This week, on my return from an overseas holiday, on a boat, I have had an office full of creatives brainstorming viral campaigns for clients at least 12 hours per day.
Whilst, everybody is different and it really comes down to individual preferences on what is a good viral and what is in fact, not, I am continually surprised by what is a hit and what is a miss.
A viral, for those who can't think beyond health related meanings, is a phrase used to describe popular email-forwarded or word-of-mouth propelled video clips on the Internet and as a business that promotes companies in the b2b and b2c sectors, we are destined to do quite a few viral video clips each year.
It gives our young creatives a way of unleashing their inner-most out-of-the-box creativity and ultimately sense of humour - or lack of it!
At the ripe old age of 36, I am less likely to be spending evenings or weekends looking at virals but I guess, I am not really the ultimate target audience for many of the very successful virals that have been staged on the internet. My ability to consume such things is limited as away from the workforce, I live a fairly sheltered life from the various media mediums.
Having said that, I do remember vividly the humour that came from the Mastercard virals 10 years ago and how successful they were amongst my peers and the world over.
And more recently, having been on a boat with a few guys that were avid consumers of viral videos, I had the opportunity to see 'I'm on a boat' which coincidently, I was. (http://www.youtube.com/watch?v=6_YlkEUOonI&feature=related)
A group of 7 people in their mid thirties all engaged by a video that is somewhat silly, but humourous, taking the 'piss' out of people 'on a boat'.
Even though I am a person who often misses the punchline in a joke (I definately inherited this skill from my mother), I could see the value in this viral email. Here I was, on this glorious boat in the South of France, enjoying the sunshine, and there we all were, looking at a computer screen watching a video. What is that about? Seriously, I wasn't bored soaking up the rays of sunshine, yet, even I spent the 5 minutes looking at this viral that ultimately promoted Vodka.
We were all engaged and we couldn't stop talking about it. So much so, after a few glasses of wine we were all ready to do our own clip (and thankfully that moment passed quickly and there are no videos floating around that I would be a tad embarrassed about).
Virals are a cost-effective way in which to promote certain products and services. If done well, they can achieve millions of hits and the word-of-mouth value for those ones that are successful, are often in the tens of millions.
Companies that do it well, reap the rewards... but if you fail to ignite a sense with the recipient of your viral video to pass it on, then it is a waste of money, time and effort and can ultimately damage your brand.
Youtube (how did we survive without this?) gives even those backyard videos a level playing field. Some of the most creative and funny virals are done by Mum's and Dad's at home having a good time. Anyone can do it, anytime, anywhere.
Television programs like Britian's Got Talent have been tens of millions of dollars worth of publicity through the viral promotion of Susan Boyle (http://www.youtube.com/watch?v=8OcQ9A-5noM&feature=PlayList&p=41424DCD1015CA16&index=0&playnext=1.
www.marketingeye.com.au
Wednesday, September 23, 2009
Monday, September 7, 2009
Greek One Hat Wonder
When a bunch of marketers get together and one happens to be Greek - anything can happen. Not only great ideas, but in this particular case, even better food.
L'Oliver is a restaurant in the third district of Paris and is run by a Greek family who have just been given One Hat by the Michellin Guide. Affordable food, great atmosphere and not too imposing for those of us who tire of eating at the high end of town.
The food is to die for. Commencing with a starter of Fromage Chypriote au Lait de brebis poele sesame and miel au safran (Fried goats cheese with saffron honey and sesame), followed by Croussillant d' aubergines en feuillete, viande de boeuf and bechamel a la mozzarello (eggplant gratin in leaf of crust, beef mince meat and mozzarello) and completed by an orgasmic special chocolate mousse with blueberries, the menu in spectacular.
Our table could not stop raving about how good the food is and for Paris, it is incredibly affordable.
The problem is that no-one knows this restaurant exists. The chef is a food scientist with his appetite for creative food combinations that leave your mouth watering.
The business is in a bad location and has never been promoted until the faithful day that a Michellin reviewer came in. Now, of course, this is all about to change with the new guide coming out in early 2010.
Why do some restaurants succeed whilst others fail even when their food and service is second to none?
