Archive for January, 2007

If You Build It They Will Come

By January 25, 2007

Our Mission here at Luckie is “Earl.” A guy that swats away all the junk advertising that overwhelms us everyday in the form of commercials, radio spots, banner ads and web sites. As marketers we set out on a mission to get past “Earl” and reach the consumer, and we even come up with cool […]

Our Mission here at Luckie is “Earl.” A guy that swats away all the junk advertising that overwhelms us everyday in the form of commercials, radio spots, banner ads and web sites. As marketers we set out on a mission to get past “Earl” and reach the consumer, and we even come up with cool new names for these techniques, like “New Media” or “Viral”.

But at the end of the day if you build a product that is good then people will come. For example Flickr took a simple idea of photography and built a clean easy to use GUI that members can use to share, organize and store photographs.

One thing I have loved about Flickr is the lack of advertisement. I pay a small monthly fee and do not ever have to worry about breaking out good old Earl. Then one day I stumbled on the camera section of the site. A section dedicated to showing the various cameras used to take photos on the site. The page was simple, clean, with products and some basic trend charting. I can find information I want quickly and it is presented in a clean attractive way. The only thing different this time around was I clicked on the sponsored link that Nokia (At the time I was viewing it) had paid for. It was not a banner that took over my screen or made me catch a moving spider or even a dancing man trying to sell me a mortgage. It was a nice large image with important information and a simple HTML link.

Earl is getting better and better at his job, and sometimes I think we tend to try so hard to attack him, instead of taking the easy road and just going around them. Nokia got me to click on a sponsored link (which I basically never do), and it was not with over the top ads, animation or by taking over my entire page. All they had to do was present information, in such an obvious way that I was willing to find out more.

Now is this the solution for everyone…absolutely not. But the theory stays the same. Flickr has built a great product and the users came…oh and so did the sponsors.

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The YouTube Election

By January 23, 2007

I’ve heard the 2008 Presidential election called the “YouTube Election” on more than one occasion. It’s sure to accelerate amidst the swelling numbers of candidates announcing their candidacy on the Internet. In 2006 online video was used mostly as an attack tactic. That has clearly changed as candidates are scrambling to get their unfiltered message […]

I’ve heard the 2008 Presidential election called the “YouTube Election” on more than one occasion. It’s sure to accelerate amidst the swelling numbers of candidates announcing their candidacy on the Internet. In 2006 online video was used mostly as an attack tactic. That has clearly changed as candidates are scrambling to get their unfiltered message to the people. Former senator John Edwards (D-N.C.), Senator Barack Obama (D-IL.) and Senator Hillary Rodham Clinton (D-N.Y.) have all widely posted clips. This week Clinton will participate in three live online chats. A Washington Post article claims:

” The accelerated use of campaign video is likely to continue throughout the
2008 campaign as technology opens new opportunities and challenges, with
even more significant changes likely by 2012, when Internet Protocol
television — the equivalent of television channels based on the Web –
becomes more technically and financially feasible.”

Personally, I’d like to see the candidates use the Internet technology for more live debates. What do you think?

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Nike Lets Users Remix Spot

By January 23, 2007

Nike is inviting users to create their own videos with snippets of its new TV spot touting its Air Force 25 sneaker line. Visitors to NikeMashUp.com will be able to choose from numerous one-to-three second snippets and different soundtracks to create their own commercials, up to one minute in length. All videos close with “The […]

Nike is inviting users to create their own videos with snippets of its new TV spot touting its Air Force 25 sneaker line. Visitors to NikeMashUp.com will be able to choose from numerous one-to-three second snippets and different soundtracks to create their own commercials, up to one minute in length. All videos close with “The second coming” Air Force 25 tagline and the Nike swoosh logo. The videos can be downloaded, e-mailed to friends or even sent via cell phone. Nike is keeping a tight rein on the videos created, not giving users the ability to add their own footage, text or music.

Read the whole story here

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Can Media Placement Destroy a Commercial?

