Wait Marketing and Contextual Advertising

 

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

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

Thanks to Akhilesh Mohan for sharing this Wait Marketing success story from Mumbai:

"Professor Diana Derval's Wait Marketing has become a HIT mantra in Mumbai with one of my entrepreneur friends going over the top ---- he saw results within two weeks . He runs a professional Gymnasium 'Pro-Fit' at 7 Bunglows ;Andheri Mumbai - where a lot of people including some new celebs from Bollywood are enrolled for fitness programmes.

Last month we had spoken and I passed on the Wait Marketing funda, casually ; Members spent on an average two hours training physically; usually they dont talk and do nothing except working out and looking around. thats what struck me and we discussed it casually.

He posted all his walls with advertisements and a live TV screen between his glass walls and ceilings; He is selling this space for advertising local products and brands at nearby Shopping malls.

Within 2 weeks Mall sales has gone up for branded Tee shirts and health Drinks. One of mall's shops sells fitness equipments, food supplements and health drinks; Sales have doubled suddenly - the owner also a common friend attributes all this to Wait Marketing at 'Pro-fit'. Consumers mostly have cited having seeing the advertisement at Pro-Fit or having been referred to by someone recently.

So thanking dear professor on behalf of a small business entrepreneur."

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

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

Saab can't stop innovating! The swedish car manufactur just presented the 9-X Air BioHybrid - brilliant concept car - at the 2008 Mondial de l'Automobile in Paris.

The 9-X Air BioHybrid proposes a soundproof passengers compartment and a smart retractable top that easily folds and disappears into the trunk.

Saab's ingeniousness has recently also been demonstrated in the promotion field. The brand simply called the businessmen and women on their way to Arlanda airport (in Stockholm) to offer them a ride in a Saab instead of having to pay a taxi.

This is an awesome example of Wait Marketing :)

Regards,

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 :)

If the communication campaign is a success, we can question the service in itself. As reported in my book 'Wait Marketing', studies show that even in waiting situation, half of the consumers will rather do nothing - in appearance (they are probably thinking or dreaming, which is also very useful) - and are not really willing to pay for services while they are waiting (they feel like they pay for the wait!).

So far, TV on mobile is successful in Japan. This is because families live together in a small apartment and the mobile phone is the only way for younger users to see interesting content. In Europe where you find more TVs than rooms in our houses, users watch TV on their mobile mainly to access 'adult' content.
Let's see how many users KPN manages to convert :)

Prof. Diana Derval, Author of the book 'Wait Marketing'
President of DervalResearch

* in English: 'Waiting becomes nice with KPN's MobileTV'