marted, 16 luglio, 2013, 08:58 - Generale
Imagine this: Its your birthday. You check your email and see a message from your bank. Happy Birthday from Capital One 360! says the subject line.
Lots of businesses send out birthday greeting to their customers, often with coupons or free offers. Hey, maybe the bank is giving my savings account some extra interest!
Of course, thats not what banks do for birthdays. And while I appreciated the thought from Capital One, their birthday email got a couple of things wrong. If youre thinking of launching a birthday campaign, learn from this big brands mistakes.
First, One Thing They Got Right
Heres the whole email:
The one thing I like about it and have to give them props for? Their cheerful tone. Its cute and light without deviating from their brand. And its appropriate for a birthday wish.
Now, onto the not-so-good things.
Fail #1 The Video
Im a marketing nerd (you kind of have to be to blog about email marketing as your full-time job!). So I got kind of excited to see Capital One integrating video with their birthday wish. I was curious to see what theyd do.
I clicked the link and pressed play. I hadnt read the YouTube description yet. And an inspirational message about the importance of happiness unfurled across the screen, stop-motion style.
Okay, this is kind of cool. When do we get to the birthday part? Wait, we dont? Then I read the description:
This short video stems from our list of Savers Resolutions, where the number one resolution is: We will spend more time with the people in our lives who matter most and spend less money on things that really dont matter at all.
It wasnt a birthday video at all! Its just something they recycled from a previous campaign.
Now, Im all for repurposing content. But this is the wrong way to do it. At least edit the YouTube description with a Happy Birthday wish. Or upload a new version of the same video with We wish you happiness on your birthday, tacked on as the last frame. Give it something to make it relevant to my day!
Fail #2 So Impersonal
The second fail is probably worse than the first the sign-off. Enjoy many more, Saver.
Saver? Really? May I direct your attention to my first name in the opening? Clearly they know who I am.
This email would have been much better off with a personalized closing. Enjoy your day, Ruggero. There. Was that so hard?
Youre wishing me a happy birthday and my name isnt Saver.
Whats The Lesson?
Personal communication goes a long way in making your customers feel valued, especially in a birthday greeting.
There was nothing personal about this email, aside from the fact that my date of birth is in their system. Its not always just the thought that counts. A little personalization and a quick and simple tweak to their video would have saved this email.
What about you? Have you received a half-hearted birthday greeting from a company? Are you guilty of maybe sending something like this yourself? What did you learn from the experience?
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venerd, 12 luglio, 2013, 07:29 - Generale
Onrico e surreal este filme criado para promover a linha de relgios de mergulho da Swatch. A produo da Eye to Eye com direo de Liberato Maraia.
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gioved, 11 luglio, 2013, 12:44 - Generale
Ator est no pas gravando uma campanha para a marca que foi comprada pela Diageo em 2012
O astro americano John Travolta est no Brasil gravando uma campanha publicitria da marca de cachaa Ypica, a primeira desde que ela foi adquirida pela Diageo h cerca de um ano. A ao tem assinatura da DM9Rio e inclui comercial, mdia impressa, estratgia digital, BTL e iniciativas de PR. Ela entrar no ar no final de julho nas principais praas da marca.
O conceito que permear a campanha publicitria brasilizar, que significa tornar ou naturalizar brasileiro; brasilificar; abrasileirar. O comercial que integra a ao conta com produo da Sentimental Filmes e est sendo dirigido por Maurcio Guimares e Luciano Zuffo.
Alm da DM9Rio, a Ypica conta com outras trs agncias nesta campanha. A VML est responsvel pela estratgia digital, a ArtContrast assina as aes de BTL e a Luciana Branco Comunica est a frente das iniciativas de PR. O trabalho de planejamento foi realizado com a Box 1824.
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domenica, 30 giugno, 2013, 23:04 - Generale
Tara McConnell with QVC Program Host David Venable. McConnell spends roughly 10 hours on TV each month.
Tara McConnell never intended to be an entrepreneur. She was a college student with dreams of becoming a psychologist. And then an internship changed her life.
I was doing everything and anything, says McConnell of her time at Chester-based marketing firm Coordinated Strategic Alliances, which specializes in placing products on the home-shopping network QVC, located just down the road in Westchester. So when I graduated and wasnt quite ready to start the next leg of school to become a psychologist and the CEO asked me to stay for a year, I said okay.
10 years later McConnells moved from helping other brands onto the network to spending 10 hours a month on live TV selling her own product. Temp-tations, a line of do-it-all kitchenware that sold more than $2 million units in 2012 for a FORBES estimated $80 million in revenue. Sales have grown by more than 4,000% since the companys launchand given the format of television shopping, McConnells style of talking as directly to her customers as she would to her best friend is undeniably her secret weapon.
We picked Tara McConnells brain on an accidental journey towards owning her own business, how entrepreneurs can learn to better speak to their customers and why QVC and its competitors are an often-overlooked but mega-lucrative pathway to making a splash in retail.
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venerd, 28 giugno, 2013, 10:00 - Generale
The Committee of Advertising Practice (CAP) has today warned advertisers not to break its rules in ads linked to the Duke and Duchess of Cambridge's baby, due to be born in July.
CAP, which is responsible for writing UK advertising codes and offering advice, released guidelines stressing that any marketing around the future heir to the throne must adhere to its rules around privacy and misleading advertising.
The advice stated that members of the Royal Family should not be shown or mentioned in marketing without their prior permission.
The Royal arms or emblems cannot be used without prior permission from the Lord Chamberlains Office, and references to a Royal warrant should be checked with the Royal Warrant Holders Association.
Care should be taken that ads for royal baby souvenir products of which a plethora can be expected do not imply that they are official memorabilia.
The CAP guidance said: "Although general references to the royal birth are potentially acceptable, ads shouldnt go as far as claiming or implying that a particular product is endorsed by the Royal Family or that a product is affiliated to royal events when it is not."
There is speculation that the Duke and Duchess's first child is due on or around 12 July, although Buckingham Palace has not confirmed the date.
In October 2012, the Advertising Standards Authority upheld a complaint against an ad for a Prince William Royal Bridegroom Porcelain Doll, because the image was not an accurate representation of the product on sale.
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