I am re-reading a couple favorite marketing books during my last-of-2007-vacation-time, and came across a great analogy in John Moore's Tribal Knowledge: Business Wisdom Brewed From the Grounds of Starbucks Corporate Culture.
It's from "Tribal Truth #8" wherein John draws a comparison to marketing strategies being more commonly akin to an on/off switch versus a volume control knob. The analogy seemed especially appropriate for Radio advertising campaigns, and blends perfectly with a well-planned Web component.
When a client considers an advertising campaign, it's either an active schedule that is on the air or off the air. The duration and frequency is dictated by budget restrictions, and the common goal is to turn "on" the marketing campaign and bombard the audience for as long as their ad dollars hold out, and then turn "off" the marketing and hope the message momentum will carry forward long enough to bring about future customer purchases.
Starbucks' strategy was to look upon marketing as a constant flow that could be dialed up or down depending on the need to influence their audience. There were radio and print ads, but usually it was in-store marketing, word-of-mouth, etc. The mainstream media was only used to dial-up the knob and increase the marketing "volume" to allow more people to hear their message.
Consider this in regard to Radio+Web marketing strategy:
The addition of a Web component can help an advertiser's ad dollars go farther. The comparatively lower investment allows the client to maintain a constant level of 'marketing volume' and then turn the control knob to "11" by adding Radio components during times of greater need.
Actually, a steady marketing 'volume' maintained Online will allow the increased volume of additional Radio to work more effectively -- their Web efforts pay-off by building brand awareness so that the Radio message doesn't need to work quite so hard to break through the clutter. The Advertiser will have already been introduced to (and built a relationship with) our Listeners. You may want to reference a blog entry from July of 2007 in which I shared a study that showed Web+Radio demonstrated a 27% ability to recall vs. a 6% recall for using Web-only ads.
Maintaining a constant Web presence and increasing the message 'volume' with Radio as-needed is a great way to help a client's ad dollars work more effectively on their behalf. Try using this Volume Control vs. On/Off Switch comparison the next time you're speaking with a client. It's a great way to tell a compelling story about a 'sound' (...had to slip in a pun!) marketing strategy.
To learn more about John Moore's book (and read all the Tribal Truths) visit: http://tribalknowledge.biz/
NOTE: In case you were wondering, the headline is a reference from the movie "This is Spinal Tap" (for all you heathens.)
Thursday, December 27, 2007
Wednesday, December 19, 2007
CBS Radio Eyes Web Revenue Growth
Good article on CBS Radio and their emerging web strategy.
From the article...
Two months ago, when wildfires scorched hundreds of square miles in Southern California, forcing the evacuation of a half-million people, listenership spiked on KNX Radio, the CBS-owned outlet in Los Angeles. But the uptick wasn't for the station's on-air signal; listeners had instead tuned into the station on the Internet.
The average daily listenership for the newscasts on the KNX audio stream soared tenfold over the weeklong period that the fire dominated the headlines.
The online listenership spike experienced by KNX during the fires, and the real-time metrics available to quantify such digital audiences, reinforce the radio industry's need to expand its Web content. All 140 CBS Radio stations (in addition to 10 Internet-only outlets) are now streamed online to tap into today's fast-growing digital ad platform. And plans call for the development of much more Web content.
"Our digital revenue is growing significantly every year," said Mason. Those dollars are also helping radio counter a drain on the broadcast side, where spending has been flat at just over $21 billion (according to the Radio Advertising Bureau) for the last three years, as advertisers have sought better measured and more accountable media. Over-the-air radio ratings routinely have a three-month lag time, much to the dismay of clients and ad buyers.
Mason declined to say how much the digital revenues contributed to the division's coffers, but a media analyst at BMO Capital Markets estimates that 3 to 5 percent of the industry's revenue, (or roughly $640 million to $1 billion) are generated by online ad sales. Westerfield says the radio industry will continue to develop its online presence.
"The growth in media use is clearly growing on the Internet, and growth of advertising dollars is also migrating to the Web, so it makes sense for the radio companies to develop attractive commercial audio entertainment brands on the Internet."
Click here to read the entire article.
From the article...
Two months ago, when wildfires scorched hundreds of square miles in Southern California, forcing the evacuation of a half-million people, listenership spiked on KNX Radio, the CBS-owned outlet in Los Angeles. But the uptick wasn't for the station's on-air signal; listeners had instead tuned into the station on the Internet.
The average daily listenership for the newscasts on the KNX audio stream soared tenfold over the weeklong period that the fire dominated the headlines.
The online listenership spike experienced by KNX during the fires, and the real-time metrics available to quantify such digital audiences, reinforce the radio industry's need to expand its Web content. All 140 CBS Radio stations (in addition to 10 Internet-only outlets) are now streamed online to tap into today's fast-growing digital ad platform. And plans call for the development of much more Web content.
"Our digital revenue is growing significantly every year," said Mason. Those dollars are also helping radio counter a drain on the broadcast side, where spending has been flat at just over $21 billion (according to the Radio Advertising Bureau) for the last three years, as advertisers have sought better measured and more accountable media. Over-the-air radio ratings routinely have a three-month lag time, much to the dismay of clients and ad buyers.
