Show the wold your vision of the future, at imagine2009.eu.
Today is the deadline so you need to be both quick and creative.
Archive for augusti, 2009
Show the wold your vision of the future, at imagine2009.eu.
Today’s advertising budgets may seem like big money, but it’s all chump change compared to the money that moves at every level of the chain of consumption. Unfortunately, doing business today can often resemble working with countless islands with no connection to the mainland. This is where advertising has a role to play.
Broadening the definition of advertising will create greater resources both for others and the ad industry itself. In the digital world, you never waste half your advertising budget.
Life today is digital.
Alan Rosenfeld, BusinessDevelopment Manager, Apple
Selling the future today is too expensive. Why? The mental gap between present time and future is too far away. History is a part of our today life, it’s our context and history is visible but the future is not visible. The line between future and science-fiction is what we believe in. It’s like in the old saying: What you see is what you get. This is a problem for the future, because we can’t see it in our modern world. So what happens is that most people feel more comfortable looking back than forward to an uncertain future.
Closing the gap to the future
A solution for selling the future today is simply to create a context where we feel comfortable to consume the future within that context. The first step is to make future visible. It is as in the report “Closing the Gaps” from The international Commission on Climate Change and Development. In that report they point out that the present adult generation only care about their next generation, their children. Why? Because that is the generation we can see, others to come is invisible (in our time).
How can we make future generation a part of our present life?
Create architectural design (buildings, towns etc), were we all live together with future generations. We can see the pyramids but where is the future monuments? Make DNA mirrors (a mirror that shows a version of the future you)?
Brand future dimensions? A good example is Audi who product placement of future product in the science fiction-action movie I, Robot (2004). In that movie they also showed a future business that will be enormous: Technical body part which is also exposed in Puma’s commercial.
SAS is right now a loser in media. So what to do? Make the consumers a winner!
This is an interesting way of combining online life with the offline world. Take a look at SASglobeoffortune.com in a few click you can be flying away with your Facebook friends. Their campaign “SAS globe of fortune!” have good social dimensions. I think its great that companies make consumers winners! But why does most of them only do so when they are in trouble?
The campaign is done by CP+B Europe.
Read the Top 10 most popular posts for the moment. New nr 1, check it out: Why Barack Obama will not be re-elected as president and how he could.
New post on the list:
Where does the consumer see the most logic in your message/product? Choose a relevant context where you will have the greatest impact. The choice can also be interpreted as how you intend to position your product. Where is my message most appropriate and where on the field am I most likely to make the most goals?
Detective Marketing (fourth edition), by Stefan Engeseth (PDF).
Technology is perfect for creating an context. When you search for something online AdWords make sense, it is the answer you are looking for in that context. Bring Google AdWords into the off-line world of real life in the right context–a simple idea that could increase Google’s sales by a factor of 99%. The potential revenues from blurring the boundaries between online and offline are enormous.
How much would you pay for an airbag, 4 seconds before a head-on collision?
You’re driving 120 km/h and your GPS screen sends you an offer: in 20 seconds you may have a head-on collision. Would you like an airbag? The price goes up €100 every other second until the last few seconds when it’s too late… A bit of science fiction, yes, but the principle remains the same: real life, real-time AdWords.
For example, imagine if a brand such as American Express gave away free GPS navigators to their VIP customers in exchange for receiving advertising about hotels, restaurant and anything else of interest when travelling – all with a common denominator: the establishments accept American Express. This would make it so much easier for Amex to sell its cards to merchants. The sales pitch: how would you like 20 million millionaires using GPS to lead them straight to your hotel/restaurant/store?
AdWords, by comparison, are less direct and immediate. You need to be at a computer and remember the horsepower you needed in that uphill stretch a while back. Just think if you could activate the advertising in the middle of the hill, exactly when you needed it? What wouldn’t that mean for an advertiser? This could be done in the free Amex GPS in your car. A simple press of a button would let the driver make a purchase or get more information. Perhaps you could even buy horsepower online – as soon as the transaction is made your turbo is reprogrammed and the extra power goes straight to the wheels just as you need it.
