pauldervan: random thoughts on marketing

Download 'Free' by Chris Anderson

pdervan@gmail.com (Paul.) — Mon, 20 Jul 2009 13:45:00 +0000

Saw on Le Craic's blog that Chris Anderson's book 'Free' is available (for free) for a limited period. See his post for more details.

Design display ads with Google

pdervan@gmail.com (Paul.) — Sat, 18 Jul 2009 09:50:00 +0000

Now, I suspect creative folk will hate this. And initially I was sceptical. Surely you can't reduce advertising to this? But the reality is this has a use. And I like it. If you don't have budgets for an online agency to make your banners ads, this could be for you. It allows you to upload your brand colours, fonts, logos etc.

Of course this is no substitute for high-end online advertising but would be a substitute for low end digital work. You can even work up the suite of different banner ads you need.

Wonderful bus wrap

pdervan@gmail.com (Paul.) — Wed, 15 Jul 2009 09:33:00 +0000

I'm impressed. Found via PML

Nobody clicks on outdoor ads

pdervan@gmail.com (Paul.) — Sun, 12 Jul 2009 20:19:00 +0000

Nobody clicks on outdoor ads. Clearly.

But this doesn't mean outdoor advertising doesn't work. It does. And when I say work, I mean it drives sales. Of course, the ads need to have impact, to communicate and be persuasive. Such as these. But few doubt the effectiveness of the medium itself.

The problem with online display advertising is the pressure to measure it only by 'hard measures' such as cost per click. Of course these are important. But it is dangerous to determine the success of an online campaign based only on the number of people that clicked. If we do, the tendency will be to aim for the lowest cost-per-click every time.

Is this a bad thing?

I think it can be. On the face of it, lowest cost-per-click sounds like the only right thing to do. If we went just for lowest cost-per-click every time, we'd probably just do Google ads all the time. The production cost on Google adwords is nothing and you only pay per click. So, very little upfront risk and lots of transparency.

This is a bit like classified newspaper ads. They too are low cost. In fairness, Google's model is better for a number of reasons but there are similarities. It is safe to assume most brand managers would not put their entire campaign into classified ads. Yet, many put most of their online budgets into Google.

Maybe we decide to splash out and bang up a few flash display ads - to link in with some offline advertising. Not cheap if you measure the cost divided by clicks. And not cheaper than Google, so how do you justify the cost? And how do you make the case for rich media ads, video, full page takeovers or some interactive game?

We start by trying to understand why we would do each format. Why do brands take full page newspaper ads? Or gatefolds on magazines? Or wraps on the Metro or Herald AM? Or a roadblock on all the TV stations? Not for efficiency. Small ads will always be more efficient.

They do these for impact.

The difficulty I've come across is finding a common language for measuring anything beyond adwords and low-cost flash banner ads. I believe they have value in terms of fast reach, impact and other brand engagement. But I'm not happy with the measures. We can't just do full page takeovers because they look nice.

Which is why I was happy to discover a new report on Cybercom's site. All my questions are not answered but there is some good stuff in there. Drop over there for a read.

Another note on books

pdervan@gmail.com (Paul.) — Thu, 09 Jul 2009 20:09:00 +0000

The Book Seer. I know there is stuff like this about, but found it quick and simple. While testing it, I found a book that looked interesting (which I hadn't previously heard of) and bought it.

Found this via Dan Germain.

Google books

pdervan@gmail.com (Paul.) — Wed, 08 Jul 2009 07:23:00 +0000

Just noticed a new tab called Google books in my Google account. Available for iPhone apparently too.

Free article on the worrying divide between facebook and myspace

pdervan@gmail.com (Paul.) — Mon, 06 Jul 2009 19:38:00 +0000

Ethnographer and social network guru, danah boyd, has make her recent talk available online. She talks about how Facebook and MySpace are divided by race, class, education, and other factors.

Worth a read here.

Advertising works best when you have a specific challenge.

pdervan@gmail.com (Paul.) — Thu, 02 Jul 2009 06:15:00 +0000

Advertising works best when you have a specific challenge.

