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October 16, 2024

Advertiser’s Survival Guide for the Final Weeks of Political Ads

By now, you’ve already heard that 2024 election spending is on track to be a record-breaker. The question is how much more can competing advertisers expect? And more importantly, what they can do to stand out. Three key facts about the remaining political ad spend. $569 million worth of ad time booked is already booked from October 1 through the election.* 86% of that remaining ad spend will focus on the 7 battleground states of Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania, and Wisconsin.* Pennsylvania has a chance at seeing the largest ad spend, including Senate GOP candidates. *Source: CNN What advertisers can do to survive the final rush of political clutter. While making a drastic decision to wait out the rest of the election season is an option, there are plenty of better ways to make intelligent use of your marketing resources. Consider these top 5 options: Look beyond overcrowded channels: While traditional...

September 4, 2024

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by Patricia Uhrich

GEN Y: OUR BIGGEST & BADDEST GENERATION

In our continuing series on generational marketing, we’re moving down the timeline from Gen Z to Gen Y. Among the media and marketing worlds, the two generations are often lumped together for their similarities. Both are associated with a prominent tendency to shop online and through social channels. That’s also where they get their news and entertainment. Gen Y and Gen Z are also lumped together for their world view and politics. According to a report from the Centre for the Future of Democracy at the University of Cambridge, they are more disillusioned with democratic politics than Generation X or baby boomers were at the same stage of life. That comes as no surprise in the U.S. where the presidential and congressional seats are filled with Boomers. Time will tell if this election cycle changes any of that. How Gen Y differs from generations before and after They’re the biggest: Generation Y/Millennials, born...

May 16, 2024

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by Patricia Uhrich

GEN Z’s Rapid Economic Recovery: What You Need to Know

As the college class of ’24 launches their mortar boards into the air, they should be celebrating more than academic achievement. They navigated the social and educational perils of COVID 19 and came out of it with unrivaled economic success. According to CNN, the unemployment rate for recent college grads ages of 21 to 24 has recovered more than 2.5 times faster than after the Great Recession of the late 2000s. Better still, fewer of them are underemployed compared to Gen Y, which bodes well for their economic success and the marketers who have goods and services to sell to them. SOURCE: Economic Policy Institute Gen Z from A to …uh… Z Born between 1997 and 2012, Gen Z, along with the tail end of Gen Y, share some defining traits that should shape how we marketers approach them. Here are our top 5: Behold THE mobile tech generation: Gen Zers knew how to...

April 2, 2024

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by Bill Rogers

2024 Solar Eclipse Spotlights the Value of Event Marketing

On April 8th, this writer will be taking part in a momentous astronomical event that’s proving to be an equally massive marketing event. According to Forbes, the Total Solar Eclipse could generate $1 billion boost in consumer spending on hotels, flights and rental cars to food, gas, special events and souvenirs. Along a 115-mile-wide path stretching from Maine to Texas, cities and travel companies are luring millions of potential visitors with special packages and watch parties. Major brands are cashing in on the rare event, too. Sun chips, for example, is promoting a chance to win a limited-edition eclipse-themed flavor (pineapple habanero and black bean spicy gouda) and solar eclipse swag bag only during the eclipse. What’s so hot about event-driven marketing? First and foremost, the majority of consumers love a good party. Business insider recently reported that American consumers have mostly moved on from the pandemic and are spending more on experiences than...

January 10, 2024

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by Patricia Uhrich

Does direct mail have a powerful role in your 2024 marketing mix?

Here are 5 reasons it should. In a world of ad blockers and spam folders, direct mail feels like a safe haven for marketers and consumers alike. Even new brands are turning to direct mail to make a larger impact on key audiences. In a USPS survey, 72% of Gen Z respondents said they're "excited to discover what the mail brings every day." Let’s hit the pause button on the AI and social media hype and rediscover the power of direct mail. You may want to reshuffle the marketing mix for your 2024 campaigns. Reason #1: High Open Rates. According to Earthweb, the average person receives 100 to 120 emails per day with an open rate of between 20 and 40%. On the other hand, people in the U.S. receive an average of just 2 pieces of marketing mail per day. The Association of National Advertisers reports that up to 90% of direct mail gets...

November 27, 2023

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by Patricia Uhrich

Why Holiday Giving Is Good Business #GivingTuesday #HolidayGiving

Amid the holiday madness and crass consumerism, a message of charitable giving is a welcome break. Whether it’s a simple round-up for charity or company-wide philanthropic campaign, small businesses and large corporations alike are finding value in having a larger purpose. Even if it’s driven by greed or narcissism, the act of giving is good! Benefiting society is important to business because it meshes with what consumers want. Based on a recent survey by global consultancy Bain & Company, environmental, social, and corporate governance (ESG) has become a top-three key purchasing criterion for more than half of consumers! As a result, companies who score highest in ESG are enjoying 5X revenue growth compared to those who score badly. How are consumer businesses sharing the wealth this holiday season? With the Black Friday, Cyber Monday and Giving Tuesday season here, keep an eye out for campaigns with a philanthropic spin. Here’s a sampling of...

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