tag:blogger.com,1999:blog-22188354783464500392024-02-02T12:26:02.414-05:00Fitting the CustomerThe aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
--Peter Drucker
Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.comBlogger13125tag:blogger.com,1999:blog-2218835478346450039.post-24980424344986323702013-06-09T15:39:00.000-04:002013-06-09T15:48:41.750-04:00How Do I Look?<div style="text-align: center;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: large;">Can you identify the following logos?</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">click on the logo to see if you're correct </span></div>
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<a href="http://www.adidas.com/us/" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGGRLqI0qfOkPAY2JF2SzJ07GUx2aE7g8LowJ12qV9OrPV94U48Sk6rCir8A-HvZONXFmYPxcuVGJVNO-Dazi2DotUd9cQofFWG58dMQMcS_Dgxx9YfOsKxY0HOS9SVSWeUdFMShv9Vu7d/s1600/Screen+Shot+2013-06-08+at+2.00.50+PM.png" height="111" width="200" /></a> <a href="http://www.mcdonalds.com/us/en/home.html" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-AwL6Durci_6oIwjWT1iZ-MqkMLZO0_di7mOzVPQh8aP9Sx_0ERHrHTPkMtz9tJdKFACfzqRvjzz4lcqisuA6MAukS75Ki_n9YbE6hcmtb91QElCqgWKBQFvlK9r_lBs_NRX4Z5ivNQRF/s1600/Screen+Shot+2013-06-08+at+2.02.36+PM.png" height="168" width="200" /></a></div>
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<a href="http://www.mtv.com/" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiar3UXTSWO899A76q-3siRo-xphO7Sxp69A0Yoyxv1yQe_C3A_AffNkIuqGe2U3tADGBPBxtD9wqU5dcboby-Tx_w_qmKh9-9qJ6vrTc7JiUH9hmktUPaKJ-8EYU9kILiI6jqjrw_V0Ijd/s1600/Screen+Shot+2013-06-08+at+2.03.34+PM.png" height="155" width="200" /></a><a href="https://www.facebook.com/" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggQCEsCJftIvdCeysLNc7IWdX6lt11Q5ZckSsIM1pb9pNca-Vm6AJYI4xrOgWDvCSrixhoz6PGMXkIBQeKjCy4tRqiyaoiIg3GzKm-gf7MnqcIhiG-q8nF8gPticx5w0z3Gmm_D_ZxIoHC/s1600/Screen+Shot+2013-06-08+at+2.09.13+PM.png" height="196" width="200" /></a></div>
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<a href="https://maps.google.com/" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4lqPex63Et7TKZEHuNEFoGvpmMi4xwOlJexhUcflahKF32bFx8QOh0xpTuguuPLsEagDNoxDu-Iev5pPoEQj6nnXmiK-6VZ20QxIazzN0LSaHPE6250y5i0kdKIO94BHbmNG95xYgBxgE/s1600/Screen+Shot+2013-06-08+at+2.07.27+PM.png" height="198" width="200" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Having a distinct and consistent aesthetic is important for any company but essential for larger companies/brands who have a vast portfolio of products. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">A recent <a href="http://www.fastcompany.com/" target="_blank">Fast Company</a> <a href="http://www.fastcodesign.com/" target="_blank">Design</a> post, </span>"<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://www.fastcodesign.com/1672777/a-rare-peek-at-the-guidelines-that-dictate-googles-graphic-design#1" target="_blank">A Rare Peek At The Guidelines That Dictate Google's Graphic Design</a>" gives a really interesting and detailed look at how <a href="http://www.google.com/" target="_blank">Google</a> stepped up their game after Larry Page took over as CEO and started sweating the small stuff when it came to Google's digital aesthetic and </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">consistency. </span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Below is an example of how particular they were when looking at their new consistent look - they even specify the shadowing for icons. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgC6Kgi_J0uANX7JTcAN3CxBtBdQL6EzunTYcTpxlI7ftcQkrFDK-8SUHeA7wrTmJiUZwP1IngFlJMMyPC5CQ7hE3XaPHCIvbnSYVsEEiOMiM1uBoHye7JPxmduaPLdghf1Ju0d-D5c94Y1/s1600/Screen+Shot+2013-06-09+at+1.54.38+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgC6Kgi_J0uANX7JTcAN3CxBtBdQL6EzunTYcTpxlI7ftcQkrFDK-8SUHeA7wrTmJiUZwP1IngFlJMMyPC5CQ7hE3XaPHCIvbnSYVsEEiOMiM1uBoHye7JPxmduaPLdghf1Ju0d-D5c94Y1/s1600/Screen+Shot+2013-06-09+at+1.54.38+PM.png" height="400" width="322" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Companies, brands, even individuals would be wise to take Google's example and set umbrella guidelines for how you will appear to the world - just make sure to set this in place earlier than Google did. </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">As marketers, your dream is to have a product that is easily recognizable. That share of mind is invaluable. If you don't have a consistent aesthetic across all your products, the customer must work harder. This is rarely a good strategy.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Some things to keep in mind...</span><br />
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<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">You want your appearance to match your company/style/products/emotion you're trying to convey. </span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Simple is better - limit colors, fonts to as few as possible</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Ensure it is representative of brand and product</span></li>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">When you boil it down and do everything right, the customer should be able to recognize your brand from just a logo or even partial logo. We are able to intuite just from the coloring of the Google Wallet logo that it is a Google product. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">This should be the aim of everyone company. The easier it is for a customer to recognize a product, the higher the potential likelihood that the customer may buy/consume/hire/download it.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">For a deeper look into Google's design guidelines, you can find them here:</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://www.behance.net/gallery/Google-Visual-Assets-Guidelines-Part-1/9028077" target="_blank">Google's Visual Assets Guidelines - Part 1</a></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://www.behance.net/gallery/Google-Visual-Assets-Guidelines-Part-2/9084309" target="_blank">Google's Visual Assets Guidelines - Part 2</a></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-87348844404374185552013-05-14T13:50:00.000-04:002013-05-14T13:50:05.679-04:00Hot Ham Water! Just A Smack of Ham<div class="separator" style="clear: both; text-align: center;">
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Does Motherboy XXX, Afternoon Delight or The Queen Mary mean anything to you?<br />
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Who do you first think about when you heard the names George, Lindsay or Buster?<br />
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If you think <a href="http://www.imdb.com/title/tt0367279/" target="_blank">Arrested Development</a>, you're in good company and we should be friends. If it wasn't, please go to Netflix, Hulu, Best Buy or your local library and buy/rent/stream/borrow one of the best television shows in recent memory.<br />
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<a href="http://www.netflix.com/" target="_blank">Netflix</a> is about to premiere their latest Netflix-only show, a final season of Arrested Development. Fans of the show have been waiting for this season for many years, hoping that someone, anyone would pick-up the show and create new episodes. In one of the last episodes aired on Fox, the writers actually wrote into the script the characters pleading to HBO, The Home Builders Organization to save the family business.<br />
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Netflix's goal is to now spread awareness and attract non-subscribing fans of Arrested Development to their service. One really inventive way they've used digital marketing is through their partnership with <a href="http://www.seamless.com/food-delivery/" target="_blank">Seamless web</a>.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifCDk2OW-Wo2wDDXpb-lXsXRRjr_HWbE2tT2l_jqZFKQZe6fs5q8sz0_6gUFIdCQZAA4Pyumc1yZ5VQIXWCq7Gb4O0vdKC-sZDBL_k12Ty2eB-kiwOl4_0mEdcmKOmwD3w6oHInBeBemYs/s1600/Screen+Shot+2013-05-14+at+12.52.14+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifCDk2OW-Wo2wDDXpb-lXsXRRjr_HWbE2tT2l_jqZFKQZe6fs5q8sz0_6gUFIdCQZAA4Pyumc1yZ5VQIXWCq7Gb4O0vdKC-sZDBL_k12Ty2eB-kiwOl4_0mEdcmKOmwD3w6oHInBeBemYs/s1600/Screen+Shot+2013-05-14+at+12.52.14+PM.png" height="101" width="400" /></a></div>
Netflix has partnered with seamless by inserting Bluth's Original Frozen Banana stand as a restaurant you may order delivery from. This is incredibly clever and innovative. The promotion gets even more fandom-worthy when you view the menu.<br />
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Marketers would do well to take note of this example. It's a great way to connect with customers and stir up even more fervor for an upcoming premiere.<br />
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Also, as a note... Never give up animation rights.<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="http://www.youtube.com/embed/wywsuFjKbHM" width="560"></iframe>
<br />Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-25516446819131470852013-05-05T13:25:00.000-04:002013-05-05T16:51:21.846-04:00Can I Just Get A Little Perspective?<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In the <a href="http://youtu.be/PSxihhBzCjk?t=30s" target="_blank">immortal words from The Graduate</a>, I have one word for you...Plasti... I mean... <span style="font-size: large;">Perspective</span>.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Perspective is THE crucial factor in any work that a marketer does. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Perspective is what gives marketers insight and direction. Changing this perspective will give you fresh insights and ideas that you quite possibly could not have seen previously. Watch the historic video created by the <a href="http://en.wikipedia.org/wiki/Charles_and_Ray_Eames" target="_blank">designers</a> Ray and Charles <a href="http://eamesoffice.com/" target="_blank">Eames</a>, <a href="http://www.powersof10.com/film" target="_blank">Power of Ten</a>.</span><br />
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/0fKBhvDjuy0?feature=player_embedded' frameborder='0'></iframe></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">This video illustrates how changing your perspective by a power of 10, can change your entire world view. By adding or subtracting a few zeros from image, you are something completely different but also the same. You see how everything fits together - from the carbon atom to the universe it comprises. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Is there anything that could be more apt for this blog? I don't think so. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">To be successful marketers, you want your product to fit in perfectly with the customer, make it something they need, that is not disruptive to their life but adds to it - makes it more complete. <a href="http://www.ideo.com/people/tim-brown" target="_blank">Tim Brown</a>, CEO of <a href="http://www.ideo.com/" target="_blank">IDEO</a>, gives his insight into this method in the frame of digital apps in his recent blog post, <a href="http://www.linkedin.com/today/post/article/20130418212809-10842349-the-power-of-the-powers-of-ten?trk=eml-mktg-condig-0108-p1" target="_blank">The Power of the Power of Ten</a>. People don't just want apps that are easy to use but that make their life easier. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Many marketers may feel like they aim their marketing this way; What is the customer's problem we're solving? How do we do that? These are key questions you learn as marketing students to aim any campaign but without perspective you may still be totally off the mark. A cleaning product campaign may be marketed with a focus on its strength but because the marketers didn't explore deep enough down further powers of magnification, that missed that customers actually want a stronger product because they want to spend less time cleaning. Potential customers didn't see a fit with the product. This was a missed opportunity.</span><br />
