Sticky Advertising
Annette McMichael | Green Media Service

"What Sticks"
What Sticks, written by Rex Briggs and Greg Stuart, is essential reading for anyone involved in marketing and advertising. What Sticks uncovers insights from the largest global marketing research project ever undertaken. Then, the authors apply this information to a variety of processes that will help you improve the results you get from your marketing budget. They'll even help you create a marketing budget. I'm covering different ground with Sticky Advertising. But, What Sticks has been my inspiration.

Is the TV sky falling?
It's been three years or so since the cover of Business Week proclaimed the end of the mass market, which meant bidding adieu to the 30-second TV spot. And, guess what? The 30-second TV spot is still the best way to reach consumers. The bad news for TV advertisers is that DVD usage is now at 21%. That will keep rising. And, alternate delivery (getting your TV programs via an Internet download), will explode soon. But, for the near future TV is still the best advertising game in town.

The difference is that Reach & Frequency is being replaced by Recall & Involvement. Focus more on creating commercials that consumers will remember, as well as developing a reason for them to access your website. And, for heaven sakes negotiate rates.

Advertising to squirrels
We have several walnut and hickory nut trees within our fenced-in yard. And, our two dogs spend a good part of each day on squirrel patrol. We don't have to advertise the nuts to these squirrels. They just know they're there, and that many nuts stay on the ground through the winter. The squirrels play a continuous game of squirrel vs. dog to get to those nuts. So, if I were in the nut business, I'd never advertise to squirrels. But, I'd develop a squirrel-flavored, nut-based dog treat and expand my customer base. The point is you have to look at your product from every angle. What else can you sell and to whom? Or, should you just fine-tune what you're doing?

The Pick and Shovel Business
"When everyone is looking for gold, it's a good time to be in the pick and shovel business." - Mark Twain

A friend spent many years helping market Hart, Shaffner & Marx-the suit people. Even when casual Fridays became the norm they just kept promoting their suit line. Casual Fridays were the death knell of the suit business. It didn't take long for casual offices to emerge. Yep, some careers still demand a suit and tie. But, most people seldom wear a suit 5 days a week anymore. And, Hart, Shaffner & Marx should have seen that coming. What business are you in? Is it time to update or change your product line? What do the experts predict for your product? Take time to look at the big picture.

Websites are Crucial

U.S Online ad spending was expected to reach $16.4 billion for 2006 (final figures are not available, yet). That's a whopping 30.8% gain over 2005's $12.5 billion figures, according to eMarketer estimates. How does that impact your business? You may not have a product that you want to sell online. But, do you have a product that someone else is heavily marketing or selling online? Do you lose customers and potential customers to that online advertiser?

Retail shopping and one-on-one personal service will never disappear. Some people like to shop at local stores. And, they like to talk face-to-face with their insurance agent. But, the fact that $16.4 billion was spent in online advertising during 2006 most likely has an effect on your business. You need a strong Internet presence even if you're bricks & mortar and not selling on line. Your website address should be part of all your marketing messages. And, your site must be full of good info and easy to navigate.

Americans are incredibly inpatient. Someone once said that the shortest period of time in America is the time between when the light turns green and when you hear the first horn honk. And, they're just as impatient surfing as driving. Look at your site objectively. Need changes? It's worth the investment.

Microsites
"A New Day is Dawning-on Fewer than Expected." - Don Henley

There are many ways to take advantage of the Internet. Streaming video via a microsite can be a key element in your marketing campaign. A microsite is an online destination, separate from an organization's main Web site. It has a distinct URL and delivers focused, relevant content about a specific product or service. A microsite can serve as the destination for a marketing campaign, including all online efforts as well as traditional media like TV, radio, print, outdoor & direct mail.

For example, a billboard can invite consumers to visit www.whatever.com to win a prize, see a funny video, get good info about a pertinent topic, etc. You ask site visitors to sign up for something, file those e-mail addresses, and presto, you have an e-mail list that you can use to promote your product.

A couple of examples of good microsites are Miller's www.manlaws.com & Norelco's www.ShaveEverywhere.com

YouTube and similar sites can also drive business. With an investment of $50 for supplies, two Blendtec executives have created and posted more than 25 videos on YouTube showing the company's blender grinding up everything from false teeth to marbles. www.youtube.com/profile?user=Blendtec

Hammering away at advertising
"When the only tool you own is a hammer, every problem begins to resemble a nail." -Abraham Maslow

Do you find that you spend more money on advertising each year to get the same ROI? Do you use the same advertising vehicles--the same TV networks, radio stations, newspapers, etc.? Think of that repetitiveness as a hammer and the nail is the problem of generating revenue. What would happen if you used different types of media (pliers and a screwdriver)? Same results? Better? Worse? Is it worth a try?

It's been my experience that business owners who are willing to experiment with a portion of their advertising budget end up improving their bottom line. They may also find out what doesn't work in the process. And, that's a useful tool, too.

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Interested in developing some new approaches to advertising, but don't have the time, energy or marketing knowledge to follow through? Maybe you want to stick with traditional media, but need a new approach? Not only does Green Media Service have years of experience in media buying, we partner with extremely talented graphic designers, videographers, and web-based advertising experts to generate good results for our clients.