Here's a link to an LA Times article with a rare interview with Donald Bren of the Irvine Company. No one can argue Bren's pivotal influence on Orange County's development, so it is interesting to think about how the company will eventually forge ahead without its visionary leader.
http://latimesblogs.latimes.com/lanow/2011/02/donald-bren-plans-an-irvine-co-without-him.html
Tuesday, February 22, 2011
Wednesday, February 9, 2011
It's All In The Mix
Robert Davis from iMedia Connection recently discussed the "missing mobile" link in this year's Super Bowl ads:
With the advent of smartphones that even Ozzy Osborne can use, it certainly is surprising that more advertisers didn't capitalize on the technology that has become interwoven in many Americans' daily lives. However, new ways to reach customers seem to be popping up everyday with the growing popularity of social media outlets, so marketers need to remain focused in how to target their demographic in the most effective way possible. This brings up important factors about the demographic's consumer behavior: Is a 45 year old in the market for a brand new Audi going to check it out on his phone post Super Bowl ad or tweet about? Which method had a stronger tie to converting their interest into an actual sale? Once these questions (among many others) are answered by advertisers, then the decision of what media mix to use can be answered. Regardless of the exact mix of media outlets, though, the guiding focus needs to always remain on pushing the customer to the next step of the sale, whether that means through a website, Twitter, or simply visiting their local car dealership.
"[If] you’re a marketer at Chrysler, Audi, Mercedes Benz, Skechers or any of the movie studios advertising big new movies, you forgot to think about the guy on the sofa with a smartphone in his hands. Especially the one who was interested in your brand. That’s right – you spent millions to reach consumers in a high-impact environment but didn’t build a mobile site to let them take action right away on the interest your ad created. In fact, nearly half of Super Bowl advertisers didn’t have a mobile site."
With the advent of smartphones that even Ozzy Osborne can use, it certainly is surprising that more advertisers didn't capitalize on the technology that has become interwoven in many Americans' daily lives. However, new ways to reach customers seem to be popping up everyday with the growing popularity of social media outlets, so marketers need to remain focused in how to target their demographic in the most effective way possible. This brings up important factors about the demographic's consumer behavior: Is a 45 year old in the market for a brand new Audi going to check it out on his phone post Super Bowl ad or tweet about? Which method had a stronger tie to converting their interest into an actual sale? Once these questions (among many others) are answered by advertisers, then the decision of what media mix to use can be answered. Regardless of the exact mix of media outlets, though, the guiding focus needs to always remain on pushing the customer to the next step of the sale, whether that means through a website, Twitter, or simply visiting their local car dealership.
Tuesday, February 8, 2011
Super Bowl Commercials: 6-Year-Old Darth Vader Was Worth It
The Super Bowl of football is also considered the “Super Bowl” of commercials, but the latter left much to be desired in terms of entertainment. AdAge puts it best, stating that beer and soda commercials were always a dependable laugh, but this year the humor was so tired and forced that I longed for even one Budweiser ‘Wassup’ spot. Most of the ads were decent and would stand out nicely in a local commercial break filled with car dealership ads, but when the $3million for 30 seconds price tag of a Super Bowl commercial is considered, it’s shocking the traditional heavyweights didn’t present more impressive spots. Bud Light had a glimmer of home with its ‘Zorro’ product placement ad, but all the anticipation built up for the Budweiser ‘Wild West’ commercials in the weeks leading up to the big game was not worth the wait. Unfortunately, Pepsi Max did not provide the creativity and fresh thinking that I, and most viewers, were craving mid-way through the first quarter. The slapstick humor and crotch-shots were cheap attempts at a laugh and certainly not original enough to hold up in the Super Bowl.
Despite the overwhelming mediocrity, there were a few standout spots. Best Buy’s Ozzy Osborne and Justin Beiber ad was a refreshing use of celebrity that only added to the brand’s message about keeping up with technology. On a more dramatic, sentimental note (which is a much tougher sell during the humor-heavy Super Bowl), Chrysler’s ‘Imported From Detroit” spot featuring Eminem all but made me want to tear up and only “buy American.” My personal favorite, however, was the brilliantly-executed Volkswagen ‘The Force’ commercial. The spot is all-at-once funny, heart-warming, and informative in a uniquely subtle balance. While it may not have been the hardest sell initially, the sheer number of times I’ve re-watched the ad on YouTube has me thinking that a Passat might not be a bad car to check out next time I’m in the market for a new set of wheels. With that, I’ll leave you with undoubtedly the cutest Darth Vader you will ever see:
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