Archive for the 'Ads' Category

27
Jan
12

Super Bowl Advertising Preview

By Heather Horsey 5 Comments
Categories: Ads, Advertising, B2C, Branding, commercials, NFL and Super Bowl
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The average cost of a commercial for the Super Bowl is around $3.5 million this year, and NBC pretty much sold out its ad inventory by Labor Day. With the DVR changing how we watch TV and creating commercial skipping, television advertising seems like a dying media. So, why do advertisers mortgage the farm to get an ad for the Super Bowl?

Fewer events are more hyped, create as much fanfare, attract more interest from celebrities, politicians and average Americans than the Super Bowl. And live is still how viewers like to watch sports with the NFL leading the sports pack in fan base size. Last year’s Super Bowl had an astonishing 110 million viewers – definitely worth mortgaging the farm.

Therefore, we wanted to preview some of the spots that we think will be real highlights this year.

Volkswagen

One of the highlights last year came courtesy of Volkswagen as they unveiled their commercial, “The Force,” which featured a young Darth Vader and a new 2012 Passat.

Volkswagen may have replicated its 2011 success with a memorable ad for the  Super Bowl XLVI. They have a teaser (yes – an ad of an ad) for this year’s Super Bowl commercial, which includes dogs barking the Star Wars theme and is named “The Bark Side.”

As a dog lover, and Vizsla owner (top row-center), I for one am excited to see this ad.

Sketchers
Mark Cuban, owner of the Dallas Mavericks, will be guest starring in Sketchers third-consecutive Super Bowl ad. With expectations lowered after last year Kim Kardashian commercial, Sketchers can only improve, right?

It turns out that this particular ad features racing greyhounds that lose to a tiny dog wearing Sketchers.

Doritos
In my opinion, Doritos has been throwing multiple game winning touch downs with its “Crash the Super Bowl Contest” for the last couple of years, and this year looks to be no different. Here are some of the top contenders.

Sling Baby
What do you get when you mix a baby in a swing, a mean grandmother and a bratty kid taunting them both? A great commercial.

Man’s Best Friend
Dog-themed entries always grab my attention. This entry features a dog trying to cover its tracks and a human that can apparently be bought off for just a sack of Doritos.

The Voice
A promo for “The Voice” that will be aired during the Super Bowl, for a series that premieres directly after the Super Bowl, will at least create some conversation at the water cooler on Monday. The spot is titled “Vokal Kombat,” so I can only assume that it features Christina Aguilera ripping Adam Levine’s head off, vocally that is.

So, we are interested to know, what commercials are you most excited to see and , more importantly, do stellar commercials make up for a Super Bowl that is heavy on defense or one-sided? Let us know here on The Side Note, or on Facebook (Facebook.com/WeiseCommunications) or on Twitter (@Weise_Ideas).

23
Jun
11

Creating Relationships with Consumers

By Heather Horsey 2 Comments
Categories: Ads, Advertising, Brand Loyalty, Branding, Business Strategies, Coca-Cola, Creative, Gorilla Marketing, Guerilla Marketing, Guerrilla Marketing, Marketing, Stunts, Video Ads, Viral and YouTube
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What does Coca-Cola mean to you? It is not just a big brand, Coca-Cola understands  how to connect with the heart of buyers. Their marketing campaigns WOW. They spend marketing dollars by giving back to customers and create a strong relationship with their audience with various unconventional marketing efforts.

Imagine a college student wants to get a coke from the vending machine but ending up getting more than she bargained for. In Coke’s most recent campaign, students get flowers, pizza, and even a huge sandwich from the vending machine. The Coke machine dispenses more than Coke product, it dispenses good will and happiness.

The viral nature of the happiness machine encourages consumers to create a true relationship with Coke. By establishing good will with consumers, especially in emerging markets, consumers will choose Coke because they like the brand – not to mention the taste.

Check out the rest of of the campaign’s viral videos here: http://www.youtube.com/watch?v=lqT_dPApj9U

What do you think about Guerilla marketing? How would it help your business get more attention? Tell us what was your favorite unconventional guerilla or viral marketing campaign was and share with us on Facebook at Weise Communications, follow us on Twitter @Weise_Ideas.

Thanks to Duysal Ekinci for her help with this blog entry.

