Rocket Red :: Dallas Advertising and Marketing Services Agency and Integrated Media Experts!

Pinterest: The Newest Trend in Social Media

2012-02-10T14:48:00.002-06:00

Pinterest is the hottest trend thatis getting all of the social media attention these days. So what is Pinterest? Itis a mix between a social networking site and an online scrapbook where userscan create and manage theme-based image collections. The mission statement forthe site is to “connect everyone in the world through the things they findinteresting.”

Pinterest is becoming a socialmedia bombshell and there is great opportunity for retailers to sell theirgoods online through Pinterest. Although it is still somewhat new and aninvite-only community, the possibility for brands is huge on this platform.

This service allows users to createonline bulletin boards, known as “pinboards” for popular categories such ashome décor, food inspiration, wedding inspiration, places they’d like totravel, etc. Pinterest members can use their iPhone app or Pinterest’s “Pin It”bookmarklet tool to save things they see online. They can also explore andrepin the images their friends have saved through their newsfeeds. Right now Pinterestis popular mostly among women, but the company is working on ways to get menmore involved.

Launched in 2010, Pinterest is alreadyexperiencing wild growth. The site has registered more than 7 million uniquevisitors so far and is driving more traffic to company websites and blogs thanGoogle+, LinkedIn and YouTube combined. This is a substantial amount oftraffic, especially for a social network that most marketers still don’t knowexists! If you have yet to experience Pinterest, take a look for yourself here!

Now that you know what it is andhow it works…how can you use Pinterest to promote your business?

1. Market your products: create a Pinterest account foryour business and pin your own products. It’s kind of like creating an onlinecatalog of your products.

2. Lead prospects to your website: adding a price tag toyour pins and linking it to your product website allows prospects to learn moreabout the products they see on Pinterest and possibly purchase them.

3. Showcase your services: if you are an interiordesigner, landscape artist or an architect, for example, you can create avirtual portfolio of your work on Pinterest.

4. Engage with users: Pinterest is afabulous social network, so time should be taken to form relationships withother Pinterest users to build a community around your particular brand.

TV Tweeting

2012-02-02T11:13:00.000-06:00

A recent article from AdAge.com tells us that "Social-TV" is on the rise. It seems that people aren't just using Facebook and Twitter to talk about themselves anymore, but are now commenting on their favorite TV shows as well.

The ever increasing number of social media users in general means it's hard to compare TV shows that air at different times throughout the year, so instead Bluefin Labs looked at increases in "Social-TV" for individual TV shows from 2011 to 2012.

Any guesses on which TV shows saw the most dramatic climb?

source

The number one spot goes to Desperate Housewives with a year over year increase of 836%! The number two and three spots to go Parks and Recreation (739%) and Jersey Shore (612%), respectively. Other noteable spikes were seen for American Idol, The Bachelor, and Southland with the average growth for the top 20 being 362%.

That's huge!

I know some of us here at Rocket Red have been known to send a quick message about some of The Bachelor drama on Monday nights. Guilty pleasure!

So you're turn to share - have you contributed to the rise in "Social-TV"? What's your favorite show to talk about?

Play-by-Play with the Coca-Cola Polar Bears

2012-01-27T13:49:00.000-06:00

With Super Bowl XLVI coming up in just over a week, it is quitethe buzz. This will not be thefirst match-up between the New England Patriots and the New York Giants, andboth teams are far from being Super Bowl rookies. This year marks the secondtime in the past five years these two teams will have a Super Bowl face-off.The Patriots, the Giants, and viewers will not be the only veterans present atthis year’s world championship game, as big-name advertisers are once againflexing their ad muscles for the big game next Sunday.

Asthese marketers return year after year, a benefit they receive is the abilityto plan ahead. One particularexample of this is Coca-Cola. In years past, everyone can recall the Coca-Colaads with their iconic polar bears. Coca-cola is a Super Bowl regular becausethey know that it is a huge cultural moment where people come together for agreat time. Large-scale occasions like these are ideal for marketing theirproducts. The managers at Coca-Cola are taking it a step up this year andcampaigning a live video stream of the Coca-Cola polar bears throughout SuperBowl XLVI. They are hosting their website through Facebook, and it can beviewed here.

Thisis a huge step for Coca-Cola. The video stream contents will be in real time asthe polar bears react to the game. Some polar bears will be wearing red for thePatriots and some in blue for the Giants. Not only will they show theirreactions to the game, but also to the halftime show and all of thecommercials. One funny element to expect during Pepsi commercials is the polarbears sleeping in front of the television.

Inaddition to this live video stream, Coca-Cola has prepped two differentversions of their :60 commercial that will run during the second quarter. Theywill determine which one to run when they see if the Giants or the Patriotshave the upper hand. Click here to view a sneak peek of the potential ad.

Whoeveryou decide to cheer for next Sunday, be sure to follow the Coca-Cola polarbears as they watch Super Bowl XLVI with you here!

Have it Your Way at Home!

2012-01-25T13:46:00.001-06:00

When thinking of home delivery, thefirst to pop into mind for most is Pizza Hut, Dominos and other local pizzajoints. Well, that could soon be changing as Burger King has begun testing homedelivery at four of its restaurants within the Washington, D.C. area. With highhopes in creating an industry change, Burger King’s home delivery could expand nationwideby next spring as they would be the only burger chain to deliver directly toyour home (McDonald’s offers delivery to businesses only).

Worried about your time-sensitiveburger and fries arriving in a soggy mess? Not to worry. A thermal packagingtechnology was developed to ensure your meal arrives hot and fresh. It even hasseparate compartments for each bun – genius! Locations try to deliver within 30 minutes ofthe time you call in or submit your order online (that’s right – you can noworder fast food online!). Depending onthe location, customers can expect an additional $1-$3 tacked on to your billas a delivery service fee (and it's so worth it!).

Clickhere to see if delivery is offered in your neighborhood, and be sureto let us know if you think Burger King’s delivery is here to stay!

Super Bowl XLVI

2012-01-12T16:26:00.000-06:00

With Super Bowl XLVI quickly approaching, NBC Universalannounced last week they have sold all advertising space for the highly-anticipatedgame which will air on February 5th. Advertisers understand the importance inclaiming their presence during this year’s Super Bowl as it reached a U.S.record last year with 111 million viewers.

According to NBC, a 30-second spot on average will cost advertisersa whopping $3.5 million with some costing as much as $4 million. In a recentreport by The Wall Street Journal, adslots have increased 59% since 2001. But what could be the cause for such ahigh increase within the past decade you ask? Sure, it has a lot to do with theincreasing amounts of viewers over the years (see charts below), but how manypeople are watching isn’t as important as who is watching.

The Nielsen Company noted the Super Bowl’s audience isyoung, has money and is willing to spend it. In addition, there are those whocould care less about which team actually wins the Lombardy Trophy and insteadwatch the game solely for the advertising entertainment. Ever notice how Mondaymorning after the Super Bowl, talk around the office includes buzz about the “best”ads? The Nielsen Company also reported Super Bowl commercials prove to be 58%more memorable compared to the average TV spots. The most popular commercialslast year are Volkswagen’s mini Darth Vader “Force”, the Bridgestone beaver anda Doritos chip craving-pug.

Clickhere to check out the top commercials that changed Super Bowl marketing andbe sure to leave us comments on Facebook and Twitter to let us know which 2012Super Bowl commercials become your new favorites!

Think You Have the Flu? Check out Sickweather.com

2011-11-01T12:03:00.001-05:00

Dallas -

As we were browsing (some might call it 'filtering') through some of today's headlines, we came across an interesting article from Fast Company's new social endeavor, Co.Exist: "Sickweather," a new startup Website currently in beta.

According to the article, Sickweather combs through social networking sites such as Facebook, Twitter and LinkedIn to find if people are talking about being sick or co-workers coming down with a nasty bug.

Essentially, Sickweather is a sickness aggregator, compiling data on to a map of your area to let you know what illnesses could be heading your way.

With cold and flu season just around the corner, we're hoping that Sickweather will workout the algorithm bugs currently keeping them from taking the site public, and will keep us on our toes to stay healthy and take preventative measures as the holiday season approaches.

Sickweather is encouraging people to sign up for e-mail alerts for when the site goes public, so click on over to www.sickweather.com and stay updated and healthy!

Crippled by Natural Disasters, Japanese Tourism Agency Goes Social to Bolster Economy

2011-10-12T09:34:00.043-05:00

Dallas -

At first glimpse, it seemed too good to be true.

The headline "Japan offers free trips to boost tourism" seemed like one of those spam e-mails from a Ugandan prince seeking to rejoin his family that had been exiled - all you need to do is give him your bank account information and social security number.

But when I saw that this story was being picked up by Bloomberg, ABC News and CNN, any doubts slowly faded away.

Pending approval from government agencies and lawmakers, tourists from around the world could be receiving free, round-trip airline tickets to Japan by April of 2012. Pending is the key word here, but Japan's tourism industry has been decimated by the earthquake and tsunami of last March and they are hoping that this "bailout" of sorts will help revive a rebuilding nation.

There is one interesting catch to this story -- Japan's Tourism Agency will require of each traveler, a "social itinerary," meaning they must publicize their journey via social media channels, in hopes of assuring others that traveling throughout the country is safe. The big worry is radiation from the nuclear power plants that were disabled by the March earthquake, especially in areas such as the Fukushima Prefecture, which is 180 miles northeast of Tokyo.

Japanese officials have made it clear that traveling to the nation of 127 million people is perfectly safe, albeit it you stay clear of areas that have been cordoned off by nuclear energy agencies.

Would you blog about your journey to Japan or post your videos and photos to Facebook? Are you still worried about the radiation?

Follow the Twitter hashtag #freeJapantrip as more details arrive from Tokyo, and we will be keeping you up-to-date on the blog and our social media sites. Send us your comments on our Facebook page by clicking here!

The State Fair of Texas - Big Fair, Big Brand

2011-10-05T12:02:00.027-05:00

Dallas -

From a thousand different vantage points in our "fair" city, you'll see the gigantic Texas Star Ferris wheel, the largest such wheel in North America, welcoming visitors to Dallas.

At 212 ft. (21 stories), it dominates Fair Park and has been one of the most visible non-skyscrapers to dot the Dallas skyline since it debuted in 1985.

When it comes to branding at the State Fair of Texas, you might think about the livestock that is hauled in from points as far as El Paso to right next door in Fort Worth. There's plenty of branding going on, but we're not talking about cattle here!

The Star of Texas is just one of the hundreds of iconic brands that almost 2.6 million fair-goers saw in 2010 and will see again this year as the annual State Fair of Texas is now in its first full week of operation.

True to our "Texas Hospitality" roots, one particular gentleman will greet you as you make your way through the turnstile and onto the midway - Big Tex.

At 52 ft. tall and decked out in Dickies denim, Big Tex has been greeting fair-goers with a big Texas "howdy" since 1952. In fact, the Fair's official Website is named in his honor, which only adds to Tex's larger-than-life legacy. This is, literally, a huge branding opportunity for Dickies. Every four years, Big Tex gets a new wardrobe from the Fort Worth-based company.

When Dickies took to Facebook and Twitter to ask what new shirt design Big Tex should wear this year, over 20,000 people voted. That's an incredible opportunity for the clothing and apparel manufacturer.

The branding opportunities at the State Fair of Texas are as big as the Lone Star State - The Auto Show has grown to take up almost 300,000 square feet of prime real estate in Fair Park, giving Ford, GM and Chrysler plenty of room for their latest fleet members and demo cars.

The Fair gives the Big Three and other OEMs the opportunity to roll out new trucks in the largest truck market in the country. Industry insiders expect to see models boasting higher fuel efficiency and in-cabin technology offerings this year, as truck sales continue to rise in Texas.

After checking out the latest from Detroit, sit yourself down for a real taste of Texas; no trip to Fair Park and the State Fair of Texas is complete without a corny dog from Fletcher's or a fried Twinkie. For those less adventurous, there's always some good old-fashioned Texas BBQ for hungry patrons.

During the 24-day Fair, two more iconic brands descend upon Dallas to grind it out on the gridiron, as the University of Texas Longhorns and the University of Oklahoma Sooners meet for their annual Red River Rivalry game at the Cotton Bowl on Saturday, Oct. 8.

