A Different Kind Of R & R

Consumption of media has shifted quite a bit to digital, social and mobile. To be on pace with that is really important for the brand to continue to grow; that ‘s why the Daily Twist program was born.

How are innovations in interactive television and online services expanding the strategies and tactics marketers employ today?

Slide 2: Sof-A-Logue.com has been in the social media business for 10 years. The proposition of the company is to be the lowest cost, highest quality service provider in the industry (MKT650 Scenario, 2013). The enterprise has been successful in growing every year, with a total of five billion in sales, but overall awareness of the name Sof-A-Logue is low. The task of this plan is to increase the top-of-mind recognition of the Sof-A-Logue parent brand and determine a path forward for the company.

A component of Crave TV’s marketing mix that they can improve on is their promotion. Though they are with Bell Media one of the biggest companies in Canada I’ve personally never seen any commercials or advertisements physically or on the internet. If daily internet users haven’t seen a single advertisement for Crave TV then something is wrong. The current generation revolves around technology and the internet; therefore Crave TV should acknowledge that and built towards developing an online presence. As of now Crave TV only has 33,200 twitter followers and 3,000 Instagram follows whereas their main competitor Netflix has 3.74 million twitter follows and over 4 million Instagram followers. As we discussed in class we are in the social media

Strong visual concepts, dedicated social media coverage and highly engaging content are all needed to stir public interest and successfully turn potential buyers into loyal customers. We always go above and beyond our clients’ expectations by delivering marketing solutions that guarantee more. Additionally, our team never misses an opportunity to direct clients’ towards trends that are certain to deliver the ideal experience to customers.

Without it, marketers cannot ensure the products they are developing will be successful. Although predicting the future of a company is difficult, the ability to break segments into small groups is beneficial because it improves efficiency. First in the mind of consumers has its benefits but they are short-lived. Leaders do have the privilege of owning a word or phrase but this can also be detrimental if the leader is trying to extend its line. Over time consumers become smarter and will move past the exciting new product to one that benefits them the most. In 1999 TiVo was the exciting new leader for automatic television recording and on-demand viewing. Its success did not last long as cable companies simply copied its technology. A single phrase was burnt into the minds of consumers; “Tivoing” is commonly used by DVR (digital video recording) users even though they do not own a TiVo box (Saint, 2009). Today TiVo is working on releasing an innovation to help make itself relevant once again in its industry. TiVo’s Next Generation Platform will use cloud service and promises “seamless integration of content across linear, over-the-top (OTT), on-demand and DVR platforms for multiscreen capabilities.” (Dent, 2018). TiVo created a technology that was easily mocked by its competitors, now it must listen to the wants and needs of customers. It is unclear at this

Marketing in the digital age has become a thing of beauty. There have been some truly amazing campaigns in recent history that would leave the likes of Donald Draper (AMC’s Mad Men ) flabbergasted. One of the more successful strategies seems to be the corporations leveraging the target audience to market their products on their behalf. Frito-Lay saw success with their Crash the Super Bowl campaign, Fitbit has taken off with their social media presence, and Samsung raised the bar with their “impromptu” selfies. All of these companies have found ways to advertise their products without having to lift a finger; rather, the consumer does all the work.

Time Inc.’s storytelling is deeply rooted, with millions of consumers across virtually every segment of society. Today’s showcase embodies our strategy to build upon that heritage by producing award-winning premium video content and distributing it through innovation, product development, partnerships and collaborations with our advertising partners” (Time,

Good brands demonstrate that the strongest businesses use authentic and cause-driven messaging. When brands use advertising to promote their ideals it benefits the public and the brand itself. In recent years, no brand has embodied this idea quite like Squarespace.

We are Agency TS9, a consumer products public relations firm, with an innovative approach to strategic communications. Beginning with research-driven consumer insights, Agency TS9, executes strategic public relations programs that increase engagement, build equity and drive measurable business results for branded consumer products and services. Our goal is to promote our clients to the best of our ability through the use of our powerful mix of traditional publicity to the modern social & digital media to capture the minds, hearts and spirits of target consumers. We are composed of 6 talented members. Mikaela Donelan as our skilled Account Executive, Molly Anderson as our wonderful Public Relations Coordinator, Andrew Ellingson as our dynamic

According to a study by Media Dynamic, the typical adult is inundated with around 360 messages each and every day. These messages are sent through magazines, newspapers, internet, radio and TV. This leads to a crowded marketplace, where businesses have to make a big impression just to be noticed. Bill Corbett, Jr. who is the president of Corbett Public Relations talks about how this crowded market place has grown exponentially:

 Celebrities endorsement can also reach wider customer segment as some customers purchase the product because of the attraction of the celebrities. (WGSN INSIDER 2015)  Moreover, Arcadia Group has been leading the innovation of digital marketing in the UK. For example, the company co-operated with Facebook launching the first ever live ‘customisation of the catwalk’ (Arcadia Group Limited, 2012) These are considered for the strengths of Arcadia Group.

It had been nearly two years since Austin Walker had been appointed CEO of what once was Wholesome Family Television (WFT), and the bankrupt, destitute company’s turnaround under Mr. Walker’s direction was truly remarkable. Within a month of Walker's arrival the ten-year institutional programming channel had been renamed to Creative Unlimited Television, their slogan becoming “a CUT above the rest,” and half of the current programming had been cancelled. Shows that had been running for half a decade or more were unceremoniously trashed, and replaced at first with reruns from whatever syndication deals CUT could afford at the time. Really, without the reputation of Austin Walker, no bank on Earth would have given the flailing network the loan it needed to survive another year. Even then, half of the banks passed on the risky “opportunity.” Many of those bank Presidents and CEOs would be fired a

Laura and her boss Isabel have the garden variety marketing problem in the age of ubiquitous media advertising; how to reach the customer and sell your product amidst "ad-zapping devices and a decrease in consumer attention spans" (USAToday.com. October 10, 2006. PP. 1). Bob Gamgort, President of MasterFoods indicates that "the average American is exposed to 650 advertising messages a day" (Peebles, Ellen. October 2003 P. 32), however; that number may be drastically low, as a second estimate pegs the figure at 3,000 to 5,000 a day (USAToday.com. October 10, 2006. PP. 2). Regardless of which figure is correct, Bryant's marketing team must find innovative ways to compete in an ad frenzied environment; leading to the question of the efficacy of Laura's product placement/ celebrity endorser idea.

But competitors such as CNN and Lifetime made note of TFC’s success. They began to offer fashion-specific programming. Consumers now have a choice, and the ratings show that non-loyal consumers are starting to choose alternatives to TFC. Reasons for this can be found in the recent Alpha research study on customer satisfaction, which shows that when it