Archive for July, 2008
July 31st, 2008
Want women to like your brand? Run ads with skinny female models - they’ll like you more but feel worse about themselves.
In a new study created in response to Dove’s “Campaign for Real Beauty” (see ADWire’s previous post about that campaign here), researchers found that ads featuring thin models improved the brand’s image in the eyes of women …. while also making them feel bad about themselves. Read details here.
It’s a paradox I suppose. We women almost instinctively feel bad about ourselves when we see skinny models but actually like the product more than one that advertises using regular-sized women. Maybe because women think the product advertised will actually get them to live the idealized life portrayed by thin models? I don’t really know. But I do know that there are no products out there that will completely transform you for the low, low price of $29.95.
July 30th, 2008
Web-based TV is shoving traditional TV aside quite rudely. A new study on media habits reported in today’s Ad Age is the first that gives real evidence to the theory that people are migrating from traditional TV to Web-based streaming video for entertainment. The study indicates audiences are not “supplementing” but rather replacing the new media for the old. Whoa! That’s huge.
The alarms have been sounding in media shops about the Web, VOD (video on demand) and streaming video for a while now and, the reality is we can no longer count on 3 networks to provide a common American experience or, more to the point, a tremendously huge audience for the product or service your advertising.
And while fragments are bad when it comes to grammar, a fragmented advertising audience means good and bad things.
The good thing about fragmenting an audience is that you can target your message to those people who are really into your message, versus the old-time “Spray and Pray” advertising that only had to promote their products on the 3 networks, on the radio and in newspapers and in magazines.
Example - You’re more likely to see a high ROI for an ad promoting San Diego’s Comic Con if you placed it prior to an exclusive Battlestar Galactica podcast (and as an aside, BSG was seriously robbed by those Emmy people) than you would if you ran it on the evening news or during an episode of “America’s Got Talent.”
The bad thing is that we ad professionals need to work harder. It takes more time, more research and more creativity to reach an audience these days. The other negative with a fragmented audience is there is little chance you or your advertising agency can keep up with all the different niches. You will, be definition, be missing some. The web and its real-time communications also means that a chat board that LOVES your product at 10 am may be in full revolt by 11:35 am because a few negative posts by unsatisfied (or just malicious) customers.
It’s a whole new frontier, one where herding the audience will make or break your ad campaign as much as your message and your creative.
Giddyup!
July 29th, 2008
No news that prices are rising everywhere and consumers and businesses alike are searching for more efficient ways to operate and ways to reduce spending, but stricter budgets can in fact spur good ideas and creative solutions.
Like the housing market which has seen a rise in renovations, additions and refurbishing as a reflection of the slow market, businesses can take the same initiative. Updating and “renovating” your brand can be the perfect vehicle for initiating growth. Think about it- consumers want value and quality. Do they currently encounter value and quality at every interaction point with your product? Maybe you don’t need to revamp the warehouse or hire new staff to help increase sales, maybe a new tagline or well-designed logo that reflects your focus on simple great quality would be the “coat of paint” that spruces things up and reminds customers of your value. (More on taglines- http://money.howstuffworks.com/ad-slogan2.htm)
Listening to consumers will often tell you exactly what you need to know, so if you don’t know what they are saying, now could be a good time to do a survey, create an email campaign to get feedback or come up with a new idea for PR and interaction with your customers. Another point that cannot be underestimated is enthusiasm. With all the budget restrictions it would be easier to fall into a “sad state of affairs” rather than renovate and tout accomplishments, but enthusiasm for the quality of your brand filters into marketing and is apparent to consumers. So now might just be the perfect time to renovate. There are countless ways to make changes that reflect a cosmetic improvement as well as enhanced quality behind your brand.
July 24th, 2008
Young people don’t much like the Olympic Games, much to marketers’ chagrin. But 2008 could change that according to this piece in today’s Washington Post. This year, the International Olympic Committee (IOC) loosens its rules on social media like Flickr and “Citizen Journalists” by allowing athletes to blog and networks to air live streaming video on websites instead of on TV. But sorry YouTube - the IOC is still clutching on to its video by embedding digital fingerprints and other fancy security software to keep “pirating” at a minimum.
NBC Universal is already on track to produce the most “digitized” Olympic Games ever with 3,600 hours of digital streams - triple what they did for the Athens Games. Which means more opportunities for you to watch those heart-rendering profiles on athletes who’ve overcome unbelievable odds to show up on the world stage…or to watch your favorite obscure sport (Handball, anyone?) online instead of waiting until it airs on tape-delay at 3 am.
