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NEW CLIENTS!
Marketing Keys proudly welcomes two new clients.
DirectBuy of Tuscon and Hooters!
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KEY REFERRAL! |
Do you know a Business Owner or Marketing Director that would be open to new strategies and ideas to reach your customers through an everchanging media landscape? If so, please forward our newsletter to them. Many of our clients have come to us through your kind introductions to your friends and business associates. In return, please let us know how we can help in terms of referring business back to you! roger@marketingkeys.com. |
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Greetings!
Welcome to the February issue of Key Notes - Marketing Keys' monthly newsletter. Please enjoy our second edition of the new year. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. |
Anti-Smoking Campaigns Work, so Don't Quit Now.
Keep that New Year's Resolution! Kick all those bad habits, including smoking, once and for all. Research found that as funding for anti-tobacco ads dropped so did the number of smokers kicking the habit. Get ready for new campaigns that encourage kicking the habit in hopes of reversing that number.
Smoking's steady decline, which began in the 1960s after the Surgeon General's initial warning, has leveled off in recent years. There's no doubt that the leveling off of the smoking rate has occurred at a time when many states, amid deep cuts to tobacco-prevention budgets, are spending next to nothing on ads and have been getting little media coverage from the national level. This is bad news when you consider how effective those ads have been.
If you are a smoker and would love to quit for health, family and/or financial reasons, don't forget about a great resource for smokers that live in the state of Illinois. The Illinois Tobacco Quitline is ready to help you quit smoking once and for all. The number to call is 866-Quit-Yes. The ITQL is operated by the American Lung Association in Illinois in partnership with the Illinois Department of Public Health. The ITQL is a free service provided by funding through the State of Illinois Master Tobacco Settlement Fund. Marketing Keys is currently managing an aggressive, statewide advertising campaign for the ITQL utilizing a mix of media including TV, Radio, Outdoor, Print and Online.
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The Rising Cost of Super Bowl 30 Second Spots
 1967 was the year of the first Super Bowl. A :30 spot in the 1967 Super Bowl cost advertisers around $42,000, which adjusted for inflation is about $274,000. Forty four years later in 2011 the same :30 spot set advertisers back a cool $3 million. And for this year's 2012 Super Bowl, NBC is charging an average $3.5 million for each :30 spot! If the cost of a 30-second Super Bowl commercial kept in line with inflation, that $42,000 spot would cost about $283,500 -- a far cry from the $3.5 million being charged today, which represents a 8,333 percent increase. |
 Social Media Gives Super Bowl Ads a Second Life
Spending $3.5 million on a :30 spot in the Super Bowl may seem a little outrageous; because of social media and sharing, advertisers will at least get a lot more bang for their buck. Back in the days before the Internet and YouTube, if you missed a Super Bowl ad, you really missed it. In 2012, it's a much different story. Some Super Bowl ads are already available online, and even if you don't watch the game you'll probably still be seeing plenty of the ads after.
According to a survey done by Venables Bell, 35 million people are likely to post their favorite ad on Facebook after the game. Since the average person has about 130 friends that comes out to a potential 4.5 billion impressions. All of a sudden, that $3.5 million sounds like a bargain price.
Stats on Super Bowl Ad Sharing |
- 64% of Americans want to watch the Super Bowl with ads
- 14% would pay a $0.99 subscription fee
- 57% of Americans pay attention to Super Bowl ads before the game
- 48 million Americans will re-watch ads after the game
- 40 million Americans plan on sharing their favorite ads online after the game
- 68% of sharing will be done by people 18-29
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Don't forget about Traditional Media |
It may be trendy to go all new media in your media mix; however, to assure that you are growing brand awareness a mix of strategies is still needed. When deciding how to spend your marketing and advertising budget in 2012, don't forget about the millions who still like TV, Radio Print etc. A senior-level marketing executive at Microsoft commented about the mix, "There's no magic formula that you move your marketing dollars from one bucket to another [online] and suddenly it will work. In fact, pre-roll video is now the most effective form of digital advertising, which is essentially TV -- just without the high viewership." Why would a marketing manager risk missing so many consumers by going exclusively online? It is the result of a few factors: pressure to be modern in the media plan/buy; wrong assumptions that people have stopped watching TV, reading magazines, looking at outdoor ads and listening to radio, and the belief that brand awareness can be achieved with equal effectiveness online. While there are a few hundred TV channels, most people only watch a handful. Conversely, there are millions of Internet sites to visit. Most people visit dozens and don't stay very long. TV is still the most effective medium for telling a story and introducing a new product or brand. Be rational about your media mix. Online ads, SEO and SEM, should absolutely play a key role in many brands' media plans...just not exclusively. |
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ESSENTIAL READING LIST FOR MARKETERS Business books can be really helpful in learning more about branding, marketing and advertising. If you have a little extra time or are looking for some useful information here are a few books that come highly recommended.
Competitive Strategy: Techniques for Analyzing Industries and Competitors, by Michael E. Porter: This book by current Harvard Business School Professor Michael Porter may take a long time to digest, but there is no better presentation of the many dimensions of  competition, and the principles found in this book can be applied to all industries. Positioning: The Battle for your Mind, by Jack Trout and Al Ries: When this book first came out in 1981, it revolutionized how marketers conceived of the branding proposition. These authors make the complex topic of branding simple. Profit from the Core: Growth Strategy in an Era of Turbulence, by Chris Zook and James Allen: The authors base their thesis on a 10-year study of 2,000 companies, expounding on the reasons why all companies seek sustained, profitable growth but only a fraction of them actually achieve it. This book demonstrates that companies grow big by focusing narrowly. |
Tweet of the Month.
| MarketingKeys Roger Keys
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Until next month, may all of your marketing dreams and goals
come true! And - if they don't - we are here to help.
Sincerely,
ROGER KEYS
MARKETING KEYS
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