Sorry ladies and gentlemen, I'm doing my best to stick to my comittment of 3 posts a week, but I was too distracted this week with birthdays, Diwali, and Halloween. Please look next week for 4 posts - this Friday's post will be made around Sunday Evening. Thanks for visiting my site.
-Vinayak
Friday, October 31, 2008
Wednesday, October 29, 2008
Why I hate Sweepstakes!: Generic Prizes Often Cheapen the Reinforcement of Participation
Written By: Vinayak Ahuja
Edited By: Chris Gampat
A few weeks ago, I found myself caught in an interesting conversation with the owner of my local Pizza shop, a slick talking alumni from my high school who sold me on buying a few slices of his “low carb” Pizza. As I chewed on the gooey goodness of this gourmet lie, he started to ask for my consultation on some ideas he had to promote the restaurant in the fall.
One of them, of course, was the typical, generic, “cuz everyone else is doing it” sweepstakes idea: let people suggest their own recipe for pie and the winner of the random draw would receive a $50 gift certificate and naming rights to the pie they suggested. So basically, I’m going to set-up an impersonal drop-box that separates me from the general conversations I’m known for having with my consumers, then I’m going to pay some random guy, who may just as well be some shmuck from another town that I'll never see again, come in and take a gift certificate that has no other particular value to him other than “free pizza”. I can think of 100 better ways to piss away $50.
Gift Certificates, Prizes, and free services are always a great way to get new consumers involved with your product, and sweepstakes are always a good way to acquire information on potential consumers. But generic rewards add no value to a brand and may even detract appreciation away from your product or service amongst regulars by providing the wrong kind of positive reinforcement - winners of the contest would value the $50 gift certificate and free pizza, but where’s the association to the brand or the pizza place in particular? What’s going to get me to come back once I run out of free pizza?
But there was genius in this idea – “suggest your own pizza recipe”, there was a sense of ownership that a consumer could really appreciate and I encouraged him to build on that alone. In the end, we expanded the original idea by featuring in-store samples of suggested recipes selected by random draw. People coming into the store would get to vote on their favorite flavor, the least favorite flavors being replaced by a new entry every-so-often.
Now, for the price of what would’ve been given up in sales with a $50 gift certificate, is used to rewarding regulars, their friends, and new customers with free samples suggested by people they may know. On top of which, patrons who’ve had their pies selected would, in theory, feel inclined to draw in their friends to try their pies and cast votes. You could even make the experience more interactive by giving finalists to come in and make their own pies.
Try thinking about a community rather than giving away a large amount of free stuff.
Edited By: Chris Gampat
A few weeks ago, I found myself caught in an interesting conversation with the owner of my local Pizza shop, a slick talking alumni from my high school who sold me on buying a few slices of his “low carb” Pizza. As I chewed on the gooey goodness of this gourmet lie, he started to ask for my consultation on some ideas he had to promote the restaurant in the fall.
One of them, of course, was the typical, generic, “cuz everyone else is doing it” sweepstakes idea: let people suggest their own recipe for pie and the winner of the random draw would receive a $50 gift certificate and naming rights to the pie they suggested. So basically, I’m going to set-up an impersonal drop-box that separates me from the general conversations I’m known for having with my consumers, then I’m going to pay some random guy, who may just as well be some shmuck from another town that I'll never see again, come in and take a gift certificate that has no other particular value to him other than “free pizza”. I can think of 100 better ways to piss away $50.
Gift Certificates, Prizes, and free services are always a great way to get new consumers involved with your product, and sweepstakes are always a good way to acquire information on potential consumers. But generic rewards add no value to a brand and may even detract appreciation away from your product or service amongst regulars by providing the wrong kind of positive reinforcement - winners of the contest would value the $50 gift certificate and free pizza, but where’s the association to the brand or the pizza place in particular? What’s going to get me to come back once I run out of free pizza?
But there was genius in this idea – “suggest your own pizza recipe”, there was a sense of ownership that a consumer could really appreciate and I encouraged him to build on that alone. In the end, we expanded the original idea by featuring in-store samples of suggested recipes selected by random draw. People coming into the store would get to vote on their favorite flavor, the least favorite flavors being replaced by a new entry every-so-often.
