>Promotional Consultant Academy and Learning Lab

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Welcome readers. I am currently in Boston to start the three-day exciting Promotional Consultant Academy and Learning Lab as part of the Felber & Felber commitment to reach out and improve ourselves and the industries we serve.

This is my second Learning Lab where I will meet with industry professionals and be part of an on-going initiative to raise the professionalism of the promotional marketing industry. As an industry instructor I will engage with other marketing professionals from around the US.

I will report during the week on the outcomes. For more info go to www.PPAI.org.

Bruce

>Scholarships for Advertising & Marketing College Students

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Attention Ohio college students: The American Advertising Federation-Cleveland is accepting applications for their annual scholarship program.

To be eligible, a student must:
• Be an Ohio resident qualifying for in-state tuition at an Ohio college or university
• Be pursuing a bachelor’s degree with a communications/marketing-related major (advertising, marketing, graphic design, photography, public relations, market research, illustration, web design, etc.)
• Carry a full course-load and hold a current minimum cumulative GPA of 3.0 or higher (4.0 scale)
• Currently be in his/her senior or junior year (graduating between 2009 and 2010)

Applications are due no later than Friday, October 17, 2008. See application for more details.

If you are a professor at an Ohio college or university, please help spread the word by hanging posters in your classrooms and making announcements and send e-newsletters.

Thanks!

~ Michelle Hirsh, Felber & Felber Marketing

>Microsoft Campaign Update – Jerry Canned?

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As reported by the NY Times, it seems as though the stint with Jerry Seinfeld and Bill Gates is over. Was that meant to happen or did they pull it after the poor reviews? According to this article, this was Microsoft’s plan all along… create buzz for a few weeks then begin the “real ad campaign.” What a campaign it will be!

We all love the Apple commercials with the PC and MAC guys going head-to-head. So after years of watching those two, Microsoft is retaliating. It’s attack time. A similar looking PC guy will be on camera with regular Vista users. Hmmm, remember how much trouble the Alltel spoof caused?

I believe the spots should start airing by next week. More to come!

~ Michelle Hirsh, Felber & Felber Marketing

>Word of Day: Share of Voice

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Word of the Day: Share of Voice (SOV)

What does it mean? This is the percentage of a particular brand or company’s total advertising volume in that product category. The higher the percentage, the larger voice you have in the product’s marketplace.

Why is this important? In a Recession, its important to keep your SOV as high as possible. Continuing to advertise when your competitors are cutting their budgets gives you the opportunity to keep and develop new customers. This keeps you top of mind when the recession is over… giving you the advantage in the marketplace.

>Seinfeld & Gates

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We are all fans of Jerry Seinfeld, especially Bruce and Rob Felber! So what are your thoughts on his new ad with Bill Gates? If you haven’t seen it, you can watch the commercial here including the little shimmy Bill Gates does at the end!

So what does this ad mean? Well for one it’s creating buzz but will the buzz lead to a bigger goal of… more sales, launch a new product, or lead to nothing? Read about what others are saying about this commercial.

The first time I saw this commercial I thought, well that’s strange. Then after watching it a few more times I actual chuckled. The second ad released within this new campaign can be found on YouTube. The message is all about Bill Gates (and Jerry) learning what Microsoft customers want – but isn’t that a little too late? If I was Apple, I’d be not only laughing but also giving my research department a bonus for doing their homework years ago.

Tell us what you think by leaving your comments. And yes, you can leave your favorite Seinfeld quotes here too!

~ Michelle Hirsh, Felber & Felber Marketing

>CMO from The Plain Dealer Speaking on Wedneday

>AAF-Cleveland’s September Luncheon will feature Matt Kraner, CMO, The Plain Dealer
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Join us for the this informative event on Wednesday, September 17 at Windows on the River. Matt’s topic: “Black and White and Ready For The Future.” The newspaper industry is experiencing its most challenging time in history. Matt Kraner will share his insight about the realities of the industry and how The Plain Dealer is facing the challenges head on.

Tickets are $25 for members and $40 for non-members. Program starts at 11:30am.

More information here.

~ Michelle Hirsh, Felber & Felber Marketing

>Super Bowl, Commercial Bowl

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Super Bowl talk already? This article isn’t staking a claim in which final two teams will go but rather who will advertise on what I call “Commercial Bowl Day.” Only 10 spots are left for the 2009 event even though there was a 10% price increase from last year. Can you believe it!?!

Watch the 10 best Super Bowl ads of all time (video on left will begin playing top 10).

What’s your favorite commercial of all time? Let us know by leaving a comment.

~ Michelle Hirsh, Felber & Felber Marketing

>You make the call

>Help!

Our office is having trouble deciding which candy to keep here. So, we need your help! Please view our main blog page and vote for your favorite.

Thanks!

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In marketing, we often look at ourselves as the brand police – watching and controlling our clients’ brand so that its advertised or portrayed correctly. Well, this story takes it to a whole new level. The KFC secret recipe was being moved recently in order for other security measures and renovations to take place. So, they hired the big guns. Off-duty police officers and private security guards were hired to move the famous recipe that Colonel Harland Sanders developed in 1940. Not only is this recipe under heavy guard but it is only known to two people in the entire company. Talk about security.

Reinforcing your brand: not only did KFC highlight that their product is special, it’s so special it needs to be secured in a briefcase and handcuffed to a security expert. You may expect to see this in Prison Break, but is it necessary for a recipe? And what a public relations story! The press is all over this.

What are your thoughts? Does this make you want to eat KFC again and see what all the fuss is over the secret recipe? Leave your comments here! I don’t remember the last time I ate KFC and I’m not sure I’ll eat it anytime soon… sorry KFC, the fuss over the secret recipe won’t make me eat your chicken!

~ Michelle Hirsh, Felber & Felber Marketing


>Humanize Your Brand – Chico’s Found a Match

>When we develop brands from scratch, we often develop a personality to the brand – what does it look like, where does it shop, what books does this brand read, etc. It’s common to address every aspect of what a brand would be if it was human. Does your brand have kids in high school or is it a 20-something young professional livin up the social side of things?

Chico’s, the national women’s clothing chain, hit the jackpot last week. They found someone who represents their brand perfectly. She is a baby boomer who wants to wear color and look chic. She’s 57 years old and is a Maryland middle school principal. She’s been the most visible parent in the Olympic coverage. Any guesses yet? Debbie Phelps, Michael’s mother, has been shown wearing Chico’s clothes for every race and every television appearance. They even have a “Debbie Phelps Collection” section on their website.

Does your brand have a personality or is it dead? What does your brand look like if it was a celebrity? Leave us your comments.

~Michelle Hirsh, Felber & Felber Marketing