Picking your battles carefully
For years, PETA (people for the ethical treatment of animals) has done a noble job of focusing its efforts on animal rights issues in farming, ranching and the entertainment industry. But in this recent publicity stunt, they’ve chosen to jump the shark.
In a recent Yahoo! news article, PETA is condemning Wimbledon for “cruel and illegal behaviour” for shooting pigeons who were dive-bombing and defecating around the courts during play.
Now, I understand the need to protect animals that are being abused or eradicated to the point of extinction. But since when does shooting a few pesky pigeons that have infiltrated a private sporting event become “unethical?
What’s next? Filing lawsuits against airports that terminate geese that make runways their homes? Protesting against Florida golf courses that kill gators who wander on the fairways? Picketing my neighbor who evicted a family of raccoons from her attic?
It seems that PETA vice-president Bruce Friedrich thinks that any PR is good PR. But turning a few pigeon deaths into a public crusade does little to encourage the average Joe to taking PETA seriously. If PETA wants to engage the media in an important discussion on animal rights, they must be careful not to cry wolf too often.
Technorati Tags: animal rights, Wimbledon, PETA, Bruce Friedrich
Off Road Vehicles = Off Road Advertising
“Off road” vehicles take this outdoor rugged message to their most recent ad campaigns.
The following two ads are from Mercedes Benz. The G-Class line of vehicles stands for perfect performance in every vehicle; therefore the company used rocks and sand in their most recent ad campaign to get this message across to consumers.
What do you think of the ads? Do they get the message across?
Have you seen any other brands that have used this advertising technique? I think there are many other brands out there that could take advantage of this technique of advertising. You?
Vonage Schmonage…
Memorable campaigns mean nothing, just ask Vonage. Everyone can recall their national TV campaigns. Memorable, yes. Compelling, no. Why Vonage Schmonage? Because in their recent ad they can only lay claim to 2 million subscribers?!? It is an impressive amount by itself but not in relative terms. There are well over 100+ million households! And over 50% have the broadband access needed to use Vonage. A ~4% market share is surprising given the ‘inherent superiority’ of their product. Are consumers really just that adverse to the unknown? Probably. Could Vonage have ‘dumbed down’ their message to simply explain their product to the masses better? I think so especially when their primary target is most likely Baby Boomers who still have (and use) a landline. Instead of using the advertising methods reminiscent of the Dot-coms of yesteryear, the classic approach of introducing a new product to the masses probably would have worked best. How about they actually let us hear the product in use? Is there static? How about showing just how easy it is to install? What will the device look like in my home? Can kids use it? Can Grandma use it? (Note: you can’t expect everyone to go to your website to look for it either.) Vonage, I’ll leave you with an old Chinese proverb: “Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.”
Technorati Tags: Vonage
Mamma Mia is Hitting the Theaters
With Unilever leading the marketing trail!
Pond’s is partnering with Universal Studios in an extensive marketing campaign to promote its Clean Sweep makeup removal towelettes in conjunction with the launch of Mamma Mia in movie theaters. Although the brand will not actually be integrated into the film, Pond’s is linking with every other aspect of the movie’s marketing.
AdAge explains, “The effort includes an online contest to vote for the next top singing Dynamo and a sweepstakes for a trip to the film’s London premiere. The company is also touting Ms. Baranski, the film’s 56-year-old co-star, as the ideal Pond’s woman with a career thriving well past her 40s.”
Check out the contests here!
Why partner with this movie? The same target! Both Pond’s and the movie are primarily targeting an audience is 40 something, sexy, sassy, confident women.
Will this marketing tactic be effective for Pond’s?
Do you think marketing with Mamma Mia will be beneficial even without any product integration in the movie?
Source: AdAge
Yogurt, Official Food for Women!
Majoring in Advertising for the last two years has taught me many things about the industry. I have learned about copywriting, logo development, and the value of team work. One important lesson I have yet to learn is how to target certain groups. Thanks to infoMANIA of CurrentTV, I now know how to penetrate the largest spending group of them all, women. (Gray sweat shirts, a diet reference and of course, weddings) Check out this educational video here.
The Billboard is Watching You
Technology developed after 9/11 is finding its way into the advertising world. Small cameras were developed for placement at security checkpoints to scan faces and collect the information and compare against most wanted databases. The quality of the images didn’t quite cut it for identification purposes so a new application has now been discovered. These video cameras are finding new life in outdoor advertising. They are being used to capture the faces of people who turn to pay attention to the advertisement.
The idea is that the information will be used to better target audiences based on information collected. As marketers are trying to gather as much information on their audiences as possible, this is an interesting new approach that is trying to work with an old medium.
