Friday, December 31, 2010

2011 NHL Winter Classic TV Promo

About The Show

Sunday, December 26, 2010

HBO 24/7 Penguins/Capitals: The Road To The NHL Winter Classic

On New Year’s Day 2011, two of the National Hockey League’s premier teams -- the Pittsburgh Penguins and the Washington Capitals -- will face off in the open air of Heinz Field in Pittsburgh for the 4th annual NHL Winter Classic. This once-a-year extravaganza brings stadium-sized audiences (and millions of TV viewers) into the fast-and-furious realm of pro hockey.

24/7 Penguins/Capitals: Road to the NHL Winter Classic will provide exclusive behind-the-scenes access, along with in-depth interviews of coaches, players and front-office personnel, as the Caps and Penguins battle through their December schedules, meeting twice in one week. Get the inside scoop on all the pre-game preparations -- as well as behind-the-scenes footage from the December 23rd regular-season preview between the two teams -- in this brand-new, four-part 24/7 exclusive!

CLICK HERE for more at

" It's great to see so much attention around this game..and around the sport of hockey..there is certainly a lot of excitement and we are happy to have 3 of our clients advertising in the telecast on CBC and CBC HD "

Mitch Drew

Saturday, December 25, 2010

2011 Winter Classic " first look " at the opening video intro

JACKSON MITCHELL ADVERTISING is please to have three clients sponsoring the Live TV broadcast on CBC and CBC HD.

"Cyclo Vac will be airing new custom creative produced specifically for hockey, Harvey's Appliances will be airing new GE Monogram and Kuppersbusch commercials and will air creative promoting their car-buying web site and new showroom location" said Mitch Drew from JMA.

Drew said, "We look at this Winter Classic as a Premium NHL Event and the rivalry on and off the ice between Sidney Crosby and Alexander Ovechkin has already generated a real buzz around the game in the US and Canada"

He adds, "We expect the TV ratings on New Years Day to be strong and are pleased to have our clients aligned with one of the highest profile NHL Events of the year"

For more information contact:

Mitch Drew

Tuesday, December 14, 2010

Cyclo Vac scores big as Leafs visit Canucks on HNIC

VANCOUVER - When the Toronto Maple Leafs hit the ice against the Vancouver Canucks at Rogers Arena this Saturday at 4:00pm on CBC Hockey Night in Canada, they will be playing in one of the most watched regular season games of the season.

For the first time, Cyclo Vac will be appearing as a Canucks sponsor and will launch an English version of their new TV commercial. The 15sec commercial called 'Hockey' features excited hockey fans spilling popcorn as they celebrate a goal and easily clean up the mess using the Cyclo Vac Hide-a-Hose built in vacuum.

The media buy was planned and placed by Mitch Drew of JACKSON MITCHELL ADVERTISING and is part of an on-going TV strategy for the Cyclo Vac in Western Canada. "We introduced the new TV commercial with a News and Entertainment schedule earlier this year and are excited to begin their Canucks strategy during the biggest game of the year on CBC" Drew said. "Canucks hockey delivers a huge audience and showcasing Cyclo Vac on Hockey Night in Canada with some of the biggest brands in the country is exciting".

In addition, the agency has placed in the game. "Our media strategy is simple and straightforward...we like to deliver exceptional value to our agency clients and we know that when you advertise in live sport you get exceptional return on your advertising investment...not only is the viewing audience large, they are engaged, attentive and anchored to the content" Drew added.

Cyclo Vac and will each run 4 x 15's during the game broadcast starting at 4:00pm Pacific.

"The strategy for using 15sec commercials and running 4 occasions per client during the live broadcast results in our clients receiving the benefit of tremendous REACH and FREQUENCY all in a single live sport environment...something that is very difficult to achieve in one day, using other media" Drew said.

Watch for Cyclo Vac TV commercials in the New Year during Canucks games on Rogers Sportnet ONE.

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Book of Tens: Coolest Out-of-Home Ideas
Dec 14th, 2010

How's this for an inventive book promotion? To build buzz for his new book, Jay-Z teamed up with Microsoft's Bing for an ambitious global campaign that placed individual pages from "Decoded" in 400 different physical locations around the world. Fans could use Bing maps for clues to find each page, and should anyone unlock all 400 locations they'd be rewarded a Jay-Z Lifetime Pass guaranteeing them 2 tickets to any Jay-Z show anywhere in the world for the rest of their lives.

