tag:blogger.com,1999:blog-82484288985703725522024-03-13T04:41:40.929-04:00Drew Kerr - Strategy & Placement PortfolioAn in-depth ongoing current portfolio with links of Drew Kerr's strategic work and achievements across digital and traditional domains.
Index is in the right hand column.Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comBlogger245125tag:blogger.com,1999:blog-8248428898570372552.post-34227756973243468882012-09-24T20:51:00.004-04:002012-09-24T20:51:49.926-04:00Extensive interview with me on behalf of client YouGov BrandIndex on page 3 of NY Post<h1>
<a href="http://www.nypost.com/p/news/national/nicest_noshes_OqextiueyCSs8LmOsQ3ikI" target="_blank">Ritz cracker the top snack in the US</a></h1>
<ul id="story-meta">
<li class="byline">By TODD VENEZIA</li>
<li class="date updated"><span>Last Updated:</span> 6:41 AM, September 24, 2012</li>
<li class="date posted">
<span>Posted: </span> 12:35 AM, September 24, 2012</li>
</ul>
When it comes to snacks, Americans are puttin’ on the Ritz.<br />
<br />
Although
it’s nearly 80 years old, the basic buttery Ritz cracker is still the
favorite salty treat in the United States, a new poll found.<br />
<br />
The
round staple of Mad Men-era dinner parties beat a list of chips and
crackers that included Lay’s potato chips in second and Doritos in
third.<br />
<br />
“[Ritz] have durability and predictability,” said Drew
Kerr, spokesman for YouGov BrandIndex, which ran the survey. “People
take comfort knowing their snack will be in one consistent shape, and
Ritz certainly personifies that. <br />
<div class="intext_area" id="intext_area_middle">
<div class="intext_object intext_photo">
<img alt="GOLDEN OLDIE: Aga-ta Ratajczyk of the East Village with the top US snack food." height="300" src="http://www.nypost.com/rw/nypost/2012/09/24/news/web_photos/24.1n003.snackfoods1.C.TA--300x300.jpg" title="GOLDEN OLDIE: Aga-ta Ratajczyk of the East Village with the top US snack food." width="300" />
<div class="photo-credit">
<i>Helayne Seidman</i></div>
<div class="caption">
<i><strong>GOLDEN OLDIE:</strong> Aga-ta Ratajczyk of the East Village with the top US snack food.</i></div>
<div class="caption">
<i> </i></div>
</div>
</div>
“Lay’s, while delicious, are unpredictable — you still don’t know what they’ll look like until you pull them out of the bag.”<br />
<br />
Fourth and fifth were Fritos corn chips and Orville Redenbacher popcorn.<br />
<br />
The poll found a split between the sexes — men prefer Doritos while women go for Redenbacher.<br />
<br />
“Guys
probably want a snack they can grab right away without any work
involved, and they don’t care about the Doritos dust it leaves on their
hands,” Kerr said. “Women, on the other hand, may have more patience
cooking popcorn.”<br />
<br />
The top five snacks remained unchanged from last year, though there were some notable brands that made moves on the list.<br />
<br />
Kettle Chips reached No. 14 this year.<br />
<br />
“Anything
‘kettle’ has grown very popular in the past few years, implying a style
of cooking that is ‘natural’ and ‘fresher,’ especially using the
trendiest of ingredients, sea salt,” Kerr said.<br />
<br />
“Nowadays, it’s
not just regular ‘popcorn,’ but ‘kettle corn.’ So when you take the
‘kettle’ concept and combine it with the very popular potato chip, you
can’t go wrong.”
Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-81752748291844338532012-08-26T15:10:00.005-04:002012-08-26T15:10:51.721-04:00Edit and place Tenthwave op-ed "Outsourcing Your Voice" op-ed in Mediapost<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhC18P05ZjcFixUDZAnasOOGmd08ozeZiqXvErRg__EJ9Md1DQIy6cu__KHiQkeUPxXEY44Adf252DR-cSvDiAwVq1YyOwTecg8Rggu8G62zNXKSfBCPTvtoXOFwku6c9Y4jfF810l_NpA/s1600/media-post-logo.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="58" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhC18P05ZjcFixUDZAnasOOGmd08ozeZiqXvErRg__EJ9Md1DQIy6cu__KHiQkeUPxXEY44Adf252DR-cSvDiAwVq1YyOwTecg8Rggu8G62zNXKSfBCPTvtoXOFwku6c9Y4jfF810l_NpA/s320/media-post-logo.png" width="320" /></a></div>
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<a href="http://www.mediapost.com/publications/article/181102/outsourcing-your-voice-lessons-for-brands.html" target="_blank">Outsourcing Your Voice: Lessons For Brands</a></h1>
<div id="meta">
by <a class="authorEmail" href="http://www.mediapost.com/publications/author/3880/jaime-hoerbelt/" rel="author">Jaime Hoerbelt</a>,
Aug 23, 2012, 8:00 AM
</div>
<div style="background-color: white; border: medium none; color: black; overflow: hidden; text-align: left; text-decoration: none;">
<br /><h3>
JAIME HOERBELT</h3>
<img src="http://media.mediapost.com/images/author_headshot/Jaime-Hoerbelt.jpg" /> <a href="http://www.mediapost.com/people/jaimehoerbelt6848/">Jaime Hoerbelt is social media strategist, tenthwave.</a><br />
<div style="background-color: white; border: medium none; color: black; overflow: hidden; text-align: left; text-decoration: none;">
<br /></div>
<br />Who’s controlling your brand message?<br />
<br />
Recent high-profile
Twitter blunders from Progressive Insurance and online store
CelebBoutique underscore the challenges of outsourcing your
voice as a brand.<br />
<br />
Not too long ago, every brand communication
was painstakingly crafted in a boardroom or executive suite. Now, in the
age of social media, control of a brand’s message
can be in the hands of countless social media experts, consultants,
freelancers, or even interns. They’re communicating with consumers
multiple times a day on Facebook and Twitter, which raises
two problems: maintaining consistency in an integrated marketing plan --
especially when social media is outsourced to social media agencies or
consultants -- and establishing an authentic brand voice
that can keep up with the consumers’ demands for unlimited access.<br />
<br />
In order to successfully outsource your voice, here are some key strategies:<br />
<br />
<strong>1. Find a way to blend
your brand knowledge and social meda expertise</strong><br />
Unlike
most other media channels, your brand voice in social media must be
flexible -- you have to appeal to fans on an individual level
and respond quickly to their comments. The challenge is maintaining a
consistent tone while still being timely and multidimensional. There are
several ways that brands try to stay true to their voice
-- with varying degrees of success.<br />
<br />
The first way that brands
have established to adjust their communications is by working with a
social media agency, which handles all of the daily
interaction with consumers. The second way is by creating an internal
department to handle all of the social media communications. The third
way is a hybrid between the two -- the brand has a social
media team internally but works with an agency in creating concepts and
execution.<br />
<br />
The first two approaches are fairly common, but have
their drawbacks. On the plus side, an internal team has
instant access to customer service, public relations, and legal resources
to answer questions and draft appropriate messaging. However, the
internal department may lack expertise in with managing
multiple diverse communities, analyzing the latest methods in
benchmarking and measuring ROI, and often the awareness of what other
brands are doing to push the envelope.<br />
<br />
The third approach is
ideal because it combines the talents of both the brand team and the
social media agency. Brands that do this successfully often keep certain
aspects of community management in-house, like customer
service, but rely on the social media agency to help set benchmarks, to
increase engagement, or to come up with campaign ideas.<br />
<br />
For
example, an agency and a brand will work together in the
real world by splitting up certain social media tasks and joining forces
on others. Customer service and public relations are owned by the
brand. Social media strategy and campaign concepts are
created by the agency. The editorial calendar is written and published
by the agency, but establishing what trending topics are brand
appropriate, deciding which products to focus on and defining
social media objectives are ultimately up to the brand. This
collaborative process allows for the best balance of expertise.<br />
<br />
<br />
<strong>2. Inflexible messaging never sounds authentic</strong><br />
It’s easy to fall into standardized, robotic messaging to keep a
brand’s communications in check. However, fostering fluid conversations
with consumers gives the brand more power than
it takes away. Consumers can spot the difference between a company that
is passionate about speaking to them and one that is afraid. They will
rally behind brands that they can make a more meaningful
connection with -- and rally against ones that sound like machines.<br />
<br />
One
brand that is doing a great job of balancing control and authenticity
is Four Seasons Hotels and Resorts. This
hospitality chain successfully encourages regular engagement among fans
without sounding repetitive or formulaic. When a fan posts about how
great her stay was, Four Seasons asks for photos from her
trip. When another fan asks where he should stay in Canada, the chain
offers smart, timely advice. Not only is Four Seasons sparking
engagement, it’s encouraging sales in a natural way that
doesn’t speak down to the consumer. Four Seasons positions itself as a
resource for brand-loyal travelers -- a valuable network of people to be
communicating with regularly.<br />
<br />
The lesson
is clear: It’s no longer enough for a brand to use social media purely
to push out commercial messaging. Today, corporate entities must put
systems in place that invite genuine two-way
communication with consumers. They also must ensure that the
communication is true to the brand and sounds personal. A brand can do
both by collaborating with a social media agency and holding its
voice to same standards as their customer -- their Facebook fans and
Twitter followers.<br />
<div style="background-color: white; border: medium none; color: black; overflow: hidden; text-align: left; text-decoration: none;">
<br /></div>
</div>
Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-69046438445355659492012-08-26T14:59:00.001-04:002012-08-26T14:59:27.930-04:00Arrange Tenthwave's work on Facebook/CNN's voting app in Mashable, goes viralWorking with Facebook's public relations department and collaborating with my client, we were able to get huge play for Tenthwave and their work on Facebook/CNN's new voting app, "I'm Voting." This included negotiating prominent play for Tenthwave in Facebook's blog post on the launch.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijBFx2r83GF4DhupVdkwA9ugmv7b-_GNxGseUui03R9LpegwGqtHk0YgDes_-2eWOA-_W9knlgp6-ENI6lqDYp4o3G_i6sALla5kKB9Xf8GqO1IltH8qac7qM5FQJbktOCKAVP_BZMy6E/s1600/Mashable_Logo_1280px.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="64" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijBFx2r83GF4DhupVdkwA9ugmv7b-_GNxGseUui03R9LpegwGqtHk0YgDes_-2eWOA-_W9knlgp6-ENI6lqDYp4o3G_i6sALla5kKB9Xf8GqO1IltH8qac7qM5FQJbktOCKAVP_BZMy6E/s320/Mashable_Logo_1280px.png" width="320" /></a></div>
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<h1>
<a class="headline source-org" href="http://mashable.com/2012/08/22/facebook-voting/">Facebook App Helps You Share Political Views</a></h1>
Want to wear your political allegiance proudly on your <a href="http://mashable.com/category/facebook/">Facebook</a> profile this <a href="http://mashable.com/follow/topics/2012-presidential-campaign/">election season</a>?
You’re in luck — Facebook and CNN have released an app helping Facebook
users easily share their stances on the candidates and campaign issues
with the power of Facebook’s Open Graph.<br />
<br />
When users first load the app, they’re asked to commit to voting on
Election Day. If they do, they can share that commitment to their
friends’ news feeds, perhaps creating some peer pressure to get others
to vote as well.<br />
<br />
<img alt="" class="aligncenter size-full wp-image-1304107" src="http://7.mshcdn.com/wp-content/uploads/2012/08/ImVoting3.png" title="ImVoting3" width="640" /><br />
Then, users can answer a series of questions about their political
leanings, favorite candidates and stances on various issues, including
the economy and healthcare, the responses to which can also be shared
with friends in their newsfeeds and tickers.<br />
<br />
“With Election Day right around the corner, it’s time for everyone to
get involved, understand the issues, and make a commitment to
participate,” wrote Facebook’s Politics & Government Team in a <a href="https://www.facebook.com/notes/us-politics-on-facebook/friends-make-election-2012-better-tell-your-facebook-friends-im-voting/10150976733075882" target="_blank">blog post</a>.
“We believe that the power of friends –- the social dynamic that
creates a societal impact — will result in a more involved citizenry
that turns out on Election Day, informed about the most critical issues
facing the nation.”<br />
<br />
<img alt="" class="aligncenter size-full wp-image-1304129" src="http://5.mshcdn.com/wp-content/uploads/2012/08/ImVoting1.png" title="ImVoting1" width="640" /><br />
<br />
<br />
“Everyone’s talking about politics and the election on Facebook to
begin with,” said Drew Rayman of Tenthwave Digital, which developed the
app. “We wanted to see how we could create an app that lives on Facebook
and lets users talk about the issues that are important to them and see
what the rest of the nation is talking about. Politics has always been
discussed on Facebook, but this is really the first shot over the bow in
allowing such a huge social community to get involved and speak their
mind to a much larger platform.”<br />
<br />
Users can also choose to have their answers anonymously gathered by
the app, creating a wealth of social data about Facebook users’
political leanings organized on a state-by-state basis. Any user can
access that data on the app’s interactive map. Additionally, CNN will
treat the app as a “second screen” experience for its politics coverage,
asking viewers to submit answers to questions via Facebook and
referencing users’ posted opinions throughout the election.<br />
<br />
“If a user opts-in, they’ll share their sentiment in a way that will
contribute to CNN’s understanding of people’s opinions across Facebook,”
said Rayman. “After the election’s over, we’ll have a world of data
that may tell us some very interesting things for next time.”<br />
<br />
The app, which can be <a href="https://www.facebook.com/uspolitics/app_195983790531602" target="_blank">accessed here</a>, is available in both English and Spanish-language versions.<br />
<br />
<img alt="" class="aligncenter size-full wp-image-1304131" src="http://7.mshcdn.com/wp-content/uploads/2012/08/ImVoting2.png" title="I'mVoting2" width="640" /><br />
<h3>
++++</h3>
<h1>
Facebook's "U.S. Politics" blog post announcing the launch of "I'm voting."</h1>
<div>
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<div>
<a href="https://www.facebook.com/notes/us-politics-on-facebook/friends-make-election-2012-better-tell-your-facebook-friends-im-voting/10150976733075882" target="_blank">Friends Make Election 2012 Better: Tell Your Facebook Friends ‘I’m Voting’</a></div>
</h2>
</div>
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by <a data-hovercard="/ajax/hovercard/page.php?id=129228016794" href="https://www.facebook.com/uspolitics">U.S. Politics on Facebook</a> on Wednesday, August 22, 2012 at 1:59pm ·</div>
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<br />
Former Speaker of the House Tip O’ Neill used to say that all politics is local. Today all politics is <i>social</i> – and the 2012 campaign is shaping up to be most social in history. With that in mind, <a href="https://www.facebook.com/facebook"><b>Facebook</b></a> and <a href="https://www.facebook.com/CNN"><b>CNN</b></a> are thrilled to launch the <a href="https://www.facebook.com/uspolitics/app_195983790531602"><b>“I’m Voting”</b> app</a>
-- an interactive and uniquely social tool that will make it even
easier for the people who use Facebook to make their voices heard this
election cycle.<br />
<br />
The app, created by platform developer and digital marketing agency <a href="http://www.facebook.com/tenthwave"><b>Tenthwave Digital</b></a>,
allows users to both make a commitment to vote, and to choose the
candidates and issues that matter most to them – the economy, health
care, immigration, foreign policy (see screenshots below).<br />
<br />
Here are a few highlights of the “I’m Voting” app:<br />
<ul>
<li><b>Social by Design</b>
-- The app is social by design, helping people see where their Facebook
friends stand on certain issues. The Open Graph enabled app allows
people to keep their views private or share with friends through
Facebook Timeline, News Feed, and real-time Ticker.</li>
</ul>
<ul>
<li><b>Visually Engaging</b>
– The app lets people see how many of their Facebook friends have
joined them in supporting particular issues or candidates – and those
commitments are displayed on an interactive map.</li>
</ul>
<ul>
<li><b>Mobile and Second Screen</b>
– The app, which is available on mobile and desktop devices, will serve
as a “second screen” for CNN’s on-air and online content. CNN will
utilize the app to ask Facebook users about the important issues driving
the national dialogue, and then report on their answers.</li>
</ul>
<ul>
<li><b>English and Spanish</b> – The app will be available in both English and Spanish in an effort to reach and engage a broad community.</li>
</ul>
Tenthwave Digital previously collaborated with Facebook on deep interactive experiences like <a href="https://www.facebook.com/stopbullyingspeakup/app_180724168665670">“<b>Stop Bullying: Speak Up</b>,”</a> and <a href="https://www.facebook.com/USMilitary/app_103926973053781">“<b>A Nation Gives Thanks</b>”</a> -– an app that honors the contributions of the U.S. military.<br />
<br />
With
Election Day right around the corner, it’s time for everyone to get
involved, understand the issues, and make a commitment to participate.
We believe that the power of friends – the social dynamic that creates a
societal impact -- will result in a more involved citizenry that turns
out on Election Day, informed about the most critical issues facing the
nation.<br />
<br />
Let’s all make the commitment: “I’m voting.”<br />
<br />
<i>-- Facebook Politics & Government Team</i><br />
<br />
<i>++++</i><br />
<br />
<i> FURTHER PICKUP FOR TENTHWAVE:</i><br />
<i><br /></i>
ALLFACEBOOK - "<a href="http://allfacebook.com/facebook-cnn-launch-im-voting-app_b97960" target="_blank">Facebook, CNN Launch I'm Voting App</a>."<br />
THE NEXT WEB: "<a href="http://thenextweb.com/facebook/2012/08/22/facebook-launches-im-voting-app-cnn/?utm_source=GooglePlus" target="_blank">Facebook and CNN launch 'I'm Voting' App</a>.'"<br />
<br /></div>
Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-86416721087629339612012-08-26T14:32:00.001-04:002012-08-26T14:33:43.994-04:00Place Bloomberg Markets ranking of richest family offices with targeted UK, Asia and US mediaI orchestrated the breaking of Bloomberg Markets' second annual ranking of the richest family offices to London and US media which cover family wealth, including two articles in Campden FB (Family Business).<br />
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<h1>
<a href="http://www.wealthbriefing.com/wealthbriefingasia/html/article.php?id=48480" target="_blank">HSBC's Family Office Business Retains World Number One Crown</a> </h1>
HSBC Private Wealth Solutions, part of UK/Hong Kong-listed <a href="http://www.wealthbriefing.com/html/results_cms.php?formsearchtype=all_dates&keywords=HSBC" title="Click here for more stories relating to this link">HSBC</a>,
has retained its title as the world’s number one family office business
in terms of assets under advisement, according to the second annual
ranking of the sector by <i>Bloomberg Markets</i>.<br />
<br />
The ranking, which features in the September issue of <i><a href="http://www.bloomberg.com/news/2012-08-06/richest-family-offices-seeing-fastest-growth-as-firms-oust-banks.html" title="Click here for more stories relating to this link">Bloomberg Markets</a></i>
magazine, puts HSBC Private Wealth Solutions’ AuA figure at $123.6
billion, derived from 297 client families. Importantly, the business has
grown its AuA by 21 per cent year-over-year, putting it in fifth place
in terms of greatest year-over-year growth. In the 2011 ranking HSBC
Private Wealth Solutions recorded $102 billion in assets under
advisement.<br />
<br />
<b>The top ten</b><br />
Turning back to the rest of the top five for 2012, Chicago-headquartered <a href="http://www.wealthbriefing.com/cms/search_company_keyword.php?formsearchtype=all_dates&keywords=Northern%20Trust" title="Click here for more stories relating to this link">Northern Trust</a> was ranked second, with an AuA figure of $90.0 billion and 4,101 client families, while <a href="http://www.wealthbriefing.com/cms/search_company_keyword.php?formsearchtype=all_dates&keywords=BNY%20Mellon%20Wealth%20Management" title="Click here for more stories relating to this link">BNY Mellon Wealth Management</a> came third with $64.5 billion in AuA from 424 client families. Rounding out the top five were <a href="http://www.wealthbriefing.com/cms/search_company_keyword.php?formsearchtype=all_dates&keywords=Bessemer%20Trust" title="Click here for more stories relating to this link">Bessemer Trust</a> ($62.4 billion in AuA from 2,100 client families) and Geneva-based <a href="http://www.wealthbriefing.com/cms/search_company_keyword.php?formsearchtype=all_dates&keywords=Pictet" title="Click here for more stories relating to this link">Pictet</a> ($57.3 billion in AuA from fewer than 50 client families).<br />
<br />
Just outside the top five was Switzerland’s <a href="http://www.wealthbriefing.com/cms/search_company_keyword.php?formsearchtype=all_dates&keywords=UBS%20Global%20Family%20Office" title="Click here for more stories relating to this link">UBS Global Family Office</a>, which recorded £37.3 billion in AuA and 125 client families.<br />
<br />
++++<br />
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<h1>
<a href="http://www.campdenfb.com/article/global-family-office-businesses-ranked" target="_blank">Global family office businesses ranked</a></h1>
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Article |
<time content="2012-08-07T11:16:30+01:00" datetime="2012-08-07">7 August, 2012 11:16 AM</time>
| By <a content="Attracta Mooney" href="http://www.campdenfb.com/author/attracta-mooney" rel="foaf:publications">Attracta Mooney</a></div>
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The private banking arms of large
financial institutions dominate a list of firms managing the money of
wealthy families, but independent wealth managers are showing the
fastest growth.<br />
<br />
That’s according to new <a href="http://www.bloomberg.com/news/2012-08-06/richest-family-offices-seeing-fastest-growth-as-firms-oust-banks.html">figures from <i>Bloomberg Markets</i> magazine</a>,
which says HSBC Private Wealth Solutions manages $123.6 billion (€100
billion) – an increase of 21% year on year – for 297 families, while BNY
Mellon Wealth Management saw assets under advisement fall 1% to $64.5
billion.<br />
<br />
This compares to growth of 36% to $3.6 billion at independent US
firm Signature – which saw the greatest rise in assets under advisement.<br />
<br />
Under <i>Bloomberg Markets</i>’ definition, both private banks and independent firms were classed as <a href="http://www.campdenfb.com/articles/Family%2520Office">family offices</a>
– so long as they offered “comprehensive investment and non-investment
services” to wealthy families. Single family offices were excluded –
when asked why, <i>Bloomberg Markets</i> did not respond.<br />
<br />
Private banks made up nine of the top 10, found the research,
published in the magazine’s September issue under the title The World’s
Richest Family Offices.<br />
<br />
However, the piece said: “Boutique family offices question both the
big banks’ level of service and their motivation; they say the banks are
too eager to sell their own hedge and mutual funds to clients.”<br />
<br />
Over 115 firms responded to a survey, carried out using a database
of 1,000 firms worldwide from the Family Office Group. There were some
notable omissions, including the UK’s Fleming Family & Partners,
which manages about £4 billion (€5 billion). The smallest firm on the
list was Texas-based Tolleson Wealth Management with $2.4 billion in
assets under advisement.<br />
<br />
The research said a number of those on the list, including UBS
Global Family Office, were working hard to get clients in Asia by
sitting up new units or expanding services. However, no Asian firm or
bank made <i>Bloomberg Markets</i>’ top 50 – which was ranked by assets under advisement.<br />
<br />
The smallest offices on the list in terms of families were
Seattle-based McCutchen Group with AUA of $5.2 billion for four
families, Geneva’s 1875 Finance managing $5.1 billion for three families
and Boston-based Bollard Group with $2.6 billion for eight families.<br />
<br />
The research ranked 1875 Finance as the top firm by assets per
family ($1.7 billion per family on average), followed by McCutchen Group
($1.3 billion on average) and Geneva-based Pictet ($1.1 billion on
average).</div>
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<h1>
<a href="http://www.businessinsider.com/check-out-the-top-20-money-managers-for-wealthy-families-2012-8?op=1" target="_blank">The Top 20 Firms Where Rich Families Put Their Fortunes</a></h1>
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<a class="hidden_link" href="http://www.businessinsider.com/blackboard/bloomberg">Bloomberg</a> Markets Magazine <a href="http://www.bloomberg.com/news/2012-08-06/richest-family-offices-seeing-fastest-growth-as-firms-oust-banks.html">ranked the top firms that manage money for the wealthiest families</a>.
