Feeds:
Posts
Comments

Thanksgiving is the lost holiday. Stuck between Halloween and Christmas, Thanksgiving just doesn’t stand a chance. It’s really just the official start to the holiday shopping season. thanks giving blog

The shopping spree starts Thanksgiving evening. But don’t let the shopping stop you from taking time to be thankful. It’s a great time to thank people who make your organization a success–inside and out.

So thank you for taking the time to read this blog. I appreciate your viewership, your feedback and ideas.  Now pass the sweet potatoes.

If you watch the daily network news programs you will quickly notice that this is a highly targeted program. Health related ads make up nearly all the avails.

The gap between younger eyes and older eyes spending time watching television is extremely wide and growing. chartoftheday_15224_daily_tv_consumption_by_us_adults_n

The average TV viewership is nearly 5 hours per day. But just look at the difference between a 18-34 year old and 65+. It is more than 5 hours.

If you think about it, the numbers make sense, as you move from starting families and kids to empty-nesters, there is more time in the day to watch television. Yet there may be more going on with streaming television, cord cutters and social media. There is more competition for eyeballs than there ever has been in the past.

The drug companies are very aware of this trend.

 

 

As kids, we were always accusing our parents of breaking promises, no matter how thinly the promise was made. It usually ended in some quickly resolved disappointment or a trip to the ice cream shop.

Today, when we believe a brand has broken its promise, we react swiftly and with purpose. We drop brands like hot potatoes, especially if you are a boomer.JackMorton-Consumer-Opinions-Brand-Promises-Oct2018

More than half of all millennials believe that brands “rarely” live up to the promises they make. That is a sad statistic for the advertising community. It means that brand loyalty is about to be disrupted as well.

The lesson for nonprofit organizations and businesses is simple: You better know what you’re promising, and start delivering. Boomers especially are ready to not trust you.

So what do you promise people? This is a fundamental part of marketing. If you don’t know, then people will make up your promise and good luck delivering on that promise.

According to Marketing charts, “For customers to be satisfied with brands, the marketing message needs to align with the value of the product or service.”

Research is showing that people feel brands don’t live up to the promises brand make. It is a breakdown of trust, and that will hurt results for years to come.

 

 

 

 

Today, it is not enough to put up a billboard or a sign. You must make it pic-worthy. Giving people a photo-op is a great way to engage people in meaningful and sharable ways.

In Las Vegas, the Fashion Mall has an area dedicated to selfies. The “selfie cubes” were busy, even in the middle of the day.

20180921_100357

Suja juice used a billboard with kale wings to encourage people to take selfies with their billboard, but also rewarded people for the effort (if encouraging people to eat more vegetables was not enough). For every 10 #KaleWings photos, Suja had TreePeople plant a tree in the LA area where the campaign was administered. You get a cool message experience and a chance to make the world a little better. Not bad for a day’s marketing. Suja Twitter photo

Immersion, engagement, relevancy are all words marketers like to throw around, but until you actually find a moment when the marketing melds the experience with the message so it’s a win-win, you don’t have true engagement.

Photo from Twitter.com #KaleWings.

 

 

 

 

 

 

 

News is changing. Where we get our news is changing. And the amount of time we spend with news is changing.

Our need for news is changing: Millennials consume 30% less news than people over the age of 38.

The fact is that people consume news from a variety of outlets.

FT_18.07.24_SOTNMTakeaways_audienceThat means the dilution begins to impact all media.  Audiences for all news media dropped last year, except for radio (mostly bolstered by National Public Radio and Public Radio International).  Granted, there was some postelection letdown on news viewing, but for some, this trend is worrisome.

Yet take a look at our news outlets: Most remain unchanged for the past 30 years. A newspaper looks the same. A TV newscast looks the same. News hole. Weather hole. Sports hole. Weather kicker. It’s the same stuff, different day.

Innovation is needed in news. The only signs of innovation are in the digital coverage from the New York Times.  When you do the same thing over and over again and expect different results, that is the news media watching interest fall.

Halloween is set to hit a record this year, according to the National Retail Federation. Spending on costumes, candy and cards is expected to top $9 billion.chartoftheday_6479_halloween_spending_spree_n

Halloween is for all ages. Kids rank high, but more and more adults are finding Halloween a great holiday to party. Halloween decorations are rivaling Christmas in number and sales. Pumpkin sales have climbed from $74 million in 2001 to more than $185 million last year.

Halloween offers more than just a good time for car dealers to offer “Spooktacular Savings.” It is a safe holiday for building culture and fun into an organization — and for building a monthlong marketing effort into your planning.

If you are not including Halloween in your marketing plans, the Great Pumpkin will not visit your pumpkin patch.

According to Business Insider, Amazon has been working on a plan to incorporate ads in TV apps within its FireTV system. FireTV is a digital media play and micro-console to stream audio and video content in high definition. It can also interface with Alexa. Social media concept. Technological abstract background.

Amazon has a wealth of targeted data on consumer buying habits. You combine that knowledge with ad delivery and you have the ability to hyper focus your ad content to the likely buyer. This kind of pinpoint accuracy is transformative.  And it delivers results as well.

The data will also allow marketers to know of the ad worked or not in terms of actual purchases on Amazon.

Cable is being replaced by Roku, Xbox and Amazon. It’s called the “new TV delivery system ecosystem” or OTT (Over-The-Top Streaming, which is placing ads within these ecosystems to hyper-targeted homes).

Amazon is piloting this effort over the next year or so. For broadcasters it could usher in the day of direct buying by organizations like AMPERAGE, so you would bypass the sales person and sales group at “the networks.”

Stay tuned, there’s more disruption coming.