Non-Traditional Advertising

It is the End of the Semester- Nontraditonal Summary Post

2008-04-30T18:52:00.001-07:00

When I was first given the assignment of writing a weekly blog, I was terrified. Those Internet savvy people who knew the ins and outs of the cyber world intimidated me. I was extremely hesitant to start an actual blog, and to have my thoughts in a public domain. However, given this was a class assignment, which without completing it, I would probably fail; I knew I had to overcome my fears.

Picking a topic was easy. I immediately browsed through all the options, and let my eye be caught by the one that most intrigues me- nontraditional advertising. Since my Advertising final project, which was to create an Ad Plan, I have been interested in nontraditional advertising and planning, as opposed to mainstream. When I first began thinking of my topic, and even working with it in advertising class, I had no idea of its greatness. I had a hunch that it would be a growing medium since alternative has in some ways taken over the popularity of mainstream, as it has become “cooler” to like the unknown, and the unconventional. However, I didn’t know about the actual research, the data, and the evidence proving nontraditional media as a huge increasing form of advertising.

I remember when I first began researching this medium; I came across several sources revealing the importance of nontraditional media and its relevance in our culture today. The big theme throughout this semester’s blogging experience has been realizing how hard it is for companies, brands, and organizations alike to differentiate themselves from their competitors, as well as position their image correctly in the market. It is much harder than you think.
However, there are two sides to every coin. As some find Nontraditional a great alternative to the everyday mainstream television, magazine, and newspaper ads, some think of nontraditional in that same exact light. In an article titled “Nontraditional advertising needs a shower bad,” it was expressed by author Paul MacFarlane that nontraditional, just like mainstream advertising, is always in our face. With this argument comes the idea that wit nontraditional advertising on the rise, ads are everywhere. You used to be able to escape to the coffee shop, and be guaranteed that you wont have to be convinced to by any product, but perhaps the soy latte you will purchase. However, now, your napkin dispenser might have an ad on it, or better, your coffee mug. Now with nontraditional advertising, adverts have become inescapable. And that makes some campers very unhappy, and maybe even reluctant to buy the product at hand. You would think using the restroom would allow you to not only release nature duties, but also escape advertising—not anymore; now toilets and restrooms are being used for advertising locations.

Moreover, since some people do have this preconceived notion of nontraditional, some companies choose to not participate in the field whatsoever, some even ban it. A reoccurring issue I came across in my researching was Target’s ban on nontraditional advertising, and their refusal to participate in any form of it. Even when it comes to customer support, feedback, and complaints- they refrain from any negotiation. This was a highly controversial issue in the blogging world, and even changed my opinion as a consumer about the company.

Come to think of it, all this research over the weeks has kept me updated on the industry in a way I could only hope to be. I wasn’t expecting to learn so much, and to become interested in the topic in a way that compelled me to browse other blogs and trade journals for fun. Over time, you can tell, I became a relaxed blogger. I developed a style, a theme I already had, but a general sense of comfort started to ensue from my blogs, or at least I think so.

With that being said, the fact that my topic was a creative one definitely didn’t hurt. Overtime however, I learned that as much as I thought nontraditional was an alternative method of advertising, it was becoming just as mainstream as anything else. On Dec 7th, 07', the Hollywood Reporter Reported that The Association of Independent Commercial Producers' newly released membership survey found that nearly 70% of member companies produced nontraditional advertising projects during 2006. They estimate that by 2010, on average 38% of their billings will be from such projects. (Goodwin Simon Victoria Research collected the data in the report). I also discovered that different companies use nontraditional for various reasons. Some companies have turned to unconventional marketing because they are unable to support large, national, expensive advertising campaigns. Others are just more innovative than most in developing their marketing repertoires.

On the same note, throughout my research, I discovered many marketing research firms uncovering recent trends. According to “What’s your marketing firm’s strategy in 08’” many marketing forms will explode in 08', however the "savvy marketer" will realize how consumers are breaking up into smaller and smaller communities, becoming less homogeneous, and more niche. This is why the media mix must reflect this. "Concentrating advertising budgets on a single medium will not work in this complex marketplace. So there will be a diverse mix of the traditional (TV, radio, print) and nontraditional (blogging, You Tube, social networking, such as facebook and multiply)."

Throughout all my research, I realized the media seems hyped about new these marketing fads in 2008. Apparently, more than ever, companies and brands have to make sure to stand out of the clutter, pay attention to the effectiveness of their specific marketing mix, and make sure it is reaching their desired, maybe large, preferably fragmented specific audience.

Although Nontraditional is now a huge trend, it is said to have started up as a cheaper way for smaller companies to get their name out there. However, with time, and as this industry grew, multi-million dollar companies like NASCAR, Huggies, NBC, Red Bull and others have embarked upon nontraditional campaigns.

Also, the industry isn’t stopping any time soon. Currently, the new fad is facebook advertising. As my research progressed, and as months went on, I kept on encountering more and more articles on facebook advertising and its benefits. And I am sure that in years to come, we will see new popular methods of advertising being utilized more and more, as opposed to just mainstream.

In preparing my final project, a media plan promoting Bling H20 for Audience Research, we mostly concentrated on placing ads in various media. We did chose the mainstream channels such as Television, Magazine, Internet and Billboard advertising, however we focused a chunk of our $30 million budget on nontraditional. Keeping this blog over the course of the semester has definitely motivated and compelled me to buy nontraditional ad space. We created events, as well as product placement, and a building projection. We believed that using a mix of traditional and nontraditional suited Bling’s persona.