A sea of Burnt Orange and Crimson will take over much of the action during the second weekend of fair operations, so make sure to plan accordingly this weekend if you're brave enough to venture to Fair Park.

Enjoy all the offerings of the greatest State Fair in America and we hope to see you there! As always, let us know what you like and didn't like this year by leaving your comments for us on Facebook and @RocketRedDallas on Twitter!

Twitter, Journalists, Providing 'Raw Draft' of History

2011-09-27T08:52:00.013-05:00

Dallas -

When the Library of Congress announced in 2010 that it planned on archiving Twitter posts, I thought to myself, 'what a gigantic waste of time.' I could not have been more mistaken in my assessment.

As a self-anointed history buff, I failed to look at this enormous digital undertaking from a historical perspective and failed to see how valuable of a tool this is for journalists.

Browsing an incredible article from Poynter's Mallary Jean Tenore today, she highlights the story of NPR's senior product manager for online communities' Andy Carvin, who's Tweets from Cairo, Tripoli and and Sanaa (Yemen) gave followers of the 'Arab Spring' uprisings a glimpse into the front lines of a revolution.

Carvin, a former coordinator of the Digital Divide Network, recently purchased from the Library of Congress his own archive of Tweets and plans to turn them into a database.

Ms. Tenore makes a great point when she says that 'Real-Time Tweets hold Long-Term value.' Journalists that are embedded in war zones or are chronicling humanitarian efforts are essentially providing us with a 'raw draft' of history, whether they are aware of it or not.

We are making history with every Tweet we send out. Whether it's one word or 140 of them, we must remember that we are chartering our own digital history.

Winston Churchill, who once famously said "History is written by the victors," might not have approved of Twitter, because history is now being written by all of us.

Send us your feedback, comments and suggestions to our Twitter page, @RocketRedDallas.

What We Took Away from Google's Senate Hearings

2011-09-22T08:55:00.003-05:00

Dallas -

It was "Mr. Schmidt Goes to Washington," as Google's top brass, Chairman Eric Schmidt included, descended upon Capitol Hill to answer questions posed by the Senate's Judiciary Subcommittee on Antitrust, Competition Policy & Consumer Rights.

Pause, just for a moment, and take me through your normal Internet search steps if you'd like to find out more on the Senate Judiciary Subcommittee on Antitrust, Competition Policy & Consumer Rights. I know it's high on my priority list.

I'm sure your first step is to type the word "google" into your browser's URL box, right? Perhaps you're even using Google's Chrome browser, all but eliminating the need to type in a URL in the first place?!

This is how major of a factor Google is in our everyday lives. It's as much part of our daily vernacular as TPS Reports, soccer practice and that Raffi album you find yourself singing along to even when the kids aren't in the car.

Quick show of hands here, but how many of you say "Yahoo it" when someone doesn't know the answer to something?

The larger question is whether or not Google places apps like Google Maps, Books or Travel higher in its own rankings than Yelp or Amazon or Expedia, but in all seriousness, this is is a slap in the face to Big G.

Sergey Brin and Larry Page started Google with the intent of changing the way search is used and then they went back to the drawing board and changed the face of the way algorithms are used to compute those searches. They also made sure that they brought in the best and the brightest to Mountain View - essentially becoming the New York Yankees of Silicon Valley.
There's no cap to talent, so why should Google be faulted for their success? They got better and everyone else got worse.

Does Yahoo have a browser? How many of you use Hotmail?

In the race between technology and pro-competition legislation, technology has lapped said legislation and there's very little Capitol Hill can do about it, other than slap Google on the wrist, which is what will come from these hearings.

Sen. Herb Kohl of Wisconsin said it best when he said:

"We need to protect the ability of the next Google to emerge."

Sen. Kohl is absolutely correct on this, but when Yahoo was dominating search and Microsoft was dominating business and personal applications, the little (search) engine that could, Google, came along and changed the game. Yahoo and Microsoft, over time, became passe. They didn't improve their business offerings to stay in the same game, let alone the same league as Google.

So is the consumer to blame? Google users simply found a better product and stayed with it. In time, Google morphed and evolved to meet the ever-changing demands of its users. This, folks, is Business 101, and Google has taken the competition to school time and time again. Success breeds success.

Google shouldn't sweat these hearings, especially in light of a Jim Dandy of a quote like this:

"I recently Googled myself on Google."
- Amy Klobuchar, D-Minn.

Meet Rocket Red's Art Director and Design Guru, Lance Jones

2011-09-20T09:11:00.007-05:00

Rocket Red's one-and-only Lance Jones — Art Director by day Fine Artist by night — is part of a group art exhibition at Ro2 Art Gallery's Uptown location in West Village, titled September Group Show (Through this Friday, September 23).

Lance describes his work like this:

I believe that the perfection of human nature demands a ceaseless reevaluation of historical fact to allow the recognition of the true beauty within an individual. To that end, I find my work on images that crystallize an emotional memory for me. The chromatic, boundary-blurring and distorting filters that then serve to obfuscate the picture, recontextualizing the image as a contemporary take on a fleeting impression. These selected memories create a reality that may be strikingly disconnected from the original circumstances that created them, manifesting in a composition of globular clusters, organic shapes and pixilated images. It is within this visual representation that inherent beauty is revealed.

Lance studied Drawing and Painting at University of North Texas. He has had numerous solo and group exhibitions including: I’ll tell mom ____ if you don’t ____ at The McKinney Avenue Contemporary, Dallas; PLUSH at Mainsite Contemporary, Norman, OK, and100 Drawings, at Haggerty Gallery, Irving.

His work has also been included in New American Talent 19, at Arthouse in Austin and 2005 Texas Biennial in Austin. In addition, Jones’ work resides in corporate collections, including Brown & Root in Houston, Hellmuth, Obata & Kassabaum, Inc. (HOK) in Kansas City, MO and Magnolia Pictures in Dallas.

The exhibition features work in various media by artists from North Texas and beyond. Works will be on view September 5-23, 2011. The Gallery is located in Uptown West Village at 3699 McKinney Ave. Ste 310, Dallas, TX 75204. Gallery is open Monday - Saturday 11-7 and Sunday 12-6. For more information on the gallery visit http://www.ro2art.com or call Jordan at 214.803.9575

To view Lance's work online,click here: http//:www.lancejones.me

Social Media and the Little League World Series

2011-08-22T09:26:00.001-05:00

Rocketeer Bobby Metzinger waxes nostalgic on his own Little League days and how social media is bringing kids from all corners of the globe together in a celebration of baseball and technology:

Williamsport, PA –

The common denominator used to be baseball – now it’s Facebook and Twitter.

As hundreds of Little League baseball players descend on the village of Williamsport, it’s become less about the language barriers between a pitcher from Chinese Taipei and a catcher from Huntington Beach, California, and more about how those worlds are connected via social mediums.

In a way, Williamsport, a small town of almost 30,000 situated in the rolling hills of northeastern Pennsylvania, is a microcosm of how social media has made a world of almost 7 billion people feel like a town of 30,000. When a coach from Billings, Montana can share strategy tips through a tweet to a coach from Dhahran, Saudi Arabia, the world instantly gets smaller.

The Little Leaguers have “Tweet Off’s” with each other in the dining hall and interact with their “Big League” heroes through various social media channels. Washington Nationals pitching phenom Stephen Strasburg often tweets about how different the Little League game is now from when he played as a youngster, much to the delight of the kids that he talks about.

Even the parents are getting into the social game. In 1993, my Westboro, Mass. Little League team had a “Phone Tree” so that our parents could notify each other in case of a rain delay or a schedule change at a tournament. How prosaic is that? Now, parents are updating team Facebook pages, sending out tweets with their team’s own hashtags and updating player stats in real-time on an iPad.

If “baseball is a part of our past,” proclaimed James Earl Jones’ character Terence Mann in “Field of Dreams,” then social media is a part of the game’s glorious future.

Play ball!

Happy Birthday Rocket Red!

2011-07-01T17:11:00.003-05:00

We are getting ready to pack up our laptops, strap on our tennis shoes and head on over to the garage for what will hopefully be a great holiday weekend. But before we do, we wanted to let you know this weekend is extra special for those at Rocket Red...it's our birthday! It's true! For all of those who are wondering where our name came from and if it has special meaning - it does for all of us Rocketeers. Our company’s name was actually inspired by the Star-Spangled Banner, our national anthem, which was playing while a grand fireworks display reached its awe-inspiring finale - you know the big bang at the end we all wait for and then wish would never end. Well, in that moment, while the dark sky was still stained with the residue of what had majestically displayed before our eyes seconds before - the name I had been searching for to reflect all we wanted to do seemed to come to life.

Here's the deal. I had been searching for a name - something bigger than mine and something that would symbolize our collective dream of breaking away from the big agency mentality. We wanted to be free. Free to innovate. Free to move quickly. Free to move beyond our specific niche or assigned role. Free to truly work on behalf of our clients not a corporate bottom-line.

The name Rocket Red just works. It works for us. While it came to life during that independent moment - it represents so much more. It represents our obsession with rockets (thanks to Boeing!). The color red represents our deep sense of passion for all we do - personally and professionally. And, it has given us a center - a platform for the agency with three tenets we believe are critical to business today: knowledge, passion and speed. (You'll have to call us to find out more about why these three tenets are so important to us and you.)

Monday we will celebrate our nation’s birth toward independence and our emergence as an independent agency that broke away from the “big boys” in 2005. Prior to that, the company’s roots go back 15 years under the name, The Day Group, which focused on the creative and strategy behind the brand. Success and growth inspired the name change and has given proof over the last few years – that the Rocket Red trail has yet to be fully blazed.

Have fun this weekend! Happy Birthday Rocket Red! Happy Birthday Rocketeers!

Out of Office? How Media Mavens, Tech Gurus, and Agency Honchos are Spending the Summer

2011-06-23T11:27:00.002-05:00

Dallas -

Rocket Red's very own Erin Pedersen loves summertime. In fact, she can sing the whole Fresh Prince song "Summertime!"

But in between versus, Erin did a little digging and found out what other industry folks are going to be doing this summer. She even did a little Q&A with some of our own Rocketeers to find out the big question:

"What Are You Doing This Summer?!"

Jen Biles , Account Coordinator, Rocket Red

"Wedding Planning."

Paul Lavoie, chairman, Taxi

"I’m heading to a small French village to direct a short film I wrote."

Kara Swisher, co-executive editor, AllThingsD.com
"About to unplug for a week on a bike trip in Ireland with the kids."

Jack Shafer, writer, Slate
"Dental work is all I have in my schedule. Miles and miles of dental work."

Laura Desmond, CEO, Starcom MediaVest
"Spending time with friends and family in the Hamptons at the end of August, sailing, beaching it, learning how to make new cocktails, and making bonfires."

Stephen Friedman, president, MTV
"We’re going west, starting with Jackson Hole, Wyo.—a spectacular setting for hiking and kayaking. . . . We’ll also be spending time in Horton Bay, Mich., the summer hangout of a young Hemingway."

Kate White, editor-in-chief, Cosmopolitan
"I’m taking only a few days here and there this summer in order to save up time to go this winter to the house my husband and I bought in Uruguay. I just love it there."

Norman Lear, TV writer, producer, activist
"Writing my memoir."

Richard Rosenblatt, CEO, Demand Media
"Hanging out in L.A. with family and honing my paddle tennis game."

Andrew Benett, CEO, Arnold
"For the first time in a decade, I plan on taking two weeks off and leaving my BlackBerry to play with itself. . . . I’ll be at Cape Cod, lying by the pool and playing with my kids."

Trish Hall, op-ed editor, New York Times
"I’m going to be in the office, working on our new section, Sunday Review. But I’m also hoping to take a week or two at my house on Long Island. In the city, I’m a night person. But out there, I live for the morning. Before I’m even really awake, I go outside with my dog and start pulling weeds."

Bob Jeffrey, CEO, JWT
"My plan is simple. It involves never taking a plane. I go to Rhode Island [where I grew up] for a few weeks. I play tennis, swim, go boating—all the summer activities."

