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June 2006
May 31, 2006
Even as consumers grow increasingly cynical about seeing products in use by
on-screen characters, product placement keeps bouncing along behind them like a big, persistent dog. Now, an entire season of programming has been conceived around a single
sponsor, an online dating service. Here’s the story, from The New York
Times:
Advertising
copywriter blog link
So we have seen the resurrection of Soapland, James Thurber’s informed, informal history of the radio soap opera. (Read it in The Beast in Me and Other Animals.)
The problem today, is that audiences evolve faster than advertising. As soon
as an opportunity seems to present itself, the time to take advantage of it has
past. It’s just like the mobile minutes giveaway I talked about yesterday: if
the creative doesn’t connect, then the message stalls regardless of the
delivery medium.
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May 30, 2006
This smells like a press release, but it’s still an interesting tactic. Virgin
Mobile is giving free air time contingent upon the user viewing – and
answering questions about – a mobile ad. Here’s the “story,” from Yahoo! News
(UK & Ireland):
Advertising
copywriter blog link
So far, Pepsi and Xbox have signed on as advertisers. This is an intriguing, highly targeted way to buy the love. It’s also sensitive to the teen crowd’s finely tuned spam radar. And, it could prove to be highly economical as well, wholesale airtime minutes being as cheap as they are valuable.
However, I suspect that teens are way ahead of the advertisers. If they don’t
have answer sites set up already, they soon will have. So the corporate attempt
to confirm ad engagement will be quickly nullified. Unless, that is, the
creative itself is compelling. So, even with this new-media channel, and this
innovative twist on its implementation, success still boils down to delivering a
good ad.
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May 29, 2006
Young creative professionals are finding increasing job security in working for
themselves, making the transition directly from college to freelance to ad
agency ownership. Here’s the story, from the Richmond Times-Dispatch
(VA):
Advertising
copywriter blog link
Welcome to the new economy. The advertising industry was always notorious for its turnover. But now, ad agency jobs are not even seen as worthwhile stepping stones on the path to greater knowledge.
In the short term, this is a lose-lose proposition for the entire industry. Ad agencies will lose the fresh thinking of people unencumbered by traditional views of advertising and media. And those young people will lose the marketing discipline and mentorship of traditional marketers. Get set for another round of rising and falling agencies and lots of hip new agencies making tired old marketing mistakes anew.
But in the long term, this could give the industry a much-needed shake. In the end, those hip new shops will either learn marketing discipline, or fail. In the end those established ad agencies will either integrate new ways of thinking about advertising, or fail. And, in the end, advertising will get better.
Like I keep saying, this is an exciting time to be in advertising!
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May 28, 2006
It’s Memorial Day weekend, and here’s the story behind one of the
iconic brands of summer, Weber barbecue grills, from the Associated Press via my hometown San Diego
Union-Tribune (CA):
Advertising
copywriter blog link
The Weber grill has been a design icon for so long, it’s hard to
remember (if you remember at all) that barbecue grills used to be shallow,
pan-like things. And, while some foods taste better grilled directly (in my
opinion, steaks do better directly with the direct heat of a cast-iron hibachi
style grill), Weber successfully created a whole new category of outdoor cooking
with a devoted band of intensely brand-loyal devotees. But, it took a lot of
time and effort to do it. And, maintaining the brand today is as much a function
of engineering and manufacturing as marketing.
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May 26, 2006
A reporter talks to a few ad agency partners and creative directors about
changes in the advertising environment. Here’s what they said,
from the Rochester Democrat & Chronicle (Rochester, NY):
Advertising
copywriter blog link
Key change: the consumer is in control. Key solution to handle that change: research. Key quote:
“It’s about an emotional connection,” said Carrie Riby, Roberts’ media director. “The better you know the audience, the better you can know the connection.”
This spells the end of the trend that we called in the 1980s “creative
irrelevance” (a term which, even then, was more smokescreen than tactic). Now,
the name of the game is connection, engagement, interaction – and while the
approach to those desired actions may be indirect, it cannot be
irrelevant.
