May 8, 2017
Copyranter: Tech is ruining everything, including advertising
The last truly useful technological advancement was the solar calculator, a wonderfully convenient, money-saving invention. OK, yes, also the internet and throw in the cellular (not “smart”) phone. Otherwise, Silicon Valley has given us a bunch of ultimately useless “shiny” things.
Within about 80 years, half of us will replaced by robots, and the other half will be either working for robots with microchips in our heads, or we’ll be dead from climate change/climate wars/disease/revolution/etc. Silicon Valley is not going save us with a tech version of the fountain of youth. We’ll get a few more years to suffer, if we’re lucky. That’s because the tech enclaves care about their tech enclaves, not you and not the rest of the country. They care about their next “unicorn” and how long they can keep it alive, deceiving and milking investors. Then they’ll just “pivot” to the next one.
Meanwhile, you (not me) will spend five? ten? years of your entire wonderful high-tech life on social media, most of that time staring at your phone screen everywhere all the time, even at the urinal, even as you die. In the upcoming NATO-Russia-China war, will our millennial pilots take selfies as they’re blasted out of the sky? (It won’t matter because Russia will have already hacked all of our weapons systems.) Go ahead, keep snickering, and take another selfie. Just know that your precious phone now allows everybody to track you everywhere: advertisers, the authorities, hackers, hitmen, etc.
You hate Facebook, yet you keep obsessively checking your “feed” every 15 minutes to see if your “friends” are doing better (shit) or worse (yay!) than you. Yet none of you talk to each other, either via your phones (my God, no) or in person. Your idea of “intimacy” is an animated “hi” on a “smartwatch.”
You (not me) can order pizza with sneakers and beer by yelling at a small black tower, meaning you don’t have to run or even walk in those sneakers or get up off your ever-flabbier asses to get fat and drunk. Is Alexa your best friend yet? Be truthful. No matter, it soon will be because it will be able to detect your mood, your emotions — that’s better than your current also-always-plugged-in significant other — and respond perfectly, in that soothing voice. … It’ll order supplies for you, drugs for you, tell you how best to painlessly commit suicide.
Unsurprisingly, tech is also destroying advertising. Ads are becoming ever creepily invasive and yet still don’t work, though flying drone billboards have some promise because they’re really just traditional advertising with a tech trick. Even if you manage to avoid reading old school billboards, more and more these billboards are starting to read you. Because tech ruins everything.
Then, there’s “native” ads. They don’t work, don’t sell, and nobody remembers the advertiser. That’s quite a sticky wicket of a Catch-22, ain’t it? Still, “martech” and “ad tech” are currently at each others throats over whose ads don’t work the least. Ad tech is the worst thing to ever happen to advertising.
Bots, software, AI and other tech are slowly but steadily shrinking payrolls by eliminating creative jobs in all fields. Copywriters, art directors, graphic designers need to think about changing their titles to something like “socio-digital anthropologist” or “ad whisperer” or “creative conceptualizer.”
Now if you’ll please excuse me, I’m taking my Renault Zoe “on the road” to write a Jack Kerouac-ish novel for me.
May 8, 2017
What Comes First – The Data Or The Creative?
“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Rajiv Bhat, senior vice president of data sciences and marketplace at InMobi.
When putting together a content strategy, marketers face a big question: What comes first: the data or the creative?
I’d wager that most would say that marketers should use data as the basis of campaigns and build creative based on acquired and analyzed data.
I regularly make that argument, but we are in a digital content revolution, with brands experimenting and reaching consumers through new creative media, such as 360-degree photos and videos, virtual reality, vertical videos and live-streaming videos.
Data-rich optimization works for finding local maxima in returns. For example, one knows a particular kind of creative works well but would want to test it in different colors. When Marissa Meyer worked at Google, she famously tested 40 shades of blue at 2.5% of traffic each to find the best shade to use for search result links.
However, this is often not enough, and one might need to break out to a new global maximum. Typically, this happens by some hitherto new form of creative. This is one place where intuition beats data.
New Creative Formats Drive Growth
Ordinarily, I would argue that analyzing consumer behaviors should lay the foundation for an advertising campaign. However, when experimenting with new forms of creative, such as augmented reality, marketers face the dilemma of having very little data on hand. Should that stop them from innovating?
By starting with creating content concepts first, creative teams have the freedom to develop their work free of restrictions. In the past year, content creation was the No. 1 factor contributing to the success of B2B marketers, and 85% saw improvement when they developed higher-quality, more efficient content. Developing content not tied to a specific delivery method leaves the opportunity for more engaging content and the chance to explore new creative formats, which is much more likely to be shared.
Right now, mobile video is one of the most popular ad formats, and in 2015 Mary Meeker predicted that video content would represent 74% of all internet traffic by the end of this year. This means digital marketers should consider capitalizing on the power of compelling video content for higher engagement, as opposed to conversions. By emphasizing the content first, instead of relying only on data, the human element of the creative process remains, and you also save time on the back end of your content development.
Don’t Forget The Data
By borrowing techniques from data science, statistics and artificial intelligence to analyze structured and unstructured data, marketers can uncover patterns and relationships to make predictions about future outcomes and events. It’s important to experiment. By testing simple video, static and text ads, you can determine which engagement metrics to use for each format. Often these engagement metrics can differ by orders of magnitude, and each will further depend on the particular campaign. This means that choosing the right option doesn’t necessarily mean choosing the expensive option. Once these metrics have been determined, it’s worth investing in building out something bold and creative within that space.
But, does relying too much on data and statistics take the human element away from the creative process and lead to the same content over and over?
Becoming data-driven helps companies make informed decisions for everything from creating the overall strategy for a campaign to identifying and targeting its audience. The creative process also becomes less time intensive by leveraging data to expedite the development process and personalize the consumer experience.
Cannes Lions recently introduced the Creative Data Lion to recognize creative campaigns that use data as a catalyst for creativity and demonstrate how the use of data enhanced the consumer experience. This award was created to recognize campaigns that are using data in different ways from enhancing campaigns, targeting, visualization tactics and use of real-time data, among others.
So Which Do You Choose First: Data Or Content?
Driving a strategy with data allows companies to take advantage of real-time engagement opportunities and capitalize on breaking trends. Creatives can have different half-lives; understanding the longevity of creatives and making that part of the creative strategy is key. Ultimately, the marketer must determine which method works best based on the creative media and available data. Looking at both the creative options and data enhances content strategies.
A good data-led creative strategy has four components to it: a robust way to rank creatives based on various engagement metrics, recent performance and cost; criteria to cull lagging creatives from the mix; a rebalancing of spend to favor high-performing creatives; and the budget for testing new incremental and discontinuously different creative.
By making informed decisions ahead of campaign strategies, marketers can develop content that works toward the ultimate goal of squeezing as much ROI from these campaigns as possible.
May 8, 2017
Why Direct Mail Is More Memorable
Neuromarketing research shows physical advertisements have a pronounced effect on consumer decision-making.