Fredrik Carlström, CEO/executive creative director, Great Works America
"Christina and I are taking a mini vacation in Rome over Fourth of July, then we will spend a few weeks in August at our house where we flee to most weekends. The house sits in the middle of a farm field close to the beach in Wainscott, N.Y. We go out there and just lounge around, swim in the ocean, eat with friends, read, sleep, and hang with our 19-month-old daughter Auden."

Martin Sorrell, CEO, WPP Group
"I’ll be with my BlackBerry, to the delight of my wife and family."

Bobby Metzinger, Account Coordinator, Rocket Red

"Giving the makers of SPF 100 sunscreen an extra vacation because I'll probably go through $100 of it this summer!"

Whatever it is that you are doing this summer, we hope that you enjoy quality time with your friends and family and may your travels be safe and worry-free.

From all of us at Rocket Red, have a safe and relaxing summer.

American Airlines Social Media Faux Pas Shines Light on Economic Situation in U.S. (and Then Tries to Destroy the Evidence)

2011-06-17T11:51:00.000-05:00

Dallas – While hundreds of thousands of Dallas Mavericks fans descended upon the American Airlines Center to celebrate an NBA Championship, the Fort Worth-based company decided that NBA Finals MVP Dirk Nowitzki needed a well-deserved vacation.

American presented the 7’0" center, who makes an annual salary of over $17 million per year, with 200,000 AAdvantage Miles and an all-expenses paid trip to Barbados:

Well, this did not sit too well with followers of American Airlines and its AAdvantage program. Several posters took to the comment boxes with seething criticism of giving a man who could afford his own jet, private island and cooking staff with plenty of extra change to spare, a whole bunch of frequent-flyer miles and an all-expenses paid trip to Barbados.

Many of the comments were by people who were obviously happy with the Mavericks dethroning King (Lebron) James and the heavily-favored Miami Heat in the 2011 NBA Finals, but thought the idea of giving the millionaire athlete more freebies and publicizing it via social media was a bit over-the-top.

AA's failure to underestimate the economic situation facing millions of Americans (and even AA’s own economic situation), is something that all companies and their PR departments need to take into account, especially when posting to their social media channels.

Almost 30 minutes after the initial post, AA’s social media folks decided to pull the plug on the Dirk Dream Vacation. Fortunately, the miracle of screen grabs has enabled us to share the images with you.

American’s intent was pure and wasn’t intended to cause this big of a stir – but it did. When situations like this arise, the best plan of action is to address the consumers directly and come up with a plan to make it right. In this case, maybe matching the AAdvantage Miles to a deserving teacher or charitable group in the DFW area; there are several different ways American can remedy this, and we will wait and see if they make any public comments on Facebook or Twitter.

As of Friday morning, AA has yet to respond to the overwhelmingly negative outcry.

Many of us rely on air travel for business, pleasure and the occasional trip to the in-laws, and for American Airlines to do this will make a lot of consumers look elsewhere when it comes to booking their next flight. It’s unfortunate, but this is the make-or-break power of social media. Buckle up and stow away your tray tables in the upright and locked position.

From all of us at Rocket Red – have a safe and happy weekend!

MI6 Attempts to Doom Al-Qaeda with a High-Tech Hack Recipe to Savour

2011-06-03T11:00:00.001-05:00

In a move that's half Betty Crocker and half James Bond, British intelligence agency MI6 reported that it recently hacked into an Al-Qaeda online magazine and switched out homemade bomb-making recipes with recipes for making delicious and savory cupcakes.

According to the British daily The Telegraph, the joint action by MI6 and the UK’s Government Communications Headquarters had agents insert into the magazine an encrypted version of “The Best Cupcakes in America,” published by the Ellen DeGeneres talk show.

Al-Qaeda promptly addressed the hack and republished the bomb-making recipes on their Website, but this hasn't thwarted MI6 to continue it's cyber assault on Websites linked to terrorist organizations.

Mashable has more on this tasty scoop from across the pond.

Web Design Trends for 2011

2011-05-31T08:23:00.001-05:00

When we say that we're an 'holistic advertising and marketing services agency,' we truly mean that we contribute to and cover all facets of the process, including creative designs on digital platforms.

Our very own Julie Harrel spotted this great link and deemed it blog-worthy, so we hope that you click on the link, read it and leave your comments for us!

Viral Videos Reshaping Broadcast Advertising

2011-05-20T15:33:00.000-05:00

While Super Bowl commercials may have taken a dive in popularity, viral videos are stronger than ever.

This one featuring Tampa Bay Rays third baseman Evan Longoria has been viewed (and shared) by millions in the last week or so. Not a bad ROI for the client that paid to have it created. Want to know who's sponsoring Longoria's heroics? Take a look at the banners in the background. Product placement is everything.

Keep checking back with the Rocket Red blog, as we post some of the most popular videos making the viral world go 'round.

Finding the Perfect Mother's Day Gift

2011-05-05T13:45:00.000-05:00

It's all about mom! We all want to make sure not to disappoint on Mother's Day, considering the choice phrase, "I brought you into this world, and I can take you right out," used when we were in trouble as children (hopefully I'm not alone on this). One might think, as sons or daughters, we should know exactly what our mothers fancy. However, with technology advancements and other new product launches, do we stick with the traditional gifts we know mom loves, or assume they are evolving from the traditional late majority to the educated early adopters?

So what's out there? Deals upon deals from cell phone providers, big screen TVs, cameras, "Ditch the flowers, go with gadgets" campaigns (ew!), tanning packages, spa packages, clothes, shoes, jewelry, and the list goes on. All are viable contenders for potential gifts if the shoe fits, no pun intended.

The reason for the traditional-technological comparison above spawns from my own personal Mother's Day predicament. My mom has typically been hesitant to acquire new products or adapt to "breakthroughs" and other novelties. Thus, when she told me she was purchasing an iPad 2, you can imagine my surprise! Sure, she may have been dazzled when I brought mine home and was doing a routine e-mail check while catching up on current news; yet I did not think this would be enough to propel a purchase. Perhaps my enthusiasm about the product was enough to highlight any sales-orientation I may have within me. Either way, my less than technologically-savvy mother (sorry, mom--love you) now owns a sophisticated piece of technology. Yikes.

The point of all this being a downplayed, cost-benefit analysis of the perfect Mother's Day gift. Bottom line, no matter where your mom falls in the Diffusion of Innovations model, moms are still moms...women...caretakers. They love flowers, cards and anything from the heart. Sure you can complement these traditional gifts with something new and fancy they might love, but if I know my mom (and I think I do), she would love nothing more than a homemade card and a phone call acknowledging the day that is dedicated to her. Of course, I will most likely accompany the aforementioned with a few daisies, her favorite flower. My advice? The perfect gift is anything from the heart that bears significance and meaning. As long as there is a little love attached to the iPad 2 or bouquet of flowers, you'll do great!

Happy Mother's Day, everyone!

Project: “What Inspires You” Contest for Hanwha Surfaces

2011-04-28T09:52:00.000-05:00

This month, Rocket Red launched a campaign/contest for Hanwha Surfaces that asked the Architecture and Design community “What Inspires You?” The Rocket Red creative team and Hanwha Surfaces worked through several options before deciding upon the “Inspiration is Everywhere” theme.

This design was based on a common tool used by designers when creating a look and feel for a large-scale projects called a mood board. Items on a mood board can be anything: furniture, fabric samples, architecture, colors, foods, art, nature, fashion, etc. The mood board look and feel we created for this project is intended to inspire designers to capitalize on their own creativity and share what inspires them.

The initial mailer went to key partners within the Architecture and Design community. The boxes were full of goodies that would spark creativity and conversation including a sketch pad, pencils, silly putty, bubble gum, bubble, and even instant coffee.

The second round of mailers included a direct mail postcard and a digital version that was sent via email. These were targeted at the Architecture and Design community as well to create even more buzz about Hanwha Surfaces and about the “What Inspires You” contest.

The final stage of the campaign was the microsite, which goes into detail about the contest, the prizes, and gives visitors the chance to enter the contest. To learn more, or to enter, visit hanwhainspires.com

Looking to create your own buzz? Get in touch! Email us at theredbuzz@gorocketred.com

Easter and Social Media

2011-04-21T14:10:00.000-05:00

As the Easter season draws to a glorious close on Sunday, it is interesting to parallel how we receive the "Good News," and the one word that sticks out in my mind is the word "tablet."

Even if you haven't read the Old Testament cover-to-cover or haven't sat through Cecil B. DeMille's "The Ten Commandments," most people know that Charlton Heston, a.k.a. Moses, received God's word on tablets - of the stone variety.

What happened to those tablets remains a mystery and have spawned numerous films, especially one starring Harrison Ford, his bullwhip and a fedora.

Flash-forward to the information age.

Our mediums for absorbing news, weather, traffic, sports, etc. are more numerous than ever. Moses might have had the burning bush, but it's the speed in which content is delivered that's blazing in the year 2011.

And what devices are bringing us this information? Tablets. The iPad, the new RIM (BlackBerry) PlayBook, the Nook, the Kindle.

From daily scripture apps on the iPad to browsing through the Book of Exodus on your Kindle, the message - the "Good News" - remains the same. It's just the method of delivery which has changed.

Just make sure you don't lose your tablet. I'm not sure Indiana Jones will come out of retirement to go look for it.

Happy Easter from all of us at Rocket Red!

Gas Buddy Uses Social Media to Help Ease the Pain at the Pump

2011-04-13T13:33:00.000-05:00

With gas prices skyrocketing upward as we get into the summer months, you might wonder how social media can help you deal with having to hand over your arm and one good leg to fill up your car with unleaded.

Enter Gas Buddy.

Along with the Website and smartphone app, Gas Buddy relies on user-submitted information on how much a gallon of gas costs at thousands of fueling stations across the country. For instance, user "ccashdollar" submitted that gas was $3.59 at the Sam's Club in Plano, Texas. That currently sits as the lowest cost for a gallon of regular unleaded gasoline in the DFW Metroplex.

Better hurry, right? Not so fast.

As the day goes along, another user might submit a price lower than that, and it might even be in your neighborhood. That's why having the mobile app on your phone can be such a lifesaver. If you live in Dallas and can find a cheaper place to fuel up a block away, it saves you from having to go to Plano and Sam's Club.

It's Social Media Economics 101.

In this economy, it doesn't hurt to be tech savvy in order to save a penny here and a penny there.

Click on over to Gas Buddy and see for yourself!

Social Media, the Fed and Your Safety

2011-04-07T13:39:00.001-05:00

In a post-9/11 world, it's always a good idea to be familiar with your surroundings and to be alert if something seems out of place.

With social media sites playing a crucial role in how we absorb news, traffic updates, travel advisories and other vital nuggets of information, the U.S. Department of Homeland Security is taking its Terror Alert warning system to Facebook and Twitter, per a draft obtained by the Associated Press.

Per the AP: The newest twist is that the messages will also be available on Facebook and Twitter “when appropriate,” and only after federal, state and local officials have been notified. There were no further details about how those warnings would be presented.

It is very possible that your next status update might include a note that the threat level to our country is "elevated" or "imminent."

As social media webs are woven between millions of people, having this information at our fingertips could prevent a scenario where lives were lost because people were unprepared.

You might think that this is just "Big Brother" crossing yet another privacy boundary, but it's a genius play by the Department of Homeland Security, a government agency that truly cares about protecting the lives of 300 million Americans.

Might want to add them as a friend.

Office Depot 'Taking Care of Business' in Social Media

2011-04-06T08:52:00.000-05:00

When a consumer takes to the airwaves on Twitter about poor customer service, it can cause a ripple effect that could severely damage a company's bottom line.

But for Boca Raton, Fla. - based Office Depot, their almost immediate follow-up to a social media complaint (or compliment) has been rapid and is extremely appreciated by one particular consumer here at Rocket Red.

Account Coordinator Bobby Metzinger visited the Oak Lawn (Dallas) location last week and after several minutes of looking and waiting for an employee to help him locate a specific printing label, he took to Twitter, voicing his concern about the lack of customer care.

"I don't know a thing about printing labels," Metzinger said. "I needed some help and I think the only person who looked like they cared was the cardboard cutout of NASCAR driver Tony Stewart (who was decked out in an Office Depot fire suit)."

