Artistic, Careful, and Courageously Informed.
March 23, 2011
Note: Handouts are being passed out.
Tuesday, March 22, 2011 Tuesday, March 22, 2011 Amazing But Advertising FIRST Award
Guido Daniele
Tuesday, March 22, 2011 Tuesday, March 22, 2011 Tuesday, March 22, 2011 Tuesday, March 22, 2011 Tuesday, March 22, 2011 Tuesday, March 22, 2011 Tuesday, March 22, 2011 $ 3.2 billion
Tuesday, March 22, 2011 Somewhat smaller.
Tuesday, March 22, 2011 A few personal notes.
Laurentian Mts.
Tuesday, March 22, 2011 Martin Luther King Jr.
Tuesday, March 22, 2011 Goal update: Marine Corps Marathon Washington D.C. -- October 30, 2011
Longest run as of: 2012 SET BACK 12/3/10 -- 11.5 miles / 185 lbs. 190 lbs. 3/12/10 -- 6.5 miles
Tuesday, March 22, 2011 Referral update: Since my last 8 minute Red = Meeting or actual business presentation...
Goddard Technologies • Cycles 128 • EAB Synventive Molding Systems Century Bank Elevator United States Biological • River Works Shetland Park Credit Union • The First National Bank of Ipswich Cedardale Health and Fitness East Boston Savings Bank Beverly Cooperative Bank Rochester Electronics • Haverhill Bank New England Cranberry Company Merrimack Health Group North Shore Bank Danvers Guitar Center • Endicott College Metro Credit Union General Electric Aviation North Shore Community College • Lowell Five Winter Street Architects Watertown Savings Bank • The Daily Item of Lynn Beverly Cooperative Bank • DeIulis Brothers Construction • Beverly Airport A great referral: Maestranzi Brothers • Thermal Circuits Marian Court College • Institution for Savings A client who wants to get to UFP Technologies • Cabot Money the next level and who has the Management • BioEngineering Group • EAB courage to take on changes Elevator • Lyons Ambulance • DiMella Shaffer creatively and monetarily. Architects • Boston Ballet • NEECO Wafers It does take both. Independent Newspaper Group • Ribcraft Seaport Grille • American Model Gallery.
Tuesday, March 22, 2011 And then... There’s....
Tuesday, March 22, 2011 Duratherm®
Brand Manager Website Oversight Media Buying Public Relations Employee Relations All copywriting Brochures Company History
Tuesday, March 22, 2011 Last time we got through the first six
Secrets of Adve!"ing
Tuesday, March 22, 2011 A quick review...
1. A great advertising agency relationship
2. Develop trust
3. The power of a great headline
4. Negative power of bad copy
5. Proofreading is an essential element of good marketing
6. NEVER be boring and don’t make your prospects feel stupid
Tuesday, March 22, 2011 7. Until people feel that you care about them they will not hear a word you say.
Your most important message.
GOOD
Tuesday, March 22, 2011 BAD
Tuesday, March 22, 2011 What percentage of advertising today is geared toward baby boomers? Is it a...
high percentage? low percentage?
Should it be a ...
high percentage? low percentage?
Tuesday, March 22, 2011 What percentage of advertising today is geared at baby boomers?
Itʼs a VERY LOW percentage.
But it SHOULD be
a very high percentage.
Tuesday, March 22, 2011 Baby boomers dominate 94% of all consumer packaged goods categories. Only 5% of advertising is aimed at them.
Tuesday, March 22, 2011 With the advent of social media and nearly universal high speed Internet access, has traditional-sit-on-the-couch -and-watch television viewership
Gone up? or Gone Down?
Tuesday, March 22, 2011 *adjusted for the growing population. Traditional TV viewership is now at its highest point ever in history.
Tuesday, March 22, 2011 Some unknown knowns
Baby boomers dominate 94% of all consumer packaged goods categories. Only 5% of advertising is aimed at them.
TV viewership is now at its highest point ever in history.
99.9% of people who view an Internet page with an online display ad do not click on it up to 80% don’t even see it.
99% percent of all video viewing is done on a television. Only 1% is done on line.
Since the 1990s, click-through rates for banner ads have dropped 97.5%.
TV viewers are no more likely to leave the room during a commercial break than they are before or after the break.
SOURCES 1. DoubleClick, Benchmark Report, 2009 2. Nielsen Three Screen Report, Q1 2010 3. U.S. Department of Commerce, Q2 2010; Nielsen Three Screen Report, Q1 2010 4. Duke University, Do DVRs Influence Sales? 5. Nielsen Three Screen Report, Q1 2010 6. Duke University, Do DVRs Influence Sales? 7. Li, Hairong; Leckenby, John D. (2004). "Internet Advertising Formats and Effectiveness". Center for Interactive Advertising. And DoubleClick, Benchmark Report, 2009 8. NielsenWire, Nov. 10, 2009 9. Marketing Daily, July 22, 2010 10. Council for Research Excellence, May 10, 2010
Tuesday, March 22, 2011 So what’s Secret #8? What everyone thinks they know about advertising is probably wrong.
So, find someone who really does know.
Tuesday, March 22, 2011 9. A Social Law in Advertising.
The difference between groups is always less than the difference within groups.
Tuesday, March 22, 2011 10. Customer loyalty is the number one objective.
Inconsistency UNSELLS your customers.
Tuesday, March 22, 2011 11. A competitor who out-markets you will erode your market share.
Tuesday, March 22, 2011 12. Companies that continue to advertise in down markets, increase their market share, revive earlier and increase profits on the upswing compared to their conservative competitors who “cut costs.”
Source: McGraw Hill Research since the 1900s.
Tuesday, March 22, 2011 Two stories...
1. Legend has never had a typo ... KETRON
2. Sometimes nothing can stop them... signature
Tuesday, March 22, 2011 The World’s Most Expensive Dog
Tuesday, March 22, 2011 Tuesday, March 22, 2011