Insight Advertising, Marketing & Communications

Telephone Directory Advertising...Please.

Welcome to our business publication about advertising, marketing and public relations...thanks for coming by.

Last week a friend who owns a nice little wine shop sent out an e-mail to several of his customers.  We're one of them.  In it he asked this question:  "Which do you prefer, Yellow Book or Yellow Pages?  Trying to figure out where our advertising dollars should go and we'd like to know what you think."

My quick answer was, "Save your money and put the checkbook away."

The longer answer is this:

It depends on what you are selling and your primary demographic.  That's not advertising agency "double speak" it is reality. 

In this case my friend is trying to reach folks who might like...wine.  In this part of the country there is plenty of competition from grocery stores, other wine shops, heck even Target sells wine.  So finding it ain't tough.

Finding somebody that knows something about wine is a different story.  We'll get back to that.

Telephone directories have had their day.  (Like rotary telephones.)  There was a time when the yellow pages directory was a staple of the advertising industry. 

That has changed.  Think of it...when was the last time YOU opened up a directory?  Me?  When I was in Memphis sixty days ago and I did not want to plug in the laptop. 

What should our friend do?  1)  Create a great website that he can update on a regular basis to keep fresh content; 2) Start writing (blogs) about the fact that he actually KNOWS something about wine and share the information. 

In the end...THAT is what his customers will be paying for.  Help, direction and knowledge.

There is no better time to get started than right now!  You with me on this?

Michael P. Libbie - Insight Advertising, Marketing and Communications...pass the wine!

Let 'em Talk!

Welcome to our publication about advertising, marketing and public relations...glad you stopped in for a read!

This past month we've been building some magazine ads for our client Calcium Products. 

Calcium Products is moving into a larger presence with the livestock industry.  We took a page out of the ol' marketing book and allowed the livestock to do the talking.  But what is missing here is "the pitch".

If you take a closer look there are fewer than 50 "sales words" in the copy (lower left side).  (And there were that many only because the product being sold has so many benefits for pastures, hay and forage.)  Less is always more.

Why?

The reason is we want the customer to ask more questions.  Why?

Questions sell better!  It's true.

If you can get the customer or client asking you questions about your product or service so much the better.  That's one of the reasons we resist using allot of words in our ads.  If you give away the entire story the sales side of the company doesn't have anything to say!  And, sometimes too much information is not only overwhelming but also can give the customer a "reason" to say no.

Remember ads don't always "sell".  They should inform...enough to make the customer want to go deeper.  And then it's up to the sales force.

Thanks for coming by...

Michael P. Libbie - Insight Advertising, Marketing & Communications

"Slow Down Ya Move Too Fast..."

Welcome to our Business Publication about advertising, marketing and public relations.

We think the fuel issue finally has the attention of the nation.  It's not that we've not noticed the steady price increase.  It's that it is about to get to a point where many of us will have to re-think how we conduct business.

For example, I was on the phone this morning with a client who tells me he needs to travel 1,100 round trip miles to do some dealer development work.  "I'm cringing about the price of making the calls."

So, we talked about it.  How to minimize travel but yet get the message to the perspective dealer.

The answer, we think, is technology.  While it's true most business sales have been done on a face to face basis there is no reason why we can't harness technology to do, at least, part of the job.  Consider:

• Video Links for sales messages that can be directed to each perspective dealer or target;
• Enhanced Power Point presentations;
• Video Conferencing;

There are a host of different ways to make the sale and save money at the same time.  While it is easier to say "no" using an e-mail vs. being in the same room the real secret is have a great product and a persuasive media message.  It goes a long way.

Slow down a little...and use technology and great media presentations.  So, what do you think?

Michael P. Libbie - Insight Advertising, Marketing & Communications

How "Cool" Is Your Career?

Welcome to our Business Publication where we give you our insight on advertising, marketing, branding... things that can make a difference for your business.

Sunday morning on our Rural Lifestyle Radio Show - Highway 6 - Your Road to the Country we had a story about the "coolness quotient" of careers.  Do you know yours?  Do you want to?

The Harris Poll, taken late last summer, surveyed 1,010 US adults about career prestige.  Do you really want to know yours?  (By the way, we'll tie this into branding/marketing in just a minute.)

