Against the Grain: Marketing

Round two of "A Day in the Life..."

8–8:45 a.m. –– Caught up on emails and voicemails. Discussed upcoming client information for the week with Trilix’s media director.  

8:45–9:15 a.m. –– Worked with designer on special ad copy for client. Met with a project manager to get the ad copy finished and ready for the client. Sent to client for approval.

9:15–10 a.m. –– Worked with project manager to get client ad copy ready for ads due this week in the Council Bluffs/Omaha area. Double checked the sizes of the ads, sent ad copy to the media reps at the newspapers and confirmed the run dates. Marked off ads sent on orders and updated production calendars.

10–11 a.m. –– Collected signed insertion orders from newspaper reps after placing schedule for February print ads. Revisions to prices were made on one of the orders in the client’s favor, so revised order and resent to the client.

11–11:45 a.m. –– Continued placing entire 2012 print schedules for client to lock in rates and dates now. Sent out orders to the media reps and collect signed insertion orders.

11:45am–1:15 p.m. –– Lunch with media rep from Farm Progress.

1:45–2:30 p.m. –– Met with media reps from the Des Moines Register. Learned about a new opportunity for a client, and updated the rep on the status of current clients and plans for 2012.

3–3:30 p.m. –– Met with Trilix team members for a quarterly client review. Brainstormed new ideas and opportunities.

3:30–4 p.m. –– Printed off media invoices emailed from various media vendors and filed into client invoice folders to be reconciled, entered and paid.

4–5 p.m. –– Entered remaining print orders for client for 2012 schedule. Sent a few more emails, updated timesheet and closed down for the day.

Super Bowl Sunday is fast approaching, and millions of Americans are looking forward to an exciting game, entertaining halftime show, delicious food and maybe a couple of beers. And for many of us, the Super Bowl ads are the most anticipated, and best part, of the game experience.

After 111 million people tuned into last year’s game, more people than ever are expected to have their eyes glued to the tube in a few weeks. With those expectations, some of the nation’s savviest and largest companies scrambled to purchase their ad slots before the NFL season even began, leaving just five openings by early September (USAToday.com). 

With the average ad package around a hefty $3.5 million price tag, we think it’s safe to say consumers should be in for a real show this year. Common favorites like Budweiser –– who purchased four and a half minutes of air time –– GoDaddy, Pepsi, Coca-Cola and M&Ms are expected to be back.  

“In recent years, we’ve seen a lot of ‘safe’ comedic commercials featuring kids, babies and animals,” says Trilix President Todd Senne. “That was especially true during tough economic years. Now that the economy is starting to improve, we should see a lot more humor and risks as companies try to differentiate themselves. I’m looking forward to seeing who ventures outside the comfort zone.”

With anticipation rising, we at Trilix are gearing up for our seventh annual Super Poll Iowa, a fun and easy way to track the best Super Bowl ads. Look for a registration email from us in a few days so you can cast your vote and be entered for a great prize, to be revealed soon!

Tell us which Super Bowl ads are your all-time favorite on our Facebook page.

Now that we’re a week into the New Year, it’s time to take a look at your 2012 goals. We’re not talking fitness, eating better or getting more sleep (although, I think we can all say those are on our list) –– we’re talking business. Here are three resolutions to get your year off to the right start.

1. Freshen your website. Interactive Director Yancy DeLathouder says, “With the current pace of web innovations, if your site is more than three years old, you’ll want to consider upgrading your site to keep pace with changing technology. In addition to having a wealth of features available from newer technologies like HTML5, older technologies like JavaScript have also been causing quite a stir, replacing Flash implementations with equally functional and attractive, yet mobile-friendly applications. Additionally, new browsers and new browser versions, including mobile devices, may cause websites built for older standards to not function as expected. Upgrading a website to current standards will ensure proper operation for all potential audiences on all potential platforms.”

2. Create a social media policy. Public Relations Specialist Gabby Bladdick thinks every business, agency and nonprofit –– large and small –– should create a social media policy. Why, we ask? “With the way businesses are relying on social media to be a major part of their marketing campaigns, it’s imperative to establish a company-wide social media policy so every employee is on the same page. It should include everything from what they can/cannot say to repercussions for violating the policy. Trust us, you don’t want to end up like this company.”

