Advertising and Apps: Draw Something!

The mobile pictionary style app which was recently acquired by Zynga gaming for a staggering $180 million is still going strong with around 50 million downloads. It has been something of a phenomenon. The creators, OMGPOP had released several games prior to Draw Something, but only this enjoyed instant success. Under the new Zynga umbrella updates will ensure that the game is more advertising friendly. Previous attempt include side bars and flash up advertisements that are often instantly discarded by the player. This had marketers scratching their heads. http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=13856

How could brand interaction be incorperated?

The clue is in the question. Users will notice the addition of words relevant to The Hunger Games, a film due for release on 23rd April 2012. Whether a fan of the novel it was based upon or not gamers may be forced to guess character names. The opportunity to sneak pop culture or brands into the game is a major step forward. The new version also allows drawings to be saved, sent and shared on Facebook and Twitter through iOS. An update will shortly be available for android. Advertisers will effectively see the gamer spreading the brand seed for them.

Draw Something has no competitve drive which means that gamers are in it together and want to draw at their best. The rewarded coins are currency to purchase additional colours to draw with. This friendly tone has made the app popular and hot topic. The latest updates may act as a weather vane for future developements in interaction and marketing on mobile apps.

A collection of  'The Best Of' drawings is available online and seriously, we defy anyone not to be in awe!

Direct Marketing Trends 2012 on Facebook

Direct marketing is constantly evolving in order to seek out and target the potential customer. The Direct Marketing Association posted an online catalogue of forecast predictions for 2012. The post by the Social Media Council was particularly interesting. So what did guest speaker Roger Warner, Content in Motion Managing Director have to say?



Firstly and importantly he mentioned the efficiency of measuring return on investment of using social media tools. As a system of calculation ROI is misleading; social media should not be judged as an autonomous tool, by as integrated into an overall campaign. Warner hinted that marketing budgets will have provisions for researching a more suitable method of analysis.

Warner explains that forecasts for social media in a recovering economy is particularly tricky; given that its ascension began in the recession. However he does predict that apps and platforms will continue to increase to gain momentum in their quest for direct marketing domination. Apps, and particularly mobile apps he says, will need to be considered passed their covenience factor. Facebook was given a particular mention. As user experience rapidly changes it will become increasingly difficult for brands to remain “relevant, to stay front and centre” on the Facebook timeline: https://www.facebook.com/about/timeline.

In order to gain ‘earned media’ campaigns will need to be at their best. Inclusion and discussion of brands and campaigns on social spaces will require a highly considered approach and an acknowledgement the changing trends. As a result advertising will need to step up its game. If you refer to the 'learn more about apps video' at the bottom of the timeline 'about' page you will see that Facebook apps are advertised as, "Your apps. Now with friends". The ability to share what you're listening to, brands you're using, what you're cooking or eating, where you are, what you're watching, newspaper articles you've read, personal plans and much more through apps marks a significant change in Facebook.

The Guardian app for example allows access to articles through Facebook. Each article visibly clocks up the number of readers through Facebook and posts the article onto the readers timeline. As Warner identifies, this will make the competition of mention fierce amongst users, even between friends.
https://www.facebook.com/about/timeline/apps

Twitter Marketing Tutorial

Twitter which was created by Jack Dorsey in San Francisco, California is now in its sixth year of existence. The microblogging site which offers social media marketing and is now more important than ever. Small businesses can benefit from using a Twitter account as the site searches for potential followers by matching interests. The marketer is then charged when a product or service is interacted with. This means adverts that simply appear to a user but are ignored do not cost the business. This is a very cost effective way of reaching a targeted audience. This short video offers a step by step guide to maximising the use of Twitter. It also offers an explanation for those who are not already keen Tweeters.

Kent Business: An Essential Read.

Kent Business is the largest business publication in the County and has been since 1993. The publication is released at the beginning of every month and the latest edition can be viewed online. “Kent Business is circulated once a month with KM paid-for weekly newspapers such as Kent Messenger, Kentish Gazette, Kentish Express and Dartford & Gravesend Messenger. This provides a circulation of 75,255 and a readership of 219,639. In addition copies are distributed to members of the Chamber of Commerce, Federation of Small Businesses and the Institute of Directors, as well as at key B2B events held in the county.”[i] The Publication includes:

• Topical business news and looks in detail at its implication for local businesses.

• Profiles on local business personalities and their companies.

• Commentary pieces from leading business organisations such as the CBI, Federation of Small Businesses, Institute of Directors, Chamber of Commerce and the Bank of England.

• In-depth features on a variety of subjects key to running a successful business. Issues contain the latest information, written by experts, on the following areas; Law, Finance, Commercial Property, Creative/Marketing & Media and the Olympics.

