News At Eight
Tourism and Marketing Snapshots from Eight Marketing
February 2008
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Welcome

Welcome to the February issue of News At Eight, produced by Eight Marketing Co., LLC. Thank you for joining us.

Haru Adds Two
 
Opens restaurants in Boston & on Wall Street
Haru Wall Street Opening

Congratulations to Haru on the successful openings of its two newest locations -- its first restaurant in Boston, at the Prudential Center; and its 7th restaurant in Manhattan, at 1 Wall Street Court.

Haru offers inventive Japanese cuisine with a contemporary flair. The restaurant is renowned for its signature offerings including lobster mango ceviche, salmon jalapeņo rolls and specialty cocktails. Haru has nine locations in Boston, New York and Philadelphia.

Eight Marketing is proud to work with Haru's Philadelphia location on partnership development, special events and ongoing public relations.

For more information, visit www.harusushi.com .


The Other Road to Perfectville
 
by Fran Feldman Walish
Two Roads to Perfectville

After the thrilling climax of Super Bowl XLII, a Reebok commercial aired on ESPN's post-game show under the name Perfectville. The ad not only addressed the stunning upset, it addressed the life of a spot beyond advertising.

The spot featured the 1972 undefeated Dolphins, now residents in Perfectville, enjoying a sunny day when a delivery truck emblazoned with Giants Couriers. We Deliver Best on the Road, delivers a game football courtesy of Eli Manning. And the population of Perfectville remains a perfect 1.

Ads featuring winners are not new or news in and of themselves. No one would believe that somewhere in the vaults there wasn't another version of the commercial with a Patriots perfect spin. But advertising has changed and the vaults are no longer perfectly sealed and are often intentionally left open.

The original spot aired on ESPN after the game to a large but limited audience. Reebok expanded their campaign by publicly posting three ads on their website -- a :15 second teaser, the :30 second post Super Bowl spot and The Making of Perfectville.

But that was only the beginning. As of February 7, 15 postings on youtube.com carried the :30 spot and it had already been viewed by over 215,000 viewers. The teaser spot was posted once, with 35,000 views and the Behind the Scenes a mere 3,600 views.

Next came the "leaked" spot -- the alternate version with a van emblazoned with Pat's Moving Co. We'll Make Your Move Perfect, coming to town. A sofa is unloaded and the population of Perfectville grows to 2, with the Dolphins going to meet the neighbors. Already, this spot has received 40,000 views from its two postings on You Tube.

Need more? Bloggers are posting and boasting about finding the "lost" spot, with blog entries totaling 95 on Technorati, 154 on BlogPulse, 186 on Ice Rocket and 408 on Google's Blog Search. Google has close to 15,000 listings for Perfectville and 70 news articles. Reebok anticipated this, and is the sponsor of many of the Perfectville searches.

Did Reebok themselves do the posts on You Tube? The first posting of the official spot was made by ReebOk2008 (stet) so it is probable. There's no harm to the company in the Patriots victory spot airing -- only more exposure. A visit to the Perfectville search results via our Quick Links show how these numbers continue to grow.

For Reebok and others, the power of the web and social marketing are key to achieving Perfectville.


Forever Independent Adds Foreverindependent.com
 
Forever Independent Logo with URL

Forever Independent, the common mark branding initiative of Philadelphia and The Countryside, has added foreverindependent.com to its domains. Forever Independent had previously lived on line only on foreverindependent.org and foreverindependent.travel.

The domain name was captured thanks to the assistance of Kenneth Chen of the Valley Forge Convention & Visitors Bureau.


Welcome Jamie Dedel
 

We are pleased to welcome Jamie Dedel to the Eight Marketing Team.

Jamie is a senior at St. Joseph's University where she is enrolled in the Haub School of Business as a marketing major. Jamie has previously worked with the Leukemia and Lymphoma Society where she worked along side the special events director.


About Eight Marketing
 
Eight Marketing Logo

Eight Marketing is a tourism and attractions marketing firm that specializes in increasing revenue for its clients through partnerships, promotions and strategic planning.

To learn more, call us at (610) 667-2400.



Thank you for reading News at Eight. Look for the next edition on the 8th of March.
We appreciate your partnership and welcome the opportunity to serve you.

Sincerely,


Fran Feldman Walish, President & Founder
Eight Marketing

 
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Technology Tip of the Month

The capture of foreverindependent.com for Forever Independent is a reminder that the world of domain names and captures continues to change in complexity and players.

In the early days of the web, a simple domain check would show if a name was taken, the length of the contract and the contacts for the domain owner. A backorder could be placed that would allow one of a number of web domain managers to electronically attempt to capture a name the second it was released.

Today, this information has the potential of backfiring. A backorder often signals a third party that there is interest in a name. Direct contact with the current holder can lead to negotiations to obtain the name and then resell it to an anxious buyer.

There is recourse available. If you hold a trademark on a name, a third party can be legally obligated to release the name. This however, can be an expensive and time consuming ordeal.

The best proactive protection is to secure a website domain name as soon as you are considering using the name. They are inexpensive (approximately $8.00 per year for a no-frills package) and purchase is instantaneous. Second, backorder any domain names that use your name but are currently unavailable. Names change over frequently. Third, if a name is being released, contact the current owner to see if a direct deal can be negotiated. This can save expensive third-party negotiations in the future.

Have a Technology Tip you'd like to share? Email Ashlea Morrell at amorrell@eightmarketing.com

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