Many of the top multifamily offices are associated with banks, while others are independently operated.<br />
<br />
And, many of these money managers offer services beyond just traditional investments and <a class="itxtrst itxtrsta itxthook" href="http://www.businessinsider.com/check-out-the-top-20-money-managers-for-wealthy-families-2012-8?op=1#" id="itxthook0" rel="nofollow" style="background-color: transparent; border-bottom: 0.075em solid darkgreen; color: darkgreen; font-size: 100%; font-weight: normal; padding-bottom: 1px; text-decoration: underline;"><span class="itxtrst itxtrstspan itxthookspan" id="itxthook0w0" style="background: transparent; color: darkgreen; font-size: inherit; font-weight: inherit;">taxes</span></a> — we're talking about anything from family therapy to preempt any conflicts over cash to money training for the kids.<br />
<br />
If you're going to invest billions, you might as well get <a class="itxtrst itxtrsta itxthook" href="http://www.businessinsider.com/check-out-the-top-20-money-managers-for-wealthy-families-2012-8?op=1#" id="itxthook1" rel="nofollow" style="background-color: transparent; border-bottom: 0.075em solid darkgreen; color: darkgreen; font-size: 100%; font-weight: normal; padding-bottom: 1px; text-decoration: underline;"><span class="itxtrst itxtrstspan itxthookspan" id="itxthook1w0" style="background: transparent; color: darkgreen; font-size: inherit; font-weight: inherit;">your</span><span class="itxtrst itxtrstspan itxthookspan" id="itxthook1w1" style="background: transparent; color: darkgreen; font-size: inherit; font-weight: inherit;"> </span><span class="itxtrst itxtrstspan itxthookspan" id="itxthook1w2" style="background: transparent; color: darkgreen; font-size: inherit; font-weight: inherit;">money's</span></a> worth, right?<br />
<br />
<i>Thanks to Bloomberg Markets Magazine for giving us permission to run their list</i>.</div>
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<a href="http://www.financialstandard.com.au/news/view/21752846" target="_blank"><b>MFOs take growth from banks</b></a></div>
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Tuesday, 7 August 2012 12:00pm</div>
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<span style="font-size: small;">Boutique multi-family offices are outgrowing bank-affiliated organisations worldwide, according to a Bloomberg Markets study.</span></div>
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<span style="font-size: small;">Of the top 10 fastest-growing firms ranked, only HSBC Private Wealth
Solutions was part of a big bank with the other nine on the list
boutiques.</span><br />
<br />
<span style="font-size: small;">The boutiques operate with generally smaller margins
but offer a range of services from tax advice and governance to managing
bill payments.</span><br />
<br />
<span style="font-size: small;">By size alone however, the family office units of banks still dominate with nine of the top 10 bank-affiliated.</span><br />
<br />
<span style="font-size: small;">HSBC Private Wealth Solutions comes in at number 1 in terms of total assets under advice with US$126bn as at December 31.</span><br />
<br />
<span style="font-size: small;">In
second place is Chicago-based Northern Trust Corporation with US$90bn
followed by BNY Mellon Wealth Management with US$64.5bn.</span><br />
<br />
<span style="font-size: small;">According
to Bloomberg, boutique family offices question both the big banks'
level of service and their motivation, claiming banks are often too
eager to sell their own hedge and mutual funds creating an inherent
conflict.</span><br />
<br />
<span style="font-size: small;">Last year a US federal judge ordered Citigroup to pay
two clients US$54.1 million for losses in a hedge fund that borrowed
billions in an effort to extract higher yields from municipal bonds.</span><br />
<br />
<span style="font-size: small;">The fund had been pitched to Citi's private-banking clients as a safe bond alternative.</span><br />
<br />
<span style="font-size: small;">Bloomberg
quotes the Harvard Business School Families in Business program chair
as saying multifamily offices have been trying to figure out a
profitable business model for a couple of decades and are now seeing the
limits of providing a lot of services.</span><br />
<br />
<span style="font-size: small;">In the US however boutique family offices are already attracting
buyers, with asset manager Affiliated Managers Group recently buying a
stake in a Pennsylvania-based family office firm for an undisclosed sum.</span></div>
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<h1>
<a href="http://www.campdenfb.com/article/wealthy-looking-governance-services-multi-family-offices" target="_blank">Wealthy looking for governance services from multi family offices</a></h1>
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<div class="section-date-author">
Article |
<time content="2012-08-09T11:01:51+01:00" datetime="2012-08-09">9 August, 2012 11:01 AM</time>
| By <a content="Attracta Mooney" href="http://www.campdenfb.com/author/attracta-mooney" rel="foaf:publications">Attracta Mooney</a></div>
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<span style="font-size: small;">Wealthy families are increasingly demanding more services than just investment advice from multi <a href="http://www.campdenfb.com/articles/Family%2520Office">family offices</a>, with governance skills becoming sought after.</span><br />
<br />
<span style="font-size: small;"> That’s according to Anthony Effinger, the author of a recent <a href="http://www.bloomberg.com/news/2012-08-06/richest-family-offices-seeing-fastest-growth-as-firms-oust-banks.html">report on MFOs</a> for <i>Bloomberg Markets</i> – which found that a “huge emphasis” is being placed on governance.</span><br />
<br />
<span style="font-size: small;"> “The most striking thing was the emphasis on governance this year,
and on services aimed at keeping the younger generations from making the
mistakes that come with immense wealth,” he told <i>CampdenFB</i>.</span><br />
<br />
<span style="font-size: small;"> “Clients, [MFOs] say, are very concerned with preventing the strife that can tear apart wealthy clans.”</span><br />
<br />
<span style="font-size: small;"> Family offices are responding by putting more weight on
non-financial services – the very things that they believe “set them
apart” from banks, he said.</span><br />
<br />
<span style="font-size: small;"> “They are setting up family councils to handle governance and educate younger members on the responsibilities of wealth.”</span><br />
<br />
<span style="font-size: small;"> The report cited the example of a “money camp” run by US-based MFO
Financial Management Partners, which gave children aged six to 11
classes on being rich.</span><br />
<br />
<span style="font-size: small;"> The move appears to be paying off – according to the research, of
the fastest growing wealth advisers to rich families, nine out of 10
were independent firms. HSBC Private Wealth Solutions was the only bank
listed as growing quickly.</span><br />
<br />
<span style="font-size: small;"> Although it is “easier to grow quickly” when you are small, Effinger
said it wasn’t just down to size – the research found that “there
remains significant distrust of big banks among some clients”,
particularly when it comes to product pushing.</span></div>
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Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-20185968377977548832012-08-09T16:57:00.002-04:002012-08-09T16:57:34.959-04:00Yes, that's me quoted in headline and body of PR Daily<div class="separator" style="clear: both; text-align: center;">
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<a href="http://www.prdaily.com/Main/Articles/12374.aspx" target="_blank">Trojan’s vibrator giveaway the ‘best PR stunt of the summer’</a></h1>
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<span class="author_name">By <a href="http://www.prdaily.com/Main/Articles.aspx?authorid=93e7bda7-030a-487b-858a-20c97582d556">Michael Sebastian</a> | </span><span class="posted_date">Posted: August 9, 2012</span></div>
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One PR professional is <a href="http://www.prrockandroll.com/2012/08/the-ingenious-great-vibrator-giveaway.html">calling it</a> the “best public relations stunt of the summer.”
<br />
<br />
On Wednesday, Trojan started handing out free vibrators from a hot dog
cart—dubbed “Pleasure Carts”—on the streets of New York. The company
planned to give away 10,000 on Wednesday and Thursday, updating the
location of the carts via the brand’s Facebook page. However, the city
of New York shut them down before they reached that goal, indicating
Trojan had not acquired the proper permits. <br />
<br />
According to media reports, hundreds of women—as well as some men—lined up for the free product. Or, <a href="http://www.businessinsider.com/in-the-middle-of-the-financial-district-people-lined-up-in-broad-daylight-to-get-free-vibrators-2012-8">as <em>Business Insider </em>put it</a>, “In The Middle Of The Financial District, People Lined Up In Broad Daylight To Get Free Vibrators.”<br />
<br />
As you might imagine, other New York-based media outlets had some fun with their headlines. The <a href="http://www.nypost.com/p/news/local/manhattan/city_kos_good_vibrations_Rtc8Up7hrIGqlC63E3J1fK#ixzz2347ZrNFj"><em>New York Post</em></a><em></em>
went with: “City officials pull the plug on vibrator giveaway, leaving
thousands dissatisfied.” (This story, by the way, made the cover of
Thursday’s <em>Post</em>.) Its tabloid rival, the <a href="http://www.nydailynews.com/new-york/good-vibrations-trojan-distribute-10-000-vibrators-new-york-hot-dog-stands-article-1.1131095#ixzz2347tPaak">Daily News</a>,
opted for, “Good Vibrations! Trojan to distribute 10,000 vibrators at
New York City 'hot dog' carts.” Even the Gray Lady had some fun: “<a href="http://www.nytimes.com/2012/08/07/business/media/trojan-vibrations-giveaways-in-manhattan-via-hot-dog-carts.html">A Surprise in a Hot Dog Cart</a>.”<br />
<br />
According to that<em> New York Times</em> story, the <em>retail</em>
value of the 10,000 vibrators that garnered all of that attention is
$350,000—peanuts compared to the $10.5 million it spent advertising its
products in 2011. <br />
<br />
<b>New York-based PR professional Drew Kerr, who called this the summer’s
best public relations stunt, said the marketers at Trojan deserve a
bonus for the success of the giveaway. <br /><br />
“I've always said that one of the best kinds of PR stunts is getting a
long public line to form, and in this, Trojan succeeded,” he wrote on
his </b>
<b><a href="http://www.prrockandroll.com/2012/08/the-ingenious-great-vibrator-giveaway.html">blog</a>.
</b><br />
<br />
There could be even more to come—Trojan has said the giveaway is “postponed.” </div>
<span class="posted_date"> </span></div>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-50707326421018173352012-08-09T16:49:00.002-04:002012-08-09T16:53:12.242-04:00Break YouGov BrandIndex's "Apple fanboy aging" data in The Wall Street Journal<br />
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<li class="dateStamp first"><small>August 9, 2012, 3:22 PM</small></li>
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<h1>
<a href="http://blogs.wsj.com/digits/2012/08/09/apple-%E2%80%9Cgenius%E2%80%9D-ads-though-panned-may-have-special-target/" target="_blank">Apple “Genius” Ads, Though Panned, May Have Special Target</a></h1>
<h3 class="byline">
By Ian Sherr</h3>
<h3 class="byline">
</h3>
When Apple released its “Genius”
ads during the Olympics late last month, some Mac fans were not
impressed. But one firm that tracks brand perceptions thinks Apple had
good reasons for the campaign.<br />
<br />
Unlike Apple’s typical ads these days, which exude cool and show off
what their devices can do, these 30-second clips placed an Apple tech
support employee from its retail shops in some extreme situations while
helping his customers, such as having to create a movie minutes <a href="http://www.youtube.com/watch?v=0LyIwJgQlsc&feature=plcp">before a plane lands</a>.<br />
<br />
Those familiar with other Apple ads were surprised by the more
conventional “we’re here to help” approach. A particularly harsh
reaction came from Ken Segall, whose LinkedIn profile says he worked for
an ad firm on Apple’s “Think Different” campaign.<br />
<br />
“These ads are causing a widespread gagging response, and deservedly so,” he said in a recent <a href="http://kensegall.com/2012/07/new-mac-ads-landing-with-a-serious-thud/">blog post</a>. He wrote that the company’s previously successful <a href="http://www.youtube.com/watch?v=2ktlhYOpBic&feature=related">“Mac vs. PC” campaign</a>–in
which comedians John Hodgman and Justin Long play-acted a PC and Mac
talking to one another–were largely successful because they spoke to
would-be customers and galvanized the Mac faithful.<br />
These new ads, in his view, did not. “I honestly can’t remember a
single Apple campaign that’s been received so poorly,” he said.<br />
<br />
So what was Apple thinking? YouGov’s BrandIndex, a daily tracking and survey service, thinks the answer might lie in <a href="http://www.brandindex.com/article/apple-genius-ads">shifting demographics.</a><br />
<br />
The service noticed that beginning in May of last year, the
popularity of Apple’s brand began to grow among those 35 years old and
up. By October, BrandIndex said Apple’s popularity among that
demographic had grown to its highest level in at least four years. From
early 2008 through mid-July 2011, by contrast, Apple scored higher with
the 18-34 age group, the firm said.<br />
<br />
The increased popularity among older consumers could have influenced
Apple’s decision to put out the “Genius” ads, BrandIndex said.<br />
<br />
“It appears that the 35+ demographic, which includes Boomers 50 and
over, may need more product hand-holding than the younger group–hence
the Genius,” BrandIndex said, adding that Apple’s decision to run the
ads during prime-time Olympics coverage, where the audience is easily
over 35 years old, made sense as well.<br />
<br />
Such a strategy would seem a pretty sharp departure for Apple, which
is not known for targeting ads at different audiences. Its print ads for
the iPhone 4S, for example, are pretty much the same from publication
to publication, and its television ads tend to be the same across any
channel they play on.<br />
An Apple spokesman said the company doesn’t discuss its marketing.<br />
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Whatever the Cupertino, Calif., tech giant’s thoughts or reasons for
running these “Genius” ads in particular, they overwhelmingly succeeded
in one way: they got people talking about Apple. </div>
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<br /></div>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-28824314397877284842012-08-08T17:20:00.001-04:002012-08-08T17:21:28.642-04:00Arrange for Ad Age to publish YouGov BrandIndex's Olympics halfway point perception data<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwPsAyOCGtQwwuAiWP1_V3o0TxeC2x0DVEf2_ARQDJ5uCoVv6u72oRXxmFyG29SUPHIJzC4xkyiUqWYrMNw84-GvfJ1MOHBxhNPFuYEO2p4sAZ4im7OsMLfov6UyhLlNweaKMuTAdZFPU/s1600/ad_age_logo.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="60" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwPsAyOCGtQwwuAiWP1_V3o0TxeC2x0DVEf2_ARQDJ5uCoVv6u72oRXxmFyG29SUPHIJzC4xkyiUqWYrMNw84-GvfJ1MOHBxhNPFuYEO2p4sAZ4im7OsMLfov6UyhLlNweaKMuTAdZFPU/s320/ad_age_logo.jpg" width="320" /></a></div>
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<h1>
<a href="http://adage.com/article/media/olympics-ads-reverse-bp-brand-perceptions/236599/" target="_blank">Olympics Ads Reverse BP Brand Perceptions</a></h1>
<h2>
YouGov BrandIndex Examines Olympic Marketers' Ads</h2>
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By:
<a class="tooltip_item" href="http://adage.com/author/brian-steinberg/483" rel="author">Brian Steinberg</a>
<span class="pubfix">Published: <a href="http://adage.com/results?endeca=1&return=endeca&search_offset=0&search_order_by=score&search_phrase=08/08/2012" title="Browse more stories published on August 08, 2012">August 08, 2012</a></span><br />
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The Olympics, it would seem, can turn an advertiser's reputation from tarnished to sterling.