Six occupations were seen to hold high prestige among those questioned.  Here they are along with the percentage of folks who thought these jobs were "cool":

• Firefighters - 61%
• Scientists - 54%
• Teachers - 54%
• Doctors - 52%
• Military Officers - 52%
• Nurses - 50%

These were followed by:  Police Officers - 46%, Clergy - 42%, Farmers - 41%.

Meanwhile, if you have one of the following careers or positions your "Coolness Factor" is under 20%.  (Just what you needed to learn on this bright Tuesday morning.)

• Athletes - 16%
• Business Executives - 14%
• Journalists - 13%
• Union Leaders - 13%
• Stockbrokers - 12%

And the rest:  Entertainers - 12%, Accountants - 11%, Bankers - 10%, Actors - 9%, Real Estate Professionals - 5%.

FARMERS "out cool" Bankers by 31%! Why?  What is it about the upper level vs. the lower level careers that might just inflate how the career is perceived by the public?

We think two things and here is where branding careers comes in:

First take a look at the top end.  Each career has a sense of believability to them.  Second, how is each branded by the media, marketing, employees and pop culture?

The high percentage leaders all have an "US" quotient while the bottom end looks, to those who responded, as having their careers based on "ME".

And is it any wonder?  But, the bigger question is how to reverse these numbers.  That, my friends, is the secret of a combination of advertising, marketing, public relations and internal marketing...in other words:  Branding.  Doubtful???

Tomorrow:  An example:  Building the Banking Brand...by capturing the values of the upper level "coolness quotient" and mixing them with the public perception of banking.  It's just an idea...

Michael P. Libbie - Insight Advertising, Marketing & Communications where we grow ideas...every day.

Building A Brand Within A Brand

Welcome to our business publication where we share our opinion about the power of branding, marketing and public relations.

Those of you who come by here on a regular basis know how passionate we are about treating customers and clients with respect.  From time to time we hold up examples of folks who are doing great things to grow their business. 

This is one of those times.

Meet Steve Smith.  Steve owns the Fastsigns franchise near our office and we've used his printing services for well over four years.   It's not about him being close...it's about the passion and responsiveness of his staff.  These are the folks that have created a "brand within a brand".  Here's more:

Fastsigns is a corporation with now over 500 franchise locations across the country.  A couple of months ago Steve's business took home three awards.  The first two:

• Million Dollar Award - Exceeded One Million in sales for the year.
• Business Operator of the Year.  It's given to the owner who, "...exemplifies the Fastsign goal of making the buying experience seamless..."  One award per year.

Nice job!

Meet Jennifer Wiggins who manages the local Fastsigns.  Jennifer is often the first face we see and her help and patience with our clients (and us) has been remarkable.  At the same event Jennifer was awarded the Manager Recognition Award given to only to the top 10% of all Fastsign location managers.  Well deserved. 

Congrats.

So why are we tooting THEIR horn?  Because they "get it".  They understand how important it is to:

• Advertise their business on a consistent basis;
• Be involved in community projects;
• Be as helpful as they can to their clients, in every way;
• Go out of their way to finish the job on time and make it right if something goes south.

Here's the kicker:   Our company, Insight Advertising, has clients all over the country.  No doubt many of our clients have a sign company in their own city.  Maybe even a Fastsign franchise.  But, each time we need something we let our clients know we'll be using our local printer because we trust their work, know it will be done right and we can help manage the process to make the experience as seamless as possible...for our clients.

Our thanks to our Fastsign "partners" here in Des Moines.  But, more than that...congratulations on a job done well and for receiving the recognition of doing well.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we really appreciate the good works of others and glad to tell you the story.

What Do Women Want?

Insight Advertising, Marketing  & Communications - Our Business Publication

It's a good question and one that many in the rural lifestyle market and agriculture struggle with.

Traditionally farm and acreage decisions have been made by the male member of the household.  Women were often asked to take care of the children, the house and maybe the chickens.  At least it was that way in our family and, if we're honest, it was the same in many others.

Today there is a major gender shift going on "out there" and sadly many marketers for traditional agricultural products and services are missing the boat.

The most recent numbers available is the 2002 USDA Census of Agriculture.  (We're in the middle of gathering new census data now.) Between 1997 and 2002 the number of female farmers rose by 13% or one of every ten farms in the United States were run by women.  We expect the data for the new census to exceed that increase for a number of reasons including passing farming operations to survivors, the growth in organic and natural products and the huge increase in the number of small farms and acreages that are active in actual production agriculture.