CLICK HERE for the rest of the list

Wednesday, November 10, 2010

Harvey's Furniture & Appliances launch new TV creative

GE Monogram and Kuppersbusch TV creative to launch this weekend during the Canucks vs Leafs game on Hockey Night in Canada

VANCOUVER - Harvey's Furniture & Appliances will be launching their new TV creative this weekend in one of the most watched regular season hockey games of the year on CBC's Hockey Night in Canada.

When the Vancouver Canucks and the Toronto Maple Leafs play, it's a national rivalry that generates the highest audience figure for hockey. This weekends game is seem at 4:00pm Pacific Time on CBC and CBC HD.

For more information contact:

Dick Drew
Drew Marketing & Productions Ltd.

Thursday, October 14, 2010

Sunday, September 26, 2010

Int'l TV ad revenue resurgent

Steady if unspectacular rebound bodes well for TV program sales

International TV advertising revenues will continue to see a recovery this year, according to industry experts, following the trend set in the U.S.

TV program buyers feel the upswing in the advertising economy will surely mean a stronger marketplace for their existing library of programs to be sold -- as well as new channels that are starting up, especially in the Asia-Pacific region.

CLICK HERE for the entire article at

Online Video Through Broadcasting Eyes

A three-hour discussion at IBC reveals how traditional broadcasters see the online video industry.

In the midst of all the hustle and bustle that is IBC, Microsoft for the past few years has held court in the Topaz Lounge, a central second-floor location that provides the company a chance to rise above the fray and offer a more relaxed, holistic view of the company's many services for broadcasters and the consumers who view and interact with their products.

This year, however, Microsoft and two partners-Interxion and iStreamPlanet-held an off-site event that was geared toward a better understanding of broadcasters' needs for online video content creation and delivery.

CLICK HERE for the entire article at

Thursday, September 23, 2010

From the Radio Studio to the Red Chamber

Broadcaster Magazine
September 2010
by Dick Drew

Charlottetown's favourite son, 64 year old Mike Duffy, better known as "Duff", went from being CTV's main man in Ottawa to being Senator Michael Duffy, a main man in Ottawa's Red Chamber, on January 26, 2009.

Along with former broadcaster Pamela Wallin, downhill skier Nancy Green and 15 other leading Canadians, Duff was appointed by Prime Minister Stephen Harper, to the Senate [both Pam and Nancy are featured as Canadian Achievers on my syndicated radio program].

Photo: Dick & Aline Drew with Mike Duffy

CLICK HERE for the entire article in Broadcaster Magazine

Saturday, September 11, 2010

Olympic moment turned Bell CEO into champion for mobile media

On an evening bus ride from Whistler to Vancouver during the February Olympics, George Cope got new-media religion.

Stuck in traffic and surrounded by his sleeping children, the Chief Executive Officer of BCE Inc. watched the entire women’s gold-medal hockey game from his cell phone. Mr. Cope recalls thinking: “The world has changed.”

Click Here for the entire story in The Globe and Mail

Friday, July 23, 2010

Wednesday, July 07, 2010

Facebook, Twitter Battle For Billions In TV Ads

Social networks, such as Facebook and Twitter, are now going after the big media prize: billions of worldwide TV advertising dollars.

A new "Social TV" report from media researcher Futurescape says the next leap in the social-marketing world is pursuing the business of "social television," tapping into an $180 billion worldwide ad market.
The research company says Google TV and other connected TV systems will put Facebook and Twitter targeted ads on TV screens.
Futurescape predicts the next wave of TV's transformation will come from social recommendations and other consumer tools to find new TV content. The global TV business is projected to be a cumulative $250 billion by 2014.

CLICK HERE for the entire article

Saturday, June 19, 2010

Tony Parsons... A life in the news.

For over 50 years Tony Parsons has been a newsman and news anchor. Never a news maker.

That all changed last December, when he retired from his enviable thirty year career anchoring the major newscast on BCTV/ Global, Vancouver.
He was its franchise.

One of the most highly respected and recognized persons in B.C., he'd built it up to where it had a larger share than any newscast in any major market in North America.

CLICK HERE for the story at Broadcaster Magazine

by Dick Drew

Thursday, May 27, 2010

CBC, National Post join forces as preferred partners in ad deal

Deal gives clients a deeper range of broadcast and print options

Jamie Sturgeon, Financial Post
Published: Thursday, May 27, 2010

TORONTO -- The CBC and the National Post are deepening their commercial relationship, announcing Thursday a new deal that will allow advertisers to use each media company's platforms.

Under the terms, the National Post will become the CBC's "preferred" print partner, while the Post will provide clients options for TV ads through the public broadcaster.

"I think it will drive revenue for both of us," said Paul Godfrey, president and chief executive of the National Post. "There will be CBC advertisers that want a print component, and there will be people that want exposure on the broadcast side."

CLICK HERE for the entire article

Monday, May 24, 2010

NeuLion acquires Beijing set top box maker

Plainview Internet TV company acquires Beijing set top box maker

Thursday May 20, 2010 11:16 AM
By Emi Endo

Plainview-based NeuLion Inc., an Internet television company, will acquire the operating interest of the maker of the set top boxes it uses in a deal valued at about $11.7 million, the company has announced.

NeuLion will acquire TransVideo International Ltd., based in Beijing, in exchange for about 22 million company shares. The deal will give NeuLion “greater control over the future."

For more information contact:

Mitch Drew
National Sales Executive
604-664-7727 #303

Tuesday, May 18, 2010

Power Agent Says Monetizing Content Trumps Ratings

For a top talent agent whose clients would seem to benefit from how widely known they are, Ari Emanuel offered a somewhat contrary view Thursday at a cable conference. Commenting on the decline of TV ratings, Emanuel suggested that as long as advertisers continue to pay networks more, dollars will trickle down to the stars he represents.

"Who gives a sh*t about the ratings?" he said.

CLICK HERE for the entire article

Top Google exec claims half of advertising will be digital

A top Google executive has made the bold claim that 50% of advertising will be digital in the next five years as advertisers move more of their budgets towards online and mobile activity.
by Helen Leggatt

A grandiose view of the future or a foregone conclusion? Whichever way you look at it, advertising budgets are moving online and have increasingly done so despite, or more likely because of, recent economic recession. Online's accountability and measurability make it an attractive arena for advertisers trying to wring every last dollar from their marketing coffers.

One of Google's top executives sees the move online continuing to reach new levels.

"People are shifting their spending dollars more and more to the online world - whether it be direct marketing, or advertising, or branding," Nikesh Arora, Google's president of global sales, told the U.K.'s Telegraph newspaper.

"I personally expect in the next five to eight years 30% to 50% of advertising will be digital".

While Arora admits it is a bold claim, he backs up his forecast by pointing out that in the U.S. 10% of advertising is already digital and in the U.K. it's double that. In fact, late last year the U.K.'s Internet Advertising Bureau announced that online ad spending had risen above television for the first time.

What will tip the balance? Video, says Arora. It's what consumers' eyeballs will be increasingly focused on and that's where advertisers will shift their ad dollars.

Mobile marketing is also set to take the marketing scene by storm and another sphere in which Google is looking to play a major role. Speaking at the 42nd IAA Global Conference in Moscow Arora commented, "I think mobile is a fantastic opportunity... The advent of the iPhone, the Android devices and the BlackBerry has finally given people reason in the western world [to] start using the mobile data."

Mitch Drew
National Sales Executive

Wednesday, April 14, 2010

NeuLion Booth at NAB 2010 in Las Vegas

Thanks to Oliver Eichel from The Knowledge Network for taking this photo of our booth at the NAB this week.

Mitch Drew
National Sales Executive

CLICK HERE for directions to the NeuLion Booth at NAB 2010

Tuesday, April 13, 2010

Not true that younger generations won't pay for digital content Contrary to popular belief, not everyone demands content for free.

A new whitepaper from Ad Age Insights found that even the most demanding digital content consumers, the teens and young adults, understand there is sometimes a price to pay.

by Helen Leggatt

Young adults, teens and tweens have been brought up in a world where media is easily accessible and the choice of channels and content is immense.

