Advertising

How non-profits can get media coverage for their events

April 18, 2012

I was recently asked how a non profit can get one of one of their local TV stations to run PSAs to promote a fundraising event.

Here’s what I replied:

Most TV stations (and many radio stations as well) DO NOT donate a ton of time to run local PSAs because:

• Although they are bound by law to run a certain number of PSAs, they are not bound to produce any (which is also what the charity wants them to do for them)
• Very few local charities can afford (or bother) to produce a radio or TV PSA
• If a local charity does produce a radio or TV PSA — they do it on the cheap and it looks it, so the stations don’t want to run it because honestly — they’re can be pretty awful
• Every radio and TV station gets a ton of professionally produced PSAs, far beyond what they have to run
• Another downside of running one local charity’s PSA — everyone else demands equal treatment and they simply don’t have the capacity to do it for everyone

So…first things first — local charities need to abandon the PSA idea. The likelihood that they would be successful is not very good and they’d have to put some serious money into the production of a spot to get the media’s attention and even at that — there’s no guarantee.

So — what can they do?

There are several ways to increase the likelihood that the media will provide some exposure for a non-profit event. But NONE of these come with a guarantee. And all of these might get you news exposure. Most likely, none of them will get you ad time.

• Get one of the on air talent to participate in the event – hopefully you’ll get news exposure
• Schedule the event during a slow news time (10 am on weekdays) and (Sunday early afternoons for the weekends)
• Make it very visual, crazy or something people would love to witness (watching people play basketball is not such a thing. Watching people play basketball while riding donkeys — is.) and try to get news time — as opposed to advertising time
• Have someone from the station (reporter, sales person etc.) serve on the event committee (this takes time to cultivate….these people know why they’re being invited) and hope they can be helpful to at least get news coverage

And there are three ways to pretty much guarantee coverage/spots run:

• Partner with someone who advertises on the TV station and ask them to donate a portion of their buy to run spots for the event. Sometimes the station will (after they see their customer’s commitment to it) donate some extra spots.
• Get the TV station on board as your media sponsor. This is incredibly difficult — because everyone asks them. The event has to be truly unique, have a very wide appeal (like Jolly Holiday Lights) and be able to become an annual event of significant size (like the Duck Derby). Every TV station probably has a half dozen of these each. They can’t really take on more than that and give each event what it needs.  (disclosure: McLellan Marketing Group is very proud to have launched both of the mentioned events and negotiated their media partnerships)
• Get a sponsor to buy a certain amount of media time (radio or TV) and ask the station to match or at least provide some bonus spots. (easiest and most likely to happen)

I know it’s discouraging but keep in mind that the media does not exist to give away what they sell.

They’re all incredibly generous to the community — but most communities  simply have too many good causes and too many good charities. They simply can’t support them all.

(I know many of my readers serve on local boards and volunteer a lot of their time…so I hope this is helpful!)

Stock photo courtesy of BigStockPhoto.com

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How to use Facebook ads

October 12, 2011

 

Facebook advertising best practices

For many businesses, advertising on the social network Facebook has proven to be a very successful model.  Facebook’s model is to be pretty rigid in terms of what you can and can’t do on your ad.  They’re all the same size and shape.  The format for all ads is exactly the same.  There are specific character counts for both the headline and the body copy.

So you have to work pretty hard to capture someone’s attention, considering all the sameness. The ads are inexpensive but that doesn’t mean it’s easy to do them well.  If you’re going to invest the money, be sure you consider these suggestions.

Start with the end in mind: Like any marketing, you should set your goals up front.  How will you define and measure success?  Know what niche you’re targeting and what you want them to do.

Decide – click or view: You can pay for Facebook ads in one of two ways.  You can either pay for impressions or for clicks.  If you’re just looking for awareness, impressions may make more sense.  If you want to drive people to another website or a specific product’s landing page, then clicks will work better.  (Do the math to double check your choice)

Already be there: Ideally, you would couple your Facebook advertising with a robust Facebook fan page.  You should also change the standard URL that Facebook assigns your page to a custom URL.  You can do this for free once you have 25 likes for the page.

Visuals: Facebook allows you one photo per ad.  The maximum size your photo can be is 110 pixels wide by 80 pixels tall.  You’re much better off to pre-size your photo yourself, rather than have Facebook do it for you.

You want to have a picture that pops off the screen and that’s tough at 110 pixels.  Be sure you choose a photo that is dramatic and isn’t too busy.  You’ll get bonus views if your image is unusual, very local (if that’s your target)  or even something shocking or impossible.