With a blog under my belt, I have something to show to future perspective employers, as well as peers. I feel I am now involved in the industry, at least in cyber space and I’m more aware of the world I am going into. Also, if I had a choice, I would like to work with more nontraditional, avant-garde firms and agencies, as well as on those types of accounts. Through all my research, writing, and rambling I’ve realized my creativity and love for this specific niche.

How Much Would You Pay to Have Simon Cowell Sip Your Drink?

2008-04-12T12:23:00.000-07:00

In an article in Brand Curve, a professional Marketing/ Branding blog, blogger Susan Gunelius discusses the outrageous cash brands are paying for thier products to be featured in speciif tv shows or movies in her post "Ford, Coke & AT&T Pay More to Sponsor American Idol"

It goes to show that American Idol is still "hot", and when the new season kicked off, the same three major sponsors were on board at a needless to say hefty price. Ford, Coca Cola and AT & T have all signed on as sponsors again paying $35 million each to have their brand name and products featured on American Idol. This price is up from the $30 million they forked over last season.

That money however allows Ford, Coke and AT&T to air their commercials during the show, post online content about the show and their sponsorship, as well as run off-air co-branded marketing programs. Even though most of the marketing plans and programs will remain similar to prior seasons, Ford said t will promote its Ford Escape Hybrid, Ford Edge crossover vehicle and its new Sync voice-activated systems more this season, and the top two finalists will receive Ford hybrids rather than Ford Mustangs as they have in prior seasons. This makes the environmentally conscious happy, as" it’s great to see a focus on a more eco-friendly vehicle."

Morover, Nestle will be joining American Idol for another year as an off-air sponsor. The brand will hold a $1 million interactive sweepstakes tied to their packages, and to an online element. the off-air sponsorship pricetag for this season haven't been revealed yet, but last season, off-air sponsors reportedly paid $1 million to have their brand names associated with the "all-powerful American Idol brand."

Many find it obnoxious to see the judge's cups with the Coke logo turned facing the camera in an obvious way, as well as interruptions from the singing show to Ford commercials, and excited idols singing around a car. The public has become very aware of these efforts, and we are not blind consumers, we are avid ones. We know very well that Simon, Paula and Randy don't bring those Coke cups from the hotel, and we are also aware that Ford isn't just being kind with free car giveaway. WE KNOW. That doesn't mean however that product placement isn't effective. It increases brand awareness, and sends us subliminal messages, and keeps the product/brand fresh in our minds. These brands aren't just paying millions for nothing. They could get a billboard for hundreds, but they know the dealio.

Dove does micro-series with Alicia Keys

2008-04-08T21:02:00.000-07:00

Much talk is going on about the new MTV micro-series "Fresh Takes" sponsored by Dove. The series airs during commercial breaks from the "reality" show "The Hills," and stars diva Alicia Keys as its main star.

In a Marketing blog in Gawker titled "Dove Abandons Real Women for Alicia Keys," it is discussed how Dove has moved on from their "Real Women" campaign on to...Alicia Keys? Dove is obviously juggling with marketing ideas and tactics, and actually this non-traditional method to promote the brand.

In MediaPost's Marketing Daily, author Karl Greenberg explores this campaign in the article "Unilever Launches Micro- Series for Fresh Takes Products."
This campaign is being used to promote its "Fresh Takes" products. This micro-series puts short, episodic narratives within advertising pods to reach twenty-somethings.

The campaign, by MindShare Entertainment and MTV, promotes Dove's Go Fresh line of body mists, moisturizers, body wash, shampoo and conditioners. "The company is positioning the products by emphasizing its fragrances, including grapefruit, lemongrass, green tea and fresh mint."

The featurettes are "Sex and the City" like scenarios, and the company says this new effort is actually an extension of the successful "Real Beauty" campaign that launched in 2004- which featured women who don't conform to the "thin and beautiful" standards. That campaign gained a lot of publicity and was an impressive use of integrated marketing communications efforts. Now this is supposedly being continued with the three comely stars of the micro-series.

Dove says the micro-series is intended to promote the new products while confronting the issues of the self-esteem "Inner Critic Syndrome" issues of twenty-something consumers.

The three-minute episodes will run over a five-week period, and are also accessible online and on mobile digital at dove.com, dovegofresh.com and dovefreshtakes.mtv.com after each air date. There is also behind-the-scenes footage of the cast.

This is a new, non-traditional way of reaching one of Dove's primary markets, the twenty something women. Having Dove sponsor this niche series, while continuing with the "Real Women" campaign shows their commitment to their efforts to appeal to all women, and confront the usual stereotypes of what is beautiful in our society.

Sometimes companies have to think out of the box, take a risk, and go with something different. Sponsoring a micro-series might not be the first thing one would come up with for a Dove campaign, but people are hearing about it! Even if they're not watching it- it is creating buzz and that is what's important. The message the company is trying to send while promoting its products is also an important one that women will appreciate and even admire. Maybe now they'll switch to Dove?

Web is most credible?

2008-04-05T12:04:00.000-07:00

The Christian Science Monitor recently published an article titled "Credible Web? It's Where We Click the Most," by columnist Tom Regan.

The article goes into detail, and even questions how the web has reportedly become a credible source to consumers. He begins the article with an interesting question- "Years ago, when I first started building websites for newspapers, many journalists told me that they saw the Internet as the end of reliable journalism. Since anyone could publish whatever they wanted online, real journalism would be overwhelmed, they said. Who would need professional reporters and editors if anyone could be a reporter or an editor?"

However, Regan believes that nontraditional media sites on the web will only survive if the quality of their information is trustworthy and credible. He contends that the future of online news and information will actually demand better reporters and editors.
He continues to say that it is actually important for people to trust the information they encounter online. Furthermore, the need for people to find valid trusted information online is increasing, thus the need for more solidified expertise.

Usually thesites that are trusted are built on nontraditional expertise. The author gives examples of sites such as Digg.com, Reddit.com, or Slashdot.com. There, users spread information that others depend on. In these sites, when many users select a particular story, that story accumulates votes of confidence ("diggs" in the case of digg.com), which consequently cause other users to choose and trust that story. The stories that have accumulated votes are seen as more trustworthy than the "gatekeeper" model of traditional news and information.

It is quite interesting, agrees J.D. Lasica, a social-media strategist and former newspaper editor, who expalined : "I've seen very little evidence that the sweeping cultural shifts we've seen in the past half dozen years show any signs of retreating," Mr. Lasica says. "Young, tech-savvy people now typically rely on social networks ... to take cues from their friends on which movies to see, books to read.... And didn't 'Lonely Planet Guide' explore this terrain for travel and Zagat's for dining back in the '90s?"

With all that said, traditional media is still first choice of online users because the reporters and editors of these media outlets have created credibility. However, there are also many professioanl nontraditional information sites that become some of the Internet's most trusted places.The author gives the example of SCOTUSblog.com, written by lawyers about cases in the Supreme Court. It has become the place to go for other lawyers, reporters, and editors to find in-depth information about important cases.
In general, the Internet lets individuals achieve a significant level of trust. Regan gives the example of the Scobleizer.com blog written by Robert Scoble who is a former Microsoft employee and tech expert. He is seen as one of the most important people to read from when you want to learn what's happening in the world of technology. He built his large audience on the fact that people trust his writing. Aside from Scoble, there are many other professional blogs that are written by CEO's, presidents of companies, as well as by really established individuals.

The web is full of ideas, facts, information- all that need to gain that trust from people. Since it is a comparatively "new" medium, especially the non-traditional part many people convict to stay away from, it will have to keep proving itself... I have faith..

Alternative Media spending going up up up...

2008-04-04T06:13:00.000-07:00

In an article featured in the Hollywood Reporter March 25th, 2008, author Gail Schiller wrote "Alternative Media Spending Jumps."

Apparently spending on alternative media rose 22% to $73.4 billion in 2007 and is predicted to grow another 20% to $88.2 billion in 2008 despite a not so booming economy, according to new research released Wednesday by PQ Media.

Alternative media, is said to include "18 digital and nontraditional media segments, accounted for 16% of total advertising and marketing spending in 2007, up from nearly 8% in 2002. "
However, by 2012, it is forecast to represent about 27% of total U.S. advertising and marketing spend (PQ Media).
So not only have i been egging Nontraditional media use on in my specific blog, it is actually stated that by 2012, it is anticipated that one out of every $4 spent on advertising and marketing will be on alternative media, according to PQ Media president and CEO Patrick Quinn.

Recent technological advances have caused outstanding changes in consumer behaviors and media-usage tactics, which have pushed the advertising and marketing systems into a transitional period. Driven by these market forces, facts, and brand competition, brand marketers are constantly seeking new strategies to reach consumers more effectively through captivating methods in specific locations. This fad is fueling the shift of spending dollars to alternative media.

According to the research report, titled "PQ Media Alternative Media Forecast: 2008-2012," alternative media is expected to increase to an annual growth rate of 17% in the 2007-12 period, reaching an outstanding $160.8 billion.

However, there are specific alternative methods that are more popular, more exploited than others. "The largest alternative media segments in 2007 were event sponsorships and marketing, search and lead generation, e-direct marketing, online classifieds and displays, local pay TV and product placement."

Other frequently used segments that are projected to increase in growth i the next five years include "consumer-generated media, mobile advertising, video game advertising, online video advertising, word-of-mouth marketing, advergaming, webisodes, product placement, search and lead generation advertising and digital out-of-home media."

I am almost at then end of a semester of posts about Nontraditional advertising, and in every post i realize the progression, expansion, and growth of this trendy medium. And unlike other supposed "dying" media, Nontraditional/ Alternative i constantly changing, and takes many different unique forms. Nontraditional is not going anywhere.

Red Bull Goes Surfing Dude

2008-03-28T11:00:00.000-07:00

"Imagine adjusting to the rhythm of the surfboard as you ride Tahiti's Teahupoo. Suddenly, a huge wave envelops you. You have two choices: stop it or watch it from all angles as the water crashes down."

On February 22, 2008, AdWeek featured an article titled "Red Bull Hangs 10 with Surfers" by contributing writerShahnaz Mahmud. The article discussed how energy drink maker Red Bull launched a new web site dedicated to surfing. Redbullsurfing.com has incorporated video technology (by Immersive Media) give viewers and "web-surfers" the feeling that they are a part of the action. "The technology uses a special camera that captures 11 separate video streams, which are arranged according to geodesic geometry to create a spherical image intended to provide a 360-degree view."

