Posts categorized under ‘Research / Planning’

The dial tone of failure

February 1st, 2011 by Jill Beeler, Copywriter

Three years ago, I was a listener contestant on NPR’s Wait, Wait, Don’t Tell Me. This is the story of how I was a loser. Twice in one short radio program.

The challenge was simple. The panelists read three news stories. One is real. Two are false. You guess the true story correctly and win a personal outgoing voicemail message from scorekeeper and cool-voice-having Carl Kasell. Pretty sweet if you’re a nerd.

To kick things off, they get to know you. And panelist Paula Poundstone (yes, that Paula Poundstone) asks me what I do. I work in advertising. Easy.

But what do you do, she persists. And I respond plainly that I’m a writer.

The other panelists join in, laughing at me. But what do you write? They want to know. THE WORDS, PEOPLE. HOW ARE YOU NOT GETTING THIS? YOU SEE WORDS ON ADS. I WRITE THOSE.

Do you write billboards or radio commercials or what? YES ALL OF THOSE, YOU DAFT MORONS.

This was apparently blowing their minds.

It went downhill from there. Flustered from being laughed at by Paula-effing-Poundstone, I lost. And they promptly hung up on me. I was left sitting alone in my office, serenaded by a mocking dial tone of failure. 

So, in this highly unscientific study of how people see advertising, I learned the following: Poundstone is a beeotch, people have no idea what we do and podcasts preserve your shame for eternity.

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How technology changes us

February 1st, 2011 by Vanessa Maniago, Vice President of Strategic Development

Vanessa’s Vignette

“It has become appallingly obvious that our technology has exceeded our humanity.” — Albert Einstein

There’s no doubt that the technological advances in the last few years have entertained us, helped us multitask, and become nearly an extension of us.

What would we do without our I-Phones, Skype, Twitter or DVR? How though, do these advances affect how we see the world, how we interact with one another? There is a great deal of academic developmental research out there about the affects of technology on kids and their growing brains, but how have these advances changed how consumers feel and act? And I don’t mean their online behavior. Dads who miss actually seeing their kid kick a soccer goal because they are feverishly trying to record the moment on video. If they had gotten the moment on film, they would have seen it through the lens. 

Does that then alter how they experienced this momentous occasion? Does this make a difference in how present we actually feel in a great moment? Moms who are so encumbered and flustered by the digital photo revolution that they actually miss physically holding a photo album of their latest trip. Generation Y who think it is normal social behavior to be texting while holding a conversation and making at best, minimal eye contact.  The Silent Generation who feverishly oppose the use of ATM’s as they prefer making a once a week trip to the teller in their neighborhood bank. 

While fascinating and convenient, and absolutely necessary, technology has taken something away from us. We have more connection, but less connection at the very same time. While we as ad people and early adopters revel in all the advances, perhaps not all consumers feel this way. Perhaps many are struggling with how to balance technology with reality and comfort. Perhaps not everyone enjoys having to “learn” all that we need to learn these days just to keep up with the Joneses.

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Will consumers spend again?

February 1st, 2011 by Todd Gillins, Vice President of Research

As the recession caused the economy to sink, it looked as though the consumer’s ability to spend would be dampened indefinitely. With high unemployment levels, falling home values, record consumer debt and erratic consumer confidence levels, many felt as though the “Great Recession” could turn into an economic depression. Even those who didn’t feel the impact financially shared common feelings of anxiety and angst that have been prevalent over the past year.

After just a few months into 2010, it appears that some feelings of apprehension may be starting to fade. According to a recent Gallup poll, weekly spending data for March is up over last year. In fact, spending for the week ending March 14 was up 31% over the same period in 2009. Now the question is where will “new spending” levels end up—will they continue to increase or settle somewhere between 2008 and 2009 levels. Some believe the current increase in spending levels is directly related to pent-up demand from the recession, early tax refunds and/or recent Wall Street optimism.

While consumers will continue to lower their debt and purchase decisions will be weighed more carefully, new data confirms the fact that there is money to spend. As marketers actively communicate their brands they can help boost economic optimism and foster additional spending as the economy continues to improve.

