Hopeful Monsters Institute
Welcome to the Hopeful Monsters Institute. A curation of the inspirational, entertaining and bizarre that will bend your noggin in a different direction. Hand-selected by Hopeful Monsters. For Hopeful Monsters in the wild.
Hopeful Monster: Carl Moggridge , Partner.
"A cracking listen, mostly because it shows how much of a bubble adland trend reporting is in and how homogeneous the thinking is.
Matt Klein does a yearly meta analysis of all the trend reports that agencies and consultancies spit out.?
Not only did he find they increasingly all talk about the same trends, this year, he used AI (NWO.AI to be precise) to see which trends were actually the most important.?
While agencies most commonly ranked sustainability as the most important trend, that didn't stack up at all with reality. People are much more into buying anything and everything, now, through social media. Which seems like a massive paradox to say the least."
Hopeful Monster: Martina Mera , Senior Account Executive.
“Everyone hates Ryanair but everyone flies Ryanair ??
So, the question is - how do they continue to make record-breaking sales if the flying experience can make you cry?
Ryanair’s' business model is centred around reducing all additional costs to keep airline ticket prices to a minimum.? Their low cost business model through a self-depreciation social media strategy keeps them leading the board.
Its messaging fosters its brand image and increases awareness, transmitting the subconscious message of convenient, fast, and cheap flights. They have identified their target market so well and cater toward youth consumers by keeping prices low and keeping customer service lower, which is crazy but works perfectly for them.
Also, shout out to their community managers cause they do an amazing job haha"
Hopeful Monster: Blair Ellis , Account Director.
"Why are we still using Gen Z, millennials, Gen X, and baby boomers to segment the audiences we do or don’t want to target?”
Great little article with a few great statistics but the golden nugget is buried within when they talk deeper around how we segment our target audience. Especially when we consider that the traditional 'demographics' approach is quite out-dated.
Don't get me wrong, there is absolutely still a place for it but must be combined with other elements such as interests and intent. Give it a read and see if it sparks any insights for how we should reapproach our targeting in the future."
Hopeful Monster: Tegan Knight , Senior Business Director.
"The potential for non-gaming brands to connect with players in creative and innovative ways remains vast and largely unexplored.
If you're ready to take the leap, let's chat ??"
领英推荐
Hopeful Monster: Jade Glashoff , Business Director.
"I constantly hear about how people hate small talk or they aren’t good at it (if you’re on dating apps, you’ll know exactly what I’m talking about) so this article about a journalist trying to give up small talk got my attention. The experiment was based on some research from Harvard that suggested our issue with small talk might be asking the wrong questions.
Essentially, the journalist created a list of common small talk topics to ban and replaced them with topics that would elicit a deeper conversation. The list of replacement questions had been scientifically assessed to make the person asking them better liked by conversation partners.
Spoiler… it didn’t go well! Check out the awkward deep chat here and next time you’re in a situation where you want to avoid small talk, just remember that we have it for a reason.”
Hopeful Monster: The Whole Team.
"Introducing, a Thank You slide that isn't a waste of Space.
By our estimates there are about 10k agencies in Australia. On average they present once a week to a room full of influential people.That meeting lasts an hour, consisting of 45 minutes jabbering and 15 minutes for questions.If it's a massive all agency response, that's likely to be 40 people taking part in an hour long Thank You slide stare fest. Back of a napkin maths, that's thousands of people spending 130,000 hours looking at a slide with just thank you on it.
At Hopeful Monsters, we think that's some pretty valuable real estate that could be put to better use.
So, from this day on, our ‘Thank You’ slide will be given to organisations that need your attention and we’re kicking it off with Yes23 . Simply click on the link and add your branding bits."
Hopeful Monster: Blair Ellis , Account Director.
"Ever wanted to have a chat with Jesus? Well, now you can!
Certainly an incredible plethora of opportunity to build and distribute incredible pieces, but this one definitely made me chuckle and smile.
Personally, love this as a way for people to connect with their faith in a unique way that can be genuinely helpful and needed. The premise of this is also kinda funny and interesting.
Definitely an encouragement to look at ways to bring conventional thinking and connection to new-era technology."
Hopeful Monster: Carl Moggridge , Partner.
"More fanboying over Derek Thompson . In this article he discusses how data is making everything from music to sporting tactics similar. I'm pretty convinced you could apply this to marketing.
Some key quotes...
"When universal intelligence leads to universal strategies, it can lead to a more homogeneous product.
"As I have already written, the quantitative revolution in culture is a creature that consumes data and spits out homogeneity".
Senior Business Director at Hopeful Monsters || Marketing & Communications Professional || Ex-Activision Blizzard, Ogilvy, Ketchum || Husband & Father || Beekeeper
1 年Some great content in this edition!