Insights
When the ad world searches
Google is perhaps one of the greatest market research tools ever. Want to find out when someone or something peaks the interest of the market- go to Google labs and look at Google trends. Find out when searches peak for what term.
The two major areas where search engines still aren’t very useful are by location and by time, but Google trends is one of the early tools to be able to show us time and place.
Imagine being able to track buzz by market when launching a new campaign- without having to do expensive research- look at the search for Crispin Porter + Bogusky- and see that winning a major account and winning major awards- create a bump in search.
Google Trends: crispin porter bogusky
Want to see if a new campaign started an increase in interest?
Here is the link to Google trends for the word “Pontiac”- remember they ran a campaign asking customers to google them? Well, it seems labor issues and plant closings are more likely to push search than ads asking people to Google you:
This only works for terms with huge search numbers- trying it on my name results in an error message saying not enough search volume to display graphs- and search Chiat Day- gives a graph- with no data points- but does give location stats.
Tools like this will become increasingly relevant to agency compensation structures- if your campaign doesn’t increase search, or site traffic- it’s not doing its job.
What do you think?
Think more about outdoor advertising
If you are involved in advertising, more than ever, there are two mediums that you shouldn’t ignore- the web and outdoor.
We’re here trying to educate clients (and other ad agencies) about not making “brochure-ware” websites and “Chest-beater” sites.
Definition of a chest-beater website:
a ego-centric site all about the site owner, and how great they are, without any real, useful information, typically built in Flash, so it’s guaranteed not to index or be W3C compliant (accessible to blind people).
Example copy: We’re the best advertising agency in the world- and that’s why you should hire us. We’ve won every major ad award, and throw amazing parties at Cannes. We work with all “A” level directors, and allow our creative departments to spend all your budget on very expensive TV spots, while ignoring your website, operational opportunities for marketing and anything we can’t win an award for.
Outdoor advertising on the other hand, is often the budgetary afterthought. After all, agencies don’t make as much money on cost effective media- due to the stupid idea of paying agencies with a discount on media billings. read more…
Chalk is Cheap – part 2
We took to the streets today to promote the Websitetology.com seminar. Downtown Dayton Ohio has the cleanest sidewalks - making this both fun and easy.
Of course some people around here always get their panties in a twist about something - the post in front of the Mead Tower- was poking fun at the “New Page” Corporation- which just announced they are bailing for the ‘burbs-
“A “New Page” is a Websitetology.com”
In front of CityWide Development- we put a message about the realities of our website technology:
We also suggested you can get a great website for less:
“A Great website shouldn’t cost an arm and a leg”
We also reminded people that no one watches TV commercials anymore- which is a good reason for chalk on sidewalks- Guerrilla Marketing-
There were more- including
- “I came, I saw! Because I googled”
- “I Google, therefore I am”
- “Get a PhD in Websitetology for only $79”
We’ll let you know how far $5 of chalk and a couple of hours can get you.
The return of “campaigns”
When we first wrote about the Chiat/Day produced Apple “get a mac” ads- I was comparing them to the Burger King Manthem- and viewing them from an efficiency standpoint.
Reading this article in the LA Times, we find out that Apple has at least 25 of these in the can- and I can guarantee they all cost less than the one BK Manthem spot produced by Crispin Porter & Bogusky.
Not strictly commercial - Los Angeles Times
There have been seven spots so far with Long playing the slacker-hip Mac guy to John Hodgman’s nerdy PC guy and there are almost 20 more in the can, guaranteeing that what is currently the hottest campaign on TV can last as long as the heat does.
So- in the day of one off ideas, fire for effect TV spots- with huge budgets- and very little actual selling going on- this Apple campaign is a standout- every spot hammers home a message of why Apple is cool, hip and reliable- while the PC isn’t.
The simple production values have caused a slew of spoofs- as a quick search of YouTube will show- but, if nothing else- that validates the concept as buzzworthy.
The question remains for other marketers- if two guys, in front of a white background- joshing each other for :30 can build sales- why have you spent so much with special effects, crazy stunts, exotic locales, etc?
If you had to sell your products or services with two guys in front of a white screen- what would they say?