Effective accountable communication

Brands ‘wasting time and money’ on misguided digital strategies, study

2011-11-29T07:55:00.001-08:00

UK social media users are among the most resistant consumers in the world towards brands invading their personal space, according to a new study, which reflects how businesses are wasting time and money trying to reach people online who, in all likelihood, probably aren’t listening.

Data revealed by TNS Digital Life found that 61% of UK consumers do not want to engage with brands in their social networks, a figure that is slightly above average (57%) from other developed markets studied.

In stark contrast, fast-growing markets, mainly across Asia, South America and Africa, are much more open to brands online. About 60% of consumers there see social networks as a good place to learn about brands.

In Europe, however, the numbers seem bleak in comparison th TNS suggests that misguided digital strategies are generating ‘mountains of digital waste,’ from friendless Facebook accounts to blogs no one reads.

This is being combined with ever-increasing content produced by consumers – the study shows 47% of digital consumers now comment about brands online.

The result is huge volumes of noise, which is polluting the digital world and making it harder for brands to be heard – presenting a major challenge for businesses trying to enter into dialogue with consumers online.

The study also sheds some light on why people do engage with brands online. More often than not, motivations of online commentators can be self-serving. 61% of consumers are driven to engage with brands online by a promotion or special offer.

About 46% of consumers motivated to post comments on companies do so for the simple desire to impart advice, while more people like to praise than complain online (13% v 10%).

According to marketing consultant, Richard Hillgrove the problem for many brands is the message.

“People in the UK don’t want obvious messages. It’s the same way Britain has largely rejected product placement on television. We don’t like things ‘in our face’ – the Americans don’t seem to mind.”

TRUTH WILL OUT!

2011-11-26T08:33:00.001-08:00

Majority of Britons do not want to engage with brands via social media

Six out of ten Britons (61%) do not want to engage with brands through social media, leading to companies creating “mountains of digital waste”, according to a global study!

Above all else, Shopper's Voice will solve all your on-line and digital problems visit: http://interactivetelevisionorinteractivetv.blogspot.com

The Pepsi Follies

2011-11-04T06:24:00.000-07:00

An anonymous blog but worth repeating here!

For over three years we have been documenting the marketingfollies at PepsiCo.

OnJuly 29, 2009, we said...

"It seems like the brand babblers have taken overat Pepsi, and they are screwing it up royally....It will take a while(like it does in all big organizations) for someone with a brain torealize what's been going on. "

Pepsi has been the world's leader in advocating and implementingnew-age marketing nonsense, and is now paying the price for itsfoolish belief in the three-headed marketing monsters: "branding,""engagement," and "conversation."(Here's a tip for anyone left alive in the Pespi marketingdepartment. There is one thing, and one thing only, thatadvertising is about -- persuasion. All the rest is word gamesand chit chat. Got it?)

Last week it was reported that afteryears of fighting Coke for first place in the soft drinkcategory, Pepsi-Cola had fallen to third place.

TheL.A. Times called it...

"...a stunning fall from grace."

According the The Wall Street Journal...

Pepsi-Cola and Diet Pepsi saw their U.S. sales volumesin 2010 fall sharply, by 4.8% and 5.2%, respectively...

The U.S. soft drink market is about 74 billion dollars. If mymaths are correct, a 5% drop in Pepsi's US market share (which isabout 10%) cost them well over $350 million on the Pepsi-Cola brandalone.

While Coke has been wisely sponsoring American Idolfor years (yeah, on that useless old dinosaur, the television)Pepsi has been suffering from the marketing version of AttentionDeficit Disorder exemplified by chasing dubious social media rainbowsand comical "re-branding" exercises.

In Monday'spost about the Pepsi Refresh Project (called SocialMedia's Massive Failure) I included this quote:

"We took the divergent path," explainedFrank Cooper, chief consumer engagement officer for Pepsi. "Wewanted to explore how a brand could be integrated into the digitalspace."

The alarming aspect of the above quote is not the vapidity of theclichés, it's the fact that Pepsi has someone called a "chiefconsumer engagement officer." You have to be seriously confusedto pay someone to run around your building with a title likethat.

The most unsettling part of this episode is that Pepsihas been fawned over as "forward thinking" among the brandbabblers and social media hustlers who have seized control of themarketing world. When Pepsi launched its Pepsi Refresh social mediaproject last year, Time magazine had this to say:

To Pepsi, and to companies around the world, the dayswhen mass-market media is the sole vehicle to reach an audience areofficially over.

These days, viral marketing seems like a smartstrategy. "This is exactly where Pepsi needs to be," saysSophie Ann Terrisse, founder and CEO of STC Associates, abrand-consulting firm. "These days, brands need to become amovement..."

To set an example of maturity andrestraint, I am not going to make any "movement" jokes.

Shopper's Voice is the only way to achieve multi media interactive success, contact Paul Ashby on (0044) 01934 620047 or visit http://interactivetelevisionorinteractivetv.blogspot.com or email: paulashby40@yahoo.com

Pepsi Proves You Can Give Away Money

2011-11-04T06:12:00.000-07:00

An anonymous blog however worth repeating here

Iknow I'm like totally old school and out of it and a big olddinosaur, but I thought marketing was supposed to be about sellingstuff. Silly me.

So wasn't I all red-in-the-face and feelinglike a dork when I read aninterview in BrandWeek with Pepsi's marketingdirector. The interview was about their much ballyhooed "RefreshProject" -- which, in my churlish opinion is a big cynicalgimmick to get some marketing leverage by giving away 20 milliondollars to people with nice ideas.

Now, before you go callingme an ogre, I am all in favour of giving money to help people andcommunities. I even do a fair bit of it myself.

The differencebetween Pepsi and me, however, is that I don't go around beating mychest about it. I do it because I think it's the right thing todo.

...Call me cynical, but to me altruism loses its lustrewhen it seeks bouquets.

Pepsi is brazenly using their"Refresh" project for the purpose of buying their way intosocial media stardom and "creating buzz on social networks."Double yuk...

The thing that interested me mostabout the interview was that it focused on the marketingeffectiveness of the campaign without once mentioning the word"sales."

"Thesuccess has been overwhelming. We have more than doubled our Facebookfans since we started the campaign. We have more than 24,000 Twitterfans"

Now here's the thing. If you're going to give away 20million dollars to help people and communities, then god blessyou...

On the other hand, if you're doing it to promote sales,then don't pretend you're Mother Teresa.

And if you're justdoing it to attract Facebook friends and Twitterfollowers, then you're seriously demented.

This isprobably the most expensive social media effort ever. I'm verycurious to know what effect it will have on sales. So far all it'sproven to me is that if you want to give away money, you can.

Yeah, the success was "overwhelming." I wonder whatuniverse she is living in? I wonder how many Facebook fans it takesto cover a loss of 350 million dollars?

It was just a fewmonths ago that the Pepsi marketing team was takingself-congratulatory victory laps at digital marketing whack-a-thons.Having once worked on the Pepsi business, I would like to give thesepeople a little advice: Stay as far away as you possibly can from thenext bottlers'

Do visit Shopper's Voice and solve all your marketing communications in one fell swoop. Contact: Paul Ashby on (0044) 01934 620047, visit http://interactivetelevisionorinteractivetv.blogspot.com or email Paul on paulashby40@yahoo.com

The largest advertiser in the world for the past fifty years

2011-11-03T11:09:00.000-07:00

has watched its market share declinesteadily for the past thirty years. (General Motors)

* One advertiser with a rock steadylevel of sales spent $50 million a year for five years to increasesales. Sales rose the first year but fell back to pre-advertisinglevels by the third year. (Raisin Advisory Board)

* One advertiser faced with steadilydeclining sales spent $50 million a year for 15 years and continuesto spend while sales continue to decline in a straight line. (MilkAdvisory Board)

* One corporation that neveradvertises, doesn't permit advertising in its retail space, has grownin 6 six years from nothing to the largest seller in its field andhas three times the stock market value of General Motors. (Google)

On the subject of the success of Googleit is important to note the difference between advertising andlisting.

* Advertising describes a messageplaced in front of many people most of whom have no interest in themessage.

* A listing is a message placed infront of people who are looking for information related to that message. Google is pure listing, and it works.

But Shopper's Voice consistently lifts sales and all key elements of the marketing program. Contact Paul Ashby @ paulashby40@yahoo.com. Visit htt://interactivetelevisionorinteractivetv.blogspot.com or call (0044) 01934 620047

The internet has changed the way the world does business.

2011-11-03T08:00:00.000-07:00

Let’s face it. The Yellow Pages are nearly dead. Newspaper readership is at the lowest level ever. Radio is being edged out by MP3’s and satellite radio services. Television is fragmented, making it nearly impossible to reach your target market effectively and affordable. More people spend time using the internet, especially social media vehicles than all of the other media vehicles…combined!

More than 30 Million businesses in the US alone that are using social media to market and grow their business. In 2011, more than $2.5 BILLION will be spent in social media advertising alone.

If you’re like most small and mid-sized businesses, you are at a disadvantage because:

1. You don’t understand how social media marketing works.

2. You don’t know how to make social media work for your business.

3. You don’t have the time or the staff to manage your social media marketing

The Effective Accountable Communication Company has the experience and the diverse range of service offerings to successfully serve local companies of all sizes via social media marketing, online content development and public relations. This combination of valuable services is helping companies to generate more attention and new business through social media. As social media managers, we help people promote themselves and their business through social media vehicles like LinkedIn, Facebook and Twitter. The results are immediate and always measurable. most small and mid-sized businesses cannot afford to add a new employee to manage social media marketing. Outsource your social media marketing to Effective Accountable Communication Company for a fraction of the cost of a traditional employee. We’ll create and manage your social media marketing, which will increase your web site traffic, generating recognition and potential new business. Social Media Management packages are available from £100 to £2,500 per month. http://shoppers-voice.co.uk or call Paul Ashby on (0044)01934620047.
Visit http://interactivetelevisionorinteractivetv.blogspot.com

Social Media Management

2011-11-03T06:46:00.001-07:00

The internet has changed the way the world does business. Let’s face it. The Yellow Pages are nearly dead. Newspaper readership is at the lowest level ever. Radio is being edged out by MP3’s and satellite radio services. Television is fragmented, making it nearly impossible to reach your target market effectively and affordably. More people spend time using the internet, especially social media vehicles than all of the other media vehicles…combined!

More than 30 Million businesses in the US alone that are using social media to market and grow their business. In 2011, more than $2.5 BILLION will be spent in social media advertising alone.

