Tuesday, March 29, 2011
Answering the white paper question with a strategy
Last year, our team would cringe when it came around to the “it’s time to write another whitepaper” discussion. It wasn’t that we couldn’t see their importance as a new business tool to attract potential new clients, and engage current clients with ideas to help them build their business. It wasn’t that we weren’t looking forward to the brain stimulating research that would benefit our own life learning and the addition to the team knowledge base. It WAS the painful decision of what to write about, how long it should be, and whether the hours spent researching and writing would be worthwhile. As my personal goal this year is to fit in a white paper each quarter into to my regular responsibilities to clients and the firm, I am increasingly aware of how valuable resources are in this economy, and wanted to make sure we were being smart in our white paper approach. I had to ask myself whether it was acceptable to be reactive as we have been in the past; to rush and write on all these varied topics without first looking at it from a strategic approach. This question led to my first white paper topic of 2011 a white paper about white paper/educational marketing strategy… which is completed, just under the wire for the 1st quarter. At dio we believe that great creative usually stems from a sound strategic plan. In that context, white papers are no different than a television spot or a print advertisement. We took a look at how the white paper has evolved into a commercial educational tool with a high return on investment, and explored the ways a strategic approach can enhance your return on those valuable hours of research and writing. Please check out the whitepaper at: http://www.diousa.com/dio/WHITEPAPERS_files/educational%20marketing.pdf I look forward to your feedback! Glenn Cudaback Account Director
Friday, January 21, 2011
You are where you live...
I am a huge fan of Nielsen/Claritas - a huge fan of any research, but I do love their market segmentation. Here's a fun exercise you can do to warm up in the chilly weather - In my opinion, it is even better than the "Elf Yourself" app from years past: Simply go to the Nielsen/Claritas link http://www.claritas.com/MyBestSegments/Default.jsp?ID=20 When you enter in your ZIP code, the site will serve you up the top five segments of where you live, and an outline about each of the segment's lifestyle traits. It is interesting to see where you fit in, and how close it describes where we live. I even entered in my West Virginia ZIP (no jokes please, I believe everyone should have a cabin in the middle of nowhere to unplug!). It did a very accurate job of describing the disparate denizens of Lost River, WV... from the local folks, farmers, military retirees, and the creative folks who flock there every weekend from D.C. I'll soon be writing a white paper on the value this kind of research has in helping marketers really understand the different audiences in their marketing footprint, and the way it can positively shape messaging and resource allocation. Go ahead and try it ! Who are you? (In WV, Nielsen/Claritas has me pegged as a Blue Highway) -GC
Monday, November 8, 2010
Media Spectrum
I’ve been working in the media department of a marketing firm since I first graduated from college in 19$$ (did you really think I was going to give away my age). Over the years I’ve seen quite a lot of changes in media… some good, some bad (some I could even categorize as “what were they thinking?”) But basically, media can be divided into two categories… traditional and non-traditional.
Traditional media includes television, radio, newspaper, magazine and outdoor advertising. Non-traditional media (also known as new media) includes Web/Internet, out of home, e-mail, promotions and guerilla advertising.
Television really hasn’t changed much in its lifetime, except to say that over time individual show audiences for the main networks have dropped. The basic cause for this has been the proliferation of cable channels. Even though any one cable show’s ratings really don’t even come close to a network TV program’s ratings, multiply it by the number of cable channels available, and you have your answer. In addition, the amount of time people are spending on computers at home in the evenings isn’t helping either. In fact, the largest network audience drop is in the teen and young adult categories… the people with the highest index of primetime computer usage. Once the home of glorious 25 to 35 household ratings when I started in this business, networks now get excited by anything over a 7, get downright giddy should one of their shows acclaim a 10 rating, and they nearly hurt themselves should the Nielsen gods show them to have a program that actually has a 12 household rating.
Radio isn’t doing much better. Although there has been no great gain in the number of radio stations in any market, the audience levels and the “time spent listening” numbers have dropped severely. Why listen to formats that constantly interrupt your listening with commercials, when you can listen to an iPod, MP3 player, or computer music with no commercials. An unlike radio, these venues guarantee that you will listen to 100% of what you want to hear.
