Why Websites Now Ask Your Permission

The internet landscape has transformed in recent years. One noticeable change is the constant barrage of pop-up banners asking you about "cookie preferences."  This wasn't always the case. Let's delve into why websites  now seek your consent for these digital crumbs.

What are Cookies?

Before diving in, a quick refresher: Cookies are tiny data files websites store on your device. They act like memory joggers, remembering things like login details, preferred language, or items in your shopping cart. This enhances your browsing experience by streamlining future visits.

The Power of Data

However, cookies can also track your online activity across different websites, building a profile of your interests. This data is valuable to companies for various reasons:

• Targeted Advertising: Imagine seeing ads eerily similar to websites you recently visited? Cookies can track your browsing habits, allowing advertisers to target you with products or services relevant to your interests, potentially leading to more effective marketing campaigns.
• Website Improvement: Analyzing user behavior through cookies helps website owners understand how people navigate their platform. They can then optimize layouts, functionalities, and content based on user preferences.
• Personalization: Ever logged in to a website and found your preferred settings intact? Cookies remember these details, personalizing your experience.

The Rise of Privacy Concerns

As the power of cookies became evident, concerns about user privacy grew.  People questioned how extensively their data was being collected and used. This led to a shift in regulations around data collection and user consent.

A Turning Point: GDPR and E-Privacy Directive

A major turning point came with the introduction of the General Data Protection Regulation (GDPR) in the European Union (EU) in 2016. The GDPR mandated websites to obtain informed consent from users before placing non-essential cookies on their devices.  This regulation emphasized user control over their personal data.

The EU's E-Privacy Directive, implemented alongside GDPR, further emphasized transparency regarding cookie usage.  These regulations didn't just apply to EU websites; any website serving EU citizens needed to comply.

The Global Impact

The impact of GDPR resonated beyond the EU. Many countries and regions began implementing similar data protection laws, or strengthening existing ones, like the California Consumer Privacy Act (CCPA) in the US.

The New Era of Cookie Consent

To comply with these regulations, websites started implementing cookie consent banners.  These banners inform users about the types of cookies being used (often categorized as essential, functional, analytics, and advertising) and request their consent for specific categories.

Why the Complexity?

The current system might seem cumbersome, with various cookie categories and options. This is partly due to the need to be transparent about data collection and give users granular control over their privacy.

The Road Ahead

The cookie consent landscape is still evolving.  Standardization efforts are underway to streamline the user experience. Additionally, new technologies are emerging that may  offer alternative ways to track user data while respecting privacy.

In Conclusion

The rise of cookie consent banners reflects a growing emphasis on user privacy and data protection.  While it may add an extra step to your browsing experience, it empowers you to choose how your data is used online.

A Scannable History: QR Codes in Marketing

I remember using QR Codes on printed newsletters way back in the early 2010s. Then, it seemed QR codes went away. But now they're back with a vengence. I recently came across this helpful article that recapped the QR Code timeline and thought I'd put my own thoughts to the topic.

QR codes, those enigmatic black and white squares, have had a fascinating journey in marketing. From niche industrial use to ubiquitous restaurant menus, their story is one of adaptation and a perfect fit for the mobile age.

Born from Efficiency (1994): Invented in Japan by Denso Wave for the automotive industry, QR codes (Quick Response codes) aimed to streamline parts tracking. Their advantage? Holding more data than traditional barcodes and being faster to scan.

Early Stumbles (1990s-2000s):  Adoption was slow. Limited scanner availability and a lack of mobile internet hindered widespread use. QR codes found some success in magazines for redirecting readers to websites, but the barrier to entry (downloading a scanner app) remained a hurdle.

The Smartphone Revolution (2000s): The rise of camera-equipped smartphones was a game-changer. Native scanning capabilities eliminated the app download friction. Marketers saw potential: embedding coupons, linking to social media profiles, or providing access to exclusive content.

Challenges and Evolution (2010s): Despite potential, QR codes faced challenges. Often poorly designed or placed, they offered unclear value propositions.  Additionally, a lack of tracking made measuring success difficult. However, QR codes continued to evolve, with dynamic codes allowing for real-time content updates and analytics tools measuring user engagement.

The Pandemic Push (2020s): COVID-19 became an unexpected QR code champion. Restaurants used them for contactless menus, businesses promoted them for product information, and contactless payments boomed with QR code integration. The pandemic highlighted the code's ability to bridge the physical and digital worlds seamlessly.

Pros of QR Codes:

• Measurability:Track scans, understand user demographics, and gauge campaign effectiveness.
• Versatility:  Direct users to websites, landing pages, social media, coupons, or even trigger actions like adding contacts.
• Cost-effective:  Free to generate and require minimal maintenance.
• Offline to Online Bridge:  Connect physical marketing materials to the digital world seamlessly.
• Enhanced Engagement:  Interactive and dynamic content keeps users interested.

