Red Bull Takes Marketing to Sky High Levels

My desire to go skydiving, bungee-jumping, or deep sea scuba diving is pretty much nonexistent. You won't see me holding up the line to go rock climbing on the edge of a mountain any time soon. But I know plenty of people that like to jump out of airplanes for fun. Usually their lack of fear is impressive. Not anymore. Now if you want to impress me, I expect a free fall from space okay?

I panicked a little when Felix Baumgartner plunged from his capsule. I also learned a few things that I will keep in mind during my next marketing plan. The powerful success of this event is due to the fact that Red Bull's existing marketing message is consistent with the events they sponsor. Now, Red Bull really does give you wings. Or in Felix Baumgartner's case - a capsule that will elevate you nearly 24 miles above ground.

1. Identify roadblocks & manage them. Baumgartner prepared for this jump for seven years, giving him plenty of time to back out. Once realizing he suffered from severe claustrophobia in his pressurized suit, he learned how to manage it. Over 100,000 feet above New Mexico, in open space, Baumgartner felt claustrophic. Go figure.

2. It’s okay to ask for help: Baumgartner's jump wouldn't have been successful without the support from NASA. They helped guide him from start to finish. When his face shield started fogging up, they worked through it. When he didn't respond quickly to checklist items, they reminded him to communicate. It's all about teamwork.

3. Take chances: Saying that Red Bull took a chance as the Stratos Jump sponsor is an understatement. "His blood could boil. His lungs could over inflate. The vessels in his brain could burst. His eyes could hemorrhage. And, yes, he could break his neck while jumping from a mind-boggling altitude of 23 miles," the Associated Press reported. Imagine the PR Crisis that Red Bull would be in if something went wrong? It would be horrific. Regardless, Red Bull took that chance and everything went off without a hitch.

4. I still have no desire to jump from an airplane.

Were you one of the 8 million people that watched the jump? What did you think?

- Marysa Miller
You can follow me on Twitter @marysa_miller

3 Non Traditional Ways to Follow the Hofstra Debate

YOUTUBE

YouTube, in partnership with ABC, will livestream the debates worldwide.
To view them, click here.

XBOX LIVE

Xbox Live subscribers are invited to watch the debates live via the game console. Users can submit poll questions on Twitter by using the hashtag #Xboxpoll.

TUMBLR

Any potentially viral moment during the debate will be turned into a "live-GIF" thanks to Tumblr.

Synergy University: Facebook Promotions 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

Facebook recently started rolling out promoted posts.  If you are new to the social media game or want to encourage fans to participate in these promotions, we have compiled a few tips to help you get started.

Remember why people are on Facebook: Facebook has not become the go-to destination for online shopping.  A person will “like” your page because they had some interest or connection to your brand. Use your page to promote offers and discounts specific to people that are Facebook fans.

            ENGAGE!  If you want fans to engage with you, you have to be engaging.  Ask questions.  Ask people to “like” or “share” something if they agree or disagree.  A little bit of encouragement goes a long way.  Include links to outside sites such as blogs or a website to help drive traffic to one location.

  
   Analytics are important.  Track ad results to ensure that the money you spent is being used well.  With promoted posts, you can hover over the number of people reached to see further statistics.  If your promotion is doing well, consider expanding your reach with a higher amount on future promotions.

We want to know: Would you be encouraged to purchase something from a brand you trust through Facebook?

Managing Your Social Media Presence(s)

Social media is taking over the world. Whether for business, or personal use, everyone needs to maintain an online presence. But with over 350 various networks in which to belong, it is all to easy to overwhelm yourself into abandoning the project all together. 

The first phase is to determine where you should be marketing. Besides what I like to call "The Big 2" (Facebook and Twitter), most social media sites are designed to serve a specific function. Pinterest is better for people looking to use photos and visuals. However, if your looking to post written text and links, Tumblr is designed for blogs. For most businesses though, you shouldn't try to expand into all of these sites, just find the 3 or 4 that work for you.

In my experience, the best bet is to do what you know, and do it well. Unlike marketing for a brand, which needs a consistent aggressive presence over a wide range of networks; maintaining a personal online presence can be much more lax. So pick your favorite network, or your favorite few networks, and make them most of them. "Pimp" out your profile with apps and add-ons, post (appropriate) pictures, and let others know whats up with you. The real secret to successful social media networking is that your profile is not about you. It is about what you have to share with your friends.

