Insights
If Google is “The Force” which side is it working for?
The Big Ad Agencies used to be afraid of Google because they didn’t understand it, the web, or the future of advertising. When all of a sudden, advertisers started pulling money out of the media budget and spending it with Google it terrified them. So they all went and bought up “new media” shops- and still created sites that didn’t work with Google any better than, well you know those braille buttons on the drive-up ATM?
So when Google starts raiding the big agencies for top talent, their worst nightmare begins to come true: the $9 billion dollar gorilla now is quietly sneaking over from media to marketing partner.
Ogilvy N.Y.’s Berndt to Join Google
Berndt, who resigned from Ogilvy this week, will become the managing director of Google Creative Lab, according to a Google representative. In the newly created position, Berndt will lead the marketing of Google’s brand and services. He will also work with agencies to integrate Google products into campaigns.The move comes as Google looks to expand its relationships with large brand advertisers. After initially offering only simple text links overwhelmingly geared to direct-response marketers, Google has added graphical and video ads more often used by brands.
The thing is- of all the people to hire, Google picks someone from an agency that still can’t get it’s own clients spots online in a way that customers can find them. I met Andy at the 2007 AAF National Convention- nice guy, super cool presentation of the new Fanta work- but, if you went to the Ogilvy site - or the Fanta site- or anywhere- you couldn’t find the campaign except for a lone spot posted by PSYOPS who did the animation. The big agencies have a long way to go to learn how to monetize advertising that works by earned attention instead of paid placement.
Maybe, Andy will be the new evangelist for the power of Google when used right- then again, he may be working for the dark side now… depending on your viewpoint.
One things for sure, no agency will ever have a bankroll like Google.
Is this the next big viral thing?
Your ad agency can only hope to have something go viral like subservient chicken, Dove Evolution or lonelygirl15, and you could spend a lot of money on a dud. Then again, a bunch of kids (like my English cousins) with a video camera, some tin foil, a remix of a sixties novelty tune and iMovie- uploaded to YouTube- could have more viewers than your very expensive campaign.
I don’t know if this is the next big thing or not- but, it sure is fun to watch- even if you don’t have a clue who Daniel and Maya Fineberg are- or that they are related to me. Compliments to “Edward the pig” on some nice editing- and interesting camera work.
Would you want to have your brand in this viral video? I’m sure they’ll take some sponsorship money- and of course you’d have to clear the music.
I’ll get back to you on who did the remix of Witch Doctor [update] seems to be “Cool Sensation” off the “Playa Total 4” album.
[update] The video is an entry for the “Fancy Dance 2007” contest.
Broadcasters are lost when it comes to IPTV
Apparently the folks who run broadcast networks flunked business 101. Can you imagine book publishers not selling their wares through Amazon and Borders and Barnes and Nobel at the same time? Of course not.
Sure, Networks can sell their programming direct, but, that’s not the point- especially since they will be out of business in the next three years if they don’t adapt to the new realities.
NBC made this super stupid move today:
NBC Cancels Apple iTunes TV Show Deal - TVWeek - News
NBC Universal wont renew its agreement with Apples iTunes to carry NBCU shows on the download service, sparking retail retaliation from the computer giant.NBCU wont pull its existing content from iTunes until its current two-year deal expires in December. But in response to NBCU”s decision, Apple today said it would not make NBCs new fall TV shows available for download from iTunes.
Its a blow to both Apple and consumers. According to Apple, NBC supplied iTunes with three of its 10 best-selling TV shows last season, accounting for 30 percent of iTunes TV show sales.
It’s not about the networks anymore- it’s about delivering content to a diverse and varied and increasingly fickle audience- as efficiently as possible and monetizing it any way you can. The iTunes store is one of the most convenient online storefronts using the best technology. Most network sites have had problems with cross-platform delivery, consistent transfers and poor models for monetization. With Apple leading the market with over 70% of the portable digital devices- it’s a market that networks shouldn’t risk alienating.
The iTunes store also includes web 2.0 community functions- something that the networks have been slow to grasp. The market is moving to open source, open platforms- and all NBC is risking is ticking off their existing client base.
Stay tuned in- or should I say clicked in. This is only the beginning of the end of the Networks.
How to get positive buzz for your company
There are people out there who specialize in “Buzz Marketing” who will charge you a lot of money for what I’m about to share with you.
Doing the right thing will get you more customers than a new ad campaign.
Recently I’ve had a few very good customer experiences that went above and beyond what I expected from a manufacturer- so good, I’m going to share them with the world, and in the day of Web 2.0 when everyone can have a say, it’s a very good investment.
I’ve had two Lowel Pro-lights for a few years. I am not the original owner, I bought them on Ebay for a song- since the cords had been jury rigged by the previous owner. I had tried to contact Lowel soon after I bought them to get parts to rewire them but hadn’t heard back. I was frustrated, but the lights still worked. We had a lull in our shooting schedule and a new office manager who loves to “Get things done”- so I had her tackle the problem again.
Lowel said- send them in. Two weeks later- the lights come back with new cords- 2 piece this time, with cord wraps included. No charge! When the decision comes to buy lights again- there is no question about what brand will be at the top of my list.
Here is what they say about their warranty on the site:
About Lowel Light
In the event of a defect reported by the consumer within the applicable time period, if any, Lowel will, at its option, replace or repair the defective merchandise at no charge to the consumer for either parts or labor.
Note: the warranty on lights is only 2 years, and I’ve had these for over 4.
Another case of going above and beyond was Hans Grohe the German highend plumbing fixture company. The holders for my hand showers had cracked, and the heads had taken a few tumbles.
I was looking for just the replacements for the holders- but, instead was shipped 2 brand new shower heads complete. Hans Grohe has a lifetime warranty- and apparently stands by it. I will grant that the new heads aren’t quite as cool as the old ones, but, I’m just as clean.
The jury is still out on Zwilling JA Henckels, who promise a lifetime warranty on their fine cutlery, but seem to be confused about what lifetime means- when a handle delaminates. The knife is over 40 years old, and still is a great chef’s knife- however, the handle is coming apart. When presented with something as simple as putting 2 new composite sides back on the blade, they seemed to want to stall and pass the buck. Is it really worth it?
Detroit has turned to extended warranties as a way to compete with higher perceived quality of off-shore manufacturers. Millions are spent on touting 10 year, or lifetime powertrain warranties- yet, if the money was instead spent on making sure every owner felt that getting warranty service wouldn’t be a major battle- and that customer satisfaction really was the brand’s first priority- they’d probably be selling more cars.
Customer satisfaction may be the most overlooked buzz marketing strategy available. As these three experiences showcase how one customer can help propel your brand into the blogosophere for better or worse.