Archive for the ‘Offline Marketing And Advertising’ Category

Marketers Try ‘Talk TV’ Ads to Drive Traffic

July 12th, 2008

What I’ll call “Talk TV” seems to be an emerging and sensibly low-risk medium for major brands to drive Web traffic via sports entertainment on the good ol’ tube. Read more…

Nestle Plays Ball with Online Video Contest

July 5th, 2008

We just published a Case Study about how eBillme ran an online video contest with extraordinary results. They got millions of YouTube views and gobs of media attention. Read more…

Humor Has Its Viral Place: But Tread Carefully

June 26th, 2008

Viral marketing is hard to nail down. It’s hardly a science, but there are recurring themes, like humor. Many successful viral campaigns are just friends sharing funny ads.

The problem is humor is hard, too. Jokes can walk a fine line between offensive and corny. And those are relative terms. Your audience decides if your ad is funny, stupid or appalling.

Read more…

Three Reasons for E-catalogs

June 10th, 2008

E-catalogs that are navigated with a ‘virtual thumb’ in the turn-the-page sense have been a hot topic among marketers for quite some time. Do they produce sales? Are they worth the effort? What’s the point of an e-catalog when you have ecommerce?

I have searched high and low for a data-based, Sherpa-worthy Case Study on this very subject. The fact is, proving e-catalog activity creates sales with rock-solid data is difficult. Marketers who think they work only want to talk estimates or anecdotally. Read more…

Promoting Online Video Contests — What Works

May 20th, 2008

After writing a Special Report and a Case Study about online video contests, it’s time to draw a few conclusions about what promotional tactics successfully drive them. Read more…

What’s Driving Growth of Consumer Product Placements?

May 8th, 2008

Coca Cola cups were displayed prominently in front of judges Randy, Paula and Simon during the last season of American Idol. It’s consumer product placement, of course, and it’s growing.

Some recent stats by Nielsen show the growth.  And it’s not tiny. Product placements grew 6% during the first quarter of 2008 alone. And product placement of the Top 10-featured brands on primetime network TV have grown by 52% so far this year when compared to last year.

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Test Before Putting Pedal to the Metal on Sponsorships

May 8th, 2008

So, you want to sponsor a NASCAR racing team? “Think big and start small,” says Bob Parsons, CEO and Founder, Go Daddy Group, Inc.

Parsons sponsors winners. He started in late 2006 as an associate sponsor of Danica Patrick, who recently made history by becoming the first woman to win an IndyCar race. Go Daddy later sponsored the Indianapolis 500 itself.

Now Parsons has moved into NASCAR by sponsoring another proven winner, Dale Earnhardt Jr. Earnhardt will drive a Go Daddy car in six nationally-televised races. That equals lots of TV time for Go Daddy.

Read more…