Tag Archives: Apple

You should wait for the new iPad

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Image representing iPad as depicted in CrunchBase

Image via CrunchBase

While observational research should be used to help make important research observations about changes in the market it can also be used to help make informed daily decisions.

We at Newman Partnership use a lot of Apple products. We have yet to find a use for the new iPad in our daily work life, but that doesn’t mean that you haven’t found a use for it in your company. And we wanted to chance to weigh in on how this product before next month. Many people are considering buying an iPad or waiting until a new version becomes available. It is my opinion that Apple will launch a new version with possible forward facing camera within the next two months.

This is not wishful thinking but using simple observational techniques to make an informed decision.

Simply looking at the store advertising at Apple, combined with the current offers that are being emailed, one can generate a strong hypothesis about what is coming soon from Apple.

Screen image of the Nano

Image of the Nano from the Apple store in Charleston

In these images you can see how the screens in Apple’s stores show a new diagonal light reflection technique on their existing in-store marketing pieces (you can almost see it in the examples). But this reflective technique is not used on the advertising on the iPad, which would seem to be either a mistake in the marketing of Apple products or that they are awaiting releasing new marketing material until a new product was released.

Image of the iPad from the Apple store in Charleston

Newman Partnership, Ltd. isn’t trying to say that Apple’s tablet is better than other tablet products on the market, or that you shouldn’t buy an iPad if you have dire need for one. But that this is simply an example of using observational techniques in other areas of daily decision-making and how it can benefit others.

If you have other examples of observational research then I encourage you to write or post your comments here at Newman Partnership, Ltd.

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Transmedia campaign concepts

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When I first began working in Europe, my first position was that of New Business Assistant at a global PR agency based in Kensington, London. One of my first projects was for a new new business pitch (as opposed to new organic) for a large alcoholic beverage conglomerate.

The problem was that one specific brand had become affectionately known as, “The wife beater of beers.” While compiling the background research for the pitch, I came across info that a sister agency had handled the advertising rise and fall of Sunny Delight.

Wanting to be an overachiever, I called up the head of new business and asked for the agencies notes and experiences. He told me that he had actually worked on this campaign, pitching and was one of the original team members.

We became friends and one day he gave me some of the most important and brilliant advice on creating new new business. He said, “When I stated off in this agency, we didn’t really have a strategy for generating new business leads or a worldwide name for ourselves yet. To get noticed, we made a list of companies that we really wanted to work with. Then we developed entire campaign ideas behind this notion and would send it to the contact with a letter stating, ‘Hey, we don’t work for you now. But this is the quality and level of creativity that you could expect from us if we did work for you.”

In that spirit of brilliance, I have created some ideas for companies that could use Transmedia marketing to audiences to generate bi- or multi-lateral communication and advertising.

Apple – “What does the Apple do for you?” concept

Concern – Apple is a market leader and an industry changer, but it has been met with a slew of bad press as of late. From how it handled the loss prototypes to recent student posting a supposed email conversation between her and Mr. Jobs.

IdeaAbove the line advertising campaign that asks the question – “What does the Apple do for you?” – This would be a 3 part advertising/response campaign – using YouTube, TV, Twitter and Facebook to promote the ad. Invite real people to respond about what Apple does for them. The second stage would be monitoring responses and messages on social networks. The third part would be to launch a response campaign, much like Old Spice, but better. Responses would be read from industry leaders and specialists in fields that people responded in, and then the professionals could provide some of their own personal insights. These would then be broadcast over YouTube, Twitter, Digg and Facebook.

Ladurée – Youth centric print campaign for London

HeavenConcern – Ladurée macaroons are some of the most expensive treats in the world, and worth every penny. A Paris based company, Ladurée has almost always focused on exclusivity, much like all the products in the Groupe Holder portfolio. But Ladurée macaroons are still not TOM (top of mind) for macaroons in the Great Britain, and especially not with young people. A key concern with most companies are how to infuse your product with your CLC (customer life cycle).

Pêché mignonIdea – An above the line print and digital advertising campaign.
Create a renewal of cool and luxury by aligning images of Ladurée with music lyrics or humor that, much like Ladurée, has stayed the test of time.  As an emotional appeals advertising concept, it should also play to humor. The transmedia aspect could include a digitally aggregated question, “What is your favorite macaroon?” Generating interactions with audiences and providing possible content for further advertising. It could also provide important material for deciding if Ladurée wanted to accept influence from audiences about what flavors to develop or bring back the following season.

Flash and HTML – Who will be using your website?

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Having looked at a very brief overview of Flash and HTML, we wanted to shift our focus to looking creating a website design for your needs. Starting next week we will post a series of step-by-step instructions showing how to use Flash templates to create a simple design for your website.

When creating a design strategy for a website, we always ask ourselves the same questions: “Who will be using your website?

  • Are they shopping?
  • Are they a younger generation looking for videos, music or animation?
  • Are you going to use large amounts of data space for Hi-res images?
  • Is your target audience under 30, or over 55?
  • Will people be accessing your website through multiple devices (as iPad and iPhone do not support Flash)?

