Insights & Strategies for Making Your Mark With Digital Media Campaigns

OVERVIEW Planning Advertising Campaigns Selling to Clients Selling Ideas Writing Online Communications Evaluating Campaign Effectiveness

Planning Advertising Campaigns

Selling to Clients

Selling Ideas

Writing Online Communications

Evaluating Campaign Effectiveness

Why the sacred cow must die

Signs that the Consumer is in Control Media fragmentation Explosion of cable TV Birth of the Internet TiVo Rise of the Blog

Media fragmentation

Explosion of cable TV

Birth of the Internet

TiVo

Rise of the Blog

Mastercard’s Priceless.com is Loaded with consumer video. “Priceless Picks are not necessarily endorsed by MasterCard” BMW’s use of a 1998 video of children opening their Nintendo on Christmas — paid to use it in new spot Anheuser Busch launches Bud.tv, videos made by Bud drinkers Doritos 30-second Superbowl ad

Meeting Consumers

Real Beauty Breaks Out Canadian made viral ad, most downloaded videos on YouTube New product extensions like Dove Summer Glow self-tanning lotion Mission driven: widen the definition of beauty and inspire women to take care of themselves Dove Self Esteem Fund Working with Girl Scouts “ Little Girls” spots - “Let’s change their minds”

Canadian made viral ad, most downloaded videos on YouTube

New product extensions like Dove Summer Glow self-tanning lotion

Mission driven: widen the definition of beauty and inspire women to take care of themselves

Dove Self Esteem Fund

Working with Girl Scouts

“ Little Girls” spots - “Let’s change their minds”

Clever strategy: TV spots “banned” from US television but available on YouTube create buzz and attract attention Axe, Ford Sportka’s Evil Twin

Not always effective “ A big fat publicity stunt” Dove ran heavily edited version steering people to website to see “what we couldn’t show you on TV.” Ogilvy’s postings on YouTube have been taken down Doveproage.com has received only moderate traffic

Do not market

Shutting the doors Engagement with brands only on their terms Consumers killed pop-ups, little interest in banner ads By 2008, 38% of consumers will be using DVRs 139 million signed up for do-not-call lists A do-not-text list likely

Engagement with brands only on their terms

Consumers killed pop-ups, little interest in banner ads

By 2008, 38% of consumers will be using DVRs

139 million signed up for do-not-call lists

A do-not-text list likely

Listen “ We need to think about advertising in a different context, and well beyond just paid media. Listening to consumers via consumer affairs is an easier, more effective way of advertising to consumers. Inviting consumers to participate in an online community is a more accepted form of ‘opt-in’ messaging.” Pete Blackshaw, CMO, Nielsen BuzzMetrics

“ We need to think about advertising in a different context, and well beyond just paid media. Listening to consumers via consumer affairs is an easier, more effective way of advertising to consumers. Inviting consumers to participate in an online community is a more accepted form of ‘opt-in’ messaging.”

Pete Blackshaw, CMO, Nielsen BuzzMetrics

2-Way Communication “ Look, the new branding landscape is all about two-way communication and consumer involvement and asking for permission. What that boils down to is respect. Brands that try to bull their way into the party like the old days are just going to be shooting themselves in the foot.” principle of Pagano, Schenck & Kay, and Barkley Board Member Ernie Schenck

“ Look, the new branding landscape is all about two-way communication and consumer involvement and asking for permission. What that boils down to is respect. Brands that try to bull their way into the party like the old days are just going to be shooting themselves in the foot.”

principle of Pagano, Schenck & Kay, and Barkley Board Member Ernie Schenck

Conversations Bill Bernbach inspired advertisers to talk with consumers like they were real people. But no one thought about the listening. After a few generations of advertisers doing the same old routine, consumers learned to tune it out. And why not? Who’s listening? What would have happened if fifty years ago, the industry would have looked at Bill’s ads and said, “Wow! This is great! People are going to talk about this one. We better come up with a way to pick up on their conversation.” What would have happened to advertising as we know it if all that energy that went into to trying re-create Bill’s magic had been spent trying to support the next part of the conversation. The part where the consumer gets to respond. You can’t have a relationship with a customer without having a conversation.

Bill Bernbach inspired advertisers to talk with consumers like they were real people. But no one thought about the listening.

After a few generations of advertisers doing the same old routine, consumers learned to tune it out. And why not? Who’s listening?

What would have happened if fifty years ago, the industry would have looked at Bill’s ads and said, “Wow! This is great! People are going to talk about this one. We better come up with a way to pick up on their conversation.” What would have happened to advertising as we know it if all that energy that went into to trying re-create Bill’s magic had been spent trying to support the next part of the conversation. The part where the consumer gets to respond.

You can’t have a relationship with a customer without having a conversation.

