Insight Advertising, Marketing & Communications

NAMA & Renze of Omaha

Yesterday I spent the day with our client, Calcium Products. (More on that in a future post about agency/client relations.)  While most of the day was spent talking ideas,  future marketing plans and making site visits to customers, Craig Dick and I took a side trip to Omaha and attended a NAMA(National Agri-Marketing Association) meeting in Omaha at Renze Display. (Doug Buchanan - right)

WOW...

Our host, Doug Buchanan, took us through the Renze facility where we had the opportunity to examine new trade show display designs, learn about new technology that allows printing on just about any surface and see what is new and changing in the trade show industry.

Oh the possibilities...

We saw displays that rival many of our clients total annual marketing budgets and we saw new display ideas that make it look like we've spent the entire budget, at just a fraction of the cost.  (Like larger than life products from a one time display from last year...that's a 6' fall Redi Whip container!) There was no lack of new ideas.  In the end, Doug handed out a booklet with suggestions and reprints from Exhibitor Magazine.  In it are many of the same thoughts we've written and spoken about during our business radio show, Insight on Business.  Here is an example from last year, "Four Seconds To Impact!"

In the end...it was a great show and a wonderful eye opening adventure.  Now...if only folks will listen...

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can follow us on Twitter - @MichaelLibbie or @InsightADV - One more thing...we found it interesting that a national marketing group is having to give lessons on social media to it's members.  What's up with that?  Oh my...welcome to new technology and new communication.

 

 

 

 

Everybody Makes Mistakes...Ask Wellmark

Not sure if you've heard or not but today the stories came rolling in about Wellmark Blue Cross/Blue Shield and what appears to be 97,000 brochures sent to seniors suggesting they should call the insurance company to learn more about their products.

So far, so good.

It seems the phone number listed in the brochure is...wrong...by two digits.  Rather than directing the senior citizen to a cheery Wellmark employee or call center the phone number goes directly to a, shall we say, steamy sex talk phone bank. (We'll spare you the phone number...)

"Hi there, if you like hot girls who will talk sex and only sex..."

You get the picture.

Look, we take no delight in pointing out somebody's problems it's just that from time to time stuff happens.  We've had it happen to us and we take responsibility and move on.

The reason I'm sharing this story with you is because even when the company is big and the advertising agency is big and the dollars the client is paying the BIG advertising agency are also...BIG.  It happens.  The price clients are paying doesn't always mean there won't be a mistake.  So the next time you hollar at your ad agency for missing a letter in a word.  Just be happy you didn't miss the proof-read on the phone number.

But, I have to tell you...I'm sure glad this one wasn't on us.

Michael P. Libbie - Insight Advertising, Marketing & Communications - Keep up with us on Twitter - @MichaelLibbie or @InsightADV - And, yes, we've seen the brochure..yikes!

 

The "Issue" About Buying Local

Last week I was at a meeting with about eight other Urbandale Chamber Members.  The meeting was designed to introduce us to the Greater Des Moines Partnership and for them to "listen to learn how we might better serve our Partnership Members".  The Partnership is  a group of the local Chambers of Commerce who have banded together to better impact our joint missions.  Strength in numbers me thinks.

Heading the delegation was Martha Willits the director of the Partnership who came along with Meg Fritz and Mark Elliott.  It was a solid exchange of ideas and comments.

And, then we started talking about "buying local".  It's a big push from the Partnership to "Buy Into the Circle" and they've gone to some expense promoting the idea among buyers and sellers.

Joe Domeier, who owns the Art Store commented on the "Buy Local" campaign and shared some interesting numbers with the group.  "For every dollar spent with a locally owned business 80 cents stays in the community.  However, when people spend money with non-local chains only 20 to 40 cents stays in the community."  Here is the citation from the news story he was quoting.

The folks in the room were impressed.  "Wow...that much of a difference huh?" And, then...Joe asked the following question:  "So if that is true and the Partnership has spent so much time and effort in promoting buying local why is it that when the Des Moines Art Festival was held downtown the promoters purchased their frames out of town?"

Pretty much...hushed silence.

He went on, "And it's not that my local prices were that much higher.  I think they saved maybe a dollar on each frame."

Martha made the point that The Partnership does not manage the Des Moines Art Festival but did promise to mention it to the promoters.

We hope so

 

 

 

 

"Cute" Spokespeople and Public Relations

I have no idea who she is but the company (an energy "watchdog" association) should have thought twice before they ran her out and had her "visit" with the media. (Oh, Claire Celsi...where are you when a company needs you?)

