Meatloaf Rebranding Underway: Part 1

March 30th, 2015
Hiding/Awaiting Reinvention

Hiding Out Awaiting Reinvention

Touring the World

Touring the World

 

 

 

 

 

 

 

 

Readers, give us your feedback!

  • In your opinion, what is wrong with the way Meatloaf is branded and what would improve its image?
  • Do you make a meatloaf that people love? If so, how do you make it? Send us pictures or recipes.
  • As food for thought, here is an open letter to American Meatloaf before we look for branding inspirations around the world.

Dear American Meatloaf,

I know you’re sick of living your life in the shadow of your glory hog sibling, Hamburger. You and Burger are made of the same stuff, but he gets all the love and you’re treated like slop. You look in the mirror and probably see the food kingdom’s version of a washed-up B list celebrity seeking the limelight after too much time off, too much plastic surgery, and an orange fake tan. Well, don’t fret because this is not you.

You, my friend, are the food kingdom’s Madonna! You’re talented, you’re well rounded, and you’ve got the goods to reinvent yourself every decade and stay at the top of the food charts until your ground beef runs dry. Listen though; you don’t need Yoga, Botox, and a personal trainer to keep you fabulous. You need a personal branding agent. Branding is to blame and branding is why Burger gets the love and you get the shaft. That’s why I’m reaching out to you. I can be your personal branding agent. If you stick with me, I’ll take you places.

Want proof? I’ve been around the block with foods like you before. Remember how in the 1980s and 90s, many thought Spinach and Kale were “gross” and Wheat Grass was unheard of? Now, they’re the main ingredients in those green smoothies all the celebs carry around like fashion accessories while they stroll around in their $300 Yoga pants and smile for the Paparazzi. They’re cool, hip, and sophisticated foods now. Why the rise from zero to hero? Spinach, Kale, and Wheat Grass were my clients; that’s why! I turned them around. Those three were just a bunch of broke jokers when I got a hold of them and not a single cook wanted them. Now they’re premium top shelf items at Whole Foods and Oprah can’t even get an interview with them.

I can do that for you! What I’m proposing is a reinvention. I’m talking about something a little more than changing your garnish and renaming yourself The Meal Formerly Known as Meatloaf. We’ll keep your basics the same, but make you more exciting. Also, I know talent when I see it and I think you have what it takes to go international. We’ll need to create a brand that will work overseas and in the US. When you’re on tour, we’ll need to tweak your image based on what different audiences around the world want.

So, let’s talk rebranding. For your US rebranding, you’ll need to hide out for a while…just enough time for the public to forget the old you while we create the new you. I recommend using the large sunglasses, a wig, a hat, and the usual ensemble that people in “the biz” use to disguise themselves after they’ve been arrested or had personal problems. In terms of your overseas rebranding, you will receive a list of countries. Study up and prepare to tweak your image for fans in each country.

Of course, you could take this project on by yourself and become just another starving food trying to make it in the big bad city, but I don’t recommend it. I have all of the connections needed to bring you to the top. The last several meat foods who refused my services and tried to rebrand themselves without an agent failed miserably. They ended up in places with high concentrations of passionate animal rights activists and vegans…basically, some ended up in hippy communes and others ended up in LA. These are not fun places to be a hunk of meat. These poor do-it-yourselfers were never eaten and left to rot.

It’s a dog eat dog world out there, kid, and the only one who will look out for you is you…and me, of course….once you sign the contract and pay me my initial consulting fee. Invest in your future and give me a call. I’ll send you that list of countries.

Sincerely,

Chiara I. Tedone
President and CEO
Independent Food Rebranding Agency

 


 About the Author

Chiara Tedone

Chiara Tedone

Chiara is Digital Content Creator and Blog Manager for AMA Tampa Bay. She is Co-founder and Director of Winning the Fight, a non-profit organization specializing in neurodegenerative disease research. She also is earning her MBA with a specialty in marketing from the University of South Florida. Prior to switching careers to be near family and becoming a marketing professional, Chiara worked in national defense in Washington, DC. She served the United States Department of Defense with a focus on global terrorism issues. Prior to working in defense, she earned her BA in International Studies from American University’s School of International Services in 2007. Chiara’s hobbies include obstacle racing, running, swimming, kayaking, SCUBA diving, and opera/classical singing. She also loves country music and chocolate!

You can contact Chiara at Chiara@winningthefight.org

Building Your Brand in HealthCare

March 16th, 2015

“Every brand makes promises. When a brand consistently fulfills its promises, it builds brand loyalty.”