It’s an interesting idea but it’s also a little creepy. It makes me think of the one hit wonder from Rockwell, “I always feel like, somebody’s watching me…”
Compliments of endgaget.
Market Yourself - 3 Outrageously Creative Business Cards
We see crazy and creative ads and marketing everyday, everywhere you turn and for every product you can think of.
So why not use these same techniques to market yourself?
Check out the following three very creative business cards:
1 - The Asthma Specialist’s Business Card
This asthma and lung specialist actually distributed balloons with all of their information as opposed to business cards.
You can only read the message when the balloon is fully blown up. What a great way to get a healthy lung message across.
Source: Creative Bits
2 -The Architect’s Business Card
What better to show your skills as an architect then to distribute Lego like building blocks with all of your information in place of business cards?
Source: Ads of the World
3 - The Swim Instructor’s Business Card
This one of course needs protection from the water! So to add to the relatively simple business card they wrapped in protective plastic covering.
Source: Ads of the World
What do you think? What do your business cards look like? Is this effective marketing of an employee and their job?
What other careers would make for very creative business cards?
If companies keep this up, can you imagine what shape your Rolodex will have to take?!
Philly’s Derrie-Air
Two of Philadelphia’s news publications recently drew ire for publishing false ads for fictional airline, Derrie-Air. The Philadelphia Inquirer and Philadelphia Daily News placed false ads in their newspapers complete with a fictional website, FlyDerrie-Air.com. The tongue-in-cheek campaign, meant to test the reach of the pubs in print and online, describe a new way to fly. (They recorded a click-through rate of 1.25% compared to average of 0.5%) Derrie-Air determines your ticket price based upon your weight. Of course, given the recent pricing moves by domestic airlines consumers would flock to the these ads due to curiosity or sincere interest. Ethicists decry the campaign but I think it ingenious. I think the campaign’s message is attention-getting and hilarious. It is a perfect capitalization on current trends. It is a great attempt to highlight the remaining usefulness of newsprint publications. Take a look for yourself. 
The Clinton Brand: Where Does It Go From Here?
In the world of political marketing, the Clinton brand has a storied past and now, an uncertain future. We witnessed the meteoric rise of Bill to the presidency with his amiable charm and distinctive thumb tuck assuring the heart of every American. He has been credited with leading the nation, and the free world, for eight years through a recession to prosperity and from atrocious genocide to peace. The Clinton brand possessed the characteristics of diplomatic, likable, believable, and charming. Applying the Clinton brand made fundraising no chore and assured large crowds of fans. And of course, as with all brands, it encountered turbulent times. The Lewinsky Effect placed a tarnish on the first two-term Democratic president since Harry S. Truman. The characteristics of shame, infidelity, dishonesty, and imperfection were added to the list. The decline of the brand attributed to the defeat of the ‘king’s’ successor. A turnaround was needed. The brand was whipped and beaten. A resurrection was needed. In comes the second part of the brand, Hillary, launching herself on the national scene. In comes Bill working on international issues in concert with his predecessor. The brand reclaims some of its former glory. Skip a few years and Hillary sets out to use the Clinton brand as a kingmaker. She was unstoppable. Inevitable. Unfazed by the new entrants to the market. Unaware of the loss of brand equity. Unaware of the rising brand equity of Obama. She fights back. She fights, as some would consider, dirty, negative. She tarnishes the brand again. Bill fights back. He has a few Freudian slips. He tarnishes the brand. But where does the Clinton brand go from here? The brand equity is deflated…for now. The brand supporters are moving on. Can we expect to see the Clinton brand in the national spotlight again? What actions will the Clintons take to reclaim their brand? What will be the new defining characteristics of the brand? Marketers, grab a pad and pencil. Take note. Learn how to re-invent your brand by watching the next steps of Billary.
Is Difficult Really Worth Doing, Honda?
Following up on the post from Luis last week, I saw the Honda spot called Jump that was produced by Wieden + Kennedy. It’s a neat spot, great camera work and music with a little fancy sky diving action. But does it sell cars? They highlight two features in the spot that receive a skydiving visual but that’s it. It doesn’t communicate the features relevant to me in the car and it doesn’t motivate me to want to go test drive an Accord. I don’t see how it supports the Honda brand.
I get the feeling that this spot was produced because it was a really cool creative idea and Honda has a huge budget. It may be part of a bigger campaign that I’m missing but unless you get a free skydiving lesson with the purchase of a new Accord, it proves the disconnect between consumers and the 30 second spot. What do you think? Great approach, I’m going to test drive and Accord or are you reminded why you don’t jump out of airplanes?
