1. Government discourage people to consume too much but "adequately take in" diary product because of great fear of tainted milk powder. And also claimed that they will continue to examine related diary food on shelf.
2. People lived in Taipei are doubted consuming tainted diary product for a long time so that they could approach six assigned hospitals to do the examination for free.
3. People could apply for free examination of dairy product.
Monday, 17 November 2008
Customers feedback
1. Compare to Osiana
a) Yogurt’s Taste: Some customers think snow factory’s yogurt is less sour than Osiana’s but the jam is sweeter.
b) Packaging: Snow factory sells a dozen at a time, comparing to Osiana’s 2 bottles in a box so that customers can choose more flavor.
2. When customers write them an email could get a quick response. And customers also impressed with their attitudes toward introducing their yogurt.
3. The size of a cup of yogurt is much bigger than a customer imagined.
4. A customer suggests a person to buy a dozen of yogurt with friends because of 12 expiration date is a bit short.
5. A customer thinks their yogurt up to certain “expert” level from the packaging to the quality.
6. Customers like mulberry and strawberry flavors the most.
7. I don’t see any negative feedback so farJ
Snow factory's Competitors
1. Osiana (Home-made spooning yogurt) www.wretch.cc/blog/osiana
Snow factory and Osiana provide similar products. The main difference is yogurt’s packaging and the slight different of taste.
2. Asenka (spooning yogurt植物的優): http://www.asenka.com.tw/HerbU/product_1_a.asp?SID=33
The company invites a super model in Taiwan to promote their yogurt and have several TV commercial. This yogurt now is the most famous brand in the market.
3. Yoplait (spooning yogurt): http://www.yoplait.com.tw/yoplait_b.htm
Yoplait invites a popular singer for advertising. Their product positioning is a quite similar with Asenka.
4. Uni-President (Rui-Sui Drinking Yogurt): http://www.uni-president.com/05products/products01.asp
5. Asenka(Drinking Yogurt) http://www.asenka.com.tw/bifido/product01.asp
Snow factory and Osiana provide similar products. The main difference is yogurt’s packaging and the slight different of taste.
2. Asenka (spooning yogurt植物的優): http://www.asenka.com.tw/HerbU/product_1_a.asp?SID=33
The company invites a super model in Taiwan to promote their yogurt and have several TV commercial. This yogurt now is the most famous brand in the market.
3. Yoplait (spooning yogurt): http://www.yoplait.com.tw/yoplait_b.htm
Yoplait invites a popular singer for advertising. Their product positioning is a quite similar with Asenka.
4. Uni-President (Rui-Sui Drinking Yogurt): http://www.uni-president.com/05products/products01.asp
5. Asenka(Drinking Yogurt) http://www.asenka.com.tw/bifido/product01.asp
Sunday, 16 November 2008
Saturday, 15 November 2008
Video Reports
Competitor: Granny Sara (Persian home made Yogurt)
39 NT for a cup, in Taichung.
Keywords: slippery(?), good for digestion, Curry Yogurt, 原味(original taste, or natural taste) yogurt, QQ, 軟軟, 夠純, 天然果醬, 好吃,又沒有負擔, 吃起來不像一般手工作的那麼的酸, 裡面的回憶君,活益菌多, 嘗起來很細緻, 外面的優格比較粗(?), 優格沙拉, 新鮮的優格飲料是老外的最愛, Not Sweet (in taiwan, everything is very sweet, in Canada we don't like sweet), a little bit sour, or natural, thick
http://www.youtube.com/watch?v=xtuLykH8Wd0&NR=1
Snow Factory:
http://www.youtube.com/watch?v=6qNgUwFsdQs&feature=related
39 NT for a cup, in Taichung.
Keywords: slippery(?), good for digestion, Curry Yogurt, 原味(original taste, or natural taste) yogurt, QQ, 軟軟, 夠純, 天然果醬, 好吃,又沒有負擔, 吃起來不像一般手工作的那麼的酸, 裡面的回憶君,活益菌多, 嘗起來很細緻, 外面的優格比較粗(?), 優格沙拉, 新鮮的優格飲料是老外的最愛, Not Sweet (in taiwan, everything is very sweet, in Canada we don't like sweet), a little bit sour, or natural, thick
http://www.youtube.com/watch?v=xtuLykH8Wd0&NR=1
Snow Factory:
http://www.youtube.com/watch?v=6qNgUwFsdQs&feature=related
Pre-campaign rough draft (I also emailed it, formatting didn't hold)
Client Overview:
Client Profile
http://liyihui.myweb.hinet.net/newstore2.html
Snow Factory is a homemade yogurt producer located in Taipei, Taiwan. It was founded in July 2007 by founders of the company. There are currently 3 employees. Snow factory offers on and offline purchases. Sales are made through online, phone, fax, email, yahoo bidding, skype and in store.
Market Analysis:
Snow Factories yogurt is made by 100% pure high quality milk from Taiwan. Sugar-free yogurt and jams with numerous choices of jam fruit flavors are offered. The company ensures quality in their products by not using milk powder and artificial additives. Snow factories current competitors include all yogurt producers; drinkable to scoopable types. They have one direct competitor that is in the same type of business and is located in Taipei, Taiwan. There current consumers are students and potential consumers are in the populations of; health conscious, diet, vegetarians, mothers and environmentalists. Snow Factories yogurt focus offerings position in the industry of dairy products is at the early majority position (34% users) of the S-curve. The company uses their blog as a social-networking marketing tool. Snow factory is unique in that they offer a wide variety of sugar-free fruit flavored toppings as well as being an exclusive online company.
Current Marketing:
Snow Factory offers a website for view of product offerings. Unfortunately the website is not structured in a user friendly way; all information on one page. We feel we can give the company some suggestions in how to improve the website. The website does not contain information on the background or development of the company. On the other hand it does have specifics about the yogurt, jams, purchasing, pricing, quality assurance and instructions. Advertising?
The website provides different detailed information for their customers. Instructions about keeping yogurt fresh: refrigeration time and time to eat it before it is spoiled.
Ammra please help us by adding more content to this area ( supposed to be a couple paragraphs)
Conclusion on how the Adwords campaign should align with the clients business
The campaign will focus on the value Snow Factories offers through its products and services. By identifying what provides value we can then know how to initiate the campaign. Our chosen campaigns all align with the unique attributes of the yogurt as well as what we think customers would be looking for. We feel this company has lots of room for improvement and we see adwords as a tool to jumpstart this improvement.
Proposed Adwords Strategy
Our Adgroups currently include; flavors, descriptive, benefits, occasion and ingredients.
Flavors Descriptive Benefits Occasion Ingredients
Dahu Strawberry Smooth Healthy Summer jam
Mango Creamy Diet milk
Blackberry Handmade Digestible No- milk powder
Lichee & honey Fruity Refreshing dairy
Papaya Fresh Beauty
Apple No-sugar Healthcare
Passion Fruit Dessert Body care
Sugar-free Yogurt (natural)
Low-calorie
Daily and Weekly plan for spending campaign budget
Our target audience settings are health conscious, diet, vegetarians, mothers and environmentalists.
Ad serving options
Keyword Bidding
Geotargeting
Goals
Metrics
Campaign structure and goal
Campaigns Markets Goals Ad groups
1 Customers who are health conscious Categorized by benefits and descriptive
2. Customers who are searching new tastes Increase our customer base Categorized by flavors and description of the products
3. Customers who have babies or young children Increase awareness of yogurt health benefits for the young Categorized by benefits
4. Costumers with environmental concerns Build an brand environmental image Categorized by Benefits
Client Profile
http://liyihui.myweb.hinet.net/newstore2.html
Snow Factory is a homemade yogurt producer located in Taipei, Taiwan. It was founded in July 2007 by founders of the company. There are currently 3 employees. Snow factory offers on and offline purchases. Sales are made through online, phone, fax, email, yahoo bidding, skype and in store.
Market Analysis:
Snow Factories yogurt is made by 100% pure high quality milk from Taiwan. Sugar-free yogurt and jams with numerous choices of jam fruit flavors are offered. The company ensures quality in their products by not using milk powder and artificial additives. Snow factories current competitors include all yogurt producers; drinkable to scoopable types. They have one direct competitor that is in the same type of business and is located in Taipei, Taiwan. There current consumers are students and potential consumers are in the populations of; health conscious, diet, vegetarians, mothers and environmentalists. Snow Factories yogurt focus offerings position in the industry of dairy products is at the early majority position (34% users) of the S-curve. The company uses their blog as a social-networking marketing tool. Snow factory is unique in that they offer a wide variety of sugar-free fruit flavored toppings as well as being an exclusive online company.
Current Marketing:
Snow Factory offers a website for view of product offerings. Unfortunately the website is not structured in a user friendly way; all information on one page. We feel we can give the company some suggestions in how to improve the website. The website does not contain information on the background or development of the company. On the other hand it does have specifics about the yogurt, jams, purchasing, pricing, quality assurance and instructions. Advertising?
The website provides different detailed information for their customers. Instructions about keeping yogurt fresh: refrigeration time and time to eat it before it is spoiled.
Ammra please help us by adding more content to this area ( supposed to be a couple paragraphs)
Conclusion on how the Adwords campaign should align with the clients business
The campaign will focus on the value Snow Factories offers through its products and services. By identifying what provides value we can then know how to initiate the campaign. Our chosen campaigns all align with the unique attributes of the yogurt as well as what we think customers would be looking for. We feel this company has lots of room for improvement and we see adwords as a tool to jumpstart this improvement.
Proposed Adwords Strategy
Our Adgroups currently include; flavors, descriptive, benefits, occasion and ingredients.
Flavors Descriptive Benefits Occasion Ingredients
Dahu Strawberry Smooth Healthy Summer jam
Mango Creamy Diet milk
Blackberry Handmade Digestible No- milk powder
Lichee & honey Fruity Refreshing dairy
Papaya Fresh Beauty
Apple No-sugar Healthcare
Passion Fruit Dessert Body care
Sugar-free Yogurt (natural)
Low-calorie
Daily and Weekly plan for spending campaign budget
Our target audience settings are health conscious, diet, vegetarians, mothers and environmentalists.
Ad serving options
Keyword Bidding
Geotargeting
Goals
Metrics
Campaign structure and goal
Campaigns Markets Goals Ad groups
1 Customers who are health conscious Categorized by benefits and descriptive
2. Customers who are searching new tastes Increase our customer base Categorized by flavors and description of the products
3. Customers who have babies or young children Increase awareness of yogurt health benefits for the young Categorized by benefits
4. Costumers with environmental concerns Build an brand environmental image Categorized by Benefits
Things to keep in mind when running AdWords
I have organized the 130 something page Google AdWords marketing book into followings:
Successful online marketing requires 3R's.
