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Can We Trust Traditional Advertising Media Anymore?


Are you still struggling with traditional advertising strategy on newspaper? Here is a shocking fact: Less than 20% of Aussies trust newspaper journalists and TV reporters.

On the other hand, the rate talk-back radio presenters is only 15%. The latest research from Roy Morgan revealed that less than one in five Aussies rate TV reporters, newspaper journalists and talk-back radio announcers good in ethics and honesty. The 18% score was the best result for journalists have had in the survey since 2004. Talk-back radio presenters have also had a blow, dropping from their 21% in 2003 to 15% currently.

These working fields continue to rate poorly in the annual Roy Morgan Image of Professions survey, suggesting that ethics and honesty are not widely associated with the Australian media industry. Furthermore, the political bias depicted by most newspapers in the lead-up to last year’s Federal Election certainly was suspected as one of the biggest factor behind public’s trust decline in journalists. Here is the official statement from Roy Morgan:

“Roy Morgan has been tracking the image of Newspaper Journalists, TV Reporters and Talk-back Radio Announcers since 1986, 1989 and 2000 respectively, during which time they have performed consistently poorly, struggling to reach a 20% approval rating among the Australian public. If we can’t trust our media to deliver the news in an honest, ethical manner free of bias and ulterior motives, how are we expected to get a well-informed, balanced perspective on current affairs?”


Adidas Super Rugby ‘Alive With Pride’ Campaign

Iris Worldwide Sydney has crafted ‘Alive with Pride’ campaign and it tells the stories behind the latest Adidas Super Rugby jerseys.

The campaign includes a series of collectible posters designed by artists that tell the story of the teams and cultural significance of their origins. The original Adidas jersey design is the selling point of each poster.

Adam Daysh, marketing manager for Adidas New Zealand, said that by adding value with the bigger story of history and meaning behind traditional symbolism, the pride of both players and fans alike extends far beyond the pitch and into the heartland of the provinces.

Mike Spirkovski, Iris Sydney’s executive creative director, stated “The artists’ designs reach far back in to the town, the land and the history of place,” he said. “Rugby is entrenched in the New Zealand psyche in a deeply cultural way. We worked incredibly hard and with due diligence to make this campaign meaningful to the teams, their fans and Adidas.”

Feel Flavour – The Sound of Taste Project

Herb & Spice brand Schwartz wants to create a flavour-themed promotion for their brand. The problem is, how do you dramatise flavour when it is invisible and silent?

Simple: make it possible for people to be able to see, hear and feel it. Print Tech collective, Novalia and ad agency Grey London have collaborated on an interactive poster that uses innovative ‘touch sensitive’ inks to turn the surface area of the paper into an interactive interface. This campaign has a similar “catch” to Looks Like Music project that was created by Yuri Suzuki, a Japanese designer last year.

Illustrator Billie Jean was invited to create a visual articulation of what taste might look like. Each herb and spice depicted in the artwork was then assigned a musical chord matching its flavour characteristic. For example, cumin became E flat major, chilli was ascribed A flat major and fennel was characterised by a higher pitched F minor. The image was then back-printed with an innovative conductive ink, effectively giving the poster capacitive touch technology. When paired with a mobile device via Bluetooth, the poster becomes an interactive musical instrument.

The poster was created as part of a Schwartz promotion designed to target the retail trade. Very creative and out of the box, indeed.

The Danger of B2B Black Hole and How to Avoid It


Quantity or Quality?

The old adage “sales is a numbers game” has made people think that it’s salesperson who makes the most calls or follows up of the leads that cross their desk. In the case of playing a pure numbers game with marketing leads, you’re probably hovering on the edge of a black hole. What do we mean by black holes? They are those areas where if an object falls in, it can’t get out. However, the big question that many struggled to answer over the decades is “what happens to the information that an object contains when it falls into a black hole. Is it simply lost or just ‘confined’ inside it?”

Like a black hole’s gravitational force that sucks in all matter and light, B2B world can do the same thing to your business. Your prospects will disappear when you pass volumes of unqualified leads along to the sales force. Even more likely, they may end up in another dimension and maybe another universe, one controlled by your competition.

Unqualified Leads Seldom Convert

The fact is 73 percent of leads are unqualified when handed off to sales and will not readily convert into business. In spite of this, 61 percent of marketers pass all leads (qualified or unqualified) directly on to sales. Is it any wonder then that salespeople seldom follow up on marketing’s leads? More than 70 percent of leads are never acted on—typically because they do not reach the right person or organization at the right time.”

Salespeople’s primary objective is sales. ABC (Always Be Closing) is virtually embedded on their thoughts and qualified leads are the means to that objective. Companies that actively qualify and nurture leads will have 50 percent more prospects that are “sales-ready,” and their cost-per-lead will be 33% lower.

So you can expect that your best salespeople will ignore unqualified marketing leads and cultivate their own— based on their years of experience and expertise. Meanwhile, the people who have provided their names, email addresses, and phone numbers to your company in good faith, who may not be sales-ready today, remain ignored. This lack of attention can sour potential customers on you and your products permanently.