Leke Alder, International Author

To successfully build or redefine your healthcare brand, there’s a single component you must identify before you start your brand platform. What is a brand platform? A brand platform establishes a foundation on which to build an enduring brand so patients build long-term loyalty and preference toward your brand. A brand platform provides structure for consistent and cost-effective messaging and differentiates your brand from the competition. Most importantly, the brand platform will set a direction for your internal operations and culture. It’s important not to confuse a brand platform with a one-time “campaign” or short-term spikes in conversations and conversions. Your brand platform is meant to be the long-lasting emotional foundation from which your brand messaging is executed over time.

To determine your brand platform, use your brand’s history combined with research. Think of what makes your brand unique. Do you have the best physicians in town? Do you have expertise in a particular specialty? Once you articulate your unique brand, there are fundamental areas you must address to be successful:

  1. Culture:       Your brand platform is now the culture in which your brand lives every day. Operationally, every employee must buy into your culture, as every employee plays an important role in delivering the brand promise.
  2. Commitment: Following a brand platform requires long-term commitment to following your set strategy. Results don’t happen overnight. If you remain dedicated, your brand will grow stronger. This will lead to long-term sustained increase in patient volume.
  3. Investment: This complex strategy takes an immense investment of time and resources. If this investment remains consistent, it will build up your brand awareness and ultimately move you to the top of your consumers’ minds.

The previous quote bears repeating. “Every brand makes promises. When a brand consistently fulfills its promises, it builds brand loyalty.” Following this idea and sticking to your brand platform will build an everlasting brand affinity.


About the Author

Colleen Chappell

ColleenChappell

 Colleen knows what it’s like to sit in a Chief Marketing Officer’s chair or lead a business sales channel from the ground up. Top-tier national agencies once called her the client, and that experience has proven invaluable on the agency side of the business. Leveraging nearly 25 years of experience, she specializes in brand development, integrated marketing, advertising, public relations, pricing strategies and distribution channel launch and growth. Colleen brings an unstoppable stream of enthusiasm to the agency.

In 2010, she was named Tampa Bay’s Businesswoman of the Year by the Tampa Bay Business Journal and University of South Florida’s School of Mass Communications Outstanding Alumnus. In 2012, Colleen was recognized with the coveted international Bronze Stevie Award for Business Services Female Executive of the Year.

Colleen has a Bachelor of Arts in mass communications from the University of South Florida, is a Dale Carnegie graduate, and is accredited in public relations by the Public Relations Society of America. She serves on the executive boards of the Tampa Bay Partnership, the Tampa Hillsborough Economic Development Corporation, and the American Marketing Association Global Headquarters Professional Chapters Council.

10 Tips for Creating Engaging Videos

March 9th, 2015

When working on a video project, you need to be in storyteller mode. Importantly, you’re not just imparting information; you’re crafting a story that you hope will connect with specific audiences on some significant level. The challenge is that there are many variables that can prevent that connection from happening: bad lighting, a nervous interview subject, poor audio, or content that doesn’t give the viewer a reason to care, to name a few.

In this post, I’m sharing 10 video production and interview tips that have helped me create more engaging videos and be a more effective storyteller.

1. The Interviewer – Select an interviewer who is well acquainted with the subject matter and can speak with the interview subject as a peer. In my opinion, there is nothing more important than the choice of the interviewer. Anyone can read a list of questions, one after another. It takes a special person to engage an interview subject in a thoughtful conversation. That should be the goal.

2. The Interview – Most interviewers have a well thought out list of questions. The really good interviewers seldom refer to them during the interview. It can’t be conversational if you’re simply moving from one question to another. Good interviews are nothing more than good conversations; let the conversation flow and ask follow-up questions. If you’re lucky, you’ll never need to refer to that list of questions.

3. Nervous Interview Subjects – Regardless of how experienced interviewees are, they tend to be nervous in front of a cameras. One technique I like to employ is to use the end of the interview to come back to some of the things we discussed early on. By the end of the interview, the subject is much more comfortable, and that shows on camera. So, if you had them introduce themselves in the very beginning, have them do it again as you’re wrapping up. I guarantee you’ll get a more comfortable and confident response.

4. Ask Unexpected Questions – When I’m interviewing physicians on camera, one of my favorite questions is: “When you’re driving home from work and you’ve had a really good day, what is likely to have happened to make it such a good day?” This type of question puts the physician in storytelling mode.

5. Two Cameras – Having a two camera set up will make editing a whole lot easier. When you’re piecing together an interview, having that footage from the second camera allows you to make seamless edits and salvage cuts that might otherwise be unusable.

6. Avoid Scripts – When the interview subject arrives with scripted answers, the end product is likely to be stiff and will lack authenticity. My advice is to avoid scripts whenever possible. Schedule enough time (45 minutes should be plenty) for a comfortably paced interview with your subject.

