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Influencers Archives | MSSmedia

Super Bowl Commercial Ads & Their Continuous Rise

By | Food for Thought | 2 Comments
by Carly Podolsky, Hannah Wendell January 17, 2017

Super Bowl Commercial Ads & Their Continuous Rise: The Super Bowl delivers a massive television audience each year, unlike any other American event. Viewers not only anticipate the outcome of the game, but also the alluring high-priced commercial spots that no one wants to miss.

AdAge reports that ads this year are going in the ballpark of $5 million for 30 second commercial slots. This is a hefty price in the DVR culture of 2018 where people often tune out or fast forward through TV ads.

Although advertising commercials are currently in a race with technology, the Super Bowl timed  TV commercials  are the only exception. Consider the following statistics:

  • The total ad spend throughout the first 52 years of the NBC Super Bowl is roughly $5.2 billion.
  • This year’s game will capture 2.5% of broadcast network advertising, which has doubled from 2010.

Overall, the relevance and value of Super Bowl ads will only continue to rise in our culture.  Of course, the Super Bowl creates history for the football hall of fame, but it is also symbolic of the importance of advertising in our society.

back to school advertising not just a season

Back-to-School Advertising: Not Just a Season

By | Engaging Millennials | One Comment
Back to School Advertising. Carly Podolsky October 23, 2017

While “Back-to-School” season is commonly considered the months where college students get back into the swing of things after  summer break, marketing for this time period should not be considered a flash in time.

 

Not only do preparations for Back-to- School (B2S) begin as early as June for these age groups, but so does the purchasing. As a marketer your best knowledge is to understand B2S as more than a season, but a glimpse into your target market acting on the awareness you’ve garnered all year.

 

In order to understand the back to school marketplace, consider the following:

 

1. Back to School Shoppers = Year Long Consumers: In capturing back to school shoppers, consider that not only the student, but their parents’, friends and influencers are also consumers all year-round. Therefore, brand awareness, trust and loyalty must be formed before the summer and fall seasons.

 

2. The Back to School Audience = Stand Out: Our youngest generations encounter advertising of all forms. Not only are there radio and TV commercials vying for their attention, but there is a constant flux of media and advertising throughout any regular day-to-day activity of their day. Social media, desktop browsing, and smart phone applications are just a few means of reaching this group. With these all part of any day, make your impression stand out!

 

3. Take the Opportunity = Seize the Moment: Understanding that targeting a segmented audience is a valuable piece of the puzzle, but to strategize and compete is a more difficult component. The key is to understand the timing of your opportunity and seize it. Gaining longer-term recognition from this generation of back to school shoppers, means getting their attention now, the time is always now!

Capturing Millennials at Music Festivals

By | DNA of Millennials | One Comment

Flower headbands, good music and fun in the sun mean festival season is here. This also means millennials will be flocking to different cities across the nation to see their favorite musical artists. It’s an opportune time for brands to court this market through activations, social sharing and more. One of the most popular festivals is Coachella and the WSJ called it an event, “filled with a marketer’s dream: throngs of influential, open-minded and ready-to-spend millennials with plenty of time to kill.” Festival schedules allow for significant down time, which gives people time to explore sponsored tents, brand experiences and share on social.

The audience at festivals has expanded beyond the physical attendees. People are tuning in on social media to see which celebrities and influencers are attending, what they’re wearing and more. To tap the marketing opportunity presented by these festivals, brands produce on and off-site activations for people at home to enjoy as well.

On-site activations give brands access to the vast amount of people attending. According to a 2015 survey, 78% of millennials would rather pay for an experience than goods. Therefore at festivals, brands want to provide the best experience for this target. Below are a few successful examples of experiential marketing at Coachella.

H&M

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The retail chain hosted a pop-up shop with a 360-degree desert scene backdrop. Guests could film instant Instagram worth video clips. A strong digital tie-in reaches not only those who came to the event, but the people following them online.

Tag Heuer

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The official watch of the festival hosted a tented lounge in the VIP area. Guests could sip on refreshments and buy the new watch, but the main purpose of the tent wasn’t to sell watches. It was for the brand to get to know their new customer better.

Calvin Klein

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Instead of trying to break through the noise of the crowded festival grounds, brands such as Calvin Klein take their experiences off-site. They hosted about 25 digital influencers at a hotel in Palm Springs as part of a three day “branded experience” to complement the festival. The event garnered more than one million engagements on Instagram and Twitter in less than 24 hours.

How to Win with Affluent Millennials

By | Engaging Millennials | No Comments

Millennials are quickly becoming the largest generation by population size. They are also obtaining higher levels of affluence and impacting the way high end and luxury brands are approaching their consumers. According to a study, there are about 6.2 million millennial households that report earning an annual household income of at least $100,000. Although this number is shockingly high, this generation is set to become the most significant audience for luxury brands in the next five years.
Many outside of this generation emulate millennials because they are considered to be trendsetters. Within the millennial consumer, the trendsetters are the affluent millennials. They can afford the high fashion items and to travel around the world, which in turn makes their peers envious and want to try similar things. These affluent consumers are also more likely to post on social media to share their experiences, which brands try to leverage. If brands can appeal to the trendsetters, this can have a snowball effect and spread to multiple generations.
This answers the why of brands should target these consumers, but then comes the conversation of how to target them. It helps to understand that they are very independent. Rather than constantly communicating with them, brands should take the absent-but-present approach. This means brands should be available when needed, but not pushing the consumer too much. These people want to make decisions on their own and only look for support from brands when needed.

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