A former colleague asked me to look at his website a few weeks ago and I gave him a few suggestions for improvement. We then went through his ad budget and I recommended a small pay-per-click campaign. He was concerned that it would be expensive, but I showed him how can you start small and manage a budget on Google's Ad Words tool.
After some tweaking to his Google campaign, his website traffic doubled in two weeks and his business improved. We can never be sure it was entirely the changes, as the market has been getting better, but it had to help.
What's really exciting is he asked me to check the campaigns to see if they needed adjusting and told me he created his own campaign for a different product. The campaign has already paid for itself in specific results.
It goes back conventional wisdom - you can give someone fish or teach him how to fish. He now has ownership and can generate traffic/revenue as opportunities arise.
Sunday, August 30, 2009
Friday, August 28, 2009
Digital Relevance
I attended an amazing free seminar yesterday on "Writing for the Web." I thought it was going to be about search engine optimization techniques for your copy. It was so much more.
The presenter shared a tremendous amount of research information about consumer habits online. They key focus of the presentation was making your site easy to understand and easy to use for the consumer. It's sound obvious, but many sites are cluttered and difficult to navigate. The bottom line is stay relevant to the consumer.
Why do we forget this? Why do advertisers hear "video on YouTube is hot," and conclude posting their TV spots is what consumers want to see? We should never forget about the customer. Instead of a :30 TV spot, I'd like to see a "how-to" video on using or buying the product. Tell me about your company, why I should buy from you, etc. As a consumer, that's what I care about. What about you?
The presenter shared a tremendous amount of research information about consumer habits online. They key focus of the presentation was making your site easy to understand and easy to use for the consumer. It's sound obvious, but many sites are cluttered and difficult to navigate. The bottom line is stay relevant to the consumer.
Why do we forget this? Why do advertisers hear "video on YouTube is hot," and conclude posting their TV spots is what consumers want to see? We should never forget about the customer. Instead of a :30 TV spot, I'd like to see a "how-to" video on using or buying the product. Tell me about your company, why I should buy from you, etc. As a consumer, that's what I care about. What about you?
Wednesday, August 26, 2009
ROI for Traditional Media - Take Another Look
As budgets continue to shift to Internet advertising, clients are relieved that they can quantify their ad spend with more metrics. While measurable results are certainly import, the key is to make sure you don't forget about the original objectives of a campaign.
Yes, you can measure click-thrus and conversion rates, but brand awareness and imaging goals? Not easy to do without using primary research for the specific campaign. That's a luxury most advertisers cannot afford.
Measurement is extremely important, but it must be kept in perspective. For example, many small businesses are using Twitter successfully. How do they know? Because business has improved.
Another example from personal experience is buying spot TV and holding stations accountable to their ratings. Several years ago, I bought paid programming from a new small station in a top 100 market, as well as a spot buy. The station never posted above 30%. The results were horrible - or maybe it was my ability to project a rating? Regardless, the station always ran a fair under-delivery schedule. What's interesting is my $50 paid programming creative that ran at 1 a.m. made the phone ring off the hook. With the direct response type spot creative I was running (on several stations), I knew the :30 lengths were also generating calls. (With a vanity number, we did not have the luxury to run different numbers on different stations). So, according to the ratings, my buy was not efficient. Yet, I know it was effective.
Isn't that what really matters?
Yes, you can measure click-thrus and conversion rates, but brand awareness and imaging goals? Not easy to do without using primary research for the specific campaign. That's a luxury most advertisers cannot afford.
Measurement is extremely important, but it must be kept in perspective. For example, many small businesses are using Twitter successfully. How do they know? Because business has improved.
Another example from personal experience is buying spot TV and holding stations accountable to their ratings. Several years ago, I bought paid programming from a new small station in a top 100 market, as well as a spot buy. The station never posted above 30%. The results were horrible - or maybe it was my ability to project a rating? Regardless, the station always ran a fair under-delivery schedule. What's interesting is my $50 paid programming creative that ran at 1 a.m. made the phone ring off the hook. With the direct response type spot creative I was running (on several stations), I knew the :30 lengths were also generating calls. (With a vanity number, we did not have the luxury to run different numbers on different stations). So, according to the ratings, my buy was not efficient. Yet, I know it was effective.
