

shepard-fairey-saks-fifth-avenue

If you’re in Manhattan strolling down 5th Avenue, you might feel the need to obey Sak’s spring marketing “propaganda” in their windows. “Want It!” (Sak’s slogan) is inspired by the typography of graphic designer Rodchenko, one of the founders of Constructivism. The campaign’s design by Shepard Fairey and Cleon Peterson is sure to jump out at you from at least a half-a-block away.

It’s a humorous approach to Russian revolutionary propaganda, and is right on time to help weary shoppers “fight back” at the economic downturn our country is experiencing.

“What we do every day, really, is propaganda,” said Terron E. Schaefer, the senior vice president for marketing at Saks.

This is true. It’s also important to note that the average consumer is intelligent enough to decipher the message as tongue-in-cheek, and not a pushy sales tactic. (Let’s be honest, we know we’re being marketed to. Why not let us in on the fun?)

What may be most interesting is the mixed verbal response the campaign has received since its launch. A popular lifestyle blog has been littered with comments about the design. Some appreciate the historical nature, others have labeled it as unoriginal.

saks-fifth-avenue-obey-giant

In our opinion at Keylex, the point at the end of the day is to be dramatically different. Are Neiman, Bloomingdale’s, or Bergdorf standing out and being talked about all over Blogs, Twitter, Facebook, and 3G networks across the U.S for their spring campaings? Not like Sak’s. Is Sak’s standing out from its competitors in concept and creativity? You bet. I think it’s safe to say that one thing their spring campaign definitely communicates is differentiation. With the pricey inventory of Sak’s and its competitors, sometimes it’s not always about the lowest price or the biggest bargain. How a brand communicates and interacts with its audience can go a long way.

Skittles: Twirlling the baton

Tuesday, March 3rd, 2009

It’s easy to see why Skittles would want to divert the attention from Twitter, because it is, as you can see, heavily abused by spammers, and a lot of the jokes are simply to tasteless for…well, anyone. That’s the ugly side of social media: a lot of it is completely uncensored and some users see this as an opportunity to get nasty or even vile.

“Skittles Swaps Homepage from Twitter Search to Facebook Page” by Stan Schroeder

skittles“Ugly side” of Social Media? Is there really such a thing, or are some folks too sensitive for the reality that people with varying opinions and social backgrounds are what makes up our country’s mainstream today? Walk down the street or catch a bus in any major U.S. city in 2009 and try to avoid opinionated banter with a little choice language. Do we take any of this to heart or base our buying decisions on the specifics of what these people say? It would be pretty sad to discover if we were this easily influenced. Instead, perhaps we should focus on why so many people feel it is their responsibility to voice their social and political opinions loud enough for others to hear.

As some of you may know (or not know) Skittles has changed its entire website at Skittles.com to a “social Media Hub” where web-savy surfers can access social outlets such as Twitter, YouTube, Flickr, and Facebook. Here, they can sound off about their love (or hate) for Skittles. Now, all of us can see where this might cause some controversy, but is controversy really a bad thing? At the very least the stench surrounding the topic (including the stink that we are about to raise) is enough to genereate audience buzz alone!

Something that much of corporate America is still having trouble facing is the intelligence of today’s online audience. Smoke and mirrors no longer work like they used to in marketing and are easier for web savvy consumers to pick up on. Younger generations (like the demographic targeted by Skittles) don’t base their purchasing decisions on negative or positive comments and reviews of a product. They base it on how many people are talking about it. Popularity isn’t always defined by support.

Many of the posts on twitter regarding Skittles aren’t really about the user’s desire to get others to try or avoid the product; They’re about being part of the conversation. That’s the beauty of social media! Raw, uncensored, reality. This is what today’s young consumer responds to, not gobbledygook from the mouths of out-of-touch internal corporate marketing departments. In fact, they laugh at the old-fashioned, being “marketed at” approach. It undermines and insults their intelligence.

Skittles is allowing itself to be associated with its audience. Some people like Skittles, some do not, and some just want to be heard. It’s reality, and young consumers (Skittles’ target audience) understand, respect, and excuse that. While it may be controversial now, it’s the wave of the future in terms of Brand interaction for for the “internet generation”. What’s more powerful than allowing your consumers to represent your brand for you?

Ask yourself this question: Are my brand, products, and services unique and strong enough to stand up to the reality of a market flooded with old-fashioned teqhniques?

If the answer is anything but “100% positively”, consider Skittles the leader of the parade and get in line. A bold move? Yes, but as Apple’s mantra for the 21st century goes, if you want to have a successful brand you’ve got to “Think Different.”

You go, Skittles. Keylex approved!

Cheap is Expensive

Monday, March 2nd, 2009

The ad below was recently emailed by Brooks Brothers. While the approach may seem defensive, the message is timeless.

brooks_brothers_1942_ad

What’s Digg, and how can you benefit?

Sunday, March 1st, 2009

digg_logo11What is Digg? “Digg is a place for people to discover and share content from anywhere on the web. From the biggest online destinations to the most obscure blog, Digg surfaces the best stuff as voted on by its users.” Digg isn’t run by editors. People visiting the site collectively determine the value of content. They’re changing the way people consume information online.

Everything on Digg — from news to videos to images — is submitted by people who visit the site. Once something is submitted, other people see it and “Digg” (or vote on) what they like best. If your submission is good and receives enough Diggs, it is promoted to the front page for the millions of visitors to see.

It doesn’t stop there. Because Digg is all about sharing and discovery, there’s conversation that happens around the content. This allows visitors to discuss the topics that they’re passionate about. By looking at information on Digg, people always find something interesting and unique. They’re committed to giving every piece of content on the web an equal shot at being the next “big idea.”

How You Can Benefit:

Just think of what this can do for your online business. All you have to do is submit information about your business online, strike up some conversation and leave the rest up to the power of Digg! You can even link to Digg directly from your website to allow visitors to comment on your products and services. As a result, this will drive new traffic back to your site, and the cycle will continue. Consider it one big online traffic rotary with only one exit – your website. Digg is an excellent ( and FREE) way to determine how your target audience is responding to your business online. It’s the most honest information you will find on what people really think about what you do. It’s basically a FREE portal for market research and the entire online community is your focus group. By search Digg for topics which are relative to your industry, you can discover a wealth of information based on user reviews, conversation, and of course, diggs.

Digg it? Visit Digg.com and get started!