Tuesday, 25 February 2014

are the trainline ads annoying, effective or both?

It is widely agreed that most advertising is not even noticed, yet alone ignored.

In fact, over £18bn was spent on all forms of advertising last year, of which 4% was remembered positively, 7% negatively and a staggering 89% not even remembered at all.

With these figures in mind the number one priority when briefing your agency should be, above all else, get my ad remembered - something 9 out of 10 advertising pounds fails to achieve. Which is exactly what the trainline have managed to do in this series of TV ads.

I don't think they are particularly well done and I also find them highly annoying but the end result is they are most definitely memorable. Yes, this may be for the wrong reasons but surely it is better to be remembered for the wrong reasons that not even remembered at all?

Too many marketers assume their campaigns will be remembered, without remembering to make them memorable in the first place!

DHL get upstream of the problem

What do you do if you want to get a shed load of exposure but don't want to spend a shed load of money in the process?

As legendary ad man Dave Trott would say, you have to 'get up stream of the problem' and out-think the competition, rather than out-spend them. Fair to say courier DHL have done that here.

the top 20 things that put us off train travel

People who force themselves on to trains while other passengers are still trying to get off were yesterday hailed as commuters’ biggest hate. 

That annoys travellers even more than having to sit next to somebody who smells – while drunken behaviour is rated the third biggest bugbear.

Loud phone ringtones or music blaring out through speakers come fourth, followed by people who constantly kick the back of your seat.

Other irritating habits include passengers hogging an extra seat with their bag, eating smelly food – especially when it is wolfed down noisily – dozing off and snoring, or those who constantly clear their throats.

Online travel retailer redspottedhanky.com quizzed 2,000 rail commuters in Britain to find out what makes them really angry on journeys.

Psychologist Jo Hemmings, who studied the results, said: “The survey reveals a long list of irritating train habits.

“Commutes bridge the gap between two environments that we are used to, have some control over and make as comfortable for ourselves as possible – home and work. This is why we tend to seat-hog, listen to music or try to get off or on the train first. It’s a public situation we are trying to personalise and this is what annoys other people, who are trying to do the same, often in overcrowded situations.

“It is a lack of consideration born out of a desire to create a private, individual space within a very public mode of transport.”

More than half those quizzed admitted they rarely complained about annoying behaviour. Instead they would move seats or even carriages.

Jo said: “We quietly fume, make a face, tut under our breath or simply turn away. But this can make us just as frustrated as the original behaviour that triggered our irritation.”

The survey showed the average rail commuter had a 42-minute journey to work and the fear of not getting a seat was the biggest stress factor.

Some 45 per cent admitted they tried to discourage people from talking to them by staring out the window or putting on headphones.

The top 20 rail habits that rile us are

1. People forcing themselves on when others are still getting off
2. Smelling bad
3. Drunken behaviour
4. People playing music through speakers
5. Others kicking the back of your seat
6. Parents not controlling their children
7. People who don’t give up their seat for others who need it more
8. Playing music too loudly over headphones
9. Eating noisily
10. Putting feet on seats
11. Eating food that smells strongly
12. People who just expect you to move and don’t say ‘excuse me’
13. Coughing or constant throat clearing
14. People who say ‘I’m on the train’ again and again on the phone
15. People breathing down your neck
16. People sneezing regularly
17. Noisy games consoles
18. People talking loudly and boastfully
19. Putting bags on seats
20. Talking in the Quiet Zone

This article first appeared on the Daily Express website.

Friday, 21 February 2014

who gives a better ROI - new customers or existing ones?

Let's say you got a marketing budget of £1000 to generate more revenue for your bus company.

Ignoring the whole 'brand messaging' thing, how much would you allocate to enticing new customers on to the bus, and how much would you spend up-selling existing ones?

Many marketers in the industry would see new customers as the ROI holy grail and will go the ends of the earth to secure their spend.

But is the investment really worth it? Is spending a large amount of your budget convincing people firstly to use THE bus, then having to sell them YOUR bus (assuming a competitive route) a good idea? If the reality doesn't match up to the promise, they might make just the one journey and you've wasted the spend.

Existing customers, however, have already bought in to the concept that bus travel fits in to their lifestyle. They've already been convinced THE bus is the way forward, and that YOUR bus is the best They now need informing - about new tickets. new routes, new product benefits - in order to generate a larger spend. Simply you have to spend a lot less and have more chance of getting a return.

Whilst I'm not doubting bus travel needs a healthy intake of new customers to help the wheels on the bus go round, I worry about the about of money that is used to target them at the detriment of existing users.

Thursday, 20 February 2014

if you're ever bored on a long train journey...

All you need is paper, pens and a vivid imagination to have a little fun at your fellow passengers' expense.

Monday, 3 February 2014

and others actually show a product benefit

This advert does something adverts rarely do these days - it gives you a product benefit.

Not only does it give you a product benefit, it does so with a lot of humour and a great sound track. Three things that, when combined, gives any brand a really effective, memorable piece of communication.

It might even help shift some cars too.

yet some ads are totally on brand

This is another advert from this year's Super Bowl.

Ironically it is from the same parent company as Budweiser, yet as regards what you are watching, who it is for and (most importantly) what they are selling - it might as well be from another planet.

Nice cameo from Arnie too.

let's play guess the advertiser

This sixty second TV spot is for Budweiser and featured in this year's Super Bowl.

Yet if it wasn't for the logo at the end, it could be any one of a hundred middle of the road American brands vying for the attention of middle of the road America. So for the best part of a minute you have no idea what you are watching, who it is for and (most importantly) what they are selling.

There is nothing in the language, the story, the filming, the script - basically anything in the whole commercial - alluding to the fact it is for a certain brand.

It is unrecognisable (without the logo at the end) as Budweiser piece of communication when a brand as well known and well established as Budweiser should be at that stage in a instant.

Bet loads of dog lovers thought it was cute though.