Insight Advertising, Marketing & Communications

Banners vs. Native Ads - Who Wins?

With the birth of the Internet came banner ads.  You know, those annoying boxes that compete with the information you logged on to see.  The sales departments in newspaper, magazine, radio and television urged their clients to buy banner ads "to be seen by millions..."  We have, for years, been pitched the thousands, if not millions, of page views a media company says they get in the hope we'll purchase a banner ad and...we have.

Trouble is...they don't work very well.

That's not to say we didn't buy some.  However, in each case the number of clicks to a banner ad was, at best, underwhelming. While we've always warned that "page views" do not translate into "click throughs" some of our clients were still intoxicated with the idea of cheap advertising and increased exposure.  But then, following the run, they quickly opted out.

Now along comes a study that, in part, supports our long standing belief. The study says consumers visually engage with "native ads" 52% more frequently than with banner ads.  The survey used eye-tracking technology to measure ad impact for major brands. 

So, you're wondering, "What the heck is a native ad"?  Here's a quick description:  Think of an add that appears in the conversation stream of Twitter or Facebook.  You know, right there on the top of what a friend said about supper and below what somebody said about their kids.  They can also appear in blogs, smack in the middle of the conversation sort of like this:

 

(Sorry, a little self promotion can't hurt...)

If you are a small to mid-size company how do you get there?  Well, if you are already in social media circles you already have the power. Now what you need to do is visit regarding WHAT you do...making sure it's at least interesting to the audience.

Want some help?  We're here.

 

Study details can be found here: 

The study, titled Benchmarking the Effectiveness of Native Ads, used surveys and eye-tracking technology to measure ad impact for major brands.

Who Controls Your Brand?

I am a throw-back to another era.  I happen to enjoy getting the hard copy Des Moines Register each morning and have done so for years.  About 5am each day it's a cup of coffee and the Register.  And, except for the sports section (sorry Bryce) I tend to read every word. OK, confession...now that AHL Hockey is coming back and the Iowa Cubs are playing...I'll read those stories.)

When the Des Moines Register decided to start their "Pay-to-View" policy last year i didn't leave.  I signed up.  In other words, I'm a loyal customer and willing to shell out the $24 a month for the ability to keep informed at home or away on business.

The first time my newspaper was "delivered" to the end of my driveway (100 feet away from the usual location) I let it pass. "Maybe a new delivery person", I thought.  That was a week ago.

Yesterday, during the rain, the "delivery" was once again at the foot of the driveway. (Image 1)  Today the "delivery" was deposited next to the rain-soaked daily of yesterday. (Image 2) And, if you click on the image and look across the street you'll see my neighbor's copy about six feet away from the garbage containers.

Today I decided to report the issue.  It's not that I'm adverse to exercise, I did 90 minutes yesterday, it's just that I like the service.  So, I called.  The automation was expected and I requested a call back.  "The Machine" said that would happen within thirty minutes.  It did.

Sheila said it was not standard procedure for delivery on a carrier route to deliver away from the house and asked if I'd like to make sure we (and our neighbors) paper was delivered doorstep.  I did but, I wondered why I had to spend the time to wrangle through the reporting issue on the phone and on-line.

Bottom Line: No matter how hard folks work to produce a product the brand can be tarnished the most by the folks who actually come into contact with the consumer.  That's true here...and in your business...no matter what product or service you sell.

 

 

If you would like to leave a comment here, feel free.  Or let's connect on our advertising agency Twitter Feed @InsightADV and/or our advertising agency Facebook Page which is right here.  Thanks for reading!  Michael Libbie

Phone Calls - You Get Them Too?

We suspect there is an easy way to discourage these things like a "Do Not Call" list.  But we didn't because we enjoy getting them and learning how these long-distance "resellers" work.

You know the drill, "Hello!", says the chipper voice.  "I'm from Century Link and may I speak to the person who handles the account?"

Of course the tip off is...if they really are Century Link they would already know who handles the account.

So, we sometimes listen for a few seconds to the standard pitch and then ask, "So, are you a reseller or are you Century Link?" 

Pause...  "We work with Century Link to reduce your phone service costs."

So, you get these too?  What's been your tactic?  Just wondering.  They keep doing it so something tells us some of you...bite.  Want to share?

 

If you want to leave a comment here, feel free.  And/Or let's get together on Twitter @InsightADV and our advertising agency Facebook Page is right here.  Thanks for coming by!

It's Hard Not To Be Snarky...

The other day I was having coffee and a chat with a friend about advertising and marketing when I was introduced, by another friend, (see I have at least two) to a fellow who "specializes in social media advertising".  I decided to "play dumb" (not difficult at all) and hang on his every word.

"Yes, social media is the answer to advertising and marketing" said my excited new friend.  "Our firm doesn't even have a website.  Why would we? Facebook advertising is where it's at." 

"WOW", I said.  "So this social media stuff trumps newspapers, television, magazines, billboard and direct mail?"

"Oh yes", he said.  "And, Facebook trumps them all!"

I asked if his firm uses Twitter on behalf of his clients. "Oh yes!  We have a number of interns who Tweet for our clients so the client can focus on doing business and not have to be bothered actually doing the social media."

I mentioned I had heard of Twitter and also heard it was far better to have "organic" tweets rather than having the work outsourced to a third party.

"Nonsense!", he nearly shouted, "The important thing is to get the message out there."

I wish I had more time to learn about this new "social media stuff" but I had to run on to another appointment.  I did, later, look up this fellows professional profile and...

If you hold yourself out to be the savior of small business you might want to be in the loop.  Not long ago I warned you about a "One Trick Pony" little did I think I'd bump into one.  When somebody tells you they have "all the answers" to your marketing dilemma, two words:  Buyer Beware...

 

 

If you want to leave a comment here, feel free.  Or join us on our Twitter Stream @InsightADV and our honest to goodness advertising agency Facebook Page is right...here.  Thanks for coming by! Michael Libbie

Grab the Hanky - Emotion Rules

Let's say you are trying to re-brand your product or service because you've had a recent spate of bad press or sales have slumped or your brand is just "tired".  What would you do?

Many marketers would look to reinforce their image by creating a campaign that speaks to the cost/benefit aspect or perhaps go out of their way to become "historical" by saying they've been around a long time so..."trust us".  Or they might use the compare/contrast campaign.  Trouble is, none of them work as well as...emotional messages.

Smart marketers know the real way to re-brand is the campaign that tugs at the heart.  The campaign that makes the brand more "human" and less "corporate" will win the day.

In our marketing presentation "Five in Twenty Four" we talk about how emotional advertising trumps "fact based" campaigns and reference the study done by Hamish Pringle and Peter Field published by our friends at Advertising Age in March 2009.

This past week we've seen a couple of giants roll out emotional based campaigns.  Dove used a forensic artist to draw images of women as they said they saw themselves and then as other saw them.  It's a campaign that works...and now has nearly 30 million views on YouTube.

Now Johnson & Johnson is making an emotional appeal an an attempt to put some bad press in the rear-view mirror.  Here's a sample:

 

Once again it works. 

So, the message here is when you're considering a re-branding campaign spend the time and money to do something worth remembering.  Emotion...rules.

What do you think?

 

 

If you would like to leave a comment here, feel free.  You can also join us on our Twitter Stream @InsightADV and our advertising agency Facebook Page is right here.  Thanks for coming by!

Unity Point Health...WHAT?

During the past week we've seen and heard a bunch about the new name for Iowa Health System now called Unity Point Health.  We understand this name transition has been going on for a while.  We can't confirm but sources have told us the effort has been going on for nearly two years. Clearly, based on the large number of television ads, the marketing team has been working on this for a long time.

We "get" the name change.  After all when the company is doing business in multiple states it makes sense to brand the product using a more universal name.  However, as you can see by the logo...not much really changed.  We would have rather seen a more dramatic alteration of the old logo but, here too, we understand the emotional attachment to the old.

However we're puzzled by the scripts used in the radio ads and voice overs.  Here is an example.  Listen carefully.

 

Not trying to be snarky but is Iowa Health, now Unity Point, admitting that for decades they have had this health care thing all...wrong?  Just now they have decided to put patients first?  Just now they are coming to grips with coordinated health care between the physician, hospital and clinic?  Just...now?

It's a head shaker and the result of when scriptwriters get ahead of themselves trying to re-make a brand when, in reality, only the name has been changed.  That's our take...yours?

 

 

If you want to leave a comment here, feel free.  Or join us on our advertising agency Twitter Stream @InsightADV and our agency Facebook Page is right here.  Thanks for coming by...

Customer Service Lessons from...Chubby Checker

We're sure you are wondering, "How could Chubby Checker hold the keys to improving customer service for my business?"  OK..fair question and here is the story.

A couple of weeks ago I made contact with Chubby Checker about his appearance in Iowa.  We've been friends for years but I'd never seen him perform.  He, right away, shot me an email saying, "Love to see you! Here is the contact information for my road manager Mike Windish."  If you've had any experience with the entertainment industry you know that customer service is often lacking.  But I called Mike and left a message.  Within thirty minutes he called me back to make "arrangements".  I told him we'd buy tickets and he said, "No sir, Chubby insists" and asked me to call once we arrived.  I did and he was there to greet our party of three and the experience was...great.

So...what are the lessons your business can learn from Chubby?  Here you go:

• Return Phone Calls - Seriously...so many times we are the folks wanting to buy but trying to get a return call is often futile.
• Take the Time - Mike Windish is a busy guy with a family and a very public job (he's also the drummer in the band) yet he took the time to visit about a variety of things and that was surprising.
  
• Follow Through - It could have been, "Your tickets will be at Will Call" and that was it.  But, Mike followed through with a text and a phone call to make sure.
  
• Be Nice - We had NO idea what Mike looked like.  Yet when we entered the concert area my phone rang again. "I think you just walked past me..."  When we met he said, "I figured that was you. You have a presence..."  He didn't have to say that.
• Make It Easy - It was all Mike Windish who set up the after concert meeting.  Made sure security knew who we were as well as the band.
• Never Forget - Who the customer is...and what they can mean to your business.  Mike...gets it.

