Comments on: Lasers, man-eaters, and our new brand campaign http://ycorpblog.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/ Thu, 18 Mar 2010 22:24:52 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Dana http://ycorpblog.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/comment-page-1/#comment-94119 Dana Mon, 22 Oct 2007 16:01:01 +0000 http://yodel.yahoo.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/#comment-94119 Hey Allen, Read about you today in the WSJ. Hearty congrats! Dana Hey Allen,

Read about you today in the WSJ. Hearty congrats!

Dana

]]> By: Richard L http://ycorpblog.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/comment-page-1/#comment-64013 Richard L Fri, 20 Jul 2007 16:26:49 +0000 http://yodel.yahoo.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/#comment-64013 Keep up the great work Allen. You've come a long way since Grodin's. Keep up the great work Allen. You’ve come a long way since Grodin’s.

]]> By: Mark Edgette http://ycorpblog.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/comment-page-1/#comment-49993 Mark Edgette Mon, 04 Jun 2007 20:19:42 +0000 http://yodel.yahoo.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/#comment-49993 Allen, Your job is amazing. How exciting to be able to create your own campaign and then help with the filming and production as well. My youngest son, Mike(almost 20) is just finishing his Sophomore year @ Winona State (MN) and plans to go on for his Masters in advertising @ U of Minn.in Minneapolis. Today marks the beginning of the last week of my special ed. teaching career after 31 years. I've been looking around for something new, but nothing interesting yet.(Well, except for the 4a-1p shift @ the cheese factory). Anyhow, best of luck with the campaign and life. Catch me up on the details some day when you get a chance! Peace and Love from Wisconsin Mark Allen,

Your job is amazing. How exciting to be able to create your own campaign and then help with the filming and production as well. My youngest son, Mike(almost 20) is just finishing his Sophomore year @ Winona State (MN) and plans to go on for his Masters in advertising @ U of Minn.in Minneapolis.

Today marks the beginning of the last week of my special ed. teaching career after 31 years. I’ve been looking around for something new, but nothing interesting yet.(Well, except for the 4a-1p shift @ the cheese factory).

Anyhow, best of luck with the campaign and life. Catch me up on the details some day when you get a chance!

Peace and Love from Wisconsin

Mark

]]> By: Allen Olivo http://ycorpblog.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/comment-page-1/#comment-41406 Allen Olivo Thu, 03 May 2007 01:19:50 +0000 http://yodel.yahoo.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/#comment-41406 Thanks for your comments Joseph. To give you some background, we have several measurable objectives for this campaign, including brand awareness and relevance among our target customers, new Yahoo! Answers participants, and Yahoo! oneSearch trials and usage. This is a long-term effort across all Yahoo!’s properties and around the world, and a new way to look at "why you should Yahoo!". We’re an online marketer so the majority of the campaign is online and on Yahoo!. We’re deploying the best of viral and word-of-mouth tactics online to extend this campaign beyond traditional “media” boundaries, and do use other media to reach our customers where ever they may be. To address your point about ROI, we do employ a variety of measurements for our campaigns, managed by our research team. Our last major brand-building effort for the new Yahoo.com showed a very positive economic ROI, including new users, page views, and more people making Yahoo.com their default home page. We also saw positive response to appeal, relevance, and likelihood-to-recommend among target customers who were aware of the campaign vs. those who were not. Most importantly, we feel we’re really creating a new model of brand-building, performance marketing, viral word-of-mouth marketing, and even platform-agnostic marketing (such as mobile messaging) that celebrates our users and gives them new ways to use Yahoo!. Thanks for your comments Joseph. To give you some background, we have several measurable objectives for this campaign, including brand awareness and relevance among our target customers, new Yahoo! Answers participants, and Yahoo! oneSearch trials and usage. This is a long-term effort across all Yahoo!’s properties and around the world, and a new way to look at “why you should Yahoo!”.

We’re an online marketer so the majority of the campaign is online and on Yahoo!. We’re deploying the best of viral and word-of-mouth tactics online to extend this campaign beyond traditional “media” boundaries, and do use other media to reach our customers where ever they may be. To address your point about ROI, we do employ a variety of measurements for our campaigns, managed by our research team. Our last major brand-building effort for the new Yahoo.com showed a very positive economic ROI, including new users, page views, and more people making Yahoo.com their default home page. We also saw positive response to appeal, relevance, and likelihood-to-recommend among target customers who were aware of the campaign vs. those who were not.

Most importantly, we feel we’re really creating a new model of brand-building, performance marketing, viral word-of-mouth marketing, and even platform-agnostic marketing (such as mobile messaging) that celebrates our users and gives them new ways to use Yahoo!.

]]> By: Joseph Hunkins | Joe Duck http://ycorpblog.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/comment-page-1/#comment-40910 Joseph Hunkins | Joe Duck Mon, 30 Apr 2007 17:53:12 +0000 http://yodel.yahoo.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/#comment-40910 As a research person (and Yahoo shareholder) I'm very skeptical that the cost of this type of branding campaign yields a positive ROI, and I'm confident that the small cost / big scale social media campaigns would be much more productive for Yahoo's branding efforts. Yahoo is, after all, an online company. Why? Why do you do this silly stuff? Is there any research on ROI of past campaigns? NO, Ogilvy concluding their branding campaign "worked" does not count! As a research person (and Yahoo shareholder) I’m very skeptical that the cost of this type of branding campaign yields a positive ROI, and I’m confident that the small cost / big scale social media campaigns would be much more productive for Yahoo’s branding efforts. Yahoo is, after all, an online company.

Why? Why do you do this silly stuff? Is there any research on ROI of past campaigns?

NO, Ogilvy concluding their branding campaign “worked” does not count!

]]> By: Sam http://ycorpblog.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/comment-page-1/#comment-40834 Sam Mon, 30 Apr 2007 10:05:32 +0000 http://yodel.yahoo.com/2007/04/29/lasers-man-eaters-and-our-new-brand-campaign/#comment-40834 Nice! Good work. I didn't get the explorer ad the first time, though. Nice! Good work. I didn’t get the explorer ad the first time, though.

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