Why and How to Make Up a Good Disclosure?

 Caution

This article is not allowed to copy without the permission from the author (and that’s me!) People who break the rule would get a punch on the face from me. (Just kidding!)

 

The  sentences above are a kind of “DISCLOSURE” that we are going to talk about today! A good disclosure is really important for a whole digital marketing campaign since it can help you build higher reputation and keep you away from the trouble.  Since there are more and more information flows on digital media, it is getting tougher for a marketer to make disclosure to be seen by the customers effectively.  In most advertisement, the positive points of the products would be emphasized. However, when the product has side effects, especially the products that is related with human being’s health and property, and the advertisement mention nothing about it, it would cause the manufacturer into a BIG BIG BIG trouble! Thus, it is definitely a crucial issue for people to know how to write a clear and good disclosure for your readers.

Here are three simple rules to make a good disclosure:

The Right Placement

Put the disclosure at the spot that is easy to been seen, especially at the place that is near to the claim. In modern days, disclosure is often placed at the end of the advertisement with a vocal sound reading all the content of the disclosure to draw your attention.

 

Make the Disclosure Truthful and Conspicuous

Tell the truth to your customers. If you lie, you might get yourself into a big trouble. In Taiwan, there are cases that some medicine manufacturers claimed that their products can help customers lose weight without causing you any side effect. Nonetheless, medicine- users found out that taking the pills might make you feeling dizzy, disgusting and even fainting. Ultimately the company got sued and bankruptcy.

 

Make Repetition

Repeat the disclosure as many times as possible since your audience would not be able to catch up with your information at the first time you show the content of the disclosure (or they might even not notice that).  A digital marketer can repeat the disclosure with the repeated claims as needed. If the marketer has more information to tell the customers, he/ she can even provide a hyperlink to the customers, but make sure make the right label for the hyperlink.

All Rights Reserved

Statistics can Tell: the Most Powerful Social Media

What can Frontier Airline do for their future Marketing? 

Make a guess that which social media earn the highest rate of trust from customers. Facebook? Twitter? Surprise! It is Blogs! According to the website “Micro Explosion Media”, blogs have 31.3% possibility to successfully influence the purchasing decision of the market; meanwhile Facebook acquires 30.8% and Twitter gets only 8.0%.  Here is my thoughts of the reasons why blogs would earn more trust than other media. First, the author of the blog would be an opinion leader for a certain group of people. Second, too much fake or fact- twisted information are now spreading on Facebook, Twitter and other social media.

* Link to Micro Explosion Media: http://microexplosion.com/mondays-stats/mondays-stats-social-media-and-brand-influence/

Author =Spokesperson

A lot of people are unable to make decision on which product to buy or unwilling to try something new during the process of their purchasing, especially when the products have something to do with their property, life and health.  At this time, an author of a blog can be a strong opinion leader because he/she acquires high credibility from their supporters. In some aspect, I think an author play an exact role as a spokesperson. After the author experiences the products and shares it on the website, people would think that since the author has experience it in advance, his/ her comments would be worthy to take into consideration. Afterwards, the credibility reflects to the author from readers would be stronger if the readers find out what the authors’ comments is coherent to their actual usage experience.

Fake & Fact- Twisted Information

Due to the rapid –growth of social media, people now receive explosive amount of information. However, without proper information filter system, social media can easily spread fake information and mislead users. Thus, media users are now getting tired of being cheated by unreal information. This is probably one of the most critical reason why people now have less trust on social media.

Future Possible Marketing Media for Frontier Airline

Frontier Airline is the small-scale company that my group currently put focus on. So far, Frontier Airline utilizes mainly Facebook and Twitter to share stories and discount information, but not on blogs. It is so rare to see people share their actual experience with Frontier Airline on the internet. Since customers would put more focus on real taking experience, plane service and safety when they are choosing Airline Company for their trips, Frontier should invest more money on blogs and have some tour blogs writers share their awesome experience of taking Frontier Airplane. By doing so, it would be more easily for Frontier Airline to acquire higher credibility and awareness. 

TED Speech: How to Fascinate?

Learn More about Your Triggers

 Speaker: Sally Hogshead

I have to confess that I feel the speech is CRAZY INTRESTING to me! It is so surprising and humorous of author to make a metaphor between marketing and the couple matching website, which really draws audiences’ attention at the beginning of the speech. Sally Hogshead has mentioned a “Nine Second Rule ” in the speech, indicating that people would decide whether paying attention to you within the first nine seconds which refers that a successful marketing strategy has to intrigue the targets’ curiosity in nine seconds. In my opinion, Sally Hogshead herself has applied this rule successfully and tactically when she make asking audiences questions about the experience of being on a matching website as the opening of the speech.



Sally Hogshead

Here is a quotation from Sally Hogshead impress me profoundly- It doesn’t matter how incredible your ideas are, if nobody knows. In the sentence, it reminds me the importance of utilizing media to express ideas accurately to market, which also perfectly explains the cause of the incredibly high charging fee to play a commercial in Super Bowl. With high exposure possibilities, even though it takes more than three million dollars to play an advertisement in Super Bowl, it is a worthy investment for companies.

Triggers Test Results

According to the speaker, the personalities of humans can roughly be separated into seven types, including power, passion, mystique, prestige, alarm, vice and trust. Each word represents the different triggers of the tester, such as power means you might have authority in lead others.

Here shows the individual meanings of each types:

 

 

 

 

 

After the test, I found no surprise to know myself equipped with high proportion of passion and alarm, which means I am relatively enthusiastic toward working, and also tend to be sensitive to any changes in my work. What’s more, the test reminds me the low percentage of my trigger “trust”, indicating that I should show more stability during my work to earn others’ trust. Finally, the test systems sums my personality up as The Orchestrator, standing for a person who is attentive, detail- oriented and dedicated.

 

   

 

 

 

 

  

 

The Role of Building Personal Brand

Andrew Zimmern who is a well-known host from Bizarre Food is my favorite host around the world. Once people mention him, the tone for Andrew Zimmern would be charming, friendly, creative, brave and humorous. Andrew Zimmern shows all of these personalities in his shows and also on his twitter pages. On his twitter, Andrew Zimmern not only posts every information of weird food around the world to support his image in the show, but also shares some information of helping others to strengthen his image of his tolerance to difference cultures and warmth toward the need. He now has a strong personal brand image that Toyota has him as a spokesperson for their new series of campaign that put emphasis on encouraging customers to purse individual life style.  To learn more about Andrew Zimmern, visit his twitter page here:  https://twitter.com/andrewzimmern

 

HMV: A Company Defeated by Social Media  

  COMPANY BASIC INFO

  Type                  Public limited company

  Industry             Retail

  Founded             London, United Kingdom (20 July 1921)

  Headquarters     Maidenhead, Berkshire, United Kingdom

  locations            273 stores across 8 countries 

  Area served       United Kingdom, Singapore and Hong Kong

“Oh My Goodness “was the first sentence that popped up into my mind on the time I finished reading the articles about the case of HMV. Frankly speaking, I have Never Ever thought the words on social media can actually turn a prestigious company into a notorious firm, even destroy it.  Based on the information offered by the readings this week, we can roughly outline the ups and downs of HMV Company.

First of all, all the negative contents posted by laid off employees on twitter absolutely ruined the reputation of HMV. Even though HMV has deleted all the negative posts and apologized within hours, the company has inevitably left the audiences a really bad brand image. Finally, the causes of the company’s failure can be listed in three main points, including the entry of the downloadable market, reluctance of changing HMV’s core strategy and strong wrong belief in customer’s existing behaviors.  Among those three reasons, I personally take “reluctance of changing HMV’s core strategy” as the main cause that incurred the end of HMV.

Unable to change the core Strategies

For a long time, HMV has positioned the company as a physical store that sold CDs instead of a pure music seller. Because of this reason, the company insistently followed their old pattern of tried and tested marketing. HMV neglected the changes of customer behavior and was too slow-paced in developing their on-line shopping tunnels for their consumers. Since the market customers was getting more used to doing everything through the Internet, the company was unable to compete with iTune and other digital on-line music shoppers, which ultimately made HMV become a loser in this market.  

Salvageable?

   

No, I don’t think that HMV will be able to revive because of some reasons. The first reason that the digital music market in modern world has become far more competitive than it was. E music is everywhere on the Internet.  (Not to mention the illegal download tunnels). To reposition the company would be a time-consuming and highly cost job, which is also extremely risky for HMV based on its current condition. Second, it has never been an easy task to twist the conceptions of the customer for a bad brand name. Again, this is totally related with time and money. Without a proper brand strategy, the brand name can even become worse.

