IMC Hawks Blog

Category: Branding

  • HubSpot: The Transformation From Outbound Marketing to Inbound Marketing

    Among the large variety of social media in today’s society, HubSpot, although not very well-known, has been a major pioneer within its field and has generated great success. HubSpot was created by Brian Halligan and Dharmesh Shah at the Massachusetts Institute of Technology (MIT) in June of 2006 and has been rapidly growing ever since. It is new strategic marketing software that is actively helping over 7,500 companies within 46 countries by generating personal research including blogging, social media, email marketing, etc. Hubspot’s marketing techniques have been used for online companies such as Twitter, LinkdIn, among many others.

    Brian Halligan, one of the co-founders of HubSpot, stated the following in one of his blog posts on the site: “Rather than doing outbound marketing to the masses of people who are trying to block you out, I advocate doing “inbound marketing” where you help yourself “get found” by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a “hub” for your industry that attracts visitors naturally through search engines, the blogosphere, and social media. I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing, and I advocate that those ratios flip.” This is the driving force behind the company today.

    With the competition that is present in today’s business world, it is crucial to have a tactical plan to further market one’s brand. HubSpot achieves this by taking the best inbound marketing techniques and combining them into one spot, which is exactly what HubSpot accomplishes. This innovative tool is not free, but there is a free trial run that one can sign up for prior to buying a full subscription. In a country where the use of social media has increased a whopping 356% in six years, it is no secret that social media is now a competitive market. A company generally needs to be utilizing social media better than their competitors to be successful. HubSpot helps with this because it compares a company to their competitors on a social level and teaches a company how to develop and grow faster than its competitors. It also educates companies on how to create exciting, new content for the public and how to use cross-channel campaigns. These services that HubSpot offers allow businesses to stand out in today’s very crowded business market.

    The proof that HubSpot is effective is in the statistics. Studies show that on average, after three months of use, HubSpot users experience 32% more leads per month and 24.6 times more leads after twelve months of use. In 2011, HubSpot grossed over thirty million dollars in revenue. Internationally, HubSpot is growing at a rate of 200% a year and even has scheduled to open a new headquarters in Dublin in 2013. The opening of this new headquarters is expected to provide 150 jobs for the citizens of Ireland and already employs 300 people in the United States.

    Since the creation of HubSpot in 2006, the company has been quickly evolving. Not only are more companies using it, but the company has provided many jobs in a time where new jobs are a worldwide necessity. With the increase of social media influence in society today, companies such as HubSpot are essential in aiding a company convey its message to a large pool of consumers.

    –Sasha De Vecchi, Lindsay Gallagher, Jay Reilly, Cary Welborn

  • I Am.. Authentic?

    What makes an advertisement authentic?  Is it the product, or the ways in which marketers try to make the product seem appealing to you, the consumer?  In today’s society, companies are constantly trying to discover the next great idea that can sell a product.  Whether it is a new logo on the product or a new commercial you see on TV, they are all aiming towards the trend of being considered “authentic.”

     

    Let’s take this Dr. Pepper commercial for example.  An uplifting ad telling you to embrace your “inner you” by breaking out of your everyday routine and go with the crowd of people that are all doing the same.  What is this commercial really trying to say, that the product is authentic, or the consumer is authentic?  Do people who want to express themselves drink Dr. Pepper?  This is authentic right?  You are going against the norm by showing off your “inner you” and storming the streets in joy.  But in actuality this ad is the furthest thing from authentic.  The entire commercial is just a clever new way that a corporation spent millions of dollars on to get you to buy their product.  They want to appear authentic to consumers because that notion of scarcity and realism is what is driving the consumer market today.

    This is a common misconception among today’s society; the secure feeling of knowing the product you are buying is authentic.  Companies are trying to persuade you into buying their product because of how exclusive and different it is from all the rest; when in actuality, most of them are comparable to one another and the methods they take to explain that to you are exactly the same.