Apparently, this new initiative came about after TAOW Productions, charged in a marketing brief by Red Bull, sampled the Immersive Media technology off the Florida Keys in a gunboat simulation. Butch Bannon, director of special projects and business development at global marketing agency TAOW described how that is when it hit them-- "Our mission is to connect brands with their core consumers in ways that really impact and affect them in a multi-sensory fashion."

They went to increase traffic to the site by offering the target customer an experience they crave, compelling footage that will make them want to return to the site, and support the brand that brought this about--Red Bull!

EvenB. Scott Taylor, founder and president of TAOW, stated that"Red Bull is at the forefront of experiential marketing techniques that will have a profound impact on the industry."

We all know of the "Red Bull will Give you Wings" campaign, one that has stuck in our minds, that most can spot from a mile away. However, this is a new technique, a new campaign, with a new innovative idea.

Experimental marketing, much like nontraditional is almost crucial to any campaign now. Brands are more than over competing for thier consumers attention and retention- and the smartest way to win thier hearts is to give and show the what they want.

Huggies on the Big Screen!

2008-03-23T09:35:00.000-07:00

In an an Article in BrandWeek titled "Huggies Goes to the Movies," Vanessa L. Facenda discusses Huggies recent new ad effort for its kids bath and body products. "A singing flamingo shaped like a toilet and a hippo with a soap dispenser for a head star in the "Cleanteam" music video which debuted last week before the new Dr. Seuss movie, Horton Hears a Who!"

This 60-second ad runs in more than 3,500 movie screens nationwide through April 24. It will also air before Nim's Island, Food Fight and Wild Child.

Huggies new "Cleanteam" is a seven-SKU toddler bath and body line, featuring products such as bath wash, shampoo and hand soap. This new campaign also introduces cleansing cloths and new inspired packaging (the line launched in January 2006).

Like the commercial ad, they created a two-minute bath time "Webisode" which combines animated characters with real people. "The music video brings the characters to life to engage the toddlers and their mothers. The bath time Webisode is more about product usage," said Stacey Tomoda, Cleanteam media and relationship marketing manager. Huggies, owned by Kimberley Clark utilized Mindshare, New York, to create the music video and Webisodes.

More than anything, this campaign hopes to drive consumers to the newly created Huggiescleanteam.com, which launched March 17.

Cleanteam is also teaming up with Nick Jr. and PBS Sprout to air the video on video-on-demand programming. Nick Jr. also will air a 30-second trailer before VOD programs. At the same time, Webisodes will air on Nickjr.com, BabyZone.com, Parenting.com and Kaboose.com.

The brand spent about $1.4 million on Cleanteam in 2007. The Cleanteam campaign part of K-C's ongoing effort to increase their nontraditional efforts. They estimate their Nontraditional spending should reach 34% of its total marketing budget this year, up from 25% last year.

It seems that K-C is really trying to integrate nontraditional advertising in to their mix, not only with Huggies, but also with Cottonelle (discussed in my blog "Unconventional Toiletpaper"). Brands like K-C, that try to appeal to a specific market (Toddlers/ their moms) while utilizing unique media and methods, are usually the ones that see their profits, their brand equity and image go up-- especially when they are creating a consistency within the umbrella brand.

Target remains traditional. Considering Policy Shift

2008-03-21T10:28:00.000-07:00

In an Article in PRWeek titled "Target Mulls Media-Policy Shift," author Keith O'Brien discusses how the super-brand Target has restructured its communications department, increasing the number of spokespeople, and reconsidering a long-standing nontraditional media ban.

As of now, as mentioned in one of my previous blogs, Target's current policy is to dismiss media requests from nontraditional publications, including trade titles and blogs. It seldom makes exceptions, as the company did with PRWeek for this story.

Amy von Walter, senior manager of communications at Targer, said this policy had much to do with thier lack of resources, but affirms that they are rethinking its options after boosting its spokesperson force from few to 40!

The way they went about achieving this was by combining the media relations, IR, and internal communications departments-- which now allows all communications professionals in the company to act as spokespeople, rather than making outreach the sole activity of the media relations department.

As mentioned in my last blog about Target, "Sorry says Target, we don't mess with Nontraditional, "when they recieve criticism of the company, as they did with New York Times coverage which stemmed from a policy statement released to a youth marketing blog that called a recent ad featuring a young model 'sexualized. They release a statement back that reads: 'Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.'

Von Walter said the statement was meant not to alienate or dismiss blogs completly, but to highlight and therefore stress Target's policy of not interacting with trade titles, therefore "focusing its resources on publications that frame stories specific to its customers."

When asked about this outrageous and even infuriiating policy, Von Walter said, "'Our policy (was) due to the limited number of resources we've had previously, we recognize that blogs are increasing in number and that our core guests' write and read blogs."

'We will be reviewing that blog policy going forward,' she added. 'We just don't want to make any decisions we can't follow up on.

With considering a ban on nontraditional media, target is risking an angry cyber-audience that will continue to use this agaisnt the brand, and disucss it online. To appeal to all kinds of markets, I perosnally think Target must reconsdier this ban, and realize that this might be the hugest mistake they ever make. I would say, accept nontraditional, and get with it!

facebook for you, me, and advertising?

