Author / adam

by adam

Display Advertising Shows Signs of Life

I always like to capture ideas and campaigns here that really catch my eye and provide inspiration.  Here are two banner ads that challenge the notion that this industry has nothing left in it.  They show that the right mix of creativity, humor and humility for the knowledge an end-user has about the space can create a vibrant ad.  Most importantly: they engage better than, well any other banner ad I’ve seen.  I’d imagine, like me, anyone in the interactive marketing industry would look at both these and say, “I wish I’d thought of that.”

Pringles

First up is an ad from Pringles. I couldn’t click just once. (OK, I know that’s a headnod to the Lay’s campaign, but it’s for potato chips too).  I heard about it via AdFreak – key quote:

I appreciate that it isn’t flashing horrible circus colors and promising me a free Xbox or a spyware-laden “virus scan.”

It’s actually quite funny, and no surprise it recently won awards.  The one here is embedded – you can click right here and no I don’t get any referrals for your clicks.

Volkswagen

The second ad was covered in Adweek’s TweetFreak a couple weeks ago.  This ad for Volkswagen integrates Twitter directly in the ad, scanning recent tweets for terms used and then recommending a car that is right for you.  This one is not embedded – click through to a page where you can put in a Twitter ID to see the results.

Volkwagen Twitter Ad

Of course I like the idea of integrating Twitter in a creative way – it’s trailblazing with new platforms and technologies – but I would be curious to see some of the metrics around both of these campaigns.  Any others that strike you as compelling or inspirational?

Bonus: An Offline Ad Can Inspire Too

Proving that technology, location and creativity can create a compelling mix, here’s another Cannes Lion award winner that could inspire loads of guerilla marketing ideas – imagine what Times Square could be like in New York City if all of the ads responded to what happened in front of them.  Hat tip to copyranter and @dschutzsmith for sharing.

AIdomesticviolence

UPDATE: For a lot more insight on the Pringles ad (not to mention some very useful resources on Pharma and social media) directly from the source agency that created the ad, see the post “What Pharma Can Learn from Pringles” from Jonathan Richman.

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by adam

How Twitter and Social Networks Can Make History

ideaEvery once in awhile a video comes along that inspires thought and challenges assumptions.  This video of internet guru Clay Shirky speaking as part of the TED series is no exception.  From the advent of the printing press to modern community platforms, Shirky uses stories from China, Iran, the Obama campaign, and other political uprisings to demonstrate the power of Facebook, text messaging and Twitter to make a real impact.  This is worth the watch.

(Thanks to David Armano for sharing this on Twitter.  Feed subscribers please click through to see the video).

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by adam

Why Everyone Should Fly Virgin America

VirginAmericaOK, this is one of those “you won’t believe me until you try it” moments. (For some it’s a “I’m not surprised, welcome to the club” moment).  I had a client presentation opportunity come up in Los Angeles and dreaded booking the 6 hour flight from Boston. VirginAmerica to the rescue.  On top of a relatively cheap fare and no line at Logan airport in Boston, the following points demonstrate VirginAmerica’s smart response to business travelers:

  • Fast and reliable wifi ($12.95 for a day, but worth every penny to be connected).
  • AC power outlet in seats.
  • Movies and TV on demand in your seat.  I was able to pause a movie to finish a chat over IM.
  • Food and drink orderable via your seat kiosk.
  • Headphone jack that fits the normal headsets everyone carries.
  • The opening video on safety started with “for the .001% of you who have never operated a seatbelt before, it works like this…” – full of humor (it’s a cartoon) but still appropriate.  I can’t think of the last time I paid attention to these videos.
  • Courteous employees left and right.

Because of these things I was able to write this post from 35,000 feet, somewhere over Kansas I think.  I was also able to keep up with work email, catch up to Ken Burbary via Google Chat, follow the MarketingProfs B2B conference on Twitter, book a future flight and hotel room with my travel agent, check in on the Rosetta Yammer network and watch Gran Torino.  It’s a good news/bad news about being able to stay connected – either way I made very productive use of the time.

The bottom line: What a great experience.  No, I’m not on their payroll, but whoever is designing this airline probably worked at Zappos.  I fly just about every week on at least two flights, and this would make a substantial difference if I could have these amenities all of the time.  Flown them yet?  Have one better?  I’d love to hear about it.

Last quick story: During the flight I was on Twitter and read this article shared by a few people about using Twitter and Facebook to find a job, and noticed the primary person interviewed was Rosetta’s own Brian Ward.  While I was somewhere over Pennsylvania I was able to get a hold of him and let him know the article ran, so he found out through Twitter with an assist from VirginAmerica.  Sweet.

Did I mention VirginAmerica is on Twitter?  They are listening and responding too.

UPDATE: Here is the inflight video I mentioned (thanks to the comments below).  Tell me it’s not memorable – 275K+ views on YouTube?

Photo credit: joits via flickr

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by adam

The First Day of School

Nerves. Jitters. Fear. Anxiety. Exhilaration.

All elements that make the first day of school unique and memorable.   My dad recently went through a similar first – branching out on his own as an enterpreneur to found Marketing Essentials International.  Fortunately he’s got forty years in the photography business to leverage, including nearly two decades at Polaroid, twelve years as the CEO of Hasselblad, a startup during the dot-com boom and most recently as head of Rangefinder Publishing (organizers of WPPI, the well known industry event for wedding and pro photographers).  Videographer Ron Dawson captured the authenticity and emotions of first starting out on your own.  Thanks Ron for this well produced and insightful video and for providing a great inspiration… Not to mention: Hey, it’s my dad.  [MEI’s first event, Skip’s Summer School, is August 16-19 in Las Vegas and worth the consideration for all photographers looking to learn from the best.]

