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Contests are frequently inserted into marketing programs to reach and engage with consumers. If done right and within strategy, brands just might increase their social media followings, build loyalty among existing and new customers, drive sales and much more. There are many reasons contests should be part of your marketing strategy; however, with the flood of so many brands using the tactic, how does your campaign standout?

Here are five practical tips to make contests work for you.

Identify goals. Before you set out to host a contest, identify the objectives or it will be difficult to evaluate success in the end. Are you looking to engage with as many people as possible? Are you looking for quality entries/content? Are you looking for media impressions? Some contests (i.e., video contests) can result in creative entries and create a high level of engagement with consumers; however, the number of entries may be minimal in comparison to other contests with low barriers to entry. If you’re looking to secure impressions, explore ways to generate multiple waves of publicity and consumer engagement throughout the contest.

Make the contest call to action relevant to the brand personality, as well as your core audience. Before you set out to launch a contest, take the time to finesse the call to action. Determine the type of responses you want to get back from consumers and if the ask is brand appropriate. Successful contests usually ingrain the brand essence into the contest call to action, thereby ensuring entries are on-brand and target your core audience.

Content is key. Take a step back and determine how you want to leverage the content created by consumer entries. Do you want entries to go viral? Do you want them to be humorous? Do you want to pitch to media? Answering these questions will help frame how to structure the contest entry, judging and winner announcement process.

Offer a unique prize package. Everyone enjoys a free gift. Explore a prize that has an emotional impact (e.g., paying for someone’s college tuition or enhancing a community destination) or a one-of-a-kind prize and/or large monetary award. A compelling prize can certainly incent more consumers to enter and participate in a contest. It may even make your story more newsworthy to the media you’re pitching.

Think long term. Think about how the contest could play out or evolve in the next year or the year after. There’s a lot of equity in building on an ownable brand idea; however, look for ways to refresh program elements to keep the program feeling new. Also, continue to leverage and communicate with the consumer base acquired through the contest. Sustaining the momentum of the contest energy to create lifelong brand ambassadors is invaluable.

--Amelia Ott, Account Supervisor, @amott

What is it that makes those Vuitton heels so much better than your average department store pair? The leather? Of course. Hand-stitched soles? Definitely. But there is something else about those heels that makes them rise above the mid-market brands – and that something is perception. Slip those suckers on, and instantly, I feel pretty. A pair of shoes just changed my state of mind.

How is that possible? It’s possible because an emotional response like that is exactly what luxury brands want, and it’s how they differentiate, not just in that moment, but over the course of many years. Luxury brands sell us on that differentiation through a consistent, careful, unwavering commitment to brand messaging. And, it’s the emotional connection they create that positions luxury brands for less of a hit during economic frailty and a quick recovery thereafter.

With a debt crisis looming, gas prices rising and many companies still feeling a little shaky after the last two years, how do luxury brands cheerfully bounce back so quickly? Well, for one, they don’t change – at least not at the core of their brand identities.

Here are a few of the ways luxury brands ride out good times and bad, the grunge years (gross!) and the “austerity” measures of today:

• Simple messages: Four Seasons Hotels and Resorts ads exemplify the power of a simple message: “When Life Feels Perfect.” It taps into the emotional connection, sets the foundation for your own perfect experience and delivers the brand message of warm, intuitive service. Across the board, luxury brands keep it simple, personal and emotional.
• Know your audience: There’s only one audience for luxury marketers and that is the top percent of wealth – no matter that one-third of luxury goods are purchased by the aspirational shopper. It’s the wealthy who stabilize this industry during tough times and they must stay engaged in the brand equity.
• Consistency: The first objective of any new luxury marketing campaign is to reinforce the brand ethos. If the campaign doesn’t reflect the core brand, it’s not going to happen. Saying no to an exciting partnership or denying access to an interested publication is a tough, and awkward, call to make, but if it’s not on par with the brand, you risk derailing the message. Luxury marketers know this and they stay the course and agree to only the best opportunities and the right partners.
• Personalized service: Some may say brick-and-mortar stores are a thing of the past, but personal contact is not something a luxury brand takes lightly. Even when exploring digital marketing, the digital experience must relate back to the core brand. If that app doesn’t have the same “inside circle” feel of the store, it’s not worth the risk.

From ad campaigns, right down to the glossy, ribbon-handled shopping bags, the luxury brand is steadfast and focused on the customer experience and creating that emotional connection. Then, it’s up to its marketing, ad and public relations teams to tell that story. Strutting down the street in $900 heels, oozing glamour like the latest magazine ad and carrying a silky soft leather handbag, I feel pretty. Oh, so pretty! Can your brand do that?

--Regan Dillon, Senior Account Supervisor

It’s already been an interesting year in the food and nutrition space. It’s less than halfway through, but food makers and food marketers are awaiting the fall-out from monumental changes in policy, industry, consumer behavior and research.

The year began with the unveiling of the 2010 Dietary Guidelines, which provide a solid foundation upon which all Americans should base their diets. Although the obesity epidemic has been front and center in the media for several years, these much anticipated Dietary Guidelines mark the first time that emphasis is actually placed on eating less. Two key concepts are the cornerstone of the guidelines: maintain calorie balance over time to achieve and sustain a healthy weight and focus on consuming nutrient-dense foods and beverages. By encouraging Americans to “enjoy your food, but eat less,” the government has changed the paradigm.

At the end of April, an Interagency Working Group made up of representatives from the FTC, FDA, USDA and the CDC released new suggested guidelines on how the food industry can market products to children. The new proposal (which is suggested to strengthen existing voluntary guidelines established in 2005) calls on the food industry to improve the nutritional quality of foods it markets directly to kids ages 2 to 17 years old. Although the proposed changes are currently under review, and even if implemented would remain voluntary, it will be interesting to see how the industry responds – and even more interesting to see if there is an ultimate impact on the health of children in the U.S.

