Voyage into the „Internet 3 Italia” world

My  experience with the ''Internet 3 Italia"  as a customer is a priceless example how company shouldn't communicate with customers.

From 10 points Internet 3 doesn’t have more than 3, maybe for this reason the name is as it is.

To those who can’t decide which Internet is the best in Italy I’m sure of one- it’s NOT Internet 3. Italia .I would like to describe Internet 3 with these words: concealment of facts, providing of false information, anviling to understand customer, clients=rams.

I got Internet 3 when I came to Milan, it’s now 4 months ago. Why i choose exactly Internet3? Because this Internet deal very good with concealment of facts. Despite it, I thought it’s the best and one of the cheapest Internet offers, so I should take it. At first the only fact I dint’t like but I thought that it’s quite fair and that’s why they are so „cheap” is that I had to sign contact for 2 years. „Ok”, i thought, „I will be in Milan for 2 years, so Internet key for 19 euros per month and using limits sound good for me”. I signed contract and got my Internet key. Of course, all this process went 3 days, but that’s not the story.

The story is that I got my bill for Internet (i got it for 2 months), and the price was not 19+19 (for 2 month). It was 99 euros! I was really shocked and i went to the shop where they sold me the Internet. Guy from Internet3 looked at me and said: „Sorry, i don’t understand it, I don’t know what are these numbers”. He gave me the address where I need to go to solve this problem.

So, I went there, but the Internet guy gave me wrong address (they should improve they system), because when he gave the address, he looked in system. OK. I found the Internet3 store by myself and trust me guys, it wasn’t easy because in Internet you can’t find the address!!!

I went at 14:20 and it was closed. They start to work on Mondays from 14:30. OK, thank God I didn’t go some hours before because then it would feel a real disappointment. So, when they opened the store, at least 30 people run into the store and took these things you see on the picture.

I had to wait 1 hour. When my turn came, I explained everything (in my special language- half Italian, half English). So, here’s the explanation and you will not believe what you will read now:

31,67 euro per 2 month about Internet (OK, i agree)

0, 85 euro per activation (What kind of activation?)

16, 51 some other costs!!! (The explanation I got: „It’s just how it is!” I suppose taxes)

And 50 euros again Internet. So, how you think, what lies here? Why I again need to pay such an amount of money for The Internet? The explanation is MARVELOUS:

So, when Internet 3 has a bad connection (so, that means when they repudiate for what I’m paying them), Internet 3 switch to another Internet service called „TIM”, because they have better connection. And for that I need to pay extra 25 euros per month! Really nice, very inspiring.

So I pay extra 25 euros per month because they can’t offer me good Internet. That’s really incredible! And customer is so satisfied! So, I could take TIM which cost 35 euros per month and no limits, but now I'm paying Internet 3 25 euros and 25 euros to TIM, because Internet 3 can’t offer their service.

And for the sweet dish: When I said to the Internet 3 guy at the store that Internet 3 works really bad for 2 weeks now, the guy made a happy face and said: „Yes, yes, we now it, it is normal, our system is not working good now, but don’t worry, after few days Internet 3 will work again normally”. No comments.

After some while, I founded out that you can switch off the possibility to use „TIM” if „Internet3 doesn’t work”. How could I now it?? Internet 3 should really think about the communication part, starting from sellers, who are not competent enough.

 So, this is a very bad example how to make a communication with clients. "Internet3, I would like to give you a smart advice- 

Consumers give feedback and they expect to be heard. Otherwise they make noise. 

P.S. Mi dispiace for the bad quality of pictures, they were taken with mobile phone. 

Maslow and advertising work together

As I promised, here are examples of advertising messages based on Maslow’s pyramid needs.

So, the first level reflects on basic needs. My opinion is that this basic need level is used a lot to reach an audience, expecially the need- sex and there is no more important what kind of product it is- car, plant, shampoon or candies, this need can be used in all product categories.

Here are some examples:

The commercial of shower gel: 

http://www.youtube.com/watch?v=g_ySo29c-Gg&feature=related

TV commercial of energy drink

http://www.youtube.com/watch?v=c81eRD2v0FY&feature=related

The second level reflects on safety, security needs. Insurance companies, baks uses a lot securiyt need to persuade people. I founded two quite good examples.

