Rachael F Garcia

Shouldn't a company that sells high tech products be using social media?

2009-08-10T14:00:00.000-07:00

Bud Light...not so funny?

2009-08-10T13:48:00.000-07:00

Ad Age reported today that Bud Light has seen their first negative sales in their 27 year history.

Critics argue that perhaps this is caused by their recent campaigns which just - aren't funny.

I would argue that the consumer's social behaviors have been changing due to the economy. Just ask bar owners. When people are trying to save some cash, they are less likely to be loyal to their "beer of choice" and opt to drink whatever is on special. I would also think that people are just...going out less.

I love you man...

2009-08-10T13:47:00.000-07:00

Spuds Mackenzie...

2009-08-10T13:45:00.000-07:00

Wish Banana actually had some Betty Draper inspired pieces

2009-08-05T13:35:00.000-07:00

Such a fan of the style of vintage ads...check out Stella's new spot

2009-08-05T13:32:00.000-07:00

I'm Lovin' It

2009-07-20T20:40:00.000-07:00

Check Out This Obie Nom...

2009-07-20T20:38:00.000-07:00

Hilarious Viral Ad From DDB

2009-07-20T20:33:00.000-07:00

Nationwide iPhone Application

2009-06-29T16:59:00.000-07:00

What a great idea! An insurance provider has now found a way to connect with their customers on a whole new level. The application features several services helpful for when someone gets in a car accident. Including: camera, flashlight, accident locator, contact information input system.

What I'm hoping they are working on now is a way to use this application to connect with their consumers on a more regular basis. Hopefully, their customers are getting into enough accidents to require usage of this application on a regular basis. They could perhaps use the information they gather when people download the app to help them learn about their customer.

The Most Interesting Ad Campaigns in the World

2009-06-05T11:46:00.002-07:00

The last two posts are from ad campaigns that I have been hearing about for weeks from some of my guy friends.

Needless to say, I must not be in their target market because I eventually had to YouTube the videos to get a glimpse at these ads.

Neither of these products are items I would purchase...but I can relate to the humor of these ads.

This is definitely some great strategic ad placement!

Stay Thirsty My Friends

2009-06-05T11:46:00.001-07:00

Fresh Nike Ad Campaign

2009-06-05T11:43:00.000-07:00

Did You Know?

2009-06-05T11:39:00.000-07:00

Opportunity Rings

2009-05-12T10:19:00.001-07:00

Nokia recently announced that they are planning to launch a new program that provides advertisers with the ability to brand their cell phones. The program is scheduled to launch during the second half of 2009. Nokia is currently reaching out to the entertainment industry to find potential branders. The idea behind this campaign is that by branding cell phones they can develop a deeper brand loyalty amongst consumers. This program was tested in Brazil with a few personal care products and Coca-Cola, and has already seen great success.

The first target for Nokia lies within the entertainment industry. The potential here is that cell phones are already extremely tied to the entertainment industry. Some people use their cell phones to listen to downloaded music, and a large majority of people download Mp3 ringtones. So, it seems like a reasonable guess that people would be open to further brand their cell phones with their favorite musicians.

The most potential can be seen in the tween market. Tweens are very brand loyal and are known to follow trends. Nokia could even use celebrity endorsements and strategic product placements to get their new phones recognized. Popular teen idols like Hannah Montana have seen great success with product placement campaigns. Something that Nokia didn’t mention was the possibility of marketing luxury brands. One of Coach’s largest audiences lies within the tween market. Carrying a Coach phone could become a trend amongst this group. Whether or not luxury brands would want to promote through this channel remains to be seen.

Motorola reeled out similar campaigns in 2007 and 2008 with their Razor and Rocker phones. In 2007 U.S. Cellular was selling a red Motorola Razor cell phone that read: Red(One) on the back of it. This was created to promote the Aids Foundation. A portion of the proceeds from each phone were donated to the Aids Foundation. Sports teams have even employed similar tactics. In 2008, US Cellular was promoting a blue and orange Rocker phone deemed the Chicago Bears phone. Purchasers of the phones could receive discounts on tickets and the chance to win Bears promotional items.

If Nokia is attempting to penetrate the market beyond the tweens they will face some challenges. The greatest competition for Nokia will be with the iPhone. Recently more and more people have been switching over to the iPhone. All of the unique applications and Mp3 capabilities really make the Apple product stand out from its competitors. Unless Nokia re-evaluates their product and its features to help it compete against the iPhone, it will struggle to compete with their market share.

Social Media Scams

2009-05-04T13:36:00.000-07:00

I came across an article on aol.com this morning on all of these work from home job scams. With the current economic situation people are getting desperate. Interestingly enough one of the scams was to convince people to buy these “Google Cash Kit” which tell people that they can make more than $5,000 just by posting links on google. These kits were detailed as being sold for $1 a piece. Yet, people were actually giving their credit card information to these promoters and in turn being charged multiple fees month after month.

