Archive for October 2007
Narrowcasting; Any time, any place!
Name: Sofie Colmbijn
CV205a1
Versie 2
Every focus group is different and you can find them at a lot of different places. Therefore all the strategies and marketing tools are different for each focus group, advertisement and commercial, narrowcasting can be applied for any focus group at any place. Narrowcasting already exists for a few years, but became more a hype during the introduction of the plasma screens. Therefore narrowcasting can be applied anywhere and a company can reach the consumers at a lot of places.
Narrowcasting knows a lot of other names, like digital in-store merchandising, electronic display networks, flash displays, digital media networks and electronic point of communication. All these names say the same: approaching the target group due to audiovisual displays at a particular place and time. Narrowcasting is mostly used on the Internet, but commercials in shops are also narrowcasting. Even as presentation screens in the busses, trains and trams that show news and commercial messages. Narrowcasting is mostly used on places where people are waiting, like elevators, tank stations and waiting rooms.
Interactive narrowcasting is a new way of narrowcasting. With this way of narrowcasting the customer is active in getting the information; the use of a touch screen is common. The customer can choose what kind of information they want to get.
Narrowcasting is a good marketing tool, which can be used any time, any place. It is within reach for anyone, therefore it makes narrowcasting a good marketing tool.
O’Neill can make use of narrowcasting in the O’Neill shops or events. For example they can show O’Neill TV or there summer collection before the release of it. With the narrowcasting the consumer can already get familiar with the collection.
1 comment October 24, 2007
The next big thing in advertising
A Burger King billboard in the newest Tomb Raider game? Everything is possible in 2007!
What is in game advertising? A new and upcoming manner to place adverts in computer games. Microsoft, Burger King, Axe, you name it. A lot of big brands invested the past years in in game advertisement. They see it as a ideal way to reach the male 18-34 demographic.
But is in game advertisement really a new way of advertisement? Not really, because
the first example was seen in 1978 computer game Adventureland. It was a simple advertisement of the forthcoming game Pirateland. The first example of third party in game advertising in the early 90’s, it was in the game Zool. The lollypopbrand Chupa Chups was the main subject in the game. There are Chupa Chups lollypops everywhere in the game and every level is set in a sweet world. Another game that used in game advertisement in a early stadium was the FIFA international soccer series. There are billboard adverts placed next to the soccer field from Adidas and EA Sports (the company that produced the game).
Back to 2007. The computer game industry is depended to in game advertisement and in game product placement. Advertisement in a computer game could bring an extra $1 to $2 profit per game, what is a good increase over the current $6 profit per sold computer game. For example: the latest Grand Theft Auto game was a bigger financial hit compared to the movie Titanic. Producing computer games is really big money these days. The expected in game advert investments for 2010 are $1.8 billion!
But what are the reasons for the big brands to invest in in game advertising? It’s ideal to reach the target groups that can’t be reached trough the “traditional” channels. Gamers are always very concentrated while playing the computer games. So it’s normally very effective to place a billboard in the background of a shooting game. Computer games are expensive, so people will play it more then once. So the advertorial will cross their minds very often while playing the game time to time, but the advertiser pays only once for the advertorial placement in the game. Huge profit indeed!
But is everybody happy with these developments? Not really. A lot of the core computer game players see in game advertisement as spyware. They think that adverts don’t fit in a computer game. They want the game in a appropriate atmosphere, for example: a WO II game with Microsoft advertisement in the background. Not really a historical environment. But in game advertisement designed with a little bit more care could make more credit by the core gamers. But to bad for them, they have to get used to it.
In game advertising.
Add comment October 24, 2007
Event marketing II
Annelies V.Group cv205A
October 24 2007
Version 2:
Use event marketing for a success!
Everything has to be organized. And there are many ways to do this. For every purpose exists a different strategy. Also for the organization of an event. We call this event marketing.To organize an event you have to think of many different things and a lot of details. Therefore people developed a plan so everyone can do this step by step.
People have a lot of different reason to organize an event, every event has its own goal.O’Neill has many events that they work with. They use these events for the promotion of their brand. So the most important part of their strategy is to let everyone know that the event is sponsored or organized by O’Neill. The way they can achieve this is with the support of a lot of advertising.The reason they use events for promotion is to let their consumers relate their brand to the feeling they had on the event. And that feeling should be happy, cool, nice and relaxed.
