The Remarkable.

Stand out.

Due to heavy competition, it’s incredibly difficult to push a product into society. Like this blog, there will always be better products in the market with lower prices and better advertisement. However, it’s ultimately society that chooses what’s in and what’s not. Though the market is a seemingly random output of serendipitous ideas, what’s successful is actually determinable. First of all, the acknowledgement of such a product deems a product successful. We are more likely to buy a poor product that we hear about often than a good product that we don’t.

How should a product be advertised?

“We live in a world now where very good is not good enough.”

-Seth Godin @ TED conference. Marketing Expert


Getting straight As isn’t effective to truly out stand. Creating a stellar advertisement with impeccable font is insufficient in the marketing world. A flawless penmanship is worth crap if you’re considering to become a writer. Seriously. Making a great advertisement was effective in the 80s, but the society is being constantly redefined.

Unlike the present, people in those antiquated days saw advertisements less often, and thus disregarded an ad less frequently. For those people, an ad with a nice picture and a persuasive wording is sufficient enough. However, now, people’s lives are bombarded with ‘great’ advertisements. When we visit a webpage, we could care less about a popup that declares “Papa John makes the best Pizza” because they’re simply too common. We don’t have all the time in the world to treat them individually. Instead, we learn to ignore them, thus deeming the advertisements as ineffective. Not even ‘the best coffee in the world’ sound tempting.

What’s wrong? The advertisements aren’t remarkable enough. They’re not aesthetically striking. They don’t grab attention from your daily activities. To be effective, an advertisement must be able to persuade you to do something the ad wants. Here are some great advertisements that impose a distraction and make you look twice.

http://www.youtube.com/watch?v=puwnAvUdheg&feature=player_embedded

http://media02.hongkiat.com/creative-ads/starwars-3.jpg

http://farm3.static.flickr.com/2340/2206506376_314c0091ec_o.jpg

http://farm3.static.flickr.com/2282/2206549972_51100d819c_o.jpg

As good as ads are in the real world, the best way to market is to connect your ideas through people. Your friend’s recommendation of a toothpaste brand would be much more effective than a Colgate ‘white teeth’ commercial.

Another crucial factor is your audience you plan on selling your product to. On the standard deviation, most products are aimed for the middle 56% (or so) of the population while the other half is totally ignored. Logically however, it’s definitely more effective to get the half of the population that is actually actively aware of the ads. The middle 50% of the population are the norm., the people who are bombarded by ads the most. They are the ones who learned to ignore the ads.

Instead, target the products to a certain group. For example, if you are selling Rolex watches, put up an ad at the country club. If you’re selling candy, sell ’em at a fair or a playground. Don’t waste your money towards the people that won’t even look at the ads.

If you want to kick it up a notch, create clans that create chain reactions. These people will spur your business by getting a larger population to notice the product. These people are usually outside the norm in the standard deviation, the leaders or the well-beings. A strong chain reaction will slowly gather moment and pick up reputation.

Of course, all with a great product.

I thought that this idea was parallel to the sense that ‘very good’ people aren’t the ones who will be making changes in history. The real game changers are the one who are remarkable and determined. They are not only intuitive, but they are the ones thinking outside the box, doing remarkable things. Steve Jobs, a high school dropout, had a goal in mind; he made an ‘applet’ in his garage, and performed many achievements within the confinements of his own home before 18. He was remarkable. And frankly, so is the company he founded.

Sorry for being a bit biased. I couldn’t have said the same thing (except the dropout part) for Bill Gates because every remarkable person is different. Difference is the key factor. What is remarkable must be more different and intuitive relative to the things around us.

People are exactly like products. The society determines us, and to really stand out, we must not only be stellar people, but also different. A certain degree of the platitude ‘survival of the fittest’ applies to all of us. Whether you are pushing a product or embracing the real world, the world’s a heavy competition. Being ‘very good’ is not what society wants anymore. In order for mankind to reach its fullest, we must explore the uncharted. In order to do that, we must do what have never been done. Separate from the norm.

Be remarkable.

Feel free to leave a comment. Share your thoughts and feelings by leaving a comment. If you liked this article, do share it with your friends.

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10 thoughts on “The Remarkable.

  1. Hillary

    Reread your entries before you post them. You frequently use words twice in one sentence or very close to each other. xD

    You hardly need to be telling anyone in marketing all this, you know. They know very well that the average American is pretty well immune to most advertising by now. You don’t give them enough credit – it’s not true that they don’t have a target audience when they design ads, and they’re not well aware of the selective hearing that people have developed when watching TV or using the Net (at least the ones who can afford to hire marketing people).

