Ladies look at your mouse. Now look at me. Now look at your mouse. Now here's a 3 minute succinct precise on the recent Old Spice 30-second conversation starter and social media activation.
All in all. Spicy. Very Spicy.
Key takeaway: We've become really good as social media as a campaign. Jury's still out at our ability to deliver social media as a commitment.
Spread the word:
Share JJTV with your man, your colleagues, clients and followers
Tweet or RT: New JJTV -We've become really good at delivering social media as a campaign. Final words on Old Spice - http://bit.ly/socialspice
I'm on an Internet. And I don't smell as bad anymore. But am I wearing Old Spice? I debate. You decide.
Exhibit A: I've just written an article on the "Old Spice Guy" campaign. You can check it out on Adweek here. The full text of the Adweek article is below.
Exhibit B: On Friday did my quasi-monthly "debate" with Mitch Joel, where we discussed the campaign, it's social media side, lovers v haters and of course, the "did it work?" component.
People want this to succeed for so many reasons. All of them wrong ones.
Mitch Joel is in love with Isaiah Mustapha.
Subverient Chicken called; they want their BMW Films back.
P&G and Wieden may very well be laughing all the way to the bank. Good for them. They deserve it. I'm a fan but not a fan boy.
It's 2010 and apparently what's new is a 73-year-old deodorant.
Fresh off its Grand Prix award at the 2010 Cannes International Advertising Festival, Old Spice is now the talk of the social media town based on its "damn, I wish I'd thought of that" two-day social media blitz, where pitchman Isaiah Mustafa personally responded (scantily clad in nothing but his signature towel) to over 180 contacts who engaged "him" and/or the brand via Twitter, YouTube and Facebook comments.
His correspondents included key "influencers" ranging from Perez Hilton and George Stephanopoulos to Digg's Kevin Rose and Ashton Kutcher. The social media elite (although the list sounds a lot more like traditional celebrities) was swept up in a wave of narcissistic delight, which in turn reflected itself in a mega-amplification of earned media -- the likes of which have probably never been seen so rapidly and explosively. (See also: "Spice It Up - Did the Old Spice Campaign Work?")
To be sure, the commercial itself is good. Not great, but good. OK, maybe great insofar as it is highly creative, engaging, well executed and amidst a sea of clutter, sameness and mediocrity is about as TiVo-proof as the dying seconds of a tied Super Bowl game. But was it worthy of the crème de la crème of the global advertising film elite? Personally I think the beleaguered 30-second spot took another giant step back this year, especially after the BMW Films, "Campaign for Real Beauty," chocolate loving gorillas and Honda "Cog" of yesteryear. This was a great CPG commercial, which you just get the feeling has been done before, only you just can't quite place it. But that's irrelevant, really.
What is relevant is that television advertising will likely never be the same after this particular approach. With a whiff, spray or spritz of 73-year old scent, the 30-second spot became a conversation starter; a means to an end; the first piece of an ever-expanding puzzle.
Gone are the days of the new media zealots begging to be sent to the shoot so they can think about how best to version, adapt and extend the original assets to the fullest extent of online's potential. Gone are the days of lobbying for the social media navel gazers to be FedExed to the set, armed to the hilt with their HD Flip cameras, M-Audio mixers, Verizon MiFi access points and Twitter apps. Gone are the days of simply plonking a commercial on YouTube for bonus "hits."
This is a game changer. Or at least it will be until sales go south, the CMO moves on and the agency realizes it should have locked in Isaiah Mustafa to a long-term contract and now his residual rights alone rival only LeBron James' appearance fees.
But was this ever about sales? If it was, the results from the overarching campaign would seem to indicate a decent amount of groundswell: Although according to SymphonyIRI, in the 52 weeks ending June 13, sales of the featured product, Red Zone After Hours Body Wash, dropped 7 percent, according to Nielsen, over the past three months, sales jumped 55 percent and in the past month, they rose 107 percent. It's hard to determine how much of this was due to an aggressive couponing campaign which was in market simultaneously, but directionally, there does appear to be a correlation between creative resonance, social momentum and sales. (See also: "Old Spice Campaign Smells Like a Sales Success, Too.")