Cons of QR Codes:

• Technical Barrier: Requires a smartphone with a camera and internet access. 
• Design Dependence: Poorly designed codes can be difficult to scan or lack a clear call to action.
• Security Concerns: Malicious QR codes can redirect users to phishing sites. 
• Limited Data Display: While information-dense, displaying too much data can overwhelm users.

Factors Enabling QR Code Ubiquity:

• Smartphone Penetration: The near-universal presence of smartphones with built-in scanners is a critical factor.
• Evolving Use Cases: QR codes have proven adaptable, finding new applications across industries.
• The Rise of Contactless Interactions: The pandemic accelerated the shift toward contactless solutions, perfectly aligning with QR code functionality.

The Future of QR Codes:

QR codes are likely here to stay. As technology advances, expect even more innovative applications. Integration with augmented reality could create interactive experiences, and secure authentication methods can address security concerns. Marketers who leverage QR codes strategically, creating clear value propositions and seamless user experiences, will be well-positioned to reap the benefits of this versatile technology. 

Microwaves: A Kitchen Staple That Flies Under the Ad Radar

Microwaves are ubiquitous in modern kitchens. Yet, unlike their flashy counterparts – TVs or smartphones – you'd be hard-pressed to find a commercial dedicated solely to these countertop marvels. Why is that? Here's a breakdown of the reasons manufacturers don't advertise microwave ovens in the traditional sense:

1. Market Saturation: A Considered Purchase

Microwaves have reached a point of near-saturation in developed markets. Owning one is no longer a novelty, but a considered purchase to replace an aging model.  Advertising becomes less effective when everyone already knows microwaves exist and their basic function.  

2. Limited Innovation: A Mature Technology

Microwave technology has reached a plateau. Core functionalities like reheating and defrosting haven't changed dramatically. While features like sensor cooking and grill settings exist, they haven't revolutionized the product enough to warrant constant advertising pushes.

3. Focus on Brand Recognition, Not Specific Features

Manufacturers might advertise their brand name through broader campaigns encompassing their entire appliance range. This keeps the brand in the consumer's mind,  influencing their choice when they eventually need a new microwave.

4. Price Point: A Commodity Purchase

Microwaves are a relatively inexpensive appliance. A flashy ad campaign for a product with a smaller profit margin compared to, say, a new refrigerator, might not be the most cost-effective marketing strategy.

5. Targeting Through Retail Channels

Manufacturers often partner with retailers to promote specific microwave models. In-store displays, flyers, and targeted online ads based on browsing history might be more effective in influencing the final purchase decision at the point of sale.

Alternative Marketing Strategies

So, how do microwave manufacturers get their product noticed? Here are some alternative methods:

• Social Media Engagement: Sharing recipes and tips for using microwaves effectively can build a community and showcase the versatility of the appliance.
• Influencer Marketing: Partnering with food bloggers or chefs to create microwave-focused content can tap into a specific target audience.
• Focus on Design and Aesthetics: Modern microwaves come in various styles and finishes. Highlighting design aspects can appeal to consumers looking for a microwave that complements their kitchen.
• Technological Advancements: Though innovation might be slow, significant advancements like rapid steam cooking or smart connectivity could be potential triggers for future advertising campaigns.

The Future of Microwave Marketing

While traditional advertising might be on the backburner for now, the future of microwave marketing could involve a more targeted approach. As technology evolves and consumer preferences change, we might see campaigns focused on specific features, energy efficiency, or integration with smart home ecosystems. 

The lack of traditional microwave oven advertising stems from a combination of market saturation, mature technology, and cost considerations.  Manufacturers leverage alternative marketing strategies to stay relevant and influence buying decisions,  focusing on building brand awareness and highlighting features that resonate with specific consumer segments. 

A Look Inside the Sphere: From Visionary Project to Las Vegas Icon

I recently came across this article about a guy who was arrested after climbing to the top of the Sphere in Las Vegas.

This story is interesting in and of itself but it made me realize that the Sphere is a topic that I would have been all over back in my bloggin' days. After all, my posts about outdoor advertising in cities, how to combat ad blindness and ads on building exteriors have been some of my most viewed posts. 

So...let's write about the Sphere!

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Las Vegas, the city of dazzling lights and larger-than-life experiences, has a new marvel on its horizon: The Sphere. This behemoth isn't just another casino or hotel; it's a technologically advanced entertainment venue pushing the boundaries of live events and reshaping the landscape of outdoor advertising. 

The Sphere's story began in 2018 when the Madison Square Garden Company (now MSG Entertainment) unveiled plans for a revolutionary, spherical entertainment complex. Designed by Populous, the architectural firm behind iconic structures like Yankee Stadium, The Sphere promised an immersive experience unlike any other. 

