tag:blogger.com,1999:blog-61375830360079388922024-03-08T16:48:36.717-07:00The Extraordinary Marketing BlogThis is a blog designed to help your marketing stand out. Surprisingly, the best campaigns combine three simple ingredients - marketing, strategy and technology - to generate buzz, make clients fistfuls of money and create wildly passionate customers. Now more than ever, you need to
<b>THINK</b> like a marketer. Develop <b>HOLISTIC</b> strategy. And <b>EMBRACE</b> changing technology.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.comBlogger30125tag:blogger.com,1999:blog-6137583036007938892.post-78945449932686576442012-01-13T14:27:00.001-07:002012-10-07T22:22:15.741-06:00Old link.This blog is no longer maintained. Find me elsewhere.<br />
<br />
<ul>
<li><a href="http://about.me/aturnbull">about.me/aturnbull</a></li>
<li><a href="http://twitter.com/ar_turnbull">twitter.com/ar_turnbull</a></li>
<li><a href="http://www.andrew-turnbull.com/">http://www.andrew-turnbull.com</a></li>
</ul>
Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-88746492709546800322011-02-03T22:34:00.001-07:002011-02-03T22:35:02.778-07:00Starting a New Project: LibatnsMy first start-up! This isn't an ENTI project, it's the real deal!<br />
<br />
Darren Northcott (a fellow CM'er) approached me with an idea for "the holy grail of social drinking applications." I thought it had legs....so we're going to do it. That simple :)<br />
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Keep an eye on <a href="http://www.libatns.com">http://www.libatns.com</a> because we're going to spice up your drinking life!Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-53007167083851601162011-01-25T19:49:00.003-07:002011-01-25T19:52:09.531-07:00A New Breed of ResumeI made a post on le blogue du CM, check it out! So far it's doing really well but it kind of got steamrolled by Obama's State of the Union in the last hour...<br />
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<blockquote>Here I am, fresh out of school and, after a tiring search in post-recession adland, I’ve landed my dream job in Critical Mass’ exciting Calgary office. From creatives to project managers to developers, from augmented reality to iPad – this is where it all happens, and for some of the biggest names in the business. I was one of many students armed with only a degree and no experience to back it up, so how was I lucky enough to end up here?<br />
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I did what I was taught and used digital tools to make a new kind of resume, one that highlighted my marketing skillset instead of my restaurant know-how and proficiency with a cash register. This isn’t a top ten mash-up you’ll read on a thousand other blogs and it’s not a kooky MadMen-esque story from advertising’s infancy. It’s worthwhile advice that actually works; or, at least it did for this (former) student.</blockquote><br />
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<a href="http://experiencematters.criticalmass.com/2011/01/25/a-new-breed-of-resume/">http://experiencematters.criticalmass.com/2011/01/25/a-new-breed-of-resume/</a>Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-29084199255602328892011-01-13T19:15:00.002-07:002011-01-13T19:19:16.600-07:00Thursday Tech ThoughtsI've been playing with Quora a little bit. I think it's going to be big...here's why:<br />
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<b>It fills a gap.</b><br />
Twitter's 140 character limit is too limiting, especially for meaningful discussion concerning meaty topics. The answer isn't always immediately obvious, and something like Quora allows users to really express their thoughts and evolve them over the discussion. <br />
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Quora is also a good way to establish thought leadership and credibility in theTwitter universe. The Godin's and Brogan's of the world don't have this problem...but the rest of us (who are somewhere closer to obscurity than fame) do. The reason Quora can do that is because it's built <i>on top</i> of Twitter's social network. Quora adds an additional layer for professionals (where expertise is an important element of reputation) in much the same way that YouTube would be useful for an aspiring filmmaker. <br />
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<b>Twitter is becoming a raw information stream.</b><br />
Following trends on Twitter can feel like stepping into a firehouse, or trying to cross a freeway in rush hour. Some people are connecting and talking in short bursts while others are broadcasting different types of content. It's all quite hectic and intimidating to the uninitiated but when it gets formatted in a meaningful way we can use it to build connections and see relationships.<br />
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I envision more services building themselves on top of Twitter's architecture. For example, when I want to share something I'm reading with Flipboard, I just click a button and it automatically tweets it to my followers. As services build themselves on top of Twitter's architecture, we'll find that it becomes an extension of everything people are doing online and the backend for a lot of good social stuff.<br />