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BP, the widely vilified oil company whose reputation took a drubbing in
2010 for the Deepwater Horizon spill in the Gulf Of Mexico, has seen
negative perceptions of its brand reversed during the first part of the
Olympics, according to a survey conducted by YouGov BrandIndex.<br />
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YouGov BrandIndex interviews 5,000 people each weekday from a
representative U.S. population sample, conducting more than 1.2 million
interviews per year, according to the company.<br />
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Respondents are drawn
from an online panel of more than 1.5 million individuals. The margin of
error is plus or minus 2%.<br />
<br />
For its survey on Olympic-advertiser perceptions, YouGov asked
respondents, "If you've heard anything about the brand in the last two
weeks, through advertising, news or word of mouth, was it positive or
negative?" It derived scores ranging from 100 to -100 by subtracting
negative feedback from positive. A zero score means equal positive and
negative feedback.<br />
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BP saw its score go from a negative 5.9 in the week prior to the
Olympics to a positive 2.6 during the first week of the games. Only <a class="directory_entry" href="http://adage.com/directory/visa/291" title="Ad Age LookBook">Visa</a>
saw its brand perception rise more during the time period, according to
the research. "We have seen the recovery with BP over the last year and
a half," said Ted Marzilli, global managing director for YouGov's
BrandIndex service. "But I think its association with the Olympics is
showing benefits."<br />
<br />
Meantime, some Olympics advertisers are seeing a decline. General
Electric, Holiday Inn and BMW have seen brand perceptions decrease by
small amounts.<br />
<br />
<a class="directory_entry" href="http://adage.com/directory/samsung-electronics-co/277" title="Ad Age LookBook">Samsung</a> and <a class="directory_entry" href="http://adage.com/directory/cocacola-co/218" title="Ad Age LookBook">Coca-Cola</a> are enjoying the most positive receptions, according to the survey.<br />
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<img alt="" class="full" height="549" src="http://gaia.adage.com/images/bin/image/full/8-7-12-OlympicSponsorPerception.jpg?1344454897" width="622" /></div>
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</div>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-60421397532356092062012-08-02T17:52:00.001-04:002012-08-02T17:52:44.809-04:00Generate record-breaking July 2012 web traffic for client YouGov BrandIndexMy media placements throughout major digital media, trades and blogs generated <i>record-breaking </i>web site visitors for research firm client YouGov BrandIndex in the month of July. The last record-breaking month for web traffic generated by press was January 2012.<br /><br />Most of the press was generated by the mid-year brand rankings and my quick turnaround drawing up the research and chart for the Chick-Fil-A controversy. All the Chick-Fil-A consumer perception charts that appeared in the press (and viewed in the correct links below) were created by me.<br />
<br />
HIGHLIGHTS INCLUDE:<br />
<br />
<b>Bloomberg News:</b> <a href="http://go.bloomberg.com/political-capital/2012-07-12/bipartisan-consensus-here-jared/" target="_blank">"Bipartisan Consensus Here: Jared!"</a><br />
<b>Politico:</b> <a href="http://www.politico.com/news/stories/0712/78481.html" target="_blank">"Bipartisan heroes for sale at Subway."</a><br />
<b>AOL Daily Finance:</b> <a href="http://www.dailyfinance.com/2012/07/30/10-suprising-brands-that-were-starting-to-love-again/" target="_blank">"10 Surprising Brands That We're Starting To Love Again."</a><br />
<b>USA Today:</b> <a href="http://www.usatoday.com/money/companies/management/story/2012-07-27/gay-marriage-corporations/56544826/1?loc=interstitialskip" target="_blank">"In gay marriage, some companies take a stand."</a><br />
<b>Huffington Post:</b> <a href="http://www.huffingtonpost.com/2012/07/16/most-buzzed-quick-service-restaurants_n_1675736.html" target="_blank">"The Top 5 Most Buzzed About Quick Service Restaurants for the First Half of 2012."</a><br />
<b>Washington Post:</b> <a href="http://www.washingtonpost.com/blogs/the-fix/post/republicans-killing-chick-fil-a-with-kindness/2012/07/30/gJQAVnYkKX_blog.html" target="_blank">"Republicans killing Chick-Fil-A with kindness."</a><br />
<b>The Atlantic:</b> <a href="http://www.theatlanticwire.com/business/2012/07/midwest-wont-abandon-chick-fil-/55130/" target="_blank">"The Midwest Won't Abandon Chick-Fil-A."</a><br />
<b>Nations Restaurant News:</b> <a href="http://nrn.com/article/chick-fil-consumer-perception-rating-drops-amid-controversy" target="_blank">"Chick-fil-A's consumer perception rating drops amid controversy"</a> and <a href="http://nrn.com/article/subway-tops-consumer-perception-ranking" target="_blank">"Subway tops consumer perception ranking."</a><br />
<b>Business Insider:</b> <a href="http://www.businessinsider.com/yougov-ranks-the-top-10-brands-of-2012-2012-7" target="_blank">"The Top 10 Brands of 2012"</a> and <a href="http://www.businessinsider.com/us-region-liked-chick-fil-a-more-post-anti-gay-controversy-2012-7" target="_blank">"Guess Which US Region Liked Chick-Fil-A More After The Anti-Gay Controversy."</a>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-59998287865527998242012-07-30T16:58:00.001-04:002012-07-30T17:01:27.101-04:00Develop and place Tenthwave's "Shopification" op-ed in Advertising Age<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxHuuHFWw9b-kG5ricsVCm17bMNo5E6NfevBNrF6evmHy3yZP2i0I9FfTVW-vWS-ippc6wlh_BCs8szJzMaWHvBMH6zlqSBhJz12b6_y3xgx55VsAmvKe_ilUrfXkVQxVMgDUSqWzVchY/s1600/ad_age_logo.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="60" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxHuuHFWw9b-kG5ricsVCm17bMNo5E6NfevBNrF6evmHy3yZP2i0I9FfTVW-vWS-ippc6wlh_BCs8szJzMaWHvBMH6zlqSBhJz12b6_y3xgx55VsAmvKe_ilUrfXkVQxVMgDUSqWzVchY/s320/ad_age_logo.jpg" width="320" /></a></div>
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<h1>
<a href="http://adage.com/article/cmo-strategy/time-bring-games-online-shopping-experience/236211/" target="_blank">It's Time to Gamify Online Shopping</a></h1>
<h2>
Games Let Brands Reach Far Wider and for Much Longer Than Traditional Coupons</h2>
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By:
<a class="tooltip_item" href="http://adage.com/author/eric-schwamberger/4772" rel="author">Eric Schwamberger</a>
<span class="pubfix">Published: <a href="http://adage.com/results?endeca=1&return=endeca&search_offset=0&search_order_by=score&search_phrase=07/30/2012" title="Browse more stories published on July 30, 2012">July 30, 2012</a></span></div>
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<a href="http://adage.com/article/cmo-strategy/time-bring-games-online-shopping-experience/236211/#author_bio_box"><img alt="Eric Schwamberger" height="100" src="http://adage.com/images/bin/image/xx-small/Eric-Schwamberger.jpg" width="100" /></a></div>
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Brands and retailers have always supplemented marketing plans with
promotional games, contests and sweepstakes. The most-popular loyalty
programs use points and group mechanics to reward and motivate the
most-valuable audiences. </div>
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Now it's time for the next level of play: gamification of the shopping
experience in retail, consumer packaged goods and e-commerce. We call it
"shopification." This means inserting game dynamics into shopping
behaviors to make thinking about shopping a regular activity that puts
products top of mind and makes the shopping experience more rewarding. </div>
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What motivates the gamer inside us? Solving meaningful challenges,
gaining and demonstrating status, getting special access and expressing
individuality. Those same motivations are embedded in the culture of
shopping, and we're finding new ways to unlock those motivations in
shoppers. </div>
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How does this look in practice? One example is a campaign by Birds Eye
and Birds Eye Voila! in which the brands are rewarding website members
with badges, points and coupons for participating on the site and in its
social activities. Included is a "Here's One, Share One" program, where
members received a coupon for themselves and an additional one to share
with a friend on Facebook. During a 10-week launch, which is nearly
complete, Birds Eye expects to distribute the same amount of coupons as a
traditional national insert, but with the new-media benefits of
improved customer relations and countless brand mentions and referrals
for its products. </div>
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These sorts of techniques have five big advantages over traditional coupon marketing. </div>
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1. Through social-media outreach, we can distribute the same amount of
coupons as with a traditional free-standing insert -- many times at a
higher redemption rate -- with little effort and no required media costs
to the brand. </div>
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2. We can put the brand message, product idea or discounts in the hands
of highly targeted consumers, based on demographic, interest, geographic
and behavioral triggers. </div>
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3. As opposed to the singular anonymity of the traditional
coupon-clipping experience, the engagement that accompanies
shopification rewards consumers for taking desired actions such as
sharing coupons, learning about a product or making recommendations. It
makes the brand and the coupon more valuable, through that trusted
referral. </div>
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4. As downloading the coupon can require being a fan, follower or member
of a customer-relations management (CRM) program, shopification can
dramatically grow your brand's Facebook following and CRM databases.
Every coupon distributed through shopification tactics can minimally
equal a fan or CRM member. And every fan or member should mean hundreds
of branded impressions and program activations per year. </div>
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5. Unlike traditional programs, the sharing generates branded message
impressions for those who do not participate, when they see their
Facebook friends' activity. The best part is that the message being
shared isn't "our brand is discounted." It's an endorsement of your
brand by their friend, accompanied by a gift they will feel more obliged
to try. </div>
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Shopification tactics for many brands will not provide as immediate a
gain as the quick free-standing insert, but that can change easily if
they are dedicated to growing a social following. As the community grows
and becomes engaged with a brand by participating in fun and rewarding
social games, agencies will be able to deliver immediate results with
zero lead-time, no media investment and no required effort other than
directing customers to act and download. </div>
<div class="clearfix article_body">
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<br />
Even at a smaller scale, the value of shopification does not end in the
weeks following the activity. With the additional Facebook fans and CRM
members gained, the brand has hundreds of opportunities a year to remind
shoppers about its products' benefits and uses. This can drives
purchase frequency, friend recommendations and customer trials for years
to come. </div>
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It's impossible to predict how shopification will look in five years. But it's hard to imagine a future for brands without it. </div>
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ABOUT THE AUTHOR</div>
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<b>Eric Schwamberger</b> is partner-strategic services at Tenthwave.<span class="pubfix"></span>
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</div>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-61154004632532185172012-07-26T20:44:00.001-04:002012-07-26T20:44:44.044-04:00Client Tenthwave explains their role in the annual Doole4Google contest<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoJ0jCpcqrLX_bATnUhiyA2NyI5ORu8dLkY3AzQcIQTMnHgIQUbPnZq5e23r9_OzJNKCQ-7Tv1xzIOvwoBCToDZvwndTrfGLI74yZhz1BCfvCVekLYtUpQ61iguCm_Qhif74Ntbl09fyA/s1600/betabeat-logo.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="93" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoJ0jCpcqrLX_bATnUhiyA2NyI5ORu8dLkY3AzQcIQTMnHgIQUbPnZq5e23r9_OzJNKCQ-7Tv1xzIOvwoBCToDZvwndTrfGLI74yZhz1BCfvCVekLYtUpQ61iguCm_Qhif74Ntbl09fyA/s320/betabeat-logo.jpg" width="320" /></a></div>
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<a class="rubric" href="http://betabeat.com/topics/better-know-your-internets/">Better Know Your Internets</a></div>
<h1 class="instapaper_title entry-title">
<a href="http://betabeat.com/2012/05/how-one-nyc-agency-helped-google-collect-kids-drawings/" target="_blank">Cute Overload: When Google Doodles and 7-Year-Olds Meet</a></h1>
<div id="nyo-dek">
How one NYC agency helped Google collect and index its 114,000 Doodle4Google submissions.</div>
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By <span class="author vcard"><a class="url fn n" href="http://betabeat.com/author/jessica-roy/" title="View All Posts by Jessica Roy">Jessica Roy</a></span> <span class="entry-date">5/23 4:59pm</span><span class="IN-widget" style="display: inline-block; line-height: 1; text-align: center; vertical-align: baseline;"><span style="display: inline-block ! important; font-size: 1px ! important; margin: 0px ! important; padding: 0px ! important; text-indent: 0px ! important; vertical-align: baseline ! important;"><span id="li_ui_li_gen_1343349611296_0"><a href="http://www.blogger.com/blogger.g?blogID=8248428898570372552" id="li_ui_li_gen_1343349611296_0-link"><span id="li_ui_li_gen_1343349611296_0-logo">n</span><span id="li_ui_li_gen_1343349611296_0-title"><span id="li_ui_li_gen_1343349611296_0-mark"></span><span id="li_ui_li_gen_1343349611296_0-title-text">Share</span></span></a></span></span><span style="display: inline-block ! important; font-size: 1px ! important; margin: 0px ! important; padding: 0px ! important; text-indent: 0px ! important; vertical-align: baseline ! important;"><span class="IN-right" id="li_ui_li_gen_1343349611304_1-container"><span class="IN-right" id="li_ui_li_gen_1343349611304_1"><span class="IN-right" id="li_ui_li_gen_1343349611304_1-inner"><span class="IN-right" id="li_ui_li_gen_1343349611304_1-content">1</span></span></span></span></span></span></div>
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<div class="wp-caption alignleft" id="attachment_47278" style="width: 310px;">
<a href="http://googleblog.blogspot.com/2012/05/shiver-me-timbers-2012-d4g-winner-is.html"><img alt="" class="size-medium wp-image-47278" height="193" src="http://nyobetabeat.files.wordpress.com/2012/05/dylan.jpeg?w=300&h=193" title="dylan" width="300" /></a><br />
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<i>The winning doodle, by Dylan Hoffman, Age 7. (googleblog.blogspot.com)</i></div>
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Last week, Google announced the winner of <a href="http://www.google.com/doodle4google/">Doodle4Google</a>,
the company’s annual contest that solicits drawings from students in
grades K-12. After collecting 114,000 submissions from kids all over the
country, Google and some guest judges–including Katy Perry and Jordin
Sparks–<a href="http://googleblog.blogspot.com/2012/05/shiver-me-timbers-2012-d4g-winner-is.html">selected</a> Wisconsin 2nd grader Dylan Hoffman as this year’s grand prize winner.<br />
<br />
In response to the contest’s theme of “If I could travel in time, I’d
visit…”, Mr. Hoffman whipped out his colored pencils and produced a
sweet drawing of a pirate chilling on an island with his pet parrot. For
that, he received “$30,000 college scholarship, a Chromebook computer
and a $50,000 technology grant for his school.”<br />
<br />
“We opened some of them and glitter went flying,” Sheri Westfal, the senior VP of <a href="http://www.tenthwave.com/">Tenthwave</a>, a digital agency located in Manhattan, told Betabeat with a laugh.<br />
<br />
<span id="more-47258"></span>For its fifth annual Doodle4Google
contest, Google chose Tenthwave to collect, scan and build software that
could easily cull and categorize the kids’s submissions. This wouldn’t
seem like a big deal, except that all of the submissions were delivered
via snail mail, so they had to be physically scanned and entered into
the computer system before they could be catalogued.<br />
<br />
“We did everything in an offline environment,” explained Ms. Westfal.
“Everything has to go through old school mail because we needed a
parent’s signature. So all of the entries were sent to the office in
Melville, NY, and we knew we’d have to be able to have access to all the
entries as they came in, so our staff opened every single entry.”<br />
<br />
“The mailmen loved us, the Fed Ex guys all loved us. There was one day we got 40 buckets of mail!” she added.<br />
<br />
The team at Tenthwave had to comb through the thousands of
submissions and disqualify any that had used a logo or anything
trademarked, as that was against the contest rules. Then they scanned
the submissions into a computer program they built that allowed judges
from all over the country–including Googlers, Tenthwave employees and
the celebrity judges–to access submissions at the same time. They also
built a safeguard so that Googlers could catch problems with submissions
that the Tenthwave team hadn’t noticed.<br />
<br />
“There could be things that maybe we didn’t realize,” said Ms.
Westfal. “It could be an entry that was similar to last year or
whatever–so we gave the Googlers access to be able to disqualify entries
as well.”<br />
<br />
The drawings revolved around the contest’s theme, but their subjects ran the gamut.<br />
<br />
“We got <i>lots</i> of dinosaurs,” Ms. Westfal added.<br />
<br />
The Tenthwave team started on the Doodle4Google project back in the
fall of 2011, but the contest didn’t begin until January and didn’t end
until March. Ms. Westfal said that people would come to the Tenthwave
office in Melville just to drop off their doodles.<br />
<br />
“They’d show up at all times of the day dropping off entries,” she
said. “We were here late on the last night and we hear a knock at our
office door. We go out there and there’s this little girl who had been
dropped off and she had gotten lost and she was racing to get here
because it was so important that she got her doodle on time. We accepted
it, and thanked her.”<br />
<br />
In the end, 50 state winners were picked, and Mr. Hoffman was named the national winner.<br />
<br />
“These are little kids that are so talented,” gushed Ms. Westfal.
“Every once and a while you would open [an entry] and you’re like, ‘How
does a kid actually do this?’”<br />
<br />
This might just be our jealousy speaking, but the winning drawing <i>does </i>seem
curiously professional for a 2nd grader. But don’t worry, skeptics: Ms.
