Victoria's Secret held a webcast of its annual fashion show to promote its brand and increase sales. It implemented a large marketing campaign using TV, print, and online ads targeting both male consumers and investors. The webcast was hugely successful, receiving over 1.4 million viewers and generating significant increases in website traffic, sales, and stock price. It demonstrated the potential for interactive online marketing.
This is a course that I prepared and delivered as a guest lecturer for the Media Ethics Course at Indiana University- Bloomington. The purpose was to examine the many challenges PR practitioners face in trying to communicate truthfully, avoid crises, and promote transparency in all their stakeholder relationships.l
Every traditional agency today has a digital arm. Whether acquired or home grown, digital is no longer an option but a ‘must have’ skill set. How does this translate into an ‘integrated’ way of working for traditional agencies. Creative heads are the gate keepers of work in traditional agencies. Whether it is a pitch or a campaign presentation, how does this integrated approach work for traditional agencies. Is it truly integrated – one team meeting the client and not a mainline team and then a digital team within the same agency? Does the mainline servicing team lead the relationship with digital experts embedded into the brand team?
This is a course that I prepared and delivered as a guest lecturer for the Media Ethics Course at Indiana University- Bloomington. The purpose was to examine the many challenges PR practitioners face in trying to communicate truthfully, avoid crises, and promote transparency in all their stakeholder relationships.l
Every traditional agency today has a digital arm. Whether acquired or home grown, digital is no longer an option but a ‘must have’ skill set. How does this translate into an ‘integrated’ way of working for traditional agencies. Creative heads are the gate keepers of work in traditional agencies. Whether it is a pitch or a campaign presentation, how does this integrated approach work for traditional agencies. Is it truly integrated – one team meeting the client and not a mainline team and then a digital team within the same agency? Does the mainline servicing team lead the relationship with digital experts embedded into the brand team?
With the explosion of marketing data now available to the C-Suite, the KPIs used to measure marketing performance have evolved to be more focused on revenue and pipeline. While marketing has (mostly) risen to the challenge and delivered metrics more in line with what the C-Suite is interested in, corporate communications and PR are largely still delivering the same awareness metrics they have been for years.
Brand monitoring technology has finally evolved to the point where awareness can be tied to those same performance metrics.
On-Demand Link: http://info.newswire.ca/CNW-Brand-Monitoring-for-the-C-Suite-LP-On-Demand.html?LSP=20K&LS=CNW-Webinar&LSC=Brand-Monitoring
Brand Monitoring: Delivering Actionable Business Intelligence to the C-Suite
On-Demand Link: http://info.newswire.ca/CNW-Brand-Monitoring-for-the-C-Suite-LP-On-Demand.html?LSP=20K&LS=CNW-Webinar&LSC=Brand-Monitoring
Reviewing the current state of Social Media, how to use Social Media and Social Networks for businesses purposes. Social Media Marketing and PR 2.0
http://extanz.com
Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...iStrategy
Discover how Social Media and Online Social Networking are transforming our business and personal lives. Presented by Nick Holmes a Court, Executive Director/Founder of Buzznumbers during iStrategy Sydney 2010.
Building a PR Campaign for the Digital WorldAJ Gerritson
451 Marketing workshop presentation delivered on 2/3/2011. Presentation details the stated of today's media, digital public relations tools, steps for building an integrated campaign, and several case studies.
Social Media Marketing for Real Estate Professionals v2.2Ryan Shaughnessy
Women's Council of REALTORS - Metropolitan St. Louis Chapter - January 2011 Business Resource Meeting - The Art of Marketing You - Presented by Craig Kaminer / Twist (St. Louis, MO)
Gumtree - Using social intelligence to add value to TV sponsorship Brandwatch
Using social intelligence to join conversations and create unique content - MyCleverAgency shared Gumtree’s determination to present the brand as the true stars of Celebrity Big Brother, by promoting the various ways Gumtree had shaped the series.
