As a complete, utter and wholly self-proclaimed TV junkie, I always get a little (OK, a lot) excited in the spring. Why? Because it’s upfront season, of course.
For those of you outside of the advertising and media world, the “upfronts” are the week in May when the networks trot out their fall schedules to national advertisers then try to sell boatloads of expensive advertising essentially on spec. By teasing advertisers with new shows, existing shows and lots of audience research, the hope is that advertisers will invest heavily before a show is proven to be a success. Thus, upfront. Pretty nifty, eh?
I totally love the upfronts. Though I’ve never been, I envy my friends and colleagues who have had the opportunity to attend. The event has expanded beyond the traditional networks. Of course, CBS, NBC, ABC, FOX and The CW give big presentations, but now TNT/TBS, ESPN, USA and other cable networks have joined the fray. Everyone wants a piece of the advertising pie. TV audiences have become very fractured, and the main networks no longer have ultimate power to guarantee enormous audiences. The broadcast network is still a great, tried-and-true way to blast your message to a lot of people, but cable is taking dollars and eyeballs from the networks.
In a nutshell, each network hosting an upfront will present its fall and spring schedules to their advertisers in elaborate and fancy-schmancy presentations. They will tease new shows, or if a show is particularly exciting, they may even show the whole stinking pilot! Could you imagine? Having a sneak peak of the fall’s must-see show before anyone else? What could possibly be more exciting? NOTHING. That’s what.
It’s so cool to see how the networks pick and choose between the myriad of pilots that have been ordered. The pilots are viewed, tested, retooled and then either picked up, shopped to another network or dropped altogether.
Last year, there was a pilot for “Wonder Woman,” but it wasn’t picked up. In the end, it was a complete mess. But then there’s “Revenge.” Who would have thought that a very retro soap opera in the vein of “Dynasty” would become so popular? ABC, that’s who! Now it’s a buzzy, well-rated show moving forward with a second season. CBS was so excited about “Person of Interest” that they give it the plumb Thursday timeslot at 9:00 PM. It’s now a top-rated show. And it’s awesome.
But selecting a winning show is a complete crapshoot, and the gambling aspect is kind of what appeals to me the most. (Though I am not a gambler in any way and think that Las Vegas is quite possibly the worst place in the world.)
Executives sit around with mountains of research and demographic information to try to create the best schedule to bring big ratings and even bigger advertising revenues.
What will be the break-out hit of the 2013 season? Will NBC be able to bring itself back to Must See TV glory? Will CBS continue to bet on more crime procedurals? What will ABC do to fill the void of the departing “Desperate Housewives?” These are all the questions that the upfronts will answer. It’s just around the corner and I can’t wait.
Further reading: The future of Hulu: Will announce original content at upfronts
Tags: current events, entertainment, Marketing, television, TV
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Exciting news to share with you today! Miller Brooks walked away from the local ADDYs last week with nine awards—four Gold and five Silver. The Gold awards are automatically entered into the district ADDY Award competition, which announces the winners on April 1.
The ADDY Awards are the world’s largest advertising competition, which recognizes creative excellence from companies around the world. The following Miller Brooks submissions were awarded local ADDYs:
Patrick Kelley, our executive creative director, said, “We’re honored to receive such tremendous recognition for the quality of work our team has produced to ensure our clients’ branded materials build success. We take a certain pride in our creative prowess, and are always proud to share our continued success at the ADDYs with our expanding client base.”
Congratulations to all of the winners, and to our fantastic clients! We look forward to another great year with you.
Related posts:
2011 International Davey Awards
2010 Indianapolis ADDY Awards
Tags: AAF, ADDY Awards, awards, clients, contest, Events, Indianapolis, Indianapolis ADDY Awards
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In anticipation of this year’s Super Bowl, many advertisers extended their media spend even further by leveraging a strategy to “tease” the spots weeks before the actual game.
One example was a spot from Honda. To promote the Honda CR-V, the automaker took a route of nostalgia: “Chica-chicaaaa…” enter Ferris Bueller. The spot features the beloved Ferris—ahem, Matthew Broderick—taking a day off from his adult life.
So, how did Honda maximize their spend? By leveraging an integrative strategy for the spot, beginning weeks ago. Before the game even started.
Two weeks before the game: a :10 teaser spot was released online to create mystery and buzz. Some even wondered if it meant a sequel to the original Ferris movie. It landed mentions on national news and throughout social media.
