Posts Tagged ‘Advertising’

Should you invest in TV, radio, billboards and other media where you can’t measure whether your ad works? Is an ad in New York magazine worth 1,000 times as much as a text link on Google? If you’re doing the comparison directly, that’s how much extra you’re paying if you’re only measuring direct web visits…

One school of thought is to measure everything. If you can’t measure it, don’t do it. This is the direct marketer method and there’s no doubt it can work.

There’s another thought, though: Most businesses (including your competitors) are afraid of big investments in unmeasurable media. Therefore, if you have the resources and the guts, it’s a home run waiting to be hit.

Ralph Lauren is a billion dollar brand. Totally unmeasurable. So are Revlon, LVMH, Donald Trump, Andersen Windows, Lady Gaga and hundreds of other mass market brands.

There are two things you should never do:

  1. Try to measure unmeasurable media and use that to make decisions. You’ll get it wrong. Sure, some sophisticated marketers get good hints from their measurements, but it’s still an art, not a science.
  2. Compromise on your investment. Small investments in unmeasurable media almost always fail. Go big or stay home.

And if you’re selling unmeasurable media? Don’t try to sell to people who are obsessed with measuring. You’ll waste your time and annoy the prospect at the same time.

The airport in Minneapolis is expensive and reasonably thoughtful in its design.

But the signs are monochromatic. As a result, the tired traveler wanders in circles, looking for her destination. Imagine how much easier it would be to find out where you were going if every sign with the word TAXI on it had it in yellow instead of white. Once you knew the color of where you were going, you’d just naturally scan for it.

Google and our text-based low-res online world seems to argue against color as a signal, but it’s extraordinarily powerful. You don’t need to make a big deal of of it, subtle is enough. Make the button you want pressed green on every page. Soon, your users will naturally gravitate to green buttons…

This works in Powerpoint presentations and even contracts. A little goes a long way. [via Seth Godin]

Hello marketers. Look at your marketing. Now at this Old Spice campaign. Now back at your marketing. Now back again. Sadly, your marketing isn’t the Old Spice campaign. And guess what? Even if we want to switch to the Old Spice campaign strategy, few of us will ever have the resources for that kind of effort.

Certainly the sheer avalanche of digital bits spilled over this campaign must have the folks at Wieden + Kennedy (the agency responsible) bursting with pride. And why shouldn’t they? By all accounts, this is a breakthrough campaign. The first ad — “The Man Your Man Could Smell Like,” launched online and bolstered by a television campaign — garnered more than 2 million online views in its first two weeks. By the end of spring it had approximately 11 million views and now stands at 18 million. [read]

When Gerald Roush died in late May, he left behind the Ferrari Market Letter. This newsletter, which he started and ran, had nearly 5,000 subscribers, paying him $130 a year for a subscription. Do the math! It’s a good living–even without a fancy website.

The newsletter, it appears, was not just lucrative, it was a bargain. It chronicled the pricing, whereabouts and details of just about every Ferrari ever made. If you were a buyer or a seller, you subscribed. If you wanted to run an ad, you were required to include the car’s VIN, which added to Roush’s voluminous database. [read]

Today, all marketers in their role as brand stewards are considering the best ways to leverage the social media activity of consumers in order to drive business growth. Where once conferences and trade shows were the dominant venue for intellectual exchanges, marketers now also rely on social media to discuss social media. As a result, digital marketing professionals are creating, sharing, and exchanging information that reveals both successful, and failed, strategies and tactics.

Because social media is now the chosen medium of expression, we are presented with the opportunity to listen more closely than ever before. To take advantage of this, we’re using my company’s analytical listening platform, SocialSense, to scour the web for expert discussions and determine what impact they’re having on the future of digital marketing. [read]

A reversal of roles? Perhaps. While some marketers and brands hem and haw about consumer privacy online, in a sign of the times, women are overwhelming telling brands not to waste their ad dollars. Women understand and appreciate targeted ads that pertain to their busy lifestyle, and they seek smart brands and smart ads that can personalize, target, and tailor to make their life easier, their trip to Target cheaper, and their visit to the grocery store smoother.

As women overtake men online and on Facebook (women comprise 56 percent of Facebook’s audience), mass approaches and stale assumptions have become flimsy and obvious. Below are seven game-changing insights about what women want online, garnered from a proprietary study of more than 1,800 women. [read]

It’s common to hear stories about marketing or recruiting departments using social media. But what about CEOs? Could having the ‘top dog’ of your organization engaged in social media be an asset to other corporate efforts?

Our case studies outlined below show that having your CEO visible on social media can bring tangible results to your bottom line.

Carmen Magar, CEO of Chocri, a make-your-own chocolate bar company, says the exposure makes a difference. “While the competition can see everything (e.g. when customers suggest a new topping) and some of them seem compelled to copy my blog posts nearly word for word, it’s worth it because authenticity rules.” [read]