Westfal assured us that all winning entrants must sign a document where
they legally attest that a child did the drawing.Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-81146140877097174812012-07-26T20:39:00.002-04:002012-07-26T20:39:38.950-04:00My client Tenthwave is profiled in Adweek magazine<div class="headings">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjItSgZUKqb291sy8MxvI_PA7x0-xhxl9Rl1SOOeBfJZnbFIs9JnlLbh32IMQnfZBZB0l-5DvaYZmFi43FIbkCYmIJuJoxfgu21bDf1B3KKYl0mNyI2ZLqOdEOmhghUuetjXh8VFkAjHhM/s1600/adweek_logo250x80.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjItSgZUKqb291sy8MxvI_PA7x0-xhxl9Rl1SOOeBfJZnbFIs9JnlLbh32IMQnfZBZB0l-5DvaYZmFi43FIbkCYmIJuJoxfgu21bDf1B3KKYl0mNyI2ZLqOdEOmhghUuetjXh8VFkAjHhM/s1600/adweek_logo250x80.gif" /></a></div>
<br /><h1 class="headline">
<a href="http://www.adweek.com/news/advertising-branding/portrait-tenthwave-139899" target="_blank">Portrait: Tenthwave </a></h1>
<span class="subheadline">Using Facebook's Open Graph, Tenthwave helped give bullies their due</span>
<span class="byline">By <a href="http://www.adweek.com/contributor/lucia-moses">Lucia Moses</a></span></div>
<div class="headings">
<span class="byline"> </span></div>
<div class="headings">
<span class="byline"> </span><u><strong>Specs</strong></u><br />
<strong>Who </strong>(l.-r.) Steve Caputo, managing partner; Drew
Rayman, managing partner; Mike Mazar, partner; Eric Schwamberger,
partner; Brian Hack, partner. Absent: Rob Kaplan, partner.</div>
<div class="headings">
<br />
<strong>What</strong> Full-service Digital agency</div>
<div class="headings">
<br />
<strong>Where</strong> New York office
Created out of the merger of Strobe Promotions, RedStapler and Zezza Network, <a href="http://tenthwave.com/" target="_blank">Tenthwave</a>
is something of a half-pint of the agency world. So when Facebook
decided to develop an anti-bullying app, it seems fitting that they came
to Tenthwave. The shop used Facebook’s Open Graph to find people who
were most likely to participate, resulting in 1 million signing a Stop
Bullying Pledge. Tenthwave went on to do more corporate responsibility
work for Facebook, but it was the anti-bullying app managing partner
Drew Rayman was most proud of. “I hate bullying,” he said. “I loved the
opportunity to punch bullies back and give them a black eye.”<br />
<br />
<img alt="" src="http://www.adweek.com/files/portrait-tenthwave-01-2012.jpg" />
</div>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-64207755101718185932012-07-25T22:10:00.001-04:002012-07-25T22:12:54.637-04:00WWD interview with publisher and editor of Bloomberg Pursuits magazine<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiU9496uEyltOYDG7FlGo8AiNtxFkyv9tO-VPNsqE93wwsg3ZDPuJa0DCrYPAtS60ptVGdvY3at9B4h_AWgjEZvjX1Dk-KWEWgt_S5rIZRAE5zBrrlbBQK_mQpgocNZG1O-YjbQjxVMtU8/s1600/WWD-logo-76BB3E9677-seeklogo.com.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><br /></a><br />
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July 24, 2012</div>
<h1>
<a href="http://www.wwd.com/media-news/fashion-memopad/pursuits-magazine-may-up-its-frequency-6108994?module=Media-Media-bullet" target="_blank">Pursuits Magazine May Up Its Frequency</a></h1>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIPeSsMWpNwgJIX6aL56jqDNxsD7tBRD5EMJP5hIs8D4pBd0TWMwVJ2OKnpHRZVbVvdIN9ix_pyy6L791Wsc04h571bl7vR9TypjLHxz-g2VdQRhIyoTfoRku40R2ELlkTYEH-ZHgGvoo/s1600/bloomberg-pursuits.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIPeSsMWpNwgJIX6aL56jqDNxsD7tBRD5EMJP5hIs8D4pBd0TWMwVJ2OKnpHRZVbVvdIN9ix_pyy6L791Wsc04h571bl7vR9TypjLHxz-g2VdQRhIyoTfoRku40R2ELlkTYEH-ZHgGvoo/s200/bloomberg-pursuits.jpg" width="133" /></a><span style="font-size: small;"><span style="font-weight: normal;">PURSUING FREQUENCY: Pursuits is likely increasing frequency next year. </span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">Publisher Mike Dukmejian said Bloomberg L.P. will make a final decision this fall, but he’s “confident we’ll expand to four times.”</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">The move is surprising. When the title was launched in January, it did not seem clear who would read Pursuits that Bloomberg hadn’t already reached with its other magazines, including Pursuits’ sister monthly title Bloomberg Markets and Businessweek.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">Dukmejian clarified its niche: “This magazine’s audience doesn’t overlap with anyone’s. Businessweek is read more by the business community. Markets is read more by the financial elite.”</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">Pursuits was created to cater to Markets’ readers while they’re at play.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">“We have had this remarkable audience. We wanted to give them more lifestyle edits. We are reaching among the richest, wealthiest people in the world, who are relatively young. And we’re doing it with a luxury lifestyle magazine,” said Dukmejian.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">The magazine is sent only to subscribers of Bloomberg’s famed terminals, who pay some $20,000 for the so-called Professional Service. That’s an audience of 375,000 readers who have an average age of 44 and whose average annual household income is $490,000. An additional demographic note: 90 percent of them are men, Dukmejian said.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">Another distinguishing characteristic from its award-winning, corporate siblings is content. For its readers, Pursuits lays out an exclusive buffet of subjects: “yachting adventures in the Atlantic, jewelry in London, exotic cars in New York, resorts in Laos, and more,” according to Dukmejian’s letter in the premiere issue in February.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">“This world is one where other magazines don’t have access,” said Markets editor Ron Henkoff. In the first issue, there was also a fashion story featuring terminal customers modeling new slim-fitted suits. That’s going to be expanded in the second issue, out in October, and the magazine has also tapped former DNR editor in chief John Birmingham as a fashion consultant.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">While Businessweek has lured feature writers from the New York Observer (Felix Gillette) and The New York Times (Ashlee Vance), among others, Pursuits relies on the lesser-known Bloomberg News reporters who are scattered all over the world, like Jason Harper, who writes weekly exotic car reviews, and Aaron Kuriloff, who covers yachts and sailing.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">Dukmejian said that management will give the green light on the quarterly frequency because “the momentum is positive, on the reader side and the advertising side."</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">Bloomberg would not be alone in banking on luxury titles. Reuters has now passed out its new magazine, launched in January, twice at confabs that attract business leaders and potentates, the World Economic Forum’s annual conference in Davos and the Aspen Ideas Festival.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">Time Inc. relaunched Time Style & Design, and this September, Binn Group will launch Du Jour, aimed at readers who have a net worth of $5 million.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">But while luxury advertisers are eager to spend, it’s less clear that they want to do so in print magazines: The Robb Report has lost 7 percent of ad pages year to year, and Town & Country is flat, according to Media Industry Newsletter. Meanwhile, Anthony Cenname, the publisher of The Wall Street Journal’s WSJ. magazine, says advertising at his magazine is flourishing — although it’s not clear at what rates. Du Jour has not yet closed its September issue, and MIN hasn’t begun tracking Style & Design.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">Though Dukmejian does not yet know how many ad pages the October issue of Pursuits will have, he said 60 percent of the advertisers from the first issue are returning; he declined to reveal the names of the return advertisers.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">For him, to double the premiere issue’s 30 ad pages would be “a home run.” But 40 pages would still be considered a successful benchmark.</span><br style="font-weight: normal;" /><br style="font-weight: normal;" /><span style="font-weight: normal;">If the magazine goes quarterly, Dukmejian said Pursuits will ask for a small dedicated staff — at the moment, Markets’ 60-person team handles all aspects of the lifestyle magazine.</span></span>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-51399558674724021152012-07-25T17:49:00.003-04:002012-07-25T17:49:41.508-04:00Place YouGov BrandIndex's bank perception research in NY Times' "Popular Demand" column<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNaxptSyyBNoQZ2Ve1mRTgJp60K2IiG7V5Lu3vqDnBvKT1tiBKqmhhuDASVbpXc2FpGNbQkXcHEVRJ1TJqgml4yGbRr-Eux40-mJzuQGaZlgsnoWBx-BKB1HZHZqRdDM-uzVa21xXK6dQ/s1600/nytlogo153x23.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="48" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNaxptSyyBNoQZ2Ve1mRTgJp60K2IiG7V5Lu3vqDnBvKT1tiBKqmhhuDASVbpXc2FpGNbQkXcHEVRJ1TJqgml4yGbRr-Eux40-mJzuQGaZlgsnoWBx-BKB1HZHZqRdDM-uzVa21xXK6dQ/s320/nytlogo153x23.gif" width="320" /></a></div>
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<a href="http://www.nytimes.com/interactive/2012/07/23/business/media/22most.html?ref=media" target="_blank">LINK</a>. </div>
<br />Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-52858157787884990922012-07-25T17:32:00.002-04:002012-07-25T17:33:37.347-04:00Promotion of AARP/JD Power auto study generates most trade press in sales division's historyMy strategic execution of AARP Media Sales' auto purchasing survey with JD Power in May 2012 generated<b><i> over 131 million impressions</i></b>, targeted directly at business and niche media. This was the largest amount of impression that AARP Media Sales ever received for a single piece of research.<br />
<br />
My research media placements included the following locations:<br />
<br />
Detroit Free Press -- "Baby boomers drive boom in new car sales"<br />
Mediapost -- "<a href="http://www.mediapost.com/publications/article/173778/aarp-marketers-must-rethink-boomers.html" target="_blank">AARP: Marketers Must Rethink Boomers</a>"<br />
The Car Connection -- "<a href="http://www.thecarconnection.com/news/1075892_baby-boomers-keep-u-s-auto-sales-booming" target="_blank">Baby Boomers Keep U.S. Auto Sales Booming</a>"<br />
USA Today -- "<a href="http://content.usatoday.com/communities/driveon/post/2012/05/forget-the-kids-baby-boomers-drive-new-car-sales-boom-/1#.UBAPDKO4KSq" target="_blank">Forget the kids, Baby Boomers drive car sales boom</a>"<br />
Business Insider -- "<a href="http://www.businessinsider.com/one-age-group-is-dominating-new-car-registrations-2012-5" target="_blank">One age group is dominating new car sales</a>"<br />
Huffington Post -- "<a href="http://www.huffingtonpost.com/2012/05/04/baby-boomers-driving-cars_n_1475243.html?ref=mostpopular" target="_blank">Auto Sales Driven By Boomers, Automakers Desperate For Millennial Love</a>"<br />
Cars.com -- "<a href="http://blogs.cars.com/kickingtires/2012/05/most-new-car-buyers-are-baby-boomers-study-says.html" target="_blank">Most New-Car Buyers Are Baby Boomers, Study Says</a>"<br />
Autochannel.com -- "<a href="http://www.theautochannel.com/news/2012/05/04/035142-advertise-auto-channel-forget-facebook-crowd-when-selling-new-cars.html" target="_blank">Forget The Facebook Crowd When Selling New Cars</a>"<br />
MSN Autos -- "<a href="http://editorial.autos.msn.com/blogs/autosblogpost.aspx?post=5191a017-7997-4d15-9a49-0308051e4727" target="_blank">Boomers Are Buying</a>"<br />
Huffington Post -- "<a href="http://www.huffingtonpost.com/2012/05/17/boomer-marketing_n_1516551.html#s=981298" target="_blank">Boomer Marketing: A Report Card</a>"<br />
UPI.com -- "<a href="http://www.upi.com/Business_News/2012/05/13/Auto-Outlook-Who-is-buying-all-these-cars/UPI-72461336901400/" target="_blank">Who is buying all these cars?</a>"Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-39739956057327163072012-07-22T22:38:00.003-04:002012-07-25T22:00:38.495-04:00Launch AARP's new digital Hot Deals ad program in DigiDay, Mediapost and Adweek<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6ISabU1GczRVqxvatLrA1mLzxglTY9pUI4Up2Z9BdzY6a7OtNYsexYxR8AVfTEIWnyRkHxoXMZphsus4_2i43dGJw4cUbtum_97R4ePvGlMKtQV2BKMuyPCt7H177OTelVpAVvhFq7F0/s1600/Digiday-Logo-300x98.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6ISabU1GczRVqxvatLrA1mLzxglTY9pUI4Up2Z9BdzY6a7OtNYsexYxR8AVfTEIWnyRkHxoXMZphsus4_2i43dGJw4cUbtum_97R4ePvGlMKtQV2BKMuyPCt7H177OTelVpAVvhFq7F0/s1600/Digiday-Logo-300x98.png" /></a></div>
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<a href="http://www.digiday.com/publishers/aarps-digital-shift/" target="_blank">AARP’s Digital Shift</a></h1>
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<a href="http://www.digiday.com/author/josh-sternberg/" rel="author" title="Posts by Josh Sternberg">Josh Sternberg</a> 07.01.2012<br />
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The AARP is a juggernaut. Nearly 40
percent of all Americans over the age of 50 (nearly 35 million) belong
to AARP. At a time when magazines of all stripes are struggling with
declining circulation, the <a href="http://accessabc.wordpress.com/2012/02/07/top-25-u-s-consumer-magazines-for-the-second-half-of-2011/">Audit Bureau of Circulation has AARP Magazine as the highest-circulated publication with a little more than 22 million readers</a>.<br />
<br />
The
group is now betting it can muscle further into the digital world
– aarp.org received 5.3 million unique visitors in May 2012, up from 4.5
million in May 2011 — with a coupon site called <a href="http://www.aarp.org/benefits-discounts/hot-deals/">Hot Deals</a> that’s geared to the 79 million Baby Boomers (those born between 1946 and 1965) whose sunset years are on the horizon.<br />
<br />
There
are currently 13 brands participating in Hot Deals — including Dell,
Radio Shack, MLB, GNC, British Airways, The Hartford — which offer AARP
members discounts like $5 off a Radio Shack purchase of more than $90 or free shipping on a pair of Dockers. AARP takes a cut of the deals redeemed.<br />
<br />
“Most people don’t realize the No. 1 reason people join
(AARP) is for discounts,” said Peter Zeuschner, AARP’s senior manager of
advertising sales for the northeast region. “We didn’t have a discount
platform, so we launched this to allow one place for our members to find
different offers.”<br />
<br />
The timing might be right. Advertisers are
often obsessed with chasing youth, with the idea that their brand
preferences aren’t yet set in stone. But older Americans are far more
likely to use coupons; according to <a href="http://www.gfkmri.com/Products/TheSurveyoftheAmericanConsumer.aspx">GfK MRI’s Survey of the American Consumer</a>,
compared to those age 18-49, 50+ consumers are 20 percent more likely
to use coupons, and 21 percent are more likely to be heavy coupon users.
Additionally, Baby Boomers have become extremely Web savvy. <a href="http://pewinternet.org/Reports/2012/Older-adults-and-internet-use.aspx">According to an April 2012 Pew study</a>,
53 percent of American adults age 65 and older use the Internet or
email. According to the AARP, about half of its members are working
(full or part time), while the rest spend their days in retirement. And
the age breakdowns: 33 percent are under 60, 46 percent between 60 and
74, and 21 percent are over 75.<br />
<br />
You might think of the AARP as, excuse the pun, old school. In fact, it has a digital business that many publishers would envy.<br />
<br />
Zeuschner
claims that over the past four years, aarp.org has experience 30-50
percent growth in revenue. He also said that the site gets “anywhere
from $45 CPMs on the homepage and our premium channels are north of
$25.” Hot Deals works on guaranteed impressions, making the buy more
affordable.<br />
<br />
“This is part of an opportunity to allow advertisers
to bring these offers to members in a cost-effective way,” Zeuschner
said. “Most advertisers have a hard time justifying $45 CPMs.”<br />
<br />
According
to Zeuschner, average time spent on aarp.org is 29 minutes, indicating
that there’s some type of justification for the high CPMs. But with Hot
Deals, this is a program that’s an easier point of entry for brands.<br />
<br />
<div>
“We’re
serving two needs: the member need for discounts and the advertiser
need to have one place to offer discounts on a performance-based
platform,” Zeuschner said. “The one thing [the site] lacked — in terms
for members and advertisers – is one area where all sorts of different
advertiser discounts can live.”</div>
</div>
</div>
<div class="postInfo2">
++++</div>
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</h1>
<h1 id="title">
<a href="http://www.mediapost.com/publications/article/178285/brands-publishers-target-50-something-crowd.html" target="_blank">Brands, Publishers Target 50-Something Crowd</a></h1>
<div id="meta">
by <a href="http://www.mediapost.com/publications/author/2023/laurie-sullivan/" rel="author">Laurie Sullivan</a>,
Jul 6, 2012, 6:49 PM
</div>
<div style="background-color: white; border: medium none; color: black; overflow: hidden; text-align: left; text-decoration: none;">
<br /></div>
<div style="background-color: white; border: medium none; color: black; overflow: hidden; text-align: left; text-decoration: none;">
The 50+ generation goes online -- and brands and publishers have
finally gotten the message. Some, like AARP and Perion, are trying to
reach this demographic with deals and gadgets.<br />
<br />
</div>
<div style="background-color: white; border: medium none; color: black; overflow: hidden; text-align: left; text-decoration: none;">
AARP
launched a Web page on its site specific to Hot Deals, offering brands
like Dell, The Hartford, Major League Baseball, and Radio Shack a direct
connection to the 50+ crowd. The deals aim to reach
AARP's nearly 35 million members -- a majority comprising baby boomers,
which Nielsen estimates control $230 billion in sales.<br />
<br />
<img alt="AARP-B" height="144" src="http://media.mediapost.com/images/inline_image/2012/07/06/AARP-B.jpg" style="float: left; margin-left: 10px; margin-right: 10px;" title="AARP-B" width="250" />About 74%
of all ARRP members sign up looking for discounts,
according to Peter Zeuschner, AARP Northeast media sales manager. "The
main site generates about 5 million monthly unique visitors," he said.
"They spend about 29 minutes on the site."<br />
<br />
Zeuschner said the content related to social security issues,
technology and health services targeted to the 50+ generation keep
visitors on the site. There are more than 20,000 recipes on the
site. Many feed between two and four people, rather than three to six.<br />
<br />
Founded in 1958, AARP supports nearly 35 million members. Nearly one-third of the members are under age 60, about 46% are
between 60 and 74, and 21% are 75 and older.<br />
<br />
The key to
understanding this demographic resides in recognizing that those who are
50-plus do not fear the Internet or technology, but some need a
little convincing and an easy way to access it.<br />
<br />
Although 88% of
the Americans age 45+ consider themselves slow to adopt technology,
research by Perion Network suggests that 85% adopt a new
technology when it fits their lifestyle, and 89% will use new technology
if it’s better than what they use today.<br />
<br />
Perion focuses on
software and technology tailored for what Adam
Goodvach, director of consumer insight, characterizes as "45+ Second
Wave Adopters (SWAs)." He found that this demographic based the decision
to adopt or buy specific technology on the practical
impact it will have on their lives.<br />
<br />
Smartphones may not be the
answer for aging adults because of the screen size, but the quick
penetration of tablets among Americans age 45 or older offers
important clues to the future of mobile services for this demographic.
Since this group is willing to embrace technology if presented with a
com<br />
<br />
++++<br />
<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzcPdZmPp0BC2F3tmI1I71Bf69Z231BLyuSeuBy4I-9hwcEHCVsdqB6RoWs5YD2JFdgDD0Kh-gQmES4OJziKelD8z1CFpuiEQjgenKX-Zka533B8b4UKW00XB8X61M0KfXHF2yqzE33uk/s1600/adweek_logo250x80.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzcPdZmPp0BC2F3tmI1I71Bf69Z231BLyuSeuBy4I-9hwcEHCVsdqB6RoWs5YD2JFdgDD0Kh-gQmES4OJziKelD8z1CFpuiEQjgenKX-Zka533B8b4UKW00XB8X61M0KfXHF2yqzE33uk/s1600/adweek_logo250x80.gif" /></a></div>
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<div class="headings">
<h1 class="headline">
</h1>
<h1 class="headline">
</h1>
<h1 class="headline">
</h1>
<h1 class="headline">
<a href="http://www.adweek.com/news/advertising-branding/aarp-makes-its-site-safe-advertisers-141522" target="_blank">AARP Makes Its Site Safe For Advertisers</a><br /><a href="http://www.adweek.com/news/advertising-branding/aarp-makes-its-site-safe-advertisers-141522" target="_blank"></a></h1>
<span class="subheadline">Launches new strategy to get ageist marketers in the door</span>
<span class="byline">By <a href="http://www.adweek.com/contributor/lucia-moses">Lucia Moses</a></span></div>
<div class="headings">
</div>
<div class="headings">
<span class="byline"> </span><img alt="" class="imagecache imagecache-node-detail" height="112" src="http://www.adweek.com/files/imagecache/node-detail/news_article/lucia-aarp-6-29-12.jpg" title="" width="200" /> </div>
<div class="headings">
</div>
<div class="headings">
<a href="http://www.adweek.com/news/advertising-branding/advertisers-older-people-are-new-youth-136023">Older Americans want you to know they’re </a><a href="http://www.adweek.com/news/advertising-branding/advertisers-older-people-are-new-youth-136023">worth marketers’ </a><a href="http://www.adweek.com/news/advertising-branding/advertisers-older-people-are-new-youth-136023">time</a>, but apparently everyone hasn't gotten the memo. AARP knows that well, so it’s created a <a href="http://www.aarp.org/benefits-discounts/hot-deals/" target="_blank">new deals section</a> to entice them to advertise on its site without—God forbid!—being seen by younger consumers.</div>
<div class="headings">
<br />
<div class="google_elide">
“Marketers tend to not want to market to 50-plus for some reason,” said
Peter Zeuschner, AARP’s Northeast media sales manager. “It gives them
the fear of aging their brand.”</div>
<div class="google_elide">
<br /></div>
<div class="google_elide target">
<span class="word1">
A</span> <span class="word2">bunch</span> <span class="word3">of</span> <span class="word4">blue-chip</span> <span class="word5">advertisers,</span> <span class="word6">including—shhh—Dell,</span> <span class="word7">British</span> <span class="word8">Airways</span> <span class="word9">and</span> <span class="word10">Radio</span> <span class="word11">Shack—are</span> <span class="word12">using</span> <span class="word13">the</span> <span class="word14">section,</span> <span class="word15">called</span> <span class="word16">Hot</span> <span class="word17">Deals,</span> <span class="word18">to</span> <span class="word19">test</span> <span class="word20">discounts</span> <span class="word21">of</span> <span class="word22">various</span> <span class="word23">kinds.</span> <span class="word24">One</span> <span class="word25">advertiser,</span> <span class="word26">Steve </span><span class="word27">Denton,</span> <span class="word28">president</span> <span class="word29">of</span> <span class="word30">GSI</span> <span class="word31">Media,</span> <span class="word32">said</span> <span class="word33">Hot</span> <span class="word34">Deals</span> <span class="word35">offered</span> <span class="word36">a</span> <span class="word37">good</span> <span class="word38">way</span> <span class="word39">to</span> <span class="word40">test</span> <span class="word41">ads</span> <span class="word42">for</span> <span class="word43">the</span> <span class="word44">AARP</span> <span class="word45">audience</span> <span class="word46">using</span> <span class="word47">a</span> <span class="word48">performance-based</span> <span class="word49">model.</span> <span class="word50">“You</span> <span class="word51">have</span> <span class="word52">a</span> <span class="word53">large</span> <span class="word54">audience</span> <span class="word55">of</span> <span class="word56">50-plus</span> <span class="word57">that’s</span> <span class="word58">online,</span> <span class="word59">has</span> <span class="word60">tablets,</span> <span class="word61">income</span> <span class="word62">and</span> <span class="word63">time,”</span> <span class="word64">he</span> <span class="word65">said.</span> <span class="word66">Even</span> <span class="word67">so,</span> <span class="word68">Denton</span> <span class="word69">wasn't</span> <span class="word70">all</span> <span class="word71">that</span> <span class="word72">eager</span> <span class="word73">to</span> <span class="word74">say</span> <span class="word75">which</span> <span class="word76">of</span> <span class="word77">GSI's</span> <span class="word78">advertisers</span> <span class="word79">are</span> <span class="word80">trying</span> <span class="word81">out</span> <span class="word82">the</span> <span class="word83">section</span> <span class="word84">via</span> <span class="word85">GSI.</span> <span class="word86">(For</span> <span class="word87">the</span> <span class="word88">record,</span> <span class="word89">they</span> <span class="word90">include</span> <span class="word91">GNC</span> <span class="word92">and</span> <span class="word93">CJ</span> <span class="word94">Banks.)</span></div>
<div class="google_elide target">
<span class="word94"> </span>
</div>
<div class="google_elide">
Zeuschner said he hoped that the results of Hot Deals would speak for
themselves—AARP members have money to spend and are deal-happy—and in so
doing, help change attitudes about marketing to older people.</div>
<div class="google_elide">
<br /></div>
<div class="google_elide">
“There’s still a long way to go,” he said. “It’s not like people are
banging on the door saying, ‘We need to run more advertising pages in
AARP.’”</div>
</div>
<br /></div>
</div>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-15201323113095000812012-07-22T10:44:00.002-04:002012-07-25T21:59:58.964-04:00Arrange NY Times advertising column about AARP's new ad trade campaign, picked up by Marketing Pilgrim<div class="timestamp">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiy-Hxl8Ns3HCHe0xZPL4rUHIFcDtnFAryccO1U7pIcHu9NOIjzPvZyMYvSLStRLzvscDoMvCE1YSKMDiUDt10R_X5eKsrua7QCuONanAFSlqvWy0HMtwb90PimKBCiXIkQQ-JlN9UA-sg/s1600/New-York-Times-Logo.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="58" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiy-Hxl8Ns3HCHe0xZPL4rUHIFcDtnFAryccO1U7pIcHu9NOIjzPvZyMYvSLStRLzvscDoMvCE1YSKMDiUDt10R_X5eKsrua7QCuONanAFSlqvWy0HMtwb90PimKBCiXIkQQ-JlN9UA-sg/s320/New-York-Times-Logo.png" width="320" /></a></div>
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<br />
July 18, 2012</div>
<h1>
<a href="http://www.nytimes.com/2012/07/19/business/media/aarp-campaign-tries-to-persuade-advertisers.html?_r=1" target="_blank">In AARP’s View, Advertisers Need to Focus</a></h1>
<h6 class="byline">
By
<span itemprop="creator" itemscope="" itemtype="http://schema.org/Person"><span itemprop="name">ANDREW ADAM NEWMAN</span></span></h6>
<div itemprop="articleBody">
</div>
<div itemprop="articleBody">
YOUTH, to paraphrase George Bernard Shaw, is wasted on the young. Now <a href="http://www.aarp.org/" title="AARP Web site.">AARP</a> says that advertising budgets are, too. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
<a href="http://graphics8.nytimes.com/images/2012/07/19/business/ADCO-1/ADCO-1-popup.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="" border="0" height="200" src="http://graphics8.nytimes.com/images/2012/07/19/business/ADCO-1/ADCO-1-popup.jpg" width="156" /></a>
A new campaign aimed at advertisers themselves features people in their
50s and early 60s, and argues that brands should be focusing on them,
not people ages 18 to 34, commonly referred to by the marketers who
covet them as millennials. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
“I may be creased, but my money is crisp,” says the headline in one ad.
