Pampers has always been a well recognized brand. When I had my child I was drawn to Pampers for a number of reasons. First, I received a wonderful “free” package from Pampers at my Doctor’s office while pregnant. It had coupons for pampers, a copy to a parenting magazine, and a few travel size Johnson & Johnson product (baby lotion and baby shampoo). When the baby finally came along, I wanted to use Pampers. I soon discovered each box of Pampers had a special sticker with a code on it. You were encouraged to go online and enter your code to earn points. Once you earned enough points you could redeem them for toys and other items. Once you visited the website, you soon discovered the online community. You could sign-up for their newsletter, get parenting information on relevant topics. In addition, you can join their online blog, in the "village" and discussion various parenting topics and issues with other parents.
Pampers is really focused on the brand has been very strategic in its online thinking. They are able to better understand their customer, through the information received online. This information can help them target their users and understand their individual needs. Pampers is building relationships with it there customers online. They offer opportunities for customers to join the online community by enticing customers with free gifts and coupons, so that they are able to migrate online. Once online, they can click to receive coupons, or get the free newsletters. This is all part of the “brand stickiness.”

I just read a great article called Riese: as not seen on TV, by Marsha Lederman from the Globe and Mail. Riese is a Vancouver based science fiction series that is only available online. According to Lederman, the series was launched using YouTube and Koldcast. Prior to the launch a big marketing campaign was launched at Comic-Con to generate interest.

It is interesting to note that producers used a variety of marketing tools. They created Web content to promote the characters, utilized Facebook and Twitter to get the word out. According to Lederman, this was all in an attempt for producers to go “viral.”

Producers hope that using a variety of platforms will increase revenues; online sales of promotional materials (T-shirt and mug), alternate reality game, as well as developing an iPhone app. Lederman states that the producers spend about $50,000 per episode.

I guess when you think about the costs associated with a television series, including broadcasting, $50,000 seems like a good investment. I just watched the trailer on YouTube and it was good and had 139,233 views and 5 star rating. Viral Marketing and viral advertising are fast becoming mainstream. The hope is that the buzz generates lots of interest utilizing social networking, word-of-mouth and various online marketing techniques. With the increased traffic on YouTube and the additional online marketing campaigns, this may prove to be a good recipe for success.

Check out the full story using the source link below.

Source: http://www.theglobeandmail.com/news/arts/as-not-seen-on-tv/article1356071/

I was pointed to a blog on tvoParents.com today about online advertising to children. The blog post was written by Matthew J and was called “Child’s Play.” The post discusses how advertisers are marketing to kids early as young as 2 ½. It is really difficult as children at that age can’t really tell the difference between reality and fantasy. The article then goes on to talk about how a lot of online sites blend branded images with content with games and pictures, in an attempt to create brand loyalty. Kids go online and participate in games and surveys and are exposed to products that are cleverly and prominently placed. The article is a good read; check it out using the source link below.

Of course there are a few other things to take into consideration. Marketers also aim to collect information about users so that they can create customer profiles. If they understand the wants and needs of the users they can customize their ads and offer products that appeal to their users. It is inevitable that kids will go online, especially in today’s world. Parents have to be aware of what their child is doing online, and be present to offer guidance. Parents must teach their child from an early age how to discern what is real from what is not online.

Source: http://www.tvo.org/cfmx/tvoorg/tvoparents/index.cfm?page_id=221&action=blog&subaction=viewpost&blog_id=322&post_id=11298

I just heard about Disney’s new initiative called “Keychest.” The New York Times article, “Studios’ Quest for Life After DVDs,” by Brooks Barnes, talked about Hollywood companies losing revenue from lack of DVD sales. Disney aims to take advantage of digital convergence, by offering customers permanent access to digital content. The example used in the article is watching a movie on television, and then transferring that to other digital devices like an IPhone. Once the customer owns their movie they use it with various digital devices. The article infers that Disney may partner with Apple. Apparently Time Warner is also considering something similar called “TV everywhere,” which would give customers access to TV on a variety of digital devices, as long as they are a subscriber.

