X's thoughts

Analog Media vs. Digital Media

Today I was at a frequency calculation training, and what I heard what the optimum frequency for TV was 3 - 5 times, and even if a week’s TARP is less than desired, planners to keep in mind the Carry over effect from previous week. 

I was sitting there thinking, the way that traditional planners look at people are so model based, that we have not realised the power has already shifted. Today, people choose what they watch, when they watch because the choice is so widely available. Just because you have achieved your reach target, does not mean your ad was effective.

Engagement is the key. We are seeing more and more TV commercials with Shazam or visit the website call to action. TV campaign is just the start of a engagement journey. The latest Lynx campaign was a good example, but it would have been even better if that commercial was run online, so it gives people more time to get their phones out and Shazam it and find out more. 

Digital Media is really about getting your audience to engage with your brand. Let it be through content curation or creation, conversation or debates, polls or competitions. The more time your customers spends with your brand, the higher chances of them remembering you. More importantly, what brands say and what brands do needs to be consistent, because it’s never been easier for your customers or potential customers to spread any negative opinions or experiences of your brand. 

Frequency or reach is something we like to have, just to say to our clients how good of a job we have done for them. But in the real world, everyone is different, what they do during ad breaks is different, the way we view digital content is different, but if we know what we want to achieve in terms of engagement and actions, then the media metrics becomes less relevant. 

As planners, we need to focus more on effectiveness of the campaign rather than reach. This happens when the message and the media works as one, and we start to think from viewers perspective. 

Thoughts on Vegan

One third of the worlds land is being used to produce life stock meat, just to satisfy our ever growing demand on meat. 

We are eating too much meat, period! As a result, our body don’t get enough fibre, vitamins and antioxidants which we normally get from eating lots of vegetables and fruits. Just think about the last time you struggled to “empty” yourself. 

Not to mention the environmental impact we having, by eating more vegetables, we reduce our eco foot print, such as fewer greenhouse gas emissions.  

I gave tried become a vegan for a week in Feb, and it has dramatically changed they way I look at food. I realised I don’t need that much meat to survive, in fact eating vegetables, fruits and whole grain has made me feel better through out the day. By the way, I want you to realise that at one stage of my life, I did not consider myself full until I finished a 300g steak for dinner. So if I can do it, you can too. 

I haven’t continued to be a vegan since that week, mainly because I couldn’t resist one of the best perks in Media: I am able to taste most of the restaurants in Melbourne. But, I have dramatically cut down in my meat consumption. Meat is no longer on the grocery list, and I only eat it when I am eating out.

Imagine if everyone stopped buying meat for their homes, we will dramatically reduce our eco foot print, and it is better for us because we are having to look for healthier options such as whole grain food and vegetables. And, please, Chips do not count. 

Give it a go, even if we can’t be all Vegans, as least we can be a home Vegan. Eat less meat. 

Xikan (Just another way Melbourne has changed me) 

First day of on the grass diet

God know how long it has been since I lived without a single bite of meat in a day, but I am proud to say I have gotten over the first day on vege. Although there is a sudden feeling of hunger lingering in my stomach as I mention this. Despite spending 45 minutes at the dinner table trying to eat as much salad, beans as I could. 

What this experience teaches mean is really the power of focus, and restrain. By denying myself certain needs, I free up time and energy to focus on the main goals I have for the week. 

I felt pretty good saying No to a free burger at my friends house for dinner today. 

Xikan

Things I can leave without

As I dive deeper into the book Steve Jobs by Walter Isaacson, I soon realised a there are lot of things in life which we don’t really need. Jobs managed to live in a modest home despite being the top 100 wealthiest man in the world, and one philosophy I admire is he was able to follow his passion instead of driving for profit while running Apple. 

This week I am going to live without: 

TV, Meat, alcohol. 

And learn to focus on my goals in life. 

And yes he, the temperamental mood swing and his reality distortion field does make him fascinating and disturbing.