Moosylvania's space was featured in the June issue of "How Magazine."

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Per my post earlier this week following the original Tide Thursday article ...

Tide Thursday could have some impact on key consumer categories, but it's not going to be as significant as this article would indicate. Here's why;

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This is pathetic, rude and amateur commentary.

Do you really think Ms. Boyle is going to need to be in a commercial to make a living?

This logic is why artists run away from endorsement deals, because they're insulting and grate on their integrity and personal branding.

Ms. Boyle, nor her agent, yes she'll have an agent if she doesn't already, will not approve any of the suggested deals. Why should they?

She has a gifted voice that is being hailed as one of the best in the world. Money isn't going to be an issue for her.

Perhaps she does a world tour singing with renowned symphonies. Maybe she does the theater for awhile. She could sing for movie soundtracks and it's pretty certain she'll be on the talk show circuit promoting at least one or two popular albums or even a solo tour.

If she ever did lower herself to promote a brand in a commercial, a smart agent would let her voice be the bread and butter for leading brands that are backed by one of the best voices in the world.

Omo, Asda's, Brillo and Subaru won't be in the running.

British Airways, The Scottish Tourism Board, fashion houses and perfume would all be appropriate.

It's certain she'll perform for the Queen. If she does, perhaps she'll be made an ambassador and do live pitches promoting the UK around the world.

She's been heralded not because of how she first looked on the show, but because she does have real talent. The surprise package her voice came in had a role in making her famous. But it will be her voice over time she is known for. Especially if she manages her brand appropriately.

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If the first stop in Seattle was any sign of times to come, the Bacardi B-Live tour will be playing to sold-out venues all summer long.  

SPIN magazine was in the front row in Seattle on Wednesday night, and described Bacardi B-Live as an “ambitious” tour that features a “slew of amazing artists.” If ambition can be measured by talent alone, then this tour definitely fits the bill.

 

Today’s top names, including MSTRKRFT, DJ AM, Matt & Kim, Santigold and more will be mixed and matched into various lineups that will perform at B-Live events in 23 cities.

 

With a team that’s as passionate about music as it is about marketing, Moosylvania was proud to be a part of the planning that went into B-Live – and can’t wait until the tour hits St. Louis in June.

A few lucky Moosers even got the chance to meet a few artists backstage at the Winter Music Conference in Miami, when the tour was announced in March. Note the eerie resemblance between MSTRKRFT and our very own Rob Brooks (picture below).

 

For up-close views of this event, and to track the tour online, check out the B-Live blog, Twitter and even Last Night’s Party.

   
          
           

Tide Thursday could have some impact on key consumer categories, but it's not going to be as significant as this article would indicate. Here's why;

Reality is price, positioning, and packaging are driven by key account management. Market adjustments for key accounts are almost instantaneous, especially for big and important accounts for P&G and other large CPG companies.

Before the recession Wal-Mart had already pulled out all the stops to get P&G prices as low as possible, while still maintaining Tide and others as flagship attractor brands. The big grocery channel stores have been doing the same to grow their own private labels as they use leader brands to pull people into the store and then get them to switch to their private labels through better price incentives. They were doing so before the recession as they believe this to be necessary to survive.

But P&G has something that few other consumer packaged goods companies truly have, real, tangible, branded leadership and a solid portfolio of flanker brands. The flanker brands handle much of the dirty work, leveling the retailer price game playing field, to defend the lead brands.

This special leadership buys P&G time to stick to their values and to provide real added value for their retail partners who need them more than ever. There are only a few other brand portfolios, if any, that are sitting in this position.

That means, "Tide Thursday" already happens everyday on a regular real time basis and has been occurring for more than a few years.

Few if any other CPG companies are in the ideal position P&G is in, if they were, P&G would buy them or have a strategy to erode their share.

And while P&G may state they're going to lower their prices on some of their lead and secondary brands, many of those moves have already been made through key account planning, with the majority of price concessions falling on the flanker brands or through reconfigured leadership brand packaging that offers more favorable average SKU pricing, but provides less product in the select SKUs, to accelerate the buy cycle improved average cost per measured unit to recoup profits lost in declining share.

