8/26/10
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. mediapost.com. Retrieved August 25, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=134374
Thursday, August 26, 2010
Thursday, August 19, 2010
What are cooking show viewers buying?
8/18/10
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. mediapost.com retrieved August 18, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=133446
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. mediapost.com retrieved August 18, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=133446
Thursday, August 12, 2010
Let ad agency reintegration begin!
8/12/10
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. adage.com. Retrieved August 11, 2010, from http://adage.com/agencynews/article?article_id=145300
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. adage.com. Retrieved August 11, 2010, from http://adage.com/agencynews/article?article_id=145300
Thursday, August 5, 2010
Advertising or stalking? It depends who you ask.
8/5/10
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. adage.com. Retrieved August 5, 2010, from http://adage.com/digitalnext/article?article_id=145204
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. adage.com. Retrieved August 5, 2010, from http://adage.com/digitalnext/article?article_id=145204
Thursday, July 29, 2010
But is Mustafa moving product?
7/29/10
Isaiah Mustafa, Old Spice pitchman extraordinaire, is winning advertising awards, breaking YouTube records, and spawning massive amounts of viral videos, but is he selling any Old Spice?
Yes he is. The brand began to reverse share losses as soon as the campaign began airing in February, and sales were up 95% from mid-March to mid-June. They’re up 106% from mid-May to mid-June, which suggests that results are accelerating in sync with the campaign. It will be interesting to see what the sales figures look like for July, since 100 million people viewed the personalized videos in the first six days that they aired. (Neff, 2010)
While some have suggested that success lies at least partially with an aggressive couponing campaign that has been running simultaneously with the effort, I disagree. This campaign began with a brilliant consumer insight, i.e., many men use whatever soap is in the shower. This led in turn to the decision to target women, to convince them to buy the product for their men, and thanks to a very cheeky bit of creative (a tip of the hat to Wieden & Kennedy) a legend is born. I for one, can’t wait to see how things turn out. Stay tuned!
Neff, J. (2010, July 26). How Much Old Spice Body Wash Has the Old Spice Guy Sold? adage.com. Retrieved July 28, 2010, from http://adage.com/article?article_id=145096
Isaiah Mustafa, Old Spice pitchman extraordinaire, is winning advertising awards, breaking YouTube records, and spawning massive amounts of viral videos, but is he selling any Old Spice?
Yes he is. The brand began to reverse share losses as soon as the campaign began airing in February, and sales were up 95% from mid-March to mid-June. They’re up 106% from mid-May to mid-June, which suggests that results are accelerating in sync with the campaign. It will be interesting to see what the sales figures look like for July, since 100 million people viewed the personalized videos in the first six days that they aired. (Neff, 2010)
While some have suggested that success lies at least partially with an aggressive couponing campaign that has been running simultaneously with the effort, I disagree. This campaign began with a brilliant consumer insight, i.e., many men use whatever soap is in the shower. This led in turn to the decision to target women, to convince them to buy the product for their men, and thanks to a very cheeky bit of creative (a tip of the hat to Wieden & Kennedy) a legend is born. I for one, can’t wait to see how things turn out. Stay tuned!
Neff, J. (2010, July 26). How Much Old Spice Body Wash Has the Old Spice Guy Sold? adage.com. Retrieved July 28, 2010, from http://adage.com/article?article_id=145096
Thursday, July 22, 2010
Venus Williams was a Girl Scout? Really?
7/22/10
Well it all depends on how you define being a Girl Scout.
Despite the fact that a new campaign from the organization identifies her as a scout and features her as someone who shares Girl Scout values, i.e. athletic prowess and business sense, the company’s website discloses the fact that Venus was a scout for a week. So, she attended one meeting? Was this a life altering event for her? How could it have been? She certainly didn’t have time to earn any badges or change the world.
To make matters worse, the feedback on the GS blog suggests that people are confusing her with her sister Serena, whose notorious outburst during last year’s US Open earned her an $82K fine for inappropriate language and behavior. Talk about spokesperson misstep.
Baar, A. (2010, July 7). Girl Scouts Campaign Highlights Impact. mediapost.com. Retrieved July 21, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131517&nid=116282
(2010) Girl Scouts Celebrate African American History Month. Girl Scouts of United States of America website. Retrieved July 21, 2010, from
http://www.girlscouts.org/news/news_releases/2009/aa_history_month.asp
(2010) What did you do today? Girl Scouts Blog. Retrieved July 21, 2010, from
http://blog.girlscouts.org/2010/07/what-did-you-do-today.html
Well it all depends on how you define being a Girl Scout.
Despite the fact that a new campaign from the organization identifies her as a scout and features her as someone who shares Girl Scout values, i.e. athletic prowess and business sense, the company’s website discloses the fact that Venus was a scout for a week. So, she attended one meeting? Was this a life altering event for her? How could it have been? She certainly didn’t have time to earn any badges or change the world.
To make matters worse, the feedback on the GS blog suggests that people are confusing her with her sister Serena, whose notorious outburst during last year’s US Open earned her an $82K fine for inappropriate language and behavior. Talk about spokesperson misstep.
Baar, A. (2010, July 7). Girl Scouts Campaign Highlights Impact. mediapost.com. Retrieved July 21, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131517&nid=116282
(2010) Girl Scouts Celebrate African American History Month. Girl Scouts of United States of America website. Retrieved July 21, 2010, from
http://www.girlscouts.org/news/news_releases/2009/aa_history_month.asp
(2010) What did you do today? Girl Scouts Blog. Retrieved July 21, 2010, from
http://blog.girlscouts.org/2010/07/what-did-you-do-today.html
Thursday, July 15, 2010
What are working moms doing for lunch? Shopping online!
7/15/10
When I worked in advertising, I used my lunch hours to run errands, often shopping for toiletries and other necessities whenever I had a few free moments. Apparently, in the interests of time, activity has moved online as working moms seek ways to fit 27 hours of activities in every 24 hour day.
In fact, 84% of working moms report that they spend between 15 minutes and a hour a day shopping online; mostly during the hours between 11 a.m. and 2 p.m. on Fridays. (Loechner, 2010)
That makes a strong case for delivering online ads to them during those hours. Need may be the primary driver of purchases, but 60% have also responded to email offers, with three out of four subscribing to email alerts.
That sounds like an opportunity to me. Do you agree?
Loechner, J. (2010, July 15). 84% of Moms at Work Spend Between 15 Minutes And An Hour A Day Shopping Online. mediapost.com. Retrieved July 15, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131989
When I worked in advertising, I used my lunch hours to run errands, often shopping for toiletries and other necessities whenever I had a few free moments. Apparently, in the interests of time, activity has moved online as working moms seek ways to fit 27 hours of activities in every 24 hour day.
In fact, 84% of working moms report that they spend between 15 minutes and a hour a day shopping online; mostly during the hours between 11 a.m. and 2 p.m. on Fridays. (Loechner, 2010)
That makes a strong case for delivering online ads to them during those hours. Need may be the primary driver of purchases, but 60% have also responded to email offers, with three out of four subscribing to email alerts.
That sounds like an opportunity to me. Do you agree?
Loechner, J. (2010, July 15). 84% of Moms at Work Spend Between 15 Minutes And An Hour A Day Shopping Online. mediapost.com. Retrieved July 15, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131989
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