ADMAN is very busy with the marketing launch. Look out for the press advertorials and editorials in selected Brighton and Sussex magazines. See below for an example of an advertorial which recently ran in Southwater Life.

Kraft Renewable Energy Advertorial

We also have the Google Adwords campaign up and running which targets Brighton and Sussex residents who are searching using terms like Solar Installers Sussex, Sussex Solar, Insulation and Saving Energy.

ADMAN is working with Brighton ethical print and design company Littleseed to produce a DL leaflet which will explain why Brighton and Sussex residents should seriously consider how they can save energy and indeed make their own emission free energy using Solar panels.

The leaflet will be distributed to targeted households in Brighton and Sussex with an increased likelihood of installing solar. It also invites people to host their own Kraft Green Party, where they can find out how they can make and save energy whilst enjoying some of Sussex’s finest local wine and nibbles. If you are interested in hosting your own party please email Kevin at Kraft Renewable Energy now.

Here’s the Google Goggles video so you can see them for yourself:

Google’s glasses will be controlled by voice or vision and will enable the wearer to do things such as make video calls and take pictures. One imagines the glasses will also give the user a rich documentation of their day to day life and experiences. They will also aid the user by displaying relevant and timely information in their vision. For example on a walk to the underground, if the tube isn’t working that day. The mind boggles with the potential and impact they could have on our lives.

Apparently the Goggles will be tested this summer and may even be available to buy by the end of year. I’m saving my pocket money already. Below is a picture of one of the draft designs of the Google glasses.

Google Goggles - How they might look

Lets face it, no-one turns on the TV to watch adverts or listen to advert music….

That’s why the ‘madmen’ (and women) who create these 30 second wonders have to work so hard to keep us from sneaking out for a cuppa, going to the loo or just plain falling asleep on the sofa during the break… and in times of economic hardship they have to work even harder.

Music plays a big part in their master plan.

The best ads should ‘add’ (geddit) something to our viewing experience. They’re funny like the Compare the Meercat ones or they introduce us to some great new music.

My wife just ‘ituned” (new verb), after loving the music for the Nescafe gold blend ad by Rebecca Ferguson. (you have excellent taste darling)

Some lucky bands can fast track the gig slog by getting a hit ad slot.

Recently many new licencing companies, like Musicdealers, have sprung up, hawking the work of new bands, artists and composers directly to ad agencies and film/tv producers.

Babylon Zoo's Spaceman - Music for Levi's Ad

An early example of ‘bi pass success’ was Babylon Zoo’s ‘Spaceman’ which No1 bulleted after featuring in a Levi’s ad. More recently the Dandy Warhols’ career was resurrected by an ad for Vodaphone featuring ‘Bohemian like you’.

Some music is still commissioned though. One useful tip I was given: when answering a musical brief, do a couple of cues which fit the bill absolutely and then throw in a curve ball which you personally like. Quite often they go for your favourite.

Worst ad music…Isa Isa Baby, Nationwide….Take a half decent song and destroy it with annoying neck movements….But wait, annoying sells, people remember the irritating over the bland, admen know this, hence the prevalence of the ‘Go Compare’ and ‘We Buy Any Car dot com’ type ads…the annoying music brands the brand name irrevocably into our brains.

Nationwise Isa Isa Baby Advert

In the creation of a commercial advert, music is usually the last part of the puzzle. The film is shot and then different sounds are tried. Beware the director who is also a closet Ryan Adams. He has his own ideas. Allegedly one art director dismissed all prospective cues and used a bit of his own simple (crap) guitar strumming for a MacDonalds ad..and pocketed a few grand…Burger him…

Sometimes our favourite tunes can loose all credibility when used in ads, their magical, highly personal associations thrown wide open to the masses e.g Jimi Hendrix’s ‘Axis bold as love’ heroin inspired guitar solo for PC world and James Brown’s ‘I feel good ‘ for a recent Ecover cleaning products. Puleeeeeeeeeese.

Advertising is a science, cause and effect rules, albeit a little hazily. That’s why admen split us into handy Orwellian social groups: a, b, c etc. This makes it easier to tap into our tired brains, target our needs and exploit our desires with music that suits our demographic. It’s no use selling Saga holidays with gangsta rap…(unless you’re being painfully ‘Ironic’..(viz the hells angel granny cliché ) just as its no use flogging trainers with a Cliff Richard cue (unless our hero is running off a cliff).

A broad appeal is usually the musical criteria…the kind of brief every composer dreads goes something like……. ‘can you do some thing like Coldplay…but not Coldplay…a bit more, you know, um Lady Gaga meets Coldplay ..with a bit of Michel Buble (with a cute accent) but instrumental…unless it’s opera…but not too high brow…but hey…in your own style of course.’  ….

at ease,

Michael.

Michael Bishop composes high quality music and sound for Film, TV, Radio, Advertising, Games, Websites and Events. His clients include Dulux and the BBC. Contact him at http://www.michaelbishopmusic.com/ 

Local local magazine Peacehaven Directory

Mention the terms local newspaper, local magazine or local radio station for Brighton and you might think of The Argus, Latest Homes, and Juice FM. These are media which cover all of the Brighton and Hove area or beyond. But these new local local magazines just cover a specific area of Brighton such as Kemp Town, Seven Dials, Preston Park and so on. Here are a few examples:

The Post covering Westdene, Tongdean, Withdean and Patcham

Preston Pages covers the Preston Park area

7 Directory for the Seven Dials area

Peacehaven Directory for Peacehaven and Telscombe Cliffs

Hanover Directory for Hanover

The Kemptown Rag for Kemp Town

Most of the magazines are monthly and have a distribution of 5000 to 10,000 households including local shops and business.