On the flip side, there's the branding argument. Again -- on the surface -- the jury is out on that. The creative brief seems to have been transplanted into the messaging loud and clear: somewhere down the discovery path, an eager account planner noted an insight that Old Spice was over indexing against female millennials (read: Hello ladies. Look at your man . . . now back to me).
I like to use a simple benchmark or litmus test against differentiation: if there had been no reference to a brand in this commercial, would you have known it was for Old Spice? Or if a different brand (competitive such as Axe or otherwise, like Listerine) had replaced Old Spice, would you have been any the wiser? On both counts, I'd say ownership or association is tenuous at best.
And then there's the prime directive for Old Spice (a brand that is otherwise in perceptual purgatory insofar that it is "still" associated with my Grandfather, may he rest in peace): Old Spice: The mark of a man. It's about as persistent and permanent in my impressionable mind as "Just do it."
Hell, just type "Old Spice" into Google and you'll see both the paid and organic results for the brand proudly bragging about a 73-year heritage that might resonate with a 73-year-old man, but surely not on a female millennial.
But again, perhaps none of this is relevant. After all, the campaign is the earned media belle of the ball in 2010. It's the endless BP gushing well (but in a good way). It's a gift to the marketing community presented on a silver platter in terms of how -- finally -- a campaign should be launched and ultimately sustained. It is as close to integrated as we'll ever see.
It isn't exactly what I'd call a "commitment," but I'd like to give both Procter & Gamble and its agency, Wieden + Kennedy, the benefit of the doubt on this one. I actually think Wieden has shown arguably the best understanding and interpretation of social media and advertising integration than any of its competitors -- most notably, Crispin, Porter + Bogusky, which don't seem to move beyond the wham, bam, thank you ma'am of viral fad of the month.
This isn't a perfect program, but it's without question head and shoulders (wait, is that a competitor?) above anything else the tired and lethargic me-too industry has to offer. I won't be buying Old Spice anytime soon, though, unless I receive my gift pack and personalized YouTube response from Isaiah, but both of those are stories for another day.
I recently sat down with Andrew Sneyd and Mike Torres from Anheuser-Busch/ABInBev to chat about their 2010 World Cup activation in South Africa which launched under the banner of "Bud United" and included a reality-type program called Bud House, a Facebook profile/avatar face-painting application, mobile/fan-based Man of the March and much more.
Got a comment or question on this episode? I'm @jaffejuice on Twitter. Audio comments to +1 206 203-3255.
Google built a mega-global brand with barely a penny spent on marketing and advertising as we know it.
What's the only example of any kind of visual or graphic on their homepage? Their own logo! And who foots the bill for their free impressions and exposure? You (the marketer) and I (the consumer).
Quite brilliant.
In a world where marketers are so fixated on esoteric and meaningless brand minutia like brand guidelines, Google - once again - swims against against the grain and shows that's not just ok, it's pretty damn awesome to mess with the logo.
In this case, it's to celebrate the 30th anniversary of Pac-man (boy do I feel old!)
Bottom line: Google teaches us that even within the lowly keyword text search buy, creativity is as creativity does. It does not discriminate. It has no favorite form. It's all about the idea, it's originality, it's relevance and it's execution.
Spread the word:
Share JJTV with your creative dept, your colleagues, clients and followers
Tweet or RT: New JJTV - What Google teaches us about branding and creativity in advertising. Yes, Google! http://bit.ly/dtTAgA
Can you believe it's Mitch Joel who brings up the "Life after the 30-second spot" topic? It's a subject which is near and dear to my heart, but it's also one that I have some very informed and strong feelings about.
It's a fascinating conversation, which touches on the evoution and future of TV, the very definition of what is TV versus video for example and the critical distinction between content and commercials. There's also an interesting exchange at the end where I talk about Bud United/Bud House, where - even though Mitch says I'm shilling for one of my clients - I ask whether this is digital, social, video or TV advertising. Or not even advertising at all...
