LinkedIn

This week at work I was discussing my fears of graduating and the job search. She recommended I check out the website LinkedIn and said "Steph you really won't regret it, everyone is there." At first I was bit hesitant as I always am with new websites and networking tools but after reading mimegasite's article "HSMAI Debuts Event Technology Expo at Annual Tradeshow" I decided to get LinkedIn. The article focused upon HSMAI's annual Affordable Meetings Nation tradeshow and its newest addition to the show, a technology expo. Allen Blue, LinkedIn's co-founder was the keynote speaker at the event and "discussed the benefits of marketing events online via social networking sites..." As of this year the professional networking services has over 24 million registered users across 150 different industries.

The driving idea of the website is to organize a contact list of people in your business circle whom you know or would like to network with. The profile page is essentially a resume detailing your current professional position other work experience, education, honors and awards and interests. Once you have made a profile you can build "connections" with other professional individuals. Not only does the site allow you to build a strong professional network but also includes an area for job searching and "answers". The job search tool is essential, where companies can post positions allowing other users the ability to apply within the network. The "answers" feature is also very interesting; it allows people to post business related questions in hopes to survey a wide variety of professionals. One of the questions just posted is "Id like to know how people in the event industry have used social networking and viral marketing to increase their business..."

I think that this website could certainly hit it off in the event's industry and be used as a portal to connect individuals. I think that the "answers" section is a great idea if people are willing to participate; it is a convenient way to survey a target audience and get feedback immediately. Additionally, one of the best features is that you can see everyone who has been to your page. I appreciate that it is professionally targeted and does not include any of the applications other social site like facebook and myspace use, leaving it uncluttered and user friendly. I would like to continue using the site in order to see how I feel about its ability to connect people with third party individuals.

mimegasite article
http://www.mimegasite.com/mimegasite/news/article_display.jsp?vnu_content_id=1003852866

Twitter

After last weeks class I became fascinated with the Twitter service and wanted to learn more about it. Twitter was launched in 2006 and in two years has over 2,200,000 accounts registered. The idea of micro blogging is something we are all familiar with socially as the service is similar to the status updates on facebook or myspace. Twitter, although used socially, is also well positioned to be a successful marketing tool for the tech savvy consumer. For instance, Whole Foods, whose "tweets" I have subscribed to receive, update at least three times a day with different promotions. An earlier posting this week was "Bring your pooch to the Northridge Whole Foods for the Dog Days of Summer," or " Craving some Shellfish? Try this great recipe for Mediterranean Mussels (with a recipe link attached)." I think from a marketing standpoint Twitter can be very useful. Constantly updating promotions, ideas while building customer loyalty. 

I believe that Twitter certainly has a place in the meetings and events industry. This past week, fashion week in Manhattan, twitter was used by several different companies. Vogue for example, updated what runway show was happening and the location hoping to get those linked in to travel from show to show.  I feel like Twitter would work even on a smaller event scale like a trade show.  Exhibitors could update talks, speaker spots, even cocktail receptions  reminding attendees what events are available and making an event paperless. 

I do not see myself using this service for personal updates or to follow the updates of my friends but I am going to continue watching Whole Foods, NASA ad BBC. 

Google Chrome

For the majority of individuals in the professional meetings and event field a web browser may seem unnecessary to their everyday work. However, the fact of the matter is that a browser is the program used for all of out work on the internet. According to Wikipedia a web browser is “a software application which enables a user to display and a interact with text, images, videos, music and other information typically located on a Web page at a website on the World Wide Web or a local area network.” Google recognized the need for a new browser in order to cooperate with and evolve for new and upcoming technologies.

Google Chrome has been designed to be faster, more user friendly, ability to cooperate with many different web browsers, an “incognito” tab, and many other unique features. The feature of Google Chrome which will most significantly effect professionals in the meeting industry is speed. People are constantly looking to work and correspond more efficiently, in addition Chrome will make it simpler and less confusing for the individual multi-tasking to organize their work.

As far as future application of the browser the industry as a whole is moving in a direction to accept and incorporate technology into every aspect of an event. Chrome will make it more user friendly for individuals to sync different technologies and therefore enhance user capability. I think it will be a slow process for people who love Firefox, Internet Explorer and Safari to switch to a new browser. However, because many individuals love their Google search tools, iGoogle, Google Reader, etc. they will be more likely to change due to loyalty.

