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	<title>Premium Chatter</title>
	<link>http://premiumchatter.com</link>
	<description>Premium Brands</description>
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		<title>New Premium Brands Soar in 2011 Despite Economic Downturn</title>
		<description><![CDATA[Recently, an Innova Market Insights scan of newly launched products showed that 14.2% of new products tracked during the first quarter of 2011 had premium brand positioning. When compared to 2010 at 10.5%, up from 8.4% in 2008—the beginning of our economic woes, these statistics show that brands are not willing to shy away from premium positioning in hard economic times. Even more interesting, is that these premium brand products showed resilience in the marketplace. Lu Ann Williams, Head of Research at Innova Market Insights, states that &#8220;recent product launch activity reveals that US manufacturers are not giving up on premium products, despite the uncertain recovery. Instead, they are aiming to meet the demand for added-value encompassing better quality and offering consumers a momentary escape in stressful times.&#8221; As an agency where &#8220;premium brands thrive,&#8221; Warren Douglas has seen the same acceptance among our own client roster, which are not new to the marketplace, but established brands. During the economic downturn, there has been a rise in requests for coupons, deals, etc. However, the majority of clients still see their customers&#8217; loyalty to their superior, or premium, products. We all know people can have a marketing hunch, but this recent [...]]]></description>
		<link>http://premiumchatter.com/new-premium-brands-soar-in-2011-despite-economic-downturn/</link>
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		<title>Premium Branding in Social Media: Part II &#8211; The Social Team</title>
		<description><![CDATA[The phrase “It takes a village” is exemplified in the creation of a social media team. While not all organizations have the ability to assign tasks to an agency or to internal resources, there are a few roles that must be filled to have an effective team that can fulfill the goals and objectives of a premium brand&#8217;s social media initiative. Agency Team Leader – The visionary who can layout the communications plan to fit the overall marketing plan and make sure that any tactic (promotion, coupon, giveaway) is in line with the overall objective, and monitors the &#8220;premium-ness&#8221; of all content; they can assign tasks, create personas, etc. Client Team Leader – The gatekeeper to the client side. They assign internal resources, provide approvals, and add industry insight and goal-shifts Teamsters – Those who implement the plan through scheduling the posts, replying to comments, etc. These people can be from either the agency or client side Overall, one big obstacle between a team member and success is having the freedom to speak in the voice of the brand and for the brand. While it is ideal for the client to maintain control of these elements, it is not always [...]]]></description>
		<link>http://premiumchatter.com/premium-branding-in-social-media-part-ii-the-social-team/</link>
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		<title>On-site Optimization: Making Your Site Premium Through Search</title>
		<description><![CDATA[Key objective: To build a premium website that follows all web standards, while making it easy and efficient for web crawlers, etc., to scan and rank the site. Search engines are sophisticated and can determine when a page has been &#8220;stuffed&#8221; with keyword rich content and &#8220;black hat methods&#8221; to try and trick a search engine. It is very hard for a new website to rank well in search engines, and approaching this correctly the first time will help prevent future pitfalls. Seven ways to boost your on-site optimization: Use keyword(s) at least once in the H1 tags on your website. Write relevant and useful content using keyword(s) at least 3 times throughout the content body. Using the keywords in different phrase variations works best. Just make sure the content makes sense and doesn’t feel like you are &#8220;keyword stuffing.&#8221; Use the keyword in title tag of the web page (Notice how we use the term &#8220;premium&#8221; a lot?) Bold the keyword in the body text at least once Use images that relate to the keyword(s), and use an alt tag for the image description. The URL page structure should have all keywords in it. Place keyword links throughout content, navigation, [...]]]></description>
		<link>http://premiumchatter.com/on-site-optimization-making-your-site-premium-through-search-2/</link>
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		<title>4 Steps to Premium Strategy for Premium Brands</title>
		<description><![CDATA[Product innovation? Check. Secured distribution? Check. Market Need? Check. Competitive Position? Check. Appropriate Price? Check. Now what? Cue the first planning meeting…. Long Pause. Well, definitely a website. Yep, and we’ve got to have good sales collateral for the trade. We won’t sell anything without some awareness. How ‘bout a TV spot! No, wait, radio is cheaper. Or maybe a billboard? Those digital ones might be cheap… Yeah, yeah, let’s do that! But wait, it won’t look cheap, right? I mean, we’re more premium than the cheap stuff… What about a sales promotion? Or a sponsorship of something cool. No, I’ve got it – a promotion that leverages a sponsorship of something cool. Yeah, with a viral video so we don’t have to pay for it! Yeah! You know all social media is free, so we should definitely get on Facebook and Twitter too. But we’ve got to track everything back to sales. We can’t do that without paying for social media, can we&#8230; &#160; If you’re reading this blog, you have probably been in that meeting more times than you can remember. The organization is ready to launch a new product, steal market share, increase margins, etc., so the [...]]]></description>
		<link>http://premiumchatter.com/four-steps-to-premium-strategy-for-premium-brands/</link>
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		<title>Search Engine Optimization 101 for Premium Brands: Keywords</title>
