Synergy Integrated Marketing - Winning solutionsWritten by Tom Merilahti
Synergy Integrated MarketingFROM THE ART EXHIBITION TO THE TASTE OF SENSATIONS - AND VICE VERSA When Museum of Finnish Art, Ateneum ( since 1887 ) gave me assignment to create and execute 'Marketing Communication Concept' and to find financing for outstanding art exhibition of works of national artist, Akseli Gallen-Kallela ( AGK 1865-1931 ), I called Valio (*) and asked; What comes into your mind of following; 'The original, inborn Finn, where international expert knowledge and high quality are connected'. The answer was; 'The corporate image of Valio' ( and AGK ). In just a couple of days, Valio Ltd. decided to sign a contract as major sponsor of exhibition. Out from common set of values, I created a concept, which idea was to improve 'Wine & Cheese Culture' in Finnish restaurants. The starting points were an original lunch order signed by AGK found from archieves of restaurant König ( since 1892 ) in Helsinki, and art-work; 'After Opera Ball'. The art-work expresses a restaurant milieu in Paris in turn of millennium. With a little bit of imagination, a piece of cheese and a wine decanter can be found on table of restaurant. The co-sponsors In addition to Valio Ltd. and its premium brand, Mustaleima Emmenthal ( cheese ), Mouton Cadet vintage wine, Moet Chandon ( champagne ) and Center-Inn - a major chain of high-class restaurants in surrounding of Ateneum, in Helsinki - was connected into communication concept as co-sponsors. The estimation of " door-openings " into restaurants was 400 000 during 100 days period of exhibition. The media sponsors were Ilta-Sanomat ( daily newspaper ), Classic FM and Maximedia ( JCdeceaux Finland - outdoor billboards ). From common set of values and target groups into a bilateral co-operation between parties Along with execution of concept, restaurants became an effective and important communication channel and a meeting place. The media sponsors activated furthermore interactivity between sponsors and public, and gave strength to their own corporate and product images at same time. The values, art-works and theme of communication was utilised in corporate, product and service marketing & advertising of sponsors. The products of sponsors - wine, cheese and champagne - was served and promoted in opening seremony of exhibition and in several corporate events organized in museum and in restaurants.
| | You Think YOU'VE Been Scammed?Written by Pamela Geiss
Boy was I scammed! It was my first try at an Internet business. I saw an ad that you could get your own casino. Please do not confuse this with one that is going around new where you can sign up to be an affiliate at a group of casinos. This one was one where you paid them to make your casino. You chose your own casino name. They registered it and made casino on a theme that went with name you chose. I paid them a pretty penny to do it, too. In return, I would advertise it and collect 55% of profits.I spoke with them, we emailed, we did a contract. I saved every email that they sent and I sent to them. I felt I had covered everything, reading every word in contract, etc. and asking 25 zillion questions. So, I went to bank and borrowed money, as according to statistics, I should be able to pay it back first year. Well, first thing that happened was it took a lot longer to get site finished than they had said it would. But, in meantime I went about scouring Net for places to advertise so I would know where best places were when site was ready. By time they had it up, I already had had to make my first payment on my loan; so I set about advertising with a vengeance! I found ways that worked well and by 3rd month, we had made a profit and I got my first check! Not a large one, but exciting thing was we had made a profit! The fourth month came and my check was larger and just about covered my loan payment. The casino was growing all time and I was one excited person! The fifth month, I was due to get a check for over $8000! Now I was REALLY excited! What happened? It never came. Oh, there was this excuse and that excuse, but I never got my check. Did I ever get anymore money from them? No. Did I want to sue them? You bet! But did I sue them? No. Why? Because they are in Costa Rica and I am in United States. Attorneys said their laws are different than ours, plus I had a choice of hiring a Costa Rican attorney and hoping he was honest and would do his job or paying someone from States to go over there. It was going to be very expensive and there was no guarantee whatsoever that we would prevail. Their advice? Don't put bad money behind bad money. Cut your losses now.
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