Showing posts with label Marketing 3.0. Show all posts
Showing posts with label Marketing 3.0. Show all posts

Does Anyone Really Believe Advertising Any More?


Apparently consumers are taking this old saying to heart: "Believe only half of what you see and nothing that you hear." Market research firm Lab42 just released a study that revealed that 76% of its respondents think advertisements contain exaggerated claims, and a mere 3% think ads are "very accurate."
According to Lab42's survey of 500 respondents, while 38% wish for more accuracy in advertising, only 17% would like to see more laws in the United States that regulate advertising. In the U.S., advertising is seen as free speech, but that's not the case in other countries such as the UK, where ads are routinely banned for being misleading or exaggerated.


A myth | the right agency


'Don't pick a company. Pick a culture.'

The advice i can give  is to look for a culture that doesn't only produce great work but also great people. I guess most of us know deep inside it's more than work that matters, we can break down agency culture into five points and shared simple ways on how to recognize it. 

1. Collaboration
If you get into a culture that values collaboration, there's room for client to contribute. Places that value collaboration tend not to be about the person, they tend to be about 'THE BEST IDEA WINS'. This is not about people or ego, it's about the idea. How you recognize it:
  • How are people seated? Departments? Integrated? Floors?
  • Do they assign ideas to people? Groups? The boss? Name on the door?
  • How do they review work? In the open? Corner office? Small/big?
2. Generosity
It takes generosity to teach. A culture of generosity will allow people to explore their own ideas, potential, find their own voice and learn from failure. How you recognize it:
  • Do co-workers celebrate brand success as their own? Do they want what you want for yourself?
  • How do they give and share credit?
  • What's the approach to training and education? 
3. Courage
Client need an organization that stands up for brave ideas. How you recognize it:
  • Do you look at their work and ask 'How the hell did they do that?'
  • How many ideas do they bring to a pitch?
  • Have they ever resigned business for a creative or cultural differences?
4. Accountability
A culture of accountability quickly teaches that success or failure matters. Being accountable for the outcome, either positive or negative, is leadership. Be in a culture that shares your definition of success and that teaches you to lead. How you recognize it:
  • Do they embrace metrics? Do set them at all?
  • What is the ultimate win to them? Awards? $$$? Long relationships? Happy clients?
  • What is the compensation structure for clients? For staff? For leaders? What does it reward? Performance? Seniority? Internal political success?
5. Ambition
It's important to understand your brand ambitions and find an agency that shares the same ambitions.  If you're missmatch it's going to be a bad relationship. If you aspire to greatness, attach yourself to an organization that aspires to greatness. How you recognize it:
  • What goals do they aspire to? Success as defined by clients, industry or culture?
  • Do they talk about what they could do better more than what they do well?
  • Do they visibly push themselves?
  • Do they attract 'Challenger' clients and brands?

Marketing 3.0 :::Reflections



Ingenuity and originality is more important than ever no matter what is the media/ medium channel.
 

Marketing 3.0. [ do more, do it better and reach further ]


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Eichborn Flyvertising in Frankfurt


Eichborn, the German publishing house, used flies to get the word out on their exhibition stand at the 2009 Frankfurt Book Fair (Frankfurter Buchmesse). Eichborn’s logo includes a fly so it made sense to use flies to carry the logo in a “fliegenbanner” with the words, “Eichborn, der verlag mit der Fliege” (the publisher with the fly). Ultra light miniature banners were attached to 200 flies with natural wax. The flies, carrying an extra load, tended to land on people for a rest, getting the attention of people all over the display area. The Jung von Matt team behind the campaign tell us that flies were not harmed in the process. After a short time the banner dropped off by itself.
Eichborn Flyvertising







Credits
The Flyvertising campaign was developed at Jung von Matt/Neckar, Stuttgart, Germany, by creative directors Jacques Pense and Michael Ohanian, art directors Benjamin Beck and Thomas Lupo, copywriters Norman Scholl and Lennart Frank, account managers Daniel Adolph and Christine Seelig.

