Boomers: Still Spending

A new report by IRI, details how the consumer packaged good industry is poised to grow as the Boomers generation gets older. The study evaluated three different Boomer groups shopping habits, the groups were broken up into: Truman (53-62), Kennedy (44-52), and LBJ (34-43).

Some of the findings include:

  • 66% of Trumans purchased store brands
  • 83% of Trumans gave store brands “excellent” quality ratings
  • 70% of Kennedy Boomers gave store brands “excellent” quality ratings
  • 73% of LBJ Boomers gave store brands “excellent” quality ratings
  • Top private label products for Trumans are nuts/seeds/corn nuts, ice cream and chocolate candy

IRI believes that the Boomer group represents a $50 billion growth opportunity for consumer packaged goods companies in the future.

For more on this report, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3id7516b3f87ca901dfd066b2394569a67

MTVN New Ideas For Video Advertising

MTV Networks thinks that it has found a better way for sponsors to present their brand than the old 30-second pre-roll commercial.  MTVN is proposing a 5-second video spot in conjunction with corresponding slightly delayed display ads.

According to their study on online video advertising “Project Inform,” MTVN found that the 5-second commercial with the display ads were a better way for companies to get brand effectiveness but also user tolerance.

For the in depth look at how MTVN created this study, and the 20 other ad unit possibilities that they tried, go to: http://www.adweek.com/aw/content_display/news/digital/e3i73ce69e9b334a24d76dd2e6525fbfc27

Comedy Central Series to Feature Live Commercials

Comedy Central’s new show, “Michael & Michael,” which premieres on July 15th, will be featuring live commercials during six of its seven scheduled episodes.  Sponsors that have already signed with this show include Klondike, Dunkin’ Donuts, Mike’s Hard Lemonade and Palm Pre.  Klondike will be featured in the first episode and in conjunction with the live commercials, the brand is also sponsoring a web micro-series featuring the two stars.

The show is a sketch-based comedy and brands really feel that the actors can give the brands the humor needed to connect with audiences.  The actors stated, ” I think we felt like with this show in particular, since we were playing ourselves making a TV show, we could do something where we’re basically doing promotions for advertisers as ourselves and it wouldn’t necessarily pull you out of the show we’re making. We see it as the old-timey ad, the kind you hear on the radio all the time, where we just stand there and talk right to the camera, ‘This is the product, and this is why it’s great.'”

This is a very innovative idea and I think that the brands who have already signed up will see the benefits from going in a direction like this.  What do all of you think? Is this a silly idea? Would your company or brand try it? We want to hear from you!

For the full article, go to: http://adage.com/madisonandvine/article?article_id=137880

Break Dancing Babies and Water?

After Evian’s 17% drop in sales in 2008, they are ready to launch a new campaign “Live Young.”  The upscale water brand’s global campaign will appear online in the US and on TV in some overseas markets.  The message of the ads is to project Evian’s values of health, youth and purity in a more playful way than they have done in the past.

The ad’s messaging is “Let’s observe the effect Evian has on your body” which is then followed by the lively and happy break dancing babies on roller skates.

Evian is hoping for their ads to become viral sensations in the US.  Evian is posting its ads on YouTUbe as well as a new site, www.evianliveyoung.com.  There are two videos for users to watch, as well as digital teasers of the break dancing babies and “making of” clips.  There are also “interviews” with the babies as well as Facebook pages for each of them.

What do all of you think? Will this approach work for an upscale brand like Evian? I have my doubts…the use of babies in the e-trade commercials for some reason worked, but for an upscale water brand…I guess we will just have to wait and see.  It will be interesting to see if the consumer makes the leap of watching these dancing babies to actually buying a higher priced water brand.

Celebrating OOH Advertising

With the rise of Internet advertising, sometimes marketers forget that the oldie, but goodie, out of home advertising can be a very effective way to reach consumers and create ads that are innovative and get people talking.

The outdoor industry has changed over the years, especially in the fact that there are now just a handful of operators.  Although this is unfortunate for the local business owners and smaller operating companies, the monopoly does allow marketers to launch national and even international ads.

Some of the fastest growing avenues of OOH advertising include, architect designed street furniture, digital billboards, sci-fi mobile phone technologies and interactive billboards.  But not enough credit is given to the billboard.  It reaches the masses and simplicity really does grab the consumer.  For the full AdAge article that celebrates some very simple but innovative OOH billboard campaigns, go to: http://adage.com/mediaworks/article?article_id=137345

This AdAge article also features 12 different OOH campaigns whose creativity is unmatched and gets the masses talking.  These campaigns include Absolut Vodka, MacBook Air, Chevy Volt, The Economist, Gillette Power Fusion, Harrah’s Resort and Casino, Lowe’s, Maker’s Mark, McDonald’s, Pathfinders and San Francisco Zoo.  For the slideshow of this work, go to: http://adage.com/images/random/0609/aao062209/

Do any of these campaigns inspire you? Are there any ideas you can take from these ads and piggyback on them to create something ingenius for your clients?  I think there are a lot of times where we as agencies get stuck thinking one-dimensionally.  The billboard does not have to be a flat, static image with “Buy Now” as the tagline.  There are plenty of ways for homebuilders to present their new properties, via billboards, in a fresh, creative and interactive way.

