The importance of the subject line

I read an interesting reflection on Jeanniey Mullen the effectiveness of email marketing . In this regard, stresses the importance of drafting a Case attractive . Usually spends much time in the strategy, design, content, language use, html or text only, with or without pictures … and then left or navarre last line . A few words that can influence the decision of the recipient to open or not open it. And here the problems begin …

"A toy without advertising does not exist"

Do not tell me. Says José de la Gándara , CEO of Famous, in an interesting interview published on January 4 in the newspaper El Correo.

I said in response to a journalist’s question: “I think we have invested nearly 10 million in television ads.” And Joseph said:

A toy

” today with almost no advertising. It is a very important investment. ”

I disagree. Yes, but no. There are toys and toys. And there are brands and trademarks. And there are classes and categories. To make your toy star, famous wrist Nancy , which has been so sure. It is only possible to compete with Barbie based on many million in advertising.

Nancy, Barbie, Nenuco, Playmobil, MicroMachines the Meccano. Years ago, the tangle (now Twister), the Barriguitas the classic Monopoly, the Tragabolas, the who’s who, even Gusiluz etc. Toys that are demand generated mainly based on television ads , and then carried away by the left ear-mouth. But I think the statement that “no publicity, there is a toy” is dependent on the toy, the age at which we turn, the type of entertainment it produces, and so on.

For example, my nephew is very happy with a big plastic shovel, which has no name. My niece spent hours pressing buttons on a turtle singing, made by an unknown brand can not remember. And I am sure that has been (and will) hit many other toys that have not received neither a euro investment in advertising .

For certain types of toys, investment in marketing is reflected only a good distribution strategy . Sold in Toys’r'us negotiate its perfect location in El Corte Ingles or in the windows of the most important toy, you can get a lot more successful than a dozen ads on television.

In the case of other toys, however, all marketing efforts should be aimed at packaging . When we go into a toy or the toy section, we are drowned by dozens of colorful boxes and claims. Attracting the attention of the child or the person who will buy the toy is essential. Good presentation of the toy, whereby the person who will buy or even the child can see exactly what, how, how you play … can be the best introduction , and direct highway to become a bestseller.

Not all advertising. There are other aspects of the marketing mix to be caring for our product, in this case a toy, to achieve its objectives.

Social networks vs. SMS

This Christmas I’ve noticed that at least in my environment, has reduced the number of SMS sent and received to congratulate the Christmas and New Year. On the contrary, I have received countless messages through other on-line as the email, instant messaging, and, of course, social networks: Facebook, Xing, Twitter, MySpace, etc..

Obviously it has not disappeared this form of communication (SMS), but I do believe, without official data, which has reduced its use in recent months, especially at this time. To have the mobile brim to receive just a couple of messages every day.

The reasons for this change may be several, in my view, based solely on my personal experience and the people in my environment:

• surely the least important, can be a practical reason . SMS are few characters that we can only fill with words too many for Christmas ( “I wish you the best,” “I hope you spend a few unforgettable days with your family,” etc.). And there is little room for personal messages.
• another reason may be more meaningful to have to tighten their belts and look over the costs “unnecessary”, may have seen cheaper alternatives (or free), such as email or message through any social network .
• perhaps how to “not let anyone” . Clearly the most beloved or close them write without thinking. But there is another group of people “far away” but no less important. It ended with reviewing the agenda from top to bottom so as not forget that old friend. Thanks to social networks, we can congratulate or transmit a message to many people at once .
• and I see another possibility. There are many people with little contact on birthdays and important dates. By then, even we are sure that the same phone number or e-mail address. Or maybe not even have any evidence of contact. However, sending a message through a social network, gives us a guarantee that sooner or later they will .

In any case, it is simply a signal that social networks are beginning to gain followers and be used for purposes that the creators could not imagine . And only time will tell who loses out in this battle . In this case, have been the telephone companies who, no doubt, be able to offset this deficiency with other strategies (or find a way to do this).

Update: … and I see that there are more people with the same feeling

The best and worst logo redesigns of 2008

BrandNew (UnderConsideration) evaluated a selection of logos redesigned in 2008. It is noteworthy that place as one of the best changes image worldwide RTVE that, personally, has left me indifferent.