I’m sure you have all heard of the death of newspapers. Well, maybe… maybe not. There definitely have been some newspapers that have gone out of business. Especially in markets that previously had two papers. Especially in the current economy where clients have pulled way back on the advertising budgets. Plus, middle-aged people are more inclined to get their news on their computer via the Internet. However, that being said, there are still many people who want the paper in their hand while they drink their morning coffee.
Magazines are going out of business at an alarming rate. Time and the economy are the two culprits behind their demise. 15 years ago people had enough time to read many magazines per week/month. However, now we are all running around like chickens without heads try to get everything accomplished. And well, something had to give. Plus, again the economy has caused marketers to seriously cut back their adverting budgets, so only the primary publications were able to survive.
Billboards are probably the only traditional media vehicle that has remained constant. In fact, with such a mobile society, viewership of billboards (posters and bulletins) has actually gone up over the years. Although a hard medium in terms of creative design, good messaging and location makes this an extremely efficient advertising medium.
Okay, let’s move on to the non-traditional media. If you’re under 80, you almost definitely have an e-mail account. In theory, it’s such a great medium for one-on-one and two-way marketing. However, direct marketing companies and freelancers have completely ruined this venue for serious marketers. Between the plethora of worthless junk e-mail, and virus-enclosed emails, people are hesitant to even give their e-mail addresses out to anyone other than their accepted friends. This advertising vehicle has become an almost worthless marketing vehicle except in the case of opt-in marketing e-mail. But in terms of acquiring new customers, opt-in email is after the fact. However it can certainly help in terms of new purchases from an already existing customer.
Over the years out-of-home advertising has expanded to more than just billboards. Today it includes such things as bus and subway ads and wraps, transit shelter advertising, bench ads, hot dog umbrella ads, mobile vehicles and projection media, where video ads are actually shown on sides of buildings after darkness has set in. The trick in out-of-home advertising is to catch the customer by surprise, when they are not expecting to see marketing messages.
Internet/Web advertising is relatively new, since the Internet has only been available since the 1980s. If nothing else, every company should be doing Google word search marketing. Since you only pay for actual click-throughs to your Web page, it’s the most efficient for of marketing, with the ROI of getting a client, or possible client to your Web page being 100%. Web site and Web page sponsorships have also become efficient if you’re dealing with a site that has the ability to geo-fence your marketing message. What this means is that your message would only be shown to site visitors that are situated in areas that you have previously set up with the site that you are advertising on. Now, not all sites have this ability, so make sure you ask about this feature when you discuss your advertising plans with them. Also, be careful in picking your Web ad size. Most people have trained themselves not to look at the top few inches of a Web page that usually contains a banner ad. You’re better off running tile, skyscraper and empire ads that are along the side of the site’s content. Or better yet, try to get “ads” that are embedded within the copy of the page. Many B2B companies now send out monthly, weekly or even daily newsletters that you can sponsor. But remember, seeing your ads too often can actually turn a prospective customer off toward your company.
The most exciting venue for non-traditional media (at least in my opinion) is promotions/guerilla marketing. This can range from a low key whisper marketing campaign all the way up to scooter squads and brand ambassadors. When a promotion is done correctly, it has a great chance of being covered by the local news. And if it’s truly great and out of the ordinary it possibly even land on a network newscast. It does have some drawbacks though. It takes a real left-brained person to organize and carry it through. Lots of Is to dot and Ts to cross for everything to run smoothly as planned. That’s why you really should be working with professionals who do these kinds of things for a living every day.
Guerilla marketing can also include another venue. I like to call it “whatever you can think of.” This can include everything from ads printed on deli cups, to graphics on the floor at supermarkets or department stores, to Post-It notes attached to a newspaper or magazine ad, to one of my favorites… ads on sailboat sails. You’re only limited by your imagination.
No matter what medium you are going to use, you need a media process to get the most out of your expenditure. At dio we use the following media process steps:
Media Compilation
Historical Dissection
Plan Evolution
Plan Dissemination
Plan Endorsement
Implementation
Post Determination
Future Plan Evolvement
If you have any questions, or even want to discuss any of the above thoughts, feel free to contact me, Lee Karon, Media Director at dio at (717)764-8288 x108 or at lkaron@diousa.com.
