Ever wondered how ratings for your favourite broadcast shows and the future of advertising relate? Well, it appears they are quite closely intertwined! TV watchers are already becoming less and less tolerant of advertisements. Just shy of 90% of TV viewers claim to skip ads. With broadcast ratings reaching their tail end, you need to wonder whether this medium will be completely obliterated.
Online Brands digresses saying, "Media sellers still place high value in “primetime” TV slots, with an advertising slot during Shortland Street being approximately $15,000. But perhaps in the future this value will continue to decrease if broadcast ratings follow a pattern similar to America’s. Possibly one day smaller businesses will purchase TV advertising slots as they are cheap with little reach. Bigger corporations might focus on digital media and product placements during shows. Some shows may become an entirely sponsored 30 minute advertisement. Disguised as entertainment of course."
Read more here: http://onlinebrands.co.nz/423/broadcast-ratings-continue-tumble-future-advertising/
Friday 20 February 2015
Sunday 1 February 2015
IKEA's New Technology Boasts Everlasting Battery Life, No Lag and HD Content
In IKEA's new commercial, the furniture and appliance giant puts Apple to shame in both the technology promoted and the clever style of advertising. Following the style of most Apple adverts, this promotion sells the consumer of a Bookbook - not an ebook or a digital book but a physical catalogue.
To further pitch the catlogue, IKEA positioned itself as a utiltraian. The narrator claimed, "Technology this life enhancing should be in the hands of everyone... So that is why this catalogue is free."
Read more and watch the advert here: http://onlinebrands.co.nz/2014/09/16/ikea-comically-pitches-print-catalogue/
To further pitch the catlogue, IKEA positioned itself as a utiltraian. The narrator claimed, "Technology this life enhancing should be in the hands of everyone... So that is why this catalogue is free."
Read more and watch the advert here: http://onlinebrands.co.nz/2014/09/16/ikea-comically-pitches-print-catalogue/
Tuesday 4 November 2014
Organic Food Snobs McLovin' It!
It appears branding is all in the eye of the beholder. Two guys decided to put this to the test - and by test i mean taste test. The duo sliced and diced McDonalds burgers to give on a platter to wouldbe connoisseurs to determine what they thought about this "organic delight."
"The experts cut up regular fish fillet burgers, chicken burgers and other meals into small slithers to be served on a plateau. A muffin was enhanced with the delicacy of BBQ sauce. One expert even claimed his sliver of a fish burger “Tastes like cod… rolls around the tongue nicely, if it were wine I’d say it’s fine.”
Possibly the best reactions were when supposed experts were asked to compare their delicacy to the unrefined taste of McDonalds. One connoisseur said “It definitely tastes a lot better, and the fact that it’s organic is definitely a good thing. The taste is a lot richer.” Another connoisseur applauded how pure the food tasted when compared to salty McDonald’s meals.
Cedrique stated at the end that he learned “If you tell people something is organic, they will automatically believe it is organic!” Although the issue runs a little deeper than that. McDonalds has tried selling it’s meals and burgers as sourced from organic ingredients however people are skeptical."
"The experts cut up regular fish fillet burgers, chicken burgers and other meals into small slithers to be served on a plateau. A muffin was enhanced with the delicacy of BBQ sauce. One expert even claimed his sliver of a fish burger “Tastes like cod… rolls around the tongue nicely, if it were wine I’d say it’s fine.”
Possibly the best reactions were when supposed experts were asked to compare their delicacy to the unrefined taste of McDonalds. One connoisseur said “It definitely tastes a lot better, and the fact that it’s organic is definitely a good thing. The taste is a lot richer.” Another connoisseur applauded how pure the food tasted when compared to salty McDonald’s meals.
Cedrique stated at the end that he learned “If you tell people something is organic, they will automatically believe it is organic!” Although the issue runs a little deeper than that. McDonalds has tried selling it’s meals and burgers as sourced from organic ingredients however people are skeptical."
Information sliced, diced and served on a platter from Online Brands
Friday 31 October 2014
Using Innovation to Reinvent and Outperform Existing Products
It is difficult to always be the first in line – especially when it comes to the new product line. Most businesses find themselves in an already saturated market. They need to fight-to-the-death to win over customers and beat competitors. And when your product seems hardly differentiated from your competitors, this is even more challenging! How do you succeed in this market?
Innovation is the key. While these products have existed for decades they are hardly true to their original form and technologies. While these enhancements are interesting to be seen on a larger scale, it is also fascinating to see improvements to smaller products.
Take for example a plain tennis ball. If tasked with trying to enhance a tennis ball, most people would be stumped. While not perfect, it is difficult for the untrained eye to see any way a tennis ball could be improved. But apparently there is a massive improvement that can be made, one that really does reinvent and outperform the existing good.
