Saturday, May 07, 2011

Classic Ad of the Month

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Selling Insurance to 20 Somethings

When I bought my first car or opened my first bank account, I did what most teenagers do, I used the same bank and insurance agent that my parents used.

But then in my 20's when I left town and started my own family, I needed to find a new bank and a new insurance agent.

30 years later, my kids are doing the same. Here's some tips on how to reach them from Mediapost:

Business Success Moves Beyond Marketing
I recently had the pleasure of judging the Effie's and it was clear that many marketers have been reworking their marketing to appeal to Millennials. We all understand they are the next big bubble in the snake of population. From travel to health and beauty, some brands are making great strides.

I think a good current example is the State Farm marketing program. I intentionally use the word "program" because it goes way beyond an ad campaign. Becoming relevant to a socially driven audience in a regulated and compliance driven world like insurance is no easy task but State Farm knew that, to be successful, it had to become part of the conversation. And that it did.

New TV (some of which even makes this Boomer laugh out loud) brought it into the lexicon of popular youth culture while building on a key brand asset, its longtime "State Farm is there" jingle. Millennials seek authenticity, and one of the great things about this program is that it's authentic to the State Farm brand and to the social and participatory nature this audience loves. State Farm lets viewers choose different endings to itd spots on Facebook and, eventually, it incorporated other pop culture icons from video blogger Philip DeFranco to LeBron James and music group Wilco; each in its own authentic way.

It knew it was successful when Millennials made it their own. Commercial parodies appeared on You Tube, and t-shirts emerged saying, "Can I get a hot tub?' a key line from one of the commercials.

While this reinvention is reportedly driving business growth, I think brands are missing an opportunity if they don't go a step farther. In addition to reinventing its brand to be more social and relevant, ultimate success will come when a brand can actually change the way it does business to better fit a Millennial's life.

Chase is a good example. You may have seen the commercials depicting a young couple on their wedding night using their mobile Chase app to deposit checks directly into their bank account by taking a picture of the check. Or a more recent spot showing a Millennial guy doing the same thing from the comfort of his designer chair. At first glance, I dismissed the commercials, especially the wedding one. Are bank deposits really what people think about on their wedding night? But upon further thought, that ability is really smart. It's the perfect marriage (no pun intended) of technology and the immediacy this generation craves. Obviously, Millennials were raised with both online banking and a phone in their hand, so it's no surprise that it fits their world. But even better, it's good for the bank.

According to a Javelin Strategy & Research Study, financial institutions can expect to spend $60 less in operational costs annually for each Gen Y customer than for other customers because Gen Y's are more likely to bank online and pay bills electronically. Additionally, banks can save over $13 per Gen Y customer if 50% of them ask customer service representative questions through online banking rather than through branches and call centers.

I have to assume Chase was not just concerned with cutting costs or it could have stopped where Bank of America did. Right after the Chase commercial, I saw a Bank of America spot touting the ability to deposit checks directly into an ATM. Having to stop at an ATM misses the opportunity to leverage technology Millennials are comfortable with in a way that saves time and satisfies their need for immediacy. It would be interesting to see how State Farm could take its newfound connection with Millennials to the next level. Perhaps quotes from the State Farm Nation Facebook page or discounts for friend referrals?

Both banking and insurance are old regulated industries, and both State Farm and Chase have found different ways to reinvent for Millennials. Finding the perfect marriage of your business drivers and the needs of Millennials isn't easy. But, ultimately, if you can go beyond just reinventing your marketing to also reimagine the way you do business with this group, the impact can be huge and long lasting.

Mike Doherty is president of Cole & Weber United. He is a marketer with more than 25 years of experience creating effective growth strategies for a diverse group of clients. Working on both the agency and client sides of the business, Mike's passion lies in helping clients find new ways to go beyond the boundaries of traditional advertising to effectively engage customers in branded experiences.

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It Starts with You

from Harvey:

Believe in yourself even when no one else does

By Harvey Mackay

"Some people succeed because they are destined to, but most people succeed because they are determined to."

When Henry Ford said those oh-so-true words, he wasn't just talking about himself -- even though he is the epitome of determination. He went belly-up several times, but never lost sight of his goal. He believed in himself and in what he was doing. In the end, he was so right.

Don't ever let anyone tell you that you can't accomplish your goals. Who says you're not tougher, better, harder working, smarter and more able than your competition? It doesn't matter if they say you can't do it. The only thing that matters is if you say it. If you believe in yourself, there's hardly anything you can't accomplish.

Most actors fail before they succeed. Gene Hackman and Dustin Hoffman were both voted by their acting classmates as the "Least Likely to Succeed." And how many of those classmates can boast an Academy Award? Woody Allen failed in both the motion picture production classes he attended in college. Lucky for him, his film audiences gave him better grades. Harrison Ford was told by movie executives that he simply didn't have what it takes to be a star. Of course, he proved them wrong by starring in the Star Wars trilogy, the Indiana Jones series, and a string of movies that have grossed over $6 billion!

Some of the most successful singers in history have overcome bumpy starts as well. Diana Ross and the Supremes were flops on their first nine records, but the tenth took them to the top of the charts. After only one performance, Elvis Presley was fired in 1954 by Jimmy Denny, manager of the Grand Ole Opry, who told him, "You ain't going nowhere, son. You ought to go back to driving a truck." One recording company executive told The Beatles, "We don't like their sound, and guitar music is on the way out."

What part of "no" didn't these people understand? The part that said "no confidence." They had every confidence that they could achieve and succeed.

Business legends are no different. We all know about inspirational success stories like Bill Gates, Col. Harlan Sanders and R.H. Macy.

But do you know about Soichiro Honda? Many of you have driven his cars, used his lawn mowers and ridden his motorcycles. Honda was turned down by Toyota Motor Corporation for a job as an engineer, so he started making scooters and finally started his own company. Honda Corporation says: "We see the world not as it is, but as it could be. We see the world through the eyes of dreamers. Because we are a company founded by a dreamer. And we are a company built on dreams."

As I've said so many times, if we want to triple our success ratio ... we might have to triple our failure rate.

Surround yourself with top-quality people and truly listen to their input. Don't wait until it's too late to change. Start to take the true measure of your success now. What do you possess that you can offer to other people, to your community, to the world?

To simply ask the question, "How can I make a difference?" is to answer it, because the answer is to never let yourself stop asking the question.

I've asked myself that question hundreds of times. Maybe thousands. And any time I feel like quitting I just look at a framed poster I have hanging in our office:
  • He failed in business in '31.
  • He ran as a state legislator and lost in '32.
  • He tried business again in '33 and failed again.
  • His sweetheart died in '35.
  • He had a nervous breakdown in '36.
  • He ran for state elector in '40 after he regained his health.
  • He was defeated for Congress in '43, defeated again for Congress in '48, defeated when he ran for the Senate in '55 and defeated for vice presidency of the United States in '56.
  • He ran for Senate again in '58 and lost.
This man never quit. He kept trying till the last. In 1860, this man -- Abraham Lincoln -- was elected president of the United States.

Mackay's Moral: You must believe if you want to achieve.

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Friday, May 06, 2011

Moms, Oreos, and other Stuff

I have a package of Oreo's in my kitchen that I bought recently due to Twitter.

Now it wasn't a paid tweet or anything like that, it was a conversation that led to a blog post and, well I'll write about it next week. on this site:

In the meantime, the Friday Night Marketing News Update from Mediapost:

by Karlene Lukovitz
The Oreo spot -- which has no dialogue (just music in the background) and ends with the simple message "Happy Mother's Day from milk's favorite cookie" as the mom and kids enjoy their treat -- scored 628. That's well above the 522 Ace Score that is the norm across the 10,000-plus TV commercials (across categories) in Ace's databank. ...Read the whole story >>
by Aaron Baar
The products these advocates are not just talking up products that garner a lot of attention, either. According to the research, they are two times more likely to discuss household products and children's products (and three times more likely to talk about personal care products) than typical web users. ...Read the whole story >>
by Sarah Mahoney
"Consumers of these products are in an optimistic mood," Karen Grant, VP/global industry analyst for NPD's beauty sector, tells Marketing Daily. "They're kind of settled. The sky didn't fall after all, and now there's a desire to treat oneself again." ...Read the whole story >>
by Tanya Irwin
The deal will allow Carnival to reach music fans before, during and after live shows through Live Nation's multi-channel distribution platform, VIP priority seating, in-venue visibility, fan interaction and exclusive artist access. The program, which is Live Nation's first-ever partnership with a cruise line, begins this month. ...Read the whole story >>
Packaged Goods
by Karl Greenberg
Said Linda Mummiani, creative director and "Pantene visionary" at AOR Grey New York, "We're digging into how women really relate to their hair and why -- all the crazy things we all do to make it look great -- and what a meaningful place it really does have in our sense of self." The brand will also have content on the products and Mendes and Watts on its Facebook and Twitter pages. ...Read the whole story >>
by Sarah Mahoney
The late Easter holiday sent consumers shopping after all, with the nation's biggest retailers turning in solid gains for April. And some were downright stellar: Limited Brands says its comparable-store sales gained 20% for the month, with the new Dream Angles lingerie launch driving sales up 25% at its Victoria's Secret division. A few teen retailers also stood out, with sales climbing 17.5% at Zumiez and 14.5% at The Buckle. ...Read the whole story >>

