Closed for a Remodel

I’m in the process of going 2.0 … More to come soon.

Have an awesome day!

- kh


Health’s Mobile Tag Issue Draws 5,000 Downloads in Six Days

 

So, you’re saying …

I can read Health Magazine … scan the magazine using Microsoft Tag App … then see bonus videos and slide shows related to the issue. 

Hmm.  Very interesting.  I’ve got to check this out.  Could be amazing … I’ll let you know once I’ve tried it! 

Users scan magazine content access videos, slide shows. Meanwhile, ad pages for the May issue are up 22 percent.

via Health\’s Mobile Tag Issue Draws 5,000 Downloads in Six Days – emedia and Technology @ FolioMag.com.


Revenue Generating Partnerships … DreamWorks and Gaylord Palms

When I first read this title “Gaylord Hotels Partners w/ DreamWorks” … I said – why?” 

Those two brands … partnering?   Really? 

I don’t think “Shrek” when I think of Gaylord … You know?  Do you?

Although, reading the article changed my mine.   The fact that Gaylord would take such a risk on their impression … is bold.  I like that and so would Skrek.

I have to be honest –I live in Orlando, aka … theme park kingdom – And in this market I can see why this partnership could do extremely well. 

But, more importantly what I love about this … is the “partnership” … Aren’t we all trying to get back on our feet … I’m sure there’s someone that is looking to create “new” revenue generating programs in your world … I feel partnerships are a big part of the puzzle … we’re all trying to put together. 

Make a list …

What brands are a natural fit with your brand, where both would benefit from?  Add your criteria, time line with an action plan and go. 

Then come back and tell me!

Below is the article from Media Post:

Gaylord Hotels Partners With DreamWorks
by Tanya Irwin

Gaylord Entertainment and DreamWorks Animation are partnering to expand Gaylord Hotels’ family-friendly leisure offerings to feature the DreamWorks Experience.

As part of the four-year deal, Gaylord plans to offer unique leisure experiences for its guests featuring DreamWorks Animation’s characters at the four Gaylord properties, Gaylord Entertainment CMO Rich Maradik tells Marketing Daily.

The live interactive experiences, starting in November, will include character breakfasts, newly themed Christmastime events, poolside activities in the summer, imaginative food-and-beverage offerings, private birthday parties, festive parades, merchandise and various themed entertainment.

Gaylord Hotels (which is owned by Nashville-based Gaylord Entertainment) plans to feature live appearances by characters from current DreamWorks Animation franchises, including “Shrek,” “Kung Fu Panda,” and “Madagascar,” as well as other future films and characters from the studio. Vacation packages featuring the “DreamWorks Experience at Gaylord Hotels” go on sale in July 2011.

This program is part of Gaylord’s focus on increasing the leisure side of its business and driving revenue through entertainment attractions throughout the year, Maradik says. The offering will help increase traffic during periods when group/convention business is traditionally slower.

Gaylord will use CRM data to market directly to past guests using email, direct mail and social media, Maradik says. Marketing to potential new guests will be “very targeted with direct and some general media buying” including print, billboard, radio, online, and local TV, he adds.

Gaylord Hotels include Gaylord Opryland inNashville,Tenn.; Gaylord Palms inKissimmee,Fla.near Orlando; and Gaylord Texan onLakeGrapevinenearDallas,Texas, and Gaylord National on the Potomac inNational Harbor,Md.

The partnership came about after a meeting in fourth-quarter 2010, Maranik says. DreamWorks already has a similar alliance with the Royal Caribbean Cruise line, and Gaylord was interested in doing it “in an even bigger, better way on land,” Maradik says.

Even though the resort group is very group/convention focused, it’s not possible to do more than 55-60% of annual bookings to groups. “That leaves us with 40-45% of our occupancy to fill,” Maradik says, which is through family and leisure guests.


Forming a New Media Norm

Cruising the calm waters

Snapshot before recession:
Media Companies were fat.
They had come full circle.

Finally … their strategy was paying off … sales was producing … marketing was working … programming and content was strong and revenue goals were met!

However, for the most part … sales, marketing, programming and content didn’t necessarily have to work together.  It was a time where departments had their own goals and life was good!

Damn iceberg ... We never saw you coming!

Snapshot during the recession:
Damn internet.
Damn change.
Damn, Damn, Damn.

 

 

Present Snapshot:
For those who jumped ship, it’s a good thing they did. This ride isn’t for the faint.

This industry has and will continue to grow and change. 

The old business model doesn’t apply now. If you’re still trying to fight the future … Get out. Really … Just leave.

