Convergent Media Marketing
Monday, December 26, 2011
Friday, December 23, 2011
Concept Grows Ski Tuning Business, Stimulates T-Shirt Sales & Boosts Viral Convergence
The Challenge:
The founder of Gravity Ski and Board Tuning shop, former World Champion Freestyle skier, Kevin D. Monahan, sought to boost his home-based business online as well as virally with convergent marketing communication tactics. His geographic location, Beverly Farms, Massachusetts, offered an advantage and disadvantage. Beverly Farms and surrounding communities are affluent--a fertile ground for reaching a high concentration of skiers with money to spend on enhancing the performance of their skis. Unfortunately, Beverly Farms is hours away from ski resorts and college alpine race programs where tuning service purchasing decision are made . Targeted users are dispersed geographically. Awareness of Gravity Precision among area high school alpine coaches and racers is zero. Many local ski shops compete for the same tuning dollar.
The Solution:
Create tactics that could be deployed to online ski forums, such as Ski The East, Epic Ski, TGR, Newschoolers, Facebook, YouTube and Twitter in order to reach prospects within Gravity Precision's geographic area. Create templates for easy-to-produce collateral. Create t-shirts and stickers to spread the brand and build business virally. Drive prospects to Gravity Precision's web site and Facebook page.
Thursday, December 01, 2011
Crazy? Like A Fox.
Need to get a valid statistical sample from a pinpoint profile, segment, market, group, <your marketing buzzword for market here>?
A/B Testing? Wanna' hedge your risks?
When it comes to Social Media, it's all in the way that you use it. You don't have to go it alone. Or with an inept guide either. Or spend a bundle to get the ROI you deserve. I've helped others. I can help you. Call me at 978 518-2768 to find out how.
Monday, April 04, 2011
When It Comes To Branding, We Are Naming Names Here
An organization is born. Social entrepreneur and former Accenture consultant, Dale Fickett, founded an organization, based on the model he developed, to identify and support those ventures in Sub-Saharan Africa with high potential for financial and social returns. Dale's organization implements insight through a range of advisory and support services for organizations which catalyze social change and collaborates within the private, public and civil sectors to facilitate those investments which have positive social consequences. The new organization's name needed to reflect a brand promise to deliver both financial returns and positive social consequences.
I brainstormed with Dale, who resides in Dublin, Ireland, via phone, text, Facebook and email. Of the many names we came up with, we liked "Soquent" the best. It is a combination of, "social" and, "consequent."
Wednesday, March 09, 2011
Ad Agencies Spend Your Money, Sometimes Frivolously
Monday, February 28, 2011
Microsoft Just Rewards Inside Out Campaign
Planned, branded and created Just Rewards integrated anti-piracy program for Microsoft’s Eastern U.S. sales region that helped generate $42 million in sales in the first year and evolved into a national program.
Monitor Tent
The Letters/Email
Friday, February 25, 2011
What's In a Name, Anyway?
Thursday, February 24, 2011
Social Media Convergence Reaps Rewards For New England Exterminator
Can't Outspend Your Competitors? Outsmart Them.
A1 Exterminators, a large regional pest management client, needs Social Media Marketing to build their business. I utilize (as the lead creative/copywriter/content creator on the 1Stop Design Team) basic social media tools--Twitter, Facebook, the A1 WordPress Blog, the A1 Web Site, LinkedIn and YouTube. I create and mash enticing content. Astute SEO and SEM tactics buttress the content feed. And use of such online sources as Ivy League Schools, The N.Y. Times, The Washington Post and other intellectual brands builds credibility through association for the A1 Exterminator Brand.
Wednesday, February 09, 2011
Friday, February 04, 2011
Thursday, February 03, 2011
Direct Response for Microsoft
Tuesday, February 01, 2011
Saturday, January 29, 2011
Colorado: Snow At First Sight Social Media Campaign
WARNING: This entry is long. If you suffer from Marketing ADD, social media is not for you. Social media engagement requires a daily, long-term commitment through a number of relevant channels before you can even expect a reciprocal and profitable relationship. If you're looking for a, "quickie", look elsewhere. If anyone tells you, "different," run and hold on to your wallet. They're lying.
As a student (I'm open to always learning more) as well as creative facilitator of Social Media campaigns, I study campaigns that pique my interest. I watch and assess what works, what doesn't and what could have been done differently to garner success.
The, "Snow At First Sight," social media contest created for the State of Colorado Board of Tourism by an agency I won't name had all the earmarks for success--great branding, great creative, great tactics which included a personal blog/forum/video page (YouTube-like), a request for a short video on why you should win, a place for the world to see and vote for your video (15-seconds of fame) and a great prize (a three-month, all-expenses-paid-trip to Colorado) to stimulate participation and viral growth.