7. Repeat Yourself – When an interview subject gives you a good answer or says something of interest, you should feel comfortable asking him or her to say it again. I begin interviews telling subjects that I will stop them at times and ask them to repeat themselves when I hear something I like. I also explain that I do this in order to get the best possible cut. They understand and appreciate my attempt to portray them in the best possible light.

8. Keep Things Light – When we film physicians, we usually have a crew of at least seven people in the room along with a ton of equipment. There’s the interviewer, the art director, the producer, a videographer, an audio person, a grip, and a hair and make-up person. It looks like we’re filming a small movie. In that setting, it would be understandable if the individual felt intimidated. For this reason, we work to create a light-hearted tone on the set. We joke with each other, tell stories about our families, and try to put subjects at ease.

9. Create a Window – A good interview, once edited, will provide a window into the life of your subject. You should give your viewers a small glimpse into the personality and humanity of your subject. As you’re conducting the interview, you should ask yourself why the viewer is going to care about this video? Where is the emotional connection going to form? You should strive to find that little window that will help you make a connection between the viewer and the subject.

10. See the Light – Poor quality videos usually have two things in common: bad lighting and horrible audio. If you plan to produce a number of videos each year, invest in a light kit. Good lighting can make a world of difference. When it comes to quality audio, you need a quiet space while you’re recording. Background noise will ruin an otherwise awesome video. If you don’t have a quiet space at your facility, rent out a conference room at a hotel for the day; you’ll have fewer interruptions and more room to spread out. One note of caution: Beware of loud air conditioning and heating systems that are all too common in many conference rooms and meeting spaces.

With those tips in hand, I encourage you to strive to create impactful videos that will engage audiences and deepen their connection with your organization.


About the Author

Dan Dunlop

Dan_Dunlop

Dan is principal of Jennings Healthcare Marketing, a leading marketing and audience engagement firm. He is an innovator, brand consultant, blogger, author, and thought leader in healthcare marketing. Dan is also highly sought-after as a speaker and is regularly a faculty member at national and regional healthcare conferences.

Presently, he serves on the editorial boards of Healthcare Marketing Advisor and eHealthcare Strategy & Trends. He is also a contributor to a number of healthcare marketing publications and news services including the following: Ragan’s Health Care Communication News, SmartBrief for Health Care Marketers, Healthcare Strategy Alert, and Healthcare Marketing Report. Dan also is a board member of the New England Society for Healthcare Communications (NESHCo) and serves on the judging panels of the Web Health Awards and the National Health Information Awards. Additionally, Dan is a former member of SHSMD’s 2014 Digital Engagement Taskforce.

 

 

 

 

Diving in Headfirst

March 4th, 2015

What in the world is AMA Tampa Bay? A while ago, I had no idea what it was. I vaguely remember reading an article in which the author said that joining a professional organization would benefit me after graduate school. “Leave it to the overachievers,” I’d say. Between pursuing a career, graduate school, household chores, being a mom, and finding time to go to the gym, being a member of ANYTHING seemed horrendous. Then, in moments of epiphany, ask myself if I want to be average. I looked around my office and saw people with awards. I saw chairmen, leaders, etc. I saw classmates regularly update their LinkedIn profiles with new positions and memberships. I knew I would never be a cut above the rest unless I worked hard for it and took advantage of every possible professional development opportunity.

Several questions ran through my head: How do I boost my resume? How do I expand my skillset? How can I learn from professionals who can mentor a rookie like me and help me grow in the marketing field? Where can I find them? All these thoughts, combined with hours of Google search culminated in me landing on the AMA website. Little did I know then that AMA Tampa Bay was the answer to a lot of these questions. I decided to join and found out soon enough. Of course, joining AMA in name alone wasn’t enough, so I decided to join as a volunteer. This is when things started to fall into place for me.

I got on the phone with Glenn Zimmerman and listened to his long list of ideas and his plan to transform AMA Tampa Bay into a more valuable organization for its members. He told me about the communications team, its long-term goals, interim goals, and how the team planned to achieve them. The overall vision was to transform AMA Tampa Bay into a strong and dynamic marketing community. Speaking to Glenn excited me and filled my head with visions of what AMA Tampa Bay could achieve and how my involvement with it would feed my bright professional future. I like to think of my AMA volunteer position as my second job. It does not pay, but it’s my way of investing in my own future. AMA has helped me by connecting me with other marketing professionals and mentors. Additionally, AMA provides me opportunities to pursue my own projects, gain skills/experience in areas unfamiliar to me, and walk away from each project as a more knowledgeable and well-seasoned marketing professional.

