BDMM Quiz 10

Posted: April 19, 2012 | Author: | Filed under: SP12 BDMM4336 | Tags: | Leave a comment

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Last Quiz!

DM Ch 8 & 9

1. _________ is the practice of managing positive relationships between a brand and its publics.

2. One way to monitor buzz about your brand and its online reputation is by setting up a ________ on special terms and search words, your competition, products, services and more.

3. A______________ should be clearly balanced on both sides, with risk shared between both parties involved.

4.  In basic terms, Affiliate Marketing is practice of driving traffic from one site to another in return for _____.

5. When disaster strikes or a crisis situation occurs, in order to manage reputation brands should stay calm, apologize and always _________ in a timely manner.

BONUS:

What does IMC stand for?

DBMM Final Project Work Day #2

Posted: April 19, 2012 | Author: | Filed under: SP12 BDMM4336 | Tags: | Leave a comment
By the end of this class period students are to submit an additional two pages on any of the following, including business models and revenue information.

Digital Consumers

  • background of your consumers
  • details of consumer generation
  • traits of your consumers
  • definition of how your brand engages/interacts with consumers

Branding Efforts

  • assessment of brand consistency, look and feel across formats and media
  • examination of site metrics related to the brand
  • explanation of how your brand differentiates itself in its competitive space. (Including a competitor analysis)
  • think about brand personality and brand drivers and brand purpose

Digital Media Choices

  • examination of the marketing channels/channel mix and how integrated the messages are across the channels
  • research search/SEO methods
  • document the brands web metrics (hint: www.alexa.com) or other resources
  • any advertising information
Recommendations
  • What would you do if you were to work in the marketing department of your chosen company?
  • Is there anything they are doing well? where are the areas of improvement. Give specific examples of how marketing efforts could be improved
Business Models- Types of Models ( Source: Wikipedia)
Business model by which a company integrates both offline (bricks) and online (clicks) presences. One example of the bricks-and-clicks model is when a chain of stores allows the user to order products online, but lets them pick up their order at a local store.
Business organization or association typically composed of relatively large numbers of businesses, tradespersons or professionals in the same or related fields of endeavor, which pools resources, shares information or provides other benefits for their members.
The removal of intermediaries in a supply chain: “cutting out the middleman”. Instead of going through traditional distribution channels, which had some type of intermediate (such as a distributor, wholesaler, broker, or agent), companies may now deal with every customer directly, for example via the Internet.
Direct selling is marketing and selling products to consumers directly, away from a fixed retail location. Sales are typically made through party plan, one to one demonstrations, and other personal contact arrangements. A text book definition is: “The direct personal presentation, demonstration, and sale of products and services to consumers, usually in their homes or at their jobs.”[24]
Business model which works by charging the first client a fee for a service, while offering that service free of charge to subsequent clients.
Franchising is the practice of using another firm’s successful business model. For the franchisor, the franchise is an alternative to building ‘chain stores’ to distribute goods and avoid investment and liability over a chain. The franchisor’s success is the success of the franchisees. The franchisee is said to have a greater incentive than a direct employee because he or she has a direct stake in the business.
Business model that works by offering basic Web services, or a basic downloadable digital product, for free, while charging a premium for advanced or special features.[25]

Other examples of business models are:

Or look at other models that may help you with your analysis.
Please also consider pricing models, distribution models and revenue/profit streams for this section of your project.

Intro to PR Assignment 4: Pitching a Blogger

Posted: April 17, 2012 | Author: | Filed under: SP12 COMM2337 | Tags: , , | Leave a comment

For this final assignment students will craft an e-mail pitching a local blogger on a story about the launch of a new food truck. The food truck is called K-So Grill and serves gourmet grilled cheese sandwiches.  K-So Grill will be hosting a special Buy One- Get One Free event on May 1. The truck is located at the South Congress Food Trailer Park. This assignment is due next week.

Each student will take this scenario and develop a short, 150 word e-mail with the following information:

  • Salutation
  • Personalization
  • Link to one or two blog posts you liked or resonate with you. Tell the blogger WHY you care about their writing.
  • Show you care ABOUT THEM and their READERS. Browse their Twitter stream, read their bio, learn more about the blogger on LinkedIn.
  • Pitch or call to action. (What do you want them to do?)
  • Tell them why they should care. (How will this help them?)
  • Links to places they can find more information.
  • Your contact information and your background.

This should be very short, brief and to the point.

To start:

  1. Find your news.
  2. Develop a message.
  3. Research your list of bloggers (national, regional, local) For this assignment you just need to find a local blogger. (Check Technorati, Google Blogs or just search for local bloggers on that specific topic)
  4. Research and read at least one month’s worth of blog posts from the author you choose.
  5. Make a list of the blogs topics. Does your topic fit the model? Will readers care about your news?
  6. Find a connection with the blogger. (Did you both have the same major? Have they recently wrote about something you also enjoy? Find a connection and make it personal.)
  7. Craft your email. Be sure to include all of the piece listed above. You don’t want to come off as sales-y or too friendly so watch your vocabulary and punctuation. This should be friendly, but still formal enough that they recognize you are a professional.
  8. Send your email to andream@stedwards.edu pretending you are sending it to your local blogger of choice.

 

Based on your pitch I will grade you and give you real-life feedback as one of the following:

  1. willing to post gladly (100)
  2. willing to post but needs more information (95)
  3. willing to post but leery of legitimacy (90)
  4. maybe willing to post but generally conflicted or confused (85)
  5. how did you find my blog and get my email? (80)
  6. unwilling to post but maybe willing to tweet (75)
  7. unwilling to post (75)
  8. unwilling to post and please remove my name (70)
  9. who are you and how did you get my email address or find my blog (65)
  10. wrong topic, I don’t care about this (60)
  11. you’ve insulted me  (from Biznology How to Pitch a Blogger) (0)

You will be graded out of 100 points. Take a look at some more resources for proper pitching if you need help:

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