Traditional media includes television, radio, newspaper, magazine and outdoor advertising. Non-traditional media (also known as new media) includes Web/Internet, out of home, e-mail, promotions and guerilla advertising.
Television really hasn’t changed much in its lifetime, except to say that over time individual show audiences for the main networks have dropped. The basic cause for this has been the proliferation of cable channels. Even though any one cable show’s ratings really don’t even come close to a network TV program’s ratings, multiply it by the number of cable channels available, and you have your answer. In addition, the amount of time people are spending on computers at home in the evenings isn’t helping either. In fact, the largest network audience drop is in the teen and young adult categories… the people with the highest index of primetime computer usage. Once the home of glorious 25 to 35 household ratings when I started in this business, networks now get excited by anything over a 7, get downright giddy should one of their shows acclaim a 10 rating, and they nearly hurt themselves should the Nielsen gods show them to have a program that actually has a 12 household rating.
Radio isn’t doing much better. Although there has been no great gain in the number of radio stations in any market, the audience levels and the “time spent listening” numbers have dropped severely. Why listen to formats that constantly interrupt your listening with commercials, when you can listen to an iPod, MP3 player, or computer music with no commercials. An unlike radio, these venues guarantee that you will listen to 100% of what you want to hear.
I’m sure you have all heard of the death of newspapers. Well, maybe… maybe not. There definitely have been some newspapers that have gone out of business. Especially in markets that previously had two papers. Especially in the current economy where clients have pulled way back on the advertising budgets. Plus, middle-aged people are more inclined to get their news on their computer via the Internet. However, that being said, there are still many people who want the paper in their hand while they drink their morning coffee.
Magazines are going out of business at an alarming rate. Time and the economy are the two culprits behind their demise. 15 years ago people had enough time to read many magazines per week/month. However, now we are all running around like chickens without heads try to get everything accomplished. And well, something had to give. Plus, again the economy has caused marketers to seriously cut back their adverting budgets, so only the primary publications were able to survive.
Billboards are probably the only traditional media vehicle that has remained constant. In fact, with such a mobile society, viewership of billboards (posters and bulletins) has actually gone up over the years. Although a hard medium in terms of creative design, good messaging and location makes this an extremely efficient advertising medium.
Okay, let’s move on to the non-traditional media. If you’re under 80, you almost definitely have an e-mail account. In theory, it’s such a great medium for one-on-one and two-way marketing. However, direct marketing companies and freelancers have completely ruined this venue for serious marketers. Between the plethora of worthless junk e-mail, and virus-enclosed emails, people are hesitant to even give their e-mail addresses out to anyone other than their accepted friends. This advertising vehicle has become an almost worthless marketing vehicle except in the case of opt-in marketing e-mail. But in terms of acquiring new customers, opt-in email is after the fact. However it can certainly help in terms of new purchases from an already existing customer.
Over the years out-of-home advertising has expanded to more than just billboards. Today it includes such things as bus and subway ads and wraps, transit shelter advertising, bench ads, hot dog umbrella ads, mobile vehicles and projection media, where video ads are actually shown on sides of buildings after darkness has set in. The trick in out-of-home advertising is to catch the customer by surprise, when they are not expecting to see marketing messages.
Internet/Web advertising is relatively new, since the Internet has only been available since the 1980s. If nothing else, every company should be doing Google word search marketing. Since you only pay for actual click-throughs to your Web page, it’s the most efficient for of marketing, with the ROI of getting a client, or possible client to your Web page being 100%. Web site and Web page sponsorships have also become efficient if you’re dealing with a site that has the ability to geo-fence your marketing message. What this means is that your message would only be shown to site visitors that are situated in areas that you have previously set up with the site that you are advertising on. Now, not all sites have this ability, so make sure you ask about this feature when you discuss your advertising plans with them. Also, be careful in picking your Web ad size. Most people have trained themselves not to look at the top few inches of a Web page that usually contains a banner ad. You’re better off running tile, skyscraper and empire ads that are along the side of the site’s content. Or better yet, try to get “ads” that are embedded within the copy of the page. Many B2B companies now send out monthly, weekly or even daily newsletters that you can sponsor. But remember, seeing your ads too often can actually turn a prospective customer off toward your company.