A rookie mistake for social media newbies is also to have your twitter feed (or Facebook Status') linked to auto post to other networks (ie, linked in). Tweets are for twitter only. If you post everyone of your tweets to every single social network you are on, you will make your audience crazy. Twitter is designed to have a live stream of constantly updated recent news and events. 50 tweets in a day won't bother anyone on twitter, but 50 Status updates, will leave you with no Facebook friends. So Remember, each network is unique, with its own unique purpose a separate audience. "Target" your posts to the network you are using. For example, twitter followers tend to respond to updates about "trends" or current events, while your friends on linked in would appreciate a relevant blog post, link, or article. 

By using each network as it is intended, you not only maximize your social presence, but you also eliminate the need for surplus accounts (and maybe save yourself some sanity... and time, you can spend interacting with human faces instead of computer monitors). 

Several programs exist to allow you to do this cheaply and effectively. The most widely used being Hoot Suite. Hoot Suite allows you to post on multiple sites at once or just one. You select which sites and what to post, and when to post it. Take advantage of these programs if you aren't already, it will make your social media life easier and more efficient!

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By: Will Pearlman

Combining Print and Social Media Marketing: Augmented Reality and Digital Watermarks

Modern Marketing has shifted to weighing heavily on social media and the internet. In part, because it is cheap and it can be effective, sometimes. As the marketplace dynamically changes on a weekly basis with the latest app, finding the latest ways to integrate your online and traditional marketing are the key to business success. Here are some of the latest ways using Augmented Reality and Digital Watermarks!

Aurasma

One of the coolest current technologies out there is an app called Aurasma. This app uses whats called, Augmented Reality Actions or Auras to display videos on a piece of mail through the app on your phone. Which video plays can even be coded by several criteria.

Aurasma Demo:

The Pros:
This type of technology is very cool and highly engaging. Aurasma is an app they would have to download for this to work so including this in an ad where you say something like, "watch this postcard come to life using Aurasma from the App store" could intrigue someone into checking your ad out, just out of curiousity, even if the offer doesn't catch their eye.


The Cons:
The one MAJOR con is that this technology is not widespread yet. Most people won't even pick up on the idea that the postcard can turn into a video through their smart phone. You definitely would have to explain how to use the feature on your advertisement. I listed this as a pro as well, but that depends on your demographic. If you are marketing to a tech-savy group, then this would be a great way to engage them. However, for the average person, this might be a little too advanced at least at the moment. Moreover, effective video content is not always the cheapest or easiest thing to produce, especially for small and local businesses.

Layar

Another great technology, especially for those who offer a variety of products, is called Layar. Layar allows you to add digital links and information on your phone when holding it over the mail piece. It operates in a similar manner to Aurasma using augmented reality.

Layar Demo:

The Pros: This is extremely valuable to anyone who would use a catalog. This would allow your customers to flip through a catalog and when they like a product, they can simply hold their phone over the catalog and place an order or find out more information. Allowing your customers to have the tangible catalog with the ease of digital media will make their experience interactive and more enjoyable. Layar also works well with regular mail pieces as well, allowing you to add digital content to any mailer.


The Cons: Similar to Aurasma, Layar is still new technology that most people are unfamiliar with. However, this app is much simpler to use and I would expect it to catch on much quicker than Aurasma.

Digimarc

The last app I'll talk about for now is Digimarc. Digimarc is similar to Layar in that it is a way to place digital media on a printed mailer. However Digimarc goes a little further by creating a watermark. Unlike layar, where the content is place above the mailer, Digimarc places it in the mailer. The app acts almost like a secret decorder ring from those sugary cereals we ate as kids.

Digimarc Demo:

The Pros: Digimarc is a good tool to catch people's attention on an ad: "Use the Digimarc app to decode a secret offer in this mailer!" It is also relatively easy to use and actually integrated into Pinterest. Digital watermarks are the future, because they do not require any visible mark, that means no QR code!


The Cons: Digimarc is a little more complicated to use and everything must be printed on the image. However, with digital watermarks, be careful if you make a "secret offer" you are not isolating those customers without smart phones or those who just don't use the app. Also, digital watermarks aren't quite as impressive or advanced as augmented reality, but it is currently more widely used.

Interested in more information on Synergy and how we can help your business grow? Give us a call today at 714-824-3780 and speak with one of our friendly and knowledgable Sales Representatives who can answer all your questions.

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By: Will Pearlman

Passive Aggressive Marketing: The Best Way to Reach New Customers!

Your in control of how the public views
your company, so make yourself known!

