Tag Archives: Newman Partnership Limited

What was I talking about? Oh right, global marketing.

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Newman Partnership, Limited has been hitting the lecture circuit with the new some experiences and concepts. We have been talking to CEO’s and directors of marketing all the way to new students.

Currently, we are on our way to Seattle to get away from all the work that we have been doing. But last week one of our team gave a speech, at the Capital City Club about what he has learned about global marketing, and how European marketplaces differ from US markets. Sloan Newman has worked in several areas of the marketing mix including; advertising, digital marketing, events and public relations, and he has a brain that never stops looking at marketing and how different cultures and products advertise to different audiences. He is going to share some of his thoughts and insights from his recent speech to a board of different senior marketers.

I am now on my way as a professional speaker, in all honesty, I laughed at my friends when they joined the Toast associations when we were in school. But I have been told that I have a decent voice, and I do like to engage with audiences. When I was asked to discuss what was going on in the digital market place in Europe, I thought that it would be a simple discussion about how Europe has different attitudes towards website design. However, when I walked into the designated hall I saw that my sign for my discussion said, “Global Marketing.” With four years abroad working in marketing, I am aware of different attitudes towards marketing and advertising, but I am not qualified speaker on Global Marketing. But if I have learned anything from the mentors in my life it is that if you aren’t fully aware of what is going on then you ask the audience and ask them to fill in the blanks.

In this case, I did try to reinforce some important differences that exist between England, France and Germany and how those differ between the US and each of these countries. However, I have included some of these differences below as well as the audio from the meeting. I would appreciate any insight that you guys could offer.

In the United Kingdom, the messaging is direct and is usually used with aspects of emotional appeals.  The United Kingdom is very stringent about how and what can be said in their advertising and at what times of the day certain messages can be carried on their televisions.  And with Ofcom, the independent regulator and competition authority for the UK communications industries, they can pull and fine companies who provide improper advertising.  English humor is very specific and can easily backfire if not done properly.  As of this week it is a growing place of opportunity for agencies that specialize in product placements in television. The integration of mobile phone marketing is also much more effective than in the US.

In France, visualization is a key aspect to French marketing. Much like Japan, advertising in France is more about the visual imagery more than the messaging.  This is truly a market where sex sells.  And creativity is growing in the digital community due to large investments in infrastructure.  While France was slow to embrace the possibilities of Internet, it is now ranked 24th in the world to be ready for the Networked World (Hutchinson, Harvard).

Germany is the market place that I have found that most reflects the United States.  They are English friendly and much of the print and above the line advertising marketing techniques do follow and mirror American techniques. That means that informational selling points and rational decision-making are a common technique for marketing in Germany.

I have also included the audio from the discussion, which you can download here. speech_08_03_11

The beginning of a long travel begins with a small decision – a call to arms for Transmedia Research

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The beginning of a long travel begins with a small decision – a call to arms for Transmedia Research

For the past six-months I have asked myself, ‘Is Transmedia storytelling a popular phenomenon or does it have a lasting effect for people using social media?’ We, at Newman Partnership, Ltd. realize that the best way to confirm if this true is to do some research.
One of my favorite ways to pass an already busy afternoon.

The New GenerationOur research will attempt to discover if: 1) Are people actually retelling stories that they see in new ways or expanding on previous stories – either from entertainment or popular advertising – or engaging when commercials ask you to send in your stories or ask for your insights? And 2) are these heavy and/or light users of social media. We are attempting to discover if people are becoming more involved in the transmedia process? And if light users of social media are growing in their usage of storytelling.

What is Transmedia?

“Transmedia storytelling is a technique of telling stories across multiple platforms and formats.” – Wikipedia Definition

Transmedia marketing is an emerging marketing technique developed to interact with audiences across multiple forms of marketing to develop brand and product awareness.

Transmedia campaigns encourage audiences to engage in the marketing process by mixing social media with classical marketing techniques.  It is a conversation between the marketing department and the target audience.  This conversation is created when the company provides opportunities for the audience to develop or recreate the original story under new narratives. And it is not simply a top-down corporate advertising or marketing campaign but a combination of top-down and grass-roots bottom-up.

Who are we looking for?

The Important InformationI am looking to interview men between 16-35 years of age. Who are using social media in some form on a bi-weekly rate.

If you are interested, or think that you have information that would be interesting to this research then please don’t hesitate to contact me directly at sloan@newmanpartnership.com.

What will it cost you?

If you just drop me an email to asking to participate in this research, then I will add you to our contact book and contact you in the next few weeks about completing questionnaire online. The questionnaire will only take about 10 to 15 minutes, and your answers will prove invaluable in the future.

In the coming weeks, I will also be approaching several Transmedia agencies to see if they might be interested in becoming involved in this research. If you are an agency, then please contact me to find out more.

Where will the interviews be?

Interviews will be conducted using an online research technique, and face-to-face interviews will also be conducted when possible.

What will your time mean?

By contributing to this research you will be helping to discover and better understand how people are using the social media to influence stories and advertising. It is my hope that this initial research will help to draw enough conclusive lines to encourage a quantitative research in the future.

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.

“Put your money where your mouth is,” or “Shut-up and drive!”

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It seems unfair for an agency to tell people that they create digital marketing communications without having something of their own to show that. That is why we have tried to create a clean, direct website for clients to see who we are and what we do. Too often we see many of the large global agencies let their websites run wild with too much information and too little real content. That is why we have taken a simple mentality to creating the Newman Partnership, Ltd. site. It tells the simple truths; this is who we are and what we do.

Step 1: What do you stand for?

Audience, SWOT and Maslow

We began developing our layout by thinking about what defined the Newman Partnership, Ltd. We are a 10-year-old company that was created by Lloyd (Larry) N. Newman, a public relations pioneer in issues management and crisis management and was a former partner in a global public relations firm. Our primary focus is digital marketing communications and social media. Our other areas of specialty include market research and public relations crisis management.

As a boutique agency we rely on a large network of talented people that we can bring in on a per-project basis. This means having some of the best independent minds who know their specialty better than anyone and who work from different countries around the world. it also means world-class talent at a fraction of the cost for the client.

Nielsen Norman Group

the Nielsen Norman Group

To reflect this in our website we created a message that was youthful and a color scheme that is inviting. While the website has several fun aspects it still creates a professional cleanness for companies who want to work with us.  We also considered layout for effective content from the F-Shaped pattern for web users.

Step 2: Are you talking to me?

Once we had defined who we were, and how we wanted the rest of the world to see us, we needed to focus on our audience. Our target audiences include automotive, arts, technology, fashion and health-care/cosmetics groups looking to maximize their digital presence while trying to decrease their costs.

When we begin working on any project we start with the same question, “What is the core of your business? And how do you want to let people know that you are there and get them to notice you.” Because Newman Partnership, Ltd. is not only about getting noticed but also making a lasting impact.

Step 3: What are the rest of you thinking?

The Newman Partnership, Ltd. website

The Newman Partnership, Ltd. website

A smart director always buys his competitor’s products. When designing our website we also looked at what our competitors are using. We created an abridged version of the FCB model and how other boutique advertising and communications agencies defined themselves via their websites.

Agencies tend to define themselves using either emotional or rational reasons. Since we consider ourselves a highly creative agency, we chose to focus our website on a combination the emotional appeals of working with a smaller agency with the rational appeals of working with an agency that has a powerful professional history.

Newman Partnership, Ltd. website is now online, and we are available for projects and new clients.

Coming Soon!

Next time we will discuss the first 3 things that you need when you start creating your website.