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Targeting Ads To Biz Women

02/28/2006

Received my issue of pink magazine last week - thanks Genevieve. pink is a fairly new pub that targets professional women and blends work-play-relationships. What caught my attention first was not the content (although that's pretty good) but the ads. Well, girlfriend, this is Diva Marketing!

At first glance I was impressed that about 80% of the ads appeared to be created for the demographics of the pub .. career women. By that I mean about 80% had photos, copy or images relating to women. Did all the ads hit the mark? Some did. Some didn't. However, an appletini toast to all for beginning to think about marketing to women 21st century style .   

Some were subtle like the 2-page pink shoes on the beach ad from PriceWaterhouseCoopers that was accompanied by copy that read almost like poetry. It's long but ...  Scan0006_pink_206_pricewater

at some point in her career, every women has shared
challenges with another women
down the hall
up the street
in a corner office
three thousand miles away

at some point in her career, every woman has needed
to compete with another women
to fight on behalf of another woman
to place her trust in another woman
to interview another woman

at some point in her career, every woman has needed
another woman to trust with her children
to remind her of who she use to be
to be a role model without ever knowing it
to listen

at some point in her career, every woman should tell her story.
not for her, but for another not so different from herself.

change begins with understanding.
understanding begins with conversation

It spoke to me. I thought it was lovely. It evoked emotion. I wanted to reach out and .. and .. and .. do what? Did PriceWaterhouseCooper want me to call them for a consulting job and they do what? Was I suppose to know what PriceWaterhouseCooper is doing these days after all the mergers and reorgs?  Or was this simply a feel-good branding ad that I could turn into a Hallmark card?

Other ads appeared as though they were modified from an existing ad in a "mainstream" business pub versus created for a  publication targeted to business women. Let's take a look at New York Life's full page spread. Three women of color. Nice. The copy seems to speak to a women on a career path. But it could just as easily have been written for a guy. Is that bad or good? Click to see the ad.
Pink_ad_ny_life_0206_1

There was one point in the ad that came across as almost an after thought. But if that had been turned into the focus of the ad it could have told a powerful story.

For more information and to receive an informative DVD illustrating our history of commitment to women and diversity visit us today at www.newyorklife.com/pink

Sidebar: Don't bother visiting New York Life took the page down.

Divas, think for a moment about reading the story of how these three women succeeded in a large insurance company. Then think for a moment about what that company, New York Life, did to support that journey. Would it make a bigger impact with you than the current concept?

Effective ads don't necessarily have to be serious...all fun and no play makes Jane a dull diva (and that's an oxymoron because there are no dull divas! - especially not Yvonne DiVita aka Jane - Lip-Sticking  or Michele Miller, Wonder Brand who brilliantly blog about marketing to women. Sidebar: Catch Michele's new column about marketing in INC ).

Prudential Financial spoofs it up with a super woman who I'm sure can do it all! Prudential Financial seems to get that's a myth. The headline "To Your Family, You're A SPECIAL KIND OF Hero ... Pink_prudential_ad_0206
Sidebar: Do you mind the word 'hero' instead of 'heroine?'
and the secondary headline "What Would They Do Without You?" draw you in .. have you nodding and all of a sudden there's an ah ha moment. What would my family do without me? The copy has a call to action .. tells you specifically what to do and how to do it. Bob Bly would like this one.

 

One more. This Georgia-Pacific ad is one of my favorites. It seems to go against all the "rules" of advertising to women. Or perhaps it's more subtle. I like the simplicity of concept and of the message. I love the weaving image and the multi Pink_gp_ad_0206_1colored threads coming together to create a beautiful carpet. For me, that's the challenge facing for many women. How to take the chaotic strands of life and create something productive, beautiful and important.

Was this ad created specifically for a business women's publication? I don't know. Is it important that is might not be? Not if women can relate.

Just for fun  here's a  1948 ad Elosie_1 from  Borden.  Headline reads  - "Do  College  Girls Make Better Wives?" 