Hit the target: One of the biggest benefits offered by Facebook ads is the ability to hyper target your ads.  You can target by geography (down to a specific city), by gender, age, education, and even marital status.  Beyond that, you can also target your ads by keywords.  You can be so specific that, for example, the only people who see your ads are married women who live in Colorado Springs, are between 25 and 33 and love both black and white photography, horses and iPads.

What this means is there is very little waste.  You can pinpoint exactly who matters. You can also narrow the field too much. Be sure to think through those decisions carefully.

Less is more: You only have 135 characters for your body copy so choose every word with great care.  Don’t waste any words on giving them contact information (they’re going to click on the ad if they want to reach you) or details that aren’t critical to getting them to take that next step and click.  Like in all advertising – asking a question can be a very compelling way to get someone’s attention.

Testing 1-2-3: One of the best things about Facebook ads are all the analytics they provide at no charge.  You can track and test your ads over and over again until you’ve reached the pinnacle of effectiveness.  Run multiple ads in a campaign and see how they perform against one another.  Watch for ads that start to slow down.  Change something simple like the headline or image to see if the ad’s activity picks back up.

Facebook ads can be a potent tool in your marketing arsenal so make the most of them by following these suggestions.

If you’ve used FB ads — what was your best secret?

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Mix your media for best results

October 3, 2011

This is not a new notion but when you’re buying/using media — use more than one vehicle and when possible, blend how the information is ingested.  In other words, I see/hear your TV spot (or YouTube video), so add in a print element or something online that I can read.  Access more of the audiences’ senses for more impact.

Having a media mix is very old school but it’s as relevant today as it was back in Ogilvy‘s day.  Add that age old wisdom to today’s new truth — 75% of Americans (and I find it hard to believe we’re the only ones) watch TV and surf the web at the same time.

All the more reason to have a media blend in play.

A new study by Nielsen reinforces this idea and reminds us that this impacts recall as well.  (link to Business Insider story) They found that advertising on multiple platforms substantially increases consumers’ ability to remember an ad campaign compared to when the ad is viewed on TV alone.

Nielsen findings support the idea of having a media blend or mix.

In a media lab study conducted by Nielsen, participants viewed related content across a TV, computer, smartphone and tablet. A 15-second video ad promoting a premium sports sedan was shown to different groups with some people seeing no ads, and others seeing the ad on different combinations of screens.

In the group that was exposed to TV ads alone, 50 percent of people correctly attributed the ad to the correct auto brand. For groups that saw the ad across all screens – TV, computer, smartphone and tablet – the ability to remember the brand jumped dramatically to nearly three-in-four (74%).

What does this mean for you and me?  It means we need to be smart about how we utilize media.  Follow these guidelines to take advantage of these insights:

Mix your media: Be sure you are cross promoting your message by having a URL in your print and broadcast ads.   Share your radio and TV spots on your website.  Use QR codes to drive your mobile audience to unique content designed for the mobile experience.

Use the strengths of each media/human sense to really drive your core messages.

Don’t think it’s all about the money: Keep in mind your Facebook fan page, your website/blog, Twitter, etc. as you build your media plan.  Work on placing trade pub stories (online or in print) and getting others to share your content.

In today’s world — keep in mind that isn’t just about paid media.  This is media you buy (advertising), own (your own sites) and earn (public relations) combined.

Deliver the same core messages on all media: Don’t get cute and have different messages for different media.  The execution may change — but your core message should be consistent across the board.

Remember, you are building impressions so stay 110% consistent.

Interesting isn’t it?  The more newness there is, the more the time tested foundational truths about advertising ring true.

How has all of this new media changed your philosophy?

 

 

 

 

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Mercedes uses visual storytelling

October 2, 2011

Mercedes Benz released this print ad series earlier this year and as it often goes, it is just starting to get some viral buzz.

It’s a great example of story telling and connecting with your customers.  It’s a visual version of the Mac versus PC TV spots that we all loved.

Interestingly, the copy on all three ads is the same.  I’m curious — what do you think of the series and what do you think they were trying to accomplish with the campaign?

I’m trying to decide…. are these ads more about Mercedes drivers or the brand?  What say you?

Mercedes Benz Left and Right Brain ad #1

Mercedes Benz Left and Right Brain ad #2

Mercedes Benz Left and Right Brain ad #3

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How to be creative on purpose

July 31, 2011

…Do you need to be creative on demand?

