August 27, 2008

Marketing Metaphoria

A very interesting reading from G.Zaltman.

Zaltman he is a leading thinker around what influences consumer behaviors. He puts into light what he thinks are key drivers of consumer behaviors regardless of cultures and borders.

These drivers are the perception of balance (justice, equilibrium), the feelings of transformation (changes in substance and circumstances), the impressions of embarking on a Journey (Meeting of past, present and future), the perceptions of Containment (inclusiong, exclusion and other perceptions of boundaries), the perceptions of being Connected (to oneself and to others), the available Resources (acquisitions and their consequences), as well the sense of control (Mastery, Vulnerability and Well-Being).
I strongly recommend this book to anyone who is marketing innovation and technology. Zaltman is certainly touching something interesting here, even though he is not giving us direct keys into practical marketing actions.

It is a good insight and its learnings can for example be used in ad testing and in any experiential marketing brief to drive key perceptions.

August 06, 2008

Stealing the Olympic Togs - Pleading Guilty !

I have to plead guilty to 185K+ victims of my idea of an Olympic viral campaign !

Check: to see an example iteration.

Born out of a problem situation : how to increase the traffic on our Campaign website for the Olympics ? Check

Note: Bring it Home is our current umbrella theme for this winter to connect with NZ Consumers.

Turned around in a couple of weeks by our agency Satellite Media ( this viral email has worked beyond our wildest dreams.

Simple idea though ... a one on one relationship between the sender and the recipient, full personalisation of the message to make it more "real".

Outstanding results and possibly a NZ First.

Guilty as charged ;-)


Ok - Welcome to Web2.0 ....
This is probably the first learning ;-) great to have a blog... but:
1. you need to take time to post things on it !! and
2. actually probably nobody looked at it anyway ....
I make honorable amends, I have been pretty busy.
Fine! then but hey this blog is still here and I am back on it...