451 Marketing's Strategize or Die Workshop Will Be Held On 10/22/09

You know about social media, you want to use social media, you have a budget for social media, but you are worried about wasting time and resources, if you don’t do it right. 451 Marketing’s Strategize or Die! Workshop can help!

October’s workshop will take a close look at several examples of both B2B and B2C companies that have used social media successfully, as well as those that have failed in using social media. The pros at 451 Marketing will provide attendees with a preliminary plan to formulate a social media strategy for 2010.

When: 8:00am – 10:00am, October 22nd
Where: The Westin Copley Place (10 Huntington Ave. Boston, MA 02116)

The workshop is free to attend and is open only to non-agency personnel.

Follow this event on Twitter with hashtag 451Strategy.

Sign up here!

Medium Regular with Milk and Four Sugars

Looking at the consumer landscape, it is easy to pick out brands that have been with us for as long as we can remember. Immediately, you might think of brands like Coca-Cola, Apple, IBM, McDonald’s and many others. Their personalities are emblazoned in our minds to the point where we can recite their popular jingles and possibly even draw their logos on paper. This is called, “unaided awareness,” meaning you have a subconscious attachment to the brand. This is due, in part, to the personal connections we have developed with these brands over the years. For example, I remember when I worked with my dad on my first summer job. I was 13, and every day, we’d wake up at the crack of dawn and head over to Dunkin Donuts. I’d get a donut or a bagel with some kind of juice. But, my dad would order a croissant and a coffee. He’d have it how he still has it to this day, medium regular with milk and four sugars.  We’d then sit in the car and talk over our breakfast until we had to punch in for work. Those moments with my dad are moments I’ll never forget, and Dunkin Donuts will always be a part of that story.

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But, how is it that Dunkin Donuts and other long-standing brands like it, has managed to stay relevant to an ever-changing audience? It is about acknowledging the past and giving credence to the present. What does this mean? When we think about brands that have been with us for decades, some for more than a century, we have to realize that they have survived amid enormous cultural change. Including different generations of evolving mindsets, like my fathers generation as well as my own. For example, when Starbucks entered the picture and fixed itself upon global domination, Dunkin Donuts did not rush out to make its brand more youth oriented by adding gradients or cleaner typography. What did the company do? It stuck with its candy colored pink and hot dog font and just added a coffee cup next to their logo. It didn’t put on airs or presume to be something it was not. Dunkin Donuts, as well as other long-standing brands, has learned to adapt, but has not forgotten itself in the process. Many brands have created a presence for themselves through social media outlets like Twitter, Facebook, etc… Does this mean they have sold out? Absolutely not, it means that they have recognized the need to continue to stay relevant to their ever-changing customer base. If you look at other brands that have stood the test of time, this ethos continues to ring true. They all stay honest to their brand and their consumers, but still manage to adapt by leveraging change as an opportunity to further interact with their customers, responding to their questions, while also reaching new generations of consumers.

Does this really make sense? To this day, whenever I need a pick me up, where do I go? Even though Starbucks may be next door, I walk the few extra minutes to the Dunkin Donuts down the block, to get my medium regular with milk and four sugars

Strategize or Die! How Fortune 1000 Companies Build Social Media Strategies

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“You know about social media, you want to use social media, you have a budget for social media, but you are worried about wasting time and resources, if you don’t do it right. Worse yet, you have heard the horror stories about social media causing tremendous damage to brands and you want to know how to avoid any potential catastrophes. This paper will take a close look at companies that have failed and what they did wrong. It will also give you preliminary steps to help you get started on formulating a social media strategy for 2010.”

Read full white paper here

451 Marketing Launches Massachusetts: It's All Here Website

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Massitsallhere.com's homepage designed by 451 Marketing

451 Marketing recently designed, developed and launched www.massitsallhere.com, a one-stop portal that provides businesses, individuals, families, tourists, and students with Massachusetts resources and connectivity to public, private, and academic partners throughout the state. The site is the central component of the Massachusetts: It’s All Here marketing campaign, a public-private partnership between the Commonwealth’s Department of Business Development, MassEcon, MassDevelopment, and the Massachusetts International Trade Council.

The new site is a collaborative web-based effort focused on retaining existing employers and attracting new jobs, businesses, and creative talent to Massachusetts. It connects a growing network of those committed to establishing the state as the destination of choice for every business, young mind and new idea considering a home in Massachusetts. The adopted model, which categorically breaks information down into Grow here, Live here, Work here, Play here, Study here, allows for easy navigation and accessibility, as well as linkage throughout the Massachusetts ecosystem. Dozens of industry groups, regional councils, agencies, and organizations throughout the state have adopted the It’s All Here logo and linked into the portal, providing the state with a common web-based resource.