Isn't that what really matters?
Sunday, August 23, 2009
New Markets - It's Surprising Where You Can Find Them
Instead of garages, the new entrepreneurs are working from their dorm rooms. This NYTimes article features several college students who have developed and marketed new products.
The product that fascinates me is the collapsible shoes. These two women walk around college in heels. Granted, they go to school in Manhattan, but heels? Yes, I went to a land grant college, but heels?
That being said, I love the product. I've had a few long days where this would have come in handy. I'm impressed that they conducted market research before they pursued it. Their PR strategy has certainly paid off - they have been covered in many news outlets and have a small following of fans on Facebook and Twitter.
Now, I just need to order my pair.
The product that fascinates me is the collapsible shoes. These two women walk around college in heels. Granted, they go to school in Manhattan, but heels? Yes, I went to a land grant college, but heels?
That being said, I love the product. I've had a few long days where this would have come in handy. I'm impressed that they conducted market research before they pursued it. Their PR strategy has certainly paid off - they have been covered in many news outlets and have a small following of fans on Facebook and Twitter.
Now, I just need to order my pair.
Friday, August 21, 2009
Maintaining Your Brand During A Recession
The way some high-end retailers are maintaining their brand strength is buying lowering prices, per USA Today.
It's an interesting approach because the retailer doesn't have to risk their reputation, but can still keep profit margins. The consumer doesn't have to trade "down" and can shop at the same stores. A win-win for all.
The companies that have been discounting, mainly Saks, have sullied their reputations.
Yet, customers still love a bargain... otherwise T.J. Maxx and Marshalls would not be tallying double digit increases.
My question is how come the prices can be lowered enough to be considered affordable and the company still makes a strong profit? Where's the "sweet spot" in this equation? Those who can figure this out will continue to do well once the economy rebounds.
It's an interesting approach because the retailer doesn't have to risk their reputation, but can still keep profit margins. The consumer doesn't have to trade "down" and can shop at the same stores. A win-win for all.
The companies that have been discounting, mainly Saks, have sullied their reputations.
Yet, customers still love a bargain... otherwise T.J. Maxx and Marshalls would not be tallying double digit increases.
My question is how come the prices can be lowered enough to be considered affordable and the company still makes a strong profit? Where's the "sweet spot" in this equation? Those who can figure this out will continue to do well once the economy rebounds.
Tuesday, August 18, 2009
Advertising Accountability - An Oxymoron?
Anyone who has studied advertising has heard, "I know half of my advertising is wasted, but I don't know which half." Ah, the days before online metrics.
Per Adweek, manufacturers are shifting more of their budgets online. The obvious reason is media habits shifting online. But what's more important is accountability.
Web site traffic lead conversions can be measured. What's still difficult, however, to measure is awareness. Advertising is both and art and a science. Science is becoming a bigger player, but it will never take over completely. There will always be a degree of unpredictability. That's what makes it fun.
I will never forget when someone cold-called me about buying signage at the local airport. Since I worked for a local retail automobile dealer group, I pointed out that half of the people seeing the ads don't live in the market, as they're traveling to town from somewhere else. They would not be likely to buy a car here. The salesperson pointed out the axiom about 50% of advertising is wasted and I would at least know which half was wasted.
Per Adweek, manufacturers are shifting more of their budgets online. The obvious reason is media habits shifting online. But what's more important is accountability.
Web site traffic lead conversions can be measured. What's still difficult, however, to measure is awareness. Advertising is both and art and a science. Science is becoming a bigger player, but it will never take over completely. There will always be a degree of unpredictability. That's what makes it fun.
I will never forget when someone cold-called me about buying signage at the local airport. Since I worked for a local retail automobile dealer group, I pointed out that half of the people seeing the ads don't live in the market, as they're traveling to town from somewhere else. They would not be likely to buy a car here. The salesperson pointed out the axiom about 50% of advertising is wasted and I would at least know which half was wasted.
Monday, August 17, 2009
Is Pay For Content the Answer For Newspapers?
