word of mouth

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Retail’s Innovative Cheat Sheet

March 11, 2010 in Integrated Marketing, Mobile, Online, Outdoor, Product Development, Social Networking, Television, word of mouth by Lauren McCabe | No comments

The Retail Innovation and Marketing ConferenceThanks to my experience working with Best Buy last summer, I’ve been able to discover how I can use my passion for media to market companies and products that one would not normally consider “media” entities.  As the market is currently seeing with the creation of the Pepsi Refresh Project and the millions of iPhone applications and Facebook fan pages as examples, marketers are looking to expand their brands not only with their products, but also with entertaining and informative content.  I feel this is truly the future of marketing and communications.

Apparently I’m not alone.  Last week the National Retail Federation held its inaugural Retail Innovation and Marketing Conference in San Francisco.  For anyone who wasn’t able to attend (myself included), they have posted the most amazing blog that shares the highlights of the conference and the little golden nuggets of information shared by some of the industry’s most connected and digitally-savvy professionals.

It’s truly a valuable resource for anyone wanting to learn what’s going on in the industry, but can’t pay the conference fee.  (Me again!)  Enjoy!

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Driving Social Media

March 1, 2010 in Online, Social Networking, word of mouth by Lauren McCabe | No comments

Social Media ClubAn article in today’s Advertising Age discusses how Toyota is turning to its most loyal fans for support during this very tumultuous public relations period.  According to the article, the car manufacturer has been able to grow its Facebook fan base by more than 10 percent since January.  Toyota has dedicated six to eight employees to monitoring social networking sites like Facebook and Twitter and the blogosphere for anyone talking, positively or negatively, about the company and its cars.  Despite a highly criticized public relations response using traditional advertising and communications techniques, Toyota is being highlighted for its social networking efforts.  But, what does this mean for the bottom line?

That’s exactly the question that was posed at last week’s Social Media Club – Chicago event entitled “How Social Media Makes Financial Cents.”   Speakers including Leslie Banks and Drew Methard of Morningstar and uberblogger Shannon Paul discussed how social media is necessary in building relationships with consumers, fans and followers.  While all three panelists admitted that keeping track of what is being said about a brand takes time and money, being there is necessary and the return on investment can be significant. 

Of course, the powers that be will always ask how having tens of thousands of Twitter followers is converting to good old dollars and cents.  However, what the panel and this article on Toyota both show is that no matter what the situation, there will always be someone talking about a brand.  Marketing and communications professionals just need to know where they are and help turn them into a valued partner.

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A Squeeze and a Dip of Insight

February 16, 2010 in Product Development, word of mouth by Lauren McCabe | No comments

Heinz KetchupTalk about truly listening to your customers and catering to their needs!  Last week Heinz unveiled its newly redesigned ketchup packet.  In its first packaging change in 40 years, the Heinz ketchup packet reflects how consumers eat the red condiment on-the-go. 

For anyone who has ruined a white t-shirt or has had a hard time flavoring your french fries when in the car, the packet is perfect.  It’s a cup for dipping those beloved fries or chicken nuggets with a tear-off end to squeeze onto a hamburger.  Plus, it holds three-times more ketchup than the old packet.  That’s good news for anyone who has been charged for extra packets at McDonald’s!

The executives at Heinz have joked that they’ve been receiving complaints since they first introduced the little plastic packets back in the 1960s, but apparently someone was paying attention.  Better late than never, huh?  This is a great example of how listening to your customers and understanding their behavior can not only create more effective marketing campaigns, but also better a better product.

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What’s in a Joke?

January 22, 2010 in Television, word of mouth by Lauren McCabe | 1 comment

Team CocoApparently everything in the eyes of the executives at NBC.  According to an article in today’s Wall Street Journal, soon-to-be former Tonight Show host Conan O’Brien must adhear to a nondisparagement clause after he leaves the late-nigh show tonight.  This means no jokes, interviews and print and on-air appearances that could possibly cause the comedic host to say some not-nice things about NBC.  If he does, he could risk losing the $45 million agreement to vacate The Tonight Show hosting gig for a returning Jay Leno.

As stated in the article, NBC is no stranger to in-house heckling.  30 Rock makes fun of the corporate big wigs at General Electric every week and Johnny Carson even got a jab in calling the parent company a “conglomerate with a heart.” 

But what this recent development shows is how much NBC acknowledges O’Brien’s ability to connect with audiences and his pop culture leadership.  Sure, ratings of The Tonight Show have dropped since O’Brien took over this past summer.  However, buzz surrounding this late-night war has certainly increased in recent weeks.  The “I’m with Coco” Facebook page (which I am a member of) already has close to 605,000 fans.  This week in Chicago, fans of Conan O’Brien protested outside the local NBC5 studios donning orange-dyed hair to show their support. 

Only time will tell if NBC’s decision to remove Conan O’Brien from The Tonight Show was the right one.  Public relations representatives from both parties are working to make sure their side comes out on top.  But in the meantime, fans of late-night programming will have to wait to hear what O’Brien has to say about the matter.  Who knows?  NBC’s silence clause may possibly be O’Brien’s gain.

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Tapping Into Paranormal (Online) Activity

October 19, 2009 in Film, Social Networking, word of mouth by Lauren McCabe | No comments

Paranormal Activity Despite seeing Paranormal Activity over a week ago, I still find myself having trouble falling asleep at night, especially after reading articles about this creepy movie.  In this week’s Time magazine, Richard Corliss writes about how this low budget flick (reportedly $11,000) has become a not-so-sleepy hit. 

Instead of giving the film a traditional marketing plan, film distributor Paramount Pictures released the film as a midnight movie in only 13 college town.  In an age of Facebook, Twitter and blogs, that got the buzz going.  But this isn’t a new tactic.  We’ve seen movies in the past being promoted with their MySpace URL at the end of their trailers. 

What Paramount did was take word-of-mouth to the next level.  The studio made word-of-mouth essential.  In order to see the film, audiences need to request it online.  This decreases the studio’s distribution costs and increases the audiences’ percpetion of power. 

Overall, it has created a true pop culture phenomenon.  Cities all across the country, including Evanston, IL and Norfolk, VA, are getting their chance to cover their eyes and scream with their fellow movie-goers because they are talking about it online and in person.  According to Reuters, the movie has grossed $33.7 million in total box office revenue so far, an amazing feat since it’s only been in 800 theaters nationwide.  I wouldn’t be surprised to see this number go higher as we get closer to Halloween … as long as the buzz continues.

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