September 14, 2018
One of the strategies we utilize is helping to share good deeds performed by our clients with New York and New Jersey media outlets.
While we are not directly marketing the services or products of our clients, we are telling a story about their values and the caliber of their brand.
Yesterday, CBS 2 in New York featured a community service project sponsored by our client, a senior living retirement community here in New Jersey.
Our client wa thrilled with the 2-minute feature piece–as well as the added commentary at the end of the piece by senior news anchors Maurice Dubois and Kristine Johnson:
One of our favorite newer small business clients, BLOOM Floral and Events, is working hard to bring in local brides, corporate meeting planners and people seeking florists and decorators for special occasions — birthdays, bar mitzvahs and retirement events. Their target market is Monmouth County.
We were happy to win this terrific New Jersey florist a key public relations placement, a Q & A feature in the Asbury Park Press daily newspaper that covers Monmouth County and Ocean County here in central New Jersey. In print, the article and oversized image spans nearly 50% of the page 1 section, no less, (virtually unheard of in this print media age).
The Bottom Line:
- Est. cost of 1/2 page ad: About $3,500 for a half page ad
- Actual dollar cost to the client for PR placement: $0
- MPW client level of happiness: Very, very high
April 24, 2012
For some years now, we’ve had the pleasure of working with the Frogbridge resort and Windows on the Water banquet facility. Once the recession dug its ugly teeth in a few years ago, consumers and businesses collectively pulled back and stopped spending. But Windows on the Water, a higher-end catering facility for weddings and special events, did exactly the opposite —
They embarked upon a very expensive redesign of their large facility. From interior decor to outdoor hardscaping (from entrance to lakeside patio) to upgraded cuisine, they expanded, reconfigured and renovated.
And it paid off. Just a few years later, bookings have more than doubled. Their advertising budget has actually decreased because customer word-of-mouth is so positive — their marketing campaign is practically viral (although the healthy Twitter and Facebook accounts we manage never hurt).
What does this all mean? Sometimes in business, you have to keep driving ahead when everyone else has taken the detour. Because, in the end, those who take the biggest leap of faith during a time of uncertainty, will reap the biggest reward. Congratuations on your success, Windows, you’ve earned it.
- We laughed (Giants and Eli win!);
- We cried (Madonna’s slow-mo 2012 dancing made us realize that we, too, are old);
- We mocked most of the commercials (except for the Dodge/Chrysler ad with Clint Eastwood that spoke to the real SB audience–all-American viewers–mainstream, middle-of-the-road, driving American-made cars;
- We danced salsa in honor of Mr. Cruz (but really because we won the soccer team football pool )
What were our business takeaways?
- You can try too hard with commercials and confuse people.
- You can work so hard to produce a ‘creative’ ad that will be the envy of competing agencies, but not actually benefit the client because the viewer didn’t understand the messaging.
Hey brand advertisers–did your agency spend your millions wisely? How did you feel immediately after your ad ran? Did it run at the right time during the programming? Did it make sense?
Bottom line–did it work–or didn’t it?