Have a look at The Wall Street Journal ad in the media player at right. It breaks ALL THE RULES. The headline: WeatherTech? Meaningless. Subhead (Deck): Custom Interior Protection for Whatever You Drive? Protection for me or protection for the car? Illustration: Bullet-proof vests?
They may want to skim it. They may even give it the once over to look for something of benefit. But read it? Not so much. We live in a world of increasingly shorter and shorter attention spans—140 characters, six-second videos. When I get a stack of mail, I spend about 15 seconds shuffling through what will immediately go into the recycle. When I open my email inbox in the morning, I spend the first 10 seconds clicking all the emails I will immediately delete. We're all starved for time, and B-to-B marketers need to do things differently to grab attention
I am often asked, as I was today, about the future of marketing. Broaching this subject is risky. It is even dangerous because, whatever I say, there is likely to be a chorus of naysayers—calling me nuts, telling me that what I am predicting is ridiculous, or calling me dumb and accusing me of predicting the past. That’s OK. Whenever you talk about the future, many of the technologies and capabilities are already here, and if they are not, they do sound crazy. The problem is that too many don’t have the capability or guts to implement them
Volvo is boosting the digital portion of its U.S. media spend by 40 percent this year. A chunk of that's going to a social media effort housed on #Swedespeak Tweetchat, a platform the Rockleigh, N.J.-based Volvo Cars U.S. created last year. The chat, which launched May 22, supports an integrated brand effort, via Boston-based Arnold Worldwide Team Volvo.
The visual web has arrived, and now brands like Volvo are figuring out what works for them. For Volvo, its image strategy revolves around the popular social network Instagram, now owned by Facebook. It's been active there for 18 months and has amassed 9,000 followers to the VolvoCarsUS account by posting a couple photos per week. Unlike other social networks where engagement strategies aren't about the product, all Volvo posts to Instagram are shots of its cars. Volvo photos get an average of 500 likes or more.
The Associated Press (AP) is accustomed to writing headlines, but it recently made some of its own when it launched a new ad campaign on Twitter. The ads weren't designed to promote the AP, but Samsung. And both parties circumvented Twitter's ad service to buy and place them. Given that the @AP feed has over 1.5 million followers, it's an attractive advertising opportunity for a consumer brand. Still, some objected to the deal, saying it showed a lack of "journalism ethics" by blurring the line between editorial and advertising (AP did clearly label the post "Sponsored Tweet").
Volvo Cars of North America is tapping into the aspirational nature of Pinterest by asking users to describe their ideal road trip in a new campaign it hopes will ultimately present the brand in a new light to a different audience. This marks Volvo's first foray into Pinterest and marks the launch of the car manufacturer's official Pinterest channel.
If you’re trying to sell a product or service, there are two approaches; branding or benefits. Let me explain this a little further…You can put your marketing dollars into promoting your brand image, or you can make a rational case citing product facts and benefits. When we speak of promoting a” brand,” we’re not really talking about mere products sitting on a shelf. We’re actually referring to a set of beliefs that the prospect has developed about a product or company over time. A brand, in other words, is a powerful mental franchise that stays deeply embedded in the prospect’s mind.For example, the