 


Sidebar: This post is dedicated to Karina. She blogs at Bentley College's Marketing Honors Blog. Karina has encouraged me to re-evaluate the focus of Diva Marketing. But that's a post for another day. In the meantime, take a look at her comment and my response.

Read More About Marketing to Women

Business Week Trend Sight  Stratregy

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Blog Law Conference

02/25/2006

You knew it had to happen. To feel safe in the blogosphere corporations often turn to their legal counsels. This may be the first seminar dedicated to Blog Law & Blogging for Lawyers. But I'm betting an link or two that it won't be the last.

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Free Blog & eMail Templates

02/25/2006

The Blog Studio is offering free blog templates.

MailChimp is offering free email templates.

Friday Fun: State of Georgia's Official Dirt

02/24/2006

Georgiaredclay1 Today's Friday Fun hits close to home. Seems the Georgia General Assembly is reviewing a bill for an official state dirt. Yes, ma'am, the proud state of Georgia may soon add Georgia Red Clay to its list of official state symbols that currently includes fish (Loudmouth Bass), flower (Cherokee Rose), crop (peanut) and prepared food (grits).

House Bill 1443 calls Georgia red clay "an important cultural icon" and ...

WHEREAS, Georgia red clay has been celebrated in verse, song and prose, including Margaret Mitchell's Gone with the Wind, and lamented by generations of struggling Georgia dirt farmers growing their crops and by diligent mothers attempting to keep their children's play clothes clean;

Bobby Franklin, the esteemed State Rep who introduced the bill, seems to think that a Georgia state dirt would be good for our economy. The Atlanta Journal-Constitution picked up this quote - "Some of them might sound silly, but these things do impact tourism."

If the good Congressman is right - that's a scary thought. But from a marketing perspective think of the coool campaigns the state could create...complete with a dirt blog...of course.

Come to Georgia to see our new state of the art Georgia Aquarium and take in a few cultural events. While you're visiting be sure to take a look at the official Georgia State dirt - er- clay.

The disclaimer: Warning! try not to get any on your clothes unless you want to take home an extra souvenir...it sort of stains red. Of course diligent mothers will always attempt to keep their children clean. 

Sidebar: Wonder if the laundry detergent companies have a lobby in Georgia?

Heard it from: Neal Boortz

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Trackbacks Go PR Web

02/22/2006

PRWeb is beginning to incorporate trackbacks. From a marketer's perspective that is extra value. Wonder if corporate PR  micro sites will follow ... might be interesting. <From Media Post Publications>

Biz Blog Profile Series: Masi Guy Blog, Masi Bicycles

02/21/2006

Biz Blog Profile Series is a behind the scene look at how corporations, non profits, higher education institutions and arts organizations are using blogs to support their marketing goals.

Blending old world tradition with modern technology. Sounds like it could be a tag line for a 2.0 web company. It's not. It is the direction of an Italian company, established shortly after World War I, that was conceived and built on passion, honesty and expert craftsmanship. Tim Jackson, Brand Manager, of Masi Bicycles, had a proud legacy to up hold when he launched the Masi Guy blog as a tactic to revitalize the brand.

Masi_logo_2 Biz Blog Profile: Masi Bicycles

About Masi Bicycles

Masi is a road bike brand with more than 70 years of history and is now owned by Haro Bicycle Corporation. The two companies couldn't be much different; Masi was born in Italy in the world of road cycling. Haro is pure SoCal and was one of the founding companies in freestyle BMX. It is the differences that got me the job as Brand Manager of Masi, since I am a long time (well, lifetime) road cycling enthusiast and competitive racer (I still race). All told there are only about 20 people in the two companies and I am the only Masi employee.

Why Masi Bicycles is Blogging: Masi Guy Blog

I started the blog largely because we were doing no marketing or advertising and had a very, stale, boring website. Since I had no budget to work with, I knew I had to do something different to reach people. I'm a very people person kind of a guy and believed I could use my personality and communication strengths to reach people.

