Yaffe Tidbits

Bad Ad Placements Funny, If Not Yours.

It’s pretty safe to say that the advent of Google has transformed our lives. It has made it easy to access anything and everything. "Just Google it," has become a colloquial phase that we all know too well. The combination of today’s high speed technology and our "I needed it yesterday" mentality has made Google the search engine of the 21st century.

When it comes to advertising, Google has allowed more consumers to connect with the products and services they want in a matter of a few clicks, thanks to Google’s AdSense. AdSense’s contextualizing targeting capabilities has helped make it easier to place ads that tie directly into a users keyword search. This allows for easy ad placement in front of people who may be searching for your product or a similar product. What could be a daunting task for a media buyers, Google has made simple.

But that’s not without saying that it works perfectly. In his article, "The Best Examples of Google’s Worst Ads: When Contextual Advertising Goes Very Wrong," Nicholas Carlson, a writer for Business Insider, highlighting some of the worst (although horribly funny) contextual targeting. For example, Reuters.com posted the story "Over 250 sick after eating at Indiana Olive Garden." Right below the headline was a coupon for a Free Dinner for Two at Olive Garden.

 

As these examples show, AdSense doesn’t necessarily understand the concept of "the right place at the right time" and sometimes works against the purpose of the advertising. But you have to admit, they sure are funny.

Carolyn Klein, laughing in the art department.

EDITORS NOTE: Since the reference article now requires an Ad Age password to read. Here's a similar article with humorous contextual ad examples, in case you don't have an Ad Age account or if you just want to see more examples.

The Evolution of Office Communication

Is the office phone and voice mail ancient relics? I was surprised when I got back from a week's vacation and saw the red light on my phone indicating I had a message. I was further surprised to find out I had 7 messages. It got me to thinking about how little business communication gets done over the phone any more.

It's not like I didn't check in while on vacation. I mean, I am one of those people who never really takes a complete vacation from work. I check my office email at least once a day and on several of those days devoted at least a half hour or so answering them. I also run the company social media, so I checked the company Facebook page, blog stats, YouTube channel and spent time sending and answering company tweets, as well as my own. But, not once did I ever consider checking my voice mail. I used to do that on vacation. But not any more. Guess it's an indication of how we do business these days.

How about you? Do you check your voice mail still when away from the office? Or do you just rely on your cell phone, email and social media channels to keep in the loop? And what does that say about business and society in general?

Mike McClure, waiting for your comment, email, blog, text, tweet, status update... but not your call, apparently.

Want my business? Customize me!

Guest post by Chuck Smith of Chuck Talks Business.

I was reading Chris Brogan's blog the other day. The topic was the myth of brand loyalty. In the post Chris talks about a recent e-mail that he got from Apple and his disappointment that it appeared they did not customize the communication with him based on his previous transactions with them.

The main point of the piece is essentially that he's had a long standing relationship with Apple making large ticket purchases and there is an expectation of reciprocity of loyalty for customization in the relationship.

I say fair enough. Actually, there are number of things that come to mind where this kind of relationship can be strengthened and the customer could feel more engaged with the vendor. I recently did a show where I interviewed Michael Moran, Executive Vice Pres. of client services and head of Yaffe Direct at the Yaffe group where we discussed direct marketing.

Here are a few things that I would like to see:

1. My grocery store actually use the information that I gave them permission to use on every purchase. You know I like that brand of pasta, just give me an email with coupons customized to my tastes. I like to see the "you saved" bit on the bottom of my receipt, but I would love to feel like you actually customized something for me and my tastes.

2. An end to Robo-calls. I accept it from my credit card company, but even they have a selection to put me in touch with an early fraud detection specialist directly from the call. If you are Robo-calling me and you expect me to call you back - You're doing it wrong.

3. Web experiences that let me make informed buying decisions. California Faucets is a great example. My wife is looking to make changes in the bathroom. I know, I know, every guy just tuned out, but here's the cool thing. She was all about being able to go to this site, choose the spout, the handle and the finish. The site allows you to print a picture of your choices and gives you the option to find a retailer by location.

I want to know what you think. What could brands do to make you feel like you were getting something more back for being loyal?

Now that's how you do viral video!

You can't create a viral video, because no one knows for sure what will grab the public's fancy. You can, however, create a great web videos that go viral, though. We've done a lot of talk around here about creating content for the web and web videos. It's a skill set we have that flows out of our history of broadcast. It's exciting for the creative staff, because it's something we can sink our teeth into. It's not just a matter of taking the TV idea and putting it online, there is a knack to doing web video well.