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I hope that makes sense. Let me know if anything needs clearing up in the comments. In the meantime, I'll be tweeting a limk to this and building a reputation on Quora. See you there!Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-50888375208243996442011-01-10T21:12:00.001-07:002011-01-10T21:15:39.538-07:00CES 2010Did Apple win without even attending?<br />
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Now that it's all died down, what came out of CES? Tablets, tablets, tablets! A lot of 'me too' copycats is what I see.<br />
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Sure it means more competition but it also legitimizes the market. Tablets are now poised to go mainstream (much like mp3 players and smartphones). They've got the factories and relationships set up, design down pat and deals in place to secure the necessary technology. Oh yeah, and they have developers too. Apple has played this game before. And while everybody is scrambling to catch up, Apple's already looking for the next big thing.<br />
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So yeah, the tablets got a pretty big 'meh' from me. <br />
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Make your own dreams and you'll control the game. Follow somebody else and you must live by their rules (which often tilt the board against you).Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-6019239983167123892011-01-04T23:19:00.003-07:002011-01-05T10:27:40.690-07:00Tweeting BrandsI've been tweeting a few brands on Twitter recently. It's kind of cool, but the experience has been a bit of a mixed bag...<br />
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@Hudsons was helpful (although ultimately they could not accomodate me), @BigRockBrewery tried to help me find their Winter Spice on tap (unfortunately the bar had run out - not their fault) and @ChaptersIndigo ignored my question about syncing my Kobo eReader to the iPad app. In this case I eventually solved the problem on my own, but it's a little disconcerting when brands ignore Tweets directed at them...especially from customers who will buy many books in their lifetime. @haskaynecareers was also helpful, and remembered my request a month later- makes me proud to be an alumni!<br />
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In terms of the experience and my perceptions as a customer, if I ask you a question, I clearly expect a response, but the technology is new enough that I'm still impressed/surprised when I receive one. A helpful response is even better but simply being friendly is endearing even if you can't solve my problem. If you ignore me then I'm obviously not happy.<br />
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One other important insight...the one's that helped received positive word of mouth from me to my group of friends. People that tweet brands talk about it.<br />
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So some good, some bad, some ugly...make sure your community managers are empowered to help customers, folks. I should also mention that I've been using <a href="http://www.rockmelt.com/">Rockmelt </a>recently, and it's been an invaluable tool for integrating social streams into my workflow. I highly recommend it.<br />
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Posted from my iPad (please excuse any typos or funny autocorrections)Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-53181173046297052922010-12-29T11:11:00.004-07:002012-10-07T22:24:59.737-06:00State of the BlogHaven't posted in awhile and this will be a quick one...it seems that work is dominating a big part of my time nowadays so here's an update...<br />
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<span class="Apple-style-span" style="font-size: large;">Gainfully Employed!</span><br />
I <i>finally </i>found an amazing job working as an Associate Planner at <a href="http://www.criticalmass.com/">Critical Mass</a>. I'm only an intern at the moment, but this is my dream job. Strategic thinking in an awesome agency environment...who could ask for more? Plus getting paid is niiiice, especially for real work (ie. not serving). Four months to go (I'm two months in) till we see if I get the full time offer - fingers crossed!<br />
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<span class="Apple-style-span" style="font-size: large;">Dealing with Information Overload...</span><br />
<br />
Of course a new job brings challenges as well. One is finding time for everything! So along that theme, here are some tips to help fit it all in.<br />
<br />
<ul>
<li>If you haven't tried <a href="http://www.rockmelt.com/">Rockmelt</a> yet, you probably should. I was skeptical at first, but having my social feeds built into the browser is actually quite useful. RSS feeds are also implemented in the same manner. If you need an invite leave a comment and I'll send one your way.</li>
