tag:blogger.com,1999:blog-44958939353287340162024-03-12T21:47:09.029-07:00rt1710Anonymoushttp://www.blogger.com/profile/07521330360832192898noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-4495893935328734016.post-1278415761923100442013-10-14T03:19:00.000-07:002013-10-14T03:19:14.824-07:00<br />
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<img alt=" #FutureSessions 3 - The Age of the Second Screen" height="179" src="http://www.designate.com/images/blog-img/future_3.jpg" width="320" /></div>
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<span style="font-family: Trebuchet MS, sans-serif;">I enjoyed an interesting seminar last week entitled "The age of the second screen" - hosted by <a class="g-profile" href="http://plus.google.com/104087226958000238182" target="_blank">+Designate</a> as part of the Future Sessions series.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">I'm sure Designate will be providing a more thorough synopsis, including video of the event on their own site but here's some of my take-outs:</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
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<ul>
<li><span style="font-family: Trebuchet MS, sans-serif;">70% of tablet owners use their tablet while watching TV.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">PC and Tablet behaviour is quite different, with PC users predominantly focused on search (with a purpose) and tablet users more likely to just be browsing in "dead-time".</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Coke's "Let's eat together" campaign in Romania, was a great example of a truly integrated Social Media and TV campaign: <a href="http://www.youtube.com/watch?v=5k1fvMmfJxs">http://www.youtube.com/watch?v=5k1fvMmfJxs</a>.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Travelzoo advised that 33% of all their traffic is from mobile devices, and that is from a target market of generally over 50's.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Travelzoo also stated that from the mobile user base, 75% of their customers ONLY buy from a brand they trust .</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Naomi Trickey from Brand watch encouraged us to look for "nuances" within data, as sometimes small data tells you more than BIG data. </span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Neil Mortensen from Think Box insightfully reminded us that "conversations" were going on well before Twitter and other SM channels were invented. We shouldn't, therefore, only focus on measuring twitter conversations and forget that most people will be talking about stuff at home, work and at the pub etc.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">The focus as adverstisers should be on creating something engaging and memorable - that might be shared on SM but also gets people taking beyond the SM space.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Both programs and advertising drive multi-screen activity.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">There are 4 distinct activities for multi-screen users: Chat | Play | Discover | Buy</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Social Media interaction has a definite younger audience participation.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">4 Now, Channel 4's new companion app for Channel 4 programs already has 9 million registered users and 60% of them are signed on when online.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">With all the talk of time-shifted TV (Sky+ etc), TV is still watched live over 90% of the time - and that becomes very important for advertisers looking to use interactive tools such as Shazam and 4 Now.</span></li>
</ul>
Anonymoushttp://www.blogger.com/profile/07521330360832192898noreply@blogger.com0tag:blogger.com,1999:blog-4495893935328734016.post-56770158768603446912013-09-13T06:03:00.001-07:002013-09-13T08:55:31.995-07:00Chemmy Alcott - not your typical Olympic athlete<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZGDOnK0VBTPNYM-4VT6P6BsK2vu8cX764r0cboffS7qJMIqJ8MZ91vxc02f3gtufKcYhDtBKlbfqSr0LasEHrZ4aafEpL8ht4byzJ4kRVyCvfSevwZw3VPrgkY9Mv_I9vusyaq_keOffv/s1600/NS-FWD-Chemmy+Alcott-4352-2754937405-O.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><b><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZGDOnK0VBTPNYM-4VT6P6BsK2vu8cX764r0cboffS7qJMIqJ8MZ91vxc02f3gtufKcYhDtBKlbfqSr0LasEHrZ4aafEpL8ht4byzJ4kRVyCvfSevwZw3VPrgkY9Mv_I9vusyaq_keOffv/s400/NS-FWD-Chemmy+Alcott-4352-2754937405-O.jpg" width="400" /></b></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><b><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;">Rob Thomas, Columbus the dog and Chemmy Alcott</span></b></td></tr>
</tbody></table>
<span style="font-family: Trebuchet MS, sans-serif;">I had the pleasure earlier in the week
to week to spend a bit of time with British Olympic skier Chemmy Alcott. </span><br />
<br />
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://plus.google.com/116739804991863854989" target="_blank"><span style="color: blue;">+Columbus Direct</span></a> has teamed up with Chemmy