After purchasing a few other supplies, Metzinger came back to the office, where he had a Tweet waiting for him from @officedepot. The tweet included the name and e-mail address of a senior customer relations manager. Metzinger reached out to him and explained the scenario.

"It's a testament to them monitoring their Twitter and other social media accounts," said Metzinger. " Companies don't want to see these types of Tweets, but when it happens, they need to turn the customer experience around and make it a positive."

Even the store manager of the Oak Lawn location reached out to Metzinger.

"They know that our office is conveniently located to their store and I also live in the area, so it is convenient for me when I need supplies for my home office," Metzinger said.

Metzinger felt good about the outcome and the experience of having several Office Depot management personnel reaching out to him.

"They did more than they had to," he said. "I definitely went back to Twitter and said '@officedepot is Taking Care of Business on social media.'"

When a consumer or client takes to the social media airwaves to voice his or her displeasure, don't tune them off. Address the issue and try to enhance the customer experience. At the least, it will show that person that your company isn't just concerned with the almighty dollar - it's concerned about its customer base.

Is Print Dead?

2011-04-01T16:32:00.000-05:00

There continues to be a shift in marketing dollars to “new media” in the digital realm, where impressions, click-throughs, and other metrics are easily tracked, we think there is still a place for traditional print advertising. But it needs to pass the 2-second test and reflect a modified version of the conventional by providing interactivity with a mobile 2D bar code.

There is a new research report released by the analysts at mediaIDEAS that answers the ever-asked question, is print dead? According to the report, about 10 percent of the total periodical industry in 2009 was based on advertising and circulation revenue directly or indirectly associated with all digital product lines. In 2014, mediaIDEAS forecasts that the digital portion of the U.S. periodical industry will be worth approximately $8.5 billion, or about 28 percent of the total market. By 2020 it will have increased to approximately $20 billion, or about 58 percent of the total market.

Because of several factors including the aggressive adoption of new delivery mediums, such as Apple’s iPad and next generation color e-paper e-readers, the report finds that digital will go from representing 10 percent in 2009 to representing 58 percent of the magazine industry in 2020, and, conversely, print will go from representing more than 75% of the market's value in 2008, to less than one third by 2020.

Print isn't dead - but to survive it must evolve. Are you ready?

Cruising into a Digital Future

2011-03-28T13:50:00.000-05:00

At Rocket Red we are always interesting in seeking new technologies to help our clients stay connected with their customers in a meaningful way. We are most interested in technologies slated to transform any surface into what we and many others are now referring to as a digital canvas.

Remember “Minority Report” with Tom Cruise? The movie premiered in 2002 with an incredible number of technology advances, once considered futuristic, even far-fetched. Now, many of these technologies have made their way into our daily lives and into the arsenal of marketing and advertising tools our clients are eager to understand.

Let me take you back. Think about when Tom Cruise walks by animated billboards with American Express and the Gap ads that addressed him via his retina scan? We all thought wow - is that cool or what? Today, that’s almost akin to Addressable Advertising, Whispering Windows, Bluetooth technology, location-based apps and geo-tracking technology. The cable, satellite, advertising and mobile industries are all working on ways to better target you, so they can command more of a premium by serving up advertising. From tracking your activity online through IP and cookies, to collecting data and viewing habits on your cable box — from knowing your location because of your phone’s GPS. Marketers from these industries can almost predict what color underpants you’re wearing today and where you bought them — it’s mind-altering information at their fingertips.

I feel like a number of Apple engineers must be “Minority Report” cult fans because the current Apple touch-screen technology abounds throughout the movie — from Tom’s PreCrime UI to the iPhone/iPod/iEverything charging sound — it’s pretty spooky. How about when he’s reading the newspaper on the subway? Can you say iPad and iAd? Crazy. Rent the movie and watch again with your eye on the technology - you will be amazed!

And, speaking of amazed - we were most intrigued by Corning's vision for the future and how a myriad of ordinary surfaces transform “from one-dimensional utility into sophisticated electronic devices.” They invite you to imagine organizing your daily schedule with a few touches on your bathroom mirror? Chatting with far-away relatives through interactive video on your kitchen counter? Reading a classic novel on a whisper-thin piece of flexible glass? Corning is not only imagining those scenarios – the company is engaged in research that could bring them alive in the not-too-distant future. You can get a glimpse of Corning’s vision in the new video, “A Day Made of Glass.” Even as you watch this notice how many things that seem futuristic are evolutionary to things we are seeing now – Swype, touch-syncing, AirPlay, and on and on. The future is now. Enjoy the ride.

http://www.youtube.com/watch?v=6Cf7IL_eZ38

Face Chat Showdown

2010-11-12T15:50:00.000-06:00

Ever since the birth of the iPhone, Apple and AT&T have been reinventing innovation and have become the primary trend setters when it comes to cell phone technology. The most recent of these said innovations—face chat—allows users to not only communicate by hearing each other’s voices or seeing each other’s thoughts via text messaging, but also have a more realistic conversation through the magic of sight…and technology.

Apple, although continually innovative, appears to have been one-upped this time by a fellow cell phone competitor. T-mobile, in a recent ad campaign for their new 4G network, touts the ability to face chat without the need for WiFi. Their ads feature a comparative look at the networks of AT&T and T-mobile using people to symbolize each, much like Apple has done with their comparative ads against PCs. Video chat with the iPhone is accessible only through WiFi, whereas this feature is accessible practically anywhere with various T-mobile phones. This is quite an excellent point to capitalize on, right? It seems rare that something more advanced comes along before Apple produces it, but T-mobile and Google seem to have provided quite the competitive advantage.

Dell-egating a Global Campaign

2010-11-01T11:08:00.000-05:00

Dell is pushing forward with a new global ad campaign touting the tag line, “You can tell it’s a Dell.” The PC-savvy company will utilize print ads that will feature succinct, crisp copy with a dash of humor, along with TV, Web and outdoor ads to support their global push.

While previously employing a price-oriented strategy, Dell will now be consumer-directed and use ads that develop this global brand image. Having established their products as affordable with previous campaigns, I feel that speaking to the customer will be highly effective. Building relationships and talking to your audience, as opposed to about them, will ultimately yield better results.

As for the global aim of the company’s new strategy, lead creative agency Young & Rubicam has anticipated this move for some time. Dell will be targeting consumers, small and medium-size businesses and public institutions and will run ads in local markets around the world. Y&R will not be the only agency on board to carry out the campaign, though—Dell is allegedly shopping around for agencies to handle each of the four customer segments. It should be interesting to see how the company integrates its strategy throughout the world and the results that come from this new campaign.

Twitter Getting Bigger

2010-10-15T10:32:00.000-05:00

Since the birth of Twitter, even the higher-ups thought of the company as just another social network. Growing at a rate of about 26.67 times per year since the first Tweet (from three million to 160 million in the last two years), Twitter has now become more serious about turning the popularity of their social network into revenue.

After all, jumping on the social network bandwagon wouldn’t be complete without turning your platform into ad space. Facebook was one of the first primary, successful examples. Clearly this is the next step for Twitter, but I guess there is a certain waiting period needed to judge the potential for success before it looks attractive to advertisers.

Things they’re doing: companies can pay Twitter to promote their business by suggesting users follow that company based on shared interests, a.k.a. “Promoted Accounts”. Next year, local businesses will be able to buy Twitter ads and Twitter will use Internet addresses and location information that users share as a means to deliver these ads (e.g. clues like whether someone follows certain restaurants in a given city). On a more guerilla marketing note, celebrities can also be paid to Tweet about this company and that company.

Potential downfalls? It seems that Facebook and Google have managed to establish a desirable platform that accommodates users and advertisers, but could there potentially be an irritation factor with Twitter’s incorporation of ads? Sure. There is always the likelihood users might get annoyed by advertisements. However, I think social media-ites are now accustomed to seeing advertisements pretty much everywhere on the Web.

The above are just some examples of how Twitter is exploding and becoming as successful as Google and Facebook. They are following the same basic rubric that other successful Internet companies have utilized. I think Twitter is on the right track to becoming a social-media giant and more useful for corporate America.

U.S. Sports Jerseys Sporting Sponsors

2010-10-07T16:05:00.000-05:00

Sports Illustrated and Advertising Age recently reported the staggering amount of $155 million generated by premier English soccer teams. The source? Not game ticket sales, not vendor revenue, but England’s finest footballers selling ad space on their jerseys. That’s right; top English companies have a new place to put their logo—and this trend could be gaining popularity across the Atlantic on our very own North American turf.

With the owner of the NBA’s Dallas Mavericks, Mark Cuban, saying it’s not a matter of “if” but “how much”, professional U.S. sports organizations have already taken an interest. This isn’t the first time this type of ad biz buzz has circulated throughout North America, though. Microsoft has already placed the Bing logo, the industry giant’s primary search engine, on the front of the WNBA’s Seattle Storm jerseys. The NFL’s New York Jets also have the Atlantic Health logo on their practice jerseys, although not yet on game jerseys. Sure, college uniforms sport sponsor logos such as Nike and Under Armour, but the NFL and NBA slapping logos on their uniforms unrelated to their manufacturer would just be on a larger scale…and just a matter of time.

Not only would this be a large revenue stream for U.S. professional sports, it would also be huge for advertisers to put a whole new meaning behind non-traditional media. Imagine the close-up shots of players when a big play has just been made or there is commentary about an individual. The chances of a company’s logo getting some good face time are pretty high. Of course this does not come without some other obstacles. There would have to be contracts involved over a given period of time for a given amount, and I’m sure television networks would want their piece of the pie as well. It could wind up being pretty costly for advertisers and sports teams alike. Not to mention other costs incurred, both monetary and non-monetary, from potentially irritated fans that appreciate the sanctity and traditional nature of sports. These fans may stop attending sporting events thinking their team has “sold out”. And what happens when I want to buy a jersey of my favorite player…do I get my very own Lebron James jersey chock full of sponsor logos? However you look at it, this soon-to-be trend seems to have proven success and could ultimately change the game by providing professional U.S. sports with some exciting opportunities.

TV Guide Jumping On the Facebook Bandwagon

2010-09-29T12:34:00.001-05:00

That’s right, folks, another company will be adding the Facebook logo to their Web page. According to Advertising Age, TV Guide will be using basic Facebook technology to implement a check-in feature. This feature will allow TV Guide users to click a button to broadcast on social networks what they're watching, or plan to watch, on TV. I’m confused. Is this yet another way to share our current activities with friends (a.k.a. update our statuses), but through more clicks?

Now, as an active Facebook user and one who enjoys to see businesses prosper and the economy thrive, I’m all for ideas of integration to increase awareness and use of a brand or company. However, when it comes to letting my friends know what I am watching, I’ll stick with updating my status from my phone or take a photo and upload it to my profile by clicking the camera button next to my status bar. What’s next? Logging onto the website of the restaurant you are eating at and informing your friends of your order by clicking the Facebook logo? Not me. Too many steps, and our generation seeks instant gratification. I would rather update my status from my Facebook app. Sorry, TV Guide, I applaud your efforts to keep with current trends, but prefer to do in two steps what I can do in four.

MUST-SEE TV?

2010-09-23T10:43:00.000-05:00

Last night marked the kick-off of the 2010 fall TV season. One entertainment blog reporter said that this week is the one time during the year that our DVRs will get more action than the "Jersey Shore" cast. Now I’ve never seen Jersey Shore, but I can only take that to mean that it doesn’t hold much promise for this year’s new series. One thing this season does promise is something for everyone…intriguing drama…sweet comedy…conspiracy. And crime, crime and more crime.

So what is worth watching? Amid the mix of shows debuting this week are some returning favorites, like “Glee” and “House.” Then there are some newbies that will no doubt be scrutinized this week by viewers trying to decide what to include on their must-watch or must-TIVO list over the coming months. One of these new shows also falls into the old favorites category – one that will feel familiar if you watched TV anytime between 1968 and 1980. It has been reinvented, and now features a hot, young Steve McGarrett played by actor Alex O’Loughlin, but yes – it’s still the same “Hawaii Five-O,” (CBS) complete with the same 1974 Mercury Marquis sedan that was used in the original series.

