A free Wedding, now my minds started jogging up and down. How do I crack this? How do I sell my wedding to a brand? Well, I will let my lunatic mind run bonkers with that thought and for now and let us lucidly hark back to the prime goal of this blog – Analysing Advertising!
Real Life advertising, a beautiful concept sparked off by none other than the most dynamic, high-octane brand Vodafone.
Why? Because…
According to Alf Nucifora, an Atlanta-based marketing consultant:
“Research tells us that the average American consumer is exposed to more than 600 advertising messages a day in one form or another.”
The Business Journal Phoenix Website
http://phoenix.bizjournals.com/phoenix/stories/1997/05/05/smallb2.html
So what did Vodafone do right?
In toto, they just became a part of everyone’s lives by making a dream come true. Instead of the regular doctor prescribed dose of in-your-face stereo type ads, Vodafone concentrated in becoming a part of people’s lives; they successfully displayed their capabilities with more action than words.
Madman Thoughts
As Brand/Marketing Manager, our brands have to promise & deliver value in REAL TIME, if you tell me 3G is fast, my first nous is to not trust you. But if my neighbour experiences it and shares the same with me, the chances of trial and conversion are umpteen. Developing a positive Word-of-Mouth viral is not something that a regular media plan will offer, for this, we as brand managers need to observe the environment around us and cull for that spilt second of opportunity, evolve not every day, not even every hour but every second.
The question is, are we ready to evolve? To stick out our neck? Be ready for the inevitable Brobdingnagian change?
Once again in the words of Tom Peters Test fast, fail fast, adjust fast.