How to maximize ROI in advertising to Hispanics
Hispanics are the fastest growing population in the United States. With ever increasing purchasing power and economic influence, Hispanics have grabbed marketers’ attention. Brands are shifting into a “total market” strategy, recognizing Hispanics’ integral role in brand strategy and marketing communication planning. While everyone can agree that a focus on Hispanics is well-placed, understanding the best way for a brand to approach...
Will Olympic Advertisers Ski Home with the Gold?
We know that only about one in five advertisers accomplish brand objectives on the basis of a Super Bowl media buy. But what about an Olympics ad buy? Are the former Super Bowl advertisers who opted out of the Big Game to invest in the Olympics facing better odds? The smart money answer is yes. While buying on the Olympics is no more a guarantee of success than the Super Bowl is a guarantee of failure, an investment in the Olympics is...
Understanding and Addressing Churn in Your Customer Base
The loyal customer is the Holy Grail for brands. This loyal base is relentlessly pursued, tracked, and analyzed. However, many brands often miss an important underlying dynamic that can provide significant insights…
Easier Said Than Done: Real-time Marketing
Real-time marketing is all the rage, and definitely can produce a positive impact on brands. Advertising Age addresses the phenomenon this week, defining the marketing strategy as “one of the most powerful methods of story telling for brands.” That can certainly be true – if brands are sharing the right story. We shared our insights on the social media content marketing trend and agree that it can be great when done correctly but it...
How Social Media Can Eat Brand Value – and Profits
The long-term health of brands is in decline. Over the past decade, fewer consumers recognize meaningful differences between brands. Both the rise in generics from recession-squeezed budgets and the easy access of social media have contributed to a reduction in perceived brand differentiation that will accelerate dramatically in the coming years.
Line Extension Advertising: What Works, What Doesn’t, and How to Win
Launching any new product is a challenge, but the dynamics of introducing a line extension to a well-established brand are even more complex. What consumers take away from line extension advertising is colored by what they already know about the base brand, which can cause both miscommunications about the line extension and a potential deterioration of base brand values…