The most optimal marketing campaigns are multifaceted endeavors, mixing multiple mediums to hit their target audience. Magazine ads, websites, billboards, direct mail, social media and smartphone apps are just a few ways companies convert customers. To drive profits, businesses must allocate their marketing dollars across the right channels. Today, no brand can dispute the power of the digital world, but what about physical advertisements like direct mail and print ads? What gives them their edge?
To get to the heart of this question, the U.S. Postal Service Office of Inspector General partnered with the Center for Neural Decision Making at Temple University’s Fox School of Business to study the power of print and digital advertisements. Together, they found participants spent more time with physical advertisements, showed more desire for a product seen in print and were more stimulated by physical ads than by their digital counterparts. Below, we’ll dive deeper into the research and the results. Read on to learn how and when physical advertisements dominate digital marketing.
At the heart of this study lies neuromarketing. This emerging field combines the insights of multiple disciplines, including neuroscience and psychology, to answer questions about marketing, consumer behavior and advertising phenomena.1 Working with Temple University, the USPS used neuromarketing tactics to explore how consumers processed and engaged with physical and digital advertisements, both consciously and subconsciously.
By looking at these neurophysiological measurements, researchers were able to make conclusions about consumers at three stages of the buying process. These stages include: exposure to information, retrieval of information, and action. By understanding consumers’ subconscious responses, businesses can optimize their marketing strategies and determine when to use mail, digital media or both in combination.
Temple University used survey questionnaires, eye tracking, core biometrics and neuroimaging to compare the effectiveness of both types of advertisements. In the first study session, participants viewed physical and digital ads for products, services and restaurants. The physical ads were printed on postcards, while the digital ads were embedded in emails. Eye-tracking equipment captured which ads they looked at and for how long. At the same time, biometrics equipment measured heart rate and skin conductance, which indicated physiological response resulting from emotional engagement.
A week later, researchers carried out a second session, in which they tested memory and willingness to pay. During this session, a functional magnetic resonance imaging (fMRI) scanner measured the participants’ brain activity while they answered a series of questions about advertisements. Each subject had to indicate which ads they remembered from the week before. Finally, they underwent a simulated purchasing process, in which they had to report the amount they were willing to pay for each service, product or meal. Parsing through this data, researchers were able to make a number of telling conclusions.
Physical advertisements were proven to have more influence than digital ads in a number of ways. Not only did participants spend more time with physical ads, they also remembered them more quickly and confidently. Physical ads also elicited a stronger emotional response than their digital counterparts and, overall, had a longer-lasting impact. Looking at brain activity, researchers also discovered that participants showed a greater subconscious valuation and desire for products or services advertised in a physical format. This means physical ads are particularly effective in two stages of the consumer journey: exposure to information and retrieval of information. Digital ads trumped their physical counterparts in only one area: focused attention. Though participants did show more attention to digital ads, they gained the same amount of information from both types of advertisements.
Looking at brain activity, researchers also discovered that participants showed a greater subconscious valuation and desire for products or services advertised in a physical format.
What does this mean for marketing decision-makers? A few things. Digital media is both cost-effective and the fastest way to communicate an idea to customers. Stakeholders should use these digital ads when looking to gain attention and quickly deliver their message. However, print materials like direct mail, billboards and magazine ads have a more pronounced emotional effect on consumers. For marketers who want advertising with long-lasting impact and easy recollection, a physical ad simply has more psychological influence. Both mediums have their advantages. The most effective campaigns will use both in combination to create the most potent marketing mix.
1RARC-WP-15-012 Enhancing the Value of the Mail: The Human Response. www.uspsoig.gov. Office of Inspector General, United States Postal Service, 15 June 2015.
May 2, 2017
The Mental Health Issue Affecting Millions of Americans
Data shows this problem is on the rise.
More than 8.3 million American adults suffer from serious psychological distress, according to new research from New York University Langone Medical Center. That means a higher percentage of U.S. adults are dealing with this mental health issue now than in the past.
The Centers for Disease Control and Prevention defines serious psychological distress as a combination of “feelings of sadness, worthlessness and restlessness” profound enough to affect your physical health. In addition to rising distress, the new findings (published online in the journal Psychiatric Services) show that the country’s “ability to meet the growing demand for mental health services is diminishing,” the study’s press release explains.
Image courtesy of Unsplash
Researchers analyzed data from more than 200,000 Americans between 18 and 64 years old using self-reported surveys, a process that spanned nine years. They found that 3.4 percent of participants met the criteria for serious psychological distress — previous estimates were less than 3 percent, according to the researchers. They also report that in 2014, fewer people had health insurance coverage that allowed them to visit psychiatrists or counselors and were less able to pay for medications they needed than in 2006.
“Based on our data, we estimate that millions of Americans have a level of emotional functioning that leads to lower quality of life and life expectancy,” lead study investigator Judith Weissman, PhD, JD, and research manager in the Department of Medicine at NYU Langone, says in the press release. “Our study may also help explain why the U.S. suicide rate is up to 43,000 people each year.”
Weissman notes that the study can’t explain the erosion of mental health and related services, but says it could be caused by “shortages in professional help, increased costs of care not covered by insurance, the great recession, and other reasons worthy of further investigation.”
At a time when more people than ever are reporting mental health issues (just last month, the World Health Organization announced that depression is the leading cause of poor health worldwide, with more than 300 million people currently suffering from it) it’s crucial that we work towards solutions on a national and global level. This data reminds us how important it is to continue talking about mental health so we can better support people in need and those suffering can seek help without feeling stigmatized.
May 2, 2017
How Do You Pick The Right CMS For Your Business?
How do you pick the right CMS for your business? Should you just use WordPress like millions of others or should you look at different platforms? As a top web development company, we think it is important that each business makes a decision on a CMS that will fit their needs and situations. But how do you figure that out?
In our experience there are a handful of key questions that a business should ask itself first before shopping for a CMS. Once you have those answers, you are then in a better place to find the right product for your needs.
What should you be asking?
These are all vital pieces of the puzzle when it comes to choosing a CMS:
Will it provide the functionality you need? – What do you need from your CMS? Do you need to just enter and edit content? Do you need to add pages and update menus and links? How are URLs generated? How does SEO come into play on pages? What about images? You need to make sure you have a list of what you need the CMS to be able to do.
Can you import and export content easily? – Surprisingly not all systems allow you to export content. This can be a big surprise down the road when you want to change systems or if you simply want to export content to use elsewhere.
How easy is it to expand? – While the initial setup might be sufficient for you to get started, what happens when you need to grow the CMS? Open source CMS platforms are great because of the capacity for growth compared to those proprietary options.
Who will develop it? – Of course there is the question of who will develop the CMS initially and for any expansion. This can be tough because with a CMS like WordPress there are a lot of “developers” out there who really don’t know much about the system but claim to.
Who will maintain it? – If you decide on WordPress then you 100% need someone actively maintaining it to prevent data breaches. Joomla also has had its fair share of exploits. When you update a CMS or add plugins, etc it can open the door to exploitation. Ideally you will have either someone in-house or a firm available for maintenance and troubleshooting.
