Do you try to reach everyone in the market with your television advertising message, or as many people as you can, or do you try to reach a narrower audience, but one that hears and sees your message with consistency?
It might depend on the campaign goals: short-term sales to drive customers through the doors, versus a longer branding campaign that promotes image and becomes a consistent reminder, "We're here when you need us," type of message. Sometimes, you're hoping for a combination of the two: increase sales at peak times, while maintaining frequency.
Reach versus frequency or reach AND frequency, often becomes a source of confusion or conflict, especially when bugets are taken into consideration. Television is widely known as a reach medium. Thousands of people in your target audience will see your message on highly viewed programs, such as Grey's Anatomy or American Idol. Those primetime programs are also expensive. You may only be able to fit a smattering of them into your budget. Then it becomes an issue, "OK, a lot of people saw the ad, but they only saw it 1, 2, or 3 times." Does that help your marketing cause?
Combine frequency-building programs: morning news and late afternoons are good examples. The audience isn't as large, but through buying these consistently, you are reaching more people over time. Combined with the popular, action packed and "water cooler" conversation generators like the season finales, the "Superbowl" (that's another blog forthcoming), the dramas, and you have a good mix.
Some might say, "Ah, but TV is too expensive in general." Local stations are aware of this battle and they've come to the table with alternatives to "spots and dots." Look for branding packages, often priced by the month. Check into "owning" one night as a sponsor. Logo and 30-sec. spot, consistently and with frequency over the course of weeks.
Friday, January 16, 2009
Friday, December 5, 2008
Big Three Loan
Bailout – Yes or No?
I have found the controversy over this topic extremely interesting and for the sake of this blog, I am going to hop on my soapbox and share my opinion.
(As reported by CNN)
First off, Chrysler…really? “We need money so that we can stabilize our company and eventually join an alliance with one of the foreign auto makers.”
Just so I am clear, you want more American tax dollars so that you can make your company look more appealing to a foreign buyer. Ok, I’m not completely following but, ok.
Next – GM, who is looking at many ways to lighten the company’s heavy debt and sell or consolidate a number of their brands. Sell a few now, maybe a few more down the road. Is it the beginning of the end for GM?
Finally – Ford, the one of the three that I feel proposed the best approach to digging themselves out of the hole. “We are accelerating the development of hybrid and electric cars to compete stronger with other brands.” They also have proposed large pay cuts of at the executive level. But is it good enough for nine billion of the taxpayer’s dollars.
I have a hard time with this for one big reason: We live in a capitalistic economy where you have the freedom to succeed and profit from your hard work and good decisions, but you also have the freedom to fail. There is that risk, your actions today will effect tomorrow. These companies are witnessing this first hand. This storm started brewing long before the decisions made in 2008.
Don’t get me wrong, I am fully aware of the consequences of letting companies like GM and Ford fall, there is a good chance that if they fail, it will cost our economy much more than what the loan is for.
I like to look at business much like a house. For example, when you begin to realize that the ceiling is sagging and the walls are cracking, it’s time to make a change – it’s time to fix. You get a loan. You fix patch the wall and lift the ceiling. You’re good to go…right?
NOPE!
You never really fixed the problem. You merely masked it. The problem wasn’t in the walls, or the ceiling – it’s the foundation. So, now, all of the money that you spent to temporarily fix your house didn’t really fix anything, it’s a patch job. Not only are you going to have to fix it again later, there is a good chance it will cost more the next time.
My point…
…sometimes you’re better off letting the house fall, starting from scratch, pouring a new foundation and building a stronger, more stable house.
I have found the controversy over this topic extremely interesting and for the sake of this blog, I am going to hop on my soapbox and share my opinion.
(As reported by CNN)
First off, Chrysler…really? “We need money so that we can stabilize our company and eventually join an alliance with one of the foreign auto makers.”
Just so I am clear, you want more American tax dollars so that you can make your company look more appealing to a foreign buyer. Ok, I’m not completely following but, ok.
Next – GM, who is looking at many ways to lighten the company’s heavy debt and sell or consolidate a number of their brands. Sell a few now, maybe a few more down the road. Is it the beginning of the end for GM?
Finally – Ford, the one of the three that I feel proposed the best approach to digging themselves out of the hole. “We are accelerating the development of hybrid and electric cars to compete stronger with other brands.” They also have proposed large pay cuts of at the executive level. But is it good enough for nine billion of the taxpayer’s dollars.
