Interactive media: a growing opportunity

For years, marketers have complemented their traditional media plans with ‘test-case’ online buys. Typically, less than 10% of a client’s media buy was allocated to purchase online banners and sponsorships. Today, interactive marketing spend continues to increase and, according to Forrester Research, is estimated to triple to over $61 billion over the next five years.

Marketers are finally recognizing the benefits of interactive media, which provides the ability to target buyers more precisely, to measure results and to generate business leads. And, there is an opportunity to creatively engage buyers on an emotional level with this dynamic media.

Are you still just experimenting with online? Why not take the plunge and embrace interactive – search engine marketing, social media, online videos, blogs – as a foundation of your integrated media plan?

Papa John's should apologize for their apology

During the Cleveland Cavaliers-Washington Wizards playoff series, a Washington Papa John's franchise handed out promotional towels to fans. On the towels, it said "23 Cry Baby," referring to their opponent (and our local hero) LeBron James.

This of course, caused an outrage among Cleveland fans. So to apologize, the Cleveland-area Papa John's decided to give their pizzas away for a mere 23 cents (referring to LeBron's jersey number).

This was a one-day promotion that happened on May 8th.

The event, of course, was supposed to be both a goodwill gesture and a great PR stunt.

And I'm not certain it turned out to be either.

First of all, the 23-cent offer was loaded with asterisks. It HAD to be a one-topping pizza. it HAD to be picked up. There was only one pie per household. And there was no promise on how long it would take to actually have your pizza ready. News reports showed people waiting as long as three and four hours for their pizzas.

This was sort of like the school yard bully apologizing for punching you while he was kicking you in the knee.

I'm not sure anyone who actually got a 23-cent pizza thought to themselves after it was all over, "Yeah, now that was a great deal...that was worth it."

And then there was the PR spin. Sure, Papa John's got a ton of press coverage. Every radio and TV station brought you stories of people waiting in line for their pizza. But the same reporters also showed the downside to all of this: Fights breaking out, consumer frustrations, reports of day-old pre-made pizzas being sold. And the commentator themselves dogged the quality of the pizza and the common sense of those waiting in line.

In the end, I've got to believe a full page "We're sorry" ad would have been less painful, costly and embarrassing.

And hey, if anyone needs to apologize to the Cleveland fans, it's the Cavs themselves for their heartless performance in game 2.