The Greatest Online Marketing Gimmick Ever?

Okay, maybe I’m slightly overstating the greatness, but I personally thought this was genius.

Watch it…

How visually captivating was that?!

Okay, bobble-head Obama wasn’t the first thing that was sent into space that way. Some dudes sent a beer can off to the final frontier about a year ago.

But originality aside, this was one of the most refreshing videos I’ve watched in recent years.

And with the presidential race heating up in the US, here’s why I think this was a brilliant idea from Obama’s camp:

  1. Voters get 3 full minutes watching Obama ascend up to space, and then bobble down to earth. More face time, means higher Top of Mind awareness
  2. The stirring, inspiring background score positions Obama as some sort of a savior. Intentional? Absolutely not.
  3. The bobble-head effect makes Obama seem light-hearted, warm and approachable. Voters are emotional beings you know?
  4. The video was done by grass-root supporters – definitely sanctioned by Obama’s campaign managers though – highlighting his popularity
  5. Depicts Obama as human, after all. Because what goes up, must come down
Up and away...
Calling all politicians...

Now, wouldn’t it be awesome if we could send some of our politicians into space, like, for good?

Ah well, just a silly thought.

Un-Creative Malaysia

Many of us in the Malaysian advertising industry always lament about the lack of creative license afforded to us by clients – including me, occasionally.

Compared to our regional counterparts in Thailand, Indonesia, India and even our ‘friends’ separated by just a waterway in Singapore; we Malaysians addies aren’t that creative to be honest.

CreativeSkull

I am not trying to blame anyone here. Whether clients give us the creative freedom or not should not be used as an excuse. It is how creatively we work within the constraints that matter.

But let’s look at it this way. Creativity is subjective; and is not the kind of waters you want to thread, especially when millions in media budget is at stake.

And the biggest question is this – even if audiences get an idea that is creative, do they remember the product?

I have friends who sometimes comment on ads they’ve seen. They will rave about how creative it was, and when asked about the product that the ad was supposed to sell, go totally blank.

So it is quite understandable when Malaysian clients take a more direct route in communicating to their target market. If a mind-blowing creative campaign doesn’t ring in the sales or even improve brand awareness; then what’s the point?

As a copywriter, I always believed creativity in advertising is a balancing act. A campaign must be equally memorable and be able to compel action at the same time.

Finding that equilibrium is where the magic of advertising happens.

The Reality of TV

This happens to me often: I’d surf through all the channels on my TV and go “There’s nothing to watch!”. And I bet it happens to you as well.

The invasion of totally weird to just plain silly reality TV shows has been swift, but far from over. It all started rather innocently with a show called Survivor, which was quite original and revolutionary at that time.

Then all hell broke loose.

TV & Remote
I'd rather have a...

Fast forward 10 years or so and there are more reality TV shows than any other kind of programming. Everything from people living in swamps to people driving trucks on ice roads is available for your viewing pleasure.

And we’re possibly only getting less than half of what they have in the US. Thank god!

The thing about reality shows – and why they’re so popular – is that they’re cheaper to produce than regular shows. No need for networks to employ writers, actors, costume designers, music directors or even a director at times.

But cheaper production costs aside, the other reason is actually advertising; or niche advertising as a matter of fact.

You see, TV used to be a mass media. Brands just clamour to advertise on primetime to reach as many eyes as possible.

Then came the internet, which allows for pin-point targeting. Something no other media can offer. So what do TV networks do? They fight back!

Their first move is to create programmes for almost every conceivable niche on the planet, then build viewership and finally get brands to advertise within that niche. Here are few general examples:

TvChart

Well, in any case, the good news is that TV now allows for some degree of targeting. The bad news however, is that crappy programmes are here to stay

Funny Business

Advertising and humour often go hand-in-hand. But do funny ads actually work?

As you may be aware, I am a fan of comedy. I just love being humoured; by comedians, sitcoms, friends and sometimes, ads too.

For a copywriter like me, humour offers a much-needed respite from all the mind-numbing chaos.

So here’s a recent ad from Maxis that I thought was really funny. Yes, I am amazed at myself for showcasing a Maxis ad positively, considering how I whacked them the last time. But credit is due where it is due I suppose.

But wait. On with the ad first…

Now, if you are like me – someone who absolutely hates online videos that go into buffering mode – you may have found the ad funny. But did the ad compel any kind of action from you?

Again, if you are like me – someone who can be a real lazy arse sometimes – you didn’t take any action. As in call Maxis, look for more info online or run to the nearest Maxis outlet to register for this wonderful fibre internet.

Clowning
Don't clown around, unless you are promoting a clown...

This is the problem with funny ads. While they may steal your attention and be memorable; it doesn’t guarantee a response from consumers.

And don’t for a moment think being funny improves brand awareness either.