Daffy's Dancers JUMP out of MOVIE SCREEN




The discount retail chain Daffy's staged such live performances over the weekend at the Ziegfeld Theater in Midtown Manhattan before screenings of the new film Amelia. In a campaign by Johannes Leonardo in New York, part of WPP, dancers acted out how shoppers try on clothes in what was called Fitting Dance."

Insect advertising| Banners on flies




In Microsoft's Imagine09 conference in London yesterday and one of the speakers point forward the view that if you really wanted to get noticed then you need to follow the idea of 'étonnez-moi' ('astonish me') - if you really want to make an impact and stand out, then think big and dream the impossible (so called 'Dreamtelligence'.)




Popout



Out of the multitude of ways a brand can spread its message using insects to do so must rate as one of the oddest. But that is exactly what German publishing house, Eichborn, did when it let a load of flies loose at a PR event.
Initially, flies might seem an odd choice as a marketing medium. They are associated with plagues, have a reputation as a germ carrier and spend most of their life gravitating towards excrement. Seemingly not the ideal brand advocate, but one thing you can say about flies – they get everywhere.
Eichborn, which uses a fly as its emblem, decided this trait would be a major asset in the bustling atmosphere of Frankfurt book fair. Miniature banners were attached to 200 flies using wax; each had ‘The publisher with the fly’ printed on it as well as the location of Eichborn’s stall printed on it. The flies were then let loose around the book fair.
The campaign received a lot of PR attention in Frankfurt and generated a great deal of interest in Eichborn’s stall at the book fair. Eichborn later reported that no flies were harmed during the process.  
The headline reads "Eichborn fly banner at the Frankfurt Book Fair" and the final wording in the video is translated as "The banner was attached with wax and dissolves after a few hours by itself" - may be this is the ultimate in 'buzz marketing?'









BRAND: Eichborn

BRAND OWNER: Eichborn

CATEGORY: Entertainment

REGION: Germany

DATE: Oct 2009

AGENCY: Jung von Matt

MEDIA CHANNEL

Ambient


LA Fitness| Swimming pool


Keeping fit is not just a fad – it’s a way of life.
Stress at work is spurring one in five of us to exercise MORE than we did a year ago, according to research published today. The study, which was commissioned by gym chain LA Fitness, suggests most of us find exercise a great stress buster.
Swimming is considered one of the best ways to keep fit. But as Catherine Bayfield reports if youre thinking of taking the plunge you may want to make more of a splash than this lot did.

Brand: http://www.lafitness.com
Agency:Unknown



FREEBORD: STREET ILLUMINATI

Crew of Freeborders take over an SF street to create a real life video game. http://www.freebord.com.

Marketing on $700 a Year



Last month, Intuit, the personal finance software firm that owns Quicken, paid $170 million in cash for Mint.com, a two-year-old personal finance site with 1.6 million users. That corporate embrace comes after much frustration on Intuit’s part. At one point the company wrote Mint a letter demanding “substantiation and evidence” of the rival site’s rapid-fire growth. Compounding the vexation was the cost of acquisition for those consumers, whose numbers are currently growing by more than 130,000 each month: virtually nothing.

Donna Wells, Mint’s CMO and a former exec at Intuit, is a veteran marketer used to the big media budgets she had in previous jobs at Charles Schwab and American Express. At Mint, however, she may well represent a new breed of CMO who is spending very little on brand building and bypassing advertising in the process. Thanks to new social media and communications technologies, partnered with adept PR strategies, Wells showed that building a so-called Web 2.5 brand doesn’t need to cost much these days—and the experience is liberating.

“We built this brand on the cheap. In two full years at Mint, I spent what I would have spent in two days at Expedia,” laughed Wells, who was previously svp-marketing at the travel site. “Mint was my fourth startup, and the tools that are available to me now, even since my last startup in 2000, offer amazing reach and adoption through places like Twitter, Facebook, YouTube, MySpace and iPhone apps. It’s a phenomenal time for a marketer.”

Mint’s start kicked off with a well-read, popular blog—launched in March before the site’s product launch in September 2007—and key exposure when Mint launched at TechCrunch 40 and won top honors. Wells created a Facebook page where Mint now has more than 36,000 fans and attracted a following of 19,000 on Twitter. Free applications like WordPress power Mint’s blog while another free tool, the user-friendly Google analytics, lets staffers track site traffic. Mint does pay for some other off-the-shelf services for its site, spending all of $700 a year.

