advertising | Kaira Rouda

5 12, 2016

On branding and going a little darker

By Kaira Rouda|2023-02-06T23:40:40+00:00December 5, 2016|advertising|Comments Off on On branding and going a little darker

The interesting thing about having a background in branding is that it's fairly easy for me to see other people's brands, and help them bring them to life. In fact, I wrote a whole book - REAL YOU INCORPORATED - about the process. But, just like the cobbler's children, when it came time for me to take a look at my brand, I froze. I mean, my stories have been "Sparkling with humor and heart" since 2011. I loved that tagline, and my happy Gerbera daisy, too. But, change can be good, too! I'm beyond excited for next September when my second domestic suspense novel, BEST DAY EVER, arrives in the world. I say second because it is. ALL THE DIFFERENCE was my first domestic suspense novel, but I've been forcing it under the "sparkling" branding all this time. (Sorry, ALL THE DIFFERENCE characters.)But now, it's [...]

30 07, 2009

Real You: Are you looking for an advertising agency?

By Kaira Rouda|2023-02-07T00:25:18+00:00July 30, 2009|ads, advertising, business, hiring|Comments Off on Real You: Are you looking for an advertising agency?

Finding the right agency is like hiring a new employee. You need to be selective. The firm needs to fit in with your brand/culture—get your brand/culture. Think of your agency as an extension of your team. Because if you and your agency aren’t collaborative and creative together, you’re better off apart! Try these agency hunting tips to ensure a stellar team for your business’ growth. Ask for recommendations. Talk to your friends, and find out what kinds of experiences they’ve had with different firms in town or across the country. Check out each agency’s past work and client list. Anyone in your space? Have a brainstorming meeting with their team—the ones who will actually work on your account. See what kinds of ideas they have. Are they fun, innovative? Do they get your brand? Learn how their processes and communication work. Will you be talking [...]

2 07, 2009

Celebrate Life and Loved Ones

By Kaira Rouda|2023-02-07T00:27:05+00:00July 2, 2009|ads, advertising, authenticity, balance, careers, heroes, identity, passions, Real You Incorporated, women|Comments Off on Celebrate Life and Loved Ones

You've heard it a million times: Don't take things for granted. Yet, it's difficult for us to grasp the concept in our everyday lives that seem to move at the speed of light. We're so busy. We have just one more thing to do and then we can have dinner with our kids or grab a drink with a friend we haven't had time to see. With the recent loss of several American icons, it makes me once again take a step back and admire all the wonderful people I have in my life. My family, my friends and my co-workers. Don't take those around you for granted. Re-connect. Reach out to those you haven't seen or talked to in awhile. Maybe it's just a quick catch-up on the phone, or maybe it's a long weekend with family. No matter what, thank them for being [...]

17 06, 2009

Businesses Use Twitter to Engage Customers Online

By Kaira Rouda|2023-02-07T00:28:46+00:00June 17, 2009|ads, advertising, social media, twitter, twitter marketing, Uncategorized|Comments Off on Businesses Use Twitter to Engage Customers Online

If you haven't jumped on the social media bandwagon, hop on! More and more companies are coming up with creative ways to engage their customers online. According to Marketing VOX, a recent study indicates that more than eight in 10 Twitter users, most of which represent small businesses, expect their company's use of Twitter to increase in the next six months. And if you know me, you know how much I love Twitter and believe in its power. Nestle is taking an interesting approach to get moms talking about their product. The company is running a Juicy Juice ad that asks questions like: “How do you help your child shine a little more every day?" and "How do you stimulate your child's mind?" If you go to CafeMom and BabyCenter, you can tweet your answer, and it will be live on the ad, wherever it’s [...]

26 02, 2009

Real You: When a free gift looks cheap

By Kaira Rouda|2023-02-07T01:53:56+00:00February 26, 2009|advertising, Clinique, gifts with purchase, samples|Comments Off on Real You: When a free gift looks cheap

One of the guilty pleasures of cosmetics shopping is the gift with purchase, which has been luring us into retail stores since the beginning of time. I remember the good old days when the gifts were amazing: real leather totes; a full assortment of real-sized cosmetics; or a simple, but classy, special compact. And while I realize it is the time of cut-backs, the lipstick economy is stronger than ever. Attempting to tap into that small splurge mentality is Clinique, with the buy something for $5 and get the gift above. Sure, the gifts looked cool when they were all stacked up everywhere around the counter: happy purple-sided glossy boxes, an interesting design on the front panel and on the back, a glamour shot of three products included inside. Caught my eye, and created a purchase. But. When I arrived home and opened my box, [...]

12 02, 2009

Buy an ad: Save a magazine (or a newspaper)

By Kaira Rouda|2023-02-07T02:08:46+00:00February 12, 2009|ads, advertising, magazines, newspapers, People magazine|Comments Off on Buy an ad: Save a magazine (or a newspaper)

Thinking about advertising in print media? Now may be the best time ever. I have to be honest. I have been at odds for awhile with print publications, especially daily newspapers. Yes, it’s true, there was a love-hate relationship there based on decades of control (the newspaper’s) and decades of increased cost (my real estate company’s ). Same space as last year? That’s only a 12 percent increase this year, the rep would say. Oh, wow, thank you. How about if I cut my space in half? Well, we’ll double the cost and still add on the 12 percent. Sound good? Bleh. That was the sorry state of affairs between newspaper classified ad reps and real estate company marketing folks until the Internet was born and got mass. Newspapers’ Sunday classified sections were “the place” we all believed that consumers would always look for new [...]

5 02, 2009

Use public relations to create buzz.

By Kaira Rouda|2023-02-07T02:09:22+00:00February 5, 2009|advertising, entrepreneur, public relations, Sara Blakely, Spanx|Comments Off on Use public relations to create buzz.

If your budget looks like mine, you’re probably cutting back on advertising and ramping up your PR efforts. A common misconception is that advertising and public relations are the same. Let me clarify. Advertising is paid placement; PR is third-party coverage, as in a reporter included you or your business in an article. This can be much more credible than advertising, but you lose the control you have when you place an ad. Keep in mind the pros and cons of both. A good PR campaign can have lasting effects, creating buzz and driving sales. For one entrepreneur, doing her own public relations paid off—big time. Sara Blakely, the creator of Spanx—footless pantyhose—debated whether to use a big PR agency or do her own publicity work in-house. “I believed so much in my dream that the idea of someone pitching it who maybe hadn’t even [...]

2 10, 2008

Dear Advertisers. It’s me, Female Consumer.

By Kaira Rouda|2023-02-07T02:16:07+00:00October 2, 2008|advertising, branding, eBrandMarketing, female consumer, magazines, Real You Incorporated, Rouda, women|Comments Off on Dear Advertisers. It’s me, Female Consumer.

Every month I’m excited to read my favorite magazine. I open the glossy cover with its witty teasers to find: full-color, beautiful woman, product, no substance (flip). Repeat. Repeat. Great content (finally!). Flawless woman, product (flip). It’s a vicious cycle. I quickly move past the ads to get to the good stuff. It’s disappointing to say the least. Here you are with your great brand, prime real estate in a highly-circulated magazine, an over-paid advertising agency on retainer and a full page ad that says … nothing. Hello? Anyone listening out there? What happened to the emotionally captivating messages that accompanied the great imagery? To read more about emotional branding and which companies are doing it right, check out my eBrandMarketing post and tell me about some ads that speak to you!