In fact, they spend over seven and a half hours a day with media. Many have drawn the conclusion that this means those generations are less likely to accept having to pay for it.

However, a new whitepaper from Ad Age Insights, "The On-Demand Generation", found that this isn't necessarily true. Their research found that even these media saturated generations realize that some content commands a price, be it monetary or via watching or participating in advertising.

"To them, the value of content online can be just as worth a price tag as cable or network TV shows and they're also -- surprisingly -- not averse to advertising," according to Ad Age's Beth Snyder Bulik, author of the report.

"But it better be good advertising, and it better not take more than a nanosecond to load."

Mitch Drew
National Sales Executive

Related article:
Netflix, Fox expand deal for streaming content

Thursday, April 08, 2010

F5-Expo puts the Social back into Social Media

Malcolm Gladwell asks an audience to look at the downside of Social Media and delivers a powerful message about human behavior

VANCOUVER – The F5-Expo was held at the Vancouver Convention Centre yesterday in the shadow of what only a month ago was the 2010 Winter Olympics International Broadcast Centre. As I looked out at the centre, it seemed like so long ago that the eyes of the world were staring back. It was business as usual and time for yet another tech conference in a location where I have attended tech conferences for close to 15 years.

The overall conference started and ended with the theme “what kind of impact on our society does social media have”? Or better yet, it left us all asking the same question, does social media really make us more social?

Tod Maffin crash and burn

The morning keynote was delivered by local author and new media guru Tod Maffin whose presentation clearly identified two things: First, that humans can NOT multi-task, they can only switch tasks and and do more things less effectively and second, our mental health is really being tested by the speed of business and all of this hyper interconnectivity. He went on to demonstrate that at the height of his career, when he was peaking financially and personally, he ended up having a breakdown due to the fact that his life had become so ‘multi task’ oriented that his brain could not keep up.

Social Media, Video Content and Mobile

During the day, the panels consisted of social media experts, ad agency and technology providers who all had great stories of successful viral campaigns and outstanding results in spreading the word about a brand using this ‘new tool’ called word of mouth…without the mouth. The panels were excellent and provided many in attendance with a larger snapshot of what can be achieved using the power of social media AND what you should look out for if planning on adding a social media strategy to your communications or advertising.

Malcolm Gladwell brings it all home

With stories of Fidel Castro’s rise in power to eventually leading a revolution in Cuba (without a Twitter or Facebook account) compared to Barack Obama’s tech-savy circumvention of the US political process, Gladwell demonstrated a key point. Social networking is NOT really all that social and it does not create groups who trust each other and certainly could not get a group together to overthrow a government. Social networks are wide and thin, consisting of ‘weak’ contacts that are extremely valuable to you, but are not as close to you as we all believe.

Technology helped get Obama elected President. However, technology is not helping his current followers stay connected and certainly did not and can not help build the solid foundation required for massive change. We are already seeing this with the low approval ratings of the current US administration.

Gladwell has openly commented that he is NOT an active social networker and in his personal time he yearns for more free time and less time online.

The conference was a great success, was extremely well attended and certainly opened up my eyes to a clear reality.

Social Networking can increase the number of contacts, associates, followers and friends but it may not increase the ‘depth’ of their friendship to you, loyalty to you or ability for you to depend on them longer term to either purchase your brand, vote for you or fight in the next revolution for you.

Mitch Drew

Mitch Drew is National Sales Executive for an Internet TV provider NeuLion. He is an active blogger, social media practioner, advertising consultant and Malcolm Gladwell fan.

Saturday, April 03, 2010

MITCH TV getting visitors from all over the world!

Thank you to all of our visitors. It's great to see the interest from all over the world. Appreciate the emails as well.


Mitch Drew
National Sales Executive

TV Works on the Web, but TV Advertising Won't

Will TV Everywhere Simply Become an Extension of TV Advertising? Let's Hope Not
Posted by Thomas Morgan
04.02.10 @ 11:30 AM

As the vision of TV Everywhere comes to market, there are significant pressures on both broadcast and cable networks to close the "parity gap" between traditional TV and the emerging distribution channel we call internet television. But does internet TV need to conform to the ad practices and inventory loads of traditional TV? Does TV Everywhere simply become an extension of the ad inventory of traditional linear television? That is a $70 billion question.

