NMC SUMMER 2007
Selling through Storytelling:
New Media Promotion or
Propaganda, Assessing
Challenges and Opportunities
Phylis Johnson, Ph.D.
Southern Illinois University
Carbondale 62901-6609
phylisj@yahoo.com
Sonicity Fitzroy
First, a word from our sponsors….
Past Meets the Futurama
http://www.youtube.com/watch?v=4tGSURjVnro&mode=related&search=
Everyone Loves a Great Story!
I want to tell you A story.
IMAGE IS E _ _ _ _ _ _ _ _ _
This presentation reviews the latest
marketing, PR, and promotional
research on reaching audiences (with
an eye and ear toward younger consumers).
Discussion Points
• Role of Advertising in our Life (Futurama:
On Advertising; Truth in Advertising; MEF)
• Surf’s Up: Lifestyle Marketing (Hollister)
• Pop Culture Imaging: Consumer
Placement (Smirnoff)
• Product Placement (CW TV Network –
CBS/Warner/Fox)
• 360 Marketing
THE SOCIAL QUESTION
How far should a business “go” when
creating a new image? What works?
What doesn’t?
Unity in Message
“Nearly 60% of the national
advertising budget involves
integrated marketing and
advertising. No longer are
companies relying on traditional
forms of advertising and the
plethora of choices (many
untested) are overwhelming to
the established and upstarts.”
(Lebkowsky, 2006)
WEVE GOT MAIL
Nick Farrell, "You Have Mail: 31 Billion A
Day." Retrieved Sept 30, 2002,
from http://www.vnunet.com
Projected by 2006 – 60 billion emails daily
Buying is Acceptance
We’re FOR SALE
In the late 1990s, Dr. Jean Kilbourne stated
that we see 3,000 Ads Daily; that’s 3 years of
commercials in one life.
Subliminal in the Ads becomes viewed as
intriguing, not invasive. Advertising is part of
our very culture, sometimes obvious,
sometimes hidden, but we are rarely left alone
outside the consumer culture.
The Youth Factor
in Consumer Culture
• Baby Boomers: content-driven,
voyeuristically young, their children must
fit in, contemplative decision-making
(unless it involves their children), socially
conscious
• Today's Generation: make it simple
impulsive, emotional, truth is relevant,
irreverent attitude, socially aware,
unforgiving
What’s Hot!
Two of the most important strategies:
- Engaging consumers in an interactive (and
often altered) environment
- Inviting consumers to create their own
“user” stories
OMINI LIFESTYLE
A 24 HOUR Consumer Lifestyle:
Web sites - blogs –
virtual communities - mock docs –
record labels – video games –
ambient marketing - in text
messaging
.
http://www.americasarmy.com
Why a Killer Video Game Is the Army's Best Recruitment Tool
by David Verklin & Bernice Kanner, Chief Marketer
http://chiefmarketer.com/video-game-recruitment-04292007/
MySpace Video, You Tube, Google, Yahoo
Viral Video Marketing
• Viral Ads: It's an epidemic.
Hit videos reach
millions…Can this ever be
a real business? (CNN
Money)
• You create our Super
Bowl commercial. (CNN
Money)
Viral Video Marketing
Xango
http://www.funnyplace.org/video.php?id=4008
Viral Video - Marketing
• Specialized (Bikes) Police Chase
http://www.youtube.com/watch?v=zqAZVRJ4Wi4
• Audi Park Themselves
http://www.funnyplace.org/video.php?id=4006
• Federal Express Superbowl
http://www.funnyplace.org/video.php?id=4029
The TRUTH ?
TRUTH VS. INTEGRITY
Mock corporate histories target a new
generation of consumers that seem
comfortable moving between truth and
fiction.
SURF’S UP
HOLLISTER CO
Lifestylin’
Marketing
CASE: HOLLISTER
Abercrombie & Fitch store
First store (2000) in Columbus, Ohio
Targeted to high school students
CORPORATE “Mock” HISTORY
John M. Hollister was a sailor “with a love of the South
Pacific and the sea. He traveled the world and
ultimately settled in Santa Barbara, CA and in 1922
established the company in Laguna Beach as a vendor
of South Pacific goods. His first son, John Jr., took over
in 1953 and incorporated surf apparel and equipment.
His younger brother, Todd, took over in 1977 after John
Jr. died in a surfing accident, and turned it into today's
Hollister Co.” (Wiki) http://www.hollisterco.com/hol/homepage.html
What Teens Want!
2004
http://www.girlsintelligenceagency.com/
Juliet B. Schor’s Born to Buy
Pop Culture: The Tea Party
Consumer Placement: Smirnoff’s
Invitation to a Trend
The Smirnoff Campaign
• Knowing Your Audience SOOO Well that
you can have fun with them.
• Using technology in an appropriate
manner (targeted online campaigns)
• Residual Impact
Commercial Soaps
Product Placement
Content Wraps & Serial Commercials
The CW Television Network
http://www.cwtv.com/
Ads that are too fast
for a fast-forward
button
May 18, 2007, By
Stuart Elliott
The New York Times
CONTENT WRAP
“A commercial being used by The CW
that resembles a regular program…a
serialized story told over the course of
several commercial spots.” (Wiki)
Bauder, David, (2007, May 28), “Networks try new ways
to end ad skipping,” Associated Press.
