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Gorilla Glue Inc Diversifies With Advertising Of National TV

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In its first big blitz of national TV advertising, Gorilla Glue Inc, which is based in Ohio, is airing commercials on the DIY, HGTV, Fox News, The History Channel, Animal Planet and more. Being in the market for more than 10 years, Gorilla Glue has won a loyal following from the DIY (do-it-yourself) crowd and it has risen to become a leading brand nationally in the super glues, polymers and duct tape. The company’s mascot has been powering the sales appearing in the print ads featuring a hairy paw grasping the company’s glue.

The VP of marketing and innovation for the Cincinnati’s company, Matt Kemme, said that it was now time for the mascot of the company to hit the airwaves. He said that the company needed to show how their products work and not just how they are tough adding that they needed that extra layer. The company was protective of its mascot and thus it was very tricky to bring the beloved character of the company into life. The gorilla stands for adhesive strength but it also makes the brand to be approachable to the consumers.

The do-it-yourselfers wish for a brand that is stronger than the Elmer’s that they associate with in their school projects for their kids. However, they do not want a brand that is as intimidating as the Liquid Nails that is used by the carpenters. Kemme said that it was not as scary when the gorilla was on the package adding that the gorilla was somebody that they wanted to bring into life so as to make him more approachable. Ad pros at Possible, a New York-based marketing services firm, were tapped for the creation of the advertising campaign and to help the gorilla adapt to the ads on the television.

Lucas Peon, the CEO at Possible, said that there were many questions that have to be answered the moment the character becomes real and will have to interact with the people. These questions include how he reacts to the people and how the people will react to him. He said that the trick was that the character was tough but friendly, he wants to do a good job, he does not have the patience for short cuts and he is a good gorilla willing to help people. For the two spots on the TV, the company hired an animatronics shop from Hollywood to build a lifelike gorilla. The gorilla suit is worn by an actor and two technicians control the facial expression of the character using hand-held remotes. The gorilla does not speak but it communicates through grunts and gestures that were edited in.

In the TV spots, struggling DIYs are attempting to fix with generic products when the gorilla shows up and offers the Gorilla Glue solutions. In one ad, a man is attempting to reattach to a brick fence a wooden gate door. The polymer glue from the company is used for the repair and an animation and voice-over quickly explains that the glue is designed such that it expands into the uneven and porous surfaces like the wood and brick thus allowing a firm stick.

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Email marketing firm ranks celebrities with the most power on social media

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Elite Email, a leading company in the world that offers digital marketing tools to medium-sized and small businesses and has been helping its clients to achieve quality email marketing outcomes, has ranked celebs with the most power on the social media in 2013. Robert Burko, the CEO of the Elite Email, said the ranking reveals how the celebrity’s role has changed with regards to do with influence, indicating that the virtual hype is at the place it is. The list was released by the company in an attempt to show how effective the social media was in bringing of brands and people to life, helping the businesses to grow and building awareness for products. The celebrities themselves are considered a brand and those who have tapped into the social media have recognized the power of linking at a more personal level with their fans.

Elite EmailElite Marketing, which is famous for its email marketing services, just released a mobile marketing tool ad it set to launch a new tool, social page builder, which will enable the customers to incorporate their marketing strategy for digital marketing across all the 3 channels. According to Mr. Burko, using the social media to build brands is not new but the small businesses do not have the resources like those the large organizations have in order to get it right. The new page builder tool will help these businesses to brand themselves through the use of fully customized tabs, several design templates and drag-and-drop features that will enable them to enhance their user engagement. Elite Email is one of the few companies that are now offering such a technology in an integrated suite with their other online marketing tools.

In the ranking done by the email marketing company, the pop music starts appeared to have the biggest following. It is no accident that the ranking also contain some of the people who performed at the MTV’s Music Video Awards that was held recently. The top celebrities are: Justin Bieber, Lady Gaga, kate Perry, Shakira, Eminem, Taylor Swift, Cristiano Ronaldo, Selena Gomez, Britney Spears and Justin Timberlake. Some of the celebrities like Selena Gomez, Taylor Swift and Justin Bieber are achieving millions of fans and followers daily. From the data, the celebrities with the most fans are the young ones between the ages of 19-40 years. The older celebrities have little or no presence in the social media with exclusion of Tom Hanks (57) and Ellen DeGeneres (55) who were among the top 20.

Email Marketing CEO pointed out that some of the most popular celebrities lacked even a website, blaming their agents for the missed opportunities. Morgan Spurlock, the documentary director for One Direction, said during a show on CNN that the band was a machine and it was all about visibility. Currently, the band is ranked number 13 on the list but it is gaining popularity very fast. Miley Cyrus is also another celebrity on top of the list at number 11, particularly after her controversial performance during the VMA awards. The research data was scoured from the social networks while searching for the most admired celebrities.