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16 avril 2005
Selling noise
There is a humorous story of a man who lived near railway tracks. The train passed by his shed every day at 3:49 a.m., but after a few weeks he had got so used to the ruckus that he didn't wake up anymore. One morning, after the man had lived there for three years, the train didn't go by because there was a worker's strike. At 3:49 a.m. on the dot, the man awoke with a start and screamed, "What was that?"
Sometimes when I'm driving, in town or along the motorway, I suddenly get "pulled" into looking at a billboard. Those that "pull" well, at least in my experience, are the empty ones, the ones between the previous advert and the next one. They usually just have a simple temporary message, or just a telephone number, should the passer-by be interested in placing an advert there.
That characteristic "pull" is what interests me. Does absence really make the heart grow fonder, as they say? The man asleep in his shed pulled out of his sleep by absence rather than by presence, much as I, and perhaps most of us, am pulled by the same force. Is this phenomenon used in advertising? Are there brands that deliberately absent themselves (from advert studios and the media) for a time, with the aim of exploiting this characteristic "pull" during that down-time?
Can the advertiser successfully use the customers' sick-and-tiredness (make your right hand flat and rigid, then run it from left to right across your neck) to get more visibility for the very product customers have had enough of? If you sold noise, could you make it more noticeable by silencing it?
avril 16, 2005 dans Advertising | 
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11 avril 2005
Nouveau blog et auto-promo
Un coup d'auto-promo pour annoncer nouveau département - The Lab - à l'agence où je bosse et surtout son émanation, un corporate blog dont le thème sera d'étudier les relations nouvelles entre marques et consommateurs.
Comme je ne suis pas innocent dans l’affaire, je me dis que si vous suivez post2k.net, ProximityLab devrait vous plaire…
avril 11, 2005 |
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09 avril 2005
An Eskimo Customer
Can everything be sold? In order to sell a product, it has to be marketed somewhere upstream, and somewhere downstream the buyer has to be convinced into spending his or her Shekels. Convincing buyers to do so carries some sort of risk, a risk of failure for the seller and a risk of a rotten product for the buyer, which further implies that in order to cancel that second risk in the buyer’s mind, the marketer has to be damn good.
In the Queen’s language we say that people who can perform such a feat, even against the odds, can sell an Eskimo snow. But back to my question: can everybody sell an Eskimo snow, provided they are truly convinced the Eskimo needs more snow? Provided they’re convinced that the snow the Eskimo already has can perform only some of the required tasks in Alaska, and not all?
I think the answer is a resounding Yes. Everything can be sold, and any marketer and seller can sign a contract to sell an Eskimo snow, provided that marketer and seller are good at what they do.
However, some marketers and sellers do have a head-start, so that others have to be much better than them, before they can sell the same snow in quality and quantity to the same Eskimo.
avril 9, 2005 dans Advertising, Customer strategy, Marketing services |
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05 avril 2005
A Business Blog? What For!
A business blog? What for? So that you can more easily build rapport with potential clients, encourage a community, folks who stick your business blog URL among their browser bookmarks. That's just one reason. There are many. You also wanna share news and know-how, and it'll cost you less than a newsletter both in Euros and in time spent.
Since the most communicative blogs are two-way streets, your visitors may just happen to have one or two things to tell you, like how they prefer, or don't prefer, to be provided with service.
One of the strongest arguments for running a business blog, in my view, is the characteristic company voice that such a blog permits. Lively, interactive and dynamic, the [business] blog is the equivalent of a receptionist who answers the phone with a warm, smiling voice, as opposed to a mechanical voice on the answering machine, which I compare to hardcopy communication.
If you want to go further along these lines, check out "Buzz Marketing With Blogs for Dummies," plus its companion website. It is probably a good book.
avril 5, 2005 |
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02 avril 2005
Welcome !
Mes statistiques sont une invitation au voyage...
avril 2, 2005 dans Weblogs |
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Blog et cacahuètes
Demain, Dimanche 3 avril à partir de 20h à L'Ecume bar, rue de l'Hermitage, à Paris dans le 20ème
Vous venez ?
avril 2, 2005 dans Weblogs |
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01 avril 2005
Gmail, un vrai faux poisson
L'image parle d'elle même...
D'ailleurs si vous voulez un gmail... n'hesitez pas.
avril 1, 2005 dans Killer Apps |
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Film personnalisé
Selon Adverblog, 3000 publicités personnalisées sont réalisées chaque jour sur le site de SN Brussels Airlines qui trouve une idée amusante pour le lancement de son site.
Dans la même veine : Converse.
avril 1, 2005 dans Branding, Digital marketing |
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iRobbed
Brian Chin points out the danger, especially in New York City, of the iPod's trademark white earbuds. "The iPod's trademark white earbuds apparently scream 'steal me' to thieves, the New York Daily Post reports." The NYPD in fact credits the recent hikes in muggings to this very fact.
The potential mugger goes, The earbuds go from the ears down into a pocket or a bag. What's in that bag? And instead of downloading all those MP3s one by one, and sticking my neck out each time, why not just grab five hundred MP3s once?
avril 1, 2005 dans Technologie |
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