06/19/2006

Gary Dahl, the inventor of the "Pet Rock"

Gary Dahl is my guru. This genius advertiser became a millionair by selling tons of his "pet rocks". For $3.95, consumers got in a box a little rock with a user guide explaining how to take care of this pet: for example how to distinguish an ill pet rock from a healthy one (on the picture you just see two identical rocks!).

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Context of advertising is really more important than the product itself ... Diana Derval Wait Marketing guru

01:25 Permalink | Comments (0) | Email this | Tags: pet rock, gary dahl, marketing, strategy, contextual advertising, Convert Customers, Guerrilla Marketing Examples

Impact of contextual advertising: advertise while consumers are waiting and when they are in a good mood!

I decided to broaden the concept of contextual advertising, used by Google to describe an ad displayed according to the key words entered by the consumer, to all advertising implemented according to the context. Contextual advertising is then not only applicable for the Internet but for all communication channels. The context aspect of an ad can take 3 forms: 1. The congruence between the media and the message: advertising for Heineken on a bar table is the perfect example of the highest match between media (bar table) and message (beer!) medium_heineken_table.2.jpg 2. Affinity between brand and consumer 3. Context in which consumer is at the moment of the communication: being in a good mood or while waiting have revealed very positive on advertising effectiveness :) The best is in fact to advertise when consumers are both waiting and in a good mood! Diana Derval Wait Marketing guru Sources : ZALTMAN, Gerald, Dans la tête du client, Editions d’Organisation, Paris, 2004.

01:05 Permalink | Comments (1) | Email this | Tags: Convert Customers, Guerrilla Marketing Examples, Market Reach, Wait Marketing, marketing, strategy, contextual advertising

05/14/2006

"Wait Marketing : affordable advertising at last!" the new reference book on advertising for companies and agencies

Editions d'Organisation, a top French business books publisher, Harvard Business School Press Partner in Europe, was enthusiastic about my unique and effective advertising approach. As a result, my book will be published in French in december 2006! "Wait Marketing : advertising affordable at last!" will help companies and agencies to implement effective and efficient advertising campaigns by sharing best practices and also the experience of famous brands like Jaguar, TomTom or M&M's. Thank you all for your contribution to this genuine practical guide that will quickly become the reference for communication professionals :) Feel free to suscribe to this blog's monthly newsletter to know more about Wait Marketing! Diana Derval Wait Marketing guru

21:30 Permalink | Comments (1) | Email this | Tags: Convert Customers, Guerrilla Marketing Examples, Market Reach, Wait Marketing, contextual advertising, communication, strategy

Divide your advertising budget by two by communicating while consumers are waiting

The principal tenet of Wait Marketing is valuing the priviledged context of ‘waiting’. Consumers have proved extremely receptive to advertising while waiting - with outstanding memorizing coefficients sometimes exceeding 50% whereas traditional advertising (television, Internet, outdoor), which requires considerably larger budgets, seldom reaches 15%! Learn more about Wait Marketing by visiting this blog and order your copy of the book "Wait Marketing: Communicate at the Right Moment at the Right Place". Prof. Diana Derval Wait Marketing guru Sources : Ad 2-one and Carat Interactive with Armand Morgensztern, march 2001 / Canal33, Ifop.

21:05 Permalink | Comments (0) | Email this | Tags: Strategy, communication, contextual advertising, Convert Customers, Guerrilla Marketing Examples, Market Reach, Wait Marketing