Warning: this post was published in Cooking Ideas, a blog designed to power Vodafone in mind that I work every week.
Shouting "advertising is dead," the evangelizing of networks Social sell us wonderfully of the revolution that will change the world. Companies no longer can sell their products advertised, as consumers have taken control and we decide. Or tell us about you to you, or you're not brand to me.
Let me hesitate, as I have done before. I am the first to utilize the potential of this type of communication, but see it more as a new medium (in a more generic it would be internet) that a new marketing. To develop a new marketing, I think that you should first develop a new society. Even new human beings.
Blogs, Social Networking, Experiential Marketing ... Is advertising!
Before starting, let me make it clear that work on campaigns and actions of this type for various clients, I believe in them, and understand that as any particular medium has its particularities and specific techniques. That said, I do not think they kill advertising, or think they are just new forms of advertising. ie to take advantage of it, I think very wise to recall some of its basic principles.
If you are advertising, think I'm stupid. But this is one of the issues. I have reviewed the records of some of those who make the most noise in this the new marketing (Do not call gurus, or say their names) and realize that many of them come from the technical world of the subject. Specialists in Information Systems, Telecommunications Engineers ... to biologists, and do not look at anyone.
To be ironic, as if the engineer who designed an operating table suddenly discovered what the surgery. We, a priori, rather than a surgeon design their stretcher after running a thousand times and know what it going, not backwards, and yet surely need the help of specialists in the field.
Thus, we a good number of engineers and "developers" discovering how people behave using their toys. I suppose they are the most empathy with, because I still remember a web developer that just two years ago told me "if your client is wrong to fill the page of the database is that it is subnormal" when I asked him to fix a form that bore the fields one by one and had to start again every time you made a mistake ...
But that was a story, of course. In fact, anyone who engages in creating web sites today, knows he has to be 2.0, and that usability is the starting point, and what users do with it, an end. The user decides ... right?
Therefore, except in rare exceptions, I recall that what customers want, is to sell. And see that I am heavy, but to sell advertising was invented. And long ago. So when I read and hear the evangelists of new marketing to tell the secrets and tricks they use, twist your mouth and say ... "I've heard that before."
In 1963, David Ogilvy wrote "Confessions of an Advertising." Imagine, how far is the American Society of the sixties of our own. Best said. The society of the 50, as Ogilvy wrote that book about his experience years in the advertising world.
putting themselves must know that Ogilvy did not become the global benchmark in advertising for its beautiful creations or aesthetics. His specialty was the drafting of texts (Editors Live!) And what is best, came to advertising after being director of the Institute Gallupdel Audience Research Institute Dr. Gallup. Come on, I knew how consumers behave, and therefore, his obsession was the efficiency.
The book of which I speak, I reread every few years it has become obsolete in a few things, but in others, which I will tell you, tell me yourself if it could not be removed from the chatter of a of a thousand events are organized around 2.0 ....
Ogilvy said in 1963: "You can not tire the public to buy. The average family receives about 1,500 daily ad. We create ads that people like to read .... " Back in the sixties, the saturation was a problem and had to find a way to be attractive. Today the numbers have multiplied, but .... Is not the same speech?
also said in 1963: "Write a long text, say more things, get more sales. The more facts are explained, the more you sell "And " Write your text in the current language used by their customers. " and beyond with " There is no need for ads ads appear. If it makes it look like editorial content will get a fifty percent more readers. " No, not talking about blogs, or the Story Telling ... talked about how to sell products, communicating, advertising.
Amazing ... it was a guru. They had not invented the personal computer or facebook, but you see where I knew how to make a poster reaching their customers. but do not go yet, there's more ...
David Ogilvy, quoted the photographer Harold Rudolph and his theory of "Story Appeal" to define the publicity photos of success. According to him, the more "story" more effectively. Make ads that tell stories, but remember that "what is said is more important than the way it says." And here tells a joke that I love:
"Dear Molly I had bought that new brand of soap if the announcement had been made on future size 12"
Advertising. It's called advertising.
Y is called advertising, because despite everything, people still people. Do you know what was one of its basic tips for creating a good ad, meaning good, to sell? Then read: "You have to include the appropriate evidence. It will be easier to believe what is supported by a fellow consumer. " Take that! Found neither more nor less than the marketing of recommendation. Only it had not yet invented social networking, of course. But there Tupper Ware, who met at home with your friends to sell lunch boxes ....
Does using friends to sell? This reminds me of one of my first jobs. Public relations club. Something completely off line and outdated. But you know what it was?. You had to have many friends. Give them a membership card to belong to the select club of those who could enter the "network" and get those friends will submit to their friends, so they were also friends of yours .... (Not talking about facebook, do you?) ... And as it was not enough with that, but what the boss wanted was for the club was full, as we had to invent a theme party every Thursday. That if the foam party, if the carnival, that if the show April ... had to get it to pass well, they lived experiences, they wanted to come back and tell them to others .... Does not it sound? but the reality is that I wanted the boss is to leave the pasta in bowls.
not hesitate for a moment. Marketing is like flirting. It is great that you tell your life to a girl, do you have a good time, make you feel special, you talk about what she is interested ... but what counts is that you kiss, do not let you speak lifetime.
Still do not believe me? Then look at Zara, an example of someone who has never advertised and that after becoming the first English brand to achieve 5 million fans on facebook .... open online shop.
0 comments:
Post a Comment