Marketing Experts News

Mass Effect 3 Joins New Coke In Marketing History

Congratulations Bioware. You’ve now joined the ranks of New Coke in the annals of marketing history.

For those too young to remember, back in the day the top muckity mucks at Coca-Cola decided it was time for a “change” and that they should change the formula of Coca-Cola to something “new & different” in order to boost sales, their image and “keep up with the Joneses” (i.e. Pepsi).

Needless to say this change was met with great consumer outrage and horrible PR for Coke. So a few months later they changed the flavor back and came out with “Coca-Cola Classic” which is why you see the word “classic” on your Coke cans today.

At least the execs at Coca-Cola had the humility and courage to acknowledge the errors of their ways, admit they screwed up and give their paying customers what they wanted. CNBC did an entire special on Coca-Cola in which they admitted this and talked about it openly. You can watch it on Netflix or Hulu.

Will we see the same humility and courage from Bioware? So far, I think not. Their response to the public outcry about the ridiculous ending to Mass Effect 3 has been smug and arrogant at best. Bioware changed their successful “formula” in the creation of the ending to Mass Effect 3 just as Coca-Cola changed their formula for the Coke the world had come to know and love. Same song, different key.

What if Coca-Cola had said, “It’s OUR beverage and ‘artistic vision’.” “WE are the creators of Coca-Cola and we can make it taste any way we like.”, etc.,etc. Would the media have jumped to their defense as many mainstream game media have with Bioware? I think not.

The fact is that any business, any PRODUCT, has a responsibility to give its paying customers what they want or risk going out of business. Anything “created” can frankly be considered “art” because art by definition is the creation of something. But, as soon as commerce enters into the equation, the task at hand expands and must by necessity include the ability to exchange that “art” with one who will in turn pay money. If someone won’t pay for it, then commerce makes a quick exit and viability crumbles.

So Bioware and EA, what you need to do is recognize that you are in a COMMERCIAL business and as such have a responsibility to deliver art that people want to pay for and are happy with in order to stay in business. If you just want to be “artists” and “do your own thing customers be damned” then go ahead and make your “art” your own way. But don’t try to sell it or make a business out of it.

My suggestion is that Bioware, EA and especially Casey Hudson and the other execs behind the so called “artistic vision” of the Mass Effect 3 ending fiasco take a lesson from the good old billionaires at Coca-Cola and eat your humble pie, knock off the arrogance and turn out a NEW, APPROPRIATE ending to the game, then “sit back on the beach and live off the royalties from the vids” purchased by your now HAPPY CUSTOMERS.

Related Links [Video]:

ME3 Ending DLC Discussion

Excellent Analysis Of Why The Ending Is "Broken"

The Business Of Gaming - Great Overview Of How This Happened In The First Place

Google vs. Old Media - Knowlege Wharton Comments From Toli Cefail

View the Knowledge Wharton article that inspired these comments here.

The Internet is and will eventually come full circle and return to a world where "he who has the eyeballs wins".

The current problem is that you have an antiquated inherently un-democratic system of content distribution. The Internet is the ultimate democracy where the people can get what they want when they want it.

If Google and You Tube are delivering what the people want, they will get the eyeballs and ultimately the content and advertisers.

In the meantime, there is a huge window of opportunity for independent content providers and creators to create a new compensation model that cares for the creators, actors, etc., while also serving advertisers by delivering viewers.

It's time to revamp the food chain and forgo the greed in exchange for more volume and wider distribution. Ultimately the profits will pan out.

View the Knowledge Wharton article that inspired these comments here.

MySpace could be worth around $15 billion

MySpace could be worth around $15 billion

Media analyst values social networking Web site within three years

Reuters

Updated: 12:21 a.m. ET Sept 28, 2006

SAN FRANCISCO - MySpace, the social networking Web site, could be worth around $15 billion within three years, measured in terms of the value created for shareholders of parent company News Corp., a Wall Street media analyst forecast on Wednesday.

RBC Capital analyst Jordan Rohan said he had come away from a meeting with Fox Interactive, the managers of MySpace, believing that “media investors may not fully appreciate what has already been done with MySpace or what may lie ahead.”

“$15 billion in a few years? It is possible,” Rohan wrote in a research note to clients.

MySpace was acquired by Rupert Murdoch’s News Corp. for $580 million less than a year ago. It now boasts more than 90 million active users.

Rohan said MySpace could demonstrate a value of between $10 billion and $20 billion within a few years. Acknowledging he was making an “audacious claim” he justified the forecast on the basis of MySpace’s “raw, unprecedented user/usage growth.”

He also said the site’s “massive” international appeal, capacity to become “an intellectual property distribution powerhouse” and experienced management team lent credibility to his prediction.

Rohan based his view on an extrapolation of estimates for the value of Internet properties ranging from $1 billion for both MySpace rivals YouTube and Facebook to the market capitalization of $120 billion for Google Inc.

