Snooki has a new book. Marketing at it's best??

I could not believe my eyes when Matt Lauer's guest on the Today Show was none other than Snooki. Why? Because she is promoting her new book. What has the world come to that SHE has another book?

Is this marketing at it's best?? Or is it just America's fascination with reality stars that are allowed to have an alter ego we all want. Her other book, "A Shore Thing", landed on the NY Times best seller list. The book is about two young girls living it up on the Jersey Shore for a summer of love and romance. Such a creative plot, isn't it? Riveting read, no doubt.


But the bit that has me most captivated is the fact that I AM captivated. This is definitely marketing at it's best. Who would of thought this little munchkin is actually an inbound marketing guru?


Inbound Marketing is where you help yourself "get found" by people already learning about and shopping in your industry.  In order to do this, you need to set your website up like a "hub" for your industry that attracts visitors naturally through search engines (ie google), blogs and social media. It's found that most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing. It really should be the other way around.

People and companies get so bombarded by "Outbound Marketing" (where a company/marketer pushes a message out as far and wide as he can hoping to hit something via email blasts, cold calling, telemarketing, trade shows, seminar series, and advertising) that your "average human today is inundated with over 2000 marketing interruptions per day and is figuring out more and more creative ways to block them out, including caller ID, spam filtering, Tivo, and Sirius satellite radio" (click here to read more) 


Snooki is, quite possibly, the best living, breathing example of inbound marketing there is. I found this piece of work written by a contributor to "Business 2 Community" Roman Kniahynyckyj  that I find sums it up perfectly:

Call to Action: Snooki’s Hair
The hair. It’s the first thing you notice – it engages you, to say the least. You want to talk about it, ask about it, maybe even touch it. Just like an effective call to action on a website, it has stickiness and, in the age of over-information, it stands out (and up). 

SEO: Snooki’s Tan
SEO is much like Snooki’s ever present, ever optimized tan. It needs to exist everywhere on your website. Every page should be reviewed and sculpted for SEO.

Content: Snooki’s Book 
Whether you’re blogging, leading webinars, creating e-books, or penning your own bestseller like Snooki’s The Shore Thing, and now her new one, Confessions of a Guidette, it’s all about creating content. (Should really be creating great content!!) 

Geotargeting: Jersey Shore
GeoTargeting is the method of determining the location of a website visitor and delivering different content to that visitor based on his or her location. In Snookis case? Duh! It’s all about the Jersey Shore! Chad Pollitt notes in a recent post - "when you optimize for everything you optimize for nothing". Once again, Snooki gets it right. 

Lead Nurturing – Snooki and Men
Whether inspiring members of the opposite sex to honor her with Snooki tattoos or getting the next date. Lead nurturing is all about showing a little love.

If she isn’t yet, Snooki should soon be your inbound marketing hero.

The most outrageous (and outrageously priced) holiday gifts of 2011

Every year Neiman Marcus unveils its holiday fantasy gifts with nightmare price tags that only Sheiks and Internet billionaires can afford.

Apparently this year's offerings are humble compared to 2008 (it's a recession after all!) From ordering a Ferrari on the internet to a custom made water fountain (like Bellagio)... window shop by clicking here

@OccupyWallSt seems to be a tourist attraction now. Most of us who live here don't really understand what they plan to achieve unfortunately.

My time at Jade Mountain in St Lucia

Jade Mountain, St Lucia

Tania Swasbrook, Sept 2011

As a seasoned traveler does, it’s now become habit that I book my own vacations last minute! We were going on our “babymoon” (an American tradition in which you take a trip in the 6^th month of your pregnancy as a last hurrah before the world as you know it ends when the baby arrives) and so we wanted something relatively close, adults only and romantic. We’d never been to St Lucia and had had some request about it so I looked into it.

 

There are 3 Virtuoso properties in St Lucia. Jade Mountain and Ladera (on the West coast of the Island in Soufriere) and Cap Maison which is on Gros Islet in the north (more developed in tourism) near the capital of Castries.

Both Ladera and Jade Mountain are known for their “3 walled bedroom” (meaning outdoor living) and the minimum age is 15…but Ladera is closed in September.  Cap Maison had the TV’s and “walls” which we were trying to get away from and although gorgeous, we wanted to try something different. So off we went to Jade Mountain.

I’ll be brutally honest in saying that I didn’t give it much thought or investigation. It was starting to get cold in NY so we just wanted to get away. We booked our Jet Blue flight (one of the only direct ones) and off we went.

