The Greatest Online Marketing Gimmick Ever?

Okay, maybe I’m slightly overstating the greatness, but I personally thought this was genius.

Watch it…

How visually captivating was that?!

Okay, bobble-head Obama wasn’t the first thing that was sent into space that way. Some dudes sent a beer can off to the final frontier about a year ago.

But originality aside, this was one of the most refreshing videos I’ve watched in recent years.

And with the presidential race heating up in the US, here’s why I think this was a brilliant idea from Obama’s camp:

  1. Voters get 3 full minutes watching Obama ascend up to space, and then bobble down to earth. More face time, means higher Top of Mind awareness
  2. The stirring, inspiring background score positions Obama as some sort of a savior. Intentional? Absolutely not.
  3. The bobble-head effect makes Obama seem light-hearted, warm and approachable. Voters are emotional beings you know?
  4. The video was done by grass-root supporters – definitely sanctioned by Obama’s campaign managers though – highlighting his popularity
  5. Depicts Obama as human, after all. Because what goes up, must come down
Up and away...
Calling all politicians...

Now, wouldn’t it be awesome if we could send some of our politicians into space, like, for good?

Ah well, just a silly thought.

Go Online, or Go Under

More than 12 million Facebook users. National broadband penetration is over 80%. Almost 17 million total internet users. And how much are Malaysian businesses spending on online advertising?

A measly 1% of their total advertising budget.

A report released recently by Google and McKinsey & Co shows that Malaysian businesses hardly see internet advertising viable. In fact, Malaysia is placed at the bottom 10% of the 57 countries surveyed.

Cars on Key
You can reap unexpected rewards advertising online... kacching!

Look, I’m no advertising genius. But doesn’t this seem like a severe case of head-in-the-sand ignorance?

Just 10% of Malaysia’s Facebook population is still more than the total daily readership of The Star, which is at about 1.06 million.

But that’s not all. We Malaysians spend more time on the internet than on watching television or listening to the radio combined.

If you ask me, I think we spend more time online than even talking to our spouse, family and friends combined.

If anyone out there thinks online advertising is crap – it can be annoying if improperly executed though – here are 5 good reasons why you should take your next campaign online:

  1. Costs a fraction of TV, Print or even Radio ads
  2. You can measure results and effectiveness almost immediately
  3. Internet allows for almost pin-point targeting, bases on niche interests
  4. Those in their 20s and 30s are active internet users; a consumer goldmine!
  5. Almost 40% of purchase decisions are made on the net; making online presence critical

In times of dwindling marketing budgets and an ever-evolving consumer landscape, please feel free to double or even triple your online marketing efforts this year.

If you still want to spend RM40,000 or upwards on a one-time-only print ad (I’ve got some tips for that too) instead of a highly-targeted, response-oriented online campaign; then go right ahead.

Direct Marketing Rules

Even Amazon – one of the world’s largest web retailers – is using an age-old direct marketing technique to sell on its homepage; the humble sales letter.

Most people think direct marketing is junk mail, especially the letter, who the hell would want to read a boring, wordy letter?

Then why would Amazon post-up a sales letter – the longest one I’ve seen online – right in the middle of its homepage?

Amazon Kindle Sales Letter
Click to enlarge >>>

No, the people at Amazon have not gone nuts.

They just know that if you want to sell, then there is no other marketing discipline that works harder, more effectively and for a fraction of the cost than direct marketing.

In this case a piece of eloquently written letter signed by Jeff Bezos, carefully targeted to those who’ve previously bought books at Amazon (I think), promoting the new Kindle Fire.

I think this is a brilliant demonstration of how direct marketing – via a single sales letter – can still work online amidst far aesthetically superior interactive communication methods.

Amazon Home Page
Right smack in the middle of the homepage... a letter!

A few of my observations:

  • Note that a catchy, punchy or hard-sell headline is non-existent. Amazon must have really gone nuts, huh?
  • The letter starts with a story about how they are cheaper, without sounding cheap; a story well told in these economically uncertain times
  • Paragraphs after paragraphs of honest, friendly tone of voice supported by hard product features and facts
  • The Founder and CEO’s signature reassures the reader that the claims in this letter are not empty promises
  • The letter ends with a postscript or PS; which most ‘experts’ think is useless. It is proven that the PS is the most read element of a letter after the headline and first line of copy

So DM detractors of the world, if Amazon’s letter-based sales pitch is anything to go by, then direct marketing still rules.

Fakebook

Okay, I think I’m finally tired of Facebook. No, not because of you my dear friends, it’s just this new ad-infested, apps-ridden and spam-inducing thing that’s disguising as Facebook.

Remember how exciting Facebook was? It was an amazing application that revolutionized the way we communicated. We vowed we could never live without it. We then continued our FB love by creating events, uploading our lives and adding total strangers as friends. Much love!

Fakebook
Ladies and gentlemen; Facebook has mutated... beware!

And in the rumble-tumble world of copywriting, Facebook provided inspiration for dull minds and the perfect respite from work.

Now Facebook is nothing but another chore to do in the mornings… and the rest of the day. It has turned into a dark, evil brother that invades our privacy, sends us unsolicited messages and forces suggests us to be friends with virtually everyone… virtually.

So I thought if I was the only one who felt this way. Apparently not, because according to ZDNetAsia, 31% of younger, more mobile and brand conscious consumers have indicated they are getting bored with their social network – leading to social fatigue.

Well, I’m not really that young, mobile or very brand-conscious; but the feeling towards Facebook is definitely mutual.