I – as someone who joined AMA Tampa Bay at the beginning of its transformation – have been able to learn from and drive the transformation from the very start. This type of experience is rare, invaluable, and has greatly enhanced my professional development. I’m enthusiastic to see AMA Tampa Bay grow and to welcome new volunteers who, like me, wish to enhance their careers!



About the Author

Fany Georgieva

Fany Georgieva

In 2006 Fany landed in Florida straight from Bulgaria and brought with her two Bachelor’s degrees  – Broadcast Journalism and Film Production. With such diverse, yet related academic background, she decided the right thing to do was to get a Master’s degree in “something similar”. So, she graduated from the University of South Florida with her Master’s in Strategic Communications. Currently, Fany is a Production Assistant at AVI-SPL Creative Show Services and is constantly on a quest for learning and gaining professional knowledge to establish herself in the field of Communications.

AMA Tampa Bay Member Spotlight, March 2015: Andrea Nieman

March 2nd, 2015

Each month, the AMA Tampa Bay features a member in our Member Spotlight. We have a diverse membership base with marketers representing many different disciplines and industries. Our Member Spotlight is a great way for you to you meet your fellow AMA Tampa Bay members and find others with similar interests. We had the chance to meet March’s featured member during our February 4th event, ‘The “Big Game” Commercial Viewing Party.’

Spotlight on Andrea Nieman

Andrea_Nieman

What year did you join the AMA?

2014

Describe your marketing background.

“My life in marketing started at Louisiana State University, where I earned a bachelor’s degree in marketing. [At LSU, I] showed my enthusiasm in a variety of marketing and event management roles around the LSU Athletics Department, [with] their sponsorship rights partner, and also [with] a local USL (United Soccer League) team.

I was passionate about how companies used sports to connect their brands . . . audiences [and engage them]. This led to me working for a WNBA team, the Tulsa Shock, on sponsorship strategies. The highlight with that group was working with our small staff . . . to close a sponsor for the team’s jersey.

From there, I went back to college sports to both sell and manage . . . client sponsorship campaigns on behalf of Louisiana Tech Athletics. Working around sports teams allowed me to gain insight to the marketing teams of all the clients I worked with, so I knew my heart was in marketing.

Now, I work in business development for Postano by TigerLogic. . . . I help sports teams and brands utilize a social media software platform to transform the way they listen and interact with fans through social media. It is pretty fun stuff!”

 

What was your favorite AMA event to-date, and why?

“The September luncheon, ‘Marketing Law: Building Your Marketing Empire by Avoiding Pitfalls’. The diverse panel gave some amazing perspective on a variety of topics that affect marketers on a daily basis. As a bonus, I won a free registration to the next event through the business card drawing that day!”

 

What is your favorite example of ‘really good’ marketing or advertising? Why?

“Verizon Wireless Fear of Missing Out On Football (#FMOF) campaign, specifically the ‘Road Trip with In-Laws’ spot from 2013. They created a persona that makes sense, who would interact with fans on social media, and who made live appearances at events leading up to the championship game. This allows a great flow of the messaging from TV spots to other mediums.

[Members of] the target audience could easily tweet with #FMOF whenever they found themselves in their own situations that kept them from watching football. Verizon’s solution to the problem for those tweeting about their #FMOF problems was to direct them to download the Verizon app for easy access to NFL games on-the-go.”

 

What one piece of advice would you give someone new to the field of marketing?

“Stay consistent [with] your brand . . . and invest the time in building out strategies and content that allow you to demonstrate that brand’s value to your audience.”

 

Tell us something FUN and INTERESTING about you!!!

“I am a true adventurer. When I left for college in Baton Rouge, Louisiana the idea that I didn’t know anyone there yet really excited me. St. Petersburg is my fourth city to call home since moving to college, 5th if you include study abroad. Moving is going to slow down, but my drive to explore new things will surely continue.”

 

Is there anything else you want to tell us?

“I love learning how businesses connect with sport organizations. Just as I was finishing my master’s degree at LSU, this passion was put to use as I created a pilot seminar for retired NFL players at the Stephenson Entrepreneurship Institute. This resulted in an amazing week, getting to talk business, and marketing with 12 former NFL athletes . . . [and] host reps from the NFL and NFL Players Association. [There was] much to be inspired by at that point in my career!”

 

 

 

The Buzz About Brand Journalism

March 2nd, 2015

What is brand journalism? Many marketers are curious about how brand journalism can impact their careers, companies, and clients. Soon, Lisa Arledge Powell, renowned brand journalism expert, will share her knowledge with us at our next event on March 27.  Mrs. Powell already answered a few of our basic questions about brand journalism, but there’s more to come! The interview below will give you a taste of what’s in store for the March 27 event. Enjoy!