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<a href="http://images.fastcompany.com/upload/eames_fastcompany.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://images.fastcompany.com/upload/eames_fastcompany.jpg" height="255" width="400" /></a><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Marketers need to look at products from a granular level and up from a broad systems-based view. How effective is the product? What does it do? How does it fit into the life of the user? Look at the product from the perspective of 1 millimeter. 100 meters. 10000 meters. How well does the product fit into the customers life at these levels? If it appears to not fit so well at certain magnifications, it would be wise to review the product and make some changes. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The stronger a product fits in with a customer, the more likely they are to use it and continue using it. With the right insight proper user experience, users will become evangelists. Refer back to my blog on <a href="http://fittingthecustomer.blogspot.com/2013/02/favorite-app-evernote.html" target="_blank">Evernote</a>. The proper insight and fit of this app with the user <a href="http://www.businessweek.com/articles/2013-02-28/as-evernotes-cult-grows-the-business-market-beckons" target="_blank">has created many evangelists</a>. It is easy to use AND makes the users life easier. It is adaptable to a myriad of situations and uses from the very granular to galactic view. Evernote is an example of success because it is not only easy to use in isolation but it is a great fit in the systems-based perspective; the how, why and where customers use it. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Remembering to keep focus on the customer and look at their world from several perspectives will help everyone, from the marketing student to CEO, produce the best product and marketing that best fits the customer. <a href="http://www.druckerinstitute.com/link/about-peter-drucker/" target="_blank">Peter Drucker</a> best summed this up in his quote (and the source of this blog's title, <a href="http://fittingthecustomer.blogspot.com/" target="_blank">Fitting the Customer</a>)</span><br />
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<blockquote class="tr_bq">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 26px;">"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself" - Peter Drucker</span></span></blockquote>
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<span style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 14px; line-height: 20px;"><br /></span>Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-66085639666622179302013-04-27T17:59:00.000-04:002013-04-29T14:11:52.981-04:00The Age of 101: Key Points Of Digital Marketing Strategy<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-family: 'Courier New', Courier, monospace;"><span style="font-size: large;">There are <a href="http://en.wikipedia.org/wiki/Binary_number" target="_blank">10</a></span><span style="font-size: large;"> types of companies in the world. Those who understand digital and those who don't.</span></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">"Being digital" is the saying-du-jour for most companies. Companies believe that being digital is WHAT they have to do but they have no idea HOW or WHY. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Companies looking to dip their toe into the waters of the digital world (or even those who have been in for a while) need to analyze what I feel are the five key points of any digital campaign.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><u><br /></u></span></h3>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><u>Audience</u></span></h3>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">You have to know your audience. This is the key for any campaign but something that can be easily lost sight of when focusing on digital. Companies may think that since it costs nothing/little to be on facebook/Twitter/Instagram/Google+ and the list goes on that you should have a presence on there. You shouldn't.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Where are your customers? The customers must be the center of every campaign. If you're selling acne medication, it will not be effective to buy ads on LinkedIn. If your desired demographic is male, Pinterest would not be the place to have a page. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">You can't be everything to everyone and you can't be everywhere else you'll be seen nowhere. </span><br />
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<u style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Expectations</u></h3>
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<a href="https://studentsuccess.unc.edu/files/2012/10/iStock_000009376848Small3.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://studentsuccess.unc.edu/files/2012/10/iStock_000009376848Small3.jpg" width="233" /></a><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The next crucial aspect to understand is setting the right expectations & goals for the campaign. </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">If you don't have what you expect to achieve from the campaign set at the get-go, you will only meet disappointment. </span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">With digital marketing it can be even more difficult to set concrete goals and benchmarks since there is rarely a direct path from the customer to the company. You may be looking for increased orders, to build your email database, or for people to donate money; whatever your goal, set the benchmarks and measurements that you're able to capture and use.</span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">You will use your set goals to influence every action that the company does from here on. If an action/medium doesn't fit your goal and reach your desired customer; don't do it.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><u>Story Creation/Authenticity</u></span></h3>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Now comes problem the most difficult aspect for companies to get their heads around - content. This is where the company receives its voice and talks to its customers. You want to <a href="http://fittingthecustomer.blogspot.com/2013/03/do-i-fascinate-you-do-i.html" target="_blank">intrigue the customers</a> - entice them to learn more about your product/service. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">All your communications, whether tweets, facebook updates, YouTube video or banner ads, must match the tone of your brand. It must seem authentic to the customer. No one will trust a "serious" brand that makes slap-stick commercials or sarcastic tweets. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">To the left is an example of good content creation by <a href="http://irrationalgames.com/" target="_blank">Irrational Games</a> for <a href="http://www.bioshockinfinite.com/home" target="_blank">Bioshock Infinite</a>, "<a href="http://irrationalgames.com/insider/columbia-a-modern-day-icarus/" target="_blank">Columbia, A Modern Day Icarus?</a>" This video hits perfectly with the demographic of the game, 25-35 year old males. It's reminiscent of the informative videos shown in science classes around the country in the 70s and 80s </span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Below are a series of </span><a href="http://www.ted.com/" style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;" target="_blank">TED talks</a><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"> that give insight on storytelling and how to be a better storyteller. </span><br />
<iframe allowfullscreen="" frameborder="0" height="360" mozallowfullscreen="" scrolling="no" src="http://embed.ted.com/playlists/62/how_to_tell_a_story.html" webkitallowfullscreen="" width="640"></iframe></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If corporate heads don't say the words "We need to be digital" than a large percentage of the remaining time they will say "We need to be social." </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I want to emphasize that "being social" doesn't just mean being on a social network. You can be on facebook and twitter but if you're not engaging your followers - not being social - then you're not doing it properly. You will need to set up the campaign with more than just tweets of "Buy our product," "Sale Today," "Come to our store." You need to start conversations with your followers. Go back to the true meaning of social.</span></div>
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<u style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Mobility</u></h3>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgY1T96WriOi8U5NooGetYjquKKf8ynClC8QtQP2Rkpr99BEbX2ZHMj2uDCNC9NzOsEdKXTpnFJzFhkOaYimvcN1m2fJB-CmDpE6sQDPXNPXS-KZTmb6fwauQim8kOTw9FDFuDKq9KGnw39/s1600/Bioshock+Screenshot+cropped.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgY1T96WriOi8U5NooGetYjquKKf8ynClC8QtQP2Rkpr99BEbX2ZHMj2uDCNC9NzOsEdKXTpnFJzFhkOaYimvcN1m2fJB-CmDpE6sQDPXNPXS-KZTmb6fwauQim8kOTw9FDFuDKq9KGnw39/s400/Bioshock+Screenshot+cropped.png" height="400" width="252" /></a><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Finally, once all the content is done and created, companies have to ensure that their customers see it. As I discussed in my previous blog post, "<a href="http://fittingthecustomer.blogspot.com/2013/04/call-and-responsive-responsive-user.html" target="_blank">Call and Respons(iv)e: Responsive User Design</a>," people are increasingly using smartphone and mobile devices as their primary devices. This means that a website that has been created for a PC/laptop may not have a similar user experience when being viewed by someone on the tablet. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Here is an example of the Bioshock Infinite website viewed from a smartphone. The banner is un-scrollable. You're not able to scroll to the "Buy Now" or forums links on the site. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">#mobilefail</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">When creating websites, or any content, ensure that it is viewable from any device. You want your customers to be able to view you wherever they are. </span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Keeping these five aspects in mind when creating a digital campaign will bring you a long way to ensuring it's a successful one. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">So, Remember...</span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Identify your audience. Identify your voice. Use it. </b></span><br />
