footlongs

Made-Up Word Advertising — “Retina Display” — is how Apple Launches New Products

A made-up word “retina display” had every major blog and news outlet scrambling to help explain what it was. Nearly 1.1 Million search results in 19 hours. It was covered on every evening news; look closely at the thousands of related news articles, etc.  And all the major, powerful sites like Gizmodo, MacRumors, Engadget, etc. covered the event.  Similarly 1.2 million search results on the “one more thing” feature — video calling on the iPhone called FaceTime. All entirely free primetime coverage — talk about the tens of millions of impressions achieved with NO media cost — they can definitely used the money saved to ensure Steve Job’s next keynote will have sufficient WiFi bandwidth for all those live blogging the event.

Look at the following graph of relative search volume. The spike in search volume for All-You-Can-Jet (in red) is about 4X higher than the orange line (Footlongs). And the blue line for “retina display”  is 8X. Consider the cost of the paid TV media campaign supporting Subway’s Footlongs compared to the cost savings of the social media launch of JetBlue’s All-You-Can-Jet Pass and the no cost media for Apple.

Of course, not all companies will achieve the same mass coverage, but the techniques for product launches can be the same. Footlongs is an expensive paid media campaign by Subway and note how low the orange line is compared to the TWO no-cost launches.

And one more graph that shows Drobo plus 2 social media success stories — Groupon and FourSquare that even blow away Apple’s retina display — all for FREE.

Other notable examples of using made-up word advertising include JetBlue’s All-you-Can-Jet Pass and Subway’s Footlongs. Further details about JetBlue’s launch of the All-You-Can-Jet Pass is here – http://go-digital.net/blog/2009/08/jetblue-all-you-can-jet-pass/

Earlier unfiltered results on Google within 10 hours of launch — there are 3.9 Million results which will be de-duped overnight.

Day 1 Stats – page 1 position 3 in 44.6 million results

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Tuesday, June 8th, 2010 Branding, integrated marketing 1 Comment

lift in search due to paid TV advertising

List of 2009 Superbowl spots on AdAge.com

http://adage.com/superbowl09/article?article_id=134136

Lift in search is a great indicator of interest. Modern consumers may be inspired by TV ads, but they usually go online to do more research for themselves, to inform their own purchase decision. The following examples show the lift in search after Superbowl commercials or for launch of products like Subway Footlongs. The use of unique, made-up words makes it easier to detect lift in search (see related post: made up words are great for tracking buzz and search volume ). There is now a correlation between offline paid advertising and online behaviors of modern consumers that can be tracked and ultimately related to sales.

What is harder to do is track lift in search from smaller TV media buys or from terms which are generic — e.g. American Express OPEN, Proctor & Gamble’s TAG (men’s deoorant), etc. And furthermore, people may or may not remember the brand name itself and may type in a more general search query — e.g. “talking baby” instead of” e-Trade” or “dancing lizards” instead of “SoBe LifeWater.” And most people usually forget to type in special URLs specified in the ads. So the opportunity is to 1) use made-up words which can be used to detect lift in search and 2) search-optimize around other more generic terms that people may search for if they remembered the ad, but did not remember the brand name itself.

key learnings include:

1. only the superbowl TV ads generates enough awareness to drive lift in search volume detectable above the noise or normal levels

2. made up words are useful in correlating paid advertising and subsequent online actions (e.g. search) because most users forget or are too lazy to type special URLs

3. is is always better to have real analytics from the site to see when paid campaigns hit; site analytics will also reveal more information about users including demographic information, what they are looking for, and even whether they “convert” to a sale or a desired action — like print off a coupon, etc.

Notice the January spikes for several of the examples below — these are their Superbowl ads in action. But also notice how sharp the spikes are — most of them go back to prior levels within 1 – 3 days (see related post: the ephemerality of the Superbowl halo )

Source: Google Insights for Search

footlongs

jackinthebox

dennys

ecoimagination

godaddy1

lifewater

drinkability

etrade

cash4gold

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

made up words are great for tracking blog buzz and search volume

can anyone tell when Subway launched their new ad campaign?

footlongs

and GE’s Ecoimagination brand campaign?

ecoimagination

compare this to American Express, which chose the word “Open” for their small business credit card.

open-trend

if users DID type in “american express open” it might be easier to detect.

amex-open

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Monday, January 19th, 2009 digital, marketing 2 Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

Augustine Fou portrait
http://twitter.com/acfou
Send Tips: tips@go-digital.net
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing