Donna's Promo Talk - Promotional Marketing that Creates Excitement and Gets Results

Recession Marketing to Moms - Tips & Insights

Today was again my guest blogging gig at Lipsticking.com. Here's the post:

Lately we've all been seeing many marketing messages aimed at us women that are embracing the fact that we are in a recession. Some are good, some not so great. If you now Google the term "recession marketing" you've find quite a few recent articles on the topic as well as some paid "sponsored" ads from those jumping on the bandwagon as well. 

I wrote about this marketing trend last month in this post here which was about giving value for consumers as well as values! The recession today is affecting most people, but specifically women with children, no matter what age their kids are. Young children are just not in tune with the economic concerns of today even though moms are trying to teach them. And teenagers, well there teenagers, and even though they are aware of what's going on, the world still revolves around them and they "need" many things. 

So one thing moms today are doing is seeking more products that are durable. We need to make things last and brands and companies that are offering this are experiencing growth. This image is an example of "brands that last" which I've included courtesy of John Gerzema, author of  "The Brand Bubble".

Chili's Integrates TV, Online, SEM & Social in the P.J. Blands Campaign

Here's a new promotional marketing campaign that I think is pretty clever and a great example of how to integrate paid search advertising along with social media into a promotion.

With the focus on today's economy Chili's wanted to promote its new "10 under $7" menu. So they launched a TV and online campaign that centers on a fictional restaurant chain named P.J. Blands. They serve customers bland food, it's not bad or good, just average. And made entirely from cardboard. Here's the first ad:

As you see the ad ends up with Chili's logo on screen. They even went so far as to create a P.J. Blands web site where you can meet P.J. If you click on menu it links you over to Chili's website. The site also has the TV ads, bios of employees of the month and a toll-free number that you can actually call and leave a message for P.J. along with your name and email address. I take it they want to add to their database!

So go ahead and Google "bland food," and a paid search ad for P.J. Blands should appear on the top of your search inquiry page with a Chili's ad in the #2 spot. You can also follow PJ here on Twitter where you'll get to read some of the "Blandest Tweets".

Kudos to Chili's agency, Hill Holliday, that created this great integrated marketing campaign. I hope to see more like this.

Jet Blue's Earth Day "One Thing That's Green" Promotion

Any of us that have done some air travel lately would most likely agree that the experience was less then stellar. But I have to say that my last trip (while just a short hop to NYC from Rochester) was great. I traveled on Jet Blue through their brand new T5 terminal at JFK that looks like you're walked into the future. They transformed the old TWA terminal that was originally designed by Eero Saarinen as a physical symbol of flight into a totally new experience that they now call a "People-Port".

Now as a marketer I've always been very impressed by JetBlue and how they just like to do things a little differently and it's paid off big time for them. The leather seats, the live TV, the blue chip snacks and the staff that are witty and fun (well most of the time). These are all contributors to their success as well as the low fares of course.

My last trip to NYC last month was to attend the SES NY Conference where the keynote speaker on Day 1 was Guy Kawasaki speaking to us about Twitter. He mentioned the top marketers who are using this tool to communicate with their customers and to help build their brand and Jet Blue was one of the first to do this. I just took a peak Twitter.com/jetblue and they currently have over 408,000 followers and are following 120,000 people. Yesterday they had a fabulous one-day say (that I meant to take advantage of, but didn't) and their last tweet says "Three hours left in our one day Sample Sale" with a link to their website sale page. Simple and highly effective. 

With Earth Day taking place this past Tuesday Jet Blue launched an online promotion to bring awareness of the day and environmental issues as well as promote their "green" initiatives. Voted "Most Eco-Friendly Airline" by Zagat's Airline Survey, JetBlue has made a commitment to reduce, educate and volunteer in order to make a difference in our planet. Some of their most recent initiatives include the One Thing That's Green tree planting event where 500 crew members, customers and community volunteers helped plant 300 trees at Pomonok Houses in NYC. This month they're taking their onboard recycling to the next level by encouraging crew members and customers en route to NYC's JFK to presort plastic, glass and cans for recycling. They plan to roll this out to additional JetBlue cities in the near future.

So the online promotion is called The One Thing That's Green Sweepstakes which encourages people to  make a pledge to do "one thing that's Green" and enter for a chance to win. They give visitors a choice of pledges from a drop down menu such as "I will reduce my shower time". Currently on their promotional micro-site there are almost 43,000 pledges. By pledging people are offered the opportunity to receive a free digital magazine download from Zinio.

