Marketing Point

New era of Advertising?

  

Am I too old?

I was doing my morning routine – running in the park, listening to music on the radio from my phone, when I heard (felt) a very interesting approach of marketing. Why felt? Its because I literally felt the message of the advertiser. It was a commercial from Esurance with not only a good copywriting, but also has a great delivery of the the message to the client.
Lets face it! Who gives a damn of those 15 sec of commercial when you are listening a powerful and engaging music, when you are trying to run your 5k or 10k? The only thing that you are thinking of, is how annoying it is and how can you skip it or to go faster, cause it’s bothering your running mood. 

Even I, for example, I  know to appreciate a good commercial, and looking for something inspiring, still I don’t like when there is a commercial break when I am listening to music. But when I first heard this commercial, it got me realize that I’m way out of it, that suddenly I woke up ten years older and I am out of practice as a marketing/ advertising person. Seriously, I have been out of practice one year, meaning that I am not working in marketing for a year, but it I always try to keep up with the new things that come out for the advertising and marketing sector. After this, it got me thinking that I haven’t really do a great job on keeping up with the latest news and trends.
The ad comes out of the ordinary right from the beginning, when you can hear the so called Left Brain “talking” in your left ear only (earbud ) and then the Right Brain in your right ear, and it goes back and forth, delivering the message. It gets your attention right away, not because its interesting, but also because it kind of gives you a headache.
It’s a very interesting tool to delivery the message in a way that the receptor will actually listen to it. Lets face it, nowadays its very hard to impress the customer. He is targeted with so many commercials and ads, but he still finds a way to avoid it: TV recordings with fast-forward through the commercials; radio subscriptions to avoid the ad spots, etc, and it is kind of hard to catch his attention when by accident, he hears your ad. Now, that the ad it’s a little annoying, it’s a different story. This back and forth talking in one ear and then in the other it can give you a real headache (in other words, catches your attention 🙂 ). I actually saw a feedback to the company that the ad it’s creative indeed, but it’s irritating.
Just to let you know, your “Right brain, left brain” ad spots on Spotify give me a headache. While I applaud the creativity…. they kinda hurt my head. Keep up the good work“. 

Also, if we are in the “right and left ” area, I couldn’t mention the amazing Mercedes creative ad. I don’t really think there are any connection between them, but the execution is amazing! That proves once more that the most simple and common ideas are the best ones!
Everyone knows that there is two sides of every story/brain, but there is always a way to find the best compromise in order to prosper! Well, I guess that both of them did find it, and they didn’t have to search to far – it was in the left and the right brain 🙂

  

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Monochromatic life…

  

It’s funny how these things go… I remember that when I was a kid, my dad loved tacking pictures of everything, especially with his kids. ( like all parents I guess) He had a lot of cameras, he was very passionate about photography and that made him buy and own at least 4 different cameras, which 30 -40 years ago meant something! I remember that he had also a T-shirt printing machine so you can make T-shirts with your picture on it.
Anyways, coming back to what I wanted to say, about photography, it’s the black and white photos that are much more interesting to me than the color ones. I would say actually that the photos are made to be black and white and only the paintings are in need of color!
The black and white photography has something that colors can’t give you – they capture in one shot the entire world. It’s like it has a soul of its own, an art for only the gifted people that can understand it up to its core. Maybe cause I am closer to the black and white photos as I grew up, or just because it looks a lot simpler, or it’s just the wordless feeling that tells me a true story, but i’ll never trade : a good black and white photo for ten colorful ones. And seeing this article on adme.ru.ru website made my point even stronger! 

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Imagination. For Selling and Unselling

I just love anything that it is related to advertising, marketing or just creativity in any way. And the best part about it, is that it does not need to be said/ made or understood by some advertising or marketing guru – it that simple that everyone can figure it out and appreciate!!
Most of the marketers have a very specific job to do – sell (growth and productivity – money-wise). But I guess its just depends what you are trying to sell, isn’t it?
This video of the BTL campaign ( I guess I can call it that) its out of the extraordinary!! IT IS UNSELLING !! That is its main goal! Forget those 4 years of marketing that I’ve studied in university, forget those 4 years of advertising that I’ve worked in Ad Agencies and fancy european corporation – marketing its not about selling! Its about touching people, and making them realize the most common thing that they already know, without them actually realizing it.

