Filed under: Abraham Harrison, Abraham Harrison LLC, Chris Abraham, Mark Harrison

Chris Abraham and Mark Harrison of Abraham Harrison LLC

2 Comments » Posted on August 16th, 2007 by Abraham Harrison

Filed under: Domain Name Registration, Domain Name Strategy, Domain Registration, Dot Com, Dot Net, Dot Org, Organizations

In a recent entry about the increasing value of site names I quoted Goldberger, an insider in the business, as saying, “Dot com is king. Dot net is worthless.” Where does this leave dot org? One company TIAA-CREF which offers financial services to people employed in professions such as teaching and health care believes that their dot org status could be beneficial. The New York Times article on the new advertising campaign pointed out that it came at just the right time. One print add asks, “Ever heard of a .org crash?” which with the current state of the market could prove to very a very comforting idea to the target audience.

This a step in the right direction. Previous campaigns have torn at the heart strings (I admit to even tearing up a few times). Recall the montage of hard working professors and doctors followed by some phrase like “For all the extra hours you dedicate to your students, we think you deserve extra credit”. Though these campaigns were flattering to the ego they did not necessarily flatter the target audience’s intelligence as consumers. To flaunt the dot org will presumably give a sense of security to the younger generations (Modernista which is handling the campaign is targeting people still in the prime of their careers). These younger people are the ones more apt to look at the site “suffix” and may like the feeling of putting their money into the hands of a nonprofit organization.

Is this something new that can be expected of others? Can pushing a site’s name (specifically .org/.com/…even .net) create a positive feeling in consumers?

No Comments » Posted on August 16th, 2007 by Dani Sevilla

Filed under: Conversation Marketing, Online Engagement, Online Marketing, Online Outreach, Online Participation

So, why is everyone so frustrated by folks like Ted Murphy and PayPerPost? We completed a gig for them and during our outreach and engagement, lots of folks didn’t get PPP. Well, it seems to me that not everyone does stuff for free, neither the Internet nor the physical world:

“The Detroit based musician emzy.collins is offering a $100 prize to the fan that does the best word-of-mouth marketing.” Via PR.com

1 Comment » Posted on August 16th, 2007 by Abraham Harrison

Filed under: Conversation Marketing, New Marketing, New Media, SNS Marketing

What we’re doing over at Abraham Harrison doesn’t make a lot of sense to many traditional firms and their traditional marketing and PR agencies. Let me explain something: social media, social networks, social utilities, and blogs don’t work the same way that traditional media outlets do. Here’s a might fine little excerpt care of TMCnet

“By now, it’s clear that successful SNS campaigns don’t follow traditional marketing rules; SNSes can’t be treated as channels because SNS members aren’t passive Web pages.”

“But most marketers still use traditional marketing tactics like run-of-site advertising and static microsites to push messages into these networks. Instead, to realise the full value of marketing on SNSes, marketers should be prepared to engage in a personal relationship with users by providing something of value. Promotions are good in this context, but even better are information or brand elements that users can pass on to their friends.”

“As such says Forrester, marketers should mimic how bands promote themselves on sites like MySpace - they engage their fans by posting frequently providing backstage gossip, and answering their questions. Against this background, Li concludes that marketers should ‘ditch the marketing tactics’ as marketing using SNS is ‘about building trusted relationships.’” Via TMCnet

1 Comment » Posted on August 16th, 2007 by Abraham Harrison

Filed under: Buzz Marketing, Conversation Marketing, Word-of-Mouth, Word-of-Mouth Marketing

Unless you’re running an affiliate site or need eyeballs, the best way to build a brand is to influence influencers: to make people want to visit versus tricking them into visiting through graphical and textual ads.

“Although a high level of online activity may suggest the influential brand advocates would respond to social marketing information rather than create their own; advocacy toward a product or service is most likely to be generated by word-of-mouth.” Via WebProNews

I still have loads of clients who still want to buy their way into traffic. Like I always say, like a broken record, is that the moment you turn off your ad campaign is the same moment the traffic dies as well.

Word-of-mouth can be a little tricky and isn’t immediate, however, it is durable; of course, you can’t be a control freak about it, because you can’t make word-of-mouth happen.

In order to succeed in the word-of-mouth arena, you must be as attractive as you advertsie, you have to have a great product or service, and you have to be willing to actually not be just hype.

10 Comments » Posted on August 16th, 2007 by Abraham Harrison

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