IfNet Neutrality existed back then we would have had no chance to put together our multicast network
unfortunately when Yahoo killed it, it stayed dead. To this day there is no multicast network that rivaled what we did in 1999 for content
With the explosion of marketing data now available to the C-Suite, the KPIs used to measure marketing performance have evolved to be more focused on revenue and pipeline. While marketing has (mostly) risen to the challenge and delivered metrics more in line with what the C-Suite is interested in, corporate communications and PR are largely still delivering the same awareness metrics they have been for years.
Brand monitoring technology has finally evolved to the point where awareness can be tied to those same performance metrics.
On-Demand Link: http://info.newswire.ca/CNW-Brand-Monitoring-for-the-C-Suite-LP-On-Demand.html?LSP=20K&LS=CNW-Webinar&LSC=Brand-Monitoring
Brand Monitoring: Delivering Actionable Business Intelligence to the C-Suite
On-Demand Link: http://info.newswire.ca/CNW-Brand-Monitoring-for-the-C-Suite-LP-On-Demand.html?LSP=20K&LS=CNW-Webinar&LSC=Brand-Monitoring
Reviewing the current state of Social Media, how to use Social Media and Social Networks for businesses purposes. Social Media Marketing and PR 2.0
http://extanz.com
Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...iStrategy
Discover how Social Media and Online Social Networking are transforming our business and personal lives. Presented by Nick Holmes a Court, Executive Director/Founder of Buzznumbers during iStrategy Sydney 2010.
Building a PR Campaign for the Digital WorldAJ Gerritson
451 Marketing workshop presentation delivered on 2/3/2011. Presentation details the stated of today's media, digital public relations tools, steps for building an integrated campaign, and several case studies.
Social Media Marketing for Real Estate Professionals v2.2Ryan Shaughnessy
Women's Council of REALTORS - Metropolitan St. Louis Chapter - January 2011 Business Resource Meeting - The Art of Marketing You - Presented by Craig Kaminer / Twist (St. Louis, MO)
Gumtree - Using social intelligence to add value to TV sponsorship Brandwatch
Using social intelligence to join conversations and create unique content - MyCleverAgency shared Gumtree’s determination to present the brand as the true stars of Celebrity Big Brother, by promoting the various ways Gumtree had shaped the series.
IfNet Neutrality existed back then we would have had no chance to put together our multicast network
unfortunately when Yahoo killed it, it stayed dead. To this day there is no multicast network that rivaled what we did in 1999 for content
9. Promotion on broadcast.com - Audio Gateway ads and billboards Pop-up link to event page and 30-second audio promo spot by Supermodel Tyra Banks
10. Online Marketing: Newsletters broadcast.com’s newsletter reached over 400,000 web users Victoria’s Secret sent reminders to thousands who had pre-registered
13. Marketing Tactics: Investor Relations Supermodel Stephanie Seymour and Grace Nichols, President and CEO of Victoria’s Secret rang the closing bell at the NYSE on the day of the Fashion show.
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19. Press Coverage: New York Times Worldwide Internet audience figures like these have only been associated with prime time national television programming. It shows the incredible global drawing power of Victoria's Secret and the limitless potential of the Web,"
20. Press Coverage: USA Today Online “ More than 1.5 million cyber surfers tuned into the Webcast of the Victoria's Secret fashion show, company officials said Thursday.” USA Today
23. "For 1 million people to move to a completely different medium is unprecedented....We're thunderstruck with customer response." Ed Razek, Chief Marketing Officer, Intimate Brands Client Quotes
24. Client Quotes ``The success of our marketing campaign….exceeded our wildest dreams.'’ “ It’s the best money we ever spent.” Ed Razek Chief Marketing Officer Intimate Brands
25. Client Quotes “ Our event on February 3rd would not have been possible without the planning and execution of broadcast.com…” The result - a world-record setting Webcast event that went off without a hitch -speaks for itself” “ I know as we work together in the future, we will continue to rely on broadcast.com for the best in streaming video expertise in the business. Kenneth Weil Vice President, New Media Victoria’s Secret