Archive for August, 2012

#Rule40: How Olympic Sponsorship Rules Failed, And What It Means For Marketing

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3000938-poster-942-how-olympic-sponsorship-rules-failed-and-what-it-means-marketingPhoto Credit: Flickr user Charles McCain

The Olympics are over, but the aftermath of Rule #40 rolls on. Check out Charlie Horsey’s take on the subject in his latest piece for Fast Company here.

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Proud of It

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EventMarketerItList

We are thrilled to announce that MKTG INC made Event Marketer’s It List for Top 100 Event Agencies (again!).  Congrats the entire team–read all about it here.

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Written by Stephanie Rudnick
Stephanie Rudnick

August 29th, 2012 at 10:04 pm

OMMA Gosh

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On October 1, 2012 the annual OMMA Awards will return to New York for its seventh annual celebration of the industry’s finest talents and campaigns. That being said, it’s no wonder MKTG INC’s production for CBS Interactive at this year’s Comic-Con in San Diego made it as a finalist for the Entertainment Award for our CNET Bast Station.  The spot offered pampering for true superheroes, including food and drinks on the house, hot new video games (Tomb Raider, Sleeping Dogs, Hitman Absolution), Prize Pow-looza with drawings throughout the day for gaming systems, tablets and more, charging stations and laptops.

After all, you don’t need to be a superhero to get superhero treatment!

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Written by Stephanie Rudnick
Stephanie Rudnick

August 28th, 2012 at 6:21 pm

Beck to Basics

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beck_sheet_music

I’ve been a Beck fan for years, and I’ve always appreciated his marketing prowess when it comes to serving up music in a different way. When he released “The Information” with a blank CD cover and a sheet of stickers to decorate with, I had an all-out relapse. You see, as a child I was a Colorforms junkie.

But his latest release really takes this concept to a new level: the artwork’s all there, but there’s no actual music. That’s right—the entire album is comprised of sheet music with an illustration for each song. So unless you start playing these ditties yourself, you will be sheet out of luck (sorry, I couldn’t help myself).

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Written by Christopher Skinner
Christopher Skinner

August 28th, 2012 at 5:45 pm

THE BOOMERANGERS: They’re Still He-eeere

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Unemployed-College-Grads-1Photo Credit: ANU News.net

Last May, we posted an article on the Boomerangers—with the slow growth in the job market, it’s not surprising that Millennials are still under their parents’ roofs.

According to Clark University Poll of Emerging Adults, 51% of 18-29 year olds don’t think they’ve fully reached adulthood.  This same survey found out that there are two benchmarks of adulthood: Taking responsibility for themselves and financial independence. Though Millennials are receiving at least some support from their parents, don’t think that they are delaying adulthood—rather they are redefining it.

Between exploring the new adulthood and seeking a job in this dismal market, Millennials remain resourceful in creating income opportunities. They juggle multiple gigs and freelancing jobs—from Jills-of-all-trades to Manny’s (Male Nanny’s). According to a MetLife Study, Millennials are 8% more likely than the general population to work extra hours, take on second jobs, and generate DIY incomes.

Companies should tap into Millennials’ talents, like Yo Pros at MasterCard Business Resource Groups and help them find success in their hometowns, like Global Cleveland’s Tap Into Ohio City program. Boomerangers need lovin’ too, particularly in this phase in their lives. Their hometowns should learn to embrace their return and leverage the “brain gain” from Boomerangers to benefit to their cities.

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Written by Alayne Luistro
Alayne Luistro

August 27th, 2012 at 5:03 pm

The Anatomy of Fandom: Jocking Jay-Z

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jay-z-nets-logo

Hi, I'm Jay. I have a bridge to sell you.

“We will turn Knicks fans into Nets fans. It’s part of success.”

Those were the words of the Nets Russian billionaire owner Mikhail Prokhorov at an introductory press conference back in 2010 (via NYDailyNews).  His first real foray into the American spotlight, Prokhorov already began laying the groundwork for a marketing campaign to steal NY’s basketball heart, regardless of what happened on the court.

