Examples of good and bad marketing I have faced

Present one channel how to communicate with your customers!

Write a short ad text with photo about yourself to your job interview

Word of mouth Unethical methods of marketing and ways to make it more ethical

PORTFOLIO
Sebastjan Brezovec 3B-5E-2001 Introduction to Marketing 19. November 2012

Design a brochure about your miniproject team!

Hop, hop who is going to be your customer in your mini-project?

Which team can create the best product?

How to compete with the price? Find an advertisement!

1. Examples of good and bad marketing

At the beginning of year 2012 there was a big surge of Facebook advertisement campaigns, offering some giveaways and only asking to supply ones e-mail in return. I did participate in more than one and I got free spectacles for example. The only rule was to follow the link at the specified time:

When buying spectacles next time, I will definitely check Lensway offer and compare it to other local offers. Example of bad marketing

In order to stay on a similar level as good marketing, I will explain another Facebook advertisement experience. The offer was free Bjrn Borg clothing item. I have clicked the ad and naturally I was supposed to answer some questions.

But then I was supposed to enter my credit card number. This was clearly a fraud. The campaign had nothing to do with Bjrn Borg brand; it was just a lure for nave people.

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2. How to communicate with your customers? Present one channel to do that!

Facebook is a networking tool, but it can be viewed also as a marketing tool 1 that can reach millions of individuals on ones target market. One way of presenting a company is simple advertising on Facebook. Other ways include setting up a corporate profile page that engages with current and potential customers. In order to use these tools to their full advantage, one needs to understand the demographics and mind sets of each of the major social media channels. Choosing the correct strategy for each channel matters since social campaigns used incorrectly can create a backlash. Companies nowadays invest heavily in social media marketing.

"The 10 Internet Marketing Channels Crucial to Your Success in 2011." ReveNews. Web. 17 Nov. 2012. http://www.revenews.com/search-engine-marketing/the-10-internet-marketing-channels-crucial-toyour-success-in-2011/

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3. Write a short ad text with photo about yourself to your job interview

Software Testing, Localization, Project Management Having worked for two leading companies (Lionbridge Localization and Testing, Nokia Communications and Services) in their respective fields gave me a great insight into Software development and Localization. As software testing engineer in Bowne Global Solutions/Lionbridge I have participated in creating a unique team of testing professionals. Our small pilot team in BGS Madrid office was a key success for S60 Localization testing and it grew into largest localization team in Finland testing all Nokia Symbian devices and Services. During last four years in Flander/Symbio I independently led testing projects including creating test specifications, test planning, and test reporting as well as resource management. Later through consultancy projects in Nokia as

Error Manager I first gained an insight into Error management in Nokia PC Suite team and later as Global EM introduced totally new process to Nokia Device Customization team. I was responsible for enforcing error management and Quality Assurance as well as training support for teams in Finland, Slovakia, Poland, India, China and US. My last assignment in Symbio, before I was laid-off, was connected to Agile Localization. I have a strong translation background as a freelance translator for over 10 years. After graduating I started my professional career as a teacher.

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4. Word of mouth Unethical methods of marketing and ways to make it more ethical
Group members: 1. Do Hng 2. Sebastjan Brezovec

Our task was:

Mind map:

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1. Stealth marketing2, also known as undercover marketing, is an aspect of marketing in which an audience is not aware that they are being marketed to. It is marketing incognito. Example 1: A famous stealth marketing technique, from the 50s, involved movie theatres. A single frame saying Eat Popcorn was inserted / spliced into film reels and, you guessed it, popcorn sales went shooting up without anyone having any conscious-level sense of where the urge to eat popcorn came from. Example 2: Stealth marketing can also be implemented online. One way to do this is to create a network of sites which all make underlying hints of leading to the desired central site. You can have one main site, and 3, 4, or 5 niche sites within the network. Lets use a site that sells weight loss pills for example, we will use this as our main site. This site might create a few other sites such as discussion boards about weight loss pills, a forum, a review site, a comparison site, and a blog. These sites wont go out and say buy X product, but the way that the content is formulated and structured will hint at which pill is the most valuable and best to use. As long as you dont get spammy, this is a good way to use stealth marketing on the internet. 2. Shilling3. A shill, plant, or stooge is a person who publicly helps a person or organization without disclosing that he has a close relationship with that person or organization. Shill typically refers to someone who purposely gives onlookers the impression that he is an enthusiastic independent customer of a seller (or marketer of ideas) for whom he is secretly working. The person or group who hires the shill is using crowd psychology, to encourage other onlookers or audience members to purchase the goods or services (or accept the ideas being marketed). Example 1: Shill bidding4 happens when anyoneincluding family, friends, roommates, employees, or online connectionsbids on an item with the intent to artificially increase its price or desirability.

