Search results matching tag 'Research'

Win a £5k Search Audit with Reform Digital

980070 — Tue, 17 Nov 2009 13:07:00 GMT

Just fill out this survey if you're a UK Advertiser http://www.reformdigital.com/research for the chance of a digital makeover.

Thanks for the heads up from the wonderful Amanda Davie who, I'm sure, will answer a few questions on the findings when the data has been put through the mangle!

Branding question

2632997 — Tue, 11 Aug 2009 18:02:39 GMT

Firstly this is my first time posting here, so if I am posting at the wrong place please assist me. I just bought Designing Brand Identity book written by Aline Wheeler. I have go through the Phase 1: Conducting Research, which details about Understanding the Business, Market Research, Market Audit, etc. My question is how they compile all the answers and combine it in a single report? I am still learning this part and looking forward for advise and helps. I am totally blur on this.

Direct Response Creatives

2605981 — Thu, 16 Jul 2009 03:36:47 GMT

Hi Guys,

Just thought i'd pick your brains about 'what makes a good DR creative'. I'm currently doing some research which would be interesting to share with you, but i'm looking for any opinions and ideas or research you have on 'good DR creatives'.

From things like the creative call to action, to the ad format size, does anyone know how cultural and regional differences affect the approach to display advertising? How about colour? Is it true that you should always optimize your ad from left to right to go with eye-tracking? How important is the strength of the brand in generating a DR response?

I thnk this is all information we need to consider so it'd be great if anyone has something to share.

Feel free to follow me on Twitter (chrisyew)

Cheers,

Chris

Music fans want a return on their festival investment

1794479 — Tue, 14 Jul 2009 16:08:00 GMT

The saturation of the music festival market – which reached its peak in 2007 – echoed the mounting problems that arose from the saturation of the sub prime mortgage market of the same period. With live music the lucrative end of the music industry - following the dramatic falling away of the CD market - everyone wanted a slice of the financially satisfying festival pie. But as seen in the mortgage business, short-term gain isn’t always as lucrative as it’s cut out to be. As a result this year started out with the festival sector facing an uncertain future and an entirely plausible festival recession. Would music fans ever don their wellies again? Would sponsors pull out on mass? Which festivals would find that their sub prime tent pitch was up for repossession?

The festival sector has undoubtedly seen some natural wastage as strapped for cash consumers become increasingly picky about where to spend their hard earned festival dollars. We conducted some research into the habits of festival goers this year in the UK - in partnership with Virtual Festivals - and over a third of music fans said they were cutting back on the amount of festivals they were attending this year – with around a quarter not attending at all. Having said that by far the biggest cut back is in overseas festival attendance, with 88% opting for festival ‘staycations’ as the recession makes even the most attractive line ups abroad financially unpalatable.

The knock on effect of the Credit Crunch clearly hasn't stopped music fans hitting festivals in their droves, as attendance at UK festivals so far testifies to. Surely it has hit brand involvement though? Not at all. In fact despite the feared slump, the opposite is actually happening. Brands are investing more in the live space according to a new IEG Sponsorship Report. The spend across North America will increase from the $1.084B injected into the sponsorship of music venues, festivals and tours in 2008, to $1.08B (a 3.8% rise). Notably, in a period where traditional music sales are severely diminished and a global recession is throttling the world's finances, this is the highest ever recorded sponsorship spend reported by IEG. "The fact that music sponsorship spending is holding its own in today's turbulent economy demonstrates the growing importance of music to corporate marketers," states Bill Chipps, senior editor at IEG. Another recent study (conducted by EMI) found that 67% of marketing executives are continuing to invest in live events as part of their branded entertainment strategies.

But what about the music fans, are brands getting their message through to them? A recent study highlighted in Marketing Week suggests they are. It pointed to the fact that 41% of music fans have positive feelings towards the brands that sponsor music festivals, with an equally sizable 40% showing positive feelings towards the brands that advertise at these events.

In our research alcohol brands were far and above the most recalled by music fans, which is good news for those brands that are securing lucrative pouring rights, but it does also highlight how much more can be done on the ground by others in order to ramp up that recall rate. Brands need to realise that simply badging an event isn’t a strategy in itself, and that hitting 50,000 eyeballs isn’t the same as reaching 25,000 hearts and minds. “Festivals are unique in offering a large market share of target audience in one place at one time but you’ve got to be communicating something relevant to the right people in the right way,” says Ziggy Gilsenan, MD Get Involved and Co-founder of Bestival/Camp Bestival. “Quality of audience over quantity is key if you want to achieve a deeper, more relevant dialogue with the consumer. Many brands still go for the shopping arcade approach of hitting events with big audiences but have no creative appeal to that audience – it all becomes a bit like Tescos in a green field, soulless,” says Gilesnan. “You cant just drop a shopping mall sampling exercise into a field of 50,000 festival goers and expect to have the same consumer reaction”

On the ground activations from a brand need a proper, considered focus, tailored to its intended market. Which means defining clear goals prior to the ‘big idea’, nurturing how it is communicated pre and post event, and understanding just what function and value you will ultimately be bringing to the fans experience of the event. "Consumer brands really need to think 'beyond-the-field' - just turning up at a couple of events with a bus and some deck chairs may be fun, but it's going to be tough justifying ROI on these light and 'idea-less' promotions when so many brands are building festival activity into a well considered year round programme," echoes Jack Horner, creative Director, FRUKT.

