Pretty much every website administrator and marketing guru uses quantitative analytic tools to optimize their website. Apps like Clicky, Mint, and Google Analytics provide great reports on user navigation trends, popular links, visitor demographics and more.
But that’s only half the story.
It’s vital to remember that a user’s experience on your site is more than the sum of their clicks. Ideally, we’d all have the chance to sit in the same room as our users, watching their every move then interviewing them about their experience. But besides being somewhat creepy, such one-on-one assessment is rarely practical.
I just ran across Kaplan University’s new ad campaign. It’s pretty critical of the current educational system (it’s also just plain pretty).
According to Andrew S. Rosen, Chairman and CEO of Kaplan, Inc.,“the new campaign makes a statement that the U.S. traditional higher education system doesn’t always meet the needs of today’s adult learners, mainly working adults struggling to balance jobs, families and education.”
What do you think? Will adult learners respond to a campaign like this?
Ok. I understand the rationale. Best Buy’s current logo looks a little cheap and very, very yellow.
It’s not surprising they’ve decided to update their image:
Sans-serif font? Check. Accent-colored icon next to text? Check.
Wimpy, nondescript logo? Check!
Don’t get me wrong. Their new logo is attractive, sharp and professional. I wish I could design logos that nice. But it’s a conservative choice (ala Walmart or Xerox) that threatens to undermine their curb-appeal.
Like many other Best Buy fans, I’ve been conditioned to salivate at the sight of that big yellow tag. I can spot ‘em from a mile away, whether I’m zipping along the interstate or navigating a strip mall parking lot.
I’m worried that the new logo, while snazzy, simply doesn’t stick out.
Undoubtedly, they are trying to project a more professional, high-quality image. But at some point, doesn’t the store affect the logo more than the logo affects the store? In other words, hasn’t Best Buy successfully overridden the apparent “cheapness” of their current logo, by simply being a quality store? So, isn’t it better to stick with the iconic image customers recognize, trust and like?
Ok, so people expected more out of Seinfeld & Gates. And the concept is ripped off of Apple’s Mac ads (especially since Bill Gates kind of looks like John Hodgman….or is that just me?).
But I’m going to take the road less traveled here and declare: I like the new Microsoft ad. No, I’m not employed by Microsoft, and I don’t generally go around singing their praises. It’s just, with all the scathing reactions to this ad, I feel an obligation to defend them.
Sure, I understand the criticism. It’s a $300 million ad campaign, it features the most popular comedian of all time, and….it’s doesn’t really make sense. The ad doesn’t specifically mention anything about Microsoft or computing. In fact, the ad seems to be selling cheap shoes. And, yes, there are subtitles scattered throughout the 90 second spot.
So, what’s to like? Comedy and mystery. The ad is engaging because it lets Seinfeld be Seinfeld (read: funny) while giving Microsoft a fresh style and vibe. The spot is designed to tell a story (at least the first chapter). And it does this well. Stories like this one are effective because they give us a feeling of camaraderie with the company without forcing a sales pitch down our throats. Now, when I think Microsoft, I’ll get an image of Seinfeld checking to see if Bill Gate’s shoes fit well. Believe it or not, this is more positive than the image I used to get.
More than anything, this storytelling ad exudes a sense of mystery. It’s weird and quirky and makes me wonder where the heck they’re going with it. By the end of the campaign, I expect them to have conveyed a specific marketing message. But I’m willing to let them take their time to get there. Utilizing a story arc is just good storytelling.
Certainly, they could ruin it. If the next three spots are equally directionless, even I will lose interest. But, for now, let’s judge the current commercial for what it is – a first installment – and let them tell the rest of the story before we dismiss the entire ad campaign.
Who has time to read the hundreds of blog posts that would be useful? Surely not me. Some of those blog posts, while informative, just become too much information. Regular Joe (or Jane) doesn’t have time to read those. Academics and students, who are the majority of our customers, are so busy that it is crazy. There has got to be a solution for this…
Turns out that there is. We started using a service called Twitter (www.twitter.com) last week. This allows us to post what are called micro-blogs. Micro-blogs restrict the writer to 140 characters. That is the full length that is afforded to give an insightful update, or tell a part of a story.
The great thing about them is that they are easy for everyday, busy Joe (or Jane of course). With under 15 seconds you can evaluate the information, and then proceed to the external link if it seems of interest to you.
We currently have two Twitter accounts, one for Ideaworks and one for Bar Essay Prep. You can view them by going to www.twitter.com/ideaworks or www.twitter.com/bar-essays. Feel free to follow us on Twitter and interact, we would love to have you join the conversation!
In short, for easily digestible updates on Ideaworks, go to www.twitter.com/theideaworks. (Only 90 characters!)
(www.twitter.com) last week. This allows us to post what are called micro-blogs. Micro-blogs restrict the writer to 140 characters. That is the full length that is afforded to give an insightful update, or tell a part of a story.
