Residual Media

French Kissing Your Mom and other Social Media Thoughts

hammer — Fri, 30 Sep 2011 02:03:39 +0000

I laugh. So many brands chasing the social media followers to claim a victory of size in a game measured by something else. People often say you should move out here – you get a lot more house for the money. I don’t want more house for the money – I want more neighborhood for the money. Similarly, having the largest group of followers is not the objective. The objective is to take care of your customers. One way is providing them connection points that suit their lifestyle. Another is treating them the way they deserve to be treated. If you walked into your high school reunion, would you treat your whole class the same way or would you seek out the people that mean more to you so you could engage in meaningful conversation with them? The idea that a brand would invest in building a large audience of followers and treat them all equally significantly misses the most basic laws of relationships – they are not all created equally. You might french kiss your girlfriend, but would you french kiss your mom????

Bad Rap for Turbo Tax?

hammer — Tue, 09 Oct 2007 04:16:53 +0000

Perhaps you noticed last year on YouTube the TurboTax rap. If you did not, you might want to visit http://turbotax.intuit.com/taxrap/ - and judge for yourself.

I applaud any company that is willing to take chances with their marketing. New ideas afterall, can be wildly successful. But success does not come from the “new” part of the equation. Any company can pursue new ideas, and many have.

TurboTax tried to have fun with a tired celebrity.

Playing The Same Tune

hammer — Tue, 09 Oct 2007 04:16:09 +0000

Interestingly, the GM Acadia and Taco Bell seem to be utilizing the same song (I Melt with You by Modern English) for commercials running at the same time. It seems odd that the song would work with such different products. I won’t assume it is fair to say Acadia is cheesy.

Special K – special idea

hammer — Fri, 10 Aug 2007 01:38:20 +0000

Special K spent a lot of money building a web site that may not have enough draw to bring people in. After talking to Yahoo, the company launched a national integrated campaign that utilized a variety of media and product boxes that drove people to Yahoo to search for Special K.

Search results at Yahoo featured the Special K logo with links to the Special K web site, a unique Special K landing page on Yahoo, and a custom group within Yahoo.

So?

Who wants to go to a group for cereal?

That’s what makes this campaign special. People may not want to talk about cereal, but almost everyone wants to talk about getting healthy. Special K launched the Get Healthy Now Group on Yahoo where people could find out how to lose 6 pounds in 2 weeks. The group and the campaign, I beleive, has been a huge success.

Spuds and residual media

hammer — Fri, 10 Aug 2007 01:29:22 +0000

One of the finest examples of acheiving a high return on investment with marketing dollars is the Spuds McKenzie campaign from Anheuser Busch. The 1987 marketing dog of the year was not without controversy. In addition to his fame and marketing success for Bud Light Beer, Spuds also racked up millions of dollars in merchandise sales. The pooch appeared on the David Lettermen and Joan Rivers shows and was Grand Marshal at Mardi Gras.

While marketing problems may have resulted – (think dogs, beer, kids), consider the fact that the canine moved millions of dollars worth of branded merchandise. People associated so strongly with the brand that they were willing to pay to promote it via shirts, hats, etc.

This is a great example of how media dollars can generate revenue of its own without degrading the brand.

Residual Media ~ An Overview

hammer — Fri, 20 Apr 2007 05:05:17 +0000

Consider the cost of thirty seconds of broadcast media during the Superbowl. Don’t factor in the cost of production, talent fees, agency fees, and all of the strategic groundwork that goes into creating a memorable spot that will be scruntinized for a month following the big game. Just the thirty seconds of air time this year was roughly $2.6 million. The movie Napoleon Dynamite was produced for $400 thousand.

Now take into account that the film did more than $44 million in domestic box office sales.

Yes, advertising works, but there are ways to make advertising expenditures with a financial gain that outpaces the marketing objectives; and yet neither of the results detract from the other.

What is Residual Media?

hammer — Fri, 20 Apr 2007 04:01:49 +0000

Imagine a media planner or marketing executive trying to account for income from advertising expenditures. Creating a revenue stream from what has traditionally been viewed as a business expense creates an entirely new way of looking at marketing; and it should.

It’s time for a shift in the way companies look at marketing expenses.

It’s time for Residual Media.