Finally, an agency website that’s functional. CP+B (part 2)


OK, so they really weren’t lying.

My post went up this morning and in the 5hrs it’s been live over 30 people have been driven from Crispin Porter + Bogusky’s new website through to my blog. Reason being that the post appears on their home page (see details below).

CP+B home page - Dom Hind Collective reference

CP+B home page - Dom Hind Collective reference

CP+B home page - Dom Hind Collective reference (detail)

CP+B home page - Dom Hind Collective reference (detail)

——————————–

FINAL THOUGHT:

Imagine if you were pitching against these guys and wrote a couple of articles about your agency vs Crispin. It could definitely be interesting.

——————————–

Reblog this post [with Zemanta]

Finally, an agency website that’s functional! CP+B


I am loving the new Crispen Porter + Bogusky (CP+B) website. It is all about functionality and content rather than flash and fluff.

CP+B new website home page

CP+B new website home page

CP+B Microsoft case study page

CP+B Microsoft case study page

CP+B contact us page

CP+B contact us page

CP+B developer page

CP+B developer page

————————–

LEARNINGS

  1. Trust & openness – rather than controlling what appears on the website there is an openness associated with the site. It doesn’t matter whether the information is good or bad, it appears. Nice focus for a company to be honest, particularly in this economic environment.
  2. Simple – no flash or animation trickery. The hero of the website is the content. It’s a great thing for an agency to be pushing. Let the words and opinions speak for themself.
  3. Introduction – because there is a lot to look at on the site, it’s good to have an introduction letting people know what the site is about and what to expect.
Reblog this post [with Zemanta]

How much is a new car worth? TrueCar


A great site from the US is showing customers what the average price paid for new cars is. TrueCar‘s proposition is ‘find out what others really paid’.

The site allows you to select your car with all the options and then review the prices at different locations/dealers. After you have selected your car, you then receive a report about the car you have selected.

This site is definitely worth a look.

TrueCar homepage

TrueCar - homepage

TrueCar - select a car

TrueCar - select a car

TrueCar - new car report

TrueCar - new car report

TrueCar - new car report details

TrueCar - new car report details

TrueCar - blog

TrueCar - blog

———————————-

OBSERVATIONS

  • Price conscious – due to the economic condition, a lot more people are being cost and price conscious. This site is great for anyone who wants to check prices before they buy a new car.
  • Consolidating information – new car information is available to all car companies, but this is definitely the best way that information is consolidated and repackaged up for the consumer to understand.
  • Extend to other services – new cars is the perfect starting point for this site because there are so many additional services that can be added to this site: used cars, insurance, spare parts, or anything auto/car related.
Reblog this post [with Zemanta]

Canon launches site to help DSLR photographers – World of EOS


Since I first started at Leo Burnett, we have been working on a website for Canon and their EOS or Digital SLR camera audience. In the very early hours of Sunday morning (3rd May, 2009), the World of EOS website went live.

It is a great resouce for all people interested in photography. The content can really be divided into three key areas:

  1. Challenge
  2. Learn
  3. Exhibit
Canon World of EOS

Canon World of EOS

The first Challenge to go live is EOS photochains where people are encouraged to upload a photo based on a link provided in the previous photo. There are three different chains:

  1. Hero – this is where you can actually win some great Canon prizes if you photo is selected
  2. Public – a space for you to create your own chain that everyone can get involved with
  3. Private – a private chain that you can invite people to be part of your chain
Canon World of EOS - photochains

Canon World of EOS - photochains

Canon World of EOS photochains - Explore the World

Canon World of EOS photochains - Explore the World

The second Challenge to go live on the World of EOS is Photo5. Pre-registrations will be live in the next few weeks with the competition going live later in the year. Stay tuned.

Canon World of EOS Photo5

Canon World of EOS Photo5

The learn section will be updated regularly with video tutorials focused on getting started with DSLR, get creative with photography and professional level tutorials coming soon. Chris Bray, an Australian freelance photographer, is the face behind the tutorials and does a great job making the DSLR easy to understand.

Canon World of EOS Learn

Canon World of EOS Learn

Canon World of EOS Learn - Getting started

Canon World of EOS Learn - Getting started

Canon World of EOS Learn - Glossary

Canon World of EOS Learn - Glossary

I’ll keep you updated on the sites progress (visits, members and new updates), but make sure you sign up and get involved on the website.

———————————-

ACTIONS:

  1. Go to Canon’s World of EOS
  2. Sign up to become a member World of EOS
  3. Start taking photos to include in EOS photochains
  4. Watch the EOS tutorials
  5. Read the EOS blog
  6. Ask questions
Reblog this post [with Zemanta]

Vote Earth – Earth Hour’s 2009 campaign starring Shepard Fairey


While watching Earth Hour from afar (or while at another agency), I never thought that turning your lights out for 60 minutes would make much of a difference to global warming. I didn’t realise the campaign was created to encourage:

  • a behavioural change ‘get people thinking about the environment’
  • the big political powerhouses (EU, China, India, US, Russia, etc) to jump on the environment bandwagon and make some strong changes in Copenhagen (the new Kyoto).

The 2009 campaign is themed around ‘Vote Earth‘, where you have the ability to either vote for earth or vote for global warming. The campaign targets and objectives are high: get 1,000,000,000 (billion) people to be involved. Involved is quite loosely defined, but it means to talk about, take part in, think about or be involved with Earth Hour.