It was morning "drive time" and while driving to a 7AM appointment I was listening to local news.  One of the stories had to do with the recent drop in fuels prices. (For those of you reading outside of Des Moines, Iowa...our price for unleaded with 10% Ethanol is now $2.15 a gallon.)  It's a pretty big story because usually the price of fuel heads up during the peak travel times like the vacation season.  So...a story like this is of great interest.  We would think. 

However, the woman the association picked to come out and tell the story about the current fuel costs sounded...like...she was...maybe...ten?  Honest.  This cute little voice saying:   

"Well, ummm, the reason the fuel prices are lower isn't all tied to the price of, ya know, oil.  It's tied to...ummmm...many other things like, ya know, supply and ahhhh demand.  And, to ummm, other things like, ya know...."

I'm grateful I was at a stop light because I found myself staring at the radio, thinking to my self, "What the heck are they thinking?"  Oh, I bet she is as cute as a TV anchor but, to be on a regional radio station talking fuel prices and she sounds like she should be going to summer school...I should take her seriously?  At least with video we might have been stunned by her good looks and ignored the babbling.

Perception...my friends...is far too often reality.  And, when we're talking energy prices maybe it's not in the best interests of the watchdog association (or any association in general) to trot out "Nicki" or "Brandi" and tell us the scoop. 

So, the take away from this is if your company has not had media training...get it.  If you have had media training but forgot...call us.  We'll put you in touch with some folks that "get it".  How you make an impression on the public is critical to being taken seriously.

Ummm, ahhh, don't ya, like, maybe...think?

Thanks for reading...  Follow us on Twitter @MichaelLibbie and come on by our site to learn more about what we do for our clients...and perhaps...you?  It's one of the reasons the last of the three key names of our company has "communications" in the name.  www.InsightCubed.com

 

Tuesday Morning With Elm Street

I'll be out of the office on Tuesday morning attending what is being called, by Citadel Radio Group of Des Moines a, "break through event about business".  It features a group known as Elm Street and Elm Street Economics.  We are told this seminar will help us "connect with consumers". Terry Peters the head of the Des Moines radio group has been telling people this thirty-dollar, half day seminar, is about building more business and there will not be a sales pitch offered at the event.

The Urbandale Chamber of Commerce is co-sponsoring the event.  Both groups have spent considerable time and effort pushing the meeting, which will be held at the Hotel Fort Des Moines.  (Why there and not in Urbandale...we're not sure....).  And how many folks will be there?  We think plenty...after all...there is the promise of a "magic bullet".  We'll let you know the numbers.

Here is our take...and we haven't yet been to the session that runs all morning long.

We believe, based on what we've written over the years, this program will share with you several important facts.  And remember, we've not been to the show.

• The Consumer is Changing - The public has come face to face with "needs" vs. "wants".  That means the person you are marketing to will not be moved with messages based on luxury.  The consumer today wants...value and trust.
• The Consistent Message- When you are in the face of an economic slump it's important that you keep the message in front of the consumer and keep "on message".  There are enough "changes" in the world.  The consumer needs a friend and if you are consistent..you are nearly there.  Build trust...see above.
• The Eyes Must be Open - You will not be able to influence today's market with yesterday's message.  It's not going to work.  You need to match your product or service to the trends.  And, those can shift...daily.
• The Stale Message - You can not impact the market with an old message.  What may have worked yesterday will not work today or tomorrow.
• Know your Customer - You can't take the chance and guess.  You need to know who and what your customer needs, and yes, still wants.  Then you create the message to match.  How do you learn "what"?  Pay attention to Social Media, the news, keep your eyes open.  The public is not really that hard to read.
• Connect with New Methods - Once upon a time there was radio, television and the newspaper.  Today if you are banking on those media outlets to help you thrive and survive...pack it in.  It's over.  You need to learn new ways to communicate with your customer base..do we hear a little social media here?

Once again...I've never heard the speech, never heard of "The Center for Sales Strategy", never heard of Mike Anderson.

It's just that our advertising agency, Insight Advertising, does this for our clients...every day.  We preach it to the masses and wherever two or more are gathered.  And, we've written about each one of these topics and more...for over three years.  Maybe they've been reading our stuff...or coming to our lectures?

Look, we're grateful they are bringing the show to Des Moines.  Honest.  More people need to be made aware of how to connect with the consumer.  But, then again...you can listen to our daily radio show, Insight on Business...for free.  We've been talking the same story...

So, we'll let you know what we find out...and pass those nuggets on to you.  In the meantime.  Keep working, learning and listening.  It could mean the difference between success and failure.  And...nobody wants that.  Failure that is...

