More accountability: Being the results of one exposure to an interactive programme vs traditional (frequency and reach) advertising.




　

Client: S.J. Johnson & Sons.

Brand: Raid Cockroach Control System.

Research: AGB.

"The rate of increase in the level of awareness of Raid Cockroach Control System was dramatic (61.8%) among those who saw the Event. Seeing the Raid page within the Event dramatically increased scores for Past-Four-Week-Purchase (100%), scores among people who claimed to see the page increased Future-Purchase-Intent (DWB) by 60%. Advertising Awareness increased 83.4% among main grocery buyers."

　

Client: Reckitt & Colman.

Brand: Setamol 500 analgesic.

Research: AGB.

"Findings from this Post Event Survey show 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: Duracell.

Brand: Duracell Batteries.

Research: Martyn Research.

"Unaided-Awareness (Brand-First-Mentioned) of Duracell increased by 50% for readers who saw the interactive Event. Advertising-Awareness increased 200%, correct recognition of advertising message increased 19% and purchase increased 29%."

　

Client: Roche.

Brand: Rennie Duo.

Research: City Insights.

City Insights report "A very large increase in spontaneous awareness – Control 0%, Test 10%. They also report that "Rennie Duo is a small brand BUT it has encouraging purchasing in both % Last bought & % Most often brand bought, in both cases 4% for Test & 0% for Control, additionally there was an increase in intention to definitely buy – from 0% to 6%.

　

Client: Pfizer.

Brand: Plax Dental Rinse.

Research: AGB.

"Post-Event Survey results shows that the results of Pfizer’s participation with its PLAX Dental Rinse product has raised scores on key measurements of Awareness and Purchase for the brand ranging from 73+% to 200+%."

　

Client: Colgate Palmolive.

Brand: CP Anti-Dandruff Shampoo.

Research: AGB.

"The value of the Interactive Technique has again been evidenced in the findings of this Post-Event Survey.

Substantial increases in scores for the product on key market measurements of Prompted-Brand-Awareness, Past-Four-Weeks-Purchase and Future-Purchase-Intent (DWB) have been achieved amongst main grocery buyers with ranges from 42.6% for Brand-Awareness; 200+% for Past-Four-Weeks-Purchase and DWB 600+%."

　

Client: Kraft Foods.

Brand: Philadelphia Cream Cheese.

Research: AGB.

"The Pre-Event scores on this measure (Prompted-Brand-Awareness) remained static amongst those who who did not see the Event at around 82%. This percentage rose by 12.2% to reach 92.6% amongst main grocery buyers who saw the event, additionally there was a substantial rise of 69.3% on Past-Four-Week-Purchase and 42.9% increase in Future-Purchase-Intention (DWB)."

　

Client: Leggo’s.

Brand: Plumrose Leg Ham (Canned).

Research: Martyn Research.

"Unpromted-Brand-Awareness increased +14% amongst main grocery buyers who saw the Event, Bought Plumrose Leg Ham-In-Past-28 Days increased 60%, and Future-Purchase-Intent increased 64% (DWB). Among those who saw the Event Advertising Awareness increased by 400%."

　

Client: Stuart Alexander.

Brand: Moccona Coffee.

Research: AGB.

"Prompted-Brand-Product-Awareness among all main grocery buyers for Moccona Espresso’s was increased by 36% as a result of participation within the Interactive Technique Event. A net growth of 14.3% on the Past-Four-Week-Purchase – and Next-Four-Week-Purchase-Intent was also recorded. Further, the main claim made for the brand has shown to be more persuasive to potential purchase when it is presented in the Interactive format."

　

Client: Bush’s.

Brand: Bush’s Dog Food (Canned).

Research: AGB.

"Amongst those who saw the Bush’s presentation in this latest Event, growth over those who did not see the Event was in the order of 47% for all main grocery buyers. Once again, as following previous participation by Bush’s Dog Food, there was significant growth in Past-Four-Week-Purchase +22% and growth of 25% was recorded for Next-Purchase-Intent (DWB)."

　

Client: P&O Stena.

Brand: Cross Channel Ferries.

Research: City Insights.

