Pampers Target Gen Y

Pampers is going digital with their newest campaign “A Parent is Born,” which chronicles the birth of parents.  The show focuses on an LA couple anticipating their first child.  There are 12 webisodes that detail different aspects of a new parents journey, including “Finding Out the Sex,” to “My Big, Fat, Beautiful Body.”   Pampers rarely does digital advertising on a large scale, but the diaper brand wanted to connect with Millennial (Gen Y) moms and they knew their target demographic was online.

The webisodes will run on Pampers.com, YouTube, DirecTV On Demand and TLC.  MommyCast, the weekly radio/podcast series, will do a follow up with the couple, once their little one is born.  There is no product placement in the videos, and aside from the opening Pampers logo, the webisodes hardly mention or show the Pampers product.  Pampers will continue to use TV, print and direct mail to push their product.

For more information on this interesting approach to selling diapers, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i91e05ffd5e045bf1370e789781ff7ef1

Online Ads – Size Doesn’t Matter

Contrary to popular belief the larger the online ad is, does not make it more effective.  In fact, according to Dynamic Logic, ad effectiveness depends less on the size than it does the shape and placement.

Dynamic Logic looked at results from over 4,800 campaigns and found that the best-performing ad unit – in terms of brand awareness, recall and purchase intent – was the 180 pixel by 150 pixel rectangle ad.  The study also found that ads which surround content – like skyscraper and leaderboard units – are the least effective because people have learned to avoid them and have developed “banner blindness.”  The rectangle ads on the other hand, tend to be closer to and sometimes interrupt the content, which means that the user’s eye naturally have to roll over the ad, which assists in absorbing the content.

Dynamic Logic has provided 4 tips they want you to know, in order to make your ads more effective.  These tips are:

  1. Simple Flash is Overused.  Rich media with video is better than flash. If you are budget-conscious standard GIF/JPEG ads do the trick.
  2. Try to Avoid Ads that Border Content.  These ads are the most easily ignored.
  3. Publishers should consider mixing up ad placement from page to page. When you have the same ad format in the same place on every page, users become trained to avoid the ad.  Mix up the placement and you will draw more people’s attention.
  4. Not all attention is positive. Avoid flashing, blinking and annoying ads. They don’t help your brand and can actually have an adverse effect on the consumer’s opinion of your brand.

For more information on Dynamic Logic’s findings, go to: http://adage.com/digital/article?article_id=138554

Dannon Yogurt Creates Loyalty Program

In Dannon Yogurt’s effort to make a name for itself as a back-to-school staple, they have launched a loyalty program that rewards shoppers based on how much they spend.  The campaign is called “Dannonomics” and allows customers to submit receipts when their totals hit $15, $20 or $40 for purchases made through October 31st.  For each submission, Dannon sends back coupons for additional savings on their products.

The promotion is running across several brands, including Activia, DanActive, Danimals, Light & Fit and Dan-o-nino.  The campaign includes TV, print, online, in-store and package messaging saying “Delicious yogurt in your fridge. Money back in your wallet.”

Personally, I think that this campaign would be more successful if they did a money back promotion instead of a couponing promotion.  Will people really take the time to send all of their receipts in and wait for coupons before returning to the store? I guess we will just have to wait and see.

What would you do? Would this couponing idea make you more apt to buy a Dannon product? Or will you just buy your kids whatever good-for-you yogurt is on sale at the time of your store run?

For more information on the campaign, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3ib9d44f33bad88c08c2a273a9172322fa

Five Media Bright Spots

Ad Age has put together a list of five media properties that are actually making their properties work in these difficult economic times.  These media properties all have the following things working for them:

  • They have great, must-have editorial and entertainment
  • They know their audience
  • Their ads are tailored for their audience
  • They are constantly revamping their brands to stay relevant and indispensable
  1. Martha Stewart Living Omnimedia’s Digital Unit – Martha Stewart Living’s digital unit rose 28% in digital dollars in the last quarter.  It successfully adopted an advertorial approach, so the print, web, custom programs and ad creative all had the same feel.  They created a very successful pet site for Purina and created custom ads for Post and Kraft.  60%-70% of the new deals included custom creative, which is a large part in why the digital dollars were on the rise.
  2. Gawker Media – Gawker claims its ad revenue is up 45% over the first half of the year.  They chose not to sell space to ad networks, but exclusively to brand advertisers.  They signed up Heineken, Pepsi, Cadillac and Jaguar as a result of their no ad network plan.
  3. HBO – HBO’s perceived value for premium content allowed them to grow to over 29 million homes.  With the recession in full swing, people have less discretionary income, so for a little more than one trip to the movies, viewers can get a month of programming that includes Hollywood hits, original programming, documentaries, sports and live events.  HBO’s initiative of offering cable programming free of charge online to authorized, paying cable subscribers is also helping them gain subscribers.
  4. Clear Channel’s Streaming Audio Play – Online radio is a small but fast-growing sector.  Clear Channel’s success is partially based on a mobile app, IHeartRadio, they created for the iPhone and Blackberry, which has been downloaded 2.5 million times.  The mobile movement helped drive people online and now Clear Channel’s online audience is at 22 million unique listeners per month.
  5. Family Circle – While most monthly magazines have seen ad pages drop 22% through August, Family Circle posted a 12% increase.  The new editor in chief realized that the magazine had been too broad editorially, so with some research she targeted women with kids between 7 and 17 years old.   New advertisers for the magazine include Ikea, Lowe’s, JCPenney, Lenscrafters and Horizon Milk.  Family Circle takes pride in knowing their customers are seeking value and the magazine offers them ways and ideas of how to spend their money wisely.  The pure circulation of the magazine 3.9 million also helps when approaching advertisers.

For a more in-depth look at how each of these properties is succeeding in this tough economy, go to: http://adage.com/mediaworks/article?article_id=138463

Rebranding Radio Shack – Will It Work?

Radio Shack has taken a back seat in the marketing game for the past few years.  But with the announcement of Lance Armstrong’s new cycling team, Team RadioShack, and their new rebranding plan, Radio Shack is making a comeback.

In 12 new TV ads that started running nationally yesterday, Radio Shack, is now going to be known as “The Shack,” at least informally in its marketing materials.  The new campaign includes in-store signage, digital media, out-of-home, direct and a three day bi-coastal event which will broadcast live video connecting New York and San Francisco.  “The Shack Summer Netogether” will use two 11 x 17-foot “laptops” broadcasting live video to connect activities in both cities.  There are also plans for a new website and a new Facebook page.

The goal of this campaign is to give it a more modern image that speaks to its premium brand offerings in wireless and connectivity.  The brand is 80 years old and its definitely time to spice things up.

Rebranding is always risky business.  We’ve seen several companies do it lately, i.e. Pizza Hut it with “The Hut,” Circuit City did it at one time with “The City.”  But RadioShack is not just changing its name and resting on its laurels, they are covering most of their bases with this campaign, as they are using both traditional and experimental media.  It will be hard to ignore their new “The Shack” messaging, which in for a marketer is one of your top goals.

For the full article, go to: http://www.brandweek.com/bw/content_display/news-and-features/retail-restaurants/e3i2249411481f0057b413e041c487ac7bf?imw=Y

For an interesting opinion from PC World, go to: http://www.pcworld.com/article/169613/radioshacks_the_shack_shift_3_things_to_consider.html

New Ways to Advertise Online

Moving advertising online is hard for some companies, especially when people are rapidly going through web pages and advertisers don’t know if their ads are having the impact they desire.

New developments in web advertising are confronting this issue head on.  There’s the development of new, larger ad units by major publishers and an increased focus on creativity within the industry, not to mention there’s an increasing number of people consuming online video. Two ad networks specifically, VideoEgg and Meebo, are introducing what they call – persistent ad formats.  Unlike the typical banner ads, these units stay on the screen, occupying a border at the top and bottom, so that online consumers do not just whiz by your ad.  Both companies believe these persistent ads will work because similarly to television, the longer you show an ad to someone, the more likely it is to sink in.

VideoEgg’s persistent ad product is called Twig.  When users hover over the banner it expands it into a full-screen ad with video and other graphical elements.  VideoEgg is paid by advertisers only when users expand the ad from either the top or bottom.

Meebo, a popular internet messaging service, runs its messages along the bottom of the screen.  The bar allows users to easily activate chats with friends from the site and share items on the page.  Toyota and AT&T are companies that have an advertising presence on this product.

Advertisers no longer have to be scared of the Internet.  More and more people are going online for business and pleasure so your consumer is out there.  With the constant upgrades and innovation in advertising online, companies are sure that you are going to get the ROI you deserve.

For more information on these technologies, go to: http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i8ccae23c8456ba46bacf1746b2013fd1

Recession Creates New Advertising Norm

The recession has created a change in the fundamentals of the advertising world.  The new face of the ad business includes clients reducing ad expenditures and scaled back marketing costs including renegotiating agency fees.  Once the recession is over, this new client behavior is not expected to revert back to pre-recession ways.

