How to Market to Moms: Night Time is the Right Time

When the producers at Viacom did some market data on their viewers, they discovered an interesting insight.  Moms would often put their children in front of the television to watch shows on Nickelodeon while they cooked, cleaned and did chores around the house, anytime between the hours of 5 p.m. and 10 p.m.  These mothers would then turn the TV off to put the kids to bed, returning sometime after 10 p.m. to sit in front of the television to relax for a moment, and to unwind from the day.

And the first channel these moms saw when they turned on their TVs?  It was Nickelodeon.

Viacom’s leading executives got creative with this insight and recently launched an effort to connect to these moms through a 2-hour television slot that runs programming geared toward moms from 10 p.m. until midnight (7 p.m. until 9 p.m. PST).  The idea was to capitalize on this routine action by introducing a brand targeted toward these moms during that time slot.  The answer?  NickMom.

But more than just a block of programming, NickMom is also a community. Women who watch the programming in the evening can also incorporate elements of social television, Tweeting and Facebooking about their favorite shows and bringing the channel into their homes on multiple screens.

One tiny insight led to an entire brand strategy overhaul at Viacom.  The insight is a powerful one, too.  Because of school schedules, soccer practices and piano lessons, plus work, many moms do not get to relax until the end of the day.

Marketers can use insights such as this to help their own companies to reach out to moms as well.  In many families, mom might sip a glass of wine to unwind as her family lay resting, sitting on the couch with her tablet in hand as she checks her email, messages friends on Facebook and browses on the online shops from her favorite retailers.  In fact, in 2011, the New York Times published an entire article on the phenomenon of inebriated shopping.  The article notes how companies like Gilt, Sacks, and QVC are capitalizing on the trend, noting spikes in sales around the evening hours, and also noting that the offers sent around these times generate results.  Though the Times article doesn’t specifically limit the tipsy shopping trend to moms, it’s worth noting that the article mentions various types of companies that cater to the female, 18-35 age group.

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Are you a social savvy mom? Connect with us on Facebook, Twitter, Instagram, Linkedin, Pinterest and Youtube. You name it, we got it!

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Even for moms who do not drink alcohol, the evening is time to relax.  Once dinner is served, dishes are washed and kids are asleep, people are happy, relaxed and ready to spend some time on themselves.  And, in this era of mobile devices, sitting down watching television doesn’t mean you have to quit browsing the Internet – you can browse from your phone, pausing your program at any time to make sure you don’t miss anything.

If you are trying to hone in on moms to help grow your business, perhaps it is worth experimenting with running an evening promotion, sending nighttime email blasts or posting on Facebook later in the evening, after work hours.  If you can reach the mom when she is feeling social and relaxed, you are not only are more likely to inspire a spontaneous purchase, but also to form a positive association between the mom and your brand.

Moms are a very particular target, and in many homes they hold the purchasing power to make decisions as to spending, budgeting and savings.  To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, check out our Florida marketing agency’s recent whitepaper on marketing to moms, which discusses strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business.

New year, New plan: Resolve to revamp your strategy in 2013

I’m not always one for resolutions, but this year sees more reasons for change.  In 2012, we saw what a major role social media and digital strategy played in the presidential election – many people have gone on the record to say that one of the primary reasons for Romney’s defeat was the lack of an integrated digital campaign strategy.  Regardless of whether that’s true, it speaks to the profound implications that an effective social media strategy might have on your business.

So this year, I’ve decided to make it my personal resolution to help impress the importance of a digital strategy on our Orlando ad agency clients, as well as all of our friends in the advertising and marketing world.  It can be difficult to keep up with all of the new trends and ideas.  Two years ago, daily deals were the future of Internet marketing, while today, businesses like LivingSocial and Groupon are tanking.

This is why we consider it essential for businesses of all sizes to reassess their digital strategy to help grow their businesses through marketing in 2013.  Our Orlando marketing agency strives to provide our clients with successful digital marketing strategies on budgets of any size.

Our first tip is to remember to invest in marketing, but know how to do so wisely.  Generating a flashy marketing campaign won’t be worth the effort if the product can’t stand on its own.  We encourage you to work with a strategist or consultant who truly understands the intricacies of successful digital media.  Companies that have taken the plunge to invest a few dollars in professional marketing typically see high returns for the money spent.