Although it’s too soon to tell what will be a fan favorite, early reviews and buzz have “The Event” (NBC) pegged to come out ahead. The much-talked-about thriller stars Jason Ritter, son of late actor John Ritter, who plays a man searching for his missing fiancée. But if you prefer more nostalgic and coming-of-age themes, “My Generation” (ABC) may be more your style. It is filmed as a faux-documentary and follows the lives of 9 classmates who return to their hometown of Austin, TX for their 10-year reunion. In the comedy genre, it’s a “boy meets girl” show about an imperfect, yet likable (plus-sized) couple that is creating early buzz: “Mike & Molly” (CBS).

As much as viewers are scrutinizing the new releases this week, TV executives are equally (if not more so) scrutinizing viewership to try and predict what shows will make it or not. The American audience is quick to judge – and it usually doesn’t take long before we know which shows will stay. So it looks like it’s up to you now to decide what makes the cut….will your DVR get more action than the “Jersey Shore” cast this year?

Twitter One Way?

2010-08-06T17:20:00.000-05:00

Ad Age recently published a study done by 360i, an award-winning digital marketing agency who conducted a 6 month study into the consumer-marketer dynamic on Twitter, how people are using Twitter and how marketers can use this medium to forge deeper connections with the consumer.

It was established overwhelmingly that Twitter is primarily a consumer driven platform with over 90% of tweets coming from consumers and during the time they are tweeting, only about 12% of that time is spent mentioning brands. The study goes on to say that even through that 12% of brand mentions, usually the brands discussed are about social networks (22%), entertainment (17%) or technology (17%).

With this basic information what is a brand to do? Rush out and start tweeting the heck out of their sites hoping people will start to generate buzz around their product or brand? Well, based on the study, that’s exactly what NOT to do. Seems most brands are guilty of talking “at” consumers via Twitter rather than having actual two-way conversions. Makes sense, right? Today’s consumers are far too savvy for one-sided conversations; they have opinions and want to be heard instantaneously. This is not new. So why are brands not catching on to this?

Outside of the top brands being discussed on Twitter (Twitter, Apple, and Google) below is a brand mention breakdown:

43% - Sharing news/info about brand
35% - Share about using the brand
12% - Sharing opinion about the brand
1% - Dialogue with the Brand

Did you catch that last part? Only 1% of the 12% of brand mentions are dialogues with the brand itself. What an opportunity we as marketers are missing! If we choose to participate within a social setting, we have to do online what we would be tasked to do offline in person – participate.

As the Twitter community continues to grow and strengthen, so does the opportunity for brands to build on their connections through Twitter by listening, learning and engaging with consumers online and to understand what motivates them.

Engage. Listen. Participate. Make the consumer feel a part of the brand if only for a moment and make that person an advocate for your brand. In the social marketing medium - no one way streets are allowed.

Rania Osburn, Account Supervisor, Rocket Red

Some thoughts about widgets …

2010-07-27T13:12:00.000-05:00

What is a widget? According to Wikipedia, a widget is a “portable chunk of code that can be installed and executed within any separate HTML-based web page by an end user without requiring additional compilation. They are derived from the idea of code reuse. Other terms used to describe web widgets include: gadget, badge, module, webjit, capsule, snippet, mini and flake. Widgets often take the form of on-screen tools (clocks, event countdowns, auction-tickers, stock market tickers, flight arrival information, daily weather etc.).”

Think RSS feeds. A widget is what you install on your desktop to receive the RSS content.

Do we like them? Yes we do for two main reasons: they extend the brand’s reach beyond the website and many go viral.

Is there a downside? You can lose some control however we think the trade-off for being a part of the consumer’s daily experience is generally worth it.

Want to learn more about widgets or other ways Rocket Red can help you maximize your media communication budget, call Gordon Law, VP of Brand Management at 972.776.0022 or email him at Gordon@gorocketred.com.

Ask Mr. Brandypants

2010-07-27T10:21:00.000-05:00

We are pleased to present a new series, Ask Mr. Brandypants — Practical advice on marketing from a guy who knows a thing or two about advertising and selling stuff. Enjoy!

Dear Mr. Brandypants,

I think that I need an ad agency but I’m not sure who to go with. I know that given this economy, we need to be smart with our marketing budget. Is there some criteria that I should use in evaluating a marketing partner?

- Need an Agency Now

Dear Need,

This is a question that Mr. Brandypants often hears. The short answer is, yes, there is a criteria. But you’ll need to create it because your situation will be different from everyone else—including your competition. However, Mr. B would never leave you hanging so here are some guidelines to consider for developing your criterion.

1. Experience in your category does not mean success for you.

Agencies that have “category specialties” often are experts on the operations of a category, but have standardized their practices. Which means they’ll attempt to solve everyone’s marketing problems in the same way. It’s more efficient for them but not necessarily more effective for you. Look for someone who is willing to dig into your business and offer fresh perspectives. The quality of the thinking and the interest shown in your business can trump category experience. That is, if they can show that they know and follow sound marketing practices.

2. Look for someone who listens, but aren’t order-takers.

Mr. B knows it’s a fine line to tread, but there are two considerations to take into account. First, you know your business better than anyone. But the agency should know how to do what they do better than you. It’s a nice balance, right? So if you get the sense that you’re dealing with someone who’s point of view is “whatever you think,” run—don’t walk—away. You’ll be wasting your time and money.

3. Who will run your business?

Here’s a little secret—big agencies take on small accounts to provide cash flow while their higher-profile accounts offer marquee value but smaller margins. If you’re a small account at a big agency, chances are your day-to-day team will be junior staffers. So you want to be a big fish in a small pond. Provided of course that the people in charge of the pond know what they’re doing.

4. Find someone you like.

Everything else being equal, you have to like and respect the people you partner with and vice-versa. If the chemistry isn’t there, things can go south fast.

One suggestion before you commit your entire budget, try a project or two with people you feel good about. It will give you both a chance to see if things are working.

Good luck.

MB

Mr. Brandypants, AKA Tom Marcantel, is Creative Director at Rocket Red.

Television: The Original Social Media

2010-05-17T16:39:00.000-05:00

I came across a great article on Advertising Age today that talked about how we really use new media to talk about what is going on in old media.

http://adage.com/mediaworks/article?article_id=143875

I hadn’t actually given it much thought, but when you stop and think about it, it is so true. Take Twitter for example, the majority of trending topics have to do with something that happened on television such as a show, performance by a celebrity or artist, a sporting event or news. Twitter is simply further spreading the word by providing a forum for people to comment and share their thoughts about what they saw.
The article had some pretty interesting statistics.

Did you know that only 2% of TV viewing happens online? I found this to be pretty surprising actually considering there has been so much hype around the shift from traditional broadcast to web video. But if I consider my own personal habits I have probably viewed only a handful of episodes of Damages and Grey’s online. I do rely on the web during March Madness as it’s a great way to catch your team if the sports bar is not an option.

TV consumption has actually risen along with the explosion of social media. In the fourth quarter of last year, Nielsen tracked an all-time high of 151 hours of monthly TV viewing in the average American household compared to 27 hours on the Internet, which includes just less than 3 hours of viewing web video. And in a time when we can watch a TV show at any time on any device, 85% of TV shows are viewed at the time they are aired.

Why? Because TV is a medium that people want to consume socially. People want to watch TV together with their family or friends. During episodes of The Bachelor or Bachelorette, my mom, sister and I all get together every Monday to cook dinner and watch. It’s much more fun to talk and speculate with other people. And then of course, it’s entertaining later that night and the next day to see the explosion on Twitter and Facebook about who was or was not given a rose…

Even though all the buzz is still around social media, don’t forget about traditional media when you are thinking about the marketing mix for your next big campaign because people still like to hang out in front of the good old television.

Dianna DiGiammatteo, Account Director

Building An Online Community? What Are Your Intentions?

2010-05-14T11:25:00.000-05:00

A nervous young lady awaits the arrival of her first officially sanctioned date by her parents. Her biggest concern is her dad. She prays he doesn’t scare the guy to death. Remember, the episode with Bernie Mac when his niece had her first date?

One would expect that the father would ask, “What are your intentions?” He wants to know right off the bat. He doesn’t want any dilly dallying when it comes to answering this question.

I believe the same thing applies to an online community. WHAT ARE YOUR INTENTIONS? If you’re building an online community strictly for the reasons listed below then you probably should refrain from building one.

-Everyone is doing it. Yeah, well if your friends jumped off Brooklyn Bridge, “Would you do it?”

-It’s a great way to increase awareness for your brand. Increase awareness? Really, considering how much advertising dollars are spent on awareness/promotion for your product already?

- You want to cement brand loyalty. Hmmm. I use to like Pepsi as an example. I got older and for some reason Pepsi tastes so much sweeter (not a bad thing) and so I switched because my taste buds said no, no, no. Simple as that and no online community would get me to start drinking Pepsi again. No offense.

-If only some of the decision-makers buy in and it’s not the company as a whole adopting this online community then you should probably hold off until “everyone” feels different and will put in the right amount of energy and effort required.

-The community is built on your products only. Look, we all use stuff and we will talk about it to our friends/family/business associates (word-of-mouth is an old time classic that is still strong today and will be eons from now), but that doesn’t mean we want to join an online community about it. You may think your product is exciting but your customers are more likely to consider it if it “fulfills a need.” If your company builds an online community --- you had better serve the members of that community with some sort of value. Fill a need that will enhance and/or help your customers. Lowe's and Home Depot hold in-store demonstrations on how to utilize their products so that their customers can Do-It-Themselves and save money. Reeks of good intentions? Home Depot has taken their in-store service to an online community complete with Twitter, FB and YouTube. Lowe’s is also online but keeps the customer at their product site whereas Home Depot has dedicated sites for serving their online community of customers. Keep in mind too that if you build an online community that your members will talk about other things. Things your company may not like. If that disturbs you in any way then don’t build an online community.

-Be prepared in your one-on-one to send your customer to the competitor. You read that right. I got a lot of flack for this years back when I wrote the Michaels Arts & Craft training manual where I had a section on “Competitors.” I believe my first paragraph said something about sending customers to the competitor. That caused an up-roar with senior staff but once they listened to the logic in that stated paragraph, they agreed to keep it in. Recall any time you’ve walked in a store and either gotten poor help or no help at all versus a sales person who tries to help, but is unable to and suggests another store that might be able to fulfill your need. How did you feel about that store experience? The latter felt better, yes?

-Control issues? Don’t build an online community because it will require letting go of a certain amount of control and you have to also be a good listener and responder. You’ll go down in flames if you can’t be a good listener or responder. You also need to have a bit of a thick skin. Can you take criticism?

The net, net is that an online community should serve the need of its members. Offer value. If you are genuinely trying to offer a place where community members can come for information, help and communicate with one another in a friendly supportive environment then chances are you should proceed with your online community. But you sure you don’t have any of the issues listed above and understand that your online community is not a “captive audience” for you talk endlessly about your product. Recall a time at a party when that one person just talked about themselves? Yes, you wanted to get away from them as soon as possible.

Jo Duran, Production Manager

Moms Come Out Ahead This Mother's Day

2010-05-11T09:05:00.000-05:00

With Mother’s Day just behind us and the next Hallmark holiday not far off, it looks like Americans have starting spending again. It seems as though consumer optimism is growing – maybe out of pure anxiousness for the economy to turn around. But no matter what the reason, it was good news for Mom this Mother’s Day.

According to the results of the annual Brand Keys Mother's Day survey, jewelry gifts showed the most improvement (over last year). This annual pre-Mother’s Day survey indicated that “celebrants” intended to spend an average of $142 this year, up five percent from 2009. And not surprisingly, men said they planned to spend more than women ($168 versus $116 from women). In case you’ve never heard of it, Brand Keys is a brand and customer loyalty research consultancy in NYC. As part of its Customer Loyalty Engagement Index, they polled 5,000 men and women, 18-60 years of age and asked them whether and how they were planning to celebrate Mother's Day.

