Archive for the ‘Marketing’ Category

So, your challenge is to come up with a compelling video that people will forward virally to each other, something funny, or sad, or powerful which will provoke people to share with others.  Your problem is that the product you want to promote is a door knob lock!  How do you make that funny?

Before you click on the answer, see if you can come up with anything so you will see how ingenious the following is:

http://www.hallpass.com/media/surelock.html

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A Message in A Bottle from An Iraqi Kid: Here is a remarkable example of hope, grassroots activism, and simple excellence in marketing thought!

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I got a banana on my mail

Published under Funnies, Marketing Jan 21, 2008

Stefan Sagmeister, who created the OneVoice Logo for us, just mailed me a banana as an invitation for an event to unveil his latest book…IMG_0058

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Worth visiting the home page of this Dutch Department store… …give it a few seconds to see what happens… VERY CREATIVE:

http://producten.hema.nl/

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A revolution inside the human brain is taking place far beyond our capacity to understand.

What we call "A.D.D." or attention-deficit-disorder will become the norm rather than the exception, if it hasn’t already.

Our brains used to de-construct and decompress during leisurely walks between work and home, but if you see people walking nowadays, odds are they are speaking on a cell phone.  No time to waste: we crave more input.

Email processing makes us "efficient" (though it can also invade our management time) but changes the very way we organize ourselves and communicate.  The constant feedback mechanism turns us into creatures desiring a flow of data and messages.

Instant-messaging, social network platforms, the way we seek news over the internet, and email reminders, are all transforming the way we think, process, relate to other human beings, and relate to our brains.

The impact of this constant-feedback/short-span model of communications is already felt in entertainment platforms, where Youtube’s short-clips are becoming more the rage than long-format movies. 

When we design a video presentation for OneVoice or PeaceWorks, of course we forget about the 1 hour or 20 minute pieces, but now even the 5 minute piece which was acceptable a few years ago is a total eternity.  You have 1 minute max to convey your message, no matter how deep or complex.  After that you’ve lost your audience.

I will not be surprised if the next generation of human beings is radically different in the way people relate to one another.  We have no idea what we are going to become.

And I have a fleeting feeling (as feelings and thoughts increasingly are) that it is not going to be pretty.

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Earlier this week I rode on my first hybrid taxi in NYC and was ecstatic for a few reasons.

  • First because this environmental victory for all of us is the work of my friend Jack Hidary, who for years lobbied the NY State and City governments to reverse policies that actually prevented hybrids in the taxi fleets! (go figure!)
  • Even once hybrids were approved by the law, there were so many misconceptions and conspiracy theories preventing the taxi drivers from purchasing one, so Jack pulled off a creative guerrilla marketing coup: he hired a bunch of young people to go educate the taxi drivers on the financial benefits of hybrids to them; since time is money and drivers didn’t have time to just sit and chat, Jack handed out wads of $5 bills to his staffers, who’d take short rides on the taxis and strike conversations about the Hybrids…low and behold, it started working

IMG_0043     IMG_0042

  • Now the best part is that drivers are going wild now that they realize the benefits of driving a hybrid over a regular gas guzzler.  On my 10 minute ride one night in NYC, my driver got stopped TWICE by other taxi drivers, who asked him whether the shift to hybrid was worth it.  This was what the conversation was like:

Guzzler: "Hey, are you happy with the hybrid? What do you think? I am thinking about it but need to ask some questions.

Hybrid Driver: "There is nothing to ask"

Guzzler: "Is it worth it?"

H: "There is nothing to ask, I pay $8-10 in gas a shift.  You are paying $40 per shift."

G: "Can I lease your taxi for a shift to check it out?"

H: "There is nothing to check.  There is nothing to wait.  You can buy one of these with the gas you will save in the first year."

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[If thinking of using any of the blog entry below, please see important DISCLAIMER at the bottom of this email]

Here are stark examples of terrible biased polling.  This poll comes from Dr. Nabil Kukali from PCPO:

Up to which extent do you agree to or oppose each of the following items should there be in the near future a public referendum on a peace agreement with the Israelis?

West Bank and Gaza Strip:

01) Israel would keep 4 % of the West Bank and Gaza Strip area, which contains 80% of the Israeli settlements. As an exchange for that, Israel would offer the Palestinians 2% of its land adjacent to Gaza Strip. Would you support or oppose this deal?

Response Percent
     1. Support. 21.2
     2. Oppose.  72.2
     3. Don’t know.  6.6

Why the Above Question is Biased and Badly Framed: Of course any human being would oppose giving 4% and getting 2%, let alone giving land centrally located and getting something down south in arid land.  But that is not what is on the table!  And the principle of fair dealing has been accepted by most Israeli negotiators, that any land annexed by Israel would be compensated on a 1:1 basis, emphasizing a fair bargain. 

A fair way to frame that question (even with the poller’s facts, which I am not sure if are correct) would have been: Israel would evacuate from all settlements except for 3 settlement blocks along the 67 border that comprise 4% of the West Bank, which would be incorporated into Israel in exchange for land of equal size and value that would be given to Palestine.

When polled that way, 69% of Palestinians support that proposal!

NEXT:

East Jerusalem:

02) Living quarters inhabited by Arabs in East Jerusalem should be put under the Palestinian jurisdiction, the Jewish quarters to be annexed to Israel. Would you support or oppose this?

