Comments on: HAF Members – Let’s Get the Jan 24 Party Started

By: Bare Feet Studios » Blog Archive » Rent or Buy? How Does a Company Decide to Use New Media

Sun, 24 Feb 2008 05:26:48 +0000

[...] to know it all – and that’s the reason for us to keep talking. For those of you attending the HAF Conference tomorrow, we’ll be discussing this in more [...]

By: Bare Feet Studios » Blog Archive » HAF: A Message for You from Susan Bratton

Tue, 22 Jan 2008 23:22:55 +0000

[...] running in a few days at the Hawaii Advertising Federation meeting. I’ve been addressing the topic here on the blog, and today’s post is a personal video message from Susan Bratton, one of the founders [...]

By: Roxanne Darling

Roxanne Darling — Fri, 04 Jan 2008 01:13:48 +0000

@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.

By: Bob Beardsley

Bob Beardsley — Thu, 03 Jan 2008 16:03:12 +0000

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

By: Mary-Lynn

Mary-Lynn — Wed, 02 Jan 2008 23:18:50 +0000

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.