Category Archives: Marketing

Cooking, dancing and live tweeting

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Last night, like a million other Australians, I tucked into Masterchef (1.611 million viewers) and washed it down with the finale of So You Think You Can Dance (1.041 million).

These TV shows would have traditionally flown under my radar had it not been for the crazy amount of live tweeting surrounding them.

Live tweeting provides an instant community for you to engage with during your favourite TV show. And it certainly provides a reprieve from the repetitive advertisements for Coles during Masterchef. While advertisers may not be over the moon about this latest distraction, it’s important they pay attention. And it’s not all bad news, while I may not be watching the advertisements, I’m certainly hearing about them … the compliments and the complaints!

I am a huge fan of live tweeting about TV shows and events. Take the Oscars for example. How does one make it through a long awards show without nodding off?? The answer is simple – watch what the Twitterverse has to say about who should win, what they’re wearing, the quality of the speeches and who was ‘robbed’! Now I wonder if we’ll see the same live tweeting from Australians during this year’s TV Week Logie Awards? But without Susan Boyle what will we tweet about?

Back to live tweeting, I love seeing the comments of my fellow tweeting TV watchers. The proclamations of love, the rants, the jokes, the predictions, the sarcasm, and the highs and lows when a favourite contestant gets booted off. All of this compliments the TV viewing experience so well, especially as the single person household becomes more common.

Live tweeting is also becoming a larger part of social networking strategies. It’s the perfect way to build awareness of major events and also raise the profile of major sponsors. If you’re a tweeter, who hasn’t followed the tweets from a major event such as a launch or conference?

But sticking with television, how do television shows, advertisers and networks capitalise on this activity?

Firstly, I’d love to see live tweets incorporated into my TV screen, than I wouldn’t have to constantly look away. Perhaps one day soon we’ll be able to opt-in to see tweets for live sports, reality shows and even panel shows like ABC’s Q & A.

Not only do they extend engagement with the show, the Twitter updates provide instant access to a pool of research. Networks get an instant reaction to what works, what doesn’t, and who viewers love or hate.

It’s like having a hundred thousand people in a test screening. Gone are the one-way mirrors and facilitators, replaced with 140 characters and a smart phone.

What do you think? What else can television networks do to capitalise on this popular trend of live tweeting?

Have a lovely long weekend,

the c word

Asahi: Silver + Black

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Last night I scurried along to the Melbourne launch of Silver+Black; an exhibition and retail initiative hosted at 1000 £ BEND.

Firstly, what a fantastic exhibition; secondly, what an amazing branding opportunity for Asahi. Kudos to the Liquid Ideas team for pulling off a great event with free flowing Asahi beer, delicious canapés (steamed eel – yum) and a jam packed crowd enjoying the space, the art and the atmosphere.

The Asahi event is just the tip of the iceberg; lately wherever you look there are interesting campaigns for alcohol brands using creative and memorable approaches to spread the word. Heineken tricked ardent AC Milan fans into attending a classical music/poetry performance instead of watching a Championship League match. Southern Comfort recently brought New Orleans to Australia by sponsoring a tour of the Polyphonic Spree and New Orleans Bingo! Show. What was particularly impressive about this tour was the way they decked out audience members with complimentary feather head gear, fedora hats, face masks and Mardi Gras beads. Walking into Melbourne’s Forum Theatre and seeing a sea of feathers, masks and fedora hats was jaw dropping, and the atmosphere created by adding a simple touch of fancy dress was electric!

Asahi’s Silver+Black merges art, fashion and design in a retail space with limited edition objects of desire, some of which will be available for purchase. The curated selection of work acknowledges the Japanese ‘wabi-sabi’ spirit of finding beauty in imperfect things.The standout of the exhibition is clearly the Karakuchi Project; a global art project where artists visually interpret the Japanese characters on the beer’s label.

As you may have guessed, I’m a fan of creative campaigns that use less traditional approaches to get their brand’s key messages in the public domain, especially when the arts community benefits from the exposure. What do you think?

Participating artists in Silver+Black include Andrew Curtis, Asuza, Evan Demas, Dave Kinsey, Julia Deville and Kazari. The Karakuchi Porject features Dylan Martorell, Usugrow, McBride Charles Ryan Architects, Michael Leon, Natas Kaupas and Toshikazu Nozaka.

The exhibition runs until 18 April at 1000 £ BEND, 361 Little Lonsdale Street Melbourne. Head down and check it out.

Chin chin (or Kanpai as they toast in Japan),

the c word


Leverage your sponsorship

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Apart from the usual benefits of brand alignment and media exposure that you can gain from sponsorship, sometimes the little details can make an impact too. There are number of different ways you can leverage your sponsorship investment:

  • Brochure and promotional material placement
  • Develop and supply an electronic pack with your logo and brand elements to ensure it is placed on promotional materials, websites and other channels
  • Website acknowledgement and links back to your own site
  • Secure invites to events and networking opportunities; an ideal way to meet potential clients
  • Have information packs ready with background info, FAQs and fact sheets; these can be used across e-newsletters, websites and even annual reports
  • Secure acknowledgement in annual report
  • Offer to participate in joint case study presentations
  • Provide your own staff for talks and presentations at functions, conferences or staff events
  • Secure referrals to other suppliers and clients

Get creative and come up with your own ideas. Or contact Jack or Maryann on 03 9676 9040 or email info@thecword.com.au. We can work together to find ways to get more value from the money you spend on sponsorships.

