Tag Archives: Diary

Best of ‘A Marketers Diary’ (October 2011)

Each day we are bombarded by thousands of advertising messages. However, how many of them do we actually consume? We decided to collect just one example of an ad every day and explain why this communication caught our attention. And each month we showcase our favourite pieces; most engaging communication, most compelling idea and best media placement.

Here are October’s offerings for your consideration.

MOST COMPELLING IDEA

Tuesday 11th October 2011 – Canada press ad

I liked this press ad because it’s trying to be an online ad in print. A potentially smart approach given the likely affluent older demographic audience. All the digital trimmings are in place on the ad and it made me think immediately to check them out online through my social media connections rather than their website. It came across as a brand that knows its digital and how to use it.

MOST ENGAGING COMMUNICATION

14th October 2011 – Green & Blacks double page press ad

I’ve pieced this together because it spread across two sides of the Evening Standard. Friday night, heading home straight after work and as a father of two Friday night means home, cosy on the sofa with popcorn viewing and TV treats. To be reminded of the G&B range like this was brilliant – I used it like a menu. To get comms to work like this, beyond an ad, is rare and memorable. It hits the spot.

BEST MEDIA PLACEMENT

Monday 31st October 2011 – Royal British Legion bikes

Is this great or graffiti? Do Barclays know their bikes have been hijacked by the RBL, of course they do. And by using a space not normally advertised on they’ve created brand comms arguably as memorable as a press ad or poster (of course integrated with them and it’s more powerful). The marketer in me says well done RBL for taking over an untapped space. But to be honest it has got me thinking more about whether this is smart from Barclays’ perspective or will it lead to Barclays Bike scheme now being targeted by guerrilla advertising too by second string advertisers copying the initiative without Barclays’ say so? As I was taking this pic a second bike pulled up and the chap said to me, ‘good isn’t it. I don’t need to buy a poppy with one of these on the bike’. I read that Barclays are contributing £1 for every ride this week. Even so I hope that rider’s view is not a popular one. Nice work Barclays and RBL.

Posted by Christopher Brooks, Director Lexden.

Lexden is a marketing strategy agency which creates unordinary propositions which motivate customers and deliver commercial advantage for brands. To discuss how our approach can help you with your burning platforms, contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on T: +44 (0)20 7490 9123, M: +44 (0)7968 316548. And you can follow us on Twitter @consultingchris.

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What would your media footprint look like?

I decided back in May to start a diary. Not one that recorded my innermost thoughts or my hopes and fears. But something a lot more visual than that. The diary is a recording of the marketing communications that had the most impact on me that day. And because of what I do, I travel a fair amount and so have been able to capture a really wide selection of images.

I am using the images to create a broader study of what messages, brands and media appeal. And then, by correlating that impact on my behaviour and attitude towards them, try to understand why they appeal. It’s not scientific but, as someone who is responsible for helping clients develop marketing strategies and build brands and value propositions, being ‘alaways on’ comes with territory. However, I have now been approached to publish the diary when it’s complete and consider how to develop it in to a robust tracking study, so that’s cool.

It’s been running just for nearly six months so I thought I’d take a look at which images have been attracting attention. The overall stats say views increase daily as you’d hope. But when I looked at the individual image stats, it shows that one image has had a whopping 1,486 views!! This is the NatWest ad below.

Why? Who’s looking, or rather, stalking this ad?

There are other NatWest ads, as well as RBS comms which have caught my attention, but the level of interest in this one surprised me. As part of the year diary review I hope to be able to figure out what’s happening here.

In addition to this I have had some other big hitters. Here are the top 5 so far: Lucozade @ 201, Barclays Bank bike scheme @ 67, Halifax @ 50, TalkTalk @ 39 and Red Bull @ 38.

I’ve also had an ad where I managed to crop out the logo of the brand. Ronel Schoeman from www.mawdatasolutions.co.uk applied some cool image searching software to track down the missing brand which turned out to be Marc Jacobs. Thanks Ronni.

It’s probably too soon to be choosing favourites, or pointing out which media reaches me effectively, but there are trends emerging. I seem to be a fan of the unordinary: opera singers at Liverpool Street station for Macmillan Nurses, Renova the coloured toilet roll company using toilet doors to promote their range in Lisbon and Dior’s use of multi screen at Edinburgh airport.

Nearly 6 months later I can still recall these ads with ease and vivid colour. And as I look at the collection, I can also remember how I felt at the time-powerful stuff when it comes to comms. After all, that’s what it’s about.

Please do take a look at the full diary http://www.flickr.com/photos/66864671@N00/sets/72157626556021873/.

I would appreciate any comments. And if your brand is here, let me know whether you think I’ve consumed what was expected of me, or if you feel I’ve given it a rough time.

I’ll leave you with my top 3 memories from the first half of the diary.

Lexden is a marketing strategy agency which creates unordinary propositions to motivate customers and deliver commercial advantage for brands. For more information on how we can help you contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on  T: +44 (0)20 7490 9123. And you can follow us on Twitter @consultingchris.