DMK | WEEK THREE | 5%

Discussion Three: Push vs. Pull Case Studies

Objectives:

Initial Post

1.   Find an example of one of the following: 

a.   A company within your industry that is using display advertising. Note: This will require

you to search sites within your industry that have advertising space.  

b.   An effective or ineffective marketing email you received. 

Take a screen shot of the ad or marketing email, upload the image to Picasa (or similar site), and embed the image into the discussion board. A link to the image will be accepted if the embed feature is not cooperating on FSO (see screen shot tutorial).

2.   Provide a link to the landing page the email or display ad directs visitors to on the company’s website. (Note: a landing page is the page you are directed to once you click on the advertisement. This is usually not a home page, but rather a page that relates directly to the advertising message)

Response to (1) and (2)

I opted to use my Gmail account I received on August 14, 2012 from MarketingProfs entitled Email Lessons From Seinfeld | Facebook Promotion Do's, Dont's | Tablets vs. Smartphones.  The email is a daily series of messages called “MarketingProfs Today.”  The following is the image captured with Grab and uploaded to my Picasa Account.  Within the email was a banner add running the whole length of the top “Social Media:  The Full Monty.”  The call to action announces a new course offered on-line with an opportunity to click to register.    Below the ads is a list of various articles offered for that particular day.  Content changes somewhat daily while the banner campaign run daily most likely for the duration of the course.  I note they use the Seinfeld name.  This is not the first time I’ve seen the popular television series used in connection with on-line workshops.  I would imagine that this would increase clicks significantly. 

Clicking on the banner ad brings me directly to the c course sign-up option for this particular course.  I note that MarketingProfs’ main page has many tabs with offerings.  However, this click brings me directly to the course in question.  The page is very well arranged.  To the left are the typical options to create likes and follow on Facebook, Twitter, Google Plus and Linkedin.  G Plus links within main corporate pages has become much more common.  In a sense, Facebook and Google Plus seem to be competing for the same KPIs.  To be on the safe side I typically use both. 

3.   Explain why you think this message and landing page were effective or ineffective.

Response to (3)

This email campaign is effective because it runs daily and constantly refreshes the content with information that directly relates to the digital marketer’s concerns and interest.  The banner is well set with very little fluff.  The call to action is clear; the opportunity to participate is well provided.  The contents of the email are consistent with the main page’s layout and themes.  Once on the main page the option to join the seminar is directly to the right.  Further, it asks if you are already signed-up for the course and then suggests an option to gather material in preparation for that course. 

4.   How do you think this company is measuring the effectiveness of their campaign (KPI’s)?

Response to (4)

Most likely this company for this particular campaign is measure clicks to the main page and the individuals choice to sign-up for the course.  Most likely they are looking at their ROI on their email campaign v. direct searches via keywords on various platforms.  I would expect they are also measuring the number of clicks that the keyword ‘Seinfeld’ generates and how many of those click are bounces.  Perhaps they are also measuring how many visitors to the site go to other programs and options to see if this particular campaign is generating additional interests in other products and services.  I would also expect that they be following how much of the traffic is being generated on hand held devices since this is consistent with the subject of the course.  A Google search on my iPhone took me to a stripped down version of the main site of my laptop.  It immediately offered me a free download application.  They would most likely be measuring how many application downloads are generated by individuals performing a similar search.

Their logo is a white bird with symbols indicating chirping against a blue background.  Their tag is ‘Smart Thinking, Pass It On.’

I should note that ‘MarketingProfs ‘ regularly offers downloadable material in the form of. PDFs.  A keyword search ‘MarketingProfs’ on YouTube returns 262 returns. 

The site also offers a monthly newsletter that requires an email address.  Other courses are also on the clicked page with the particular class at the top. 

Finally, I notice that the moment I clicked through to the page there was a recommendation from a former participant in their program. 

Guy Kawasaki speaks on the twelve lessons he learned from Steve Jobs.

Source:  (Guy In Action)

Guy Kawasaki Explains The Art of the Start

This post is going to be about the hard work of listening and observing.  It sounds easy enough does it not?  But it is not and I am here to tell you because I did not know how to listen.  I did not know how to observe.  Perfectly wonderful lessons were placed at my door and I never bothered to bring them into the house much less open the box.  But that was then and this is now. 

I want to tell you a bit about why this post came about.  It started out innocently enough an assignment that was part of  class in business planning.  In truth, I jhave been a part of this process for many years, the most intense and enjoyable being the last year or so as a student at Full Sail University taking a masters in business entertainment.

Let me tell you why I chose this area of study.  Because for the last 30 or 40 years I have poured endless money, time, and creative spirit into what can only be described as a loosing venture.  I was on the Titanic.  It was going down.  And I was cleaning the deckchairs.  Yeah, it was that bad.  Not now.  But back then it was heavy on my heart and almost killed my spirit.  Why?  Because I did not listen, I I did not observe, I did move proactively, and I went on making the same mistakes time after time.