"Stealth Marketing." Stealth Marketing. Web. 18 Sept. 2012. http://www.optimum7.com/internet-marketing/business-online/stealth-marketing.html. 3 "Shill." Wikipedia. Wikimedia Foundation. Web. 18 Sept. 2012. http://en.wikipedia.org/wiki/Shill. 4 "Shill Bidding Policy." Shill Bidding Policy. Web. 18 Sept. 2012. http://pages.ebay.com/help/policies/seller-shill-bidding.html.

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Example 2: In marketing, shills are often employed to assume the air of satisfied customers and give testimonials to the merits of a given product. The unfortunate fact is Amazon reviews5 are rife with shills. For review purposes, a shill is a person who pretends to have no association with a product or service - but in reality does, and who espouses positive reviews for that product or service. Shill reviews are intended to skew ratings in favour of the products or services they represent. 3. Infiltration marketing6. With infiltration marketing, marketers assume that

customers are going to make up their minds from information, discovered in their own way. Infiltration marketing is communicating with customers in their world, on their terms. Which means marketers have to both communicate with customers where they look for information and communicate with customers in the customers preferred format. Marketers who do infiltration marketing ext remely well not only do those two steps, but their and the customers goals appear to be one and the same. Example: Infiltration marketing was pioneered by PepsiCo in 1995 with Josta 7. Josta was a soft drink brand that was produced by PepsiCo and the first energy drink ever introduced by a major US beverage company. In the fall of 19968 a pickup with a Josta wrap on it pulled into the middle of the commons at University California Riverside, and two models in Josta bikinis started handing out free soda, as the bed of the truck was filled to the rim with ice and a few thousand cans for the stuff. 4. Comment spam9 (also called simply blog spam or social spam) is a form of spamdexing. It is done by automatically posting random comments or promoting commercial services to blogs, wikis, guest books, or other publicly accessible online discussion boards. Any web application that accepts and displays hyperlinks submitted by visitors may be a target.

"Amazon.com Review Management. Web. 18 Sept. 2012 . http://www.internetreputationmanagement.com/how-companies-use-consumer-reviews. 6 Infiltration Marketing. Paw Print Media. Web. 18 Sept. 2012. http://www.pawprintmedia.com/images/Infiltration_Marketing.pdf. 7 "Josta." Wikipedia. Wikimedia Foundation. Web. 19 Sept. 2012. http://en.wikipedia.org/wiki/Josta. 8 Josta. Wikipedia Talk. Wikimedia Foundation. Web. 19 Sept. 2012. http://en.wikipedia.org/wiki/Talk%3AJosta. 9 "Spam in Blogs." Wikipedia. Wikimedia Foundation. Web. 19 Sept. 2012. http://en.wikipedia.org/wiki/Spam_in_blogs.

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Using blog commenting10 for e-marketing purposes ONLY is a big NO! Some emarketing newbies believe that quantity is more important than quality (which is bogus!). So, they would go to endless blogs and paste a vague comment like great job and IMPOSE their link on the body of the comment! People who behave this way are completely inconsiderate to the simple fact that someone elses blog is NOT their private property and that their sales-pitch comments could significantly affect the quality of the blog post as a whole! An example is a comment on Sebastjan Brezovecs (Inspired Daily) blog11 by a person who does not appear to be interested in topic. Following the hyperlink in her name leads to Hindi text messaging site.