<li><a href="http://www.flipboard.com/">Flipboard</a>, if you have an iPad is a must have. I'll be getting one at the end of the month, but have played with it on my parent's and it's an incredible way to interact with the web.<br />
</li>
<li><a href="http://www.evernote.com/">Evernote</a>. Alas, I've been trying to use this more regularly, but still can't get into the flow of it. I miss OneNote and it's full-featured note editor and I find the web clipper chunky. I might switch to <a href="http://http//www.instapaper.com/">Instapaper </a>(which has integration with my Kobo and Flipboard...we'll see what happens there)</li>
<li>The news of Delicious' sunsetting sent many to <a href="http://pinboard.in/">Pinboard</a>. I never used delicious but it might be worth a try if you're a tagger. It's a one time fee ($9 right now) that goes up as more users register and $25/year for their more hefty archival service.</li>
</ul>
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<div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">
Lastly, I don't want to kill the blog, but time (as always) is an issue, so I think the format's going to change a bit. The blog will be more of a curated content source with some of the best articles I'm reading around the web and a quick reaction. See you in the New Year!</div>
</div>
<div>
<br />
Update: I'm now posting on my personal domain. Find me <a href="http://www.andrew-turnbull.com/">here</a>.</div>
Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-14655096445329844742010-10-02T21:04:00.003-06:002010-10-03T14:52:08.410-06:00How to Survive the Social Media CrazeThere are a lot of bloggers, experts, gurus and ninjas claiming to have found the magic formula to social media success. It's easy! All you need to do is buy their ebook, podcast or YouTube video series for the low price of $24.99 and your company will harness the incredible power of social media to grow beyond your wildest dreams. You can get that boat you've been dreaming about and spend your days in relaxing in luxurious slendor. And if you believe that, I've got some snake oil for you...<br />
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The fact is, <b>there really is</b> a simple key to social media, but you don't need to buy anything because <i>it's sooo easy!</i> In fact, intelligent businesses have been practicing this "secret" for ages - social media just increases the benefit they get out of this simple thing. <br />
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Are you ready? Here it is...no sales pitch necessary: <i>Everything</i> you do must be worth sharing. <br />
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Everything should be shareworthy. If you have a great product, don't cheap out on your advertising budget. You're great looking store shouldn't be filled with McHires. It costs money, but did you really get to where you are by cutting corners?<br />
<br />
Look at a company like Apple. Steve Jobs shows their new commercials to a sold out crowd at the company's MacWorld conference every year. Seriously, who cheers for a commercial? At a recent keynote, Jobs showed off the company's newest retail stores in Paris to great applause. At WWDC the company showed off a live demo of their FaceTime software. The reason people were cheering (and sharing/talking about it online and even in the press) is because <i>it's actually worth talking about</i>. Apple consistently delivers content that is extraordinary. The Mac vs PC commercials were FUNNY. The company's new technology is EXCITING and their retail stores are absolutely GORGEOUS.<br />
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If you're worth talking about, people will carry your message online and you'll reap the benefits of that authenticity. Don't cut corners. Be sure you're actions are true to the spirit of your company - do this and your company will survive the social media craze. Hey, who knows...you might even make a few extra sales as well!<br />
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And because I can feel the glares from the social media experts in the audience - yes, there are things you can do to help stoke the coals... but if you aren't worth talking about, even these won't help.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com2tag:blogger.com,1999:blog-6137583036007938892.post-32616067826756462382010-09-27T17:08:00.000-06:002010-09-27T17:08:33.840-06:00Why Marketing?<a href="http://static.technorati.com/10/04/17/11913/top-brands.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="196" src="http://static.technorati.com/10/04/17/11913/top-brands.gif" width="200" /></a>It's a question that everybody has to deal with at some point. Why did you pick your chosen profession when you had a million other options at your feet? <br />
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Of course, most of us don't really know why we did what we did in university, so we either stumble through it or attempt to rationalize a decision that probably boils down to something like "it was interesting and challenging."<br />