Of course the food industry, itself, continues to evolve. New trends this year include revising sodium levels (to meet recommendations laid out in the Dietary Guidelines) and home cooking, which remains a trend as the economic environment, combined with a focus on natural, local and whole ingredients, continues. There is also an increased focus on functional foods - especially foods that provide function naturally. If you haven’t already, there’s no doubt you’ll soon see these trends heavily leveraged in ad campaigns and on-pack messaging.

Time will tell what, if any, impact shifts in advertising and marketing to children might have. And there is no doubt that everyone would do well to heed the advice laid out within the Dietary Guidelines; doing so would create a healthier nation, one individual at a time. The solution, however, must ultimately come from everyone in our food system. From restaurants and schools to farmers and grocery stores to food producers and marketers – and consumers themselves - everyone must work together to bring about change. Only with full collaboration will the nation ultimately become healthier…and slimmer.

--Peggy O’Shea-Kochenbach, Vice President

In another sign of the digital times, a recent survey* finds Americans spend 14 percent of their total video-viewing time online – averaging 42 minutes per day. Although consumers may be embracing new entertainment channels, this shift in viewing habits turns out to be another thorn in advertisers’ sides. Thanks to Internet-connected televisions, tablet computers, smartphones and DVRs, it’s suddenly much easier to escape brand advertisements. As a result, companies are looking for new ways to reach today’s sophisticated and technologically savvy consumers with their messages.

With all of the media clutter out there, consumers want more control over what, where and when they are marketed to, which has paved a shiny, new path for branded entertainment – a fusion of advertising, entertainment and marketing. This marketing buzz word, which has become ever-so-popular on the web, is a cheaper and more diversified way of reaching consumers (some say, even more effective) than the traditional 30-second TV spot, and companies are racing to jump onboard.

The expense of TV broadcast, combined with consumers spending more and more time online, makes branded entertainment an attractive option for marketers. According to a report from PQ Media, branded entertainment marketing is quickly becoming a staple for marketers and is expected to be a $38 billion industry by 2014 – growing at 9.2 percent annually.

The web has emerged as the biggest platform for this type of content, which allows consumers to “opt in” to brand messaging and allows brands to extensively track and monitor engagement. Mattel’s successful series “Genuine Ken: The Search for the Great American Boyfriend” aired on Hulu, which reported each new episode was one of its highest rated videos.

Branded entertainment can come to life in many ways: as a vehicle to launch a new product like Ford’s Rally America, which helped showcase the automaker’s newest line of vehicles; as an opportunity to bring back relevance to a mature brand like Mattel’s iconic Barbie franchise; or as a way to reach new consumers, as with the case of Denny’s ”Always Open,”’ an effort to appeal to a younger group of consumers and to lose its “old fashioned” diner reputation.

As brands explore this new world of branded web entertainment, it’s important to keep a few things in mind:

• Be Authentic: Branded entertainment shouldn’t come off as product placement. Consumers will know the difference (think “American Idol” and Coca-Cola). Make sure the opportunity is authentic to the brand and that there is a high level of transparency with consumers. The best way to do this is by being part of the overall storyline and showcasing brands as they would appear in the real world.
• Go Social: Social media are an integral part of branded entertainment – not an afterthought. Branded entertainment is one of the best opportunities to really engage consumers and keep them coming back for more. Ask consumers to vote on a webisode finale, give them incentives for “checking in” to view content or offer exclusive content for paying attention. The options are endless.
• Inform/Educate: Use this as an opportunity to communicate something new about the brand that consumers didn’t already know or reinforce brand positioning. Remember your target consumer is choosing to engage with the brand, so make it memorable.
  

-- Jodi Housman, Account Supervisor, @JodiHousman

* Source: Forrester Research, Online Video On TV Leads To Cord-Cutting By 2012 (March 2011)

One of the most interesting new media trends at this year’s SXSW was the evolution of the mobile 2-D tag. It’s grown up from a clunky, relatively unattractive tool, into something more sophisticated that marketers can customize and use to go deeper with their consumers.

Mobile 2-D tags are scan-able barcodes that can be printed on anything from products to advertisements to promotional materials. Consumers use smartphone apps to scan the barcode and are often rewarded with incentives, exclusive content or automatic status updates.

Infographic courtesy of Microsoft Tag

As you start thinking of ways to leverage new media technologies to help your clients, think about mobile 2-D tagging as a way to extend the conversation, educate consumers and drive new forms of online traffic. Below are some quick ideas on how mobile tagging can work for you:

• Tell consumers more about where your product came from and its environmental footprint
• Create menu-pairing options for a food or beverage
• Use mobile tags in a sweepstakes or as a contest-entry tool
• Tease a product, as Blake Mycoskie of TOMS Shoes did at his keynote
• Drive donations
• Create a gaming experience
• Provide schedules
• Leverage tags as a rewards vehicle, for couponing or driving retail engagement

--Alex Nicholson, New Media Director, @Alex20001

“Move fast and break things.”

This is much more than a mantra at Facebook. In fact, the social network seems to introduce changes before it has even finalized its previous modifications. Although Facebook is getting better at letting users decide if they want to accept updates and is generally more cognizant of how those updates can affect users’ privacy, the largest network on the planet doesn’t show any signs of slowing down.

On cue, the latest change comes to Facebook Fan Pages. And with so many brands using their Fan Pages as hubs for online marketing efforts, this update can have serious implications. Below is a look at what brand marketers can expect:

Tabs No More: Confusion Abounds
Those clunky, browser-esque tabs from Facebook Pages have disappeared, replaced by a slicker side navigation that is much more subtle. Taking advantage of the new-found space, Facebook uses the top of the page to feature recently posted pictures. Creative brands took advantage of this quickly, but marketers need to be aware that the new user interface may cause some confusion.