While brand 'awareness' as a measure is sometimes legit, it can also be lazy as a strategy. Before deciding that advertising is the answer, spend more time on the question. What exactly is the communication challenge? Try to get beyond "We want more sales". For example, do you want new customers? Or do you want existing customers to buy more of your current product? Or buy something else? Or, as in the Campbell Soup example, do you want them to use more of what they already have? Or use it at a different time?

The 'Got Milk?' campaign is a wonderful example of advertising strategy.

Faced with a steady decline in milk sales over many years, the Californian Milk Processor Board and their agency Goodby, Silverstein & Partners, devised a very insightful campaign, targeting teenagers and young people.

They realised that milk was boring. Everybody knew milk. Making people more aware of milk would hardly drive sales. What could they possibly say that was new or interesting?

Their used this insight - teenagers often have milk with particular food types, such as chocolate brownies, cookies and peanut butter sandwiches.

So, instead of promoting milk itself - they decided to market milk as a necessity for these other very desirable foods. They now had a very specific communication challenge - to remind their audience how delicious this combination of milk and cookies was. Remind them to have milk with their peanut and butter sandwiches. Get them to want a chocolate brownie. And make sure they have milk on hand so they enjoy it more. Above is one of their original series of ads. They went on to make a lot more.

The result? They stopped the decline. Milk consumption in California increased for the first time in over 10 years.

See full case study here and read more about it in Jon Steel's book.

Want to get into marketing? Read everything.

pdervan@gmail.com (Paul.) — Tue, 30 Jun 2009 12:30:00 +0000

Image courtesy of Olivander

This post is aimed at anybody trying to get into a marketing communications career.

When starting out 11 years ago in marketing, I got an initial surprise. I realised that many of the marketers I met didn't seem interested in studying the past. In learning more.

For example, I met people that considered themselves direct marketing professionals - yet had not read the books by John Caples, Claude Hopkins or even David Ogilvy. There were people responsible for online marketing who gave me blank looks when I mentioned Jakob Nielsen. I bet there are people today responsible for email marketing who had never read Permission Marketing, Unleashing the Ideavirus or anything by Seth Godin.

I was surprised but pretty happy. This was a real opportunity for me. So I studied everything I could find.

Direct marketing and online marketing were the areas I was working in. So I started there. I read every book or article I could find by these guys - John Caples, Claude Hopkins, Drayton Bird, Denny Hatch, Bob Stone, Graeme McCorkell, Jay Abraham, Seth Godin, David Ogilvy, Julian L. Simon as well as others somewhat connected to the discipline like Richard Koch and Ries & Trout.

There were obvious links between direct and online marketing. Online was getting bigger, so I decided to upskill myself more. I bought some books on webdesign and usability (Steve Krug, Jakob Nielsen) and taught myself how to build and design websites using the Macromedia products Dreamweaver and Flash. And I started reading Danny Sullivan's newsletters about search engine optimisation.

Later on, I read everything I could find on advertising and brand management, from the likes of Jon Steel and John Grant to Alan Cooper and David A. Aaker.

Third hand knowledge is not a substitute for experience. But even with experience, having knowledge from others will vastly improve your decisions. And if you don't have the experience, and really want to become an expert in an area, start reading everything you can about it.

If you really want to get into marketing communication - start with the authors above. But don't limit yourself to books. Blogs, email newsletters, articles, forums. There is so much information available. Much of it is free. Email me if you want names of other good books.

Have a read of Outliers too - Malcolm Gladwell's explanation on what is required to master any given area.

This really is insightful comms

pdervan@gmail.com (Paul.) — Sun, 28 Jun 2009 10:40:00 +0000

This really is insightful. I'm guilty of the almost-empty milk bottle and last minute laundry.

Found via Adland

Be consistent but evolve - Absolut Vodka

pdervan@gmail.com (Paul.) — Tue, 23 Jun 2009 09:07:00 +0000

Consistency is generally something brands try and maintain in their advertising.