Example:

5. Defacement12. Another shady marketing tactic is defacing property for marketing purposes. A guerrilla marketing campaign that spray paints a company's logo on a competitors store would qualify as defacement, as would plastering stickers on the drive through windows of a competitors fast food restaurant.

Example: In 2002, Rejoice a well-known shampoo brand in Viet Nam up came up with a controversial advertising. They claim that every other shampoo in the market contains the black hair dying drug, which is obviously not good for hair. In addition, they make a test to let a small amount of that shampoo be on hand and then wash it by water. The result was that all the liquid disappeared, there was only an amount of black stuff. People thought that this message is targeting their opponent- Sunsilk, who just invented their slogan Sunsilk-smooth as silk 6. Spam13 is the use of electronic messaging systems to send unsolicited bulk messages, especially advertising, indiscriminately. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media: instant messaging spam, Usenet newsgroup spam, Web search
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"The Ethics of Blog Commenting." The Ethics of Blog Commenting. Web. 19 Sept. 2012. http://www.tripwiremagazine.com/2010/03/the-ethics-of-blog-commenting.html. 11 "Journey with Spices - Leafy Spices." Inspired Daily. Web. 19 Sept. 2012. http://inspireddaily.wordpress.com/2011/03/28/journey-with-spices/#comments. 12 Smith, S.E., and O. Wallace. WiseGeek. Conjecture, 05 Nov. 2012. Web. 17 Nov. 2012. http://www.wisegeek.com/what-are-marketing-ethics.htm 13 "Spam." Wikipedia. Wikimedia Foundation, 17 Nov. 2012. Web. 17 Nov. 2012. http://en.wikipedia.org/wiki/Spam_(electronic)

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engine spam, spam in blogs, wiki spam, online classified ads spam, mobile phone messaging spam, Internet forum spam, junk fax transmissions, social networking spam, social spam, television advertising and file sharing network spam. It is named for Spam, a luncheon meat, by way of a Monty Python sketch in which a spam hating restaurant patron is frustrated by a cafe in which the canned meat product is featured in seemingly every dish made. Example: Few years ago, when I was surfing Internet, I caught a pop-ups saying that Ill have to fill my email in so as to access the Website. Since then, I usually received email spam from an strange address about advertising, football betting etc 7. Falsification14. When calling customers or prospects, it is deceptive and unlawful for a marketer to knowingly substitute and transmit a false, or dummy, telephone number. Rather, wherever the technology is available, a marketer must:

a. transmit the name of the seller or service bureau; and b. transmit an accurate and valid telephone number for the seller, the service bureau, or respective customer service department. A consumer should be able to call back this telephone number during normal business hours to ask questions and/or to request not to receive future calls. Example 1: Gatorade. The ads say it has all these electrolytes or something that will really re-energize your body. Effective ads. I've bought the stuff, and other drinks like Powerade and VitaminWater. Gatorade and Powerade are essentially just flavored water - they don't have any nutrients or anything if you read their labels. At least Vitamin Water DOES have some vitamins and nutrients. But I've gone back to the time-tested drinks like orange juice and milk. Plenty of vitamins, nutrients, and protein in those products. Example 2: Check the photos15 of promised food and actual food following the link below

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"DMA STATEMENT CALLER-ID FALSIFICATION." DMA, Web. 18 Nov. 2012. http://www.dmaresponsibility.org/CallerID/ 15 "False Advertisement of Fast Food." Idaconcpts. Web. 17 Nov. 2012. http://idaconcpts.com/2010/10/07/false-advertisement-of-fast-food/

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Ethical approach 1. Stealth marketing Stealth marketing Internet strategy should be ethical. Deception should not be used to facilitate sales. In the article The Ethics of Stealth Marketing16 Alexandria Weisberg, Alonna Pfleiger, Jake Friedberg conclude that the practice of Stealth Marketing is unethical. However, we have also demonstrated it is not that product placement, guerilla marketing, and VNRs are inherently wrong; rather these tactics become unethical when used in conjunction with dishonesty and deception. If Turner properly identifies itself and its product during its next publicity stunt, then the company can avoid the problems it experienced in Boston. Similarly, if newscasts that utilize VNRs, and if movies and TV sho ws that implement product placement begin introducing some sort of disclaimer that they are using promotional materials, then their actions would be far more ethically sound. We are not advocating that companies stop using VNRs, product placement, or Guerilla Marketing, rather that they implement such promotions in a more responsible manner. Companies should continue to search for innovative, creative and fun ways to advertise, they should simply remember that, as Professor Carl demonstrated, any such effort can be an effective marketing tool without the use of secrecy and deception. 2. Shilling While Amazon17 and sites like it do their best to eliminate shills, they cannot be totally eliminated. In an attempt to add more trust to their reviews, Amazon has created a special category of reviewers called Amazon Vine reviewers. Amazon Vine reviewers are meant to be more trusted than other reviewers and are chosen based on the trust they have earned in the Amazon community for writing accurate and insightful reviews, however even this program cannot guard against professional shills whose primary job is to fool Amazon

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"The Ethics of Stealth Marketing." Ethicapublishing.com. Web. 19 Sept. 2012. http://www.ethicapublishing.com/confronting/5CH11.pdf 17 "Amazon.com Review Management. Web. 18 Sept. 2012. http://www.internetreputationmanagement.com/how-companies-use-consumer-reviews.

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3. Infiltration marketing18

4. Comment spam If you place a small comment19 to a blog-post you like, mail an author or even just retweeted an article, you will be proving in actions, not just words, that you admire the writer and respect him/her. As a result, he/she will be inspired and motivated to excel and write even more and better articles! Your seemingly small contribution will make a huge difference in the writers work. 5. Defacement For the positive side of this, if the blame is true, I think it will protect the right of customers. By contrast, it can perhaps cause some misleading thoughts among these companies. In conclusion, I think rather than harming your competitor, company should try their best to improve their own products so that everyone can realize it base their selection on reliable information.

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"Introducing Espresso, the Brand Infiltration Agency." Introducing Espresso, the Brand Infiltration Agency. 19 Sept. 2012. http://www.slideshare.net/mzkagan/espressocapabilitiesfinalca 19 "The Ethics of Blog Commenting." The Ethics of Blog Commenting. Web. 19 Sept. 2012. http://www.tripwiremagazine.com/2010/03/the-ethics-of-blog-commenting.html.

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6. Spam Looking for a few ways20 to attract website visitors without compromising your ethics or stooping to spam techniques? Give any of the following options a try: Focus on content creation, Add social sharing buttons to your website, Answer questions on social networking sites, Distribute press releases for actual achievements, Use SEO responsibly, Invest in your websites blog, Share slide decks and other presentations, Build a killer email newsletter, Publish a helpful podcast, Deploy infographics, Run a YouTube channel, Ask visitors to share your site with others, Write guest posts for top industry sites, Connect with influencers in your niche, Pay attention to up-and-coming social networks, Eliminate website errors, Add pillar content to your website, Over-deliver on your companys products or services, Interview experts within your industry, Comment on other websites. 7. Falsification The negative effect of false marketing21. In my opinion we should provide customer with true information. At least in that way, customer doesnt feel like being cheated. In addition, if our product isnt as good as the others one, we should lower the price and find a more suitable market segment.

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Council, Young Entrepreneur. "20 Easy, Ethical Ways To Attract More Website Visitors." Forbes. Forbes Magazine, 31 Aug. 2012. Web. 17 Nov. 2012. http://www.forbes.com/sites/theyec/2012/08/31/20-easy-ethical-ways-to-attract-more-website-visitors/ 21 "The Negative Effects of Advertising." Business Mantra. The Negative Effects of Advertising Comments. Web. 17 Nov. 2012. http://www.businessmantra.net/negative-effects-of-advertising.html

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5. Design team brochure

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6. Hop, hop who is going to be your customer in your miniproject?