Remember just a couple years ago when you had to pay to access much of the New York Times' Web site? No Maureen Dowd, Frank Rich or other columnists were available for free. Many of the main news articles were free, but when you clicked on something with the "Time Select" logo, you were denied access. Then, in 2007, the NYT opened their site to everyone. The rationale at the time was to increase advertising revenue and search engine optimization/continuity (if you found an article that went back any length of time, it was in the Times Select category).
Now, the industry in even more serious decline, Rupert Murdoch is going to a pay for content model. The Detroit Newspapers have also gone this route - even limiting the number of days their printed product is home-delivered. The Financial Times has been a paid site for years - here's the article about it in today's NYT.
I've always been a newspaper fan - I read the Detroit News every day from 7th grade (even through college) until I moved to Milwaukee in my late 20's. My daily media "diet" includes several papers. I was ready to pay for "Times Select" when they changed the model. Yes, I'm willing to pay for content - the right content, of course. But I would prefer a "network" of sites to have access to. To just pay for one seems like a luxury.
Am I, however, the norm? I doubt it.
Now, the industry in even more serious decline, Rupert Murdoch is going to a pay for content model. The Detroit Newspapers have also gone this route - even limiting the number of days their printed product is home-delivered. The Financial Times has been a paid site for years - here's the article about it in today's NYT.
I've always been a newspaper fan - I read the Detroit News every day from 7th grade (even through college) until I moved to Milwaukee in my late 20's. My daily media "diet" includes several papers. I was ready to pay for "Times Select" when they changed the model. Yes, I'm willing to pay for content - the right content, of course. But I would prefer a "network" of sites to have access to. To just pay for one seems like a luxury.
Am I, however, the norm? I doubt it.
Thursday, August 13, 2009
What Is Social Media?
Social media is getting all the buzz these days. Here's a quick two-minute presentation that will give you a quick overview.
If you haven't seen this, you should. If you haven't shown your clients, you should.
For those who don't want to bother to learn anything new, why are you still in the advertising business? The whole idea of just focusing on "traditional" media reminds me of the name of a :30 TV spot the agency I worked for produced in the early '90s. It featured Lee Iacocca (on behalf of Chrysler) and was titled, "Lead, Follow, or Get Out of the Way."
If you haven't seen this, you should. If you haven't shown your clients, you should.
For those who don't want to bother to learn anything new, why are you still in the advertising business? The whole idea of just focusing on "traditional" media reminds me of the name of a :30 TV spot the agency I worked for produced in the early '90s. It featured Lee Iacocca (on behalf of Chrysler) and was titled, "Lead, Follow, or Get Out of the Way."
Wednesday, August 12, 2009
Yahoo is Joining the Coupon Game, But Are You Using Google's
Per Adweek, Yahoo! is joining the coupon game by offering printable coupons in a partnership with Coupons.com.
The question is, are you already using Google's free coupons? As part of their local business listings, companies can offer free coupons. Here's an example from my website.
If frugal is the "new cool" (or the "new black"), it's time to take advantage of this free opportunity.
The question is, are you already using Google's free coupons? As part of their local business listings, companies can offer free coupons. Here's an example from my website.
If frugal is the "new cool" (or the "new black"), it's time to take advantage of this free opportunity.
Monday, August 10, 2009
Resetting Budgets
Per AdAge, the ad industry (as a whole) won't recover in the second half of this year. Budgets are slowing coming back, but marketers want more accountability for their spending. TV faces more challenges in this area, while digital should continue to slowly grow. Agencies will also have to adjust:
"We are seeing a paradigm shift in our industry taking place as agencies grapple with how to deal with the new realities and manage costs to revenues. The industry is in for a fundamental, enduring reset over the next 10 years," said Jim Heekin, chairman-CEO, Grey Group. "Agencies are going to have to reshape themselves and focus on the services that have the most leverage with clients: superlative creative ideas, strategic planning, multichannel communications. I'm actually optimistic that new media such as social networks will give us great opportunities to help clients build brands across platforms and be valued and paid accordingly."
