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While a marketing blog usually focuses on how to run a business and how to promote it, Marketing Magnetics has chosen to analyze the marketing behind President Barack Obama – not taking sides or moving against him – simply to analyze the thought processes behind his marketing outreaches.

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During his Presidential “Change” campaign, Obama won over conservatives and liberals alike with his goal to oust Washington D.C.’s political cliques. He promised to pass national health care, review taxes and assist in the economic recovery developed by a world-wide economic collapse. His marketing team was brilliant – selling the idea change was possible, even though most realized change is not up to one man against the majority of Congress.

But on Friday, Nov. 5, 2010, President Obama’s luck with marketing seemed to take a dive into a big black hole following Congressional elections where Republicans won a majority in the House.

Media outlets, on Nov. 5, began reporting that U.S. President Barack Obama would be making a trip across the world, specifically to Asia except for China, to build better relations. During the reports, announcers stated the President’s trip would cost an estimated $200 million per day or $2 billion total for the trip. This prompted outcry across the globe.

On CNN’s Anderson Cooper show, pundits argued the trip’s cost had been incorrectly reported due to a media outlet in India reporting unsubstantiated information and posting it online. President Obama was reported to be taking 3,000 people with him, and in response to questions the White House could not comment for security reasons.

The bottom line is this all spread like wild fire after a reporter posted it online!

 

CNN Host Anderson Cooper, a few days later, estimated the President’s November 2010 trip could not cost more than $5 to $10 million per day, but again there was no confirmation from the White House. Regardless of the cost, many Americans remained outraged there was any trip at all when jobless reports had continued to rise in October (2010).

Is it political suicide for any President, regardless of which President you analyze, to exhibit spending money? When so many are jobless, the economy is slowly turning a tide but not quite there and Social Security scares exist about its potential crash, what should a President do when international networking comes calling? The easy answer is, do not travel and do not spend money, but are there marketing advances the regular people like us cannot see?

President George W. Bush went out at a low point, because of his determination to finish a war he started, and the public grew tired of hearing about it. President Clinton went out on a low due to personal marital issues.

Marketing 101
Whether you are a President of a country or of a business or even a manager, you must run your corporation by example. If you expect your employees to take furlough days to save costs, then you better make sure you are trimming operational costs as well.

To successfully market and sell staff on your customer message plans, you must operate internally the same as you do externally. When politicians learn this basic marketing planning tool, they’ll be successful.

This is one game you, as an entrepreneur can beat them at – marketing by example, because perception is reality whether we like it or not.


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As many of us attempt to perfect our social media promotions, our Twitter and Facebook friends are experiencing the social media election impact with interaction to “tip the vote” in 2010.

The Guardian British newspaper in May 2010 reported that Twitter and Facebook, which had been limited primarily to United States youth in previous election cycles, had now become critical components of the election process creating social media election impact.

In fact, Charles Arthur wrote in The Guardian that a Twitter account (@Tweetminster), a media utility connecting Tweeps to UK politics, had 152,342 tweets relating to the third set of the UK political debates. That was an average of 26.77 tweets per second! (read more here)

As the Nov. 2, 2010 elections in the United States drew to a close, once again social media election impact was encouraging voting, talking polling place, social media election impact, election impact, best marketing firm, naples marketing firmabout voting and keeping people informed about election results.

The very fact that people are proud to click “I voted” button on the automatic bulletin by Facebook’s U.S. Politics page is representative of the fact people want to be involved. The U.S. Politics page has more than 132,000 fans.

As CNN began calling the remaining elections at about 11:45 p.m. Eastern Standard Time on Nov. 2, I watched the bulletin for U.S. Politics on my wall page jump the number users who had reported voting by 20,000 people in less than a minutes!

By 11:58 p.m., the U.S. Politics “I voted” application showed that 11,761,376 Facebook users had reported voting, and the number was still climbing. (see photo)

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U.S. Politics page visitors could even find their polling location if they’d forgotten. An absolute social media election impact tool to helps those who may need extra voting encouragement. When I visited the “find your polling place” page, I saw another fantastic opportunity with live chats allowing non-related Facebook users to speak about election results.

