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Generate slogans for what nobody wants to be advertised for.
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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

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Forgot to place the link, sorry!

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).

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).

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).

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.

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Today’s advertising trends are summed in one single word ‘customize’. Advertising is meant to provide much more than promotion solutions of a particular brand. Modern advertisers believe in wondrous achievements in brand advertising through customized strategies, techniques and tools. In this blog, let us find out whether OOH advertising media provide customized brand positioning or not.

‘To sell better than others’ is the main goal of every contemporary brand owner/advertiser. This very objective encourages them to hunt for better idea and tactics of brand promotion that will position their brands with targeted impact on customers’ mind. Outdoor Advertising is one of the most adopted means of brand promotion. Brand owners/advertisers prefer to launch their ad campaigns through OOH media because of its rich impact and accountability factors. Besides, it has also been noted that any OOH advertising medium provides customized brand message to customers. Most of the OOH Ads do not pester customers’ attention. They inform and instruct them about a valuable brand message in an interestingly crisp manner and through a customized channel.

Modern customers are quite choosy. They prefer brand messages to be perky and brief. Outdoor advertising media is perhaps one of the few advertising mediums that present the brand message in a lively way. Most of the OOH Ads have short content and their designs are attractive enough to hit maximum number of eyeballs. This way the brand message is hardly missed by customers through an OOH media that again makes it a customized mode of promotion.
Advertising as an art of brand communication has been much evolved. Thanks to technological innovations that have enhanced advertisers to come up with more exclusive methods and practices of brand promotion. Though ideas rule the roost, the tool that implements that idea matters more in today’s time and that very tool again needs to be customized just like an OOH media.

For more info visit: http://www.tdiindia.com

Outdoor Advertising in India is one of the most opted modes of brand promotion. Indian Outdoor Advertising industry comprises of a major share in the overall advertising industry. Outdoor Advertising avenues such a billboard ads, kiosks ads, airport/metro/mall ads are popularly adopted by brand owners. Billboard advertising is one of the most widely adopted forms of outdoor advertising. One can see billboard ads almost anywhere in the city- at the traffic point, at the metro stations, at the shopping malls, at the roadsides, at the highway etc. Until the launch of some technologically enhanced tools of outdoor advertising, Indian outdoor advertising was synonymous to billboard and poster advertising. Billboard ads have been effectively used by brand owners and advertisers on a larger scale.
With digital technology, Indian Outdoor Advertising has seen a drastic change. Billboard ads are even digitalized in contemporary outdoor advertising, thereby providing a richer impact on target groups about the various endorsed brands. The rising numbers of shopping malls again provide lucrative advertising opportunities to brand owners who want to advertise their brands through the rich and interactive mall media. Mall culture is spreading at each and every nook and corner of the country, thereby providing brand owners striking opportunities to popularise and position their brands amongst target groups.
Airport Advertising, another popular avenue of outdoor advertising is also gaining much acclamation as one of the most effective avenues of brand promotion. Airport ads are considered exclusive because of the rich ambience as well as the ‘state-of-art advertising mediums’ used by brand owners to launch their promotion campaigns. Airport ads target rich people/decision makers who can easily spend for the advertised brands. Hence, various posh brand ads are launched through airport media with a targeted impact on those rich customers. The growing numbers of airports in the country further provide brand owners exclusive brand advertising opportunities through airport media in the near future.

Mindsets of customers vary from one another. There are some customers who simply buy your brand because they need it. There are some customers who buy your brand because it seems better than others. As an advertiser you have to make justifications that your brand is the best of all, if at all you have to target the latter set of target groups for your promotion campaign. In all these, what is worth evaluating is the particular media vehicle through which you are making your brand message accessible to your target customers. Outdoor Advertising media is one of the top modes of brand promotion. Pitching through OOH Advertising media has become one of the latest norms of brand marketing. A wide range of brand owners are heavily investing in OOH domain. One small concern amidst all these hustle-bustles of brand marketing is whether OOH media is fit to successfully roll out your promotion campaign? Will this media provide the targeted impact on your customers? The following paragraphs will enlighten you.

By advertising your brand through OOH media, it becomes accessible to customers for maximum period of time. This is one of the striking benefits why you should advertise through OOH domain. Especially considering the hectic lifestyle of modern customers who do not have time to switch on their television sets to go through various brand commercials, out of home advertising is the exclusive mode of brand promotion (to attract the attention of the mentioned category of customers). An Outdoor Advertising presents a fixed message but in a flexible manner. Those who missed the brand message at a particular location can re-visit the same location later and go through the brand message. The appealing graphic, the big, bold and bright fonts used in OOH Ad displays are also some reasons why customers find an OOH ad irresistible. Any OOH ad indeed provides rich impact on customers. Hence, OOH media successfully works for your brand promotion campaign.