Construction took years, culminating in the grand opening on September 29th, 2023.  This wasn't just a new venue; it was a statement piece. At a staggering 366 feet tall and 516 feet wide, The Sphere holds the title of the world's largest spherical building. But size alone doesn't tell the whole story. The true magic lies in the innovative technology woven into its very fabric.

A Beacon in the Desert: How The Sphere Redefines Outdoor Advertising

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A post shared by Alistair Charlton (@alistair_charlton)

Las Vegas has always been a pioneer in outdoor advertising. From towering casino signs to dazzling LED displays, the city thrives on visual spectacle. The Sphere takes this concept to a whole new level.  

Imagine a giant, high-definition canvas that wraps around the entire building. Now imagine that canvas coming alive with captivating visuals, synchronized with the events happening inside.  This is the power of The Sphere's exterior.  Forget static billboards; The Sphere offers a dynamic platform for brands to tell their stories in a truly immersive way.

Here's how companies can leverage this innovative advertising space:

• High-Resolution Storytelling:  The Sphere's 16,000 square foot LED display boasts an unbelievable resolution, allowing for incredibly detailed and captivating visuals.  Brands can showcase their products, services, and stories in a way that traditional billboards simply can't.
• Interactive Experiences:  The Sphere isn't just a display screen; it's an interactive platform.  Imagine a car commercial where viewers can seemingly "drive" the car around the Sphere's curved surface.  The possibilities for engagement are endless.
• Synchronized Shows:  The exterior display can be seamlessly integrated with the events happening inside The Sphere. Imagine concert visuals spilling out onto the exterior, creating a truly immersive experience for both attendees and passersby.

Beyond the Glitz: The Sphere's Impact on Las Vegas

The Sphere's impact goes beyond dazzling visuals and innovative advertising.  This entertainment giant is poised to redefine the Las Vegas experience in several ways:

• A New Generation of Entertainment:  The Sphere boasts a unique seating arrangement, where two-thirds of the interior is dedicated to the audience, and the remaining space is transformed into a massive stage. This allows for unparalleled artist freedom and the creation of truly immersive shows. 
• A Hub for Innovation: The Sphere isn't just a venue; it's a testament to cutting-edge technology.  From haptic feedback embedded in seats to high-speed internet access for every attendee, The Sphere is a platform for pushing the boundaries of live events.
• A Destination in Itself:  The Sphere's architectural marvel combined with its innovative shows is sure to become a major tourist attraction.  This will not only benefit The Sphere but also generate additional foot traffic for surrounding businesses.

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A post shared by Sphere (@spherevegas)

The Sphere has only just begun its journey, but its impact on Las Vegas and the entertainment industry as a whole is undeniable.  It's a testament to human ingenuity and a glimpse into the future of live events, forever changing the way we experience entertainment and advertising under the bright lights of Las Vegas.  

An Ad So Good You Can FEEL It

 

I've written before about my appreciation for outdoor advertisements - - see my post about observations in Dallas here and my other post about a really cool billboard. Unlike the frequency of my blog updates, that appreciation has not subsided.

I came across this article recently and it prompted me to put on my bloggin' hat for old time's sake. 

This street ad is something else. Not only is it big and bold, it features the visage of the Chris Hemsworth. 

A sweaty Chris Hemsworth.

That you can touch!

There's so much to like about this ad. It's great to see a prominant brand like Netflix refrain from leaving traditional advertising behind. Plus, it's just a really cool idea that gets people talking!

When it comes to this innovative type of advertising, Chris Hemsworth and sweat seems like a natural pairing. I would imagine bakeries or restaurants could utilize a scented ad in a similar way. 

What ideas do you have? Drop me a comment below or reach out on Twitter! 

Thanks for stopping by!

{Photo Credit}

Outdoor Advertising in Dallas, Texas

Well, well, well…it’s the second post of 2018! And it’s not even Halloween yet!

I sincerely appreciate all of you that have checked in every day* looking for a new post. I knew that I would not be a very productive blogger this year but the creative juices started flowing during a recent trip to Dallas, Texas.

I’ve written about outdoor advertising before and it has remained a topic of interest. But after spending time in downtown Dallas, I realized a few things about this medium that I hadn’t previously considered.

I saw the following things in Dallas that I wouldn’t see as much in a city like Birmingham:

• Full bus wraps (mostly occupied by Dallas attorneys) 
• Street corner kiosks – see photos below 
• Building banners (and lots of ‘em) 

These observations prompted many thoughts, which I’ll share now.

WHY DO THESE OPTIONS WORK WELL IN DALLAS?

A city the size of Dallas has a lot to offer advertisers, including multiple cultures, as reflected in the brands claiming ad space there.

The volume of people in a city the size of Dallas all but guarantees impressions will easily reach the millions, no matter the format. That’s a nice feature to mention when selling ad space.

Downtown Dallas has many tall buildings and, whether or not a building is vacant, many of them feature windowless sides. Advertisers smartly made the most of these enormous canvases – I saw banners promoting everything from trucks to colleges to video games.