Jack Nadel - Earth Day

I am currently employed at a municipal bonds company, today one of the vendors I work very close with send an earth day gift bag. Jack Nadel is a company who makes and designs corporate promotional items. The goody bag, intended to remind individuals about earth day, consisted of a mini tote bag made from 100% recycled paper, pens and pencils from recycled waste, an organic t-shirt, a recycled note pad designed for the pages to be reused on both sides, a travel mug, and a book entitled “356 Ways to Live Green.” Each component of the gift came with a small badge that presented different information for instance the travel mug’s tag said “In 2006, Americans drank about 167 bottles of water each, but only recycled an average of 23 percent. That leaves 38 billion water bottles in landfills. Reuse this travel mug instead of adding to the billions of water bottles in our landfills.” The most unique part of the goody bag was a 60 watt fluorescent light bulb, its box said “The brightest ideas are taking on a new shape,” and included questions to test your IQ on going green and carbon foot printing.
Jack Nadel put together a phenomenal marketing campaign; it was successful for many reasons. First of all corporate social responsibility is an ever growing trend in business. If organizations can show they care about a cause individuals are more likely to buy into their product. Secondly, the earth day bag was a fantastic treat and a great way to thank lucrative business partners. Finally, the company was able to show case their products and the many creative ways to do so.

Pinkberry

Maintaining a healthy lifestyle and Americans embracing Asian culture are two trends growing rapidly in New York City. Also growing rapidly is the newest frozen yogurt chain which embodies both of these trends, Pinkberry. The chains concept is “swirly goodness. It’s frozen yogurt reinvented to create an experience that indulged the senses.” Within the last year three Pinkberry franchises have opened within walking distance of the New York University community including St. Marks, Gramercy, Spring Street, Greenwich Village and Chelsea. The chain first was introduced in Korean town where it was incredibly successful and quickly infiltrated several different areas of Manhattan.

Aside from WOM (word of mouth) the company has been successful in being promoted by American Express for being one of the first small businesses to receive a plumb card. Their most successful campaign however is a small postcard at each of their locations. The card is simple made from a heavy stock and very glossy, it has a tiny picture of the product, store hours and website. The postcard reads “present this coupon for one free topping.” I think this is a clever campaign because if people enjoy the product they will return for a second try or even pass the coupon among friends creating further word of mouth. Because the product is so simple and easily duplicated I believe it is important for them to build customer loyalty and incentives for consumers to enjoy the product time and again.

Races

As a runner I participate in New York Road Runners organized races weekly. At each of these events there is a massive amount of marketing not only for NYRR but for event sponsors and partners. In a recent race however, a new and unusual marketing campaign was used. A man running in only briefs, tube socks and sneakers on a 35 degree misty day was participating in the race. Painted all over his body was his website thenakedauthor.com. Author Jason W. Mitchiner is trying to publicize his first novel “Full Moon Rising.” Other public stunts Mitchiner has pulled include sky diving and creating a reality television show of himself online. His running the race was clearly successful because not only did I check out his site as soon as I returned home but because each runner he started near began a conversation about why he was doing what he was doing and wouldn’t he freeze before the race begun. Although I did not purchase his book I have spread the word about the bizarre marketing stunt and generated traffic to his personal website.

Wall*E

Walt Disney and Pixar have teamed up again to produce another animated film. Their most recent venture Wall*E is about a robot designed to perform a specific task in a garbage dump after many years he falls in love with another robot. Disney/Pixar’s advertising campaign was ingenious because it cross marketed several of their different products. The first advertisement aired during the super bowl with Woody and Buzz Lightyear from Toy Story sitting in front of a TV discussing the newest character, the ad then proceeded to a clip of Wall*E and further commentary from the Toy Story Characters.

Disney is well known for cross marketing in all mediums possible. I found that this campaign however was not as obvious. Buzz and Woody represent the first very successful film produced by Disney/Pixar and having two familiar and loveable characters introduce a new character is very clever. Further marketing campaigns feature only Wall*E and has created a significant amount of buzz.