Thursday, March 29, 2012

Nouns to Verbs

: Sherrie Perkovich

The ultimate in “free advertising" comes when your brand is synonymous with the product. This can be considered the holy grail of marketing = you achieve brand enlightenment.

This is what I like to call a "noun" brand. Brands themselves went from being a proper noun to being a common noun. Let me illustrate...

Kleenex = facial tissue
Band-Aid = adhesive bandage
Xerox = photo copy
Vasoline = petroleum jelly

In today's world, common nouns are.. well... common. It's all about action these days. Customers/consumers demanding more from everything they consume. CEOs demanding more ROI out of their marketing and advertising. With that we've gone from creating nouns to creating verbs. And at the very root of the word "verb" is action itself. Again, allow me to illustrate...

Google = online searching
Digg = bookmarking
Yelp = providing your opinion
Mapquest = getting directions
Tweet = microblogging
Facebook = become my friend

So what's next you may ask? Verbal nouns and verbal adjectives of course!

Wednesday, March 28, 2012

Finding the White Space

: Sherrie Perkovich

Its not news that marketers are under constant pressure to keep finding new and interesting ways to reach their target audiences. With the introduction of seemingly daily media choices, our task is a great one.

I read an article that spoke of marketers nearly over stepping their bounds to put our ads anywhere where there is available "white space." I agree with this, but only to a point.

Yes, its true that we are not only advertising in places that are surprising and walking the line of obtrusion. But we are also, thanks in part largely to technology, able to serve you up advertising messages that you actually want to see, when you are open to receiving them.

Advertising has an exciting future. And the future is in behavioral marketing via the social graph and mobile. Instead of trying to merely find available white space to brand with our messaging, we can pinpoint advertising based on consumption behavior.

Serving up ad messages and offers based on behavior is the key to truly being able to communicate to an already interested consumer. In the near future, gone will be the days of sitting through non-relevant advertising messages. And soon you'll only be getting advertisements targeted to you as an individual consumer. White space that you never saw coming.

Thursday, June 3, 2010

Nice Try Tivo

:Sherrie Perkovich

TiVo, long faced with their advertising issues...viewers who use their product have the ability to skip through ads, thinks they've come up with a solution. TiVo announced that they will offer a new service which will direct viewers to a screen after a show ends, where they will be given options such as getting a coupon code for a product or watching an advertiser's video.

According to TiVo and an article I read in the SF Business Journal...they can now "help advertisers effectively engage a target demographic audience while substantially countering the impact of fast-forwarding commercials."

(insert bomb sound effect here) Nice try TiVo. What on earth makes you think that the viewers that are skipping through commercials in-program are going to hang around for the rolling credits and watch an ad then. I have news for you...they're either going to be on to their next recorded program or off the couch and onto the next thing.

How about a non-skipable intro commercial or mid-program? How about in program offers you don't get if you skip? You won't be able to avoid viewers jumping off the couch and into the bathroom or kitchen, but at least you'll have a much better shot of keeping their attention...and those precious advertising dollars.

What's missing in advertising is like reaching the holy grail... a true level of engagement that can be measured, optimized and forecasted. We aren't far away from this. The advances in behavioral targeting are getting us there. The real success will be found with whoever is able to monetize consumers attention and level of engagement.

Thursday, May 8, 2008

Seniors watch late night ESPN

: Sherrie Perkovich

Seniors must watch a hulluvalot of ESPN in the wee hours of the night... or so the media buy would suggest. Ok, I admit it, I'm an ESPN junkie... to the degree that I can probably recite the sports news for you... I, however, am not interested in wheel chairs, adjustable beds, nor life saving devices I wear around my neck.

I have some advice for the companies out there that are wasting their money on remnant cable buys.... STOP! You are wasting your likely already small budgets. Instead of being sold on run of network media buys when you don't know where or when you ad will appear, how about a fine tuned media plan that reaches exactly who your target audience is... when they are actually up and able to receive you message. And not half way between here and neverland....

To be Dove is to be fake...

: Sherrie Perkovich

Read an article today I found in AAAA Smartbrief... title of it was "Dove's "Real Beauty" and in it, they state that the pics are said to be less than real." Dove has received all sorts of praise for their "real beauty" campaign. Turns out that Dove is less than perfect... along with the rest of us. The article speaks of the "models" in the ads being retouched. Its a sad reality that even our "real" models have to be airbrushed to non-perfect perfection.

Makes you wonder... what's real anymore? I know honesty seems like a rare thing in this world... especially the world of advertising. With steroid use running rampant, politics being fixed and now real beauty being airbrushed... just who do you trust?

The answer is to trust your gut instinct. Let's be honest here... advertising isn't brain surgery. If done well, we are communicating a product/service to a group of people who potentially want/need it. If you are included in the targeted group, you might respond. If you are not... then you won't and go about your day.

In this day and age when the average person is exposed to over 5,000 messages today... take them with a grain of salt and filter what you don't want.

Wednesday, January 2, 2008

The Best Reality TV

: Sherrie Perkovich

Advertisers and clients alike over the years will argue what works, if it works, and how it works. Some think that only beer pushing, mostly naked women, nearly saw your nipple advertising is what works and works well during the big game. I’m talking of the Superbowl of course. It would be impossible to ignore the hype. Is it worth it? Should a client spend over $2 million dollars on one :30 second spot? We can argue all day about the price. But the answer is yes. I agree with the experts. Even if just a little bit. You of course need a product or service that is BIG TV advertising ready. No local dentists need apply.

Here's why its a good use of resources...The idea of reaching an audience so focused on football and on the commercials is a dream come true. When else do viewers sit down and spend that much energy watching the commercials, and talking about them afterwards. As an advertiser, it is what we dream of. The Superbowl makes it a reality. And for our clients, the discussion that happens afterwards is worth the money.

I caveat this by saying that you need to have the right message and the right creative to reap the benefits. If you don’t, you will have the exact opposite effect of what you were striving for. Bad word of mouth. We’ve all seen those ads. A loud groan comes out of the crowd at the spots completion. Not quite living up to its potential. Not only did you waste your millions dollars, you’re getting negative word of mouth that will unravel your brand. Be smart, be funny, be entertaining. But remember to reinforce your brand and pay off the message. Do it in a relevant, interesting way. And you'll be the one holding the trophy...

Monday, November 5, 2007


: Sherrie Perkovich

With so many companies out there vying for their respective audience’s attention, you would think that they would want to differentiate themselves…you know, pull away from the pack. You know from my previous blogs that I’m not talking about bad publicity or running around like a headless chicken suffering from tennis elbow. No, I’m talking about finding out the true point of difference in your company/product/brand, and sticking to it. And communicating it in a clever, relevant way that makes your audience take notice and respond.

I’ll pick on the tech sector. When you’ve got as much money as the HPs, Dells and IBMs of the world, why is it that nearly all of their advertising (aside from maybe TV) all looks the same. It’s wasting money advertising a catalog all over the country and all over the world. And I’ll one up that…

Today’s American business place is saturated by small to medium sized businesses. Those tech giants know that they need computers. According to American City Business Journals, there are over 6.7 million companies sized 1-19 employees*. One would think that these tech companies would want to spend a little money differentiating themselves. Instead they are arm wrestling to see who can go lower with price and who can look more like the next guy.

Headline…insert small business here. Switch headline…insert enterprise here. Switch headline…insert home office here. Instead of wasting money looking exactly like the next guy, put those dollars towards developing a true, unique and relative program/products designed specifically for small businesses.

*City Business Journals
, The Pulse of American Business (March 2004)