So consumers are feeling better about the economy and Mom didn’t get shortchanged this year. In addition to jewelry, other top “Mom gifts” on the list included:
Cards 97%
Flowers 70%
Brunch/Lunch/Dinner 58%
Gift Cards 55%
Clothing 36%
Books 22%
Electronics 12%
Spa Services 15%
Candy 5%

So, if this Mother’s Day is any indication of growing consumer optimism, then I’m looking forward to a bright 2010. Guess I had better start planning for Father’s Day now!

Patty Vaccaro, Director of Client Services

How to Get Executives On Board With Social Media

2010-05-04T11:52:00.000-05:00

Many of us understand the business importance of social media, but sometimes getting the executives on board can be an extremely difficult task. Here's a great article I found on Mashable that shares 5 tips for getting executives on board:

http://mashable.com/2010/05/04/social-enterprise/

If you have some successful tips and strategies for getting executive buy-in, please share!

Dianna DiGiammatteo, Account Director, Rocket Red

Marketing Through Stereotypes?

2010-04-30T13:53:00.000-05:00

As I perused the web searching for new and less social media focused stories, I came across an article on AdAge written by Bill Imada with regard to MetroPCS and their Tech & Talk spots featuring West Asian men. As a minority myself, and having seen one of the spots, I looked forward to reading his thoughts on the matter.

http://adage.com/bigtent/post?article_id=143548

YouTube MetroPCS Commercial

Mr. Imada’s thoughts summed up were simply ‘can’t we have humorous spots without resorting to stereotypes’? I understand where he’s coming from because stereotypes can both be uplifting and lead to hurting and demeaning a particular group of people. I would hope we all know not all Asians are smart, not all Blacks know each other, not all White people have good credit and not all Italians have mobster relations….or do they? But we can all laugh at these stereotypes because (well I hope) we are actually thinking “that’s just preposterous which makes it funny!”. Right?

But where do we draw the line? If you target one group successfully what’s to say you can’t go after another and another or deeper and deeper until it’s just hurtful… when does the “just kidding” stop?
Unfortunately we live in a media driven world where those who control the message (a very small few), control the world. We have many people out there smart enough to filter out the B.S. in stereotypes and take the message for what it was meant to be - entertainment. But as marketers, I think we have to also be sensitive to those who seem to believe everything the little ‘moving-picture box on the wall’ tells them. Those are the ones that perpetuate the negative stereotypes at dangerous levels and associate them to everyone who seems to fit the mold and will carry out their thoughts and views to an extreme. So in this instance, we really do need to take responsibility for what we submit as entertaining when trying to sell wares online.

But the other side of me, the side that is tired of the overly PC way we all seem to live wants to say – OKAY, when can we take off the kid gloves? As a result of our ever-connected world we’ve gotten so overly sensitive to everything and everyone around us it’s like we’re constantly walking on egg shells. From kid leagues where “everyone gets a trophy” to the media where you can’t say certain things for fear you’ll ‘hurt someone’s feelings’. Suddenly you’re branded ‘insensitive’ or worse yet ‘racist’. Look, I’m a black woman and my particular gender/race has seen the gamut on the most insensitive, harsh and downright ugly and insulting comments anyone could ever throw at a particular group whether in person or advertising but I (and maybe I’m the only one) can laugh at myself or my peers and still move past it.

I’m not picking sides because I can see the pros and cons to both. I’m just sayin’…Land of Free Speech or Land of Free Speech* (see official rules and restrictions)?

Rania Osburn, Account Supervisor

Inside Rocket Red

2010-04-28T09:38:00.000-05:00

Agency Pets, Vol. 1

Pet Name: Poochie
Gender: Female
Breed: Lhasa Apso
Age: A lady reveals nothing… (but I’ll be 10 on June 1)
Proud Parent: Rebecca “Becks” – Digital Art Director & Cupcake Master

My name is Poochie. I enjoy short walks in the shade and chasing my favorite toys a couple times. I have recently discovered that I like the lake! My mommy has a life jacket for me so I can swim around pretty easy. I like to chase my friends* into the lake too but they are bigger than me & can go in farther.

My favorite foods are pizza, French fries and Snausages. Actually anything except pickles & asparagus. I like car rides and feeling the wind in my furry face. Speaking of furry faces, can someone please ask my mom to get me a haircut?

That’s all for now. I have to get back to napping and being adorable. Nice to meet you!

*Friends are a chocolate lab, Shasha and Pitbull, Layla. They have long legs. Poochie does not.

Rebecca Cervantes, Digital Art Director, Rocket Red

Online Purchases: Buyer Beware

2010-04-19T09:08:00.000-05:00

ATVs sold online for bargain prices. The site had no address or phone number. That should have been a red flag or at least a caution flag for any customer visiting the site to inquire about the great prices on ATVs.

It is sad to report that customers who wanted to take advantage of these great prices got taken advantage of instead. Some didn’t get their vehicles and in some instances when the vehicle arrived, it had broken and/or missing parts. To add insult to injury, some vehicles came with major defects rendering the ATV a piece of worthless junk.

So buyers beware. Do your homework. Take time to find out if that bargain from a reputable business is really a bargain. Check online for competitors, customer comments and look for any reviews. Find out as much as you can about any business you are considering doing business with online. By the way, the same caution would apply to a brick and mortar business.

Take a little time before a major or even a small purchase to ensure that you are really getting a bargain. Doing so will increase your chances of being pleased with your purchase.

The Internet has provided a great deal of opportunity across the globe where it was once not possible to dream of having a business at a rather low cost and actually achieve success. Plus it has opened up the world to consumers looking for bargains and special items.

However, the Internet has also provided many, many opportunities for online scam artists. One must take great care to only deal with legitimate businesses. Some bargains are just not worth it especially if you end up a victim.

Here are some things to keep in mind when dealing with an online business:
-Check the about us and contact page of a website. It is important to have a real person you can talk to should something go wrong with an order and/or service. Or, you want to offer praise!
-Ask around and see if anyone else has done business with the company you are considering.
-Try to deal with businesses you’ve been happy with in the brick and mortar world because sometimes a deal can turn out to be a dud!
-Shop on!

P.S. Should you be happy or sad with a purchase, let others know. This is a good way for everyone to stay safe and informed online. Check out this link for more information on how to route your online purchase complaint to right people should you fall victim. http://www.dummies.com/how-to/content/routing-your-online-purchase-complaints-to-the-rig.html

Jo Duran, Production Manager

Sweeping In TV Summer Excitement

2010-04-13T09:43:00.000-05:00

If you’re anxious for the summer to get here, but not for the typical pattern of TV re-runs, then May be your month. If you’re like me, you probably have a handful of TV shows that you’re committed to…programs that you can’t miss no matter what (let’s all give a shout out to our DVRs). Well, May is one of only four times a year that all the TV networks promise to surprise and delight us to the max during what the industry calls “sweeps.” This is when Nielsen Media Research measures TV viewership to review ratings and determine what adjustments to make in the coming season.

May sweeps is just around the corner – April 29 through May 26, 2010, and with more TVs (2.86) than people (2.53) in the average home in America, you can count on the sweeps to deliver. This year Glee, 30 Rock, Vampire Diaries and Grey’s Anatomy are just a few of the shows expected to keep us tuned in for all the drama, cliffhangers, special guests and explosive season finales that we can handle.

I can’t help but wonder, though, just how many shows will be cancelled this season. The sweeps period often can decide the fate of a TV show, so for shows that are not doing exceptionally well, the Sweeps push can mean all the difference in the world. If a show can prove its worth with greatly improved ratings during sweeps, then there’s a good chance their network will keep them in the mix for the coming season – at least for a few more episodes anyway. Some of the shows that got cancelled last season include Battlestar Galactica, Dirty Sexy Money, Eli Stone, the controversial show The L-Word, Easy Money, The Ex List, In Harm’s Way, Lipstick Jungle, Mind of Mencia, Opportunity Knocks and Pushing Daisies. I’m not sure how many you tuned in to or remember, but the list is short for me. Easy come, easy go I guess…for every cancelled show, there’s always a better one just around the corner.

So if May sweeps doesn’t offer you all the summertime TV excitement you’re looking for, stay tuned until Fall when the networks will try even harder to win your attention with the introduction of all new favorites you can be sure to add to your DVR list!

Patty Vaccaro, Director, Client Services

Your Personal Brand

2010-04-06T11:27:00.000-05:00

Take a look at what you are wearing today. Why did you choose this particular outfit? Maybe you have an important business meeting and need to be more formally dressed. Maybe you chose a bright color to express your wonderful mood. Or maybe you selected a fun pair of shoes that will attract attention.

The clothes, shoes and accessories you wear make up your style which is an extension of your personal brand. Most people have a personal style no matter whether they are dressed up or dressed down. Your style may range from trendy to super conservative, or somewhere in between. No matter what your style, it says a lot about you. In essence you are marketing yourself. What do you want people to think about you?

You have to adjust your style to fit your target audience just as you would adjust messaging when marketing a product or service. If you are meeting with a new client for the very first time you probably want to err on the side of conservative. But maybe you add a pop of color to demonstrate that you are strong and not afraid to take risks. And in this example not only are you a reflection of your personal brand, but of your company’s brand as well.

When you wake up tomorrow morning think about all the audiences you will be interacting with throughout the day. What do you want those audiences to think or feel about you? Do you want to be perceived as conservative, put together, fun, bold, sophisticated, approachable? Dress according to how you want to be perceived. This is your opportunity to send a message to your audience(s) about your personal brand. It starts with your appearance because that is the first impression people will experience.

We put so much time and energy into creating the right messages about our client’s or our company’s brand. Shouldn’t we do the same for our personal brand?

Dianna DiGiammatteo, Account Director

Super Bowl Ads Win Big.

2010-02-07T20:57:00.000-06:00

A down economy. An economic slump. A recession. Yep, times are tough but you’d never know with all the money advertisers spent vying for the attention of America with TV ads in today’s big game. With one million people expected to tune in to the game, advertisers apparently saw the value of getting in the game – to the tune of $3 million for 30-seconds of airtime.

For only the second time in Super Bowl history though, costs for ads in the game fell this year…which got me wondering how the cost of Super Bowl ads have varied over the years. Remember 1967’s game? The cost of one ad then was $42,500 on CBS and $37,500 on NBC (the only time the game was broadcast on two networks). Twenty years later, costs increased to a ridiculous $600,000 for just one of the coveted spots. Fast forward another twenty plus years, and here we are at close to $3 million for an ad!

So what do advertisers get for their money? Brand exposure and awareness? Sure. Increased sales/revenue? Maybe. I admit that I tuned in to the game specifically to watch these million dollar commercials, but chances are slim to none that I’ll be running out to buy Dockers pants, Doritos, or a new car anytime soon. I was entertained though, and that’s worth something, right?

To check out all of this year's ads, visit You Tube: http://www.youtube.com/.

Patty Vaccaro, Director of Client Services, Rocket Red

Predictions

2010-02-02T17:56:00.000-06:00

Okay, Punxsutawney Phil has emerged to see his shadow which means another six weeks of winter. Boo!
If only we had a Wall Street or Washington peddler we could pull out of a hole and shake about to see what turn the economy will take. Seeing that we don’t have one of those peddlers, let’s see what predictions are out there.

Let’s start off with the IHS Global Insights’ Nariman Behravesh 2010 predictions at http://tinyurl.com/yjryz96, and for perspective let’s see what the ten geopolitical and economic predictions are from Small Cap News at http://tinyurl.com/yf9pu4t.
Well, after looking at all these predictions I’m feeling a bit faint. While Mr. Behravesh is not as grim as Small Cap News, one does have to sit and pay attention as we did this morning in anticipation that good old Punxsutawney Phil might NOT see his shadow so we could look forward to better days.

Not to fret, Americans are a strong, resilient and hopeful lot.
We are innovators and the economic challenge opens up many opportunities for growth.
As a growing business, we are excited! Our clients’ demand for services has only grown.
We believe this is due to great creative, superb account management and accountability.
So while the world is still reeling and crawling, we firmly believe that a positive outlook with a healthy dose of ingenuity will win the day, year and decade.
Now, time to get back to taking care of business!

Jo Durant, Production Manager, Rocket Red

What's Your Passion?