If you’re like most small and mid-sized businesses, you are at a disadvantage because:

1. You don’t understand how social media marketing works.

2. You don’t know how to make social media work for your business.

3. You don’t have the time or the staff to manage your social media marketing

most small and mid-sized businesses cannot afford to add a new employee to manage social media marketing. Outsource your social media marketing to Effective Accountable Communication Company for a fraction of the cost of a traditional employee. We’ll create and manage your social media marketing, which will increase your web site traffic, generating recognition and potential new business. Social Media Management packages are available from £100 to £2,500 per month. http://shoppers-voice.co.uk

Businesses are failing to listen to customers

2011-11-03T04:57:00.001-07:00

Brands may be aware of the need for customer engagement, but research seen exclusively by Shopper's Voice reveals too few have taken steps to actively promote it.

Businesses are failing to listen to customers and act on their feedback, according to a study seen exclusively by Marketing Week. In a survey of 130 companies across 11 sectors, the research from Targetbase Claydon Heeley (TBCH) finds that 47% have no formal customer engagement strategy, compared with 44% last year.
TBCH chief executive Steve Grout says this is because too few companies take a holistic approach to collecting and responding to comments from the public. “Many brands do not actually have someone with a total overview of the customer.”

Several common barriers prevent companies

2011-11-03T04:51:00.000-07:00

keeping open channels ofcommunication and using them to good effect. The most frequentlycited are inefficient systems and processes, named by 47% ofcompanies, workload pressure (38%) and budget (35%).

Lastyear, 60% of businesses cited budget as a reason for lacking anengagement strategy. Only 11% of companies now name it as the mainbarrier, putting it fourth in this year’s study.
Email is the second most commonly used communication channel forthe purpose of customer engagement, with two-thirds of companiesciting it. From some of the research we have seen in the past, peopledo not see that as a good way for a brand to engage them.”
Communication channels
Top of the list ofcommonly used communication channels for the purpose of customerengagement are websites, used by 75% of brands, while PR andadvertising are joint third, with 57% of respondents claiming thatthey use these methods.
The high placing of these last two channels might suggest thatmarketers are failing to link their engagement strategies with thekey elements of listening to and acting on customer comments since PRand advertising are more likely to be methods which push out messagesto people rather than ones that encourage feedback.
Many companies perhaps still take this one-way ’broadcast’approach to their customer communications. Brands often findthemselves overwhelmed by the volume of comments and find itdifficult to respond to each directly. In many cases, there is almosttoo much information, and brands and companies find it difficult toreact to it.”
It is unsurprising, therefore, that companies that use socialmedia to engage with customers prioritise monitoring comments andmaking company announcements ahead of creating a dialogue.
Using Shopper's Voice allows you to keep open channels ofcommunication and using them to good effect. Thus ensuring thatthere is regular and constant involvement with your on-line andoff-line marketing programmes.
Contact paulashby40@yahoo.comor call (0044) 01934 620047 or visitinteractivetelevisionorinteractivetv.blogspot.com

Online advertising is ineffective,

2011-10-24T03:57:00.000-07:00

the advertising value associated with one hour ofan Internet user’s time is less than $.10 and one third of that goes to Google.This number is low even compared to the challenged performance of televisionwhich comes to $.25 and print which is $1.00. It gets worse. A currentsolution, to impose a 15 or 30 second ad in the form of a video segment, isdesigned to engender frustration and even hatred, worse than pop up ads. Theonline audience, as opposed to TV couch potatoes, is in control and resents losingthat position.

One reason for ineffective advertising is apreoccupation with reach and attention with little consideration withintensity. To get the audience to have an interest in a relationship withadvertisers that engenders an incentive to share. Reach by itself can be oflittle value.

Advertisers tend to do whatever is neededin order to gain attention instead of an indirect approach that may requiremore effort, ingenuity, trust, and patience. Compare this attitude to a personwanting a relationship, yet becoming so clingy and persistent they seem like astalker. Similarly, when a creative solution is needed it may be best not torush to a brainstorming session unless it is preceded by gathering the rightinformation and people. The slower indirect path is often the best choice. Thatis also true for online advertising.

And the best indirect path available it proven, it's called Shopper's Voice. Contact Paul Ashby on (0044)01934 620047 or paulashby40@yahoo.com

Why on earth don’t we ever take heed of

2011-10-19T04:06:00.000-07:00

Professor Ehrenberg’s statements on advertising effectiveness? Because nothing has changed despite all the ballyhoo about Social Media, Facebook et al. Wherever ads appear, especially on Social Media, Ehrenberg’s resolute focus on the facts –
what data actually tells us – led him to challenge many a marketing
bandwagon such as ‘loyalty’. You may wish to improve the brand’s performance by
‘improving customer retention’, he observed, but without a higher market
penetration it just won’t happen. His work on advertising effectiveness was
equally challenging. He argued convincingly that there was no evidence that advertising
persuades anybody to do anything; advertising can only ever be a ‘weak’ force that
improves brand recognition and/or jogs consumers’ memories. Ehrenberg’s uncompromising insistence on staying only with the facts is probably why his work was so studiously ignored
by so many sections of the marketing community. Marketing gurus like Fred
Reichheld told people what they wanted to hear (even though it was poppycock)
and became very popular. Andrew Ehrenberg told people the truth, and more often
than not it was a truth marketers didn’t want to hear. So he never got the
recognition he deserved. Many goals set in marketing are unrealistic. They are therefore doomed to failure from the start.
Such romantic marketing dreams include sustained growth, brand differentiation, persuasive advertising, profit maximisation, and knowledge management. When marketers fail to reach any of these unreachable goals, it gives marketing a bad name.He then goes on to show why and how marketers’ dreams of sustained growth, brand differentiation, persuasive advertising, profit maximisation and so on are, as he said, ‘unrealistic’.

Use Shopper's Voice and become totally effective in all measurements. Contact: Paul Ashby on (44) 01934 620047 or on paulashby40@yahoo.com also visit http://interactivetelevisionofinteractivetv.blogspot.com

Many marketing people remain a social media sceptic.

2011-10-19T03:40:00.000-07:00

Although Facebook is an important andincredibly useful tool for many brands, its impact has been wildly overstatedon three fronts.

First, the belief that social media somehowchanges or even revolutionises the business of marketing communications.Second, the widespread promotion of social media as a relevant tool for allbrands, in all situations. Third, the wild defence of social media by acolytesof the discipline who reject any and all criticism of it as the actions ofout-of-touch dinosaurs rather than objective marketers keen to assess valuethrough critical thinking.

As more and more brands pump ever greaterproportions of their marketing budgets into social media, there has emerged adesire to prove that these investments are worthwhile.

Initially, therefore, there was a concertedattempt to show that driving the numbers of consumers that liked you onFacebook conferred immediate and inarguable financial advantages. In 2010,social measurement firm Syncapse put the revenue potential of each Facebook fanat an impressive (and highly unlikely) $138.38. More recently ChompOn assessedthe value of each ’like’ as $8 per head, while Vitrue, another online firm,estimated their value at $3.60.

However, there was always a sense that thesesimplistic and rather arbitrary estimates were doing more harm than good.Indeed, more than one senior marketer has sat in stony silence at the end of asocial media presentation unsure of whether what they have just seen is good,bad or something in between.

Use Shopper's Voice and immediately become: 1.Totally Accountable. 2. Increase sales. 3. Involving. 4. Interactive

Contact: Paul Ashby on (44) 01934 620047 or paulashby40@yahoo.com or http://interactivetelevisionorinteractivetv.blogspot.com

2011-10-17T04:53:00.000-07:00

Is influencing consumer decisions a core goal of marketing? Your kneejerk reaction may be “Of course it is!” But before you get carried away, consider this: probably the most common, greatest
consumer need of all is the need to make better decisions. Indeed, in one
important sense better decisions are more valuable than better products,
because it’s the better decision that leads you to the better product in the
first place.

Achieve all with Shopper's Voice the totally accountable interactive marketing communication package.

Contact: Paul Ashby (44) 01934 620047 : paulgigashby@hotmail.co.uk

2011-10-17T04:12:00.000-07:00

In a world of push, you don’t have to worry about what the customer wants from ‘the engagement’ because you are simply shoving stuff at them: ‘impressions’ on ‘eyeballs’.In a world of genuine engagement, the customer’s ROI on the engagement is the critical metric – because “if I don’t get the returns I want from this engagement I won’t bother investing my time, attention and energy”.We’re just at the foothills of understanding, however use Shopper's Voice for pure engagement and substantially improved marketing communications.

"There are no blue skies ahead for anyone

2011-10-14T09:19:00.000-07:00

who resists change and focuses all of their efforts on protecting the status quo!

And the best form of change:

Contact: Paul Ashby (44) 01934 620047 or paulashby40@yahoo.com http://shoppers-voice.co.uk

It's strange.

2011-10-11T08:05:00.000-07:00

With all the innovations that have occurred over the years, very few brands have anything to advertise, except the merits of individual models or products. In today's overcommunicated society, this "model" strategy is wasteful and ineffective.

And so it goes. As a brand expands into different varieties and different categories, the brand itself loses its ability to stand for anything specific. And if a brand cannot stand for something specific, it cannot be advertised in an effective way. Excet that is, through Shopper's Voice!
Contact: paulashby40@yahoo.com or

Engagement is the crown jewel

2011-10-11T07:52:00.000-07:00

Engagement is the crown jewel of a community marketer. It's always talked about and drives the relevance and power of the platform. Shopper's Voice reviewed public engagement data for 300 of the top brands on Facebook over a one-year period starting in July 2010. The results show a clear decline in average engagement.

Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk"

2011-10-11T07:16:00.000-07:00

Communicating in a Single Comprehensive Voice

http://shoppers-voice.co.uk

Listening is the most important part of the communications process.

2011-10-09T08:56:00.000-07:00

And so we have developed the most powerful communications programme in the world.

Shopper's Voice has produced spectacular results! (see previous blog)

On-line Shopper's Voice as well as print & TV has consistently out produced all other forms of marketing in all key measurements.

Contact: paulashby40@yahoo.com or 01934 - 620047 or

What do people say of the technique

2011-10-09T08:08:00.000-07:00

Ed Newton

Director

Prospect Consulting.

Shoppers Voice' business philosophy is predicated upon total accountability. As a result, the company has invested over £5 million in independent research in Australia, United Kingdom, U.S.A. Japan, Singapore, New Zealand and The Philippines.