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Ronald, Jared & the Mermaid?

Last week it was announced that Starbucks was successful again.

The past few years we have seen a change in consumer spending habits and some companies adjusted while others died.

On a personal note, my wife switched from Starbucks to McDonalds for her daily coffee consuption. She was motivated by price.

I have actually increased my Starbucks visits in the past year. Why? It wasn't the coffee, but the wifi service. There used to be a couple of local shops near my office that I would give my money to for a cup of java and free internet service. Problem was they went out of business or their internet was not always working.

Meanwhile Starbucks switched over to free wifi and now they get some of my coffee cash, along with a couple other locally owned coffee shops.

Over the past couple years, I've been scolding Starbucks for the way they were doing business and it turns out even though they've made plenty of mistakes, they are healthy again.

Number 3 on this list from

Starbucks Becomes No. 3 U.S. Chain, Passing Burger King and Wendy's

McDonald's Is No. 1, Subway No. 2, as Burger-and-Fry Perennials Slip on Restaurant List Despite Heavy Ad Spending

Starbucks, just a few years ago a flailing company closing hundreds of locations, has become the No. 3 restaurant chain in the nation, surpassing Wendy's and Burger King, according to Technomic's recently released 2011 Top 500 Chain Restaurant Report.

For years the top three chains in the U.S. were burger-and-fry heavyweights McDonald's, Burger King and Wendy's. Now Starbucks is surpassed only by McDonald's and No. 2 Subway.

According to the report, Technomic estimates that Starbucks posted about $9.07 billion in U.S. sales, up 8.7% from the prior year, giving the coffee giant 57.2% share in the coffee and other beverage category.

McDonald's, perennially No. 1 in U.S. sales, had about $32.4 billion in U.S. sales in 2010. Subway, despite having about 9,000 more locations in the U.S. than McDonald's, had about $10.6 billion in U.S. sales, according to the report.

Top 10 U.S. Restaurants, per Technomic
  1. McDonald's
  2. Subway
  3. Starbucks
  4. Burger King
  5. Wendy's
  6. Taco Bell
  7. Dunkin' Donuts
  8. Pizza Hut
  9. KFC
  10. Sonic Drive-ins

Burger King, on top of recent marketing-management and ownership changes, as well as being on the lookout for a new agency since it announced it was splitting with CP&B after a seven-year relationship, is facing a sales slump. According to Technomic, Burger King, No. 4 on the top 500 list, had about $8.7 billion in U.S. sales, down 2.2% from 2009. In terms of the hamburger category, as well as restaurant chains overall, Burger King could potentially lose to No. 5 restaurant Wendy's, a chain nipping at Burger King's heels with $8.3 billion in U.S. sales, according to Technomic.

In last year's top 500, which ranked chains by 2009 U.S. sales, McDonald's was No. 1 with $31 billion, Subway was No. 2 with $10 billion, Burger King was No. 3 with $8.9 billion, Wendy's was No. 4 with about $8.4 billion and Starbucks was No. 5 with just more than $8.3 billion.

Starbucks last year aggressively upped it measured media ad spending, according to Kantar, doubling it to $94.4 million, up from $47 million in 2009. Still, it doesn't come close to the measured media spending of Wendy's and Burger King. Wendy's in 2010 spent $283.4 million, down from $293.4 million in 2009, according to Kantar. Burger King, pulling back over the years on its outlay, shelled out about $301 million on domestic measured media in 2010, down from $308 million in 2009 and $327 million in 2008. McDonald's spent about $887.8 million on U.S. measured media spending in 2010, up from $872.8 million in 2010.