A return to the days of old!
Source: Wiki
“Some of the most creative
thinking in television these
days has nothing to do with
comedy or drama. It's
about the commercials.
Fueled by a growing sense
of desperation, networks
are inserting games,
quizzes and mini-dramas
into commercial breaks.”
http://tv.yahoo.com/news/article/urn:news
ml:tv.ap.org:20070528:tv_sneaky_ads__
ER:78355
Content Wraps: 2006-2007
• Listerine - 7th Heaven on Sunday, Jan. 21,
targeting women 18-34.
• Herbal Essence - America’s Next Top Model on
Wednesday, Sept. 20, targeting women 18-34.
• Activision’s Guitar Hero II - Smallville on
Thursday, Nov. 16, targeting teens 12-17.
• Cover Girl - The CW’s three Monday night
sitcoms—Girlfriends, The Game, and All of Us
—on Dec. 11, targeting women 18-49.
(Consoli, Jan. 29, 2007)
• “Adding to the urgency,” Nielsen Media
Research began last week “offering ratings
for commercial breaks, instead of just the
shows around them.” (Bauder, 2007)
• “An estimated 17% of American homes now
have digital video recorders. Nielsen
estimates that in prime-time, nearly half of
18-to-49-year-old viewers with DVRs are
watching recorded programs instead of live
ones. Of these, six in 10 skip through the
ads.” (Bauder, 2007)
CONTENT WRAP
“A company will sponsor each content wrap,
by either having their products embedded in
the story itself (i.e., product placement) or
running regular 15-second spots before/after
each segment. The genre and content of the
wrap is often similar to the program in which
it is broadcast…
CONTENT WRAP
….for example, a spot called "Date Night" (featuring
a couple in three stages of a date) would run during
CW’s Gilmore Girls & Veronica Mars.” (Wiki)
Add’l Sources: http://tviv.org/Content_wrap; also tv.com, cwtv.com
The 360 Campaign
• From personal communication devices to
mock movies to company-sponsored
independent record labels, there’s more
ways to reach young consumers than ever
before. (Advertising Age’s Media Guide)
Millsberry: Advergame
Lucky Charms Webisodes
http://www.luckycharms.millsberry.com/
• Calvin Klein
Launches Scents
in Second Life
March 21, 2007 by Mark Wallace
“…the virtual perfume bottles enable SL users to spray each
other with bubbles that ‘initiate dialogue’”…
…“ck IN2U speaks the language of a generation connected
by technology —aptly named technosexuals”
… “the first generation to be defined more by their means of
communication rather than fashion or music.”
…The technological “revolution” is… “the strongest force
affecting the culture of the developed world at the moment.”
(edited excerpt, Wallace, 2007)
Relevant Campaigns Do This 1) Brands that influence culture sell more;
culture is the new catalyst for growth.
“Google [is] changing the way we behave
online….Nike [is] a part of all culture.”
2) A brand with no point of view has no point;
full-flavor branding is in, vanilla is out.
“Love or hate Fox News, you know where it
stands on issues. And Ben & Jerry's is more
than just ice cream; it's a company that stands
for a cause. "Younger consumers have grown up
in a consumer world. They're flexing their
muscles, and they want their brands to stand for
something.”
Relevant Campaigns Do This 3) Today's consumer is leading from the front; “this is
the smartest generation to have ever walked the planet.
More discriminating and experimental, strong opinions
on brands, and a lot of brands are getting consumers
involved….Take Converse and the Converse Gallery,
where consumers can make a 24-second film that will
run on their site. It's consumer-generated creativity.”
4) Customize wherever and whenever you can;
customization is tomorrow's killer whale.
“The second advent of the Internet has consumers
wanting something all their own…The best example is
Apple's iTunes Website. Instead of buying a CD,
consumers are buying the tracks they want and putting
them on their iPods. Starbucks creates whatever
beverage a consumer wants, and Nike, allows you to
design a shoe online.”
And This 5) Forget the transaction, just give me an experience;
the mandate is simple: Wow them every day, every
way. “Apple and Coach found that the best way to give
consumers a brand experience wasn't just to sell product
in store but to control the entire experience. ‘This is why
they build stores in major cities. Looking for the other
brands to soon be involved in the experience.’"
6) Deliver clarity at point of purchase; be obsessive
about presentation.
“There's an ‘option overload’ in the supermarket aisles,
and anything that simplifies that for consumers is
welcome. ‘If I'm a consumer and I stand in front of a
shelf, I see a wall of product. Brands are beginning to
recognize that you have to be clear about what they are
selling at the point of purchase.’"
And This 7) You are only as good as your weakest link; do you
know where you're vulnerable? “Today's younger
consumers show zero tolerance when a brand makes a
mistake. If a Website isn't good enough, they will ignore
your brand, and if you get negative PR about something,
it will stick. Brands like Wal-Mart and Nike are still
connected to negative PR.”
