Sunday, May 1, 2011

Twenty Twelve... Brand manager from PR a joke

The Olympic “mockumentary”, Twenty Twelve is a 6 episode comedy programme running on BBC which follows the Olympic deliverance commission in the run up to the 2010 Olympics to be held in London. Siobhan Sharpe is a character played by Jessica Hynes who is the na├»ve and clueless brand manager from a PR agency who is constantly on her phone, rude and comes up with the most ridiculous suggestions; “for national heroes to be Olympic torch-bearers include Bruce Forsyth and Gok Wan, and she confuses the Poet Laureate Carol Ann Duffy with the Welsh singer Duffy.” When a crisis occurs she does not deal with the situation but merely steers around it, when the 2012 clock in Tate Modern, does not work or know how to work it or why the artist created it a certain way, just a stunt with no information.

The brand manager is shown in a bad light, for years PR has constantly needed PR for its self as the perception they have is mainly spin. Although a comedy show, it does not help the insight of PR. Do we need filters on how PR professionals and the industry is portrayed, if we are always being judged do we need to constantly do PR on top, or will the stigma always stick?

Twenty Twelve is available to watch on BBCi Player online

My Week in Mobile Pics!

"Always a Leader, Never a Follower" Monster Beats

Beats was established back in 2008 in conjunction with successful rapper Dr.Dre and Monster Cable, it has now become one of the leading and recognizable brands in the headphone and music industry mainly due to its marketing strategy that has taken place globally. Providing an excellent music experience for all in a range of affordable prices, there are also headphone in the range designed by Lady GaGa, P.Diddy and Justin Bieber. Listed below are some of the channels of communication they have used in their strategy.

  • Media- Press conferences when launching a new product, music and lifestyle magazines.

Chrysler cars and Beats partnership press release-

  • Video- Having a live youtube channel and videos on the products website online presence with the target market the videos showing how products work, press conferences, speeches by the makers but also the music videos. They also use this channel for internal communication education retailers on certain products.

  • Celebrities- have been one of the main channels of communication for beats being shown in music videos, films, being endorsed by them, product placement. They have created a lifestyle what people want a part of and experience of the brand. Most of the placements are by the creators such as GaGa, Dr Dre and P.Diddy. Many athletes also endorse the product such as football teams whilst in South Africa for the 2010 world cup.

Beats Appearances;

· Dr Dre- Kush

· Lady Gaga- Poker Face

· Lady Gaga- Telephone

· Lady Gaga- Lovegame

· David Guetta- Who’s that chick

· Far East Movement- 2gether

· Far East Movement- Like a G6

· Nicole Scherzinger- Don’t Hold Your Breath

· Will.I.Am- Check it out

· The Book Of Eli- Film

· Black Eyed Peas- Current album cover and various music videos

· Kelis- 4th July

& numerous more

  • TV advertisements- with collaborations such as HP and again a celebrities endorsement by Alicia keys.

  • Blogs- There has been many blogs written about beats headphones both positive and negative. The negative aspect being are the headphones worth the large amount of money, is it for quality or the experience of having the product which turns heads.

  • Events- Beats set up their own events such as at the American superbowl they have a Beats stage where artists performed like The Black Eyed Peas who are big endorsers of the brand. They also sponsor other events by providing free products for prizes, an example of this would be the Flavor Battle DJ Competition held i n America.

It is no doubt that Beats have had a great response from the public, and the strategy they have used has reached the appropriate target market. They also widen the target marketing by having collaborations with many other products such as laptops and cars. It has defiantly become recognizable and leader in the industry. The question that is still unanswered at the end of the day is, is it worth it?

Location Based Networking

Location based networking (LBN) is a new form and trend of social networking using the location of where you are blogging/networking from at that point in time. It is mainly used with the use of smart phones and notebooks, individuals to big corporations have stated to this way of networking. Listed below are just some of the most popular and well known uses of LBN.

Foursquare- Application for smart phones and mobile devices that uses GPS to use your location. Foursquare allows people to check into certain places such as cafes, Universities, housing and many more. When checking into these places you gain rewards and points to build your profile up and build up your ranks like a game. It also allows you to view where your friends have checked in, and who is nearby your own check in. It currently has 7million users worldwide.

Twitter- A current new feature allows your followers to see where you have twittered. It is usually a link which comes up as a map and shows your direct location. Tweeters can
opt out of using the location feature. Twitter has a registered estimated 190 million users.

Facebook- On smart phones and mobile applications FB allows you to check in to your current location and tag others with yourself, a further link allows others to see specifically where the position is. “Facebook has more than 5
00 million active users”.

LBN currently came around as the websites felt that people didn’t just want to know what was going on but where it was. There have been many negative comments about LBN arguing that it is a breach of someone’s privacy. Many companies have taken advantage of LBN giving users discounts, one that I have experienced myself is checking into a Wetherspoons chain pub and receiving 15% discount on my order. People in the PR industry think that it will take off mainly because of LBN and that it is great PR spreading the information by word of mouth but whilst doing this having to look after brand reputation as many can take advantage of this.

”According to a rather speculative report by research firm ABI Research, location-based social networks like Brightkite, GyPSii, Pelago and Loopt could reach revenues as high as $3.3 billion by 2013. The report, however, also warns that the business models might differ from what most analysts are expecting today. According to ABI research, most of these networks will make their money from licensing and revenue-sharing with network providers or handset manufacturers.”