everyday can be a domingo

Archive for Advertising

Cómo dormir a tu bebé

Dormir a tu bebé no es tarea facil, sobretodo cuando estas preocupada por las responsabilidades del día siguiente.

Aquí van unos consejos que nos han dado las mamás del Perú.

Los primeros consejos son los que han recibido más “likes” en nuestra página de Facebook:

– Consejo (x likes)

– Consejo (x likes)

– Consejo (x likes)

– Consejo (x likes)

– Consejo (x likes)

– Consejo (x likes)

– Consejo (x likes)


¿Tienes algún truco especial que no se haya comentado antes y te funcione?

Dejanos un comment y lo agregaremos!!


Overcoming manipulation in retail


This interesting TED talk shows some patterns we tend to use when we decide, specially in retail, and we should overcome, which are

Comparing to the past

A) $2,000 travel to Hawaii cuts to $700, we take a week to think it, and when we go, price goes up to $1,500

B) $2,000 travel to Hawaii cuts to $1,600

Most people won’t take A), but will take B) because we compare the price of today with the price in the past, and not the price independently.


Comparing to other products in the shelve

$27 wine perception changes from average to expensive if placed next to:

$8 wine, $27 wine, $33 wine, $39 wine

$8 wine, $22 wine, $27 wine


% of saving by travelling:

A) A stereo costs $200, but if we drive to the next city it will cost $100


B) A car costs $40,000, but if we drive to the next city it will cost $30,900

Although saving is equal, most people do A) but not B) because they compare % of savings with costs.


Impatience of winning in the future:

A) Win $50 now, or win $60 in a month

B) Win $50 in 12 months or $60 in 13 months

People take $50 in A) and $60 in B) although the time of waiting is the same. We tend to get impatient about decisions in the present, but forget about it if it refers to the future.



Making a trend prediction

Here’s a nice 10 point reminder I wanted to save of tools John Grant has listed to make a trend-prediction presentation:

“1. Fashionability: looking at what is in the American term “trendy” or “cool”…. (The only catch being discerning which avant-garde trends will go mainstream, or prove lasting).

2. “Say goodbye too”: I’ve often found it’s sharper and more revealing to look at what we wont be doing in future. I once predicted we’d “say goodbye to luggage” (because of the risks and costs associated with travel, ideas would travel more than people).

3. the remake: the recent return to 3D cinema would have been a great thing to predict (most predictions on the future of games ten years ago saw new fangled interfaces like the hologram, or the virtual reality headset, but not this).

4. Sci-fi. I predict that in future we will wear data tags and these will shape what we can access – for instance whether we are given access to shops, clubs, offers. The killer application will be in dating and socialising (I don’t know if this will happen… but it’s horrific enough as a prospect to make good sci-fi!).

5. Logical conclusions of long running changes. For instance I once predicted to Coca Cola that they (as the American Dream brand) could start to struggle in The Chinese Century.

6. Cross-pollinate. My suggestion back to the TV company was that instead of hiring me as trends analyst, that we convene a forum of leading innovators from different creative industries (you know what the ‘in colour’ will be for 2012 if you work in fashion – because you are already ordering the fabric).

7. Counter trends. Take a dominant trend and reverse it. For instance the recent American trend to “Domestic Goddess” was a natural counter-reaction to the last 50 years of feminism.

8. Curation. Pick any old theme and bombard blog readers or clients with current examples. (The insight being that we really learn from and copy the examples, not the general themes).

9. Combination. Take the client field plus a trend from another sector and create a new hybrid. For instance I can imagine iPhone style “apps” being added to my internet bank account?

10. The underlying pattern. This is the only type of trend that genuinely interests me – and is what I’ll mainly cover in my upcoming bank presentation. “Co-opportunity” (the book I brought out last year) was about one such trend: a new pattern of collaboration in networks (social networks, but also in real communities) – taking in examples as diverse as Obama’s election campaign, microcredit and crowd sourcing.”

fuente: coopp.net

Cultura e Internet

El problema con Internet y la cultura es que, si bien pensábamos que al acceder directamente al público creíamos que nos íbamos a saltar las productoras, cadenas de tv y criterios publicitarios, nos damos cuenta de que esas restricciones estaban creadas por una razón: y ésta es, que, por mucho que nos pese a algunos idealistas, tenían el criterio adecuado al saber seleccionar lo que les gustaba las masas.

