Archive for March, 2010

Imagine Advertising with Creative Copywriting

photo by matt.hintsa via flickr

“Imagine more shoes than you could ever imagine.”

…rewind…

“Imagine more shoes than you could ever imagine.”

OK, that’s what I thought it said. That’s some of the worst copywriting I’ve ever heard. This was the lead-in line to a TV advertisement for Off Broadway Shoes. I’ll concede that perhaps the copywriters were trying to get attention by having this very confusing line. But, I think it’s simply not a good line. How do I imagine more shoes than I could ever imagine? I tried. I couldn’t do it. No matter how many shoes I imagined, I could never imagine more than I could ever imagine.

Bad line.

Off Broadway Shoes doesn’t have a version of this ad available to embed here on the blog. But they have it here on their website or here on Facebook.

Is it just me, or does anyone else think this is a bad line? Anyone think it’s a good line?

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Dove for Men and Oprah – Sponsorship Fail?

I happened to be home early this afternoon because I had to take my son to a doctor’s appointment. He was a little fussy and it sometimes distracts him when the TV is on, so I thought I’d give it a shot. When I turned on the TV, Oprah‘s show was on. Within a minute or so, she took a commercial break. As we transitioned to the commercials, there was a message informing us that the Oprah show was brought to us by Dove Men+Care. “Hmmm…” I thought to myself, “That’s an odd partnership.”

Flickr via nayrb7

As I’ve posted before, there are some marketing and advertising placement decisions that just don’t make sense, especially in very clearly male or female-targeted programming. This seems to be one of those situations. Why would a product line that is very clearly targeted for men sponsor a very clearly female program like Oprah? In fact, according to Quantcast, the viewing audience of Oprah.com is 70% Female (Sorry, I couldn’t find reliable TV show viewer demographics, but we can easily conclude that the demographics are dominantly female as well). If you want to sell to men, sponsor a men’s program, right?

Flickr via theimpulsivebuy

I did have to consider that their marketing strategy was to target women since they tend to make many of the household purchasing decisions. But, Dove Men+Care marketing is directed toward men. Check out some of the TV advertising. Actually, I really like this advertisement. I think it’s funny and I think that it actually speaks to men very well. But this only serves to further confuse me. This is a marketing campaign that targets men!!! Why are they sponsoring the Oprah show?!?

So, I’m turning to the fine folks at Dove to help me understand your strategy. Perhaps it makes a lot of sense. But, on the surface, I can’t tell why you would spend a lot of money (and I know it’s a LOT of money) to sponsor the Oprah show, which is going to expose your product line to women, when your other Dove Men+Care marketing and advertising speaks to men. So, any of you Dove marketers who subscribe to my blog (and I’m certain there are dozens of you), I’m waiting. What’s going on?

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New Media and SEO at the Nevada Interactive Media Summit

As I posted previously, I had the honor of presenting at the annual Nevada Interactive Media Summit again this year. The Nevada Interactive Media Summit seeks to “bring together business owners, non-profit advocates, publishers, newsmakers, bloggers, podcasters, filmmakers, media, PR and advertising professionals and anyone else interested in interactive media from every corner of Nevada together for hands-on learning, rich discussions, opportunities to meet with local companies working in interactive media and plentiful networking opportunities.” I felt fortunate to be the only presenter to give two separate presentations – one on the New Media landscape and one on the strategy behind Search Engine Optimization (SEO). This is the second year that I’ve presented New Media 101, and it was just as thrilling for me this year as it was last year. I really love the opportunity to take these seemingly complex (and to some people, scary) concepts and bringing them back down to Earth where they belong. The SEO presentation was a first timer for me and while I was pleased with it, I’d like to further refine it, and bring some more examples and humor into it. The conference was well worth the price of admission for attendees ($25), and there were so many intelligent minds in one space, and so many new and exciting ideas that it made for a wonderful experience. Thank you to the Summit coordinators who invited me to present my ideas and knowledge.

I’ve embedded the two presentations below. If you’d like me to present either of these for your business or organization, please feel free to contact me.

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