My job is to be creative on demand.

The demands come in all forms.  It might be a strategy session for a client’s marketing plan, writing a print ad that will generate action or keeping the content on my blog, newspaper column or enewsletter fresh and worthwhile.

I don’t have the luxury of waiting for a muse to strike.  I’m always on deadline for something.  Which is why I was eager to pick up Todd Henry’s The Accidental Creative* (click here to buy) and learn as he promises in his subtitle…how to be brilliant at a moment’s notice.

There’s this myth out there that suggests that creativity comes from total freedom.  Well, I don’t know about you but I don’t know any professional today who lives in a world of complete freedom.  Instead, we’re called upon to be creative within the many constraints of life, world and our own habits, fears and obligations.

Todd explains that we all need to adopt the goal of being prolific, brilliant, and healthy. He explains why you need all three succinctly:

• Prolific + Brilliant – Healthy = Burnout
• Brilliant + Healthy – Prolific = Unreliable
• Healthy + Prolific – Brilliant = Fired
• Prolific + Brilliant + Healthy = Producing great work consistently

According to Henry’s book (and my own life experiences) there exists a creative rhythm deep in the heart of every individual, that is, “independent of the pressures and expectations you face each day.”

Establishing this rhythm will unlock your creative potential, provide you with the stability and clarity to tackle challenges, create and let your best thinking flow.

Your creative rhythm is set by how you structure and manage five key elements, the acronym for which is “FRESH.”

1. Focus

Most waste comes not from not doing the right work, but from doing the right work inefficiently. Clarity around objectives, separating the urgent from the important, is the springboard to effective creativity.

2. Relationships

Engaging with others is a powerful source of creative inspiration. Intentionally forging the right relationships with others gets you focused outwardly and frees you up creatively.

3. Energy

Think energy management, not time management. According to Henry, “it does you no good to micromanage your time down to the last second if you don’t have the energy to remain fully engaged for that time…you need to establish practices around energy management.”

4. Stimuli

Like any process, the output of the creative process depends on the input. Consistent brilliance demands that you be purposeful about what you’re feeding your brain.

5. Hours

Time is the currency of productivity. You must ensure that the practices that make you a more effective creative are making in onto your calendar.

It’s dandy to discuss all of this in theory but Henry really won my confidence when he provided practical weekly, monthly, and quarterly checkpoints at the end of the book to help put the five elements into practice.

Here are a few other key takeaways from the book:

• How books should not be read as pure information but conversations like social media
• The concept of the “Big Three” to allow you to focus on your critical creative goals
• How to send messages to your brain to look for solutions

If you are involved in work that requires you to think and create for a living, The Accidental Creative will help you form and build your best ideas and manage the creative process and work that comes from it.

*Yup, it’s an Amazon Affiliate link.

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Beverage start up counts on QR codes

June 23, 2011

Will we start to see QR codes on pkg goods?

Starts ups are tough…especially consumer goods start ups.  In the crowded energy drink space, you have to be pretty innovative to push beyond getting someone’s attention and converting that to a purchase.

So HYDRIVE Energy, the maker of upstart HYDRIVE Enhanced Water Energy Drinks, decided to try something different.  On two of their products  – decaf and extra strength, they’ve added a QR code.

When scanned, the QR codes take consumers to a mobile site offering a constantly changing array of wacky fitness trivia, contests, free prizes and product information.

They worked with a group of digital marketing students at Harvard Business School to create a QR code strategy for the brand. One of the things that makes this campaign unique is that when you scan the code, you’re delivered to the site which delivers fresh and varied content each time.

By offering different content with each scan, they’ve replicated the “under-the-cap” promotional experience often used in traditional soft drink marketing but in a digital way.   According to HYDRIVE’s director of marketing, their goal is to create a more interactive and intimate relationship with our product.

The HYDRIVE QR site features four sections; a changing daily trivia fact or a free prize; a monthly sweepstakes; a link to product information; and a link to Facebook. The social media component is an important strategic initiative for HYDRIVE as they continue to build it out.

You can check it out by finding the nearest location to buy a HYDRIVE Energy here or just click here to go right to the site.

What do you think — good use of QR codes?

Related articles

• Creating smart QR Codes (mclellanmarketing.com)
• QR becomes currency in the Netherlands (arhg.net)
• Dynamic Uses for Quick Response Codes (davidkorpel.wordpress.com)
• Tips on Using QR Codes for Your Small Business (postnetlakemill.wordpress.com)

Note:  The folks at HYDRIVE sent me a couple bottles so I could try the QR codes.