    Dr. Pepper is not the only product employing this notion of authenticity.  It seems that this effort must be working because these products are still thriving.  Are the products you buy and consume daily producing authentic advertisements?  Are these advertisements the reason you choose their brand, their product?  And are these products authentic or are you, the consumer authentic?

    – Jessie Butner, Meaghan Beam, Zach Abramo, Jack Lane

  • Does Humor Sell?

    During the 2010 NFL Super Bowl, Old Spice started a new marketing campaign, releasing the above commercial online and on television. It quickly became the “number one all-time most viewed” branded channel on Youtube. How did they achieve that success? By targeting women, who dominate the body wash market, and men with humor, it created for the first time a topic of conversation for couples around the nation. The marketing team also showed the commercials in certain movies where there was a “high amount of couples” were projected to go. So because of the topic of conversation that was generating millions of hits on YouTube, women began to buy Old Spice for their husbands and boyfriends so that they could “smell like the man your man can smell like.”

    But how did this campaign have continued success? Old Spice continued to use the “man your man can smell like” guy and let him interact with fans all over the internet who would ask him random questions that he would answer in his fashion. In one day alone Old Spice generated more hits on Youtube than Obama’s presidential victory speech, on day two he had 8 of 11 top videos on Youtube, and by the end had over 40 million people view his videos.

    The success of this campaign is astounding considering that ; the brands twitter following increased 2700%, Facebook fan interaction went up 800%, and traffic to the Old Spice website increased 300%. This made the bottom line of the company increased 107% 10 months after the release of the first Old Spice commercial.

    Shortly afterwards many companies have tried to have the same success, copying the Old Spice guy commercials to a certain degree but still enjoying some success. By making some of the funniest and memorable commercials of all-time Old Spice increased their brand awareness while making people laugh and had one of the most amazing marketing campaigns for a business ever. So does humor sell? This guy thinks so.

    – Ally Walton, Lauren Habig, Erin Kiffmeyer, Hannah Eure, Gene Lee

  • “Google Chrom-otional”

    The number one purpose of television commercials is to make the consumers believe they need a product. Many companies rely on humor or a catchy jingle to gain interest in their product. Another tactic that can be a tad more difficult to accomplish involves making that emotional connection with the viewers. Evoking an emotional response through the use of commercials has proven especially hard to do these days. It is difficult for companies to make an emotional impact on their viewers with such little air time. Additionally, companies face the difficulty of connecting the commercial’s story-line to the lives of a diverse group of viewers. Despite these challenges, Google Chrome has released a series of commercials that have actually been able to tug at the heartstrings of many viewers.

    These new advertisements not only display all the features that Google Chrome has to offer, but they are also able to leave a lasting impression on those who watch them. This emotional connection Google is able to make with the audience sets their advertising apart from competitors. They do this by using the short time of the commercial slot wisely. Instead of trying to get a jingle stuck in your head, they create what could be described as incredibly short films. By telling the audience a story, Google does more than show the audience a product. The audience feels a connection with the characters in the commercial. This type of connection is what Google is counting on. Their slogan “the web is what you make of it” gives the consumer the creative freedom to express themselves in any way, shape, or form. It challenges us to showcase our thoughts and to put ourselves out there in a way that has not been possible before. This is Google’s way of saying, “look what has been done, what will you do?”

    Google has also conquered an even harder challenge with this advertising campaign. Making superstars relatable is a challenge many people face working in the entertainment industry. Google managed it in just around one minute. One might think using Lady Gaga as a spokesperson would make a product seem out of touch with this world. However, Google focused in on how she draws support from her fans and showers them with love. All the while she is encouraging them to be who they are. It is hard not to be a Lady Gaga fan after watching the video. This is what makes Google Chrome’s campaign so successful. Not only does their product look good and have celebrity endorsement, the celebrity also looks good and the fans feel included in the production of the commercial as well. Everyone wins.