Will it work in conjunction with my site? – You should pick a CMS that works well with the other technologies you have in your business. Why make like harder by picking technologies that are far enough apart to limit your familiarity and understanding? That just means more work on your end.
What do your top competitors use? – This is a scenario where the apple doesn’t fall too far from the tree. If most of your competitors are using Joomla or Drupal and nobody is using WordPress that should make you re-think about using WordPress. Not that there is anything wrong with WordPress but if another CMS is a top choice in your sector it most likely is for a reason or reasons that should be looked into.
The bottom line is that it can be hard to pick the right CMS for your business. Each platform is different, and while yes WordPress is by far the most installed CMS in the word, that doesn’t mean it is the best option for your business. Consider the questions we asked today and your answers will then form a checklist for what you need out of a CMS that you can then compare against each ones specifications.
Be sure to check back every Monday, Wednesday and Friday for great new Lounge Lizard blog articles.
May 2, 2017
Why Do You Need To Know Your Audience?
Why do you need to know your audience? After all, if your marketing efforts have created ad returning a solid 5% click-through-rate or your webpage has solid metrics, does it really matter that you don’t know much about the people who are visiting your site or buying your products? Top website development companies often talk about “knowing your audience” as being a critical competent to success but is there actual truth to that?
There are plenty of successful businesses out there that probably know very little about their audience and conversely there are businesses that failed even though they had a lot of audience knowledge.
So is understanding more about who makes those purchases actually valuable? The simple answer is yes.
Motivation has always been key
Let’s go back to that ad with a good click-through-rate. Why is it working with 5% success? Why not 2% or 10%?
Many people don’t always want to bother answer those questions because finding the answer is often not that easy. It is much simpler to be happy with that 5% success and then attempt to duplicate it as a way to increase total sales. Or if you have a 2% success you do some tinkering with the slogan and colors scheme and if it doubles to 4% you then can pat yourself on the back.
But why limit yourself to that 4% or 5%?
If you want true success in marketing, the type that can take a 5% ad and turn it into a 10% and then 15% ad, you need to learn what motivates your audience. Motivation has always been key because that is what drives sales.
Knowing your audience provides insights to behavior. Those insights then allow you to look at marketing numbers, website analytics, etc and make sense of the patterns you are seeing. That is why it is so important to get inside the head of your target audience.
Ways to learn more about your audience
It would be nice if we could simply ask Google about our target audience, but we aren’t quite there yet. So in the meantime, here are some tried and true methods to learn more about the people you are marketing to:
Focus Groups – Focus groups used to be a very popular way to learn more about an audience because if you have a large enough one it will represent your target audience fairly well. You can use focus groups for A/B testing for simple things or for much more in-depth surveys to learn about motivations, like, dislikes, etc. When done properly with follow-up interviews you can learn exactly why people are responding positively to your products, messaging, pitch, what they like, what they dislike, or why they prefer you over the competition.
Surveys – Surveys are easier to do in comparison to a focus group and although they do provide useful information it is often a bit less than when you have a live group because it is harder to follow-up with additional questions compared to when you have a live environment. However you can still ask questions like: why did you pick our product, what is the best thing about or product, what is the worst thing about it, or have you tried our competitor’s product.
Interview Existing Customers – People who have converted are the perfect people to interview because in essence they are your core target audience. These are the types of customers you want more of; the ones who already respond positively. Learning more about who they are and what they are about can help you find more people in that same mold. For example if your primary demographic is men and women between 30 and 40 but after interviewing customers who converted you might find that you are twice as strong in the female demographic.
Keep Asking Why – Don’t settle for surface or basic answers. Instead keep asking why and try to dig deeper and deeper to gain the best understanding you can. If the real answer is because you had the cheapest price and above a 3-star rating then you need to know that even if the person is embarrassed to share that truth.
The bottom line is that your audience is the lifeblood of your business. It is the people behind the 5% click-through-rate that matter, not just that 5% number. You need to know your audience because it is customer insight that helps makes sense of those numbers which then puts you in position to craft even more effective marketing campaigns.
Be sure to check back every Monday, Wednesday and Friday for great new Lounge Lizard blog articles.
April 18, 2017
Advertising: (still) power in print
Last week, a study was published which found nearly 20 percent of money spent on digital advertising likely is wasted. In 2016, $66 billion was spent on digital advertisements globally, indicating about $13 billion in fruitless spending. Advertising expenditures were considered “wasted” if they bought advertisements which were never viewed by humans. Instead, those ads were either “viewed” by bots (malware that generates fake click activity) or were never properly loaded on their host websites.
All that jargon boils down to this staggering conclusion, offered by Jason Kint of Digital Content Next: The amount of money lost to digital ad fraud is greater than the total digital advertising revenue for all 80 premium publishers of his trade group, which includes the AP, NBC, NPR, PBS and many more.
That is not to say that any money spent on digital advertising is necessarily wasted or subject to fraud. The transition to a digital-first model of advertising is understandable in our ever-evolving media landscape. Ad-buying firms predict an 8.7 percent decline in global spending on newspaper print ads in 2016. Meanwhile, digital ads now account for 33 percent of the global ad market, which is more than 10 times the share of media spending they held in 2001. However, nearly all of this growth has been concentrated on two major websites: Google and Facebook. In fact, 99 percent of all “new” ad dollars spent in the third quarter of 2016 were spent on those two sites. Of the $2.9 billion of ad growth in that quarter, 54 percent went to Google and 45 percent to Facebook, leaving just 1 percent of growth for all other online advertising platforms.
These numbers suggest that the digital-first advertising model may be gaining popularity—but it is not the best model for all businesses, particularly those that are small or locally-owned. Print readership may be down nationally, but community newspapers have not faced steep declines in readership as larger publications have. For local businesses with limited advertising budgets (which cannot afford the 20 percent waste rate that they would encounter on major sites online), print advertising remains a sound advertising investment. Furthermore, “hyperlocal” news sources thrive in areas (such as rural America) where high-speed Internet access often is limited.
According to a survey conducted by the National Newspaper Association, about two-thirds of adult residents in small towns read their local newspaper, and 40 percent of people consider it their primary source of news. In the same survey, 82 percent of those polled either “strongly” or “somewhat” agreed that they would rather look through newspaper ads than view them on the Internet.
Community newspapers serve a purpose that simply cannot be achieved by online publications or television news. Catherine Moore, the publisher of the Adirondack Daily Enterprise (which has a circulation of 5,000), said her paper found its niche “as a personal and intimate mirror of [the] rural community” it served. Local newspapers are still the best, if not only, place to learn about local governing boards and planning commissions, to read obituaries and to see news about the accomplishments of people you know personally. Because of these realities, “hyperlocal” news outlets, such as ours, remain effective advertising tools for local businesses in our communities.
April 18, 2017
Pros and Cons of Social Media Advertising
Over the last decade, the emergence of social media networks has taken the digital world by storm. Starting off as a way to connect and communicate with friends and family around the world, the use of social media has now expanded into other areas of life as well. As people continue spending more time on platforms like Facebook, Instagram or Twitter, businesses are now seeing the value of reaching out to their customers on social networks.