• Regular updates on Health and Safety, Employment Issues, Environmental Issues, Corporate Hospitality, IT/Technology and Exporting.[ii]

It is important that local advertising solutions are not overlooked. A business publication is an opportune place to advertise luxury brands as many readers are successful business owners.The themed and featured pages cover Legal, Health and Safety, Private Wealth, Financial Management, Employing People, Environmental Issues, IT & Communications, Corporate Hospitality, Finance and Marketing. The Kentonline media pack as hyperlinked below contains a tabled calendar of what will be covered each month.

A four page wrap that includes front page coverage can be purchased for £5000 or there are lower scale advertising options. The KM group is well trusted, highly popular and understands the localness factor. Kent Business is an important read if you are in business locally to keep up to speed with the latest trends. For more information see: http://www.kentonline.co.uk/kentonline/media_pack.aspx

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[i] http://85.133.4.237/features/mediapack2011/KentBusinessMediaPackFeb2012.pdf

[ii] http://85.133.4.237/features/mediapack2011/KentBusinessMediaPackFeb2012.pdf

QR Codes in Marketing

Are marketers missing opportunities with QR codes?

In order to scan a QR code, you need a smartphone with a camera and a suitable app. The idea is that mobile phones can be used to scan the codes on the go. The happy snapper is then transported to a webpage, receives a Vcard, makes a phone call and possibly more. If used well, the codes are an excellent marketing device which can transport potential customers direct to selected pages. Craig Villamor and Brad Frost writing for the Guardian last month observed the faux pas of using QR codes. Chiefly they found that advertisers had placed them in a whole host of impractical places. These ranged from on moving transport, the far side of a train track and high billboards. “Some of the most surprising places we've seen the codes appear are on tombstones, rooftops, cupcakes, and condoms. Our most popular post shows a small plane pulling a QR code across the sky. The captions practically write themselves.”

It is obvious then that to maximise their potential, QR cards must be placed in accessible places. Not only this but they should only be present in areas with internet access. Underground stations for example have little or no phone reception, let alone 3G or 4G. Of course QR codes are not only useful for advertising; they can also engage the public with information and correspondence. Early last year The National Museum of Scotland placed QR codes on 70 of their items to encourage interaction and build a historic diary. Visitors could access a range of facts and tales and also leave digital memories in a shared collection.
http://www.nms.ac.uk/about_us/about_us/social_media.aspx

QR codes are popular in Japan, but they are fairly new here and in the States. Marketers must get to grips with them fast and utilise their gateway of communication. Interaction is extremely important, and the quality is integral. Recent discussion has surrounded the merits of supermarket websites as opposed to their volume of traffic. M&S has done particularly well and it seems, more customers remain loyal when they are offered the opportunity to interact and be heard. These are all important lessons for the marketer. QR codes may not enjoy immortality but as the “next big thing” they should be embraced at lightning speed.

Uses for the QR code include, business cards, posters, websites, on labels, for WiFi connection, T-shirts, the possibilities are endless. For more information see:13 Creative Ways to Use QR Codes. In addition it is essential that QR codes are not just slapped onto merchandise and ad campaigns but that their purpose is explained. According to MarketingWeek.co.uk around a quarter of consumers had not used QR codes because they did not understand them. Around half of consumers did not have the correct device leaving the other half as a potential market. QR codes therefore must be explained, placed where they are accessible and offer a range of useful, fun and interactive services. Only then can their potential be realised.

Let Your Body Talk: Interview Tips

Body language is hugely important for making an excellent first impression. If you are easily intimidated or unnerved, practising a confident pose will help to calm you and mask your anxieties. We all know the importance of a firm hand shake and warm introduction, but remember that downward facing palm shows dominance, as an upward facing palm shows submission. A level sideways palm is demonstrable of equality.

Proximity can tell a person how comfortable you are in their space, although this must be professional and there may be cultural exemptions to this rule. Usually there will be a table separating the interviewer and interviewee. This will allow your bottom half to display some tension whilst you concentrate on your top half.

A lowered head can indicate that you are shy, hiding something or even thinking to yourself, none of these inferences are desirable.

Crossed arms suggest nerves or a lack of ease with your own body. This pose also closes you off to social influence. It is best to keep your arms uncrossed for the duration of the interview. In addition a closed hand or hand to your mouth shows irritation or nerves. Keep arms down or out and palms turned up to exhibit openness and confidence. Keep your shoulders loose. Breathe deeply and slowly to assist relaxation.

Remember interviewers maybe nervous themselves as generally interviewing not a commopractise. The most assured candidates are the most likely to make the interviewer feel at ease and will therefore stand out.
Avoid putting your hands on your hips as this displays impatience or fatigue.

