The New and Revised Copywriter’s Manual mirrors the changing times.  “Luxury” is no longer a word that advertisers should use anymore. It’s not something that will connect with people right now.  Adweek has provided the 7 words that you no longer can say in advertising, according to the Bureau of the New Era of Responsibility.  The manual’s 7 words are:

- Luxurious

- Decadent

- Sugary

- Sexy

- Exquisite

- Bitchin’

- I

The seven replacement words are:

- Solid

- Nourishing

- Brown

- Well-molded

- Sustainable

- Post-consumer

- We

These new guidelines also recommend beginning every piece of copy with a note of empathy, even going as far to encourage copywriters to start with “in this economy,” or “in times like these.”  I understand that as advertisers we need to acknowledge the current situation, but I also think shoving the negativity and how bad things really are down consumers throats is going to be counterproductive.  I love Pepsi’s approach of being positive, and making everything about looking at the bright side of things.  Has it helped Pepsi’s bottom line, I can’t speak to that, but I do think that it makes the brand more friendly and leaves people with a positive feeling instead of feeling bad about making a purchase.

This article also discusses the changes to automobile advertising as well as saying there will be no advertising for perfume, silk, jewels, cruises, tropical islands, etc.  I have to disagree with this.  I have seen more cruise advertisements in the last couple months (Carnival and Royal Caribbean) than I have in years.  Both have new TV campaigns and are still very active in direct mail.  I think people, who maybe have a little extra saved for a rainy day, might choose to take a cruise in this economy.  Right now it’s cheap enough.  For less that $30 a day, you can eat until you can’t walk, you can be entertained onboard and you have a place to be with friends.  That’s not such a crazy idea to me.

In any case, Adweek’s 7 words you can’t say in advertising is a very interesting article, whether you completely agree with it or not.  For the full article, go to: http://www.adweek.com/aw/content_display/community/columns/other-columns/e3ie96e4a3e8c042db296f3656a62b4363b?pn=1

One million.  That is the magic number data has suggested indicates that people have embraced an online campaign.  The one million view marker usually needs to happen in the first couple weeks or else the campaign has a higher chance of stalling and being forgotten about.

There have been a lot of very successful viral campaigns over the past few years, including “T-Mobile: Dance” or “Guitar Hero: Bike Hero.”  These campaigns averaged more than 7 million views within the first two months of being launched.

AdAge has listed their three rules for how you can get your video online, distributed quickly and creating buzz:

1) Seed smartly: Put your video where your demographic will see it.

2) Think deep, not wide: Select 3-5 sites to upload your video to, buy media to support it, reach out to targeted press and users and aim to climb the “most watched” list on those sites.

3) Don’t spell it all out: When making your video, you want to leave room for interpretation.  It keeps people guessing, engaged and gets a discussion going.

For the full AdAge article, go to: http://adage.com/digital/article?article_id=135629

Image Courtesy of AdAge.com

The connection between fried chicken and potholes isn’t inherent, but KFC is hoping that its new urban renewal program will help promote its new ”fresh” brand positioning effort.  The fried chicken chain is offering to fill up potholes in 5 major U.S. cities.  KFC’s plan is that once the pothole is filled, it will be covered in a nonpermanent street chalk with the words “Re-freshed by KFC.”

This is definitely a unique idea.  It gives back to the community while also breaking through the clutter in oversaturated big city markets.  You have to look at the street while driving, walking or riding your bike, and bright white chalk on a freshly paved, black street is definitely noticeable.

For the full article, go to: http://www.brandweek.com/bw/content_display/news-and-features/retail-restaurants/e3ic48b7a3a3eb3111d1e753e41e824f324?imw=Y

Advanced warning, I’m about to pick a few scabs here (good visual, right?) In my humble opinion, the answer to the question above is NO.  Simply taking a look at those sections should be a huge indicator to their popularity these days.  And, what I do see in the new home sections, quite frankly, is embarrassing.  Has everybody forgotten how to advertise with style?  (ok, I’m stopping now, and not gonna go there).

Today’s media plans, largely created in the heat of whatever happened the weekend prior, are changing.  They’re changing because our buyer’s awareness is changing.  And though a lot of the shift is taking place online, there is also a shift happening in traditional media.  I’m a definite believer (at least for today) that a comprehensive media plan is the way to go.  While there might be a time in the very near future to tilt the scales grossly to online, that day has not yet come.  Today our papers still exist and are in circulation, meaning that at least some consumers are still reading them.  Because of those millions of people still reading papers, I’m thinking we should still be advertising in them.  Ok, now just because I’m still a believer in newspaper, doesn’t mean that my heart isn’t going online, because let me tell you, it is.  I just think, that for today, we need to be hitting both places.  Tomorrow is another day.

Now, untraditional is where I was going.  Let’s face it – the real estate sections are becoming less and less popular in this economy.  But it’s not only the economy creating this change, it’s the convergence of the economy and the shift in consumers researching online before actually visiting a community.  I think that today, our clients might find more success in reaching out to consumers in more mainstream news sections, where consumers are spending more quality time reading about what’s happening day by day in this economy.

Will the new home real estate sections make a come back?  That’s hard to say.  I’m critical on that point.  They may have another spurt when people jump back into the market, but I think it may fizzle out shortly thereafter.  New home might become part of the resale mix (which I think still has a long life ahead, as long as newspapers live anyway).

All right, so I’ve hit this point.  It’s not all I am or think as it relates to media and marketing plans today, don’t even get me started on blogs and social media. I’ll save that for another day, but I’ll give you a hint that it’s one of my favorite topics and I am a social media LOVER.

Let’s sell some homes friends and I’d love to hear what you think on the subject.