KINKOS and the Dodo Bird
The Kinkos brand will be going the way of the Dodo Bird. FedEx announced that they will be putting the Kinkos brand to rest and renaming their stores FedEx Office. Over the past four years, FedEx has been working to merge the Kinkos business unit into the fold and the time has come to put the Kinkos brand to rest.
Kinkos will be retired in a more graceful fashion than brands such as Cingular when it was tossed out by AT&T. With the mergers and acquisitions happening on a regular basis, I think this was an appropriate approach by FedEx to take their time working through the merger and then retiring the brand appropriately. We’ll have to watch how Verizon handles Alltel if that union comes to fruition.
Compliments to Kevin Dugan of Strategic Public Relations and his thoughts on the brand merger approach.
Absolut-ly Good Advertising
As all of you Vodka drinkers know, Absolut has a number of varieties in the Vodka they sell; the varieties range from special packaging to limited edition bottles to unique and one of a kind flavors.
So what is the latest and great in Absolut products? Trendhunter describes that Absolut is “looking for people who are proud of who they are. This targets are huge demographic, most of which have a high standard of living and are ready to spend a lot of money if they feel it’s important to make a strong statement.”
What is this strong statement? 311,000 Absolut Color bottles.
These multi colored bottles began hitting shelves at the end of May, ensuring anyone who wants to “celebrate the rainbow flag and the LBGT movement” can!
“Over the last 25 years, ABSOLUT has invested more than $20 million into the LGBT community, with some of those marketing dollars supporting LGBT organizations and events such as the GLAAD Media Awards, the 25th anniversary of the rainbow flag and the Gay Games. ABSOLUT also has supported various gay and lesbian community centers, film festivals and pride parades,” describes an article on Brand News.
The line of products called: Absolut Colors Cocktail Collection, proudly display purple, blue, green, yellow, orange and red, and these colors represent:spirit, serenity, nature, sunlight, healing and life.
It is predicted that consumers of the Absolut Colors product line will be confident and be comfortable with themselves and their individuality as well as with the diversity of others. The goals of Absolut in this line are the promotion of personal pride, gaining the loyalty of consumers and the continuation of showing Absolut’s dedication to creativity.
What do you think of the new line of Absolut? Will you purchase one of these bottles? Does this follow along with what you expect out of the Absolut brand?
Sources: Trendhunter and BrandNews
Three Characteristics of a Good Loyalty Program
It’s easy to use. If I have to stand on one leg, bark like a dog, salute the sun, and remember when I can use my points it’s not worth the hassle.
The reward warrants my loyalty. A free hotel room is a reward; a mug is not (unless you sell coffee and the mug comes with free refills…).
Fitness and…chocolate?
In France, the chocolatier, Jean-Paul Hévin, launched the first chocolate bars without any sugar. And if he wasn’t spectacular enough for launching the idea of sugar free, he has also created a line that now comes in the most creative of shapes.
And maybe is even good for you?!
These new abdominal muscle shaped bars come in three kinds:
-“Pecs” bars,
-Shelf “Muscle”, and
-“Fitness” without sugar.
On Hévin’s official site, they describe the chocolate as powerful, manly, and intense.
The website also describes the product as “Effortless bars do exist ! With the “abdominal bars”, enjoy a crisp dream body… ! And indulge shamelessly in “Fitness”, Jean-Paul Hévin’s new sugar-free bar.”
What do you think of this interesting line of chocolates? What do you think the purpose is? Reaching out to men? Targeting those who are health and fitness conscious?
Source: Jean-Paul Hévin
Sort It Out - Interactive McDonald’s Ad
In Sweden, these everyday outdoor posters were turned into interactive posters to allow users to “sort their head out.” The purpose of the campaign was to promote coffee drinking and the sale of coffee from McDonald’s for only one euro.
What do you think of interactive media campaigns? Are they effective? Does this campaign get the McDonald’s coffee message across?
Source: Ads of the World
Ad Spending
Adweek recently posted the break down of ad spending by sector, both globally and domestically. THe reported numbers were as follows:
Global Ad Spending by Sector
Sector
Automotive:$24,990,146,411
Healthcare: $24,245,602,352
Media & Publishing: $22,193,086,684
Cosmetics & Toiletries: $19,758,689,593
Entertainment: $17,546,305,323
Source: Nielsen Global AdView
Domestic Ad Spending By Sector
Product Category (Jan 2007-Sep 2007)
Automotive: $8,491,486,605 (percent change = -13.54)
Pharmaceutical: $3,854,004,087 (percent change = 2.63)
Local Dealerships: $3,426,305,470 (percent change = -5.59)
Restaurant-Quick Svc: $2,922,322,999 (percent change = -6.4)
Motion Picture: $2,662,662,125 (percent change = -1.32)
Source: Nielsen Monitor-Plus
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Overall it is easy to see the decrease in advertising spending that has taken place over the last year and it is no surprise to see that local dealerships and automotive advertising spending have decreased as a whole.
