When Marketing becomes Viral…

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Searching for “Marketing Viral” (portuguese) on Google and this appears:

Quando o Marketing Se Torna Viral

Good Old Times… I miss working with Prezi.

A small, but meaningful Victory

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And another proof that I was born for Marketing…

Today I got quoted on the most prestigious business and management newspaper in Portugal, Jornal de Negócios:

ARTICLE – On the Path to Success, Failure is an Option

Still everybody asks me “Where’s your pic?”… give it time guys… give it time and work.

Say something nice…

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Another awesome guerrila marketing stunt! This time it was Improv Everywhere, a New York City-based prank collective that causes scenes of chaos and joy in public places, that constructed a custom wooden lectern with a megaphone holster and an attached sign that read, “Say Something Nice.” The lectern was placed in public spaces around New York and then left alone.

This stunt was produced as part of the Guggenheim Museum exhibition stillspotting nyc.

This is what happens when New Yorkers are given the opportunity to amplify their voices. My favorite was definitely the “To Infinity and Beyond” kid.

The Evolution of Advertising

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Just some decades ago these ads were working for the public… nowadays can you imagine the revolution they would bring?

Offensive vintage ads that would never fly today

Maturalism – the ugly truth as a new Marketing trend

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TRANSPARENCY, THE UGLY TRUTH, SHOCK… these are the strong and powerful emotions that this generation of consumers seek.

Brands are paying attention to that and as a result we have new trends on advertising called Maturalism and Shockadvertising.

What is Shockadvertising? is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seat belts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).

What is Maturalism? Thoroughly exposed to (if not participating in) an uncensored, opinionated and raw world (especially online!). Experienced consumers no longer tolerate being treated like yesteryear’s easily shocked, inexperienced, middle-of-the-road audiences. (www.oak-brands.com)

Maturalism is a category of Shockadvertising, these concepts therefore walk hand-in-hand most of the times.

This new generation of consumers is able to handle much more honest conversations, more daring innovations, more quirky flavors, more risqué experiences, these consumers increasingly appreciate brands that push the boundaries. They look for adrenaline and shock and brands nowadays deliver just that…

Taboo is the law: if it is banned, if it is shameful, if it is sinful, if it is forbidden then is an excellent creative concept for your next advertising campaign…

Here are some examples of how this new trend is catching the consumers’ eyes and how brands and learning to explore this art:

26 Incredibly Daring Ads that were made to shock you

Oak Brands

Please answer!

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These past few months I’ve been really upset for the lack of attention and respect that companies pay to people (all of them possible customers).

I’ve been sending e-mails to PR companies and to communication agencies in order to find a suitable project for my thesis. I sent my application and CV to 4 companies and only 2 of them answered in a 2 week period. Keep in mind that the e-mails where sent after a previous phone call where they all gave me the contact of the person whom I should e-mail directly. A bit curious I was with this situation, so I managed to contact and send my CV to other 6 agencies (not dream projects, but lets see how it goes) through the same process I applied previously. Result: in a period of 2 months, 3 out of 10 agencies answered my e-mails. A very sad result if you ask me since they are COMMUNICATION agencies and they should know better that no e-mail or solicitation should go unanswered. A simple “We received your e-mail, but unfortunately we will only be able to answer in a few weeks” or “Thank you for your interest. We are glad you have chosen our agency, unfortunately we have no staff to help follow your project” would be great! No… instead they leave the e-mail forgotten in the mail box, no matter how many replies you send asking them politely to give you some feedback. Big NO NO!

Guys, you are working in communication agencies and you should know better than anyone that everyone deserves attention and that no question should go unanswered, risking having unsatisfied possible future customers that will for sure spread a bad word about you. Why is this very bad for your business? well first you never know who is on the other side of the screen and who that person may know (oh yeah, his dad is a major CEO that now thanks to his son unanswered e-mail has a very bad impression of you) and secondly because a bad impression spreads 5 times faster than a good impression.