One week before the game: an extended version was released online. I know I was among the millions who shared the link with friends. Did you?
And even yet, because many other Super Bowl advertisers leaked their spots on the web in the weeks leading up to the game, Honda still experienced a very cluttered media environment.
But Honda managed to claim a top spot even before the game kick-off. The Ferris Bueller spot was the most-watched on the web, with over 4.4 million views last week. And even a week before the Super Bowl, the Honda/Ferris spot held three of the top 10 trending topics on Twitter.
To extend the interaction with the audience and maintain post-game momentum, Honda alludes to more than two dozen references to the movie in the ad, and says, “Some are obvious, some are VERY subtle,” and encourages readers to tweet their finds with the Twitter hashtag #dayoff. Unfortunately, this is where Honda might have slipped a bit, because lots of people use the hashtag #dayoff to tweet about just that—their own actual day off.
Still, what a success story. The only question left? Where was Cameron? ”Let my Cameron goooooo.”
What was your favorite ad, and why?
Further reading:
The top five ads from the Super Bowl
The story behind Honda’s Matthew Broderick ad
Honda’s ‘Bueller’ Super Bowl ad got the most buzz
Related posts:
Who won the Super Bowl interview challenge?
Super Bowl trivia: How well do you know the stars of Super Bowl XLVI?
NFL sponsorships and prime advertising real estate
What happens when your campaign gets sacked?
Tags: current events, Events, Ferris Bueller, fun, Honda, Marketing, Matthew Broderick, online, social media, social media marketing, Super Bowl, Super Bowl 2012, Super Bowl XLVI, Twitter
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If you a) watch or read any news at all or b) live near Indianapolis, you’re aware that Super Bowl XLVI is coming up on February 5. In less than two weeks, the spotlight will shine on Indy and more than 100 million viewers will tune in to watch the game.
This annual sporting event also represents the night when the country’s biggest brands showcase their best creative work (a debatable topic for another day) and purchase the most expensive advertising around.
Sports around the globe have become more than a favorite pastime; they’ve become big business. The professional leagues claim the biggest share of revenue, but amateur leagues, university teams, even little leagues are scoring sponsorships as a way to manage their operating costs and turn a profit.
When you think about it, though, the NFL has yet to sell what could be its most lucrative advertising space yet: the players.
I’ve mentioned here before that I’m a huge fan of podcasts. I’ve recently become hooked on the Freakonomics podcast, hosted by Stephen Dubner, who co-authored the book of the same name with Steven Levitt.
In an October 2010 episode, Dubner posed this question: Why doesn’t the NFL sell ad space on the one piece of real estate that football fans can’t help but see—the players themselves? They currently only allow advertising at field level that is “related to the playing of the game: the Gatorade cooler, the Motorola headsets, the Wilson footballs, Riddell helmets, and Reebok uniforms.“
Watch European soccer, and you’ll see prominent sponsor logos on the fronts of the players’ jerseys. The sponsors are more visible than the names of the teams themselves. Why hasn’t the NFL—a group that admittedly likes making money—followed suit?
Consider these suggested reasons why:
As of today, tradition stands. Check out the podcast, and tell me what you think: is this a question of will the NFL allow advertising on jerseys—or when?
In 2009, they began allowing sponsors’ logos on the teams’ practice jerseys. Could the game jerseys be far behind?
Further reading:
- Podcasts: Why you should be listening
- So how much is an NFL jersey worth? More from Freakonomics.
- The University of Oregon’s relationship with Nike has made it an innovator in college football uniforms. You can see a little history of the partnership here and see the recent 2012 Rose Bowl uniforms on Nike’s blog. Could they start influencing the NFL?
- Peyton’s gotta work: new commercial from the endorsement king himself (below)
Tags: brand, Commentary, current events, Events, Indiana, Indianapolis, Marketing, NFL, sponsorships, Super Bowl XLVI
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After dinner the other night, I decided to give an advertising and pop-culture quiz to my kids. Mimicking the now-famous touchdown celebration, I asked them what I was doing. Without hesitation, my eight year old blurted out “Discount Double-Check” and proceeded to mimic the move as well.
The move, of course, belongs to Aaron Rodgers of the Green Bay Packers. The commercial, as you most certainly know by the massive media buy during the NFL playoffs, belongs to State Farm.
