Here is an interesting report that highlights the fact that only 16% of college and high school students read marketing email. At Attention Shoppers!, we don’t find that fact surprising at all. Kids today grew up using email and IM. And, ignoring marketing messages online is really easy.
So will these kids grow into adults who also ignore email? If marketers don’t change the way the write and design email, most certainly. The great, iconoclastic ad man, Howard Gossage, put it very well when he said, “People don’t read advertising, they read things that interest them. Some happen to be ads.” So if you want people to read your ads, or your emails, make them interesting—valuable in some way—to the intended reader. Now that sounds simple and just common sense. But very, very few marketers understand it. Which is why email marketing is not nearly as effective as it might be.
You have probably seen the fantastic online work done for Swedish home furnishings giant, Ikea (if not, here’s an example of their latest mind-bending masterpiece). Now French home improvement and gardening retailer Leroy Merlin shows us that they, too, can make online retail work beautiful. Check out the animation and user interface on this site. Oh, it sells hard. But you want to spend time with it—you want to explore and discover. Fantastique!
Take gander at this interesting, well-produced site for some of the world’s favorite candies. There’s lots to see and do on M&Ms Street, and the experience is a great combination of sound design, video and flash animation.
However, it’s one of those executions that probably won’t see the light of day on the US M&Ms site anytime soon. That’s because one of the “activities” that you can partake in on M&Ms Street happens to be in “Sexy Sweet”, a….umm.. “dance” club.
There, your favorite M&Ms do a striptease to show off their chocolate goodness. Both male and female M&Ms get into the act. It’s all quite humorous, and obviously they are going after an older, French crowd with this. But given the fact that it’s on the Web, where anyone, anywhere can see it, we’re a bit surprised that the Mars company would want that kind of an association with their brand.
It is Thanksgiving Eve, when all thoughts turn to eating (and giving thanks, but that may be just an excuse for massive eating in some quarters). We at Attention Shoppers are no different, which is why today we are highlighting this relatively odd execution from the fine country of Sweden (where, of course, they will not be celebrating Thanksgiving tomorrow).
Done on behalf of Heinz ketchup, this site is actually a scientific experiment! The Swedish scientists/ketchup marketers have placed two plants in identical environments. EXCEPT, one plant is exposed to messages from a human voice. Actually, it’s a digitized voice which is necessary because visitors to the site are allowed to type in their messages which will be read to the plant by the digitized voice.
How is all this supposed to sell Heinz ketchup? Perhaps it proves that Heinz will do anything to get great tomatoes to make great ketchup. Will people care? Or will they think it is about as exciting as watching grass grow?