Now, for the price of what would’ve been given up in sales with a $50 gift certificate, is used to rewarding regulars, their friends, and new customers with free samples suggested by people they may know. On top of which, patrons who’ve had their pies selected would, in theory, feel inclined to draw in their friends to try their pies and cast votes. You could even make the experience more interactive by giving finalists to come in and make their own pies.
Try thinking about a community rather than giving away a large amount of free stuff.
Monday, October 27, 2008
Your Blog A Blueprint? The Importance of Identity When Seeking Attention
By: Vinayak Ahuja
Hello My loyal readers - all seven of you :-D!! My apologies for being away so long, I took some personal time to reflect on why I had taken on this blog and the values I was hoping to gain from it: For most, blogging is a hobby fostering opinion and personal reflection, but for some, it can also be a great way to get noticed as a knowledgeable professional. In any case, it’s important to remember that if you’re going to blog, it’s gotta be as much about you as it is about your topic.
“My Blog is My Blueprint”, one of the most profound things I’ve heard regarding online identity from one of the most charming MILFs I’ve had the pleasure to meet (a dirty little secret between the seven of us). The statement emphasizes how a blog, in its purest form, can’t help to reflect the bloggers personality and feelings; if no two people are the same, then neither can be blogs, giving readers an opportunity to get their daily-dose of information in a flavor that best suits their taste.
In these harsh economic times, my two cents are best spent during happy hour with some good friends and cheap booze to help me feel remorseful; blogging, therefore for me, is just a good way to keep myself on the radar of people I’ve come to know over my six years of professional experience as a communications professional by providing them with information they may want to hear about. If you caught my previous article before my 2-week hiatus, however, you may not find it as endearing as my previous articles (My First Blog, My first Mistake, and Sex Sells? being my two favorites so far). I had forgotten this key rule, and it may take some time before I get my formula down right.
Knowledge today, both fact and fiction, is only a few clicks and keystrokes away from us at any given time. Whether you have aspirations to become one of the big players of the blogosphere, a strong source for information, or just want to get some stuff off your chest, the content needs to reflect a little something readers genuinely can’t find anywhere else if your looking for mass readership. The rest really depends on word of mouth and targeting strategy (twittering, SEO, link-ins, etc.).
With that being said, I hope you guys will share my article with friends you think will enjoy reading it for now. Check back every Monday, Wednesday, and Friday around lunch for new, fun articles to read. And feel free to send me any opinions on my media chia e-mail at vahuja@mediachia.com. All seven of you probably know my real e-mail address; either is fine. Thanks again to everyone reading this, and for those of you catching it late: WELCOME TO THE PARTY!!
Hello My loyal readers - all seven of you :-D!! My apologies for being away so long, I took some personal time to reflect on why I had taken on this blog and the values I was hoping to gain from it: For most, blogging is a hobby fostering opinion and personal reflection, but for some, it can also be a great way to get noticed as a knowledgeable professional. In any case, it’s important to remember that if you’re going to blog, it’s gotta be as much about you as it is about your topic.
“My Blog is My Blueprint”, one of the most profound things I’ve heard regarding online identity from one of the most charming MILFs I’ve had the pleasure to meet (a dirty little secret between the seven of us). The statement emphasizes how a blog, in its purest form, can’t help to reflect the bloggers personality and feelings; if no two people are the same, then neither can be blogs, giving readers an opportunity to get their daily-dose of information in a flavor that best suits their taste.
In these harsh economic times, my two cents are best spent during happy hour with some good friends and cheap booze to help me feel remorseful; blogging, therefore for me, is just a good way to keep myself on the radar of people I’ve come to know over my six years of professional experience as a communications professional by providing them with information they may want to hear about. If you caught my previous article before my 2-week hiatus, however, you may not find it as endearing as my previous articles (My First Blog, My first Mistake, and Sex Sells? being my two favorites so far). I had forgotten this key rule, and it may take some time before I get my formula down right.
