Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


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Ad of the decade?

Ad of the decade

I recently found myself watching inane television, sometimes it just has to be done.  In between wrapping Christmas presents along came a show on ITV called Ads of the Decade.  As a Marketing professional how could I not watch this?  I began mentally preparing a list in my head Cadburys Gorilla, Meerkat, Bud, Honda Choir, Honda Cog, Levis twisty jeans, Honda Hate Something – sparking some great online activity  (in fact Honda come out quite a lot) maybe even the Coke Happiness Factory.

Which ad would win it though? A whole lot of advertising thought leadership and creative development ready to be audited, reviewed and ranked.

The list (in alphabetical order)

1. Barclaycard: Waterslide
2. Budweiser: True / Wassup
3. Cadburys: Drumming Gorilla
4. Cadburys: Eyebrows
5. Carlsberg: Old Lions
6. Citroen C4: Transformer
7. Compare the Market: Compare the Meerkat
8. Guinness: Tipping Point
9. Halifax: Howard
10. Honda: Cog
11. Hovis : Go On Lad
12. John Smiths Bitter: Various ft. Peter Kay
13. John West Salmon: Bear
14. PG Tips – Monkey
15. Skoda: Bake
16. Sony Bravia: Balls
17. Sony Bravia: Paint
18. Sure for Men: Stunt City
19. T Mobile: Dance
20. Volkswagen: Singing in the Rain

And the winner is…

There were some great ads in the top 20 list.  Some real outstanding examples and some not so great ones on the roster.  So who would seem the most obvious?  Honda’s are really creative, T-Mobile brought Flash-Mob to the mainstream, Monkey was both creatively good but also really funny and Cadburys Gorilla created such a buzz in both pub and online conversations.  Howard…?  Well enough said.

The Sony Bravia ads were brilliantly produced and I am amazed the paint execution didn’t rank higher.  That being said the winner was the Hovis ad directed by Ridley Scott and when it first aired was the longest ever advert on British TV, some 122 seconds long.  Obviously symbolic of the fact the first Hovis loaf was sold some 122 years ago.

I love the ad and it is a great representation of Britain through the years.  The production values are outstanding and the story is executed in a good manner.  Is it the best ad of the decade?  I am not entirely sure, although I can understand why people would vote it.

Whatever your view, the list represented a diverse mix of ads with different types of executions.  It shows that there are streams of creative excellence still strong in the UK advertising industry.

The future

So when we reach the ends of the teens and 2019 draws to a close, will we be talking about a list of TV ads or will it be some completely different medium.  Maybe internet, apps or a channel that has yet to emerge.  One thing is certain, as marketeers we will need to think of ever increasingly creative ways to communicate with our audiences.  We will also need to consider how our audience will want to consume our messages or even lead us.

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Attention Planning – Social Media

Attention Planning

There is always a mass of hyperbole surrounding social media and branding.  This can be due to lack of understanding, the fact that few hard measures are put in place or just the fact it is in the interests of some marketeers to keep the mystique around these subjects.  Whilst both areas may not be as simple to analyse as an immediate ROI from a PPC campaign, or coupon redemption through DM, there are ways to measure their impact and effectiveness.

This post looks very simply at some of the methods of measuring social media campaigns and in a way, branding campaigns online in general.

Social Media sites

Desirability

This is the section that traditional ATL or brand advertisers would call consideration.  Essentially it is the measure to ascertain if people actually like your brand or not.  Traditional advertisers will run surveys, perform focus groups or take a spurious number from a third party research house.  However, these are sometimes the route of the reason why we never truly know the impact of our activity.  How many times have you been asked to take part in ‘research’ and declined the opportunity.

There is a (relatively) quantifiable way of doing this online.  Tapping into the social media cloud around your brand, you can see how people view your brand, both positively and negatively.  This can be done through buzz metrics (reputation management) which effectively analyses all the commentary your brand receives through social media channels.