Such is the case with Office Max's latest web video campaign for back to school. They have all the right elements. Quirky characters. Interesting storylines. Pranks on unsuspecting people via hidden camera. It's well cast, well executed and most importantly, actually makes a point they're about the promotion they're pitching. Basically they have an odd duck improv actor with a couple sidekicks bring in sellers of high priced collectors items and then offer to pay cash. The twist is the cash offer is all in pennies. It all ties into Office Max's penny promotion, where certain school supplies are only a penny. Here's my favorite. Be sure to check the rest of their videos, too.

Mike McClure, Exec Creative Director and video freak

Is TV Advertising still top dog in marketers media mix?

Is TV advertising dead or dying? Some would have you believe so. All the buzz is about digital and social media. Talk about TV revolves around people skipping ads with their DVRs or by watching TV shows online. And that cable has fragmented the market. Surely, TV advertising is no longer king of the hill, right?

Yaffe Group Media Director, Buffy O'Connor doesn't believe that for one minute. In this Yaffe Experts Vidbit, she discusses the role of TV in today's marketing mix. She says it's not just relevant, it's still king. See why, watch the video.

Be the Story You Want Told and Let Your Customers Tell It

Guest blog by Lori Jo Vest, co-author of "Who's Your Gladys? How to Turn Even Your Most Difficult Customer into Your Biggest Fan"

As a frequent (too frequent) user of social media (okay, I’ll admit it, I’m addicted to Facebook), I am fascinated with what people choose to tell the other people in their world. Some complain about their jobs, others are happy and cheerful ALL THE TIME, while still another group seem to constantly promote their strong political opinions.

I’m on Facebook (a lot) and while the majority of my friends and customers use it, I’m surprised by how many business people aren’t taking advantage of this ongoing, never-ending social conversation. "I’m too busy," they say. "I don’t have time for it." Many of these folks are in their fifties or sixties and they’re expressing their truth. They just don’t have time for any more "media" in their lives, social or not.

One of these people, though I don’t know him personally, is Ernie of Ernie’s Market in Oak Park, Michigan. And while he may not be a social media gadfly, his customers have dragged him into the new age of online conversations.

I’m in the throes of promoting a new book and we recently put a call out on our Facebook fan page for volunteers to appear in a YouTube video about customer service. One of our fans, Sherry Woodbeck, sent me an incredibly enthusiastic email, suggesting that we visit Ernie. "He has a great little market that makes and sells the most fantastic sandwiches in the state!" she gushed. "He is on YouTube and Facebook - NOT because he wanted to be - it was his many, many fans" that started a fan page for him.

I took a look on the YouTube video and at Ernie’s Facebook fan page and was immediately intrigued by how Ernie’s old-fashioned approach to customer service has inspired a loyal following that has created a space for him in the new world of social media.

The YouTube video was created by a customer, who took his camera into the store while Ernie was making his famous $5 sandwiches "with love" (a secret mix of spices) and calling everybody "Baby!" In the interview clips, Ernie talks about how "love" makes everything taste better and how his customers are his family. His passion for his work is obvious and makes you wish you were standing in line at Ernie’s with all of his other enthusiastic customers. Take a look at the video here.

Ernie’s Facebook fan page is pretty amazing, too. People are continually commenting on their love for Ernie and his sandwiches. They number over 1,100 as of this writing.

What is it that has inspired such ferocious enthusiasm? Ernie’s customer service is fantastic. He gives everyone his complete attention when they’re placing their order. He takes interest in them and remembers their names. He makes sure his product is fantastic and adds his own brand of "love" to every order.

He even has a special surprise for every new customer. If you tell him it’s your first time at Ernie’s, he asks you to close your eyes and he puts a chilled Hershey’s Kiss in your hand. "For some reason, those Hershey Kisses are the best you’ve ever had," mused Sherry. "My daughter loves him. When she went to college last year, she had (a picture of) Him and his $5.00 sandwich on her door."

Do you want what Ernie has created? Getting it is simple, but not always easy. It comes from holding a genuine positive regard for every customer who walks into your business. It’s about putting your passion into words, and expressing your joy as you give them your attention. Sound intimidating? It’s not about putting on an act or trying to be Ernie, particularly if your nature is more subdued. It’s about expressing in your own genuine way your passion for your profession. Customers will love you when you love them first. It starts with you. Your enthusiasm will become a mirror that will reflect back passionate customer support

– the kind that spreads virally and increases referral business. Show that they matter by what you say, what you do, and how you offer them a quality experience. Start today.

Lori Jo Vest currently manages a Michigan-based television production studio, Communicore Visual Communications. After twenty years in relationship-based sales and customer service, she recently co-authored "Who’s Your Gladys? How to Turn Even the Most Difficult Customer into Your Biggest Fan," a customer service book slated for release through AMACOM Books/NY in September. You can learn more at

www.communicore.tv and www.whosyourgladys.com .