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Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-66167393149032036652013-04-20T11:55:00.000-04:002013-04-20T16:04:40.412-04:00Huey Lewis and the News(jacking) : Poor Attempts At Newsjacking<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">*Whisper* </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Hey...</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Yeah... you. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Come here, I need to tell you something. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">No, come closer... </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">It's a secret, I need to whisper it.</span> </div>
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<span style="font-size: large;">DON'T NEWSJACK DURING A TRAGEDY!</span></div>
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<a href="http://www.newsjacking.com/" style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;" target="_blank">Newsjacking</a><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"> is a term coined by </span><a href="http://www.davidmeermanscott.com/" style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;" target="_blank">David Meerman Scott</a> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">that he defines as,</span></div>
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<span style="background-color: white; color: #333333; line-height: 19px;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.</span></span></blockquote>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Most companies by now know that newsjacking a tragic event, such as the Boston Marathon bombing, is off limits. Others... do not. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://www.epicurious.com/" target="_blank">Epicurious</a> is one company who has <a href="http://www.businessinsider.com/epicurious-boston-bombings-twitter-2013-4" target="_blank">yet to learn this lesson</a>. Read the two tweets below.</span> </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCtwqGyOD0uZ7AL8UTBVGkAym8TX35WG4hMaQeeqGKu0qljtnNVhDHlXVR532MxxwVA71RlCKvo36RpBBEeJQOZUI4DOuqsuX7R-AST8HxlptKlfx5mFHgQVmKTK8ltfed3mPmFDeDCCLn/s1600/Screen+Shot+2013-04-19+at+8.09.35+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCtwqGyOD0uZ7AL8UTBVGkAym8TX35WG4hMaQeeqGKu0qljtnNVhDHlXVR532MxxwVA71RlCKvo36RpBBEeJQOZUI4DOuqsuX7R-AST8HxlptKlfx5mFHgQVmKTK8ltfed3mPmFDeDCCLn/s1600/Screen+Shot+2013-04-19+at+8.09.35+PM.png" height="216" title="epicurious fails at newsjacking tweets" width="400" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://i.stack.imgur.com/jiFfM.jpg" target="_blank">*FACE PALM*</a></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">During a time of tragedy, it's ok to break away from your social media strategy and just express your thoughts of concern, well-wishes or ways for people to help. Do NOT shill for a scone recipe. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">They were called out for this insensitive newsjacking and tweeted these...</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNHzOPqL_goIwlapAkNSxd35vZEL76tXoy6E3cCk-wJMVXCRX172FnSGtJxLlwtOPwZ5wtnamCBQcOeHz_7GW87YQX8Rc68y4A9IXDlQ_pQRkbXOt47o2N0_rY60cSKT1rZkjzVAhs9VVi/s1600/Screen+Shot+2013-04-20+at+10.42.20+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNHzOPqL_goIwlapAkNSxd35vZEL76tXoy6E3cCk-wJMVXCRX172FnSGtJxLlwtOPwZ5wtnamCBQcOeHz_7GW87YQX8Rc68y4A9IXDlQ_pQRkbXOt47o2N0_rY60cSKT1rZkjzVAhs9VVi/s1600/Screen+Shot+2013-04-20+at+10.42.20+AM.png" height="320" width="302" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Those tweets sound frank and apologetic. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">They should have followed that with tweets/retweets of ways to help those who are hurt or stranded in the area. Put out a call for followers who are willing to take in marathoners. Tweet restaurants that are still open and willing to feed/charge phones/serve as meeting points for displaced friends, family, and marathoners. </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">This would have been a great use of their feed. </span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Instead... they decided to use their energy using a canned reply to people tweeting at them.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjS5NGmtBy08n6rhf78UgE1FEl0NdfVSX5CGb2gCvvYXj2et36KII7X6VI1z5IUAqAXIRy1FV_OH8gZf6PiXx2dvfLHVK3uoVBRFEMo-tCfPYzt6I5Z8WdFfjfh6F_IqD2gKo5g5inDGvGB/s1600/Screen+Shot+2013-04-20+at+10.56.42+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjS5NGmtBy08n6rhf78UgE1FEl0NdfVSX5CGb2gCvvYXj2et36KII7X6VI1z5IUAqAXIRy1FV_OH8gZf6PiXx2dvfLHVK3uoVBRFEMo-tCfPYzt6I5Z8WdFfjfh6F_IqD2gKo5g5inDGvGB/s1600/Screen+Shot+2013-04-20+at+10.56.42+AM.png" height="153" width="320" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">This explains how I feel about that...</span></div>
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<a href="http://i421.photobucket.com/albums/pp299/DaughterOfLight/gifs/flames.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://i421.photobucket.com/albums/pp299/DaughterOfLight/gifs/flames.gif" height="230" width="400" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Epicurious, don't feel so bad. You're not alone. Just ask <a href="http://www.kennethcole.com/home/index.jsp" target="_blank">Kenneth Cole</a> how well he does with <a href="http://mashable.com/2013/04/18/kenneth-cole-gun-control-tweet/" target="_blank">newsjacking</a>. Here are good examples of an appropriate <a href="http://blog.hubspot.com/blog/tabid/6307/bid/34214/10-Oscar-Worthy-Examples-of-Brands-Newsjacking-the-Academy-Awards.aspx" target="_blank">newsjacking of The Academy Awards</a>, read and learn.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">So... lesson learned, hopefully. Don't do it again. </span></div>
<br />Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-64747277896452753772013-04-14T18:57:00.002-04:002013-04-15T09:44:31.755-04:00Call and Respons(iv)e: Responsive User Design<br />
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2013 will not be known as the Year of the Snake. Nor is it a year until the 2014 World Cup in Brazil or the Winter Olympics in Sochi. It also isn't the year of my 31st birthday. Ok... it is ALL those things but more importantly according to <a href="http://www.mashable.com/">Mashable</a>, 2013 is...</div>
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“<a href="http://mashable.com/2012/12/11/responsive-web-design/" target="_blank">The Year of Responsive Design</a>” </div>
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If you’re not familiar with the term <a href="http://en.wikipedia.org/wiki/Responsive_web_design">responsive design</a>,
in simple terms, it means creating websites that adapt to whichever medium it’s
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6gLNuE4kAYweZhTe15PbtiUyhQX1nTQfE3wApIeiQSBKOh8pqYJW-J3LEZhqivD_W_InQ_JgfI0SBZM7C9foCUbU4nAgc5dy2H2Q03qBWj27ys0xsIiDJSm_qOj4ypf9thnA-NeYeT5Sn/s1600/Screen+Shot+2013-04-13+at+11.06.21+PM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6gLNuE4kAYweZhTe15PbtiUyhQX1nTQfE3wApIeiQSBKOh8pqYJW-J3LEZhqivD_W_InQ_JgfI0SBZM7C9foCUbU4nAgc5dy2H2Q03qBWj27ys0xsIiDJSm_qOj4ypf9thnA-NeYeT5Sn/s1600/Screen+Shot+2013-04-13+at+11.06.21+PM.png" height="255" width="400" /></a></div>
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Responsive design has come about as the usage of devices with various dimensions - smartphones and tablets have increased. You'll see that in less than two years, Smartphone usage increased from 29% to 50%. This increase in smartphones has also been accompanied by <a href="http://bgr.com/2012/11/26/tablet-sales-2013-notebook-pc-sales/" target="_blank">tablet sales looking to overtake PC and notebook sales</a>. </div>
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This means that companies designing websites for just the PC are going to bring a poor user experience to their customers, unless you love the annoyance of scrolling left and right just to read a page.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicqjGw4MuYj9a0DnTaTm9au9TVJtRyFU6e0q06cbDurYyzEsS-xOHfG_5J3g5-xHkP5uczqyWvPgEvVn3ZzoLjnng82etQ9OpwoBpaUqDJp916I19d8trtKGrIPd5X1E8vu9Wwfy_soqsP/s1600/Screen+Shot+2013-04-14+at+10.41.57+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicqjGw4MuYj9a0DnTaTm9au9TVJtRyFU6e0q06cbDurYyzEsS-xOHfG_5J3g5-xHkP5uczqyWvPgEvVn3ZzoLjnng82etQ9OpwoBpaUqDJp916I19d8trtKGrIPd5X1E8vu9Wwfy_soqsP/s1600/Screen+Shot+2013-04-14+at+10.41.57+AM.png" height="348" width="640" /></a></div>
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Above is the website for the video game developer <a href="http://na.square-enix.com/?utm_source=LEFT_NAV" target="_blank">Square - Enix</a>. The website delivers a pretty dull - useful but dull - utilitarian user experience. On paper, it should be a great site. It has sections for community news, social media feeds, even a section to find concert locations where music from their games will be performed. In reality... not so much. To be fair, it does have a floating left scroll bar but that's hardly cutting-edge responsive design.<br />
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To get a real sense of how responsive a website is, you need to move from PC/laptop to phone & tablet browsing.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7VPNrQlz4OI0CPIzwFycE2GfJv8i7Xi3O5TAVIsJ9X0Q5vm0Rk3AxtfPtseJqwa5-mcrzAEri81FKDgGVJgPUzr8Jwd6IQJRZus8DuCIsPzDFSjtSBOKvGsEwRfLogtiq16f49cECcKha/s1600/phone+2.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7VPNrQlz4OI0CPIzwFycE2GfJv8i7Xi3O5TAVIsJ9X0Q5vm0Rk3AxtfPtseJqwa5-mcrzAEri81FKDgGVJgPUzr8Jwd6IQJRZus8DuCIsPzDFSjtSBOKvGsEwRfLogtiq16f49cECcKha/s1600/phone+2.png" height="320" width="184" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYXS_MYEwaou_4j9v8D07rQvcHVjuezW4KniKUGfU890dSdEPLjN9HYFJwxcT-3hQjEcGMdWl1ZHfTuIZMwoOue27GxtU05vSKlGeUaKEM-8P7T1EHYTbTNBH_MM_FvHCpq-TqLAMxAfsv/s1600/phone+1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYXS_MYEwaou_4j9v8D07rQvcHVjuezW4KniKUGfU890dSdEPLjN9HYFJwxcT-3hQjEcGMdWl1ZHfTuIZMwoOue27GxtU05vSKlGeUaKEM-8P7T1EHYTbTNBH_MM_FvHCpq-TqLAMxAfsv/s1600/phone+1.png" height="320" width="201" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSBWNX7ZWAISD7ZCcdJ4S9rGXpuJiGZFNqz99AxdVL8bnVj0WnILPbrrFqYObxUYBSMlcMmV9ivnPOFC3Y2e29QzqvQj1W86rhHF56BWjjWxICx2NUunzRzgx4P24n_CXrO8keb4kt3_vo/s1600/phone+3.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSBWNX7ZWAISD7ZCcdJ4S9rGXpuJiGZFNqz99AxdVL8bnVj0WnILPbrrFqYObxUYBSMlcMmV9ivnPOFC3Y2e29QzqvQj1W86rhHF56BWjjWxICx2NUunzRzgx4P24n_CXrO8keb4kt3_vo/s1600/phone+3.png" height="320" width="178" /></a></div>
<br />
<br />
<br />
Now here is the same page as viewed from phone browser... sigh...
