Wait-Marketing and Contextual Advertising

Mario Menti, GMI and Prof. Diana Derval, DervalResearch (see picture at the MIE booth) moderated a workshop at the Marketing Information Event in Rotterdam on 4th of November. The workshop 'Wait Marketing in Virtual Worlds' was acclaimed by the participants who had the opportunity to vote for the best presented and more relevant session :) Prof. Diana Derval Author of Wait Marketing President, Research Director of DervalResearch

I am happy to share with you this interview about Wait Marketing and Media Effectiveness. Many thanks to Mike Koedinger, Duncan Roberts, the paperJam team and the many marketeers attending the conference for their warm welcome in Luxembourg! I will see the winners of the workshop on Personas and customers segmentation very soon in Amsterdam :) Prof. Diana Derval Author of Wait Marketing President, Research Director of DervalResearch

Leading Dutch mobile phone services provider, KPN is massively promoting television on mobile phone with an appealing offer for less than 10 euros per month. Nokia N96 device, to be released soon, should be proposed as the ideal phone for multimedia entertainment. KPN used a very effective wait marketing campaign to launch the TV service with the catchline "Wachten woord leuk met mobielTV van KPN"* on multiple billboards at strategic waiting places, in train stations - very close to the free newspapers :)

How do you make a shop stand out in an airport? The Dutch airline, KLM, are soaring above the competition with their novel Schiphol storefront, which is modelled on the engine and partial landing-gear of one of their passenger planes.

French news vendors Relais H are on the right track with their Wait Marketing concept of mobile newspaper stands in Paris. With all the major French newspapers available to commuters on the Thalys platforms, Relais H are not only providing a useful service, but actively promoting themselves in the process and converting customers on-the-go!

Your Wait Marketing blog, DervalResearch and myself, we wish you a Prosperous and Happy Year of the Rat 2008!

Press Release DervalResearch and BuzzParadise Export Wait Marketing to the US Wait Marketing turns consumers’ waiting time into the perfect opportunity to communicate. Amsterdam – October 18, 2007 – Marketing research firm DervalResearch, in collaboration with word-of-mouth agency BuzzParadise, today announced the U.S. release of the book “Wait Marketing: Communicate at the Right Moment at the Right Place” (240 pages), available on Amazon.com for $24.95. With several thousand copies sold in Europe, the book explains - based on success stories such as the free newspaper Metro on public transport or the Toyota TV campaign in doctor's waiting rooms - why companies should stop bothering consumers with disruptive and expensive ads and start communicating with them when they are receptive: while they are waiting. “Wait Marketing is about finding a good place and time to communicate with people who might be receptive to what you have to say, because they have nothing better to do!” Mrs. Chandrasekar, VP and Executive Planning Director at J. Walter Thomson, www.jwt.com. “Consumers have proved two to three times more receptive to advertising while they are waiting.” confirms Prof. Diana Derval, MBA, President of DervalResearch, inventor and guru of Wait Marketing, author of the book. “Research shows that the same TV commercial is memorized by 17% of the consumers watching it at home and by 27% of the consumers watching it in the doctor’s waiting room”. Leading brands such as M&M’s, TomTom, HP, Philips, Palm, IBM, Air Canada and Jaguar - convinced that Wait Marketing helps firms communicate in an effective, affordable and consumer-friendly way - collaborated to this practical guide.

¨Waiting Sucks¨ is the catchline of the Chupa Chups campaign implemented in Amsterdam Station, exactly were their target customers - people from all ages (yes you do not even need teeth to consume the product!)- are waiting :P This is both a perfect summary of wait marketing foundation and a very funny implementation. What do you think? Regards, Prof. Diana Derval, MBA Wait Marketing guru