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Category: Hotels Resorts & Travel| Retail/Grocery| Stevens & Tate Speaks
5 Mar 2010The majority of taxpayers expect refunds this year. Although this is a smaller number than last year, the National Retail Federation’s recent survey purports that more recipients will spend their money on non-essential purchases they have delayed over the last two years, including electronics, furniture, cars and vacations, if not used to pay off debt or build savings. This is good news for marketers. And, with the continued growth in use of e-filing (now used by over 50% of filers) AND early filing (over 60% have completed their taxes by end of February), these refunds continue to be received earlier each year. So now, early Spring is the time for retailers, travel companies and investment firms to advertise for their share of the funds.
Category: Retail/Grocery| Stevens & Tate Speaks
9 Feb 2010How fun was it to see the fabulous Chicago Bears’ Super Bowl Champions again and to be reminded that the Super Bowl Shuffle was introduced into our lives 25 years ago?
Boost Mobile did a nice job of taking a well-remembered spot and reigniting it for their own brand. By using a pre-existing ad and altering it, Boost Mobile showed that they could be the more cost effective company on air as well as with their service offering. But skimp they did not.
To generate more buzz from this spot, Boost Mobile offered a special website – BoostMobile.com/shuffle – where they play the full Boost Mobile Shuffle video, have interviews from the players and my favorite, Mike Singletary’s Party Police where you could submit friend’s names and phone numbers who were ‘violating’ a good Super Bowl party either by not having proper football knowledge or asking really dumb questions. If you sent in this person’s phone number they would get a recorded call from Mike Singletary commenting on the violation.
Additional features to the microsite include downloading ring tones and following McMahon on Twitter with a ‘headband message’.
This was a fun and unique way of generating more conversation on Boost Mobile even after the Super Bowl was over and a good use of they took advantage of Super Bowl advertising. And for Chicago, it’s fun for us to be a part of the Super Bowl again.
Category: Retail/Grocery| Stevens & Tate Speaks
8 Feb 2010This year Doritos again conducted their annual Super Bowl TV commercial contest, “Crash The Super Bowl” with the top winner receiving $1,000,000 for their efforts. They aired four winners, each were :30. The spots aired were chosen by the fans prior to the game from six finalist posted on CrashTheSuperBowl.com. The website has a Forum for fans to offer opinions, a Gallery to view the over 100 entries and even a “Herbert Brother How To” that explains the do’s and dont’s of making a commercial.
Doritos has done an excellent job at engaging their tribe by creating an online event that far outweighs the time value of four :30 spots. Some of the magic comes from repeating the event annually. This gives their following an opportunity to grow year after year.
All the spots poke a little fun at Doritos lovers and all seem to have someone getting hurt or put through some pain. This seems to be part of the formula. It’s Doritos meets America’s Funniest Videos. We still like to see others in pain, as long as we know it’s not real. My favorite Doritos spot was the “Funeral” were a man asks to be buried in a coffin filled with Doritos. It shows true love for the product and has more humor than pain, since the man is not actually dead. Visit CrashTheSuperBowl.com to view all four winners.
Category: Retail/Grocery| Stevens & Tate Speaks
8 Feb 2010For the amount of money Anheuser-Busch spent on Super Bowl advertising, the company is not likely to see a return on its investment. With eight ads, the majority for Bud Light, there still wasn’t anything nearly as memorable as the frogs or the “what’s up” campaigns of years past. In fact, this year’s “electronic voice” spot was a lame remake of the “what’s up” ads. Not very original!
And what was the point of the Bud Light “beer house?” I understand that this commercial is trying to be humorous, but when did messaging become irrelevant in advertising? What are the benefits of Bud Light? On the other hand, the Michelob Ultra spot with Lance Armstrong was straightforward…nothing clever but at least it had a message.
My three favorite Anheuser-Busch spots were the ones that messaged on the characters’ love of the beer. First, the “building a bridge” to get the Budweiser truck across to the town was interesting—the villagers love their Budweiser so much they are willing to do anything to make sure they receive their beer. The “asteroid” spot, where the scientists decided to party with Bud Light when they thought the earth was being destroyed by an asteroid, rang true. Ok – that’s something I would do! The Bud Light plane crash ad was funny too.