Check you later 🙂

the c word

Sponsor me, sponsor you

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After spending a few weeks developing sponsorship proposals for clients, we thought we would share some pointers to help if you are in the same boat.

Start by answering the three main questions potential sponsors will have:

  1. What is the project/campaign about?
  2. Why are we being approached?
  3. What’s in it for us?

You should answer the first question by painting a picture of your organisation and the project/campaign you are trying to attract sponsorship for. Your response should include:

  • Summary of the project including the project vision
  • Background and experience of the organisation including a brief history and mission
  • Goal and objectives
  • Structure: Is it a festival, exhibition, website or all three?

Secondly, you need to explain why you have decided to approach this particular sponsor. You can set the context for the partnership by providing details such as:

  • Audience profile and alignment with the sponsor
  • Market research
  • Community feedback

Finally, you need to explain what’s in the sponsorship for the sponsor. This is where you should outline:

  • Sponsor benefits: Detail all the marketing opportunities and benefits for the sponsor (make sure you tailor this specifically for each sponsor)
  • Marketing plan: Explain how you will promote the project; via publicity, advertising and social media.

Other things that can come in handy when you’re seeking sponsorship for your event or project include a sponsorship strategy, sponsor profiles and sponsor benefit brainstorming sessions.

If you need more help with your sponsorship proposals, don’t hesitate to call Jack or Maryann on 03 9676 9040 or email info@thecword.com.au.

Cheerio,
the c word

The magic of experiential marketing

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3623385134_f50bac2db6Last week we got to see firsthand the benefits of experiential marketing when we took a detour through the VOODOO Magic Launch Pad in Federation Square on our way to tweetupmellers in Windsor.

the c word’s Maryann went into the style retreat a walking, talking, tweeting PR pro and came out the other side our very own Georgie Parker in her own version of Zoot Review. While you can’t help but laugh at the Loot Review segments sending up poor Ms Parker (see clip below if you haven’t seen it already) there’s no denying the marketing power of having someone spruiking the benefits of your product.

Georgie Parker aside (she’s top of mind because *shock horror* I may have watched part of the final episode of All Saints) we thought there were plenty of things to learn from the experience about the power of getting a consumer to test a product and how they soon can act as a brand ambassador – payment in kind!

Experiential marketing is about creating a memorable experience and getting the person to walk away thinking (or hopefully saying) “wow”. And it’s something you can do every day – no matter how big or small your organisation is and whether you have a product or a service – just think how do I create an experience that makes my customer/client go “wow!”.

According to the every helpful people (you) at Wikipedia, Experiential Marketing is “the art of creating an experience where the hoped-for result is an emotional connection to a person, brand, product or idea. It is a form or marketing or advertising based on the principle of marketing a product or brand through an experience rather than the placement of advertisements”.

Another example that’s making news at the moment is the L’oreal Powder Room at Flemington, frequented by many Melbournians during the Spring Racing season. It’s been in the news of late because the company has opted to stick with this marketing activity while many other companies are flying the coup.

According to Marie Claire the fashionable fillies are “invited to find their perfect shade from the Infallible Lip Gold collection and have their nails painted in the latest glossy spring shades.”

There’s also something for the men with mini face massages and goody bags for everyone who attends. The goody bags are the perfect conversation starter over that fifth glass of bubbly.

So what can you learn from experiential marketing campaigns like VOODOO and the L’Oreal Paris Powder Room.

  1. Experiential marketing is only as good as the experience you create – no one will rush off and talk about something they could do any day of the week – make it memorable
  2. Have something for everyone to do – don’t forget about the people accompanying your core customers – VOODOO works well because they give the men a cocktail while they wait
  3. Keep it exclusive and pick your targets – think about who will be your best ambassadors and when will be the best time to tap them on the shoulder with a unique experience
  4. Build an ever growing tool box with a range of experiences ready to suit a range of people – this goes for every day too – one idea or experience is never enough (have two or three ready to go!)

According to VOODOO’s website “to help you experience the magic, VOODOO invites you to Launch Pad, a luxury dressing room style retreat complete with styling bars, a mobile hair salon and make-up artists.”

After walking away with her goodies and a fresh face of make up, Maryann became the brand’s best ambassador – reeling off the personal benefits, listing prices, describing the “magical” experience and then sealing the deal by giving her attentive audience the times and dates and telling them they’ll also walk away with a goodie bag.

The crew won’t be packing up their make up kits, hair straightening-wands, stockings and cocktails for a while and are there Thursdays and Fridays from 4.30pm to 8.30pm. Take a gander at the times and dates and get yourself along to get a pair of stockings, cocktail and goody bag – not a bad way to start the weekend!

Have a great week,

the c word