The commercial of insurance company

http://www.youtube.com/watch?v=3aFosKYFlDg&feature=related

The commercial of travels insurance company

http://www.youtube.com/watch?v=5G7bGBUlx2M

Social advertisings also try to reflect people on this level: protect yourself, feel secure there is an example of social commercial about seatbelts

http://www.youtube.com/watch?v=e6Qhmdk4VNs&feature=related

The campaign of Obama is the third level in my opinion. The slogan: Yes, we can! Reflects on the need of belonging (together) we can do it together, we are like one power, so vote for me and you will belong to those who can!

http://www.youtube.com/watch?v=SsV2O4fCgjk

The fourth level is more about esteem needs. A loto f comercials try to attract their customers in this level, for example, promotion of social status.

Commercial of car:

http://www.youtube.com/watch?v=f8kiz2jNuLA&feature=related

http://www.youtube.com/watch?v=zqZZht9e-aQ&feature=related

What about fifth level? Well, as Malsow’s said, there are only very few people who have reach this level and actually I think that there aren’t much advertising which try to persuade their audience using the needs of fifth level. I suppose that such advertising reach very specific audience in specific fields, for example, science or medicine.

Finally, I would like to say that most advertising reflects on the level 1, 2 and 3!

Could you give me some example of the fifth level advertising?

Innovation+ Creativity= Crenovation!

     Yesterday evening I was absolutely amazed by the teacher and information she gave us! Her name is Serena Sala and for over 20 years she has been working in the field of Communications applied to image, compiling fashion tendency forecasts for major international fashion design studios.The most important topics we discussed was trend and consumer. So, I want to share about this experience with you!

      The trend is never what is happening now, but trend is something that will happen in future. It’s something that is coming, but not yet existing.

Watch this. Mac commercial “Think different”

And the commercial spot after 10 years:

Watch it here.

You see the same message, events, and people to underline who this company represents and what is their message. They had a clear vision about their brand and they still follow it. Trend- is something concrete and it is the best way to develop vision, to have an idea which will guide you. It’s important to create common vision so that people understand where the brand is going. 

You need to be different because then you are able to change the things. If you want to think different, open your imagination, otherwise you will see like everyone and then you will not catch people attention. To catch people attention- the most important thing today!

Nowadays we are in front of new era. The human being is in the center. And not the product or marketing.

How to think?

•Think of term of paradoxes.

•Think how you can measure things together, use things in different way.

•Everything can be created in geometric forms think of term of shapes.

•Environment. Relationship with nature will become more stronger.

•We need to take new things from other cultures.

•Keep the things simple and at the same time smart too.

•Change your tomorrow, changing today. Make your ideas concrete. The only time to act is today! What are you doing today, will make your future.

•Let your customers’ improve your brand!

•Sentence: “We can’t do it!” is the right direction to do something really good.

It’s all about people nowadays.

You need to catch people attention. You can catch it if you show something people don’t think about in everyday situations.

Nowadays catching people attention means catching their eyes.

People want to be involved.

People don’t like fake people. They want to feel that you are true.

Personalize everything.

The more you know about them, the more you are able to sell. Remember about people, they are alive!

Tell a story! People like stories! If you have a story, underline it, because consumers want to trust. People need and want to have some point of trust. They want to trust in something. Exellent example of making story:

http://www.youtube.com/watch?v=_vayGuuFiUI I guess if they would just show their new collection, it wouldn’t be so effective. You start to think about this story and interpreted it. It is different, so it works.

The other example, look, http://www.youtube.com/watch?v=nhswOlqbPUU

Did it catch you? Prada goes close to art. What they meant with it? No idea! But, Prada can do it, because it’s Prada. If they are so powerful, they can speak in their own language. They have the power to do that.

You need to look at people and try to understand how they will change and what will happen in future?

Now it’s a digital era. It will change everything, people will have different values. What kind of values? We need to listen and predict. Think and try to see from different point of view.

Communicate today means get in contact with people. They don’t want to be informed. If they need information, they can go into google and find everything they need.

