Advertising 2.Oh! Recap #3
Click here for Advertising 2.Oh! Recap #1 or here for Recap #2
Advertising 2.Oh Recap #3
Lastly, he discussed the paths to engagement. The first one was “branded cinema.” Tom Hanks was the primary example. The movie, You’ve Got Mail, was essentially a long infomercial for AOL. It is the same for his other movie, Cast Away. The two brands involved were FedEx and Wilson.
Then there are “branded books.” The main point with these is that they are all done from a different point of view. You don’t know if the CEO of the company actually wrote it, or the publisher just had someone write it and slapped his name and face on the cover.
Next were “blogs and search.” There is a blog called the Huffington Post and it had written something about John McCain and his “bomb Iran” song. the thing with this clip is that it will never go away.
Then there was “community.” There was a printer who had a strange youtube video called “Printing’s Alive.” But it had 113,000 hits the last time Lance checked. Where else can a printing business get that much free publicity?
“Branded remix” relates to music. The example was the Starburst berries & creme ad. It was remixed from its original footage and had received over 1.6 million hits. So here’s something not even done by Starburst, yet ended up promoting it still.
Actual commercial:
Remix commercial:
With “on demand,” people come for information. His example was a local tax attorney who wanted younger clients to attract his own son into taking over the firm. They ended up setting up a beta site called “You’re on your own now,” offering financial advice. They got a sponsorship from a bank and also got the audio versions onto radio stations. The bank is happy because they get publicity, kids are happy for the advice, and the radio is happy for the content.
Last was “shopping.” The example given by Lance was AutoNation. The printer took over and manages the databases. From the database, they can send personalized reminders (and discounts) for oil changes, etc. Sales have gone up, apparently.
The last point he made was that branded content lowers the budget. If your content already contains your brand, then you spend less.
Advertising 2.Oh! Recap #2
Click here to read Advertising 2.Oh! Recap #1
In Lance’s presentation, he quoted Gene Dewitt of DeWitt Media Strategies. DeWitt had said that in five years, every company will need their own network. This doesn’t mean like taking over a network like Disney did, but every company will need its own network to help form digital relationships with customers. This gives opportunity for it to be the customer’s idea to form the relationship (and they expect you to be available for them). Lance also made a point that we are not just marketers; we’re programmers too.
Lance said that the “old rules” still apply, such as understanding your brand, etc . But now the focus has shifted to two-way conversation. Also, the consumer has more options now. Instead of just the original two options, ignore and engage, they can now reply.
Consumers will want to engage if the message is compelling (entertaining) or interesting (offers information). There is also responsive engagement. This would include brand offers, sweepstakes, etc. Interactive engagement is when the audience creates (and usually controls) the conversation.
Advertising 2.Oh! Recap #1
Today I attended an event hosted by the White Pines Chapter of PRSA. It was called Advertising 2.Oh! Blogging, Vlogging, and Slogging Your Way Through The New Media Jungle presented by Steve Lance. He made a lot of great points and I learned a lot, even though I felt much of it was targeted more so to people in advertising rather than public relations. Click here to find out more out this Emmy Award winning speaker. I managed to take three pages of notes, which I will break up into three different blog posts.
Advertising 2.Oh! Recap #1
Lance said that television is no longer the dominant form of entertainment. He proved this point by asking how many people spent more time on the internet than they did watching TV. The great majority of did.
Another great point Lance made was if you manage your content, you control your brand’s destiny. His example of this was how Walt Disney had a 2 hour premiere originally when Disneyland was opening. Eventually, Disney “swallowed” the network (and bought it).
Another example that is more current would be Home Depot. They offer workshops, such as how to put in your own bathroom floor. These workshops are taped and offered to networks. The networks like it because they don’t have to pay for it. Home Depot gets promoted so its a plus for them. From what I understood, Home Depot also offered advertising time to their product’s companies (for example, if they did a workshop on flooring, Pergo could advertise their floor products). They also have the information on the website in the form of five minute vignettes (in print only). From these, they build cross-promotional platforms. One example given by Lance was having links to the vignettes on magazine websites in which they advertise in, such as home and garden types.
Lance showed two models about advertising, content, and messages. In the “old” model, the content is separate from the advertising. Now, in the “new” model, the message is the content. This means “total consumer engagement.”
He also emphasized that the consumer is at the center (this was shown in another model, in which ‘consumer’ was in the center circled and at each quarter outside of the circle was ‘positioning,’ ‘execution,’ ‘brand,’ and ‘idea.’) The brand is no longer at the center as it was before, according to Lance.
Check back soon for Advertising 2.Oh! Recap #2
A Step Ahead 