By St John Craner
Advertising.Scoop.co.nz
Here are my marketing chumps and champs for the year just gone. Supreme Chump: Telecom for best cosmetic makeover sold as organisational change, Supreme Champ: Air New Zealand for best marketing innovator without the use of a big flash, wanky TV ad. Worthy mentions include Charities for more front line, less back office…
By Phil Bilbrough
Advertising.Scoop.co.nz
Where should you take a good idea? When should you let it go?
Years ago I took the first of one of many creative writing courses. The tutor was Sue McCauley (writer of the Other Halves) and she was great and cool. I can’t remember much about the course except (and please don’t quote me quoting her), “Know what your characters did”, and “You don’t get so many ideas when you get older.” Read more »
By St John Craner
Advertising.Scoop.co.nz
So Telecom and ANZ have just spent the GDP of a small pacific nation on each of their new fancy logos or what we call in the trade – their brands. Would their shareholders feel these ‘re-brands’ add value or secure a return on investment? Will these visual changes pay handsome dividends? Wouldn’t they prefer the thousands of dollars it took a
over-paid, flash harry design agency to be spent on something more tangible? How about spending that money securing jobs (vs. laying them off) or how about improving their woeful customer banking or broadband services? Read more »
By Phil Bilbrough
Advertising.Scoop.co.nz
Some time ago, a time before Twitter (ATBT), I presented my predictions for the online future. I believed that social networking sites would offer loyalty schemes to retain their audiences, that Sky TV would go online, that TV advertising would come under serious stress, that Google would take over the world, that we would lose a large newspaper, and that Micheal Jackson would would become the world’s oldest pop star. Read more »
Its Forest & Bird’s “Bird of the Year” and I’m campaign manager for the sensational Kakariki. Check out why I think that the Kakariki is so cool here.
Its time to vote, go to www.forestandbird.org.nz/poll scroll down the page (way past the Kea) and vote Kakariki for New Zealand’s Bird of the Year 2009.
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Phil Bilbrough is a freelance online advertising specialist who has recently begun blogging on the subject for Scoop at Advertising.scoop.co.nz. He can be contacted at phil@bilbrough.com.
By St John Craner
Advertising.Scoop.co.nz
I am astounded by the number of companies who ignore how they’re perceived. Are you the same or are you being delusional because the truth might hurt? Knowing how you’re perceived by your market is absolutely vital. If you’re not self-aware you won’t know how to relate to how customers. And if you can’t relate to them, they won’t buy. Read more »
By Phil Bilbrough
Advertising.Scoop.co.nz
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YouTube is my kind of deal. For me it is more my space than MySpace ever was. Broadcast Myself? On no.
YouTube (need I write this?) is a social networking site based on digital material and an online platform for delivering video to other sites. It’s great, and a site whose importance stretches beyond its own URL. Read more »
By St John Craner
Advertising.Scoop.co.nz
We’re now witnessing the lowest form of marketing intelligence: sales (check out Lambton Quay – if you can get past the For Lease signs). It’s a bit like the sales rep that can only make his monthly sales target by dropping his price. What they’ve both forgotten is that they’re selling a price point, not the value of their product or service. They’re also setting an expectation… Read more »
By Phil Bilbrough
Advertising.Scoop.co.nz
tpuzkg6h3v
What are cars doing online? I mean you can’t take them for a drive. You can’t get inside, smell the new car smell, push the new buttons, rev the gauge into red, you can’t hold the wheel and rub your shoulder blades and buttocks against the new seat. You can’t open the ash tray and glide it shut, and you can’t slam the car door and hear that thump of quality. Read more »
By Phil Bilbrough
Advertising.Scoop.co.nz
tpuzkg6h3v
I signed-up for Twitter in April 2006, whendidyoujointwitter.com, probably one of the first 5 milllion, yet did nothing with it for 3 years. My registration did give me the cred to say, “Yeah Twitter. I’m all over it.”
And I’m all over MySpace and YouTube and Facebook and LinkedIn and TribeHQ. Read more »
Phil Bilbrough
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