Media Bites-August 26 2010

I was just asked this week if I was considering purchasing and IPad. You see, I like to consider myself a 'first adopter'-someone that goes out and gets the latest and the greatest technology gadget to make my business and personal life faster and more productive. Apple came out with the Iphone-I was at the AT&T store signing up. Needed a new laptop-headed right to the Apple store and picked up my new titanium alloy MacBook. IPad is launched and I just cannot bring myself to spend the money on another device. It sure look sexy and fun to be able to zip through newsprint, buy books to read, watch movies ( and soon television shows as well) and at 1.5 pounds and thin its lightweight enough to carry anywhere. And with literally thousands of apps to download, I should be salivating over the prospect of owning one.( http://www.apple.com/ipad/) But its almost as if I want to love something and I just can't. Its not you IPad, its me. I'm happy with my Iphone and MacBook for now. But lets talk again in six months, maybe I'll feel differently then.

Showing the LOVE for Your Ad Here + Media Man

'Michael is my go-to guy for media knowledge. His enthusiasm is infectious and knowledge of the industry is mind blowing. I have had the pleasure of knowing and working with Michael on a number of projects and highly recommend his services to anyone.' Melissa Ward, Internet Marketing and Social Media Exert, NewWard Development LLC.

'A true creative thinker..I had the pleasure of working with his group on interactive emerging media technologies when everyone else was still learning about the products. I have the highest regard for his approach and look forward to working with the Media Man in the future.' Sarah Thomas, Interactive Director WRGB TV

So in my free time when I'm not working media and advertising, I just finished a quick read by Massey & Van Wormer "Your Ad Here"...a MUST HAVE for any small business owner...its a fantastic, short, sweet How-To guide. LOVED IT!! Available on www.bn.com and www.amazon.com. Angela McFarland, small business owner, Publisher

"I am a seasoned marketer, well versed in most ad media. Your Ad Here gave me real insight into maximizing my ad budget. It totally explained on line media and even areas of broadcast I was unaware of. This book is a must for new advertisers and experienced professionals alike. I recommend it for anyone who advertises in any media. David Weinstein, Marketing Director

“I am a small business owner and realized I needed to start somewhere. After the first few pages, I was able to grasp the concept that even I needed to market my products and services. In just the few chapters that followed I had a better idea of who my target audience was and by which advertising means to pursue to get the biggest bang for my advertising dollar. Your Ad Here is now dog-eared and highlighted throughout, as I refer to it often. What is unique about this book is that is has become an invaluable reference. This book has helped me understand from start to finish how to promote my business.' Pattie Rackvica, Owner Dragonfly Beads, Founder and Director of a Non-Profit

Media Bites-August 18 2010

Broadcast TV is not the playground for the young and hip anymore. According to a recent survey by Steve Sternberg for Baseline Inc, the average viewing age continues to grow. Starting with the Tiffany network (CBS) where the median viewer is now 55; ABC hovers at 51 and NBC is at 49.

Are there older viewers out there that spend money and respond to advertising messages-of course. In fact, the Census Bureau reports that the median age in the US is 38, up from 33 in 1990. However, who is more likely to purchase or adopt a new product-a 60yr old woman watching 'Dancing with The Stars' (BTW-that is the average age of that show) or a 26yr old guy watching '1000 Ways to Die'? I'm going to go with the 26yr old guy-unless I'm selling long term care insurance or an RV.

I guess this all might stem from some challenges I faced early on in my media career while working as an account executive at a rock radio station ( playlist included Alice in Chains, Soundgarden, Blind Mellon and Metallica) where the focus was 18-34 yr old males. I remember a fast food client that shall remain nameless could not see the value in using a station that had true fans and spoke directly to an audience that consumed their product on a regular basis.

If broadcast nets are going to survive in this competitive environment, then they should work on decreasing the average viewing age. As Sternberg points out: 'There's no law that says they can't get any younger.'

Media Bites-August 9 2010

Green green all around (should you care?)

According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing is composed of a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. What has become increasingly difficult in the last few years is defining the term and marketing products correctly.

Environmental Leader writes that the green market outperformed the economy as a whole, growing more than 6% in 2008, followed by flat growth in 2009. The report also finds that the market took a hit from tighter consumer budgets due to the recession and trading down from high-end green brands. The market grew about 41% from 2004 to 2009,

What does this mean to a small business that is considering tapping into this growing market?

Marketing products by focusing on their “green” benefits can be a sound business strategy but often the most obvious benefits aren’t the ones that motivate potential customers.

Ask yourself the following questions before you dive in and start your company’s green campaign:

—What are the benefits to my target market and how can I emphasize them?
—How will these translate to short term and long term cost savings for customers?
—How can your business promote green benefits in an organic non-threatening format?
—What other benefits can your customer gain from using your products?

—How will your audience evaluate your product or service’s green attributes against your competition?

—Do they media properties under consideration have a policy in place to reduce their carbon footprint?

—How will we measure return on investment?

“By carefully highlighting your products’ green benefits and tailoring your messages to focus on the benefits most relevant to the target market, it is possible to overcome objections to the increased up-front costs of, and resistance to, adoption of new and greener technologies”, writes Bob Lipp, president of Marcomm Group.

Promoting products based on their green advantages is becoming much easier as consumers and companies show their support for environmentally safe products. According to a recent survey from market research firm Mintel; over 35% of US consumers noted that they would pay more for ‘green friendly’ products.

Although research is beginning to surface that notes Americans are willing to pay more for ‘green products’, it’s certainly not a guarantee when consumers are scrutinizing every expense. However, with careful planning and marketing investment, your business could have an added revenue stream that will deliver in any economic environment.

(source: Wikipedia.org, mediaplannerbuyer.com)

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