By January 21, 2007

I am sure I am not the only one that has seen the new “Rock em’ Sock em’ Dodge Ram Truck” Commercial. Initially I thought, not a bad commercial. It was funny, had some cool graphics and got the message across that a Dodge Ram is a tough truck. Mission accomplished, as a whole a […]

I am sure I am not the only one that has seen the new “Rock em’ Sock em’ Dodge Ram Truck” Commercial. Initially I thought, not a bad commercial. It was funny, had some cool graphics and got the message across that a Dodge Ram is a tough truck. Mission accomplished, as a whole a pretty positive reaction.

So what am I writing about? At what point can media placement destroy a commercial and start to take a good idea and positive feedback and make it negative. During the past bowl season the commercial was played excessively, basically in every commercial break, and the trend has not stopped. Within a two hour span tonight I saw the commercial 3 times on the same network. At this point I am so tired of the commercial that I now feel that Dodge is not creative enough to provide the viewing public with something new.

You are most likely saying, who is this guy to make such a judgment? Maybe, but within my circle of friends and around the office the sentiment is the same and you do not even have to bring up the conversation, it gets brought up for you.

Lets forget Dodge and turn to the question, can media placement, especially excessive media placement, destroy a commercial? The TV advertising industry is obsessed with one thing, number of people watching your commercial, called an impression. Is this a good measuring stick anymore. Would a client prefer 1 million good and valued impressions, or 2 million good and 1 million bad? I do not have the answer to that question, but I figured it is a question worth debating.

If by some small chance you have not seen the commercial:

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Unsigned Band To Hit UK Charts With Phone Downloads

By January 19, 2007

The introduction of new rules that govern the UK music charts means that downloads are now counted alongside record sales. One band that is taking advantage of this new system is Koopa, an unsigned British band which is expected to hit the Top 40 charts when they’re announced on Sunday. The BBC says: “Koopa, from […]

The introduction of new rules that govern the UK music charts means that downloads are now counted alongside record sales. One band that is taking advantage of this new system is Koopa, an unsigned British band which is expected to hit the Top 40 charts when they’re announced on Sunday. The BBC says:
“Koopa, from Colchester, have been together for seven years in various forms and have built up a fanbase on the internet and on the live circuit. They have played almost 500 gigs in the past three years, including a headline show at the Mean Fiddler in London last summer. The bulk of Koopa’s followers are teenagers who are buying the single using a mobile phone rather than an online store, Mr Raymond [the band’s manager] believes. It costs £1.50 to send a text message and receive a code to download the song on a computer.”
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The $12.79 Super Bowl ad

By January 19, 2007

One of the five finalists in the Doritos “Crash the Super Bowl” consumer-generated ad contest produced his spot for a whopping $12.79, according to Adweek’s Barbara Lippert. She examines the five spots, and concludes that while creatives don’t have to fear for their jobs, they might have a harder time justifying big production budgets. Check […]

One of the five finalists in the Doritos “Crash the Super Bowl” consumer-generated ad contest produced his spot for a whopping $12.79, according to Adweek’s Barbara Lippert. She examines the five spots, and concludes that while creatives don’t have to fear for their jobs, they might have a harder time justifying big production budgets. Check out the $12.79 ad here.

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Power to the poindexters

By January 18, 2007

Every marketer wants to stay ahead of the curve when it comes to keeping up with new media. But with the pace and evolution of new technology it’s difficult just to keep up with the meaty mainstream part of the curve – much less get out front with the bleeding edge. By the time you […]

Every marketer wants to stay ahead of the curve when it comes to keeping up with new media. But with the pace and evolution of new technology it’s difficult just to keep up with the meaty mainstream part of the curve – much less get out front with the bleeding edge. By the time you can setup and coordinate a large-scale campaign targeting the latest and greatest new media offerings there’s a very good chance people have already moved on to greener pastures.

You’ve got to stay out front. But how can you tell which new media phenom is going to takeoff and which is going to flop? Which is going to have traction and which is going to be a flash in the pan? Look no further than your local computer geek. Every office has them. The new media and technology that are just now gaining awareness in the mainstream are likely the exact same sources your friendly computer geek was using many months or years ago. YouTube? Blogging? Facebook? SMS? GoogleEarth? Podcasts? Wikipedia? RSS? This is territory they’ve conquered long before.

