Wait Marketing and Contextual Advertising

 

 

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When elevator pitch turns into a plane pitch. Richard Branson just launched a great Wait Marketing initiative for Businesses: Pitch TV

Entrepreneurs and marketing managers can promote their business in a 2-minute pitch that will be broadcasted on Virgin Atlantic Airlines flights!

As on-board magazines are read by 85% of the passengers (see the book Wait Marketing: Is it the Right Moment?, by Prof. Diana Derval), the sales pitches should raise the attention of many of them, tired of Mister Bean adventures ;)

Your Wait Marketing Guru

At the end of this post, you will be able to design and implement an effective Wait Marketing campaign with a clear objective, a well-defined target and an adapted message delivered at the right moment at the right place.

The 6Ms of Contextual Advertising—Mission, Means, Message, Moment, Media, and Measurement—will guide you throughout this challenging task, from the definition of the objectives to the measurement of the results.

Prof. Diana Derval, MBA
Author of the book Wait Marketing
President, Research Director of DervalResearch

Source: Diana Derval, Wait Marketing, DervalResearch, 2007. 5Ms of advertising, enriched by the missing M: the Moment.

People waiting for the bus were given the opportunity to splat Cadbury eggs directly on the bus shelter.
Lucky you if you live in London, Birmingham, Glasgow, Manchester, Nottingham, Sheffield and York!



The return on advertising sounds less certain. The brand invested 2 million pounds for the launch of "goo" in 2008 and the sales were not that egg-cellent. Adding a chocolate distributor nearby the bus shelters would probably be safer for Cadbury sales :)

Prof. Diana Derval, MBA
Author of the book Wait Marketing
President, Research Director of DervalResearch


Source: http://www.brandrepublic.com/Campaign/News/872955/Cadbury-Creme-Egg-launches-touchscreen-bus-shelter-game/?DCMP=ILC-SEARCH and http://www.nfrnonline.com/cgi-bin/item.cgi?id=550

Congratulations to Jamie and Lee Hunter, founder of the Google Adwords Online Challenge.
The 2008 edition motivated 1600 student teams from 47 different countries. The 2009 edition is even more promising.

I had the pleasure to represent a group of my students of the University of Wales MBA/Robert Kennedy College (Lilian Joumah, Emeka John Azih, Khaled El-Sersy, M.T. Aaron Hoos, Ammar F. Abdul Aziz, Mehrdad Fatemi) who, under the supervision of Liz Riemersma, Marketing Director of the Global Village Dubai, helped boost the online strategy of the Global Village - first entertainment center in Asia with over 5 millions visitors per year.

We explained during this panel to the audience of the eTourism ENTER Conference in Amsterdam, how Wait Marketing and it's targeted approach is now the only way to reach your audience: consumers are fed up with red blinking pop-ups and moving banners!

Here's the panel team: Claudia Brözel, Jamie Murphy, Ulli Gretzel, Andreas Liebrich, Diana Derval

Lee Hunter, co-founder of the Google Online Challenge and Product Marketing Manager at Google, revealed in the foreword of the second edition of the book "Wait Marketing" - to be released next month - : "I’ll let you in on the secret to Google’s success with online advertising – it’s wait marketing. Yep, the very same idea that Diana will tell you about in this book."

You can find more about the Google Challenge here.


Prof. Diana Derval, MBA
Author of the book Wait Marketing
President, Research Director of DervalResearch