By entering the sweepstakes people have the chance to win some "fabulous eco-friendly prizes". Grand prize is a 3rd Generation Toyota Prius and others include a HGTV Green Room Makeover, an Amana® Kitchen & Laundry Appliance Makeover a trip for two to The Boulders Resort & Golden Door Spa in Scottsdale, Arizona, a Dell Studio Hybrid™ which includes a bamboo sleeve and 19" Dell flat monitor and Bionaire humidifiers and air purifiers. They have gotten some great partners together for these prize packages. This online promotion stared last Tuesday, Earth Day, and runs till June 16th.

I think this is a great example of a Green Marketing campaign that builds both awareness of the brand's green initiatives as well as to educate consumers on how we can each help by just making small changes in our daily habits. Yes we can all help make the world a greener place!

LinkedIn: The Office of Social Networks & Today's Resume

Today I gave a presentation to small group of women over lunch at a local restaurant. We meet as a Marketing & Sales SIG that's part of a larger organization, The Rochester Women's Network (RWN), once a month to network and to learn from different speakers on marketing related topics. Back in February one women in our group gave a good overview presentation on social media and the networks, but was only able to touch upon them in a brief hour. The group wanted specifically more information on LinkedIn, so I volunteered.

Now everyone there today was already on LinkedIn, but some still new to it while others were more veterans. I knew I would have a wide audience range as far as their knowledge on the network so I focused on the basics with a few new features thrown in. Since we're a networking group I titled the presentation, "Online Networking; Getting the Most from LinkedIn". So, I thought I'd share with you some of the highlights. Even though LinkedIn isn't as sexy right now as Twitter, it's still the #1 social network for business and a refresher course isn't a bad thing for any of us.

I started out stating that social media today can be the most cost-effective way to build your personal brand and to grow your business. However as with any type of networking, online or off, you get back what you put into it.

I recently read an interview with Steve Patrizi, LinkedIn Head of Ad Sales, that was written by Mark Post on Media Post. Here I found this description of the big three social networks that I thought was so simple and clear that I stole it for my presentation... "MySpace is the bar,  Facebook is the backyard barbecue, where you have friends and family and may invite some close business colleagues, and LinkedIn is the office". 

LinkedIn is the world's largest professional network with more than 38 million members whose average age is 41 and household income is $110,000. It is growing rapidly and expected to double to as high as 70 million by the end of 2009. They will be celebrating their 6th anniversary this May, so you can see how fast it has grown. In a nutshell what Linkedin does is help people exchange knowledge, ideas and opportunities with their trusted contacts.

LinkedIn is the new resume. Your LinkedIn Profile becomes your Professional online brand. It gives people the room and breadth to bring their resume to life online and allows them to tell a story and not just list bullet points about their accomplishments. This online resume is now searchable to the millions of people that search both in LinkedIn and online in general.

So after this introduction I went through a tutorial using My LinkedIn profile and pages to visually show the group how to get "LinkedIn". I started with how to fill out your profile, then moved on to getting connections, to joining groups, adding applications, getting and receiving recommendations, and the Q&A section. The beginners asked many questions and the more familiar added their insights to the discussion.

We had quite a bit of conversation around proper etiquette and manners. Is it okay to not accept an invitation by someone you don't know or someone that is a competitor and may just want your connections. It comes down to the individual's personal decision and depends on the situation. There is no real right or wrong.

So overall I think we all learned a few things (including myself), enjoyed ourselves and all got to know each other a little better by the end of the luncheon. Hey, that's what this networking is all about, right?

Hungry Girl's Book Promotion is so Simple It's Ingenious!

I was the guest blogger over at Lipsticking.com again today. Here's my post:

There are many of us women just like me that have struggled with weight issues our whole lives. Up and down I've gone like a seesaw depending on what my priorities were for that year. Right now my short term priority is trying to shake off a couple of pounds from those robin eggs, white chocolate bunny and a weekend of constant food.

Last year I finally joined Weight Watchers for the first time in my life and I've now reached my goal of a "Healthy Weight". I'm just two weigh-ins away from becoming a lifetime member which means I've maintained this weight for six weeks. Weight Watchers has taught me how to think differently about everything that I put in my mouth and how to live happily doing this. Now don't get me wrong. I love food (and wine). My husband's a great cook and we eat very well. Just a bit differently now.

But this is not a plug for Weight Watchers. It is however one for Hungry Girl. A women in my WW group turned me on to Hungry Girl by forwarding me one of their daily emails. I signed up after the first reading and I now get my daily dose of Hungry Girl's "Tips and Tricks for Hungry Chicks" delivered right to my inbox which include recipes, food substitution suggestions and all around support. They are constantly giving me ideas on how I can maintain a lifestyle that consists of a healthy diet and fewer calories whether we cook a meal at home, buy some prepared foods from our local grocer or go out to eat at a restaurant. A recent study has again confirmed the fact that no matter what diet you choose, it all comes down to burning more calories that you take in.