22
Jun
11

Brand Advocates make the Best Endorsers

By Heather Horsey 1 Comment
Categories: Ads, Advertising, commercials, Digital Media, Endorsements, Guerilla Marketing, Guerrilla Marketing and Stunts
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Are you in love with your car? How about customizing it? Considered color-matched exterior mirrors with your headphones? You are not the only one who loves their car with passion. One of my favorite brands, MINI, ran an outdoor campaign last month in Berlin that brought to life an unconventional marketing idea. MINI is a unique brand which truly allows buyer to express their unique personality.

KLLD global lead agency for BMW group has developed a new campaign for MINI, inviting millions of fans of the car from around the world to become part of the MINI family. This is a brilliant campaign because ir creates a personal experience for buyers, like the tagline says, “It’s Personal. Be MINI.”

In this campaign, brand users got the chance to be in a MINI ad campaigns. Participants were invited to enter MINI Photo Box, clamp on a pair of vibrantly colored headphones and select their favorite model from the MINI family with color-matched exterior mirrors. There were four colors and four models to choose from: the MINI Hatch, MINI Convertible, MINI Clubman and MINI Countryman.

Next, participants appeared in real-time on a video screen together with their photo and personalized MINI model. The MINI campaign was set up overnight on May 16 and continued until May 29 at the intersection of Kurfürstendamm and Joachimstaler Straße in Berlin. The campaign also ran simultaneously with a Facebook launch. (LINK TO:)

“With our ‘It’s personal’ campaign, MINI fans interact individually and authentically in an urban environment,” says Julia Hartmann, MINI Brand Management. “Through the personal configuration of the model, along with their choice of colors, we encourage them to express their personality – in front of friends and a global audience.” This unconventional guerilla marketing campaign was set to reach more than two million people on location and over 1.8 million MINI Facebook fans.

What do you think about making brand users into stars of an advertising campaign? How would it help your business get more attention? Share with us on Facebook at Weise Communications, follow us on Twitter @Weise_Ideas.

Thanks to Duysal Ekinci for her help in this blog post.

19
May
11

When Redesign is Bad for Business

By Heather Horsey Leave a Comment
Categories: Ad Agency, Ads, Advertising, Branding, Business Strategies, McCafe and McDonald's
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Since the launch of Starbucks in 1971, the brand has often been imitated. Marketing strategies, packaging, and even logo design and layout have been mimicked to compete with the swanky franchise and entice customers. McDonald’s is taking this imitation to the next level with a new store design that has been fashioned after the sleek and stylish Starbucks store model. In redesigning the look and feel of McDonald’s stores, the hope is that more high-end customers will be attracted to dine-in, linger and perhaps spend a few extra bucks. Although the McDonald’s redesign is to increase competitive edge, the renovations may prove to be counterproductive.

In an interview by USA Today, Max Carmona, McDonald’s senior director of U.S. restaurant design states, “we want restaurants to reflect our brand personality, which is one of being playful, energetic and optimistic.” However, as McDonald’s moves to make its design more contemporary and modern, one cannot help but recognize the immense similarities it has to the Starbucks model and how these changes are morphing drastically from the traditional McDonald’s image and brand personality.

Traditionally, McDonald’s stores have been known for their bright signature colors of cherry red and golden yellow, Ronald McDonald (the cartoon clown mascot), large golden arches and a child friendly environment equipped with playgrounds. The people drawn to eat in the stores are most often parents with children who enjoy the playful environment. Replacing these bright colors, toys and playground equipment with padded recliners, posh wooden tables and warm painted interiors will contradict the image they have in place. It will attract an adult customer base, but it will also derail families with younger children from visiting.

A January Ad Age report estimated Happy Meals account for about 10 percent of total McDonald’s sales. “If the newly remodeled McDonalds become too popular with leisurely adults seeking a relaxing atmosphere, McDonalds could alienate a customer base that has been the cornerstone of their growth for decades,” states Cynthia Wilson, consumer writer for Investor Place.

Reinventing the look and feel of a store can greatly enhance competitive edge. However, staying inline with the current image may prove more effective for the McDonalds. The Golden Arches better be sure the push towards laptop-toting professionals doesn’t alienate this important customer base, or else it will find its renovations not just costly but counterproductive.

Share your predictions and comments with us concerning McDonald’s redesign. Share with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter

16
May
11

The New Marketing Reality: A Real World Matrix A look at Augmented Reality

By Tracy Weise Leave a Comment
Categories: Ads, Augmented Reality, Business Strategies, business to consumer, Creative, Marketing, Mobile advertising, mobile marketing and Uncategorized
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Augmented reality (AR) is a revolutionary technology transforming how users and advertisers interact and engage with the surrounding environment. According to John Havens, EVP of social media at Porter Novelli, “AR is the GPS of your life,” that could possibly turn every landscape into a screen of information, promotions, and advertising. Augmented reality has the potential to greatly impact the lives of users and the marketing capabilities of advertisers.

Augmented reality is the combination of real world and computer generated data that functions to enhance current perceptions of reality. Virtual reality uses technology to transform real world surroundings into a simulated environment that is bursting with information. The technology allows the surrounding real world to be digitally manipulated and enhanced.

For example, Valpak  recently announced its new augmented reality coupons. With a phone application called Junaio, users are able to interact and view the world around them in a new way. By simply typing in a key word, entering a distance parameter or holding up an enabled smartphone, users are presented with virtual information and coupons redeemable at surrounding establishments.  The information presented is in real time and allows users to intermingle and examine the world around them. Although the Valpak application only offers information pertaining to businesses with relevant specials or coupons, the future of augmented reality is immense.

The life changing technology offered by augmented reality will continue to evolve the way users and advertisers interact with consumers. With facial and object recognition, AR allows users to screen their surroundings with more than just the naked eye. Imagine a world where users can hold up smartphones and suddenly know the names or marital status of every stranger surrounding them on the street or the detailed information pertaining to logos and storefronts within the vicinity. This application will act as an advanced screening tool that will transform not only how users perceive their surroundings but also how they make decisions based on information provided.

As LG and Wikitude prepare for the release of the new Wikitude 3D Augmented Reality Browser (which will be available later this summer), advertisers should be prepared to interact with potential customers in a whole new light.

With this technology, every terrain presents a new possibility of connecting with users. For example with object recognition, a logo is now much more than just a symbol to promote a brand. Logos will be virtually screened and will allow users to know pertinent information pertaining to specials or close-by locations.  Augmented reality has the possibility to turn every street, building, sign, vehicle and environment into sources for information, promotions and advertisements. The possibilities will be endless.

How do you feel augmented reality will impact the lives of users and/or advertisers? Share with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

25
Apr
11

Should Advertisers Have a Moral Responsibility?

By Heather Horsey Leave a Comment
Categories: Ads, Advertising and Ethics
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Mobile advertising is everywhere. When we leave our homes we come into contact with billboards, branded trucks and busses covered with ads. In 1990, Colorado became the first state to allow school bus advertisements. Since that time, the practice of school bus advertising has spread to a number of states. Some states already allow advertising inside of school busses as well. As the popularity continues to spreads the controversy surrounding the practice does as well. Critics say that exposing impressionable young children to ads that appear to be endorsed by their educators is problematic.

According to a study by Alpha Media, a Dallas based company that manages ads on 3,000 school buses in Texas and Arizona, districts with 250 buses can expect to generate about $1 million in four years from selling exterior bus space to advertisers. Although ads displaying profanity, alcohol, tobacco and adult content are prohibited, there are still ads being presented that are unfavorable to impressionable youth.

School aged children are young and impressionable, and school bus ads present exposure to advertising that may not be appropriate for children. Although the amount of exposure and residual monetary gain is clear, these advertisements have clear influence over the children who come into contact with them each day. The two main issues being raised in opposition to school bus ads are the potential safety risk the ads could present by distracting drivers as well as the chance that children will interpret ads as an extension of their education systems.

Although many school districts incorporate healthier nutrition and lunch programs, junk food ads are on the side of school busses. Such contradictions confuse youth. Thus we must consider if school bus ads have the potential to do more harm than good.

Have advertisers and state governments gone too far in moving forward with school bus ad campaigns or should this practice be seen as simply another avenue to expand marketing efforts, increase visibility and maximize revenue?

To share with us your thoughts or learn more about different modes of advertising and reaching your target market, contact us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

23
Mar
11

Nescafe takes on Starbucks

By Mark Plumb 2 Comments
Categories: Ads, Advertising, Business Strategies, Marketing, Nescafe, Starbucks and Uncategorized
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Recent comparison ad asserts Taster’s Choice is better, cheaper, less pretentious

Taster’s Choice has launched an assault to protect market share against the Starbucks Via Ready Brew. The Instant, or soluble, coffee market is sizeable, according to a 2010 Reuters story the U.S. instant coffee market was $640 million – well worth taking a proactive approach to defend Taster’s Choice estimated 40 percent market share.