I just couldn’t resist not to reblog this post! I applaud the other creative art, but the video its way over the top! That is what creativity and marketing all about!

Ideas, Riffs And (Some) Noise On All Things Marketing. Branded

Quick Read: Evoking imagination has always been a classic trick in the marketers’ book. Let’s see some recent examples where it’s been used to sell. And to unsell.

Man-eaters and the ritual of imagination

For four years, Dutch designer Daniel Disselkoen made the same journey on the same tram route to his art academy, and realised that he had stopped looking out of the window and being curious about what he might see. So he developed a simple little real-world hack called Man-eater.

Predicated around the idea that familiarity with a subject, our environment, surroundings or routine can limit discovery, Man-eater is a simple yet compelling call to action to invoke our imagination to make extra ordinary out of the ordinary.

Is at about seeing the world through a child’s eyes? 

Museum of Childhood

Museum of Childhood (yes, there indeed is a museum by that name!) says exactly the same…

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Competition: Good or Bad?

   


It wasn’t like now, recently, I started to ask myself this question, it didn’t just hit me. Many times I was thinking about this, but just recently I saw an actual example, that made me realize that it’s a good subject for discussion. And, yes, it wasn’t just me that thought about this, many other people talked about the effects of the competition, others even wrote full papers and dissertations  on this subject.

We see competition in everything that we do during a normal day in our lives. Starting with the same race at the bathroom in the morning, continuing with the “who’s going to be the first at the street light” or at work, and ending with that special person whom you try your best to impress. This is not just an homo sapiens thing, there is no point to be arrogant about this,  its relevant for all of the species on the planet. 

So the case that got me thinking this time about this, and the effect that has on subjects (human or otherwise) was about two acquaintances of mine – two partners of a restaurant business. They’ve been together for over 7 years, opened two successful restaurants, and after all this time decided to go separate ways. Now, the time for changes came.  Its like a competition: who gets the most of the regular clients, who proves that is the best and it is better at this, than the other… I know that its kind of harsh, and this is what competition is all about, but they act like little kids that are trying to prove they are good, so the mommy will give the candy to one of them.


What is wrong in doing changes? Nothing! Its just kind of fake… up until now, there were no changes, and even if there were any requests for that, it wasn’t possible or somehow it was way too expensive. Now, after they split, everything is possible. Could this be just because now they have a clear task: you’ve got this, I’ve got that, and each one makes its one decisions and is the leader of a specific part of the business?

Is competition hand in hand with leadership? Or without one, the other can’t exist? According to social darwinists, the competition has its main goal or effect the determination of the best one from the group (politically, economically, biologically, or otherwise).
So, if that is true, we do need competition in order to see which one is the leader. That’s how we came in this world, that’s in our blood. We evolved to “homo sapiens” through competition and leadership: we competed for our territory, for our food, for our mates. Even our reproductive cells compete between them. The only thing we do not have in our blood is the ability to stay human in a competition. Coming back to my case that brought me here, I realized why Gandhi was not to in to competition. He speaks more of egoistic competition, that can lead to violence, conflict or destructiveness.  Only one of the managers mentioned before saw this competitiveness more  through its ego. Yes, he is trying to do best, and to prove that his  leadership is the one of a true nature, but the way I see it, its just someone a little frustrated that things didn’t go his way, and now he needs to prove himself more for its ego not for the best of his business.  This brings me to my opening quote: “competition brings the best in our business/products, but
the worse in people”.

Yes, competition is something that we have to deal with everyday! Its not just necessary, its in our blood – we cant run from it! Most of the time it’s a good thing, because it brings the best in what we do, and in what we are, but we do need to be very careful not to mix it with egoism, jealousy, and hate, otherwise we become worse than animals. For example: two lions will fight for their territory, for their food, for their mates, but they will never, at one point, go in a different heard to fight, just because they feel like it. And that is why some people, that see competitiveness through their ego are worse than any other animal on the planet.

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What we write about tells us who we are…

Just came across this post, and I couldn’t reblog it! It is so true! I remember when I first started to write, was about a love story, my first love story, when I was a kid. Even if I deleted it after I had finished it, I still remember the true feelings that were the base of the story, and how innocent and honest was… there fore I think that was one of my best stories that I wrote about – when I wrote about a true, honest feeling that I had! and to try to re-write it now, I don’t think I could write it that good as I did back then!