There are a lot of resolution to improve your sponsorship and make sure that it works. The first resolution is to be different. People don’t look for the same things, they want to see and learn. Every experience has to be new and exciting. When an event is the same as the last one people won’t go there anymore.The second resolution is more with less. You should try to be different but it shouldn’t be too overwhelming. The visitors should get the time to absorb the information and remember what they have seen. When there are too many aspects they get distracted and don’t take anything in. Maybe even get a little bit irritated because they can’t relax.The third resolution is going bigger. You should find the right balance between expanding your event and keeping it intimate. You should try to impress your audience but don’t drive them crazy.
O’Neill tries to achieve all these improvements by organizing new surfclinics for young kids. They don’t focus on surfing only, this is their going bigger part. They expand with other sports like beachvolleybal, mountain bike and capoeira. With this strategy they try to connect the people who are not really into surfing and snow sports to the brand O’Neill. They show them that the products from O’Neill are usable for many other sports and activities.
In general there are a lot of reason to organize an event. But when you have a good organized plan it has a big chance to be a success. At the end it is very useful to evaluate your event, to look back at your results. You will always discover points to improve. (454 words)
sources:
http://www.caenco.nl/hoe.html#stap1
1 comment October 23, 2007
Viral marketing is super effective!
Name: Marieke van den Heuvel
Class: cv205a1
versie 2
Now a days, marketers create viruses and spread them through a network of people. We know a virus is very contaminated as a result that everybody who is in contact with that single person can be infected. This is the simple explanation for the phenomenon Viral Marketing. If somebody say’s “I am a viral marketer”, you start thinking he’s actually spreading real viruses! In fact I don’t blame you at all, because the word sounds very negative.I’ll give a simple explanation from this marketing tool. It’s stimulates individuals to pass on a marketing messages through internet to other people. These kind of people can be anybody you like to share information whit. But mostly they send the marketing messages to friends and family. And these people send it to there friends.With the consequence that the message has a very increasing power. In most cases every person sends it at least to two other persons. The result is that a marketer reaches a large group of people with almost no effort.
Viral marketing is a sort of brother from word-of-mouth spreading. The only difference is that viral marketing needs the internet to spread the message. As we know through internet we can spread internationally faster then the original form of word-of-mouth spreading. Obviously a lot of company’s use Viral Marketing because of this reason. For example hotmail.com. They give away free e-mail addresses and attach a simple tag at the bottom of every free messages sent out which says “Get your private, free e-mail at www.hotmail.com” Hotmail has done their work while the people send e-mails to their own network. People who get the messages, sign up and they spread it wider to their own friends.In a short time hotmail.com, was the most popular and fast growing free e-mail website in the world. At the moment I don’t know a single person in my own network who doesn’t use a hotmail account.
So viral marketing is very effective and useful for a starting company or just an already existing one with a new message or product. Marketers use this new marketing phenomenon a lot, in fact the results are very powerful. You can reach major target groups in less time. On the contrary you only can reach people who have a computer with internet. So the small group of people who don’t have internet are unreachable. My opinion is that a viral campaign is very useful in most circumstances. So if you are a marketeer and you want to reach a lot of people in a short time? Then is viral marketing the perfect solution for you’re communication messages!
1 comment October 23, 2007
vocabulary list
Vocabulary list CV205A1
Appropriate
Suitable for a particular person or place or condition etc. NL: niet geschikt voor. Art-director
The person responsible for the graphic design and creative positioning of an advertisement or campaign.
NL: Een leiding gevende die verantwoordelijk is voor de concept ontwikkeling en het grafisch ontwerp
Banner
A small area of a window or screen used for advertising purposes.
NL: op internet een reclame of promotie gedeelte op de pagina.
Billboard A large outdoor printed sign.
NL: aanplakbordBlogger
Short for ‘web logger: somebody with a diary on the web.
NL: iemand met een dagboek op het internet.
Brainstorm
A process to come up with as many ideas as you can, mostly in a group of people.
NL: een brainstorm is een manier om snel in een groep de gedachten te associëren.
Brand awareness
A necessary communication objective reflecting the link in memory between the brand and the need it fulfils.
NL: merken bekendheid die in het geheugen zit.
Brandframe
Brandframe is the premier marketplace connecting brands and producers sharing their videos on video-sharing websites.
NL: marktplaats waar merken en producenten hun video’s delen op gedeelde websites.
Brand loyalty
The quality of being faithful to product sofa particular company.
NL: merkentrouw.
Broadcast
To send out programmes on radio or television.
NL: uitzenden.
Business log
A weblog for a company, here they keep te people up-to-date with short stories about the company.