While this is going on, the traditional infrastructure continues to be male dominated from feed stores to agricultural equipment dealers.

That fact alone causes a problem in perception as to HOW to market goods and services to the ever increasing number of female farmers.  A couple of things to consider:

• Know your target market and its demographics;
• Include female models in print advertising pieces;
• Be attentive to color designs;
• Depending on the product or service look at alternative media;
• Don't be afraid.

For many agricultural manufacturers this issue is not even on the radar screen. 

So, what are you doing to attract female farm operators?  Do you know your demographic?  Or is this way off base?

If you need some answers...give us a call.

Barnstormers - Winners/Losers

Welcome to the Business Publication for our Advertising Agency...thanks for reading.

(The Storm Chasers - Dance Team for the Iowa Barnstormers and some fans:  Ron, Rick, me, Michael...yes, there was a football game too.)

They say that all politics is local.  If that is the case I'd submit to you that all marketing is local too.

Monday night the Iowa Barnstormers came back to life as an Arena Football League - 2 (AFL2) team.  The team had been idle since 2001.  The advertising and marketing leading up to this event was impressive.

The crowd at the Wells Fargo Arena (The Well) approached 10,000 people.  It was a great crowd, lots of energy...  The Barnstormers lost to the Lexington Horsemen 41/43 but there were other winners and losers.  And much of it has to do with the other side of advertising - MARKETING.

The Winners:

The Fans - They got what they paid for: 2.5 hours of hard hitting arena football, lots of excitement, a great tailgating party before the game and many saw The Well for the first time and were impressed at what is one of the finest arenas in the Midwest.

Jeff Lamberti - One of the owners of the club Jeff has worked in front of and behind the scenes to bring this to the people of Iowa.  And on Monday night he was there mixing with the fans.  He was working the crowd at the tailgate, went up and down the steps shaking hands and talking to fans and asking, "So, what do you think?" 

The Players - They were treated well and enjoyed opportunity to show off.  For some of them it's been a long time since they put on a football uniform.  Some of these guys have been out of college ball for a couple of years.  It was a chance to "come back" to something they love.  And, at $200 a game and a $50 bonus if they win...nobody wearing the uniform is getting rich.

The Losers:

Global Spectrum - These are the "out of town managers" of The Well and, as usual, they let the fans down...again.  The service inside The Well is one of the major downfalls of the operation.  Long lines of people, equipment that doesn't work and volunteers who are not organized.  Add this together and you get those long lines and some very frustrated fans that missed most of a quarter of play...waiting for the next problem at The Well. 

The Food - The food here is really, really bad.  The issue here is Ovation the food service group. I've been a Iowa Stars Hockey season ticket holder for three years so this is not a new issue.  Not long ago several of us traveled to the Quad Cities to see the Stars play the Quad City Flames.  The arena was not as nice but the food choices were remarkable.  Matt Holcombe of Global Spectrum told Jeff Lamberti he has never had a complaint.  OK, Matt...here's one.

How are you treating your "Marketing Opportunities"?  Are you listening to your customers?  Making what changes you can to insure they have a positive experience?  How you treat these marketing opportunities make all the difference.

People will buy a poor product that has great advertising...once.  In this case people paid to see a pretty average football team.  Will they come back?  Maybe...but only if the supporting players measure up to the expectation.

So, your business or service:  How many marketing opportunities do you miss, mis-read and what are you going to do about it?

Michael P. Libbie - Thanks for reading..

Janet Tingwald & You...

Insight Advertising, Marketing & Communications is a full service advertising agency based in the "Middle of the Midwest"

When your business gets involved at the local level you often get to meet some of the greatest people and even get re-introduced to old friends.

Our decision to join the Urbandale Chamber of Commerce was easy to make.  Getting it done was another matter.  It was always something...

But, since joining in the Fall of 2007 I've been impressed with the group and even met up with some old friends...from another life.

The last time I saw Janet Tingwald was maybe 8 years ago at a rodeo arena in Dayton, Iowa.  We were all part of a ranch rodeo group that would meet at least once a month to "play".  It was great fun and Janet was always competitive.  (Even if she was riding an Arabian.)

We went our separate ways only to see each other from across a room during a Chamber Function.  "Janet?"  "Michael?"

Those are always great meetings...but when I learned what she had been doing it really made the day.

Janet is the primary for her company, The Coaching Advantage Group.  It's a personal development business she started several years ago that builds qualities and strengths for individuals as well as corporations. 

I asked her what was the point of a personal development coach.  The answer made sense:  "When you think about it the only 'game' we enter where there is a lack of coaching is business.  There are voice coaches, sports coaches, strength coaches, writing coaches.  But where do people go when they need some solid advice on their own personal or corporate development?  That's what we do.

Makes sense...and it was great to meet up with Janet again.   If you've got a question or two about her company send her an e-mail. 

Michael Libbie - Insight Advertising, Marketing & Communications where we understand little knowledge can bring big benefits.

Paying For Ad Placement?

I started in the advertising business by selling advertising.  I've sold radio, television and magazine advertising.  Before the "Dot-Bomb" of 2000 I even sold Internet ads...

Today I don't actually "sell" advertising.  I buy it.  Our advertising agency buys advertising space for our clients.  Having that experience of selling has helped us buy smarter for the people who trust us to make solid decisions.

So why the lead in?

We just got a call from an advertising sales representative wanting us to consider their magazine for one of our consumer clients.  During the conversation he was telling me about their "special deal" in the front of the magazine:

"I can get you 30% off the premium rate on our front of book placements."

I couldn't believe it.  Somebody was still selling placement.  It's just not true.

There is no "wall" where readers stop reading.  In fact Readex Research, in 129 studies, found that 94% of survey respondents recalled seeing an item in the last fifth of a publication.  That compares with 97% recalling an item seen in the first fifth.

You're going to pay premium for 3 points?

It's not placement that gets your ads seen.  It's well designed, attractive, consistent advertising that gets noticed.  That is real truth in advertising.

Remember...content not position. 

What do you think?

Michael P. Libbie - Insight Advertising, Marketing & Communications where knowing both sides of the advertising profession...helps.

Absolut(ly) Silly...

Welcome to the Insight Advertising, Marketing and Communications business blog.  Thanks for reading!

Either I'm not listening to enough talk radio or reading enough political blogs because I missed this latest dust up about evil Mexico and those multi-national corporations that are attempting to take over the United States of America.

It's a vodka ad.

I was alerted to this latest attack on our sovereign soil by my friend Matt Conigilo.  His published piece said plenty about the error by Absolut and their marketing company.

It's when you follow the links to the hundreds of comments posted on dozens of sites you get a better understanding of how politically weird we are becoming.  The buzz is all about tossing gallons of vodka in the river, drinking only orange juice, and boycotting Absolut. 

Absolut Vodka...it's the new French Fry. (Remember those?)

It's a vodka ad.

And the ad (print and billboard) is doing exactly what it is intended to do...thousands of people are talking, writing and picketing about the piece.  If you get beyond the perceived insult there are some things to consider:

• It is effective;
• It does speak to a demographic not usually associated with the product;
• It tells us that everything in our world has become political.

Thanks Matt for alerting us...and sorry I missed it on the first go.    There is a deep, deep lesson here:  Always remember to read other blogs...

Michael Libbie - Insight Advertising, Marketing & Communications...

Branding...Every Chance You Get

Insight Advertising - Our Marketing and Advertising Blog...thanks for reading!

Taking the chance to brand at every road.  Earlier we wrote about the "Duck" logo and recognition factor of the Peabody Hotel properties.  It is everywhere.

This was something we noticed just today on a trip to the ice machine. 

Rather than push the "Coke Logo" like most hotels would on a machine like this...the Peabody makes it a point to push their brand.

For those of you concerned that the "brand" is the duck...it's not.  The duck is simply the logo that goes on everything.  And, while the logo can be part of the brand it's not the whole picture.   

If that is confusing to you I thought I'd share these two photos of the pop machines found on each floor.  If you look at it you see the Peabody Logo and the duck...but there is more.

Here is a close up of the wording:

If you read these words it tells you how the company is attempting to brand it's image.  In other words...if you are "somebody" you have to be seen at the Peabody in Memphis.

Brilliant...

It's more than the logo...branding is telling the story. 

Headed back to Iowa today...it's been an informative and interesting trip.

Michael P. Libbie - Insight Advertising, Marketing & Communications

FEMA - Memphis - Civil Rights - Branding

This is NOT a political blog...we are here to write about Advertising and Marketing.

I'm in Memphis for the FEMA meeting held at the Peabody Hotel.  We're hear to learn and discuss farm equipment manufacturing.  Great people and a very interesting event.
 
So...why do I lead with a photo of Rev. Al Sharpton?  That one photo will BRAND this Blog...and those of you who see it will have a reaction.

It just so happens that during the FEMA meeting the National Action Network headed by Rev. Sharpton is in the same facility.  And, those of you who know your history...this is the 40th anniversary of the killing of Dr. Martin Luther King.  In fact, the Lorraine Motel is just blocks from the Peabody.  It's the site of the United States Civil Rights Museum.

So...my point?

Simple...we work hard for our clients in the world of agriculture, rural lifestyle and now entertainment to create for them a brand that will evoke a response.  Actually, that is half of the battle with consumers.  So our questions to you:  Do you own a brand?  What are you doing with your brand?  Does it cause a reaction?  What is that reaction?  Do you know?

If not...give us a call. 

Oh...and it is raining in Memphis....

Michael P. Libbie - Insight Advertising, Marketing & Communications

Branding - Everything Just Ducky in Memphis

It's an amazing thing what you can BRAND with a DUCK.

I'm at the Farm Equipment Manufacturing Association (FEMA) spring meeting in Memphis.  Memphis is not only home to the United States Civil Rights Museum, Beall Street, Graceland but also the Peabody Hotel.

Where nearly everything is branded with a duck.

I've had the opportunity to be in this town several times and I've "stayed smart" and hung out with the Marriott Family.  But, this is the first time in a Peabody property in over 15 years.

They have this DUCK thing down...and it's used all over the place.  And, everybody talks about it.   

Seems that back in 1938 the General Manager and his friend were out duck hunting in Arkansas. When they got back to Memphis they thought it might be real funny (after perhaps too many sips) to put their live decoys into the fancy fountain in the hotel lobby. (you could hunt with live decoys back then)

The idea stuck...and everybody talked about it.  And talked and talked...

Today the duck is everywhere.  From the sidewalk, to the sign and even the toilet paper.

The hotel is a masterpiece of service and the staff fantastic.  The prices are also out of this world.  And they see to it that every interaction is personal and positive.  Or so it seems at this point.

Clearly, the duck has become so much more and now is a symbol of service for high end properties.

Who would have thought?  So...what are you doing to create the BUZZ about your product or service?  And...are you creating a brand that will be talked about for next year and even 70 years down the road?

You just never know where the idea might come from...

Michael P. Libbie - Insight Advertising, Marketing & Communications

The Creative Steps...A Visual

Insight Advertising, Marketing & Communications - Our Agency Business Blog

As with most things creating "a look" takes some time.  Thought we might share with you what goes into the simple design of an image for a client. 

Just in case you were wondering.

A couple of months ago we were hired to produce some images and a marketing plan that will be used to market an opera that showcases a German family during the Holocaust.  The musical, "The Sparks Fly Upward", has been in the works for over twenty years and is the creation of Cathy Mansfield a professor of Law at Drake University here in Des Moines.

It's clearly been a work of passion for her.  The play/opera/musical will have it's national debut on November 8th here in Des Moines.  (Tickets are now on sale through Ticketmaster.)

The image above is the fourth or fifth draft from our group...and while we think it's great...it's not the yet in final form.

We started with the idea of black and white images that gave the vision of broken glass.  The musical revolves around Kristallnacht or the "Night of Broken Glass".  While the images were haunting they just didn't quite call up the fear and horror of the time.

So we went back to work on some different looks.  The one that is here was just too "over the top".  While it invokes an instant response it, we felt, was just too heavy.  The image speaks too much to the hopelessness of the time and not the idea of hope that is thematic towards the end.

And so, it was back into further discussion and work on the project.  We kicked around several other options and then our senior designer, Christa came up with the large image you see at the top of this page.  We took the idea of "sparks flying upward" and focused on the refurbished exterior of the Berlin Synagogue.  From fear and inhuman behavior to the blue sky of hope and rescue.

In the most recent draft we put some people back in and then moved the image of the synagogue down a bit to show more blue sky and the Star of David at the top of the dome.

While this is coming much closer to the final version we've still got lots to do when it comes to writing, editing and creating a host of media items that will go along with the publicity.

We'll keep you in the loop on this one...and none of the images you see here are final form.  We've used this simply as a way to explain "how" we come to creating a "look".

