A Measured Approach

Why is simple so difficult?

That’s a question I often think about. Early today (4:00 am) I was up and reading my email and came across a great, 2005 study on the power of simple copy. Its title: “Consequences of erudite vernacular utilized irrespective of necessity: problems with using long words needlessly” more

I mean, would you shell out $15,000 for a super rare cask of cognac? They claim only 30 bottles are available.

Remy Martin, in as much a PR stunt as to gain loyal enthusiasts, hopes so. Here’s the story.

Don’t get me wrong, I love good liquor. I just had some Pappy Van Winkle 23-year-old bourbon last weekend. Delicious. Did not cure my bronchitis, however. But, it cost well shy of $15k and I don’t think any amount of marketing could get me to dish out that kind of cash, even if I had it to burn.

OK, I am not their target market, but still, pretending that I was, that would make for one very expensive party.

How about you? How would you market this?

“29 bottles of way-too-expensive cognac on the wall, 29 bottles of way-too-expensive cognac, take one down pass it around, 28 bottles of way-too-expensive cognac on the wall…”

BMW, the iconic car maker, is changing up its ad campaign, ditching power and performance for joy.

The company says the new work more accurately reflects the mood of its consumers, who have traded in luxury for frugality. Here’s a peek at the new TV spots.

The new creative features actual BMW owners, as opposed to mainly showcasing the vehicles.

Time will tell if this was a wise move…

Now that the big game is over (congrats Saints), I have to inquire as to whether or not the all powerful game day ads convinced you to act?

Did you:

* Switch soda pop loyalties because Coke advertised and Pepsi did not?

* Want to run out and buy a Snicker’s bar?

* Do you now want a Hyundai more than ever?

* Did you text a question to KGB?

* Did you switch to Career Builder from Monster or vice-versa?

Okay, you have not had much time, but do you even PLAN on doing any of the above based on the commercials you saw? If you have not seen them, here they all are.

Inquiring minds want to know…!

In a PR event to demonstrate that it really wants drivers to be safe, UK-based insurer, confused.com, bubble-wrapped an entire, accident prone street yesterday.

Here’s the link to the story.

Kinda hard to squeeze a ROMI out of a stunt like this, don’t you think?

Here’s my annual list of what to expect, marketing-wise, in the upcoming 12 months. Time will tell how accurate these are, although my 2009 list was fairly spot-on:

#10) Mobile advertising will still NOT flourish in North America in 2010. However, if the Google mobile phone becomes a hit it could make a late-year run and enter 2011 with great momentum.

#9) The web will continue to grow and play an even more important role in great, measurable marketing. Websites that create relevance, with smart use of microsites, and also help develop a dialog, will reign supreme. One-way websites will be viewed as antiquated and ineffective; YouTube will grow in its importance for traditional TV-based advertisers (:30 second commercials will decline greatly). Google Analytics will continue to gain users and importance.

#8) Wal-Mart’s attempt to compete with Amazon will prove more