IMKTG REPORT September 17 2001

opportunities, monday september 17th, 2001

Hello all,

"If youre going through hell, keep going"

--Winston Churchill

i think churchill said it
best. in times of tragedy
the only thing left to do
is keep going on w/life. this
week's format will be diff.
here's an my analysis of
what's to come:

CONTENTS:
1. IMMEDIATE REPERCUSSIONS
2. WHY WAR IS GOOD
3. THE ULTIMATE POWER OF IMARKETING
4. YOUR SITE IS YOUR #1 CONTACT POINT
5. WHAT ABOUT TV, RADIO, PRINT

IMMEDIATE REPERCUSSIONS
airline, insurance, trans-
portation, logistics, &
marketing industries will
suffer the most at first.
real estate, construction,
materials, telecom, drugs,
engineering, & maintenance
will not suffer. no, al berrios
won't go out of business,
but it will get a bit more
difficult to generate rev
through marketing services.

top

WHY WAR IS GOOD
no matter what you hear,
war won't be declared
simply b/c there isn't a
target. the US will not
unleash their full mili-
tary might on one lone
rich guy, no matter how
angry "the people" get.
which is why, afghanistan
is pretty much begging
right now to stay out of
our crosshairs & pakistan
is cooperating. that still
hasn't stopped the wide
spread discrimination of
anyone arabic, egyptian,
sikh (indian), or pales-
tinian. even my webdesigner
has his building raided
fri night by FBI looking
for "suspects". although
it was originally expected
for investors to go nuts,
selling everything to prep
for war, Big Allen (Greenspan)
is going to hook everyone
up by announcing another 50-pt
drop in interest rates,
as well as continue to
provide massive injections
of liquidity in the form
of billions in US dollars,
to keep investors invested.
so the other potential
problem, recession, will
also be avoided. Go Al!
besides, as history has
shown, the economics of war
is good for prosperity.
everyone has a job during
times of war. everyone
makes money. the country
goes into spending mode.
after all how else will
they spend that $40 billion
congress authorized for
"relief"? now is the time
to begin planning what your
company can do to get some
of that money. and this
includes mktg to these spenders,
not just consumers. these
spenders use the internet
too to find where to spend
their $40 billion. contact
me directly for a strategy
session on how to take
advantage of this.

read more:
http://www.cnbc.com

top

THE ULTIMATE POWER OF IMARKETING
email has become the uni-
fying force for many.
there were the fri candle-
light vigils, email spammers
requesting money illegally
to help, nostrademus prophe-
cies, legit info to donate
blood & money distribution,
and red, white, blue dress
day. even yahoo got in on
the viral effort by changing
their usual "use yahoo
instant messenger.." at the
bottom of every email, to a
help now, click here message.
redcross has had more impres-
sions than AOL thru viral.
(if they paid all this, it'd
be in the hundreds of millions,
for the amount of time, promi-
nence, distribution, & reach
they received).

top

YOUR SITE IS YOUR #1 CONTACT POINT
Jupiter said that "40% of
web users are more likely
to revisit news/info sites
with faster loading pages
then those with rich media
content". DUH! this was
the discovery when millions
of people attempted to use
phones but encountered no
service, so logged on for
"info, hope, support, &
anger" all last week. al-
though slow going at first
due to the tremendous
growth of usage, sites
quickly toned down graphics
for text (nytimes, yahoo,
cnn, msnbc among them).
even instant messaging
became an important player
last week during the first
two days, highlighting
the importance this tech
for future communication.
imagine that, common, plain,
old text messages becoming
the preferred choice for
the avg consumer. "Jupiter
advises companies to invest
in tech that will deliver
speed rather than flashy,
glamorous features".
so, let's review:
1. well laid out text
sites, sans bells and
whistles are just fine.
2. text messages are
preferred format to
communicate interactively.
3. graphics are nice,
but only when they load
quickly enough.
4. there are no other
more reliable forms of
interacting with your
brand than your site,
so make sure it works,
and make sure it takes
into account what your
users like, not what
you think they'll like.

top

WHAT ABOUT ABOUT TV, RADIO, PRINT
i thought this was amazing:
TNN, VH-1, MTV, MTV2 all
aired CBS news. CNN Head-
line News, TNT, TBS, Wea-
ther Channel all aired CNN.
TLC, DISC, & Animal Planet
all aired special reports.
MSNBC, CNBC all aired NBC
news. but most interesting,
no ads. in fact, no marketing
campaigns were carried out
all last week. so what if
you paid millions of dollars
for a campaign & no media
would allow it? media usually
offer "make-goods" when they
miss a commercial or screw
up a printed ad. however,
what happens when they
completely don't execute
anything b/c they are more
interested in the news.
think about this: you got
charged millions b/c they
told you millions of ppl
watch, read, listen to
their content. and during
the time of the year when
EVERYONE is tuned in, they
don't show ads. does this
mean that ads are actually
not interesting? so why even
bother advertising? does this
mean that as a client, you
don't matter anymore? so
why continue to advertise
with that media? and if
media companies request
millions of $ to stay in
business, how have they been
able to operate w/o ad money
last week? diversified rev.
they also make $ from station
operators that pay networks
for their content; station
operators make money from
cable operators for distrib;
& cable operators make $ from
the people who subscribe.
and as for what will adver-
tisers get for not having
their marketing campaigns
executed all last week.
refunds or credit. oh, &
the only ppl interested
in seeing ads are advertisers.
reg ppl don't like them,
however, marketing is imp
b/c it offers ppl choice.
and when they have choice,
they pay more for their fave
brands.

top
********* al berrios iMarketing *********

Disclaimer: The recommendations, commentary and opinions published herein are based on public information sometimes referenced via hyperlinks. Any similarities or likeness to any ideas or commentary from any other sources not referenced is purely coincidental. al berrios & co. cannot control any results occurring from advice obtained from this publication nor any opinion(s) conveyed by any reader of this publication.

(c) 2001-2005. All Rights Reserved. al berrios & company, inc. Published by al berrios & co. This Report may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty.

Privacy

Back to Menu