Being an avid skier and passionate facilitator of social media engagement, I decided to enter the contest. I wanted to see if I could drive people to the site to vote for my video (I later disqualified myself because I have, in fact, seen snow).
Yet the campaign failed miserably (very low video submissions/participation/viral growth) due to one small, costly strategic error. It barred skiers--the group most likely to respond, participate and extoll the virtues of the campaign virally. During the same time period, Utah ran a similar video-submission campaign targeting skiers that, judging by the number of video submissions, left Colorado standing frozen at the bottom of the bunny hill.
However, it wasn't a complete loss. I learned a great deal just by participating. You can, too. Find a contest online and get in the game.
The Colorado, "Snow At First Sight," contest concept was simple: Post a 60-second video and you could win a three-month, all-expenses-paid-trip to Colorado. Only one requirement-you've never seen snow.
My Video Submission:
Posted to Popular East Coast "New School" Skier Site:
Posted on Vermont's Mad River Glen Facebook Page:
Pushed On Epic Ski Site in Two Forums:
Posted To Another Epic Ski Forum Thread Entitled: Why do people think East Coast Skiing sucks???
Posted Frequently On Facebook to My Skiing/Marketing Friends:
Posted On Twitter to Ski Related/Marketing Related Influencers/Followers:
Posted On YouTube, Linked All Over:
In Order To Counter The Appeal and Vote Count Of My Lithe, Nubile and Buxom Competitors, I Had To Get Creative...
...So I Created A Love Interest and Backstory For My Blind, Sometimes Belligerent-Sometimes Benign, Contestant:
Introducing Connie
Call me today at 978 518.2768 to hear about the results.
Tuesday, January 11, 2011
Monday, January 03, 2011
Tuesday, December 28, 2010
Social Media Skillz 101: Before You Ask Them For The Order Online, You Must First Engage Them
WARNING: This entry is long. If you suffer from Marketing ADD, social media is not for you. Social media engagement requires a daily, long-term commitment through a number of relevant channels before you can even expect a reciprocal and profitable relationship. If you're looking for a, "quickie", look elsewhere. If anyone tells you, "different," run and hold on to your wallet. They're lying.
Client: Drippies Gloves-Authentic Maine Mountain Mitts
Target: Male Skiers & Boarders, Ages 13-21
Geographic Target Reach: United States Ski Areas with Northeast Concentration
Social Media Channels: Facebook (Ski Related Pages) Twitter, YouTube, Ski the East Forum, Teton Gravity Research Forum, Epic Ski
Social Media Engagement Frequency/Duration: Phase I Ongoing Daily Engagement for 1 Year
Marketing Objectives: Increase awareness of Drippies Brand from zero to 10% of target market
Build "Street Cred" for the Drippies Brand among park riders
Attract press and communication leader attention to Drippies Brand
Attract investors to the Drippies Brand
Soften the beachhead for other convergent marketing tactics
Cultivate and grow relationships with up & coming skiers/riders for Drippies
Brand sponsorship.
Sample of Drippies Social Media Engagement Tactics-Under the Name Vinstant (used in all engagements)
Epic Ski Forum
Subject: Bob Peters, well-known and beloved Jackson Hole skier/mountain guide/mentor/Epic Ski
Moderator
A Calculated and Well-Phrased Question To The Right Person Is A Great Way To Begin A Online Relationship:
My Thread Won Placement (Based On Forum Response) On Epic Ski's Home Page Gaining Higher Visibility for Me, Vinstant (No Asking For the Drippies Order Yet)
The Bob Peters (Communications Leader) Thread Is Just One Of Vinstant's Many Engagements On The Epic Ski Forum:
Vinstant (Vinstant Carriuolo) Also Engages On Communication Leader Facebook Pages Such As Arapahoe Basin:
Sunday River's Facebook Page, Too:
Call me today at 978 518.2768 to hear about the results.
Tuesday, December 21, 2010
Social Media Skillz 101: Strike While the Iron Is Hot On Market Influencers & Communication Leaders
WARNING: This entry is long. If you suffer from Marketing ADD, social media is not for you. Social media engagement requires a daily, long-term commitment through a number of relevant channels before you can even expect a reciprocal and profitable relationship. If you're looking for a, "quickie", look elsewhere. If anyone tells you, "different," run and hold on to your wallet. They're lying.
Northeast skiers are champing at the bit. Sunday River is the first to open and is blowing snow to open on weekdays. Sunday River stokes it's loyal followers by getting the word out on Facebook via a Thursday & Friday opening with free skiing for Veterans on Veteran's Day. Timing is everything in relationships. Responses via Facebook Comments, along with, "Likes," are growing exponentially. It's the perfect time to strengthen Drippies Gloves relationship with Sunday River On Facebook via Drippies Spokesperson, Vincent Carriuolo. Remember to always pitch softballs to your Communication Leader/Influencer "Friends." Every savvy Social Media Marketing Maven knows, "You scratch my back and I'll scratch yours."
