Radio Can Expand Client Base By Thinking Media Mix
Labels: Ad dollars, Advertising, Media Mix, Radio, Radio Ink, Selling
In it, David Gifford writes on why advertisers must still use radio as part of the overall media advertising mix for ad buys.
He also explains why salespeople should know how to sell a mix of media. It's the way successful salespeople are making money these days...not just by only selling your own radio station or cluster. As Radio Ink states, if you are involved with radio sales, this is an article you are going to want to make copies of and pass out to your salespeople for your next sales meeting.
The good news: radio is not dead...if you adapt (eg. innovate) the content and the value of the selling message.
Among the highlights:Media Mix translates to adding more and different ad media. Adding more ad media increases reach. Increasing reach increases advertising's cost. And overspending on reach media at the expense of driving commercial messages home re-peat-ed-ly represents the biggest mistake in advertising today.
For the full article, click here.
Witness: Whereas Procter & Gamble can afford reach, effective reach, and frequency, even with its $8 billion global ad budget, P&G can not afford "effective frequency” without radio. Inasmuch as radio is advertising's primary frequency medium, Media Mix campaigns need radio!
With advertisers becoming increasingly aware of the importance of Media Mix in all size markets, radio's obvious imperative is to get included in as many Media Mix campaigns as possible. Growth money!...
A proactive, radio-driven Media Mix campaign might include a spot radio schedule, promotions, and/or big event sponsorships, texting and Twitter, website tie-ins linked to prospects' websites, direct mail to your listener database, point-of-purchase merchandising, and partnering with outdoor to help advertisers reach those active Lifestyle consumers when they’re out shopping.
HOW TO SELL MEDIA MIX
1. Target the largest non-radio national/regional/local advertisers who can afford Media Mix.
2. Ask direct non-radio advertisers and media planners if they're open to learning about a new breakthrough approach for media planning.
3. Teach the concept of Media Mix advertising (see below to qualify which ad media apply).
4. Sell ideas and solutions to make that happen.
posted by Unknown @ Monday, March 07, 2011,
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Get Approval First: A Few Good Creative Men
New media challenges the power and effectiveness of traditional advertising. One thing remains true when deciding which brand building platform to use: make sure you get your approvals first before you "court" public opinion and spend those ad dollars. Labels: A Few Good Men, Ad dollars, Advertising, Creative, Jack, Marketing, parody, Spoof, Tom Cruise, Viral Video
posted by Unknown @ Saturday, October 13, 2007,
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Media Buyers: Why 40-59 Year Olds Still Should Matter
Labels: 40-59, Advertising, Baby Boomers, Echo Boomers, Empty nesters, Influencers, Jointblog, Marketing, Media, Media Buyers, Media Trend Watching
Quick: which demographic has collective disposable income estimated at about $2 trillion a year...and yet are considered secondary targets by marketers and media buyers?
If you are a Baby Boomer, you're used to being the center of marketing attention. You expect it, since it's been that way most of your life. Today, though, you might be feeling a bit jilted. You...and more than 86 million "mature" consumers. Since the turn of the millennium, media buyers have shifted their advertising dollars more and more to younger consumers...especially to today's teens and other Echo Boomers.
Of course, the marketing game has long been a youth game. And 18-49 clearly is important. The "big generation" Boomers made sure of it.
Still, Baby Boomers represent more than 25% of the today's population in both the U.S. and Canada (down from 40% in 1967). Traditional media buying beliefs states the strongest marketing ROI comes from younger consumers still-moldable for brand building opportunities. It is believed older, smarter, wiser Boomer consumers are less susceptible to marketing messages.
Nonsense.
Do you really think Boomers are ready to retire and become irrelevant?
Baby Boomers have money, they aren't afraid to spend it and their minds aren't locked on life-long brands. They want content and marketing geared for them. And they can be influenced, too.
Here's why:
More than three-quarters of advertising buys for all media today targets consumers younger than 49. The only major media buys that are "boomer friendly" are newspapers and magazines (to a lesser extent).
TV, radio, the Internet, billboards, etc...they all seem to consider Boomers less "valuable" than 18-49s, teens or younger...even though Boomers remain heavy users of all media.
This means there is over-saturation of "young" media messages (especially on TV, the Internet and even radio). Since Boomers are getting targeted less, they also have fewer marketing messages "in their zone".
What do they see or hear?
Ads on retirement, pension plans, vacations, Big Pharma and Depends.
Come on now!
These are Boomers. They only started turning 60 this year. And they strongly want to hold onto whatever youth they still have. They mostly still need to earn a living and probably will keep working at least another 7-10 years. They are healthier and wealthier than any generation previously in this age demo.
