INTEGRATE2014: Lessons learned from Bill Oechsler

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The last session of the conference was a little bittersweet. The conference has been absolutely fantastic and even though it’s not quite over, the information I’ve learned has made my mind race and my reading list double. I am very excited to apply all of this phenomenal information to projects in my IMC world.

The last breakout session I attended was Bill Oechsler’s, and it was fantastic. Just like with Lee Odden’s session, a recap of the information is not possible in such a small space.

One of the most beneficial parts for me was the insight provided by Bill on the Absolut campaign. For me, I’ve enjoyed watching the campaign grow because I’m a photography fan. The way that Absolut captured viewers through strong photography and simplistic ads is a great reminder that simple isn’t a bad thing. Much like the presentation from Joe Barns told us, give customers options, but not too many. We don’t want to overwhelm our customers. Simple, well executed ideas can go far.

The beauty of the campaign is also that it has legs. The product and packaging are the hero of the story. The ads focus entirely on Absolut and it has been marketed in a simplistic, authentic way.

Bill shared great examples from Absolute, Apple, and more with the emphasis of simplicity and creating campaigns that move. Simple and authentic make a great pair.

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What are your favorite simple campaigns? What sticks with you?

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4 Responses to “INTEGRATE2014: Lessons learned from Bill Oechsler”

  1. Valerie Lee Ater Says:

    I have always been a fan of the Absolute ads. Not just the simplicity of the ad, but the fact that they use consumer personalization. If the ad is to run in the Los Angeles market then the ad is directed to that market- a swimming pool in the shape of the “A” for example.

    Another company that uses simple campaigns Anheuser-Busch. The simplicity of the Clydesdale horses is recognized world-wide and one immediately thinks Budweiser beer. Anheuser Busch has used the elegance and strength of these horses to generate various emotions to the consumer, thus creating what Gini Deitrich called, “humanization through kinship.” as well as using storytelling to humanize the company and the perception of it by the consumer.

    The use of simple campaigns is a great analogy for “bigger is not always better.” as shown by the success of Absolute, Apple and others who choose to take the less complicated route in order to get their message across.

  2. Jamelle Price Says:

    One of the big takeaways that I got from this session was the importance of pitching good creatives to clients that you believe in. This makes a lot of sense since that work is something you can be proud of. Very good nugget of information to keep stored away for future use.

  3. Jerome Brown Says:

    It’s hard to put a finger on my favorite presentation but I do have some favorite take-aways:

    1. Joe Gura: Video doesn’t have to cost a fortune. I couldn’t agree wit this more. We started with an old Hi-8 Sony camera, a sheet for a backdrop and some $5 lights from Home Depot. These worked well for two years and we developed more than 50 videos with the setup. A little ingenuity goes a long way.

    2. Joe Barnes: People will move forward through a process if you just ask for small commitments. work on building your audience database by asking a couple questions many times. each interaction offers the opportunity to ask a new question and learn something new about your audience.

    3. Ellen Valentine: Build a rules based automated communications engine. As you learn more about an audience member, let the new nuggets of data trigger new events in your communications strategy.

    4. Lee Odden: Attract, Engage, Convert. Attract the right people, engage them with great content, and convert them into loyal consumers. Awesome.

    5. Pam Didner: Build Buzz Strategically. Don’t just build buzz for buzz sake. Plus, make sure your message and buzz still aligns with your brand!!!

    6. Keith Quesenberry: A single strategy doesn’t work for everyone. Honestly it may not even work for the same organization twice. Make sure your strategy meets your goals.

    7. Gini Dietrich: Leverage your audiences to help you generate content. Give them something to do and you just might be amazed at what comes out.

    8. David Higdon: I’ll say it again in case anyone missed it. It is QUALITY and not QUANTITY that should be measured.

    So those are snippets of my favorites. I’m sure I’ll have more after tonight’s keynote with Elliott Nix.

  4. Rickie Rose Says:

    I would say my favorite simple campaign is anything by Dove and Captain Obvious from Hotels.com

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