Toward the end of the season, when the Pack was 13-0, praise from sports fans and analysts was flowing like Old Milwaukee in Davenport, Iowa. The defending Super Bowl champs looked like a lock to hoist the Lombardi Trophy once again in 2012. However, there was no joy in Lambeau last weekend as the Giants defeated the Packers on their home turf.
So that leaves State Farm in—as Ulysses Everett McGill liked to say—a tight spot.
It’s hard to believe that the neighborly brand didn’t foresee this as a potential problem. In fact, Nike faced a similar dilemma a couple years back when it featured Bert-and-Ernie-like Kobe and Lebron puppets in its advertising, and the Cavaliers didn’t make it to the finals. Nike decided to stick with its shtick despite Bron Bron’s obvious absence.
So, what do you think State Farm is going to do?
Pull their starters
State Farm could pull the spots and run something else instead. But this seems unlikely given the huge momentum (and awareness) the DDC has already built.
Run up the middle
Keep doing what they’re doing. Any discussion of Aaron’s early ousting just means people are still talking about the brand.
Statute of Liberty
Run a trick play. Maybe they have a spot in the can showing Aaron in a fishing shanty. Or maybe they introduce Coach Bill Belichick and his Touchdown Celebration Snarl.
My prediction is that State Farm sticks to its game plan and continues to run the spots. For those of you marketing types keeping score.
Tags: Aaron Rodgers, current events, Green Bay Packers, Marketing, Media, NFL, State Farm, Super Bowl
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Have you ever wondered what actually makes a “tagline,” “tag-line,” or “tag,” a successful “tagline,” “tag-line,” or “tag”?
As advertising professionals (or simply advertising curious), we have all heard, read, written or criticized (often too harshly) a tagline or two. Usually critiqued upon more personal criteria like, “I recognize stupid, but this line lives in an entirely new realm of stupid.” Or, “If you’re going to pilfer a line, take it from someone who can actually write.” And having written my share of sometimes good and sometimes not-so-spectacular (client made me do it) taglines, I often ponder upon what it is exactly that constitutes/qualifies a successful tagline creation.
Webster’s defines a tagline as: n. A final line (as in a play or joke); especially: one that serves to clarify a point or create a dramatic effect. A reiterated phrase identified with an individual, group, or product: slogan.
You could say that a tagline can be defined as a variant of a branding slogan. Most typically used in advertising, it is a memorable phrase that sums up the tone and/or premise of a brand or product, which is written and designed to reinforce the audience’s memory of the actual brand or product.
Interestingly, taglines, tag-lines or tags are American terms. In the U.K., a tagline is actually called an end line, endline or strapline. In Belgium, it is called a baseline, in France they are signatures, and Germany, claims—but in the Netherlands and Italy, they are pay offs or pay-offs. Regardless of what they are called, their meaning is one and the same.
So, what makes a tagline a memorable one? At taglineguru.com, they rank the 100 most influential taglines nationally, starting from 1948. The criteria for ranking is based on four key influencers: Longevity: Have they endured the test of time? Equity: Have they become synonymous with a company or product? Portability & Memorability: Have they exercised an influence on our culture, media, and language? Originality: Have they broken new ground in the advertising industry? The top four rankings are as follows:
1. “Got Milk?” (1993)
2. “Don’t leave home without it” (1975)
3. “Just do it” (1988)
4. “Where’s the beef?” (1984)
And as you may have guessed, listing the brand or product name for these illustrious taglines is certainly not necessary, as they are now literally part of our daily vernacular. The youngest of the four is eighteen years old. Isn’t that an eternity in advertising years? Apparently not, as the oldest of the top 100 is still listed at number 13—“A diamond is forever” (1948). A 63-year-old, top-20 tagline—now that’s staying power.
But why is that? Why have these lines, and a plethora of like-sounding others, launched certain brands or products into superstardom? And then lived on for decades in both our hearts and minds? While others languish on a page sadly destined to be ridiculed by folks like us? Is a bloated, global advertising and marketing budget the prerequisite to their superior ranking? Well, it obviously doesn’t hurt; but are these lines truly special? Simply brilliant in a way that is relatable on a massive scale, revered by all that can read, and scorned (but loved) by those of us who wish we had authored?
I suppose we can say (somewhat safely) that many factors must miraculously align to catapult these commercialized haikus (we refer to as taglines) into becoming the enduring brand mantras or iconic symbols that represent, promote and elevate our favorite brands skyward.
