Ok, ok, programas do tipo mochilão é o que mais tem no mundo, porém, nesse caso, temos algumas coisas interessantes (não sei se batidas, mas me chamaram atenção).

Ela usa a internet e muitos dos seus recursos (blog, fotos, vídeo, chat, o próprio skype) para mostrar o dia-a-dia de sua viagem. Acontecem reuniões (eu acho) aonde as pessoas podem falar com ela. E principalmente, ela mostra como o Skype a ajuda a se manter em contato com os amigos, familiares, etc. Afinal de contas, o Skype está bancando tudo isso e ele, sabidamente, sabe que esse negócio de exposição da marca por exposição já era, que o negócio agora é a intereação. Achei perfeito.

Por falar nisso, meu skype é tomas.oliveira

Uno dei settori che meglio sta recependo questi segnali del mercato è quello automobilistico. Il prodotto auto sicuramente si adatta bene a questo genere di operazioni di marketing dato il legame affettivo che solitamente unisce l’uomo alla sua macchina. Più è unica, più è solo sua.

Ecco alcuni esempi.

Volvo crea un sito dedicato alla personalizzazione della Volvo C30. Potrai scegliere tra diversi pattern per la carrozzeria, colori per gli interni e decidere anche la tonalità del tuo pannello di controllo. 13.314 sono le possibili combinazioni che ti permetteranno di ottenere una macchina unica. Per adesso il servizio è disponibile solo in Svezia ma a settembre sarà già accessbile anche in Francia e probabilmente si espanderà poi in tutti gli altri Paesi. Guardate la campagna pubblicitaria:

Anche Mini, o meglio la BMW, vi permette attraverso il suo sito di personalizzare la vostra “piccola”.

Devo dire che ho testato entrambi i siti e le possibilità offerte da Mini sono meno fantasiose di quelle della Volvo non essendoci la possibilità dei pattrern ma solo dei colori metallizzati e soprattutto se personalizzare la vostra auto nel sito della Volvo è un gioco e vi diverte, l’impostazione del sito della Mini rimane più seriosa. Provare per credere!

Ultima segnalazione è per l’italianissima Fiat 500. Il sito parla di:

8 diversi stickers di carrozzeria, 10 differenti tipi di badge per personalizzare le fasce paracolpi, 2 coppe ruota, 7 diversi tipi di cerchi in lega, 3 diversi kit di cover per le chiavi, le calotte degli specchi cromate e il diffusore di fragranze.
E ancora: tanti accessori e dettgli sportivi, eleganti, simpatici e funzionali per poter disporre di oltre 500.000 possibilità di personalizzare la propria 500 trasformandola così in una vettura unica, firmata da te.

C’è una 500 per ogni modo di essere.

Se il passaggio negli ultimi anni a macchine dai colori azzurro, verde, viola ha in parte colorato le nostre grigie città, abituate a sole macchine nere, blu, bianche o al massimo rosse, chissà l’impatto visivo che le nuove macchine personalizzate provocheranno.

Na verdade uma brilhante ação de marketing, feito pela Fox, para divulgar seu novo seriado, 9mm - que estréia no dia 10 de junho de 2008.

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I have a friend who works for World Vision and recently on a visit to our house they told me about WV’s Experience: AIDS project. Through a timed entry event you walk through a tour of how HIV/AIDS affects the lives of people. You do this by choosing a story and then wind your way through a maze of exhibits and information. At the end, you find out if you are affected with HIV or not. If you have the gumption, you can try the virtual experience.

