Thursday, February 12, 2009

Happy Birthday Charles Darwin!

Today is the 200th birthday of Charles Darwin – hit upon the event through the Google icon only! But while chain-browsing the links on the greatest face of science, something interesting caught my attention…..the concept of natural selection in the theory of evolution, as explained by Darwin himself, in his Origin of Species

Darwin, during his studies, wanted to determine the ‘specific mechanism’ that permitted animals and plants to change over time. Eventually he realized that the mechanism underlying the process of evolution was that of ‘natural selection

………… individuals having any advantage, however slight, over others, would have the best chance of surviving and of Procreating their kind? On the other hand, we may feel sure that any variation in the least degree injurious would be rigidly destroyed. This preservation of favourable variations and the rejection of injurious variations, I call Natural Selection. Variations neither useful nor injurious would not be affected by natural selection, and would be left a fluctuating element, as perhaps we see in the species called polymorphic.

How is this relevant to this forum where we mostly talk of the Ps? Precisely, that is the whole point. There are still lessons learnt from this text written almost 150 years ago, on the way forward in Marketing. When we talk of Consumer behavior, what is it that we are studying? Isn’t it nothing but a combination of elements from psychology, sociology, social psychology, anthropology and economics? Where do sociology and anthropology get it roots from? Maybe, Natural Selection and the theory of evolution aren’t directly related to the Ps of Marketing, but when you map anthropological roots to the symptoms mentioned above, does it ring any bells? Could the entire concept of domestication, natural selection, procreation and evolution help us in not only determining the rationale behind certain behavioral patterns but also identifying variables that help us form a predictive model for the same?

Let me evolve this study a bit more – worth exploring for sure – nothing that has not been explored so far- am sure there are thousands of theories on this already, but a different practical version from a learner is worth exploring, isn't it? Ah! Do I need a Beagle now? ;-)

[Source: Darwin Day, Wikipedia]

Wednesday, February 11, 2009

Colgate – Don’t Forget (Thailand)

A great outdoor for Colgate on ensuring High Brand Recall and effectively communicating the benefits. Created by Y&R Bangkok for Colgate-Palmolive, the creative reads -

Colgate normally gives out small product samples at annual events like “Oral Health month” to remind target consumers, especially kids to take better care of their teeth after eating sweets. This method does not drive strong results as most consumers tend to forget the message, even if they have collected the samples.

Instead of giving away product samples, Ice cream and cotton candy were given out. The stick carrying the ice cream and cotton candy carries a hidden message. Once consumers are done the message printed on the tip of the stick shaped like a toothbrush reveals “Don’t forget” with the Colgate logo. This simple message effectively reminded consumers to brush their teeth.

For sure, this simple message ensures high recall and that too, through a new smart medium – the candy / ice cream sticks – a new place to do wonders! I am not sure how much this medium has been used before, but it is definitely worth exploring!

Won’t forget, Colgate! ;-)
[Via Best Ads / Source]

Scary Butts…of Cigarettes! (Peru)

Found an interesting effort-intenstive Outdoor campaign on Anti-Smoking. Created by O&M Lima, for their client Liga Contra el Cancer (The Peruvian league to fight cancer) for their no-smoke day

According to BestAds, Using 15,000 cigarettes butts, glued together one by one in an outdoor panel, level to the sidewalk, Ogilvy dramatized the threat that cigarettes represent for a non-smoking person, in this case, a little girl.
A month and half before the campaign, with the help of many volunteers, Ogilvy was able to gather 15,000 cigarettes butts. An artist was in charge of pasting them together and to maintain the essence of the original idea, he painted the little girl in oil paint.
Scary Butts – aren’t they? ;-)
[Via Best Ads / Source]

Sunday, February 01, 2009

You oughta know..Inbound Marketing …says Alanis Morissette!

Found an interesting creative at Ravi Kiran’s blog on Inbound Marketing -

As a parody on the famous song by Alanis Morissette, “You oughta know” (watch the original Song here) , the musical takes you through the specifics of Inbound Marketing. Comparing with outbound marketing (TV Ads, Direct Mailers or cold calling), the creative ‘sings’ and musically conveys why and how inbound marketing is beneficial and how can it be made effective.

The lyrics go like “Marketing is like torture as they hang up on you”, “Cold Calls, Direct Mail and TV Ads fail” and “Every time I try to sell, did you know they say you go to hell”. With details like SEO, inbound links, blogging, landing pages, tagging content, and page rankings – the song says it all…..truly, something, we oughta know!

A nice way to use parody to talk about a theoretical topic and explain it so well – Kudos to the creator Rebecca Corliss, of Hub Spot

Incidentally, this creative took me to Hub Spot - An excellent blog on Inbound marketing – worth going in detail and learning about the concept. If you are using online marketing as part of your professional efforts, you can go there before me :)

[Via Bright Secrets and You Tube]