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May 25, 2006
WFNX, an alternative rock radio station in Boston, is going temporarily commercial-free,
sorta. Instead of commercials, there will be on-air mentions of Snapple, the
station’s sole
sponsor. Here’s the story, from the New York
Times:
Advertising
copywriter blog link
For 40 days between Memorial Day and the Fourth of July, Snapple owns the broadcast. The original pitch was to do this for a year, but the station refused. The sponsorship is tied to promotions including free concerts, giveaways, and an online push that includes a dedicated website with downloadable music and ringtones.
So here’s a non-traditional way to use traditional media. It’s been
done before in print, and in a more-limited way on television, but this may be a
first in radio. Very cool!
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May 24, 2006
In the past, I’ve criticized General Motors for their marketing efforts. But now, GM
launches a truly brilliant idea: rebates on selected vehicles based on the price of gas. Here’s
the story, from the Associated Press via my hometown San Diego Union-Tribune (CA):
Advertising
copywriter blog link
This is the right promotion at the right time. It would be hard to think of a more exquisitely timed rebate offer than GM offering a fuel rebate in California right before summer. But, the AP reporter missed some things that elevate this from a very good marketing ploy to a brilliant one.
First, it may reduce the average rebate cost per customer. Let’s say you buy a new GM car that averages 19 miles per gallon of gasoline (which is pretty bad), and you drive, oh, 12,000 miles per year. That means you’ll use about 632 gallons of gas during the 12-month rebate period. Let’s say the price of a gallon of gas averages $4 per gallon over the course of those 12 months (that’s about 60 cents higher than current prices). GM will cover the spread over $1.99 per gallon: that’s a rebate of $2.01 per gallon. Or, $1,270 and change over the course of the year. Buy a car that averages 25 mpg, and your total rebate for that same equation drops to about $965. So, not only is the rebate amount smaller than other incentive offers, but it’s paid incrementally which saves GM even more. However, the costs of managing it probably go up.
But, even that’s a gain for GM, and here’s where the program is scary-brilliant. How does GM know how many miles you’re driving in order to calculate your rebate? Through their OnStar navigation/diagnostic/tracking service. So, GM will get real-time data showing how people’s driving habits change with the cost of gasoline, during a period when gas prices are likely to be most volatile. The value of this data? Priceless in terms of downstream product development and marketing.
Second, the rebate is paid through a GM debit card. So, GM will also get shopping data. Not what people say they’ll buy, but what they actually spend money on. Again, this will be real-time data. And, again, priceless in terms of target market research.
Third, the debit card program opens the door to monthly customer contact at minimum, plus the opportunity to offer subsidiary and affiliate promotions which can be used in-house or resold. (You know, use your GM debit card at Whatever Co. and get a discount, or another rebate, or bonus points.) The mind reels at the possibilities.
Finally, from a branding perspective, kicking in gas money connects with customers in a direct, personal way. It looks helpful rather than desperate, personal rather than corporate. Very cool.
GM may have the wrong cars right now, but by golly this could be the right
way to sell ’em.
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May 23, 2006
What company is on the cutting edge of buzz? Why, none other than packaged goods
giant Proctor & Gamble Co. Here’s the story about Vocalpoint, P&G’s
in-house buzz marketing agency, from BusinessWeek:
Advertising
copywriter blog link
With an army of 600,000 moms, Vocalpoint is a key marketing tool for P&G. Much of its operation is already fine-tuned from P&G’s experience with Tremor, its in-house buzz generator aimed at teens. So, it’s a tight ship.
What’s cool: the marketing message delivered through word-of-mouth differs from the message for the same product delivered through traditional media channels. The foaming dishwashing soap is a perfect example. On mainstream media the advertising message focused on grease-cutting. The word-of-mouth message focused on making dishwashing fun so kids would help with chores. See, P&G doesn’t just adapt its advertising message to the word-of-mouth channel. It develops a separate, authentic message, designed from the ground up to work in a peer-to-peer environment. We’re talking about P&G so a lot of research goes into this. P&G is way ahead of the curve in using the message to manage its buzz.
The downside, as the article explores, is the commercialization of human relationships. At what point do you take everything a friend or associate says with a grain of salt?