“I may be gray, but my money is as green as it gets,” says another,
which continues, “Why is it all about 18-34, when they barely have a
dime of their own? The story is simple, AARP Media reaches the best
boomers, and 68 percent of those over 50 give money to their adult
kids.” </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
The campaign, by Catch New York, will be introduced Monday in Adweek and
will appear on Web sites including LinkedIn, Mediabistro and Business
Insider. Along with advertisers, ads are aimed at chief executives,
marketers and media planners. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Patricia Lippe Davis, the vice president for marketing at AARP media sales, said that while <a href="http://mediadecoder.blogs.nytimes.com/2011/06/05/aging-yes-but-still-consuming/" title="Media Decoder post on the campaign.">a trade campaign last year</a> reminded marketers that consumers over 50 are physically active and avid shoppers, this is more pointed. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
“Here we’re ramping it up and being in your face,” said Ms. Davis. “What
we’re trying to say to marketers is put your money where the money is,
and to break the old paradigm of targeting youth.” </div>
<div itemprop="articleBody">
The organization’s print and online outlets include AARP The Magazine, AARP Bulletin and <a href="http://aarp.org/" target="_">AARP.org</a>. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Joseph Perello, a managing partner at Catch New York, said that when
advertisers courted consumers in their 20s and 30s two or three decades
ago, it made more sense. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
<a href="http://graphics8.nytimes.com/images/2012/07/19/business/ADCO-2/ADCO-2-articleInline.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="" border="0" height="200" itemprop="url" src="http://graphics8.nytimes.com/images/2012/07/19/business/ADCO-2/ADCO-2-articleInline.jpg" width="156" /></a>
“The advertising industry in general puts an overemphasis on youth, and
when boomers were young that was a very good advertising strategy,
because when boomers were 35 in ’75 or ’85, there were 70 million of
them,” Mr. Perello said. “But that needs to change because this
demographic is changing the way our country is and the way our country
behaves.” </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
• </div>
<div itemprop="articleBody">
If there is a tendency to pitch to younger consumers, one reason might
be the blush of youth among those creating the ads. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Employees from 20 to 34 years old represent 40.3 percent of the
advertising field, while that age group represents 31.1 percent of the
American work force over all, according to 2011 <a href="http://www.bls.gov/cps/industry_age.htm" title="The BLS data.">data from the Bureau of Labor Statistics</a>. Those 55 and over represent 20.6 percent of the general work force, but 15.8 percent of the advertising industry. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
With AARP membership beginning at age 50, and baby boomers defined as
those born from 1946 to 1964, in two years the entire generation will
fall within AARP eligibility. Today, 33 percent of the group’s 37
million members are ages 50 to 59, 46 percent are 60 to 74 and 21
percent are 75 and older. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Founded in 1958 as the American Association of Retired Persons, the
organization started going solely by its acronym more than a decade ago;
today only 47 percent of its members are retired. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
The bimonthly AARP The Magazine, mailed free to households with AARP
members, has the largest circulation of any magazine, distributing 22.4
million an issue. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Advertising revenue for the magazine totaled $163.3 million in 2011, up
from $131.2 million in 2010, an increase of 24.5 percent, according to
the Association of Magazine Media. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Much of the advertising in the June/July issue of the magazine is what
might be expected, prescription and over-the-counter drugs, a blood
sugar monitoring device, and amplifying earphones for television viewers
with hearing loss. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
But there also are a few ads from brands that have nothing to do with
infirmities, the type with which AARP hopes to gain more traction, like
Stouffer’s Farmers’ Harvest meals and the Bose Wave music system. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
While people 50 and older purchase 62 percent of new cars, according to
Ms. Davis of AARP, there are no car companies advertising in the
magazine, although both Toyota and Jeep have in recent years. There are
also no alcohol brands on board, although Michelob Ultra has advertised
in the past.</div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
“I think we are underserved — pun intended,” Ms. Davis said. “We are buying booze.” </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Marketers are well aware that older consumers are purchasing their
brands and may assume they are reaching them by advertising on
television, but Ms. Davis refers to that as just “spill,” shorthand for
spillover. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
“They are reaching our market to some degree with spill, but I’m a firm
believer as a marketer that content has a profound impact on messaging,”
Ms. Davis said, referring to media content. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
• </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Denny’s, the restaurant chain, has been a regular advertiser with AARP
since 2010 and highlights in its ads that AARP members get a 20 percent
discount from 4 to 10 p.m. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Frances Allen, chief marketing officer for Denny’s, said that diners
over 50 account for more than 45 percent of the restaurant chain’s
guests. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
“It’s a very fit, active and relatively financially secure market with
time on their hands, and we’ve got to make sure we meet their needs in
all sorts of ways,” Ms. Allen said. </div>
<div itemprop="articleBody">
<br /></div>
<div itemprop="articleBody">
Along with broad-reaching television campaigns, Denny’s also focuses on
specific demographic groups, such as people 18 to 25, the intended
audience of a humorous and provocative Web series, “Always Open,” which
it releases on CollegeHumor.com and on Denny’s Facebook page. </div>
<div itemprop="articleBody">
<br /></div>
“You have to talk to everyone in a way that’s targeted and relevant to
them, and to do so in media that’s targeted and relevant to them,” Ms.
Allen said. <br />
<br />
++++<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiekY6qeCcdPmAYZ23-xvJwQuxoVOT8CgjJg5vGgkSEn5-mNtT40tDbJZZoT8rk1NP0hblUH8NoF_GP4NSG9LQxlgRR1bq2IgxBatzA40OKXZo0LYCvw0R9s2i-hLNVmz-bqY8x6yWTz4Y/s1600/marketingpilgrim1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="55" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiekY6qeCcdPmAYZ23-xvJwQuxoVOT8CgjJg5vGgkSEn5-mNtT40tDbJZZoT8rk1NP0hblUH8NoF_GP4NSG9LQxlgRR1bq2IgxBatzA40OKXZo0LYCvw0R9s2i-hLNVmz-bqY8x6yWTz4Y/s320/marketingpilgrim1.jpg" width="320" /></a></div>
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<h1 class="entry-title">
<a href="http://www.marketingpilgrim.com/2012/07/advertisers-go-gray-as-the-balance-of-power-shifts-in-the-us.html" target="_blank">Advertisers Go Gray as the Balance of Power Shifts in the US</a></h1>
<div class="post-info">
posted on <span class="date published time" title="2012-07-19T16:02:22+00:00">July 19, 2012</span><br />
<br /></div>
<div class="post-info">
</div>
<div class="post-info">
AARP (formerly known as the American Association of Retired Persons)
is on a quest to get advertisers to include their demographic in more
campaigns. Using tag lines such as “I may be creased, but my money is
crisp,” they hope to persuade advertisers that there’s a profit to be
made in the over fifty market.<br />
<br />
</div>
<div class="post-info">
Since the dawn of time, advertisers have sought out the younger
buyers since they were the ones with discretionary cash. But these days,
there aren’t too many 20 years old who are flush with the green stuff. <a href="http://www.theatlantic.com/business/archive/2012/04/53-of-recent-college-grads-are-jobless-or-underemployed-how/256237/">53% of recent college grads are unemployed or underemployed</a>,
the worst its ever been in the last 11 years. So why are advertisers so
keen on pitching to a crowd of over-educated, broke young folks? Habit,
mostly.<br />
<br />
If you watch TV, you’ll see that times are a changing. It could be
that I’m simply viewing things with older eyeballs, but I don’t think
so. I really believe that advertising is starting to take the senior
population seriously.<br />
<br />
The best example of this is the brilliant new ad campaign for the <a href="http://www.youtube.com/watch?v=TUGmcb3mhLM">Toyota Venza</a>.
One ad features a 20-something girl worrying about how her parents have
become old and boring. She finally got them on Facebook but they only
have a couple of friends. She has 687 friends. How sad for them. Jump
cut to the parents out having a wild night in their new Venza while
their daughter sits home browsing Facebook. The other features a recent
college grad who has moved back home for the good of his parents, who
are also out having fun while he’s home microwaving dinner.<br />
<br />
And it’s not just the ads on TV, have you watched the new Dallas
reboot? Five of the leads are over fifty and star Larry Hagman is 80.
Oh, they all make me feel young again!<br />
<br />
Now, I hear you saying, hey, that’s TV, what about online? I say,
it’s a trend that’s applies there as well. A recent study in the UK
showed that <a href="http://www.hostway.co.uk/news/online-marketing---search/e-commerce-spend-by-over-50s-up-25-per-cent-801392011.html">ecommerce for the over 50 crowd rose 25% in the past two years</a>.
Part of the reason, tablets and mobile phones are making it easier for
everyone to shop online. And as the population of the world ages, it
won’t be long before the senior citizens are the ones who grew up with a
cell phone in their hand.<br />
<br />
My point is, even if all of your marketing is done online, you don’t
want to exclude the folks over fifty. They have money, they have the
time to browse and shop, and they’re loyal to brands they love.<br />
<br />
That’s
marketing gold.<br />
<span class="date published time" title="2012-07-19T16:02:22+00:00"> </span> </div>
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</div>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-41887337850852796612011-03-28T09:22:00.003-04:002012-07-25T22:02:02.961-04:00Break launch of TheFix.com in NY Times<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEii_MjtQnF8Kk6CbeeRrKnFdR9yPOjlUvdO6SOG6diyCCATnLCyCRhMGLhh55kW2JdbCS3b90JhfvPkOe6LfqIYSab7Q3jueV6mQWqGpeI-rbBxoL5GZHdSGf4TEX-xg-36eiE716s8oOA/s1600/NY+Times+%2528LARGE%2529.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5589120946697884178" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEii_MjtQnF8Kk6CbeeRrKnFdR9yPOjlUvdO6SOG6diyCCATnLCyCRhMGLhh55kW2JdbCS3b90JhfvPkOe6LfqIYSab7Q3jueV6mQWqGpeI-rbBxoL5GZHdSGf4TEX-xg-36eiE716s8oOA/s320/NY+Times+%2528LARGE%2529.jpg" style="cursor: pointer; float: left; height: 49px; margin: 0pt 10px 10px 0pt; width: 320px;" /></a><br />
<br />
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<h1>
</h1>
<h1>
<a href="http://www.nytimes.com/2011/03/28/business/media/28fix.html?_r=2&ref=media">A New Site Intended to Serve People in Recovery</a></h1>
<h6 class="byline">
By <a class="meta-per" href="http://topics.nytimes.com/top/reference/timestopics/people/p/jeremy_w_peters/index.html?inline=nyt-per" title="More Articles by Jeremy W. Peters">JEREMY W. PETERS</a></h6>
Addiction is a big business — and not just for the treatment centers that rake in billions of dollars every year. It’s also a huge media business that has spawned popular shows like A&E’s “Intervention” and VH1’s “Celebrity Rehab,” and best-selling memoirs by <a class="meta-per" href="http://topics.nytimes.com/top/reference/timestopics/people/k/mary_karr/index.html?inline=nyt-per" title="More articles about Mary Karr.">Mary Karr</a>, <a class="meta-per" href="http://topics.nytimes.com/top/reference/timestopics/people/b/augusten_burroughs/index.html?inline=nyt-per" title="More articles about Augusten Burroughs.">Augusten Burroughs</a> and a seemingly inexhaustible list of other recovering writers. <br />
<h6 class="byline">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_AweREoLdW3d31q6feFZvzLW9b-SWaPDwqaYqGrUA4oMsSGoP3TwqfUHFn8ZGugBvHHrAPdwKW2tHR3McB-Aprq1CNsMswaPlfBb4-wGd5cHdDoSRvFdM50jxjmyNCkhbt0bZxsQic-k/s1600/28fix-articleInline.jpg"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5589121135900220866" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_AweREoLdW3d31q6feFZvzLW9b-SWaPDwqaYqGrUA4oMsSGoP3TwqfUHFn8ZGugBvHHrAPdwKW2tHR3McB-Aprq1CNsMswaPlfBb4-wGd5cHdDoSRvFdM50jxjmyNCkhbt0bZxsQic-k/s320/28fix-articleInline.jpg" style="cursor: pointer; float: left; height: 203px; margin: 0pt 10px 10px 0pt; width: 135px;" /></a></h6>
Now, Maer Roshan, the founder of Radar magazine, is betting that addiction is also a good and potentially profitable proposition for the Web.<br />
<br />
<a href="http://thefix.com/" target="_">TheFix.com</a>, a Web site that combines feature writing, news, video and <a class="meta-org" href="http://topics.nytimes.com/top/reference/timestopics/organizations/z/zagat_survey/index.html?inline=nyt-org" title="More articles about Zagat Survey">Zagat</a>-like reviews of rehab facilities, will go live on Monday. It is the latest endeavor for Mr. Roshan, who became a fixture in New York media as an editor for Talk and New York Magazine, but then fell out of the public eye after Radar folded as a magazine for the third time.<br />
<br />
By his own account, it was a rough exit from public life. Radar’s Web site was sold to American Media Inc., leaving Mr. Roshan with no role. He moved to Los Angeles and spent some time in recovery for <a class="meta-classifier" href="http://health.nytimes.com/health/guides/disease/alcoholism/overview.html?inline=nyt-classifier" title="In-depth reference and news articles about Alcoholism.">alcohol abuse</a>, where he came to realize that the vast community of people trying to overcome their addictions had no media outlet that spoke directly to them.<br />
<br />
“These are people who are united by their values, united by their mission; there’s a common lingo, common literature,” Mr. Roshan said in a recent interview at a cafe down the block from the sober living facility in the Williamsburg section of Brooklyn called <a href="http://corecompanynyc.com/" title="The Web site.">The Core Company</a> where TheFix.com has its offices for the moment. “There’s an actual community here.”<br />
<br />
By the estimation of Mr. Roshan and his business partners, it is a community that advertisers will discover is large and eager to spend: “The demographics are really good,” he said. Back-of-the-envelope math suggests that a Web site catering to people in recovery could be a huge business.<br />
<br />
Various surveys put the number of people who enter treatment each year from two million to four million. At costs that easily run tens of thousands of dollars a month, often paid out of pocket, the money spent getting sober is staggering.<br />
<br />
Allison Floam, a co-founder of TheFix.com, said, “This is the largest market you’ve never heard of.”<br />
<br />
As a niche publishing enterprise, TheFix.com (tagline: “Addiction and recovery, straight up”) is not unlike any media that play to a specific demographic with hopes of drawing in the kind of specific, highly engaged audience that advertisers desire. The Fix sees tremendous potential in the buying power of people in recovery.<br />
<br />
“They’re people who have lots of new disposable income because they’re not spending it on crack or Absolut,” Mr. Roshan said. “They are people who are newly invested in their health and well-being. They are people who have a lot of time on their hands that they didn’t have before.”<br />
<br />
The Fix plans to reach out to <a class="meta-classifier" href="http://topics.nytimes.com/top/news/health/diseasesconditionsandhealthtopics/health_clubs/index.html?inline=nyt-classifier" title="Recent and archival health news about health clubs.">health clubs</a> like Equinox and Crunch; beverage sellers like Poland Spring and Vitaminwater. Coffee makers like <a class="meta-org" href="http://topics.nytimes.com/top/news/business/companies/starbucks_corporation/index.html?inline=nyt-org" title="More information about Starbucks Corp">Starbucks</a> are on their list too because recovering addicts often develop a taste for coffee. The site’s founders are also eager to attract travel advertising. <br />
There is little doubt that recovering addicts are a large audience. But whether advertisers have any desire to cater to them as a distinct group is uncertain.<br />
<br />
“That’s the question: Is putting your brand in the environment of that condition and mind-set going to create an association that you want, and one that’s scalable enough that there’s a business reason to do it?” said Andy Chapman, director of digital trading for Mindshare, a media-buying agency. “Because you can reach them in other places. And that may be good enough.”<br />
<br />
The creators of The Fix are trying to soothe advertisers in part by not presenting addiction as an exploitative spectacle. But The Fix does not intend to ignore stories of Hollywood celebrities who have often explosive spirals into <a class="meta-classifier" href="http://health.nytimes.com/health/guides/specialtopic/drug-abuse/overview.html?inline=nyt-classifier" title="In-depth reference and news articles about Drug abuse.">substance abuse</a>. Nor does it intend to treat addiction as purely serious fare. In fact, one of its first features is a gallery of what its editors have deemed history’s messiest celebrity breakdowns.<br />
<br />
“We’re certainly not looking for any kind of Victorian freak show element,” said Joe Schrank, a co-founder of TheFix.com who worked with Mr. Roshan to develop the idea for the site, and founder of The Core Company. “However, I think you have to have a sense of humor about it. It’s a very delicate line.”<br />
<br />
The Fix will publish serious essays by big names like <a class="meta-per" href="http://topics.nytimes.com/top/reference/timestopics/people/c/susan_cheever/index.html?inline=nyt-per" title="More articles about Susan Cheever.">Susan Cheever</a>. There is an article questioning the effectiveness of a new vaccine that purports to curb cocaine cravings. Experts have recorded videos that offer advice on managing addictions.<br />
<br />
