Posts Tagged ‘marketing’

Brands Want To Be Like Mike (and Ike)

For anybody unfamiliar with the Mike and Ike story, for over a year now the popular candy has been engaged in an extensive marketing campaign aimed at re-branding their product. Since April of 2012 Just Born (the owners of the Mike and Ike brand) has been running a social campaign- posting stories about Mike and Ike’s breakup on Facebook, Twitter and various blogging sites.

The reason for the duo’s split was down to ‘creative differences’ after the pair couldn’t agree on new flavours and packaging for the candy. Mike was leaving to focus on his music career (his debut single entitled “Strawberry or Die”) while Ike now had the time to focus on his art. The somewhat controversial twist of the pair also filing for gay divorce made the break up even more intriguing and the story was picked up by various media outlets like the John Stewart show- which only added to the story’s popularity. Viral videos (that continue to upload) on YouTube, as well as the Mike and Ike movie added to the hype surrounding the candy duo’s comeback and made the product re-launch a massive success.

Traffic to the Just Born social media sites (and website) has more than tripled since last year and the brand now has over 1 million fans on Facebook. Just Born has also reported a 7.2% increase in sales- the largest in the brand’s history.

The pillars of the campaign were set primarily in:

  1. The Packaging (or the Physical)- This let people know the campaign was for real. The physical aspect of Mike sometimes being scribbled out on boxes of the candy and other times Ike being so reinforced the story being told and made people question if this was for real.

  2. The Digital-  the ability for the brand’s audience to engage with the story in the form of a the two-way dialogue between the brand and it’s audience was crucial to the campaigns success. Leveraging the power of Social media not only built a following, it kept the audience engaged and turned customers into fans.

For me this campaign not only highlights vital considerations for re-inventing brands, it also offers a blueprint on how to do it. Firstly, it shows just how important social media is- to the re-branding process and to an organisation’s digital strategy. It also shows how important it is to the customer (i.e. the brand’s audience).


Let’s take a closer look at this story and while doing so you might consider how you could apply these steps to your re-branding process:

  • Create an engaging brand narrative that is captivating or humorous (or both) to your target audience.

  • Identify the best ways to engage that audience with the narrative. Between Facebook, Twitter, YouTube and various blogging sites it is likely that the market for Mike and Ike candy engaged with this campaign at some point in time.

  • Decide on the story, decide on the media AND STICK TO IT! The Mike and Ike story has been running for over a year now. Sometimes businesses expect social media to work miracles instantly- and sometimes it can- but more often than not it requires work. This doesn’t mean you can’t eventually become as successful as some of the bigger brands out there (case in point here) and build a sizeable following that actually engages with your product. After all it’s not just likes and shares we are looking for, but rather potential clients and fans.

  • Find out who is popular in your target audience’s circles. Make use of endorsements from celebrities, symbols or figures who can reach a wider audience. In this case, rapper/producer Nelly along with NBA basketball player Lamar Odom were included in the campaign to identify with a specific type of audience. This attached meaning to the story and again added to its intrigue and its humour.

  • REWARD LOYALTY. As a way of ensuring that Mike and Ike’s new found popularity lasted and translated into increased sales, the brand introduced a new flavour- “strawberry reunion”. They are also rewarding customers for their engagement over the past year with numerous special offers, promotions and interactive games on their website and Facebook page. This is an important note that is sometimes overlooked; just because a campaign  is “over” it should never really end (especially one as successful as this). Now that you have done all this hard work and increased your traffic (and hopefully your sales), sustain it’s success as long as possible and use it to get started on the next big thing! Just like products, campaigns also have a life cycle.


The Mike and Ike campaign is not the only successful re-branding story that utilized the power of an integrated digital and social  strategy. If you have any others we would love to hear them!

Email Marketing- If it Ain’t Broke…

Email marketing is still one of the best forms of online marketing out there, but it is fast becoming an overlooked tool by many marketers. Around 25% of lead generation, for example, still comes from email marketing campaigns which represents a greater ROI than that of leads generated through social media.

One of the reasons it is still such an effective tool is because email marketing has the ability to reach a specific client and speak to them in a personable way. Email marketing also has the ability to drive customers to your website or a landing page- all the while engaging them with your brand.

While the concept of email marketing is still sound, the problem today is that some marketers are not adapting to the changes brought about by the ever-evolving mobile market. According to a survey by Marketing Land over 58% of 1,100 email marketers said they were not designing their emails to render with the mobile market. Given the fact that mobile usage is increasing dramatically and is set to overtake desktop by the end of 2013 there is a massive opportunity being lost here.

We at Posner know the value email marketing can add to your business from the results we get for our clients on a daily basis. There is an enormous opportunity out there today for businesses to gain a competitive advantage by adopting an email strategy that is designed for both the mobile AND desktop market. While some people may question the relevancy of email marketing today, we highly recommend that it be incorporated into your online strategy.