A 5 hours flight later, we arrived (a bit longer than we thought but St Lucia is, after all, near Venezuela). It was obvious from just the plane ride that St Lucia is a place to go on your honeymoon or with “that special someone” as the majority of visitors were couples. We went through immigration and got our luggage (all quite fast) and our driver from Jade Mt was there to pick us up. The drive to Jade Mountain Resort is no more than 20 miles but it takes about an hour to get there given the windy roads. Its actually a nice drive (albeit windy and hilly) but you get a sense of the place. You pass by fishing villages and small towns with multicolored houses and scenic views of the ocean and rain forests. Once you come to Soufriere, the fun starts. It’s about a 15 minute climb up to the hotel. You most likely wouldn’t be able to go without four-wheel drive and walking it would be an incredible work out. They don’t do much to fix the roads in order to keep it more private as the beaches and views from the area are incredible and would be filled with non-hotel visitors. 

Soufriere

The area (which is that spot you reach after climbing that hill from Soufriere) is called Anse Chastanet and it encompasses 600 lush tropical acres bordering two soft sand beaches. It is St. Lucia's only resort property with the iconic view of both the Piti and Gros Piton mountains floating upon the Caribbean Sea. Not only do you get a UNESCO World Heritage Site anchored by the twin peaks on land, the resort’s two crystal-clear bays are part of a designated marine reserve protecting miles of colorful coral reefs teeming with tropical fish.

The beach is known for excellent scuba diving and snorkeling and many of the reefs are accessible by simply swimming a few meters out from the beach. The beach is part of the private resort owned by Russian-Canadian architect Nick Troubetzkoy. (Video: http://www.youtube.com/watch?v=hG2QTlzQJzY)

Troubetzkoy purchased Anse Chastanet in the 70’s and was determined to revolutionize conventional thinking as to what a hotel room should look like and why one hotel room should not be a cookie cutter duplicate of the next. Troubetzkoy’s love for large open spaces built in harmony with nature was first realized in his redesign of Anse Chastanet Resort, and now has reached a new level of sophistication in his creation of Jade Mountain…the more upscale of the two resorts.

When we arrived to the very top (Jade Mountain is at the top of the hill, Anse Chastanet is at the bottom) we were taking straight to our room. Now, I knew it would be open air living, but I really didn’t know what that meant or what to expect and hadn’t thought about the fact that this meant no AC. At first I thought I was going to have some sort of panic attack. Coming from the summer in NY, I could not fathom it and both my husband and I just looked at each other like a deer in headlights. Then came the news of no TV or electronics (ie Phones in the room) (although there is very fast WiFi which is free) . I thought I was hearing things. I just remember asking our Major Domo (aka Butler) where the “other wall” was.

You know what though? Best thing ever. The first day was a bit rough as I actually don’t remember the last time I was somewhere with no AC. Both of us were coughing up all the “gunk” (we kept kidding that we were allergic to nature) and by the end of the trip, I actually was fearing going back to AC filled, pollution based NYC. My skin was the best it had ever been, I think we actually lost weight from all the walking and fresh air, and even our eyes were clearer.

And when was the last time you saw stars? At night you could actually see the galaxy it was so clear. It did feel a bit as though we were in tree houses or the movie Avatar.

Video: http://www.youtube.com/watch?v=1S-KjkqzBjE

The food was obviously seafood based with a Caribbean (creole) twits. Not my absolute favorite but it’s a personal taste. They have an excellent sommelier at the main restaurant for Jade Mt whom was very knowledgeable and professional making the ambiance particularly upscale. 

The spa at Jade Mountain, albeit small, was very comprehensive (from couples massages to pre-natal massages to facials). They have a gym as well (both spa and gym have AC) but you really don’t need to go at any point given the amount of walking you do!

 

Service was a bit disjointed. Your front of office staff was incredible (Manuel and Jeff particularly) and the butlers and some of the waiters at the Jade Mountain main restaurant (there is only one exclusively for Jade) were fantastic. But then you’d get some of the other staff that was not as “fantastic” and I think a lot of it had to do with the mixture of the two resorts. Let me explain.

It took me a while to understand the relationship between the two resorts (Anse Chastanet and Jade Mountain) but basically, as a guest of Jade Mountain – the more upscale, elite of the two -  you can roam the entire area, eat wherever you want and enjoy all the activities and amenities both resorts have to offer. By the way, when I say “roam” I mean that very loosely as remember that the resorts are on a hill so you literally go up and down to get anywhere (like your room to the beach) which is an excellent work out  (they do offer shuttles for the Jade Mountain guests but that’s no fun).

On paper, having the two resorts intertwined sounds like an excellent marriage. However, the demographics of the two resorts are completely different. Those staying at Jade Mountain and paying over $1500 a night are expecting the best (Note: we had a special travel agent rate!). They are high net-worth individuals and perhaps described best as  “high maintenance” travellers. Point is, they are very different to those at Anse Chastanet paying $250 a night.  You may see where this is going. When you are at the other restaurants or the beach, the staff doesn’t actually know whom you are so that may be where the issue lies.