Is the current marketing of this pandemic going to make a difference? Currently it’s estimated that over 6,800 people become infected with HIV each day. That would mean that the city of Portland, Oregon, population 545,140, would be completely infected with HIV by the end of this summer.  But it’s unlikely that any of us will have even a small percentage of friends or relatives or neighbors who will succumb let alone all of us at once.  According to the Center for Disease Control, ” Oregon reported 5,740 AIDS cases to CDC, cumulatively from the beginning of the epidemic through December 2005″ There’s little chance to step into this world locally if you live in Portland. But if you care to, you can check out the Portland Area Global AIDS Coalition

Regardless of this, I have friends in Rwanda, and they step out of their house and into the streets where they live and deal with the pandemic everyday.  Sometimes I’ve attempted to come up with all kinds of intellectual answers to resolving this issue.  But I’m not even halfway through Warren’s book, and I can see that she has put into words an answer that any of us can apply, in short, it’s about dying. It’s about dying to self, society and success. The letting go of your life to live a life firmly established in truth.

What is the truth? Once when I was a college student, I took a class in time management where they asked, “What do you want to have written on your tombstone?” The point of the exercise was to get you to think about purposeful planning. Well, the truth is this, it doesn’t really matter what’s on your tombstone.

What’s your next step? If you were put in charge of figuring out a way to make progress on resolving this issue, what would you do? How do you think the global marketing of HIV/AIDS pandemic changes the landscape? Think about it and then tell me.

Investimentos crescentes em marketing online baseado em links patrocinados unem estas empresas.

Na mesa redonda A Experiência das Empresas: A Internet a Serviço das Grandes Marcas, realizada durante o Seminário INFO Marketing de Busca Para Quem Busca Resultados, executivos do Bradesco, Fiat, Ford e Pepsi comentaram a atuação de suas empresas na web.

Luca Cavalcanti, diretor de marketing do Bradesco, diz que o banco conta com um orçamento de 15 milhões de reais para a publicidade online. Com 1,4 milhão de visitantes diários em seu site, ele destaca a importância das classes C e D como um público-alvo que deve merecer atenção especial.

Gustavo Siemsen, diretor de marketing Pepsi Brasil, destacou a grande disparidade entre o nível de atenção que as mídias online recebem do consumidor e o montante investido pelas empresas para atingir esse consumidor. Sem revelar cifras, Siemsen afirma que, pelo menos na Pepsi, o quadro começa a mudar. Os recursos para publicidade online saltaram de 5% para 11% do orçamento de marketing da companhia.

Jorge Stelmach, gerente de desenvolvimento de negócios da Ford na América do Sul, e João Ciaco, diretor de marketing da Fiat, reforçaram a importância da web na mudança de comportamento do consumidor.

Segundo eles, 70% dos clientes passam pelos sites das montadoras antes de fechar a compra pessoalmente nos pontos de venda.

Com 11% do orçamento de publicidade direcionado para internet, a Fiat chegou até a desenvolver uma campanha iniciada na internet móvel, a do Super Punto. A estratégia foi baseada em pesquisas que indicavam um alto grau de interesse em tecnologia no público-alvo da empresa para esse modelo.

Fonte: INFO Online

Que l’on soit d’accord ou non avec ce qui précède, le marketing est fondamentalement l’application d’un principe très simple: il y a différents types de consommateurs, et le but du jeu est de s’adresser à chaque type dans le langage qu’il comprendra le mieux. Si vous faites passer le bon message au bon moment et à la bonne personne, votre marketing est efficace.

Si le principe est simple, son application l’est beaucoup moins. Si vous relisez la dernière phrase, vous constaterez en effet qu’il y a trois moyens de se fourvoyer. L’un des exemples les plus frappants selon moi vient des films adressés aux jeunes (généralement des films de prévention). J’ai toujours été sidéré de voir à quels points ces clips sont caricaturaux: les jeunes sont systématiquement des racailles parlant le banlieusard couramment, et je ne suis pas persuadé que ce type d’amalgame soit plus intelligent qu’un autre.

Mais ce qui a motivé ce post, c’est M6. Je viens de regarder la fin de la saison 3 de Prison Break, qui était diffusée en exclusivité pour ceux qui n’ont pas encore Internet à la maison. La série a fait beaucoup de bruit depuis sa création, et l’audience attendue pour ce soir devait être significative. Les quelques rares “minutes de cerveau disponibles” (Etienne, si tu me lis) doivent valoir leur pesant de cacahuètes.

