Archive for the ‘Advertising’ Category

Does The Savings Train Waste Energy?

Friday, August 27, 2010

Commuting to work today I saw a line of white cars and trucks with a billboard on the top of each one. There were about 10 in total. Because I was traveling at the speed of light on I-215 with 10,000 other vehicles, I was not able to take a photo safely and post it here. I’ve seen this Savings Train one other time on this stretch of road. It is promoting Tim Dahle Nissan here in Salt Lake City (or another suburb of).

They were courteous drivers. I weaved into and out of their train and they basically stayed in one lane of traffic.

I don’t know where they were headed as I exited onto 201 and they continued North. I wonder though, was it worth all of the CO2 emissions and crowding of I-215 for the sake of a promotion?

Now crowding, may be too harsh of a label. But 10 cars is 10 cars, especially if they were wasteful miles. Was there a purpose to this train other than the advertising? I could understand if they were shuttling cars to an event or something, but to just drive around – without another purpose – that is just wasteful to me.

Is it effective? Yes, I saw it. The line of vehicles did catch my eye. But, Savings Train? Come on. They certainly aren’t saving gas, energy and CO2. Let alone, adding to the congestion on the road.

It was just yesterday that the air quality was so poor that the electronic road signs were asking drivers to not drive. And here it is the next day, 10 cars/trucks from Tim Dahle Nissan driving around with billboards on their roofs … saving.

If they really cared about the energy used in this promotion, maybe they should have used 10 new Nissan Leaf vehicles that are 100% electric and have zero tailpipe emissions. If they used the Leaf vehicles, then I can tie the Savings Train message to Tim Dahle. Save energy. Save money. Save with Tim Dahle.

With the green movement so prevalent right now in everything from marketing to politics – I can only think that Tim Dahle Nissan, or their ad agency Kassing Andrews, haven’t been paying attention.

But the Savings Train appears to end on the road … literally. Other than seeing the Savings Train itself, the agency’s Facebook page is the only place I could find a mention of this promotion.

Kassing Andrews Advertising Have you seen the Tim Dahle Nissan Savings Train?? Watch for it and text! Weekly prizes that include ipad, trips, cash, etc!

I would have expected to find more about the Savings Train on the Tim Dahle web sites, Twitter or Facebook pages. No photos posted. No number to text to (unless it was written on the moving vehicles and I missed it). No rules and regs about the weekly prizes. No editorial that I could find. Not even the Tim Dahle Nissan Live Chat operator could provide me with information. He recommended I call a toll-free number for more information.

Maybe the savings was in the promotion of the promotion.


SuperBowl Outplays Advertisements

Monday, February 8, 2010

This year I believe we finally had a SuperBowl game that was more entertaining than the TV advertisements. Not to take anything away from the New Orleans Saints defeating the Indianapolis Colts, but the advertisements shown during the game were not up to the caliber I’d expect for spending $2.6MM for 30 seconds.

There was too much shock value with men in underwear, sexual imagery and portraying men as dumb, stupid and “spineless”. Focusing on sex appeal alone shows an apparent lack of creativity to entertain and persuade your audience to use your product. By comparison, this year’s SuperBowl ads fell far short of great creative, except for a few advertisers, than in years past.

McDonald’s makes old new again

McDonald’s revamped an old spot “Showdown” about an exaggerated HORSE game between Michael Jordan and Larry Bird. The spot originally aired during the 1993 SuperBowl. In this new spot, which appeared before the start of the game, McDonald’s looked to re-ignite the highly popular spot with today’s NBA superstars LeBron James and Dwight Howard.

6 more weeks of football

After seeing a few rodents gracing the screen, the “Punxsutawney Polamalu” was a refreshing, if not funny change of pace. And who wouldn’t want 6 more weeks of football, served up by TruTv of course.

The rodent infestation from advertisers, and Honda was not as inspiring as the monkeys of CareerBuilder, the AFLAC Duck, Budweiser frogs, Budweiser Clydesdales and other mascots of by-gone ads.

Energy without the controversy

Snickers finally came through with a spot that avoided all controversy from its 2007 commercial. Featuring Betty White getting pummeled in a backyard football game, Snickers comes to the rescue with resurgent energy. An over-the-top, silly portrayal of a guy playing football like an old lady until re-energized with a Snickers bar.

The remainder of the SuberBowl spots did little to encourage me of great creative. This year, I watched the SuperBowl for the game…not the commercials.

The Consumer Divorce

Friday, December 4, 2009

I stumbled across this YouTube video by Microsoft (Europe) produced back in 2007 as a viral video campaign.  It appears their blog has since been removed–

However, I still believe the message holds true today. Even as social media has been the big buzzword and push of the last year or so, I think advertisers have a long way to go in engaging with consumers.

This video, comical at times and cleverly written, shows an advertiser and consumer having a conversation where the consumer wants a divorce. The woman (consumer) tries to explain how she has changed and that they are not spending time in the same places anymore. The man (advertiser) tries to tell her he has been speaking to her – which is exactly her point. He does all the talking and there is no engagement.

I think Microsoft did a good job in showing us that advertisers need to listen more and provide more ways for engagement instead of just speaking at consumers. Now whether Microsoft has taken its own words to heart in the last 2 plus years, I do not know.

Cinema Advertising – Is it too much?

Tuesday, September 15, 2009

Movie ReelAs a marketer I always look at advertising mediums to see how they might be impactful to their particular audience. Sometimes I am the target, but mostly I am not – at least in that moment in time.

I know that cinema advertising has been around for quite some time now. I even expect to see a commercial or two before the previews. But on this last occasion – a trip to the movies with my wife – my patience ran thin. I could not wait to get to the previews as the commercials just kept coming. I do not know how many there were or the actual advertisers. But I can say this, I was actually annoyed.

I go to the movies to be entertained. As a captive audience in a theater, I would expect advertisers to entertain.  The advertisements were neither entertaining nor memorable.

Is cinema advertising effective? I don’t frequent the movie theater very often, so maybe I’m not their target audience. I arrived 5 minutes before the scheduled movie time and the pre-roll was already in motion. But the long wait for the actual  previews was too much for me.

Is it just me,  or are theater operators selling too much ad time before the feature presentation?

Marketing to Today’s 65-Plus Consumers – article

Thursday, August 6, 2009

SeniorsThe Baby-Boom generation is set to redefine the 65+ consumers. But the Silent Generation is still around and marketers have not done a great job in communicating with them according to a survey by Pew Research Center Social & Demographic Trends. An article in Progressive Grocer puts together some great points from this survey to help marketers in targeting this age group.

For starters, the article states these folks don’t feel as old as their age; with some saying they feel 10-19 years younger.

Showing vitality and activity is important in advertisements…but marketers are encouraged to shy away from the extreme sports as these are deemed too silly.

Grandparenting is one stereotype that marketers are pretty accurate with. Seniors are playing a more active role in caring for grandkids whether they are in the Silent Generation or the Baby Boom generation.  Some of these Seniors even have guardianship or provide for their grandkids’ basic necessities such as food, clothing and shelter.

If the Senior market is your target audience, then this is a great article to read.

Have you faced the same issues that this research brings to light?