Posts Tagged ‘marketing’

EDITOR’S NOTE: This post was originally published in July 2011. I’m reposting as a courtesy to the readers who arrived here after googling Ms. Feiss. 

It’s amazing the distractions a student can find doing research on YouTube. I stumbled on one of Apple’s 2002 “Switch” adsTBWA\Chiat\Day‘s followup campaign to 1998′s “Think Different.” The “Switch” ads, directed by Errol Morris, supposedly featured real people who had switched from a PC to a Mac, “telling their story in their own words,” according to the press release. The ads were simple, shot against a white background, and were ripe for parodying

In this clip, high school student Ellen Feiss tells us how she lost a “really good paper” while working on her PC. And although the success of the “Switch” campaign has been debated,  it’s nine years later and I remember Ellen Feiss and her paper. I bet others do, too — which should settle any question over the campaign’s success.

Consider this: It’s hard to remember in 2011 how difficult that sort of imprint would have been to achieve for Apple, despite its re-emergence in the market the late 1990s with the iMac G3. PCs still ruled in 2002; the iPod — having been released only in late 2001 — had not yet saturated mainstream society. There was no iPhone. Tech was not that personal yet. The term “viral marketing” wasn’t used in everyday conversation. YouTube was still three years away. Even so, Apple and Morris got our attention and piqued our curiosity: “Have you seen the new Apple ad? What’s up with that girl? Is she real? Is she high?” Despite the speculation, we were interested in what she had to say — and we knew the brand she was promoting and still do.

Facebook has been the hugest time suck I’ve ever experienced. I haven’t even watched TV in months, I feel like I never have time to do the things I should be doing, and I get antsy if I can’t check it at least a few times a day.
~ Anonymous friend

Have you seen enough cat pictures? Tired of all the privacy leaks? Or do you just want to recoup the time that you lose captivated by people you don’t really even like?

You want to take a Facebook break, but you’re not sure how. A report published Feb. 5 by the Pew Internet & American Life Project shows 61% of Facebook users have taken a break from using the social networking site at some point. If so many people can take a Facebook break, then why not you?

But leaving Facebook?  Yes, it sounds insane. To hear some folks considering it, the idea of leaving Facebook is akin to leaving Earth. If you can’t bring yourself to deactivate your account right away, you can ease yourself into a Facebook break by limiting your interaction with the site.

A great starting point is the notifications. Do you really want to know when a friend-of-a-friend’s Aunt Lulu comments on a puppy photo you commented on in 2010? You don’t need a text message or email about that. If you look through the notifications, you’ll see that you can live without a lot of them.

FACEBOOKOBLIGATION

Of course, you’ll want to be notified about friend requests, but more important: you want to be notified when you’ve been tagged in a photo or a post. You don’t want the idiot friend who doesn’t follow the What-Stays-In-Vegas Rule to tag you in the pics of the fur bikini mechanical bull riding contest that you won in 2006.

If you want to further limit your Facebook interactions, delete the app from your phone. You’ll be amazed at how freeing this is. No badges, no buzzes. You’ll find your phone is plenty entertaining without it.

After you have limited the notifications and deleted the app, you’ll probably feel like something’s missing — like you’re not wearing pants. That will pass. You’ll soon find a sense of calm and quiet. At this point, you might find deactivating your account isn’t so hard. Try just one week.  At the end of that week, see how you feel. You may be surprised to find you feel relieved.

Why would I feel relieved?

Because you wouldn’t constantly be responding to a website.

Let’s face it: Social media carries an obligation. If we’re logged on, we are required to respond. It’s like if you’re at a party, you’re required to interact. Facebook is a 24/7/365 party. And sometimes you need to leave the party.

That’s not to say that you can never go back. But when you do, you’ll probably have a different perspective about what you share and with whom you’re sharing. This is healthy. We need to revisit how we interact on social media from time to time so that the sites — Facebook, Twitter, Google+ — don’t completely legislate what we share, how we share it and with whom we share. Taking a break from Facebook (or any social media) allows us to step back from the maddening crowd and think for ourselves — without the coercion of an unapologetic algorithm or the noise of a 24/7/365 party.

 

EARLIER: How Lady Gaga helped me get off Facebook

 

Happy Thanksgiving, peasants, from Williams-SonomaThe Wall Street Journal‘s Corporate Intelligence blog has a post on Williams-Sonoma‘s flourishing eCommerce business, which has some surprising numbers.

From the article by Joan Solsman:

Over the years, Williams-Sonoma parlayed its catalog background to incubate one of the most thriving marriages of online and in-store selling in retail. E-commerce was 37% of net revenue last year in the fourth quarter.

Wow.

Thirty-seven percent of net revenue is nothing to sneeze at. But I still think of Williams-Sonoma as a catalog company with products that I can’t afford. Maybe this perception has something to do with the catalog’s pretentious copy.

