Lessons from Germany's traffic lights

Flow of traffic lights

Flow of traffic lights

Set gear…it’s green soon!

 

A while ago I drove through Germany by car. Apart from the zones on the express way where there’s no speed limit, I was pleased with the way traffic lights work in Germany.

How do they work?
When the light is red it first jumps shortly to orange before it turns green. The traffic lights in my country do not do that. They only use orange in between green and red. Not in between red and green. I believe however, using orange in the “start-flow” of city traffic brings along certain advantages.

Advantage 1: traffic flow optimized

When it’s red and the cars are waiting, it often occurs that it takes over 5 seconds for the traffic to move again (after the lights have jumped to green). When you put orange in between , drivers know: “set to first gear, you can drive soon”. This improves the traffic flow because people are not longer hesitating on “red” but instead on “orange”. This could result in drivers being less frustrated by traffic. In the end: happier people in a non-aggressive city environment?

Advantage 2: save your car’s gearbox

Another advantage of this traffic light system is that you don’t screw your gearbox that easily. Hasty people are often in 1st gear while waiting and thus have to push down their left feed pedal continuously. Not that good actually for technology inside the car.

Advantage 3: improves ecology and economy of driving?

I’m not completely sure about that but using the “neutral” gear more effectively improves in a more economic and ecologic way of driving?

Celebrity power as a Marketing Tool

Who will open the new mall?

The above sentence is something that I note everywhere: outdoor posters, local newspaper ads, flyers, etc. My immediate reaction: “Who cares? Isn’t celebrity power a thing of the past?”

Celebrity power as an advertising strategy

Celebrity power has always been an advertising strategy, mostly known as the “celebrity endorsements phenomenon”. The logic is sort of the following: The coercive power of a celebrity results in all people wanting and buying that good.

Everyone a celeb?

In today’s world, everyone is a celebrity – or at least they have the ability to become one using their own power. Just look at reality TV-shows such as “Idols”, “Master cook” , “Big Brother” , “Expedition Robinson” , etc.

Everyone a celebrity within a specific ‘market’?

In today’s digital network society people are all celebrities within a certain “market”. Maybe this will prove to be the genuine coercive power of advertising instead of global stars? We’ll see…

A powerful example of celebrity marketing?

Despite the above, I found an ad where I believe the celebrity is used effectively: an ad for “Hanes” panty starring Jennifer Love Hewitt. This ad uses the celebrity in a good way because of the powerful copy (baseline: “look who we’ve got our hanes on now”). What’s more: it uses the “sexiness” of the celebrity. Nice :-)

Jennifer Love Hewitt as "celebrity endorsement"

Jennifer Love Hewitt as "celebrity endorsement"

Cycling: a unique marketing opportunity?

New cycling season : new brands

I agree, I do like cycling. Not just doing it myself but as a passive sportsman: watching it on the television. It’s also exciting however from a sponsorship side of view. Every year when the new season starts, I meet new brands. I rarely learn what the brands stand for actually. This year’s list of new teams (read: new sponsors):

  • FOOTON-SERVETTO
  • SKY PROFESSIONAL CYCLING TEAM
  • TEAM HTC – COLUMBIA
  • TEAM RADIOSHACK

New brands on top of my mind … but !

The above brands will be top of mind if you ask me “name a brand”. Nevertheless, I will never know what these brands are about (unless I browse them or meet them by accident). This was a starting point for a quick reflection on marketing opportunities in sport sponsorship, in particularly cycling.

Marketing strategy on cycling sponsorship?

I doubt the effectiveness of sponsoring a cycling team. I mean, it costs a lot of money and I doubt whether it’s earned back. Nevertheless: brand owners, keep sponsoring cycling teams! I love the sport and you have a broader task then just selling your products!

Better ways to involve marketing-wise in cycling races?

Another thing I noticed is the ability to get free “advertising space” during cycling races. Tomorrow there is a finish of a “Classic Flemish Cycling Race” not far from where I live. The streets are flanked with a lot of trucks – all hoping to receive a glimpse of the television camera. I believe this will prove to be a more effective way to involve in cycling compared to the sponsorship of UCI Pro Cycling Team. Reasons: local marketing opportunities, free, …