Book Review

For a time I saw, the requirement in developing an advertising today was pretty much about numbers and rationality, at least with which you wont lose your job. Smart insight with distinctive creative is what so-called luxury bonus - its the luck if you got it this time. Hence, i have no idea if the belief on 'creating big magic' was still alive in me or not. Heartfully, it's not inspiring.

However, the book from Jon Steel is a belief saver...it makes me recharged of passion on the first read suprisingly, I suppose..is it 'the belief' was brought back? :))) Yes and no. Actually what was brought by Jon Steel could be a lot more than a belief. Its about the entire picture of how consumers should present the 'essence' in advertising development. It's neither about a linear process nor the methodology itself. It's really the master of mindset to embrace consumers truthfully and honestly. But dont mistake that the book is a pure 'consumer world' portrait which is probably too literal or too emotional...on the contray, all the scenes given were absolutely in business and very result-driven. If 'using mind power' is what you enjoyed in marketing, i believe you will have a lot fun with this book.

During the reading journey, I especially started to enjoy from chapter 3, where it started to discuss a much border sense than 'planning' itself. It gives the visceral examples of abusing marketing researches, the forgotten common sense to interpret consumers beyond hard numbers, the solutions to reveal the depth, the tactics of translating idea into creative languages and the mystery in creative judgement. Besides, it gives a brilliant case that depicts strategic thoughts applied in each stage above – I was fully attached by his witty, talented writing.

Clearly, the genesis of advertising is not followed by any particular steps, it's a combined wisdom and i m taking few author's lines as a summary of that 'genesis' - "the best advertising solutions tend to demonstrate the application of common sense and creativity to research, the combination of rational analysis and lateral interpretation, the ascendancy of subjectivity over objectivity and simplicity over complexity, the positive energy that is created by combining several different perspectives, and the celebration of change, uncertainty, and risk as powerful, constructive forces."

At last, If you shared this hope with Howard Gossage"I like to imagine a better world where there will be less, and more stimulating, advertising. I suppose all of us would like to see this one come to pass" - then we might need to take a review on our work rignt now

A balanced solution or a complete blurb? - '2 in 1' dettol body lotion

The Dettol '2 in 1' Body Lotion TV commercial is everywhere with me these months, whenever there is a favored soap, a Dettol ad will follow later in interval, no exceptions. The ad is talking about Dettol body lotion combines 'moistening and bactericidal' 2 in 1 - no reason to struggle (check the below)

http://www.adtopic.net/Viewad.asp?ID=8110

Well, its good to see Dettol's ambitious product expansion, at least not a bactericidal expert on hand anymore. however, intuition tells me something wrong there - Is the 'perfect 2 in 1' a real balance or a complete blurb?

Good brands never try to be something they are not. For Dettol, a brand that strongly associated with 'bactericidal and strong cleaning effect'. 'Moistening' is something they are not or at least not perceived as by common sense. Its like super tasty chocolate talks about weight control, you believe it? Mabye the brand will argue: 'bactericidal' does not necessarily means 'dry & chemical', yeah, maybe…but who cares? You have to take the perception as a fact unless you can change it. So, is it smarter to change people's mind which has accumulated by years…or just simply adjust your position or avoid talking about it?

Besides, look at the competitive landscape - traditional skincare brands in body lotion mostly compete in skin moistening & creaming, for example Dove, Lux, Olay …while a few others on whitening and even fewer on bactericidal: Safeguard no doubt is the leader. So, opportunity lies in each but not in between. Challenging one single dominator is easier than surviving among a whole set of giants, that's my view. It's better to find differentiation with Safeguard rather than twist yourself in 'skin moistening'. Although Safeguard might get similar product functionality, but its more family, kiddish and product centered on long lasting ANTI-bactericidal protection. Hence a plenty of alternatives left for Dettol: more adults-like, more focus on 'Effectively killing germs' or 'powerful bactericidal in a soft way', which could just suit to its natural botanic variant.

I was once a regular user of Safeguard lotion till college, but now safeguard is too much kiddish that push me switching to Lux Soap Bar - initially just becoz i believed soap bar got stronger cleaning effect than lotion, and Lux the brand i felt attached emotionally. See, substitution in 'bactericidal' products with appealing imagery was hardly found and why not Dettol to be there as a choice?

A bit more on executions

Anti-age skincare market has been prosperous nowadays. A dozens of big brands loudly launched their anti-age product range. For example, Lancôme Absolute Premium, Estee Lauder Perfectionist and Shiseido Bio-performance while Olay New Regenerist and PONDS Age Miracle in VFM.