-Reach
-Relevance
-ROI
In Google AdWords, Page rank identifies where the ad will be placed.
Adwords components:
-Headline (25 Characters)
-Description, or the body of the ad (2 lines of texts, 25 characters each)
-Display URL
The first two are called Ad Copy.
Google Search and Content Network
One should answer 8 questions before launching a campaign:
1. Where are your customers located?
2. What language will your ad be written in?
3. What website will your ad link to?
4. What will your ad say? (Can start with free ideas by Google)
5. Which keywords do you want to trigger your ads? (Keywords must be directly related to the ad)
6. What is your payment currency? (usually USD)
7. Waht is your monthly budget?
8. How do you want Google to contact you in the future? (perhaps requires GMail account)
Standard edition Account Structure:
Ad1.1.1 (Keywords1.1.1.1)
-AdGroup1.1: Ad1.1.2 (Keywords1.1.2.1)
-Campaign1:
AdWords Account: -AdGroup1.2: Ad1.2.1 (keywords1.2.1.1)
(Keywords1.2.1.2)
-Campaign2: -AdGroup2.1: Ad2.1.1
Ad2.1.2 (keywords2.1)
Ad2.1.3
Campaign: -Keword Targeted (Search engine) CPC
-Site Targeted (Content Network) CPM
Keywords structure: -Campaign name
-End Date
-Daily budget
-Distribution preference: -Google homepage
-Search network
-Content network
-Langage targeting (if we are choosing TW chinese, then the ad will be shown only on google.com.tw, or on google.com if the user's browser preference has been set to receiving TW chinese contents)
Ad campaigns are valued by a factor called Ad Text Relevance: The ad-text should contain the keywords assigned to it; the relevant the ad groups are, the lower the Min.CPC.
Minimum CPC VS. Maximum CPC:
Each keyword in an AdGroup is automatically assigned with Min. CPC rate. Bidder should set its Max. CPC above the default Min.CPC to have his or her AdGroup placed on Google page. The more relevant, or the higher the Rank of the Ad, the lower the Min.CPC, hence the lower the Price of the ad.
Ad Rank: Max.CPC x Quality Score.
Quality score here is measured by the relevance of the ad.
One can raise the Ad Rank of by doing Omptimization
Optimization can be achieved by: -Adding new keywords
-Adjusting maximum CPC
-Reorganizing AdGroup
-Rewriting Ads
-Changing targeting options
-Adjusting keyword marketing types
-Choosing relevant URLs (Google checks the contents in those URLs, and compares its content to the keywords chosen for the ad, if they match, the higher the AdRank)
So, in a nutshell, the higher the quality score, the lower the Min.CPC, the lower the price of running the ads.
If one can't see their ads on Google, use: 1.Ads Diagnostic Tool, 2.Disapproved Ads Tool.
Ad Formats: -Text Ads
-Local Biz Ads (using Google Map, appear on car GPS)
-Mobile Ads (on cell phones)
-Image ad
-Video ad
To better utilize each keyword, use Keyword Tools by Google.
Creating Keywords:
1. Match: -Broad Match: Ex: "Purebred Puppy" - any phrase containing any of the keywords.
-Phrase Match: Ex: No words between "Purebred" and "Puppy"
-Exact Match
-Negative Match: Eliminates phrases like cheap, free... Ex: "-free", doing so eliminates all searches with "Purebred Puppy" and "free" in it.
2. Scrub: 2-3 words phrases work best
3. Group: group the keywords according to similar themes, products, types...
4. Test and Refine: Learn as you walk. Build your campaign on those keywords that work and eliminate poor performing ones.
Writing Successful Ads:
1. Highlight differentiating characteristics
2. Include keywords in the ad title (Will appear in bold)
3. Include prices and promotions
4. Include call to action: Action verbs: buy, order, purchase...(while find and search are more accurate verbs, but it would show that the customer is still in his awareness/interest mode +[customers go through cognitive-affective-behavioral stages before purchasing a product or service])
5. Avoid using company names, websites in the ad text (unless it is an established company with compelling brands)
6. Capitalize the words in display URL: Ex: "WarmPuppies.com" not "warmpuppies.com"
7. Choose URLs that points visitors to landing pages. (Products should be visible on the landing page)
Choosing Relevant Landing Pages:
Ad words measure landing page quality. The page should contain texts, photos that tell the company's products, expecially those that are relevant with the keywords chosen = Hihger Quality Scores
Landing page should: -Allow users find what the ad promises
-Openly share info about the business
-Clearly define what the biz is, or what it offers
The best flow is: Landing Page - Transaction - Checkout
Well-run campaigns have: -Active Keyword Status
-Low Min. CPC bid
-High CTRs
Optimization tricks:
1. 2-3 word keyword phrases
2. Use keyword matching options
3. Make sure keywords relate to the product
4. Use keyword variations (synonyms, alternate spellings)
5. Similar keyword groupings, themes, ads that focus on that group
6. Write clear, compelling ad text and title
7. Include call to action in the ad text
8. Send users to the best possible landing page
9. Test multiple ads per ad group
Tracking performance
Measuring conversions through: -Purchase
-Sales lead (submit contact info)
-Download
-Subscription
-Page view
Return on Ad Spend ROAS = (ROI) = (Sales Revenue - Ad Cost) / Ad Cost
Successful online marketing requires 3R's.
-Reach
-Relevance
-ROI
In Google AdWords, Page rank identifies where the ad will be placed.
Adwords components:
-Headline (25 Characters)
-Description, or the body of the ad (2 lines of texts, 25 characters each)
-Display URL
The first two are called Ad Copy.
Google Search and Content Network
One should answer 8 questions before launching a campaign:
1. Where are your customers located?
2. What language will your ad be written in?
3. What website will your ad link to?
4. What will your ad say? (Can start with free ideas by Google)
5. Which keywords do you want to trigger your ads? (Keywords must be directly related to the ad)
6. What is your payment currency? (usually USD)
7. Waht is your monthly budget?
8. How do you want Google to contact you in the future? (perhaps requires GMail account)
Standard edition Account Structure:
Ad1.1.1 (Keywords1.1.1.1)
-AdGroup1.1: Ad1.1.2 (Keywords1.1.2.1)
-Campaign1:
AdWords Account: -AdGroup1.2: Ad1.2.1 (keywords1.2.1.1)
(Keywords1.2.1.2)
-Campaign2: -AdGroup2.1: Ad2.1.1
Ad2.1.2 (keywords2.1)
Ad2.1.3
Campaign: -Keword Targeted (Search engine) CPC
-Site Targeted (Content Network) CPM
Keywords structure: -Campaign name
-End Date
-Daily budget
-Distribution preference: -Google homepage
-Search network
-Content network
-Langage targeting (if we are choosing TW chinese, then the ad will be shown only on google.com.tw, or on google.com if the user's browser preference has been set to receiving TW chinese contents)
Ad campaigns are valued by a factor called Ad Text Relevance: The ad-text should contain the keywords assigned to it; the relevant the ad groups are, the lower the Min.CPC.
Minimum CPC VS. Maximum CPC:
Each keyword in an AdGroup is automatically assigned with Min. CPC rate. Bidder should set its Max. CPC above the default Min.CPC to have his or her AdGroup placed on Google page. The more relevant, or the higher the Rank of the Ad, the lower the Min.CPC, hence the lower the Price of the ad.
Ad Rank: Max.CPC x Quality Score.
Quality score here is measured by the relevance of the ad.
One can raise the Ad Rank of by doing Omptimization
Optimization can be achieved by: -Adding new keywords
-Adjusting maximum CPC
-Reorganizing AdGroup
-Rewriting Ads
-Changing targeting options
-Adjusting keyword marketing types
-Choosing relevant URLs (Google checks the contents in those URLs, and compares its content to the keywords chosen for the ad, if they match, the higher the AdRank)
So, in a nutshell, the higher the quality score, the lower the Min.CPC, the lower the price of running the ads.
If one can't see their ads on Google, use: 1.Ads Diagnostic Tool, 2.Disapproved Ads Tool.
Ad Formats: -Text Ads
-Local Biz Ads (using Google Map, appear on car GPS)
-Mobile Ads (on cell phones)
-Image ad
-Video ad
To better utilize each keyword, use Keyword Tools by Google.
Creating Keywords:
1. Match: -Broad Match: Ex: "Purebred Puppy" - any phrase containing any of the keywords.
-Phrase Match: Ex: No words between "Purebred" and "Puppy"
-Exact Match
-Negative Match: Eliminates phrases like cheap, free... Ex: "-free", doing so eliminates all searches with "Purebred Puppy" and "free" in it.
2. Scrub: 2-3 words phrases work best
3. Group: group the keywords according to similar themes, products, types...
4. Test and Refine: Learn as you walk. Build your campaign on those keywords that work and eliminate poor performing ones.
Writing Successful Ads:
1. Highlight differentiating characteristics
2. Include keywords in the ad title (Will appear in bold)
3. Include prices and promotions
4. Include call to action: Action verbs: buy, order, purchase...(while find and search are more accurate verbs, but it would show that the customer is still in his awareness/interest mode +[customers go through cognitive-affective-behavioral stages before purchasing a product or service])
5. Avoid using company names, websites in the ad text (unless it is an established company with compelling brands)
6. Capitalize the words in display URL: Ex: "WarmPuppies.com" not "warmpuppies.com"
7. Choose URLs that points visitors to landing pages. (Products should be visible on the landing page)
Choosing Relevant Landing Pages:
Ad words measure landing page quality. The page should contain texts, photos that tell the company's products, expecially those that are relevant with the keywords chosen = Hihger Quality Scores
Landing page should: -Allow users find what the ad promises
-Openly share info about the business
-Clearly define what the biz is, or what it offers
The best flow is: Landing Page - Transaction - Checkout
Well-run campaigns have: -Active Keyword Status
-Low Min. CPC bid
-High CTRs
Optimization tricks:
1. 2-3 word keyword phrases
2. Use keyword matching options
3. Make sure keywords relate to the product
4. Use keyword variations (synonyms, alternate spellings)
5. Similar keyword groupings, themes, ads that focus on that group
6. Write clear, compelling ad text and title
7. Include call to action in the ad text
8. Send users to the best possible landing page
9. Test multiple ads per ad group
Tracking performance
Measuring conversions through: -Purchase
-Sales lead (submit contact info)
-Download
-Subscription
-Page view
Return on Ad Spend ROAS = (ROI) = (Sales Revenue - Ad Cost) / Ad Cost
Friday, 14 November 2008
from Deniz : after friday meeting notes
MKT analysis
Industry analysis
l Dairy products
l Desserts
l Food services
l Confectioners
l Dairy products
Current potential costumers: blogs
ADwords:
l Flavors (mango, black berry, lizhe&honey, papaya, apple, passion fruit,
)
l Natural
l Smooth
l Creamy
l Handmade
l Healthy
l Fruity
l Dairy
l Jam(homemade)
l Homemade
l Fresh
l Dahu strawberry
l Specialty yoghurt
l Diet
l Digestible
l No sugar
l Summer
l Refreshing
l Dessert
l Beauty
l Health care
l Body care
l Sugar free
l Milk(high quality)
l Yoghurt (natural)
l No milk-powder yoghurt
l Low calorie
l Low calorie yoghurt
l Environmental
3 ways of ordering : telephone, e-mail(the way to calculate CTR and download the form), yahoo
Number of employees and capacity
˙Current and potential customers
Current: students
Potential customers: health conscious people, dietary, vegetarians
˙competitors: yogurt producers of any size (at lower price)
Spoonable yogurt producers, drinkable yogurts
Osiana:
http://www.wretch.cc/blog/osiana/5369107
˙overview of the industry: emerging industry in Taiwan with ?? competitors
˙government control: after the melamine-poisoned milk powder incident, the regulation has become very strict.
