Archive for the ‘marketing’ Category
New Custom Magazine for Senior Marketers to Debut Friday
21 Oct 2009
by Michelle O'Hagan
ORANGE magazine to share insight and opinions about custom publishing, branding and integrated marketing programs.
CHICAGO—Imagination Publishing, a custom publishing agency, on Friday will debut a new custom magazine, ORANGE, to be distributed to senior marketing executives internationally.
The custom magazine, and its companion microsite, will share the magic of why custom content is the most powerful marketing tool for creating audience engagement.
“ORANGE magazine fills a void for CMOs; it goes way beyond the content in most marketing and advertising industry publications, says Jim Meyers, president and CEO of Imagination Publishing. “It covers cutting-edge issues developing around custom content, and positions custom publishing as a critical part of an integrated marketing strategy.”
- ORANGE, a custom published magazine for senior marketers, from Imagination
The inaugural issue of ORANGE includes interviews with leaders at the Berlin School of Creative Leadership; Chris Brogan, co-author of New York Times best-seller “Trust Agents;” Anna Malmhake, VP of global marketing for The Absolut Company; Jeremy Gutsche, founder of Trendhunter; and Martin Lindstrom, author of “Buyology: The Truth & Lies About Why We Buy.”
Online-exclusive content includes interviews with international pollster John Zogby and Ruy Teixeira, senior fellow with The Center for American Progress.
ORANGE’s original content and striking design demonstrate a custom publishing program at its very best. The publication’s masthead describes it as “both inspirational and aspirational, and sometimes confrontational.”
One department, titled “Buy This Idea,” features complete concepts for new custom content packages, along with a suggested ideal sponsor for each.
“Imagination has been a leader in custom publishing for fifteen years,” Meyers says. “With ORANGE, we’ll share our knowledge, insight and opinions with senior marketers around the country through our own ideal custom publishing program.”
To learn more about ORANGE magazine, or to request a subscription, visit www.imaginepub.com/orange
Marketing In A Recession
15 Apr 2009
by Joel Witmer
New Yorker financial columnist James Surowiecki discusses the possibilities made available to bold companies who don’t shy away from marketing their products and services during a recession.
[N]umerous studies have shown that companies that keep spending on acquisition, advertising, and R. & D. during recessions do significantly better than those which make big cuts. In 1927, the economist Roland Vaile found that firms that kept ad spending stable or increased it during the recession of 1921-22 saw their sales hold up significantly better than those which didn’t. A study of advertising during the 1981-82 recession found that sales at firms that increased advertising or held steady grew precipitously in the next three years, compared with only slight increases at firms that had slashed their budgets. And a McKinsey study of the 1990-91 recession found that companies that remained market leaders or became serious challengers during the downturn had increased their acquisition, R. & D., and ad budgets, while companies at the bottom of the pile had reduced them…
When everyone is advertising, for instance, it’s hard to separate yourself from the pack; when ads are scarcer, the returns on investment seem to rise. That may be why during the 1990-91 recession, according to a Bain & Company study, twice as many companies leaped from the bottom of their industries to the top as did so in the years before and after.
Interestingly enough Kellogg, the cereal company, established its market dominance during the Great Depression when it doubled its advertising budget while Post, its leading competator at the time, cut its own ad budget. Since then Kellogg has been the best selling cereal company in the United States.
Custom Media Works for Financial Services
7 Jan 2009
by Michelle O'Hagan
Need practical advice about running a small business? “Business Insight Series” is an extensive video library Imagination created for Wells Fargo Small Business. It’s yet another example of a financial services company using custom media to reach its target audience.
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Wells Fargo Business Insight Series
The Business Insight Series contains more than 60 videos providing advice and expertise to Wells Fargo small business customers. Some of the videos are one-on-one episodes with an interviewer and a small business expert; others are case studies/profiles of Wells Fargo customers who share their success stories. The library also includes short clips from the longer 40-minute webcasts Imagination produces for Wells Fargo.
The “Business Insight Series” video library is a unique offering Wells Fargo provides to customers — a valuable resource for small business owners.
$300,000 for 3 Seconds
17 Dec 2008
by Joel Witmer
From the WSJ:
As the Super Bowl nears, Weatherproof Garment Co. is hoping to use the big game’s hefty advertising price tag — about $3 million for 30 seconds — along with the recession, to draw attention to itself. Weatherproof is proposing to divvy up a single 30-second spot with nine other corporate marketers, with each company paying $300,000 for three seconds of TV time.
If the primary aim of advertising is to raise brand awareness it’s certainly reasonable to think that mission could be accomplished in three seconds just as easily as it could in thirty. How long does it take to make an immediate impression? Done creatively and boldly, three seconds could be ample time for a good ad. The benefit of those extra 27 seconds is not so much more time for that signle impression as it is more time for people to notice your ad — and thus increase the likelihood of more impressions. When your ad is only three seconds long you risk people missing it.
Buyology
10 Dec 2008
by Joel Witmer
Informative segment from yesterday’s “Talk of the Nation” on neuro-marketing with Buyology author Martin Lindstrom.
Online Advertising During The Recession
3 Dec 2008
by Joel Witmer
From The Economist:
This week eMarketer, a market-research firm, predicted that online-advertising spending in America, which makes up about half the global total, will increase by 8.9% in 2009, rather than the 14.5% it had forecast in August. The firm thinks search advertising will grow by 14.9% and rich-media ads by 7.5%, whereas display ads will grow by 6.6%. In short, online advertising will continue to expand in the recession—just not as quickly as previously expected.
The Effectiveness of Spam
12 Nov 2008
by Joel Witmer
Key findings from a new study on the effectiveness of spam:
“After 26 days, and almost 350 million email messages, only 28 sales resulted,” says the research paper.
Yet even with this apparently abysmal response rate of less than 0.00001 per cent, the researchers still estimate that the controllers of a network the size of Storm are still bringing in about $7,000 (£4,430) a day or $3.5m (£2.21m) over a year.
For more on spam, check on this great article from the New Yorker. A quote:
Spam’s growth has been metastatic, both in raw numbers and as a percentage of all mail. In 2001, spam accounted for about five per cent of the traffic on the Internet; by 2004, that figure had risen to more than seventy per cent. This year, in some regions, it has edged above ninety per cent—more than a hundred billion unsolicited messages clogging the arterial passages of the world’s computer networks every day.
