Filed under: Uncategorized | Tags: advertiser, adwords, google, Google maps, interactive, local business, location-based technology, maps, marketing, Media, Pittsburgh, real estate, small business, street view, virtual, Wal-mart, world domination
It used to be an old joke between my friend Heather and I that Wal-mart was going to take over the world. She worked for a contracted service within their stores and thus did nearly all her shopping there. Conversely, I refused to shop there for reasons too numerous to mention. But now, Heather and I may need to revise the old joke to read that Google will be the new world leader. I don’t know if you have heard, but Google makes news on a daily basis, especially here in Pittsburgh where they are expanding their Burgh-based tech center out of CMU’s campus and into a big new space in the East End, adding a slew of new jobs to our market.
And today, there’s news about Google in China, several allegedly-hacked GMAIL accounts of human rights activists and organizations, and a possible revision of the agreement the Chinese government and Google have about censoring certain search results.
And don’t forget about the Google Nexus One phone and the possible Google tablet design partnership with HTC. All of the above makes news in tech circles, which unfortunately, I don’t know much about. But in the world of marketing, there is big news on the Google front…Google has been granted a patent to “identify posters, billboards and buildings within the Street View online maps” so they can sell the ad space to advertisers!
The patent is listed as “Claiming Real Estate in Panoramic or 3D Mapping Environments for Advertising” and will allow the search giant to replace the ads featured in Street View from when the original photography took place for that area, and create a new ad to fill the existing space. This is exciting news for marketers. Just imagine…you’re a local business owner, maybe a retail store, and you’re located at the corner of Elm and Main. This application would allow you to place a current relevant ad in the Street View map near your actual location, perhaps for an upcoming sale or for a new line or merchandise. This ad would also show up in the Google search results for your business name, bringing in even more traffic as your outlet would be even easier to find!
For example, take a look at the photo below; a street view search I performed for an area of the Pittsburgh with several ever-changing billboards:
In this example, an advertiser would be able to place their ad in place of the existing ad for State Farm and Ball Funeral Chapel. This could be an ad for the car dealership which is just out of sight to the right of this intersection, or an ad for the McDonald’s on the opposite corner.
But the scariest part of this concept is that local businesses, who would most likely benefit greatly from such an ad vehicle so close to home, may be squeezed out by national corporations who simply want to buy up as much ad space in the new medium as possible. The patent states “The link can alternatively be associated with an advertiser who placed the highest bid on the image recognized within the region of interest (e.g., poster, billboard, banner, etc.).”
This is because the ad spaces in Street View may be subject to the same rules as Google’s Adwords tool which means they would go to the highest bidder.
To explain my point, consider the available ad spaces in the above photo could be snatched up by Best Buy or TGIFriday’s, whose locations are more than 20 minutes away from the intersection in question, but whose ad budgets are a great deal larger than the car lot at the physical corner. The amazing ability to advertise in this virtual real-estate medium could cause an even greater crunch to the small businesses which are already struggling to compete in a recessed economy. This medium would also be a great way for local politicians to campaign in a virtual sense, right in the ‘location’ where their constituents live, but how can the local county-controller-hopeful compete with yet another ad for Starbucks or American Idol?
And just like retail-giant Wal-mart’s ability to force American owned firms into closure with their practice of buying tons of cheaper made foreign goods, the Google model might allow mega-corporations to out-advertise the little guys in their own virtual back-yard! Don’t get me wrong, I love Google and use it daily, but the worse-case scenario is that Google may become just like Sam Walton’s dream-gone-awry…crushing American small businesses with one hand while handing its people their only affordable daily living options with the other hand. Personally, I feel that the specifics of the patent and ensuing procedure for ad purchase should allow local business owners a first-dibs ability to buy an ad within a certain proximity to their physical location so the backbone of our country, our small businesses, aren’t swallowed up by yet another marketing trick. Google should show some respect for small business owners, especially as we now face the reality of new location-based marketing technology, and even more opportunities for Main Street America’s economic recovery and growth.
What do you think?