EARLIER: Order up, peasants

 

ED’S NOTE: This post was originally published December 2011. It reflects my interest as a marketing student in advertising, search-engine optimization, and viral marketing. No agencies or products are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.

In what is a nice break from the nearly insufferable, panic-inducing holiday ads of the season, EDITED 11-30-2012 Prime-time viewers are getting an eyeful of glamour, thanks to Dior’s J’adore “film” by Jean-Jacques Annaud, that features the always-gorgeous Charlize Theron, and co-stars such greats as Grace Kelly, Marlene Dietrich, and Marilyn Monroe.
 

 
The commercial, which was filmed in the Galerie des Glaces at Versailles, isn’t new; it was released in early September. However, it’s getting airtime this holiday shopping season, as it should, because the spot easily and smartly appeals to both sexes: the women who want to be Charlize Theron, and the husbands and boyfriends who want to be with Charlize Theron.

What caught my attention was the music that propelled the viewer through the couture-show setting: 2009′s Heavy Cross by Gossip — with Beth Ditto‘s punk princess vocals and Brace Paine’s hypnotic bass riff — was compelling enough to make me grab my iPhone and Shazam it. (I have since played this song to death.)

At the time of this writing, this clip on YouTube had 1,211,325 views, 4,404 likes, 84 dislikes, and 474 comments.

From the YouTube comments:

I have a theory, each of the girls represent a perfume:

Grace Kelly (Miss Dior Cherie)
Marlene Dietrich (Hypnotic Poison)
Marilyn Monroe (Dior Addict or J’adore)
Charlize Theron (J’adore obviously)

<3 Dior!
 

~ franzchick66,
YouTube member

 

Nice theory, franzchick66. I can’t afford to smell that good, so I’ll have to take your word.

The subscribers to Dior’s YouTube channel are active and enthusiastic about the “films.” I’ll readily admit that I know nothing about couture, but even so, I still remember Dior’s 2007 smokin’ hot, 30-second “film” that has Charlize striding through a mansion, elegantly disrobing as only she can to Marvin Gaye’s 1978 Funky Space Reincarnation.

And that, kids, is what they call an impression.
 

 
About the Dior Channel
(As of Dec. 13, 2011)

  • Total Upload Views: 3,535,200
  • Joined: Oct. 14, 2005
  • Subscribers: 7,288

Happy Thanksgiving, peasants, from Williams-Sonoma

In case you missed it last week, Dead Spin deconstructed the Williams-Sonoma holiday catalog for the likes of me: we the people who don’t cook, won’t cook and don’t understand the need for potato gloves.

Click the photo to read the pure genius by Drew Magary.

Warning: Language not suitable for reading around the holiday table.

For happier holidays

Posted: November 22, 2012 in Miscellaneous
Tags: , ,

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Last year, it was the Christmas Blend VIA.

This year, Starbucks is selling Christmas Blend K-cups, a lovely addition to their take-it-with-you product line.

Overheard in New York:

I am silly excited about this.

 

EDITOR’S NOTE: This post reflects my interest in advertising and promotions as a marketing student. The opinions expressed here are mine and in no way reflect the opinions of my employers. No agencies or products are endorsed.
 

 

USA TODAY‘s marketing reporter Bruce Horovitz looks at Madison Avenue’s use of obese people in advertisements as symbols of change. The story cites Nike’s “Find Your Greatness” ad that features Nathan running on a lonely country road as narrator Tom Hardy quietly assures us that greatness is not reserved for “the chosen few. For prodigies. For superstars.” According to the USA TODAY story, the other brands in following in Nike’s footsteps — so to speak — are Blue Cross Blue Shield and, of course, Subway, which is happy to celebrate Jared‘s 15 years of healthier eating.

From the USA TODAY story:
 

Why is it now acceptable to show obesity? “More of us are overweight, so it’s a shared problem,” says Valerie Folkes, marketing professor at University of Southern California.

 
But that’s only a small part of the reason it’s OK show obesity. A quote from Erich Joachimsthaler, a brand consultant, points out that the ads’ appeal is also rooted in a new generation — a generation where fat isn’t different and we’re all famous, even if for a little while.

From the story:
 

“The new generation doesn’t see (obese people) as different. There is a new, democratic world view: Everyone can be a star.”

 

With that casual acceptance in mind, we ask what’s the big deal? Well, society and the media tell us being obese is not OK, being overweight is not OK — it’s a constant message no matter how many times celebs tell us they like their weight gains or urge us to love ourselves just the way we are. But if we consider that in the calendar year 2009–2010, 35.7% of U.S. adults were obese, we understand exactly why brands are embracing obese people: They’re consumers, too, with discretionary dollars to spend. This isn’t about everyone loving everyone just the way they are; for better or for worse, featuring fat folks in ads is about sales — plain ol’ dollars and cents.

