What struck me as over the top this time in her music video, however, was the level of product placement.
I have a confession to make: I’m a Jennifer Lopez fan. I don’t listen to her often, follow her career much, or really know that much about her. I usually have a very rational reason for liking someone, but JLo is just….entertaining. She’s so over-the-top so much of the time and I find it hilarious.
And she didn’t disappoint in her new music video for the song, Dinero. Walking an ostrich, roasting marshmallows over a fire made of cash, spray painting a luxury vehicle, etc. What struck me as over the top this time in her music video, however, was the level of product placement.
A breakdown of product placement in Dinero
(intentionally not linking these to product sites)
Mig Vapor e-cigarette – :28 (product use) :30 product use + hat
Jersey Mike’s Subs – 1:40
Lyft – 2:06-2:18, 5 times
Time magazine – 2:21
New York Yankees – 2:32. Although this might just be her fandom coming through. She is, after all, “Jenny from the Block.”
Create a viral marketing campaign around certain toys using social media influencers.
Undersupply the market with the toy. The limited amount furthers the frenzy and increases the desirability since now only a select number of consumers can get them (exclusivity)….
Create a viral marketing campaign around certain toys using social media influencers.
Undersupply the market with the toy. The limited amount furthers the frenzy and increases the desirability since now only a select number of consumers can get them (exclusivity).
Launch PR campaign, supply media organizations with a few of the toys so they can them away as part of their holiday feel-good campaigns.
Parents promise their kids the toy for Christmas, but can’t get it.
Parents buy substitute toys for Christmas.
After Christmas, toy manufacturer floods the market with the toy.
Parents buy the toy when it becomes available, so now the parents have bought toys twice for the season: the substitute toys for Christmas day, and the desired toy in January or February.
And yet, what do I remember about my childhood holidays?
My grandfather building a gingerbread house with me.
Seeing and playing hide and seek with my cousins.
Putting together my family’s Christmas pyramid and being amazed by how the candles made it work.
While giving the full explanation each time may not fully prevent customer service issues from going viral and it may make things worse if it frustrates the customer, it can prevent others who are overhearing the conversation from making up their own story and creating a viral crisis via social media.
The article highlights a couple of recent airline customer service experiences, such as a man being dragged-off a United Airlines flight, and how could have been solved in more productive ways. It also argues that, had the whole story of some of these recent incidences been what the public saw, the court of public judgement may have judged the incidences differently.
The latter point is what interested me, as it emphasizes one of the most fundamental principles of crisis communication: If you don’t give people the whole story, they will make up the information they are missing.
And it gives us a way to potentially solve the issue. Customer service representatives need to make sure that EVERY time they discuss they issue, they give the full story and preferably in every sentence.
In the case of two teenage girls not able to board a United flight because they were wearing leggings, the reason was that they were using “buddy passes” which have strict dress codes. While I wasn’t there and can only surmise what happened, I’m guessing the gate agent, who was probably in a rush, probably said something like “Sorry, you two are’t properly dressed to board this flight” when the Shannon Watts (the woman who complained about it on twitter) overheard. What’s missing from the above version? The full story about them being on buddy passes.
What would it look like to explain the full story in this situation?
Gate agent: You are traveling on a free buddy ticket and your outfit does not meet the dress code for using a free buddy ticket.
Gate agent: You are traveling on a free buddy ticket and your outfit does not meet the dress code for using a free buddy ticket. Do you have something else you can change into that meets the dress code for using a free buddy ticket?
Ladies: We didn’t know that. What’s the dress code?
Gate agent: Here is the dress code for using a free buddy ticket. Do you have something else you can change into that meets the dress code for using a free buddy ticket?
But this is hard, gets redundant and takes time in a stressful situation, so people start taking shortcuts.
Gate agent: You don’t meet the dress code, is there something else you can change into?
Reading the above, you can see how, if someone just heard this statement, they could start making-up the rest of the story.
