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18 octobre 2005
PVRs, VCRs and Time-Shifting in RSA
Later this year, new video recording technology will be introduced in South Africa. It goes by the name of PVR, or Personal Video Recording. And it has advertisers trembling because viewers will suddenly be able to effectively skip ads.
In all honesty, we've always had the capacity to do so with VCRs, but this new gadget here can record and playback at the same time, giving viewers the ability to skip commercials at will. Imagine stopping a live program, doing an errand, and coming back to watch it at a later time. This is called time-shifting and implies reduced viewing of TV commercials.
What's the difference between a PVR and a VCR? PVRs record TV data in digital format, as opposed to VCRs, which do so in analog format. VCRs use analog cassettes to record and play TV programs, whereas PVRs store data in MPEG format and deposit the data on a hard drive. In essence, then, PVRs are similar to VCRs in functionality (recording, playing back, fast forwarding, re-winding, etc), but can also instantly jump to any part of the program without re-winding or fast-forwarding the data stream. Bye ads.
Will time-shifted viewing reduce the effectiveness of TV commercials in South Africa? It remains to be seen. Has it reduced the effectiveness of TV commercials in America and Europe?
To prevent ad-skipping, advertisers may need to shift their focus to live TV shows or even consider other media options. This means that sport and news slots as well as ads positioned first and last in the break, will be sold at a premium, due to the greater likelihood of them being actively viewed. The number of ads in a break is also expected to diminish.
[Source]
octobre 18, 2005 dans Advertising | 
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11 octobre 2005
Mute Salesperson?
Can a mute salesperson be efficient? You got the basic idea, but the question refers to marketing and selling at every level. It is just simpler to visualise and exploit the analogy of a door-to-door salesperson.
What if after knocking at a door and having it opened, he or she at last stands before the potential buyer, but is speechless? What other tools would a good seller turn toward? Perhaps a wordless demo would be in order. After all, and according to the old dictum, actions speak louder than words. I'm afraid that in such a predicament our door-to-door salesperson would just have to start vacuuming the stoep.
Have you ever bought anything on the weight of the seller's words alone?
The same salesperson might decide to leave the vacuum cleaner with you - the potential buyer - for a week or two, then return to see if you aren't bowled over enough to spend good money obtaining it. Today this particular strategy is ubiquitous. Any web presence worth the name resorts to it. It is easier and faster to hook the potential customer with freeware, adware, nagware, shareware or demoware. Mind you, freeware isn't necessarily free. It's there either to place something of marketing importance on your computer (a spy, for example), or to convince you to buy a more robust version of the product, or to at least speak of it at the next session of your knitting club.
That would be our salesperson leaving you with a vacuum cleaner that, using hidden sensors, measures the percentage or thickness of dust on your floors against a given standard, then tells the salesperson. "0.35 inches of dust at 12:01 on 14 July 2005!" Or the vacuum cleaner could suck up dust quite well, only to keep telling you each time how many kilos af acarians are living happily on your floors; "0.098 kg of acarians at 3:23 pm on 12 October 2005!" You'd be advised that for a mere $29.95, you could get the Pro Version which of course sucks up acarians as well. Or the vacuum cleaner could suck up both dust and acarians marvelously, but only for the first two weeks, after which it is restrained.
Of course, the poor salesperson would run the risk of your finding and neutralising the hidden switch that either prevents the cleaner from vacuuming acarians, or blocks it after the first two weeks, or does any number of restraining actions. The law would have to get involved. Money would have to be spent tracking vacuum bandits who, apart from tinkering with the machines themselves, are doing their own door-to-door to sell fully unrestricted machines, or "crackz" to unlock cripple-chines, nag-chines, demo-chines, free-chines, ad-chines or spy-chines embedded somewhere in your product. Or worse, giving the dreaded "crackz" away for free!
If the big guns are ready to spend big money hunting down those who sell or give away keys and other openers, is this mode of marketing and advertising worth it? In short, does this kind of marketing and advertising produce results? How much does the maker of such a product actually lose? After all, the product had to be made and in making it time and money had to be spent. Forget the vacuum cleaner. Imagine a carmaker giving you a car that works for two weeks only, before blocking all mechanisms. You wouldn't have a car then, but the carmaker would have lost both the time and the money spent making it.
What if after knocking at a door and having it opened, a salesperson stands before the potential buyer, but is suddenly speechless? What other tools would a good seller turn toward? Perhaps a wordless demo, and nothing else, would be in order. Nothing else. As we said, the dictum is actions speak louder than words, not half-actions speak louder than words. So the door-to-door salesperson vacuums your stoep like a charm and goes on to the next house, if you're not interested. Full-stop. Many software makers are jumping on this bandwagon and following the likes of Macromedia whose star editor, Dreamweaver®, used to be shareware but is today strictly demoware.
Have you ever bought anything on the weight of the product's performance alone?
octobre 11, 2005 dans Advertising, Customer strategy, Direct marketing |
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