Rich Clark Marketing

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


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Blendtec – Will it Blend

Will it Blend?

Blendtec is not really unique. It isn’t a particularly inventive idea. It isn’t even particularly well produced (although that is the point).  So why am I featuring it?

The simple truth is that Blendtec founder, Tom Dickson, took one of the 5 F’s of Social Media and used it to bring to life, a quite frankly, dull subject, blenders.  While most manufacturers were trying to make the products either sound like a must-have or focussing on key features, Blendtec took the unprecedented step of trying to make the topic of blenders fun.

What is it?

Blendtec was created after Tom first tried to blend a box of matches.  The mess created, inspired Tom to kick-off his unusual marketing campaign, which has turned into a viral success.  Blendtec now has its own sites with regular videos being placed on the site.  Tom Dickson still stars and utilises his inane grin as he subjects the items to the blender.

The campaign took off from almost day one.  The fact that the episodes offered shock value was enough, but the fun factor hasn’t tired.  Each episode centres on an item that really shouldn’t be blended, lighters, cans of fizzy drink and even a 6ft garden rake.

Part of Will it Blend’s appeal however is the fact that Tom normally offers up a reason for things being blended.  A common request from fans of the show is to blend a crowbar.  In one episode which appeared to bow to viewer demand it appeared Tom was going to attempt to blend a crowbar.  Completely by chance, this was interupted by a mobile phone.  Tom’s response was to blend each and every phone of the crew.

He has also earned money by doing shows based around the superbowl, blending in relation to movie launches and a disc of GTA IV.  Perhaps the standout feature was when Tom blended his iPhone citing the reason that he needed to upgrade.  The shock value in one of the most in-demand products being destroyed in front of your eyes made this episode one of the most watched in the series.

Fun

For me this is a perfect example of a campaign that just works.  It strikes a chord with people as it demonstrates a rather dry subject and creates theatre, involving something that the general public wouldn’t consider.  The main underlying theme for me is that the deliberately cheesy set-up and low-cost production values make the whole thing, a lot of fun.  This is truly one of the most successful viral/social campaigns there has been.  Not purely because of the buzz created.  Not purely because of the sheer volumes of views it has received.  This campaign has delivered real commercial return.

It is rumoured this very low budget viral has delivered up to 500% sales growth.  Proving that impact campaigns can deliver real commercial benefit.

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Top Organic Search Terms – Helps with PPC development?

Fastest Growing Search Terms

So it doesn’t take a rocket scientist to work out that finding the top search terms can help your PPC.  You don’t have to be a Marketing guru to comprehend that allowing your PPC and SEO to work hand-in-hand enables you to create maximum efficiencies from you SEM.  But what else can this simple analysis provide?

Well the 2008 Search Reviews from the major players, gives us some fascinating yet simple views.

Search as Navigation

Of the Top 10 search terms in Google in 2008, only three could be described as non-navigational.  This could be the output of lazy typing or perhaps a result of Google toolbar being installed on more regular internet users.   Does Google’s feeling lucky help make it quicker than typing a full URL in the address bar?  Maybe it is a consequence of the new generation of surfers typing addresses in the toolbar and thinking it is the navigational tool.  (I know people that do that).

Aside from the obvious trend of people typing in simple websites that need little investigation, e.g. BBC – it also uncovers a growing influence of Social Media.

Has it evolved?

In 2006 there were different terms, however navigational searches still dominated, as did “Web 2.0” – a major sporting event also dominated with World Cup being in position 3.  Interestingly the word video was number 7.  No sign of YouTube at the time.

The Difference Between Engines

The Top 10 UK Searches on Google in 2008

facebook

1. Facebook

2. BBC

3. YouTube

4. eBay

5. Games

6. News

7. Hotmail

8. Bebo

9. Yahoo

10. Jobs

Compare this to Yahoo

britney-spears1

1. Britney Spears

2. Big Brother

3. X Factor

4. Oasis

5. High School Musical 3

6. US Election

7. Amy Winehouse

8. Heath Ledger

9. Kate Moss

10. Eastenders

The comparison would clearly indicate a difference in behaviour between the two main search engines in the UK.  Google Top 10 contains more navigational and generic searches (possibly related to toolbar), whilst Yahoo contains more celebrity based enquiries.  The queries also centre more around topics with potential scandal or gossip attached.

What does this mean?

Well whilst it could be argued that this comparison can be taken with a pinch of salt, there is an indication of searchers.  If I was responsible for a Finance brand, I would feel more alliance with the Google base.  If however, I was running PPC for a DVD or music retailer, I would push more towards maximising my presence on  Yahoo.  Whilst this is easy to push in pure black and white, one must remember that Google dominates the search market spectrum in the UK.  No matter what sector, who your audience is or what you are trying to say, unless you are very specific in your targets or operate in a niche, you must always use Google.

The findings in the comparison may however help you to adapt your ad copy to a certain degree.  Depending on your brand you may wish to adapt your tone of voice as well.

As a quick bonus tip, use a site called GrabAll, this tool allows you to see the search results of the major search engines side by side.  Not great for complex research or reviews, but very useful for quick snapshots.