By Emily Butler
October 13th, 2009
Last week, the FTC approved final revisions to its guidance to advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act.
There’s been no shortage of discussion about these updates and the $11,000 fine per post that could be imposed on bloggers that break the rules. That’s right, social media is not exempt. And, there are plenty of deceptive marketers and bloggers pushing the limits of what’s ethical, so I certainly see the need.
For b2b marketers, there’s a lot to consider. The revisions could impact how you use results of product trials, how you conduct product review programs with bloggers, even how your PR rep retweets your news coverage, and the list goes on and on. For details on the changes, you can read the Revised Endorsement and Testimonial Guides here (or pass them along to your agency).
While I agree that the guidance is needed, it begs the question—how will this be enforced? Among social media, in particular, this seems like a daunting task. My money is on the community self-policing, but only time will tell.
What do you think? Are the new rules overkill?
By Jared Bodnar
September 25th, 2009
We’ve all seen it. Trade publications are getting thinner and thinner; media outlets are shutting down every day; readership is down; there’s even a Twitter feed dedicated to documenting media layoffs and closures. So, how are B2B marketers supposed to reach their target audiences effectively?
- Leverage the media’s online presence. Since more and more business professionals are going to the web, blogs and online news sites for information, it is a good idea to shift ad dollars and PR efforts toward the online versions of trade publications.
- Can you say value-add? Advertisers are in a great position to negotiate value-added extras that include e-mail distributions, banner ads, special insert sections and, best of all, magazine subscriber lists.
- Do it yourself. B2B companies that offer multiple products and services can position themselves as thought leaders and subject matter experts by publishing their own media in the form of print and e-newsletters, online resource libraries, blogs and more. This is a great way to reach your customers directly and build an ongoing, one-to-one relationship.
Have you cut your advertising budget, or shifted your funds elsewhere? What do you think of the trade publications getting thinner and thinner? What strategies have you used to maximize your B2B marketing budget?
By Steve Unger
September 17th, 2009
If you’ve been in marketing communications for a while, you’ve probably seen the famous “Man in the chair” ad. Although none of us were in the business when it first appeared, this classic oldie often shows up in reprints, textbooks and seminar lectures.
Originally created for McGraw-Hill publishers in 1958, the concept was developed to promote the vital functions of advertising and brand image. The print ad features a simple visual of a scowling businessman who’s telling an unseen salesperson (symbolizing the ad’s readers) that he’s never heard of the rep’s company or products or values, ending with the line, “Now—what was it you wanted to sell me?”
Voted by Business Marketing magazine as the #1 B2B ad of all time, the message of The Man in the Chair hasn’t changed in 50+ years: You still need to let prospects know who you are and what your organization stands for, before trying to make a sales pitch. The only difference is that today’s communications opportunities would have seemed like science fiction in 1958—e-mails, interactive websites, cell phones, podcasts, text messages, etc. So use whatever it takes to get through—maybe even a print ad.
What are some of your favorite B2B ads?
By Mike Bjella
September 4th, 2009
Ok, let’s just get this out in the open, I watch Project Runway. I find it interesting. I also watched a documentary on the famous designer Marc Jacobs on IFC and somewhere in that show he was included in a group of designers that were selected to pick the colors of that particular season.
None of them took this task lightly. These are the colors that appear in our wardrobes, on our textiles and surrounding our lives. Designers in every field take notice including designers in the print and advertising field.
PANTONE has started doing its own color report and here is the fall 2009: A Study in Contrasts.
“The fall 2009 palette is more unique and thoughtful than the typical autumnal hues of years past,” said Leatrice Eiseman, executive director of the Pantone Color Institute®. “Designers recognize the desire for fundamental basics that speak to current economic conditions, but also understand the need to incorporate vibrant color to grab the consumers’ eyes and entice them to buy.”
My personal favorites: Majolica Blue and the Iron. Do you have any favorites? Have you noticed these colors anywhere else other than clothing lately?
By Jared Bodnar
August 26th, 2009
Let me give you a little insider information about how most big consumer agencies work. When they pitch your business, they pull out all the stops. They wine and dine prospective clients. They bring in their best people with sales skills to pitch the account. They show the best examples of their work (mostly TV commercials).
Then, they win the business. That’s when things go horribly wrong. They switch out all of their top people and assign their junior account team member to the client (this is especially true when a consumer agency wins a business-to-business account).
photo courtesy of EssG
They recommend budget-crushing media buys to promote your business. They throw so many creative ideas at you that you don’t know which one to choose. The honeymoon is obviously over.
So what’s a B2B marketer to do? It’s simple: Hire a B2B agency. This will ensure that your account will get attention from the agency’s top people. It will also ensure that they will do what’s right for you and your business, not recommend a one-size-fits-all approach.
Have you ever experienced any of these disasters? What ‘stupid agency trick’ have you fallen for? Are you a B2B marketer working with a consumer agency? If you answered yes, feel free to contact me to discuss how Canyon operates—we never pull the old ‘bait and switch.’
