Get this - CEO of Adidas Herbert Hainer: "After the first 10 days it is already clear that this World Cup will be a great success for Adidas. We will not only achieve our ambitious goals in football, we will over-achieve them." The war heats up when he quantifies that sales from football (soccer) will be $2bn in 2010!
Nike on the other hand has generated much more buzz through its 'Write the Future' campaign...err have you seen it? Nielsen Buzzmetrics suggests Nike has 30.2% buzz to Adidas 14.4% - don't ask me what the numbers mean...but more than double is a trouncing right?
When I start to think about the sales aspect of this its interesting to see that Adidas manufacture 12 of the national football teams kits including favourites Spain, Argentina and Germany but Nike have Holland, Portugal and everyone's second favourite team Brazil. Who has the advantage? Digging deeper that means if you want to have Messi or Torres you need Adidas but if you really want Ronaldo (who knows why?) you buy Nike
I would say that Adidas sponsors the teams that have the biggest stars at the World Cup - and that drives sales over a $1.85bn investment in offical sponsor status. Do they also have manufacturing rights over Vuvuzelas?
Wednesday, 23 June 2010
Tuesday, 22 June 2010
Gearing up for Wimbledon
I have to be honest, I have never been a fan of Andy Murray and the last time I saw the 'Head' sports brand logo was back in the '80s when we all used to have the cylinder bags as we were channeling the casual thing.
So why, oh why am I compelled to post this?
It's got that Nike Tiger Woods viral aspect to it and the way he hits the bottles is AWE - SOME
So why, oh why am I compelled to post this?
It's got that Nike Tiger Woods viral aspect to it and the way he hits the bottles is AWE - SOME
Thursday, 3 June 2010
Twitter kills RSS
I don't use my google reader anymore. It's just a pain to open up and I end up with this sea of vomitlinks . I also got one of those wave accounts from google too but it didn't significantly impact my collaboration efforts.
What I have noticed about twitter is that the majority of the people I follow solely retweet the links to all the interesting stuff they find on the web. Sure there's the odd one who says 'Out with my crew on the rooftop bar of...' (you know who you are) and that's cool but the phenomenon of retweeting and tweeting using url shorteners means that my trusted contacts do all the editing for me
For our clients, following this argument through tells us that twitter is a useful way of driving engaged traffic to your site, bounce rates low and average time spent high. By tracking that twitter data you can also see who are your real fans, they keep coming back. Better yet you can see who clicks on the link within a few seconds of it being tweeted. They want your content. It's also interesting to see the information is spread within existing Twitter networks, as in who is influencing who. And all of this happens in real time.
Sorry, don't have any ideas yet on how to make your content relevant, engaging and timely!
What I have noticed about twitter is that the majority of the people I follow solely retweet the links to all the interesting stuff they find on the web. Sure there's the odd one who says 'Out with my crew on the rooftop bar of...' (you know who you are) and that's cool but the phenomenon of retweeting and tweeting using url shorteners means that my trusted contacts do all the editing for me
For our clients, following this argument through tells us that twitter is a useful way of driving engaged traffic to your site, bounce rates low and average time spent high. By tracking that twitter data you can also see who are your real fans, they keep coming back. Better yet you can see who clicks on the link within a few seconds of it being tweeted. They want your content. It's also interesting to see the information is spread within existing Twitter networks, as in who is influencing who. And all of this happens in real time.
Sorry, don't have any ideas yet on how to make your content relevant, engaging and timely!
Wednesday, 2 June 2010
Got more data?
At what point does the rate at which data is created by the web outstrip the ability to store it all? What sort of cloud size would that be? And how could marketers make sense of all that?
Soon enough everything will have an RFID chip and data will explode, you hear it all the time. Everything will produce data through sensors (Natal..seen the video), they will all be linked and it will happen at tremendous speed. What I also see a trend towards on the back of this is fatter and fatter reports full of "key information you just shouldn't miss". I don't know about you, but I don't need an aggregator - I just want the insight to tell me how to improve what I am currently doing
So what we are trying to do is tell our clients the 3 things they need to know when undertaking a digital marketing campaign...how they maximise earned media but also shape it. It's our job to multi-source imperfect data and piece together different weights of evidence.
So on one hand we shouldn't produce a doorstop when a one page summary is required (was it ever any other way?) but on the other hand we shouldn't create a cool infographic just because its cool
Better get on with it then - its not easy!
Soon enough everything will have an RFID chip and data will explode, you hear it all the time. Everything will produce data through sensors (Natal..seen the video), they will all be linked and it will happen at tremendous speed. What I also see a trend towards on the back of this is fatter and fatter reports full of "key information you just shouldn't miss". I don't know about you, but I don't need an aggregator - I just want the insight to tell me how to improve what I am currently doing
So what we are trying to do is tell our clients the 3 things they need to know when undertaking a digital marketing campaign...how they maximise earned media but also shape it. It's our job to multi-source imperfect data and piece together different weights of evidence.
