Tag: Social Media’

Can Advertising Salvage a Bad Product?

 - by JK

Not surprisingly, politics and advertising are considered to be the two least trusted professions in the world.

Every 4 years or so, these two groups of professionals often team up to create misleading… errr… I mean awe-inspiring ads about how everything is hunky dory in the country.

You may have seen these politically-driven ads recently, which I assume are supposed to instill nationalistic pride and encourage us to support the status quo.

Shouting Man

Advertising a bad product can be a real pain

But more and more people now realise that what these ads are ‘selling’ aren’t that good, sometimes just plain bad.

That’s because the boom in alternative views from independent news sites and blogs often discredit efforts by the mainstream players. And of course social media helps spread alternative news very effectively.

William Bernbach – one of the pioneers of modern advertising – once said:

“A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad”.

It’s like watching an awesome movie trailer, where a combination of fast-paced editing, a stirring soundtrack and teasing dialogues is delivered in two minutes. And then you go watch the movie and realise you might as well been watching paint dry for the last two hours.

Sure enough, when any of your friends wants to watch the same movie, you’d probably not recommend it. This ripple of ‘thumbs-down’ will almost certainly make this movie a flop.

There are many ‘trailers’ on TV these days illustrating a progressive, modern and united Malaysia, provided our votes are cast to oppose change. While I’m not writing the creators of these ads off, I just hope I’m not forced to watch the actual drama for the next four years either.

Let the mud-slinging begin!

The Greatest Online Marketing Gimmick Ever?

 - by JK

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.

Copywriters Can’t Write Everything

 - by JK

I could probably get my ass kicked by fellow copywriters. But it is a risk I am willing to take. Clients take notice, because this is very important – never hire a copywriter to manage your Facebook page.

Because contrary to popular belief, we copywriters can’t write everything.

Okay. Let me rephrase that, we can’t write everything as well as it can be. Like myself, I am predominantly a direct response copywriter; ask me for a press release and I will struggle with writer’s constipation.

Typewriter

Traditional copywriting techniques often don't work in social media...

When it comes to social media however; the problem becomes even more obvious. Copywriters are trained at marketing speak; and anything the even seems remotely ‘marketing’ will probably be rejected by social citizens.

Use of the words like ‘free’, ‘exclusive’, ‘now’ and other forms of sell-speak is definitely not welcomed in Facebook.

A socially untrained copywriter commenting on behalf of a brand in Facebook is like that insurance agent friend who always wants to sell you a policy.

We usually avoid any kind of marketing or selling in our social space; as in Facebook.

The kind of writer you want managing Facebook comments is someone who is comfortable in cyberspace. Someone who knows the web lingos, keeps up with online trends and engages online audiences regularly.

It has to be someone who can ‘talk’ to audiences in their language. And not in some Oxford dictionary approved English.

Which means, this writer has to be able to make himself make mistakes. Likes little grammatical errors, occassionnal typos and also dabble in txt spk.

Managing a Facebook page is all about being honest, friendly and more often than not; amateurish.

In other words –  now anyone can write copy! Errr… I take that back.