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Your brand’s foundation

June 18, 2011

 

How are you building your foundation?

A brand, much like someone’s personality, isn’t something you concoct or fabricate.  You can’t put it on and take it off at will.  It’s not window dressing, but instead it comes from within your company, the culture, the people, the vision and of course…the marketplace in which it exists.

 

You can, of course, amplify your brand by doing the right things with intention and frequency.  But…the foundation is already set.

In fact…you build your foundation with every choice you make as an organization and as the individuals who work for that organization.  David Ogilvy once said “every advertisement is part of the long-term investment in the personality of the brand.”  In today’s digital world where everything is archived by Google — it goes far beyond that.

Long before you are consciously on the radar screen of your target audience…you are creating your brand’s foundation with every:

• Tweet
• Facebook update
• Snarly employee wearing one of your logo’d shirts in a bar
• Branded truck driving carelessly
• Sponsorship of an event
• Comment left on someone else’s blog, FB, etc.
• Advertising/Marketing offers

Think of each action as a log or brick.  Without meaning to — you are stacking each of those choices/actions together to create my first impression of you.  The foundation upon which I will decide if I want to keep interacting.

And by the way — your absence is as noticeable as your presence.  Those choices should be made as carefully as deciding where you do want to be seen.

Here’s my question.  How intentional are you being about your brand’s foundation?  Are you building it with a vision and purpose or is it just happening haphazardly?

 

Hat tip to Derrick Daye for reminding me of this Ogilvy quote.

 

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Recognize yourself in this video?

May 19, 2011

If so, shame on you!  Whether you’re the client or the agency guy — you know better.

While this is obviously over the top, I think we all know that it hits a little close to home.  The work and the audience deserves better.  (Email subscribers – click here to view video.)

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Free mortgage… if you turn your house into a billboard

May 13, 2011

Thought this will amuse you on this Friday the 13th.  And for some of you, it might be a great solution to paying down that mortgage.

Want someone to pay your mortgage?  No problem.  Just let Adzookie give your home a paint job.  Adzookie says it will pay the house owner’s mortgage every month for as long as the home stays painted.

Adzookie publicly  launched the offer on its website Tuesday — and by late afternoon, the company had already received more than 1,000 applications, according to Adzookie CEO Romeo Mendoza.

Adzookie intends to paint its logo and social media icons onto participating homes. Houses must remain painted for at least three months, and the agreement may be extended up to one year.

Painting is expected to begin in a few weeks. The above photo, which is included on the program’s site, is a digital mockup. (No actual homes have yet been painted.)

The home billboard scheme could raise the company’s profile — but don’t expect too many homes to score the subsidized deal. Mendoza’s budget for the entire program is $100,000, and he expects to spend about $8,000 per house on the painting alone.

At the end of the agreement, Adzookie will paint the house back to its original colors. Leases and rentals aren’t allowed, nor are homes in cities with bylaws that would prohibit the bright painting.

This is an extension of the barn painting we midwesterners see as we traverse the countryside.

So… would you consider it?

 

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Get snipped so you can watch the big game?

February 28, 2011

Is this a mad advertising idea?

I’m all for being fresh and innovative in your creative approach.  And when you sell something like vasectomies, you are no doubt even more challenged.

So I’m intrigued to get your opinion about a local clinic’s latest advertising message.

Here in Iowa, the Iowa Clinics is, according to their own website, “the largest physician owned multi-specialty group in Central Iowa with more than 140 physicians and healthcare providers practicing in 37 specialties. The Iowa Clinic serves a population area of 1.1 million, averaging 400,000 patient visits each year.”

So a large practice with many top rated physicians.  They’re regular advertisers and like many healthcare providers, their marketing tends to be about what you’d expect.  But not their most recent TV spots.

To paraphrase their entire spot — when you get a vasectomy, you have to take a few days off, sit on the couch and recuperate.  So why not time your vasectomy so you can enjoy March Madness?

What do you think?  Good idea?  Will it move people from the thinking about it stage to taking action?  Bad idea?  Is it tacky to tie a medical procedure to watching a sporting event?

I can’t wait to get your take — so please jump into the conversation in the comments section.

Note:  As I discovered, this is clearly not a new approach.  Here are some other articles about the combining of the two:

• NPR story
• A vasectomy, frozen peas, The NCAA tournament and You
• Vasectomy and March Madness?

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