So on one hand we shouldn't produce a doorstop when a one page summary is required (was it ever any other way?) but on the other hand we shouldn't create a cool infographic just because its cool
Better get on with it then - its not easy!
Nike + 26
This is amazing - designer Michael Robinson created a pair of Nikes that have 26 lights one for each mile you cover in a marathon. Not only that this video captures the essence of the run while the spikes capture the data
Apparently this is one of those UGC for the product events that Nike periodically kick out there and turn into a must see exhibition...are there any brands out there better than Nike for this sort of thing? Name one!
Very cool
NIKE78 - Michael Robinson | ‘NIKE+ 26′ from NIKE78 on Vimeo.
Apparently this is one of those UGC for the product events that Nike periodically kick out there and turn into a must see exhibition...are there any brands out there better than Nike for this sort of thing? Name one!
Very cool
Monday, 10 May 2010
Converse - still taking risks, rocking it and relevant
Thanks Ben and the folks at threebillion.com for this - pure branding using google adwords?! Not for everyone but if you are converse, everyone is your target audience and you want to drive people through interesting content AND tie them back to your home page....why not?
Converse Domaination from Ross Martin on Vimeo.
Thursday, 6 May 2010
Growing Pains
What sort of team do you need to really drive the marketing agenda with clients these days? It's easy to make advertising with an art director and copywriter but these ads aren't going to achieve much if they don't inspire the user to do something with it
I firmly believe that technology is taking over the world. However I don't care a hoot if the Kindle app for the iPhone will be the Kindle killer or if there another 100 new reasons to love the iPad. What genuinely interests me is that people want stuff they can re-purpose and make their own and then tell other people about it and let them make it their own. Isn't that what made You-Tube such a sensation? How do we tap into that?
If that is what we are striving for; and I am not sure there is a business in that but we can figure it out later; then I think we need to change our mentalities and change our team structures in agencies to meet that challenge. I think the cool thing about having a blog is the fact that I don't have to worry whether our clients agree or not (hey they are their brands we are playing with after all, again we can trial it and see what they say
When I think about changing mentality I mean we have to getting out of asking ourselves 'What do we need to say to the consumer' to 'What can we create for the consumer so they say say something about us'. Over here at Mindshare we call it 'ideas you love to share'.
What is interesting about this for me is that we quickly get into some sort of iterative marketing approaches, you pick a small community of people, give them something you think they will find as valuable, see what they do with it, get their feedback and then send them something else based on that feedback. Oh yes and also get the feedback from the people they shared a version of it with. Or just steal one of those versions and recycle it
The other thing that I am wrestling with right now is cultural change in the agency and how the teams operate. If you buy into the above you need the planner (voice of the consumer), the technology futurist (the art of the possible),the social media guru (how to hit send) and the analyst (feedback collector - iterator) all working together. It's quite important that the planner doesn't think that they take the inputs and build the strategy. The strategy is co-created by this team. I would say today there are no generalists....just dinosaurs, the world is moving too quickly
I firmly believe that technology is taking over the world. However I don't care a hoot if the Kindle app for the iPhone will be the Kindle killer or if there another 100 new reasons to love the iPad. What genuinely interests me is that people want stuff they can re-purpose and make their own and then tell other people about it and let them make it their own. Isn't that what made You-Tube such a sensation? How do we tap into that?
If that is what we are striving for; and I am not sure there is a business in that but we can figure it out later; then I think we need to change our mentalities and change our team structures in agencies to meet that challenge. I think the cool thing about having a blog is the fact that I don't have to worry whether our clients agree or not (hey they are their brands we are playing with after all, again we can trial it and see what they say
When I think about changing mentality I mean we have to getting out of asking ourselves 'What do we need to say to the consumer' to 'What can we create for the consumer so they say say something about us'. Over here at Mindshare we call it 'ideas you love to share'.
What is interesting about this for me is that we quickly get into some sort of iterative marketing approaches, you pick a small community of people, give them something you think they will find as valuable, see what they do with it, get their feedback and then send them something else based on that feedback. Oh yes and also get the feedback from the people they shared a version of it with. Or just steal one of those versions and recycle it
The other thing that I am wrestling with right now is cultural change in the agency and how the teams operate. If you buy into the above you need the planner (voice of the consumer), the technology futurist (the art of the possible),the social media guru (how to hit send) and the analyst (feedback collector - iterator) all working together. It's quite important that the planner doesn't think that they take the inputs and build the strategy. The strategy is co-created by this team. I would say today there are no generalists....just dinosaurs, the world is moving too quickly
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