In a non-presidential election year, for Facebook or Twitter to have so much discussion about candidates and the wins and losses validates my theory for social media election impact.

KSLA-TV in Shreveport, LA interviewed a communications professor that concluded Facebook creates information and communication but it does not necessarily predict elections. They gave the example that a winner of one of the Louisiana elections had fewer “fans” than the loser. (Read more)

The Conclusion
Social media will continue to grow its popularity and interactive opportunities for visitors. With more than 11 million people taking the time to click “I voted”, I’d say news agencies and professors better pay more attention for social media election impact and basic business branding.

You may not decide who you vote for because of Facebook and Twitter feeds, but you will most likely debate with friends candidly and openly, which will improve voter understanding. Hate it or love it, social media opens doors for business branding, promoting and growing. Find your wow factor and run with it!


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Marketing Maniacs Relaxation Deprived
We’ve become so enamored with social media networking and in person networking, are we becoming socially deprived of “alone” time?

While the DREAMFly Marketing Magnetics Blog generally discusses marketing methods, this week’s blog focuses on balancing real life with your online life.

Do you really want to have to look back and say you were so busy networking online, you forgot about enjoying other parts of your life?

Personal Versus Internet Socializing
Nearly 80 percent of the United States population is surfing the Internet on a regular basis, according to World Development Indicators on Google, compared to less than one percent in 1990 during the Internet’s early life stage.

According to The Nielsen Company, global* consumers spent more than five and half hours on social networking sites like Facebook and Twitter in December 2009, an 82% increase from the same time last year when users were spending just over three hours on social networking sites [a month]. In addition, the overall traffic to social networking sites has grown over the last three years. (Source: NielsenWire)

In addition to Internet networking, many business owners are also spending an hour to three hours a week socializing at professional events. So how do you balance personal and professional time and remain successful?

Marketing Efficiently & Effectively
Most of your day is spent on only 20% of your activities, meaning the little time you spend enjoying life is lost in the shuffle very often. (Source: Life Optimizer) So the key is to reduce that 20% of work into more like 50% of your time. But how in the world do you do that? Easy step to winning your life back:

  1. Organize your week in advance creating a schedule
  2. Schedule your tweets for business purposes in advance (saves on average 2 hours/week)
  3. Focus on tasks with deadlines first so you are never behind
  4. Non-deadline tasks can always wait
  5. Stick to your schedule as much as possible
  6. Make dinners that are quick (broilers speed cooking times up fyi)
  7. Women could consider washing hair at night to speed up morning preparations
  8. ]

  9. No matter what take an hour or two at night to do nothing but what YOU want to do to relax

Word Press alone hosts 13.9 million blogs according to its own statistics website. Think how many hours we all spend managing blogs and online socialization. On average, most bloggers spend four to six hours per week writing and managing their websites.

You Are Important
As an example, not only do I have a marketing firm, but I have another full time job. I maintain two full time jobs, and I am a wife with other responsibilities. I find time, by cutting myself off even when I need to work more. I save time by auto-tweeting as much as possible and limiting Internet time for tasks such as this, a useful how-to article.

According to the U.S. Bureau of Labor Statistics, most of us spend less than a half hour relaxing or thinking. In fact, most people believe relaxing is watching TV, but that is still stimulation.

Market to your heart’s content. Work hard but rest easy and you’ll improve your overall job performance. Take a deep breath and plan – you’ll feel better and be more productive.


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Newspapers Fight War With Communication Revolution: Is it the death of newspapers?

Moments define us as people. Moments define historical times.

Now, the world is knee deep in a communication revolution defined by the moment consumers began choosing social media communication and cell phone texting over traditional communication methods.

Most people receive text alerts of daily news on their cell phones or have applications that feed it to them directly, removing the need for purchasing a printed newspaper. This creates a challenge for businesses to reach consumers with a method they understand.

NEWSPAPER DECLINING NUMBERS PREFACE CHANGE
On April 27, 2009, New York Times reporter Tim Arango reported that just in 2009 newspaper sales had declined by 7 percent on average, which may not sound like a resounding cry for help, until you hear all of the statistics.

