Love your brand product and your audience will fall in love with it too.

No they won’t was Shelley Ann’s answer in her post last April 2009.

So what does it take for them to come after you’ve created a brand and released a product?

Here’s my very short high-level list that I share with anyone who cares to know how we do things at Mavin Digital, Inc.

• Who? Know who your audience is and who you are building for.
• What? Understand the market landscape and the problem you are trying to solve. What will make your product stick? What is your secret sauce?
• Where? Map out an assertive acquisition strategy. What else are my users reading, interested in, where else do they go to get information, do we need to adjust our approach based on geographic locations and language?
• When? What are your product’s goals within 60/90/120 days? Make a tactical list and be prepared to add, delete and revise as necessary.
• How? Execute, implement and be ready to make adjustments as you learn more about your audience, your market environment and your competition.

And it works! The simple formula can be applied to small businesses, startup brands and global brands. Remember, it requires a lot of patience, testing what works and what does not and lots of TLC for your brand to be the product that resonates with your audience. Love your brand product and your audience will fall in love with it too.

As a service provider, I witness a number of areas that make it more challenging for a product to succeed. Too much too soon is a common syndrome and power play among the characters of a client group is simply not healthy for a product. The latter, in my opinion is a source for errors and costly mistakes.

Focus, KISS (Keep It Simple Stupid) and teamwork are essential ingredients in the “back-office” for a brand product to achieve its goals.

Recently, we launched a new startup brand, Just Kite It dot com. Unless you are an outdoor adventurist or are curious, the soul of Just Kite It dot com won’t resonate. So far, we’ve been receiving great reviews from our global community for version 1. We’re very excited to execute on version 2. More to come! We’ll share our progress in a case study format soon!

~ jessica valenzuela ~

How can NPS* measure advertising efficiency?

Nowadays the buzz, whether on the internet or word of mouth, is everything. Long the time where companies could talk freely to their (passive) customers on TV, meaning without opponent and without interaction.

Now customers can respond, react, interact, create a movement, inspire a brand, make you rich, ruin your marketing, help your creativity, and enhance your products.

Thanks to the new media world, not only we can participate to the global communication but we are a part of it as a daily actor, customer and proud to speak out loud.

Forums, blogs, social networks, buzz, newspapers, friends, how many of us use one of these when we need to buy something?

This is where the Net Promoter Score comes in. As a market researcher I always try to measure how people think when they face a new product or a new advertising campaign. I try to understand the promises, the services, the products, the brands but also the whole environment behind words, colours and logos.

The NPS is a very simple score which comes from a very simple question: “How likely would you recommend this brand to your friends, your family or colleagues?”

From this question you can at ease understand if someone is someone that hates your brand and will make sure that everyone he knows won’t buy your products or on the reverse if this person will push other people to get your products as fast as possible.

This simple question can be applied to any kind of products, services, marketing campaigns (do you wish to recommend this brand after seeing this new website or TV Ad..), any kind of offices, call centers, etc..

What is very important is to split the “detractors” from the “promoters”. The promoters love your brand, but more important they will fight for you in a dinner or in front of their colleagues. The detractors will do the opposite so make sure the difference between promoters and detractors is the highest possible. This is the principle of NPS.

There are some very interesting developments to add because the score is not everything. Once identified you have to act and defend your brand among detractors but also push the promoters to help you. This is why a weekly measure is so important when launching a new campaign, you have to make sure people follow you and that you didn’t create a negative buzz.

You can’t control anymore but you can measure and react. Be reactive as customers are. Learn more about NPS write jessica@mavindigital.com.

* NPS, net promoter and net promoter score are TM of Fred Reichheld, Satmetrix et Bain & Co.

~ Simon Pioche ~

Relevance to now, the Hispanic market, local markets, performance based, top-notch resources and moving digital forward are key phrases mentioned multiple times by each honoree as they shared insight into current and future strategy for their company and clients. Being that there were 30 honorees each of them offered short and succinct, yet powerful responses. Here are a few highlights:

Suzanne Alecia, President Out of Home Video Advertising Bureau. “Her one key goal: make it easier for advertisers, agencies and media companies to buy and sell rapidly growing medium.”

Jonah Bloom: How do you ensure that the industry does not break into a million compartmentalized pieces?

Suzanne Alecia: There are three key elements listening, comprehending and guidance based on the standards that we set as a trade organization.

Wanda Young, Senior Director, Digital Marketing. “One thing I really loved from my last position is that I was able to grow digital as an overall part of the marketing arsenal,”

Jonah Bloom: After six months with the national retailer what characteristics make the retailing giant a success? (Note: question is paraphrased)

Wanda Young: People are empowered and the organization’s fearlessness to drive digital forward.

