Mit ‘SOM’ getaggte Artikel

SOM wünscht Frohe Weihnachten!

Mittwoch, 23. Dezember 2015

Bungee Santa from Stefania Zampieri on Vimeo.

Merry Christmas! Happy New Year!

Allen Geschäftspartner und Freunden ein schönes Weihnachtsfest, besinnliche Tage mit der Familie und viel Gesundheit, Erfolg und Freude im neuen Jahr!

Sven Olev Müller
SOM Marketingberatung

CTRs no longer decreasing

Dienstag, 30. November 2010

CTRs or Click-Through Rates are one of the most commonly used measuring methods to analyze how efficient your online advertisement is. It delivers the exact percentage of users who upon having possibly seen your ad (impressions or also the total number of times the ad has been displayed) and the actual number of users who have in fact clicked on your ad.
For quite a time this this KPI has been declining and on average lay somewhere around 0.09%. That means of a thousand times your ad has been displayed only 0.9 people clicked it. Or in other words, in order to get one click on your ad, you have to display it 10,000 times.
According to a recent study by Media Mind called Standard Banners – Non-Standard Results, the CTR is no longer decreasing but has remained constant at 0.09 %. This is quite a good sign as online display advertising suffers the same phenomenon as advertisement in general does: the more ads we are being confronted with the less time we have for each and thus the less well we perceive them or in this case click on them. Let’s wait and see if 0.09 becomes a golden rule or if there is even room for more.

Here is a graphic from above mentioned study published by emarketer – one of the #1 sources on the web:

Here is the link to above mentioned study: link

Co-Branding: Bier und Traktoren

Mittwoch, 30. September 2009

Ja das gibts.

Die Allgäuer Aktienbrauerei Kaufbeuren AG führt neben mehreren Spezialbieren (und es gibt Einige!) auch ein Fendt-Bier! Was laut Website der Brauerei “aus einer “Laune” heraus zum Fendt-Feldtag in Wadenbrunn entwickelt wurde, hat sich in Form von 3 Bieren, dem Dieselross-Öl, dem Ernte-Gold und dem Vario-Weizen, fest etabliert. Für die Preußen und die nicht agraraffinen Leser, Fendt ist ein deutsches, oder noch besser allgäuerisches, Traditionsunternehmen aus Marktoberdorf, das seit 1930 Traktoren herstellt. Bereits sehr früh etablierte sich die Bezeichnung “Dieselross” für diese Maschinen, die Pferde als Zugtiere nach und nach ersetzen sollten.
Wie bereits angemerkt, sind beide Marken – Fendt und die Allgäuer Aktienbrauerei fest im Allgäu verankert und blicken auf eine lange Historie. Ein idealer Ansatzpunkt um beide Produkte, die wie Arbeit und Feierabend ineinander übergehen gemeinsam zu vermarkten. Interessant ist hierbei, dass der Aktion wohl kein streng geplanter, detaillierter Marketingplan zugrunde lag, sondern das Dieselross-Öl vielmehr auf einem PR-Gag beruht. Der aber von den Konsumenten sehr positiv aufgenommen wurde, so dass die große Nachfrage der Konsumenten letztlich den Ausschlag gab, dieses Biersegment auf nunmehr 3 Biere auszuweiten und bis heute erfolgreich zu vermarkten.

Dieselross-Öl

Dieselross-Öl

Und schmecken tut es obendrein!

Niagara Falls in Motion

Montag, 28. September 2009

Time lapse technique and the rare luck of living close to one of America/Canada’s natural sights…

Niagara Falls in Motion from Matthew Wartman on Vimeo.