The last few years brought developments that have made social media advertising simple for businesses of any size to delve into. At the same time, this ease of use has not been smooth-sailing for all companies. Communicating through online methods can often misrepresent the message that businesses are trying to get across, which can prove detrimental to their branding and reputation. Real-world examples show the importance of finding the fine line that exists between a successful online campaign and an outright blunder.
Keeping Messaging Simple & Straightforward
Red Bull’s #ThisSummer Product Launch
Perhaps no other energy drink company is more well-known in the world than Red Bull. Ranked by Forbes as the 74th most valuable brand in 2016, Red Bull is a perfect example of how simple messages can work wonders for even the largest companies. Despite staying true to their one flavor since the founding of the company, Red Bull decided to roll out flavored product lines in the summer of 2015.
The company was able to successfully launch their new energy drinks by focusing on two simple but important components. That of the new design on their cans, and leveraging the coming summer season with the hashtag #thissummer. This direct and simple approach was launched on Instagram just before the beginning of summer, and put Red Bull in a position to convince customers to try their new product lines.
Focus on Empowering Audiences to Drive Social Change
Disney Parks - #ShareYourEars Campaign
The campaign launched by Disney and the Make-A-Wish Foundation portrays how companies can empower audiences to engage with them online for a good cause, and indirectly promote brand awareness. Disney’s call-to-action behind the #ShareYourEars campaign was quite simple. For every picture posted on Twitter, Instagram, or Facebook that featured Mickey Mouse ears and the hashtag, Disney promised to donate $5 to the Make-A-Wish Foundation. What seemed like an overnight phenomenon, public response to the campaign went viral, leading to a donation of $2 million from Disney.
The primary reason this campaign was so successful was due to a focus on the audience as opposed to the brand. Although the Mickey Mouse ears themselves provided awareness opportunity for Disney, the campaign put power in the hands of individuals. By encouraging the public to participate in the simple campaign, Disney was able to indirectly brand itself while keeping the attention on the people and the Make-A-Wish Foundation.
Copycat Campaigns Can Severely Damage Credibility
Twizzlers Lady & The Tramp Campaign Dud
One benefit of social media for companies is that they can analyze what their competitors are doing to capture audience attention. However, this benefit can quickly take a turn for the worse if analysis turns into copying. Twizzlers learned this the hard way in 2015 after launching the Lady and the Tramp campaign to raise money for autism. The campaign turned into a dud due to a lack of cohesiveness, and a clear attempt to ride the wave of the ALS Ice Bucket Challenge earlier that year.
The lack of originality and inability to draw connections between Twizzlers and autism ultimately caused the campaign to fail, and speculations that the campaign would become the next Ice Bucket Challenge were quickly put to rest. Luckily for Twizzlers, the online realm is difficult to litigate for copycat campaigns, so their commercial insurance wasn’t needed to protect them against any potential lawsuits, but it could have been. Not so lucky for the company, however, was that people quickly picked up on their lackluster attempt to recreate the viral Ice Bucket Challenge.
Failure to Read the Audience
SeaWorld and the #AskSeaWorld Campaign
In 2013, the groundbreaking documentary Blackfish was released, detailing the inhumane capture and treatment of orcas in SeaWorld’s captive environment. The documentary shed light on the situation of SeaWorld’s marine animals, and public sentiment quickly turned against the previously beloved theme park. In order to mediate and diffuse the burgeoning tensions, SeaWorld launched their #AskSeaworld campaign in hopes of restoring their image. The point of this campaign was for people on social media networks to ask the theme park about whale and orca care, and an attempt by SeaWorld to be transparent and open in answering questions.
The campaign definitely gained the traction that was expected after the immense awareness that Blackfish raised, but not in the way SeaWorld had hoped. A quick search of the hashtag on Twitter will reveal how the public used this opportunity to further degrade SeaWorld’s brand and credibility, instead of a means of communication as the theme park had hoped for. The inability to determine public perceptions towards the park ultimately led to a social media blunder, as the campaign had an adverse snowball effect on SeaWorld’s legitimacy.
Social media is a double-edged sword, your business could go viral, but not for good reason. Glean what you can from the successes and missteps of the companies above and make sure your next campaign is golden.
April 18, 2017
Why Nextdoor Believes It Can Be Social Media’s Next $1 Billion Advertising Machine
Nextdoor is an online communities platform that essentially combines classic message boards with Craigslist. The startup spent its first five-and-a-half years building a sizable audience of social-media patrons who are more interested in what’s going on down the street than what friends are up to in other time zones. With the possibility of getting to 100 million users by the end of the decade, it’s now rolling out advertising for the first time, and its own revenue forecast is eye-opening.
“We think it will be $1 billion by 2020,” said Nirav Tolia, CEO of Nextdoor. “Look at the Yellow Pages; it’s still a $40 billion business in the U.S. … Over the last nine to 12 months, we’ve been getting more than 1,000 incoming advertising requests per week.”
On Thursday, Nextdoor will announce in-stream native units that look not too unlike other social ads at first glance. At the same time, Tolia and his team contend that they offer marketers a few things other social networks do not—chiefly, home-address data, which is a requirement to joining the site—that can be used to target ads. They have hyperlocal ambitions to attract mom-and-pop shops (like hardware stores, dentists, doctors, lawyers), various kinds of franchisee-based brands (fast food, insurance providers, tax preparers, financial, et cetera) and big-box retailers.
“These are in-feed ads, the same way you’d find ads on Facebook or Instagram or Twitter,” said Tolia. “But they are unique in that you can target by DMA [designated marketing area], by zip code, by neighborhood, by physical address. None of those other platforms can target by physical address.”
It’s true that while Facebook, Instagram and Twitter understand a ton about their audience, they don’t necessarily know if a user actually lives down the street from, say, a specific insurance agent. And therein lies Nextdoor, hoping to incorporate retail addresses and, in the case of insurers and banks, photos of branch managers to bring a neighborhood feel to ads.
State Farm recently tested Nextdoor’s ads in 11 U.S. markets, polling the platform’s members about how they interact with neighbors. In a matter of days, the sponsored posts reached 6.3 percent of all households in the markets, engaging with 94,758 members and generating a positive sentiment score of 97 percent. (Sentiment is a performance stat that Nextdoor is pitching to advertisers out of the gate.)
“Individual members even reached directly out to our team to find out more about our neighbors survey and how they can connect with our brand,” a State Farm rep said via email. “We were very pleased with this response and are exploring additional campaigns for 2017 and beyond.”
Other launch advertisers include Lowe’s, AT&T Fiber and Ring (the doorbell security camera maker). They will be charged a premium, cost-per-thousand-impressions (CPM) rate of $25. What kind of scale can you get at that price? While not giving a specific number, Tolia told Adweek it has “tens of millions of regular users,” 50 percent of which use the brand’s mobile app. He said that 40 percent utilize the platform every day, while 70 percent employ it once a week.
"Certainly by this time next year, we should be as large as Twitter. Two years from now, we should be as large as Snapchat."