Use Facebook as Your Fan Page: Improve Engagement
In addition to the visual facelift, Facebook tweaked its functionality to provide a very interesting tool for community managers and brand marketers. Page admins can now switch back and forth from their personal profiles to that of their Pages’. This means admins can use Facebook as their brand page. When logged in as a Page, users won’t have all of Facebook’s functionality – they can only engage with other Fan Pages – but the update is a great tool as it allows for easier monitoring. No longer do community managers need to “hover” around their pages waiting for activity before engaging with consumers. With the new rollout, admins receive a Facebook notification and an email notification of any activity, including wall posts, comments and shared photos. For some, this is going to mean a huge improvement in speed of response and a perception of deeper community involvement. For others, it’s going to mean a flooded inbox, particularly if you manage multiple pages with vibrant communities. Luckily, each admin can modify his or her email preferences both at the individual Page level and globally.

Ah, March. When I think March, I think basketball. And when I think basketball, my mind inevitably wanders to our hometown team, the Boston Celtics. Don’t get me wrong. I’m all about brackets and the Big Dance, but my TV-watching loyalties fall with Tommy Heinsohn and my boys the C’s, the Celts. And so in celebration of March and basketball, there’s been something I’ve wanted to discuss for a long while – Rajon Rondo and his headband.

For those of you not in the loop, Rondo is the Celtics’ All-Star point guard. And up until about four months ago, Rondo wore a headband bearing the NBA logo. But, he wore it upside down. Then, toward the end of October, the headband came off.

Why? The NBA instituted a rule banning players from wearing upside-down headbands.
Although others were talking about how petty or stupid the NBA was, as a brand marketing professional, I can appreciate the league’s response. An upside-down logo is not in line with the NBA brand. Sure, there was no distortion of the logo or its colors, but I’m willing to bet somewhere in a dark corner at NBA headquarters there’s an asset guide telling everyone willing to listen that the NBA logo should never be represented upside down.

As marketers, the words “asset guide,” “key messages” and even “pantone color” have significant meaning. We realize what may seem silly or petty to others is really what defines a brand, makes it stand out, makes it its own. And each day, we work as first defenders of these brands when speaking with the media, drafting Q&As, planning event décor or message training clients. We cringe when messages are misrepresented and cheer when a spokesperson nails it home (especially if he or she is wearing the logo or holding the product at the same time).

Yet, the age-old question still stands. Is there a line? Is it better for a player to wear a logo upside down, and get the logo out there, than not wear it at all? Is awareness enough? Does it always have to be perfect? The opposite schools of thought on this subject are – and will always be – at odds. It’s as divided as the fans at a Celtics vs. Lakers game.

In the court of public opinion, the jury is still out. But in the end, we do the best we can to ensure the brands we work with are represented in the best possible way and that the messages we take so much time to craft are executed flawlessly. We stand by those guidelines, even if we do miss Rondo’s signature headband.

And personally, I don’t think that’s going to stop us from getting banner #18. Knock on wood.

--Jessica Hesselschwerdt, Account Supervisor

New year, new logo. That seems to be the thinking at Starbucks, as the coffee chain, this week, unveiled a more laconic logo. With the Gap debacle fresh in our minds, we asked our employees to voice their varied opinions on the new look.

“I thought they did a nice job letting their loyal customers/card holders get a sneak peak with an email that went out yesterday, including a message from Howard Schultz. There was a link to a website with a video and images of what the new logo would be.”

“I like the logo. It reminds me of what Target and Nike both did at some point in their brand evolution; they removed the brand name from the logo and just left the visual component.”

“I like the new logo – it shows its evolution, but maintains its roots/heritage, unlike what Gap attempted to do and ultimately failed at.”

“I get the need to move their logo beyond coffee, but I think the redesigned logo misses the mark and strays too far to retain its status as an iconic image.”

“All I can think of is how many millions of dollars it takes to remove the company name and the word ‘coffee’ from a logo and turn it Starbucks green? How many focus groups were there? How many hours did it take? There is really nothing new about it. Just another layer of deconstruction of something that already exists, which is basically the evolutionary path of almost every other major brand's logo from McDonald’s to Nike over the past century.”

“For me (focus group of one) it was not the [siren] that made the Starbucks logo recognizable - it was more the Starbucks typeface that I associated with. I don't think I am alone on that either. Thus, I think its decision to focus on the [siren] misses the mark of where its brand equity lies.”

“What about Seattle's Best's bold logo change in May 2010, which absolutely impacted Starbucks, and likely encouraged more brand change? I think Seattle's Best's logo was the bigger miss between the two companies – at least Starbucks' logo is still recognizable – while I appreciate the ‘fueling up’ humor to coffee and gasoline, I think its [Seattle’s Best] new logo teeters too much on the literal side.”

“I tend to think Starbucks should have considered the mantra, ‘If it ain't broke, don't fix it.’ Then again, the University of Oregon football team has essentially built its brand image on inconsistency, of all things. The Ducks are known for constantly changing uniforms, rarely sporting the same design/color on consecutive Saturdays - and, it seems to be working for this brand.”

“It's not a big enough change to turn me off, but it makes me scratch my head.”

“I find it ironic that Starbucks associates the new logo with extending a ‘siren's call,’ when the purpose of the sirens was to draw sailors to their doom!”

“I am not a big fan of changing logos for the sake of change. I think it is almost always a vain exercise of little importance. I never even noticed or thought about what was inside the circle, so to me Starbucks was a green and black circle. However, I don't hate this and I do see how the iconic image without words gives a brand much more flexibility and global play, so I can accept it.”


These previous comments reflect the opinions of individuals and are not necessarily representative of Cone’s point of view.

A few weeks ago, I was fortunate to attend GasPedal’s Word of Mouth Supergenius conference in New York City. It’s nice on occasion to step away from my day-to-day work and just spend the day learning. The big win comes when I get energized and inspired to try new things that can make me a better professional. That’s what the day represented for me, and there are nuggets I took away that all professional communicators can learn from.

