Kodak – “keep me, protect me, share me, and I will live forever.”

KodakkeepmeBrilliant advertising by Kodak.  Great Creative.  Crappy Search Engine Optimization.  That’s why you are reading this post.  One more reason you should not confuse the work with the work product.

Let’s start with the awesome Kodak advertising creative.  Stay with me, I’ll explain why it is awesome… So I just saw a Kodak commercial that was brand-worthy, and what I recall from one viewing (no tivo yet, sorry) is:

the pictures are saying "keep me, protect me, share me, and I will live forever."

Kodak

Brilliant brand strategy.  That is worth repeating "keep me, protect me, share me, and I will live Kodakhomepage forever".  That is the brilliant branding part.  They are NOT talking about how Kodak is different – we wouldn’t buy it anyway.  Kodak was in denial for how long?  Now they are over it, and thank heaven they are promoting the category as opposed to a particular product.  That is branding.  I am hooked.  I want someone to think about pictures of my family in that context.  "keep me – protect me – share me – and I will live forever" – just awesome stuff.

To harp on the divergence concept (I always do that with the current book I am reading, sorry) they are focused on accepting the new branch of the tree and growing.  Now, if the ad agency (who is it?  will we know before next year’s Addys?) would please PLEASE post the text of the advertisement on the Kodak.com web site so your google search query would go there instead of here….. 

To my comment about not confusing your work with your work product, what I am referring to is the desire of creatives to write ABOUT their ads in the same tone as the advertisement itself.  This is stupid.  To describe great advertising creative with the same funny text AS the creative, which always excludes the keywords, is stupid.  The kodak advertisement I am describing never mentions digital camera.  Great creative.  Crappy Search Engine Optimization.  That is a problem if you are trying to sell cameras online.  Yes keep the creative, but also post it to your site with a realistic description in freakin’ English that lists the product and brand names.

Free tip – run this keyword density analyzer on your advertising copy.  It will help.

B2B Marketing Trends running my article on SEO and qualified marketing leads

*self plug warning* – B2B Marketing Trends is running an article from our team:

How Much Is a Qualified, Interested Lead Worth to You?
Ed Schipul

Many organizations grow frustrated that their Web site never seems to be included among the top listings on Google or Yahoo. To help organizations move up the search engine listings, an entire industry has emerged, full of specialists who stay on top of changes made to the arcane inner workings of search engine algorithms. However, this takes time, and they may be tempted to use some of the trickery that is tainting the search engine marketing field.

    One alternative that can immediately show results is search engine advertising. (more)