Wednesday, October 9, 2013

Wangdi Entry #4

Current Event: Four Elements to Creating a Marketing Masterpiece


This article from Social Media Today caught my attention because of it's title. It resonated with the idea that advertising is art. I was also curious to see what the author. Bryan Kramer, had to suggest as the Four Elements. The article makes an excellent connection between art and marketing when the Kramer writes: "although all artists possess an ability to show us what they see, it takes mastery to know the moment when their vision is complete enough to entice us into being a living part of their story."


In our previous classes, we have discussed that the need for having a target audience has become crucial and is more effective in this day and age when we are being bombarded by information. The author emphasizes the importance of really knowing your vision in order to have others wanting to be a part of  your story. The author addresses that marketers have too much at stake to not be a master, so he suggests four elements to create a marketing masterpiece:

1. Storytell, not sell- tell me, don't sell me. Stories help us understand how things fit into our individual experiences and gives us context to make informed decisions.
2. Share your voice-  brands are co-owned by everyone, the best brands understand their tone in the marketplace. The trick to finding something that resonates is to is find the shared tone.
3. Be easy on the eyes- aesthetics is everything. Humans naturally appreciate nice looking things. Make your marketing interesting by speaking at your audience's level. You want them to think differently about your story. 
4. Make it make sense everywhere- controlled experiments are a thing of the past. Put effort into perception, mood and perspective you are trying to deliver. Environments change our mood, perspective and perception especially now that we have multiple sized screens courtesy of our iphones, tablets, computers, TVs which all deliver different environmental experiences.

Kramer's elements are a marriage between traditional ideas and the digital age. As consumers become more informed with the help of the internet, they are also able to vocalize their opinions more freely and frequently. The passive audience is now the active audience and they take charge digitally. Our now informed, mostly digitally savvy consumers cannot be drawn in if all four elements are not covered.Therefore, in order for a marketer to create a masterpiece the customer must be able to relate to the brand and be attracted to it aesthetically, and it is the marketer's responsibility to take into account the digital innovations that alter environmental experiences as well as have the awareness that their brand is co-owned by everyone.  


TTIY: Virgin America Looks to IPO, JetBlue Poses Threat





Virgin America is considering an Initial Public Offering next year because they have been doing fairly well in the trans-continental aviation market. But JetBlue threatens to reign on it's parade by introducing it's new approach to transcontinental travel in June 2014. First class will be introduced for the first time in JetBlue's history, as well as upgraded coach accommodations on A321 jets. JetBlue's new Mint product would be offered initially on 16 seats on trans-con flights from New York. JetBlue's changes will include more legroom in coach, free Wi-Fi in coach and 100 free TV channels compared to 24 on Virgin America. JetBlue hopes to work it's way into the Boston-California market if the new service proves successful. 

CEO David Cush recognize that the two airlines would seem to be close competitors, however he is not phased by the new changes. In a somewhat hostile comment, he responded to the changes coming JetBlue's way: 
"JetBlue is a great airline with a great product, just as we are," Cush said. "But it's a question of whether you can create a first-class product and first-class service in a small percentage of your markets...We have first class in all our markets," Cush said. "It's not as simple as throwing a lie-flat seat on your plane and calling it a first-class product."
He added: "We've had Wi-Fi for years and they are still six months away."

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