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Original articles from Jill Nadorlik.
Say It Ain't So, Kmart
Kmart, the home of the blue light special, will soon drop all mention of sales from their promotions, opting to take the path blazed by JC Penney most recently. One question: Why, Kmart? Why? Sure, you lack a bit of pizzazz in today's market. Sure, you've been replaced by the likes of Target in recent years, but do you really want to go down this path? It hasn't done anyone good, except Walmart. However, Walmart was the first brand to occupy the "everyday low prices" position in consumers' minds. Being the first brand in someone's mind is so important. Think about it: Who was the first man to walk on the moon?

The Next Zuckerberg? Sounds Fishy, Yahoo
Last week, Yahoo! made big news when they combined forces with a 17-year-old British kid named Nick D’Aloisio. Nick created an iPhone app called Summly that condenses news articles down to a digestible 400 characters. Yahoo shelled out a cool $30 million for the app, which means that they must think it is incredibly valuable, right? Maybe.

TV Mentions Do Double Duty for PR Campaigns
What do you do when watching TV? Snack? Read a magazine? Troll away on your smartphone? A new study sheds light on Americans' TV-watching habits, and it turns out that 80% of us are likely to be multi-tasking when watching the tube. In fact, new survey results from Deloitte indicate “that 81% of Americans almost always or always engage in another activity while watching their home TV, with that figure rising to a high of 88% among 24–29-year-olds.” Before brands freak out about losing their TV-viewing audience, consider for a moment that viewers now may be more tuned in than ever.

When Targeting the Gay Community, Practice What You Preach
Increasingly, brands are directing a portion of their advertising straight at the gay community, and why not? This target audience is made up of an estimated nine million Americans who identify as LGBT (lesbian, gay, bisexual, transgender), according to a study done by the Williams Institute.

Brands Ask: Do You Like Me? Circle Yes or No.
As an industry, a lot of emphasis is placed on advertising to build brand awareness. While that may be the best strategy for awareness, public relations is really the best strategy for making consumers actually like you. Every day, we sit around meeting tables, wondering how we can be noticed, or better yet, liked by our target audience. Some discussions even sound more like a tween trying to be noticed by her crush. (“Does he like us?” “What’s he into?” “Where does he spend his free time?” “Should we hang out there?”). When it boils down to it, to be liked by your ideal audience, try simply doing something nice for them


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