Traditional Sample-Based Research Won’t Solve Outdoor’s Ratings Problem.
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Wednesday, August 31, 2011
Friday, August 26, 2011
Seven Papers The Current State of Media Planning
1. THE IVORY-BILLED NIT PICKER
Better Sight a Media Researcher Before They Go Extinct.
2. A NEW RATINGS MODEL
For Better TV Data, Add to Nielsen. Don’t Try to Replace Them.
3. THE BROKEN COVENANT
If Commercial Avoidance Destroys TV, Mass Marketing May Go With It.
4. THE LAW IS AN ASS, BUT FLOWERS MIGHT HELP
5. THE EGOISTS
Why Don’t Media Respect Advertising?
6. REACH TRUMPS FREQUENCY
How Radio Can Build Business in A PPM World.
7. THE UNINVITED
Commercial Avoidance and the Media
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Better Sight a Media Researcher Before They Go Extinct.
2. A NEW RATINGS MODEL
For Better TV Data, Add to Nielsen. Don’t Try to Replace Them.
3. THE BROKEN COVENANT
If Commercial Avoidance Destroys TV, Mass Marketing May Go With It.
4. THE LAW IS AN ASS, BUT FLOWERS MIGHT HELP
5. THE EGOISTS
Why Don’t Media Respect Advertising?
6. REACH TRUMPS FREQUENCY
How Radio Can Build Business in A PPM World.
7. THE UNINVITED
Commercial Avoidance and the Media
Download
Friday, August 12, 2011
Thursday, August 11, 2011
West Midlands Hub of Museums
Museums needn’t be the worthy preserve of the middle classes. It is possible to attract a wider market. It doesn’t rely on changing the product or investing in bigbudget campaigning. The solution relies simply on dissolving resistance to the unknown and the uncomfortable: a big step forward in the field of arts marketing.
The resultant increase in visitor figures achieved by our new client hints at a trend that could revolutionise the relationship between the general public and its local and national institutions. Ultimately, we would venture that the initial success of this fully integrated pilot campaign could provide a template whose broader application could deliver a profound impact on the attitude of future generations to accessing their history and culture.
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The resultant increase in visitor figures achieved by our new client hints at a trend that could revolutionise the relationship between the general public and its local and national institutions. Ultimately, we would venture that the initial success of this fully integrated pilot campaign could provide a template whose broader application could deliver a profound impact on the attitude of future generations to accessing their history and culture.
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UniBond Sealant Range
In 2002 UniBond was the biggest brand in sealants, with a 40% share of the £45m market. It had a product portfolio of 43 SKUs, covering every task, formula, colour and price the consumer could desire. UniBond had distribution in all the major DIY multiples, which accounted for 80% of sales.
In 2002 there was no reason to change; it would have been easy for Henkel to sit back and enjoy its success. Fortunately, resting on laurels means nothing to this company.
This is the story of how Henkel’s determination to grow uncovered a consumer insight and revealed just how much improvement there could be. This led to a complete overhaul of product, packaging, category management and advertising. Not just for UniBond, but for competitors too.
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In 2002 there was no reason to change; it would have been easy for Henkel to sit back and enjoy its success. Fortunately, resting on laurels means nothing to this company.
This is the story of how Henkel’s determination to grow uncovered a consumer insight and revealed just how much improvement there could be. This led to a complete overhaul of product, packaging, category management and advertising. Not just for UniBond, but for competitors too.
Download
Silentnight – My First Bed
This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to stimulate sales through
‘pester power’. Ads in TV and cinema got kids excited in the product, while ads in magazines like Practical Parenting reassured their mums about quality. An interactive web site allowed parents and kids to explore the product together, and thus converted interest into sales.
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‘pester power’. Ads in TV and cinema got kids excited in the product, while ads in magazines like Practical Parenting reassured their mums about quality. An interactive web site allowed parents and kids to explore the product together, and thus converted interest into sales.
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ScottishPower
Building a brand in the energy sector is not an easy business. Gas and electricity are true commodities, and people aren’t very interested in them, except when they go wrong. People only tend to switch suppliers when someone knocks on the door and offers them a cheap deal.
ScottishPower, traditionally a regional supplier north of the border, faced a strong national competitor, British Gas, and was losing customers. To ensure the future of the company, customer losses needed to be reversed, and customer numbers built up to the point where economies of scale allowed the company to
compete efficiently.
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ScottishPower, traditionally a regional supplier north of the border, faced a strong national competitor, British Gas, and was losing customers. To ensure the future of the company, customer losses needed to be reversed, and customer numbers built up to the point where economies of scale allowed the company to
compete efficiently.
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Noise Awareness
In this case, the job for advertising was relatively simple: to make people in Northern Ireland aware that help exists for victims of noise, and to tell them exactly who to contact.
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Fox’s Rocky
In October 2003, Fox’s launched a new campaign intended to increase sales among young children. The new ads featured Rocky, an animated rap artist who would make the brand cool among young kids, without alienating their Mums.
The results show all the signs of effective fmcg advertising. Brand awareness increased, as did propensity to buy, and hence penetration. Market share increased, and the decline in sales was reversed, even though the rest of the market continued to suffer.
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The results show all the signs of effective fmcg advertising. Brand awareness increased, as did propensity to buy, and hence penetration. Market share increased, and the decline in sales was reversed, even though the rest of the market continued to suffer.
Download
First Choice
This paper is designed to show how broadcast sponsorship can be genuinely taken through the line and onto the high street in a manner that is preached, but seldom practised, leading to a significant raising of the bar both in terms of recognition and appreciation for the sponsor and a quantifiable commercial benefit.
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