Daina’s Blog

…the thoughts of a modern day marketing student

I am the Company Spy… November 6, 2008

Filed under: Uncategorized — dkazmaier @ 3:57 pm
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Well not technically, but I do like to “stalk” out other publications that compete with my magazine. Fishing is a huge industry in Maryland and all along the East Coast, so there are several outlets for advertisers to turn to. One of the blogs I enjoy checking out from time to time is the East Coast Angler, although it hasn’t been updated since early September. Unfortunately, this causes a lack of interest, so hopefully the author of this blog will update their site soon. Tidal Fish is another good one for news updates and various types of information.

Being biased, my publication, Coastal Fisherman, is top-notch and is garnering more and more interest from a variety of advertisers. We’re a small operation – just two of us in the office – so it’s plenty of work but it’s a passion. It is important to know what the competition is doing and to stay one step ahead of them if possible.

The majority of companies are solely print and they charge a fee for their publications. My mag is free and is going to a video format as well on the Web – this is a new addition this year and is in the infant stages as we speak. We will be recording video segments regarding fishing and everything that has to do with it. Advertisers are already interested via word of mouth, so this should be an exciting project for us. Onward and upward!

Back to the topic on hand, is it ethical to use blogs to gather information from competitors? In my opinion, the information is out there free for the taking, so why not? I found an interesting piece on the legal aspects of lifting information from blogs called “Ethical Considerations for Blog-Related Discovery” written by Jason Boulette and Tanya DeMent. Apparently, discoveries made in blogs can be used in litigations so people should be wary of what they post. “Some examples of potential uses of blogs for informal discovery purposes include monitoring an opposing party’s blog for useful tidbits of information” (Boulette, DeMent 2008).

Here’s an interesting article regarding journalists using blogs for material: “New Media and Blogging for Influence with Journalists” (Odden, 2008) states that:

• Over three quarters of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue

• Nearly 70 percent of all reporters check a blog list on a regular basis

• One in four reporters (27.7%) have their own blogs

• About one in five (16.3%) have their own social networking page

• Almost half of reporters (47.5%) say they are “lurkers”

• Over half said that blogs were having a significant impact on the “tone” (61.8%) and “editorial direction” (51.1%) of news reporting

Obviously, blogging is a great way to gather information as long as it is credible. All in all, I think it is an ethical practice as long as the information is used with good conscience.

Odden, Lee. (2008). “New Media and Blogging for Influence with Journalists” Referenced November 5, 2008. http://www.toprankblog.com/2008/01/new-media-and-blogging-for-influence-with-journalists/







Why Blogging is Like Free Advertising November 5, 2008

Filed under: Uncategorized — dkazmaier @ 7:28 pm
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Picture this: you’re a new business owner with a small budget but you want to get the word out to current and potential customers. You’re not sure how to create a Web site, but you want your presence to be known on the Internet. What do you do? Start a blog!

A blog is an incredibly easy way to air your ideas without having to know HTML or other programs to create a Web site. Blogs are also great because you can directly connect with your targeted audience; it’s almost like having a conversation with them. Blogs can also be updated several times a day and include photos and links along with contact information or any other item that is deemed important.

According to an article on Independent Street, there are some guidelines that small business should use when taking part in social networking sites and blogs. A business should create a professional looking profile that lists all pertinent information along with photographs and an attractive layout. Make it relatable to the reader. Also, personality adds flavor to the page. “Your “About Me” [section] shouldn’t be just dry facts about your business. Make sure you add some personal touches. Humor often helps” (Spors, 2008). Also, using too much hype could be a downfall. “Using social media shouldn’t be about blatantly selling a business. It’s about making connections and creating credibility so that people will like you and trust you and eventually want to buy from you” (Spors, 2008). This is such an important point – you want to establish a solid relationship with your audience so the trust factor develops. Also, new content that is constantly updated is essential in holding the interest of your audience. Write from the heart – make it passionate – if you believe in something, then that feeling will translate to your audience.

