Dear ROGER,

Happy New Year! Welcome to the January 2025 issue of Key Notes - Marketing Keys' monthly newsletter! We hope everyone had a smooth and positive start to the year. With a little help from our newsletters, our goal is for you to gain just a little more marketing savvy so your company can be the most successful. Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

Happy New Year marketers! As we cruise into a new year with much optimism and hope, we would like to reflect back on this past year.

Personally, my family and I had brought 2024 in on a boat! Not just any boat. It was the Celebrity Equinox. Everyone that was ready to celebrate gathered on one of the top outdoor decks for a very memorable experience. There was a great band playing, champagne flowing and being passed around to thirsty partiers. And, there was even a countdown clock. The night was very memorable. However, in many ways, that seemed like such a long time ago. So much has happened between then and now. Let's recap some of those happenings from this past year.

January:

We start an agressive TV and Radio campaign for Jeff Buys Your House. Utilizing their previous creative, Marketing Keys suggests some tweaks to enhance the ads. Response to the campaign has been a huge success with thousands of new leads and hundreds of conversions!

February:

Brightmont Academy continues to expand. The one-to-one model of teaching students is making a huge impact across the country! Besides campuses in Naperville, Barrington and Northfield, Brightmont launches its new Boca Raton, FL campus to pair it up with their Miami location.

Hooters continues to do record business for their take out orders for the Big Game!

On February 23rd, Marketing Keys helps produce epic new TV creative for Jeff Buys Your House. The spot is filmed at a house on Jackson Boulevard in Forest Park and debuts on-air 5 weeks later.

March:

Families flocked to Lycee Francais de Chicago for their Open House on Saturday, March 23rd.

The Newberry opens their Mister Kelly's exhibit highlighting the golden era of Chicago nightlife as they take you back to this historic Rush Street spot that rocked Chicago from the 1950s - mid 1970s.

April:

EMPIST continues their eye catching digital billboard campaign on major expressways including the Eisenhower, Kennedy, Dan Ryan and the Stevenson.

May:

North Shore Country Day Seniors rise to the challenge and are featured in the May Pioneer Press May 16th 'Salute to the Graduates' issue.

Our family makes a trip to the Big House at the University of Michigan to see my niece graduate! Weather was perfect and downtown Ann Arbor was so beautiful, as the perfect backdrop for the weekend.

June:

It might have been the most memorable round of golf...but for the wrong reasons. Remember the cicada invasion this past summer? We were joined by thousands of cicadas for a round of golf with Jeff and Kevin from Jeff Buys Your House along with WGN's Bob Coyne at Big Run in Lockport. One of us came up with the clever re-naming of the golf course - Cicada National.

July:

The Newberry debuts Newberry Fest for those to discover, learn and experience all that The Newberry has to offer.

August:

The Paris Olympics captured the attention of U.S. viewers with an average of 30.6 million people tuning in daily to Comcast's media outlets, an 82% increase from the Tokyo Olympics.

September:

A recent study discovered that a significant portion of the American population - 44% - feels ignored by advertisers. Marketers need to diversify their strategies to connect with a wider audience. It is a significant opportunity for advertisers to rethink their approach.

October:

In the digital age, it's becoming harder to tell the difference between paid political ads and organic political messaging, especially on social media. By improving their political ad literacy, voters can better evaluate the messages they receive making informed decisions when casting their ballots.

November:

Willow Hill Golf Course in Northbrook is the latest to join the Marketing Keys family. On November 22nd, Willow Hill transformed its Scottish Golf Links golf course into a dazzling winter wonderland with their annual Willow Hill Lights event.

December:

Hooters hosts former Bear and ESPN Radio personality Tom Waddle for a pair of Chicago Bears watch parties on December 8th (Downers Grove) and December 16th (Rosemont). Fans flocked to each of the locations for pictures and autographs with the former Bear. Unfortunately, the Bears didn't get the memo and failed to show up for any of the games losing badly in both.

If you're like many, you helped bring in the New Year with a glass of champagne. Or, maybe you and your spouse shared a bottle of wine to celebrate. Well, now there is some concerning new research.

A new advisory from the U.S. Surgeon General has brought attention to the connection between alcohol consumption and cancer. According to the report, alcohol is the third leading preventable cause of cancer in the U.S., contributing to at least seven types, including breast cancer. It also revealed that alcohol-related cancer deaths outnumber fatalities from alcohol-related car crashes. The advisory called for updates to warning labels, reassessment of consumption guidelines, and increased public education on the health risks tied to alcohol.

The alcohol industry is taking note but is not anticipating immediate or drastic changes. While potential updates to labeling and marketing could pose challenges, they are not expected to severely disrupt the market. Some experts suggest that such warnings might reduce purchases, but they are unlikely to be the industry’s biggest obstacle. Shifting consumer preferences, rising costs, and competition from non-alcoholic and cannabis alternatives are seen as more pressing concerns.

This focus on health risks comes at a time when wellness trends are reshaping the alcohol market. Many consumers are gravitating toward options that align with healthier lifestyles, including lower-calorie and non-alcoholic beverages. These trends have prompted brands to expand their product lines and emphasize responsible consumption. While the advisory adds pressure, it also highlights an opportunity for brands to innovate and meet evolving consumer expectations.

The industry is expected to adapt to these challenges by balancing consumer education with maintaining its appeal. Transparency about health risks will likely play a larger role, but alcohol can still have a place in a balanced lifestyle when consumed responsibly. With regulatory changes still in development, the alcohol industry has time to adjust and plan for the potential impact of updated guidelines.