Sarah Armstrong, Director Worldwide Media and Communication Operations, Coca Cola. “The work ethic of a student-athlete is something that you can’t ever underestimate,” she said. “You have to juggle multiple aspects of your life and perform at a high level in all of them…And in a team sport like volleyball, you can’t be successful unless everyone is moving in the same direction.”

Jonah Bloom: Tell us more about “value-based compensation.”

Sarah Armstrong: A shift from labor-based to value-based compensation is a mindset we are changing and taking the lead to get the advertising industry to move in the same direction. Agencies earn their guaranteed profit based on performance produced by a campaign or a program.

Jill Beraud, Chief Global Marketing Officer, Pepsico. “One reason I wanted to come to PepsiCo was because there is so much change going on,” Ms. Beraud said. “When there’s a lot of change, there’s great receptivity to doing things differently, and a great deal of openness to new ideas and new ways of thinking.”

Barbara Blangiardi, Senior VP-Creative Partnership and Innovation, NBC Universal. “It’s tricky work, devising ads and promos that, describes the them “represent a partnership between the revenue side of the company and the creative side of the company.” Not only does Ms. Blangiardi have to come up with concepts that help sell product and generate awareness, she must also weave in elements that promote the programming these ads support.

Jonah Bloom: What are marketers looking for in a partnership?

Barbara Blangiardi: Advertisers are more interested in partnership. Success metrics are highly dependent on the advertiser and their key objectives for that particular campaign.

Shari Weisenberg, VP Strategic Marketing, Sci-Fi. “Love it or hate it, Sci-Fi Channel’s much-blogged-about name change to Syfy has been the most buzzworthy cable rebrand in recent memory.”

Jonah Bloom: Why change it when it is not broken?

Shari Weisenberg: Prior to my joining the team, there were two-years of work and research already in place to change the Sci-Fi brand name. The result of Sci-Fi’s brand name change resulted in highest ratings in the network in six years. Moreover, SyFy is more aligned with imagination and not limited to a “category.”

Jeri Ward, General Manager, Marketing and Strategy, Audi. “Bringing this idea to life shows how we are nimble, bold and willing to take risks.”

Jonah Bloom: Why did Audi choose to align itself with the last Presidential Election?

Jeri Ward: The previous Presidential Election marked a big moment of change. The idea of change and progress is core to Audi. We saw the opportunity to align with what Americans can strongly identify with. Audi employed multi-tier tactics including, print, online, takeovers and television. The result 111M impressions in a day. Key learnings: change perception and make bold provocative moves.

Esi Eggleston Bracey, Vice President, Global Cosmetics, Cover Girl. “Ms. Bracey was P&’s first female African -American general manager, though she says the milestone is really about valuing diversity more broadly.”

Jonah Bloom: How donyou keep your brand relevant for now?
Esi Eggleston Bracey: Timeless. Execution is always our X-Factor. We work with a top notch team in the industry.

Marla Skiko, Senior Vice President of Digital Innovation, SMG Multicultural. “Many clients are surprised, for instance, when she tells them that Hispanic moms 36 and older outpace non-Latinas in their use of social networks.”

Jonah Bloom: What should we learn about the marketing to the multi-cultural market?

Marla Skiko: Marketers should invest in multicultural digital programs. Get in the now. There is no reason to wait. Multicultural groups flock to technology, hence creates a powerful space for multicultural channels. Be relevant and do not limit your brand’s connection to the language. Make a connection with the culture.

Martine Reardon, Executive Vice-President, Marketing. “In these kinds of times, the fast approach is to just put it all on sale,” she said. “Every now and then I have to stop myself and say, “Is this really right for the brand? Is this who the brand is? Is this what the consumer recognizes as the brand.?”

Jonah Bloom: Can you share your approach to distribution?

Martine Reardon: Macy’s is a nationally based retailer, yet closely tuned in with the customer at the local markets. Consumer behavior is different across geo markets. Geo targeting is important and helps flesh out and strike a delicate balance of our national programs that are relevant to the local markets.

Fran Hauser, President, Digital-Time Inc. Style and Entertainment Group. “We are really focused on not having the advertising be misleading to the consumer,” she said. “As long as it’s clear to the consumer that it’s advertising, then we’re fine.

Johan Bloom: Tell us more about how your editorial and sales teams are working together to bring in revenue.

Fran Hauser: Our editorial and sales teams have partnered together to develop and brainstorm on creating programs for clients. Our goal is to create meaningful business. An example includes adding e-commerce features on InStyle.com and our recently released iPhone application that provides celebrity news tracker. For $1.99 users can track the activity of their favorite celebrities.

