This soon-to-be-pulled Eska Water TV spot in Canada is a great example of "multicultural" advertising gone wrong.

Heard on NPR: How multicultural advertising is now the norm. Michele Norris interviews Jimmy Smith, creative director at TBWA/Chiat/Day, and Roberto Orci, Association of Hispanic Advertising Agencies chair-elect and president of Acento ad agency.

Click this link to play the multicultural advertising interview.

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Of the seven new features covered here, it seems like the Gyroscope will have the most impact on marketing as there are myriad ways to use it to deepen a marketing experience.

For example, imagine a brand sponsors a citywide treasure hunt where you use your iPad2 to collect clues around town. You could even share the experience as you’re doing it via the front and rear cameras.

Or going to the local mall with your iPad2 and being able to create a video wish list at your favorite store that tags items as you move in 3D space.

The possibilities have my head, er, spinning. (Sorry, I had to say that.)

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“Brands spend inordinate amounts of money in ensuring that they are communicating with their consumers in the correct way, spreading the right message and encouraging those customers to think about the brand in a positive way and transacting with them.

Conversely, affiliates are not necessarily worried too much about what the consumer thinks of the brand, as long as they still buy something from them.

Brands wish to control the messaging that goes out and affiliates wish to adapt it to suit their own means.”

So, how to keep these two from working at cross purposes? Here’s what they conclude:

Brands should set guidelines but give affiliates latitude.

While they shouldn’t be allowed to lie about products or services, affiliates must be given flexibility to adapt the message, within reason, in order to produce sales. Brands should set a rough set of guidelines for affiliates to use and then allow them freedom.

Brands should create a plan to manage their image when working with certain types of affiliates.

Working with some affiliates, particularly those known for discounting, many brands fear that they lose control of discounting themselves and their messaging. Whatever positive image is created by the discount, the credit goes to the affiliate, not the brand. The danger in removing yourself is lost revenue and sales volume.

Like the author, I believe that the question should not be whether to appear with these affiliates, but how best to manage your appearance on these sites. Creating an affiliate strategy is at the heart of it.

So does affiliate marketing damage your brand? It can. But like all marketing and sales initiatives, the answer lies in actively managing your campaign, asserting your objectives and seeking to work in partnership.

Source: Latest Lead Generation content from Econsultancy

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A Top Team Is Key to Growth – Entrepreneurship.org
(tags: entrepreneurship management entrepreneur)

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