August 10, 2010No Comments

on: uniqlo’s lucky switch

Who says banner ads don't work? UNIQLO proves we may be doing it wrong!
Uniqlo developed a banner ad campaign so compelling, unique and interesting that bloggers and viewers actually took ownership of the campaign and made it a viral success – in terms of both brand impressions and sales.
The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the ’switch’ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with losing tickets remaining as banner ads.

http://vimeo.com/moogaloop.swf?clip_id=9125761&server=vimeo.com&show_title=0&show_byline=0&show_portrait=0&color=ff0179&fullscreen=1&autoplay=0&loop=0

The campaign ultimately generated almost 3 Million clicks, with over 4,00 blog badges installed, and a retail sales increase of 120%. This in contrast to the usually low click-through rates associated with traditional banner ads.

[ via Brandflakes for Breakfast ]

on: uniqlo’s lucky switch via @jpenabickley

May 11, 20083 Comments

ON: Speaking To The Consumer

Direct, Advertising, Digital, Search, Retail, Promotions, Word Of Mouth (on and on and on) –  are all used to create awareness, attempt to convert consumers and inspire their loyalty once we have their attention.   We are all marketers.  If your fees come out of a marketing budget – you are a marketer.

Just as I have stated that we are all creative, and all responsible for the consumer experience - no matter the medium - we are also all speaking directly to consumers and all our work should be asking people to act, buy and take action now.

Clients are not buying tactics like a TV commercials, direct mail, viral videos, widgets or banner ads. Clients worth working with are buying ideas.  If they are not buying ideas from you, it is likely you do not have a consultative relationship with that marketing organization.  No one tactic can drive the volume of sales needed to have an effective sales driving campaign.  A piece of direct mail without the amplification of a phone call, television ad, or search result has yet to drive sales with any substantial volume.  And when they are not in concert with each other  (like a great band)  they are merely noise - not music.  The only way to capture the attention of consumers who are bombarded with millions of messages is to be consistent in our message and and make sure that each of the mediums are working in harmony with each other.

If you sell tactics, what happens when that tactic becomes too expensive, proves in effective on its own or is outsold by a competitive channel agency with a new bright shiny object? In my experience, you and your agency are OUT. Out of money, out of interest and out of options.

Stop selling agencies as tactical “machines”!  In the service economy there is no respect or substantial money in the “machine” or production aspect of what we do.  There is how ever substantial money in the creation and articulation of an idea.

Ideas Sell

What is an idea?  In marketing, an idea generates desire for the product or service you are selling.  A great idea creates desire with entertainment and a compelling and valuable call to action.

Like every creative in the business I have a copy of Ogilvy On AdvertisingDavid Ogilvy was famous for creating his agency's slogan: "we sell or else."   That still holds true today.  What David knew was that the he could not sell without an idea. The once constant in every effective case study I have read, written and studied is that the idea in conjunction with the right media sold the product.

If you never create an idea that creates desire – people will not look at the product you are selling as something they need.

The only way to do that is to deliver an idea that is worthy of a consumer conversation that is long lasting.  You have to answer the consumer question – what’s in it for me.  Don’t sell products…sell passions.  No one does this better than American Express, Doritos, Mercedes, Adidas, Coke, Nike and The Gap.

Delivering Consumer Relationships To Brands

All the years I have spent working on brands and consumer retention programs I have found that it is NOT the tactic that makes a consumer love us. 

It is what we say, how we act and their perception of our product’s effect on their lives.

Customer Relationships 2.0 starts with more than a welcome letter or gift.  Now more than ever it involves acknowledgment and the amplification of consumers voices who profess their love or hate for you through earned media such as comments, videos, blogs and photos.

The voice of the consumer is paramount to delivering product re-sell and service retention.

ON: Speaking To The Consumer via @jpenabickley

June 27, 20072 Comments

ON: Diageo’s Buzz Launch Formula

I was perusing the blogs today and rolled across B. Bonin Bough's post on what I think is one of the best communication strategies I have seen in a long time. Enter the Buzz Launch Formula.