Wells estimates the marketing costs at Mint over the past two years to be around $2 million. That amount primarily includes salaries for the marketing staff which now numbers five, including herself, and out-of-pocket expenses like hiring an outside PR agency. She also experimented with search initially, spending about $50,000.

“The idea that you need a huge amount in marketing and advertising dollars is simply not true,” said Laura Ries, president, Roswell, Ga., consultants Ries & Ries. “That was a major fallacy in the dot-com boom where companies went out and spent millions and got no benefit. Companies like eBay and Amazon did it by being first at something, by standing for something and having a credible strong idea that generated the PR and word of mouth necessary to get into the minds of consumers.”

As a free money management tool, Mint obviously has a compelling appeal in the current economic climate. But Ries also noted the site’s quirky name and compelling blog, which in a world of forgettable corporate blogs won the award for best blog at the Online Media Marketing and Advertising awards last month. That communiqué reinforces an identifiable voice with the brand that initially attracted 20 and 30-somethings, Ries said, particularly in contrast to the older-skewing Quicken, with a less-defined image given the number or products associated with the brand.

Wells admits she will modify her marketing strategies as Mint goes more mainstream under Intuit but, even with new financial resources, vows to keep using the cheap tools that launched the brand and keep nontraditional media at marketing core.

Other creators of recent popular Web 2.5 brands share Wells’ reluctance to spend on advertising—and it’s not because they don’t have the money. Pandora.com founder Tim Westergren said his four-year-old Internet radio site expects to bring in $40 million in revenues this year, more than double that in 2008. But while he spent “maybe $100,000” on search in Pandora’s early days, he’s not interested in traditional marketing. Instead, he’s focused on customer service and bonding, no easy feat given the 35 million U.S. registered listeners to Pandora’s automated music recommendations. Westergren, a musician and composer, said a primary focus of the site’s marketing, and a major expense for the site, is a team of eight people who respond to every listener inquiry. In a busy month, Pandora’s “listener advocates”’ might deal with 30,000 e-mails, with topics ranging from new site features and new bands to complaints. Additionally, Westergren travels around the country talking to listeners at “town halls” held in coffee shops, community centers and bookstores. (He’s not just interested in what urban hipsters have to say—upcoming trips take him to places like Sioux City, Iowa, and Billings, Mont.) He said that while that might sound “old school,” it’s critical.

“Each town hall includes just a small number of listeners, obviously, but it’s a p
owerful cementing tool. They become ambassadors for you,” said Westergren, who cautioned about the need to take in the bad with the good. “In this day and age, it just takes a few enthusiastic people to do some damage to you on the Web; there are so many ways to evangelize.”

For his part, David Karp, the 23-year-old Internet entrepreneur who founded short-form blogging platform Tumblr, said more traditional marketing communications couldn’t achieve what his own team could do in viral product design at the nearly two-year-old site.

 “We did an experiment with outside PR, but we found people couldn’t explain it as well as we could,” he says. “The marketing is all on Tumblr’s site. We thought, ‘What features can we build, what design changes? How can we get visitors to further engage and share the experience?’ We always looked at the product as inherently viral and designed it that way. As it becomes more social with the Tumblr dashboard (which quickly lets users add other users to lists of friends), you can follow friends, publish and repost.”

 Last week, Jinni.com, a Pandora-like recommendation service for movies and TV, launched in public beta. The site’s co-founder, Yosi Glick, who’s clocked in time as a marketer at tech companies like Orca Interactive, said his lack of interest in advertising the new site strikes some acquaintances as odd. “‘How do you do zero-dollar marketing?’ People from the b-to-b environment find that intriguing,” he said. “Is it possible, they ask? It is indeed possible.”

Glick’s optimism about grassroots marketing may be premature. Still, sites like Jinni, along with Tumblr and Pandora, have all the advantages that accompany marketers who are the first in their categories. It’s a lot harder for others who later jump in and play catch up to the pioneers.

But even those companies with a head start like Amazon and eBay ended up using traditional advertising once they became dominant players and needed to protect their leadership status. So while marketers like Wells have launched successful sites on a dime, their experiences may still be the exception, not the rule. Advertising will remain a critical marketing support at launch—and thereafter, some observers contend.