<!--EndFragment--><br />
<br />
The website on the phone is identical to the browser version. You must scroll up/down/left/right to view the page in its entirety. This is a poor example of responsive design. There are no differences between browser and phone. For this to be a true responsive design, the site should have been minimized for the phone, banner head picture shrunk and made to one fewer column.<br />
<br />
What few things the browser page had going for it have gone out the window with the mobile page. You still have the floating scroll bar with the mobile navigation but everything else remains the same. This site becomes even less useful when trying to view it from a mobile device.<br />
<br />
It is becoming easier and easier for companies to create response sites so the fact that sites do not make it becomes that much more egregious. Companies, get with the picture!<br />
<br />
Do you have any favorite examples of good/bad responsive design?
<!-- Blogger automated replacement: "https://images-blogger-opensocial.googleusercontent.com/gadgets/proxy?url=http%3A%2F%2F3.bp.blogspot.com%2F-fuAdEYNQvc8%2FUWq_CI8Gm_I%2FAAAAAAAAB40%2FehHrF9R6AU4%2Fs1600%2Fphone%2B3.png&container=blogger&gadget=a&rewriteMime=image%2F*" with "https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSBWNX7ZWAISD7ZCcdJ4S9rGXpuJiGZFNqz99AxdVL8bnVj0WnILPbrrFqYObxUYBSMlcMmV9ivnPOFC3Y2e29QzqvQj1W86rhHF56BWjjWxICx2NUunzRzgx4P24n_CXrO8keb4kt3_vo/s1600/phone+3.png" -->Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-7771076171320318512013-04-07T17:09:00.001-04:002013-04-07T21:15:28.515-04:00Where's The Any Key?!?<div class="separator" style="clear: both; text-align: center;">
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<a href="http://25.media.tumblr.com/tumblr_m6so8cQkZ81qkbfgao1_500.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://25.media.tumblr.com/tumblr_m6so8cQkZ81qkbfgao1_500.png" height="240" width="320" /></a></div>
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User experience has come a long way since the "dark ages" of DOS and the "any" key but there is still much progress to be made by many companies. To be successful, a company must engage customers and enable them to find what they're looking for in an easy and efficient manner.</div>
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A recent <a href="http://mashable.com/" target="_blank">Mashable</a> interview of <a href="https://twitter.com/KareAnderson" target="_blank">Kare Anderson</a> by <a href="http://mashable.com/author/brian-solis/" target="_blank">Brian Solis</a>, "<a href="http://mashable.com/2013/02/20/web-design-human-behavior/" target="_blank">Why Emotion Makes For Great Web Design</a>" discusses the science behind a better user experience, specifically the science of emotions. Anderson relates how understanding behavior cues in interpersonal relationships can help businesses provide a better experience between business and customer online. </div>
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<h4>
<b>Better Listener</b></h4>
<div>
Anderson's talking points all boil down to the basic fact that companies (and people) need to be better listeners. </div>
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<br />
<div>
Increased internet activity and the resulting "screen face" as she calls it are preventing people from truly connecting and being great listeners. She points to the popularity of <a href="http://www.thepowerofintroverts.com/about-the-author/" target="_blank">Susan Cain</a>'s <i><a href="http://www.goodreads.com/book/show/8520610-quiet" target="_blank">Quiet: The Power of Introverts in a World That Can't Stop Talking</a> </i>as a sign of people's increased feelings of introversion and isolation from others. If you read my post "<a href="http://fittingthecustomer.blogspot.com/2013/03/do-i-fascinate-you-do-i.html" target="_blank">Do I Fascinate You? Do I?!</a>," you'll remember that as an INTJ this book hits close to home. </div>
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<div>
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Two cues Anderson mentions that I think are particularly true for combating this isolation and making for a better user experience is for a company to </div>
<div>
<ul>
<li>"find the sweet spot of mutual benefit" </li>
<li>"get specific sooner." </li>
</ul>
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<h3>
Mutual Benefit</h3>
<div>
A company will be unable to achieve these points unless they are actively listening to their customers. Customers will be turned off by a company if all it does is push advertisements and self-serving ads/tweets/facebook posts. Companies like <a href="http://www.pampers.com/home" target="_blank">Pampers</a> and <a href="http://www.kraftrecipes.com/home.aspx" target="_blank">Kraft</a> have been successful by creating content that benefits the consumer without the appearance of being self-serving. </div>
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<div>
Customers appreciate when they feel that the company is there to help them whether it be soon-to-be or new parents looking for advice or a gamer looking for the newest game release.</div>
<h3>
</h3>
<h3>
Specific</h3>
<div>
The quicker a customer can find what they are looking for, the better an impression the company will make.</div>
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<div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhD8vNaYvjfsoBZfJdarvSgz-B8-eaHYqLeWMLYURboKyaKYMPa6Y_L6neEodDFf3eb5YAFREmSuKGINIeLN0GE4xrKCbu9qTra3HB_gNHkVAFoUiUe63mYzFHLHfR0z-RYZtCAnCUi9BUj/s1600/Screen+shot+2013-04-07+at+9.55.24+AM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhD8vNaYvjfsoBZfJdarvSgz-B8-eaHYqLeWMLYURboKyaKYMPa6Y_L6neEodDFf3eb5YAFREmSuKGINIeLN0GE4xrKCbu9qTra3HB_gNHkVAFoUiUe63mYzFHLHfR0z-RYZtCAnCUi9BUj/s1600/Screen+shot+2013-04-07+at+9.55.24+AM.png" height="261" width="400" /></a>To the left is a screen shot from the "<a href="http://www.ea.com/games" target="_blank">Games</a>" page at <a href="http://www.ea.com/" target="_blank">Electronic Arts</a></div>
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<br /></div>
<div>
This page is a moderately successful showing of a good user experience. The page is set up so you may find games by platform, genre, release date and more, which allows you to find games by franchise, <a href="http://www.esrb.org/index-js.jsp" target="_blank">ESRB</a> rating and type of gameplay. You are able to make a selection in each of the drop-down boxes allowing for a cross-reference and narrowing to a game that fits your criteria. </div>
<div>
<br />
This page also makes good use of white space, not too cluttered and features large graphics making it easy for gamers to find what they are looking for quickly by multiple methods.<br />
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Companies who master these two cues will find their customers happy and happy customers are loyal customers. </div>
Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-13101886702726739402013-03-31T17:28:00.000-04:002013-04-01T15:09:19.270-04:00False Advertising...<div class="separator" style="clear: both; text-align: center;">
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<div class="MsoNormal">
"Lost 100 Pounds in 2 Weeks!"</div>
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"Win $10 Million Dollars For Your Fall!" </div>
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"Head On! Apply Directly To Your Forehead"</div>
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False or misleading advertising is a well-known underbelly
of the marketing industry. Companies will
sometimes inadvertently, and occasionally purposely, try to mislead consumers
in an attempt to make money on their naivety.<o:p></o:p></div>
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<br /></div>
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Check out this <a href="http://mentalfloss.com/">Mental
Floss</a> article for a list of <a href="http://mentalfloss.com/article/20481/6-cases-shamelessly-false-advertising">6
examples of Shameless False Advertising</a> by companies.<o:p></o:p></div>
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<br /></div>
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<b><u><span style="font-size: 14.0pt;">Mobile Advertising Guidelines<o:p></o:p></span></u></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQYKspVx4a3Y6Jj-vPHI5W1jLV4m52HxnoO5L8_khgy1QREgDeQj3DL3vIQFfdrIKbYoWIbHACAvMliuR7gKpeRoeMEgZ8c4W5vL8MwtgVr8tx0VBEUpBFR6uvFClLdwQxGcopDF6_ruFk/s1600/Digital+Spending.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQYKspVx4a3Y6Jj-vPHI5W1jLV4m52HxnoO5L8_khgy1QREgDeQj3DL3vIQFfdrIKbYoWIbHACAvMliuR7gKpeRoeMEgZ8c4W5vL8MwtgVr8tx0VBEUpBFR6uvFClLdwQxGcopDF6_ruFk/s1600/Digital+Spending.jpg" height="320" width="317" /></a>As current media evolve and new mediums emerge, marketers
must adapt their marketing efforts to comply with the <a href="http://ftc.gov/">Federal
Trade Commission (FTC)</a>. Recently, the FTC released updated guidelines for
mobile and online advertisers to help make clear disclosures to consumers. The
previous guideline had been released in <b><u>2000</u></b>
(emphasis mine!) This guideline was before the iPhone, Twitter or even Facebook!
