Mika Tuupola

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

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!

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

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

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!

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…

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 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

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.

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.