These market research studies have been conducted to measure and document the impact of Shoppers Voice totally interactive technique and measurements are always made on the incremental sales generated by each interactive ‘Event’ for every participating brand. The results are presented to each client as a post evaluation.

I have been retained to conduct effectiveness research on many of their programmes and,
as a result of the strength of the interactive communication concept, have established that just one exposure to the programme produces results in all key measurements and on a £spent is superior to that of conventional advertising,

Professor E.L. Roberto, PhD,
Coca-Cola Foundation Professor of International Marketing reviewed the £5 million of independent research conducted on behalf of Shoppers' Voice and provided this summary as to the techniques cost efficiency:
“The S.V participating advertisements generated recall scores that are more than 50% productive than normal advertising. The effect on purchase intention is just as impressive if not much more. One S.V Client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its S.V. budget of $0.5 million. This 1:10 ratio has been obtained in S.V. experience in other countries.”

Contact: paulashby40@yahoo.com (01934 620047) or http://shoppers-voice.co.uk

And as consumers become desensitized

2011-10-09T07:59:00.000-07:00

And as consumers become desensitized to the mobile platform over time, mobile ad effectiveness may go the way of online ad effectiveness. Online ads as a whole only boost brand awareness, purchase intent or message association in the low single-digits, according to Dynamic Logic survey results from more than 3 million respondents about 2,400 online ad over three years.

However Shopper's Voice, On-line;In Print and On TV consistently outperforms all other forms of advertising in total effectiveness.
Contact: paulashby40@yahpp.com or http://shoppers-voice.co.uk

Social media tends to reject commercialization

2011-10-08T09:56:00.000-07:00

Social media tends to reject commercialization and has altered the way marketing
thinks about promotion. The new focus is conversations and engagements, which makes
“evangelism” a more appropriate term. Consider, for lack of a better term, the unprecedented intimacy involved when a customer or prospect becomes a fan of an organization on Shopper's Voice. That fan is inviting the organization to participate in their daily lives by way of Shopper's Voice News Feed, and won’t tolerate a steady stream of marketing hype. Shopper's Voice background in working with objective, often cynical news and editorial contacts has left Shopper's Voice well positioned to take the leading role as evangelists.
For more information on Shopper's Voice contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

Integrated marketing and communications

2011-10-08T09:47:00.000-07:00

Integrated marketing and communications is achieved through Shopper's Voice – and has been for several decades, and though it’s still seemingly idealistic, we have never before been closer to achieving this goal on a wider scale than ever before. A confluence of measures and changes in the industry – from a changing media landscape to social media and PR's more central role in marketing, to the rise of reputation management – the perfect storm of events has set the conditions to realize this objective.
With Shopper's Voice a the center!
Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

We must break free from the delusion...

2011-10-08T05:17:00.000-07:00

that the web is revolutionizing our lives
If people don’t trust advertising now they’ll trust it even less on the Web. Privacy campaigners fear the power of Google and the on line ad company Phorm to gather and exploit personal information. They invade your computer, monitor your web browsing and buying, and check where you are and then bombard you with targeted hard sells. All the while you are on the Web Google, the biggest brand on the planet, will be watching everything you do, knowing where you live, logging your preferences and tracking your movements so that it can target its ads at you and only you.
The Internet is just a means of communication, like television, radio or newspapers.
The key feature of web.2.0 that is currently driving change is its intense focus on the individual.
But the 21st century is in danger of being the first era in history to value mass, mediocrity and water-cooler chitchat over individual geniuses, expertise, courage and leadership.
Except, that is.if you use Shopper's Voice.
Contact: paulashby40@yahoo.com or: http://shoppers-voice.co.uk

Marketing is not taken as seriously

2011-10-07T05:51:00.000-07:00

Marketing is not taken as seriously by our colleagues and the public as we would like, but we have only ourselves to blame. We tend to set goals that cannot be fulfilled, such as sustained growth, brand differentiation, persuasive advertising, added values, maximising profits or shareholder value, and instant new knowledge based on just a single isolated set of data.

When romantic goals fail to materialise, marketing gets blamed. To combat this, we need to set and work toward more realistic goals so that marketing can be appreciated for what it can and cannot do.
Shopper's Voice allows marketing to be appreciated for what it can, and does, do!
Contact: paulashby40@yahoo.com or: http://shoppers-voice.co.uk

Shopper's Voice creates reasons to buy your brand!

2011-10-07T05:44:00.000-07:00

For most marketers it goes without saying that your brand needs to differentiate to be bought. But this is romantic make-believe. What “reason” does anyone have for choosing Pepsi over Coke or American Airlines over United Airlines?

Markets continue to show that competitive brands are mostly very similar. Any difference between brands that is important to sales gets copied very quickly. The advantages of being an early mover are not guaranteed. Competition will also learn from the innovator’s mistakes, and try harder anyway.

Minor differences between brands are generally not deemed important enough to be described on the packaging, mentioned in the advertisements, or copied by the competition. So consumers are left to choose between what seem like largely substitutable, similar offerings
Use Shopper's Voice and save money at the same time be substantially more effective!
Contact: paulashby40@yahoo.com or: http://shoppers-voice.co.uk

Customers do indeed want deeper engagement

2011-10-07T05:33:00.000-07:00

with the brands and products they care about. At the same time, companies that embraced a culture and philosophy of co-creation are realizing that open collaboration is instrumental in keeping a competitive edge.
Shopper's Voice is all about co-creation and open collaboration.
Contact: paulashby40@yahoo.com or: http://shoppers-voice.co.uk

The Benefits of using Shopper's Voice

2011-10-06T08:03:00.000-07:00

Companies benefit from customer insights which in turn delivers customers benefit through product satisfaction. This in turn increases sales while saving customers time and increasing their productivity. Of course, co-creation promotes loyalty and builds pride and a sense of recognition, which equally lowers customer service costs while building a strong community of customers and advocates.
You get all of this and more with Shopper's Voice
Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

The Future of Business is not Created, It’s Co-Created

2011-10-06T07:48:00.000-07:00

Customer influence is growing and when they’re not focusing attention on one another, they’re focusing activity toward the things that move them. As we know, brands and organizations are the recipients of sentiment, both good and bad. It’s what we do with the feedback and insights that define the brand in the future. In addition to brand, competitive advantages will lean toward businesses that embrace customer engagement to shape and steer experiences and innovate future products, services and uses.

Shopper's Voice has established that customers do indeed want deeper engagement with the brands and products they care about. At the same time, companies that embraced a culture and philosophy of co-creation are realizing that open collaboration is instrumental in keeping a competitive edge. At that's Shopper's Voice!
Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

SHOPPER'S VOICE

2011-10-06T07:42:00.000-07:00

How businesses embrace this opportunity says everything about how they view customers and the relationships they’re shaping as a result. Equally, how businesses measure success in this new frontier also says everything about how they value customer relationships. Hearing it this way makes the measurement of Likes, followers, views or +1′s seem trivial. And, thinking about customer value and how to deliver it where attention is focused makes us rethink website traffic as a KPI. Instead, businesses must embrace a new perspective, one that takes the lessons rife within social media to build a more meaningful engagement strategy for building customer relationships and growing new opportunities.
Now you can do all this at http://shoppers-voice.co.uk

Contact: paulashby40@yahoo.com

Suddenly, it's no longer about the "campaign."

2011-10-05T11:24:00.000-07:00

Suddenly, it's no longer about the "campaign." Rather, it's about understanding the social influence of your own loyal consumers. What are these people interested in, what are they actually buying, and how can they be turned into a word-of-mouth marketing powerhouse? Advertisers have always known that an endorsement from a trusted source is the most powerful marketer. Just now they are coming to understand that they can decipher, court, and empower their "socially-influential" customers to do just that—a much more rewarding enterprise than simply trying to move a widget.
Cut through the clutter use Shopper's Voice and solve all your Social Media needs.
Contact: paulashby40@yahoo.com or contact: http://shoppers-voice.co.uk

From now on

2011-10-05T11:19:00.000-07:00

From now on, brands must start with a marketing lynchpin of "who" versus the "what." By examining your business through a social filter, you'll not only cultivate social awareness, you will bring the inherent power of your brand graph into fruition; the ability to sell more during the holidays and to cast an even wider net for future sales.

Cut through the clutter use Shopper's Voice and solve all your Social Media problems!

Contact: paulashby40@yahoo.com or: http://shoppers-voice.co.uk

Banner ads fail

2011-10-05T07:36:00.000-07:00

Part of the challenge is that a thoughtful brand insertion into a highly personalized conversation on a social network runs into a scaling problem. Banner ads, by contrast, scale very easily, but they are proving to be thoroughly ineffective, Research figures estimate the clickthrough rate on banner ads placed on social networks at about 0.04 percent.

The new, two-way medium that the social networks have become demands a new approach to advertising.
You can't just put up a big banner that says Click me. Banner ads fail because social network users are accustomed to seeing them, and ignoring them has become a reflex.
Use Shopper's Voice and solve all your Social Media problems.
Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

Social media is killing Internet advertising

2011-10-05T07:25:00.000-07:00

One of the great questions facing today's advertisers is how to reach consumers in a media environment where control of the content is not in the hands of a consolidated publisher, but distributed among the millions of individuals who collectively make up powerful online communities.
Social media is killing Internet advertising,the problem is, a few years ago, people started to become more interested in each other and less interested in the ads."

For most people working in the online advertising world, the question of whether social networks are a passing fad has perhaps been answered with the burgeoning popularity of communities such as Facebook and MySpace.

While the sites are here to stay, even the companies who have done the very best at turning Internet ads into cash machines have struggled when it comes to reaching their highly engaged users.
Use Shopper's Voice and solve all your Social Media Problems in one go.
Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

Tip for local business owners:

2011-10-05T06:57:00.000-07:00

Improve your online prominence by ensuring that your business is listed on all key local search engines (e.g. Google Places) and the leading online business directories (e.g. Yelp & Superpages).
You can check if your business is already listed on these directories by using a tool like Local SEO Check-Up (by BrightLocal) or www.AmIVisible.org.

Above all else, to cut through all the clutter simply use http://shoppers-voice.co.uk
Improve your online prominence with Shopper's Voice
Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

SHOPPER'S VOICE

2011-10-05T04:51:00.000-07:00

is about providing value in the life of the consumer: entertainment value, social value and belief value, actually letting the audience share ownership of your brand

Visit: http://shoppers-voice.co.uk

The Internet is just a means of communication,

2011-10-05T04:42:00.000-07:00

The Internet is just a means of communication, like television, radio or newspapers.
The key feature of web.2.0 that is currently driving change is its intense focus on the individual.
But the 21st century is in danger of being the first era in history to value mass, mediocrity and water-cooler chitchat over individual geniuses, expertise, courage and leadership.

Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

The Social Advertising Media website

2011-10-05T04:23:00.000-07:00

The Social Advertising Media Web site (SAM) called Shoppers' Voice. is the perfect answer to the ever-increasing question as to how to advertise on the Web
Titled “Shoppers Voice” it makes an interactive “Event” as Social Media, with multiple brands providing entertainment through “Games” plus original web content. Key to the whole Web site is the fact that the whole ethos of Shoppers’ Voice is totally within the customers point of view, allowing them to be totally open in their opinions of products & services.
Providing you..... with an "integrated communication" approach that ties all aspects of your Marketing Communication including advertising, sales promotion, Public Relations & Direct Marketing, in a unified and comprehensive fashion as opposed to functioning in isolation!

Over 79% of web users expect something of value in return for taking notice of advertisements, whether that 'something' is pure entertainment, a relevant message or access to learning something new. The Social Advertising Media Website “Shoppers’ Voice” provides all the “rewards” expected through a high degree of involvement and learning and game playing.

Therefore, to encourage participation and interaction with the brands, Shopper’s Voice will feature games, whereby through this online experience, participants can win prizes just for becoming involved. In addition there will be opportunities for the brands to download offers such as money off coupons or other promotional incentives that fit in with the brand strategy.

The Social Advertising Media Website , “Shoppers’ Voice”, creates a dialogues between your brand’s advertising and the customer, cuts through clutter, creates active, meaningful advertising and actually alters behaviour during the learning process.
Shoppers’ Voice is about providing value in the life of the consumer: entertainment value, social value and belief value, actually letting the audience share ownership of your brand.

Shoppers’ Voice brands will develop a personality and be a brand that people want to be ‘friends’ with. The guiding principle of Shoppers’ Voice will be to offer things that are not available elsewhere, things that give social kudos or bragging rights. Brands are part of the fabric of people's lives and ultimately most are happy to be identified as friends of a brand.

Shopper's Voice is relevant in the current market because consumers are overwhelmed with the constant flow of information they receive on a daily basis(Commercial clutter). So businesses need to convince them of the relevance of their messages in order to gain their attention. This means that online marketers need to think hard how to better target and engage with their time-poor audiences.

Shoppers’ Voice cuts through the clutter by altering the customers’ perception to the presentation and content of brand advertising by seeking their advice, preferences, involvement, improvements etc.As the Shoppers’ Voice(S.A.M) site develops many more database points can be added according to the customer’s individual requests.

Participants will be left with a memorable brand experience and advertisers will have a better picture of how their consumers behave with their product through a vast amount of feedback and analysis.

SHOPPERS' VOICE - SOME DAY ALL ADVERTISING WILL BE LIKE THIS!

Contact: paulashby40@yahoo.com or http://shoppers-voice.co.uk

The romantic view is that advertising is powerful

2011-10-04T07:48:00.000-07:00

It is supposed to persuade people to change what they feel, think or do. Otherwise why would companies spend millions on it?

Yet in practice this isn’t the case. Literature sports no evidence on many lasting, persuasive effects of advertising – at least not enough to justify a global spend of billions. Although people see or hear hundreds or thousands of ads a day, mostly they do nothing in response, so sales and images seldom change. Why else the incessant chest-beating about advertising’s lack of accountability?

Competent brand advertising generally does not fail, but people’s exotic expectations of its outcome do. Advertising lacks consistently dynamic effects, once again because of competition.
Only Shopper's Voice consistently persuades people to change what they feel and buy!
Contact paulashby40@yahoo.com http://shoppers-voice.co.uk

Companies that create

2011-10-04T01:30:00.000-07:00

Companies that create the most shareholder value will be ones that put the consumer in the center and build their products, services and marketing plans for them. Companies that fail to power up their connections and tap into those connections in a meaningful way will fail to grow.

And with http://shoppers-voice.co.uk you create the most shareholder value ever!

people want to do their own weird,

2011-10-03T05:14:00.000-07:00

people want to do their own weird, idiosyncratic things (that are not advertiser-friendly or family-friendly) on social-networking sites. They're generally not looking to shop or bond with brands or otherwise serve as sponges for marketing messages.

Shopper's Voice is the most advertising friendly SAM (Social Advertising Media)

Contact: paul@shoppers-voice.co.uk or at http://shoppers-voice.co.uk

The truth about social-media sites

2011-10-03T05:05:00.000-07:00

The truth about social-media sites is that they've never been particularly great environments for advertising. People immerse themselves in social media because they want to socialize.

Visit

contact paulashby40@yahoo.com or paul@shoppers-voice.co,uk

Only Shoppers' Voice can save your Brands!

2010-07-07T00:17:00.000-07:00

Preferences for private label products have remained consistent across the globe in the past year.

Over 60% of Americans have more regularly opted for own-label goods in the last 12 months, with Japanese customers on 49% and Europeans on 45%.

As consumers everywhere have discovered that switching offers substantial cost benefits,Shoppers' Voice predicts store brands will prevail at the expense of premium alternatives – for the short term at least.

Contact: paul.ashby@yahoo.com

This Marketing Crisis is an Opportunity to Call...

2010-06-14T09:20:00.000-07:00

...Advertising to Account!

This Marketing Crisis is an Opportunity to Call Advertising to Account

By Paul Ashby

Are we at all surprised that
the current advertising crisis has come this far? Let's be honest: the warning voices have been around for a long time, the fact that these warnings were consistently ignored has now brought about the near collapse of the system.

We live in a schizophrenic world and we will be held accountable for our sins. The reasons why the writing on the wall was ignored has to do with the denying of inconvenient truths and also because nobody

Reinventing your marketing!

2010-06-11T10:33:00.000-07:00

O.K. So where do we go from here?

One-way, top-down communication does not work as well as in former days. Today, companies must create conversations with customers and deliver useful content at the moment their prospects, clients or constituents need it. Many firms will need to reinvent their marketing in 2010.

Marketers can’t push products on people. They have to think like journalists and create a dialogue with their audience to earn a prospect’s trust. Free or low-cost applications such as blogs and podcasts, in addition to social networking tools such as Twitter, Facebook and LinkedIn, have changed the old rules.

In addition, free social networking applications can be used for managing your company’s reputation, conducting market research, monitoring your competitors’ efforts and collaborating with your colleagues.

Twitter can also serve as a platform for your company’s customer service.

Ideal clients can now be reached with targeted messages that cost a fraction of the old expensive advertising campaigns. In addition, social media marketing and PR efforts often allow instant feedback and measurable results, so businesses can immediately see which marketing strategies are working for them and which ones are not.

Online marketing these days is not about flashy websites. More than ever, companies need to provide useful information to help customers make their purchasing decisions. Websites cannot be stale – content needs to be fresh and reactions of the visitors should be measured and analysed, so that the content can be continuously improved.

Since when was running with the herd good for a company's performance? It's all about being unique.

We're number two - we try harder. So went the old slogan from car hire firm Avis. Memorable marketing, but is it any way to run a business? Avis has been trying harder for as long as I can remember (and that's a long time now), but it's still only number two.

The problem with companies like Avis - across a diverse range of markets - is that they just aren't different enough. The days when it was possible to thrive simply by doing the same thing as the competition, only a little bit better, are long gone. Distinctiveness is now the name of the game.

So, if you want to escape a lifetime of trying
ever harder for only average rewards, you'll have to come

CLOSING THE SALE WITH THE "NEW NORMAL" CONSUMER

2010-06-11T06:36:00.000-07:00

As the effects of the recession grind on into a third year and behaviour changes that were born of economic expediency - the return of middle-class values and purposeful thrift - have translated into concious choices, hardening into a marketing dynamic.

Only Shoppers' Voice can reach these "New Normal" shoppers whilst imprinting a new sensibilty towards value!

Contact: paul.ashby@yahoo.com

SOMEDAY ALL ADVERTISING WILL BE LIKE THIS!

Without a doubt....

2010-06-11T03:18:00.000-07:00

...the biggest challenge to National Brands is Private Label Store Brands.
Now-a-days consumers see less difference between the quality of Store Brands and well-regarded Name Brands.
Thus there is less incentive to pay the Premium thast Name Brands carry!

Now you can changed that perception with Shoppers' Voice!

Contact: paul.ashby@yahoo.com

SOME DAY ALL ADVERTISING WILL BE LIKE THIS!

SHOPPERS' VOICE

2010-06-02T01:39:00.000-07:00

Given the vastly altered economic landscape together with consumers' desire for value in their product choices, value is at the epicentre of the new culture of thrift. Through Shoppers' Voice your Brands will be judged as being relevant and worthy if they pass the test of fitting in with this new sensibility!

Contact: paul.ashby@yahoo.com

SOMEDAY ALL ADVERTISING WILL BE LKE THIS!

What on earth are they teaching to-day at Business Schools?

2010-05-31T12:27:00.000-07:00

What on earth are they teaching these days at Business Schools?

Because it certainly does not include honesty. It can be said with certainty that the current global financial crisis was created by the utter dishonesty of the banks.

The reputations of the largest corporations in the world are being questioned more and more as a tsunami of evidence emerges as to the utter indifference of Top-down-Management to their customers needs and expectations.

And the weasel words used by Marketing and Advertising agencies to justify spending (and thus wasting) more and more ineffectual advertising on new and old media are examples of creatively brilliant lying!

Traditional TV advertising is under further threat as the take-up of personal video recorders (PVRS) soars, and still they recommend advertising on TV, where no research evidence has ever emerged as to its efficiency and accountability.

Just how dishonest is the Advertising Industry?

For thirty years at least there has been a well researched, well documented communications technique that proves, beyond a shadow of a doubt, that interactive communication, properly executed, is far more cost effective than traditional advertising. However given the method of remuneration enjoyed by the Advertising Agencies/Media

SHOPPERS' VOICE ON-LINE

2010-05-31T02:09:00.000-07:00

Yahoo Research states:

"A Large majority of web-users (79|%) demand something of value for heeding ads whether that 'something' is pure entertainment, a relevant message or access to something new."

SHOPPERS'S VOICE ON-LINE IS:
A. Rewarding
B. Entertainment.
C. Relevant.
D. Engaging.

SHOPPERS' VOICE - SOMEDAY ALL ADVERTISING WILL BE LIKE THIS!

Contact: paul.ashby@yahoo.com

Who’s running your organization?