As many companies are rethinking or scaling back their diversity, equity, and inclusion (DEI) programs, Costco is standing out for its unyielding commitment to diversity. Recently, the retailer came under fire from the National Center for Public Policy Research, a conservative think tank, which accused Costco of potentially discriminating against certain groups, including white, Asian, male, and straight employees. In response, Costco firmly reiterated that its DEI policies are integral to its business strategy, enhancing creativity, customer satisfaction, and employee engagement. The company believes that having a diverse workforce enables it to better serve its broad customer base, with employees reflecting the diverse preferences of Costco members.

Despite calls for boycotts and claims of financial risk from its DEI efforts, Costco has refused to back down. The company’s board recommended that shareholders reject the proposal from the National Center for Public Policy Research, making it clear that diversity is a core value at Costco, benefiting not just the business, but its employees and customers. Experts agree that Costco’s integration of diversity into its operations sets it apart from other brands that have rolled back similar policies due to activist pressure. Companies that view DEI as a strategic, long-term business decision, rather than a fleeting trend, are better equipped to handle this type of criticism.

However, some public relations experts suggest that Costco could have handled its messaging better to minimize the backlash. While the company’s legal team crafted the response to the National Center’s proposal, marketing professionals point out that a more carefully considered PR approach might have helped reduce the anger from anti-DEI activists. The language surrounding DEI is increasingly contentious, and the way companies communicate their diversity initiatives matters. By focusing on how diversity contributes to Costco’s business success, the retailer was able to stand firm in its values, despite the heated criticism.

As the holiday season comes to a close, many people reflect on the months of indulgence that began with Halloween candy, continued through Thanksgiving, and wrapped up with festive parties. By the time the New Year arrives, many Americans are ready to get back to healthier habits, with 63% of people making diet improvement one of their resolutions. While achieving this goal may be a challenge for some, 84% of people agree that maintaining a healthy diet is important year-round.

The steps people are taking to improve their health are clear—many are drinking more water, exercising regularly, and making better food choices. A growing focus on fresh produce and cutting back on sugar is evident, with more than half of Americans choosing these options. Additionally, 60% of people are now prioritizing nutrition when deciding what to eat. There’s also a shift in belief, with more people agreeing that healthy food can be just as flavorful as less healthy alternatives.

In terms of reaching health-conscious consumers, it’s clear that certain groups are more focused on improving their diets. Women and Millennials, in particular, are leading the charge toward healthier eating habits. Women are more likely to cut out processed foods and increase their water intake, while Millennials tend to focus on weight loss and nutrition. Health-conscious messaging, like "no added sugar" and "all-natural," is particularly appealing to these groups, offering an opportunity for brands to align with their goals.

Meal kits, which have become a booming industry, are also part of this health-conscious trend. For many, meal kits are seen as an easy and convenient way to eat healthier, with women and Millennials especially finding value in these services. As the meal kit market continues to grow, offering easy, nutritious meal options will be key in attracting those looking to make healthier choices in the New Year.

You may have recently seen coverage from Times Square on your New Year's Eve celebration. Did you see the big ball drop? Well, not only is Times Square known for their massive New Year's Eve celebration but also for one of the most valuable billboards in the world!

A towering six-story billboard located at the corner of 47th Street and Seventh Avenue has become a standout feature in Times Square, valued at an astounding $103 million. Stretching over 18,500 square feet, this massive display is a prominent part of the retail space surrounding a local hotel and can be seen as far away as 42nd Street. A recent court decision placed the total value of the property, including the hotel and retail areas, at $857 million. Remarkably, the billboard and retail space were valued at nearly twice as much as the hotel itself, underscoring the significance of this high-profile advertising spot.

What sets this billboard apart is its cutting-edge technology, which delivers an image quality unmatched by others in the area. With millions of pixels and a resolution far beyond high-definition, the display commands some of the highest rental rates in Times Square, generating as much as $41 million annually. By comparison, other iconic billboards in the area bring in significantly less, despite their prime locations. The unique features of this screen make it a top choice for advertisers aiming to stand out in one of the busiest pedestrian hubs in the world, where hundreds of thousands of people pass through each day.

This record-breaking billboard has sparked a wave of innovation in Times Square, with developers introducing new, high-tech displays in hopes of matching its success. While some of these newer signs are impressive, they have yet to rival the scale, resolution, and impact of this landmark screen. It remains a defining feature of Times Square’s vibrant landscape, symbolizing the ever-growing importance of eye-catching advertising in this iconic location.

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Are you planning for a successful 2025?

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Whether you've been at your marketing position for 1 year or for 20 years, the pressure to produce and come up with the right strategies to reach your target audience is always there.

You no longer need to go about this on your own with 100% of the pressure. Now, you can collaborate with a media expert to help you with the latest, most effective and most efficient media strategies.

We can help by placing your campaigns in the right places, at the right times with the right frequencies. We'll make sure your campaign succeeds by examining the cost effectiveness, engagement potential and audience suitability of different media channels.

It is also critical to reach your customer on multiple platforms. This is how they are spending their media day. Therefore, it is critical that your messaging gets targeted and delivered in multiple online and offline ways.

As a 12 year former Disney executive with 30+ years in the business, I have discovered the best ways on how brands can cut through the clutter to reach their target.

By teaming up with us, we make the process enjoyable with minimal stress.

Furthermore, we will listen to you and always be committed to you. We strive to run our business with passion and humility all with the utmost integrity.

We look forward to empowering you to do your best work.

Until next month,

Roger Keys

Founder and CEO

Marketing Keys

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