Similar to a destination wedding, destination viewing is a media event that consolidates viewers to one location whether it be a platform or network. Examples of well known destination viewing events include the Super Bowl and the Oscars. These events offer large audiences for advertisers and are associated with a high price tag. This year, to air a thirty second ad, it cost a reported $5m for the Super Bowl and $2.5m for the Oscars.
Advertisers pay these prices in the hopes to be the most talked about ad. Some utilize hot button issues while others might use celebrity power or puppies to reach new fans. Although these destination viewing events aggregate viewers to a single location, advertisers rely on cross-platform conversation to compound interest. Given that an estimated eighty-four percent of smartphone and tablet owners engage with those screens while watching television, commenting on the content and the ads, they aren’t wrong.
“We take destination viewing into account when planning media by utilizing events for certain audiences such as sports, Dancing with the Stars, The Voice finale, and more. People want to see or hear the action as it happens. No one likes a spoiler.” – Renee Fraser, CEO, Fraser Communications
Advertisers even use these popular events to create ads broadcasted afterwards. Honda for example, although they did air an ad during Super Bowl LI, had a Super Bowl viewing party that raised money based on commercials with cliche advertising techniques. The donation drive was filmed and commercials aired after the Super Bowl. Strategies like this show that destination viewing events are being utilized far past the events themselves.
With content no longer king, and distribution taking over, it’s no wonder why advertisers are milking destination viewing events for all their worth.
“Searching for posts with the hashtag #superbowl, Netbase used its Instant Search social analytics engine to mine 300 million sources (including social networks and blogs), and found that 2.7 million people authored 5.7 million original posts between noon Sunday and 1 pm Monday (all times EST), leading to almost 40 billion impressions.” – Nelson Granados, Forbes
This level of distribution has advertisers foaming at the mouth. Destination viewing events, with their distribution potential from the event as well as user authorship on social media, will continue to garner global attention of both fans and advertisers.
Remember jingles? Those hard-to-forget musical ditties that extolled the virtues of almost every product and service advertised in the 20th century? Remember “Plop Plop Fizz Fizz”? “You deserve a break today”? And that classic, “I’d like to buy the world a Coke,” revisited in the Mad Men finale and attributed to Don Draper’s EUREKA moment?
The American jingle was the most valuable concept in the communications toolbox for over 100 years. It was a simply brilliant way to cut through the clutter and brand a product or service. But with the advent of MTV, and the desire of recording artists to cash in on their extensive songbooks, jingles fell out of favor in the late 80’s. My generation of Mad Men and Women scorned them. “If you don’t have something to say, sing it” was the knock.
Today, Fraser Communications’ efforts with First 5 California to get parents to talk, read and sing to their children ages 0 to 5 has had us immersed in recent brain research. We discovered that, lo and behold, those ancient jingle writers were onto something: Human beings remember words better when they rhyme. And they REALLY remember them when those rhymes are set to music.
And so, we went back to the well, and wrote a jingle. Then because “Plop Plop Fizz Fizz” was made even more memorable by Speedy Alka Seltzer, we created three enthusiastic animated mascots to sing our song: The Smarter Birds – Parrot, Owl and Songbird.
Great music is hard to create. Great jingles even harder as there is less time to arrive at a melody and there are specific things you need to communicate. With Anthony Marinelli of Music Forever, we were able to access the most talented songwriters in Los Angeles, and compose a winning toe-tapping tune. Then, for our characters, we partnered with the inspired and skilled animators at The Mill.
We spent five months developing our Smarter Birds, writing their backstories, rewriting lyrics, listening to the melodies that could bring those lyrics to life, shooting, editing, and getting energized daily by our wonderful First 5 California partners, who were hugely supportive during this delightful journey.
There was a single focus to these efforts: We wanted the first-time exposure of the jingle to “stick” in the mind, and be hummable all day long. And we succeeded, if the videos of children hearing it for the first time are any indication. Now, we’re taking our Smarter Birds on the digital and social media road. Our fingers are crossed and our toes are tapping that another generation of California parents will talk, read and sing (with our song in their repertoire!) to their children every day, exercising their brains, and helping them succeed in school. Did I tell you we’re also making Smarter Bird puppets? And writing a Smarter Birds activity book?
All these efforts fell into place beautifully, proving that even though a jingle is a simple thing, its power is enormous. Let the Smarter Birds fly.
