An Intro to Three Weeks of Dedication

19Jan09

I love advertising.  I click through to Facebook ads I find to be catchy, I notice product placement in everyday places, and I love commercials so much, it’s possible my mom had TiVo built into her uterine walls.

Advertising, much like N*SYNC and grilled cheese dipped in ketchup, has been added to the list of things the majority of my friends used to like and now find repulsive.  As new job descriptions like brand strategist, innovation manager,  and product placer become more and more common, cutting through the clutter is a skill as marketable as being a toddler groupie-prodigy of the Black Eyed Peas.

Mostly spurred by the lack of blog dedication I’ve had in recent weeks, I’ve decided to start a series of thought organizing posts about the nature and effectiveness of what I like to call “Non-marketing”, the process by which the products and services of the future are going to reach potential users and what revenue models for this process may look like.  Twice weekly for the next three weeks, I’ll be updating with new thoughts, examples, and straight-from-the-inexperienced-marketing-student’s-mouth advice for navigating the treacherous world of advertising-wary, tech-savvy anti-consumers.

Clive Owen = successful marketing campaign?  I say yes.

Clive Owen = successful marketing campaign? I say yes.

Profit generation is all about getting bang for your buck.  The BMW films featured celebrities like Clive Owen, James Brown, and Madonna as well as directors like Guy Ritchie and John Woo, the salaries for which could not have been pulled from the petty cash fund.  This isn’t to mention the hundreds of BMWs that were used to within an inch of life and the high-quality production crew required to catch the stunts in full definition.  When all was said and done, the films dolled out $15 million for production alone and clocked in over 13 million views in only the first few months (back in spring 2001).

The question is: was it worth it?

On my college campus, our University Health Center sent representatives out this week to give away “Cold and Flu Packs” complete with tissues, Tylenol, a tea bag, and instructions for proper coughing etiquette.  Sharing a product with it’s proper recipient has never been more important in this sea of segmented markets and slippery consumers.  A Health Center rep holding a cold remedy in the face of a snotty, stuffed-up undergrad increases the value of the institution’s marketing currency: that cold pack holds infinitely more value to the intended consumer than a multi-million dollar branding effort for Ny-Quil on late night cable.

When it comes to consumers relating with brands and companies, the exchange rate for marketing currency fluctuates according to fit.  A real estate analyst checking out Ford or GM‘s social media branches will value different offerings than an informations specialist checking Ars Technica’s RSS feed for the lastest in tech news.

I hope the next few weeks will be enlightening, entertaining, and effectively executed.  And I promise that’ll be my last alliteration attempt.

Next post: The First Person Marketer and Video Games

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3 Responses to “An Intro to Three Weeks of Dedication”

  1. Whoa, a movie sold that many cars. Wow…how do we end up at agencies where we get to make movies?

    What is the difference between “whoa” and “wow”? I wish I could tell you.

  2. woah = something that catches you off guard or something someone says that makes sense…and never really clicked…but finally did and connects all the links…woah.

    wow = how exciting! not as much of being caught off guard, but has more of a thrill factor…like wow! I can’t believe that is real!

    What is the difference between wow with an exclamation point, and wow without one?

    wow

    wow!

    hmmm.

    hmmm!

    hmmm

    hmmm?

    ?

  3. 1. I unabashedly adore grilled cheese + ketchup

    2. In my OB rotation I will make sure to check for “a Tivo in the uterine wall”, But I’m pretty sure its an upgrade that few spring for.


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