Print has been a staple of advertising since the beginning, but with the widespread adoption of the Internet and social media, it’s now the first to be cut from a marketing plan to save costs. One of the main benefits that online advertising currently provides over print is interactivity with an audience.
Many advertising professionals suggest that print is dead, but according to Forbes, print is a “powerful and necessary component of a modern ad campaign”. Print’s advantages include tangibility, credibility, branding, target marketing and, in some instances, engagement.
Check out this Forbes article for their rationale.
Forbes suggests using QR codes to help bridge the gap between print and web. Although a great tool, QR codes need to be used with caution, as they take the user away from your ad. Below are a few examples of how you can reap the benefits of print, while harnessing some of the valuable interactivity of the web.
Lexus ad using CinePrint technology:
We were recently asked a great question: What online businesses, or business models interest you the most right now? Why?
Although the future of e-business is constantly changing and sometimes unpredictable, here is how we responded and where we’d place our chips if we had to:
App Development (iPhone, Smartphones, Blackberries): App development will of course become more and more advanced. We’d put some of our eggs in this basket. Expect better–and more–integration in this field in the future.
Affiliate Marketing (Pay-Per-Click Advertising): Here, you pay contractors to market / advertise your product any way they can using Google ads, Facebook ads, banner ads…the works! This has been a staple of online advertising and marketing for about 10 years now, and it still has compelling force.
Group Buying Sites (Groupon, TeamBuy, Living Social, ethicalDeal, Swarmjam, Goya deal, etc.): It should be noted that a lot of us in the office don’t think this model has legs. In fact, Groupon is already sliding downhill fast. With that said, it is a huge money-making machine right now that cannot be ignored. Although it is not sustainable in the long term, its foreseeable short term success is another story. In fact, Groupon’s founder has even has even been quoted saying something to this effect. Here is an interesting video with further insights on the instability behind the Groupon model: http://www.ustream.tv/recorded/18314764
Geo-Targeting: Geo-Targeting aims to take the idea of Foursquare, a location based “check in” social network used on your smartphone, and integrate it into everything you do. Physically check in with your phone and redeem incentives. This looks promising for businesses because it can be used for heavy consumer based businesses such as shopping malls, boutique stores and restaurants. The opportunities are endless. Imagine removing the limitations that surfaced when you were previously attempting to bridge that gap between online and offline. Further to this point, the future of this technology is in RFID tags. For more information on this, you can follow the link to one of our previous blog posts on this subject: http://www.eclipsecreative.ca/blog/?p=957
Social Media / Social Development: Nothing new here, but social media is of course extremely popular and cannot be ignored. In the future, you can expect deeper, crazier integration in Facebook, Twitter, Youtube, Reddit, StumbleUpon, and LinkedIn. You are likely to see more apps, better-targeted ads and highly customizable experiences.
Google +: This should technically be lumped in with the “social media” category above because it is in fact a social network. With that being said, Google + is making waves right now. Especially with their new “Brand pages” that launched just a week and a half ago. Some first movers in marketing are all over this and we’ll be seeing much more of Google + in the future.
Future “viral, multiplayer and/or interactive” content: A lot of big business and consumer product R&D is being invested in multiplayer environments. An example of this can be seen in the video game “The Sims”. Remember this game? The Sims started on your PC and was a 1 to 1 experience on your computer. Now, The Sims has jumped into a virtual community and can be played off your Facebook profile. Here you interact with other “Sims”, aka people online, in a real-time virtual environment. This is also happening with future sports games (FIFA, NHL, Madden, etc.), and was driven from the success of multiplayer games like Call of Duty on PS3. It makes sense. With critical mass, you’ve got opportunities to make money. Call of Duty has officially become a social staple among men of all ages. We see big money in the future in viral/interactive business. Imagine this on a consumer level. Soon you will be able to use your little avatar to virtually cruise around in a store or shopping mall (using Google Street View like technology) in real time online from the comfort of your sofa. You will be able to buy product, remove inventory from the shelves and ship it to your house.
Here are a couple other great examples of this interactive multiplayer environment:
What do you think is in store when it comes to the future of E-business? Do you disagree with any of these assumptions? We’d love to hear from you.
Earlier this month, a partnership between social network giant Facebook and retail giant Walmart was announced. Making social media history, Walmart will make individual Facebook pages for each retail location—3500 pages to be exact.
You can read all about it here.
From a branding perspective, Walmart hopes to mask their mass corporation image by creating local fan pages so their shoppers can have personalized offers based on the type of products they “like.” The idea behind it, of course, is to increase consumer confidence and grow their brand. (more…)
Last week we challenged our fellow local ad agencies to a planking dual (to see the mission and rules, see our previous blog entry). Well, the results are in, and the winner of the summer 2011 Agency #Plankoff goes to … (more…)
playing on sex appeal
or even targeting keen, young tastes.
Tobacco advertising has of course become much more ridged over the years as the EU and the WHO have both specified that it shouldn’t be allowed. More recently, some countries have also imposed legal requirements on tobacco packs.
