Archive for the ‘Marketing’ Category

Life after the slide

Monday, June 9th, 2008

A few months ago I visited FITC in Amsterdam and Toronto. The whole event was fun but what bothered me was the way most of the sessions started, “Sorry, I’ll be using powerpoint slides”.
Altho almost all the speakers used this most of them thought it was a very uncool thing to do. Slides don’t feel right.
This vibe was perfectly picked up by adobe evangelist and Toronto keynote speaker Mike Downey. He didn’t need to apologize, no, he didn’t use powerpoint or keynote to make slides. He made them in AIR, the crowd liked it. I however, I just saw another kind of slides.

But what’s wrong with slides? These days we need them more frequently to sell, share idea’s, explain concepts… There’s noting wrong with slides, it’s something else.

EriK Natzke, for example had his presentation build in flash (I think). It allowed him to jump in and out, go back and forward insert more files, go deeper into stuff… The presentation had a treestructure just like you would expect from a simple site. Not linear at all.

It made me think on how I’ve been presenting all these years and how difficult it is to make a good keynote. The software is childsplay but the hardest thing is to put a concept in a linear story that can be understood by your client or audience. It’s always a lucky guess…
A good concept isn’t a linear thing and this is why I would like to put my slides in a mindmap structure. This way I only need to think of my approach on how to present it but i’m not stuck in a one-line story. If the audience responds differently I can adapt easily and tell my story in a way that fit’s them best.

Keynotes and powerpoint haven’t really evolved and I don’t think Iwork or Office will do that soon. From time to time we see new software to make slides like sliderocket and 280slides but next to using cloudcomputing they don’t do anything new.

I wish adobe would take on the challenge to build a great slide-machine, revolutionize the way we make and use keynotes. Not a keynote with more functions but something more flexible and dimensional. It’ll be more easy for us to visualize our stuff and allow us to present in a more interactive way.
I think Adobe is able to make the slide cool again… They’re missing it in their catalog and a big amount stuff that is made with adobe software is sold with slides. There is no shame in slides.

The next General web cashcow

Wednesday, April 9th, 2008

Conversational Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque sed mauris id quam aliquam tristique. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nam et risus quis risus dignissim hendrerit. Mauris facilisis congue enim. Phasellus Social network service gravida lacus et mi. Duis euismod scelerisque metus. In varius purus ut nibh. Nullam ac felis. Praesent nec arcu et lectus iaculis volutpat. Pellentesque nisi neque, IPTV vs IDTV blandit vitae, fermentum ut, fringilla eu, ipsum.

Phasellus est lectus, user distributed content tincidunt blandit, bibendum id, vehicula a, leo. Nullam eget ante et ipsum hendrerit aliquam. Nullam vel libero. Vivamus tincidunt eros a the long tail ligula. Cras nec quam. Mauris pede lorem, crowd sourcing sollicitudin et, volutpat vitae, varius nec, diam.

Curabitur aliquam Semantic web enabled sollicitudin est. Aliquam cloud computing purus tellus, tempus ut, scelerisque quis, mollis sit amet, nulla. Etiam posuere fermentum metus. Nunc ut dolor. Phasellus non est et nisi dapibus tincidunt. Mobile maecenas et purus non nisi tincidunt mollis. Behavioral targeted fusce faucibus nulla ac sem. Mauris arcu enim, tempor mattis, tempor vitae, dignissim ac, tortor. Morbi eu mauris eu mi pulvinar pulvinar unique user experience.

The metalist

Sunday, November 25th, 2007

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The metatales continue, it was the talk of the week again and the wise Nico has a nice post and conversation running that puts things in a better perspective.

If the metatale also kept you busy I really would recommend you to watch this 2 weeks old South Park episode “The List”
Sunshine!