<o:p></o:p></div>
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<br /></div>
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Based on findings from eMarketer, these updated guidelines
are long overdue. Notice the previous and forecasted growth of mobile/digital
ad spending. As the industry grows and
more companies move to the digital domain of advertising, there invariably will
be companies who take advantage by unclear/false/misleading advertisements. <o:p></o:p></div>
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The FTC’s guidelines regarding disclosures can be simplified
to fit three key factors – Proximity & Placement, Prominence and Clarity.<o:p></o:p></div>
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<b><u><br /></u></b>
<br />
<h4>
<b><u>Proximity &
Placement</u></b></h4>
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<o:p></o:p></div>
<blockquote class="tr_bq">
“A disclosure is more
effective if it is placed near the claim it qualifies or other relevant
information. Proximity increases the likelihood that consumers will see the
disclosure and relate it to the relevant claim or product.”</blockquote>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPeT1842208616VuVZwGtwfYvAY5SlRJQi8obWTC9IRqF4L6fIpjm8k_1ir079xKac-eIQ5T2lxhcBDIS1uKkdlL0becYZ1-EO5sIT2Jc72hSWO93IXJrs9IGBxnwvYbKFlRinmWd5CnCy/s1600/Screen+shot+2013-03-31+at+4.08.42+PM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPeT1842208616VuVZwGtwfYvAY5SlRJQi8obWTC9IRqF4L6fIpjm8k_1ir079xKac-eIQ5T2lxhcBDIS1uKkdlL0becYZ1-EO5sIT2Jc72hSWO93IXJrs9IGBxnwvYbKFlRinmWd5CnCy/s1600/Screen+shot+2013-03-31+at+4.08.42+PM.png" height="217" width="640" /></a></div>
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Here is an example of a proper proximity for a disclosure.
This screen cap for Farmville 2 shows the disclosure close to where you
purchase more “<a href="http://support.zynga.com/article/farmville-2/Guide-to-Farm-Bucks-en_US" target="_blank">Farm Bucks</a>.” The further a disclosure is located from the
connecting text/ad, the weaker a connection people will make between the two.</div>
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<h4>
<b><u>Prominence</u></b></h4>
</div>
<blockquote class="tr_bq">
“It is the
advertiser’s responsibility to draw attention to the required disclosures.”</blockquote>
<div class="MsoNormal">
Using the previous example to illustrate disclosure
prominence, you’ll see that while the proximity is close to where the
purchasing happens, I would argue that Farmville 2 does the very least it needs
to when it comes to prominence. They are using black 12-point font and a
lavender background. Considering the coloring and font size used for everything
else on the page, this is definitely not as prominent as should be. <o:p></o:p></div>
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<h4>
<b><u><span style="font-size: small;">Clarity</span></u></b></h4>
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Disclosures must be clear and not cluttered by other ads or
media. The disclosure example is free from other extraneous text or ads. This
is also a very simple disclosure, so only a one-time placement is needed. If it
were a more complicated message, <a href="http://company.zynga.com/" target="_blank">Zynga</a> would need to repeat the message until they
satisfied the expectation for the message to be understood or simply it enough
while maintaining the integrity of the message.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
Companies must hit all three of these key points to ensure they have clear and un-misleading advertising. This is, of course, in their best interest. Producing misleading content is an easy way to build consumer animosity and invite <a href="http://www.bbb.org/" target="_blank">Better Business Bureau</a> litigation. Just ask these companies about <a href="http://www.businessinsider.com/false-advertising-scandals-2011-9?op=1" target="_blank">false advertising</a>.</div>
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<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-44605830111411634262013-03-10T13:54:00.003-04:002013-03-10T15:07:39.114-04:00This Is Crazy But Search Me ... Definitely<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">So this is crazy but did you know there are things called search engines and people use them to find things? </span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br />
</span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Did you know "Google" is in the <a href="http://oxforddictionaries.com/definition/english/google?q=Google" target="_blank">Oxford English Dictionary</a>? In Spanish it's "<a href="http://oxforddictionaries.com/translate/english-spanish/google" target="_blank">Googlear</a>?" I have a B.A. in English; I get excited about things like the OED. </span><br />
<br />
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">*Side note* I recommend the book, </span><i style="background-color: white; color: #382110; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 1.1;"><a href="http://www.goodreads.com/book/show/25019.The_Professor_and_the_Madman?auto_login_attempted=true" target="_blank">The Professor and the Madman: A Tale of Murder, Insanity and the Making of the Oxford English Dictionary</a></i><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">. It's riveting!</span><br />
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"></span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Seriously though, Internet Ad Sales and Search Engine Marketing/Optimization (SEM/SEO) is becoming an increasingly important part of marketing. More than half of respondents to a 2013 <a href="http://www.emarketer.com/" target="_blank">eMarketer</a> survey said that search engines and keywords were "more" or "much more important" than the prior year.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXEGxTH6SWNFjvbdFZ0MgejgcT_xt7CXlHtW_Nep8wyszznTYSg678vW70FLKlLw-SRYRGEzh2DZEgI7WPcMvLSKGOe1hJsTQODe3FxScAzpIN55DZeVlCx2J_q3AWTFoXD-gv5Yp8ogZH/s1600/eMarketer_Level_of_Importance_of_Global_Search_Engines_and_Keywords_in_2013_According_to_Brand_Marke..._151762.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXEGxTH6SWNFjvbdFZ0MgejgcT_xt7CXlHtW_Nep8wyszznTYSg678vW70FLKlLw-SRYRGEzh2DZEgI7WPcMvLSKGOe1hJsTQODe3FxScAzpIN55DZeVlCx2J_q3AWTFoXD-gv5Yp8ogZH/s1600/eMarketer_Level_of_Importance_of_Global_Search_Engines_and_Keywords_in_2013_According_to_Brand_Marke..._151762.jpg" height="199" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPB238SnDoUTqkeh0Lgz757TYTYpii3xgrvdvElIchjPfw-vT34H7-r80Jttg-SwP1-3hdkDEBVLde3fVePfENanFNZuxJUhqpJFkRxq7_8XjuFMMgJJJsT8btyeIzYpMLO-81lvFcQQSr/s1600/eMarketer_Frequency_with_Which_Online_Marketers_Worldwide_Use_Select_Inbound_Marketing_Tools_2012_145286.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPB238SnDoUTqkeh0Lgz757TYTYpii3xgrvdvElIchjPfw-vT34H7-r80Jttg-SwP1-3hdkDEBVLde3fVePfENanFNZuxJUhqpJFkRxq7_8XjuFMMgJJJsT8btyeIzYpMLO-81lvFcQQSr/s1600/eMarketer_Frequency_with_Which_Online_Marketers_Worldwide_Use_Select_Inbound_Marketing_Tools_2012_145286.jpg" height="242" width="320" /></a><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">This thinking is detailed by the fact that 57% of marketers make use of SEO daily. SEO is not performed in a vacuum though and the social and content marketing factors play a large role in search engine marketing. The combined efforts of search engine marketing with its native results and search engine optimization with sponsored results are proving increasing invaluable to the public in their searches for anything airline tickets to video games.</span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>
<br />
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<span style="font-family: Helvetica;"><br /></span></div>
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<span style="font-family: Helvetica;">In a recent <a href="http://searchenginewatch.com/article/2252622/The-Value-of-Lower-Search-Volume"><span style="color: blue;">article</span></a>, </span><span style="background: white; color: #222222; font-family: Helvetica; mso-bidi-font-family: "Times New Roman";"><a href="http://searchenginewatch.com/author/1863/jennifer-van-iderstyne"><span style="color: blue;">Jennifer Van Iderstyne</span></a> wrote an article with
her take on SEO and the growing emphasis on content marketing, focusing less on the short tail and increasingly on <a href="http://en.wikipedia.org/wiki/Long_tail"><span style="color: blue;">the long
tail</span></a>. She believes that focusing on the longer keywords and keyword
groups that are less popular than the more direct keywords will prove as
effective in your SEO strategy. </span></div>
<blockquote class="tr_bq">
<span style="font-family: Helvetica;">“If you actually delve into your potential for
phrases that don’t have five figure search volume, you may find that you’re
just outside the Top 10 or Top 20 for a number of phrases that you’ve just
never thought about. The opportunity to perform better for those phrases is
real with a little effort and the right strategy.”</span> </blockquote>
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Winning multiple keywords with less competition, thus cheaper cost, can reach the customers who are looking for your product or don't know they want it until it shows up in their results. The ad services of the search engines have started to facilitate this by allowing purchase of not just individual keywords or phrases but keyword groups. Here is a shot from Google's AdWords. While doing research for a group project I came across this Google Adwords page for Bioshock Infinite. Notice these keyword groups all have low competition allowing for possible better ROI.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHjsKwP7LFwHmPqwNeG-a0mZ_hRTIsnUAKe50sdNBydl_5KB0URput3pXsGoDOR0xvn7o-XqpdNxdDzsOMnApcIAmfk6oY5vHVjxvyPjRSY6cqhkuDx7hyphenhyphenMB8Ry7VXh3lolJa1pz7BS9rR/s1600/Screen+shot+2013-03-09+at+11.46.37+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHjsKwP7LFwHmPqwNeG-a0mZ_hRTIsnUAKe50sdNBydl_5KB0URput3pXsGoDOR0xvn7o-XqpdNxdDzsOMnApcIAmfk6oY5vHVjxvyPjRSY6cqhkuDx7hyphenhyphenMB8Ry7VXh3lolJa1pz7BS9rR/s1600/Screen+shot+2013-03-09+at+11.46.37+PM.png" height="356" width="640" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Compare the following screenshots. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGt-Zkqv3SsVXsHNFrlY4hAwGv8bD2u9qVjHWDT59reX1psAu7cCq8GtH327ICqLSZaMS7eW_zCrMG5e2317GX9zd7Q4LA9ommAE80s8XVMKnx8o0ZKuzKIC0cxXEgDPijJRNSBM0CLTwX/s1600/Screen+shot+2013-03-09+at+7.52.21+PM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGt-Zkqv3SsVXsHNFrlY4hAwGv8bD2u9qVjHWDT59reX1psAu7cCq8GtH327ICqLSZaMS7eW_zCrMG5e2317GX9zd7Q4LA9ommAE80s8XVMKnx8o0ZKuzKIC0cxXEgDPijJRNSBM0CLTwX/s1600/Screen+shot+2013-03-09+at+7.52.21+PM.png" height="243" width="400" /></a></div>
