Andrew Keller: Successful Marketing -- Without a Budget
Andrew Keller is vice president and associate creative director of Crispin Porter + Bogusky. Keller has worked on a wide variety of accounts for the Miami-based ad firm, including Planetoutdoors, Telluride, Compass Bank, Molson, Truth, and BMW Mini. Here is a rough transcript of his remarks:
If I look like someone who does a lot of these I should say that I don't. Let's get that straight right now. These are our clients. You're going to see some case studies from our clients because I like promoting our clients more than ourselves.
A tight budget is the mother of invention. If they don't have any money, that means that the need me a lot. You have to be a lot smarter. Here are the goals: Free media, free production. You've got to know you're brand. You need to really know your brand. You've got to be 100% on brand all the time. So talk to the right people.
If you spend money to advertise, make sure you do it in New York City. It's really expensive, but all the media is there and they might write about you. Look within your business for distribution opportunities. Your client may have distribution opportunities. For Mini, we put vending machines in the stores. People would take it for free. Then, dealers being dealers, they started charging for it. People were buying our advertising. For Molson, we made 200 different twin labels to serve as a social lubricant in a bar situation.
Leverage the Web? Obvious, but I had to include it. Just put everything on there. It's unbelievable. We couldn't do TV, so we did some video productions and put them online any way. Invent media. You tend to get good deals on it. The first example is what we called the corner ad. If the Mini is good at cornering, let's get an ad around the corner of an ad. With Weekly World News, we thought that their placement at the grocery store is so good, let's get right there. We didn't know if they would do it, but they went for it. We said, "How about monkey steals car?" They said, "How about Bat Boy?"
You can't do all kinds of media. Own something. You can feel a little bit bigger in your own little realm. We really tried to own outdoor. We also tried to own key markets.
Develop content that can get press coverage. Elevate the issue. You've got to come up with content that's bigger than the consumer to get people to talk about you. "The SUV backlash officially starts now." That was followed up by What Would Jesus Drive? and that whole crazy terrorist SUV thing. Trying to get some kind of relevance is critical. For a satellite radio client, we created this little zine to address issues. By becoming part of a bigger picture, we were able to get press. Surprise is currency. When you're being completely outspent, what is your money? Surprise is your money. Your ideas are you money.
Use your target as media. Give them the tools to be ambassadors. We've done this a lot with the Truth. And we've done it with Mini to some extent. This is the GQ wallet card. These are perfed out wallet cards for you to give to your cooler friend than you. Everyone's like, "Well that's me?" Then we've got you. This is a sticker card in which you can customize your own Mini.
Overachieve on projects you're already spending money on. We did an owners' kit for Mini. We did a direct mail piece for Telluride -- a faux newspaper. Use partnerships wisely if at all. We did a booklet with the New Yorker where they did cartoons for us. We got a lot of time in the Italian Job. The whole idea of product placement is that the director thinks something is cool so they put it in the movie.
Make sure your strategy still rocks. OK, I'm getting my signal to close. Let's close with video.