Client: Drippies Gloves-Authentic Maine Mountain Mitts
Target: Male Skiers & Boarders, Ages 13-21
Geographic Target Reach: United States Ski Areas with Northeast Concentration
Social Media Channels: Facebook (Ski Related Pages) Twitter, YouTube, Ski the East Forum, Teton Gravity Research Forum, Epic Ski
Social Media Engagement Frequency/Duration: Phase I Ongoing Daily Engagement for 1 Year
Marketing Objectives: Increase awareness of Drippies Brand from zero to 10% of target market
Build "Street Cred" for the Drippies Brand among park riders
Attract press and communication leader attention to Drippies Brand
Attract investors to the Drippies Brand
Soften the beachhead for other convergent marketing tactics
Cultivate and grow relationships with up & coming skiers/riders for Drippies
Brand sponsorship.
Sample of Drippies Social Media Engagement Tactics: Strike While The Iron Is Hot
Call me today at 978 518.2768 to hear about the results.
Wednesday, December 15, 2010
Social Media Skillz 101: Piggyback, Whenever Possible, On Market Influencers & Communication Leaders
WARNING: This entry is long. If you suffer from Marketing ADD, social media is not for you. Social media engagement requires a daily, long-term commitment through a number of relevant channels before you can even expect a reciprocal and profitable relationship. If you're looking for a, "quickie", look elsewhere. If anyone tells you, "different," run and hold on to your wallet. They're lying.
Client: Drippies Gloves-Authentic Maine Mountain Mitts
Target: Male Skiers & Boarders, Ages 13-21
Geographic Target Reach: United States Ski Areas with Northeast Concentration
Social Media Channels: Facebook (Ski Related Pages) Twitter, YouTube, Ski the East Forum, Teton Gravity Research Forum, Epic Ski
Social Media Engagement Frequency/Duration: Phase I Ongoing Daily Engagement for 1 Year
Marketing Objectives: Increase awareness of Drippies Brand from zero to 10% of target market
Build "Street Cred" for the Drippies Brand among park riders
Attract press and communication leader attention to Drippies Brand
Attract investors to the Drippies Brand
Soften the beachhead for other convergent marketing tactics
Cultivate and grow relationships with up & coming skiers/riders for Drippies
Brand sponsorship.
Sample of Drippies Social Media Engagement Tactics: Piggyback
Call me today at 978 518.2768 to hear about the results.
Tuesday, December 14, 2010
Social Media Skillz 101: In Online Engagement, You Scratch My Back and I'll Scratch Yours
WARNING: This entry is long. If you suffer from Marketing ADD, social media is not for you. Social media engagement requires a daily, long-term commitment through a number of relevant channels before you can even expect a reciprocal and profitable relationship. If you're looking for a, "quickie", look elsewhere. If anyone tells you, "different," run and hold on to your wallet. They're lying.
Client: Drippies Gloves-Authentic Maine Mountain Mitts
Target: Male Skiers & Boarders, Ages 13-21
Geographic Target Reach: United States Ski Areas with Northeast Concentration
Social Media Channels: Facebook (Ski Related Pages) Twitter, YouTube, Ski the East Forum, Teton Gravity Research Forum, Epic Ski
Social Media Engagement Frequency/Duration: Phase I Ongoing Daily Engagement for 1 Year
Marketing Objectives: Increase awareness of Drippies Brand from zero to 10% of target market
Build "Street Cred" for the Drippies Brand among park riders
Attract press and communication leader attention to Drippies Brand
Attract investors to the Drippies Brand
Soften the beachhead for other convergent marketing tactics
Cultivate and grow relationships with up & coming skiers/riders for Drippies
Brand sponsorship.
Sample of Drippies Social Media Engagement Tactics "You scratch my back, I'll scratch yours."
Letting Others Know That You Promote Them Online Is Sure To Strengthen Your Engagement.
Arapahoe Basin Was Chosen For Its Communication Leader Cache.
Call me today at 978 518.2768 to hear about the results.
Friday, May 01, 2009
Inside Out Marketing: Corporate Display Selling Tools
More Than Just A Pretty Picture
Each of the displays shown below sells a unique strength of Winbrook. A simple guided tour of corporate headquarters becomes an opportunity to speak to Winbrook's strengths individually and collectively as needed. New business prospects as well as long-established clients take away the fact that Winbrook indeed has what it takes to help them to do business better.
I concepted, creative directed, art directed and strategically placed each display to better tell the Winbrook story and strengthen the Winbrook brand.