CLICK HERE to view the entire post

Mitch Drew
National Sales Executive
INSINC Neulion

Monday, March 29, 2010

How Adam Carolla Became a Podcast Superstar

In just over a year, Carolla, 45, has used this same improvisational approach to lift podcasting from the realm of amateur audio and video blogging to an increasingly professional medium with real revenue potential. His daily talk show was an immediate hit -- more than 50 million downloads in its first year -- and was named iTunes's best audio podcast of 2009.

By aggregating a devoted audience and then experimenting with new ways of interacting with it, Carolla is both taking advantage of an opportunity and creating one. Analysts at eMarketer predict that U.S. podcast listenership will approach 38 million by 2013, more than double 2008's audience. Meanwhile, traditional media has mostly used podcasting to repurpose preexisting TV and radio content -- the same mistake newspapers and magazines made with the Web, opening the door to outsiders.

CLICK HERE for the article at Fast Company

Thursday, March 25, 2010

Major League Soccer's slick new video service debuts in Seattle

Tonight's Sounders game is an especially big opener for Major League Soccer, which is using the Seattle game to debut new online services for fans, including a high-def streaming video service.

Not coincidentally, a lot of the services are based on technology from Microsoft, which is a major sponsor of the league and the Sounders.

U.S. soccer fans on average are more technologically inclined than the general public, and the league is counting on new digital services to keep growing its popularity, said Chris Schlosser, MLS director of digital strategy.

Schlosser, a former product planner in Microsoft's MSN group, led the development of entirely new Web sites for the league and individual teams that are also debuting at today's game.

"It's one of the most significant investments our [league] ownership group has ever made,'' he said. "They clearly see our fan base is digital and the future growth of our league is driven by continued growth in the digital space."

The new online video service, called MatchDay Live, will stream up to three games at once and provide digital video recorder-like features, including pause, rewind and "instant replay."

"This really changes the experience for the MLS," said Chris Wagner, executive vice president of NeuLion, a New York-based company that built the player for MLS.

CLICK HERE for the entire post from The Seattle Times

Saturday, March 06, 2010

The end of the AD MEN as seen on MAD MEN

Why advertising has changed forever and will never go back to the way is was.

VANCOUVER – As a young boy I was introduced to the ad business because my Father worked in advertising. It was a fun and dynamic world that was full of exciting characters, creative people, energy and money.

I grew up in a neighborhood were most of my friends parents were doctors, lawyers and other professionals. We all had nice homes, two nice cars, stay-at-home moms and lived a great life full of swimming pools, backyard BBQ’s and vacations. My father was NOT a doctor or lawyer, he was in advertising.

The AD MEN of the 50’s, 60’s and 70’s were wild characters. They drove the best cars, ate in the best restaurants, hung out with the sports celebrities and enjoyed Martini’s with agency buyers and direct clients until the order was booked. Often, business wasn’t even discussed during these infamous lunches and the contract renewals just flowed like the wine and fine food.

I always knew when one of my Father’s fellow ‘peddlers’ would show up by the flashy cars they drove, the swagger in their walk and the way they spoke.

This ‘elite’ group of well paid advertising wizards truly did help their customers sell more products and increase sales. They played a key role in the success of so many of the brands we now know today.

When I followed in the footsteps of my Father and entered the ad game myself, my expectations were to continue the exciting life that had I had been exposed to. After 25 years in the business myself, I can say that it's been very good to me too. I’ve earned large sums of money, owned expensive cars, traveled and tasted what life looks like from a private suite at an NHL hockey game and court-side seats at an NBA game. The life of the AD MEN in the 80’s and 90’s was still pretty sweet.

Enter the boom of 1998 and the bust of 2001

My guess is the first wave of the dot com boom at the end of the century was the beginning of the end for life as we know it in the typical ad world.

First, technology and specifically the internet started getting traction and although most of the business models had not taken hold, we knew as a society that this ‘connectivity’ thing was going to change the way people and brands interact with each other. When the ‘dot bomb’ hit in April 2001, it really was the start of what we see today as a major shift in the old style of advertising and marketing brands, products and services.

2010 marks the end of the AD BIZ as we know it.

Fast forward to 2010 and we might as well say that the old model of advertising is over and the AD MEN as depicted in MAD MEN wouldn’t stand a chance in today’s world.