This is my one main criticism. However, to our grand delight, as we were walking up from the beach we literally ran into Parrot Cay’s  (Virtuoso resort in Turk’s and Caicos) former General Manager whom was recently brought in as the new general manager of Jade Mountain and Anse Chastanet. I believe that he’ll have this issue resolved in no time at all.

The good thing is that most packages come with meals included as things are expensive on the resort.

 I did leave the best for last though…the rooms are something out of this world. It is no surprise that they have won so many awards. Even the “Bachelor UK: was filmed here (and returning soon!).  I can’t even begin to describe them and the pictures don’t do them justice so here is a short video we took.

http://www.youtube.com/watch?v=LjDGfaDer3c

So the question is: would we recommend Jade Mountain? If you want to get away from it all…pollution, AC, stress and revive and regenerate…then absolutely. If you are a honeymooner (or simply want to spend quality time with that special someone) then absolutely.  Just make sure you are informed as to where you are going and what it entails.

Most surprising thing? The St Lucian’s love of country music and line dancing!!

Tips: - Take advantage of the activities such as climbing the Pitons or jungle biking (if that’s your thing), sunset sail or visiting Soufriere or the volcano (try to get a water taxi there so you avoid that steep hill road).

-       If you can afford it, make one of the transfers from the airport by helicopter.  Its an 8 minute ride but well worth it to avoid the winding roads.

-       Take mosquito repellant and good sandals (not flimsy flip flops only!)

Socia Media - A trend or the new tool in Marketing?

Does Social Media actually work?

It seems like social media has been synonymous with "teen gossip" so it is no surprise when my corporate clients ask me:  "Does this nonsense really work"?

The answer is simple. YES! Absolutely.

Social marketing is a brand-building tool first and foremost. One way to look at it is that it has become part of the marketing mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another.

Think about it...if you do it properly you end up saving money, historically spent on advertising, because you build direct communication channels with high volume reach to your audience. And you don't need to have millions of followers either. It's about quality, not quantity.

In her article in the Harvard Business Review, "To Monetize Social Media, Humanize it", Amy Jo Martin from DigitalRoyalty summarizes it best. She says: "Focusing on delivering value when, where and how your audience wants to receive it is a far better strategy than focusing on growing the number of followers you have. Tony Hsieh, CEO of Zappos, humanizes his brand via social media by exposing the humans behind the brand and leading with accountability when mistakes are made. Zappos has extended its brand promise, stellar customer service, to social media channels, giving customers a forum for providing feedback when, where, and how they want to share it. Well-trained employees providing customer service via social media is an efficient way to turn negative guest experiences around and amplify positive experiences, both of which impact the bottom line."

What is the golden rule?  

Humanize your brand - because humans connect with humans, not logos.

All the hoopla about the Royal Wedding is a great lesson in Marketing

I found this a great article by Lisa Arthur from the Marketing Revolution.

Five Things the Royal Wedding Can Teach Us About Marketing

Ever since Britain’s Prince William and his longtime girlfriend Kate Middleton announced their engagement last November, the media, the paparazzi –and yes, marketing departments, too –have been working at a fever pitch to make sure we’re all included in the celebration. 

According to MarketingWeek, engagement-related merchandise could be worth between $19.5m and $29m, while wedding merchandise could “easily” top $42m in the UK. An additional $351m is expected to come from travel and tourism, and food and grocery retailers will put the icing on the cake with $585m in sales generated by all the festivities.

Obviously, marketers are in a frenzy, pitching everything from Kate Middleton engagement ring replicas to Royal Wedding bunting –and that makes this the perfect opportunity to take a step back and look at what’s working . . . and what isn’t. Have you noticed any notable trends? I have, and here is my (somewhat tongue-in-cheek) list of the five things the Royal Wedding can teach us about marketing:

Don’t be tacky. This is seemingly the simplest of all lessons, and yet again and again, I see companies in need of a gentle reminder. For example, shortly after the engagement was announced, a rep from Rogaine told Life & Style that Prince William would be the “perfect spokesman” for the company’s new unscented foam. That’s just what every groom-to-be wants to hear, right? Fortunately, the Royals appear to take this all in stride . . . BUT just in case there is any lingering doubt, the Lord Chamberlain’s Office has produced what it calls “definitive guidelines” for souvenirs, photographs, engravings, etc. related to the auspicious occasion. Be advised: royal wedding aprons, tea towels and t-shirts have been officially disallowed –they’re not “in good taste.” However, mugs, plates, commemorative coins and wall hangings got the green light, provided they use the pre-approved images of Will and Kate I mean, “H.R.H Prince William of Wales and Miss Catherine Middleton.”

