Share Your Photos from the ADDY® Awards Competition!!!!!!

A picture is worth a thousand words (so they say)…..

You show me yours and I’ll show you mine….

Share your ADDY® Awards Competition photos at the AdclubCincy Flickr Group by clicking here.

How to share your photos?

  1. Create a Flickr account.  It is free and you can use your yahoo login.
  2. Upload your photos to Flickr.
  3. Go to the AdclubCincy Flickr Group by clicking here.
  4. Click add to the pool and drag and drop your photos into “the pool”.
  5. Alternately, if you have lots of photos you can open this group in organizr and add many photos at once.
  6. That is it!!!!!  Your photos will be in the group for everyone to see.

Whether you have photos to share or want to find a snapshot of yourself, checkout the Flickr group.

Leave a comment if you have any problems/questions.

– Krista Neher , Marketess Consulting

Are you READY?? ADDY® Awards Competition is more than an awards show. You might score.

The Cincinnati ADDY® Awards Competition is coming up on Saturday, February 7th, at Paul Brown Stadium @7pm and YOU should be there.  To help convince you, I’ll answer a few commonly asked questions.

Q: I’m not in the adclub, can I still go? Yes. You can register here.

Q: I don’t work in advertising, but I heard that ad people like to party, can I still go? Yes. You can register here.

Q: Aren’t awards shows boring? Generally yes.  But the Cincinnati ADDY’s are more than just an awards show. After the awards there will be games (cornhole, video games, carnival games, etc), food and alcohol to keep you entertained.  Think of it more as a party.

Q: What if I’m not expecting to win anything? Good news. You can still score.  The ADDY’s will feature games, drinks, music and prizes (for the games).  So, even if you aren’t there for the awards you can still score.  What more could you ask for?

Q: I watch MadMen and love it. Will you have people from the show there? No, but their modern day equivalents in Cincinnati will be there.  These include but are not limited to Judy Thompson a modern day Peggy Olson and Todd Jessee the modern Don Draper.   Also, you may be able to drink Manhattans and OldTimers.  So register here.

Q: I’m not sure if I’ll know a lot of people.  Will I feel like a loser? We can’t control how you will feel, but we are friendly people, and generally don’t bite.  This is a great event to come out and meet people in the industry and possibly make some new friends.  If nothing else I’ll be your friend (look for the girl taking pictures).

Seriously, the ADDY’s are the premier event in Cincinnati where we will recognize some of the most talented people in the ad industry.  But more than that, it is a great party with great people.

I spoke with Todd Jessee the organizer of the ADDY® Awards Competition.  The vision is for the ADDY’s to be more than a stuffy, boring awards show.  With what he has planned it promises to be anything but boring.

Come out and Score at the ADDY® Awards Competition.


– Krista Neher

Marketess Consulting

Brands are People Too – Injecting Personality into Campaigns

benjamin-palmer-the-barbarian-group

Benjamin Palmer, Co-Founder and CEO of The Barbarian Group gave a killer keynote that highlighted some of the most successful campaigns that his team has put out as well as their scalable creative process.

Be Your Audience – Milwaukee’s Best Light

The Milwaukee’s Best Light campaign was a wonderful blend of hystericalness (yes, I know that isn’t a word) and effectiveness.

About the Campaign:

Terms of Service (usually boring) are in a video read by a dude who is clearly in their target.

“Act Like a Man” game – You have to look at your buddy’s sisters boobs without getting caught. The game was so popular that is was reposted (illegally and the lawyers freaked out) on over 15,000 sites (this was a key learning – the content needs to be shareable).

The Beer Cannon – Seemed particularly appropriate for this audience (they probably like to blow stuff up) you watch a homemade cannon launch different objects (like beer cans, potatoes, etc) at various other targets (a TV, a can of mayo, etc).

Why it Worked?

It represents the character of the brand.

It talks to consumers on their level. The brand is “one of them”.

Not afraid to be offensive – took a risk.

Subservient Chicken

Check it out at www.subservientchicken.com – an online campaign that was a viral hit for Burger King.

About the Campaign:

You type in a command for the chicken (dance, die, throw something, etc) and a man dresses in a chicken costume will do it.

Tied in to the “have it your way” theme of BK marketing

Try it. Seriously.