Jenny Cisney, Chief Blogger and Social Media Manager, Kodak. “The launch of the Kodak blog was really well-planned, but I knew from the beginning it would work out well.”

Jonah Bloom: In the use of social media how do you ensure that Kodak stays focused on their message?

Jenny Cisney: Be real. Be yourself. Be transparent

Here’s a complete feature of all 30 honorees Ad Age Women to Watch 2009.

As much as a number of the honorees mentioned digital media is a big push in their organizations, not many clearly expounded on what these programs would entail from strategy to distribution channels. Two emerging media properties where mentioned a number of times, including My Space and You Tube. What about the other notable tools and technology? I am hopeful that in the next year’s Women to Watch we’ll hear more about the use of live streaming video, gaming and cross-bred web properties that showcase  editorial and user generated content at the local market levels.

I do wonder why the question and answer segment was not open mic. I can only assume that it was a communications strategy decision. Perhaps each organization wanted to make sure that statements are properly cleared by legal and management or was it a timing issue?

Regardless, it was inspiring to see women leading their organizations and clients into the new era of advertising, media buying and distribution.

Are you a woman leading your organization’s efforts in marketing and advertising? Would love to hear your insight on how your goals and strategy align with Ad Age’s Women to Watch 2009.

~ jessica valenzuela ~

A full list of workshops, networking events and conferences are available at Internet Week New York. There are so many great events to choose from so it will be tricky to juggle a consistently hectic calendar. As an entrepreneur in media and technology CaT: Creativity and Technology is certainly on top of my list.

Why Should You Attend CaT: Creativity and Technology?

• BE INSPIRED. With the BEST of the advertising creative universe gathering at CaT it will be a sumptous feast for the senses! Founders, top creatives, thinkers and technologists from The Barbarian Group, Crispin Porter + Bogusky, Organic, First Born, R/GA, and a number of award-winning creative agencies will be sharing creative case studies and evolving ideas in the space. Learning from the best is inspiring.
• KNOW WHAT’S NEXT. CaT’s agenda showcases new ways of doing things in mobile, social media, search, production and development. Being on top of innovation certainly appeals to our clientele of ad agency partners, brands and startups. It certainly establishes our credibility in the market place.
• PARTICIPATE. As part of the New York technology and media ecosystem we are more than thrilled to engage in the festivities by being present in the many event opportunities. CaT: Creativity and Technology is a full-day event that promises new ways of delivery and engagement to anyone looking for fresh ideas in furthering the use of technology through creativity.

I highly recommend adding CaT: Creativity and Technology in your Internet Week menu of activities. Learn more. I hope to see you there and let’s connect via Twitter! You can find me @mavindigital.

About CaT: Creativity and Technology

CaT is a gathering of brand creativity professionals and tech-side development companies for a discussion of furthering creativity through technology. Both conference and trade show, CaT gives creatives, producers and marketers the chance to see what’s coming next, to get the big picture from thought leaders across a range of creative and technology areas — and learn, hands-on, about the latest technologies driving the best work.

See you soon!

~ jessica

I had an aunt who used to say that if people knew what the future held, they’d kill themselves. I’m sure if I knew decades ago that I’d be freelancing someday, I’d have been terrified, if not suicidal.

After all, I’m not entrepreneurial by nature. Never wanted to be head of my own ad agency—even if it only consisted of me.

I always wanted to focus on the work—the concept, the visual, the words [if any]—not the size of my office, my next raise, or whether Jerry and Monica had concepts to show me.

But fate ejected me from the world of staff employment, so I really had to get creative. Turns out I’m a natural networker—a true believer that it pays to advertise!

Started calling everyone I knew in the business (not just the headhunters). Old bosses, creative partners, account execs, clients — even those I thought didn’t like me. Who cared? It wasn’t about friendship, it was about work. I only ruled out one guy whose disingenuousness I simply couldn’t stand, even if it meant a paycheck.

I discovered that people who interview you and spend lots of time with you never call you back.

It’s the cut and dried—even cold—characters that call you in a flash when they have a project. They’re not about politeness, they’re about results.

One particularly hot summer day, when I was still schlepping my book around on foot, I ran into an old art director friend waiting for his wife on a lonely street corner. I’d been trying to locate him for months.

Turned out he was creative director of a small but busy ad agency, and wound up giving me assignments for years. [Until they hired a junior!]

So get out there. And not just on the Internet. Talk to people in elevators. To friends and their friends. Just like when you’re looking for an apartment. It pays off: little by little, work will find you.

I could go on and on, and hopefully I will—in next month’s newsletter. In the meantime, feel free to contact Ira Sitomer if you’ve got a copywriting project!