Budweiser Select 55 – forgettable. “Book Club” – a bit sexist. The most popular Budweiser spot was the “bull” making friends with the Clydesdales. Good thing they decided (at the last minute) to bring the Clydesdales back!
The only other alcohol advertiser was Miller, with just one spot. At least that spot was true to Miller’s message strategy – that Miller High Life is the beer for the common people.
The Super Bowl has become the biggest day for advertising, with nearly as much buzz created about the ads that run during the game as the game itself. This year, the Saints scored a victory but Anheuser-Busch did not.
Category: Media News| Stevens & Tate Speaks
5 Feb 2010With the markets on the rebound and stories of the W-Curve beginning to wane, it appears the U.S. economy may recover within the next year or so. While this turnaround is largely dependent on growth in consumer spending, marketers will need to redefine and communicate differently to the new consumer of the post-recession era.
These targets may never return to previous levels of spending, nor even think of buying products in the same way…or at the same price. The new consumer will take a much more cautious approach to spending and saving money in the future. He/she may believe that another recession could occur shortly after his/her retirement and education portfolios values return to where they were in 2007. And, price will become the key determinant in the purchase of products and services for the majority of Americans, cutting across multiple demographic and lifestyle segments.
Brand image, enhanced product features and value perceptions may not regain their former status in the purchase decisions for a long time. Marketers will be challenged in their efforts to position and distinguish their brands when all category players are competing on price.
Category: Media News| Stevens & Tate Speaks
5 Feb 2010You probably know an iPhone owner or two who just can’t wait to demonstrate their favorite application. There has been much written about the booming market of apps and how they can change your lifestyle.
But a fairer assessment is that the iPhone is a device for the polymath. Virtually any fascination is enriched with an app. Marathon racing? Try RunKeeper, which tracks your distance and time using GPS. An art lover? Yours, Vincent from the Van Gogh Museum, with its galleries and archival letters, can’t be missed. Stargazing is never the same once you’ve got Pocket Universe, an augmented reality app that points out the constellations overhead as if there were no fog or clouds obstructing your view. Even some of the sillier seeming apps, like Flashlight, really come in handy while looking for a seat in a movie theater.
But after looking into many apps, I have come up with the best of the best regarding “receiving content to read”. This keeps you on top of events and newsworthy stories from around the globe.
Instapaper (Free)
Ever come across something you would really like to read, but don’t have the time? Instapaper provides an easy way to save articles for you to read at a more convenient moment. After creating an account, you download a button for your browser. Any time you click the bookmarklet, Instapaper saves the text on a website in a readable format, stripped of ads and images. It is easy to download your saved articles to your iPhone and read them on the train ride home, or whenever you have a few extra minutes. Instapaper is widely used – and loved. Wired’s Dylan F. Tweney once wrote on the Gadget Lab blog that Instapaper “just about justifies the phone’s purchase price all by itself.” Also be sure to have a look at Instapaper’s most frequently bookmarked articles at Give Me Something to Read. It is an eclectic list of magazine articles and short fiction from publications like The Atlantic, Seed magazine, and The New Republic.
Newsstand ($4.99)
With an aggregator like Newsstand, you “subscribe” to your favorite publications so you can read them all in one place. Simply type in the names of websites that you like to read and it will alert you to fresh content. Newsstand has a mock newspaper interface for reading headlines and articles. Many newspapers and blogs even display their full articles in this format, known as “RSS,” so you can read everything in the app without waiting for Safari to load. Newsstand is best for casual use; with more than about a dozen subscriptions, the app may feel overwhelming. And use care when subscribing to large publications, like BBC News, or you will be flooded. Instead of a publication’s main feed, you might want to subscribe to specific sections like “Science & Environment,” which, in the case of the BBC, averages about 50 updates in a week.
Stanza (Free)
The Kindle may have a longer battery life and E Ink, but the iPhone has an even greater advantage as an eReader – it’s almost always with you. While the small screen may not be ergonomically ideal, the iPhone’s portability means that at a moment’s notice you can download and start reading any digital book available online. The iPhone touchscreen makes reading a seamless experience. And if you choose a public domain literary classic, it won’t cost you anything.