Ah yes, how can I forget the annoying little ads that appear in the right sidebar. From “cepat kaya” messages in broken Malay to those sexually suggestive ads for medieval role playing games; they are becoming increasingly ridiculous.

And just when I thought we couldn’t be more connected, some wise guys go and create Rock Melt – a web browser with built-in social tools. Basically you can do every social thing from your web browser, including being there for your grandfather’s birthday. I kid you not… watch the video:

Ready to turn off your PC and start a self-sustaining life in a farm? Call me; if you have my number that is. Hah!

P.S. I decided not to add the customary Facebook Share button in this post just to prove a point.

It’s Not My Job

Have you ever seen something that was not right, and knew you could make it right, but made no attempt because it was not your job? I know I have, and I’m not proud of it.

In an ideal situation, everyone should have everyone else’s backs in an agency, especially in the studio. This is of course easier said than done in an environment with looming deadlines and unforgiving hours. But if you spot something that’s out of place or just wrong – be it in copy, design or common sense – then it becomes your duty to raise the flag.

Yes, even when it’s not your job.  Here’s an example of what can happen if you don’t:

I recently browsed the new Malaysia Tourism website, which was easy on the eyes, well-constructed and a breeze to navigate. Then I clicked on About Malaysia and everything seemed fine until I found an external link to a Malaysian government portal. I clicked on this link that promised ‘more information’ and landed on…

I was like what the 4uck?! This looks like website from the 90s that has obviously been designed put together by nitwits. What kind of impression will this site leave on a prospective tourist? And since the site was in Bahasa Malaysia by default, I looked to see if I could at least change that. So I located the language option drop down menu and clicked on it to realise that there was no other language option besides Bahasa Malaysia. Genius!

I’m sure someone noticed this glaring stupidity and decided it was not his job to mention it. This Malaysian Government portal does not serve any purpose to prospective tourists, especially it being in a language that only Malaysians can read.

The solution is as easy as unlinking the site from the Malaysia Tourism portal. Unless, it is not possible to unlink because it is an executive decision to have the link.

In that case, there’s only one thing to say… Welcome to Malaysia!

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Why It Cost 1.8 Million for 6 Facebook Pages

Here are the real secrets why the agency that developed the Facebook pages charged such a ridiculous amount…

  1. Because the client only opens 1 counter during peak hours
  2. Because the client went for coffee at 10.45am, then lunch at 1pm and the tea at 3.45pm
  3. Because they had to complete Borang FB/003/11, Borang FB/112/14A and submit along with photocopies of their IC, Audited Accounts and Birth Certificate
  4. Because the system was downlah!
  5. Because the Person in Charge Cuti Bersalin
Why 1.8 Mil?
The question is why they like to throw our money down the drain?

6.   Because the Nombor Giliran for today has finished
7.   Because this issue can only settle in Putrajaya
8.   Because the approval process takes at least 2 to 4 weeks
9.   Because someone wore a short-sleeve blouse

And the top reason why it cost 1.8 million for 6 Facebook pages *Drumroll*

10. Because each e-mail sent and received cost the agency 50 sen

If I had to go through all of the above, I’d freaking charge 2 million… per page! But for my dear readers, I’ll do it for RM59.95… interested?

Kicks for Geeks?

Check if applies:

1. I spend most of my time online (   )
2. I discuss about the latest viral video with my friends (  )
3. I Keep in touch with friends via instant messaging more than on the phone (  )
4. I often have lunch/dinner in front of a PC (   )
5. I check my Facebook or e-mail the moment I wake up in the morning (   )

If you checked any two or more of the above, then you can now display your allegiance to the wired way of living by sporting internet-themed basketball shoes.

These shoes are a perfect complement to your style; which probably includes nerdy glasses, a transformers t-shirt and an unwashed for months denim. What’s more? The shoes’ built-in geo-location technology will also let your friends know about your whereabouts every step of the way. (You know I’m taking a piss right?)

In case you’re wondering… these shoes were designed by a certain Brass Monki (the name says it all ain’t it?) and not by Nike (phew!).

What’s next? Facebook underpants that come with a ‘Like’ button?

I’m going to log-off and have a life right now.

How Malaysians Searched on Google

We Malaysians are generally a predictable lot. But the latest Zeitgeist Report – a run-down on most popular search terms – unveiled by Goggle for 2010 did spring some surprises. Apparently Proton Inspira is more popular than oh-so-creepy Justin Bieber and Rajinikanth’s Endhiran (a Tamil movie) is more popular than Leo’s Inception.

Here are other interesting tid-bits on what Malaysians searched on Google this past year:

  • There was only one Malaysian term in the Most Popular for 2010 list; which was “Malaysia”.  And why would Malaysians search for Malaysia just beats the crap out of me!
  • Where would we be without initializing everything? Think KL, CC, 7-E, BB, MC and the list goes on.  One of the fastest rising search terms was “FB”, short for Facebook.
  • Neither iPhone nor Blackberry was the fastest rising searched for mobile phones. That honour goes to HTC, which completes an admirable one-two finish. Something to think about perhaps?
  • Malaysians love their football… okay badminton can also be a sport that we favour. But the fastest rising search term in Sports was, believe it or not, “Australian Open 2010”. That’s tennis guys, freaking tennis!
  • Apparently we are also a sentimental, lovey-dovey lot. The romantic drama “Dear John” led the list for fastest rising searches for movies. It’s official… more women use Google than men in Malaysia!

The full list – plus tool to dig deeper and compare data – is viewable at Google Zeitgeist. And don’t forget to watch Zeitgeist 2010: Year in Review video too, man how time flies!

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