How to Invite a Blogger

This was not the first time I had received an invitation by a brand. 

 In fact, contrary to popular belief, many brands in Lebanon try to get bloggers to cooperate in their marketing efforts. Yet, the way they go about it is never the same. Here is why I often neglect invitations:

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Chivas had the decency to drop this invitation in a private message to my blog's Facebook page.

'Dear bloggers, ...' No, we do not appreciate the idea that you think of us as a random blogger. There are thousands of those out there. A 'dear blogger' e-mail  directly qualifies as junk, as we do not feel personally concerned.

What Chivas did: a personal message with a personalized attached invitation, really, that's all it took.

Zoom-in to the invitation card

Here's why: it matters that the brand knows who you are and takes the time to get to read what you are all about. It makes us feel special. A little quote is all it took.

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 Last minute call: It sends out the wrong message. Either I don't think you have anything else to do, or simply, I left you as a second option. In both cases, it's a no-no.

What Chivas did: A 10 days notice - just perfect. With a one week prior reservation request and a same day reminder. What this means to a blogger? 1 - I respect you. 2- I really want you to be there. i.e. you matter.

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What's more? They were available to answer their phone, although I arrived late and was calling in the middle of the bloggers' meeting. They welcomed me at the door. They were friendly and courteous; simply chivalrous. 

On a personal note, I really appreciated that their CEO (Fawaz Holding) was present at the event. He was really down-to-earth, open-minded and showed interest in blogging and digital media; something really admirable for a Lebanese boss, if you ask me.

As for the event: we had a little tasting experience, some guess-work and left with an 18-year-old bottle of Chivas...

Cheers!

Weddings in Lebanon: 5 Marketing Myths

Weddings in Lebanon are the place where a social need overcomes all economic sense. Here are 5 marketing myths, that are very sound theoretically, and yet, appear wacky when it comes to weddings in Lebanon (not that it is not the other way around!)

Marketing myth 1: 

If there is no purchasing power, there is no market

This statement really makes sense. Only, when it comes to weddings in Lebanon, the spending is always way over the normal threshold as compared to local GDP. You can even get bank loans for your wedding (and cry later).

Marketing myth 2: 

Market to the individual not the society

Yes, it also makes sense to target the individual directly. Only, in this specific case, it  is all the family of both parties that gets involved; not to mention their concern for public opinion.

Marketing myth 3: 

If it was less expensive, it would sell more

Yes, if you are selling juice, this might make sense. Only, when it comes to bridal dresses, you're very likely not to sell at all if you are too cheap. Like in all things, the perception of quality is closely related to the price. Thus, a premium pricing might be a better option when it comes to a wedding gown.

Marketing myth 4: 

You cannot price the same offering differently

A little odd concept in the wedding industry: When it comes to make-up and hair-do, you can easily pay 10 times the normal charge, if you happen to merely mention that you are the bride.

This makes no economic sense at all, but its the way things work in this part of the world.

Marketing myth 5: 

When the buyer and end-user is the same person, he is also the decision-maker

You would think that the couple planning their wedding will take their own decisions, given that they are the ones paying and using your services. Oddly, in this line of business, the real decision-maker is often a mother, a friend, or pretty much anyone whose opinion the couple values. 

This often leads to wrong advertising messages, where the advertiser would picture a happy couple and everlasting love. Is that really why they would choose you over your competitors? 

When Public Property Becomes Too Public

This could only be Lebanon. Where else would people so ingenuously disregard the line between public and private property?

Not only do they use the road signs to hang their logos, I am assuming they do it without requesting permission nor paying fees for this 'advertising medium'. Or at least I would like to think so. 

Had they actually been granted permission to do this I would be dazzled. I can already read the headline in my head 'public property legally abused'. (I admit, that would have been a more interesting title for this post.)

After all, it is as important for people to know how to reach their shop, as it is for them to reach Beirut, right?

(The end... Or at least this was supposed to be the end of this post; then, something fun happened.)

 That very same evening when I first wrote this post, I was passing by the same sign, only to find that it was replaced... 

