Local Advertising revenue to Increase

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Greetings!

Welcome to the May issue of Key Notes - Marketing Keys' monthly newsletter. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently.

Marketing Keys starts new chapter with The Newberry

The Newberry, Chicago's independent research Library since 1887, partners up with Marketing Keys. Marketing Keys will be the agency responsible for promoting The Newberry's big Anniversary campaign - celebrating 125 years as a one-of-a-kind research library.

The Newberry - located in Chicago's Gold Coast - offers readers an extensive non-circulating collection of rare books, maps, music, manuscripts, and other printed material spanning six centuries. The Newberry's core collections include American History and Culture, American Indian and Indigenous Studies, Chicago and the Midwest, Genealogy and Local History, History of the Book, Medieval, Renaissance, and early Modern Studies and much more.

Marketing Keys will be utlizing a marketing mix of print, online, radio, cable tv and outdoor advertising to spread the word about this one of a kind destination.

GM slams brakes on Facebook and SuperBowl ads

Last week GM announced plans to drop advertising for both Facebook and the Superbowl.

General Motors said it will skip advertising in the 2013 Super Bowl because it has become too expensive, in yet another move that reflects a seismic shift in the Detroit automaker's marketing operations.

"We understand the reach the Super Bowl provides, but with the significant increase in price, we simply can't justify the expense," said Joel Ewanick, GM global chief marketing officer, in a statement.

Ads for the 2013 Super Bowl are expected to be up about 9 percent, to about $4 million for a 30-second spot, according to media reports. The 2013 Super Bowl will be broadcast by CBS.

In another controversial marketing move last week, GM decided to drop its paid ads on Facebook. GM spent about $10 million a year on Facebook ads, which apparently had little impact when it came to influencing consumers' car-buying decisions.

GM was a high-profile presence during the 2012 Super Bowl with several commercials, including one in which the 2012 Chevrolet Silverado survives the apocalypse.

Ryder Cup to hit Chicago's Sweet Spot!

Chicago's next turn in the global spotlight promises just as much of an economic jolt as the NATO summit-with a fraction of the headaches. The 2012 Ryder Cup rolls into the Windy City on Sept. 25-30 with expectations of $135 million in economic impact-on par with the $128 million the city expected from the summit, according to the DuPage County Convention and Tourism Bureau.

The bulk of the boon will come from spending at area hotels, restaurants, golf courses and tourist hot spots by around 40,000 people who won a lottery to purchase tickets to the event at Medinah Country Club, near suburban Bloomingdale.And, unlike the NATO summit, for which the city is spending millions to close streets, beef up security and take over McCormick Place, hosting the tournament comes at minimal cost to suburban municipalities.

"The Ryder Cup is the most important sporting event happening here in 2012," says Warren Wilkinson, chief marketing officer of Choose Chicago, the city's newly renamed tourism bureau. Mr. Wilkinson says the NATO summit is an important global event for Chicago, but the Ryder Cup "gives us a chance to showcase Chicago to markets where we're keen on driving visitation."

Revenue from those goes to the PGA and Medinah, but spending from more visitors spills over to local hotels and restaurants.

"It's the biggest sporting event the city of Chicago will see in the next 10 years," says tournament director Michael Belot, who worked at the last two Ryder Cups on American soil, in 2008 and 2004.

"We're expecting international folks to come in early and stay late," says Skip Strittmatter, executive director of the DuPage County Convention and Visitors Bureau, which has prepared a dining discount program for visitors ahead of the tournament.

"People should understand that this is a pretty big deal," she says.

More Local Businesses set to Advertise!

youradhere According to BIA/Kelsey's Media Ad View reports, local advertising revenues are expected to grow at a rate of 2.6% per year between 2011 and 2016, rising to $150 billion that year. Mobile and online platforms will see the biggest increase over the five year period; revenues there will nearly double to $11.1 billion in 2011 to $21.8 in 2016.

The major source of advertising dollars for mobile and online will be technology/telecom, which will spend $5.1 billion by 2016 (up 80.7 percent). Other top spending categories include retail ($4.5 billion), automotive ($2.6 billion) and healthcare ($815.3 million).

"While we expect to see changes in ad spending in some advertising categories, it is significant to note that television and radio continue to hold their own, while out-of-home, online and mobile are having an impact on the overall share," said Mark Fratrik, vice president and chief economist at BIA/Kelsey. "Newspapers are also positioned very well to continue to drive online ad revenues."

IBM leapfrogs Google in brand value IBM continues its rise up the brand-valuation hierarchy, leapfrogging Google and rising to No. 2 behind Apple, its value up 15% to nearly $116 billion last year, according to the latest Brand Z ranking released today from WPP's Millward Brown.

Tweet of the Month.

CEOS finally warming up to Social Media

MarketingKeys Roger Keys

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