The ability to create successful niche targeting begins with the realization that as marketers we are biased – by default, the decisions we make on behalf of a brand are subjective. When we understand this fact, we can evolve our thinking beyond simple subjectivity and begin thinking like the very audience profiles we seek to target. We step in their shoes, and walk through their buyer journey – observing creative, requesting information, kicking tires, asking friends for recommendations, etc. This approach is beyond what’s apparent to the naked eye – it’s about truly being in tune – so ditch the basic demographics that match up men with sports and cigars, and empty nesters with bucket list travel destinations and time with the grandkids. Continue reading …
Several years ago, Dos Equis woke up consumers and the beer industry by introducing the iconic “the most interesting man in the world.” It was a brilliant idea: this classy man, of ambiguous but almost Latin ethnicity, was a successful silver fox, captured on each ad spot while savoring the bounties of fine earthly living, speaking succinctly with authority and righteous pomp to consumers that can only dream of his lifestyle, the pinnacle alpha male, winning, with gorgeous super models vying for his attention.
Would love to interview the team behind this ad – the actors speak in well-pronounced, basic English at a very slow pace. Facial expressions and body-language are over-emphasized as well…to the point that it feels like an SNL skit. But, does this method activate the new product with the target market?
As a native English speaker…this is painful to sit through. Toddler television moves much faster. One of the actors, the businessman, apparently went to Reddit to explain why the acting seems so…bad? This is apparently how English-language is done on Korean media.
Great article from the McKinsey Quarterly: The coming era of ‘on-demand’ marketing | McKinsey & Company.
[…] marketing is headed toward being on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery.
The article walks through a couple scenarios of how digital media, analysis, and automation will personalize marketing touches with consumers and prospects more than ever. We’re beyond the age of worrying about cookies – and on to the age of Near Field Communications (NFC) (tapping devices with each other or with NFC tags to transfer data!), and automated, granular, rules-based targeting, retargeting, and co-branding that retargeting!
This is a good read for staying ahead of the curve.
This guy, Emmanuel Polanco has a great eye for design. I stumbled upon this artist while looking up the rap music star school principal by the same name. Add the artist Emmanuel Polanco on Facebook and check out his website: http://www.inmelancholia.com/
Here’s a collection of Emmanuel Polanco’s work:
When you use Google’s “free” services you give up a certain degree of control over the data you push and receive through those services. This is why you’ll see Microsoft take an opportunistic strike at Google with its well planned, multi-channel campaign called Scroogled. Very creative, essentially Microsoft took off their gloves and is now taking strong jabs at the methods Google uses to make revenue by utilizing your personal data. Your personal data is extremely valuable and when you use the internet you give up so much of that data by allowing websites like search engines, cloud e-mail accounts, and social networks to collect, compile, categorize, manipulate, code, and store your usage patterns and information you transact through those websites. Continue reading …
Sears: An Innovator and Market Leader
In 1893, Richard Warren Sears and Alvah C. Roebuck started one of America’s retail pioneers, Sears, Roebuck and Co. The founders had some great ideas, in the earliest days they launched the famous Sears catalog to allow folks to order through mail – this was an innovation at the time because farmers used to have to come into town and haggle deals for their supplies. They made so much money that they opened a printing plant just to be able to print the infamous Sears catalog, which by the early 20th century had over 500 pages to it and sold everything a household would need, including hardware, groceries, and stoves! Continue reading …
I guess you just can’t go wrong with an Axe advertisement. This one’s cool – long spot for a television ad placement, but entertaining. I believe it was originally released in Spanish for Latin American audiences.
Bonus video from Axe Latin America after the jump…
The original “Keep Calm and Carry On” poster (originally produced in 1939) is a powerful use of typography. It conveys confidence and is more “active” than regular old text on a page. Lately, we’ve seen a lot of funny takes on this poster – but now it’s old.
Keep Calm and Carry On was a poster produced by the Government of the United Kingdom in 1939 during the beginning of theSecond World War, intended to raise the morale of the British public in the event of invasion. It had only limited distribution, so was little known. The poster was rediscovered in 2000 and has been re-issued by a number of private companies, and used as the decorative theme for a range of products. There were only two known surviving examples of the poster outside government archives until a collection of 15 originals was brought in to the Antiques Roadshow in 2012 by the daughter of an ex-Royal Observer Corps member.