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18 seconds

from my email:

Daily Sales Tip: Develop a Powerful Introduction

The majority of salespeople fail miserably at this. I recall talking to a person I met at a networking event and after a 15-minute conversation, I still had no idea of what she did or what service she provided to her clients.

Jeffrey Hayzlett, former CMO of Kodak, suggests that you have 18 seconds to capture someone's attention and an additional 100 seconds to convince them why they should continue a conversation or schedule a follow-up call or meeting.

Is your introduction powerful enough to capture the attention of new prospects?

Source: Sales consultant/author Kelley Robertson

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Thursday, May 05, 2011

Absolutly Nothing About Cinco De Mayo

in tonight's Mediapost Marketing News Update:

by Karlene Lukovitz
Starbucks has partnered with MOG Music Network (MMN) to provide music fans with exclusive access to video coverage of the Bonnaroo Buzz Tour leading up to the Bonnaroo Music & Arts Festival (June 9-12 in Manchester, Tenn). The coverage is sponsored by Starbucks' Frappuccino beverages line. ...Read the whole story >>
by Sarah Mahoney
So far this year, sales are up smartly: In both February and March, Bain says both department store and direct-owned luxury chains saw double-digit growth from the prior year. And orders for the fall season are up sharply, particularly for accessories, leather goods and hard luxury categories such as jewelry and watches. ...Read the whole story >>
Packaged Goods
by Karl Greenberg
Pennzoil is focusing on its customers -- how they feel about the brand and how it helps them -- in a new effort, launching this week. The campaign, via Southfield, Mich.-based Doner, includes television, radio, print, out-of-home, in-store, online banners and videos, and a Web site takeover on ...Read the whole story >>
by Karl Greenberg
What it found avers the "revenge of the nerds" dictum that the kids you kicked around in shop class are making more money, traveling more, buying cooler things, having more fun and probably influencing your own purchase decisions on things like medicine, gadgets and how to invest. ...Read the whole story >>
by Tanya Irwin
JetBlue Getaways will award one lucky winner with a two-night, three-day vacation package to a partner property, the Hotel Palomar Los Angeles-Westwood, a Kimpton Hotel and one of the airline's most pet-friendly destinations. Selection of the winning Twitter photo will be determined by popular vote by the airline's 13,000 crew members. ...Read the whole story >>
by David Goetzl
Noted author Arthur Middleton Hughes, vice president at the Database Marketing Institute, said a larger share of a company's marketing budget can go to email, if email marketers demonstrate to C-suite executives how email can produce a high "lifetime value" for a particular customer. ...Read the whole story >>
But Happy Cinco anyway..

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New Ad Campaigns

From Amy at Mediapost:

Climb every mountain. "Find your strong." The return of "Burger Man." Let's launch!

1Ever have your mind wander while your meal cooks in a microwave? Lean Pockets launched four videos on its YouTube and Facebook pages that follow the quirky imagination of a young woman named Heidi as she cooks her pretzel bread Lean Pocket, a new product. There's no branding in any of the videos, since they are running only on branded Lean Pockets sites. In one video, Heidi beats a woman twice her size in an arm wrestling match, only to have a pint-sized version of her opponent rise from kneaded dough. See it here. In another scenario, a group of women line up to braid each other's hair. Heidi gets stuck braiding a horse's tail. Watch it here. Heidi dons her lederhosen in the next video, spins on a table and puts her lint roller to work. See it here. Heidi plays a game of milk pong in the final video, and ends up with a milk facial. Her rival is quite good at milk pong. Watch it here. Publicis New York created the campaign.

2Gamers, get excited about the release of Call of Duty Black Ops' expansion pack, Escalation. There's a new level added featuring George Romero and the stars of his latest "film," "Call of the Dead": Sarah Michelle Gellar, Robert Englund, Michael Rooker, and Danny Trejo. The actors show up for work thinking it's another day on the job -- when in fact, the zombies they are fighting are real. The game trailer is set in typical "grindhouse" fashion, but I could have done without Robert Englund saying, "This must be a nightmare." See it here. Remember Burger Man from last year's Call of Duty: Black Ops ad? He's back in a trailer for Escalation that promotes the game's 5-map combo. Each map option is an order option in burger man's restaurant. Clips from each map are shown, along with burger man's cleanliness skills. The spot ends similarly to burger man's previous appearance, with his arms held to the side (albeit holding bags of food this time) and an explosion behind him. Watch it here. TBWA/Chiat/Day LA created the campaign.