NL: een weblog van een bedrijf, hiermee houden ze iedereen up-to-date.
Buzz marketing
A low or no cost method of marketing associated with people telling other people about a company’s products or services.
NL: een lage kosten methoden, waar mensen elkaar vertellen over de producten en service van een bepaald bedrijf.
Communication events
An event that is especially organized for an organization or company.
NL: een evenement dat speciaal wordt georganiseerd voor een bedrijf met als doel publiciteit te krijgen.
Communication hub
A channel or medium where people can communicate whit each other.
NL: een medium of kanaal waar mensen met elkaar kunnen communiceren.
Communication mix
Combination of the communication activities of advertising, personal selling, sales promotion and publicity/public relations.
NL: combinatie van verschillende communicatie activiteiten zoals adverteren en verkopen.
Community websites
These are website like for example hyves of msn where people have a hole network of friends. NL: een website waar mensen elkaar kunnen ontmoeten, zoals hyves.
Compared Consider or describe as similar, equal, or analogous.
NL: vergeleken
Concept evelopment
The process of shaping and refining an idea for a new product into a complete description.
NL: het proces van het bedenken en vormen van een idee voor een nieuw product.
Copyright
The legal protection given to authors which protects them against unauthorised copying of their work.
NL: het is de bescherming van een idee of product zodat andere mensen het niet kunnen kopiëren.
Core
A small group of indispensable persons or things.
NL: kerngroep. Corporate branding
Corporate branding refers to the practice of using a company’s name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand.
NL: paraplumerk, eenzelfde naam/merk wordt gebruikt voor een verzameling van producten.
Cultivating
The envelopment of your civilization.
NL: veredelen, beschaven of beoefenen.
Desk research
Market research taken behind a computer (behind the desk).
NL: Je gaat zelf opzoek naar relevante informatie van achter je bureau/computer.
Developments
Act of improving by expanding or enlarging or refining.
NL: ontwikkelingDifferentiate
To be different than others.
NL: onderscheiden, doen verschillen van.
Digital television
Digital television (DTV) is a telecommunication system for broadcasting and receiving moving pictures and sound by means of digital signals, in contrast to analog signals used by analog (traditional) TV.
NL: via digitale signalen kun je bewegende beelden ontvangen.
Dispersion
The extent of variation among cases.
NL: verspreiding.Distribution channels
Distribution channels in which products are sold directly from producers to users.
NL: Het kanaal waardoor de producten bij de consumenten terecht komen.
E-business
The transaction of business over an electronic medium such as the Internet.
NL: Bedrijf dat elektronisch werkt. Nu meestal via internet.
E-commerce
Elektronisch zakendoen, meestal via het internet. E-business is een term die in opkomst is, en geeft aan dat er meer is dan alleen verkopen op het net aan consumenten.
NL: Elektronisch zakendoen, meestal via het internet. E-business is een term die in opkomst is, en geeft aan dat er meer is dan alleen verkopen op het net aan consumenten.
Electronic media
Media that require electricity in order to operate, function or communicate messages.
NL: media die elektriciteit nodig heeft om te functioneren of boodschappen te communiceren.
Event marketing
The plan to organize a good event.
NL: een ondernemingsplan om een goed evenement te kunnen organiseren.
Example
An item of information that is representative of a type. NL: voorbeeld
Face to face
Involving close contact; confronting each other.
NL: tegenover elkaar staan/ gezicht naar gezicht.Field research
Market research undertaken outside the business using observation or surveys with questionnaires.
NL: als de onderzoekers rechtstreeks het veld in gaan om consumenten te ondervragen.
Handvertising
Using nightclub hand stamps for advertising.
NL: nachtclubs gebruiken merk als stempel om zo te adverteren.
Groupware
Is a software tool that integrates the work of multiple concurrent users located at separated.
NL: is een categorie van software die erop gericht is met een groep van gebruikers een gezamenlijk eindresultaat te bereiken.Holistic approach
To address corruption effectively, conventional wisdom holds that a ‘holistic approach’ is needed. Such an approach examines all institutions and practices within a given country that are relevant to maintaining honest government and private sector institutions.
NL: een eerlijke benadering.
Hyperlinks
A link from one web page to another or just the same pageout of the home advertising advertising that is outside, for example events.
NL: Een link die naar een website gaat of op dezelfde website naar een andere pagina gaat.
Increase
A process of becoming larger or longer or more numerous or more important.
NL: verhoging/ winst boeken. In-game advertising
In-game advertising refers to the use of computer and video games as a medium in which to deliver advertising.