Filed under: Uncategorized | Tags: Aramark, business, Colin Powell, facebook, Get Motivated, Krish Dhanam, Media, Mellon Arena, motivation, Peter Lowe, Phil Town, Pittsburgh, Rudy Giuliani, seminar, Steelers, success, Tamara Lowe, Terry Bradshaw, Troy Polamalu, twitter, Zig Ziglar
I had the opportunity to attend the Get Motivated Seminar in Pittsburgh at Mellon Arena this past Tuesday, and I am very glad I did. The traffic was an issue for most (I took the bus) and the food & concessions layout was not well planned, but I made it through…tired, motivated and mostly unscathed.
The day was INCREDIBLY HOT! It had to be at least 80 degrees (or at least it felt like it) at 7 AM when I caught the bus into downtown. And it was humid and muggy, so I got an iced coffee at the Crazy Mocha (local place-love it!) on the way over from Penn Ave. to Mellon Arena. If I was gonna sit in a seminar, even if it was motivating and electrifying, I knew I would need some caffeine! Well, the powers that be at Mellon decided that all of these people who used their brains and brought a bottled water or a snack to sit through a 9 hr day were just gonna have to do without. They searched all bags and confiscated every bottled water, soda and food item they found. It looked so sad, laying there in a pile on the floor (the trashcans had already overflowed) and it was a disgusting waste of resources and money! I assume this is so that approximately 17,000 people would be forced to buy terribly overpriced food and beverages from Aramark (I believe they do the concessions there, or at least they did last year) for some unconscionable price so they’d make lots of $$$$$$$$. Well, I threw a mini hissy-fit cause she tried to take me beloved latte (soy latte as she later found out). I didn’t actually MEAN to throw a fit, I was just shocked that she would try to take my stuff, (I was still asleep, kind of). After being told I could get a coffee inside, I told her of my allergy and she allowed me to step to the side and finish it before going in to give my ticket at the next door. Kudos for me, she forgot to check my bag and my glorious bottled water remained unrevealed
I found a seat inside and awaited the series of speakers. I took some notes, because I found many of the speakers made good points and were entertaining. I also tweeted a good many highlights that day (you can check me out at twitter.com/shorty1973) and what follows are some notes on what I found to be interesting, helpful, funny, motivating or just mentionable.
1. Dr. Earl Mindell

He had some interesting points, many of which seemed true enough. His prepared slide show of “10 things you should never eat” included donuts, fries and burgers, hotdogs, twinkies, and over-processed foods. This was like the kid’s primer on bad foods and he shared some funny anecdotes about how people only ever decide to go to the restaurant with the ‘BIG M’ about 30 seconds before they pass it, so it’s best to just keep driving right past it. Mindell also warned that people should avoid soda, because it is loaded with 16 teaspoons of sugar in every serving. I think he may need to do some further research, the danger in soda is the high fructose corn syrup and I can think of no mainstream soda manufacturer that uses sugar anymore. I believe it was the mid 80′s when Coca-Cola made the switch, (http://www.mahalo.com/answers/soda/when-did-coca-cola-switch-from-sugar-to-corn-syrup), and everyone else followed suit. He did mention that diet soda uses artificial sweeteners and he also mentioned one of his books, which is about natural remedies. However, beware of what this man has to say. I found several sources that caution that Dr. Mindell is not truly a medical doctor. In fact one non-profit claims “according to CBC, Mindell received his Ph.D. in nutrition from Pacific Western University. The Washington Post reports that Pacific Western University is an unaccredited institution offering “Public Paid for Bogus Degrees.” KVOA TV News 4 reports that Pacific Western is one of seven schools labeled as a “diploma mill” by federal investigators at the U.S. General Accounting Office, (http://goji.breathe.org/). And Dr. James A. Lowell has a great amount of research that disputes most of Mindell preaches: (http://www.quackwatch.com/04ConsumerEducation/NegativeBR/vbible.html).
Dr Mindell also stated that people should eat more soy, but too-much-soy has been linked to a number of issues for both men and women, so before you go believing a doctor at a seminar, do you own research and talk to your own doctor!
At least Mindell only did a very soft-sell of his book!
