Wait Marketing and Contextual Advertising - wait-marketing

[Wait Marketing] Build Winning Campaigns with the 6Ms of Contextual Advertising

noreply@blogspirit.com (Diana Derval) — Tue, 03 Mar 2009 02:21:00 +0100

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.

[Wait Marketing] An Egg-celent example of Wait Marketing at the bus stop by Saatchi & Saatchi in London

noreply@blogspirit.com (Diana Derval) — Tue, 24 Feb 2009 16:52:00 +0100

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

[Wait Marketing] Google Adwords : A powerful Wait Marketing tool!

noreply@blogspirit.com (Diana Derval) — Wed, 04 Feb 2009 18:45:00 +0100

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

[Wait Marketing] The Shoe Shine Guy saved from crisis by Wait Marketing because ""You can't make no deals with dirty heels"

noreply@blogspirit.com (Diana Derval) — Wed, 04 Feb 2009 17:41:00 +0100

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

[Wait Marketing] When Wait Marketing meets Bollywood stars: the success story of Pro-Fit in Mumbai

noreply@blogspirit.com (Diana Derval) — Tue, 02 Dec 2008 03:52:00 +0100

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

New Session! Take the 1 Day [Wait Marketing] Workshop "How To Reach, Convince and Concert Your Target Customers?" and boost your sales! Next Workshop moderated by Diana Derval will take place in Amsterdam, January 23,2009

noreply@blogspirit.com (Diana Derval) — Sat, 22 Nov 2008 18:20:00 +0100

- 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?"
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.

[Wait Marketing] Participants of the Marketing Information Event in Rotterdam acclaimed GMI and DervalResearch's Workshop on 'Wait Marketing in Virtual Worlds'

noreply@blogspirit.com (Diana Derval) — Thu, 06 Nov 2008 18:09:00 +0100

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

[Wait Marketing] 7mn interview of Prof. Diana Derval about Wait Marketing and Media Effectiveness by the paperJam Business Club in Luxembourg

noreply@blogspirit.com (Diana Derval) — Sat, 01 Nov 2008 12:49:00 +0100

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

[Wait Marketing] SAAB engages potential customers at the perfect moment!

noreply@blogspirit.com (Diana Derval) — Mon, 20 Oct 2008 13:08:00 +0200

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

[Wait Marketing] An unexpected Wait Marketing performance at a London Airport to promote Theater in partnership with Lastminute.com

noreply@blogspirit.com (Diana Derval) — Sun, 24 Aug 2008 06:10:00 +0200

The passengers, waiting at the Stansten Airport (London), had an unexpected theater representation!*
This Wait Marketing campaign started in May 2008 is intended to promote theater.
Not only the show was for free but the - amazed - travellers could purchase theater tickets with a 50
% discount on Lastminute.com.

This is a great example of Wait Marketing. Although the sleeping and busy passengers would probably have appreciated a less disruptive solution.

Wait Marketing quick-win for your company: always give consumers the choice to interact with you ;)

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

* thanks to Louis Malo for reporting this video!

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