May 20, 2013 Leave a comment
This picture sums it up pretty well.
Solving mysteries at 104 degrees Fahrenheit (40 degrees Celsius).
February 20, 2013 Leave a comment
If you work in advertising (and even more so on the media side), you have attended MANY vendor presentations. Sometimes they are from media companies who want to show you why you should be buying space on their sites, or partnering with them on content creation. Some are measurement companies, social dashboards, app developers, Facebook community managers, the list goes on and on.
I’ve sat through hundreds of these presentations and have brought many of my friends’ companies in to speak to my colleagues. So here, from my experience, are the best ways to present your company to a room full of advertising people (in no particular order).
What else? Anyone want to chime in with some other ways vendors can make good impressions on agencies (and don’t say give us free stuff like Xboxes or ski trips – that only happens at media agencies).
February 19, 2013 Leave a comment
This is what greeted me today as I left Back Bay Station on my way to work. A guy was handing out these envelopes to anyone who passed by announcing “Two free dollars and a chance to win a vacation.” I’m usually in the camp of people who would prefer to pepper spray anyone who attempts to talk to me, or hand me anything, on the street, but I figured, two bucks is two bucks.
And as you can see, it was a real two dollar bill. and a real chance to win a vacation (I didn’t win).
But ask me about the last banner ad I saw? NOTHING. The last banner ad (or “OLA” as us in the advertising world like to call them) that I can remember was a home page takeover of the NY Times, where the “I’m a Mac” and “I’m a PC” guy pulled a lever in a unit on the right-hand side, and it changed the headlines on the leader board banner at the top. And that was probably 2008.
In order to find out if you won the vacation you need to enter your email address. How many address will they collect today? The guy handing out the envelopes had a big stack. And he had probably been there for a while already. Multiple that across a few cities and you have a nice email recruitment effort. A nice, CHEAP, recruitment effort. Even if only 1 in 10 people check to see if they have one, it’s still only a cost-per-acquisition of $20.
Compare that with average click through rates of .05% for display ads and it seems to me that you need to run A LOT of banners to get that same person to take action. Granted, there is no opportunity for storytelling here, no brand-building creative, they didn’t change my perception of TNT Vacations (although they did make me aware of it, so that’s pretty good).
I often wonder, when my clients tell me that want to spend millions of dollars on banner ads, whether or not it would be more effective to simply pass out money on a street corner.
Just so you know, banner ads used to be A LOT more effective:
October 9, 2012 Leave a comment
Two weeks ago, after attending an all day “immersion session” about a new vehicle my clients in Detroit are launching I was getting into my car in the satellite parking lot when a car pulled up next to me.
“Hey” said the driver, “You guys just coming from [CLIENT NAME REDACTED]? You work there? Agency guys?”
He was driving a vehicle made by my client, was in a parking lot that I believe is affiliated with my client, but this seemed a little off.
“Yeah, agency,” I replied, feeling uneasy. Who was this guy? “We were at a workshop.”
“So what’d they have up there? New vehicles?”
This is when I started getting nervous. I gave my co-worker the “get the F^&K in the car, now,” look and curtly replied “Just learning about some vehicles.” and got in the car as he drove off.
I have no idea who he was. My memory is fuzzy, but he may have looked like this:
October 8, 2012 Leave a comment
And I have to say, it was pretty cool. I’ve been to many other agencies – Arnold, Digitas, Saatchi & Saatchi, StarCom/MediaVest, Weber Shandwick, Publicis, Goodby Silverstein & Partners, Sterling Rice, TDA, Hill Holiday, DeVries, MS&L, and countless others. But never has a founder of the agency taken the time to visit with me, to give me a tour, or tell me about the culture of the company he or she founded. Granted, most of them have long since passed away, moved on to other agencies, or retired, but still, this was cool. Read more of this post
September 19, 2012 5 Comments
Gawker is eagerly reporting that admissions to two-year, US, business school programs has dropped. With a healthy dose of schadenfreude, they gleefully report that all those people who went to business school hoping to help themselves during the recession wasted their money.
While their attitude and sense of self-righteousness is misplaced, the core of their argument is not. Read more of this post
September 18, 2012 Leave a comment
As a planner, I am often most involved at the beginning of a new project. The part when clients are coming to their agency with a problem they need help solving. This usually comes in the form of a “client brief” or a “marketing brief” (not to be confused with the creative brief).
And this client/marketing brief is the key to getting good creative, and ultimately solving the client’s problem in an awesome way. Read more of this post