2010-05-28T02:57:00.001-07:00

Who’s running your organization?

Your customers, that’s who!

Or should be!

So don’t you think that you ought to start a regular dialogue with him or

her, as the case may be?

The word empowerment is a very overused word. However in the near future the primary strategic marketing communications battle will be to see who goes furthest in empowering their customers.

To empower your customers you will have to:

Provide them with far more information than you currently do.

Allow them to make decisions about you and your company together with your resources.

Give them plenty of choice.

Give them the perception of control!

Allow them to feel that they are running your organisation!

Because anything that tightens your relationships with an existing customer increases the revenue you get from your customer.

And the only form of communication that can do all the above so that you do tighten your grip on your customer is…. Interactive communication!

Because interactive communication allows you to have an ongoing debate with your customers and your prospects, make regular interactive conversations available where they can debate not only about your products and services but the very soul of your company. Because that will be much more powerful than just putting your advertisement on television (or wherever) or I’m going to sell my goods in Tesco (or wherever).

Then, when you get asked, “Who’s running your business?” you can honestly reply, “My customers through genuine interactive programmes!” and earn major brownie points!

Because the problems with the current system are manifest. The challenges faced by marketing and advertising stem largely from the institutional dimensions of

SHOPPERS' VOICE WILL GIVE YOU

2010-05-28T02:36:00.000-07:00

accountability

Morality & Truth - the real victims of the advertising age!

2010-02-23T10:01:00.000-08:00

Morality & Truth - the real victims of the advertising age!

I WANT YOUR OPINIONS!

2007-06-24T09:08:00.000-07:00

To help me discover what Advertising and Marketing articles you would like to see please take the time to answer the following questions and email your answers back to me on paul.ashby@yahoo.com

Question 1:
Currently I have approximately fifty-three (53) articles published on various Ezine sites on the Web. Have you found them to be?

1. Interesting?
2. Beneficial?
3. Too negative.?
4. Reflective of the current state of marketing and advertising?
5. I haven't read any of your articles.

Question 2.:
Do you agree that feedback is the key element of any communication process?

1. Yes.
2. No.
3. I think that feedback & interaction are fundamental to successful communication.
4. I feel that far too little notice has been taken of the whole interactive process.
5. Do you think that game playing and Interactivity substantially improve the process of communication?

Please respond so as to enable me to provide advertising and marketing articles that you require so that we can all benefit from a mutually satisfying learning process.
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You have huge amounts of data…so why are you starved of knowledge?

2007-06-18T08:18:00.000-07:00

Despite spending hours on the 'phone or online your customers are just not connecting with you, resulting in angry customers hanging up and going elsewhere.

We are becoming more and more divided by technology. Your customers' dread interactive voice-response, the on-hold music that doubles the annoyance of queuing, the codes and passwords, are all barriers to effective communication.

The rage among your customers has reached an intensity, which is now causing great damage to your relationship with your customers. We are now dehumanising our customer relationships even more than conventional advertising ever did, the very objective of which was to do the exact opposite!

There is more information available on: http://interactivetelevisionorinteractivetv.blogspot.com
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The rising blizzard of meaningless information!

2007-06-15T03:01:00.000-07:00

We read the Marketing, Media & Advertising publications regularly in vain hope that the troublesome issue of commercial clutter will start to become a major concern within the industry.

Yes, we read that there is plenty of news regarding the imminent arrival of yet more clutter! For example "Agencies welcome news of Virgin 1 free-to-air channel"

"Balloon ads really take off for Ford".

Tess Alps saying, "TV's influence on campaigns should be self-evident", which happens to be about as sensible a statement as "Pigs might fly"!

May we ask "What about the poor old customer"? Because they are not, obviously taking delivery of all these intrusive commercial messages.

Solve all your problems immediately - & cut through the clutter - include Interactive Marketing Communication on your schedules right now!
Be pleasantly surprised visit: http://interactivetelevisionorinteractivetv.blogspot.com

An open letter to the newspaper and magazine publishing industry

2007-06-04T03:09:00.000-07:00

Because you are all suffering from the death of a thousand cuts!

Advertising budget cuts that is.

There is a very one-sided alliance between the Advertising Industry and the Media. Secure because of a huge myth, that myth? – "Advertising Works" – well it doesn't.

Now the highly inefficient advertising industry is beginning to desert you to spend their Clients' money on a totally unproven media – Web 2.0, a medium hostile to the very concept of one-way advertising.

Blaming you for the inability of their futile advertising to work.

Why don't you start to question the effectiveness of advertising? Or rather the lack of it! After all you have the resources together with the research to allow you to refute advertising's' preposterous claims!

And are you going to allow two or three thousand creative people, who don't understand the process of communication, to destroy a perfectly good media infrastructure painstakingly built up over many years?

After all, all they have is some geeky gobbledegook relating to technology, which confuses Clients and customers alike, and means absolutely nothing of any value.

And why, when we have an ageing population, do we have advertising aimed at potty-trained juveniles?

Recently at a Media Conference held in Wales, one Client warned the audience, "Change or Die"!

Unfortunately for us Advertising Agencies will not change. So unless you do something soon we will all loose the one reliable source of information available – you, newspapers and magazines.

You have to do something because the rising blizzard of commercial clutter is driving your customers elsewhere and why should we all loose out because of Advertising Agencies and their highly inefficient way of conducting business?

Please also visit:http://interactivetelevisionorinteractivetvblogspot.com

We put up with terrible, inappropriate, unaccountable advertising. Why?

2007-06-01T01:02:00.000-07:00

Could it be that there is truth in the fact that big advertising agencies performance deteriorate when they grow beyond a certain size?

Could it be that knowledge is so scarce regarding what is communication?

Could it be that advertising agencies have become inefficient, thus contributing to advertising failure?

Could it be that Senior Management have become counter productive. Hierarchy stifles originality?

Because from here, for example, listening to Accountant turned Advertising "Guru" Sir Martin Sorrell, the problem is not that advertising agencies, together with their Clients, consider arguments against advertising and reject them. They haven't even thought about them!

The question isn't "Are there alternatives to advertising/marketing". It's "Why do people fail to even consider them?"

Web 2.0 appears to have been going along for some time, with the irrational exuberance of Web 1.0 – and it is interesting to note the absence of challenge.

There is cause for great concern. Thanks to the migration of advertising from print to Internet sites offering free classifieds, we face the prospect of losing the most reliable source of information about the world we live in. Newspapers!

And without a doubt duplicitous corporations will simply place their corporate messages between editorial and advertising in the hope that they will be taken for user generated content.

In my opinion most of the blame for this destruction of a perfectly good media system lies firmly at the feet of the Advertising Agencies!

There are too many Chiefs and no Indians! These Chiefs have many varied opinions as to why advertising is in the state it is in now!

But none of them have any idea as to what communication is – for if they did the world would be a totally different place than it is to day.

Please also visit: http://interactivetelevisionorinteractivetv.blogspot.com

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Articles to the Neo Article Directory - Article submission and content
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Understanding why we shouldn't be advertising on the Web!

2007-05-26T11:58:00.000-07:00

The Internet is part of a revolution that is causing business a lot of headaches. With its networked communities, based on trust and candour together with a huge contempt for corporate smugness.

Initially marketing ignored the net, then they had an awakening, and are now rushing headlong onto the Web thinking that this is the New Medium.

As a result Corporations, ably aided by their minions, the Advertising Agencies, are treating the Internet as a source of a mass market – which it isn't!

We must never forget that Mass Media existed to serve the marketing needs of Corporations – the Net was never created for that purpose.

Sadly however, marketing and advertising executives regard us as fools! For years they have become used to preparing ads, and sponsoring programmes that fit all their pie charts.

But their simplistic formulae's will not replicate on the Web, how do you, after all, sell advertising to billions of sources each with a handful of viewers?

Interested? Please visit:http://interactivetelevisionorinteractivetv.blogspot.com

Submit Articles to the Article Dashboard Directory - Article submission and content you can use for free at ArticleDashboard.com

Then they said "Build a better mousetrap…", and they still didn't come!

2007-05-21T05:10:00.000-07:00

Well perhaps the most stupid of concepts "Word of mouth marketing" is regarded as a better mousetrap…for the life of me I cannot figure out why!

Recently one highly regarded member of the Ad.Community said…"as most other conventional media have lost authority and commercial effectiveness, word of mouth is re-emerging. Whose word do we trust? Each others"!

Whoops, here we go again, setting up the excuses for advertising's failure, this time it is the media, who's next I wonder?

Once upon a time it was the creative people who were at fault, then they woke up to the fact that creativity was not the answer to the problem, which makes one ponder, when will they ever learn?

And that's one of the many problems that face advertising, so many "experts" in different fields, resulting in so many reasons for advertising's' failure.

Now please visit http://interactivetelevisionorinteractivetv.blogspot.com

I laughed when I sat down and read the headline

2007-05-03T06:33:00.000-07:00

"Labour continues to turn away from ads as…"

Because it proved to me that somebody has some brains within the Labour Party!

Additionally both the main parties were reported to be ending their traditional billboard blitzes in the run up to the general election after they were dismissed as a waste of money by a Government-ordered inquiry.

It would appear that both main parties now recognise the fact that all advertising is a complete and utter waste of money. Would somebody please share this knowledge with Moray MacLennan, IPA President who, judging by his inaugural speech, still believes that advertising works…More on that later as it is a subject worthy of an article on its own!

However there is a way for politicians to communicate very effectively with their voters right now, it is known as "Interactive Marketing Communication" and you can use it to make existing media interactive and very effective!

Please also go to interactivetelevisionorinteractivetv.blogspot.com

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What's your definition of chutzpah? Because mine is the headline "Sorrell Gives Grade Two Years"!

2007-04-28T03:49:00.000-07:00

Yes that's right folks, chutzpah up to here…why?

Hmmm…well there are so many reasons that I don't know quite know where to start!

However one constant quickly emerges from all the news issuing forth, and that is the complete inability of these two to escape from the dreadful Top-Down-Management inability to see the need for utter transparency.

The Advertising Industry and The T.V. Industry are seemingly rushing to sort out each other's problems, however they never stop to consider their logical (and most important) customer…the viewer!

INTERACTIVE MARKETING COMMUNICATION COULD SOLVE ALL THESE PROBLEMS RIGHT NOW!
Please take the time to visit:http://interactivetelevisionorinteractivetv.blogspot.com

An AdMan – Poacher turned Gamekeeper? – Not in a million years!

