Archive for May 7th, 2010

When Dating & Advertising Become One

Friday, May 7th, 2010

I really thought I’d be writing in this blog a lot more.

Anyway, I was chatting with a good friend from OMD today. She and I were catching up and she asked about my office crush. You know what an office crush is, right? It’s that person who even if you’re dating someone, engaged, or married, you just like. She (or he) is just nice, or cute, or sexy, or whatever. There’s just a little chemistry there that you’ll never act upon (at least not without copious amts. of beverage) but you like to use as a fun distraction during the day.

My OMD friend and I were chatting about my new office crush. I gave her some details and left it at the basics. OMD girl said, “I hope it works out.” To which I replied, “No no, this is an office crush. Nothing is ever going to happen. I’m dating someone else.”

OMD girl asked, “Did you know her from before you moved to NY?”

Here’s the story, quickly, we met the weekend after Thanksgiving in NYC. I came back for Christmas, she and I had our first date. I flew back, just to go out on another date with her, in late January. I began interviewing in NYC in early March, was flown out for a face-to-face, and went out with her again. I moved to NY a few weeks ago.

OMD girl said, “you flew across the country for her?”

“Yup. I’ve put in some effort. It’s like 95% me in terms of effort.”

And that’s when I went full-on nerd. You see, being an advertising professional it’s tough to separate work from regular life. Since OMD girl is in media, I thought it was best explained in this way (I’ve bolded all the industry terms)…

The campaign to build positive brand image and awareness in Alex© began slowly because my impression levels were low (i.e. I was only able to see her once a month). My impressions were strong because there was a lot of time spent. We’re talking several hours of time spent per visit! But like most brands, if frequency and recency aren’t there, the brand’s lasting impression and eventual recall metrics begin trending downwards. Having localized my campaign (i.e. my move to NY) the impression levels have increased and there’s a chance we can get this girl to convert. I have no idea if she is into other brands (that would suck) but as she is an attractive consumer I have to acknowledge that other brands are definitely interested in adding her to their loyalty programs.

My campaign has some positive word of mouth going. It’s not paid for either, this is unaided WOM that’s going on. My ex-girlfriend’s good friend is a teacher at this girl’s school and as recently as last week said some very positive things about me. Unsolicited votes of confidence in a product (or brand) usually do well for conversion rates. It’s proven.

I’m not sure how long I’m willing to commit funds to this campaign. The early numbers don’t provide a clean read. Different DMAs, campaign tactics, etc. Now that I’ve ironed out some kinks (3,000 miles of them) the numbers should provide a roadmap that will help me decide whether or not to fund phase II.

I would say that I hope this works out, but David Ogilvy once said, “Hope is not a strategy.”