Next, companies should invest resources in learning how to leverage social media.  As we’ve noted in the past, a college student might not be the best person to run your social media platform.  Smaller companies can resolve to use social media to their advantage, encouraging people to Tweet at them for the opportunity to win new products or encouraging them to share information in order to receive discount promo codes.

Finally, and most importantly, we urge you to resolve to continue to consider the end user.  Sure, you want to sell products, but think of the ways that your company might alienate users when you constantly send emails, overselling them on products or services that they might otherwise love.  While we’re not telling you to that marketing strategy is completely organic and reliant upon word-of-mouth, we do encourage you to carefully seed your strategy, and to allow it to take off from there.  Carefully review customer data to find out what people love about your brand, and use that information to develop plans that speak directly to your customer.

Above all, resolve to create a brand strategy that puts your customer first, thereby empowering you to extend your company’s resources to create the solid foundation for an invigorating digital strategy in the new year.

Check out some of the digital marketing and engagement campaigns we’ve done for our clients. We’re pretty satisfied with our work, no bragging needed.

What makes a social media campaign so successful?

If there’s one thing we’ve learned here at our Orlando ad agency, it can be very difficult to offer a clear cut return on investment for social media efforts.  In fact, most companies inherently sense that there is some value in having an active and engaging social media platform, but because they can’t always tie it to an actual return, it can be difficult to determine the exact value of a Twitter follower or a Facebook “like.”  While it may be slightly easier to determine a return based on a campaign that successfully incentivizes people to purchase a product, it’s nearly impossible to determine how a successful campaign leads to brick and mortar sales, brand perception and other valuable consumer information.
But, a new method of thinking suggests that marketers look to other data points beyond a dollar for dollar return.  These new media experts suggest that, in the same way that advertisers can’t necessarily calculate an exact ROI based on the success of a single television commercial campaign, they should stop trying to attach a ROI to a social media campaign.  [quote] In fact, with the field of data science constantly growing in value, it’s highly possible that in the future, big data will be more valuable for a company than dollars spent.[/quote]

The following are some metrics that advertisers can use in order to help them determine an actual return on investment for a social media campaign.

Data through qualitative responses: One of the best ways to find out what consumers want from your company is to ask them directly. If the goal of your social media campaign is to ascertain data about customer wants, then incorporating questions that encourage them to engage by providing information such as their favorite websites or types of features they’d like to see integrated with your product, then a breadth of data can be invaluable.

Sharing: People tend to share content that triggers an emotion, and that they feel the need to share with others.  On Facebook, “likes” are valuable, but sharing is what brings your content into the minds of people who wouldn’t have seen it otherwise.  You can calculate shares in terms of impressions, and can compare your shares against previous campaigns.

Click-through rates, conversions and other analytics: You can also use data tracking tools such as Omniture to find out where people are finding your content, how long they stay on your page and other useful information that can help you build more successful campaigns in the future.

Press Impressions:  You know you’ve built a strong campaign if the press are covering it in a positive light.  AdAge and other companies are always reporting on businesses that use social media and digital marketing in innovative ways, and being able to capitalize on this helps to bring attention and viewership to your campaign so that even more people will pay attention.

At our Florida advertising agency, we understand that the importance of developing social media campaigns that drive sales in the short term while also providing a lasting brand-to-consumer relationship.  And in our book, a happy customer is always the epitome of success.

Contact us for help developing your social media campaign today!

 

 

Music and Advertising: A marriage that withstands the test of time

We all know that the music industry is constantly changing. From records, to 8 tracks, CDs to MP3s, music will continue to evolve and keep up with the ever-changing forms of technology. One constant that remains is the use of music in the advertising industry. Whether you hear a jingle on the radio or the chorus to a pop song in a commercial, advertisers will always use music to influence the emotions and preferences of their audience.
Why would an advertisement want to use music to promote their product or tell their story? In some cases it’s to provide some type of entertainment along with the ad and keep the viewer’s interest piqued. In other situations, an advertiser may use music specifically popular with their target demographic. An even simpler example is using a top-of-the-charts song to associate a brand or product with something that is already popular.

Here are some examples of different ways music influences advertising and in some cases the advertising industry influences music.

Many advertisers will work with independent bands and emerging artist by featuring their songs in their ads. The television commercial is the new music video. This isn’t a new concept, however. During the 2000s Apple was using new artists to promote their products.

