Insight on Business News Hour with Michael Libbie is our look at the world of advertising, marketing and consumer trends. We'll spend an hour writing about our thoughts and opinions and you get to spend ten minutes reading and then, perhaps, using something from our work. It's our craft and we love sharing. Thanks to Bindery One and NatraTurf for their continued support. Today:
Using Stock Photography
We're guilty of it...and so are many advertising agencies. Usually the reason we, and some businesses use stock photos is because of perceived cost. The client doesn't want to shell out the cash for us to do the original photo session. Sometimes it works and sometimes... (Click on the photos to enlarge.)
This week we received two different mailers, on the same day. Both were for local heating and air-conditioning companies. (above left) Aaron noticed it right away and shared it with me. Notice the image. It's the same stock photo. (R) Maybe not such a big deal..but the same type of companies, in the same town, sending out on the same week. Want to see how WE almost got caught doing the same thing? Follow this link to the Insight Advertising, Marketing & Communications blog to see what nearly happened with some dog food packaging we did years ago. Best advice...use original photos...you'll thank me for it in the end.
How is this one for you? We were sent this image yesterday of a billboard campaign. I don't have to comment...but how ironic. In addition, we didn't take the photo and have NO idea if it is original...but it wouldn't surprise us. Another thing to be careful of...when buying outdoor media ask who else might be using the space and if there are contracts on the boards you're after. Ya...think?
Sabra Hummus and Twitter Use
On Wednesday Sabra, the company that makes some fantastic hummus in all sorts of yummy flavors, announced a Twitter contest. They gave "Tweeps" (that would be those of us who use Twitter) until 12:AM on Thursday to send in a photo of Sabra sitting in their fridge: "The first 300 who send us a photo gets a $1 off coupon." (Ours is here and yes we scored a coupon.) I was interested in their campaign, how it worked and their insight on social media. Here is the conversation I had with Ben Lebowitz who is on the team working the campaigns for Sabra. @Sabra on Twitter.
- What was your overall goal? - "We constantly strive to encourage the on-line culture that keeps our followers checking in with our Tweets on a daily basis. Incorporateing promotions and contests of this kind did exactly that, and we definitely plan to execute similar promotions, but with more enticing incentives."
- How long did this take you to flesh out? - "This was a test promotion. We wanted to see if offering any incentive to take a picture of Sabra in your fridge would prove any success and it was a learning experience for us. We did not reach our goal of 300, but we did get a nice percentage of response, which ended up leveraging our total reach in yesterday's tweets to nearly 40,000 impressions."
- Were you pleased with the results? - "We definitely were. We gained five-times the normal amount of followers we normally gain in a 24-hour period and the overall engagement of our on-line community has seemingly grown stronger."
- How many folks in your Social Media Team? - "Sabra has a strong social media team, with at least two people dedicated to the strategy full-time."
A couple of quick observations: 1) This was a low cost way to connect with the most ardent fans of Sabra who, like us, will talk about it. Think residual value. 2) Remember, Sabra is a national brand and they didn't get 300 folks to send in a photo...but they did get bounce. This means nearly anything you do that will connect with your core audience is worth the effort. 3) We think that the images they received would be a "hoot" for a future on-line piece for their website. "Sabra, taking a peak into your fridge."..or something like that. Again, residual value. One other thing: We were amazed that Ben was so willing to discuss the campaign. So many companies hide under some "policy". But, remember in this world of social media consumers run much of the marketing...opening up...it was a very smart thing to. Thanks. One more: If you want to see how NUTS we are about Sabra...here is a video we did last year... "In Search of Sabra Jalapeno Hummus!" Pay close attention to the end...and watch Kizzy Bird nod in agreement.
That's It...and Thank You!
Must share this with you....now. Thanks for coming by and, perhaps, learning something for your business. If you would like to leave a comment here...feel free. And we can connect on Twitter, @InsightADV or we've also got this Facebook Page Thingy... Have a great Friday and a fantastic weekend! - Michael