Word of mouth (WOM) is nothing new. In reality, it’s one of the oldest communication channels in existence. But, with the decline of some traditional channels and the emergence of social media, WOM is increasing in importance and perhaps now easier to spark and facilitate than ever before. One only has to consider recent phenomena such as Zappos’ customer service, the Old Spice guy and Dos Equis’ Most Interesting Man in the World.

It’s easy for most of us to spot successful WOM, but achieving it is another story. It reminds me in some ways of when I hear people talking about creating a “viral video.” It’s tough to do when you’re assuming you can guarantee something will go viral, which we all know isn’t possible. It’s the same with WOM – it takes time, a thoughtful approach and a pinch of luck. But that doesn’t mean we shouldn’t try because WOM can be a powerful weapon in our ever-evolving communications arsenal.

GasPedal presented the “5 Ts” of WOM campaigns:

1. Talkers - who will tell their friends about you?
2. Topics - what will they talk about?
3. Tools - how can you help the message travel?
4. Taking Part - how should you join the conversation?
5. Tracking - what are people saying about you?
   

For most people, it would be pretty easy to sit down for 30 minutes and figure out nos. 1, 3, 4 and 5. But no. 2 is the special sauce.

If you can’t give your stakeholders something interesting, fun, unique and surprising to talk about – no matter how well you do the other elements – you won’t get WOM. You need something they’ll remember, you need to tap into some kind of emotional connection and you need to make it easy for them to share. That topic could be something inherent to your business (hot doughnuts coming off the conveyor belt at Krispy Kreme, Swedish Meatballs at IKEA) or something you create (Jones Soda’s unusual holiday-themed flavors). Regardless, you need to take a step back and consider it.

So think about it. What will get people buzzing about your company or product? How can you get the power of WOM working for you?

--Marc Berliner, Vice President

Remember how you felt about computers from the ‘80s or cell phones from the ‘90s? You thought of them as ground-breaking, big ideas. Eventually, us marketers will start to feel that way about the recent “Old Spice Guy” media stunt, too.

You all know the story by now. During the Super Bowl, the Old Spice Guy sprung to life via a very creative series of commercials by ad agency Wieden + Kennedy. They featured a sexy, charismatic character – along with great writing and execution – that got people talking. The commercials became so popular that the character has gone on to develop a huge following on YouTube, Reddit, Facebook and Twitter.

So what was the agency and brand team to do with a commercial character that obviously struck a pop culture nerve? They did a simple and brilliant thing – they took the traditional, advertising format of a static, network commercial and turned it on its head by giving the campaign the appearance of being tailored for the consumer and the moment. They did this by hiring actor Isaiah Mustafa for two days to directly respond, in character, to select consumer, media and celebrity social media requests through a series of “almost live” mini commercials. From one studio location, the commercials were written, shot, edited and distributed in almost real time, allowing the agency and brand team to break through the preverbal “third wall.” Alyssa Milano, Demi Moore and George Stephanopoulos took the bait, and the Old Spice Guy ran with it.

The results were enormous. Old Spice body products’ sales rose 107 percent during the past month, the brand’s YouTube channels were viewed by more than 58 million people and Isaiah just signed on to appear in a movie starring Jennifer Anniston. But the big question for marketers is, “Where do we go from here?” It will be difficult for other brands to replicate this execution exactly since the stars truly aligned for Old Spice. It had a great commercial concept, a pop culture-friendly character and a developed social media fan base that responded to him.

So take a cue from the Old Spice Guy. It’s important for brands to think about media convergence now. A brand directly communicating to consumers in real time is a practice that has been happening for a while and continues to evolve. However, the big challenge will be transforming traditional marketing platforms, such as television commercials, and making what the Old Spice Guy did in two days, happen every minute, every-day.

How brands and marketers will exactly meet this emerging consumer interest in a tailored, real-time approach depends not only on technology but how creatively we use it.

-- Mark Malinowski, Vice President

The hottest, most anticipated sports marketing campaigns of the summer have nothing to do with the World Cup. They’re not being financed by super-brands like Nike or Coke. No, this summer, millions will be talking about the glitzy, celebrity-filled campaigns all aimed at an audience of one.

LeBron James. (That’s King James to you, by the way.)

On Thursday, July 1, the Summer of LeBron officially kicked off with the start of NBA free-agency. James has fulfilled his contract with the Cleveland Cavaliers and is free to sign with any NBA team he pleases. The two-time MVP and six-time All Star is being wooed in earnest by the Chicago Bulls, Miami Heat, New Jersey Nets, Los Angeles Clippers, New York Knicks and, of course, the Cavs. But, many feel New York, Chicago and Cleveland are the true front runners.

So what’s it going to take to get the King? A real marketing smackdown. Let’s take a look at the contenders:

Cleveland: James was born and raised in Cleveland, and the hometown hero rescued his city’s franchise from the doldrums of the NBA. Fearing that nostalgia and loyalty aren’t enough to keep James put, Ohio Governor Ted Strickland joined a group called Clevelanders for LeBron in re-jiggering Live-Aid’s “We Are The World” into “Please Stay LeBron” – cheesy vocals and head sways included. And, a local radio DJ started his own grassroots movement asking every man in Cleveland to grow a beard – Beards for Bron – as a show of support for their man.

Chicago: With the Commander-in-Chief on its side, the Chicago Bulls might have a good shot at landing James. President Obama told TNT in an interview with Marv Albert that he could see “LeBron fitting in pretty well” in Chicago. Just in case James needs more convincing, Bulls fans, led by marketer AJ Barthold, have banded together to create SendLeBrontoChicago.com, a site so popular, it even has a following in China.

New York: Not to be outdone by Governor Strickland, New York City Mayor Michael Bloomberg and the city’s tourism board unveiled a video plea of their own as part of the C’mon LeBron marketing campaign to lure James out of Cleveland. Instead of a musical number, Bloomberg invokes the Almighty himself with a quote from the King James Bible. Bloomberg’s not alone in the campaign, either. He’s lately been joined by tennis legend John McEnroe who promises free tennis lessons in exchange for signing with the Knicks.

