>Word of the Day

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>Today’s word of the day: mindshare

Definition of mindshare: Having a company hold the public’s attention and remain top of mind.

For example, a few years ago KFC had a commercial out that included a high pitched shreaking noise throughout the majority of the commercial. A friend of mine complained about how annoying it was and how that marketing company needs to be fired. However, my friend fell in the trap. He remembered the commercial AND KFC – just what they wanted. KFC, in this case, had mastered mindshare.

>Streetsboro Chamber Community Showcase Sept. 27th

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It is that time of year again when the Streetsboro Area Chamber of Commerce will present their annual Community Showcase. This event is “free to the public” and will feature Business Booths, Craft booths, Taste of Streetsboro and Entertainment.

This year it will be held at the Middle School and runs from 10:00 am to 2:00 pm. Come network and see what Streetsboro has to offer. I will be at the chamber booth so stop and say hello.

For more information call the chamber office at 330-626-4769.

Bruce

>Advertising on the West Coast (part one)

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>After a week spent in Las Vegas and San Francisco, one thing is certain – there is no where like the west coast. It’s true what they say out there: California is a lifestyle in itself.

As you can imagine, the marketing structure in Las Vegas is centered on being very loud and exceptionally large in size.

As this was my first trip to Vegas, everyone asked me what I thought of it – and I only had one response: “Everything was really big.” But, that is true. Advertising, buses, buildings, food, colors, performers, cars – everything was blown up to larger than life.

Perhaps the most, ahem, blatant form of in your face advertising came on the side of the Paris hotel. Their theme, “Everything is Sexier in Paris” flaunts two young lovers caught up in the moment on their wedding day.

An example of their advertising:

Ahh, gotta love Vegas. Has anyone else seen other similar shocking advertising?

>Tweet, tweet, twittering, twit twit… TWITTER!

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After months of hearing about Twitter, I finally did it. I signed up for Twitter. You can following me here: http://twitter.com/hirsh

So, how does this social media fit in with marketing? It helps you create and keep your personal or professional brand top-of-mind. Companies can get a glimpse into their target audience. One can never do enough research!

Thanks to the Social Media Club of Cleveland, I actually have people following me! I attended the first meeting this morning. Thanks everyone who made me feel welcome.

There is so much out there to learn… I promise to keep our blog followers updated on how social media can be used, etc. More to come!

~ Michelle Hirsh, Felber & Felber Marketing

>Promotional Consultant Academy – Update

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The first two days here in Boston has been very full. We have made 6 presentations to the class (or companies as we call them) and I find them to be extremely engaging. The topics range from understanding and setting strong outcomes to the creative process. They are all working on the case study and defining their presentations that will be heard in the morning. Even as I speak our judge is flying in from Colorado.

I have said this before, “you learn so much when you teach others.” This process will be handed off to our second team in Ft. Worth Texas next week.

Special thanks to my team: Joe, Mike, and Kip.

Bruce

>Word of the Day

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>Today’s word of the day: Values And LifeStyles (VALS)

Definition of VALS: this is a psychographic segmentation approach offering various characteristics and behaviors concerning people and their surroundings.

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I’m baaaack! Boy, do I have some stories about the VALS out on the west coast! Blogs this week will be focused on how the coasts differ.

Stay tuned!

>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.