Technology is opening up opportunities all around us, all the time.
it is possible to see these changes as doors closing (ask the music and print industries), but do not be fooled: doors are only opening.
Could an American been convinced in 1995 that Blockbuster would be challenged as the movie rental king, falling from the top of it’s market, to hardly relevant, to bankruptcy in the next 10-13 years?
It is amazing to think that not too long ago Netflix was it. Netflix was the top of the movie rental pyramid very recently – renting movies had been revolutionized, thanks to technology, Marc Randolph and Reed Hastings.
Mobile computing devices quickly made the web technology that made Netflix less relevant, and out of nowhere came Redbox.
It is difficult for most people to imagine what will come along next to dethrone Netflix and Redbox. It might be 15 years, or it might be 15 minutes.
The key is to understand new technologies and where they are going. Otherwise new ideas become another person’s catapult and all of the marketing dollars in your war chest cannot keep you from joining Blockbuster on the island of forgotten toys.
Posted by Jeff Osborn on May 13, 2013
I like Southwest. As a company, they innovate, make their own map, and stand up for the little guy. They are one of the few bright spots in a terrible US Airline market.
This commercial though? Disappointing.
Posted by Jeff Osborn on October 1, 2012
Whether or not you are a fan of the iPhone 5, Apple, or Apple products in general, you have to give it to this commercial for being clever, leveraging the GSIII’s strengths, and being honest.
How often can one say that about a commercial that appears to be putting down its competitor? The honesty of this ad is what impresses me most.
The iPhone 5 is not a bad phone. It just does not display the same innovation Apple used to be known for. Apple garnered most of their cult following by not even bothering with thinking outside of the box, but instead wondering away from the box and drawing their own.
The iPhone line, and the company in general, is now so entrenched in the box that they would rather sue their competition than out innovate them. That is not the Apple I know.
The punchline at the end of this ad is when the people the GSIII user is saving a spot for in line finally arrive, they turn out to be his parents. To be honest, most middle-aged to 50 and 60 year olds that I know with smart phone have iPhones. This punchline is more than a jab. It is a very accurate summery of the product line and company.
The GSIII does more useful, attractive things than the iPhone 5 does. Apples most recent phone might be the lightest smart phone ever, with a large screen than other iPhones. but it is still so far behind the GSIII that Apple has only one company to blame if it falls flat: Apple
Posted by Jeff Osborn on September 28, 2012
I mentioned on Monday that I have been seeing three really great car commercials recently. The first two are Dodge Dart commercials. The third is this beauty from Chrysler.
The Test Of Ownership
The writing in this ad is strong. Really strong. This thirty second version is more powerful to me than the other versions I have seen because it is short and impactful.
Think about the word “Ownership” for a moment. Without you even knowing it, that word triggers all kinds of little emotions and reactions in your brain.
But as good as the writing is, the imagery is what really makes this ad for me.
I can’t look away. I feel like they put an amazing amount of emotion into 30 seconds. The editing, pacing, and direction are a head above 99.9 per cent of commercials on TV.
I hate bad ads as much as the next person. But I will give credit to skillful, crafted ads like this anytime they come around.
The problem? They almost never do.
Posted by Jeff Osborn on September 26, 2012
I have seen three very good car commercials recently, both from Dodge for the same car: The illustrious Dart. (I will post about the third one later this week.)
These two advertisements are awesomely irreverent, fun, goofy, and fast-paced. Best of all though, they are catchy.
How To Change Cars Forever:
I cannot stress the importance of being catchy in this day and age enough. Perhaps catchy is not the right word anymore. I have heard people use “Stickiness” and others. I have yet to find the word, but how ever you want to put it, your marketing needs to have staying power in the mind of your audience.
In music, they call them ear worms. You know, those songs that get stuck in your head for days. Those tunes that are sitting in your brain when you wake up, and when you are trying to fall asleep. For me, part of the success of these new (fabulous) Dart commercials is their brain worminess.
How To Make The Most Hi-Tech Car
They are not the funniest or most clever commercials. But they are so fast-paced, clean, and smile-inducingly familiar that I cannot help but think about them long after I have seen them. The music is perfectly matched to the vibe of the ads. The first commercial, How To Change Cars Forever, is crafty, artful, brash, and more clever every time you watch it.
I cannot say whether or not the Dodge Dart will change cars forever, but their ads just may change car ads in the near future.
Posted by Jeff Osborn on September 24, 2012
Ok, I’m back. I know I only had a few readers to begin with but I was away longer than I originally posted. I thought I’d get back into the swing of things around the beginning of August at the latest. Here it is, the end of September and I have posted once since June. That is all about to change.
Thank you for sticking with me!
Posted by Jeff Osborn on September 24, 2012
I am amazed that anyone reads my blog. Amazed and humbled and grateful.
Granted, my little space here is free for you to visit. My posts are short and written at a fourth-grade level (a knock on my own skill, not your reading ability), so they are a breeze to read and understand.
But with so many other options of blogs and websites to read, I find it flabbergasting and flattering that you choose to spend time on mine.
I woke up a little later than I wanted to, so I only had five minutes to post this morning and I could not think of a better way to spend those five minutes than to pause and recognize how remarkable it is that you are reading this.
I appreciate each and every one of you, my readers. Attention is one of the most valuable commodities today, and certainly it is the most valuable in Internet-land. I want you to know that I appreciate you and the time you spend, short though it may be, reading what I write on a nearly daily basis.
Posted by Jeff Osborn on June 21, 2012
All tie-ins are not created equal.
Try as the marketers behind this awkward spot may, human-killing aliens and Coors Light just do not work well together here.
Over the years marketers have successfully and seamlessly tied thousands of products in with one another. The best marketers sell you something (Coke, Budweiser, or a BMW perhaps) without you even knowing by building an emotional connection between you and the product while you think you are simply watching your favorite madcap group of tele-friends ham it up while you sit on your couch or the newest romantic comedy in the theaters.
This ad, unfortunately, is clumsy, overt, and more awkward than me in eighth grade.
Tie-ins do not work if the audience notices them. I am not the only one who knows this. I promise the folks behind this ad know it, which is what makes a fumble like this so confusing. Television ads are not cheap. Producing them is not especially inexpensive either. To me, the biggest problem with this ad is the waste and disconnection from the current situation of potential consumers.
How far could those same marketing dollars have taken either company if spent on a new, vibrant, creative social media push?
Ads like this make me question how much marketers have really learned over the past decade. This spot smacks of the lazy, money-blowing old guard. Companies cannot afford to treat their marketing like this anymore.
The American auto industry collapse provides constant examples of what not to do while your business model evaporates around you, and one of those lessons is “Do Not Waste What Money You Have on Television Ads Just For The Sake of Having Them.”
Hollywood is definite offender. The American film industry can complain about how nobody goes out to see movies anymore, but Avengers and fine films like Midnight In Paris are proof that audiences will still spend money on GOOD movies. The extra cash to toss away on crappy films has gone away, which means that it is more important than ever to put a thoughtful marketing push behind any given film. This ad is proof that at least one person hanging around the upper strata of Hollywood still does not get it.
Posted by Jeff Osborn on June 20, 2012