- Nirav Tolia, CEO of Nextdoor
“Certainly by this time next year,” he said, “we should be as large as Twitter. Two years from now, we should be as large as Snapchat. We think, ultimately, by 2020 we’ll have 100 million active users in the U.S. alone.”
Nextdoor can be a goldmine for learning about free or cheap stuff, sidewalk-level happenings that daily news publications never report on (effectively, citizen journalism), block-party-styled gossip, parenting tips, local music and theater info, special retail deals and goodwill initiatives. The site has a community for 70 percent of U.S. neighborhoods, per Tolia.
“We expect that to be 90 percent by end of year,” he explained. “It’s not one-to-one communication or even one-to-many like Facebook. It’s many-to-many, involving inspiring, relevant conversations. And it can start talks about what the ad is.”
Tolia said he believes that coupons are a big opportunity for advertisers. “It’s a little strange to get a coupon on Facebook,” he said. “We are more like direct mail.”
He’s putting together a national sales team to bring such advertisers on board, and he said former Twitter COO Adam Bain is an informal adviser. In fact, when he asked Bain about possible executive talent to build his sales team, Bain mentioned his former right-hand man at Twitter, Ali Jafari, who ended up joining Nextdoor in February as vp of business development. (Jafari was vp of partnerships at Twitter.)
So while Nextdoor, which accrued $210 million in funding during recent years, seems confident that it can join the likes of Google and Facebook in the billion-dollar club, it’s probably fair to wonder about such a forecast, since other digital upstarts have struggled to get there. But one thing it appears to have going for it is that it’s kind of like the old Sesame Street song—”One of These Things (Is Not Like the Others)”—of social media platforms.
“It’s context,” said Steve Wymer, vp of communications and policy at Nextdoor, who plans on building the platform’s political ads business. “When you pull up this app, you are not here for funny mustaches. You are not looking to see your friend’s baby in Germany. You are literally thinking, ‘my neighborhood.’”
Christopher Heine is technology editor of Adweek.
April 13, 2017
5 Ways Small Business Owners Can Leverage Social Media To Grow
From Tom and Myspace in 2003 to Mark Zuckerberg and Facebook in 2004, social media has become part of the fabric of society. Almost a decade and a half later, the list of social media networks continues to grow, making it harder to compete through the noise. According to Statista, only 24 percent of the U.S. population had a social media profile in 2008. The current social landscape makes it feel like every family member has a social media account, and that’s because most of them do. In 2017, 81 percent of the population has a social media profile.
There are different use cases for social media. It can be used to communicate with friends and family, track news events in real time, further careers, or discover new music and movies. But for small businesses, the different networks serve as avenues to interact with consumers on a personal level and can convert casual consumers into brand loyalists.
Despite the plethora of social media offerings, only one in four business owners has a social media profile and less than half post consistently, according to the Clutch 2017 Small Business Social Media Survey. This largely remains an untapped and misunderstood market for small businesses, but there are five networks that small businesses should look to leverage first.
Today, consumers have a very clear expectation of businesses on social media, regardless of if the business is big or small. They expect businesses to be on multiple social networks, and they expect a quick response. This is where Twitter provides value to small businesses. It can be used for user engagement, but it can also be used for customer support, allowing businesses to respond to consumers’ questions and concerns in a timely manner.
Twitter also provides actionable insights – for free. Through Twitter, search monitoring and tracking mentions, small businesses can get a real-time snapshot of what consumers are saying about their business and the industry as a whole. By proactively monitoring Twitter, small businesses can see what’s popular and stay ahead of the competition.
Everyone is on Facebook. Well, maybe not everyone, but it is the most popular social media network in the world. Facebook is where consumers go to have in-depth conversations, since they aren’t limited to 140 characters to make their point. Small businesses can either make a brand page or a personal page through Facebook, each offering has different benefits such as the ability to interact with a different array of users.
Facebook also allows businesses to create events that users can join, giving them the ability to invite customers to in-person store visits. Similar to Twitter, Facebook can be used for customer support. In terms of advertising, Facebook allows small businesses to make very targeted ads to a specific demographic, and track their success.
LinkedIn is the de facto social media network for career-oriented users and is known as the largest social platform for professionals. This ability to network makes it the top choice for B2B companies. When selling a product to another business, networking and finding potential clients is one of the best ways to improve the sales pipeline, especially for small businesses that don’t have the resources or reach of larger, more well established companies.
Another way small business owners can take advantage of LinkedIn is through writing content for the Thought Leadership section on relevant trends in their specific industry. LinkedIn groups are also a good way to connect with other small business owners to share stories and best practices, and build relationships with members of your target audience.
Owned by Facebook, Instagram now has more than 600 million users globally and over a million monthly advertisers. Small businesses account for the majority of those advertisers, but that wasn’t always the case. Last year, Instagram introduced new features tailored towards businesses. The company also added Instagram Stories where users – and businesses – could share everyday moments with customers, similar to Snapchat. Now, 80 percent of Instagram users follow at least one business.
Outside of sharing products, moments and business photos with users, Instagram can be used to share user-generated content. For example, by holding a giveaway with a hashtag for the best use of a product, small businesses can see the different use cases from their consumers and share the best photos on their Instagram channel to improve engagement. Instagram plans to further its small business offering in 2017 by adding an integrated booking function to allow users to book a service with a business, such as a haircut, directly through the app.
Pinterest connects users together through shared interests including photography, fashion, cooking, crafting, parenting, wedding planning, and more. Users save pins, which are photos and content, in visual collections called boards. According to Sprout Social, Pinterest’s users are primarily female, with 45 percent of women online using the social platform compared to only 17 percent of men.
While it has been considered a specialized social media platform for consumer facing brands, that perception is starting to change. Recently, Pinterest unveiled its new advertising program called Pinterest Propel that is aimed at small and medium-sized businesses. Pinterest Propel is tailored to the small business segment of advertisers on Pinterest, which could eventually make up one quarter of the company’s revenue.
Each social media platform offers a different set of demographics you can reach based on your small business, whether you’re a B2B company (LinkedIn) or one that offers visual content (Instagram and Pinterest). Not every social platform is going to make sense or work for every business, so it’s important realize which ones will be the best fit for you, and offer a great customer experience on those social platforms.
April 13, 2017
Is Instagram Advertising The Right Social Media Platform For Your Brand?
Instagram made a big announcement last month -- the platform has officially surpassed 1 million monthly advertisers. It’s a big achievement for the photo-sharing platform, and a mark of how far it’s come.
Instagram reports that it has 600 million users globally, 400 million of whom access the platform every day. In late 2016, Pew Research Center reported that 32% of adult internet users in the U.S. use Instagram. That’s nothing to sneeze at, especially for an app that was once derided as just a place for people to share filtered photos of whatever they ordered at brunch that day. Of course, the truth is that Instagram is much, much more than that, and with 8 million businesses currently operating on the platform, it’s safe to say that brands have definitely gotten on board.
