Old Spice is ramping up their advertising of late, I have noticed a lot of their work getting props on creativity.com. I have been amazed at the number of agency’s, both local and national, that feel that a good creative shop and analytics are mutually exclusive.
With companies talking about real-time ad insertion on cable boxes and minute by minute tracking by DVR companies. Companies and Agencies have the power to know exactly which half of the marketing is working. The real opportunity becomes the ability to shave the media buy costs and demonstrate a true ROI for traditional media.
Shaving the costs on the buy process allow the creative to create truly great cross platform advertising that is targeted to a specific customer. Those ads can be placed in extremely relevant spots where the user will enjoy creative. It all sounds rather idealistic but, it is here – the capability is real.
RawData is out to make the world a better place! It all started as a discussion about how horribly produced commercials actually hurt Listener or Viewer-ship (the volume of which should effect station rankings) and has evolved to become a complete solution to provide analytics at a price point, frequency, and granularity that the media industry has never seen. Having built our software from the ground-up for the cost of a laptop and a lot of vacation time from our day jobs, we are about to complete alpha tests with our first customer and are just entering alpha development for a second customer.
The lack of sleep from constantly thinking about and working on RawData is pushing us to an entrepreneurial inflection point – and we are excited to jump off the edge with friends.
If you have not heard of ‘Aqua Teen Hunger Force’ then you have been living under a rock. Brandweek had an article that summarized the snafu, complete with overreacting police, lite-brites, and aliens. Wikipedia defines Guerrilla Marketing as a form of undercover marketing best suited for small business designed to resonate on a more personal level with consumers. Why do we need to market undercover? Why are consumers upset when they uncover Guerrilla Marketing?
I believe it is because an unintended consumer was hit by a sniper shot from a Guerrilla Marketer. When a properly executed campaign hits the target consumer the results can be explosive (no pun intended). However, the entire city of Boston was not the intended target that is why we have upset people. As I see it the real issue is properly identifying where and when to best hit your target consumer. If you don’t hit the best group of consumer with your campaigns, like experiences, the consequences could be expensive…to the tune of $1,000,000.00!!!
At the end of the day, I disagree with brandweek’s apparent stance on Guerrilla marketing: “Still, such envelope-pushing tactics are increasingly courting a consumer backlash..” Consuming Marketing is a fact of life that consumers are fine with when the spray of marketing is tastefully done. I even believe that consumers are willing to take in the psychological warfare of Guerrilla tactics that pertain to and could better their life, just look at how many people let Google troll their email and target them with customized ads.
If you have not heard of ‘Aqua Teen Hunger Force’ then you have been living under a rock. 