A Marketing Mokuso

mokuso /mohk-so/ - Meditation or meeting of the minds. This is an open forum about the world of marketing. Please feel free to visit, comment, or post.

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  • Saturday, October 07, 2006
    Saturday Afternoon Recap
    In preparation for the upcoming Salesforce Conference, I haven't been able to read any news much less post on it. With that said, I apologize for the lack of inactivity but we'll be back on track early next week. This post will be a 'smorgasbord' if you will on some recent news.

    For one, I recently noticed a link from a fellow "Cheddarsphere" blogger (Cheddarsphere refers to the Wisconsin blogosphere) in which he points out an ad war between BMW, Audi, Subaru, and oddly enough, Bentley. This post is a must-read and I fully intend on following-up on this one when I return.

    For marketing news, I read an interesting article from the Brand Channel that talks about washroom advertising and it's ever-growing prominence in the world of advertising. I for one saw this escalation coming for a while as I enjoy to see how far advertisers will 'push the button.'

    Both the nightlife and dining crowds have increased dramatically over the last few years and with that comes a flurry of advertising to try and capture this audience. Brand Channel covers it well and you can read the full article here. I've extracted the opening paragraph as a teaser:

    Promotion With a Capital ''P'' by Edwin Colyer[9-Oct-2006]

    Washroom advertising is the pinnacle of pervasive marketing. Not even the bathroom is free from the constant barrage of "buy me now" promotion. Still, from a marketer's perspective, washroom advertising is extremely attractive. Studies show that around three-quarters of diners in a restaurant will go to the toilets at some point during their meal.

    Clubbers go around 2.9 times during an average evening at a nightclub. Statistics from the UK suggest that the number of motorway service visits result in almost 100 million impacts for washroom ads each month.

    Gizmodo takes the more brutal approach to these tactics and pretty much assaults these advertisers or should I say intruders...

    The last bastion of privacy and repose is slowly being eroded, where first we heard about advertisements over urinals, and now enterprising ideapeople at Addirect have figured out how to hide ads behind mirrors. The company plans to roll out AddMirror around the world starting this month, which it test marketed in 300 fancy-schmancy bars and nightclubs in London.

    But will people object? Addirect says no, but never mind that - most importantly, the company claims a 63% recall rate of the advertisements shown in the AddMirrors. That's a remarkable number, considering that even Super Bowl ads get just a fraction of that recall rate.

    Addirect is currently setting up a media network, where local companies will actually do the work of installing these screens behind one-way mirrors, and then these adverts can be distributed on a local, regional, national or global basis. Enjoy your solitude while you can.

    posted by Marketing Sensei @ 1:10 PM  
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