Thursday, August 26, 2010

Where do small and mid-size businesses advertise?


Now that the availability of more targeted media has created additional low cost advertising opportunities for small fry, are they taking advantage? A recent survey suggests that they have. According to a SMB poll, those with annual budgets of $25,000+ have taken an IMC approach to heart and are using an average of 6.5 different media in their campaigns. And, while 26% of their budget is spent online, 16% is being spent in broadcast media. (O’Malley, 2010)

Given the sensitivity these businesses have to ROI, it will be interesting to see how these patterns evolve over time. I see some mobile in their future, don’t you?

O’Malley, G. (2010, August 24). Sweet Spot: Small Biz Uses More Media. Retrieved August 25, 2010, from

Thursday, August 19, 2010

What are cooking show viewers buying?


With over 50% of Americans watching cooking shows very often/occasionally the obvious question is – are they buying stuff because of the shows, and if so, what?

According to a recent Harris Poll, 57% viewers have purchased food, 36% have purchased small kitchen gadgets, 24% have purchased cookbooks, and 6% have purchased large appliances, as a direct result of what they have seen on the shows. Those seem like impressive results to me. If only we had non-viewer numbers to compare them to.

Loechner, J. (2010, August 13). Cooking Shows Inspire Purchases. retrieved August 18, 2010, from

Thursday, August 12, 2010

Let ad agency reintegration begin!


According to the rumor mill, McCann-Erickson is hinting that reintegration may be in its future. I say it’s about time. (Bush, 2010)

I spent most of the 80s and 90s as an account person at fully integrated agencies including a ten year stint at McCann. The holistic nature of my role allowed me to be a true partner for my clients and to explore innovative advertising programs. Then, just when media alternatives exploded, opening the door to exciting new solutions, ad agencies unbundled their media and creative services in search of greater revenues. But at what cost? How can a service business give its clients exceptional ideas when input is limited to only one part of what should be a highly coordinated effort?

Frankly, I found the year I spent as a “creative only” partner to be an exercise in frustration, with my efforts hamstrung by an unimaginative media agency. I was dismayed to see my clients getting less than they deserved, and ultimately bored by my inability to help them progress. I left the business shortly thereafter.
Reintegration will not only better serve clients, but may also help agencies to attract the level of talent they once took for granted. Amen to that.

Bush, M. (2010, August 9). McCann Talk Hints at Bringing Media, Creative Closer. Retrieved August 11, 2010, from

Thursday, August 5, 2010

Advertising or stalking? It depends who you ask.


I recently commented to someone that I thought a variety of marketers had missed a golden opportunity to reach out to me while I was redoing my kitchen. I spent months online researching everything from tiles to appliances, yet no one sent me information about these items independently, despite the fact that I would have welcomed it. And even today I’m still looking for a bronze breadbasket – so if anyone is selling one – you know where to find me.

Now comes the opposite point-of-view, from a Zappos customer who felt the company’s persistent efforts to sell him shorts, after he put his search on-hold, were downright creepy. (Learmonth, 2010). He mentions receiving ads for five days after his initial search on a wide variety of sites. And is now thinking of joining a ‘do not track” list should one become available.

It’s definitely a fine line that advertisers will need to learn how to navigate if they are to respond to consumer requests for more relevant advertising online. In the meantime, I imagine there will be disappointment from both sides.

Learmonth, M. (2010, August 2). The Pants That Stalked Me on the Web. Retrieved August 5, 2010, from