Michael P. Libbie - Insight Advertising, Marketing & Communications.  See our work at www.InsightCubed.com where you can also connect with our radio shows.  And...follow us on Twitter, @MichaelLibbie. 

 

Southwest Airlines & Twitter - A "How to Use" Guide

On Friday I sat with business executives from several states as the Farm Equipment Manufacturers Association (FEMA) - Supplier Board of Governors met here in Des Moines.  It was great to have them here and give me a chance to show off our city.  (That's Vernon Schmidt, light blue shirt, from the FEMA office, go ahead click on the photo to see...we'll wait, talking business with us.  Thanks for coming by Vernon!)

Part of what we talked about centered on Social Media and why we encourage our clients to use things like Twitter, Facebook, YouTube and LinkedIn.  To a person, the folks in this meeting thought I was speaking a foreign language and, as typical of many business types, waved off social media as a waste of time.

That's ok...it happens.  And, it's NOT for everybody.  However, when it's done and done well, people notice.  Enter Southwest Airlines.

I've been following @SouthwestAir for sometime.  It's a pretty gutsy move to lay a company like this out to the public.  And, I'm sure they don't RT (Re-Tweet) or pass along ALL the comments.  But, from what I've seen, these folks "get it" and "use it" very well.

It starts right with their PROFILE:  "Airplanes can't type so @Christi5321 is responding/chatting with you."  Did you catch that?  A person, who is part of Southwest who also has a Twitter account is the person responsible, for this shift at least, for the conversation.  Very cool.  The 31,592 people that are following @SouthwestAir now know that a REAL person is reading and responding.

The conversation goes from, "WOW, hit the jackpot we're flying WiFi and with the Rapping Flight Attendant.  How cool!" to , hints like, "On a full SWA flight sit in row 1, row 9 or row 16 and be first for drinks."  And, no these notes are not from @SouthwestAir they are from customers!

Talk about "buy in"!

And...Southwest Air doesn't just ignore people and have a one way conversation they follow nearly 8,000 folks who "Tweet".  Now we're talking conversation.

And, that's what this is all about.  Instant feedback on your product or service.  Instant market research.  Instant attention and a "hotline" to the company.

Twitter can be used very badly...or very well.  Congrats Southwest!

Michael Libbie - Insight Advertising, Marketing & Communications where you can see our work at www.InsightCubed.com and follow us on Twitter, @MichaelLibbie

 

 

 

 

 

 

 

Consumers - Not Gone...But Shifting

The economic and sales news isn't all doom and gloom.  In a recession there are winners and losers.  What do you have to do to make sure you win?  We think you should pay attention to the "shifting consumer".

The economy doesn't stop.  It shifts with what consumers feel comfortable with.  Think not?  Let's look at the banking industry.

The news is really bad in the financial world so bad one might think that all financial institutions are in trouble.  Not so...  Small, local banks are doing just fine and bringing in more customers.  Credit Unions are seeing major increases in their business.  Why?  Let's call it the comfort shift.  The consumer wants to trust their financial institution, they want to know who is making decisions and they want to feel comfortable.  Enter small banks and credit unions.  Both offer what the "big banks" can't or...won't.

Here is more:  In a recent Los Angeles Times article, John Replogle the CEO of Burt's Bees says, "It's the small indulgences that people are reluctant to trade off."  What Mr. Replogle calls "reluctance" has led to a doubling of sales over the past three years.

Burt's Bees is an example of a small business that is doing well because they are focused on the "small indulgences" and paying attention to what people will buy and why.

In our mind these examples point out that people are still spending money...but they are shifting their decisions to things that spell value, trust and...comfort.

The best way to thrive in a recession is to pay attention to what works well, to what people are buying and the reasons why they are buying specific products.  To be one of the companies on the top of the wave you have to pay attention to the shifts and act accordingly. 

Keep an eye on the good economic stories, what is behind them and what can you learn for yourself.  Then be ready to adjust your consumer message.  We think the top words now are VALUE, COMFORT & TRUST.

Michael P. Libbie - Insight Advertising, Marketing & Communications.  You can follow us on Twitter @MichaelLibbie and see our work at www.InsightCubed.com

 

 

General Motors - Turning The Corner Already?

People who are in the advertising business get excited by great messages.  We're no different.  While the messages out of Detroit have been dismal a bright light hit the major market television stations this week.

Just hours after filing bankruptcy GM hit the air with their new ad campaign designed to build confidence in the embattled company.  The sixty-second commercial created by IPG's Deutsch/LA pushes the idea of change, reinventing and a promise that the company will come out of this, "Leaner, greener, faster, smarter." 

