We recently launched a new campaign for Balloon Time Helium Balloon Kits. We started the project by laying out our communication objectives, and then talked about strategies that will help us reach these goals. Sounds pretty traditional so far, right? But connecting with moms and reaching moms during the party decoration purchasing cycle has led [...]
The JELL-O Extension
When I was in elementary school, my daily lunch included four things: a turkey sandwich, fruit snack, juice box and a JELL-O Pudding Snack (preferably chocolate). JELL-O was such a staple in my childhood but during my 20's, I didn't buy JELL-O products as often. Not because I didn't still enjoy them but because I wanted to try new and exciting flavors of desserts. Capitalizing on Nostalgia
Marketers at JELL-O realized that they could capitalize on the nostalgia of gelatin and pudding, combined with the health and nutrition appeal of the products by marketing them to adults. JELL-O is now promoting their new 70-calorie Rice Pudding in three mature flavors: crème brulee, cinnamon and original. Their quick and easy desserts with sophisticated [...]
Authenticity Awarded in Healthcare Marketing
Today in the New York Times, there is a story about how hospitals are moving toward the use of real, unvarnished stories about patients in their advertising.
We couldn’t agree more. And it seems like our colleagues feel the same way, which is why we’re the fortunate recipients of several healthcare marketing awards. Great hospitals have great stories to tell We’re fortunate to work with great clients like Riverside Methodist Hospital that have allowed us to tell their stories in a real, [...]
What it means to be a storyteller
As an Account Supervisor at Fahlgren, I've been a part of several campaigns for healthcare clients ranging from small non-profits to complex health systems. I have traveled from California to New York to Ireland for my clients, and I have learned about everything from hip replacements to minimally invasive prostate surgeries to cancer treatment. All of these experiences comprise the best part of my job - telling my clients' stories in meaningful and impactful ways. The story of Riverside Methodist Hospital stroke patient Sarah Lancaster is one I'll never forget. We were in one of our brainstorming meetings with the client, which are always open and honest to uncover the best stories which in turn inspire entire campaigns. In this particular meeting we learned about Sarah who, thanks to Riverside's exceptional and innovative Merci Retriever stroke care, fully recovered from a serious stroke and went on to travel to Egypt just months later. The Power Of Storytelling
After the campaign began and Sarah’s story was out in the community via powerful television, print and web advertisements, we heard another great story — a woman who suffered a stroke went directly to Riverside Methodist Hospital. After she too recovered completely from her stroke her family asked her, “Why Riverside?” (more…)
I was killing time the other day thumbing through the Valentines Day cards at a local grocery store. (I say “killing time” because I’m cynical … and because I have no need to purchase a card since there’s no one other than my dog and he has no use for paper cards, regardless of the [...]
Committing to Commit in 2009
Inspiration for sharing ideas, opinions and epiphanies It's December 31, 2008. Almost 3pm. Almost time to go. My office is relatively clean and organized. The to-do list has been done. Despite a productive holiday workday, I can't help but regret the fact that I have lacked in being able to generate interesting, thought-provoking posts for our Agency blog. I was doing my daily reading when I came across a post by famed blogger Chris Brogan. He is, in my humble opinion, one of the mavericks (needed to get this word in one more time this year) and gurus among the many social media zealots. Anyway...his most recent post , reignited my desire to raise my voice, pass along interesting info and pose a question or two in 2009. I won't list all 27 secrets. You can do that on your own. I will say that the one point that is most important in my mind is #5.27 Blogging Secrets to Power Your Community Write something useful for people. An initial list of ideas that I will commit to writing about in 2009 include, but are not limited to: The Evolving Friendship between Web and Mobile Rise of the Engaged TV Viewer The Relationship Between Media and....Media Twitter for Rest of Us (aka tools for the non-social media maven) But you know....it's not about me. What do YOU want to read about in 2009? Curious minds and writers want to know.... Happy New Year!!!!
New Clipping Paths
I was in the Gap yesterday, scooping up the latest round of markdowns. When I got to the register, I paused and tried to recall if I had coupon for my purchase-it seems EVERY retailer these days has mailed me a coupon. Rather than make my purchase and regret it later. I had the clerk put my items on hold until I could check. I'm not the only one focused on saving money this holiday season. One of my co-workers started a holiday coupon swap; share the coupons you won't be using and swap them for ones that you can redeem. The basket is full of $10, $15 and $25 savings cards. Is anyone else "clipping" coupons? The New York Times calls coupons, "this season's must have for marketers." According to the 2008 Industry Trends Report from PromoMagazine.com, for the first time in 16 years, coupon redemption did not decline. 2007 saw a six percent increase in the number of coupons offered over 2006-that translates into 16 BILLION more coupons than the previous year. CMS, a leading consumer packaged goods coupon management company, noted that the quality of the offer (discount amount) has also increased over previous years. No kidding--$10 off ANY purchase (Victoria's Secret), $15 off of a $30 purchase (Express), $25 off of $100 (Macy's), this adds up to some serious savings. Women are responsible for most holiday spending decisions-and we are looking for ways to save. More than two-thirds of US online females surveyed in October 2008 by SheSpeaks said they would try to use more coupons and coupon codes this year, and nearly as many said they would spend more time online looking for bargains. And you know, we like to share the bargains with our friends (see coupon basket above). Two-thirds of poll respondents said they forwarded online coupons, and nearly 80% said they had shared a coupon with a friend during the past three months. Taking coupons to another level The specialty retailer Lucky Brand understands the power of the "forward" command. They've launched a consumer-generated coupon and online promotion for the holiday season. Check out LuckyBuckOff.com and try to "buck off" various holiday characters for discounts-the better you are at the game, the greater your discount, up to 30% off any one item. I can't seem to get beyond 25%, maybe I need a little more practice. (more...)