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<div class="separator" style="clear: both; text-align: center;"></div>I believe in marketing. I believe in it's power to be a force for good in the world. But that's not why I chose to major in marketing, because I didn't know it at the time. Maybe on some intuitive level, I did, but it certainly wasn't a concrete sense. For me, it was interesting. It was challenging. It seemed to excite with tantalizing possibilities and a chance to be creative and strategic in business. Yes -- T-accounts, spreadsheets, numbers and the bottom line are important...but so is creativity. <br />
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Here's what I believe:<br />
<ol><li>At its heart, marketing is about giving a plain, old, boring hunk of metal a personality. It can can be bold, inspiring, conservative, risky, exciting, fun, quirky, or it can even play the villain. There are as many options as there are colours in a double rainbow but there is a right one for each product and company. Marketing is everywhere, in the clothes people wear and the cars they drive, there's plenty of fish in the sea.<br />
<b>Personality is your table stake</b>. It gets you into the game with all the big shot agencies and mad men - and you might even get lucky - but the real players set themselves apart in the next two categories. The game has an element of luck but it takes skill to win consistently.<br />
</li>
<li>Marketers provide a means for fans and supporters of a brand to express themselves emotionally. They remove a certain element of risk that makes it OK for fans to be wildly passionate about a product, so that it's acceptable to show other people a genuine part of themselves that's already trying hard to escape. Think of a concert with thousands of screaming fans, or the ritual involved in serving a glass of fine wine. That's passion, harnessed and displayed in a socially acceptable manner. To me, <b>it doesn't matter whether we're talking about rock bands or restaurants, it's still endearing</b>.<br />
</li>
<li>Technology can help. In fact, it is becoming even more important with time. Those that don't adapt will be left behind. What if our ancestors had ignored the hammer, the wheel, or worse yet - fire? Technology can help marketers turn metal into gold; it can help connect fans and niche interest groups around the world; and <b>it can also permanently change the rules of game - even while we're others are still learning the old rules</b>.</li>
</ol>That's what I believe. It's why I don't have problems sleeping at night and it's something to strive for both professionally and personally. <i>That's</i> extraordinary marketing.<br />
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What do you think? Share your thoughts in the comments below.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com6tag:blogger.com,1999:blog-6137583036007938892.post-87220712178190669902010-09-21T23:50:00.000-06:002010-09-21T23:50:53.387-06:00Once upon a time...<span style="font-size: small;">Marketing is about telling stories, taking a bland hunk of matter and creating a dialogue that people can relate to and connect with. If you don't believe me, ask the <a href="http://www.chrisbrogan.com/">new</a> <a href="http://sethgodin.typepad.com/">experts</a>.</span><br />
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<span style="font-size: small;">So here's something to think about, it's a quote from a Douglas Coupland novel:</span><br />
<blockquote><span style="font-size: small;">What is prayer but a wish for the events in your life to string together to form a story - something that makes some sense of events you know have meaning.</span><br />
And so I pray.</blockquote>What do you think? Let me know your thoughts in the comments below.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-71955765190579275852010-09-21T00:50:00.002-06:002010-09-21T00:56:47.554-06:00Why I Prefer Late Night TweetingThey say Twitter is like a giant cocktail party (but with spammers and SEO specialists.) <br />
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It's true. The analogy even holds as everybody signs off for the night and goes to sleep.<br />
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Think of the last gathering where you stayed a little later. <b> As people filter out the noise volumes drop </b>and<b> </b>you probably noticed a shift in the conversation. Things become a little more intimate. People go deeper, share more and connect in a meaningful, authentic way. (just be careful you don't hang around too long and overstay your welcome.)<br />
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This is <b>exactly</b> what happens on Twitter as well. As the masses begin to sign off your Twitter feed slows down. People tweet back and forth more and advertise their sites, blogs and affiliate codes less.<br />
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And this isn't a rant against people who Tweet too much or the result of a poorly chosen following list or anything of the sort. It just makes sense. <b>Anybody who has ever been to a pub or club knows that as the number of people in the room goes up, so does the volume. </b><br />
