2010 Advertising Successes and Failures

2010 Advertising Successes and Failures

As the year comes to an end, many marketing departments are looking back at the year’s results to see if their plans were successful.  With the new year and the Super Bowl just around the corner, advertisers are analyzing what worked and what didn’t. 

One of my favorite ad campaigns was the Old Spice Guy.   I also enjoyed the Snickers Betty White ad.  The Wall Street Journal had a nice article about “The Best and the Busts” advertisements from 2010.  This article mentioned the Old Spice and Betty White ads.  I was curious as to the success of Old Spice specifically, as that was a product I had previously associated with older men and drug stores. According to their article, “Since February, the initial video has drawn over 25 million views on YouTube.  More important for Procter & Gamble, the Old Spice brand saw sales double from mid-June to mid-July versus the prior year, a period when the social-media part of the ad campaign heated up.”

[youtube=http://www.youtube.com/watch?v=owGykVbfgUE&fs=1&hl=en_US]

Not all campaigns have been as successful.  Some failures that were listed in the WSJ article include:

  • PepsiCo’s Crunch Time Sun Chips Ad
  • The Nike Tiger Woods Apology
  • Gap’s No-Go-Logo

In the marketing courses I teach, we often discuss advertising.  For current advertising examples of how to create a specific effect, I like a site called Adcracker.com.  Check out some examples of advertisement styles by clicking the following links:

Dramatic Conflict

Problem Solution

Personification

Exaggeration

Metaphor

Employee Brand

Reasons Why

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Have a Question? Twitter-Acquired Fluther May Offer Answers from Real People

Image via google.com

In case you are wondering Fluther rhymes with brother and it is a word that means a group of jellyfish.  Fluther’s site is about directing your questions to the people who have the answers.  Answerers are encouraged to use humor while expressing their opinions. 

Twitter recently acquired Fluther announcing, “we were continually impressed by their technical talent, entrepreneurial spirit, and much of the thinking behind the question-and-answer product they’ve spent the last couple of years building. When the Fluther team joins us they will focus on helping users discover the most relevant content on Twitter. Their product, Fluther.com, is not part of the acquisition and will remain separate from Twitter. For more information on the future of this Q&A community, please read The Fluther Blog.”

There is a lot of speculation about Twitter’s interest in Fluther.  One of the main things that Twitter may be hoping to add is more of a Question and Answer ability to Twitter. 

TechCrunch author Erick Schonfeld speculated why he thought they may be interested in Fluther:  “Twitter also is about “connecting people who don’t know each other,” at least people who only know each other online for the most part. Social Q&A works better the more people who can potentially answer a given question, but there needs to be some connection, otherwise it’s no different than Yahoo Answers. Whether or not you trust someone’s answer might depend on who else they are connected to. The relevance of a given answer therefore depends on the authority of the person giving the answer, and authority is relative to each questioner. Twitter is already trying to solve the social relevance problems in different ways. Q&A is the next logical step.”

QR Code: Why You Should Be Using It to Promote You, Your Business and Products

QR Code or Quick Response Code is a two-dimension matrix code developed in the mid 90’s in Japan.  Businesses are drawn to it because it offers an improvement over barcodes.  Wisegeek explains, “QR Code contains data in both vertical and horizontal directions, whereas a bar code has only one direction of data, usually the vertical one. QR Code can also correspondingly hold more information. QR Code is easily digested by scanning equipment, and because it has potentially twice the amount of data as bar code, it can increase the effectiveness of such scanning. QR Code can handle alphanumeric character, symbol, binary, and other kinds of code. QR Code can hold up to 7,089 characters in a single symbol. ”

QR Code has become increasingly popular with the use of cell phones.  I recommend checking out an article by Searchengineland.com to see some video demonstrations.  A code can easily be generated on sites like Kaywa.com.  If you are wondering if search engines like Google will be able to recognize them, “If you add them to your website, the search engines will see that your pages have changed, and that you are updating pages. The search engine will see a new image and index it accordingly. At some point soon, the search engines will likely recognize QR codes and possibly index the content in them.”

There are several recommended uses for the QR Code but one that I found to be interesting was that you could add one to your business card.  People would then be able to scan your information directly into their cell phone contact database.

Some other recommended uses may be to add them to media ads.  This simple little code could communicate product, contact, offer, and event information as well as coupons and social media links.

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Career Mistakes: Are They Really Mistakes?

 

When considering a career move, people often find themselves paralyzed, worrying about making a mistake, causing career-suicide.  Most of us have probably made some choices that may not have worked out the way we intended.  However, looking back, much of what we learn through our mistakes actually may be excellent learning experiences that help us with our next job.

In Ross Hamilton’s 1951 book For Humans Only, he wrote the following line:  We extract from life just what we give it . . . so with each mistake replace the divot.  You don’t have to be a golfer to grasp his point.  If we make mistakes in our life, we need to make amends and move forward.  In case you hadn’t guessed, this line came from my father.  He felt that we shouldn’t dwell too much on past mistakes.

You can’t change decisions you’ve made previously but you can do your best to take what you have learned and grow from those experiences.  Even if you have a job that doesn’t last very long, you might make some excellent contacts that could help you with the next position.  Those contacts may open doors that you may not have even considered.

If you over-analyze every decision you’ve ever made, you’ll drive yourself crazy.  It may be best to look at disappointing career choices as learning experiences and realize that they may very well lead to something better down the road.  Lamenting over the past or over things which you have no control, is a time waster.

Instead, look forward to the choices you have now.  It can be helpful to write down the foreseeable pros and cons of any choice.  This will help you visualize opportunities and threats associated with each alternative.

If you feel trapped in a career that you chose when you were young, it may be time to change.  Perhaps the degree you were interested in when you were in your 20s no longer fits with your passion.  You may need to consider going back to school to update your skills.  It’s OK to admit that your interests have changed.

With the new year around the corner, many people are thinking about making a fresh start with their careers and their lives.  What can you do differently to make this year better than last year?  To truly be successful, having goals is important.  I often recommend that people do a personal SWOT analysis to help them realize what they have to offer and what they need to work on.  If you have never look at your own strengths, weaknesses, opportunities and threats, I suggest doing so as part of your plan to improve your new year.  To find out more about a personal SWOT, click here.

Additional Resources:

10 Ways to Market Yourself as a Product to Get the Job

 

The following is from Anne McCauley’s article  for CareerConnectors.net.  To see the whole article and the 10 step process that was discussed at this meeting, go to the article by clicking here.

Do you feel overlooked by prospective employers?  Maybe you are and could consider Marketing Yourself as a Product.  This week at the Gilbertevent Dr. DianeHamiltonspoke to more than 100 job seekers about ten ways to market yourself to get the job.  Dr. DianeHamiltonis the author of several books including How to Reinvent Your Career and It’s Not You, It’s Not You It’s Your Personality.  If you missed her presentation, borrow copies of her books from the local library; her presentation was based in part on her books.

Click here for the information from Dr. Diane Hamilton’s talk.

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