Big Marketing Ideas Blog


Tuesday, February 17, 2009

JDM Celebrates 2-Year Incorporation Anniversary

JDMToday, February 17, 2009, JDM is celebrating our 2-year incorporation anniversary. A big thanks goes out to our fantastic clients and talented marketing team for helping us reach and exceed our business goals over the last year.

JDM reaches this milestone as proof their business model of no-nonsense, up-front pricing coupled with innovative marketing services are a better way to run a marketing firm.

While many marketing firms are unable to remain profitable in this economic downturn, JDM is well positioned for growth in 2009 and for radical expansion in 2010. Our plan is to chum the water and pinch our pennies in 2009. We'll own the market in 2010.

So, what’s next for JDM?

JDM is aggressively building out it's associate base though our new Careers page. We're also further expanding our service offering to include mobile marketing, mobile websites, social networking and offline public relations.

Happy birthday, JDM!

Read the full release in our
Media Center.

Monday, February 16, 2009

The Future of Mobile

There are currently about 3.2 billion mobile subscribers in the world, and that number is expected to grow by at least a billion in the next few years. Today, mobile phones are more prevalent than cars (about 800 million registered vehicles in the world) and credit cards (only 1.4 billion of those). While it took 100 years for landline phones to spread to more than 80% of the countries in the world, their wireless descendants did it in 16. And fewer teens are wearing watches now because they use their phones to tell time instead. So it's safe to say that the mobile phone may be the most prolific consumer product ever invented.

However, have you ever considered just exactly how powerful these ubiquitous devices are? The phone that you have in your pocket, pack, or handbag is probably ten times more powerful than the PC you had on your desk only 8 or 9 years ago. It has a range of sensors that would do a Martian lander proud: a clock, power sensor (how low is that battery?), thermometer (because batteries charge poorly at low temperatures), and light meter (to determine screen backlighting) on the more basic phones; a location sensor, accelerometer (detects vector and velocity of motion), and a GPS navigator. And most importantly, it is by its very nature, always connected.

Project these trends out another ten years. You will be carrying with you, 24x7, a very powerful, always connected, sensor-rich device. And the cool thing is, so will everyone else. So what are you going to do with it that you aren't doing now? Here are some possibilities:

Smart alerts:
Your phone will be smart about your situation and alert you when something needs your attention. This is already happening today -- eBay can text you when you've been outbid, and alert services (such as Google News) can deliver news, sports, or stock updates to you. In the future these applications will get smarter, patiently monitoring your personalized preferences (which will be stored in the network cloud) and delivering only the information you desire. One very useful scenario: your phone knows that you are heading downtown for dinner, and alerts you of transit conditions or the best places to park.

Augmented reality:

Your phone uses its arsenal of sensors to understand your situation and provide you information that might be useful. For example, do you really want to know how much is that doggy in the window? Your phone, with its GPS and compass, knows what you are looking at, so it can tell you before you even ask. Plus, what breed it is and the best way to train him.

Crowd sourcing goes mainstream:

Your phone is your omnipresent microphone to the world, a way to publish pictures, emails, texts, Twitters, and blog entries. When everyone else is doing the same, you have a world where people from every corner of the planet are covering their experiences in real-time. That massive amount of content gets archived, sorted, and re-deployed to other people in new and interesting ways. Ask the web for the most interesting sites in your vicinity, and your phone shows you reviews and pictures that people have uploaded of nearby attractions. Like what you see? It will send you directions on how to get there.

Sensors everywhere:

Your phone knows a lot about the world around you. If you take that intelligence and combine it in the cloud with that of every other phone, we have an incredible snapshot of what is going on in the world right now. Weather updates can be based on not hundreds of sensors, but hundreds of millions. Traffic reports can be based not on helicopters and road sensors, but on the density, speed, and direction of the phones (and people) stuck in the traffic jams.

Tool for development:

Your phone may be more than just a convenience, it may be your livelihood. Already, this is true for people in many parts of the world: in southern India, fishermen use text messaging to find the best markets for their daily catch, in South Africa, sugar farmers can receive text messages advising them on how much to irrigate their crops, and throughout sub-Saharan Africa entrepreneurs with mobile phones become phone operators, bringing communications to their villages. These innovations will only increase in the future, as mobile phones become the linchpin for greater economic development.

The future-proof device:

Your phone will open up, as the Internet already has, so it will be easy for developers to create or improve applications and content. The ones that you care about get automatically installed on your phone. Let's say you have a piece of software on your phone to improve power management (and therefore battery life). Let's say a developer makes an improvement to the software. The update gets automatically installed on your phone, without you lifting a finger. Your phone actually gets better over time.

Now, if we can just train it to do your laundry ...

Learn more about text-based mobile marketing in "Short Codes :: Mobile Text2Lead."