˙projected online spend of the industry, competitors how they advertise online
˙market positioning
Attributes: digestion, health, low calories, home-made, natural, fresh
Price:
To : Amraa
Hi..
Ok we will meet in mba lounge at 4:30... see u there hope shelly reads this before so late ..
Ok we will meet in mba lounge at 4:30... see u there hope shelly reads this before so late ..
Thursday, 13 November 2008
Called the manager
One of the managers 黎懿慧 (li2 yi4 hui4) is writing her thesis (perhaps Ph.D), hence unable to see us tomorrow, and will see us on Monday evening 7-8p.m in 生活聽 by Management builiding 1. Thank heaven that it isn't after Tuesday. 蘇立文(su1 li4 wen2) - the guy whom I know is one of the managers and he is not so sure about all the marketing datas, hence they will see us on Monday night. Hopefully by then we will have everything done, but their direct answers.
Also, are we meeting tomorrow at 4:30 PM? Where? How about 活大 (the student activity center by the main library - the one with red doors), or B1 of library?
I have a class from 3:30 to 5:20. Please respond to this post quickly, so that we can discuss earlier.
Also, are we meeting tomorrow at 4:30 PM? Where? How about 活大 (the student activity center by the main library - the one with red doors), or B1 of library?
I have a class from 3:30 to 5:20. Please respond to this post quickly, so that we can discuss earlier.
From Deniz: Some Parts form the book: "Marketing and Advertising Using Google"
Choosing the Right Keywords
Selecting keywords is one of the most important parts of creating a successful AdWords campaign. To pick the best keywords, use this five-step process:
1) expand
2) match
3) scrub
4) group
5) refine
Step 1: Expand
First, come up with as many relevant keywords as possible. What does the business sell? What are the advertiser’s goals? If it’s to sell purebred puppies, some good keywords might be ‘purebred puppies’ and ‘purebred dogs.’ Even better are keywords focused on specific breeds, like “poodle.” List all keywords that come to mind. It’s a good idea to avoid less specific keywords, like ‘dogs,’ which usually cost more and usually don’t relate to a user’s specific search.
AdWords also provides a Keyword Tool (www.google.com/adwords/keywordtool) that generates keyword ideas (shown in Image 3-1). Access the Keyword Tool, enter keywords similar to the ones you want to find, and sort the results.
Step 2: Match
Google offers different keyword-match types to relate to a user’s search. They include broad match, phrase match, exact match, and negative match.
• Broad match means that all searches using that word (in any order or combination) will display the ad. For example, ‘purebred puppy’ will show an ad for all searches with the words ‘purebred’ and ‘puppy’. This could include searches for ‘buy purebred puppy’ and ‘puppy that is purebred.’ This is the default setting for all keywords.
• Phrase match requires the words to appear in order. “Purebred puppy” (entered with quotation marks) shows ads for searches with ‘purebred’ and ‘puppy’ in that order, as in ‘purebred puppy Chihuahua.’ Ads won’t appear, however, for searches with any words between ‘purebred’ and ‘puppy’. This narrows the audience.
• Exact match shows ads when the exact phrase is used in the search – without any other words before, between, or after. So ‘[purebred puppy]’ (with brackets) shows an ad for searches with just the words ‘purebred puppy’, not ‘purebred puppy advice’ or ‘purebred puppy veterinarian.’ This further narrows the audience.
• Negative match eliminates phrases for which an advertiser doesn’t want an ad to appear, such as ‘cheap’ or ‘free’. Negative matches are selected by entering negative keywords with a minus sign, such as ‘-free.’ This option prevents an ad from showing to people searching for ‘free purebred puppy.’
Step 3: Scrub
AdWords is geared toward relevance. Keywords that maintain the same standard give strong results. Irrelevant keywords should be removed from the keyword list. Delete any words that don’t relate to the advertiser’s business. Two- to three-word phrases are usually best.
Step 4: Group
Keywords should be organized into similar themes, products, or types in separate ad groups. This way, each ad can be written specifically for similarly grouped keywords.
For example, here’s a good way to separate keywords for chocolates into three different ad groups:
Step 5: Test and Refine
Users are constantly searching for different things, so advertisers must regularly test and refine keywords. Build on keywords that work, and delete others that don’t.
Boxed Chocolate
Valentine’s Chocolates
Swiss Chocolate
Keywords:
• boxed chocolate
• chocolate gifts
• assorted boxed chocolates
• gourmet chocolates
Keywords:
• valentine chocolates
• valentines chocolates
• buy valentines chocolates
• valentines candy
• valentines chocolate box
Keywords:
• swiss milk chocolate
• swiss dark chocolate
• swiss chocolate
Monitoring Performance and Analyzing an Ad’s Quality Score An advertiser enters a keyword and ad into the system. Now what? With traditional advertising, the work is done. However, with online advertising, monitoring performance and maintenance are part of the advertising model. Most importantly, advertisers should pay attention to Quality Score. Recall that Quality Score measures an ad’s relevance and sets the minimum CPC bid required for an ad to enter the auction. Ads with higher Quality Scores tend to: • get more clicks • be shown in higher positions on search results pages • bring more businesses and customers together Keyword Status Keyword status determines whether an ad is eligible to run in the auction. In other words, it determines whether a keyword is eligible to trigger ads on search pages. The keyword status appears in the ad group view (Image 3-2). There are two keyword statuses: • Active: The keyword is eligible to run in the auction (the maximum CPC bid is above the minimum CPC bid required) • Inactive for search: The keyword isn’t eligible to run on Google or on Google’s search network because the maximum CPC bid is below the minimum CPC required. (Note that the ad may still be shown on the content network.)
If keywords are inactive for search, the system offers a minimum bid required to activate that keyword. There are four ways to reactivate an inactive-for-search keyword: 1. Increase the keyword’s Quality Score through optimization. 2. Increase the keyword’s maximum CPC bid to the minimum bid suggested by the AdWords system. 3. Delete the keyword (if the minimum CPC bid to reactivate it is too expensive). 4. Do nothing. Occasionally, as AdWords gathers more data about a keyword (or as the factors incorporated in Quality Score change) a keyword may be re-activated without any action from the advertiser. However, doing nothing is not recommended.
Optimize Ads to Boost Performance andQuality Score
So far this lesson has covered strategies for developing effective keyword lists, writing quality ad text, and choosing relevant landing pages. Low Quality Scores usually stem from a problem in one of these areas.
Therefore, an advertiser can boost performance and Quality Score by picking and refining relevant keywords, writing powerful ad text, creating high-quality landing pages, and constantly testing and monitoring which techniques work best.
In summary, here are some optimization tricks to boost performance:
• Use two- to three-word keyword phrases
• Use keyword matching options
• Make sure keywords relate to the product
• Use keyword variations (such as synonyms or alternate spellings)
• Create similar keyword groupings, or themes, in each ad group, and ads that focus on that group
• Write clear, compelling ad text
• Include keywords in the ad text and title
• Include a call to action in the ad text
• Send users to the best possible landing page
• Test multiple ads per ad group
Going Local: About Local Business Ads
Local business ads are AdWords ads associated with a specific geographical location. They can appear when a user searches for specific businesses or services in the user’s geographic area. This option gives advertisers a good way to reach local customers. Local business ads are eligible to appear in two places:
• On Google Maps (maps.google.com) in the enhanced manner shown in Image 5-2.
• In the regular text-only format on Google.com and other sites in the Google search network.
Local Business Ads on Google Maps
Google Maps displays an interactive map next to both organic search results and paid AdWords ads. When a user enters a geographic search query, organic search results appear on the left-hand side of the map. Each of these listings is marked in the search results and on the map by a red balloon.
Local business ads appear above or below organic search results, are highlighted by a blue background, and are clearly labeled Sponsored Links. Up to four sponsored listings may appear per search. Each of these listings is marked on the map by a small white balloon. When the ad is clicked, the balloon expands into an information window over the physical location of the business on the map (Image 5-2). This larger balloon can contain:
• A headline (25-character maximum)
• Two lines of creative text (35-character maximum per line)
• A small, eye-catching image (125 x 125 pixels)
• A display URL
• The business name and address
Users who click the URL in the ad or in the information window are taken to the advertiser’s website.
Local Business Ads on Google.com and the Google Search Network
A text-only version of each local business ad is eligible to run on Google.com and other search sites in the Google search network. The way an ad looks varies by search partner. Typically, ads are labeled as Sponsored Links and include two to four lines of text.
In most cases, text versions of local business ads include the same ad text and display URL as the enhanced ads running on Google Maps. An additional fifth line of text also appears that includes the city and state of the business (if applicable).
Quick Performance Tracking: Campaign Summary Metrics and the Report Center
There are two ways to quickly glean AdWords performance data: through metrics on the Campaign Summary page and through the Report Center.
Campaign Summary Metrics
AdWords provides the following information on the Campaign Summary page:
Clicks
Clicks are the basic measure of success of an AdWords ad. Successful keywords are relevant and generate a lot of clicks at a low CPC. However, clicks can be deceiving. Clicks may just be a sign that people are curious about an ad; people may click on an ad frequently, but rarely turn into customers.
Click-through Rate (CTR)
Keywords with high CTRs may indicate that a keyword and ad are giving people what they want – and leading to conversions. But again, a high CTR is no guarantee of conversions or ROI.