Under the tough competition, there are only two brands whose recent communication deserves a eyes on– Lancôme Absolute and Olay Regenerist. Actually neither of them have big ideas , but stand out with smarter executions …

Lancome 'ABSOLUTE premium' – Hi-tech, Golden luxury
1. Memorable Technology. When consumers are tired of hearing '7 day promise' over and over again, Lancome tried to convince them with a stronge RTB - a beautiful named technology- 金纯卓颜. The name could outline the technology feature immediately as well as strengthen the premium quality....plus, an iconic tech. Temo Tool sits on shelf telling about the product story vividly.
Its true that brands talk abt technology everyday...but smart creative brings it to live, convincing your consumers mabye just 5% more.

2. 'Golden experience'. Overseeing its golden bottle, golden visual, golden brand name, and even their print-ad using some special 'golden glittering materials', you are fully impressed of the luxury imagery. Disregarding liking it or not, you simply can't ignore it.

Olay Regenerist – 'Reborn' package, Super Cream
If there is one thing I have feel most impressive from P&G marketing, it's the clear concept as well as efficient innovation, no suprise this time too. The recent launched Olay Regenerist (Red Package) has hit the point again.

1. Average concept, shining package: Its P&G, even an average concept, they made it beautifully launched with tasty innovation and beautiful communications. Needless to say, just check out the bottle. And dont forget to compare with PONDS Age Miracle, you will find out the clear gap on the package design as well as communication quality

2. Super VFM – its good to say than hide. Its interesting to see this brand is not pretending to be 'premium' as every anti-age brand nowadays try to be, they post the product price on the visual and boosted a loud claim around it –"who said beauty only bought by money, lets have superior value under better price". And we love it :)

When aesthetic pays a return?

Nobody dislike beauty, however what I felt interesting is how and when to active 'beauty' this benefit as leading advantage in you product development investment basket, coz the return seems varied.

Sony recent Bravia LED campaign could be the first example deserved to talk about, which takes 'aesthetic-leading benefit' in a smart way. If you only look at the headline - 'color like no others', I would feel they are taking risk of making aesthetic as leading benefit in a category still valued on technology equity, however the creative execution takes a big role that brought out the leading benefit so vividly and impressively, besides, a smart approach of delivering 'better color contrast' functionality same time. Although now I still couldn't see colour is a key factor in LED purchasing, the potential is there to be created. Then, gradually the category's benefit landscape would be enlarged, that's how creativity pays a big role in a new benefit's return.

However in some other developed technology items such as cell-phone, aesthetic has already been included as hygiene… You can still claim on the colour or design mix as the driven benefit as many do. But make sure it's cutting edge and shocking cool, otherwise hard to be sufficient to stand out from thousands of products offering 'total value package', recent Samsung SGH-J608 print ad missed the point by single-way claiming color as the driving benefit. Certainly the product is 'cool ocean blue' - beautiful and different, however the total offer is relatively weak by having this single benefit driven, besides the execution is normal, at this case I would doubt the return of the resources behind such benefit 'investment' ( or is it the reason they price the item less than 2K..comparably low within Samsung’s portfolio )

We take bus, but not brainless

(Photo taken on Hou Hai bus stop)
Long holiday officially kicked off yesterday and surprise receiving piece by piece – smart idea or stupid ad, I shared one Good idea in last post…Now can't help bringing an awful one - as a really shameful marketing job done from a world-famous FMCG...

The ad is about claming Kraft Pacific biscuit has a strong 'cracking' mouth-feeling (in Chinese: Cui); main-visual is purely 'broken biscuit pieces' and unbelievable mindless headline: Do you want to get on the crowd bus? Be 'quick' ! (in Chinese: Gan Cui).

I have found the ad on as many bus stop billboards as I have probably seen. It makes its biscuit looks like broken hard paper and the headline is…not funny, not intelligent and worse, IRRELEVANT

First I seriously doubt whether they got a good benefit to talk about. Even the target is the mass who only eating biscuit to kill the time but still 'cracking mouth-feeling' is not strong functional attractive as 'tasty, nutritious or organic'…Second, suppose their insight is OK but please get a relevant execution, now even sitting here I have baskets of idea of making the 'cracking mouth-feeling' as 'taste linkable' and eye-inviting. Last but not least, its unbearable execution quality. The ugly local-style execution is completely disaster...

OK, dont blame my over-critical here, its absolutely irresponsible marketing, we will see the brand drawn back through value ladder till disapeared someday...if no change for the current standard!