Por mucho que pensemos que surgirá una libertad que hará que podamos ver contenidos más profundos o sinceros, la mayoría del contenido va a seguir siendo el mismo. Esperamos que de mayor calidad, ya que hoy puedes elegir entre ver “Física o Química”, serie que conozco poco, u otra que más te guste, del mismo estilo, pero rodada por americanos que trabajen mejor el reparto y su diálogo y los giros de guión.

No lograremos ese espacio esplendoroso sin ruido, ya que la mayoría de contenidos, aunque, de mejor calidad, seguirán en la onda juvenil que requieren las masas.

Los contenidos de culto, por esta regla de 3, no se harán notorios, ya que saben que no gozarán del éxito de las masas. Y la mayoría de medios en Internet gozan cuando, al igual que las televisiones, radio y revistas de ayer, consiguen el éxito de las masas.

Por lo tanto, si quieres este espacio esplendoroso, tendrás que buscarlo o creártelo. Hay muchos autores que seguro que no conozco que se adaptarían a mí. ¿Y si no sé que existen hasta una casualidad o una búsqueda personal pesada y consciente?

Que bonito sería que ello viniese de forma natural ¿no?

Pues si mantenemos la misma dinámica de crear a cambio de riqueza, aunque sean medios o contenidos con la voluntad de aglutinar, sin miedo a la falta de éxito, esto, por mucho Internet y democracia digital, no cambiará.

Seguirá todo igual que en la época de las televisiones.

Perdona Sinde, pero gratis.

Strategic Ideas

vs Strategy vs Creative Ideas vs Tactic Ideas

via: @MonchoJimenez

Average US spending

(click image to enlarge)

An infographic using data from the Department of Labor’s 2009 Consumer Expenditure Survey offers a snapshot of how the average US consumer spends their money.

Why does all the cool info come from and is directed to the US?

via: reddit

37 Emotional Benefits To Use in Marketing

These were derived via extensive quantitative research with thousands of consumers, a panel of psychologists, and marketing consultants who specialized in assessing emotional purchase motivation. Taken together, the list is probably the best representation of the full spectrum of human needs which can be met by purchasing a given product or service.

