1.How effective do you believe online display advertising is compared to other media and why?
Online advertising is a lot more challenging than other media because the consumer has more power. We can “x” out the windows we don’t want, and ignore the banners and side bars as we become more familiar with web layouts.
However, online advertising has a lot more freedom and creativity. You can do floating motion picture, an interactive game, flashy fonts and colors—all at much lower cost. Relevancy plays a big role in determining whether the ad can be effective. A relevant ad can invite more attention and more clicks. I realize that facebook is becoming very good at doing this. I once updated my status with a new cocktail recipe, and a few moments later, my side bar advertisements are all about bartending classes and coupon deals… I must admit, the web is getting smarter!
2. Why do you believe "Will It Blend" has been so successful?
“Will It Blend” has been successful because it does extraordinary things that are irresistible to watch. Blending an iPhone or a garden rake, for example, is not the kind of things a normal person would dare to do. These dangerous activities are forbidden in the household when we are young—and now watching someone else does it satisfies our curiosity. This reminds me of “Bill the Science Guy”—children love watching his show because it satisfy the curiosity of doing things that moms would’ve taught otherwise.
Under this mask of entertainment, viewers unconsciously remembered this almighty Blendtec blender. People who never bought a blender before will look for this brand because they become familiar with this brand after all the video series. People who are currently using other brands will start to discover the flaw of their old blenders—“Oh my old blender can’t even blend carrots into a smoothie because I can still find the carrot bits! The Blendtec blender would’ve blended this into pure juice because it can blend iPhone into dust!”
To apply this example to real life, I think my company Moe Bar’s video campaign must revolve around novel concepts, funny and easy-to-follow storyline, and feature the company in the background throughout all the videos in the series to create a sense of consistency.
3. Name what you believe are the three most important rules for successful e-mail marketing and explain why.
*Creative layout and multimedia use in email can raise response rate.
Email that has simple, easy to read message and pretty color always gets a second look. Virgin America Airline emails are sleek and easy to read. It’s short enough and fits within my 2-minute attention span. The title is concise, and relevant (this ties in to the micro segmentation rule too). Virgin American doesn’t fly a lot of places, but next time I go to San Francisco, I will remember the $69 deal from Virgin.
*Use metrics to track open rates, response rate, and ROI.
I felt that many times I receive spam emails that just look like the ones I deleted yesterday. Companies often blindly send out emails and clot my inbox because the cost of email is cheap. I never appreciate that…and often, I form negative feelings around that company or brand. Active monitoring helps to know when to change things a bit, when to keep it fresh, and keep up with the pace of the customers.
*I’d like to also point out the fact that it is best to step into the customers’ shoes (which is not mentioned in the book). For example, between frequency and relevancy, I 100% chose relevancy. I often delete emails I receive frequently without a second thought. I’d much prefer a company, who sends out an email every week or every other week with relevant information. I would advise my company to do the same.
Online advertising is a lot more challenging than other media because the consumer has more power. We can “x” out the windows we don’t want, and ignore the banners and side bars as we become more familiar with web layouts.
However, online advertising has a lot more freedom and creativity. You can do floating motion picture, an interactive game, flashy fonts and colors—all at much lower cost. Relevancy plays a big role in determining whether the ad can be effective. A relevant ad can invite more attention and more clicks. I realize that facebook is becoming very good at doing this. I once updated my status with a new cocktail recipe, and a few moments later, my side bar advertisements are all about bartending classes and coupon deals… I must admit, the web is getting smarter!
2. Why do you believe "Will It Blend" has been so successful?
“Will It Blend” has been successful because it does extraordinary things that are irresistible to watch. Blending an iPhone or a garden rake, for example, is not the kind of things a normal person would dare to do. These dangerous activities are forbidden in the household when we are young—and now watching someone else does it satisfies our curiosity. This reminds me of “Bill the Science Guy”—children love watching his show because it satisfy the curiosity of doing things that moms would’ve taught otherwise.
Under this mask of entertainment, viewers unconsciously remembered this almighty Blendtec blender. People who never bought a blender before will look for this brand because they become familiar with this brand after all the video series. People who are currently using other brands will start to discover the flaw of their old blenders—“Oh my old blender can’t even blend carrots into a smoothie because I can still find the carrot bits! The Blendtec blender would’ve blended this into pure juice because it can blend iPhone into dust!”
To apply this example to real life, I think my company Moe Bar’s video campaign must revolve around novel concepts, funny and easy-to-follow storyline, and feature the company in the background throughout all the videos in the series to create a sense of consistency.
3. Name what you believe are the three most important rules for successful e-mail marketing and explain why.
*Creative layout and multimedia use in email can raise response rate.
Email that has simple, easy to read message and pretty color always gets a second look. Virgin America Airline emails are sleek and easy to read. It’s short enough and fits within my 2-minute attention span. The title is concise, and relevant (this ties in to the micro segmentation rule too). Virgin American doesn’t fly a lot of places, but next time I go to San Francisco, I will remember the $69 deal from Virgin.
*Use metrics to track open rates, response rate, and ROI.
I felt that many times I receive spam emails that just look like the ones I deleted yesterday. Companies often blindly send out emails and clot my inbox because the cost of email is cheap. I never appreciate that…and often, I form negative feelings around that company or brand. Active monitoring helps to know when to change things a bit, when to keep it fresh, and keep up with the pace of the customers.
*I’d like to also point out the fact that it is best to step into the customers’ shoes (which is not mentioned in the book). For example, between frequency and relevancy, I 100% chose relevancy. I often delete emails I receive frequently without a second thought. I’d much prefer a company, who sends out an email every week or every other week with relevant information. I would advise my company to do the same.
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