If you could target a television commercial to a specific demographic or psychographic group, paying for targeted rather than broad reach, would you be interested? Well, you should probably start thinking about that. As discussed in AdAge’s recent article, “Car Ads That Are Served Just to Car Buyers” this advance in technology is already being tested by Comcast Spotlight.  The response has been very positive, with a general feeling that this will be the way of the future.

Given the mass amount of information and data that is being accumulated on households and people online, it is no surprise that television, which is now basically another digital medium, is going to leverage similar technology in order to remain effective.  It’s also little surprise that Comcast is the first to test such targeting.  As the largest Cable provider in the world, one of Comcast’s primary interest is in making sure that television advertising remains effective—and to do so, it must be much smarter.  DVRs and the fragmentation of media only make this “work smarter, not harder” approach that much more important. In the next few years, there is no question that this technology will become more prevalent and mandatory. In fact, when watching TV is no longer just an act of sitting on the couch with the remote, but rather one of watching a program on a TV, computer or mobile phone, this technology becomes indispensible—and Comcast is poised to be at the forefront of it.

Its little secret that marketing and advertising are more effective when combined with great data and the right technology. With the evolution of television technology we are getting closer to using great data in what has traditionally always been a mass-reach vehicle, which in turn is going to drive better results for advertisers.   We are excited for the changes that are coming and can’t wait to test it with our clients.  

Microsoft launched their Windows Phone 7 platform last week in Barcelona, Spain, and if what they showed is any indication, they are playing for keeps. Windows Mobile currently ranks 3^rd behind Research in Motion’s (RIM) Blackberry and Apple’s iPhone. However, with the release of the new Windows Phone platform there is widespread speculation that Microsoft can take back the number two spot from Apple.

Microsoft has a stronger position over Apple when it comes to the adoption of technology, simply because the majority of businesses use Microsoft products, including Microsoft Exchange. It is easier for businesses—and ultimately their employees—to adopt software that is compatible with their current systems. The problem for Microsoft when it comes to mobile phones has always been that their user interfaces have not been as easy to navigate as others, like Apple’s iPhone, which revolutionized mobile interfaces. However, Microsoft has realized the importance of mobile in the company’s future and rebuilt the platform from the ground up. Focusing on integration with social networking, Xbox and its Zune music player, Windows Phone 7 has the trappings of being a real player, even possibly on par with Apple’s iPhone.  All this being said, until we actually get to play with it and use it we won’t know for certain… but we’re excited to try it, and once we do, we’ll let you know what we think.

While the jury is still out on whether the Apple iPad will be the device Steve Jobs says it will be, it is no doubt opening the door to how we all view our everyday media.  Up until now, online advertising has lived buried inside banners around news articles. Traditional media such as newspapers have attempted to transition its audience with online subscriptions, with advertising again limited to banner ads or pop ups to attract the reader.  But with the potential of the iPad, it is now bringing news – and inevitably advertising – right at our fingertips.

One publisher has already displayed what it is capable of, and it could very well be the breakthrough device for advertising and marketing.  Wired Magazine recently displayed what it could (and probably will) look like on Apple’s device, and it looks pretty promising.

Wired is bringing a new way to engage the reader for their articles, while at the same time bring a fresh and exciting way for advertisers to appeal to its audience.  While scanning through a magazine, they showed how a product, in this case the 2010 Chevrolet Camaro, could be shown 360 degrees with the point of a finger, being immersed in the ad with natural hand gestures.  No longer a flat world, advertising can accomplish so much more in one centralized location – full interactivity with video, animations and supporting content without every having to leave an ad. 

With the Olympics in full swing and millions of people watching Olympic athletes achieve their dreams of winning gold, there’s something else they’re winning–endorsements.  Athletes train for years to make it to the Olympics, dreaming of bringing home the gold.  Winning a medal brings a great sense of pride and accomplishment for an athlete and it can also bring piles of cash from big companies looking for heroes to stand behind their brands.