Impressions
If generating awareness for a brand is important, the number of impressions can be a sign of success.
AdWords Reports AdWords reports (located in an advertiser’s ‘Reports’ tab) generate customized performance data for multiple facets of an AdWords account. Key features include: • Performance stats for site/keyword campaigns, URLs, ad groups, and the account • Customizable report columns to focus a report on only relevant data • Performance filters to screen for the most relevant information in categories such as cost, impressions, clicks, and CTR • Simple scheduling to automatically generate reports and deliver them to multiple recipients • The ability to create report templates for reuse
Selecting keywords is one of the most important parts of creating a successful AdWords campaign. To pick the best keywords, use this five-step process:
1) expand
2) match
3) scrub
4) group
5) refine
Step 1: Expand
First, come up with as many relevant keywords as possible. What does the business sell? What are the advertiser’s goals? If it’s to sell purebred puppies, some good keywords might be ‘purebred puppies’ and ‘purebred dogs.’ Even better are keywords focused on specific breeds, like “poodle.” List all keywords that come to mind. It’s a good idea to avoid less specific keywords, like ‘dogs,’ which usually cost more and usually don’t relate to a user’s specific search.
AdWords also provides a Keyword Tool (www.google.com/adwords/keywordtool) that generates keyword ideas (shown in Image 3-1). Access the Keyword Tool, enter keywords similar to the ones you want to find, and sort the results.
Step 2: Match
Google offers different keyword-match types to relate to a user’s search. They include broad match, phrase match, exact match, and negative match.
• Broad match means that all searches using that word (in any order or combination) will display the ad. For example, ‘purebred puppy’ will show an ad for all searches with the words ‘purebred’ and ‘puppy’. This could include searches for ‘buy purebred puppy’ and ‘puppy that is purebred.’ This is the default setting for all keywords.
• Phrase match requires the words to appear in order. “Purebred puppy” (entered with quotation marks) shows ads for searches with ‘purebred’ and ‘puppy’ in that order, as in ‘purebred puppy Chihuahua.’ Ads won’t appear, however, for searches with any words between ‘purebred’ and ‘puppy’. This narrows the audience.
• Exact match shows ads when the exact phrase is used in the search – without any other words before, between, or after. So ‘[purebred puppy]’ (with brackets) shows an ad for searches with just the words ‘purebred puppy’, not ‘purebred puppy advice’ or ‘purebred puppy veterinarian.’ This further narrows the audience.
• Negative match eliminates phrases for which an advertiser doesn’t want an ad to appear, such as ‘cheap’ or ‘free’. Negative matches are selected by entering negative keywords with a minus sign, such as ‘-free.’ This option prevents an ad from showing to people searching for ‘free purebred puppy.’
Step 3: Scrub
AdWords is geared toward relevance. Keywords that maintain the same standard give strong results. Irrelevant keywords should be removed from the keyword list. Delete any words that don’t relate to the advertiser’s business. Two- to three-word phrases are usually best.
Step 4: Group
Keywords should be organized into similar themes, products, or types in separate ad groups. This way, each ad can be written specifically for similarly grouped keywords.
For example, here’s a good way to separate keywords for chocolates into three different ad groups:
Step 5: Test and Refine
Users are constantly searching for different things, so advertisers must regularly test and refine keywords. Build on keywords that work, and delete others that don’t.
Boxed Chocolate
Valentine’s Chocolates
Swiss Chocolate
Keywords:
• boxed chocolate
• chocolate gifts
• assorted boxed chocolates
• gourmet chocolates
Keywords:
• valentine chocolates
• valentines chocolates
• buy valentines chocolates
• valentines candy
• valentines chocolate box
Keywords:
• swiss milk chocolate
• swiss dark chocolate
• swiss chocolate
Monitoring Performance and Analyzing an Ad’s Quality Score An advertiser enters a keyword and ad into the system. Now what? With traditional advertising, the work is done. However, with online advertising, monitoring performance and maintenance are part of the advertising model. Most importantly, advertisers should pay attention to Quality Score. Recall that Quality Score measures an ad’s relevance and sets the minimum CPC bid required for an ad to enter the auction. Ads with higher Quality Scores tend to: • get more clicks • be shown in higher positions on search results pages • bring more businesses and customers together Keyword Status Keyword status determines whether an ad is eligible to run in the auction. In other words, it determines whether a keyword is eligible to trigger ads on search pages. The keyword status appears in the ad group view (Image 3-2). There are two keyword statuses: • Active: The keyword is eligible to run in the auction (the maximum CPC bid is above the minimum CPC bid required) • Inactive for search: The keyword isn’t eligible to run on Google or on Google’s search network because the maximum CPC bid is below the minimum CPC required. (Note that the ad may still be shown on the content network.)
If keywords are inactive for search, the system offers a minimum bid required to activate that keyword. There are four ways to reactivate an inactive-for-search keyword: 1. Increase the keyword’s Quality Score through optimization. 2. Increase the keyword’s maximum CPC bid to the minimum bid suggested by the AdWords system. 3. Delete the keyword (if the minimum CPC bid to reactivate it is too expensive). 4. Do nothing. Occasionally, as AdWords gathers more data about a keyword (or as the factors incorporated in Quality Score change) a keyword may be re-activated without any action from the advertiser. However, doing nothing is not recommended.
Optimize Ads to Boost Performance andQuality Score
So far this lesson has covered strategies for developing effective keyword lists, writing quality ad text, and choosing relevant landing pages. Low Quality Scores usually stem from a problem in one of these areas.
Therefore, an advertiser can boost performance and Quality Score by picking and refining relevant keywords, writing powerful ad text, creating high-quality landing pages, and constantly testing and monitoring which techniques work best.
In summary, here are some optimization tricks to boost performance:
• Use two- to three-word keyword phrases
• Use keyword matching options
• Make sure keywords relate to the product
• Use keyword variations (such as synonyms or alternate spellings)
• Create similar keyword groupings, or themes, in each ad group, and ads that focus on that group
• Write clear, compelling ad text
• Include keywords in the ad text and title
• Include a call to action in the ad text
• Send users to the best possible landing page
• Test multiple ads per ad group
Going Local: About Local Business Ads
Local business ads are AdWords ads associated with a specific geographical location. They can appear when a user searches for specific businesses or services in the user’s geographic area. This option gives advertisers a good way to reach local customers. Local business ads are eligible to appear in two places:
• On Google Maps (maps.google.com) in the enhanced manner shown in Image 5-2.
• In the regular text-only format on Google.com and other sites in the Google search network.
Local Business Ads on Google Maps
Google Maps displays an interactive map next to both organic search results and paid AdWords ads. When a user enters a geographic search query, organic search results appear on the left-hand side of the map. Each of these listings is marked in the search results and on the map by a red balloon.
Local business ads appear above or below organic search results, are highlighted by a blue background, and are clearly labeled Sponsored Links. Up to four sponsored listings may appear per search. Each of these listings is marked on the map by a small white balloon. When the ad is clicked, the balloon expands into an information window over the physical location of the business on the map (Image 5-2). This larger balloon can contain:
• A headline (25-character maximum)
• Two lines of creative text (35-character maximum per line)
• A small, eye-catching image (125 x 125 pixels)
• A display URL
• The business name and address
Users who click the URL in the ad or in the information window are taken to the advertiser’s website.
Local Business Ads on Google.com and the Google Search Network
A text-only version of each local business ad is eligible to run on Google.com and other search sites in the Google search network. The way an ad looks varies by search partner. Typically, ads are labeled as Sponsored Links and include two to four lines of text.
In most cases, text versions of local business ads include the same ad text and display URL as the enhanced ads running on Google Maps. An additional fifth line of text also appears that includes the city and state of the business (if applicable).
Quick Performance Tracking: Campaign Summary Metrics and the Report Center
There are two ways to quickly glean AdWords performance data: through metrics on the Campaign Summary page and through the Report Center.
Campaign Summary Metrics
AdWords provides the following information on the Campaign Summary page:
Clicks
Clicks are the basic measure of success of an AdWords ad. Successful keywords are relevant and generate a lot of clicks at a low CPC. However, clicks can be deceiving. Clicks may just be a sign that people are curious about an ad; people may click on an ad frequently, but rarely turn into customers.
Click-through Rate (CTR)
Keywords with high CTRs may indicate that a keyword and ad are giving people what they want – and leading to conversions. But again, a high CTR is no guarantee of conversions or ROI.
Impressions
If generating awareness for a brand is important, the number of impressions can be a sign of success.
AdWords Reports AdWords reports (located in an advertiser’s ‘Reports’ tab) generate customized performance data for multiple facets of an AdWords account. Key features include: • Performance stats for site/keyword campaigns, URLs, ad groups, and the account • Customizable report columns to focus a report on only relevant data • Performance filters to screen for the most relevant information in categories such as cost, impressions, clicks, and CTR • Simple scheduling to automatically generate reports and deliver them to multiple recipients • The ability to create report templates for reuse
Meeting Snow Factory in Person
I have just sent an e-mail:
Dear 蘇立文、黎懿慧
As our pre-campaign strategy deadline is approaching, we would like to meet you in person, and ask several questions concerning your marketing positioning (including online marketing strategy), your industry background (competitors, consumers, seasonality of your goods...).
If possible we would like to meet you tomorrow, the Friday of November 14th. It will take less than an hour, and please don't worry about language barrier, we are able to converse both in Chinese and in English.
We'll bring the Google's official Letter to Business along with us. If not mistaken, your address is: 台北市中正區汀州路二段201巷7號1樓. Hope to hear from you either by mail or telephone soon.
Regards:
鄯安宇, 學號: B94701155
手機: 0953267493
工管系四年級
國立台灣大學
Because I have just sent it, so haven't received any answer yet. Hopefully they will let us see them tomorrow. I have class at 3:30, but if they agree to see us, I will just ditch it (we are too close to the deadline). The questions to be asked are according to what Google requires for pre-campaign strategy report contents. I will print out the official letter to business tomorrow. Hope that you all have been over the requirements, and I will need at least one person to come with me to the place, otherwise I will have hard time to be convincing. Please be sure to read what areas should be covered in the pre-campaign paper. Most of the answers will be provided by the business. Contact me through any method, as I have put my phone above...
Regards:
Amraa
Dear 蘇立文、黎懿慧
As our pre-campaign strategy deadline is approaching, we would like to meet you in person, and ask several questions concerning your marketing positioning (including online marketing strategy), your industry background (competitors, consumers, seasonality of your goods...).
If possible we would like to meet you tomorrow, the Friday of November 14th. It will take less than an hour, and please don't worry about language barrier, we are able to converse both in Chinese and in English.
