For those still left in the office. Keep busy during the month of August!

August. Many people think of August as the month where business slows down. It’s the one time of year that everyone saves cherished vacation days for. But is this not the best time to advertise to people? All the folks on holiday spend more time reading magazines on the beach or laying in front of the T.V. then any other month of the year. Doesn’t this seem like a good time to get your ads out there for maximum exposure?

August is also a very good time to catch up on the thing you’ve been ignoring for the entire year. After all, the fall rush is coming fast. Here are some things you can do to keep you busy and your business on top of the game.

1. Re-vamp your website.
2. Update all social media profiles
3. Get started on an email newsletter that will be ready for September
4. Get your finances in order

This “slow” month has just become a time to regroup and get ready for the busy months to come.

Marena Studios

MTA may shuffle the deck with redeemable MetroCards

The metropolitan transit authority has announced that they will be selling the front and back of the metro card to advertisers as early as October. This is just a part of the new effort in raising revenue from the MTA system. As many people have probably seen by now, subway cars are being wrapped inside and out with larger than life ads. This will become more common as we head toward 2013.

Many see this new ad space as something much bigger than originally conceived. Wayne Congar and Brendan Bilko of creative and branding consultancy Mayday Mayday Mayday, believe that New York has an opportunity here to go above and beyond traditional advertising.

They have come up with a citywide puzzle including the faces of metro cards as puzzle pieces. Each card would be printed with a small piece of a much larger picture and would come together to form a billboard or window display. “We thought about how advertisers can create a campaign that changes commuters’ relationships with the MetroCard,” they explain. “Where rather than purchasing any card, they’re hoping the one that comes out of the machine is a specific one, the missing piece of a billboard or window display or artwork.” (1) Nike has already shown interest in using their giant 57th street display for the game. In Nike’s case, the MetroCard would be redeemable at Nike Town for a discount on Nike’s new products and each new piece would reveal more of the larger 57th street display.

Mayday Mayday Mayday has come up with three different campaigns that would easily fit this new marketing model. The first being that each MetroCard would uncover a show of some sort and the contributors/winners would gain exclusive access to that show. The second would be the launch of a new product and the contributors/winners would get a discount or special offer from the hosting company. The third and final campaign would include a large artwork that New Yorkers would collaborate in putting together thus creating a sense of unity amongst the city. Each campaign is ultimately in place to drive the sales of MTA cards all over the city and boost city revenues. This would be a fun, engaging way of implementing it.

Mayday Mayday Mayday may really be on to something.

1. Hutchings, Emma. “Trending Stories.” Mashable. PSFK, 1 Aug. 2012. Web. 06 Aug. 2012. .

Marketing by association: Olympic style

Every year the American people witness larger than life advertisements during our nations biggest event; the Super Bowl. Companies like Budweiser and Pepsi pay millions of dollars to get their highly budgeted ad viewed by the American population. Is this really the biggest event out there? Can you think of maybe one more that gets more viewers than the Super bowl? You got it! It’s the ever so cherished Olympic games. Once every four years, the summer games get a viewership north of 3 billion people every time they take place. With these kind of numbers, these ad spots are the most expensive form of advertising in the world, But are they the most effective?

The difference between the Super Bowl and the summer Olympiad is that marketers who advertise during the Olympics are trying to associate their brand with high moral standards, excellence, dedication and gold medals while the Super Bowl has become an advertising event in its own right. Is brand association as effective as the leaders of these companies are led to believe? All signs point to no.

The truth is that branding is mostly comprised of reputation. Consumers are not the moldable putty that some advertisers believe that they are. In reality, if Mcdonald’s burns their hamburgers or Visa provides low quality customer service, these extremely expensive association tactics are essentially useless. Now if for example, Wendy’s is the new favorite hamburger of consumers and they advertise on a different, less expensive channel, they will have a higher return on dollars spent on advertising because reputation is king. If I know the sandwich being shown on T.V. is delicious, the ad might inspire me to drive over to buy one. If I know that is doesn’t taste good, no form of association can get me to spend my hard earned dollars on it. For this reason, the association tactic of branding is not worth its weight in gold medals.

Some good advice to follow would be to take all of the money your company would spend on the XXX Olympiad and invest it in product performance and customer service. That is how your company will take the gold.