070619_diageochar_lrg

While it is not visually appealing (could use some art direction and sit in an Experience map format) it drives home a fantastic approach to the latest ways consumers consume media.  The above chart outlines the societal call to action to help America figure out the drink for them.

They are bringing together an expert panel of behaviorists, mixologists and
tasteologists, who will survey the drinkers of America in their natural
habitats: bars and liquor stores. They will also be our viral launch
team, which will announce the creation of the new science. This will
help people identify the drink for them and eventually drive people to
take an online survey.

a combination of PR and social media outreach use a survey as a platform to discuss people's deeply rooted drink preferences.

  • The drink generator  is and overlay survey data on top of
    the simple 20-question algorithm format that has created successful
    campaigns like Burger King's "Ask Vader." From a development
    standpoint, it must be extremely flexible to have the ability to exist
    on mobile phones, in banners, on kiosks and other data sharing formats.
  • The tactical roll out seemed to be spot on for this audience....every touch point, allow consumers to discover "The Drink for You."

    Point-of-sale:

    • In store: a kiosk machine will be placed in areas where the target
      audience shops. When consumers have completed entering their data, the
      machine will allow them to email and/or text the drink to themselves
      and friends. Then a coaster -- that doubles as a coupon -- of the
      "Drink for You" will be given to the consumer.
    • In bar: a similar kiosk will encourage the consumer to complete a
      short questionnaire and deliver the "The Drink for You" on a branded
      coaster that can be given to the bartender to serve the drink on. The
      machine will give the user the option of emailing and/or texting the
      drink to friend or themselves. He or she could also print multiple
      coasters for their friends and take them home with them at the end of
      the night.

    Mobile: When someone receives a text from a friend
    -- which could be sent via online, kiosk or other cell phones -- the
    user will be prompted to answer a series of questions by texting back
    and forth. These questions will determine "The Drink for You." In the
    final response, users are sent their drinks. When users are finished,
    they can email it to themselves and/or friends. They will also be able
    to forward the drink text to friends, who will then be prompted to
    answer a series of questions. Diageo then interacts with consumers,
    literally wherever they are.

    Banner/advertorial: Diageo will buy banner ads on
    target-specific websites. When the user rolls over the banner, it will
    drop down to have an aggregator of recently created drinks. The series
    of questions will also be housed inside. The user will then have the
    ability to develop the drink while remaining in banner.

    Social media: To gain ubiquitous awareness, we will
    create a digital coaster of a chosen drink that links back to "The
    Drink for You" creator. This will become a consistently recognized
    stamp and proof of Diageo's commitment to drinkers everywhere. Users
    can post their virtual coasters to their blogs, use it as their profile
    pictures, amend their email signatures, forward it to friends and print
    it for use at their next outing.

    Surround search and outreach: Focus on terms, from
    drinks to dating to recipes. Distribute/pitch content, stories, data
    and "TDFY" generator widget to top results

    PR: Leverage the scientific nature of the questions
    with a Diageo behaviorist available for commentary on how tastes drive
    everything from behavior to success. As data grows, we get an aggregate
    insight into the taste buds of America and one day the world.

    Pursue online partnerships and celebrity tie-ins:
    As the movement explodes begin to compile celebrity drinks. Hold drink
    compatibility parties. For example, a Match.com partnership may include
    a series of parties where matches are found based on tastes, a la "what
    does you next date taste like?"

    all together this is a great way to approach an idea.  Weighing all the media options as I often do it is interesting that the above does not approach this from a TV-centric though process of throw up a commercial and get awareness... the engagement is baked in an knows that awareness alone is not enough to sell product.