Mason declined to say how much the digital revenues contributed to the division's coffers, but a media analyst at BMO Capital Markets estimates that 3 to 5 percent of the industry's revenue, (or roughly $640 million to $1 billion) are generated by online ad sales. Westerfield says the radio industry will continue to develop its online presence.
"The growth in media use is clearly growing on the Internet, and growth of advertising dollars is also migrating to the Web, so it makes sense for the radio companies to develop attractive commercial audio entertainment brands on the Internet."
Click here to read the entire article.
Monday, December 10, 2007
Best Way to Reach Business Decision Makers
The Internet is the best way for advertisers to market to business decision-makers, according to a poll. A survey of nearly 1,000 people by Minnesota Opinion Research found 60% agreeing the Web was persuasive. Fifty percent said it influenced them to make a purchase.
"Business decision-makers have told us that the Web is the best place to reach them," said Chris Schroeder, CEO of Washington Post/Newsweek Interactive. "Most importantly, they've made it clear that what they're seeing on the Web is leading directly to purchases."
"Business decision-makers have told us that the Web is the best place to reach them," said Chris Schroeder, CEO of Washington Post/Newsweek Interactive. "Most importantly, they've made it clear that what they're seeing on the Web is leading directly to purchases."
Wednesday, December 05, 2007
Online Advertising To Top Radio In ‘08 & Magazines By 2010
Worldwide internet ad spending will jump to $44.6 billion in 2008, from about $36 billion, increasing its share of the market to 9.4% from 8.1%, according to ZenithOptimedia.
“We predict internet advertising to pass three milestones over the next three years,” according to ZenithOptimedia’s forecast, released December 3rd. “We expect it to overtake radio advertising in 2008; to attain a double-digit share of global advertising in 2009; and to overtake magazine advertising in 2010, with 11.5% of total ad spend.”
Advertising Now International
In addition to noting the growing importance of new media, ZenithOptimedia also notes a trends toward international ad spends.
“North America used to be half of advertising expenditures,” said Tim Jones, CEO of ZenithOptimedia Americas. “We’re seeing its share drop a full point every year at this point. That’s being made up for everywhere east of Eastern Europe. Look at the multinationals and where their investments are focused: the Russias, Chinas and Indias of the world. That’s true of our business and media vendor companies as well.”
Between now and 2010, according to the forecast, the 10 fastest-growing ad markets will be Kazakhstan in the pole position followed by Belarus, Serbia, Egypt, Russia, Moldova, Indonesia, the United Arab Emirates, Ukraine and what the agency refers to as “Pan Arab.”
“We predict internet advertising to pass three milestones over the next three years,” according to ZenithOptimedia’s forecast, released December 3rd. “We expect it to overtake radio advertising in 2008; to attain a double-digit share of global advertising in 2009; and to overtake magazine advertising in 2010, with 11.5% of total ad spend.”
Advertising Now International
In addition to noting the growing importance of new media, ZenithOptimedia also notes a trends toward international ad spends.
“North America used to be half of advertising expenditures,” said Tim Jones, CEO of ZenithOptimedia Americas. “We’re seeing its share drop a full point every year at this point. That’s being made up for everywhere east of Eastern Europe. Look at the multinationals and where their investments are focused: the Russias, Chinas and Indias of the world. That’s true of our business and media vendor companies as well.”
Between now and 2010, according to the forecast, the 10 fastest-growing ad markets will be Kazakhstan in the pole position followed by Belarus, Serbia, Egypt, Russia, Moldova, Indonesia, the United Arab Emirates, Ukraine and what the agency refers to as “Pan Arab.”
Wednesday, November 28, 2007
Best Present This Season? GIFT CARDS.
Here are some VBRs for use in pitching advertisers to promote the sale of Gift Cards this season...
According to the American Pulse™ Survey of 4,069 respondents, 52.1% say they would rather receive a gift card or cash. One reason for this preference may be that consumers do not like gifts that were chosen for them (45.4% of those who received clothing as a gift in the past didn’t like or didn’t wear it). Another possible reason is that 46.3% of those who participate in gift giving/receiving during the holidays say they hate to return gifts because it is a hassle.
Other key findings regarding the Holiday season (of those who participate in gift giving/receiving during the Holidays):
82.4% say gift cards are a smart gift alternative for people they don’t know well
10.5% have “re-gifted” gift cards received
22.5% have “re-gifted” gifts received
22.7% like to exchange gifts for things they would rather have
13.5% have received gift cards that they’ve never redeemed
16.1% have received gift cards that they’ve only partially redeemed
53% of gift card users often or always spend more than the original card value, and most likely redeem their cards over two visits
Read more findings here.
PS: MixMarketplace is another great way to promote gift card sales while requiring no cash outlay from the client.
According to the American Pulse™ Survey of 4,069 respondents, 52.1% say they would rather receive a gift card or cash. One reason for this preference may be that consumers do not like gifts that were chosen for them (45.4% of those who received clothing as a gift in the past didn’t like or didn’t wear it). Another possible reason is that 46.3% of those who participate in gift giving/receiving during the holidays say they hate to return gifts because it is a hassle.
Other key findings regarding the Holiday season (of those who participate in gift giving/receiving during the Holidays):
82.4% say gift cards are a smart gift alternative for people they don’t know well
10.5% have “re-gifted” gift cards received
22.5% have “re-gifted” gifts received
22.7% like to exchange gifts for things they would rather have
13.5% have received gift cards that they’ve never redeemed
16.1% have received gift cards that they’ve only partially redeemed
53% of gift card users often or always spend more than the original card value, and most likely redeem their cards over two visits
Read more findings here.
PS: MixMarketplace is another great way to promote gift card sales while requiring no cash outlay from the client.
Thursday, November 08, 2007
The Biggest Retailer's Biggest Marketing Tool
Arguably the nation's biggest retailer (perhaps the world's biggest retailer) is Wal-Mart, but what does this industry giant consider it's biggest marketing tool? Their website.
Walmart.comhas become the physical store's marketing megaphone. The retailer plans to tap the web site to announce several online and in-store promotions that will run from Thanksgiving Day through the following week.
Wal-Mart expects 800 million visits to its web site, but Wal-Mart execs are smart enough to understand that not all consumers coming to the site will make purchases, especially around the holidays. Many will go online to research potential buys. In fact, Walmart.com CEO Raul Vazquez estimates many of the 10 million people who visit Walmart.com on Thanksgiving Day will end up in the store on Friday.
Tapping into their online audience, WalMart.com will start running about 100 special sales, rather than the 50 items featured last year. The site will reveal new "secret sale" items daily. But, before the secret items become available online, consumers who opt-in by texting the keyword "save" to 96278 (WMart) will receive a text alert when WalMart.com reveals the product information on the site.
With so many businesses chasing after Wal-Mart's successes, a strong internet strategy can be the great equalizer. There's nothing in Wal-Mart's game plan that can not be duplicated (or improved) by one of our own advertising clients.
Walmart.comhas become the physical store's marketing megaphone. The retailer plans to tap the web site to announce several online and in-store promotions that will run from Thanksgiving Day through the following week.
Wal-Mart expects 800 million visits to its web site, but Wal-Mart execs are smart enough to understand that not all consumers coming to the site will make purchases, especially around the holidays. Many will go online to research potential buys. In fact, Walmart.com CEO Raul Vazquez estimates many of the 10 million people who visit Walmart.com on Thanksgiving Day will end up in the store on Friday.
Tapping into their online audience, WalMart.com will start running about 100 special sales, rather than the 50 items featured last year. The site will reveal new "secret sale" items daily. But, before the secret items become available online, consumers who opt-in by texting the keyword "save" to 96278 (WMart) will receive a text alert when WalMart.com reveals the product information on the site.
With so many businesses chasing after Wal-Mart's successes, a strong internet strategy can be the great equalizer. There's nothing in Wal-Mart's game plan that can not be duplicated (or improved) by one of our own advertising clients.
Monday, October 22, 2007
Selling The Way Businesswomen Buy
Deloitte & Touche associates are approaching women clients differently than men based on lessons learned from observing women's shopping behavior. Their theory says that just as women consumers shop differently than men, businesswomen shop for professional services differently than businessmen.
TrendSight Group (an Illinois consulting firm) interviewed senior women execs and employees, finding the same discovery process women use when doing personal shopping also applies to purchasing business services. For instance, a woman might go to a store to buy a black pair of pants but then buy something else or change her mind. By contrast, men just focus on the black pants.
Other suggestions from the study:
The WSJ also points out that the method could easily backfire. Some women may welcome the greater sensitivity behind the approach, but others may find it patronizing.
Meryle Mahrer Kaplan, a vice president at Catalyst (a research and advisory group on women in business,) said "It's a great idea to pay attention to women as a people of influence, but if stereotypes seep in there, that's not helpful."
TrendSight Group (an Illinois consulting firm) interviewed senior women execs and employees, finding the same discovery process women use when doing personal shopping also applies to purchasing business services. For instance, a woman might go to a store to buy a black pair of pants but then buy something else or change her mind. By contrast, men just focus on the black pants.
Other suggestions from the study:
- Don't get frustrated if spaces change
Female clients may reevaluate or modify their initial requests because women discover as they shop. On the up-side -- women may be more likely to buy additional services and features they discover - Share some personal details to build trust
Women clients want to know and trust their consultants personally as well as professionally - Business Lunches vs. Dinners
Women often prefer business lunches to dinners because they tend to have more responsibilities at home. They'll be more receptive to evening events if given time to make arrangements - Nodding doesn't equal understanding
In terms of body language, men tend to stare as they listen and nod to signify they understand. Women may nod when they don't yet understand, simply to encourage the speaker to continue talking - Face to face
While consultants often purposely sit beside a male client as their "right hand man," women are more comfortable seated face to face
The WSJ also points out that the method could easily backfire. Some women may welcome the greater sensitivity behind the approach, but others may find it patronizing.
