the official domus, inc. blog » marketing communications

It takes a village to create a great campaign.

Joanne Michael — Mon, 30 Jan 2012 16:31:57 +0000

Today’s rapidly shifting marketing and media landscape means that client and agency professionals must be more integrated than ever before. We can no longer think of ourselves as marketing managers, account managers, media planners, art directors, copywriters or research managers. We are all buyers, sellers and enablers of media and must work together to achieve a successful campaign.

Here is what I have recently witnessed within the industry. The lines between public relations and social media are blurring. Account managers need to be well-versed in analyzing technical data, interpreting those results and translating those results into strategic recommendations. Media professionals need to understand the brand strategy and all of the media options available today including social, online and mobile campaigns as well as established channels like broadcast and print. Likewise, creative and production teams are learning new technology and software programs in order to keep pace as well as how to translate TV or print concepts to online and mobile. And everyone needs to have in-depth expertise within a client’s business.

At a recent Ad Club Second Annual Media Innovation Day, attendees were polled about how the fluctuating advertising environment is impacting their profession. The outcome indicated that media professionals, in particular, are increasingly working with other departments within their companies. When asked which departments they work with “very often,” 31% included their brand planning department and a quarter cited their creative departments. Over half described the use of other departments within their company to develop client campaigns as “very important.” And 32% use their analytics departments to measure every client campaign.

Some other interesting statistics are that Americans have access to:

1 trillion web pages
65,000 iPhone apps
10,500 radio stations
5,500 magazines
200+ cable TV networks

At Domus we take a holistic view of our clients’ business objectives, including their target audience and how they consume media, react to all forms of advertising and what their brand preferences are. Our strategic planning approach allows us to understand the extraordinarily complex dynamics of the marketplace from the very start of a project to better equip ourselves and our clients to make decisions about how to connect with customers across all the available platforms. In this way they can achieve the greatest results and analyze the outcomes in qualitative and quantitative terms.

Joanne Michael is an Executive Vice President at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805

Public Relations in the Age of “New” Media

Amy Whilldin — Mon, 19 Dec 2011 13:55:54 +0000

Communications and media as we know them are evolving at a rapid pace. The manner in which we communicate and what is considered “media” is ever-changing. I remember public relations in the era of blast fax distribution and the pre-World Wide Web era. I realize that I’m dating myself by making these statements, but the fact remains: those of us in public relations are ever-challenged to keep abreast of “new” media and to discover ways in which to use it to our – and our employers’/clients’ – best advantage.

Take social media, for example. Consumers are increasingly relying upon social media for their information – going to a company’s Facebook page, for example, before visiting a company’s website. And consumers demonstrate their brand preferences (and loyalty) by following and liking their brands of choice on Twitter and Facebook. In fact, a recent Nielsen report states that 53% of active online adult social networkers follow a brand, that social networking and blogging now account for nearly a quarter of total time spent on the Internet and that Americans spend more time on Facebook than they do on any other U.S. website. Pretty compelling statistics…and pretty valid reasons why public relations professionals need to include social media as part of their overall communications tactics.

Naysayers may dismiss these statistics, but I recall a similar conversation about the World Wide Web nearly 20 years ago. Enough said.

But beyond B2C communications lies the evolution of “media.” Media is ever-increasingly an online vehicle as printed media – printed news media, most especially – fades away. Writers and editors rely on social media platforms to magnify their voice and reach in the hope that it will (1) increase their reach and (2) drive traffic back to their articles/website, thereby increasing their readership and the value of their advertising.

Even what we consider “media” sometimes comes into question: are bloggers considered media, for example? In my opinion, creating online content does not a member of the media make; however, those with the forum and the voice may not be afraid to use it. So we as public relations professionals must manage these relationships just as we must consider social media platforms as media relations tools – platforms for engaging with the media and platforms for communicating with our various publics.