The top 25 newspapers in the U.S. all, in 2009, reported declines in circulation except for the Wall Street Journal, primarily because it is a must have for businesses and investors. According to the Audit Bureau of Circulations, in the 2009 New York Times article, the New York Post reported a 20.6 percent decline in its circulation! (click to read Arango’s full article)

“One shouldn’t be in denial that this represents people quitting newspapers to get news from the Web,” Mr. [Rick] Edmonds said. Edmonds during the interview was the media business analyst at the Poynter Institute, a nonprofit organization that owns The St. Petersburg Times in Florida.

Gannett, the largest newspaper publisher in the U.S., has reported an increase in profits for the second quarter of 2010. The company’s secret however is not printed newspapers, it is other magazines as well as a Yahoo partnership for online advertising using behavioral analysis of online readers. (read more…)

COMMUNICATION REVOLUTION EXPANDS BUSINESS CHALLENGES
Since the fall of 2008, newspaper sales have declined at an accelerated rate, confusing many business owners about how to reach consumers.

“Newspaper Web sites attract more than 73 million unique visitors each month, on average, according to an analysis by Nielsen Online for the Newspaper Association of America,” (Business Insider the Wire, July 16, 2010).

Internet advertising expands a business’s reach a million times beyond what a printed newspaper can offer. With that benefit, comes a challenge in understanding the World Wide Web, what online advertising sites work and for who.

This is precisely why newspapers, magazines and other print publications are now focusing more heavily on online readership offering partnerships with Google, Yahoo and other behavioral-based search engines to produce online advertising in an effort to ward off the death of newspapers.

Rick’s List, a CNN news program, hosted by journalist/anchor Rick Sanchez raised the consumer and news interaction level by allowing Tweets on-air during the show. Sanchez covers news based on his chosen Twitter lists and feeds and fans can message him during the two hour TV program. He single handedly changed consumers interaction with TV news, yet, print publisher seem married to stagnet written material rather than interactive reader experiences. Webinars or online community meetings could even be options for online newspapers.

Advertisers now rely on paid online advertising, social media advertising both paid and free as well as article submission sites to influence consumers.

If texts are preferred over cell phone calls, as reported in the Wall Street Journal, then I wonder what our children will be talking about when the next communication revolution breaks.

Will printed newspapers be alive then? ……I’d confidently guess no.

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Make Online Advertising Less Tricky – Make It Simple

To market online, you better make sure you know who your target audience is. You should never guess with any advertising, especially online, because unlike your nice local magazines, it will cost you a lot more with useless click-throughs if you are not marketing to the correct audience.

Creating Online Ads With Call to Action
Ads must have a call to action. You should not expect people to just click on your ad unless you are doing a serious giveaway like a car or a home. There is so much online that browsers see, you really have to call their attention and give them a reason to click.

Best tip to accomplish this is if you are marketing for example a sale of 25% off your products, use a call to action like “Empower Your Body buy vitamins 25% off” or some kind of wording that tells the browser why he or she should care about the sale or products you are marketing.

Determine CPC or CPM
What in the world am I talking about? Some may know. Others may be lost at this point. CPC is the price you pay per click for an online advertisement when someone actually clicks through to your website. CPM is the price you pay for an online ad by the number of “impressions” you receive on the site you are advertising. This is not a great option unless you expect massive click-throughs with your advertisement, CPM may be more cost effective.

What I have found is that Facebook browsers click through to just about anything. You are better off paying for CPM (per impression) especially if you are giving a service or product away. A click through doesn’t necessarily mean a sale and then if you people just click and don’t buy you might as well have reach more people and paid less.