He said MySpace was currently sold out of space for video advertising. The CPM, or price per thousand ad views, on a premium show such as Fox’s The Simpsons runs as high as $35-40 on MySpace, he said.

MySpace management believes its video service ranks No. 3 among U.S. Web users behind Yahoo Inc. and YouTube, Rohan said following the Tuesday meeting with Fox officials.

Britain is adding 25,000 MySpace member profiles per day. Australia has 2 million unique users. MySpace France began public testing three weeks ago, he noted.

MySpace is internally developing a MySpace Web application to run on mobile phones that should be launched in three to four months with a major U.S. carrier, he said.

Copyright 2006 Reuters Limited. All rights reserved. Republication or redistribution of Reuters content is expressly prohibited without the prior written consent of Reuters.

URL: http://www.msnbc.msn.com/id/15045920/

New In Game Advertising Patent Filing

Inventor of the Seamless "In Game" Ad Files for Patent Protection

CLEARWATER, FL -- (MARKET WIRE) -- July 31, 2006 -- Nightlife Interactive LLC, inventor of the Seamless Ad, a significant breakthrough in video game advertising, has filed for patent protection. The company (www.nightlifeinteractive.net) feels that its invention will provide video "in game" advertisers with the accountability that many feel is missing from the current impression-based pricing model. "After the Internet bubble burst in 2000, companies like Overture saved the day with pay-per-click advertising," stated Bob Cefail, CEO of Nightlife Interactive. "We are confident that the pay-per- transaction functionality of the Seamless Ad will accelerate the growth of in-game advertising."

The Seamless Ad was designed to allow for effective product promotion that does not disturb or interfere with "in progress" game play. Video games can now be constructed using realistic product integration that allows a player to click on any item within a game when they are interested in the product itself. After the player clicks on the product residing within the game, he or she can continue to seamlessly play the game. The Seamless Ad platform identifies the interested consumer and then delivers the appropriate promotion to the user's email box.

By serving ads in this manner, an advertiser will be able to pay for an ad on a per-transaction basis. "Most advertisers would prefer a pay-as-you-go plan rather than a pay-per-impression model," explained Cefail. "Our system offers true accountability in terms of ad placement and results."

Nightlife Interactive is currently building its first game that includes the Seamless Ad. The game revolves around the world of music, entertainment, and the nightclub scene. Set in five major cities and 25 nightclubs, the game features such real-world products as cars, consumer electronics, clothing, and music. "No present time game would be realistic without such product integration," said Cefail.

The game, titled "Nightscape," involves massive multi-player role-playing and social networking. "We consider the game to be a cross between MySpace, Second Life and Match.com," remarked Cefail. "This is a game where adults can enjoy great music, top DJs, all while meeting new people."

Nightlife Interactive is being assisted in the development of "Nightscape" by In Touch Media Group (OTCBB: ITOU), an online marketing, Web development, and Internet PR firm that specializes in generating website visitors through various search engine technologies and viral marketing techniques. In Touch Media Group conducted seven stages of market research involving over 7,000 participants in order to establish the ideal game for adults ranging from 18 to 45 years in age. In Touch CEO, Laura Betterly, states, "This truly is an example of market research being used at all stages to ensure that consumers and advertisers both get exactly what they want from this game."

"Video game players seek out game immersion," stated Cefail, "which is why we developed the Seamless Ad -- to provide advertising results yet not disrupt game play."

The game is scheduled to be released in the late summer of 2007, and advertising placement and registration will start on August 4, 2006. Advertisers who wish to have their products placed in the game must allow for the "build in" of their offerings within the game, which starts in November 2006.

About Nightlife Interactive LLC

Nightlife Interactive is a video game development, marketing and management company specializing in present day video games that serve subscribers who are over the age of 18. The company also provides advertisers with the opportunity to showcase their products within Nightlife interactive games using the company's patent-pending technology known as the Seamless Ad.

About In Touch Media Group

In Touch Media Group (OTCBB: ITOU) is an online marketing and PR firm that specializes in generating website visitors and customers for its business clients using a combination of effective systems, including search engine advertising, publicity and other marketing services. The company employs online market research to dramatically increase the effectiveness of search engine advertising, targeted publicity, and strategically placed website advertising.

This announcement contains "forward-looking statements." Words such as "anticipate," "believe," "estimate," "expect" and other similar expressions as they relate to the Company and its management are intended to identify such forward-looking statements. Although the Company and its management believe that the statements contained in this announcement are reasonable, it can give no assurances that such statements will prove correct. Factors that could affect the occurrence of events or results discussed herein are included with those mentioned in the Company's filings with the Securities and Exchange Commission.

---

For more information:

Nightlife Interactive LLC
Bob Cefail
CEO
(727) 465-0925
www.nightlifeinteractive.net

For Media Inquiries:

In Touch Media Group, Inc.
Laura Betterly
CEO
(727) 465-0925

SOURCE:  In Touch Media Group

American Inventor Wannabe's Have New Outlet

If you wanted to be on ABC's American Inventor but didn't make it, a new web site may be your answer.

TenThousandBrightIdeas.com is a new web site that allows anyone with an idea (and $99) to post it on the web and receive feedback and votes from site visitors. The cost to post your idea is about $99 for a regular posting page and $195 for one that allows multi-media uploads such as video or audio presentations.

The site also has resource links for government agencies and other web sites that can help you promote and develop your idea such as the Patent & Trademark Office.

This site is promoted to business development executives, venture capitalists and the general public. This is good but as the site's disclaimer states, "post at your own risk". They make no guarantees that your idea will be seen or picked up for development as well as no guarantees that your idea won't be stolen.

Users of the site report increased site visitation and positive feedback from viewers.

For more information visit http://www.TenThousandBrightIdeas.com .

Who Is Toli Cefail?

Toli Cefail has been a marketing professional for more than 20 years in addition to having a strong administrative and regulatory background.  She has overseen the marketing, legal and regulatory affairs for what became a top provider of specialized telecommunications services against competitors such as AT&T, MCI, Sprint and the Baby Bells.

This involved establishing, coordinating and managing regulatory affairs and marketing efforts in 600 counties spanning 41 states.  Ms. Cefail was also responsible for obtaining favorable groundbreaking legislation for this company in a number of states as well as creating the firm’s administrative structure and procedures from the ground up.

Ms. Cefail has also assisted in the marketing & web development for the boutique investment banking firm The RC&A Group as well as performed marketing consulting for such prominent entertainers as Doug E. Fresh.

Currently she is a principle of the major online marketing firm In Touch Media Group providing internet marketing consulting services to small & medium sized businesses.

Freedom From Spam? The Queen Says Yes!

SPAM QUEEN CANS SPAM—SAYS EMAIL MARKETING IS DEAD

Laura Betterly, coined the “Spam Queen” in the Wall Street Journal denounces bulk e-mail as a tool for marketing. Clearwater, FL (PR Web) October 3, 2005—In a bold move, Laura Betterly, president of In Touch Media Group Inc. (ITOU.OB) denounced sending massive bulk e-mail in an article entitled “It’s 2005-Email is Dead.” She asserts “Now, you might be asking why I, who was dubbed the ‘Spam Queen” in the Wall Street Journal three years ago, is even bothering to say anything about e-mail? “Just to set the record straight, I have never advocated spam or sending spam.” “One reporter said to me ‘Some people consider all bulk email as spam, what do you have to say about that?’ to which I replied, ‘then I guess you'd call me the spam queen" as a joke. ‘ “I advocated email at that time as a very effective medium for small business, which because of its low cost lets small businesses level the playing field against big corporations.” She continues that legitimate e-mail isn’t getting thru filters and the only “signal” getting thru is the scams being sent from overseas or using illegal methods. “The simplicity is this—bulk commercial e-mail has gotten to the point where it isn’t effective. We just don’t do it anymore. What’s the point? It doesn’t get a response, and we found people are overloaded with advertising messages and no longer willing to receive more, especially in their inbox, unless they specifically asked for it.” “As a marketing professional, the only thing that should count for you at the end of the day is effectiveness. Bulk commercial e-mail has turned into the above, a bunch of unprofessional, ineffective scams.” “In other words, Spam is a four letter word.” Her solution to the problem of generating web traffic for businesses is a combination of market research, design, search engine marketing (In Touch Media Group was just awarded the highest expert rating given out by Google), search engine publicity and sites like the recently launched www.pixelbay.org that drive traffic directly to her clients sites. “I’ve been in the marketing game for many years, and finally we’ve found the tools we need to drive traffic to our client’s sites” For More information and media inquiries please contact: Laura Betterly CEO, Intouch Media Group, Inc. Tel: (727) 465 0925 Email: e-mail protected from spam bots About In Touch Media Group In Touch Media Group (ITOU.OB) is an online marketing and PR firm which specializes in generating website visitors, and customers for its business clients using a combination of effective systems, including search engine advertising, publicity, and other marketing services. The company employs online market research to dramatically increase the effectiveness of search engine advertising, targeted publicity, and strategically placed website advertising. This announcement contains “forward-looking statements.” Words such as “anticipate”, “believe”, “estimate”, “expect” and other similar expressions as they relate to the Company and its management are intended to identify such forward-looking statements. Although the Company and its management believe that the statements contained in this announcement are reasonable, it can give no assurances that such statements will prove correct. Factors that could affect the occurrence of events or results discussed herein are included with those mentioned in the Company's filings with the Securities and Exchange Commission. Contact: Laura Betterly CEO In Touch Media Group, Inc. --- Posted By Toli Cefail