Shouting Can’t Compete With Storytelling

Gee Ranasinha Advertising, Business, Communications

Another fantastic example of the “storytelling” style of Advertising 2.0 – aka “The Continued, Slow Death of Shouting To Get Attention” – this time from Chicago-based design/ad agency Coudal Partners. Click here if you can’t see the video below. This is how you sell stuff today. If you want to get your message out there and past the daily detritus of intrusive, interruptive messages that are fighting for your customers’ attention, your only hope is in standing out. Everyone else is shouting at your customers with “Buy Me!” messaging. You need to do something else if you want to be seen. Today, the currency required to get customer attention and mindshare is less about shouting about how great you are, and more about attributes such as creativity and storytelling. This really scares the C-Suite brigade, who’ve been brought-up putting together messages that shout to get attention. For many, the closest they get to storytelling is when they’re talking with shareholders. The “C” in “C-Suite” doesn’t often stand for “Creative”. Hey – in many organizations, it stands for something a lot ruder than “Chief”… Today’s value communication is not about getting celebrity endorsements, hiring the hippest film director, or having a …

next generation email marketing

Email Marketing: It’s a Question Of Value

Gee Ranasinha Communications, Marketing

In the old days of marketing, the very fact that a company had a prospect’s email address equated to having their attention. Not any more. If your email inbox is anything like mine, barely a day goes by when you don’t receive some kind of marketing circular. We’re constantly bombarded with so-called “special” offers, company or product news updates, or sales pitches – all continually fighting for our attention. As a result we’re increasingly desensitized to most of the marketing messages that companies send out. More often than not we look at the name of the email sender, perhaps read the subject headline – only to bin the email. Marketers look at the problem as being one of numbers. Increase the number of people receiving the communication to increase the number of take-ups of the offer. They talk about “open rates” – the number of people who view (or “open”) the email as a percentage of the number of emails that are sent out. Since we’re all getting increasingly fed up receiving with such mails, you won’t be surprised to hear that email open rates are in a state of continual decline. Today, depending on the industry, it’s getting increasingly …

Stay Hungry. Stay Foolish

Stay Hungry. Stay Foolish.

Gee Ranasinha Communications

The year was 1992. I was working for a central-London based supplier of professional photographic equipment, and we’d just taken on UK distribution of an innovative high-resolution digital capture system. The scanning back attached to a Sinar large format studio camera, and could capture images at a resolution of 6000 x 7520 pixels. That equates to a digital image of 129MB. This was in 1992, don’t forget. We needed a computer to tether the equipment to. The manufacturer of the camera back only had software for the Apple System 7 operating system. Our company had to buy an Apple computer. My love affair with the Mac was about to begin. The company purchased an Apple Macintosh Quadra 950 – the most powerful machine available at the time. The processor ran at 33mhz. We ordered it with 256MB of RAM – the maximum it could take. We bought Adobe Photoshop 2.5.1, a Radius 20 inch (CRT) monitor, and a Radius Thundercard accelerator that was meant to speed-up Photoshop. Running an “unsharp mask” on a 129MB file could take 2 minutes or more. Just opening the file could take 30 seconds. No-one in the company would go near the new arrival. It …

mobile web visitors have different expectations

The Mobile Web Isn’t The Web

Gee Ranasinha Communications

The world’s gone mad for mobile. It’s all about the mobile web. Mobile devices – primarily smartphones and tablets – are set to become the dominant vehicles for accessing the internet. At the beginning of 2011, there were reckoned to be 500 million mobile internet users. Sony Ericsson predict that this figure will DOUBLE by the end of the year. Already today more than half of online users access the internet via their mobile devices. By 2013 more people will be accessing the internet from their mobile device than from their PC. Analysts such as Mary Meeker from Morgan Stanley predicted all of this two years ago. So, in order for your business to be visible on the mobile internet, you need to pull your finger out and have a mobile version of your current website up and running PDQ. Right? Wrong. Eh? You don’t want a mobile version of your existing website. Just as you don’t want what amounts to little more than an HTML version of your brochure – which, if we’re honest, is what 99% of company websites were up until maybe five years ago (and, as well all know, many are still stuck there). Yes, you …

Product brochures are obsolete

Have Product Brochures Become Obsolete?

Gee Ranasinha Communications

The role of a marketer has changed, to now include the curation of user-generated content and use the company’s visibility to push this content to the their audience. So do we still need product brochures?

importance of relevant content in business marketing

Content Isn’t Everything. It’s The Only Thing.

Gee Ranasinha Advertising, Business, Communications, Marketing, Social Media

For most businesses, where is the first contact point between the company and a prospective customer? Before they see your ad, read your postcard mailer or receive the sales cold call, the first engagement point with your company is most probably your website. So why don’t more companies take their website seriously? I don’t (just) mean the design and having up-to-date information on your business value offering – i.e. whatever it is that you sell. I mean having content on there that existing and prospective customers want to read. I mean having a ongoing and regular program of delivering new content that your audience will find interesting. So interesting that they’ll come back again, to consume even more of it. Today, before a customer buys your product or service, they “buy” into your company. They listen to your story, why you do what you do – why you sell, as much as what you sell. I’ll bet you that, just as with our company, one of the most clicked-on pages on your website is the “About Us” page. If your company’s brand persona resonates with your customers, then (all things being equal) they’ll be more likely to buy from you …