The most exciting venue for non-traditional media (at least in my opinion) is promotions/guerilla marketing. This can range from a low key whisper marketing campaign all the way up to scooter squads and brand ambassadors. When a promotion is done correctly, it has a great chance of being covered by the local news. And if it’s truly great and out of the ordinary it possibly even land on a network newscast. It does have some drawbacks though. It takes a real left-brained person to organize and carry it through. Lots of Is to dot and Ts to cross for everything to run smoothly as planned. That’s why you really should be working with professionals who do these kinds of things for a living every day.
Guerilla marketing can also include another venue. I like to call it “whatever you can think of.” This can include everything from ads printed on deli cups, to graphics on the floor at supermarkets or department stores, to Post-It notes attached to a newspaper or magazine ad, to one of my favorites… ads on sailboat sails. You’re only limited by your imagination.
No matter what medium you are going to use, you need a media process to get the most out of your expenditure. At dio we use the following media process steps:
Media Compilation
Historical Dissection
Plan Evolution
Plan Dissemination
Plan Endorsement
Implementation
Post Determination
Future Plan Evolvement
If you have any questions, or even want to discuss any of the above thoughts, feel free to contact me, Lee Karon, Media Director at dio at (717)764-8288 x108 or at lkaron@diousa.com.
Monday, July 26, 2010
Flippin' Out on Social Media
I bought my iPad in May. Friends challenge me on why I would get this “thing” – and didn’t “get” my explanation was that I wanted a wide-screen iPhone for my sofa to feed my Facebook habit, news habit, and Netflix queue update needs. My real passion now is to use it as a reader for the New York Times – Wake up Sunday, make tea and start sifting through the “un-paper” in an easy to hold, easy to navigate format – one that I don’t have to leave the house for.
Of course this weekend, the Times did not fail to enlighten me; this weekend the NYT tech coverage turned me on to Flipboard, a new app that blew me away. Why?
It’s a digital magazine you can flip through with content from your favorite social media, news, and entertainment outlets – a one-stop platform to check your own tailored digital magazine with a fun interface, intuitive ease of use, and stunning graphics. The linear worlds of Facebook and Twitter are turned into smart layouts. Actually the word “magazine” does not work, as this is a living interactive, very sexy journal of YOUR content.
Facebook was becoming a drag on the iPad; since they have not released an iPad app, and it is really hard to deal with the grainy pictures of friends on the high-res screen. As far as twitter, I am still green to adoption, a casual observer warming up to the way it feed off my news junkie side, and allows me to receive sound bites from stars, thought leaders who make up my little personal tribe
Unfortunately, there is a waiting line to get your Facebook and twitter account integrated; however with the news feeds (Love “cool hunting”) aggregating the latest information from blogs and news sources, this is one sticky app you should definitely give a try.
Of course I have to look at this all from a marketing perspective, and there is great opportunity. We all know that word of mouth “buzz” helps increase sales for great products, services, music; however Flipboard can bank on these conversations immediately by aggregating and serving up direct transaction offers to users at the same time as they get “organic” awareness from a friend's trusted testimonial.
The next stage for Flipboard is the integration of a startup they purchased called Ellerdale, which will enable Flipboard to analyze its users favorite artists, geographies, literature, etc. based on reading and usage patterns. This will allow the site to offer a highly personalized experience akin to Pandora’s music server… the more you use it and provide input, the tighter the content is delivered to your tastes.
There is a social conundrum however… Let’s take a look at Netflix. They used to really know my indie art film tastes and would always give me great recommendations; however those recommendations have been greatly skewed after renting Disney and teen films this summer for my friend’s kids! The implication from a social perspective is if I will now need to edit my Facebook friends to just those with opinions I really value, lest my Facebook inclusions of third cousins, childhood friends, tourists, and those six-degrees of separation folks start skewing my content delivery!
I digress… give Flipboard a try – I’d love to hear what you think, and we’d love to discuss how the changing social media can benefit your business.
Of course this weekend, the Times did not fail to enlighten me; this weekend the NYT tech coverage turned me on to Flipboard, a new app that blew me away. Why?
It’s a digital magazine you can flip through with content from your favorite social media, news, and entertainment outlets – a one-stop platform to check your own tailored digital magazine with a fun interface, intuitive ease of use, and stunning graphics. The linear worlds of Facebook and Twitter are turned into smart layouts. Actually the word “magazine” does not work, as this is a living interactive, very sexy journal of YOUR content.
