»advertising«

We were thinking of so called guerilla marketing strategies to get the highest response of our target group. Another advantage is that the costs do not have to be too high.

If you would like to learn more about Guerilla Marketing please check out following website: http://en.wikipedia.org/wiki/Guerrilla_marketing
In the library there are some books available.

Thinking of the methaphorical meaning of 'table' we collected:

• invatation = pick-nick basket
• catalog will be transformable into a table
• the information flyer will be put into french fry boxes
• hand written cards

Please think of more ideas and post here waht you think about.

A Film by Dove reveilling in a second what 'is shaped to shape us' (though it might appear questionable since Dove is a brand of Unilever, owning other brands like Lux or Ponds).

Youtube-galore!
Well, this time ebedding was disabled but a nice movie though. Reminds me of this and this and a tini bit of my internship ;D

|Edit|
Forgot to place the link, sorry!

De effectiviteit van traditionele media erodeert met de dag. Van de nieuwste nieuwe media kunnen we alleen nog maar vermoeden dat ze ons, als reclamemakers, voldoende compensatie gaan bieden.
Psychografisch, worden consumenten steeds warser van reclame waarnaar ze nooit gevraagd hebben. Infografisch, stelt technologie afnemers steeds beter in staat om ongewenste boodschappen te blokkeren. Demografisch, zijn we de fragmentatie al voorbij, en zijn we het tijdperk van atomisatie al ingegaan.
Economisch, hebben in hogere oplages gedrukte media hun langste tijd gehad. Productie en distributie van print zijn simpelweg te duur aan het worden.
Ontsnappen aan dit slagveld vergt wat meer dan een productmanager die een briefinkje uittikt en een creatief team dat een conceptje bakt. Het vergt een lange termijn-strategie.

Het vraagt om generalistische deskundigheid. Om het vermogen integrale media- en middelen-mixes samen te stellen. Om het talent de kansen en valkuilen van nieuwe technologie nauwkeurig te evalueren. Om de discipline en het budget waarmee je nu eens echt kunt onderzoeken (èn tracken!) wat de consument beweegt. En het geduld om tijdens de fade-out van traditionele marketing, de kortste evolutionaire route te vinden naar Nieuwe Marketing.

Als ik u was, begon ik deze hele survival tour, om het brein alvast wat los te schudden, met het definiëren van een branded content-strategie.
Commerciële signalen moeten in de toekomst immers in elk geval zó relevant en/of aantrekkelijk zijn dat consumenten er kennis van willen nemen.

Het goede nieuws is:
- Dat we met z’n allen al een eeuw of vijfentwintig voorraad van deze commodity hebben opgebouwd, die zich over het algemeen heel goed laat hergebruiken.
- Dat er elke dag verschrikkelijk veel content bijkomt.
- Dat recycle-bare content steeds beter gepackaged wordt (zie bijvoorbeeld www.thecoverstory.com).
- Dat producenten van content steeds harder de noodzaak voelen en steeds beter in staat zijn om rekening te houden met de wensen van commercianten.
- Dat door klanten gegenereerde content een steeds relevantere factor blijkt te zijn.
- Dat al die content zich steeds beter laat organiseren en vinden.

Ik wens u een geïnspireerd nieuw jaar, en lots of good thinking.

(Dit stukje verscheen eerder als column in Adforesult, 2005).

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In a world where more and more of the same is becoming the most compelling business proposition, it is extremely hard to make a product stand out in the crowd.
We've worn out all of our famous 4 P's long ago - until the level where only rubbing in our brands into the brains of our target groups seemed a sustainable way to distinguish ourselves.
But brands are becoming less and less interesting to our customers.
Because, once again, all brands are becoming more and more of the same boring same. Therefore I think branding is also a dead end track.

Customers want a good product, or a good service - nothing less, nothing more.

Up till now we have been using - or abusing - technology in the same way we abused marketing communications - namely mainly as a means to rationalize our operations. To undress our services to the bone. To make our operations more efficient. To make our sales more effective. To improve our margins - preferably without adding value to our delivery.
Probably one of the most destructive abuses in the history of business has been in automating customer services.
Where concepts for self help are presently more popular than concepts to improve a customer's experience.
Where premium rate voice response systems lead us into waiting queues, and - only if we're lucky - into the hands of students who read their answers from computer generated Q & A scripts.

What's so entirely wrong about these concepts, is that they completely ignore the fact that only a small percentage of our customers are in fact self sufficient, and even a smaller percentage want to be self sufficient.
We've always known this. The art and science of direct marketing has learned us since World War 2 that only a minor part of our markets can be developed through customers who don't need a normal dose of service. Nevertheless, we're presently trying to push complete user bases into the lame claws of our CRM systems.

What most people really want is simply to get appropriate service, especially when they need it, the moment they need it. More service. Better service. Service that makes their lives easier instead of more difficult. Service that takes away hassles. Service that enables them to spend their precious time on things that are worth wile. Service that honestly tries to give them a better customer experience.

In a future where we will dominantly have to live with one person markets, we'll have to live with customers who don't accept that they are shouted at, through advertising, and who won't accept that they have to maintain a dialogue with a software. The futures of commercial communications AND of services is in H2H. Human to Human.

(Presentation text for Club of Amsterdam seminar, 2005).

Generate slogans for what nobody wants to be advertised for.
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