Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders.
Philip Kotler ~ Professor of International Marketing
If the circus is coming to town and you paint a sign saying “Circus Coming to the Fairground Saturday”, that’s advertising.
If you put the sign on the back of an elephant and walk it into town, that’s promotion.
If the elephant walks through the mayor’s flower bed, that’s publicity and if you get the mayor to laugh about it, that’s public relations.
If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.
And, if you planned the whole thing, that’s Marketing!
This is certainly going to be one of my favourite adverts of all time..
Nintendo have obviously done some sort of deal with YouTube to get this add to interact with the page so well. In this advert we see the video play whilst the page around it starts to shake and crumble. As the video progresses the page is completely destroyed and you can even play with the rubble afterwards.
This is a great example of taking advertising to the next level, admittedly Nintendo have a massive advertising budget but this is surely going to stick in people’s minds for a long time, and end up in a ton of inboxes around the world. Watch youtube crumble and fall as Warioland Shakes It about… Watch the Warioland Advert
Hello all, this post discusses the ‘hot new women’ advertising campaign recently conducted by the online dating company match.com. Two adverts, the work of US agency Hanft Raboy & Partners, have been broadcast on British TV that in my opinion are simply brilliant.
The campaign is obviously focused on increasing subscribers to the match.com online dating service, but its the way its been implemented by that is really clever.
Understanding the Market Research
Online dating has traditionally and still is a male orientated market, with the main challenge for companies being to continually generate female users.
So what have match.com done?
Match.com, having the resources and ability to implement television advertising campaigns have released a series of 2 adverts. Both adverts use a mixture of hard advertising techniques (such as attention grabing alarms and repetition) that is now common place with most website ads, however it is worth mentioning that these ads are no where near as annoying as the aging Moonpig adverts.
Advert 1 – Attention Men
The first advert uses large letters and a voice over to announce that men should pay attention because match.com has too many women. Further animations of women and hearts accompany the message that their previous efforts in advertising and attracting millions of women in the past have been successful and as a result they now have too many women on their site. I remember seeing this advert only once and it was while i was watching top gear on some blokey channel such as Dave or Bravo. It did catch my attention and i remember thinking at the time that it was cleverly targeted. But the penny really dropped when i saw the second advert…
Advert 2 – Attention Women
(I will update and include the second advert as soon as it becomes available.. does anyone have a link?)
Again the advert uses Large letters, animated megaphones and a voice-over to announce that women should pay attention but this time the advert refers to the previous TV ad, stating that, they previously ran an ad targeted at men and now have lots of new guys on their site.
The clever bit is, i have seen this ad 4 or 5 times now, continually on female orientated tv channels, so what initially seemed to be an out of sync male focused ad campaign, came full circle and now continually targets women.. nice twist..
In Conclusion… I thought this was a really clever concept and i like that even tho the ads use hard advertising techniques, they do feel conversational and almost real-time . I’m sure some people are gonna hate the ads but i think there should also be an appreciation for the thought and innovation that went into them :o)
Match.com seem to have made a step towards “Web 2.0” advertising where the TV adverts are communicating events and trends that are currently happening online on their website.