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

05/31/2006

Interview with François Grouiller, EuroRSCG Fuel New-York : The winning contextual advertising, Jaguar is not communicating as an automotive company anymore but as a luxury brand

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Thanks to an in-depth semiotic analysis of the luxury car category that was conducted, the strategic planners of the Euro RSCG New York noticed all players were using the same codes and conventions. “When you are such a small player, spending way less money than the competitors, a necessary – but not sufficient – condition to success is to be breakthrough and dare disrupting the category’s conventions” says François Grouiller, the US Strategic Planner on the business. “And to connect to the high-end target, we needed to be highly aspirational and re-create desire for the brand” adds Andrew Benett, Chief Strategy Officer of the New York agency. With that in mind, Fuel proposed to Jaguar a new and innovative positioning: “New Fashioned Luxury”. The idea for Jaguar is not to communicate as an Automotive company anymore but as a modern, exciting luxury brand. Jaguar is the perfect example of how the context of an advertising campaign, here the congruence between the media and the message, can dramatically improve the impact of the communication. Thank you François for this perfect example of the power of positioning and contextual advertising :) Diana Derval Wait Marketing guru Source: Interview with François Grouiller, Strategic Planner, Euro RSCG Fuel - March 1, 2006.

02:50 Permalink | Comments (0) | Email this | Tags: Convert Customers, Guerrilla Marketing Examples, Market Reach, Wait Marketing, marketing, contextual advertising, positioning

05/14/2006

Wait Marketing Positioning: making the most of advertising, POS and direct marketing best practices

Wait Marketing campaigns take place at Points of Sales as well as at Places of Life. Wherever a consumer is waiting (in shops, in traffic jams, while downloading a file on the Internet …). Compared to other approaches, Wait Marketing is the only practical method that makes the most of advertising, point of sale promotion and direct marketing best practices, in order to enable every company to implement effective and efficient advertising campaigns.

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Diana Derval Wait Marketing guru

20:55 Permalink | Comments (0) | Email this | Tags: Marketing, strategy communication, contextual advertising, Convert Customers, Guerrilla Marketing Examples, Market Reach, Wait Marketing