A report by eMarketer in 2012, for instance, showed that email marketing was still a very effective tool for marketers because the click through rates were still above a level that is considered ‘good’- according to Google Adwords, a click-through rate of around 3% is considered to be effective. The example given below represents the click through rates for the Financial Services Industry, who boasted a click-through rate of around 5.4% at that time (over Q1 in 2012).

Email Marketing Performance

What is even more interesting from this report is that it highlights where these emails are being opened. The graphic below shows that in 2011 over 70% of emails were opened on Desktops with mobile around the 21%. mark. In 2013 around 50% of emails are opened on Desktops while 41% are now being opened on mobile devices.

Open Rate Share Email Marketing

With mobile trends set to overtake desktop by the end of 2013, businesses that adopt an ‘early worm’ policy by recognising the importance of the mobile market could a greater ROI.

Unfortunately what we are seeing for now is a correlation between the increase in the amount of people using mobile devices to open emails, and the lack of marketers who are designing their email campaigns with this in mind. How many times have you tried to open an email on your iPhone or Android and found that you can’t see it properly?

Another reason why email marketing is effective is because it is trusted and because people who open and click through your emails expect that you are trying to sell them something. We have found that clients respond very favourably in this regard to email campaigns. Adding links to your emails is also a great way to increase your SEO and drive your clients to a landing page or website, all the while increasing the length of time they are spending with your brand.

What the future holds for email marketing
The future of email marketing is bright. However, marketers need to realise the importance of mobile and the different rules that apply to the mobile market. The Interactive Service Team at Posner has helped many businesses optimize their marketing and advertising campaigns through a multitude of options for both mobile and desktop. We have found that if your email marketing strategy is not compatible with both mobile and desktop, the fact is that your click-through rates will take a massive drop. Aside from not reaching your audience, it also becomes difficult to evaluate a campaign’s true performance.

Designing an email marketing campaign
While there is no standalone tactic that ensures success with email marketing, our experience at Posner has found that it is important to look at each individual campaign and understand the purpose of the campaign. Instead of sending out a bunch of emails to your entire contact list hoping for success, you should ask yourself:

  • Are you targeting the right demographic?
  • What is it that you want people to do with the information you are sending them?
  • How are they likely to respond to the information?
  • And how are you encouraging a positive interaction with your brand through these emails?

The next thing to consider is whether the information can be accessed on all devices.
While it is important to constantly add new tools to your businesses marketing kit, it is just as important not to forget the ones that still work.

Make Your Sweet Blog Stick with Strategic Inbound Marketing

In today’s business world, the standard for social marketing should be set to “high”. Yet, while many companies are very active with their outbound social marketing initiatives, how much attention is being paid to their overall inbound social marketing strategies?

Inbound marketing draws in traffic without unconcealed or blatant outreach (which would be outbound marketing). Examples of inbound marketing include: streaming podcasts, videos (hopefully viral) and blogging, plus techniques to make sure that a company’s content is easy to find including search engine optimization. After you draw in potential consumers, what makes them STICK to become a “supporter”, “fan” or a “follower”? The answer is GOOD CONTENT. In regards to a website’s “stickiness”, Ann Capps of Artipot.com (@artipot @anncapps) writes: “Driving customers to your site is one thing, but without compelling content they have no reason to stay.”

Make Your Sweet Blog StickBlogs with “sticky” content are blogs with quality, worthwhile, reliable, and perhaps most importantly, relevant content. Of course, these adjectives are all subjective, and that’s why a blogger must know who he/she wants to reach and influence. But just hoping that people will come across your content isn’t enough! A well thought-out strategy is necessary for your content to tally views and for your blog (thus your business) to see tremendous gains. Inbound marketing involves actively, consistently and strategically putting content on the internet for other people to come across while they are doing their own personal searching and browsing.

Now…how do we get the blog seen more? People already searching for something will come across your blog organically if you offer/are writing about what they have searched for and need. This can be done by well thought-out keyword entry, tagging, backlinking (be sure to look for a Part II of this post for tips and tricks on the aforementioned techniques). The right keywords, meta-tags, and linking drives traffic to the blog, and then optimizing in the blog can enhance your SEO standing!

Another great tip is to build relationships with other bloggers: making genuine comments on another blogger’s posts (a blogger who you actually want to be connected with) is one great way to catch that blogger’s attention. After a while, said blogger may link to you from their website. Yes, we’re reaching out, but our actual technique for gaining traffic is a draw-in: blog readers see a link to your blog from a page that they already find credible and are already using, making it easier to gain views because there is, for one thing, less risk of wasted time when someone is recommended another “expert” from an already accredited and trusted source of theirs.

