czwartek, 24 lutego 2011
Article : Katarzyna Pałgan
Lip smacking good candy is worthy of decadent marketing strategies even on the most ineffectively BORING day. I know, everybody is cutting back on calories and carbs, but seriously... One piece of decadent rich, oh so mouth watering, abandon can only bring you pleasure.
In today's world of weight and figure conscious carb monitoring, one piece of candy can be labeled sinful. But... If you gain pleasure from self-indulgence now and then, who can blame you? And why shouldn't you share the decadence of delicious, sinfully-delightful, candy marketed in a highly tasteful and well presented manner?
Even a moment on the lips can be thrilling and delicious!
Consider for a moment, you awaken in a strange room, lavishly wrapped in white Egyptian cotton, escape to a shower and return to find a morning mint on your pillow? You pull the wrapper from the candy and nibble a bit at the corner. It melts in your mouth, decadence slides down your throat, and you savor the tasty morsel.
How you market your product makes all the difference. If you're looking for satisfaction from your marketing strategies, you'll have to motivate your buyer to click the button. Internet marketing offers no sweet aroma, no delicate scent, and no life enriching pleasure if your reader can't find your product.
That morning with decadently wrapped pleasures surrounding you in tropical breezes, a beach front room, and sinfully delicious pillow mints won't attract your reader unless they find your website, click your link and buy. Unless of course, you've given them a glimpse inside your candy wrapper with decadent, marvelous marketing strategies that attract them to you.
Sweeten up your marketing game with candy "sweet" marketing ideas.
Even a moment on the lips can be thrilling and delicious!
Consider for a moment, you awaken in a strange room, lavishly wrapped in white Egyptian cotton, escape to a shower and return to find a morning mint on your pillow? You pull the wrapper from the candy and nibble a bit at the corner. It melts in your mouth, decadence slides down your throat, and you savor the tasty morsel.
How you market your product makes all the difference. If you're looking for satisfaction from your marketing strategies, you'll have to motivate your buyer to click the button. Internet marketing offers no sweet aroma, no delicate scent, and no life enriching pleasure if your reader can't find your product.
That morning with decadently wrapped pleasures surrounding you in tropical breezes, a beach front room, and sinfully delicious pillow mints won't attract your reader unless they find your website, click your link and buy. Unless of course, you've given them a glimpse inside your candy wrapper with decadent, marvelous marketing strategies that attract them to you.
Sweeten up your marketing game with candy "sweet" marketing ideas.
Commentary :
I read many interesting articles before I found this one. All of them were really smart, wortwhile and explanatory marketing rules, but this one impressed me the most, because it is connected with food marketing, exact with candies.
I truly agree with writer, that if we want to make marvelous marketing strategies we have to attract clients, make them feel satisfied, enjoyable and pleasent.
The most important is to motivate potential clients to attrack them attention for a while to „click the button” and see the website or Tv spot.
In order to our M&M's campaign I think we can explore internet tools, make more webistes, use all of community portals( Facebook,Twitter) to make sure everybody could see it and get to know about M&M's. What is more, I found out that describing taste, make people „mouth watering” is really essential in food marketing. Obviously, there is more ways to aware consumers how great M&M's are. Our target group , young people are looking at candies in the other aspect.
Firstly they are willing to buy something,when they like it look, shape, design. Secondly teenagers can be attached to product, in emotional way, they are willing to buy something what make them laugh, smile, happy or any others positive feeling. Based on this knowledge we built our M&M's campaign.
Article : Patrycja Giglok
Content Marketing Tips from 5 People Who Know
Content Marketing is a hot, hot topic right now as are social media, mobile and local. Along with being a popular focus for marketers, there’s really a deluge of information being published and it’s not always clear what the best advice is.The recent kudos for TopRank’s Online Marketing blog in the areas of Content Marketing (#1 on Junta42 list) and Social Media Marketing (#2 on Social Media Examiner list), made me remember what a great network of smart, accomplished, “walk the talk” content marketers I get to connect with. So, I reached out to a few of the people I respect most in these areas to share a single tip on Content Marketing for the benefit of readers trying to make sense of where it might fit in their mix:
Ann Handley, Chief Content Officer at MarketingProfs and co-author of Content Rules
Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time. Worry less about sounding professional and worry more about creating remarkable content that other humans can relate to.
What does that mean? It means losing the jargon and Franken-speak (“end-to-end,” “win-win,” “synergy,” and other cruddy phrases). It means being conversational (writing a blog post as if you are writing a letter to a friend). It means showing more than telling how your products and services live in the world.