Think about it – you can create your presence on the Web without spending a dime – all it takes is time and passion. Be original, be creative, and just write!

Spors, Kelly. 2008. Referenced November 5, 2008. http://blogs.wsj.com/independentstreet/2008/08/21/social-networking-common-mistakes-small-businesses-make/


I am Infatuated with Electronic Ink!

Filed under: Uncategorized — dkazmaier @ 6:38 pm
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The first Esquire cover, 1933. They've come a long way!

The first Esquire cover, 1933.

After first discovering electronic ink through a classmate’s posting, I was so impressed with the idea I had to find out more. It seems as if this method of eye-catching advertising is not yet cost-effective, but with some work, it could very well be in the future. Esquire magazine used the technology in their recent 75th anniversary edition, and definitely caught the attention of the audience.


Displays may use this technology – which can be solar powered (bonus) – to catch the eyes of consumers. Flash and flair usually works, and in this case it may be no different. Picture a display that includes video images and sound right in the grocery store! That would certainly catch my eye and entice me to check out the product.

According to the Esquire Web site, the electronic ink cover took more than a year to develop. The covers were hand-assembled and then shipped to several different locations for finishing. As I mentioned above, this method of marketing is not yet cost-effective but I think it may be accessible in the future.

This technology mimics the appearance of regular ink on paper but the images change and move as a video would. However, e-paper – the substance that the electronic ink is displayed on – seems to lack strong color reproduction.

Electronic billboards are another technology that is catching on. These flashy items that line highways are certainly intriguing; I know whenever I drive passed one I have to look. The electronic billboards may be dangerous to drivers, but states are passing ordinances regarding safety rules. It seems to me that electronic advertising is the way of the future, and the quality will continue to improve.



Out with the old!

Filed under: Uncategorized — dkazmaier @ 6:08 pm
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Media is constantly changing, and as marketing professionals, we need to embrace that fact in order to survive professionally. As mentioned in this week’s postings, one medium that has seen recent evolutions is radio – broadcasting in general has changed drastically, and continues to change as we speak.

Remember when Howard Stern was on public radio and they had to use a delay to bleep out all of the inappropriate things that were always said on every show? How inconvenient. With the development of Sirius Radio, a service that people had to subscribe to, the ‘bleeping’ was no longer necessary and listeners could enjoy the full effect of the show. With this though, came less commercial time. Since people subscribed to support the service, the need for paid advertisers diminished. I’ve also noticed that more and more low-budget radio stations with fewer advertisers are popping up; in Philadelphia, 104.5 FM focuses more on the music and much less on the advertising, throwing in one-liners here and there about their sponsors. When the station first began, they did not even have DJ’s speaking – they just played music. I noticed that their Web site is also focused on music alone; the advertising is limited to five small boxes on the bottom of the homepage.

Going back to advertising mediums, radio is not always the best method since consumers are more likely to be visual people. A print or television advertisement tends to have more success than a broadcast one. Spoken by Confucius, “A picture is worth a thousand words.” Humans tend to be visual creatures, believing what they see rather than what they hear. As written by a classmate in a weekly posting, “Visual mediums have the potential of offering more impressions so the need to advertise as heavily is not as great.” I agree with this statement, as visual aspects tend to stay in the mind longer than verbal ones.

So what is the future of radio advertisement? With the new services offered that boast “commercial free music”, I don’t foresee the market for broadcast advertising growing. Perhaps companies can turn to other mediums to get their messages across. Radio will be around for quite a while, in my opinion, but it will continue to evolve and grow into a novelty that people want to listen to on demand; they do not want to sit through three minutes of commercials in hopes that their favorite new song will come on. They want to hear that song immediately without the fuss.



The downfall of the chat room…among other things… October 25, 2008

Filed under: Uncategorized — dkazmaier @ 1:39 am
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Chat rooms seem to gradually be falling to the wayside – a thing of the past, so to speak, as new media and marketing tactics are continuously moving in different directions. Remember the inception of America Online, and how chat rooms were literally the most entertaining things on the planet? Well, times are a-changing; creations such as podcasts, Bluetooth and social networking sites appear to be the way of the future.

