Insight on Business News & Opinion with Michael Libbie is about your business and the consumer trends. From marketing to advertising I'll give you an hour of writing and you give me ten minutes. Insight on Business News Hour is brought to you by Bindery One: A world class digital printer ready to to do business nationwide, www.Bindery1.com and NatraTurf: Chemical Free Lawns and Gardens start here: www.NatraTurf.com Let's go..
Greetings From My Mobile Office
I'm in Michigan visiting my Mom who gets to celebrate her 91st birthday. That is very cool. And....it's very cool here as well. Thirty-six degrees this morning. The local Burger King has free Wi-Fi. Meanwhile, down the street the McDonalds also has Wi-Fi but you not only are required to buy something but also pay by the hour. Yet their parking lot is full and I'm solo here. Branding kids...branding.
The Drive & The Divide
Spending 13 hours in the vehicle allows you to not only think but spend some time with the rabid right-wing talk-show hosts who hold court bashing...everything. Names like "Idiot", "Coward", "Fool", "Socialist", "Enemy of the People" take the place of "The President". Months ago I made the decision to stop listening to this crap...and did. I can report to you that it's gotten worse. Want a reason as to why there is such a divide in this nation? Take some time and listen...better yet. One cool thing...the Cubs won over the Mets. It was in the mid-40's with rain. A win is a win. Made me feel better. Meanwhile the Bulls choked in the final period.
A Marketing Lesson from Gov. Rob Blagojevich
Yesterday the former governor of Illinois spent hours in a federal courthouse talking, and talking...and talking. He is in his second trial (the first resulted in a hung jury) for a host of crimes the government said he committed while serving eight years in office. The marketing lesson? He spoke about his life. The rough, scrabble life that took him from nothing to the highest office in the state. He talked about being human and related stories from his youth. The goal? To find one or two jurors who would look at the weak government case (they haven't connected the dots well) and consider the "common man" points. And...it might be working. How to turn lemons into lemonade? Watch this trial. (Photo: Katherine Welles/Shutterstock.com)
Heineken Ads on YouTube & Facebook...First
Prior to hitting television, Dutch brewer Heineken debuts their ads on social media before going mainstream. We're seeing more and more major brands turn to this method and while there is a big difference between the brand awareness of your product or service and, Heineken the lesson here is the power of social media and how many you can put up creative, humorous video to build the brand. There is a catch...the ads must be well done. Remember, ads on YouTube are there forever. The TV ads...here for :30 and then....gone.
Want Another Example of Creative vs. Product Claims?
Dairy Queen, in their new marketing campaign, is targeting consumers with creative and humor more than with product claims. Dairy Queen is also moving money away from traditional media channels and into more direct marketing with Hulu. Look, these are trends that you...no matter the size of your business or where you are located need to consider. But, again the focus here is on great creative and proper targeting.
The Problem of "Buying Numbers"
Traditional media has long sold data to advertisers. You know, "We're the number one station in the city!". But...there is a problem with that. Let's say there are 17 radio stations in town and one has 20% of the total audience of 400,000 households. That, by the way is a huge number. Sounds cool...but that means 80% of the people in the market are listening to...something else. And...maybe your target market demographic...are someplace else. Business needs to ask more questions...and know the real numbers.
That's It and Thank You...
Hope you have a fantastic weekend. Sun is out here in Northern Michigan and bet Mom is about to get up for the day. Gotta run but before I do...thanks for reading. Let's keep in touch... You can leave a comment here, follow me on Twitter @InsightADV or @MichaelLibbie or our agency Facebook Page. - Michael