Quite fascinating indeed. Take a product like Windows 7, which buzz tells us is hard to install and not worth the money. What to do? Partner with Burger King in Japan? Yes, they did it and they did it well.
I always like to share these stories because they provide us with inspiration -- no matter how weird it sounds, it just may work.
Microsoft--in efforts to publicize the release of Windows 7--teamed up with Burger King's Japanese unit to sell a seven-patty hamburger at the burger chain's outlets in Japan. Weird right? It was a major success: It was first going to be a 7 (get it?) day promotion and they extended the offer because the Windows 7 Whopper sold out each day at all15 Burger King outlets for $8.60 each. After that, the price is $16! For a Microsoft Burger. Genius.
Social Marketing worked without Microsoft having to lift a finger: YouTube videos customers posted trying to get their mouths around the 2120 calorie burger were posted immediately.
Not only did the campaign serve Microsoft, but Burger King raised profits and they got great publicity. That equals a great campaign. Now, how to get one from Japan?
Thursday, November 12, 2009
Tuesday, November 3, 2009
Inspiration from Hulu: Money Well Spent on Advertising
Am inspired by an article I read in Fast Company this morning regarding Hulu.com, the main representative of what is considered "Web TV" today.
Lessons that can be learned from their strategies to give more value to companies advertising on their site:
1. Let viewers control part of the ad experience: Viewers can choose which commercials to watch--from BlackBerry to Fancy Feast cat food. Even better for viewers, they can choose between one glob of ads before a movie or several segments that are shorter.
2. Viewers can vote with a thumbs-up or thumbs-down on each ad. THIS IS THE GENIUS PART. Viewers get satisfaction of providing feedback and lets Hulu customize their ads from that feedback. Moreover, as we can all argue about advertising, how to gauge it, etc.--we do all know that it works. With viewer feedback, advertisers can truly know if they are going in the right direction with their ad campaign or not. Businesses value ANY kind of feedback (hence the popularity of Twitter), even the bad so they can change course and stop wasting money on something that doesn't entice viewers.
3. Users of Hulu supply demographic information--all of this enables advertisers to achieve far more precise targeting than our regular 'ole TV provides. I must include my friends that love Hulu as a lot of them are in the creative industry and use Hulu to pass time while huge files are uploading, etc. "I have a big belief that if you don't have children under the age of 2, you don't need to see a Pampers commercial," Kilar of Hulu says. "That's not money well spent for an advertiser."
4. Example: In launching their new search engine Bing, Microsoft ran a "Bing-a-thon" which in a nutshell was a 72-minute telethon parody that was truly funny and featured actors from SNL. Every Hulu ad that day was a Bing-a-thon clip, and the infomercial was the day's 4th most watched program. An ad being a top program? Get out! THE GENIUS OF THIS: Viewers could do a Bing search within the Hulu screen and tell friends about it. There is no other platform within TV that allows you to do that right now. And, viewers tuned in for approximately 30 minutes--the equivalent of nearly 60 30-second spots.
While Hulu needs to grow it's advertising dollars to make money, as they offer a free service, I think they are on the right track. Anything from here can only be better. They are truly tuned in and I admire their strategy.
We can all learn from this, and apply it to our own advertising dollars spent.
Lessons that can be learned from their strategies to give more value to companies advertising on their site:
1. Let viewers control part of the ad experience: Viewers can choose which commercials to watch--from BlackBerry to Fancy Feast cat food. Even better for viewers, they can choose between one glob of ads before a movie or several segments that are shorter.
2. Viewers can vote with a thumbs-up or thumbs-down on each ad. THIS IS THE GENIUS PART. Viewers get satisfaction of providing feedback and lets Hulu customize their ads from that feedback. Moreover, as we can all argue about advertising, how to gauge it, etc.--we do all know that it works. With viewer feedback, advertisers can truly know if they are going in the right direction with their ad campaign or not. Businesses value ANY kind of feedback (hence the popularity of Twitter), even the bad so they can change course and stop wasting money on something that doesn't entice viewers.
3. Users of Hulu supply demographic information--all of this enables advertisers to achieve far more precise targeting than our regular 'ole TV provides. I must include my friends that love Hulu as a lot of them are in the creative industry and use Hulu to pass time while huge files are uploading, etc. "I have a big belief that if you don't have children under the age of 2, you don't need to see a Pampers commercial," Kilar of Hulu says. "That's not money well spent for an advertiser."
4. Example: In launching their new search engine Bing, Microsoft ran a "Bing-a-thon" which in a nutshell was a 72-minute telethon parody that was truly funny and featured actors from SNL. Every Hulu ad that day was a Bing-a-thon clip, and the infomercial was the day's 4th most watched program. An ad being a top program? Get out! THE GENIUS OF THIS: Viewers could do a Bing search within the Hulu screen and tell friends about it. There is no other platform within TV that allows you to do that right now. And, viewers tuned in for approximately 30 minutes--the equivalent of nearly 60 30-second spots.
While Hulu needs to grow it's advertising dollars to make money, as they offer a free service, I think they are on the right track. Anything from here can only be better. They are truly tuned in and I admire their strategy.
We can all learn from this, and apply it to our own advertising dollars spent.
Sunday, October 25, 2009
The Genius of Facebook
It seems to me that everyone throws the word 'social marketing' around these days to describe everything. I want to get back to the basics. To me, the genius of Facebook can be described as any example. When I want to find out the latest movies to see, the latest baby products that REALLY work, even down to the next car I should get, I poll my friends on Facebook. Say you have 600 friends (and yes, people do) and 30% respond with similar answers, what do you think will sway the buyer more?
An ad (print or online) can generate an idea (the idea to purchase), so in no way is that being discounted. Companies just forget to take that a step further, and that's where social marketing comes in.
Even Twitter comes into play. I shop a lot online, as do most people in their 30s do. I follow retailers, hoping I'll come across a great deal they post on Twitter. While scanning through my tweets (oh, I hate that word), I see other people I follow commenting on their latest purchases.
Facebook Connect is genius. People are starting to get it--retailers use this service, get a Facebook log-in window on their website, allowing users to tap their friend lists for input as they shop. Think about it--one person becomes a fan, all your friends see it, and they become fans too.
My take on the future, whenever that may be: shoppers will start using Facebook instead of search engines like Google, where most retail buys happen today.
Social Marketing in a nutshell: As more media outlets grow, the more word-of-mouth marketing opportunities the better. Don't discount friend power.
An ad (print or online) can generate an idea (the idea to purchase), so in no way is that being discounted. Companies just forget to take that a step further, and that's where social marketing comes in.
Even Twitter comes into play. I shop a lot online, as do most people in their 30s do. I follow retailers, hoping I'll come across a great deal they post on Twitter. While scanning through my tweets (oh, I hate that word), I see other people I follow commenting on their latest purchases.
Facebook Connect is genius. People are starting to get it--retailers use this service, get a Facebook log-in window on their website, allowing users to tap their friend lists for input as they shop. Think about it--one person becomes a fan, all your friends see it, and they become fans too.
My take on the future, whenever that may be: shoppers will start using Facebook instead of search engines like Google, where most retail buys happen today.
Social Marketing in a nutshell: As more media outlets grow, the more word-of-mouth marketing opportunities the better. Don't discount friend power.
Tuesday, October 20, 2009
Boost Direct Mail Visibility with Promotional Products
I tend to write what's on my mind at the moment, namely at 2:42 am tonight.
As I spent the day sourcing retro products for a high-end corporation (which I will ultimately customize packaging for the products with custom sound--then fulfill and mail) it got me thinking.
The campaigns I do for this company generate a high response due to many factors.
It's an innovative fulfillment campaign (not a flat static postcard) which will increase visibility to their prospects and be the first or third step in generating sales (as we mail to the same list 3 times at least).
For the creative concept, dream big first, logistics second. Because there is ALWAYS a way if you work with an agency that can start at concept, or take yours to make it a reality. There are many sources and agency has access to, companies that won't sell directly to one person.
Here are some rules to guarantee success once you have your creative concept down:
1. Above ALL, make sure your mailing list is accurate. Your mailing is as good as your list. The more you have narrowed it down, the better.
2. Get a business reply account at your local post office. You will save a ton in postage. Instead of being charged postage for every reply card you include in a mailing, you'll only get charged for the ones that get mailed back. Visit usps.com for more information on business accounts. $500 a year is worth it if you do direct mail.
3. What makes a promotional product mailing? When it's mailed as a "dimensional": in a box or tube. Recent research from Baylor University shows that such a dimensional mailing can increase response rates by as much as 75 percent!
4. Send something that is related to what your company offers, and make it interactive (anything that they will want to stay on their desk, play with, or show to other people within their company).
5. Use "delayed" mailings: create anticipation when doing a 2, 3 or 4-tier mailing to the same mail list. Target prospects receive only one part of an item with another "theme matching" piece to follow. This is key that maybe I should have made it #1.
Good day, and good mailings!
As I spent the day sourcing retro products for a high-end corporation (which I will ultimately customize packaging for the products with custom sound--then fulfill and mail) it got me thinking.
The campaigns I do for this company generate a high response due to many factors.
It's an innovative fulfillment campaign (not a flat static postcard) which will increase visibility to their prospects and be the first or third step in generating sales (as we mail to the same list 3 times at least).
For the creative concept, dream big first, logistics second. Because there is ALWAYS a way if you work with an agency that can start at concept, or take yours to make it a reality. There are many sources and agency has access to, companies that won't sell directly to one person.
Here are some rules to guarantee success once you have your creative concept down:
1. Above ALL, make sure your mailing list is accurate. Your mailing is as good as your list. The more you have narrowed it down, the better.
2. Get a business reply account at your local post office. You will save a ton in postage. Instead of being charged postage for every reply card you include in a mailing, you'll only get charged for the ones that get mailed back. Visit usps.com for more information on business accounts. $500 a year is worth it if you do direct mail.
3. What makes a promotional product mailing? When it's mailed as a "dimensional": in a box or tube. Recent research from Baylor University shows that such a dimensional mailing can increase response rates by as much as 75 percent!
4. Send something that is related to what your company offers, and make it interactive (anything that they will want to stay on their desk, play with, or show to other people within their company).
5. Use "delayed" mailings: create anticipation when doing a 2, 3 or 4-tier mailing to the same mail list. Target prospects receive only one part of an item with another "theme matching" piece to follow. This is key that maybe I should have made it #1.
Good day, and good mailings!
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