2008-03-08T12:17:00.000-08:00

In an article in Adweek titled, "Why Advertising Needs a Facebook," Benjamin Palmer discusses the huge explosion of the web, and contends that in a matter of no time, the public will learn how to make ads itself, OH NO!

He tries to make the point that since everyone is already talking about how the industry is changing with the boom of nontraditional media and fragmented audiences, and it is obviously competition to the traditional ad shops---"but it's not that hard to adapt, if you really want to."

He says we should start with the idea of open sourcing creative within each company, how improved a big agency would be if it collaborated on everything. "If user-generated content and open initiatives are so powerful, why are we hiding from them? Let's unleash the wisdom of crowds within our organizations."

He says that at certain key points in the process, companies must treat the entire company as the creative department. A brief should be sent to the whole company, and solicit everyone's first instinctual response (which is usually the best thinking anyhow, from a pure inspiration perspective). You don't always know who is going to have the best solution for a problem. So look everywhere.

It is about finding the BEST way. This is how a brand like Facebook is way ahead of its competitors. For advertising creative development, it's about eliminating "crap" and finding the best ideas.

Palmer emphasized the idea of a "full-service" agency, which means a larger variety of skills and tactics than previously. If a company specialized in the web, "it can't just make a microsite anymore." Similarly, if a company specialized in PR, it can't just talk with reporters anymore.

His argument is that in the midst of our social and technological progression, it's time to put an end to "fixed-feature development processes."We need to resonate with the audience,that way the audience will start commenting on it. As of now, they seldom comment positively which is a success, and sometimes negatively, which causes a start over--- our response times are stunted.

To wrap up his argument, he contends that this industry is still building broadcast spots and Web marketing as if the 24-hour news cycle never happened, as if the blogosphere doesn't exist. If the advertising industry were a social network, we'd be MySpace: old, and "played out."

Facebook came along with an entirely new development method, making new features every couple of weeks, constantly changing it up, listeningto feedback, and is doing laps around MySpace. Advertising needs a Facebook.

The industry needs to take on this mentality and develop marketing experiences as quickly and lightly as possible, launch them, listen to feedback, and launch them again, modified and improved every couple of weeks until it works perfectly! And like facebook, do it all out in the open, letting the audience see what's going on.

What's wrong with finding a perfect system?" It's time for us to stop being scared of Web 2.0 and take some inspiration from it."

NBC rolls out...more media

2008-03-05T14:07:00.000-08:00

In a recent article in MediaWeek byJohn Consoli, titled "NBC rolls out Digital Out-of-Home Net," it is announced that "NBC officially rolled out today to more than 200 media agency and advertiser executives its NBC Everywhere network of digital out-of-home platforms in a presentation held in Studio H at its Rockefeller Center headquarters in New York City."

So far, NBC has strategically added platforms to the network and today announced the addition of fitness centers and college campuses to the mix.This bring NBC to a total of nine nontraditional digital platforms that will carry and present NBC content, and are of course available for advertisements.

One of the deals is with IdeaCast, it will be called NBC@The Gym, and with the University network, visitors at 900 fitness centers nationwide which offer IdeaCast will provide digital delivery of content and advertising. They will also get to see programming from MSNBC and CNBC on large screens strategically located within the gyms' cardio areas.

Of course, there is room for advertisers as well as they will be able to run spots within the content or participate in sponsored-vignettes, such as workout tips, which will air during the program breaks (the ads will be sold jointly by IdeaCast and NBC).

The deal with University Network will allow NBC content to be shown on 181 campuses nationwide where University Network has screens set up strategically in high traffic locations. Of course, NBC will create specific content targeting the college demographic and the segments will be hosted by young stars of NBC shows.

Did i forget to mention that Advertisers will be able to buy advertising that appears on a portion of the screen while the content is airing as well?

This is yet another way to get more ads in more places. Don't you guys think for one minute that we have reached some sort of plateau because we have not. More companies are trying harder to reach everyone, and by everyone, i mean everyone they want to reach, anyone that might use the product or service. So here we go...some more ads ...while we work out!

Also, there was another platform discussed at the presentation- FuelCast which is a Network powered by NBC. This special gas pump is connected to a digital screen that is activated only when gas begins to be pumped--Now at 480 gas stations around the country.

Exclusively NBC content begins to show and after every 30 seconds of content, a 15 second ad message is run. The screen obviously shuts down when the gas pumping is finished.
The number of commercial views can be measured and the advertiser pays only for those views- so it is indeed "advertiser friendly."

The FuelCast Network is in Shells, Conoco and Phillips gas stations in Los Angeles, San Diego, San Francisco, Chicago, Washington, D.C. and Miami. And advertisers can buy specific time periods in specific markets for specific products each day.

Now we can't even do something as mundane as pumping gas without ads. How lovely.
And how great for the industry :)

Nascar changing tactics...

2008-03-01T15:27:00.001-08:00

In an article titled "Marketers Are Putting Nascar on Different Kinds of Circuits," in the New York Times, author Stuart Elliott discusses the 2008season for the Nascar Sprint Cup Series. The hooplah began on Sunday Februrary 17th and ita sponsors accelerated efforts to reach fans through the Internet and other nontraditional media.

For years, marketers with Nascar deals -- among them Best Western, Coca-Cola, Ford, General Motors, Molson Coors, Nationwide, Office Depot, Procter & Gamble, and others, focusing their ad spending in mainstream media like television, radio, print and billboards.

