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My Take on Current and Future Marketing Trends

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Integrated Marketing Communications

When Politicking Isn’t Good For Business!

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Consumers do not seem to mind when a corporation supports environment and human rights issues but they draw the line when it comes to CEO’s openly supporting political views that conflict with their own.

In an article entitled, Papa John’s, Applebee’s And Others Pay Huge Price For Anti-Obamacare Politicking on Forbes.com, contributor Rick Ungar pointed out two major corporations, Applebees and Papa Johns, whose CEO chose to take a political stand in opposition of Obamacare. These companies have paid a costly price.

As covered—and criticized—in this column in great detail, Mr. Schnatter decided to mix his politics with his pepperoni when suggesting that he would be cutting the work hours for Papa John employees in order to bring them below the 30 hour per week threshold that would require Schnatter to provide his employees with healthcare benefits.

It turns out, the pizza eating public did not approve.

Indeed, so serious was the reaction that Schnatter was forced to publish an op-ed piece where he sought to convince us that he never really intended to cut back worker hours but had simply been speculating on what he might do in response to the legislation (Ungar, 2012).

When a corporation chooses to openly support an environmental or human rights issue, most consumers view the stance objectively and understand that at least the company is trying to give back to their community in some way.

Political issues, on the other hand, are not objective. Companies need to understand that they cater to a variety of politically diverse consumers who would prefer to get their pizza delivered to their door, in under 30 minutes and without a side of politics. It would be different if the pizza company marketed themselves as a right-wing or left-wing pizza company. Their consumer base would go into the business-consumer relationship knowing the corporate political views.

However, most companies realize that business and politics do not mix and prefer to keep their political position to themselves. By openly choosing a political side, you are taking the chance of eliminating at least half of your consumer base. Of course, you also have to consider the damage it does to the investor relations, as well.

Is one CEO’s openly political stance worth the cost?

Reference

Ungar, Rick. (2012, December 04). Forbes. Retrieved from Papa John’s, Applebee’s And Others Pay Huge Price For Anti-Obamacare Politicking: http://www.forbes.com/sites/rickungar/2012/12/04/papa-johns-applebees-and-others-pay-huge-price-for-anti-obamacare-politicking/

Global Strategy Group. (n.d.) [Infograph]. Retrieved from Business & Politics: Do They Mix?: http://globalstrategygroup.com/resources/businessandpoliticsdotheymix/

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IMC 619 Emerging Media: Linticular Media

Linticular Media

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An article by Mashable’s, Todd Wasserman, recently caught my eye (pun intended).  According to the article, the ANAR Foundation (Aid to Children and Adolescents at Risk), recently created a billboard that will allow people to view the same billboard but see a completely different message based on your visual vantage point.

“The feat is achieved by use of lenticular printing, which allows different images to be seen depending on the vantage point. In this case, if the billboard is seen by children under 1.3 meters (about 4 feet 3 inches), then the message, “If somebody hurts you, phone us and we’ll help you” appears along with a phone number for the ANAR Foundation (Aid to Children and Adolescents at Risk). There’s also a message just for adults, a warning saying, “Sometimes child abuse is only visible to the child suffering it” (Wasserman, 2013).

The potential benefits of this emerging media is just now being realized and I would not be surprised if we see a resurgence in the popularity of roadside billboards in the near future.

Reference

Snapily. (2012, July 17). [Image] Retrieved from What Is Lenticular Printing?: http://www.snapily.com/blog/what-is-lenticular-printing/

Wasserman, T. (2013, May 06). Mashable Business. Retrieved from Billboard Shows Different Messages for Kids and Adults: http://mashable.com/2013/05/06/billboard-message-children-lenticular/

YouTube. (2013, April 24). Grey Spain. Retrieved from FUNDACIÓN ANAR. “ONLY FOR CHILDREN”: https://www.youtube.com/watch?feature=player_embedded&v=6zoCDyQSH0o#!

IMC 619 Emerging Media: Have You Picked Your Tribe Yet?

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Google’s definition of tribe is as follows: A social division in a traditional society consisting of families or communities linked by social, economic, religious, or blood ties,…

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Do you ever wonder where social media is heading? I mean, there is so much of it out there and much more added to it everyday that it’s hard to make sense of it all. In recent years, social media sites have not only allowed users to create their own social media pages but have also allowed users to create social groups where like minds connect on the issues that are most important to them.

Lets take, for example, Facebook groups. As a Facebook users, I can join any number of social groups and be in contact with others that share in that group. So what happens when I find myself falling behind in trying to follow the 50 groups I belong to plus my friends? Neal Shaffer of Social Media Today has hinted at something that I think will be the future of social media: Social Media Tribes. Imagine belonging to just one “tribe” that shares all the information from the numerous “groups” that you belong to. No more having to visit each group separately: a tribe would encompass all the aspects that you like into one easy to follow social tribe. The tribe could choose a leader or group of leaders that could then pass on only the most important information needed from the combined groups.

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Neal Shaffer of Social Media Today states, “I believe the future of social media can be seen by looking to the past. Humans by nature are social creatures, however we have spent years relying on mass media.  As time has passed, we are now relying less on mass media and more on our peers: we are once again turning to one another.  Consider your friends on Facebook or those you follow on Twitter. Via social,  I have surrounded myself with like minded people that I can have a symbiotic relationship with.   Many of the folks I follow on Twitter I follow because I can learn from them and I value the content they produce.”

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So, how would we marketers market to a tribe? By connecting with the tribe leader/leaders, of course.  YCS Marketing explains how tribes will work in creating better group marketing strategies, “To think of this concept in other terms, consider tribal marketing as a high level targeted group of potential customers. Instead of having a snapshot of the buying, lifestyle and other demographic factors of a particular market, tribal marketing keys in more on smaller, focused sections of consumers. This allows an opportunity to better gauge how information about products and services spread and influence the buying decisions of a target market. Using this information a company can scale products, services, brands that are specifically inline with the needs of a particular group. Let’s illustrate with an example: take a group of friends Jordan, Sally, John and Suzie. John is seen as the outspoken, take charge guy of the group and is usually an early adapter to new services and technologies. As he finds a product/and or service to be useful he passes this information to the rest of the group. The products he doesn’t like or has a negative experience with he shares information about as well. John’s friends all consider him very knowledgeable in this area and weigh his opinion heavily whenever they are considering making this kind of purchase.”

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According to Steve Krivda, “Unarguably “Tribe Marketing” is a marketing method that attempts to create social groups or communities that are targeted around a service or product. But to the shrewd entrepreneur, tribe marketing can mean much much more than this.”

Here is a short list of potential benefits:

* Automated Backlink Syndication
* Automated Facebook Integration
* Automated Twitter Integration
* Automated Blog User Collaboration
* Automated S.E.O Processes
* Automated Live Traffic Systems
* Increased ROI

I see tribal marketing as a type of Ripple Effect Marketing. Imagine the potential of being able to reach out to just one person with a marketing message and one simple message reaches hundred or thousands more just by word of mouth recommendations? Brilliant!

IMC Through The Eyes Of A Student

Welcome to IMC 634-Digital Storytelling from a student perspective. I will be posting my assignments on this blog and welcome any input, suggestions or advice.

Week 2/Assignment 2 Due Monday, September 3rd, 2012

Happy blogging!

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