Stationed just across the river from the ‘Mecca’, the Brooklyn Nets will attempt to maintain their existing fanbase in NJ (all 3 of them) while simultaneously trying to make you forget they were ever there.  What will likely be a case study in strategic and persuasive marketing, the Nets have a few things on their side.

First up is the state of the Knicks organization.  Fresh off a first round flame-out, ongoing issues with Amare Stoudemire and letting Jeremy Lin head to Houston, Knicks fans are far from content with James Dolan & co.  If Linsanity is in full swing in Houston while the Knicks are floundering, the allure of an alternate option may begin to gather steam.

Second: $$$.  Having an owner with endless pockets can’t hurt, as shown in the offseason acquisition of Joe Johnson and efforts to pursue and land Dwight Howard (albeit unsuccessfully).  Off the court, these funds allow Prokhorov and team to put the Nets front and center in NYC, as they they did in 2010 with their ‘blueprint for success’ billboard near Madison Square Garden.

Finally at the core of this campaign sits Jay-Z, whose standard introduction now takes about 30 seconds to complete – rap legend, fashion entrepreneur, producer, club owner, NBA owner, Blue Ivy daddy, etc.  The main source of the Nets ‘cool factor’, Jay brought instant street cred. and status to a brand that had been relegated to…well…Newark.  It was a no-brainer for Prokhorov to put Jay at the forefront of the new brand image, from his aforementioned, pun-filled ‘blueprint’ billboard to crediting him with the design of the Nets new logo.  The latter which is a simple, black and white visual evokes memories of when N.W.A. made the LA (don’t call us Oakland) Raiders cool.  (Side note: check out the hilarious, albeit short-lived “Logos By Jay-Z” tumblr site to laugh at HOV’s design prowess)

The Nets efforts mark an almost unprecedented marketing strategy for a professional sports team; rebuild the brand around an iconic owner, while almost seemingly distancing themselves from promoting the actual product.  In late September, the Nets will open the the Barclays Center (their multi-billion dollar home arena) not to a basketball-based celebration of the team’s stars, but instead to an 8-night back-to-back-to-back-to-back (you get the picture) concert series by their part owner.

The Nets have based their strategy on capturing and harnessing the romanticism of Brooklyn (from the Dodgers to Biggie) and combining it with Jay-Z’s superstar status.  The seemingly unfounded element in Prokhorov’s declaration to steal Knicks fans is that ultimately, no wants to align themselves with a losing franchise.  Basketball fans will wonder whether Deron Williams and Joe Johnson are enough to tilt the scale of basketball fandom in NYC, while the Nets Front Office will continue to  say ‘but look at all the pretty lights!’

At the end of the day, being labeled a bandwagon jumper is the scarlet letter of fandom – a black mark on one’s track record that diminishes all future celebrations in the eyes of your peers.  Just ask the Knicks flagship fan Spike Lee, who recently declared that he would not become a Nets fan despite growing up in  Brooklyn.  While you may see a few more New Yorker’s rocking the black/white of Jay’s new brand, it’s a leap of faith to assume that the masses will leave their lifetime’s worth of memories at MSG behind.

If you believe that, there’s a bridge to BK I’d like to sell you…

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Written by Stephanie Rudnick
Stephanie Rudnick

August 22nd, 2012 at 2:48 pm

Lifestyles of the rich & instant

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rich-kids-of-instagram-default

Thanks to the likes of Facebook and Instagram, obscenely rich kids have more ways than ever to flaunt their private helicopters and professional-grade golf courses. Irritating yes, until someone has the bright idea to put all their photos in one place, in gold frames nonetheless, to create a “love to hate” viral sensation.