We'll bring the Google's official Letter to Business along with us. If not mistaken, your address is: 台北市中正區汀州路二段201巷7號1樓. Hope to hear from you either by mail or telephone soon.
Regards:
鄯安宇, 學號: B94701155
手機: 0953267493
工管系四年級
國立台灣大學
Because I have just sent it, so haven't received any answer yet. Hopefully they will let us see them tomorrow. I have class at 3:30, but if they agree to see us, I will just ditch it (we are too close to the deadline). The questions to be asked are according to what Google requires for pre-campaign strategy report contents. I will print out the official letter to business tomorrow. Hope that you all have been over the requirements, and I will need at least one person to come with me to the place, otherwise I will have hard time to be convincing. Please be sure to read what areas should be covered in the pre-campaign paper. Most of the answers will be provided by the business. Contact me through any method, as I have put my phone above...
Regards:
Amraa
Setting up an effective campaign
Step 1. Stick to one goal per campaign:
Ex: What do i wnat to achieve with the campaign?
Sell more coffee beanrs or gift baskets...
Separate campaigns by theme or product line.
Step 2. Make Ad Groups out of your keywords:
Organize Ad Groups by common theme or product.
Group similar keywords together.
At least 3 groups per campaign. Make distinct Ad Group for each group of keywords.
Step 3. Review, test, and refine
Are the keywords logically grouped into Ad Groups?
Does the budget match the goal? If the budget is low, trim the
number of keywords.
*Keyword matching options: broad, phrase, exact and negative match.
Selecting Keywords
Selecting keywords is one of the most important parts of a successful campaign. For information on how to choose the right keywords we encourage you to read Lesson 3 of the ‘Marketing and Advertising Using Google’ textbook from page 53 onwards. Understanding how to choose and structure your keywords will help you perform strongly in the competition.
In addition to keywords, picking the right landing page and creating compelling ad text are critical to optimizing your campaigns. Lesson 3 in the ‘Marketing and Advertising Using Google’ textbook will provide you with useful tips and tricks on this.
TIP: When you’re creating your keyword list remember negative keywords, which will help you create more targeted ads and reach the right audience! Negative keywords can be set at the Ad Group and campaign level. You can find more information on this and decide which level works best for you at http://adwords.google.com/support/bin/answer.py?answer=6635
Dos and Don’ts for account structure and campaign management
Do…
• create multiple Ad Groups per campaign
• group Campaigns by theme, geography or product line
• make it easy to maintain
• continue refining your keywords and ad text
Don’t…
• create just one Ad Group and a big list of keywords
• mismatch keywords in one Ad Group
• run dozens and dozens of keywords for a low budget
• stop checking your campaign statistics
What is the Quality Score?
The quality score is based on: the keyword’s click-through rate (CTR), relevance of your ad text, historical keyword performance, landing page quality, and other factors specific to your account. You can find more information on how the Quality Score is calculated at
http://adwords.google.com/support/bin/answer.py?answer=10215. Based on this Quality Score, we assign your keywords a minimum bid you must pay per click in order to keep your ad running for any one of your keywords.
TIP: It is possible to view the current quality score status for your keywords. To see your Quality Score in your account statistics follow the steps listed at
http://adwords.google.com/support/bin/answer.py?answer=53024.
TIP: Learn how to improve your ad’s performance and optimize your campaigns on page 62 of the ‘Marketing and Advertising Using Google’ textbook. You will find emergency tips and tricks to help you improve your quality score!
One can choose between Google's Search Network (patnered with AOL, shopping.com, ask.com) and Content Network(partners with about.com, lycos.com, nytimes.com).
The Challenge has two written components and one computed component.
• Pre-Campaign Strategy
• Post-Campaign Summary
• Campaign Statistics
It takes great Campaign Statistics to make the regional top five, and then great written reports to win.
Written Report Format
All written reports should be in English and use the following formatting: 12-point Times font, 2.54cm page margins, A4 paper, left-justification, 1.5 line spacing. A4 paper is a standard paper size, in the ‘Page Layout’ section of most word processing programs.
Pre-Campaign Strategy (30 points total, maximum four pages, submitted in English)
In addition to assessment of Communication and Readability (5 points), the Pre-Campaign Strategy has two components. A Client Overview (12 points) helps your team craft and defend your draft AdWords Strategy (13 points). Combined, both components should be a maximum of four pages. Ideally, the groups would gather input from their client SMEs in developing the Pre-Campaign Strategy. All groups must submit the Pre-Campaign Strategy to their professor and to Google.
Client Overview (12 points, about two pages)
This section provides a brief overview of the client and their marketing, as a foundation for the proposed AdWords Strategy.
• Client profile (2 points, a few sentences including some of the following. Please note that some clients may not want to share some information. You may note this in the report if this is the case)
- Name, location, url
- Sales and number of employees
- Goods and services offered
- Key online marketing personnel
- Age of the company
- url, website age, website management
- Company presence and sales via online and offline channels
- Other relevant information
• Market analysis (4 points, about a paragraph including some of the following)
- Current and potential customers
- Current and potential competitors
- Overview of the industry (key characteristics, competitive/saturated/mature)
- Projected and historical online spend for the industry
- Market position/specialties
- Unique selling points of the goods/services offered
- Seasonality of their goods/services or seasonality that the company has identified
- Other relevant market information
• Current marketing (4 points, a couple of paragraphs including some of the following)
- Website uses, e.g. sales, customer service
- Website strengths and weaknesses
- Website visibility, such as Google PageRank, incoming links, a few keyword search results, online advertising, and offline promotion of the url.
- If available, summary information from Google Analytics or other third party web tracking software
- Email campaigns
- Offline advertising
- Other online or offline marketing
• Conclusion on how the AdWords campaign should align with the client’s business (2 points, a few sentences)
Proposed AdWords Strategy (13 points, about two pages including sample AdWords and keywords)
Based on an analysis of the client, their website and their marketing, teams should craft an appropriate AdWords Strategy and metrics for their campaign. The Proposed AdWords Strategy should include:
• Number of Ad Groups and the focus for each Ad Group.
• Keywords and negative keywords
• Text for at least two AdWords versions for each Ad Group
• Daily and weekly plans for spending their campaign budget
• Network(s) for their AdWords ads
• Target audience settings
• Ad Serving options
• Keyword Bidding
• Geotargeting
• Goals for impressions, clicks, CPC and CTR
• Proposed success metrics
• Other relevant information
Communication and readability (5 points)
The Pre-Campaign Strategy should have a logical flow, be easy to follow, use proper English and avoid grammatical mistakes.
Post-Campaign Summary (70 points total, maximum eight pages submitted in English)
The Post-Campaign Summary has three components, an Executive Summary (6 points),
Industry Component (24 points) and Learning Component (20 points). The assessment also includes Communication and Readability (10 points), and relevant use of Tables, Figures and Charts (10 points).
Executive Summary (6 points, one page)
This stand alone document provides your client with a project snapshot and highlights four key factors:
1. Campaign Overview – a basic review of the project by introducing the campaign goals and operational details.
2. Key results – discuss the overall campaign performance as well as the performance of each ad group. Specifically, you will want to reference each group as well as the overall campaign. This section should provide a brief overview of the key metrics.
3. Conclusion – a clear synthesis of the content of the report and key items. This is your chance to tie together the entire package and focus the client’s attention on the most important project aspects.
4. Future Online Marketing Recommendations – simple, actionable and well-justified advice on what your client should do in the future with respect to online marketing.
Develop the Executive Summary after you generate all other content, as it summarizes and will overlap with your content in the Industry Component.
Industry Component (24 points, maximum four pages)
This is the team’s chance to share the results with their client and expand upon the Executive Summary. The ideal approach is to write the Industry Component first and then summarize this content for the Executive Summary. As a rule, you would include most if not all of your Charts, Tables and Figures in your Industry Component and cover the following areas:
1. Introduction – Overview the Industry Component section and introduce it’s core content.
2. Campaign overview:
• Review the major campaign goals (strategic goals as well as metrics: CTR, CPC, and Impressions, etc.) set prior to the project and discuss your general strategies for approaching each goal
• Operational details (campaign dates, money spent, ad groups used). Review the basic schedule and cost structure you followed, your methods for monitoring the account, etc
3. Evolution of Your Campaign Strategy:
• What were the major changes you made during the campaign and what led to these changes?
• How did these changes affect your campaign?
4. Key Results – Summarize your results based on three weeks of data, such as:
• Overall performance of the campaign and individual ad groups
• Discussions of performance of the initial campaign and changes in performance following your optimization efforts
• Discuss the keyword combinations that were effective and ineffective
• Highlight your success stories and make quick, but clear references to the failures you experienced
• When discussing performance, refer to the metrics such as:
- Impressions
- Clicks
- Click Through Rate
- Average Cost per Keyword
- Total Cost of Campaign
- Other metrics provided by the client, such as conversions
5. Conclusions – Synthesize the Industry Component, tie together the entire package and focus the client’s attention on the key project aspects. Take this opportunity to repackage all the information from the data section to display your practical lessons learned to the client. The goal here is to develop a great transition that summarizes the critical results and starts to link these results to the future recommendations in the next section.
6. Future Recommendations – Provide simple actionable and well-justified advice on what your client should do in the future with respect to online marketing.
Learning Component (20 points, maximum three pages)
The teams’ reflection on what they learned should cover four points:
1. Learning objectives and outcomes – what did the team hope to learn? How well did the
team meet their learning expectations? What else did they learn? What key outcomes will the team remember? What were the expected and unexpected outcomes from participating in the Challenge?
2. Group dynamics – what problems did the team encounter and more importantly, how did they overcome these problems? What were some of the expected and unexpected outcomes from working as a group?
3. Client dynamics – what problems did they encounter and as importantly, how did they overcome these problems? What were some of the expected and unexpected outcomes from working with the client?
4. Future recommendations – what would they do differently in the future to improve their campaign strategy, learning experience, group dynamics and client dynamics?
Communication and readability (10 points)
The Post-Campaign Summary should have a logical flow, be easy to follow, use proper English and avoid grammatical mistakes.
Charts, Tables and Figures (10 points)
Teams should intersperse relevant charts, tables, figures to illustrate their results. In addition, teams should label and refer to the charts, tables and figures in the body of the report.
To succeed in the Campaign Statistics you should ensure your team is doing well across the areas listed below.
A) Account Structure
B) Optimization Techniques
C) Account Activity & Reporting
D) Performance & Budget
E) Relevance
Important notes
Invalid clicks: The Challenge discourages Invalid clicks and Google has practices and procedures in place to detect invalid clicks in the competition. Students, classes and institutions risk disqualification for excessive invalid clicks on an account. You can read about how we detect and track invalid clicks at
http://adwords.google.com/support/bin/answer.py?answer=6114.
