Monday Night Markting News from Mediapost

Click & Read:

Automotive

by Karl Greenberg

The new Facebook integration on GMC.com and Buick.com lets consumers who are building and configuring Buick and GMC vehicles save them in their own directory on the site and then share the configured vehicles with Facebook “friends” who can post comments or “like” their customized selections. …Read the whole story >>

Entertainment

by Aaron Baar

“It’s a big announcement, and it’s gotten a lot of press, so the attention’s been magnified,” Ted Marzilli, CEO of YouGov BrandIndex, tells Marketing Daily. “When you look at the metrics we track, they’ve moved in a statistically relevant negative way.” …Read the whole story >>

Restaurants

by Tanya Irwin

“Outdoor provides mass reach, but the campaign is really designed to target our loyal and less frequent customers (with boards strategically located near the restaurants) to create awareness of the new menu items, and provide a reason to visit again now,” Dailey President Tom Lehr tells Marketing Daily. …Read the whole story >>

Retail

by Sarah Mahoney

“I was surprised to see that consumers are treating grocery shopping as a sport now,” Pat Conroy, Deloitte’s vice chairman and U.S. consumer products practice leader, tells Marketing Daily in an email. “They are no longer feeling like victims and instead have a mindset that [says] ‘I can beat you at your own game when it comes to shopping in spite of you raising prices and decreasing package size’.” …Read the whole story >>

Packaged Goods

by Karl Greenberg

The truck, a bright purple affair, matches the color scheme and packaging of the newest Trojan vibrator product, the Twister. It is also meant to look like food vans plying the streets of New York that are all the rage in Manhattan and Brooklyn these days. The van is hitting nightspots in the two boroughs next week to show off the products and do some sex education on the side. …Read the whole story >>

Advertisements

Social Media Advertising?


I have some very strong opinions about using social media to advertise your business.

Most of it is annoying.

Because…

Most of those doing it are not doing it right.

What are “they” not doing “right”?

They are treating it as a traditional advertising avenue, where you try and sell stuff by pushing out your stuff to anyone and everyone who may follow you, like you or add you to their Google+ Circles.

The right way, in my opinion is to:

Be social. That means conversational. Talk, listen, respond. This is two-way conversation.

Target. There are people who want to spend money with you, and if you take a strategic approach to find those folks and stop blasting the rest of us to the point of annoyance, you can use Social Media Channels to enhance your business reputation and sell stuff too.

The RAB shared this report:

Two-Thirds of Local Merchants Advertise on Social Network; One-Fifth Use Facebook

According to MerchantCircle, new local ad offerings from Facebook are making inroads with local merchants and may put increasing pressure on Google and pure-play deals companies such as Groupon for share of local marketing budgets. With its huge consumer adoption, ease-of-use and low barrier to entry, Facebook continues to be the most popular digital site for merchants to market their business, though, overall, 66% are using the social network for marketing.

The survey shows 22% of local merchants have used Facebook Ads, two-thirds would use them again and show increasing favorability towards group deals, with 77% now saying they would offer another daily deal.

Darren Waddell, vice president of marketing at MerchantCircle, says “Facebook…has established (itself) as an important marketing channel for local businesses… and is effectively parlaying this popularity into local ad sales…”

Key conclusions from the survey include:

1. Facebook continues to be the most popular way for merchants to market their business, with 66% overall using the social network for marketing. Facebook’s targeted display ad offering boasts a remarkable 94% awareness rate among local merchants.

  • 22% of merchants report having used Facebook ads since its launch
  • 65% of these merchants say that they would use the service again
  • 67% say because of ease of use
  • 65% say the top reason for continuing is the ability to start and stop campaigns

However, of the 35% of merchants who said they would not advertise with Facebook again, 69% said that the ads did not help them to acquire new customers, and 35% said the ads were too expensive.

2. The study indicates that familiarity with Facebook and Google will make these well-known brands a strong alternative to Groupon and LivingSocial, with 52% saying that familiarity with these brands would lead them to choose Facebook Deals or Google Offers over competitive offerings. Other reasons for choosing:

Facebook

  • Bigger audience size (26%)
  • Better local targeting (21%)

Google

  • Bigger audience size (42%)
  • Brand reputation (34%)

3. While three months ago, only 50% of merchants who had tried offering a group deal said they would do so again, 77% now say they would be willing to offer another daily deal, 58% citing effectiveness in customer acquisition, 30% favorable deal structure, and 24% profitability of the deal as their top three reasons.