    ON: Diageo’s Buzz Launch Formula via @jpenabickley

    June 27, 20071 Comment

    ON: Diageo’s Buzz Launch Formula

    I was perusing the blogs today and rolled across B. Bonin Bough's post on what I think is one of the best communication strategies I have seen in a long time. Enter the Buzz Launch Formula.

    070619_diageochar_lrg

    While it is not visually appealing (could use some art direction and sit in an Experience map format) it drives home a fantastic approach to the latest ways consumers consume media.  The above chart outlines the societal call to action to help America figure out the drink for them.

    They are bringing together an expert panel of behaviorists, mixologists and
    tasteologists, who will survey the drinkers of America in their natural
    habitats: bars and liquor stores. They will also be our viral launch
    team, which will announce the creation of the new science. This will
    help people identify the drink for them and eventually drive people to
    take an online survey.

    a combination of PR and social media outreach use a survey as a platform to discuss people's deeply rooted drink preferences.

  • The drink generator  is and overlay survey data on top of
    the simple 20-question algorithm format that has created successful
    campaigns like Burger King's "Ask Vader." From a development
    standpoint, it must be extremely flexible to have the ability to exist
    on mobile phones, in banners, on kiosks and other data sharing formats.
  • The tactical roll out seemed to be spot on for this audience....every touch point, allow consumers to discover "The Drink for You."

    Point-of-sale:

    • In store: a kiosk machine will be placed in areas where the target
      audience shops. When consumers have completed entering their data, the
      machine will allow them to email and/or text the drink to themselves
      and friends. Then a coaster -- that doubles as a coupon -- of the
      "Drink for You" will be given to the consumer.
    • In bar: a similar kiosk will encourage the consumer to complete a
      short questionnaire and deliver the "The Drink for You" on a branded
      coaster that can be given to the bartender to serve the drink on. The
      machine will give the user the option of emailing and/or texting the
      drink to friend or themselves. He or she could also print multiple
      coasters for their friends and take them home with them at the end of
      the night.

    Mobile: When someone receives a text from a friend
    -- which could be sent via online, kiosk or other cell phones -- the
    user will be prompted to answer a series of questions by texting back
    and forth. These questions will determine "The Drink for You." In the
    final response, users are sent their drinks. When users are finished,
    they can email it to themselves and/or friends. They will also be able
    to forward the drink text to friends, who will then be prompted to
    answer a series of questions. Diageo then interacts with consumers,
    literally wherever they are.

    Banner/advertorial: Diageo will buy banner ads on
    target-specific websites. When the user rolls over the banner, it will
    drop down to have an aggregator of recently created drinks. The series
    of questions will also be housed inside. The user will then have the
    ability to develop the drink while remaining in banner.

    Social media: To gain ubiquitous awareness, we will
    create a digital coaster of a chosen drink that links back to "The
    Drink for You" creator. This will become a consistently recognized
    stamp and proof of Diageo's commitment to drinkers everywhere. Users
    can post their virtual coasters to their blogs, use it as their profile
    pictures, amend their email signatures, forward it to friends and print
    it for use at their next outing.

    Surround search and outreach: Focus on terms, from
    drinks to dating to recipes. Distribute/pitch content, stories, data
    and "TDFY" generator widget to top results

    PR: Leverage the scientific nature of the questions
    with a Diageo behaviorist available for commentary on how tastes drive
    everything from behavior to success. As data grows, we get an aggregate
    insight into the taste buds of America and one day the world.

    Pursue online partnerships and celebrity tie-ins:
    As the movement explodes begin to compile celebrity drinks. Hold drink
    compatibility parties. For example, a Match.com partnership may include
    a series of parties where matches are found based on tastes, a la "what
    does you next date taste like?"

    all together this is a great way to approach an idea.  Weighing all the media options as I often do it is interesting that the above does not approach this from a TV-centric though process of throw up a commercial and get awareness... the engagement is baked in an knows that awareness alone is not enough to sell product.

    ON: Diageo’s Buzz Launch Formula via @jpenabickley
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