No matter how big or small your business is, the desire to grow and reach new customers is constant. The most effective marketing campaigns use a multichannel approach. But, you must ensure you are marketing to the right audience in the right way. A layered campaign involving a broad and passive approach working simultaneously with an aggressive and narrow marketing strategy is the most effect way to build your client base. In order to maximize this dynamic marketing style, an understanding of whom to which you are trying to sell, and the range of your marketing spectrum is required.

Going Big and Passive!

Awww, cute. Is your company
the big teddy bear everyone likes?

Prospect marketing must expose your brand while engaging potential clients in need of your company's services. For brand exposure, a passive approach must be taken. Advertising mediums such as television, newspapers, internet, and radio are great ways to make people familiar with your company name without a high pressure sales campaign or annoying spam messages. Brand recognition is built through repetition and familiarity. While building brand recognition, try to avoid over exposure; you don't want people to develop a sense of frustration or agitation because your company is everywhere. Just make a clear presence without over exposing. (less is more . . . and cheaper!)

The more people hear your brand name, the more comfortable they will become with it, even if they have never previously done business with your company. In psychology this is called habituation - the process of becoming familiar and therefore comfortable with an elicit stimulus. Familiarity is one way to draw potential clients to your company. Make people recognize your name, even if it is just locally or regionally. Then, as people recognize your brand, you can tell them what your all about in a personal and direct manner. This is where the narrow and aggressive side of your marketing campaign takes over.

Getting Personal

Make sure your offer has a personal touch.
This way prospects feel like your ad is a gift!

Whether your brand is established or not, you want your marketing strategy to feature a specific prospecting campaign to target potential customers who are in need of your product or service. Many data companies out there can filter lists for countless criteria, such as; industry, sales volume, number of employees, geographic location, etc . . . Determine who the target audience is for your company through the various criteria and then target a direct mail campaign for these potential clients. Send an aggressive offer or sales message to them displaying how your company will resolve their problems. Appeal to them using a specific offer that will positively effect their lives. 

Be Personally Aggressive, Communally Passive

Keep the aggressive marketing out of the mainstream! Make sure your company has a passive brand image in your broad and highly public marketing campaign. You want your community to view your company as a positive influence in their daily lives, not an aggressive advertising nuisance. With that in mind, when you send direct mail to people in your community, use a personalized and specific offer, they will not see it as a nuisance, but as a welcome invitation for a great deal on a local service. Moreover, if you have a pleasant brand image thanks to your passive marketing, then your direct customer contact will be a welcomed and informative offer to those who receive it!

Everyone has personal needs and so does your company,
but present your brand as a part of the community,
then market to each individual based on
what your business can do for them!

A combination of an aggressive, specific appeal with a passive, brand recognition campaign will generate a network of familiarity for your brand within the local community. Even if you are a national company, a regional campaign themed to a specific demographic area will generate additional local growth. If you can coordinate a well-targeted, aggressive, personalized prospect mailing campaign with a broad, brand recognition approach, you will undoubtedly see your business boom!

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By: Will Pearlman

The 3 Basic Themes of A Viral Video

Nowadays everyone wants to grow their online presence and exposure. Nowadays everyone wants to be a part of the "online sensation." Nowadays everyone is posting a blog, creating a Facebook group, and adding a Twitter account. But, nowadays your blog is just another one among billions. So how do you differentiate yourself from the others in a cluttered cyber universe? The answer is viral. 

(Source: http://beinglatino.files.wordpress.com/2011/02/viral-videos.png)

We all know about viral videos, games, photos, websites, etc . . . They catch like wildfire and within a week a page can go from 100 views to 10 million. But what elements cause something to go viral? If everyone could make something worth being viewed 10 million times everyone would. However, if you examine most internet sensations, you can simplify viral phenomenons into 3 simple categories:

1. Shocking

A shocking video usually generates traffic on any site. Whether its because of violence or absurdity, if it surprises people, especially if it is unscripted (or semi-scripted such as a flash mob), they will be drawn to it. While most businesses would not want to draw traffic for a "shock" video, for some companies, this might be an effective way to bring your target demographic to your site. However, many consumers can be turned off if you choose the wrong type of "shock." A scary video that makes you jump at the end might be good for a movie company, but if your a financial planning firm, shocking your potential customers might not be the way to go.