Meryle Mahrer Kaplan, a vice president at Catalyst (a research and advisory group on women in business,) said "It's a great idea to pay attention to women as a people of influence, but if stereotypes seep in there, that's not helpful."
Wednesday, October 03, 2007
Why the old way of advertising doesn't work
An Adweek survey released this week serves as a wake-up call from the audience on the other end of your advertising.
The worst of it...
The best of it...
The worst of it...
- 84% agree (strongly/somewhat) "Too many things are over-hyped now."
- 72% agree "I get tired of people trying to grab my attention and sell me stuff."
- 52% agree "There's too much advertising -- I would support stricter limits."
- 47% regard "Advertising as background noise."
- 61% do not see advertising as persuasive.
- Advertisers lost to Lawyers in the amount of respect felt their industry (14% vs. 19%)
- Advertisers are still ahead in the respect department (for the moment!) when compared to Politicians (10%) and Car Salesmen (5%).
The best of it...
- 82% indicate they had a positive engagement with media overall
- 41% consume "interactive" media
- 2/3 claimed that "advertising is an important part of the American culture."
Monday, October 01, 2007
Blogs Become Key Marketing Tool for Legal Eagles
This is excerpted from a recent story in the Philadelphia Business Journal:
Blogs as marketing tools are being taken seriously by the legal, medical, banking, real estate, and other old-school professional categories. Podcasting is coming up fast as a new area of new media they can exploit.
Need a VBR for approaching this category?
You could start by citing the article above. Why not offer the opportunity to become the official source of legal advice on the radio station websites? Of medical knowledge? Financial advice? If they have an existing blog/podcast, we can repurpose the feed on a landing page within our own website. If they do not, we can assist them in producing the content.
While they may state they already have their own blog, nothing matches the power of the Radio as a way of telling the public about its availability, nor the built-in audience our websites can contribute in growing their audience. It's worked for Ask The Beauty Doctor and for Your Micro Minute. There are currently podcast pitches in the field for a "Green" report and a Money Minute.
Who will be next?
Lawyers are becoming quick learners in the blogosphere
Saul Ewing partner Robert Louis didn't know what a blog was three months ago. Now it is a key marketing tool for the 60-year-old trusts and estates lawyer.
"I talked to some of the younger people here and after they explained to me what a blog is, it struck me as a good way to get small bits of information to people without burdening them with a five-page memo," Louis said.
So in July, Louis started "Personal Wealth Law News," one of three blogs -- short for weblogs -- that can be accessed through the Saul Ewing Web site, and joined a rapidly growing number of lawyers using the blogosphere for marketing purposes.
Louis' blog updates readers on the latest trends in personal wealth law. A recent entry asks whether the estate of Leona Helmsley, the billionaire hotel owner who died last month, would have to pay federal estate tax for a $12 million trust to take care of her beloved dog (while her four grandchildren were guaranteed nothing). Louis offered a 150-word item asking whether the taxes would be paid from the residue of the Helmsley estate.
Blogs as marketing tools are being taken seriously by the legal, medical, banking, real estate, and other old-school professional categories. Podcasting is coming up fast as a new area of new media they can exploit.
Need a VBR for approaching this category?
You could start by citing the article above. Why not offer the opportunity to become the official source of legal advice on the radio station websites? Of medical knowledge? Financial advice? If they have an existing blog/podcast, we can repurpose the feed on a landing page within our own website. If they do not, we can assist them in producing the content.
While they may state they already have their own blog, nothing matches the power of the Radio as a way of telling the public about its availability, nor the built-in audience our websites can contribute in growing their audience. It's worked for Ask The Beauty Doctor and for Your Micro Minute. There are currently podcast pitches in the field for a "Green" report and a Money Minute.
Who will be next?
Wednesday, September 26, 2007
Online Gamers Spread WOM About Auto Purchases
The Mix website (and very soon to come on The Fan) has an online arcade of video games. Not only was this site feature developed to keep visitors on our site for longer periods of time, it was also designed to take advantage of the growing popularity of online gaming.
Recent research shows that online gamers are more likely to spread Word-Of-Mouth marketing about automotive purchases. If you needed a VBR for pitching a car dealer, auto parts store, tire store, muffler dealers, or oil change locations -- this could be ideal!
Online Gamers Spread WOM About Auto Purchases
Online gamers are active information seekers and influencers, according to a recent study from Ziff Davis and ConStat. The study found that on average, one third of all gamers have doled out vehicle purchase advice in the past six months, and 63% of gamers' car talk focused on which make or model to purchase.
Ziff Davis reported that gamers' conversations involved a wide range of touch points in the car-buying timeline, from where to search for a car to features and dealership recommendations. Thirty-four percent of gamers gave advice about which dealership to purchase a car from and 64% indicated that they prefer to buy car models that they or someone they know have owned and liked.