Along with Snapchat, Instagram is one of the hottest social media platforms going right now. But how do you know if Instagram is right for your brand? Instead of trusting blindly in the hype, it’s worthwhile to consider all the facts. We can’t tell you if Instagram will work for you, but by looking at costs, ad formats and targeting options, and learning a bit more about the Instagram user-base, it’s possible for you to come to an informed conclusion about whether the platform is one that will work for your brand.
How much does it cost to advertise on Instagram?
Instagram advertising campaigns can be run on a pay-per-engagement or on an impression (CPM) basis.
How much you can expect to spend on your ads will vary based on the objectives you set for your campaigns and the demographics you’re targeting. On average, eMarketer reports that Instagram CPMs are between $5- $6, though this estimate comes from the buyer side and, as such, includes media costs and fees. Average CPCs are estimated to be between $0.56 and $0.72.
Minimum daily budgets on Instagram are very low, so advertisers who are unsure of the results they can expect with the platform can ease into running Instagram campaigns without committing to a big budget right out of the gate.
January 20, 2017
New Hire Alexander M. Ehrlich brings valuable inside knowledge to his role as Asst. Account Executive at Bluetooth Creative
When Emanuel Ehrlich founded Ehrlich Advertising in 1977, he thought that one day his son Steven might take over. He did and renamed it Bluetooth Creative Group. Now Steven's son Alexander has joined the agency as an Assistant Account Executive to become the third generation entering the family business. But he wasn't just handed the job. Alexander had been a summer intern at the shop during each of his four years at Coastal Carolina College, and is now putting his B.A. in Communications (and Minor in Marketing) to good use every day as he assists his team with account management, traditional marketing, social and digital, media planning/buying, and new business. He plays a vital role in every project he leads, and delivers results that would make his grandfather proud.
July 25, 2016
Healthcare Advocacy Solutions New Website And Suite Of Marketing Materials To Be Created By Bluetooth Creative Group.
Healthcare Advocacy Solutions is a Florida-based, healthcare advocacy service provider that helps clients nationwide meet the wage parity benefits and employee advocacy/services required by state laws. Bluetooth Creative Group will be engaging current and prospective clients with a robust Website (Site Architecture, Graphic Treatment/Theme, Content, SEO) that will provide service offerings, information, resources and enrollment forms in an user-friendly navigation with full visitor analytics. Additional informational marketing materials include a services brochure, logo revision, tagline, direct mail design and fulfillment, and substantial Public Relations community outreach and placement. Bluetooth Creative Group will also be providing strategic planning to ensure that Healthcare Advocacy Solutions' explanation of services of enrollment, customer service, benefit package customization, staff hires, and administrative task execution (clerical, translations, HR, data entry and timesheet management) are persuading and prompt a strong response.
June 30, 2016
The “Grandest Grand Opening” For The New Atlantic Lexus of 110, The Largest Automotive Showroom On Long Island, Is Being Created And Managed By Bluetooth Creative Group.
The brand, new Atlantic Lexus of 110 has opened its 50,000 sq. ft. showroom, the largest automotive showroom on Long island, at its new dealership on Route 110 in Farmingdale Long Island. Over 100 new and Certified Pre-owned Lexus vehicles are on full display. A 36-bay state-of-the-art service department, and a host of luxurious customer amenities are just some of the features and offerings of Atlantic Lexus of 110 that Bluetooth Creative Group will be highlighting in their marketing campaign. Included are a chance-to-win contest; a live radio show broadcast from the dealership on Saturdays; a 13-week radio campaign; POP materials; PR and newspaper ads; a landing page powered by web banners; a event-centric newsletter; and a direct mail campaign. As the crowning achievement of NY Auto Giant and Atlantic Auto Group’s owner John Stallupi, the “Grandest Grand Opening” for the largest showroom on Long Island demands the superlative strategic, creative, production and media talents of its agency of record: Bluetooth Creative Group.
May 16, 2016
Lois Transmedia, The Big Idea Advertising And Public Relations Agency, Partners With Bluetooth Creative Group.
Legendary adman George Lois is continuing to make history with his groundbreaking Big Idea marketing miracles with Lois TransMedia, the new full service advertising and public relations agency in New York City. Lois TransMedia will have capabilities in traditional and Internet advertising, marketing, social media, film production and public relations, in partnership with the award-winning international public relations firm TransMedia Group, headed by PR legend Tom Madden. Bluetooth Creative Group’s market research, strategic planning and media buying services will make sure clients are guaranteed to get the biggest bang for their buck. President Steven Ehrlich will be personally overseeing these services.
April 14, 2016
Acclaimed International PR Firm TransMedia Group Returns to New York Roots via Strategic Alliance with Bluetooth Creative Group
TransMedia Group’s Founder and Chairman Tom Madden never lost his fondness For New York values. In his previous life Tom was in charge of PR Planning at ABC, and then became a NBC VP and the Assistant to then President Fred Silverman. Tom left NBC to start his own firm in Manhattan serving clients such as AT&T, Drexel Burnham Lambert, and The City of New York, for which his publicity campaigns earned a Bronze Anvil Award from Public Relations Society of America. In 1987 Tom opened TransMedia in Boca Raton FL, where today he provides Public Relations services to clients worldwide as he continues to grow Transmedia into a major international media conglomerate. This new strategic alliance with New York-based marketing agency BCG is part of that effort, and Tom feels he has come home to his roots. Transmedia will be providing high profile PR and event planning for all BCG clients, bringing even more service depth to its marketing, social, digital and media planning.
April 2, 2016
New Radio Campaign Highlights Bluetooth Creative Group’s Capabilities
BCG has crafted a radio campaign titled “A Marketing Minute from Bluetooth Creative Group.” It features four 60-second commercials that highlight the agency’s major capabilities: Advertising, Branding, Interactive and Media Planning and Buying. Each commercial speaks directly to CEOs and Marketing Managers in the language they understand and use every day. The spots detail the advantages of using BCG to handle all of a company’s marketing needs, and has been responsible for inquiries from both major area manufacturing and service companies, as well as product managers with specific projects requiring the skill and expertise of a dedicated and technologically savvy creative-based agency. Our traditional, social and digital offerings, as well as our 30-plus years as one of the area’s most savvy media planning and buying services are all clearly communicated in these hard-hitting, straight talking commercials.
March 1, 2016
New Website Connects The Dots Of BCG’s Advertising, Branding, Interactive and Media Capabilities
As part of its new agency marketing campaign, BCG has upgraded bluetoothcreative.com to better reflect the enormous amount of new capabilities as well as client successes that now define BCG. The newly structured design of the refreshed site showcases the work and creative end product that our core clients benefit from. It also clearly explains our newer, cutting-edge capabilities that have become essential to the robust advertising programs and marketing campaigns advertisers demand today. Many specific deliverables have been added and are detailed, and Specialty PDFs dedicated to areas of expertise (automotive, financial, real estate and healthcare) as well as a new separate Case Studies section are all working hard to support a robust Portfolio bursting with out latest work.