"City Insights report a 21% increase in the spontaneous awareness of P&O Stena. Additionally there has been a positive shift in the usage of P&O Stena +12%. Additionally there was a substantial increase in preferance for P&O Stena from 37% to 67%. There was a positive uplift in intention to use P&O Stena in the future (DNT) from 32% to 67%."

Your customers are sick to death of being treated as mere abstract numbers

.

Advertising has dehumanised and depersonalised the whole

process of communication, there just never was a mass market! They are

also sick to death at the rampant corporate dishonesty all around them, again

more evidence of Management being totally unaware of the real world and the

communication process. Evidence of their ability to dehumanise and depersonalise

the process of marketing. It would appear that customers cannot trust

anything or anybody these days. There was a time, for example, when we trusted

our banks to look after our best interests and play fair with their charges. If

so these days are long gone. The bond of trust has been broken, not only in

banking, and people are rightly suspicious. However Interactive Marketing Communication could be

 a positive start to resolving all theproblems facing advertising and marketing.

Interaction can be defined simply as straightforward communication between two

parties. Presently we are in danger of losing the real meaning of

interaction, as we tend to focus discussions on the emerging technologies and

neglect the communication process itself. With an understanding of the real

meaning of Interactive Communication, existing media can be made interactive,

and subsequently far more cost effective. Interactive Marketing

Communication turns passive advertising into active advertising and actually

alters behaviour during the communication and learning process.And all the advertising in the world

cannot help you solvethat problem!

 

Brands need to take notice of the amazing opportunities available to them
right now, opportunities that have laid dormant because of the strangle hold

ad agencies have had on the marketing communications process until very recently.

All advertising is a form of learning, education and game playing should

become the new promotion.

Consumers have a huge desire for brand knowledge and learning, and far prefer

facts and storytelling, this mean more to them than a celebrity spokesperson or

a catchy tag line.

This allows your customer to exercise their own "personal discovery" on their

chosen brand.

Another problem facing Brands is the fact that marketers tend to overestimate

the value of what they already have and have, as a result, become loss averse,

this makes them overestimate the value of what they have and support the status

quo together with stability! So marketers need to sharpen their act, check their

egos, open their minds and embrace new ways of marketing communication it will

be well worthwhile.

Internet Advertising will rapidly lose its value and its impact, for easily understood reasons. Pushing

a message at a potential customer when it has not been requested and when the customer is in

the middle of something else on the Net, will never work as a major source of revenue for most

internet sites.

The Internet is participatory, like exchanging stories around a camp fire.

The problem is not the medium, the problem is the message and the fact that

it is not trusted, not wanted, and not needed. There are vast amounts of

literature to support this.

Customers do not trust advertising. Research has shown that messages

attributed to a commercial source have a much lower impact. Research has also

show that advertising is the least-trusted source of information on products and

services. The fact is consumers do not want to view advertising, and mostly

consumers do not need advertising.

The internet is all about freedom. A free population will not be held captive

and forced to watch ads. Marketing must take its share of blame for the economic

crisis. Management's greatest concern should be what a company stands for, not

adding more services to sell to consumers.

Why are so many of our major industries in trouble, beyond the current

economic meltdown? And why is marketing not being blamed for its share of the

problem.

If you read the business press, you probably noticed the absence of any

discussion of marketing and marketing strategy as it relates to the economic crisis.

INTERACTIVE SOLVES ROI CONCERNS!

A survey conducted by the Association of National Advertisers found that digital marketers' main concern is ROI. In fact, 62 percent said that their main concern is the inability to prove ROI. The survey also listed which media platforms have increased the most among marketers, like YouTube and other forms of digital growth

However when you use Interactive Marketing Communication, properly executed, you can easily prove ROI!

　

　

Lets Face it. There is no answer to the Advertising and Marketing Crisis!






Both Clients and advertising agencies are deluding themselves. Marketing has

to accept there is no way out of its decline.For one blood-curdling moment it

seemed that the marketing world had woken up to the fact that their preposterous

industry had finally been caught in the act.

Pepsi ,the world's leader in advocating and implementing new-age marketing

nonsense, and now paying the price for its foolish belief in the three-headed

marketing monsters: "branding," "engagement," and "conversation." (Here's a tip

for anyone left alive in the Pespi marketing department. There is one thing, and

one thing only, that advertising is about -- persuasion. All the rest is word

games and chit chat. Got it?

