Posts Tagged ‘advertising’

The 31st Second

Saturday, Nov 29 2008

So you’ve developed a great TV spot for your brand. It’s entertaining, attention-getting, and delivers the message that you want people to remember about your company or product. Or maybe you’ve created a campaign of print ads, beautifully crafted to summarize your primary point of differentiation. But now what? Is that all there is?

There is an old rule of marketing that says people need to be aware before they consider, and consider before they buy. Television and print are great tools for generating awareness. But for many consumers to really consider a product today, they need the richness of information that can’t be delivered in30 seconds or in a few printed lines. Such encounters with a brand are fleeting. To really engage and begin to form a relationship with consumers – to give them the tools that they needs to consider your brand – a greater depth of information and interaction is required.

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The Tip Of The Spear

Friday, Sep 5 2008

http://remade.files.wordpress.com/2007/11/spear-logo.jpg

Mark Hass, CEO of Publicis’ Manning Selvage & Lee, recently stated the following in the July 28, 2008 Advertising Age article $80 Billion? Online Display Market Is Being Overhyped:

Advertising ought to be designed to support the social-media program, because the tip of the marketing spear ought to be the consumer-generated media piece. Let’s see where consumers take the product and brand, and shape advertising and the rest of the marketing opportunities around that.”

The hypothetical example he provides in the article is “how Febreze might target college students by handing out samples on move-in day. Soon it becomes a subject of conversation within a social network of that community (and if it doesn’t, a brand can suggest it become one, asking students what they’re going to do to make their rooms smell better when their parents come to town).”

While we haven’t been as bold as Mr. Hass, we too at Brunner Digital espouse to our clients that they should be engaging social-media and utilizing it to help mold their advertising campaigns. As our own Creative Director, Ernie Mosteller, wrote in his last post about effective websites, we know it is about content. Content that is compelling to consumers. Content consumers will keep and that they will share. Discover what consumers are doing with your brand on Facebook, MySpace and relevant blogs. Update your site with the brand engagement trends you see in these social-media. You already know it will be attention-grabbing because consumers are creating and sharing it on their own.

The same standard can be applied to 360° advertising campaigns. Given digital dynamic printing and digital production, your direct marketing and broadcast should be able to morph as quickly as your website.

For this to happen, advertisers need to seriously reflect about themselves and their brands. Consumers now expect more-engaging forms of content in every brand marketing communication. If social-media isn’t the tip of your marketing spear, it should at least be a plane of the blade.

Vacation, Billboards and Website Optimization

Wednesday, Jul 30 2008

I just returned to the office today from vacation. Every year since 2003, my family has vacationed in Emerald Isle, NC, an Outer Banks beach community. And each of these summers we travel the same rural Carolina route for the last 80 miles or so to get to the beach, Route 58. All along this rural road are large, and I mean Times Square big, billboards. Not old wooden, Mail Pouch tobacco types either, but rather modern, illuminated, supported by steel cylinders billboards. These things were built to survive hurricanes. Why do these billboards stay in my mind as opposed to the numerous billboards I viewed during the greater part of my drive via Interstate 95? Because they were blank. Yes, blank.

Blank Billboard

Billboard on Route 58.

The Bogue Bank is a twenty-mile islet accessible on both ends by bridges. Atlantic Beach is the eastern most community and is accessed by US Route 70. Emerald Isle is the western most community and is best entered by Route 58. Whoa, whoa, whoa . . . if the best access to Emerald Isle is by traveling Route 58, then why are those billboards blank? Good question. Route 58 and US Route 70 are connected by Carolina Route 24, previously a rural route upgraded within the last 5 to 10 years to a four-lane parkway. Route 24 follows the mainland coast between US Route 70 and Route 58. Even though it is longer both in miles and in time, it seems the majority of drivers are utilizing the 70 to 24 to 58 option rather than traveling on 58 when visiting Emerald Isle. The outdoor advertising executive who forecasted that Route 58 would by the primary gateway to Emerald Isle is probably no longer an outdoor ad exec.

What does all of this have to do with digital marketing? In my mind, a great deal. Foremost, unlike the famous line in Field of Dreams, if you build it, they might not necessarily come. Those billboards on Route 58 are like many, many brand websites that are erected with significant investment and then no efforts are made to ensure and increase traffic. That outdoor ad exec should have optimized Route 58 just like CMOs should devote resources for search engine optimization (SEO). He should have monitored what Emerald Isle realtors and tourism professionals where providing as the preferred route to Emerald Isle and then lobbied for his route. This is similar to competent digital marketers utilizing Google Alerts, Nielsen BuzzMetrics, and/or TNS/Cymfony to monitor their competitive brand landscapes on the Internet and then creating action plans for their brands to be present in relevant areas of the Internet based on the results. Finally, the outdoor ad exec should have advertised on both Interstate 95 and US Route 70 that Route 58 is the preferred road to Emerald Isle. Heck, he owns that outdoor space too. Even in 2008, we engage clients that are not taking advantage of their broadcast, print, outdoor and other advertising forms to promote their web presence, a marketing medium we know is more engaging and achieves a higher ROI than all others when executed properly.

While your website/s might not go blank like those billboards along Route 58, financial and human resources dedicated to maintaining and upgrading your site/s might decrease if you can’t generate traffic. Monitor, optimize and advertise. Sufficiently monitor your brand on the Internet so you know where to play. Optimize your website/s so people can find you. And leverage your other advertising mediums to promote your site. And oh yeah, if you’re looking for a great beach vacation along the eastern seaboard, try Emerald Isle.

My New Favorite Online Ads - Part 2

Saturday, Apr 12 2008

In an earlier post, I sang the praises of the advertising model offered by Pandora.com. Another site that is taking an innovative approach to advertising within broadcast media content online is ABC.com.

As television networks continue to make more programming available on the web, they have taken different approaches to incorporating advertising into their online program streams. Most of the networks have basically created a video stream that mirrors their on-air model. They play a portion of the program, then switch to a 30-second advertiser’s spot, then continue on with the program.

But ABC.com has taken a different tact. Within ABC’s online video player, advertisers have the option to load in a branded web page or even a microsite during the commercial breaks. This branded page is completely under the control of the advertiser, allowing the brand to include a variety of content - video and audio streams, flash product demos, user polls, online games - whatever the brand want to provide. A countdown timer keeps viewers on the advertisers page for the length of a standard TV spot, and after that the user actually needs to click to continue with the program - it doesn’t just start again. This model is really forward thinking for a television network because of all that it offers both the advertiser and the viewer:

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My New Favorite Online Ads - Part 1

Thursday, Nov 15 2007

I’m not always a big fan of online banner advertising. They certainly have their place in the mix. But display banners often try to entice people to stop doing what they are doing on the page (reading content, checking email, interacting with other users, etc.) and click through to an advertiser’s web site. And depending on the audience trying to do anything more invasive, like over-the-page ads, can be found to actually annoy and frustrate users. That’s not really what advertisers should be setting out to do. We need to strive to be more innovative and relevant.

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