Posts Tagged 'marketing'

Is Negative PR Bad for Business?

By Sarah Bonewits-Feldner and Tom Isaacson

For practitioners working in corporate communication and public relations, an ongoing concern is the impact of negative publicity on relevant target audiences. The old adage “there’s no such thing as bad publicity” – frequently cited by business journalists and alternately credited to either P. T. Barnum or an ambiguous “they” – deserves a closer look.

Unequal, a sport-equipment manufacturer, recently decided to use the controversial Michael Vick to promote its products. In a story described in the Wall Street Journal, company executives and consultants debated if the move would help the relatively unknown company or if it would be ‘business suicide.’ Apparently, it was the former.

According to the article’s author, Lee Hawkins, after the endorsement deal was announced the high number of hits on Unequal’s website crashed the site and sales initially went up 1,000 percent before settling “at about triple what they were a year ago.”

However, we know a single example rarely settles an argument. For every organization that benefits from negative publicity, counter examples exist as well. Continue reading ‘Is Negative PR Bad for Business?’

Like It or Not: Facebook’s “Like” Button Causes Users to Question Online Privacy

By Lauren Haberkorn

A few months back, Facebook introduced the new “Like” button. Since the launch of that seemingly simple and fun addition to Facebook, users have been “liking” their favorite things and presumably enjoying this fun new button!

It turns out, however, that websites and corporations may actually be the ones liking the “Like” button most of all. Since its launch, nearly two million websites have added the small icon with a picture of a “thumbs up” to their webpages. Not only can you “like” a friend’s status update, photo albums and wall posts; you can also “like” that Christmas dress from your favorite store, a particular article from the New York Times, or the new gadget that you want for Christmas. The “Like” button is now popping up all over retail websites, company homepages, and gossip blogs. With just one click, you can simply say you “like” whatever it is you’re viewing.

It seems so simple. But what happens next? Of course we know our profile and news feed reflect our newly found “like,” but does the owner of the webpage that we “liked” gain access to our personal information and information about our friends? The answer does not seem so clear… Continue reading ‘Like It or Not: Facebook’s “Like” Button Causes Users to Question Online Privacy’

Alumni Team Wins Clarion Award

Menness, Balistreri and Thomas in front of their award-winning projectThis month, alumni of the Diederich College of Communication M.A. program Jennifer Meness, Ruby Thomas and Dawn Balistreri were honored as 2010 Clarion Award winners for their project “Eroding, Embracing, or Elevating the McNeighborhood: An Analysis of Milwaukee’s McDonald’s Restaurants.”  The Clarion Awards, presented annually by the Association for Women in Communications, recognize outstanding work in marketing and communication. The paper received an award in the Photography, Graphics and Design Communications division, Special Design/Creation – Series of Items category.

While studying in the Diederich College of Communication, the three graduate students worked together to explore the effects of fast food restaurants on poverty and neighborhood image. The team first received recognition at last fall’s National Communication Association convention in Chicago, where the project was named “Best Overall Scholar to Scholar Presentation” and “Most Accessible Scholar to Scholar Presentation.”

Congratulations to our talented and creative graduates of the Diederich College of Communication!

View the full list of Clarion Award winners on the Association for Women in Communications website.

Going Viral

By Lauren Lazzara

Some of 2009’s most innovative ads include All the Single Babies, JK Wedding Dance, and David After Denist. Today,Lady Gaga was the first artist with one billion online video views. Why did each of these videos go viral? Although you cannot create a viral campaign (you never know if your campaign will go viral), there are a few things that all viral videos have in common.

1.) Your video must be engaging. Why do you think that Lady Gaga was the first artist to have one billion video views? She is creative and out of the ordinary. Although businesses want to use videos to promote themselves, it is important that the video is about the audience. Lady Gaga is over the top and puts on a show for her audience. Even if you are not her biggest fan, you are most likely going online to see her latest music video.

2.) Aside from engaging, it needs to be clever and imaginative. As Gabby Diaz of Marketing Experiments Blog says, “Your not only making a video people will pass along, but spreading a brand that viewers will want to remember and reengage with.” The “JK Wedding Dance” became so popular because nobody had seen a bridal party dance down the aisle like that. It is creative and memorable and therefore spread quickly. Audiences wanted to reengage with it, whether sharing or re-creating the video. It was even re-created on The Office! Continue reading ‘Going Viral’

Twitter Marketing – @AJBombers Style

By Amanda Eggert

Today my Marquette social media class was fortunate enough to have Joe Sorge from AJ Bombers speak on social media marketing. Joe owns several restaurants in the Milwaukee area including AJ Bombers, Water Buffalo, Swig, and soon-to-open BBQ joint, The Smoke Shack. So what does this local restauranteur know about social media? Turns out, a lot!

Earlier this week, Joe was featured in the Wall Street Journal for his use of social media to promote AJ Bombers. So without further adieu, here’s my mini case study on what he’s doing to gain such recognition. Oh, and please note I’ll use Joe and AJ Bombers interchangeably here.
AJ Bombers uses all social media platforms the same way: to engage customers at the point of experience. The goal here is to catch and respond, so time is of the essence. According to Joe, it’s not about driving traffic to their website, but making customers feel like part of the community.
AJ Bombers found an effective use for the geo-location service, four square. They’ve set up special offers for people who utilize the platform. Since using four square, sales of menu items promoted on the platform have risen 30%. Talk about ROI! Continue reading ‘Twitter Marketing – @AJBombers Style’

The opinions expressed here are those of the individual authors and do not represent the views of Marquette University or the Diederich College of Communication.

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