August 31, 2016 / como / 0 Comments
The marketing team at Direct TV is made up of some really creative people. If you havent already seen the new Cable Corporation television commercials from Direct TV you can view them by visiting the satellite TV providers website.
Direct TV is the nations leading provider of high-definition channels bringing subscribers a total of 95 HD channels and over 260 channels all together. Dish Network, their leading satellite TV competitor, lags behind with just over 70 high-def channels. Cable companies bring approximately 50 HD channels to customers.
These delightful commercials focus on the high-def market and a make believe cable company. Each commercial joins the fictitious cable company boardroom for Cable Corp Inc. Christopher Guest, Jonathan Michael Higgins, and Ed Begley Jr. star in the Direct TV commercials. The tag line is You deserve better than cable.
In one commercial Roman the VP, played by Jonathan Michael Higgins, suggests that the Cable Corp Inc. advertise that they have a thousand HD channels in order to the subscriber base moving to Direct TV HD. In another commercial they board targets the Direct TV Sports HD market. Roman turns on some music and suggests bikini installers between 10 and 2 while three girls in red bikinis dance in the boardroom. The board of directors look mortified at the thought. These commercials all end in You deserve better than cable.
The geniuses behind these entertaining commercials did a fabulous job of showing the desperation of the cable company now that Direct TV has been taking their customers away. Statistics have shown that more cable subscribers are moving over to the satellite TV leader. From September of 2006 to September of 2007 the top ten cable TV companies combined did not have more subscribers than Direct TV.
Many people across the country have been remarking on their incredible customer service experiences with Direct TV. This is a marketing point in a few of the new Direct TV commercials. The commercials showcase the American Customer Satisfaction Index done by the University of Michigan Business School that reports their customer satisfaction rating has been higher than cable for seven years.
Another fine point of the commercials is the number of sports programming in high-def. Sports programming is a huge selling point for satellite television. Many sports fans across the country are enjoying their favorite sports team by selecting these sports subscriptions allowing them to see virtually every game regardless of where in the country they reside.
Direct TV and Dish Network both carry sports subscriptions including MLB Extra Innings, NHL Center Ice, MLS Direct Kick and NBA League Pass. Only Direct TV carries NFL and NASCAR content. They are the exclusive providers bringing the NFL Sunday Ticket and NASCAR HotPass to their sports offerings. In addition they offer rugby, college basketball including March Madness, golf, and cricket.
The satellite leader not only has the biggest lineup of sports subscriptions but they are the leading provider of sports programming in high-def. HD junkies are turning their noses up at standard definition. The adrenaline pumps more furiously when they are watching a game in stunning high-definition. Each drop of sweat, blade of grass, and more are seen in tremendous clarity giving the illusion of being on the field with all their sports heroes.
Although the product, customer service, and offerings speak for themselves these commercials make a lasting impression on viewers as they discuss the highlights around the water cooler.
August 15, 2016 / como / 0 Comments
There are a number of radio channels today. With the increase in the number of listeners the radio channels are doing their best to have the maximum number of listeners in their favour. A number of new techniques that can lead to customer satisfaction are implemented by the competitors in this field. Radios were initially used as a medium of mass communication for spreading information among the people. But with the ingress of many other sources, radios are accepted as one of the best sources of entertainment by a huge crowd. In such a scenario, every radio channel is trying hard to have a good content for its listeners. And here, the concepts such as radio imaging and station branding along with jingles are used by the radio channels.
Radio jingles are one of the best ways for making a channel popular. These are very much trendy and creative. Here, different ways for saying a simple thing are used that bring a change in the radio programs. Radio ads are very rarely noticed and generally no attention is paid towards them by anyone. But with the introduction of jingles, even these ads are noticed and acknowledged. When broadcasted, these grab attention of the listeners easily. And so these have opened a new path in the world of radio advertising. A number of people desire to get involved in the radio advertisement because of this. Many a times, the advertising jingles are used by the film and TV composers as well. Even they implement this very innovative technique for getting things noticed by their viewers.