2010-01-29T11:56:00.000-06:00

“When work, commitment and pleasure all become one and you reach that deep well where passion lives, nothing is impossible.” –Unknown

What’s your passion? Have you recently asked yourself what are the things in your life that you are passionate about? Your work? Your family? Or, perhaps a cause or hobby? In reality, you should be passionate about most of the things in your life.

I recently discovered a new passion – distance running. And trust me this is something you absolutely have to be passionate about especially at 5:15 in the morning when the temperature is below freezing! It started out as a very good friend of mine talking me into running a half marathon. I thought ok I’m in good shape and I used to run track in high school so I should be able to do this. I joined a running class at the end of November 2009 and have been training 4 days a week since. And what I have discovered is that I absolutely love it! It’s no longer about just being able to finish the race. I take each training day very seriously and want to be my absolute best. There are days when I wake up and my body is tired and it’s cold out, but my drive for my new passion gets me out of bed each morning. The race isn’t until the end of February, but I’ve already talked to the coaches and they have mapped out classes so I can continue running the rest of the year.

So, I ask you again what’s your passion? Because without passion you lack the interest, drive and commitment needed to make the impossible possible. For some it is asking yourself if you are truly passionate about your job. Do you love what you do? Are you anticipating your client’s every need? Are you exploring your creativity and thinking out of the box? Are you a problem solver? Do new challenges excite you? If not, then maybe you are meant to do something else. For others it may be a hobby. I tried training for a triathlon and taking tennis lessons before I landed on distance running. Whatever your passion, take the time to explore it and find it because once you do the possibilities will be endless!

“If there is no passion in your life, then have you really lived? Find your passion, whatever it may be. Become it, and let it become you and you will find great thing happen FOR you, TO you and BECAUSE of you.” –T. Alan Armstrong

Dianna DiGiammatteo, Account Director, Rocket Red

Apple Introduces...the Giant iPod Touch

2010-01-28T17:07:00.000-06:00

Err… I mean the iPad.

As an avid Apple fan, I found myself eagerly anticipating the Keynote of the recent Apple Special Event. The Tablet is coming!! The Tablet is coming!!! But what will it do??

Well I got my answer… not much. Sure it’s cool and flashy (no pun intended since it doesn’t have a flash plug-in) but it is an Apple product so it was bound to be awesome! (Bear in mind this writer has purposefully blocked out the Apple Pippin, the Power Mac G4 Cube and ever so awesome Macintosh Portable.)

Back to the Giant iPod Touch, I mean iPad. Let’s start with the name… the iPad. Really?!? Were there no women on the development team? The iTablet would have been a much better alternative. Heck, the Giant iPod Touch would have been a seller!

So moving onto functionality or lack thereof. Don’t get me wrong… if music, movies, pictures and apps are your thing than this seems to be a great solution. With the exception of not being able to take a picture because there is no camera. Lame.

Finally, with no true OS you’re pretty limited. Not to mention the lack of a USB port. I, and I don’t think I’m alone here, was expecting a fully functional computer product. Something you could maybe doodle on with a stylus. Maybe even a type of electronic clipboard. Instead we got the iPod Touch for Senior Citizens.
(With the giant keyboard and buttons, doesn’t it remind you at all of those oversized remotes?!?)

Although it is still a pretty cool little gadget, by the time you pack up the optional stand, keyboard and whatnot, you could have just as easily brought your laptop. Or put your iPod Touch in your pocket. Sorry Mr. Jobs but I’m out on this one.

Rebecca Cervantes, Art Director, Rocket Red

Strategic Philanthropy

2010-01-27T15:37:00.000-06:00

In today’s economy businesses big and small have limited resources and are challenged daily to find new, creative ways to stretch each dollar and reach the customer. As an agency, it is our job to help you find innovative, but cost effective, ways connect to people in an authentic and impactful way with your brand.

Fads come and go...but giving back is never out of style. Consumers notice your company’s social conscious. Studies indicate that when all else is equal, consumers prefer to buy from a company that is associated with a good cause. Corporate social responsibility is not a new concept, but strategic philanthropy seems to have become a common trend in many recent corporate marketing efforts.

Pepsi recently announced the “Pepsi Refresh Project.” Instead of spending millions of dollars on Super Bowl ads, Pepsi plans to award grants to “people, businesses, and non-profits with ideas that will have a positive impact.” Starting on February 1, you can log on to the Pepsi website and vote for your favorite ideas every day. The “Pepsi Refresh Project” will be looking for 1,000 new ideas to award each month.

“Give a Day. Get a Disney.” is another example of a charitable campaign that is creating buzz across the country. Disney’s goal with this campaign is to inspire one million people to volunteer a day of service to a participating organization in their community; in turn Disney will reward people with a one day voucher to the theme park.

Giving back to the community is not only the right thing to do, but also a great way to get your name/product/promotion out there for free while enhancing your company’s image in the public eye. It is a win win for everybody!

The following are a few tips on how to select the right organization for you and your business.

Do what you know.
Your contributions should be a logical extension of your business. What are your products? What is your company’s area of expertise? Align yourself with an organization that complements your team and your product.

Think Small. Think Local.
Try to find organization in your local community where smaller donations can have an impact. This will allow you to generate interest in a lesser known cause and see firsthand how your efforts are making a difference.

Don’t just write a check - Create a partnership.
In the long run, most of the time an organization will benefit more by developing a partnership/ program with you than by receiving a one-time cash donation. It is much more rewarding to actually participate in social change. Your efforts combined with your employees and your consumers can really make an impact.

Laura Arnold
Account Manager
Rocket Red

We Can Handle the Truth

2010-01-26T15:19:00.000-06:00

A recent Gallup survey of 22 professions shows that “Advertising Practitioners” rank right near the bottom of public opinion regarding honesty and ethics. We find ourselves a little more trusted than Car Salesmen and Congressmen, and a little less trusted than lawyers.

Low praise to be sure. But why? I’ll grant you most people labor under the assumption that advertisers are honest at times only because they are legally required to be. If that’s the reason, then so be it. Those opinions will be hard to change.

For all the others that have assigned us a duplicitous stereotype, I would say this: In an age of 90-day warranties and money-back guarantees as the price of entry, the motivation to lie to get a product out the door is microscopic. The goal is to get the product to stay out the door. We’re not selling boomerangs here.

I’ll give you some advertising truth right here: Truth is the best catalyst for action.

If I want you to buy my product, I’ll give you a reason to buy that will stand up even after you get home, take the product out of the box and use it for the first time. That way the product stays bought. That is how I will make my client money.

And that’s the only way an advertising agency makes money.

And that’s the truth.

Gallup Survey results can be found here: http://www.gallup.com/poll/112264/nurses-shine-while-bankers-slump-ethics-ratings.aspx

Mark Wolff, Creative Director, Rocket Red

Spicy Advertising Takes to the Streets

2010-01-08T16:14:00.000-06:00

I just read an article about a major fast food retailer and their recent advertising campaign for new “fiery” buffalo chicken wings. KFC – once referred to as Kentucky Fried Chicken until they started offering non-fried varieties of chicken – suggests on their menu that these new chicken wings offer customers a “flavorful combination” using a “blend of 7 different peppers and a hint of vinegar.”

But it wasn’t their blend of spicy peppers that intrigued me; it was the way they’re promoting these wings. KFC, like many other national advertisers, has taken a non-traditional approach to getting the word out on the street…literally, by promoting these wings on fire hydrants. Clever, right?

They’re doing this in part because it is clever, but also as a way to help create goodwill with its customers. KFC is helping two local communities in Indiana by giving them $7,500 to put their fiery message on hydrants and fire extinguishers. This fee will pay for the greatly-needed new hydrants and extinguishers – a cost that the city would have otherwise had to cough up.

All of this isn’t new, and isn’t surprising either. Advertising messages can be found everywhere, from bathroom stalls and paper towel dispensers, to manhole covers, park benches and water coolers. Advertising is everywhere and people generally try to avoid it. So being clever with where and how you place the message is just as important as the message itself.

As a consumer, I’m often disgusted at the proliferation of all these ad messages. I don’t agree that these non-traditional types of ads cut through the clutter we see and hear on TV, radio, in print, on billboards and online. All they do is ADD to the clutter. But as a marketer, I can’t help but compliment KFC and others like them. If it gets us to take notice and talk about their ads, then they did something right.

As for their new fiery wings, I’ll keep my mouth shut and stick to their original recipe or crispy chicken varieties!

Your Customer is Waiting

2010-01-05T22:23:00.000-06:00

Organizations have always made a point to go where their customers live, work and play. Back in the day, choices in medium included the traditional mix of newspapers, TV and/or radio stations, outdoor, magazines, and events. Planners and buyers evaluated this media mix based on many factors including matching their organization’s brand to a target group of customers. So in a sense, how an organization reaches out to customers has not changed, right? Yes and no. The above-mentioned mediums still exist in traditional form but they also exist online - and there is more interactivity. A push and pull with customers.

And, what’s more, organizations must also exist on mobile devices in a form that is easy to consume and beneficial for the intended customer. To neglect mobile devices would be suicide. Obvious to everyone is the explosive growth taking place on one particular mobile device -- the iPhone. Brands are building apps in droves for the iPhone in order to claim a spot in the customer’s hip pocket. Customers are highly in charge of what messages they accept, when and where. Remember TIVO? Brands are wising up to this fact by creating apps that elevate their brand while offering the customer something they find really “useful.” The word “useful” is highlighted because let’s face it, there are a lot of apps that offer little. Whereas an app that is truly useful is more likely to get high customer response and engagement. As a busy mom, the iFood app from Kraft had me locked and sold! For more appetizing reading, dig into Adage’s recent article, “How Brands Can Build a Successful App Strategy” (http://adage.com/digital/article?article_id=139233) includes lessons from Benjamin Moore, BOA, Kraft and others.

Bon Appetite!

www.GoRocketRed.com

Bring in the New Year with the Latest Design Trends!

2009-12-30T12:14:00.000-06:00

Ring, Ring, Ring… It’s the New Year!!

Out with the old and busted. In with the shiny and new! The New Year is here like an annoying Aunt Gertrude impatiently ringing the doorbell whilst you try and ignore her. Bad news – she knows your home and she’s here whether you’re ready or not! Good news – she’s bringing you shiny new toys! New web design trends for 2010!!

Here are just a few peeks at what’s to come in the New Year:

1. Oversized Logos/ Headers

Main Idea: Huge headers that make your visitors remember you.

2. Sketch/ Hand-drawn Design

Main Idea: Sketch be comes an elemental part of corporate design.

3. Slab Typefaces

Main Idea: Slab typefaces is used to bravely express who you are.

4. Typography

Main Idea: Typography is young, but will continue to be a part of web design.

5. One Page Layouts

Main Idea: One page layouts will be more about personal profiles and less corporate.

6. Huge Images
Main Idea: Huge images will be used to invite visitors in.

7. Change of Perspective
Main Idea: 2010 will play around with different perspectives.

8. Interactive/ Intuitive Design
Main Idea: Interactive design will make a come-back.

9. Modal Boxes
Main Idea: Modal boxes will continue to pop up in 2010 designs.

10. Minimalism

Main Idea: Minimalism will venture into typography.

11. Oversized Footer
Main Idea: Oversized Footers will feature less important, but more personal information.

12. Retro
Main Idea: Retro is new.

13. Intro Boxes
Main Idea: New ways to say “hello.”

14. Magazine Layouts

Main Idea: Magazine layouts will be used for infotainment sites.

Note: The author makes no intention of offending any Aunt Gertrudes out there. I’m sure you are all very nice ladies and fine Aunts whom I’m sure are great company. But please, no more fruit cakes… I’m on an all meat diet.

Source: Web Design Ledger. http://webdesignledger.com/tips/web-design-trends-for-2010

www.GoRocketRed.com

Real-Time Data: Comforting or Disturbing?

2009-12-18T13:27:00.000-06:00

As technology continues to advance, we are able to connect remote data to people and things in real-time. People are instinctively afraid of the unfamiliar and unknown. The idea of having instant access to information and the ability to immediately communicate with others is empowering. People feel comforted when they believe they are in control. As I was catching up on my Ad Age reading this week I came across an article about analyst and futurist Mark Anderson’s most recent predictions.

