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In This Issue
Latin School "Opens" House to 300 additional prospective families
"Cancel that American Idol Spot Buy..."
(S)elect your advertising decisions now!
Instagram hopes to "snap" up advertisers!
Coach Gruden makes the right call!
TWEET OF THE MONTH

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HOLIDAY SHOPPING!

Need to relieve stress during the holidays? Why not focus on your holiday shopping lists and team up with Marketing Keys to help you with your holiday marketing campaigns and upcoming 2014 campaigns? 
 
mother-girls-presents.jpg
 
Marketing Keys has just placed a nationwide holiday, network radio buy for a nationwide cookie company and is also just finishing a holiday campaign for a major online retailer that sells high quality coats, scarves, hats etc.
The Newberry Bookstore gets a new cover!
Today the Newberry Library will open the doors to it's newly-acquired Newberry Bookstore! The bookstore is located in the historic library's lobby.

 

The bookstore will offer a wide array of new books that relate to the Newberry's collection, as well as stationery products. Used and rare books will also be sold, and in the months ahead the store will add Newberry-related gifts. "Associates to the Author" level donators ($100+) will receive an additional 10% off on purchases.

 

Stay tuned, as there will be a grand-opening event coming this winter! 

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! [email protected].

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Greetings!

Welcome to the November issue of Key Notes - Marketing Keys' monthly newsletter. We hope everyone's fall season is off to a great start! Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. Enjoy!
Latin School welcomes and "Opens" House to 300 additional prospective families this year!

On Sunday, October 27th, Latin School of Chicago held their traditional Open House. This is an opportunity for new, prospective families to actually see the school - which is celebrating its 125th Anniversary - at work! 

This year, Latin wanted to try something different. Instead of placing their normal print campaign in-house, Latin reached out to Marketing Keys for fresh ideas. Marketing Keys proposed a unified, integrated marketing approach with CTA bus boards, online marketing, radio, and print. 

The result? An incremental 300 prospective families from a year ago walked through the doors of Latin School on October 27th! According to Latin's Director of Communications Katio O'Dea, "We had the biggest crowd ever! Every session was standing room only. Our head of school was thrilled. The campaign worked!" 

Latin School of Chicago is a private elementary school, middle school and high school located in the heart of Chicago's Lincoln Park. Notable alumni from Latin include former first lady Nancy Reagan, Rockit Bar owner Billy Dec, Harry Caray's Managing Partner Grant DePorter, President Obama's basketball buddy and Illinois State Treasurer Alexi Giannoulias, and WLS-AM talk host Roe Conn.
"Cancel that American Idol spot buy. Let's go ahead with the 1,000,000 W 18-49 impressions TV schedule." 

 

 

Earlier this year, DirecTV

took a step into the future of TV advertising. Rather than let marketers target only shows and geographic markets, it allowed them to zero in on specific audiences -- down to the individual home.

 

"The way our technology works, I can literally take a 30-second TV commercial, I can insert it into a commercial pod and I can target that commercial to the household level," said DirecTV Exec VP Paul Guyardo. "We don't serve up the impression until we know the TV is on and the viewer is watching," he said. "The show doesn't matter. It's the audience."

 

After years of resisting change, the industry is beginning to sell commercials with an emphasis on precise audience targeting. The practice, still in early days, can't yet reach every household and has been primarily adopted by TV-service providers.

 

Until recently, the nearly $70 billion TV-ad industry seemed nearly impervious to change.

 

Then things really started to shift. TV audiences have been fragmenting since the advent of cable, but that process is now in overdrive thanks to hundreds of channels, video-on-demand options and devices. At the same time, spending on digital started growing at a pace faster than TV. Now, the TV industry, or at least parts of it, is turning to advanced targeting to help retain its dominance.

 

Advanced TV targeting, while small, is starting to build momentum. In addition to DirecTV, which claims addressable TV sales now account for 10% of its ad business, providers such as Cablevision and Dish Network offer similar capabilities. "It's very small and growing rapidly," said Tad Smith, president of local media at Cablevision.

 

And then there's Simulmedia, a TV ad network that does show-level targeting based on audience data. The company reaches 116 million homes, up from 15 million two years ago. "We now out-reach any of the three biggest networks, broadcast and cable, on any given day or week," said CEO Dave Morgan.

 

Targeting technology can boost TV's appeal, especially among smaller advertisers with limited budgets. Auto-parts manufacturer K&N, for example, recently returned to TV advertising after a years-long hiatus. Through Simulmedia, K&N placed spots not only on shows similar to "Top Gear" and Nascar broadcasts, which would seem intuitive for its target audience -- males 25 and older who perform their own auto service. But based on Simulmedia's data, it ran commercials during syndicated episodes of "Buffy the Vampire Slayer" and a 4 a.m. airing of "The Rachel Maddow Show."

 

A world where TV ads are bought and sold through ad exchanges and demand-side platforms seems far away. Many large advertisers will continue to prefer buying in big chunks to reach mass audiences. But what's happening today might be laying a foundation for a future with more options.

 

Seth Haberman, the CEO of Visible World, a tech company that works with Cablevision and others to develop these capabilities, said advertisers are already dedicating percentages of their budgets to buys with advanced targeting. He says it's not a question of "if" but "how much" and "how fast." "There's no going back," he said.

(S)elect your advertising decisions now!
 
 
If you are a Chicago or Illinois based company and are looking to market your company in the 1st Quarter of 2014, you should have all of your advertising scheduled by now. 
 
The danger of waiting too long? There are (2) challenges. The political window in Illinois is from January 31, 2014 - March 18, 2014. This means that local politicians who are running for a position can buy advertising at the lowest average unit rate. The result?  Many media companies sell out a big chunk of their inventory. The inventory that they do have usually comes at a premium. 
 
Key races in 2014 include all the US House of Representatives for Illinois and Indiana, Senator Dick Durbin is up for re-election in 2014, Governor of Illinois, Lieutenant Governor, All Statewide offices (i.e. Secretary of State, Attorney General, Treasurer, etc.), all of the Illinois State House of Representatives, approx. 1/3 of the Illinois Senate and county wide races. 
 
As if that's not enough, the 2014 Olympics will take place in Sochi, Russia from February 7th-23rd. Major, national advertisers will also be snatching up advertising inventory during this period to promote their association with the Winter Games.

Instagram hopes to "snap" up advertisers!

 

Instagram is showing off its new sponsored look. Facebook's photo-sharing network, which was bought last year for $1 billion, will start providing some returns after announcing ads were coming.

 

Instagram, in a recent blog post, revealed what ads will look like on the platform. It turns out, they look like any other Instagram photo with a "sponsored" tag and the ability to like and comment.

 

The first one users will see is actually from Instagram, just to ease users into the experience.

 

"If you're in the United States, you'll see the sample ad above sometime in the coming week," Instagram said. "This is a one-time ad from the Instagram team that's meant to give you a sense for the look and feel of the ads you will see."

 

Instagram also posted a sample Levi's ad in an "about ads" section on its website. There is a button that allows users to hide ads to "provide feedback about less interesting ads," according to Instagram.

 

Sponsored videos also are on the way.

 

The early ad launch partners include adidas, Ben & Jerry's, Burberry, General Electric, Levi's, Lexus, Macy's, Michael Kors, PayPal and Starwood.

 

Coach Jon Gruden makes the right call and donates $5,000 to Lane Tech Football Program!

 

 

Lane Technical College Prep High School's football program has won a $5,000 prize from ESPN Monday Night Football analyst Jon Gruden and restaurant chain Hooters of America LLC after winning a video submission contest.

 

The school's football team sent in a video to Hooters "Gruden Giveaway Video Upload Contest" explaining why the restaurant is their favorite place to watch games and why their high school booster club deserves to win a $5,000 grant and free wings for a year.

 

Mr. Gruden, who won a Super Bowl in 2003 as the head coach of the Tampa Bay Buccaneers, and who endorses Hooters, is the founder of the Fired Football which donates to high school football programs nationwide. Lane Tech was one of two winning schools nationwide in the contest. 

Tweet of the Month
MarketingKeys Roger Keys

Many clients come to us because they are unsure of whether or not they really received a good deal on their media buy. We are here to help!
 
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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