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Posts tagged media strategy

01
Feb
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Get Real…Real Time Marketing

posted on February 1, 2017 / IN Uncategorized / 0 Comments

It’s not just athletes bringing their A-game on Super Bowl Sunday.  The Big Game is also the one time of year when brands bring their best advertising for an ultimate showdown.  So few of us could have expected on a night complete with tons of memorable commercials it would be one tiny tweet that would steal the show.   During the 2013 game the arena experienced a blackout, delaying it for more than 30 minutes.  Seizing the opportunity, the social media team at Oreo sent out a humorous tweet referencing the blackout while promoting their cookies.  It was a touchdown for …

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21
Dec
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Impact of Impulse: Point-of-Purchase Strategy Tips

posted on December 21, 2016 / IN Uncategorized / 0 Comments

When was the last time you went to a store for one or two things and left with a cart of completely unplanned purchases?  You are not lacking self-control and you are certainly not alone.  A lot of planning by store owners and advertisers happens to elicit that reaction.  Additionally, research has found that nearly 40% of consumer spending is impulse buying and that an overwhelming 90% of us make an occasional impulse buy.  This is great for advertisers, particularly if your product is brand new, not well-known, a luxury item or not a necessity item.  Implement some point-of-purchase, or …

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07
Dec
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Social Media Is Like A Holiday Party

posted on December 7, 2016 / IN Uncategorized / 0 Comments

Social media and holiday parties have quite a few things in common.  Both provide opportunities to connect with prospects or company outside the traditional setting.  Both are great ways to build relationships.  And both can make for some memorable (and embarrassing) situations if not handled with care (or with a little too much spiked egg nog).  Use these party tips as a guide for your next social media ad campaign. Facebook is like the holiday party with friends. These are people you know and that “like” you. Feel free to be more loose and informal here.  Show customers another side …

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12
Oct
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Behavioral Targeting: Turning Data into Dollars

posted on October 12, 2016 / IN Media Buying / Media Planning / 0 Comments

How well do you really know your customers?  If you are only using demographics, you probably don’t know enough about them.  The availability of demographic information allows us to reach out to those we think would be most interested in our products.  This is great, but sometimes it doesn’t take you far enough.  There is only so much we can learn about a person based on their age, gender, household income, etc.  The assumption that every 18-34-year-old male loves Game of Thrones, or that every 18-34 female watches the Kardashians is not only inaccurate, but could be disastrous for a …

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28
Sep
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No One-Size-Fits-All for Mobile & Desktop Ads A recently published stat found that more people own smartphones than toothbrushes.  Cell phone penetration among American adults is 90%, making mobile marketing vital to advertisers.  But it’s important to remember the one-size-fits all approach to mobile and desktop ads won’t work. Consumers engage with their desktops and mobile devices differently.  For example, desktops are more suitable for long perusing sessions while Mobile devices tend to function better for shorter sessions.  Here are some other considerations for crafting your mobile media strategy: Functionality: The dual computer/phone functionality of a smartphone enables features like click-to-call technology.  …

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07
Sep
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You may not know the name Erwin Ephron, but if you’re a marketer, you certainly know his influence on marketing and media planning.  Ephron, a highly influential media planner and consultant, left behind a legacy of marketing best practices that are still relevant today.  Certainly you’ve had to figure out where best to place your ads so that they are exposed to the most people; or you’ve danced the line of how many ads you will need so that your desired audience sees the ad often enough to remember but not so much that they grow weary.  How to effectively …

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17
Aug
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Mall Advertising: Buy Early and Secure your Spot

posted on August 17, 2016 / IN Uncategorized / 0 Comments

Your local mall is a one-stop shopping, dining and hot pretzel extravaganza.  It is also a fantastic opportunity for lots of affordable, effective advertising opportunities in a place where consumers are already looking to buy.  Out-of-home is traditionally the least expensive traditional media option and offers the benefit of uninterrupted advertising.  Malls of every size exist in most markets, more than 49,000 across the US.  If you are considering mall advertising during the holidays, buy early because they tend to sell out due to high demand.  Here are some mall advertising options to consider: Food Court: Tabletops are more than …

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10
Aug
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Is This Your Brand’s Season?

posted on August 10, 2016 / IN Media Buying / Media Planning / 0 Comments

You don’t have to be Don Draper to realize that timing is everything in advertising.  For most products there is a season, a time of year when they are in highest demand.  Snow blowers and shovels don’t sell as well in summer months.  Gym memberships spike in January.  To successfully plan media, understanding demand fluctuations in your business and industry is vital.  If you are working with a limited ad budget, and most of us are, knowing when to buy can also save you from wasting lots of money.  Find the scheduling alternative that works when your product is in …

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03
Aug
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Instagram and Pinterest: Useful Advertising Mediums

posted on August 3, 2016 / IN Uncategorized / 0 Comments

Advertising on Pinterest and Instagram are now officially a reality.  Gone are the days of ad-free pinning and scrolling through photo streams.  Sure marketing has always existed on both of these sites.  If you follow a brand on Instagram you have opted-in to subtle advertising by that brand.  The sites will not change aesthetically.  The only thing is now marketers are going to have to pay for it.  The decision to make these popular social media products an advertising vehicle was inevitable and hardly a surprise to anyone.  The more interesting aspect, however, is the way both approached their advertising …

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27
Jul
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Good News about Bad Ad Placements

posted on July 27, 2016 / IN Media Buying / Media Planning / Media Strategy / 0 Comments

The unthinkable has happened.  Your ad for a children’s toy somehow ended up on an adult website.  Or they ran last year’s ad with the wrong dates and prices.  Maybe your print ad is pixilated so bad it’s barely readable.  Unfortunately, in the world of advertising, this happens occasionally. The good news is there is recourse.  Networks, publications, and websites rarely give advertisers refunds.  Instead they offer a make-good.  Make-goods are free adjustments or credits given for ad errors, ratings or impression shortfalls.  These replacements are at least equal to the original ad buy and usually issued by re-running the …

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