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