The answer is marketing and location. Located close to Republique on the Boulevard de Temple, L'Oliver is quaint with many personal touches. But for some, not as conveniently located as it could be.
Vassilis Alexiou, the chef, is kind, respected and immensely talented. His wife, who tends to the restaurants customers works hard and is committed to every single person in the restaurant.
They are for now, the small guy but in time thanks to a chance meeting and subsequent review, they won't be a hidden secret but instead the Greek Restaurant of choice in Paris.
Go visit next time you are in town. It's a must see and do experience in Paris that you will not regret.
L'Oliver is a restaurant in the third district of Paris and is run by a Greek family who have just been given One Hat by the Michellin Guide. Affordable food, great atmosphere and not too imposing for those of us who tire of eating at the high end of town.
The food is to die for. Commencing with a starter of Fromage Chypriote au Lait de brebis poele sesame and miel au safran (Fried goats cheese with saffron honey and sesame), followed by Croussillant d' aubergines en feuillete, viande de boeuf and bechamel a la mozzarello (eggplant gratin in leaf of crust, beef mince meat and mozzarello) and completed by an orgasmic special chocolate mousse with blueberries, the menu in spectacular.
Our table could not stop raving about how good the food is and for Paris, it is incredibly affordable.
The problem is that no-one knows this restaurant exists. The chef is a food scientist with his appetite for creative food combinations that leave your mouth watering.
The business is in a bad location and has never been promoted until the faithful day that a Michellin reviewer came in. Now, of course, this is all about to change with the new guide coming out in early 2010.
Why do some restaurants succeed whilst others fail even when their food and service is second to none?
The answer is marketing and location. Located close to Republique on the Boulevard de Temple, L'Oliver is quaint with many personal touches. But for some, not as conveniently located as it could be.
Vassilis Alexiou, the chef, is kind, respected and immensely talented. His wife, who tends to the restaurants customers works hard and is committed to every single person in the restaurant.
They are for now, the small guy but in time thanks to a chance meeting and subsequent review, they won't be a hidden secret but instead the Greek Restaurant of choice in Paris.
Go visit next time you are in town. It's a must see and do experience in Paris that you will not regret.
Sunday, August 23, 2009
The A-List
On Friday 21st August 2009, The Armani Dinner for the STC Foundation event was held at the Sydney Theatre Company to raise much needed funds for the Foundation.
Having been to this event previously, I knew what to expect. The event and the companies associated with it belong to a brand group. This brand group is what I call the A-List group of companies.
They are brands that are all leaders in their fields in terms of quality, people, community and brand association. They do not sponsor something that doesn't fit directly into their brand paradigm and they don't let their brand be bastardised will-nilly with every event or opportunity that crosses their path.
People want to be associated with their brands. They want to belong, want to be invited and want to have some association in which to leverage their own personal brands.
The two brands that host the event are Armani and the Sydney Theatre Company. Armani is a globally dominant iconic fashion label only the mega wealthy, fashionable and deliciously sophisticated care to wear.
Sydney Theatre Company has over the years been the number one theatre group in Australia but was catapulted into another stratosphere when Oscar Winner and internationally recognised actress Cate Blanchett and her charismatic husband became the Artistic Directors.
Cate as we all know is one of the most loved actresses of our generation and is known as the Meryl Streep of modern times. She is in blockbusters and in low budget films and is known for her integrity as an actress and person.
Her husband Andrew Upton is well regarded, very talented and incredibly intelligent. He has vision, creativity and the love of a superstar. What more can one ask for?
Giorgio Armani is an icon. I can't say more than that in fear that the words are not expressed as highly as I would like them to be, so I won't try.
Together Armani and STC put on a yearly event and have done so for the past 3 years to raise funds. There are no B-Grade celebrities in sight like many events that invite celebrities just to have them there.
In the room there are business leaders, cultural experts, creatives, talented actors and singers. Each and every one of these people have something to contribute to the community and to the people around them.
As I looked around, I felt incredibly privileged to have been an invited guest at such an event.
There was Pink who incredibly generously donated her money to the tune of $42k along with her musical talents to sing a song for a donation of over $30k. She was beautiful, fun and looked like she really had a good time with the people who were there.
There were the Packers, Joel Edgerton, Mathew Newton and a host of other equally impressive and talented people.
People talked freely with each other on subjects such as child poverty and of course the arts. Not so much about fashion as one would expect although I couldn't help myself but lead into a conversation about how much of a fan I am of Mr Armani.
We had a delightful young actress at our table, who was a shining example of the people that STC nurture. One day I am sure we will see her on the silver screen. She kindly complemented all the actors who performed that night and clearly is someone who is not only an actress but a good person with no airs or graces.
Companies represented in the room were not just any company, but ones that are aware of the benefits of arts to the community and are generous in their donations to the cause.
I can't ever see this event exploding into one that has 1000's of attendees. It is intimate, private and professional.
I can't help but admire how well it was all orchestrated from the time of arrival to the hilarious MC's, Cate and Andrew's entertaining and meaningful speeches, Justin Millers brilliant auctioning skills (who else knows every name in the room and can coerce anyone into giving a generous donation through his charming and often cheeky demeanour) and the ensemble of talented actors that work for STC.
They even had an office band, who had only practiced their set that day. Oh, my gosh! I could have sat and watched them all day. They were brilliant.
The food was fabulous, the entertainment, simply the best and the company was intelligent, purposeful and genuine.
I do hope to be invited next year and thank both Armani and STC for the good they do for our community.
www.marketingeye.com.au
Having been to this event previously, I knew what to expect. The event and the companies associated with it belong to a brand group. This brand group is what I call the A-List group of companies.
They are brands that are all leaders in their fields in terms of quality, people, community and brand association. They do not sponsor something that doesn't fit directly into their brand paradigm and they don't let their brand be bastardised will-nilly with every event or opportunity that crosses their path.
People want to be associated with their brands. They want to belong, want to be invited and want to have some association in which to leverage their own personal brands.
The two brands that host the event are Armani and the Sydney Theatre Company. Armani is a globally dominant iconic fashion label only the mega wealthy, fashionable and deliciously sophisticated care to wear.
Sydney Theatre Company has over the years been the number one theatre group in Australia but was catapulted into another stratosphere when Oscar Winner and internationally recognised actress Cate Blanchett and her charismatic husband became the Artistic Directors.
Cate as we all know is one of the most loved actresses of our generation and is known as the Meryl Streep of modern times. She is in blockbusters and in low budget films and is known for her integrity as an actress and person.
Her husband Andrew Upton is well regarded, very talented and incredibly intelligent. He has vision, creativity and the love of a superstar. What more can one ask for?
Giorgio Armani is an icon. I can't say more than that in fear that the words are not expressed as highly as I would like them to be, so I won't try.
Together Armani and STC put on a yearly event and have done so for the past 3 years to raise funds. There are no B-Grade celebrities in sight like many events that invite celebrities just to have them there.
In the room there are business leaders, cultural experts, creatives, talented actors and singers. Each and every one of these people have something to contribute to the community and to the people around them.
As I looked around, I felt incredibly privileged to have been an invited guest at such an event.
There was Pink who incredibly generously donated her money to the tune of $42k along with her musical talents to sing a song for a donation of over $30k. She was beautiful, fun and looked like she really had a good time with the people who were there.
There were the Packers, Joel Edgerton, Mathew Newton and a host of other equally impressive and talented people.
People talked freely with each other on subjects such as child poverty and of course the arts. Not so much about fashion as one would expect although I couldn't help myself but lead into a conversation about how much of a fan I am of Mr Armani.
We had a delightful young actress at our table, who was a shining example of the people that STC nurture. One day I am sure we will see her on the silver screen. She kindly complemented all the actors who performed that night and clearly is someone who is not only an actress but a good person with no airs or graces.
Companies represented in the room were not just any company, but ones that are aware of the benefits of arts to the community and are generous in their donations to the cause.
I can't ever see this event exploding into one that has 1000's of attendees. It is intimate, private and professional.
I can't help but admire how well it was all orchestrated from the time of arrival to the hilarious MC's, Cate and Andrew's entertaining and meaningful speeches, Justin Millers brilliant auctioning skills (who else knows every name in the room and can coerce anyone into giving a generous donation through his charming and often cheeky demeanour) and the ensemble of talented actors that work for STC.
They even had an office band, who had only practiced their set that day. Oh, my gosh! I could have sat and watched them all day. They were brilliant.
The food was fabulous, the entertainment, simply the best and the company was intelligent, purposeful and genuine.
I do hope to be invited next year and thank both Armani and STC for the good they do for our community.
www.marketingeye.com.au
Wednesday, August 19, 2009
$17.99 per day and get a Marketing Manager for 12 months!
Wow! When you get a bunch of marketers in a room - ideas fly.
They come up with some of the most amazing ideas, many that need to stay at the bottom of the pile, but one that I am going to bring right to the top.
Think... same as our Marketing Eye great offer of having a Marketing Eye in your business for 12 months, 2 days per month to develop your marketing strategy and implement it... but for just $17.99 per day*.
Exclusive to startup businesses and micro businesses - people who need to use their money for other purposes. No interest. No hidden costs. Same high quality as usual.
* Contract for services lasts for 12 months, Payments of $17.99 per day for 2 years with a balloon of $10,867.30 at the end.
Find out more by ringing 03 9692 7600
They come up with some of the most amazing ideas, many that need to stay at the bottom of the pile, but one that I am going to bring right to the top.
Think... same as our Marketing Eye great offer of having a Marketing Eye in your business for 12 months, 2 days per month to develop your marketing strategy and implement it... but for just $17.99 per day*.
Exclusive to startup businesses and micro businesses - people who need to use their money for other purposes. No interest. No hidden costs. Same high quality as usual.
* Contract for services lasts for 12 months, Payments of $17.99 per day for 2 years with a balloon of $10,867.30 at the end.
Find out more by ringing 03 9692 7600
Tuesday, August 18, 2009
Saying No To A Prospect
How many times in business have you wished you never took on a new client? They were a bad fit, they weren't on the same page, they didn't have the same code of ethics or perhaps they had unrealistic expectations. Everyone at some stage has experienced a situation where a client or potential client is not a good fit for their organisation.
Yesterday, I had the opportunity to meet with a very enthusiastic couple who own a small printing company on the outskirts of Melbourne. They, like many small businesses, want to grow their business.
They come armed with a new website, which in many ways is quite good, and in another, needs quite a bit of work.
What many small businesses don't realise is that if you are ready to engage a marketing manager in your business, then its time to let them do what they do best. By all means, check out their references and make sure they have the skills to make a difference to your business, but ultimately, you are investing in their skill of marketing.
I can say with confidence, that I have spent the past 18 years in marketing and I am across every area of the marketing mix. Within minutes, I can tell a client information that will aid them in achieving their marketing goals.
The two people who headed this company that had called Marketing Eye after viewing our company website, were ambitious, proud and had taken a few steps in which to improve their business. They had hired a business coach, a web developer (or online guru as they repeated over and over again) and now were interviewing marketing companies.
In addition, according to the owner he had many years of experience in senior marketing roles with some large Australian companies and come armed with a marketing degree.
As they explained their business and their hairy audacious goals (think Verne Harnish)it became apparent that they were a long way off hiring a marketing company. They needed more than a business coach too.
In business, its important that when you are communicating what you do, you are considering the audience you are communicating to. That what information you are telling them, is in fact relevant.
In addition, if you are about to hire a marketing company, then don't say you are a marketing guru - because that has trouble written all over it. Why, because micro management in marketing will kill even the best campaign and if you are hiring a agency, then don't hire them if you don't think they can do the job.
Also, be realistic. Hairy audacious goals are good and business coaches love it! But when they have no basis, and no leg work has been done - save it for a later date.
I too am an entrepreneur and I get very excited when I come up with a good idea, but I know that telling the world every time I have a good idea has bad written all over it.
Sure, when I was in my twenties I had not been banged over the head enough and freely told people my dreams for my career and business, but after a permanent 'googie egg' mounted on the top of my head, I finally realised for it to go down, I had to think before I spoke.
When you meet with a new client or a new service provider - think about how you want to position your company, what you want them to think about your brand and what you actually want them to gain from the meeting.
Time is valuable. Yours and theirs. Don't waste it on information that is not directly integral to the outcome of the meeting.
Even if you think that your idea that you want to share is the only one of its type in the world - think it - don't say it. The amount of entrepreneurs that are proven wrong every day with this comment is very high.
I meet with hundreds of business owners each year and so often they think that their business is the only one of its type or that they in fact do not have any competitors.
Whilst companies may not do it exactly how you do, the reality is that we all have competitors, and to compete we need to understand this reality.
Enthusiasm is good and contagious - but think about your audience and what you want them to take away from your meeting.
Yesterday, I sent an email to a prospect who I had met with hours earlier and said thank you but unfortunately our businesses are not able to work together.
It didn't feel good. After all, it is the GFC and turning back business seems ludicrous, but sometimes it costs more to take on a new client that doesn't fit.
Our brand is worth more than that and ultimately, every client we work with, we want to make a difference to their business. Our expertise in marketing is where we can add value to any organisation and if there are external factors that would influence this value-adding proposition - it is time to say no.
www.marketingeye.com.au
Yesterday, I had the opportunity to meet with a very enthusiastic couple who own a small printing company on the outskirts of Melbourne. They, like many small businesses, want to grow their business.
They come armed with a new website, which in many ways is quite good, and in another, needs quite a bit of work.
What many small businesses don't realise is that if you are ready to engage a marketing manager in your business, then its time to let them do what they do best. By all means, check out their references and make sure they have the skills to make a difference to your business, but ultimately, you are investing in their skill of marketing.
I can say with confidence, that I have spent the past 18 years in marketing and I am across every area of the marketing mix. Within minutes, I can tell a client information that will aid them in achieving their marketing goals.
The two people who headed this company that had called Marketing Eye after viewing our company website, were ambitious, proud and had taken a few steps in which to improve their business. They had hired a business coach, a web developer (or online guru as they repeated over and over again) and now were interviewing marketing companies.
In addition, according to the owner he had many years of experience in senior marketing roles with some large Australian companies and come armed with a marketing degree.
As they explained their business and their hairy audacious goals (think Verne Harnish)it became apparent that they were a long way off hiring a marketing company. They needed more than a business coach too.
In business, its important that when you are communicating what you do, you are considering the audience you are communicating to. That what information you are telling them, is in fact relevant.
In addition, if you are about to hire a marketing company, then don't say you are a marketing guru - because that has trouble written all over it. Why, because micro management in marketing will kill even the best campaign and if you are hiring a agency, then don't hire them if you don't think they can do the job.
Also, be realistic. Hairy audacious goals are good and business coaches love it! But when they have no basis, and no leg work has been done - save it for a later date.
I too am an entrepreneur and I get very excited when I come up with a good idea, but I know that telling the world every time I have a good idea has bad written all over it.
Sure, when I was in my twenties I had not been banged over the head enough and freely told people my dreams for my career and business, but after a permanent 'googie egg' mounted on the top of my head, I finally realised for it to go down, I had to think before I spoke.
When you meet with a new client or a new service provider - think about how you want to position your company, what you want them to think about your brand and what you actually want them to gain from the meeting.
Time is valuable. Yours and theirs. Don't waste it on information that is not directly integral to the outcome of the meeting.
Even if you think that your idea that you want to share is the only one of its type in the world - think it - don't say it. The amount of entrepreneurs that are proven wrong every day with this comment is very high.
I meet with hundreds of business owners each year and so often they think that their business is the only one of its type or that they in fact do not have any competitors.
Whilst companies may not do it exactly how you do, the reality is that we all have competitors, and to compete we need to understand this reality.
Enthusiasm is good and contagious - but think about your audience and what you want them to take away from your meeting.
Yesterday, I sent an email to a prospect who I had met with hours earlier and said thank you but unfortunately our businesses are not able to work together.
It didn't feel good. After all, it is the GFC and turning back business seems ludicrous, but sometimes it costs more to take on a new client that doesn't fit.
Our brand is worth more than that and ultimately, every client we work with, we want to make a difference to their business. Our expertise in marketing is where we can add value to any organisation and if there are external factors that would influence this value-adding proposition - it is time to say no.
www.marketingeye.com.au
Sunday, August 16, 2009
Marketing Eye Embraces Twitter To Find New Clients
Who would have thought, that one social media medium would take precedent over another just because of usability, ease of functionality and a more aligned target audience joined by the fact that it is achieving better results for our clients.
When Marketing Eye embraced twitter, I wasn’t too sure what the results would be like. I totally get b2c marketing and the dependence on twitter and alike, but when it comes to b2b – it’s a whole different story.
‘Follow me’ is replacing ‘friend me’ because if we are doing business, quite frankly, I don’t want you to ‘friend me’. We are not ‘friends’ who hang out on Saturdays. I would rather hide under a blanket all day then have embarrassing high school photos with my 80’s perm, white stockings and shoulder pads on display. I don’t want a client or prospect seeing photographs of me with a glass of champagne and definitely not in the endless stream of photographs that tend to be openly on display on facebook by people who have no idea what impact it can possibly have.
‘Follow me’ saves me from embarrassment. In a few words, I can tell you exactly what I want to say, without boring you to tears with what the weathers like and how bored I am on a cold, rainy day in Melbourne.
Whilst Facebook has its place, I am reluctant to share my page with the rest of the world. I value my privacy and that of my friends, so I don’t want them spammed with information that does not directly affect them.
And… I am not alone. In July 2009 there was a study of Fortune 100 companies that found that more had a presence on Twitter (54%) than on Facebook (29%). Surprisingly, only 32% had a corporate blog – of which, I am a big fan. (Source Burson-Marsteller)
Burson-Marsteller found that these top companies were using Twitter for several purposes: company news, customer service, marketing promotions and employee recruitment.
Quite simply, Marketing Eye is not unlike many of our marketing peers who overwhelmingly are choosing Twitter for their clients.
We welcomed the whole Web 2.0 with open arms and saw the dream come alive for many of our clients who chose this path to marketing success.
Low cost, effective and targeted - social networks have provided a platform for even the smallest company to excel.
www.marketingeye.com.au
When Marketing Eye embraced twitter, I wasn’t too sure what the results would be like. I totally get b2c marketing and the dependence on twitter and alike, but when it comes to b2b – it’s a whole different story.
‘Follow me’ is replacing ‘friend me’ because if we are doing business, quite frankly, I don’t want you to ‘friend me’. We are not ‘friends’ who hang out on Saturdays. I would rather hide under a blanket all day then have embarrassing high school photos with my 80’s perm, white stockings and shoulder pads on display. I don’t want a client or prospect seeing photographs of me with a glass of champagne and definitely not in the endless stream of photographs that tend to be openly on display on facebook by people who have no idea what impact it can possibly have.
‘Follow me’ saves me from embarrassment. In a few words, I can tell you exactly what I want to say, without boring you to tears with what the weathers like and how bored I am on a cold, rainy day in Melbourne.
Whilst Facebook has its place, I am reluctant to share my page with the rest of the world. I value my privacy and that of my friends, so I don’t want them spammed with information that does not directly affect them.
And… I am not alone. In July 2009 there was a study of Fortune 100 companies that found that more had a presence on Twitter (54%) than on Facebook (29%). Surprisingly, only 32% had a corporate blog – of which, I am a big fan. (Source Burson-Marsteller)
Burson-Marsteller found that these top companies were using Twitter for several purposes: company news, customer service, marketing promotions and employee recruitment.
Quite simply, Marketing Eye is not unlike many of our marketing peers who overwhelmingly are choosing Twitter for their clients.
We welcomed the whole Web 2.0 with open arms and saw the dream come alive for many of our clients who chose this path to marketing success.
Low cost, effective and targeted - social networks have provided a platform for even the smallest company to excel.
www.marketingeye.com.au
Wednesday, August 12, 2009
What is the best job in the world?
Snorkeling the Great Barrier Reef is as my good friend Steve would say 'sweet' but after a day or two , I have to best honest - what's next?
Having spent 3 days in glorious Townsville recently where the sky was the perfect shade of blue, the temperature was 27 degrees, the sun was shining and the sea was incredibly inviting - I lapped up a day down at the beach, hopped on a ferry to Magnetic Island and in general had an idyllic winters day - who could possibly complain? This is paradise after all. Every Melburnians dream winters day particularly as we are expecting a very chilly 9 degrees this Friday and unless you are on the slopes, this is not too appealing.
By day 2 in the Sunshine State it became apparent that there was little to do and I was in fact bored. I can't believe I am saying this, but it's the truth. There wasn't a good golf course in site (http://www.womensgolflife.com/) simply because the good ones are in the suburbs in Townsville, and let's be honest Townsville isn't known for its shopping (although there is one good shop called Avanti that looks like it belongs in Paris rather than Townsville - I bet the very gorgeous Rachel Finch shops here!). On top of this, the sun is quite harsh on my lilly white skin and having worked on an advertising campaign for The Melanoma Foundation a few years ago, I am acutely aware of the dangers of too much sun. It's fashionable to be white I keep telling myself every time I am lured into the warmth of a summers day although I am green with envy at the bronzed lifesavers who strut up and down the beaches in their speedos.
So, for me... I don't think it was actually the best job in the world. In fact, I can't imagine why anyone would think it is. After a week of holidaying in a beach resort, how many of us actually want to stay? Chances are we enjoy our holiday but also can't wait to get back home to friends and family and the entertainment options that are available to us in the big city.
From a marketing perspective, however, this is 'the best job in the world' as whoever came up with the campaign deserves every accolade that they have received.
Statistics as at 6 July 2009 were that the campaign attracted 8 million visitors to http://www.islandreefjob.com/, 94,000 subscribers to receive Best Job in the World Updates and the winner has more than 2000 followers on Twitter. Very impressive.
As a marketer we are always praying that this good fortune will happen to us on the next campaign we are working on.
Having recently won a beer account - yep, that is almost the best job in the world for most men I suspect - I can't help but think that getting a job as a beer tester wouldn't be too bad... but like our tourism counterparts, after day one, what's next?
What is your idea of the best job in the world? Mine... sad but true... is exactly what I am doing right now.
http://www.marketingeye.com.au/
Having spent 3 days in glorious Townsville recently where the sky was the perfect shade of blue, the temperature was 27 degrees, the sun was shining and the sea was incredibly inviting - I lapped up a day down at the beach, hopped on a ferry to Magnetic Island and in general had an idyllic winters day - who could possibly complain? This is paradise after all. Every Melburnians dream winters day particularly as we are expecting a very chilly 9 degrees this Friday and unless you are on the slopes, this is not too appealing.
By day 2 in the Sunshine State it became apparent that there was little to do and I was in fact bored. I can't believe I am saying this, but it's the truth. There wasn't a good golf course in site (http://www.womensgolflife.com/) simply because the good ones are in the suburbs in Townsville, and let's be honest Townsville isn't known for its shopping (although there is one good shop called Avanti that looks like it belongs in Paris rather than Townsville - I bet the very gorgeous Rachel Finch shops here!). On top of this, the sun is quite harsh on my lilly white skin and having worked on an advertising campaign for The Melanoma Foundation a few years ago, I am acutely aware of the dangers of too much sun. It's fashionable to be white I keep telling myself every time I am lured into the warmth of a summers day although I am green with envy at the bronzed lifesavers who strut up and down the beaches in their speedos.
So, for me... I don't think it was actually the best job in the world. In fact, I can't imagine why anyone would think it is. After a week of holidaying in a beach resort, how many of us actually want to stay? Chances are we enjoy our holiday but also can't wait to get back home to friends and family and the entertainment options that are available to us in the big city.
From a marketing perspective, however, this is 'the best job in the world' as whoever came up with the campaign deserves every accolade that they have received.
Statistics as at 6 July 2009 were that the campaign attracted 8 million visitors to http://www.islandreefjob.com/, 94,000 subscribers to receive Best Job in the World Updates and the winner has more than 2000 followers on Twitter. Very impressive.
As a marketer we are always praying that this good fortune will happen to us on the next campaign we are working on.
Having recently won a beer account - yep, that is almost the best job in the world for most men I suspect - I can't help but think that getting a job as a beer tester wouldn't be too bad... but like our tourism counterparts, after day one, what's next?
What is your idea of the best job in the world? Mine... sad but true... is exactly what I am doing right now.
http://www.marketingeye.com.au/
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