If branded entertainment was as madcap a circus as media pundits imply, you would think it worthy of the center ring. In truth, it languishes outside marketing’s big top and in the curiosities tent, somewhere between the Subservient Chicken and a life-size wax statue of Ernest P. “Hey, Vern” Worell.
It is curious. Product positioning generated advertising content from television and movies, from the Congress and groans of the screen when the focus of job seekers blog analysis of telephone directories – selfless yawn from consumers. Larry Dobrow is correct, he said that the current brand integration is tone-deaf, too awkward, and viewers notice. However, his conclusion – "I do not think that there is such a realization method of the effective integration of production" – would be premature. What is the brand integration, the urgent need for a modern Portugal Barnum is a walk through the tent flap bold. Therefore, we may not saving all of these, sucker born every minute, but on a very good performance.
I will not try to match the Dobrow point for point or a joke for a joke, but "toe to toe with Dobrow" could be a real attraction – and the (not obvious) for the publication of the brand integration winning his work. Brand integration model, can provide a real brand of attention and enthusiasm of the content must be complete, vehicles, standing on its own merits. View, such as "blue-collar comedy honeymoon", "on the Flintstones" and "Roseanne." Ralph, Fred and Rose place to work – why do not the Post cereals? So that after the payment of freight. The Post to write the script. Freud assured us that the transfer of any feelings, we should be rubbed in the program development of the brand, like a warm.
Yes, there are hurdles:
Broadcast network practices will never allow. Writers are already strokes that mark interventions are threatening their very special Emmysodes dedicated to illuminate the human condition. And while you may persuade a Fox like to schedule
Transference is a double-edged trait. If warm, fuzzy feelings can humanize brands, creative duds can poison perceptions. Imagine “The Office” set in Redmond. Creatively, you could easily sustain a couple years’ worth of programs — but can you have a workplace sitcom without at least one dumb or ill-tempered boss? Every company has them, but who wants to admit it? The first rule of marketing: Do no harm.
Three words: ROI, ROI, ROI. Production companies bankroll creative costs to the tune of single-digit millions per episode. Extrapolate that to a 26-show schedule, and you’re making a Super Bowl-sized investment –every week — with the juicy buzz that comes with it. A supersize budget, but an indefinite return. Because web metrics so accurately measure impressions (certain brand managers’ version of “return”), many companies instead are trying their branded-content initiatives at lower budgets and online. But think TV’s fragmented? Try luring viewers to your website. However innovative and branded your vehicle, it’s often reduced to a twinkle in a galaxy of 200 million competitors.
You’re right, it’s a “Toe-to-Toe” gotcha: “So let me get this straight. You’re saying that: a) branded entertainment is a tremendous and untapped opportunity and b) it can’t possibly work.” Um …
Admittedly a quandary, but forget not Mr. Barnum, a consummate pitchman. When we think of today’s breed, it’s not only direct-response titans such as “Slap-Chop” Vince, Ron Popeil and the late, great Billy Mays. Total strangers can arrest our attention if paired with the right products or brands. Branded entertainment has been in daily production and circulation for decades; only the hand-wringing is recent. So rescuing it from Dobrow’s Dustbin of Doom may be a matter of recalibrating “best practices.”
Just sponsor a whole show. Ask anyone middle-aged if they know about a certain Nebraska insurance company, and most will say yes — thanks to “Mutual of Omaha’s Wild Kingdom.” On the yellow brick road to awareness, exposure is the very first brick.
Less is more. Bypass big broadcast behemoths, because cable networks are on the front line of innovation now. Discovery’s “Pitchmen” is pulling good ratings while doubling as an infomercial for Sullivan Productions, Telebrands and the goofy DRTV products featured. “The Next Food Network Star” unabashedly celebrates its entire network lineup. Even syndication might work as an affordable substitute, but placement is an obvious barrier. That said, in the foreseeable future, some bold brand will pull the trigger on scheduling a multi-episode branded-content series with its own ad hoc, inexpensive infomercial — like media buys across myriad networks
Let ad experts run the show. Ad axiom: It’s harder to move product than entertain or amuse. Copywriters know how to sell, plus they’re already competent storytellers. Cut them loose, and we’ll experience a new golden age of brand integration. Plus they won’t script each line while suffering anti-commerce snits.