If you went to school for business or communications, you’ve probably heard of a concept from the 1800s called the sales funnel. If not, you’ve likely heard of a synonym such as the AIDA-model, sales pipeline, or purchase funnel. Recently, due to the development of digital sales and marketing, critics have come to suggest a modified version of the traditional sales funnel.
What’s wrong with the sales funnel?
1. The funnel assumes a linear buying process but in reality, buyers behave erratically. Customers bounce from one funnel stage to another, come in and out at various stages, and skip stages. This fluidity is contrary to the idea of a funnel which has only two openings at the top and bottom.
In both B2B and B2C businesses, customers are doing their own research both online and with their colleagues and friends. Prospects are walking themselves through the funnel, then walking in the door ready to buy. – Mark Bonchek and Cara France, Harvard Business Review
2. Marketing is separate from the sale. The funnel shows marketing leading a consumer to purchase and assumes that marketers aren’t part of the sale. However, in today’s world where customers are able to self-educate themselves, marketing and sales go hand in hand.
Marketers are providing content and resources to inform buyers before they contact sales. Both marketing and sales need to consider the complete end-to-end buyer journey and work together to close deals. – Mike Renahan, HubSpot
3. The end goal is a purchase. Before the internet and instantaneous communication, options were limited and places to purchase harder to find. Today, options and places are plentiful and comparison shopping is the norm. Due to this increased competition, companies are focusing on engaging customers through centralized marketing rather than a simple sale.
The first step is to begin thinking in terms of people, rather than platforms. Marketers need to be ready with a holistic message that can be seen by consumers wherever they are, at any given time, agnostic to the platform or device they’re currently using. Centralized marketing teams need to be able to look at campaigns across all touch points, identifying how each peg in the pinball machine contributed (or not) to the sale at the end. – Jason John, AdvertisingAge
4. Relationships are more important. In the digital age, people can experience brands through social media, virtual reality, live events and more. Gone are the days where you have to be a customer to be a brand advocate. Because of this, marketing has changed from leading directly to sales to being more about the relationships built along the way.
Consider a real world journey of a family’s trip from the U.S. to Mexico. Visa mapped out the entire experience, from where the family gets ideas on where to go (TripAdvisor), to how they gather input from friends (Facebook), to how they pay for their cab (cash from an ATM) or hotel (credit card), to how they share photos of their trip with friends back home (Instagram). Only a few of these situations are opportunities for transactions, but they are all opportunities for relationships. “When you change from decision to engagement,”Antonio Lucio, Chief Brand Officer at Visa says, “you change the entire model.” – Mark Bonchek and Cara France, Harvard Business Review
What does the new sales journey look like?
The most important change in the sales journey is that buyers now research many options and move towards the sale at their own pace.
How can marketers navigate the new sales journey?
In the digital world, marketers need a complex understanding of the sales journey and the many resources customers have at their disposal. To pursue relationships and experiences over persuasion and promotion, marketers need to turn to big data and analytics for help.
At Fraser, we study analytics to understand where people are in their sales journey. We recently conducted a program for our client using retargeting, where we tailored unique messages for different consumer segments. We were able to shorten purchase consideration time by half, therefore lowering our client’s CPA (cost per acquisition). – Renee Fraser PhD, CEO at Fraser Communications
Although the reliability and predictability of the customer’s journey has disappeared, marketers today have a valuable opportunity to connect with future customers and build ongoing relationships. Through analytics and tracking, marketers can develop holistic messages that engage customers beyond the traditional sale and foster a meaningful relationship.
There’s one thing advertisers can always count on for Super Bowl, a high price tag. This year, the price tag of a thirty second commercial hovered around five million dollars. Despite cost, our advertising firm weighed in on our favorite ads of Super Bowl LI. Below are the ads that inspired and entertained us, regardless of which team caught the last touchdown.