The audience and inventory make outdoor advertising work so well in Dallas.

WHAT IS FACEBOOK DOING??

These window overlays from Facebook really caught my attention.

A few questions here…

1. Are these ads intended for the 7 people out there that don’t already use Facebook? 
2. Or are these ads more about rehabbing Facebook’s image after questions about their data security practices? 

WHY WAS I IN DALLAS?

I was in Dallas to attend the State of Search conference. Each year, digital advertisers attend this event to hear from the industry’s leading thinkers.

State of Search is orchestrated very well by DFWSEM, a group of like-minded people with a desire help businesses and fellow advertisers in North Texas perfect the art of digital advertising.

I was really impressed with this conference – from the location (Gilleys!) to the speakers to the food! 

FINAL THOUGHTS ON DALLAS

• Dallas, there are portions of your downtown that could serve as a film location for a Black Hawk Down remake. 
• You are a leading-edge city in terms of transportation options (trolleys, buses, Uber) but there still seems to be A LOT of civilian traffic moving through your downtown streets. 
• Some users of the pay-to-ride scooters offer humorous moments on your rougher streets and sidewalks while other users exhibit extreme bravery by riding WITH fast-moving traffic. 

Post #2 of 2018 is in the books! Should I take it up to 3? Please comment below or let me know at @Nick_Baggett.

*These people don’t exist.

What New Skills Would I Apply at Past Jobs?

The years are starting to pass faster and faster but this old dog is still learning new tricks. I'm glad to have the opportunity to constantly add new skills (while gaining a better understanding of old skills).

It seems that each time I gain a new skill, I catch myself imagining how great it would have been to have that knowledge in the past. With that in mind, here are the 3 things I know now that would have gone a long way towards helping me perform better in past roles.

UTM PARAMETERS

In the past, I conducted a lot of email campaigns and always used Google Analytics to gauge the traffic produced by the emails to my employer's website. But, that was done a very high level. I now have a better understanding of how tagged URLs (aka UTM parameters) can provide very granular details about the clicks from a button, link, image, etc.

Using a URL builder is pretty self-explanatory but there are a lot of helpful videos on YouTube that explain how these types of URLs work.

PUT THE FINISH LINE ONLINE

Because of technology limitations, the customer journey for many of my past digital campaigns did not extend beyond a visit to a website. The call-to-action in search ads or banner ads was most often something along the lines of "click for more info". I now know the value of having an online "finish line" that will enable shoppers to carry out their purchase online.  Not only does this provide a more satisfying, productive experience, it also makes it possible for marketers to report all the way to the end of the shopping journey and show the impact of the digital campaign. Which leads me to my last point...

TARGETING AND TAGGING

I learned early on about the default targeting options associated with most digital tactics - such as geographic location, gender or age. I've since learned that online targeting capabilities can go much deeper...to scary levels, actually! In more recent roles, I've benefited from more precise targeting as well as tagging digital campaigns that help monitor ad performance from the beginning to the end of campaigns. To me, targeting and tagging go hand-in-hand.

I didn't write this post to knock my former employers or harp about how limited my knowledge used to be. The fact is that I continue to learn each day and I'm thankful to all of the people that have helped me along the way.

Random Post Time

The 6-month (!!!) span between this post and my last entry correlates with a lot of activity on the home front and at work. I've also struggled finding topics to cover. I've always tried to center on advertising techniques that I find interesting or tactics that I want to learn more about. The point of this post is to bust the atrophy off my writing muscles. I'll do that by touching on a few topics that I've considered covering on this blog. Maybe I'll expound on these topics in their own posts. This post, however, scores off the Randometer charts. Sorta like this Bitmoji.

(Some friends at work introduced me to Bitmojis, which may or may not have contributed to that 6-month span.)

Sports Cards and Marketing

Growing up, baseball card collecting was a huge hobby of mine. I spent hours reading the stats on the back of cards and looking over every last detail of the photos on the front of the cards. It's hard to imagine getting so much enjoyment out of pieces of cardboard. The internet was not a thing yet so all that I learned about the hobby came from interacting with my friends. I was recently served the following ad while killing time on YouTube.



Sports cards have changed and so have the marketing efforts of card companies.

Instagram Frustration

I want to keep my Instagram profile public so I can continue embedding posts from my account. Unfortunately, some very questionable accounts have declared open season on my profile. Anyone can follow my public profile without requesting permission and boy do I attract some weirdos. I'm certain these are not actual people - they're obviously phony profiles. Each one has zero posts and zero followers but are following several hundred accounts.

I'm blocking most of these followers but if you know of a way I can fend off these weirdos while keeping my profile public, please leave me a tip in the comments!

NIKE Golf

So NIKE just announced that they will no longer manufacture golf clubs, balls or bags. They will continue to make golf shoes and apparel.

