Denphone Digest December Issue
The December issue of the Denphone Digest is up and can be read here: http://www.denphone.com/denphone-digest-december-2009. This issue features an interview with Lookmedia’s Mark Long, as well as a short write up of our first trade show, and new phone from Polycom.
Lookmedia is an interesting company, offering some “out of the box” advertising solutions in Japan. Here is a picture of some of their walkers.
And here is a short extract from the interview:
Simon: One thing I am always curious about when thinking about advertising and marketing, is how to judge the effectiveness of campaigns. Could you tell us about the metrics of your campaigns? How do they work out for the client?
Mark: Metrics are hard, but I can tell you one about a couple of campaigns we did where we saw very satisfying results. We were contracted by Nagoya City to help raise participation in the Nagoya local government election. We had to compete with numerous different companies to get the contract but we won the contract especially because of our mobility.
Over the last 10 years there has been a large decline in voting in Nagoya especially among young people. So we pitched the idea of targeting universities, shopping areas and train stations to directly focus on younger voters. For 10 days leading up to the election we had 8 walkers out from 7am to 9pm at different times of the day at specific locations – for example, the train stations early in the morning, at the universities during lunch time and then at shopping malls in the evenings so that we could best target these younger voters. This campaign was probably the most successful we have taken part in with a significant change in the turnout of voters.
Another job we did in Nagoya also had very positive results. NTT Flets TV do a campaign every March to increase sign ups for their service. We had 26 boards out for 4 days and the campaign doubled the number of sign ups. Now, it was part of a larger campaign, so we can’t say we were solely responsible for that. But we do get repeat customers, and if our campaigns weren’t working we wouldn’t get those repeats. So our customers are satisfied.