Among those who wouldn’t offer another daily deal, 42% said that it was not effective in customer acquisition, 25% said it was too costly and 24% said they lost money.

Mixed opinions about the medium’s effectiveness for customer acquisition may be contributing to its slow growth among local merchants. This is not for lack of aggressive sales and marketing efforts, notes the report. 34% of respondents who offered a daily deal did so after being contacted by a sales rep, or 31% seeing an ad for the service.

4. Investment in traditional offline marketing methods continues to decline among local merchants. Over the past three months:

  • Use of print advertising dropped from 27% to 24%
  • Use of print Yellow Pages declined from 37% to 29%
  • Use of direct mail decreased from 28% to 26%

The popularity of location-based marketing services has also dropped over the past quarter. Data shows that 22% of businesses are using Facebook Places to market their business, while just 7% are using Foursquare. This is trending downward from the last survey in January 2011, when 32% said they were using Facebook Places and 9% said they were using Foursquare.

In spite of the hype around mobile marketing, just 18% of merchants report doing any sort of mobile marketing or advertising. Lack of understanding continues to be a major barrier to adoption: 71% of merchants state that they don’t have a good idea of how to reach consumers via mobile marketing. Additionally, only nine% said they own a tablet, with 9% said they planned to buy one in the next six months.

5. Local merchants continue to have little time or money for marketing. 61% of local merchants are spending less than $2,500 a year on marketing, and 73% have no plans to raise their budgets this year. Time is also a critical issue for merchants, with 37% citing lack of time and resources as their top marketing challenge.

(Source: The Center for Media Research, 06/28/11)

Friday Night Marketing News from Mediapost

Click & Read:

Automotive

by Karl Greenberg

Believe it or not, it seemed both totally appropriate and totally inappropriate that Hyundai Motor America held its Northeast press event for two of its cars at the luxurious/rustic Blue Hill Farm and restaurant on the sprawling Rockefeller estate in Tarrytown, N.Y. …Read the whole story >>

Packaged Goods

by Tanya Irwin

Secret consumers will also be able to show support for “Mean Stinks” by purchasing a T-shirt at the eStore via the Facebook page. Secret is also launching an iAd for the program on Apple’s mobile advertising network and will donate $1 for every user who saves a “Mean Stinks” wallpaper to their iPhone and iPod touch when they see the ad in their favorite apps. …Read the whole story >>

Retail

by Sarah Mahoney

While the shoes themselves may evoke ’80s flashbacks, the new campaign is pure urban club culture. It includes 25 dancers, 150 extras and choreography from Hi-Hat, as lasers, smoke and an acrylic box create a multidimensional Classic R, enclosed within a box. …Read the whole story >>

Electronics

by Aaron Baar

The television and Internet video campaign, with the tagline “Tougher is Smarter,” depicts the phone going through a series of real-life tests designed to show off its military-grade specifications, which include being able to withstand extreme temperatures, vibration, drops and submersion. …Read the whole story >>

Automotive

by Karl Greenberg

Josh Donnelly, who works in Fiat brand marketing, tells Marketing Daily that the goal was to create an app that wasn’t a flash in the pan. “When we sat down with the creative team, my mission was to create an application that people want to open frequently,” he says. …Read the whole story >>

Thursday Night Marketing News from Mediapost

Click and read these as bedtime stories… if you want:

Restaurants

by Aaron Baar

“The Olympic Games bring the world together unlike any other event,” said McDonald’s global marketing officer Dean Barrett during the webcast. “This one-year-out date is important for us because for London 2012, every dimension of our sponsorship will be bigger and better than ever.” …Read the whole story >>

Retail

by Sarah Mahoney

The National Retail Federation is predicting that parents will keep the reins tight this back-to-school season, spending an average of $603.63 on apparel, school supplies and electronics, just under the $606.40 predicted last year at this time. …Read the whole story >>

Hospitality

by Tanya Irwin

Drury Inn & Suites, Embassy Suites Hotels, Holiday Inn, Homewood Suites, Hotel Indigo, Microtel Inns & Suites and The Ritz-Carlton rank highest in customer satisfaction in their respective segments, although overall hotel guest satisfaction has declined. …Read the whole story >>

Research

by Karl Greenberg

Nearly nine out of ten LGBT adults (versus about 75% of heterosexual adults) said they are likely to consider a brand that is known to provide equal workplace benefits for all of their employees. Nearly half said they are extremely or very likely to consider such brands. …Read the whole story >>

Telecom

by Erik Sass

Pandora’s push to become a multiplatform service got a boost this week with Verizon’s announcement that it will make the personalized Internet radio service available to FiOS TV subscribers in major media markets. …Read the whole story >>

New Ad Campaigns

from Amy at Mediapost:

Handlebar moustaches. Bubblegum love. The “V” on the big screen. Let’s launch!