Add to that an early August study from Parks Associates, which reported that 34% of U.S. internet users play video games at least once per week while fewer (29%) U.S. internet users watch online videos and (19%) visit social networking sites weekly. With online gaming topping the usage charts and boasting chatty, influential users, it's a medium ripe with word of mouth potential.
NOTE:
In the last 30-days, the Mix Arcade has received over 4,100 pageviews with over 3,300 of them being unique visits. The three most popular games on the site are: Putt-Putt, Tetris, and Darts. The average time spent by a visitor on the Mix site in that time period was 1:02. The average time spent on the Arcade pages was 2:40. Please refer to the FEATURE PAGE : MIX ARCADE sales one-sheet in the Shared drive for details on Page Sponsorship.
Recent research shows that online gamers are more likely to spread Word-Of-Mouth marketing about automotive purchases. If you needed a VBR for pitching a car dealer, auto parts store, tire store, muffler dealers, or oil change locations -- this could be ideal!
Online Gamers Spread WOM About Auto Purchases
Online gamers are active information seekers and influencers, according to a recent study from Ziff Davis and ConStat. The study found that on average, one third of all gamers have doled out vehicle purchase advice in the past six months, and 63% of gamers' car talk focused on which make or model to purchase.
Ziff Davis reported that gamers' conversations involved a wide range of touch points in the car-buying timeline, from where to search for a car to features and dealership recommendations. Thirty-four percent of gamers gave advice about which dealership to purchase a car from and 64% indicated that they prefer to buy car models that they or someone they know have owned and liked.
Add to that an early August study from Parks Associates, which reported that 34% of U.S. internet users play video games at least once per week while fewer (29%) U.S. internet users watch online videos and (19%) visit social networking sites weekly. With online gaming topping the usage charts and boasting chatty, influential users, it's a medium ripe with word of mouth potential.
NOTE:
In the last 30-days, the Mix Arcade has received over 4,100 pageviews with over 3,300 of them being unique visits. The three most popular games on the site are: Putt-Putt, Tetris, and Darts. The average time spent by a visitor on the Mix site in that time period was 1:02. The average time spent on the Arcade pages was 2:40. Please refer to the FEATURE PAGE : MIX ARCADE sales one-sheet in the Shared drive for details on Page Sponsorship.
Tuesday, September 25, 2007
Promotional News/Sales Opportunities
Lots of news about new promotional pushes from advertisers. Should spark lots of ideas for VBRs and half-baked ideas to pitch!
Black Dog Ale
Partnering with humane shelters to publicize October as national Adopt-a-Dog Month by adding a splash page to its Web site that offers visitors information about the program and lets them find the addresses of participating human societies in 16 states. The brand, from Spanish Peaks Brewing Co., features the founder's black Lab "Chug" on its packaging and logo.
Boboli
New product push via In-Store Merchandise. George Weston Bakeries is launching a national merchandising program around a new Boboli product that includes recipes, coupons and healthy-living tips in-store.
The company is pushing Boboli 100% Whole Wheat personal size crusts with "Build-a-Better-For-You Pizza" in-store displays starting Oct. 1. Each will feature a child topping a Boboli crust. Recipe take-ones and healthy living tips will be part of the P-O-P offering.
Gillette Pushes Razor in Video Contest
Gillette is challenging college football fans to get their 'game face' on in a new promotion to push its Fusion Power razor.
The company has partnered with former Notre Dame quarterback Brady Quinn in a sweepstakes that encourages guys to create videos or photos that show their own game face. A grand prize package includes a trip to New York City to meet Quinn.
People can enter at www.gillettegameface.com where they will be directed to join the Gillette GameFace group on Facebook and to check out Brady Quinn's GameFace video with advice on how to create their own.
Gardenburger Hunts for 'Real Man'
Wholesome and Hearty Foods Co. has launched an online contest to find a 'real man' to promote its meatless products. People can nominate themselves or the man in their lives they believe defines the company's official "Real Man" title. The goal behind the campaign is to show that Gardenburgers, a 100% natural meatless product, aren't just for vegetarian or women, but for men, too.
Black Dog Ale
Partnering with humane shelters to publicize October as national Adopt-a-Dog Month by adding a splash page to its Web site that offers visitors information about the program and lets them find the addresses of participating human societies in 16 states. The brand, from Spanish Peaks Brewing Co., features the founder's black Lab "Chug" on its packaging and logo.
Boboli
New product push via In-Store Merchandise. George Weston Bakeries is launching a national merchandising program around a new Boboli product that includes recipes, coupons and healthy-living tips in-store.
The company is pushing Boboli 100% Whole Wheat personal size crusts with "Build-a-Better-For-You Pizza" in-store displays starting Oct. 1. Each will feature a child topping a Boboli crust. Recipe take-ones and healthy living tips will be part of the P-O-P offering.
Gillette Pushes Razor in Video Contest
Gillette is challenging college football fans to get their 'game face' on in a new promotion to push its Fusion Power razor.
