At the event, Elizabeth presented Using Competitive Intelligence to Understand the Prospective Student’s View of Your Institution with Susan Warner, director of Publications and Advertising for New York Institute of Technology.  The presentation analyzed how competitive data can be used to create strategic marketing decisions for higher education, as seen through the case study of Luminosity’s work for NYIT’s Vancouver campus.

In regards to the symposium, Elizabeth said, “________”

To learn more about Luminosity’s previous work for Education institutions go here.

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Want to learn about the demographics of your favorite television network? Or perhaps you want to know how many viewers turned into a network last week? Look no further than the Cable Advertising Bureau’s www.thecab.tv. This resource provides detailed profiles about cable networks including information about targeted viewers, viewer profiles, programming, and advertisers.   For example, maybe you want to learn more information about the viewers of the Disney Channel. A brief look at the network profile can you tell you about the demographics of the viewers targeted, as well as profile of the viewers including their household income and audience composition. It also provides information about their lifestyle which indicates, for example, that the typical viewer is likely to have spent 10+ hours on the internet (index 123) or lives in a household that spent $3,000+ on their most recent TV set (index 120).

The site also serves as a central location for television industry news and insights. There are reports to help explain the changes television is facing, such as how DVR is used, or the multiple platforms that television is viewed, and how these changes are affecting the industry as we know it. Or maybe you just need help understanding television ratings jargon, it provides resources to explain the math behind the numbers as well as explain what the ratings and other terms mean in simple English.

 

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As the World Cup tournament comes to an end, again, the far-reaching effects of innovative advertising made for an interesting competition between brands (pun intended).

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Another example is The Wall Street Journal.  This publication has multiple properties online, but the one most closely resembling the print publication is WSJ.com. If you are trying to reach an audience that is male, has an average House Hold Income (HHI) of $200,000 or greater, and is highly educated (meaning the majority of readers have college or post college education) then you would likely place print insertions within The Wall Street Journal. Yet if you were to replicate the current print buy to online, you would be reaching an audience that is more evenly split male/female, has a HHI of under $100,000 (68%), and has either a college or post-college education.  Thus, a print buy and an online buy would be reaching two different audiences.

The content delivered by publications remains relatively the same across print and online.  It’s the audience consuming the content that may differ from one medium to another.  Does your media team give print VS online comparisons when planning or making recommendations?

By moving your mouse over each circle, the relevant ad begins playing.  The interactivity doesn’t stop here.  By clicking on each circle, the user is taken to a page displaying updated information and statistics pertaining to the video, such as the sharing rate and buzz by language.

According to the site, Viral Spiral “charts the explosion in sharing of branding video content and the extent to which many advertisers are using social video to amplify their brand.”  As the boom in technology continues to grow and the world continues to move online, the use of viral marketing is becoming increasingly prevalent.  Viral Spiral is most interesting because of the fact that it measures shares, not views.  Thus showing the power and success that brands have gained when consumers and potential consumers spread the word and talk about the brand and its products online.

“Linsanity” is in full swing in New York and around the country (if you haven’t heard of him, ask Kobe Bryant, he will explain). He has already made a huge impact on the New York Knicks and the NBA beyond the court. Ratings on MSG Network for the first five games of “Linsanity” have been 87% higher compared to 20 Knicks games prior according to MSN Money. Jeremy Lin jerseys are sold out, and he is filling the seats wherever the Knicks go. Bloomberg reports that for the February 15th game against the Sacramento Kings, the average ticket price increased 26%. Clearly, Jeremy Lin is good for business (see Linfographic from infographicworld.com).

This makes “Linsanity” a huge opportunity for any consumer packaged goods company whose brand aligns well with this high energy, off-the-wall trend regardless of its specific category. Part of the appeal of Linsanity is that people are simply having fun with the trend and creating new Lin phrases. Any brand that could tap into this naming trend with a clever or amusing pun would be an instant top seller.