I think a lot of people share my stance on NIKE's equipment. I don't think the lack of equipment will hinder the success of their shoes and apparel. I've been a fan of both and have never owned a NIKE club.

Yep. Played on the Farm Links greens today!

A photo posted by Nick Baggett (@nick_baggett) on Aug 12, 2014 at 3:23pm PDT

Jim Varney

I was flipping TV channels the other day and came across the description for the 1993 Beverly Hillbillies movie, in which Jim Varney played the lead role. I never realized that he starred in any movies other than his "Earnest" films. Where a lot of people remember him for his movie roles, I remember Varney more for his 1980s television commercials. I've written before about the risks of celebrity endorsements and the safety of character endorsements. Reading up on Varney, I learned that he was a central part in a unique marketing strategy that enabled him to gain acting work across the country because he was not (yet) a nationally-recognized figure. This interview touches on that concept:



This approach allowed the commercial directors to use the same story frame for multiple ads and products.

For example, here's a local ad for Doubles Pizza.



And here's the same type of ad for Mello Yello.



Wonder why Vern was always on his roof?? And will we see a return to this kind of simple character endorsements?

OK, told you this post was going to be chopped full of randomness. I hope to return to consistent posting now!

TV Shows That Tweet

Twitter is awesome for individuals and for brands for completely different reasons. I've noticed that many TV shows have embraced Twitter to extend their advertising efforts as well as create connections to boost loyalty.

AMC does a great job with Twitter for their popular programs. These tweets go beyond reminding followers of air times – the shows often interact with fans during current episodes. For example, fans of The Walking Dead can share their reactions to plot twists while the Twitter profile for Mad Men adopted the suave persona of its lead character.

“I worry about a lot of things, but I don’t worry about you.” – Don #MadMen pic.twitter.com/3jPWNpatLE

— Mad Men (@MadMen_AMC) August 28, 2015

The person (or people) behind the tweets for Breaking Bad are the most impressive of the bunch. This legendary series concluded in September of 2013 but new fans are getting hooked (pun intended!) by watching episodes online. To this day, the Breaking Bad account still responds to tweets of praise.

If there was ever a show that was made for fan interaction on Twitter during original airings, it would be LOST. Did you realize that show premiered in 2004??? That's hard to believe, isn't it?!


I won't drop any spoilers here but…each week that show left fans with so many questions. Fan theories were hot topics in the comment sections on blogs back then, which precursors to the conversations we see today on Twitter.

It's difficult to imagine how the real-time Twitter interactions between TV shows and fans will be topped but something even better is bound to raise the bar. Long live great TV shows and cools ways to interact with them!

Gas Pump Videos - The Future is Now!

Our lives have never been busier, the ways for marketers to deliver messages to us increase by the day. Screens are the name of the game and really impact the way we absorb information without disrupting our day.

Strategically placed screens can help us continue performing mundane tasks. Tasks like pumping gas.


Video screens on gas pumps! The future is now! Sorry for the glare there but I hope that video does a good enough job of giving you you an idea of how cool this technology can be.

From what I can tell, this tactic is part of the benefits offered to retailers (like gas station owners) when they partner with NBC Everywhere. If I understand their website correctly, NBC Everywhere is like a cooperative of NBC affiliates from very large markets that work together to distribute their content on screens that were previously unconsidered. From their site:

Our digital out-of-home platforms entertain engaged audiences on-the-go. Reach millions of viewers per month alongside compelling NBC content with taxi cabs, salon networks, the PATH train, gas pumps and Times Square. NBC Everywhere's customized, environment-based messaging motivates your consumer to act.

The gas station I visited is fairly new. Perhaps the owners felt pressured to provide such advanced gas pumps in response to the amazing bathrooms at other Shell stations. Either way, this type of marketing has been around for a long time and was developed to reach consumers in an untapped area: at the gas pump....aka the Forecourt. Yes that is a real marketing term and yes this is a real sales video explaining the importance of addressing your forecourt media needs:


TAKEAWAYS FROM MY EXPERIENCE 

• The video segments were quick bursts, short enough to keep my attention as I completely filled my tank. 
• It’s not all advertising. It’s bits of high-quality entertainment and information content too.
• I really enjoyed purchasing gas at this station and will return because of the video screens. 

Really primitive gas pumps. #SMH

A video posted by Nick Baggett (@nick_baggett) on Aug 8, 2015 at 5:40pm PDT

Have you noticed similar media systems at gas stations in your area? In my opinion, watching clips of Jimmy Fallon at the gas pump is hard to beat but if you've experienced anything more impressive, I'd love to hear from you in the comment section. Thanks for reading!!

How Would Modern Marketers Have Their Way with Telegrams?

The 2015 Masters Tournament marked the 40th anniversary of Jack Nicklaus' win at the 1975 tournament. While recently watching highlights of the 1975 final round showcasing the stellar play of Nicklaus, Johnny Miller and Tom Weiskopf, I noticed a pair of glaring omissions. None of the golfers were wearing hats and there were no corporate logos on their shirts.

