Reklaambannerite teine tulemine

Reklaam tekitab häirivalt palju jäätmeid, kirjutas Evelin Pullerits mõni aeg tagasi. Osaliselt sellest inspireerituna, osalisalt niisama rohelisi mõtteid haududes tekkis mõni aeg tagasi idee teha kasutatud reklaamist midagi … kasulikku.
Rimi_small.jpgÄraütlemata hea meel on teada, et alates sellest nädalast on Rimi hüpermarketites müügil kandekotid, mis on tehtud Rimi enda välireklaami plakatitest. Kui muidu rändavad PVC-st reklaamplagud peale kahenädalast kampaaniat prügimäele, siis nende sõnumikandjatega saab peale väikest õmblustööd koju viia näiteks kuus suurt joogipudelit, umbes kümme veini või hunniku konserve näljasele kassile. Sangade pikkus on valitud selline, et kotti saab kanda nii käes kui üle õla. Kotid on valminud käsitööna ja igaüks neist on erinev.
Minu sügav kummardus Rimile ja Evelin Mägiojale, kes oli seda toorest ideed valmis kohe katsetama. Ja veel sügavam kummardus Inga Liivile firmast Ambient Marketing, kes vaatamata esimestele tagasilöökidele õmblusrindelt vankumatult asja edasi ajas ja Rimil reklaamplagud kandekottideks taguda aitas.
Kui Rimile ideepakkumist tegin, pidin seda tegema mingisuguse organisatsiooni nime alt, ja nii sündis 361 Thinking. Kahtlustan, et see ei jää viimaseks roheturunduse ideeks, mis teoks saab 😉
English summary
This is too good not to have a synopsis in English. This week Rimi stores in Estonia started to sell carrier bags made out of recycled outdoor advertising banners. Kudos for the Rimi folks and to good people at Ambient Marketing that made this happen. I meanwhile founded 361 Thinking. Or should I rather say I built a website (10 minutes), designed a logo in Keynote (3 minutes) and had an interesting discussion with a friend and Pantone, Inc about naming (20 minutes). Let there be more green marketing.

How to get funding for your startup

Moderation was ended in London OpenCoffee (that’s a group or web entrepreneurs, venture capitalists and other geeks of this kind) email list this week, which resulted in a lot of spam but also a lot of wise words.
The following is my selection on what people in the discussion related to funding a startup, unedited. Too good information not the be shared. (Also I wanted to store this in a place that’s easy to find).

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Šotimaa: steroide söönud Lõuna-Eesti

(Saadaval ka Ekspressis)
Maandusime Aberdeenis, kus asub üks Suurbritannia põhjapoolsemaid lennujaamu, peale päikeseloojangut ja asusime rendiautoga umbes viiekümnemiilisele teekonnale Dee jõe oru suunas suunas. Kahel pool teed laius kaunis ja mägine Šotimaa maastik. Kahju vaid, et oli kottpime, ja seda näha ei olnud.
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Reisikaaslasteks olid kolm inglast, mehed oma parimates aastates. Tallinna vanalinnas toimuva järgi võiks oletada, et sellise seltskonna saab võimalik olla ainult reis täis jalgpallisärke, purjus peaga huilgamist ja ettekandjatele tagumiku peale laksude andmist, aga see ei olnud see, mille pärast sinna läksime. Meid ootasid majesteetlikud tegevused vabas õhus nagu kargetes mägijõgedes ujumine, golf, püssilaskmine ja muu säärane; võibolla sekka ka viskikelder või paar.
Ööbimiskohaks oli Hilton Craigendarroch. Nime järgi ootasin lossi, kus tunnetada möödunud aastasadu, tülitseda pahura ülemteenri ja võibolla koguni mõne krapsakama kummitusega. Selle asemel kogesin sisuliselt Duran Duranit, Blondiet ja erksavärvilisi lipse. Ballateri linnakesest kiviviske kaugusel asuv hotell on ehe stiilinäide 80. aastate yuppie-kultuurist. Ei ole lihtne aimata, missugust ahhetamist omal ajal näiteks tehislik suusanõlv, põrandaga triiki tasa olev ujulabassein või meie apartmentis asuv mullivann põhjustas. Aga erinevalt näiteks Turisti poest või Olümpia hotellist ei olnud seal midagi 20 aasta jooksul muutunud. Jõime muiates hotelli baaris kohustusliku klaasikese viskit ning suundusime magama, et olla hommikul seiklusteks valmis.