It's truly a fun time to be in the business. Those who can adjust will flourish.
"We are seeing a paradigm shift in our industry taking place as agencies grapple with how to deal with the new realities and manage costs to revenues. The industry is in for a fundamental, enduring reset over the next 10 years," said Jim Heekin, chairman-CEO, Grey Group. "Agencies are going to have to reshape themselves and focus on the services that have the most leverage with clients: superlative creative ideas, strategic planning, multichannel communications. I'm actually optimistic that new media such as social networks will give us great opportunities to help clients build brands across platforms and be valued and paid accordingly."
It's truly a fun time to be in the business. Those who can adjust will flourish.
Friday, August 7, 2009
Mary Allemon Dot Com Is Live
As part of my job search, I decided to create a website to promote my candidacy for advertising/marketing positions. After all, one of the skills I have is website strategy/development. Instead of just telling someone, I thought it might be best to show them.
So, http://maryallemon.com was born. Yesterday.
Resumes tend to be a bit dull, so I also thought this could showcase my personality a bit. I have more strategic ideas than listed on the site... if you want more information, all you have to do is set up a time to meet with me.
Enjoy!
Feedback is welcome and appreciated.
So, http://maryallemon.com was born. Yesterday.
Resumes tend to be a bit dull, so I also thought this could showcase my personality a bit. I have more strategic ideas than listed on the site... if you want more information, all you have to do is set up a time to meet with me.
Enjoy!
Feedback is welcome and appreciated.
Thursday, August 6, 2009
The Need for Relevance
Savvy marketers know your company/product/service needs to be relevant to your customers in order to survive. It's shocking, however, how many smart people get too caught up in what they've always done and forget this.
In the last few years, my focus has shifted from negotiating the best TV CPP's (of course it's still important) to relationship marketing. It started with database marketing using CRM tools. It's evolved to involved social media. The ultimate goal of these forms of targeted communication is to build relationships with your customers and stay relevant.
I attended a social function recently with some friends who I consider talented marketers. We were discussing social media and a friend pointed out the value in what I was learning because, "no one else wants to take time to learn it." I'm still stunned by that comment. A lot of people are taking the time to learn it. In this business, you have to stay current or you become...irrelevant.
In the last few years, my focus has shifted from negotiating the best TV CPP's (of course it's still important) to relationship marketing. It started with database marketing using CRM tools. It's evolved to involved social media. The ultimate goal of these forms of targeted communication is to build relationships with your customers and stay relevant.
I attended a social function recently with some friends who I consider talented marketers. We were discussing social media and a friend pointed out the value in what I was learning because, "no one else wants to take time to learn it." I'm still stunned by that comment. A lot of people are taking the time to learn it. In this business, you have to stay current or you become...irrelevant.
Wednesday, August 5, 2009
The Next Best Thing
When laughing at these ten iconic ads this morning, I realized it's easy to laugh at the past. But did the copywriters and account people (as well as clients) know what the future held?
None of us are Nostradamus. We don't have crystal balls. At least that work well, anyway.
That's what makes advertising so much fun. The world constantly changing and advertising reflects it.
In 50 years, who will be laughing at our work?
None of us are Nostradamus. We don't have crystal balls. At least that work well, anyway.
That's what makes advertising so much fun. The world constantly changing and advertising reflects it.
In 50 years, who will be laughing at our work?
Tuesday, August 4, 2009
Super Bowl Ads for a Recession
Per AdAge, CBS is not going to media buyers with a price for a :30 in the '10 event, but asking them what type of package they need for their client before they determine the value.
This is a much better win-win approach to negotiating. Even though most agencies try to create award-winning creative for the Super Bowl, not all of it is a ground breaking as the Apple campaign in 1984.
Frequency is the key to results. Now that the recession is resetting media costs, maybe everyone can get back to creating win-win scenarios in business partnerships.
This is a much better win-win approach to negotiating. Even though most agencies try to create award-winning creative for the Super Bowl, not all of it is a ground breaking as the Apple campaign in 1984.
Frequency is the key to results. Now that the recession is resetting media costs, maybe everyone can get back to creating win-win scenarios in business partnerships.
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