Active your digital intelligence !

First of all, let me share a case regarding digital marketing – Uniqlo
Check it out: http://since1984.cn/blog/?p=1303

Uniqlo is a clothes brand in Japan: mid-price, mainstream for young

This year it developed a themed campaign - Dancing On Clock (or not good translation) and sponsored fashion young kids to submit their dancing vedio to Youtube (of course dressed in their outfits) , sametime created a 'dancing' flash clock for billions of bloggers – freely get a code by visiting its site and immediately have the 'flash clock' dancing on your own page, the flash clock is all lovely to watch, now has been adopted by nearly tens of thousands of bloggers...

Some of my friends have already installed it and strongly recommended me...after all its not bad to have some lovely girls dancing around your screen during the ultra long drowsy meeting :)

More thought on digital marketing:

How smart marketing it is, comparing the annoying website banner ad, restless junk email, rubbish sms or effortless online instore....thousands of form to claim YOU are not left behind by the digital century, however the Uniqlo somehow validated one point that without the intelligence of marketing, technology is nothing more than a meaningless form.

We have heard too much hot thesis over Web2.0. But lets take a close look at whats happening: ( refer to the figures indicated below)
- Unclear marketing objectives of seizing web2.0 opportunities
- Embarresed situation of measuring your digital investment basket
- Confused views on the worthwhile approach among tons of digital foams
- AND, in general, ALWAYS the challenge to make new things happen (even you got a brilliant idea)!!!

So I firmly believe that the solution still lies in the basic: how we vitalize the technology approach to enabe consumer need and make it mega. And the Uniqlo is making a good example for us, simple but buzzy theme, worthwhile investment plus on-line/off-line intergrated approach...thats the way of marketing, in whatever web X.0 world :)

Congrats to my friend:1gift.com launch!

My friend finally has his idea launched!
A business targeting 'gift-solution platform' …
Here is the website: http://www.1gift.com.cn/

I have been kind of involved from day one and all the way keep a positive view
1. The business model is simple flexible, offer a platform of gifting solution by price level. You could easy select your demanded price on-line, then options will be sent to the person/group you think to gift (with price kept underground)

2. Its easy.The whole process from ordering to delivery will be professionally served, including wrap-up package options…significantly save your time

3. Unlike amazon or Ebay, it mainly focuses on B2B, targeting group business client, I personally feel the potential a lot since 'guanxi gifting' will always remain big need in any Chinese business occasion.

4. Currently 1gift is playing as the first fish in this arena. (at least in local market). Good margin as well.

Who expect the superman can offer a job?

After a time being continually bothered by the ChinaHR ad on my daily subway trip…I m being pushed the button to say something here: the advertising visual is merely a Superman flying toward you with a message out taken: ChinaHR.com can make you as superman that wining jobs

Lets not talk about the ad first, its more than an ad to think in this business.

1. Positioning. Unfortunatly, almost whole catogory players have poorly positioned with no competitive leading edge…Big names such as Chinahr.com, 51job.com or zhilianzhaopin.com are not perceived any different agent by users. ( i was a heavey end user of such website in my whole 4 univeristy years, but nothing left me on their unique character ) However, The diversified consumer needs do exist by age, career stage, career objective. ( for example a white collar lady or junior experienced professional would have very different need for the platform function and individual service than a 2nd year colleagee ) ...so what to wait for? at the end of day, more competitiors will come to take a share thus force the business re-positioning...

2. Relevant Communication. have these companies researched what's the fundamental need for a consumer using such website agent in china, for enabling them have a better profile or more easily to be selected? I bet not. its for INFORMATION: more up-to-date, speedy & effetive information ! its the most meaningful benefit relevant to consumers' need, and whats the bad to talk about it? After all, No one expects the agency can be a Superman to give them a job, how kiddish it is.

Recommendations for its business: Get right focus and develop quality on it. Take the 'interview skill guide' or other things just add-value benefit, not the core, shouldnt be.

Recommendation for Its communication: Well classified information, very easy to find, All information quality enough to proceed

Opening

Hello everybody, my name is Jenny and I am a marketer.

Time flies, It has been one year since when I started to be a marketer, a real marketer hopefully, gradually gaining intelligence from my experience, my reading as well as wise people around me… It is a truly fantastic job, I strived, I own it and now I m ready to build up something on it, hopefully something strong.
This blog is especially build up for fulfilling myself a wish to express, practise and learn.

Enjoy!