Let’s take snowboarder Shaun White. Back at the 2006 Winter Olympics, the world watched as White shredded the half pipe bringing home his first gold medal and becoming the face of the sport practically overnight. Not only does he have what it takes to be an incredible snowboarder, he also has what it takes to be an icon. With his mop of red hair and casual charisma there’s no mistaking him. That’s why brands like Oakley, Burton, Red Bull, HP, Ubisoft and mainstream giant Target have all reached out to him, signing deals in the millions. But Shaun White is no sell-out.  He’s known to be very cautious with who he signs with, aligning himself with brands he truly believes in. Being a brand ambassador may sound easy, but it isn’t.  White works hard at being selective.

Take Target for example. The reason White opted for the retail giant over the smaller indie brand, Volcom, was simple: freedom. Like the freedom to create and design a special line of clothing from the ground up.  And the list goes on and on.   From Oakley signature sunglasses to the development of his first video game, White plays a big role when he attaches his name to a product.  But he won’t partner with just anyone willing to write him a check.  He only works with brands he personally connects with. Why? Because at some point in Shaun’s career he himself became a brand and whomever he partners with reflects back on him.

It will be interesting to see where Shaun goes next.  Winning his second gold medal in Vancouver this past week will open a whole new set of opportunities.  With his innovative spirit on and off the mountain, I’m sure we’ll be seeing the Shaun White brand evolve. Until then…ride on.

Right now, in the deep freeze of winter you can almost hear event marketers revving their engines, and making preparations for the 2010 warm weather season. There are certain iconic Long Island events that have special meaning to us all. It really seems like summer kicks off with a three day Air Show at Jones Beach, continues with that Strawberry Festival on the North Fork in June and the annual Fireworks Show also at Jones Beach. Then it’s vacation time, ending with Festivals around Labor Day in West Sayville, Brentwood and Captree State Park, as we roll into fall events like the Oyster Festival and the Fall Festival. Long Islanders show an enduring love for gathering together, and of course the terrific food we’re famous for! They come in droves and thoroughly enjoy themselves, riding the rides, petting the animals, buying the crafts and eating!

It’s the perfect atmosphere to introduce or re-connect your product or service with all those consumers. Your presence in a non-commercial, family fun atmosphere is a friendly way to create or maintain top-of-mind awareness, win the customer loyalty battle and begin or continue a one-on-one dialogue with thousands of event patron/consumers, and make that all important connection to what really interests them right where they live.

As EGC’s president, Ernie Canadeo said recently in Marketing & Media in the Great Beyond -2010 +

 “Event marketing will continue to be an effective way of connecting with consumers in a personal way, and the use of brand ambassadors [event staffers] at events will be on the rise.”

In 2010, businesses will need every opportunity to prove themselves worthy of the consumers’ loyalty and their increasingly hard won dollar. Being intrinsically linked to an exciting, pleasurable experience benefiting the community’s non-profits is a terrific platform for any company to speak from. Hearts and minds are there to be won. Arrange to make your statement to the customer live at an event.

EGC was lucky enough to attend 2010 CES Consumer Electronics Show in Las Vegas. It’s always an amazing experience, and this year absolutely beat the previous year in innovation. We’ve recapped the best trends and what they mean to you.

Connect: this is not just the EGC mantra but it was the theme of the entire CES experience. Virtually every company had ways that their products enabled you to be connected, in new ways, all the time. The TV guys introduced TV’s that have expanded internet capability and the ability to support programs like Skype. The auto guys introduced new mobile apps for an enhanced driving experience. Ford Sync introduced apps that support applications like Twitter. Fiat introduced a program that mimics Nike Plus, allowing you to have a better driving experience by giving tips on fuel efficiency, driving tips, etc. All of this caused a bit of a controversy, as how much should one really do in the car? (Ironically, there was a neighboring booth for TextBlocker, which parents can buy to disable texting/email functions on their teens phones once in a moving vehicle.) Sony introduced a Bloggie camera that allows you to edit photos and content in new ways. We saw a demo on this, and it will truly replace the Flip or any other digital camera for bloggers and content creators. In our opinion it was one of the most notable products at CES. This light video camera includes image-stablization technology, a 360 degree lens and software that allows you to quickly and easily upload content to social networking apps. What does this mean to advertisers? Embrace the next levels of social media and consumer generated conversation about your brand, because the tools are out there to make them even more available to the consumer and to make the process of content development and sharing easier for you.

