Like every marketing blog, article or podcast you’ve read or listened to lately, its time to reflect upon 2007. I have no awards to give out or predictions to make, but merely wanted to discuss the brilliant marketing of perhaps my favourite food chain; Nando’s.

There’s so much going for these guys its hard to know where to start but what stands out most is their advertising. Whether its their commercials, print media or campaigns; they’re all brilliant. Their website has just a few examples used in Australia.

Their Nando’s Fix Gum campaign was genius. Great word of mouth qualities and even more so when they gave away free gum at their stores. Check out the spot here

 

 

According to The Australian, this was the most complained about advert of 2007.

A similar campaign was run last year with Nando’s Fix Patches. Whether its in the newspaper or on display in their restaurants, their print ads are also always witty or funny, most importantly highly talkaboutable. Recently FHM ran a free poster giveaway through Nando’s which I wrote in for. I received a letter in the mail saying “We know its not as good as the chick on page 29, but we thought you may like a meal on us!” with a free meal voucher attached. The note was hand written.

I’m looking forward to Nando’s’ marketing campaigns throughout 2008.

Also, if you’re interested in other trends and news from 2007, Julian Cole linked me to Most Contagious 2007. Its also worth checking out the 2006 edition.

Whether you agree with Seth Godin‘s views or not, there is no doubt about the fact that he can write. This probably explains his rank as the best marketing blog on the net.

I’ve being following it for a few months now, and recently purchased his book Free Prize Inside. I feel very out of league commenting, but I have on order Purple Cow and Meatball Sundae.

If there’s one thing you can learn from him, its the way he writes. Any new blogger, marketing or not, should follow his work just to gain as basic understanding of the best practice when it comes to blogging. Whether this is to keep it simple, short and to the point or the importance of regular but relevant content.

It’s certainly going to change the way I blog.

As I finish my first year of a marketing degree, I come to realise I’m working towards a career where I’ll be hated. Marketers are in the same league as used car dealers, lawyers and police officers when it comes to their public image.

Dr Con Starvos in this month’s Marketing (December, 2007) summed it up perfectly when he said “The childhood obesity crisis is still being blamed on marketers, who are also taking the heat for making children anorexic and image conscious”.

Why can’t we marketers market our profession a little more successfully?

Mitch Joel just posted about an interesting mini series titled The Story Of Stuff With Annie Leonard.

It raises some really good points regarding the consumption of products particularly the way in which we produce and dispose of these. But I could not overlook the rather negative view taken on us marketers.

“What’s the point of an ad except to make us unhappy with what we have?” says Annie Leonard, portraying a rather naive and simplistic look at the most basic form of advertising. Some what conicidently, I just purchased Clive Hamilton‘s book Affluenza which I’ll be sure to discuss upon reading.

According to Frederique Hull, Marketing Director of Reckitt Benckiser, over 90% of the Australian population recognise Louie the fly. Not surprisingly, when asked to name a product “that kills insects”, 88% of respondents answered Mortein.

Louie celebrates his 50th birthday this year, an incredible achievement of branding but what’s more is the clear link between the character, the jingle and the brand. This kind of long term positioning would not be seen today, even with successful results like this.

Can you think of any other long term campaigns this successful?

I read an article in Marketing (November, 2007) that brought to my attention a real innovation.

According to Luke Berry, managing director of Innovative Solutions Oceania Group, the 18 to 30 year old market tends to be resistant to most advertising. A perfect way to target this segment is with the Wizmark Talking Urinal Cake.

Basically, these small devices are installed in male urinals and when activated a recorded message starts. Usually placed in bars, there are many benefits to this innovation…

+ You have roughly 45 seconds of undivided attention where there is usually no other advertising and no chance to change the channel.
+ It is likely the consumer will return two, three or more times in a night.
+ As someone who falls right into the target market, its definitely something I’d spread through word of mouth with clear viral qualities.
+ Research indicates that if placed in a bar, you would have a reach to 59% of people aged 18 to 39.

Tooheys recently launched a campaign with the recorded message saying…

“Thank you for your excellent DNA sample. Please submit another sample after your next Tooheys Extra Dry Platinum. See you soon.”

Ambient marketing brilliance?

GeniusRocket has a brilliant yet simple concept…

1. Create a GeniusRocket Account
2. Choose a Current Assignment
3. Choose to Work Alone or Collaborate
4. Complete Your Project
5. Submit Your Project and Spread the Word
6. Earn Money, Network with Creatives, and Get Recognition

Its a really great opportunity for future advertisers and creatives to get a step in the door and earn some money at the same time. What I love most about the concept, is that its involving the consumers in their own advertising, really playing on Web 2.0 trends and consumer generated content.

Here is a look at one of my favourites and a recent winner…



So its been more than two months since Cadbury Schweppes revealed their ManCans shampaign.

As a consumer who would fall right into their target market, I am yet to see an actual mancan, or rather a 440ml can of Solo.

The build up and the word of mouth was so successful. In fact, the campaign was so influential it added a word to my vernacular, which I still regularly use. I’ve received my free stubbie holder and was a member of the webpage… but I still have not purchased. Not because I don’t want to but rather because I have not had the opportunity.

I’d love to see some figures on Solo can sales.

What is the point of a campaign if you can’t sell in the end?

Yesterday marked the mid of Movember.

For those not familiar with this, over the past few years a growing trend has been to sprout a moustache during the month of November. Up until today, I had thought it was somewhat of a parody, much like International Talk Like A Pirate Day (September 19th) and had not realised it was actually linked to the charitable cause of men’s health.

This connection is rather disappointing. Other charity days such as Red Nose Day (June 29th) or Pink Ribbon Day (October 22nd) have been able to claim just one day, not an entire month. There is so much potential here yet it is lacking due to a poor link between the event and the cause.

Don’t get me wrong, last year alone they raised over $7,500,000 but I can’t think how much bigger it could be, even through simple traditional means of advertising.

It is like running a shampaign and not revealing the brand behind it.

Yet another piece of brilliance with a viral campaign, this time from Guinness.

Have a look at this commerical

 

 

Here’s a small list of some of the most memorable viral campaigns we’ve had in the past…

+ Victoria Bitter’s Stubby Symphony Orchestra
+ Pure Blonde’s Pure Gold
+ Carlton Draught’s Big Ad
+ Heineken’s Unchanged Since 1873
+ Victoria Bitter’s The Tash
+ Carlton Draught’s Flashbeer
+ Tooheys’ Bottle Opener
+ Hahn’s Love The Taste

And let’s not forget the mountain of great campaigns for Bud Light and other international beers.

Why is it that the beer market is leading in viral marketing? Perhaps sampling your product during the brainstorming stage is the key to success.