Insights & Strategies for

Making Your Mark

WithDigital MediaCampaigns

OVERVIEW

• Planning Advertising Campaigns

• Selling to Clients

• Selling Ideas

• Writing Online Communications

• Evaluating Campaign Effectiveness

Why the sacred cow must die

Signs that the Consumer is in Control

• Media fragmentation• Explosion of cable TV• Birth of the Internet• TiVo• Rise of the Blog

Mastercard’s Priceless.com is Loaded with consumer video. “Priceless Picks are not necessarily endorsed by MasterCard”

BMW’s use of a 1998 video of children opening their Nintendo on Christmas — paid to use it in new spot

Anheuser Busch launches Bud.tv, videos made by Bud drinkers

Doritos 30-second Superbowl ad

Meeting Consumers

Real Beauty Breaks Out

• Canadian made viral ad, most downloaded videos on YouTube

• New product extensions like Dove Summer Glow self-tanning lotion

• Mission driven: widen the definition of beauty and inspire women to take care of themselves

• Dove Self Esteem Fund• Working with Girl Scouts• “Little Girls” spots - “Let’s change their minds”

Clever strategy: TV spots “banned” from US television but available on YouTube create buzz and attract attention

Axe, Ford Sportka’s Evil Twin

Not always effective

“A big fat publicity stunt”

Dove ran heavily edited version steering people to website to see “what we couldn’t show you on TV.”

Ogilvy’s postings on YouTube have been taken down

Doveproage.com has received only moderate traffic

Do not market

Shutting the doors

• Engagement with brands only on their terms• Consumers killed pop-ups, little interest in banner ads• By 2008, 38% of consumers will be using DVRs• 139 million signed up for do-not-call lists• A do-not-text list likely

Listen

• “We need to think about advertising in a different context, and well beyond just paid media. Listening to consumers via consumer affairs is an easier, more effective way of advertising to consumers. Inviting consumers to participate in an online community is a more accepted form of ‘opt-in’ messaging.”

• Pete Blackshaw, CMO, Nielsen BuzzMetrics

2-Way Communication

• “Look, the new branding landscape is all about two-way communication and consumer involvement and asking for permission. What that boils down to is respect. Brands that try to bull their way into the party like the old days are just going to be shooting themselves in the foot.”

• principle of Pagano, Schenck & Kay, and Barkley Board Member Ernie Schenck

Conversations

• Bill Bernbach inspired advertisers to talk with consumers like they were real people. But no one thought about the listening.

• After a few generations of advertisers doing the same old routine, consumers learned to tune it out. And why not? Who’s listening?

• What would have happened if fifty years ago, the industry would have looked at Bill’s ads and said, “Wow! This is great! People are going to talk about this one. We better come up with a way to pick up on their conversation.” What would have happened to advertising as we know it if all that energy that went into to trying re-create Bill’s magic had been spent trying to support the next part of the conversation. The part where the consumer gets to respond.

• You can’t have a relationship with a customer without having a conversation.

Consider the example of a typical creative brief template, which usually says something like, "What are we trying to communicate?" Can you can see the old-world residue in the word "communicate"? It lacks the dimensions of experiencing something and having an ongoing two-way dialogue. "What are we trying to communicate?" implies a one-way conversation. Maybe we should ask ourselves: "How can we facilitate?"

Conversation Strategy

• Call to action• Invitation to join• Opportunity to share• Content worth having and sharing

– Relevancy– Convenient

http://www.greatpockets.com/

Consumer Generated Media

• Unlike paid media, CGM is created by consumers. It's often inspired by relevant product or service experiences and is frequently archived online for readers convenience and other consumers or key marketplace influencers. Examples of CGM include blog entries, consumer email feedback, message board posts, forum comments, personal Web sites, and personal email.

ClickZThe Pocket Guide to Consumer-Generated MediaBy Pete Blackshawhttp://www.clickz.com/showPage.html?page=3515576

Social Media

• The good news is that social media is user driven. The bad news is that social media is user driven. Yes, there's the rub. Users are fickle creatures - they can love a product one minute and then drop it like a lead balloon the next, depending on their experience with the product, a rumor, or whether they have had their morning coffee yet. And if their experience is bad, the noise is generally louder. To protect their reputations it's not just journalists that companies have to impress these days. It's anyone with a computer and an Internet connection. Love it or hate it, the user community now has enormous power over the online reputation of a company or brand.

SitePro NewsSocial Media: The Instant Brand KillerBy Kalena Jordan (c) 2007

• Has spawned ORM - Online Reputation Management

http://www.myspace.com/roaminggnome

Syndicated Content

• Blogs• Podcasts• RSS Feeds

OVERVIEW

• Planning Advertising Campaigns

• Selling to Clients

• Selling Ideas

• Writing Online Communications

• Evaluating Campaign Effectiveness

Planning Advertising

• Consumer (end-user) focus– Their terms– Find the intersection

• 2-way Conversation– Prepare for dialogue– Facilitate involvement

Selling to Clients

• Know the consumer• Know where they live• Demonstrate an intersection of brand &

consumer– Source of inspiration– Existing solutions – Proof of concept

• http://www.heronime.com/Dew_Concepts/dew_presentation.html

Selling Ideas

• It occurred to us…• The Idea is…• The Creative Solution• Why we like the Idea

Writing Online

• Brief copy• Show more than tell• Intuitive/Interactive• 2 layers of information

– Topline– Explanation

• Inverted pyramid

http://www.mcafeesecurityalliance.com/

Evaluation

• Success Metrics• Data collection

– Servers– Surveys (intercept)– Viral marketing– Traditional research

Numantra is a very unique and results-driven advertising & marketing agency that was started on the crest of a tidal wave of

change that ushered in the 21st Century.

Our founding partners recognized the coming of this change and purposefully created a company shaped in the image of the unstoppable future. Find out what Numantra can do for you.

Visit hire.numantra.com for more information.

http://hire.numantra.com