    Google Chrome has also recently made a commercial depicting the interaction between a father and daughter. The daughter, Jess, is struggling to find her place away at college and her father is her main support system as her mother has passed away. The commercial demonstrates the benefits of using Google Chrome to communicate and presents the ability to support loved ones even though they may be miles away. This commercial touches not only the hearts of homesick college students but also the parents suffering from empty nest syndrome. Suddenly, Google Chrome is a light in the confusing darkness and it can satisfy all of a family’s communication needs. Again, everyone wins.

    Google Chrome has taken a risk by using an emotional appeal in their recent commercials, straying away from the many humorous or just downright strange commercials aired today. The integration of Google Chrome as an instrument to change human behavior is a major move on Google’s part. The notion that we can use Google Chrome to improve the way we live our lives is bold, but after all… the web is what you make of it.

    – Alexandra Huss, Caroline Merrill, Alyssa Morrello, Lauren Van Trigt, Dann Williams

  • Walmart: A Rebranding Genius.

    Consumers all over the world are becoming more savvy and sophisticated with each passing year. In order to survive in today’s marketplace, companies have to update and revitalize their identity while retaining brand equity. This is the unavoidable challenge that companies must face. Brands are struggling to maintain relevance in the eyes of evolving consumers and even the most established companies have to undergo brand re-inventions. Losing loyal customers in an effort to attract new ones is always a pitfall of making a possible change for the worse… but that’s just a risk many brands are willing to take.

    Walmart had one of the most successful rebranding campaigns ever. It is the world’s largest retailer and one of the most distinguishable brands in history. Since its first store opening in 1962, Walmart has evolved from a rural American company to a globally recognized corporation. Historically criticized for having hostile corporate practices, mistreating employers, and being a target for environmentalists, Walmart reconsidered their brand identity and took action in creating a fresh image for their company.

    In 2008, Lippincott brand designers developed a strategy to shift the focus of Walmart from just low prices to an overall positive shopping experience. They unveiled the new tag line “Save money. Live Better.” to highlight the emotional benefits of shopping at Walmart. They hoped to get the message across to consumers that spending less allows people to live better lives, not only save money.

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    A new logo and innovative store design was also implemented. The logo no longer showed a choppy, antiquated Wal-Mart; it now showed a fluid, refreshing Walmart. The star in between all caps was replaced by a bright orange starburst for a finishing touch. The new store design included higher ceiling, lower shelves, wider aisles, and a color palette of vibrant orange, yellow, and green. The signaling of Walmart’s appetizing products in the grocery department and the creation of a more enjoyable and friendly shopping environment was the goal of the new design.

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    This rebranding campaign proved to be a tremendous success for Walmart. The customer ratings for how “clean,” “fast,” and “friendly” Walmart is increased radically between 2008 and 2010. Not even the Walmart haters can deny that in the world of branding, Walmart takes the crown.

    –Erin Kiffmeyer, Hannah Eure, Ally Walton, Lauren Habig, Eugene Lee

  • BOBS vs. TOMS

    When discussing brand identity, two important points are the “how” and the “why.” Why a business does what they do, and how they do what they do; the motives and the execution. A brand like TOMS shoes gets consumers hooked with the why. Blake Mycoskie was visiting a village in Argentina when he encountered the effects of poverty. He was forced to confront the number of children without shoes. This inspired him to start a new kind of for-profit business, one that donates as much as it sells. Thus, the TOMS shoe company was born with the slogan, “One for One.” With every pair of shoes purchased, TOMS donates a pair to children in need.

    When the company began it was a risk. One that was not promised to prosper, but had good intent. The company began with three basic colors of the same type of canvas shoe, and has now expanded beyond Mycoskie’s wildest dreams. The brand identity of TOMS is simple: give. As Mycoskie states, “Incorporate giving into everything you do.” So what happens when the giver meets the thief?