(Source: http://www.blogkindle.com/wp-content/uploads/2007/12/shocked.jpg)

2. Humor

Humor in viral videos can be achieved in many ways. For the internet, the most popular videos tend to be awkwardly funny. Unless they are highly scripted and situational (which usually means you have a decent budget), awkward videos are a great way to make people laugh, get your brand recognized, and avoid blowing your budget. Maybe your video is an awkward customer being helped by your friendly employee but the customer is so awkward it is humorous. You could make the video a confusing everyday situation or just a really strange combination of things in a photo that somehow work together. The key is making sure it is outrageous. If you keep your humor within reason it will not go viral online. 

(Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1S8ros2VEg_kb7RRoExSPiaBlOF95jLhkD30c1qY0708dQ4OC6Ka0amvqH_uOIC2QuDfnFNxKN67GUODXKYExayYfdlzWf86JwehxavrhBsFAY9xAIoQKht7r2b6PlkMdBoPlxdAu_kyo/s1600/ComedyMask-line.gif)

3. Sentimental/Cute

Sentimental videos are very difficult to achieve viral status with for a business. Most cute/sentimental viral videos are of kittens cuddling with dogs and disabled individuals accomplishing incredible feats. While those can be inspirational, they usually lack production and the intent of generating brand recognition for a company, outside of the healthcare industry. However, if your a financial or insurance company, or in another similar industry, you can create a sentimental video targeting your demographic. While youths tend to be less interested in sentimental videos, more mature citizens - who are now more active than ever on Twitter, Facebook, and YouTube - will value a well produced and written video that associates your company with their emotional concerns. 

(Source:https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAblxyr9nSiJtlfPilS5JExdjIQnmYTcpF1xKE7dnb3RoNOupGpB31Lyqnv_jQRLlYsP78Zmq586Ax_VzwViMca7bzn5LrgXVdgJvumhI9WPNCAZHKBSa4yFCZW0aoPT00WGO31-XuQH19/s1600/retired+couple+on+beach.jpg)

Marketing your company through an internet ad on your website or YouTube could be a great way to boost traffic if you can pick a theme and style relevant to your business. Remember though, if you miss, MISS BIG. A big miss has a much greater chance of generating traffic than a conservative miss, which will get lost among the masses online. And, if you miss big, you will still generate traffic, if for no other reason than curiosity.

While there are many other aspects involved in designing a viral video, these three categories are the basic types of videos that go viral. Just make sure when making a viral video you understand what you are going for and go BIG. If your going for a sentimental appeal, really try to draw on people's emotions. If you want to make people laugh, make sure they're in tears. If you want to shock people, make sure they jump out of their seat. No one forwards a video that makes them slightly chuckle. But a properly designed viral video can boost traffic to your website and ultimately boost your name recognition and sales.

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By: Will Pearlman 

Check Out Some Great Viral Video Examples Here!

Guerrilla Location

So you’ve been in business for a while, you’ve got a decent client base in your area, but of course, your looking to grow. However, budgets are tight and you can not just spend on endless advertising. Traditional methods can be effective, but once your business is established, how do you grow beyond your reach without overreaching?

The answer is what I like to call Guerrilla Location. Now most people at this point have some idea about street or guerrilla marketing. Between YouTube videos of flash mobs and street art campaigns you might have seen locally, guerrilla marketing have become an effective new force in advertising.

Street marketing has exploded for several reasons; it’s fun, it's cheap, and it leaves an impression on most consumers because it's usually unexpected and ostentatious. You rarely have more than a few seconds to catch the attention of your target customer so in that short time frame, what are the best ways to leave a lasting impression?

The first key is to understand what else your targeted demographic does in isolation from your industry. Maybe you produce skateboards and have been advertising in skating magazines and on local TV, but your looking to grow. You obviously know who is skateboarding and where they ride their boards, but what are the skateboarders doing when they are not riding their boards? Are they at a concert, if so what bands? Are they at the mall, if so what stores are they shopping at and what are they shopping for? Find events or other products your demographic uses, even if completely unrelated to your product, and make an advertising presence there.

The Key is to Stand Out!

Once you have determined other products or locations your target customers utilize, there are many creative and low cost ways to get your brand out there. It is one thing to sponsor an event; it’s another thing to leave a memorable impression at one. For this example, something like a giant 15 foot skateboard could be erected outside a concert venue in a public area - a low cost, fun way to keep your customers thinking of you. People will laugh at it, remember it, maybe take a picture with it; then post that photo on facebook and eventually your brand will be on their mind the next time they look to buy a skateboard.

This basic principal can be applied to any business. The biggest concern is understanding what your customer’s other needs are and creating an advertising presence in those locations. If this is done on a consistent basis, perhaps at least once or twice a month depending on your size, market, and industry, you can generate substantial brand growth through word of mouth about all the fun and creative advertisements people have seen for your brand.

