matt klawitter internet marketing

Accepted Position at Washington University in St. Louis

Matt Klawitter — Mon, 17 Nov 2008 00:24:00 +0000

Beginning November 24, 2008, I will join Washington University in Saint Louis as its new Executive Director of Web Communications. I will manage the University’s top-level web presence and guide strategy for all web-based communication across the institution. This includes locating, collecting, and directing the resources necessary to produce communications that reflect the University’s mission.

I am extremely pleased to join such a well-respected organization and look forward to working closely with my new team.

To those interested in following my activity at Washington University in St. Louis, know that I have created a special Twitter account. (Follow mattklawitterWU.) I plan to communicate progress and to also network with others.

To my colleagues and friends at Notre Dame: it has been a true pleasure working with you and serving the University together. I believe in its mission, tradition, and values, and I also believe that your success will continue. I am honored to have created the Notre Dame Web Group and am even prouder that it will endure.

Unboxing: Kashi Free Cookie

Matt Klawitter — Fri, 10 Oct 2008 13:54:26 +0000

A few weeks ago, I went to the Kashi website and requested a free cookie. It came in a very cleverly written, simple shipping box that contained my free treat. Kashi is a brand, owned by Kellogg, that is building trust with me. Slowly but surely, I am purchasing and eating more and more of this brand. For many reasons, this brand is cultivating loyalty with me (and, I am obviously aware of it), and experiences like a “free cookie” sent to me at work helps in that regard. In the spirit of unboxing, I took some quick photos with my iPhone of the free cookie that I received.

Image 1: The free cookie box (took some hits in the mail, but not too bad):

Image 2: Opened box, wrapped cookie:

Image 3: Kashi free cookie unwrapped:

This tactic of offering free cookies is clever. It’s nothing new in terms of ideas — just visit many grocery stores and sample the free food. If you like the taste, you’re likely (or more likely than not) to purchase the product. Usually, it is the first time you have tried the food.

I’ve recently been purchasing Kashi’s various products — pizza, meals, breakfast, etc…but, I never thought to try a snack product until this promotion. Regardless of the result, I am impressed with the care and effort that has gone into this campaign. It is a very integrated approach across web, TV, and print media. The final experience is fun, personal, and engaging. Who thought a free cookie could be something to look forward to in your inbox. When I saw this little green box in my mail slot at work, Kashi and I made a connection. We’ll see if it translates to me buying cookies from them, but it has already strengthened a connection I previously had with them, as I consume other Kashi products.

It makes me wonder and imagine how this tactic could be used in other industries. What “free cookie” experience would work in higher education, for instance? Something to think about.

Now, I need to look for a “free glass of milk” promotion to wash this down.

New: T-Mobile G1 with Google

Matt Klawitter — Tue, 23 Sep 2008 16:59:55 +0000

I watched the press conference this morning for the T-Mobile G1 with Google. In a word, “interesting.” Clearly, this is a competitor to the iPhone, which is now in version two of its evolution. The G1, running on Android, has many attractive features and makes some not-so-subtle challenges to Apple. During this conference, there were a few unmistakable clues as to how hard this new device is going to work to earn a share.

First, T-Mobile stated that the marketing campaign for the G1 would be its largest ever for a mobile device. That’s impressive. Also, they have partnered with Google.

Second, the founders of Google made a “surprise” visit to the press conference. They are geek super-celebrities. And, the fact they showed up to the events says a lot about their commitment to establishing Google as a major mobile device player. Imagine the power of Google at your fingertips, and how much faster search can work for you in this device compared to others. They argued that search on a mobile device is still slower than on a laptop. They aim to change that.

Third, this is an obvious statement to Apple and other Smartphone/PDA makers. Google and T-Mobile essentially are in the game, and will leverage the power of Google’s infrastructure to make it stick. The “compass” mode in the Google Maps Streetview is like something from the imaginary.

Finally, features. The G1 looks to offer a few new approaches to well established issues with other mobile devices:

Full qwerty keypad, flip style for those who need the tactile sensation
All the Google apps you could imagine (Gmail, Maps, Calendar, GTalk)
Open source applications and store
Amazon Music with DRM-free downloads
Less than $200

As an iPhone user, I’m extremely curious about the T-Mobile G1 with Google. I am seriously considering purchasing one to run side-by-side with my iPhone. Regardless, I am even more interested to see what Apple does as a response. Then Google, then Apple. And so on…

Buzz: Google’s New Browser, Chrome

Matt Klawitter — Tue, 02 Sep 2008 18:52:19 +0000

So, just like most other web geeks, I heard the buzz over the weekend about Google’s new web browser, Chrome. I saw the Twitters, then I got excited. I checked the blogs, searched Google for more information, and I even read the comic book they created for the press. I was (still am) excited about the announcement. My mind is racing wondering how Google will promote and market this huge news. On one of the blogs, I found a link to a press conference.

I am currently watching the press conference live video. (Sept 2. 2:00 PM EST)

So far, I am going to (try to) withhold judgement on this event marketing until it’s all done. But, to this point, I think the awesome techs at Google need to learn from their neighbors in Cupertino. The press conference video feed is poor (at best), and it has no production value, glitz, or glam. Great content, but it’s a boring techie presentation. What a missed opportunity. Did something happen and Google had to put this together over the weekend? Is this the best they can do?

Also, there is no Mac version off the start. This is a major no-no in my opinion, and they had to defend the issue during the press conference right away. You can’t say things like, this is a brand new experience with a fresh look and NOT include a Mac version. I’m sure there is a logical and reasonable explanation, but the appearance is poor.

I’m still holding my breath that the actual browser will be better than the explanation and (viral) marketing of it. That is, once the Mac version is released. Gimme.

CNN: Microsoft’s New Browser

Matt Klawitter — Sat, 30 Aug 2008 01:47:55 +0000

Interesting, of all the features in Microsoft’s new browser, this one is getting the most attention. Think Microsoft has lost market share to Mozilla/Firefox/Safari because it did not previously offer this “protection?” It’s like reporting about the hidden channels on your cable or satellite box. It is difficult to separate culture from the true purpose of the technology, but I guess the average viewers of CNN may find this interesting. I did read about it already in some of the blogs that I follow, and CNN got the facts right. But, I find it somewhat distressing on what they focused this segment. Now, all popular browsers give you “privacy.” I think a better title would be, “Microsoft’s Nude Browser,” but that would be a cheap shot. A title like that would get more clicks. So far, I’ve heard good things about this new version of IE, so when will it be ported to Mac? Watch the video on CNN.com. It’s good.