Our apologies to Cleveland, Chicago and New York, but we’re hoping LeBron holds out as long as he can. Who knows what marketing magic still awaits us in the Summer of LeBron?

What do you think? What city has done the best job marketing to LeBron?

Recent changes to Facebook announced at the Facebook developers’ conference have been hot topics in new media marketing and pop culture. The largest issue affecting anyone with a Facebook page – that’s now more than 400 million people – is that of privacy. While this is a relevant issue, the platform’s social developments, the Open Graph, will have a more significant effect on how we all use the Internet.

The Open Graph connects the Internet in ways never conceived. Imagine visiting a website that can access your social profile and customize content based on your likes and interests, as well as those of your friends. These connections are powered by Facebook, and the platform will become the backbone of the social web. It’s what we like to call the Facebook-Powered Internet. Currently, the Open Graph connects Facebook to more than 30 partners, including CNN, ESPN, IMDB and Pandora; however, as the new developments gather momentum, more and more websites will connect with users and Facebook through Open Graph.

The Facebook-Powered Internet will be faster, safer, intuitive and much more social. Users will be able to “travel” with their Facebook profile information, while websites will be able to recognize information about the user to help serve up relevant content. That means no more logging in or setting up accounts for websites, both a speed and security bonus. Content will be easier to find: less searching through large sites to find the exact thing you need, fewer irrelevant news articles and fewer ads that don’t come close to targeting you.

But, not everyone is on board. Facebook is getting pushback from users who fear their privacy is at stake. Facebook bases its changes on what user activity on the Internet has already shown. People want to share their exact location on Foursquare and know what strangers are thinking on Twitter. Even the word “viral” has taken on a completely new meaning today to accommodate the mass sharing that is taking place online.

Marketers and communicators need to understand that the Facebook Open Graph will change how people use the Internet, very drastically and very quickly. Although it is impossible to know exactly how these changes will affect how people receive information, buy products and support causes, marketers should be fostering and growing Facebook Fan Pages to take full advantage of this development. For each “like” that your fan page receives, you make another connection in the Open Graph. These connections are the web that ties together the Facebook-Powered Internet.

As a marketer, are you in a position to take advantage of the Open Graph? What tactics are you using to grow and engage Facebook fans?

--Marcus Andrews, @Marcus_Andrews

The Food Channel recently released its take on the Top Ten Foods of the Decade:

1. Sushi
2. Bacon
3. Cupcakes
4. Sliders
5. Gourmet burgers made with kobe or angus beef
6. Superfruits, such as acaí, pomegranate and blueberry
7. Oils, such as olive oils and truffle oils
8. Whole grains
9. Artisan foods, particularly in breads, cheeses and dark chocolates
10. Coffees and teas

While there may be agreement, or disagreement, with the actual foods named, it’s hard to dispute the fact that it is intriguing to look back over the past 10 years and see all we’ve gone through in the world of food and nutrition. The top foods were influenced by many factors, from the economy to industry to the environment and consumer education. In fact, The Food Channel also identified its own Top Ten Food Influences of the Decade – a list that may be even more interesting than the foods themselves:

1. Organic foods, along with Locavore and community supported agriculture
2. International cuisines
3. Food TV and Internet
4. Food safety
5. The economy and subsequent shift to home cooking
6. Fast casual restaurant concepts
7. Fair trade and artisan concepts in bread, chocolates, cheeses
8. Mobility/social media/Twitter notifications/underground dining
9. Mixology
10. Culinary education
    

Overall, it’s been an interesting – if not monumental – decade in the world of food. The proliferation of media and communication tools in combination with, or resulting in, the increasingly sophisticated American palates have been fascinating to live – and eat – through. As marketing professionals, it’s been exciting to see how food has influenced our society and the food industry. And as dietitians and nutritionists it’s been thrilling to see how food continues to become more entrenched in our lives and personal health. The intersection of this societal impact and greater attention to our health and well-being is hopefully something that will continue to grow and evolve and have a positive effect.

Some trends flagged to be tops for 2010 include increased simplicity, dining in, limiting salt, increasing whole grains, new beverages and carbon footprints. Certainly, all of these trends, and more, are things we must monitor when communicating with consumers and the industry. I’m also curious to see how many will simply be a fleeting fad and how many will stand the test of time and be on the “Top Ten” list of the next decade.

What foods or food influences would be on your top 10 list?

--Peggy O’Shea-Kochenbach, Vice President

Where would Susan G. Komen For the Cure be without the month of October or a pink ribbon? Where would Livestrong be without Lance Armstrong and a yellow bracelet? When it comes to branding, it turns out nonprofits and for-profits aren’t so different – at least in the eyes of the consumer. Whether the dollar goes to the beneficiary or the bottom line, a recognizable brand image is a powerful tool in a marketer’s tool kit.

Our 2009 Cone Nonprofit Power Brand 100 demonstrated that nonprofits who take a for-profit approach to brand management can reap the benefits of additional awareness and increased revenue. So, it shouldn’t surprise you that six of the top 10 nonprofit brands were also top 10 revenue earners. And, our latest research proves nonprofits can use the same principles of branding their own organizations to brand their causes, too. According to our recently released 2010 Cone Nonprofit Marketing Trend Tracker, traditional marketing elements, such as an association with a special event or time period, a memorable color, logo or icon or the involvement of a celebrity or other notable spokesperson, help nonprofit causes stand out in the minds of American consumers.

What else can nonprofits do to ensure their causes break through? Check out our sister blog, “What Do You Stand For?” for more insights. In the meantime, we want to hear from you. What are your favorite examples of a nonprofit that has done a good job branding its cause? What were the marketing factors that left an impression?

The Super Bowl is the greatest advertising spectacle of the year. But were Sunday's commercials everything we hoped they would be?