Some IAA 2009 Impressions

Samstag, 19. September 2009

Today is Saturday and thus weekend. Me and some colleagues from Syzygy decided to visit the IAA in Fraknfurt today to get a hands-on impression of what’s new in the automotive industry. Working on automobile accounts, this visit was mandatory. On my way to the fair I wondered what the must-sees of this year were. And although firm in the automotive sector, there was no groundbreaking innovation I could think of. Maybe I might find out at site…

We got to the Messe Frankfurt quite early which made the visit of the Mercedes-Benz exhibition fairly pleasant. Not too many people. I will drop a few lines to the brands we visited:
-Mercedes: smaller than in previous years due to the fact that they did not use an entire level. The E-Class T-model and the B-Class F-Cell were among the major attractions. not to forget the SLS in red. As always, there was a good light show, a big screen but no ‘runwalk’ this time. Interactive surface table were rather boring. Except for the one by Smart which was really quick.

Mercedes-Benz E-Klasse T-Modell 2009

Mercedes-Benz E-Klasse T-Modell 2009


Mercedes-Benz in der Festhalle

Mercedes-Benz in der Festhalle


Mercedes-Benz SLS AMG

Mercedes-Benz SLS AMG


-VW had all its cars displayed which barely leaves space for entertainment. All Cars were in white just as the Audis. Bmw did the same two years ago. As to the cars: the Multivan got a new more mean looking front. The Golf Variant was there with a minor facelift. The star may probably have been the new Polo which might cannibalize big brother Golf.
2009er VW Polo

2009er VW Polo


The Phaeton was praised as luxury car but no one really cared if you ask me.
-Seat: also present in the same hall as the rest of the VW family. Some sporty vehicles such as the Cupra versions and the new Exeo / former AF4. But in my eyes those Seats often look somewhat tiny when the tires are too small.
-Skoda: Nice Yetis running around.
Skoda Yeti auf der IAA 2009

Skoda Yeti auf der IAA 2009


The Yeti attracted young families as did the other affordable Skodas.
-Fiat: nice playful exhibition. Similar to sister Lancia which other than Fiat used more darker colors to support a touch of premium.
Fiat

Fiat


-Alfa-Romeo: a comparably large exhibition for this niche brand. All vehicles in alfa romeo red and the construction resembling children construction kits. Great job!
Alfa-Romeo Messestand

Alfa-Romeo Messestand


-Ferrari: much too crowded to get a peak at the new Ferrari
-Maserati: see above
-Hyundai: Hello ladies! I must admit, i have no clue whether the small Hyundai was a show car or regular model but the hostess presenting it surely received more looks than the car. In general, the exhibition was fairly big and loud. Sales in Europe are on the rise…
Hyundai mit deutlich größerem Auftritt 2009

Hyundai mit deutlich größerem Auftritt 2009


-Porsche: packed…
-Opel: new dynamics at Opel! Aside from the current turmoil about the future of Opel, the exhibition was well populated. The new Insignia Sports Tourer OPC was presented as well as the new Opel Astra. Big hopes lie on this car. From my point of view, it comes with modern design, efficient engines and decent quality. We’ll see how it performs vs. the Golf VI.
Opel Astra

Opel Astra


-BMW: Well well well! I did not believe when I read it, but BMW did in fact increase its budget for the 2009 IAA. No longer situated in the Agora, BMW Group’s brands BMW, Mini, and RR were now displayed in probably the newest building of the Frankfurt fair. Like a carrera round course, BMWs were driving on the first level while the vehicles were presented on the ground level.
BMW Messestand

BMW Messestand


The new Active Hybrid X6 and 7series were displayed as well as the new X1. In the center of attention was the new Efficient Dynamics show car.
BMW Efficient Dynamics Studie

BMW Efficient Dynamics Studie


BMW also presented BMW Performance, a new special equipment line which can be ordered aside from the M packages.
Mini, still the most fashionable of auto brands brought along its own DJs to celebrate its anniversary. Giant letters in black and white decorated the Mini area. The attraction here: the Mini Coupe show car! And simply the ambiente that also sets the Mini drivers apart from they rest: it is premium, it is stylish it is different.
Mini Messestand

Mini Messestand