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.”
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
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:
Even in the age of instant connection and communication, many companies find it difficult to communicate organically. Connecting with online audiences is an indispensable skill that every company needs to have in its toolkit in order to keep their audiences engaged with them. David Meerman Scott, an acclaimed business strategist and the author of Fanocracy: Turning Fans Into Customers and Customers Into Fans, sits down with Dr. Diane Hamilton and discusses how companies can create and maintain healthy online engagement with their customers.
People love being rewarded, and with software like Jinglz, you can get rewards by simply noticing an ad. Aaron Itzkowitz, the CEO, and Founder of Jinglz has extensive experience in technology management and in growing traditional and start-up businesses to profitability. He shares what his software can bring to companies who are seeking noticeability and talks about what differentiates it from the gamification of advertising. Know more about how other amazing apps like Verus Media and Rewardz Shop link with Jinglz to identify how the audience react and interact with ads.
Our mobile phones have become an extension of ourselves. We rely on them heavily for communication, information, entertainment, shopping, and many more. We access these functions through mobile apps. Brian Wong is the owner and CEO of Kiip, a mobile advertising network that gets advertisers to connect with the people who want to buy from them. By creating an in-app rewards platforms that provides consumers with tangible rewards, it gives them a more enjoyable and fulfilling mobile experience. Sarah Kunst is the Founder and CEO of ProDay.co which features a mobile app containing various training routines led by athletes and fitness celebrities where an individual can choose a routine they like and train like a pro anytime, anywhere. Kiip and ProDay are two phenomenal mobile apps that make products and services easily accessible for consumers.
Companies are always looking for that next Old Spice campaign that will become viral on YouTube and get people talking. Effective branding is crucial for a company’s success. The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Branding needs to be credible and motivate buyers. According to MarketingAbout.com, “It’s important to spend time investing in researching, defining, and building your brand. After all, your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.”