Well, we’ve covered why blogs are so important, and in Part II, we will discuss in further detail how to keep people sticking around you and your content (hence the term “sticky” content). As we said above: “Blogs with ‘sticky’ content are blogs with quality, worthwhile, reliable, and, perhaps most importantly, relevant content. Of course, these adjectives are all subjective, and that’s why a blogger must know who he/she wants to reach and influence.” What’s your favorite blog, and why is it your favorite? Hey—you can even let us know how you found that favorite blog of yours. These things, you’ll find, are interesting to observe in retrospect.

Posner Advertising Ramps Up Digital Services Capabilities

Established Industry Leader in Lifestyle Focused Marketing Increases Capabilities & Solutions for Impressive Client Roster

Posner Advertising, a full-service agency with the credentials, creativity and a passion for building and branding businesses, has been implementing an expansion of their digital marketing offerings. Known for marketing at the speed of change, the well-established agency takes on additional hires to drive a broad spectrum of integrated interactive offerings for their prestigious clients, including;

  • Web Design & Development
  • Branded Social Media Promotions & Pages
  • Video Marketing
  • Content Marketing
  • Inbound Blog Marketing
  • Social Media & Community Management
  • Behavioral Marketing
  • Mobile Application Development & Marketing
  • Email Marketing
  • Content Management Systems
  • Interactive Displays & Kiosks
  • SEM – Search Engine Marketing
  • SEO – Search Engine Optimization
  • Digital Media Planning
  • Custom Reporting and Analytics

Posner Advertising Digital Services


What the future holds…

With the unfolding of this new wave of offerings comes an exciting evolutionary step forward for Posner Advertising.  The agency will be continuing to cultivate their suite of digital services, and plans to make other strategic hires in the coming months.  Stay tuned, the agency will be releasing more news regularly as well as posting updates on their blog.

Posner Advertising, Inc., established in 1959, is a full-service agency headquartered in the Flatiron District of New York. They offer their clients the unique blend of extensive traditional experience and sophisticated digital marketing skills that has facilitated a long history of marketing success stories.  For sales and further inquiries, contact Bob Posner at 212-867-3900 or visit www.posnermiller.com

Are you Missing out on Potential Customers?

Unlike a retail setting where you know customers have found you the minute they walk in the door, online customers can be searching for the products you offer 24/7 without you even knowing.

Every day consumers turn to the internet to research products and services.  As customers search online, businesses often miss out on the chance to engage potential customers because of missing elements on their company website. Read the rest of this entry »

B2B or B2C – 7 Reasons to Consider Social Media

Having a social media presence is no longer an option for most businesses. In today’s online environment, having a social media presence is as important as having a website. Savvy customers will look your business up not just on a general internet search but also on Twitter, LinkedIn or Facebook to see how often you update your pages and how responsive you are to customer comments and questions.

Although, social media is generally thought to be a business-to-consumer marketing channel, there is growing evidence that social media benefits B2B. A Hubspot 2010 State of Inbound Marketing Lead Generation Report states that B2B companies that blog generate 67% more leads per month than those who do not. In a BtoB 2012 B2B Social Media Marketing Report, B2B marketers were asked to choose the most important method used for their social media efforts. LinkedIn was chosen by 30% of respondents, followed by   Facebook (20%), blogging (19%), Twitter (16%) and YouTube (8%). Read the rest of this entry »

Tips for Providing Exceptional Customer Care Online

Providing customers with an exceptional customer experience is essential for luxury brands.  From the way staff greets customers to all of the efforts made to ensure every customer experience is outstanding, luxury brands have mastered delivering customer care that goes above and beyond. To date, only a handful of brands have figured out how to deliver this same level of care online.

A few of the ways your brand can deliver outstanding care online are highlighted below:

Listen to Online Conversations
Brands that have yet to fully embrace social media and digital marketing should at a very minimum start monitoring online brand conversations. Regularly search your brand online and use Google alerts to monitor conversations.  Use Twitter search or free tools such as Twendz to monitor how people are responding to your brand. You should also monitor blogs discussing your brand. Both Technorati and Google Blog search tools are good tools to use for monitoring any brand discussions happening in the blogosphere.

Create Memorable Customer Experiences Online
Most businesses have a strategy in place for providing exceptional customer experiences. This same focus needs to be delivered online. Brands can enhance customer experiences by providing interesting lifestyle content, sharing employee stories, inviting customers to share their own stories and sharing videos and photos that cater to the unique interests of your customers. Read the rest of this entry »

Posner Profile: Bob Posner
Principal of Posner Advertising

Bob Posner, principal at Posner Advertising, has been in the advertising industry for over 25 years. As principal, he oversees the agency resources, strategic development of campaigns and creative and media strategies. We sat down with Bob this week to get a better glimpse of who he is, what he does and what ads make him tick.

Describe yourself in three words. Creative. Insightful. Effective.

Fill in the blanks: Advertising is everywhere in our lives.

If you could do something other than advertising, what would that be?
I’d be a fine artist or an architect.

Read the rest of this entry »