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Marketing Maestros

Hispanic Agencies Leading Total Market Work

By Bill Duggan, Group EVP, ANA
Posted: Aug 29, 2014 11:00am ET

The “call for entries” just closed for the ANA Multicultural Excellence Awards. New this year is a category for “Total Market” (replacing the more generic “General Market” category).

Total Market is defined as: “A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communi­cations, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”

Interestingly, the number of submissions to the Total Market category was very robust – twenty-five (25) – double the number of entries that the General Market category received last year. So clients and agencies have clearly grasped the concept of Total Market.

Even more insightful is the fact that 60 percent of the submission in the Total Market category were from Hispanic agencies (using the Ad Age list of “50 largest U.S. Hispanic agencies” in their Hispanic Fact Pack 2014).  The fact that Hispanic agencies are taking the lead here should come as no surprise as AHAA (Association of Hispanic Advertising Agencies) has been an active proponent of Total Market work and education. AHAA helped lead a consortium of marketing trade associations (including ANA) and other industry leaders to define Total Market, per the above. This group has also offered guidance which outlines what Total Market is and is not. For example, total market must be supported and shepherded at the highest level of the organization and is characterized by a collaborative dynamic, from the outset, between the marketer and agency partners. Meanwhile, total market is not a one-size-fits-all cost-reduction plan and is not a translation or adaptation of a general market campaign without diverse consumer insights from the beginning of the process. 

ANA looks forward to the judging of the ANA Multicultural Excellence Awards in mid-September as well as the 16th annual ANA Multicultural Marketing & Diversity Conference in November where the award winners will be announced and the topic of Total Market will most definitely be covered.

Ice Bucket Challenge – Insights for Marketers

By Bill Duggan, Group EVP, ANA
Posted: Aug 25, 2014 11:30am ET

When did you first hear about the Ice Bucket Challenge? I was vacationing on Cape Cod during the first week of August and heard about it on the local news from Boston. It told the story of Pete Frates, a former baseball player from Boston College (my alma mater!), who has been diagnosed with ALS (Amyotrophic Lateral Sclerosis / Lou Gehrig’s disease) and how his friends and family used the challenge to raise awareness about the disease and Pete’s situation. Newscasters not only reported the story, but challenged colleagues and even competitors – and that became news the next night.

The ice bucket challenge has become a viral sensation and marketers have joined in. Ronald McDonald has taken the challenge as has Coca-Cola’s Wendy Clark with help from the Coke polar bear, and many others. The challenge has provided some observations and insights for marketers:

Of course, the ice bucket challenge has gotten results. Awareness is undoubtedly through the roof. And according to information on the ALS website, as of Sunday, August 24, The ALS Association has received $70.2 million in donations compared to $2.5 million during the same time period last year (July 29 to August 24). Donations have come from existing donors and 1.3 million new donors to The Association (including me!)

The ice bucket challenge is a terrific case study – experiential marketing, grass roots marketing, cause marketing, social media. Perhaps this is a once in a lifetime “strike of lightening” for the ALS Association. After this short-term hoopla dies down (and it will), I look forward to seeing how the ALS Association keeps the momentum going.

Recap: Integrated Marketing Members-Only Conference

By Jesse Feldman, manager, marketing knowledge center
Posted: Aug 21, 2014 1:00pm ET

Earlier this month, the ANA held a members-only conference (meaning only our client-side marketer member company employees were in attendance) at Heinz Field in Pittsburgh — known to non-sports fans like me as the place where Bane did some damage in Dark Knight Rises. The conference theme was integrated marketing, with a focus on how top marketers develop, execute, and evaluate their strategies.

H. J. Heinz Company was gracious enough to host the event and kick off (pun intended) the day with a presentation on integrated marketing and the Super Bowl. Heinz Ketchup’s 2014 Super Bowl campaign involved more than just a single ad to the masses; the brand used a 360-degree activation to drive results and lower costs per impression. If you want to feel happy and start to crave some fries, check out the corresponding Heinz Super Bowl spot.

The Martin Agency presented a history of GEICO’s integrated marketing POV and the key tactics that have propelled the car insurer to the No. 2 spot in its category. In addition to having now-iconic Cavemen and Gecko assets, GEICO developed the most popular ad of 2013 with its loud-mouthed camel in “Hump Day.” Read six lessons learned from GEICO’s work to integrate its multi-storyline campaigns across multiple channels.

…still not entirely convinced you missed out on another great ANA event? Attendees also received a private tour of the stadium.