ToshibaToshiba thought of everything when crafting its TVs and laptops. In one ad, a flat-screen model is ready to ship if WiFi isn’t included. This makes the head honcho think of every worst-case scenario possible, like when a plug that can’t reach the TV causes a chain reaction that redirects a satellite, altering a car’s GPS, directing a woman to drive off a cliff. And she does. Watch it here. Should a laptop ship without an impact-smart hard drive? Sure, if you love zombies. A laptop is dropped, then plugged into a power grid that leads to a North American power outage. Drinking spoiled milk turns people into zombies (who knew?) leading the head honcho to insist on an impact-smart hard drive, thereby avoiding the zombie apocalypse. See it here. goodness Mfg. created the ads, directed by Ulf Johansson of Smith and Jones.

Sony/IntelThe conclusion of “Project Shiphunt” is 5:30 long, but worth watching. Back in May, Sony and Intel gave five high school students from Saginaw, Mich. a challenging mission: use Sony laptops with Intel core processors to locate shipwrecks in deep water off Presque Isle in Lake Huron. What an adventure. Working with scientists, the kids found a shipwreck, the M.F. Merrick. Watch it here. The kids also found a second shipwreck, the Etruria, all of which will be documented on an hour-long special Aug. 30 on Current Media. 180LA and @radical.media created the campaign.

Powell Street PromenadeWhat I love most about this initiative is that a car company improved two blocks of pedestrian walkways for San Francisco resident and tourists. To promote the Audi A7, the brand and its agency, Venables Bell & Partners, teamed up with the Union Square Business Improvement District to launch The Audi Design Project: Progress on Powell Street. Designed by Walter Hood, The Powell Street Promenade transformed two blocks between Ellis and Geary Streets into an area where people can eat, relax and use free WiFi. An additional six feet of pedestrian space was added, making room for custom-designed aluminum benches, planters, tables, rails and bike parking. LED lights illuminate the space via power collected from solar panels. Check out the finished product here and here.

Summer's EveIt takes a lot for me to talk back to the TV — or the big screen, for that matter. But there I was last Saturday night, hunkering down to watch “Harry Potter and the Deathly Hallows: Part 2” when a preview started. Or so I thought. It was a look-back in time. There was a powerful Cleopatra addressing her legion of followers, men jousting for a woman’s heart, kung-fu moves I swore Ang Lee was behind and a woman in the grocery store buying Summer’s Eve for her “V.” The teenage boys sitting nearby laughed awkwardly, I yelled out “WHAT?” and made a mental note to track this ad down so I could write about it today. “The V” campaign is not only running in National CineMedia’s FirstLook pre-feature, but it’s also a TV spot. See it here. There’s also an educational Web site called “ID the V,” where users can take a quiz to ID the V. The Richards Group created the campaign.

Heineken LightHeineken Light launched “Handlebar Moustache,” the latest spot in its “Occasionally Perfect” campaign. The first ad highlighted the right and wrong times to rock a snakeskin jacket. This time around, it’s an ode to the handlebar moustache. The modern-day man with the old-school facial hair has a hard time on crowded buses or kissing an acquaintance hello. When the man is thrust into a bare-knuckled boxing match, it’s as if the planets have aligned. He knocks his opponent down and gets a kiss from a pretty lady watching the fight. See the ad here, created by Wieden+Kennedy New York.

MTVMTV International launched “Bubblegum Love,” an animated story of first love. It’s 20 seconds of a teenage girl falling in love for the first time. Cue the butterflies in stomach, flying heart butts, exploding flowers and squirting volcanoes. Paging Dr. Freud. See the ad here, created by MTV World Design Studio Milan and directed by David Lobser of Blacklist.

Jack DanielsJack Daniel’s launched “As American As,” a TV spot highlighting American-made objects from the past: a jukebox, old TV, motorcycle and electric guitar. “Here’s to the American Spirit,” closes the ad, along with a glass of Jack Daniel’s. Watch it here. There’s also a Facebook app chock full of creative and posters that users can download or purchase. Arnold Worldwide’s Boston office created the campaign.

