A TV Commercial on the Super Bowl for only $10,000?

TV Commercial Super BowlAlthough this is an unusual example for getting a commercial viewed during the Super Bowl, it’s a routine example for running a local TV commercial on most other programs that are not the Super Bowl. Here’s how Slippery Rock University, which is just north of Pittsburgh, PA., got their TV commercial viewed during the 2014 Super Bowl for only $10,000 — in the Pittsburgh area.

That last point is the most important for this story and the most relevant for anyone who wants to benefit from local TV advertising. Even though the commercial was run during the Super Bowl, and even though a number of TV viewers presumed it was being run nationally (like most of the Super Bowl commercials), in this case it was actually being broadcast in the Pittsburgh area only. And at the exact same time, there were completely different local TV commercials being shown in other geographical areas all over the nation.  Which is a typical example of how local TV advertising works.  What is unusual is that they got a local spot during the highest-profile TV advertising afternoon of the year. Read more ›

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Posted in TV and Video Marketing

Will Pay-for-Performance (P4P) Marketing Work With a Low Price Product or Service?

Low Price Pay for PerformanceI do receive regular inquiries from businesses seeking to partner with our ad agency on a 100% Pay-for-Performance (P4P) basis. They might even have a number of the “Qualities” and “Criteria” we require and seek for such a Pay-For-Performance partnership.

However, one aspect, in particular, can work against a business seeking such a partnership: Having a low priced product or service, even with a high margin, particularly in a competitive market, such as weight loss, health, finance and insurance (as well as many others).

Now, don’t get me wrong, competitive markets, per se, are not unattractive. In fact, the reason they’re competitive is because a lot of money is being made in that space. It simply takes more time and/or resources to compete in such an environment.

For example, a product that costs less than $50.00, even if it has a 90% profit margin, is not going to make enough profit, after the media buying, to make an attractive partnership from our perspective. Read more ›

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Posted in Website Performance Marketing

Positioning: The Battle for Your Mind

Positioning: The Battle for Your MindIt’s been about thirty years since I read the original text by Al Ries and Jack Trout and I just finished reading the 2001 version. It’s a classic marketing book. Here are a few tidbits from the book.

* Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

* Positioning as an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.

* The basic approach to positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.

* Advertising is not a sledgehammer. It’s more like a light fog, a very light fog that envelops your prospects.

* In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, “positioning.”

* The best approach to take in our overcommunicated society is the oversimplified message. Read more ›

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Posted in Marketing Books

David Ogilvy’s “Secret Weapon” of Advertising

In 1962, Time magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.” In this 7-minute “We Sell or Else” video, Ogilvy discusses his “Secret Weapon” of Advertising.”

“Ladies and Gentlemen, I envy you. For forty years, I’ve been a voice crying in the wilderness. Today, my first love is coming to its own. You face a golden future. – David Ogilvy”

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Posted in Videos

Split-Testing Email Campaigns

Email Marketing $19/Month!

Testing. Testing. Testing. That’s the path to marketing success. This is not a new concept, it’s been around since becoming popularized by Claude Hopkins back in his 1923 book, SCIENTIFIC ADVERTISING.

Split testing or A/B testing are terms that describe running and comparing two versions (A and B) of an ad or email which are identical except for one variation of a test criteria, such as the offer, headline, guarantee, colors, layout, etc. Version A might be the currently used version (control), while Version B includes the new test criteria. The results of the testing series will establish a stronger and more effective ad or email offer. Essentially, the marketer is always trying to generate a new and better ad that out-performs the existing control ad and therefore becomes the new control ad.

When it comes to split-testing emails, here are three steps: Read more ›

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Posted in Email Marketing

George Alger Accepts TV Producer Award




Our Ventura TV Producer, George Alger, accepts a “CAPPIE” Award from CAPS TV, as 2012 Best “Civic and Community” TV Producer.

George Alger is the Principal of Skyworks Marketing, a digital advertising agency specializing in TV, Video and Internet marketing. For more information click, Contact Skyworks Marketing.

 

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Posted in TV and Video Marketing

Skyworks Marketing Strategy: TV, Online and Offline Components

Skyworks Marketing Strategy

What’s the most effective and economical way to use marketing and advertising channels to increase sales?

What sequence of actions will give me the biggest bang for my buck?

Good questions.  The following marketing and advertising strategy provides a workable answer.  Read more ›

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Posted in TV and Video Marketing