Today is a big day for Hungry Girl because they are launching their new book "200 Recipes Under 200 Calories". Yes that's under 200 Calories! They've been telling us about this new book now for the past month and it finally arrives in bookstores today. What I found truly unique is a very simple promotion that they've developed to stimulate sales and awareness of their book. Any author (and I know we have a few of them that read this blog) please take note. 

They're giving away "DOZENS and DOZENS of cool prizes" to get all the Hungry Girls excited. All they're asking their readers to do is email a photo of themselves holding the book at a local store. They will also accept just an email message for those that possibly don't have a camera or camera phone that describes their store visit or something related to getting the word out about the book. They're going to randomly select people who email in and award the prizes which will be five a day for the first week. The book can be found at these participating retailers which include Barnes & Noble, Borders, Target, Walmart, Amazon and others.

I do have Hungry Girl's first book and I love it. It even gives you low-cal cocktail recipes for "Girls Bite Out"! So I'm sure to grab their new book as well. As I said, my husband's the cook in our house. So if I put a new recipe in front of him and buy the ingredients he's usually always willing to give it a try.

Hungry Girl claims not to be a nutritionist. She's just "Hungry", like the rest of us. You can meet Hungry Girl's Lisa who started her book tour yesterday. She'ss at a Barnes & Nobel in Long Island today and end up in San Diego on June 3rd.  So please take my word and check her out!

NHL Launches thePORTAL.com & Will Hold TweetUp to Promote Stanley Cup Playoffs

The National Hockey League (NHL) today opened the doors to thePORTAL at NHL.com to deliver fans a unique Stanley Cup Playoffs experience. thePORTAL at NHL.com leverages the exclusive access and unique digital media capabilities of the NHL to transport fans inside the action and behind the scenes with all 16 teams chasing the Stanley Cup.

Unfortunately the Buffalo Sabres did NOT make it to the playoffs this year and their season is now over. Even though they hung in there at the end and beat the Hurricanes 5-1, a Rangers' win kicked them out of contention. We can't blame it on the Rangers though.

thePORTAL at NHL.com is highlighted by special features such as live coverage from the NHL Video Review Room in Toronto. Each time a goal is reviewed during the Stanley Cup Playoffs, thePORTAL at NHL.com will be the only place for fans to learn in real-time how NHL rules are being interpreted and applied, leading to goals being allowed or disallowed.

thePORTAL at NHL.com also will be the only place where fans can see video interviews with NHL Senior Executive Vice President of Hockey Operations Colin Campbell and NHL Senior Vice President of Hockey Operations Mike Murphy, who will discuss every call made the night before in the NHL Video Review Room. 

“The Stanley Cup Playoffs are when NHL teams elevate their play in pursuit of the Stanley Cup. We’re elevating our game, too,” said Andre Mika, NHL Senior Vice President of Broadband and New Media, and Executive in Charge of Programming. “We're breaking new ground in how we super-serve fans during our key events, an important element of our digital strategy to bring fans places other media cannot.”

The NHL is also planning to hold its first Tweetup, a meetup of people that Twitter, on Wednesday, April 15, between 7-10 p.m. EST to celebrate the launch of thePortal at NHL.com, as well as the start of the Stanley Cup Playoffs. This strategy sends a message to fans that the NHL is the Digital League. Michael DiLorenzo, NHL director of corporate communications, said there isn't a more appropriate launch venue for the portal than a social media gathering.

Fans can find the flagship Tweetup party at the NHL Powered by Reebok Store on 6th Ave in New York City. McDonald's will sponsor free food in the city. Satellite "Tweetups" will occur in Boston, Chicago, Columbus, Denver, Edmonton, Philadelphia, Pittsburgh, San Jose, Vancouver, and Washington.

NHL fans also have the opportunity to post comments and interact with celebrity blogger on NHL.com and on Twiiter at Twitter.com/NHLCelebBlogs which just started up today.

Anyhow, the first puck will be dropped Wednesday night at 7 p.m. ET when the New York Rangers and Washington Capitals open at Verizon Center on TSN, while the Philadelphia Flyers and Pittsburgh Penguins do the same at Mellon Arena on VERSUS, CBC and RDS.

Easter Bunny Chuckles at the Recession as Sales at Candy Companies Rise

With Easter Sunday coming up this weekend and the fact that many people are craving chocolate because they've given it up for Lent, it seemed fitting to write about candy sales. I mentioned this in the post I wrote last week regarding how some marketers are doing well in this recession and the candy companies are one of these industries. 