The clearchannel blognetwork

Thursday, April 26th, 2007

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Advertising on blogs? It is something adverpeople been wandering about for some time now, me too. We’ve all seen that blogs can make a difference but only a lucky few of us adverpeople have been able to implement it in their marketing strategy with success.
To successfully implement blogs in a strategy, the adverpeople have to work with the blogosphere, this is for most professionals to time-consuming and demanding (and sometimes very frustrating).

The demand for simplicity in the social sphere is high and that is why adver agencies hire community managers and entrepreneurs create new services for our sector.
Services like Adhese, Metatale and Buzzer may get critique from blog guru’s “it’s too superficial”, but for now and for most campaigns I think these services will be sufficient.

In the end what most adverpeople only need is visibility, the same kind you can get with billboards, TV-commercials and banners on msn.
Basically, adverpeople take their money, go to ClearChannel and think of something to fill the empty space they just bought.
They reason like this “the more people see it, the more people will buy it”, it’s the ClearChannel-mindset.

Bloggers are also people and having visibility on a blog is not that bad because not only random visitors will see it but so will the blogger himself, if he likes the concept and it’s relevant for his blog he will write about it.

If there would be something like a ClearChannel blognetwork more bloggers will get more advertisers (and more money) and they see more of the commercial messages, the chances that more campaigns will be blogged is bigger, jeuj!

So please ClearChannel, buy Adhese, Buzzer, Metatale and make it simple. You’ve bought Rock Werchter, I(L)Techno because advertisers got interested in events, these days they love blogs…

At least we would not have to worry about blogs and advertising anymore…
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The hell with RSS, go newsbreaker

Thursday, April 26th, 2007

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RSS-readers are just fine but they can narrow the range of subjects we come in contact with. To avoid narrowing your everyday knowledge subscription-based news distribution doesn’t help, the best way would be chaos-based news distribution. Being a chaos believer myself I was relieved to finally see something like Newsbreaker.

Newsbreaker is a clone of Breakout (retro Atari). Basically, when you break a brick with your pong-ball you get a headline. After playing 1 level you have a nice list of headlines that otherwise never would have grabbed your attention.
It’s interactive and objective…
This newsbreaker is an advergame for msnbc.msn. It’s a great idea for an advergame .

My Newsbreaker however would be more independent, it would be aggregating more sites (just like google news, technorati,..) and it should be harder to get headlines.
Maybe Maarten Schenk could make one for the belgian blogosphere, it could give us a nice random view of this bubble…
via

Advertising is Horny, Long Live Advertising

Friday, September 29th, 2006

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During the last year or so, I’ve been compiling innovative and surprising communication ideas and cases from all over the world. I’ve categorized over 200 cases in 8 different techniques, and packaged them in a glossy, illustrated book titled ‘Advertising is Dead, Long Live Advertising’. In Germany, the book is published by Stiebner, in the Netherlands by BIS publishers, in Belgium by Lannoo and in the rest of the world by Thames & Hudson. If you want to get a rollercoaster view on the most surprising, off-beat, off-the-wall & innovative communication campaigns of the last 6 years, this is the book to buy!

As the author, I was most proud to find out that the book was already distributed in a highly erotic book shop in the center of London (don’t ask me what I did there). I must admit there is partial nudity in the book (another reason for purchase!).

Power to the peers: the movie

Thursday, September 28th, 2006

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Matt Hanson (filmmaker) initiated a project called “A swarm of angels” to create the first peer produced film. This means everything about the film will be created by a community. (Full story on torrentfreak)

Even without the Hollywood machine, this non-corp production is already a potential blockbuster. Other films have been created with citizen initiative, take Star Wreck for instance.
This star trek fan movie got distributed via file sharing (bit torrent) and in no time got millions of downloads and became Finland’s most popular movie ever! A real blockbuster…
Discovering things like this really make my day. It proofs that power of the peers really exists outside the world of software. It shows us that we don’t need big and dominant media companies to create and distribute content.
If you have good content you don’t need banners, billboards or 30 seconds spots. People will distribute your content for you. Content is king.
Now, what Matt Hanson tries is something totally new for the film industry. What he wants to prove is that not only peers move your content but you can also trust them to create it. It will be the first time that a movie is created just like open source software is.

The thing that makes it even more exiting is that the people will be able to do with it whatever they want because the license on the movie will be a creative commons license. It has only 2 restrictions: you need permission to use it and you to license the same if you redistribute its content. Since this project gets lots of respect from most “commonists” I’m sure the many results will be very interesting. Finally, a new piece of free culture!

But only the sun rises for free so Matt needs money to do this the good way. He’s a man with a plan, he aims for 50.000 people to join the project who will each contribute £25 (€37.5). This gives him a budget of €1.875.000, it is possible but this is still a small budget to roll it big (example: to make The Matrix you need $63.000.000).
He discovered a new model _a small step for men, but a big step for mankind_. Lots of professionals are in search for a new content production business model. Matt gets his money from the peers but I like to think that we should avoid billing the people in this new model. You need money? That’s what advertiser are for :D .
I wander if Matt has thought about branding his movie with product placement or other innovative (people friendly) techniques. Advertisers are also in need to try out some new techniques because the 30 second spot is not that efficient anymore.

Either way, Matt might not have found the new business model but he is pioneering a democratic way to create movies. There is no big media corp involved and it’s extremely fileshare-friendly. It’s way ahead of the traditional way to create a movie, I bet we’ll soon see more initiatives like this.

But they can dance!

Thursday, September 14th, 2006

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AAAAH, there is nothing more relaxing than spending an evening wandering around on Youtube. Last night I discovered again something hillarical, Rayman Raving Rabbids. This is the story:

The world is being invaded by an entire population of hilarious but scary raving Rabbids (see video). When there is such a thread, the best thing to do is “Get to know the enemy“. And that’s why scientists have been gathering some very scientific facts about those crazed beings…

The result is hilarious, so far we know that the bunnies are dangerous with fireworks, can’t play soccer, don’t vacuum and never close doors. They also have a problem with cooking eggs, milking cows and infiltrating conventions. Oh and they’re French, but most important, they can dance… Well I’m not sure what you think but I feel safe knowing this! More facts? subscribe to the podcast.
For those who (like me) aren’t into gaming that much, It’s all part of a campaign to promote the new game Rayman Raving Rabbids on Nintendo Wii (full trailer).
But, for those who (like me) want more Raving Rabbids and without a Nintendo Wii might still be able to get it. Joystic reports that it also might be released on some other game consoles.

Also: another funny clip (2) from a guerilla campaign “the C’mons“, similar story… (thx) (I know who made it and what it is for but i pormised not to tell untill 26/09 :D ).

Update:
  FYI, The C’mons is a campaign to promote the new Opel Corsa by mccann international.

Advertising is getting old

Monday, August 14th, 2006

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Digg pointed me out to one of bibi’s classic commercial collections from 1948, watching the commercials made me think that not allot has changed in the last 50/60 years.
After all those years advertisers are still promising white teeth, easier dishes, smoother shaving, whiter-brighter clothes and tasteful instant coffee.
It makes you think…
Apparently the only things that changed are the attention spam (some last up to 4 minutes) and that copyrighters replaced the songwriters :D .

Watch some more of Bibi’s collections here, here and here.
Also, to bad cigarette advertising has been banned, I wander if they would still promise clean healthy cigarettes.

Eristoff thought we should know

Monday, July 24th, 2006

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I was starting to think that more and more advertisers and creatives don’t care about awards anymore. At least, most of the ones I know say they don’t, but I start to think that that’s just a statement they make to be cool or to ensure they don’t get humiliated when they don’t win.
But when they do win, they like to rub it in everybody’s face so that must mean they still care for that kind of short dick behavior.
After the Mortierbrigade with the award they won on an eBay-job (original) and FarFar with a Nokia-job (original) it’s now time for LG&F with their Eristoff-job (original) to show off.
But nevertheless, I like this Eristoff attitude… makes me want to win one.
thx Marjo & Sylvia