 A Guerrilla Advertisment Can Be Anywhere!

If you can find a high correlation between customers in your industry and another industry, advertise at events in those other industries. You will stand out as your industry's sole representative and still effectively target your demographic. Perhaps you'll even bring in a few new clients who never used your industry but,  seeing your brand in conjunction with others, might inspire them to give it a try. Creativity in location can be more effective than your actual message, simply because you stand out. Find what your customers enjoy and do outside of their role in you industry and pursue expanding your marketing campaigns to these locations. 

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By: Will Pearlman

Viral Marketing for the Every-Man (I mean, Marketer)

We talk a lot about the importance of integrating direct mail with new technologies and new trends in marketing. Its what we do all day we get a little.... enthusiastic, to put it lightly. But one such new technology we can't seem to get over is Synergy Vx. 

Not only does Synergy Vx easily integrate with direct mail, but it is a no maintenance, no installation, no worries solution for all your marketing programs.

Synergy Vx is a custom landing page and analytics software platform built specifically for direct marketers that’s proven to dramatically increase response, engagement and ROI.  Simply put, Synergy Vx will increase campaign response and ROI, while decreasing the resources necessary to implement them. Simple. Secure. Scalable.... and sharable. 

See for yourself:

www.synergyvxpromotions.com 

How does it work?
It is simple really. It all starts with one of those friendly little PURLS we all know and love. Direct recipients of any marketing materials to a customized, branded landing page designed highlight your offer and collect valuable customer information. Straight forward enough.

Stand on your Soapbox... and Tweet.

....Umm... hello out there?

"Extra! Extra! Read all about it!" Back in the days when newspapers were the only source of mainstream news, a platform and a booming voice were all anyone needed to gather a crowd for a big announcement. But now days, calling attention to your company is not so simple. Big brands and small companies alike are screaming about their products and services from every rooftop, platform, stage and soap box they can clamor to the top of- and customers are sick of hearing it. Instead of gathering around these screaming corporate giants, people are essentially hiding from them; opting out of emails, “un-friending” on Facebook, or un-following on Twitter. What is the trick to gathering a crowd that is not only listening to what you have to say, but actually engaged, excited, and ready act on your announcement?

With more than 16 million facebook
fans, Skittles gets social media.
Their quirky funny status keep fans
chuckling and always ready for more.

To really keep virtual friends and fans engaged in your online brand you need to speak to them about something of interest to them specifically. Don't be afraid to give back to the community.

Guerrilla marketing- What Marketers can Learn from Street Artists

Most of us have gotten the email - the super dimensional chalk drawings done on sidewalks, streets, and alley ways has virtually circled the globe a few times, and with good reason. Instead of going to Gallery owners, art brokers, and museums, this talented artist took to the streets and started putting his temporary chalk images in the center of busy civic centers and walkways, gaining permanent recognition in not only the art community, but the advertising community as well- and corporate giants are now following suit, putting branded images in unexpected places.  (Thank you to redjellyfish.com for their collection of street art pics, I borrowed a few)

But there is more to be learned from street artists than just how to get your images seen, street artist are masters of "Guerrilla Marketing"- getting their opinions, messages and art to the masses without breaking the bank or utilizing tired and dated tactics. Street artists are very 'avant garde' in their approach, and the world of  advertising and marketing could take a lesson or two.

What I Learned from Hootsuite's holiday Hoax:

HootSuite has managed to sucker me into reading their emails, and probably forever. While usually I cannot delete corporate blasted emails from my inbox fast enough, HootSuite's clever April's fools prank convinced me not only of their reign over the realm of twitter add-ons, but also of their marketing teams prowess.

On April 1st, I received the following email with the subject "HootSuite Pivot - CONFIDENTIAL & INTERNAL"  from a Mr. Ryan Holmes, CEO of HootSuite, which reads:

Board, Investors and Friends,

Things have been going really well at HootSuite for the last while, but after watching the massive growth of Zynga and the likes, I've been thinking a lot about if we are in the right business? Building on top of third party platforms can be challenging, and the team and I want a change. I know that this will come as a surprise, but as of today we're pivoting business models with the launch of Happy Owls (screenshot and link to private beta below). This game is really addictive and I think we stand a great shot of making an even bigger splash in a really fun market. 

As always I appreciate your support, and please keep confidential until our public announcement on Monday. 

Ryan
______________________________
Ryan Holmes, CEO
HootSuite - Social Media Dashboard