I have a hard time with this for one big reason: We live in a capitalistic economy where you have the freedom to succeed and profit from your hard work and good decisions, but you also have the freedom to fail. There is that risk, your actions today will effect tomorrow. These companies are witnessing this first hand. This storm started brewing long before the decisions made in 2008.
Don’t get me wrong, I am fully aware of the consequences of letting companies like GM and Ford fall, there is a good chance that if they fail, it will cost our economy much more than what the loan is for.
I like to look at business much like a house. For example, when you begin to realize that the ceiling is sagging and the walls are cracking, it’s time to make a change – it’s time to fix. You get a loan. You fix patch the wall and lift the ceiling. You’re good to go…right?
NOPE!
You never really fixed the problem. You merely masked it. The problem wasn’t in the walls, or the ceiling – it’s the foundation. So, now, all of the money that you spent to temporarily fix your house didn’t really fix anything, it’s a patch job. Not only are you going to have to fix it again later, there is a good chance it will cost more the next time.
My point…
…sometimes you’re better off letting the house fall, starting from scratch, pouring a new foundation and building a stronger, more stable house.
Thursday, October 30, 2008
Gen X vs. Gen Y
Currently, X does come before Y. But, what if we there were a new, more trendy alphabet? Stick that thought in your think bank and ponder it for a minute...or two.
Is it true? Are we; the young and the restless, the social networking addicts, the iPod worshiping Millennials, truly beginning to take over advertising?
OMG! It looks like it.
I was born in 1985. I cannot recall many dramatic, historic National events, nor did I have the opportunity to rock fanny-packs and ridiculously colored pants – I am 23 years old. To most, I am thought of as young and inexperienced. To me, however, I am skilled, knowledgeable and prepared.
I recently read an article titled, "War of the Ages,” in the August Issue of ADWEEK. The article focused around the generational change in advertising and marketing. More so, how Millennials are pushing (shoving) Baby Boomers out of their way and relentlessly dashing to the top of the advertising mountain. For years, Boomers have controlled and managed the industry. However, as the media world and considerable consumer society is changing due to the drastic technological transformation, many are beginning to feel the youthful push (punch).
Hold on – I am not saying that Boomers are not in tune with new technology or our Generational trends. Sure, they can text message, create Facebook accounts and party like it’s 2008. But, does this mean Gen X-ers are hoping on board? Maybe, maybe not. The fact is that as Millennials, we are impatient and will stop at nothing to get what we want. Even if that means taking over a business industry.
One thing I want to note that is I DO NOT believe that you must be hip to produce killer creative. I DO believe that in order to connect with specific niche audiences, you must be in-tune with their verbiage, trends and overall mannerisms. Does being hip help – sure, but only if your audience is.
Despite what some think, Generation Y is not all about text messaging, social networking or rocking sweet gear and accessories. We’re about understanding how people are starting to receive messages through new mediums. We’re about relating to the changing phenomena of interactive and digital work. We're about using our innovative strengths to achieve measurable goals. We are not smarter or necessarily more trendy, but we do have certain skills that can help clients move their needle.
Maybe we are hybrid thinkers and maybe we are just hybrids. Either way, we get it.
Is it true? Are we; the young and the restless, the social networking addicts, the iPod worshiping Millennials, truly beginning to take over advertising?
OMG! It looks like it.
I was born in 1985. I cannot recall many dramatic, historic National events, nor did I have the opportunity to rock fanny-packs and ridiculously colored pants – I am 23 years old. To most, I am thought of as young and inexperienced. To me, however, I am skilled, knowledgeable and prepared.
I recently read an article titled, "War of the Ages,” in the August Issue of ADWEEK. The article focused around the generational change in advertising and marketing. More so, how Millennials are pushing (shoving) Baby Boomers out of their way and relentlessly dashing to the top of the advertising mountain. For years, Boomers have controlled and managed the industry. However, as the media world and considerable consumer society is changing due to the drastic technological transformation, many are beginning to feel the youthful push (punch).
Hold on – I am not saying that Boomers are not in tune with new technology or our Generational trends. Sure, they can text message, create Facebook accounts and party like it’s 2008. But, does this mean Gen X-ers are hoping on board? Maybe, maybe not. The fact is that as Millennials, we are impatient and will stop at nothing to get what we want. Even if that means taking over a business industry.