This year’s campaign is going to be big.

  • Shepard Fairey has already created the posters (see below).
  • Cold Play provided the music for the TVC.
  • YouTube are launching the TVC exclusively online.
  • Cate Blancett stars in the TVC.
  • WebCentral (Melbourne IT) are helping out with the microsite hosting.
'Vote Earth - Switch' by Shepard Fairey

'Vote Earth - Switch' by Shepard Fairey

'Vote Earth - Ballot' by Shepard Fairey

'Vote Earth - Ballot' by Shepard Fairey

'Vote Earth - Blue' by Shepard Fairey

'Vote Earth - Blue' by Shepard Fairey

How do you get involved?

  1. Go to www.earthhour.org/voteearth and register your interest
  2. Tell everyone you know about Earth Hour (blog about it, Twitter about it, join Facebook groups)
  3. Go to YouTube and have a look at the TVC.
  4. Just get involved
  5. Turn your lights off on 28th March, 2009.
Reblog this post [with Zemanta]

The Economics of Advertising – Justin Hind’s blog


OK, this is a shameless plug for Justin Hind’s blog – the Economics of Advertising.

Whenever I was sitting on the couch, watching TV, listening to Justin and typing on my blog, Justin could never understand my fascination with writing articles that people may or may not read. After setting up his blog and writing a few posts, he finally realises the addiction of blogging.

The addiction to blogging steams from so many different elements – most of them are around the stats:

  • Visitors: Understanding who is coming to your blog and what days are the most popular
  • Popular posts: What is the most popular post? What is the most popular post topic?
  • Traffic drivers: How people are finding your blog? Is is via search, direct type in, links from comments or others blogs?
  • Reactions: What are people’s reactions to your posts? What posts generate the most comments? Are the comments negative or positive?

Back to the plug: Justin is passionate about all things ROI and driving campaign results – a huge focus of most clients at the moment.  My recommendation is to subscribe to his blog. He gives a different perspective on things because he understands advertising and the pros and cons of all channels – online and offline.

Economics of Advertising - Justin Hind

Economics of Advertising - Justin Hind

WHY AM I PLUGGING HIS BLOG?

This is another of my traffic driving experiments.

  • How much traffic can my blog actually drive through to his blog?
  • How many people sign up to updates via email?
  • How many people search ‘Justin Hind’ and arrive at my blog?
  • How many people search ‘Economics of Advertising’ and arrive at my blog?
  • How many people comment on this post?
  • How many people tell me they have now seen Justin’s blog?

Stay tuned because I will be writing a post on my blog stats in the next week. This test will be part of what I write about. I am absolutely fascinated by the results. It’s so interesting seeing what does and doesn’t drive traffic through to blogs.

Reblog this post [with Zemanta]

Think about the consumer – hero the search box


Google have trained us to be impatient. We go to a website and expect to find the information we want or something that will lead us to the results quickly. If we don’t get what we expect, we start to get annoyed and bounce off the site looking somewhere else for the information we need. More often than not, we bounce to a competitors website. If they have the information we need, we stay and research more. If not, we continue the search pattern until we find what we need.

As consumers, we know our own site behaviour and research habits, so why isn’t that influencing us in our website designs. Both agencies and clients get so caught up in making sure the site is pushing the best creative or as much copy as we can rather than thinking about the consumer. The consumer is the real reason we build sites and when they arrive at a site, normally, want to get in and get out of a site really quickly (with a better understanding about the product/service).

The majority of sites are developed to sell something or provide information so consumers can make an informed decision about a product/service, however, we (agency and client) try to push the information we think consumers want rather than understanding their mindset or purpose for visiting the site. One of my favourite examples of how this has been flipped on its head is with the VW UK website.

This site really thinks about the consumer and why they have come to the site. It understands the mindset and the reasons they have visited. It provides clear reference links through to deeper content that is relevant to different audiences. Those five statements show that VW understands its audience.

VW UK website as at 17 September 2008

VW UK website as at 17 September 2008

VW website audience statements as at 17 September 2008

VW website audience statements as at 17 September 2008

Another company that gets its online audience is ZAAZ. This has been one of my favourite websites since it launched last year. It is applying the Google principle that audience control (consumer control) is key when visiting a site. As soon as the site loads, you have the option of surfing through the navigation available or asking a question that will immediately take you to the search results you are looking for.

ZAAZ home page

ZAAZ home page

On the home page, I typed in what is data smog. The response to this question is in the screen grab below. It provided a brief overview and links to areas of the site that can provide more information. I love it because it means you can get in and out of a site really quickly without wasting time looking for content that you think would be easy to find.

ZAAZ home page response

ZAAZ home page response

LEARNINGS

How can we apply this to our clients? Quite easily.

  • When you get a brief for a website (even if it is just a refresh), think about why someone is visiting the site. Break it down into five key areas and see if there is a question or a statement that summarises it and would make it easy for the consumer.
  • Make the search box a hero on the site. Consumers are comfortable with search, so take advantage of it. Not only is it a great way for consumers to get the information they need quickly, but it’s also a good research tool for companies: What content is important? How can we highlight that information? Is there a campaign we can create around that content?

Key theme: think about the audience.

Reblog this post [with Zemanta]
%d bloggers like this: