Archive for the 'marketing' Category

The Future of Marketing

Please check out Walter’s recent post on his participation at Verge (OgilvyOne’s Digital Summit). He shares key learnings from Jessica Greenwood’s presentation, which outlined some incisive observations about where marketing is going. One trend is clear, integrated marketing communications campaigns–both horizontal and lateral integration–are the way forward to stand out in an increasingly crowded marketplace and get the attention of jaded consumers.

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What’s your New Year resolution? – A YouTube video by Singapore’s Health Promotion Board

Singapore’s Health Promotion Board, the state agency charged with building a nation of fit and healthy Singaporeans, has made its first foray into online video campaigns.

The video, uploaded onto YouTube, takes viewers through the trials and tribulations of “Clara,” who decides to take a smoke break to seek solace from a hounding boss, to quite unexpected results. 

The video is also available at Freshair.sg, the smoking cessation website targeted at women.  One suggestion I have is for both the video and the microsite to be more visible from the corporate HPB site (or at least the Quit Smoking section).  Otherwise, I think it’s a great start, although patience is required to keep trying until one produces a hit.  If anything else, the messages are targeted and intended.  Referring to the inadvertent and notorious MDA “senior management rap” (an oxymoron, isn’t it) YouTube video, I don’t believe that even bad publicity is good publicity.

What do you think of the video?  To appeal to the pragmatic sensibilities, there is a lucky draw from viewers to share the video with friends.  Sign-up here.

Blog Dissonance…

I always enjoy reading Rohit Bhargava’s blog because he consistently delivers insightful, well-considered commentary.  I learn something new each time I visit his blog.

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Using the phenomenon where Scott Adams–the creator of Dilbert–as an illustration, Rohit discusses why it is possible for a brand (I loosely consider the Dilbert franchise a brand) to suffer a reduction in following because of its blog.  This happens when the audience sees a brand and its creator as one entity, but realizes through the creator’s blog (where one tends to express oneself more authentically) that his/her personal persona can speak with quite a different voice from the brand, hence the dissonance.

As Rohit explains, Adams sometimes blogs on his views on politics and social issues, which some of the readers (many of whom are drawn to his blog because they expect to hear the more of Dilbert) do not understand or agree with.  And when some of his audience see that the voice of Dilbert is not always consonant with the voice of Scott Adams, they swear never to return.

There are some useful lessons for marketers here.  Please read Rohit’s full commentary for more insights.  I believe it will be worth your while.

Explore Singapore! – An integrated marketing campaign by Singapore’s National Heritage Board

My friend Walter heads the corporate communication and industry promotion division at Singapore’s National Heritage Board, and I thought they have rolled out an interesting, multi-faceted marketing campaign, called Explore Singapore!

The campaign (ongoing till Dec ’07) features a gamut of activities from a sleepover at the Philatelic Museum to a grandparents’ day gentle walk at the Asian Civilizations Museum (which incidentally, is host to a world class exhibition called the Nalanda Trail: Buddhism in India, China, and Southeast Asia).  The face of this campaign is Mark Lee, a controversial choice, but given the objective to bridge the gap between museums–which suffer from the perception of being pursuits for the high-brows and elites–and the masses I think the choice was appropriate.  In fact, one of the activities Lee will be hosting is an open house with taxi drivers at the Singapore Art Museum. 

To extend the reach of the program, NHB has designed a social media component that is well-integrated with the overall campaign.  This is in the form of a photoblogging contest

This is where I will take the liberty of lifting text from Walter’s blog (do you mind, Walter?).  To take part…

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Simply follow these easy steps:

1) Attend an Explore Singapore! event. Take lots of pictures.
2) Blog about it on your blog (remember to post the pictures!)3) Visit the Explore Singapore! Heritage In Pictures webpage. Register your blog post URL there.

4) If approved, your blog post will be posted on the contest listings page.

5) Check back regularly to see if your entry is up. If at first you don’t succeed, try try again.

6) Get your friends to check out your entry by putting this Brag Badge on your blog.

Celebrity photographer Dominic Khoo of www.whatisthesight.com will select the winners, who will receive an exclusive National Heritage Board winners’ certificate to be placed on their blogs.
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Nike China launches integrated, interactive campaign – 狂足快跑

Alan Vandermolen, Edelman PR’s Asia Pacific president recently highlighted a really interesting case study of Nike China‘s new interactive campaign on his Uncorked blog. 

 

What I really like about it is that this “bluetooth campaign” innovatively integrates elements of traditional and social media marketing.  Putting traditional outdoor advertising on its head, the campaign features a billboard that emits a bluetooth mobile signal that functions as a stopwatch.  The public can then run (literally) to a designated Nike store.  When they arrive, a second bluetooth signal is sent out, recording the run time.  Every day for 21 days,  the store gives away a different pair of Nike running shoes for the person with the fatest run time.  Now how cool is that?

Check out the campaign at 狂足快跑.

Page views versus time spent — the Web marketing conundrum

For a while now, new media marketers have been vexing over various models of calculating their Web marketing ROI. 

Is time spent more meaningful a measure than page views?  But let’s say John Doe spends 3 minutes on a given Webpage, how do we know how many minutes (or more likely, seconds), he has spent on, say, a banner ad at the top, a video ad embedded onto the page, ads on the side bars, etc?  Or if he only focused on the article/text he was reading and managed to ignore the blinking ads?

 KD Paine has a take on this issue that is well worth considering.  Check it out.For all its limitations (which is closely tied to the nascence of the medium), my view is that ROI for online marketing is still more trackable than say, an ad placed on the newspaper.  We don’t even know if anyone encountered the newspaper ad, and often, all that we can rely on is what the ad sales person assures us is the circulation, readership profile, etc of the paper in question.

Leveraging new media to give a branding campaign that extra oomph – J&J’s Aveeno

I came across a fascinating case study that provided a model as to how new media could maximize the mileage of a traditional branding campaign.  When J&J wanted to launch its Aveeno brand into the uber competitive anti-aging arena, its PR consultants at Ogilvy PR knew that relying on traditional media outreach alone would not gain much buzz.  So, it engaged British artist Julian Beever (a.k.a. Pavement Picasso), known for his artistically complex, 3D-like street drawinings, to execute a “Fountain of Youth” in the heart of NYC.  It created a viral video and YouTube posting of Beever at work, and supported it with a Flickr album, blogger outreach, and other digital activities.  Click on the picture for Ogilvy PR’s case study.

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Incidentally, Julian Beever was in Singapore in June 2007.  He was commissioned by Nokia to paint a “hole” in front of the entrance to a major local department store.  Ironically, for a new economy company such as Nokia, it did not seem to ride on new media to give its effort that extra oomph.  Perhaps this is where the marketers here have still a ways to go in harnessing the galvanizing powers of new media.


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