Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

16 January 2012

Epic Fail Snail Mail

If you wanted to promote something that was better than ever, especially high definition television, you certainly wouldn’t like to use a piece of snail mail that wound up in your humble e-scribbler’s snail mailbox looking like this:

bad mass mail

The ultimate HD experience does not mean heavy water damage and tattered edges all the way around.

Amazing.

- srbp -

15 September 2011

There are no free lunches #nlpoli

Heard that before, right?

And it’s true.

Just because it is true - and most adults know it is true – doesn’t mean that all of them still aren’t willing to crave a free gnosh.

And not just lunches.

Free anything.

One of the oldest marketing ploys around is the old BOGOF:  buy one, get one free.  One of them really isn’t free.  You just think it is.

Still.

See that BOGOF over there.

You know you want one.

Go on.

See?  Told ya.

As in life, so in politics.

Free sells big.

Free education is the ticket for the province’s New Democrats in this election.  They are aiming heavily at the student vote. The provincial Dippers hope young people will work voting miracles.

So they are promising them free education.

And when they’d finished announcing that policy, they announced that they would actually phase it in.

First would come more grant money.

And eventually education would be free.

Give the Dippers your vote, the one you got for nothing in the first place, and they will deliver you free education.

Eventually.

Like four or five years from now after you’ve finished your degree.

And only if they accidentally accumulate enough credits to form a government first.

But that’s just details. 

Look.

Vote one, get one!

Free!

And free is really popular.  You can tell because the Canadian Federation of Students - a completely impartial group  the DNP loathes -  released a poll on Wednesday confirming for those who remained doubtful that fully 84% of those surveyed in the province thought free tuition was an amazingly, wonderfully great idea.

Coincidences are wonderful too, aren’t they?

Anyway, this Harris-Decima poll is a penetrating insight into the friggin’ obvious. People love freebies.

Just so there’s no misunderstanding, you have to hand it to both the Dippers and the CFS for coming up with a bit of retail politicking that plays to a potentially important voter segment for them. 

Education is one of the big issues for people.  We know that from the quarterly government polling that some people have pried out of government under access to information laws.

And this fake free lunch thing is exactly the sort of freebie that can get some headlines, generate some interest and hopefully not cause people to think too hard.  it’s simple enough that people can get the full impact of the NDP message in two words;  free education.

They just have to pray to the deity of their choice – for those who aren’t atheists – that no one thinks about the whole thing for two long.

For starters, people would realise that the NDP have to win this election to collect on the vote sell-off implicit in the NDP offer.  Since the NDP are actually campaigning for the Tories to win, that’s gonna be a hard one to collect.

Then there’s that whole free lunch thing.  “Free tuition” would actually be paid out of tax dollars.  And if it turns into increased cash to universities and colleges and grants to students for living allowances,  that ‘free’ is going to get quite expensive.

Forget tax cuts.

Forget spending more on other areas people want to see action on, like health care.

And if that wasn’t painful enough, consider that at the heart of the provincial NDP policy, they are really talking about having taxpayers in this province give a free education to people from anywhere but here as well.

There really are no free lunches.

But marketing like the Dippers are using just wants you to turn off the rational part of your brain for a long enough to cast a vote.

Just think of the free education policy as the spindly super vacuum that runs on double A batteries but sucks better than a Dyson and didn’t break a few weeks after the Canada Post truck dropped it off.

You got two for the low price of $49.95 or whatever it was.  You just had to pay the separate shipping and handling for both.

Same basic marketing premise.

- srbp -

18 August 2011

Abercrombie offers cash for “Jersey Shore” to stop wearing brand

How valuable is a brand?

Well, apparently their brand is so valuable that Abercrombie & Fitch is willing to pay the cast of “Jersey Shore” sizeable amounts of cash in order to stop them from wearing Abercrombie clothes on air, according to cnn.com.

"We are deeply concerned that Mr. [Mike] Sorrentino's association with our brand could cause significant damage to our image. We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans," an Abercrombie & Fitch spokesperson said in a statement. "We have also extended this offer to other members of the cast, and are urgently waiting a response."