The inherent tension in marketing is that businesses always want to talk about their products, when your customers want to hear what your products can do for them. Use your content as a way to show the human side of the your business. Which is the side, by the way, that will resonate best with your customers.
David Meerman Scott, Marketing Strategist, Speaker and author of Real-Time Marketing & PR
Nobody cares about your products and services except you. This knowledge is essential to great marketing because it gets your organization away from just yakking incessantly about your products and services. What your buyers do care about are themselves and they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so).
Nobody cares about your products and services except you. This knowledge is essential to great marketing because it gets your organization away from just yakking incessantly about your products and services. What your buyers do care about are themselves and they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so).
Brian Solis, Principal of FutureWorks and author of Engage!
There is no market for your messages. Become a resource for your communities in your communities. They’re looking for insight, answers, direction, keys to unlock solutions that they did not know existed before you. The key is empathy. And to find this key takes research and understanding. Develop content based on what inspires interaction today and then build bridges between those conversations, communities and you.
There is no market for your messages. Become a resource for your communities in your communities. They’re looking for insight, answers, direction, keys to unlock solutions that they did not know existed before you. The key is empathy. And to find this key takes research and understanding. Develop content based on what inspires interaction today and then build bridges between those conversations, communities and you.
Content marketing can be scary. Staring at the little blinking cursor can paralyze even experienced content creators. To make it easier, focus first on “atomizing” your existing content. (Thanks to Todd Defren for that term).
Be a digital dandelion. Take one of your existing white papers (or other form of comprehensive content) and deconstruct it. Make it into five blog posts. And a Webinar. And a podcast. And a Slideshare presentation.
Each of those content modalities will have different audiences, so you’re building reach. Plus, each of those content modalities will be found and indexed by your most important customer – some guy named Google.
Repurposing and repackaging your content makes your content marketing task easier, AND more effective.
Joe Pulizzi, Founder of Content Marketing Institute and co-author of Get Content, Get Customers
Stop Writing about Everything. So many brands create content and try to cover everything, instead of focusing on the core niche that they can position themselves as an expert around. No one cares about your special recipe. No one cares about your iPad review, that has nothing to do with marketing automation.
Find your niche, and then go even more niche. For example, let’s say you sell travel gear for pets. If that is the case, don’t create a blog on “pets” or “pet supplies”. Create consistent and valuable content to solve your customers’ problems around traveling with pets. Seems simple, but many companies make this mistake. For more, this one may help: Content Marketing Stinks: Fix It
Each of these great people writes online in numerous channels, offline and has published a book, or many books, on the intersection of content, social and PR. They have experienced hard-won insights and I’m guessing so have you. If you were giving advice to budding marketers or even experienced marketers looking for direction on Content Marketing, what would your tip be? What one piece of advice would you give them?
My comment:
I chose this article because it tell us about the Content Marketing. It is one of the strongest marketing programs which have important impact for taking buying decision by consumers. Its aim is attracting costumers, building sale and image of firm with the aid of community and knowledge.
In addition in this text we can find the good tips from the people who know a lot of this area.
From this article I learn several things:
§ In relation with our costumers we should use the simple language without any jargon
§ The costumer focus on- what the particular product can do for them
§ Nobody cares about our products and services except us. The buyers take care only of themselves and they are looking for somebody who solving their problems (it can by our company)
§ Repurposing and repackaging your content makes your content marketing task easier and more effective.
§ We should create consistent and valuable contents which solve our customer problems
I think the knowledge from this text I can use in my next marketing assignments or in my work in the future. I’ll be know than how to start my task and what kind of things are the most important for the customers.
Article : Piecuch Joanna
How Marketers Target Kids
Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future.
Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000.
Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.
Here are some of the strategies marketers employ to target children and teens:
Pester Power
| "We're relying on the kid to pester the mom to buy the product, rather than going straight to the mom." Barbara A. Martino, Advertising Executive |
Buzz or street marketing
The challenge for marketers is to cut through the intense advertising clutter in young people's lives. Many companies are using "buzz marketing"—a new twist on the tried-and-true "word of mouth" method. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it. Buzz, or "street marketing," as it's also called, can help a company to successfully connect with the savvy and elusive teen market by using trendsetters to give their products "cool" status.
Buzz marketing is particularly well-suited to the Internet, where young "Net promoters" use newsgroups, chat rooms and blogs to spread the word about music, clothes and other products among unsuspecting users.
Commercialization in education
School used to be a place where children were protected from the advertising and consumer messages that permeated their world—but not any more. Budget shortfalls are forcing school boards to allow corporations access to students in exchange for badly needed cash, computers and educational materials.