The company has partnered with former Notre Dame quarterback Brady Quinn in a sweepstakes that encourages guys to create videos or photos that show their own game face. A grand prize package includes a trip to New York City to meet Quinn.
People can enter at www.gillettegameface.com where they will be directed to join the Gillette GameFace group on Facebook and to check out Brady Quinn's GameFace video with advice on how to create their own.
Gardenburger Hunts for 'Real Man'
Wholesome and Hearty Foods Co. has launched an online contest to find a 'real man' to promote its meatless products. People can nominate themselves or the man in their lives they believe defines the company's official "Real Man" title. The goal behind the campaign is to show that Gardenburgers, a 100% natural meatless product, aren't just for vegetarian or women, but for men, too.
Tuesday, August 21, 2007
Agencies and Clients at Odds
Pearlfinders.com's recent survey of ad agency clients provides some not-so surprising (at least to anyone who is not an ad agency) results about what clients want from their agencies...
85% of clients don't feel agencies prepare enough. Clients want agencies to be far more proactive in providing research on their product or category.
75% of clients said they might or would definitely "follow-up" were an agency to pitch a solution relating to one of their current business challenges.
And perhaps most importantly, 92% said that they might respond favorably to switching to a new agency if an agency had produced some research or insights into their category.
These results have the need for implementing CSS strategies written all over them. "Providing proactive research" sounds like a VBR to me. "Pitching solutions relating to current business challenges" is the focused presentation that results from a solid CNA. And "switching to a new agency" -- that's earning new business from being a Customer Focused Sales Pro.
Click here for the entire article.
85% of clients don't feel agencies prepare enough. Clients want agencies to be far more proactive in providing research on their product or category.
75% of clients said they might or would definitely "follow-up" were an agency to pitch a solution relating to one of their current business challenges.
And perhaps most importantly, 92% said that they might respond favorably to switching to a new agency if an agency had produced some research or insights into their category.
These results have the need for implementing CSS strategies written all over them. "Providing proactive research" sounds like a VBR to me. "Pitching solutions relating to current business challenges" is the focused presentation that results from a solid CNA. And "switching to a new agency" -- that's earning new business from being a Customer Focused Sales Pro.
Click here for the entire article.
Thursday, July 05, 2007
Radio + Web = Powerful Combo
Radio Ad Effectiveness Lab is conducting a new series of research projects under the umbrella theme, “Radio and the Consumer's Mind: How Radio Works.” The goal is to continue learning both how Radio advertising affects consumers differently and how it works synergistically with other forms of media.
Our new online test showed that recall of advertising is dramatically enhanced (27 percent versus 6 percent) when a mix of Radio and Internet ads is used compared to website ads alone. Radio ads can also improve website traffic and a brand's emotional bond with consumers when added to Internet exposures.
In addition, the study finds radio is finding new ways to tie together stations and websites to get more auto dollars.
The auto industry is pouring a huge amount of its marketing dollars into the web. And some radio operators are seeing it as a way to get a bigger piece of the pie. More and more stations are building proposals around the Web. One of the biggest has been CBS Radio’s “Discover Your Ride” campaign for Chrysler. It gets listeners to go to station websites, then to carmakers’ sites. RAB EVP MaryBennett says, “Stations have got this relationship with the audience that’s choosing to be overinvolved with the station by going to their site. This allows auto marketers to play into that relationship.” It’s too soon to say if it’s changed where automakers are putting their budgets – but she says it’s helped “plant a flag in the ground” for radio.
Overall, the picture seems clear: Radio and the Internet can be powerful advertising complements. Whether the goal is to reach more people, or to reach them with greater impact, this particular combination of media seems to be a recipe that’s worthy of more consideration.
Source: Radio Ad Lab
Our new online test showed that recall of advertising is dramatically enhanced (27 percent versus 6 percent) when a mix of Radio and Internet ads is used compared to website ads alone. Radio ads can also improve website traffic and a brand's emotional bond with consumers when added to Internet exposures.
In addition, the study finds radio is finding new ways to tie together stations and websites to get more auto dollars.
The auto industry is pouring a huge amount of its marketing dollars into the web. And some radio operators are seeing it as a way to get a bigger piece of the pie. More and more stations are building proposals around the Web. One of the biggest has been CBS Radio’s “Discover Your Ride” campaign for Chrysler. It gets listeners to go to station websites, then to carmakers’ sites. RAB EVP MaryBennett says, “Stations have got this relationship with the audience that’s choosing to be overinvolved with the station by going to their site. This allows auto marketers to play into that relationship.” It’s too soon to say if it’s changed where automakers are putting their budgets – but she says it’s helped “plant a flag in the ground” for radio.
Overall, the picture seems clear: Radio and the Internet can be powerful advertising complements. Whether the goal is to reach more people, or to reach them with greater impact, this particular combination of media seems to be a recipe that’s worthy of more consideration.