Real life AdWords
Google could easily connect AdWords with Google Earth to make the connection between offline and online by giving you the location of someone who can give you more horsepower when you get back to your computer.
I believe that we as humans are programmed to function in a context. According to brain research, we organize information in different knowledge categories. This is not new. But what I can’t stop thinking of is that I believe we live exactly as our brain works (organize life to function in an context). When going to movies I can sometimes get frustrated because the story doesn’t start first after 15 minutes. Why? Because the filmmakers know that if they don’t establish a context in which the story will be told in we will not be able to follow the story. In other words, providing a context is an excellent way to help the receiver process information and understand the message.
I find context so interesting that I have the ambition to develop my thoughts about it in 10 blog posts. Each blog post will be numbered from 1 to 10. All the blog posts will be linked to each other. Context: 1 2 3 4 5 6 7 8 9 10 (these will be linked to different posts. I will not promise when all 10 will be done.
In psychology this is called cognitive psychology, where you can use the context to process information easier and more efficiently. One can then work successfully by partly changing the surroundings (the context) of the person. But to be efficient the context must have a relevance to the content. For example, the context of this blog is business thinking and if I would begin to write about horses it would then be to far from the context of this blog. Talking about horses would be wrong because it is not relevant to the context of this blog. Even if you like horses, it is still in the wrong context you will be reading about them.
To publish my points about context 1-10 in a bigger context I will refer to different movies. The knowledge about how we react in a context can be used for destructive manipulation as showed well in movies such as The Wave (Die Welle). Early masterminds as Niccolò Machiavelli (1469 – 1527) was in my opinion one of the first consultants in the art of shaping behavior and attitudes based on what people wanted to hear in the particular context (time, references, culture etc). His knowledge was not always used in a positive context. However, my goal is not to focus on the negative effects of context but rather on the positive effects.
Got an email with the subject: Feel free to quote me.
After a dinner and pub evening with business thinker Stefan Engeseth, Detective Marketing(TM), and strategic consultant Ib Lenneke, IBIDEA, I was ready to strangle them at 3 o’clock in the morning for making me toss and turn unable to sleep because of the provocative fundamental questions they had raised about my company, Midzone, and my own situation, desires and possibilities. Right at the worst possible moment of the entire year, at the start of the most valuable four week season out of the whole year in our business. Despite adrenalin and anxiety and continuously cursing them (roundly) for over an hour, I finally managed to fall asleep…. exhausted.
In the morning I woke rested (how? I don’t know), and found that in 15 minutes I could, in short simple words and clear illustrations, write down the fundamental business idea and mission, so far devilishly elusive, that we have been intuitively working with for four years; the total eventual result we are trying to achieve; the core development strategy for the company; the basis for a clear-cut and unambiguous marketing, communication and sales strategy; and a near perfect summary of the roles and functions for the three people in the entrepreneurial team, in keeping with their talents, desires and driving forces.
In fifteen minutes. That was one insane epiphany. I never had an experience even remotely comparable.
Interacting with Stefan Engeseth and Ib Lenneke is clearly a high risk, high return proposition.
Matteus Åkesson, Partner & Managing Director, Midzone
Relations beats the level of knowledge. That fact that qualifications doesn’t matter in most knowledges fields did trouble me a lot before. Today I understand that relationships are also an knowledge to be acknowledged. This is in my opinion an talent problem. Did write an post: Why Hollywood sucks! One strong reason for this is that the relationships inside Hollywood are more important than the fact that most movies sucks. They don’t care if the movies are good ore not, the relationships in their business community are more important. When relationships wins over knowledges incompetents spreads in the community, next they don’t attract gifted people anymore (gifted people understand that they cant compete with relations).
So how attract the most gifted people? Well here is to big talent fields, IT and the hole technology field (robots, computers don’t care how you know ore not). Exact the only part of Hollywood that improving (special effects and animated films are in the technology field today).