to support her through (and hopefully beyond) the Winter Olympics in Sochi.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">Chemmy is widely regarded as the
UK’s most successful alpine athlete, she's been the number one British woman
skier for a record eight years, and is the highest ranked female British skier
ever. She finished 11<sup>th</sup> at both the 2006 Turin and 2010
Vancouver Winter Olympic Games and has her heart set on a medal in Sochi in
February 2014. </span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">With all that in mind, it was
surprising to hear that Chemmy receives no funding form any sporting body and
relies almost entirely on her sponsors and supporters.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">A few months back, during the early stages
of the discussions with Chemmy and her team, I must be honest and say
we were slightly sceptical of what value a "sponsorship" deal
would bring us, assuming that it would likely mean signing a cheque and then
hoping to occasionally see our logo on her racing kit. But as we
spent time with Chemmy getting to know her better we were thrilled to find out
that she saw this as a real partnership and that she would have to put
some work into it too.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">I'm not sure if Chemmy is unique in
this regard but I get the feeling that her approach isn't typical. She even
sees a future for herself advising fellow athletes about how to get the most
out of their sponsors by really embracing a working relationship with them.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">So for us at Columbus, the journey with
Chemmy is just beginning. We are so looking forward to working with her to
create great content for our customers, including tips and advice, videos,
blogs and maybe even the chance to spend a day skiing with her (after she's
recovered from her broken leg).</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">I have to say that I've rarely come
across someone with such a positive attitude as Chemmy - even in the face of
her latest injury set-back - and if Winston Churchill was right when he said
"<span style="background: white;">Attitude is a little thing that makes a
big difference," then who knows, maybe we will be celebrating an Olympic
medal with Chemmy in a few months’ time.</span></span><br />
<span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;">You can follow Chemmy on Twitter: </span><span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;"><a href="https://twitter.com/ChemmySki" target="_blank">@ChemmySki</a></span><br />
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Anonymoushttp://www.blogger.com/profile/07521330360832192898noreply@blogger.com0tag:blogger.com,1999:blog-4495893935328734016.post-46586027172896492032013-08-01T09:09:00.001-07:002013-08-01T09:09:43.540-07:00Social media channels driving search for content for younger audiences<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">I was interested by the recent research results by Blinkx, a
video search website. If the results are to be believed then marketers who are
serious about targeting a younger (under 35 year old) audience also need to be
serious about using social media platforms. Over 40% of those aged under 24 search
for content on social platforms rather than via traditional search and a third
of those under 35 also prefer social channels.</span><span style="font-family: Trebuchet MS, sans-serif; font-size: x-small;"> <o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYbHtkxVH1V1cPDfk0AC5kB60MFWZXNSqbqjrIzZsbBYHARGg_72_xzNwKYdCjsZeDJZCd66cwos50DFRvv5vMAIbwD0KuuPomr9lXRHcwfb-ztCK7KioggHYstaclRS7hXgFVsimWzITP/s1600/social+of+search+for+content.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYbHtkxVH1V1cPDfk0AC5kB60MFWZXNSqbqjrIzZsbBYHARGg_72_xzNwKYdCjsZeDJZCd66cwos50DFRvv5vMAIbwD0KuuPomr9lXRHcwfb-ztCK7KioggHYstaclRS7hXgFVsimWzITP/s1600/social+of+search+for+content.png" height="232" width="400" /></a></div>
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Anonymoushttp://www.blogger.com/profile/07521330360832192898noreply@blogger.com0tag:blogger.com,1999:blog-4495893935328734016.post-12581828078837999962013-07-03T06:15:00.001-07:002013-07-03T09:27:02.823-07:00Columbus Direct #happytogothere TV Ad<span style="font-family: Trebuchet MS, sans-serif;">Pretty pleased with the new TV we've been working on for <a href="http://www.columbusdirect.com/" target="_blank">Columbus Direct</a>. Hopefully the start of a long and engaging campaign. </span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
</span> <span style="font-family: Trebuchet MS, sans-serif;">Just a shame we could afford Harry Hill to do the voice over (what are the chances of that happening?)</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
</span> <span style="font-family: Trebuchet MS, sans-serif;">Would love to hear feedback if anyone's got any.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