1. Feeling Loved: Feeling Loved implies that a person has a satisfactory number of significant attachments in his or her life from whom (s)he receives an adequate amount of emotional nourishment on a daily basis
2. Feeling Attractive: Having a strong level of comfort with one’s physical being. Knowing that one is pleasant to look at and able to draw attention by virtue of one’s physical presence. (Note: ‘Feeling Sexy’ … the specific ability to attract a desired sexual partner, is a special kind of attractiveness, which is rated separately)
3. Sense of Adventure: Interested in exciting and remarkable experiences, sometimes involving unknown danger and risk.
Rising to the challenge, exploring new territory, feeling excited about new leanings, new experiences, etc.
4. Feeling Financially Secure: Believing one has adequate money to take care of the majority of their BASIC needs and desires in the present and in the future. Feeling Financially Secure is different than Feeling Affluent or Wealthy – which means one believes they have enough money to buy WHATEVER they desire (more than basic needs and wishes) and has more money than one could reasonably spend.
5. Sense of Accomplishment: Seeing progressive evidence in one’s life that particular worthwhile goals are being sought after and achieved.
6. Feeling Caring or Nurturing: Interested in providing emotional, physical, financial, or spiritual support to others, warmly enjoying the process of doing so.
7. Being Altruistic: Able to sacrifice oneself for the benefit of society. To forgo one’s own gratification in favor of the interest of others whose well-being will not enhance one’s own.
8. Being Assertive: Able to stand up for and strive to obtain one’s own interests, especially given the presence of difficult people who stand in the way.
9. Feeling Brave or Courageous: Being willing to face risk and danger for the purpose of obtaining a positive benefit (when it is judged to be beneficial and wise to take the risk). (Being willing to face risk and danger without judgment is ‘foolhardiness’).
10. Feeling Creative: Interested in and able to UNIQUELY express oneself in words, behavior, or the arts.
11. Excitement or Liveliness: Having a strong sense of being alive, having the energy and interest to partake of all life has to offer.
12. Feeling Fair, Just, or Ethical: Marked by impartiality and honesty. Able to make judgments free from self-interest, prejudice, or favoritism. Interested in upholding these principles.
13. Feeling Luxurious or Pampered: The belief that one has enough resources at hand to enable splurging on things that are understood to be unnecessary DESIRES as opposed to essential NEEDS.
14. Feeling Healthy: Having confidence in one’s physical well being, strength, and ability to avoid disease and illness.
15. Feeling Athletic: Having confidence in one’s physical strength, stamina, flexibility, and ability to meet various physical challenges. (Especially sports, but also non-competitive physical challenges)
16. Feeling Flexible or Adaptable: Able to change one’s perspective and use one’s strengths according to the demands of a wide variety of situations.
17. Feeling Free: Being able to say what one wants to say, think what one wants to think, go where one wants to go, be with people one wants to be with, and behave how one wants to behave. Generally, being able to do as one pleases!
18. Being a Good Friend: Believing oneself to be attached to and supportive of a cared for other. Providing companionship and enjoying their company.
19. Enjoying Humor: Seeking to laugh regularly. Enjoying the ludicrous or absurd. Liking to make others laugh.
20. Feels like a Good Teacher: Able to successfully impart useful knowledge or abilities to others.
21. Being In Control: Able to influence one’s self and surroundings as desired. Being able to predict, manage, and successfully react to the occurrence of stressful events. Having the ability to decide when, how, and where one will engage in particular verbal or behavioral expressions.
22. Feeling Independent: Able to care for oneself, not requiring others to meet one’s needs.
23. Being Insightful: Able to make useful new connections. Seeing the broader picture, able to understand the way things work in new ways.
24. Having Integrity: Walking the walk, not just talking the talk. Knowing one’s behaviors are consistent with one’s principles. Able to put off or deny one’s own gratification at the moment in favor of a cherished principle. Being willing to hold oneself accountable for one’s actions.
25. Feeling Wise or Intelligent: Being mentally keen or quick. Knowing that one has a high degree of mental capacity which has been used to accumulate the kinds of knowledge and experience which makes one particularly well suited to meet the challenges of life.
26. Taking a Leadership Role: Serving as a leader for others, helping guide others towards worthwhile goals and being directly responsible for their supervision and performance.
27. Peaceful – Relaxed – Calm: Feeling peaceful, relaxed or calm. Having peace of mind, body, and spirit.
28. Having a Sense of Power: Able to wield influence over one’s own life and over others. Occupying a position of importance in life.
29. Being Productive: Believing oneself to be effective in consistently contributing some valuable work product to one’s own life, family, or society.
30. Feeling Respected: Being acknowledged and recognized for one’s value or contributions to one’s loved ones, family or society.
31. Feeling Spiritual: Feeling an established connection with a higher power of one’s own definition (one that transcends the mortal world). Can be, but is not necessarily, the higher power defined in one’s chosen religion.
32. Feeling Sexy: The specific ability to arouse the desire to mate in a potential partner of the desired gender. (Feeling Sexy is a specific type of the more general ‘Feeling Attractive’: which is knowing that one is pleasant to look at and able to draw attention by virtue of one’s physical presence).
33. Feeling Romantic: Enjoying the thoughts, feelings and perceptions associated with the desire to be ONE with another human being.
34. Feeling Safe: Reasonably knowing no harm will come to oneself. Able to rest assured in life or in a relationship.
35. Sense of Belonging: Knowing on a gut level that one is part of a family, group of friends, or society where one ‘fits in’ due to similar values, beliefs, and behavioral tendencies.
36. Feeling Trustworthy: Will not harm others in favor of one’s own gratification if given the opportunity. Reliable, dependable, able to be counted on.
37. Feeling Unique: Feeling unique implies that one is aware of being an individual distinct from all others.

Read more: http://www.insights-qualitativos.com/2010/11/37-emotional-benefits-to-use-in.html#ixzz154p5HfPT