Quick facts about obesity from the Centers of Disease Control and Prevention:

  • An adult who has a BMI between 25 and 29.9 is considered overweight.
  • An adult who has a BMI of 30 or higher is considered obese.
  • Approximately 17% (or 12.5 million) of children and adolescents aged 2—19 years are obese.
  • Since 1980, obesity prevalence among children and adolescents has almost tripled.

SOURCES:

http://www.cdc.gov/obesity/data/adult.html

http://www.cdc.gov/obesity/data/childhood.html

 
 

EDITOR’S NOTE: This post reflects my interest as a marketing student in advertising and social media marketing. The opinions expressed here are mine and in no way reflect the opinions of my employers. No agencies or products are endorsed.
 

 

You know you need new wiper blades, so why don’t you take 10 minutes to replace them?

 
It’s an irritating task that we never do when we’re supposed to, and the ad folks for Allstate (Nasdaq: ALL) know this. So in a new 30-second ad, posted on YouTube on Sept. 26, Allstate’s Mayhem is our worn-out wiper blades that leave us defenseless against the torrential downpour we’re guaranteed to encounter just hours after we say to ourselves, “I need new wiper blades.”

Worn-out wiper blades represent a self-imposed risk we take when we procrastinate, a mark of our stupidity — not necessarily Mayhem in its truest form.

But when we look at the Mayhem ads with a more critical eye, we see they’re funny and engaging, but nothing that happens is really devastating. A kitchen fire is kinda funny. A dryer fire? Hilarious. And really, who among us doesn’t love it when a drunk football fan runs in front of our car? No, Mayhem isn’t that ominous, which is why the character Dean Winters portrays is a great product character: He sells insurance that is supposed to help us when shit happens — without making us fear the possibilities of kitchen and dryer fires, or bad referees who run screaming from the stadium.

You all know this stuff, and it’s obvious that I do. That’s why this is my last post on the Mayhem character. What began as a roundup of clever ads that caught my gnat-size attention evolved into an experiment in search-engine optimization that ultimately hijacked this blog and its theme: I ended up focusing solely on funny advertisements, and even then, I wasn’t able to write about them as critically or in-depth as I would have liked. As it happens, my time is to blog is very limited these days, and I can’t spend it writing about Mayhem. I’m grateful to Allstate and the users of YouTube (and Facebook) for all of your support, but it’s past time for me to focus on other campaigns, other marketing elements. (That last part is code for: I’m ready to geek out over product packaging and placement! Who’s with me?)

That said, I’ll conclude this post like I’ve concluded the other Mayhem posts, with a nod to Mayhem’s popularity: At 6:30 p.m., about five hours after it was posted on Facebook, the video had 8747 likes 232 comments, and 773 shares.The timestamp on YouTube says the video was posted Sept. 26, 2012; as of 6:30 p.m. Sept. 27, there were 341 views, 0 likes and 0 comments — but it was early still.
 

EARLIER: A roundup of 2011 Mayhem commercials

 
AGENCY: Leo Burnett, the agency that brought us product characters such as the Marlboro Man, Jolly Green Giant, Tony the Tiger and Toucan Sam.

EDITOR’S NOTE: This post reflects my interest in advertising as a marketing student. No agencies or products are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.
 
Our heroine from the Toyota Venza commercial can be seen in the new Triscuits commercial.
 

 
That’s all I have to say about that right now because I have to go to dinner.
 

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RELATED: Toyota Venza Girl plugs eBay

 

EARLIER: Toyota Venza Girl on Yahoo!

 

EARLIER: More on the girl in Toyota Venza commercial

 

EVEN EARLIER: Toyota Venza: ‘That’s not a real puppy’

 

RELATED: How Lady Gaga helped me get off Facebook

 

EDITOR’S NOTE: This post reflects my interest as a marketing student in advertising and social media marketing. The opinions expressed here are mine and in no way reflect the opinions of my employers. No agencies or products are endorsed.
 

 
Why haven’t we seen this before? In a 15-second clip, posted on YouTube on Aug. 5, Mayhem tries to use an electric buzzsaw. (Phhhht.) At the time of this writing, it had 303 views, 56 likes, and 1 dislike (though I might click the thumbs-down myself.) At 9:48 p.m. Aug. 5, the clip had been posted on the Mayhem Facebook page for about an hour, during which 2,091 people liked the ad, 496 had shared it, and 66 people had commented on it, including Amie who said:
 

Crushin’ on Mayhem! :-)

 
No one ever crushed on the Geico lizard, did they?

 

EARLIER: A roundup of 2011 Mayhem commercials

 
AGENCY: Leo Burnett, the agency that brought us product characters such as the Marlboro Man, Jolly Green Giant, Tony the Tiger and Toucan Sam.