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Click the link above for our Google+ page and join our circle for important industry and company news.
Follow us on Instagram @marketingkeys to keep up with what exciting things are happening around our office and the city of Chicago.
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Have You Met Steph?
Meet Steph Dreyer, Marketing Keys' Project Coordinator!
Steph serves as a liaison between clients and media partners, making sure creative deadlines are met and media campaigns run smoothly. She also creates detailed campaign recaps for our clients.
The office has nicknamed her "Perma-Seal," as no project that Steph gets her hands on will fall through the cracks.
She is here to help you with any requests or questions you may have!
E: steph@marketingkeys.com
P: 312.291.4631
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| Adult Education! |  | |
Looking to expand your horizons and further your knowledge? The Newberry's Winter/Spring 2014 Adult Seminar registration is now open!
Early Registration (with discounted tuition) ends February 11th and the first classes will begin February 18th.
The Winter/Spring seminars run from mid-February through early May. Classes are offered once a week: during the day and evenings Tuesdays through Thursdays, and during the morning and afternoon on Saturdays.
Marketing Keys is promoting the Seminars for The Newberry through radio, print and mobile.
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Peyton isn't the only one wearing orange!
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Caution: Blondes Thinking. Hooters has opened a new location in Countryside, IL at 5925 S. LaGrange Road.
Check out some of the current promotions that are running at the Countryside Hooters (just in case you need to give your wife or girlfriend a reason):
New Craft Beers
Have you checked out our new craft beer line-up? Great brews like Two Brothers Domain Dupage French Style Ale, Sidekick Extra Pale Ale, Cane & Ebel Red Rye Ale; Stone Brewing Co IPA; Allagash White Ale; Lagunitas IPA, & A Little Sumpin' Ale are all available now!
Wednesday Wingsday
Guess what's back and better than ever? 10 delicious boneless wings in your favorite sauce with a side of your choice of Hooters' classic Curley (Q) Fries or our tasty lil' Tater Tots for, hold your applause until the end, please, the ridiculously great price of only $6.99 on Wednesdays!
Bunday Monday
The weekend isn't over. It just started. It's Bunday Monday at Hooters! Every Monday at Hooters, you can enjoy bodacious burger deals. These 6 burgers all come with your choice of a side of fries or tater tots.
Countryside Lunch Specials
Lunch specials, Monday-Friday from 11am-2pm, all for $5.99!
Marketing Keys will have Hooters involved in a March Madness Comcast cable sponsorship for the Chicago market.
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KEY REFERRAL!
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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. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. |
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Think your target is tough to reach?
Marketing Keys was presented with an obstacle.
A local healthcare company wanted to make qualified patients aware of a clinical research study for cognitive impairment associated with schizophrenia. You can imagine that targeting individuals that have this diagnosis can be quite challenging. Some of the symptoms of schizophrenia include hearing or seeing things that are not there (hallucinations) and problems paying attention. These traits are a marketer's nightmare.
Marketing Keys researched opportunities nationally and regionally in radio, online and other mediums. Then, through our research, we came across the perfect medium. SZ Magazine is a quarterly, national publication and is dedicated to providing inspiration, information and hope for those affected by schizophrenia. Bill MacPhee, the Founder/CEO of this publication, was diagnosed with schizophrenia at age 24. He has been publishing SZ Magazine for 18 years.
Marketing Keys negotiated an aggressive package that included a (2) page back cover ad in the Fall Issue of SZ Magazine. Furthermore, Marketing Keys negotiated to have SZ Founder and Publisher Bill MacPhee write personal letters to SZ subscribers whom resided in the US zip codes where the investigational drug study was taking place. The letter talked about the investigational drug study along with the site locations and urged individuals that qualified to call the study site near them.
The client was very pleased with the outcome and the plan is to have Marketing Keys help with similar projects in 2014. In this case, our focused efforts truly paid off.
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A kindler, gentler Super Bowl ad
 Advertisers played it safe in Super Bowl ads this year. There were no crude jokes. Sexual innuendo was kept to a minimum. Many advertisers took the safe route by showing patriotism and playing up their Americana roots. In past years, the shocking ads have not always been well received. Go Daddy.com's ad that featured a long, up-close kiss came in at the bottom of the most popular ads las year. So this year, advertisers went out of their way to be more family friendly with themes like socially conscious statements, patriotic messages and light humor. With a :30 spot costing around $4 million and about 110 million watching, it was crucial to make their investment count. Some of our favorites this year included Chrysler's two-minute ad starting Bob Dylan discussing the virtues of having cars built in Detroit, Volkswagon's 100,000 mile Wing campaign, Budweiser's Puppy Adoption spot w/ the Clydesdales and the humorous Dannon Oikos yogurt spot.
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You Tube:
This year's Super Bowl winner!
Before the big game even began...for Super Bowl advertisers the first quarter was already over. That's because increasingly the battle isn't for the game itself, but for the pre- and post-game views on the web, not to mention related spoils such as shares, tweets, likes and comments.
Google won't say how much revenue it earns connected to the Super Bowl, but it's safe to say every pre-released ad, teaser and video promo (about 55 this year) includes a YouTube ad budget.
In this battle for online supremacy, Google has found itself in an enviable position: For advertisers, winning the pre- and post- Super Bowl means paying to promote them on YouTube.
"It is a huge business-driver for us; the most meaningful in Q1," said Lucas Watson, VP of sales and marketing at YouTube.
For YouTube, this is essentially found money. Traditionally, Super Bowl advertisers carefully guarded their creative in hopes of creating a surprise during the Super Bowl. That all changed in 2011 when Volkswagen and Deutsch released "The Force" on the web before the game and racked up 10 million views before the teams took the field. (Volkswagen's entry this year has 3 million views so far.)
Paid Promotion
Today, competition for web views is fierce, and while great creative is a factor, who wins and loses depends largely on the size of the promotional budget behind the campaign. We know the average cost of 30 seconds in the 2014 Super Bowl is around $4 million, but Adam Komack, chief client officer of Mediacom tells clients prepare to spend $6 to $10 million, once they factor in promotional costs, to make sure the ad is seen before and after the game.
"They are paying us a lot of advertising money for people to discover these," Mr. Watson said. "Because YouTube is such an amplifier and extender of the Super Bowl, this has proven to be a nice element of our business model."
The competition for views isn't just about bragging rights; it's a way to both amortize the cost of impressions as well as an insurance policy. The game is a crowded affair with 50 to 60 spots debuting at once, so it's not easy to stand out. Add to that the possibility of a blowout (which occured this year) and/or the blackout in New Orleans last year, and the game itself is a risky place.
Insurance Policy
"We can't control the viewership and the exposure our ad will get during the Super Bowl, but we can control the views and exposure leading up to and afterwards," said Michael Neuwirth, senior director of public relations at Dannon, whose Oikos Greek yogurt brand was back in the game this year with an ad starring John Stamos and a "Full House" reunion.
Last year it's possible that more people saw Super Bowl ads outside the game than in. Nielsen said an average of 108.4 million people watched the 2013 Super Bowl in the U.S. Super Bowl ads were viewed 486.7 million times around the world on the web, according to Visible Measures. Those views are not unique and not comparable to viewers measured by Nielsen, but we're still talking about similar orders of magnitude.
The big early winner on the web appears to be Doritos, whose "Crash the Superbowl" user-generated ad contest has generated 14.1 million views so far, according to Visible Measures.
The negative? The buzz and excitement watching the commercials broadcast in the Super Bowl wasn't there this year. A big factor was the fact that many had already seen the commercials online prior to the Super Bowl.
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Smart phones "connect" with consumers!
For the first time ever, one billion smartphones have been shipped in one year - up 38.4% from the 725.3M shipped in 2012 - marking a huge milestone for mobile.
"It's hard to find any other industry growing at such dramatic increases - the fact that we are seeing this heavy growth shows there is still a huge demand for smartphones," said Ramon T. Llamas, research manager of mobile phones at IDC. "Only two years ago, we had half a billion units, so it's a testament to how popular smartphones are and how competitive the market is right now."
The top driving trends in smartphones are the growth of large screen size and cost.
"The 'phablet' market - smartphones with screens that are five inches in size of greater - is only going to get bigger," Llamas said.
At the end of the last year, about 18% of smartphones were 'phablets', up from 7% from the year before, and this year it could hit 25%. That reveals it's still a niche market - large screens are not for everyone - but there is clearly a market for these things."
Llamas said the smartphone industry will likely continue to grow in the next year, but will slow down in the years to follow. "Growth will plateau at some point. Probably not this year, but in the next five or six years," he said. "We've already reached saturation in the U.S., so there will be slower growth in the future."
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PICK 6:
ADVERTISING TRENDS FOR 2014
Here are 6 major trends that Econsultancy's chief executive, Ashley Friedlein, wants you to be aware of for 2014.
1. Real-time bidding trends
Investment in online display advertising showed strong growth in 2013. The levels of take up of real-time bidding and programmatic approaches, by both media owners and advertisers, have been strong. 62% of advertisers using RTB saw improved performance as a result. And on the publisher side, almost 60% plan to increase their involvement in private marketplaces and SSPs (supply side platforms) to gain more control over their inventory.
The demise of ad networks has long been predicted but not yet materialized. In 2014, I expect the use of RTB by advertisers and their agencies will continue to rise but the complexity of the SSP/DSP/exchanges ecosystem means there will continue to be a role for broader and niche ad networks albeit increasingly RTB-powered.
2. Native advertising trends (and new formats)
'Native' advertising, known by a number of other names including 'organic advertising' or, sometimes, 'sponsored content', was a big buzzword in 2013, and this looks set to continue in 2014. Native ads are in formats designed for a specific platform, which take advantage of the way in which people use that platform.
The growth in use of the Facebook Exchange (FBX) in 2013 has led to experimentation in the form of 'Sponsored Stories' and 'Suggested Posts', which relate to the user's interests and activities on the platform. Insurance company Standard Life experimented with native advertising on Facebook and reported a 100% increase in click through rate compared with standard targeted ads.
Brands expect to be spending 24 per cent of their budget on native ads within a year, according to a survey carried out by Hexagram. So 2014 will see continued experimentation by media owners, advertisers, and their agencies, alike.
3. Video advertising
Video was huge in 2013, especially for YouTube which, according to Nielsen, reaches more US adults aged 18-34 than any cable network. YouTube receives more than 1B unique visitors every month, to watch more than six billion hours of video.
4. Targeting
The vast amounts of data available to marketers are increasing the options available for targeting and re-targeting. Improved cleansing and segmentation of data, and increased targeting options from Facebook, LinkedIn and Twitter are allowing advertisers to target the user in intelligent ways, increasing click through rates and conversions.
In 2014, technologies will start to improve for matching up the consumer journey from online to offline, allowing advertisers to target consumers based on their high street purchasing behavior, as is currently being attempted by I-Behaviour and Exponential among others.
5. Localized and geo-targeting
Geographic personalization can allow advertisers to identify and serve personalized advertising relevant to the user's location. In the US, the mobile network xAd has begun to do this by letting advertisers re-target ads to people in the vicinity of a brand's billboard, via a partnership with Posterscope.Increasing smartphone use is again having a major impact on the potential of this technology. Through owned apps, businesses are able to collect a large amount of data on consumers, and in particular, their location using a smartphone's GPS.
6. Mobile advertising
60% of businesses are now implementing strategies for integrating mobile into their broader marketing campaigns. The past year also saw Google making mobile a priority in its Hummingbird update, which looked to accommodate the fact that more searches are being conducted, and more content consumed, on smartphones.
As 4G is rolled out across mobile networks, using mobiles for, and while, shopping is becoming an increasingly enjoyable experience. Research from eBay showed that purchases from the site were more likely to be made via a tablet than any other device. With more eyes than ever on mobile devices, the opportunities for advertising to this audience are ripe for exploitation.
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Tweet of the Month
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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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