Mika Tuupola

Technology guy with passion for advertising.

Marketing

E!Usability Seminar in Tallinn

11 August 2008

Altex Marketing has organized several online marketing seminars. Next one will be held 14. august 2008 at Uniquestay Hotel. Event starts at 14:00 and ends around 17:00. This event will concentrate on usability. Thus the name E!usability.

Tickets cost 1750 EEK (approximately 110 EUR). All previous events have been worth of the money. I believe this one wont be and exception either.

Speaker lineup

• Kristjan Jansen, freelance interaction designer and web activist, “User and convenience”. Read his blog.
• Hegle Sarapuu, Trinidad Consulting, “Learn to know your user”.
• Mihkel Jäätma, Realeyes, “Eyetracking in webdesign, why and how?”.
• Aivar Paalberg, Enter and Martin Salo, Laborint, “How to gain profit from usability analysis”.
• Epp-Kristiina Keerov and Carol Tikerperi, Altex Marketing, “Morae software demo”.

Related entries: E!UK – Six UK Digital Marketing Specialists in Tallinn, Eturundus! 8 – This Time at KUMU, Eturundus! 6 – The Big Picture, Eturundus! 4 by Altex Marketing, Notes From Eturundus! 3 – Rok Hrastnik

E!UK - Six UK Digital Marketing Specialists in Tallinn

18 April 2008

Eturundus! seminars organized by Altex marketing keep getting better and better. Next one will be held 7th of may at Estonian national library. This time all speakers are from UK. Thus the name E!UK.

Participation fee is is 2500 EEK or 160 EUR per person. Discount for groups of four. Since Tallinn is only 80 kilometers from Helsinki it should be easy for Finnish digiprofessionals to pay a visit to E!UK. Hey, it’s only two hours with a boat…

All presentations will be held in English. They will provide live translation for those who speak only Estonian.

Speaker lineup

• Sam Michel, MD of Chinwag
  “Digital Marketing Opportunities in the UK for Estonians”

• Marcel Udo, European MD of Eyewonder
  “The Future of Banner Advertising and Rich Media”

• Craig Hanna, Training Director, e-consultancy
  “The Atomised Web”

• Laura Bambach, Head of Art, Glue London and Co-Founder SheSays
  “Digital creativity and collaboration”

• Jon Bains, Founder, Lateral
  “The People vs. The Brand”

• Alastair Cole, Interactive Production Director, Golley Slater Digital
  “Swimming Against The Tide: Information Architecture and UI Design”

I will definitely be there.

Related entries:
Eturundus! 8 – This Time at KUMU,
Eturundus! 6 – The Big Picture, Eturundus! 4 by Altex Marketing, Notes from Eturundus! 3 – Rok Hrastnik

Bossavesi.net - Make Your Office Happy

15 May 2007

Make your office happy buy providing people with fresh water!

Bossa Vesi is a minisite for Estonian supplier of coffee, water and juice machines for offices. It contains some simple jQuery goodness. All Javascript code degrades gracefully.

The nice office in front page is actually our own!

Estonian Fashion Blog - Kevad.ee

02 April 2007

Spring brings out the people. People bring out photographers. For four weeks there will be fashion spy’s patrolling streets of Tallinn.

Kevad.ee is Estonia streetstyle photoblog. During four weeks our photographers will make pictures of people in streets of Tallinn. Art directors will then spend several hours browsing this daily photo stream. Result is around ten new images posted online daily. Photoblog will be updated for one month. But this is not the end. All photos published online will be also published in a book. No not an e-book but an real dead-tree book!

Site is part of spring campaign for Kristiine Keskus

UPDATE 20070409:
There are also two similar projects online. Femme tänavamood and Just Glitter Lust

Eturundus! 8 - This Time at KUMU

05 January 2007

!/~tuupola/oldimages/16.gif (Eturundus!)! It is soon time for the next Eturundus! event.

Next Eturundus! 8 event organized by Altex Marketing will be held on tuesday 16th january. Event starts at 14:00 and should end around 17:30. This time the venue will be KUMU auditorium.

Speakers will include:

• Mihkel Lauk, HP
• Marit Kroon, Coca-Cola
• Erki Peinar, ADM Interactive
• Robin Gurney, Altex Marketing

See you all there!

