All too often we’re inundated with the hype, jargon and buzz words of the world. Especially in the world of marketing and social media. We focus so much time on creating “channels” and utilizing the “latest tools” that we lose sight of the message. We’re so busy strategizing that when it comes time to create the message we just push something out that only really speaks to us. We gloss over the most important part! The take away from our crafty strategy is lost because it no longer relates to the people for which it was meant to be received.
“Act Human” – a notion that a lot of people and brands are forgetting. This doesn’t just apply to social media. When faced with any decision, especially in business, marketing, strategy, or networking, we need to act human! We are people and we connect best with genuine people. We have a need to relate and find common ground. By pushing out words that don’t mean anything to anyone but yourself and automating your responses you’re missing a huge part of building meaningful relationships all around you – in your business and personal life.
Speak in the terms of your audience and you will be well received.
The best marketing gets the consumer involved in the product/service. This isn’t always easy to do, especially when it comes down to pushing one distinct message. In the case of Smart Car they wanted tell the story of how their new drive system is super responsive, but wanted to get the consumer in the car.
In one genius swoop at the IAA in Frankfurt they implemented “Smart EBall” a pong based video game where the cars are the controllers. The promotion got butts in seats and the consumer involved in the product!
The best advertising is advertising that catches your consumer of guard. It interrupts their daily flow and makes them conscious of your brand. It makes them aware that they have just interacted with your brand, which sets you apart from all the noise. Sometimes this is achieved through ironic humor in a commercial and sometimes it is achieved through mesmerizing them with subtle use of technology.
McDonalds used reflective material to put up a billboard. During the day it just looks blank, but to night drivers it displays the message “Open All Night” just as they make their pass. In the pitch dark it catches the eye and really makes them look. As they pass they are completely consumed in the billboard and completely conscious of the McDonalds brand.
This video is one of the best ad campaigns I’ve seen in a while! It gets the audience neck deep in the product, evokes and amazing emotional response and ends with a memorable bang. But its still missing something:
Although this campaign is catchy, it is really only GREAT for the people in the square. The video of this event is interesting, but once its over, then what? This campaign doesn’t lead to anything. There’s no call to action to see the TV shows and there is no attempt to make it viral with social media. The only thing you are left with is the hope that someone else will push the button! – A flash in the pan – So, here are 5 ways that you can improve your great campaigns:
1. Include a social element:
The resistance to doing this is that it may complicate the campaign, but honestly, its fairly easy. Create a micro-site for the campaign that includes other videos, social media share buttons and throw a clever hashtag on it. With this TNT campaign, they should have included the site URL and hashtag on the banner.
2. Gamify your campaign:
This doesn’t have to cost you a bunch of pretty pennies. For a relatively small amount of marketing dollars you could create a site that creates a similar emotional reaction as your live campaign that can be done, over and over again. With a little ingenuity, you can even increase the play time but adding randomization. For TNT, for example, they could create a micro-site that has a button and every time its click, random things happen on the screen. Silly, but easily hours of entertainment and potentially viral.
3. Integrate your campaign:
Take your one idea and chop it into multiple segments and tangents. Invest these tangents into other mediums like print, TV, radio, social, web, video, apps, etc. The TNT campaign only hit two, but by putting it out on multiple channels you minimize your risk and extend the reach. For instance, TNT could put a print ad out that has a big button on it, has the caption “What Pushes Your Buttons?” and leads them to the micro-site, or has a QR code that brings viewers to this video.
4. Include your consumer:
Extend the emotional response and get your “man on the street” action on. After this great show, someone should be running around interviewing the witnesses and THAT should be put on the web. By including your audience and part of the campaign, you have captured their excited and now invested them into the campaign. They will be more inclined to share it with friends and this also gives your brand more transparency.
5. Create a competition:
Using the above tactics it would be easy to create a contest around your campaign. Contests definitely need to be integrated these days and are a direct line to your consumer, so they will be involved. A contest in itself is also a game. For TNT, they could do a video contest of people explaining what they think should happen when the button is pushed. Then actually create that scenario, grant the winner a prize and push the video out.
