Monday, October 29, 2007

An Interactive Twist on the Consumer Grapevine

In doing some research I stumbled across this very cool site I thought I’d share. It’s ExpoTV’s online platform www.expotv.com. They call it the ‘consumer grapevine’ and that’s exactly what it is. Thousands of video reviews, product ratings, and more in a consumer content driven environment. For consumers looking to get information about a product from someone more like themselves as opposed to ads or market research, this is the place.

Consumers sign up and then create these “Videopinions” as quick and simple reviews on a wide range of products from a new flavor of Doritos to vacation spots to cars. There is no shortage of reviews on any given product as consumers are actually paid to post their opinions, $2 or $10 for each review, depending on the product category of the reviewed item.

Not only is this a perfect place for consumers looking for unbiased product information, it’s an easy way for companies and marketers to see what consumers think of their products, and view a wealth of information on what consumers are enjoying, but more importantly – why. Many of the reviewers are explaining what they like and dislike but without realizing it, they are also revealing what they value, how they relate to products, how usage of these products makes them feel, what is irritating and what turns them off.

ExpoTV has partnered with numerous cable operators to create buying guides on demand. Crave is one of the newer series that features the top rated Videopinions from the Web site. These on demand programs can be found on Comcast, Timewarner Cable, VerizonFiosTV, Cox Communications and several other cable providers.

The online portion of ExpoTV and the on demand capabilities are extensions of the ExpoTV Network, which is the first of its kind as a consumer-information centered network to offer shoppers what amounts to a catalogue on TV. It showcases product demonstrations, ratings and reviews 24/7 with shows that cover specific product categories such as home electronics, the travel industry, and fitness and beauty. Marketers can take advantage of this type of TV Network too, using more long-form advertising. Especially with TiVo and DVR becoming so widely popular, consumers are quite used to fast forwarding through TV commercials. But with on demand services becoming more and more utilized for product research and shopping, it’s a crucial environment to be present in to reach consumers looking for information on a variety of products.

Check it out sometime; online, on demand, on the network, take your pick and let me know what you think.

Friday, October 19, 2007

A Blog About Blogging

Perhaps it’s a bit elementary to blog about blogging but for those of us in the advertising and marketing industry it has become such a powerful viral tool we simply cannot ignore the benefits of entering the blogosphere.

I was inspired by a recent Webinar I attended on this subject, presented by Second Wind. (www.secondwindonline.com). I’ve never had so many notes from a session like this, so here are some of my favorite highlights on blogging and interactive media, mixed in with some notions of my own.

With a constantly changing marketplace, consumers aren’t looking for slap-in-the-face advertising anymore- that has simply run its course and it’s not enough to truly capture audiences anymore. People don’t want obvious ads; they’re looking for more obscure marketing tactics that give them the power to choose to be associated with something. Interactive mediums, such as blogs, are our portal into the consumer generated content world and allow us to make valuable connections and establish irreplaceable relationships with consumers.

Blogs cater perfectly to the ever-changing desires of savvy consumers. They’re simple and easy to find via online searches, and if you use them properly they can be a powerful tool for you. Obviously blogs are a forum for truth and discussion, rather than sales pitches and ad messages, so if your motives are simply to jam your ad copy into another vehicle stick to the traditional stuff. Because it’s useless to be present in the blog scene if you’re not presenting relevant and worthwhile content. However, if you truly have something to add you can create valuable relationships with the people that matter most to your brand. Given the viral nature of blogs, those relationships often spread quickly, and then you’ve created a serious buzz factor simply by introducing your brand into the blog world.

For marketers, allowing consumers to see inside your company and identify with you creates transparency that forges a bond of trust with consumers, leading to brand engagement. And getting consumers to interact with the brand is ultimately what we’re after.

So if you’re only reading this and you don’t have a blog of your own, go start one!

But when it comes to interactive media, utilizing the power of blogging is only the beginning. There’s a lot out there beyond blogs. Podcasting, webcasting, streaming video, wikis, social networks to name a few, but the list goes on. The point is- if you’re not taking advantage of these interactive opportunities you’re not capturing your full marketing potential.

Thursday, October 18, 2007

Advertisers go stealth

I live by my DVR. If it’s not recorded, I don’t watch it. I don’t have time. And who would with a full time job, a 3 year old and a cat with more health issues than my 99 year old grandmother? One gets used to zipping through the commercials at lightning speed. Sure I make them, but even I don’t want them interrupting my Thursday night Survivor hour. That’s the beauty of the DVR. TV commercials are a thing of the past – the tribe has spoken.

But seriously, did you think advertisers would give up that easily?! In what is called “stealth advertising” Jerry Seinfeld promotes his latest project “Bee Movie” through his guest appearance on 30 Rock. Then, in an effort to halt the DVR speed throughs of commercial breaks, they’ve placed short stand up skits of Seinfeld in the middle of the advertising blocks to get you stop and watch. Sneaky, but brilliant…not to mention all the free PR…

http://www.reuters.com/article/entertainmentNews/idUSN0243829420071003?sp=true

Tuesday, October 2, 2007

Joyce Miller joins Cyphers and more news

We are happy to note that Joyce Miller has joined our team as our new office manager. Joyce will use her skills to bring order to our office chaos. She is highly organized and will excel in keeping our office running smoothly.

On another note, I recently reached my ten year anniversary as an employee here. Everyone came to a nice lunch at Jalapenos Restaurant in Annapolis to celebrate. We had a great time! We have a group of long-termers including Darren Easton, Barbara Franke and Danielle Reigle who have been with Cyphers for quite some time.

-Christina Drews-Leonard