marketing strategies

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Marketing #1 Rule: Be True To Who You Are

February 2, 2011 in Marketing by Jill at Omni | No comments

Denny's Diner Marketing Strategy

Just saw this headline from AAF SmartBrief: “Denny’s embraces its diner image”,  and I celebrated! A company that proudly markets itself for what it is, not what it wishes it could be – this is truly a marketing moment.

With the bountiful big-name coffee houses and family-friendly restaurants on every corner of the country, to have a long-standing brand come to accept their unique point of differentiation is something to behold. They are now promoting the diner experience. It’s not for everybody, but it is truly special to their core audience.

Marketing works when companies don’t try to be all things to all people. Whether you like the Denny’s brand or not, you have to give them credit for focusing in on what they do well, and being true to their unique value proposition. It would make my old marketing professor smile, which would have been a rare occurence.

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Reality TV Parallels New Media Trend

June 17, 2008 in Media Services by Jill at Omni | No comments

Reality TV Parallels New Media TrendConfession: I am among the 10 or 11 people in the country who failed to watch ALL the American Idol shows this season. But I did get caught up in the finale episode excitement nonetheless! It got me thinking about how traditional all these ‘new’ reality shows are now. Compared to TV dramas and sitcoms, they are relatively easy to produce, inexpensive, and yet still command pretty impressive media dollars for advertisers.

I am convinced that the public’s need for more reality TV runs parallel to the phenomenal explosion of new media and social networking – it’s the reality without the TV. And, even then, the ease of uploading videos makes it basically, well, reality TV on your computer.

As a member of the ‘older than a Gen Y, WAY OLDER than a Gen X’ group, I find it fascinating how these trends seem to quickly become a way of life, but are eclipsed by newer, better, uber trends in a matter of months. Popular business editors are now commenting that MySpace is pretty much ‘old school’. Wow. 

It is fun to observe all this from a marketer’s viewpoint – trying to figure out all the new possibilities for promotions and strategies for clients. While some bemoan the changes in our traditional media – TV, print, radio – the truth is the media and marketing universe just keeps getting bigger. You just have to know how to zero in on the ones that work for you and your client.

Now for my secret for any of you reading this that are ‘of a certain age’:  The key to being successful at navigating the new media when you are NOT part of that super-cool generation (I guess “COOL” really dates me!) is what I do – hire and work with talented ‘super-cool’ people! 

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