The last two lines are classic: "This is not about going out of business...this is about getting down to business.  Because the only chapter we're focused on...is Chapter One."

But, why not let you see it yourself:

Michael P. Libbie - Insight Advertising, Marketing & Communications follow us on Twitter @MichaelLibbie and see our work at www.InsightCubed.com

 

This "Innernet Radio Thingy" Pay Attention?

Nearly two weeks ago a new radio station popped up here in the Des Moines, Iowa market.  The station is on the air Monday - Friday from 9am til 6pm.  You can't get it listening to "Grandpa's Hi-Fi", nor can everybody listen while driving to work.  Yet.  But...if you sit in your office or home and pop on your computer...there is is!  It's made up of about twenty different committed talk show hosts talking about what they are passionate about.  From business (us) to a rabbi talking about faith and Israel....

It's amazing...and pretty darn exciting.  But, as one person wrote:  "Seems like a time waste hobby for those involved."  Or as one sage said, "I don't think this 'Innernet Radio Thingy' will amount to more than a squeak."  (Somebody said that about television too...)

Maybe this might start you scratching your head...

Ando Media, on April 23, 2009, released it's first Webcast Metrics Audience Rankings.  They are using traditional radio terms like "Average Quarter Hour (AQH) Share" and "Cumulative Audience" (Cume) to report, which should be helpful for radio types and advertisers.  In a word...this first report is...WOW.

While "music" radio did much better than "talk" radio...the numbers are pretty impressive: 

1. CBS - AQH:  434,914 and CUME: 4,143,666

    2.  Clear Channel Online Music:  AQH:  155,172 and CUME: 1,740,62

    3.  DII - AQH:  59,775 and CUME:  740,859

    4.  977 Music.Com - AQH: 57,733 and CUME: 717,265

You get the idea...and here is the entire report.

Purists will have plenty of questions and issues about how the measurement is calculated but...and this is big...have any land based radio station sales person or executive explain the Arbitron Ratings system.  Your head will swim in less than thirty-seconds after you realize that just a handfull of folks are responsible for a measuring the radio listening habits of a population of 493,000 people who all the Des Moines area, "home".  

The bottom line is this...if you are an advertiser and  not paying attention to this now...you will be forced into figuring it out...sooner rather than later.  Internet Radio rates are very, very reasonable...but they will not stay that way.  And, here in Des Moines, Iowa there is now live, local talk...on the computer.  It may be like a group of pioneers but it's exciting and, guess what?  It's growing daily.

If you want more information, feel free to give me a shout.  We've decided NOT to make everything public at this point.  But...watch for a major announcement very soon.

Michael P. Libbie - Insight Advertising, Marketing & Communications a full service advertising agency always ready to help our clients catch the next 'big wave'...   Follow us on Twitter @MichaelLibbie and come by the website for more:  www.InsightCubed.com

 

Gender Marketing & Live Research

This is something we touched on during our radio show, Insight on Business which airs Monday - Friday 12:30pm - 2:00pm Central on Macs World Live.  We're part of Des Moines Local...Live about twenty passionate people who talk about everything from advertising and marketing (us) to cage fighting.  It's the way radio used to be...before corporate take overs and investors.  It's live Internet Radio and a first here in the Midwest.  Go ahead, check us out.

So, who is buying your product or service and more important...why?  It's not only important that you know the answer to those questions...it's critical to success.  So, today let's visit about gender marketing.

Last week a client shared with me the on-line sales reports for a brand new product we're taking to the consumer market.  The item has only been marketed on-line.  We've done zero consumer media.  In a way, we're still in the research side of things.   Some of us were a little surprised that 67% of the on-line buyers were...women.  Until we did some further experiential research.

A group of us visited several garden centers.  We did this over a period of two days and trying not to be obvious took customer counts at various times of the day.  The vast majority of active shoppers were women but more importantly the decision making was almost exclusively done by females.  Oh sure...the men were there but mostly they were holding something and nodding while the carts were being filled by the women.

So, why would our advertising agency go to this much trouble for a client?  Because, as we guide their media we want to make sure we're telling the sales story to the right folks.  In this case we've adjusted the marketing materials just a bit to reflect what we're seeing in the orders.

Two quick lessons:  1) During the research period, before the final media is constructed, it's important to do some experiential events.  2)  Be flexable and ready to adjust for gender marketing.  It's as important as "age based marketing" but....we'll do that another day.

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can learn more about us at www.InsightCubed.com and follow us on Twitter @MichaelLibbie. Thanks for reading!