According to Anderson, "Connecting remote data to people and things in real-time will lead to a series of exciting new devices and applications. Possible examples: real-time comparison and recipe-driven shopping, facial recognition (in social spaces) linked to bios, self-guided tours by phone, voice-queried information about your personal environment. Many of these are technically proved out today, but they will start to emerge as an exciting and brand new trend in applications in 2010. It has less to do with technology and more to do with psychology. Almost overnight, the world will change from hostile to comfortable -- and that will change us.”

As it applies to advertising and marketing, real-time data will give us the ability to deliver relevant messages to consumers based on location, interest, relevance and context. This technological advancement is exciting; however we must proceed with caution and consider all potential implications both good and bad.

Is it possible to be too connected? Where do we draw the line?

Many years ago Albert Einstein said: “Technological progress is like an ax in the hands of a pathological criminal.”

Perhaps there is truth in this analogy? Instead of creating a more comfortable, friendly environment, real-time data capabilities could have the opposite effect and actually create a more hostile world. Being too connected may make people feel exposed and consequently less in control.

This debate will continue in our industry as we move into 2010 and begin implementing real-time data technology into new devices and applications.

Join the conversation and let me know what you think!?

Laura Arnold
Account Manager
Rocket Red

Celebrity Endorsements - Risk vs. Value

2009-12-16T13:42:00.000-06:00

“I have decided to take an indefinite break from professional golf.” That’s right - Tiger Woods, the world's first athlete to make a billion dollars - is putting golf aside for awhile. The billion dollar question now is how Tiger’s recent marital indiscretions will affect his current endorsement deals and his future marketability.

Media coverage of Tiger’s recent affairs is everywhere. Even as I sit here writing this, the local TV station is polling its viewers on how Tiger should clean up his image (A. Get back to golfing, B. Give an interview to Oprah/network TV, or C. Go to rehab).

Tiger has been fortunate to have many popular brands like Gatorade, AT&T, Nike and Gillette behind him - so fortunate, in fact, that he makes more money from endorsing these brands than he does from playing golf. Those in the business say that he’s the only athlete who will come close to earning $100 million in endorsements this year. Until now, that is. There is much speculation that Tiger’s marital indiscretions may have put these endorsement deals in jeopardy. And that’s because Tiger was selling more than razors, watches and beverages – he was also selling trust.

During the last several years ethical misconduct, especially among sports celebs, has been the topic of many a news story. So this story isn’t new, but the elevated media interest has caused many marketers to start talking once again about the value, and about the risks, of using celebrities to sell products and services instead of featuring the product or service's value for users.

But now that this iconic sports figure’s squeaky-clean image has come into question, things are certain to change for Tiger. After six years together, Accenture ended their relationship last weekend. They were the first of his corporate sponsors to do so. Accenture has used Woods to personify its claimed attributes of “integrity and high performance.” News stories published over the weekend quoted Accenture as saying that Tiger is "no longer the right representative." Swiss watchmaker Tag Heuer is currently reviewing its relationship, as is Pepsi, AT&T, Gillette and others. It seems they are trying to determine whether or not Tiger’s actions in his personal life violated the terms of his multi-million dollar deals.

So what can we expect? No one knows, but the marketing world seems to agree that we shouldn’t expect Fortune 500 companies to start changing their marketing plans simply because Tiger Woods is the target de jour of tabloids. It’s just that – the story of the day, unfolding much like the stories of sports heroes Kobe Bryant and Michael Jordan. In the end, marketers will continue to have celebrities endorse their products and services. And as for Tiger, he will likely do just fine.

Addressing the Triple Bottom Line – People, Planet, Profit

2009-11-17T19:25:00.000-06:00

“According to the U.S. Census Bureau, the world population is expanding at a mind-boggling rate. The world reached 1 billion people in 1800; 2 billion by 1922; and over 6 billion by 2000. It is estimated that the population will swell to over 9 billion by 2050. That means that if the world’s natural resources were evenly distributed, people in 2050 will only have 25% of the resources per capita that people in 1950 had.”1

1 Go Green Initiative’s website, http://www.gogreeninitiative.org/content/WhyGoGreen/

If we as small business owners, designers or freelancers could control our products and services effortlessly, why wouldn’t we? Most people are under the perception that running a “green-friendly” operation costs a great deal of money and time. That’s not necessarily true at all. Although the initial costs and procedures of going green may seem like a hassle, we have to remember the big picture. The savings from electricity, water and less paper usage will undoubtedly put more money in your bank account, which means more money in your pocket. This is where agencies need to finesse the Triple Bottom Line – people, planet and profit. Finding the right balance is vital, particularly in this recession.

When it comes down to it, going green is good for the earth and for our future generations to come. In the business world, it can be one of your key marketing attractions. It can keep expenses down and money in your pocket all while giving you warm, fuzzy feelings inside. In the design world, we can use our expertise of self-promotion to help our clients market themselves as a “green-friendly” establishment.

So go for it. Be green. Save a tree. Help protect the planet.

www.GoRocketRed.com

Invoke Passion in Your Interactive Campiagns

2009-11-03T09:46:00.000-06:00

Invoke Passion.

These days people expect more for the money and need it immediately. Big. Big. Big. Now. In this Twitter, Facebook and blogging culture how do you hit someone’s interest enough to make them care about your product?

In order to break free of the restraints of immediate satisfaction, you must create a lasting message that will invoke passion for your brand. You must have a great idea, a concept that will break through the mold. In a world where going viral is now a good thing, find the thing that spreads like a pandemic.

Nowadays, every campaign has to be interactive or it’s wasted away in the dump of inefficient strategies. With Australia’s “World’s Greatest Job” to Levi’s campaign that inspire you to become a pioneer and explore treasures, we are faced with games and gimmicks for people to do something. Australia’s World’s Greatest Job Campaign created a way to use the high unemployment rate to promote the Islands of the Great Barrier Reef. The campaign created a brand awareness that spread across the globe and had almost 7 million visits over 56 days. Levi’s is now pushing a campaign that inspires people to “Go Forth” and explore. Mimicking the passion from thirty years ago, it promotes the history of the brand and gets a person excited to impact the world today by posting images and quotes of their America. Using relevant subject matters in today’s economy is a great way to create an integrated marketing campaign to give your brand awareness.

In a poor economy the richest thing you can have is a great idea. And you can create buzz for your brand with low media cost by creating an online presence that’s like a playground for social media extremists. So find the idea. Create the meaning. Spread the passion.

Engaging Your Audience in the Conversation

2009-10-30T08:09:00.000-05:00

The advent of being able to receive information anytime, anywhere has fueled a conversation economy. We are no longer marketing products or services – we are marketing conversations. So how do you market a conversation? First, you must start with a meaningful conversation strategy. The right conversation strategy needs to answer two important questions: What valuable content will attract conversations with the right people? And, once you start these conversations how will you keep them alive?

In today’s world, people are expected to do more, to take in more information, all in less time. A conversation requires engagement and participation from others which requires an investment of time. Even when there is an opportunity to engage in a conversation through Twitter or Facebook you can’t expect them to participate given all their current demands. So how do you get your conversation to rise above the clutter and stand out enough that people will take the time to participate?

A multimedia mix intended to spark conversations must have a compelling message that can work across multiple media platforms. It must be more than a one-time promotion or product feature. It must connect brand meaning with search habits and must be able to accommodate ongoing contributions from casual conversations to consumer-generated content. The messages themselves must speak to what motivates people. People naturally expect to get something out of a conversation so you must motivate them to engage which is what will fuel the conversation. Use contests, forms, surveys and invitations to fuel conversations related to the value your product or service can provide. Keep the ongoing conversation fresh through websites, videos, blogs, and social media. And, theme your content to follow your audience’s passions, desires and routines.

For those who hit the mark with their conversation strategy, your audience will take over the conversation for you.

"Satisfaction Guaranteed!"

2009-10-27T10:08:00.000-05:00

Your mileage may vary

When you say your product is delicious, it is in poor taste. Your value promise is worthless and when you promise me peace of mind, I get nervous.

The promises are tired. Your promise of selection was poorly chosen and your idea of savings, just wasted my time and your money.

Give me something I can sink my teeth into.

When you promise friendly service, you insult me. When you speak of style, it is tacky.
These old promises have been rolled out so many times that everyone has seen them, knows them, and has built up immunity to them. Consumers are smart. The price of entry is to know them. To understand what they want. The old advertising maxim is that people don’t buy ¼” drill bits, they buy ¼” holes. Know what they need, what is important to them and you will deliver a message that resonates.

With keen insight, the strategy and the creative come together to deliver an impactful message.
A wonderful example of this principle is the Rolling Stone magazine campaign that rolled out in 1985: “Perception/Reality.” The campaign was effective for years and was fueled entirely by the insight that readers had a distorted view of who they were and what they were about.

They deftly sidestepped the boring old landmines of “Interesting Articles” and “Be in the Know About Popular Culture.” Instead they redefined their content as well as their readership with interesting, pointed, well-thought-out advertising. With that kind of thinking, Rolling Stone reinvigorated both their newsstand sales and advertising sales.

And a keen insight was the key to it all. It can make the difference in your next campaign. We tell you this because we really do care.

Mark Wolff

Rocket Red

www.GoRocketRed.com

www.TheRedBuzz.com

Social Media Murdered Search Engine Optimization (SEO)!!

2009-10-22T13:15:00.000-05:00

Has social media killed SEO?

Hmmm...interesting question because you see all these SEO companies out there, probably in the dozens of thousands now, all vying for their particular piece of the search engine optimization pie.

Well, just to make sure we are all on the same page here while analyzing the question, let's look at what these SEO companies actually do. Generally speaking, they help their clients achieve better search engine result page (SERP) rankings over time according to the relevant keywords under consideration. For example, these SEO gurus will make a Google search for "auto mechanic in Santa Monica" pop up on the first page of Google, perhaps as high up as the #1 spot, for a given URL. Amazing, huh?! Well, maybe not.

Let's briefly look at HOW they achieve these results WITHOUT going into all the technical Web speak they love to throw out at their clients. Great SERPs happen with solid external SEO efforts. Among other things, one of the major external SEO factors involves creating strong, permanent, relevant backlinks. When Google magically indexes and crawls through your website, its algorithms LOVE to see these wonderful backlinks. These links inform Google that your site may have something that everyone else needs to see, giving it a surefire increase in rankings for specific keywords.

So let's get back to the initial question, "Has social media killed SEO?" By utlizing the most popular social media channels, implementing a solid strategy and utilizing some great new tools (applications) while applying good, fundamental SEO tactics, social media may not actually be killing SEO efforts completely, but the need for strong SEO results can increasingly be obtained through your own social media processes without the need for an SEO "guru" or company.

To learn more about some of the social media tools I use or just pick my brain in general about all this fun social media stuff, feel free to shoot me an email anytime at Tim@GoRocketRed.com.

Tim Wagner
Rocket Red
www.GoRocketRed.com
www.TheRedBuzz.com

Look, Listen and Think Before You Go Social

2009-10-21T10:21:00.000-05:00

It's funny listening in on agency and client conversations. The buzz is all about the power of the so-called "free" social media revolution. The art of viral marketing, blogging to be seen and heard; FBooking to be relevant; tweeting to stay top of mind is what clients are clamoring about whipping agencies and marketeers into a frenzy. While the buzz is relevant and the power of the medium is real, I say hold on - stop, look, listen and think before you go social. It 'aint free and it 'aint that easy. And, void of a strategy (cost) and the resources (cost) - I liken the effort to trying to be heard without any stage or amplification support over the roar of a crowd at a drunken Super Bowl Bash.

So, what's the point? The point is just that - have one. Have a point of view - a strategy before you post that page, upload that video, create that gallery and establish those feeds. The adage if you build it they will come doesn't work in this new world. You gotta give them a reason to bond with you, to care and connect their brand to yours. And, you gotta be prepared to take care of your network - to respond, nurture, surprise and delight it more often than not. This means you've gotta have resources - dedicated to the social cause. If done right - the payoff can be there - but it 'aint free and it 'aint as easy as all the talk makes it seem.

Gayden Day
Rocket Red
http://www.gorocketred.com/