Corporations realize the power of the school environment for promoting their name and products. A school setting delivers a captive youth audience and implies the endorsement of teachers and the educational system. Marketers are eagerly exploiting this medium in a number of ways, including:
- Sponsored educational materials: for example, a Kraft "healthy eating" kit to teach about Canada's Food Guide (using Kraft products); or forestry company Canfor's primary lesson plans that make its business focus seem like environmental management rather than logging.
- Supplying schools with technology in exchange for high company visibility.
- Exclusive deals with fast food or soft drink companies to offer their products in a school or district.
- Advertising posted in classrooms, school buses, on computers, etc. in exchange for funds.
- Contests and incentive programs: for example, the Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthly reading goal; or Campbell's Labels for Education project, in which Campbell provides educational resources for schools in exchange for soup labels collected by students.
- Sponsoring school events: The Canadian company ShowBiz brings moveable video dance parties into schools to showcase various sponsors' products.
The Internet is an extremely desirable medium for marketers wanting to target children:
- It's part of youth culture. This generation of young people is growing up with the Internet as a daily and routine part of their lives.
- Parents generally do not understand the extent to which kids are being marketed to online.
- Kids are often online alone, without parental supervision.
- Unlike broadcasting media, which have codes regarding advertising to kids, the Internet is unregulated.
- Sophisticated technologies make it easy to collect information from young people for marketing research, and to target individual children with personalized advertising.
- By creating engaging, interactive environments based on products and brand names, companies can build brand loyalties from an early age.
Children are often aware of and want to see entertainment meant for older audiences because it is actively marketed to them. In a report released in 2000, the U.S. Federal Trade Commission (FTC) revealed how the movie, music and video games industries routinely market violent entertainment to young children.
The FTC studied 44 films rated "Restricted," and discovered that 80 per cent were targeted to children under 17. Marketing plans included TV commercials run during hours when young viewers were most likely to be watching. One studio's plan for a violent R-rated film stated, "Our goal was to find the elusive teen target audience, and make sure that everyone between the ages of 12 and 18 was exposed to the film."Music containing "explicit-content" labels were targeted at young people through extensive advertising in the most popular teen venues on television, and radio, in print, and online.
Of the video game companies investigated for the report, 70 per cent regularly marketed Mature rated games (for 17 years and older) to children. Marketing plans included placing advertising in media that would reach a substantial percentage of children under 17.
The FTC report also highlighted the fact that toys based on characters from mature entertainment are often marketed to young children. Mature and Teen rated video games are advertised in youth magazines; and toys based on Restricted movies and M-rated video games are marketed to children as young as four.
SOURCE: http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfm
my oppinion:
This article could be helpful in making a marketing campaign adressed to kids. I think the tips, they gave us are important and we can use them in our campaign. We can chose one of mentioned marketing strategies and build on it our own way to advertise the product. Now we're having more informations, more facts and we can make more actions to promote the M&M's.
I have known that kids have really big influence to their parents and makieng them our target group is a very good choise. Also the other kids could be helpful in building the brand, because if they are popular and liked, they can be some kind of trendsetters and promote our product among their friends. I didn't realise that young people are so big group and they're watching tv, going to schools, surfing to the Net and we have a lot of occasions to make them know about our product and encourage them to buy.
In fact all informations in this article are improtant and useful for us. For example now i know how big tool in marketing is the Internet. Most of kids have accounts in sites like Facebook or our national nasza-klasa. Adverts up there, games and promotions for 'fans' are a good way to interest them.
I didn't knew how many opportunities it gives us and we have so many occasions to reach to our little customers. We can also use the school and make out there some little promotion by sponsoring events for example. We can produce the notebooks, pens and other accesories to promote M&M's. Promotion on the streets is another way to get a new customers. For example – in Poland we have two most recognizable characters from emited tv spot. We can make a fancy dress copied in them and make a photographies with kids and give them for free. We won't be forgot and propably kids is gonna like to have contact with 'alive' character, which they can touch and talk to.
This article is giving us the fundamental knowledge about using marketing strategies in promotion our product. Kids could be very difficult target group, but if we reach to them they became a really strong group of customers. Sometimes we don't realise how many opportunities we have. After reading this text, we starting to know how imprortant are different ways of marketing.
środa, 23 lutego 2011
Why would the people buy M&M's?
would melt conventional chocolates.
Our customers
M&M's candies has a broad target market, everyone can enjoy eating M&M's so it doesn't have a specific target market.
In our campaign we would like to focus on children and teenagers in age 10-20.
According to us it could be the most profitable group .
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