Sources: Yankelovich; Gallup.com

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One big happy family

February 1st, 2011 by Gwen Bennett, Senior Research Manager

Gwen’s Gem

According to a recently published Pew Research Center analysis of US census data, the multi-generational household is becoming more common. In 2008, a record 49 million Americans (16.1%) reported living in a household that contained at least two adult generations or a grandparent and at least one other generation. Pew explains that this trend is being created by a combination of economic conditions (e.g., job losses, foreclosures) and demographic changes.

What could this mean for consumer communications? If this trend continues to pick-up steam, messages that cross generational lines or target the main household purchaser for multiple needs across family members could be fruitful. Also, products or services that increase household organization or provide help to the generation heading the household, probably squashed in the middle, could be in demand.

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Census participation

February 1st, 2011 by Zoe Mayes, Administrative Assistant

Did you know that as of April 21, the 2010 census national participation rate was 71% with Nevada trailing at 67%? In 2000 the national rate was 72% and Nevada was 69%.   

 To see the participation rates among other states in real time, click here:

Click on Take Part to see how social media such as Twitter, Facebook and YouTube is being used for the first time to push census participation.

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Kraft campaign hardly cheesy

February 1st, 2011 by Zoe Mayes, Administrative Assistant

Gwen’s Gem

In a new campaign, Kraft Foods is targeting adults to get them back to buying and eating their entire Kraft Macaroni and Cheese line.

They want grown-ups to get the blues in the night, and in the afternoon and at snack time, too.  The blues are the familiar boxes that we see in the stores.

They want adults to remember it’s the taste they have grown to love. To underline that message, the campaign carries the playful them, “You know you love it,” and continues with lines such as “The most fun you can have with your stove on,” “Outgrow outgrowing it,” “Imported from your childhood” and “Parents need warm cheesy hugs.”

The campaign began with a commercial during the ninth-season finale of American Idol. There will be other TV commercials; print ads; billboards; online ads; a website, youknowyouloveit.com; a presence in social media like Facebook and Twitter; and even “noodle art” – replicas of macaroni noodles, 20 feet long and 9 feet high – placed in and around landmarks like Fisherman’s Wharf and Wrigley Field.                    

The company intends to spend more than $50 million this year to promote their products, an increase of more than 30 percent from last year.

It was one of my favorite foods growing up and still is.

 

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“Rise and Shine”

February 1st, 2011 by Todd Gillins, Vice President of Research

Todd’s Tweet

Maybe you saw it first during the Oscars, or more recently during a morning news program. A local ad shop created the new McDonald’s spot that has been running in Vegas. It’s 60 seconds long and features a father timing his daughter running through Red Rock Canyon. It also features the song “We Are Alive” by local band Hungry Cloud. The first time I saw it, I had no idea it was an ad for McDonald’s until their familiar tag “i’m lovin’ it” was displayed at the end. After seeing it a second time, I noticed the McCafe cup, which really wasn’t a focal point of the storyline, but is shown a few times throughout the spot. Other than the cup and tag line, there aren’t any other typical McDonald’s images or associations in the commercial. Imagine that … an execution that doesn’t highlight the product.

The scenery is beautiful. At first glance, I thought it looked like a familiar place and as I kept watching, I knew it was filmed locally. I also like the song “We Are Alive” and it kept me engaged with the spot. To my knowledge, the spot has only been shown here in Vegas.

While the majority of consumers still believe there are problems with both our country and the economy, the desire to emerge from the doldrums of the past recessionary period are very much alive. In fact, this spot speaks to the desire that many of us have, to move beyond the past while maintaining a focus on those aspects of life that are most important – such as family connections and good health. Even the song, which builds dramatically at the end, reinforces the idea that the future holds great possibilities and provides a sense of hope – a mood which most of us are trying to embrace right now.

And if you can throw in a little McDonald’s along the way, then as my son would say, … “I’m lovin’ it!”

