Blog o' RAMA

Brandjam the RAMA Way

We hosted brand expert, Marc Gobe, yesterday, at the Riverside Convention Center. He was marvelous!

The focus was introducing a new concept to marketing - that of the Brand jam (in honor of his book, which was given to every attendee). In other words, more minds at the table create more opportunity to touch customers with an emotional message. A true jamming session. Can't you just hear the music?

I polled the RAMA board and got some immediate responses. Here are the two questions I asked, with answers from our illustrious president, Denis Caysinger, and from one of our program chairs, Katharine McMahon.

I asked, "What was the biggest/best take-away idea you got from the presentation?

And, "Will you be sharing your experience from yesterday with co-workers and business colleagues? How?"

Denis said, I was surprised how much he he uses market research, while at the same time understanding the limitations of research.  Their agency has a really good process to uncover insights at a much deeper level than most agencies are ever are able to do.

I've already talked to one of my co-workers and told her she should have been there to hear the talk.  All of the information about social networking, emotional connection, etc. is something she would have been very interested in.  Her loss!

Katharine said, "The integration of supliers/vendors into the brandjam and how that can amplify the results."

I have already given the book to a couple of people who couldn't attend, and I sent the link to the blog interview to a couple of my clients.

Marc Gobe Talks Brandjam and Emotional Branding with Yvonne DiVita

Enjoy this short discussion with Marc Gobe discussing Brandjam, his book...and his concept (think jazz) before his appearance in Rochester, NY on Sept. 27th. In a world that has come to embrace citizen input in marketing, Gobe talks about the emotional reasons why.

Details on the luncheon event here.

MP3 File

Marc Gobe author of Brandjam In Rochester

Author Marc Gobe says, "Design is the new advertising," over on his book page at Allworth Press. While studying emotional intelligence is not new, using emotions to drive the economy - and brand your company - is brand new, for marketers, business leaders, consumers, and designers.

On September 27th, RAMA will showcase Marc Gobe at the Riverside Convention Center. Join us to learn how to connect emotionally with your customers through design. Marc will be using the metaphor of a jazz "jam session" to help us understand how to create a melody with our marketing that will connect emotionally to our customers. PLUS...YOU GET A FREE BOOK!

WHEN: Thursday, September 27, 2007 11:30 AM - 1:30 PM

WHERE: Rochester Riverside Convention Center: 123 Main St. E.  Rochester, NY 14604

FEES:   Members:         $40.00
           Non-members:  $60.00
           Students:          $30.00

Table of 10:                $550.00

RSVP by Friday, September 21

For sponsorship opportunities please contact Gabrielle Bedewi

Click this link to register today.

Avatar Promotion Gets Kids Back-to-School In Style

Since it's back-to-school week for most all students in the Northeastern part of the country I've been writing about back-to-school promotions on my blog, Donna's Promo Talk. This one in particular I thought I'd share with you here.

Taubman Malls has become the first user of an "Auto Photo Technology" developed by a company called Oddcast which turns any digital photo into a talking avatar. Taubman has created a Find Your Go microsite that's targeted specifically to students to help them "Find Your Go, Get Schooled in Style". On the homepage they have an "Intro to Avataring" (This is the first time I've seen the word used as a verb, so we may be on to a new addition to the Web 2.0 language). Anyhow, visitors to the microsite are invited to upload a photo...avatar it...style it...then record a message. Once their Avatar is complete they can then email it to parents and friends and also publish it to their MySpace page. It's really pretty cool.

So, I went to the Avatar Yourself page and created one myself using one of their default Avatars. I customized it a bit first changing the hair color, background and clothing. Then you can record your own voice message, type a message for the computer to speak or pick one of the prerecorded messages. I picked the message that humorlessly tells parents this isn't really me, but why I need this back-to-school stuff to succeed in school. I then emailed it to myself and here's the link if you want to check me out. They also have a bunch of download designs available such as MySpace Skins, badges and wallpapers.

Now the key objective is for the kids to create their wish list and get their parents to view it. Speaking of parents, they also have a section For Parents to "get the back-to-school 411 for you and your kids". It gives parental guidance on what's the trendiest back-to-school items and offers both parents and the students a chance to voice their opinions by voting on featured products. It can inform them to what's on sale at which mall and also gives them an intro into "Avataring". So, all in all this is a pretty cool promotion and website.

"Students, particularly teens, like to be heard and this talking avatar and trend poll are two ways for them to voice their thoughts," says David Goldberg, Taubman Vice President, Marketing and Sponsorship.

To launch the avatar program, many of Taubman's shopping centers will host in-mall events that feature Pixman -- people equipped with LED screens suspended over their heads via a backpack-like device. The head-turning Pixman will walk among shoppers educating them about the avatar program, directing traffic to center court. There, teams will hand out FindYourGo lip balm and show visitors how to create their own avatars onsite from the center's avatar kiosk or from home.

"Taubman is ahead of the curve. This deployment is a perfect example of digital and nontraditional coming together for an innovative and inspiring campaign that empowers and entertains shoppers," says Adi Sideman, CEO of Oddcast. "The students are going to think it's cool and the parents will be wowed.  It's the perfect viral marketing mix."

Unfortunately we don't have any Taubman shopping centers in the Rochester area. Maybe Eastview Mall should take notice to this promotion to attract more kids and teens.  Anyhow, the avatars will be available online through October, so be sure to check it out.