Use Online Forums That Optimize Online Ads
There are websites that will optimize ads for you. If you, for example, become a new Google AdWords member you have 30 days free of charge where they educate you about the entire Google platform, how to market, where to market and how much you REALLY need to spend to accomplish your goals. It’s a fantastic free service! Here are some other platforms with low costs for ads that promote click throughs at a much lower rate than Facebook and Google AdWords but use links on Twitter and/or Facebook to promote your business:

  • Magpie (a tweet service that pays others to promote your link)
  • My Likes (Unlike Magpie you actually choose what links you promote on your own terms)
  • RevTwt (register and pay others to promote your products)
  • TwitAd
  • Sponsored Tweets (new by IZEA a SEO Ad platform)

For Facebook ads, it’s simple. You identify what geographical area(s) you want to advertise in, ages you want to reach, what “likes” your customers might have in common and you bid on a CPC or CPM basis with a daily budget that FB will not allow you exceed, unless you change it. It protects you and your budget, but again I heed you on using CPC for sales and giveaways.

Remember branding 101 teaches us to match our public relations and customer tone to advertising – Read more about this.

DREAMFly Marketing adds zing to your marketing. Services including: design, press, advertising and marketing planning. We can help you dominate the competition, click here to contact us for a consultation.


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Part 3 of a 3 Part Series
Making Business News Newsworthy:

In part 1, readers learned what is classified as newsworthy news. In part 2, readers learned the tricks of writing successful press releases to produce results from media outlets.

In this final part of the series, part 3, learn how to send and where to send that captivating press release to deliver results. Where should it go and how?

Part 3: How to Send a Press Release

  • Establish a list of local media outlets
  • Use free online press release distribution websites
  • Analyze if paid national distribution is cost effective

Establish a list of local media outlets

For small to medium businesses in a city that is a not a major metropolitan area such as New York City or Los Angeles, you should be able to create a media list fairly quickly.

To submit a press release to a newspaper, is fairly simple as most newspaper websites include a news submission area. I recommend creating a distribution email list.

Visit various media outlet’s websites by Google searching “media outlets in [your area]” and identify emails for your media list:

  • Reporters assigned to your news subject
  • Editors over newspaper content – there are many sections
  • Assignment desk emails for television news
  • TV reporters covering your “beat” or area
  • Fax numbers for each media outlet

Creating a list for my area in Naples, Fla. for example took about one to two hours. You also have the option of buying media lists from a number of online providers, just search Google. But unless you are in a very large metropolitan area, it is really a waste of money to pay for a list, as they are often outdated.

Use Free Online Press Release Distribution Websites

Nearly all newspapers allow you to submit for free online and often that works better than emailing attachments. The Associated Press news release submission area, is simple to use. But you cannot attach releases, you must copy and paste them into an email.

Another great site where I have had international interest from press releases is Pitch Engine, an online press release distribution firm. They do not fax media. It is however a site media frequently visit. Although Ezine Articles is a great site, traditional “sales” news releases have trouble getting published and you would need to rewrite your company news just like a reporter would. So I only recommend it to those of you with time on your hands or staff to handle the responsibility.

Analyze if Paid National Distribution is Cost Effective

National distribution of a press release is very costly, especially for a small business, if you pay for it directly with an online source. Hiring a marketing firm such as DREAMFly Marketing makes sending a press release nationwide much more affordable. Think out of your area too! Your marketing firm does not have to be local. We are a Naples, Florida Marketing firm handling clients across the U.S., so look around.

If however your company is developing a cutting edge creation that you know is hitting it big, then it may make sense to invest money to distribute your press release nationally. When you hire a PR firm to distribute nationally, it is more expensive than doing it yourself, unless the firm is handling all sectors of your marketing plan.

Pitch Engine is a free site previously mentioned, but you may also pay between $19.99 and $49.99 for various newsroom plans so your releases never expire. PR Web charges $360 per news release if you want your news to be sent to premiere outlets such as USA Today.

PR Newswire has a lot of hidden costs, although boasts a low subscription fee. It costs $415 to have a logo on a subscriber’s online releases.

The only national distribution site I would confidently recommend for cost effective purposes and news reach is i-newswire. It is reasonably priced between $13.33 and $23.50 per press release and goes to many of the same media outlets as the more expensive distribution programs.

In summary, make sure you news is really news and ensure you are writing your business news just as a reporter would to ensure once you have your media lists, company news publishes seamlessly.

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