Tennis players may complain that regular tennis balls quickly lose their bounce after being taken out of the pressurised tube. And once out it was a steady and irreversible roll away from playability. But Pressureball, experts in restoring and maintaining bounce, made a tennis ball pressuriser to ensure tennis balls never lose their bounce. It can also be used to restore old tennis balls bounce! Compared with having to restock tennis balls every time they lose bounce, this company evidently used innovation to outperform existing products.
Take for example a plain tennis ball. If tasked with trying to enhance a tennis ball, most people would be stumped. While not perfect, it is difficult for the untrained eye to see any way a tennis ball could be improved. But apparently there is a massive improvement that can be made, one that really does reinvent and outperform the existing good.
Tennis players may complain that regular tennis balls quickly lose their bounce after being taken out of the pressurised tube. And once out it was a steady and irreversible roll away from playability. But Pressureball, experts in restoring and maintaining bounce, made a tennis ball pressuriser to ensure tennis balls never lose their bounce. It can also be used to restore old tennis balls bounce! Compared with having to restock tennis balls every time they lose bounce, this company evidently used innovation to outperform existing products.
This innovative article was curated from Online Brands.
Monday 27 October 2014
iPhone 6 Dumped in Beer!
No, the man who did this did not think his iPhone 6 looked thirsty. No, he is not an Apple hating extremist. And no, he is not mad. Or at least not entirely mad.
At first you think it’s another iPhone hater wasting money to show his disgust in all things Apple. But then this stupid stunt turns into a brilliant product demonstration for Reviveaphone.This guy has travelled to Australia just to prove a point. He bought some Apple enthusiasts front line spot to get the first phone. If the Reviveaphone was faulty then all of this would be for nothing.
But the phone lights up and works as it should. Leaving the 330,000 viewers interested in this product and amazed at the impressive product demonstration. No plain informercial would have the same reach or impact as this advertisement. It proves that product demonstration shouldn’t be limited to the mundane. And it proves it’s not flying around the world to dump a new phone in beer might not be as insane as it sounds!
At first you think it’s another iPhone hater wasting money to show his disgust in all things Apple. But then this stupid stunt turns into a brilliant product demonstration for Reviveaphone.This guy has travelled to Australia just to prove a point. He bought some Apple enthusiasts front line spot to get the first phone. If the Reviveaphone was faulty then all of this would be for nothing.
But the phone lights up and works as it should. Leaving the 330,000 viewers interested in this product and amazed at the impressive product demonstration. No plain informercial would have the same reach or impact as this advertisement. It proves that product demonstration shouldn’t be limited to the mundane. And it proves it’s not flying around the world to dump a new phone in beer might not be as insane as it sounds!
Shop Till You Drop With Disappearing Floor
North Face in South Korea decided to take "shop till you drop" to a whole new level! In this retail stunt, shoppers were left on their own as the floor started moving below their feet. The only direction left was up.
As staff pull a leaver, the floor begins sliding away as shoppers have no choice but to grab onto the rock climbing walls or jump onto the mattress. A screen appears with the challenge climbing to the roof and jumping to catch a free jacket. Watch the video to see how participants manage:
As staff pull a leaver, the floor begins sliding away as shoppers have no choice but to grab onto the rock climbing walls or jump onto the mattress. A screen appears with the challenge climbing to the roof and jumping to catch a free jacket. Watch the video to see how participants manage:
https://www.youtube.com/watch?v=g7CRMrR24Mo
Tuesday 21 October 2014
Tricks Of the Trade For Marketing Trades
While you can market trades in the same way you would market products, a line does need to be drawn. The best chance service companies have is to focus on their benefits, tangible outcomes and company differentiation.
Benefits of the Service
Similar to product marketing, when trying to sell a service one needs to look beyond the service itself. While you may believe you are in the hairdressing industry, to the consumer you are in the social and self esteem industry. While you may believe you are in the building industry, one again to the consumer you are in the safety, comfort and aesthetics industry.Take for example this company that sells and installs heat pumps in Hamilton. They do not manufacture heat pumps, rather they sell and install them. It is easy to see the marketing challenge that arises- if the company puts too much focus on just the heat pumps, consumers will be more sold on the brand rather than the service. Goldstar Heat Pumps solved this by targetting communications to both the product and the service provided.
Tangible Outcomes
When analysing service benefits, it is easier to target your marketing promotions. This is because benefits often relate to tangible outcomes. While businesses may prefer to showcase their employees working hard laying bricks or cleaning cars, consumers are often more interested in seeing the tangible result. Take for example this Waikato renovations company Roger Ramsey Building. They are displaying the houses built rather than the tradies labouring away.Company Differentiation
This is another time where the service sector has the marketing upper hand. When marketing products, companies must put a lot of effort into fostering brand loyalty. But at the end of the day, most consumers accept that an apple is an apple. Whereas with services, companies can zone in on what makes their company unique. Because of the human aspect, services can differ greatly between companies. This allows companies to have a strong selling point on what makes them unique.Information hacked from Online Brands.
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