8) Social responsibility is no longer an option; what's
your cause, what's your contribution? “Consumers
now expect corporations to get involved in cause
marketing. Timberland (‘Take a stand against genocide’),
Target (‘Every day Target gives back to the community’),
eBay (its Giving Works program, for starters), and GE
(which this year launched its Citizenship Report, an
annual report of sorts regarding the company’s
environmental and safety initiatives).”
Finally 9) Pulse, pace, and passion really make a difference;
Have you had your heartbeat checked recently?
"We're in a crazy world. We keep piling more devices
upon us. The more you have, the more you need. If your
business does not have a high metabolic rate, you're not
going to survive….Companies like Google move fast,
and that means the older, slower companies are
doomed.“
10) Innovation is the new boardroom favorite.
"Brands are inspired by Apple more than anyone else
They transformed the music business, and people are
taking what they did seriously. Procter & Gamble and GE
are driving this and have made innovation the core of
their corporate strategy."
Source: Parry, Tim (2007). Simon Williams: The Ten New Rules of Marketing. Chief Marketer.
Retrieved May 23, 2007, from http://chiefmarketer.com/cm_report/10_New_Rules_of_Branding_11152005/
Socially Responsible Generation?
http://www.funnyplace.org/video.php?id=4025
The Dove Campaign
http://www.youtube.com/watch?v=MFPGa0pKyTg
Truth as
Integrity
Knowing Your Market
Now and in the Future
•
•
-
Baby Boomers vs. Youth Market
Image, Consumption, Socially Conscious
Vance Packard’s Hidden Persuader
Neil Postman’s Amusing Ourselves to
Death
- Sonic Branding & Posteffects.com
NEW SOUNDS OF
ADVERTISING
“See a print ad you
like, then dial the
number you see on
your mobile phone to
listen to a
corresponding
soundtrack.”
“Americhip produces chips to let advertisers
integrate sound into just about any kind of
printed matter: books, POP, magazine inserts,
and even packaging. Pictured above is what
they claim [to be] the first ever magazine
insert with sound for Twix that quips: ‘Twix.
Two for me. None for you.’”
Sources: AdvertisingLab.Blogspot.com; The
Future of Advertising: MIT Advertising Lab
“Sound Beam is ideally suited to delivering messages and
commercial information as people wait in line, watch a video
presentation, or approach your store-front window.”
Source: http://www.reallycooltoys.com/news/news10.html
“The sound only
becomes
apparent to the
listener when the
traveling sound
waves have made
impact with a
surface, be it
material, organic,
or human.”
Sony Patents Telepathy
"Sony Corp. has been granted a patent for beaming sensory information
directly into the brain.“ -- Reuters
The Consumer Culture
• Present-Oriented Culture
• Advertising Cannot be Avoided
• Fear, Desire, and Self-Actualization
become blurred (The Pyramid Falls)
Future of Advertising: Futurama
http://www.youtube.com/watch?v=tmbBSiusMKs&mode=related&search=
Advertising & the End of the World (MEF)
We have created a “cynical audience” –
that when it decided to avoid advertising, it
became necessary for marketers to
incorporate it into our very lives – and
make it unavoidable, where the line
between truth and fiction becomes
irrelevant and irreverently enticing.
Consequently, we are moving from
“cognitive” to “emotional” consumer
choices.
STARBUCKS: Your 360 Campaign
The Omni Marketing Lifestyle!
• Web/Blog site
• Mobile Communication
• Television/Radio/Movies
• Online
• Point-of-Purchase/Ambient/Placement
• E-mail
Sources
•
•
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•
•
•
•
•
•
•
•
Bauder, D., (2007, May 28), “Networks Try New Ways to End Ad Skipping,”
Associated Press.
Consoli, J. (2007, January 29). “CW's Content Wraps May Keep DVR Viewer.”
Mediaweek. Retrieved May 29, 2007, from
http://www.mediaweek.com/mw/news/networktv/article_display.jsp?vnu_content_id=1
003538394
Farrell, M. (2002, September, 30). "You Have Mail: 31 Billion A Day." Retrieved May
25, 2007, from http://www.vnunet.com
Jackson, D. (2004). Sonic Branding. NY: Palgrave Macmillion.
Lebkowsky, J. (2006, February 25). “New Media, Blogs, & Public Relations.”
Retrieved May 25, 2007, from http://www.polycot.com/blog/archives/2006/02/25/newmedia-blogs-and-public-relations/
Parry, T. (2007). “Simon Williams: The Ten New Rules of Marketing.” Chief Marketer.
Retrieved May 23, 2007, from
http://chiefmarketer.com/cm_report/10_New_Rules_of_Branding_11152005/
Postman, N. (1985). Amusing Ourselves to Death. NY: Penguin Books.
Stafford, M. R., & Faber, R. J. eds. (2004). Advertising, Promotion & New Media.
NY: M.E. Sharpe.
“360 Advertising Media Guide.” Advertising Age. Retrieved May 26, 2007, from
http://www.adage-360media.com/adage360/20061106/
Additional sources/links inside text of PPT