Greetings!
Welcome to our August issue of Key Notes - Marketing Keys' monthly newsletter! As summer is peaking, we hope your business is also sweltering. 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.
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Always strive for brand attachment!
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When purchasing a new product, we look at reviews, price tags, and other aspects of the product to choose the best option for us. Sometimes there is no comparing products because they are made by your ‘favorite’ brand. Most of us have at least one brand that we will always choose over any other no matter what because we have a deep and positive connection with it. That is called brand attachment.
Brand attachment represents the highest and strongest level of the customer-brand relationship. When a true emotional connection between a person and a brand is formed, it is deeply rooted in the limbic part of the brain, where memories, values and emotions reside and become part of the consumer’s extended self. Brand attachment is the key to building stable, long-lasting relationships and is the precursor to both current and future purchases and higher engagement. Brand attachment represents something more that goes beyond rational reasons. So even if there’s a more convenient option, your brand attachment to that product won’t let you choose anything else besides that brand.
Here how you can build and improve brand attachment:
- Evaluate the brand’s customer journey to identify significant brand interactions
- Evaluate each interaction to determine if it represents one or more of the three emotional attachment dimensions (affection, connection, passion)
- Regularly measure and track brand attachment and compare it with measured brand attachment for other brands in the same category
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Are Nielsen's ratings to be trusted?
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Nielsen’s time might be up as VAB is calling on the Media Rating Council to suspend accreditation for Nielsen’s national TV ratings. So, are Nielsen's ratings no longer to be trusted? According to VAB, Nielsen continues to undercount in the Black, Hispanic, and young markets.
Recently, the VAB cited areas where it found Nielsen has fallen short of the Media Rating Council minimum standards. Those include requirements that data with known inaccuracies or biases be withheld, even during a natural disaster or business disruption; that there be no experiments in methodology unless independent tests conclude the effect on data is minimal; that each rating report discloses deviations from standard operating procedures; and that weighting or data adjustments be based on consistently applied and empirically defended analytics.
Data provided by the VAB show that households measured by Nielsen were down 18% in June 2021 vs. February 2020. Black and Hispanic homes and those with people ages 18-24 were down, even more, 21%-23%. This also says heavier-viewing homes with three to four TVs were also disproportionately affected.
The Media Rating Council official approval is what allows Nielsen TV ratings to be used as currency in the billions of dollars worth of network TV deals. So will suspending Nielsen create marketplace chaos? The answer is no. Networks and buyers would still be able to make transactions using the suspended ratings. But suspension would force Nielsen to come develop a detailed public plan for fixing measurement problems that have led to persistent undercounts of TV audiences for more than a year, particularly Black, Hispanic and younger audiences.
At this time, Nielsen national TV ratings remain accredited.
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Now this is a new kind of pillow fight!
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MyPillow is one of Fox News' biggest advertisers. According to iSpot.tv, MyPillow has run ads with an estimated value of $40 million through July 28 of this year. But it is now pulling its commercials from Fox News as the network refuses to air ads promoting claims of voter fraud.
Mike Lindell, CEO of MyPillow, has faced backlash for promoting conspiracy theories surrounding election results. In January, retailers including Bed Bath & Beyond, Kohl’s, H-E-B, and Wayfair dropped their products as a result.
"It's unfortunate Mr. Lindell has chosen to pause his commercial time on Fox News given the level of success he's experienced in building his brand through advertising on the number one cable news network,” a Fox News spokeswoman said in a statement.
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"But wait. There's more."
(Until now. RIP Ron.)
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Ron Popeil, the iconic man behind direct-response TV staples such as the Veg-O-Matic, Ron Popeil’s Pocket Fisherman, the Inside-the-Egg Scrambler, the Bedazzler, and the Cap Snaffler, has died at age 86.
