Archive for February, 2007
Posted by Chris Wilson February 27th, 2007
I recently finished listening to an audiobook entitled Words That Work, by Dr. Frank Luntz. Being a marketer I found the subject matter more than interesting. It’s relevant. Communication is what marketing is all about. Critics can’t seem to get past Dr. Luntz’s past political affiliations and experiences, but I believe behind each of his stories there is something to be learned about our language and how the words we use affect communication.
There was one particular story from the conclusion of the book which stuck out to me. Dr. Luntz recounts a common experience that occurred in his house growing up. His family had a housekeeper that would come to their house a couple of times a week and every week his mother would have tremendous difficulties explaining to the housekeeper exactly what she wanted cleaned. In her frustration his mother’s voice would just get louder and louder until the point that she was yelling at the housekeeper. Dr. Luntz looks back on these accounts and points out that his mother thought she wasn’t being heard when in all actuality she wasn’t being understood.
As marketers we must realize this distinction. When our message isn’t being understood we must adapt and change it. Making it louder and more intrusive doesn’t make it comprehendible. If the message is right, all it will take is a whisper.
Posted by Chris Wilson February 26th, 2007
Guerrilla marketing is still something of a white ghost in the advertising industry. Sightings of effective guerrilla ads are talked about constantly, but you rarely see them for yourself. So, why is this? Well, I believe it’s because, in the grand scheme of things, there really aren’t many exciting forms of guerrilla marketing out there. This is why there is a lot of talk when a piece of truly brilliant guerrilla marketing enters the marketplace. Many marketers and consumers alike often perceive guerrilla marketing as sporadic and intrusive forms of advertising such as bluejacking, spamming, and littering handbills everywhere. These negative perceptions, along with poorly planned publicity stunts, such as the recent terrorist scare that surrounded Cartoon Networks’ outdoor marketing campaign in Boston, have led to marketers and companies being very hesitant to the ideas of new and untraditional forms of communication.
One of the biggest problems that guerrilla marketing faces, is that marketers are under the impression that since it is an abstract form of communication, there doesn’t have to be a strategy behind it. This is where many guerrilla marketing campaigns go wrong. As marketers, we have to remember that the goals should be the same as traditional forms of advertising. Campaigns should be presented in a way that catches the consumers attention, and in successful cases creates buzz (which is a topic all it’s own). Guerrilla marketing should be a part of the overall campaign and branding process, not an altogether separate campaign.
Below are some great examples of what I consider very well planned and executed forms of guerrilla marketing:
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Watch Around Water Campaign:
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The Sopranos Taxicab Campaign:
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Monster Jam Campaign:
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Fox’s Prison Break Campaign:
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Dental Insurance Campaign:
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Thanks to adgoodness, for providing most of the images for these campaigns.
Posted by Chris Wilson February 23rd, 2007
Last Friday, celebrity Britney Spears decided that she would kill her pop icon status, which took over a decade to create. Her brain waves were obviously malfunctioning when she shaved her head outside of a closed salon in Sherman Oaks, California. A celebrity’s visual image, or visual brand, should be one of their most valued assets. A superstar career is based on talent and ability but more than anything it is built on public image. And when I say image, I mean they must look the part. Take the TV show American Idol for example. Every once and a while you will see a contestant on the show that can belt out sweet lyrics like a pro, but because they don’t look the part they are turned away and even if they are advanced to the next round their success is short-lived. Britney’s carelessness with the scissors reminds me of similar situation that Keri Russel found herself in while staring on the hit TV series Felicity. On the show Keri was known for her long curly locks of hair, but in a personal need for change Russel decided to go for a much shorter look. It was obviously not as drastic of a change as Britney has made, but the decision left the viewers of a Felicity feeling as though they didn’t know her character any more. Some are calling Britney’s action a “publicity stunt”, but I say that unless she is planning on debuting a new brand of Britney, fronting a punk band in the near future, she has just committed celebrity suicide.
Posted by Chris Wilson February 22nd, 2007
As everyone knows atmosphere plays a big role in the success of any restaurant. Atmosphere seals the fate of any dining experience. People don’t eat at expensive restaurants solely for the cuisine. They want an experience. They want something to talk to their co-workers about on Monday.
Last weekend my wife and I went out with some friends to eat at Red Rock Canyon Grill, which is located on the banks of Lake Hefner. They serve a Southwest/American cuisine that is delicious, and are best known for their wood-fire roasted chicken. Red Rock knows their chicken melts in your mouth like butter and they use this knowledge to their advantage and have made it part of the overall experience. In a back corner of the restaurant the whole fire roasting process can be seen, as the chickens are roasted over a massive wood fire. Fire roasting chicken over an open flame isn’t anything new, but the way Red Rock does it, something sticks.
My favorite part of our dinner at Red Rock, and what impressed me most, was something that is done every night at the same time. The back balcony of the restaurant faces west and each evening at sunset there is a celebration. As soon as the sun sets waiters clap and whistle, those dining raise their glasses and cheer. It’s something simple, it’s something free, and something that works. As the sun goes down the energy of Red Rock rises.
I don’t know how much thought went into planning this sunset celebration, but I think the whole concept is genius. Not only does it add to Red Rock’s image, but I’m sure it adds to the restaurant’s overall profits each night. The sun sets at roughly 5:20 each night, which leaves those wishing to partake in the festivities getting to the restaurant much earlier than they normally would. Most restaurants don’t get busy until about 7pm. I’ve concluded that this gives Red Rock approximately 2 extra hours of business at what I’ll call “full capacity.”
This just goes to show you that often time the simplest ideas and solutions produce the biggest results.
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