Q&A:

 1. Do you consider “brand journalism” a new tactic in the PR/marketing world? If not new, do you consider it an under-utilized tactic?

 “Brand journalism is discovering and creating news content on behalf of a brand. Some forward-thinking PR professionals have been approaching PR in this “news-minded” way for years, myself included. However, the PR and marketing industry as a whole has just recently embraced brand journalism because of a major communications shift. Two things have happened: the way that consumers get their news has expanded and they are now more open to outlets other than the major news organizations. At the same time, the journalism business has cut staff and resources, so they are more open to considering story content from outside sources.”

 2. Why do you think brand journalism is so powerful for healthcare organizations?

 “Brand journalism is powerful for healthcare organizations because the best storytelling in this genre features compelling stories of real people. These types of personal “triumph over tragedy” . . . stories are everywhere in healthcare!  There are so many inspiring, motivating, and important stories featuring the real people being helped by healthcare organizations that need to be told. Brand journalism also gives hospitals, medical associations, and other healthcare brands the opportunity to tell their amazing stories of new studies and innovations.”

 3. Should every healthcare organization be using brand journalism? If so, why?

“When deciding whether or not to adopt a brand journalism approach, it’s important for an organization to understand their goals. If their goal is to promote sales messages in a straightforward way, then brand journalism is not the right fit. But, if a healthcare organization is looking to use a more organic approach to marketing by creating, developing, and promoting their stories . . . in a newsworthy way, then brand journalism could be the perfect choice.  . . . From our experience, hospitals that use brand journalism are able get their story in front of a large number of people within their target audience. “

Come join us to network, learn, and stay on the cutting edge of marketing! Click here to learn more about Mrs. Powell and Media Source!

Event Details:
Date: March 27, 2015
Time: 7:30am-10:30am
Location: The Chart House
7616 Courtney Campbell Trail, Tampa, FL 33607
Speaker: Lisa Arledge Powell – President and Co-founder of Media Source

About the Author

Chiara Tedone

Chiara Tedone

Chiara is Digital Content Creator and Blog Manager for AMA Tampa Bay. She is Co-founder and Director of Winning the Fight, a non-profit organization specializing in neurodegenerative disease research. She also is earning her MBA with a specialty in marketing from the University of South Florida. Prior to switching careers to be near family and becoming a marketing professional, Chiara worked in national defense in Washington, DC. She served the United States Department of Defense with a focus on global terrorism issues. Prior to working in defense, she earned her BA in International Studies from American University’s School of International Services in 2007. Chiara’s hobbies include obstacle racing, running, swimming, kayaking, SCUBA diving, and opera/classical singing. She also loves country music and chocolate!

You can contact Chiara at Chiara@winningthefight.org

Special report – The Marketing of Meatloaf in America is in Crisis!

February 26th, 2015

meatloaf

We, at AMA Tampa Bay, came to the startling realization that, despite the striking similarities between meatloaf and hamburgers, “The Loaf” gets no love and hamburgers take it all! This is a sad situation, folks, and the marketing of meatloaf is clearly at fault. As the professional marketers that we are, it is OUR goal to save the day and win some love for the loaf! Meatloaf will no longer live in the shadow of its smug attention-hog brother, the burger.

Our survey determined that 95% of Americans actually favor the burger over the loaf. Our survey was fun and has no actual research merit, but we hypothesize that the results are true. Ask any American whether he/she would prefer a burger or meatloaf. Most will prefer the burger. If you hold up a picture of a burger next to a picture of meatloaf, the burger will get a smile and the loaf will get…all sorts of unpleasant faces. Also, check out the meatloaf.com website. It’s about as exciting as a trip to the DMV. You get the picture, here.

Now, the funny thing is that people in other countries (like Bulgaria) love and celebrate the loaf. Why do Americans make fun of it, make faces at it, and discriminate against it? This discriminatory treatment of meatloaf makes absolutely no sense. Meatloaf is real, cooked, and freshly served beef…just like burgers, so why the hating? Don’t say it’s because burgers have ketchup, lettuce, tomatoes, and a bun because no amount of dull salad garnish and cheap prepackaged bread could be responsible for this large of an image discrepancy. If we plunked all of these boring extras on top of a meatloaf, this change would not save the loaf. The crisis is clear here. We need you, marketers of Tampa Bay, to help us stop it. After all, the loaf is meat too!

Give us Feedback

You might think this is silly. However, this is a clear example of how, sometimes, brand image influences consumers’ attitude toward a product more than the product’s actual characteristics do. It provides a wonderful experiment for us collectively as marketers to see what we can do. And we need your opinion. What do you think is wrong with the branding of meatloaf?