    Sorry. Don’t mean to shoot down your post. NaNoEditing makes me a bitch. :K

    ~Hillary, http://www.the-second-star.livejournal.com

    Reply
  2. Hillary

    Reread your entries before you post them. You frequently use the same word twice in a sentence, or very close to each other. xD

    You don’t give marketers enough credit. They’re well aware of the selective hearing that people have developed when they watch TV or use the Net, and they certainly do have a target audience. There’s a reason that cigarette billboards used to constantly crop up next to schools.

    Sorry. Don’t mean to shoot down your post. NaNoEditing makes me a bitch. :K

    ~Hillary, http://www.the-second-star.livejournal.com

    Reply
  3. Chase Lu

    The problem with advertisements is that if you ask 100 people on the street about what they think about advertisements, most of them will ignore you. And some of them will say “sorry, I don’t care”. And yet this small group is giving the real answer, the correct answer that reflects the consensus of those 100 people, indeed any 100 people. People don’t care about advertisements. When I watch TV, I don’t care about the ads. I see billboards but I don’t look at them.

    Advertisements are ignored because they are unrelated to anything you do care about. They have no relevance to a job, school, hobbies, or current events that you care about. And therefore your attention is never directed toward them. I claim that traditional “billboard” advertising (I include TV advertisements here) are ineffective and doomed.

    As thebwang said, an advertisement needs to be remarkable to be noticed. I paid close attention to that YouTube video thebwang posted, and had I actually would have stopped and watched had I been there in person. That “advertisement” was remarkable for several reasons. It dealt with death, an issue I care about. It was novel—I haven’t seen such a set-up before. And it was really very clever. Most advertisements are not nearly as viewer-oriented: advertisements should seek to provide a service (usually either entertainment or information) to the viewer.

    Traditional advertisement companies have this backwards. They advertise with the intention of the viewer performing a service for them, namely buying their product. But I’m shocked that nobody realizes that people don’t like to do things for others, especially when the ad is getting in the way of a TV show.

    And here is my point. The ads that thebwang pointed out were all enjoyable. Some were funny, others were serious but creative. I claim that “remarkable” advertisements are a special case of “relevant” advertisements, and these are the ads that people actually care about. The “remarkable” voices will be heard, the creative actions will be noticed. Advertisers should think of ads not as getting the viewer to do something but rather as performing a service for the viewer and hoping that he reciprocates.

    And in the case of the drinking water message (which struck me as particularly remarkable) I probably will think about supporting cleaner drinking water.

    Reply
  4. thebwang Post author

    Let’s see: 30 ads a day.
    Let’s see: 0 products bought from ads a day.

    0 product/30 ads = 0

    Conclusion: Ads = unsuccessful.

    An advertisement can either blow my mind with aesthetically or factually. The water ad does both.

    Reply
  5. Chase Lu

    I agree that, frankly, most people don’t care about most of the ads they see, and therefore most of those ads waste money in the case of that particular person. Put another way, most advertisements reach many people, but they reach the wrong people, that is, the ones who couldn’t care less.

    When you want someone’s attention you have to blow their mind, you have to be relevant and remarkable, and I wholeheartedly agree that the water ad was both. Furthermore, it was not some random billboard that people train themselves to ignore but it was not only meaningful but also presented meaningfully (and painfully ironically—showing the wasted drinking water splashing on the ground was a nice touch), and this made it a great “advertisement”. As thebwang said, turn the concept that you are trying to communicate into a game, or a powerful concept, or a cult following. You have to be extraordinarily good to be noticed.

    Reply
  6. thebwang Post author

    However, an ad has the important job of making one aware of a product. You must be aware of a product before buying it. Thus the implications of the marketing business. The ‘water’ ad is amazing, but it reaches a small audience (not counting youtube). However, it is interesting and influences a small percentage with a high success rate. A large TV ad would influence a large audience with a small success rate. It would also cost a lot more money.

    Quote from Chase: You have to be extraordinarily good to be noticed.

    Such as life.

    Reply
  7. Chase Lu

    I think you’re saying that an ad must make viewers aware of a product and then make viewers want to buy that product. That is, the function of an advertisement is in two parts. My criticism of traditional advertising in this framework is that it stops dead on “awareness” and doesn’t succeed in exciting or engaging the viewer. They try, but when I’m watching TV I want to watch my favorite show, not some stupid ad.

    I think on this point we’re in agreement, as we agree that the success rate of traditional ads is low. Very low.

    While it takes a remarkable advertisement to attain the “THIS IS AWESOME” factor.

    Reply
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