Stay ConnectedUnder the Influence gives listeners a rare backstage pass into the hallways, boardrooms and recording studios of the ad industry.Join host and adman Terry O’Reilly for fascinating (and humorous) stories that connect the dots between pop culture, marketing and human nature.
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This week, we look at the subtle art of "nudging." Schools, marketers and even governments are now using small nudges to gently steer people toward making more positive decisions in their lives.
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This week on Under The Influence, it's Terry O'Reilly's annual episode where he features four brands he admires. It might be because the brand broke new ground, or has managed to stay #1, or just because it has been a part of our lives for so long.
With that in mind, he'll celebrate a certain mac & cheese that has been with us since 1937, a TV show that broke ground in 1969, a condiment that has been #1 for over 100 years, and the most successful movie franchise of all time.
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This week we air our annual book show. The research for Under The Influence requires a lot of reading, and listeners always ask for more information about the books we mention. So we take the opportunity every year to talk about the research books we've read, and tell additional stories from those books. In this year's show, we'll talk about how Bobby Orr met Gordie Howe's elbow, how the Romans turned their weakness in sea battles into a strength, how baggage inspectors at El-Al Airlines put their lives on the line, and how the rock band Kiss did something so wonderful for their fans that it ended up putting Kiss on the map.
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The marketing industry is a business of short, concise messages. Be it the confines of 30 seconds, the space in a print ad or the restrictions of twitter or a website. The true test of an idea is whether or not it can be explained in just a few words. An elevator pitch forces that discipline - if an idea can be explained in the time it takes an elevator to go from the first floor to the second floor, it's probably a solid idea. And if it can't be - it probably means the advertising idea is fuzzy.
We'll explore the art of the elevator pitch in business, in publishing and in the land of the quick pitch - Hollywood.
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This week, we explore how the weather affects marketing. With 75 years of climate data cross-referenced with reams of shopping research, marketers can now use the weather to predict sales. Sears Automotive knows that 5-year old car batteries die after three consecutive days of sub-zero temperatures, so they advertise on day four. The busiest day of the week at Harley-Davidson dealerships is exactly 22°C and sunny. When spring temperatures hit 21°C, hair removal products surge 1400%, and BBQ sales jump 200%. And did you know that when the temperature drops just one degree in the Fall – just one degree - mousetrap sales surge 25%? Marketers do.
And while they can’t manage weather, marketers can certainly now manage the financial implications of weather.
It’s a whole new day.
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In this episode, we look at famous people who began their careers in advertising. Many of the people who have gone on to shape popular culture cut their teeth in the world of marketing. From Dr. Seus, Salman Rushdie and Bob Newhart, to Sir Alec Guinness - yes, Obi-Wan Kenobi himself - they all spent their formative years writing copy.
Each learned some valuable skills on their way to the top. And their stories are remarkable.
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In this episode, we look at the wild and crazy world of Viral Videos. Some brands spend big money on videos and nobody watches, meanwhile a cat video is viewed by millions. It’s a world with no rules, fuelled by luck and timing.
We’ll look at the most viewed videos ever, including a video a woman made when she quit her job that attracted almost 10 million views, the Evian bottled water video that went into the Guinness Book of World Records, a Nivea viral video that might have gone too far, and a Dove video that broke the Evian world record.
These days, marketers can’t necessarily spend their way to consumer attention, they have to earn it.
And Viral Videos can be just the ticket.
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After a 100 years of Mass Production - where one size fit all - 21st century marketing is moving to Mass Customization - letting you custom-design everything you buy. From cars, to clothes, to shoes – to your own breakfast cereal.
This week on Under The Influence, we’ll explore how companies profit from personalized products, how they market those products, how consumers are drawn to companies that offer customization, and how brands use customization to fight competitors.
Including how Burger King stole market share from McDonald’s by letting customers personalize their burgers.
Their slogan: “Have it your way!”
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This week, we look at Ambush Marketing. It's a form of marketing where a brand tried to connect itself with an event like the FIFA World Cup - but WITHOUT paying sponsorship fees. It merely ambushes the festivities. Or one brand intrudes on another brand's advertising to gain attention. Either way, it's uninvited advertising, it's very controversial - plus the stories are riveting.
And the Olympics has a long and fascinating history with ambush marketing.
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Just in time for the Sochi Olympics, we take the opportunity to look at the big-money world of Olympic advertising.
From the very first Olympic sponsors in 1896, we'll track the ever increasing presence of advertising in the Games - from the marketing milestones to the resulting controversies - including the year the IOC approved Olympic cigarettes!
We'll also analyze how the IOC deals with the tension between keeping the Olympic ideals in place while needing more and more advertising revenue every four years.
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