Let’s talk about brands, branding and slogans. Al Ries on Adage writes an article about “Wasting money on bad advertising slogans“, explaining how a brand could invest $40 million dollars in advertising without leaving an idea in the prospect’s mind. He quotes the case of food producer Tyson, but also provides a bunch of positive examples leading the route of successful advertising with powerful slogans. If you’re interested in branding and brand mistakes, have a look at a new blog, “Brand Autopsy“, it’s excellent.
Denise Garcia analyst at Gartner G2 plays the oracle on iMediaConnection, making predictions on the ad spending winners and losers in 2004. The article is based on her latest research, 2004 Advertising Trends Report and provides a bunch of insights about online advertising and financial services, pharmaceutical, manufacturing, retail and travel industries.
IC Group has created an advergame to help Hormel Foods increase consumer demand Stagg Chili. The Chili Chuckwagon Challenge will be online until April 30, and allows players to win $100,000 cash or a variety of secondary prizes including Plasma TV’s, entertainment centers, Dual brand electronics, and mountain bikes. Entrants are also automatically entered in a Sweepstakes for the chance to win a 2004 Mazda RX8. Consumers access the game by obtaining a UPC code from any STAGG� Chili product. Larry Raskin, Senior Product Manager for Hormel Foods Corporation said:“Our mandate is to simply get more people to try STAGG� Chili. We felt the fun of an online game and an exciting prize list would be a great way to help stimulate sales and trial of STAGG� Chili.”
Personally I don’t like this kind of online competitions. I don’t believe giving away money it’s a good incentive to increase product awareness, even if you have to buy to product in order to enter the game. I see it as a “buy play once and forget” process in consumers’ mind.
A new research by Dynamic Logic MarketNorms confirms that interactive ads increase brand awareness to a greater extent than non-interactive ones. As explained on Revolution Magazine, consumers exposed to interactive ads felt more favourably towards the brand than when exposed to a non-interactive ad, and intent to purchase was 2.9% higher.
Enpocket and cdp-travissully have produced a text-to-win campaign for the Netherlands Board of Tourism through 135 Caffe Nero outlets capitalise on the interest around the ‘Girl with a Pearl Earring’ which stars Colin Firth and Scarlett Johansson. More than 300,000 postcards have been distributed through the caf�s and broadsheets, offering an instant ‘text to win’ for tickets to the film and entry in a draw for a 3-night break to The Hague to see the real ‘Girl with a Pearl Earring”. Jeremy Wright, co-founder of Enpocket, said:“This campaign demonstrates the simple fact that the use of text as a response mechanism is as relevant when targeting older, higher-end audiences as it is with younger mass-market audiences. As the most recent Mobile Media Monitor (October 2003) from Enpocket Insight showed, more than 9 out of 10 mobile owners 25-44 are now active text users.”
According to ZdNet big players in the search market, like Microsoft, Yahoo and EarthLink are all considering to further develop their business developing a search “taskbar” to be displayed to the side or at the bottom of a PC screen. The business appears to be huge, but also in it’s infancy and the article is good as an introduction to the topic.
According to the Mobile Data Association (MDA), in November more than 947m Wap pages were hit in the UK. As BBC NEWS reports, many people users went online to download polyphonic ringtone versions of music hits.
Word of mouth on the Web is a powerful business tool for automakers. In an excellent interview with Mitch Lowe CEO of Jumpstart Digital Marketing, David Berkowitz presents on eMarketer a comprehensive picture of how strategic online communication is becoming for any offline business. In particular, it allows automotive companies to develop campaigns with a more specific and precise targeting than the ones diffused through TV advertising.
Radio Deejay, one of the most popular radio stations in Italy, features on its web site “Snow Game”, an advergame sponsored by the region Trentino, which allows players to win a “white” week. Users, who need to register to play, can access the game until February 15. all participants enter a draw with the chance to go skiing for free for one week.
UK based software house M-bar-go has created a mobile couponing service that allows consumer to receive unique barcodes on their cellular phones. Coupons with the special offers can then been redeemed at the retailer by scanning the barcode. Excellent idea which opens interesting possibilities to mobile marketers.
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