Friday, January 13, 2017

I still can't believe this "Camp Gyno" video cost only $6,000 to produce.



Of course it helps that the professionals from BBDO and Hayden 5 who created it worked for free.  And it appears that it was a one day shoot.  (Which is also amazing.)  (Wasserman, 2013)

But when you consider that the average production cost for a :30 second video is $350,000, and that even the all type commercial that launched Lucent Technologies cost $50,000 to produce, it is quite extraordinary.

Is it any wonder that SheKnows bought HelloFlo in March because they are a "viral content machine?" (Monllos, 2016)

In case you missed it, you can check it out here.  It currently has 11.8 million views on YouTube.  Wow.



Wasserman, T. (2013, August 28)  How a $6,000 Video Got 6 Million Views and Launched a Business.  mashable.com.  Retrieved January 12, 2017, from


Monllos, K. (2016, March 31) In Acquiring HelloFlo, SheKnows Media Is Getting a Viral Content Machine.  adweek.com.  Retrieved January 12, 2017, from

Friday, January 6, 2017

Will The Pierre Hotel's power breakfast be your cup of tea?



In what is perceived to be an unusual move, The Pierre Hotel is partnering with Bloomberg to reach financial community leaders.  The goal is simple.  Convince them to use the hotel for their corporate events. (Gazdik, 2017)

What's different is the use of radio to do it.  Luxury hotels don't advertise on radio.  One has to wonder why.  According to the latest data from Nielsen, AM/FM stations reach 97% of the U.S. population, and 92% of Millennials.  74% of adults in the U.S. listen to AM/FM stations daily, while only 15% are choosing Pandora and 6% are choosing Spotify. (Murphy, 2016)

But, it's not unusual for marketers to get stuck in a media rut, despite the fact that alternatives might do a better job of reaching their targets and achieving their objectives. 

I can still remember the lengths I had to go to when we launched Lucent Technologies in 1996, to convince the client to use prime time television for a B-to-B product.  Eventually I was successful in convincing him to be on almost all of NBC's powerhouse Thursday night line-up (the exception was Friends) and the results were extraordinary.  We went from zero awareness to ubiquity overnight.  No wonder the stock quadrupled.

So, I have high hopes for the Pierre's effort on Bloomberg because it seems like a perfect way to engage the target.  "Power Breakfast at the Hotel Pierre," will air nationally from 7 to 10 am each weekday through the end of March. 

I may even check it out.  Will you?

Previous blog: http://pjlehrer.blogspot.com/2016/08/do-you-love-radio-are-you-millennial.html

Gazdik, T. (2017, January 6)  Hotel Partners With Bloomberg For Promotion.  mediapost.com.  Retrieved January 6, 2017, from

Murphy, T. (2016, August 3)  Millennials Love Radio. Wait. What?  mediapost.com.  Retrieved August 4, 2016, from http://www.mediapost.com/publications/article/281359/millennials-love-radio-wait-what.html

Friday, December 30, 2016

So that's where the Rule of Threes comes from.



When I began working at Grey media school as we fondly called it in the 80's I was told: "People need to see your ad three times before they will remember it, so make sure you have at least a frequency of three."

When I wrote my first book I looked for the underlying research for the principle to no avail.  But this year I found it.  So I thought I would share.

It dates back to 1885, when German psychologist Hermann Ebbinghaus published his pioneering study of memory.  This included the development of the forgetting curve, which established the fact that in the absence of reminders, after 31 days retention drops to 21%. 
 

But, he also discovered the spacing effect, which showed that periodic reminders can have a significant positive effect on learning and retention.


Note that in the model, after the third repetition retention is approximately 75%.[i] Add a fourth review within the 30 day time frame, and the percentage increases to ~85%, which is why most plans are created to run for an entire month.

So now you know too.



[i]Murre, J. and Dros, J. (2015, July 6)  Replication and Analysis of Ebbinghaus' Forgetting Curve.  ncbi.nim.nih.gov.  Retrieved May 28, 2016, from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4492928/