Competitors’ keywords: In many cases the use of a competitor’s name is subject to editorial and content restrictions, particularly if trademarked. Teams should review Google’s AdWords policies at http://adwords.google.com/support/bin/answer.py?answer=70534 to ensure their ads and keywords comply with these guidelines. Failure to comply with the guidelines penalizes a team’s Campaign Statistics.
Wednesday, 12 November 2008
HI guys
I am available :
saturday after 15:30 (Actually I have class upto 18:00 but I will not go . It seems we do not have free time )
sunday: Ok (I think I can survive for Econ. somehow:) but I prefer meeting in the morning, like 9 or 10????)
for the other days I offered today , it seems you are busy so no need to mention..
by the way Cell Phone : 0935 112 335
hope to hear u soon..
Deniz
I am available :
saturday after 15:30 (Actually I have class upto 18:00 but I will not go . It seems we do not have free time )
sunday: Ok (I think I can survive for Econ. somehow:) but I prefer meeting in the morning, like 9 or 10????)
for the other days I offered today , it seems you are busy so no need to mention..
by the way Cell Phone : 0935 112 335
hope to hear u soon..
Deniz
Tuesday, 11 November 2008
Available time for discussion
Shelley
11/14 (Fri) 4:30~6:00 pm
11/15(Sat) all day will do
11/16(Sun) after 12:30pm
11/14 (Fri) 4:30~6:00 pm
11/15(Sat) all day will do
11/16(Sun) after 12:30pm
[Note]Assignment for next week
1. Report
-refer to "student guide" on Google challenge
-hand in hard copies on next Tuesday
-details in strategy
2.Presentation
-time limited: 10 minutes
-some basic introduction of the company
-refer to "student guide" on Google challenge
-hand in hard copies on next Tuesday
-details in strategy
2.Presentation
-time limited: 10 minutes
-some basic introduction of the company
Yahoo! Adword (Taiwan version)
We could type some keywords to find out the amount of searches in October:
Type: in English in Chinese
------------------------------
cake 蛋糕
yogurt 優格
bread 麵包
-------------------------------
http://tw.emarketing.yahoo.com/ysm/guide/index101.html
This results could only be used in Taiwan.
Type: in English in Chinese
------------------------------
cake 蛋糕
yogurt 優格
bread 麵包
-------------------------------
http://tw.emarketing.yahoo.com/ysm/guide/index101.html
This results could only be used in Taiwan.
Yahoo! Adword (Global version)
These are the statistics and prediction for Yahoo (Global).I'm not quite sure about the results whether it will be the same between English version
and Taiwan version. Yahoo has done great job in localization.
However, the prediction could be a reference to see the frequency of people search such keywords.
Friday, 7 November 2008
Dove Case Review
Question 1.) “For too long, beauty has been defined by narrow, stifling stereotypes,” said Dove’s Campaign for Real Beauty website. “Women have told us it’s time to change all that. Dove agrees. We believe real beauty comes in many shapes, sizes and ages.” Before Dove’s campaign, people get tired of seeing the sexual icons, model type pictures of women bedecked the posters, billboards, TV ads and etc. However Dove brought a new understanding of ‘self-esteem’ and made a revolutionary act to change the concept of “real beauty” by using real Women’ rather than the models. Dove clearly has done this well. Some perceive the campaign as giving everyone the ability to “feel beautiful” and that by buying Dove products, you too can reach your full potential. Women agree about moving away from the stereotypes of women. With its advertising through YouTube and many other blogs, fierce debates and discussion about the issue were in formation. In the very early stages of the campaign” Dove Marketing director for US Kathy O’Brien, told the press that the company wanted the ads to : change the way society views beauty and provoke discussion and debate about real beauty” And this is what exactly Dove did with the “Real Beauty Campaign”
Obviously Dove's new campaign has caught people's attention and did a good job for “brand awareness” It's been mentioned over several prestigious shows including: Jay Leno's late night show, Oprah Winfrey made a show on self-esteem, Ellen Degeneres loved the idea of real women beauty, and news casters reported continuously. After reading several blogs to have an idea about the viewpoint of bloggers about Dove campaign, the results are highly convoluted. Some bloggers support the idea of Real Beauty and have the similar feelings of inner beauty-or natural beauty- while some have found it not really REAL, and highlighted various kinds of controversies under different titles.About the Real Beauty Campaign by Dove, it has become evident that women are touched in "some" level that they identify themselves to one of the 6 ladies on Dove's ad boards. Some sites note that the new campaign's response rate surpassed 700%. There are blog posts about how to help girls have higher self-esteems. Mother’s are posting about how to teach their daughters that they are beautiful. Quite a few women are happy with the Real Beauty Campaign. One blogger posted “Its not perfect, but its a good step in the right direction. No one other mainstream beauty business has done more to expose the dangerous misrepresentation of women in the media.”Another quote from a blogger: “This ad is very real. They're not doing anything special to try and sell you. They're actually taking a very large part in raising awareness that every woman is beautiful, as well as to teach young girls that they don't need to idolize, or compare themselves to airbrushed models on TV.”
Utilizing the internet, Dove's management really got the hold of global attention on female beauty issue. To reach women on the personal level they launched several programs through their funds site.
But besides all the successful entry and sales of Dove mainly attributed to the new campaign, several blogs have mentioned some of the campaign's flaws. Moreover than that some other negative comments about the campaign and some of the ads were also posted . One said the photos of said to be “normal” women are still photo edited to create a type of beauty. Others say they don’t like seeing fat pictures of women and they wonder if it will diminish dreams for beauty.
Question 2.)
Compared to what and how mainstream media worked, the mainstream media of today is not as fragmented as it was. With the invention of Web 2.0, the ever increasing internet users creating and consuming information. What they say matters to the sales of a new product. Businesses of the 20th century rooted for repeat purchasers, but with global reach of the internet access, one time successful promotion to only a half of internet users can make one a millionaire. No matter are online advertising or a traditional ads, customers are smarter and become skeptical to judge an ads. Dove is highly aware of the situation and used the new tools of marketing. Dove's new marketing campaign has been successful due to the velocity with help of internet users, bloggers and tubers (YouTube users) to be specific. The background of the campaign was directed by several researches, interviews, surveys, psychiatrists’ consultations, and conversation with women. etc. (Exhibit 4) so what Dove do is involving the costumers ideas to the campaign directly. Right along with all, Dove organized a contest for the consumers to create their own ads. By doing this they keep the costumers (“real” women)/audience incorporated to the campaign. For the new way of marketing the consumers are not passive anymore. They were totally inside the campaign by blogs, forums, or other social network websites mainly by word of mouth, by a “cheap and fast “way of advertisement. However it is clear that this cheap way of advertisement is not easy to control anymore by Dove. The risk of consumers not being inspired by a brand that doesn’t lead to a new level of attractiveness doesn’t relate to Dove. The campaign which is a type of advertising for Dove products does create a new level of attractiveness. The new attractiveness is individual beauty.
Obviously Dove s marketing strategy is processing well by just looking at the numbers given in the case: “In September 2006 Landor associates identified Dove as one of the 10 brads with the greatest percentage gain in brand health and the business value in the past 3 years. It computed that the brand had grown by $1.2 billion.” Although it is not clarified whether the campaign has worked or not (if we take into consideration that the campaign started in early 2000s) there should be the campaign’s effect on this growth. Dove still advertises for its products and they have an image of creating pure, clean beauty. Since the ads and campaigns have a very clear message we don’t think there is a risk for Dove.
Obviously Dove's new campaign has caught people's attention and did a good job for “brand awareness” It's been mentioned over several prestigious shows including: Jay Leno's late night show, Oprah Winfrey made a show on self-esteem, Ellen Degeneres loved the idea of real women beauty, and news casters reported continuously. After reading several blogs to have an idea about the viewpoint of bloggers about Dove campaign, the results are highly convoluted. Some bloggers support the idea of Real Beauty and have the similar feelings of inner beauty-or natural beauty- while some have found it not really REAL, and highlighted various kinds of controversies under different titles.About the Real Beauty Campaign by Dove, it has become evident that women are touched in "some" level that they identify themselves to one of the 6 ladies on Dove's ad boards. Some sites note that the new campaign's response rate surpassed 700%. There are blog posts about how to help girls have higher self-esteems. Mother’s are posting about how to teach their daughters that they are beautiful. Quite a few women are happy with the Real Beauty Campaign. One blogger posted “Its not perfect, but its a good step in the right direction. No one other mainstream beauty business has done more to expose the dangerous misrepresentation of women in the media.”Another quote from a blogger: “This ad is very real. They're not doing anything special to try and sell you. They're actually taking a very large part in raising awareness that every woman is beautiful, as well as to teach young girls that they don't need to idolize, or compare themselves to airbrushed models on TV.”
Utilizing the internet, Dove's management really got the hold of global attention on female beauty issue. To reach women on the personal level they launched several programs through their funds site.
But besides all the successful entry and sales of Dove mainly attributed to the new campaign, several blogs have mentioned some of the campaign's flaws. Moreover than that some other negative comments about the campaign and some of the ads were also posted . One said the photos of said to be “normal” women are still photo edited to create a type of beauty. Others say they don’t like seeing fat pictures of women and they wonder if it will diminish dreams for beauty.
Question 2.)
Compared to what and how mainstream media worked, the mainstream media of today is not as fragmented as it was. With the invention of Web 2.0, the ever increasing internet users creating and consuming information. What they say matters to the sales of a new product. Businesses of the 20th century rooted for repeat purchasers, but with global reach of the internet access, one time successful promotion to only a half of internet users can make one a millionaire. No matter are online advertising or a traditional ads, customers are smarter and become skeptical to judge an ads. Dove is highly aware of the situation and used the new tools of marketing. Dove's new marketing campaign has been successful due to the velocity with help of internet users, bloggers and tubers (YouTube users) to be specific. The background of the campaign was directed by several researches, interviews, surveys, psychiatrists’ consultations, and conversation with women. etc. (Exhibit 4) so what Dove do is involving the costumers ideas to the campaign directly. Right along with all, Dove organized a contest for the consumers to create their own ads. By doing this they keep the costumers (“real” women)/audience incorporated to the campaign. For the new way of marketing the consumers are not passive anymore. They were totally inside the campaign by blogs, forums, or other social network websites mainly by word of mouth, by a “cheap and fast “way of advertisement. However it is clear that this cheap way of advertisement is not easy to control anymore by Dove. The risk of consumers not being inspired by a brand that doesn’t lead to a new level of attractiveness doesn’t relate to Dove. The campaign which is a type of advertising for Dove products does create a new level of attractiveness. The new attractiveness is individual beauty.