What today is reality yesterday was just an imagination. Try to connect the imagination and the reality today. Think what people want nowadays? They want to get more time.

Without problems there is no creativity. People ask for products which are full of creativity not only a comfort product.

You can make them feel little bit scared and get their attention.

Make people feel a little bit uncomfortable and you will gain their attention.

Put your add to places people don’t expect!

Don’t scream, everybody is screaming!

Get out from people world: “Wow!”

“Good enough” doesn’t work nowadays. You need to be more than “good enough”.

P.S. Serena Sala told us: "When you are working for some project and have an idea, but other collegues or boss say: “We can’t do it!” then you need to know that it is the right direction to do something really good! Trust me! I have more than 20 years experience."

My view to Maslow's pyramid

The basis of Maslow's theory of motivation is that human beings are motivated by unsatisfied needs, and that certain lower needs need to be satisfied before higher needs can be addressed. In advertising field the Maslow’s pyramaid is really important. In my next article I will talk and give examples to all 5 level of needs and how advertising messages are based on these needs.

Does virus marketing really help to sell?

Till the Music Business (tough by F.Selden) lesson on Friday I was absolutely sure, that virus marketing is one of the best advertising ways to talk with people and that you should definitely include it, writing a new advertising plan campaign for some product/ service/ music group or etc. Why? Because virus marketing has a dozen of good points. Here is my list of some of them:

Virus marketing provides an opportunity to break through traditional advertising fuss and gives an opportunity to reach audience more effectively;

If you are using virus marketing than product/service etc. don’t need to have resounding features to increase its visibility and create noise, because virus marketing already consists of communication components causing surprise and interest;

Unlike traditional advertising, virus marketing is not intrusive. On the contrary, people are willing to watch them in Internet and if it really works, then send this link to other Internet users. This is a very good word of mouth distribution technique.

Last but not least, it doesn’t cost any money. You don’t need to pay for space and audience attention.

To have really good virus marketing campaign, you need to follow some “rules”:

The most important thing is to create STRONG emotions (laughter, fun, sorrow, hatred). Virus marketing is 100% about feelings! Make something unexpected. Don’t make advertising, make story!

So far everything looks really great.

BUT! Let’s come back to advertising main purpose. There are a lot of various aims, but in terms largely there are 2 aims. The first aim is to attract more sales for the company.

The other one- help customers recognise the product of competitors. The second aim include a lot f other aims, for example, to build the overall company image, to effect immediate buying action, to create a reputation and etc.

My opinion is that the use of viral marketing depends from the main aim, it’s not for the entire.

The second thing about virus marketing („thanks, my teacher”) is to now, what are you going to do after you will put your video on Internet? OK, the idea could will be very good and the video will be watched more than 100 000 times, but what comes next and what will be the result of this video? You need to think about these thing BEFORE you make the viral. Whether it will be only one element? How does it fit into the overall advertising campaign? What comes AFTER the viral and what will be the RESULT of it?

I want to show 2 examples of virus marketing videos. One of them works, the other- no, but both of them are great and people love them!

The viral marketing video for the song "Here It Goes Again" by OK Go.

The video ir great and it has more than 2,682,760 views, 5,531 comments, 31,695 people added this video as a favourite. These guys get a contract because of its video („Thanks, teacher”), but nothing happens after that. The guys made an attractive virus, but they didn't consider about the next step. And what else- this video is sooo good, that they are now not able to surprise people with another such a great video. So, this example is like a Boom! And everybody likes that and everybody is looking it, but actually nothing else is happening. So the result of it is nothing. So, it’s a fail actually. One big „boom” and that it. The video now is living his own life and it doesn't help the band to reach some other goals on their career as a group. But anyway, this is a great example how you can build a video without a big budget behind it.

The second example of viral ad:

This video had an aim and a strategy. The aim I suppose is to show the companies attitude towards artificial beauty and it build the image of the company.

This video has more than 10,918,485 views,it has 5,364 comments and 39,664 people added this as a favourite. And what is more important- they follow their strategy. The company has defined the values and with this viral video they represent it.

Also, there are more than 10 videos who make an answer to „Dove” commercial, so people are really addressed in and they have their opinion (good or bad) about this commercial. So, this is an example, how viral marketing commercial fits into the whole strategy of company and reach the target audience.