How Blogs Fit Into Masi Bicycles

I launched the blog largely on an impulsive whim. I had been reading about blogs and hearing about blogs on the news but I had never actually read one (how embarrassing!). I read a report that mentioned one of the major publications, maybe Business Week, called blogging one of the top emerging technologies to watch. Way ahead of some incredible industries/technologies like medical research.  [Sidebar: Business Week currently is running 12 blogs.]

That report was the final straw and later that day I went to Google and looked up blog. I got to Blogger and set up the Masi Guy blog and created the first post on March 4th, 2005. Being the shameless, self-promoter that I am, I immediately created a press release and sent it off to our major industry publication, Bicycle Retailer and Industry News (BRaIN). They ran our release on their website and I was officially a blogger!

About a week after the article in BRaIN ran I told my bosses what I had done. It was very much a project of my own creation and desperation. In the beginning the blog was the only marketing I was doing for the brand. I knew I needed something that would get the name in front of people again and give people a chance to hear what was happening.

Masi is the last name of Faliero Masi. Faliero was an amazing craftsman who was very respected, but was a person with a big personality. I'm no Faliero, but I believed that the brand needed to have a person that people could connect to again. Many successful brands have a personality that people can relate to, whether they like the personality or not.

Now, the blog is a major part of my marketing strategy, even with the fancy new website and advertising efforts. There is a link to the blog from the corporate website and I still intend to use the blog to communicate directly with my readers and customers.

Selling-in To Management

My bosses didn't have a chance to discuss it with me, since I took the option away from them by telling them what I had done after the fact. I can't deny that they still don't fully understand the relevance of the blog, but it is beginning to sink in. BRaIN has written two different articles about my blog and blogging in general. That has been a great source of exposure. Bosses like that kind of thing.

Now and again, I get a little you should blog a little less and (blank) a little more. To avoid conflict about the blog, I do most of my blogging after hours when at home. I get mocked by co-workers quite a bit too, good-natured kidding. Overall, most people see it as a great tool, even if they don't really understand it.

The blog has grown to as many as 400 visitors a day and many of those readers are our retailers. I hear from my bike shops during the big trade show each year who tell me that they leave the shop computer on the blog and let customers read it! [Sidebar: Excellent!] I also get stories of consumers walking into shops and telling retailers about something they read or saw on the blog and it has turned into sales many times.  Obviously, that is a great indicator that the blog is serving the purpose of selling product. I can honestly say that I haven't had one complaint from retailers about the blog and consumers have been eating it up.

Challenges Facing Developing A Blog For A Global Brand

The biggest challenge has been in finding ways to restrain myself from giving too much away. I am such a firm believer in transparency, but sometimes I have to restrain myself from telling people too much. I'm not exactly worried about giving away secrets or anything, but my bosses get a little nervous when I come right out and say this is what we are going to do. I can understand where they are coming from, but I firmly believe that being honest and saying the things I say is part of why the blog has been such a success.

Outside of that, the other challenge has been trying to keep the blog looking good enough to keep the bosses happy and not concerned that the image is too amateurish. Thankfully, I have a good friend in Seattle, Chris Cashbaugh, marketing manager of SOG Knives, who knows how to build sites and he volunteered to update the look of the blog a few months back.

How Masi Bicycles is Promoting The Masi Guy Blog

The promotion of the blog has been all my own doing ... me talking about it all the time! I added the blog address to my email signature and included it on my letterhead. We have the blog address on the corporate website in both the Team News and Contact Us sections. However, most of the hits to the blog come from other sources. Quite a few cycling-related directories have linked to the blog and other bike bloggers have as well. It's been a very word-of-mouth success. It's developed something of a cult following, which I obviously appreciate very much.

