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Social Networking Conference

July 10, San Fran - Steve Ennen will be speaking on Enterprise Social Networks and Mobile

AlwaysOn Summit at Stanford

July 22-24, Palo Alto - Dan Miller presents NA as one of the most promising companies in the global tech industry

Coffee & Clarity

July 28, Boston - NA hosts fact-filled 90 minute breakfast seminar to bring clarity to social media strategies

5 Things to Know to Get Customers to Your Online Community...and Keep Them There Download

Passing the Mic: How ampifying the voice of the consumer can add value to your organization Download

shelli's Blog: Pay Per Match

Subscribe to shelli's recent posts

Will Work For Fun...

And now a word from those “creative” people, who put up quirky pictures and jokes around their cubicles.

Creative Services can’t complain. We’re lucky that we get to write and design for clients everyday – something we love. But secretly all creatives want a chance to be purely, um… creative. You know that fluffy stuff you submit to award festivals.

So when IMG gave us carte blanche to create an ad campaign to promote their new user site, we were all a tingle.

In a traditional agency, two creative teams (an art director & copy writer) would come up with a handful of concepts and the Creative Director awards the job to the team with the best concept.

IMG Tennis Ad

In our case, we asked three of our designers (Josue, Dave & Lauren) to come up with their own unique ideas.

The entire department pitched in and in true agency fashion, we spent after hours cutting, mounting, laying out and getting a little high on spray glue in the hallway.

And the results (17 of them!) were so impressive the client couldn’t choose one. So we selected four that had a similar tone and then re-styled them to complement each other.

What we ended up with was a series of 4 ads that I would be proud to show off to any traditional agency. In addition to the 'Showing Off is Encouraged' ad above, we invite you to browse the portfolio links below:

For those of us who eat sleep and breathe tennis...

Take your game to the net...

Even when you're done playing, you can still PLAY...

We executed a campaign of flyers, web ads, print ads, email blasts and a life size banner on property. It may have been productive and all that, but really… we just had a ball.

Posted: 7/8/2008 5:35:52 PM Total Comments: 3

Pay Per Match

(the next ad model)

Thirteen years ago, I attended a company event with over sixty of my fellow Marketing Department employees for our annual pep rally, disguised as a summer picnic. The VP of Marketing excitedly handed out t-shirts, with this simple phrase…

one:one marketing

It was his new mission and, undoubtedly, the catchphrase du jour from a conference he had just attended. The next thing in marketing thinking. Only as far as I could see, nothing changed. Not in the company, not in the industry, not in the way marketers interacted in the world.

We could all see the Why: a crowded marketplace and an audience of shrinking attention spans. We could also see the What: hit only the target audience, at just the right time, with the most relevant message. But the How has alluded advertisers for decades.

Case in point:

I shop at a national cosmetics retailer, regularly. I signed up for a vague membership and gave them my address and phone number. But I have yet to see them use this in any way. Among other things, I buy the same staple products every month. And whether I spend $10 or $400 (yes, I have spent $400 on make-up and shampoo in one shot), I get the same flyer with the same $3.50 coupon every month. In fact, the product I purchase most often, sponsored a special event in store and they never told me. This retailer, while I will continue to shop there on occasion for convenience, keeps losing my sale to other retailers who happen to hit me at the right time with the right offer.

Imagine if they had asked me what I like and when and where I want to buy it and then… wait for it… wait for it… they sent me offers based on that profile?

Consumers don’t hate ads. Consumers hate disruptive ads that aren’t relevant to them.

With current and impending technology, we have the ability to match consumers to the products and services that are relevant to them. Which means, we can form an ad model where we pay only for each match. That’s Pay Per Match!

Imagine… every ad dollar spent goes directly to a consumer who is pre-disposed to buy what you’re offering. Thirteen years later, I can sense it looming. Madison Ave is starting to get it. You can feel the groundswell of the ad world like the grumble of a coming subway.

It’s not bigger ad spending. It’s smarter ad spending.

Posted: 4/25/2008 11:53:57 AM Total Comments: 2

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