Of the several free eReader apps, Stanza is the finest. It is the easiest to customize, offering dozens of options to change fonts, size, brightness, and color for the most ideal reading interface. Tapping on any word prompts a dictionary definition and gives Stanza an edge over Barnes & Noble’s eReader and the Kindle for iPhone. Even purchasing a book is less complicated on Stanza, which provides fast access to several sources other than Stanza’s parent company, Amazon.
NPR (Free)
In July of last year, National Public Radio released all its material online so that anyone with enough technical savvy could build applications using the network’s vast archives and streaming audio. Shortly after, a formidable unofficial NPR app emerged called NPR Addict. The official NPR app quietly debuted last summer. Have you made the switch? You should. The official app is remarkably robust, with a sleek interface for searching by show, topic, or station.
Category: Stevens & Tate Speaks
4 Feb 2010Looking for something new? In a universe where advertisers are constantly looking for that next great place to expose their must-have products to the marketplace, it’s becoming more and more difficult to find areas that haven’t already been reached.
In recent years, the advertising community has secured product placements in movies, music videos, TV shows (dramas, sitcoms, reality, you name it) stadium sponsorship/ownership, social media endorsements and viral events/storylines galore–they’ve even secured body art on athletes at certain high profile events.
The latest, freshest opportunity blows in from north of the border in the form of a new reality-based show called Commercial Break, created in partnership between a Toronto-based Ad agency and a high-profile commercial production company. From its description, the show combines elements of AMC’s blockbuster hit, Madmen, with NBC’s single elimination series, The Apprentice.
The show’s relevance comes from the fact that it is based on 10 contestants creating real ads for real clients in the hope of landing a year-long contract with a high profile Toronto production company. The product advertisers, who were in the process of being secured, would have the tremendous advantage of having their virtues discussed ad nauseum during the creative process and broadcast to the show’s loyal followers (and numerous YouTube and other social site’s viewers as well).
To read more about this unusual ad venture, click here.
Category: Creative| Stevens & Tate Speaks
11 Jan 2010At Stevens & Tate, it would be an understatement to say we do a lot of idea/concept generation. Over the past few decades, I’ve tried to put my finger on which components create the most hospitable environment for great ideas to bear fruit, but a recent book by Malcolm Gladwell entitled “Outliers” helped me identify perhaps the biggest ingredient to strong creative collaboration.
In “Outliers”, Malcolm Gladwell (author of The Tipping Point and Blink) chronicles the remarkable health and longevity exhibited by the inhabitants of Roseto, a small Pennsylvania town. According to the book, a large number of its inhabitants originated from a mountainous area in Southeast Italy, who after carving a life for themselves in America, sent for additional members of their family to join them in America.
This interesting thing about this group of people was that unlike national averages, hardly any Rosetans under age 65 had heart disease/heart attacks. In the 1950’s, when research was undertaken on the Rosetans, heart disease was the leading cause of death among men of this age, so this merited closer examination. What researchers found was that Rosetans ate relatively unhealthy diets, had a large proportion of smokers, didn’t exercise particularly often and obesity was relatively common among their numbers.
After eliminating all the expected health contributors (diet, exercise, physical environment, etc.), Gladwell chronicles how researchers finally determined that it was the supportive, interactive social structure – or sense of community – that led to their longevity and vitality. Multi-generational families living under one roof were commonly seen as well as numerous interactions between the young and elderly. Of note, once Rosetans left the geographic area, leading to more insular lifestyles, their health statistics fell back to the national averages.
A similar thing could be said of the creative process. The best sessions we have conducted have involved multiple people–ideally from various departments–bringing differing viewpoints together in a mutually respectful, collaborative environment. On the flip side, when we have kept the brainstorming sessions more insulated (or in a bubble so to speak) with little collaboration until the very end, the results generally leave a lot to be desired.
Suffice it to say, we try to stick with lots of collaboration throughout the process. Also, when the common goal of the upcoming brainstorming session is shared at the outset, additional benefits regularly include increased ownership by participants, greater respect for others’ ideas, and greater transparency of thoughts and opinions. And the greatest result of all in the process? Healthy, robust thinking everyone can take credit for.
But enough about us. What elements help your group collaborate/create more effectively?
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