Born in New York City in 1935, Popeil was the son of kitchen gadget inventor Samuel J. Popeil, who invented, the Veg-O-Matic. As early as 16, he began selling goods in flea markets in Chicago, grossing as much as $500 per day. By 17, Popeil was selling products from a stand at the flagship Woolworth store in Chicago, then took his show on the road to state fairs nationwide. Not long after, Popeil joined partner Mel Korey to produce his first minute-long black-and-white TV infomercial. He was soon generating millions of dollars in revenue from DRTV and making the transition from gadget pitchman to pop-culture icon. According to Popeil’s website, his products have accumulated billions of dollars of sales since the 1950s.
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Tip #1:
Always do a quick Google Search first
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The MLB’s Cleveland Indians will be known as the Cleveland Guardians beginning in 2022. The team announced the name change in a video posted earlier narrated by Tom Hanks. They also shared their new logo, a winged baseball adorned with the letter G.
Two years ago, the team stopped using the Chief Wahoo mascot, a Native American caricature, due to the longstanding criticism. Then last year, they said they would talk with stakeholders and the community to determine whether they should change the name they’ve had for over a century.
Cleveland's new name is inspired by the statues on the city's Hope Memorial Bridge that are known as Guardians of Traffic. The 'G' logo "purposefully wraps around and protects the baseball — guarding everything that makes this game great," adding that it is also "a nod to the split-finger fastball — a tribute to our strong pitching heritage," says the team.
Changing names was not an easy decision and definitely not a quick one. However, one thing the team forgot was to google “Cleveland Guardians” before making it official. It turns out that there’s a male roller derby team named “Cleveland Guardians” and they hold the domain name and social media accounts under that name. All they had to do was check, but they didn’t.
It's strike one against baseball's Cleveland Guardians.
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Here is a recent highlight from Marketing Keys' blog page. Please start following our blogs and let us know what you think.
Get the latest insight here!
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Get help from 'The Mouse'!
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In my previous life, I worked for many media companies including the one headed by the Mouse. During my 20 year executive run with media companies, I had noticed that if an advertiser wasn't properly represented with a media expert helping them with their media planning and buying, then that company was at a disadvantage. Thus, I created a company to provide a solution to that problem.
Marketing Keys was formed in July, 2007 to more than level the negotiation playing field between advertisers and media companies. We enabled advertisers to have a major leg up in the process.
We targeted Presidents, CEOs, Regional Managers, Marketing Directors, CMOs etc. of small and mid-sized businesses. We then went to market with our 'key' differentiator and mission. During the last decade, the company has grown from 2 clients in 2010 to presently close to 20.
To find out if we can help build on the results that you had started and eliminate the inherent disadvantages of buying media on your own, please reach out to us at roger@marketingkeys.com.
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Registration is now open for “zee” most fabulous race in Chicago, Lycee Francais de Chicago’s "Oui" Run 5K - The 5K with a French Flair! Register here!
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It may just bring out your inner wild side!
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Join Lincoln Park Zoo for another adults only event this summer. Celebrate block-party style among wildlife after the gates close! No kids or crowds just strolling, sipping, and possibly getting a little too competitive with some lawn games. Buy your tickets here!
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Are you Socially Challenged?
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During my 14 years as a business owner, I have discovered there are many companies out there that are challenged with the task of managing their social media.
It may be that they are confused over the platforms that they should use, the content they should post, how to boost that content and/or the time or lack thereof that goes into managing their social media platforms.
As a Social Media partner of ours, our Social Media expert will manage and strategize daily on your sites. We will also coordinate all communication so there are no surprises while all of your initiatives are scheduled accordingly.
For more information, please contact Marketing Keys at (312) 291-4630 or you can email us HERE!
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Fill up your Lead Generation funnel!
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In the days of Mad Men, creativity was everything. The goal was for a brand to be the most creative creating a tag line to resonate with the audience. Now, creativity takes a back seat to targeting through data and reaching your target synergistically through multiple mediums with an integrated marketing campaign.
Find out how Marketing Keys can help generate (on average) an incremental 30-35% more in leads and/or conversions through our system.
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