Cristian Mihai

write

“What is the issue that is eating you up? What is the personal fear that you can’t resolve and you can’t tolerate? Are you getting old with fucking NOTHING to show for it? Then, write Invisible Monsters. Are you worried that your brain or talent isn’t capable of creating anything interesting or unique, and you’ll die and rot and be forgotten – failing everyone you love? Well, then write Diary. My point is, use the story to explore and exhaust an issue of your own. Otherwise, you’re just dicking around, playing “let’s pretend.” If you can be ruthless and honest about your own fear, you express something that other people can’t express. You can resolve your own anxiety – through research, discussion, experiment – and that freedom is what brings you back to writing.

What could you never talk about in a million years? Then, write about that.” – Chuck…

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T.S. Eliot Explains The Problem With Modern Day Writing

Not much to say, just that it is so true!!! I had to re-blog it !!

101 Books

Keep in mind, he said this in 1921.

eliot

That comes from Eliot’s The Perfect Critic. Photo and credit to K Street Hipster on Twitter. 

I’ve read that quote several times. And, the more I read it, the more I realize how it’s about much more than just writing. It’s about debate and how we gain knowledge.

That last sentence really struck a chord with me: “And when we do not know, or when we do not know enough, we tend always to substitute emotions for thoughts.”

How insightful is that? Think of online debates about Michael Brown or Eric Garner. Think of any debate or argument, really, online or not. How often do we let emotion get in the way of rational thought?

Great stuff from T.S. Eliot more than 90 years ago.

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My idea, your idea … any idea?

It’s no surprise that when you work in a specific area of activity, you are more focused on what is happening in that particular world. For example, I always pay attention a little bit more than others in my family to everything that is related to advertising or publicity. And its not just because they don’t care, its cause I see in those commercials a lot of flash backs from my college and work. For instance, a few days ago I saw a TV Commercial on an USA channel, from PayPal company. It was a flash back  4 years ago, when we did a TV Commercial for one of our clients, from Moldova. That was a surprise! Why? Well, the commercials where very alike.

So, if you put all together, like : two different countries, two different products, and most of all two different time frame, the ideas are so close to each other!! I know what you would think – ‘inspiration’ from the first one (its not like it never happens in this line of business). But no way! I know that for a fact, being sure that our commercial didn;t leave the premises of our country.

Made me think, how interesting and close are the minds of the people in the same line of work/activity, so that time and space apart, they came up with almost the same ideas. How can a copyright issue be solved in this case? Is it any? Its not like its about that, cause the laws of advertising are so wide-framed and different in the same country, nevertheless in different ones, and here we are not talking about breaking any code or something. at the end of the day, its about the success of the idea that you put in to the project, the success that will bring to your product/company. But then again, here the success was different too: the second commercial, for the well known company – PayPal, has success with the commercial ( at least I see it a lot on TV), while the first one, is well forgotten already (sadly, cause I actually worked on it).

Although, it makes me proud, cause we, an agency from a small country,  had the same idea why before a bigger advertising agency had it for its bigger client. 🙂

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Cheers ! :)

fautor

Well, let’s say that sometimes  I get lucky! At least prizes/ promotion  point of view. Last week I participated in a promotion of a local brand of fine wines and I won a bottle of my favorite kind of wines – Rose! I did’t open it yet, since I plan to give it to my sister for a special occasion – The baptism  of my sweet and first Goddaughter! Only the thought of it makes me smile and fills me with joy! But let’s get back to the promotion.

The promotion was on Facebook – so the only promotional cost was the time spent by the administrator of the page, and knowing the marketing thinking in MD, usually this is equal with zero for the company. It remains the cost of the actual gift –  the bottle of wine – which gives you the opportunity to taste it and it not that much of a cost for the production company (its own product).

The conditions were simple: Register in the promotional contest,  change your FB profile cover with the one with the brand and logo of the company, keep it for at least 10 days, and one bottle of fine wine is yours! Nice and easy!

Today, when I went there to get it, a signed on full A4 page list, that hat a few more beneath. That’s telling me that  the people were actually  involved in this contest.  Why shouldn’t they? The wine is very good, high quality, and its free. More over you don’t have to do anything that complicated, 5 minutes and you’re done!

But, I would add some more to it:

First, I would say that the cover photo is not that good choice. I would go for the profile picture. Yes, probably they thought that nobody would change their profile picture to a strangers one, impersonal. But then again, if they did it with the cover photo, sure the would do it with profile pic.  And the impact would be bigger, as the profile picture is much more often seen than the Cover one.

