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Archive for March, 2010

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About the writer:nbsp;nbsp;Rodell Futch working with the Universal Principles in the area of Personal Development and Wealth Creation to discover and reveal Your Human Potential. Since 2005 Rodell Futch have been working as affiliates in different companies have earned and also lost lots of money and made all the mistakes a person can make.

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Majority To Minority

The year was 1999. The place: Texas. You couldnt turn on the TV or walk by a newsstand without seeing a certain male Hispanic singers face. Everyone was Livin La Vida Loca or knew someone who wanted to be.

Everyone that is except my hayseed 40 yearold agency Creative Director.

Whos Ricky Martin? he asked.

I realized that theres a bigger issue facing our business than just staying in touch with trends. Were in the middle of a seismic cultural shift.

Youve heard it all beforethe face of America is changing blah blah blah. A report just came out saying that Hispanics now represent Americas largest minority group. And advertisers know they spend lots of money.

But our industry still faces a major problem adjusting to demographic shifts. Advertising and Corporate America in general remains largely in the control of middleaged white guys or other conservative people who act like middleaged white guys.

Will the faces in the ad biz ever really reflect America? Will the faces of our clients?

For all the talk of the need for diversity and onetoone marketing advertising lumps people into groups. Demographics psychographics target audiences whatever youd like to call it we dont have a grasp on the wideranging makeup of our audiences.

Once again it comes down to cash.

If your client only has the money for one TV spot or one photograph in a print ad what are the odds theyll want to choose a really fat Tanzanian lesbian couple to portray their typical consumers? You can tell Im really not trying to offend anyonemy readership is really low among fat Tanzanian lesbians.

Most likely clients who need to use people in their ads gravitate toward using a pseudodiverse looking crowd shotwith at least one AfricanAmerican one white one Hispanic and one Asian. Or even better a few who look ethnically vague.

When I see these types of ads I automatically imagine the conversations held during the casting sessionswhere everyone expresses the need to cover all the possible ethnic bases. I bet you can too.

Inevitably though the efforts look hollow. The reality is we will never truly treat consumers as individuals in our efforts to reach them. It simply costs too much to create a dialogue thats uniquely relevant to each consumer.

So we target just enough different groups to make it cost effective. But even when large clients parcel out portions of their accounts to socalled minority agencies the creative that gets produced may differ widely from the general market creative. Segmenting the messages conflicts with the widely held notion that all communications related to a brands need to reflect a singular tone and vision. Ultimately it may hurt the brand.

But advertising will have to find in both the people entering the industry and the work we produce an effective way to stay culturally relevant manage accounts with everchanging audiences and still remain profitable.

Im not sure white guys like me will be up to the task. Im not middleaged but I feel the creep of cultural ignorance starting to wash over my brain which may affect my future in the business.

Ill leave you with one example.

As a writer the gradual incorporation of hiphop language into everyday media is not something I can ignore for long. 20 years ago such language was not considered appropriate English.

Now I might have to start writing killuh adz 2 B successful in da biz.

And doesnt that make me sound really white?

About the writer:nbsp;nbsp;Branding. Religion. Censorship. Office politics. Global politics. Sexual politics. And getting drunk during a job interview.
Since 2002 Danny G. a.k.a. Dan Goldgeier has been writing the most provocative advertising columns ever published. They’re all witty thoughtful and probing and a must read for those who want a perspective rarely seen in traditional industry publications.
An Atlantabased copywriter and ad school graduate Dan has worked at shops big and small. He reads incessantly about advertising and is a whiz at rock roll trivia. Learn more about him by visiting his copywriting website or AdColumnist.com the View From The Cheap Seats Archive website. You may also find articles by Danny G at TalentZoo.com.

How To Measure The Impact Of Direct Mail Campaigns

It appears to be a common trend nowadays to say that direct mail campaigns are dead. The development of the Internet has certainly left many more avenues of marketing open but those who suggest direct mailing is dead simply are not implementing their campaign efficiently.

Direct mail campaigns are all about trial and error. Try something measure the impact if it doesn’t work try something else next time. You need to work out the best ways to reach your target market and the best way to gain a response. Having worked in a company which bases itself upon direct mail campaigns there are a number of options available.

The first and perhaps most important item to remember is control. For every mailing campaign there also needs to be a control group i.e. customers that do not receive the mail. It is then quite easy to measure whether or not the mailing is having an impact or if those who did not receive a mailing are responding anyway. By comparing the two groups it is relatively straightforward to see whether the mailing campaign has produced any significant effect on your profit margins. For example the group who were mailed may have showed no noteworthy increase in spend compared to the control group meaning that the campaign will need to be thought through.

Secondly direct mailing campaigns need to be tracked on a month by month basis. For example if a customer is part of your campaign in January and showed an increased spend because of this how much are they still spending in October? Does your mailing campaign have longevity. Between these times it is more than likely that you would have launched further campaigns which have temporarily increased spend again. It is vital that customers are constantly made to be aware of your company. This to not to say that they need to be bombarded with mail but simply be kept uptodate with special offers or big news from your industry. The more they see your name the more likely they are to recall it when they do need something.

Thirdly all customers who are to be included in your campaign need to be split up into adequate groups. It is quite unlikely that you will want to send the same sort of mailing to someone who spent with you last month and someone who spent a year ago for example. Perhaps you will want to send those who haven’t spent for a year some kind of offer like 10 off whereas those who spent recently don’t require an offer but just the latest products on offer.

Naturally all customers like to receive discounts and these can differ depending on your company. You could offer a percentage off a monetary value free delivery of goods or a free gift for example.

Another good idea is to target specific postal areas. You could try saturating a postal area a little further away from the company base who have possibly not heard of the company before. If this is successful you can then perhaps try other areas. There are also a number of companies who can produce lists of certain demographics which are available for purchase. For example if you are a wholesaler of ironmongery you might want a list of all construction firms within 100 miles of you. These lists will take you instantly to your target market.

An obvious way to measure the success of campaigns is to ask the customers. Wherever possible ask them how they heard about the company. Get them to fill in feedback forms saying what they believe to be both positive and negative about the company. They will soon let you know if they don’t like to be mailed!

These are the basic ideas to any direct mailing campaign but the best way to learn is through experience. The more campaigns you run the more proficient you will become and the better results will follow.

For further articles like this please visit my website. Click my name at the top of this page

About the writer:  I’m a 24 year old University graduate in Business Management with Marketing and PsychoSocial Studies. I write articles in my spare time on numerous subjects many based around my areas of expertise which are Computing Business Marketing and Current Events. Please visit my website at http://thechapview.blogspot.com