2012 is just around the corner; but before we welcome the New Year, let’s look back at 2011’s ups and downs. What’s making headlines and what’s making profit? From the loss of an icon, to weddings and Wall Street, this year has been full of talkers. I’m recapping a few of the major stories that had a great impact on the world of Marketing.
The Loss of Steve Jobs
Everyone knows Steve Jobs revolutionized the iPod and iPhone only to keep adding more to the genius mix. Jobs’ death wasn’t just an announcement, it was a historical shift. Apple products paved the way for companies all over the world, and while those companies raced to copy the latest Apple innovations, Jobs was already thinking one step ahead which made the Apple icon synonymous with success. Despite the flaws which every technological innovation encompasses, Apple’s simplicity, in terms of design, marketing and functionality, tributed to its brilliance. And brilliance values perfection, which doesn’t just mean delivering a great product, it means finding the flaws in the great product and making it better.
Occupy Wall Street:
From richer to poorer, we come to the latest in news, Occupy Wall Street. Yahoo! News described the best way to understand the scene: If the 48 poorest nations pooled their resources together, they’d still own less than the three richest people in the world. If that’s not crazy enough, the latest U.S. census reported that the top 20% had nearly half of all U.S. income while the bottom 20%’s take was only ~3.4%. To date, this is the largest gap as it’s almost double the gap from 1968 when President Johnson declared war on poverty. This imbalance is said to be due to outrageous bonuses and parachute packages paid to executives of bailed-out and fallen companies.
The occupy movement took to the streets and individually boosted social networking responses which led to the vast media coverage it’s receiving today. It was the first time a movement started without mainstream backing but still managed to leave the whole world watching.
Yahoo! News explained, “No matter what its future may be, Occupy Wall Street has accomplished one thing: It has shown how America’s largest generation with some Gen X-ers and Baby Boomers mixed in, are ready to change the conversation.”
And that’s the silver lining; if this generation uses new ways to solve old problems, there may be hope. The social media scene has an immeasurably huge impact on the world if people utilize it correctly.
iDo’s in 2011
The Royal Wedding:
Prince William married a commoner, Kate Middleton as the world was invited to watch in the wee hours of the morning. Millions of people tuned in to the ceremony which was being broadcast on all the major network and cable channels.
What did that do for Broadcast Marketing?
NBC Universal took the cake with more than 20 hours of combined coverage from NBC and MSNBC on the day of the wedding, along with a Royal Wedding app for iPad, trending #1 @royalwedding on Twitter, and the NBC News Royal Wedding event on Facebook. In addition, NBC News partnered with GetGlue to offer tis viewers virtual stickers for watching its coverage over competitors.
Other companies also took advantage of the event and produced ad campaigns centered around the roayls, i.e. T-Mobile’s Royal Wedding parody, Kodak’s “Middle Tones” campaign which was a play on words of Kate Middleton’s name, and British ad agency, Wieden + Kennedy, who created displays and targetted the high traffic of tourists in London for the event. More than a million people waited on the streets to watch the royal procession, and that was an opportunity W+K did not want to miss. You can view all three ads on Mashable Business’ website HERE.
On the web, Yahoo! received one billion page views for the British event, giving it a competitive edge against Google. Facebook got its share of attention and Twitter nearly crashed as people speculated about what Harry whispered to Pippa as they followed the newlyweds down the aisle. Rest assured, social media never rests.
Kate’s gown, designed by Sarah Burton for Alexander McQueen (who won designer of the year), got the most attention as the designer had remained asecret from the public till the day of the ceremony. As Kate walked down the aisle, replicas of the wedding gown were already in the works with designers wanting to get “copy Kate’s” into production ready for fall brides dreaming to be a princess for a day. Another fashion trend that took Americans by storm were the hats and fascinators worn by women at the royal wedding. In a matter of weeks, you could find these hats and elaborate headbands with feathers and beads at women’s fashion forward retailers nationwide.
Kim’s Fairytale Wedding:
Another wedding that caused a lot of media frenzy in 2011 was Kim Kardashian’s “fairytale wedding” to Kris Humphries which aired on the E! Network. This spectacle boosted ratings for the Kardashians’ TV series as well as sales for their clothing product line available at Sears stores.
And not too long after, the couple filed for divorce which got the media talking yet some more. You could say she got more coverage than sympothy as the sotry spread like wildfire, and many even believed this whole wedding dibocle was just another Kardashian publicity stunt. But is it true that “no publicity is bad publicity?”
Celebrity gossip does wonders for marketing as do headlines in the news these days thanks to the social media wave; which makes you wonder: what is really news and what’s just another story? If it gets people talking, is it worthy of the light? Or is it only worhwhile if its encouraging people to act?
What will you remember most about 2011? And what do you think should be different in 2012?