2007-04-26T03:54:00.000-07:00

I never cease to be amazed at Advertising People and their chutzpah! Recently Interpublic CEO, Michael Roth, speaking at a AAAA Management Conference had something completely nonsensical to say about the current hot topic of accountability.

Among other things he praised Adlands currently fashionable mantra of 'Accountability'.

Which made me burst out laughing. Accountability and Advertising? – Ain't no such beast…never has been…never will be!

Use Interactive Marketing Communication now - and have everything you've always wanted!

Seeking more information: Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

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Should you use the internet?...definately not!

2007-04-25T00:52:00.000-07:00

Jerry Della Femina claims that most online advertising creates resentment, working to shut down attention rather than elicit interest. Zergio Zyman feels that banner ads are a joke, and Della Femina goes on to say "…and figure out different ways to reach people but we're not going to reach them by advertising on the internet".

But you can reach them very effectively by using Interactive Marketing Communication using existing media - right now!

Have you heard the one about Google taking over Double Click!

2007-04-23T02:31:00.000-07:00

Well it has AdLand and the Media industry up in arms, together with a host of other Top-Down-Management Corporate names, like Microsoft; AT&T; AOL & Yahoo about various concerns.

Frankly in the case of Microsoft it surely must be the case of the pot calling the kettle black! Both Microsoft and AT&T have faced anti-trust charges in the past, with Google Co-founder calling Microsoft "A convicted monopolist".

And in creeps that accountant turned Ad Man, Sir Martin Sorrell, "One of the most powerful voices in advertising", which, in my opinion, says a lot about the state of advertising to day.

DON'T WASTE A MOMENT LONGER - AVOID ADVERTISING AGENCIES - AVOID THE INTERNET - GO STRAIGHT TO INTERACTIVE MARKETING COMMUNICATION AND SAVE A BUNDLE AND BE MUCH MORE EFFECTIVE THAN EVER BEFORE!

Need more information? Visit: http://interactivetelevisionorinteractivetv.blogspot.com

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Do you mean to say that after all these years there has never been any advertising accountability?

2007-04-20T09:47:00.000-07:00

Then please tell me how they get away with saying "Advertising works".
A recent report by America's Association of National Advertisers claims, "Marketing accountability is still often an activity trapped within the silo of the Marketing function".

It would seem that the findings underscore last summers "Marketing Accountability Survey" in which 60% of respondents reported no cross-functional involvement whatever within their company!

TOTALLY ACCOUNTABLE-TOTALLY EFFECTIVE-USE IT TO DAY-INTERACTIVE MARKETING COMMUNICATION

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Of course advertising works…

2007-04-08T12:10:00.000-07:00

It works:

Because the Advertising Agencies tell you it works without producing one iota of evidence to substantiate their claims as to the exclusive increase in sales that one advertising campaign has produced!

It works because we live in an over informed society, and the agencies are working very hard to increase the quantity (but not quality) of clutter

It works because the customer has become immune to advertising, so Advertising Agencies are attempting to cut through the clutter with brilliant creative work.

Advertising works – especially now that it is moving onto the Internet!

FOR REAL MARKETING EFFECTIVENESS USE INTERACTIVE MARKETING COMMUNICATION - NOW!

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Don't Advertise on Television…just for a couple of weeks!

2007-03-23T11:18:00.000-07:00

Now that's a simple, very simple, solution to the myriad Top-Down-Management scams going on at the moment.

And just think of all the money you could save!

Don't you think that it's time to teach these Top-Down-Management people a lesson? Think of the damage they are doing to you and your Brands, to the very concept of trust and the building of relationships. Additionally there would be the tremendous Public Relations benefits to you, the advertiser, taking the side of your customers and doing something about the appalling Top-Down-Management Media shenanigans.

There is more interesting interactive information at: http://effectiveaccountablecommunication.blogspot.com
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Don't they yet realise that Businesses everywhere are collapsing under Top-Down-Management?

2007-03-19T05:39:00.000-07:00

I maintain that this is because TDM are totally lacking an understanding as to the true meaning of the word "communication".

Together with a complete disregard for the need for "Trust". TDM needs to be concerned – very concerned - because trust based relationships is the only way to go and failure to recognise this fact will results in the collapse of their empires.

Trust is one of the ways to solve many of the problems facing corporations to day. They must rediscover just how important it is to listen to customers. Listening to their customers is very good for building trust and it is true to say that failure to listen can be catastrophic.

Seeking more information? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

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Fighting hard to remain very mediocre!

2007-03-16T04:08:00.000-07:00

The advertising and marketing magazines in merry Old England!

I read as many of them as I can, week in and week out, hoping against hope that I will witness a significant improvement in them.

But one thing remains constant, they provide more drivel than serious content.

And never, repeat…never, get down to serious discussion about what advertising and marketing is, or ought to be. That of successfully communicating messages.

And no mention at all of interactive marketing communication!

Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

A guide in how to achieve advertising brilliance in these days of total confusion!

2007-03-14T07:00:00.000-07:00

So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough:

One: Believe in and develop total customer involvement and responsiveness.

Two: Pursuing and implementing two-way communication utilising existing
Media.

Three: Create a high degree of flexibility by empowering your customers.

Four: Face up to the fact that what went before is over!

Five: Acknowledge the fact that interactive advertising is the only appropriate form of advertising.

Six: The only thing you must believe in is constant improvement through the implementation of “conversations” with your customers.

Seven: There is no such thing as “above the line” and “below the line” those old fashioned stereotypes are gone…forever!

Seeking further information on how to open up conservations with your customer?
Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

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Advertising Luddites don’t despair. We really need you more than ever!

2007-03-13T04:32:00.000-07:00

Because the digital freaks are trying to take over your world.

Someone said very frequently about the state of advertising and the future,
“We have to recast the whole of the advertising world to cope with the digital age”.

The digital freaks have two distinguishing features.. The first is the crass assumption that certain technological advances are good in themselves. Which is obviously nonsense. The second feature is the delusion that anybody not agreeing with them is a Luddite.

Frankly I don’t think that we should, as we appear to be doing, overreact to the emerging digital technology.
After all lets face it, all this new, exciting, technology is utterly dependent, in the end, upon human beings!

And don’t you know, as Advertising Professionals, that we all depend, in the end, upon a human being reacting to our advertising?

Seeking more information on how to improve your communication skills. Please visit: http://interactivetelevisionorinteractivetv.blogspots.com

Is advertising dead…I don’t think so

2007-03-12T11:06:00.000-07:00

However it sure seems that way, at least in my life as a consumer. I rarely click on a Web page banner, I assiduously avoid ads in most consumer publications. I most certainly do other things during the TV commercial break.

Newspapers, magazines and television are also facing the assault from technology.

The gist of all this is simple, persuasive and unavoidable. Interactivity, the hallmark of computing technology, fundamentally calls into question the viability of a model based on being able to force people to watch, listen, and read, advertising.

Are you seeking more information on the subject of interactitity? Please take the time to visit http://interactivetelevisionorinteractivetv.blogspot.com

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2007-03-10T09:45:00.000-08:00

The Times of London, very recently, carried that old hoary story “Subliminal advertising may work, but only if your paying attention”

I do wish that somebody would put an end to one of the great advertising myths of the twentieth century.

The Times then chose to editorialise about a non-running story, “Smoke Signal Puffs. The real news of how to pass secret advertisements and influence people.”

The fact of the matters is that the whole story of subliminal advertising first broke in America, two enterprising young men dreamt up the scheme, however the word “dreamt” is the key to the whole myth…that’s all it was, a dream. There was no research, there were no subliminal advertisements embedded in cinema movies, in fact the whole thing was a hilarious scam…that’s all.

But the damage it has caused!

Do you seek more information on interactive communication? Please visit http://interactivetelevisionorinteractivetv.blogspot.com

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The attraction of interactive communication is...

2007-03-07T23:56:00.000-08:00

that it is a return to the prehistoric human fascination with telling tales!

Since the beginnings of any civilised society the market place was the hub of civilisation, a place to which traders returned from remote lands with exotic spices, silks, monkeys, parrots, jewels - and fabulous stories.
Interactive Communication, properly executed, more resembles an ancient bazaar than fits the business models companies try and impose upon it.

People respond to interactive opportunities because it seems to offer some intangible quality long ‘missing in action’ from modern life. In sharp contrast to the alienation wrought by homogenised broadcast media, interactive opportunities provide a space in which the human voice would be rapidly rediscovered.

Unlike the lockstep conformity imposed by television, advertising, and corporate propaganda, interactive communication gives new legitimacy – and free rein – to play.

Do you require more information as to the effectiveness of interactive communication? Then please visit: http://interactivetelevisionorinteractivetv.blogspot.com

An open letter to Procter & Gamble global cmo Jim Stengel…

2007-03-06T07:45:00.000-08:00

Dear Mr Stengel,

Recently you said that "Honest, authentic" relationships based on trust are what consumers now seek.”

You went on to say "We can no longer measure success in keeping up, because keeping up is not possible. What we need is a mindset shift. We have to understand what's important to them, and how we can genuinely connect with them," also. "We must shift our mindset to truly creating partnerships."

Well Mr. Stengel, it may interest you to know that that opportunity has been available to you for a number of years, however your advertising agencies have all turned up their noses at such an idea!

JUST THREE LITTLE WORDS, MR STENGEL, JUST THREE LITTLE WORDS…..”INTERACTIVE MARKETING COMMUNICATION”…THEY’LL SOLVE ALL YOUR PROBLEMS!

Secrecy, prohibition and a growing loss of trust!

2007-03-04T02:50:00.000-08:00

My word, those Top-Down-Management-Teams have really been at it this week!

First there was the fiasco of BSkyB and Virgin Media having a fight and then arbitrarily removing channels from the unsuspecting viewers, and then along comes the Supermarkets/contaminated petrol disaster!

How can the real world trust anything emanating from Top-Down-Big Business-Management?

It now appears that the supermarkets “were warned about problems with petrol a week ago”!

Fuel suppliers were accused of failing to come clean over problems with unleaded petrol that has damaged thousands of cars.

The Director of the Petrol Retailers’ Association said that he was “deeply suspicious” about the silence of the companies involved!

The sooner we all start using interactive communication - the better

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Revealed – why you should fire

2007-02-28T02:56:00.000-08:00

your advertising agency and use interactive communication!

Like all else in the media world, advertising has changed dramatically since the huge growth in popularity of the Web.

