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Posts from March 2013

March 29, 2013

The tale of the tape! Apple vs Samsung (Infographic)

Could Samsung take down Apple?

Here is an interesting infographic comparing Apple to Samsung.

Follow @MBAOnline

Infographic courtesy MBAOnline.com

 

Samsung vs Apple Infographic

March 22, 2013

Creating E-Newsletters That Get Opened Every Time

March 12, 2013

Strategies around the Negative Side Effects of Pharmaceutical Marketing

It is a regular task of the pharmaceutical marketer to justify what they are doing. In a similar vein to alcohol and tobacco marketing, anything pertaining to the health of consumers will always be under the public and media magnifying glass.

 Take the case of eyelash thickening treatment, Latisse, back in 2010. Its spokesperson and model at the time was actress and celebrity, Brooke Shields – an attractive, healthy-looking woman with beautiful eyes; she is a clear choice for any marketer hoping to glamorise the product. At the time, however, the Latisse website was accused of underrepresenting a number of complaints about negative side-effects of the treatment, such as change in eye colour, hair growth in places where the treatment had not been applied and cornea infections. The issue here is that a lot of emphasis was placed on the spokesperson, Brooke Shields, and the positive aspects of the treatment, and that not enough effort was made to warn consumers of possible side effects. All drugs and treatments come with the risk of side effects, and all negative side effects are a marketer’s nightmare. Most would agree that it was Latisse’s obligation to make the information of their side-effects easier for the public to access – even though it would, no doubt, hurt their marketing campaign. This is a drawback of pharmaceutical marketing; it’s a simple as that. 

 (It is definitely worth mentioning that Latisse have addressed their previous issues and warn any users of possible side effects.) You can read more about Latisse’s side effects, here.

 It is the prerogative of any marketer to promote their product. This is marketing at its most basic level. But where is the line when people’s health is at risk? Where is the line when it is a better standard of health and wellbeing that you are selling? Dr Steven Nissen famously criticised Pharmaceutical marketing, claiming: 

 “It’s almost impossible for the public to actually parse the ads and come to their own independent conclusions.”

 Many marketers tend to disagree with Nissen’s polarised attack on pharmaceutical marketing. An acceptable middle ground can be achieved where marketing and responsibility can occur – and this almost always comes from full disclosure of any side effects or undesired results from the products. It’s even a good marketing strategy to disclose all negative side effects, as any scandal could be potentially lethal to the campaign. 

 So, with a heightened sensitivity to pharmaceutical products, what are marketers allowed to target? The answer is different depending on who you talk to. But one angle that has increased astronomically, is online marketing aimed directly at physicians. Between 2004 and 2008 there was a 20% increase in the amount of doctors that use the internet to research the best and cheapest pharmaceutical products for their patients. I have no doubt that when the results come in for 2012/13, this number will have increased exponentially. This means that a lot of pharmaceutical marketers are aware of the increased importance of online marketing and the immediate impact of their brand and logo on their websites. 

 
A great example of this awareness is Guerilla Communications’ recent handling of Rowlands Pharmacy’s ‘V’ brand. Guerilla Communications are a pharmaceutical marketing company from the North East of England. VHCSWithout attempting to glamorise or mislead its target consumers, Guerilla have been able to push the ‘V’ brand ahead by using a Scandinavian marketing principle that less is more and that neat-looking, simplistic brands stand out in the clutter of today’s marketplace. The ‘V’ stands for vitality and positively represents the range of vitamins and dietary supplements. This is an example of a direct approach to an area that pharmaceutical marketers are allowed to manipulate, and the verdict is still out as to the long-term benefits. One thing can be said, however, attention to detail at brand level is effective no matter what product you are trying to sell.

E45A similar approach can be found in eczema cream E45 (image on the right). This minimalistic brand is very memorable and the company have done very well indeed. This, in my view, is because they have put their efforts into the brand and let the quality of the product establish itself. Perhaps E45’s successful approach to branding is a guide as to the future success of V.

 Obviously E45 and V aren’t prescribed medicine, so they are a safer avenue for pharmaceutical marketers. For the strong stuff, however, the issue arises when the quality of the product is questionable. What do we, as pharmaceutical marketers, do in this instance? Do we, like the lawyer defending an obviously guilty criminal, keep quiet and ignore the doubt in the back of our minds, or do we lose business and refuse to market a pharmaceutical product of dubious quality. This is a massive question and one I hope all of us are attempting to answer. The future of pharmaceutical marketing relies upon answering this question correctly. Otherwise, it could dwindle and die in a similar way to the tobacco marketing industry.

  Med-dividerPeter Wright is an online marketing executive from Ireland, currently living and working in the North of England. Peter visited Canada on a rugby tour in his schoolboy days, and he found Canadian rugby players to be significantly bigger than Irish rugby players. Apart from an interest in marketing, Peter studied philosophy in Glasgow University and, thus, he is always keen to explore why we do what we do in the marketing world and the ethics behind our marketing practises. Writing is one of Peter's true passions, and writing about marketing makes a lot of sense for him. He hopes you enjoy his musings, or that they at least make you think a little.

