There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.
They’re talking about advertising here. Or rather, the end of advertising… as we know it.
We’ve all seen online campaigns to support charities before. “Donate this to here, etc…” Supporting a great charity is a good thing.
But still, getting people to donate is another story. To get more donations, you need to call in the marketing team who might come up with a fun campaign like this one…
What’s smart about this is the “10-hour” part. Scarcity. If if was just “donate” now, be honest, is that as effective as “we’re doing this thing right now and you can be a part of it?” The answer is no.
Phone calls don’t work anymore, usually. Letters… who opens them? If you want to get the attention of somebody, or a business, in today’s busy world, you should make a video. This guy did…
Darren Bryant of Pensacola, Fla. spent hours in what he calls Bank of America’s “phone maze,” getting bounced from person to person, never reaching somebody who could address his situation.
Finally, in one last desperate attempt to get someone’s attention, he uploaded a five-minute video to YouTube in which he explains his predicament and gives his phone number and email address.
“The reason I’m making this video is to get in contact with somebody from Bank of America that can make a decision,” Bryant says in the video, which he uploaded on Monday. He then emailed a link to over a dozen Bank of America email addresses he said he found online.
Update: Since the time of this original posting, the money raised has gone up, for both Rep. Wilson and his opponent.
In September of 2009 Rep. Joe Wilson yelled “You Lie!” at President Obama during his address to Congress on health care. The outburst transformed the politician from a virtual political nobody into a name that will be remembered for a long time.
And that’s not all… Only days after the outburst he has raised over $200,000 in campaign contributions. Source: CNN.
Less than a day after Rep. Joe Wilson formally apologized to President Obama over his “you lie” outburst, a campaign aide confirms that the South Carolina Republican has raised “more than $200,000″ after the now-infamous moment.
Let’s leave the politics out of this discussion, and instead focus on the attention. It’s obvious that his outburst and his fundraising efforts are directly related.
It should also be noted that the Democrat that will most likely run against him in the next election has also raised money.
The point? Attention, once again, works to generate revenue.
Or is it? What if you really DO think outside of the box? What can happen?
Well, you can truly come up with something that is unique. Like Fancy Fast Food, check it out. They take fast food and turn it into gourmet looking food. Look at what you can turn a bacon burger from Wendy’s into.
So while you may hate the saying “out of the box”, you have to appreciate the uniqueness that can spew out of the practice of it.
What are you doing to “think outside the box”? Don’t discredit it. Try to live it and work with it and see what happens. You just might be surprised at what you come up with that succeeds beyond your wildest dreams.
A six year old wrote a letter to the National Rail Museum applying for one of their board posts. A relatively gutsy move for a wee fella. In a move which I can only describe as brilliant and inspired, Museum management decided to grant him a board position. He is now “Director of Fun”.
Brilliant on many levels:
>> Clever PR (which alone makes the move worthwhile for the Museum)
>> Excellent differentiation in an era when not-for-profits are finding it hard to get attention
>> A brilliant example of understanding your buyer personas (see David Meerman Scott on this subject) and arguably the most important ones for the museum – is there anyone more important to a rail museum than a six year old train enthusiast?
>> Most importantly, imagine how that little chap (and his parents and friends) feel? Possibly the highlight of his life so far.
I agree. I used to work with a guy who had a title of “Sales Weasel”. It poked fun at his sales weasel-ness and lightened the conversation with prospects. I also knew a person that had “Rocket Scientist” on his business card. But that one was real, he worked for NASA.
What can you rename to get attention? Think about it.
One last thing I love about this story is the vision of the museum board to have some fun and give this a try. It really does start at the top with the people in charge.
I love tools like this one that give you a valuation of your website. Check it out. JimKukral.com is valued at over $500k.
Sure, totally meaningless really, but effective in terms of giving me something to share with my friends. And also serves my vanity of seeing my own “stats” and “rating”. Makes me feel good I suppose.
What’s even smarter about this is that they offer me a badge I can put on my blog very easily that allows their product to go viral.
People love to hear themselves talk. It’s true. Vanity works, and it’s the dirty little secret successful marketer’s use every day online to get you to take action.
By the way, BlendthisBook.com is only worth $17k or so.
Now this is how you promote a book! You make a really informative, fun, viral video that your audience will drool over. Then you release it to the world on YouTube and let them send millions of people to you… without having to lift a finger or pay for an ad. Pretty darn smart.
Erik Qualman has written a book called “Socialnomics” which is, of course, about the business of social media. To promote it, he prepared a video. See below. At the time of this blog post here, there was about 116k views of the video. But I fully expect it to get over a million soon enough.
The video is also on his blog. Which of course has a passive sell for his book.
This is a case study on how to generate attention. Nice work Erik, you will be featured in the book for sure!
Sure it does, it happens all the time. Case in point, a town in Isreal is claiming a mermaid shows up at night to frolic in the sea for all those that want to watch.
Look, we know their is no mermaid. Despite what “the town’s people say”. Story here. You know as well as I do that somebody, maybe a PR firm, made up this mermaid story to generate publicity and attention.
Dozens of excited visitors have been gathering on the seashore near the Israeli town of Kiryat Yam near Haifa to catch a glimpse of the area’s latest star attraction, a mermaid. They are all desperate to catch a glimpse of the area’s latest star attraction, a mermaid. According to numerous eyewitnesses, the mythical sea creature looks like a cross between a little girl and a dolphin, and only comes out at sunset. “People are telling us they are sure they have seen the mermaid and they are all independent of each other,” said Natti Zilberman, a local council spokesman.
So yes, you can just make stuff up if you want to. The point is, it works. Tourism is up, which means sales of bad touristy items are up, as well as drink prices and restaurant menu items.
Attention=revenue. Just make stuff up.
So this guy wears your shirt for money. Every day. He gets paid by a different sponsor every day. Yes, I’m not kidding. He wears their shirt, and blogs about it, and does a video, and he makes $70k a year doing it.
It’s obviously got the attention of Mashable, and 365 other sponsors who sold out year 1. He’s now selling year 2 at double the price.
In your opinion, why does this get so much attention and other projects that could be just as clever don’t?