Thursday, 28 February 2013

do you choose your media by default?

I read a great piece the other day about how the brands caught up in the horsemeat scandal have handled the PR side of things.

Put simply, the columnist was commenting on how all of the brands approached the situation in the same way, as if they were following the 'definitive guide to protecting your brand in a crisis' manual.

Irrespective of their individual brand's personality, they took a 'stock solution' approach - either because they didn't have time to think of something for themselves or they didn't want to.

This got me thinking about many of the briefs we get here at mhd.
Nearly all will have a DL leaflet (for racking at station/Travel shops) and some sort of poster (at station/on bus) as default media requirements, and more often than not something for Facebook and Twitter too. Is this because transport companies lack imagination when it comes to media options, so revert to what they have always done or because these mediums have always proved successful so change is deemed too risky?

Making information available on your product, and where people buy tickets to use your product, makes perfect sense (as long as you can prove it's working) but that's not to say there aren't a myriad of other avenues open to the you.

They just might require a leap of marketing faith to use.

we help launch a luxury coach service to Bristol Airport

Over the last couple of months we have been working with Greyhound on a campaign to launch their new South Wales to Bristol Airport luxury coach service.

The service, which currently just runs between Cardiff and Swansea, has been extended to follow the M4 over the Severn Bridge - to the University of the West of England, and then finally on to Bristol Airport. Launch date is 13 March 2013.

The coach timings have been devised to sync with the first and last flights from Bristol - the first coach arriving at the ungodly hour of 4.45am, and the last service departing the terminal at 01.30.

Each service also benefits from free Wi-Fi, reclining seats and power sockets plus some extra leg room for the six footers amongst you.

The creative, which will be executed in 48 & 6 sheets, local press, on bus, radio, online and at roadshows, is (in our humble opinion) sophisticated, stylish and reflective of the brand's American heritage.
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So if you want to take advantage of some great prices and great service book your tickets now at www.greyhounduk.com

As they say in South Wales, tidy mind.

Wednesday, 20 February 2013

what type of advertiser are you?

This a quote from a guy who knows a hell of a lot about advertising.

His clients have been very successful and he talks a lot of sense so we like Uncle Bob a lot.

"I'm going to say this one more time. Bad advertisers think that advertising is about identifying the latest fad and jumping on it as fast as they can. 

Good advertisers know that advertising is about finding something interesting to say and saying it cleverly, wittily, or beautifully."

Bob Hoffman.

Be honest, which type of advertiser are you?

Thursday, 7 February 2013

god help their clients

This is an extract from the website of a communications agency 
based in America. We are told it is their 'belief'.

And I quote... "Co-creating with brands and people in the Phygital world. Modern consumers are "connected protagonists." They are the heroes of their own stories and, thanks to technology, they now have access to an audience of unprecedented size. 

This presents brands with powerful new opportunities for growth, if brands give consumers the currency to create and share better stories. That currency is content - be it entertainment, connection, experience or information - as long as it is created with the understanding that we live in a Phygital world, where the physical and digital parts of our lives are one and the same. 

We believe that only through co-creating currency with brands and people - instead of for people - can you guarantee authentic engagements that consumers value and want to share. Momentum provides to marketers - in thought and action - the ideas that engage the connected protagonist to build value for brands and people."

According to the Oxford English Dictionary, communication is "the imparting or exchanging of information by speaking, writing, or using some other medium".

Yes, you could argue they are imparting but can you really say they are exchanging? Surely an exchange in this context is one person talking and the other understanding, which when put like that should be a rather simple exercise.

If the agency get it so hopelessly wrong, what hope have their clients got!