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Recently, I received a “thank you” from ATT in the mail. It was a $10 Starbucks gift card. A nice thought, I remember thinking, and set it to the side. A week or so later, I grabbed it to head out to Starbucks and realized they hadn’t actually sent the gift card. I had to call ATT, let them thank me in person, and then I would be given the card.
It was beginning to seem like less of a thank you. But it really went downhill when I picked up the phone. I had to go through a series of prompts, and I was then put on hold for several minutes. I found myself thinking what a lousy advertising promotion this was. And who was responsible? What were they thinking? Anyone who deals with ATT already knows that their customer service is terrible. Why would they want to highlight that? Why take a customer who is otherwise doing well and put them through a miserable phone experience?
When the representative came on the line, she thanked me for being a customer for so many years and asked if I would prefer to have the coupon emailed or sent by mail? Well, email of course – then I could use it before I forgot about it. Which is when she told me the email would take 6 weeks. Mail would take 12. It doesn’t get any worse than this, does it?
There are a lot of lessons here. Make sure you have clear goals with your promotions. Know your product well, along with its negatives. And never, ever highlight your negatives. Certainly don’t shove your customer’s face in them.
In a recent meeting, a client asked about creating an app. He had seen a competitor offer an app, and therefore wondered if his company should have one, too.
At the end of the day, an app is no different than any other tool in your advertising toolbox – whether it’s traditional media, a digital advertising campaign, website retargeting, etc. You first have to look at your goals, as well as your budget.
The digital age has taken its toll on mass media vehicles, to say the least. Newspaper and magazine readership is down significantly. Radio stations are struggling for revenues. And many marketers have been wondering about TV advertising with so many DVRs in play, as well as competitors like NetFlix. But this year, the broadcast media has some good news. Due to new technology available soon, TVs will be able to capture what audiences are watching, and relay it to advertisers via the web, opening doors to new ad revenues.
Swiss inventor Georga deMestral first registered the trademark for Velcro 55 years ago. And of course, we all know it became the biggest breakthrough material in clothing since the zipper. Since then, it’s used by manufacturers to hold various items together, and the world has accepted its place in every day life. So how do you breathe new life into a brand like this?
News of the Omnicom-Publicis rumor got me to thinking of my big-agency days. I spent many years as Creative Director of a large international agency and oh, it did have its perks. There were enormous budgets for TV commercials. And fancy hotels. And limousines. There were nice benefit packages and pension plans.
For many advertisers, search is an important part of their marketing budget. For instance, if you’re a mortgage company, you can be sure more than 50% of your target audience is using the web to search for their next mortgage. If you want to be on their list, you have two choices — paid search or SEO.
Often, advertising agencies will take on pro bono accounts to show off their creativity. After all, the subject matter allows for a lot of emotion, and the agency is typically given carte blanche when they are working for free. That’s why it’s so nice to read a story about how an ad agency responded in a real emergency.