2. Terry Bradshaw

He was funny, a great pick-me-up for the morning and got everyone to wake up and laugh! Terry is an incredibly entertaining personality. He has this ‘Everyman Quality’ and even though he won 4 SUPER BOWLS, you can relate to him. His message seemed to be more about being on a team, getting to know the people you work with and learning how to have fun with them, even when the team is struggling. I can buy into that!
3. Krish Dhanam
I have never heard of this guy, but I was a little blown away! Originally from India, this man was a true American Patriot. He appears to love the US, loves that we offer opportunity without regards to class or upbringing. and he made some very important points.
In order to be successful you must:
Develop Leadership-become someone that others want to follow
Build a Partnership-no one can do it alone, you must have team mentality
Take Ownership-you are accountable for your actions
Restore Relationships-by getting rid of old grudges you can put all your energies to better use, and you won’t have to be sorry tomorrow that you did not do it today.
Practice Stewarship-this is service mentality. There is a great book called “Samurai Selling” that is all about this idea. Trust me, by the title I didn’t want to read it either, but I am very glad that my former boss made me! (Thanks Marcia!)
If you have the chance to see this man speak, you will not be sorry. I found myself riveted and it makes sense, he joined Zig Ziglar, Inc. in 1991 (http://www.krishdhanam.com) and I am a BIG Zig-fan, which you will read more about later on!
4. Phil Town

This guy was very funny, a quick thinker and speaker and a total walking informercial, but it takes a minute to get that idea. He started off strong by talking about selling ‘covered calls’ in the stock market and how he started from nothing as a whitewater raft guide to being a multi-millionaire and SO CAN YOU! If you just sign up for his class (a value of over $3000) and you can get it today for the bargain price of $99! WOW. He also threw out a bunch of investing jargon that I believe was meant to give him some credibility like parameter search for a stock, EPS or Earnings per Share, trend analysis, valuation analysis, MACD, and the margin of safety. He also ran a slide-show presentation that made it appear you could go to this FABULOUS website and get all these great stock buying tools for FREE, but then you realize it’s his site and you have to buy the software to make it work, which is never disclosed as being included in the bargain $99 price, or if it is extra. I will never know, I, like the rest of the persons in my generation and younger ones, are turned off by blatant selling and marketing and need to have my advertising done in a more subtle, social way. However, do not let the idea that this informercial-man will speak deter you from attending the Get Motivated seminar if it comes to your town. It is still worth it, even with him involved.
5. Tamara Lowe

Co-founder of the Get Motivated Seminar Organization was Tamara Lowe, who spoke of her past life (druggie and general ne’er-do-well) who found faith and love and is now a big winner in life. She is likeable and informative and gets the audience to like her and feel inspired. But the best part of her talk (for me) was the concept of Motivational DNA “a built in acheivement code which you are born with.” Everyone’s DNA is different and that’s why it’s harder to motivate everyone the same. Some employees, or children, or boyfriends, are easier to motivate to action with certain tools than with others. Here’s how it works:
D=Dreams : People are either Competitive or Cooperative, meaning they are either Producers (results motivated) or Connectors (relationship motivated).
N=Needs : People are need Constancy or Change, meaing they like stability (facts motivated) or variety (motivated by fun).
A=Awards : People either like Internal or External recognition. The persons are either more responsive to Appreciation (motivated by their contribution) or appreciate a Bonus (like the opportunity to receive something tangible).
She has a new book which explains this, and she was a soft-sell on the book. She also explained that she has partnered with over 30 different children’s charities and that 100% of profit from the sales of the bok will be divided among those charities. She even offered a special on the purchase of a whole case for the office. I feel she left the group with a good feeling and I may actually look into picking up the book in the near future! You can check out her site here: http://www.getmotivatedbook.com. You can also take a test to see what your Motivational DNA is; mine is CSI (Connection-Stability-Internal) I am The Supporter. Basically, I like to help everyone do their own job better. OK, I can live with that.
LUNCH TIME BREAK-Mayhem. Imagine about 14,000 trying to buy lunch at a concessions stand at the same time. I think they only ran 4-6 concession areas and no little side carts for popcorn or pretzels. I imagine about 3,000+ left and tried to go into downtown and get something to walk back with. They gave us an hour. It was an issue, as I heard several people griping that they had stood in line for about 30-40 minutes to finally reach the counter and order, just to be told that they had run out of everything but hamburgers, fries and pretzels. And the prices!?! Wow, I saw a lady pay $18 for a tiny cheeseburger, greasy half-cup of fries and way-too-big soda! What is sadder is that I didn’t see any bottled water for sale, and everything that was able to be purchased at lunch at the arena was on the list of Dr. Mindell’s NO-NO foods. Hmmmm, his credentials may be questionable but at least he got the fast food part right! Did anyone at Aramark think about this? (Thankfully I had a hidden bag of carrots…HAHA!)
6. Troy Polamalu

Because of training camp, Troy appeared Live Via Satellite, as the ticket stated he might. I saw some disappointment. I also saw that some people had brought their kids, I assume in hopes to meet Troy or Terry or whomever. I mean it’s Pittsburgh, if there’s gonna be a Steeler there, from any era, there’s gonna be some Terrible Towels being waved and a bunch of people in jerseys!
Troy was nervous and had made some notes, which he mentioned he was having trouble reading because he was so nervous and they looked like “chicken scratches”. He spoke of the opposites of humility and pride, of hard work and of the “beautiful struggle” of being willing to sacrifice something on a daily basis to be successful. He spoke of his family and his Greek Orthodox faith, and how he doesn’t really work for the Rooney’s but for his wife and his son. Troy stated that you have to make a choice between having a ‘passion for failure’ (being lazy and selfish) or having other more productive passions; those for hard work, building your skills, showing discipline, and repeating a task until you get it right. He was not a braggart and he showed solemn gratitude for what he made of himself. One quote summarized what he had to say; “Spirituality is the center of the life and everything else comes from that.”
7. Rudy Giuliani

Ok, so everyone is back from lunch, they are settled, they have seen Troy P., and they are ready to listen. This is obviously what happened because I was stunned and amazed at the quiet reverence that came over this hall as America’s Mayor spoke. I have never seen, or thought I would see, 17,000 people as silent as this group. They seemed to hang on his every word!
They were some pretty good words to hang on though. Rudy stated that leaders are made, not born, so there’s hope for us all and that for you to become a good leader you have to constantly study, concentrate and improve. You have to take responsibility for your own actions and that at some point you will need to get help from someone to get where you want to be. He also listed the 6 rules for being a good leader.
*Have Strong Beliefs-have goals, lead from your beliefs not by polls. You have to stand for something bigger than yourself and use it to guide how you live and lead others.
*Be an Optimist-people want to follow the hopes and dreams of someone they believe in. “It’s easy to find people to tell you the problem, it’s harder to find people to tell you the solutions.” Find those people and surround yourself with them.
*Have Courage and Take a Risk, but Respect Fear…it can work for you!
*Have Fun-God has truly blessed us!
*Teamwork-you can’t accomplish anything alone. You need to ask yourself ‘what are my weaknesses?’ and then go out and find people who are strong in those areas to both help you and teach you, then you learn from each other. He also said that if you ask yourself the above question and you don’t think you have any weaknesses, ask your wife, she will tell you! (He injected his speech with many little quips and anecdotes; the audience laughed and was pulled from the serious talk appropriately then quieted down quickly, so as to not miss the next point…amazing!)
*Communicate & Motivate-”To be an effective leader, you must love people and care about what happens to them.” He spoke of 9/11 and how he and his team went out into the city and found that everything was much, much worse than they had thought. It really struck him when he saw a man jump from a building many stories into the air; that man took an awful chance and was sure to perish from the fall. His team, his entire city was stunned, scared and looking to him,. He had to step up, and be there when everything was going wrong, because that’s when people need you the most. He also spoke with great respect for Pres. G.W. Bush and how he came to Ground Zero and stayed for a very long time, even though all of his advisors and the Secret Service wanted him to leave. Rudy ended on a funny story of how a huge firefighter hugged the President and a Secret Serviceman warned Giuliani, “If anything happens to him, you’re a deadman.” And he grinned and knew that it would all be okay because you have to trust people to do the right thing.