Source: Radio Ad Lab
Monday, June 25, 2007
Email Campaigns Need Better Landing Pages
Landing pages linked from e-mail marketing campaigns generally fail to grab attention quickly, according to a review of 150 Web sites by Silverpop, a Web marketing solutions provider. Furthermore, some pages are confusing and cluttered, prompting the visitor to quickly leave.
Silverpop set out to evaluate marketers’ approaches, and registered to receive e-mails from 150 top online companies. Landing pages reached from messages’ clicking links were evaluated for 14 different elements, such as matching the e-mail leading to the page and/or the company's Web site, ease of navigation, amount of copy, and design formats.
Among the key findings of the report, "Eight Seconds to Capture Attention: Silverpop's Landing Page Report":
45% of landing pages didn't repeat the strong promotional copy found in the e-mail, thus failing to reinforce the call-to-action that prompted the e-mail recipient to click a link in the first place.
35% of the landing pages analyzed didn't match the e-mails’ look.
35% of the landing pages didn't include an opt-in request. It’s essential to ask visitors to register because they may have arrived at your landing page without being in your database. For example, someone else might have forwarded the landing page’s link to the visitor.
29% of BtoC companies posted landing pages that didn't match the e-mail, compared to 41 percent of BtoB companies.
17% of e-mail marketing campaigns failed to deliver on the promise inherent in the message's call-to-action, and merely dumped recipients to a company’s Web site home page.
"E-mail marketers spend a lot of time and energy creating targeted, relevant campaigns, but then fail to carry the ball across the goal line due to lackluster landing pages," said Elaine O'Gorman, vice president of strategy for Silverpop, in a statement. "Landing page optimization can have a tremendous impact on e-mail marketing success rate."
"Using a home page as a landing page can be confusing,” O'Gorman said. “It's much better to create a landing page unique to the e-mail campaign whenever possible."
Silverpop set out to evaluate marketers’ approaches, and registered to receive e-mails from 150 top online companies. Landing pages reached from messages’ clicking links were evaluated for 14 different elements, such as matching the e-mail leading to the page and/or the company's Web site, ease of navigation, amount of copy, and design formats.
Among the key findings of the report, "Eight Seconds to Capture Attention: Silverpop's Landing Page Report":
45% of landing pages didn't repeat the strong promotional copy found in the e-mail, thus failing to reinforce the call-to-action that prompted the e-mail recipient to click a link in the first place.
35% of the landing pages analyzed didn't match the e-mails’ look.
35% of the landing pages didn't include an opt-in request. It’s essential to ask visitors to register because they may have arrived at your landing page without being in your database. For example, someone else might have forwarded the landing page’s link to the visitor.
29% of BtoC companies posted landing pages that didn't match the e-mail, compared to 41 percent of BtoB companies.
17% of e-mail marketing campaigns failed to deliver on the promise inherent in the message's call-to-action, and merely dumped recipients to a company’s Web site home page.
"E-mail marketers spend a lot of time and energy creating targeted, relevant campaigns, but then fail to carry the ball across the goal line due to lackluster landing pages," said Elaine O'Gorman, vice president of strategy for Silverpop, in a statement. "Landing page optimization can have a tremendous impact on e-mail marketing success rate."
"Using a home page as a landing page can be confusing,” O'Gorman said. “It's much better to create a landing page unique to the e-mail campaign whenever possible."
Saturday, March 10, 2007
New Media Budgets
87.4% of Executives to Invest in New Media Marketing
Confidence in new media is on the rise, according to the American Advertising Federation's AAF Media Investment Survey 2007. Results show a growing inclination among executives to augment traditional media with new media properties and experimentation, and responses indicate that traditional media categories are in serious need of innovation if they are to remain competitive.
A full 87.4% of respondents believe that the pace and scope of innovation in the media landscape inspire creativity, and they are willing to invest their budgets to harness that creativity.
Other findings:
Email is a key point of influence for consumer purchase decisions, according to the Microsoft Digital Advertising Solutions research released in January by Word Of Mouth Marketing Association member company Microsoft. The findings suggest that many of consumers' major decisions are influenced by email conversations with friends and family and point to the medium as a place where marketers can insert messages that might impact consumers during the decision-making process.
Other findings:
Combining the stats regarding company intention to invest in new media with the information regarding how people use email ought to provide some interesting VBRs for contacting prospects to sponsor our emails newsletters.
Confidence in new media is on the rise, according to the American Advertising Federation's AAF Media Investment Survey 2007. Results show a growing inclination among executives to augment traditional media with new media properties and experimentation, and responses indicate that traditional media categories are in serious need of innovation if they are to remain competitive.
A full 87.4% of respondents believe that the pace and scope of innovation in the media landscape inspire creativity, and they are willing to invest their budgets to harness that creativity.
Other findings:
- 73% of respondents reserve 1%-20% of their budget for experimentation and new media properties.
- 12.37% of respondents reserve 21%-40% of their budget for experimentation and new media properties.
- Concerning media planning in 2007, respondents ranked "I am always open to new ways to use traditional media" at 78%, "the right media mix almost always includes a balance of traditional and nontraditional media" at 75.5%, and "the search for new media properties to grow my brand never stops" at 57.7%.
