Saturday, July 26th, 2008
I take the train to Dhoby Ghaut station most days to work, and there’s this huge (one level high) Magnum ad with Eva Longoria, as well as this large Magnum prop that’s easily two to three times my height.
One day I walked past and in my usual cynical manner with all things traditional, thought to myself “Does this actually work? Is someone going to see this and buy a Magnum from the 7-11 upstairs?”
Then a few days ago my boss purchased a Magnum and I asked “Did you buy that because of the ad at Dhoby Ghaut?” He said no, but then we proceeded to have a conversation after that about the ad and the huge Magnum and how my boss always likes to grab a Magnum.
So did the ad work? It didn’t lead directly to sales but I did remember the ad enough to recall it talk to someone about it, which is more than I can say for most ads. And I remembered it was Magnum and not a Cornetto or something else, compared to the ads for TVs that I can never tell apart. Thinking about why that is, I’ve got a couple of reasons:
1) I pass by the ad almost everyday. Maybe there’s something to be said for repetition after all?
2) The giant Magnum is huge and impossible to miss. On the verge of being remarkable?
If you’ve seen the ad or the huge Magnum, did it make any impact on you?
Tags: advertising, being remarkable, eva longoria magnum ad, outdoor advertising
Posted in Marketing | 13 Comments »
Monday, July 21st, 2008
A couple of weeks ago I was at Ad:Tech and besides meeting some companies who treated us like idiots and some that didn’t, there was a pretty decent talk by three creative directors with their own set of “Five golden rules” in advertising.
The first and the last creative directors gave typical rules like stay true to the brand etc. Very advertising in the ’90s or web1.0. Now one of them gave five points that were much, much more relevant to this day and age:
- Understand your consumer
- Own an issue, stand for something
- Spark & manage a conversation
- Involve your audience
- Aim for impact
Alright understand your consumer and aim for impact are normal, but while the other two were talking about transmitting one-way messages, at least he mentioned “conversation” and involving the audience.
If you’re paying hundreds of thousands of dollars to an agency to do your advertising, wouldn’t you rather it be an interactive, engaging effort instead of one of 2 million “impressions” that registered in their peripheral vision for all of two seconds? Because if you’re still engaged in the transmit model (i.e one way monologue) as opposed to conversation and two way dialogue, it seems like a waste of time. Especially if your demo is Gen Y.
Tags: ad:tech, advertising, advertising advice, conversation marketing, creative directors, engaging your audience, five golden rules, gen y demographic, one way monologue, reaching out to gen y, Singapore, transmitting messages, two way dialogue
Posted in Gen Y, Marketing, mainstream media | 4 Comments »
Saturday, February 2nd, 2008
Jaffe Juice #102 was released with perfect timing, on a day that I had lots of driving around to do. The beginning, a Scrabulous introduction is hilarious and well worth listening to, though of course, not the only thing you should listen to.
Early in the podcast, there’s a conversation about whether you would prefer 10 good relationships or 5 million impressions. Just one person in a room full of professionals voted for 10 good relationships. Perhaps some reason can be attributed to the fact that the numbers really are very far apart, and I suppose even for someone who wants to go down the relationship path, it might be hard explaining why you’d want to spend so much money on 10 relationships vs 5 million impressions, especially to a boss who’s well stuck in old marketing.
That said, I’m actually pretty curious about what number it would have to be before people start agreeing with 10 relationships. 3 million? 1 million? I was thinking to myself the other day that I wish I had done my Advertising module later, because I know so much more about new media and new marketing now than I did 4 months ago, and I have no doubt the new ways can be equally if not more effective. However, I’m reminded that unfortunately, the client and to some extent the professor, still graded very much on old marketing, which is sad.
What could be a worse situation than having the knowledge of how to make things better, but have people around you who don’t realise or recognise it?
Tags: advertising, impressions, jaffe juice, Marketing, new marketing, new media, old marketing, Podcasts, relationships, scrabulous, social media
Posted in Marketing, Podcasts, social media | 5 Comments »
Monday, January 21st, 2008
As reported by Advertising Age, advertisers and marketers are beginning to turn to podcasts for places to sell (or at least create a presence) for their products.
I think that’s pretty interesting for people thinking about doing their own podcasts (I keep thinking about Scooter groups on WetPaint). After all, even the people who do Mugglecast are getting money and stuff (I say stuff because it ranges from Subway coupons to other things).
I guess the biggest draw here is not so much the amount of reach, but who you’re reaching. Harry Potter merchandisers could easily tap into Mugglecast, Pottercast and the others out there, and of course, Scooter wheel retailers could target Scooter groups. Better ways to spend marketing dollars, no?
Tags: advertising, Marketing, mugglecast, podcasting
Posted in Marketing, social media | No Comments »