Response Percent
1. Support. 40.6
2. Oppose. 52.7
3. No opinion. 6.7

Why the Above Question is Biased and Badly Framed: Unlike professional pollers like K. Shikaki, who phrase things in neutral ways without trying to curry favor with any particular group, this poller takes a political position by stating the Jewish quarters will be "annexed" to Israel, making this be a concession from the Palestinians.  I am surprised that even with the above framing only 52% opposed it.

An unbiased way to phrase the question would be: Arab neighborhoods in East Jerusalem would be under Palestinian jurisdiction, while Jewish neighborhoods in East Jerusalem would be under Israeli jurisdiction, and each State would have the right to establish its capital within its sovereign territory.  This phrasing traditionally used by Palestinian and Israeli proponents for Jerusalem to be the capital of both states is more factual and feasible.

Next:

The Old City of Jerusalem:

03) Upon dividing the Old City of Jerusalem between Israel and the Palestinians, Israel would keep the "Wailing Wall" (Western Wall), the Jewish and the Armenian quarters. A special arrangement would be made for the area of the Temple Mount (area of Al-Aqsa Mosque). Would you support or oppose this?

Response Percent
1. Support. 18.7
2. Oppose. 72.5
3. Don’t know. 8.8

Again, this poller phrases things in such a way that only ardent pacifists would accept something that seems unjust.  The way it is phrased, Israelis would get to take something quite well delineated, while Palestinians would get NOTHING because no arrangement has been delineated for Al Aqsa Mosque and Al Quds Al Sharif! 

But the fact is that any proposal that will work will need to give due deference and preference to the current status quo of religious leadership, which, little known to most, is already apportioned according to the religious leadership chosen by each side: Palestinian Muslim authorities already oversee Al Aqsa Mosque, while Israeli Jewish authorities oversee the Western Wall, and Armenians the Armenian churches, etc. 

If and when a two state agreement is reached, Palestinians will have sovereignty over Arab East Jerusalem, which includes Al Aqsa. This is a perfect example of how symbols are used to rile people against each other for no practical reason.  If people want to co-exist and respect each other, physical and religious edifices and symbols and institutions will not stand in the way.

Last Example:

The right of home-return:

05) Presuming that the Palestinian State would take up the Palestinian refugees. Israel, with other countries, would establish an international fund for the compensation of those refugees, who want to return under the Palestinian jurisdiction and can’t return to their original homeland in Israel. Would you support or oppose such a settlement of the Palestinian refugees problem?

Response Percent
1. Support. 23.5
2. Oppose. 68.2
3. Don’t know. 8.3

The Refugee Plight is a powerful emotional issue that will not be resolved unless the process for its resolution is perceived to be just.  This is an important distinction: no historic compromise can achieve perfect JUSTICE, but if the PROCESS is PERCEIVED AS FAIR, people will be far more likely to accept it. That is why framing things as above – "Can’t Return to Their Original Homeland in Israel" is manipulative. 

The Clinton Parameters laid out a proposal for how to resolve the refugees’ plight, same which President Arafat endorsed in Taba, that presents the only possible way to address this issue in a way that achieves the core interests of the Palestinian people for recognition of their plight and suffering and a fair process to handle the claims of the refugees, while being acceptable to their neighbors in Israel and their interest in preserving Israel as the single homeland to the Jewish people.

Above all the plight of the refugees would be recognized by the world and the Israeli people – it doesn’t mean Israel needs to "take blame", but for Palestinians it is important that it be acknowledged that whatever the circumstances, they resulted in a terrible injustice to the refugees.  This will go a far longer way to resolving this issue than most people realize. 

It would then be followed by a multi-pronged option for a) refugees to resettle in the new State of Palestine, b) refugees to be given citizenship where they live, c) refugees to be resettled in third countries, d) a limited number of family reunifications to be permitted for Palestinians with family in Israel (the big debate between Barak and Arafat was on what that number would be, which oscillated between 10,000 and 100,000 people), and e) a compensation fund will be created for refugees for any lost property and for their pain and suffering.

DISCLAIMER AND CLARIFICATION: ALL OF THE ABOVE LANGUAGE AND INFORMATION ARE NOT ONEVOICE POSITIONS.  They are thoughts and ruminations based on Daniel Lubetzky’s analysis of data and polls and negotiations positions and documents.  OneVoice as an international movement can only take positions on areas where there is consensus among the Israeli and Palestinian people, and while on many of the above areas there is far more hidden consensus than meets the eye, these issues are not issues on which OneVoice as a non-partisan, non-political movement has taken official positions.

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Here are some really cool pics. brought to my attention by David "Dudu" Vakni, who has an awesome site on creative marketing…

fedex_vs_ups_big

In case it is not clear, these are pictures or ads overimposed on the outside of the truck, but created in such a way so as to seem like in real life they are showing you teh contents inside the truck…

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From the printing press…

Picture16

To distribution,

Picture15

To posters across Israel advertising Oct 18

Picture17

To people as walking signs…

 Picture21

To "VanVoice" – the OneVoice Van!

 Picture18 Picture25 Picture26

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Can this be true? Is it a dream? A reality? Or does that depend on us?

And also visit www.Goal2018.org – the campaign site!

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