Insight on Business News Hour with Michael Libbie is our look at our craft of advertising, marketing and consumer trends. We'll spend an hour (or more) checking into several stories and giving you some ideas and tips for your business. Our thanks to Bindery One and NatraTurffor helping make this possible. IoB is a production of our advertising agency, Insight Advertising, Marketing and Communications. Today:
Advertising with a Guarantee and a String
Much of the media world took notice last week when Des Moines based Meredith Corporation announced they are now guaranteeing, "..more people will see and then buy and/or interact with companies that advertise in our family of magazines." Meredith, who publishes a slug of solid titles like Better Homes and Gardens as well as Ladies Home Journal, is making this claim using past data and...to only their largest advertisers. All of it makes sense...when you think about it. The catch is that participants must commit to 12 months of advertising across several Meredith titles. Nice marketing idea but don't look for something like this from your local media outlet. The metrics are not there...yet. Here is the full story from our friends at AA Mediaworks.
Back To School Advertising
It's almost like "Christmas in July". I was wandering through Target not long ago and they were setting up "Back to School" racks. Never mind that a vast majority of kids won't head back to the classrooms until late August...retail centers are promoting early...and often. Here's why: according to the National Retail Federation back to school spending is the second biggest sales season trailing only the holidays. With expected sales to top $68 billion...you begin to understand. Meanwhile...spending per student is down a bit from last year. Consumers are wary of the economy, many incoming college kids already have many of the gadgets and shoppers are continuing to seek value. That means not only price...but reliability. They may buy less...but will buy...better. Remember our two words, "Trust" and "Value". Keep them constant...
Melissa Molinaro Copycat?
Who? By know you know. Melissa Smith (her mom's name is Molinaro...) is a real singer, actress and...she is the subject of a law suit involving Old Navy and Kim Kardashian who says Melissa looks too much like her to be pitching for companies she has also pitched. Speaking of pitching. Seems Melissa is is a catcher too. She is dating Kim's ex former football player Reggie Bush. (Oops!) Here is a video of her doing a spot for a taco chain Del Taco and making fun of those 900 Numbers.
Over the years many companies have used "look-a-likes" in their advertising...many. But in this case we have companies who once used Miss Kardashian now using Miss Molinaro and she is dating Kim's..."ex". Ouch.
I found this...stunning and right in line with what I wrote earlier about Back to School Shopping. 31% of US Consumers say they have "no spare cash" for discretionary spending. That's higher than the Middle-East (25%) and Europe (22%). Another sign of the shrinking Middle-Class. How do you combat in your marketing? Offer more...service. Over more...personal work. Offer more...sales. Offer more...more. Here is the full story from our friends at the Neilsen Wire.
Thanks for Reading and Let's Connect
Really, thanks for putting in some time to read Insight on Business. Our goal is to offer you some thoughts and ideas as you move forward...always...forward. If you want to leave a comment here, please do. We can also connect on Twitter @InsightADV or our agency Facebook Page is right here. Thanks and have a great Monday. - Michael