The reason is clear. A consistent look or feel across your advertising will help consumers know it is you quicker. Each ad builds on previous ones and helps build awareness quicker. At less cost. All good. But the danger is everything becomes the same. And you lose cut-through. Yes, they know it is your ad but are bored with it.

Absolut Vodka is an interesting case study of a brand that has been highly consistent - while managing to inject relevance into their advertising.

Absolut break many of the rules most brands work within. For example, unlike most global brands in the 80's and 90's, they never used TV to build their brand. Most brands might use an advertising idea for several years, then move onto another. Absolut have used the same campaign since their very first ad in 1981. And unlike many premium brands, all their advertising is based on product shots - on the bottle.

They are consistent. Very. But they are brave and intelligent enough to break their own brand guidelines rules, while still staying true to the campaign. For example, in the beginning they agreed they would always have two words in their headline. Nice idea but they dropped this, as it was limiting. You'll see many ads with just one word. Another example - in the beginning, their brand colours were black, blue and white. Again, they dropped this later, introducing some vibrant colours like red, blue and yellow.

Seems like small stuff but if you've worked with any large brand, you'll know how serious they are about their brand guidelines. And rightly so. Brands need guidelines to be consistent, to get the awareness and craft the right position and image. But having the courage to break the rules is important.

I'll come back to Absolut in future posts pointing to more examples showing their leadership approach to brand management. There is a good book available with all their ads if you're interested.

I first saw this a few months ago, and was memorized.

pdervan@gmail.com (Paul.) — Fri, 19 Jun 2009 06:20:00 +0000

I first saw this a few months ago, and was memorized.

There is a lot of talk about putting money into digital marketing instead of TV. However, (I think) it was Richard who first pointed out that digital doesn't do 'emotion' very well. Clearly I'm a fan of digital marketing. It has advantages over other advertising media. But I believe its real strength is not actually in advertising e.g. banner display ads. No offence meant lads, you do some of the finest digital advertising I've seen. But digital's strength is in its intimacy and closeness. See my tumbleweeds ramblings for more on this.

This ad demonstrates that, when done right, a TV ad can still invoke an emotive feeling better than any other advertising medium.

I suspect I've watched this about 40 or 50 times. Visually it is just stunning. I love the music track. It is called 'To build a home' by Cinematic Orchestra. It was used in an episode of Grey's Anatomy. Worth listening to it in full here. I downloaded the album after a few listens.

Will this ad sell?

pdervan@gmail.com (Paul.) — Thu, 18 Jun 2009 20:43:00 +0000

Found via AdsoftheWorld

Visually, this looks good. The contrast between the shiny car and everything else would catch a reader's eye. The copy reads "New Megane Coupe. Everything else seems older".

The message is clear-ish - something along the lines that this car is more advanced or at least will look better than other cars in the market. The visual and copy both amplify this message. I can't fault the execution.

But does this sell? I don't have experience marketing cars. Is it ok to just say that the car will stand out? Without giving any reasons why? Or is the strategy to compete on looks alone? And this ad is simply to show off how well the car looks?

And if so, is that good enough?

Orange tv ad

pdervan@gmail.com (Paul.) — Tue, 16 Jun 2009 07:29:00 +0000

I've always liked Orange ads. One of my all-time favourites is the New York Blackout one. This one here isn't bad at all either.

Striking press ad

pdervan@gmail.com (Paul.) — Fri, 12 Jun 2009 20:22:00 +0000

Press ad for a shopping centre in Sao Paulo. The copy - which is too small to read - says "Morumbi Shopping Fashion Mall. For and inspired by the city of Sao Paulo." Visually this stands out. And feels high quality for a fashion mall. Nice job.

Found via here.

Insightful MINI press ad

pdervan@gmail.com (Paul.) — Wed, 10 Jun 2009 20:00:00 +0000

I liked this. Reminds me of when we all sit outside the pub or restaurant even though it is freezing. Found via AdsoftheWorld

What can your phone do? Can it help kids with Autism?

pdervan@gmail.com (Paul.) — Mon, 08 Jun 2009 09:23:00 +0000

Lisa in Irish Autism Action asked me (given my O2 connection) to mention the deal on the Samsung Tocco. Buy one in June and money will be donated to kids with Autism. Nice phone if you're in the market for a new one.