And that what this blog is really about.  If you are reading this you remember these words:  fail to plan and you are planning to fail.

So let’s get started shall we?  Let’s look at just some of the great entrepreneurs who know just how much work it takes to develop a solid business plan that works and—more importantly—reflects your passion, your desires, and your vision.

I have selected several on-line resources that—if you don’t know him already—has made a significant impression on me and will do the same for you.  His name is Guy Kawasaki.  He has an extensive profession business background working with the likes of Steve Jobs back in the early days of the Macintosh.  Anyone still remember that bit of creative vision that has turned into one of the most influential businesses of today’s culture?  He has run several companies involved in technology and he is presently speaking, touring, writing as well as being a major venture capitalist in his own right.

Guy has an interesting and fun approach to business.  He clarifies the tasks of the entrepreneur in a way that is succinct and fun.  He is not what I would call a traditional professional.  And this is why I read him and view his numerous TED talks and Youtube videos.  He is in fact the one who helped me create my mantra—not my tag line, not my mission—my mantra:   Creating Today’s Vision Into Tomorrow’s Reality.  

Guy Kawasaki speaks on the twelve lessons he learned from Steve Jobs.
Source:  (Guy In Action)

Guy Kawasaki Explains The Art of the Start

This post is going to be about the hard work of listenting and observing.  It sounds easy enough doesn’t it?  But it is not and I am here to tell you because I didn’t know how to listen.  I didn’t know how to observe.  Perfectly wonderful lessons were placed at my door and I never bothered to bring them into the house much less open the box.  But that was then and this is now. 

I want to tell you a bit about why this post came about.  It started out innocently enough an assignment that was part of  class in business planning.  In truth, I’ve been a part of this process for many years, the most intense and enjoyable being the last year or so as a student at Full Sail University taking a masters in business entertainment.

Let me tell you why I chose this area of study.  Because for the last 30 or 40 years I have poured endless money, time, and creative spirit into what can only be descriubed as a loosing venture.  I was on the Titanic.  It was going down.  And I was cleaning the deckchairs.  Yeah, it was that bad.  Not now.  But back then it was heavy on my heart and almost killed my spirit.  Why?  Because I didn’t listen, I didn’t observe, I did move proactively, and I went on making the same mistakes time after time.

And that what this blog is really about.  If you are reading this you rememeber these words:  fail to plan and you are planning to fail.

So let’s get started shall we?  Let’s look at just some of the great entrpreneurs who know just how much work it takes to develop a solid business plan that works and—more importantly—reflects your passion, your desires, and your vision.

I’ve selected several on-line resources that—if you don’t know him already—has made a significant impression on me and will do the same for you.  His name is Guy Kawasaki.  He has an extensive profession business background working with the likes of Steve Jobs back in the early days of the Macintosh.  Anyone still remember that bit of creative vision that has turned into one of the most influential businesses of today’s culture?  He has run several companies involved in technology and he is presently speaking, touring, writing as well as being a major venture capitalist in his own right.

Guy has an interesting and fun approach to business.  He clarifies the tasks of the entrepreneur in a way that is succinct and fun.  He is not what I would call a traditional professional.  And this is why I read him and view his numerous TED talks and Youtube videos.  He is in fact the one who helped me create my mantra—not my tag line, not my mission—my mantra:   Creating Today’s Vision Into Tomorrow’s Reality.  

A helpful blog on emerging talent and business startups seeking investors

I thought this might provide some help to those campaigning for new projects seeking investors!

http://someinvestmentopportunities.blogspot.com

An Opportunity for Team Collaboration

Source for YouTube Video

I wrote these words as part of an elevator pitch that summed up my vision of FractureCreations in 30 seconds or less.  This is not the entire selection.  It is, however, a section that I know all artists driven to success will understand in their own way.  Take from this what you will.  Use it.  And then? Pass it on of course.  

What makes me unique is my creativity in both business and creating performance pieces.  I am also very driven to stay on task giving all to the project.  Finally, I can adapt to new situations in a proactive fashion with an eye towards detail.  I have a strong vision and commitment to my professional goals.

My life experience and my Master’s work at Full Sail University has taught me that offering nothing less than my full commitment to my team is out of the question.  I can multi-task.  My strong communications skills make me an effective team leader/player. retrieving, organizing and analyzing data along with a thorough knowledge of software is natural and fun for me.

Later on I contemplated what sort of team I wanted to create to turn today’s vision into tomorrow’s reality.  First I though well they should all be exactly like me.  Then I got it.  What I want is a team of individuals with the ability to maintain their own vision and share and assist in the visions of others.

Interested in getting in on all of this and more?  Email me at William Gerardino.