Snapchat, typical case for startup struggles in commercialization (st)

Original link from Business Insider.

It takes time to build a sales organization that can meet the needs of all the world’s biggest advertisers. One of our advertising agency sources said someone internally at Snapchat had admitted to them that “they don’t know where they are yet as a sales organization.”

 

McDonald’s geo-filter Snapchat campaign.

That agency source, who is director-level at an agency in the US, said: “When they speak to us, it feels very ad-hoc. We wanted to do something with them [for a major brand] that would make headlines — like McDonald’s did with its geofilters [campaign in June] — but they were not equipped to do that and respond to our pitch and think of ideas. It seems to me like the McDonald’s geo-filter came from the brand and agency, who asked them: ‘Can you do this?’ And the sales side says: ‘Yes, we can, if it’s not too hard for us to do.’ It feels like they’re saying [to other pitches]: ‘We don’t have time to do that now.’”

Meanwhile, many of the director-level agency sources we spoke to outside of the US said they had only had initial meetings with Snapchat — and many had received no contact at all.

A director-level marketer at a major consumer brand in the US said Snapchat was only “gingerly” talking to his company. He added that while he saw the value of the app as a platform to reach younger consumers, he had yet to be convinced that any of the paid-for Snapchat ads from other brands had been successful.

The lack of hard numbers or case studies was a recurrent theme in our conversations with advertisers and agency execs. Marketers love numbers. They need to be able to prove to their chief financial officers that the $750,000 they plan to splash out on Snapchat is likely to generate a return for the business.

Advertisements

Idea: traditional vs digital – chung ý, khác hình (on-writing)

Hôm trước tình cờ lấy ví dụ cho một bài chia sẻ, dùng 2 cases này mới thấy rõ sự “giống mà khác” của idea trong traditional và digital hiện nay.

Traditional: The Hardest Job – Client: P&G, nhân dịp Olympic 2012 – Agency: W&K (không thể lẫn vào đâu được!!!)

Digital: The World’s Tough Job – Client: Card Store – Agency: TBC

Chiêm nghiệm: đặt cục gạch – viết sau!!!

 

Kinh doanh game ở “nước người ta” như thế nào? (on-writing)

Warcraft và câu chuyện kinh doanh của tượng đài Blizzard

warcraft-movie-001-2423-1436982007

orgrim-4498-1431974283

Game – mảnh ghép không thể thiếu để tạo nên một “universe”

Tại sao Star War chỉ có 2 phe Jedi và Sith? Tại sao luôn là “người tốt/kẻ xấu”? Nếu sự minh bạch đến đơn điệu đó làm bạn nhàm chán thì các tựa game sẽ thay đổi điều đó. Sẽ ra sao nếu bạn là một thế lực thứ 3, lao vào hạ knock-out hai gã kia? Đó chính là cốt truyện của Star Wars: Knights of The Fallen Empire

Screen Shot 2015-07-17 at 12.50.25 PM

Sith và Jedi ah, xưa rồi Diễm ơi …

Vai trò của game – kiếm tiến, xây dựng thương hiệu hay duy trì lòng trung thành?

tong-hop-tin-tuc-thi-truong-game-dang-chu-y-thang-62015 (2) tong-hop-tin-tuc-thi-truong-game-dang-chu-y-thang-62015 (3)

Phụ lục: Các đế chế franchise 

(single brand, không tính các holding companies như Disney)

Không thể không nhắc đến những điều Lord of The Rings đã làm được cho New Zealand, và cách New Zealand tận dụng cơ hội này.

48e64b6531e0f07214d804105e0d9bc8

Các quảng cáo của New Zealand Airlines:

8015406