I think that point is now, at least in the online world. If I receive an email or IM “invitation from a friend” related to a product or service, my automatic assumption is that the sender must’ve gotten a discount or points or something for referring me. A well-crafted ad has a better chance of getting through the cynicism filter.
Thomas Jefferson said “advertising contains the only truth to be relied
on in a newspaper.” That’s about to be true across all channels of
communication. Coming soon: the resurrection of traditional advertising!
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May 22, 2006
Here are some tips for creating a dominant hotel website, from Hospitality Net (The Netherlands):
Advertising
copywriter blog link
Almost all these tips are applicable to any website. And you know what’s the common thread through several of the nine tips? It’s the investment in persuasive copywriting. As the author says, at least twice to make sure you get it, “photos create interest, but text sells.”
Why, I couldn’t have said it better myself.
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May 19, 2006
Creative Technology, a Singapore-based maker of MP3 players and PC sound cards, sued Apple for
infringing on its user interface design. Apple fired back today with an
infringement suit of its own. And, obscured by the claims and counter-claims, is
the story of a brand
on its way down. Here’s the story, from the Financial Times (UK) via MSNBC
Business News:
Advertising
copywriter blog link
Look at what Creative Technology is blaming for its record-breaking financial losses: high inventory and low profits. Then look what I said about the situation 20 months ago, on October 28 2004:
Okay, got the picture? Revenue is up. Sales are up. Operating costs are up. Inventory is way up. Profits are down. Selling ever-increasing numbers of widgets at ever-decreasing margins is a cash flow death spiral. The solution, to me, has to include increasing margins on sales and reducing depreciating inventory. Advertising just can’t do it all.
Six months later, on April 22 2005, I commented on the company’s attempt to buy market share by slashing profitability: “trading profitability for market share rarely works on the consumer level, especially in a case like this, where there isn’t much profit to trade.”
The brand, the one corporate asset that might have helped increase margins, has been squandered.
So, basically, everything is going exactly as it should. Right down the
tubes.
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May 18, 2006
Product placement is getting more intrusive, and screenwriters want either more
control or a bigger piece of the action. Here’s the story, from the
Associated Press via my hometown San Diego Union-Tribune (CA):
Advertising
copywriter blog link
The thing is, product placement is already behind the curve. (In fact, I called it such back on December 4 2003, nearly three years ago). Viewers are far, far ahead of advertisers; by catching on, they’ve negated the persuasiveness of seeing their favorite stars using a particular product, regardless of context. The viewer’s assumption today, is that if a product is in a scene, it paid to be there, even when it didn’t.
I went over all of this on November 16 and 22 2005. The reason television advertising viewership is down, is because television programming viewership is down. Throwing ever-increasing product “exposure” at an ever-decreasing audience is a formula for failure. Toss in rising fees, and you’ve just about put the final nail in the coffin, even as brands and ad agencies rush to grab relics from the body.
Meanwhile, the opportunity for truly creative, entertaining, engaging
advertising is wide open, eternally fresh and new and unexpected.
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May 17, 2006
Google tops the list of favorite brands in the UK. Here’s the story,
from ZDNet UK:
Advertising
copywriter blog link
The second-favorite brand was Tesco, a mega-supermarket. Third was Nokia, which seems to be working its way back into favor. eBay was fourth. And, dredged from the bottom of the list, was Pot Noodle, a dried pasta food product that, like Top Ramen here in the States, seems to have found a niche with impoverished but hungry students.
I’d like to focus just for a moment on that “most-hated brand.” It seems to me that, far from being universally despised, Pot Noodle must have a defined, entrenched, and mostly positive image within an influential population (those impoverished but hungry students).
The fate of a truly hated brand is to be ignored. Having the brand that
people love to hate is very nearly as good as having the brand that people love
to love; maybe better because more real emotion is attached to it over the long
haul. Chalk that one up to the peculiarity of the human critter.
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May 16, 2006
A new study of retail marketing to young people, from Forrester Research,
reveals some surprises even as it validates the obvious. Here’s the story,
from E-Commerce Times (Encino, CA):
Advertising
copywriter blog link
Validated obvious bits: the web is essential, as are social networking, mobile media channels, and search.