When one truly desires to increase the number of listeners of a radio channel, there are many other things that one needs to consider. Station branding is a technique that is used by the radio station for increasing their importance and popularity among the listeners. Radio imaging is also used where a radio channel undergoes a complete makeover. Everything including the content, voice, lyrics, and tag lines are changed. It helps in avoiding the monotony of a channel and so attracts more number of listeners. Good changes are loved by everyone and so the entire concept of radio imaging is largely enjoyed by the listeners. Such concepts of changing the theme, looks, content etc are implemented by film and TV composers as well.
Lastly, it can be said that after so many techniques and methods, radio jingles are one of the best techniques for taking a radio station to the peak.
July 29, 2016 / como / 0 Comments
Marketers looking for evidence that out-of-home advertising can improve sales and amplify the effectiveness of their other advertising need look no further than a new study from Clear Channel Communications and MarketShare Partners.
The study, “How Out-of-Home Advertising Works,” examines the return on investment of using out-of-home advertising as an ingredient in a larger marketing mix. Specifically, the report finds OOH advertising provides a significant, incremental sales lift that equals, or is often greater than, other drivers.
“After careful analysis of thousands of marketing optimization models, and considering decades of research and applied marketing science, independent research from MarketShare Partners conclusively shows that OOH is an effective marketing vehicle and should be included as a component of the optimal marketing mix across a broad range of industries,” said Debbie Reichig, senior vice president of Business Development and Marketing at Clear Channel Outdoor.
So what can marketers expect from OOH advertising? Quite a lot, actually. A press release announcing the report outlines some of key benefits, including:
*Adding OOH in the media mix, for industries and products where it provides observable sales lift, makes other media more effective.
*OOH can provide a significantly higher sales lift in conjunction with TV when the creative messaging is coordinated across platforms.
*OOH can provide a significantly higher sales lift in conjunction with radio when there is a call to action.
As I’ve discussed before, out-of-home advertising using a medium such as digital signage networks is making great strides these days. Recent developments in technologies and techniques to count audience elevate the stature of OOH advertising in the minds of marketers and ad agencies alike.
The latest study from Clear Channel Communications and MarketShare Partners advances the medium further still. It not only demonstrates how OOH ads can provide a sales lift when used together with radio and TV advertising, but it makes specific recommendations on the optimum allocation of marketing resources to out of home.
The study finds the best allocation of marketing dollars to OOH advertising falls somewhere between 5 percent and 25 percent of the total advertising budget for most products and brands.
While some may discount this study as self-serving -after all Clear Channel Communications recently announced its recommitment to OOH ad networks and is one of the largest purveyors of outdoor advertising in the world- to do so would be shortsighted in my opinion. Sure this company has an interest in OOH advertising, but both Clear Channel and MarketShare Partners have an equally strong interest in protecting their reputation in the industry. To do anything other than to look honestly and completely at OOH advertising in the report would be harmful to both enterprises.
I applaud the companies and the release of “How Out-of-Home Advertising Works.” The study offers the advertising and marketing communities key insights at this important stage in the development of OOH advertising on digital signage networks. Not only does the study demonstrate how OOH advertising can help marketers achieve their goals, it quantifies what portion of their ad budgets should be allocated to this medium to maximize the effectiveness of their advertising efforts.
July 28, 2016 / como / 0 Comments
You might have heard about aerial advertising but if you have not opted for it yet, you are already late. Worlds leading organizations including McDonalds, Subway and Fox News have opted for aerial ads because of its countless benefits. If you still have any reservation about the best possible advertising approach this article will describe the five inescapable reasons to choose aerial advertising for your ad campaign:
1.Most Cost-Effective Approach
The CMP of aerial ads is clearly a lot cheaper than any other advertising mode. Production banners take a major portion of the cost incurred but luckily you have to pay for it only once and you can use the same banner anywhere anytime you want.