Friday, February 13, 2009

Valentine's Day Marketing Ideas

Like most holidays, Valentine's Day brings out the worst, most hackneyed and cliche-ridden marketing programs of the year.

Thumbs down to everyone who wants their client to offer a "sweetheart deal" or run a heart-shaped ad with "we love our customers!!!" in a diagonal banner (Note the three exclamation marks, so much more effective than just one!!!).

Here's a few Big Marketing Ideas to help you get away from the cliche.

Idea :: Be Mine on a Dime
A new bakery sends locals a tiny, heart-shaped box on Valentine's Day. It contains a single chocolate and a tiny card. The outside copy reads: "Will you be my valentine?" The inside copy reads, "If you say yes, I'll give you 15% off any box of chocolates between now and the end of the month".

Clever, personal and useful.

Idea :: Rehab is for Quitters!
A rehab center runs an ad with a stunning woman looking straight into the camera with the headline: "Wouldn't you like to be my Valentine?". The body of the ad would go on to say that, if you accept the invitation, you could join her in getting really wasted, wrecking your car, losing your job, making yourself sick, destroying your marriage, etc. The point is that not every alcoholic or drug addict is homeless and rough looking ... at least, not at first. Get help now, etc.

Now that's a good use of a topical opportunity, powerful, unusual, counter-intuitive messaging.

Idea :: A Call to Tardy Cupids
A flower delivery service runs a radio ad on Valentine's Day saying "Okay, so it's Valentine's Day and you got nothin'. No flowers, no card, no candies - nothin'. Buddy, we're about to save your butt." Ad goes on to explain how they have operators standing by, ready to take emergency orders for their Last Minute Package - flowers, candy and a nice card with her name and your name pre-printed. Order by two PM and receive delivery by six PM.

Brilliant--albeit logistically tricky.

Have a Happy Valentine's Day Big Marketing Ideas readers!

Wednesday, February 11, 2009

A Lesson for Economists from Marketers Regarding Stimulus Bill

The stimulus package in recent days has come under more scrutiny for its jumbled contents than for its colossal size. President Obama said it himself; there is no silver bullet that’s going to fix the economy. That’s the problem with economics—it’s not a science. You have to arrive at solutions though intuition and a lot of iteration. What else does that sound like? Marketing.

Marketers have a huge number of tools in our toolbox just as economists do. We use Advertising, Public Relations, Direct, Outdoor, Online, Mobile, Broadcast, Print, etc. while our economic counterparts can use (with legislative approval) bonuses, interest rates, bailouts, tax cuts, spending, earmarks, etc.

What’s true for marketing is also true for economics—they are not sciences. In either case, you can’t test your hypothesis under controlled circumstances so that means a whole-lota-guessing and measuring.

Unlike economists, when marketers approach a campaign with specific objectives, the goal is to maximize the budget effectiveness by spreading it wide enough to cover all necessary bases, while narrow enough so the marketing investment is substantial enough to have a positive impact.

The proposed stimulus bill (or bills) is spreading the budget in much the same way a marketing campaign would. What marketers do well and economists do rarely however is carefully measure the effectiveness of each of the tools utilized. When a tool is found to be highly effective, marketers supplement its budget. When a different tool is found ineffective its budget is cut back.

Regardless of the form of the final approved stimulus bill, I hope our country’s economists will closely measure each and every penny spent as part of this stimulus to see where our tax dollars are or are not effective and act accordingly.

In the end, I hope they’ll be held as accountable as we, marketers, are. But I won’t hold my breath.

Tuesday, February 3, 2009

Super Bowl Ads Becoming the Corporate Jet of Marketing?

This year Super Bowl ads ran a whopping $3 million dollars per 30-second spot. Although ads have run more than $3 million per spot in the past, this year marks the highest starting price to date. The question becomes, in an economy like this, does this kind of marketing convey stability and positive Branding or are Super Bowl ads becoming the corporate jet of marketing?

If you missed the game, check out JDM's Top 10 Super Bowl Ads of 2009.

Few would argue the game this year was more exciting than the commercials, but at such a hefty price tag, consumer cynicism must be on marketer's minds. It's simply naive to think consumers won't find businesses spending this kind of money on ads after massive layoffs shameful.

As the corporate jet was a symbol of corporate success, power and influence in the 80's and 90's, so too were Super Bowl ads. They have astonished audiences every year for decades. Today, however, those times are over. The corporate jet is now a symbol of corporate greed, mismanagement and misplaced priorities. Perhaps it's time marketers understood that $3 million dollar super bowl ads will soon position their Brands in a similar light as the super corporate jet.

Miller's ads prior to the game say it all. "$3 Millions Dollars per 30 Seconds?! That's $100,000 a second! Our ads should be 1-second long and just say 'Yeah!'"

Well said, beer delivery man!

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