Marketing Keys' President speaks at KU!
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Roger Keys, President/Founder of Marketing Keys, graduated from the University of Kansas with a degree in Journalism in 1987. Almost 30 years later, KU's William Allen White School of Journalism invited Roger to come back to speak to Journalism students about his career, his company and the advertising and marketing industry.
"It felt so surreal being back on campus," Keys said. "There is such an incredible vibe on this beautiful campus. It is a feeling that has never left."
Keys also met with Journalism students in an informal networking session and gave the students tips on what they need to do to more easily obtain a position in the highly competitive marketing and advertising industry.
"It is so important for students now a days to have practical experience in the field that they want to get into, " Keys said. "If they can't get an internship in their field, then they need to get experience working on campus at the Student Run newspaper and other areas like that. You need to strengthen your resume as much as possible to get noticed." |
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STREET SMART
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You may have noticed our clients' campaigns driving or walking around town.
The Chicago Wolves
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An Educated First Look!
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Latin School of Chicago is hosting an Open House for grades 5-12 on Sunday October 26th.
Attend either the 11am or 12:30pm program that allows you the opportunity to sample courses, engage Latin alumni, students and parents and get a feel for who they are as a community.
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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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Welcome to the October issue of Key Notes - Marketing Keys' monthly newsletter. As the leaves continue to fall, we hope you are enjoying this stretch of beautiful Fall weather. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently.
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"Howling" at the thought of turning 21!
Turning 21 is an exciting time that consist of unwarranted debauchery and sacred coming of age rituals.
For The Chicago Wolves, who's 21st year begins this Saturday at 7pm at All-State Arena, we can have similar expectations.
The season kicks off with some familiar faces. Former Blackhawks Brent Sopel, Steve McCarthy, Colin Fraser and Sheldon Brookbank were added to the roster to provide veteran leadership.
Top Wolves goal scorer, Ty Rattie, returns to the lineup, as he was one of the last players to be cut from the parent NHL team. Fifteen players who suited up for The Wolves last season are returning to the squad: eight forwards, five defensemen and two goaltenders.
Come out and join The Chicago Wolves this Saturday as they open the season with a weekend doubleheader against the Charlotte Checkers. Chicago has faced off 16 time overall - posting a 10-5-1-0 mark against the Checkers.
The celebration will begin with a free tailgate on Saturday from 2-6pm before puck drop at 7:05pm.
Games will also be telecast live on the U-TOO or WCIU. Log in to chicagowolves.com for the broadcast schedule or to listen or watch the action live online.
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Goodbye CPM and CPC. Hello CPH (Cost Per Hour)!
Perhaps, we spotted this trend long ago but never really came to terms with time being obsolete in a world of ratings. Well the time has come.
It was in March of last year that Jon Slade, commercial director of digital advertising and insight at the Financial Times, presented the idea to the paper's Asia sales staff. The London based paper will begin to present ad rates based on time rather than impressions, charging some advertisers by the number of hours their ads appear in front of targeted groups of readers. This new measurement - Cost Per Hour or CPH - destroys our decade old media-pricing model that values volume above all else and challenges the status quo.
The internet is flooded with page views. In August, roughly 3.5 trillion web page web pages were loaded on computers world wide according to ComScore measurements. Advertising on the intranet reached $43 billion dollars last year and about 70% of the money filtered to the top 10 ad selling companies such as Google, Yahoo & Facebook.
Many smaller advertisers have been hurt by mobile, where the rates are significantly less, as well as downward pricing pressure from increasingly automated ad sales.
The world of advertising is most definitely shifting. If consumers are spending time with messages, marketers would need to reassess budgets, creatives would need to take digital-display ads more seriously and media agencies would have to adjust to a new way of purchasing advertising.
You only have 24 hours a day - time seems to be the only constrained resource on the internet and this correlates to the goals of advertising. Anyone who captures most of it can charge more. Time could be the most valuable metric of the business according to some.
There is also the question of whether more time directly equates to more money. A 2012 study by Infolinks, which helps publishers and brands make their ads more noticeable, found that only 14% of respondents recalled the last display ad they saw and the company or product it promoted.
For the last 20 years, most digital advertising has been sold on a cost-per-thousand impression (CPM). This rewards the volume of visits. The more eyeballs - the more advertisers can charge. Publishers also bolster their CPMs based on viewer demographics and sometimes use additional metrics. Reader engagement is based on whether a person actually clicks on an ad- the clock-through rate (CTR). At 0.1%, the CTR for display ads is laughable low. Yet CTR continues to make an appearance in agency reports, despite efforts to kill the measure. Moving marketers away from outdated metrics will be a challenge.
A shift to attention metrics would change buying and creative methodology. Agencies would be more accountable than ever before to make sure a creative is compelling enough to elicit a connection with consumers. This paradigm shift would affect creative, media buying companies and advertisers alike. The shift is predicted to become tangible in the beginning of 2015 and continue to evolve in years to come.
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THE CMO's Guide to Evaluating TV
One of the biggest challenges that TV marketers face is measuring fragmented audiences that are very likely to watch TV on a delayed basis and on different mediums. Live television continues to decline - this influences marketing spend on TV and the approach in monetizing network content. Here are some key findings that are essential to know as the fall season kicks off.
1. Mobile Will Finally be Counted
Nielsen will now count mobile devices toward its total in audience ratings. Initially mobile ratings were not predicted to have a large impact - however, we see more and more people watching their favorite television show on their smartphone. "NBCs" Parks & Recreation sees 37% of its viewership from devices not previously measured. Initially, PC viewership will not be counted but Nielsen is working to include those as well in the future. The question remains, "Will this new shift help advertisers reach younger viewers?" This could change the game for advertisers.
2. VOD Finally Gets Its Moment
Nielsen made on demand commercial ratings (ODCR) available on Sept. 1. It is currently in test mode with clients. Advertisers can now purchase commercial time on this week's episode of any show and the ad will not only be inserted into the live viewing but also on any episodes viewed on VOD during the week.
3. The Death of Overnight Ratings
Overnight ratings are now obsolete as majority watch shows at their own convenience - after the show has already aired.
4. Networks Will Play Fortune Tellers
Broadcasters will give their own projections on viewing that takes place in the days following any programs live viewing. CBS is supplementing overnight ratings with predictions for 7 day ratings. ABC and NBC will forecast in both the 3 days and 7 days after an episode appears. Fox has already made these projections available since last season. These ratings do not include viewership of commercials.
5. Pay Attention to the Full Year
Traditionally the focus has been on the performance of broadcasters during the Sept - May season, when the networks air the bulk of their original programming. But now, broadcasters are putting emphasis on a 52-week business, airing more original, scripted series in the summer months. NBC has now released ratings for an entire 52-week season. These numbers do not sway the picture dramatically - even when taking into account the summer months, all four networks retain their rankings- perhaps in the near future we will see this change.
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Tis the season to generate sales!
E-commerce sales are set to increase 16.6% this year. That is up from $61 billion. Marketers everywhere are trying to make the best out of this holiday season. What is your marketing holiday strategy? Here are the five best practices to put to good use!
1. Make it personal, like OfficeMax
Perhaps you were a part of the holiday theme that went viral. OfficeMax's Elf yourself. Although the campaign launched nearly a decade ago, we can still learn a lot from its success. In its first season, the site generated 193 million visits. Elf Yourself now exists as an app turning quirky promotion into a revenue generator for the brand. If you give customers something shareable to take away after interacting with your brand, it will drive them back to you over and over again!
2. Use your human resources, like REI
If you don't have a million dollar marketing budget, this is where you need to start using your human capital. REI put its employees front and center with with its #giftpicks campaign, in which employees responded to customers tweets requesting gift ideas with custom video recomendations. Customers loved this personal touch which gave the brand an authentic voice. It is important to recognize that everyone is a content producer in this day and age. Sometimes resources can be easy to miss even when they are right in front of you!
3. Go mobile, like Macys
Last year, mobile devices represented 16 percent of e-commerce holiday sales overall according to eMarketer. Consumers' purchasing habits are more prevalent on tablets and mobile devices than ever before. Either they are commuting with a telephone in hand - or are in front of their Monday night show - with a tablet searching for gifts; they buying on mobile and tablet at exponential rates. A good idea would be to build excitement by doing countdowns, previews and exclusive content; then, let them purchase via whatever channel they want!
4. Make your customers lives easier, like HubSpot
Give your consumers a holiday gift. Last holiday, HubSpot gave clients and potential clients the gift of time. A free zip folder with 250 ready for Instagram holiday themed stock photos. These photos had a $1,500 value. But for marketers, HubSpot's hopes to engage from the photos are priceless. The campaign is still live today! What can you give to make your clients' lives easier? What work is your team already doing that could be shared with minimal added cost?
5. Don't shortchange email
Don't underestimate the power of email. Shopping at work accounted for nearly half of online shopping for Cyber Monday! Email is still great to engage consumers. Groupon and Gilt have preconditioned others to expect the best deals to come straight to their inbox! Target and Amazon are great at email marketing with their bright and short copy! Minimize the amount of clicks on the path to purchase and continue to use email marketing as part of your campaign.
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Football Ad prices continue to "hike"!
Live sports programming on TV continues to dominate viewership - which correlates to higher ad prices. Live sports is also DVR proof. Most watch sports "live" and don't DVR the games. When it comes to live sports, football is the main player.
If you don't want to drop $4 million-plus for a Super Bowl spot, but are still in a spending mood, Ad Age reports the most expensive advertising for regular season programming is $627, 300 on average for a :30 spot in Sunday Night Football on NBC.
Looking for a bargain? Thursday Night Football is 'on sale' for $483,333 on CBS while Monday night football on ESPN commands a bit over $400,000.
The magazine's annual survey reports The Big Bang Theory is the most expensive entertainment series on broadcast TV, averaging $344,827. The most expensive scripted series ,though, is on cable. AMC's The Walking Dead costs $400,000-plus for a :30.
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Tweet of the Month
| MarketingKeys Roger Keys - September 8th
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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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