Last year we began introducing simple and direct 30-second television advertising spots for clients targeting specific geo areas here in New Jersey. To keep costs down, but reaching the central New Jersey viewing market, we chose Cablevision to air our ads.
A year later, we are more than pleased with the results.
- MPW Communications developed the script focus, worked with our client to select a real-life on-air testimonial and even added our client to the commercial.
- We carefully selected specific cable channels that suited our target demographic to air our 30-second spot and even determined the optimal time of day each ad would run.
- We monitored results and changed targets seasonally.
- Finally, we negotiated lower advertising rates per ad run and successfully added additional channels to the ad run at no additional charge.
Certainly, today’s marketing strategies are focused primarily on the Internet. However, the vast majority of us still spend plenty of time watching television.
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
We could not find a better way to start a new week than to have Stephanie featured in the Business Section of the Asbury Park Press today. As most of you know, the APP has a fine reputation as the one and only long-standing daily newspaper here in central New Jersey. (Their business and investigative reporting pages are especially well-respected).
Stephanie’s down-to-earth perspective comes shining through in this Q and Q with the Business editor, Dennis Carmody. One of our long-time clients, Dr. Sowemimo, is shown with Stephanie.
New tech, retro tech, the spoken word, the tweet.
Words are persuasive and powerful — regardless of the medium in which they are used.
Here at MPW, we vow to use all these rich words to express the unique and intrinsic value of all our clients in 2014.
We look forward to using them to promote your brand as well.
Cheers! Our best year ever has officially arrived.
*Image credit http://yourfavoriteblend.wordpress.com/2013/03/15/words-to-use-more-often/
A savvy client who purchased an educational enrichment global franchise wanted to offer an additional level of services to meet the specific needs of her New Jersey client base. She was in need of a simple, direct and cost effective website to present her service categories and share client testimonials. In lieu of spending thousands for a website designer to build a custom site, we created a virtually ‘free website’ using WordPress’s Coraline blog template. We paid $20 bucks to purchase a custom URL from GoDaddy.com and installed a geo-specific masthead to add a polished welcome to viewers.
The feature pages and supporting drop-downs offer clear and concise information for harried parents in search of information. Images were stock photos combined with actual on-site photos.
The site functions like a content management system and can be changed and updated more easily than editing a Word document. And there is plenty of room to grow. Priority #1 —video. We recommended introducing a friendly welcome message from the franchise director, a few teachers and some happy customer testimonials (parents and children). Adding key social media is also in the works, of course.
Bottom line–this site helps potential customers get to know JEI and why it stands apart from the competition. This is a great start to markeing a franchise with a personalized, local message. On the cheap. Now there’s a good business plan.
- 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?