8. Zig Ziglar

I am a huge Zig-fan (as previously stated) and I have read several books. I have a copy of Selling 101 and used to carry it with me everywhere when I was in sales! here is one of my old favorites:
“When we carefully listen to the prospect’s elaborate interests, desires, hobbies and other thoughts, we are putting them in debt to us. They then have the feeling they owe us something, and consequently, they are more willing to listen to our story since we have given them the courtesy of listening to them.” This is how I intend to do my work now, and in the future.
But this was the first time I heard him speak. I was a little disappointed, but only marginally. He is 82, and was helped onto the stage by his son. It seems his son, Tom, and daughter, Julie, have taken a key role in keeping up with the ZZ brand. They both help him with the writing and publishing of more books and it’s nice to see a family all involved in the same business. Zig, who was once a bigger motivator for sales people, now seems more concerned with the ideas of making yourself successful at home, which will lead you to greater success outside of the home, no matter what line of work you do. Zig also experienced a bad fall in recent months and an explanation of that event followed. A video was presented and demonstrated some of Zig’s past motivational subjects. However, there was a great deal of talk of the Home Court Advantage, like in sports. Zig claimed he ‘brought the prettiest girl in the place,’ speaking of his wife of roughly 60 years. I think he must have done something right to not only have kept a spouse for such a long time (we should all be so lucky) but to have children who love him and respect him so much that they want to work with him everyday. Here’s some pearls of motivational wisdom from the master:
“If you get knocked down reaching for a goal, it doesn’t change the goal, just the direction you take to get to it.”
“Complaining makes problems worse, but positive response helps you solve problems.”
“People in a relationship who love each other and respect each other will have more success both at home and in their business.”
“You can have anything in life you want, as long as you help as many other people get what they want.”
“Motivation won’t last but neither do bathing and eating. But if you do both everyday you’ll live longer and smell better.”
(On a side note, Zig helped me that day on a personal level. He stated that to be successful, you must court your spouse everyday. I changed the quote slightly and texted it to my BF, Jim. He texted back a cute smile emoticon and I later got surprised with flowers for no reason! I asked, why, and he said “because I’m successful,” Thanks Zig!)
9. Paul James & Bob Kibbett
(Sadly, no pictures to be found.)
(Originally when I posted, I originally stated that all the following information was from Paul James only. I recalled later that the synopsis below was from 2 different speakers. Paul James spoke of real estate sales–no interest in that area so no review here–and how to make income in this manner. Bob Kibbett spoke on website creation and SEO. Sorry for the confusion!)
These guys were mildly informative. Once again, another soft-sell for a one-day class on how to start a website to sell stuff. The class includes a free website template so you can get your site up and going in no time. The part of the speech I liked was the brief discussion on SEO, or Search Engine Optimization. I am unsure if the class actually teaches how to do this, so I didn’t sign up (it was only $30 for you and a family member to attend). I wanted to maybe look into it after-the-fact as the class isn’t until September, but I can’t find this guy on the Get Motivated site, or by name. Perhaps this is a little iffy. Glad now I didn’t buy the class!
10. General Colin Powell

Another first for me, I have never seen Colin Powell speak. He was delightful. Funny, likeable, respectable and he has the demeanor of a true leader and a military man. He made jokes about how he didn’t miss a lot of things from being the Secretary of State, but he missed him private plan after he ‘gave it to Condi and now Hilary has it somewhere, who only knows where.’ He reminded us to never forget the people who have served us well and that education is a big priority to he and his wife, as it should be to all of us. He says the children are the future and his grandkids all want to talk to with Twitter and Facebook and email. But he doesn’t know how to do all of those things (I would be glad to teach him, for a small fee for service!) He mentioned that his grandkid said he had added him as a friend on Facebook, but Colin replied “I’m not Facebook,” to which the response came “Sure you are.” General Powell’s response was that he never signed up and he needed to look into having it removed. “But Poppy,” says unnamed gradnkid, “you have over 15,000 fans.” Actually it’s 16,740 as of 11:51 pm on Thursday. So the General is gonna leave this page right where it is. Check it out, just search for him on Facebook.