If you like these "debates" between Mitch and myself, look out for our tweets about upcoming shows or get alerts via my page on Talkshoe. What's great about listening live is that you can also call in live and we want to encourage more listeners to be active participants.
“It’s like a giant iPhone, except without the Phone,” is probably not that an inaccurate description of the much hyped and it must be said, initially fairly criticized device. That of course was before it came out. About 300,000 people (in this economy) ignored any speculation and purchased the giant iPhone-without-the-phone within the first few days of its retail existence. And now 1,000,000 “early adopters” have followed suit.
If I’ve learned anything in my hate-to-love and love-to-hate relationship with the brand, it’s this, “never…and I mean NEVER write off Steve Jobs, Apple and anything they release (or unleash) on its denizens.”
Truthfully, you have to hold the device in your hand to appreciate what it is. If you’re Jeff Bezos, you’re probably not the happiest camper. If you’re anyone else in the space you should be significantly less happy than Jeff (at least he has a bookstore to support his device – not like iTunes or the App store). Think about it for a moment: how was it that until now, there wasn’t a single large-enough, full color, multimedia portable (read: lightweight) device on the market? Not one. That’s what the iPad brings to the table in terms of have-to-haves. On the nice-to-have front, touchscreen and wi-fi make it even more compelling from a user experience.
I’m not boosting this at all (even if it seems that way). I’m just calling it for what it is. A pretty cool all-in-one e-reader, “portable DVD player”, gaming console, digital photo frame and jukebox. And in the case of the latter three, it’s not exactly best in class in terms of practicality, usage and capability. Which leaves us in essence with a pretty nifty portable alternative to TV and as I’ll get to shortly, even magazines.
On the plus side, the iNtegration with iTunes and the Apps store make for another seamless and clean synchronization with Apple’s continued push to own, bundle and dominate the mobile market. Yes, you heard me correctly…Apple is very much a mobile player and operating aggressively to lead this market[1]. From a practicality or usage perspective, expect many people to watch video (movies, TV, YouTube etc) lying down on their sofa with their iPad nestled neatly on their legs. To that end, expect an irresistible surge of innovation, creativity and even support on the accessory front that will make the impractical, practical and the impossible, possible. From hooks that allow your iPad to hang onto the seatback of your next flight or stands to support the digital photo frame functionality (which already exists by the way)
Like the iPod Touch and iPhone, the iPad community will step up to provide context, content and most significantly, the platform upon which to grow the equity and value exchange associated with the investment. It’s Crowdsourcing Apple style.
But before you run out and overspend, here is – in my opinion – the sinister underbelly of the iPad:
The iPad is way overpriced. An entry level $399 for literally the “bottom of the range” version make this a nice-to-have versus a have-to-have. Although it’s not a NetBook (nor does it profess to be), a consumer with $399 to spend would most likely be best suited to invest in a laptop or NetBook versus the bright and shiny iPad. I also think there’s going to be a tremendous dissonance associated with the first-mover-advantage premium paid to get in early on the iPad rush. Apple has already demonstrated a little too much eagerness when it comes to subsequent releases. Many (the wise ones) will hold back and wait for the next generation iPad which irons on various bugs, kinks and gremlins.
There’s an “iPad Tax” which seems to be synonymous with good old fashioned greed amongst developers. iPad applications are currently being developed for the iPad “in HD”, which is just a codeword for, “let’s charge significantly more for the same application because the screen is bigger.” Consumer backlash will probably help to equalize or normalize this egregious premium.
Another ridiculous premium is the additional/incremental fee for 3G usage. I’d like to ask why Apple and its 3G carrier partners don’t create an “all in” or “all-in-one” fee for iPad customers who are also iPhone customers. Unfortunately, I know the answer as to why there aren’t price breaks or built in tethering to support the synchronization of bundled devices. To counter this greed, many will “jailbreak” their iPads in order to tether them to their iPhone or similar 3G devices.