Knowledge today, both fact and fiction, is only a few clicks and keystrokes away from us at any given time. Whether you have aspirations to become one of the big players of the blogosphere, a strong source for information, or just want to get some stuff off your chest, the content needs to reflect a little something readers genuinely can’t find anywhere else if your looking for mass readership. The rest really depends on word of mouth and targeting strategy (twittering, SEO, link-ins, etc.).
With that being said, I hope you guys will share my article with friends you think will enjoy reading it for now. Check back every Monday, Wednesday, and Friday around lunch for new, fun articles to read. And feel free to send me any opinions on my media chia e-mail at vahuja@mediachia.com. All seven of you probably know my real e-mail address; either is fine. Thanks again to everyone reading this, and for those of you catching it late: WELCOME TO THE PARTY!!
Wednesday, October 8, 2008
Sonic Branding - What is it and Should I Invest in It?
By: Vinayak Ahuja
I brought up the topic of Sonic Branding yesterday when I talked a little about Branded Entertainment. Sonic Branding is the use of sound to reinforce brand identity and something you've definitely come across: Nokia, McDonalds, and Intel are just a few of the brands that have incorporated specific sounds to identify their products with.
Audio is one of the strongest forms of recall in the brain; before a child is given birth, it’s believed that infants learn to listen in the womb in order to record familiar voices, sounds, and aspects of prosodic language. There’s even further evidence that indicates certain sounds and chords having a direct impact on the way we feel regardless of culture and upbringing (I wrote a paper in college). It’s no doubt that sonic branding is a very powerful concept that should be considered when branding or re-branding your business or product.
But, when a brand becomes auditory, it needs to be attached and reintroduced regularly in order to maintain its effectiveness. Unlike a picture or a logo, sound isn’t passive it’s piercing. No matter what the situation, you have to take a level physical action to avoid sound that could never compare to simply moving your head or shifting your eyes. That sound is there and it can get annoying.
Everyone’s familiar with Nokia‘s signature ringtone, for example. Unfortunately, I’ve never experienced the ringtone as anything else other than what it is on a nokia cellphone, and there’re some GREAT ads for Nokia out there. As a result, this repetitive, unavoidable sound has become a deterrent for many people in the US. A sound that just disturbs your everyday life - that’s not the way I’d like to market my product.
McDonalds, on the other hand, has done a great job reinventing their annoying sound to meet almost every demographic and audience imaginable (chicken dance is one of my favorites). Their sound may be just as annoying when first heard, but its been reintroduced enough to where I can appreciate it. I’ve come to associate it with one, or a few, looks and images that I like, and when I hear it, that’s what I think of.
Market research analysts at Leicester University found that ads with music that fit the brand are 96% more likely to be recalled by consumers and 24% more likely to drive consumers to purchase the product (statistics at the end of this video). The key word here is “fit”. Sound, as it becomes more complex and distinct, becomes more subjective. So yes, audio branding is a great way to boost recall and improve sales, but it needs to be approached with deep thought and consideration to when, where, and how it’s being dressed when representing your brand. Just something you may want to consider before investing your dollar.
Tuesday, October 7, 2008
Branded Entertainment:How to Advertise to Your Consumers Without Advertising
By: Vinayak Ahuja
Brands including Coca-Cola, Levis, and Converse are now heavily investing into Branded Entertainment, entertainment that is meant to perfectly align with a brand’s attributes and be a reflection of the advertiser's personality. As both the fragmentation of media and divide of consumers' attention continue to grow exponentially, traditional mediums of advertisement continue to loose their impact on audiences, placing a lot of pressure on brands to find new and inventive ways to cement their message into the right-minds.
Branded Entertainment aren’t direct spots promoting a product, and there's not meant to be any particular message; it’s purpose is to induce a particular mood and feeling amongst an audience then link the product with those feelings by association. It’s a great idea and not impossible, but it’s so complicated to conceptualize that not all brands will have an easy time tackling this format. We’re talking about creating content that, in almost every aspect of its fiber, reflects a particular image and way of life that speaks to a given demographic.
Let’s take two pieces of work, for example, which I selected particularly to make my point: Mountain Dew’s First Descent, and E-bay’s Hooves/Force 1. Both are respectable for what they are, we’re not trying to compare the quality of a feature-length documentary (First Descent) to a short film (Hooves/Force 1), but only First Descent conveys a complete brand reflection that a viewer can connect with. I don’t think I need to explain why First Descent works; click the link, check out the Mountain Dew website and make your own opinions. Hooves/Force 1, on the other hand, is nowhere as clear of a link.