The Audi ad was bold – taking on equal pay and equal respect for women. Many ads like this stirred up a dialogue, making the audience engage and talk about real issues. Forcing ourselves to confront our own values and our differences. Despite disagreements, we still need to move forward together. – Renee Fraser
84 Lumber utilized ‘transmedia’ in the best possible way. They took advantage of the fact that everyone watches TV with at least one other mobile device nearby, and combined that with the power of storytelling to instill intrigue while sending a strong message of inclusion to many who are uncertain. And it worked – so well, in fact, it shut down their website! – Danielle Thouin
Honda had a very cool use of celebrity. I felt it accomplished the “inspire” message that others tried, but succeeded with humor rather than trying so hard with politics and sadness. – Mollie Bauer
I liked Kia with Melissa McCarthy. The combination of humor, a little politics, a great celebrity and tie in with the car made for a memorable commercial. – Erin Shinn
The Skittles spot for its levity – definitely got the biggest laugh at our party. – Ilene Prince
Bai – because Timberlake makes everything better. Walken AND Timberlake? Magic. – Mollie Bauer
Buick with Cam Newton and Miranda Kerr was cute, fun, and relevant. – Caroline Lenher
I loved the NFL family spot with little kids representing great players past. – Bruce Dundore
If you follow our blog, you’re probably already aware of Fraser’s stance on social media influencers – we believe they can serve as powerful messengers for many brands. And when done right, an influencer campaign can deliver far more than compelling content – it can bring in tangible results. Sometimes even unexpected ones.
For Jonathan Louis, a nationwide furniture manufacturer based in Los Angeles, influencers have not only helped transform their social presence, but their posts have translated into sales – and, most recently, sparked an entire new product line.
Flash back to summer 2015. Fraser was knee-deep in curating a powerful force of bloggers and Instagrammers for Jonathan Louis’ first-ever influencer campaign. Our goal was to identify and collaborate with leaders in the lifestyle, mommy and interior design sectors to authentically promote our clients furnishings with real people in real homes.
During our quest, we identified Justina Blakeney – designer, artist and author of the New York Times best-selling book, The New Bohemians. With more than two million followers online and named a top designer by Harper’s Bazaar, NY Mag and Lonny Magazine, Justina is one of the leading design personalities on the web. In fact, her award-winning blog, The Jungalow, has been named one of the best design blogs by Domino Magazine, Better Homes and Gardens, Marie Claire Magazine and Refinery29. Fraser knew Justina’s style was the ideal fit for Jonathan Louis: edgy, playful, distinctive and completely unexpected.
Our hunch was right – the two brands together created a truly authentic connection. Fraser worked hard to develop a strong relationship with Justina and her agent on behalf of our client, and helped identify the perfect piece of furniture that represented the artist’s unique aesthetic. Jonathan Louis delivered a bold, peacock blue sectional that screamed Jungalow Style, and once Justina published her living room reveal featuring her latest Jonathan Louis piece, her followers went wild. Thousands of likes, comments and shares later, plus a feature in House Beautiful Magazine, we realized we were on to something. Something even bigger.
A few months after Jonathan Louis’ highly successful campaign with Justina Blakeney, which resulted in a significant lift in both social followers and web traffic for our client, the concept of a mutual furniture line sparked as a “what if” idea over coffee. From there, it quickly grew to become an organic, hands-on collaboration between furniture manufacturer and designer. Our influencer strategy took on a whole new identity as our client and Justina embarked on a new project – namely, brainstorming patterns and hitting the fabric stores for their new line. Fraser documented the journey on Instagram, Facebook and Pinterest, piquing genuine interest and excitement among both Jonathan Louis’ and Justina’s followers along the way.
This past fall, at High Point Market, the interior design industry’s most renowned furniture expo, Jonathan Louis and Justina Blakeney revealed one of the most highly anticipated furniture launches of the season: “Justina Blakeney Loves Jonathan Louis.” Following the unveiling of this striking collection of sofas, sectionals and accessory furniture, hundreds of new followers swarmed Jonathan Louis’ Instagram profile – many of Justina’s most loyal fans – and are eagerly awaiting the collection’s retail release in early 2017. Even weeks after the reveal, social media buzz and customer demand continues to grow, and both brands – and Fraser – couldn’t be more thrilled.
We always advise our clients to “go beyond the post,” when it comes to social media. That means “mingling” regularly on social media – engaging with customers, influencers and even other brands via one-to-one conversations and forging key relationships. Our successful work with Justina Blakeney is just one example of how an influencer strategy can go beyond content. Because when you find an authentic connection and nurture that relationship, the possibilities for a brand can be endless.
It’s been a long time coming, but we’re finally closing the gap in educational inequality. Recent articles in both the NYTIMES and the LATIMES announced that the data is very encouraging: “Children entering kindergarten today are more equally prepared than they were in the late 1990’s.”
The authors note that it’s not because the education level for high income families has fallen, but because a single idea has started to take hold: that the first years of a child’s life are vital in brain development.
Of course, you say? Well, it hasn’t always been this way.
