You’ve put together profile pages on a few popular social media sites, made occasional posts, and responded when you were aware of activity. Isn’t that enough for a small business like yours? According to Lubin Marketing Professor Paul Kurnit, “A clear, compelling message should travel across platforms that are most relevant for the communication, not the other way around. The huge attractiveness of social media is price is minimal and buzz can be maximized.”
Paul Kurnit offers up Tip #8 to John Rossheim, Monster Senior Contributing Writer, on creating and maintaining a social media strategy that’s a brand-building, rain-making machine for your business.
8) But remember, as with any branding, marketing or selling effort, your social media activity must have the ultimate goal of gaining and retaining customers and increasing sales.“Too many companies just throw something up against the proverbial social media wall, hoping something will stick,” says Paul Kurnit, professor of marketing at Pace University’s Lubin School of Business in New York.
To read all 11 social media tips from the Monster.com article which was picked up by a number of newspapers across the country including the San Jose Mercury News, click here
There have always been plenty of characters loitering in Times Square. But these days some of them are complete phonies. Dr. Larry Chiagouris, professor of marketing at Pace, suggests that a sustained presence of the impostors can leave a bad impression of the firms that own the rights. “People begin to subconsciously associate the stained and ripped characters with the companies.”
Bogus Elmos, a fake Mickey Mouse, a slightly-off Buzz Lightyear, a grimy Spongebob Squarepants and other well-known TV and movie characters have taken to roaming not only Times Square … but also Rockefeller Center, Penn Station and any other place in the city where copious numbers of tourists flock looking for picture opportunities. The characters, who carry a donation bag by their side, won’t say where they come from. Lubin Marketing Professor Larry Chiagouris comments as to why these “priceless gems” and “revenue streams” need to be protected by their corporate owners in the New York Post.
Morgan Stanley is thinking of getting rid of the Smith Barney brand, made famous by actor John Houseman (pictured) delivering the famous tag line: “We make money the old-fashioned way. We earn it.”
Is it a good idea for Morgan Stanley to get rid of a brand that’s familiar to customers and clients and has its own cache? “Smith Barney is a classic brand,” says Paul Kurnit, a marketing professor at Pace University’s Lubin School of Business. “But, it is quaint, not current, charming, not forward edge….Likely, if it goes away, it will not be terribly missed.”
Why are some bank brands kept while others are gone? Bear Stearns vanished quickly when taken over by JPMorgan Chase, IndyMac became OneWest, but Bank of America incorporated the Merrill and U.S. Trust brands into its own. Travelers not only kept its name when spinning out from Citi, but paid big for the little umbrella symbol.
TheStreet polls marketing experts such as Lubin’s Paul Kurnit as to whether it is a good idea for Morgan Stanley to get rid of the Smith Barney brand.
The love of those little toy bricks has made it part of American folklore.
“I sing a song to my child, and she sings it to her child – that’s how folklore happens,” said Paul Kurnit, a marketing professor at Pace University in New York who ran advertising for Hasbro for nearly two decades.
“Monopoly is folklore – it’s a really complicated game, and if it were invented today, it’d be a dud,” he said. “No one has that kind of time to invest in a game. But everyone knows how to play Monopoly. Lego is one of those products too.”
Toy-industry/marketing/branding expert Paul Kurnit discusses why a toy like Legos has managed to keep kids captivated for more than 80 years … and why it will still be a sought-after toy 20 years from now.