MadAveGroup

  1. As in the recent past, there were certain commercials that aired during this year's Super Bowl that looked like they cost a lot more money to produce than others. They were the spots that featured several celebrities or many locations or loads of computer-generated effects.

    But I found those spots to be the least effective at communicating a memorable message. They came off as all flash and no substance. ("Look at how many famous faces we hired!") Or they were so quickly edited or crammed with visual elements that they were tough to follow.

    Naturally, during the biggest television event of the year, advertisers want their commercials to stand out even more than usual, but within the game environment, the glitzy spots seemed to cancel out each other.

    As a contrast, imagine a Super Bowl commercial featuring a stagnant shot of one person reading quirky copy against a white background. If well executed, the spot would pop against all the others if only for its simplicity and divergent tone.

    A Few Takeaways

    1) When producing your advertising and buying media, think context. Is the landscape you'll be participating in loud and fast-paced? If so, consider taking a soft and slow approach with your content.

    2) Spending lots of money on the creation of your advertising doesn't guarantee success. Good ideas well executed can trump a big production budget.

    3) Strive to deliver value to your audience. Don't leave them wondering, "what was the point of that commercial?" Make them happy they invested their time and attention in your message.

  2. My wife Amy and I were shopping for our first house in 1993.

    Our Realtor, Brian, walked us through a few homes during the first two weekends of our search. Then, on our third trip, he showed us six houses in just one afternoon.

    By that night, I couldn’t keep any of the homes straight.

    In my mind, I put the perfect kitchen from house number one next to the great room in house five. I moved the ugly fireplace from the brick two-story into the den of the sprawling ranch.

    During our tours, I had to take in a lot of information with very little context. I was seeing the homes and their features for the first time in relatively quick succession. And since I couldn’t keep them separated, I wasn’t able to make a confident buying decision.

    Brian called the next day.

    “I think you should see the fourth house again,” he said. “It has everything you’re looking for.”

    We agreed to another tour. But this time, we looked only at the fourth house.

    As we walked through that second time, everything came into focus. I was able to concentrate on the amenities and details. I could see the advantages of owning that home.

    I was also amazed at how I missed all those benefits during the first tour.

    We bought the house, started our family there and made it our home for nine years.

    The Advertising Equivalent

    Your potential customers live in a cluttered media marketplace. There’s a lot to see and hear, and there are countless others clamoring for their attention. It’s no wonder your message could get lost, forgotten or confused with that of other brands.

    So, do what Brian the Realtor eventually did: help your audience focus. Make it easier for them to see - and remember - you and your message.

    A few suggestions:

    Commit to your channels. For instance, don’t air radio spots for a week and then bolt. Stick with your chosen media at least long enough for the audience to think of you as THE provider of the product or service you offer.

    Limit your message in each channel to one key point. Make it easy for your prospective customers to associate your name with your primary product, service or benefit.

    Introduce other services slowly. Resist any urge to tell your audience about everything you sell right now. Wait until you own your keyword or phrase before giving your audience more to remember.

    Keep it simple. Whether you’re developing an online, outdoor or broadcast advertising campaign, don’t overwhelm your audience with content. Use simple language. Include plenty of white space in your visual ads to easily draw attention to your most important point. You might even consider adding silence or “a little room” between the audio elements of your radio, TV and video messages. That quick “break” may give your listeners the time they need to absorb your key points.

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  3. What will 2021 bring for marketers? How will channels and technology change? Could we see new concepts emerge or will we re-discover tried and true foundational ideas?

    I asked a few MadAveGroup staffers to look into the future and offer their thoughts.

    Gwen Brassell / Marketing Specialist
    I predict the rise of short-term content marketing. As Generation Z progresses into adulthood, marketers will need to adapt to that audience’s shorter attention spans. Platforms like Snapchat, TikTok and Instagram offer companies an opportunity to create that short-term content and engage those users.

    (Visit the MadAve Marketing Management website.) 

    The traditional ways of marketing are changing. Companies need to create unique experiences for their customers. Instead of placing a print media buy, consider investing in influencer marketing. If your Facebook post engagement has fallen flat, shift some funds toward creating powerful video marketing to tell your story. Whichever method you choose, I urge you to take creative risks to attract a new audience.

    Don Miller / Director of TouchStone Digital
    Once we emerge from the pandemic, the restaurant and entertainment industries will see a huge boost in traffic. People will be anxious to spend money in these sectors, but those businesses will still need to ramp up their marketing and creativity to stay competitive and stand out from the crowd.

    Also, I’d like to see smaller local businesses take advantage of the e-commerce economy, while still being hometown destinations that care about their customers and community and act accordingly.

    (Visit the new TouchStone Digital website.)

