My biggest take-away: Regardless of category, up to 90% of purchases are subject to social influence.
Over the years, I’ve found that great ideas can come from every department in an Ad Agency. Case in point… Many years ago we we’re trying to figure out a way to make our dollars for our ANCO Wiper Blades client go farther. And it was the Account Services team, in collaboration with our Media Department, that came up with the big idea. Not, the Creatives.
What we realized was that drivers don’t think much about wiper blades until they’re on the road during inclement weather – at which point buying and replacing blades is an inconvenience. We surmised that if you could reach people in their car immediately before a weather event, they would consider the condition of their wiper blades and take action to replace them ahead of that event.
So our Media team worked directly with the top radio stations in 27 of the rainiest U.S. markets to secure blocks of :30-second spots that would air in Drivetime only, and only on days when the local forecast called for better than a 65% chance of rain during the ensuing 24 hours.
The result was that 56,600 customers converted rebate coupons during the one-month promotional period the spots aired – the highest promotional conversion rate in the history of the brand. As you might suspect, we’ve repeated using that same strategy in media buying for ANCO a number of times since we first conceived it in 2006. And not surprisingly, with very similar results.
If you want to know if Wyse could bring a similar insight to your advertising, product or business, email me at email@example.com. Or send a request for me to call, below.
As someone who works in advertising, you might think that my opinion on Black Friday shopping is “spend, spend, spend.” To which I would say, go for it (especially because it will make my clients happy).
However, the overflow of Black Friday on to Thanksgiving Day has led me to share a different philosophy on consumerism and being connected for at least ONE day – Thanksgiving Day. And really it is a simple idea: Be FULL.
The year is FULL of opportunities to spend money. For many of us our closets, shelves and desks are FULL or reminders of those opportunities. Our in-boxes are FULL of the latest deals, work emails and spam and our phones are FULL of texts, tweets and pictures. Our days are FULL with work, errands and chores and evenings are FULL of TV, social media and snoring.
So on Thanksgiving, why don’t we just take a break and be ThankFULL. Thankful that our lives our FILLED with friends and family. Thankful for a FULL day off work to rest. Happy that we are able to stuff ourselves FULL of turkey, wine and good conversation. And wise enough to realize our lives our FULL of opportunities that many other people don’t have.
So, this Thanksgiving I hope you will consider not going shopping so maybe next year retailers will give those employees who aren’t choosing to be away from their families a FULL day off work. Put down that cellphone. Shut off the computer and enjoy a FULL day of being with those who mean the most to you.
And when Friday comes – SPEND SPEND SPEND
Happy Thanksgiving to you all!
“Thank you Sunday Night Football!” said NBC.
Without Sunday Night Football (SNF), NBC would have finished in 3rd place behind ABC and CBS.
SNF was by far the highest rated program for sweeps as the show averaged a 9.9/9.8 in Adults 18-49 this season.
Have you guys seen The Blacklist? If you haven’t, start watching it NOW!!!
That show is BANANAS!!!!!!!!!!
Here’s the promo for the Fall Finale:
The last episode left us viewers with a crazy cliffhanger!!! Good thing there is turkey this week to distract me from my Blacklist hangover.
Happy Turkey Day Everyone!!
Check out this brilliant new ad for Goldieblox. It was uploaded 3 days ago and already has 6+ million views!
Goldieblox is a toy company started by Debbie Sterling, an engineer from Stanford. The toys are designed to bridge the engineer workforce gender gap (89% of engineers are male) by encouraging young girls to hone their problem solving & building skills.
What a great way to promote that there is more to little girls than princesses & ponytails, while hitting up our nostalgic side with a little Beastie Boys parody!
I can’t wait until my daughter is old enough to play with this stuff!
Talk to you guys later.
MUST. LISTEN TO. BEASTIE BOYS. NOW!!
My name is Krista Beyer. I’m a Media Buyer. I just love that. I love introducing myself to new colleagues & contacts in a sing-songy voice rhyming, “Hi, I’m “Krista Beyer the Media Buyer” and watching the smiles and giggles. I’ve been at Wyse now for 3 years and I love that I’ve been surrounded by the kind of people that appreciate that sort of thing (even though sometimes Jeff Nomina gets SUPER sick of me dancing randomly in his office…).
In January, my husband and I welcomed our first child, Juliet.
See how cute? Awww
I was away from Wyse for a 3 month maternity leave. When it was time to come back in April, I had a lot to catch up on work, visiting with my Wyse peeps and my health! It was time to (as I like to call it) Drop Dat Babyweight!
At Wyse, I’m surrounded by what I like to call Wyse Wellness**. We have a big gang of marathon runners, fitness buffs and experienced healthy cooks here.
Patty got me into Skinnytaste, Karen & I swap healthy Crock Pot cooking tips, Laura & I look for inspiring Spinning songs and when the weather is fine, Julie & I take brisk walks around downtown.
We all watch each other’s back (even if that means Lesley saying “Krista! Drop that donut!”)
Here is a snapshot of Marie, Laura, Terry & I attending Spinning class during our lunch break:
All of this has helped me to drop 32 lbs of baby weight so far! I feel very blessed to be surrounded by so many awesome inspiring people.
Want to be part of Wyse Wellness**?