		<description><![CDATA[Key Objective: To rank well in search engines and receive free, organic traffic. Search Engine Optimization(SEO) is a large part of the performance discussion of a website. To rank well in search engines, several tasks have to be completed—utilizing many man-hours to accomplish good optimization. (No good  marketing deed goes without some sweat and blood behind it. You were all excited because we put &#8220;free&#8221; in bold above, weren&#8217;t you?) To start at the very beginning (a very good place to start), SEO revolves around keyword usage. Most brand managers don&#8217;t have a clue which keywords are appropriate for their brand. Well, we at Warren Douglas begin our SEO 101 strategy with these three simple tips : Determine which keyword(s) a premium brand should be associated with. This can be a hard, yet important, task because each brand could potentially have hundreds of associated keywords relevant to a search engine. If the main goal is to sell a product or service, then you want to rank for the keyword(s) that has the highest conversion rate. Tools to determine keywords can suggest keywords and project how much traffic will come from each keyword. One such resource can be found at Google [...]]]></description>
		<link>http://premiumchatter.com/search-engine-optimization-101-for-premium-brands-keywords/</link>
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		<title>Social Media Strategies for Premium Brands</title>
		<description><![CDATA[Strategic objectives define any and all social media actions and results, especially for premium brands. They provide insight into who is talking about a brand, what they think about, and it is the strategy team’s job to provide them something to do—which depends on the end-goal of the social media initiative. Though it may seem rudimentary, a lot of brands are unable to determine the best way to use social media to gain a positive return on investment. Or, even worse, just think of a great idea and don’t build it into the overall marketing strategic objectives of their brand. So, the best way to approach it is to concentrate on the strategies behind the actions, or tactics. Truthfully, this one streamlined marketing approach is what can separate a premium brand from the pack. For a brand starting out in social media, it can be hard to define what kinds of strategies can be accomplished via social media channels. These often fall into one of the following categories: Brand Awareness – increase the awareness of your product, brand or offering Build Community – create a community of advocates devoted to your brand identity, values, and product offerings Customer Activation – [...]]]></description>
		<link>http://premiumchatter.com/social-media-strategies-for-premium-brands/</link>
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		<title>LinkedIn Tries to Break Their Own Mold</title>
		<description><![CDATA[Today, a Wall Street Journal article reported that LinkedIn is going to start providing targeted advertising for its site. Just like Facebook, the ads will be shown according to users&#8217; profile information. Unlike Facebook, who bases their targeting on likes, dislikes and location, LinkedIn&#8217;s ads are based on information about job, history, schooling, etc. Being in an industry where appealing to CEOs, Marketing Directors and Brand Managers is a daily challenge, this new application for profile ad targeting seems pretty interesting, yet a delineation from their strongest selling point. As part of the LinkedIn mentality, there comes a strict policy that only insiders to the organization are allowed to make this type of contact with a profile. When searching for connections, send one too many requests who claim they don&#8217;t know you (that would be a total of two, in actuality), and you are put on strict probation. However, now, for a price, LinkedIn will allow you to speak directly to the CEO of Kraft foods. I&#8217;m sure that PPC will be through the roof. However, it begs to leave the question as to whether the CEO of a company wants to see advertisements for agencies, new software products or [...]]]></description>
		<link>http://premiumchatter.com/linkedin-tries-to-break-their-own-mold-2/</link>
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		<title>Premium Brands Win When They Innovate</title>
		<description><![CDATA[The best brands prosper and grow during challenging times by innovating better than others.]]></description>
		<link>http://premiumchatter.com/premium-brands-win-when-they-innovate-2/</link>
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		<title>Dell Makes a Premium Play</title>
		<description><![CDATA[I&#8217;m loving how Dell&#8217;s latest advertising campaign is moving away from the dross of commoditized, price-featured ads toward something more premium. This week&#8217;s Adweek article reveals the latest campaign theme by Wunderman, &#8220;You can tell it&#8217;s Dell.&#8221; The campaign features innovation and design, adding a twist of Apple-esque &#8220;That&#8217;s so cool&#8221; mojo. I&#8217;ve got to believe that playing the low-price game in this space has taken its toll on Dell, and inspiring customers to love the brand because of its innovation in the PC space is a great strategic move. Time will tell—and so will the product releases—whether or not the Dell brand will live up to the expectations set by this latest campaign. I say this after earlier today having passed the Apple headquarters, whose address is One Infinite Loop. That&#8217;s so cool.]]></description>
		<link>http://premiumchatter.com/dell-makes-a-premium-play-2/</link>
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		<title>Social Media: The New Creative Review</title>
		<description><![CDATA[As social media continues to grow in popularity among brands for its ability to bring information to the masses easily and efficiently, new outcomes continue to shape the advertising world. One case in point is the ability to receive large amounts of input from your most loyal fans on creative direction, strategy and overall marketing. Sound crazy? Let&#8217;s explore &#8230; One example: the major Gap debacle. After years of promoting the classic Gap logo, corporate management underwent a re-branding effort complete with new logo. As a soft launch, the logo on their e-commerce site was nonchalantly replaced. Backlash ensued! Via Gap&#8217;s Facebook Fan Page, every comment from housewives to Creative Directors bashed the logo. Apparently, Gap didn&#8217;t know that their logo was so iconic! As a result, Gap tried to defend this move, but fans would have nothing of it. They wanted the classic logo back. Gap has now decided to stick with old faithful and save themselves millions in replacing name tags and other collateral—not to mention further public humiliation. Another example can be found within Proctor &#38; Gamble. In a New York Times article, Marc Pritchard, global marketing and chief branding officer states,&#8221;we are at the start of [...]]]></description>
		<link>http://premiumchatter.com/social-media-the-new-creative-review/</link>
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