Obviously Dove s marketing strategy is processing well by just looking at the numbers given in the case: “In September 2006 Landor associates identified Dove as one of the 10 brads with the greatest percentage gain in brand health and the business value in the past 3 years. It computed that the brand had grown by $1.2 billion.” Although it is not clarified whether the campaign has worked or not (if we take into consideration that the campaign started in early 2000s) there should be the campaign’s effect on this growth. Dove still advertises for its products and they have an image of creating pure, clean beauty. Since the ads and campaigns have a very clear message we don’t think there is a risk for Dove.
Dove (Shelley's)
1. What does this discussion mean to the meaning of the brand?
In the beginning, Unilever managed their brands in a decentralized way which strengthens it diversity when customers perceived the brands in different nations. However, to gain a global identity, Unilever must change its strategy to make many brands into one brand unit. In that situation, a brand under Unilever, Dove, launched its first product in 1957. Beauty bar as it called, successfully redefined the product as “moisturizing cream,” which made Dove became one of America’s most recognizable brand icons. In 2000, Dove entered a new market of personal care categories with its brand name and launched several products. With expansion of its product line, Dove marketed brand it’s self with a point of view and started a campaign, called “The Campaign for Real Beauty.”
In the beginning, Unilever managed their brands in a decentralized way which strengthens it diversity when customers perceived the brands in different nations. However, to gain a global identity, Unilever must change its strategy to make many brands into one brand unit. In that situation, a brand under Unilever, Dove, launched its first product in 1957. Beauty bar as it called, successfully redefined the product as “moisturizing cream,” which made Dove became one of America’s most recognizable brand icons. In 2000, Dove entered a new market of personal care categories with its brand name and launched several products. With expansion of its product line, Dove marketed brand it’s self with a point of view and started a campaign, called “The Campaign for Real Beauty.”
This campaign claimed that Dove would make more women feeling beautiful instead of making women feeling more beautiful, which challenged the way society views beauty. With its advertising through YouTube and many other blogs, fierce debates and discussion about the issue were in formation. Dove built up and strengthened its brand image through that kind of buzz marketing as well as word-of-mouth marketing. Despite it brought about controversy and critics about their intention in selling more body lotions at the same time, Dove has successfully linked its brand with “real beauty”.
2. Do you see risks for the Dove brand today?
Nowadays is a web 2.0 era, people get more used to surfing the internet and are being involved in this kind of media. No matter are online advertising or a traditional ads, customers are smarter and become skeptical to judge an ads. The one of the way Dove markets its brand is through buzz marketing; that is, bloggers are its main force in promoting its brand. Those discussions do help Dove expand its brand awareness, but once it has scandal, it could also spread rapidly. Additionally, it’s still difficult to change the criteria of beauty under such pressure of a society. Thus, if Dove keeps on advertising through declaring this notion, further supporting measures must be made in advance.
Thursday, 6 November 2008
DOVE (Deniz 's INPUT)
Question 1J “For too long, beauty has been defined by narrow, stifling stereotypes,” said Dove’s Campaign for Real Beauty website. “Women have told us it’s time to change all that. Dove agrees. We believe real beauty comes in many shapes, sizes and ages.”…
What Dove thinks is what women think… After searching several on net to have an idea about the viewpoint of bloggers about Dove campaign, the results are highly convoluted. Some bloggers support the idea of Real Beauty and have the similar feelings of inner beauty-or natural beauty- while some have found it not really REAL, and highlighted various kinds of controversies under different titles.
The ones who supported the campaign have some core points with Dove in this point: What is the meaning of Beauty? Before “young, white, blonde, and thin” which are the characteristic of women in media and beauty sector were the keys to use in ads in beauty sector. Moreover than that the woman body became a sexual icon with the perfect shape and bedecked the posters, billboards, TV ads and etc. However Dove brought a new understanding of ‘self-esteem’ and made a revolutionary act to change the concept of “real beauty” by using real Women’ rather than the models.
Actually regarding the case Dove s campaign was not an unconsciousness advertisement campaign. The background of the campaign was directed by several researches, interviews, surveys, psychiatrists’ consultations, and conversation with women. etc. We can basically say that only thing Dove did was involving the consumers-women to the campaign. (Exhibit 4)
On the other hand, as I mentioned before, there are also people who do not like the campaign. Some are criticizing the ‘Real Beauty’ as being not real by using Photoshop while some other are mainly discussing the obscure view of the women.
However, without any doubt Dove did a good job for “brand awareness” . There are several blogs, YouTube videos about Dove so we can say Dove get the attention of people. In the very early stages of the campaign” Dove Marketing director for US Kathy O’Brien, told the press that the company wanted the ads to : change the way society views beauty and provoke discussion and debate about real beauty” And this is what exactly Dove did with the “Real Beauty Campaign”
Question 2J
By all these campaigns on cyber world, Dove creates good brand awareness inevitably. By the new advertisement Dove is valuing its name, and not just the brand name itself but make s people feel different too. TO be more clear I will quote from a blogger: “This ad is very real. They're not doing anything special to try and sell you. They're actually taking a very large part in raising awareness that every woman is beautiful, as well as to teach young girls that they don't need to idolize, or compare themselves to airbrushed models on TV.” (http://digitaldivasthoughts.blogspot.com/2007/02/dove-says-normal-is-new-beautiful.html)
Moreover than the brand awareness and global Dove Self-esteem fund (to develop the self esteem among the girls and women) which can be accepted as a public responsibility, Dove also organized a contest for the consumers to create their own ads. By doing this they keep the costumers (“real” women)/audience incorporated to the campaign. For the new way of marketing the consumers are not passive anymore. They were totally inside the campaign by blogs, forums, or other social network websites mainly by word of mouth, by a “cheap and fast “way of advertisement. However it is clear that this cheap way of advertisement is not easy to control anymore by Dove. By letting people to post or share videos such as YouTube, Google Video, Dove has to face with problems arising for the brand. By this cheap model became out of control for Dove , certainly. Unilever and public relations team also had difficulty to come to a decision at that moment whether to change the way they are doing for the controversies or accepting the debates and increase it gradually.
Obviously Dove s marketing strategy is processing well by just looking at the numbers given in the case: “In September 2006 Landor associates identified Dove as one of the 10 brads with the greatest percentage gain in brand health and the business value in the past 3 years. It computed that the brand had grown by $1.2 billion.” Although it is not clarified whether the campaign has worked or not (if we take into consideration that the campaign started in early 2000s) there should be the campaign’s effect on this growth. So I think there is not a real risk for Dove .
What Dove thinks is what women think… After searching several on net to have an idea about the viewpoint of bloggers about Dove campaign, the results are highly convoluted. Some bloggers support the idea of Real Beauty and have the similar feelings of inner beauty-or natural beauty- while some have found it not really REAL, and highlighted various kinds of controversies under different titles.
The ones who supported the campaign have some core points with Dove in this point: What is the meaning of Beauty? Before “young, white, blonde, and thin” which are the characteristic of women in media and beauty sector were the keys to use in ads in beauty sector. Moreover than that the woman body became a sexual icon with the perfect shape and bedecked the posters, billboards, TV ads and etc. However Dove brought a new understanding of ‘self-esteem’ and made a revolutionary act to change the concept of “real beauty” by using real Women’ rather than the models.
Actually regarding the case Dove s campaign was not an unconsciousness advertisement campaign. The background of the campaign was directed by several researches, interviews, surveys, psychiatrists’ consultations, and conversation with women. etc. We can basically say that only thing Dove did was involving the consumers-women to the campaign. (Exhibit 4)
On the other hand, as I mentioned before, there are also people who do not like the campaign. Some are criticizing the ‘Real Beauty’ as being not real by using Photoshop while some other are mainly discussing the obscure view of the women.
However, without any doubt Dove did a good job for “brand awareness” . There are several blogs, YouTube videos about Dove so we can say Dove get the attention of people. In the very early stages of the campaign” Dove Marketing director for US Kathy O’Brien, told the press that the company wanted the ads to : change the way society views beauty and provoke discussion and debate about real beauty” And this is what exactly Dove did with the “Real Beauty Campaign”
Question 2J
By all these campaigns on cyber world, Dove creates good brand awareness inevitably. By the new advertisement Dove is valuing its name, and not just the brand name itself but make s people feel different too. TO be more clear I will quote from a blogger: “This ad is very real. They're not doing anything special to try and sell you. They're actually taking a very large part in raising awareness that every woman is beautiful, as well as to teach young girls that they don't need to idolize, or compare themselves to airbrushed models on TV.” (http://digitaldivasthoughts.blogspot.com/2007/02/dove-says-normal-is-new-beautiful.html)
Moreover than the brand awareness and global Dove Self-esteem fund (to develop the self esteem among the girls and women) which can be accepted as a public responsibility, Dove also organized a contest for the consumers to create their own ads. By doing this they keep the costumers (“real” women)/audience incorporated to the campaign. For the new way of marketing the consumers are not passive anymore. They were totally inside the campaign by blogs, forums, or other social network websites mainly by word of mouth, by a “cheap and fast “way of advertisement. However it is clear that this cheap way of advertisement is not easy to control anymore by Dove. By letting people to post or share videos such as YouTube, Google Video, Dove has to face with problems arising for the brand. By this cheap model became out of control for Dove , certainly. Unilever and public relations team also had difficulty to come to a decision at that moment whether to change the way they are doing for the controversies or accepting the debates and increase it gradually.
Obviously Dove s marketing strategy is processing well by just looking at the numbers given in the case: “In September 2006 Landor associates identified Dove as one of the 10 brads with the greatest percentage gain in brand health and the business value in the past 3 years. It computed that the brand had grown by $1.2 billion.” Although it is not clarified whether the campaign has worked or not (if we take into consideration that the campaign started in early 2000s) there should be the campaign’s effect on this growth. So I think there is not a real risk for Dove .
Wednesday, 5 November 2008
Dove (Andrea's)
1. What does this discussion mean to the meaning of the brand?
In most of the blogs the comments and discussions are about creating beauty in all women and girls and that each individual has an inner beauty and beauty comes in various sizes, shapes and ages . The campaign for Real Beauty was created to widen the definition of beauty. It clearly has done this well. Some perceive the campaign as giving everyone the ability to “feel beautiful” and that by buying Dove products, you too can reach your full potential. Women agree about moving away from the stereotypes of women. There is blog posts about how to help girls have higher self-esteems. Mother’s are posting about how to teach their daughters that they are beautiful. People get tired of seeing the sexual, model type pictures of women, they feel a lot better when they see a natural women. Quite a few woman are happy with the Real Beauty Campaign. One blogger posted “Its not perfect, but its a good step in the right direction. No one other mainstream beauty business has done more to expose the dangerous misrepresentation of women in the media.”