Facebook was becoming a drag on the iPad; since they have not released an iPad app, and it is really hard to deal with the grainy pictures of friends on the high-res screen. As far as twitter, I am still green to adoption, a casual observer warming up to the way it feed off my news junkie side, and allows me to receive sound bites from stars, thought leaders who make up my little personal tribe
Unfortunately, there is a waiting line to get your Facebook and twitter account integrated; however with the news feeds (Love “cool hunting”) aggregating the latest information from blogs and news sources, this is one sticky app you should definitely give a try.
Of course I have to look at this all from a marketing perspective, and there is great opportunity. We all know that word of mouth “buzz” helps increase sales for great products, services, music; however Flipboard can bank on these conversations immediately by aggregating and serving up direct transaction offers to users at the same time as they get “organic” awareness from a friend's trusted testimonial.
The next stage for Flipboard is the integration of a startup they purchased called Ellerdale, which will enable Flipboard to analyze its users favorite artists, geographies, literature, etc. based on reading and usage patterns. This will allow the site to offer a highly personalized experience akin to Pandora’s music server… the more you use it and provide input, the tighter the content is delivered to your tastes.
There is a social conundrum however… Let’s take a look at Netflix. They used to really know my indie art film tastes and would always give me great recommendations; however those recommendations have been greatly skewed after renting Disney and teen films this summer for my friend’s kids! The implication from a social perspective is if I will now need to edit my Facebook friends to just those with opinions I really value, lest my Facebook inclusions of third cousins, childhood friends, tourists, and those six-degrees of separation folks start skewing my content delivery!
I digress… give Flipboard a try – I’d love to hear what you think, and we’d love to discuss how the changing social media can benefit your business.
Wednesday, June 16, 2010
FREE Social Media Webinar - Driving Sales with Social Media
RSVP here for our upcoming FREE interactive Social Media Webinar!
Driving Sales with Social Media
Wednesday, July 14th, 2010
2-3pm
Join dio's Social Media Strategist, Katy Halter, for an informative look at how Social Media can drive your business' sales. From Facebook to Twitter, Blogs to YouTube, she'll give you both an overview of how the social sites work and will entertain live discussions about how to best leverage social interactions for your industry.
Sign up NOW! Only 20 spots available!
Driving Sales with Social Media
Wednesday, July 14th, 2010
2-3pm
Join dio's Social Media Strategist, Katy Halter, for an informative look at how Social Media can drive your business' sales. From Facebook to Twitter, Blogs to YouTube, she'll give you both an overview of how the social sites work and will entertain live discussions about how to best leverage social interactions for your industry.
Sign up NOW! Only 20 spots available!
Friday, May 28, 2010
The AP Needs Your Help!
The Associated Press is updating it's stylebook to reflect social media and new media that have become an integral part of our everyday personal and professional lives. But they need your help to define what is worthy of including in the guide book!
Check it out - you can tell AP what to include at this site. While the page layout is pretty jumbled with all of the comments and suggestions, kudos to AP for sourcing their content in a 'social' way.
Check it out - you can tell AP what to include at this site. While the page layout is pretty jumbled with all of the comments and suggestions, kudos to AP for sourcing their content in a 'social' way.
Monday, March 15, 2010
INployees - A Power Ballad about Customer Service
Geico recently created the following power ballad video about their devotion to customer service. The surprising part is that it was created for the enjoyment of its employees.
(PS- Can you figure out who the celeb in the wig is at the end? Hint - He's not Jimmy Buffet, but they do share names).
This is a great example of INployeesTM in action at Geico - meaning employees that are living and breathing the Geico brand in everything they do.
For more information on INployees, check out our whitepaper section on our Web site at www.diousa.com.
Thanks to BrandFreak for finding this gem.
(PS- Can you figure out who the celeb in the wig is at the end? Hint - He's not Jimmy Buffet, but they do share names).
This is a great example of INployeesTM in action at Geico - meaning employees that are living and breathing the Geico brand in everything they do.
For more information on INployees, check out our whitepaper section on our Web site at www.diousa.com.
Thanks to BrandFreak for finding this gem.
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