Last week it was reported that after years of fighting Coke for first place

in the soft drink category, Pepsi-Cola had fallen to third place.The L.A. Times

called it "...a stunning fall from grace."

Pepsi saw their U.S. sales volumes in 2010 fall sharply, by 4.8% and 5.2%, respectively... The

U.S. soft drink market is about 74 billion dollars. Therefore a 5% drop in Pepsi

market share (which is about 10%0 cost them well over $350 million on the Pepsi

brand alone!

The goal of advertising is to create a clear awareness of your company and

its Unique Selling Proposition. Unfortunately, most advertisers evaluate their

ads by the comments they hear from the people around them. The slickest,

clearest, funniest, most creative and most different ads are the ones most

likely to generate these comments. See the problem? When we confuse "response"

with "results" we create "attention getting ads" which say absolutely

nothing.

The business owner is uniquely unqualified to see his company or his product

objectively.He is on the inside, looking out, trying to describe himself to a

person on the outside looking in. It's hard to read the label when you're inside

the bottle. Too much product nowledge causes the business owner to answer

questions that no one is asking. This makes for extremely ineffective

advertising.

Marketing has to accept there is no way out of its decline. The rot began

when we chose never to take heed of 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.

Your complete and utter lack of understanding of the word "communication"



together with a lack of appreciation as to what can, and does, stifle effective communication.

All advertising is a form of learning whereby the advertiser is asking people to change their behavior after learning the benefits of the products or services on offer. However, we all tend to filter out information, which we do not want to hear. This clearly alters the effectiveness of conventional advertising in quite a dramatic way.

The final purchase decision is invariably a compromise and this leads to a certain amount of anxiety; the worry that perhaps the decision was not the best or the right one. In order to minimise this anxiety the purchaser seeks to reinforce their choice and begins to take more notice of their chosen product's marketing communications.

Due to a lack of understanding of the communication process we have created a media society during the past 40 or 50 years, where the whole process has been de-humanized.

There is now an extraordinary reduction in interaction because conventional advertising and marketing have become a one-way practice whereby information is disseminated in a passive form.

So what are you going to do about this?

　

　

　

Game Playing and Marketing Games Offer you a Unique Way to Entertain...



-- and sell at the same time!

Whilst experimenting with social networks, user-generated content and on line video,

marketers appear content to view games as little more than another

class advertising platform. The untapped potential of game

playing lies in their ability to tell stories, thereby more closely linking

brand benefits with game play and blurring the lines between brand and

entertainment. Games, properly structured, fundamentally alter the customers

perception to the presentation and content of your marketing messages thus

making the advertisements themselves a

source of meaningful information. Games allow Brands to become

engaging, and entertaining -- thereby providing something of value in exchange for attention.

Brands such as Persil, Birds Eye and Quaker Oats have relied on game playing to create

narratives that consumers want to be a part of. In the process, they've done

more than just break through the clutter, or better position themselves in

consumer's minds. Games remain one of the biggest untapped

opportunities for marketers, for the simple fact that they are, indeed, engaging

interactive and entertaining. Well-conceived games require users' active

attention and enable them to drive the story line as they experience a world

that can be entirely of a brand's making. Games represent a unique opportunity

for brands to be the entertainment rather than just sponsor it.

So what do original games get you? If you're Quaker Oats,

you get year-over-year double-digit sales growth, as well as a

marketing program that has generated significant

revenue. So what does this mean for marketers? It

demonstrates that there's a burgeoning mainstream audience increasingly

receptive to branded entertainment in the form of original episodic games and

willing to grant brands their attention in exchange for enjoyable

experiences. Games need to be implemented strategically.

As with any marketing approach, objectives and performance expectations for

game-based marketing need to be considered upfront. Here are some things to keep

in mind: A game tends to work best as a component of an integrated campaign

rather than an afterthought. Original episodic games can

counteract this imbalance by delivering a high level of play and replay value to

consumers while putting the brand at the center of the experience.

So does a brand need to be interesting or provocative in order to make a

good game? Absolutely not. All our examples show that basic games deployed and

used well were effective at making a low-involvement category more interesting

and engaging. And implemented properly, games could address many of the

challenges facing financial-services companies -- building involvement,

generating a prospect , creating a sense of community, even delivering a positive brand halo.