In this Sunday’s Denver Post, I received a sample of Taster’s Choice attached to the ad on the right. Personal disclaimer: I am not a soluble coffee drinker. To me, it is simply hot brown liquid. I gave my samples to the first person I met that said, “I drink instant coffee.” Instead, I found this story interesting from the perspective that a company will employ aggressive advertising to fiercely defend its market share.

By including an obvious reference to Starbucks with the green circle logo and packaging to mimic the Via, Taster’s Choice is placing their coffee on par with Starbucks simply by associating the two products. The web presence is even more aggressive, and they are including free samples of each Taster’s Choice flavor. If you want to try the free samples, check out the Taster’s Choice Free Sample Offer.

In the U.S. advertising that identifies a specific competitor is closely regulated and claims must be “substantiated, truthful and not misleading.” Since Starbucks is not named (although clear by reference) and the Nescafe claims are opinion-based, I doubt there is legal recourse. However, there are common mistakes that can undermine comparative advertising efforts:

  • Any intentional attempt to undermine the competitor’s reputation, credibility or image
  • Mistaken attribution of claim, since advertising is viewed passively, negative points made about a competitor could stick to the advertiser
  • Changing consumer perception often needs a more integrated approach, simply showing images of one product and the industry leader will not register with viewers

The reality is that if successful marketing were this easy, every product and service would simply place itself against the market leader and wait for the sales to roll in. However, when executed well, a comparison ad campaign can be exceptionally effective. Recognize the PC vs. Mac ads?

Tell us if you think Taster’s Choice will be successful using this marketing approach or if you think it will backfire. Share your best comparison ads with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

 

 

05
Jan
11

Branding Content: How creating a persona for your brand creates ROI

By Heather Horsey Leave a Comment
Categories: Ad Agency, Ads, Advertising, Apps, Business growth, Business Strategies, business to business, business to consumer, commercials, Communications, Digital Media, Email, Facebook, Flikr, Foursquare, GOOP, personas, Social Media, Social Networking, Twitter, webisodes and YouTube
Tags: , , , , , , , ,

Branded content is essentially a fusion of entertainment and advertising that has been around for decades, just think of soap manufactures and the soap opera. With social media and the increasing prevalence of mobile apps in our daily lives, branded content seeks to have an increasingly large role in marketing and advertising of brands in the future.

Branded content can be anything from a short film, music, game, blog, mobile app, newsletter, blogzine, microsite or real-life event. The content merely exists to entertain and educate the consumer, while conveying subtle brand messages in the mean time. But more than this, branded content creates a persona for your brand and helps engage target audiences in a reciprocal relationship.

The idea for a brand is to listen to online conversations and establish what interests your target audiences. Is there a need or desire for certain information? Can you provide that information in an engaging way?

The most successful branded content programs are able to blend messaging in a seamless and transparent fashion, while still getting the information across to the consumer. Branded content creation serves several purposes: customer entertainment, stealth advertising and social engagement.

An industry that has embraced branded content is the fashion industry (see Louis Vuitton’s NOWNESS), but other brands that get it right are:

The iFood application allows users to:

  • Email or print coupons for Kraft products or even add them right to your store savings card.
  • Find recipes and post the ones you love to Facebook
  • Scan and enter a barcode to add to a shopping list or find recipes
  • Print shopping lists, coupons, and recipes
  • Get detailed recipe directions and even video tutorials
  • Set alerts about planned recipes, recopies of the day or special offers
  • Find a retailer to buy your products

Now, tell me that wont build more consumer loyalty?

Branded content is about creating an experiential story; It’s about crafting stories though every communication tool – signage, display advertising, print, radio and television ads, that are then translated to the web, social networks and now mobile apps. In the end it really comes down to knowing your customer extraordinarily well. By consistently engaging your audience via editorial content that is expertly mixed into the e-commerce landscape, you can tie sales. The best social media and branded content executions out there are driven by narrative, not commerce.

Branded content is quickly becoming a cost effective, long-term online marketing strategy that industries will continue to utilize as brands and retailers look for new, innovative ways to connect with customers online.

What impact do you think branded content can have on consumer behavior and where do you think this technique is headed in the future? We’d love to hear, so post a comment on The Side Note Blog, send us a tweet @Weise_Ideas, or find us on Facebook: Weise Communications.