So back to the snapshot:

It’s now about performing & delivering results.

The past is the past … It is what it is … By this time, we know we have to find innovative ways to gain back market share.

Here’s the trend:

Work together … sales, marketing, programming, developers, digital, and traditional … finding the common thread that works for each group … to contribute to the overall goal … It’s an exciting time for media … we’re  forming a new media norm!


Example of an Integrated Marketing Campaign – B96 and Pepsi

I work with media groups on how to maximize their digital efforts.   We all know content is king, but how do you take a client’s needs and integrate content into a win-win-win for programming, sales and the client?

When you study negotiation strategies … one factor is knowing what the other side is up against, otherwise understanding their needs.  And in this case, media reps have several parties to negotiate with … brand/programming and their client.

Case in point … B96FM in Chicago.  I follow them on twitter and their logo hit me in the face.

B96's & Pepsi's Integrated Twitter Logo

Can you imagine what their brand director said when the idea was presented to integrate the Pepsi logo into B96′s logo?  I’ve been in these conversations, and they aren’t fun.

The client in this case being Pepsi, must LOVE this type of integrated marketing.  From my point of view, I think this is a WIN-WIN-WIN!

Here’s why:

  • The logo is tastefully done – it’s cool, easy to read and has established colors that fit
  • It makes B96 appear to HUGE -A RADIO POWERHOUSE
  • Summer IS fun, B96 IS fun and Pepsi adds to the fun by making it big “BIG”
  • Pepsi appears to be cool & hip by connecting to music

Next step … When I visited B96′s website … They’ve also integrated the Summer Bash into their website, not with a small logo, but again – you can’t ignore it!  You know the B96 Pepsi Summer Bash is on it’s way!

B96 Home Page

Can you see the integration?  How could you not?

This is one of the best examples I’ve seen from a traditional broadcast company meeting the needs of their external and internal clients with an integrated marketing campaign.

If you’re looking for an idea or example of integrated marketing campaign … then this is one!

Congratulations to B96, Pepsi and the team who created this … Awesome job!


Major Auto Manufacturer Drops the F Bomb on Twitter

In today’s world of “new media” surrounding us, brands really have to educate and monitor their on-line messages.  In the Old Media World … brands looked at their pr & marketing teams to flawlessly execute the agreed strategy.  But, now that’s not enough.

The agreed branding strategy should still be in place today, including supporting tactics.  The difference however, is monitoring and being able to move fast with solutions that support your strategy.

I think about this scenario, from a mentor that drilled this into my head … Some companies are built like a huge ship … slow, steady, measuring and testing the waters, unable to make fast moves … While other companies are built like speed boats … fast, fearless, and able to go from 0 to 60 in a blink of an eye.

Since I’m a visual person … This analogy makes perfect sense to me.   Can you see it?

So with that being said in today’s “new media world” … Why can’t you have both?

This is what I see …

That same huge ship out in the waters, slow and steady  … would have the best speed boats on each side of it … Each connected with the same strategy … all in the same waters … But, when that brand needs to act fast … it can.

Last week Chrysler had to use a power boat and here’s why and what they did:

An outsourced employee from New Media Strategies who represented The Chrysler Group sent out the following tweet

The Tweet

The Reply

The Official "Sorry for that twit!"


Day 6 – Social Experiment – Buying a car …

It may have to come to this.

Nothing again.  No replies from any local dealer or brand.

I continue my experiment … c’mon on back tomorrow.  Thanks!


A Day Made of Glass Video

Amazing.  Watch this video to see how families live, surrounded with glass made products and the most amazing digital glass touch screens … The kitchen is amazing … I want the kitchen … You just have to see it – for the sake of saying … WOW!  Really?  WOW!


My Social Experiment – Buying a Car Via Twitter – Day 5

Or is it?

Nothing.  I’ve sent out many tweets about my interest in a pre owned vehicle – so far, only one dealer has responded.  WOW.  I’m really surprised.  I’ll keep tweeting while my fingers are crossed that a dealer is listening.

Read about my car buying experience here:

Digital Experiment Day 4

Digital Experiment Day 3

Beginning of Experiment


My Social Experiment – Buying a Car via twitter – Day 4

Weekends are what car dealers live for at the dealership, but not so much on twitter.

I received one response, but it was through facebook.

A message from a sales rep at  Central Florida Chrysler Jeep Dodge.  I asked him if he could help via twitter, he replied that he’s new to twitter – but he did agree.

Here’s what has happened so far:

Then the rest of our conversation here … Please note * no other dealers have responded at this time.



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