Above is just one example of many anecdotes that proved this military and political powerhouse to be endearing, human and honest. He stated the world is equalizing, becoming flatter and that the competition in the global market is good for the US. He stated that we, the US, cannot fall into the trap of trying to close our borders to those who may try to do us harm, because then we would also close them to those who will help us to stay strong; that we must stay an open country and true to ourselves, otherwise the bad guys will win. Powell also reminded us to inspire people as they self-motivate, so they will continue. “Get good followers and inspire them to acheive goals…give them a sense of purpose.” And if you give people the tools and support they need to do their job well, they will believe in you and may just follow you out of curiousity, to see how you get them out of a seemingly impossible situation.
Two other points demonstrated the need to congratulate people and compliment them when they do well, so they know they are valuable. But it is also neccesary to have standards in place, and expectations. Make people be accountable, when they are not doing their job, or just coasting on the work of others, you must get rid of the dead weight. It will inspire those who want to do a good job to continue on that path.
The day was interspersed with big door prizes, a rap-DJ-light show, soulful singing, and a dance-off. Great funny items that probably kept more attendees from falling asleep and got them talking to the strangers around them (worked for me)! There were some infomercial moments, but it makes sense because someone has to pay for this type of event; I mean, at $5 a head, or $20 for the whole office, there is no way that covered all the costs.
Bottom line: invest in yourself, network, and do right by the people around you…they will be more likely to do right by you!
Filed under: Uncategorized | Tags: G-20 Pittsburgh, G-20 protests, non-violence, peaceful assembly, Pittsburgh, Tribune-Review

(Retrieved from http://www.alleghenyconference.org/PRA/Images/Sub/PRAPost/Photos/G20.jpg)
So I’m leafing through the Trib yesterday and an article both interested and scared me. It was about protesters planning for the G-20, which will be held in the DL Lawrence Convention Center in Downtown Pittsburgh this fall. I know the way the news works, ‘if it bleeds, it leads’ and all and this story started on the front page. Protestors are organizing; some are posting plans on the web for building human barricades, handcuffing people to cars and poles in their protest efforts, tips on how to “work the media” and these people are gaining in numbers and visibility. They have created groups on Facebook and are organizing an ‘Anarchy Summer Camp.’ I understand their desires to voice their opinions, and believe they deserve the right to ‘assemble peacefully’ and let their views be known, but I have one favor to ask…
PLEASE DO NOT TAKE OUT YOUR BELIEFS ON THE PEOPLE I LOVE!
As I was reading through the article, I see that owners of area businesses and other neighborhood groups are being warned about these protestors. In 2007, some businesses in Shadyside such as Coach, The Gap and Starbucks were targeted with vandalism because they “represented corporate America,” and officials are concerned it may happen again, (Boren & Greenwood, 2009). I see that this may have made a little news, but the only people these types of action hurt is the employees of the stores that were vandalized.
DO YOU REALLY THINK YOU CAUSE ANY TRUE HARM TO A BIG CORPORATION IF YOU SPRAY PAINT THEIR EXTERIOR OR BREAK THEIR WINDOWS?
All that happens is the corporation calls the insurance company, who comes out and fixes the damage. THE ONLY PEOPLE YOU SCARE ARE THE PEOPLE WHO WORK THERE! These are just regular people, trying to go to work, make a living and get home safely to their families. In other words, they are just like you and me. So what if they work for ‘Corporate America,’ do you expect them to be choosy when keeping your job has become harder as more corporations are cutting back and closing locations?
I used to work in a restaurant Downtown, very close to the convention center. I have friends who work there…my wonderful, gentle, loving boyfriend still works there. I want him to go to work safely, and leave safely, and make it home to me. I want all my friends who still work there to go to work without the fear that they won’t make it home without incident at the end of the shift.
PLEASE don’t make innocent people who are just trying to make a living a casualty to your cause!