Quality is More Important to Quantity

“Value is in the Worth, Not the Number”, an old saying from Aesop’s fable, The Lioness. Today, we often just say “quality over quantity” and it’s the perfect slogan for developing qualified sales leads. Finding and qualifying 10 hot leads in every 100 is the best way to:

  • Encourage your sales force to follow up on 100 percent of the leads you pass along, and
  • Close more business

However – since sales people likely will not qualify any unqualified leads you’re passing along today – you need another resource to do the job. Here is what telemarketing teams are made for. Whether your lead generation is inbound, outbound, or both, a professional and well-trained telemarketing team is very important.

If lead qualification is a new thing to you, it’s time to involve your sales force in the process of coming up with the right set of lead qualifiers. You’ll benefit by alerting them to this important change in your lead generation program and gain their buy-in. Here are a few ideas to get you started as marketing and sales work together to develop a list of key qualifiers:

  1. Measure each prospect’s degree of interest in your products and/or services.
  2. Determine if your products and/or services are a good match for the prospect.
  3. Identify when the prospect will be most likely to buy.
  4. Verify that the prospect has an appropriate budget.
  5. Determine if the prospect is a decision maker with buying authority.

Havas Has Been Chosen to Handle PayPal’s Creative and Media Business


PayPal has chosen to take the full service pathway by designating Havas for both creative and media duties in Australia.

Havas had been working with PayPal in Australia on a project basis, yet it has since been appointed as the lead agency on the local roster. It is thought previous lead agency, Publicis Mojo, wil remain on the roster. PHD had looked after media for the company.

PayPal’s main media spend, which does not include search, was $5 million for the 12 months to February 2014. PayPal itself is a subsidiary of eBay, which is also in the process of appointing an agency. Gumtree is also part of the same stable, with DDB winning its creative account last month.

PayPal was unable to comment at the time of publication.

New Campaign: “It’s a Farmers Union Iced Coffee or It’s Nothing”

Farmers Union Iced Coffee is continuing to build its presence with its latest promotion “It’s a Farmers Union Iced Coffee or it’s nothing” campaign, which plays on customer’s excessive attachment to the product.

The campaign takes at situations in which customers are faced with the dilemma of leaving their iced coffee behind, from the prospect of having to ditch the drink to hide in a store where there are no drinks allowed as a twister approaches to an emotional goodbye at an airport.

1. The Armageddon

2. The Sad Farewell

Ian Jankelowitz, the Senior Brand Manager of Farmers Union Iced Coffee said that this new campaign is about showing how much South Australian customers love their iced coffee and the lengths they go to for it.

Latest Campaign: IGA’s Easter Bunny


The IGA bunny is hopping all over the place, helping customers hunt down their local IGA store and helping to remind them how much they can save this Easter when they shop locally.

Here is the latest campaign from Australia’s local supermarket, IGA. The campaign was developed by Creative Oasis and will come alive in-store.

A competition will also be run inviting customers to submit their favourite Easter recipe using at least one ingredient purchased at IGA.

The submission will give customers the chance to win weekly prizes of an iPad 2 or cooking class for two of their choice.

Tracy Wilson, acting general manager, marketing at Metcash Food and Grocery, said “Easter is a special occasion that brings families together, often over a meal, BBQ or picnic. At IGA we want to help relieve some of the stress and make this Easter as enjoyable and relaxed as possible.”

The campaign will run until April 22, 2014.

Toyota’s ‘For A Lifetime of Good Times’ Campaign

Have you ever wondered that an ad or campaign can become a beautiful story when it is carefully crafted? Here’s a sweet campaign from Toyota. It highlights a love story that started from a disagreement over a car park before fast forwarding to life’s big events. The ‘For A Lifetime of Good Times’ campaign, created by Dentsu Australia, is a look at a couple’s life, from their chance meeting to the birth of their first child, through the lens of Corolla ownership.

This ad is part of a push that includes online, print, outdoor and television. “I loved the idea of using familiar music that reminded me of a romcom film trailer,” said Justin McMillan, the campaign’s director. “I wanted to bring to the commercial a sense of familiarity to each of the relationship scenes. I wanted it to feel real and not fabricated so casting was crucial. It was fun to work with young actors who were very considerate of their craft.”

AFL New Campaign: “Everything’s Possible”

GPY&R Melbourne is building the anticipation ahead of the 2014 AFL season its latest campaign. Promoting the new catchphrase, “‘Everything’s Possible’, the campaign suggests that “everything” can happen during this season.

The campaign itself focuses on the high hopes every football fan has at this time of year. It is narrated by Aussie actor Chris Hemsworth.

Dorothy Hisgrove, general manager of people, customer and community at the AFL, stated that the start of the Toyota AFL Premiership Season is a particularly exciting time for fans, which is reflected in this campaign. “Speaking directly to our fans has never been more relevant than this year, given we will see an even greater focus on fan engagement and participation.”

Full Report from Australia Post: “Creating Connections That Matter”

Australia Post has surveyed over 9,000 Australians to figure out their views on advertising and the effectiveness of communication channels. All of the findings are compiled in the new report titled “Creating Connections That Matter: How Australians Want to Hear from Brands”. Click here to download the full report.

Insights include:

  • How receptive Australians are to advertising messages
  • The top five channels consumers consider to be most effective for advertising
  • How current marketing spend correlates with consumer channel preferences
  • Consistency in channel preference across demographics and the implications for multichannel targeting
  • Which channels consumers find most useful in evaluating options or seeking information throughout the decision making process
  • How channel preference varies across 10 industries examined