People usually only remember that a particular ad is funny, but often struggle to remember the brand or product. Think about your favourite funny ad; do you remember the product?

Ace Metrix – a television and video analytics agency – studied funny ads in the US for over a year and drew the following conclusions:

  • Funny ads were memorable and appealing, but were less likely to increase desire or purchase intent
  • Humour in ads work better when it is used as a supplement rather than a replacement

When consumers are not compelled to take action after seeing your ad, it usually means money down the drain.

So be funny at your own peril, or risk becoming a joke.

We Are Humans

As a copywriter, I always thought I was a Jaguh Kampung, loosely translated from Malay to mean ‘Village Champion’.

It is a term normally used in sports, referring to the inability of Malaysian sportsmen and women to compete in an international level, even though they are champions locally; hence Jaguh Kampung.

Well we are waiting for our first Olympic gold medal aren’t we? I wish they would just introduce squash in the next Olympics so we can really kick some ass.

World View
The global village, and we are all champions

Since I became a copywriter about 13 years ago, I have only written for the local markets. Maybe there is an exception of a couple of odd jobs here and there, but nothing too serious to dent my Village Champion reputation.

But copywriting is like that. You need to be in-tune with the local markets; constantly observing trends, gathering native knowledge and be able to communicate to the masses in a simple, localized manner.

Writing in a foreign market changes the rules for a village champion like me. Though the fundamentals remain the same, local insight is critical to help ensure a message is effectively delivered and understood.

Or so I thought.

When I was in South Korea recently on a job, I had absolutely no knowledge of the local markets. What motivates the Koreans? What compels them? What are their taboos? And how the hell was I going to translate my local Malaysian knowledge in a country where even English is hardly spoken?

Then I realized something. Even if I was tasked to communicate and appeal to Koreans, they are after all, humans. While I looked very different (bordering on exotic), I realized that Koreans are motivated, inspired, awed and surprised by the same things.

All it took was to keep things clear and simple; with a little bit of reward thrown in to compel action. Yes, translating everything into Korean also helped, but we translate pretty much everything into Chinese and Malay here as well.

So it doesn’t really matter where you’re from; all it takes is a little bit of human insight.

Copywriter Abroad

As someone who’s been a freelance copywriter for the past year; this last 2 weeks or so has been absolute chaos.

I had to go from what-to-do-now? to what-the-freak? in a matter of days. But my time in Yeosu, Korea, for the World Expo 2012 so far has been eye-opening.

Malaysia Pavilion
An-nyeong-ha-se-yo... welcome to the Malaysia Pavilion

There are representatives from 110 countries at the Expo site promoting their nations. Each country has its own hall – also known as a Pavilion – for visitors to explore.

The crowds are massive. Some days, up to 100,000 people visit the expo. The Malaysia Pavilion alone has received up to 40,000 visitors in a day, from 9am to 9pm. It’s a sea of people everywhere you look; with performances, showcases and parades happening around every corner.

The Malaysia Pavilion – where I’m tasked with Publicity & Promotions – is actually one of the best pavilions around. Yes, I actually mean it. This is not a publicity post, it’s just the honest truth.

Dome
180-degree undersea dome projection in the Malaysia Pavilion... it rocks!

As Malaysians, we are often very quick to dismiss anything Malaysian. We tend to disregard our own capabilities and rave about what the Mat Sallehs are doing. But truth be told, we Malaysians are quite good at what we do; I suppose it’s just a matter of commitment.

Hmmm… I’m feeling patriotic all of the sudden, maybe because it is the month of Merdeka or maybe I just miss home.

But either way, I’m proud to represent Malaysia here. 2 more weeks to go… and more pictures to follow soon, when I find the time.

Why People Buy?

True, people buy to fill a need or want. But if that’s the only reason people buy, then the whole advertising industry might as well close shop and let it be overrun by sales people.

As a freelance copywriter, finding out what motivates people to purchase a particular product is crucial.

It allows me to target my message to the right audience, ensure relevant context and employ proper tone-of-voice.

GirlShopping
Although it may seem some people buy for no reason at all... think again!

Here are 10 reasons why people buy, aside from fulfilling a need or want. There are definitely more, but I’m just being a bit lazy today.

