Corporate Governance Goes Multimedia
November 18, 2008
Multimedia is not just for entertainment. A few companies understand this and are using multimedia tools to communicate their Corporate Governance.
For example, Netflix uses their website to show videos of members of the C-Suite.
It is nice to see pictures of top managers and many companies show pictures of C-Suite members, but it is even better to see and hear them.
Netflix also uses multimedia to make available webcasts of significant events and presentations.
Note also that each page has an Investor Tools section that allows visitors to access other related documents. Nice job Netflix.
Another company using multimedia is Microsoft. They offer videos, webcasts of speeches, and presentations on more than financial matters. They have videos of a wide variety of corporate events.
But they go further. On the Press Pass page they have pictures, backgrounds and speeches from the entire C-Suite. Bravo Microsoft.
In their recent book Transparency, authors Bennis and O’Toole indicate –
The definition of transparent is simple enough it means capable of being seen through. Now as a free society, we long for our public institutions, our corporations, and other organizations to be honest and open about their dealings.
A overview video is available here.
Kudos to Netflix and Microsoft for taking an important step to enhance their transparency for stakeholders.
If you're new here, and have enjoyed what you've read, you may want to subscribe to my RSS feed. Thanks for visiting!
Corporate Ad Gets in Trouble: Motrin Apologizes to Moms
November 18, 2008
How does your corporate media stand up to consumer sensitivity and awareness? Do you know what it is that your customers want, really want, and more importantly what they do not want? Being aware and sensitive to the needs of customers can be challenging along with staying cutting edge and in tune with today’s market. It takes a smart, sharp but edgey marketing department to know what will appeal to consumers and what could possibly turn them off.
Let’s say that your marketing department has a great idea for a marketing piece, one that they think would do well in reaching the mass audience of buyers for your product. Now, let’s also say that your product is used by millions and does its job well in satisfying their customers. And finally, let’s say that the corporate marketing department thinks that this ad campaign will be so appealing and so innovative, that sales will likely increase from it and the demand for the product will increase as well. Now, let’s see if what you ”say” in the ad will actually deliver. Herein is where the issue lies: What we say or what is said in advertising is crucial to the marketing impact that is made with consumers.
Earlier on last week, Motrin made a huge mistake when they ran an ad, attempting to appeal to moms who “wear” their babies on their bodies. The ad suggested that these moms were “tired” and “cranky” and are just burdened down with being connected to their babies all of the time. In the ad video made by Motrin, there is quite a bit of subliminal messaging to the listener suggesting that because you co-wear your baby, you are in pain all of the time, and you shouldn’t be held accountable for anything that you might do or say that could be potentially offensive. Motrin could not have made a more offensive move than putting this advertisement out to the consumer. But, after a series tweets, a flurry of emails, backlashes from bloggers and phone complaints, they immediately offered a statement of apology and promptly removed the ad from their site. This apology was done in a response to consumers and moms lashing out against these claims made by Motrin that co-wearing the baby is “undesireable” or “burdensome” to moms.
When companies goof up and make statements or ads like this, it can be unfortunate to their business and to their reputation. Now the only thing that saved Motrin in this case was the fact that they acknowledged their error, offered an immediate apology to those offended and removed the ad from their site:
I am the Vice President of Marketing for McNeil Consumer Healthcare. I have responsibility for the Motrin Brand, and am responding to concerns about recent advertising on our website. I am, myself, a mom of 3 daughters.
We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution.
-Kathy
Kathy Widmer
VP of Marketing - Pain, Pediatrics, GI, Specialty
McNeil Consumer Healthcare
215-273-8192
kwidmer@mccus.jnj.com
The apology offered by the Vice President of Marketing seems and sounds very sincere and well thought out. But I think what the company has learned from this grave error is to never assume anything about an audience or consumers. I personally have never co-worn any of my babies but I have carried them around all day, nursed them and have done my fair share of stooping over to pick up toys, tend to boo-boos and find imaginary ghosts in their closets. Tired? Sure, but to imply that because I’m cranky or worn from being a mommy to my children and that somehow taking Motrin will make it all better is by far an offensive thing to suggest. Motrin isn’t strong enough! Seriously though, moms are generally happy to hurt for their children and don’t always lash out against others because of our fatigue and overwhelmed feelings. It’s all a part of the job description. While we do and will need something on occassion for our discomfort, we want to be the ones to make that choice and determine that point. When a company says that they sympathize and understand what you’re feeling, you may have a hard time believing them. Every mom is different just as every consumer is different. Bottom line: don’t assume anything.
A Case Study in Consistent Branding - Puccino’s
November 17, 2008
I came across an excellent example of consistent branding on one of my favorite design blogs today, Brand New, that creates a clear message to a targeted audience which customers recognize and have quickly come to expect - Puccino’s a coffee bar with franchises in the U.K.
Check out some of the pictures of Puccino’s cups, signs, sugar packets, bags and more below, and notice how there is no doubt that these items come from the same company and deliver the same brand image - irreverant humor for a less formal audience. Puccino’s hits the ball out of the park in terms of meeting the 3 key components of developing a brand - consistency, persistence and patience. Read more
Tech Companies Realize the Power of Social Marketing
November 14, 2008
When busy professionals invest in a gadget or software that makes their lives easier, they’re so ingratiated that they want to tell everyone about it. That’s exactly what the tech industry hopes that you will do.
Social media sites like FaceBook, Twitter, MySpace and others have finally gotten the attention of some Tech companies who are looking to increase their customer base by using these outlets. Although these media channels have long been thought of as simply ways to meet people who are interested in personal relationships, the shift towards marketing and media relations has been gradually shifting and allowing companies the chance to get on board an absolutely savvy marketing idea that’s good for all interested parties. Read more
Ad Testing Via New Facebook Application
November 14, 2008
The Ad Battle application for Facebook is a new app that’s getting a lot of buzz lately. The Ad Battle app was created by Buddy Media and Jason Culbertson of Atmosphere BBDO. It’s been compared to the popular Hot or Not website by Advertising Age, and it gives Facebook members the ability to compare two randomly displayed ads then vote on which one they think is better. Once a person votes, the voting results to date are displayed to see if he or she voted with the majority or not, and then that person can move on and vote on the next pair of ads. Users can also upload their own ads to add to the voting mix.
Albeit, Ad Battle is far from an exact science, and most users at this early stage are ad industry insiders, but the potential is huge. The basic concept could be applied in so many ways to create a social web buzz, to test ad concepts, to rate ad performance, and more. Read more