The idea that a brand can create a cute positioning line, advertise it on TV and increase market share is still possible, it’s just more complicated now. The number of ways that a consumer is able to connect with a product is growing and the flow of information is no longer one-way. In fact it is no longer just two-way as consumers communicate with each other using blogs and Wiki’s.

The AD MEN of today better have a more open attitude about how traditional media and new media will work together to create advertising that is relevant and effective. The successful AD MEN of 2010 will convince advertisers to keep a percentage of their budgets in traditional, larger reach mediums like TV while encouraging them to ramp up online, social media and mobile marketing initiatives. Make no mistake, this is an exciting time to be in advertising. The AD MEN that recognize and embrace the new way of communicating with customers will succeed and continue to play a role in the success of their advertisers.

Mitch Drew

Mitch Drew is a television advertising salesperson in Vancouver. He is an active blogger, writer and social media expert.

This article was inspired by a conversation about the book.

Googled: The End of the World as We Know It by Ken Auletta

Thursday, March 04, 2010

'Faces Of Social Media' Unveiled: Knowledge Networks, MediaPost Partner On Category Specific Research

To help marketers, agencies and publishers understand how social media is influencing consumer brand perception and purchasing decisions, Knowledge Networks has teamed with MediaPost Communications Inc., the publisher of Online Media Daily and the parent of the Center for Media Research, to launch the "Faces of Social Media," a new, long-term tracking study providing a consumer-centric view of social media's affect on 30 key product categories.

CLICK HERE for the story from MediaPost

Friday, February 05, 2010

Reaching the “purchase ready” consumer today.

Advertisers keep asking the question ‘how do I reach new customers today’ and the answer is to look at the many ways customers interact with media and make sure that your brand is were it needs to be!

There are some very simple steps to follow as you plot a course of connection with a new customer.

Step one: Start at the moment of the sale and work backwards.

This concept is a little different than the old approach of a typical ad persuasion technique (run an expensive TV campaign and so many people will see it that your product HAS TO sell). When we look at the customer on the floor and think about how he got there, we can start plotting a way to reach new customers.

As an example, let’s look at a typical new car buyer. Chances are the potential customer in the showroom has spent a considerable amount of time online doing research about the specific vehicle he is looking at purchasing. He will likely have looked up some consumer reviews, surfed a few personal blogs and even viewed video of the vehicle in action. This consumer is smart, savvy and is not going to react to a free cup of coffee or just a slick sales presentation. He wants verification of the information he already knows.

Step two: Hire an online consultant.

Have an outside online consultant look at your business and determine how your brand is positioned in your geographical area. This consultant may need to ‘log on’ using a server that has an address in your specific area to ensure that all other competitor information and targeted information is appearing. Ask the consultant to attempt to find a specific product (in this example a specific auto make/model) on your web site and see how long it takes them to ‘drill down’ and find you! Your consultant may find that there are local information sites, auto blogs and other car related content sites that are an excellent place for your dealership to appear…either as a contributor or as an advertiser.

Step Three: Create content and add value to the consumer experience.

Make all of your advertising interactive and relevant to your new mobile and active customer. It sounds simple but setting up a blog, creating custom video content and engaging in social media is an excellent way to cast a wide internet web of links back to your site and your inventory. In your newspaper, TV and Radio include a ‘text to win’ or ‘text for a free gas card’ offer of some kind so that potential customers can connect with you. Have multiple ways for customers to get in touch with you. Have a sexy phone number that is easy to remember and use a cool URL that is easy to say and easy to remember.

Step Four: Be cool.

Staying current online and using the technology available in your advertising and customer contact makes your business look cool. If 65% of your potential customers are on Facebook and you are NOT….they might not think that you are up to date in other areas of your business.

Step Five: More is better.

The days of finding one place to advertising and banging the drum over and over is over! Mix up your media and move the placement of your brand name and contact information so that people will not only bump into your brand in a number of places…but with a media mix you will tend to reach more people overall. As you “lure” them into your web of contact…you can start communicating with them more intimately and provide them with compelling reasons to shop in your location.

Conclusion: Connect and follow.

Advertise in a traditional way and entice potential customers to connect with you.

