Win their Hearts & Success will Follow

In a world full of media messages and news, the task for any marketer nowadays is to successfully cut through all of the ‘noise’ and reach their customer. Many businesses used to believe that the main way to sell a product or service was to create long fancy names alongside complicated terminology, and the customer would fall at their feet begging to buy the new product or service. Now whether that worked for a time is debatable, but to operate like that in today’s marketplace is suicide!

Customers don’t want to be preached at, they want to be romanced & feel special! The task for the marketer nowadays is to communicate with the customer and KEEP that connection fresh and up-to-date. It’s not all about selling selling selling, the focus has turned now to creating good quality customer relationships to allow the customer to fall in love with the brand/company. Once they are hooked onto the brand then they become advocates of the brand, and encourage others they know to use the product or services (which is a valuable tool for any company!). So how do we do this?

Well it’s all about passion. The brand needs to have passion for what they are doing and create their own buzz around themselves. A good way to do this is the creation of promotions or ad campaigns that create a talking point to get people excited about the brand and what is being sold. It’s all about enthusiasm, passion and genuine belief in the product or service. After all if you don’t like believe in the product, why would anyone else?!

These regular promotions and forms of communication with the customer (this needs to be unrelated to selling at times to ensure the customer feels appreciated and cared for by the brand, and not used purely as a money making tool) will keep the brand appear interesting and valid in people’s lives. If there is no enthusiasm or activity a brand can go stale and once customers lose interest they are ever so hard to win back!! So keep professional but do so in a passionate and enthusiastic way!!

Have a wonderful day,

Emma

Adding a New Dimension to Marketing

Now today I have brought you a new World Cup themed ad campaign with a unique difference…

I’d like to introduce you to Sony’s 3D TV ad campaign that will grace our screens 11 June. The ad is scheduled to coincide with the with the World Cup’s opening match between South Africa & Mexico, conveniently the Sony 3D TV’s will go on sale the day after! (12 June). This is an excellent example of how to best plan your timing, to enhance the impact of the ad message. The product now serves a purpose other than replacing an old TV, it will give the viewer the best World Cup experience! (well that is at least what Sony hopes you believe)

The TV campaign, created by ad agency Anomaly, displays a number of striking clips in between a football game being played. The montage of strong, punchy images creates a dramatic and interesting experience for the viewer, which subconsciously stirs emotions felt during a football game (such as the heighted intensity when a goal is to be scored, the intense interest when a pivotal tackle is happening etc.). The ad is shot in a fuzzy ‘fake 3D’ to generate more interest into the new Sony 3D TV product range. During the ad Sony tells the viewer “not to adjust your set” and suggests that “maybe it’s time to buy a 3D TV” – A very witty & humourous message, that is also very to the point!

I think that this ad will be very effective at capturing the target audience’s attention. I believe that a lot of men, in particular, will watch the ad and feel very excited about the games that are to follow. This excitment is likely to lead them on to buy a new 3D TV, as they will not want to feel deflated at the prospect of watching the World Cup on a normal 2D screen, after Sony has told them all about the potential of 3D TV! This type of advertising focuses heavily on making the new upgrade seem very eletist, similar to Sky’s HD, suggesting that you are missing out if you do not have the latest advance in technology.

To get a sneak peak of this new ad simply follow the link below to Media Guardian:

http://www.guardian.co.uk/media/video/2010/may/21/sony-3d-tv-ad

Have a wonderful day,

Emma

Why Technology Reuse fails

Today, a lot of stress is on code reuse, in the IT industry. In fact, the industry is thriving on the same. The problem is every business requirements have its very own set of specific needs which often are not met with by using standardized software packages and code modules, besides other barriers to success.  Ideally software should be designed to complement and automate business processes. But since this becomes costly, modules and packages are standardized and IT business analysts try to fit the standard things to all problem domains. The net result is mayhem and chaos.

In theory, organizations should recognize the value of systematic reuse of internal assets and reward internal reuse efforts. In practice, many factors act as barriers to success in technology reuse. Software reuse often fails for the following reasons:

  • Organizational impediments: In house developing of software systematically, to create reusable software assets requires a deep understanding of application developer needs and business requirements. As the organization size grows, coordination problems are often a major challenge.
  • Business need impediments: Similar business units within the same organization often have different needs which are not always apparent. Trying to force fit the same solution to different problems is a sure recipe for chaos.
  • Economic impediments: Supporting the development of reusable technology requires an economic investment, and often IT teams operate as cost-centers and thus their priorities are ignored.
  • Administrative impediments: It is hard to document reusable technology properly for usage across multiple business units within large organizations, although the same may be reusable in the smaller business units. Hence business units may end
  • Political impediments: The teams that develop reusable technology are often viewed with suspicion by the rest of the technology team, as they may no longer be empowered to make key architectural decisions. In group rivalry is also a major barrier to the development of reusable technology.
  • Psychological impediments: Application developers often feel “top down” reuse efforts as an indication that management lacks confidence in their technical abilities and an insult to their capabilities.