PriceWaterHouseCoopers reports that advertising expenditures will total $467.3 billion by 2013 worldwide.  This is about 2.5% lower that 2008’s tally of $479.3 billion. Consumer confidence will also affect this figure over the next few years.  The current global economy has forced agencies to explore new business models and look forward toward emerging markets and new media for growth opportunities.  It has also shown the consumer that they do not need to spend like they did pre-recession.  Industry experts have differing opinions about the future of consumer spending. While some believe that frugality is here to stay, others believe that spending will be halted only until the economy starts to turn around.

What everyone agrees on though, is that the push towards digital was inevitable and was in effect before the economy bottomed out.  So the future in digital is only going to grow and become a more predominate part of the advertising world for years to come.

For more information on the new advertising world, go to: http://www.adweek.com/aw/content_display/news/agency/e3ia2224c3f78e5a3ce8f0edef5e540cd3d?pn=1

Juicing Up Guerilla Marketing

Purity.Organic is proving that you don’t need a large marketing budget to effectively market your brand.  The organic juice maker went guerilla with their $10,000 marketing budget and decided that in order to garner maximum attention they were going to New York City.

Purity.Organic’s agency placed giant cardboard straws in garbage bins around NYC, which touted the health benefits of its drinks.  The 200 giant cardboard bendable straws were planted in 25 high traffic locations.

The campaign was a success for the company.  The Purity.Organic website traffic grew significantly and consumers have been circulating pictures of themselves online with the giant straws.  Some people even stole the straws, instead of getting upset the company saw those straws as running billboards.

One additional component to the Purity.Organic campaign was an online video called “Those Motherf@#!ers.”  The video features a businessman shouting bleeped out profanities during a phone call, but once he takes a break to sip his Purity.Organic juice he instantly calms down and stops the cussing.

This is another example of great marketing innovation.  $10,000 isn’t a lot of money to get your product noticed, but if you are smart and you maximize your money without spending it all on one newspaper ad, you can not only have fun, but create a lot of buzz for your brand.

For more information about this launch, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3ia2224c3f78e5a3ceba0e529d3c631fb4

How to Market to the New 65 Plus Consumer

In a new Pew Research Center Social & Demographic Trends survey, 60% of respondents aged 65-plus said they feel younger than their actual age – in many cases much younger.

  • Among respondents ages 65 to 74, 1/3 say they feel 10 to 19 years younger than their age
  • One in six say they feel at least 20 years younger than their actual age
  • When asked flat out whether they “feel old,” 78% of the 65-74s and 61% of the 75-plusers said “no.”

So, how should marketers address people who are old, by conventional measures, but whose self-perception and physical condition doesn’t match up? One school of thought promotes using images that reflect the target market’s age less 10 to 12 years.  Another is to practice ‘ageless’ marketing, while being sure the ad reflects your understanding of the values and stage of life of the targeted populations and how the product and service meets their needs.  Another important role to the 65 plus consumer is the role of them being a grandparent.  Per the report, 65-plusers value becoming a grandparent more than anything.  They also look forward to having more time with family and then spending time with grandchildren as they age.  So these are key points that marketers can also tap into to evoke an emotional response.

For a more in depth look at how to market to this demographic, go to: http://www.adweek.com/aw/content_display/news/client/e3i4d0a69ad29e1cca5bb846e33310e9dcb

E-Book Advertising

Forrester research estimates that by 2013, over 13 million US consumers will use some kind of e-reading device.  Amazon’s e-reader Kindle is the current leader as it has sold more than 1 million units since its 2007 debut.  Barnes & Noble, Sony, Apple and Google are also all looking to create their own e-readers to rival Amazon.  Knowing what a large, untapped advertising market this is, it was only a matter of time until marketers figured out a way to get their message to consumers through these e-books.

There are several methods that advertisers might take in order to advertise to the e-reader consumer.  The first is sponsored books.  ITaggit, is a web property that helps collectors organize and track the value of their collectibles.  They are going to sponsor 30 Wowio Classics.  The first page of the sponsored book reads: “ITaggit is proud to sponsor this e-book for [registered user]” and it includes a link to ITaggit’s website.  This is the only advertising that is in the book.  Verizon Wireless also sponsored Wowio Classics but they gave away books as thank-you-gifts for subscribers who went to paperless billing.

The second plan of attack for marketers is offering customers full-priced books or they can purchase the books for half price but the discount books will be partially underwritten by the advertisers.  For people that can focus on the book without letting the constant advertisements on their screen obstruct the story, this could be a very good option.

Every idea at this point is experimental.  The success of the two advertising opportunities listed above will depend on the consumer as well as the advertiser’s ability to seamlessly integrate their message without alienating the consumer.  For more on this new e-book advertising opportunity, go to: http://adage.com/article?article_id=138030