by Next Wave Team | Aug 18, 2007 | 1 to 1 marketing, Advertising, Brand Relevancy, Change the world, Differentiating Your Brand, Everything You Want to Know About Advertising, Future of advertising, Future of TV, Marketing & the Web, Media, Personalization of Advertising, Practical Marketing 101, Web strategy
Recently, I decided to take a look at the CBS show, Jericho, which was slated to be dropped, but was reinstated by fan support.
First stop was the free version of the pilot on the iTunes store. Perfect download, no problem watching and controls that actually worked. Plus I could watch it on my iPhone.
Next stop, CBS.com where I thought I’d be able to watch it on my mac. No such luck- since CBS engineered their site with the “RealPlayer” which has been referred to as one of the worst pieces of software ever. The mac plugin wasn’t even available the first time I tried. So, lucky for me, CBS was going to rerun the series in order over the summer. Tivo here I come. The second showing ended up being a fast forward through at least a half dozen episodes- and no where near as good as the seven minute Sopranos. Then, CBS skipped a week (or Tivo balked)- and I went back to the CBS site again. Somehow, I got it to stutter through a painful hour and a half viewing of a 45 minute show- complete with the same 2 commercials over and over. Then- JACKPOT- seems CBS put up another site: www.jerichorises.com which runs fine on a mac -problem solved. I’m in Jericho heaven- even though the play controls still aren’t near as good as Quicktime, and the resume doesn’t work at all.
But, here is the thing: CBS has the perfect opportunity to build a relationship with me. I’m coming back over and over to their site, to spend “quality time” with their show. They could ask as few as 1 or 2 questions in return for providing each episode on demand for free and start customizing the commercials. Right now, I get one for Gerbers baby food (I’m a single male over 40 with no intentions of breeding) and for AT&T Wireless- to whom I’m already stuck with, since I have an iPhone. Irrelevant ads, presented by the most relevant personalized delivery system.
If you are a marketer and are buying online ad delivery, you should be asking about how the message is being targeted and what kind of feedback mechanism is provided. Since I can’t fast forward through the ads easily (remember, the controls of “innertube” suck) all you are doing is annoying me, instead of having a chance to build a real relationship. In an age of earned media, that annoyance factor could actually contribute to negative brand equity- distaste for your brand from the intrusiveness and repetitiveness of your ad delivery.
Advertising online can be the most powerful tool yet, but, like all power, used without care- it can backfire royally.
by Next Wave Team | Aug 10, 2007 | Brand Relevancy, Change the world, Differentiating Your Brand, Everything You Want to Know About Advertising, Marketing & the Web, Practical Marketing 101, Public Relations in the Web 2.0 world, Retail
The line was too long for our rushed lunch in Chicago to eat at Roti. But the place was so cool, we decided to stop in and take a look after the rush was over.
Very cool- looked like it was worth the wait, nice design, fascinating menu (which I picked up to bring home to Dayton) and so I thought I’d snap a few pictures for my mental library of things I like-
that’s when the owner rushed up and told me “No pictures” and gave me the third degree on why I might want to take pictures. Well, I was going to say something wonderful about his place, but now, I’d rather just share this story on how to make a really crappy first impression.
roti - chicago, illinois
Roti was founded as a collaboration between friends with a vision to bring Mediterranean food to the casual restaurant marketplace, with an emphasis and focus on healthy alternatives, freshness and superior quality.
Since I wasn’t allowed to take pictures- I’ll have to share the ones from their site. Readily available- to everyone.
In a networked world you are not in control- your customers are, and good or bad, they tell everyone.
Which is what I just did.
by Next Wave Team | Aug 2, 2007 | Advertising, Creativity, Differentiating Your Brand, Everything You Want to Know About Advertising, Future of advertising, How To Select An Ad Agency, Marketing & the Web, Secrets of Great Advertising, The Craft Of Advertising, The Next Wave in Business, Web strategy
Back in 2005 Rupert Murdoch was interviewed in Business week, long before he purchased the Wall Street Journal and Dow Jones:
The Birth of Murdoch.com
BROAD VISION. “Our strategy is quite simple,” Murdoch said. “News Corp. at its core is about content. The Web at its core is about personal choice. What we are aiming to do is combine the two, and in the process redefine the meaning of [an] Internet vertical.”
And in buying up newspapers, which ad agencies and CMO’s are writing off as an advertising medium- Murdoch is proving he’s way ahead of everyone else: he’s buying content generators, which will give him eyeballs. He’s planning on earning attention the old fashioned way- by providing useful content.
Which brings me to advertising as practiced today. We’re no longer generating ads to ride along with content- now more than ever the ad has to be able to stand alone as its own content. Not by intruding, but by being invited as content worth watching. So fun, interesting, informative that consumers will actually want to share it, interact with it, or use it to expand their own personal equity stash.
So, before you look at your next media buy and your new ad campaign, look at it as content first, and think what you would do with it? If you would want to hang it on your wall, share it with friends, save it to solve problems, or just keep it because it’s beautiful or funny- then go ahead and run it.
If it doesn’t do any of those things, or is mostly you beating your chest, maybe it’s time to select a new ad agency.
by Next Wave Team | Jul 6, 2007 | Advertising, Careers in Advertising, Change the world, Differentiating Your Brand, Great Ad Agencies, The Craft Of Advertising
I never met Lois Wyse, but I’ve known her work since I was a wee tyke.