Jesse Feldman works in the ANA’s Marketing Knowledge Center (MKC), a rich suite of insights, case studies, event recaps, and research. You might notice her taking notes for the MKC at committee meetings, members-only conferences, or (virtually) webinars. She’ll be popping onto the ANA blog to regularly highlight some latest and greatest MKC content.

Programmatic Media Buying, Lifting the Veil

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Aug 14, 2014 11:00am ET

For many marketers, programmatic media buying (PMB) is not well understood. In fact, according to a recent ANA/Forrester research report, 41 percent of marketers said they don't understand or are not aware of PMB. Twenty-six percent said they know what it is but need to learn more. Another 10 percent said they have never used it. Clearly, marketers need to know more than they do on the subject of PMB, and it doesn’t help that there’s a great deal of misunderstanding and misinformation floating around to complicate matters even more. 

In this month’s ANA Magazine Spotlight cover story, “The 5 Myths of PMB, Dispelled,” we aim to clear up some of that confusion. 
 
Brought to you by our partner Collective, this complimentary issue also includes a case study on the Universal Pictures film ParaNorman, a look at why diligence and hard work are still required to get PMB right, a rundown on the basics of what programmatic buying is, and more. 
 
Start reading now.
 
 
 
 

Multicultural Marketing Is More Important than Ever

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Aug 6, 2014 11:00am ET

If you watched any of the 2014 FIFA World Cup, you likely noticed ads using English and Spanish together. There’s good reason. According to the 2010 U.S. Census, the size of the U.S. Hispanic population (50.5 million) is second only to Mexico’s (112 million) — that’s an audience marketers can't afford to ignore.

As consumer audience composition shifts, learning how to target the right audience with the proper message is crucial for effective marketing.

A new seminar from the ANA, Marketing to the New Majority, September 23 in Plano, Texas, will focus on how to identify, formulate, and implement effective strategies for connecting with individuals of Hispanic, African-American, and Asian descent, and the different consumer generations within those groups.

This one-day seminar will provide valuable insight into reaching multicultural and general-market audiences with messages that resonate.

Extra salelsy bit: Through August 23, this seminar is available at $100 off. Take advantage of the discount while you can. Register or find out more

Advertising Transparency – Let the Buyer Beware

By Bill Duggan, Group EVP, ANA
Posted: Jul 30, 2014 10:00am ET

A few days ago The Wall Street Journal published an article titled,“Why Advertisers Are Questioning How Agency Trading Desks Work.” 

The article noted that, “Recent research conducted by the ANA and market research firm Forrester found that trading desk transparency ranked among marketers’ biggest concerns about media buying.” That is indeed true! The ANA/Forrester survey asked marketers about their concern on a variety of media related issues. As the chart below shows, agency trading desks are noted to be an “emerging concern.”

Back in 2011, we found a very low level of awareness and understanding among members on agency trading desks and that resulted in the ANA white paper titled, “Agency Trading Desks – Basics Marketers Need to Know and Questions to Ask.” The paper covered issues including the benefits of agency trading desks, criticisms of agency trading desks, and suggestions on what clients need to do. Interestingly, many of the criticisms identified in 2011 – including lack of transparency and rebates (from publishers to agencies) – are issues that we continue to hear about.

Two points made in that 2011 white paper bear repeating today:

Today’s media environment, including the relationship between clients and media agencies (and, in turn, media agencies and media companies), is less transparent than it’s ever been during any of our respective careers (and that’s true for both a 21 year old starting out and a 60 year old veteran).  Marketers need to be aware of that and ask questions or, otherwise, let the buyer beware.

75 Percent of Office Workers Do This

By Jesse Feldman, manager, marketing knowledge center
Posted: Jul 29, 2014 11:00am ET

You’re probably one of the 75 percent of office workers who eats lunch at his or her desk. Let me explain how you can turn desktop dining into a continuing education experience:  ANA's complimentary Webinar Wednesday program runs virtually every Wednesday at 1pm ET.

Click here to view upcoming webinars.

Spend a lunch break improving your skills and preparing to impress in your next meeting. Missed a webinar of interest? No problem. You can also watch the video on-demand or read one of our recaps for an easy-to-follow, detailed synopsis of the webinar.

Here are some past webinars with written recaps (click “Event Recap” in the right column at the link) that will make great lunchtime companions:

Industry Study of Advertising Bot Fraud Announced!

By Bill Duggan, Group EVP, ANA
Posted: Jul 14, 2014 10:51am ET

ANA and online fraud detection firm White Ops have announced a joint research initiative to determine the level of bot fraud occurring across the digital advertising industry and provide actionable data and insights which marketers can use to reduce bot fraud in their future campaigns.

Bot fraud refers to sites with phony traffic that collect payments from advertisers through the middlemen who aggregate space across many sites and then resell that space.  These guys are criminals!  This ANA/White Ops initiative is in response to recent estimates that 25-50% of money spent on digital advertising is wasted and much of that includes bot fraud, which affects display, video, mobile and social. 

Some thirty (30) ANA member companies are participating in this initiative across categories including automotive, consumer products, financial, hospitality, pharmaceutical, QSR, retail, spirits, technology and travel.

During the study, each participant’s advertising will be tagged by White Ops to help identify fraud.  Each participant will be given a customized confidential report providing overall fraud rates, fraud by platform (desktop, mobile), format (display, video), channel (publisher, network, exchange) and other relevant findings.

The overall results of the study will be aggregated and made available to all participants and the wider industry. This will allow individual participants to benchmark their specific findings against the industry, leading to specific knowledge on ad budget waste and intelligence that will allow for stronger future negotiation and media mix optimization.  Aggregated results and recommendations will be shared with the industry in the fourth quarter.

Watch out fraudsters and criminals – we’re coming after you.

 

Let Me Tell You About Don

By Michael Berberich, manager, marketing knowledge center
Posted: Jul 1, 2014 12:30pm ET

Don’t think your category can “work” on social media? Think again.

For certain categories, social media marketing is easy (or at least it’s straightforward): sports teams (fan pictures!), beer companies (full cooler at the beach party!), and TV shows (who’s YOUR favorite character?) “make sense”  on social because they are inherently fun, social categories. But what about construction supplies? Or health insurance? Or financial advisement?

It’s crucial for marketers to remember that consumers are on social media for conversations, not necessarily entertainment. A common misconception of social marketing is that its successes are extravagant, “home run” pieces of content that align with something culturally relevant, seemingly out of nowhere. The truth is successful social marketing comes from creating a “slow drip” of content a brand believes will be relevant to its audience based on listening to what they want and value. “As far as content creation is concerned, from day one brands have got to create content like they have 1,000,000 fans,” says author and social media expert Ben Blakesley. “Keep trying, because you’re going to fail a lot, but that will teach you what works and why it works. In the beginning you have very little to lose, so try everything.”

After a brand enters a social space and delivers content to engage consumers and spark conversations, it is vital to monitor these interactions and identify its “diehard” fans. Too often, brands will only respond to negative comments on social, and by ignoring the positive comments, waste valuable relationship building opportunities. While working at Vanguard, a financial service company, Blakesley noticed that “Don,” one of the firm’s clients, was interacting with the Vanguard Facebook page on a regular basis. To show its appreciation, the company sent Don a Vanguard mug, a four dollar investment in total. In return, Don wrote and posted a seven stanza poem on Facebook describing his excitement and thanking the brand. Several months later, on the day of Don’s retirement, Vanguard made its Facebook profile picture one of Don and his wife, and posted a song written in Don’s honor. For almost no money, Vanguard established an actual relationship with Don, ensuring his continued loyalty and advocacy. Furthermore, it positioned Vanguard as a brand that deeply, personally cares about its clients.

Social media success begins with listening. Instead of coming up with ways to make financial advice funny, sexy, or cool, Vanguard listened to its consumers and developed content based on what mattered most to them. Every brand has a “Don,” it’s just a matter of whether they’ve engaged him.

For more about effective social media marketing: http://www.ana.net/miccontent/show/id/s-mocmar14e2-vanguard

Catchy Jingles and Theme Songs

By Jesse Feldman, manager, marketing knowledge center
Posted: Jun 26, 2014 2:00pm ET

I’ve had a lot of songs stuck in my head this week, and I put most of the blame on marketers. Presenters at recent ANA events have reminded me how much a catchy song can linger long after a commercial or film has finished. Check out some of our Marketing Knowledge Center’s most recent content… and catch an earworm or two:

(Oh, and the original Chiquita Banana Jingle is on YouTube. Enjoy!)

Jesse Feldman works in the ANA’s Marketing Knowledge Center (MKC), a rich suite of insights, case studies, event recaps, and research. You might notice her taking notes for the MKC at committee meetings, members-only conferences, or (virtually) webinars. She’ll be popping onto the ANA blog to regularly highlight some latest and greatest MKC content.


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About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.