Give everyone as many options as possible so if they want to call you, text you, email you, be your friend, tweet you or comment on your blog.

Connect and follow up with each and every person who connects with you. Follow up and take your time with the contact. The new consumer has more time and more resources to make informed decisions. You need to be current and eager and yet keep the customers in control of their own experience.

Advertising, marketing and merchandising hasn’t changed all that much...but your ability to connect with a customer at the time they are ‘purchase ready’ has. This means your competition has the ability to ‘pluck’ a customer from your store with a better deal sent to their iPhone. Be sharp, be connected and use the tools that are all around you to beat your competition.

Mitch Drew

Mitch Drew is an advertising professional in Vancouver, Canada. He specializes in TV advertising and is an active writer, blogger and social networking expert.

Thursday, January 28, 2010

Boomers Log Some Serious TV Time

The segment watches 140-160 hours of television each month

Jan 27, 2010
eMarketer Staff

Boomers' media usage patterns are similar to most Americans in one respect: TV dominates. In each month of Q3 2009, Americans watched an average of 129 hours of TV compared with 27 hours spent on the Internet, according to Nielsen's latest "A2/M2 Three-Screen Report."

Boomers, however, averaged between 140 and 160 hours of TV time each month, compared with an average of 28 to 31 hours spent online. They appear to be the last large audience for newspapers, although they are increasingly going online to find national and local news.

CLICK HERE to see the chart and read the story

Friday, January 22, 2010

For Super Bowl XLIV Advertisers, Synergy Is the Name of the Game

FOR millions of football fans, the Super Bowl is the biggest social occasion of the year. That is becoming the case for Super Bowl advertisers, too, as they add a robust presence in social media like Facebook, Twitter and YouTube to their marketing lineups.

CLICK HERE for the story at The NY Times

Saturday, January 16, 2010

The 7 Secrets of Successful Advertising in 2010.

by Mitch Drew

In 2010 Marketing Directors are having a challenge on how to spend their advertising budget to get the best results. There has never been such a dramatic shift in how people consume content, when they consume it and what it takes to reach modern day consumers.

When looking at your advertising budget and deciding what to do, you might want to consider the follow:

1. Advertising is not fool proof and never has been. Remember, if advertising was an exact science and you could enter the marketing waters with a 100% chance of success, there would not be any need for you. Business would run on auto-pilot and not need owners/entrepreneurs or decision makers. Advertising is NOT an exact science so don’t look for the definitive answer…look for solutions that make sense for you and your brand.

2. Everything works. This is one of the most important things to remember. Just because there are new ways to advertise and promote your brand does not mean that many of the traditional ways of advertising aren’t going to work anymore. In fact, keeping a percentage of your traditional disciplines could be just what you need to help shore-up your new plans and leverage new programs. Traditional TV can help drive web. In-store and print can support online and social media programs. Remember, most of the shifts in marketing have been technology driven but customers are still looking for the same things they always have. They want information about goods and services that will add value to their lives.

3. Implement an online strategy now. You may not have the resources or time to implement the ultimate online or social media strategy, so just start with a few basics. Set up a blog and link it to your site. Create a Facebook and Twitter page and appoint someone in your organization to get the ball rolling on your online strategy. Once you start it is a lot easier to modify and ‘tweak’ your ‘tweets’.

4. Buy the high profile sponsorship you’ve always wanted. We are definitely coming out of a crazy business climate in 2009 and there are many media/sponsorship and advertising opportunities available that may have been financially out of reach before. Look at buying higher profile TV programs and meet with the reps from the number one radio station in your market. Maybe this is the year that you buy a NASCAR sponsorship (or partial sponsorship) or run some commercials in Monday Night Football or Hockey Night in Canada. You will be surprised at what is available and for how little dollars.

5. Man up your creative. Make sure you have current creative like TV spots, radio scripts, print ads and of course web banners in flash and .jpg formats. Make sure your web site is current and looks good. Almost all of the customers that inquire about your brand will visit your web site first. Having current creative will make sure you are ready for any opportunity that comes your way. Opportunity that can acted upon quickly can often deliver the best results.

