Godiva’s Box That Keeps Giving is lighting up the advertising trade press. The campaign is a valuable example of using the product to spur a habit. The habit here is food gifting.
I’m heading out to the MMA’s Round Table dinner in San Diego right now. These are some questions that Michael Becker, the Managing Director of the MMA, North America, sent before the event for the group to answer. I’m turning it in last minute, but here is my homework:
1. Messaging can take many forms from simple SMS to push notifications and many other forms, so how should marketers prioritize their efforts and build effective mobile engagement strategies?
Start with mobile search. For most marketers, it’s the least expensive and most data-rich place to get your feet wet. I would recommend making a list of questions that customers are typing into Google about your product. Then, choose the top 3 that they are likely searching for on mobile. Build mobile ad words campaigns around that. You’ll get a ton of data that you can use to learn more about your mobile customer, and it doesn’t have to be expensive.
At its best, advertising is story telling that sells a product or service. The story could be told through any number of channels, including online, tv, radio, outdoor, print, etc.
I use the term ‘story’ loosely. It doesn’t have to be a novel. The story could be told in one or two pictures. American Apparel is able to communicate quite a bit using only pictures.
The hero of the story should be the product or service that’s being sold. Notice how the polka dotted pants make the woman appear irresistibly sexy. Nice work, hero.
One of the questions that B2B customers are typing into Google on mobile is, “how much do [YOUR BRAND] products cost?”
What kind of results are they getting back? Chances are, the answer to their question is buried in a PDF document or some desktop formatted page–not easily accessible on mobile.
Imagine what that B2B viewer is doing when ask search for how much your products cost. They are probably at an airport, in a meeting in between meetings. And they want an answer quickly. My preference is to tell them right in Google AdWords. This is a real-life AdWords campaign for Review Report Card.
If your pricing isn’t as simple as Review Report Card, you can write the ad to explain generally how your pricing works. Is it priced per user? Consumption volume? For example, if you’re a Software company, your ad might read, “Price starts at $50 / user / month. Call for more details.”
Notice the Call button right on the ad. This is the Click to Call Ad Extension in Google AdWords. It’s an absolute necessity for B2B marketers, especially if your products are best explained by a salesperson.
Creative people don’t like being told what to do. They don’t like their work criticized. They’re typically iconoclasts, which is why they sought a career as a designer (copywriter, or whatever) in the first place.
That said, it’s still possible to nail the first draft without making them totally hate you.
Advertisers can use this pay-per-performance, grassroots model to pass out samples with little to no cash upfront.
Winning ads stimulate more than the intellect. Consider these two headlines.
February 1, 2010. I woke up as my friend shouted, “Oh my God. They stole everything.”
The new David Engel Ad Portfolio is out. Thank you to all the fantastic clients who gave these ideas a chance to be born.
March 29, 2010 – A young David Engel interviews himself about creativity, form and function in advertising.
David: So, what is an advertising inventor?
Engel: It’s my way of telling the world that I’m an advertising copywriter and inventor. Copywriters are known for creating beautiful, funny form. Inventors are fascinated with making things function better. My practice is to blend both form and function into my work.