Lois Wyse, pioneer advertising exec, has died - Plain Dealer Metro News
Lois Wyse, who co-founded Wyse Advertising in Cleveland in 1951 and wrote the slogan, “With a name like Smucker’s it has to be good,” died early this morning at age 80.
Writing taglines that stand the test of time isn’t easy. Being a woman in the male-dominated ad business of the Fifties wasn’t easy either.
My deepest respects to her family, friends, and the people who continue in her footsteps at Wyse. We’ve lost a star in advertising today.
by Next Wave Team | Jul 6, 2007 | Ad Agenices in Dayton, OH, Advertising Case Studies for The Next Wave, Brand Relevancy, Change the world, Differentiating Your Brand, Everything You Want to Know About Advertising, Future of advertising, How To Select An Ad Agency, Marketing & the Web, Practical Marketing 101, Search and Business, Web strategy
The old cowhand expression goes “you can lead a horse to water, but you can’t make him drink” is how advertising agencies often feel about our clients.
Coming up with the “big idea” is one thing- getting the client to buy it- can be infinitely more difficult. Sometimes, even when you have a client who thinks you are brilliant- they run into an “expert” who convinces them that their ad agency can’t possibly know how to make the web work for them- and that they should “trust” them.
This was the case with our client Zen Windows- a small business that we provided the tools to compete and win against much bigger and better capitalized business heavyweights. Our name, our tagline: Zen Windows, Relax, window quotes in five minutes, set them apart from the high-pressure, hard-sell, commissioned window sales companies in Columbus Ohio. Our simple web strategy involved using blog technology to keep Zen Windows at the top of search- for many terms- not just keywords. Unfortunately- the client drank from another cup- and so yesterday, when I saw we had gotten a google hit for “Zen Windows”- I checked to see what was generating the hit- and it was our post showcasing his logo. Considering “Zen” is the name of a hit MP3 player, and “Windows” is the leading operating system- the fact that our technology and our logo got first position in Google is a miracle. Considering that his company didn’t show up in the first 30 hits is a testimony to the snake oil salesman that told him he could build a better website for Zen Windows.
If you aren’t showing up in the first 30 results (or 3 pages) of Google for your own company name, you should be talking to an ad agency that truly understands integrated marketing communications and site construction for optimal search results (not just SEO or Search Engine Optimization- which we believe to be voodoo).
The funny thing is that the new site doesn’t look much different than the design we began with. But, the developer added Flash video to the home page. Flash, but no bang-for-the buck. You decide- what you want- snake oil- or results?
The Next Wave is marketing • innovation for a reason.
by Next Wave Team | Jul 4, 2007 | Advertising, Apple Advertising, Brand Relevancy, Change the world, Design, Differentiating Your Brand, Everything You Want to Know About Advertising, Practical Marketing 101
The iPhone is a beautiful device- but it’s an even better marketing case study.
Up until the iPhone mobile phone service providers like Cingular, Verizon, T-mobile, Sprint, Nextel, Blackberry etc. talked about coverage, price, service, products or service. Differentiation techniques included Nextel’s walkie-talkie function, T-mobile’s five friend deal, Verizon with their “network” and “Can you hear me know” tagline, AT&T claimed more bars, Sprint had “an all digital network” and Blackberry delivered e-mail.
Now- everyone is looking for an iPhone killer- with multi-touch screens coming fast and furious and a new look at “Smart Phone” features. But what the telco’s are missing is that the iPhone phenomena isn’t about technology, it’s not about cool design, it’s not (well almost not) about status- it’s about providing a better user experience. It’s experiential marketing- and it’s something all the Telcos have missed from day one.
Apple understands the integration of form, function and the user experience better than most brands. What has set a Macintosh apart from the competition isn’t just the superior industrial design- but the experience of working with a computer. Apple integrates the hardware and the software to just work better and has from day one. Plug-n-play has been the standard since the Mac launched- no configuration necessary. It’s that kind of approach to the integration of technology into the users life that’s making Apple the instant king of the mobile telecom market.
For example: after the third time my non-smart phone had died- and I couldn’t restore my contacts with the help of the people at the Sprint store- I switched to a “Smart phone” that allowed me to sync my contacts to my computer. How hard could it be for Sprint to keep my data backed up on their server for a phone? Easy- and privacy shouldn’t be an issue- since they already log all my calls. Has Sprint thought about that? Of course not- they aren’t concerned with the user- except when the bill doesn’t get paid.
It’s been said that the cell phone is the most important fashion accessory to teens. Marketers who still believe in brand loyalty- always strive to reach this market to develop long lasting relationships- yet few have really analyzed what the teen market wants. Outside of the price of the iPhone- it integrates the complete students wardrobe electronic accessory closet- a music/video player, a phone, a camera, e-mail and IM functions, web browsing. Except for the missing video camera- this is the ultimate teen toy. And if you think price is an issue- remember the first 5gb iPods were $500 and didn’t take long to own 70+% of the mp3 player market.
Apple is once again showing an entire industry that changing the experience of how consumers use a device is more important than price, service, or your “brand.”
Differentiation/innovation is the only sustainable competitive advantage in marketing. Lower prices and sales aren’t what they used to be. Providing a better experience is what is turning the iPhone into the fast selling consumer electronics device ever.
How can you change your delivery of products and services into a better, simpler, easier experience? That should be your first step in marketing anything today.
That’s the next wave in marketing and innovation.