3D – The box office success of 3D movies like Avatar has fueled the interest in the CES release of home 3D TV’s. This was where the major TV players invested the most money and booth real estate and was certainly the biggest deal at CES. Panasonic had made the hugest investment in 3D and did the best job visually presenting it at the show. Samsung won, in our opinion, for best trade show experience, promoting the thinness of their screens and displayed multiple-screen use in gaming, trading, and sports viewing. Despite the splash at CES, 3D technology will most not likely be in most consumers homes for several years. Setting aside the cost of the equipment and the need to wear 3D glasses to experience it, there aren’t many home 3D formats available. Two 3D cable companies so far have committed to 3D content. One is ESPN, who agreed to film 80 3D sports events in 2010.

Tablets and eReaders – All dominated CES. While eReaders as a whole had somewhat of a slow start, many predict the use to increase in 2010 and Kindle currently has the bulk of the market share. Plastic Logic Que, Spring Design’s Alex, and the Skiff all made a debut of eReaders at CES with new functionalities that included writing capabilities, the ability to work with Microsoft Office, multi-screens and more. While the world awaits Apple’s release of their tablet, Microsoft CEO Steve Balmer announced their tablet, built by HP, at the keynote address. “The emerging category of PCs should take advantage of the touch and portability capabilities.” If these tablets are truly adopted by consumers, it will affect the way we design and build interactive experiences.

Differentiation – all of the major brands are competing for fewer dollars from fewer and smarter customers. Many did a good job of introducing new key differences to existing products. They also found different ways to market. Polaroid hired Lady Gaga as Creative Director and brought her out to the booth Friday (her brief appearance drew the largest media attention at the show.). Samsung introduced an ultra-cool transparent screen (similar to those seen in Avatar) which is still in R&D, which they added to their existing laptop. As marketers, we all need to continue to differentiate our brand, product and service to attract the ever-changing consumer.

Green – All of the major brands realize that it’s not about just marketing, but it’s about true commitment to sustainability in product development. Panasonic released LED Light Bulbs with a 19 year life span. Home energy monitoring screens were introduced where you can control of your home’s energy use and efficiency. Sony introduced a new VAIO laptop, where 23% percent of it is made from recycled CD’s. CES in general also went paperless, with little notebooks handed out in the press room and most information exchanged digitally. Green marketing can’t be just lip service anymore, and must show tangible environmental benefits.

Women and Tech: Women represent $ 20 trillion in purchasing power, and CES dedicated a larger portion than years previous of events and products to women and multi-tasking Moms. From bluetooth headsets that allow Moms to sync automatically to both their landlines/cell phones, to thermometers that scan a baby’s temperature just through a beam of light, these products solve many modern day problems  Our client, Brother International, participated in Mommy Tech, which was an entire CES section dedicated to Moms and the products that make their lives easier. They received lots of attention from media outlets like CBS and NBC, showing how sewing has gone high-tech with touch screens and built-in cameras.

All and all it was a great show. Check back soon when we’ll have photos from the show, clips from press coverage we received, and more.

By Ernie Canadeo

As the ground continues to shift under our feet, advertisers, agencies, and the media have learned that we must continuously monitor and reevaluate how to best reach customers using new methods and metrics, how to redefine our business models to remain financially viable, and how to insure we do not become obsolete by reinventing ourselves almost daily as the consumer takes over on their own terms.
If you haven’t done those things, you can stop reading because it’s probably too late to start now.  The good news is there is a tremendous opportunity to break new ground, take advantage of educated consumers and introduce them to the wonderful brands we are responsible for in ways we never dreamed possible just a few years ago.
So here’s what I predict for the future of media.

Social media. Increasingly growing in its importance to your brand. Of course your company has a Facebook page, Twitter and Linked In accounts, and you’ve totally revamped your website within the past year to take advantage of new technology and the integration of social media. If you didn’t, call me, now, and we’ll try to save you.  Entire books have been written about social media, and most are already obsolete, as this blog will be in a few hours. So don’t expect to have someone teach you; engage yourself, live it, everyday. Interact with your consumers. Many of us have integrated traditional PR tactics with social media to speak to consumers in cost effective ways.  Regardless of who you are in your company’s hierarchy, you can make a difference to your company’s success by using social media.