Just to show you a practical example: a few weeks ago, the page of REVISTA PREMIERE on facebook posted an incorrect information about a movie, a post to which me and other 43 people replied saying “the info is incorrect, the correct info is this one”. Guess what they did? They didn’t erase the post, they didn’t correct the mistake, they didn’t thank their fans for paying attention to that, they didn’t apologize for posting wrong info, they simply ignored their fans who were politely trying to help… Well the direct consequences of this action were less 6 fans 2 days after (all of them previous fans who had replied to that post). 6 fans you may think is not that much, but think about what they may have told other people they know about Revista Premiere? How many of them were thinking of liking the page and now won’t do it for sure? How many of them own a blog like I do?

Some stats I found this morning about unsatisfied customers in America, not directly related but just to give you an inkling: http://www.mediabistro.com/prnewser/research-consumers-wont-spend-money-with-rude-companies_b23280

It doesn’t take a lot of time… you may have a million things to do, but if you just reply and say “Hey, I received your e-mail. Right now I’m loaded with stuff, but I will reply as soon as I can. Regards” believe me you will be saving yourself a big headache in the future and your reputation. Answer… it will only take 2 minutes of your time and it might save you a lot of hours trying to rebuild something that hardly can be rebuilt, TRUST!

Comunicar a “Portugalidade”

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Já não temos Ministério da Cultura… duvido muito que, nos próximos tempos, a Cultura Portuguesa e a chamada “Portugalidade” venham a desenvolver-se em casa. Apesar disso, e com muito agrado observo, Portugal tem feito uma excelente comunicação e promoção do país no estrangeiro, algo que, na minha opinião, pode contribuir em muito, não só na nossa economia, como na nossa auto-estima “Se até os estrangeiros gostam de Portugal é porque deve ser bom de certeza”. Em honra do passado Dia de Portugal e em jeito de chamada de atenção para o novo Governo-Culture-Less seguem algumas iniciativas que venho a acompanhar e que achei simplesmente geniais.

Já neste Domingo é o Dia de Portugal em Nova Iorque uma iniciativa que nasceu de um grupo de portugueses a residir em Nova Iorque, intitulado Portuguese Circle. O evento é realizado em parceria com a New York Road Runners, entidade responsável pela maioria das corridas oficiais que têm lugar em Nova Iorque, incluindo a famosa New York Marathon.  Este evento tem o apoio e o patrocínio do Turismo de Portugal, Banco BiG, Cafés Delta, EDP e CISA Trading, o Portugal Day NY reúne também apoios de empresas como TAP, Vila Galé ou Ivity Brand Corp. Uma iniciativa a louvar!

A criação do Porto Forward, um movimento para promover o Porto e o Norte e atrair turistas e visitantes à região. Para promover as festas Portuenses do São João, o Porto Forward levou a cabo uma flashmob de “marteladas” em Madrid no passado dia 10 de Junho (curiosamente, o Dia de Portugal).

Portugal afinal até ganha uns prémios no estrangeiro (sem ser soccer related). Um dos prémios que ganhou este ano foi o de melhor stand na Feira de Turismo em Madrid (Fitur), destacando-se entre 166 países e regiões. O stand tinha como mote “Prove Portugal” e como objectivo envolver o visitante, comunicando a riqueza da gastronomia portuguesa, a sua modernidade e sofisticação. O Stand foi recheado de cultura e tradição Portuguesas que, pelos vistos, fizeram as delícias dos visitantes.

Estas foram 3 das iniciativas que me vieram à memória, tendo descurado de certeza umas quantas outras. Agradecia aos leitores que se lembrem de outras iniciativas semelhantes que tenham acontecido nos últimos tempos, que partilhem essas notícias aqui no blog.

Esperemos que de futuro a cultura Portuguesa não seja mais famosa e conhecida pelos estrangeiros do que pelos Portugueses.

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