Screens are going to break. The bigger they come, the harder the fall.
The iPad will not save the magazine industry.
Don’t get me wrong – there is nothing until this point that has allowed as rich a digital magazine consumption experience as the iPad will allow. Not even close. A company called Zinio tried to create a similar experience on PC’s, but do people really want to read magazines on computers? Is that what they’ve been waiting for all this time? Is that the reason why magazines have been going out of business?
Personally I think magazine’s killer app has always been the ability to be read on a toilet and I’m hoping the iPad doesn’t resonate here, but on a more serious note the magazine and newspaper industry are going to lead the hype bandwagon with respect to the iPad. No doubt the ability to add in video, multimedia and other interactive components to the magazine experience will leapfrog the magazine business into the digital (and even social) era, but isn’t that what they once called websites? In addition, the real debate here will be an economic one; a numbers one – the million dollar question will be to what degree customers will PAY for their magazines on their iPad (and secondarily, what this fee – or heaven forbid, premium – will be) versus getting them for free in exchange for…advertising. In the case of the former, will people turn the pages any slower to avoid the advertising they were already avoiding or will the advertising become smarter, more engaging, more targeted and more valuable? That’s another million dollar question, but is it in fact irrelevant?
1,000,000 iPads doesn’t mean 1,000,000 subscriptions to the New Yawn Times or Vanity Fail. And even if every single iPad reader did pony up for a suite of magazine subscriptions, there are way too many to go round and way too few eyeballs to meet them. In other words, a short term band aid solution to massive continuing hemorrhaging circulation drops.
For what it’s worth, the battleground for the beleaguered print industry will be an economic one. Ala carte pricing or micropayments for extremely targeted articles, news and information may take the magazine and newspaper business in the same direction the music business is heading and the Cable sector will soon be heading.
…and if all else fails, there’s always giving away the content for FREE (gasp).
All in all, the iPad will usher in a rich and immersive mobile consumption experience and will ultimately become the one multimedia portable device to rule them all. The kinks will be sorted out and the base will grow. And as long as Apple doesn’t lose its focus and yield to the “Jack-of-all-trades” temptation, it will lead by example (especially with its iTunes-App Store vertically integrated feeder). In the various other categories (e-reader, video player etc.), the number of contenders will fall like flies, but expect one (maybe two at a push) leader to still prevail as a best-in-class specialist (I’m looking at you, Kindle!)
Finally, don’t be surprised if we begin to see a pricing normalization or equalization to “give back” to loyalists and early adopters, and recognize the investment into the iBundle.
So how can you take advantage of the iPad as a brand? Here are 5 thoughts:
I wouldn’t bet the farm on the iPad just yet. The reach just isn’t there. Put differently, if you haven’t invested in an iPhone App right now, that’s the place to start. That said, it’s not the worst idea in the world to begin planning ahead for a time when enough of the people who matter to you are taking advantage of rich, immersive and mobile multimedia experiences on screens larger than the Palm of your hand.
Think like a publisher. Apple has created a well-oiled vertically integrated machine that will allow you to be a true storyteller (finally!) and who knows, maybe even sell more stuff in the process. Why try and make the most of your “print advertising” i.e. enhance your flailing magazine and newspaper adspend, when you can serve up the entire experience? Content is King. Who knew?
The return of podcasting: what was once a subscription-based “video podcast” living on the outskirts of Fringeville is now front and center. The team over at “Will it Blend” are going to spend less time destroying iPads and more time delivering their compelling video through them!
Another unlikely comeback is going to come from the Convergence camp. A magazine is no longer a magazine, especially when it has interactivity and video. The same applies to the opposite end of the spectrum i.e. the medium formally known as “television,” especially when a viewer can become a reader at the swipe of a finger, and in doing so, learn or find out more; become better informed, educated and informed. This is a boon for the pharmaceutical space for example. On the flipside, convergence generally fails. I’m just sayin’…
The Creative Renaissance that began with the iPhone App store is going to get a whole lot bigger (but not necessarily better). New rules. New context. New usage scenarios may tweak the formula, but the end product is going to be even more consumer empowerment and utility. Brand have a lot to contribute and gain here.
