Friday, 26 October 2012

has your agency actually done it?

I liked this so much I thought I'd steal it from the guys over at Sell!Sell! 

It's pretty self explanatory and goes to show a widely held opinion that there are those that can talk about great advertising work and those that can actually do it.

Rarely the twain shall meet, so if your agency can do both - you've got yourself a good un. 

Monday, 22 October 2012

are media people the same as real people?

Have you ever thought that everyone was the same as you - even though you work in marketing and most other people don't?

The  Media Behaviour Institute in the States did a little study comparing the media habits of advertising executives to those of the general population. Here are some charts that show you the remarkable differences between how media professionals and real people use media.

If you want to understand the marketing industry's obsession with all things digital, look no further.

why bus companies should price promote more

It seems that First in Sheffield are slashing their price points for bus use in the city after a successful three month trial to see if patronage could be increased through cheaper prices.

Day and Week tickets are going to come down by approximately 40%, with Day tickets having a saving of over 25% - so all things considered, excellent value for money for those in the steel city.

To those outside the industry this approach would seem fairly straight forward. The bus is not a premium product or one where price discounting would do long-term damage to a brand, so why not make it more attractive by reducing the price significantly? A reduction of 10% isn't significant but one of 25% is - one of 40% obviously even more so.

Enough to get more people on a bus? It seems so.

To get a bus from the start of a route to the end of it costs the bus company a set amount of money - a figure that is the same whether that bus carries 10 passengers or 20.

However 20 passengers at £2.50 generates twice as much word of mouth recommendation than 10 passengers at £5, yet the revenues are the same.

Surely a bus looks better/more attractive/more viable if it looks busy (at all times of the day not just peak)? Wouldn't those on the fence of modal change be more likely to use something if more people are recommending it?

So go on, try it. You know you want to.

Wednesday, 10 October 2012

our superhero gets students on a First bus

We've just finished a campaign aimed at get more students on board First buses in Bath, and it's SUPER.

We wanted to do something really exciting and different. Something that the students would engage with, something Devastatin'!

So we introduced them to Devastatin' Dave!
"Dave gets a kick out of being your transport slave.
"With his pants of power, he’s happy to take the strain and ferry you and your friends around Bath all day long. If you’re at a loose end, don’t worry, Dave and his pants will be with you before you know it.
"He does the donkey work, you enjoy the ice cream. Devastatin’!"
What did we do?

The campaign included posters, leaflets, bus coves and plasma screens in the Uni. As well as a facebook page and a twitter feed.

We also produced a range of material for the fresher's fairs which included a stand, a wheel of fortune game, Dave cutouts, t-shirts and prizes.

Did it work?

The week after the Bath Uni, fresher's fair sales were up 249% on last year. Nice one Dave!

Monday, 8 October 2012

Facebook choose TV to advertise their product

According to Facebook's TV advert, their site is 'like chairs'.

Yep, the site you look at two or three times a day to catch up on gossip, tales from the weekend and have a moan about life, is like chairs.

The site where you totally ignore the ads (they're on the right hand side as a rule) is like chairs.

No convinced it's like chairs? Have a look.

Do Facebook really need to let people know what Facebook is and what you can use it for? Well, they think they do and have spent a hefty chunk of money doing so. Not only that, they've chosen a good old fashioned TV spot as their medium of choice. So much for the power of social media as an advertising platform.

I have learnt two things by watching this.

1. Some people in the world don't know what Facebook is for.
2. If you want lots of people to know something about your product, use a TV ad, not social media.

Network Rail show the power of communication

Two very powerful ads from Network Rail.

Enough to make you think twice about going near train tracks whether you are on a family bike ride or a night out with the girlfriend.

Frightening stuff but I guess that's the point.

Friday, 5 October 2012

Arriva Yorkshire get filming

By the looks of Arriva Yorkshire's YouTube channel it seems the company have been busy filming over the last few months.

They have done little pieces to promote, among other things; their new buses, how much money can be saved if you ditch the car in favour of the bus and an encouraging of modal shift.

It seems the company is making a concerted effort to do things differently, although I hope the films were part of an integrated campaign encompassing other forms of mainstream media too.

Although nowhere near the cost of TV advertising, the time and effort put in to some of these films comes at a price, and added to that the cost of filming and production - it equates to quite an investment.

Will it deliver the ROI they expect? I guess only time will tell.

See what you think below.

Monday, 1 October 2012

be careful what you ask for on Twitter

A few weeks ago Waitrose ran a Twitter campaign encouraging people to talk about the brand.

The idea was to encourage people to have a conversation (any conversation I think) about Waitrose, asking them to use the hashtag WaitroseReasons as a reference at the end of their tweet.

What they expected in return I really don't know.

Would you have a conversation about your supermarket in the pub? At the gym? At work? Assuming the answer is no, so why would you have a conversation about it on Twitter?

Suffice to say many people used the opportunity to make light-hearted reference to the supermarket's up market image. One follower claimed he shopped at Waitrose because "he hated poor people", another "because his butler had the week off" and a third because "Clarissa's pony just won't eat Asda straw".

One gent even commented he shopped there because "food must automatically be better if it costs three times as much". At least he was being honest.

But surely there's nothing wrong with a bit of light hearted fun at the brand's expense? I disagree. Long term damage was done.

Whilst the PR department would be cock-a-hoop the Waitrose name was all over Twitter (and subsequently the press), the marketing department wouldn't have been so happy. They had spent the last two years developing campaigns to dispel common thought and reposition the brand as 'accessible and value based'. Work that, to many, went down the toilet in just 140 humour filled characters.

We all know that social media can do no wrong in marketing's eyes, just be careful what you ask for if you run a campaign on it.