Bloggers are also posting negative comments about the campaign and some of the ads. One said the photos of said to be “normal” women are still photo edited to create a type of beauty. Others say they don’t like seeing fat pictures of women and they wonder if it will diminish dreams for beauty. Women are getting very involved in the campaign through community self-esteem classes, beauty workshops for girls, self-esteem funds, etc.
2. Do you see risks for the Dove brand today?
I don’t believe Dove has to worry about any risks. The risk of consumers not being inspired by a brand that doesn’t lead to a new level of attractiveness doesn’t relate to Dove. The campaign which is a type of advertising for Dove products does create a new level of attractiveness. The new attractivness is individual beauty. The billboards and videos of women doesn’t create an ugly, unattractive image. The image is very natural and beautiful, which encourages women to create more beauty in herself through their unique attributes. The Campaign has skyrocketed and entered many other media through talk shows and celebrities accepting it. Dove still advertises for its products and they have an image of creating pure, clean beauty. Some have commented that the campaign may take away from beauty by showing undesirable sizes and shapes. Since the ads and campaigns have a very clear message I don’t think there is a risk.
In most of the blogs the comments and discussions are about creating beauty in all women and girls and that each individual has an inner beauty and beauty comes in various sizes, shapes and ages . The campaign for Real Beauty was created to widen the definition of beauty. It clearly has done this well. Some perceive the campaign as giving everyone the ability to “feel beautiful” and that by buying Dove products, you too can reach your full potential. Women agree about moving away from the stereotypes of women. There is blog posts about how to help girls have higher self-esteems. Mother’s are posting about how to teach their daughters that they are beautiful. People get tired of seeing the sexual, model type pictures of women, they feel a lot better when they see a natural women. Quite a few woman are happy with the Real Beauty Campaign. One blogger posted “Its not perfect, but its a good step in the right direction. No one other mainstream beauty business has done more to expose the dangerous misrepresentation of women in the media.”
Bloggers are also posting negative comments about the campaign and some of the ads. One said the photos of said to be “normal” women are still photo edited to create a type of beauty. Others say they don’t like seeing fat pictures of women and they wonder if it will diminish dreams for beauty. Women are getting very involved in the campaign through community self-esteem classes, beauty workshops for girls, self-esteem funds, etc.
2. Do you see risks for the Dove brand today?
I don’t believe Dove has to worry about any risks. The risk of consumers not being inspired by a brand that doesn’t lead to a new level of attractiveness doesn’t relate to Dove. The campaign which is a type of advertising for Dove products does create a new level of attractiveness. The new attractivness is individual beauty. The billboards and videos of women doesn’t create an ugly, unattractive image. The image is very natural and beautiful, which encourages women to create more beauty in herself through their unique attributes. The Campaign has skyrocketed and entered many other media through talk shows and celebrities accepting it. Dove still advertises for its products and they have an image of creating pure, clean beauty. Some have commented that the campaign may take away from beauty by showing undesirable sizes and shapes. Since the ads and campaigns have a very clear message I don’t think there is a risk.
Tuesday, 4 November 2008
Dove Case
Q1. Obviously Dove's new campaign has caught people's attention. It's been mentioned over several prestigious shows including: Jay Leno's late night show, Oprah Winfrey made a show on self-esteem, Ellen Degeneres loved the idea of real women beauty, and news casters reported continuously. I remember when the first time Evolution video by Dove was aired on Youtube.com, everybody was talking about how scary the computer based new media is - "No wonder our vision is distorted". The idea behind the campaign - "attacking conventional anorexic view of beauty" is in some way matching,and in some way is contradicting the hot "Green movement" of effective consumption of resources. Christina Aguilera once sang: "...you are beautiful no matter what they say, don't let them bring you down..." Feeling comfortable about the way one looks without any cosmetic changes, being genuine, being natural is especially important for young girls who are bombarded by cosmetics commercial 247.
After reading about a dozen blogs, or portal sites about the Real Beauty Campaign by Dove, it has become evident that women are touched in "some" level that they identify themselves to one of the 6 ladies on Dove's ad boards. Some sites note that the new campaign's response rate surpassed 700%. Utilizing the internet, Dove's management really got the hold of global attention on female beauty issue. To reach women on the personal level they launched several programs through their funds site. But besides all the successful entry and sales of Dove mainly attributed to the new campaign, several blogs have mentioned some of the campaign's flaws.
Rebecca Traister on Salon.com said:
… as long as you're patting yourself on the back for hiring real-life models with imperfect bodies, thereby "challenging today's stereotypical view of beauty and inspiring women to take great care of themselves," why ask those models to flog a cream that has zero health value and is just an expensive and temporary Band-Aid for a "problem" that the media has told us we have with our bodies.
Others say that if Dove is redefining its position among women, then the whole Unilever product line should identify with the message. Unilever is the head of several pro-model brands. http://aseachange.com/blog-illusionists/?p=22
On the same blog, the writer criticized Dove on how much photoshop effects been used to "fix" those 6 "down to earth" characters.
http://dir.salon.com/story/mwt/feature/2005/07/22/dove/index1.html
http://www.media-awareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfm
These are all minor effects to the great wave Dove has created, but in the end Dove is a beauty product, what good does it make to pat one on the shoulder and say you are beautiful and buy my product?
Q2. The threat of new media on Dove
Compared to what and how mainstream media worked, the mainstream media of today is not as fragmented as it was. On cultureby.com of the endnote 1, Grant McCracken mentioned of P&G's manager about him relying on 3 main news networks to send advertising to 85% of the U.S, but now the internet or the "big cloud" is shaping new consumption behavior and new marketing concepts. With the invention of Web 2.0, the ever increasing internet users creating and consuming information. What they say matters to the sales of a new product. Businesses of the 20th century rooted for repeat purchasers, but with global reach of the internet access, one time successful promotion to only a half of internet users can make one a millionaire.
Dove's new marketing campaign has been successful due to the velocity with help of internet users, bloggers and tubers (youtube users) to be specific. Winston Churchill once said: "A lie gets halfway around the world before the truth has a chance to get its pants on." Bad comments spread over mainstream sites will be like a fire in forest of Sahara. Consumers have become smart at filtering advertisements. Unless it is what most of the cybercitizens agree with, otherwise 30 seconds of a poorly researched, less thought, less modern advertisement is able to destroy multi-billion dollar company in time than an evening's length of time.
After reading about a dozen blogs, or portal sites about the Real Beauty Campaign by Dove, it has become evident that women are touched in "some" level that they identify themselves to one of the 6 ladies on Dove's ad boards. Some sites note that the new campaign's response rate surpassed 700%. Utilizing the internet, Dove's management really got the hold of global attention on female beauty issue. To reach women on the personal level they launched several programs through their funds site. But besides all the successful entry and sales of Dove mainly attributed to the new campaign, several blogs have mentioned some of the campaign's flaws.
Rebecca Traister on Salon.com said:
… as long as you're patting yourself on the back for hiring real-life models with imperfect bodies, thereby "challenging today's stereotypical view of beauty and inspiring women to take great care of themselves," why ask those models to flog a cream that has zero health value and is just an expensive and temporary Band-Aid for a "problem" that the media has told us we have with our bodies.
Others say that if Dove is redefining its position among women, then the whole Unilever product line should identify with the message. Unilever is the head of several pro-model brands. http://aseachange.com/blog-illusionists/?p=22
On the same blog, the writer criticized Dove on how much photoshop effects been used to "fix" those 6 "down to earth" characters.
http://dir.salon.com/story/mwt/feature/2005/07/22/dove/index1.html
http://www.media-awareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfm
These are all minor effects to the great wave Dove has created, but in the end Dove is a beauty product, what good does it make to pat one on the shoulder and say you are beautiful and buy my product?
Q2. The threat of new media on Dove
Compared to what and how mainstream media worked, the mainstream media of today is not as fragmented as it was. On cultureby.com of the endnote 1, Grant McCracken mentioned of P&G's manager about him relying on 3 main news networks to send advertising to 85% of the U.S, but now the internet or the "big cloud" is shaping new consumption behavior and new marketing concepts. With the invention of Web 2.0, the ever increasing internet users creating and consuming information. What they say matters to the sales of a new product. Businesses of the 20th century rooted for repeat purchasers, but with global reach of the internet access, one time successful promotion to only a half of internet users can make one a millionaire.
Dove's new marketing campaign has been successful due to the velocity with help of internet users, bloggers and tubers (youtube users) to be specific. Winston Churchill once said: "A lie gets halfway around the world before the truth has a chance to get its pants on." Bad comments spread over mainstream sites will be like a fire in forest of Sahara. Consumers have become smart at filtering advertisements. Unless it is what most of the cybercitizens agree with, otherwise 30 seconds of a poorly researched, less thought, less modern advertisement is able to destroy multi-billion dollar company in time than an evening's length of time.
Snow factory
I was hoping to keep Snow Factory for the actual competition. Since no other site we all come up with answered the requests, hope that not only Shelley but others have tried to contact them, we gotta pitch for Snow Factory.
About the case:
Biz:
雪坊優格 Snow Factory Home made Yogurt
Address:
台北市中正區汀州路二段201巷7號1樓
Sales channels:
Telephone order: 0986-023-999
E-mail: snowfactory@seed.net.tw
Fax: (02) 2364-1973
Blog: http://snowfactory.pixnet.net/blog
http://liyihui.myweb.hinet.net/newstore2.html
Yahoo bidding: snowfactory100
Alexa statistics for the internet channel:
72.9% of visitors come from Taiwan
Hinet traffic is 9th in Taiwan
41% of people go to myweb.hinet.net
Reasons for choosing it:
High quality product – repetitive sales
Local business
Many attributes – health, food, non-poisonous dairy product, yoga, new business buy a student…
Business of an upper classman – NTU MBA graduate 蘇立文
Several internet sales channels
Yahoo bid, pixnet blog, hinet myweb
Monday, 3 November 2008
Amraa and Shelley
Yes, great job Amraa. If we do use the yogurt co. we will definitely have to set up a time to meet with them.
Shelley were you able to get in contact with any of the companies you were going to check with?
Shelley were you able to get in contact with any of the companies you were going to check with?
Saturday, 1 November 2008
To AMRAA
hi
it is a good job. at least we have something in hand. However the web page will be a probem . how can we handle this problem ?
it is a good job. at least we have something in hand. However the web page will be a probem . how can we handle this problem ?
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