Bonus: This wouldn’t be complete without a “Flip the Funnel” reference that goes beyond brand promises to actual customer delivery, service and experience. The stakes and potential are even higher here when companies can reward and recognize their existing customer base and subsets of loyalists, influencers, advocates and ambassadors.
As for me, I can’t help but laugh a little at the self-proclaimed early adopters lugging around their oversized iPhones. Silly little geeks. And I say that endearingly. You don’t need to try so hard to be cool.
So, I’ll be waiting for the second generation iPad, which should tell you something.
Fortunately, it will probably be announced by the time you read this Point of View.
[1] Credited to Peter Shankman in a conversation on marketing podcast, “The BeanCast”
People love to buy, but they hate being sold to. The ultimate paradox is our biggest challenge and biggest opportunity.
It applies to consumers and it applies to the B2B space as well. People either want to buy or they don't. And when they don't, perhaps we should stop selling and focus on building the relationship. However when they want to buy, we're no longer selling to them, but rather helping them get closer to making that purchase.
Simple huh? Paradox resolved.
What do you think?
Spread the word:
Share JJTV with your salespeople, your co-workers,
colleagues, friends and family
Tweet or RT: New JJTV - The great paradox of marketing resolved - http://bit.ly/bOvUBz
It's amazing how many companies are selling fringe social media solutions to mainstream brands that have mainstream audiences.
Prove to me that you have enough people that count. And enough people that matter.
If you're trying to experiment as part of your R&D or innovation process, go for it...but if you're trying to sell more stuff, you need to worry about reach.
I sound like a heretic, don't I? Or do I?
Spread the word:
Share JJTV with your media planners, co-workers,
colleagues, friends and family
Tweet or RT: New JJTV -When trying to sell more stuff using social media, go back to the fun-da-men-tals AKA reach - http://bit.ly/activereach
We live in a world of retweeting (in the olden days it was called
plagiarism - ha!) and so in that spirit, I'm going to pretty much cut 'n
paste fellow Powerdista, Greg Verdino's post, based on it's eloquence,
succinctness and my writer's block.
I'll add my 2c at the end...
Powered's newest client is VeriSign.
You might know them as the company that doles out dot com or dot
net domain names; sure you actually buy your domains from Go
Daddy, Domain.com or wherever but it's VeriSign that handles the
registries themselves.
So at SXSW
this year, we'll be kicking off some interesting programs to raise
awareness and registration of .tvdomains.
Video is hot and getting hotter, and .tv is the only logical domain
choice for content creators who are serious about generating video
programming, growing their viewing audience and building their video
brand. Here are some of the things we're doing over the next few
days to help you get started if you're new to video or get seen if you're already a
video vixen.
southby.tv: First
of all, you'll want to check out southby.tv.
Whether or not you're at SXSW, it's a great place to get a look at some
of the cool stuff happening in Austin -- shot by the real people who
are in the thick of things. As we say on the site, southby.tv is a "living diary"
showcasing video content from the insiders at the festival. Which
brings us to point #2 -- if you're at the event and have your video
camera or phone in hand, your content can be part of the southby.tv line-up. Just hit the site,
follow the submission instructions and your clips may be chosen by our
curation crew.
Here's my contribution:
You can be the Next .tv Star:
We're not just giving you a chance to have your SXSW clips appear on our
site; we're giving you a chance to hit the weblebrity big leagues (eww,
yes, I ready said weblebrity.) All over the event, we'll be
shooting audition videos for anyone who wants a chance to win a cool
prize package and a shot at being a correspondent for an upcoming Best
of .tv web show. The prize includes an all expense paid trip to San
Francisco where you'll spend the day backstage at Revision3 and get a private video
production coaching session from Diggnation
producer Dave Prager, one of the guys behind one of the web's most
widely watched video series. And of course, you could become a Best of
.tv correspondent...