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Kesknädal – busted

Pärnu Juhtimiskonverentsi tiim saatis paar nädalat tagasi laiali otsepostituse, mis pealtnäha meenutas Economistist väljarebitud lehte. Aga ainult pealtnäha, sest kasvõi natuke lugedes sai aru, et tegemist on reklaamiga. Ma täpset sisu ei mäleta, aga no kui tõenäoline on, et Economist küsib majanduse kohta kommentaari flambojantselt (“Economisti” sõnadevalik) konverentsikorraldajalt? (Ei midagi isiklikku, Toomas.) Või kui ka küsib, siis kui tõenäoline on, et ta trükib sinna kõrvale ka konverentsi programmi. Koos logode, hindade ja registreerimisinfoga. Minu meelest ainult erakordselt pealiskaudne, erakordselt kibestunud või erakordselt rumal inimene usub siis veel ikka, et tegemist on Economistist väljarebitud lehega.
Khm-khm. Tundub, et Kesknädala toimetuses töötab mõni inimene, kes vastab ühele või kõigile neist tingimustest. Või siis on neil veel arenenum vigurväntlusmeel, kui konverentsi omadel. Tänane Kesknädal kirjutab:
„Majanduskasv Eestis on sel aastal sisuliselt peatunud – esimeses kvartalis roomas majanduskasv valuliselt haletsusväärse 0,01 protsendini,“ nentis Suurbritannia nädalaleht The Economist 27. augustil.
The Economist meenutas, et veel 2006. aastal triumfeeris Eesti 11,4-protsendise majanduskasvuga, olles oma regioonis üks kiirema majandusarenguga riike. Eesti majandusnäitajate drastilist halvenemist vaadeldes tõi leht paralleeli muinasjutust, kus uhke tõld hirmuäratava kiirusega muutus kõrvitsaks.
Selle asemel, et lugejatele lahti kirjutada totaalse languse põhjusi ja avada nende tausta, asus The Economist lausa reklaamilikult kiitma Eesti majanduse tulevikuväljavaateid. Selleks kasutas ajakirjanik Riigikogu majanduskomisjoni reformierakondlasest esimehe Urmas Klaasi abi (kirjutades tema perekonnanime valesti: Kaas).

Ja nii edasi. BNS-s oli täna hommikul ka uudis TALLINN, 10. september, BNS Kesknädal refereeris The Economisti pähe konverentsikutset , aga sellele ei pääse kontot omamata ligi. Lõbus lugu, igatahes.
Lisand 15.05 – küsisin Toomaselt ka kõnealuse otsepostituse faili.. Tema kommentaar küsimusele, mida muud on reklaami kohta kuulda olnud, vastas ta: palju rõõmsat tagasisidet.

Great ideas

Coming across great ideas is so … great. Here’s another piece of copy from Blik packaging:
Seeing your room with blik for the first time is kinda like seeing a guy with a mustache. Come to think of it, it’s nothing like seeing a guy with mustache. Although both are cool and make a statement about who you are, our wall patterns don’t hurt when you kiss them. Not that we’d know…
bee.pngOr consider Beauty Engineered Forever, this Greenpeace ad or this no smoking sign. I know I run the risk of sounding like a cheap copy of Seth Godin now but anyway, kudos to these people that come to work, drink their coffee and do great things rather than bland mediocre ones. And kudos to the bosses of these people, and owners of companies that have hired such people for asking them to do so.
And a sanity check to end this rant – do you know of any truly great ideas that have failed miserably?

Must ja valge kass otsivad kodu

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Sõber Johanson annab ära sellise kassiduo. Nagu pildilt näha, on pakutav täiskomplektne, heas tehnilises korras, oma parimas vanuses (vastavalt 2 ja 3 aastased), hooldusraamatuga (kus on kirjas vaktsineerimised jms.) ja katalüsaatoriga (mis ei võimalda kummalgi enam järglasi saada). Kassid on elanud 180-ruutmeetrisel pinnal vanalinnas nagu kuninga kassid, aga seoses sellega, et see pind läheb praktilisemasse kasutusse, peavad nad varsti endale uue kodu leidma. Soovitavalt kuskile, kus neil on palju ruumi mängida. Nii et mõtle oma maal elavate sugulaste peale palun. Heale peremehele on Johanson nõus juurde pakkuma 1000 krooni kuus toiduraha (aga et selle eest peab ostma kassitoitu, mitte Sarviku õlut). Ja ma olen kindel, et kauba peale on ta uuest pererahvast nõus tegema nii ilusad pildid, et sädemeid lendab. Saad Johansonile skaipida või siis küsi minu käest mingi vanamoodsam kontakt.

Travel report

In the last month I’ve ticked two names off my would-be-nice-to-see-some-day travel destinations: Scotland and Ibiza. You’d think they are diametrically different but there are quite a few similarities. Mountains, beautiful nature and lots of not-so-wanted Brits around. Contrary to my prejudice Ibiza can be a nice chillaxing place. My two cents on that island:

  • Stay away from the concrete jungle that is called party town San Antonio.
  • Rent a scooter or a car and check out the more remote beaches. A yacht if you can. (We couldn’t)
  • Go dine at Bambuddha Grove. Don’t let the own-brand clothing line store and embedded sex shop fool you – the food as well as the ambiance are very nice.
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    More on Scotland soon, the travel journal is already with Eesti Ekspress and a team of twenty linguists are busy translating it into English.
    And you just gotta love Ryanair, even with their website looking butt ugly and pricing policy as transparent as a tin coffin filled with mud. This week they’re selling tickets at ridiculous prices. A return ticket to Dublin or Newquay, Cornwall costs 10 pounds, including taxes and such. That’s so little I got tickets for both for the same weekend. If the surf is good I’m off to Cornwall. If not then the capital of Ireland it is.