In our class discussion this week, there was one sentence written by another student that caught my eye: “I think as marketers we need to avoid annoying consumers. They’ve become far too sophisticated to be talked at.” This poster also speaks of ads in chat rooms as being “visual wallpaper” that is present but rarely noticeable. In other words, we see so many ads that we just look right through them. I love this analogy, as it depicts the inundation of unwanted advertising to a tee. What, exactly, constitutes an annoying consumer though? It is our job, as marketing professionals, to work around annoyances and to break through to the consumer – to grab their attention, their minds, their hearts – and make them feel as passionate about an innovation as we do. It was the second portion of the above statement that resonated with my mind… consumers these days are beyond being “talked at”. Consumers want to be understood and catered to. When marketers utilize chat rooms, they are pushing a message – they are simply talking AT the other participants in the room.

In real time, most people do not have extra minutes in their days to spend chatting with others. Why would people want to waste their time chatting online? It is the lack of credibility of chat rooms that turns many consumers off and makes them shy away from participating. One can never be sure as to whom exactly they are chatting with.

Live Marketing Chat looks to be the beginning of a blog promoting the usage of chat rooms, and it links to the Web site Newsfly 411. This site includes information on marketing tactics and related topics, but is not quite detailed at its current stage. One feature that caught my eye was the forum to discuss marketing topics and related issues. Forums, unlike chat rooms, offer a stable place to ask questions and offer up opinions, and by stable I mean that there is a set topic that is expanded upon. So, I ask, if we’re not using chat rooms, should we use forums?

I have noticed that forums seem to be increasing features on various Web sites, since consumers can voice their views, ask questions and expand upon topics of interest. I think that the forum has potential to push new products and aide professionals as a research tool. It does need to be moderated though, so participants stay on the topic at hand and do not post inappropriate items.

At my current job, which deals with the fishing industry, I often look to a forum site called Stripers Online, which offers up locals’ opinions on current fishing conditions, which bait is hot at the moment, and which holes are offering up the biggest fish. This forum is huge, with over 800,000 posts in the main section alone and nearly a million posts in a section called “The Town Tavern”, which deals with social topics other than fishing. From those stats, it is easy to see that forums are being used quite a bit and should be considered as a marketing tool.


My life in 4 paragraphs… October 22, 2008

Filed under: Uncategorized — dkazmaier @ 5:12 pm


After a day of flounder fishing...

After a day of flounder fishing...

Hi everyone, thanks for visiting my blog! My name is Daina, and I currently reside in Ocean City, Maryland. Originally from New Jersey (yes, I’m a bred & born Jersey girl), I have lived in several different places including Pennsylvania, Ohio and Texas. Somehow, I ended up at the beach and I plan to stay here for a long while. 

I have tried many career paths, but have always ended up going back to creative jobs; let’s see, I have been a ballet instructor, a special education teacher, a horse trainer (yes, I made a living at that for a while), I have done marketing for record labels, I have been a publicist for several bands, I’ve been music reviewer for many publications (yes, I’ve met famous people), a journalist for a small newspaper in Michigan where I got to sit in on an interview with President Bush (don’t ask…) and now I am a graphic designer and an avid fisherman. 

I also enjoy dabbling in photography and writing, and my company is on the verge of expanding in many directions. We are working on doing video clips for our Web site, which may eventually turn into a television show regarding fishing. I need to learn how to use Final Cut Express asap, so if anyone has any pointers, please let me know!

Anyway, I currently live alone with my cat, Jack, and my family (mom, dad, brother and sister) is still in Jersey. My mom and I co-own a horse that is in foal; she’s due next May, and we will hopefully have a champion racehorse in a few years! Well, that about sums up my life up to this point; I will add more if I think of anything. Thanks for reading!