Can you write in a compelling fashion? Are you able to persuade your marketing prospects with your prose?
In many marketing and sales professions, being able to write well gives you a significant edge over others.
Wordsmiths are highly valued in most organisations – especially if your words can magically transform complex and arcane concepts into attractive ideas exhibiting Zen-like simplicity.
Wonder why you are perpetually tethered to your smartphone, refusing to put it down even when your kids are yelling at you?
Or started eating that tub of delicious Haagen Dazs ice cream, and couldn’t stop until it’s all gone.
Perhaps you’ve got a 10 year old boy who nagged you incessantly about getting him that latest Play Station Portable (PSP) which all his friends in school have.
As I was reading my copy of the daily newspaper yesterday (yes, my family and I are still traditional newspaper readers), a colourful brochure with coupons popped out. As I glanced through its content, I couldn’t help noticing this promotional message which appeared to be a wee bit ironic in my view:
For a start, using a glossy, printed coupon and distributing it on a large scale hardly counts as being environmentally friendly. Free canvas or drawstring bag giveaways are also so common that many of us have more “recyclable” bags than we’ll ever use in our lifetimes. This begs the question of whether these are truly as resource friendly as they claim or just another premium item.
Came across this really cool Nike commercial which was made in Australia. As somebody who loves to go for hour long runs of between 10 km to 12 km each, I can empathise with the agony faced by the guy in whether he can or cannot go on. While the title of the ad is Reincarnate, I thought that the way the man behaved in the advertisement bore a remarkable resemblance to a character popularised by a leading fantasy film.
Would anybody hazard a guess who I am referring to? And yes, like the earlier series of viral commercials by Burger King, parody does work sometimes.
In the hyper-competitive world of marketing and sales, it isn’t sufficient just to push out an ad or a sales letter and hope and pray for a response.
Consumers and corporate buyers are increasingly spoilt for choice, and selling based on price alone is not sustainable in the long haul.
Spotted this standee somewhere at People’s Park Complex recently. I wonder how the English teacher of the guy/girl who has copywritten this must feel.
If you are a potential customer of this business – which is a possibility since the advertisement proclaims that anybody from 1 to 70 can be their client – would you be convinced by this advertising message?
What should companies do in a recession? Should they cut back on their advertising expenses or use the opportunity to build their brands like what P&G would do?
I found out the answers to the above and more at the recent CEO Power Breakfast hosted by the Institute of Advertising Singapore and Moove Media. Held at the pristine Shangri-La Hotel, the panel discussion featured three top marketers in Singapore: Mr Terry O’Connor, CEO of Courts Singapore, Mr Quek Peck Leng, CEO of Singtel Mobile and Exec Vice President (Consumer) of Singtel, and Ms Isabelle Svartstein-Bourjade, General Manager of L’Oreal. The moderator was Ms Goh Shu Fen, Principal of R3 Asia Pacific.
Is humour in advertising overrated? Or a fundamental element of attracting customers to your brand? Well, it depends on how they are applied.
Anybody who has watched the following VISA commercials would agree that they are highly entertaining yet memorable. It helps that they have a sterling cast and a certain style which makes them unmistakably VISA.
An example is this one with Catherine Zeta-Jones…
As I was going home last night, I spotted this slip of paper under my door. I think it can easily qualify as the most dodgy looking piece of marketing material ever conceived by mankind.
PS – The wet spot on the right isn’t purposefully created to add to the filth. Rather it was created by me resting my wine glass on this direct mailer.
While reading Vivienne’s post on high and mighty advertising agencies, I reflected upon my own years of experience in dealing with agencies both big and small. Yes, there has been lots of blood, sweat (often cold), and tears throughout the process. However, you do also encounter gems in the business and artwork plus copy that makes you smile.
As a client, how does one ensure that a Return On Marketing (ROM) is achieved without stifling the creativity and effectiveness of one’s hired advertising help? Here are some ideas to start the ball rolling: