WHO GIVES ADVERTISERS THE RIGHT TO TOUCH MY TOUCHPOINTS?
BY MACK ATTACK
I like driving. The kind of drive that is leisurely, while taking in the sights. And then I chance upon a billboard telling me that I should consider changing to a shampoo that is more effective in managing my dandruff. Darn, there’s another billboard up ahead encouraging me to change the fuel I use. Well, I did not ask for advice, so keep your suggestions to yourself.
Advertising seems to be the new environmental pollution. It’s everywhere. While some advertising can be compelling and even entertain, many are just downright interruptive.
My touch points have been taken over by advertisers without my permission. Walk into a supermarket and your ears get assaulted by ads over the PA system. Get into a lift in some buildings and there’s a plasma screen staring in your face. That same screen that glares at you in fancy Mamak restaurants and buses. Did advertisers get my permission carte blanche to do whatever they like with my environment.?
AirAsia is going to provide inflight radio and will start selling spots to media buyers. Granted, airlines are facing tough challenges in light of high fuel prices, and the ever friendly Tony Fernandes will justify that this move is to keep prices low so ‘everyone can still fly’. Thanks Tony, but if MAS is twenty bucks cheaper, I’ll fly with them so as to avoid listening to someone telling me that their brand of diapers keeps babies dryer, longer.
Even ear plugs to cut everything out wouldn’t cut it.
The proliferation of touchpoints that are opening up themselves to advertising is driving ordinary Joes (not the D’Silva type) like me up the wall, and add badly conceptualised creative work and poor strategy to all that, I have started adopting a new skill. Ignore them.
Billboards are the first to be scrapped off my list. Besides, looking at those things can be hazardous to me general well being. I could plough into another vehicle admiring the contoured body of Christy Chung as she underscores the effectiveness of a slimming centre. If talking on a handphone while driving is bad, billboards pose an almost similar danger.
Advertising allows many services to be provided at a lower cost, of even for free. For that I am grateful. However, you brand owners out there should start realising that without compelling and meaningful creative execution, and poor media planning, you are getting on peoples nerves.
And that’s one point you do not want to touch!
Tags: AirAsia, Billboards, Christy Chung, D'Silva, MAS, Tony Fernandes
June 8th, 2008 at 6:59 pm
MA, I hear you! I hope everyone can know what the solution to your problem is.
It’s easy!
How about the ability to listen to or watch content (either audio or video) that we specifically opt in to consume when we want it, how we want and where we want it.
Wouldn’t that be nice?
How about content that we opt in to consume only because we are interested in what’s it’s all about, whether for entertainment, to keep up with the latest news about subjects that only we care about, or updates to solve a particulate problem we may have, or to learn more about areas of interest just for us.
Sound good?
How about if we could consume this content in the car while driving to work (instead of having to pay attention to those annoying billboards), while flying in an airplane (listening to it on an mp3 player instead of having to put up with those intrusive radio ads you’re talking about on Air Asia), while walking the dog, while working out at the gym or at any other time and place we choose.
And guess what?
This content can even be 100% ad free. And it can update itself automatically whenever a new episode is available so we can be LAZY and still enjoy the experience over and over again.
Doesn’t this sound great?
What brand wouldn’t want to deliver this type of intimate, non-advertising, relationship building experience to consumers? And all this whether for a B2B or B2C demographic. Heck, even G2B or G2C–G for government, that is; hint, hint
Anyone want to know the solution?
Well, here it is: podcasting.
And it costs thousands upon thousands of ringgit less to produce and distribute than billboards, TV commercials, print ads, etc. As usual, I’m not making the case here to replace these traditional channels with podcasting (or its video sister, vodcasting), but how about repurposing just 1-2 print ad insertions or TVC spots for something so powerful, measurable and effective?
And if a brand gets the right advice on how to properly leverage podcasting through social media, syndication through the blogosphere, new opportunities for community building and so on then there is no end to the possibilities!
Jeff Zweig
Chief Guru, Web Guru Asia
http://www.webguruasia.com
June 10th, 2008 at 1:28 am
About Christy Chung billboard , pay attention a fly over billboard on the road coming out from Mid Valley to Old Klong Road . If you look harder you can actually see the nipple of the model in that billboard