HEY PROTESTORS, Here’s a great idea to live by… “Protests have to be done in a way that won’t scare or alienate the average person,” says Paul Le Blanc, history professor at La Roche, (Boren & Greenwood, 2009).
Here’s some more thoughts on non-violent protestation:
“Peace cannot be achieved through violence, it can only be attained through understanding,” Ralph Waldo Emerson.
“We must forever conduct our struggle on the high plane of dignity and discipline. We must not allow our creative protest to degenerate into physical violence. Again and again we must rise to the majestic heights of meeting physical force with soul force,” Dr. Martin Luther King Jr.
“Beware of those who would use violence, too often it is violence they want and neither truth nor freedom,” Louis Lamour.
(All retrieved from Liberty-Tree, 2008).
Hey, re-read these and live by them!
References:
Boren, J. & Greenwood, J. (2009, July 11). “G-20 Protest Plans Raise Alarm.” Pittsburgh Tribune-Review.
Liberty-Tree. (2008). Retrieved July 12, 2009 from http://quotes.liberty-tree.ca/quotes_about/violence
Filed under: Uncategorized | Tags: aka-aki, digital signage, facebook, Food Service, GPS, iPhone, marketing, Pittsburgh, Spinal tap, twitter, YouTube
Digital signage, the kind that I am used to seeing at the convenience store register, is being pushed as a great way for restaurants to increase patronage. This may work better for walk-ins in high foot-traffic areas (say Downtown Pittsburgh) as it would seem that a roadside billboard would have not only a high price tag (for just one business) but also may have some zoning issues. Starmount Systems is a digital signage firm that offers solutions that may help brand promotion, can be designed to run entertainment content so that wait times seem shorter at busy establishments or peak times of day, and can also highlight new menu items, promotions or daily specials, (Starmount, 2009).
This idea could be a great addition or replacement for the standard back-lit sign, and could be changed and updated onsite quickly with little trouble. Say the chef has too much soft-shell crab on hand due to getting an amazing deal if he orders so much. The manager could take a picture of the crab special, upload it to the signage software, and add “Today only-Fresh Soft-shell crab with fries and coleslaw for $5.99!” Not only would this help traffic on a slow day (like Tuesday) but it would help get rid of perishable inventory. Now imagine that this same picture was posted on the pub’s Facebook page and Twittered? Pop-up specials like this would help to increase business in the short term, and increase goodwill with patrons in the future. Running too many specials can harm the brand value if done over a too long a period of time, but a quickly planned promotion that runs may 1-2 times per month may create a following of eager repeat diners. These persons can also talk with the company, twitter from the eatery about how good the sandwich tastes and write comments. It would also be important for a manager to get involved with the persons who order the special, letting them know that their business is important. Then it’s a win-win for all involved!
On a side note, a larger billboard-sized sign may be a great idea for several businesses in a small strip mall where the merchants are not in direct competition with one another. There are many of these types of mini-malls in PA, and I can think of a few who would benefit from forming a cooperative to get one of these signs together and allow looped mini-ads to play for about 45 seconds each.
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Spinal Tap is Back! The new album “Back from the Dead” is being released June 16th and INgrooves is handling the distribution. INgrooves is a firm that handles “digital distribution, marketing and promotions for the independent music community,” (PR Newswire, 2009). The release is being accompanied by the following promotions:
• An iPhone application with exclusive video clips, pictures and a fan wall;
• A YouTube promotion starting June 22nd where fans compete for the best fan generated music video of the band’s hit songs;
• Spinal Tap video channels with promotional clips and never-before-seen footage;
• Custom voice tones from each band member, (PR Newswire, 2009).
And if you really love Spinal Tap, you’re in for a treat…the physical CD comes with a promo video, three action figures of the band and a replica of Stonehenge!
