Archive for May, 2007

You’re Paying Too Much for Online Advertising

May 29, 2007

The blogs, although biased, continue to proclaim the boom of online adversting, and it seems as if Microsoft (aQuantive) and Google (DoubleClick) agree. 

With less selection of inventory, alternative online adversiting forms such as PayPerPost will likely spring up and be successful in the short run.  You’ll also see a large increase for ad management and SEM firms because they work off a percentage of the advertising dollar spent.  Overall, it means you’re going to be paying too much for online advertising if you’re not evaluating click-thru-rates and using alternative ad vehicles.

The best part about the flourishing online advertising industry is that there’s a reason for it, and the worst part is that it’s a short term boom.  Starting at the end of this year, most advertisers will no longer be able to generate the same reach from their ad dollars because of the Presidential campaigns on TV.  These never-had-a-chance politicos will spend millions in TV advertising, moving the demand curve and increasing the price.

The next best choice for the 18-35 demographic is likely online advertising, which essentially means there’s more money chasing the same inventory – demand curve take 2 steps to the right.  So if you think you’re paying a lot for online advertising today, just wait.

However apparently there are still some companies with money to spend, with this recent email (don’t ask me why I got it, don’t ask me why they don’t have a legal disclaimer) about a couple of advertising deals for Kelley Blue Book:

——————————————————————————–
From: Melissa S. Chapman [mailto:x@kbb.com]
Sent: Tuesday, May 29, 2007 1:13 PM
To: Jean Brockmeier; Bill
Subject: FW: HP SOLD! for tomorrow’s flight
Importance: High

HP Spons on it’s way for tomorrow!

Melissa S. Chapman
VP, OEM Segment Product Strategy & Management, kbb.com
x@kbb.com
(949) 268-3048
(949) 268-3028 – fax
Kelley Blue Book
The Trusted Resource
www.kbb.com

______________________________________________
From:   Susan Brown 
Sent:   Tuesday, May 29, 2007 4:13 PM
To:     .Ad Inventory; Melissa S. Chapman; Anne Diep
Cc:     Ercy Coronel; Robin Cooper; Tim Hand; Kim Notario; Chris Buckley; Carrie Noworolnik
Subject:        HP SOLD! for tomorrow’s flight
Importance:     High

Saturn will take the open slot.

IO should be here soon.

Thanks
smb

Susan Makuch Brown
Director, Advertising and Business Development
Kelley Blue Book – kbb.com
x@kbb.com
P: 248.637.7500 ext. 5100
C: 248.840.5545
www.kbb.com

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Viral Marketing – Washington

May 19, 2007

The question is where to start with viral marketing.

1. Rather obvious, but don’t copy an existing idea or reuse an old one.
Viral Marketing is about doing something wacky or odd, even if you think it’s really stupid.  That’s why your ad agency won’t ever show you the best ideas.

2. Expect your viral marketing project to be a total failure.
Not unlike the rest of your marketing efforts, your first stab at viral marketing will be a complete flop.  Let it be, don’t resort to traditional push marketing efforts by running ads, sending spam emails, or doing press releases, you’ll only destroy the viral marketing mojo.  Better yet, use a small team and don’t tell anyone in the company.

3. Get in the mindset.
Viral Marketing is not a groupthink, check the box, powerpoint pitch, approval matrix type decision.  It’s likely going to be a single person idea, with a lot of add on ideas supporting the main theme, and may indeed come from the mailroom or CEO’s daughter.  The most important part is to get in the right mindset – understand the brand, understand the trends, understand the outcome, but no one should be pitching ideas on the first day.  Take a week to think about it, then post a short summary on the bathroom wall with no name.

Here are some starters for corporate viral marketing:

Free Joost Invite

May 13, 2007

Apparently there’s a lot of demand for Joost invites.  I’ve got a few too.  If you want to try out the internetification of TV, just leave a comment or use the contact form on the site. 

By the way, Joost is average at best because it lacks quality content.  Most of stuff isn’t even worth putting on TV late at night.  Buy.com did just as good of job with their internet TV play.  Of course, Joost is new, different, and from the millionaires who created Skype, so you’d probably give them the benefit of the doubt to fix the content issue.

United Airlines goes Bankrupt

May 1, 2007

At least in customer service, United Airlines is bankrupt.

I’m 3 months away from a big trip to Pittsburgh and I’ve got 100,000 mileage plus frequent flyer miles to spend.  Guess how many options I have to fly in August from Southern California? 

Zero.

How about on the Star Alliance award ticket?

Zero.

Non-stop First class?

Zero.

Apparently I didn’t get the memo.

From an internet product marketing point of view, why can’t I search for award travel and paid flights from the same travel search?  Oh, right, it’s United.

How about a new way to look at flight search?:

flight_redesign.png

(Full Size)