So why are they so great?

Well unlike your typical magazine it’s not the editorial content or look of the magazine that keeps readers interested. Yes there are some quirky stories and the odd recipe for malt loaf. And maybe some community news and events. But still I don’t think that’s why they are growing. Rarely for magazines these days – it’s actually the advertising that readers find useful. From local plumbers to organic delis to food delivery services. All the products advertised are local to the reader and therefore very relevant! These days most people understand the importance and value of supporting local business, and even more so at a local local level. Local local magazines provide great directories for their readers to do just this.

So everyone’s happy except for maybe the editors. As Joan from the Preston Pages says, ‘we are trying to help small businesses…but not sure if working for poverty wages is the right way to do that!’. One way to ensure that this useful and relevant media survives is to support it. ADMAN definitely recommends clients to advertise.

Kraft Solar offer solar installation in Sussex

Kraft Solar is a new solar company that will launch in Brighton in 2012. They aim to become the leader for energy efficient solutions in Brighton and Sussex. After a pitch, Kraft Solar have chosen Brighton advertising agency ADMAN to run all their marketing activity. The campaign will include Door drops, Press advertising, SEO, Google Adwords and Banner advertising.

Director Kevin Power said: ‘I am delighted to announce that Kraft Solar has appointed ADMAN. I was particularly impressed with his attention to detail, ideas and his ability to link back to actual delivery’.

We’re currently upweighting activity to promote their pre Christmas furniture sale. The sale finishes on Sunday November 13th and they are offering 10% off their whole stock of Oak and Pine furniture including their popular Oak table and chair sets. Owen Pine & Oak Furniture is found in Chelsfield, Orpington, Kent. Browse their Oak and Pine furniture ranges now.

Milano oak dining table and chair set

Refreshers smell just like Savon Pearle soap

Which got ADMAN thinking that smell is an often overlooked factor by brands. Smells can often evoke much stronger feelings and memories than words, photos, tastes or sounds. Interestingly sometimes the smell of the product is so distinctive, like coffee or sun tan lotion, that is makes it difficult for one particular brand to own the smell. ADMAN has compiled a list of 10 smelly brands which he thinks own their smell outright.

ADMAN’s Top 10 Smelly Brands

1. Nik Naks Scampi ‘n’ Lemon flavour crisps
2. Marmite spread
3. Parma violets sweets
4. Pears soap
5. Imperial Leather soap
6. Walkers Salt & Vinegar crisps
7. Refreshers sweets
8. TCP antisceptic
9. Pot Noodle snack
10. Lilt soft drink

Feel free to disagree or suggest your own top 10 below……

The Fundamentals Exam itself was quite straightforward and though I read the 150 page document Google supply, a pass should be achievable for anyone who works with Google on a regular basis. I imagine the Search Exam might be a bit more tricky.

For those who are interested the exam is 113 multiple questions with 4 possible answers for each question. The exam is taken via software you download which takes over your computer so you can only work within the browser (making sneaky googling of answers impossible for you naughty ones out there). You have 2 hours to take the exam (no pausing possible) and you can mark questions you are not sure on to revisit at the end of the exam and give them some further thought. The best thing about the process is the speed of getting your results. Unlike the poor teenagers going through their GCSE and A Level results this summer – as soon as you click end and fill in the post exam questionnaire (optional) you get them. No time to worry!

I have to congratulate the Motor Neurone Disease Association then, as I couldn’t fail to ignore their Alistair the Optimist advertising campaign.

I always think that cross track 48 sheets on the London Underground are a great media placement for most advertisers. You’re waiting for your tube, its going to take a few minutes which isn’t enough time to start reading your book or paper, you don’t want to stare at other passengers, so what do you do….look at the posters. Even more so now some of them now allow the playing of 20 seconds of HD moving imagery (called Cross Track Projection).

Anyway this time the poster was the Alistair the Optimist campaign.

Alistair the Optimist MNDA advertisement

Like most professional men in their thirties, I like my music, am prone to a little bit of hypochondria and let’s be honest always wished I was in a band. The headline ‘What’s a dying man got to sing about’ immediately caught my attention. The copy of the ad was similar dramatic and told a story that was captivating, inspiring and tragic. Google the campaign and you come across Alistair’s website with regular blogs and videos demonstrating his positivity and optimism towards his condition and a request for you to do something positive by supporting Alistair with a message and by donating to MNDA. Hopefully after reading this you will.

Owen Pine & Oak Furniture Experts

We are testing 3 product areas, Louis Oak Bedroom furniture, Antique Pine furniture and their new range of Shabby Chic furniture. On each landing page we have placed a stronger call to action button with the phone number more prominent on the page to encourage people to call for prices and more information. As there is no online booking we will monitor the number of calls for these products to see if the test works. As £50 doesn’t buy a lot of traffic we are trying to boost the amount of clicks by starting off at very low cost per click to see which keywords yield the best quality traffic at the lowest cost. Then we can optimise the bids accordingly. We’ll keep you posted on the results.

If you are interested in talking to ADMAN about Google Adwords and your pay per click management please get in touch. We would be happy to do a free test using the Google Adwords vouchers.