Post on 09-Oct-2020
transcript
March 23, 2011
Artistic,Careful, and
CourageouslyInformed.
Note: Handouts are being passed out.
Tuesday, March 22, 2011
Tuesday, March 22, 2011
Amazing Advertising
Award
Guido Daniele
ButFIRST
Tuesday, March 22, 2011
Tuesday, March 22, 2011
Tuesday, March 22, 2011
Tuesday, March 22, 2011
Tuesday, March 22, 2011
Tuesday, March 22, 2011
Tuesday, March 22, 2011
$ 3.2 billion
Tuesday, March 22, 2011
Somewhat smaller.
Tuesday, March 22, 2011
A few personal notes.
Laurentian Mts.
Tuesday, March 22, 2011
Martin Luther King Jr.
Tuesday, March 22, 2011
Goal update: Marine Corps MarathonWashington D.C. -- October 30, 2011
Longest run as of:12/3/10 -- 11.5 miles / 185 lbs.
SET BACK
2012
190 lbs.
3/12/10 -- 6.5 miles
Tuesday, March 22, 2011
Referral update:
Goddard Technologies • Cycles 128 • EAB
Elevator United States Biological • River Works
Credit Union • The First National Bank of IpswichEast Boston Savings Bank
Rochester Electronics • Haverhill Bank
Merrimack Health Group
Danvers Guitar Center • Endicott College
North Shore Community College • Lowell Five
Watertown Savings Bank • The Daily Item of Lynn
Beverly Cooperative Bank • DeIulis Brothers
Construction • Beverly Airport
Maestranzi Brothers • Thermal Circuits
Marian Court College • Institution for Savings
UFP Technologies • Cabot Money
Management • BioEngineering Group • EAB
Elevator • Lyons Ambulance • DiMella Shaffer
Architects • Boston Ballet • NEECO Wafers
Independent Newspaper Group • Ribcraft
Seaport Grille • American Model Gallery.
Since my last 8 minute presentation...
Synventive Molding SystemsCentury BankShetland ParkCedardale Health and FitnessBeverly Cooperative BankNew England Cranberry CompanyNorth Shore BankMetro Credit UnionGeneral Electric AviationWinter Street Architects
A great referral:A client who wants to get to the next level and who has the courage to take on changes creatively and monetarily.It does take both.
Red = Meeting or actual business
Tuesday, March 22, 2011
And then...There’s....
Tuesday, March 22, 2011
Duratherm®
Brand Manager
Website Oversight
Media Buying
Public Relations
Employee Relations
All copywriting
Brochures
Company History
Tuesday, March 22, 2011
Last time we got through the first six
Adve!"ingSecrets of
Tuesday, March 22, 2011
A quick review...
1. A great advertising agency relationship
2. Develop trust
3. The power of a great headline
4. Negative power of bad copy
5. Proofreading is an essential element of good marketing
6. NEVER be boring and don’t make your prospects feel stupid
Tuesday, March 22, 2011
7. Until people feel that you care about themthey will not hear a word you say.
Your most important message.
GOOD
Tuesday, March 22, 2011
BAD
Tuesday, March 22, 2011
What percentage of advertising today is geared toward baby boomers? Is it a...
high percentage?low percentage?
Should it be a ...
high percentage?low percentage?
Tuesday, March 22, 2011
What percentage of advertising today is geared at baby boomers?
Itʼs a VERY LOW percentage.
But it SHOULD be
a very highpercentage.
Tuesday, March 22, 2011
Baby boomersdominate
94%of all consumer packaged goods
categories.Only 5%
of advertising is aimed at them.
Tuesday, March 22, 2011
With the advent of social media andnearly universal high speed Internet
access, has traditional-sit-on-the-couch-and-watch television viewership
Gone up?or
Gone Down?
Tuesday, March 22, 2011
Traditional TV viewership is now at its highest point everin history.
*adjusted for the growing population.
Tuesday, March 22, 2011
Some unknown knowns
Baby boomers dominate 94% of all consumer packaged goods categories. Only 5% of advertising is aimed at them.
TV viewership is now at its highest point ever in history.
99.9% of people who view an Internet page with an online display ad do not click on it up to 80% don’t even see it.
99% percent of all video viewing is done on a television. Only 1% is done on line.
Since the 1990s, click-through rates for banner ads have dropped 97.5%.
TV viewers are no more likely to leave the room during a commercial break than they are before or after the break.
SOURCES 1. DoubleClick, Benchmark Report, 2009 2. Nielsen Three Screen Report, Q1 2010 3. U.S. Department of Commerce, Q2 2010;
Nielsen Three Screen Report, Q1 2010 4. Duke University, Do DVRs Influence Sales? 5. Nielsen Three Screen Report, Q1 2010 6. Duke
University, Do DVRs Influence Sales? 7. Li, Hairong; Leckenby, John D. (2004). "Internet Advertising Formats and Effectiveness". Center for Interactive Advertising. And DoubleClick, Benchmark Report, 2009 8. NielsenWire, Nov. 10, 2009 9. Marketing Daily, July 22, 2010 10. Council for Research Excellence, May 10, 2010
Tuesday, March 22, 2011
So what’s Secret #8?
What everyonethinks they know about advertising
is probablywrong.So, find someone
who really does know.
Tuesday, March 22, 2011
9. A Social Law in Advertising.
The difference between groupsis always less
than the difference within groups.
Tuesday, March 22, 2011
10. Customer loyalty is the number one objective.
Inconsistency UNSELLSyour customers.
Tuesday, March 22, 2011
11. A competitor who out-markets youwill erode your market share.
Tuesday, March 22, 2011
12. Companies that continue to advertisein down markets, increase theirmarket share,revive earlierand increase profitson the upswingcompared to theirconservativecompetitors who“cut costs.”
Source: McGraw Hill Research since the 1900s.
Tuesday, March 22, 2011
Two stories...
1. Legend has never had a typo ... KETRON
2. Sometimes nothing can stop them... signature
Tuesday, March 22, 2011
The World’s Most Expensive Dog
Tuesday, March 22, 2011
Tuesday, March 22, 2011