advertising Archives: Everybody Loves Free Stuff

May 2, 2008

Thanks for the Memory!

As we learn more about our brains and how they work, we find that memory is not as good as we think it is, and it's hard to get into someone's memory in the first place. In a recent interview with developmental molecular biologist John Medina, he had a couple things to say about memory. One observation was that our memories aren't like a recording device. The actual process for 'fixing" things into our memory is complex and poorly understood. He also mentions "elaborative rehearsal" as one of the most effective way of producing memories. Basically, you can improve the chances of memory by reproducing the environment in which you first were exposed to the idea. For example, if you're sad when you learn something, being sad when you try to retrieve that memory will help you remember it better.

This concept does much to explain the effectiveness of promotional products. As a tangible item that connects people to experiences, a promotional product can reinforce a message by recreating some of the original experience. Also, because they are often items we use regularly the message is reinforced by our repeated exposure as well as the fact that we experience it in the same or similar context each time.

Below is a chart I saw in an Advertising Lab post about how to optimally space media messages. The idea is that the optimal time to remind someone of something is right before they start forgetting it. Of course, if you're paying for each exposure to the advertising message, this is a good way to minimize costs while maintaining effectiveness. For a promotional product, it may be less important because the initial purchase cost typically gets you many impressions as long as the item stays in use.

Using both principles a marketer could come up with the perfect promotional item, something that gets used in the same context repeatedly, at an interval shorter than the time they would be expected to forget the message. Bonus points for getting a product they use in the same physical or mental space they are in when making purchasing decisions.

Posted by mark at 11:24 AM. Permalink: Thanks for the Memory! | Comments (0)

February 17, 2008

The Bigger the Better: Giant Lego Guy

If you're looking for some high-impact outdoor advertising, the bigger the better. And this giant Lego guy is really big. He's also wearing a "shirt" that says "No Real Than You Are." Make of it what you will, he has these kids eating out of his oversized, cylindrical hands.

Posted by mark at 3:32 PM. Permalink: The Bigger the Better: Giant Lego Guy | Comments (0)

January 30, 2008

Bagvertising Unlimited: Hair Carry

The execution on these haircare product bags is phenomenal. They take your normal shopping gift bag and turn it on its head with braided "hair" handles. Extra points for doing bags in different hair colors.

Posted by mark at 10:50 AM. Permalink: Bagvertising Unlimited: Hair Carry | Comments (0)

January 5, 2008

Dry Floor Warning

In this outdoor ad, a water park does a twist on the wet floor sign to annouce it is temporarily closed for renovation. Their warning? Dry floor.

Posted by mark at 12:28 PM. Permalink: Dry Floor Warning | Comments (0)

December 19, 2007

Predictions 2008: Promoting During a Recession?

While we can't yet agree about whether we're in, heading into, or not facing a recession, there is consensus that the US economy is slowing down as we head into 2008. (Due to the delay in compiling data, recent recessions haven't been officially acknowledged until they were over or almost over.) The Advertising Lab recently did a nice post about advertising during a recession, including the useful graph below that charts sales growth for companies that did or did not cut advertising during tough times. Not surprisingly, companies that kept advertising (and presumably tightened their belts in other areas) did much better in the long term. In 2008, I think the same will be true of companies and their promo budgets. Companies that skimp on their trade show promos and direct mails this year may save a little cash now, but they'll be paying a steep price in the future as their more savvy competitors steal market share and brand awareness.

Posted by mark at 10:17 AM. Permalink: Predictions 2008: Promoting During a Recession? | Comments (0)

November 20, 2007

Fishvertising!

It looks like fishvertising's time has come. It isn't quite what we had imagined, but below are a couple promotions featuring live fish. On top, a promotion for a new waterproof cell phone with a display that encourages shoppers to "call the fish." On the bottom, a fish food point of purchase display that conveys its message the old-fashioned way...with fish.

And, once again, here's our updated -vertising list:

Posted by mark at 1:42 PM. Permalink: Fishvertising! | Comments (0)

November 18, 2007

Optical Illusion for Hearing Aid Packaging

Here's some pretty amazing packaging for a digital hearing aid. Using patterns on the box and the transparent sleeve, the packaging emulates a moving sound wave as it is being opened or closed. Pretty darn awesome, see it in action below. (via The Adverlab)

Posted by mark at 10:05 AM. Permalink: Optical Illusion for Hearing Aid Packaging | Comments (0)

November 7, 2007

ad:tech New York 2007: The Simplest Promo

The round stress ball: it may be the simplest promotional product in the world. It's just a squishy sphere. To be fair, there are a few different versions of the round stress ball, but it's still pretty darn simple. It's also totally appropriate for some brands, like f5 and Datran Media, who both have logos that match up quite nicely with their round stress ball promos. Never argue with something simple that works.

Posted by mark at 1:17 PM. Permalink: ad:tech New York 2007: The Simplest Promo | Comments (0)

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