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August 2009

American Café Culture

There are eleven tables in this urban coffee shop.  Seven of them are occupied.  All seven have laptops open with people typing away on various tasks.  Five of the tables have cell phones visible.  All of them are advanced PDA models.  Three users are working on their phone and computer simultaneously.  All seven tables are ignoring the television and radio.  The average age looks to be about 35.  There is a range of clothes and jewelry that ranges from expensive to college casual.  Here is the target audience for most marketers in a single room. 

How can anything but cross media applications reach these people?

Adland’s version of Sex and the City

Here is a quote from Britan's The Independent Media section (Monday, 17 August 2009) worth sharing about a made for web show that is really a long commercial.  The call outs are added.

"It is  a sign of the media times, and a blueprint for the sort of advertising packages we can expect to see more of over here: content-led, media-rich and ad agency not required. Advertisers don’t want off-the-peg advertising spots any more. They want bespoke, multi-media deals built on content that is tailored to their brand’s market and message and amplified across different media channels.

Not for nothing is the US media company behind The Broadroom called Meredith 360. Meredith publishes almost 200 magazines, owns 12 TV stations, controls 32 websites and publishes over 300 books. Its 360 division packages up audiences across these myriad assets to sell to advertisers. Media owners here have tried similar cross-media sells, but it’s not yet an established advertising pattern. The sum has rarely been greater than the parts. But don’t imagine that, say, Rupert Murdoch’s media interests aren’t moving towards this sort of cross-media (and cross-border) deal-making with advertisers. It will come.

And TV on the internet is where it’s all going: it’s cheaper and less messy than the old broadcast route, with none of those annoying broadcast rules about things like product placement to comply with, and you don’t even need to convince a commissioning editor that anyone’s going to watch the damn thing. So advertisers are beginning to exploit the ease of access and lower entry costs to bring their own ad-funded shows to the web.

Now, ask an advertising agency about this sort of long-form commercial content, and they’ll have their sleeves rolled up before you’ve even finished the question. We can do it, they’ll say. Just let us at it. But, deep down, ad agencies know it’s not really their game. The TV production industry is better placed to make this sort of content for advertisers, if only it could bear to become more aggressively commercial.

So Maybelline is not using an ad agency. It’s using Meredith and American production company Co-Op TV. Anyway, there aren’t many writers like Candace Bushnell tucked away in your average creative department. And the beauty of doing this sort of venture with a media owner is that Maybelline can leverage the ready-made audience of More! magazine readers and exploit its deal with Meredith to leverage off-line promotion for the show. Expect more examples of advertisers working direct with media owners to create new cross-media ad-funded content models."

This process does not require a media conglomerate and a major consumer goods manufacturer to execute.  The cross media world is avaialble to anyone with a few thousand dollars of ad spend.

The Keys to Custom Web Applications & Marketing

JFM Concepts has created custom cross media e-commerce applications for start-ups and the Fortune 20. Our experts have designed both business to business and business to consumer applications for firms such as Marriott, California Closets, Thermospas, Pet Intact, Life Extension, Gold Eagle and Nordyne. 

Here are a few things we have learned. 

Understanding the Goal

Every client has different needs and expectations. JFM Concepts uses its extensive experience to help prioritize requirements. Based on a comprehensive project analysis the functional requirements of the project are created keeping budget and ROI at top of mind.

A Clear Plan of Action

The planning phase is the most crucial element of any JFM project. A realistic development plan is created based on the functional requirements. Implementation is prioritized to produce results. All projects are fully scalable and are designed to upgrade to the next iteration with minimal effort.

A Strong Foundation

The original functional blueprint will serve as documentation for the project and required web applications. This documentation will serve as a record for any future modifications on the code, allowing other programmers and web designers to make modifications and enhancements as necessary. Formal planning and functional blueprints ensure things are well documented.

Putting the Plan to Action

The JFM team creates websites and applications using the latest web development software. This allows for rapid and scalable development both now and in the future.

For websites, the pages are first constructed in a general form. Menus, headings, basic text and functions are added allowing us to test drive our new site. A functional web site will emerge as work continues. Through feedback and testing we will fine tune the operation of the site together.

Keeping Current

Ongoing updates and marketing can be provided after the site has been deployed. Critical operations such as monitoring traffic and return on investment would be completed regularly. A reporting system that puts the success of the month's activity into relative context is used to evaluate performance. Changes can be made as necessary.

For a free consultation, contact us.

Tradeshow Presentation for Cross Media

James Michelson recently spoke at TS2 at McCormack in Chicago.  The standing room only crowd included marketers, trade show suppliers, and commercial printers who specialize in this vertical.  The session covered how to integrate 9 media channels into one lead generation campaign without breaking the bank.

To request a copy of the presentation, please contact us.

James will next present the key note at Cross Channel Marketing 2009 in Toronto on Oct 14th.

Using data and business logic to drive ROI

JFM Concepts specializes in helping our clients develop comprehensive marketing and business strategies to improve response rates, generate leads and drive sales. Our projects implement cross media marketing plans with comprehensive business logic. JFM remains vendor and technology neutral, utilizing a provider model that allows virtually any system to be incorporated in the strategy.

Making Every Communication a 2-Way Conversation

The true power of cross media marketing is to create opportunities for two way conversations with potential and current clients. By driving visitors to the web and personalized landing pages we can create a cost effective and automatic mechanism for collecting data. PURLs (Personalized URLs) can be used to identify visitors and serve variable content.

Active Data Collection

By asking specific and direct questions of identified web visitors we can gather data and save that information for later use.

Passive Data Collection

Tracking what links a web visitor selects provides a strong indication of their areas of interest and firms can use that information to tailor future touches.

By collecting as much data on visitors was possible, firms can make touch points more relevant to the recipient. The more relevant the communication the better the results.

Multi-Channel Development - A Quick Case Study

As part of the marketing and operations for the New York City Tea Party on April 15th, organizers used JFM Concepts and VDP Web® to generate a useable database of grass roots supporters and volunteers in addition to providing an effortless registration platform. A custom designed landing page provided information and links via a static URL. The web address was broadcast for three days prior to the event on one AM radio news station, Apple 970 AM.

The most powerful part of this and any "broadcast to web" program is that the radio spots generated hundreds of opt-ins for both the event and email, phone & SMS-text alerts regarding this event and upcoming efforts. The data was immediately available to organizers for additional action, including fundraising and additional community action.

Cross Media for Online Companies

When marketers think of cross media, they generally start with a traditional business and consider how to incorporate email, landing pages, and PURLs into the traditional marketing mix. The need to get into cross media marketing is as important for web businesses as is it is for traditional brick and mortar establishments. JFM Concepts can help online businesses make the difficult leap into traditional marketing.