Read on for more details about how you can
audition in Austin over the next few days. Or visit southby.tv to submit an audition
directly (and to learn all the rules and legal stuff, of course.)
The
.tv Street Team: We'll have a team roaming the event, shooting
audition videos for anyone who wants a shot at being the next .tv star
and handing out must-have swag. Be on the lookout and make sure you say
howdy (or whatever it is they really say in Texas...)
The
Bigg Digg Shindigg: .tv is sponsoring Saturday night's Live
Diggnation event (7pm at Stubbs BBQ). We'll have a big ol' tent
where we'll be shooting auditions for the next .tv star and doing some
other fun stuff, so be sure to check it out. If you can't be there, you
can also watch the fun when the Diggnation episode hits iTunes.
Special
Offers: And finally, to coincide with .tv's SXSW presence, we
will have special offers for anyone looking for an excuse to get going
with video. Check out the offers
page on southby.tv for your shot at freebies and more.
I'm a proud dot teeveer with Jaffe Juice TV AKA jaffejuice.tv into
the 80's (episodes) and bearing down quickly on my lethargic audio
podcast's 130's. When I launched JaffeJuiceTV, it was really a
no-brainer that this needed to be on .tv and that's why I registered it
off the bat. For some reason, it's not that intuitive to everyone....but
it *should* be.
Think about it for a moment: these days everyone is on video. Every
single device has a camera (well except the iPad) built in and the easy
of creating high quality video from a Flip Cam to a Web Cam is literally
a red circle away.
My point is simple: register it now before somebody else does. Who
know one day someone will come up to you and say, "don't I know you from
dot teevee?" Hey, it could happen....
Whether you're interested in a bit of inspiration, motivation, degradation or deprecation, I'll keep you on your toes and challenge you to face change head-on with a healthy dose of insight, foresight and prescription.
Flip the Funnel: How to use existing customers to gain new ones
What if we got it all wrong? What if we've been going about marketing completely the wrong way? In this provocative keynote, Joseph Jaffe will outline how retention can become the new acquisition for businesses today and in doing so, literally transform the way companies go to market and establish a critical competitive edge and advantage. Using his new “flipped funnel” methodology, Jaffe will outline the notion of customer experience, introduce the 10 new rules of customer service and present a social media-powered customer activation model that harnesses the true potential and impact of customer-generated word-of-mouth, reviews and referrals. If “getting more from less” has become your new mandate, you won’t want to miss a new approach which presents the possibility of doubling your revenues whilst halving your budget in the process.
Retention is the new acquisition
For too long loyalty, customer service and relationship marketing have been thought of as passive, reactionary and/or defensive tactics. No more. In a world that is becoming ever more transparent, networked and dynamic, listening and responding has become a cultural imperative. But the real question is, “with whom?” And the answer is an unequivocal, “our customers”. In fact if you think about it, without our customers we have no business; we have no budget to invest in acquisition or awareness efforts. If this is in fact the case, why do we continue to throw good money after bad wooing strangers with no overt or explicit affinity towards our brand? Why do we relatively ignore our lifeblood – our customers? What would happen if we turn conventional business practices on its head and in doing so, elevate CRM, loyalty and retention marketing to head of the class; from back to front office; give it its deserved seat at the strategic planning table? What might the result be? Flip the funnel and you’ll find out for yourself!
The new customer service
This is no longer your grandfather’s customer service. With the explosive and exponential advances and evolution in technology innovation and adoption, companies have limitless opportunities to connect with their customers in unprecedented ways. No longer considered to be a cost center, but indeed a strategic imperative capable of building the business – efficiently and effectively – from the inside-out. Using a revolutionary “flipped funnel” methodology, author and thought leader Joseph Jaffe will introduce and outline how customer service 2.0 – and its umbrella parent, customer experience – can become a powerful 1-2 punch capable of profoundly differentiating a brand from its competitors, establishing powerful relationships with customer evangelists and influencers and more importantly, arming this base with tools, techniques and incentives to spread word-of-mouth, recommendations and referrals to social networks, trusted peers and communities.