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">*Note* I searched for these terms while in Incognito.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The first screen shot I took from a google search for "<a href="http://www.bioshockinfinite.com/?RET=&ag=true" target="_blank">Bioshock Infinite.</a>" This is a highly anticipated game being released soon from <a href="http://irrationalgames.com/" target="_blank">Irrational Games</a> and <a href="http://www.take2games.com/" target="_blank">Take Two Interactive Entertainment</a>. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPKcwLAAMSkdm_Lvuej_vxV_liOsjfOhaAINxH9Eqt99u75JyYqT33b1PO6x4FpiPNuAyDKg29Jh-K39NDOOqF37yDVmgFXUfQykaEXock5rbau7JEal5yekDadfIGLLvuzdQXJAWjoltF/s1600/Screen+shot+2013-03-10+at+1.06.21+PM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPKcwLAAMSkdm_Lvuej_vxV_liOsjfOhaAINxH9Eqt99u75JyYqT33b1PO6x4FpiPNuAyDKg29Jh-K39NDOOqF37yDVmgFXUfQykaEXock5rbau7JEal5yekDadfIGLLvuzdQXJAWjoltF/s1600/Screen+shot+2013-03-10+at+1.06.21+PM.png" height="233" width="400" /></a><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">The product name of a title will definitely be one of the top searches and costly, but a necessity</span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">You'll notice that all the "above the fold" results are about the product. To the left are organic search results linking to the game website, the wikipedia page and news items. To the right are sponsored results for various items you can purchase related to the game.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjT8-9oi5Qg1LLupEP6bL6uRTGfdxW1B07qrvbltUkEA1vI39KolGqlqwOEkmhQVHZP9Uun7E3TTO__OQBzVI3wr_556mEJG-iCrz6InOaXODA3SDutso5hQ_HxI3Z5tGBRvJQYcLZLnoDh/s1600/Screen+shot+2013-03-10+at+1.07.50+PM.png" imageanchor="1" style="clear: left; display: inline !important; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjT8-9oi5Qg1LLupEP6bL6uRTGfdxW1B07qrvbltUkEA1vI39KolGqlqwOEkmhQVHZP9Uun7E3TTO__OQBzVI3wr_556mEJG-iCrz6InOaXODA3SDutso5hQ_HxI3Z5tGBRvJQYcLZLnoDh/s1600/Screen+shot+2013-03-10+at+1.07.50+PM.png" height="271" width="400" /></a><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Now look at the next two screenshots. The search terms, "<a href="https://www.google.com/search?q=songbird&aq=f&oq=songbird&aqs=chrome.0.57j5j0l2j62l2.1667&sourceid=chrome&ie=UTF-8" target="_blank">Songbird</a>" and "<a href="https://www.google.com/search?q=songbird&aq=f&oq=songbird&aqs=chrome.0.57j5j0l2j62l2.1667&sourceid=chrome&ie=UTF-8#hl=en&sclient=psy-ab&q=new+infinite&oq=new+infinite&gs_l=serp.12..0i10j0j0i10l2.27787.29675.0.31646.12.12.0.0.0.0.164.1199.8j4.12.0.les%3Bcappsweb..0.0...1.1.5.psy-ab.xy0MHKCMij8&pbx=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.43287494,d.dmQ&fp=cb8d1a9726c4b93c&biw=1280&bih=679" target="_blank">new infinite</a>" are related to the game but not top terms and aren't combined with the word "Bioshock." You'll see that if you had purchased these terms you would still manage to gain results on the first page and above the fold. Neither of these results link to the main game webpage but to the Bioshock Wiki and to a gaming news site. </span><br />
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">If Take Two or Irrational had optimized the game's webpage for not just the popular, short tail search terms but also the more obscure long tail, they could have replaced these posts and reached more customers. </span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">It all boils down to remembering that sometimes the "slow and low" - many cheaper, low-competition keywords - method of SEO and digital marketing can earn you as many impressions and sales as blowing your SEO budget on one or two expensive, high-competition keywords.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Have you ever seen a company's twitter feed comprised of nothing but boring links like...</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">"Click here for more info ... </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">http://bit.ly/boringlink"</span></div>
<div class="MsoNormal">
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">"Sale! Click here for more info ... http://bit.ly/anotherboringlink"</span></div>
<div class="MsoNormal">
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">"Friend us! ... facebook.com/boringcompany"</span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Would you ever click on one of the links? No.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">When you're being interviewed would you answer the interviewer's questions by saying "Look at my résumé. That will answer the question?" No. </span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Every interaction you have with someone, is a continuation of a story. Every conversation is another chapter in the mental book they write about you. The same goes for companies. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Everything is a brand, even you – Yes, you ARE a brand.</span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Everything that you communicate from tweets and Facebook posts to stories you
tell your friends tells a lot about your brand </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">and how you communicate</span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">. Corporations
and people must convey their stories to achieve whatever message
they’re trying to get across, whether it is influencing others to buy their
product or to hire them for a job.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">According to <a href="http://sallyhogshead.com/" target="_blank">SallyHogshead</a> (<a href="https://twitter.com/SallyHogshead" target="_blank">@SallyHogshead</a>), there
are <a href="http://www.howtofascinate.com/" target="_blank">7 triggers of fascination</a> that
everyone uses to persuade and captivate in telling a story and achieving their
goals. Everyone has a primary and secondary trigger that combined forms an <a href="http://www.howtofascinate.com/the-fascinate-system/The-49-personality-archetypes/" target="_blank">archetype</a>.
<o:p></o:p></span></div>
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<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="margin-left: auto; margin-right: auto;"><a href="http://www.howtofascinate.com/Portals/126289/docs/Bust%20Matrix_1.pdf" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpoqy5rpF1OgnkdCZwWWrb6GcCnzLFxYX9V3oiAHWRl8vo4s-YZSoZ3TFy6Z5LQbOT1KTcXNSIRzjUdKIXgXDnhdPsthaE-b0FPfbZ7acuyRix3J_uyLtlNHzIshyphenhyphendPeZ_EFDRFvVsx1b3/s1600/Screen+shot+2013-03-03+at+12.17.12+PM.png" height="322" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><a href="http://www.howtofascinate.com/Portals/126289/docs/Bust%20Matrix_1.pdf" target="_blank">The 49 Fascination Archetypes</a></td></tr>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Knowing your archetype can help you discover your strengths
and weaknesses of how you persuade people and use that knowledge of both to your
advantage.</span></div>
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFNgfQ7YN5bfPlzjWcyjde6ldLWYSa8A89TWV-lrgYXaQdnc2XUdFo5hY_CYjVHaVWvr6OX2DJSB4nviivA9nWMtxC9kg8hImmidl7DsXe2tn257_k1-zMPgxm1jj12RftNhPyyiW7ryPr/s1600/Screen+shot+2013-03-02+at+8.47.45+PM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFNgfQ7YN5bfPlzjWcyjde6ldLWYSa8A89TWV-lrgYXaQdnc2XUdFo5hY_CYjVHaVWvr6OX2DJSB4nviivA9nWMtxC9kg8hImmidl7DsXe2tn257_k1-zMPgxm1jj12RftNhPyyiW7ryPr/s1600/Screen+shot+2013-03-02+at+8.47.45+PM.png" height="296" width="400" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">After taking the test, I discovered that I have a primary
trigger of <a href="http://www.howtofascinate.com/the-fascinate-system/the-7-triggers-of-fascination/passion/" target="_blank">Passion</a>
and a secondary trigger of <a href="http://www.howtofascinate.com/the-fascinate-system/the-7-triggers-of-fascination/mystique/" target="_blank">Mystique</a>
forming the archetype The Intrigue. Everyone also has a trigger that they use
least, their dormant trigger. Mine is <a href="http://www.howtofascinate.com/the-fascinate-system/the-7-triggers-of-fascination/alarm/" target="_blank">Alarm</a><o:p></o:p></span></div>
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</v:shape><![endif]--><!--[if !vml]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><!--[endif]-->Unlike other tests, which focus on
how you see yourself, this test focuses on how others perceive you. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I was a bit
surprised to see Passion score as my primary trigger. I tend to see myself more
reserved though upon reflection I do try to draw people in by getting them excited about an issue/item/show as I am. <o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I have taken several other types of tests before (I’m a <a href="http://en.wikipedia.org/wiki/Herrmann_Brain_Dominance_Instrument">whole-brained</a>,
<a href="http://en.wikipedia.org/wiki/INTJ">INTJ</a> with a cusp I/E) and these
previous results have a definite correlation to the results seen in the overall
fascination archetype. All of these tests show a prevalence to be somewhat
even-keeled and to choose for quality over quantity when sharing information. <o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Companies would be wise to find their archetype - their
strengths and weaknesses, the triggers they use to connect with their
customers. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Companies are dedicating more energy online and consumers are
spending more of the sales funnel online researching companies and products.