29
Oct
10

FOX Sells Out Super Bowl Advertising: Return of Corporate Spending?

By Mark Plumb Leave a Comment
Categories: Ads, Advertising, Business Strategies, Communications, Marketing, NFL, Pepsi, Recession, trends and Uncategorized
Tags: , , , ,

Three months before the big game and FOX has sold out advertising for Super Bowl XLV. Coupled with Thursday’s announcement that Microsoft net income rises 51 percent in the quarter ending Sept. 2010, these are two strong indicators that corporate spending is making a comeback.

KGB - "It's in the Hole" Ad

Selling out the Super Bowl this early is quite an accomplishment. It calls attention to the improved economic conditions providing comfort to advertisers. It also indicates the appeal of live sports to marketers who continue to seek appointment TV in the era of DVR’s but that is a blog topic for another time. If you use that DVR, you might have missed some creative ads, for example this spot from KGB.com.

Last year, CBS was still selling Super Bowl advertising in February, days before game. To give you an idea of FOX’s achievement, consider the following:
  • In 2010, CBS aired 48 minutes of advertising including NFL messages and CBS promotions for programs.
  • There were 66 spots sold at an average of $2.75 Million for 30 seconds = $181 Million.
  • Last year, due to the economic downturn, Pepsi and General Motors sat out the Super Bowl (they are back in 2011).

Automakers, beer/soft drink companies and dot.com’s are still the categories most represented, companies reported to be in the 2011 Super Bowl ad lineup include:

As other evidence of increased corporate spending is revealed, this is an important time for marketers to look for short-term opportunities to buy advertising at a discount once the elections are over November 2.  Advertising outlets are still feeling downward pressure on prices and marketers can take advantage before the outlets prices reflect the demand for advertising.

Tell us if you have seen indicators of corporate spending making a comeback, and how you have been able to leverage the network into business gains. Please write a comment and let us know. You can find Weise Communications on Facebook and follow @Weise_Ideas on Twitter.

 

12
Oct
10

Building Social Media Campaigns that Work

By Mark Plumb Leave a Comment
Categories: Ads, Advertising, Business Strategies, Communications, Facebook, Franchise, Franchising, Marketing, PR, Public Relations, Social Media, Twitter, Uncategorized and YouTube
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Credit Unions tap into Young & Free Franchise

Whether you refer to them as Gen Y or Millennials, it is clear that this generation relies on social networking to engage, communicate and learn. One industry that is achieving tangible results with Gen Y through a robust and effective social networking campaign is Credit Unions.

Spokesperson Larissa's YouTube Video

Yes, Credit Unions.

Even though credit union’s cooperative values are in line with Gen Y values, this demographic (younger than 30) was simply not signing up for membership.  Until the franchise, Young & Free, was launched.  Based on the principle that we all learn from the knowledge and experiences of those who have previously traveled the path, Young & Free was challenged to provide free checking accounts for the younger than 25 year old consumers.  There is only one Young & Free franchise per state, so the Credit Union that buys into the franchise gets the exclusive rights to the entire program in that state.

Tim McAlpine, owner of Currency Marketing in British Columbia, launched the Young & Free franchise. In a 2009 interview, McAlpine said, “Young people want access to products that are relevant to them.” He continued, “The focus of Young & Free is what the credit union is giving away, what useful information it is offering and how the credit union is providing a head start for young people.”

A large part of the success of the Young & Free franchise concept is that the social networking program is real and authentic. The cornerstone of the program is a spokesperson competition.  A contest is held to select Young & Free spokespeople in each state. They win a one-year paid position with the sponsor credit union. Young & Free spokesperson writes daily blogs, produces weekly YouTube videos and connects on Twitter, Facebook.  The first spokesperson was Larissa Walkiw, click on her picture above to go to one of her YouTube videos.

Credit Unions have developed financial services tailored to Gen Y, the Free 2B packag  the e includes: Free checking, free debit card, free direct deposit and an ‘Oops refund’ (once per quarter a customer can waive overdraft charges – all they have to do is ask for the waiver).

In less than two years, there are now more than 40,000 credit union customers with products and services associated with Young & Free.  Additionally, Forrester Research gave Young & Free a Groundswell Award. 

What do you think? Have you seen social networking campaigns that are reaching their target market and getting results like Young & Free? Please write a comment and let us know. You can find Weise Communications on Facebook and follow Weise_Ideas on Twitter.

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