A fake blog (also known as a flog, or “flogging”) is a blog that appears to be written by a respected blog author or internal company rep but, in fact, is written by an outside ghost blogger. As social networking tools gain in popularity, corporations and special-interest groups legitimately use blogs to promote company agendas with transparency and honesty without cloaking their identities. Flogs are corrupted and deceptive forms of marketing that, if exposed, can do great damage to reputation.

One notorious example was when public relations firm Edelman Worldwide created a fake blog in 2006 called “Walmarting Across America.” It was purportedly written by two Wal-Mart “enthusiasts” who decided to journey across the United States in an RV, blogging about the experience as they visited Wal-Marts along the way. While two people actually did travel across the United States in an RV, the publicity stunt was revealed to be paid for by Wal-Mart, a client of Edelman. What was intended to be positive press ended up as much negative press.

MP3 File

Part I of John’s talk covering:

    • the importance of engaging your customer.
    • establishing “the essence” of your product or service.
    • the value of a great tagline.
    • how to excite vs merely inform.
    • the “huh” factor.
    • PR
    • the future direction of media and marketing.
    • successful case studies.

Hear Part 2

Podcast: Play in new window | Download

It’s an advertisers dream to have their product ride a major pop-culture wave for a low investment. The latest example of this is a viral video from a 31-year old, ex-video game designer, Matt Harding.

The “Dancing Matt” video that Harding created (initially in ’04) is a quirky but very charming example of video self-expression that had nothing to do with any product until Stride Gum contacted Harding prompted by the growing viral buzz. Just to have its brand associated with the video, Stride offered to pay Harding’s expenses for an upgraded version and several months of world travel — not exactly an easy thing to turn down if you’re an unemployed 31-year old, ex-video game designer with a travel fetish.

Two years and over 10 million views later, Stride Gum is reaping the benefit of major viral buzz and national PR from their association. A great case study, right? I’m not so sure.

“Exactly what connection the company sees between gum and a guy dancing, but not chewing, remains a bit of a mystery,” says the New York Times. The answer is that it has no connection. But what does it matter if sales go up? Stride reports an 8% increase in sales since their video sponsorship. What they may not make so obvious is that Stride Gum, which is owned by the London-based global confectionery Cadbury, is also running an independent, multi-million dollar, TV ad campaign. So how much of that 8%, which isn’t huge, can honestly be attributed to the video connection?

The video is truely unique, uplifting and memorable. And, kudos to Matt Harding for following his muse and getting a free ride on Cadbury. But, if you want to see a true example of smart, successful viral marketing, check out Blendtec’s “Will it Blend?” or Jib Jab’s “Bush/Kerry”.

Last week, The New York Times reported on an Obama logo “deliberately reminiscent of the official seal of the president of the United States.” So, what do you think — savvy marketing or arrogance? (Click “Comment” link below)

It’s better to upset a few people than bore every. Consumers are hit with thousands of messages a day. If a marketer can’t cut through or go around it, he’s wasting money. That’s why it pays to be bold. In fact, I tell my clients that if an ad concept doesn’t make them a little nervous, then it’s probably not that good. That does not mean being irresponsible. But it also doesn’t mean being boring. Remember, the job is to get people excited, not just informed. And a smart, bold effort will do that better, and for less money, than something innocuous and uninspired.

What some companies don’t seem to realize is that no one is ever bored into buying a product. And what they perceive as “safe” is actually a high risk because it’s unexciting. No marketer can afford to lose sight of the purpose of marketing: to reach, and motivate, as many prospects as possible. Therefore it’s impossible not to offend someone, somewhere, sometime about something. So, rather than ask; “Are we offending anyone?” the better question is, “Are we getting anyone excited?”

Some of our agency examples:

Listen to the podcast that lets you hear how other buisness owners solve their tough marketing problems.

from the NY Daily News:“Obama Underwear”

Don’t confuse “marketing” with “advertising”. Some people hear the word “marketing” and think “advertising.” Not the same thing. And to grow your business you must understand the difference.

Traditional “advertising” is about paying for traditional media exposure via newspapers, magazines, Yellow Pages, radio, TV, billboards, etc. It’s generally designed to reach a broad audience and the ad/media costs will reflect that. For many products and services advertising works great if it’s done right.

“Marketing” is a broader term that involves any possible way to get your message out. That includes PR, direct mail, your logo and tagline, personal networking, giving talks and writing articles, and many non-traditional and online strategies like having an effective website, sending out email newsletters and promotions, buying Google Adwords, pay-per-click, SEO, and using “social media” like blogs and podcasts.

Effective marketing includes the right mix of traditional advertising and non-traditional online strategies.

In this hype-happy, what-to-believe world, it comes down to a very basic, fundamental thing: credibility. How does one get it? How does one convincingly communicate it? And is there a Good Housekeeping Seal of the 21st century? Yes, there is, and it’s called “G cred.”.

(more…)

How forgiving is the American public when a respected image gets tainted?
Tylenol recovered. Bad-boy Bill Clinton recovered. But can resigned New York Governor Eliot Spitzer ever recover?

Got an opinion? Click “Comments” below and add yours.