Altyrian View

I “sign” my name on everything the same way: John T. Mims, APR. If you see a comment from me on any other blog on any topic, you will see John T. Mims, APR. Press release: John T. Mims, APR. Quote in a news story: John T. Mims, APR. Email signature: John T. Mims, APR.

I recently had someone ask me why. It’s very simple. Based on census data, there are approximately 400 people named “John Mims.” In middle school, I knew another John Mims, and he would get my birthday cards every year. Here’s what happens when you Google “John Mims.” To be fair, a few of the entries on the first page are mine. But Google “John T. Mims, APR,” and I’m it. Six pages of just me.

I recognize that many people looking for me will simply search for “John Mims.” That’s okay because they will find me that way too. But I am working very hard on branding my name spelled the same way every time. We’ll see how it works out.

That’s my Altyrian View.

It’s amazing to me that large corporations decide not to participate in new media. Don’t get me wrong, I don’t expect every company to run a blog and a podcast, but I do expect them to be aware of online conversations - especially those that deal with their brands.

Amy Jussel, founder and executive director of Shaping Youth, contacted Target about a new ad campaign. Here is the response that she got:

Good Morning Amy,

Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.

Once again thank you for your interest, and have a nice day.

I read blogs. I maintain a blog (not as well as I should). I also have 3 kids, and my wife and I practically have a second home at Target (it’s between the videos and the toy department). I AM YOUR CORE MARKET. If you look at statistics about blogs, you’ll find that most readers / contributors are.

Target, you are missing an opportunity. Speak with your customers, not just at them. If you ignore them, they might someday ignore you. Once again, thank you for your interest and have a nice day.

Hat tip to Joseph Jaffe.

I just watched the new Folger’s Advertisement that’s playing on the Internet. In it, a crowd of yellow glowing idiots (are they dead spirits?) sing and annoy the inhabitants of a seaside town until - surprise! - those inhabitants drink their coffee. A couple of sips of (you guessed it) Folgers and the townspeople actually tap their fingers along with the singing idiots. Message: drink your coffee and you’ll love mornings.

Heather Green over at BusinessWeek Online describes the spot as “disturbing.” In her blog she posts the Folger’s pitch for the ad. I’m with Heather - I find the ad disturbing as well, considering that the ad’s song includes the line “You can sleep when you are dead.” But, even more than disturbing to me is the horrible lack of strategy behind this ad. At our agency we drink lots and lots of coffee, and we actually drink Folger’s. I love the taste of Folger’s but I really hate this ad.

Come on Folger’s, did you think to ask the question “What’s this ad going to do for our brand?” From where I’m sitting this ad makes your brand silly, annoying and unlikeable. Don’t insult your customers with glowing yellow idiots (singing or otherwise) and don’t remind your customers that someday they’ll be dead. Your product is coffee - COFFEE!  Maybe you should keep your product AND your market in mind next time.

Broadcasted May 15, 2006

In today’s broadcast, John Mims, Director of Public Relations for Altyris Advertising, discusses three tips to get the most out of trade show marketing.

1. Make sure the booth fits the brand. The display booth needs to be built as an extension of your brand. Cost should be a consideration, of course, but remember that you are carrying your brand with the booth.

2. Use your display booth more like a billboard and less like a brochure. A quick marketing message will attract people better who will then proceed to pick up a brochure and ask for more information.

3. The booth workers are just as important as the display itself. Those who know the product well and are engaging and friendly with the customers are the best to market your brand.

Listen to the full broadcast on our iTunes Podcast Marketing Watch.

Feel free to contact us; we welcome ideas and feedback from our audience.

Broadcasted on: Nov. 1, 2005

Today’s interview is with Larry Hill, President of Altyris Advertisng. Hill discusses the concept of saturation branding, defining it as managing every aspect of the brand image, every channel, and every interaction and experience the customer has with the brand. This boils down to using all aspects of the brand into one focus strategy.

• It is important to keep in mind that every interaction the customer has with the company, must be a positive one to maintain a brand image; this includes everything from interior design, employee representation, customer service, product design and usage, etc.

• Saturation branding for ABC’s show “Lost” included not only TV spots, but posting missing fliers for the characters and messages in bottles on beaches.

• All forms of interaction with consumers need to be made sure that they build the brand in a cohesive manner.

• Saturation Branding is becoming a critical part of the corporate approach to building an image and will only grow as a vital marketing strategy.

Listen to the full broadcast on our iTunes Podcast Marketing Watch.
Feel free to contact us; we welcome ideas and feedback from our audience.