Okay, maybe I’m slightly overstating the greatness, but I personally thought this was genius.
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:
- 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
- The stirring, inspiring background score positions Obama as some sort of a savior. Intentional? Absolutely not.
- The bobble-head effect makes Obama seem light-hearted, warm and approachable. Voters are emotional beings you know?
- The video was done by grass-root supporters – definitely sanctioned by Obama’s campaign managers though – highlighting his popularity
- Depicts Obama as human, after all. Because what goes up, must come down
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.
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.
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:
- Costs a fraction of TV, Print or even Radio ads
- You can measure results and effectiveness almost immediately
- Internet allows for almost pin-point targeting, bases on niche interests
- Those in their 20s and 30s are active internet users; a consumer goldmine!
- 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.
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?
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.
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.