If you watch the video in its entirety, you’ll realize that the two friends are helping their blind friend, Louis, get baby shoes they found on e-bay for his seeing-eye pony, Carmine, in time for prom the next day. My first problem is in the plot itself, why do they have to drive out of the way to get something they need in an emergency? It gives a sense that e-bay, or online shopping, isn’t completely reliable.
The second thing that really got on my nerves is the ringtone used on Vincent’s phone, a tone so prominent in the film that I can recognize it instantly. It leads me to believe that it was a perfect sonic branding opportunity that was either botched or lost. Essentially, when creating branded content, all these concepts need to be taken into consideration – it sets the stage for what audiences will come to expect from your brand in the future.
"He's so GQ", "Google it"; Hooves/Force 1 may become viral, but what’s the point if I don’t appropriately link the work to brands? It would’ve been better to focus on finding all the necessary components needed for the coming prom then go on the trip for the shoes near the end. That says to me they were able to personalize their prom experience through online shopping, and that's all I'd need to know.
Brands including Coca-Cola, Levis, and Converse are now heavily investing into Branded Entertainment, entertainment that is meant to perfectly align with a brand’s attributes and be a reflection of the advertiser's personality. As both the fragmentation of media and divide of consumers' attention continue to grow exponentially, traditional mediums of advertisement continue to loose their impact on audiences, placing a lot of pressure on brands to find new and inventive ways to cement their message into the right-minds.
Branded Entertainment aren’t direct spots promoting a product, and there's not meant to be any particular message; it’s purpose is to induce a particular mood and feeling amongst an audience then link the product with those feelings by association. It’s a great idea and not impossible, but it’s so complicated to conceptualize that not all brands will have an easy time tackling this format. We’re talking about creating content that, in almost every aspect of its fiber, reflects a particular image and way of life that speaks to a given demographic.
Let’s take two pieces of work, for example, which I selected particularly to make my point: Mountain Dew’s First Descent, and E-bay’s Hooves/Force 1. Both are respectable for what they are, we’re not trying to compare the quality of a feature-length documentary (First Descent) to a short film (Hooves/Force 1), but only First Descent conveys a complete brand reflection that a viewer can connect with. I don’t think I need to explain why First Descent works; click the link, check out the Mountain Dew website and make your own opinions. Hooves/Force 1, on the other hand, is nowhere as clear of a link.
If you watch the video in its entirety, you’ll realize that the two friends are helping their blind friend, Louis, get baby shoes they found on e-bay for his seeing-eye pony, Carmine, in time for prom the next day. My first problem is in the plot itself, why do they have to drive out of the way to get something they need in an emergency? It gives a sense that e-bay, or online shopping, isn’t completely reliable.
The second thing that really got on my nerves is the ringtone used on Vincent’s phone, a tone so prominent in the film that I can recognize it instantly. It leads me to believe that it was a perfect sonic branding opportunity that was either botched or lost. Essentially, when creating branded content, all these concepts need to be taken into consideration – it sets the stage for what audiences will come to expect from your brand in the future.
"He's so GQ", "Google it"; Hooves/Force 1 may become viral, but what’s the point if I don’t appropriately link the work to brands? It would’ve been better to focus on finding all the necessary components needed for the coming prom then go on the trip for the shoes near the end. That says to me they were able to personalize their prom experience through online shopping, and that's all I'd need to know.
Wednesday, October 1, 2008
No Articles This Week
To my loyal Readers:
I have an LSAT exam coming up this weekend and will not be able to put up any posts this week. Look back October 6th for new posts. Official launch is expected sometime during the week of the 12th of this month. Thanks for your patience, I hope you've enjoyed my articles up until now.
I have an LSAT exam coming up this weekend and will not be able to put up any posts this week. Look back October 6th for new posts. Official launch is expected sometime during the week of the 12th of this month. Thanks for your patience, I hope you've enjoyed my articles up until now.
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