Traditional versus new media strategies today.

1. Day in the Life of an Ad
Campaign
Adam Chen

2. Traditionally
Newspaper ads
Sandwich boards
Now
Banners,blogs,branded entertainment,blue cashing, buzz marketing, consumer-generated content,
experiential marketing, videos on demand, widgets, gaming tie-ins, interactive billboards, kiosks, intranets and
extranets, texting, video, PDA downloads, PR and earned media, rich media, screensavers, funny viral videos

3. Day in the Life
How does the client’s customers spend the day?
Not a media checklist
Looking for insight -- put yourself in their shoes
Looking for places where customers might welcome a cool message, places where the right message is
less of an ad; more like information and entertainment.
Each person's daily life is different.

4. Buying Process
How does a customer decide to buy your client’s product
Purchase funnel- research and insights to see entire buying process through customers eyes
Go through process, looking for touch points- times where customer might think about product
Consideration process different for each product
General awareness>short listing>comparison>store contact>trial

5. Realize Possibilities
Small touch points; then think big
Pick one of the more intriguing customer contact points
Think creatively about different media where your message can appear
See where it matches up with the world of tour product
Make your product look good in every media; Consistency
Until someone makes a phone call, you never know.

6. Strategy: Question Authority
Do something you're not supposed to do
Break rules
“We can’t do that, can we?”
“Will someone talk about this idea?”

7. Strategy: Counter-Intuitive
Use your media in a unique way
Print doesn’t have to be flat
Pop-ups, gate fold, computer chip, scratch-off concepts, different paper stocks, scratch-n-sniffs,
sequential ads, die cuts, acetate film.
What can you do with an ad itself to make it more than an ad?

8. Strategy: Change the Product
Do anything but an Ad - Everything is media
Must delight the people who see it.
Guerrilla advertising-unconventional way of performing promotional activities on a very low budget
Effective when entertaining
Offensive when accosts or intrudes

9. Strategy: Create an Event
Something so cool you don’t have to pay people to come and watch.
Idea has to be cool, event has to be cool, hearing about it has to be cool
Get people to pay attention by providing information or entertainment

10. Strategy: Customer Play
Make them active participants in your communication
Have them do something fun
Interaction doesn’t mean limited to online.