January 7, 2016
Account Executive Pamela Coleman Adds Knowledge And Experience To BCG Services
BCG’s latest hire is seasoned Account Executive Pamela Coleman. Pam brings 20-plus years of Senior Account Executive experience in metro-area advertising and account management with a particular expertise in retail, automotive and real estate marketing. Strong client contact skills, a winning personality and a high level of professionalism are the keys to Pam’s success in opening the door to positive client relationships. Her “Can Do” attitude makes Pam the go-to BCG person for ensuring that, no matter what the challenges and deadlines of any assignment, the task will always get done correctly and on time.
December 10, 2015
Positive Press for NYCB $20,000 Turkey Donation To Island Harvest Garnered Through BCG Efforts
BCG assisted New York Community Bank (NYCB) with publicizing $20,000 turkey donation to the Island Harvest Food Bank in support of the organization’s efforts to provide Long Island families with nutritious meals. The NYCB donation made it possible for the Food Bank to purchase frozen turkeys and all the trimmings necessary to provide a complete holiday meal to families who are struggling and food insecure. Our nycbcares.com website initiative and PR involvement for this specific event gave people the information and links they needed to learn more NYCB continuing involvement with Island Harvest, and how they could become involved.
November 12, 2015
New York Community Bank Runs New Branding TV Spot From BCG
As part of BCG’s ongoing marketing support of NYCB branches, divisions and brand, we created a 30-second commercial that utilized the iconic NYCB music theme that’s become the bank’s audio signature. The music was originally created by BCG for the bank’s radio commercials, but has been reinforcing TV spots in the New York metro area in the last few years with its dynamic arrangement and clear messaging. The spot is designed to enlarge NYCB’s corporate presence by including the banks multiple divisions that are members of the NYCB Family Of Banks.
November 7, 2015
“Pirate Claus” Stars In Port Jeff Chrysler/Dodge/Jeep/Ram Holiday TV Spot From BCG
BCG continues their pinpoint TV commercial spot campaign for Port Jeff Chrysler/Dodge/Jeep/Ram during the important automotive holiday buying season with an attention-getting spot that cuts through the seasonal auto advertising clutter. Featuring their well-known pirate mascot dressed up as Santa Claus, the spot reinforced Port Jeff CDJR as the premier auto dealership during the buy holiday buying season. Holiday sales were robust as “Pirate Clause” spread the news about the special holiday deals available only at Port Jeff Chrysler/Dodge/Jeep/Ram.
October 15, 2015
Print And Outdoor For Bettina Equities Luxury Apartments Targets College Students, and gets BCG an A+
With over 2000 luxury apartments throughout Manhattan, Bettina has depended upon Bluetooth Creative Group to help them maintain one of the highest occupancy rates of any Manhattan real estate company. BCG initiated a new marketing initiative with print and outdoor advertising targeting the thousands of college and university students looking for affordable housing in Manhattan. Increasing their name recognition and visibility as the best No-Fee real estate choice has helped students understand that they could trust Bettina to provide the housing they need — in the most desirable areas of Manhattan, near their schools and classrooms, and in close-proximity to the retail services and cultural centers New York is famous for.
October 11, 2015
New Website For Town of Hempstead Local Development Corporation Launched By BCG
The Town of Hempstead Local Development Corporation (LDC) wanted to upgrade their website so it more clearly communicates the many services it offers to non-profits that are considering relocating to Long Island. BCG changed the navigation, streamlined the archive accessibility and redesigned the entire look of the site to better reflect the dynamic nature of the LDC. Views are up, and business is good. Visit tohldc.com to learn more.
September 16, 2015
New Capabilities Brochure For Law Firm Tutunjian & Bitetto P.C. Created By BCG
Tutunjian & Bitetto, one of Long island’s premier law firms specializing in Intellectual Property Law, Patents, Trademarks and Copyrights wanted a first class marketing piece to showcase their expertise, experience, capabilities and success stories. In addition, they wanted to stress their local roots, and global reach. BCG designed, wrote and printed an exquisite 20-page brochure that acts as a both a leave-behind and a support element to the website tb-iplaw.com.
August 7, 2015
New York Community Bank Launches ”NYCB Cares” Campaign From BCG
As a community bank, NYCB is deeply involved in a large number of community outreach programs through its various branches and divisions and their personnel — because NYCB cares about the people it serves, and the neighborhoods in which they live. So BCG created the NYCB Cares initiative to act as an umbrella platform on which all of the bank’s community involvements could be accessed. We secured the nycbcares.com URL, and created a Landing Page that helps visitors understand the NYCB Cares concept, and access the three areas that NYCB considers most important: The Community, Giving Back and Community News. The campaign was launched with an out-of-home billboard directing viewers to the nycbcares.com page, and reinforces the NYCB community responsibility programs, focusing on the many community outreaches they participate in the neighborhoods and regions that are home to NYCB divisions and their hundreds of branches.
August 3, 2015
New Ad Campaign For Bettina Equities Luxury Apartment Rentals Engineered By BCG
As the premier No-Fee apartment rental agency/manager in Manhattan, Bettina wanted to reach out to the greatest number of prospects in the most cost-efficient manner. We developed strategically placed out-of-home ads in Metro North railroad stations to speak directly to the hundreds of thousands of rail riders that use the trains everyday to travel back and forth from Manhattan. The advertisements showcased Bettina’s luxury rental buildings, and messaged the No-Fee advantage they offer to prospective renters. Rentals have increased dramatically since the campaign began.
August 2, 2015
New Capabilities Brochure For Town For Hempstead Industrial Development Agency (IDA) Created By BCG
For more than 40 years, the Town of Hempstead IDA has been helping companies take better care of their business with a full array of services. But they needed to strengthen their marketing efforts. We created a multi-page capabilities brochure, which was mailed directly to over 10,000 businesses in the NY metro area. It elevated their name recognition while promoting the full array of services they provide to help companies realize the maximum financial incentives when relocating to the town. This has helped Hempstead remain a regionally recognized commerce center by attracting businesses that normally wouldn’t have been able to make the move. The response rate to the mailer was an overwhelming 5% — a Direct Marketing home run.
August 1, 2015
NY Giant Auto American Diabetes Foundation Journal Ad Donated By BCG
Bluetooth Creative Group has handled much of NY Auto Giant’s marketing and advertising efforts for over ten years. So when President John Pickett was to be honored by The American Diabetes Association as Father Of The Year in 2015, BCG recognized its importance, and took a table at the Gala Dinner. BCG donated a journal ad that proudly heralded the significance of John’s role in moving the ADA’s agenda forward.
July 13, 2015
TV Commercial Showcases Port Jeff Chrysler/Dodge/Jeep/Ram New Showroom Grand Opening From BCG
After many years of planning, Port Jeff Chrysler/Dodge/Jeep/Ram owner Peter Rhein and his son Scott are proud to have opened their magnificent new state-of-the-art dealership with an 18-car showroom. BCG used the pirate spokesperson we developed (a character based on Port Jeff’s long history of pirate activity), to announce the new showroom’s Grand Opening, and brag about its technologically sophisticated service department, and its experienced sales and service teams. As a major employer on Long Island, and a key part of the Port Jeff business community, Peter has relied on Bluetooth Creative Group to keep his business top-of-mind, and the new dealership the talk of the region. As the parrot on the Port Jeff Pirate’s shoulder says, “Shop the Port.”
