Thursday, April 28, 2011
Wednesday, April 20, 2011
Is the marketing potential of social media being overhyped?
4/20/11
With over 500 million users, it’s hard for marketers not to see sales potential in Facebook. But is it delivering? According to a recent study by Forrester Research the average click-through rate on Facebook is a mere 1%, with a 2% conversion rate. That’s pretty anemic compared to e-mail marketing which has an 11% click-through rate and a 4% conversion rate. (Woo, 2011)
Facebook argues that the ability for people to like a brand and tell their friends that they do amounts to a giant word-of-mouth campaign. And, findings show that when a friend’s name is on the ad people are 60% more likely to remember it, and four times more likely to purchase.
Several months ago, I hypothesized that the latter might be Facebook’s sweet spot. But, we have yet to see any published results that support this. Until we do, one has to wonder whether advertisers should be paying a bit more attention to their e-mail marketing efforts instead of obsessing over unproven channels.
What do you think?
Woo, S. (2011, April 7) Facebook Won’t Become E-Commerce Force, Analyst Says. blogs.wsj.com Retrieved April 20, 2011, from
http://blogs.wsj.com/digits/2011/04/07/facebook-wont-become-e-commerce-force-analyst-says/
With over 500 million users, it’s hard for marketers not to see sales potential in Facebook. But is it delivering? According to a recent study by Forrester Research the average click-through rate on Facebook is a mere 1%, with a 2% conversion rate. That’s pretty anemic compared to e-mail marketing which has an 11% click-through rate and a 4% conversion rate. (Woo, 2011)
Facebook argues that the ability for people to like a brand and tell their friends that they do amounts to a giant word-of-mouth campaign. And, findings show that when a friend’s name is on the ad people are 60% more likely to remember it, and four times more likely to purchase.
Several months ago, I hypothesized that the latter might be Facebook’s sweet spot. But, we have yet to see any published results that support this. Until we do, one has to wonder whether advertisers should be paying a bit more attention to their e-mail marketing efforts instead of obsessing over unproven channels.
What do you think?
Woo, S. (2011, April 7) Facebook Won’t Become E-Commerce Force, Analyst Says. blogs.wsj.com Retrieved April 20, 2011, from
http://blogs.wsj.com/digits/2011/04/07/facebook-wont-become-e-commerce-force-analyst-says/
Wednesday, April 13, 2011
Will redefining rice as a main meal element increase sales for Uncle Ben’s?
4/13/11
Back in the early ‘80’s when I worked on Uncle Ben’s I had to convince the client that the competitive set for Uncle Ben’s rice was not just other rice, but rather the broader category of starch side dishes. It was a tough sell.
Now comes word that Uncle Ben’s is repositioning its products as the foundation for a healthy meal. The recently launched “Begin With Ben” campaign points out that rice offers variety and flavor, and combines well with vegetables and other healthy ingredients. (Lukovitz, 2011)
It’s an interesting approach; particularly since so many ethnic cuisines use rice in this manner. What do you think? Will the 53% of people who say they would make healthier meals if they just had the time be motivated to eat more rice?
Lukovitz, K. (2011, April 8) Uncle Ben’s Stresses Rice as Healthy Foundation. mediapost.com. Retrieved April 13, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148287&nid=125597
Back in the early ‘80’s when I worked on Uncle Ben’s I had to convince the client that the competitive set for Uncle Ben’s rice was not just other rice, but rather the broader category of starch side dishes. It was a tough sell.
Now comes word that Uncle Ben’s is repositioning its products as the foundation for a healthy meal. The recently launched “Begin With Ben” campaign points out that rice offers variety and flavor, and combines well with vegetables and other healthy ingredients. (Lukovitz, 2011)
It’s an interesting approach; particularly since so many ethnic cuisines use rice in this manner. What do you think? Will the 53% of people who say they would make healthier meals if they just had the time be motivated to eat more rice?
Lukovitz, K. (2011, April 8) Uncle Ben’s Stresses Rice as Healthy Foundation. mediapost.com. Retrieved April 13, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148287&nid=125597
Wednesday, April 6, 2011
Is Music a Universal Language?
4/6/11
AT&T’s newest Spanish language campaign features Grammy Award-winning singer Natalia Jimenez. The commercial highlights AT&T’s high-speed internet and public hotspots by showing people enjoying a performance of her new song delivered through these portals.
According to the strategic planners, the insight behind the effort is that one of the key passions of Latinos is music. And, advertising in Spanish creates an instant connection with the target. (Baar, 2011)
But where does that leave the rest of us? Will we all need to brush up on our Spanish to appreciate the spot?
Baar, A. (2011, April 5). AT&T Enlists Jimenez in Hispanic Campaign. mediapost.com. Retrieved April 6, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148053&nid=125449
AT&T’s newest Spanish language campaign features Grammy Award-winning singer Natalia Jimenez. The commercial highlights AT&T’s high-speed internet and public hotspots by showing people enjoying a performance of her new song delivered through these portals.
According to the strategic planners, the insight behind the effort is that one of the key passions of Latinos is music. And, advertising in Spanish creates an instant connection with the target. (Baar, 2011)
But where does that leave the rest of us? Will we all need to brush up on our Spanish to appreciate the spot?
Baar, A. (2011, April 5). AT&T Enlists Jimenez in Hispanic Campaign. mediapost.com. Retrieved April 6, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148053&nid=125449
Wednesday, March 30, 2011
Will guys buy Vaseline Men if a former NFL star tells them to?
3/30/11
Unilever has just announced that they are launching a campaign for their Vaseline Men line tied to the NFL draft and featuring Michael Strahan, former defensive end for the NY Giants.
The focused effort includes an online game, a technique that the brand has used successfully in the past as it has delivered double-digit growth in the two years since its launch in 2008.
The stated goal in the selection of Strahan as spokesperson for the line is to communicate the fact that “it’s perfectly macho for men to moisturize.” (Neff, 2011)
What do you think? Will this strategy be successful? Does it make sense to address men directly rather than their wives, who may do the family shopping?
Neff, J. (2011, March 30). Vaseline Men Kicks Off NFL-related Promotion Despite Lockout. adage.com. Retrieved March 30, 2011, from
http://adage.com/article/news/vaseline-men-kicks-nfl-related-promotion-lockout/149631/
Unilever has just announced that they are launching a campaign for their Vaseline Men line tied to the NFL draft and featuring Michael Strahan, former defensive end for the NY Giants.
The focused effort includes an online game, a technique that the brand has used successfully in the past as it has delivered double-digit growth in the two years since its launch in 2008.
The stated goal in the selection of Strahan as spokesperson for the line is to communicate the fact that “it’s perfectly macho for men to moisturize.” (Neff, 2011)
What do you think? Will this strategy be successful? Does it make sense to address men directly rather than their wives, who may do the family shopping?
Neff, J. (2011, March 30). Vaseline Men Kicks Off NFL-related Promotion Despite Lockout. adage.com. Retrieved March 30, 2011, from
http://adage.com/article/news/vaseline-men-kicks-nfl-related-promotion-lockout/149631/
Wednesday, March 23, 2011
Are Roger Federer fans a good target for Swiss chocolate?
3/23/11
Swiss chocolatier Lindt thinks so. They have decided to become host sponsor of this year’s Sony Ericsson Open in Miami. The sponsorship includes signage, product demos at the Lindt Lindor Dream Center, and sampling throughout the grounds, and even at tournament partner hotels. There’s also a text promotion offering seat upgrades, commercials and trivia on jumbo screens, an online sweepstakes and a Twitter contest. In short it’s a truly integrated promotion targeted to the approximately 300,000 attendees. (Greenberg, 2011)
Is this a good idea? Do you think it will be successful? Will it have a ripple effect?
Greenberg, K. (2011, March 21). Lindt Serves Up Chocolate At Sony Ericsson Open. mediapost.com. Retrieved March 22, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=147062&nid=124941
Swiss chocolatier Lindt thinks so. They have decided to become host sponsor of this year’s Sony Ericsson Open in Miami. The sponsorship includes signage, product demos at the Lindt Lindor Dream Center, and sampling throughout the grounds, and even at tournament partner hotels. There’s also a text promotion offering seat upgrades, commercials and trivia on jumbo screens, an online sweepstakes and a Twitter contest. In short it’s a truly integrated promotion targeted to the approximately 300,000 attendees. (Greenberg, 2011)
Is this a good idea? Do you think it will be successful? Will it have a ripple effect?
Greenberg, K. (2011, March 21). Lindt Serves Up Chocolate At Sony Ericsson Open. mediapost.com. Retrieved March 22, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=147062&nid=124941
Wednesday, March 16, 2011
Are you watching television on your computer yet?
3/16/11
A recent study shows that nearly 1/3 of urban media consumers are watching television on their computers or mobile devices.
Interestingly, the numbers vary based on cultural background with 41% of Asians, 37% of Latinos, and 36% of African-Americans watching tv on alternative platforms compared to 25% of whites. (Friedman, 2011)
What about you? Did you watch the latest episode of American Idol on your iphone?
Friedman, W. (2011, March 11). Non-Traditional TV Viewing Surges. mediapost.com. Retrieved March 16, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=146589&nid=124657
A recent study shows that nearly 1/3 of urban media consumers are watching television on their computers or mobile devices.
Interestingly, the numbers vary based on cultural background with 41% of Asians, 37% of Latinos, and 36% of African-Americans watching tv on alternative platforms compared to 25% of whites. (Friedman, 2011)
What about you? Did you watch the latest episode of American Idol on your iphone?
Friedman, W. (2011, March 11). Non-Traditional TV Viewing Surges. mediapost.com. Retrieved March 16, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=146589&nid=124657
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