Tag Archives: advertising

Automotive TV Programming

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Audi gets Modern -- ABC/Richard Foreman

What the heck! I thought I was watching television programs, however, as of late, I’ve been mistaken. What I thought were TV shows actually were full-sized car commercials.  And this practice is driving me crazy!

Over the last couple of weeks, I’ve learned about Ford’s Lommel Proving Ground in Belgium by watching CBS’ “The Amazing Race.” I saw works of art created from Fiat 500 parts on Bravo TV’s “Work of Art.” I watched Bravo’s “Top Chef: Texas” contestants get to know each other better on a car trip in Toyota Siennas and on ABC’s “Modern Family,” the Audi A8 is the car that patriarch, Jay Pritchett (Ed O’Neill) drives.

Are car manufacturers getting smarter about advertising and/or television companies getting dumber about integrated content?

My answer to that question is car makers and TV companies both win in this new form of content integration. Consumers, as usual, are on the losing end.

Ford and "The Amazing Race" Segment of Fun

Do you think that those of us who watched Ford’s Mustang challenge on “The Amazing Race,” didn’t for one minute not realize what a great commercial that was? I have to admit it was an entertaining segment and it was interesting to see this exclusive test track…but the whole time I watched it I knew it was also a commercial message. A very clever and I suppose an expensive one too. Here’s a clip of it so you can see for yourself.

Two years ago the state of the American Auto Industry was dire. Now, it appears that the Industy has full wallets again and is rebounding nicely, so much so that they now own the TV airwaves! Talk about a 360 degree flip. It’s the media companies now who can’t bring in the dough that they used to due to new distribution platforms. They now NEED advertisers like car manufacturers to help them pay their bills.

Will it pay off? I guess the proof is at the dealerships.  Are more people buying Audi’s because they want the car Jay drives? Are people buying Fiat’s because they liked the car parts in “Work of Art?”

At the end of the day, it is all about eyeballs. And by a Toyota Sienna being seen on “Top Chef” episode is probably a larger audience that would see a regular commercial that gets played over and over and over that our minds just tune them out. For me personally, I am over that Prius holiday commerical-I’ve seen it too many times for my own good and I’m a Prius driver.

At the end of the day – WE’RE ON TO YOU TV COMPANIES AND CAR MAKERS! Let’s hope that this trend doesn’t continue for it will wreck great shows like BBC’s “Top Gear,” a true car show. I mean, after a while, they all will start to look the same.

I’d love to hear your thoughts if you’ve noticed the uptick in TV car integration and what you think about it all.

Off to watch more Car TV Programming. How about you?

Cindy

Can You Be A Brand?

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A savvy award-winning marketing colleague of mine took me to task today regarding my incorrect use of the word “brand.” He especially brought attention to how I’ve been using the term “personal branding” wrongly, for according to his experience a brand is not a person, but an inanimate object. And as it turns out he’s right. Here’s the definition of “brand” from netlingo.com

brand

A logo, corporate image, or distinct product or service identity that can become firmly rooted in the public’s mind. Its purpose is to establish a meaningful, differentiated presence that will attract and retain loyal customers.

To drive it a bit more home, here are some illustrations for you.

Are You One of These Products?

Products are Individual Brands

Bleach and Clorox Are Co-Brands

*An Author is Not a Product, But His Books Are

So if brands are products, like the three to the left. Then what do people have, if not personal brands?

It was explained to me that people have reputations. They have personality. They have interests, desires, ambition, talents, integrity and passions.

They are not objects like Q-tips, or Valvoline Oil or bread crumbs or WordPress Themes.

However, as the definition states above, the purpose of brands are to attract and retain loyal customers. Couldn’t the same be true for individuals?

Let’s look at the case of real estate executives for they are a perfect example. Realtors often work for a firm, (i.e., First Team Real Estate), but they act as individuals and are chosen by consumers for a variety of reasons. They pick up clients via referrals, online presence, personality and/or knowledge of the area.  Like branded products, “trust” plays a major part of their sales. (BTW-Trust is important for every professional by the way.) So if there are branded products that we “trust” couldn’t we say the same for people that they have “trusted” brands as well? Or is it more correct to say that you “trust” a person’s reputation instead?

