Great Marketing Stories for May 2014

There’s nowt as queer as folk – Remarkable marketing stories

There’s all sorts of fascinating stuff going on in the amazing world of marketing right now. Here are my favourite marketing stories.

Brazil beats the world on online freedom

Brazil has awarded its internet its very own Bill of Rights in a move widely lauded by internet activists including the web’s inventor, Tim Berners-Lee.
On 23rd April the Brazilian president, Dilma Rousseff, signed a document called Marco Clvilda da Internet. The agreement sets out guidelines for freedom of expression, data privacy and web neutrality, making the internet a better place place for Brazil’s 100 million users. Well done, Brazil. Come on, Britain.

Royal London goes mental on telly – They’re so yesterday

Royal London is a venerable, trustworthy, happy-to-be-traditional mutual financial institution, AKA a friendly society. It was founded way back  in 1861 by two men with astonishingly large, rampant beards, Henry Ridge and Joseph Degge. It’s all very serious stuff. Which is the way it should be when you’re charged with looking after other people’s money.
But the TV ads they’re running at the moment tell the company’s story in a startlingly, wonderfully, uniquely silly way that, while it highlights their preference for doing things the good, old-fashioned way, brings the brand bang up to date.
In a world where it’s often depressingly easy to see client interference in ad scripts, transforming thrilling ideas into horribly dull and boring productions, it’s hugely refreshing. I salute VCCP, the creative agency who dreamed up the idea. And I salute the client even more fervently. Brave people.
Having worked in insurance direct marketing for many years, I know just how challenging it can be to push good ideas past compliance departments, technical folk and typical financial service fuddy-duddies. Thanks for the laughs, Royal London. You’re obviously a different animal from the norm. Next time I need a financial service, I shall come and find you.
If you haven’t seen them yet, here’s a link to Royal London’s new TV ads. They’re hilarious. Enjoy.

Keyterm research v keyword research – Are you a novice or a guru?

Apparently people who really know their SEO onions call it keyword research, while people who don’t know their search engine visibility ass from their elbow call it keyterm research.
Duh. It looks like the difference between my ass and elbow has been giving me grief for many years without my realising it. I use the idiots’ term. As a copywriter and content creator I find it more accurate and logical. After all, keywords can be single words, multiple-word terms or entire sentences,  and can include numbers and symbols as well as letters.

Compare the Market says “stuff our products” and focuses on the fun bit

Those clever Meercats. They’ve outdone themselves this time around with their latest ad featuring the cutest baby meercat on the planet, a little chap called Oleg. The ad is clearly designed to promote their new baby meercat toy. But hang on a minute…  Compare the Market is an insurance price comparison site. Not a toy store.
This is clever, clever stuff. While insurance is deadly dull, meercats are funny and cute. So why not pin your brand on the fun stuff and sideline its core purpose? The agency, VCCP again, and client have taken a huge risk and gone way off piste, but I reckon they’re probably pulling it off.
Unless anyone out there knows otherwise, I’d be willing to bet good money that people are flocking to the site to get hold of an Oleg toy. They can only get one by buying insurance, and that’s exactly what they’ll be doing.
Here’s a link to the latest meercat advert, just in case you haven’t seen it yet.

We’re all funny bunnies… and don’t forget it!

The very fact that we’re seduced into buying from a particular source because we can’t resist the fluffy toys they’ve created, even though they have bugger all to do with the products on sale, proves we’re funny bunnies.
It’s something marketers forget at their peril. If you’re ever tempted to see your customer and prospect base as rational, logical grown-ups who make sensible buying decisions based on common sense criteria, stop yourself and remember there’s nowt as queer as folk.

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