Seeking the Love

This is just the beginning of our larger plan to transform the brand perception of the loaf. We contacted Martin Scorsese and asked him to direct a commercial showing the need for meatloaf acceptance. He showed an under-appreciated meatloaf being smuggled over the border because it’s needed elsewhere.

Then, there is the full-length action movie featuring director Michael Bay and staring the Meatloaf Transformer, a meatloaf-loving protagonist who saves the world. Meatloaf and hamburgers become Meatbots and Hambots and it ends in hamburgers being exterminated from the world. In A World Gone Dry, every hamburger wants to be a meatloaf!

Ok.. so none of that is really happening but it could! The point is, it’s not about the meat itself anymore (after all, a vegan co-authored this pro-meatloaf article). It’s about the brand!

Help us share some meatloaf pride!

Tweet an image, a concept, a story, your grandma’s recipe, a video, write a guest blog, conduct some research… yes all about meatloaf. Please help us with this fun experiment to change public perception of the loaf. Include the hashtags #activism and #savetheloaf.

 


 About the Authors

Fany Georgieva

Fany Georgieva

In 2006 Fany landed in Florida straight from Bulgaria and brought with her two Bachelor’s degrees  – Broadcast Journalism and Film Production. With such diverse, yet related academic background, she decided the right thing to do was to get a Master’s degree in “something similar”. So, she graduated from the University of South Florida with her Master’s in Strategic Communications. Currently, Fany is a Production Assistant at AVI-SPL Creative Show Services and is constantly on a quest for learning and gaining professional knowledge to establish herself in the field of Communications.

 

Chiara Tedone

Vegan Who Supports “The Loaf”

Chiara Tedone

Chiara is Digital Content Creator and Blog Manager for AMA Tampa Bay. She is Co-founder and Director of Winning the Fight, a non-profit organization specializing in neurodegenerative disease research. She also is earning her MBA with a specialty in marketing from the University of South Florida. Prior to switching careers to be near family and becoming a marketing professional, Chiara worked in national defense in Washington, DC. She served the United States Department of Defense with a focus on global terrorism issues. Prior to working in defense, she earned her BA in International Studies from American University’s School of International Services in 2007. Chiara’s hobbies include obstacle racing, running, swimming, kayaking, SCUBA diving, and opera/classical singing. She also loves country music and chocolate!

You can contact Chiara at Chiara@winningthefight.org

3 Ways to Get Millennials Into Your Doctors Office

February 16th, 2015

MIllenial_Marketing_Chart_PicI am only one person and do not aim to speak on behalf of all Millennials (young adults born between 1980 and 1999). However, I’ll have you know that I did just score a 94% on the How Millennial Are You quiz conducted by the Pew Research Center (http://www.pewresearch.org/quiz/how-millennial-are-you/results/). This is a great resource, by the way, if you want to collect raw data about this emerging consumer segment.

So what’s the secret to marketing to my generation? Your guess is as good as ours because we don’t even know what we want. Remember when you were young and trying to “figure it all out”? Well, that is where we are right now. The difference is simple; we have an amplified social life at the tip of our fingers 24/7, thanks to mobile technology, but that doesn’t make our journey any easier.Millenial_Marketing_Dog

The typical Millennial’s stream of consciousness, listed in order from first thought to last, might look something like this:

(1) What is the meaning of life?

(2) Where will this career path lead?

(3) When was the last time I went to the dentist?

(4) Hmm, I wonder if the library is still open…

(5) Maybe I should go to the grocery store instead?

(6) Nah, I think I’ll just stay home and catch up on my Twitter feed.

THIS is why it is so hard to capture our attention. We’re over-stimulated, distracted, and we constantly need to weed out useless information. To capture our attention, despite our shrinking attention spans, you’ll have to engage us.

 

Show me why I should care and I’ll come running.

That dentist appointment and yearly check up that I’ve been putting off for months quickly gets a spot on my schedule when I see videos and articles about potential health risks. When someone educates me on a specific risk that I’m undertaking by ignoring my checkups, I’ll take note. Include a call to action and I’m hooked.

 

Grab me by the face…

Make it impossible for me to not choose your office. Get yourself on the front search page of Google with search terms like “Doctor + Tampa” and make the appointment reservation button the primary focus of your home page.

 

and hold my hand.

A friend recently told me her doctor’s office has an online reservation system that allows her to type in her name and number to be put in line to see the doctor. The system then sends her a quick text message when the doctor is almost ready to see her. She hops in the car and skips the entire time that she would have had to sit in a sterile and uncomfortable waiting room. This simple reservation system ALONE would persuade me to come to your office.

 

Build a solid online presence

Nowadays, an online presence can either legitimize your practice or ruin its reputation. It is crucial that your information is up-to-date, easy to read, and that you receive reviews from recent customers. If I can’t find your company online, then there is a significant possibility that I will think your office is either closed or nonexistent. Don’t be afraid to show off the personality of your doctors, nurses, and staff. It will help me feel connected to your staff and will remind me of the possibility that a visit to your office can actually add a bit of joy to my day. Also, don’t be afraid to get involved in online conversations. It is best practice to respond to good and bad reviews. If you receive a good review, thank the person for their kind words. If you receive a negative review, respond respectfully and use it as an opportunity for growth.


About the Author

Samantha Dipolito

Samantha_Dipolito_Blog_Pic

Samantha is life lover, a creator, and a strategist. She is a young professional with the work ethic of a farmer and is incredibly passionate about her role on the executive board for the University of South Florida’s American Marketing Association. During her college career, Samantha has connected and worked with some of the most prominent marketing professionals in the Tampa Bay Area. She has also partnered with some of USF’s most talented students to create award winning marketing campaigns for brands such as VitaminWater and Billabong. When Samantha is not studying, volunteering, or branding for clients at her Cox Media Group internship, you can find her practicing yoga and enjoying the outdoors.

February Event Recap | A Look Back at the Most Expensive Ads of the Year

February 10th, 2015

FullSizeRender-6

What’s so exciting about the Super Bowl? The football game, the half-time show, and the commercials! You can put those three in the order of importance that best suits your preferences. For us – the hardcore, the dedicated, and the die-hard marketers – interest in the commercials could easily rival our interest in the game. For some of us, it does. Super Bowl commercial space is the Holy Grail, the most expensive, and the most sought after. It’s where the big dogs come to play and we wanted a front row seat!

Ad Analysis at its Finest

Ad Analysis at its Finest

 

The Big Event
On Thursday, February 4th, some of the brightest marketing minds in the Tampa Bay area gathered at Raymond James stadium with one purpose: to view the most famous and the most highly scrutinized adds in the country and to select the best of the best! The group started off by watching 24 of the commercials that aired during the big game. After viewing, each table broke into groups for lively discussions and dissected each of these commercials. Marketers considered different categories of commercials.

There were those involving brands that shifted away from their normal identity (Weight Watchers: All You Can Eat!), brands that we feel missed the mark (Toyota Camry: How Great I Am), and brands that left us with mixed feelings (McDonald’s: Pay with Lovin’).

 

The Results
The results? Well, there was no landslide win. However, after voting, AMA Tampa Bay determined that the top three commercials of this year’s Big Game were:

1.)   Weight Watchers: All You Can Eat!

2.)   BMW i3: Newfangled Idea

3.)   Tied for third place: Avocados from Mexico and No More PSA

 

Our Analysis: What made the winners winners?
 

FullSizeRender-7

There are so many ads to consider!

Weight Watchers
This ad related well to potential consumers by focusing on a constant struggle they face: effort to fight temptation while living in a society that encourages large portion sizes and junk food. This ad also related exceptionally well to Super Bowl audiences in particular by focusing on the consumption of junk food as a social event: something that happens at most Super Bowl gatherings. The commercial addressed real struggles on a deeper level and ended by offering a solution. Rather than focusing on the transformation of a celebrity spokesperson, this ad handed control to the viewer. Weight watchers earned a thumbs up!

 

BMW
In this ad, BMW brilliantly compared itself to the Internet in the early 1990s. In doing so, it forced the audience to consider BMW i3 as an entity that will be as significant in the audience’s future as the Internet is in the present day. This historical reference also coaxed the audience to reconsider the future potential of products they don’t yet understand. Any ad that reframes the audience’s thinking is a success in our book!

 

20150204_185828

Brilliant Marketing Minds at Work

Avocados
The draft concept incorporated into this commercial was brilliant and obviously relevant to the Super Bowl. This ad captivated us with its humor. Also, showing Mexican avocados as the “draft pick” repositioned these avocados as a top grade product. The ad also tied the identity of Avocados to Mexico in such a way that an avocado from Mexico is, in the context of the ad, considered more authentic and better.

 

Domestic Abuse PSA
The PSA engaged us emotionally and mentally. First, the ad was a serious portrayal of a very real issue, which means that the mood here was a complete departure from that of the other Super Bowl commercials. This alone made it stand out. Another factor was the rawness of it. The ad featured a real 911 call from a real victim of domestic violence. She called 911, but pretended to order a pizza while skillfully masking the fear in her voice so her abuser wouldn’t discover she was calling for help. Hearing this woman’s voice is enough to give anyone chills. The knowledge that this call was real increased audience engagement and, therefore, increased the likelihood that the message made an impact.