    Your marketing budget as an investment portfolio

    stocks.pngI made a presentation at a marketing seminar organized by Äripäev, Estonia’s business daily. My topic was treating marketing budgets like investment portfolios, a simple idea that stuck with me years ago.
    A financial investments portfolio usually includes some assets that preserve capital (such as cash or government bonds) and some that grow it such as stock funds. An aggressive investment portfolio would also include a risk fund, a small share which can finance riskier but at the same time potentially more profitable investments. If it works out sour, the loss is capped at only being a tiny bit of your portfolio. And if it works, the tiny bit of your portfolio can quickly grow to be a large bit. Simply there is more to win than there is to lose.
    What does this mean for marketers
    In marketing it’s exactly the same. Some of the things we do are very basic, like using point-of-sale materials when selling fizzy drinks or placing an ad on a classifieds paper when selling real estate. These involve very little risk, but they don’t guarantee a successful result.

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    End of white walls as we know them

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    Blik is such a great business idea, executed in such a great way. Everything from their about us page to packaging seems to have gotten enough love. Consider the copy on the DYI bamboo tree I bought:
    Using blik is like adding a ray of sunshine to your room. You could add a skylight instead. But then you’d have to deal with some guy cutting a hole in your roof. And chances are, that guy will be showing some crack.
    Available online, and there’s also a shop on Columbia road. East London, naturally.

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    Surviving in the UK – thanks to and despite NHS

    It’s summer and I’ve been on a blog holiday, neither writing nor not reading blogs of others. Until National Health Service (UK’s biggest employer, NHS to friends and family) gave me an urge to write a little, or should I say it inspired me.
    People with good manners don’t talk about their health in public. Talking about NHS should therefore be perfectly fine as this has nothing to do with health, as I have found out. Anyway, I hit my middle toe against someone’s knee a few weeks back. My sparring partner was fine, the toe unfortunately not so much. It got slightly swollen and had a nice range of pastel colors on it almost immediately. I thought I’d just bruised it and kept on doing what I was doing. Walks on Estonian islands and Scottish mountains, swimming, a rock concert and such. It did hurt a bit but hey, no-one said life was supposed to be easy. Finally this week I thought that my foot has been sore too long for a simple bruise and that was time to bring on wonders of modern medicine.
    Ironically, the only place to get someone to take a look at your foot is a walk-in clinic. (In my case hobble-in clinic.) The other option was signing up with a local doctor aka GP or General Practitioner. I reckoned a domesticated doctor may come handy one of those days so I better go all the way. Having lived in the UK for some time now, I wasn’t at all surprised that you can’t just go there, flash your ID and get whatever body part examined and fixed. That would be unreasonably time efficient, wouldn’t it.
    On first visit I indulged into some paperwork. Only 24 hours later was I entitled to schedule an appointment. But not to have my foot looked at – no, not so fast. This is just to complete your registration and have a nurse measure you and ask about diseases in the family, quantities of fruit I eat and units of alcohol I drink per week. Only after that would someone actually get to examination of my limb. I was lucky as well as persistent though, so I managed to schedule initial check and doctor’s appointment within 20 minutes of each other.
    Your middle toe is broken alright, said the doctor finally. And added it should heal itself in about three more weeks if I gave it some rest and minimized my walking. Probably, he added, as only an x-ray would tell with 100 per cent certainty. Unfortunately x-rays could only be done in one of the big hospitals and it would usually take two weeks to get a response back from them. Or alternatively I could have gone to an x-ray unit (x-ray monger? x-ray parlor?) a few tube stops away that would have given me results immediately had I been prepared to spend four hours in a live queue. This all seemed quite unreasonable and contradicting the advice to go easy on walking, so here I am, still x-rayless, but quite immobile nevertheless.
    I don’t know what I was thinking but I also showed a birth mark on my chest to the same doctor (in the same NHS system) and asked whether someone could remove it as it’s situated exactly where backpack straps rub against the body and then there’s the thing with birthmarks and sun not getting along very well. No problem, he said and proudly explained that the internet based patients handling system would make this very easy. All he’d need to do is enter my details in the system and presto! soon a letter would come from GP’s office, stating that I could go and pick up a card with a phone number that I could use to make an appointment with a dermatologist. I stared at him blank, not understanding why getting a simple medical procedure had to involve more planning than robbing a bank.
    I turned around and as I walked out I saw this sign on the inside of the door. Not all customers leave happily, the doctor said while I got my camera-phone-calculator-alarm clock out and took the photo. Why was I not surprised.
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