Local business owners can tap into the Olympic spirit as well - local NBC affiliate WREX-TV already has its own Olympic Zone on its website - click here - and packages for local advertisers. WREX rep Scott Dimke says there are advertising opportunities still available for local ads to air within the Opening and Closing Ceremonies, as well as daytime, evening and weekend spots. They also provide opportunities for online/digital exposure as well.
Can’t wait? Below are some Olympics-related commercials already on the air around the world. Or visit a previous ADWire post about Visa’s campaign.
Want to see Yao and LeBron duke it out or an absolutely beautiful 5-minute spot from China? Just visit YouTube and search for “2008 Olympics advertising.” I’m quite sure there’s more awe-inspiring advertising to come - stay tuned!
July 23rd, 2008
So you have decided to go shopping this weekend, and if there is one thing in particular you are looking for you will probably look up something about said item online first. Doesn’t it seem better if you get a few opinions from web sites, no matter if they come from “trusted experts” or just community blogs? It’s no news that people trust other people like them, so it makes sense that marketers should embrace the online social communities. Whoever “they” are, it is important what “they” say, more so online than other mediums. A study recently completed by PR firm Fleishman-Hillard in France, Germany and the UK shows evidence that the internet is twice as influential as television and eight times as influential as print media. “The best thing a company can do is to create an environment where people can post reviews and opinions,” says Matt Rhodes of FreshNetworks, who is an author of social media good-practice articles and regular speaker at Web 2.0 conferences. Granted, factors on influence are different in Rockford, IL than in Germany but the overall trend toward changing your marketing mix to skew to internet and social media sites is a basic principle of branding today.
July 17th, 2008
They say in fashion that everything comes back in style sooner or later, if you just hang on to it long enough, but does it work with ads as well? McDonalds seems to think so, well, actually retro with a new twist. They are stepping back to 1974 to revive the lyrics of the well-known Big Mac jingle, “two all-beef patties, special sauce, lettuce, cheese…” you probably know the rest. What you won’t know is the new beat, since no one knows it yet, because the company will choose from competitors on MySpace through its page called the ‘Big Mac Chant’ (http://www.myspace.com/bigmacchant).
User-generated appeal campaigns are popping up everywhere thanks to YouTube, and for this one McDonald’s is not even offering money as a prize. Apparently, merely the “fame” appeal of having your jingle become the track for a TV commercial is payment enough. Yet another way to take advantage of the viral nature of the web and free press- sounds like a pretty good idea for any company.
“For companies, reviving a campaign through user-generated submissions can appeal to older consumers’ nostalgia while introducing a classic campaign to a younger set,” says Stephanie Clifford of the New York Times. If it works, it could be argued that McDonald’s successfully bridged the gap between generations. But isn’t part of the fun of revival lyrics to be able to sing along because you know them? Unless you are a rapper, you may be out of luck on this one. McDonald’s has to wade through the bad and the good in submissions, but finding a gold nugget could prove worth it. The outcome for the campaign is yet to be seen, but the public in general is more aware of, and willing to participate in user-generated appeals, and any size company can take advantage of the favorable environment for this type of campaign.
July 16th, 2008
Summary from post on Advertising Lab~
Imagine: You find something you like, reach into your pocket for a small device, scan the barcode, and the device tells you whether and were the same product is available for a lower price.
This future just got one step closer with the release of an iPhone app Checkout SmartShop, “a shopping assistant meant to help you find online and local prices when you’re out and about shopping.” For now, you still need to type in the UPS code; they are working on converting the iPhone camera into a barcode scanner.
In a post on industry blog Advertising Lab last January on online experiences and offline expectations, the author writes, “Retailers gotta act quick if they want to have some control over the converging experiences. In a few years, people will be carrying web browsers in their pockets and won’t be needing all this retail innovation. Then they would go to Barnes & Noble to browse books and order the ones they like on Amazon right from the store.”
That part about “a few years” was probably too optimistic. Not only can we now browse the internet with small devices, such as our phones, these same devices can assist us with where to get the best deal.
July 11th, 2008
We often receive numerous resumes this time of year from recent college grads wanting a job in marketing. And I don’t blame them - marketing is an exciting, interesting and (sometimes) glamorous industry, BUT…
This particular “But” refers to many things, not the least of which is the fact that I’ve never hired anyone - even an intern - that had little to no real-life experience in the field. Just because you have a degree from XYZ University in Communications will not make you qualified for a client-services or creative position in an ad agency. The competition is fierce, so here are some free tips to those of you looking for your big break in the ad world:
1. Get experience. I don’t care how you do it, just do it. Unpaid internships at an agency over the summer or when you’re not in class are great options. Look for a place that will offer you the chance to build your clips portfolio and give you at least some “real” work beyond filing and collating news conference kits. Or, volunteer to do PR for a local non-profit or plan and implement a public awareness campaign on your campus for a social issue you feel strongly about. Be creative and be open to working hard. There are plenty of businesses and organizations that could use a little marketing or PR work. Show me that you like the work and are willing to learn the trade.
