by Next Wave Team | Nov 6, 2005 | Advertising, Everything You Want to Know About Advertising, Future of TV, Marketing & the Web, Web strategy
November 14, 2005 issue- Business Week, with IKEA on the cover- in the letters to the editor:
“Soon, TV advertisers will be thanking Steve Jobs”
It’s not movies Apple Computer Inc.’s (AAPL ) iTunes Store will revolutionize — it’s TV and the ad industry that fuels it (“Hollywood holds its breath,” News: Analysis & Commentary, Oct. 24). Now you can buy last night’s Lost for $1.99. Next you’ll be able to get it for less in exchange for watching and interacting with targeted ads. The return-on-investment model Google Inc. (GOOG ) has championed, combined with the customer profiles of an Amazon.com Inc., (AMZN ) will let advertisers buy the exact eyeballs they want, with a feedback mechanism. Bandwidth and digital- rights issues will be solved as the $46 billion TV ad industry realizes that this is the future. Hollywood may be the last on this bandwagon, but there’s no question that once again, Steve Jobs is leading it.
David Esrati,
Chief Creative Officer
The Next Wave
Dayton
This is the second time I’ve had a letter published in Business Week. The first one was on “mass markets“
by Next Wave Team | Oct 27, 2005 | Everything You Want to Know About Advertising, Marketing & the Web, Web strategy
The Next Wave will host our first Blogosopher seminar Friday November 4, 2005.
Information about the course is on www.blogosopher.com
Register now for maximum savings- and to reserve your seat.
This course will teach you how to use a blog to maximize the number of hits to your website- and to build relationships with your clients.
by Next Wave Team | Oct 21, 2005 | Advertising, Everything You Want to Know About Advertising, VW advertising
The ads are running in prime time shows, they have people in suits standing around a car, talking about “Buick’s total value promise” – here is the transcription:
“Introducing the total value promise, from the award winning quality of Buick. I promise to stand behind your Buick, with our 4 year, 50,000 mile new vehicle warranty, and the serenity of a quiet tuned interior, I promise you the security of On-Star, Our 2006 LaCrosse has standard side curtain air bags, and V-6 power with an estimated 30 miles per gallon highway, the LaCrosse CX is under 22,600 after all applicable offers, see your Buick dealer – today.
Now of course, it has the car ad production feel- with a different talented actor for each line, and you see beauty shots of the car, but- is it talking about your new car- or theirs?
One of my favorite quotes in advertising comes to mind here:
“When people talk to themselves, it’s called insanity. When companies talk to themselves it’s called marketing.”
~Steve Bautista
Buick spent over $300,000 to produce this ad, and probably just as much to run it in ER- and it’s Buick - talking about what they think Buick is. How many people do you know will respond with “award winning quality” when you ask them what they think about Buick? Zero- and that’s probably even including Buick owners.
If there is a brand that absolutely has no persona, no cha-ching, no reason for being in the automotive category, it’s Buick- and its ads like this that get it there.
If there wasn’t a dealer pipeline to fill, and plants to run, Buick could go away tomorrow, and no one would miss them. A brand that hasn’t been relevant in a lifetime- except to old folks who still are reminiscing about a car company that hasn’t built a memorable car since, well, way back when.
Now GM is promising a “Total Value Promise” which means absolutely nothing- and bragging about a 50,000 mile/ 4 year warranty- has anyone looked at Hyundai lately (America’s Best warranty)? If you have such quality- go for the gusto and promise something more than a “quiet tuned interior.” To see the difference between an ad that means something and this drivel- see the post below about another GM division- one that gets it. This brand is dead.
For comparison- try to catch the ads for the New Passat from VW- talking about all the new features- demonstrating them to the customer- showcasing the little things that people fall in love with with a car- like hooks for hanging grocery bags in the trunk- all to a delightful diddy- “Thank you very much”- an ad that you want to watch again- and sing over and over in your head. When you visit the site- there is a mini-site that has some humorous little films like showing an elephant drop a log on command- which of course demonstrates a remote “trunk release.” Which do you think will sell more cars?
What do you think?
You can read about Buick’s follow up folly on Mark Silveira’s Ordinary Advertising blog