May 12, 2015
Make-A-Wish Journal Ad For Atlantic Auto Group Partner/Owner Michael Brown Donated By BCG
The Atlantic Auto Group has been involved in many community organizations and efforts while serving as the premier Audi dealership in the greater Long Island and NY metro area. So when Make-A-Wish needed a knight to help grant the wish of Nikolina, a young Long island girl, to be a Princess at her own Ball, Michael offered to be her knight in shining armor. As a longtime client of BCG, we immediately donated a Journal Ad for Atlantic showcasing the important role “Sir Michael” would play on Nikolina’s big night. It was our way of supporting what is a very important charity to the Atlantic Auto Group.
November 18, 2014
American Heart Association Journal Ad Honoring NYCB CEO Donated By BCG
BCG is proud to support any of the charity drives and causes that resonate with particular clients. So when it was announced that Joe Ficalora, President and CEO of New York Community Bank was to receive the 2015 Corporate Leadership Award at the Annual American Heart/Stroke Awards Gala on Long island in May 2015, BCG was proud to take a table, and donate a journal ad for this worthwhile event.
April 7, 2014
New York Community Bank Sponsorship Of “In A New York Minute” Secured by BCG
What better way to highlight New York Community Bank’s support of the New York Metro area than through a sponsorship of a 13-series program of special one-minute television segments highlighting various important historical events that were responsible for the growth and expansion of New York City, and turning it into the international cultural hub it is today. Since 1859, when NYCB was first chartered, it has been a major contributor by expanding its customer services and maintaining a high level of community involvement. We were proud to have helped NYCB support “In A New York Minute” programming.
February 21, 2014
Growing A Greener Future Website Planted By Bluetooth Creative Group
In an effort to increase awareness of the need for more environmental education, sustainability and corporate responsibility across the nation, Bluetooth Creative Group has begun sowing a green educational initiative through its robust website www.growagreenerfuture.org. Environmentally friendly corporations are invited to link their companies to this message, reaching students, teachers, and families with branded program elements that can be a natural extension of their products and corporate communications, or existing social responsibility program.
December 10, 2013
New Radio Project For New York Community Bank Awarded to Bluetooth Creative Group
Bluetooth Creative Group has developed an original music soundtrack for a 60-second radio advertisement for its client, New York Community Bank — the fourth largest thrift bank in the nation. Reminiscent of the popular ‘Mission Impossible’ theme song from the 1960’s television show, the spot’s intent was to differentiate New York Community Bank from its competitors with an original, memorable song. We wrote the copy, composed and produced the spot, and placed the media buy on Bloomberg Business Radio.
November 7, 2013
Weight Watchers International Teams Up With Bluetooth Creative Group
Long-time client Weight Watchers International, the world’s leading provider of weight management services, is teaming up with the Bluetooth Creative Group to create a wide range of new marketing materials to promote its latest programs and meal selections. This highly respected company relies on us for design, production and creative services. Our agency’s on-going support has included a range of projects including creative design and graphics for its packaging, posters, manuals, presentations, in-meal packet cards, and e-mail blasts. The weight loss market is very competitive and our job is to draw customers to the value offered by Weight Watchers.
September 7, 2013
Powell Cove Estates Meets Sales Goals in Record With Materials From BCG
Bluetooth Creative Group is pleased to announce that its integrated creative print and digital campaign for Powell Cove Estates, a luxury waterfront condominium community located in North College Point, Queens, NY, met maximum sales goals and provided the fastest sellout of units in the real estate developer’s history. BCG took this beautiful new condominium development and translated its charm and value into our creative design of its logo, print campaign, collateral material, and online advertising. Potential buyers were driven to see the housing opportunities and quickly purchased homes due to our marketing initiatives and highly targeted, niche market placement.
June 7, 2013
Esplanade Senior Residences Chooses BCG To Market Newest Staten Island Location
Bluetooth Creative Group has been commissioned to produce an integrated campaign for the Esplanade Senior Residence on Staten Island – the newest, luxury residential community from the Scharf Organization, a trusted name in senior care for over half a century. One of five Esplanade residences in the NY-metro region, this was the third location the Esplanade entrusted its marketing to BCG. The goal was to convey the unique offerings of this highly respected and well-known company. Our team developed a comprehensive program of print ads, collateral, press releases, and a unique microsite to promote the exceptional onsite amenities that are offered with its studio, one and two bedroom apartments. The Esplanade was fully rented.
April 7, 2013
Bettina Equities Luxury Manhattan Apartments Partners Again With BCG
NYC-based real estate developer, owner and manager Bettina Equities wanted to spotlight its luxury, No-Fee apartment rentals through an extensive print campaign and corporate video. Bluetooth’s collaboration with Bettina further expanded with multiple out-of-home advertising vehicles. BCG produced and placed advertising materials targeting commuters at various outlets where weary travelers may be enticed to move to Manhattan rather than spend extra time commuting. The media plan included numerous charging kiosk locations throughout NYC; PATH train exposure; and digital signage via a huge wall of nine-HD displays at Penn Station – one of the country’s busiest transportation terminals with 100,000 incoming transit riders descending daily.
September 7, 2012
New York Community Bank Exclusive WNBC Network Program Sponsorships Enabled By BCG
Bluetooth Creative Group recently worked with NBC Channel 4 New York to develop two separate and unique network TV program sponsorships for its client, New York Community Bank. Hosted by Emmy Award winner Gabe Pressman, both programs delivered an estimated million-plus impressions through a full range of advertising opportunities – including 15- and 30-second TV commercials, billboards, online banner ads and leaderboards. The first exclusive sponsorship of NBC’s multi-part television documentary called “Mr. Mayor” offered a look at NYC’s history through the eyes of its past leaders. This series of eight half-hour programs focused on the pivotal moments in the tenure of New York City’s mayors – from William O’Dwyer to Rudolph Giuliani – highlighting how each left their indelible mark on the city’s social and political landscape. “Neighborhoods of NY” was the second follow-up sponsorship secured for New York Community Bank, which showcased various neighborhoods throughout NYC each week over an eight-week period.
April 7, 2012
Bluetooth Creative Group Celebrates 35 Years Of Marketing Success
The year was 1977. The first Star Wars movie lit up the big screen. Reggie Jackson hit three home runs in a single World Series game, and a small family-owned advertising agency in Rockville Centre, NY opened its doors. Established over 35 years ago, the advertising agency has since re-branded itself as Bluetooth Creative Group (BCG) and has been on the leading edge of all new marketing trends. The agency was built on service, and that continues to be its guiding principle. It has successfully transitioned from the Information Age to the Digital Age to the Age of Social Media. One thing that hasn’t changed, and never will, is our unwavering dedication to our clients. BCG is still dedicated to connecting the dots between creativity and results, and created the successful marketing programs our clients depend on us for.