“My hope for The Fix is that it’s giving much more texture to the comprehensive life — not just the crisis that thrusts people into treatment,” Mr. Schrank said. “The story arc in the media is always the same. It’s <a class="meta-per" href="http://topics.nytimes.com/top/reference/timestopics/people/s/charlie_sheen/index.html?inline=nyt-per" title="More articles about Charlie Sheen.">Charlie Sheen</a> freak show, or a guy went to rehab, redeemed himself and became a rehab counselor. When the truth is it’s as individual as a human thumbprint.”Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-70897023901474046712011-02-15T11:12:00.007-05:002011-02-15T11:28:25.742-05:00Break client Talenthouse's arrangement with Virgin Mobile in Ad Age, Mediapost and Mashable<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdte4Nno71D2BS_dRvHTMniQ3vif84zDHCtF7youdk9DEa2tqCa9Q4n7w7H45YvfoWhQyvn338JFrGDBrcMAIbP1UqmOe-ySR3fokDYi9ewYfXzGgGbsLZHqcyAYN80mW6zxLCEoWW88c/s1600/ad_age_logo.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 60px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdte4Nno71D2BS_dRvHTMniQ3vif84zDHCtF7youdk9DEa2tqCa9Q4n7w7H45YvfoWhQyvn338JFrGDBrcMAIbP1UqmOe-ySR3fokDYi9ewYfXzGgGbsLZHqcyAYN80mW6zxLCEoWW88c/s320/ad_age_logo.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5573953274025625762" /></a><br /><br /><div><br /></div><div><br /></div><div><br /></div><div><span class="Apple-style-span" style="color: rgb(102, 102, 102); font-family: Verdana, Arial, sans-serif; font-size: 12px; line-height: 18px; "><h1 style="margin-top: 0px; margin-right: 0px; margin-bottom: 10px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 10px; padding-left: 0px; font-family: 'Trebuchet MS', Verdana, sans-serif; font-size: 27px; line-height: 1.1em; color: rgb(0, 0, 0); border-bottom-width: 1px; border-bottom-style: dashed; border-bottom-color: rgb(153, 153, 153); "><a href="http://adage.com/digital/article?article_id=148832">App-Happy Brands Bypassing Facebook to Build Content on It</a></h1><h2 style="margin-top: 0px; margin-right: 0px; margin-bottom: 10px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-family: 'Trebuchet MS', Verdana, sans-serif; font-size: 15px; line-height: 1.1em; color: rgb(51, 102, 153); ">Marketers Rely on Third-Party Technology and 'Preferred Developers' Liked by the Social Network</h2><p class="byline" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; color: rgb(0, 0, 0); font-size: 11px; ">by <a href="mailto:elee@adage.com" title="E-mail editor: Edmund Lee" style="color: rgb(204, 102, 0); ">Edmund Lee</a><br /><em>Published:</em> <a href="http://adage.com/results?endeca=1&return=endeca&search_offset=0&search_order_by=score&search_phrase=02/14/2011" title="Browse all stories published on 02/14/2011" style="color: rgb(204, 102, 0); ">February 14, 2011</a></p><p class="byline" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; color: rgb(0, 0, 0); font-size: 11px; "><span class="Apple-style-span" style="color: rgb(102, 102, 102); font-size: 12px; "></span></p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">NEW YORK (AdAge.com) -- When Ron Faris was looking last year for a way to build out a Facebook page for Virgin Mobile USA, where he is the head of brand experiences, he didn't contact Facebook.</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">"The beauty of Facebook is its open nature," he said, referring to the company's publicly available software that allows anyone to plug into its site, also known as an API. Virgin's Facebook page at the time was set up to function in a more workaday manner, responding to customer queries or complaints, but Mr. Faris wanted to broaden Virgin's presence by incorporating participatory features like polls and calls for content, work that not too long ago would have gone to an ad agency.</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Instead, Mr. Faris cold-called a small New York-based startup called Buddy Media that specializes in Facebook applications, which set Virgin up with the aforementioned features. Tellingly, even though Mr. Faris considered Buddy an agency in this regard, the company, in fact, does not think of itself this way.</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "></p><div class="photo_left" style="clear: left; float: left; padding-top: 5px; padding-right: 20px; padding-bottom: 10px; padding-left: 0px; "><div class="story-image"><img src="http://adage.com/images/bin/image/photo/6-virgin-facebook-021411.jpg?1297370423" width="180" height="176" alt="Virgin Mobile's Live Facebook page." title="Virgin Mobile's Live Facebook page." class="photo" style="background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: rgb(255, 255, 255); background-position: initial initial; background-repeat: initial initial; " /></div><div class="captionphoto" style="color: rgb(153, 153, 153); font-size: 10px; text-align: left; line-height: 1.3em; padding-top: 0px; padding-right: 0px; padding-bottom: 5px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: rgb(153, 153, 153); width: 180px; "><div class="creditphoto" style="color: rgb(153, 153, 153); font-size: 9px; text-align: right; line-height: 1.2em; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 3px; margin-right: 0px; margin-bottom: 5px; margin-left: 0px; "></div>Virgin Mobile's Live Facebook page.</div></div>"We're not an agency," Buddy Media CEO Mike Lazerow said. "We don't strategize; we don't service clients or anything like that. We do enterprise software. We do social technology." It's a distinction that underscores the blurring and, according to some, tension between advertising agencies and technology companies around the social network, especially as Facebook has increasingly become the primary destination for a large portion of the online audience, and thereby a crucial media outlet for advertisers.<p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "></p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">The hordes of brand-focused companies looking to tap into the largest social network, like Mr. Faris, have had to go through third-party technologies to carry out their social-media plans instead of going directly to Facebook. This removed contact, so to speak, is in fact a point of pride for the company and is an unaffected result of its open nature, said Ethan Beard, Facebook's director of platform product marketing. "We really want to be the technology that allows our users to connect and share with friends and family," he said. "We're not the media; we're the technology."</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">It's an ethos that has resulted in a third-party economy around Facebook in which major companies are contracting marketing work with a select group of software developers. The Palo Alto, Calif.-based internet giant has actually started to vet these outside developers under the designation "preferred developer consultant," which at current count numbers 48. At issue, according to one industry insider, is the fact that web campaigns had for so long started with a blank slate, often resulting in what the industry calls a microsite, or a one-off web page that would be left unattended or taken down after the life of the ad campaign. Still, it offered a lot of work to agencies focused in digital.</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Facebook's fixed structure, however, does not require as much ground-up building, and much of the marketing can be done with off-the-shelf software. Context Optional, another preferred developer, says most of its work comes directly from brands, instead of through agencies.</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">"Eighty percent of our revenue comes directly from the brands," said Context Optional CEO Kevin Barenblat. "But we also work with agencies -- it depends on whether the company works more closely with their agency or whether they want to manage their social media themselves."</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Mr. Barenblat pointed out that social media is different from advertising. "Brand messages typically come from the companies themselves," he said.</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">It's a view that other preferred developers also hold, and given the rising interest in social-media plays, WPP recently took a $5 million stake in Buddy Media, suggesting that technology companies may have a bigger role to play in marketing, whether within agencies themselves or directly to big companies looking to manage their brands within Facebook. But Mr. Lazerow warned, "We provide the underlying technology to any client, whether it's within WPP or not," he said. "We're not going to steal anyone's customers."</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><b>In fact, for a forthcoming Facebook campaign, in addition to Buddy Media, Mr. Faris has also brought in Los Angeles-based agency Talenthouse to drive Facebook users to Lady Gaga's "Monster Ball" tour, which Virgin Mobile is sponsoring. Talenthouse has set up a submission page where Facebook users can submit short videos to become one of 10 official bloggers for the tour. It's an effort to drive both "likes" and content that keeps Facebook active.</b></p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><b>Talenthouse founder Amos Pizzey said his company specializes in influencing this kind of collaborative content, which he said had been missing from precious social-networking plays. "In the early days on MySpace, bands got huge numbers of fans, but it didn't do anything," he said. "They just sat there. They became a dead community."</b></p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Mr. Pizzey said even in the age of Facebook it's not enough to just feed people with random content. "You have to draw them in," he said. "Don't care how cool it looks, it has to be gripping, they have to want to do it."</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">But part of what drives users to company's Facebook pages, however, is straightforward advertising, which has exploded on Facebook. The company took in $1.86 billion in ad dollars last year, based on estimates from eMarketer, with $1.12 billion coming from the company's self-serve model. That product is similar to Google's long-standing system, which lets advertisers plug in to an auction-based bidding platform to buy ad space.</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">That can come at a significant cost. While anyone can make use of the company's self-serve system, big advertisers looking to buy in bulk have to use yet more third-party software, such as one from New York-based Blinq Media, which allows media buyers more control over the system than Facebook's native interface allows. Costs for every thousand impressions on Facebook run around $1.00 within the self-serve marketplace. But advertisers looking to buy on Facebook's famed home page have to go directly to the company's in-house sales team, which has exclusive rights to that space. According to insiders, the company charges around $5 for every thousand homepage impressions.</p><p style="margin-top: 1.5em; margin-right: 0px; margin-bottom: 1.5em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Mr. Faris, however, does not buy any media. "The world of brand experiences is not about advertising," he said. "It's all about conversations. About building relationships with your consumers. Your fans. That's what's exciting about Facebook. It's not about my agenda; it's about the consumer's agenda."</p></span><p></p><p class="byline" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; color: rgb(0, 0, 0); font-size: 11px; "><br /></p></div><div><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDzmghCbdFoSaMizWr14eZULOrNbYDogLHalgDPfDoNBc8qmjdvYSJT8JNGvqT2pkZjRXnONXYq2Q6H650ZBLtPfCoFY5r7DR-m52WG3IR9H_PfL5KEEG1O9VY5twLVt1TbMQSU_JQSN4/s1600/Mediapost%2527s+Marketing+Daily.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 56px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDzmghCbdFoSaMizWr14eZULOrNbYDogLHalgDPfDoNBc8qmjdvYSJT8JNGvqT2pkZjRXnONXYq2Q6H650ZBLtPfCoFY5r7DR-m52WG3IR9H_PfL5KEEG1O9VY5twLVt1TbMQSU_JQSN4/s320/Mediapost%2527s+Marketing+Daily.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5573952171660368818" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><table cellspacing="0" cellpadding="0" style="border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; padding-top: 0px; padding-right: 5px; padding-bottom: 0px; padding-left: 10px; margin-right: 0px; font-family: 'Times New Roman'; font-size: medium; "><tbody><tr height="20"><td style="padding-top: 15px; "><span class="articleHeadline" style="text-decoration: none; font-family: 'Trebuchet MS'; font-size: 22px; color: rgb(204, 102, 0); font-weight: 700; line-height: 22px; "><a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144336">Virgin Mobile Looks To Lady Gaga For 'Likes'</a></span></td></tr><tr height="25"><td style="padding-bottom: 8px; "><span class="articleText" style="text-decoration: none; "><span class="Apple-style-span" style="font-weight: bold; "><span class="Apple-style-span" style="font-size: 11px;">by </span></span><a class="authorEmail" href="http://www.mediapost.com/publications/?fa=Archives.showArchive&author=1599" style="text-decoration: underline; color: rgb(0, 0, 68); font-family: 'Trebuchet MS'; font-size: 11px; font-weight: bold; ">Aaron Baar</a><span class="Apple-style-span" style="font-weight: bold; "><span class="Apple-style-span" style="font-size: 11px;">, Monday, February 7, 2011, 8:00 AM</span></span><br /><br /><span class="Apple-style-span"><span class="Apple-style-span" style="font-weight: normal; "><span class="Apple-style-span" style="font-size: 14px;"><img src="http://m.mediapost.com/publications/16/gaga1.jpg" border="0" alt="Lady GaGa" title="Lady GaGa" hspace="6" width="200" height="125" align="left" /></span></span><div style="text-align: left; font-weight: normal; "><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 14px;">Virgin Mobile has set a goal of reaching one million "likes" on Facebook by the end of the year, and it's hoping Lady Gaga and 10 lucky bloggers will help th</span></span><span class="Apple-style-span">e</span><span class="Apple-style-span" style="font-family: 'Trebuchet MS'; font-size: 14px; "> company do it.</span></div><p style="font-family: 'Trebuchet MS'; font-size: 14px; font-weight: normal; ">It is announcing Monday a contest in which 10 bloggers (nine from within 100 miles of one of the pop star's upcoming "Monster Ball Tour" stops and one international winner) will be selected as official "tour bloggers," with special VIP access to the show and the venue.</p><p style="font-family: 'Trebuchet MS'; font-size: 14px; ">"Virgin Mobile's goal is to substantially increase its Facebook 'likes,'" Matt Wilkinson, VP Brand Relations at <b>Talenthouse</b>, the Los Angeles-based social media marketing company enlisted to run the contest, tells <em style="font-weight: normal; ">Marketing Daily</em>. "Our program is fully integrated into Facebook to help make that happen."</p><p style="font-family: 'Trebuchet MS'; font-size: 14px; "><span class="Apple-style-span" style="font-weight: normal; ">Throughout the contest, </span><b>Talenthouse</b> will collect video submissions from contestants and post them on Virgin Mobile's Web site www.virginmobilelive.com as well as other sites, and ask the public to vote on the submissions. When people do so, a pop-up will appear asking them to like Virgin Mobile on Facebook. Based on previous similar contests, each submission will draw between 50 and 100 votes, Wilkinson says.</p><p style="font-family: 'Trebuchet MS'; font-size: 14px; "><span class="Apple-style-span" style="font-weight: normal; ">As the contest gets underway, </span><b>Talenthouse</b>'s 25-person marketing department (along with Virgin Mobile's social media team) will reach out to blogs, Web sites and other media to promote the contest, he says. Virgin Mobile is a presenting sponsor of Lady Gaga's Monster Ball tour.</p><p style="font-family: 'Trebuchet MS'; font-size: 14px; font-weight: normal; ">Virgin Mobile has been increasing its entertainment offerings. Last week, the company announced a deal with independent film studio Relativity Media and its Virgin Mobile Live Facebook portal, which will include exclusive video and music as well as product placement in Relativity Media films.</p><p style="font-family: 'Trebuchet MS'; font-size: 14px; font-weight: normal; ">++++</p></span></span></td></tr></tbody></table></div><div><br /></div><div><div><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiy64UkimKCy8FOByz7eft-D_5r1O627vB0gc9qUmUdGSsFzSjDvx9oJF4thF2eOzeWEcUeQA5RGLTlA7Y_LBauZvip9LD3XkEd1DSgCSFAvnVbOI9J0oZavFFpBPvG_KH2OdMFEoHp4JQ/s320/mashable_logo.jpg" style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 116px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5573952762037100610" /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span class="Apple-style-span" style="color: rgb(71, 71, 71); font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 17px; "><h1 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 25px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: 600; clear: both; line-height: 32px; background-position: initial initial; background-repeat: initial initial; "><span class="Apple-style-span"><span class="Apple-style-span" style="border-style: initial; border-color: initial; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent;"><a href="http://mashable.com/2011/02/07/virgin-mobile-seeks-bloggers-lady-gaga-tour/">Virgin Mobile Seeks Bloggers for Lady Gaga Tour</a></span></span></h1><div><br /></div><div><div id="post-adsense" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "><br /></p></div><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "><img src="http://9.mshcdn.com/wp-content/uploads/2011/02/Lady-Gaga.jpg" alt="" title="Lady Gaga" width="225" height="" class="alignright size-full wp-image-522581" style="margin-top: 0px; margin-right: 0px; margin-bottom: 10px; margin-left: 10px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; border-style: initial; border-color: initial; float: right; background-position: initial initial; background-repeat: initial initial; " />At the moment, about 40,000 people “like” Virgin Mobile on Facebook, but the brand hopes to hit 1 million by the end of the year using a tie-in with Lady Gaga.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">The telecom brand is working with social media talent marketing firm <b>Talenthouse</b> on a new program that hopes to transfer some of Lady Gaga’s <a href="http://www.facebook.com/ladygaga?v=app_157391050947062" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; ">27.7 million Facebook fans</a> over to Virgin Mobile.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">On Monday, Virgin Mobile is launching a contest to find 10 official bloggers for new dates in Lady Gaga’s “Monster Ball” tour. To enter, bloggers are encouraged to send a short video to Virgin Mobile Live’s <a href="http://www.facebook.com/VirginMobileLive" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Facebook page</a> displaying their “best work.” Then the public votes via Facebook. Every submission will be housed on Facebook and will require a “like” to be submitted.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">Amos Pizzey, president and founder of <b>Talenthouse</b>, says that although Virgin Mobile has a goal for its “likes,” the brand understands that certain fans have disproportionate influence. “They want the right ‘likes,’” says Pizzey. “They want people who are there to consume content.”</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">The deal between Lady Gaga and Virgin Mobile comes after the pop star <a href="http://www.facebook.com/ladygaga?v=app_157391050947062" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">inked a deal with Polaroid</a> to develop a new line of photo-capturing gadgets. Lady Gaga began the Monster Ball tour in 2010, but decided to extend it in 2011, starting this month.</p></div></span></div></div></div></div>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-59542415474123093812010-12-13T14:52:00.004-05:002012-07-25T22:03:04.205-04:00BrandIndex's Friday column in Brandweek: Netflix vs. Blockbuster, AOL vs. MySpace, Honda vs. Hyundai<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2ec13SzWFzZn-HDhi46dUiVhiOBh8MrsaTqDDKY6B8oautbkjQtMFld1W8231amH8yEW9SQtO5zV3Z9uip0bBJeOoYAu__3iS4wGDJLhqLomZlBfiAGrsBJsDz5LbfJuPurX4UYES3_I/s1600/brandweek.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5550257341700993010" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2ec13SzWFzZn-HDhi46dUiVhiOBh8MrsaTqDDKY6B8oautbkjQtMFld1W8231amH8yEW9SQtO5zV3Z9uip0bBJeOoYAu__3iS4wGDJLhqLomZlBfiAGrsBJsDz5LbfJuPurX4UYES3_I/s320/brandweek.jpg" style="cursor: pointer; float: left; height: 52px; margin: 0pt 10px 10px 0pt; width: 203px;" /></a><br />
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<a href="http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i3a15dfaab86484fb99bcdff15e0df0bc">Netflix Beats Blockbuster in Brand Loyalty</a></h1>
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Dec 10, 2010</div>
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- Brandweek and YouGov Staff</div>
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<img align="left" alt="" height="133" src="http://www.brandweek.com/bw/photos/stylus/158296-Blockbuster-Netflix.jpg" vspace="10" width="200" />This month, Blockbuster launched its first ad campaign since 2007. But the beleaguered movie rental chain is still nowhere near Netflix, which has the highest brand loyalty compared to rivals, per research firm <a href="http://www.yougov.com/" target="_blank">YouGov</a>.<br />
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The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on <i>buzz</i>: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week's report also measures consumer <i>willingness to recommend</i> a brand.<br />
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YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.<br />
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The report spotlights the following brands.<br />
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<b>Blockbuster vs. Netflix</b><br />
Currently in Chapter 11 bankruptcy, Blockbuster is in need of cash and is focusing on the holidays, a time when summer movie hits are released on DVD.<br />
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The movie rental chain launched a new campaign during Thanksgiving week, with the tagline: "Less waiting, More watching." The effort, estimated at $15-20 million, boasts that Blockbuster stores have a 28-day exclusivity window on some new releases over competitors like Netflix and Redbox.<br />
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After a downhill slide in recommend score (brand loyalty), Blockbuster–which was once above its rival DirecTV–appears to be stemming the tide, at least for now. Since bottoming out just a few points below zero at the end of November, Blockbuster's score has moved up to the point of equal positive and negative sentiment.<br />
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Blockbuster still has a long way to go to catch up to Netflix, which is at its highest brand loyalty score of 35. It remains much closer to DirecTV, which stands at 8.6.<br />
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<img align="bottom" alt="" border="1" height="324" src="http://www.brandweek.com/bw/photos/stylus/158294-Buzz-Netflix.jpg" width="600" /><br />
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<b>AOL and MySpace</b><br />
At the beginning of 2010, AOL and MySpace were two of the more notable troubled Internet brands. AOL was in the middle of a turnaround under former Google president Tim Armstrong to become a content-generating powerhouse. MySpace, once the most popular social networking site in the U.S., has since been overtaken in traffic by Facebook.<br />