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Written by Christopher Skinner
Christopher Skinner

August 21st, 2012 at 4:20 pm

Fields Of Green

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RachelleMcD

Photo Credit: Ryan Beickert

MKTG INC’s East Coast President Rachelle McDonough tells MediaPost “the path to brand success is clear: frequent, authentic, direct interaction with real life consumers.” Click here for some strategic guidelines marketers should follow when building a field network (it’s easier than you think!).

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Written by Stephanie Rudnick
Stephanie Rudnick

August 20th, 2012 at 8:56 pm

Move Over Millennials

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Most of us are still amazed with how much we can do with technology these days. Whether it is paying for Starbucks with your iPhone or adjusting the temperature of your house from any Internet-connected device, screens of any size are changing how we interact with what is around us.
For the children born in the last three to five years, they will never remember a world without a mobile phone or a touchscreen of some sort. Welcome “Generation Screen,” the generation that is always connected and served information on displays everywhere around them. Are you ready?
Not even the largest companies are taking this as seriously as they need to. According to IAB, only 45% of Fortune 500 companies have a mobile optimized site.
Read the full article on AdAge.

Kids_iPads

Photo Credit: kiddytrack.com

Most of us are still amazed with how much we can do with technology these days. Whether it is paying for Starbucks with your iPhone or adjusting the temperature of your house from any connected device, screens of many sizes are changing how we interact with the world around us.

Welcome “Generation Screen,” the generation that will never remember a world without Internet connectivity and touchscreen interfaces. While this generation is only three to five years old now, they will be the audience brands will cater to in the not far future. Are brands ready for this?

The truth is, many aren’t ready. Not even the largest companies are taking this as seriously as they need to, as IAB recently found that only 45% of Fortune 500 companies have a mobile-optimized site.

Read more on AdAge.

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Written by Admin
Admin

August 14th, 2012 at 5:29 pm

Happy New Year!

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NFL-nfl-4311909-1280-800Photo Credit: FanPop.com

The Olympics are great.  Every four years I get to become an expert in sports that are so far outside the mainstream I’m not sure they actually exist (looking at you, Trampoline).  Every moment of the Games, from the diver that fails to rip the entry on his inward reverse double pike somersault to the dressage rider that picks the perfect musical selection, I get the satisfaction of feeling like I am entering uncharted sports waters.  And that I know exactly what I am talking about.

But in a few days all of that will be over, and we will once again turn our attention on the great American wheelhouse of sports gluttony: football season.  What was once a weekend of relaxed Saturday and Sunday viewing has morphed into an uncontrollable beast of obsessive fantasy updates, game broadcasts every night of the week (yes, Montana vs. Idaho on Tuesday counts) and blatantly irrational screaming at television sets.

With all that action, here are 3 can’t miss opportunities this season:

1) NFL ’12 App: if you’re an out of town transplant like me there is nothing worse than being forced to watch the games Fox and CBS want you to watch every Sunday.  Enter the NFL ’12 app, a handy little program that will get you everything you could possibly need, from the radio broadcast of your choice to live Fantasy Football integration.

2) Nike.com/NFL: Don’t take this the wrong way, but it’s time to throw out the crew neck sweatshirt with the chili stain down the front.  Now that Nike has taken over as the official supplier of NFL uniforms and sideline gear, there’s no excuse for showing up to the bar/stadium/friend’s apartment in old threads.  With NFL themed jerseys, tees, polos, custom kicks, hats and more, there’s something for everyone.  Even you, Uncle Joe.

3) Friday Night Lights isn’t just a book, movie or (ugh) tv show-go watch your local high school team.  It’s the purest form of football there is and beats the heck out of another night wasted in that dingy bar you always go to.  Plus, you might be surprised by the local talent; check out rivals.com for the latest list of the top recruits in your area.  Who knows, it might be the scoop that wins your 2019 Fantasy league.

So there you have it.  Once the good ole USA is finished winning the Olympics put away your synchronized swimming scoring rubric and break out the face paint.  Football is back.

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Written by John Seiler
John Seiler

August 13th, 2012 at 3:07 pm