Lessons Learned

Don't be scared. Really it is far easier than people think. And, if you think of it, how else are you going to reach so many people for free? I would strongly urge people to allow comments too. The comments are what makes the whole thing interactive. Without the interactive feature, you are just adding a new website and force-feeding a message. People won't keep coming back for long if they can't play an active role in what is happening.

I look at negative comments a bit differently than a lot of folks because I come from a customer service background. My theory is this: you can let a hothead say whatever they like about you and your brand and do nothing about it. That gives a person all the air time. Not good for you. OR...you can engage that person in a dialog. Maybe you won't win the argument, but you will at least be giving your account of the situation for other folks to read and then use their own judgment on what to think...as opposed to just listening to the hothead.

The time issue is pretty relative, but I always point out that the time you spend blogging is a hell of a lot cheaper than paying a marketing/PR firm to communicate for you. My longest ever post took me maybe an hour to write. Plus you can always write them (posts) in pieces as you have the time. There is no rule that states you have to do it all at once.

I have also learned that it is critical to be a part of the blogosphere. Go visit other blogs. Place comments on blogs you feel are important or reach an important audience. I visit other blogs frequently and make friends by commenting and interacting with other bloggers. That has proven to be very successful for me.

Masi's Future Blogging Direction

I am really interested in learning how to podcast. I think that would be a great addition to the blog. Live race reports or interviews from the trade show floor. There is a lot of potential for podcasting and I want to learn how to exploit it.

I also want to learn how more about the whole blogging world and how I can be more active in it. I actually know very little, so I look forward to learning a lot more and gaining more technical savvy.

What I really want to do is get more people in the cycling industry blogging. I think the industry is perfect for blogging: passionate people in the industry reaching out to passionate people who love cycling. It just seems like a perfect fit. That is my biggest goal - get more folks blogging.

Tim Jackson On Blogging

Blogs are just too important to ignore. Either in having one or in reading others. Bloggers are influencing things and failing to pay attention to the dialog and conversation is a huge mistake. With no budget and a simple guerrilla marketing approach, I've been lucky enough to watch sales of my brand go up by double digits this past year. Obviously that isn't solely from the blog, but I keep getting lots of positive validation from retailers and consumers both.

I was recently in Texas to support a large retailer who was having a big sale. I spoke to a whole lot of consumers in two days. Several of those people knew me from the blog. I even had one guy say he came to the sale because he read on my blog that I was coming to town. That's huge to me. I can't see a time when I won't be blogging or dong something similar to it.

I'm traveling to Australia to launch a brand with our distributor. I have been laying little seeds about the trip on my blog and all of a sudden my Australian visitors are cranking up on the blog. I plan to blog while I am there. I have a feeling it will be a great tool to assist in promoting the brand there. Masi_bike_1What's not to love about blogging? 

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Link Resource For Naked Conversations

02/20/2006

Poet'slife: A Z-list Blog posted, what sure appears to be, all of the links from Naked Conversations. Nice resource to have if you want to explore any of the hundreds of blogs mentioned in Robert and Shel's book on business blogs.

Sidebar: In true blogger disclosure fashion I'm highlighted in Chapter 6 -Consultants Who Get It.

Brush Up On Your Blogging Knowledge

02/20/2006

ProBlogger is running a Blog 101 series. However, nothing beats in-person workshops. Here are a couple ...

Blogonomics Blog Cruise is scheduled to set sail on October 5th - 9th. This is one conference where procrastination is not a good thing. Early bird pricing ends March 15. No where else can you sip drinks poolside with cute umbrellas and live blog watching the ocean roll by.

Need to know about blogs sooner than later? New Communication Forum is next month. March 1-3 to be exact. Here's where you procrastinators luck out. New Comm is offering a Friend of the Speaker discount of $200. Discount code is NCFR200 with online registration. However, since the folks at New Comm value customer service, if you prefer to talk to a real person call: 650-331-0083. If you really, really want to attend let me know - I may be able to get one lucky person a special deal.