Awareness

The central point for any brand has to be has your target audience seen the brand and are they aware of it?  These are important (although not necessarily critical) questions to answer prior to your campaign, as it is easier to raise awareness if there is existing rapport.  As users become increasingly sophisticated and engaged with your brand, campaign materials will be spoken about, distributed by users and eventually searched on.  Again as a brand you need to extract these conversations, it not only allows you to evaluate awareness, it also allows you to understand impact and perception.

A great example of a campaign that has generated large levels of awareness is ComparetheMeerkat.  The TV ad aired and created a stir.  A microsite was available that was then promoted via the majority of online channels, social and other.

Compare the meerkat

Frequency

The old rule of traditional advertising was developed in the 1970s by Krugman.  He stated that you need to expose your target to your message three times. What? Why? and the payoff.  Essentially this still rings true.  Potentially even more relevant in social media.

Be aware when developing campaigns or activity for your brand you need to have a sufficient campaign base and content to maintain users engagement and buy-in.  Users aren’t willing to see and review the same content on a regular basis, they are even less likely to be interested in distributing this to their friends.

Engagement

This is quite simply how deeply entrenched your brand is within the consumers’ minds.  How often are you referenced in blogs, on forums or other social media platforms.  This is how many times are you commented on, how long were the conversation strings and were the messages postive or negative.  The ultimate and potentially more difficult to measure is did the activity spark other activities.  A great example of this in action can be found on YouTube, where users in the YouTube community post video responses.

Pay-off

With more media becoming available at an accelerated pace both online, in print and on broadcast media with the advent of digital TV and Radio, users attention is becoming more and more difficult to obtain.  Key measures to see if you have grabbed the attention are simple methods such as click-throughs, UVs and repeat visits.  This indicates your content is engaging enough to offer users some form of pay-off.

Another measure (depending on your content) is time spent interacting.  Generally in brand building (social) campaigns the longer users spend on site, the better.

Spread

Traction is key here.  As an advertiser you can only target certain media channels, it would be impossible to target all possible channels.  Therefore organic spread is a great measure of success.  Your campaign needs to spread from mailbox to mailbox if it is to progress.  Perhaps more importantly does the campaign spread from social network to social network?  Another great track is to see if your campaign gets bookmarked on social bookmarking sites such as Digg or Stumble.

Reach

Remember you need to track your campaign.  Remember review how many people have seen your campaign and are they in your target audience?  Reach is important and the more people that see your campaign the better.  However it would be better to sacrifice some numbers in order to maximise your reach within your target audience.

Summary

Whilst none of the points raised in this post are as complex as rocket science, they may seem obvious, many organisations forget these principals when placing their brands in social media.

They often believe just because they are established brands or are well known, they deserve their place in people’s everyday social networks.  If that was the case the job of the Internet Marketeer would be a very simple one.  However, social media has made the landscape more complex.  You must have a reason for being in social media and above all track what you are doing.

To enable this, you need to set out some clear objectives that can be measured.  In my opinion I would also suggest employing a reputation management specialise.  Somebody along the lines of Market Sentinel that could also analyse the benefits of all your activity on SEO and overall marketing efforts.


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What are your Top TV ads?

See the full blog post – My Top 5 TV Ads


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Meerkat PPC – Confused?

Compare the Meerkat PPC – Confused?

 

OK so I have referenced that I think Compare the meerkat has to be one of the top TV ads of the moment. 

Compare the Market are obviously bidding on their own campaign in Google, but hats off to Confused.com – they are also bidding on the terms.  As their ad copy also features the word meerkat, their ad is normally higher in the Google rankings.  Whilst we can’t be sure of the conversion off such terms or the ROI it is a good nudge to the team at Compare the Market.  Maybe its a little jealousy as Confused.com ads aren’t particularly inspiring.

