BREAKTHROUGH FALL 2016

Top 6 Reasons To Work With An Integrated Marketing Specialist

We read it in the marketing trades all the time – brands constantly shifting back and forth from integrated agencies to managing a group of specialty shops. We think of ourselves as specialists in integrated marketing. And Our clients certainly think integrated is better. Here are the top 6 benefits we hear:

1. Message Strength: A consistent message is a stronger message (all content from one source)
2. Speed: A seasoned team can find, and act on, opportunities quickly
3. Insight: Analysis of marketing inputs from 360 degrees
4. Accountability: Ownership of results, good and bad, with the ability (and desire) to improve
5. Objectivity: Ideas are media and budget agnostic: straight talk, no turf battles
6. Ease: Turnkey management with one central “point guard” for all input, reviews, feedback, approvals, adjustments, billing, etc.

No other brand story exemplifies this better than out recent campaign for Terminix Service, Inc. From digital display, a 15-part video series, paid search and social media, to branded radio, billboards, emails and our unique mosquito forecast tool, this campaign has it all. Not to mention, a variety of opportunities to optimize success for North America’s ninth largest pest control company.

Oreo's

Holiday Sales–here they come!

Retailers are arming themselves for the upcoming holiday sales season. Most knowledgeable experts are predicting sales increases of 3-4% vs 2015. And they’re going to get the increases from us by starting the push earlier – Halloween is now the official holiday sales season kickoff (it used to be Thanksgiving, remember?).

Mobile is the way to go, with sales through mobile devices now 50% higher than a desktop device. This means retailers will be enticing us to get in the stores as well, with events, giveaways, in-store pickups of online purchases, etc. And we’re going to see a lot of email- perhaps 20-30% more than in 2015. Whether you’re a retailer or just a consumer…watch out, here comes the barrage!

Goodyear Celebrates 61 Years Of “Blimp-Worthy College Football Moments”

For those who grew up watching college football, you most likely have a moment or two from a game that you will always remember. Goodyear has recently compiled a few of those moments for their emotional and powerful ad campaign.

The Goodyear Blimp has been providing aerial footage for college football since 1955. For its latest ad campaign, the brand is putting the blimp front and center by describing the most heroic moments in college football as “blimp-worthy”.

TV ads debuted with the kickoff of the college football season, and print ads are running in ESPN the Magazine and Sports Illustrated. Goodyear has also been promoting the campaign on social media using the hashtag #Blimpworthy.

The campaign is a great compliment to Goodyear’s many other college football sponsorships. In 2014, the company began its partnership with ESPN and sponsored the Goodyear Cotton Bowl Classic, which continues this year. Goodyear is also one of the official sponsors of the college football playoffs.

The 2017 Challenge: Dealing with Ad Blocking

Yes, many of us are old enough to remember VCRs… devices that were once ubiquitous, now sitting on dusty shelves in your local Goodwill store. Among other things, you could ‘zip’ right by the promos at the beginning of a movie and get right to the content you wanted. Now, hit the fast forward button and travel about 30 years into the future. VCRs are gone, and most of us are surfing the web to get the content we need. And most of us understand that ads, just like in the golden days of yore, are how we get the news and entertainment we want— for free.

But wait, the challenge is that unlike print ads, and even ads on TV, digital ads can be rather intrusive. They blink, they move, they cover up, they appear in the middle of content, and many of them are just plain inappropriate (or so I’m told!). Unleashed without oversight, digital ads can be downright irritating. I get it. That’s why ad-blocker software is gaining such traction. It’s estimated that there are about 45 million online users of blocking software in the U.S., and that number is growing rapidly. Ad-blocking software is typically free, easy to download, and best (or worst) of all, it can make load times quicken, downloads download more rapidly, and your computer run better.

The challenge with ad blocking is, of course, that it blocks the mechanism by which we get much of our favorite information and entertainment on the web for free— advertising. The business model developed for web content is very much an old-school model. Providers deliver content in exchange for viewers ‘lending’ their eyes and ears to their advertisers for a short period of time. Without ads, we’re going to put a huge burden on many of our favorite websites and blogs to find revenue another way, or go out of business. One of those ways to gain revenue is to charge a fee.

However, in a recent Adobe online poll, an overwhelming majority of users (80+%) would not be willing to pay even a very small fee to get content without ads. So, people say they hate these ads, but aren’t willing to pay to make them go away.

So, what to do? Without advertising, content on the web will wither away, since we don’t seem to want to actually pay for the content we’re now getting for free. There are various ideas now hitting the marketplace. Facebook, for example, is going to force ads to be seen, even if you have ad-blocking software installed. They argue that ads are part of the Facebook user experience, and they want us to have the ‘full experience.’ One current ad blocker (Adblock Plus) has set guidelines called ‘acceptable ads,’ where ads deemed acceptable—in content, intrusiveness and other measures—will make it through the filter. And more recently, a consortium of major advertisers, publishers, advertising agencies and ad industry groups have launched “The Coalition of Better Ads,” to provide a service where ads will be screened and scored against a set of criteria that are expected to range from load time to creative execution.

As a marketing firm and creator of many of these types of online ads, it is in our DNA to use new technology and creativity to break through the clutter to get our clients’ ads noticed. Yet, it is not the intention to make the content so cluttered as to make it unusable by viewers. We’ll be watching closely to see when a solution will bubble up to make this a win -win for everybody— advertisers, publishers, content creators and most of all, consumers. We’ll get it right!

We’re Proud of our Staff!!!

 

Welcome, Lauren Creel, our new Digital Marketing Associate, who brings several years of experience to our digital strategy department.

As a graduate of the University of South Carolina, she’s (another) huge Gamecock fan, and football season consists of her going to all home games.

She enjoys photography, seeking out the many great restaurants in Charleston, and boating with friends.

New Clients!

 

We’re always proud when new clients choose Rawle Murdy as their communications partner—recently, we’ve added Balsam Mountain Preserve, a 4,400-acre private club community in the NC mountains; BJ’s Wholesale Club, a membership retail store opening in Summerville; South Carolina Association for Community Economic Development, a coalition supporting the development of healthy and economically sustainable communities; and Sea Pines Community Services Association, the entity that protects, maintains, and enhances the resources of Sea Pines property for the community.