The author notes that Nascar was pretty conventional in thier advertising, "If they were in a daring or experimental mood, they would -- gasp! -- buy some commercial time on cable."

Because of social, technological, and media progression this is now changing with campaigns with Nascar drivers and cars on Web sites, cellphones, digital video recorders, satellite TV and radio, video games, and mobile devices.

''It's incredibly important to reach the fans in different ways as they engage with our sport in different ways,'' said Steve Phelps, chief marketing officer at Nascar in Daytona Beach, Fla.

''If we don't do that,'' he added, bringing up a rival mode of transportation, ''we're going to miss the boat.''

It is becoming more and more evident that comanies nationally are recognizing the need to incorporate nontradtional media into thier mix. Even Nascar, an already established brand, hosuehold name, hasmillions of fans, 30 million of them, already consuming 8 hours a week of Nascar media.

At the same time, Nascar remains loyal to conventional media, as it is still a very important medium,"But as media becomes more fractionalized, we need to make sure we're finding the places where the fans are.''

One place the fans can be found is with thier cellphones. Hence, in 2008,Sprint is sponsoring a multimedia campaign with the theme ''Speed is beautiful.'' The campaign is by Goodby, Silverstein & Partners in San Francisco, part of the Omnicom Group. There will also be a Nascar Sprint Cup mobile application for Sprint cellphones that will give information about driver lap times, speeds and point standings; radio broadcasts of races; and ''in-car driver communication'' for the cars entered in the Daytona 500.

Also, another popular way to increase new-media presence of Nascar sponsors is microsites, which are specialized Web sites devoted to Nascar that are separate from their mainstream sites.

For instance, Office Depot has officedepotracing.com, and Best Western has bestwesternracing.com

As you can see, even multi-successful companies like Nascar go all out on their advertising, and creative resources. Companies and brands have the task of keeping up with society, with our lies and dislikes, with our new gadgets and technological advances. Even if you have loyal customers and fans, you have to keep them happy, show them you still have it, reassure them, while swaying potential consumers to join the club.

What's your firms marketing startegy in 08'?

2008-02-29T11:24:00.000-08:00

In an article in the Philippine Daily Inquirer, titled, "WHATS YOUR FIRMS MARKETING STRATEGY IN 2008?"

Different strategies of marketing are sectioned and discussed in terms of its expected use in 2008. The categories include: Public Relations, Technology Marketing, Traditinal Marketing, Non-Traditional, Green Marketing.

Rommel Juan, owner of Binalot, suspects that PRwill surely be utilized more as people realize the brand value it generates. More brands and companies will look into nontraditional marketing to avoid the noise and clutter of traditional media. Pretty similar to the way they are becoming more creative in finding new market niches so that they can create their own market instead of competing within "saturated markets."

Pinky Yee, Marketing head of Goldilocks, talks about Technology marketing and how it has such an impact in our lives. We all carry devices like cell phones, laptops, iPods etc. This leads marketing professionals to find new options to reach customers. "Traditional media like print, radio and television are unlikely to be replaced, but they will surely be enhanced by new techniques such as mobile marketing, in-game marketing, blogging, podcasting, podspotting and intelligent linking."

Karen V. de Asis, author, of "Color Folders In The Mind: A Branding Story," discusees how Green Marketing, improved from how we think of it now, will make an appearence in 08'. He explains it is not the traditional, conventional message that notes environmentalism but one that is completely based on true green product or service.

According to this article, many marketing forms will explode in 08', however the "savvy marketer" will realize how consumers are breaking up into smaller and smaller communities, becoming less homogeneous, and more niche. This is why the media mix must reflect this. "Concentrating advertising budgets on a single medium will not work in this complex marketplace. So there will be a diverse mix of the traditional (TV, radio, print) and nontraditional (blogging, YouTube, social networking, such as facebook and multiply)."

The media seems hyped about new marketing fads in 2008. Apparently, more than ever, companies and brands have to make sure to stand out of the clutter, pay attention to the effectiveness of their specific marketing mix, and make sure it is reaching their desired, maybe large, preferably fragmented specific audience. With all these predictions, let's wait and see what happens shall we?

Advertising is crucial, nontraditional is too?

2008-02-23T16:06:00.000-08:00

An article in "Branding Strategy," titled, "Nontraditional Marketing Approaches that Work," discusses how advertising is an extremely vital part of any brand marketing plan.
However, many companies are finding that unconventional approaches are also effective.
Some companies have turned to unconventional marketing because they are unable to support large, national, expensive advertising campaigns.

There is another side to this though, "some companies are just more innovative than most in developing their marketing repertoires."

The article gives some examples of successful nontraditional campaigns, since not all are as successful as some. These ideas range from Membership organiations, like the Hallmark Keepsake Ornament Collectors Club, special events such as the Saturn Owners Homecoming, museums and factory tours, including World of Coca-Cola Museum in Atlanta and Las Vegas; CNN Factory Tour in Atlanta, Kellogg’s Cereal City USA in Battle Creek, MI.

Sometimes Nontraditional campaigns can work on thier own, other times they are part of a larger campaign, and often they are just the icing on the cake- a little show off, a little embellishment to a more traditional look.

If a company doesn't have an in-house agency, there are multiple agencies specializing in nontraditional advertising such as: Room 116,
Marketing ADventures,
and many others companies that are completely dedicated to the art and profession of nontraditional...who knew it would get this big...interactive is on its way...

unconventional toilet paper

2008-02-22T10:36:00.000-08:00

According to Promo Magazine, in an article titled, "Cotonelle launches major nontraditional campaign, "Cottonelle launched a major non-traditional campaign. Yes, yes, Cottonelle, the toilet paper brand with the ever so cute puppy dog as their mascot, unraveling a roll.

Kimberly-Clark has launched the largest non-traditional marketing campaign in its history to boost sales for the Cottonelle brand. With so many different brands of toilet-paper to chose from, all serving the same exact purpose , they realized they would have to do something different to sway consumers to buy Cottonelle.

The campaign, called "Be Kind to Your Behinds" starts off this month with a mix of "experiential marketing, Web sites, Internet ads, bus and train station ads, FSIs, in-store promotions, redesigned product packaging and public relations activities, as well as traditional TV and print advertising." The iconic cute Cottonelle puppy will of course be featured in all of these, to of course, maintain consistency and image.

In March, they are sending out a puppy-themed bus that will travel to major metropolitan cities across North America. The bus includes four comfort areas where visitors have access to massages, yoga, and relaxed sit it-down areas. The bus tour kicks off in March at New York's Grand Central and Penn Stations. It will then travel to Philadelphia, Chicago and Toronto, and conclude in San Francisco. Cottonelle will advertise inside and outside of the rail stations the bus visits.

They are also starting a sweepstakes in March with details to come at http://www.cottonelle.com and via in-store FSIs.

On January 7th, TV spots by JWT broke in the U.S. and Canada , as well as the launch of the remodeled Cottonelle Web site and striking print ads. Also, the this summer, the brand is debuting international campaigns across Europe.

The spend for this campaign expected to approach some $100 million, about a 25% increase over last year's outlay.

The increase represents a jump in both traditional and nontraditional media, including experiential and interactive marketing.

People are calling this Kimberly-Clark's largest nontraditional campaign, and there is much buzz about the remarkable efforts, and surprising choices.

They want to make sure people know that Cottonelle cares about our bottoms, and is positioning itself as the brand that understands the stress and discomfort many of u experience with our behinds daily, so they're brining comfort to us....and our behinds of course...

unique to widespread fad?

2008-02-16T13:15:00.000-08:00

So the reason nontraditional advertising started emerging was because brands desperately needed a way to differentiate themselves from their competitors, and most importantly they needed to find a way to stand out amidst all the advertising clutter. It started with certain companies using unconventional marketing tactics, to almost every company trying to incorporate nontraditional in to their marketing mix. Look for example at the surprising way Kinkos Whiteout used nontraditional advertising, even guerrilla, in the picture below.

To point out the new office supply line, Fed Ex Kinkos strategically used an oversized bottle of white out in another already painted area, the cross walk. Cool huh?

Anyays, now, accordinf to Inside Branded Entertainmnet, in an article titled "AICP: Web tops in nontraditional ads,"on Dec 7th, 07', the Hollywood Reporter Reported that The Association of Independent Commercial Producers' newly released membership survey finds that nearly 70% of member companies produced nontraditional advertising projects during 2006 --the most popular media being internet or broadband viral.

They estimate that by 2010, on average 38% of their billings will be from such projects. (Goodwin Simon Victoria Research collected the data in the report).

It is not surprising that brand are going to the virtual world with their advertisement, since the internet (www, .com) industry is just getting bigger and bigger.
I wonder what the next fad will be in advertising. Will things just keep on getting bigger and better? I sure hope so...

how do you know we need to lose weight?

2008-02-15T13:30:00.000-08:00

On FitSugar.com, a health site, there was recently posted an article titled "Guerilla Weight Loss campaign: cool or not?"
The articles discusses a recent A recent guerrilla ad campaign that has angered some New Yorkers. The Ad Council and the US Department of Health and Human Services placed tiny T-shirts in dryers throughout the city urging those doing their laundry to “shrink a few sizes.”
How do they know our weight? What if that shirt was placed in a machine used by someone insecure, already diagnosed with an eating disorder...does that person have to shrink a few sizes?

Lucky for those who find the shirts, because on it they are directed to a website ( HHS’s Smallstep site) which encourages (whomever) a little more to "“shed those holiday pounds, reduce their risk for obesity, and lead a healthy lifestyle.” Created by McCann Erickson, probono, the same guys who brought you ads for Applebees and Wendy's hypocritical much?

Props for creativity, and for standing out...but, hey, did they want to make people mad? I personally would be offended if while doing my weekend load with friends, i pulled out a t-shirt basically saying I'm fat. And i am not the only one. This is making a lot of people mad, and McCann is getting criticized for it.

Also, the decision to have this campaign in NYC was a questionable one. Yes, America has a weight problem, an obesity "epidemic" if you will, New Yorkers though, compared to the rest of middle America, are more fit.

We need to watch out a bit with nontraditional ads. Beware of getting a negative buzz, and making people angry. Maybe it makes you stand out more, creates a hype, but a bad one will do nothing for traffic and sales. I'm pretty sure it makes sense that rule #1 would be to get on your consumers good side. yeah. thats is.

Sorry, says Target, we don't mess with nontraditional

2008-02-08T10:58:00.001-08:00

Come on, even us crazy expensive shoppers can admit that Target is sometimes the place to be. They have everything! And even thier ads ain't that bad. Although a chain, they give us a sense of community, family, and accessibility for the average person.