    Skechers is infamous for stealing other shoe companies product concepts. For example, in 2009 Reebok launched the “EasyTone.” In 2010, Skechers launched “Shape-Ups.” Both shoes were designed to provide the same benefit of turning everyday activities into an easy way to get fit. Now, Skechers has released a line of canvas shoes called “BOBS.” The shoes are nearly identical to the TOMS design and sport the same promise of donating a pair of shoes to children in need with every pair purchased.

    The problem is the public hasn’t accepted BOBS with the same open arms that TOMS was embraced with. BOBS has stolen the “how,” but lacks a convincing “why.” Has the thief gone too far this time? The reviews on BOBS have been less than satisfactory. The Skechers company has been called everything from fraudulent to mean-spirited. Their brand identity has been tarnished for their latest rip-off which seems to have struck a deeper chord with the American market.

    Does it matter? The kids who need shoes are still getting shoes. Do they care if the label on their shoes reads BOBS or TOMS? Should we?

    –Alexandra Huss, Caroline Merrill, Alyssa Morrello, Lauren Van Trigt, Dann Williams

  • Celebrity Branding Through Social Media

    Nowadays, there is a wide variety of ways to advertise and promote one’s image as well as many products through personal branding. Celebrities are among the first to take advantage of the new social media phenomenon to further promote themselves and products they have endorsed.  Social media outlets such as Facebook, Twitter, YouTube, Instagram, Tumblr, Pinterest, etc. have been in a state of constant growth, as they cater to both the average consumer as well as celebrities. Interconnectivity has played a crucial role in keeping celebrities globally connected to a wider public in order to further promote themselves and gain a higher level of exposure.

    When it comes to many things such as self-branding and the use of social media, one must elaborate a thought-out, cohesive strategy in order to achieve optimum results. First of all, it is important to keep in mind that not all celebrities wish to accomplish the same thing through their social media outlets.  There are many reasons for a celebrity to join a social media site, from simply connecting with fans to promoting a product or event.  Also, each social media medium serves a different purpose and targets a more specific audience. In a recent trend, celebrities have been representing themselves by “opening up” and increasing their level of self-disclosure through many forms of social media. This could be due to the fact that it is believed that social media can be used to build trust with fans as well as build and develop a more personal connection with them by allowing them to see the “real” superstar.  For example, it is difficult to feel a personal connection to President Obama.  By following Obama on Twitter or Facebook, one might feel that this personal relationship has greatly improved.  Not only is this beneficial for the average American, but it could indirectly help Obama.  For example, someone that does not currently have a stance on politics could follow Obama on Twitter, like what they see, and vote for him in the next election.  This is just one example that portrays that social media outlets are a powerful, mass communication tool.  That being said, it is important for one to remain very conscience about what they say.  It does not take much for a tweet by a celebrity or political figure to create a huge controversy, whether or not they intended it to.  We sometimes forget that celebrities are human beings that make mistakes, and one of these mistakes could be by putting too much personal information on the internet.  Voicing an opinion can easily offend many other people.  The celebrity could in theory remove the tweet, but that does not mean it will be deleted from the Internet.  With the millions of followers many celebrities have and the fact that celebrities tend to keep social media outlets as public as possible, almost anyone could snap a screenshot of the tweet immediately and continue to circulate it through the web.

    While there are disadvantages for celebrities putting their lives on the World Wide Web, outlets such as social media can also be used as a free type of advertising or promotion.  Almost all main-stream celebrities have utilized multiple forms of social media from blogs to Twitter.  Britney Spears, Kim Kardashian and Justin Bieber are all examples of celebrities that have endorsed various products and used social media (more specifically, Twitter) to promote them. This has shown to be an effective marketing technique at little or no cost to them.

    Not every celebrity endorses a certain product, but they do essentially brand themselves when they decide post on social media sites.  Whether they mean to or not, the content they post reflects their personality and in turn, allows followers to characterize them.  Mastering how to effectively brand one’s self on these sites has in essence became a modern day art.  In today’s day and age, a social media suicide could destruct the celebrity’s image as a whole.

    – Sasha De Vecchi, Lindsay Gallagher, Jay Reilly, Cary Welborn