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.

- You know who your target customers are but you often feel like you try to approach them at the wrong moment?
- Your existing and potential customers are contacted by competitors and you need to diffentiate?

Take the 1 Day [Wait Marketing] Workshop "How to reach, convince and convert your target customers?" and boost your sales.

Who is the [Wait Marketing] Workshop intended for?
- Business Owners, Starters, Independent Professionals and Sales Managers willing to boost their sales.
- Marketing and Communications Managers (agencies or brands) in search for effective ways to optimize their acquisition and loyalty programs.

Agenda
Diana Derval, inventor of Wait Marketing, will - based on practical business cases - reveal the best practice in order to reach, convince and convert your target customers:
- Reach : communicate with your customers when they are available and more receptive = while they are waiting
- Convince : draw the attention of your customers in innovating rather in the media selection to always deliver an easy to understand and straigtht to the point message
- Convert : pick up the media that fits the best with your offering and propose your clients a free trial

The Workshop will help you build your tailored action plan in 6 steps easy to take:
1 Mission: What is the objective of your communication?
2 Means: What is the size of your budget?
3 Message: Who are your customers? Which main message do you want to deliver?
4 Moment: What is the best moment for approaching your target customers?
5 Media: Which media are available and which one are the most adapted to your offering?
6 Measurement: How to measure the return on investment of your communication?



Attendees
Group of 8 participants

Location
Amsterdam (center)

Price
390 euros VAT ex.

Coming Workshop
January 23, 2009 from 8am30 to 12am30

Download the agenda of the [Wait Marketing] 1 Day Workshop "How to reach, convince and convert your target customers?"

Read the testimonial of Tatiana de la Fuente, Gallery Director, who attended the last workshop.

To register call +31 61 824 0803 or use the webform below.

Registration Form for the [Wait Marketing] Workshop "How to reach, convince and convert your target customers?"

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Your Company:	Independent Professional Start-up Small Business Large Corporation Others
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When would you like to be called back?	Monday Tuesday Wednesday Thursday Friday Anyday Morning Lunch Time Afternoon Anytime

Once your registration validated, you will receive a confirmation email at the address you mentioned below. Our team will then come back to you within 48hours with more details about the Workshop.

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'

The Dutch insurance company Reaal Verzekering uses Amsterdam's canals to practice Wait Marketing. The striking and amusing sight of a large bath with the company name on the side, complete with a pair of legs pointing into the air, drifting down the gracht is effective and entertaining, provided the company name is easily visible and it doesn’t mask the picturesque canal view.

With adapted visual and colors, it is a consumer-friendly and very easy to implement guerrilla marketing coup — could this open up a new communications ‘canal’ for others as well?

Prof. Diana Derval, Author of the book 'Wait Marketing', President of DervalResearch
& Stephen McMullin, Research Assistant

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.

Whether you are a busy commuter rushing for a flight or you have a little more time to look around, there can be no missing this striking structure. Add to the store’s appearance that it only sells KLM promotional goods — model planes, branded stationary, etc — and you have the Wait Marketing way to increase your market reach :)

Prof. Diana Derval, Author of the book 'Wait Marketing', President of DervalResearch
& Stephen McMullin, Research Assistant

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!

If the idea spreads, it could mean light at the end of the tunnel for bored train travellers worldwide :)

Prof. Diana Derval, Author of the book 'Wait Marketing', President of DervalResearch
& Stephen McMullin, Research Assistant

McDonalds applies Wait Marketing best practice.
In Japan, customers download eCoupons on their mobile phone while waiting in the queue.
In South Corea, they can place their order sitting at the table by pointing their mobile phone on the special menu with a RFID chipset.

If customers have to install a small application on their mobile phone, all this will soon not be needed anymore with Microsoft Surface. This interactive table will dramatically change order placement in restaurants and cafes and offer brands and consumers opportunities to interact in a very comfortable way :)

Prof. Diana Derval, MBA
Wait Marketing Guru
President of DervalResearch

Sources: McDonald's / Microsoft / Intomobile.com /

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.