The reason for this rather long presentation is to share with you the time and the work we, or any quality advertising agency goes through during creation. It's something that we do for every one of our clients.  Nothing that comes out of here is slapped together.  Like everything of value...it takes time to create.

Thanks for reading...

Michael P. Libbie - Insight Advertising, Marketing & Communications

Hunting Customers - Got the Passion?

This young man is Thomas Allen.  He is my friend and co-host of an outdoor radio program we do here in Des Moines - The Iowa Sportsman Radio Hour.  (We're on 98.3 WOW-FM Monday evenings at 7).

Thomas lives to hunt.  This past weekend he and his wife and new son spent two days away from home in a Sioux City hotel so he could hunt turkey.  He gets to do stuff like this because along with being an avid hunter Thomas is also the executive editor of The Iowa Sportsman a magazine featuring hunting, fishing and outdoor activities.  So he sort of gets paid for doing what he loves.  Nice gig.

So why the hunting story and background?

It occurs to me that we can no longer take our customers for granted.  That YOU can no longer take your customers for granted.  Given the rough economy and the "doom and gloom" messages we're all seeing about retail sales this is no time to "cut and run" from aggressive marketing messages.

Turkey hunting takes time, patience, money and talent.  Ask Thomas...or better yet, his wife.  She knows what it's like because she sees it.  First there is the investment of money in the right gear...and there is always more gear to buy.  Then there is the time planning and preparing.  Then there is the trip and the time away from home and the patience and the frustration and finally success.  They call it a "hobby".

So the question to you might be:  Are you investing as much effort, time, money and talent in hunting your customers? 

They say that if business people invested as much energy in their business or work as they do their hobby...productivity would soar.

So, what are you doing to be creative to be different to be outstanding to be well ahead of the curve?

Maybe it's time to start hunting with real passion.

Michael P. Libbie - Insight Advertising, Marketing & Communications - Thanks for reading and if you're in Central Iowa...catch you tonight on the radio.

Marketing Easter Weirdness

Here we are planning our Easter Marketing Campaign.  Actually it has something to do with another holiday...but this just seemed like the right photo to introduce you to the topic. 

Nothing, but nothing could have prepared us for our friend Brett Trout's recent post titled Easter Patents.

Oh my...go ahead....go back.  You have got to read it!

What was amazing to us is that some of the patents he shows us exist and people are actually making money with them.

Brett not only writes well but the piece is hilarious.  Who says patent attorneys don't have a sense of humor!

Here is wishing you and your family a wonderful and spiritually filled Easter Holiday...no bunnies but do enjoy the ham.

So, What Did That Print Ad Really Cost Us?

From Insight Advertising, Marketing & Communications a full service advertising agency based in the "Middle of the Midwest" our Business Blog:

For some of you this may be "old news" but for others this might be the first time you've heard about CPM (Cost Per Thousand) as it relates to advertising.

Imagine your slick full color ad on the magazine page to your left.  Got it?

Now, let's figure out what that magazine ad really cost you when we look at pure circulation numbers.  (We'll cover the difference between circulation and readership in another piece.)

OK so you've hired us to create for you a great looking ad that we all agree will get your message across to the intended audience.  In the MEDIA PLAN...that you should have and that we helped you create...we've recommended a run in this magazine.  The cost for that ad comes to $8,500 per insertion.  You know all of this because it's in the media plan.

Now, along comes another media sales person selling advertising space in their magazine and quotes you a price of $4,500 per insertion. (A shameless opportunity for us to insert a photo of Kate Walsh.)

We get the phone call:

"WHAT?  Why did you buy that high priced ad and not the less expensive ad?  I could have run twice for the price of one!"

We now drag out the highly accurate computing device and do the math:  The $8,500 ad is going in a magazine with a circulation of 550,000.  We divide the cost of the ad by 550 and come up with a CPM of $15.45.  In other words the cost to reach 1,000 people was $15.45.

The $4,500 ad is in a specialty magazine with a circulation of 40,000 people.  Divide the cost by 40 and we see the CPM of this ad is $112.50.  That's right $112.50 to reach 1,000 people.

Now, are there times when our client should pay the higher CPM?  Yes if that magazine is the specific target market.  It all depends on what product or service we're attempting to market using print.

The bottom line...what seems cheaper may not be.  That's another reason we strongly suggest to our clients and our friends to do a media plan...then there are no surprises and everybody is on the same page. (Of that $8,500 a page magazine...)