James Ready costs a buck. The billboard is very much the center of this campaign, it is such a perfect marriage of the power or a mass medium with the interactivity of the internet.

James Ready costs a buck. The billboard is very much the center of this campaign, it is such a perfect marriage of the power or a mass medium with the interactivity of the internet.

More & More US Latinos Going Online

According to an eMarketer report, more and more US Latinos are going online.  In 2009, eMarketer reports that there are nearly 23 million Hispanics online, which is about 51% of the US Hispanic population.  Currently, Hispanics make up about 12.3% of the US Internet population and will increase to 13.9% by 2013.

The report also notes that this demographic is young, vibrant and growing, not only in numbers but in broadband connections and time spent online.  Sixty-three percent of Hispanic online users are under 35 years old.

This eMarketer report is important for marketers because the Hispanic demographic is one that has been left out of online marketing campaigns.  This young, hip demographic does respond to bilingual ads because it is prominently a culture that switches between languages.  Unfortunately, experts have not found the single best way to reach this demographic, but that can be marketers inspiration.  Each company or brand can experiment with ways to best reach this audience online.

For more information on this 22-page report, go to: http://www.emarketer.com/Reports/All/Emarketer_2000590.aspx

Paging Mr. Mom Aisle 2

Times are changing, especially when it comes to what used to be the conventional women vs men household roles.  While women used to be the housemakers and the ones to do all of the household shopping, studies now show that almost one-third of men are now the principal shoppers in the household.  This new Mr. Mom role is key for marketers, who have been skewing their supermarket advertising towards women, because now they have a whole new demographic that they can market to.

One of the biggest distinctions between men and women supermarket shoppers came from a 2006 article, “Secrets of the Male Shoppers,” which claims that “men buy, while women shop.”  This highlights that the sexes have different priorities when going down the aisles and is key for marketers to be aware of.

Nielsen data shows that while females used to dominate shopping trips in all channels except for convenience/gas stores, their numbers have consistently dropped from 2004 to 2008/2009, while the men’s numbers have steadily increased.  Research has shown that men have increased their grocery spending by 56% over a five year span.

To get more information about how men and women’s shopping roles are changing, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i1a1890f91e4cda9ae317111c0e19f1fa

Turner Cable’s New Ad Plan

The economic situation has forced marketers and broadcasters alike to really start finding innovative ways to reach target audiences.  Time Warner is finally entertaining an idea that advertisers have been asking for forever; allowing marketers to purchase ad time during the specific pieces of programming that pull a strong male audience.  There will be two packages available for the Turner cable networks (TBS, TNT, TruTV, Cartoon Network and Adult Swim), one that skews to men 18-34 and one that targets 18 -49 year old men.

Turner will also offer advertising on their digital properties and will work with marketers who are interested in creating “microseries” and other advertiser-sponsored content.  This against the grain marketing tactic comes as more and more marketers demand ways to go after their specific demographics.  The old way TV units were sold is not working anymore, especially in this economy when the ad budgets are the first things to go.

For the full article, go to: http://adage.com/mediaworks/article?article_id=137607

Taco Bell Thinks Outside The Bun And The Box

Taco Bell has decided to think outside of the TV box for their new marketing campaign which focuses on their new 79, 89, and 99 cent menu items.  The ad, which is called “Roosevelts,” as it is referring to the president featured on the dime, debuted Monday in National CineMedia’s FirstLook pre-feature program across 171 markets.

The spot will run in theatres before the new Transformer movie (which has already grossed more than $60 million), as well as other “Summer Blockbusters.”  These movies are the perfect place to debut these spots because Taco Bell’s target demographic is younger adults, the same people who are going to these films.  Taco Bell also considered research presented by National CineMedia which claims that 74% of moviegoers eat out either immediately before or after a movie and 88% of NCM’s audience is within a 3-mile radius of a Taco Bell.  Sounds like a no-brainer for Taco Bell.

Personally, I believe that more and more companies are going to be looking into doing movie theatre marketing because you have a captive audience.

For the fullarticle, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i344418db676344f0847dc8afac665540

Pier 1’s Search Ad Success

Pier 1 typically advertises via cable, newspaper inserts and direct mail, but when the economy was tanking and consumers were not spending, they needed to get some traffic into their stores.  So, they made the tough decision to try out search ads.  Pier 1 partnered with Google to develop a search term advertising campaign that would drive store sales in select markets.  The campaign ran from September 21 – October 11in 59 test and 93 control markets.

The results: In markets where stores were operating on a “performing” basis, the retailer experienced a 2% sales increase and a 300% return on advertising spent.  In areas where same store sales were declining, the retailer experienced a 5.3% lift.

These amazing results have Pier 1 looking to do more online.  They are going to start to use display ads, in conjunction with the search ads to hopefully continue this wave of online marketing success.

To read the full Brandweek Case Study, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i048f01beefa084a38c84fb0602a1b651