Eye contact is essential; although you should not stare relentlessly, continuous eye contact is important. Avoid long breaks of eye contact, staring into space or looking to the side; this can be a display of dishonesty or lack of interest. Squinted eyes are symptomatic of confusion or trying to understand what is being said. If you find yourself squinting be sure to follow up with a request for clarity. It is better to ask questions as it shows a desire to be knowledgeable and clear. Moreover your eyes should smile along with your mouth in order to be genuine.

Assertive body language is smooth and under control. Movement and voice are used harmoniously and in time, despite perhaps speaking passionately. Maintain a lack of extremes in your voice. However, the sound should not become monotonous; variations in volume and pitch should be well executed and display warmth and friendliness.

Holding a similar pose to the interviewer demonstrates an interest in establishing a rapport with them. Although be wary not to mirror movement.

An interviewer will be looking for “the one”. Aim to demonstrate your capabilities and personality with a smile, a relaxed pose and good eye contact. You want to convey an engaged, confident disposition at all times. Your charisma may determine your suitability to the position.

The Media in Court Prodeedings: By Royal Invitation

It has long been on the cards, gained wide support and now it is expected to be included in the Queen’s May speech. Repealing or modifying s 41 of the Criminal Justice Act 1925 and s 9 of the Contempt of Court Act 1981 would make the court more accessible to the media. Despite open support from Jonathan Caplan QC in 1989 and later the Lord Chancellor, Derry Irvine, the transition has yet to be implemented.  A few Court of Appeal cases were filmed back in 2004 but none were aired. Then despite the Bar Council’s favourable reception to Charlie Faulkner’s consultation in 2005 momentum remained idle.

In September 2011 Ken Clarke, The Justice Secretary who doubles up as Lord Chancellor, indicated that the blanket ban of cameras in the court room would be lifted. He said, “I think cameras in court are worth a try, indeed I think they are a good ideas because you have to demystify the process and there’s no good reason for not allowing people to see the judge, hear the sentence, hear the sentence in the judge’s own words, with his explanation rather than perhaps the way it might be reported afterwards”. So now the media waits with bated breath for details contained in the forthcoming Queen’s speech.

Evaluating the merits of for and against arguments communicates the reasoning behind such slow development. Those in favour, advocate the importance of openness and public awareness of judicial decision making. Members of the public already have access to the gallery of the court, with the exception of some anonymity cases and so a camera would simply be an extension of this. The lobbying on this matter suggests that filming would be initially confined to the Court of Appeal and to the judges final summing up (the judgment) of cases. This would significantly improve clarity as journalists would not need to memorise many elementary details between court and broadcast.

The Supreme Court which began to hear proceedings in October 2009 was fitted with cameras and already allows live filming which can be viewed online. An archive of filmed judgments allows an individual that may have misgivings over an outcome an insight into the reasoning behind the decision. There are many themes, principles and tests that judges are confined to, which arise from legislation and previous cases (precedent) and these constraints do not always allow natural justice.  This would be far better understood if the process could be widely viewed.

A major concern is the protection of anonymity and the vulnerable. This worry is unfounded. The media already creates enough of a storm with incorrect details and out of context snippets and quotes; availability of the full judgment would provide clarity. In addition it is high priority to those who propose change that anonymity cases have sufficient safeguards. Such cases already exhibit letters in the place of names and it is unlikely many of these cases will be deemed suitable for the camera.

The anonymity of jurors is also grounds for contention, however juries are not present in cases above The High Court and so this is an irrelevant argument at this point. Should the move remain restricted to Court of Appeal and The Supreme Court the judgments, the focus would be solely on erred points of law. With each level the trial element fades. Filming of defendants, victims or jurors would not need to be discussed unless cameras were allowed into the Crown Court for the length of the trial. It is a possibility further along the line however; Ken Clarke pledged to “proceed cautiously”.

Another worry is the slippery slope to a media circus and sensationalism by those present in the court. The OJ Simpson trial is a classic example of this. The American murder trial mutated into primetime television entertainment and this undermined justice. The private civil case afterwards had a very different outcome. I filming later progressed to include more than the judgment, there is a fear that judges, jurors, witnesses and defendants may be tempted to act up to the camera. Not only would justice be jeopardised but so too would the integrity of the justice system.

However a lot has been learned since the OJ Simpson trial and proceeding cautiously should allay future anxieties. Awareness of these issues is the first step to ensuring their prevention. Keir Starmer, Director of Public Prosecutions, is in favour of judgments, sentencing and the closing remarks of criminal cases being filmed, "OJ is always given as the example of sensationalism, but a lot of lessons have been learned since then".

In addition as any court reporter will tell you, the court room is often a dull space filled with boring periods with occasional peak of excitement. In order to make compelling viewing from the day to day grind, there would need to be a limited selection of cases which were edited at supersonic speed and monumental length.  Public viewing always holds the potential for theatrics, but it can also ensure correct conduct.

Whatever happens a monumental change for the media in court proceedings is assured.