Why it worked:

Was simple and low budget

Probably wouldn’t have been approved by the client if it had to go through typical approval processes (it was created under the radar).

On equity and inline with current campaign theme.

You control the brand – gave control to the consumers.

Kashi Healthy Lifestyles

The Kashi campaign was not an immediate viral success like BK and Milwaukee’s Best Light – the site and community grew steadily overtime to create what is now one of Kellogg’s most successful sites.

About the Campaign:

A site created around the concept of healthy living.

You can sign up and compete in challenges – Like AA the community aspect increases the chances of success.

Why it Worked?

Look for things related to the brand that people are passionate about and build a campaign around those things.

Focus on relevant information or the community aspect – not necessarily the brand.

Don’t expect overnight success – social media is about building relationships not about launching a one-shot campaign

Think 5 years out – you have to cultivate the community – “What am I going to do that people can depend on”

Give away free cookies. People like cookies.

The Creative Process

Benjamin spoke a little bit about the creative process that The Barbarian Group uses. As his company has grown to 3 offices in 3 different cities the ability to collaborate has become more important than ever. What is unique about this creative process is that it leverages online and social networking as the starting point in campaign creation.

Creative process

Put the brief online and about 50% of company can comment and share ideas.

Team is selected based on interest online in the idea and who shows enthusiasm and ideation around the content.

Internally use social media to harness the ideas of the whole company

Don’t have to be geographically collocated to share ideas

Beyond the Banner: Online Advertising – Panel Discussion

This panel was primarily made up of publishers (not marketers/advertisers) who (I assume) are struggling to make revenue on their online properties as traditional print readership declines.  In the keynote we heard that more and more consumers (especially younger ones) are increasingly getting their news online.  Additionally consumer sites like blogs and other user generated content are increasingly competing with traditional media for attention.  In order for traditional publications to survive they need to find ways to monetize their online content.

This panel included:

Doug Spak, VP Connection Planning, Northlich

Chris Strong, Territory Online Sales Manager, Cincinnati.com

Tim Glover: Digital Media Manager, Empower Media Marketing

Jim Getgey, Regional Sales Director, Digital Platforms, Hearst-Argyle Television Stations

Rob McCracken, General Sales Manager New Media, Bonneville Cincinnati

Engagement = relevance – that is what we (publishers) need to do a better job at. How do you engage people by giving relevant ads? To do this we need to learn more about our consumers and what they are doing.

What do you have to do to ad value to your website beyond just a website for a radio station? For example a radio station can’t “outdo” the local news channels. What they can do is create sites that are “hyper local” and provide something above and beyond what the other sites are doing.

Relevance is KEY

Banners need to be relevant. One of the issues/barriers to this is the difficulty in purchasing across multiple sites; we heard at the keynote yesterday about quality issues with ad networks. How does the industry need to evolve to create a system for media buyers where they can purchase more relevant ads in a scalable way?

  • Gannett is streamlining sites with a standard platform
  • Bonneville pays people with “points” for them to provide information – consumers specifically answer questions about what they are interested in so that the ads can be better targeted.
  • Online you are speaking with 1 person and “hypothetically” can change the message for each person (ie. with targeting etc)
  • Where does the message go – targeting options are greatly improved.
  • Reach the target – contextual or content focuses on impact moments. When the consumer is more likely to be interested in your brand. Sweepstakes you can go to a network and blanket people. For specific objectives you need to make buys that are more relevant when consumers are looking for that specific content.

Revenue Generation

How can websites generate revenue beyond just banner ads?

  • There are many local banner campaigns that still work, but in order to continue to be relevant and provide ROI more is needed.
  • Some news sites are doing advertorial videos right now – they shoot and script them for the clients. By focusing on content and providing information vs. simply advertising these can provide real value.
  • Gannett is launching a local music site for local bands to upload music and compete. Creating niche sites like this can provide unique value to advertisers.
  • “The demise of the banner is greatly exaggerated” – Rob McCracken. Banner ads are going to be here, and if they are relevant they will continue to be successful.