Confused bidding on Compare the Meerkats

So the fact Confused.com is bidding on Compare the Meerkat, is amusing and slightly annoying to Comparethemarket.com and their Comparethemeerkat.com campaign.  However notice the top ranking on natural search – hardly inspiring, this is something that should have been spotted by either the creative agency or Compare the market.

Call me old fashioned but Copyright 2009 BISL Limited is not the most engaging opening to a search description I have ever heard.


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Top 5 TV Ads

 

This is a list of my Top 5 favourite recent or current TV ads.This won’t feature the usual high-budget productions from Nike, Guinness or Coca Cola that you are used to seeing. For me the ads on this list off something different. Create engagement, impact or break the mould in their sector. 

1. Cadburys Dairy Milk

The latest series of ads are both creative and show a brave move from the Cadburys Head of Advertising. Rather than concentrating on the chocolate or people enjoying the flavours, Cadburys have created a new stance. They have managed to mix music with humour and creativity and not once does if feel like the brand is being bastardised. Hats off to Cadburys and their agency on these. I could have picked any of the recent series, the Gorilla is probably best known, however due to currency and sheer weirdness I have selected the two kids with the 80s watch and eyebrows.

2. Compare The Market

This ad is a fine example of where creativity takes a lead over the brand police. Obviously the outcome of a creative think tank, the agency that came up with this concept probably couldn’t believe their luck when their client bit. The ad lends itself to some neat viral activity with a spin off website comparing Meerkats. It also very simply gets the message of Compare the market across. Its use of the web to extend the campaign further is a fabulous example of using all channels effectively. The Meerkat with his simples slogan, could also become a great icon. Visit Compare the Meerkat – its worth a look

3. PG Tips

The series of ads featuring Johnny Vegas and Monkey from ITV Digital is a genius idea from the outset. However the latest ad which shows the over complex method of making a cup of tea. Including the milking of the cow and Vegas dancing with Monkey to the Stripper by David Rose. It takes on some classic cartoon style moments as well as classic slapstick. There is no other tea to beat PG

 4. T-Mobile

The first time this was aired was as an exclusive to channel 4. With over 2 minutes of footage from a ‘flash mob’ in Liverpool Street train station, London – it took a while for the pay-off to show that it was an ad for T-Mobile. What T-Mobile created here was a talking point, a stand-still moment that is very rare in advertising. The slimmed down versions are no less entertaining. Whether this is more than a good one-off remains to be seen. The snippet showing a bar-code is hardly inspirational. However as a piece of creative with standout, this is up there.

5. Virgin Atlantic

The ad works on a number of levels. Maybe it is a generation thing. Maybe it’s the visual clues to the 80s, Wimpey and Our Price. Maybe it’s the distinctive Frankie sound-track. Maybe it’s the vivid colours used on the cabin crews uniform and the photogrpahy in the background. Whatever the reason. The ad works – it simply and effectively puts Virgin’s birthday message across (something I wasn’t even aware of before the ads)

Nearly made it: 

 

Nationwide Building Society OK, so I may be a little biased here (having had a hand in the development of these ads). However, Nationwide broke the mould in terms of advertising Financial Services products. Rather than solely concentrating on the product and the potentially good rate, they took a brave step of moving to a situational approach. It focussed on exactly what Nationwide isn’t by introducing the bungling Bank Manager, played by Mark Benton. This combination of good story, good one liners and a pay off, mean it is without doubt worthy of a place. Also, it was a contributory factor to the downfall of those annoying Halifax/Howard ads.

 Barclaycard  The ad with the slide is another fine example of standout within a sector. Finance is slowly moving away from the stayed boring ads. Visually it stands out with good filmography and great visual clues to every day life (Scanning card in supermarket). The music is unusual (Let your love flow by The Bellamy Brothers) offering standout. The addition of a few funny elements such as getting stuck on the slide and the towel line, means this deserves a mention.

Love to hear your views.  Do my choices resonate with you?  Or do they jar with every sense you use?