Wait Marketing and Contextual Advertising

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

Shoe shine guys have also been touched by the crisis. The number of clients at Grand Central terminal in New York decreased from 700 to 600 per day.
But the Shoe shine guys are top marketers - their motto "You can't make no deals with dirty heels" is awesome! - and they decided to overcome the crisis using Wait Marketing.

They started proposing their services in Exhibitions Centers and during B2B fairs (see the picture below at Sensors Expo in Chicago).
This new strategy is extremely successful for two reasons:
1. all the visitors of the exhibition are in the Shoe Shine Guys' target
2. all the visitors are walking around waiting for a mini-conference or appointment, with no place to sit

If you also used Wait Marketing to develop your business in spite of the crisis, let us know!!

Here are some more Shoe Shine Guys nuggets of wisdom:

1. " They won't buy no stuff if yo shoes is lookin' rough"
2. "Your shoes need to shine if you hope to make a dime"
3. "I you want to make a buck , you better let me clean em up"
4. "Clean kicks get dirty chicks"
5. "I'll get em so bright they'll have to turn down the lights"


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



Sources:
http://www.wallstreetfighter.com/2008/03/8-tips-in-life-from-shoe-shine-guy-at.html
http://www.nakedcapitalism.com/2008/11/even-shoeshine-business-is-off-in-new.html