Zazou Marketing

Some habits are hard to break, and it’s likely that these three will be among them for you. However, in order to make sure that your brochure, website, advertisements and other marketing materials are error-free, keep these rules in mind:

• Do NOT use the ampersand (&) to replace the word “and.” The ampersand should only be used when it’s in a formal name of a company. That means that yes, you do need to take it out of your headline (one of the worst offenders), and you need to take it out of your copy! I know that the rather fun character is cooler and easier to type than three more boring characters are, but that doesn’t change the rule.
• Speaking of formal names, do not use a comma before Inc. or Ltd. And before you publish a company’s name, make sure you are writing it correctly. There are plenty of well-known organizations that we think we know the name of, but we have it slightly wrong. For instance, did you know that it is the Smithsonian Institution, not the Smithsonian Institute?
• When you want to say “also” use “too,” not “to.” I know that you are saying, “Yeah, yeah, yeah. I learned that in grammar school.” But if you pay attention, you’ll be shocked to see how frequently people mess this rule up.

Perhaps for the first time, Air New Zealand has managed to created safety videos that people will actually watch.

With a big dose of humor and light-hearted fun, the video speaks to the company’s lack of hidden fees. How? The safety video stars real-life company employees who are clad only in paint. Yes, that’s right: Paint.

While your head turns because of the elaborately painted-on uniforms, it’s the copy that is the punch line. At the beginning of the safety video, the paint-clad flight attendants introduce the video with the following copy:

Flight attendant 1: “Before we lift off, we’d like to give you what we call the bare essentials of safety aboard this flight.”

Flight attendant 2: “Even if you fly with us quite a lot, we’d appreciate it if you take… a second look.”

You won’t be surprised that seat belts, life vests and baggage conceal body parts, as needed.

Perhaps just as compelling as the curiosity factor, though, is that the crew seems to genuinely be having fun — almost laughing — as they impart their safety wisdom. And the music (“Under My Skin,” by New Zealand singer Gin Wigmore ) is upbeat and cheerful. The total effect is that you really do want to watch.

Along with this new in-flight video is a similar ad campaign that has been running for about a month. The advertising campaign’s slogan is, “At Air New Zealand, our fares have nothing to hide. Which is why the price you pay includes everything — up front.”

In this ad, paint-clad staffers help with bags and paint-clad flight attendants offer drinks. Again, the tone is playful and the copy is the punch line. Case in point: The ad closes with two women sitting in the airport, watching as two pilots in their painted-on suits walk through the airport. One of the women says, “Do you love a man in uniform!”

This marketing campaign is successful on many accounts. First of all, the video and advertisement are entertaining (and you won’t be surprised that they have gotten a good viewing on YouTube). But they also effectively deliver a message about the brand. But, for me, perhaps one of the best parts of the marketing campaign is that in this day and age of security lines and cramped legroom, it makes traveling look fun again.

When you think of people who rent out apartments, what’s the first thing you think of? It’s probably not superheroes, but Apartments.com wants that to change. The website is launching a new marketing campaign that “empowers its advertisers to become everyday superheroes,” says the company’s press release. It goes on to say, “we’re committed to ensuring our advertisers continue to be heroic by adding exposure opportunities and first-class products that drive qualified renter traffic to their leasing office doors.”

All I can say to this is, “What?! Come on!”

Iconic superheroes Batman, Superman and... apartment leasers? Art by Alex Ross and Jim Lee.

The premise, I believe, is to say that they make leasing professionals into more powerful sales people. OK, I can buy that. But the leap to being a superhero? Even after repeatedly reading the company’s press release, I still don’t get the connection — so I certainly can’t explain it here.

It is always a good idea to have good creative when you are launching a marketing campaign. And it’s a great idea to offer a new twist or turn to catch people’s attention. But this marketing campaign is just off-base. I can imagine a leasing professional doing a lot of things, but leaping tall buildings in a single bound is not one of them.

Imagine how powerful a message could be created by some of the worlds’ most creative minds. Specifically, imagine what kind of a message the United Nations, the International Advertising Association and some of the world’s greatest advertising, marketing and media agencies could create…

Well, they have done just that with the launch of Hopenhagen, or hopenhagen.org, “a global marketing and communications initiative that will inspire and generate mass activation around the world,” according to the press release. Yep, we’ve got big names, big ideas and big, lofty goals all converging with this marketing campaign.

What exactly is Hopenhagen? Here’s the opening copy from the website:

“Welcome to Hopenhagen.
On December 7, 2009, leaders from 192 countries will gather at the UN Climate Change Conference in Copenhagen, Denmark to determine the fate of our planet. Let’s turn Copenhagen into Hopenhagen.”

The focus of the climate change conference is to solve our environmental crisis, explains the copy.

And accompanying the marketing campaign copy is a place to add your own thoughts on what gives you hope. The ideas that people have input then run as a scroll on the bottom of the web page.

The focus, then, is clearly hope. And here’s what the press release says about what inspired the idea:

“Hopenhagen stemmed from the idea that the UN Climate Change Conference is an opportunity to protect people and the planet, while powering global green growth. The campaign will emphasize a shift from “coping” or ignoring to “hoping” and ultimately acting to create a new reality.”

What I find most interesting about this marketing campaign is that in today’s world of flash and design-driven advertising and marketing campaigns, it’s primarily copy driven. Even more, it’s effective: the campaign is simple; the copy is creative; and it gets you engaged and thinking.

So, what gives you hope?

A couple of weeks ago I was driving on the freeway and a billboard caught my eye. There was an elephant walking out of a tar pit. The advertising copy read, “Elephant Odyssey. After 12,000 years, they’re finally back. San Diego Zoo.”

My immediate thought? “I need to go see that.”