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Home improvement = soul improvement

February 1st, 2011 by Vanessa Maniago, Vice President of Strategic Development

Vanessa’s Vignette

While we may not all be happy homeowners right now with the downturn of the market, more and more of us are relying on ourselves to make improvements to our homes as opposed to paying someone to do it. Not only is the construction industry facing challenges – so is the home improvement industry – the tilers, painters, plumbers and carpet installers. For consumers, that means taking on more ourselves.

Where do we turn for help in the advent of the big box home improvement stores? Lowe’s and Home Depot of course. But, which one? Whichever one is closest to our homes? These stores have gotten a bad rap in recent years for abysmal customer service. How many of you have stood alone in a six-foot-cavernous aisle pathetically ringing the little bell to have no one come and show you what you need to buy in order to do a project? Also, these stores have become almost as ubiquitous as Starbucks had recently. Aren’t they on every corner? What truly differentiates these two? Perhaps on face value, nothing. Yet, Home Depot’s new campaign, “More saving. More doing.,” somehow sends quivers down my spine. It made me ask, “Whose campaign is this now?” As the fantastic voiceover (Ed Harris) gets me excited about home improvement through his raspy, get-er-done, you-can-do-it tone, I contemplate which of the things he mentions I truly would like to undertake first. Is it painting? Landscaping? Whatever it is, Ed has engaged me – suddenly I’m imagining the possibilities, hoping and dreaming. Perhaps the time has come for us to get back to doing things that have felt like a luxury. So for that, Home Depot, I thank you. Hats off for getting beyond $9.99 bags of mulch and for making me, among others, start to dream again.

Note: The slogan “More saving. More doing.” was introduced by The Home Depot in the March 18, 2009, circular, replacing “You can do it. We can help.,” which had been used since 2003. Other slogans used in the past 25 years include “The Home Depot, Low prices are just the beginning” in the early 1990s and “When you’re at The Home Depot, you’ll feel right at home” in the late 1990s and “The Home Depot: First in Home Improvement!” from 1999-2003. The campaign is currently handled by the Richards Group.

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Who doesn’t love pizza?

February 1st, 2011 by Jason Bailey, Account Executive

Along with touting their new and improved crust, sauce and cheese, Domino’s Pizza is currently targeting “pizza holdouts.” Embracing social media, Domino’s is asking consumers to capture the taste buds of pizza holdouts (get Facebook friends to try the new Domino’s Pizza and collect rewards while doing it).

In addition, the company’s TV spots focus on three individuals who have held out on trying the new Domino’s Pizza. The pizza giant pulled out all the stops and built personalized and full-blown media campaigns meant just for these three specific guys.

At a time when many consumers are leery about big businesses, Domino’s has gone out of its way to speak directly to those consumers and go, literally, to their doorstep. A good move when the company is trying to get people to try their new product and dispel any old perceptions. Not an easy task, but Domino’s is doing it.

The result? In the first quarter after the campaign began, Domino’s had a 14 percent revenue increase – at a time when most fast-food joints are flat or down.

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Belly-up

February 1st, 2011 by Gwen Bennett, Senior Research Manager

The bellies have it! It’s likely that you have seen an execution of Southwest’s new “Bags Fly Free” campaign on the bellies of its ground crew (hard to miss). On your next Southwest flight, look for another campaign execution – on the belly of your plane.   

This campaign speaks to me because of the simplicity of the message. In the current environment of economic caution and personal financial concern, the feeling of being “nickel-and-dimed” creates even stronger ill will toward the airlines. Southwest has stepped up to buck this trend. The message is so simple – bags fly free. This approach not only provides real financial value to the customer right now, but also continues to create good will and to strengthen one of Southwest’s key brand elements – caring about people. Not to mention, we already know and love that Southwest is a bit of a rebel in the airline industry. This campaign continues to confirm it. 

And the execution of the message is not too shabby. Southwest is leveraging their existing staff and infrastructure to promote the message. Who can forget the TV spots with the “Rampers” actually touting the message on their own bellies? This approach screams loyalty, excitement and fanship. It’s engaging and believable. What’s even more interesting is that the bellies of more than 50 Southwest airplanes will also carry the message, with an arrow actually pointing to the cargo area where customers’ bags will fly for free. That’s simple, tangible and valuable. The bellies definitely have it.

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