When picking media, we choose the most cost-effective and efficient medium available. From China, where young people spend an average of 16 hours per week surfing the net and only 11 hours watching television, comes the serialized Internet-based medium titled "Lucy's Diary".
In this innovative, successful series, consumers decide what the character Lucy will do every day. This high level of interactivity serves to engage consumers and build brands. Sponsored by Estée Lauder's cosmetic and skin care line Clinique, the story centers on the brand.
According to Marketing Guru Martin Lindstrom, this use of the Internet represents "the next generation of product placement in which the show is built around the brand, the product being the central character". In the future, all brands will be reinforced using online, television, or other media, possibly including mobile platforms, too.
But wait, there's more! There is another brilliant, leading edge brand-building, product placement concept that deserves discussion: www.houseparty.com. A "House Party™" is actually thousands of parties across the United States. Hosted by consumers, these events highlight a product or service the sponsor wants its best fans to experience firsthand and share with their friends. Here's an example:
December 05, 2009, General Mills will sponsor the Betty Crocker® Cookie Mix
House Party™. In homes across the country, groups of consumers will celebrate
their passion for baking. Interested consumers are encouraged to "invite friends
and family over to share recipes, baking tips, and inspiration while creating
cookies that are uniquely theirs".
Starting with Betty Crocker Cookie Mixes, the company promotes discovering "the
endless [baking] possibilities". Party hosts receive "a robust party pack" full
of Betty Crocker Cookie Mixes, recipes, and baking must-haves. Would-be hosts
are vetted with a 12-minute survey. Hosts are expected to blog and tweet during
the party and post pictures on line.
Both Lindstrom and I forecast that more of these brand-centered, interactive net-shows will appear in the near future, creating a more efficient new product placement standard. Extending to mobile, virtual universes, and other leading edge platforms, these new direct marketing media will allow brand builders to more highly target their markets.
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GOOD SELECTION = BETTER RETENTION
If you are not using pre- and post-employment assessments, you are flying without radar---not very smart in today's highly competitive environment. Let us help you better understand your candidates AND your employees. In less than 30 minutes, you will know their capabilities; their work behaviors, even their personality and attitudes (like integrity & ethics), and those can't be trained. It's very cost effective, too! For more information, contact Joyce at 336-210-3548 or e-mail assessments@hermangroup.com. Validated for many countries and cultures. We offer in-depth help with job descriptions, too! http://www.hermangroup.com/assessments.html
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ARE YOU READY FOR THE RECOVERY?
Most employers are unprepared. The recovery next year will bring a new set of challenges for employers that have been in prolonged contracted mode. They will need more skilled workers or will need now to begin to upskill their current staffs. But organizations can not engage in Strategic Workforce Planning, when they don't know how. That's where The Herman Group can help. We can help you with your "People Review"----large or small---so that you will know who you will need and when you will need them. . . and we can also guide you to the best sources for the people you will need. For more information, call Joyce at 336.210.3548 or email joyce@hermangroup.com
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LOOKING FOR A DYNAMIC KEYNOTE SPEAKER WITH A GLOBAL PERSPECTIVE?
You need look no farther. Joyce Gioia (joy-yah) is a sought-after speaker in Asia and Africa as well as Europe, and of course the United States. Joyce shares her knowledge and expertise about talent engagement and retention with business executives around the globe. Her understandings and insights will inform and fascinate you. For more information, call Carol McKinney at 336-282-9370 or visit the web site at http://www.hermangroup.com/joyce.html for more information on Joyce's topics.
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Looking Forward. . .
Joyce Gioia-Herman
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