Heureusement, la publicité est un métier sérieux. Vu le pognon qui se brasse dans l’industrie, on est en droit de penser que les mecs savent ce qu’ils font. Typiquement, le principe de base du marketing, ils le connaissent. Enfin, normalement ils ont dû en entendre parler au moins une fois. Peut-être même que certains ont déjà pratiqué. Mais pas ceux de ce soir.

La coupure publicitaire du deuxième épisode avait commencé plutôt normalement (je ne me rappelle donc pas du spot). Deuxième pub: Vanish, la lessive miracle présentée dans son magnifique packaging rose carcéral. Moi aussi j’ai toujours su que l’audience type de Prison break c’était la ménagère qui recherche une lessive miracle pendant ses heures de loisir. Le bon message, à la bonne personne, au bon moment. Vous voyez comme c’est simple.

Troisième publicité: la brosse à dent Oral B Professional Care 8500 (ça c’est le nombre de mouvements à la minute, le style marteau-piqueur buccal pour les personnes victimes de l’embargo sur l’huile de coude). Là aussi, il y avait peut-être moyen de cibler le public avec un peu plus de précision.

C’est quand j’ai vu débarquer à l’écran la pub pour un anti-rides Nivea, suivie d’une deuxième pub pour de la lessive, que j’ai vraiment commencé à bloquer. Pendant un moment je me suis demandé si j’étais accidentellement passé sur la Nouvelle Star, mais non.

Alors oui, je sais, ne sombrons pas dans les clichés et les généralisations; tous les spectateurs de Prison Break ne sont pas forcément des wookies alcooliques et violents recherchés pour brigandage. Il est donc fort possible que ces publicités aient été bien ciblées pour une fraction de l’audimat. N’empêche, quand on vous a éduqué avec un certain nombre de croyances marketing, ça vous bouleverse d’être confronté à la (télé) réalité.

Former MLB pitcher Gonzalez killed by lightning strike

Sad Story:

Of course, this 1 fatality caused by a lighting strike is more than:

1. The number of chimpanzees infected with HIV, who have died of AIDS.

2. The number of HIV+ diagnoses that have been validated using a well-defined gold standard.

3. The number of US CASES (let alone fatalities!) from H5N1 ("bird flu").

4. The number of patients cured by AIDS research.

5. The number of seroconversions observed by Nancy Padian in the longest-running study on HIV sexual transmission.

Here’s the full BMJ editorial from Roger England calling for shutting down UNAIDS:

"The Writing is on the Wall for UNAIDS"

Everyone should really take time to read the rapid responses, as well:

Rapid responses to England editorial

Compare the calm and reasoned tone by England and Mead Over to the hysterical, irrelevant, comical, overtly political and occasionally nonsensical responses posted there.  In particular, note the following posted by England, graphing BOD (burden of disease) against % of funding devoted to AIDS.  All data points above the line represent countries receiving more aid for HIV than justified by their BOD.  (Click for a larger view.)

Here are some of our favorite quotes from the "many vested interests and reputations at stake":

“The AIDS movement fights inequality, gender and sexual orientation oppression, the economies that structure vulnerability, the corporations that withhold life-saving medicines, the weak health systems that restrict scale-up, and the national and international political systems have mounted a lethargic response at best.”

“We believe that HIV is more than a disease.”

“Eminent British scientist Professor Roy Anderson modelled the course of the epidemic and estimated it will take 130 years to work through the global population.”

“Is HIV exceptional? Yes! The HIV pandemic fits the definition of exceptional, ‘unusual, not typical’. We all know this in our hearts…”

“HIV is a special virus, with genetic mutability unseen before that constantly challenges a ’status quo’ approach to treatment and research.”

and our personal favorite:

“The need for an exceptional response will continue until HIV/AIDS is no longer an exceptional disease…”

We are reminded of another quote, 25 years ago:

“[T]here are powerful forces at work to delay the solution of the puzzle posed by this epidemic and to obscure its group-fantasy origins, since the epidemic itself is a wished-for solution to pre-existing conflicts.”