Category Archives: marketing

How MTV Markets To Millennial Recruits

Reason #847 I love the internet: Meeting the president of MTV (in person!) with a single tweet.

  Stephen Friedman and I–life is unreal sometimes.

With the MTV Movie Awards airing later tonight, it’s the perfect time to take a closer look at one of the quintessential brands for 12-34 year olds.Early last month, I heard about  MTV’s first Boston recruiting event for summer interns and new graduates only. Considering MTV’s significance to previous generations and the fact that they are undergoing a major strategic repositioning to reach millennials, I had to be there! Thanks to Twitter and the amazing people at MTV Insights, my dream came true and I got the inside scoop.

Here’s how MTV, a channel reaching 100 million millennials, branded itself to young employee-hopefuls (like me!).
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What We Really Think: 8 Products Millennials “Won’t” Buy in the Future

Yahoo! Finance recently re-posted an article by 24/7 Wall St. entitled “Eight Products the Facebook Generation Will Not Buy“. As a member of the Facebook generation, I decided to weigh in on which of these products I think millennials will phase out and which ones will stick around. Continue reading

Dr. Scholl’s and The Right Way to Do Print Advertising

Most marketing experts these days will tell you that the best way to reach millennials is through the internet. And most of the time, they’re right. Sometimes though, you just can’t beat an old-fashioned print ad in the right place at the right time.

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Showing Not Telling: Why This Columbia Commercial Works

It hasn’t been a cold winter in Boston this year, but I remember it was last year. Snowbanks as tall as cars! I could have used a Columbia jacket right about then. Even if I wasn’t going as crazy as the people in this commercial.

[youtube.com=http://www.youtube.com/watch?v=sKd3kTMDSIk&feature=results_video&playnext=1&list=PLBEEFFE078499D745]

What I like about this commercial is that it focuses on showing, not telling.  Columbia could have explained how the omni-heat technology worked, asked someone famous to appear in the commercial, or quoted customer testimonials.  But instead, the company showed me. And you know what? I bought it. Their jackets are so warm that you can make a snow angel in a bikini. What more proof do you really need?

Thanks for reading and Happy St. Patrick’s Day! Hope you’re wearing green. Lindsey Kirchoff

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Self-Deprecation in Advertising: How Kotex Campaign “Gets” Me

Who wants to watch a commercial about tampons? Not me. Usually. But I love what Kotex did with this ad.

It gets me. Even more than those wizards at end.

Advertising for feminine hygiene products can’t be an easy job. Almost every woman needs them, but 99% of them don’t want to talk about it.  In honor of International Women’s Day tomorrow and all the women’s health buzz in the media lately, I want to talk about how Kotex is doing some really cool things. Cool things that helped the brand pass the billion dollar mark just last month. Continue reading

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How The Oscars Didn’t Market to Me–And Why That’s Okay

For the Oscars this year, my family and I decided to have a little competition.  In a ballot, we guessed who would win for each award category and whoever got the most correct guesses would get the $20 pool.

They get an Oscar, we get $20. Sounds about right.

Out of the 24 awards presented, the final scores at the end of the night were… Continue reading

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What We Really Think: Annonymous Reviews vs. Personal Recommendations

Anyone can do research on milllennials. But what we’re actually thinking? For that, you’d need to ask one. In the “What We Really Think” posts, I compare what the market research says I do to what I actually do. How close or far-off are they?

First up, how do millennials weigh online reviews from strangers to friends’ recommendations? Let the research/life experience battle begin!

Everyone knows that social media influences millennials’ purchasing decisions, but did you know that they just as likely to be swayed by anonymous comments on a company website?   According to this eMarketer report, twentysomethings rely just as much on strangers on the internet as they do their friends and family when it comes to getting the scoop on a company. In fact, they actually favor anonymous comments on a company website slightly higher than their own friends and family. Ouch.

Here’s what the data says.

I know you like this restaurant Aunt Sara, but proudfoodie86 only gave it two stars so….maybe next time?

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The Lunch Table Analogy 2: Putting Theory Into Practice

Yesterday I suggested you identify your ideal lunch table and target your efforts there. Not sure what I’m talking about? Check out this article first, then come back to me. Today, I’m going into how small groups advocate big change and concrete ways you can engage your lunch table.

Once a brand saturates a market, people tend to take it for granted and forget to ask how it got there in the first place. Usually, a small number of innovators work to inspire action in a larger group.  In his book The Tipping Point, social psychologist Malcolm Gladwell names this phenomena “The Law of the Few” which he explains, “in any situation roughly 80 percent of the ‘work’ will be done by 20 percent of the participants”.

You can never go wrong quoting Malcolm Gladwell.

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The Lunch Table Analogy 1: Why You Need to Get Specific About Demographics

Last night I attended an online networking event for bloggers through Brazen Careerist. I found it incredibly helpful and got some great advice. As a very recent blogger (happy 1- week birthday blog!), I thought I would be doing a lot more asking questions than answering them. However, a few questions were asked of me over and over.

“Where do people your age hang out online?””How do I attract a younger audience through my blog?”

These are great questions! It makes me excited that people out there are asking them. However, there’s more to it than that. The truth is, the college student and twentysomething demographic is huge. According to the US 2010 Census, there are 21.5 million people in the US between the ages of 20-24. When your only qualification is “young” or “college student”, you might be thinking too broadly. It all depends on who you are and who you’re trying to reach.

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Three Most Interesting Articles About SOPA

The internet was abuzz this week to protest SOPA and PIPA. I’m sure everyone saw the ubiquitous Google infographic, shut down Wikipedia page and blacked out webpages on January 18th. Even though these tactics seemed repetitive, the strategy made sense. After all, the goal was to get a singular message out to as many people as possible.

However, now that the dust has settled, I’ve decided to isolate the three most interesting articles that had a fresh take on a (deservedly) saturated subject. Click on the title of each section to read the article referenced. Continue reading

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