Surprises: that there are important differences in the buying habits of those
under 18 and those 18-21. For instance, older teens are more likely than younger
teens to combine online search with offline purchase; a behavior I’d say is
more about having a car than anything to do with age. And, that these young
consumers can be brand loyal, as long as both the brand and the product have
long-term value. They recognize fads as fads even as they buy into them, which
is interesting from a marketing and branding perspective because it means that
hot trends are commoditized concurrently with becoming hot trends. So,
the youth branding challenge with a fashion accessory is very different from the
challenge with, say, detergent, regardless of price.
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May 15, 2006
Here’s a rebuttal to the ad trend toward using man-eating women as a way to be
hip, from The Girls of 3iYing (a marketing firm specializing in
targeting young women) via Yahoo! News:
Advertising
copywriter blog link
I don’t normally link to columns that are in part publicity exercises, but this one is worth reading, even if it is preaching to the choir. Reversing a cliché produces merely another cliché. And, if the original image was not liked, the reversed image is not likely to be liked either.
Granted, this tactic isn’t about likeability; it’s about getting attention. However, it also paints these brands into a corner when it comes to extending the message into a meaningful dialog with customers and potential customers. As such, it fails to garner attention in such a way as to be an effective advertising ploy.
It’s based on a common creative exercise: inverting a common situation.
(Some examples, for dog food: maybe the dog feeds the owner, or the dog buys the food,
or the dog makes the owner do tricks, or – well, you get the drift.) So,
this was the kind of concept that you bang out in the first few minutes. But
then, and here’s the missing link, if you want to flesh it out, you have to
push past the easy shots. The concept must connect authentically and
emotionally, or it should stay on the notepad.
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May 14, 2006
Corporate merger myopia strikes again. ConocoPhillips, the oil giant that now
owns the Union 76 brand, is ditching the iconic orange and blue 76 balls. Here’s
the story, from the Los Angeles Times (CA) via KTLA.com (CA):
Advertising
copywriter blog link
Well, this is just sad. Some C-level bean-counter utterly failed to take into account the value of an iconic brand, so now the brand is vanishing. It’s probably too late to point out that gas station customers don’t care about corporations, and in fact probably get irked when they’re reminded about them. This is the wrong marketing decision, for the wrong reasons.
Anyway, what’s cool about the article, is the story about how the icon was developed. It wasn’t a logo project. It wasn’t a branding project. It started in 1961, as a simple signage project to accompany a sky tram at the World’s Fair. Young & Rubicam art director Ray Pedersen developed the sign, and almost got fired because he spent $50,000 to do it, which was a lot of money in 1961. I absolutely love his reply to the outraged account executive who called him on the carpet demanding to know what he was doing: “I’m hanging a sign, man!”
And how!
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May 12, 2006
A One Show entry gets spanked for its similarity to a previous award-winner. Here’s
the story, from Agencysfaqs! (Mumbai, India):
Advertising
copywriter blog link
Similar message. Similar creative execution. Proof that there are no original ideas.
However, the thing that really got the later entry in trouble, was that both concepts were based on a tree visual. Really. Think of all the progressive ads, brochures, mailers, printed pieces, and even television and radio commercials that have been done over the years. You know, where the key visual starts out one way then sequentially changes. I know I’ve done a few of them, long before either of these efforts got into the One Show; the inspirational seed for one of my pieces was probably planted by The Giving Tree by Shel Silverstein (1964). Which, wait a second, also featured a tree which gave and gave until there was nothing left! Both of these creative teams ripped off Silverstein! We all did!
I think some people have gotten a bit precious here.
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May 11, 2006
Consumer-generated advertising is the technique du jour. Here’s a good
summary from The New York Times via the International Herald Tribune
(FR):
Advertising
copywriter blog link
Done right, consumer-generated ads are a great way for customers to engage with the brand, reinforcing and even embedding it into their personal culture.
Done wrong, consumer-generated ads are self-gratifying, insular, and just plain bad. And, I’ve seen as many bad, off-target, masturbatory ads created by amateurs as by ad agencies. More, in fact, perhaps because at an ad agency, someone would have the know-how and guts to call baloney when they see it.