 

Final Thoughts
The event, sponsored by MNI Targeted Marketing Inc., was certainly one for the books. It engaged us intellectually and emotionally and we were fortunate to partake. We are already looking forward to next year!  Maybe the Bucs will even make it to the Big Game! Please visit us on Facebook to see more pictures of the event <https://www.facebook.com/media/set/?set=a.10152538068796114.1073741836.155686821113&type=1>!


About the Authors

Annaliese Sergent

Annie 2

Annie is the Director of Chapter Luncheons for AMA Tampa Bay. Professionally, Annie is the Director of Market Development and Client Relations at Auditwerx, a boutique CPA firm specializing in SOC reporting. Prior to this role, Annie was a marketing professional at Grant Thornton. Annie has over 8 years of marketing and sales experience and has excelled in areas such as event management, lead generation, direct marketing campaigns, account management, market research, and digital marketing. Annie earned a Bachelor in Business Administration from the University of South Florida and a Master of Science in Marketing from the University of Tampa.

Chiara Tedone

Chiara Tedone

Chiara is Digital Content Creator and Blog Manager for AMA Tampa Bay. She is Co-founder and Director of Winning the Fight, a non-profit organization specializing in neurodegenerative disease research. She also is earning her MBA with a specialty in marketing from the University of South Florida. Prior to switching careers to be near family and becoming a marketing professional, Chiara worked in national defense in Washington, DC. She served the United States Department of Defense with a focus on global terrorism issues. Prior to working in defense, she earned her BA in International Studies from American University’s School of International Services in 2007. Chiara’s hobbies include obstacle racing, running, swimming, kayaking, SCUBA diving, and opera/classical singing. She also loves country music and chocolate!

You can contact Chiara at Chiara@winningthefight.org

The things I learned from BallywhoSocial – Measuring Social Media ROI

February 9th, 2015

Ballywho-Logo

So, yeah, I had a brilliant thought, that I was kind enough to share with all of my Facebook friends. Several hours later, no one seemed to appreciate my brilliance or my altruism. Then my marketing curiosity kicked in and I posted a ridiculous picture of my 5-year-old and me posing with our orange-peel smiles. Kaboom!!! My notifications bar exploded. My awesome thought received no attention. The silly picture of my kid received lots of attention. My random rant on a crappy day will earn me one compassionate “like”, while my filtered Instagram picture of my latest cooking endeavor will result in several new followers. You get the idea. There’s a pattern here.

BW2

Social media is larger than life!

Do I care about social media ROI as a private user? No. Do I get a warm, fuzzy, and satisfactory feeling every time I receive a digital holler? Heck, yes! That’s why I maintain persistence.

Would I have the luxury to experiment on social media if my business were at stake? I don’t think so! Social media is a proven powerful marketing tool that requires constant engagement and should not be neglected. This is where some of the biggest challenges begin. How do we measure social media ROI and allocate budget for it?

BW3

Ballywho Team Photo Op

Elissa Nauful, founder and President of BallywhoSocial, suggests that everyone should measure ROI differently, based on business goals. Relying simply on likes and shares can limit the depth of knowledge about your social audience. Social metrics are constantly evolving. The new revenue models for many platforms mean that many marketers can now target and measure like never before. The key is to understand what you are measuring and the business goal behind that measurement.

BW1-2

Ballywhoers Hard at Work

As a company, don’t ask what platform you should use, as there is no magic formula that matches a certain type of industry to certain platforms. Rather, determine what you want social to do for you and how it combines with your larger marketing strategy. Only then can you determine how to channel the content. For instance, according to BallywhoSocial.com, if you know your target demographics, you would like to know that Twitter and Instagram users are typically 20-somethings and teens living in urban environments. Pinterest users, however, tend to be rural-area females who are slightly older than those on Twitter and Instagram. Pinterest is often touted as one of the most effective sites to drive sales and link traffic. However, it doesn’t always serve companies well in creating brand awareness.

The information you need about social media is out there, but it requires primary and secondary research. Way too many businesses opt to bypass this task. In order to be successful in the fast-changing environment of social media, do your homework and do it regularly.


About the Author:
Fany Georgieva

Fany Georgieva

In 2006 Fany landed in Florida straight from Bulgaria and brought with her two Bachelor’s degrees  – Broadcast Journalism and Film Production. With such diverse, yet related academic background, she decided the right thing to do was to get a Master’s degree in “something similar”. So, she graduated from the University of South Florida with her Master’s in Strategic Communications. Currently, Fany is a Production Assistant at AVI-SPL Creative Show Services and is constantly on a quest for learning and gaining professional knowledge to establish herself in the field of Communications.