Work, Rest, Play for England!

As promised I have another World Cup themed ad campaign to show you…

Last October it was announced that Mars would have a five-year partnership with the Football Association. So following this news Mars has teamed up with ad agency AMV BBDO, to bring the nation a TV campaign with a definite football feel.

The TV campaign features John Barnes, an England footballer, rapping to New Order’s World In Motion. The ad is very upbeat, with plenty of energy & humour. The ad instantly brings a smile to my face & I’m sure there are thousands of like minded viewers who feel the same!

The ad begins with a guy laying in the sunshine listening to some cheerful music on his stereo.  He is then interupted by John Barnes who is carrying a Mars cassette & begins to rap to the music. There is plenty of green grass & beautiful weather in the ad to give it a happy, summery feel. This happy feeling continues when Barnes begins to dance to the music in a very humourous way! When Barnes begins to dance & rap to the music the viewer is glued to the screen, which allows Mars to effectively deliver their football message.

All the different elements within the ad are thought through, to ensure that once all the parts are combined together (i.e. the slightly dated music & clothing, lots of smiling etc.) the product is a very light-hearted and care-free campaign. It is also great to note that, during the ad the viewer can see many people wearing football clothing, and the colours chosen for the extras in the background follow with the white & red on the English flag. The fabulous thing about these extras is that they were the winners of a competition Mars ran earlier this year to appear in the TV ad campaign. I think that this ad is brilliant, and not only is the ad viewable of the TV screen, there is also an extended version available to view online at www.marsbar.co.uk!

Mars has demonstrated what a well thought through ad looks like, it is extremely clever, really fun & encourages everyone, even those not so keen on the sport, to get involved with the World Cup & support the English team!

More World Cup campaigns will be coming your way soon…

Have a wonderful day,

Emma

FIFA 2010 the other side

Madness. That’s the only word to describe FIFA World Cup 2010 South Africa. Making the headlines have been the big strikers, players who in days will become larger than life personalities & coaches with their strategy. All of a sudden football fanatics have left hearing Pink Floyd or Metallica and drudging themselves downloading the Kaans football song. From T-shirts of once favorite footballer to wrist bands and bandanas. People debating their hearts out over football statistics. Its all happening here. When wise men proclaim of football being the religion I can evidentially understand why.

The world cup for the first time is being hosted on African soil. More reason for South Africa to rejoice over Morocco & Egypt who also were in the run to host the world cup. But lets look at the other side of this entire event. The side less talked about, the economic side.

FIFA 2010 the other side

In choosing South Africa to bring the World Cup to Africa for the first time, FIFA was not only looking at what the country already offers – world class transport, telecommunications, tourism and sporting infrastructure, and people renowned for their passion and hospitality. They were looking ahead.

South Africa is reported spending in the tunes of R5 billion on building and renovating the ten stadiums where the games are to be staged and R5.2 billion on airport up gradation and R3.5 billion on improvement on road and rail network. The country has also put in significant efforts to ensure that the Gautrain, a high- speed rail link between Johannesburg, Pretoria and Johannesburg International Airport is completed.

Consulting reports speculate that the World Cup will inject approximately R21.3 billion into the South African economy, while generating as estimated R12.7 billion in direct spending and create an estimated 159000 new jobs. This sure is to do South Africa more good than just for the game.

With the estimated 3 million visitors for the tournament, the tourism industry will be on a all time high. This apart all the infrastructural developments carried on are benefiting the various constructions and engineering companies in the region. They all will get a slice of the cake.

The huge injection in the economy has been good but what is more meaning full is the indirect benefits that the region will experience. This will help in a sustainable economic lift in subsequent years. This event will change the perception that a large number of foreign investors hold of South Africa and Africa as a whole. This event will not only contribute hugely to South African socio economic growth, but to the development of the continent as a whole.

This merely is not just going to a sporting event where 90 minutes decide the fate of a team. Where impulse run high, adrenaline starts pumping when at the last minute the striker takes a shot at the goal. Beyond all this high tension entertainment that will merely last for 1 month is a strong economic connotation. It is a way to bring economic prosperity to a country or more so a continent as a whole that has been neglected for ages now.

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