The power of retailers has multiplied, television has become the dominant selling medium for consumer goods, market research has become increasingly sophisticated, global brands have flourished, independent media specialists have become a major force, and yet…

Advertising agencies are in the doldrums that is because the services they provide, the way they should be paid and their relationships with their clients are all in jeopardy.

There is much uncertainty, much debate, much nervousness, and no sign of any resolution to the problem.

Certainly one of the things agency people have lost sight of is that advertising, like all marketing functions is done to make money!

Likewise they have lost sight of the fact that the sole purpose of advertising is to get more people to buy more of your product, more often, for more money.

When you use interactive "Events" you will sell more products...and make money!

Discover more together with the power of interactive TV visit: http://interactivetelevisionorinteractivetv.blogspot.com

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INTERACTIVE MARKETING

2007-02-27T04:33:00.000-08:00

As we enter a new millennium, we are witnessing a core shift in the focus of marketing away from transactional marketing and toward interactive marketing.
We are all now beginning to recognised the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty.
Interactive communication, properly executed, will provided you with all of this plus:

BUILDING SALES LONG-TERM

Need more proven results? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Interactive Communication exists to communicate clearly

2007-02-23T07:43:00.000-08:00

an advertising message, using existing media, to an open, focused and receptive mind based upon the principle that it is not what you say, but how your consumer interacts with what you say that primarily determines how successfully the message gets across.

The changes in consumer perception and purchase behaviour produced by this form of communication are traditionally associated only with extensive advertising campaigns involving high levels of frequency and the inherent inefficiencies that result from such efforts.

Also, please visit:http://interactivetelevisionorinteractivetv.blogspot.com or contact Paul Ashby on paul.ashby@yahoo.com

Sir Martin Sorrell…don’t you think it odd

2007-02-22T03:09:00.000-08:00

that an accountant has become the advertising industry’s spokesperson?

When you read any of the interviews given by this illustrious figure, never once does the word “communication” pass his exalted lips, why, because he knows nothing about the process of communication.

Meanwhile out there in the real world, the world were all these millions of (digital) advertisements, and, in turn, all these millions of pounds are spent. It emerges that only 57% of consumers are inclined to trust companies and resistance to marketing is also now at a peak, with just 6% of consumers admitting to trusting any form of advertising!

ONLY 6% OF CONSUMERS TRUST ANY FORM OF ADVERTISING!

There is help available, please visit http://interactivetelevisionorinteractivetv.blogspot.com and discover how you can make your customer trust you!
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To day, big business,

2007-02-21T02:03:00.000-08:00

with their handmaidens, advertising & marketing have created mass media.

And the biggest mass medium is broadcast. And that is command and control management, complementing big business thoroughly. Both are all about imposing control top-down and both are driven by ratings, research and cost per thousand.

Sad for them people are turning away from ‘broadcast’ in their millions because of a number of reasons, they have acquired other interests and concerns which broadcast cannot provide. Plus the fact that people are heartily sick of the sterile pronouncements of corporations and broadcast media. And especially of advertisements!

If you want to discover more please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Engaging in conversations

2007-02-20T05:59:00.000-08:00

with relevant markets will become an important source of knowledge and innovation, the quality of this market intelligence has already (and will do so more in the future) proven to be more accurate than research and will determine market share.

Without interactive communication your efforts to create new products and markets will be taking place in a vacuum.

As your products come to reflect the information provided by the genuine conversations of interactive communication, instead of the ballyhoo and adversarial marketing tactics that poses as marketing today, companies will be far better served, and so will their customers.

Oddly enough with Interactive Communication companies can have everything they’ve always wanted. Greater market share, customer loyalty etc. etc. All the empty promises that advertising has been promising their clients but failed to deliver!

Would you like to discover more about the benefits of interactive communication? Please visit: http://interactivetelevisinorinteractivetv.blogspot.com

THE BENEFITS GAINED BY USING INTERACTION

2007-02-19T02:39:00.000-08:00

The benefits for participating advertisers.

For the first time manufacturers advertising becomes totally accountable with payment by results only. Interactive communication provides intelligent sales through feedback and involvement. Thus allowing the building of intelligent databanks.
It allows the brands to differentiate themselves from their competition. Substantially reduce their heavy marketing investments. Additional benefits will allow the analysis of the feedback through a mass focus group allowing brand development. Whatever the consumer & manufacturer deem appropriate.

Seeking more information as to why you should use interaction? Take a little time to visit: http://interactivetelevisionorinteractivetv.blogspot.com
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Existing advertising agencies were fat and dumb...

2007-02-18T02:54:00.000-08:00

and happy with the status quo together with monopolistic profits and their general situation, so they badmouth any new idea which threatens their incumbency or profits, or both. Advertising Agencies are also in denial until their profits are really threatened.

There is an old adage in technology: intelligence always moves to the edge of the network.

The same is true of most other things, especially advertising and marketing; there are far more intelligent ideas outside of advertising agencies and marketing departments!

Would you like more information on accountable intefactive communication? Please also visit http://interactivetelevisionorinteractivetv.blogspot.com

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Our minds are conditioned by the past,

2007-02-18T02:07:00.000-08:00

...not the future. So we want to keep doing things the way we always have done them, even when results become ever more disappointing.

But every now and then, the ground beneath us shifts so dramatically as to make much of what we thought we knew so wrong it becomes clear that we have to forge new beliefs or fail.

These are such times in marketing. In the today’s more subjective-mined marketplace, the behavioural proclivities of consumers as individuals must be the determining factor, not exotic maths even though it will obviously continue to be a critical tool – but not the main tool.

Seeking more? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Advertising Agencies, having practically ruined

2007-02-17T00:28:00.000-08:00

a nearly perfect marketing communications system,

… are now trying to lure their Clients onto a totally unproven communications system…the Web!

Advertising agencies have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip; award-winning commercials that often fail to even communicate the brand.

The reality of business demands that advertising answer to the bottom line! Simply by adding interactive communication to your schedule you can reduce spend and make your existing advertising totally accountable.

Which will demonstrably affect your bottom line and, much to the great disgust of Advertising Agencies, Clients can substantially reduce their horrific marketing investment.

Terrestrial television can then breath a sign of relief and get on with what they are good at…producing good programming.

There is more information available as to the benefits of incorporating interactive "events" onto your scheduel, please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

2007-02-15T05:22:00.000-08:00

measuring the effect of one
exposure to an interactive “Event”
vs.
exposure to the “frequency” model.

Client: Unilever.
Brand: Streets Log Ice Cream Deserts.
Research: Martyn Research.

“Unprompted Brand-Awareness increased +8% amongst main grocery buyers who saw the Interactive Event and Purchase increased +80%; Advertising-Awareness increased 100% over people who had not see the Event.”

Client: Unilever
Brand: Birds Eye Fish Fingers
Research: Nielsen & City Insights.

Nielsen recorded an actual uplift in sales for this brand of 3.2%. City Insights registered a +9% uplift in Definitely/Probably Will Buy. City Insights again established that the technique lifts awareness of advertising, +11%.

Client: Unilever.
Brand: Persil.
Research: Nielsen & City Insights.

Neilsen recorded an actual uplift in sales for this brand of 4.4%. City Insights registered a +2% increase in last week purchase & a +4% increase in Definitely/Probably Buy. There was a 4% increase in Advertising Awareness.

Client: Unilever.
Brand: P G Tips.
Research: Nielsen & City Insights.

Neilsen recorded an actual uplift in sales of 3.1% for this brand and City Insights recorded a +5% uplift in ‘Last Week’ purchase and a +7% increase in Definitely/Probably Will buy. Additionally City Insights recorded an uplift of 8% increase in advertising awareness.

Client: Unilever.
Brand: Birds Eye Frozen Peas.
Research: Nielsen & City Insights.

Nielsen recorded an actual increase in purchase of 2.6%. Whilst City Insights recorded a +2% increase in purchase ‘Last Week’ and a 5% uplift in sales Definitely/Probably Will buy. City Insights again recorded an uplift in advertising awareness of 5%.

Client: Unilever.
Brand: Sunsilk Shampoo.
Research: BLM division NOP.

“Substantial (even dramatic) gains were recorded in Advertising Awareness, averaging +45%. The comparison between “Seeing-The-Event” and those “Not-Seeing-The-Event” shows a healthy performance improvement. An increase in Spontaneous-Awareness of 53% was recorded for Sunsilk Shampoo and for Purchase and increase of 35% was noted.”

Seeking more information? Please take the time to visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

2007-02-14T03:59:00.000-08:00

measuring the effect of one
exposure to an interactive “Event”
vs.
exposure to the “frequency” model.

Client: Carter Wallace.
Brand: Nair Hair Remover.
Research: AGB.

“Research again indicates that those who saw the Event had greater levels of Brand-Advertising-Awareness +161.1%; Past-Purchase-Behaviour +100% and also Future-Purchase-Behaviour +60% over people not exposed.”

Client: Carter Wallace.
Brand: Arrid Deodorant.
Research: AGB.

“Arrid’s participation within this Interactive Event again demonstrates the effectiveness of the Technique. All key measurements show positive improvements for those exposed versus people not exposed. Brand-Advertising-Awareness +200%; Past-Four-Week-Purchase +100% and Future-Purchase-Intent +66.6%.

Client: Carter Wallace.
Brand: Sun-In Hair Colour.
Research: AGB.

“Sun-In Hair Color benefits from exposure within the Interactive Event. Brand-Advertising-Awareness was increased by 366.6%; Purchase-in-Past-Four-Weeks +100%; and Future-Purchase-Intent +100%.”

Client: Pork Promotion Council.
Brand: New Fashioned Pork.
Research: AGB.

“Grocery Buyers exposed to the Interactive Event showed higher Awareness +12.3%; higher Advertising Awareness +45.16%. They also had higher Past-Purchase patterns, 80% and higher figures for Purchase-Intent +36.3%.

Client: Sara Lee.
Brand: Hearty Fruit Muffins. (Frozen Bakery Goods).
Research: AGB.

“Grocery buyers who remembered seeing the Interactive Event showed a higher than average awareness of the product +30.9%, a high awareness of advertising at +83.3% and 100% increase in Future-Purchase-Intent.

Would you like more information on interactive communication? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

2007-02-13T02:12:00.000-08:00

measuring the effect of one exposure to an interactive “Event”
vs.
exposure to the “frequency” model.

Client: Nestle.
Brand: Maggi Pantry Classics (non-frozen RTE meals).
Research: AGB.

