So how do you balance pure entertainment value and the ability to position and promote your brand effectively. It’s not as easy as you might think. We have all seen major marketers fumble year after year. But if you cannot effectively position or promote your brand and make it memorable in the fuzzy haze of Super Bowl Monday then why are you spending $2.5 - $3. Million on a :30 spot anyway. Oh yeah, what’s with all the head butting, slapping and tackling? Here’s my take on last night’s show…

The Winners:

KGB: Sumo Wrestlers – I never heard of KGB, but I’m gonna check it out today. Message was quite clear.

Snickers: Betty & Abe – Really well done and made the product the star

Google: Searching through life – Said it all without saying a word, which is valuable considering all the obnoxious people talking during the game

Audi: The Green Police – Memorable and made their position clear

Bridgestone: Whale – Riding off the success of The Hangover, the spot had stopping power

Career Builder: Casual Day – Didn’t we see a Bud Light viral version of this last week. It was still a good spot

Budweiser: Clydesdales – They do it every year!

Denny’s: Grand Slam – Chicken’s rule! Who dat going to Denny’s tomorrow?

E-trade: Milkoholic – Great campaign keeps rolling out

NCIS: Headslap – Yes it was one of many slaps but this could really take off. Who watches this show anyway?

The Saints: They came marching through

The Losers:

Jim McMann Shuffle – Who was the client?

Go Daddy: Danica – Why?

BudLight: Voices – This is NOT the next Wassup

Tebow: Enough said…

Taco Bell: $5.00 Box – These black men had no rhythm

The Colts: It was actually kind of nice to see a Manning get slapped around

Queen LaTifah: WTF was that?

Local:

Charles Barker – Sorry Charlie

Cox – Nice tease for wireless

If you want to see all the spots, here they are: Super Bowl Spots

Posted by: Joe Takach, CEO, Meridian Group

Going back through the annals of time, there have been feverish headlines that “you name it” media is dead.  Consider:

• In the 30s, TV was going to be the death of radio

• In the 60s, FM was going to be the death of AM radio

• In the 80s, cable was going to kill off broadcast TV

• And, in the 90s the clamor began that the internet was going to kill off all of it – including printed media!

As we all know, none of this has come to pass.

There are more than 10,000 radio stations in the U.S.  And, there are still very strong AM stations in every market.  Maybe the family doesn’t sit around the radio console every night to listen to the same show – but that’s good news; radio has evolved to please divergent, individual tastes.  Satellite radio was to be the next evolution, but as a fee-based medium, it’s still overshadowed by traditional radio.

The strength of cable TV viewing has become of more concern to TV broadcasters than ever before.  The number of networks available, and the inherent volume of program options, has certainly diminished broadcast TV shares.  But to say that TV is dying would be inaccurate.  TV viewing in 2009 was up 1.2% (about 93% of the population) over 2008, and recent figures from Nielsen show that Adults 18+ average more than 5 hours a day in front of the tube.  TV isn’t dying.  Fifty years ago there were only 3 networks plus PBS, which nobody could really see clearly.  And forget watching something at 1 a.m.  TV has evolved to 400+ channels, is available 24/7 – and still taking up most of the average American’s media time.  The next evolution may come in the “boardroom” with the takeover of NBCU by a cable system – Comcast.

The internet has been a phenomena both in its rapid growth and almost-daily evolution.  There doesn’t seem to be any accurate count of how many sites are in existence at a given time.  But we know it’s being used – more than half (53%) the population uses the internet on a daily basis, and the average time online is nearly a half hour each day.  Marketing on the internet has finally settled down to standardized sizes, and the ability to target specific audiences which was a welcome evolution for everyone’s ROI.

But the biggest evolution in the works is with the transition of the standard telephone into a marketing device.  Approximately 85% of the U.S. population has a cell phone from which they can call, text or receive marketing offers.  While only 2% currently have Blackberries or iPhones, the growth of mobile marketing can be assured.  As with the internet, we are in for a period of marketing trial and error, but it will be worth the effort in the long run.

Sure, the marketing environment has changed over the decades and that will continue. But as history supports, media willing to evolve will survive.