</span> <iframe allowfullscreen="" frameborder="0" height="270" src="//www.youtube.com/embed/0KN3GYwSe24" width="480"></iframe><br />
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<a class="g-profile" href="http://plus.google.com/116739804991863854989" target="_blank">+Columbus Direct</a>Anonymoushttp://www.blogger.com/profile/07521330360832192898noreply@blogger.com0tag:blogger.com,1999:blog-4495893935328734016.post-16623183947577013952013-07-02T07:13:00.000-07:002013-07-02T07:13:25.215-07:00The Hoarding Gene and the Timeless Marketing Principle<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Unfortunately I seem to have inherited my fathers “do-not-throw-anything-away-as-it-might-come-in-handy-in-the-future-gene”
and so it was with a degree of trepidation that I started the task of clearing
the garage over the weekend.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">When we moved house 3 years ago, I was absolutely delighted
that we’d, or rather I, would have a garage. Formerly we just had an 8 x 6
garden shed, so I believed that the vast expanse of my new 20 x 10 foot garage
would offer ample space for my tools, lawn mower and sports equipment with possibly
room even to park the car if we needed.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">Well, three years later I’m faced with what would best be described
as a hoarder’s grotto – and quite frankly I’d be lucky to be able to park one
of my son’s toy cars.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">Nevertheless, I was delighted when the first box I came
across held the full course material and my precious notes from the <a class="g-profile" href="http://plus.google.com/101866612644978610276" target="_blank">+The IDM</a> Diploma that I sat nearly 15 years ago. </span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">While my days of handling large scale traditional direct
mail campaigns are somewhat of a distant memory, there was so much sound and
timeless marketing advice in that course that I couldn't help myself stopping
to flick through my notes.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">I was drawn to the “creative” folder and noticed my hand
written scribbles all over the section that described how consumers engage with
advertising, with the famous old acronym AIDA highlighted as <i>The Key</i>.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;"><b>AIDA </b>of course stands for: Attention, Interest, Desire, Action. </span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">My notes referenced a seminar that I heard the fantastic <a href="https://twitter.com/DraytonBird" target="_blank">@DraytonBird</a> give that year. He said “sales letters or any DR Ad for that
matter should always be written using that sequence. No exception. What’s more,
it will never change, as long as the world keeps turning.”</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">I immediately thought of the new summer campaign we’d been
working on at <a class="g-profile" href="http://plus.google.com/116739804991863854989" target="_blank">+Columbus Direct</a> , with new London Underground tube car panels due
to start running the following day. Had we forgotten these time-tested
principles or would the ads stand up to the scrutiny of AIDA.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">I’ll let you be the judge. Let me know if you think we've passed, failed or what we could have done better.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBw_0BQ37HMYgiBsailruUUTsR0yeSSK-NvOIlG8_35dDQR5MuPKgd0VM6WzmXUnGfBxGfC92jxASWkCHR18xJkJi3rGgUqWhuZB3lLwCHqbAb3w7PnQzdGzplQgk5xU3C12lNY8-ULJ69/s1504/happytogothere-tomato.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="170" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBw_0BQ37HMYgiBsailruUUTsR0yeSSK-NvOIlG8_35dDQR5MuPKgd0VM6WzmXUnGfBxGfC92jxASWkCHR18xJkJi3rGgUqWhuZB3lLwCHqbAb3w7PnQzdGzplQgk5xU3C12lNY8-ULJ69/s400/happytogothere-tomato.png" width="400" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQmv_GBkiG51Sv-YT0nrsymYbwlN2XOz5HwgIM8YHmrHtDFhyl3Xm5SFEQ9hEmmDnUb8tVyWfwhg2hmYRweTWzbdGm-Bja9Nk6cDnlOtaKJF8fvU0g66ZHjDqXwTW254k4ICwOhKddAHOK/s1503/happytogothere-giraffe.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="170" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQmv_GBkiG51Sv-YT0nrsymYbwlN2XOz5HwgIM8YHmrHtDFhyl3Xm5SFEQ9hEmmDnUb8tVyWfwhg2hmYRweTWzbdGm-Bja9Nk6cDnlOtaKJF8fvU0g66ZHjDqXwTW254k4ICwOhKddAHOK/s400/happytogothere-giraffe.png" width="400" /></a></div>
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<span style="font-family: Trebuchet MS, sans-serif;">Oh, and the garage, well that IDM box was just far too
interesting and after a good hour or so of reading I decided my dad’s genes
were pretty comfortable and that the car was fine parked on the driveway
anyway.</span></div>
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Anonymoushttp://www.blogger.com/profile/07521330360832192898noreply@blogger.com0London, UK51.511213899999987 -0.1198243999999704151.195100899999986 -0.7652713999999704 51.827326899999989 0.52562260000002958