Do take a look at this great sounding WOMMA event in NYC, based on the Chicago one I went to, it should be well worth the time. Highly recommended.
Get a US$50 reduction in price by with this offer code: vocanicpteisawsome ( I did’nt choose it)
(Transparency: Vocanic is a member of the Word of Mouth Marketing Association and Andy from WOMMA has asked us, among many others, to post this information on our blog. Which we are happy to do, and to honestly recommend that you attend if you can.)
Does this sound like denial to you?
Interview with Saatchi & Saatchi UK chairman and CEO Lee Daley
Quote
CNN: Is advertising going to need to reinvent itself to keep up to speed with the new mediums available?
Daley: I don’t think the basic principals of developing advertising are in need of reinvention. We are "consumer-centric," we’re brand literate, we’re in the business of helping clients move their business forward, we’re in the business of achieving success for our clients. That means we have to be very, very data-rich in understanding those key axis: consumer, brand, market and client ambition.
IMHO (in my humble opinion) this is a classic case of denial
My experience ALL the 4As traditional agency guys are hopelessly routed in interruption advertising – a model that is going the way of the dinosaur (see 70% of people take steps to avoid advertising , Negative ROI for mature CPG categories , Millward Brown TV effectiveness indexes at below 1 )
I would challenge them to illustrate how they are customer-centric – ha!
My observation is that the tighter the brand is controlled by an agency the less likely they are to have even started building a list of their customers (if P&G can do it for face cream – any brand can)
I would challenge them to find more than one underpaid over worked planner as the only person in the agency who is not scared of data and or an agency who is not terrified of letting the customer have a true dialogue with the brand. (In case the precious little control freaks loose their control over a client!)
Quote from CNN interview
The guys (and a gal) over at Creating Passionate Users put together this useful comparison chart in a longer, but interesting post, about the fact that EVERYONE in a company is a marketer these days.
In it they contrast 4Ps based old school marketing with today’s marketing which they name Neo Marketing (I rather prefer simply New Marketing)
I love it!
Some copy writer trying to be too cute?
Here is a post from an eLearning Blog in Singapore written by Maish R Nichani. It starts as a classic piece of word of mouth. No subservient chickens, no nearly naked Paris Hilton. Just this guy making a recommendation. Here is what he said
“After a presentation to a client, I stopped by Burger King in Holland Village (Singapore) and ordered their new offering — Juicy Flame-Grilled Lamb with Spicy Pepper Sauce. Personally I think BK makes the best burgers (at least in Singapore) and their new offering did not disappoint. It was served piping hot and the pepper sauce was delicious. With the first bite I was already thinking of telling some friends about it.”
This is where to story gets its twist … Maish starts to read the POS copy, the paper liner on the tray.
I cant put it any better than Maish
Here I am, enjoying an early lunch, trying out a succulent lamb burger, and this damn ad sitting on my tray reminds me of Mary’s Little Lamb! How sadistic is this?
In the era of emotional branding, this one takes the cake. Perhaps, I should mail the marketing department or agency a copy of Margaret Mark & Carol S. Pearson’s book on building extraordinary brands through the power of archetypes: The Hero and the Outlaw. If things continue this way, BK’s archetype will be more towards Sid in Toy Story who loves torturing toys, than of the health conscious caretaker intent on giving us nutritional value.
From USA Today
The online retail industry is seeing opportunity in the blog boom.
"Retailers are creating blogs — a term derived from Web logs, or online musings — to promote brand awareness and sales.
For instance Bluefly.com, an online retailer of designer clothes, updates customers on fashion-related news through its blog Flypaper.
The blog “encourages them to visit often to check postings on styles, designers and fashion faux pas,” says Melissa Payner-Gregor, CEO of Bluefly.com. The company’s fashion spotters around the country post items on Flypaper, which launched in April.
Flypaper’s customers typically have relied for fashion news on magazines such as Vogue. Now, they also have the blog as an information source, and the company has an opportunity for an interactive relationship.
It is potentially a lucrative one. A recent study by online market research firm ComScore Networks found that shoppers who visit blogs spend about 6% more than the average online shopper."
I love the wrap up quote
“There’s a huge movement of consumer-generated media, whereby retailers don’t have a voice,” Forrester Research analyst Carrie Johnson says. “But a blog at least lets retailers be part of the conversation and respond to consumer-generated comments.”