Related entries:
Eturundus! 6 – The Big Picture, Eturundus! 4 by Altex Marketing, Notes from Eturundus! 3 – Rok Hrastnik

HP Slimming Camera

20 September 2006

!/~tuupola/oldimages/37t.jpg (HP Slimming Camera)!:/~tuupola/oldimages/37.jpg Americans have a new weapon for their war against obesity. Ignorance

People at marketing department of HP USA have had some creative thinking. What is the largest unifying attribute among US inhabitants? This attribute overcomes even racial borders. Obesity! So lets make a product for targetgroup of overweight people. Eureka! Digital camera with inbuilt slimming effect. No need to Photoshop pictures anymore.

They say cameras add ten pounds, but HP digital cameras can help reverse that effect. The slimming feature, available on select HP digital camera models, is a subtle effect that can instantly trim off pounds from the subjects in your photos!

Via OhGizmo!

I am famous!

30 August 2006

!/~tuupola/oldimages/36.gif (RE:)! Well not quite. But there is an article about Finnish digimedia professionals working abroad. I was one of the interviewed.

RE: website is nostalgic for me. I coded the backend (PHP MySQL) many many years ago. Looking at the code now makes me want to rewrite it all…

Eturundus! 6 - The Big Picture

25 August 2006

!/~tuupola/oldimages/16.gif (Eturundus!)! It is again time for the next Eturundus! event.

Next Eturundus! 6 e-marketing event organized by Altex Marketing will be held on thursday 7th september. Event starts at 14:00 and should end around 17:00. This time the venue will be Kino Sõprus. Previous events have been really successfull. Thus the larger venue which can hold as much as 280 people.

Speakers will include:

• Ants Lusti, Leo Express
• Daniel Vaarik, Hill and Knowlton
• Epp-Kristiina Keerov, EMT
• Ave Peetri, ETV

Afterwards people will gather to Lounge 8 for food and drinks and general chat.

See you there!

Related entries: Eturundus! 4 by Altex Marketing, Notes from Eturundus! 3 – Rok Hrastnik

Eturundus! 4 by Altex Marketing

15 February 2006

!/~tuupola/oldimages/16.gif (Eturundus!)! Eturundus! 4 internetiturundus seminar will be held again on 27th of february. Location will be Reval Hotel Olümpia, Beta hall. I will be speaking there together with Peeter Marvet, Mihkel Vabrit and Altex’s own Robin Gurney.

Previous seminars have been really inspiring. I recommend them to everyone located in Estonia and working with online media.

Related entries: Notes From Eturundus! 3 – Rok Hrastnik

Notes From Eturundus! 3 - Rok Hrastnik

15 November 2005

!/~tuupola/oldimages/16.gif (Eturundus!)!:http://altex.ee/index.php?emarketing Rok Hrastnik of Studio Moderna recently held an presentation at Eturundus! 3. Eturundus! is an ongoing series of events organized by Altex Marketing. I recommend these events to all marketing professionals located in or near Tallinn.

Here are the interesting parts of my notes from Rok’s presentation. It does not include RSS marketing since Rok ran out of time.

Email marketing

The most powerfull method of email at the moment is transactional email marketing. Transactional means you have a dialogue with a client. Two simple examples to follow:

1. Client registers at your website.
2. You send a Thank you for registering email to the client. Within this email you promote interesting parts or products from your site. This mail will most likely have a very high click through rates.

1. Client purchases something from your website.
2. You send Thank you for purchasing email to the client. Within this email you cross-sell additional products. Think about Amazon.com’s Customers who shopped for xxx also shopped for feature.

50% of sales of an example sport / health related product was generated by the following transactional email dialogue

1. Client registers to a website which is a minisite designed to only sell this product.
2. Client receives a Thank you for registering email. This email includes an electronic discount coupon valid for 7 days.
3. If the client has not used her coupon in 6 days a Your coupon expires today email will be sent.
4. Client buys the product and is asked to join to Weekly health tips newsletter.
5. The newsletter cross-sells some additional products

Email can be a powerfull tool as long as it is targeted properly.

