Sometimes I wonder if they are doing it on purpose. Agencies, I mean. Every single agency seems to have the exact same set of proposals (and media plans - that's for another day) and ideas that they pitch to every client they meet. Or is it just my company?
Yesterday, I saw, for what seems like the 100th time in the past 5 years, a recommendation that we pursue an online video contest for an upcoming campaign. Keep in mind, we are not a video company. We don't entertain people - we want to reach them and influence them and get them to choose us when it comes down to decision time. I'm just not sure how video contests are supposed to help with this.
Anyway, a quick glance at http://www.youtube.com/contests_main yields a lot of good info:
1) There are a ton of contests going on all the time.
2) There have been a ton of them that are now over.
3) Most of the submissions really suck.
4) In general, a good contest generates about 100,000-200,000 video views - hardly any exposure at all when you think about it as an advertiser.
I also think that many of the submissions come from the same people who really like submitting videos to contests. Most of these seem to have been shot with the built-in webcam and involve screen-lit faces rambling about nothing while looking at the screen just under the camera. Not a lot of them are good-looking people either. Are these really the people we want to market to? Or have marketing us? Seems maybe no.
Here's a thought - instead of trying to advertise on TV by developing a network, fan base, original programming, and slots in the program to insert advertising into maybe we could just buy ads on popular shows? Or product placements? Just sayin'.
If you have to do a contest, probably the best approach is to get people who are actually good at online video - Nalts, for example (www.willvideoforfood.com) and who have an audience to be the contestants. That way you get lots of exposure, better quality video, and way less cost.
Another idea is to do something really, really cool (like the new State Farm "This Too Shall Pass" ad - http://www.youtube.com/watch?v=qybUFnY7Y8w) and promote it so that it takes on a life of its own. Very costly but the results can be amazing.
What do you think?
2 comments:
Could it be the reason every large company is trying so hard to create differentiation these days is because they are all hearing the same 100 proposals you are? I believe they've all focused grouped their ideas into watered down nothingness.
Why do companies continue to employee these 3rd party leather pant wearing marketing types? Why is it that good ideas only seem valid when they come from the outside? When did large companies become so insecure they only could rely on others to advise them? I understand the need for 3rd parties to execute on the behalf of the large corporate team... But to always feel the need to use these black nail polish "big thinkers" to create the ideas in the first place? Why?
Luckily your company has you and you are rising above this madness.
Don't stop believing in your ideas. Hire a few talented folks to help and feel the confidence to think for yourself!
After all... In the long run... Safe is risk...
I actually value the input of 3rd party agencies in many circumstances. For creative marketing themes and idea development, it can really help to have someone who is not entrenched in your industry come up with ideas. The challenge is in the Interactive space. My belief is that the fact that interactive agencies tend to attract very young talent, they just don't have enough perspective to know what is truly novel and innovative and what is yesterday's news.
Think of it this way - if you were an aborignal from Papua New Guinea and tended to use torches and campfires to provide your lighting in the evenings, you might think that coming up with a way to generate light without burning wood would be pretty innovative and might even postulate a kind of oil lamp or something. If you get inserted into the mainstream world and try to pitch that idea as something new, you'd look foolish, but it isn't your fault. Maybe this is why everything old is new again in the world of interactive marketing?
OK, it appears that I have given sufficient grounds to have offended every interactive agency in the world. Time to stop.
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