With the increased detachment, companies must engage consumers better -
fascinate them. This is the first step in creating a lasting connection with
that consumer that will, hopefully, shape into a lasting profitable relationship. For example, a company whose primary or secondary trigger of Mystique might prefer using
Twitter where their message is delivered piecemeal. </span><o:p></o:p></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Listen to Sally's TED talk for her insights into how to fascinate.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-86273172792037370602013-02-24T17:26:00.001-05:002013-02-24T20:27:04.583-05:00For whom the bell tolls<!--[if !mso]>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Pop Quiz!<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Q. Please identify the commonality among these companies?<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://www.timewarnercable.com/en/residential-home.html">Time Warner
Cable</a><o:p></o:p></span></div>
<div class="MsoNormal" style="text-indent: .5in;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://www.makersmark.com/age-verification">Maker’s Mark</a><o:p></o:p></span></div>
<div class="MsoNormal" style="text-indent: .5in;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://www.hmv-news.co.uk/">HMV</a><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I’ll wait…<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">…<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">…<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">…<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Time’s up!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoListParagraph" style="margin-left: .25in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">A.<span style="font-size: 7pt;">
</span><!--[endif]-->All have taken a beating regarding their digital
marketing over the past few weeks. <o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Starting with the least crippling digital misstep among that
three is Time Warner Cable. What will
come as unsurprising to most, Time Warner Cable <a href="http://thebillfold.com/2013/02/richard-lawson-v-time-warner-cable/">displayed
less than stellar customer</a> service several days ago with one of their
customers. What could have begun and ended quickly became a story recounting
another example of poor customer service because of poor digital strategy. With a company regularly mocked (see below), they need to step up their game and realize while they may have some markets cornered, they won't always and customers rarely forget.<o:p></o:p></span></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/OYQBnzYHbpY?feature=player_embedded' frameborder='0'></iframe></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
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<br /></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Marker’s Mark has also not had the <a href="http://www.huffingtonpost.com/2013/02/10/makers-mark-alcohol-content-reduced_n_2658162.html">best
week ever</a>. <b>In an email</b> (emphasis mine), Robert Samuels, the COO of <a href="http://www.beamglobal.com/">Beam, Inc</a>, wrote that to meet increased
demand the company would be reducing the alcohol content of Maker’s Mark. This
created a controversy among the blogosphere that spread the news wide to many a
fan and an uproar ignited. Finally, after several days the company relented.
This time, using better use of all their digital means to spread the word and
improve their watered down reputation. To announce the reversal, they posted on
their <a href="http://www.makersmark.com/#!/live-feed/news/34-you-spoke-we-listened">website</a>,
Facebook and twitter yet the initial step is found on none of these. If Maker’s
Mark had copied their efforts in making amends when making the announcement,
this uproar might have been minimized to a begrudging whisper.<o:p></o:p></span></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhrTZ-oG7XgwkBa6PnucghqlJkfMf19DNoP8j1R3Ry40390bV0zZKmcHg8NK8rhCfP4RgMpCpM_hvZsLb5ItAFNOR1-z3w3EbcJFGnwc87hJ2kixHym4Aa78BG5RCZ34DM9W1gWDydP8_J/s1600/Screen+shot+2013-02-24+at+4.26.55+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhrTZ-oG7XgwkBa6PnucghqlJkfMf19DNoP8j1R3Ry40390bV0zZKmcHg8NK8rhCfP4RgMpCpM_hvZsLb5ItAFNOR1-z3w3EbcJFGnwc87hJ2kixHym4Aa78BG5RCZ34DM9W1gWDydP8_J/s1600/Screen+shot+2013-02-24+at+4.26.55+PM.png" height="90" width="640" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Now onto the best/worst example of digital marketing and
failure to adopt and fully realize its importance in the world we live in is... HMV. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">HMV is just the latest example of brick-and-mortar stores
not recognizing the change in their competitive environment and increased
emphasis on a digital strategy. As indicated in this blog <a href="http://www.readability.com/read?url=http%3A//www.business2community.com/online-marketing/3-things-hmvs-untimely-end-taught-us-about-digital-marketing-strategy-0377789">post</a>,
<o:p></o:p></span></div>
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<br /></div>
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<i><span style="background-color: white;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">“They saw themselves as a physical store that sold music,
rather than a pure music retailer.”<o:p></o:p></span></span></i></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="background-color: white;">I agree, that this is the principle concept that
led to HMV’s demise. They did not correctly identify their competitors and what
their core purpose was. They didn’t adapt to the changing environment and
treated digital as an add-on, something they needed to do, but they didn’t
truly recognize how or why. </span></span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="background-color: white;"><br /></span></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="background-color: white;">There is no better evidence of their thinking then the twitter feed of the company during a <a href="http://www.readability.com/read?url=http%3A//blogs.imediaconnection.com/blog/2013/02/05/how-twitter-destroyed-this-company/">recent
mass firing…</a></span> </span><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="background-color: white;"><!--[if gte vml 1]><v:shape
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</span></i></span><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ79b3aVikbHk985ysJkweFhdLdXW9m0XMGPs97FVfUxnsZpv8shiPf0be-j79XTSqqFjb-HHuOlRoMo2iDQIRdbh-pEK8kER-IsQ51PQ7IqO7TAPvR7Zmk7-c_Lh-U66P15o_3VAoBnJr/s1600/Screen+shot+2013-02-24+at+5.03.16+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ79b3aVikbHk985ysJkweFhdLdXW9m0XMGPs97FVfUxnsZpv8shiPf0be-j79XTSqqFjb-HHuOlRoMo2iDQIRdbh-pEK8kER-IsQ51PQ7IqO7TAPvR7Zmk7-c_Lh-U66P15o_3VAoBnJr/s1600/Screen+shot+2013-02-24+at+5.03.16+PM.png" height="139" width="640" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Modern companies <b>MUST</b>
recognize that digital marketing isn’t just a fad or simply updating a
twitter/Facebook feed somewhat regularly. These methods are used to create
conversations and relationships with their consumers. <o:p></o:p></span></div>
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</div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">For HMV to recover from after this death knell they will
need to work hard and use all their marketing tools, particularly the cheap,
effective digital methods to reach out to consumers and influencers to recover
their reputation in the hopes that they can build the company back up. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I believe that there is a chance they can recover but it
will be a hard road and hard examination. They need to examine what their customers need now AND in the future. </span><o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-23776675995119330262013-02-10T15:47:00.001-05:002013-02-10T20:55:40.874-05:00Engaging Brand - Sleep No More<!--[if gte mso 9]><xml>
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<br />
Ask anyone who knows me well or… has spent more than a couple of hours with me
and they’ll tell you that there is definitely one “brand” that most engages me
as a customer. That brand is <a href="http://www.sleepnomorenyc.com/" target="_blank">Sleep No More NYC</a>.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcjXQlyDUOM3cKu8imoq-rnN58eqxT7h1x9tCvUqkE-03_ebkSqju-yJsqXboaK4LQsGvRcXg_IXoNAvGNAdkVnBFgdmeRkQbdCZHjEaWke2MPfpZnlaX6GZzxlMTNps0vNqgfRG6P3KHC/s1600/Screen+shot+2013-02-10+at+3.41.44+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcjXQlyDUOM3cKu8imoq-rnN58eqxT7h1x9tCvUqkE-03_ebkSqju-yJsqXboaK4LQsGvRcXg_IXoNAvGNAdkVnBFgdmeRkQbdCZHjEaWke2MPfpZnlaX6GZzxlMTNps0vNqgfRG6P3KHC/s1600/Screen+shot+2013-02-10+at+3.41.44+PM.png" /></a></div>
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For those of you who don’t know what <i>Sleep No More</i> is,
it is a fully immersive theatre experience that is comprised of equal parts
Hitchcock, <a href="http://www.imdb.com/name/nm0000186/?ref_=sr_1" target="_blank">Lynch</a>, <i><a href="http://www.imdb.com/title/tt0081505/?ref_=sr_1" target="_blank">The Shining</a></i> and
the 1920’s with a base of Shakespeare’s <i>Macbeth</i>. You, as the
masked-audience (yes, <a href="http://media.metronews.topscms.com/images/63/37/efd7ad164b9bbc89ce18b8b59154.jpeg" target="_blank">you wear masks</a> the entire night), portray guests at <a href="http://sleepnomorenyc.com/hotel.htm" target="_blank">The McKittrick Hotel</a> and
follow around the actors as they perform scenes from<i> Macbeth</i> in
the venue’s 100+ rooms.<o:p></o:p></div>
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You may think this is an odd choice to choose as a brand
that you find most engaging. Why not Google or Apple? Why not one of the
flashier, traditional brands marketing today? While I do have strong opinions
and follow the story of these brands closely, neither has been able to grab and
mesmerize me in its story like <i>Sleep No More</i>. Yes, it
does help that <i>Sleep No More</i> is a theatrical experience, very
different from the products and services that most brands provide, but that
doesn’t make it any less effective in my endorsing the brand and promoting its
story. As Seth Godin wrote in his <a href="http://sethgodin.typepad.com/seths_blog/2009/12/define-brand.html" target="_blank">blogpost</a>, <o:p></o:p></div>
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"Here's my definition: <i>A brand is the set of
expectations, memories, stories and relationships that, taken together, account
for a consumer’s decision to choose one product or service over another.</i>"<o:p></o:p></div>
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I've been four times... <o:p></o:p></div>
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Sleep No More succeeds in several ways to draw each person
into the story and want them to stay in the story. <o:p></o:p></div>
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One way it achieves this is through secrecy and exclusivity.