One thing I want to note that is I DO NOT believe that you must be hip to produce killer creative. I DO believe that in order to connect with specific niche audiences, you must be in-tune with their verbiage, trends and overall mannerisms. Does being hip help – sure, but only if your audience is.
Despite what some think, Generation Y is not all about text messaging, social networking or rocking sweet gear and accessories. We’re about understanding how people are starting to receive messages through new mediums. We’re about relating to the changing phenomena of interactive and digital work. We're about using our innovative strengths to achieve measurable goals. We are not smarter or necessarily more trendy, but we do have certain skills that can help clients move their needle.
Maybe we are hybrid thinkers and maybe we are just hybrids. Either way, we get it.
Wednesday, October 22, 2008
The Reality of Advertising
It wasn’t that I didn’t realize it was the week of October 20th, I think it was the shock that in a recent communication with a valued HMA client, we both realized - WOW there is only 10 weeks left in 2008. Yeah, that’s right, only 10 weeks to bring the year in, and get ready to roll out plans for 2009. 2009?! I just got used to writing 2008.
The reality is most of us have a whole lot on our mind. From the market, to the election, to the credit crunch, to the whole idea that if you pay too much attention to the national media you may want to skip Vegas because if you’re a business owner/CEO you are already going to have your fair share of gambling thrills in 09.
So what is the reality? It’s tough, but so what. The majority of our clients fall into the $2 million to $20 million range. Some are smaller, some a larger, but that’s pretty much the spot HMA plays at. Most are privately held firms, that have won, or are winning, the battle because they have great people, have had a consistent and well crafted marketing and advertising message over the years, and give exceptional service to their own customers. Plus, many of them are innovative and entrepreneurial. Which means, quite honestly, the have a crisis to perform and expect the same from vendors. I love it.
The reality is when times are good you should advertise, when times are bad you MUST advertise. The fact is, that companies that maintain or increase their advertising spending during a recession get ahead.
Here’s an excerpt from the Wall Street Journal:
Studies by the American Business Press examined the relationship between advertising and sales in 143 companies during a sever downturn. They found that companies that did not cut advertising had the highest growth in sales and net income during the two study years and the following two years. The studies also proved that companies that cut advertising during both years had the lowest sales and net income increases during the two study years and the following two years. And, not surprisingly; companies that cut advertising during only one of the recession years had sales and net income that fell in between
A study by McGrall-Hill of the 1974-1975 and 1981-1982 recessions confirmed the long-range advantage of keeping a strong advertising presence. It found that companies that cut advertising in 1981-1982 increased sales by 19% between 1980 and 1985, while companies that continued to advertise in 1981-1982 enjoyed a 275% sales increase. The results of the studies are consistent, clear and unequivocal: Those companies that advertise during a recession have better sales than those companies that don’t.
The reality, and it probably hurts a little, is the way to minimize a downturn and take maximum advantage of the upturn is to maintain a strong communications link with your customers and the buying public. It won’t be easy, but it will be worth it.
The reality is most of us have a whole lot on our mind. From the market, to the election, to the credit crunch, to the whole idea that if you pay too much attention to the national media you may want to skip Vegas because if you’re a business owner/CEO you are already going to have your fair share of gambling thrills in 09.
So what is the reality? It’s tough, but so what. The majority of our clients fall into the $2 million to $20 million range. Some are smaller, some a larger, but that’s pretty much the spot HMA plays at. Most are privately held firms, that have won, or are winning, the battle because they have great people, have had a consistent and well crafted marketing and advertising message over the years, and give exceptional service to their own customers. Plus, many of them are innovative and entrepreneurial. Which means, quite honestly, the have a crisis to perform and expect the same from vendors. I love it.
The reality is when times are good you should advertise, when times are bad you MUST advertise. The fact is, that companies that maintain or increase their advertising spending during a recession get ahead.