(Subscribers via feed please click through to see the video.)

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by adam

How to Show The Value of Twitter In 2 Minutes or Less

2170597742_77181240ccTwitter is not a service that will appeal to everyone.  Allegedly 60% of Twitter users leave after the first month (although this doesn’t include those who switch to desktop apps like Tweetdeck).  I’d argue it’s because they only have Oprah and Ashton Kutcher showing them the ropes and need some better guidance; Twitter is intuitive to use but not to build a network or get the most value out of it.  Here are some simple steps to show someone the value of Twitter.

  1. Pick a topic the person is passionate about.
  2. Go to http://search.twitter.com and run a search on the term.
  3. Find an interesting tweet or post about the topic, and click through to the profile of the person who posted it.  If the profile looks interesting, follow that person.  Follow a few folks like this.
  4. Start a conversation, reply to one of the posts as if you had started a conversation in line at the supermarket.
  5. Look for someone sharing a useful website or blog post related to the topic, click through to the blog and consider subscribing to it.  Maybe reply to the author via comment or back on Twitter to let them know what you thought.
  6. Spend a few minutes in the conversation and see what happens.  Try again the next day.
  7. Repeat.

Within a few minutes you’ll likely get valuable content and conversation to you, relevant to a topic you are interested in.  You might even find a job listing.  I just tried this approach on 3 people – using photography, user experience and summer camp – and went 3 for 3 on “wows.”  New to Twitter? Let me know if this helps.  Twitter veteran? What else would you recommend to get someone started?

ps. Try “ball bearings” – you’ll find manufacturing suppliers, engineers, and people who like Fletch.

photo credit: 2create via Flickr

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by adam

10 Business Development Tips from the Master of the Obvious

usedcarsalesChances are you’ve been part of a sales pitch – a meeting to demonstrate your product or capabilities with a potential buyer.  In my career I’ve been involved in many – both as the discussion leader, as I would prefer to call it, and as the audience.  Several months ago I was part of a call with a social media technology vendor that went badly.  Very badly.  I captured my thoughts on Twitter at the time, and a recent similar experience caused me to go dig these up.  Due to karma, Murphy’s Law and several other corollaries my next presentation is likely to flop, but I still thought this was worth capturing.  All of these measures actually happened in one meeting. For online business marketing visit to Abrc website here you get all information about business marketing.

Ten Business Development Tips from the Master of the Obvious

1. Don’t focus on previous clients that barely used your services many years ago. Lead with the best examples and case studies.

2. If you’re new to the company and the one delivering the presentation, don’t play the “I’m new” card every other sentence.

3. If you have multiple product or service offerings, don’t open with the ancillary ones – focus on the meat first, especially if it is the foundation for the others.

4. If you are a software vendor and include screen shots, don’t put in ones that are blurry. A live demo is usually better anyways even though it can be more challenging to arrange.

5. If you are a software vendor don’t ever say the phrase:  “I’m not sure what this does.” For the best software development do visit us.

6. Here’s another phrase to avoid:  “We haven’t found a client who likes this yet.”

7. When you share a recent example of client work, don’t start with what went wrong on the project.

8. Don’t be afraid to say “I don’t know, but I’ll get back to you.” It’s way better than making up an answer and the follow-up opportunity allows another contact or inquiry.  I’d rather hear a confident “I don’t know” with a follow-up than a wishy-washy explanation.

9. When sharing who your business partners are, don’t start listing partners you are no longer partnering with. (Wow)

10. When you schedule a software demo (aside from screenshots mentioned in #4) have someone available who knows the product.  Either be that person or have an engineer on the call.

Thanks for listening to me vent – we all learn lessons the hard way sometimes.  Any other tips the Master of the Obvious would be proud of?

Photo credit: bonkedproducer via Flickr

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by adam

Is User Generated Content the New Campaign Standard?

terminateyourselfTwo recent movie promotional campaigns do a great job combining the storyline, user photos and content (not to mention the ability to share that content easily on networks like Facebook).  They’re fun, easy to use and engage the user in more than just an online impression.  Has this become the new standard for interactive marketing?

First, the site Terminate Yourself (http://www.terminateyourself.com) promotes the new Terminator Salvation coming out on May 21.  The site allows you to upload a picture (or take one via webcam on the spot, which I think is the best part) and then customize the “damage” to yield a photo.  Simple, effective, and potentially viral.  What is intriguing is a lack of big corporate sponsorship, unlike the Star Trek Counterpart.

Star Trek’s marketing team partners with Cheez-It to deliver Trek Yourself (http://www.trekyourself.com).  While more feature rich, it can take time to load and process making it slightly more cumbersome.  After uploading a picture, you select a character, a soundbite (custom text allowed, which is pretty slick), and a background, and you’ve got a moving, living image you can embed anywhere.  I’d say this site is much more robust than the first example, but both are good at accomplishing promotional goals and leveraging user generated content to drive results.

As an agency, we’ve done work on these campaigns in the past (most recently for client Nationwide on the Sanjaya-ize Me site).  They can be fun, effective ways of engaging people online and can have at least a good shot of creating viral success.  I think the Simpsons site is still the best example out there though.  What do you think?  Have any other good examples that get the concept right? (For those reading via feed, please click through to see the example).

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