Buying is an emotional act. Science bears this out. Functional MRI scans, in fact, show that people often rely on emotions rather than information when evaluating brands. Other studies have found that the emotions triggered by an ad influence a potential customer’s intent to buy far more than the actual content – by a factor of 3-to-1 for television commercials.
A perfect case study for this is Whirlpool’s “Every day, care” campaign. In addition to being a solid example of the power of visual storytelling, the campaign’s television ads focus on the small, everyday acts of kindness that often go unnoticed, but have remarkable impact. The spots evoke strong emotions, and maybe even a few sniffly tears. Whirlpool has also … Continue Reading
Have you heard of Digital Darwinism?
You can probably wager a guess at what it means. As it relates to multiplatform publishing, it holds that the brands that can’t adapt will not survive this content revolution. More specifically, brands that don’t seek to reach customers everywhere, and in real time, will be left in their competitors’ digital dust.
TV, print, radio, social, mobile, outdoor – the list goes on. Multi-channel marketing is not new. But the strategy of building and embracing an ecosystem of channels targeting a number of devices is becoming more of a “must” than a “should.” Sure, part of it depends on your industry. Media companies such as ESPN and Vice Media are leaps and bounds above … Continue Reading
“Advertising and marketing cannot be used as a tool to confuse and endanger New York consumers.” – New York Attorney General Eric Schneiderman, April 2015
When you think about police work in the city of New York, you’re likely to think about officers patrolling the streets – not the billboards above it. The fact is, however, that just as the city works to prevent violent crime, it also devotes law enforcement resources to ensuring that advertising and marketing in the city is not deceptive or otherwise in violation of the law.
The quote above, direct from the New York Attorney General, is proof of just how high that commitment reaches. It comes from an announcement this spring of lawsuits the … Continue Reading
Two decades ago, Jerry Seinfeld famously said to best friend and self-proclaimed schlep George Costanza: “You know the message you’re sending out to the world with these sweatpants? You’re telling the world, ‘I give up. I can’t compete in normal society. I’m miserable, so I might as well be comfortable.’”
But fashion designers didn’t give up. Fast forward to 2015, and active wear —whether for activity or leisure— has been reinvented. Active wear is no longer an afterthought. It’s much more than a stitch niche; in fact, it’s become one of the fastest growing fashion segments. According to market research company NDP Group, active wear drove an eight percent increase in women’s apparel from 2013 to 2014.
One of the … Continue Reading
Once upon a time, newspaper circulars and static-filled messages broadcast over store speaker systems represented the cutting edge of shopper marketing. You had to think and decide for yourself what to buy and where to buy it. Those days are long gone.
Today shopper marketing happens in real time, across multiple marketing channels, and it’s always lurking around the corner. Shoppers are in the crosshairs whether they’re being hit by a retargeting banner ad after leaving an e-commerce site or pinged by a geo-located push notification on their mobile phone as they walk by a favorite shop with a clearance sale happening.
The heartbeat of today’s shopper marketing is what is called “programmatic advertising.” At a high-level, this tactic involves … Continue Reading
In the advertising world, perhaps not even “Mad Men” is as consistently entertaining as The Martin Agency. Known for steady and creative execution of Fortune 500 accounts, Martin helped bring GEICO out of the stone age (or into it, rather) with its caveman campaigns, and re-energized Walmart’s image with a clean and modern approach.
Named as the 2009 Agency of the Year by Adweek, The Martin Agency may be headquartered south of the Mason-Dixon Line in Richmond, Virginia, but it’s not considered a Madison Avenue outlier or scrappy underdog in terms of its work or talent. (The agency has offices in New York and London, too.) It’s a top-flight outfit that’s fueled its success with strong leadership and even a … Continue Reading
As mentioned, at BAA I gave a presentation on how disruption is permeating advertising, media, and marketing today. I now will share with you the final installment of the series…
How do brands engage consumers in ways directly relevant to the target audience? The answer may be Shopper Marketing – more appropriately dubbed as “Omnichannel Marketing.” These marketing tactics are about engaging and influencing customers on their path to purchase. They are about driving consumer engagement using content, technology, data and insights, together with promotions, branded campaigns and social interaction. It’s about delivering the right products, in the right environment, in ways that are relevant and effective today.
Shopper marketing is heavily dependent on information and data. How do marketers … Continue Reading
As mentioned, at BAA I gave a presentation on how disruption is permeating advertising, media, and marketing today. Today I will share with you the second installment of this three-part series…
One of the biggest issues facing advertisers, marketers and agencies today is the concept of “Trust.” Not “Trust” in the context that advertising lawyers usually consider – the truth and falsity of advertising claims. Rather, the issue is “Trust” as it relates to digital media. And this issue relates to brands as well as media buying agencies. Digital media is an integral part of all marketing and promotion today, and marketers and their agencies are part of that process and have responsibility for it – and may even have … Continue Reading
This week, leading lawyers, regulators and marketers attended the 37th Annual Brand Activation Association (BAA) Marketing Law Conference in Chicago. At BAA I gave a presentation on how disruption is permeating advertising, media, and marketing today. Over the next few days, I will share with you three video clips from my presentation. Let’s dive into the first one…
The lines between advertising agencies, digital agencies and even product development shops are blurring. We are seeing the rise of “brand activation agencies” that use shopper technologies, experiential marketing and targeted promotions to create products and foster consumer engagements. Just like the four innovators in the video, marketers and agencies are becoming agents of disruption. These companies are changing the way we … Continue Reading
Once again, Advertising Week has come and gone. And once again, I was thrilled to be part a special event for our industry. It’s not often that you can get famous statistician Nate Silver, Olympian Lolo Jones, and musician Bootsy Collins under a single tent, but they were all there at Ad Week – along with the biggest executive names – adding to a vigorous exchange of ideas about the future of advertising.
I had the pleasure of kicking off the “Trust Forum” presented by OpenX. As the program materials noted, “Advertising and trust have always had a challenging and somewhat tortured relationship.” It’s a statement that feels more true now than ever before as advertising is becoming more deeply … Continue Reading