“In general, you need more than one tool to launch and maintain a brand,” contended Allen Adamson, managing director of the New York office of Landor Associates. “If you’re the third one out there (in a category), you’re going to need more. Successfully doing it on a shoestring is not an average situation—it’s more like winning a lottery ticket.” 

Sony Ericsson attempts online flash mob with space hoppers

LONDON - Sony Ericsson has kicked off its space hoppers marketing campaign, asking consumers to create their own hopper to take part in an online flash mob.


The Sony Ericsson campaign, which uses the theme ‘spark something', comprises an online film and space-hopper character creator athopperinvasion.com. The digital campaign will also feature hopper-themed activity on Twitter.
The global campaign, by Saatchi & Saatchi and Dare, is to promote the Yari, Aino and Satio trio of handsets.

The TV campaign asks ‘What if dreams could become reality?' and features people bouncing down the street on coloured space hoppers. The ad ends with the words ‘We're here to make it happen. Make.believe.'



============


Hopper Invasion by Sony Ericsson



Sony Ericsson Hoppers


Sony Ericsson has been recruiting a new generation of followers with the Hopper Invasion, an interactive campaign launched with a flash mob of hoppers in Barcelona. The YouTube video points viewers to the Hopper Invasion site where they are encouraged to create their own customized hopper and sign up for updates from Sony Ericsson. It’s all part of the Entertainment Unlimited and Make.Believe branding behind three new phones, the Yari, Aino and Satio, and part of the lead up to the November 3 launch of Rachel, Sony’s first Android phone, the Xperia X10.



Mayhem. Madness. Hundreds of people. Hundreds of hoppers. Get ready for a sneak preview of what happened when Sony let a load of hoppers loose on the streets of Barcelona.


Visitors are invited to create their own hopper -- specifying eyes, nose, gaping mouth, even tattoos -- before giving it a name and entering their email address. As with all flash mobs, the time and place are being kept top secret at present; however, all participants will be informed of the exact time and place of the online invasion in which they can spot their own bouncing character.
Sony Ericsson Hopper Building

Ericsson Globe

A video shot with Satio showing the chief hopper projection on the Ericsson Globe in Stockholm on the night of 20th of October 2009. 



Credits
The Hopper Invasion campaign was developed at Saatchi & Saatchi, London, by executive creative director Richard Copping and art director Eddie Wong.
Media was handled by MEC.
Filming was shot by Rockhard Films director Tony Petrossian via Play Films. Post production was done atBlackmagic Design, Singapore. Sound and music were produced at Song Zu, Singapore

Talk Talk:::Put-Pocketing

Londoners tend to expect the worst when they see somebody loitering near their bag, and usually they would be right to. But telecoms operator, Talk Talk, has launched a campaign employing ex-pickpockets to distribute cash to people in London without them even realising.

Certain factions, including those that have previously been pick-pocketed, have taken issue with the idea. But the campaign has been given the blessing of the Metropolitan police and each ‘put-pocket’ – as they are being called – carries ID, in case he is caught in the act, and is watched by a minder.


20 put-pockets roamed around the traditional pick-pocketing heartlands including Leicester Square, Oxford Circus and Covent Garden as well as on the tube network. Once they had found a ‘mark’, they would approach and slip a crisp £20 note onto their person, along with a branded Talk Talk card. The telecoms company plans to distribute over £100,000 in this way. Strategically placed signs, reading ‘Rejoice! Put-pockets operating in this area’, warn the public of the put-pockets presence.


A YouTube video showing the operation in action has turned into a very successful viral. The scheme has been in operation since July and so far none of the put-pockets have been rumbled.





BRAND: Talk Talk

BRAND OWNER: Carphone Warehouse

CATEGORY: Telecoms/ Mobile

REGION: UK

DATE: Jul 2009 - Oct 2009

AGENCY: In House

MEDIA CHANNEL

Ambient

Mazda:::Mazda opens its layer

It is imperative for car companies to be associated with cutting-edge technology, but at the same time avoid anything potentially seen as superfluous. So, Mazda’s announcement that it was using augmented reality in its latest campaign came as something of a surprise.

