Top Klog of the Week- 5/29

Local mobile marketing can be tricky- a while back, I worked on a client who was testing the concept out. Unfortunately, it failed, partially due to a lack luster offer.

Our Top Klog idea this week features a restaurant chain in Central Florida who did a stellar job of combining a traditional outlet (radio) with the non-traditional route of mobile marketing.

The Taco Maker is a popular fast food chain based in Puerto Rico, but didn't have as much brand recognition when they launched in Florida. Their agency, BxP Marketing, set out to create some buzz and drive sales when they created a new mascot- Juan Maker.

Juan Maker was a gruff character with a thick accent and zingy personality who make radio appearances with local DJs around the area. These appearances turned into a series of 60 second spots, which ran for 6 weeks and offered a free one-pound Maker burrito to customers who sent in a variety of text messages.

The texts were then tracked back to station, time of day, and even DJ, allowing them to do a high-level analysis of the results. Over 5,000 texts were received, converting to 2,500 free burritos, and a sales increase of 21%.

Just another example of how successful campaigns can be built on a blend of traditional and non-traditional ideas.

Big or Small- DVRs are Game Changing

I was a hold out. When DVRs first came on the scene, I refused to get one. Mostly because I didn't want TV to rule my existence. When I found out DVRs actually give you freedom, I broke down and got one. A few weeks ago, we became a two DVR household. That's right....two. As I am typing this now, I am tucked away in my own little space, watching my trashy reality TV that is too awful for our "main" DVR.

I write this because this week there has been a lot of research released regarding DVRs and the time shifting phenomenon. In five years, Interpublic Group of Co.'s Magna forecasts DVR usage will grow more than 70%, to 51.1 million U.S. TV homes. Tivo also just released a study stating that the majority of time shifting is occurring around the "Family Hour", or 7pm-8pm CST.

Creatives all over are starting to realize their campaigns need to take this trend into account. One second spots were all the buzz during the Super Bowl. I didn't actually see them- I guess I blinked.

But, locally, advertisers are getting creative as well. Fifteen second ads- bookended for example- are getting to be common place.

But because these are more and more common, creative is going to have to continue to evolve. Creative that delivers a message, even while fast forwarding, for example, should be something everyone considers.

I don't know about anyone else, but I watch more TV than ever. And, outside of news or sports, most of my viewing is time-shifted. But interesting creative still stands out. You can call me the Nannerpus, Nannerpus......

Top Klog of the Week- 4/10

Aerial advertising is nothing new, but using bubbles to create logos in the sky certainly is. Flogos, which can best be described as foamy clouds that have been formed into logos/letters/graphics, have used a technology originally created for NASA to take aerial advertising to a new level.

Flogos can last for about 30 minutes and travel as high as 20,000 feet. They can also be tinted, so image appears in a solid color, rather than just the standard white foam.

Not all logos are good candidates to become a Flogo, depending on the extent of curves the image has. But, Nike, Nintendo, and McDonald's have all utilized the technology thus far.

Interested? Well, the company that developed the Flogo has offices around the world, but they currently receive about 28,000 inquiries a week. So, be prepare to get in line for this unique medium.

For a look at this technology, as used by Nintendo- click here.

Top Klog of the Week- 4/3

I am one of those people who constantly has a notebook nearby, because if I don't write down a thought or idea, my world moves so fast that it slips right by.

My favorite idea this week takes that concept and translates it into an ad campaign. New York's School of Visual Arts distributed various items with the "lined paper look" to diners, bars, delis, and other public places around the area. Some of the items were napkins, tray liners, and yes, even toilet paper.

Frank Anselmo, creative director at New York's KNARF and also the instructor of a course at the school titled "Unconventional Advertising," came up with the idea when the school asked him to create a campaign to promote the school. He wanted to stress that the most important thing is the process- or the thinking. So, they went with the slogan "Think: The School of Visual Arts."

Simple, but engaging, this campaign drove home a simple idea that everyone can relate to.

Twitterfied

It seems like the Twitterverse is blowing up- I can barely turn on the TV without the site being mentioned on the Today Show, CNN, Colbert Report, you name it. In Kansas City, it is no different. Many of the local news stations are doing informational segments, and you can find at least one seminar covering Twitter every week.

But, regardless of the buzz, what does Twitter mean to local businesses? I have attended many of these local sessions, because even though I Twitter, I want to hear from all perspectives. I have heard from older women who "don't get it" to young ad professionals who rely on Twitter as their main method of communication.

Turns out, there are a lot of opportunities out there for local businesses and non-profit organizations. But, don't start bombarding your audience with sales and specials. Instead, provide them with unique content that is relevant to your brand, and you will start to gain their trust as an expert- not as someone just out to make a buck.

Right now, it is mostly national companies seeing success, but that means the local market still has a lot of growth potential.

In the end- it goes back to one solid advertising principle- know your audience. For example, many are surprised to find the average age of Twitter is 37, not younger as some expected. And, with all the coverage Twitter is getting nationally, this demographic will continue to change.

Like other forms of social media, Twitter has some basic principles that help aid success. Do a little on-line research before you start out, including monitoring the Twitterverse.

Good luck!

(you can find Cindy at www.twitter.com/auggy)

Top Klog of the Week- 3/27

A few months ago, we wrote about Original Juan, a specialty foods store here in Kansas City.

This week's idea reminds us a little bit of that brand, and this execution was ingenious. Le Cactus, a wings restaurant in Quebec, was looking for a way to promote it's Hot Wing Mondays. They were working on a tight budget (who isn't these days!) and charged their agency Lg2 to come up with a creative way to market to young adults around Quebec.

The idea was a large sticker, of a man's face, mouth open, that was placed on the back of taxi minivans. When the brake lights come on, the man's mouth lights up in a "blaze." A sticker on the upper right corner of the window reads: "Monday hot wings. Le Cactus."

Simple, creative, and gets the message across.

Sign of the Good Times?

My youngest brother Jason is in retail, and he is always analyzing things. Yesterday he called to ask me if the declining advertising rates were a sign of the economy getting worse.

We talked a while about the auto industry and how in communities across the country, local dealers spend a lot of money in print and broadcast. And how even if this was the only industry hurting, their budget cuts alone would impact media locally and nationally.

Today, I started going through some e-newsletters, and I saw some glimmers of hope:
* Television and cable companies are starting to see auto dealers increase their spending again.
* E-commerce grew 2% in January and February.
* The media upfronts (where national advertisers/networks meet to discuss budget commitments) are looking good- and prices may be higher than anticipated, indicating more ad dollars coming down the pipeline.

What does this mean to you?

If you have been on the fence about making some advertising decisions, this may be the time to do it.

Prices are good, even great, right now. And, we know those who market in down times tend to come out stronger than those who didn't. Take a look at your marketing plan, and start executing your strategies while the getting is good!