While giving the full explanation each time may not fully prevent customer service issues from going viral and it may make things worse if it frustrates the customer (more trial of this is needed to understand and refine), it can prevent others who are overhearing the conversation from making up their own story and creating a viral crisis via social media.
And when you find yourself on the flip side and the person who overhears, PLEASE take a minute to find out the rest of the story before you pass judgement. I know, easier said than done, and I mess this up all the time, but the more we do this, the less issues we will all have.
I recently bought a dress online following this flow:
See dress on a Facebook ad, fall in love with it, click on ad
Ad takes me to a company page, I’ve never heard of the company before, this makes me wary of purchasing
Conduct a Google search for reviews of dress
Finding nothing, go to Amazon and look for the dress there. Find positive reviews, including photos of actual people wearing the dress
Opt to purchase on Amazon because:
Amazon has standardized recourse/return methods if the purchase goes bad
I can easily track the shipment
I had a gift card from my birthday I wanted to use up
It was the same price as the initial website
If you’re the business selling the dress, using simple Click-Through Rate (CTR) tracking methods (# of people clicked on ad, % purchased after clicking), you’ll never know that the Facebook ad “worked.”
If you’re using “Last Interaction Model” tracking, you’ll assume the purchase came from Amazon. Amazon played a role, but it wasn’t the whole story and didn’t prompt the purchase.
If you’re using “First Interaction Model” tracking, you’ll assume the Facebook ad did all of the work, ignoring the role of the web search and Amazon.
To really understand the full journey, you have to look at a broader set of data and how various advertisements and marketing promotions play critical roles in your sales.
Most contracts between talent and agency are usually confidential, but because it was with a governmental agency, it could be public domain (hence the contention). What we do know for sure, however, is that it offers us a rare glimpse of one of these contracts and the role of social media advertising from celebrities.
Under section 4.3, Social Media and Email we find:
4.3.1 Social Media
A. The Contractor will provide Talent’s digital services team to make in aggregate a minimum of two (2) social network posts each month on each of Talent’s various social media channels. (e.g., 2 Tweets, 2 Facebook posts, etc.) in support of the VISIT FLORIDA mission to promote tourism; and including the social media hashtag “#LoveFL”. The manner and method of these posts shall be in accordance with Contractor’s organic approach to assure the authenticity of the posts and to avoid over-saturation (e.g., December may include myriad posts and January far less) and with due consideration of Contractor’s activities and demographics and to avoid any alienation of Talent’s fans given the general non-commercial nature of Talent’s social media sites. Where appropriate the posts shall include the presence of Florida photos in a manner consistent with Contractor’s past activities. The Contractor will include a creative written call to action to drive traffic to VISIT FLORIDA’S Facebook page (e.g., “Like VISIT FLORIDA’s Facebook page) when posting on Pitbull’s Facebook page.
B. Contractor will provide reporting that includes proof of all social media network posts as indicated above.
4.3.2 Email Contacts
A. The Contractor will work with VISIT FLORIDA staff to drive social media and email traffic to allow an aggregation of at least 500,000 email contacts for potential solicitation by VISIT FLORIDA for tourism activities/information. The Parties will work in good faith to create terms, conditions and procedures to assure that collection of all data is in accordance with all applicable laws and regulations, including without limitations the Children’s Online Privacy Protection Act (COPPA). All aggregated emails and user data acquired by VISIT FLORIDA in connection with Contractor will be shared with Contractor.
What we can learn from the above:
It’s not really Pitbull posting on these pages. He, along with most public figures, has a “digital services team” posting on his behalf.
Celebrities get compensated for posts on social media sites. I’m sure Pitbull loves Florida, but the reality is, he’s getting paid to post on their behalf.
Some celebrity social media posts are ads, and they don’t want you to realize that. Reading the above, it’s obvious VISIT FLORIDA wanted the posts to be “authentic” and not come across as ads. This is an ethical issue for me, I’m not a fan of ads that are designed so people don’t realize they are ads. But, it’s prevalent with celebrities and social media.