I love great campaigns like this, but hate to see them stall because the agency wasn’t thinking big enough or allowed to act on the bigger ideas. The TNT campaign as it stands is more or less hyper local, especially since the above video isn’t getting as many views as they had hoped. Don’t smother your creative talent and make great campaign even greater!
“My wife and I, connected through Twitter and both social media geeks, got married 3 years ago and we thought it would happen fairly quickly. But after the first year it hadn’t happened yet, so we actively started trying. A year of trying and it still hadn’t happened yet. We thought, “maybe it wasn’t the time.” Two years now we’ve been trying, but it still isn’t happening. We’ve tried everything! I’m beginning to think its me, something I said or something I’m doing. My wife literally cries herself to sleep at night. No matter what we do, we can’t get our Klout scores above 70!”
Isn’t that the truth! Everything we do to be “engaging”, sharing the latest news, keeping up with the topics and talking with people about their interests, yet, some metrics stay unchanged. That is of course, until you become part of an exclusive community. #UsGuys, #SMManners, #SMGirlfriends, and #BizForum bring like minded people together and there is an ebb and flow of discussion that pushes metric results up. However, being a parent instantly connects you to millions of others who are going through or have gone through the heartwarming challenges of raising a child. This instant connection results in great engagement and inevitability a higher influence score.
I met Freddy Jana recently and he even exclaimed that since the birth of the new love in his life he’s noticed and increase in Klout.
Parenthood is a growing community on all social networks from Twitter to YouTube. Mommy bloggers especially have seen incredible growth in the last year. 1 in 3 bloggers is a Mom! 89% of mommy bloggers have children between 2 and 11 years of age, which means we’ve just seen the peak of parenthood content. The teenage years are coming!
Possibly the only people more influential online than parents these days, are cat ladies.
Kotex and Smoyz, an ad agency from Israel, launched the first Pinterst campaign targeting 50 influential users. The results were interesting…
The campaign only garnered 684,853 total impressions, which seems awfully low for what a campaign like this would cost. Shipping, time and product have a hefty pull on the ROI. Granted this video also gained an extra 65,000 impressions. Overall, it was a great play by Kotex and Smoyz. In the true spirit of social media and understanding the individual consumer they produced a campaign that will be memorable for 50 women.
This poses an interesting challenge. Only being able to estimate the true cost of this campaign, would it be financially feasible to give each influential consumer of your business this kind of individual attention? You certainly don’t have to go to this extent, but could you and would you go this far to understand your consumers?
Google recently announced their development of the Google Glasses, augmented eyewear also known as “Project Glass”. Only a few days in and the internet has already taken hold. Unlike the anti Facebook and Twitter consumer generated content we saw in support of the G+ launch, consumers are ragging on Google’s Development!
Concerns are also being expressed. In this article by Forbes, James Poulos describes a few ways the Glasses will revolutionize the world and one way it won’t. The deep concern from Poulos is how it will affect our laws. Intuitively, having glasses that can recognize faces and feed public, online information about a person directly and discretely to you could lead to a whole new kind of discrimination.
More interesting are the potential effects on the Social World. Imagine the “ultimate” pickup artist app which allows you to recognize someone’s face in a social setting, see their age, relationship status, 5 last blog and video posts. You have instant access to learning about them and could create custom tailored pickup lines. Or visa versa, read something incorrectly and miss out on a potential soulmate.
We already have almost immediate access to our contacts online profiles through mobile devices, but the Google Glasses puts a dangerous twist to the access. It allows us to do it discretely. A major complaint from the boomers is that mobile devices come to dinner tables and interfere with in person communication. With the glasses you could literally be watching a YouTube video while making eye contact with your grandparent, spouse or parent – them none the wiser!
How do you feel about the potential upside and downside to the Google Glasses?
The NYC Subway Trains usually have very ineffective and boring advertising. Ads that even during a long right when you can’t help but look at them, they makes you roll your eyes. However, Tidy Cats successfully created a great ad campaign around the smelly issue they deal with. “Life Stinks” is their slogan and they point out a few situations that speak to the rider. The campaign keeps it relevant to the rider’s current situation and the series even includes a couple that make you think!
The campaign comes with an its own site NoMorePU.com which contains extra “hilarious” video content and an place to crowdsource consumer stories.