Augmented reality has, until now, been rather gimmicky – 3D lapdancing girls appearing out of 2-D paper, and the like. However, JWT’s new augmented reality application – Layer – is something different, something potentially very useful. By integrating Google maps into its service it allows users to see what is happeningaround them by displaying real-time digital information on top of reality.

Mazda has built the first ‘layer’ on the new network. Through a combination of QR codes and barcode technology consumers can scan special Mazda ads in the traditional press with a smartphone and find all available Mazda dealers within the vicinity. The tagline on the video demonstrating the new service is: ‘From magazine to Mazda in 80 seconds’.

And where Mazda lead, it looks like others will follow. 10,000 applications were downloaded in the first two days and JWT says it has clients wanting to build ‘layers’ in Amsterdam and Russia.



BRAND: Mazda
BRAND OWNER: Mazda
CATEGORY; Automotive
REGION: UK
DATE: Aug 2009
AGENCY: JWT
MEDIA CHANNEL

Mobile or InternetPressAmbient

CBS:::Interactive insert

TV companies are increasingly finding themselves in competition with a raft of digital and ‘on demand’ options.

To ensure its top programmes get the viewing figures it wants this Autumn, CBS is pulling out all the stops and putting a paper-thin interactive video player into the pages of Time Inc.’s popular magazine Entertainment Weekly.

Gone are the days when TV companies could place print ads in TV Guides and expect an audience to drop everything and tune in - viewers are increasingly in control of when and where they watch their favourite programmes. In recent years, CBS has resorted to increasingly bizarre methods of generating publicity for the launch of its new shows, including advertising on the shells of supermarket eggs.

Its latest idea is certainly more hi-tech. The interactive video-player insert, designed by Americhip, triggers automatically when readers turn to the ad page. The player is rechargeable by USB, and extra footage can also be downloaded in this way too. Likely to cost CBS millions of dollars, it will come loaded with a montage of clips from shows promoting the TV programmer’s ‘Monday to the Max’, which features season debuts of ‘How I Met Your Mother’, ‘Two and a Half Men’, ‘The Big Bang Theory’ and its new series ‘Accidentally on Purpose’.
To go alongside the insert, CBS will also screen the pilot of ‘Accidentally on Purpose’ at college campuses. An online microsite will be launched featuring teasers for the show and red-carpet interviews from a Los Angeles premiere party.

BRAND:CBS

BRAND OWNER:CBS Corporation

CATEGORY:Entertainment

REGION:USA

DATE:Sep 2009

AGENCY:OMD

MEDIA OWNER:Time Inc

MEDIA CHANNEL

Mobile or InternetTVPressAmbient

Molson Dry beer: Social reality gaming

Association of party pros (APP)

The challenge Molson Dry wanted to position itself as the ultimate party beer. We had to connect drinkers with the brand as well as with one another. We developed a unique concept: A social reality game.
The solution We created a new sport related to a social activity: the party. Players are members of the Association of Party Pros (APP), which is supported by a distinct advertising campaign and a Web platform. The game is played in all the natural habitats of “party animals:” bars, parties, concerts, Facebook, nightlife webzines and at www.produparty.com . The players who accumulate the most points through their performances during parties are crowned with the title Party Legend. They are featured on the APP website and Facebook, get exclusive party gear at the Molson boutique, APP privileges, and ultimately represent Quebec at the Tenerife Carnival, in the Canary Islands.
The results The campaign, launched in 200_, became more than contagious, it went viral: thousands of players, no less than 25 parties, each bringing together over 3,000 party pros, almost 10,000 fans on Facebook, closely followed by 6 nightlife webzines and 20 winners. Uniqueness The relationship between the field and the social networks in the APP campaign clearly demonstrates that the Web can work effectively with other marketing platforms to create a global experience in multiple locations, with many players. Molson Dry became a hub for social interaction between party pros all over Quebec.



Credits:
Creative Director: Jonathan Rouxel
Art Director: Kevin Lo
Copywriter: Marilou Aubin
Illustrator: David Arcouette
Other additional credits:
Production : Sandie Rotge
Released: May 2009

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