3A man climbs Everest, circa 1953, in the first of two great ads for Carlsberg beer, but his reasoning is not what you'd expect. He can't celebrate the success of being the first man to climb Everest. He's in a race against time to plant an antenna, return to a remote bar with the other end of a massively long wire, connect it to the bar's TV and watch a soccer match. For that, the man earns his Carlsberg. Too bad the antenna falls down. See it here. An astronaut must BYOB to the moon in a second ad, seen here. It's 1969 and an Apollo astronaut brings a lawn chair and cooler of beer onto the moon's surface. When he realizes he can't drink his beer and gaze at the earth, the astronaut says, "Houston, we have a problem." Fold 7 created the ads, edited by Cut + Run.

4Saucony launched its first-ever TV spot, asking runners, "What is strong?" Good question. As a runner, I can totally relate. Shaving minutes off a previous PR would be ideal, yet even shavings seconds from a PR is a massive accomplishment. As track runners, trail runners and roadrunners dig deep, a voiceover asks: "Is it [strong] measured in miles or milliseconds? Is it your best time or your worst day?" The spot ends with a shirtless runner making his way through scenic hills, and copy stating: "Find your strong." Watch the ad here, created by Mechanica and produced by Shilo.

5You have to be a moron to climb the office rankings, according to a man that's not so travel-savvy. The head honcho searches numerous travel sites looking to score the cheapest deal, when all he needs to do is visit, a site comparing the best deals from numerous travel sites. To further prove his point, the "moron" asks his boss, Mr. Carroll, if he's a bright man. Mr. Carroll is standing beside a portrait of himself as he waves his cane in the air, shouting, "No I'm not." See the ad here, created by Barton F. Graf 9000.

6"If it tastes good, eat it." This is one of the many truths Carl's Jr. believes in "Anthem," a 60-second spot where the brand makes no apologies for using hot models in their advertising. "Because ugly ones don't sell burgers." Using the new tagline, "Just the way it is," the spot features cameos by Kareem Abdul-Jabbar and Olivia Munn, who ride "water motorcycles" with a Carl's Jr. employee. My favorite truth is: "We believe in burgers. Big, fat, juices-running-down-your-arm kind of burgers." Watch the ad here, created by David&Goliath.

7Another "anthem" campaign launched this week, this one from Gatorade. The brand launched "Inside Edge," highlighting its G Series products, along with the newly launched G Series FIT line of products. The ad uses James Brown's "Super Bad" song -- and if this tune doesn't make you want to get up and move, nothing will. Track and field Olympian Allyson Felix, soccer goalkeeper Tim Howard, NFLer A.J. Hawk and tennis player Serena Williams, among others, star in the spot and are shown either before, during or after their workouts, using Gatorade products dependent on the situation. Watch the ad here, created by TBWA/Chiat/Day LA.

8Time Warner Cable promoted its media sponsor status for the Tribeca Film Festival in a unique way. Since it was able to offer subscribers same-day access to movies screened at the festival, it brought a New York subway station... to Charlotte, N.C. The MTA Subway station, complete with chipped paint and actual typeface used in New York subways, was installed in the Wells Fargo Atrium. The installation includes fake steps that appear to lead underground and destination copy that reads: "Tribeca" Downtown & Brooklyn, BDFV." See the campaign here and here, created by Ogilvy & Mather and OgilvyAction.

9Random iPhone App of the Week: Heineken StarPlayer is a live, dual-screen soccer game that lets fans watch UEFA Champions League matches on television and at the same time play the games live in real-time, on a computer, iPhone or iPod touch. AKQA created the app, available for free from the App Store.

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

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The opposite of Risk is often Paralysis.

Having been in the sales business for several years and only earning money when the deal is signed and paid for, I've come to realize that the fear of failure is not worth giving into.

Seth Godin has a few thoughts on this subject:

The flip side

It's impossible to have a coin with only one side. You can't have heads without tails.

Innovation is like that. Initiative is like that. Art is like that.

You can't have success unless you're prepared to have failure.

As soon as you say, "failure is not an option," you've just said, "innovation is not an option."

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Wednesday, May 04, 2011

Sweethearts, Sweet rides & Sweet Stuff

They're all included in the Wednesday night Marketing news from Mediapost:

by Aaron Baar
"We wanted to create something that was a little more breakthrough, that could illustrate our Android phones [and talk about] something beyond price and without bashing the competition," says Virgin Mobile USA. "Whereas most of our competitors would buy celebrities as endorsers, we thought it would be fun to watch two people grow into celebrities." ...Read the whole story >>
by Karl Greenberg
It used to be a given that when auto sales numbers came out every month, Honda and Toyota had "best ever" superlatives. Now it's becoming axiomatic that the Korean brands will more likely have those kinds of superlatives in their headlines for month-end sales numbers. ...Read the whole story >>
Food and Beverages
by Karlene Lukovitz
The tabletop side of the balance sheet is the tip of the iceberg, compared with the market for sweeteners for prepackaged foods and beverages. A Freedonia Group sweetener analyst recently told Fast Company that that market is worth trillions annually on a global basis. ...Read the whole story >>
by Sarah Mahoney
While Avon cut back on advertising -- spending $82 million, down 15% from the same period a year ago and primarily in China -- those gains were offset by greater spending of $30 million on enriching its appeal to would-be reps, including higher incentives. ...Read the whole story >>
Packaged Goods
by Karl Greenberg
Valvoline is using the program to promote its NextGen motor oil, a product that is 50% recycled. When the company launched the product in March this year, it said it would put just about all its media budget behind it this year. ...Read the whole story >>
by Tanya Irwin
But despite the greater value Americans are placing on customer service, many businesses don't seem to be making the grade with consumers. In fact, 60% of Americans believe businesses haven't increased their focus on providing good customer service -- up from 55% in 2010. ...Read the whole story >>

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Where are the Cool Kids?

Remember how in school there were 3 or 4 cool kids that influenced the rest?

Still works that way in the Adult world.

The standard age demographic that advertisers try and reach is 25-54.

But if you are using newspapers or magazines instead of radio, tv or the internet, you should reconsider according to this report from Mediapost:

Reaching The Popular Kids by Bob McCurdy

Just as in high school, some individuals exert more influence than others. Marketers know these people have a greater impact than most people on products and services that are ultimately purchased. Word-of-mouth communication is extremely powerful, and perhaps "is the best medium of all," as once claimed by advertising guru Bill Bernbach.

Many within the advertising community refer to the importance of "earned media," which is when a paid schedule leads to additional free exposure, such as coverage on television, Facebook or Twitter. Influentials are literally living and breathing earned media machines. They are able to communicate their opinions far more effectively due to their relationships and the verbal nature of their communication. The spoken word can convey far more emotion and influence than any written word.

The popular kids -- or rather, adults -- are defined by GfK MRI as Category Influentials. These consumers typically comprise 10-20% of the population and are legitimate word-of-mouth all-stars. And they also happen to listen to radio -- a lot!

The data in the chart below has been extracted from GfK MRI's MediaDay 2010 for the A25-54 demographic. The reach figures are for those consumers who are Influentials for specific product categories. They reported their use of each of the five major media the previous day.

Percent Daily Reach by Medium

Catergory influentialsTV
Grocery shopping7972604433
Fashion (clothing)7867593834
Home electronics6470682924
TV shows7865593936

Source: Gfk MRI, MediaDay 2010 Single Year (fieldwork 09-10/Spring respondents) Weighted by Population (000)

It is undoubtedly surprising to some that in 2011, the Digital Era radio ranks either #1 or #2 in reaching these "influentials" several hours per day in each of these 12 key product categories. When price is factored in, radio becomes a far greater value compared to more expensive media. This latest data suggests that radio is ideal for marketers to get the "ear" of an influential.

It's a mad, mad, mad media world (but that's for another article). Each day, new communication tools pop up, offering advertisers additional ways to engage with consumers. But when actual consumer data is allowed to state its story absent any bias, radio more often than not is near the top of the list. Radio remains a persuasive and powerful marketing option that can generate results fast for advertisers.

Bob McCurdy is the President of Katz Marketing Solutions, the national marketing unit of the Katz Media Group. Reach him here.

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Missing Your Target?

There's nothing worse than being stuck and not knowing how to get unstuck....


Not Hitting Your Sales Numbers? Do This One Thing Better
by Mike Schultz & John Doerr

“Like a poor marksman you keep…missing…the target. Kaaahhhnnn!!!”

