Wanted: Shorter Stop Sets; Better Creative

Wanted: Shorter Stop Sets; Better Creative

In a recent blog post from Tracy Johnson, Principal at Tracy Johnson Media Group, he shared his view of the current state of the radio commercial and creative landscape; and how changes are needed ASAP to adapt to today’s customer expectations and media environment.

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Radio Still Up On Top

Radio Still Up On Top

There’s no question that radio suffers from a (mis)perception problem. It’s perceived that Millennials & GenZ in particular, are allergic to the radio. Nope; not quite the case, and Edison Research is providing some answers to your outstanding questions.

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What's That Noise?

What's That Noise?

What do NBC, Intel and Alka-Seltzer have in common? Bet you hear their sonic branding in your head as you read the names. The NBC chime, the Intel start-up noise and the Alka-Seltzer fizz and plop are synonymous with these massive brands. Sonic branding could be right for you, too.

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Activating the Experience

Activating the Experience

While the music, weather, and people together created an incredible two days; as I wandered the festival grounds, one thing that really stuck out to me was the extent to which fairly uncomplicated activities drove a level of brand activation from our sponsor partners that took Summer Camp attendees from pure passers-by to engaged prospects. It’s one thing to sponsor an event; it’s a whole other to get people to genuinely interact with you. Let’s take a look at some of the ways in which our partners got the perpetually occupied millennial to stop and interact.

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B2C - We're Talking Back to College

B2C - We're Talking Back to College

Back to College. Yep, it's that time of year where retailers are gearing up for another pocket book battle royal. If you're not already planning or executing your attack, time to get on it! From NRF's Back to School Headquarters, nearly 60% will start shopping a month or two before class starts.

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Millennials and the Purchase Process

Millennials and the Purchase Process

Recently, I came across a report titled “Reaching Consumers during the Purchase Process.” The study, conducted by Starcom MediaVest, basically looked to identify and attribute the impact of various media types in the purchase process, to help advertisers hone in on the most opportune times when consumers are receptive to particular messages, and what sequence of media channels should be used. Very heady stuff!

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It’s not about age, it’s about life stage.

It’s not about age, it’s about life stage.

In the most recent Nielsen Total Audience report; It’s not about age, it’s about life stage was a theme they introduced and carried throughout the Millennial focused report. I like it, and agree 100%.

When you analyze life stages of 18-35 year old Millennials, you see unique pictures:

  • The high-schooler living with the ‘rents
  • The single upstart somewhat new to the workforce
  • The married homeowner with children

All very different. All technically Millennials. 

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Content Marketing On The Rise

Content Marketing On The Rise

A marketing element that has been growing at a rapid rate is Content Marketing. If you’re not familiar with what defines something being content marketing, well, you’re not alone, as it’s really only recently started to pick up pace in ad circles. It also goes by sponsored content and native advertising.

The names and activities used can range from one person to another; from a simple ‘Supported by’ mention of a seemingly non-relevant topic; to contextually relevant pieces of content written around a particular brand, product or service. Even event sponsorships are a form of content marketing.

It’s designed to inform, educate and entertain, as much or more than it’s intended to directly sell to an audience. The accrual of value comes to an advertiser in that their involvement in underwriting the content consumers enjoy, helps that advertiser score points with the audience.

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Debt Ridden & Debt Aware

Debt Ridden & Debt Aware

With a total of about 1.4 Trillion dollars in student loan debt hanging over heads young and old – and Millennials holding 50-60% of it – taking on additional debt is a valid concern for both newly minted Millennial grads and grizzled thirty-somethings. That was reflected in an early 2015 survey we did with theMillennial Lab Think Force in which we asked a few questions about Credit Cards ownership and use.

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Loyalty Demands Adaptability

Loyalty Demands Adaptability

A recent study shared inRetailingToday.com exposed some expectations for your loyalty program.

  • 34% of millennials say the word “fun” is the one that best describes their participation
  • 63% of millennials have joined a new program in the last year
  • 49% of millennials have ended their participation in a loyalty program after receiving irrelevant communication

The above illustrates some common themes in meeting today’s millennial mindset – Personalization, Authenticity, and Uniqueness. If you have a program already, do you abide by some of these tenets? Or if you’re in the midst of creating one, these are some important elements to ruminate on.

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Millennials Partial to Small Business

Millennials Partial to Small Business

The local, community cornerstone ofSmall Business has grown on and with Millennials. After feeling like they were burned by big business during the recession, the Shop Localmovement continues to resonate well with the young consumer. AnEdelman Digital study reported that some 40% of Millennials prefer to buy local even if it costs a little bit more than mass-market alternatives.

 

With the AmEx event - Small Business Saturday - coming up here next month, some ideas of how you can drive more Millennial traffic into your store November 28th and beyond…

  • Make it new and exciting with an in-store event (young adults and youth shop in groups)
  • Bring in a ‘special guest’ for entertainment or education
  • Tap into your live and local media (like radio:) to accentuate your reach
  • Team up with other small businesses around you for a block party or store to store scavenger hunt
  • Utilize your current customer database to help spread the word
  • Tie in a great cause with a portion of proceeds supporting a community non-profit
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Changing of the seasons

Changing of the seasons

As we enter the Holiday season, we wanted to highlight some Millennial trends and information for some upcoming holidays...

Let’s start with Halloween. It’s for the younger kids, right? Little trick-or-treaters in their fun and frightening costumes, going door to door loading up for that week-long sugar-high. Well, yes – but what about those Millennials? They have a love for Halloween that can rival your gradeschooler. In an article from The m/Age 30% of consumers engage in online research for Halloween costume inspiration. And the NRF estimates that 23% of millennials will wear costumes inspired by celebrities, TV shows and movies. They’ll be dropping serious dough for that one-of-a-kind costume and Halloween party.

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It’s a snack attack!

It’s a snack attack!

I don’t know about you, but I love snacks. And I’m certainly not alone - with the category achieving about $375 Billion worldwide.

A new Nielsen report sheds some light on what the snacking habits and preferences are across the globe and another recent Mintel report summary provides some additional insight.

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Non‐Essential Becomes Essential

Non‐Essential Becomes Essential

I came across this great article on AdAge that brings up some important food-for-thought as you consider the ‘experience’ that you are creating for your Millennial (and non-Millennial) consumers.

Some thoughts and highlights of what’s shared in the article that you can immediately integrate into your current marketing activities. And as referenced above and the article adds – Millennials are proving to be cultural trailblazers for older and newer generations – so this applies to generations above and below Millennials.

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What Makes a Millennial?

What Makes a Millennial?

If you’re curious as to some of the nuances of being a Millennial, here’s an intriguing new look from Money at where this generation differentiates from X’ers and Boomers – ‘10 Things Millennials Buy Far More Often Than Everyone Else’. Following are a look at 4 of the 10.

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Consider the 5 R’s

Consider the 5 R’s

In a recent DMNews article – a representative of Ribera del Duero y Rueda spoke to the 5 R’s they used in developing their campaign to target the growing Millennial wine drinker. Like a lot of advertisers before them, they struggled to ‘define Millennials’, and came to realize that they couldn’t box them into one neatly packaged consumer type. They knew though that they are open to new and unique experiences and crave authenticity and information. All areas the wine industry has in spades – history of the growing regions, grape varietals, the wine makers and their processes. All this helps to further a connection with the consumer and embed channels of further engagement.

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