Archive for February, 2011

Posner Advertising Website Redesign

Delivers Intimate Interactive Experience Utilizing the Latest Technology


New York, NY, February 19, 2011 - Posner Advertising, the lifestyle-focused agency headquartered in New York, has launched a new website. The new site, featuring Web 2.0 capabilities and an innovative design, is a springboard for the agency’s aggressive, online marketing campaign to reach potential clients globally.

“The redesign of the website and its added features underlines the agency’s philosophy – ‘Marketing at the Speed of Change’ by helping new visitors understand the agency’s full range of services immediately,” says Juan Carlos Martinez, director of interactive marketing at Posner Advertising. “We wanted to create a website that encourages user immersion by blending sophisticated digital technologies with functional design, intuitive navigation and integrated social media networking sites.” The Posner website will deliver comprehensive search engine results and be totally compatible with all web and mobile devices.

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Marketing To The Elusive Luxury Audience Pt. 1

Being in the forefront of luxury lifestyle marketing for years, the marketing environment has never been as rife with specific ways in which to reach out to the top five percent of affluent consumers and business leaders as it is right now. In fact, each day my office is being introduced to new magazines, clubs, lists, and websites that claim to cater to the wealthiest and most influential members of our society.

Why now? Is it that the recession is ending and finance leaders are no longer keeping a low profile on conspicuous consumption? Or is it that before the economy tanked, there were so many destinations, products and services developed for the growing worldwide market of mega millionaires?

Before the global financial meltdown, the number of millionaires worldwide seemed to be expanding exponentially and new luxury brands were being introduced daily. With such globalization and mass marketing we witnessed well-established luxury brands having difficulty maintaining their perceived exclusivity among the most affluent set. This created an opportunity for the introduction of the niche luxury brand.

That was then.
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Digital ID:
Nhi Nguyen, Social Media Strategist

The advent of the digital age has made our communications systems more efficient. It has brought new meaning to the word ‘multi-tasking,’ made the world a smaller place and established the 24-hour workday. Here, we analyze  the amount of time we spend day-to-day immersed in our digital world… starting with our own team at Posner Advertising.

Social Media For Business Now a Requirement

Corporate branded content made up 73% of all social media campaigns in 2010 according to EMarketer. What’s more interesting is that companies with the highest level of social media activity generated 18% more revenue than comparable businesses with zero activity. What this essentially means is that now more than ever, having a social media strategy is a requirement for marketing success.

Most companies discount the importance of social media or use it primarily to pitch their products or services. What these businesses aren’t utilizing is the opportunity to really understand their customers.  Consumers today are more interested in information discovery and engagement. They find and gather solutions via the Internet, researching online within niche communities, specialized news sources and personal and corporate Web blogs. They enjoy sharing these solutions or stories with their friends and colleagues; and their friends and colleagues continue sharing these stories with their own social network. Branded content is not just an option for a business but now an expectation of the consumer.

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Advertising vs. Social Media Marketing

In today’s rapidly changing media environment, I have found that clients, peers, friends and just about every intelligent businessperson I speak with is interested in knowing or improving the ways that social networking can help grow their business.

I constantly hear questions and statements like:

“What should I budget for social networking?”
“Can I replace advertising with social networking?”
“I am building my entire brand on social media.”

Although most would like to hear that social media is the no-cost silver bullet for business success, it is not quite that simple.

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The Consummate Luxury
Hotel Experience

We announced that Posner had been selected as the advertising agency to introduce Manhattan’s new Setai Fifth Avenue, A Capella Managed Hotel. What the release did not say is what an honor it was to work with the legendary Horst Schulze, who had been at the helm of The Ritz-Carlton brand for over 20 years and is now presiding over West Paces Hotel Group.

During a recent presentation I was giving to the Capella Team on the marketing of the hotel’s spa, Mr. Schultz sat in. While reviewing recommendations to generate awareness and drive sales at its spa, Mr. Schulze interjected, “We only get one chance to make the customer experience so memorable and satisfying that they’ll come back again and again.”

What was so impressive to me was that he drove home his customer experience credo and reminded his team that while advertising and public relations was important to bring people in for the first time, what was equally important was repeat business.
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