Is Traditional Media Dead? Well, not dead but many are gasping for breath.
Newspapers have taken the biggest hit, and with the exception of the Wall Street Journal (still the world’s greatest newspaper) will continue to show circulation declines and subsequently less advertisers and lower advertising rates. They will all start charging for online content in one way or another but will never see the revenue they previously enjoyed. So prepare to see more cuts in staff and use of national wires for content. Not pretty, but the smart ones will adapt and survive.
Radio will be used as a promotional vehicle, with great live appeal and ability to generate immediate response. As the automobile industry comes back, radio will see the most immediate bump.
Cable television revenue will continue to grow because of its ability to target its audience. Broadcast television will have less viewers but still command premium rates because there is still no better way to brand a product or reach that audience mass. Look for “live” TV commercials, harking back to the 1950’s and 60’s, and for split screens, with content on one side and a commercial on the other to avoid DVR zapping.   Cable news will dominate television news, as broadcast news becomes obsolete; it’s only a matter of time until it finally goes away, as will the concept of “broadcast tv”. It’s all wired or satellite. Ask your kids.
Outdoor (including digital signage) and alternative media will continue to have a niche and a place in a marketing plan for their ability to target locally.

Event marketing will continue to be an effective way of connecting with consumers in a personal way, and the use of brand ambassadors at events will be on the rise.

Digital media. As Wi-Fi becomes ubiquitous, as hand held devices (I still can’t believe what my iPhone can do) replace every other piece of technology man and God created, as people get more comfortable giving their personal information in return for ads and content that they want to see, the digital media possibilities have no boundaries. Those of us who became marketers because we hated math will have to contend with new metrics and ROI when evaluating a marketing plan. Not that that’s a bad thing. And although no one has really figured out mobile marketing yet, it’s coming and it will be huge. Yes, it’s all going to be about digital media; everything else will support digital.

So what about creative? Be prepared to see more TV commercials made on the cheap as advertisers look to cut costs and try to connect with consumers who see the world through their iPhone. Look for an increase in “feel good” advertising,  and a reluctance to use spokespeople for sports marketing (I wonder why). Advertisers will sponsor entire teams, leagues and events instead of individuals. Get ready to see more employees used as pitch people, showing enthusiasm for the brand, like Best Buy is doing with their Blue Shirts. Consumers trust other consumers. So our advertising must communicate with them, not sell them.
So my crystal ball says that there will still be great creative and more effective ways of reaching the consumer that will make our careers more exciting and fulfilling than ever. And the brands and clients we work for love us even more.
Happy New Year.

As the holiday shopping season draws to a close, many store front retailers have likely become acquainted with a new kind of customer who is here to stay—the mobile phone web-enabled customer (MPWEC).

Often unassuming as (s)he walks into the store, the MPWEC may have been, to the unprepared retailer, the holiday season’s worst nightmare.  Not only does this customer know exactly what they are looking for (great, right?!), but the customer also knows—and is prepared to show you on their mobile device—just what price they can get the item for elsewhere.  This customer is looking to bargain.  Pay the asking price?  Not this customer.

So what is a retailer to do? Cave to every customer with a mobile phone who wants to make a deal?  Not always.  Below is a list of tips for retailers to consider when dealing with the MPWEC.

KNOW YOUR MARGIN—When a customer flashes the item (and price thereof) of their desire at you on their phone, be prepared to know if you can match the competitive price and still turn a profit.  If you can’t, be honest with the customer about how far you can discount without taking a loss.

KNOW WHICH ONLINE RETAILERS ARE LEGITIMATE—As a MPWEC myself, I recently encountered a jewelry retailer who refused to match my mobile phone price because the discounted price was offered by a non-authorized reseller of the product I was looking to buy.  The online retailer could not offer the guarantee of authenticity the store front retailer could—and the jeweler felt strongly I should pay a premium for that, or take my own chance with the non-authorized seller.  There are a lot of deep discounting websites out there.  As a retailer, make sure you know the popular ones for your industry and determine who is selling real product and who may be selling knock offs or past season merchandise (and trying to pass it off as this season’s!).  There is no reason to match these prices—and make sure you let your customer know they are taking a risk by buying from them.