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In the digital realm, when the numbers go down, you don't have to shout to hear each other any longer. And that's why I love late night tweeting. What are your thoughts? Do you stay up too late tweeting or do you hit the hay nice and early so you can tweet another day?<b> </b>Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com3tag:blogger.com,1999:blog-6137583036007938892.post-23557576370295811102010-09-20T16:50:00.002-06:002010-09-20T16:52:09.314-06:00Fact.Good ads are backed by solid creative. They attract attention, and they're memorable for doing something different.<br />
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Great ads are backed by just as great products (which are backed by great companies who are, of course, backed by great people and great leaders.) Solid creative complements the entire mix. <br />
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Great ads do more than attract attention. They're memorable because they communicate a deep-seated, emotional truth; encompassing the product, the company's philosophy, and its visionary founders.<br />
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Good or great?Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-82234868061668386902010-09-17T17:21:00.004-06:002010-09-20T15:13:18.171-06:00Buzzword CrosswordThink you know your marketing, business and technology buzzwords? (click for printable version)<br />
<div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/_XS4xmcbdM9M/TJP3bSQJGbI/AAAAAAAAAD8/J9Sy65_wXmg/s640/puzzle.jpg"><img border="0" height="400" src="http://4.bp.blogspot.com/_XS4xmcbdM9M/TJP3bSQJGbI/AAAAAAAAAD8/J9Sy65_wXmg/s400/puzzle.jpg" width="353" /></a></div><br />
I'll post the answers on Monday. If you need help, ask for tips with the #buzzwordcrossword hashtag on Twitter.<br />
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Update: here's the answer key:<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/_XS4xmcbdM9M/TJfOOp0sMlI/AAAAAAAAAEE/s0y8Mw6lHgE/s1600/answerkey.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://4.bp.blogspot.com/_XS4xmcbdM9M/TJfOOp0sMlI/AAAAAAAAAEE/s0y8Mw6lHgE/s320/answerkey.jpg" /></a></div>Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com1tag:blogger.com,1999:blog-6137583036007938892.post-68160643931199402482010-09-16T19:55:00.000-06:002010-09-16T19:55:32.172-06:00Beware the Constant Promo CycleWhile in university, one of my professors gave me a piece of advice that I've never forgotten:<br />
<blockquote>Watch out for companies engaging in non-stop sales promotions. They're a quick fix to boost sales but they don't get to the root of the problem.</blockquote><br />
And then we see companies like Ford and Chevrolet reporting positive numbers and paying back government money while they engage in a relentless promotions war.<br />
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Ford Family Pricing, Chevrolet Clearance Event - these are signs of a larger marketing problem, a brand with a confused identity. Beware the constant promo cycle...Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-53370028057205486552010-09-16T16:34:00.004-06:002012-10-07T22:29:15.120-06:00Problem/Solution Format (Advertising)Capitalizing on a meme can be a good way to kick-start your creative process, but it <a href="http://admaven.blogspot.com/2010/09/double-bland-meme-advertising-what-does.html">shouldn't replace creative thinking</a>. Unfortunately it did with Microsoft's Double-Rainbow advertisement, seen below:<br />
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<object height="385" width="480"><param name="movie" value="http://www.youtube.com/v/8jXz7NrfzsI?fs=1&hl=en_US&rel=0"></param>
<param name="allowFullScreen" value="true"></param>
<param name="allowscriptaccess" value="always"></param>
<embed src="http://www.youtube.com/v/8jXz7NrfzsI?fs=1&hl=en_US&rel=0" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object><br />
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Double bland indeed.<br />
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This is an example of the overused problem/solution advertising format. You set-up and dramatize a problem in the first 20 seconds of a spot, and then use the last 10 to show how the product provides a solution.<br />
<br />
I loathe this format.<br />
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It's an easy way out when you can't think of a way to integrate the message throughout the spot. And the worst part is that problem/solution ads often have so much potential to be great. They always start with a memorable idea, but they end falling back to the pushy salesman of yesteryear. <br />
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Nine times out of ten, the formula creates an ad that is cheap, unoriginal and jarring. The solution gets overdone and the ad ends up feeling cheesy. For example, the music in the double-rainbow ad. Was that really necessary? <br />
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Here's an example of problem/solution done well. It's the famous FedEx 'box' commercial. The reason it's so well done is because the ad doesn't rely on pushy sales techniques. The spot ends with a low-sell voiceover solution, allowing the problem to take the spotlight. <br />