South By South West or known as SXSW is happening again in Austin. March 10-19th. This is a conference Texas Style ... big! SXSW brings all forms of media/communication together: music, films, interactive. You name .. it's there and of course blogs and bloggers. BlogHer is running a panel Blogging Naked At Work. To prepare for the discussion on a work blog/in a work setting, they're conducting a pulse survey of diva and divo bloggers about their attitudes towards mixing personal with professional blog posts. It's only a few minutes long ... would you help out? Please and thank you.

Sidebar: In full blog disclosure - I'm speaking at New Comm & Blogonomics Bog Cruise and altho I'm not going to be eating BBQ at SXSW, I am a BlogHer editor.

What can I tell you...my life's a blog! If you're in Atlanta Wednesday 3/22 catch me at the MIT Forum panel or if you're a student at the Art Institute of Atlanta maybe Prof Aaron Walter will let you sit in on his Findability  3/22 class where we will be talking..what else but blogs!

Alliance Theatre - Jelly's Last Jam Blog

02/18/2006

A few months ago I sat in a conference room with a group of artists and presented a workshop on Blogs 101. We brainstormed ideas about how blogs could create added buzz, and at the same time, offer patrons a  unique backstage pass (borrowed that from Elisa!) to the mysteries behind the curtain.

Jellys_last_jam I'm thrilled to blog that the Alliance Theatre in Atlanta launched it's first blog. The blog supports a very cool production of Jelly's Last Jam.

Celise Kalke, Artistic Associate/Dramaturg, is blog diva. Celise will be our guide to the world that goes on behind the scenes of getting a live production from rehearsals to opening night.

Show opens March 22nd. Buy your tickets early and help the pass viral word of mouth. Even if you're not going to be in Hot'lanta for the performance, drop by and see how the rehearsals are going. Great learning experience for kids (and adults) who are stage struck and love the theatre.

Sidebar: Missed opportunity..add a link from Alliance Theatre's Home page to the blog and from the ticket page.

Friday Fun: A Little Blog Humor

02/17/2006

Blogger_cartoon Today's Friday Fun is a giggle at bloggers. Click to enlarge the cartoon.

Sidebar: Yes, new divo and diva readers Diva Marketing is indeed a blog that focuses on marketing; however, Friday is a get ready for the weekend day. These posts are a space to create a virtual Happy Hour. Sometimes sophisticated-silly..sometimes..plain-silly. A little playfulness is a great stress reducer!

Divine Diva Millie Garfield's son, Steve Garfield, the divo of vlogs, is teaching a class on vlogging. From his student's excitement about the subject Steve must be one heck of a great teacher!

Here's an oldie but goodie that Divo Scott Burkett - pothole on the infobahn told at his excellent presentation on blogs to Kettering Executive Network this morning. [More on that later!]. I searched the web and finally found it at Picasso Dreams.

How Many Bloggers Does It Take To Change A Light Bulb?

One to change the light bulb and to post the fact that the light bulb has been changed

14 to share similar experiences of changing light bulbs and how the light bulb could have been changed differently

7 to caution about the dangers of changing light bulbs

27 to point out spelling/grammar errors in posts about changing light bulbs

41 to correct spelling/grammar flames

6 to argue over whether it's "lightbulb" or "light bulb" ...

Another 6 to condemn those 6 as anal-retentive

Two industry professionals to inform the group that the proper term is "lamp"

27 to post URL's where one can see examples of different light bulbs

12 to post to the group that they will no longer post because they cannot handle the light bulb controversy

4 to suggest that posters request the light bulb FAQ

44 to ask what is a "FAQ"?

2 to post reasons why the light bulb burning out is the result of a government conspiracy.

4 to say "didn't we cover this a few months ago?"

43 to say "do a Google search on light bulbs"

5 to say "thank you"

1 lurker to respond to the original post 6 months from now and start it all over again

Read /See More About Fun and Humor
Bernie DeKoven - Deep Fun Powerfully Funny RocketBoom