By Cynti Oshin
Director Client Services/Business Development
The annual buildup to the great reveal of some of our biggest brands' television spots during the Super Bowl is almost as important as the build up to the game itself. As someone said, there are two kinds of Super Bowl party attendees, the shushers during the game and the shushers during the advertisements. Needless to say, I am a commercial shusher. Or, at least I WAS. Yesterday's parade of dum (sic) dum (sic) dum (sic) ads was my biggest disappointment of the year. However, that should tell you how lucky a girl I am.
While watching the Go Daddy, Doritos, TaxACT, Teleflora and other spots, I longed for the original E-Trade baby spots, Volkswagen's Empire Strikes Back, and even the MacIntosh spots of yesteryear. Of the roughly 36 advertisers who ran spots during the game, I can count on one hand how many I found anywhere from mildly amusing to 'spot on' brand strategy execution.
What did you think? I am completely off base? Tell me why, I'd love to know. And only 364 more days until we can have this conversation again.
Source: Adage.com
Showing posts with label advertising plan. Show all posts
Showing posts with label advertising plan. Show all posts
Monday, February 6, 2012
Thursday, February 2, 2012
A Boy. His Cereal Box. QR codes, Marketing, Advertising, Creative Strategies and More.
By Cynti Oshin
Director Client Services/Business Development
Close your eyes and picture this. A teenage boy shuffles into the kitchen with bedhead and a mission. Eat cereal while reading the box. The same box he has been reading since he opened it 2 weeks ago. With the exact same thing on it - not a single piece of copy, image or offer has changed since the day before. Yep, the same box. He places his bowl, spoon, cereal box and milk on the table. He grumbles something to his mother, rubs his eyes, and plops himself down into his chair. The chair legs create that loud scraping noise as he drags himself up to the table. He pours his cereal, then milk and plops the cereal box down with only the cereal bowl between them. The boy leans down within 3 inches of his bowl, almost in a sideways v-shape on the chair, assuming the ideal position to mindlessly shovel cereal into his mouth while reading the cereal box, again. For the 12th time.
Now imagine the exact same scene, with one difference. He has his spoon in one hand and his smart phone in the other. Mindlessly shovels cereal into his mouth while scanning the QR code which has miraculously taken him to....wait for it....new content! And voila, a whole new universe has opened up. Could be a microsite, could be a daily offer, could be a tie in with a concert promoter, action sportswear company or whatever. Point is, could be anything and could change on a daily basis if you wanted it to.
So now picture his dad is at the other end of the table. Same position, same drill, spooning cereal while reading the box with relevant content for his demo. Crazy? Nope. And it's possible now. Brilliant, I say. Just brilliant.
Source:http://usat.ly/ApA8nN
Wednesday, January 4, 2012
What Bill Cosby Knows About Marketing and Advertising
By: Cynti Oshin
Director Client Services/Business Development
Recently, I was reading posts from allthatinspires.me and came across this, presumably from Bill Cosby.
So very true.
Not
only does this resonate with me personally, but also in my role as a brand strategist. It is imperative for brands to understand
that not all products or services are
for everyone. At Stanton & Everybody, together with our
clients, we work to keep this at top of mind.
For instance, Barrier Motors is clear that they have a very specific
customer who can afford a more upscale brand of auto. To pretend to be an option for anyone else
would only frustrate that consumer when he or she entered the showroom to find
out the trek was a waste of time. Northside Shoes understands that to try to
attract an audience looking for a highly technical climbing shoe would lack
integrity and frustrate this consumer. Northside
delivers a well priced, quality outdoor shoe for all ages, helping families afford
to get outdoors. Not a shoe to help you
climb Mt. Everest.
In the end, when you know who your customer is, you are able
to speak directly to them with integrity and clarity. When you are able to create a
marketing/advertising strategy that clearly communicates who you are, what you
do and why it matters to your customer,
you will build loyalty and ultimately advocacy – with your customers spreading
the word about your product or service.
And when that happens, it’s a magical thing.
allthatinspires.me/80119432
Monday, October 24, 2011
The Groupon Model as a Marketing Strategy: Not Working So Well
By: Cynti Oshin
Director Client Services/Business Development
"Yesterday, Lisa asked if people would tire of coupons. Today it was announced that Howard Schultz, CEO of Starbucks, thinks not. He's just joined the Groupon board and his Seattle based venture capital company, Maveron, has invested an undisclosed sum in the company. The last time Schultz joined the board of a company in which Maveron invested was, well, eBay back in 1998. It quickly went public. Today, eBay's worth is somewhere in the universe of around $39 Billion. We'll check back in with you in 2023 to update you on the value of Groupon." February 10, 2011
It looks like I already have an update how things are going. Back in February, I wrote about the continued interest in coupons and specifically about the anticipated growth of Groupon with the backing of Howard Schultz. The question had arisen about whether consumers were tiring of coupons - and was this still a viable way to incentify trial and grow business. It was clear that Howard Schultz saw value in the Groupon model of doing so. Apparently, this specific coupon model isn't working out so well for consumers OR for businesses. There's quite a few bugs that need to be worked out. As a marketing strategy, this has proven to be a nightmare for some - the challenge to fulfill demand while still maintaining an acceptable margin has proven daunting. Further, it appears that those who are predisposed to using Groupon are not likely to become brand advocates and return. They're looking for the next best deal - not brand loyalists.
I promised to check back in with you in 2023 to update you on the success of Groupon. I'm checking back in just a little bit earlier. It's not doing so well. Its value has been dropped by 2 to 3 times in the last 6 months. That was as of last Friday. Uh oh.
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