The goal is to capture your information. VISIT FLORDIA’s goal is clear, they want to capture email addresses for at least 500,000 people for purposes of marketing to them. And they aren’t alone; most similar promotions are all about information capture.
And your information will be shared. Not only is VISIT FLORIDA capturing people’s information, once they have it, they are going to share it back with Pitbull’s marketing team so they can also market to those people. This is very common as well.
Thanks for posting the contract, Pitbull (team):
I appreciate Pitbull’s team posting the contract. I think they saved themselves a lot of further public relations headaches by doing so and, as the title of this post says, it gives us a rare glimpse into one of these contracts.
With that said, what it shows is disheartening; there’s no more of an illusion that celebrity social media accounts are an ad-free zone. I think most people know this, intuitively, but having such concrete evidence of it public makes it hard to ignore.
In mentoring a student last week, I did a deep dive on affiliate marketing. What I found was that there seemed to be a lot of confusion as to what was affiliated marketing and what was a pyramid scheme (especially when pyramid scheme operators use the term “affiliate”).
Why it’s an important distinction
Quite simply, pyramid schemes (also known as multi-level marketing) are bad news. Many who find themselves a part of a pyramid scheme end up losing money due to startup costs, quitting their jobs to work on the scheme, etc. They also end-up losing their friends and family because the schemes emphasize recruiting friends and family into the business, which usually backfires.
The promise is the potential for large gains in money, but the reality is much different. The Finance Guy did a great breakdown of costs and income on pyramid schemes. For example, in 2010, active Amway members made an average of $2,424 per year. Their costs? $3,600 per year. So, they lost $1,176 on average per year.
But the main reason to stay away from pyramid schemes is that they are a scam, and because you are recruiting others in the scam, you could be charged with conducting illegal behavior.
Affiliate marketing isn’t without faults (potentially poor products, ethical issues such as disclosing you are an affiliate, etc.) but as a general rule, affiliate marketing is considered legitimate.
The difference between affiliate marketing & pyramid schemes
The main question to ask is: What is the primary way you make money?
In affiliate marketing, the primary way you make money is selling a product or service. You refer people to the company and the company pays you based on the number of referrals or the sales from the people you referred. For example, if you have a blog with a link to company’s product and that company pays you a commission for any sales that come from the link on your blog, then that’s affiliate marketing.
In a pyramid scheme, the primary way you make money is recruiting others. You may make a little bit on sales of a product or service, but the real money is recruiting others to sell the product or service and for them to recruit others. Usually the pitch goes something like “If you recruit ten people and they each in turn recruit ten people, then you could make a lot of money!”
“I’m sorry ma’am, we don’t allow photos,” called a clerk to me while I was visiting a local artist shop in Chicago. I smiled and put my camera phone away. This isn’t the first time that I’ve been stopped from taking photographs in stores and it won’t be the last. It happens most often to me with shops with unique, local artisan items, and I can understand why. They don’t want people taking photos so they can copy their ideas. But what they don’t realize is, they might be saving themselves from copycats, but they are also losing sales.
What the clerk above didn’t realize in the above example is that I was trying to make a sale for him; I was taking a photo because the sculpture would have fit perfectly in my friend’s home and I was sending him a photograph to see if he would like me to pick it up for him. In fact, most of the time I take a photograph in a store, it’s to ask someone else if they’d like me to purchase the item for them.
Two reasons people take photos in stores:
Taking photos allows them to buy things for others
It used to be that people would call friends or family when they saw something that the other might like and then the friend or family member would make the trip to see it. The younger generations found a way to skip the trip (unless it’s necessary), by taking photographs and offering to purchase and transport items for them.
Taking photos helps them to share your products
The other way the younger generations are using photographs is to show their friends and family cool new projects and/or let their friends know about cool promotions. Check out this Facebook post by one of my friends below. Do you think Starbucks is upset that she took and posted this photo?
So, if you have a “no photos” policy, I’m not saying you have to get rid of it. But weigh that decision carefully. Is it worth missed sales to protect your items? What is the likelihood of copycats?