Use a customer-centric approach. Today’s consumers demand individualized interactions with brands, and they’re clamouring for messages that are relevant and personalized. In other words, you have to know what’s important to your customers and then incorporate that into your messaging and product offerings. For example, Celebrity Planet, a London-based tour operator, took the bull by the horns and launched a William and Kate tour, chronicling the young couple’s courtship. Likewise, restaurants are catering to their patrons’ fascination with all-things-Royal-Wedding, and many are planning a range of special events, from themed menus and free cake to special decorations and big screen tv coverage. Dunkin Donuts is caught up in the whirlwind, too, offering customers a rare culinary tribute: the Royal Wedding Donut. And even children can get in on the fun with these adorable “action figures” depicting William and Kate, the Queen, Prince Phillip, a Mounted Royal Guard, a foot soldier and a Corgi.

Develop social media tie-in. Success today depends on integrated marketing management, and social media is now a fundamental component of the marketing mix. Schwepps understands that, and the company has created a wedding card for people to sign on Facebook –in addition to its selection of limited edition wedding bottles and themed drink recipes such as “The Wedding Bouquet” and “The Best Man.” Meanwhile, NBCUniversal is preparing nothing short of complete saturation with more than 20 hours of combined coverage from NBC and MSNBC on the day of the wedding, a Royal Wedding app for iPad, @royalwedding on Twitter, and the NBC News Royal Wedding event on Facebook. In addition, NBC News is partnering with GetGlue to offer its viewers virtual “stickers” for watching NBC’s Royal Wedding programming.

Incorporate social responsibility. Corporate social responsibility continues to move its way upward on company agendas, and amidst all the Royal Wedding hype, it’s refreshing to see that the happy couple has established a charity gift website. Through the site, well-wishers can donate money to a variety of charitable causes, ones which Prince William and Kate feel are “close to their hearts and reflect the experiences, passions and values of their lives so far.” Nice touch.

Look for brand extension opportunities. What happens on April 30? When the hubbub subsides, will Prince William and Kate be forgotten? Of course not! Many see long-term marketing potential, and I’m sure we’re going to be included in many more happy occasions as the years go by. I’ll bet many royal watchers are already eagerly anticipating commemorative tea sets for William, Jr. and/or Baby Kate.

Weekend in Bahamas Write Up

Only a 2 ½ hour flight from New York, The Bahamas is extremely simple to get to…and if booking during low season, can be inexpensive. JetBlue is easiest and non-stop. Just make sure it isn't Spring Break...that's if you are 30 and over (if you are 20 or party like one- or don't mind a million families and kids around,  than its perfect) 

The most famous hotel there is the Atlantis Resort and Casino where I just recently spent the weekend. Opened in 1998, the resort was created by South African hotel magnate Sol Kerzner. Located on Paradise Island -a 20 minute drive from the airport (which has recently gone under renovations)-Atlantis first opened it Coral and Beach Towers under Trump Plaza and later changed it to Atlantis.It is a massive resort. It has 3,614 guestrooms and you have so much do and see at your fingertips that you’d need at least a week to do it all (if you wanted to of course as you could also do absolutely nothing).

Atlantis is actually perfect for families as it caters to both kids and adults. If you go with children, you don't have to worry about them because all the kid’s activities are supervised by trained professionals. There are an abundance of different water activities. The 141-acre (0.57 km²), 200 million gallon Aquaventure combines slides, lazy rivers, and rapids into one large waterscape. If you want to get up close and personal with marine wildlife, there are many instructional interactive activities. You can play with dolphins in shallow natural pools and learn about their habitats. They can also play with real tame California Sea Lions, touching, hugging them, and even kissing them on the nose. There are supervised underwater dives, educational experiences with marine life researchers.

For adults, there are also many different things to keep them entertained. There is a golf course, a spa and more than 40 different lounges, bars and restaurants to choose from. In addition to this, there are loads of entertainment venues, including concerts, theater, a full service casino and a 9,000 square foot Aura Night Club. There are often live concerts & events (such as Taylor Swift or Jerry Seinfeld) so check before going. 

If you are going as a break and have no kids, the place to stay is the Cove.  The rooms are nicer and you get access to all of the resort. There is also an adults only pool area, where no one under 18 is allowed. Here you can rent your own private cabana, or sit by the pool on a bed and listen to the DJ whilst sipping your Bahamian Rum Punch. 

Check out time is 11am but they have transit lounges. The Cove’s is particularly nice. Just make sure that you leave at least 2 hours early before your flight as you pass through immigration on the way out.