And, surprise, the "aging" baby boom generation still LOVE media -- including new media and the latest gadgets, embracing the Internet, high-speed and everything related to it.
A new national study by BoomerEyes found:• Nearly 40% of those with kids said they’re now “Empty Nesters”;
Echos reverberate. Could Baby Boomers attract back marketing attention as Reverse Echo Boomers? This new advertising "generational gap" represents a massive opportunity. What are you doing to tap into it?
• In addition to having the time to do what they want and when, the Empty Nesters also report financial freedom. On average, they said they have $315 more per month to spend;
• Some 71% of 50-64 year olds and 84% of 30-49 year olds report high Internet usage. Even among those 65 and over, regular Net usage is reported by 32%;
• Boomers who took the online survey say they most often shop online for travel (58%), books (57%), clothes (57%) and electronics (50%).
posted by Unknown @ Saturday, May 12, 2007,
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Interstitials: TV Commercials To Watch Commercials
Labels: Ads, Advertising, Fox, interstitials, Media Trend Watching, Networks, Nielsen Media, Oleg, Promos, Quirky, TV commercials
"What was that?"
In the last week or so, you probably have noticed a strange TV commercial while watching a favorite TV show on Fox. My teenage daughter and I both turned to each other after seeing it for the first time during American Idol...and, yes, we did say to each other: "What was that?"
Turns out it's a new TV ad campaign to help make commerical breaks more "sticky", by making them more interesting and less prone to channel-flipping. Fox is weaving in a fresh update of an old radio and TV programming idea: interstitials.
The other networks are planning their own interstitial campaigns, too.
Essentially, these interstitial promo ads sell nothing. But they make you stick around a little longer through the commerical break to encourage you to watch the commericials instead of just tune out, fast-forward the TiVo or walk out of the room.
As the Guiness gents might say in their ads, "Brilliant!"
For the Fox promo interstitials, these various offbeat, 8-second clips feature an animated cabbie named Oleg who talks to you while looking at you through his rearview mirror.
Makes you think "You talkin' to me? Are you talkin' to me?" (think DeNiro...or is that Tom Cruise?).
With Nielsen ready to roll out its new TV ratings for each show's commercials about to figure in ad sales negotiations beginning at the end of May, this is a tried-and-true great idea to increase ad watching.
What took so long?
Way back when we were still partying in 1999, this study confirmed the effectiveness of interstitial advertising.
TV typically loses an average of 7% of viewers as soon as a commercial break starts, according to media buying agency Magna Global.
Radio has been doing interstitials for decades. It's what helps radio stations create their special "X factor" of personality and sense of specialness. In radio, it's needed "ear candy".
And the Internet has been doing interstitials for the last couple of years in order to move beyond annoying banner ads or poor pop up windows which get blocked.
If this is a new TV media trend, we will be watching them. But will TV get it right...or will it quickly turn into added clutter?
posted by Unknown @ Sunday, April 15, 2007,
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Media Trend Watching: Annoying Banner Ads
Labels: 2006, Ad dollars, Advertising, Annoying, banner ads, IAB, Internet, Media Trend Watching, New Media, PwC, Revenue, Snark
More ad dollars keep going to the Internet.
Last month, the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) announced that Internet advertising revenues for 2006 were estimated to be $16.8 billion, a 34% increase over the previous revenue record of $12.5 billion in 2005.
Globally, 2006's Q4 totaled just under $4.8 billion -- the highest quarter ever reported.
Nine short years ago, total spent Internet advertising in the 4th quarter (1997) was just $424 million...more than an eleven-fold increase.
These ad dollars are being spent on search marketing, paid search links, streaming video ads, contextual GoogleAds, email campaigns and many other forms. Among all choices, the most popular -- and often most annoying -- are banner ads. Sure, they deliver "eyeballs"...but many of them are just plain bad. That can't be great for ROI and certainly not for brand building strategies.
American may love streaming video...but the only people who like the banners ads next to the video probably are advertisers.
I found an article for "The Top 5 Most Annoying Banner Ads on the Internet". No doubt you've seen these banner ads while visiting your favorite sites. They're everywhere. While it may be difficult to ever narrow it down to only a Top 5 Most Annoying (given there are so many available), the logic is sound (although there's no scientific basis for their list).
Here's the selections from Cracked.com (thanks, Cracked!):
The Jointblog avoids banner ads (except to get snarky with them). Which banner ads annoy you? And which ones do you think work?
5) TBS Very Funny Ads. This is everything that's wrong with the modern media in one convenient image, for the busy modern person who needs to lose faith in humanity 'on the go'. A website dedicated to the commercials which prevent you from watching the programs on television....Worse, they're targeting the most annoying demographic on the planet: the "I only watch it for the ads" vacuum-headed smirkers.
4) Win a Free Thing. Banner ads used to promise instant free prizes, but even the dumbest internet surfer eventually realized that just maybe there weren't magical love-powered companies dedicated to giving free electronics to everyone on the planet...One thing all these ads have in common is legalese fine print which, like mobile-phone cancer and minesweepers wrist, is a disease of modern society.
3) Surveys. It's looking for people to complete marketing surveys, but only gets the kind who click on banner ads. The sort who can be distracted from what they're doing by the chance to fill out a form! People who need time and a roughwork sheet to answer the question "Is this object shiny?"
2) Emoticons. In the beginning, there were text smileys. And it was good. People who could spell transmitted thoughts around the globe, finding uses for neglected keys to generally acting like smart people. But with the advance of technology the ability to "use a computer" or "think with mouth closed" are no longer required to get online and banner ads are ever ready to harvest the new subliterate hordes.
And topping the list (drum roll, please...)
1) Juggling Animation (scaled down in size to minimize the annoyance). The makers of these eye-wrenching monstrosities have fixated on "Get their attention," forgetting that it's part of the larger sentence, "Get their attention so they want to buy our product/service, and ideally aren't motivated to track us down, cement our legs into the pavement, and slowly tear our heads off with a length of chain and a monster truck."
Update at 6pm: The Fark forum board is posting many comments about more bad banner ads, such as this comment:There are worse banner adds (sic) than those. The mortgage dancing people, animals, anything with that freaking mortgage company. Anything that flashes so that I have a seizure while I am trying to do something. Then there is this annoying windows one I ran into yesterday. I thought it was because of windows but it only happened on this one website..and it was about weight loss...IT DROVE ME NUTS. So yeah anything that resembles any kind of error window.
Tell us more...what other bad banners do you despise?
posted by Unknown @ Friday, April 06, 2007,
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Findability: $10 Billion Spent on Search Marketing in 2006
Labels: Advertising, brand building, Findability, Getting Found, Google, Internet, Media Trend Watching, ROI, search, Search Marketing, Yahoo
Natural organic search is the most essential way to get found on the Internet. Websites not listed on the first page of Google keyword search results always generate sub-optimal traffic. Get found on that first page...and your desired brand advocates will respond.
Of course, getting to #1 is most desirable.
More and more, the corporate world seems to be understanding the importance of search marketing. That's a good media trend to watch, as these investments are already beginning to deliver strong ROI results.
According to an annual survey conducted by the Search Engine Marketing Professional Organization (SEMPO) relased last month, advertisers in North America laid out close to 10 billion dollars on search engine marketing in 2006 -- a 62 percent spending increase versus 2005. SEMPO found that based on its survey of 587 search agencies and advertisers, the amount of $$$ spent on search marketing will double by 2011, reaching $18.6 billion.
These figures include both paid search advertising and spending on internal search engine optimization.
The report says Google dominates the search advertising business. Among the marketers and agencies surveyed, 96 percent of them report using Google AdWords to promote their brands.
Yahoo! also does well, with 86 percent usage among search marketing budgets...
Meanwhile, less-used (and therefore less-cluttered) MSN, which has long struggled in a distant third-place position in the search race, has made great strides among advertisers, with 68% of advertisers saying they used MSN for their search campaigns in 2006, up from just 29 percent in 2005.
Key area for growth in search marketing: Brand Building
Search advertising for brand advertisers is still a less-than-mature growth category. Despite claims that more and more brands are using the Internet for branding, just 21% of search advertisers actually track or measure the branding impact of search for their campaigns.
Long Tail thoughts here
Brand Building: The Seven Doors of Connection here (pdf)
posted by Unknown @ Monday, March 05, 2007,
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Lessons in Customer Brand Building
Labels: Advertising, Apple, brand building, Branding, Coca Cola, CRM, Customers, Truthy
In brand building, do you:
1) Teach with facts (without emotion, except perhaps subtle guilt or "do this now" commands)?
...or...
2) Promote with truthiness (with twisty wordplay of "wishful" results, even if unlikely)?
...or...
3) Create product/customer relationship opportunities (allowing the consumer to attach their own aspirations and value)?
Successful brand building is more than just associating a product with a brand message. Successful brand building results occur when a customer associates a product with a brand message...and agrees that union has continued value and meaning to that customer.
iTunes, the iPod and "Hello I'm a Mac" MacBoy all are extensions of Apple's "Think Different" brand building proposition led by Steve Jobs...attracting loyal fans who love the product and love being associated with the product.
Coca Cola has been "The Real Thing" for 80 years, even while they tried to teach the world to sing.
What is your primary brand message doing for your customers: teaching, being truthy or creating relationships?
Have you media trend watched today?
posted by Unknown @ Saturday, March 03, 2007,
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