I swear, sometimes it’s like Google reads my mind.  I don’t know about you but there have been many times I have sent an email and instant too soon.  Maybe it didn’t have the attachment it was supposed to, or maybe it wasn’t as well thought as I would have liked it.  Well, Google has answered my prayers and their “Google Labs” is experimenting with feature called “Undo Send,” which gives people a chance to rewrite, rethink, or just scrap an email they just sent.  This “undo” capability is an optional program that Gmail users must enable by going to their settings tab.  Although right now users only have 5 seconds to undo their email, Google has the right idea and it is only a matter of time until we will be able to undo an email up until the recipient reads it.  One can dream….

For all those workaholics out there, there’s another amazing capability Google is testing out, “E-mail Addict”.  This one locks your email for 15 minutes forcing users to take a break from incessant emailing.  This is also a feature that users must enable via their settings.

Google Labs is now on my radar, I never knew that some of Google’s most successful ideas, including Google Maps, Google Chat and Google Video were only test products.  Features that I use on a daily basis and now can’t live without.  Keep up the good work Google…I know I’m not the only one who is benefitting from your genius!

For the full CNN article, go to: http://www.cnn.com/2009/TECH/03/25/gmail.labs.email/index.html?iref=newssearch

Picture courtesy of Google

Carnival Cruise Lines has really stepped up its advertising lately.  First they had their building-sized pinata, then they had their blimp-sized beach ball and now they are going into the digital fish business.

Carnival’s new campaign features large-scale sidewalk aquariums in six major cities (New York, Los Angeles, Baltimore, Dallas, Houston, Washington DC) which are placed in vacant storefronts in high pedestrian traffic areas.  The catch, these aquariums aren’t filled with the world’s rarest, most beautiful or even most intriguing fish, instead they will feature digital fish.  Consumers can walk past these aquariums and create their own fish with their cell phones.  They can then return to the display to feed their fish and watch them interact with other passerbyers new underwater friends.

Now, personally I don’t know how many people will actually engage in the display and create fish, but it is an interesting PR stunt and it might make enough noise to make it worth the money spent.

For a full explanation of the thought process behind this idea, watch the AdAge video here: http://adage.com/brightcove/lineup.php?lineup=1266084202

Blogging is different for everyone.  Some people use their blog as an online diary, some detail their adventures abroad and some people take to their online pages to vent about experiences they’ve had, both positives and negatives.  Although you may not know who, if anyone, is reading your posts, a new USA Today article discusses how seriously the travel industry takes bloggers complaints, and the victories that several bloggers have experienced.

Carl Larson tried to check a regulation-size box, containing a folding bike, on a JetBlue flight when a ticket agency demanded he pay a checked bag fee because of the contents.  Annoyed and $50 poorer Larson took to a blog to describe his experience.  The story was eventually picked up by several other higher profile blogs and made its way back to JetBlue.  With the amount of pressure and negative buzz JetBlue experienced, they actually refunded Larson’s money and changed their baggage policy to include: “Customers traveling with folding bikes in a bag that fits within the standard checked bag weights and dimensions will not be charged the bike fee and will be treated like any checked bag.”

This is only one of many stories that USA Today describes.  Blogs are quite powerful and they actually are creating change in the Travel Industry.  The article also details how a Las Vegas hotel, rental car agency and another airline changed their tune when called out by an angry blogger.  For the full article, which also provides 7 ways for your blog to become part of the travel revolution, go to: http://www.cnn.com/2009/TRAVEL/traveltips/03/23/blogging.travel.complaints/index.html

AdAge has put together six ways they believe agencies, large and small, can snag accounts even in these recessive times.

1) Network Innovatively: Via Group, an agency in Maine, has a “round table” discussion with 8 to 10 marketing executives each month to discuss ad related topics.  I must say, that we’ve been doing this kind of thing for decades and do agree that it is a great way to keep all our brains fresh and thinking.  Our latest version of this is our Rox Talks.  These events have been a great venue for clients, partners and friends to network in a place that is conducive to harvesting ideas for our industry.  So make sure that the next time Claudia extends an invite, you reserve your seat.

2) Show You’re Social-Media Savvy: Twitter, Facebook, YouTube; whatever your choice (even all three plus some), Social Networking is not going to fade in the near future.  And while it’s still free to join and to market your business, why not?  Rox is online at Facebook, Twitter, YouTube, Vimeo, Flickr and Tumblr, just to name a few.  If you are looking for ideas for your company, check us out on a social network near you.

3) Adopt A Recognizable Platform: Agencies have begun to position themselves on a local, national and even global level.  Publicis Groupe’s “Contagious Ideas” has gained momentum and has thrust the agency in front of eyes that were never exposed to them before.  Even a simple “Tidbit” shows to your reader/client that you are continually researching and in the know.  If you are not on our “Tidbits” email list, sign up today by sending us a message to info@roxburgh.com.

4) Be Willing To Contort: Custom-made solutions are going to be the best ways for agencies to grow in times like these.  The templated pitch is no longer going to work.  Clients are going to need to be able to caculate ROI in order to justify their spending, so agencies are going to have to be open to working with their clients to see if a new agency model works better for specific clients.

5) Write a Book: Books are a great way to market yourself outside of the industry.  Speaking at conferences and events, attending book signings, etc. are great ways to network yourself and your company to both existing customers and new prospects.

6) Offer A Direct Line to the CEO:  It never hurts to make sure the person at the top knows you are available for them at all times.  Accessibility is going to become very important for our industry as spending on advertising gets tighter.  Rox is “Always Open” and has been for almost 29 years.  Day or night if you have an idea, question, comment or concern, there is always someone at Rox to take care of you!

For the full AdAge article, go to: http://adage.com/agencynews/article?article_id=135420