Wait Marketing and Contextual Advertising

The pre-launch of the book "Wait Marketing" was a great success in Second Life with the help of Lottie Lamont who hosted the participants in a magnificent villa with pool at Grebe. Here's DianaDerval Oh, my avatar, preparing the promotion material :)

Many SL residents showed their interest in Wait Marketing via the Marketing Research and Wait Marketing Groups and DervalResearch is now conducting very innovative and effective surveys in Second Life.
Feel free to contact DervalResearch if you want also to make the most of your presence in Second Life!

Prof. Diana Derval
Wait Marketing guru

Many thanks for all of you who came last Friday, from all Europe (Berlin, Edinburgh, Paris and of course Amsterdam!), at Café de Jaren to celebrate the launch of my book "Wait Marketing : Communiquer au bon moment au bon endroit".
I'm currently discussing the opportunity to adapt the book in English. In the meantine, learn more by downloading the free Wait Marketing White Paper!

Diana Derval
Wait Marketing guru

I'm looking forward to meeting you during my Wait Marketing Tour:

In Paris:
- 13th of December 2006, 6pm30, at the Wait Marketing Conference organized by ESSEC&Mannheim MBA at CNIT
- 14th of December 2006, 6pm30, for a Signatures session during LinkedIn Networking Night at Printemps de la Mode (on the 6th floor with an incredible view on Paris!) - register here

In Amsterdam
- 15th of December 2006, 5pm30, for a "borrel" at Café de Jaaren (Nieuwe Doelenstraat 20)

and soon in your city!

Diana Derval
Wait Marketing guru

I'm happy to share with you that the French version of my book "Wait Marketing : Communicate at the right moment at the right moment" can be ordered online :
http://www.eyrolles.com/Entreprise/Livre/9782708137769/?societe=dderval


Diana Derval
Wait Marketing guru

Download for free the exclusive white paper "Wait Marketing: Communicate at the Right Moment at the Right Place" and discover how wait marketing, the new way of advertising, will add value to your brand and help you achieve tremendous budget savings:
- Why advertising while consumers are waiting?
- How to implement a successful wait marketing campaign?
- How to select the right media?
- How to measure the return on investment?

White Paper: Wait Marketing, Communicate At The Right Moment At The Right Place
by Diana Derval, 15th November 2006
Companies can at last benefit from affordable advertising rates by grabbing opportunities offered by a new form of advertising called wait marketing.
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%.

WHY ADVERTISING WHILE CONSUMERS ARE WAITING?
- Advertising is welcome.
- For a greater impact
- For major budget savings
Wait marketing can maximize communication budget efficiency by turning consumers’ ‘waiting time’ into the perfect communication opportunity for brands.

A NEW APPROACH TO ADVERTISING
- Making the most of advertising, promotion and direct marketing.
- A win-win approach.

HOW TO IMPLEMENT A SUCCESSFUL WAIT MARKETING CAMPAIGN?
- 6Ms of wait marketing
- Key factors of success

HOW TO SELECT THE RIGHT MEDIA?
- Defining the communications strategy
- A media adapted to the context


WAIT MARKETING AND RETURN ON INVESTMENT
- Communications: Cost or Investment?
- Return on Advertising


Get FOR FREE your copy of the complete White Paper "Wait Marketing: Communicate at the Right Moment at the Right Place"

Feel free to contact me at +31 61 824 0803 for any question related to the implementation of your first wait marketing campaign!

Diana Derval
Wait Marketing guru

I'm happy to share with you my conference topics for Q3 2006 and 2007. I will keep you updated on my speaking opportunities.

PROPOSED CONFERENCE TOPICS

A – Wait-Marketing: How to save half of your communication budget in 6 steps?
Explains how to save half of a communication budget in 6 steps. This practical and effective approach is based on Kotler’s 5Ms (Mission-Means-Message-Media-Measurement) enriched by a missing M: the right Moment! Various business cases coming from the US, Japan, Africa and Europe will help the audience to quickly turn the Wait-Marketing approach into successful and affordable communication campaigns.

B - Communicate with your consumers at the right place and at the right moment!
Proves the effectiveness of communicating with consumers at the right place and at the right moment, through the success stories of GoogleAds and the newspaper Metro, conveniently placed at the disposal of the consumers while they are waiting in public transport.

C - Advertising 2.0: A new approach to advertising
Describes the changes advertising is encountering thanks to web 2.0: more interaction, more consumer control, more mobility, more contextual information, more knowledge sharing between consumers themselves.

AUDIENCE

These conferences are aimed at:
- Advertisers, in large companies and agencies, who regularly invest in traditional media and are in search of innovative and effective modes of communication,
- Small companies and start-up executives, who dedicate their communication budget to sales promotion or direct marketing and are looking for affordable advertising solutions,
- Marketing professionals, teachers and students willing to keep updated on advertising and marketing best practice.

Download the proposed conference topics: Diana_Derval_Conference_Topics_Marketing_and_Advertising....

Diana Derval
Wait Marketing guru

Kotler's 5Ms of Advertising - Mission - Means - Message - Media - Measurement - are the essential steps for a successfull communication campaign.
I built on it by adding the sixth M : the Moment. Due to this ambient overadvertising, the moment of the communication is the key factor of success for your advertising campaign :)

Diana Derval
Wait Marketing guru

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!).

Context of advertising is really more important than the product itself ...

Diana Derval
Wait Marketing guru

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!)

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.

I read a swiss survey that confirms advertising is bothering consumers. I must admit that I feel also concerned especially when ads are interrupting a movie or a TV show.
The survey highlights that television bothers 3 consumers out of 4. Mailings and Internet ads bother more than half of the consumers, same for the radio, even if radio broadcasts 2 to 7 times more ads than television for example.
Ads in magazines and at the cinema bother 1 consumer out of 4 only, and ads in newspaper and outdoor 1 consumer out of 5. It's true that this kind of advertising won't interrupt your activities.

Last but not least, advertising while consumers are waiting, like for instance in post offices, bothers less than 1 consumer out of 10! In that case, advertising is even considered as an entertainment :)

Diana Derval
Wait Marketing guru

Sources : IHA GfK 2001, Hergiswil – Erasm 2002, Geneva / « Les + de la télé 2005 2006 », SNPTV, 2006.