6. Change the way you buy advertising. In the past, you planned and implemented a strategy over a number of quarters and implementation might have taken months. In order to capitalize on the opportunities of modern day advertising, you need to be able to make decisions quickly and respond to opportunities. Never before have we seen early adapters getting the jump on opportunities and once you have a creative package available, start responding to new idea, concepts and advertising opportunities. Be open to buying last minute and remnant space and make sure you have a network of supplier who know you are open to this. Think about the success of Google's 'bid based' pricing model were advertisers place ads and set a price they are willing to pay for a 'click'. Opportunities come up at the last minute and if you can move on them, you will benefit. Shift your thinking.

7. Don’t be afraid to engage in 2010. You might not have the largest budget and you may need to be careful with every dollar spent but that doesn’t mean you shouldn’t engage in advertising activity. Take a percentage of your budget and place it in longer term and safer traditional areas. Take another percentage and spread it out into new areas like Social Media and use your remaining budget for new and last minute opportunities.

The advertiser who takes risks and follows this advice in 2010 could end up well ahead of their competition.

Mitch Drew is a successful advertising practitioner who lives in Vancouver, Canada. He is an active blogger and social media expert.


Other articles:

The “I Work for You” Sales Technique by Mitch Drew

Ask the Right Questions and You Will Make the Sale by Mitch Drew

The Assumptive Close by Mitch Drew

Thursday, January 14, 2010

VW Is Back In Super Bowl After Nine Years

For the first time in nine years, Volkswagen of America will advertise during the Super Bowl. The company will premiere a 30-second spot -- the first from new agency Deutsch L.A. -- during the third quarter of Super Bowl XLIV. The ad uses the "Das Auto" tagline introduced in 2008.

CLICK HERE for the entire article from MediaPost

Wednesday, January 13, 2010

Cadillac CTS-V Coupe introduction video

The video that introduced the Cadillac CTS-V Coupe at the 2010 North American International Auto Show January 12, 2010.

Mitch Drew

Papa John's Becomes Super Bowl Sponsor

Papa John's Pizza is extending its January "National Football Month" marketing program with something it has never done: sponsorship of Super Bowl XLIV as well as the NFL. The deal makes Papa John's "Official Pizza Sponsor of the National Football League and Super Bowl XLIV."

Andrew Varga, CMO of the Louisville, Ky.-based company, tells Marketing Daily that the short-term agreement ending in March came about because "we have been working with NFL franchises in nine local markets over the last three or four years and for the activating programs locally it has been a great sales boost for us. As we started to see better and better results with those nine teams, it made sense to do something bigger with the NFL."

CLICK HERE for the entire article from MediaPost

Monday, January 11, 2010

Monday, January 04, 2010

Dr Pepper Buys Its First Super Bowl Spot

In an effort to drum up more interest in its recently launched Dr Pepper Cherry, Dr Pepper Snapple Group Inc. has bought advertising time during Super Bowl XLIV.

The purchase marks the first time in the company's 125-year history that Dr Pepper will advertise during the National Football League championship, which will be broadcast by CBS Corp. on Feb 7.

The soft-drink maker's commercial for the big game will feature rocker Gene Simmons and his Kiss band mates. Mr. Simmons starred in a Dr Pepper Cherry ad campaign in March, which introduced Dr Pepper Cherry.

CLICK HERE for the entire story at Wall Street Journal online

Puck Up: Geico, NHL Form New Partnership

The National Hockey League received a boost with Geico signing a multi-tiered sponsorship deal with the league.

The big-spending Geico is now the official insurance partner of the NHL, an agreement that comes with some exclusivity for advertising on several league-controlled platforms.

Separately, the deal includes TV inventory on NHL games on NBC, including the Stanley Cup playoffs, and real estate on national cable outlets and NHL digital platforms.

Then again, there isn't much in the way of sports that the insurer doesn't have some sort of affiliation with.

CLICK HERE for the entire story from MediaDailyNews

Saturday, January 02, 2010

New focus for film marketing - TV still cornerstone

Today, marketing mavens are still building their promo plans around TV, but the old reliables are anything but.

Marketing remains as shrouded in secrecy as the inner workings of the CIA. And while studios are cutting costs across the board -- slashing talent salaries, reducing the number of movies they finance and produce, and laying off staffers -- they fork over as much as ever on marketing. But where they're spending that money is shifting.

CLICK HERE for the story from Variety