Now, generally, you’d think it bad for a brand to keep themselves a secret,
unless that IS part of the brand. Sleep No More is all about uncovering secrets
and they value the customers/theatre-goers that find out about it, for they’re
the ones who will discover the secrets Sleep No More has in store. Few people
are willing to spoil the show and let out the secrets to anyone who hasn’t seen
it BUT once you meet someone who has been, all you can do is talk about what
you saw, what you missed and what you need to see the next time. <o:p></o:p></div>
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This exclusivity is a trait that <i>Sleep No More</i> shared with Google and Apple. Google and Apple both
started out with being perceived as exclusive brands - Google with the need to
be invited to create a Gmail account and Apple for being long viewed as an
exclusive brand and to this day still has an air of <a href="http://youtu.be/7HNd3qz68Zw?t=59s" target="_blank">snootiness</a>. <o:p></o:p></div>
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<a href="http://howells.ws/images/made/images/uploads/sleepnomore_460_270_s_c1.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="187" src="http://howells.ws/images/made/images/uploads/sleepnomore_460_270_s_c1.jpg" width="320" /></a>Another way, that I believe is the strongest and most unique
to <i>Sleep No More</i>, is its use of full
immersion. From the moment you go to the <i>Sleep
No More</i> website, you are transported into the world of an old hotel that
has recently reopened and has many secrets in its dark corners from days gone
by. Then once it’s time for your stay at the hotel, you enter a dark hallway,
filled with an odd aroma of must, fog and history. No one, not actors nor
staff, breaks character during the show. You’re left on your own to traverse
the many rooms and follow the story. This immersion is the most transformative
and imbeds something in most visitors who are then unable to get the need to
relive the story out of their brain.<o:p></o:p></div>
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One thing I wish that <i>Sleep
No More</i> would do is to use their social media outlets, Facebook and
Twitter, to continue that story, add new aspects to it, perhaps leave Easter
Eggs for those that follow to find in future visits to the hotel. To continue
the story in ways unable to be done through the play would cause more people to
come back and relieve it with greater knowledge of what’s going on. <o:p></o:p></div>
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<!--EndFragment--><br />
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/10039218430971973557noreply@blogger.com0tag:blogger.com,1999:blog-2218835478346450039.post-5774010348868714192013-02-03T22:11:00.003-05:002013-02-05T18:11:15.497-05:00Favorite App - Evernote<div class="separator" style="clear: both; font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; text-align: center;">
</div>
<h2 style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;">
<b style="line-height: 1.4;"><i>Evernote</i></b></h2>
<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
<span style="line-height: 1.4;"><i>Evernote</i> is the basic app that allows you to take notes, pictures, articles and sync them with your account from your</span></div>
<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;">
<br /></div>
<ul style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;">
<li><span style="line-height: 19px;">Computer App</span></li>
<li><span style="line-height: 19px;">Web</span></li>
<li><span style="line-height: 19px;">Smartphone</span></li>
<li><span style="line-height: 19px;">Tablet</span></li>
</ul>
<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;">
<br /></div>
<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
<i>Evernote</i> becomes your one stop shopping for collecting all your notes, thoughts, contacts, restaurant recommendations and anything else your brain will ever need.</div>
<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
<br /></div>
<h3 style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;">
<b><i><a href="http://evernote.com/hello/" target="_blank">Evernote Hello</a></i></b></h3>
<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;">
<span style="font-weight: normal; line-height: 1.4;">This is a collects and syncs all information on people you meet. Take a picture of a business card and Evernote Hello recognizes the information and inserts the contact details into Evernote. This will you’ll always have a record of your meetings, who you met with and easily invite those contacts to future meetings. It also automatically imports details from facebook and Linkedin.</span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhs-cFUh6xmijQ5S8VayjrH2-5SuDf3YUVYHeOXCSP0qsthXhA_bH4R76OESizjqC7-IzK3l_CUNAxg2i0jkglyFeTxZH0EqnzcfD5ocN2r9hWe0G_ShACmvOsGf2sos9_8pTo4hqrSf137/s1600/evernote+hello.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><span style="color: black;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhs-cFUh6xmijQ5S8VayjrH2-5SuDf3YUVYHeOXCSP0qsthXhA_bH4R76OESizjqC7-IzK3l_CUNAxg2i0jkglyFeTxZH0EqnzcfD5ocN2r9hWe0G_ShACmvOsGf2sos9_8pTo4hqrSf137/s1600/evernote+hello.png" height="308" width="640" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><a href="http://evernote.com/hello/whats_new/ios/"><span style="color: black;">http://evernote.com/hello/whats_new/ios/</span></a></td></tr>
</tbody></table>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
<span style="line-height: 1.4;">Imagine how much easier Leonard Shelby's life from </span><i style="line-height: 1.4;">Memento</i><span style="line-height: 1.4;"> would be if he had <i>Evernote</i> <i>Hello</i>... all the remembering, none of the tattoos</span></div>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: center;">
<img data-mce-src="http://media.tumblr.com/8d856d9caff9db4587a6574593bd498e/tumblr_inline_mho4vfRWqI1qz4rgp.jpg" src="http://media.tumblr.com/8d856d9caff9db4587a6574593bd498e/tumblr_inline_mho4vfRWqI1qz4rgp.jpg" height="267" style="border: 0px none; height: auto; max-width: 100%;" width="400" /></div>
<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
<b style="line-height: 1.4;"><br /></b></div>
<h3 style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;">
<b style="line-height: 1.4;"><a href="http://evernote.com/penultimate/" target="_blank">Evernote Penultimate</a></b></h3>
<div class="separator" style="clear: both; font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkWsQy_RHrsK0Gp5N9pqjSDpBrwQBqwP1_6tp5OlQU2YYQ5dKzVdJIsnagzAdPQ8aA22XZ1M2_inC_u-8bRt_ZwhJQso1cgpcJRuWCieLFC1fbf-9GJ5pGHBSs025kUjQrFSxPeDvBXdbc/s1600/Screen+shot+2013-02-03+at+1.17.23+AM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="color: black;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkWsQy_RHrsK0Gp5N9pqjSDpBrwQBqwP1_6tp5OlQU2YYQ5dKzVdJIsnagzAdPQ8aA22XZ1M2_inC_u-8bRt_ZwhJQso1cgpcJRuWCieLFC1fbf-9GJ5pGHBSs025kUjQrFSxPeDvBXdbc/s1600/Screen+shot+2013-02-03+at+1.17.23+AM.png" height="320" width="260" /></span></a></div>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
<br /></div>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
Now that you’ve been introduced to everyone, the meeting begins. Penultimate turns your iPad into a handwritten notepad for easy note taking. </div>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
<br /></div>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
You are able to easily write in YOUR OWN handwriting in a number of colored "pens", erase, and even "cut and paste" items on the page. You can also sketch<br />
<br /></div>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
Again, everything syncs to your main <i>Evernote</i> account for easy access and searching. </div>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: start;">
<br /></div>
<div class="separator" style="clear: both; font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/PChzIsepmdk?feature=player_embedded' frameborder='0'></iframe></div>
<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; line-height: 19px; text-align: center;">
With Penultimate you never have to become a Hennimore skit!</div>
<div class="MsoNormal" style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; text-align: start;">
<div style="line-height: 19px;">
<br /></div>
<h3 style="color: blue; line-height: 19px;">
<a href="http://evernote.com/peek/" target="_blank">Evernote Peek</a></h3>
<div>
Questions...</div>
<div>
<ol>
<li><span style="line-height: 19px;">What is the Pythagorean Theorem?</span></li>
<li><span style="line-height: 19px;">Hvernig segir þú Halló á íslensku? </span></li>
<li><span style="line-height: 19px;">Conjugate the verb heißen</span></li>
</ol>
<div>
<span style="line-height: 19px;">One of my favorite sub-apps under <i>Evernote </i>is <i>Evernote Peek</i>. This app lets you create Evernote notebooks that are then turned into flashcards using the <a href="http://www.apple.com/ipad/accessories/" target="_blank">iPad smart cover</a></span></div>
</div>
<div>
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Here's a preview of how the flashcards look in <i>Evernote. </i>The subject line becomes the question and the note entry the answer. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsWXJ3C4LOUH11mcRNPfdhdFK1DuBvMj0rYqRmVCXxfuQpZScMq8xLt7YmwqomQt7m8sMFgjpRXD9qEn41rk3yZ84rn5JSdBM8Yx5llFCnqtkPuFdFWvTRvQ7mZImbT9I9zBu-jCNfmo2q/s1600/Screen+shot+2013-02-03+at+9.25.31+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: black;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsWXJ3C4LOUH11mcRNPfdhdFK1DuBvMj0rYqRmVCXxfuQpZScMq8xLt7YmwqomQt7m8sMFgjpRXD9qEn41rk3yZ84rn5JSdBM8Yx5llFCnqtkPuFdFWvTRvQ7mZImbT9I9zBu-jCNfmo2q/s1600/Screen+shot+2013-02-03+at+9.25.31+PM.png" height="243" width="640" /></span></a></div>
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This is perfect for on-the-go learning for a linguaphile like me so likes to brush up or learn a new languages before traveling to a new country. Anything that can be easily made into flashcards can be put into <i>Peek.</i></div>
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In closing, <i>Evernote</i> and it's products are great apps to have and
ones that I highly recommend. They are extremely versatile and new uses
hacks being discovered to make the most of the service.<br />
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Answers</div>
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<li style="line-height: 19px;"> <span style="line-height: 25px;">a</span><sup style="line-height: 25px;">2</sup><span style="line-height: 25px;"> + b</span><sup style="line-height: 25px;">2</sup><span style="line-height: 25px;"> = c</span><sup style="line-height: 25px;">2</sup></li>
<li style="line-height: 19px;"><span style="line-height: 25px; vertical-align: super;">How do you say Hello in Icelandic</span></li>
<li style="line-height: 19px;"><span style="line-height: 25px; vertical-align: super;">heiße/heißt/heißt/heißen/heißt/heißen</span></li>
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