This observation was a good reminder that the propensity for marketers to exhaust all opportunities for logo placement has rapidly grown over the years.

From promoted tweets to text ads bordering your Gmail inbox, modern communications are cloaked in marketing messages. Taking the above realization further, I wondered how modern marketers would have their way with forms of communicating that are no longer around - like telegrams.

Before we start exploring, we all would probably benefit from a quick review of what a telegram actually is...or was.

Let's say you live in Atlanta and you want to send birthday wishes to your friend in Memphis. You would simply visit your local telegraph operator and have your message transmitted to an operator in Memphis who would print your message for your friend. Telegrams were at their height in popularity before the increased use of telephones. Western Union was the most recognizable commercial telegraph operator. In fact, perform a Google image search of a 'telegram' today and countless photos of telegrams printed on Western Union telegram templates will be provided.

The following clip from NPR first aired back in 2006 when Western Union made the decision to stop its telegram service.


In an ironic twist for the modern age, "Telegram" is the name of a very popular messaging app that touts its speedy and secure delivery of mobile messages.

So how would modern marketers have their way with telegrams? I think we would see more of the same methods in play.

ADS ON THE BACK
Since the front of telegrams usually featured a uniformed look, I would expect to see modern marketers take advantage of the space on the back of telegrams. I've noticed this practice at Winn Dixie grocery stores where advertisements and coupons for other businesses are printed on their rolls of receipt paper.

HASHTAGS
Hashtags prompt targets to take action the best when they’re featured in an electronic format. But they're also seen on bumper stickers and t-shirts. Why not cover all areas and include your campaign's hashtag in a telegram?

MASS MESSAGING
It has been several years since I last received or sent a fax. However, mass messaging via fax machines is still a common technique. I know because my employer's fax machine frequently spits outs offers for health insurance and cruises - to no one in particular. The economics of sending a telegram would probably produce a poor ROI but hey, it's an idea.

In 1975, Jack Nicklaus earned $40,000 for winning the Masters. Jordan Spieth earned $1,800,000 for winning in 2015. Telegrams trended in a much different direction. Considering all the ways we communicate (and advertise) in today's world, is that a good thing? Please let me know by sending me a telegram tweeting me @nick_baggett.

Thanks for reading!

Product Placement in Modern Times

A core purpose of advertising is getting your message where it can be seen and product placement has been a go-to method for many years. While television shows and movies still provide many opportunities for companies to feature their products in action, modern marketers now have even more venues for this technique.

In an earlier post, I discussed a company that makes it possible for new ads to appear in old episodes of your favorite TV shows. Now I want share two recent examples of product placement in social media videos.

I wanted to dive into this topic more when I noticed the following post in my Instagram feed.

You can search our new small video for Canon Company. Search Come and See #canon #comeandsee #ontheroofs #dubai

A video posted by Vadim Makhorov (@makhorov) on Feb 14, 2015 at 9:12am PST

I enjoy videos and photos that depict people doing amazing things that I could would never do. That's what makes Vadim Makhorov a must-follow in my book. Makhorov and Vitaliy Raskalov are a talented duo of fearless photographers that make up On The Roofs and share incredible photos from hard-to-reach places. Their photography skills have caught the attention of Canon, who hired the pair to showcase their cameras in a smart campaign titled, "Come and See." It's primarily a UK campaign but the website is worth a look.

Dude Perfect has made a name for themselves in the world of trick-shot videos. Their YouTube channel (a must-subscribe) is full of well-made videos, which feature sponsorships and product placements at an increasing rate. Pringles called on the guys of Dude Perfect to promote the Flavor Slam, an accessory that transforms an empty Pringles can into a mini basketball hoop.


Since the Pringles Flavor Slam is only available at Walmart, the giant retailer also gets an appearance in the video.

These types of partnerships are win-wins. Companies get unique exposure for their products and entertainers get to continue their craft. It's great to see such an adaption - can you think of any other examples of product placement in modern times?


{Top Photo: Courtesy}

I Hope Radio Never Leaves

While recently reading up on the demise of RadioShack, I was reminded about how this outlet for batteries, robotics, fuses and everything in between originated: as a source for equipment to the budding radio industry and hobbyists back in 1921. This realization sent me down a rabbit trail of memories about how radio has impacted my life.

My grandfather operated an appliance store that sold and serviced radios back during a time when families gathered around large radio cabinets in their living rooms for their evening entertainment. My father took over the store as more and more families transitioned to televisions and VCRs. But like his father, Dad isn't fond of throwing things away. Many of my grandfather's replacement tubes and other radio parts remain in storage. I invite any radio enthusiasts that happen to be reading to contact me for some great deals!

