After Stratégies yesterday, CB News, one of the most trusted and read French advertising and communication newsletters, speaks today about Creative Feed recent win of the Wines of Bordeaux account in the United States and in Canada.

« A l’issue d’un appel d’offres, le conseil interprofessionnel du vin de Bordeaux (CIVB) a choisi deux agences pour superviser sa communication sur les Etats-Unis pour la période 2009-2011. La première, Creative Feed Inc, supervisera le marketing interactif pour 1,33 M€ HT; la seconde Selavi Inc, se chargera de l’événementiel, pour 125 000€ par an HT. »

“Following a new RFP, The CIVB (Bordeaux Wine Council) has chosen CreativeFeed and Selavi, two agencies located in New York City, to manage the promotion of its wines in the USA and Canada from 2009 to 2011. CreativeFeed will direct Bordeaux’s interactive marketing campaigns for a total annual budget of $1.33 million. On the other hand, Selavi will manage Bordeaux’s events calendar.”

Murphy-Goode winery launched a campaign called a “A Really Goode Job”
using social media and advertising on their website. The contest
recruited applicants from all over the country to submit 60 second You
Tube videos about why they would be the perfect fit for a job that
requires them to be the winery’s social media voice and subsequently
pays $10,000 a month and provides the lucky winner with a beautiful two
bedroom house in Sonoma county.

The campaign turned out to be the most publicized program in the
history of the wine industry as well as generating over 800,000,000
impressions and an estimated 19 million dollars worth of publicity
for the winery. Obviously, Murphy-Goode winery saw some advantage to
using social media as a large part of their marketing and advertising
strategy, but my question is ‘will this translate into a rise in sales for
the company?’

My opinion on social media is this: I am 23 years old and facebook
launched when I was a freshman in college. I, along with everyone on
my dormitory floor, used it to keep in contact with my friends from
high school. I still use facebook in the same manor: to chat with
friends, view pictures of their latest nightlife excursions, keep
updated on who’s dating who, and of course as a handy birthday
reminder. I am content in keeping it that way.

Twitter is a whole other story. I first heard of it at a conference about integrated
marketing at NYU about a year ago. One of the speakers asked who was
“tweeting” right now and approximately 20% of the audience raised their hands.
Out of those who raised their hand, none appeared to be under the age
of 40. She spoke the rest of the time about how businesses should be
using twitter and other social media tools to reach out and attract
attention to young people.

After conducting a quick survey of my friends, I came to the
conclusion that none of them looked at advertisements on facebook, few
of them used twitter, and the ones that did, used it because they
thought they should, but rarely actually logged on or posted tweets.
So if “young people” are mainly using social media tools to keep in
contact with old friends and despise seeing advertisements or anything
that gets in the way of their intended use, is social media the right
way to go in advertising?

It will be interesting to see if Murphy-Goode winery sees a boost in
profits as a result of their social media adventure, it certainly will
get their name out over the webosphere, but is that enough to
translate into sales?

I think a healthy skepticism is warranted until we see the long term
benefits of using social media as a method of advertising.

-Robin Bunevich, Marketing Assistant

As an intern working at CreativeFeed this summer, I initially did not know what to expect when I first started.  I guessed that I would be using some of my research skills in an advertising setting, but was not sure what types of specific projects that I would be working on at this firm. I always felt that research was something that I wanted to do and liked to do, and this summer I was given the opportunity in many different situations to test that theory out.

The first project that I worked on had me research in depth about what a Product Launch really consisted of, specifically as far as the components and goals were concerned. I could not research this term purely as a general topic, but more so how an advertising firm would tackle and implement a product launch, specifically in the technological field. I had a difficult time knowing exactly what I should be researching at first, but after talking with the staff and understanding more about what was expected I started to understand where I should be looking for information. I found case studies and checked out tech company websites so see how they launched their new products and also what mediums were used to get feedback from customers after purchase, which I found was very important.

After that initial project, I worked on a couple more that were focused on wine, specifically Bordeaux wine.  Going in I had no prior knowledge of wine, so I got some tips from the staff at CreativeFeed where to get started so that I could understand more about wines in general and then specifically French wine brands. First, I had the chance to research a number of wine companies in the U.S. and their advertising strategies by looking at ads and their individual websites. After that, my research focused on French wine brands, the different appellations, wine products, and popularity of the brands. I was introduced to a number of research tools that I had never used before to measure how popular a brand was, as well as what customers thought of brands and official website traffic as well. These tools really helped me to get a great idea of the hierarchy of brands like Bordeaux, Burgundy, and Alsace wines. I had the chance to see firsthand how these brands differed and what made them stand out.

Overall, I have learned a great deal about how to conduct a research project in the advertising field. CreativeFeed as a whole was a great experience with great staff that really helped me and guided me toward making my research projects successful as well as introducing me to the advertising field in general. I had a great time and would love to work with this company in the future.

 

Freddie Joyner

CreativeFeed Intern Summer’09

The DNA Lounge in San Francisco was quite popular on August 4th as they were hosting the first annual gdgt.com event. With the admission line wrapped around the block, there were many people eager to get in and see all of the new gadgets from companies such as Plantronics, Blackberry, Toshiba, Zune, Tivo, TeleNav, T-Mobile and a variety of other new consumer electronics companies trying to get the word out about their cool products.

Plantronics, whom CreativeFeed has been working with on go-to-launch marketing for a few of their bluetooth earpieces, was at the event too! While everyone was giving away t-shirts and pens, Plantronics gave away brand new Voyager Pro headsets! The event was an overall success for all of the companies that participated, and it was great to see who is coming out with top-notch products. Zune showed off their newest player, Blackberry gave us a sneak peek at the new Blackberry Tour, and Toshiba gave an impressive demonstration of their new HD LCD TV.

I definitely recommend going to this event next year, however be prepared to wait in line or show up early or else you’ll miss out on all the goodies they give away.

 

 

 

It pains me to see when brands spend tons of $$$ on expensive media launch budgets, only to overlook the actual in-store experience. This great article from Jon Fine at BusinessWeek helps sum up some recent attention to completing the sales chain.  http://tinyurl.com/nbow5e

Arthur adds his two cents in his posted response:

“This trend is not new but in recent years Silicon valley understood better that your customer or sales force can and will become the most powerful brand evangelist. That pushed every brand to start thinking differently on how to launch their product or even present /design their own offering…innovation resides also in the way you go to market a big media buy is great if you can afford it otherwise focus on the last mile when launching your product the return can be much more powerful.”

The different between google streets and Yellowbird is that the records video instead of photographs. The camera uses six cleverly divided lenses in order to capture every possible viewing direction. The data stream generated by the camera is impressive. By utilizing the Flash technology, the 3-D videos can be watched on 98% of all computers worldwide.

It’s very interesting you should check it out