Cross-selling by callback

Cross-selling by calling the person back apparently works quite well in countries which are still relatively new to e-commerce (Slovenia, Poland, Romania etc). The record has been a sale of 21 additional items.

E-zine publishing

E-zines are not dead nor too old-school. They are still a powerfull medium.

Banner optimization

Banners are not dead yet. To optimize them these points need to be considered (Art Directors are not going to like the first one):

1. One color has to be black, yellow or red.
2. There has to be a pull factor (visual element to attract the eye).
3. There has to be a motivational factor (get fit before summer!).
4. Pull factor has to be related with the landing page. If you sell something link to a specifig product page or minisite. Not to a company mainpage.

In Slovenia a person makes a purchase after seeing the banner in average 16.9 times or 12.4 days after first seeing the banner.

New School Ad Budget

02 November 2005

While It’s the new school uncool is true for hip-hop music it does not apply to spending money on marketing budget. Kathy Sierra of Creating Passionate Users compares an old way and the new way of spending money in her article How to spend your marketing and ad budget.

While the whole article is worth reading, two of my favourites must be: Big ad campaign vs Stop outsourcing your tech support and Hire a word of mouth marketing firm vs Create something worth talking about.

Happi Magazine Release Party Notes

21 October 2005

!/~tuupola/oldimages/11t.gif (Happi Magazine issue 1 cover)! Last wednesday media agency Happi Mindshare released the first issue of their Happi Magazine. The release party was held at Korjaamo. Mikael Jiffer of Mindshare Performance raised some interesting points in his talk on sponshorship and media content.

People are consuming more and more different media but at the same time they are consuming less and less time with one particular media. Younger people tend to be engaged with several media at the same time. Traditional tv ads are also considered more annoying than they used to be before. Media is fragmented.

Joichi Ito Visiting Helsinki

10 October 2004

Joi Ito will be visiting Helsinki 14th of October. The event will be at Korjaamo which is almost next door to my apartment. I will definetily be there.

Aula klubi, discussions with shapers of contemporary lifestyle, continues with Joichi Ito on ‘The Future of the Music Business’ on 14 Oct 2004 at Korjaamo in Helsinki. The event will be held in English and is free and open to the public.

You are invited to an open discussion with Joichi Ito on Thursday 14.10. at 17.30 at Korjaamo, Töölönkatu 51 b in Helsinki. Joichi “Joi” Ito will speak on “The Future of the Music Business” followed by a discussion with the audience. The event will be held in English and is free and open to the public.

The event is organized by Aula (http://www.aula.cc). Aula is an open network that promotes the exchange of ideas across boundaries.

New N-Gage Campaign

05 October 2004

Nokia has launced an N-Gage guerilla campaign. Two amateur webpages by KalleVee and TumppiKoo claim they have found a cd-rom from train which was labeled UNFINISHED MATERIAL. FOR INTERNAL USE ONLY. The cd-rom contained seven Nokia N-Gage adverts. The two boys decided to “put them into internet” even though their father said they should not.

Habbo Hotel USA

22 August 2004

Habbo Hotel USA has been opened.
It is amazing how far this thing has evolved from the original Mobiles Disco
online chat created as a marketing gimmick for a Finnish Hip Hop band
called
Mobiles. The
estimated turnover this year for Sulake
(the company behind Habbo Hotel) is 15 million euros. Great work in every
way.

Knowing the US legal system we should start making bets how long will it take before the first lawsuit because a software glitch causes the obscenity filter to fail and someones kid sees the letters sh1t or fcuk on the screen. Poor kids future is ruined and the father is so shocked he can’t get it up anymore. Luckily the family is willing to settle the suit with just moderate 17 million dollars!

The Grand One 2004 - The Finnish New Media Oscars

18 March 2004

The Grand One 2004 gala is
tonight. We have nine entries nominated
in the finals.
With that amount of nominations I would be surprised if do not get
any trophies to
bring back to the office. Last year (when the awards where still
called The Big One) my personal loot was three Bronze pixels from
categories: Best Infodesign, Best Campaign and Best
Self Promotion. I would be disappointed if this year my favourite
project – Tour de France
campaign made for Polar Electro -
does not win anything.