The con artists behind these scams were using social media outlets like Craigslist, Twitter and bloggs to promote their scam and attract their victims. Here in the Illinois Medical District, one of our institutions, UIC has seen many young students conned by Craigslist. The difficult part is that anyone is able to advertise whatever they want through these outlets without any kind of standards. The biggest scam we have seen is when a student agrees to purchase an item, brings the cash and gets robbed. It is simply used as a way for the con artists to bait their victims.

Should there be standards to monitor social media outlets?

Agency Challenge

2009-04-28T09:28:00.001-07:00

Advertising Age featured an article detailing a new pay-for-performance method that Coca-Cola has recently adopted. Coca-Cola established a new model where marketers are only rewarded if they meet their initial campaign goals. The bonus for marketers is that if they reach the goals set forth, they can receive up to 30% of profit margins. If the agency doesn’t reach their goals they simply recoup their costs. Another important factor is that instead of paying an agency hourly rate, each project will now be assigned a flat rate.

This new method was established to create a model where performance is rewarded and mediocre results reap no benefits. The issue that really seems to be causing some concern amongst marketers is that traditionally agencies determine what the goals are and then report those goals and expectations to their clients. With this new model, Coca-Cola will establish the goals of each project or campaign.

Another tricky aspect lies with measuring the value of a project. There are a few factors considered when determining the value of a project: the talent working on project, the work’s strategic importance and whether other agencies can duplicate the work.

The hourly fees can really pile up when modifications are made and when modifications are needed. It would be interesting to see how the results are measured. Evaluating the success of a campaign can be subjective. The goals have to be extremely poignant to ensure that they are measurable. What is not clear is if an agency can receive some compensation if some of the goals are met but not all. If Coca-Cola is establishing these goals, who is to say that they will be measurable.

The results of this new method could benefit both the marketers and the client. The client may see better results and the agency could receive compensation for their success.

There could be some negative affects that are incurred for utilizing a pay-for-performance method. Perhaps the best agencies won’t want to take a gamble that they will only receive compensation if their campaigns work. Additionally, Arguments may arise amongst clients and agencies when determining whether goals are met.

It will be interesting to take a comparison of traditional hourly rates verses this new pay-for-performance method. Will the marketers end up making more money? Will the client end up saving money?

Chicago Tribune Charities

2009-04-13T20:40:00.000-07:00

Chicago Tribune Charities

Landing Page:

First, we need to create a mandatory landing page that collects information from anyone who visits the site. We really need to start building our database. If someone is visiting their site they are already interested and we can target them in our campaigns.

Facebook:

I think we should set up a facebook page/interst group - an e-mail blast can notify the people already in their database about the new page/group so that they can "become a fan". This has been extremely helpful with a the charities I have been involved with. Once these people "become fans" their friends receive news feed alerts about it. It can be a great way to get more people involved.

Donation Page:

I think we should remove the donate without logging in option. People will enter their information if asked. Once people register, a page should pop up that says make my donation. We could also set it up so that each person that registers can track their donations and keep a log. When people return to visit the site a second or third time it can say things like..."your last donation was...contribute $X today. We should also have a few lines that allow people to invite their friends to visit the page or register.The concept of tracking can be helpful to remind people if it has been a while since they donated. It will also be helpful for them for their taxes. I also think it would be a good idea to add the monetary amount that people can donate. By suggesting an amount they would be more likely to receive donations.

Get Involved/Interest Groups:

We can set up a separate page that allows people to get involved with Chicago Tribune Charities. For example we can set up a program where people can sign up to host a coffee/fundraiser. They will be given a packet with print materials on the organization, a video that shows success stories and how Chicago Tribune Charities has helped their community. The party host will have a sign in sheet to collect information and potentially donations. The print materials and video help keep the message consistent. The page can also have an area where it lists fundraisers and events for Chicago Tribune Charities in their area.

Success Stories:

I think a great way to convince people to donate would be to have
success stories that highlight how Chicago the Chicago Tribune
Charities have helped and made such a huge impact. People like
to know that their money is making a difference. Thats why those
feed the hungry/adopt a child infomercials were so successful.

More to come...

Meet the CTP

2009-04-06T18:25:00.001-07:00

I am currently employed as the Director of Marketing for the Chicago Technology Park. Here is a picture of our trade show booth from Bio International hosted in San Diego, California. We came up with a Route 66 theme - this concept originated from our desire to promote a new development within our district located on the historic Route 66. Our giveaways were little remote control branded cars. Right now we are prepping for Bio International 2009 - in Atlanta (next month).