Embrace real reality.
Crazy? Perhaps. But people said that of Barnum as well. He not only embraced the circus, he redefined it as a ritual that survives him a century later.
Previously published in AdAge MediaWorks, Aug. 5, 2009 issue.
January 24, 2010
Bringing More Barnum to Brand Integration
January 18, 2010
Intranet Development: Disseminate Information Effectively
Internet has connected the world in such a precise manner that it appears like a unit now. In the highly competitive world of corporate houses, your long-term success relies heavily on the strategies; you opt for disseminating information – as quickly and as effectively as possible. Obviously, this is the reason why, companies look for a perfect Intranet design lately. In the beginning, Intranet was limited to a few leading organizations because many were apprehensive about its efficacy and long-term productivity. But, now that it has established itself as the must need of modern organizations, companies have been looking forward to opt for new and innovative tools, which can contribute heavily to create a compatible Intranet platform. By having a well designed Intranet, you can make the most of your resources by ensuring the much-needed transparency. On the other hand, it would also prove handy to manage data. An Intranet is all about a private network of computers meant for a particular company or organization. It enables the employees of a company to share information and also facilitates the easy communication among them. Yes, it works on a well established prototype of Internet. In fact, same technology has been used in terms of Client server computing and Protocol Suite.
Intranet software is duly based upon the technologies and tools used in Internet. You can access the Internet all across the globe, while Intranet is meant for the employees of a particular company or organization. Over the years, many corporate houses have built their refined intranet systems that enable them to share and manipulate information. At the same time, it also proves effective by increasing the knowledge of employees, as they can check out the latest news and information – available on the Intranet.
These days, Intranet development has become the buzz word of the corporate industry, as it makes a whole lot of things easier and effective for them. Modern Intranet networks also delete the unnecessary information to make it a clutter free medium for employees. As per their needs, management can also ask for the opinions of the employees by running a poll. At the same time, it can also act as a perfect platform to redress the queries of employees. They can also express themselves by writing blogs and by participating in forums.
November 30, 2009
Branding Yourself
Oh, how we despise to admit the truth in our lack of success in the beginning stages of our attraction marketing ventures. All network marketing pros vividly remember their pitfalls in the beginning. Newbie marketers usually become great at finding out what doesn’t work.
The largest part of the network marketing arena, with millions expected to beginners without making their first due diligence process is focused on researching, identifying cost-benefit analysis of saturated and implemented campaigns. Prioritization and implementation of these tasks are necessary to passively ignore the doom and gloom of the entrepreneurs themselves.
There is no greater value to anyone in all aspects of living than the merit found in
experience, but in this day and age no one has any time to learn the proper plan and
performance of the marketing strategy of the network. In response to this disappointing fact, I've decided to pen this article. Becoming successful in this area will consist of 5 basic elements that are vital and highly effective:
* Branding Yourself – can you have the good of the online community informed, at least in the eyes of your prospects. It is not the business of winning the paying customers to its people. Your marketing efforts depends entirely on the ability to become an icon in this industry. This allows you to create confidence in the hearts of your customers. You want to enter in your own pages and investing sites. Everything Must tied to you, you are your videos, articles, affiliate links …. everything.
* Build Your Own Lists – The majority of the people you encounter will not convert to money on the first occasion. That’s definitely not a problem if you know how to establish a relationship for later monetizing. This is where the auto-responder plays an important role. You have the pportunity to keep in touch with your prospect daily or weekly for regular updates and to keep you fresh on their mind. In the beginning it may not seem so important, but in the long term having a lengthy subscriber list is well worth its weight in gold. You really want to make a massive amount of cash, but on a volume level so you can maximize your list. Its easy to ask someone who knows you to be a great businessman to work on another project or offer. Building rapport becomes an issue of the past with your current list, leaving it only room to grow. You just monetize them over and over again. This is why building your own list plays such a crucial role in the longevity of your business.
