The Power of Measured Media

mismatched shoesThere’s a reason advertising rates are radically different for different media partners. The short answer is: “Not all media are equal.” The longer answer lies in the term: Measured Media.

Measured media, by definition, is exactly what it says. But measurements vary widely. The first rule in paying for media is to make sure it’s measured. The second rule is to determine if the measurement is credible — done by a third party resource, or auditor. Media that is audited can prove through outside resources the claims they make on reach and demographics. Then, since you know what you’re paying for, the cost to affiliate with these legitimate outlets is also usually higher, but definitely more valuable.

It is true that there is no such thing as a free lunch and also true that cheap lunches can get you food poisoning. The same is true in advertising. Free media means it has no value. If someone is giving you a spot for free, you know they couldn’t sell the spot. If they could have, they would have. This is particularly true in broadcast with a set 24-hour cycle and a set amount of spots to offer.  Morning drive programs in radio, for instance, are very popular and filled with paid spots because of their proven reach. Discounted or free ads, as a result, rarely if ever run during morning drive time. Free spots are commonly run in the wee morning hours and on weekends when paying customers won’t pay for the radically reduced reach, listenership, or viewers.

With measured media, measurements vary by type of media. Outdoor billlboards use traffic numbers called DECs, or daily effective circulation, provided by the Traffic Audit Bureau. The numbers tell you how many cars are likely to pass a billboard, but not how many people actually see the ad. The measurements are credible and allow a buyer to value one billboard over another. News in print is measured by Scarborough, broadcast stations are measured by Nielson or Arbitron, and online sites are generally  measured either by  Comscore , Alexa or Google Analytics. These third party research agencies are reliable and stake their reputations on being unbiased, although they can’t always be used to measure one type of media against another.

Social media historically had no measurements except followers or likes, which did not measure anything but one-time popularity. As it gets more sophisticated, especially in terms of taking advertiser dollars, the Facebooks of the world are providing metrics, but unlike with other measured media, their measurements are their own. By definition, it makes the numbers worthy of some skepticism.

So if you’re considering a discount coupon on the back of a grocery receipt or a Facebook ad, know that you are getting what you pay for. In the first instance, you have no idea how many people actually see or care about your ad. You only know how many times it was printed out by the register. With Facebook, you get more refined demographic reach, but again have to rely on Facebook’s word, not a third-party provider, that you received the impressions you wanted. Neither are measured media, just media with a measurement. There’s a huge difference.

The Walk-Away:  In advertising as in everything else in life, you get what you pay for. It ‘s the reason a Superbowl ad costs millions, Facebook ads are close to free and there are all levels of media costs in between. Make sure you’re buying media by what you need and not just by what it costs, or you could end up with a bargain that’s really no bargain at all.

Six Types of Ads for Effective Marketing

group legs 45363100How do you know if an ad works? If your only answer is “by sales,” then you’re missing the point of most advertising and are likely shorting yourself on the full marketing power ads can bring to your marketing mix. Here are 6 of the more common categories of ads and how they might work for you:

1. Image Ads – Used to make your brand top of mind for key audiences. By definition, these tend to be larger-sized ads, beautiful, well-designed with little writing but a big message, because they are geared to create an “image.” They are generally done by large brands, but should not be ignored by smaller retailers and brands. If possible, co-op dollars can be used to help promote image ads locally.

2. Traffic Drivers – Also frequently considered loss leader ads. These are used to get customers into a store enticed by a great bargain. The upselling and real potential sales come after the customer is at your site. Inserts and sales circulars are generally traffic driver ads.

3. Impulse Sales – Used to create demand for a product that may be unknown to a consumer. It’s a type of traffic driver, but unlike the loss leader can be for a high-end item such as the iPad mini or Google Nexus tablet during the holiday season. A key point of an impulse sale ad is “limited time” or “limited inventory.”  Mobile ads are generally impulse sale ads, but print and online display ads can create impulse as well.

4. Foundational Positioning Ads – These are used to differentiate you from the competition and introduce you to new customers. Grand Opening ads if done well can be positioning ads, creating a foundation for letting the consumer know who you are and why you are worth a try. These types of ads can and should be run in some periodic schedule so your value proposition is clear at all times. Portions of a foundational ad can be included in other ads, and frequently summarized are seen as tag lines, but a true foundational ad tends to be larger and provide proof of performance or positioning.

5. Good Neighbor Ads – In a sense, they are a type of foundational ad, but with a very specific purpose of proving your involvement and commitment to the community. They are distinctly separate from sales and can be sponsorship ads of charitable organizations, or “hats off” ads to local service providers. They only ring true if done outside of any disaster PR efforts. For instance, BP ads for the Gulf Coast are not Good Neighbor Ads. They are mia culpa ads used to regain some lost reputation. Good Neighbor ads are truly philanthropic and in line with a company’s mission or local commitment to a cause. They create affinity for like-minded consumers, but have no sales initiative.

6. Employee Motivational Ads – Many company’s say employees are their greatest asset, and way too few take out ads to let the world know how much they value their employees. These can include service award ads, welcome our new employee ads, honor our high service level employee ads. It’s hard to measure the goodwill they create, but they are usually framed and pinned to employee’s walls to show how much the external publicity is valued internally.