Here are some tips that might inspire you:
- Find a workout routine that you can be excited about. We love Spinning so much because you can spin to the beat of the music! It’s all about the music. Here’s our Wyse Spotify Spinning Playlist:
- Find delicious healthy recipes. Believe me, I hate boring steamed veggies and grilled chicken breasts too! Here are two of my favorite websites for delicious recipes for all the foodies out there:
- Have fun and reward yourself with occasional treats:
How do you stay Wyse Well? Please leave your thoughts in our comment section.
**This phrase has been exclusively invented by Krista Beyer the Media Buyer and is amazingly awesome.
The health insurance industry is changing. Boy is it changing. It’s no wonder, as employers continually look for ways to trim costs while still offering competitive benefit plans to retain valued employees and attract new talent.
According to client Medical Mutual of Ohio, there’s a growing trend on the horizon. It’s the defined contribution health plan. It takes its cue from the 401K retirement plan, also based on the defined contribution model.
In the 1980s, employers adopted the defined contribution 401K as a way to replace traditional defined benefit pension plans. Defined contribution 401Ks cut administrative costs, avoid unpredictable expenses, and – it can be presumed – relieved pressure to pursue unsustainable yields.
With a defined contribution 401K, the employer gives you defined percentage of your income. Then you kick in the rest.
The employer provides a defined number of investment options under the management of a defined investment plan. You make all the investment decisions.
With advice if you need it.
Apply the same principle and you have the defined contribution group health plan.
The employer provides, in effect, a health insurance gift card. You decide how to spend it.
The defined contribution plan gives your group a number of set options under the direction of a defined plan administrator. You choose the plan that’s best for you as an individual, or for you and your family, taking into account any pre-existing conditions.
And like your 401K, the defined contribution health concept offers virtually unlimited flexibility to customize each plan to suit the needs of small- to medium-size companies defined by Medical Mutual as 100 employee groups or less.
What do you know about the defined contribution health plan? Are you covered under such a plan now? What are its pros and cons? Share your experience.
Follow these links for more information:
Recently I read an article in an email post from the 4As, relaying the story of a shift in GoDaddy’s longtime brand position, and its featuring of race car driver Danica Patrick as spokesperson.
Simply put, the article says: “GoDaddy will junk its [traditional] sexual imagery and focus on humor in its two new Super Bowl TV commercials.” Which means GoDaddy plans to air all new TV spots, “without so much as a jiggle, wiggle or double-entendre giggle.”
Bottom line: I agree with the writer that “rebranding a company that’s invested many millions on its current brand [persona] is a huge risk.”
More important, I understand and agree unequivocally with brand consultant Laura Ries’ comments about this shift in focus, as she questions; “Why would anyone want to change what is working and what has been so memorable? Should Aflac dump the duck? Should Corona move to a lemon instead of a lime?”
Finally, this move seems even more risky when taking into account how much GoDaddy has to show for its decade of Super Bowl advertising efforts. According to the article; “When they aired their first Super Bowl spot in 2005, GoDaddy was a $100 million company. Today, it’s a $1.3 billion company. Two years ago, GoDaddy founder Bob Parsons told USA TODAY that his $70 million in Super Bowl ads were directly responsible for much of the additional $1 billion in business.”
So, what do you think about the new TV/branding approach GoDaddy is taking – or should we be fair and wait to take our digs until after we’ve see the new spots? Will the risk pay off? Or will GoDaddy go “off the rails” heading down this new track? Tell me your thoughts.
Here’s the link to the full article published @ USAToday:
I’ve been tapped to join the Wyse Blog Team.
Where to start? Some credentials to support why I think they think I should blog.
I’ve been an agency writer – no self-discovery sabbaticals, no injury timeouts, no rehab – my entire career.
I’ve written in virtually every medium, to virtually every audience – retail, consumer, professional, and business-to-business.
Over the years, I’ve written for some of the most talented, marketing-savvy, risk-receptive, partnership-building clients in the business. And others who were clearly in the wrong business.
Same goes on the agency side.
I’ve written for print and broadcast media, outdoor, and direct mail. Sales literature, packaging, trade show materials, and client speeches.
In the digital realm: banners, email promotion, and websites.
Add in those guerilla extras that stretch campaigns and waylay unsuspecting eyeballs. Fun stuff like window clings, shelf talkers, and stair steppers.
Yes, I’ve written more than a few PowerPoints. All under protest.
What I’ve written about runs the gamut of client rosters. From vacuum cleaners, welding, and heavy-duty trucks. To, home appliances, electric utilities, and transport refrigeration.
From glassware, cookware, and servingware. To caulks, fillers, and adhesives.
Add to that, health insurance, diagnostic imaging, and tires. Plus respiratory therapy, a law firm, and manufacturing automation.
And how can I forget a certain colon cleansing kit.
I’ll stop there.
But after more than 30 years in the agency business, 16 with Wyse, I’ve never written a blog.
I guess I just have.
I have over many years found myself guilty of using terrible writing style/syntax – most especially when it comes to crafting emails. And what I have found, in thinking about it in order to frame this blog, is that I need to stop the madness. And, if you are guilty of this too… Come on… Stop with me.
People don’t need your eMails to (using all caps) SCREAM AT THEM. You also need only end a thought or a sentence with a single punctuation mark. Not two!! Or three!!! And you don’t need to use slashes when you think that two words will help clarify/illuminate your thought. Pick one. The reader will get your meaning just fine. And finally, don’t write like you text… by doing things like replacing “you” with “u”. Or dropping punctuation, all together.
Just write simply. Write succinctly. And write clearly. And you might be surprised at how loudly you will be heard.