A Sold Out Superbowl

February 2, 2010

A Sold Out Super Bowl With the National Football League’s 2010 Super Bowl coming up this Sunday and the hype around the Colts vs. the Saints, the anticipation around this year’s commercials are in full swing. It comes as no surprise that this game draws around 95 million viewers and is obviously one of the biggest advertising events of the year. The ad agency, Venables Bell & Partners, conducted a study and found that 66 viewers remember their favorite advertiser in the 2009 Super Bowl, but only 49 percent remember which team won.

In 2009, the influence of the recession caused past advertisers to scale back or even not participate in last years Super Bowl causing sales to slow in the weeks prior to the game.

This seems to no longer be a negating factor for this season because as of yesterday CBS ( New York Times) has sold all of the advertising spots for this Sunday’s game. In the beginning of December the company had already sold almost 90 percent of its available commercial time with prices reaching as high as $3 million for a 30-second spot with the game averaging around 50 to 60 spots.

The top advertisers for this year include Anheuser-Busch InBev Budweiser and Bud Light beers. One advertisement which has caused some criticism is by Focus on the Family featuring Tim Tebow, which has women’s groups claiming it sends an anti-abortion rights message.

Never before have such controversial advertisements run during the spectacle. We shall see how the public responds to these provoking messages this Sunday night.

– Taylor Diehl

http://www.nytimes.com/reuters/2010/02/01/sports/sports-us-cbs-superbowl.html?scp=6&sq=superbowl%20ads&st=cse

Are consumers ready to embrace the iPad?

February 1, 2010

Last week, Apple CEO Steve Jobs unveiled their latest creation: the iPad. With laptops and smart phones belonging to so many people these days, Apple managed to develop a third device that fits neatly in between the two.  Available in both Wi-Fi and 3G, the iPad includes features such as Safari, mail, photos, movies, iPod, iTunes, iBooks and several more.

Although the iPad does include many useful and fun features, it is also missing a few that some people consider a weak point for the product. It does not have simple features like phone capabilities, a camera or even a USB port. But Apple usually knows what they’re doing. Is the iPad intended for just a very specific audience? Is it geared toward people who may not be very “computer savvy” but still want to enjoy the perks of being linked in? Or was this new device created for the people who hate multitasking?

Another issue that many people have with this new product is its name: iPad. Many people online are comparing the name to feminine hygiene products. Not a flattering start for Apple’s latest venture.

But while there is much speculation and buzz on the internet surrounding the iPad, The New York Times’ David Pogue has an interesting take on consumer criticism of Apple products. He has a theory that all Apple products are put through the same cycle of phases, beginning with pre-announcement speculation and hype, to online bashing, to buyers giving it positive reviews and eventually everyone falling in love with it.

Aside from the jokes about the name and the criticism over the features not available, there was some initial controversy surrounding the iPad regarding Adobe Flash. Apparently the demo video that was originally posted on Apple’s web site to promote the iPad showed web pages, specifically The New York Times, working as though the device were supported by Flash, which was incorrect. This raised suspicion because during the first iPad demonstration, when Jobs pulled up a NY Times page, a “broken plug-in” icon appeared because it needed Adobe Flash to display properly. So when the demo on Apple’s web site showed the web pages working perfectly, people began to ask questions. It became evident that The NY Times’ web pages were duplicates of the real pages, supposedly generated by The NY Times for Apple. But thanks to the internet’s capability of spreading news such as this like wildfire, Apple has now corrected the promo video, replacing it with a more accurate version.

As with each new product entering the market, there will be criticism and controversy, as well as enthusiasm and excitement. Most likely, this device isn’t meant for everyone, but instead it is probably intended for a niche audience that wants exactly what the iPad offers. It is expected to become available by early April, and during the next couple months, much more will be said about the product. To read what people are saying now, check out the Twitter feed.

 

 Nicole Doherty

Stephanie Saulsbury

Feared advertising cuts for World Cup 2010

January 29, 2010

The biggest event in all of sports has nearly arrived, and no, it is not the Super Bowl. The 2010 FIFA World Cup hosted in South Africa, will take place this summer, and even soccer isn’t without its fair share of marketing strategies. FIFA has branded itself in a very distinct way that has influenced athletes and spectators for years. However, it has been a long four years since the last World Cup, and the economy has certainly changed.

The usual advertisers and sponsors such as Nike, Addidas, Coca Cola and McDonalds have had reservations about advertising strategies this year. Usually, companies begin producing soccer paraphernalia months to years in advance.  This is in compliance with World Cup advertising campaigns that do not allow for last minute decision making. Athlete sponsors are also arranged months previous to the event to ensure the effective selling of products. 

According to an article on ESPN, the problem advertisers are encountering this year is that they cannot guarantee efforts in marketing will actually generate high sales. This is a legitimate concern that companies such as Castrol have taken into consideration. This company created Castrol Performance Index, which is a “quantitative analysis that computes an efficiency rating for each player during each match of the current European qualifying campaign.”  In order to effectively market this proposal, Castrol also recently announced the signing of FIFA soccer player of the Year Cristiano Ronaldo as a global ambassador. Selling is further guaranteed using this strategy because the player will simply self promote the product.

So as the World Cup draws closer, the feared drop in advertising spending may go one of two ways:

  1. Advertisers will continue to spend, realizing the World Cup still is and always will be a great opportunity to reach potential customers.
  2. Advertisers will choose to limit and reduce their campaigns, resulting in a serious decline of World Cup ad-related spending.

Whichever direction advertisers decide to turn, this year’s World Cup will be unlike any other year, pioneering new strategies and tactics for marketing campaigning.

Here is a MasterCard commercial from the 2006 World Cup.

Nicole Doherty, designer

Stephanie Saulsbury, writer

Lacey Inman, researcher

New avenues for social capital?

January 28, 2010

With businesses pinching pennies and thousands looking for jobs its no wonder Skype has become a valuable tool in corporate operations, such as the interviewing process. This video chat software offers an inexpensive, low hassle way to meet potential employees, as well as to communicate with current employees. Many companies, such as Zappos.com and Maxim Integrated Products, use Skype as their internal phone system. Companies have employees speaking through their computer speakers and telephones, visually through the web cameras, and exchanging instant messages and documents. Maxim Integrated Products saved $200,000 on long distance calls using Skype, and $2 million annually.

Companies have now found ways to integrate Skype into marketing themselves as accessible. Many small business owners report that Skype helps them stay connected with their clients and allows them to meet at anytime necessary. Businesses have also claimed it increases productivity and stimulates the creative environment. Skype also helps expand small business clientele geographically, which, without the use of Skype, is typically a financial burden.

Skype has not only helped small businesses get ahead, but has also played a large role in connecting networks of families, friends and colleagues, which could increase social capital. However, according to Putnam, the Internet decreases social capital. Perhaps in some cases this is true, but for many, social networking platforms have opened a whole new social capital opportunity to millions of users. Regardless of the debate, it is clear that Skype continues to open up new avenues for businesses, family and communities.

Rachel Kaylor, Writer

Danielle Murray, Researcher

Mandy Baker, Designer

Are Your Tweets Oscar Worthy?

January 26, 2010

Mark your calendars everyone! The 2nd Annual Shorty Awards are coming up! This aptly named award show celebrates the effective, efficient and successful use of the Twitter user’s 140-character tweets to best represent the powerful use of Social Media and Social Networking. The Twitter website declares “The Shorty Awards honor the best people and organizations on Twitter. These unique awards are for the Twitter community by the Twitter Community.”

The 2010 ceremony will be held in New York City during the month of March, This year’s ceremony is already predicted to show support for organizations and individuals and their role in using Twitter to highlight the issues in Haiti and the rapid aid and assistance it then brought about. Haiti resident and TV personality Carel Pedre is the standout nominee, thus far having 163 nominations in five different categories. According to CNN “His twitter site has become a virtual clearing house for aid agencies and those seeking urgent help.” His social network site and social media effects seen on Twitter have placed him at the number five spot of the “#innovation” category of the award show.

Betty Draper, the fictional housewife in the popular hit  “Mad Men ,” along with some of the rest of its characters were big winners during 2009 show.  Other fictional stars who were big winners last year are also expected to continue their success this year.  To many users approval however, the Haiti Twitter-er is projected to make a big impact on and dent into this years ceremony. Any Twitter user can vote for, nominate and or campaign for any of the chosen nominees.

So although the highlights of this  award show will not be the best or worst dressed, the entertaining performances, or the comedic host, this new and renovating award show will prove to further the influence, use and importance of Social Media.

-Shannon Meadows

Pepsi’s Super Bowl Strategy

January 25, 2010

Every year, millions of people tune in to watch the Super Bowl. Some are watching because their team is playing for the title, others are watching simply for the love of the game and the rest are watching for the entertainment provided by the infamous Super Bowl commercials. Millions of dollars are spent on commercial time during the game. Last year, companies paid $3 million for every 30-second spot. This year, the price has gone down to as low as $2.5 million for a 30-second spot, reflecting the current economy.

While the cost is lower than last year, some big companies have decided not to run ads during the Super Bowl at all this year. The game, scheduled to air on February 7 on CBS, will not be showing ads by FedEx, General Motors or Pepsi. This is the second consecutive year that FedEx has chosen to not buy any ad spots, and GM spokesman Tom Henderson said, “We are going to focus our resources in other areas.”

According to The Huffington Post, “Pepsi was one of the biggest advertisers in last year’s game and has advertised every year since 1987.” But Pepsi’s reason for not running any ads this year is different from the other companies’ reasons. Instead of buying ad spots during the Super Bowl, Pepsi is running a social media campaign that started January 13. The Pepsi Refresh Project is a community-based campaign that allows people to nominate and vote for the community service project, charity, small business, nonprofit organization or anything else that most voters would like to see receive financial support from Pepsi. There will be up to $1.3 million in grants distributed each month to the winning nominees.

As social media continues to grow, many businesses are finding ways to use the different mediums to reach potential and current customers. According to a recent article on SunSentinel.com, companies such as Zappos.com and Best Buy are utilizing social media outlets like Twitter to help them better reach their customers. So is Pepsi trying to do the same thing? Are they simply trying to be smarter with their money during this rough economy, or are they moving in a new direction with their marketing strategies?

If Pepsi is moving their marketing strategies in a new direction, is the Super Bowl the smartest time to do so? According to Fran Kelly, chief executive at Arnold Worldwide, in an article on Boston.com, many companies are not buying ad times during the Super Bowl because it is too expensive. She said, “For a lot of our big clients that are advertising year round, they don’t want to spend the time or money to do a Super Bowl ad.”

But according to Andrew Graff, chief executive of Allen & Gerritsen and chairman of The Ad Club of Boston, “Viewers don’t skip over the Super Bowl spots.’’

Many people don’t watch every day commercials; they leave the room, mute the TV or fast forward through them with today’s technology. It is highly unlikely that anyone is ever going to be fast forwarding through the Super Bowl commercials. So the question is, if Pepsi is trying to save money, should they pull their regular commercials that run every other time during the year and save the money for Super Bowl ads when more viewers are basically guaranteed to watch? But, if instead of saving money they are trying to generate attention around what they are doing in place of running ads during the Super Bowl, their new strategy has a chance of being successful.

Nicole Doherty