Does your company need assistance navigating the evolving world of social media? Do you have the tools necessary to harness the power of social media in order to communicate your messaging in a cohesive and an articulate manner? Domus does! Put our expertise in public relations and social media to work for you. Visit www.domusinc.com today and be an active part of the conversation that’s taking place in the world of social media.

For more on this topic, see “Public Relations in a Social World” posted on COMPREHENSION – PRSA’s blog: http://comprehension.prsa.org/?p=3557.

Amy Whilldin is an Account Director at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805.

The Right (and Wrong) Way to Attract Twitter Followers

Greg Smore — Mon, 12 Dec 2011 23:30:41 +0000

One of the best ways to measure a company’s Twitter presence is to take an inventory of its followers. With that being said, companies and individuals put an extraordinary emphasis on obtaining as many followers as possible, and with good reason. It may seem like a popularity contest, but more followers means that more people are seeing the messaging of that company or individual and ultimately raising the visibility of that brand or person.

It’s so important that some people will do anything they can to increase their followers. But there is a right and wrong way to attract followers. Politicians have taken to Twitter to spread their campaign messages (some have ulterior motives, but we won’t name names in this blog). In the early stages of the GOP nomination process, Newt Gingrich boasted that he had 1,325,842 followers, whereas Mitt Romney and Michele Bachman have not even cracked the 100,000 mark. However, it was later learned that more than 80 percent of Gingrich’s followers were dummy accounts and were obtained by an agency that is paid to bolster Twitter followers for a fee http://gawker.com/5826645. As you can see, this is the wrong way to attract Twitter followers.

There are numerous ways to legitimately increase followers. Kevin Rose, the founder of Digg.com, discusses 10 ways to increase followers in the following TechCrunch article: http://techcrunch.com/2009/01/25/kevin-rose-10-ways-to-increase-your-twitter-followers/. Here is one excerpt that specifically caught my eye:

“Start a contest. @jasoncalacanis offered a free macbook air if he reached the #1 most followed spot. That never happened, but Jason added thousands of followers…brilliant.”

Domus has developed and implemented numerous Twitter contests for its clients. A recent Dacor contest included various product giveaways and successfully increased the company’s followers from under 700 to 3,366.

The most important aspect of attracting followers is that a company’s Tweets should fulfill some need. Dacor’s Twitter feed is populated by useful information regarding the company’s products, money-saving deals, recipes and the occasional contest/giveaway. Contact Domus to learn more about our Twitter strategies and how we can help your company.

Greg Smore is a Senior Account Manager at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805.

The Power of One-on-One Consumer Engagement

Joanne Michael — Mon, 05 Dec 2011 18:04:44 +0000

In the era of Facebook and Twitter, has “engagement” with consumers been redefined as simply social media contact? Communicating effectively in a one-on-one manner with existing customers and the new generation of customers has become even more important in light of the bombardment of digital and traditional advertising messages.

Experiential marketing, especially one-on-one interaction with customers, can create a branded and memorable experience to help strengthen your marketing campaign. This experiential marketing has the ability to appeal to all five senses, giving customers the opportunity to engage personally with your products and your brand. According to a recent online survey of 2,574 consumers ages 13-65, in the top 25 U.S. markets, the results confirm that this increasingly important marketing medium resonates strongly across demographics and product categories. In fact, 72% of 18- to 23-year-old consumers say experiential marketing would make them more receptive to the brand/product advertising; 59% say it would lead to a quicker purchase.

This study also indicated that live marketing experiences were shown to be a valuable way to increase marketing ROI: 75% of consumers say that participating in a live marketing experience would make them more receptive to the product/brand’s advertising; 75% of consumers said they would be extremely likely to tell others after participating in a live marketing event, extending impact through word-of-mouth.

Domus has had great success with live marketing experiences for the Pennsylvania Lottery to help launch its new instant ticket games. Each event utilized a creative overlay that reinforced the traditional advertising program of television, radio, print and outdoor. The theme was brought to life through a state-wide bus tour including live activities with audience participation, street teams, signage and ticket giveaways. Each tour garnered pre- and post-event press coverage as well as a multitude of attendees. The results? Another record-breaking year of ticket sales for the Pennsylvania Lottery!