2.Total Control Over Your Campaign
You can specify where you want your banner to be flown, your potential consumer you want to target, and when the plane should be in the air. This extra control is not possible with traditional marketing approaches that hit the bulk of the market where there are fair chances that you will miss your potential consumers.
3.Maximum Impact and High Recall
On average every viewer gets a read time of 17 seconds and usually the plane circles over the audiences head several times, giving them enough time to grasp your message completely. The unique nature of air ads also adds to their recall value. According to the survey:
88% of people remembered seeing the airplane banner go by after 30 minutes.
79% could remember the product or service being advertised.
67% retained at least half the message from the ad
4.Nonintrusive Nature
Most people find TV commercials a discontinuing of their favorite program, intrusive, and unwanted. Placing leaflets on someones car or home can be considered invading his privacy. The case with your air ads is completely different and everyone will be delighted to see your banner towed by a plane. They will perceive the message in high spirit.
5.High Consumers Responses
According to the results of the survey, plane banners are responsible for 20% more responses compared to a typical ad campaign. It is a fact that when people see something new-fangled they are forced by their instinct to discover more about it. So, when they see your brand on the airplane banner they will surely remember your product next time they visit a store and be more inclined to purchase it.
The case study of The State of Maine Lottery shows the high consumer responses to the aerial ad campaign. Different mediums were used for the lotterys advertisement; including the traditional media and aerial advertising. A huge budget was specified for this purpose and only 6% of the budget was allocated to airplane marketing. In a survey later on, when 70% of the people were questioned how they learned about the launching of this lottery, 18.3% of them said they came to know about the lottery via aerial ads. This might not sound like a great figure but considering that only 6% of the budget was allocated clears the picture.
If you still are not convinced then you should ask the people who have benefited form this highly productive advertising approach. Aerial advertising will surely give you your moneys worth and you will not regret you decision.
May 26, 2016 / como / 0 Comments
Direct Mail is a type of “Direct Response” advertising tool. In effect, it is just a customized piece of post sent just to consumers that were targeted. It is named “Direct” because it circumvents conventional mass media and goes straight to the house or office of the consumer. Although measurements change, direct mail advertising is usually regarded as either the third or fourth biggest marketing medium behind Radio, TV and Paper.
Upside
You will find several excellent reasons why direct marketing cannot be disadvantageous.
The format is incredibly adaptable. There are not many rules or restrictions beyond your budget and great taste.
A piece that is unique gets you discovered. You discern yourself versus the remaining post and can have a powerful visual impact.
It is not difficult to meet an effort to your own budget. Fewer bits or post more on the basis of the sum you would like to spend.
If you put in the attempt, it is possible to target your mailings to efficiently reach on the market. It may be really concentrated.
It is possible for you to spend on a piece that is very decorous but it is not essential.
Marketing through Direct mail letter is not without its pitfalls, however, and while there are not really many of them they are not insignificant.
While the printing and mailing can be cost-effective, constructing an excellent database can be equally pricey and time consuming. An effort consisting of direct post is limited. It is best when utilized as a part of a bigger effort. Direct mail pieces normally arrive uninvited and are quite readily lost.
Principal thing to know about direct mail marketing
Like OOH, Direct Mail advertising is usually not an excellent choice as a standalone medium. This is a complement that is very good, though, into a multifaceted effort. The best part about it is you really can customize the format to align nicely with your brand. It is literally as large or little as you would like it to be. Spend your cash on two things, in the event you are going to do Direct Mail. Number 1: Assemble the list that is appropriate. Number 2- Always consider about quality, if your piece does not make your brand cut through the mess it ends up without a second look in the garbage.
These are some of the essentials that one should always assess beforehand before taking the assistance of direct mail letter as marketing tool. It is certain that direct mail is not going to work single handily in promoting your brand or services and products. You have to take the assistance of other marketing tools as well. Now it is your decision how precisely you choose direct mail efforts as per your target market and budget.