Posts Tagged advertising
1100 Broadway Agency-Style Advertising Team Creates Digital Solutions for Newspaper Advertisers
Posted by Chris Fehrmann in Tennessean Media Group on January 19, 2011
The Tennessean Media Group’s agency-style division was recently published in the INMA Ideas Magazine. The profile highlights the concept behind the creation of the agency business model inside a newspaper company and how it answers the needs of the advertiser to provides further digital expertise, products and services to their disposal. Skip to page 17 for the article.
Haiti and the Art of the Deal
Posted by BobFaricy in All Postings on February 25, 2010
There have been many examples of the impact of new media in the last couple of years. For some time, the news that leaked from a media-paranoid Iran after elections there via Twitter was a prime example noted by articles and blogs of all kinds. But the current example has to be the money raised through “text donations” for the Red Cross following the disaster in Haiti, reportedly more than $35 million to date. This campaign combined the ease of a text message with the viral strength of social media to spread the word. And both channels were heralded accordingly.
But what really facilitated the ability for this system of donations to work? In fact, it was the business relationships that the mobile carriers have with their customers. With that established relationship in place, there was a mechanism to bill, collect and distribute the contributions. Without it, it’s just a bunch of texts drifting into the digital ether. This system can continue to work, but now the opportunity is also leading to a new start-up to facilitate payments through Twitter, a newer version of TwitPay.
What does this mean for the rest of us? For starters, consumer relationships are more than social connections. They are about financial transactions. Your relationship with your customer can begin, grow and be nurtured by social media. But at the core will be a transaction where value is exchanged for value, and where there will have to be a way to quantify and exchange that value. Social media – and really marketing of all kinds – is what we use to get to the transaction. Successful businesses can start by understanding what relationship they have with their customers now. What value do you provide and how are those transactions facilitated? Then you can apply marketing, media, PR and social strategies to further leverage those relationships, to expand services, increase purchase frequency, get referrals and build more loyal customers.
Branded Entertainment in a New Media World
Posted by BobFaricy in All Postings on January 13, 2010
Recently The Tennessean featured a story about Rink Entertainment, a local company which has carved out a niche in branded entertainment. Getting his start with a young Taylor Swift (I mean, even younger than she is now), Jim Rink now produces vignettes that combine entertainment with brands and celebrities to deliver relevant messages in compelling ways. Of course, as marketers and consumers we’re no stranger to the creeping role of advertising in programming of all kinds.
Now comes social media, built not on entertainment, but on the connections between people. The kind of connection marketers really want to make. So instead of inserting advertising in the middle of entertainment-based programming, companies are hoping to get their messages intermingled with personal communication.
In this environment, the challenge for companies is how to build a sincere relationship with customers so their communication is appropriate and accepted. But for media professionals, and more importantly journalists, the challenge is to be ethical and honest with their audience. Marketers want the benefit of the relationship that media has with their audience, but it can’t come at the expense of that relationship.
Since the core product of the Tennessean Media Group remains The Tennessean, we deal with this directly. We’ve long had a church/state relationship between what we write about as news and what appears as advertising. Every week, more than 900,000 adults in Middle Tennessee rely on us for news and information they can trust. And that’s a relationship we value.
That said, we have a lot of content that helps readers select the products and services they choose to buy. That role can naturally be combined with the help we provide local advertisers. But it’s our job to be sure we make those connections in a way that respects the relationship we have with our readers.
Luckily, there are more opportunities to bring readers and advertisers together in a way that makes sense for both all the time. The evolution of technology has transformed not only marketing communication but the consumer. They are smart enough to know whether or not companies are being sincere, and they have the tools to filter what they want to let in. Meanwhile, companies are getting smarter about building their businesses on the true value they deliver and communicating it in a relevant way. If not, there is no celebrity, programming or third-party relationship that can help.
Welcome to Moving The Needle
Posted by Chris Fehrmann in All Postings, Tennessean Media Group on September 17, 2009
Moving The Needle has been created to communicate and share ideas and marketing knowledge to the business community of Middle Tennessee and the Nashville Metro areas. The authors are all experts in their field of marketing and advertising and will be sharing their knowledge and resources with you on a consistent basis.
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