Thursday, September 13, 2007
Jump on it before it's too late
Many moons ago, while working for one of the most innovative agencies in Germany, one of our main competitors came up with a brilliant idea for a car rental company: While customers were waiting for their luggage in the arrival hall, the conveyor belt carried two suitcases with clever lines (Lost Orientation? Try our cars with Navigation System). People were hypnotized by the suitcases and airport rentals went through the roof. It worked so well because nobody ever thought of advertising in arrival halls, except for the typical hotel ads. When you walk today thorugh German airports, you can still see the suitcases but the value of this marketing technique has dramatically increased.
Innovation and outstanding ideas don't stay innovative and outstanding. Competitors caught on to their ideas, came up with different ideas to market to bored passengers and cluttered arrival halls with billboards and monitors.
Social and Emerging Media are beginning to gain traction in the marketing world. What's new today will be an integral part of the marketing mix in the next years. Many brands ask: When is the right time to utilize social and emerging media in their marketing mix?
Frankly, the time was yesterday. Or, at least, today.
Emerging and Social Media will always be effective. But the value of both will decline in the future when everybody begins jumping on that bandwagon. Now is the time to experiment with social/emergine media. Remember BMW Films, Subserviant Chicken and the Doritos Superbowl Ads. The first movers claimed the benefits, the second movers looked like cheap plagiarists and produced sub-par results.
Jump on it already.