Friday, April 15, 2016

Connecting To The Modern Family

Summer’s almost here, and with the season comes the onslaught of family travel. And, just like about everything else in our industry, this market segment is evolving in ways that marketers need to acknowledge.

Family time has become more valuable than ever, as time-starved parents increasingly look to travel as a way to stay connected. It’s making the family vacation a highly considered purchase and a significant investment of time and money that creates pressure to find and experience the perfect trip.

As travel marketers target families, there are are some things worth considering.  Read the entire article here courtesy of Media Post.

Thursday, April 14, 2016

The most successful stores in retail have one thing in common — they're ugly

Some of the most successful retail stores are also among the least attractive. 

Instead of soft lighting and elaborate displays, stores like Aldi, Dollar General, Costco, and Trader Joe's offer no-frills shopping experiences with few bells and whistles.

In turn, they can invest more in prices, giving them a distinct advantage over competitors, Mike Paglia, director of retail insights for Kantar Retail, told Business Insider.  

Read the entire article from Business Insider here.

Wednesday, April 13, 2016

Pets enjoy a golden age of products

Just like their owners, dogs need to stay in shape too.

From eco-friendly birdhouses to cylinder nano aquariums for jellyfish and blingy metallic fetch balls for dogs, the pet products market is flush with innovative and, at times, far-out products.

These aforementioned offerings were seen at the recent Global Pet Expo, where Kevin Rewerts, divisional VP Farm, Ranch, Auto & Pet Division, True Value, said he went looking for distinctive items. “The retail business these days is being driven by higher-quality unique products,” he said. “Products that are me-too or generic are just that — nothing exciting. We are continuing to look for products that differentiate our retailers and move the consumer from a ‘maybe buyer’ to a ‘definite yes’ consumer.”

Read the entire article here courtesy of HBS Dealer.com.

Tuesday, April 12, 2016

B2B Social Media Led By... Instagram?

While LinkedIn leads as a business-to-business platform in terms of penetration and scale, B2B social media engagement is actually highest on hip photo-sharing platform Instagram, according to a new study by TrackMaven, based on an analysis of 316 B2B brands across the major social networks.

Unsurprisingly, B2B brands have been busy on LinkedIn, building relatively large followings of vendors and customers; thus brands in the professional services category have a median LinkedIn audience of 1.2 million followers. They’re also active on Facebook, Twitter, and Pinterest, with varying rates of success: for example, the median number of Pinterest followers was less than 3,000 for most of the brand categories studied.

However Instagram – not necessarily most people’s first example of a B2B medium – stood out for delivering high engagement across a range of categories, with measurement defined by TrackMaven as the number of interactions per post per 1,000 followers.

Read the entire article here courtesy of MediaPost.com. 

Monday, April 11, 2016

Radio drives results – for auto dealers

Auto dealerships have enjoyed a successful partnership with radio advertising for decades. And based on a recent study involving one of the largest dealer groups in the U.S., radio’s effectiveness in reaching potential car buyers is as strong as ever. 

Working with the Utah Broadcasters Association, Ken Garff Automotive agreed to a six-week radio and TV campaign that ran in conjunction with the company’s print, digital and billboard advertising during 2015. Nielsen conducted a survey among Salt Lake City adults to measure the overall impact of the local marketing efforts for Ken Garff Automotive, ranked as the country’s eighth largest auto retail group by Automotive News. Two groups within the survey were identified – one exposed to the radio and TV ads and one that was not. 

To understand the impact of ad recall, opinion of the ads and purchase consideration by the survey respondents, Nielsen analyzed the differences. Here are just some of the results:

Radio's ad recall (36 percent) was nearly as strong as television (39 percent), despite the fact that twice as much money was spent in TV. (Recall was significantly lower on digital ads.)

Purchase consideration was higher among those respondents exposed to either radio or TV ads (36 percent) and even greater among those exposed to both (44 percent).

*  Radio ads earned the highest consumer association for being the most informative (53 percent) and believable (83 percent).

Radio's "cost per awareness" was nearly two times as efficient as television.

For more about this case study, click here for a brief overview.