More Important Than Social Media or Advertising

Marco Padovani — Fri, 07 May 2010 04:33:41 +0000

Social media marketing, advertising, and PR are all important components of an effective marketing strategy. However, those components lose their effectiveness, and even become detrimental, when the brand itself is faultering. Advertising is about increasing brand awareness, but when people think negatively about your brand, increasing awareness does not help. Similarly, the social media landscape is where people are communicating among each other about you, about your competition, and about everything else. But again, when people have negative thoughts about you, encouraging more conversations is counterproductive.

Successful brands are those that are singularly focused on delivering the best products and services in markets consumers demand. Consider companies like Apple. On top of their other successes, their iPad is on target to being the fastest product in history to reach the $1 billion mark. Although Apple invests in marketing (principally advertising and minimally in social media), it own’s the public’s perception as a company that delivers the most innovative and desirable devices. Apple is focused on product and customer first, which then enables effective communication options.

On the other hand, companies that cannot consistently meet and exceed their customers’ expectations will faulter no matter how much attention is paid to the remainder of the marketing mix. Their focus should instead be on their products and service. Once those are on the right track, companies can once again employ communication tools to regain growth.

Domus is a marketing communications agency based in Philadelphia, focusing on fundamental marketing strategies that employ wide ranges of communications media and delivery. For more information, please visit us at http://www.domusinc.com.

Nike’s Tiger Woods Ad

Marco Padovani — Fri, 09 Apr 2010 12:50:10 +0000

Last month we we had a post titled Marketing Lessons from Games and Sports. In it we discussed the necessity of thinking through our marketing moves, including asking what will our competition – the other “player(s) – do in response?

Nike’s new Tiger Woods commercial featuring the voice of his late father (timed for the opening of the 2010 Masters) is another good case study for that post, but with a twist. In that post, we referenced the potential response of the the competition, but in today’s social media world, you and the competition aren’t the only players in the communications game. The rest of the world – customers and non-customers alike – are also players. So, it is just as important to consider what these other “players” will do.

As it turns out Nike put out an ad showing a silent Woods staring at the camera while the disembodied voice of his deceased father asks if he learned anything. Separate from the question as to whether this ad was effective in its direct communication, I wonder whether Nike thought through the next moves of the other players, specifically the universe of consumers. Immediately after the ad aired, in addition to negative comments throughout the internet, video parodies of it started appearing. Nike might say that they hoped for this (generating buzz), but I’m not so sure that they hoped for all of it; otherwise, why are they now making youtube pull the commercial parodies, invoking copyright infringement?

Below is an original posting of one of the parodies on youtube.

(Unfortunately for Nike, the video can still be found elsewhere. Here is one location: www.gather.com.)

Domus is a marketing communications agency based in Philadelphia offering advertising, public relations, digital, and social media marketing expertise in an integrated approach based on sound, classic principles of marketing. For more information, visit us at http://www.domusinc.com.

P&G’s eCommerce “Experiment”

Marco Padovani — Tue, 19 Jan 2010 06:00:12 +0000

It was only a matter of time before big consumer packaged goods (CPG) companies started marketing directly to consumers, bypassing their traditional retailing partners. For years, those partners have been squeezing the CPG companies as much as possible. And, if that wasn’t enough, retailers have been offerring more and more private-label alternatives to their CPG “partners”.

So now Procter and Gamble just announced that they are setting up their first ecommerce site, initially as an “experiment” rather than as competition to their partners. But I presume private-label brands started out as an “experiment” by retailers also.

The shape and pattern of consumer purchasing continues to evolve, and as marketers, we have to remain nimble in our approaches. Otherwise, the share and power of our brands will erode. On the other hand, the opportunities for those of us with a pulse on the market should be exciting.

Domus is a full-service marketing communications agency based in Philadelphia. For more information, visit us at http://www.domusinc.com.