Posted by: Becky McIntyre, Media Director, Meridian Group

Meridian Group is proud to announce that they have been named the agency of record for the Virginia Zoo in Norfolk.  With this new relationship, Meridian Group will provide strategic branding efforts, creative services, and integrated communications campaigns.

“The Virginia Zoo chose the dynamic team from Meridian Group to lead our Summer 2010 and grand opening of Asia, Trail of the Tiger ad campaigns because of their creative synergy,” said Greg Bockheim, the director of The Virginia Zoo. “Our team is looking forward to a future of wildly enticing and bold marketing elements from Meridian Group, with its unique and diverse experience and clientele.”

The Virginia Zoo attracts more than 409,000 visitors a year. The Zoo is currently experiencing a renaissance thanks to the recent additions of several attractions like the African Okavango Delta exhibit, the Australian exhibit, the red panda exhibit, and the C.P. Huntington replica Zoo Train, as well as many rare animal births, including Willow the giraffe in October 2009.

Good job team!

Posted by: Kim Boykan, Social Media Coordinator, Launch Interactive

Most are addicted to the daily jolt of a 5 hr Energy, Redbull, Dew, or pharmaceutical of choice to get them revved for the work day. Creatives on the other hand exist/survive on their own secret stash. (No, not alcohol.)

You could easily be one of those people pacing in front of the office coffee maker or in line at the local *$s (that’s starbucks for you out-of-touch-virgin texters.) or you could walk up to a creative and ask what they’re working on. If you don’t get an instant spark from the ipod, macintosh, iphone, crackberry or even static electricity, you’re either asking the wrong creative, or interrupting a heated ping-pong/brainstorm session. (Yes, we can play pp and work at the same time.)

Creatives are the gems that create, imagine, discover, inspire, achieve, unveil, reason, and collectively drive the enthusiasm of the group. Sometimes while doing other activities. (Just ask our significant others.) And since everybody’s talking about moral these days…Nothing can cheer up a mad client, down co-worker or screaming boss like great creative.

Instead of going out and buying what you think will get your heart racing again. Embrace the mash-up skills, creativity, and craziness that comes from your local creative department.

Posted by: Shane Webb, Creative Director, Meridian Group

To promote Suffolk restaurants Vintage Tavern and River Stone Chophouse, Meridian Group recommended introducing M&M Hospitality Group partner and executive chef Sam McGann to a wider national audience. Positioning Chef McGann as a national expert would raise the profile of both Sam and his restaurants, and also help to put Suffolk on the map as a fine dining destination.

Meridian arranged media meetings in NYC with editors from Food & Wine and AOL Living for Chef McGann, and the relationships have continued to pay off. Chef McGann was recently included in a roundup of tips for the at-home cook from popular chefs. Other pros included national chef superstars Martha Stewart, Nigella Lawson, and Bobby Flay.

Click here to read: Learn from the pros

Posted by: Kate Davis, PR Counselor, Meridian Group

Social Marketing. In 2009, Agencies tried to wrap around specifics of revenues, billing, staffing, and what kinds of projects could provide value. Clients struggled to see how social would serve their brand, their culture, their org chart, and their customers.

As 2010 begins some of the answers, for both, are clear, or at least clearer. In condensed form, let me detail the creation in 2009 of a social presence for a regional health care client.

The development of social began informally. Broad goals were defined, links and stories were traded via email. Internal blocks were identified and addressed by the client. For instance - you can’t manage a Facebook fan page at work when access to it is blocked by your IT staff.

Meanwhile, Meridian Group’s web team, Launch Interactive, researched and wrote very exact project deliverables. Listening carefully to client needs and expectations, Launch was able to define how the tools would work, who would use them, and how the information created with each tool would distribute to the client’s web site, Facebook, Twitter and blog.

Our programmer/developers created proprietary tools,including a blog, calendar, and RSS feeds,introduced ‘Save and Share’ features, and mapped out a complex, sophisticated distribution from tools to web site and back again, with external feed to Facebook and to Twitter. We assisted the set-up of Facebook and Twitter accounts and designed the brand ID. Additionally, content production and support was given.

