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 Squash This Ad Marketing News, Small Business, Print Advertising, Advertising, Sports Marketing May 8th, 2007 While researching various channels and verticals for our sandboxsports.com theme, we’ve come across a number of creative adverts that are…. well let’s just say puzzling. It’s not too difficult to discover ads where there is an obvious disconnect between the creative imagery, cheeky copy and what it is that most advertisers’ hope to achieve with their marketing budget.This is fine for the ad agencies and creative professionals who get paid to “create” but not so good for the paying customer who receives a disappointing consumer response in exchange for their valuable - and limited - advertising dollars. It’s also fine for Coke, Nike, Budweiser and so on because the big dollar outlay on repetitive advertising is almost exclusively geared to brand promotion and almost never an immediate call to action. For small business it’s a mistake to follow this type of strategy. Some marketing experts suggest that as consumers, we are presented with over three thousand advertising messages in a typical day. Billboards, T.V. commercials, radio commercials, email marketing, banner ads, pop-ups, pop-unders, direct response mail at home and at work (aka junk mail), telemarketing, fax broadcasts - you get the idea. To break through and capture the attention of your target audience, your advertising message needs to interrupt and then it must engage the attention of your qualified prospects so that they’ll continue to search for more information.No doubt you’re probably familiar with the adage that sex sells - right? It’s not true. Sex interrupts. If a sexy image captures your attention in an advertisement, then it has interrupted you, but it has not necessarily engaged you - encouraging you to learn more - leading you to a purchasing decision or some other immediate action such as opting in to a promotion with their name and email address.This print ad for a sporting event is a pretty good example of a misguided advert. The image of the sexy female squash player does a decent enough job of interrupting. But then it fails to push the hot buttons of almost any potential spectator with the exception of the demographic that is male, twenty something, hormonally motivated and probably indifferent to the game of squash.Think about it, if you are a heterosexual female, a homosexual male, a family, a legitimate squash fan, an elderly person, just about anyone else - are you really interested in going to a sporting event that is going to be packed with obnoxious, Neanderthal, male patrons? This advert would work better if it were promoting a brand of beer.If female squash players are really that hot, how about an action shot that captures the essence of the game and presents an image of athleticism, skill, competitiveness and drama. If the athlete happens to be a babe (think Anna Kournikova, Chris Evert) and if she were attired in revealing athletic sportswear (think Anna Kournikova, Chris Evert), then the ad would still work for the Neanderthal but it would also appeal to a much broader market demographic. A whole market segment that just might be engaged enough to want to learn more - maybe even buy a ticket. No Comments Hiking Along the Marketing Trail Marketing News, Website Development, Small Business, Market Research, Sports Marketing May 1st, 2007 WHEW – building an on online affiliate store is a lot of work – that is if you go about it the right way. The key is research followed by more research and so on but at some point, the rubber needs to hit the road - or in our case - the boots need to hit the trail.In the building of Sandboxspots.com, we’ve been doing our due diligence on keyword research and studying the terms and phrases that people are actuallysearching for concerning sporting goods and sports apparel.  We’ve been using some pretty sophisticated keyword research tools that are beyond the scope of this post to expound on. In future posts we’ll be discussing what some of these metrics are that are driving our strategy.The important note here is that we’re going where the market is vs. creating a business model and then trying to bring the market to us. We don’t have that type of advertising budget! Once the site is set up, we’ll collect opt-in data that we’ll eventually use to further satiate the appetite of our hungry, athletic customers. This is where our real marketing muscle will come into play.For now, we’ve established a few themes that will be set up as directories on the new site and then further subdivided into appropriate categories. For example, one of our themes will be related to the hiking niche. According to the Keyword Selector Tool at Overture, “hiking” specifically, is a keyword term that was searched for 21715 times last month alone. The rule of thumb is to triple that number of queries to account for the exact same keyword searches conducted on other search engines including Google and MSN.We’re actually using software that gives us far more accurate data than this simple rule of thumb approach but nonetheless, the Overture approach provides us with a quick snap shot of a given niche and whether the niche warrants further investigative research.We’re continuing to build out the themes that we’ll be getting started with at sandboxsports.com but we’ve already started the creation of content for sports that will be featured for certain. These will include hiking, golf, scuba diving, skiing, fishing as well as certain fitness themes such as yoga and massage.We are also setting up our affiliate/merchant agreements with world class distributors through Commission Junction (and direct) and we will of course match our content to products that include powerhouse brand names such as Adidas, Oakley and North Face to name a few.So these are some of the broad strokes of what we’ve been up to and the marketing trail we’re following. There are lots and lots of details to sort through and the possibilities are amazing. Stick with us, and we’ll keep you posted on the evolution of our little affiliate store that could.The affiliate store system that we’ve posted about before is making the execution of these logistics manageable and achievable. There may still be some systems available so it’s worth opting in and vetting their sales letter if you haven’t already.Happy marketing!  