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I can't understand why people are frightened of new ideas. I'm frightened of the old ones. John Cage

Monthly Archives: December 2008

Marketing in an economic downturn

I really enjoyed this article about other ways to connect with your consumer in times of economic turmoil. Stephanie Kang provides both sides of the equation for a great read. Enjoy!

Designating Shortcuts to ‘Happiness’

Warmth Gets a Workout as Marketers Grope for Pitches That Will Resonate in a Recession

Original Article

By STEPHANIE KANG

Be happy. That’s one message marketers are trying out, with ads evoking warmth and good cheer, as they cast about for ways to appeal to consumers amid a recession.

Best Buy’s holiday campaign, created by Omnicom Group’s BBDO, includes TV spots featuring true stories of how Best Buy touches its customers’ lives. Employees of the consumer electronics retailer submitted stories, and documentary filmmaker Errol Morris filmed them telling their tales.

In one ad, an employee talks about selling a Webcam to a man whose grandchildren are moving abroad. Another shows a Best Buy employee teaching a blind man how to use his home-theater system. The tag line for the campaign: “You, Happier.”

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December 12, 2008
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Creepy or incredibly innovative.

This is a pretty cool concept. Check out this article I received in my email. What a unique way to creep people out.

Jameson Whiskey Texts Targets On N.Y. Streets

by Les Luchter, Friday, December 5, 2008, 4:47 PM

Insert live text messages directed at passersby into projected outdoor billboards and you’ve got an innovative new campaign created by Omnicom’s TBWA/Chiat/Day New York on behalf of Pernod Ricard’s Jameson Irish Whiskey.

The traveling ad show was set to launch in New York City Friday night, at high foot-traffic locations in Chelsea, the Lower East Side, Brooklyn’s Williamsburg–and a fourth site still undetermined as of late Friday afternoon when Marketing Daily spoke with TBWA/Chiat/Day Creative Director James Cheung.

The projected ad moves from place to place in search of Jameson’s target audience, Cheung explained. For instance, if the Knicks had been playing basketball at Madison Square Garden, that neighborhood could have been a target.

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December 9, 2008
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Why such a long face?

Seriously, this is getting out of hand. I received my daily newsletter from a local publication of current stories and this is verbatim what it said in a section of their email. I did not strip anything out in between each story:

[Jeff Flake opposes bailout for U.S. automakers]
[California, Arizona take different approaches to fix mortgage mess]
[Van Velsor Wolf to chair American Cancer Society board]
[U.S. employment levels continue to drop]
[Lower mortgage rates fuel increase in applications]
[US Airways November traffic declines]
[Nation’s service sector shows November decline]

Is it any wonder people and businesses are freaking out right now?

I am not knocking the Business Journal because I feel they do a pretty good job. This has nothing to do with a particular publication. They all do it. It’s on the news, radio, newspaper, magazine, blogs, tweets, et al. You literally cannot get away from it. Being informed is one thing, but being inundated in completely different. If you want to feel better about where things are headed start by turning off the tv, close your email, listen to music, not radio and god forbid have a pleasant conversation with someone face to face.

Now, where is the marketing slant in this?

There isn’t! Turn your thoughts towards innovation and progress. Many great businesses are going to thrive in the coming years and those who turn away from this toxic thinking are certainly going to be the leaders. Market conditions aside, you cannot embrace progress when you are only diving deeper and deeper into the propaganda we call the “media”.

December 3, 2008
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