Compared to other clients who have tackled social without agency assistance, our health care client is connecting their social investments (Facebook, Twitter, blog, calendar) to other assets (web sites, email marketing and blogs - even print. Interconnectedness, leveraging, and efficiency are very good things.

Will 2011 reveal further advantages for clients who’ve turned to Meridian Group/Launch Interactive for support and development of social marketing? We’re working hard to make sure that’s the case.

Posted by: Rich Loftus, Web Content Manager, Launch Interactive

For decades, the flip-calendar giveaway ruled the arena of corporate sponsored swag, decorating our walls with glossy murals of power-tools, sportscars and bikini-wearing supermodels.

Yet somewhere along the way, the allure of 30 blank boxes and an NFL cheerleader turned into nature shots and terrible stock photography. What’s the deal? Where’s the effort? Heck, where’s the usefulness?
Every free calendar I get now is full of meaningless trivia and obscure holidays. The whole point is that I have a place to jot down my wife’s birthday.

I’ve received two calendars so far this year and neither of them are worth hanging. I honestly can’t stand to look at them.

One is from a local real estate agent and it is full of “seasonal landscapes”, none of which are local. Why not take photos of the 12 oldest houses in the area or the 12 best places to get a beer? Or at the very least seasonal landscapes of the town we live in.

The second is an obnoxious calendar from a local printer full of generic corporate photography and 15 shades of blue. There’s even a photo of a guy in a suit with a briefcase pointing out into the horizon. Wow. And this is coming from a printer. Nothing about inks, papers or the craft of printing. No personality, just a generic giveaway with the company logo “playing it safe”.

Aside from the Chic-Fil-A calendar (which you have to buy), the 12 month flipper is a dying breed, and that’s a shame. Because what other marketing tool offers you someone’s full attention, in the comfort of their home or office, every day of the year?

Posted by: Matt Schneider, Production Manager, Meridian Group

Sar⋅casm [sahr-kaz-un m]

1.      Harsh or bitter derision or irony

2.      A sharply ironical taunt; sneering or cutting remark

Ahhh sarcasm – used so frequently, yet so dangerous in the electronic world of today. Ever said something via email or text message that was clearly sarcastic (to you) only to have it burn and fizzle after the recipient misconstrues your sarcasm for reality? Don’t you wish there was some way you could indicate exactly how sarcastic you mean to be? Well now you can! Introducing the SarcMark - for $1.99 you can download the new sarcasm punctuation to your computer and use it as frequently as you feel the need. Finally, a solution to our interactive communication problems. This should help salvage a relationship or two.

Posted by: Jasmine Stark, Account Coordinator, Launch Interactive

Meridian Group‘s STIHL team was approached in November of 2008 by Dr. Andrew Thomas , who saw the full page ad we produced in the Wall Street Journal asking, “Why is the number one selling brand of chainsaw not sold at Lowe’s or The Home Depot?”

We arranged an interview with STIHL President, Fred Whyte who pointed out the reasons for STIHL’s stance on distribution, which turned into an entire chapter in Dr. Thomas’ book “The Distribution Trap: Keeping Your Innovations From Becoming Commodities” (now available through Amazon.com and other online sources).

Recently Dr. Thomas visited company headquarters in Virginia Beach and spoke to STIHL employees about how the company remained successful by keeping their distribution process in house and avoiding the trap.

Posted by: Terry Kelley, VP of PR and Corporate Communications, Meridian Group

Meridian Group introduced Wounded Warrior Project (WWP) to National Association of Collegiate Directors of Athletics (NACDA) four years ago and the organization adopted WWP as its leading charity.  The A.D.’s at hundreds of schools around the nation invited warriors to attend games and included them in a variety of ways including football coin tosses and halftime recognition to let their fan bases know that this cause is worthy of their support.

This year, more than 45 schools across the country invited warriors to attend games, and the Wounded Warrior Project was invited to film a PSA that aired during the Rose Bowl: WWP PSA

Posted by: Kate Davis, PR Counselor, Meridian Group