Finally, I would like to say that you it’s a failure if companies uses virus marketing only because it’s modern and timely. It is really important to consider all the steps: the aim of the video, how it fits into the whole strategy and what will follow after it, it should be continued. People have just seen the campaign. They think, it was interesting, unexpectedly, and their emotions have reached a high level, the video has obtained their full attention. So what will follow? Of course it depends of the goal. Maybe it’s the right time to attract more sales for the company.

That’s all!

P.S. For the sweet dish...The teacher also showed a funny virus comercial example (parody) for the Beyonce song "Single Ladies". This video is watched more than the official video clip version :) Enjoy!

When „green” is „ blood red”

At the university we discussed things about „word of mouth” marketing power and also about the topic „green attitude”. Now it’s stylish to talk about it and companies try to persuade their customers that they are really „green”, „downy”, they care about people health, they are harmless and protect nature. A lot of companies home pages are full of that kind of information. But Is it really true?

I would like to give an example : Greenpeace against Nestle
Environmental organisation „Greenpeace” made a huge protest action in Internet against Nestle because of it’s palm oil sourcing policies. Companies like Nestlé, Procter & Gamble and others are sourcing palm oil from suppliers who destroy pristine forests and carbon-rich peatlands.

So, what did „Greenpeace” do? They took Nestle product „Kit Kat” and it’s slogan „Have a break” and made an Internet campaign against the product „Kit Kat”. My opinion is that they have hit the jackpout!
Here you can watch the protest video against Nestle: http://www.youtube.com/watch?v=VaJjPRwExO8
And also check this:
http://www.youtube.com/watch?v=YjYOCqUn-fI
There you can see a Greenpeace activity related to this topic:
http://www.youtube.com/watch?v=2ExNmhDLsIk&feature=related

What is more great, they use social media to distribute the information about Nestle palm oil sourcing policies. They use Twitter, Facebook, Youtube and other social media channels. And it works, because people care. Maybe some of them care only at the moment they are watching the video, but anyway, they send it to their friends and colleagues and the communication model „word of mouth”is working for 100%!
So, don’t trust all the information you see in companies home pages. Now its stylish to write about companies care, that they make our lives more pleasurable and nobody has to „pay” about it. Unfortunately, somebody has. In Nestle case it’s orangutans.

Here you can get an extra information about protest against Nestle. http://news.mongabay.com/2010/0320-hance_socialmedia.html
About development, goals and action Nestle „take”. http://www2.nestle.com/CSV/RuralDevelopment/Pages/RuralDevelopment.aspx

Why Milan? Thats why!

I wanted to study in Italy due to several reasons.
During my studies in this program I will have a wonderful opportunity to immerse myself in a different culture, nation. I have always wanted to go to Italy but when I finally get there, I understood- this ir the right place for me! People are very open minded, I like to spend time together with them and discover things I never thought before.

By exploring another nation, I am able to integrate easier, acquire a broader and clear range of vision, as well as grow in experience.
Discover different culture and people is important if you want to work in advertising. It is a possibility to shake yourself of stereotypes and obtain personal vision that is an incomparable asset in contradiction to messages and judgments by other people. This is an occupation where the person’s private experience is essential.

Studying in this higher education establishment, I will gain a unique experience I would not be able to gain if I studied in my home country.
So, if you have such an opportunity- go and discover the world "outside your box"! :)

About me and my blog

Hi everyone! I'm a girl from a small country full with nice people- Latvia.
I have been actively and productively studying full time at the Faculty of Public Relations and Advertising Management of Riga International School of Economics and Business Administration for a period of four years.
After that I also had an expierence working in an advertising company, but my aim was to keep going and develop my skills. And if I have an aim, I'm struggle to realize it. And now- I have started my studies in Insituto Europeo di Design in Milano. I'm studing advertising comunication and brand management. I'm in love...with Italy and my advertising studies.
My next aim- to start a valuable life there, show the best things I can do and after studies get a job in advertising company. I will go for it! In this blog I will share all the valuable information I will get from discussing with my teachers and about topics and ideas which will come in my mind while studying. I hope my blog will be useful for you!