Advertising: Manipulation or Persuasion?

Advertising tends to focus on one of our needs; not to satisfy it, but to imbed the thought in our  heads that the said product would solve your problem and bring about your satisfaction. 

Let's play a game. Here is Maslow's hierarchy of needs:

Mix and match: Where do those recent ads fit?

• Coffee Mate: Got the coffee, get the mate.
• Snickers: eza darabak el jou3 drobo bi Snickers.
• Nissan: I am funky, and I know it.
• Trident: The flavor you can't get rid of.
• Lancome: Rouge in love.
• Gardenia: Eat safe.
• Clorets: al thika bil nafes.

OK, you got the point. 

No one would acknowledge that, yes, I will buy Clorets, because, well, I think it will give me more self-confidence. This isn't quite how this works; so how can we say that the ad was about persuasion?

What is advertising, and how does it work? 

According to the marketing giant Philip Kotler: "Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor".

'I know that!' you will retort. 

Let's dig deeper together. Advertising is, theoretically, a simple 'presentation', that just happens to be 'paid'.  Certainly, it has a money-generating purpose. So how does a mere 'presentation' of products affect your purchasing behavior and translate into a profit-making machine, currently known as advertising.

There are three stated purposes in advertising campaigns:

1- To inform: creating awareness to a yet unknown product, introducing new specifications for an existing one.. That's what 'informing' is about, right? In the advertising world, this does not quite cut it. It is not about giving out information that will help you make your purchasing decisions. It is about  highlighting the points that might affect you positively and down sizing the effect of the rest.

2- To persuade:  It is about presenting that idea from a point of view that will matter, through a story or a character that can speak to your heart. It is about convincing you, through fake testimonials, or authorities and celebrities who are just playing along for the money. 

3- To remind: To keep the brand name in your top of mind recall, which has proven to increase the probability the brand will get sales. The more familiar the brand, the more likable it becomes. The more you gain a penchant to try it. 

Recently, I was reading a book called 'Buy.ology' by Martin Lindstrom. Basically, it sums up his research on neuromarketing (measuring changes in activity in the brain through MRI tests of people being subjected to ads). 

Here's what you need to know:

Product placement that fits within the setting of the story line or play a significant role works better. 

In a study conducted on American Idol, Lindstrom concludes that Ford had thrown 26 million dollars out of the window by sponsoring the show. Not only did it fail to increase its brand recall, the ads inhibited this recall, as the viewers resisted being subjected to what they obviously identified as advertising. 

Whereas, Coca-Cola who had smartly integrated its product, colors and shapes into the show, got a great response. Thus, covert advertising works better than obvious ones; which really begs the question: Persuasion or manipulation?

In Los Angeles, Lindstrom tested two outdoor ads, the first featured cowboys with no logo or brand, while the second, displayed the same image with the Marlboro brand. The research results showed that the first ad (with no brand) worked twice better at stimulating cigarette craving; the future of advertising?

Among the lesser known advertising efforts, the use of the senses to ignite a 'want'. For new cars, the smell of leather comes from a spray can; the same goes for fast-food chains like Mc Donald's, the delicious mouth-watering smell of bacon and cheese? From a can too. The fast paced music in shops like Mango during sales? It is intended to make you shop quickly, and linger less. 

Oh wait, was that them persuading you?

What Comes Next

What would you do?

When you have so many ideas and so little time to elaborate them...

1. Pinterest: when is it worth tackling as a business
2. What Facebook users can learn from stars
3. Politicians on Twitter and accountability
4. Why Google Plus is set for Viral Marketing
5. A start-up's tipping point: Firms with small vs big budget products
   
   
   
   
   
6. Advertising: between manipulation and persuasion
7. Corporate Social Responsibility: the best selling point online?
8. Discount cards vs coupons: why the latter is more beneficial
9. The meaning of life in relation to the butterfly effect
10. Weddings in Lebanon: When a social need overcomes all economic sense (5 marketing lessons to learn)

I chose to write them down to get them out of my system.

Which would you like to read? ... and in what order?