Tags: advertising, brand experience, Marketing Week, NME
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Some words from me in Marketing Week on NME’s change in content strategy. The link requires (free) subscription. If you can’t be bothered to click the synopsis is NME are going free, increasing circulation, broadening the content beyond music and extending into more digital content channels. Here’s my thoughts:
Nicholas Gill, planning director at integrated ad agency Doner UK, says the change in strategy should help keep NME “front and centre” rather than something to look at through the misty-eyed look at history. He predicts it could help NME avoid the fate of its one-time rival Melody Maker.
Broadening the content base, both in terms of platforms and type, should help attract new consumers, says Gill, extending the reach for brands.
“Focusing on content including video and live events is particularly appealing to brand partners and advertisers because it offers a much deeper and more meaningful opportunity to connect with an influential, young and interesting readership beyond just a standard press insertion,” he adds.
Print version below:
now that’s customer service April 10, 2012Posted by nicholas gill in brand experience, customer services, Fill & Tell.
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You know how difficult finding presents for your mum is, right? Fortunately my wife is signed up to a whole heap of cool baby sites that provide a lof of inspiration. On one of these sites we found Fill & Tell – a really delightful book for the grandparent to fill in for their grandchildren. It lets the grandparent tell them all about their lives in a really stylish and funky looking book. Most of the other books we had come across were a bit stuffy and formal. This looked really cool. Unsurprising considering it comes from a Scandinavian company.
So we plumped for it and decided to get it. But the online ordering form wouldn’t work. It just went to a blank page. Sometimes I do get issues with Safari on a Mac but this hasn’t happened for a while. Normally you’d move on and get it from Amazon or somewhere but they were out of stock. So we sent the customer service team an email. At 9.30pm on Wednesday night.
Within 10 minutes we had a response. And a real one, from a real person. Not just a “thanks for your message and we’ll get back to you”. But an incredibly helpful email from Katrine who informed me that no, my credit card hadn’t been billed, they’d checked the site and all should be ok and would I mind trying again. So I did. Same problem. And sent another email. Again, Katrine responded really quickly offering to mail out the item first class and invoice us. And this is all happening late (ish) at night and Sweden is an hour ahead too. The package arrived Saturday. A great product (my mum loved it) and really brilliant customer service when auto-response or no response is often the default.
there are two b’s in digital December 5, 2011Posted by nicholas gill in brand experience, digital, Technology Digital.
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Digital Media is incomplete without the two B’s – Bravery and Budget. Latest article by me in Technology Digital.
headphones made for mac November 18, 2011Posted by nicholas gill in a-Jays Four, brand experience, headhone, ipad, iphone, ipod, Jays, mobile, product review.
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The kind folk at Jays sent me some of their new a-Jays Four headphones made especially for iPhone, IPod and iPad mac stuff to try out. Which is incredibly timely as I have always hated the headphones that come with iPhones. They have poor sound, get tied in knots at the earliest opportunity and hurt your ears after more than half an hour of use.
The first major challenge with the Jays headphone are to actually get in the box. It’s like the Krypton Factor and I broke two pens getting into it. Not mine, Nick’s, who I share a desk with. Don’t tell him. Once in, the immediate thing you notice is that the wires are not wires at all. They’re more like ribbon which is designed to be pretty much tangle free. And after using them, stuffing them in my bag and pockets this week they haven’t tangled once. Hurrah. The sound quality is excellent. I have a pair of the big headphones at work, Panasonic ones, and the quality is on a par. But the Panasonic ones cost three times as much. Pretty impressive. The design deliberately follows the nuances of the iPhone 4 so Apple-ites will be familiar with it and the buttons work as you’d expect.
The second major challenge is the ear buds. This may be just me as I seem to struggle with keeping any in-ear elements actually in my ear. They slide out. A lot. Which is annoying as you can imagine. I need to play some more with the various size options which come with the pack but it’s pretty fiddly. I’m sure I’ll get there. I wish I had the black version though.
Jays developing a product especially for the iPhone is a smart idea. In their home market, nine out of ten phones sold are smartphones that always include free internet usage, so listening to music and watching video clips on phones is completely taken for granted. Having high-quality earphones that dramatically improve the listening and browsing experience for customers is now a necessity.
brands need to take the risk while embracing technology November 14, 2011Posted by nicholas gill in advertising, analytics, brand experience, data, digital, integration, mobile, Technology Digital.
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Article in Technology Digital by me on why brands need to blend with other channels of interaction to create a bigger impact among their audiences.
Image also from Technology Digital