The information age has forced us all to be computer geeks to varying extents. But there will always be that intrepid bunch of pioneering poindexters among us who live out on the front lines. They’re already out there sifting through the noise to determine what’s worthwhile and what’s not. So next time you see your resident computer geek, pick their brain and see what they’re up to. Flickr? Digg? Del.icio.us? LinkedIn? Skype? Joost? Even if you have no idea what they’re talking about (or if there doesn’t seem to be any readily apparent marketing applications) at least you’ll be getting a glimpse into what will soon be making its way into the mainstream. And that gives you a chance to stay ahead of the curve.

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Real-time Sopranos Interactive Game Launches

By January 18, 2007

We’ve found a fun promotion in The Sopranos A&E Connection, an interactive online game that works with the real-time broadcast of the TV show. Players get game pieces from real world media, such as magazine ads, and use an online game board to predict what will happen in the episode, thus earning points to win […]

We’ve found a fun promotion in The Sopranos A&E Connection, an interactive online game that works with the real-time broadcast of the TV show. Players get game pieces from real world media, such as magazine ads, and use an online game board to predict what will happen in the episode, thus earning points to win weekly prizes and the grand prize of a ‘suitcase of cash’ worth $100,000. This scavenger hunt/fantasy sports-like competition kicks off tomorrow when the first two episodes air. Built by area/code, this is one of the first web-based games that has coincided with a synchronized TV broadcast—something that should be very appealing to marketers and gamers alike.

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Marketing Wisdom for 2007

By January 10, 2007

MarketingSherpa has just released their 2007 Wisdom Report. The fifth annual volume features 110 real-life stories and tips from marketers just like you. Hundreds of readers contributed stories covering a wide range of marketing issues: blocked images, traditional DM and pay per click. Even podcasting, mobile, word of mouth, video and social networking made it […]

MarketingSherpa has just released their 2007 Wisdom Report. The fifth annual volume features 110 real-life stories and tips from marketers just like you. Hundreds of readers contributed stories covering a wide range of marketing issues: blocked images, traditional DM and pay per click. Even podcasting, mobile, word of mouth, video and social networking made it into the mix this year. Tad Clark, Editorial Director for MarketingSherpa says, “As I was looking through the entries, similar themes kept reappearing.” They were:

Trend #1. Simple ideas bring big returns. Adding an “Access Your Account” link to a weekly email yielded twice the revenue per visit from those who entered the site from the link.

Trend #2. Emergence of social networks. A pasta company gets word-of-mouth buzz from a coupon and sampling kit.

Trend #3. Don’t lose the personal touch. One B2B marketer uses video calling cards to open the door to new clients because of the familiarity they bring.

The cases are all very short, typically one paragraph, but have enough detail to make a clear point. Visit the download page (with access to past years’ Wisdom) or go straight to the PDF. Then grab your laptop, a cup of java and become a more inspired and knowledgeable marketer in 2007.

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Agency of the Year

By January 8, 2007

Jim Nail has an interesting analysis of Ag Age’s Agency of the Year in his post Ad Age misses the point of consumer control. I think Jim is on the right track, although a counter-response posted by Peter Kim also has some good points (and information about picking Kryptonite locks with a Bic pen — […]

Jim Nail has an interesting analysis of Ag Age’s Agency of the Year in his post Ad Age misses the point of consumer control. I think Jim is on the right track, although a counter-response posted by Peter Kim also has some good points (and information about picking Kryptonite locks with a Bic pen — who knew).

As we work to embrace New Marketing, it’s important to remember that the idea isn’t just to get our consumers and the general public to do our work for us. Instead the idea is to involve them in the process. This means asking for their opinions and ideas and then listening to what they have to say and acting on it. Lather. Rinse. Repeat.

Credit goes to Jaffe Juice for bringing this article to my attention. Apparently the Schablog isn’t large enough draw for Jim to contact us directly as he did Joseph Jaffe.

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