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So you’re out and about, running errands and a friend that lives in another town is in the coffee shop you just passed. How do you know? You have Aka-Aki, a new application that turns your phone into a GPS for people in your personal network. You would both need to have downloaded Aka-Aki to your phones, which is free, and it allows you not only to meet up then but to communicate with them later. I am not sure how this works but you can watch the video:
http://www.aka-aki.com/
References:
Starmount. (2009). “Industry Solutions.” Retrieved June 10, 2009 from http://www.starmountsystems.com/industry-solutions.html
PR Newswire. (2009). “INgrooves Powers Digital Marketing Campaign and Global Distribution for Spinal Tap.” Retrieved June 11, 2009 from http://sev.prnewswire.com/entertainment/20090609/LA3007909062009-1.html
Spinal Tap Video. (2009). “Spinal Tap On: Back from the Dead.” Retrieved June 11, 2009 from http://www.youtube.com/watch?v=Qql8o1EUUsI
Filed under: Uncategorized | Tags: Arby's, coupon, fast food, Food Service, interactive marketing, mobile, ping, Pittsburgh
Click to view Arbys ad
A couple months ago I was taking Direct (Interactive) Marketing and began to notice things that I would not have noticed before the class. One in particular was a FSI (Free Standing Insert) from the Sunday Edition of the Pittsburgh Post-Gazette. Now normally I only look at a couple sections of the paper, the crosswords, maybe the Proctor and Gamble coupons booklet and the Jobs Now employment section. However, while flipping through the sale papers for Target, Wal-Mart, CVS and others I spotted an ad that made me stop. It was for Arby’s and it was an announcement for two new products; Roastburgers and Iced FruiTea. The ad seemed at the time to be a reinforcement of the TV ads that had began running a couple weeks prior.
The FSI allows the consumer to get two coupons, one for each new product, and it’s easy to redeem. Just show your phone to the cashier. It’s also easy for non-tech savvy employees to redeem as all they have to do is look at your phone and see the code. They don’t have to take down your number, as the persons in the Marketing/IT department or third-party tracking organization already have it. This cellular coupon option makes it easy for Arby’s to evaluate the success of this ad (via measurement of anticipated reach via metro-market and responses) and they also have an automatic opt-in for future marketing. For instance, I assumed that after sending the coupon via text that a second message came up asking the recipient if they want future deals and information to come through via text. The party may have to reply ‘NO” or just not reply at all if they are opting out. (I had to do this with Sprint a couple months ago.) In fact this was the case; “Participants were then asked to double opt-in for future marketing messages from Arby’s. This message read, ‘Reply YES 2 get more exclusive offers from Arbys + Charter! Mx4msgs/mo. std text rates apply. Reply YES Now!’Consumers who opted in were added to a database of names, which Arby’s will use for future promotions,” (Tsirulnik, 2009). The numbers can be tracked, more messages can be sent and those who don’t want to receive them can let the company know so.
Peter Schultz, vice president of business development at Ping Mobile in New Jersey had this to say about the campaign;
“The strategy for Arby’s campaign was to find a fun, exciting and original way to promote their new burger to their target demographic. In addition to uniqueness, Arby’s also wanted to try a medium that was easily trackable, unlike traditional marketing methods, mobile enabled Arby’s to achieve a level of trackability,” (Tsirulnik, 2009). The article referred to was on the campaign in the Alabama market and it is stated that coupons were redeemed in 250 locations with a total of more than 850 respondents, (Tsirulnik, 2009).
The technology that made this ad campaign possible was created by Ping Mobile. Shira Simmonds, president of Ping Mobile stated that “Mobile enabled Arby’s to reach out to their desired demographic and offer their customers a promotion that was targeted and relevant, while at the same time being convenient and instantly available,” (Tsirulnik, 2009).
That’s all for now…this is Rachel reporting from the SIN…OVER & OUT!
References:
Arby’s Ad. (2009). Scanned from FSI in the Pittsburgh Post-Gazette. Retrieved April 26, 2009.
Funny Arby’s Commercial. (2009). Retrieved June 1, 2009 from http://www.youtube.com/watch?v=t1rRxxMfLpY&feature=related
Tsirulnik, G. (2009). “Arby’s Uses Mobile Coupons to Generate Buzz for New Roastburger.” Mobile Marketer. Retrieved June 1, 2009 from http://www.mobilemarketer.com/cms/news/commerce/3198.html