I thought this topic was delicious food for thought and one I’d love to hear your opinion on…Are We Brands or Not?

Do tell.

*(I recently attended a speaking engagement featuring super savvy and smart social business consultant Gary Vaynerchuk, hence, the reason why I used his new book “The Thank You Economy” as an example of a brand product. This was my way of giving him a nod and a way to promote his efforts. I’m a big fan and will blog about my him in upcoming posts.)

When Did I Become a Sponsor?

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How do you like these Facebook apples?

Here’s an article I read yesterday morning from Geoffrey A. Folwer in the WSJ and it was alarming.  The first sentence says it all.

“Some of what Facebook Inc. users post to the social network will soon start showing up in ads aimed at their friends.”

What? When did I become a sponsor and an unpaid sponsor at that!!!

I'm not a Fan of the Facebook sponsored stories. Flickr Credit:roadkilltshirts

The article went on…”The company, as part of an effort dubbed “sponsored stories,” plans to allow advertisers to buy and re-publish Facebook messages that users voluntarily post about brands—such as a check-in at a local coffee shop for which a user clicks the site’s “like” button. The sponsored posts will get plucked out and posted again on the top right-hand column of the home page next to other ads. Sponsoring a post increases the chance friends will notice it, since new postings in the news feed push others down and off the page. The user’s name and photo appears in the ad.”

Again…what the heck? I don’t know about you, but I don’t want to be a shill for the places I check into. Just because I like something, it doesn’t mean that it’s the only place I recommend.  Since when does Facebook think it has the right to draft off of my reputation for their gain? Oh, yeah, I forgot that they are taking over the world right now, so I guess they have the right with over 600 million users!

PROTECTING MY RIGHTS TO “LIKE”

Because I am Facebook Inc. user, I will have to roll over and let them use my likeness to push products.  I don’t want to give up Facebook and up until this point, I’ve never had a complaint, but this little news does make me mad. I feel its a violation of my rights.

As a PR practitioner, I am hyper sensitive to my alignments. And from this point on, I do know that I will make adjustments to my “like” strategy.  I often support others who are starting up businesses and therefore “like” their pages.  However, as an example let’s say I help out a friend by”liking” their assisted living facility.  Even though I “liked” it, I don’t want my photo to be on my friends pages saying that I sponsor their efforts!  That’s just crazy.

Sadly, from this moment on I may not “like” anything anymore.  This is total baloney.

Also, I want some of my friends to “like” my business page for Social Spread Media. But, I don’t mind if they “like” other PR agencies too.  But, with these ads our friends will think that we are advocating that sponsored story as our top choice for the product.

I’m not too happy about this and I would “like” to hear your thoughts on Facebook sponsored stories. Right now I’m FF’d (frustrated with Facebook!)  Zuckerberg you let me down, man!

Cindy

Great Business Advice from an Original Mad Man

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Ad Man David Ogilvy had his business heart in the right place.

The Wall St. Journal featured an article today about David Ogilvy (1911-1999), the advertising pioneer and first true “Mad Man” (meaning advertising executives working on Madison Avenue in New York). I didn’t know much about him, but after reading the article I became a fan of his sentiments, work ethic and beliefs.  He was one true visionary who understood his responsibility toward his clients and the public.

Here’s a couple of his aphorisms, which I think are so right on the money.

Apparently, Ogilvy was known to dress in clothes that would capture one’s attention. For a while he wore a cape with red lining and even showed up at black-tie events wearing a kilt.  His reasoning…“If you can’t advertise yourself, how can you hope to advertise for your client?” That is so true, don’t you agree?

He held on to the deep beliefs that one should be honest in advertising and always display respect for the consumer.  Here’s what he said about those key issues…”The consumer is not a moron, she is your wife. You wouldn’t lie to your wife. Don’t lie to mine.” Good words Mr. Ogilvy.

Man, these were so good I went hunting to find more.  These Ogilvy quotes are taken from Brainyquote.com.

  • If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
  • Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
  • First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
  • Don’t bunt. Aim out of the ball park. Aim for the company of immortals.

I really loved his words, especially the last one. Are you bunting or you aiming for greatness.

Have a great weekend.

Cindy