Thoughtfulness in communication is not something that can be replaced by
technology, no matter who creates the ad.
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May 10, 2006
Some advertising really is crap. Well, fake crap. Here’s the
story, from The Sydney Morning Herald (AUS):
Advertising
copywriter blog link
An ad agency in Australia is scattering plastic dog poops carrying tiny flags with the logo and website of an aquarium store. Well, isn’t that precious. I have a number of problems with the concept.
First, I don’t think it’ll be noticed in the wild, except as an eyesore. Tiny flags on plastic dog poop? Sorry, but people don’t look at stray piles of poop carefully enough to do anything more than walk around it.
Second, using an advertising vehicle that people will actively avoid is a doubtful media strategy.
Third, placing the message on a tiny flag, unreadable at walking eye-height, doesn’t strike me as effective communication.
See, the flag protest thing worked because the protesters used an icon that was instantly recognizable, and the medium was part of the message rather than contrary to it. You didn’t have to read it to understand it. Like the message or not, it was a brilliant piece of communication.
I think this is another example of an execution that’s more about
building buzz for the creative than results for the client.
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May 9, 2006
Dell market share is down, along with profits as low-priced machines fail to
draw customers. Here’s
the story, from the New York Times News Service via my hometown San
Diego Union-Tribune (CA):
Advertising
copywriter blog link
Hey, investor pressure adversely affects market share! Hey, discounts aren’t enough to gain or even to support market share! Yet another company comes up against the challenge of marketing that misses the market.
Dell’s challenge, though, to hold market share while simultaneously appeasing shareholders, is a no-win situation as long as those shareholders insist on constant short-term gains. And, buying the love doesn’t work if the rest of the love – the support and service – aren’t up to par. In cars, GM learned this last year, and is apparently set to learn it all over again.
Meanwhile, there’s Lenovo, which was not even mentioned in this article. Lenovo is the Chinese computer giant which purchased IBM’s personal computer business and the ThinkPad brand. ThinkPad laptops are generally not available at a discount. And that seems to be Lenovo’s strategy: to go for the heavy-duty business user and expand market share from that position. With Dell, HP, Toshiba and Gateway fighting over scraps in the consumer market, and second tier brands like Acer undercutting those, and Apple coming in, it’s wise for Lenovo to avoid the fray.
In this mix, it’s now the Chinese company that understands that
exchanging brand equity for short-term shareholder or share-of-market gains is
not a good deal for either. That does not bode well for American business.
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May 8, 2006
A graphic illustration (ahem) showing what happens when counter-culture goes corporate.
Giant retailer Wal-Mart is moving to trademark, of all things, the yellow smiley
face. Here’s
the story, from BBC News:
Advertising
copywriter blog link
While I agree that Wal-Mart has put a substantial investment into associating the smiley face with its brand, I disagree that it should then be able to acquire the trademark through association. It would be like Apple Computer seeking trademark protection for the use of silhouettes. Just as you can’t trademark a technique, I don’t think you should be able to trademark a pop icon that was hitherto unrelated to one’s brand.
In the case of Wal-Mart, I think the investment is the protection.
Anyone seeing a smiley face in association with retail will think of Wal-Mart.
There is little to be gained – and much goodwill to be lost – by
seeking legal ownership of that which most of us would consider public property,
and therefore partly our own.
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May 4, 2006
More radio stations are moving to an advertising format based on 30-second
spots, claiming the same or greater effectiveness at a slightly lower cost than
:60s. Now, a Philadelphia professor of marketing has done a study to see if
those claims hold up to testing. Here’s the press release, from Academy Communications (Wallingford, CT) via Newswise
(Charlottesville, VA):
Advertising
copywriter blog link
The results in a nutshell: if the :30 is within a set of :30s, and if the number of spots in a set remains the same, then the argument is partly true. Unaided recall was relatively unaffected. However, effectiveness dropped by about 50%, not surprising since half the airtime makes it twice as hard to deliver a compelling message and back it up credibly.
However, I doubt that radio stations will keep the same number of commercials per set if the commercials get shorter, at least not long-term. A four-spot set will edge up to five. There is, after all, profitability to think of considering that traditional radio listenership is rapidly migrating to podcasts and netcasts.