The following are a few of our picks for best “Linsanity” aligned branding opportunities:

1. Wheaties with 100% more Lin than the leading cereal brand- It’s clear Jeremy eats his Wheaties, and it would be a shame if there wasn’t a special edition released during “Linsanity”.

2. Linsanity bar- Similar to the Reggie! Bar of the 70’s, a Linsanity bar will get you to the proper level of enthusiasm before a Knicks game. These snacks would also be great for sharing with friends and co-workers during post game discussions.

3. Vita-Lin Vitamin Water- Here for a limited time only, hydrate during those intense games with Jeremy Lin limited edition water.

One of the best ways to identify brand alignments across categories such as Sports and CPG is through the Brand Eco Map™. This unique research tool gauges consumers’ brand perceptions across multiple dimensions to reveal new and unexpected positioning and alignments. Do you know where your brand lives?

In “Chocolates on the Pillow Aren’t Enough”, Jonathan Tisch provides suggestions for how companies can solidify strong relationships with their customer base. Tisch provides several examples for how companies have connected, or reconnected with their customers and successfully built, or revived, their brand. One example in particular that caught our attention is the section on The Rebirth of Harley-Davidson through Customer Community. The section focuses on Harley Davidson’s strategy to rebuild its brand after it faced losses for several years in the 1980s with intense competition from cheaper Japanese imports. Instead of advertising towards prospective customers, they took a different approach and allocated the majority of their advertising budget towards existing customers. This idea was explained by Clyde Fessler, the company’s vice president of business development, “If you provide a value experience to your existing customers, they become your salespeople and brand ambassadors” (Tisch, 157). They also created the Harley Owners Group (HOG), which sponsored events for Harley owners to gather where they could learn more about their motorcycles, but most importantly, partake in a social event where they could share stories. Their efforts were by all accounts a success, allowing the company to make a successful financial turnaround.

This provides a great example of not only how important it can be for a brand to connect with its customers, but also the power that customers have for a brand. By providing benefits for the customers through HOG, the company provides an incentive for the customer to remain loyal. It also provides a reason for that customer to go and share his or her experience with friends and thereby grow the customer base organically.

 

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This is likely due to increased budgets at financial services firms along with a more receptive public as America begins to move past the financial crisis. Aside from E*Trade, which advertised last year, this year’s Super Bowl also included ads for Chase Bank, MetLife, Prudential Financial, and TaxAct.com.

Retail also had a small increase in share of voice with Old Navy, H&M, and Best Buy all placing ads in this year’s Super Bowl. This shift came at the expense of Consumer Packaged Goods which had a smaller share of voice and did not make as large an impression on viewers as they have in years past.

What was your favorite ad from this year’s Super Bowl?

So, why does media cost tend to stay the same or increase?  When planning for a campaign, it’s extremely important to take into account the number of people who actually consume a type of media (digital, print, OOH, broadcast, TV) or particular publication.  When buying media, if visitors, circulation or GRPs remain consistent over the previous year, media cost would respectively stay consistent as well.  But, if reach of media is declining then cost should reflect this as well.

For example, I pulled a report from BPA World Wide to see the average circulation of three publications focused on boating & yachting.  As you can see by the chart below, Sea Magazine has held a consistent circulation over the past three years, but Yachts International has had a steady decline since 2010.  If you were advertising in Yachts International over the past three years, you would want to compare your rate from 2010 to your current rate.  Has it decreased along with its circulation?  If not, you should investigate why and renegotiate.

There are 3^rd parties that audit publications and sites to ensure that numbers reported by these publications are true and as close to accurate as possible.  Two companies that audit print are BPA World Wide (trade) and Audit Bureau of Circulations (commercial).  There are also several that audit online, such as: comScore (paid), quantcast (free) and compete (free or paid depending on level of data you want).  Other companies like Carroll Media audit outdoor advertising.

When was the last time your agency showed you ‘health’ reports on the publications in which you run?  This analysis is critical to understanding your media choices and negotiating the best rates possible.