- Admiral James T. Kirk

There was this one sales person I know that worked

very hard, but he always seemed to be middle of the pack when it came to results. He had good skills. He was a good guy. But the results just weren’t there.

One day I got a chance to watch him in action. Early in the day I asked him what his plan was for the day, and he said, “Sell, of course.” There wasn’t much rhyme or reason to it as he plowed forward.

At the end of the day, I asked him if he met his goals for the day, and if he felt like he was on the right track to hit his sales and personal income target.

He didn’t have much to say on either point...

Read the rest of this article at the RAIN Selling Blog.

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Tuesday, May 03, 2011

Tuesday Night Marketing News from Mediapost

No snappy title, but the stories are...

by Karlene Lukovitz
The persona is achieved not by animating or anthropomorphizing the Redhook bottle, but simply through the copy in the ads. "We don't put hats on the bottle or use visual trickery; we just imply that the beer is a guy with thoughts and feelings" by referring to the beer as "Redhook" and "he." ...Read the whole story >>
by Aaron Baar
"It's meant to be something fun, lighthearted and unexpected from the Xerox brand. We want to change some of the legacy perceptions [of Xerox] in the space," Christa Carone, chief marketing officer of Xerox, tells Marketing Daily. ...Read the whole story >>
by Karl Greenberg
American and European motorcycle brands are very good at something the import brands are still struggling with: creating a strong brand affinity and satisfaction at the retail level. Second place went to Harley-Davidson, followed by Ducati and Triumph, which tied for third. In fourth place is BMW, followed by Yamaha. ...Read the whole story >>
by Tanya Irwin
The promotion, conceived and produced with the help of digital agency space150, kicked off last week in Vienna, Austria. A total of eight shows are currently scheduled, with the next two in Brussels and London in June and July, says Los Angeles-based Forever 21 Marketing Manager Kirstin Nagle. ...Read the whole story >>
by Karl Greenberg
The new effort, also comprising 15-second ads, shows a series of real customers driving up to a conference center, being met by a Ford staffer who escorts them over to what appears to be a conference room, where -- they assume -- they will have an intimate conversation about their new vehicles. ...Read the whole story >>
by Sarah Mahoney
Sales at these clinics have been growing, up to $733.4 million this year, an increase of 81% per year since 2005, according to a new report from independent healthcare market research firm Kalorama Information. And they are "likely to become a durable part of the healthcare system," the firm says in its report. ...Read the whole story >>

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How to Celebrate Birthday #125

I personally don't know any 125 year olds that can eat corrosion off a car battery terminal.

I don't know anyone who is 125 years old.

But we're not talking about a person. We're talking Coke.

Click here to see it first hand

From Mediapost:

Coke Pours It On For 125th Anniversary by Thom Forbes

Perhaps the most telling example of the universal breadth of the appeal of Interbrand's No. 1 global brand for the past decade may be a 30-second commercial celebrating Coca-Cola's 125th anniversary with a montage of some of the best campaigns in its history as "I'd like to teach the world to sing" plays in the background. The spot was created by McCann Spain in cooperation with McCann Bulgaria/Italy and has a decidedly Anglo voiceover.

But that example would tend to appeal to those of us who are right-brained. The left-brained among us would cite the following figure from Natalie Zmuda's celebratory story in Ad Age this morning: the company spends annually $2.9 billion on advertising across 206 markets. Whether you chalk it up to creativity, taste or sheer marketing muscle, it's working. Worldwide volume growth rose 6% in the first quarter while volume at brand Coca-Cola was up 3% during that time. What's more, Diet Coke surpassed Pepsi last year to become the No. 2 soft drink in the U.S., according to Beverage Digest.

Zmuda writes that Coke's history is "filled with intrigue and innovation, success and failure" and she reviews the highlights well. But it is mostly a still-evolving marketing story, she points out, that seems to have once again hit on a winning theme when it jettisoned "Coke Side of Life" and launched "Open Happiness" in 2009. Ninety countries adopted the entire "Happiness" marketing program last Christmas. Coca-Cola also has figured out social media big time after a stumbling start and is again in hot in pursuit of a cola-drinking demographic that Pepsi has zeroed in on since the Sixties: teens.

"There was a time [a decade ago] when we walked away from teen recruitment and probably lost a generation of drinkers," chief marketing and commercial officer Joe Tripodi tells Zmuda. "Parts of the world lost confidence in cola as the engine of growth. We've gotten that back in a big way."