Second, would make a testimonial for it. When the winners came to get the prize, it should have been some photo shooting to put the pictures on the Fb page, as a proof that this contest was for real, like: “Hey, look how many winners we have! Look how appreciated our wine is !” And let’s face it! People like when they are praised – and a few pics with them on a Fb page, good ones, will make it even better. Who knows, if the pictures are really good, the can place it on the profile , and there we go again – new hidden advertising, and most of all – free!

One thing I know for sure – I liked this small  promotion. It should be more of this kind of  promotions!

Let’s drink to That!

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Good branding …

I was watching (actually, re-watching for like 20th time, cause is my favorite movie) Twilight movie- the first Book, in English off course, and one moment caught my attention, also reminding me about other times and situations, about what  defines a good branding and brand awareness. Probably you have seen the movie, so I won’t start do relate it right now, so I will mention only the part that the boy explained to the girl  how he manage to stop the car with his hand only- “I had an adrenaline rush. It’s very common, you can Google it.” It may appear like an advertisement for Google, but does it need that already when the brand is blending with its key  word “search”? This is not the only example that I can give to you. Not even close!

Let’s take the very same diapers for babies. I don’t know in other countries, but in Moldova when you say diapers… it’s ok, but usually it’s used the word “Pampers” for that. Even though it’s not about the brand’s name, even though the diapers have other brand names, like Huggies or Molfix or I don’t know what other brand name there is for that, still there are called “pampers”. For a half of minute, I already forgot the word “diapers” in Romanian, all that I had in mind is “pampers”. This it can be explained by adding that P&G’s employee Vic Mills, was among the first that developed the disposable diapers “Pampers”, so usually when something new appears, it is associate with the name, the definition term, and the direction of use.

The same case is with a type of noodles from my country. Actually, from Ukraine, I think. The thing is that if I could find the term for diapers in Romanian, for this type of food, I cannot. From my point of view, if it’s a kind if spaghetti, that are in small portion, are curly, and it can be cooked in 2 minutes with only boiled water- it’s “MIVINA” or “MИВИНА”. I don’t care if it’s other trademark, or other brand like ROLTON, , I still call it like that- “Mivina from ROLTON”. Even when I was in USA, I called like that( American Mivina), I didn’t remember the name, the trade mark, the company’s brand, there are the same, why bother?

Even the countries have their brands – country branding. When you say perfume or kiss I say France, when you say chocolate or tulips I say Netherland, when you say tea and royalty I say England, when you say easy money I say USA, when you say banking and financing, I say Switzerland, when you say robots I say Japan, when you say vampires I say Romania … and this can continue until forever. Everything can give to different things brand awareness, it’s either that it’s the first time/place that it was invented/heard about, or the best quality among the rest. Either way it is more about good stuff or qualities. Somehow, for Moldova it’s different. Lately we are the brand for instability and poverty. Perhaps this is also branding, a negative one, but is a brand, right?

Probably it will be better for starters to try to do some “inside – branding”, cause you can’t make something beautiful and strong from the outside when the inside is weak and unstable(putred). It took me a few minutes to think if am have the right to say(write) this, and despite all of the criticism that I will get for this,  I will say it: Citizens  from Moldova are NOT proud to be from here! Hell, sometimes I am not proud to be a part of it, and I am the one that still has hope writing this post. So I wonder how can we make a good branding for Moldova if we don’t want to be a part of it? Well, beats me! Somehow, we HAVE to try! It’s everyone’s job! Maybe after, well, let’s say few decades our country brand will be better known than Paris and the French kiss. But then again, as I said in “about me” post, I tend to be a little naïve.  🙂

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Job seeker vs Job bidder

new job position

Like everyone, after graduation, I tried to find a job. The good days when I was a student that parents were supportive (in the financial way) are over.  In this search, that is still going on, I was overwhelmed by diversity of employers, they offer, terms, and conditions. Here are some of the impression on this topic, mine and some friends of mine, too.

