On Wednesday during ADWKDC, headline speaker Liz Dolan, CMO, OWN: The Oprah Winfrey Network will address risk taking and how it is necessary to succeed.
Advertising can certainly be a risky business. Research can point us in the right direction, a focused strategy can guide the creative and media development and fantastic production and crafting can pull the message together, but sometimes it is still a risk.
Is the message too in your face? Will the audience get it or care? Do we really have the best product or service and can it live up to our message?
There are a lot of risky campaigns. Some take a risk in media placement, some take a risk with a daring message, and some are taking a risk during this recession by keeping their message out there. Not that advertising in a recession is necessarily a risk, we have lots of research that points to it being a very wise time to advertise. But defending that spend in the C-Suite can be a risky situation to put yourself in as the CMO or marketing team member. Asking for that budget, when funds are tight, is risky.
But as Liz will point out in her remarks, sometime you gotta take it.
Wednesday, August 26, 2009
Monday, August 17, 2009
Mobile Moves Forward with Digital Out-of-Home
During a Wednesday morning ADWKDC session, The Cold Hard Facts of Mobile, we will examine the world of mobile and instant consumer access that the PDA and internet ready mobile devices have enabled.
In a recent article, Ad Week columnist Katy Bachman reports on mobile teaming up with out-of-home digital video networks.
Through this teaming, advertisers are working to catch the consumer when they are most receptive to messaging, i.e. all the time. Think about it-—are you ever caught en route to a store without your cell?
With mobile and out-of-home working together, marketers can make the impression, engage the consumer and establish a relationship by gathering their contact information on the spot. Mining that data later, the advertiser can communicate with this consumer over and over again and essentially create loyalty marketing at the time of the initial impression and sometimes very close to the point of purchase.
On the corporate side of things, the mobile campaigns are reassuring as they are inherently measurable—isn’t everyone looking for killer ROI? Bachman notes that the mobile campaigns tend to produce the highest rates of return—because we’re constantly connected to our mobile devices, redemption of offers is easier.
Still, what challenges hold us back using this method? What types of content do consumers care about receiving 24-7 or find necessary to receive consistent updates on through their mobile devices?
Mark your calendar to join us on Wednesday for our mobile session, where we will uncover examples of where and when mobile marketing delivered the most ‘bang for the buck,’ and how to effectively integrate mobile into existing campaigns.
In a recent article, Ad Week columnist Katy Bachman reports on mobile teaming up with out-of-home digital video networks.
Through this teaming, advertisers are working to catch the consumer when they are most receptive to messaging, i.e. all the time. Think about it-—are you ever caught en route to a store without your cell?
With mobile and out-of-home working together, marketers can make the impression, engage the consumer and establish a relationship by gathering their contact information on the spot. Mining that data later, the advertiser can communicate with this consumer over and over again and essentially create loyalty marketing at the time of the initial impression and sometimes very close to the point of purchase.
On the corporate side of things, the mobile campaigns are reassuring as they are inherently measurable—isn’t everyone looking for killer ROI? Bachman notes that the mobile campaigns tend to produce the highest rates of return—because we’re constantly connected to our mobile devices, redemption of offers is easier.
Still, what challenges hold us back using this method? What types of content do consumers care about receiving 24-7 or find necessary to receive consistent updates on through their mobile devices?
Mark your calendar to join us on Wednesday for our mobile session, where we will uncover examples of where and when mobile marketing delivered the most ‘bang for the buck,’ and how to effectively integrate mobile into existing campaigns.
Thursday, August 6, 2009
Advice for our ADprentice Competitors
Tuesday’s final session will be the 2nd Annual ADprentice: a Media Pitch-Off Competition. As with last year’s successful ADprentice, we will invite area media professionals to pitch media plans in front of our live audience as well as the named client. Instrumental in the success of the event last year was host Stuart Elliott. Thus, with the return of the event, we’re thrilled to welcome back Elliott who has been the Advertising Colunmist for The New York Times since 1991.
In a recent interview with Elliott, Web Coordinator and Reporter for PRWeek, Alexandra Bruell discussed the “evolving role of PR in the marketing industry and a shift in the Times' criteria for covering a campaign.” The discussion revolved around the changing face of PR, the fact that viral and social marketing are thriving, and the notion that nontraditional ads can come out on top, just as was marked by the Cannes winners. According to Elliott, with the adoption of new marketing tactics, more economically efficient campaigns truly can be winners by having the smartest most innovative solutions. What makes campaigns interesting, coverage worthy, and successful, says Elliott, is that they embrace trends that are “now,” not that they necessarily take big budgets to produce.
So take a cue from Elliott’s ideas and observations, and recognize that more bucks might not equal the most bang. The winning campaign doesn’t have to break the budget in order to make the most unique impact. Creativity and messaging can take many forms. Perhaps that is a good strategy for the teams participating in our 2nd Annual ADprentice competition. Take it to heart and maybe we’ll still be discussing your innovative campaign well after Advertising Week DC 2009 has ended.
Journalist Q&A: Stuart Elliott, 'The New York Times' - PRWeek US
PS: Trouble getting this link to connect? Search Google for "Alexandra Bruell interviews Stuart Elliott"
In a recent interview with Elliott, Web Coordinator and Reporter for PRWeek, Alexandra Bruell discussed the “evolving role of PR in the marketing industry and a shift in the Times' criteria for covering a campaign.” The discussion revolved around the changing face of PR, the fact that viral and social marketing are thriving, and the notion that nontraditional ads can come out on top, just as was marked by the Cannes winners. According to Elliott, with the adoption of new marketing tactics, more economically efficient campaigns truly can be winners by having the smartest most innovative solutions. What makes campaigns interesting, coverage worthy, and successful, says Elliott, is that they embrace trends that are “now,” not that they necessarily take big budgets to produce.
So take a cue from Elliott’s ideas and observations, and recognize that more bucks might not equal the most bang. The winning campaign doesn’t have to break the budget in order to make the most unique impact. Creativity and messaging can take many forms. Perhaps that is a good strategy for the teams participating in our 2nd Annual ADprentice competition. Take it to heart and maybe we’ll still be discussing your innovative campaign well after Advertising Week DC 2009 has ended.
Journalist Q&A: Stuart Elliott, 'The New York Times' - PRWeek US
PS: Trouble getting this link to connect? Search Google for "Alexandra Bruell interviews Stuart Elliott"
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