2. Get samples. We always will ask for samples of your work - typically writing samples, but if you’re applying for a design position, be prepared to submit samples of your design work too. Often we’ll ask for samples with the application (i.e., before an interview). Then if you get called in for an interview, we’ll expect you to bring additional samples along too. Be prepared to discuss how you prepared the piece, its target audience and what kind of results you had with it. Things done for class are acceptable, but real-world clips are better.
3. Be accurate & professional. If there’s a typo in your cover letter or resume, you probably won’t get an interview. Sorry. And be professional in your communications. An email is fine - but remember it’s not a wall posting on Facebook. Do an appropriate opening and closing with complete sentences. If someone sends me a very well-written cover letter, I almost always review their resume carefully.
4. Don’t expect overnight greatness. So you’re offered an entry-level position; be prepared to do a lot of routine news-release writing, proofreading and media-list updating. These are the things that take up so much time in the advertising world but rarely get done because of the other demands on the staff. You’ll generally be doing “real” work for the agency along with some front-line client work, but it’s not all restricted-access parties and creating a Superbowl ad right out of the gate. You’ll have to pay your dues and be open to learning from a mentor.
5. Never stop learning. This field changes daily. Read everything you can get your hands on. Assigned to work on a healthcare account? Get a copy of Modern Healthcare and learn about the field. Even if you don’t have a personal interest in it, get interested. Some of the most successful ad people are insatiable readers and thinkers. Essentially, we’re paid to think for our clients. They’re busy running their businesses; it’s our job to keep on top of demographic, economic, advertising and technology trends for them.
This is a fun industry, but it’s a lot of work, too. So good luck and I’ll see you on the field!
July 10th, 2008
Wal-Mart, the world’s No. 1 retailer, has unveiled a new corporate logo that soon will be replacing the blue “Star” logo created in 1992 on everything from the front of the store to the bags in your cart…and probably everywhere else you look given Wal-Mart’s market penetration. It’s a decidedly softer image than the previous version, perhaps in response to its competition from higher-end discount retailer Target, whose advertising clearly targets the hip, suburban mom.
Critical response to the new logo has not been very kind. Some comments on an industry board run by Creativity.com includes:
Sixteen years of branding an identity and they throw it out the window to start over? Any brand manager worth their salt would know that consistency is key to maintaining and building a brand. Not that I was a big fan of the old logo. Both the old and new logo are pretty generic and look to have been made with basic fonts and dingbat icons.
The font (an altered Myriad?) and the star (a circle of apostrophes) are the proverbial “something my daughter could do in art camp”. Who got paid how much to do it?!
I like the logo type; however, what’s up with the ambiguous “sun” icon? It’s definitely more contemporary, but that’s where it ends. They went from in-your-face to indifferent.
What do you think?
Wal-Mart logos through the years:
1962 - 1964
1964 - 1981
1968-1981
1981 - 1992
1992 - 2008
July 8th, 2008
Web site security. Although this is a technical discussion, it can have a serious marketing and business impact. Especially when you are trying to drive visitors to your site and it is down for two weeks because the data has been hacked.
Microsoft has taken the unusual step of issuing a security bulletin for something called “Rise in SQL Injection Attacks”. Although not a particularly attention-grabbing title, this is an exceptional subject for a security bulletin because it’s not about a specific Microsoft product that’s patchable, but rather coding practices in general.
“SQL Injection” is a technique used to “hack” websites, and unfortunately, a great deal of websites are vulnerable to it (some estimates suggest “hundreds of thousands”, but it may be many, many more). Hackers typically use automated tools to find vulnerable sites, and then “inject” malicious code that can do any number of things. In recent weeks there has been a huge surge in the volume of these attacks.
These range from simply adding code that causes a virus infection on a visitors browser, to editing or changing any content on your website, or in the extreme case, completely wiping out the website. The consequences of an attack should be pretty clear - for less extreme attacks, you may not even realise there’s a problem, but it’s more likely that the attack may cause inconvenience or embarrassment. In the extreme case, a well-crafted attack can have disastrous implications to a business-critical website, totally disabling a business, or result in the theft of credit card data and associated financial loss.
Links to documentation on SQL injection and coding best practices:
SQL Server Injection Protection
Preventing SQL Injections in ASP
How To: Protect from SQL Injection in ASP.NET
Coding Techniques for protecting against SQL Injection in ASP.NET
Filtering SQL Injection from Classic ASP
Security Vulnerability Research & Defense Blog on SQL Injection Attack
Previous Posts
