Our blog is now available directly on our website. Please come visit us at http://thehalogroup.com/blog/
The Five Things You Shouldn’t Have Missed This Week: Friday, May 03, 2013
Snickers AdWords Campaign Targets Searchers So Hungry They Can’t Spell - Search Engine Watch
Lowe’s Using Vines to Share DIY Video Tips - via Mediabistro
There’s More Than Meets The Eye In This Playstation/Transformers Email - via Email Marketing Blog
101 Series: What is a Boilerplate?
It may be the most important paragraph you will write about your company. You have most likely seen it, but may not known what it was called or its origin. What is it? It is your boilerplate.
In public relations, the boilerplate is the last paragraph of a press release that describes the company product, service or brand featured. This should contain facts about the company (where are you based, what do you do, private/public, services, clients, awards) as well as some compelling information, your mission, positioning (first brand to do such and such). In the digital age, it should also contain hyperlinks to your website and/or social media profiles.
Plainly, it’s the “About Us” section that is copy and pasted onto every press release, fact sheet and any additional marketing communications materials – even on your company’s LinkedIn and social media profiles.
So where did this term come from?
The term boilerplate actually dates back to the 1800s when manufacturers of steam boilers would attach a metal plate on their boilers as a sort of trademark so people would know who made the boiler and where it was made. In the early newspaper days, they had “boilerplates” or actually printing plates for each company they covered regularly, so they could easily include the company background with stories they wrote. This saved time in the printing process. The term stuck.
Here’s an example of a boilerplate for our client, Liebherr:
Driven by innovation and characterized by sophisticated, elegant design, Germany-based Liebherr Corporation brings the best of Europe to the refrigeration category in North America. Visit www.liebherr-appliances.com to view Liebherr’s full product line of freestanding, built-in and fully integrated refrigeration and wine and humidor cigar storage units.
Check out the other installments of our 101 Series posts:
The Big East And The Importance Of Branding
Last week it was reported that the Big East, arguably one of the most well known conferences in college sports was considering selling its name. The reason for this is that the sports conference is splitting, with the Catholic Universities (St. John’s, Seton Hall, Marquette, DePaul, Georgetown, Villanova and Providence) forming their own conference. The question everyone was asking was who gets the Big East name and whom would it benefit more?
For those not familiar with NCAA sports, the Big East has a long history, specifically in basketball. Much of that history revolves around the schools now being referred to as the “Catholic 7.” In fact, only one member remains form the original lineup of the Big East conference, the University of Connecticut, while four founding members are moving to the new conference. The Big East as is stands now, spans from the East to West coasts, and North to South, no longer only focused on East Coast membership.
At the forefront of this realignment is the brand of the Big East. How important is the name? Does the name recognition carry weight? Well, yes, the brand is a big deal. There’s history, tradition, recognition around the name. The name evokes thoughts of a historic basketball conference. For a new conference, this recognition and history is key (ESPN agrees in an article titled Big East brand a win for departing schools). This is the reason that the new league will be taking the Big East name.
The takeaway here is how valuable a brand can be. Whatever your business, your branding it key. It’s your story and how people perceive you. You must build your brand. You must protect your brand. You must grow your brand. And if you need some help, we’re just a click away.
101 Series: What is Native Advertising?
There’s been a lot of chatter among marketing/communications pros in recent months involving a new buzzword for a relatively old phenomenon: Native Advertising. There’s a good chance you’ve come across this digital marketing tactic while reading your favorite blog and if done correctly, hopefully you didn’t realize that it was in fact an advertisement.
In a nutshell, native advertising is when brands pay for sponsored content on a blog. The placement takes on the look and feel of an editorial post yet it’s paid advertising. Many insiders including PRNewser’s Patrick Coffee will tell you that traditional paid media, such as banner ads are on their way out and native advertising is taking on a greater role in brands’ marketing campaigns. Not only does native advertising provide greater opportunities for brands to share in-depth content with online audiences, but it also allows publications to have more control over the advertising they feature as many write the copy with approval from the advertiser.
Buzzfeed is an excellent example of a website utilizing native advertising. Scroll down on their feed on any given day and if you look closely you’ll see posts highlighted with an unique background, noting that it’s “Presented By a Featured Partner.” Many brands are taking advantage and using native advertising on the popular site to share a message connected with their product or service such as the recent post, 14 Reasons Why You Should Be Afraid Of The Dark presented by the SyFy network.
Native advertising is not an entirely new concept. Marketers have long-since paid for sponsored content in traditional print publications better known as advertorials, however now this strategy is moving online, yet another indication that marketers are continuing to infiltrate the digital landscape.
Check out the other installments of our 101 Series posts:
The Big Money of the Big Game
Each year the Super Bowl is one of the most watched television events in the world. There’s millions of eyes on the game, and millions upon millions of dollars behind it and tied to it. A Super Bowl ad has now become the most expensive 30 seconds on TV, at more than $3.4million per spot.
There’s more to take into consideration than simply the cost of the ads though. A recent survey by Lab42 revealed the following:
- 39% of people prefer the ads over the actual game (one of the reasons we created Big Game Advertising Bingo)
- 64% said that more than half their game related conversations the next day revolve around the commercials
- 69% have re-watched a Super Bowl commercial online
- 72% believe the game commercials are funnier than “regular” commercials, while 57% consider them more creative, and 21% say they’re memorable
Clearly, there’s a lot expected of the ads, and the benefits extend both before and beyond the game. Toyota’s “Wish Granted” commercial starring Kaley Cuoco has garnered over 10.6 million views before the game, with many others reaching millions of views as well. Advertisers can also expect a 20% increase in web traffic as well.
Influence extends well beyond ads during the game. Some restaurants and bars are seeing an increase in foot traffic and orders. And the food people by for parties? Figures from 2012 show that 16 million chicken wings were sold during the game, as was 4 million pizzas (not counting frozen pizzas), while spending over $10billion on beer. Dominos pizza drivers alone will drive over 4 million miles on Super Bowl Sunday (revenue for transportation, fuel, etc.).
Advertising, food, and beverage categories are still only a small piece of the pie. There’s events, the hospitality industry for the host cities, and apparel and merchandise sales for the teams, which affects the retail industry. And of course there’s the teams themselves. Any way you look at it, the “big game” is big money, affecting in ways you might not even have noticed. So, how’s does the big game affect you?
Play the “Bigger Game” During The Big Game
TO PLAY THE 2014 VERSION OF #BIGGAMEBINGO PLEASE VISIT: http://thehalogroup.com/biggamebingo-2014-play-bigger-game-big-game/
There’s a bigger game at stake during the Big Game on Sunday. The advertising game. With sponsors spending billions of dollars pre, post and during the game and consumers wondering what outlandish entertainment the branding game has in store. And now, statistics are proving what we’ve always known to be true.
39% of people prefer the advertising to the Super Bowl game. Of those, 64% said they talk about the ads the next day.
At Halo, we play ad games every day but this one’s for you to play.
How To Play BIG GAME ADVERTISING BINGO.
1. Print out the Bingo-style game boards where numbers are replaced by the advertisers (and in some cases, potential advertisements). The center square, the Halo logo, is played as a free space. Share them with your friends, and you’re ready to play.
2. When one of the ads on your board is televised before, during or after the game, cross it off.
3. The first person to get five in a row (vertical, horizontal, or diagonal) wins.
Of course, you’re welcome to create your own unique ways to play.
WARNING: This may prevent more conventional use of commercial breaks for eating, calling home or relieving oneself.
Be sure to post your comments and board pictures using #biggamebingo on Twitter, Instagram, Tumblr, and Facebook. Download and print your game cards below.