No Comments When is the Best Time? Marketing News, Business Marketing, Business Tips, Small Business, Awareness April 20th, 2007 “We must use time wisely and forever realize that the time isalways ripe to do right.”Nelson Mandela No Comments Brand You Wags The Longtail Marketing News, Business Marketing, Small Business, Awareness, Branding April 17th, 2007 If what you know to be true today turns out not to be true tomorrow, when would you want to know about it?For the world of big brands, this means that many strategies used in marketing and advertising that were effective in the past, are just not as valid anymore.For the individual and the world of small business, this also means that many traditional business models that worked well in the past, are not the best means for capitalizing on new business opportunity today.Chris Anderson’s “The Long Tail†is about abundance marketing and becoming a screaming business success in impossible places. There is a revolution afoot and “Brand You†can be a player – on your own terms – based on your own vision. The faster you can harness the dynamic of exiting commerce and the emerging new world order - the faster you can get on track with your own business – and lifestyle – agenda. We’ll say it again, speed is the currency of business and success loves speed.The “My Affiliate Store” business system has just opened it’s doors for sale today. They will only sell 1000 systems and 200 were sold pre launch. The system is being heavily marketed by some of the internets’ top affiliate marketers who have massive email lists. It may already be sold out!We bought a system pre-launch.  Our new store is called; www.sandboxsports.comWe’ll be open for business in a month and we’ll let you watch how it progresses from here. We’ll reveal what we’re doing in terms of marketing, SEO, market research, content and copy etc.Check it out! Could this be for you – or your business?Coach speak: “suit up – your starting!†Well, you can at least get in the game! No Comments How’s This For An Irresistible Offer? Marketing News, Business Communication, Business Marketing, Online Marketing, Small Business April 17th, 2007 Shopping online is big business and getting bigger and bigger by the internet nanosecond. Can you say Amazon or eBay?Marketing experts agree that the majority of all consumer and B2B shopping will be transacted via the web within the next decade – or sooner. The breadth and depth of available - and potential - products and services is boundless. Online order fulfillment continues to get faster, safer and more convenient. The long tail phenomenon exists because of the web. If you’ve dreamt of success as an online affiliate marketer you must check out this opportunity. Time is of the essence! No kidding – it’s a very limited offer! We could say more but the information sales letter will answer your questions. This is what you should expect;1. Click the text link which will take you to an affiliate landing page.2. Opt in with your name and email address.3. This will take you to the sales page.4. Spend some time; check out the videos and beta sites that are featured.5. Get informed and make a decision that’s right for you.This is the consummate, irresistible offer with a no risk guarantee. Going through the process is worth the effort just so you can evaluate and learn from an extremely well executed marketing strategy. You are also learning about an empowering new business model. Speed is the currency of business and success loves speed. To you, good luck – the gravy train is at the station - but there isn’t room for everyone! No Comments Crash the Super Bowl and Web 2.0 Marketing News, Business Marketing, Television Ads, Advertising, Branding April 4th, 2007 The marketing buzz phrase du jour is “web 2.0″. What web 2.0 is exactly is open to some interpretation but for certain, it’s a concept that describes the use of multimedia video and audio on the web. Harmonizing your website with next generation web-sites such as wikipedia, MySpace, YouTube, Digg, Jumpcut, blogging and so on, makes for a richer, more interactive experience for your sites’ visitors.For advertisers, it has become a means of generating more traffic and more publicity. This means more sales opportunity and increased brand identity. As a good example, it’s worth revisiting the recent, viral advertising initiative brought to the world of web 2.0 by Frito-Lay Inc. During October/10 and December/04 of 2006, Frito-Lay sponsored an online competition for its’ Doritos brand of tortilla chips. The competition was billed as the Doritos “Crash the Super Bowl Contestâ€. Entrants were invited to create their own Doritos video commercial and submit it to a website to be judged. There were over 1000 Doritos commercials submitted. This is from the contest site’s “How It Works†information:Five Finalists will be chosen by our judges based on the following criteria: Originality and Creativity - 40%, Adherence to Assignment and Regulations - 30%, Overall Appeal - 30%. America will choose the grand prize winner.Prizes: Five (5) Finalist prizes: $10,000 US each and a trip to Miami for a private Super Bowl XLI viewing party. The Grand Prize winner’s submission will be aired during the Super Bowl XLI broadcast.From concept to execution, the Doritos campaign ties in with our recent posts concerning “The Long Tail†and “What’s The Big Ideaâ€. It’s a terrific example where the world of big brand advertising partners with the little guy empowered through the mechanisms of web 2.0. The following video is the creation of Five Point Productions - the winning entrant. Their video is titled: “Live the Flavour†and it aired during the Super Bowl XLI television broadcast. How would that look on your resume? This was Five Point Productions take on winning the contest:Obviously, this is a true Cinderella story for us… WE CAN’T THANK YOU ENOUGH FOR YOUR SUPPORT!We’re hoping to break Super Bowl Ad records in the following ways:-Smallest Budget (Total = $12.79)-Smallest Crew (Cast/Crew = 5 people)-Shortest Production Time (4 days… including concept development)-Youngest Crew (age 22 and younger)No pun intended but here’s some more (snack) food for thought; Go ahead and watch all five finalist productions. To experience more of this campaigns’ creative interactivity go to |
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