    Every local company should be using Google My Business (GMB) to make sure they’re put in front of customers when a need for their business arises. GMB helps a company show up in Google search engine results and populates Google Maps and other maps. That’s important because customers are usually ready to make a purchase or take some other action after that search.

    Lou Perlaky / Marketing Specialist
    I predict that in 2021 data and analysis will be more important than ever. Due to the pandemic and remaining uncertainty, many industries are dealing with a whole new world and they may still not be sure of how their customers will respond to the new rules, from reduced hours and customer capacity to smaller inventories and less foot traffic. In the past marketers have used historical data to predict future trends. Now that we’re all in new territory we need to use our data carefully to guide strategic decisions.

    It’s a good time to review your marketing, digital plan, web goals and strategies. If the pandemic affected your 2020 goals, do you need to reset your expectations for 2021? Are the goals you thought you’d have for this year still realistic and attainable or do you need to make adjustments?

    Ready for a conversation about your marketing in 2021 and beyond? Call us at 419/473-9000.

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  4. Over the last few weeks, I’ve somehow become addicted to the videos on Gordon Ramsay’s Kitchen Nightmares Facebook page. (Please don’t judge me. I feel greasy enough about this whole thing already.)

    One of the videos, though, reinforced a couple of business / marketing truths we’ve covered before in this blog.

    A restaurant owner featured on the show refused to believe that all of her customers didn’t love her food, despite the feedback Gordon was giving her.

    The cameras caught waitresses throwing away almost entire plates of food that customers sent back for various reasons. Yet even when confronted with that evidence, the owner vehemently denied there was a problem.

    The wait staff didn’t tell the owner about the returned food for one or both of these reasons:

    1) They didn't see it as a problem that customers left a lot of food on their plates.
    2) They were afraid to alert the owner because she would respond angrily.

    Reason 1: The Covid-19 pandemic has reminded all of us how valuable each customer is. Companies that encourage their employees to be proactive problem solvers are more likely to stay nimble, focused on improvement and committed to delivering positive experiences. So, set the expectation that each employee’s duty is to actively look for and acknowledge signs of trouble, whether your customers are leaving food on their plates, complaining online about your service or communicating their dissatisfaction at any other touchpoint.

    Reason 2: As I advised in our post “Are You Prepared for Failure?” always “encourage your employees to manage up. If they know of a problem anywhere in your organization - especially if it affects the customer experience - they should feel free to tell their supervisor. Develop a culture or a process that makes managing up easy and non-threatening. The information you get from the front lines will be invaluable.”

    As much as possible, take advantage of any pandemic-related downtime to better position your company for success following the return to our normal business environment.



  5. Marcia Yudkin is an author, speaker and marketing mentor who publishes a weekly email called The Marketing Minute. I've been a fan of Marcia's work for years, so I was excited when she reached out to ask about audio logos, one of the services we provide through BusinessVoice, our Caller Experience Marketing agency.

    An audio logo accompanies, supports or even stands in for a brand name. (Listen to samples.) Just like a visual logo, a slogan or a corporate color, an audio logo is an identifier that reinforces brand personality and strengthens recall.

    Here's Marcia's September 23, 2020 Marketing Minute:

    The pandemic seems to have accelerated the use of multimedia in marketing and business communication. So, I thought it would be a perfect time to interview Marketing Minute subscriber Scott Greggory about audio logos - snippets of music, voice or sound effects that identify and brand a company.

    "Just two or three seconds long, audio logos can be used anywhere sound can be played: in broadcast media, on websites, in on hold marketing or online videos, with apps or podcasts, audio books, e-learning and more," says Greggory, Chief Creative Officer of BusinessVoice.

    With repetition, customers associate them with the brand, "producing an almost Pavlovian response," he adds. "Think of the excitement you feel hearing the Netflix audio logo, knowing that your favorite show is about to begin."

    From the BusinessVoice Blog:

    * In the U.S., 75 percent of the top audio 20 logos feature a melody (something that can be sung, versus a tone, sound effect or spoken words).

    * Audio logos with a melody get better results than non-melody ones.

    * Audio logos incorporating the brand name spark five times more brand recall than those with just music or sounds.

     

    The Value of Audio Logos

    There's no doubt that sight influences most of our buying decisions, but the amount of visual information consumers are exposed to these days is overwhelming. It's impossible to process it all. That's why audible cues - like audio logos - stand out so well. And with enough repetition, an audio logo becomes inseparable from its brand.

    Audio is also enjoying a resurgence, thanks to smart phones, smart speakers and new applications, so audio logos are a logical next step for brands. Anyone who's heard the audio logos for Intel, Taco Bell or Netflix knows how sounds immediately bring those companies to mind. The brands are stronger because of those sounds.

    No one would argue against the need for a memorable logo or a consistent brand color. Those are powerful and valuable visual branding elements. By reinforcing brand qualities and strengthening recall, audio logos serve the same purpose for a different sense.

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