This week's Quotes of the Week include comments about Twitter advertising, Andy Carroll becoming a brand ambassador for Umbro, a review of The new-look Sunday Herald, and much, much more.
“Dealing with negativity is not a new idea, but many brands are weak at embracing it (and actually turning it to their advantage) online. But Authenticity is a powerful driver of brand success, and to reject it through a desire to control / fear will ultimately weaken brands. They need to embrace new platforms like this; then it’s a case of that maxim: Listen, Engage & Act,” commented James Trezona, managing director of Mason Zimbler when asked about the prospects of new online startup platform Pushnote, which will allow people to place anywhere on the web.
Discussing whether Twitter can be used as a sole marketing tool, Nicola Peate, social media manager at McCann Erikson in Manchester, explained: “Brands have to remember that its not unnatural for the average Twitter user to see product mentions and follows, but Facebook users are more used to talking to friends, not products.”
Jenny Honey, digital communications manager for SE, explained to The Drum the strategy begin Scottish Enterprise‘s new website and imminent site for Scottish Development International: “With budgets reducing across the sector we really need to make sure that everything we’ve got does the best job for us and we realise that the website is a prime way of engaging with business customers as well as communicating. This is part of the investment to do that and to drastically reduce our marketing spend in other area."
“The bottom line is that no publication’s online advertising reflects the value of the editorial beside it,” stated Stewart Kilpatrick, writing about the development of his online newspaper The Caledonian Mercury.
Said radio presenter and Fun House favourite, Pat Sharp about joining Smooth‘s morning show: “I’m delighted to be back on national radio playing the music that I love. I’ve enjoyed a taste of the job over the last few weeks and I’m delighted I will be taking up permanent residence on Smooth Radio’s weekend breakfast show.”
Talking about his new six figure sponsorship deal of Harry Hill’s TV Burp, Caspar Nelson, head of brand communications at Phones 4u, said: "Harry Hill's irreverent tone and content resonates well with the Phones 4u brand and consumer, and the prime time Saturday night programming delivers excellent reach and frequency. Plus he's f***ing funny and our target audience love him!"
Another sponsorship deal signed this week was between Umbro and Newcastle and England striker Andy Carroll, who responded by saying: “I’m delighted to sign with Umbro. The Speciali is a classic leather boot, that’s really comfortable to wear and importantly this season I’ve been scoring goals wearing them. That goal against Liverpool was particularly memorable. It’s an exciting time in my career and I’m pleased to have Umbro’s support.”
Reviewing the newly designed magazine version of The Sunday Herald, Charlie Crawford, business director for MediaCom Scotland, stated: “Will the new product offer the level of positional synergy that a supplement offers and will the Sunday Herald be selling full pages in the new paper for the same price as they sold pages in the magazine? I suspect I know the answer to the latter.”