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Value the elusive ‘Event Enthusiast’

Early in my career, my group was tasked with the development and implementation of a plan to increase ticket sales for a major annual sporting event that drew reasonable attendance with little marketing effort or expenditure. After much internal discussion and preliminary analysis of prior years’ sales, we developed a planning mechanism that remains a part of our strategic arsenal, to this day. Simply articulated, we created an exhaustive list of potential elements of the marketing/promotional/media mix, as rows down a spreadsheet. We then listed potential target segments as columns.

I confess: grudges, jealousy & salesmanship in adland. [Part 1]

By Gonzalo López Martí / LMMIAMI.COM

  • The marketing racket is rife with jealousy.
  • Turf wars are the order of the day among the various players in charge of the ever-increasing scope of day2day tasks a marketing rollout demands.
  • For instance: it’s a known fact that direct marketing folks hold a massive grudge against them advertising blowhards.
  • Why?

Machado out at Commonground/MGS

Industry insiders have stated that Manuel E. Machado, CEO and co-founder of MGSCOMM is no longer involved in the day-to-day of Common Ground / MGS.

Most Millennials Resist the ‘Millennial’ Label [REPORT]

Millennials will soon become the nation’s largest living generation. They already have surpassed Generation X to make up the largest share of the U.S. workforce.Millennials Less Likely Than Boomers, Gen X to Embrace Generational Label

3 Things TV Networks Must Do This Fall

TV networks haven’t had the easiest summer. Ratings haven’t been great, though some, like HGTV and Discovery, have done pretty well. The upfront was not as strong as hoped, though rumors are that scatter sales are going pretty well. Finally, Wall Street has been particularly tough on TV companies and is now concerned that carriage fees from cable and satellite companies are going to go into a decline sooner than most had thought.

Data Drives Programmatic Advertising In-House and Draws Publishers Together

Many companies are restructuring their data and programmatic strategies to keep up with the ever-changing programmatic space. John Nardone, CEO of ad serving and online technology platform Flashtalking, recently spoke with eMarketer’s Lauren Fisher about the increasingly critical role data is playing in the programmatic ecosystem and how it is driving multiple trends such as brands taking programmatic in-house and publishers looking to co-op first-party data.

Businesses owned by women, minorities lag in revenue share

Businesses Owned by Women, Minorities Lag in Share of RevenueWomen, blacks, Asians and Hispanics have built up substantial positions as business owners in several sectors of the U.S. economy. But based on revenue, those businesses are on average considerably smaller than white- or male-owned firms, according to a Pew Research Center analysis of recently released data from the U.S. Census Bureau.  By Drew DeSilver

Innovation Comes From Inspiration — And No Computer Has EVER Been Inspired

Inspiration is driven through the marriage of emotion and hypothesis—and to date, computers are not capable of either one (at least not in the real world–they certainly do in the movies).   That’s why the age-old debate over “art vs. science” can never be won in advertising or marketing.  Both sides are necessary for success.

2015 Foodie Study

While the pursuit of great taste remains top of mind for all foodies, they are becoming more demanding and selective, and would rather experiment on their own instead of going to the restaurant.

LGBT Baby Boomers Spend Less Time with Social

Age has a significant effect on how LGBT internet users behave when it comes to communication channels and devices—both digital and traditional—according to May 2015 research. While many are tech-savvy, adults in the baby boomer demographic still typically do less with digital.

Marketers Embrace New American Mainstream [REPORT]

Multicultural marketing strategies will become increasingly important to brands looking to engage in a more culturally relevant and personalized manner. But despite rapid population growth and strong support for initiatives within marketing circles, CEO and board support falls far short, failing to assist marketer’s ability to prioritize and fully fund their efforts.

Mobile to Account for More than Half of Digital Ad Spending in 2015

This will be a benchmark year for ad spending in the US, as mobile surpasses desktop spending for the first time, eMarketer predicts. Mobile will account for 51.9% of total digital spending in 2015. That’s a higher figure than eMarketer forecast earlier this year.

Mobile & Desktop Ads have Greater Influence on U.S. Consumers Planning Home Improvements [REPORT]

The Interactive Advertising Bureau (IAB) released “IAB Digital Influence on Home Improvement Plans,” a custom analysis of Prosper Insights data, showing that U.S. consumers planning home renovations are nearly twice as likely as the general population to be influenced by mobile and desktop ads, with 22 percent saying these ads guide their purchases, compared to 12 percent of the general population.

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