– Krista Neher

You Don’t get what you Pay For, You get what you Measure; Measuring Online Campaigns

jim-priceA power-panel from Empower Media Marketing presented about best practices in measuring online campaigns. The panel included:

Jim Price, VP Media Innovation

Mike Adams, Director of Digital Media

Tim Glover, Digital Media Manager

Michael Lamontagne, Digital Analytics and Search Strategist

Before You Start

The internet presents a plethora of ways to measure campaigns. One key thing to think about prior to selecting your measures is What are your objectives? Marketers often get caught up in some of the rich metrics that the web provides, but the real questions to ask are:

1. What are the marketing objectives of the campaign? and

2. What best measures those objectives?

For example, a branding campaign may not best be measured by clicks and a social media influencer campaign may not best be measured by number of impressions. Different measures are appropriate for different campaign objectives, and understanding the objectives is the starting point.

Gain alignment and approval on the metrics. Push to get the data that you need to measure success.  Three key takeaways:

empower-slide

Optimization

The internet is a more agile advertising format; campaigns can be changed relatively easily versus traditional media and measurement data is often more robust and comes in quicker. When running online campaigns you need to check data and adjust regularly. In traditional media there is typically little room for trial and error. Online campaigns should use a “shotgun” approach and rely on trial and error to improve over time.

Run multivariant testing to assess what is most effective. Do more of what works and less of what doesn’t. Test items such as:

A/B Splits

Test campaigns

Multiple creative or call to action

There is a “growing chasm between traditional agency approach and newer more fluid approach.”

The Challenge of Social Media

Social media is quickly becoming a new hotspot in online marketing, especially in measurement as it is one of the more difficult mediums to measure.

Online discussion is rampant. Do you know:

What online consumers are saying about you?

Where online consumers are talking?

How online consumer discussion affects you?

How to respond?

The Solution – Chatterwatch

Empower talked about a proprietary tool they created called chatterwatch. Chatterwatch allows them to see what people are talking about and propose actions. The idea is not just to watch social media but to develop actionable strategies. For example, if the same question is asked again and again on social media a company could run a search campaign around that question to get involved in the conversation upfront.

Jim Price, VP Media Innovation also talked about the need to bring social media campaigns back to strategy. “Everyone wants to start a facebook page”, and while there is no doubt in Facebook’s popularity, it may not necessarily be the right medium for your marketing objectives.

Bringing it all Together

The reality is that when measuring campaigns a holistic approach must be used to assess the impact of both online and offline mediums and how they interact with each other and generate synergies. Measurements need to be integrated.

The panel provided meaningful insights on measurement but left me wondering, if you aren’t a client of Empower and don’t have tools like Chatterwatch to measure your social media effectiveness, what do you use?

– Krista Neher

Cincinnati Bell – Monetizing Digital Platforms

Brian Suerring from Cincinnati Bell showcased Cincinnati Bell’s digital strategy.

Regional telecoms, like other “dinosaur” or “traditional” businesses are clearly struggling to embrace the new realities of the shift towards digital. Brian asked how many people had a landline and about 5 hands went up (of about 25 people in the room). He then asked how many people have used a phone book (like the giant one that is delivered to your door) in the past year and even fewer hands were raised. Clearly, the traditional business model of Cincinnati Bell is changing.

Monetizing Zoomtown – Why the heck do people keep it as their homepage?

Cincinnati Bell’s internet business is called zoomtown, and when you first sign up, it will automatically set zoomtown.com as your homepage. Apparently, many people never change it (they have no idea why) and it gets about 10 million page views/month (the quality of these views is another discussion. Soooo…. Since people are going there, we should monetize it!!! Cincinnati Bell initially went with an outsourced model and made about a $0.25CMP. They switched to a hybrid insourced model and are now making between $1 and $17 CMP. Not sure how that compares to the increased costs and complexities of incourcing, but Brian seemed to think of it as a positive.

Advertising on Your Phone

Seriously. This is a real product that Cincinnati Bell currently has in Beta called xipto.

How does it work?

When someone calls your phone they listen to an audio ad before the call connects and the phone owner gets about $0.05 per ad listened to. So I call you… instead of ring, ring I get an ad “Company X has great widgets, you should really try them”. Then the call connects. You earned about $0.05 depending on the ad. You can select the advertisers on your phone, so you have complete control. You can also donate your balance to charity (they anticipate that an average person will make around $4 or $5 per month).