Here’s an excerpt from the Wall Street Journal:
Studies by the American Business Press examined the relationship between advertising and sales in 143 companies during a sever downturn. They found that companies that did not cut advertising had the highest growth in sales and net income during the two study years and the following two years. The studies also proved that companies that cut advertising during both years had the lowest sales and net income increases during the two study years and the following two years. And, not surprisingly; companies that cut advertising during only one of the recession years had sales and net income that fell in between
A study by McGrall-Hill of the 1974-1975 and 1981-1982 recessions confirmed the long-range advantage of keeping a strong advertising presence. It found that companies that cut advertising in 1981-1982 increased sales by 19% between 1980 and 1985, while companies that continued to advertise in 1981-1982 enjoyed a 275% sales increase. The results of the studies are consistent, clear and unequivocal: Those companies that advertise during a recession have better sales than those companies that don’t.
The reality, and it probably hurts a little, is the way to minimize a downturn and take maximum advantage of the upturn is to maintain a strong communications link with your customers and the buying public. It won’t be easy, but it will be worth it.
Thursday, October 2, 2008
Ulnar Nerve Relocation Surgery
Last fall I lost a considerable amount of muscle in my right hand, and my pinky and ring finger were "clawing". Evidently my Ulnar nerve was getting pinched/damaged. The ulnar nerve is one of the most exposed nerves on the human body and is also called the "funny bone" because it is located on the elbow. My Orthopedic surgeon moved my ulnar nerve above my elbow so it would not be stressed, and it would be less prone to injury, and heal. How does this even happen? I hear you cry? many things could have provoked it, overuse, sudden trama, constantly having arms bent(using a computer) lots of stuff. It is projected to take about 2 years until I see full results given that the nerve heals at a wopping 1mm a day!
Wednesday, September 24, 2008
The Geeky Side of the Moon
Hey gang this is Andy Jorde, or AJ as I’ve become know around the agency. I’ve been trying to figure out some sort of way to express how big of a geek I am. Rather than doing something lengthy and boring I figured I’d do something that pretty much everyone can benefit from. Most people nowadays have an iPod, and if you don’t, you’re probably envious of your buddy sporting the “mug me white “ headphones that come with every pod. And you probably saw that person watching The Sopranos or The Office on their iPod, and you were like,” Wow! How can they watch that on their iPod?” Chances are they probably bought it off the iTunes Music store for a couple of dollars. Now I know what you’re going to say, “But I don’t want to spend money, I already have The Office on DVD, and I want to put that on my iPod. How can I do it?” The answer is simple. Handbrake. Handbrake is a free application, that’s right FREE and it rips videos off of DVD’s and compresses them to many formats. After you download, install, and open the application, select the iPod option for compression and you should be good to go. After it is done making the movie, drag and drop the video file into iTunes. Sync you iPod to you computer and you’re done. This is a great Application because it is free, available for Windows, Linux, and Mac OS, and it converts video unbelievably fast. Hooray! Now you can workout, take a plane ride, or go on a business trip with the DVDs of you choice on you iPod.
Monday, September 15, 2008
market share vs. the economy
"Growing market share in a declining or stagnant industry"
We are all aware of the economic situation around us. Regardless the strength of your industry, whether it's the increase in gas or raising supply prices, chances are your business has been affected by the economy. Many times when a business chooses to "go lean" and combat rising costs, the first cut is marketing and advertising expenditures.
While this is a fairly common trend and does make in immediate impact on the bottom line, the extended effect does more harm than good. This is an opportunity for you and your business to be proactive and grow your market share.
Cutting back on your spending is only a temporary solution with long term consequences. It's simple: The less you are in front of your current and potential customers, the less they think of you, and eventually...the less they visit you. While your competition backs off on the gas, this is the perfect time for you to ramp up your advertising and gain more precious "mental mind space" of consumers.
Downturns in the economy tend to be cyclical. By the time things return to normal, you will have grown your market share more than any sale or event could have returned.
We are all aware of the economic situation around us. Regardless the strength of your industry, whether it's the increase in gas or raising supply prices, chances are your business has been affected by the economy. Many times when a business chooses to "go lean" and combat rising costs, the first cut is marketing and advertising expenditures.
While this is a fairly common trend and does make in immediate impact on the bottom line, the extended effect does more harm than good. This is an opportunity for you and your business to be proactive and grow your market share.
Cutting back on your spending is only a temporary solution with long term consequences. It's simple: The less you are in front of your current and potential customers, the less they think of you, and eventually...the less they visit you. While your competition backs off on the gas, this is the perfect time for you to ramp up your advertising and gain more precious "mental mind space" of consumers.
Downturns in the economy tend to be cyclical. By the time things return to normal, you will have grown your market share more than any sale or event could have returned.
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