Twitter: @PeterWrightMW

Email: peter.wright@mediaworks.co.uk 

 

March 09, 2013

Do You Love Your Job? INFOGRAPHIC

From our friends at FreshGigs.ca

Recently over 5000 Canadian professionals responded to a FreshGigs.ca survey that looked at what people really think about their job.

Take a look at the infographic below we created with the results from that survey. Let us know what you think in the comments and please help us spread the word by using the share buttons above or the ‘click to tweet’ below.

“Love Your Job? Compare With Other Canadians: Infographic”

 

Do You Love Your Job? INFOGRAPHIC 

March 06, 2013

Why you suck at Presenting. And how to stop it!

By Peter Mosley

Have a gander at this before you read this post …

Welcome back!

I have stood by that theory of presenting for decades. Why? Because it works. Guaranteed!

In the last few months I have again seen dozens of presentations and there wasn't a single one of them that I would say moved me, made me want to act, created some interest, nor sadly made me want to buy something. Only a couple of instances in those hours and hours of Power Point did I see something mildly interesting. (And it wasn't a chart!)

If you went to that post above, your take away should have been to be effective you have to be natural, be yourself ... and tell a story. Tell a great story.

"But I work in a boring field. The stuff I have to present is boring!"

Your audience probably doesn't think that, and moreover,  you are not boring. People are looking and listening to you. You are interesting, fascinating, unique and I have never met anyone who did not have a great story. And all of those stories are fascinating.

We all know that most of the presentations at conferences and trade shows are, in fact, sales pitches. 

So, why would you NOT take that opportunity to be really interesting? People buy from people. And those people are trusted, interesting and they deliver results. At a conference you have a captive audience of potential customers. Use it to your advantage.

Why don't you tell a story of an interesting client challenge you had? Make it a Case Study Mini-Play. What did they want? How did you strategize the solution. What happened next? Was there any tension or drama or timing issues in the delivery? How did you handle it? How did you solve it!

Here are Aristotle's Six Elements of Drama

Aristotle considered these six things to be essential to good drama.

  • Plot: This is what happens in the play. Plot refers to the action; the basic storyline of the play.
  • Theme: While plot refers to the action of the play, theme refers to the meaning of the play. Theme is the main idea or lesson to be learned from the play. In some cases, the theme of a play is obvious; other times it is quite subtle.
  • Characters:  Characters are the people (sometimes animals or ideas) portrayed by the actors in the play. It is the characters who move the action, or plot, of the play forward.
  • Dialogue: This refers to the words written by the playwright and spoken by the characters in the play. The dialogue helps move the action of the play along.
  • Music/Rhythm: While music is often featured in drama, in this case Aristotle was referring to the rhythm of the actors' voices as they speak.  
  • Spectacle: This refers to the visual elements of a play: sets, costumes, special effects, etc. Spectacle is everything that the audience sees as they watch the play.

In presenting this list has changed slightly, although you will notice that many of the elements remain the same. The list of essential elements in presenting are:

  • Character
    These are the main ideas you want to convey - less is more. And no more than THREE!
  • Plot
    The storyline. Is it seamless and linked? A solid beginning, interesting middle and fabulous ending.
  • Theme
    Tone and manner of the presentation. start big, drop down and build to the climax.
  • Dialogue
    The words you use must be powerful "speaking" words … not written words. You are an orator not a leader of a read along.
  • Audience
    Always begin a presentation from the viewpoint of the audience. What are they looking for?

I always try and guage the results of a presentation I have just witnessed. I ask others in attendance what they thought. The last conference was shocking - after one session almost all all of the responses from the other attendees went from "OMG that was awful!" to "Why do I sit through these?"

Is that how you want your audience and perhaps your potential customers to react? I know I don't.

A great presentation should end with audience members coming up to you after the session asking for more.

 

March 04, 2013

The Internet in a Day (Infographic)

The Internet is vast, sprawling, always moving and always changing.  At any given time, videos are being uploaded, pictures tagged, emails sent, and users joining any of the many social media platforms available.  People are Googling questions, millions at a time, and clicking through various websites to find the answers.  We’re shopping online, banking online, scheduling appointments online, and otherwise occupying an enormous, virtual space.  And while most of us are aware of just how much we rely on the Internet for all of our day-to-day activities, it can be easy to forget just how much is happening at once.  The fact of the matter is that the Internet never stops—in a single day, 2.4 billion users are crafting the Internet into something even bigger than what it already is.  So just what happens in the world of the Internet in a single day?  The following infographic takes a look at just what goes on in a day in the Internet.

Courtesy InternetServiceProviders.org for this Graphic

Internet Day Infographic

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