Last month, Australia drafted laws that would ban branding of any kind from tobacco packaging; these laws are unprecedented anywhere in the world. This new regulation will prohibit cigarettes from displaying any logos, branding, colors, and promotional text. It will standardize color, font, and size of type and force mandatory health warnings on 75% of the front and 90% of the back of packaging. All packaging will be forced to have an olive green base color (research has shown smokers find this color least attractive on packaging). Removing the brand display and replacing it with a standard green package and images of rotting human gums and lungs will make this the toughest anti-tobacco campaign in the world.
The idea behind this law is obviously to deter current and new smokers from smoking—essentially removing the glamour. And boy, does it ever— (more…)
A couple Eclipsers had the pleasure of meeting the local legend, better known as The King of Furniture, last night at the A Channel Creative Awards. Gordy Dodd has been in the Furniture and Mattress business serving Victoria and the Island for over 30 years, and has been an active member in the community both on and off camera.
You’ve all seen his very successful local television ads such as The Outrageous Overstock Bulk or I Dance Because you Save and most of you can probably sing his jingle by heart, but many of you may not be as familiar with how or when he began his business in Canada or the extent of his community outreach.
Gordy and his wife immigrated to Canada in 1977 with only $14 between the two of them, and since then have grown Dodd’s Furniture and Mattress business into what it is today. Because of the overwhelming support received from Islanders over the years, Dodd describes himself as a man who owes so much to the community, and is always striving to give back in any way he can.
For over 10 years, Gordy has been hosting a community Thanksgiving dinner at Dodds, and last year, he hosted his first ever Annual Christmas Dinner. Early in 2010, Gordy raised $35,000 by putting himself 15 metres up in the air on a crane for 12 freezing hours to raise awareness for the earthquake victims of Haiti. Tomorrow, Saturday April 2nd, he’s up to his old tricks. (more…)
Juniper Park is based in Toronto. It has a number of major clients, like Quaker Foods, Virgin Mobile Canada, and Frito-Lay. It has won a bucket of accolades from the Effie Awards, Canadian Newspaper Association’s Extra Awards, the Canadian Marketing Association Awards, Communication Arts and Applied Arts, and has talent lined up in the lobby scratching their heads trying to figure out what it takes to get an interview.
Derek and Laurent, two young Joes from Toronto, went on a mission to get a job at Juniper. They pondered the question, what does it take to get a job at an award-winning agency like Juniper Park?
One Saturday afternoon, these two legends set up camp in the lobby of Juniper Park and created a video in hopes to win a seat at the agency. Their video is unscripted, low-budget, and very clever. Made with only a black marker, white construction paper, and a video camera, this video is bound to leave you feeling warm, fuzzy and inspired. Their video is actually an intro to their site, which gives you a chance to warm up to them and see the awesome work they have done in the past.
They asked, “How do you impress an agency on a shoe-string budget?” Well, let them show you here: http://willderekandlaurentgetajobatjuniperpark.com/
So, did Derek and Laurent get a job you ask? (more…)
We are always searching for great copywriting examples to show our clients. We usually show them how a simple brochure, website or campaign can be completely transformed into something great with well-written copy.
Now with CBC’s release of the Team Canada hockey motto, our job may become a little easier if only we can reference this wonderful piece every time.
Below is the English version of the credo written by coach Mike Babcock that adorned a wall in the Team Canada dressing room (more…)
I was recently reading an article in Douglas Magazine about how to reduce environmental impact in the workplace and came across an innovation that I found quite interesting. Ecofont, developed by Dutch communications company SPRANQ (www.spranq.eu), is a font designed to save you money and reduce waste. It achieves this by (more…)
To wrap up the holiday season, we thought we’d review the wave of 2009 agency christmas cards. For many people, especially those in the creative field, holiday cards are something to take pride in. This year we had a lot of fun with our holiday e-greeting – we dressed up in festive sweaters and crammed into a tiny Wal-Mart portrait studio to take an Eclipse “family” portrait. (more…)
If you are reading this blog post, it means that you have already been introduced to our new website. Our main goal with the new site was to showcase our services and work and also to give you, the visitor, a stronger understanding of the Eclipse brand. We’ve also incorporated the newest website design and social media trends.
Redesigning your website is an investment into your online brand, allowing you to connect with your audience using web 2.0 standards. Here are our top five reasons to redesign your website.
1.) Stay Current
Technology and social media is changing at an incredibly fast rate, so it’s important that your online presence stays current with the latest trends.
2.) Fulfill Your Brand Promise
A professionally designed web site is an extension of your brand, your site becomes part of the experience of doing business with you. A professional image online will separate you from the competition as the supplier of choice.
3.) Enhance your Search Engine Optimization (SEO)
One of the hardest decisions your business faces when optimizing your new site is balancing a healthy medium of bells and whistles using flash, and keeping room for the bare essentials of HTML content for driving web traffic. Finding that happy medium will help make all the difference.
4.) Improve Aesthetic Appeal
If a fresh set of eyes cannot immediately notice your visual improvements throughout the first phases of your site’s redesign – scratch everything and go back to the drawing board.
5.) Ease of Navigation
There is nothing more annoying then having to think while trying to find information on a website. Your new site’s navigation should be made as intuitive as impossible. We found this source quite interesting for facts on design patterns and best practices, take a look.
We absolutely, above all, would love your feedback! Feel free to comment on our blog, tweet us, send us a message on Facebook or pick up the phone and give us a call, we’re all ears!
See our new and old website comparison below: