April 07, 2007
How do you get paid?
This snippet from a long article by Bob Garfield on the coming end of advertising as we know it, is worth at least a short ponder:
'They had a promotion for their 45th anniversary. They wanted to give away 45,000 tickets for opening day to drive traffic. So we got a brief to do whatever: ads, microsite, whatever. But our interactive creative director just went off and posted it on Craigslist. Five hours later, 45,000 tickets were spoken for.'
'No photo shoot. No after-shoot drinks at Shutters,' he adds, with faux regret. Then, with somewhat less irony: 'Now, the trick is, how do you get paid?'"
Posted by richard at April 7, 2007 01:36 AMInteresting stuff. It made me laugh too, as I was just posting "ads" on LiveJournal. What I like about posts on these big sites is that you can see the effectiveness immediately - just track (in real time) the people coming on to the shop - or not.
But I see so many people who just still don't understand this in any kind of broad sense. Many - maybe most - of our direct competitors hardly use the web at all. One weak website is it. As you say, curious...
Posted by: Karen at April 9, 2007 05:46 PMGood to see you here again, Karen. I remember years ago you telling me that if I really wanted to understand what was going on with net, I should go on to ebay. I know, or at least I'm told that the vibe on ebay is very different now, but I guess the places where people are connecting with people are still doing the same kind of thing.
If you have done so already, it worth reading the whole Bob Garfield thing. I'm not sure that he's right in detail, but the general thrust of the piece seems spot on.
Posted by: richard at April 9, 2007 09:37 PMYes, I did read most of it and thought much was good. Of course, my focus is in a slightly different direction (I'm not interested in how an agency gets paid these days!) but basically there was a lot I could relate to. Fascinating seeing David Cameron - for example - attempting to use YouTube and messing it up totally. In contrast Barack Obama has GOT it - which sort of shook me. Made me reassess him in a whole different way. Just take a look - he understands it.
Posted by: Karen at April 24, 2007 02:44 PMOh, sorry, that was sort of tangential. Or perhaps not. Anyway, you know what I'm saying. It used to be you needed to look at ebay to see what was going on. Now YouTube is one of the places. For now.
Posted by: Karen at April 24, 2007 02:46 PM