Cone folks weighed in on the hits and misses of Super Bowl XLIV's commercials. Check out the video below to hear what they had to say:

What do you think? What made you laugh, cry or just scratch your head? We'd love to hear.

Hanes’ decision to end its advertising campaign featuring Charlie Sheen, following the actor’s domestic violence charges, comes right on the heels of a flurry of other terminated celebrity partnerships stemming from the Tiger Woods scandal.

Given the recent spate of high-profile celebrity partnerships turned sour, many brand marketers are scrambling as they rethink their celebrity engagement strategies for 2010. But, before you hit the panic button, be sure to take a step back and carefully weigh the benefits and risks of celebrity engagement.

Celebrity spokespeople can be a powerful addition to a marketing communications strategy. Celebrities have strong influence with consumers and drive valuable media coverage and exposure for a brand. But there can be some risk involved. Keep in mind that celebrities are human beings – meaning they have plenty of flaws and are apt to make mistakes. While most celebrity partnerships go off without a hitch, those that don’t often end up splashed across news headlines, creating problems (and headaches) for brand marketers.

So what’s the best approach for maximizing value from a celebrity partnership while minimizing your risks?

• Do your homework – In addition to the basics of ensuring a celebrity partner is a good fit for your brand and your target audience, conduct a thorough background check to uncover any “skeletons” that may be hiding in his or her closet. If a celebrity has been tied to scandals in the past or has had previous run-ins with the law, be aware of the risk you are taking.
• Set clear parameters – When developing a contract with a celebrity, clearly outline your expectations and behaviors that will result in termination of the contract. Be sure to structure your contract in a way that gives you an out if the celebrity should engage in behavior that is not in keeping with your brand.
• Be prepared – Tiger Woods is a prime example that even celebrities with a squeaky clean image can be a risk, so prepare for the worst. Have a clearly defined action plan for handling a crisis involving your celebrity spokesperson. Determine in advance what key factors you will use in deciding your course of action. Be sure to identify the key decision makers and map out how you will communicate your decision. This will allow you to take swift action if the need should arise.
• Act quickly and decisively – In the hours following a scandal involving your celebrity partner, what you do – and don’t – say can have a significant impact on your brand. Hanes’ quick decision to pull its ad campaign sent a very clear message to consumers about its brand values to ensure the Hanes brand image stayed intact.

-- Amy Russ, Director

By now, most of us are familiar with the buzz-worthy KFC stunt at the United Nations in New York a few weeks ago. As part of KFC’s “Grilled Nation” campaign to support its new grilled chicken line, the chain has been lobbying the United Nations Secretary General asking that the “Nation” receive a seat at the U.N. table.

Image Credit: ZDNet.com

According to the tongue-in-cheek letter written by KFC President Roger Eaton:

“As Secretary-General, you have pledged to build a ‘stronger United Nations for a better world.’ We at KFC are confident that recognizing Grilled Nation will strengthen your organization and satisfy the stomachs of your many Member States.

While we realize that incorporating Grilled Nation into the UN is a long shot, we hoped to possibly squeeze a chair in between Grenada and Guatemala. We promise to make sure the mashed potatoes get passed to folks from all Member States.”

Okay. Funny, but no real harm.

Until a lighthearted sampling event turned into a security breach when an actor dressed as Col. Sanders was invited into the U.N. for an impromptu photo opp. with new president of the General Assembly, Dr. Ali Treki of Libya. According to KFC, they were spontaneously invited inside by a U.N. staffer. The U.N. is currently investigating.

The reason stunts are tried-and-true PR vehicles is because, when done properly, they can generate a ton of talk-value and buzz. And, the chicken chain and its parent company Yum! Brands are no strangers to outrageous marketing campaigns.

So, what should your criteria be when planning and executing a PR stunt? Here are a few tips to keep in mind:

• Harness the “wow” factor. Memorable events that break through the clutter are outrageous and unique. To create buzz and talk-value, don’t be afraid to think big and be bold.
• Connect the action/event to the brand. A unique, bold event can create a lot of buzz and excitement. But if there’s no brand connection (or a tenuous link), you’re going to lose awareness, create confusion and fail to generate value.
• Keep it simple. The most successful stunts communicate one strong message. Too many storylines dilute the message and leave consumers scratching their heads.
• Prepare, prepare, prepare. As they say, "hope for the best, but prepare for the worst." No one wants to put the lives and safety of consumers in danger for the sake of publicity.

There’s good news for businesses online!

New media users are increasingly interacting with companies and brand in this environment. In fact, interactions are up 32 percent from 2008 with almost 80 percent (78%) of new media users engaging with businesses through traditional online or social media channels. This is according to our latest research, the 2009 Cone Consumer New Media Study.

The2nd annual new media study, an update of the 2008 Business in Social Media Study, is a three-part survey which explored new media users’ interactions with brands, their support of social and environmental issues and their engagement with corporate responsibility practices. The research also reveals new media users:

• Feel a stronger connection to (72%) and better served by (68%) companies they can interact with via new media
• Believe companies should market to them through traditional online advertising (43%, up from 25% in 2008)
• Believe they can influence corporate responsibility decisions by voicing opinions via new media channels (62%)
• Believe companies and nonprofits should use new media to raise money and awareness for causes (79%)

For additional findings, please visit www.coneinc.com/consumernewmediastudy to download the research fact sheets.

Not one to shy away from a little “friendly” competition, Verizon is at it again. Instead of its foe-du jour, (Comcast, around these parts) this time the telecommunications giant is taking on Apple and theiPhone. Recent commercials for Verizon mobile phones feature a play on Apple’s “There’s an app for that” tag line. Boasting a far greater coverage network than AT&T – the exclusive cellular provider for iPhone – Verizon heralds, “There’s a map for that,” to show the coverage disparity.

It seems Apple is the punching-bag-of-choice these days. The popularity of the revolutionary iPhone has prompted attacks from the likes of Verizon and BlackBerry, while long-time rival Microsoft launched its “I’m a PC” campaign in direct response to Apple’s Mac computer ads featuring actors Justin Long and John Hodgman. Microsoft’s newest marketing campaigns may be focusing on the launch of its Windows 7 operating system, but they still manage to allude to its self-proclaimed superiority to Macs.

Image Credit: PC World

Taking the opportunity to go on the offensive again, Apple is set to launch attack ads attempting to lure PCers to the Mac by shining a light on Windows’ susceptibility to viruses and complicated interface. If consumers are looking to upgrade old computers, this is as good a time as any for Apple to try to winsome converts. But why the decision to use such contentious marketing messages?

The London Times blames it on the American economy. According to a Times interview, “In tough times, marketers know that people become more rational in their decision-making, so they're somewhat more susceptible to being told straight out: ‘This product is better than the other one.'” Be careful what you say in the heat of battle, however; incense your competitor enough and you could end up with a lawsuit. Gatorade didn’t take kindly to advertising claims from Powerade and ended up going to court and involving the FDA over the matter. Subway even sent Domino’s a cease-and-desist letter (the pizza chain subsequently lighted it on fire in its next commercial).

Although it’s unlikely Apple will sue or be sued, the battle for computing and mobile supremacy rages on as consumers hold tight to their wallets. Who will be the next to take on the world’s most admired company?

We all know the way to a man’s heart is through his stomach, but for marketers, it’s more a question of getting to his wallet. And, the answer? Apparently, it’s a good laugh at his friend’s expense. At least that’s what these brands targeting the 18- to 34-year-old male are hoping for:

• Captain Morgan is literally “Calling All Captains" after launching an online tool that that lets users send prank voicemails to their friends. The messages range from angry bartenders and boyfriends to the “hottie” from the bar last night. Messages can be personalized by adding the recipient’s name and even references to clothing worn the previous evening.
• Those who’d rather place live phone calls should download SpoofApp to their phone. SpoofApp lets users change the Caller ID display of the person they're calling and can even alter the caller’s voice to sound like a man or a woman. Every call can be recorded and played back later, just in case it wasn’t funny enough the first time. (iPhone users, however, are out of luck. SpoofApp was rejected by the iPhone App Store.)
  

As recent research demonstrates, there’s a definite ROI for humor marketing. According to a Canadian study, 67 percent of Canadians say humor is the secret ingredient that makes an advertisement most persuasive, more than overt sexuality and celebrity endorsement. (That’s too bad for Australian beer Skinny Blonde, whose temperature-activated bottle label features a curvy blonde who loses her bikini top as the bottle gets colder.) And, a 2009 behavioral study published in Psychology and Marketing found humor can indeed increase ad and brand recall when it’s unexpected and related to the product.

Using humor in marketing certainly isn’t innovative, but Captain Morgan and SpoofApp have taken an innovative approach to a tried and true tact. By allowing users to continuously interact with their brands, they’ve extended the humorous moment beyond an advertisement and turned it into a memorable (and lasting?) experience.

I had the good fortune of being in Beijing at the one-year anniversary of the 2008 Olympic Games. What struck me while all the Olympic hype was being relived is that China is most proud of the way the Olympics helped to integrate it into the world at large. As a country that spent decades focused internally and essentially closed off to the “outside world,” China is now relishing its global assimilation.

The early July riots in the Xinjiang province in northern China are still widely discussed, but not for the reasons you might think. The Chinese are proud the global media were granted instant access to the scene and the story was not “managed” or covered up. This access to China is one of the biggest legacies from the Olympics.

As Shanghai gears up for the World Expo in 2010, there is another push to get the city ready for the world stage in much the same way we learned that Beijing was prepped. Among the enforcements put in place, Beijingers were told not to spit on the street and to “respect the queue” on designated days, helping to change the Chinese culture of never waiting in line. In Shanghai, residents are being asked to dress properly and avoid the habit of wearing pajamas out of the house.

But, as I looked around and saw countless McDonald’s and KFC restaurants and my kids’ favorite cinnamon roll instant oatmeal at the supermarket and as I walked through the brand new Oriental Plaza mall – one that is more American than any I’ve ever been to – it struck me that I hope Beijing and Shanghai don’t head into this globalization too quickly or place too much effort on “fitting in.” After all, what sport is there in “respecting the queue” instead of reigniting my stagnant rugby skills? And why shouldn’t I see that Shanghai culture makes it perfectly acceptable to wear your tattered PJs for a trip to the store?

As marketers, I can only hope that we help China celebrate its culture and that our work there is focused on bringing our products and ideas to them in a culturally appropriate way that does not Americanize them.

(But I will confess, as a true American, I enjoy finding corn flakes buried in some corner at the store, as my kids aren’t quite ready for the spicy congee breakfast.)

During the last few months, I have heard clients, co-workers, industry colleagues and just about every marketing professional I know state that there is a lot of jockeying for position within the social media space. Even though the idea of social media has been around for a while, it seems like everyone who works in marketing communications has just awakened from a deep sleep, all at the same time, and decided that social media is going to be the focus of his or her job.

Don’t get me wrong. It’s exciting and it’s a fresh approach to what we do. However, it doesn’t, or shouldn’t, really change things that much for marketers who care about their craft. So what if the media landscape has changed drastically within the last year? So what if consumers are getting their information from completely different places than they were just six months ago? Truth be told, when the dust settles, it still boils down to a sound strategic approach and a good idea.

Of course, we need to understand and continually adapt to the new playing field. We need to know that there is a right and wrong way to approach bloggers. We should be open to a constant, steady stream of new technologies, social networks, content creation concepts and digital partnerships from which brands can potentially benefit. But, the key thing that we, as marketers, should understand is, for the first time, we have the opportunity to establish a two-way dialogue with the very consumers we are trying to reach. That’s a great opportunity, but we won’t get the chance again if we blow it with a bad idea or approach.

So before any social and/or traditional media campaign is executed, it’s important to first think about the basics. Understand your objectives, know your target, carefully build your strategies and bring to life a creative platform and idea that truly earn valid consumer and media attention. Even though we are in the world of PR 2.0, it is important not to forget the basics of marketing 101.

-- Mark Malinowski, Vice President

1. Fierce competition: Rivals square off
2. All aTwitter: Brands find clever ways to use Twitter
3. Everywhere you want to be: Marketers going mobile
4. "Video killed the radio star": Marketers are turning to Web video
5. I hardly recognized myself: Brand revitalizations

Lin-Manuel Miranda’s success with "In the Heights," Salma Hayek’s involvement in the production of "Ugly Betty" and now the potential confirmation of Judge Sonia Sotomayor to the U.S. Supreme Court are just a few examples of how Hispanics are establishing a presence and amplifying their voice in the U.S.

Over the years, businesses, marketers and politicians have started paying more attention to the growing Hispanic market, recognizing its influence and power within the marketplace and society:

• In 2003, Hispanics became the largest minority, and by 2050 Hispanics will comprise about 30 percent of the U.S. population.
• According to The Selig Center for Economic Growth’s The Multicultural Economy, Hispanics accounted for 8.9 percent of all U.S. buying power in 2008, up from only 5 percent in 1990.

Increasingly, companies are leveraging the power of the largest minority in the U.S. by successfully reaching out to this group. General Mills, one of the world's leading food companies, places great emphasis on the importance of understanding its audiences and has managed to effectively connect with Hispanics through its Yoplait brand.

Yoplait’s understanding of the Hispanic market drove it to establish a relationship this past year with Adamari López – celebrity, international telenovela actress and breast cancer survivor – for its "Save Lids to Save Lives" Hispanic program. This relationship has allowed Yoplait to create a personal connection with Hispanics through someone this group trusts and with which they identify.

It is clear that translating a general market campaign doesn’t cut it anymore if the hope is to establish a connection and brand respect. We need to understand this group’s culture, the language and what resonates with them in order to earn their support.

-- Irma Freije Koopersmith, Senior Account Supervisor

We’ve always set the highest standards for our performance and take pride in delivering exceptional work. The greatest honor we can receive is when our clients are satisfied with a job well done. But, we can’t help but be flattered when our peers recognize our hard work, too. Cone has enjoyed many successful awards seasons, and this year is no different. Whether for inspiring cause branding work or attention-grabbing marketing and PR, our work, and ultimately that of our clients, has brought us much recognition.

The season started off on a high note at the PR News CSR Awards, where Western Union was honored for its work in stakeholder engagement with its Our World, Our Family program, which it partnered with Cone to create. Western Union continues to garner a lot of praise for its work with migrants across the world, including an award from the Center Encouraging Corporate Philanthropy, who presented it with its Excellence Award in Corporate Philanthropy, a very prestigious honor in international corporate philanthropy.

Cone had an even bigger showing at the Cause Marketing Forum Awards with Timberland receiving the evening’s highest honor, a Cause Marketing Golden Halo, for its commitment to making a difference in its communities. Cone then swept the Best Health Campaign category with The American Heart Association’s (AHA) Start! program winning the Golden Halo and Jiffy Lube International taking a Silver Halo for its Maintenance Partners for Life.

The awards kept coming during the Publicity Club of New England Bell Ringer Awards ceremony as Western Union won the Bell Ringer for best community relations campaign, the AHA won for its Start! Heart Walk special event and Jockey International grabbed a Bell Ringer for best television news placement. Not to be outdone, ALPO, Ben & Jerry’s and T-Mobile USA each earned Merits.

A much-deserved congratulations goes out to all!

I was recently asked my opinion by a reporter as to whether or not we would want to take on General Motors as a client in light of all the financial issues, operational challenges and pending government ownership. While I provided the opinion, I was fairly stunned at the question itself.

As a marketer, I would find it hard to believe that there would be colleagues out there who may not want to work on an iconic brand that has been a cornerstone of our automobile industry for more than 100 years. Sure, it has a rocky road ahead. However, who in our business would not want to help revitalize such a respected and successful brand? The reason I could come up with is that there is trepidation on the approach they should take to right the ship. Assuming I were hypothetically in charge of GM marketing, here is what I may do:

First, I would further reduce its nameplates. GM is rumored to drop or spin off Pontiac, SAAB, Hummer and Saturn. I think this is a smart step, but it may not go far enough. I would counsel GM to also drop its Buick line, which now bridges Chevy and Cadillac, and save it exclusively for overseas where sales are strong -- especially in China. Then, focus on the clear core distinctions among its three remaining brands: Chevrolet (functional entry- and mid-level cars and trucks), Cadillac (American luxury) and GMC (professional and commercial). This would help to clear up any confusion with multiple GM nameplates and give each remaining car brand more elasticity within the GM family.

Once we have solved any car brand ambiguity, I would create a two-pronged marketing approach. I would create a story-telling brand campaign for GM that speaks to changes and where the company is heading to inspire confidence in consumers. In addition to this campaign, I would create a brand-by-brand approach to focus on what makes each nameplate special and distinctive. Despite price sensitivity in today’s economic climate, the primary messages of each should be focused on the quality of the products –- rather than a value message –- to build a solid foundation for the future.

Moving beyond short-term solutions, I think the opportunity for an American manufacturer to reclaim innovation is upon us. GM, Ford and Chrysler have all struggled to keep up with ingenuity from foreign competitors. In order to recapture the hearts and minds of today’s consumers, GM will need to leapfrog ahead of the pack to produce clearly superior products. It must push the envelope on quality, design, performance and fuel efficiency. Hopefully, these new products will open doors for campaigns that reflect this revitalization of American ingenuity.

Would this plan work? I would like to think so. But the real question was never what would work, but rather if I would want a chance to try. As marketers, I truly hope we all would want a chance to get into that driver’s seat.

-- Bill Fleishman, Managing Director & EVP