What do you contribute the increase in pharmaceutical spending to?
What do you think of the amount of money that is spent on advertising? Is it effective?
Source: Adweek
Oprah - the Ultimate Brand Queen
Oprah has been in the news recently (not that she isn’t always in the news for something) for a decline in her viewers. “They (whoever they is)” say that she has alienated some of her viewers with some of her actions, like supporting Obama for president. Putting all of that aside, you cannot deny that Oprah is the ultimate brand queen. Think about it.
Oprah started off as a talk show host. She had a daily talk show like many that have come before who and many that came after her. While most comparable talk shows have ended, Oprah lives on. And not only does her show live on, but she has taken it up a notch. Oprah has extended her empire to include the Oprah Book Club, O Magazine. O Home Magazine, Oprah After the Show, a slew of Oprah products that are sold in the Oprah online store and it just goes on from there.
Not only has Oprah branded herself and created a booming line of Oprah businesses, but she has also helped other companies to prosper. With the mere mention of your product or service on the Oprah show or being included in Oprah’s favorite things show, your product, service and/or company suddenly enjoys its 15 minutes of fame. If that isn’t a branding queen at her best then I do not know what is.
Trend Watch: Sex and the City - Get Carried Away
Courtesy of an advanced screening of the highly anticipated movie, Sex and the City: Get Carried Away, I bring you this trend watch.
This summer’s sure-to-be BLOCKBUSTER hit does not disappoint. For Sex and the City fans, it is a must see.
Not only does the storyline pick-up right where the HBO series left off and all loose ends thoroughly addressed, but to the glee of this marketer, the product placement is SEAMLESSLY infused into the plot of the flick.
Sex and the City has always been known to drive trends, whether it’s the spike in the sale of Jimmy Choo’s, Manolo Blahnik’s or Cosmopolitans, Carrie, Miranda, Samantha and Charlotte made it OK to be single and fabulous in the Big City.
Now as you all know, with the advent of TiVo and DVRs, marketers and advertisers have begun to rely heavily on the use of product placement in both television shows and on the Silver Screen.
At times, this branding can be so overt and obvious that it distracts from the performance… really, how many times can the videographer zoom-in on a Ford emblem without it becoming blatant?
Though there were several products endorsed by the film: SKYY Vodka, Louis Vitton, Starbucks, the New York Public Library, VOGUE, Vera Wang, and Apple just to name a few, the placements were done so tactfully.
Many might dare to imply that the movie has too much product placement, but be honest with yourself, if your life was a movie, what brands would you be endorsing? Got an iPod? Drive a nice Altima? Gym membership to LA Fitness? Drink a Coke, lately? Our daily lives are FILLED with product endorsements.
The placement in this movie is true to life. This summer’s fashion trends will be dictated by this movie and I look forward to it. It’s time we step-up our fashion game.
BTW, if you’re using the services of Bag Borrow or Steal, your little secret’s out of the bag.
GO SEE THIS MOVIE!
Bubble Wrap in Marketing
Shiatsu is a relaxing massage technique that translates into “finger pressure”. This advertising campaign incorporates the massage mechanism into these outdoor posters by using two sheets of bubble wrap underneath the poster.
The viewer is encouraged by the poster to “press to relax”, is surprised with a tiny explosion caused by his/her finger pressure on the hidden plastic bubble. The effect is an added depth of active involvement and audio effect that illustrates the benefits and efficiency of the shiatsu massage, according to Trendhunter.
Who else has used bubble warp in their advertising?
Nivea. In their “good bye cellulite” campaign.
What do you think of the use of alternative materials in marketing? Are these ads that use bubble wrap effective?
Source: Trendhunter
Out of the Mouths of Babes
My 5-year old daughter tells me that she had a picnic with the neighbor girls yesterday and that they snacked on “milk’s favorite cookie“.
A Comcast technician came to our house about a month ago to fix our wiring. At one point during this time, my daughter heads upstairs, telling me: “I just told the Comcastic guy that I’m going to play in my room now”.
We had to return something to Staples several weeks ago. My daughter took the opportunity to ask an employee: “Where are you ‘That was easy’ buttons?”
About a year ago, when my daughter was just beginning to read, we passed a strip mall on our way home from her preschool. From the back seat, I hear her exclaim: “T-Mobile. Stick together!”
Yep - there it was. A T-Mobile store was right there, among several other retailers.
Hmmmmm…. I can’t say that I or any other adult I know can recite these product tag lines so easily. But one thing’s for sure… the kids are definitely paying attention to advertising!
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