USA Pro CyclingThe USA Pro Cycling Challenge launched a campaign today to promote its inaugural race in August. More than 100 professional cyclists will take on the terrain of the Colorado Rockies. Outdoor ads will run throughout Colorado, and print ads will be found in USA Today, The Denver Post and Velo News. My favorite print ad, seen here, shows a bevy of cyclists with the Rocky Mountains behind them. “Pain is climbing 12,000 feet and finishing second” reads the copy. VML created the campaign.

Sausage AppRandom iPhone App of the week: Did you know that it’s the Summer of Sausage? It is for Whole Foods Market‘s Mid-Atlantic region. But you don’t have to live in the area to partake of the festivities. The company launched an app with recipes, a store locator, a sausage contest and a ’60s-themed “dress your sausage” game. Come fall, the app will automatically update with a new seasonal food to eat. The Watsons created the free app, available in the App Store.

Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at amyc@mediapost.com.

Wednesday Night Marketing News from Mediapost

Click & read:

Spirits

by Tanya Irwin

Fans are encouraged to go to the page and check out the FanBridge-powered tab, “A Band Apart.” FanBridge and Flavorpill have teamed up to let people check out independent artists in their hometown on Stoli’s Facebook page, listen to a music sampling and vote for their favorite. …Read the whole story >>

Retail

by Sarah Mahoney

With the economy still feeling unsteady, people plan to spend just about as much as they did last year on back-to-school purchases, reports the NPD Group. But marketers from Timberland to Macy’s to Walmart are out to increase their share. …Read the whole story >>

Research

by Karl Greenberg

The firm’s “Marketer Perspectives on Mobile Advertising” study of 300 top-level brand-marketing executives includes a prediction that a much bigger increase is coming over the next two years, initially driven by marketing programs on smartphones. …Read the whole story >>

Electronics

by Aaron Baar

“Virtually every product is being overshadowed by these mobile connected devices,” Steve Koenig, the CEA’s director of industry analysis, tells Marketing Daily. “Those are the products that are in demand. There’s a lot of value, and the utility of these devices — especially for smartphones and tablets — with [the availability of] apps, is infinite.” …Read the whole story >>

Automotive

by Karl Greenberg

Mountain biking is huge, but riders are a solipsistic lot who’d rather go it alone than join clubs. That is a problem the International Mountain Bicycling Association hopes to solve with its first new campaign in two years. Instead of focusing on tribalism, the campaign talks up how the organization and its network of clubs helps bikers do what they want to do most. …Read the whole story >>

by David Goetzl

The chief executive at Coca-Cola, one of the world’s largest marketers, bluntly said Tuesday that the economy continues to drag in many countries, including the U.S., and the struggles extend beyond low-income individuals. …Read the whole story >>

Tuesday Night Marketing News from Mediapost

Click & read, I’m after a cold one…

Automotive

by Karl Greenberg

The campaign, via AOR Southland, Mich.-based GlobalHue, sets the stage with a four-page insert in Monday’s USA Today spotlighting the list of third-party endorsements and awards the vehicle has won over the year since it launched. Jeep, which says the vehicle is its most-awarded SUV ever, is citing the 30 or more such kudos in the piece. …Read the whole story >>

Research

by Karl Greenberg

Ad agencies, take note: while marketers say they are boosting budgets this year, marketing chiefs are looking for integration, alignment, visibility and (of course) ROI, per the CMO Council’s fifth annual State of Marketing Report. …Read the whole story >>

Beverages

by Karlene Lukovitz

African-American teens not only spend $96 more per month than the average teen, but exert far-reaching influence on mainstream cultural trends, points out Seth Freeman, senior brand manager, sparkling beverages, African-American marketing for Coca-Cola North America. …Read the whole story >>

Restaurants

by Aaron Baar

Beginning this month, the Costa Mesa, Calif. company’s “Feel the Mexcellence” campaign showcases the restaurant’s passion for flavor, preparation and in-store experience. Television commercials in the campaign show off the chain’s signature citrus-marinated grilled chicken and other handmade items. …Read the whole story >>

Financial Services

by Tanya Irwin

The effort, from Ogilvy & Mather, includes TV, radio, print, online, digital, out-of-home, branded content, search, events, social and multicultural. TV breaks July 18 on high profile network and cable shows with print ads breaking in the fall. …Read the whole story >>

Food

by Sarah Mahoney

“As companies respond to the new U.S. nutrition guidelines, it appears that the most important issue is largely ignored by CPG companies — portion size. Hundred-calorie packs helped the U.S. consumer think about easy ways to control consumption, but today the packages are less focused on just 100 calories and more focused on providing additional benefits.” …Read the whole story >>