REMEMBER- YOU PROVIDE INSTANT GRATIFICATION THE ONLINE RETAILER CAN’T—Often times your MPWEC threatening to walk out of your store and buy the product online doesn’t really want to do that—they want the instant gratification of having the item in their hands NOW—or they wouldn’t have bothered to come in your store so prepared to bargain.  Use this as leverage.  Remind the customer that they likely have to pay shipping fees if they buy online—which you should be able to collect as part of the purchase price for them the buy with you—and that they will have to wait if they order online.  You may find that many customers are willing to pay a little more than the advertised online price to see and feel their product and get it now.

ACCEPT THE NEW REALITY AND BE PREPARED—Gone are the days when the price in the store was the price, even for the big box retailers.  I recently watched a MPWEC negotiate with the store manager at a big box retailer.  The MPWEC walked away with a significant discount.  Knowing how retailers like that work, I have to assume this big box is prepared for MPWECs and has authorized their store managers to extend some kind of discount to the truly aggressive ones, or the ones with legitimate competitive pricing (ie- from a major store front competitor).  No one wants to lose a sale, or more importantly, a long-term customer who may make more purchases with their retailer of choice in the future.

COMPETE YOURSELF—Remember, MPWEC customers aren’t just in your store looking for a bargain.  They are certainly at your competitors’ stores doing the same.  To this end, it’s critical that you have a website which advertises your best available pricing—and that the site be mobile phone-friendly.  For more information on how EGC can help develop a mobile friendly-site for your business, contact EGC Digital today.  

There have been so many conversations lately about the change of media, the decline of traditional media, the rise of new media. But one key phrase that we’ve been talking a lot about here is “Everything is Media.” The conversation started at a recent AAAA’s seminar, but it has stuck with us and has influenced our clients’ strategies.

There’s no question that the large traditional media companies have dropped off or changed over the past few years. However, the concept of media is still alive, but it does not apply only to paid advertising. Your Facebook friends are sharing brand experiences with their Facebook friends, essentially making customers a form of media. That beautiful packaging that you’ve held onto for your new watch, that created a brand experience, making it another form of media. The customer service (or lack of) you received after the sale, well that’s going to be what causes you to refer, blog, rate or review, essentially making the entire post-sale effort from a brand a form of media. Essentially, all conversations around your brand are out there and live, and they have become the trusted media for potential brand-switchers.

“Everything is Media” thinking changes the way we as an agency think about a clients brand planning. It means that we have to make sure that the brand delivers on a brand promise, otherwise word will be out there in the new form of media. It also means that we are helping companies with the post-sale process, as it’s what the customer is going to be talking about online.

When the plan is right, the traditional media communicates the big brand idea, gets customers excited, gets them to purchase and gets them engaged online. So, traditional branding connects to internal branding connects to social media. Yes, Connecting Everything is what EGC is about.  

There was a great blog post on AdAge about Social Media. Unlike so many other things you read about Social Media, this post was more about the things that social media can’t do. Those things include:

You can read more of the post if you like, but I’ll break down the important point that all marketers and business owners really need to know: Social Media is not something that just happens. With social media you can’t just put up a page and expect it to work and be viral. You need to have a strategy and you actually have to work at it. You can’t expect results overnight—and if you do, you’ll likely be disappointed. As with any other marketing tactic, you need to work at it, optimize it, refine it… because successful Social Media that makes a real impact is not something that just happens on its own.
Just as important, remember that Social Media should be a part of a larger marketing strategy. A compliment, not a replacement. In fact, Social Media should make your overall marketing plan more effective because it provides a direct link to your customers and allows you to engage with them. However, don’t mistake this direct connection as a silver bullet or “cure all.” It won’t make you the best thing since sliced bread in a week. While Social Media will allow you to speak to, connect with and learn from your customers, it is still a marketing tactic that needs to be executed properly, and as part of a larger integrated plan. And remember, it does have its limitations.