Next to each brand, BrandNew a few small points, which continued to gather. Include:

SanDisk . The best redesign of a global brand. Touched letter by letter, maintains the original essence of the logo, while the company takes the new century.

RTVE. Without being the most prominent and the most disastrous is a radio-television with a cohesive and vibrant identity.

And the worst are:

Pepsi. A change anything out of place and appropriate .

CapitalOne. A swoosh in 2008

Animal Planet. The new logo Channel Discovery Channel is not “animal” or “planet” …

EuroNews. The worst use that can be given to a circle.

The full ranking UnderConsideration.

Segmentation advertising on Facebook

One of the greatest concern s of advertisers and media agencies is no doubt segmentation . With the departure of social networks, was some light at the end of the tunnel. Internet advertising so far allowed us to a rough segmentation , by subject, age range, geographic location … The rise in recent months Tuenti or networks such as Facebook, has attracted interest from advertisers who until now had not seen clearly how to address your audience.

A few months ago I started to test platform advertising Facebook . At first glance it seemed to me pretty straightforward , perhaps too much for the options that I should have, for the specific characteristics of the medium:

• location
• sex
• age group
• educated
• Work
• status (married, single …)
• interested in male / female

The calorie Pepsi Max

I could not avoid seeing laugh OpenAds in the new Pepsi Max campaign in OpenAds, in which “a very lonely calorie”

I love it risky style figure, the (macabre) creative idea, execution … and of course the fact dare use that tone, that may become target of criticism from all sides. < >

Is a campaign of BBDO (Düsseldorf, Germany).

The role of Internet in the economic crisis

The Director General of Google Spain, Javier Rodriguez Zapatero, has completed his presentation with an item of interest: the crisis. Although he himself has put that title now, rather it has sought from the effect of the economic crisis in the use of the Internet.

As always reflected in the textbooks of marketing, you have to understand the crisis as a great opportunity . In this blog we have already seen some examples

The crisis caused great changes in consumer at their priorities in their ways. But also leads in the companies called “paralysis Stage” . This “paralysis” refers to the precaution with the active marketing managers of most companies to this new situation changes: “Just in case, I’m going to cut everything (investment intentions), and next year we’ll see. “

However, forecasts are optimistic for the Internet sector. Along with the television theme, Internet is the only way in which he is expected to increase advertising investment, around 20%.

In a context of economic crisis, the Internet will be safe for consumers.

• A lesser economic capacity represents the tendency to spend less
• Consumers spend more time at home and on the Internet
• Before making any purchase, the consumer will compare and consult more on the Internet

Companies that have In response to this new consumer behavior :

• It changes the model of purchasing
• The consumer gets more demanding and selfish, and compares more products and services before buying it, and will not forgive failures
• A good product / service will mean success
• If our product / service is not good, I will discuss in the forums and websites of comparative, and we will be further harmed

Companies should invest in :

• Align bid to this new environment
• Know and analyze changes on consumers, constantly
• Restructure the marketing mix
• Background and redesign the distribution channel

In times of crisis, it is even more important optimize the most of our advertising investment . In this sense, the Internet is a great opportunity as a means:

• It is measurable. This is the medium that gives us more facilities to analyze the ROI
• Large capacity of segmentation. It allows us to address with some accuracy to our target audience
• Full Control of the budget, practically in real time
• Flexibility

TIPS for times of crisis:

1. Give special attention to our value for money. The consumer will visit 8-10 pages to compare different products, services and prices before deciding. It is important that we have a balanced supply.
2. Make changes in product mix .
3. Perform selective communication. The world is fragmented: TV channels and radio theme, vertical portals …
4. Maintaining a balance between short, medium and long term. Having in mind all the time and not think solely in the now, to not lose the north.
5. The users / consumers come first, the most important thing. Now more than ever.
6. Do not forget the brand. It is our personality, and now more than ever, the consumer perceives these added values that are not on our competitors.
7. Innovation and creativity. It is important not to stagnate in “this is what works.” Who innovate and risk has many chances of success. Of these last two points has also been mentioned in this blog

And with this, it has closed the opening Keynote Forum OME, among the applause of a packed auditorium of the World Trade Center in Barcelona.

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