Experience is everything, give fans a return on their investment and it’s likely that brands will find themselves centre of mind with music fans as they recall the acts that were centre stage.

For more on brand activity at festivals see the FRUKT Music Intelligence Report 002.

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2599838 — Sat, 30 May 2009 18:38:57 GMT

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Re: Task no 1. For business: Reinvent Advertising & Marketing!

1792681 — Sat, 25 Apr 2009 08:33:02 GMT

Thanks for the response and you have raised a very interesting point. And this is the fact that, in my opinion,creativity will be the death of advertising agencies in the near future, the quest for creativity has led ad agencies up the wrong path. Again, in my opinion, creativity is NOT the criterian for the success, or otherwise, of an advertising campaign.

Again, in my opinion, a better understanding of the word "communication" would have served the advertising world far better! I can guarantee that armed with a better understanding of the process of communication you can, today, guarantee clients that you can halve their marketing budgets and be 50% more effective plus a whole lot more!

I feel that there is an air of desperation in the rush to Web 2.0, the fact is that "Old" Media could be made far more effective, with far less clutter and with total accountability. Unless agencies come to grips with the word "communication" advertising on the Social Media (or wherever) will become as discredited as commercial television is today!

Re: The suits come to Social Media. Now that’s the kiss of death!

1792681 — Wed, 22 Apr 2009 13:56:28 GMT

Do your lips move when you read?

Have the courage of your convictions and give a name together with a photograph!

Re: Just what is the problem with Social Media?

1792681 — Wed, 15 Apr 2009 09:54:59 GMT

Hi Karl, upon re-reading your post I thought that we should perhaps have a "conversation" as I feel that we might have areas of mutual self-interest to explore. I'll start the ball rolling by including my email address here: paul.ashby@yahoo.com I really look forward to "talking" with you. We have a proven concept that is media neutral that does all the things you set out above: "..if brands were to listen to conversations..." excellent and boy does it work!

Regards

Paul

Re: Just what is the problem with Social Media?

1792681 — Wed, 15 Apr 2009 09:13:09 GMT

Karl thank you for responding, I really feel that this subject needs to be discussed, I now see that Unilever is coming over to the side of "Social Media", obviously some glib fancy talking New Media guy has done a hell of a selling job...based on NOTHING!

The suits come to Social Media. Now that’s the kiss of death!
Advertising Agencies, having all but destroyed a perfectly good Old Media are set to do the same with Social Media!
In the fickle world of online chatter, yesterday’s achingly fashionable meeting points are rapidly acquiring the appearance of the Royal Bank of Scotland’s’ headquarters.
Already Twitter, becoming bogged down with fake PR tweets as well as fake advertising tweets, so much so that already the kids dismiss it as tired! And are moving on.
As soon as the buzz of innovation starts to fade the “cool” but influential people move on quicker than you can send a tweet.
Take Commercial Television,agencies were salivating at the prospect of commercial television and couldn't wait to get in on the act! Advertising Agencies are loath to change a medium that is to them, a money-spinner. Despite the fact that it was non-accountable.
And now Agencies are rushing onto Social Media ignoring the fact that, as in the past, people don’t want their advertising in whatever form. The difference here is that they can easily move away from advertising, you have only to look at the experience of Second Life, that was to be advertising’s salvation. That’s why the early adopters have moved on! And be warned, they still don't know how to monitize the Internet..but we do!
It's all in my book "Television Killed Advertising" plus how clients can make their own "Social Media" environment and become very successful on the Internet. Together with the fact that you learn the real meaning of the word "communication".

Re: RE: Understanding why we shouldn't advertising on the Web!

1792681 — Fri, 20 Feb 2009 16:49:41 GMT

Thanks for the response and yes I agree. The question of how effective any advertising is should be paramount. My regret with this new medium is that, whilst it had the opportunity to avoid the traps of conventional media, it has become like the rest where there is little or no accountability of advertising or measure of effectiveness. And we all know there have been many questions raised concerning click through and the manipulation of such.

I do not deny that there are many niche websites that work well and of course the web and the opportunities it affords is a long term delivery vehicle that will undoubtedly outlive and outgrow the fading media norms. However, my concern is that all media, Broadcast TV, Web, Newspapers and Magazines, can all be made highly effective if only agencies and the clients, who are paying, really understood the meaning of "communication".

Having said this, watch this space because a new communications technique is about to do just that. It will be accountable and independent research will determine just how effective it is in real terms, an impressive ROI.

I am publishing a book towards the end of this month titled "Television Killed Advertising". It details where, in my opinion, the advertising industry has gone wrong together with many examples as to the efficiency and efficacy of advertising with communication included. Perhaps there are lessons to be learned therein, that will ensure the Web does not fall into the same decline.