1. Pleasure
To feel good about themselves – luxury cars, jewelry, yachts and the like.

2. Appear Special
To be like someone else – Brad Pitt Tag Heuer or Aishwarya Rai Loreal anyone?

3. Indulgence
To reward themselves – that 2-week trip to Paris sounds nice right?

4. Peer Pressure
To belong, or be accepted – smoke this, you’ll feel like a man.

5. Emotional Need
To replace or substitute a loss – nobody loves me, but I love chocolates!

6. Great Bargain
To win – this lawnmower is too cheap, although I don’t need it.

7. Poser
To be hip, cool, awesome –  iPhone 5, Onitsuka Kicks, 3DTV… I want them all.

8. Obligation
To feel less guilty – awwww… that’s very thoughtful of you, now I got to get you a gift too!

9. Circumstances
To shut the sales dude up – okay fine, these glow-in-the-dark photo frames are exactly what I need.

10. Convenience
It’s easy – why cook when we can tapau, get food delivered or just walk to the nearest mamak?

Ease Up on the Mumbo Jumbo

Sometimes, this whole advertising-marketing-branding thing can be a bit overwhelming. It just gets too needlessly complex, and hopelessly off the mark.

For the average consumer, advertising and all its associated activities are often intrusive, irrelevant and unwelcomed.

BlahBlah Billboard
For all the time we spend perfecting our work, this is probably what the average consumer sees

We marketers often forget to keep things simple and tend to treat consumers as idiots, as very eloquently explained in the following letter by a fictitious consumer:

Dear Marketers,

I’m much smarter than your marketing gives me credit for. I don’t like to be sold…I don’t care about your advertising, your free samples, your promotions, your special offers. I don’t like to be told what’s cool, new, improved, last-longer, smells better, tastes better, or is less filling…I don’t care about your brand, it doesn’t matter to me. I avoid your interruptions to my busy day whenever and wherever I can…I don’t have time to pay attention to your sales pitch…You are white noise to me and I have tuned you out. If you want to be a part of my life, here’s what you’ll need to do:

– Be honest with me
– Keep your promises
– Treat me with respect
– Provide me with more use value than you take from me in cash value
– Teach me better ways to grow and expand my life experience
– Help make my day-to-day easier, lighter, more relaxed and enjoyable
– Help me to experience greater connection to what’s important to me

Do these things for me and you will win my trust and devotion. Then I will gladly welcome you into my life, and share the value of our relationship with others who are important to me.

Sincerely,

A. Consumer

Thanks to Brand Strategy Insider for the letter, and I sincerely hope we all can endeavor to treat consumers with the respect they deserve.


Target Target Target

Would you speak to a client like how you speak to your spouse? Or would you try to find a drinking buddy at an AA meeting?

It used to be ‘Location Location Location’. Not anymore. Even if you are located in the world’s busiest street, you’re screwed if you don’t know who you are selling to.

Even if you are selling online, a network where you can tap into millions of potential customers, knowing exactly who you want to sell to is imperative.

Target Practice
Please aim before you shoot, your message has a shorter reach than you think.

You don’t shoot without taking aim. You don’t engage without studying your opponent. You can’t – no matter how many times people say it – sell ice to an Eskimo.

Targeting is the first order of business in any marketing communications plan.  But sadly, it is grossly overlooked with ancient mass advertising techniques still employed in today’s niche-filled world.

The act of mass advertising is a concept of reaching the maximum number of people, and then hoping for a miracle. It’s like a fisherman who casts his net in waters filled with piranhas only to end up with a huge net to mend.

We all live in our own world these days. Each with our own interests, dislikes, philosophies and preferences.

Even your best friend – who you enjoy many mutual interests with – is a different person. Just compare your Facebook timeline with that of your best friend, you’ll be surprised how you became best friends in the first place.

Targeting sets the tone, especially with copy. It also provides insights and context while ensuring your sales message has a higher chance of being well-received.

What’s more? Targeted advertising campaigns are often a whole lot cheaper, easily managed and often very measurable.

Sell to all, or sell to the select few who could be waiting with their wallets open? So please aim before you shoot.

One Year On

I never wanted to believe the little creatures that would keep whispering in my ears. “Go easy on your meds!”  I’d say.

This week marks my full year of being self-employed. Forgive me for stating the obvious, but holy crap how time flies!

MyCreatures
My fugly little inner voices, don't be fooled by their charm...

The little creatures are of course not real, they are more like my inner voices. Yes, I said voices, with an ‘S’. Seriously, the kind of baloney that goes on in my head will leave you gasping for air.

Anyway, these creatures have been insisting that I quit the rat race and plunge into the dog-eat-dog world of self-employment. I finally relented around 12 months ago, after years of annoying pressure. Damn you creatures!

Even when I did give in to the inner pressure, I gave myself 6 months. I figured I’d be scurrying back to the sanity of a fulltime copywriting  job in no time. Just like how a rat would sprint toward his hole in the wall at the first sign of trouble.

But it didn’t happen; though I’ve contemplated it during numerous lean periods over the past year.

This is no declaration of victory though. I am still only giving myself another 6 months. Thinking too far ahead only makes a person overconfident I’ve learned.

To my fugly little creatures, I’m sorry for not believing in you guys. And please, forget the meds and let’s bring out the bubbly.