“There was an increase of 86.7% amongst those who saw the event in Prompted-Brand-Awareness versus those who didn’t see. On Past-Four-Week-Purchase there was an increase of 233.3% and 266.7% increase in Future-Purchase-Intent (DWB) amongst those people who saw the event.”

Client: Chesebrough-Pond’s.
Brand: Intensive Care Hand & Nail Lotion.
Research: Burke Market Research.

“Readers of the Event were significantly more likely than non-readers to recall all four copy points, additionally readers were significantly more likely than non-readers to have tried the lotion, to have repeated buying it and to have purchased the brand recently.

Client: Rexona (Unilever).
Brand: Vaseline Intensive Care.
Research: AGB.

“Prompted-Brand-Product-Awareness increased at the rate of 31.5% among people seeing the Event, similarly and increase in Past-Four-Week-Purchase +90% and in increase of 81.8% Definitely-Will-Buy was recorded.”

Client: Carter Wallace.
Brand: Dencorub & Dencorub Ice (Muscle Pain Relief).
Research: AGB.

“Quite dramatic increases in Prompted-Brand-Awareness and in the Past-Four-Week-Purchase and Next-Four-Week-Purchase-Intention (DWB) occurred amongst main grocery buyers. These range from 55.6% to 120%.”

Client: Carter Wallace.
Brand: Nair Hair Remover.
Research: AGB.

“Research again indicates that those who saw the Event had greater levels of Brand-Advertising-Awareness +161.1%; Past-Purchase-Behaviour +100% and also Future-Purchase-Behaviour +60% over people not exposed.”

Would you like more information as to the effecacy of interactive Communication?
Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

2007-02-12T06:40:00.000-08:00

measuring the effect of one exposure to an interactive “Event”
vs.
exposure to the “frequency” model.

Client: British Airways.
Brand: British Airways.
Category: Airline Flight.
Research: City Insights.

Airline Last Used has increased from 67% to 77%. Always choose to fly with BA and recommend to friend and colleagues’ increases from 24% to 31%. Increase in those saying BA has the best Frequent Flyer programme increases from 47% to 58%.

Client: Reckitt & Colman.
Brand: Setamol 500
Category: Analgesic.
Research: AGB

“Findings from this Post Event Survey shows impressive increases in scores for those who saw the Event in comparison for those who did not. Results are consistently superior in all three key market measures: Prompted-Brand-Awareness +92.6%, Past-Four-Week-Purchase +47% and Definitely-Will-Buy +47%.

Client: Warner Lambert.
Brand: Listerine.
Product Category: Mouthwash
Research: Market Intelligence Corporation.

“Gains in all key measurements were recorded among consumers exposed to the newspaper interactive event, versus those not exposed. These gains were: Unaided Awareness 39%, Aided 11%, Past-Four-Week-Purchase 55% and Next-Purchase 97%. This translates in total market gain of 8% for Unaided-Awareness; 2% gain in Aided-Awareness; 11% increase in Past-Four-Weeks-Purchase and 19% in Brand-Next-Purchase.”

Client: Warner Lambert.
Brand: Listerine.
In-Store Sampling Programme.
Research: Market Intelligence Corporation.

Research Protocol: Interactive Sampling was conducted in 6 stores with other 6 matched stores used as a control group where sampling was conducted without the interactive elements. Additionally, other stores that had no sampling programme at all were monitored. Purchase behaviour was monitored for three months. Actual inventory and cases sold were monitored.

“For the month of November (time of sampling and commencement of survey) an increase of 129% in actual purchase was obtained in those stores where the interactive sampling programme took place versus those (control) stores where the interactive sampling did not take place.

The average for the three month programme, November, December, January was a gain of 36% in purchase, versus those stores where the interactive programme was not held.”

Seeking more information? please visit: http://interactivetelevisionorinteractivetv.blogspot.com

TOTAL ACCOUNTABILITY!

2007-02-12T02:25:00.000-08:00

Our Interactive Communication Programme has been extensively researched by independent research organisations in Australia, The United Kingdom, U.S.A. Japan, Singapore, New Zealand and The Philippines.

Numerous marketing research studies have been conducted to measure and document the sales impact of the IMG technique. In point of fact, measurements are always made on the incremental sales generated by each interactive ‘Event’ for every participating brand because the premise of IMG is on making advertising expenditure accountable. The results are presented to each client as a post evaluation.

To demonstrate the effectiveness of the technique we will be posting highlights from reports prepared by independent research companies in conjunction with past interactive programmes.

These will be posted on a daily basis.

Seeking further information then please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Towards understanding human behaviour

2007-02-10T06:00:00.000-08:00

One thing they NEVER taught you whilst working in an advertising agency…or a marketing department for that matter…
And that’s the human desire for interaction. If this had been taught and the lesson put into everyday practise then billions of pounds and dollars would never have been poured down the black hole of television advertising!
Interaction is not technology, it is human behaviour!

Are you seeking more information on interactive communicaion? Please visit:
http://interactivetelevisionorinteractivetv.blogspot.com

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ARMED WITH A LITTLE TECHNICAL KNOWLEDGE

2007-02-09T02:46:00.000-08:00

Your customers can now air their gripes and you can do nothing to stop it!

Their gripe sites can make for uncomfortable reading however you must talk to your customer and attempt to deal with their problem.
We know just how to do that.

Seeking more information on interactive communication? Please take time and visit: http://interactivetelevisionorinteractivetv.blogspot.com
http://quickregister.net

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YOUR CUSTOMERS DEMAND THAT

2007-02-09T02:32:00.000-08:00

you shut up and listen for a change!

You may even find the experience liberating!

Our vast experience preparing Interactive “Events” has told us that your customers have a hell of a lot to contribute.

SO PLEASE STOP TALKING AND LISTEN…YOU’LL BE VERY SURPRISED

Do you seek more information on genuine interaction? visit http://interactivetelevisionorinteractivetv.blogspot.com
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Consumers today encounter

2007-02-08T03:03:00.000-08:00

from 3,500 to 5,000 marketing messages a day vs. 500 to 2,000 in the 1970s.

The result: There are so many ads out there today to an extent never before realised. No matter how many more ads out there, it’s not going to work…because it’s not registering!

Finally, finally, the whole dismal story is emerging, the biggest confidence trick in this or any other century is, finally, being exposed.

The confidence trick of Advertising!

Nowadays the problem is so bad that serious discussions about accountability never occur, advertising could never be totally accountable because it never worked to the extent believed – period.

The huge problem of clutter was never seriously addressed, as they had no answer for the problem. Meanwhile the swine lavishly ate at the Clients table and then laughed all the way to the bank.

http://www.quickregister.net

Would you like more information? Please visit:
http://interactivetelevisionorinteractivetv.blogspot.com

The erroneous model of communication- as seen by Advertising Agencies!

2007-02-06T10:25:00.000-08:00

Most advertising today depends on a single-step communications model. A message sender – the message – receiver.

This basic model assumes that the sender is active, whilst the receiver is inactive or passive and the message is comprehended properly.

In this case if the advertisement is creatively prepared and sent through the right medium and, if it cuts through all the other noise, and then if it is decoded correctly the advertisement has done its job!

Dealing with the future will require significant changes in the ad industry. Media research- how advertisers measure what people watch and how they respond to ads-will have to get considerably savvier about gauging media consumption habits. Creative ad teams will have to understand the communication process better and then make involving ads that people are actually interested in reading/watching.

Would you like more information? Please visit:
http://interactivetelevisionorinteractivetv.blogspot.com

Please don’t shoot the messenger!

2007-01-17T03:01:00.000-08:00

Lets take a look at to-days papers and see what, if anything, they have to say about advertising….

Yup, here’s something that appears to support my position.

“In a world that’s full of bull and kipple, it’s time we were told the simple truth.

…Branding for example, often you see two brands of toothpaste or two brands of paracetamols, or anything like that, just buy the cheapest. It’s all exactly the same stuff!”

“Kipple is the word the writer Philip K Dick coined to describe the ever-growing tide of mental rubbish that clutters the world. Kipple is, in a word, rubbish.

What is kipple? Where is it to be found? Kipple is everywhere.

Kipple is the advert that tells you a fizzy drink is a statement about yourself. It is the cold caller saying you have won a competition you never entered, the friendly bacteria, the meaningless graphic in the shampoo ad, the “clinically proven” miracle face cream….”

AND THAT’S THE PROBLEM I KEEP RETURNING TO – THEY DON’T TRUST ADVERTISING OUT THERE!

Would you like to learn more?
Then simply visit: http://effectivetelevisionor effectivetv.blogspot.com

SUBSTANTIALLY MORE EFFECTIVE!

2007-01-15T04:31:00.000-08:00

Client: Quaker Trading
Brand: Quick & Hearty
Category: Hot breakfast Cereals
Research by: NOP

North West England

Of those who only saw the television commercial only:
1% claimed to have purchased Quick and Hearty in the past 4 weeks.

Those who had seen the interactive programme 9% claimed to have purchased. An increase in +800%.

In London

There was no television advertising for Quick and Hearty the purchase of Quick & Hearty in the control area was 0%.

In the interactive test area last 4 weeks purchase was 4% and increase of +700%

In both regions the interactive programme generated a 9% positive intention to purchase.

This was twice the level generated in the North West & Midlands, and over three times that of the non advertising area in London.

It is therefore a reasonable conclusion that the interactive booklet led to an enhanced interest in purchasing Quick & Hearty when next buying a breakfast cereal.

Do you need more information on the effectiveness of interactive communication?

Please visit: http://interactivetelevisionorinteractivetv.blogspot.com
http://www.quickregister.net

They NEVER trusted advertising

2007-01-15T04:10:00.000-08:00

In today’s marketplace, time, attention and trust seem to have become the scarcest resources and companies that fail to recognise this fact are bound to suffer problems.

As a result it is becoming more and more important to ensure that there is a strong ‘what’s in it for me’ appeal to the consumer. With so many demands on their time they will only spend quality time with those products and services that are clearly offering them something of direct personal relevance and value.

Another contributor to the loss of trust and belief has been the acceptance of the ‘mass market’. Anyone with any understanding of communication and human behaviour will understand that there has never been such a thing as a mass market!

Buying habits are as individual as fingerprints so the surest way to identify products and services of greatest appeal is not through traditional market segmentation and then advertising but by a means of involving the customer in the process whereby a true two-way dialogue can be entered into.

Are you seeking more information?
Please visit http://interactivetelevisionorinteractivetv.blogspot.com
http://www.trafficswarm.com/cgi-bin/swarm.cgi?626584&ac5ce2d6cb7d54c30fbf3f9975f057ca