the awareness fallacy
Customer Marketer, Digital Strategist, Dedicated Father. Passionate about the current & next web. Enjoying life online as much as offline. Eager to see how they converge.
The 62nd Primetime Emmy Awards will be held in Los Angeles on August 29. Here are the nominees for Outstanding Commercial:
Absolut - Anthem
TBWA\CHIAT\DAY New York
Duval Guillaume already was Belgium’s most awarded creative agency, but as of yesterday we’re also the agency with the most EFFIE awards from the last decade. Our three new awards take our grand total to 13 Belgian, 1 in The Netherlands and 1 European EFFIE. Proof that creative work built on consumer insights, strong ideas and credible promises results in stronger sales and even stronger brands. You can (re)discover all 15 cases on our website.
Yet another creative campaign by Japanese retailer UNIQLO, advertising their 2009 end of year sales. Instead of creating a traditional banner campaign, UNIQLO launched the Lucky Switch. A blog widget and bookmarklet that switched every image on any blog or site into Lucky Tickets when pressed.
Clicking the tickets could win you an exclusive bag. Alternatively, the losing tickets would turn into banner ads of UNIQLO.
How do you communicate that the new SkodaSuperb Estate features a remotely controlled boot, without having to invite everyone to a showroom?
Simple: let the customer have the same experience just by pushing the tv remote.
I see customer acquisition model as a mindset of ‘transactive’ elasticity. In other words your spend goes only as far as supporting each transaction. So, your spending over and over again to sell new products to the same target customer. And that tactical design can’t be treated as anything but an expense. Conversely, investments are nurtured over time, are less susceptible to cuts in a down market, and yield results at intervals or in perpetuity.
Contrast this with a model where you invest in relationships with your customers by engaging authentically with them in communities. These communities give the money you allocate to customer acquisition far more elasticity by spreading the wealth across the life of the relationship with relatively smaller spikes in expense that correlate with new product awareness. They center on investing in fostering and facilitating a dialogue with your customers, your partners and your prospects. Dialogues that far outlast single transactions. And via a platform to engage with them between transactions. Sounds like an investment and not an expense to me now.
Just as last year, Google succeeded in predicting the winner of the Eurovision Song Contest 2010. Based on an analysis of search queries Google was able to point out that Lena, the German contestant, would win Eurovision by a landslide.
Next year, remind me to put my money where Google’s mouth is…
Friday 28th May 2010 will be a true Duval Guillaume day.
Duval Guillaume is organizing two exclusive seminars.
Duval Guillaume Corporate will kick off the day with first class presentations on corporate and employer reputation management. In the afternoon Duval Guillaume Modem will show you how online content marketing will help you build sustainable customer relationships.
Speakers include:
For the full program and registration to this free seminar, please head to www.duvalguillaumemodem.com
