Category Archives: Advertising

IzeaFest 2008

Yuppy! I’m writing again!

Very excited to share my experience at IzeaFest 2008. I had the privilege of being invited to be part of an advertisers panel to speak to bloggers about “What Advertisers Want”. This was last weekend, not this past weekend, but the one before, in sunny and humid Orlando. I’m late to the game, but nonetheless, it’s worth to write about it.

I met, talked to and exchanged one or two words with many interesting bloggers and advertisers there. That, in itself, was worth the trip! Some of the big name bloggers I met are:

Jeremy Shoemaker

John Chow

Lena West

I specially enjoyed meeting my account rep, Luis Abreu, who I mainly speak to on the phone, and the entire Izea crew, wich is made up of one super-energized CEO, Ted Murphy, and his super-tight and amazing cool staff, which I call the Izea Family.

I’ll post the video of my panel here, and if you’re interested in watching more, you can visit here.

What Advertisers Want

Enjoy!

Miller Chill

Miller Chill I’ve seen the ad a couple of times and, obviously, the Brazilian samba (meaning the lyrics are in Portuguese, not Spanish, in case you don’t know that we speak Portuguese in Brazil, not Spanish) playing on the background is what gets my attention. Then… I remember… ahh… it’s beer and it’s ¿Se Habla Chill? campaign… for the Hispanics… the ones who speak Spanish… not Portuguese… how confusing!!! Are they trying to be global here? Appealing to “all” Hispanics? The Spanish and the Portuguese-speaking ones? If so, they still have long ways to go.

I wonder if the intended audience of this campaign is having the same confusing reaction. Can they be annoyed by the samba on the background? Ohh… yes, they can!

Shame on you Saatchi & Saatchi… I thought you had transcultural-competent people at your offices. What a lazy job, if you ask me.

Something else missing here… taste testing. I hope Miller did some taste testing before rolling it out, because I’ve already found some negative reviews of the product on this blog. To me, the whole concept of Miller Chill (like Tequiza) just does not appeal. It’s not beer (the way beer is supposed to be), no matter how golden it looks. It’s a hybrid drink… a confusing alcoholic beverage just like its confusing TV ad.

Adding a piece of lime to the beer is something that’s culturally ingrained in Latin America, mostly Mexico. Latins (Mexicans) do it because they like to add a bitter/citrusy taste to it (or whatever the reason may be)… but when they are on the beach, sun bathing, relaxing, chilling, having a good time. Mixing lime juice in the beer and buying it at the supermarket is an ENTIRE different product and experience.

Marketers, please listen… not everything can be packaged or bottled! Corona did a phenomenal job because it showed Americans how to drink beer in the Latin style… by just adding a piece of lime. Corona did not invent a lime-beer. Very different approaches.

Spelling Bee… Anyone?

Let’s make believe…

Q: Spell the Latin word that’s feminine for medius and the PLURAL of a medium, as in “a medium of conveyance, or expression.” Pay close attention, it’s a medium of communication.

Tic-tac-tic-tac…

A: M-E-D-I-A. Media!

media

Q: Spell the PLURAL of the Latin word that describes an individual who communicate with spirits. Pay close attention now… this is tricky… the plural can ONLY be applied in this context….

Hmmm….. tic-tac-tic-tac…

A: M-E-D-I-U-M-S. Mediums!

mediums

Congratulations! You’ve got it right! There’s no such thing as medium to describe more than one medium as a channel of communication, as the correct form is media!

Now, if high school kids can get that, why can’t adults in the business of MEDIA get it? I’ve gotten to the point where it hurts when I hear someone in my OWN industry (for crying out loud!) telling me that “we should use all the mediums…” I just want to barf at that point… and I must confess that my respect for that person’s skills is gone… gone, gone, gone! Why should I listen to someone who cannot use a basic word correctly? It’s grotesque and very disappointing to see my peers commit such a stupid mistake… and I’ve seen a lot, not many, a lot. The worst part to me is that they don’t even care to search for the correct way of saying it… they’re stuck on the idea that mediums is correct, from wherever they got that idea from, and end of the story.

Very much how they approach the Hispanic and international markets… They hear something on the grapevine… sounds good to them, but they don’t bother checking the sources to see if that’s really the case. What a mind!

I, now, correct everyone who hurts my ears with mediums when wanting to refer to media. And I want to ask all of you to do the same! PLEASE CORRECT THEM! You are, without a doubt, doing them a favor.

BTW, I referenced the very-trusted Webster for this.

Oh… here’s a rule of thumb that may be helpful… when in doubt, go with shorter word. Pretty easy, no?

New Year’s Resolution

Increase online advertising budgets – Boost it or loose it!

This is the perfect time for a new year’s resolution, and I’d like to suggest to all marketers that they increase their online advertising budget in 2007. We’ve seen astronomical growth in online advertising in 2006; according to the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP, “internet advertising revenues reached an estimated new record of $4.2 billion for the third quarter of 2006. The 2006 third quarter revenues represent a 33 percent increase over $3.1 billion in Q3 2005″. This shows how marketers have embraced the power of online advertising and how they have trusted the medium.

But, why are most marketers still not spending a fair percentage of their budget online? These are the two most common reasons:

  • search doesn’t bring us new customers; all of our orders come from searches on our brand name
  • we have a strong an organic presence on many keywords; it’s a waste of money to pay for traffic when we get it for free

These are all valid points, but the internet has dramatically changed consumers purchase behavior and online advertising is trying to tap into that. So far, we have learned that:

  • people are increasingly moving to the internet to search for product/service
  • people don’t search for products/services they don’t know exist
  • people use search to answer their “questions”

The above information tells us that online advertising is bridging the cap between the consumer awareness of a product/service and consumer interest and action – online advertising has become consumers’ concierge or “product location” service. Can’t you just imagine somebody searching for a pocket digital camera she just saw on TV or heard from a friend? When they do that search, you want to be there in front of them.

So, there you go marketers… think of paid search advertising as a way to facilitate your consumers’ purchase process while ripping the benefits of increased awareness and ROI. If I still didn’t convince you, you might as well go ahead and just do it because your competitors are doing it and you’ll be left behind.

Source: “Budgeting for Search Success.” Multichannel Merchant, 12/06.