The New York Times reports that while we can’t quite pinpoint why, for many, sugar lifts spirits dragged low by the languishing economy. For others, candy also provides a nostalgic reminder of better times. And not insignificantly, it’s relatively cheap. “Candy companies are relatively recession-proof,” said Peter Liebhold, chairman of the Smithsonian Institution’s work and industry division. “During the Great Depression, candy companies stayed in business.”

Many big candy makers are reporting rising sales and surprising profits even as manufacturers of other products are struggling to stay afloat. Cadbury reported a 30 percent rise in profits for 2008, while Nestlé’s profits grew by 10.9 percent, according to public filings. Hershey, which struggled for much of 2008, saw profits jump by 8.5 percent in the fourth quarter.

Cadbury's Mini-Eggs and Creme Eggs are synonymous with Easter. I personally am a sucker for the mini-eggs and always buy them for my daughters' Easter basket (and of course for my own stash as well).

Cadbury wanted to extend the Cadbury Easter experience beyond the Easter Egg Hunt this year to an interactive online experience. The Cadbury Easter site builds on an already strong relationship and loyalty with the consumer. First off it's got that lovable white bunny that greats visitors and invites them to explore Cadbury products and to play the "Flying Bunny" game that challenges players to help the Easter Bunny deliver Cadbury Mini Eggs to homes. Visitors can also view this "Clucking Bunny Fly Over" TV ad.

The site reminds us that this is only going to be around till Easter, so you better enjoy it now before the website and the eggs are gone.

Also, Hershey's, Cadbury and Reese's have teamed up on an Easter promotion called the "Colors of Spring Coloring Contest" which is open to children between the ages of 4 - 12. Parents can send in their child's colored page for a chance to win a $1,000 Savings Bond which will be awarded to three different age brackets: ages 4-6, ages 7-9 and ages 10-12. The Coloring Page/Entry Form can be found at www.keepeastereasy.com. Secondary prizes are Hershey's gift baskets.

So I wish everyone a Happy Easter and don't forget to get your fair share of all these chocolate treats...and help the economy in the meantime!

The Final Four is Here - What Brand-Sponsored Bracket are you following?

Well the Final Four has been decided and will play each other today. I'm feeling guilty that I have not written even one post about March Madness this year. I guess all the conferences I attended this past month have taken me a bit away from the world of sports.

So today we're looking at what should be the best day of the annual NCAA Basketball Tournament: The two semifinal games, starting with Connecticut vs. Michigan State at 6 pm EST, followed by North Carolina vs. Villanova, both covered on CBS. Our Syracuse Orangemen at least got through a couple of rounds this year.

Then tomorrow finally for all the die hard baseball fans (say Hi to my Dad, the classic Boston Red Sox fan) it's play ball! The Major League Baseball season opens with the Atlanta Braves vs. the defending World Series champion Philadelphia Phillies on ESPN2.

Last year I wrote this March post that included some pretty innovative online promotions around the NCAA Tournament that involved blogs and social networks. This year however Twitter is the hot topic.  Most of us didn't know a Tweet from a Retweet this time last year. But hey I have to admit, I'm one of those that's been kinda obsessed by the whole thing and it's growing fast... currently at about 7 million users, up 15 times from a year ago, according to Nielsen Online. Then after just hearing Guy Kawasaki's Keynote about Twitter at the SES NY Conference a week ago,  you really see how marketers are integrating it into their mix.

It's All About Giving Consumers Value and Values - John Gerzema & The Brand Bubble from SES NY

Today I was the guest blogger at Lipsticking and I wrote a post about SES NY which I promised I'd cover. So I'm posting it here as well since I don't want you to miss it. It's a long one, but a good one. 

What I haven't written about yet and wanted to cover today was the Thursday morning Keynote Speaker, John Gerzema, author of The Brand Bubble: The looming crisis in brand value and how to avoid it. You can actually download his "Calamity" presentation here which I've included a copy of the first slide below. Now since this was the third and final day of the conference, the Grand Ballroom at the NY Hilton was a bit sparser than during Day 1's Opening Keynote by Guy Kawasaki, but I believe those of us that were there were pleasantly pleased with the content.

John started us off on some very discouraging stats about our current state of the economy which he calls "The New Fear Economy". So I started wondering where this was going. Conferences are supposed to be inspirational, right?

Reality is we're already in our 18th month of a recession. Unemployment is the highest in 25 years with the three straight months of over 600,000 jobs lost in this country. We’ve seen $36 trillion loss worldwide. House values have eroded. Equity markets are down. National debt is way up. Detroit is going bankrupt. Bank lending is down and credit card exposure is the new bubble.