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<object height="385" width="480"><param name="movie" value="http://www.youtube.com/v/MrMURochE6Y?fs=1&hl=en_US&rel=0"></param>
<param name="allowFullScreen" value="true"></param>
<param name="allowscriptaccess" value="always"></param>
<embed src="http://www.youtube.com/v/MrMURochE6Y?fs=1&hl=en_US&rel=0" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object><br />
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<span style="font-size: large;">More Problem/Solution Examples</span><br />
<span style="font-size: large;"><span style="font-size: small;"><a href="http://www.youtube.com/watch?v=QsxV49pmnL8">Canadian Police Chase</a> : Midas starts out strong with a humorous problem but then cops-out with a bland solution.</span></span><span style="font-size: large;"> </span><br />
<span style="font-size: large;"><span style="font-size: small;"><a href="http://www.youtube.com/watch?v=dB57Fd90D5E&feature=related">Rogers - Elevator</a> : A slightly different take. Rogers dramatizes the solution instead of the problem. Really cool execution here.</span></span><br />
<span style="font-size: large;"><span style="font-size: small;"><a href="http://www.youtube.com/watch?v=X1Sv_z9jm8A">Snickers with Betty White</a> : I'm not completely sold on the strategic element of this ad, but the spot is well done.</span></span><br />
<span style="font-size: large;"><span style="font-size: small;"><br /></span></span>
<span style="font-size: large;"><span style="font-size: small;">Want more? Find me over at <a href="http://www.andrew-turnbull.com/">Restless Creativity</a>.</span></span>Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-75862780824210126962010-09-15T17:13:00.008-06:002010-09-16T14:58:59.639-06:00Critiquing The Social Network's "interactive trailer"The interactive trailer for The Social Network (seen below) has been getting a lot of buzz lately but is it a success?<br />
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<div style="text-align: center;"><object height="268" width="440"><param name="movie" value="http://www.sonypictures.com/movies/thesocialnetwork/itrailer/media/snmain.swf"></param><param scale="exactfit" name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.sonypictures.com/movies/thesocialnetwork/itrailer/media/snmain.swf" type="application/x-shockwave-flash" showheader="true" scale="exactfit" allowscriptaccess="always" allowfullscreen="true" width="440" height="268"></embed></object></div><br />
That depends on the strategic goal.<br />
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If it was to get people talking and generate word-of-mouth around the blogosphere (notice the share button at the bottom of the video), then yes, it was a success.<br />
If it was to highlight the extent to which our lives are influenced by, and actually take place online, therefore underscoring a larger theme of the picture, then yes, it was a success.<br />
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But if the goal was to educate viewers, have them read the links and articles and go into the movie with an increased awareness - probably not. The information simply flies at you too fast to be usable in any fashion. <br />
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How many of the displayed stats can you remember an hour after viewing the trailer?<br />
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Very cool idea though - I look forward to seeing the concept refined in the future.<br />
Imagine how this could be utilized in the future - purchase a DVD (for example, Lost) and gain access to all kinds of additional information and easter eggs.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-78829217177649125252010-09-14T22:33:00.000-06:002010-09-14T22:33:37.926-06:00Self-ValidationFrom an early age, we're conditioned to value the approval of others. Whether it's a pat on the back from our parents, or a good grade on an English paper, the people around us help to reinforce this need. In the world of social media, Bloggers look for re-tweets, comments, likes and diggs. <br />
<br />
But social media isn't the real world. In the real world, as we grow and mature, others grant their approval less often. We have to work harder to be recognized because few stop and take the time to say 'good job.' It is expected that as we mature, we become more independent, more confident in our beliefs and actions and less reliant on the whims of others.<br />
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How many bloggers have started with dreams of making it big, only to give into frustration when they realize the only person commenting on their blog is their mom? <br />
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The solution is to learn to self-validate. You have to reward yourself for meeting your own goals. Give yourself a mental pat on the back when you complete a difficult task. Let yourself feel good about the <i>effort </i>that goes into a project instead of the feedback received. Don't tie yourself to the opinion of others. <br />
