Archive for November 2010
I’m looking at a lot of advertisements and reading a lot of advertising case studies lately. And the best ones? The ones that create an experience for the viewer, and not just the online variety. It’s relatively easy to be engaging with online advertisements. You can let people fill out the entry forms right in the banner ad, or have it expand into a race car game they can play without ever leaving the original website. Even just enticing a person to click on an ad is enticing them to engage. That click is an engagement after all.
No, it’s also possible to get an experience out of outdoor advertising.
Yeah, you read that right. I’m talking about billboards and posters and bus stations. Let’s take this one.
Unlike just a virtual experience, such as zooming a digital car around a race track, here you actually sit in the branded bus stop. All it takes is figuring out how your target audience spends their days and creating the experience where they will encounter it. Plus, by creating a branded experience like this one, you tap into the social graph. People love to share the events and things that happen around them, and, honestly, if you and a friend were waiting at this bus stop, could you resist taking a picture of yourself in one of those cool chairs and posting it to Facebook?
And you don’t necessarily have to take over the local public transportation to pull it off, either. Try this one. It’s just a poster you would see in the London Tube or on the side of a phone cabin. In this campaign, the planners at M & C Saatchi realized that teenagers are more worried about a friend dieing in a traffic accident than dieing themselves, thus the tag line. But what makes this outdoor poster an experience is the artwork. It draws you into the action in the photo. And since the view into the picture is horizontal made vertical, it makes you feel like you are horizontal. You were also in the crash. Pair that with the tag line, and the target audience suddenly has a dose of the experience that the advertiser, Transport for London, wants them to want to avoid by driving safely.
By making the ad an experience, you also make the ad work, no matter the medium. Whether it be with stunning creative, insight into how your audience spends their day, or a fun game online. The experience is what matters.
I was asked by @tjohnsoniii what I thought were 10 skills an aspiring marketer needs to be a success. He decided number, so this post is longer than my norm. Bear in mind, I’m an aspiring marketer, myself, but I can still say what I am working on, and then others can pipe in with what they are working on, which brings me to point number 1:
1. Listen to others: You have to be willing to learn from everyone around you. And I do mean everyone. Learn from children. They have a really neat way of looking at the world. Learn from your fellow students, too. Of course, learn by reading blogs.
2. Self-Awareness: You might be a marketer, but you’re also a consumer. You have to be able to look at yourself and learn from your own behavior as well. You might be your best inspiration!
3. Aggregate knowledge: Be able to not just learn from all sorts of people, but also take knowledge from different sources and put them together to find new insights. For instance, if you know from a Linked In answer that CEOs read blogs but don’t write them, but you talk to a strategy planner who asserts the importance of CEOs having a direct contact with consumers, you might want to suggest Twitter in your new marketing plan. Get the CEO to retweet those blogs that he likes, and perhaps answer people via Twitter and give little tips. Little time commitment and he’s engaging directly.
4. Diligence: All of these things can be hard to do regularly. For instance, writing daily, improving, takes a lot of time. I love to aggregate knowledge (Read my Twitter feed. I’m constantly reading a wide variety of blogs and Tweeting them) but it’s hard to get through my entire Google Reader, and I try to do it daily!
5. See from other Points of View: As @pristyles said at a Tweet Up last night, you have to be able to sell products that personally don’t appeal to you. The agency where she works, BBH, does the ads for Axe. I think it’s a fair bet that the people working on the Axe account aren’t all 18-24 year old guys, the Axe target demographic.
6. Play well with others: Most work nowadays is group work. You have to be able to fit your specialties and abilities with those of others. No one person can do it all. This goes beyond working with a Graphic Designer. One person can’t know everything about SEO, social media, ad networks, television advertising, and website usability, but each element relies the others. That means the people behind each element must also rely on each other.
7. Network. A lot: You have to know how to deal with people. How to meet them and how to get along with them. This is generally important, but I think that it is more important in marketing, as opposed to the “harder” business disciplines, if I can steal a term from science. You spend more time with people than with a spreadsheet. Not that you don’t get some good quality time with Excel, too. Which brings me to…
8. Understand numbers: I expect many aspiring marketers might look at this and say “I’m a marketer, not an accountant! I deal with emotions, pictures, behavior…not numbers.” Well, you look at analytics to understand those emotions, pictures, and behaviors. Today’s world is increasingly traceable. We’re buried in data up to our ears and marketers have to be able to understand those numbers.
9. Write well: Even if you have no desire to be a creative at an advertising agency, you have to be able to write well. If you can’t write, you face a real block in communicating your ideas. This isn’t just saying, “Yes, well, young women like rhinestones.” You have to explain insights that others might not understand at first. Like why you want to take a technology company’s website and make it feel more like a neurosurgery facility.
10. Give good presentations: Many marketers have to give their final marketing plans as presentations, so if you stutter when in front of a crowd, join Toast Masters. Get confident in front of others. No pressure, but if your presentations is a flop, you’re idea might, too.
What do you think? Any aditions?