Well, actually, Target doesn't do consumer interaction, or nontraditional advertising for that matter. In an article, "Target Doesn't Engage with Non-Traditional Media," in the Experience Manifesto, it is uncovered that Target is extremely unresponsive to consumers issues and feedback.

When a consumer tries to contact the store to complain about a prouct or ask questions, Target responds with, " Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.

Once again thank you for your interest, and have a nice day.”

What is that about? Apparently, they refuse to engage in this sort of new-age, internet, and consumer feedback process. Unfortunately for Target, and other brands alike, we are progressing in the ad marketing world, and if you want to have a positive image, you have to get with the game, and you cannot deny progress.

And if they are already responding, why are the so against maybe a suggestion? a refund? some advice? It begs the question of their importance of consumer satisfaction- or if they just care about making money.

We have moved away from the semi-mundane print and television world- we are advancing to the unique, the capturing, and the consumer-oriented.

Come on Target, we're moving forward.

ads while you make a number 1, or 2?

2008-02-06T14:28:00.000-08:00

So we have all seen ads coming up not only on television and print, but also on napkin dispensers, benches, clothing, cellphones, movies, and basically everywhere else people go, but who woulda thunk that they would be digitalized adverts in BATHROOMS?

According to Innovative Solutions Oceania, Wizmark is "a talking, singing, interactive urinal communicator." Its sensor can detect when a someone approaches the urinal, and will then greet him/her with prerecorded advertising messages and flashing lights. Whoa, that's a bit much just for a minute break at the lou (take a look at the article here).
Is the ad world over stepping its boundaries? Can we have a minute to ourselves here without flashing lights and messages that say GO GET THIS NOW. Is it really that urgent of a message?

Well, luckily there are other cool ways compaies are coming up with ways to advertise. The same article mentions Arcade Marketing Inc. and its new approach with its campaign in San Francisco, for the California Milk Processor Board. A new technology called MagniScent has prepared five area bus stops to be filled with the fragrance of freshly baked chocolate chip cookies. Its only about $30, and the smell lasts for about a week. Not too shabby eh?
Makes you wonder about the many subliminal hidden messages, atop of the more explicit ones we come across everyday.

Wow, that must be like, a lot. I guess noticing the messages won't harm us, but this knowledge should encourage us all to be avid consumers, smart buyers, and critical thinkers.

some people find it intrusive

2008-02-02T12:19:00.000-08:00

In an article by Paul MacFarlane, he concludes that "Non-Traditional Advertising Needs a Shower, Bad..."

He is stating the obvious, saying that before nontraditional advertising, one could more so than now, avoid constant adverts. Now, with nontraditional media, ADS ARE EVERYWHERE. You go get coffee, there might be one on the mug, napkin, or even place mat. And it gets annoying.

McFarlane says that, no matter what you feel about "traditional" advertising, be glad it tends to keep its distance. It was, and still is, easy to ignore, flip past, shut out, and turn off.

Now, it is unavoidable, inescapable, and everywhere. This, in contrast to what I'm sure the companies advertising think, is not refreshing, and we are slowly becoming numb and immune to these messages. They just fail to stimulate us at this point.

Yeah, i can think some ad is cool, if its presented in a unique, different way, but that doesn't necessarily mean i want to buy it. actually, it doesn't mean that at all.

TalentZoo.com, is the # 1 site for media and ad professionals. And from McFarlane's view, non traditional advertising gets way too in our face.

No one is saying that it is all bad, but it just needs to maybe "learn the requirements of intimacy," as McFarlane says, and if it wants to get closer to us, it should be aware of the demands of that intimacy.

" Don't shout. Don't act like a jerk. Don't smell so bad."

It should stick to impressing us, presuading us, and getting a little out of our faces.

Check out the rest of this article here

peacekies!

intorducing this new fad of unconventional advertising

2008-01-29T14:49:00.000-08:00

New kinds of ads, and of advertising companies are popping up everywhere.

It is now cool to be different.

You'll find them on sidewalks, or napkin dispensers. On the roofs of taxicabs. On fresh fruit. On hotel-room key cards, supermarket floors, even beach sand.

For example, check this ad for Benjamin Moore paint, using the shades of the sky as different blues!

Companies now more than ever, are seeking to make their messages stand out amidst the traditional marketing clutter, slap commercial pitches on almost anything.

Inc.com, the Daily Resource for Entreprenuers, recently wrote an article about how popular non-traditional advertising has become. http://www.inc.com/magazine/20000301/17271.html

The article discusses the different reasons that are speculated to have tipped this new fad. apparently, more than ever, there is just clutter clutter and more clutter. As well as the idea of advertising something when consumers are physically closer to the point of purchase, at a restaurant, on the street, rather than lets say, at home..

It was also said have initially started up as an inexpensive mode of advertising...that is interesting and effective...sometimes alone, sometimes alongside a calculated marketing campaign. Either way, it gives brands some edge, personality, and differentiates it from competitors.

Just a little intro for ya'll

fun examples, updates in the field, and more cominggg sooonnn :)

Search Engine

2008-01-29T06:35:00.000-08:00

Hey, check out this website. I use this for all my searches.

Test-Run-Post

2008-01-24T06:42:00.000-08:00

I just picked my topic!! Non-Traditional Media!

Will start posting asap!

See ya soon :)