And guess where I found myself this morning? Yes, at the zoo. In fact, when I arrived, I bypassed the flamingos, the panda from China and the aviary — my usual favorite. Instead I made a beeline for the Elephant Odyssey.

This is one of the few times that I can directly connect an advertisement to my behavior. And here’s how it worked: The ad design caught my attention; the advertising copy got me intrigued; and the total effect then got me to act on that interest. Bravo to this ad campaign!

Santa Monica, California just launched an example of an advertising campaign that does it right: It has good copy and good design. The campaign plays off the children’s game of “One of these things is not like the others” to remind/teach people about the city’s no-smoking laws.

According to the New York Times, the advertising campaign is extensive, including ad wraps on the beaches’ garbage cans and posters at bus stops and A.T.M.s.

The advertisements all have three or four images with the words “One of these doesn’t belong …” or “One of these doesn’t belong here.” The best part — the images change according to where the ad is placed.

So, advertisements for restaurants show wheat, asparagus, breadsticks and cigarettes — each tied together in a similar manner. The ad copy? “No smoking in Santa Monica’s outdoor dining areas.”

Ads at the beach show a palm tree, a surf board and a cigarette. The copy says, “No smoking on Santa Monica’s beaches.”

Ads at bus stops show a wheel, a sign for a bus line, a bus token and an ashtray with a cigarette. “Please keep Santa Monica’s bus stops smoke-free,” the copy says. “It’s for our environment. It’s for each other. It’s the law.”

Ads at A.T.M.s show an A.T.M. screen, an A.T.M. keypad, a bank card and a stack of cigarettes. “Please keep Santa Monica’s A.T.M. lines smoke-free,” the copy requests.

The creative copy and design in this campaign together make a point quickly and easily, while being memorable — all things we strive to do in a good ad campaign.

I tell clients over and over to get to the point: Cut needless words; cut pointless thoughts; and start out sharp (you only have a few seconds to grab people’s attention, after all). Which is why it was so embarrassing when my husband pointed out I hadn’t done the same for myself.

On my website I wrote, “With Zazou Marketing’s writing, editing or proofreading services, your words can be a powerful sales tool: We deliver the words that sell your products or services.” He read it recently and very tentatively asked, “Shouldn’t it start with, ‘Your words can be a powerful sales tool.’?” Well, yes, it should, I admitted.

The moral? Even people who write copy all day, every day can benefit from an outside set of eyes to look over their copy. Sometimes we’re just too close to our words to read it objectively. And sometimes we’re too close to our business to read it like we have never read it before. Either way, remember that your marketing copy will likely also benefit from another person’s editing and viewpoint.

(By the way, if you go to my website, you will see that I have changed my copy to start with, “Your words can be a powerful sales tool.”)

And, for more examples of how to keep your copy to the point and sharp, see my past posting, “Copywriting Secrets To Selling Your Doodad.”

Toyota’s marketing campaign for the 2010 Prius includes advertising on Gas Station TV — you know, those TV screens at the gas pump that show news and ads. I for one hate those TV screens and do everything I can to avoid going to gas stations that have them. I simply resent being forced to watch and listen to whatever is being blasted during the time that I pump my gas.

Assuming I am not the only one who feels that way, I might discourage Prius from using this marketing medium. However, a new study shows that this may just be the perfect venue for Prius to market to those unfortunate people who do have to watch ads while they are pumping.

Why? Because relevance is key. A generally known concept in marketing circles, there is new data to further back it up:

Ads on websites with content that related to those ads were 61 percent more likely to be recalled than those on websites with unrelated content, according to a study from CBS Vision, as reported by MediaPost’s Online Media Daily. Interestingly, social networks, shopping sites and food sites created the best recall rates (29 percent to 39 percent). And non-topic-specific search and portal sites had the lowest recall rates.

While this study is website specific, the results just back up what has already been proved by other studies. So, Prius may actually be smart to advertise to people who are pumping gas (and would rather not be). And you should definitely figure out who your target market is and where they are — and make sure to market to them there.

As the future of our country’s health care is debated, the health care insurance companies look like they are getting nervous — or at least preparing for the worst. What’s the indicator? Health insurance companies have increased direct mail offers by 18% in the past year, according to Mintel Comperemedia (as reported by MediaPost’s MarketingDaily).

The reason I mention it here is because I find it interesting how they are using their copy to differentiate themselves from one another. According to MarketingDaily:

United Healthcare advertises affordability and choice in its new UnitedHealthOne brand, while Blue Cross Blue Shield of Georgia’s SmartSense plan focuses on low costs for the unemployed. Taking a slightly different angle, Kaiser Permanente’s direct mail emphasizes general health and well being, claiming “we’ll help you live well, be well, and thrive.”

No matter what you think about healthcare reform, we could probably all learn a bit from their savvy marketing efforts and attempts to grab some of the market by setting themselves apart from each other.

This morning I got a newsletter in the mail from a company that I have hired in the past. I scanned it quickly and immediately threw it in the recycling. Such a waste — a waste of people’s time and a waste of resources. As you know, this is a very common experience. But then, once in a while, you get one that you actually read. Why? Because it’s interesting and relevant.

Yes, a newsletter that is actually relevant may take more time to create than just spitting out some words to keep on people’s radar. But wouldn’t you rather put your resources toward something that gets read, rather than toward something that is just discarded?

So, when you write your next newsletter, whether for snail mail or e-mail, make sure to do the following:

• Write about something relevant to your customers. Think about what problems your customers call you about and give advice to help solve those problems.
• Tell real stories. Even better, use real customers to illustrate your story — there’s usually no better way to sell your service or product .
• Minimize the sales-y copy. Yes, you want to give your company a plug, but keep it short and sweet. Instead, put the focus on good information — it will be much more effective than focusing on a sales pitch.