Join the Conversation
Continuing the conversation (literally) about how new forms of marketing are transforming the way brands are introduced, nurtured and strengthened, Jaffe introduces “what comes next” i.e. the rise of “conversational marketing”. The central message is simple: There are literally millions of alive, flawed, human, passionate, influential and authentic conversations going on around you right now: isn’t it time you joined in? The fact remains, all the marketing communication, media, messaging and advertising in the world can only get you so far. At worst, breaking down the door (there will be repercussions!) At best, getting a foot in the door. After which, conversation takes over. Through the power of community, dialogue and partnership, marketing can be a conversation; a welcome guest in the homes, experiences and lives of our consumers, if – and only if – certain principles, pathways and philosophies are put into practice.
Getting more from less using the power of innovation
It’s a double-whammy – a catch-22. You see the world changing in front of your eyes – consumer empowerment, democratization of creativity and content production, loss of control, reduction of trust in a new social media playing field dominated by new phenomena (microblogging, lifestreaming), new players (Facebook, Twitter), new products (Amazon.com Kindle), marketplaces (iPhone App Store) and technologies (Nintendo Wii) – and all the while, spinning out of control at the same time. You’re under increasing and unprecedented pressure to increase sales or at the very minimum maintain status quo, amidst never-ending budget cuts and scrutiny. Innovation and Experimentation are vital and yet seemingly out of reach. Well here’s the good news – investing in “commitment-based” marketing and coping during a recession are not mutually exclusive. In fact, they’re interconnected. By “joining the conversation” through leveraging the power of community, dialogue and partnership, you’ll quickly find yourselves on the right side of the “punch” – the 1-2 punch of growing your business and differentiating your brand from your competitors.
Life After the 30-Second Spot
Centered around his first book. Jaffe discusses the demise of the 30-second spot as the primary communications vehicle and in its place, the rise of bold alternatives to traditional advertising (the “93 colors”) such as interactive, experiential marketing, long form content, communal marketing, gaming, and on-demand viewing. You’ll be introduced to new models such as E.P.I.C., R.E.A.C.H., C.O.S.T. and R.U.E., amidst a cacophony of real-world illustrations and pragmatic and prescriptive advice on how to win in a world where the only constant is change.
There are plenty of other presentations as well, including - but not limited to:
Integrating Interactive into the Integrated Mix
The New Consumer
Web 2.0 (uggh)
New Marketing for a New Consumer
Of course, there are also custom presentations should you so desire.
You'll probably want to see me in action as well. Here are a few clips to keep you busy:
You can also check out my web video show, Jaffe Juice TV, for a bit more juice.
In 2009, some of my speaking engagements included (some private events not shown):
Google Client event (Sao Paulo, Brazil and Mexico City, Mexico)
ANA Senior Marketing Think Tank (Dallas, TX)
ANA Marketing Accountability Forum (New York City, NY)
PRSA Conference (San Diego, CA)
Coca-Cola Workshop (Moscow, Russia)
ADMA Forum (Sydney, Australia)
Satmetrix Client Forum (San Francisco, CA)
In 2008, some (private events not shown) of the conference/events I spoke at included:
Richmond Events/Digital Forum Keynote (London, United Kingdom)
Association of Canadian Advertisers Annual Conference (Toronto, Canada)
SNCR Forum Keynote (Napa, CA)
Danish Post Conference & Award Show (Copenhagen, Denmark)
Televisa Corporate Offsite/Conference (Mexico City, Mexico)
ANA Integration Conference (New York City, NY)
Weekend Media Festival September (Rovinj, Croatia)
to the reincarnated and reinvigorated Jaffe Juice.
What was once a weekly op-ed column is now an unshackled, uncensored and uninhibited dialogue
on the subjects of new marketing, advertising and creativity.
Recent Comments