Consider the example of a typical creative brief template, which usually says something like, "What are we trying to communicate?" Can you can see the old-world residue in the word "communicate"? It lacks the dimensions of experiencing something and having an ongoing two-way dialogue. "What are we trying to communicate?" implies a one-way conversation. Maybe we should ask ourselves: "How can we facilitate?"

Conversation Strategy Call to action Invitation to join Opportunity to share Content worth having and sharing Relevancy Convenient

Call to action

Invitation to join

Opportunity to share

Content worth having and sharing

Relevancy

Convenient

http://www.greatpockets.com/

Consumer Generated Media Unlike paid media, CGM is created by consumers. It's often inspired by relevant product or service experiences and is frequently archived online for readers convenience and other consumers or key marketplace influencers. Examples of CGM include blog entries, consumer email feedback, message board posts, forum comments, personal Web sites, and personal email. ClickZ The Pocket Guide to Consumer-Generated Media By Pete Blackshaw http://www.clickz.com/showPage.html?page=3515576

Unlike paid media, CGM is created by consumers. It's often inspired by relevant product or service experiences and is frequently archived online for readers convenience and other consumers or key marketplace influencers. Examples of CGM include blog entries, consumer email feedback, message board posts, forum comments, personal Web sites, and personal email.

ClickZ

The Pocket Guide to Consumer-Generated Media

By Pete Blackshaw

http://www.clickz.com/showPage.html?page=3515576

Social Media The good news is that social media is user driven. The bad news is that social media is user driven. Yes, there's the rub. Users are fickle creatures - they can love a product one minute and then drop it like a lead balloon the next, depending on their experience with the product, a rumor, or whether they have had their morning coffee yet. And if their experience is bad, the noise is generally louder. To protect their reputations it's not just journalists that companies have to impress these days. It's anyone with a computer and an Internet connection. Love it or hate it, the user community now has enormous power over the online reputation of a company or brand. SitePro News Social Media: The Instant Brand Killer By Kalena Jordan (c) 2007 Has spawned ORM - Online Reputation Management

The good news is that social media is user driven. The bad news is that social media is user driven. Yes, there's the rub. Users are fickle creatures - they can love a product one minute and then drop it like a lead balloon the next, depending on their experience with the product, a rumor, or whether they have had their morning coffee yet. And if their experience is bad, the noise is generally louder. To protect their reputations it's not just journalists that companies have to impress these days. It's anyone with a computer and an Internet connection. Love it or hate it, the user community now has enormous power over the online reputation of a company or brand.

SitePro News

Social Media: The Instant Brand Killer

By Kalena Jordan (c) 2007

Has spawned ORM - Online Reputation Management

http://www.myspace.com/roaminggnome

Syndicated Content Blogs Podcasts RSS Feeds

Blogs

Podcasts

RSS Feeds

OVERVIEW Planning Advertising Campaigns Selling to Clients Selling Ideas Writing Online Communications Evaluating Campaign Effectiveness

Planning Advertising Campaigns

Selling to Clients

Selling Ideas

Writing Online Communications

Evaluating Campaign Effectiveness

Planning Advertising Consumer (end-user) focus Their terms Find the intersection 2-way Conversation Prepare for dialogue Facilitate involvement

Consumer (end-user) focus

Their terms

Find the intersection

2-way Conversation

Prepare for dialogue

Facilitate involvement

Selling to Clients Know the consumer Know where they live Demonstrate an intersection of brand & consumer Source of inspiration Existing solutions Proof of concept http://www. heronime .com/Dew_Concepts/dew_presentation.html

Know the consumer

Know where they live

Demonstrate an intersection of brand & consumer

Source of inspiration

Existing solutions

Proof of concept

http://www. heronime .com/Dew_Concepts/dew_presentation.html

Selling Ideas It occurred to us… The Idea is… The Creative Solution Why we like the Idea

It occurred to us…

The Idea is…

The Creative Solution

Why we like the Idea

Writing Online Brief copy Show more than tell Intuitive/Interactive 2 layers of information Topline Explanation Inverted pyramid

Brief copy

Show more than tell

Intuitive/Interactive

2 layers of information

Topline

Explanation

Inverted pyramid

http://www.mcafeesecurityalliance.com/

Evaluation Success Metrics Data collection Servers Surveys (intercept) Viral marketing Traditional research

Success Metrics

Data collection

Servers

Surveys (intercept)

Viral marketing

Traditional research

Numantra is a very unique and results-driven advertising & marketing agency that was started on the crest of a tidal wave of change that ushered in the 21st Century. Our founding partners recognized the coming of this change and purposefully created a company shaped in the image of the unstoppable future. Find out what Numantra can do for you. Visit hire.numantra.com for more information. http://hire. numantra .com

http://hire. numantra .com