Cast members tweeted comments ridiculing the offer, according to msnbc.com:

Paul “DJ Pauly D” Delvecchio had his own comment, calling the brand out on Twitter for reportedly previously selling shirts with the “Jersey Shore” gang’s famous catch phrase – GTL – gym, tan, and laundry.

“Hmmm if They Don’t Want Us To Wear Those Clothes Why Make GTL Shirts #yourPRsux,” he wrote, tweeting to a picture of an Abercrombie & Fitch T-shirt with “GTL” stamped on it above the word “Fitch.”

-srbp -

22 July 2008

Authentic

No sweat to tell the difference between a public relations professional who knows how to use the tools to do the job compared with well, the opposite.

On the opposite side, we have this ham-fisted piece of nonsense from the company doing advertising for the Government of Newfoundland and Labrador. Incidentally, the ham-fist is not the billboard on the Gardiner.

Then compare it to Joseph Thornley's personal pictures from a recent holiday in Prince Edward Island. Sure he used it as a means to talk about how easily he uploaded the great photos to his blog and to Flickr, but what he is telling is a simple story of someone who went to the Island, had a great time, took gorgeous pictures and then uploaded them to the Internet complete with geotags.

I uploaded about 100 pictures of the attractions and historic areas of Charlottetown, North Rustico Harbour (the epitome of a Canadian east coast village), the beaches and cliffs of Prince Edward Island Park (look for the picture of the fox that trotted right up to our car while holding a rabbit in its mouth) and, of course, Green Gables (if you’re the parent of a girl, you’ll know what that is.)

I uploaded photos from my flickr page directly to PlanetEye. It was simple. Took about 2 minutes for each batch of 20 to 25 pictures. And then the geotagging worked perfectly. I simply dragged and dropped my photos onto a map in the location where I’d taken them.

The difference between the two approaches is a simple word: authentic. Thornley's experience carries with it all the credibility of someone who has actually been there and done it. There's a story to be told here and the pictures are part of the whole thing.

Now theoretically, he could be working for the PEI tourism department or the software companies he mentions but nothing on the site would suggest he is. Ethically he'd be obliged to disclose such a connection and base don a number of factors, including the fact he doesn't comment on the issue, it's a reasonable assumption that he isn't. Note that one of Thornley's viewers chides him about the software developer.

Even after a suspicious mind has gone to that point and returned, you come back to the integrity and the sincerity of the post.

His last line, which will be seen by thousands in exactly the demographic Islanders are looking to hit, says it all:

If you’re interested in an unspoiled place for a summer vacation, take a look at Charlottetown on PlanetEye or at my Charlottetown photo set on Flickr .
A simple call to action - for you marketers out there - and the links are left in it so you can act, just as Thornley would have wanted.

Compare that to the other thing. There was a conventional media story in the billboard. The thing would have to be pitched and worked to get coverage.

A n Internet search turned up this story online, albeit in a media trade publication. There's another mention, again from a trade publication that focus es on the agency and not the client. The Telly had a picture on July 11. Notice this story appeared the very same day as the release, suggesting it was organized ahead of time.

There might be other stuff but it sure as heck isn't turning up online where the video and the story of the billboard had a chance to go truly viral.

If handled properly.

And that's the catch.

This was a potentially hot new media story, completely with daily blog posts about the development, complete with amateur video done by the creators as they were doing it. Three weeks worth of material is stuff most blogs would kill for, especially stuff as compelling as that. When you combine the story inherent in the billboard production with the authentic flavour of a local artist hired to complete the work you have a truly delightful tale that tells itself.

And seriously, except in a world where agency self-stroking is the goal, the trade pubs that showed up in the search are useless to accomplishing the client goal of boosting the number of people who don't usually come this way headed to the farthest eastern airports in the country.

It's not like the record on this over the past couple of years has been anything to write home about, although plenty has been written and spoken at home about it.

Throwing more cash into tourism advertising isn't necessarily the way to go in a highly competitive market at a time when it's tough to get people to travel.

Being genuinely creative in your approach - being authentic - sure can make a difference. As the great advertising persuader put it, authenticity helps break through the wall of cynicism about advertising generally.

It's easy to talk about authenticity, but sometimes it's pretty obvious that some people don't get what the word means.

-srbp-