Early my career, my duties allowed me to become very familiar with radio advertising. I made a lot of contacts at stations in small markets and I'm still appreciative of their guidance. One particular gentleman that I worked with arranged for me to be a frequent studio guest at his station and the play-by-play announcer for the local high school's football games that they covered. Thankfully, no copies of those broadcasts exist … but it would be fun to listen to them again in all their cringe-worthiness.

These days, I work with Birmingham radio stations when the budget allows. I’m very excited about what will be a new venture for me: internet radio. I just kicked off a campaign with Pandora that incorporates audio and visual ads. The incredible targeting provided by this service estimates a huge amount of impressions and I'm anxious to dive into the wealth of analytics as the campaign proceeds.

Radio has a lot competition in today's world but I think it will fare better than RadioShack. Satellite radio is great but these days I find myself tuning my car's radio to local stations more than ever. The devices we enjoy today are used on such a personal, isolated level that I don't think we'll ever go back to gathering around a radio cabinet in groups. Radio has actually had a big impact on me. I hope it never leaves.

What Super Bowl Ads Taught Me

When I was growing up in the 80's, there was always a lot of anticipation building up to the annual batch of Super Bowl commercials. The "Big Game" served as a premiere for these creative and memorable ads with each commercial break drawing as much (or more) attention than the action on the gridiron. Even though social media spoilers have stolen that excitement from this era's Super Bowl viewing parties, I'll never forget a valuable lesson I learned from watching my favorite Super Bowl ads of all time: the Bud Bowl series. 

We all know the concept of the Bud Bowl ads, which appeared during eight Super Bowls (1989-1995, 1997). If you need a refresher, Mental Floss did a nice review of the entire series. The outlandish prices paid by corporations for air time during the Super Bowl were discussed just as much back then as they are today. I was 10 years old when the first Bud Bowl ads appeared but even at that age, those commercials were a huge lesson in the concept of branding.

Breweries do not (cannot?) tout the true features of their product that appeal to buyers in their commercials (I'm not talking about how it tastes). As entertaining as they were, those Bud Bowl ads made me question their purpose. It baffled me to know that Anheuser-Busch spent all that money on multiple ads per game without really ever describing their beer. But then I noticed other advertisers taking the same approach with their commercial. NIKE didn't explain the comfort the new Air Jordans and I didn't hear about the smooth ride of the latest GM vehicle.

That's when it clicked. The Super Bowl isn't a stage on which you describe your product - it's an opportunity to connect with the audience. That euphoric branding moment of mine may seem about as impressive as when a person discovers their rhythmic abilities for the first time. But it's a moment I'll never forget...when I became one of those people that watches the Super Bowl "just for the commercials".  

{Top Photo: Courtesy}

A Missed Target in the Soda Wars

I'm a bit of a challenge for my fellow advertisers when it comes to casting marketing messages my way by traditional methods. I'm a proud cord-cutter and don't do appointment television so it's almost impossible to catch my attention with TV ads. In the car, I switch stations so fast during commercial breaks that it's almost like an instinct. Forget newspaper and magazine ads too.

My recent post about the relationship between Santa Claus and the Coca-Cola Company made me consider the ways such a huge company (and Coke's competitors) could reach people like me. So I made a quick list of the main ways advertisements reach me in my personal life:

• Web ads based on browser activity.
• Preroll advertisements on YouTube and Hulu Plus.
• Ad breaks on my free Pandora account.
• Sponsored posts on Twitter and Facebook.
• Email subscriptions. 

I'm sure I'm missing a few but the list isn't very long - and these are all channels that are clearly not traditional methods. 

So back to Coke. They cover the globe with advertising and, to keep up, Pepsi does too. Their behemoth brands are instantly recognizable and the Soda Wars require each company to keep pushing. But as I thought more about how these companies reach people like me, I realized that it's been a while since I've seen any type of ad from Coke or Pepsi. I really racked my brain and came up empty. So, starting with a clean slate, I kept track of any exposure I had to these brands for 2 weeks. Here are the results:

First, Coke:

• I went to a movie in a theater that serves Coke products. After an seemingly endless run of ads, trivia and etiquette reminders, a Coke ad appeared just before the movie began. You know the one - ice cubes fall from the top of the frame, clinking along until they fill up the entire screen. Audio of a beverage being opened follows this image, which is then covered by a poured soda. 
• I happen to follow Coke on Tumblr, which I forgot because their posts get lost in the mix. But, a few weeks after the movie theater ad, I scrolled past the Coke Tumblr in my feed and a bright, red image that featured the white silhouette of the Coke logo definitely caught my eye.

That's all! Two instances in two weeks! 

Pepsi didn't perform much better:

• I spend a lot of time watching videos on YouTube and lately I've come to really appreciate the perspective given by drone videos. During my 2-week experiment, I happened to come across this video that featured drone footage of New York City's five boroughs. Here's a screen cap of something in that video that stood out: 

• I also find myself watching a lot of viral videos on YouTube, like this one that featured some cool, slo-mo footage of a room full of mouse traps being set off by ping pong balls. Turns out that this viral hit was made possible by it's sponsor, Pepsi Max. I know...it's not Pepsi, but it's in the family.