Less than a century ago, it was considered that intellectual stimulation of babies was harmful, and ideas, once planted, are hard to uproot. First 5 California and Fraser Communications have been at this uprooting for over eight years now, and our campaign- Talk. Read. Sing. It Changes Everything© is a pure expression of this effort.
Fraser has conducted over fifty focus groups on this subject with low income Hispanic and African American families. Findings reveal just how difficult it was for these families and single parents to devote the time necessary to engage their children in the critical activities that would lead to strengthening their children’s brains, prepare them to enter pre-school, and prevent them from falling behind by the third grade. In realizing these difficulties, we knew we had to make the effort sound simple, and so we reduced it to the three pillars of parental activity: Talking with your child, reading with your child, and singing with your child. These activities are powerful in helping to increase vocabularies and just as importantly, self-confidence.
And it’s working.
As the LATIMES article notes, “…skills that kids have when they enter kindergarten can be very predictive of how they’ll progress through school.” We knew that if these kids aren’t prepared, kindergarten could not reverse what wasn’t done with these children in their first 3 years of life.
The stakes are huge. Kids who fall behind in school increase their chances of dropping out. They wind up getting into trouble, filling our jails and mean streets and costing society billions. Business leaders worry that an educated workforce will not be available to meet their future needs. The income gap will increase more than it already has. This is the result of neglect and antiquated ideas. The new and ongoing early brain research and the subsequent awareness of this learning is helping reverse the trend.
These are deep societal risks, dangerous ones, and the campaign and outreach First 5 California and Fraser Communications continues to do is chipping away at these risks and closing the educational gap between rich and poor. Our Talk. Read. Sing. © effort has lead to, “The pattern of parents increasing their support for learning…”
And now the work begins again.
Implementing new tools and tips, organizing community activities and outreach programs, creating uplifting and empowering communications, creating a movement, a mantra, changing behaviors, empowering parents, enriching our kids, and yes, making the world a better place.
Rarely do you have a chance to make a big, meaningful and timely societal impact in the “advertising” business. But with First 5 California, Fraser Communications is doing just that, and the feeling is wonderful.
Click on some of the commercials we’ve done for the effort below.
A recent NY Times op-ed called “Sisterhood is Not Enough,” sheds light on the reality that though many women have cracked the glass ceiling, it gets patched up pretty quickly. A plethora of women’s groups proliferate to create a sisterhood of strength and support to deal with the possibility that on top of that glass ceiling, there might be yet another one, even thicker, reducing opportunities and pay equality in upper management roles. But many of these like-minded women’s groups might be falling short in creating true opportunity and income equality. Why? Because men aren’t in them, and it’s men that need the enlightenment.
As a guy, I can say this: Men are dogs, jerks, sissies, hormonally challenged, oh, what’s the right word for my wayward brothers? The fact is that men just don’t want to accept that women can do things in the business world better than they can. In the investment world, they are both wiser and more patient, and often outperform men. Yet, they make up only 12.4 percent of executive officers. Wouldn’t their wiser, less testosterone driven approach to money be welcomed? After all, I’m pretty sure derivatives cobbled together from subprime loans and sold into retirement funds was not a woman’s idea. And don’t get me started on startups, where they hold only 9 percent of management positions and the Venture Capital Boys don’t venture out of the testosterone waters much.
The reality is that women might be the most qualified for top management roles due to their having dealt with men personally and professionally. They’re superb at risk assessment. They’ve had years handling angry, volatile, insulting, leering men who say sexist, misogynist, and job threatening things every week. These are some pretty desirable business skills.
As a guy who works in a senior position for a woman owned agency (Renee Fraser/Fraser Communications) and who is primarily surrounded by women co-workers, here’s what I’ve come to know: They made me better at my job (I hope they agree, and this isn’t the testosterone talking). Previously, at my other management jobs in male dominated agencies, I was a stroppy mutt, thinking it was my way or the highway, and that intimidation was the sincerest form of flattery. When surrounded by women co-workers, I had to change that monkey-knuckled approach or suffer castration by a thousand glares. But it wasn’t easy. Essentially, guys can be the proverbial bull in the China shop when it comes to working with women.
Here’s what I know as a man, from studies, articles, anecdotes, and in focus grouping some of the women I work with:
- Men are linear thinkers. Generally, they move in a straight line from point A to point B, with a “Let’s get it done now,” aggressiveness, regardless of consequences.