Michael Libbie - Insight Advertising, Marketing & Communications - Thanks for reading.

Do Message Boards Have Value?

A Business Blog from Insight Advertising, Marketing & Communications a full service advertising agency based in the Middle of the Midwest...

Over the years we've been pretty vocal about doubting the value of "message boards".  Our rational was about being responsible and not promoting irresponsible behavior.  We've decided that we may have jumped the gun and we didn't "get it".

You might remember last year we wrote about our frustration with the local newspaper as they made the excuse saying,  "Digital natives needed to be assured of anonymity when they react to news stories".  We still think they offered us some goofy reasoning but now we better understand the rational.

And we now think it's an interesting and effective marketing/sales tool.  We were just S-L-O-W on the uptake.

Message boards drive website numbers.  Folks get into an online argument over some point of issue and the "conversation" is on.  The hit numbers start to increase as the comments build.  Those numbers then turn into cash as the Internet host points to increased usage...which then allows them to charge more for their online ads.

Brilliant...

So, what about a Business Blog?  It's an entirely different form of communication that is much more focused on fact and preserving information and identity.  If the writer has nothing to say or they offer up tirades without solid ideas their numbers don't go up...they head south.

In addition, we believe that a Business Blog helps the business get found.  When the writer uses the key words that are critical to his or her product or service and they have the blog-ware set correctly...bingo!  People searching for products, thoughts or ideas will find them much more quickly.

Finally, folks who wish to communicate with the writer do so by leaving comments on the blog that can be identified.  It's a great way to offer public ideas yet be accountable.  Which should be the basis of doing business...

So, we'll ask you:  Any of this make sense?

Michael Libbie - Insight Advertising, Marketing & Communications - Thanks for reading.

Is Your Advertising Message...LOST?

Go into nearly any building frequented by the public (This is inside the Hoover State Office Building here in Des Moines) and you'll often see a bulletin board crammed with advertising messages.

Sadly, this is so very much like many advertising messages being put out by so many companies.  The messages get lost in the crowded field of other calls to action.

The result?

Unless you are a customer looking for a specific thing...forget it.  The brain just gets tired and the customer walks away from the confusion.

So how do you stand out from the rest of the advertising messages consumers get on a daily basis?  How do you really target your message with pin point accuracy and get real results?

This week I had that discussion with a client.  They don't have an unlimited budget (like the Iowa Department of Public Health) so we simply can't guess about media placement.  What they do needs to be directly on point.

To get there we'll have to review the options, check the penetration of the media, make sure what we are told is factual and determine the best placement.

As a business owner or person responsible for marketing you may or may not know where to look and what to measure.  Sadly most don't and when the results are less than hoped for they throw up their hands and say, "Advertising just doesn't work!"

It does...but to work there has to be the right combination of the message and the media.  If that's not done...you might as well stick a note on the bulletin board of the Hoover State Office Building....and good luck.

Michael Libbie - Insight Advertising, Marketing & Communications where we ain't just thrown' darts...thanks for reading.

What's In A Name?

Last week I gave a "Lunch & Learn" noon address to 25+ employees of Group Benefits Limited.  The topic was "Passionate Change".  Change is something we all deal with...but do we attack it with passion?

Part of the speech has to do with "naming things".  Our advertising agency, like others, get asked all the time to name new products and/or services.

It's something we don't take lightly.

We often don't have the luxury of naming a product like parents name children.  Parents can stick a "Junior" at the end of a name and, tah-dah....done!

Or they can name the child after a family member or a good friend.  But best of all the parents decide.  There are no corporate committees (unless your Mother-in-Law counts...she has almost as much power!)

Naming a product or service isn't as easy.  There are too many factors to consider.

And...chances are the "name" may already be taken.

Sometimes a client will "go it alone" and try to name a product or service.  Usually not a good idea.  Far too often the client knows his/her product TOO well.  So we get names that don't mean anything to the general public or have any call to action.  It happens more than you think.

And then there are the goofy names or misspelled names that are increasing in popularity: Wii, Razr, Flickr.  Why is this happening?

A lack of names...and the Internet.  Here's a great article from last year from Brandweek.

The bottom line is that naming a product or service takes lots of things into consideration and it's not always a good idea to go it alone.

Michael P. Libbie -Insight Advertising, Marketing & Communications...yep, we came up with that name.  It's grown on us.

