Tuesday 16.06.15

It’s lunchtime. Shall we Tumblr?

Screen Shot 2015-06-16 at 13.22.12

Gone but not forgotten.

If you haven’t already, why not take a peak at my scrapbook of rejected client ideas, thoughts, sketches and personal work over lunch?

You’re welcome.

Tuesday 16.06.15

Reminder

photo

Wednesday 13.05.15

“Nobody bought the cheapest option.”

Another great post from David  Airey’s blog worth sharing….

Excerpted from pricing experiments you might not know, but can learn from.

People were offered 2 kinds of beer: premium beer for $2.50 and bargain beer for $1.80. Around 80% chose the more expensive beer.

Now a third beer was introduced, a super bargain beer for $1.60 in addition to the previous two. Now 80% bought the $1.80 beer and the rest $2.50 beer. Nobody bought the cheapest option.

Three beer bottles

Third time around, they removed the $1.60 beer and replaced with a super premium $3.40 beer. Most people chose the $2.50 beer, a small number $1.80 beer and around 10% opted for the most expensive $3.40 beer. Some people will always buy the most expensive option, no matter the price.

You can influence people’s choice by offering different options. Old school sales people also say that offering different price point options will make people choose between your plans, instead of choosing whether to buy your product or not.

How to test it: Try offering 3 packages, and if there is something you really want to sell, make it the middle option.

The story is referenced in William Poundstone’s 2011 bookPriceless: the myth of fair value (and how to take advantage of it). Via the 11 ways that consumers are hopeless at math, on The Atlantic.

Beer bottle photo by jovike

Tuesday 21.04.15

Keep it Simple

Easier said than done.
Dave Dye explains in ‘simple’ terms the power of a simple message.

IS THE WORLD TURNING?

I risk sounding like a bad planner here.
At least he ones that make  a trend out of a coincidence. Over the last decade I’ve watched creativity in advertising shift.
Simplicity used to be king.
It was the mountain all creatives attempted to scale.
All over the globe you’d find creatives giving themselves aneurysms by trying to tell stories using as few words and pictures as possible.
‘Minimum means, maximum meaning’ as the great Abram Games put it.
Why?
Simple stands out more than complicated.
Simple is easier to understand than complicated.
Simple will be remembered more than complicated.
But, simple is difficult.
Not only to do, but to hang onto.

1. PLANNING:
It’s very difficult to distil a company down into a single, focussed message.
Actually, let me rephrase that; it’s very difficult to pick the single most effective strategy from a sea of possible routes.

2. CREATIVE:
Being concise is a skill that is difficult to acquire and takes effort once acquired.
As Churchill once said ‘I’m sorry it’s such a long letter, I didn’t have time to write a short one’.

3. CLIENTS:
It’s difficult for a Marketing Director to be single minded.
They are often work a variety of stake-holders, each of whom believes their particular area is crucial to the success of the business, and should therefore be recognised in their company’s advertising.
Heritage vs NPD vs recipe vs packaging vs customer service vs price vs ‘we’re just great!’. 
There is rarely an outright winner.
The only way forward is to reference the all of the messages in some way, maybe it’s handled in message hierarchy maybe it’s split over media channels.
It’s probably feels like playing roulette, spread your money across lots of numbers or put it all on a one?

The difference is that if you spread your bets in advertising you reduce your odds.
Complicated dramatically reduces your chances of getting noticed.
You are already competing against over 2000 other advertising messages a day, but who can remember 1% of what they’re exposed to?
Name twenty you saw yesterday?
I’m betting you can’t?
You’ve screened them out, your brain knows you can live a perfectly happy life without engaging with them, so saves it’s energy for the important stuff, like remembering to say ‘skinny’ when ordering your Latte.
Your brain screens out the complicated ads first, all that stuff to read and work out, who can be arsed?
Simple is tougher to screen.
Sometimes it can grab your attention against your will.

Click here for more on this article

Sunday 12.04.15

Sleeping on a problem

Listening to Adam Buxton and Graham Linehan on BBC Radio 4 chain reaction (also worth checking out) they mentioned this inspiring talk by John Cleese. Worth a listen, it might sound familiar.

https://www.youtube.com/watch?v=yAwDWe7OIF8

Wednesday 25.03.15

How great leaders inspire action

I keep coming back to this insightful TED talk by Simon Sinek time and time again. It’s great to re-visit before I start a new branding project, it reminds me that “People don’t buy what you do, they buy why you do it”.  Onwards and upwards!