That's all for Pepsi. It's a tie. For the most part, I was a missed target during this observation of the Soda Wars. I'm not sure what to make of this. My only conclusion is that I'm not a very "visible" target by traditional means and, because I don't search for or visit the websites of these brands, I don't appear in new media cross hairs either. 

I know I'm not the only person that is exposed to ads exclusively by way of the methods I mentioned at the beginning of this post. Time will tell if big brands make adjustments and the Soda Wars impact my life once again.  

Blimp Advertising

As someone that watches a lot of sporting events, I'm very aware of the different perspective that blimps have brought to the televised coverage of big games. Everyone loves the view from above provided by blimps and just the presence of a blimp solidifies the magnitude of an event.

We all know the Goodyear blimp and golf nuts like me are very familiar with the fleet of “Snoopy” airships that belong to MetLife. There are countless blimps that feature the branding of other corporations too. I've always been intrigued by blimp advertising and have recently read up on this practice. The information found has helped me learn that blimp advertising is much more involved than just paying for logo placement. Here are some highlights:

NOT LIKE NASCAR

In NASCAR, a company like Lowes, for example, can sponsor a race car team and seemingly bring in this team as part of the Lowes brand. That's not the way it works with blimp advertising.

Goodyear and MetLife don't simply sponsor a blimp team. They've hired pilots, technicians and other crew members to operate their blimp division, which exists as an internal component of the corporation. As the following video shows, these divisions are taken very seriously and improvements in technology will only help to expand their duties.


BUT WHY BLIMP ADVERTISING? 

If you go back to the thought that marketing is all about getting your message to where it can be seen, blimp advertising makes sense. In addition to the thousands of impressions made on people at sporting events, those watching the events at home on TV are given several obligatory shots of the blimp that's providing the aerial coverage. The concept makes sense and doesn't require a lot of explanation. See MetLife's simple reasoning for yourself.

From personal experience, I know that a blimp sighting gives people some kind of special feeling. Blimps are cool and it's not a bad for a company to be associated with something that everyone enjoys. Even the Poarch Band of Creek Indians in Alabama utilized a blimp to promote the opening of a new casino in recent years.

LOTS OF SUPPORT

As mentioned, Goodyear and MetLife take their blimp divisions very seriously. They both put a lot of effort into gaining fans and connecting with them via social media. Through their impressive websites, it's possible to learn about the pilots, watch videos that detail the history of these programs, track the blimp’s current location and even schedule a flyover for your next event! The whole relationship between these companies and their blimp operations seems to have a noble feeling and everyone involved has a high sense of pride.

It’s difficult to find a negative aspect of blimp advertising. Cost comparisons between operating a blimp division and prime media buys are mostly in the favor of blimps, even back in 1994. Pricing, recognition and that “feel good” sensation make blimp advertising more effective than one would imagine. I hope that blimps are around for a long time!

{Top Photo: Courtesy}

Insert Better Voice Here

Dikembe Mutombo Mpolondo Mukamba Jean-Jacques Wamutomb, better known as Dikembe Mutombo, rose to fame as a star center for the Georgetown Hoyas and several teams in the National Basketball Association. His professional career spanned nearly two decades before ending in 2009. During this time, Mutombo became known as a stellar defender and shot-blocker.

Originally from Africa, a great deal was always made about Mutombo’s intelligence and his ability to speak English, French and several other languages. I don’t know about his fluency in French but his deep voice and thick accent made his English difficult to take in long doses. And, judging by this recent interview, it still is:


I remember a discussion in a communications class back in college that pertained to athletes endorsing products and services. The following Charles Schwab ad that features Mutombo came up in the discussion:


If you can’t view the video, be sure to click here. It’s priceless.

During the class discussion, I pointed out that Mutombo's voice had been dubbed over. The silence and blank stares from my professor and classmates indicated that they did not believe me - probably because I had never contributed anything useful to any of our previous discussions. Unfortunately, YouTube wasn't around yet and I had no way of proving my claim.

Even though the Schwab ad is still not available on YouTube, I finally found the grainy copy that I posted above. During my search (is it weird that I've searched for several years?), I also came across this article that gives a little background to the voice swap.

Apparently, Mutombo wasn't informed that his voice didn't make the final version of the ad. He first became aware of the decision when he saw the Schwab ad air during the World Series.

Mutombo was quoted in the article as saying, “I was mad. I heard some Nigerian guy talking.”

It’s clear why the change was made and how it was successfully pulled off in 1999. However, it’s interesting to consider if such a move could be made in 2014. Avenues like social media give us inside access to celebrities and athletes all the time - we know a lot about them, especially the sound of their voices. I don’t think advertisers could pull such a fast one on today’s public.

Top photo credit: ESPN