NL: reclame voor producten en bedrijven die in een game is opgenomen. Denk bijvoorbeeld aan een game-personage dat altijd hetzelfde merk cola drinkt.Innovation
The introduction of new things, ideas and procedures.
NL: innovaties, vernieuwing.
Internet marketing
Strategies and techniques applied on the Internet to support a company’s overall online marketing.
NL: Marketing die is bedoelt voor het internet een goed voorbeeld is een e-shop
Life log
You can compare it whit a dairy, a person describes his/her life in a blog.
NL: Een soort dagboek van een persoon maar dan op het internet.
Main
Most important element.
NL: belangrijkste.Marketing endeavors
Something that people try to achieve with their marketing policy.
NL: het doel waarnaar men streeft in met hun marketingbeleid.
Marketing platform
Marketing stage, the place where marketers give their speeches.
NL: het podium waar marketeers hun speech geven, spreekgestoelte.
Marketing strategy
The selection of the product mix and customer profile for maximum profit potential. The 4 “Ps” of product, price, promotion, and place.
NL: een selectie van de product mix voor maximale profit.
Market value
The price that the market – any market – sets at a particular time as the price at which an asset can be bought or sold
NL: de prijs van een product die door de markt wordt bepaald.
Mash- up
A new website using content from other websites.
NL: een mengeling.
MD
Marketing director.
NL: marketing directeur.
Methodologies
It’s formally refers to the study of the methods involved in some field of group.
NL: onderzoek naar de doelgroep
Mobile marketing
Mobile Marketing can refer to one of two categories of marketing. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone.
NL: Reclame via de mobile telefoon.
Narrowcasting
Narrowcasting in public places is a growing trend in advertising. The concept means delivering highly targeted and customized messages to audiences in public locations at scheduled times.
NL: een breedbanduitzending waarbij een specifiek publiek bediend wordt. Denk aan een commercial in een winkel over een product dat ter plekke verkocht wordt.
Networked and electronic media
The Networked and Electronic Media (NEM) initiative is part of the European Industrial Initiatives, or European Technology Platforms.
NL: de Networked en Electronic Media is een deel van de Europese industriële inzet of Europese Technische Platform.
Non-spot commercials
Clandestine advertising, promoting a product without a real commercial or advertorial. Just using the product in a movie, on a television show or book.
NL: sluikreclame, marketingtactiek waarbij mensen (meestal acteurs) in een toneelstuk, film, televisieserie of boek een bestaand commercieel product gebruiken.
Opinion web log
A web log were regular people show there meanings and opinions.
NL: een weblog waar iedereen zijn/haar eigen meningen over dingen kan schrijven.
Outdoor event
An event that will take place outside. Not in a building or studio but in the open air.
NL: een evenement dat zal plaatsvinden in de openlucht. PDA
Personal Digital Assistant: handheld digital organizer.
NL: persoonlijke digitale computer in handformaat.
Podcasting
Posting or transmitting an audio file to be downloaded and viewed/heard by other internet users either on a computer or MP3 player.
NL: Podcasting staat voor een systeem waarin podcasters audiobestanden beschikbaar stellen via internet. Men kan deze bestanden downloaden en kunnen ze gelijk kopiëren naar een mp3-speler.
Portfolio
A collection of your work saved in a writing case.
NL: map of portefeuille met een verzameling van je werk.
Print design
The design of something that will be printed on paper.
NL: het ontwerp van een afdruk, afdrukvoorbeeld. Product placement
Positioning a product on the market.
NL: positionering, plaatsing van een product op de markt. Product presentation
The way a product is presented.
NL: de presentatie van een product, hoe een product wordt neergezet.
Profit
Net income.
NL: netto winst.Promotional design materials
Materials that are used for the designing of something used for promotion.
NL: materialen die worden gebruikt voor het ontwerpen van een promotieonderdeel.
Quick response
A strategy where partners in a supply chain work together to respond more rapidly to consumer demand. This may involve sharing point of sale data, forecast demand levels and making manufacturing as flexible as possible so that production can be agreed to consumer demand.
NL: strategie van samenwerken om zo snel mogelijk te kunnen reageren op de klant.
Reproduce
Make a copy or equivalent of.
NL: Her-produceren. Retailer
A business that buys products for the purpose of selling them to the general public.
NL: detailhandelaar.
RSS feed
A file format for the web uses by news websites and weblogs.
NL: RSS-feed.
Sales manager
In charge of selling to local businesses.