Email is a key point of influence for consumer purchase decisions, according to the Microsoft Digital Advertising Solutions research released in January by Word Of Mouth Marketing Association member company Microsoft. The findings suggest that many of consumers' major decisions are influenced by email conversations with friends and family and point to the medium as a place where marketers can insert messages that might impact consumers during the decision-making process.
Other findings:
- 45% of frequent online users say email is their primary form of communication.
- 66% of male and 81% of female respondents discuss social arrangements (what films, concerts, or events to see or where to eat) via email.
- 41% of men discuss financial services purchases via email.
- 77% of women discuss travel plans via email.
Combining the stats regarding company intention to invest in new media with the information regarding how people use email ought to provide some interesting VBRs for contacting prospects to sponsor our emails newsletters.
Wednesday, January 31, 2007
Internet Radio Listening Surges
Yikes! Needed to dust-off the cobwebs on this blog before I was able to post. I promise not to let this go so long next time.
I thought I'd start off this first post of the new year (I only waited until the last day of the month!) with some new stats and trends on Internet Radio. The information below shows that (as I've been saying for quite sometime) that the measurement of Internet Radio is far more effective and accurate than the measurement tools of "Arbitrarytron." That's why even when your station's ratings take a dip (or even a DIVE) your website traffic and streaming audio stats will most likely stay business-as-usual.
On to the info...
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Internet Radio Listening Surges
The past several years have been a time of go-go growth for Internet radio, as better measuring tools have provided an accurate way to size-up the audience and made it possible to offerefficient delivery of audience to advertisers, says JP Morgan Securities analyst John Blackledge in hisInternet Radio Scorecard for December 2006, released Tuesday (Jan. 23).
He says modernization of the business recently has allowed Internet radio to grow "substantially over the past several years."
"We believe the Internet radio ad market was roughly $500 million in 2006, or about 2.5% of the $20 billion traditional radio advertising market," Blackledge concludes from the data.
"We believe about $100 million-$150 million is derived from a bundling of terrestrial radio and Internet radio ads, as well as banner ads on the Web sites."
Blackledge's study finds that the Internet radio audience had grown to about 30 million listeners perweek in January 2006, up from 20 million in January 2005. Internet radio's monthly audience has increased about 27% annually since 2000.
"Overall, unique visitors to all of Internet radio grew 22% year over year in December 2006, to about59 million," Blackledge reports. "Since December 2005, the Internet radio audience has grown at a 1.6% monthly compounded rate."
Internet radio's return on investment "has helped the medium monetize increasing audience trends, given that Internet radio's measurement is efficient, effective and more accurate than terrestrial radio," the analyst found.
"Internet radio CPMs have grown substantially over the past few years, given increasing audience andthe positive ROI benefits.
We believe Internet radio CPMs have grown from about $1 in 2003 to about $5-6 (on average) in 2006 vs. about $3-7 CPMs for terrestrial radio networks and $10-12 for terrestrial spots."
Source: Radio and Records
I thought I'd start off this first post of the new year (I only waited until the last day of the month!) with some new stats and trends on Internet Radio. The information below shows that (as I've been saying for quite sometime) that the measurement of Internet Radio is far more effective and accurate than the measurement tools of "Arbitrarytron." That's why even when your station's ratings take a dip (or even a DIVE) your website traffic and streaming audio stats will most likely stay business-as-usual.
On to the info...
---
Internet Radio Listening Surges
The past several years have been a time of go-go growth for Internet radio, as better measuring tools have provided an accurate way to size-up the audience and made it possible to offerefficient delivery of audience to advertisers, says JP Morgan Securities analyst John Blackledge in hisInternet Radio Scorecard for December 2006, released Tuesday (Jan. 23).
He says modernization of the business recently has allowed Internet radio to grow "substantially over the past several years."
"We believe the Internet radio ad market was roughly $500 million in 2006, or about 2.5% of the $20 billion traditional radio advertising market," Blackledge concludes from the data.
"We believe about $100 million-$150 million is derived from a bundling of terrestrial radio and Internet radio ads, as well as banner ads on the Web sites."
Blackledge's study finds that the Internet radio audience had grown to about 30 million listeners perweek in January 2006, up from 20 million in January 2005. Internet radio's monthly audience has increased about 27% annually since 2000.
"Overall, unique visitors to all of Internet radio grew 22% year over year in December 2006, to about59 million," Blackledge reports. "Since December 2005, the Internet radio audience has grown at a 1.6% monthly compounded rate."
Internet radio's return on investment "has helped the medium monetize increasing audience trends, given that Internet radio's measurement is efficient, effective and more accurate than terrestrial radio," the analyst found.
"Internet radio CPMs have grown substantially over the past few years, given increasing audience andthe positive ROI benefits.
We believe Internet radio CPMs have grown from about $1 in 2003 to about $5-6 (on average) in 2006 vs. about $3-7 CPMs for terrestrial radio networks and $10-12 for terrestrial spots."
Source: Radio and Records
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