- The women I interviewed said you always know where you stand with a man. I have to say they might have encountered Enlightened Men, as I have suffered being unexpectedly upended by my share of male sociopaths.
- Women care about inclusion and collaboration.
- Women care more about feelings.
- Women evidence more empathy but are also more guarded.
- Men compete in an obvious fashion, and usually do a dance in the end zone when they win.
- Women care more about the ‘good of the group’
- Women may be more passive aggressive, and expert in subtle manipulations. (“Game of Thrones” definitely gets this)
- Women connect on a deeper level than men do.
- Men like to take the credit for everything. (“Game of Thrones” gets this too)
- Men, with all they have, all they hoard for themselves, are hilariously insecure. (Woody Allen gets this)
- Male execs with daughters are better execs. And males.
Working for and with women has made me a much better manager. More inclusive. More encouraging. More nurturing. More collaborative. I haven’t yelled at anybody at work in over 4 years. But if the situation is going to change, women are going to have to enlighten men, and bring them into their club. Demanding inclusiveness to The Men’s Club is not enough. That Club has to be shut down. And it’s the men who have to grow a pair, shut it down themselves and say goodbye to their boyhood ways. Women will love them for it. And businesses will be better run, more fairly managed, more socially responsible, and the economy wouldn’t periodically gag on male greed. And maybe, just maybe, we wouldn’t rush off to so many damned wars.
With more women at the helm, we all might become better managers of the planet and our lives.
Watching the US women’s Olympic gymnastics team win big this week (very big), I was mesmerized not just by their talent, which was jaw-dropping awesome, but their focus, their team work, and their camaraderie. They didn’t just win the gold; they won it by a point spread not seen in years. I was impressed by their intense focus, coupled with a confidence in the face of not just their own, but the world’s, expectations. In their eyes and body language it was clear to me that they knew they would never falter.
“We’re going in as the best team in the world,” Olympian Aly Raisman said. “So we should carry ourselves that way.”
You really can’t help but be inspired by these perfect athletes and all they did to become that way. I start thinking that there are things we could all learn from them to make us stronger and help build our business as we compete for our own kind of gold.
- Take smart risks
- Set realistic goals
- Have the right mindset
- Never stay down
- Embrace competition
- Keep your reputation in mind
To this wise listicle, I’d like to add my three observations that I think are applicable to the advertising and marketing worlds, and probably to all businesses:
- Intense internal focus.
Olympic athletes have an intense focus. That focus is based on what they know they are capable of and the sense of purpose they have. It’s a primal focus, so deep they don’t notice the others around them. The gymnasts make a connection with the audience in a perfunctory way, and then go right into their routines and performances with pure determination. This is important. In business, we need to be able to connect with our goals and engage our capabilities and talents to achieve those goals. Yet, unlike the Olympians, we have to make an empathetic connection with the audience. Making eye contact, reading body language, and making sure our clients/audiences understand our communication are our Olympian tasks.
Implicit in getting to the Olympics is a lifetime of intense self-critical practice. Inherent in each failure, each missed landing, each botched approach to the vault, is the opportunity to improve. When we go after new business and don’t win, we often think of it as a loss and let it go, when in reality it’s an opportunity to improve, a chance to get better at our game. When we have an opportunity to pitch we need to see it as not only a test of whether or not we win it, but also a test of our ability to reach farther. Practicing helps us win new business, but it also hones our skills for our existing business.
In this weeks 4X100 relay, Brazil had the lead after the first turn, then the lead shifted to France. But when the now legendary Michael Phelps jumped in the water, he carried the US team to victory with each stroke of his almost avian arms. This is the epitome of teamwork. When we operate as a team, it’s vital that each member of the team recognize when a team member is struggling, and jump in to help that member and the rest of the team succeed. Olympic athletes exhibit a tremendous respect and exhilaration for their teammates and appreciation of their competitors. Clearly, that is part of being a success. In our own businesses we have to cultivate teamwork and remind ourselves that none of us are as good alone as we are as a team. Practicing with the team, acknowledging each strength and weakness of the team members is an important part of our victories.
With the UPS listicle and my three here, the Olympians can teach us much. I would venture that there are probably hundreds of things we can learn from these perfect competitors. They have achieved a level of “personal best” that few of us will. But, like them, we can dream, then learn, then practice, then focus, then activate the team to help move our businesses across the finish line and win our own version of the gold medal.
And after all, isn’t that why we’re in this?