What do you want your website to accomplish?

  • Are Clicks Per Page (topping Google’s search list) the most important thing?
  • Are you considering linking your website to a search engine for Pay Per Clicks? Especially because a 2009 comScore study showed, “total worldwide search market boasted more than 131 billion searches conducted by people age 15 or older from home and work locations in December 2009, representing a 46-percent increase in the past year.”
  • Are you looking for business or trade relationships?
  • Do you want your clients to return multiple times or do you want them to go from your site to another?
  • Does it need to reflect your company’s corporate or boutique identity?

What is it that you don’t want your website to do?

  • Would you allow third-party advertisements?
  • Is there a certain target audience or stigma that you would wish to distance your company from?
  • Are you planning on creating your website with an agency or a web developer?

Newman Partnership, Ltd. does tend to lean towards promoting the idea of development of a landing page that supports both Flash and HTML. But for most of us of us the cost of creating both websites isn’t worth investment.

Wix.com template

Flash Template from Wix.com

If you are a small company on a limited budget then you might think about buying a template package from someone like Wix.com (Flash) or Templatemonster.com (HTML, CMS, Silverlight, e-Commerce and Flash).

HTML Template from TemplateMonster.com

HTML Template from TemplateMonster.com

Flash users – Musicians, restaurants, creative and advertising agencies, clothing designers, movies, games, illustrators, performers, retailers, local small companies, multinational companies and IT specialists.

HTML users – Retailers, trade or business to business companies, local small companies, law firms, multinational companies, IT specialists, Musicians, creative and advertising agencies, clothing designers, illustrators and performers.

There is no one clear answer of who uses which format. It is a case-by-case basis for what best fits your needs. But if you start by answering the questions above it might make the choices simpler.

Continuing with this post, NP, Ltd. will be showing how to use a template to create a Flash website. We will be using a simple template from Wix.com with some tricks on how to get the most out of your website.

Flash and HTML – S and W of the SWOT

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We thought that with the ongoing debate over Flash and HTML websites that we would take a minute give a very quick look at the strengths and weakness of both Flash and HTML when deciding to develop a website.

It is important to note that many companies do have websites with a CMS platform, CoreMedia and others, which have extensive HTML programming that reflect aspects of Flash. That being said, we thought that it might be good to see what all the fuss is about.

When deciding on a website you need to ask yourself the same question that every marketing person with a brand or client asks themselves, “Who is our target audience?” Because that answer will give you a starting block for developing and creating a website that will get you noticed. And it will make you start thinking crictially about how to be accessible by your audience.

Newman Partnership, Ltd. has created a chart that shows some of the general strengths and weaknesses for both Flash and HTML. We have been infromed, by our creative designer, that in the HTML Strengths row it should state that you can also add video, sound and image expansions.

Strengths and Weaknesses: Flash vs HTML

Strengths and Weaknesses: Flash vs HTML

Newman Partnership, Ltd.’s experience is not strictly subject to programming and writing coding, but we are specilized in developing strategies that help with being the most impactful for targeted audiences online.

Newman Partnership, Ltd.’s next blog post will review questions that we ask when designing or updating a website. And who is using which format for creating websites.

Product Placement, a short review – “The Shadow Knows”

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Poe's novel inspired later writers, including ...

Image via Wikipedia

 

Since the 1950’s product placement has been around in movies. Like all great stories, it started with an “African Queen” and some Gordon’s Gin. But it has really existed since Jules Verne’s, “Le Tour du monde en 80 jours”, 1873. Where, supposedly, shipping companies lobbied to be included in his book.

To put it bluntly, product placement is paid for time and space that is integrated into TV shows, films, podcasts or webcast and sometimes even radio programs.

Product placement lends itself to everything from a major character picking up a can and drinking Pepsi to a dialogue about a product during the movie. Like the one that transpires between Lamont Cranston and his arch-nemesis in the “Shadow.” A 1994 film adaptation of a pulp magazine character and later a US radio broadcast in the 1930’s.

Arch-nemesis: In three days, the entire world will hear my roar, and willingly fall subject to the lost empire of Shan Kahn. That is a lovely tie, by the way. May I ask where you acquired it?
Lamont Cranston: Brooks Brothers.
Arch-nemesis: Is that mid-town?
Lamont Cranston: 45th and Madison. You are a barbarian.
Arch-nemesis: Thank you. We both are.

But let us not overlook that simple product placement is just as effective as more direct product placement. For instance, in the hit TV show Psych, Shawn, the fun and wild fake psychic, uses an Apple MacBook Pro while Gus, his partner and straight man in the routine, uses a Dell PC. This also reinforces the message that Apple has been promoting with its Above the Line Advertising Campaign, AKA “Get a Mac.

These simple types of product placement might seem irrelevant but they do reinforce a subconscious message to you, the audience. Think about that the next time you go out and try to decide the type of shoes, computer, office software or t-shirt that you are going to buy.

That is about it for this post. Right now we are off to buy new White Apple MacBooks for the office. ; )