Comments on: Old Spice drops the ball ten yards from the endzone http://gerardmclean.com/old-spice-drops-the-ball-ten-yards-from-the-endzone.html Random obvious opinions that are entirely my own. I hope you disagree with every one of them. Tue, 31 Aug 2010 22:42:27 +0000 hourly 1 By: Gerard http://gerardmclean.com/old-spice-drops-the-ball-ten-yards-from-the-endzone.html/comment-page-1#comment-308 Gerard Fri, 13 Aug 2010 22:43:10 +0000 http://gerardmclean.com/?p=1348#comment-308 @GIrlFuturist We do a lot of stuff for the retail marketing services industry (namely NARMS http://www.narms.com) so I'm a bit sensitive with the at-retail follow through of any media campaign. Some brands are fantastic at it and a good coordinated marketing campaign that follows through the last ten yards sees sales really lift. It is a bit disheartening to see this much effort poured into the top end and no follow-through at retail. Maybe an MSO noticed an opportunity and is busy selling it to the next brand that does the next social media campaign. @GIrlFuturist We do a lot of stuff for the retail marketing services industry (namely NARMS http://www.narms.com) so I’m a bit sensitive with the at-retail follow through of any media campaign. Some brands are fantastic at it and a good coordinated marketing campaign that follows through the last ten yards sees sales really lift. It is a bit disheartening to see this much effort poured into the top end and no follow-through at retail. Maybe an MSO noticed an opportunity and is busy selling it to the next brand that does the next social media campaign.

]]> By: GIrlFuturist http://gerardmclean.com/old-spice-drops-the-ball-ten-yards-from-the-endzone.html/comment-page-1#comment-307 GIrlFuturist Fri, 13 Aug 2010 22:22:50 +0000 http://gerardmclean.com/?p=1348#comment-307 Had the same thoughts during their campaign. I checked my local grocery shelf during the video onslaught and was underwhelmed. A week later it didn't appear that any merchandise had even moved. Disconnect between advertising & marketing depts? I wonder if the viral nature of the campaign surprised everyone? Had the same thoughts during their campaign. I checked my local grocery shelf during the video onslaught and was underwhelmed. A week later it didn’t appear that any merchandise had even moved. Disconnect between advertising & marketing depts? I wonder if the viral nature of the campaign surprised everyone?

]]> By: Gerard http://gerardmclean.com/old-spice-drops-the-ball-ten-yards-from-the-endzone.html/comment-page-1#comment-262 Gerard Tue, 20 Jul 2010 15:20:33 +0000 http://gerardmclean.com/?p=1348#comment-262 John, What would have been REALLY cool is while you were shopping at the Target, after checking in with Foursquare, Old Spice man came over the PA and said something like "Welcome to the Target, John Hondroulis via Foursquare. You will find the Old Spice next to the ladies discussing your sexy abs in the shampoo aisle. Wash, rinse, repeat." or something like that. Location services and retail at shelf is a match just waiting for a ring. John, What would have been REALLY cool is while you were shopping at the Target, after checking in with Foursquare, Old Spice man came over the PA and said something like “Welcome to the Target, John Hondroulis via Foursquare. You will find the Old Spice next to the ladies discussing your sexy abs in the shampoo aisle. Wash, rinse, repeat.” or something like that. Location services and retail at shelf is a match just waiting for a ring.

]]> By: John Hondroulis http://gerardmclean.com/old-spice-drops-the-ball-ten-yards-from-the-endzone.html/comment-page-1#comment-261 John Hondroulis Tue, 20 Jul 2010 15:04:06 +0000 http://gerardmclean.com/?p=1348#comment-261 Nice post! AGREED! I literally drove to Target to get Old Spice in support of W+K and social media as a channel and I was expecting at least a shelf display and ideally what you suggested. It would have been cool to have a FourSquare offer as I checked in at Target. Nice post! AGREED! I literally drove to Target to get Old Spice in support of W+K and social media as a channel and I was expecting at least a shelf display and ideally what you suggested. It would have been cool to have a FourSquare offer as I checked in at Target.

]]> By: bonnie http://gerardmclean.com/old-spice-drops-the-ball-ten-yards-from-the-endzone.html/comment-page-1#comment-252 bonnie Sun, 18 Jul 2010 02:59:23 +0000 http://gerardmclean.com/?p=1348#comment-252 Great example of a brand that has gotten so excited about going viral it forgot to integrate the most important component - on the ground. I think the agency will win an award but the final ROI may be disappointing. Great example of a brand that has gotten so excited about going viral it forgot to integrate the most important component – on the ground. I think the agency will win an award but the final ROI may be disappointing.

]]> By: Adam in Columbus http://gerardmclean.com/old-spice-drops-the-ball-ten-yards-from-the-endzone.html/comment-page-1#comment-251 Adam in Columbus Fri, 16 Jul 2010 23:57:14 +0000 http://gerardmclean.com/?p=1348#comment-251 Marketing is what happens all the way until a person makes a purchase or clicks "confirm payment" online. Old Spice has everyone talking about their brand. Good. The real test is how many people carry that message to the checkout line. We'll see but you're right, OS dropped the ball pretty close to the endzone. What if Old Spice embedded each YouTube video with a link where people could orderold spice gift sets with custom messages on each bar of deoderant? Marketing is what happens all the way until a person makes a purchase or clicks “confirm payment” online. Old Spice has everyone talking about their brand. Good. The real test is how many people carry that message to the checkout line. We’ll see but you’re right, OS dropped the ball pretty close to the endzone.

What if Old Spice embedded each YouTube video with a link where people could orderold spice gift sets with custom messages on each bar of deoderant?

]]> By: Nate Riggs http://gerardmclean.com/old-spice-drops-the-ball-ten-yards-from-the-endzone.html/comment-page-1#comment-247 Nate Riggs Fri, 16 Jul 2010 21:02:14 +0000 http://gerardmclean.com/?p=1348#comment-247 You bring up good points and it does seem like P&G and W+K are a bit off on the timing of the retail level promotions. Guess we will see what they do, if anything at all. Either way, retail displays are going to be essential to capitalizing on the great effort made on television and online. That's where the sales happen. You bring up good points and it does seem like P&G and W+K are a bit off on the timing of the retail level promotions. Guess we will see what they do, if anything at all. Either way, retail displays are going to be essential to capitalizing on the great effort made on television and online. That’s where the sales happen.

]]>