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What does this have to do with marketing? If you're always relying on positive feedback from others, you'll never be comfortable taking a stand. And if you do take that stand, you'll inevitably be disappointed when you don't receive the feedback that you feel is deserved. <br />
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<span style="font-size: large;">Further Reading</span><br />
<ul><li><span style="font-size: large;"><span style="font-size: small;"><a href="http://sethgodin.typepad.com/seths_blog/2010/09/selfdelusion-and-selfloathing.html">Self-delusion and self-loathing</a> by Seth Godin</span> </span></li>
<li><a href="http://www.amazon.com/Atlas-Shrugged-Ayn-Rand/dp/0452011876?ie=UTF8&tag=theextmarblo-20&link_code=btl&camp=213689&creative=392969" target="_blank">Atlas Shrugged</a><img alt="" border="0" height="1" src="http://www.assoc-amazon.com/e/ir?t=theextmarblo-20&l=btl&camp=213689&creative=392969&o=1&a=0452011876" style="border: medium none ! important; margin: 0px ! important; padding: 0px ! important;" width="1" /> or <a href="http://www.amazon.com/Fountainhead-Centennial-Hardcover-Ayn-Rand/dp/0452286751?ie=UTF8&tag=theextmarblo-20&link_code=btl&camp=213689&creative=392969" target="_blank">The Fountainhead</a><img alt="" border="0" height="1" src="http://www.assoc-amazon.com/e/ir?t=theextmarblo-20&l=btl&camp=213689&creative=392969&o=1&a=0452286751" style="border: medium none ! important; margin: 0px ! important; padding: 0px ! important;" width="1" /> by Ayn Rand</li>
<li><a href="http://faculty.kent.edu/updegraffj/gradsocial/readings/brinol.pdf">A Self Validation Analysis</a> (Journal of Personality & Social Psychology)</li>
</ul>Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-77413486330452274872010-09-13T23:28:00.005-06:002010-09-17T02:21:29.683-06:00/facepalm<object height="385" width="480"><param name="movie" value="http://www.youtube.com/v/CqYmRA0zOyA?fs=1&hl=en_US&rel=0"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/CqYmRA0zOyA?fs=1&hl=en_US&rel=0" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object><br />
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Futureshop, riding the coattails of Old Spice with "me2 marketing" at its finest. Extraordinary Marketing? I think not.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-31917254294400605072010-09-13T19:05:00.001-06:002010-09-14T14:28:34.133-06:00Social Media is AwesomeA couple weeks ago I posted some comments on <a href="http://www.stevenpressfield.com/">Steven Pressfield's blog</a> (which I discovered it through a tweet from Olivier Blanchard aka <a href="http://thebrandbuilder.wordpress.com/">The BrandBuilder</a>). <br />
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To my surprise, I received an email a few days later, offering to send me some of his books - postage paid and no strings attached. Sure enough these arrived by good ol' snail mail:<br />
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<div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/_XS4xmcbdM9M/TI7KPf7Qb8I/AAAAAAAAAD0/o9bibW-GC78/s1600/Mobile+Photo+2010-09-13+6+27+55+PM.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="http://2.bp.blogspot.com/_XS4xmcbdM9M/TI7KPf7Qb8I/AAAAAAAAAD0/o9bibW-GC78/s640/Mobile+Photo+2010-09-13+6+27+55+PM.jpg" width="478" /></a></div><br />
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Extraordinary! Thanks for the books!Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-20880416141303395442010-09-12T20:52:00.008-06:002010-09-13T18:19:30.213-06:00Why Something is better than NothingIn his highly acclaimed <a href="http://www.amazon.com/War-Art-Through-Creative-Battles/dp/0446691437?ie=UTF8&tag=theextmarblo-20&link_code=btl&camp=213689&creative=392969" target="_blank">The War of Art</a>, Steven Pressfield discusses the distinction between an amateur and a pro. It boils down to this:<br />
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<blockquote>A professional comes in everyday, rain or shine, and does something - whether it's perfection or well-received by critics doesn't really matter. The professional knows that you have to put in the hours.<br />
An amateur, on the other hand, works in fits and starts and worries more about the validation of others instead of gettin his work done.<br />
<br />
Professionals write all the time whether they're inspired or not. They know the path to inspiration begins with dragging yourself out of bed in the morning.<br />
Amateurs only write when inspired. As a result, they don't write as often and lack experience so that their work suffers when they actually are motivated. </blockquote><br />
Doing something is a helluva lot better than doing nothing. Even if it's not perfect, you can always go back and edit. If other's hate it, you still gain a measure of where you stand and where to make improvements. Sometimes you have to just have to allow for - as an old teacher of mine used to say - diarrhea of the pen.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-1779419570297710182010-09-12T16:56:00.002-06:002010-09-12T16:56:52.658-06:00The Unwritten ContractIn the world of marketing, there is an unwritten contract that few ever seem to talk about. It's really quite simple, but often gets overlooked.<br />
<blockquote>Marketer's must provide something of value in exchange for their intrusion.</blockquote>Often this value is provided in the way of entertainment, humour or drama. In any case, it's the price you pay to gain an audience with the king. <br />
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If previous administrations have established a positive balance in your account, then you can get away without the toll for a short period of time, but it won't be long before your customer's hospitality and polite manner begin to sour as they turn against an unwelcome guest. <br />
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Honour the contract. Pay your dues in full and on time. Don't skimp on creative.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-57528477186116285512010-08-25T22:02:00.003-06:002010-09-12T16:46:24.469-06:00ConstructionDoing some construction-type stuff at the moment. Posts will be infrequent for about a week, sorry!<br />
<br />
And now we're back rolling again.Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-49893508945136887702010-08-20T00:44:00.004-06:002010-08-20T00:59:14.240-06:00How to be More CreativeA collection of tips from books, pop culture, mentors, classes, friends, etc.<br />
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<ul><li>turn off the radio. let your mind free associate </li>
<li>take an unfamiliar route to work (using GPS is cheating)</li>
<li>think deeply, then stop</li>
<li>sit on your judgment </li>
<li>draw or write with your off hand</li>
<li>find yourself a "flow" state (sports, game, etc. - play)</li>
<li>use a daily routine</li>
<li>then break it</li>
<li>talk with others (anyone, even on the bus or train)</li>
<li>give yourself permission to make a mistake</li>
<li>create a mind map</li>
<li>go for a long drive. don't plan it, just drive </li>
<li>talk some more</li>
<li>read up on something completely unrelated</li>
<li>write your first idea down. don't filter yourself</li>
<li>now keep writing</li>
<li>go outside. breathe</li>
</ul><br />
These are a few I've found from various sources. Some in books, others in movies or tv shows. Still others from professors or friends. I've used all of these at one point or another and can honestly say that they work (at least for me). What methods have you found to be helpful in your personal or professional life?Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0tag:blogger.com,1999:blog-6137583036007938892.post-2986728246443917572010-08-18T03:40:00.003-06:002010-08-20T00:48:49.209-06:00Scrabble: Buzzword Edition<div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/_XS4xmcbdM9M/TGuqLbQwMwI/AAAAAAAAABA/O8atfTJEEQA/s1600/photo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="http://1.bp.blogspot.com/_XS4xmcbdM9M/TGuqLbQwMwI/AAAAAAAAABA/O8atfTJEEQA/s640/photo.jpg" width="476" /></a></div><div class="separator" style="clear: both; text-align: center;"><br />
</div><span class="Apple-style-span" style="font-size: x-small;"><b>Legend: </b>next gen, g</span><span class="Apple-style-span" style="font-size: x-small;">reen, c</span><span class="Apple-style-span" style="font-size: x-small;">rowdsourced, w</span><span class="Apple-style-span" style="font-size: x-small;">ord-of-mouth, s</span><span class="Apple-style-span" style="font-size: x-small;">ynergy, w</span><span class="Apple-style-span" style="font-size: x-small;">eb 2.0, </span><span class="Apple-style-span" style="font-size: x-small;">_(iphone,kindle)_ killer, g</span><span class="Apple-style-span" style="font-size: x-small;">uerilla, s</span><span class="Apple-style-span" style="font-size: x-small;">ustainable, v</span><span class="Apple-style-span" style="font-size: x-small;">alue add, t</span><span class="Apple-style-span" style="font-size: x-small;">ail (as in long), b</span><span class="Apple-style-span" style="font-size: x-small;">uzz, r</span><span class="Apple-style-span" style="font-size: x-small;">eturn on investment</span><br />
<div><br />
</div><div>Some of my favourite marketing and technology buzzwords. :) <br />
Bonus points if you spot the typo...lol.</div>Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com2tag:blogger.com,1999:blog-6137583036007938892.post-57610186838174410112010-08-16T18:01:00.021-06:002010-08-18T03:09:56.621-06:00ABC's of Marketing<blockquote>Authentic<br />
Bold<br />
Creative<br />
Delivery<br />
Emotion<br />
Frontline (employees)<br />
Growth<br />
Humour<br />
Intuition<br />
Job (lol)<br />
Kotler<br />
Leadership<br />
Mind<br />
Niche<br />
Ogilvy<br />
Positioning<br />
Quality<br />
Risky (sometimes)<br />
Strategic<br />
Tactical<br />
Unique<br />
Viral<br />
Warfare<br />
<a href="http://xkcd.com/125/">XKCD</a><br />
Youth<br />
Zen</blockquote>It's complete! I had to use the index of my marketing textbook for a few, and google suggestions for a couple as well. This was more challenging than I thought it would be (I'm looking at you j,k,x and y)Andrew Turnbullhttp://www.blogger.com/profile/08207276893026929912noreply@blogger.com0