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On Jan. 1, AOL and MySpace were a mere few points apart in negative perception in index scores, which is YouGov BrandIndex’s overall yardstick for measuring brand health, averaging the sub-scores of quality, value, impression, satisfaction, reputation and willingness to recommend.<br />
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After three months, the brands took different directions and never came that close again the rest of the year. AOL snapped up TechCrunch and has been expanding its content areas– essentially keeping its index score treading water. MySpace underwent a complete overhaul this fall, and is now rumored to be on the block, with its index score at a 2010 low.<br />
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Throughout the year, AOL hovered around the -15 mark, pretty much where it started and where it is today. On the other hand, MySpace’s index score began eroding at the end of March, a long fall for what was once a social media icon. After hitting -23.8 on Aug. 31, the score began a mild climb as the site was heading towards a major relaunch at the end of October, with a new logo, cleaner design, better sharing functionality and a Facebook partnership. But the momentum didn’t last. MySpace’s score sunk back down to its present<br />
-28.<br />
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<img align="bottom" alt="" border="1" height="312" src="http://www.brandweek.com/bw/photos/stylus/158293-Buzz-AOL.jpg" width="600" /><br />
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<b>Honda vs. Hyundai</b><br />
Exploiting the holiday spirit, both Honda and Hyundai unveiled end-of-year campaigns during Thanksgiving, in hopes of boosting sales numbers.<br />
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While Honda’s sales are up 4 percent through November, the industry has seen an 11 percent increase. The carmaker started the year with an unusual gift: Toyota’s massive and much more highly publicized recalls overshadowed Honda’s own recalls. Honda’s buzz score with adults over 18 dropped significantly from 26.1 to 11.7 in less than 30 days after the news broke.<br />
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By the third week of April, however, Honda had recovered and stayed in the low 20s until late August, when its score jumped to 25. The new “Happy Honda Days” campaign eschewed spots featuring "Mr. Opportunity," and Honda’s buzz scored has remained at 25.<br />
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Hyundai also put on a happy face for its campaign. Over the course of the year, the carmaker nearly doubled its buzz score from 8.2 to 15.5, breaking through the sector average by the end of January.<br />
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<img align="bottom" alt="" border="1" height="317" src="http://www.brandweek.com/bw/photos/stylus/158295-Buzz-cars.jpg" width="600" />Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-30097096270923887702010-11-23T16:10:00.009-05:002010-11-23T16:31:11.601-05:00Black Friday media blitz for YouGov BrandIndex in Brandweek, Forbes, Mediapost<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8TrlUUQhkFPAqC_b7rMbGfnavAYN5hiTnt1gq_kgkKp1pwl1n1-MdIJ4aCpMsqSL18UpaWk9tkLUCgIX1YOMtjYYmAddSJR48x1C5Nb4RUFS5UKr6bogl82Kt1jQ9P5TZr2zrBtN8ghY/s1600/Forbes%252BLogo061810.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 144px; height: 76px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8TrlUUQhkFPAqC_b7rMbGfnavAYN5hiTnt1gq_kgkKp1pwl1n1-MdIJ4aCpMsqSL18UpaWk9tkLUCgIX1YOMtjYYmAddSJR48x1C5Nb4RUFS5UKr6bogl82Kt1jQ9P5TZr2zrBtN8ghY/s320/Forbes%252BLogo061810.jpg" alt="" id="BLOGGER_PHOTO_ID_5542858533493857186" border="0" /></a><br /><br /><br /><br /><br /><h3 class="slug">CMO Network</h3> <h1 class="post-title"><a href="http://blogs.forbes.com/elainewong/2010/11/23/black-fridays-hottest-consumer-electronics-brands/">Black Friday’s Hottest Consumer</a><a href="http://blogs.forbes.com/elainewong/2010/11/23/black-fridays-hottest-consumer-electronics-brands/"> Electronics Brands</a></h1> <div class="date_stamp">Nov. <span class="bigday">23</span> 2010 - 12:49 pm </div> <div class="post-byline post-byline-individual">By ELAINE WONG</div> <div class="entry"> <p><a href="http://blogs-images.forbes.com/elainewong/files/2010/11/buzz-chart-400.jpg"><img class="alignright size-full wp-image-92" title="buzz chart 400" src="http://blogs-images.forbes.com/elainewong/files/2010/11/buzz-chart-400.jpg" alt="" width="400" height="400" /></a><br /></p><p>When it comes to consumer electronics, Apple rules the roost this Black Friday season.</p> <p>The personal computer maker, along with three of its most popular products—the iPod, iPad and iPhone—ranked 1, 3, 7 and 8, respectively, in a new ranking of this holiday shopping weekend’s most buzzed about brands. YouGov’s BrandIndex, which tracks consumers’ daily perceptions of brands, compiled the report.</p> <p>Apple aside, which came in with a buzz score of 32.5, other highly sought after consumer electronics brands include Nintendo’s Wii (second place, with a buzz score of 31.3), Bose (#4, 29.1), Sony (#5, 27.3) and LG (#6, 27.0). Hewlett-Packard rounded out the list (#10, 21.5). YouGov compiled the data for Forbes on November 19, and the buzz scores are a ratio of participants’ positive versus negative feedback about a brand. (The firm reached out to 5,000 respondents ages 18 or older—out of its sample set of 1.5 million U.S. adults—for the study.)</p> <p>Okay, buzz is one thing, but what do these numbers mean for marketers and consumers who have stumbled across this post? Looking at this year’s “winners,” a few take home points jump out:</p> <p><strong>*It’s good to be Apple. </strong>Times are tough, indeed, but Apple still enjoys top-of-mind awareness among shoppers heading into this Black Friday season. Dad might not be willing to shell out $500 for a new dining table, but he’ll plunk down $1,000+ for a new MacBook Pro if it makes his youngest daughter look good, right? (This really happened with Media Geek’s sibling, who just started at Temple University as a business major. Media Geek got squat for her freshman year college present.) Plus, though Apple may be a brand that connotes style and class, it’s not too stuck up to offer consumers a good Black Friday deal. As this <a href="http://mashable.com/2010/11/23/apple-black-friday/">Mashable</a> post notes, the company is holding a one-day, Black Friday sale where consumers can find deals on beloved Apple products.</p> <p><strong>*Value matters. </strong>Microsoft might’ve put big marketing dollars behind its Xbox Kinect, game controller-free entertainment system, but Nintendo’s Wii, which the former was meant to challenge, still managed to hold its place. (Xbox Kinect didn’t make the top 10.) Why? Penny pinched consumers might see Nintendo’s Wii as a better value buy. Most of its consoles sell</p> <p> for under $200 on Amazon.com, whereas Xbox Kinect’s list price runs anywhere from $149 to $399, depending on what equipment you already have, per <a href="http://www.xbox.com/en-US/Press/2010/Kinect-OneMillion">Microsoft’s site.</a></p> <p><strong>*Quality matters. </strong>No. 5 Sony has traditionally been a favorite among quality seekers, with the company ranking right behind Intel and Canon, as far as quality scores ago. In fact, its ranking among the top 22 electronics brands, in terms of quality, remained exactly the same as the year-ago period, YouGov said. Compare that with what happened to Toyota when reports about <a href="http://www.forbes.com/2010/11/15/corporate-blunders-2010-reputation-bp-facebook-toyota-cmo-network.html">sticky accelerator pedals and floor mats hit.</a> Yikes.</p> <p><strong>*It pays to be a consumer electronics staple</strong>. Bose makes speakers, radios, headphones and clocks. Okay, not exactly the same, gliterrati-like sort of tech stuff that Apple makes, but sometimes—particularly now—all you need are the basics, right?</p> <p><strong>*It pays to be consumer-centric. </strong>Dell recently kicked off a global push to become “the most loved brand in the PC industry,” global CMO for consumer and small and medium businesses, Paul-Henri Ferrand, told marketing trade <a href="http://www.brandweek.com/bw/content_display/news-and-features/technology-finance/e3ic77348688187169d804dd69ae1572715">Brandweek</a> last month. Ads, via Wunderman, carry the tagline, “You can tell it’s Dell,” and mark a stark contrast from the former’s (up until now) price-driven approach.</p> <p>With Black Friday less than three days away, “these are the brands that people are talking about in the most positive way,” says Ted Marzilli, svp and global managing director for BrandIndex. In the end, “sales tell the tale,” though being one of the most buzzed about brands certainly helps. (There is some evidence that high buzz scores correlate with strong sales, though it’s not always the case, he adds.)</p> <p>At the very least, these numbers tell marketers whether or not “they are even in the game. If you’re not in the consideration set, you don’t have a seat at the table,” he says.</p><p><br /></p><p>++++<br /></p><h1 class="post-title"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyhx1g89enMkTf35eo1OAQE4hHena46gGfI-B4WjtifbBMbBZWVPAthrl-Y6ccrsaWn1rqGghZmXdEgtMK0UFZR5T5G3uVbsqc0oHchVL5_tRbaKZmU63hlEhtlA5e5jAr4H73rCR2N4M/s1600/BrandIndex+Black+Friday+chart+in+Mediapost.png"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 376px; height: 260px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyhx1g89enMkTf35eo1OAQE4hHena46gGfI-B4WjtifbBMbBZWVPAthrl-Y6ccrsaWn1rqGghZmXdEgtMK0UFZR5T5G3uVbsqc0oHchVL5_tRbaKZmU63hlEhtlA5e5jAr4H73rCR2N4M/s320/BrandIndex+Black+Friday+chart+in+Mediapost.png" alt="" id="BLOGGER_PHOTO_ID_5542860446702060546" border="0" /></a></h1> </div><br /><br /><br /><a href="http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2010-11-22&art_type=16">LINK</a>.<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />++++<br /><br /><br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOGAQlrrNSFrq3IELwaCDrHmHyrod8G2cMh3-w7Z2IEkyscR0IY_1842BkJqFgJCmiKbbUCraQPXidF7ZP3JgoMFlfX5plOgxTRRgdbU1Cm6gDrMtJgNgwf0fp07VP5BewK1RIM1hcOCI/s1600/brandweek.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 250px; height: 64px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOGAQlrrNSFrq3IELwaCDrHmHyrod8G2cMh3-w7Z2IEkyscR0IY_1842BkJqFgJCmiKbbUCraQPXidF7ZP3JgoMFlfX5plOgxTRRgdbU1Cm6gDrMtJgNgwf0fp07VP5BewK1RIM1hcOCI/s320/brandweek.jpg" alt="" id="BLOGGER_PHOTO_ID_5542857951200926450" border="0" /></a><br /><h1 class="lg"><br /></h1><h1 class="lg"><a href="http://www.brandweek.com/bw/content_display/news-and-features/direct/e3id2a9a8ed9c4a58a9ac0580137eb421dd">Merry Deals Offered Earlier Than Ever</a></h1> <p class="date">Nov 19, 2010</p> <img src="http://www.brandweek.com/bw/photos/stylus/157251-BlackFriday.jpg" alt="" align="left" vspace="10" width="200" height="133" hspace="10" />Retailers are taking full advantage of the holiday shopping season, having rolled out ads and promotions as early as Halloween this year. Black Friday marketers, for instance, <a href="http://www.brandweek.com/bw/content_display/esearch/e3if5ddbe1f0bbd42ec1df0872a80955f92" target="_blank">have extended the shopping window</a> from two to three days. And when it comes to holiday retailers with the highest value scores, Target, Old Navy and Amazon lead the pack for women with children under 18, per research firm YouGov.<br /><br />The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on <i>buzz</i>: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week's report also measures brand <i>value</i> and <i>quality</i>.<br /><br />YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.<br /><br />The report spotlights:<br /><br />• Holiday retailers<br />• Dell<br />• Jim Beam<br /><br /><br /><b>You</b><b>Gov Lists Retailers With Best Value Perception</b><br />Holiday marketing is in full swing. Wal-Mart has already fired its first salvo, offering free holiday shipping for all online purchases through Dec. 20. The move prompted Macy’s, Target, and Toys"R"Us to announce similar deals.<br /><br />For this list, YouGov BrandIndex examined value scores for women with children under 18—traditionally the primary purchasers of holiday gifts.<br /><br />With Black Friday merely one week away, Old Navy and Target are in a virtual tie for best value perception, with Amazon not far behind. Rivals Kohl's and J.C. Penney are neck and neck, while auction kingpin eBay makes a strong showing with a score of 36, followed by Wal-Mart and Sears. Rounding out the top 10 is electronics giant Best Buy.<br /><br />With the ad campaigns coming thick and fast, in the past week, Sears made the biggest leap in value with 13 points, followed by Toys"R"Us with a 12-point increase.<br /><br /><div align="center"> <img src="http://www.brandweek.com/bw/photos/stylus/157252-Brand-value.jpg" alt="" align="bottom" border="1" width="377" height="326" /> </div><br /><img src="http://www.brandweek.com/bw/photos/stylus/157253-Brand-improvers.jpg" alt="" align="bottom" border="1" width="500" height="203" /><br /><br /><br /><b>Dell Powers Up Global Rebranding</b><br />After losing market share to competitors and being the subject of negative online feedback regarding its customer service, Dell launched a global rebranding campaign that carries the tag: “You Can Tell It’s A Dell.”<br /><br />The computer giant hired big guns for the multimillion-dollar effort: WPP Group agencies Wunderman, Schematic and Young & Rubicam, as well as outside agency Mother. Components include direct mail, e-mail marketing and social media, as well as TV, print and display advertising.<br /><br />Dell’s index score—which measures overall brand health—has been gradually rising in the U.S., Germany and U.K. for adults over 18. The most pronounced jump has been in the U.S., where the score has jumped from 48.9 to 55.6 in three weeks. The campaign strengthened the U.K.’s index score, which leads the three countries, followed by Germany, where Dell's index score has fallen by a few points but has recently been trending upward.<br /><br /><img src="http://www.brandweek.com/bw/photos/stylus/157254-Buzz-Dell.jpg" alt="" align="bottom" border="1" width="600" height="325" /><br /><br /><b><br />Jim Beam's Quality Score Is On Fire</b><br />Making its move in the competitive spirits category—where Jack Daniels has long been a brand standout—Jim Beam launched an online campaign on Oct. 15, centered on its eight-year aging process. Earlier this year, the bourbon maker unveiled the “Eight Years Changes Everything” slogan for its Black Label line.<br /><br />Jim Beam created a Facebook game with an accompanying Web site, Beamfire.com, which asks consumers to throw their regrets in a virtual bonfire. Site visitors can also upload images of those items they'd like to discard and earn badges or a grand prize of $8,000.<br /><br />The campaign’s debut coincides with Jim Beam’s quality score improving much faster than the spirits sector average. Its score peaked at 77 on Nov. 8, just a tad behind Jack Daniels. Since then, both brands have moved down gradually, but Jim Beam’s quality score remains elevated.<br /><br /><img src="http://www.brandweek.com/bw/photos/stylus/157250-Buzz-JimBeam.jpg" alt="" align="bottom" border="1" width="600" height="327" /><br /><br />++++Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-68242745379847606692010-11-08T10:00:00.004-05:002010-11-08T10:02:57.796-05:00BrandIndex's value perception of retailers is "Most Wanted" in NY Times Business Section<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibyDRDEIRzCb7SQYTRqm8PZ6kwDnq0vSKyLXQl2dF5Y724FDx53UHYkoUdNUbTnlXrIFc-DDVX1yFoPnTafxNpS_WlJP6x7XIlaE66uE7ShmzYmr8zVMjMP06YwszzNppz6OpCwvBRvGc/s1600/nytlogo153x23.gif"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 153px; height: 23px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibyDRDEIRzCb7SQYTRqm8PZ6kwDnq0vSKyLXQl2dF5Y724FDx53UHYkoUdNUbTnlXrIFc-DDVX1yFoPnTafxNpS_WlJP6x7XIlaE66uE7ShmzYmr8zVMjMP06YwszzNppz6OpCwvBRvGc/s320/nytlogo153x23.gif" alt="" id="BLOGGER_PHOTO_ID_5537194236576599074" border="0" /></a><br /><br /><br /><a style="font-weight: bold;" href="http://www.nytimes.com/interactive/2010/11/08/business/media/08mostwanted-graphic-interactive.html?ref=media">BANG FOR THE BUCK</a> - November 8, 2010<br />Please click above to see the full chart as it appeared in the New York Times.Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-49055907636711980432010-11-05T15:20:00.003-04:002010-11-05T15:22:25.254-04:00BrandIndex's Friday column in Brandweek: The winners in MLB post-season advertisers<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjk9Iv5-BBEJ783obtSDFjVh5XEuaGfKYVLwQaGDlfw6d7tyWYRFFEzgL9u87o8COg1eBhJ3wP99n5EJC3INsxO5CLdT8CuXFfmxhN4EW223XZiyIyym5dVPAj892CF-pkXqo-_MLI9SNU/s1600/brandweek.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 242px; height: 62px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjk9Iv5-BBEJ783obtSDFjVh5XEuaGfKYVLwQaGDlfw6d7tyWYRFFEzgL9u87o8COg1eBhJ3wP99n5EJC3INsxO5CLdT8CuXFfmxhN4EW223XZiyIyym5dVPAj892CF-pkXqo-_MLI9SNU/s320/brandweek.jpg" alt="" id="BLOGGER_PHOTO_ID_5536147852023893506" border="0" /></a><br /><br /><br /><br /><h1 class="lg"><a href="http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i57f7ab3b9757aad3cc9b5d7fbb825879">Top 5 Buzz Gainers of the MLB Post-Season</a></h1> <p class="date">Nov 5, 2010</p> <img src="http://www.brandweek.com/bw/photos/stylus/156468-Buzz-Improvers-new.jpg" alt="" align="left" border="1" vspace="10" width="350" height="145" hspace="10" />Unlike the Super Bowl, Major League Baseball's post-season takes up a month and at least two dozen games. The very nature of the event gives advertisers an ample window to roll out campaigns—sometimes with multiple executions and substantial amounts of repetition. Research firm <a href="http://www.yougov.com/">YouGov</a> has created this exclusive report for Brandweek, outlining the winning brands for the playoffs, including two TV networks that provided the coverage: Fox and TBS.<br /><br />Almost a dozen companies either signed official deals with MLB for the post-season or introduced new campaigns during the broadcasts. When it comes the biggest buzz gainers with adults over 18, the winner by far was one of the official sponsors, Chevrolet, which notched up 18 points in the 30 days ending Nov. 1.<br /><br />Chevy's campaign debuted with the kick-off of the World Series on Oct. 27. The six Tim Allen-voiced spots all followed the “Chevy Runs Deep” theme, and promoted new vehicles, such as the Cruze and the Volt.<br /><br />Two credit card brands also made the top five: MasterCard gained eight buzz points as the “preferred card of Major League Baseball,” touting 20% off all MLB gear. Meanwhile, Visa climbed four points with a co-branded campaign with Bank of America, and it got prime sponsorship visibility at the home of the San Francisco Giants, AT&T Park.<br /><br />DirecTV’s most highly visible commercial during the post-season drew up a new battlefront—not with another satellite dish company or FiOS, but with Netflix. The spot spells it all out for consumers: “DirecTV’s got them. Straight from the theater to your living room… one month before Netflix.”<br /><br />During the month of October, DirecTV made great strides to close the buzz score gap with Netflix. DirecTV zoomed from 30.4 on Oct. 1 to 58.6 by the end of the month. Netflix had been hovering in the high 80s most of that time, except for Oct. 15, when it briefly slid down to 70.<br /><br /><img alt="" src="http://www.brandweek.com/bw/photos/stylus/156391-Buzz-DirecTV.jpg" align="bottom" border="1" width="600" height="334" /><br /><br />Another official sponsor, Geico, rounded out the list by edging up three points thanks to a series of value-focused ads.<br /><br />Advertisers weren't the only ones to benefit from the post-season exposure; the broadcast networks did too. At the beginning of October, Fox, TBS and ESPN were within the 28-31 range in their impression scores (a general positive feeling about a brand). As the playoffs progressed, Fox and TBS broke away from ESPN.<br /><br />Fox peaked on Oct. 20 with a score of 36.7 and TBS cruised at 41 for a few days. ESPN, however, remained in that initial 28-31 range. Leading up to the World Series finale, all three networks appeared to be closing the big gap between them.<br /><br /><img alt="" src="http://www.brandweek.com/bw/photos/stylus/156392-Buzz-MLB.jpg" align="bottom" border="1" width="600" height="336" /><br /><br />The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral.<br /><br />YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-30431387833592146032010-10-26T09:54:00.010-04:002010-10-26T10:13:44.031-04:00Break BrandIndex's politics and brands charts all over Ad Age, Gawker, CNBC, NY Post and Brandchannel<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMXR8hcXZiuioKluSXxGykF-GMiFm3PqYTkyFWCEIyoHM3ylOD3-ZDtb9ZpfD-OiTKJ96xylP1FuOjFfdQdtInsaynTiQ_Fmj5D4xggbEF1ZPdMbbd1sq9NtQVsMt79fBWpYYoMi3TwkI/s1600/ad_age_logo.