The Nightmare of DISH Network

WARNING:  You do not have to read this rant.  I am only writing it because my doctor told me it was better to do this than go back on Prozac!

Just kidding...but this is such a nuts story of poor performance...we had to share.

When we purchased the BIG new TV we decided to try digital.  We were going to go with MediaCom and my friend John Kelling but there were some wiring issues we could not correct.  So...we knew somebody, who knew somebody who was selling DISH Network and we called. 

That was about a year ago and I can report to you that the system works about...80% of the time.

The only time is doesn't work well is when it rains.   Or, when the wind is blowing hard.  When it snows the reception is pretty bad and it will cut out.  But...when there is no wind, moderate temps and no precipitation...it sometimes works.

In November we were out for about a week and we called.  A nice man from a friendly country came...the same guy that had installed it...and put some wire in.  Got a bill for $29 and the system worked...pretty well until January.

The night of the Super Bowl we were watching and the picture started to go out.  Oh Oh...  We made it through the game but the next day, nothing.

So...we called and set up an appointment with DISH Network for the 19th of February.  I had to stay home between noon and five. 

Nobody showed.

So...a little ticked...I called and a nice young man from Spokane cut my rate and rescheduled for today the 27th between noon and five with some company called BLUE SKY SATELLITE from Kansas.

Nobody showed...or called.

So, that makes ten hours I waited for service.  Not too happy with the entire thing, I called back today and was told they canceled because they did not get permission to drill.  Drill?  Drill for a technical issue?  How do they KNOW they have to drill anything they have NOT SEEN the issue...I know that because we still have SNOW on the ground...no tracks.  No Blue Sky...hmmmm

So, I blog.  And ask you the question.  Anybody else had this lousy experience with DISH Network or BLUE SKY from Kansas?  Anybody happy with their service?  Anybody got a suggestion?

So...I blog...and, because I can, we'll ask the same questions this week on the two radio shows I do.  Maybe John Kelling will call and invite me to try MediaCom?  In the meantime I'll send them all a bill for my time. 

OK...I'm almost calm now.

Michael P. Libbie - Insight Advertising, Marketing & Communications where if our service was this BAD...we'd long ago been run out of town.

Linked...Out

I'm still one of those folks who read the newspaper.  (I know...actually admitting to the fact tends to cast a pall over the entire piece but I hope you understand.)  It's a cup of coffee and the morning paper!  Gosh I feel like Dad! 

But it's getting increasingly weird how out of touch The Des Moines Register is becoming.  Consider:

We're in I-O-W-A the number one or number two (depending on who is bragging) corn and soybean state in the nation.  Yet the "Agribusiness" section of the newspaper is now down to one page.

Unless we're still counting classifieds where, for some reason, The Register still gets traction.

Then there is the ongoing increase of advertising rates while the circulation continues to drop.  It used to be the other way around.  Like the more eyes somebody put on something the more valuable it becomes.  It seems only in the newspaper business can they turn that around and have people actually believe it.

Then there was today.

Larry Ballard writes for the Business Section.  (Which also seems to be shrinking?) On Monday his piece "Workbytes" gave little support for LinkedIn. (Ironic if you think about it.) Maybe...it was "tongue in cheek" but I get the feeling Larry doesn't see much value in the process.  Go ahead you can read it yourself.

It's "kind of" funny...but it also reads like something my father would have written:  "Damn silly kids!"

Social Networking is still confusing to so many...and this story was...well...it's just odd.  You know, once upon a time...in a Mass Communication Class...we had to learn about setting type with lead.  We've moved beyond that.  Maybe the newspaper should too?

Michael P. Libbie - Insight Advertising, Marketing & Communications - "Damn it!  You listen to me when I'm talkin'!"  Thanks Dad!

It's All Perspective...Or Is It Attitude?

Dashing off a quick post before I head to the general session of the annual gathering of United Country Real Estate here in Kansas City.

It's not much of a secret.  I'm a fan of United Country.  The reason?  Because they have a passion for Rural America.  Sure there is a passion for making money...but when you hear Dan Duffy the CEO of this company talk, you know there is more to it.

Yesterday on 98.3 WOW-FM, a local radio station in Des Moines, I heard Don DeWaay of DeWaay Capitol Management tell the listeners that if you own rural land the best thing you can do right now is sell.  That it's not a good position to be in.