: 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!
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Thursday, March 29, 2012
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.
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, 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....
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.
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...
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...
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