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  • Disclosure
    Nobody pays me to write any of the copy on my blog, and should I ever have the good fortune that they do, I will declare it. My main employment is as the owner and principal of The Future Place consultancy. The Future Place provides two key services 1) training and services to industry and academic bodies and 2) consultancy services to companies. The details of the companies I work with are a private matter, but if I blog about any company who has paid The Future Place more than expenses recently (approx. two years) I will mention that they are a client. I hold equity in Virtual Surveys and provide consulting services to them from time to time. I am paid to run courses for a number of trade bodies and over the last few years clients have included ESOMAR, AMSRS, MRS, and MRIA.

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Media_ROI

I think we all enjoy being entertained, and in doing so any brand associated with that enjoyment can get a sentiment boost, which no matter how you actually feel about the product, has been positive for Old Spice as a result of this campaign (people really enjoy it).

That said, sales must go up for brands to continue the strategies being used, and minus measurable sales increases (ROI), we'll be looking at the same video 3 years from now, because without attributed sales such campaigns will not be funded.

I'd like to see more online coupons, time sensitive price reductions and or pass codes associated with the purchase of products, weaved into the messages. In other words, ad offers to the content in some which would more easily allow ROI tracking, specifically from the campaign and irrespective of the aggregate sales data which could be skewed in some ways (i.e. -Walmart).

Richshaw

Hi Ray, Looks like Old Spice are doing ok so far http://bit.ly/cIPvjo. I may have to pop into Boots and get some, I'll smell like my grandad.

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