Advertising also has an effect on music. By having the opportunity to get their music in front of a much larger audience than ever before, some independent bands will find success by having their music used in ads. For example, “We Are Young”, by the band Fun had a number 63 hit. After being featured during the Super Bowl for a Chevy ad the song made it quickly to number 3 then spend a few weeks at number 1.

In the case of the famous 1971 “Buy the world a Coke” ad, “I’d Like to Teach the World to Sing (in Perfect Harmony)” a song created by the advertisers was written. The song become so popular it was re-recorded by The New Seekers as a full-length song and became a hit record reaching number 1 in the UK and 7 in the U.S.

You can’t discuss music in advertisements without the jingle. Fun fact: This jingle was written by Barry Manilow.

http://youtu.be/X2QnG3DwVW0

The way music has become available by so many different means recently (Spotify, Amazon, iTunes, Pandora, etc.) is also being recognized by the advertising world. Which is why one popular way to grab the attention of potential smart phone consumers is to showcase music within the media players.

Music has consistently influenced the advertising world and as of more recent, the advertising world influenced the music industry. Where do you think the relationship between music and advertising will go in the future?

Written by, Sarah Hall ~BIGEYE Creative, Designer

Should America take advertising cues from the French?

A few months ago, I visited Belgium and France. I was born and raised in that part of the world, so my trip was a mix of personal and pleasure. During my stay, I was reminded of how shocking and powerful advertising can be in Europe compared to the States.
French agencies are bold and quite fearless. They’re not afraid to use sex, violence and innuendo to broadcast their client’s uniqueness. In fact, these tactics sell products best there.

I admire the unrestraint of the French—their unbothered attitude, their love for life, art, and food—oh, how I miss the food! These attributes of the culture are translated into French consumerism.

Don’t get me wrong, some of the best advertising in the world comes from the U.S., but there’s something about French advertising that often seems more powerful and creative. I think this is because brands and agencies in the U.S. are often slowed down by the need to please everyone, in effect, stifling creativity.

Brands are less apt to take risk in the U.S. compared to France—for good reason. Maybe our society just isn’t ready for the boldness yet. Living advertising legend Luke Sullivan said, “We are culture tweakers… We ride the waves and currents of popular culture… We play in popular thought.” This couldn’t be truer. As advertising professionals, we need to tap into the mindset of our consumer and understand their wants and needs—and also their limits. We need to be great listeners and answer with advertising that speaks to them.

Okay, so back to France. I want to go over some of the great ads that I saw while I was there. These examples capture everything that’s great about French advertising—seduction, shock, drama, and entertainment; head turning images and provocative headlines tell it like it is. I hope you enjoy this collection!

The first ad I saw was at the Brussels airport. It is quite provocative… I don’t think we would ever see this at the Orlando International Airport:

I saw this commercial in France. It’s about drinking and driving. This commercial was played so many times on so many channels. Is it shocking or eye opening? Both? What would be the reaction if played on prime time here in the States?

Billboard I saw in France featuring a very famous French anorexic model:

 

This is an amazing and shocking ad featuring a famous model with a missing arm. The headline translates to: “Look into my eyes… I said my eyesSo that disability is no longer a handicap.”

 

What about this ad for United Colors of Benetton that I have seen many versions of during my trip?

 

French AIDS Prevention. The headline reads “Aids Makes Us Equal.” So powerful!

 

Could you ever imagine McDonald’s running an LGBT television commercial here in the United States? Maybe—just maybe—they’d run it in a targeted LGBT publication, but this commercial was running on prime time TV in France.

I hope you enjoyed this collection of French advertising. There’s more to come! So what do you think? Will we ever get to this high level of shock and acceptance here in the U.S.? I would love to hear your thoughts.

Written by, Carine Carmack  – BIGEYE Creative, Art Director

 

Three of the all-time greatest QR Code Fails within 2011


RedBull ran a series of subway ads featuring QR codes. This was not an ideal situation, considering most subways don’t provide mobile phone reception. Woops.

Continental created a QR code for its in-flight magazine. But when passengers were actually able to scan the code (before takeoff and after landing) they were directed to a pop-up window that displayed off screen.

Esquire magazine featured a QR code on the cover of one of its magazines, only to place it where the mailing label goes. Another unfortunate blunder.

To prevent one of these fails, contact us here to keep you on the right track!

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