by admin | May 29, 2014 | Concept development
For many social media users, the ultimate goal is to “go viral.” Whether it’s the owner of a YouTube channel or a small business brand manager trying to establish a social presence, people just want their post, tweet, photo or video to be noticed and shared by users with a large number of followers, thereby exponentially increasing their audience reach. Because of the public nature of social media, any user with the right marketing strategy has the potential to go viral. “It’s a free-for-all,” said Shana Starr, managing partner of public relations firm LFPR. “Brands big and small are constantly thinking of creative ways to be part of the conversation, whether or not it relates to their product or company.” Read more about these 5 social media tips that will allow you to go viral...
by admin | May 28, 2014 | Brand strategy
Imagine if Kayak acquired Skyscanner and they decided to divide up the world, pursuing different markets for their travel-metasearch offerings. Or if Trivago decided to launch a second metasearch brand, and they decided to pick off different countries, targeting diverse demographics with different offerings. Multi-brand strategies (see Priceline, Booking.com and Agoda or Expedia, Hotels.com and Hotwire) work well enough in other categories, so why not metasearch? It hasn’t really been tried before, but the Momondo Group, created in 2012 after 18-year-oldCheapflights Media acquired Denmark-based Momondo, is giving it a whirl. UK-based Cheapflights, which has until now specialized solely in publishing negotiated flight deals, just launched what it hopes will be a harbinger of things to come — a flight-metasearch site in New Zealand. That’s a huge departure for Cheapflights, which has been a Top 10 online travel agent site in the UK, according to Hitwise. Cheapflights has flight-deal sites in the UK and Ireland, the U.S., Canada, Australia, Germany, Spain, France, Italy, and South Africa, but wants to cash in on the hot, and presumably more lucrative, metasearch trend. Read more about this dual-brand strategy and how it will work here....
by admin | May 28, 2014 | Brand strategy
Patagonia, Hollister and Warby Parker are among the brands making effective use of Instagram to engage consumers, according to a leading executive from the social media platform. Jim Squires, Instagram’s director/market operations, discussed how marketers are leveraging its service – both organically and with paid-for ads – during the Advertising Age Digital Conference 2014. Outdoor apparel and equipment specialist Patagonia was one of several companies he drew attention to, praising it for focusing on a way of life, rather than simply uploading images of products. “They highlight, through Instagram, the outdoor lifestyle that their products enable. I don’t think I’ve ever seen an actual product shot inside of the photography that they do,” said Squires. Read more about how these brands created an effective Instagram strategy...
by admin | May 27, 2014 | Brand strategy
Yet another nail salon opened up in my neighborhood. I think that makes 20 in a three block radius. Like many men, a “nail salon” for me is a hot shower and a nail clipper that my Dad gave me 20 years ago. In my book, if the nails are trimmed neat and clean, then I’ve done my job. I don’t begrudge anyone — man or woman — who patronizes these establishments. But for me, color on the tips of my fingers and toes is way down on my priority list. Just ahead of starting a wasp circus. I walk by the new nail salon sometimes four times a day. And if I see the proprietor in the window I’ll smile and nod. Yesterday I introduced myself and welcomed her to the neighborhood so it came as a surprise when she looked at me contritely and did not introduce herself. Instead of shaking my hand, she grabbed my hand without saying a word not to shake it but to examine it. “You need a manicure,” she said. “Come inside now my girls need the work.” Most people would agree that this tact showed bad manners and bad business, yet this is exactly the way some brands approach social media. Read more about this topic of brand strategy and how you can avoid careless social media brand strategy from Frank Bocchino...
by admin | May 27, 2014 | Communication strategy
The stereotypical entrepreneur talks to everyone easily, but introverts need not be discouraged. Reticence does not doom you to failure. Social science finds at least a third, and maybe half, the population is introverted. Successful entrepreneurs who are introverts make their personalities work for them. With less interest in the spotlight than accomplishing goals, introverts are inclined to let talented employees run with their ideas. Here are five strategies for making introversion an asset. 1. Learn to work with your personality. Even if it makes your palms sweat, as an entrepreneur you need to communicate with people. That does not mean you need to do it in situations that are terminally uncomfortable. If speaking in front of a large crowd is too much, one-on-one meetings are often just enough. When you must talk to a group, prepare a script. Identify your strengths and weaknesses and adjust accordingly. Successful introverted entrepreneurs own their introversion, know their strengths and compensate for their weaknesses. Learn about the other four strategies for communicating when you don’t even like to talk...