This is proof that companies cannot ignore digital convergence any more, and there is great pressure to be the first in the market to come up with a better solution. Consumer’s needs for a more flexible and practical approach to how they use information will drive marketers to explore new and different methods to reach their target market. Whatever the solution may be, and it sounds rather promising, it will have to be easy to use and compatible with a number of different digital devices to be successful.

The article addresses a number of other examples is well worth a read. Check it out using the source link below.

Source:http://www.nytimes.com/2009/10/26/business/media/26stream.html?pagewanted=1&_r=1&adxnnl=1&adxnnlx=1256612550-4t2mLsCqu7T vA082YCg1g

The most recent article I read was entitled, “Do you know the difference between young Canadians and Americans?” by Kristina Knight. The article discusses a recent Ipsos report, which looks at the difference between young Canadians and Americans. Advertisers understand the importance of looking at demographics and looking at the differences between cultures, behaviours and preferences. The subtle differences are enough to for advertisers to target specific campaigns towards the wants and needs of their target market.

There are some differences between Canadians and Americans. According to the article Canadians are more environmentally aware and educated than their American counterparts. They are engaged, aware and have spending power. Knowledge about this market’s likes and dislikes is money well spent for marketers.

Check out the full article using the source link below.

Source: http://www.bizreport.com/2009/10/do_you_know_the_difference_between_young_canadians_and_ameri.html

Starting December 19 there will be a new directive in the UK. A recent article from guardian.co.uk entitled “Ofcom to ban product placement in children’s TV shows from December” by Maggie Brown examines this issue. According to Brown, Ofcom has warned children’s TV broadcasters that there will be no product placement in shows that target audiences 16 years of age and younger. Brown writes that this is line with a Europe-wide Audio Visual & Media Services directive. Of course there is some worry about programs that are imported, like the American production of The Simpsons.

This move is sure to have an adverse effect on marketers, who will have to look for new ways to reach their targeted audience. Nowadays, more and more kids are using different appliances, such as cell phones and game consoles to get connect to the internet and get online. Many young people today watch their favourite shows on their digital device. Advertisers will continue to reach their market utilizing a number of different methods. Television is a great medium for product placement, but cell phones and other digital devices are fast becoming alternative forms of advertising.

This Ofcam move is a bold one; however parents will still have to be diligent as advertisers will modify their method to reach children using different avenues.

Check out the full story using the source link below.

Source: http://www.guardian.co.uk/media/2009/oct/22/ofcom-childrens-tv-product-placement-ban

Most kids are online today and are more technically savvy then most adults. However, there is still cause for concern for kids using the internet. According to a recent article I read on the Media Awareness Network website, called Information Privacy and Children, 40 % of kids online will reveal personal information to someone that they only know online. This raises a red flag. While there are many sites out there for kids, it is getting more difficult to discern advertisements from webpage content. Most kids will also register for products, complete surveys, and instant message, opening a doorway to their personal information. The article also gives some great statistics like:

· “Youth control $24.4 billion in spending and influence another $300 billion in parental spending.”

· “80% of young people are alone when they use the internet and most parents don’t know what that their kids are on-line.”

Source: http://www.media-awareness.ca/english/issues/privacy/children_and_privacy.cfm

These stats are very attractive to marketers as marketing to kids and teens can be very profitable. Companies can now collect, store and manage customer information, even if that customer is a young child. While there are guidelines out there, such as Canadian Marketing Association’s Code of Ethics, they appear to be optional.

I guess, this is still a big gray area. Parents and caregivers will have to diligent and have open communication with their children; in order to ensure that their children have a safe online experience.

Check out the full article using the source link. There are more interesting stats and information.

Source: http://www.media-awareness.ca/english/issues/privacy/children_and_privacy.cfm