Also, the study didn’t test how a :60 performs against a :30 in the same set, a frequent real-world scenario as stations make the transition to offering :30s. I think (but don’t know) that in a three-minute commercial break consisting of one :60 and four :30s, the :60 will dominate the set.
Finally, the study didn’t test how well those new :30s perform against
even shorter spots, like traditional :15 and :10 billboards. See, if you’re
testing for short-term recall, I wonder if the length of the spot makes any
significant difference as long as the proportional share of airtime remains the same.
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May 3, 2006
Ford is launching a new brand-focused ad campaign around the theme “Bold
Moves.” Here’s
the story, from the Associated Press via ABC News:
Advertising
copywriter blog link
I agree with the San Diego-based consultant who said that Ford should have waited until it had newer, bolder products before launching the campaign. As it is, it sounds more like desperate aspiration than confident affirmation.
Speaking of products, even those Ford has aren’t being marketed wisely. Ford has a gas hybrid SUV, flex-fuel vehicles, and a proven electric vehicle platform. Those could be used to position the company well in the current marketplace, but they’re not being heavily promoted. Instead, the emphasis has been on larger vehicles, like the Fusion, Five Hundred, and Expedition, while the once-hot Ford Focus languishes. When will the hybrid sedans be available? The years 2008 and 2009.
If this is truly a do-or-die effort, then there may not be that much time
left.
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May 2, 2006
A follow-up to yesterday’s post about the TV commercials for the Volkswagen
Jetta showing crashes, from the Detroit Free Press (MI):
Advertising
copywriter blog link
You can see the commercials online, in case you haven’t seen them yet.
I think these are handled well. These aren’t super-scary crashes, with lots of shattered glass and twisted scorched metal. They’re homely crashes, if there is such a thing, the aftermath of which you see all the time by the side of the road. So, they resonate with anyone looking to buy a small car, which is the point the advertising commentators have yet to pick up.
That’s not the only smart thing about this campaign. The Jetta is a small car in a world of larger vehicles. So a pick-up truck and an SUV are cast in the role of crashers. Also because it’s a small car, one spot features four adults inside (of the ethnic mix du jour), chatting away happily. The Jetta is sort of a chick car. So, the spots show men driving it.
In all, I’d say these are good ads, smart as well as
attention-getting. They are building a foothold for the brand in the market
position of automotive safety. They drove foot traffic to the dealers, clicks to the
website, and requests for the brochure. Now, it’s up to the rest of the
marketing materials – and the dealership experience – to close the sale.
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May 1, 2006
Volkswagen is attracting attention, and, apparently, foot traffic, with its new
TV commercials that put you into a Jetta during a real crash. Here’s the
story, from USA Today via Yahoo! News:
Advertising
copywriter blog link
One of the key strengths of television as a medium, is its ability to show and tell. I think this is a great use of the medium, and any trickery – or even slickness in production – would detract from the feeling of authenticity. I don’t see that anyone would “take VW off their shopping lists” (as one “auto marketing expert” says) over the demonstration of a clear and compelling product benefit, particularly shoppers looking at small cars.
The other thing that this demonstrates, is that Volvo has practically
abandoned the position of safety, leaving a vacuum which Volkswagen seems eager
to fill.
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Backwards in time to April 2006
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Brands and branding: a white paper
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How to
become an advertising copywriter
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How to write a brochure: advice from an advertising copywriter
How to write better ads
Long John Silver on writing ads
More career advice: what’s it like being
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Napoleon’s advice to entrepreneurs,
Part I: starting the enterprise
Napoleon’s advice to entrepreneurs,
Part II: the entrepreneurial character
Napoleon’s advice to entrepreneurs,
Part III: growing the enterprise
The economy (and what to do about it)
The Tightwad
Marketing project
When you should consider hiring a freelance copywriter
Advertising copywriting
mentorship
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Awards & honors | Curriculum vitae | Services
Phone and fax: (619) 465-6100
John Kuraoka, freelance advertising copywriter
6877 Barker Way
San Diego, California
92119-1301