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Consumers do not depend upon marketers to form their opinions of brands. They trust peers. All the media weight in the world cannot beat or buy trusted opinions. There has been extensive research from multiple sources that proves this to be true. Advertising on a Social Site is the same as advertising on any medium - it's advertising. Building trust by enhancing consumers' lives with information and tools to make their decision process easier to make and share with others is how social media impacts sales. Social Networking is the primary way that people stay connected with peers. It works, it's proven and a study that says consumers don't go from social media sites to retail is naive in its purpose and questioning. Do consumers believe advertising? No. Do they believe their peers? Yes. What is the primary way they stay connected to the majority of their peers? Social Networking.

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  We're not seeing contest fatigue, quite the contrary, participation in promotional offers and giveaways that add real customer value, especially practical value, are way up.

We ran a program that was the 5th highest trafficked promotional site in the month of January. It had a planning tool people could actually use in their everyday lives and a kitchen makeover with over 500,000 entries, extensive on-line chatter and the client's business was up in a flat category in one of the worse sales periods of the year.

Unpractical prizes and messaging are not resonating right now. If you win a diamond, what's it really worth when you sell it? How do you sell it? It's a bit of a hassle. All the more, if you think it through, do women want a diamond from a deodorant?

Imagine they keep the diamond and have it made into a ring or pendant. They get a compliment from a friend. "Wow, nice diamond!" They reply, "Thanks I got it from..."

They either lie about it or they state they're wearing a diamond they were given from a deodorant to every person who asks them about it. Both situations are socially awkward, which is completely counter to Secret's positioning.

Thinking through the intrinsic value you add to the customer's life is the key to making promotions and social media buzz and chatter work for your brand.

This is highlighted in our white paper the 9 Step Guide To Social Networking.

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We did research on this subject and generated a white paper -
7 Rules Of Superior Recession - Proof Design

Highlights include -

1. Good Web Design = More Retail Sales
2. Create Incentives for Consumers to Visit Your Brand Website
3. Keep Best Customers Best and Migrate Near Best with Distinct Loyalty Programs
4. Focus on Branded Connections at the
Point of Purchase
5. Brand Your Customer Experience
6. Empathize with Consumers' Need to Cut Back on Spending
7. Invest in Portfolio Programs and Partnerships with Like-Minded Brands

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As seen on Twitter:

“I am at a long stoplight.” “Oh, I need new shoelaces.” “LOL! Just saw a funny billboard.”

We all know that a useless stream of consciousness in a personal Twitter account can get you un-followed faster than the Pied Piper with a broken flute (unless you’re Ashton).

But what about companies dipping a toe into the social media pool? Experimenting with Facebook, Twitter, Blip and the like? To tackle one topic at a time, let's start with Twitter.

Here are TEN TIPS for Business Twitter-quette:

1.Establish a point of difference for your brand’s Twitter account. Why will people want to follow you? It starts with an objective.  

2. Direct, friendly tone is fine. A serious, professional tone is fine. Any voice is fine as long as it’s true to your brand. Yes, the lessons of third grade are valid here, “just be yourself.”

3. Don’t make it one long stream of self-serving messages.

4. Continuing #3: Give your followers something of real value. Think beyond coupons -- links, games and tips all have value.

5. You only have 140 characters. Your links are essential in telling the story.

6.  No, you don’t have to follow everyone who follows your brand. But it can help in getting your brand out there.  

7. Social media is a conversation. Reply to those who invest their time in talking to your brand.

8. If your brand gets caught in a negative situation, know that your brand’s Twitter response must be appropriate and fast moving.    

9. Invite visitors to your website to follow your brand on twitter.    

10. Be flexible. The rules of engagement are ever-evolving.

The solution to this problem is simple, even if you only have a week to pull this off. I hate to be a Monday morning quarterback, but I've done programs like this successfully for clients.

Here's how you do it:
Web Flash Coupons 101

 

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