Tag: advertising

Does it matter?

FabrizioLeave a comment

In 2012, Google launched a brilliant campaign in view of SXSW.

Project Re:Brief wanted to give old school admen, creators of iconic ads (such as this, and this, and this), modern tools to see how their campaigns would look like on the web.

It is a wonderful idea, and the campaign got very good numbers. Google also made a documentary out of this project.

A few days after the launch, one of the people responsible for the campaign was presenting the social media results to the rest of the team. Their boss, perhaps a bit harshly, asked an important question (the full story can be heard here):

Does it matter?

The point is, Google can certainly spend time and resources tracking and reporting on things that do not have an impact on their mission, vision, numbers.

But can you?

Free trial

FabrizioLeave a comment

Does your audience want a free trial? Of course.

Do you have the resources to offer a free trial that delivers the right experience to the right audience, making them excited to continue on their journey to become champions of your own perspective?

Most companies would answer no.

And yet, they offer a free trial.

And that’s because a free trial, with the right form to capture the right information – credit card, of course – is very little about experience, about user journey, about changing minds and behaviors, while it is very much about boosting vanity metrics.

Your choice.

More rounded

FabrizioLeave a comment

We think of most things as linear experiences.

That’s certainly true in business. The funnel is linear. The go-to-market process is linear. The sales pipeline is linear. The launch of a new product or service is linear. The very same metaphors we use to describe those things (funnel, pipeline, launch) are linear.

And yet, success requires that you circle back and iterate with the new information you have acquired. That you adjust the trajectory continuously with the help of what you are learning as you go.

It turns out that to be succesful in what matters we need to apply more rounded thinking.

The best bargain

FabrizioLeave a comment

Free stuff is not easy to give away online, and that’s true for second hand clothes as it is true for learning programs.

It’s probably because the buyer does not perceive any value. It’s easy enough to raise one’s hand and say “I am in”. But as soon as life gets in the way, something that is free is just not worth any hassle.

If you have something you need to get rid of, or an idea you are proud of and want to spread, that’s something to take into account.

For as counterintuitive as it might sound, free is not always the best bargain.

Impulse

FabrizioLeave a comment

The impulse to control, dictate, micro-manage is strong.

We just have to think carefully at what happens when we do it.

Example: a colleague is planning to send out an important email. You submit to the impulse and ask to review it first. The colleague obliges and shares a draft with you. You once again submit to the impulse and, since you do not really have time for this, give them some broad feedback about tone of voice and points to make. They edit the draft and send it back. For the third time, you submit to the impulse and go deep with comments, edits, and formatting. They end up sending your version.

The results.

  1. You are exhausted and you have lost the chance to focus on something that was truly your responsibility.
  2. They are demotivated, because they are probably good to write an email on their own.
  3. The outcome is most likely not going to be what either of you expected, adding to exhaustion and demotivation.

That is a lot of negativity spread around just because you once sent out an email that – in that particular context – turned out to get a pretty positive response.

Get out of the way.