NL: verkoop manager
Sale pitch
Talk that tries to persuade somebody to buy something.
NL: verkoopverhaal.
Small business
A small business is one which has a small number of employees, profit and/or revenue.
NL: klein bedrijf.
Sponsorship resolutions
Solving the problems that come along with sponsorships.
NL: oplossingen voor de eventuele problemen die komen kijken bij sponsoring.
Spyware
Software that sends information about your Web surfing habits to its Web site.
NL: programma dat ongemerkt surfgedrag van internetgebruikers registreert.Target marketing
Focusing all marketing decisions on a very specific group of people a business wants to reach. NL: Alle communicative uitingen worden gebaseerd op een bepaalde consumenten.
Top of the line product
Best quality product.
NL: beste product in zijn soort.Viral campaign
Marketing technique that uses social networks to make a brand better known among customers.
NL: marketingtechniek die gebruik maakt van een social network om een merk bekender te maken.
Viral communication
Communication like a virus.
NL: virale communicatie.Viral marketing
Marketing phenomenon that facilitates and encourages people to pass along a marketing message.
NL: verspreiding van een reclameboodschap via het internet die steunt op het mechanisme van mond-op-mondreclame.
Web-based
A group of software that can be used without installing a special programme. These programmes can be used based on the world wide web.
NL: webgebaseerd is een term om een groep van computersoftware aan te duiden welke via het World Wide Web werken. De gebruiker hoeft dus geen software op zijn/haar eigen computer te installeren, maar kan via een webbrowser direct van het programma gebruik maken.
Weblogs
A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order.
NL: een weblog is een website die regelmatig vernieuwd wordt en waarop de geboden informatie in chronologische volgorde wordt weergegeven. De auteur biedt in feite een logboek van informatie die hij wil delen met zijn publiek.
Word-of-mouth
Spread information about a company of something else that is spreading from people to people.
NL: mond op mond reclame.
Add comment October 23, 2007
meeting minutes
Meeting group 205A2, Monday October 1.
Singelgrachtgebouw room 01B03, started at 11.15 am.
Mobile marketing at Music festivals
1. The chair opened the meeting.
Subject
2. The chair introduced the subject mobile marketing at music festivals.3. The group first discussed if this tool is useful. Then they discussed is people use their phone on an event. They concluded that people do use their phone.
Costs
4. The meeting discussed if mobile marketing is expansive for the company. The conclusion was that it is expansive, but when visitors pay for the message it is okay.
Way of use
5. Then Sander brought up the kind of information the messages should contain. They think that a list of the artist performing that day or the program is a good idea. 6. Then Laura brought up if it’s possible to combine this kind of marketing with the O’Neill assignment. They think it can be very useful.
Timing
7. Derita asked if they should send the message before or during the event. They discussion concluded during the event because have to get the visitors numbers first.
8. Then the meeting discussed the signing in for the message service. They decided that it should be at the beginning of the event. Then they decided that they will only use the number for one event instead of keeping the numbers for another purpose.
Closing
9. Any other business. Nothing came up for discussion.
10. Date next meeting. 12 November 2 in the afternoon, same place.
11. The chair thanked everybody for being present and closed the meeting at 11.45 am.
1 comment October 22, 2007
Narrowcasting; Any time, anywhere!
Name: Sofie Colmbijn
Class: CV205a1
versie 1
Every focus group is different and you can find them at a lot of different places. Therefore all the strategies and marketing tools are different for each project, advertisement and commercial, narrowcasting can be applied for any target group at any place.Narrowcasting already exists for a few years, but became more of a hype during the introduction of the plasma screens. Here for narrowcasting can be applied anywhere and a company can reach the consumers at a lot of places.
Narrowcasting knows a lot of other names, like digital in-store merchandising, electronic display networks, flash displays, digital media networks and electronic point of communication. All these names say the same: approaching the target group due to audiovisual displays at a particular place and time.Narrowcasting is mostly used on the Internet, but commercials in shops are also narrowcasting. Even as presentation screens in the busses, trains and trams that show news and commercial messages. Narrowcasting is mostly used on places where people are waiting, like elevators, tank stations and waiting rooms.
Interactive narrowcasting is a new way of narrowcasting. With this way of narrowcasting the customer is active in getting the information, the use of a touch screen is common. The customer can choose what kind of information they want to get.
O’Neill can make use of narrowcasting in the O’Neill shops or events. For example they can show O’Neill TV or there summer collection before the release of it. With the narrowcasting the consumer can already get familiar with the collection.
1 comment October 9, 2007