When we were leaving I asked Mike how it was that a 32 year old (former school teacher by the way) understood how critical his job of "customer service" is.  He said, "I am honored to be working for a wonderful teacher.  Chubby Checker is the very best at understanding what needs to be done...every day...to remain successful."

Nice...very.

 

 

If you would like to leave a comment here, feel free.  Or let's get together on our advertising agency Twitter Stream @InsightADV or our agency Facebook Page.  Thanks for coming by!

Social Media Strategist?

If you were to "Google" the words "Social Media Strategist" you would find an endless stream of people selling their knowledge about this new media.  LinkedIn offers this definition:  "Social media strategists are marketing professionals who specialize in the research, planning, development and (often) implementation of a business' social media program. Companies need to understand that social media is not a single campaign. They must "socialize" in the arenas where they create a presence."

I agree and it is that final sentence that you and your business needs to understand. 

Over the past few years we've run into dozens of "social media strategists" or at least they bill themselves as such.  Not long ago we asked on our agency Facebook Page and on Twitter for a recommendation or two so we might visit with them to learn exactly what they....do.

The response was underwhelming.

So here are a couple of tips when and if your business goes out seeking a "social media strategist" to help your marketing efforts:

• Investigate - It's pretty easy to find out who is and who is simply posing.  Check their social media feeds and see exactly how active they are.  What kind of content do they deliver and are they the right fit for your business;
• Understand Marketing - Look again at the definition. "...social media is not a single campaign."  In other words it will not replace all existing marketing efforts. Anybody who suggests it will...show them the door;
• One Trick Pony - If the person who is pitching you understands only Facebook or only uses Twitter and isn't able to talk the many other forms of social media...beware;
  
• Coach or Take Over - Some in the field offer "coaching".  They realize the best social media program comes from people deeply involved with the product or service.  We tend to favor that method rather than simply being the "voice" long term. 
  
• A Good Fit - Whomever you choose to help needs to have an understanding of your business and your market.  On the job training of your social media strategist takes time...and money.

Not every person involved in social media is a "strategist".  While anybody can throw together a few Tweets, a Facebook Post or a Blog...not everybody understands how to plan and make it...work.  Good luck out there and be careful.

 

 

If you would like to leave a comment here, feel free.  Or let's connect on our Twitter Stream @InsightADV or our advertising agency Facebook Page is right here.  Thanks for reading!  

Video Worth Sharing...Dove

Over the years we've produced hundreds of hours of video for television and the web.  That process is so much more complex than most business people realize.  To produce a high quality video for business it takes planning, talented staff and a firm grip on the "end result".

That's why we want to share this powerful piece with you.  Dove is an old brand and we would bet it's not on the "want list" of many young women.  However, this very classy piece may just change that.

 

Well written, filmed and scored it is a very touching piece that, we think, ranks among the very best pieces of marketing video...ever.  And, again, that is no accident.  This took lots of time, talent and work.  Well done!

 

 

 

If you have a comment, feel free to post here.  And/or follow us on Twitter @InsightAdv and our advertising agency Facebook Page is right here.  Insight Advertising, Marketing & Communications is a full service advertising agency based in Des Moines, Iowa.

Get Ready Main Street - The 800lb Gorilla is Coming

If you own a small business this news should warm your heart.  Walmart has announced that it will shift some of their national television advertising dollars to local TV in some 60 markets. The company will create 1,500 "hyper-local" television ads targeting price.  Actually, they will be targeting the local retail stores which dot Main Street.

Why?

Because they want a bigger slice of the grocery store business.  But, you can bet it does not stop there.

The retail giant will not only produce a mind-blowing 1,500 ads they will also extend the life of the campaign by using social media.

Before you put up the "Out of Business" sign some things you can and should be doing...now: (Uhm...HyVee, Fareway, Dahls and others...)

• Hammer Local - You are already the local business.  Today get "hyper-local" in your marketing efforts.  You live in the community.  You give back to the community.  You serve local community friends, family and neighbors.
• Get Creative - There are a dozen ways in which you can top this move if you sit down and think, "How do I better serve shoppers?"
• Get Personal - While Walmart is going to highlight price by comparing sales receipts you can highlight the people you serve and the people that serve the consumer.  Make it a personal experience.
• Get Help - Trust me, you can't do this alone. I realize you "think" you know advertising/marketing it's not your core craft.  You make stuff to sell stuff or buy stuff to sell stuff.  Marketers are the folks who help you sell...more with better communication.

You can not attack this with Facebook alone.  You can not respond with cool signs.  You cannot do this with newspaper ads.  You can't do this with a speech at your local Chamber.  You can't.  It is that simple.  To be able to extend your brand to your core audience you must employ a host of methods...and you might want to get started today.

If you would like to read the article from our friends at Advertising Age, here you go.

 

 

If you would like to comment here, have at it.  To connect with us on Twitter it's @InsightADV and our advertising agency Facebook Page is right here.  Thanks for coming by...and hope it helps.  Michael