Results to date?

Brian said that his fiancé hates calling him and doesn’t want to listen to it, but apparently in the beta test with Cincinnati Bell staff about 10% of the people using it like it. In terms of advertisers, apparently they like that the impressions are measurable, but no research has been done on the quality of the impressions.

Coupons on Your Phone – CellFire

The other service that Cincinnati Bell is offering to help bolster their revenues with innovative advertising products is CellFire, a service that sends coupons directly to your mobile phone. With this service you’ll get the coupons directly on your phone and show them or have them scanned by the cashier when you pay. This application seems like a no-brainer, and can really create efficiencies in the coupon industry.


What do You Think?

Do you have zoomtown as your homepage? If so why? Would you try Xipto? What do you think about it as both a user or as an advertiser? How about CellFire? Would you prefer digital coupons?

Krista Neher

Marketing with Meaning: The Future of Digital Depends on Adding Value to Customers’ Lives

Ad real value with your marketing was the theme of this session by Bob Gilbreath, CMO at Bridge Worldwide. This presentation was full of smart stuff – I’ve done my best to capture and share it with you below. This is only the tip of the iceberg – Bob has a book coming out called Meanit!, which based on the presentation is sure to be worth a read. You can also follow him on twitter @mktgwithmeaning

People are inundated with ads and have a lesser propensity to tolerate them than before.

Internet TV

Watching DVD series

ITunes

Madden 08 is going up (gaming) and watching live TV sports is going down

Technology is giving consumers control to skip ads:

DVR

BitTorrents/Illegal Downloads

FireFox Ad:blocker

Popup Blockers

Banner Blindness

“Going digital” is not the answer

Myspace, facebook – are not profitable

No good business models

Government is cracking down on targeting tools

In general, CEOs are often dissatisfied with their marketing; the average tenure of a CMO is only 2 years, and the average tenure of an ad agency is 4 years.

New Concept

Bob presented a new model for marketing, especially for digital where marketers can connect with and interact with consumers on a much deeper level. Marketing with meaning is about marketing that people choose to engage with; marketing that improves peoples’ lives. Yup that’s right. The marketing improves their lives, not just the product. This is a fairly consistent theme from the non-conference; I think that Bob did the best job of really building a framework around what this actually means.

The new model is based on Maslows Heirarchy of needs – move up from needs to self-actualization in the hierarchy of meaningful marketing.

Base – Solution

Information, relevant, help save $$ or time, give rewards

Samsung proves charger stations at airports – offers a service with branding.

Middle – Connection

Entertaining, social

Workinglunch

o Insight: about 60% of people eat lunch at their desks

o Healthy Choice created an online TV show that is a mix of the office and whose line is it anyways. You can see the characters in a live show where the audience decides what happens next (for Healthy Choice).

o I watched it – it was funny but also extremely annoying at the same time. Being able to vote made it more entertaining.

Customization and engagement – customize Pringles, Jones soda labels, M&Ms

Top – Achievement

Actual value-ad achievement where people feel good about themselves

Kraft cooking school – actual solution where people feel good about themselves for learning how to cook.

Healthy Choice – Opportunity to actually make healthy life – meal planner, questionnaire that assesses and rates your health choices across a # of areas. Helps people make changes to improve their lives.

Expectations are Rising Across Brands

Consumers are demanding more from their brands, and the demands are coming from other industries.

Example – The Pizza Tracker. People expect to have their packages tracked (from UPS or FedEx). Now they want their Pizza tracked – Dominos pizza launched a Pizza tracker (hysterical). It worked because:

o People are addicted to information.

o Dominos saw savings in fewer phone calls regarding the status of orders.

o Hit their millionth user in 2 months with no advertising.

Example – Updates. On social networking sites like Facebook and Myspace users get updates to their mobile phones. Now airlines are giving updates to mobile phones.

o Builds positive equity as customers are notified immediately of changes.

Find out who is setting the bar in a space. It is not good enough to be best in class within industry. Look outside the industry for best-in-class examples to build off of.

What do YOU think?

Is this new model of engaging consumers on a more meaningful level the way of the future? How can brands better meet rising demands of consumers? Do you have any examples of brands who are doing this well?

Krista Neher