3. Review your crisis communications plan. If you don’t have one, create one. Public Relations Director Kristin Sunde says, “We recommend clients review and update their crisis communications plans at least once a year, if not more. As staff, stakeholders, and services and products change, it’s likely your plan needs updating. And if you don’t have a crisis communications plan, resolve to put one in place this quarter. Its value will far outweigh the investment if disaster strikes.

2012 is the year to improve –– so let’s do it together! Give us a call if we can help!

I like to consider myself an early adopter; someone who jumps on the latest social media platform to test it out for myself. I’ve been a long-time fan of Facebook and Twitter and I can’t wait to see where newcomers like Google+ and Get Glue go. Social media is a powerful communications tool for people, companies, non-profits…you name it. Here are a few examples and statistics to demonstrate social media’s importance in today’s society.

Mind-blowing statistics of a couple poplar social media platforms’ reach:

• Facebook has more than 800 million active users (source). That’s the population of New York City multiplied by 100.

• 100 million people joined Twitter in 2011 (source).

• 48 hours of video are uploaded each minute on YouTube. That is eight years of content uploaded each day. Additionally, three billion videos are viewed each day (source).

Remarkable real-life examples of social media’s power:

• Most recently, The Collegiate Time –– the Virginia Tech school newspaper ­­–– utilized its Facebook page to keep the campus alert as to where the shooter was. Students and faculty were giving updates minute-by-minute to ensure campus-wide safety.

• The Wall Street Journal or USA Today did not break the news of the Hudson plane crash. Instead, a man who witnessed the crash simply tweeted a photo.  

• Of 20,000 people polled on Mashable, more than half reported they heard about Osama Bin Laden’s death from either Facebook or Twitter (source).

It’s hard to remember what life was like before social media – how would people have reacted to the news of 9/11 or John Lennon’s death. Social media allows you to have a voice. You don’t need to land a front-page story on The New York Times for your organization’s story to be told – you can do it yourself using these amazing social media platforms.

Take time to think about this important question: if you aren’t utilizing social media, who is telling your story?

What other powerful social media examples do you have? Share them with us on our Facebook page.

Thanksgiving is just around the corner. Many Americans will gather with their loved ones to watch the Macy’s parade, feast on turkey and cheer for their favorite football team. After the dinner table is clear, the real work begins. Savvy shoppers scrutinize dozens of print and online retail ads to formulate their Black Friday game plans.

Black Friday is one of the biggest shopping days of the year. Retailers pull out all the stops to woo holiday shoppers during the wee morning hours. Many consumers are willing to sacrifice a few hours of sleep and to score great deals on the season’s most popular gift items. Early-bird specials are taking on a whole new meaning this year with several national retailers announcing plans to open their doors at midnight, coining the term “Black Midnight”. Stores including Target, Walmart and Toys R Us are opening as early as 9 p.m. on Thanksgiving and are advertising “waves” of sales for each hour they are open.

Major retailers can afford to pay employees overtime and offer deep discounts—especially on clothing and electronics—because shoppers will pick up day-to-day and high-profit margin items while they’re in the store. Sacrificing profits to get customers through the door on Black Friday may not be a lucrative strategy for small business owners.

Here are some tips to capitalize on holiday spending without breaking the bank:

1. Hold a customer appreciation event. B2C companies can invite VIPs to shop after-hours while munching on appetizers and enjoying shorter lines at the checkout counter. B2B companies can use this social setting as an opportunity to connect with and cross-sell current and potential customers.
2. Include a bonus gift. Give your customers an incentive to spend a minimum dollar amount, like a free $25 gift certificate with a $100 purchase. This will also increase the likelihood of a repeat visit. 
3. Offer exclusive deals to your social media communities. Reward your Facebook fans and Twitter followers for their loyalty by offering modest discounts and specials throughout the holiday shopping season instead of extreme one-day deals. Use a special code or keyword to track redemption rates.

Are you a local business owner? What’s your Black Friday strategy—extreme one-day deals or modest savings all season long? Share your story on Trilix’s Facebook page.