Sure, I did try to find something corresponding to my degree, cause I didn’t study all these three years for nothing. Well, guess what- today only a few employers are interested actually in your degree and your studies. Now the important thing is the experience, and usually, is three years experience in similar position. And after all those after-application interviews, I started to be allergic to expression ”three years experience in similar position” Where can a just-now-graduated  find those three years  if he/she can’t get a job without it. So for now, it seems that finding a job it’s a very twisted thing. The best way to say this, probably will be like this:  you need to get a job (which is unlikely, without any experience),  to gain the  right experience for the position  you actually  want, and is not that sure that you will be actually hired at the end…

Yes, probably is a game of words all that I said just now, but for me was something real! I don’t say that I don’t have any experience, cause I do have, but it’s just that according to some of the employers that interviewed me, is not the right one or not long enough. Yeah, sure! I have been student for three years, so if I could have found a profile-job at the time that I was only a freshman, (that’s even more impossible than it is now ), at the time of the graduation, I would have  the right experience.

So, according to these little theories of mine: Finding a good job- it’s not going to  happen in the near future!

However, this is not all. It seems like some of my friends found a job, even with a little experience. So I think: where is the catch? Well, it wasn’t a real job, after all. You see,  they realized that at the first,  is impossible with, no experience,  to get a job according to your degree, so let’s find one that doesn’t need too much experience, like a secretary, for example. They applied for it, and on the interview they realized that it wasn’t what they looking for. Sure for that job they didn’t need any experience, nevertheless, they needed short skirts and high heels …   The weirdest thing is that these job opportunities were published on a visited employment website. So I wonder, what to expect next? The state employment agencies to recruit for these positions?  That I’ll have to see……

Other employers, that realize that to hire someone that has good knowledge and experience in the specific field, is more unlikely, So they have a different  solution for that. But even here, not all understand that solution in the right way. Most of the big companies, before hiring an employee, they make them  pass two or three stages. First one, it’s  the CV application. Here the job seeker   finds the prospective employer. Then, is the interview stage, that helps the employer to figure out if the CV is Based on real information and facts, or just the person in front and the one from the paper are two different persons. So far so good! Now, on the third stage,  the training or probation period, each company is applying the “Indoor rules” and the employment process is getting different one from the other. So, there are companies, that treats the candidates not to good and at the end of the process, those who didn’t get the job, are, on the other side, relived… Of course, I understand that you can’t take care of all candidates, especially when we talk about a big number. But I think, actually I am convinced, that the employer needs to treat the candidates even better than the clients. Just think about it for a second. When you want to fix your car, your are searching for an Auto Service that it’s good and trustworthy. And if you have two options to chose: the first one – a former client told you that they didn’t fix the steering wheel to well, so he advise you not to go; or the second Auto Service: an ex prospective-employee, that tells you that the service is not too good, he worked there for a while, and he knows it! In this case I am sure that you’ll chose the  first Auto Service, that couldn’t fix only the steering wheel, not the one that has the entire service broken. You’ll not chose this one, because a former employee knows better what really happens there! So that’s why I think that it’s really important to treat the applicants very well, cause they can influence very well the clients.

Too bad that the company that hired me for a probation period doesn’t know that. What can I say, at the beginning was ok, the key to my employment in that company was to find more clients to buy their services. It was clear from the beginning, that I am not going to be paid for this time and  if I won’t bring enough clients, I’ll have to find another job. It was ok, I was agree. The time that I was in the office, the people  from there were  treating me nice, but still, it was different… not that friendly as they appeared to be with the clients or between them. Well, I thought that it was like this because I’m new.  They told me to provide them with a database with clients from my phonebook that corresponding to the clients profile. That’s odd… I don’t have friends that can be their clients. So I guess that from the start I was doomed. But I didn’t give up, I started to search new clients. Then I realized that I don’t have a place to work. It was a small desk in the corner, to fit a notebook – so no chance to invite the clients, that I hardly found, to my desk. It’s ok with that, too. Maybe after they will decide to hire me, they will find me a desk.  Time was running, but I didn’t get the chance to have enough clients, I had only a couple of them.  So I was expecting to not be approved. But guess what, I didn’t expect to “ get fired” over the phone…. It’s like getting dumped over the phone or even worse in a small note left on the table.  Honestly, I did not expect this from a big company in their field. I think it would have been  nice to let me know about their decision in the office like they really care. Now I think that is better to hire someone only for a probation period, to not pay a penny for it, and to get you new clients. It’s pretty convenient, right? Sure, I can make them a bad publicity, (don’ get me wrong, I am not doing this now) and  they can lose the confidence of a few clients…. But then again, it’s pretty obvious that this is not the main concern of the employer.

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