I’ve been asked to speak at the Hawaii Advertising Federation annual “university” this coming January, 24, 2008. Since I want to evangelize about new media, I’ll be using our blog to start connecting with the members as well as asking for input from others of you who have opinions and recommendations.
For the members of HAF:
- what do you love and hate about the internet and technology?
- how often do you read blogs or consume podcasts?
- do you have an iPod?
- on a scale of 1 to 10, with 1 being a technophobe/luddite and 10 being a geek, where do you rate yourself?
For the rest of you:
- what do you think of the state of advertising?
- what do you want to hear from a company, as a consumer of its products and services?
- are there do’s and don’ts for companies who want to converse with their customers and potential customers?
- what’s the best way to reach you and influence your buying habits?
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I think advertisers really ought to think about service. How will you provide follow-up service to me if I buy into your product? How will you reach out to me once you know my preferences? An example: when I shop for groceries, I ALWAYS buy Fresh Step kitty litter, but I ALWAYS get a coupon for Tidy Cat. I even took the time to sign up for this grocery store’s “rewards program”, so why can’t they reward me by paying attention to my preferences? Technology today allows companies to really reach out and give personal service to their customers. I believe the company that really takes advantage of this will win.
Advertising industry is being turned upside down now. I’ve been in discussions with a respected local advertising company owner who actually had some of the same questions I have/had even though I represent a brand. I but don’t employ this company for our brand so our relationship is that of information gatherer-exchanger with him as we both investigate “new media.”
His concerns are similar to mine. With all the new companies springing up around new media, it’s hard to tell from where we sit exactly what it is they offer? At a WOMMA conference brand meeting, I found this to be true with other major brands as well. Approached by XYZ Kazoo Players company (they all have names that don’t gtell much about what they do), I have to peel away what it is they offer. Traditional advert agencies such as my buddy’s have exactly the same issue. What is it you area offering? When someone tells me “everything” in response—I tune out. After a year our so hanging out in teh nontraditional world, I feel I am finally getting up to speed figuring out what these new media companies actually do and how they can help me.
Don’t know if this comment helps.
Bob
@Bob – Yes, these comments are VERY helpful! This landscape is just another flavor of the web challenge businesses face: how do you know what you don’t know? How do you evaluate a vendor, a proposal, a fee estimate? There is no way other old-fashioned business practice: ask for references, check them in detail, look at people’s work and see if you like it, even if you don’t fully understand it. And, I might add, be willing to pay a little to try out a relationship with a vendor. The vendor will be happy and you will gain education that can be used regardless of who you ultimately hire.
@Mary-Lynn – My short answer is that technology is not actually all that advanced. :-( And it appears that TidyCat is paying for the coupon placement, maybe even targeting Fresh Step buyers specifically to convert them over! A third level of analysis would be for the store to go to Fresh Step, and say, “Hey, even tho Tidy Cat is offering discounts, people still prefer your product. Why don’t you work with us?”
Alas, the majority of data goes unstudied or over-studied. Data is hot topic these days, as people want it used for good (target me please based on who I am) while some marketing types are only after the sale. To be continued.