GoDaddy CEO Shoots Elephant

Here is another case about the power of social media that I would like to share here.

In 2011, GoDaddy CEO Bob Parsons has been criticized for posting a picture about his killing an elephant on twitter. Afterward, he even claimed that shooting the elephant was not a crime but a way to keep the balance for the animals. After this incident, Bob Parsons was forced to leave the company he created and was replaced by new CEO Warren Adelman. 

Below is the video about the news that can bring you further information.

 

My Favorite Brand

Nescafe Dolce Gusto

Machine: 99.99-199.99

Capsules: 9.49 (Per Carton)

To be honest , I am quite a Coffee Person.  Among the various brand in the coffee market, Nescafe Dolce Gusto is absolutely my favorite brand. Capsule coffee machine from Nescafe Dolce Gusto is not only a coffee machine but also a fun provider. There are so many coffee machine options in the market, but the features of Nescafe Dolce Gusto coffee machine has always become my favorite and irreplaceable.

Yummy drinks come in small packages!

Nescafe Dolce Gusto belongs to Nestle Company, which is a company well- known for their tasty coffee for decades.  As a food, being delicious is the basic criteria without any doubt, and Nescafe Dolce Gusto does a really good job in this. To cater different tastes of their customers, Nescafe Dolce Gusto offers many options for their customers, including latte macchiato, espresso, chococino and more. (around sixteen flavors)

Super Easy to Use

The machine is so easy to utilize. All the users need to do is to place a capsule into the machine and that’s it! With this machine, the user can self- adjust the thickness of the caffeine and the milk. The company also provides a coffee machine that can help the customers memorize the customized settings. 

Below is a demo film link of  Nescafe Dolce Gusto on Youtube

http://www.youtube.com/watch?v=Jtn8qOKLT28

Decoration

Everything from Nescafe Dolce Gusto can be a part of the decoration for home. The Coffee Machines have been shaped into elegant and creative style. Some machines look like a penguin. The others might look like a ladybug. With Capsule Carousel, the user can exhibit the bright colors of capsules in home, which would definitely be a great decoration.

Environmental Problems

Since the machine is a capsule coffee machine, some capsules have to be thrown away each time use.  As for me, that is quite a big concern for the environment. Even though Nescafe Company has devoted to make the capsules with environment-friendly materials that would not be the best solution for it. I hope with more advanced technology, Nescafe can provide a better solution for it.  

My Favorite App

Icon Pop Quiz

Fee: Free ownload app

Applicable Devices: Android, iPhone, iPad

“Icon Pop Quiz” is a famous app made by Alegrium Games and is personally my favorite app for my smart phone. With those cute cube-shaped pictures, Players have to name pictures right to complete each level and category. The more precisely and quickly the answer a player type in, the higher score the player will acquire.  Even though there are many similar games in the market, Icon Pop Quiz is one of the most delicately-designed of its game surface among those. Here are some features of the game.

Hundreds of Cute and Fabulous Pictures

There are more than four hundred icons for game players.  This game includes three main categories, each with five levels. The three main categories are Famous People, TV& Film and Characters. Players have to conquer one by one to gain game tokens and scores.

Help! Help! Help!

Feel frustrated to meet bottle neck in the game? Just ask for help when you need it. After a player name the right answers of pictures, the player will acquire tokens, which can be spent for hints or answers in the game. There are five methods for players to get back to the track. Get some knowledge about the picture by “Hint”, remove irrelevant words from the keyboard with “Eliminate Keys”, or use “Open Letters” to reveal some letter of the words. It is even more terrific that players can also ask help from friends via Twitter and Facebook in this game!

Having Fun with Friends

In my personal opinion, this game is perfectly suitable to play with friends. Take myself as an example, I usually play this game with my roommate during our commuting time to classes based on two reasons. First of all, you would really need helps from others while playing this game, especially when you feel frustrated to try spelling the names correctly. Second, this game can provide you and your friends a great sense of achievement after you revolve the toughest one.

Some Flaws Wait to Be Improved

This programming of Icon Pop Quiz is currently really unstable. The game might shot down or stop working abruptly when you are about to resolve the puzzle. That is quite annoying when players are paying full attention playing the game. I just hope this programming bug can be eliminated soon.