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Posts tagged media strategy

06
Sep
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TV Media Buying Cost Saving Secrets for Your Business

posted on September 6, 2017 / IN Uncategorized / 0 Comments

Perhaps one big misconception marketers have about TV media buying is that it is expensive. This is particularly true during the Super Bowl when we’re flooded with stories about the commercials hovering around $4 million for one 30-second ad. Those kinds of costs are often way too costly for a small and medium-sized business. The Super Bowl is an extreme example of TV media buying costs. The game is an annual event that often ends up being the most watched program of the year. As a result, it commands a large ticket price because advertisers know there will be a lot …

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23
Aug
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Media Planning Tips

posted on August 23, 2017 / IN Uncategorized / 0 Comments

Losing focus on what's important?  Here are a few media planning tips to help you stay on track! Research shows setting specific goals increases the likelihood of making progress. Sure “increase CTR on display ads” is a great goal, but drill down and get more specific. Set a hard number for the growth percentage, ROI, conversions, sales, or whatever else you’d like to reach. Even the biggest brands in the world have failed. Coca Cola is the biggest beverage company, but they had a big time failure when they tried to remake the recipe with New Coke. Needless to say …

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12
Apr
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Here’s a challenge, describe your brand in seven words or less.  Can you do it?  How about this, if you could choose one image to describe your brand what would it be?  In seven seconds could you describe your brand in such a way that we not only understand, but remember it?  These are pretty tough challenges, but it’s what outdoor advertising creatives and copywriters are tasked with every day.  The conventional industry wisdom and generally regarded best practice for effective billboards and wallscapes is that it should contain no more than seven words.  It gets even more daunting when …

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15
Mar
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When several big city newspapers announced they would cease daily publication in favor of a three-day a week model it seemed the nail had finally been put in the print advertising coffin. Newspapers and magazines, formerly highly profitable advertising mediums, were losing share as an avenue worth investing marketing dollars. However the reports of print advertising’s death are slightly exaggerated.  Digital’s lower cost and wider reach may seem to have affected print advertising, but there are still segments where it remains viable and influential. This is primarily true in the local markets.  A Pew report found that 72% of Americans …

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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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