All ads, by definition, are Engagement Ads . They should make people want to be affiliated or involved with your brand, product or service to some degree or another. But, they are not all geared toward an instant or short-term sales.

The Walk-away: Ultimately every business needs sales to stay in business, but different ads serve different purposes. Each is a worthwhile investment if you are clear on your goals and are measuring results accordingly.

The Public Relations Value in Disaster Recovery

This past Sunday, the ACHLA sponsored a walk to highlight the vibrancy of the Atlantic City boardwalk post Sandy. News coverage around the nation left the impression that the boardwalk had been decimated. Nothing could be farther from the truth either in AC or OC – Ocean City. Both boardwalks are open for business. But, as Al Reis and Jack Trout noted in their now classic book Positioning: The Battle for Your Mind, once an idea takes hold it’s hard to unlodge.

That’s where the walk came in. It wasn’t to raise money. It was to raise awareness. If people stay away from Atlantic City and other boardwalk communities, the monetary damage from Sandy can be unnecessarily greater. Sandy was an Act of God. Bad PR is an Act of Mankind. Both require a concerted effort for real disaster recovery.

News coverage claims close to 600 people attended the Sunday walk. I was one of them. I can’t substantiate the number, but I can substantiate the energy on the boardwalk and the fact that almost everywhere you looked, the boardwalk was clean, undamaged, and open for business.

So when public perception is wrong, how do you go about changing it? The answer is an integrated, strong campaign. Advertising alone isn’t enough. But advertising combined with PR and a full marketing toolkit can be a powerful agent for change. PR takes spokespeople to talk to news organizations outside the area, press releases and targeted articles to travel publications and sites, and a full court press of social media and traditional media options.

And what about the Do AC ad campaign? It’s being run by some very smart people,who have already revamped to account for Sandy positioning. Their latest headline? “Nothing Can Hold Back The City Where Anything is Possible.” Why? Because, just promoting DoAC won’t work post-Sandy as no one wants to get away to someplace devastated in their minds. The key is to show, prove and entice people to see AC as it really is – and perhaps as a social responsibility for rebuilding NJ.

There’s a model out there already. It’s called Bourbon Street post Katrina. The Gulf Coast made sure to let people know it was open for business and that by visiting you were helping to rebuild New Orleans. It was almost a public duty to visit New Orleans in 2005. Emotion is a key factor in PR and advertising. Don’t be afraid to use it.

What can you do as a small business at the Jersey Shore? Use your email list to let customers know you’re open for business. Aggressively use your web site to foster sales. Post on all your social media sites with pictures to show ongoing vibrancy of your business. Entice people to help support the commercial growth of The Shore. Advertise to show you’re here to stay. Use emotion. Don’t be afraid to say Jersey Strong, or Rebuilding the Shore in your ads. It’s what people want to see happen. Show you’re a part of the fiber that makes the Jersey Shore a national treasure.

The Walk-away: Disaster happens. Don’t let it be the end of you. Stake your flag (or foot) in the sand and use advertising, PR, email, social media and every message channel open to you to encourage customers to come back sooner rather than later. Be Jersey Strong. As an aside, if your business is  a collection drop for any charity, please make sure the public knows by emailing an alert to PressitForward@PressofAc.com,  the new listing service also started on Sunday called PressItForward.

Credible Ads are Placed in Trusted Media Sources

When it comes to consumer trust, traditional media still rules the day. A digital report released this summer by Triton Digital, shows that newspapers, radio and TV each outweigh internet-only news sources in terms of trust. Reported in e-Marketer under the title “Traditional Media Still Most Trusted Sources of Info,” the article concludes … “with time and attention –and trust—still focused on traditional media, TV, radio and print are not to be neglected.”  Both Triton Digital and eMarketer are services dedicated to digital growth trends, giving the report significance as one of those “eating crow” times when digital gurus formally admit the power of print and broadcast.

In this increasingly digital world, people have frequently confused news with news delivery trends. Findings from a January Pew Research study note: “People are no longer taking one path to access news.” Consumer appetites for news today are extremely healthy, but instead of reading three newspapers as their grandfathers did, today’s consumers gather news from three or more platforms frequently including print, desktops, and mobile devices as sources for their daily news consumption.

The Pew survey also reported in e-Marketer found: “ that when seeking news, the highest percentage of consumers went directly to a news organization’s website or app, which suggests that pre-existing relationships are what drive readers to particular news outlets.” The reason boils down to trust.

A new business book,The Trust Edge,by David Horsager delves into the elements needed for businesses of any type to gain consumer trust.  Not surprisingly, he finds that  trust is not built overnight. Hence, it should be  no surprise in the higher level of consumer trust  in more established news sources who have honed their reporting skills over time.

How does this affect advertising? By affiliation, an advertiser associated with a credible media source has higher perceived “trust” value with consumers. Is it any surprise then that Google just reported it’s average cost per click has fallen by 15% compared with the same time last year?

The Walk-away: All that glitters is not gold. New devices are engaging for games and email, and also give consumers greater access to news. But when news and information is wanted over Angry Birds, consumers use those devices to find credible, trusted news sources. These landing pages are the places you should consider for ad placements, so you, too, can be found by consumers actively seeking credible resources.