HOW APPLE BECAME A BULLY TO PC USERS

Posted by John Park on Sep 23rd, 2008
2008
Sep 23
We’ve all seen the smart “Mac vs. PC” commercials.  Like most people, I thought they were really funny at first.  Here was the cool, fit and obviously self-confident Gen Y’er named MAC making fun of the slightly overweight, glasses wearing, badly out of fashion PC on everything from video capabilities to not being the computer of choice on college campuses.  It was a brilliant idea for an ad campaign and it certainly had legs.  We saw parodies on SNL and even some funny amateur remakes on You Tube.  And truth be told, it did help Apple sell more MACs.  This is especially true with the young aspirational audience that is always buying in to the latest “cool” gadget.  With this said, I believe that Apple underestimated the potential downside of this somewhat “snobby” campaign.
 
By starting this fight, Apple managed to do an amazing favor for Microsoft without really trying.  Steve Jobs and his cronies turned Microsoft in to an underdog.  And, no group of people loves an underdog more than the American public.  Just imagine how Rocky would have turned out if he didn’t live in the poor crime infested section of Philadelphia and if he didn’t have to train in a meat packing plant.  The bottom line is that we all have a soft spot for someone who is trying really hard but is against some formidable obstacles.  Compounding to this sentiment is the fact that MACs generally cost more than PCs furthering an aura of dare I say “elitism”.
 
Like many, I eventually grew tired of the commercials and began to root for the fat PC guy—subconsciously.  This past weekend, Microsoft finally retaliated against the barrage of Apple’s attacks by launching their “I am a PC” ad campaign.  Although the ads have only run for a few days, it has become the center of conversation at many marketing and ad agencies including our own.  It will be interesting to see how Apple responds.  I am sure they will answer in some clever Steve Jobs way.  But for now, the PC users are joining together to say to the world “I am a PC”.  Of course, the HUGE irony in all of this is we all know who the real bully is.  What is the point of this post?  Don’t turn your competition in to a crowd-pleasing underdog.
 
Check out the full commercial below.  By the way, I am a PC and I help businesses do more business.
 
 

 

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Why I hate partial toll-free vanity numbers — So… 90’s!

Posted by John Park on Sep 11th, 2008
2008
Sep 11

Blackberry Keyboard

 

Today… a post about adjusting to the times.  For those of you business owners who are exclusively using toll-free vanity numbers on your ads, I have a message for you.  STOP doing it!

 

This is especially true if you insist on putting these phone numbers that spell something on your mobile or outdoor ads.  Yes, I am referring to the vans, trucks, billboards and etc.

 

THE REASON:  Many alphabet placements on cell phones are different than regular home or office phones.   That’s right.  The letters are not in the same place.  If I tried to dial 1-800-FLOWERS from my blackberry, I would have no idea how to do it and the call will most certainly end-up as a wrong number.  This is not counting the frustration and loss of that immediate and often emotionally-based inquiry.

 

What’s the solution?  The idea of vanity phone numbers are not completely bad because it allows us to memorize a number quickly but you cannot print the vanity phrase alone as many businesses still do.  Below is an example of how it should be publicized.  In essence, the real number should be present with the vanity phrase.

 

1-800-FLOWERS
1-800-356-9377

 
In addition, partial vanity numbers should be avoided completely in my opinion.  You’re much better off trying to get a number with consecutive same digits.  By the way, I have never met anyone that likes dialing a vanity number as you slowly focus in on each letter to translate it on your dial pad.

 

Sorry for the tirade.  I just drove by a van that was promoting a carpet cleaning service.  I am in need of such a service.  When I started to dial it, I realized that part of the toll-free number they were marketing was a vanity number.  Partial vanity phone numbers are the worst because they are harder to memorize thus BRAND.  I had to give up because I couldn’t dial the number.  They lost a prospect and a potential sale.

 

We live in a world of immediacy with instant communication tools at our disposal.  Make sure that your toll-free vanity phone number strategy is in line with the times and today’s technology.  You cannot expect a prospect to memorize your number or write it down only to wait and call you when they get home or to their office.  I know… I know… I could have taken a picture of it with my cell phone camera.  That thought escaped me at the time.

 
***By the way, the same exact problems arise when you have an automated answering system that asks the caller to spell the person’s first or last name.***

 

 

The Ancient Art of Ikebana Advertising?

Posted by John Park on Sep 10th, 2008
2008
Sep 10

Ikebana Advertising

 

Sometimes the best “Eureka” moments come when you least expect it.  A few weeks back, I was watching Anthony Bourdain’s show, No Reservations.  Yes, I do live vicariously through his show.  This particular episode was about his visit to Japan.  In one of the segments, he visits a school that teaches the ancient art of Ikebana.

 

Ikebana is the Japanese art of flower arrangement.  It has been taught and practiced in Japan for more than 600 years.  Without going in to the Wikipedia description of this ancient practice, I would describe it as an art form to display nature in a way which allows maximum focus on its beauty (lines, symmetry and form) while framing it in the most minimalistic way.  Your eyes are automatically drawn to focus in on the arrangement.  It then encourages you to truly absorb the beauty mainly because there is nothing nearby to distract your attention.

 
In the segment, Bourdain is given a lesson in putting one of these arrangements together.  As the Ikebana Master was explaining all of the intricacies of a qualifying Ikebana arrangement, he said something that perked my ears.  When Bourdain asked him why an Ikebana arrangement was displayed in such a minimalistic way, the Master explained that natural beauty must be given space to breath and flow.  This single focus allows the viewer to truly enjoy and delve deeper in to the center of attention—the arrangement itself.
 
And here I thought that “Less is More” was some Madison Avenue theory.  That’s right.  If the Ikebana Masters will indulge me, I’ve decided that Ikebana is really a form of advertising.  When you think about it, successful advertisers have been practicing Ikebana for decades.  Instead of flowers, they were promoting a product or service that deserved single and focused attention.
 
From my experience, leaving empty space empty is one of the biggest challenges when creating an advertisement, building a web site or developing some other marketing piece.  Of course, it’s hard.  You have a lot to say and most it is originating from the pride you feel of your products, services and business.  The art form is in stopping when you feel that more needs to be said.  This will require practice and commitment to the ancient practice.
 
The rules of Ikebana advertising are clear.
 
1)  Create a central focus point.
2)  Let it breathe and flow by giving it space.
 
So…would your advertisements (arrangements) qualify as an Ikebana ad?  How Ikebana is your advertising or marketing approach?  Is Ikebana advertising right for your business?

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