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 320px; height: 60px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMXR8hcXZiuioKluSXxGykF-GMiFm3PqYTkyFWCEIyoHM3ylOD3-ZDtb9ZpfD-OiTKJ96xylP1FuOjFfdQdtInsaynTiQ_Fmj5D4xggbEF1ZPdMbbd1sq9NtQVsMt79fBWpYYoMi3TwkI/s320/ad_age_logo.jpg" alt="" id="BLOGGER_PHOTO_ID_5532353372995400722" border="0" /></a><br /><br /><br /><br /><h1><a href="http://adage.com/article?article_id=146663">Consumers' Hearts Bleed Red -- and Blue</a></h1> <h2>Top U.S. Brands Favored Much Higher Among One Political Party or the Other, Survey Finds</h2> <p class="byline"><em>By</em> <a title="E-mail author: Nat Ives" href="mailto:nives@adage.com">Nat Ives</a><br /><em>Published:</em> <a title="Browse all stories published on 10/25/2010" href="http://adage.com/results?endeca=1&return=endeca&search_offset=0&search_order_by=score&search_phrase=10/25/2010">October 25, 2010</a> </p><br /><p>NEW YORK (AdAge.com) -- Forget red states and blue states for a second. Is your brand a red brand or a blue brand? </p> <p>Many of America's top brands rate much higher among one political party or the other, according to an analysis of YouGov's BrandIndex survey results.<br /></p> <p>Google is the top brand for Democrats, according to an index incorporating consumer impressions of its quality, its value, their satisfaction with it, its reputation, their willingness to recommend it and their general impression of it. Google doesn't appear in Republicans' top 10. </p> <p>Republicans, on the other hand, rank Fox News tops; Fox News, perhaps not surprisingly, doesn't appear on the list of Democrats' favorite 10 brands. </p> <p>JetBlue is the third-ranked airline brand among Democrats, but doesn't crack the top five among Republicans, the BrandIndex analysis shows. Republicans rate Aflac among their top five insurers, while Democrats make room for Progressive. </p> <p>Although consumers aren't usually buying a big brand because they think its owners are actually on their political "side" -- potential exceptions such as Ben & Jerry's aside -- marketers may well benefit from knowing how political partisans view them. </p> <p>Target says it didn't suffer any bottom-line damage after gay-rights support</p> <p>ers and some customers protested its $150,000 contribution to a group supporting a candidate opposed to gay marriage. But it might have avoided the whole mess if it considered its perceived political image first. Target is the fourth-ranked retailer among Democrats, according to BrandIndex, but is nowhere in the top five for Republicans. </p> <p>Many brands perform well among members of both parties: Cheerios, UPS, FedEx, Craftsman, J&J, the History Channel and the Discovery Channel have appeal across political divides.</p> <div class="large_"> <div class="story-image"><img class="large" alt="" src="http://adage.com/images/bin/image/large/4-american-brandstand-chart-102510.jpg?1287769397" width="400" height="406" /> </div> <div class="captionlarge"> <div class="creditlarge">Source: YouGov BrandIndex</div></div></div><br />++++<br /><h2><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiL0CmnUDiNKW2Czuq5hGzig5UsX0PuRxQNu-HtrgmISkeUc9hebTc8YiPZNlknirqTgvgSY8YKlenjvCvEwqdX1EbCWVGbE0SGrObzhv9HhD_0c4bB8nhBMoENyV6Au1G8Ai9p0KLmniY/s1600/NYPost-logo.gif"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 320px; height: 56px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiL0CmnUDiNKW2Czuq5hGzig5UsX0PuRxQNu-HtrgmISkeUc9hebTc8YiPZNlknirqTgvgSY8YKlenjvCvEwqdX1EbCWVGbE0SGrObzhv9HhD_0c4bB8nhBMoENyV6Au1G8Ai9p0KLmniY/s320/NYPost-logo.gif" alt="" id="BLOGGER_PHOTO_ID_5532354732515247058" border="0" /></a></h2><br /><br /><br /><br /><h1><a href="http://www.nypost.com/p/news/national/red_blue_voters_on_own_brand_wagons_3IxaRc0TNSKLyoy4UsIzUL"><b>Red & blue voters on own brand w</b></a></h1> <h1><a href="http://www.nypost.com/p/news/national/red_blue_voters_on_own_brand_wagons_3IxaRc0TNSKLyoy4UsIzUL"><b>agons</b></a></h1> By S.A. MILLER, Post Correspondent<br /><br /><br />WASHINGTON -- It's more than politics dividing the country --<a href="http://www.nypost.com/t/U.S._Democratic_Party"> Democrats </a>and<a href="http://www.nypost.com/t/U.S._Republican_Party"> Republicans </a>also split on which top American brands they buy.<br /><br />A top-rated airline for true-blue Democrats is -- you guessed it -- JetBlue. And when choosing an insurance company, Democrats lean toward Progressive, a survey by YouGov's BrandIndex found.<br /><br />Republicans don't even list JetBlue among their top five airlines and they prefer Aflac as an insurance company, the survey showed.<br /><br />When it comes to beer, great minds drink alike. Both parties reach for<a href="http://www.nypost.com/t/Samuel_Adams"> Samuel Adams </a>and Heineken as their two favorite brands and include Michelob in their top five.<br /><br />But Republicans also chug<a href="http://www.nypost.com/t/Budweiser"> Budweiser </a>and Coors, while Democrats prefer to knock back Corona or Guinness.<br /><br />Ted Marzilli, global managing director for BrandIndex, said sometimes the appeal of a brand is as simple as a name that resonates with one group or another -- such as "progressive" having a positive ring for liberals.<br /><br />Other times, he said, it's more complicated.<br /><br />"When you look at a brand like JetBlue scoring well among Democrats, is it because 'blue' is in the title and 'blue' is more associated with Democrats than Republicans? I'm not so sure," he said.<br /><br />"JetBlue is also home-based in New York City and it doesn't have a national footprint, so it may have more exposure among cities or locations that tend to be more Democratic than Republican," Marzilli said.<br /><br />Other divergent tastes included Democrats shopping at Target and drinking Peet's Coffee but Republicans shopping Best Buy and drinking Caribou Coffee.<br /><br />++++<br /><h2><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh10P4dV0TjEZjUj7YcRtCbgWBmyiEalDqj_MtLIf09lF13Hi89fKyc8Ufir0FaqFd_gjnKnoF5MDLqItNWdKDvhPMpK_zwTfqmMNbMZl7xiFwCR5xWAxMytrhpRI5Jm1NtG7l5baZXrIE/s1600/Brandchannel+logo.gif"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 311px; height: 50px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh10P4dV0TjEZjUj7YcRtCbgWBmyiEalDqj_MtLIf09lF13Hi89fKyc8Ufir0FaqFd_gjnKnoF5MDLqItNWdKDvhPMpK_zwTfqmMNbMZl7xiFwCR5xWAxMytrhpRI5Jm1NtG7l5baZXrIE/s320/Brandchannel+logo.gif" alt="" id="BLOGGER_PHOTO_ID_5532355405960911810" border="0" /></a></h2><br /><br /><br /><br /><p class="categories"><a href="http://www.brandchannel.com/home/category/political-brands.aspx">political brands</a></p> <h1><a href="http://www.brandchannel.com/home/post/2010/10/25/Politics-YouGov-Brand-Index-Survey-Google-Fox-News-UPS-History-Channel-Discovery-Channel-Craftsman-Johnson-Johnson-FedEx-Target-JetBlue-Aflac-Progressive-MoveOnorg-Democrats-Republicans-Democratic-Party-Republican-Party.aspx#continue" class="taggedlink">Red Brands, Blue Brands: Dems Love Google, GOPers Favor Fox News</a></h1> <p class="pubDate">Posted by <a href="http://www.brandchannel.com/home/author/Dale-Buss.aspx">Dale Buss</a> on October 25, 2010 03:05 PM</p> <p><a href="http://adage.com/article?article_id=146663" target="_blank"><img style="float: right;" src="http://www.brandchannel.com/home/image.axd?picture=2010%2f10%2fbrandchannel-yougov.jpg" alt="" /></a></p> <p>Does the current polarized political climate in the U.S. even extend to favored brands? A new <a href="http://adage.com/article?article_id=146663" target="_blank">survey</a> of brand preferences by political affiliation suggests the answer is, well, yes and no.</p> <p>Google is the favorite brand of Democrats, an analysis of YouGov’s BrandIndex survey results found, while Fox News topped the brand list of Republicans. Maybe Democrats feel at home with Google’s inherent techie elitism masquerading as populism; and clearly Republicans appreciate a brand that treats their opposition like a foreign occupier.</p> <p>Interesting questions abound. JetBlue is the third-ranked airline brand among Democrats, for example, but doesn’t show up in the Republican top 10. Could be JetBlue’s strong presence in </p><p>liberal coastal cities mean that its cabins are filled with Democrats, flying blithely over heartland Republicans (who can’t see the JetBlue logo from their conservative small towns).</p> <p>And why is Aflac ranked among Republicans’ top five insurers in the YouGov survey, while Democrats favor Progressive? Is it because Progressive’s strong online quoting and marketing platform make it naturally appealing to young-skewing Democrats, while Aflac – known a disability insurer for small businesses and the self-employed– caters to the entrepreneurial streak of Republicans?</p> <p>There’s more. Target is the fourth-ranked retailer among Democrats – but is nowhere near the top five for Republicans, even after the chain incurred the ire of ultra-liberal political action committee MoveOn.org for contributing $150,000 to a group backing an anti-gay-marriage Republican candidate.</p> <p>Also interesting but harder to explain are the marques that get high marks from both Republicans and Democrats. With some parenthetical theories as to their appeal, these universally embraced brands included: Discovery Channel (giving hope that maybe there is such a thing as non-partisan knowledge out there); Johnson & Johnson (everybody hurts); Craftsman (even liberals need tools); and FedEx (everyone’s been burned by the Postal Service). Perhaps most intriguingly, Democrats and Republicans both rank the History Channel in the top 10, suggesting that, if there’s one thing partisans of all stripes seek, it’s to ground their present-day battles on a solid historical foundation. They may both be watching the same </p> <p>shows, but, one suspects, they’re drawing different lessons from that programming.</p> <p>A less jaundiced eye might view these areas of overlap as signs that great brands do strong work in appealing to everyone. Another political aisle-crossing brand was UPS, leading one to speculate: Can Americans both red and blue find common cause in what brown can do for them?</p>++++<br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVaacIZuRMyeHS1D1rv2wjt194_-TzLIccZk6dNIPo3VEvdNVZ7yIuRGkCXIoeyU3eUg6GmhB6bB8-MSNE7-67id6Iy15uBF1R3MDjLDEd4imXpG_Hj2P6PFg2t2Z1iRg7BtldTOXyKwM/s1600/gawker_logo.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 126px; height: 67px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVaacIZuRMyeHS1D1rv2wjt194_-TzLIccZk6dNIPo3VEvdNVZ7yIuRGkCXIoeyU3eUg6GmhB6bB8-MSNE7-67id6Iy15uBF1R3MDjLDEd4imXpG_Hj2P6PFg2t2Z1iRg7BtldTOXyKwM/s320/gawker_logo.jpg" alt="" id="BLOGGER_PHOTO_ID_5532355961332770162" border="0" /></a><br /><h1><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNsIQQHNH_EKNq9BewmpB_kwIFrjhonthkIH85Up4w1DlE7GHWuW2uPIxqGHaLJnkTYi8qylU3f0xJvvbcw-InkIkpZMKGO2qB4huH6-OwRgk5ejEAUiwLKLU9zhiqLWoycWvboR96rHE/s1600/340x_cheerios.jpg"><img style="float: right; margin: 0pt 0pt 10px 10px; cursor: pointer; width: 157px; height: 210px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNsIQQHNH_EKNq9BewmpB_kwIFrjhonthkIH85Up4w1DlE7GHWuW2uPIxqGHaLJnkTYi8qylU3f0xJvvbcw-InkIkpZMKGO2qB4huH6-OwRgk5ejEAUiwLKLU9zhiqLWoycWvboR96rHE/s320/340x_cheerios.jpg" alt="" id="BLOGGER_PHOTO_ID_5532356605875614210" border="0" /></a></h1><br /><br /><br /><h1><a href="http://gawker.com/5672657/study-democrats-and-republicans-love-lots-of-the-same-brands"><b>Study: Democrats and Republicans Love Lots of the Same Brands</b></a></h1> We all know that Democrats love Starbucks and <i>Hustler</i>, while Republicans love Skoal and <i>Soldier of Fortune</i>. Or do they? A new study of the favorite brands of liberals and conservatives show some surprising agreements.<br /><br /><a href="http://adage.com/article?article_id=146663">Nat Ives breaks down</a> the latest YouGov BrandIndex numbers, showing which brands are most beloved by members of the two political parties. Observe:<br /><br /><b>Only Democrats love:</b> Google, Sony, Amazon.<br /><br /><b>Only Republicans love:</b> Fox News, Fox, Lowe's.<br /><br /><b>Both love:</b> Discovery Channel, History Channel, Craftsman, Johnson & Johnson, UPS, Fedex, Cheerios.<br /><br />So America, let's lay back with a bucket of tools and some Tylenol, watch a nice WWII documentary, and ship boxes of cereal across the country<i>together</i>.<br /><br />[<a href="http://adage.com/article?article_id=146663">Ad Age</a>]<br /><br />++++<br /><br /><a href="http://www.cnbc.com/id/15840232?video=1624643459&play=1">CNBC VIDEO</a>Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-33327517530050730802010-10-21T17:15:00.002-04:002010-10-21T17:16:36.239-04:00BrandIndex's Friday column in Brandweek: Dining Chains, Taco Bell and Long John Silver's<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLRXUonzT4weRDqWDIsP6fKhkXfmkL8MjIL7InaVMAY0XnfdNStsVupZNd2stNuy5ivPgz5LtQ4AlC07RFgopNpV9l5FOl1fxAVbgWaRbgsFTzgZryx9f4HYFYVcvnDc8FGEwgtbzni00/s1600/brandweek.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 246px; height: 63px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLRXUonzT4weRDqWDIsP6fKhkXfmkL8MjIL7InaVMAY0XnfdNStsVupZNd2stNuy5ivPgz5LtQ4AlC07RFgopNpV9l5FOl1fxAVbgWaRbgsFTzgZryx9f4HYFYVcvnDc8FGEwgtbzni00/s320/brandweek.jpg" alt="" id="BLOGGER_PHOTO_ID_5530611166019078770" border="0" /></a><br /><br /><br /><br /><br /><br /><h1 class="lg"><a href="http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i493aa786b5893edc2632008ea53576e0">YouGov Names Top 10 Restaurant Chains</a></h1> <p class="date">Oct 21, 2010</p> <img alt="" src="http://www.brandweek.com/bw/photos/stylus/155405-Applebees.jpg" align="left" border="1" vspace="10" width="200" height="133" hspace="10" />Since Labor Day, consumers have seen new campaigns and promotions crop up to replace summer marketing efforts, per <a target="_blank" href="http://www.yougov.com/">YouGov</a>. Below is a look at the 10 major dining brands, which have moved the buzz score needle the most in the past 30 days with adults over 18.<br /><br />The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week's report also measures quality and value.<br /><br />YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.<br /><br />The report spotlights:<br /><br />• Top 10 restaurants<br />• Taco Bell<br />• Long John Silver’s<br /><br /><br /> <b>Top 10 Dining Brands Named</b><br />Applebee’s stands out from competitors, when it comes to a restaurant brand that has improved its buzz score the most. Applebee's benefited from sponsoring “back-to-school” nights with contests and prizes. It also announced its third annual “Thank a Soldier Day”—another effort that resonated well with consumers.<br /><br />Meanwhile, Whataburger held a month-long search to find the chain’s biggest fans, followed by a menu expansion with a chocolate brownie pie. And with football season in full swing, Hooters was out promoting its chicken wings as a lure for large groups.<br /><br /> <img alt="" src="http://www.brandweek.com/bw/photos/stylus/155407-Buzz-Top10.jpg" align="bottom" border="1" width="600" height="290" /><br /><br /><br /> <b>Taco Bell Catches Up to Peers</b><br />Taco Bell’s introduction of street food-inspired Cantina Tacos at participating stores in early August significantly improved its quality scores from early August through the third week of September.<br /><br />The Mexican QSR sector normally averages in the single digits when it comes to quality. Taco Bell had been scoring in negative numbers since April, bottoming out at -14 in the middle of June. However, since Taco Bell’s new menu items debuted in August, its quality score for men 18- 49 rose and reached positive territory through the end of September. The chain’s single-digit scores were inline with the rest of the sector.<br /><br />Then Taco Bell launched the MLB playoffs campaign featuring Yankees general manager Joe Girardi and closer Mariano Rivera. The effort has been unable to keep the chain's score afloat since the post-season began. Taco Bell’s quality scores recently started sagging down to -2.1.<br /><br /> <img alt="" src="http://www.brandweek.com/bw/photos/stylus/155408-Buzz-Mexicanchains.jpg" align="bottom" border="1" width="600" height="323" /><br /><br /><br /> <b>Long John Silver’s Pushes Value to Families</b><br />The $10 price point has become a battleground for dining chains, notably Pizza Hut, which has been offering any pizza for that price. Seafood chain Long John Silver’s has joined the fray with a two-week “$10 Family Pack” promotion on Oct. 10, targeting families of four.<br /><br />Long John Silver’s is even throwing in a free dessert, along with eight pieces of Alaskan whitefish, a family-size order of coleslaw, and 12 pieces of hushpuppies, as part of the $10 deal. The catch? Consumers must provide a competing pizza chain coupon (including fellow Yum! brand Pizza Hut).<br /><br />The Long John Silver’s promo impacted its value score among adults with kids under 18 almost immediately. Leading up to the promotional period, value scores jumped from negative numbers to 7.5.<br /><br /> <img alt="" src="http://www.brandweek.com/bw/photos/stylus/155406-Buzz-LongJohns.jpg" align="bottom" border="1" width="600" height="341" />Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.comtag:blogger.com,1999:blog-8248428898570372552.post-10276857168016065372010-10-15T11:00:00.001-04:002010-10-15T11:02:00.627-04:00BrandIndex's Friday column in Brandweek: Facebook, Gap and TBS<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhw3i5M6abPXD9h44lVIy7GOH3wQgiNRrIXve3R63grra-sPsj-R3zTrvIKJfxx0Dm0UA8WUAarAwKHQj5w1FEfjVViBdauywLIYAd_YaZCzLXxoyhatRgeVz2X9S7gx9jj5h4R9S6z1L4/s1600/brandweek.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 164px; height: 42px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhw3i5M6abPXD9h44lVIy7GOH3wQgiNRrIXve3R63grra-sPsj-R3zTrvIKJfxx0Dm0UA8WUAarAwKHQj5w1FEfjVViBdauywLIYAd_YaZCzLXxoyhatRgeVz2X9S7gx9jj5h4R9S6z1L4/s320/brandweek.jpg" alt="" id="BLOGGER_PHOTO_ID_5528288115531903154" border="0" /></a><br /><br /><br /><h1 class="lg"><a href="http://www.brandweek.com/bw/content_display/news-and-features/direct/e3id03412c644d4e5cd90ead1e99beff67c">'The Social Network' Effect</a></h1> <p class="date">Oct 15, 2010</p> <img src="http://www.brandweek.com/bw/photos/stylus/154856-socialnetwork300x200.jpg" alt="" align="left" vspace="10" width="200" height="133" hspace="10" />Despite the controversial depiction of founder Mark Zuckerberg, The Social Network dramatically boosted Facebook's consumer impression (general positive feeling) with adults 18 to 34, per research firm <a href="http://www.yougov.com/" target="_blank">YouGov</a>. TBS' perception also got a lift, as the network continued to promote Major League Baseball playoffs. Meanwhile, Gap's buzz score suffered a steep drop, soon after the retailer changed its logo, and later reverted to the old one.<br /><br />The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on <i>buzz</i>: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week's report also measures <i>impression</i>.<br /><br />YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.<br /><br />The report spotlights:<br /><br />• Facebook<br />• Gap<br />• TBS<br /><br /><br /> <b>'The Social Network' Lifts Facebook</b><br />Adults 18 to 34—more than any other age bracket—gave Facebook a major impression lift, following the release of The Social Network. Older consumers, however, have reacted differently. For the 50 and over demo, The Social Network had a decisive negative impact. Here’s a look at how the movie affected each demo bracket:<br /><br /> <i>Adults 18-34:</i> More than doubled Facebook's impression score (originally 23.5) between Sept. 22 and Oct. 6. By the movie's opening day on Oct. 1, the score rose to 46.4, and then inched up some more to 51.5 almost a week later.<br /><br /> <i>Adults 35-49:</i> Created minor impression score growth, but showed indecision before and after the movie opened. After rising 10 points from Sept. 22 through the end of the month, this demo's impression score downshifted several points. It then rebounded after the movie opened and settled at a score of 35 on Oct. 6.<br /><br /> <i>Adults 50-plus:</i> Already trending in the low 20s, the Facebook brand declined to 13.7 by Sept. 28 among this group. The impression score increased a few points by Oct. 1, but is now back to 20.<br /><br /> <img src="http://www.brandweek.com/bw/photos/stylus/154871-Buzz-Facebook.jpg" alt="" align="bottom" width="600" height="361" /><br /><br /> <b><br />Gap Loses Buzz</b> <br />Gap’s unveiling of a new logo has sent its buzz score with adults over 18 nosediving.<br /><br />While retailers’ buzz scores often zigzag due to sales and ad campaigns, Gap took a distinct sharp turn downwards from 11. 7 to 5.5 on Oct. 4, the day the company proposed a new logo on its Web site. After sharing the logo on its Facebook page, the retailer received backlash from consumers.<br /><br />Even though Gap had reverted to its old logo on Oct. 11, its buzz score did not bounce back and dropped lower from 4.9 to 3.3.<br /><br /> <img src="http://www.brandweek.com/bw/photos/stylus/154869-Buzz-Gap.jpg" alt="" align="bottom" border="1" width="600" height="330" /><br /><br /><br /> <b>TBS Scores With Men 18-49</b><br />Nearly two weeks of nonstop MLB playoffs—sometimes as often as three games a day—and promotions on Conan O’Brien’s talk show, have boosted TBS' perception score with men 18 to 49.<br /><br />From Sept. 1 through Oct. 6, the network's buzz score for the demo shot up 10 points from 11.9 to 21.8. The score then dropped a few points and regained momentum, ending at 18.6 on Oct. 11.<br /><br /> <img src="http://www.brandweek.com/bw/photos/stylus/154870-Buzz-TBS.jpg" alt="" align="bottom" border="1" width="600" height="324" />Drew Kerrhttp://www.blogger.com/profile/03581943720560670751noreply@blogger.com