Customer for Marketing Research Project is English International School of Tampere. School offers licensed private education and day care for 10 months up to 8 years old children. Virtues are taught as an integral part of the curriculum that focuses on English as a foreign language. Trained teachers teach in a stimulating atmosphere of music, art and play. The whole lots of fun takes place at two locations in Tampere. There are Playschool, Kindergarten, and Preschool groups suited to childrens educational n eeds. For the Tammela and Amuri School children, the Homework Club after school care is available. The dynamic curriculum has been researched, written, developed and tested in Tampere during the past 23 years by experienced, internationally educated professionals to ensure that the highest standards of modern foreign language and preschool education are met. Playschools customers are not only foreigner parents children, whose first language is English, but also Finnish parents who feel that speaking English will help their children. We can draw an analogy with our study programme International Business where about half of our classmates are Finns. School is currently not advertising, as their capacity is full. Key competitors are other English playschools as well as regular Finnish kindergartens. Competitive advantage of English International School of Tampere is their curriculum. Children are learning virtues through playing. Virtues are positive traits or qualities, deemed to be morally good. Personal virtues are characteristics valued as promoting collective and individual greatness.

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7. Which team can create the best product?

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1. Product name and brand Cloudergy

Natural energy drink based on cloudberry juice with added ginkgo biloba extract. Cloudberries are typical Nordic berries.

We plan to add more products to the same range, focusing on energy components: Ginseng (medicinal properties, including reducing stress and boosting energy levels), B-vitamins (vitamins that can convert sugar to energy), Guarana seed (stimulant that comes from a small shrub native to Venezuela and Brazil)

2. Functionality Cloudberries contain lots of vitamin C and antioxidants that prevent aging. Ginkgo biloba is a known memory and concentration enhancer. No sugar or artificial sweeteners. Stevia, also known as sweet leaf or sugarleaf makes a drink naturally and healthy sweet.

3. Package Beverage is packed in innovative dual wall aluminium can that cools the contents in two minutes. A sleek, tall can, with the Cloud-Ergy logo printed large on the front. A small tagline (The perfect energy boost, 100% natural and safe) printed under the logo.

4. Style Modern style can (see packaging). Own individual style can be enhanced by purchasing plastic can caps in personalized colours that also prevents spillage and keep the product fresh longer after opening.

5. Quality & Safety Made in Finland. It holds two certificates: Organic product The swan label indicating that product is made from mainly Finnish ingredients. Packaged in environmentally friendly aluminium can. No harmful additives.

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6. Information and guidance Information about the product is published on our website cloudergy.com where we are publishing Research articles, Safe usage instructions, Allergic reactions.

Consumers can also like us on Facebook/Cloudergy or follow us on Twitter - #Cloudergy. We are looking forward to your feedback. Please send us your opinions on the product to cloudergy@nordic.com. You can also call our toll free numbers: FIN 0800 5689 S/DK/NO +358 800 23

Product has a shelf life of 6 months from production date. It can be stored at room temperature. Allow two minutes for cooling down from pressing the cool-button at the bottom of the can.

7. Guarantee Price guarantee. We are working with all major supermarket chains in order to deliver you a high quality product at lowest possible price. Quality seal.

8. Extra products and services available In all our promotional activities we are spreading awareness of harmful effects of over consumption of energy drinks. Our product derives energy in a natural form, with no known side effects.

We are actively promoting our drink in vicinity of local educational facilities in Tampere, where also parents can get their free samples. We are aiming at informing the wider audience of healthy lifestyle. CloudErgy is a proud sponsor of Mensa competitions worldwide. Genius is not born. With help of our range of products everybody has a chance of becoming wiser. In December 2012 we are starting a promotion free plastic can caps for every ten returned cans. For more information like us on Facebook.

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8. How to compete with the price? Find an advertisement!

One way for a company to compete with its products is a Best Price Guarantee 22. In the example below one can see some small print. In order to qualify for the Guarantee, the better priced product must satisfy the listed conditions.

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"Best Price Guarantee." Best Price Guarantee. Web. 19 Nov. 2012. http://www.faxads.biz/WEBPAGES/Guarantee.htm

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