See Lisa's post for all the info.

Women's mini marthon - an exercise in focus

pdervan@gmail.com (Paul.) — Sat, 06 Jun 2009 16:01:00 +0000

Image courtesy of Irish Cancer Society & Daffodil day

Sitting in the shade last weekend, I watched a bit of the Dublin Women's Mini Marathon.

It is an impressive event, with about 40,000 women taking part. No doubt it generates a load of cash for charities. Initially I wondered if it would be more successful if it opened up participation to men also?

The answer is no.

By focusing on women, it gives the event focus. This is not just about running. It is about women getting together for a day out. And getting together beforehand to train. And raising money for good causes. Running is often considered a lonely sport. Not this. It is a very social occasion. Owned by women. It is about solidarity. This makes it much easier for the organisation managing it when it comes to promotion, fundraising, sponsors and the day itself.

I don't actually know their reasons for keeping it just to women, but it feels like a very successful excercise in focus.

Another insight into twitter?

pdervan@gmail.com (Paul.) — Thu, 04 Jun 2009 10:51:00 +0000

If you like some honest, blunt opinions about brands and advertising, and do not yet read The Ad Contrarian blog, do drop over. You'll enjoy.

He posted recently with his observations on twitter.

Such as "Anyone who actually reads all the tweets he gets is completely and utterly insane. I'm convinced that most people follow other people not because they're interested in what they have to say, but in the hope that they, in turn, will be followed."

Sounds controversial. Any twitter users agree?

Explaining twitter status updates

pdervan@gmail.com (Paul.) — Tue, 02 Jun 2009 10:35:00 +0000

Status updates explained from quub.com on Vimeo.

I seem to be posting more about twitter these days. I don't use it myself to be honest. Although I joined and followed Southwest Airlines last year as an experiment to see how a brand that really cares about its customers might use this. And was impressed - see Southwest Airlines is following me. I'm not a big facebook user either. But do find all this stuff interesting.

Found this video at Helge's blog. He makes the point that the twitter updates seem just like the old 'broadcast model'. But of course from an individual, not a tv or radio station.

Impressive online page takeover

pdervan@gmail.com (Paul.) — Fri, 29 May 2009 07:46:00 +0000

This is good. Click here to see it in action. Well worth it folks.

Found it here.

A good press ad should grab your attention.

pdervan@gmail.com (Paul.) — Wed, 27 May 2009 07:34:00 +0000

A good press ad should grab your attention. This one would I think.

The copy reads "It's not acceptable to treat a woman like one". Found via AdsoftheWorld. Reviews of it were not great, but I think this would stop and make me look.

Free coffee if you have an iPhone

pdervan@gmail.com (Paul.) — Mon, 25 May 2009 07:37:00 +0000

I like this.

7-Eleven in Sweden, have developed an app that let iPhone owners get a free coffee and biscotti in their stores. You just plug in your number, get a voucher code and show it to the guy behind the counter. No purchase necessary. It was only valid for one coffee in the month of April. But if you're in Sweden this month - you can get a free ice cream. More here.

Loney Duck produced the app - which also has a store locator.

Found via chroma.

Let a stranger drive you home

pdervan@gmail.com (Paul.) — Sat, 23 May 2009 17:31:00 +0000

Watch this a couple of times. It will grow on you.

Found W+K Portland

Lawrence Lessig makes new book available for free

pdervan@gmail.com (Paul.) — Thu, 21 May 2009 06:15:00 +0000

Author, Lawrence Lessig, has made his book, Remix - Making art and commerce thrive in the hybid cconomy, available to download completely for free under a creative commons licence. Fair play.

Mr Lessig is a smart and very articulate writer. I'm sure this will be good. I've downloaded this but not got stuck into it yet.