There are plenty of overly written, information-packed sites out there focused upon the subject of taglines. Just punch “tagline” into Google and let the feeding frenzy begin. Interesting? Sort of.
But what interests me most as a consumer, as a self-effacing ad guy, as a tax-paying, flag-waving, overly zealous American citizen, is what you think. More specifically, what you think makes a tagline, a successful tagline. Tell us in the comments.
Tags: brand, Branding, Commentary, Communication, Creative, Marketing, tagline
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A friend recently called and asked for advice on how to advertise their single-location restaurant in a downtown setting. They weren’t getting the business they anticipated, and now they wanted to know how to increase traffic to the location.
Well, we all know the first answer: there should have been a plan in place before opening the store. The plan could have anticipated this common question that was now before them. Without that plan, though, the central question was this: can I afford to do mass-media advertising to bring in more traffic? And that question reduces down to: will I cover the cost of my advertising with an incremental increase in business delivered by my advertising?
First, make sure the fundamentals are in place to accurately measure the return. Understand your incremental profit margin after labor costs, food costs, rent and equipment costs. Then you can gauge how much incremental profit you need in order to cover your advertising costs. Most retail stores also note their average check and the number of transactions per day, and both will be helpful in determining your goals.
Once you know your goals and the number of transactions it will take to meet those goals, do a realistic projection of what you can reasonably expect. Some media vendors can help by providing guidance relating to what other retailers have experienced in terms of increased business or traffic counts.
So, will it pay to advertise? Work out the ROI, test it on a small scale first, and then determine if you should advertise on a large scale with a mass-media outlet like newspaper, radio or billboards. It could be that your best bet is to stay local, just like your single store. Perhaps a mix of some out-of-home media and some social media could create the buzz you’re looking for. Maybe a promotional mailing to the local office towers would generate the traffic you need, or a co-op mailer with the local Chamber of Commerce could deliver the results.
There are many ways to get your message (your offer) out. Think through all the channels of communication available to you before selecting. New technologies give you a whole new range of solutions to market your location. Think about offers in daily-deal sites like Groupon, LivingSocial, or Tippr that enable customer interaction on mobile devices. Or, consider location-based social networking websites like Foursquare.
More choices than ever are available to you, but start with the tried-and-true fundamentals and you’ll be on the right path.
Related posts:
Tags: billboard, broadcast, co-op mailer, Communication, Groupon, LivingSocial, Marketing, mass media, Media, newspaper, online, online advertising, outdoor, radio, social media, social media marketing, Tippr
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Walk down the street or open a magazine and chances are you’ll run across a little icon that’s changing the face of communications. It’s called a Quick Response code or QR code®.
A QR code is a two-dimensional matrix code readable by QR barcode readers and camera phones. The code itself consists of a series of black modules arranged in a square on a white background.
There are also codes that look like this:
This is a High Capacity Color Barcode (HCCB)—the name that is used by Microsoft® for its 2D barcode technology and serves as the basis of the Microsoft Tag application. Codes are made using clusters of colored triangles instead of square modules typically associated with 2D barcodes. HCCBs can range from 2-color black and white up to 8-color images.
Microsoft Tag is a proprietary 2D barcode implementation of HCCB that is specifically designed to be scanned by a mobile phone. The major difference between Tag and other 2D barcode technologies is that the URL (or data) is stored on the cloud. This means that you can actually use a single tag multiple times, allowing you to adjust your campaign on the fly.
QR codes have been around since the 1990s.
The QR code was originally developed in 1994 by the Toyota subsidiary Denso Wave to be used in tracking parts in the automotive supply chain. It has since been adapted for a variety of uses, including but not limited to, sharing a vCard, opening a web page, composing an email or sending a text message. They have been used everywhere from product packaging, magazines and signs, to trade shows, buses and business cards.
The applications are virtually endless.
QR codes can be used in a variety of ways and places. Using them in marketing efforts provides a greater ability to track response and calculate ROI.
Examples of QR code uses:
Why consider QR codes:
They’re green.
Using QR codes helps reduce the use of printed materials which saves paper, making it a more sustainable and cost-effective option for promoting your business.
Concise up-front information.
By using a QR code on your printed material, you don’t have to weigh down your target audience with too much information. In addition, it saves the recipient from having to carry physical materials, such as brochures and press kits, around with them—items that can be misplaced or accidentally thrown away. QR codes significantly increase convenience for your target audience members who use smartphones and provide an immediate experience with a brand.
Increased website traffic.
Since QR codes instantly take smartphone users online, they increase website traffic for companies. And chances are, once the person is online, they will delve deeper into the company web page to find out more information.
They’re new and different.
Tech-savvy smartphone owners love all things new and different. Giving them a new, more convenient and creative way to access information may get them more interested in what your company or products have to offer.
Cost considerations.
Denso Wave owns the patent rights on the QR code (the term QR code is a registered trademark of Denso Wave Incorporated), but the use of them is free of any license. QR codes are defined and published as an ISO standard.
A variety of online tools make it easy for anyone to generate a QR code. Real costs are incurred when there is a need for detailed reporting and campaign control using a provider like ScanLife.
Want to learn more?
Scan either the QR code or the Microsoft Tag featured in this article (or simply click this link) to view a digital version of our QR code white paper.
Originally published in the MB Journal Q2 2011
Posted in Advertising, Branding, Communication, Digital Media, Marketing, Public Relations, Social media | Comments Off
TweetIn one of my earlier jobs as an account executive at a big New York agency, my supervisor asked me to write a position paper on “wear-out.” In particular, he wanted a paper that he could give to the client that would discuss wear-out messaging in television commercials. In short, how many times could the different audience quintiles see the same ad before they became nauseated by the message?
Interestingly enough, P&G wanted to know, Lever wanted to know, in fact every client wanted to know the magic formula for messaging wear-out. Of course, there isn’t a magic formula, but you can make guesses based on the frequency of the message, the creativity and how much television the audience watched. The higher-quintile households watched the most television, and they were the first to reach wear-out.
This same conversation is taking place today on the Internet. Clients ask, “How many times can I send the same email before they become annoyed?” My standard answer is: unless it is relevant, don’t send it. First ask, will the recipient think I’m acting in their best interest by sending this email? If the answer is yes, then think about a messaging schedule that informs but doesn’t oppress.
Think about testing the subject line and be respectful of your customer’s or prospect’s mailbox. Think about establishing a relationship that can endure messaging going both directions.
Don’t wear them out. Otherwise you’ll be out, looking in.
Tags: conversation, frequency, households, messaging, television, wear-out
Posted in Advertising | 2 Comments »
Reading my Facebook feed recently, I encountered a status update by another ad copywriter who had recently been laid off. “What would Don Draper do?” he wondered.
“Get fall-down drunk and take home a cocktail waitress,” I chuckled to myself. But in the days that followed, the phrase stuck with me. A quick Google search shows it has a certain cachet on the web, too. There’s even this blog in which the author, pretending to be Draper, answers questions from readers. Here’s a sample:
Dear Don Draper, How do you wear a pocket square?
If I wear one at all, I use white cotton or linen squares and fold them in what’s called a Presidential fold: halved twice at right angles into quarters. And don’t be a dandy – it’s meant to be used.
In spite of his profoundly dysfunctional personal life, the smoldering Mad Men anti-hero radiates a cool self-assurance that eludes most copywriters I’ve ever met. Maybe that’s why we tend to view him in the same adulatory light in which minivan-driving, middle-class soccer moms view Oprah. To say we worship him would be to overstate the matter – but only a little bit.
Of course, “Don Draper” is a phony; an illusion created by the conflicted man behind the name, Richard Whitman. No wonder Draper is so good at persuading people to buy his ideas – his entire life has been one long con. Still, we copywriters can’t help but exalt the Draper persona. Supremely confident, unfailingly smooth and always in charge, it’s everything we aren’t.
Take me, for example: I gravitated toward a career in writing largely because I feel more comfortable behind a keyboard than in front of other people. After a mercifully brief stint in door-to-door fundraising 10 years ago, I figured out I wasn’t blessed with the gift of persuasion. Giving a sales pitch, I make Old Gil Gunderson look like Richard Branson – and that’s on a good day.
So I understood why my fellow copywriter invoked Draper in his Facebook status. Don Draper may not be our Jesus – he’s far too flawed for that. But look no further than this brilliant pitch Draper made to Kodak for evidence that, even though he’s purely fictional, Draper has earned his place among the gods of advertising.
Tags: Commentary, current events, Don Draper, fun, Mad Men, television
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May 17, 2012—The faces of MB