* Streamlined Sales Funnel (Funded Proposal) – This is a sales funnel of products specifically geared to benefit your prospects business. This is why it is called a funded proposal. The beauty in this is all the products you market are being used to generate an influential contribution to your marketing fund. The sky is the limit to the group of products your provide to in your sales funnel. Some top earners have managed to get really creative in this part of the process, especially the ones that stand out the most. This is because of originality, which is a by-product of branding yourself.
* Training Platform & Redistributable Marketing System – Now-a-days organizations use a lot of webinars, conference calls and personal communication to their down lines. Its easy to get people to duplicate your activities when you can show them a giant paycheck. The beauty in having this so late in the process is that calls are NEVER a hassle at all. A few quick words of encouragement or insight and they’re off to their millions. People feel privileged to talk to a professional and exhibit a zeal that is extremely contagious. Its as if a celebrity picked up the phone and dialed in to the personal access number of their greatest fan…Seriously!
* Automated Recruiting System – Top earners in this industry know better than to
present their opportunity to their prospects on the front-end because of the excessive
presence of “on-line tire kickers”. It’s marketing genius to present the opportunity on the back-end for two reasons. Number one, you exercise an important concept of modern network marketing known as G.P.T., which is Get Paid Today. You generate income from your prospects before they join your opportunity which is good in case they decide to walk away from your opportunity. Second, you just equipped your prospect with an arsenal of online weapons for success, get ‘em involved in your primary company, it’s all they lack.
Not materialize from the online marketing of your dreams until a blueprint for using these books. Consistency and brevity, to be exact, is for business or …. are dealing with on-line marketing business. I learned from a very
wise individual that you must inspect what you expect. So do your homework and connect yourselves to those that are well versed in this industry. Doing so will pay off handsomely in the long run.
I’ll leave you with this….Success is not determined by the swift ascendancy to the
mountain peaks in life, but in the determination exhibited once those peaks have been
confirmed as small hills in the dark clefts of the valley.
November 19, 2009
Remote Measurement: Telemetry
The term Telemetry, originates from the Greek words, tele meaning remote, and metron meaning measure. The modern dictionary states that it is the science and technology of automatic measurement and relaying of data by wire, radio, or other means from remote sources, as from space vehicles, to receiving stations or system designers or operators for recording and analysis. The primary purpose of any telemetry system is to gather data at a place that is remote or inconvenient, and to report the data back to a “point of contact” where the information is evaluated. Telemetry refers to wireless communications, and is used generally in testing of moving vehicles such as cars, aircrafts, missiles and satellites. National Aeronautics and Space Administration (NASA), European Space Agency (ESA) and other space agencies employ telecommand systems to gather data from orbiting spacecraft and satellites. Telemetry is also used in applications such as electric and water meter reading. This has proven to be more cost effective than having a “meter reader” come by to read your utility meter.
This term also relates to data transfer over other mediums, such as telephones or computer networks. When this system is used for both control and data collection, the term supervisory control and data acquisition is applied. Telemeter is the apparatus used for recording the readings of an instrument and transmitting them by radio. After each telemetry record is read into core, selected data items are extracted and placed into arrays for subsequent processing. Sometimes this process requires extracting and examining the values of one or more data items before the extraction of other items. For instance, a flag in the data indicates which of several formats the data appears in, and the location of other data items within the record depends on this format.
Biomedical telemetry or biotelemetry is the monitoring of biological information from animals and man. The importance of this to basic biological, environmental and medical research cannot be overstated. Since the early 70s, the technology to provide real time physiological monitoring in the medical care units became widely recognized. This technology is used for long-term monitoring of the electrophysiological state of patients who are at risk of abnormal heart activity. In a CCU (coronary care unit) such patients are typically equipped with automatic recording, measuring, and transmitting devices. An alerting function immediately summons nurses if the patient is suffering from a critical condition. I myself have used this type of device when in the hospital for what appeared to be a heart attack (lucky it wasn’t).