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How To Create A Video
Campaign Concept
Copyright 2007 by Jerry Bader
Have you ever had a good idea, maybe a
great idea, only to find that someone else already ready
did it? Frustrating. You want to be a success and who
doesn't? It's why you do what you do, why you put-up
with what you put-up with? But it all gets so
frustrating.
As much as you'd like to believe otherwise, there just
aren't any secret methods, special potions, or
motivational DVDs that are going to make you a success
in thirty days, but there are things you can do that
will help. Sure working hard helps but working smart is
even better. So how do you work smart? Well you can
start with presenting your core, marketing message to
your targeted audience in a way that engages the spirit,
informs the intellect, and embeds in the mind. And if
you want to be cutting edge, the way to do it is with
audio and video.
What A Difference A Difference Makes
Anybody who has ever tried to raise money for a project
from a bank, or contacted an ad agency for help has
heard the question, "What makes your company different?"
If you don't have a different product, different
process, or different way of doing or presenting what
you do, you are never going to raise a cent or make an
impact on the market. Yet most companies blindly
continue to follow the market leader, and wonder why
they never attain the level of success they hope to
achieve.
If you want to be a success, you have to reinvent your
company as something unique, so when the time comes to
present your redefined vision to the world, you will
actually have something to say, and something worth
listening to.
Lateral Thinking, The Creative Laxative
Once you've decided to develop a video marketing message
that focuses on what makes you different, you will want
to know where begin.
This is a creative process that can be scary to business
executives trained in left-brain linear thinking.
Learning to think creatively is hard and for most people
it goes against everything they have learned.
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Creative thinking has been called 'thinking outside the
box,' right-brain thinking, or simply thinking
differently. Author Edward De Bono calls it 'Lateral
Thinking.' De Bono argues linear thinking stifles
imagination because it suffices at the first seemingly
acceptable solution rather than looking for innovative
alternatives:
"In ordinary traditional thinking we have developed no
methods for going beyond the adequate. As soon as
something is satisfactory our thinking must stop."
- Edward De Bono
Where You Begin Is Where You End
One method of jump-starting the creative process is to
think backward: you begin at the end, because where
you're going will inform how you get there.
Create Your Memory Tag or Slogan
A well thought-out slogan or tag line focuses attention
on the critical point-of-differentiation, the thing that
establishes your brand identity. A good slogan serves as
a memory device, a positioning tool that implants itself
in your audience's mind and stays there.
No matter how many times the advertising agencies
convince the 'pooh-bahs' at Coca-Cola to change their
slogan, Coke will forever be "The Real Thing," and Pepsi
will be "The Choice of a New Generation," at least to my
generation.
These were excellent examples of how to focus on a
single element and establish a differentiating identity
between competing products that for the most part are
just about the same. Then of course you have 7-Up with
"The Uncola" slogan that was the best of the bunch, but
was unfortunately dumped for some lame reason.
Each of these soft drink slogans established market-turf
for their company, and each helped differentiate the
product while establishing identity in the audience's
mind; and no place is anything said about cost, quality,
or any of the other conventional selling points that
small companies are so fond of touting.
Develop Your Story
A well-designed video commercial takes your audience
through the three stages of storytelling: The Setup with
inciting incident, The Crisis with problem escalation,
and The Resolution with viewer satisfaction.
Your slogan or tag is the punch line that highlights
your resolution; it's what you want your audience to
remember; it's your marketing message destination; and
it's where you want to end. Now all you have to do is
work backwards to the beginning.
This method of development helps you avoid saying too
much: yes, there are many things you want to say, most
of which are valid, some of which are relevant, but few
of which are applicable to the delivery of an effective
Web video presentation. The more you say to an audience,
the less they hear. Stick to a simple story that leads
to a resolution based on your memorable punch line or
what TV screenwriters call 'the button.'
Invent Your Hook
Once you have your basic commercial storyline with a
beginning, middle, and end, you need to make sure you
have a hook: the thing that's going to pique audience
curiosity and make them stick around long enough to view
the entire presentation. The hook should center on the
'inciting incident:' the motivating situation that
propels your onscreen representative to find a solution
to the problem at hand that ultimately leads to the
resolution represented in your 'button' or punch line.
The Geico Caveman is a great example of a hook that
demands attention, and draws the audience into the
series of mini dramas that constitute this award winning
ad campaign; all based on an incredibly simple, yet
brilliant, tag: "So Easy A Caveman Could Do It." You
don't need expensive special effects or exotic
locations; all you need is an imagination and a message
that can be delivered with a memorable one line
"button."
About The Author
Jerry Bader is Senior Partner at
MRPwebmedia, a website design firm that specializes
in Web-audio and Web-video. Visit
http://www.mrpwebmedia.com/ads,
http://www.136words.com, and
http://www.sonicpersonality.com. Contact at
info@mrpwebmedia.com or telephone (905)
764-1246.
Mobile Search
Marketing - Get A Head Start On Your Competitors.
Copyright 2007 by Mark Scriven
The mobile search market is still in its infancy and
many advertisers are taking a 'wait and see'
approach. This lack of competition in the mobile
search space surely presents an opportunity for
businesses to get a head start on their competitors.
While most advertisers are reluctant to commit, it
is relatively straightforward to get positioned well
in the natural search listings of the mobile search
engines, and PPC programme click costs are still
comparatively low. So, how do you start to market
your business on the mobile web?
The good news is that a mobile search marketing
campaign is relatively simple to set up. But before
you can promote your website to the mobile search
market you need to ensure that it is compatible with
mobile screens, or you need a specifically designed
site in a mobile ready format such as XHTML, WML, or
iMode.
The reality is that most sites will be difficult to
adapt to small mobile screens and will not have the
simplified functionality that is required by mobile
users, so a dedicated mobile site is preferable.
Fortunately, mobile sites are relatively cheap and
quick to build. You can also register a .mobi domain
so that users (and search engines) will know that
your site is fully mobile compatible.
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Once you have your site established, accessing the
mobile search market is now quick, easy and cost
effective with both Google and Yahoo offering the
ability to place PPC text ads on their mobile web
search engines. There are also other 3rd party
mobile ad network providers such as Admob (www.admob.com)
that allow you to place contextual ads on selected
content.
In addition, mobile websites can be optimised for
high visibility in the natural search results of the
mobile websites using conventional SEO tactics. You
can even submit a Google Mobile Sitemap. As few
business have mobile ready websites the competition
for valuable screen real estate is surprisingly
light and it is relatively easy to get well
positioned on the mobile search engines.
While the majority of people may not yet be ready to
book their holidays on a mobile handset, there is
clearly a business for other travel and tourism
related suppliers like hotels, restaurants, bars,
clubs, golf courses, attractions, tour guides and
other local services.
Very few businesses have mobile versions of their
websites, so there is an opportunity to get ahead of
your competitors through early exposure for your
products and services on the mobile web.
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