The anniversary celebration has been a long time in the planning and is quite extensive in its execution. The company's licensing division was gearing up for the celebration two years ago, Retail Merchandiser reported. And the logo is emblazoned on everything from a 125th Anniversary Yahtzee Game to a set of limited-edition cans created by London artist James Jarvis.

"Coca-Cola was invented in Atlanta, Ga., in 1886 as a combination of local pharmacist Dr. John Stith Pemberton's unique syrup and carbonated water and was first sold at Jacobs' Pharmacy as a soda fountain drink for five cents per glass," the Retail Merchandiser piece reminds us. "The Coca-Cola logo was invented by Dr. Pemberton's partner, Frank Robinson, who drew it himself."

As for the type of spectacles we can expect, a photo of chairman/CEO Muhtar Kent in front of the Coca-Cola 125th Anniversary Young People's Chorus -- 125 youths from metro Atlanta and New York high schools -- was released last week from the company's 2011 Annual Meeting.

For the sheer nostalgia of it, why not have a Coke and a smile this morning. Ad Age has compiled a Top Ten list of Coke's campaigns that start with Haddon Sunblom's print rendition of a ruddy, jolly Santa in 1931 and ends with the "Happiness Machine" viral video from last year in which a vending machine on a college campus not only dispenses copious amounts of free soda but also sunflowers, balloon animals, pizza and a giant hoagie.

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Looking Good?

from an email I subscribe to from Jack Falvey:

The double-edge sword of casual business attire, an oxymoron of the highest order, has cut both ways and has done few any good.
At sales meetings you, your product, your personal prospects, are on display. Your future income and career opportunities are on the line. Should you tow that line in sandals? Should you send a T-shirt message? Should you be in cut-offs? If you want to cut off future opportunity, this is how it is done.
Dressing for success is a big deal. There are no off-duty moments. Those who think there are will be knocked off the steep and slippery sides of the pyramid the upwardly mobile are climbing.
Packaging is everything. Ignore that principle at your peril. Look good to your customers. Look sharp to your boss. Be sharp in comparison to your peers. Stand out at sales meetings for cool professionalism. The comparisons need not be stark. They can be subtle, but be sure you are on the winning side of the dress code curve. Few codes are published. There is no organization on earth in which they are not enforced.
FREE—“How the Best Get Better in Sales” Download it now.It’s one of the best sales meeting presentations you will ever hear.

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Monday, May 02, 2011

What Do Bob, Steve & Jack have in Common?

When you are talking about Bob Thacker & Steve Jobs, they are both featured in the Monday night Marketing News Update from Mediapost.

Jack too. As in Jack Daniels:

by Karl Greenberg
The company's SVP of marketing says its battle over the past few years has been against the tyranny of the cubicle. He detailed just how far the company has come -- from giant balls of rubber bands (now part of its logo) and "The Rubber Band Man" to ElfYourself, and designer manila envelopes. ...Read the whole story >>
by Aaron Baar
Thanks in large part to the iPhone's introduction on the Verizon Wireless network. The move enabled Apple to outrank companies such as HTC, Motorola and RIM, according to NPD. Samsung remained the most popular handset brand at 23% market share, while LG was second with 18%. ...Read the whole story >>
by Karlene Lukovitz
Introducing more women as well as men age 21 to 29 into the JD franchise is a core driver of Brown-Forman's new launch, Jack Daniel's Tennessee Honey, confirms Honey's brand manager, Casey Nelson. The new spirit -- Jack Daniel's Old No. 7 infused with a proprietary honey liqueur -- is the brand's first new product launch in 14 years, and its first entry in the flavored whiskey category. ...Read the whole story >>
by Tanya Irwin
Despite rising gas prices, most Americans still prefer the flexibility of a driving vacation, according to Mandala Research/Solutionz. The study shows determining one's own schedule and stopping whenever, wherever desired are the primary reasons Americans, particularly Boomers, opt to drive. ...Read the whole story >>
by Karl Greenberg
Michael Sprague, VP marketing at the company, said small cars will be big this year as gas prices are already over $4 a gallon and unlikely to head down any time soon. But he says people have come to expect big features even in the smallest cars. "Consumers are taking another look at this segment, but in terms of wanting stuff they have come to expect in other vehicles, they don't want to give anything up." ...Read the whole story >>

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