holistic nature of advertising and pr
TRANSCRIPT
Good Morning Class!
Holistic Nature of Online Brand Promotion
Chris AbrahamPresident & COO, Abraham&Harrison LLC
Email: [email protected]
Twitter: @chrisabraham (10,444) @abrahamharrison (7,143)
Facebook: facebook.com/chrisabraham (4,680) facebook.com/abrahamharrison (284)
LinkedIn: www.linkedin.com/in/chrisabraham (1,701) www.linkedin.com/companies/abraham-harrison (11)
Mobile: +1 (202) 352-5051 (SMS)
Phone: +1 (202) 657-4063
Skype: chrisabraham
Too Many Silos in Advertising & PR
Holistic Nature of Online Brand Promotion PR needs creatives and art
direction to give good gifts
Ad agencies need their own communication channels
Being beautiful is not enough online
If you build it, will they come?
Even haute couture needs word of mouth as much as marketing
Everyone needs social media because community is more than broadcasting and shouting, right?
It Takes a Village to Sell a Book PR and Advertising need A-list
bloggers
And also B-Z-list bloggers And board- and Listserv-owners
(gate-keepers) Facebook Page admins and
Twitter list-owners Publishers need social media and
communication channels
Everyone should be mining the experience and successes of affiliate marketers, SEO experts, and reputation management
There is a lot to learn from “below the fold” and below the belt
Is Integrated Something the New Black?
A couple months ago I reached out to 777 c-suite Advertising executives to ask them a couple questions
Over 175 executives agreed to get onto the phone with me
I wanted to know more about advertising
More than Mad Men, anyway
Advertising is scared shit
… and a little desperate
Is Integrated Something the New Black? I discovered quite a few things
during my call
Agencies want to become their clients' one-stop-shop
Agencies know they cannot rely on the 30-second spot Broadcasting out is
becoming less and less essential
Advertising needs Public Relations needs Marketing
Beauty needs to be Charming needs to Get Out There
I Learned a Lot from the Calls
I also discovered that it isn't all about New York any more.
The Internet allows small, distributed, and NINY* agencies and firms to compete.
Ad agencies and PR firms are good communicators and story-tellers, but what about tech?
Are the best people available in the same city as your suite of offices?
Even now, WPP and DDB and others are already distributed across cities and countries.
Some hire talent in, others outsource talent.
*Not In New York
The Advertising World is Flat
More Things I Learned from My Calls
The Internet & cell changed everything
Minneapolis is an advertising center
Lots of good agencies in the Carolinas
And Texas, and Hawaii, and Miami, etc
The barrier to entry is collapsing
Big ideas with low overhead is a reality
Fewer clients are hiring for prestige or box seats at Yankees stadium any more
Advertising is being treated less and less like “consiliere” and more and more like “contract fulfillment.”
Culture is as Essential as Brand
Speaking of Hawaii, I am from Hawaii.
Hawaii is like the Internet.
Hawaii does share 80% of its culture with the continental United States.
However, 20% or more of Hawaii's culture is unique, an amalgam of the Pacific, Asia, the UK, and the US.
Even McDonald's knows to offer Saimin; Spam, Portuguese sausage, eggs, and rice for breakfast, and the McTeri burger.
The Internet is a shared-culture, too.
However, each country, region, social network, language, and demographic can have its own sub-culture.
The Abraham Harrison Experience 35 members of the team
Spanish, English, Portuguese, Polish, and Russian teams worldwide
Over 40,000 bloggers in many topics
Topic, languages, geographic
Twitter and Facebook Pages in English and Spanish and Portuguese
AH takes over the complete campaign
National & International clients such as Kimberly-Clark, Motionbox, Habitat for Humanity, OLX, Goethe-Institut, etc
BrandsClub is 100% Portuguese and Spanish-language
Channel + Gift + Culture = Earned Media Snuggle Crème launch.
Wanted to reach out to moms.
National brand.
Over 4,000 mom blogs prepared for the campaign.
The infamous embeddable cabbage patching bear coupon!
Channels are required.
Relationships are key.
Also need the perfect gift!
Give the right gift.
Do You Have Any Questions?I have for sure become tired of slide-making so please fire away!
Merci, Danke Sehr, Gracias, Mahalo
Chris AbrahamPresident & COO, Abraham&Harrison LLC
Email: [email protected]
Twitter: @chrisabraham (10,444) @abrahamharrison (7,143)
Facebook: facebook.com/chrisabraham (4,680) facebook.com/abrahamharrison (284)
LinkedIn: www.linkedin.com/in/chrisabraham (1,701) www.linkedin.com/companies/abraham-harrison (11)
Mobile: +1 (202) 352-5051 (SMS)
Phone: +1 (202) 657-4063
Skype: chrisabraham