In my role as a business development specialist at an advertising agency, one of the first important rules I learned for my job was that I wasn't my target consumer's first priority. When I first started learning my craft, it astounded me that I would write emails, make calls, send direct mail pieces, etc to prospects, yet, somehow not get through to them. Aside from the obvious hit my pride took, I think it taught me a very valuable lesson: As valuable as I think the service I offer is, I'm just not a top priority for my audience.
My audience, marketing directors & C-level executives, are very busy people. They have a lot on their plate from day to day, and most of their daily tasks DON'T involve my services. So if hiring an advertising agency isn't on their top list of priorities, how do I break through to them and make them listen?
There are a couple of different schools of thought here, but most of them involve frequency. In my world, it depends on the type of prospect I'm marketing to, namely, how badly I feel they need our services. If there's a prospect that I determine really has a horrid marketing program in place, I generally try to flood them with correspondence, making sure that they see our name over and over and over again. The thought is that they'll eventually see our name enough to start really paying attention. Hopefully the connection is made and they make the call.
If a prospect is pumping along but seems as though they'd be a good prospect at some point, I may take a more laid back approach. For example, I know that prospect A will need our services at some point throughout the next year, if not right now. So instead of sending them a note a week for six weeks, I might decide to space my correspondence out to once a month for six months. The hope here is that one of my six pieces of outreach will hit them at just the right time and encourage them to make the move to call me.
Despite the approach you take, always remember frequency is key. In advertising, we abide by the rule of 7. That is, it takes between five and seven impressions before a consumer acts on a piece of advertising. So despite the pain your pride might feel from being ignored, continue to be persistant and you'll make things happen!
Garret Ohm
Thursday, July 27, 2006
Tuesday, July 25, 2006
Emotional Connection Part Deux
So after I wrote the post before, I started thinking about what products I had formed an emotional connection with. And anyone that knows me, knows that probably one of the material things that I'm most fanatical about in this world is Porsche. Despite not owning one (I have set a mandate for myself to own one by age 30) yet, I have still managed to reserve a rather big chunk of my heart for the love of all things Porsche. Here's one of my new favorite pictures so that you non-Porschefiles can get schooled:
It started probably at a young age. I don't remember exactly when. But when I got to college and realized that I was going to school about 10 minutes from one of Baltimore's largest Porsche dealers, I knew I had to work there. Even though I played on the golf team at Towson University (go Tigers), I managed my schedule so that I could work in the service department part time.
It was a cake job. I got to drive Porsches, Audis, Subarus and Mercedes (ok, ok, and VW's too) - take them through the car wash, quality control them, sometimes test drive them on the open road, but more importantly just spend time with them. I love Porsche. Even writing this gets me excited. Pretty lame, huh?
Well anyway, I started thinking about how the marketing of Porsche over the years may have had an impact on my emotions, and it really hit me. All of their ads that I can ever remember have worked hard to evoke an emotion. They usually have BIG pictures and a very small amount of copy. But the copy is very emotional. Porsche wants you to feel the brand, not see it. One of the ads that I'll remember for the rest of my life (It has since become my email signature) was the one that said "Professor Porsche hammered his dreams in aluminum and steel. What's your plan?" I love it. To me it means so many things. It means, if Ferdinand Porsche was able to make PORSCHE out of steel and aluminum, as long as I have a plan, I can achieve anything. In this case, the ANYTHING is a Porsche. Which I wil have by the time I'm 30. :)
Ahhhh, Porsche. I'll take two.
Garret
It started probably at a young age. I don't remember exactly when. But when I got to college and realized that I was going to school about 10 minutes from one of Baltimore's largest Porsche dealers, I knew I had to work there. Even though I played on the golf team at Towson University (go Tigers), I managed my schedule so that I could work in the service department part time.
It was a cake job. I got to drive Porsches, Audis, Subarus and Mercedes (ok, ok, and VW's too) - take them through the car wash, quality control them, sometimes test drive them on the open road, but more importantly just spend time with them. I love Porsche. Even writing this gets me excited. Pretty lame, huh?
Well anyway, I started thinking about how the marketing of Porsche over the years may have had an impact on my emotions, and it really hit me. All of their ads that I can ever remember have worked hard to evoke an emotion. They usually have BIG pictures and a very small amount of copy. But the copy is very emotional. Porsche wants you to feel the brand, not see it. One of the ads that I'll remember for the rest of my life (It has since become my email signature) was the one that said "Professor Porsche hammered his dreams in aluminum and steel. What's your plan?" I love it. To me it means so many things. It means, if Ferdinand Porsche was able to make PORSCHE out of steel and aluminum, as long as I have a plan, I can achieve anything. In this case, the ANYTHING is a Porsche. Which I wil have by the time I'm 30. :)
Ahhhh, Porsche. I'll take two.
Garret
Emotional Connection
In the ad business, we like to say we help forget emotional connections between consumer and brand. And even though we're not on Madison Avenue and aren't working with $25,000,000 ad budgets (yet), I think we do a pretty darn good job of doing so for our clients. Possibly even somewhat better on a relative scale than some of the Mad Ave companies. Let me develop this thought a little bit more.
Take one of our newest clients, Allied Trailers, for example. Allied Trailers is a company that carries those big storage containers like you see at the ports, as well as mobile office units. It's REALLY not sexy stuff. Retail stores and real estate companies often call on them when they need some space. As we came to find out in doing our research, these are people that often find out only a day or two ahead that they need a rental unit. Luckily for them, Allied Trailers can often make that turnaround time, unlike many of their competitors - and that became part of our positioning for them - even incorporating a tagline: "swiftspacesolutions." This, combined with the imagery, the copy, the tone, etc help to evoke an emotion...one of trust, that you're not going to be let down when you're in a jam.
Now put yourself for a second in the shoes of the target audience. Your boss comes to you at 3pm on a Thursday, and says, "get me a portable sales office by tomorrow morning at 9." Who do you call? Luckily, since Allied has been sending you direct mail and you've seen some of their collateral, you've become familar with the branding and it is forefront in your mind. You KNOW that they're going to provide you with a solution to your problem and FAST. Whew.
Isn't it so weird how all of this happens on a subconscious level? People don't even know it's happening, and then BLAM! Pretty cool stuff.
Garret
Take one of our newest clients, Allied Trailers, for example. Allied Trailers is a company that carries those big storage containers like you see at the ports, as well as mobile office units. It's REALLY not sexy stuff. Retail stores and real estate companies often call on them when they need some space. As we came to find out in doing our research, these are people that often find out only a day or two ahead that they need a rental unit. Luckily for them, Allied Trailers can often make that turnaround time, unlike many of their competitors - and that became part of our positioning for them - even incorporating a tagline: "swiftspacesolutions." This, combined with the imagery, the copy, the tone, etc help to evoke an emotion...one of trust, that you're not going to be let down when you're in a jam.
Now put yourself for a second in the shoes of the target audience. Your boss comes to you at 3pm on a Thursday, and says, "get me a portable sales office by tomorrow morning at 9." Who do you call? Luckily, since Allied has been sending you direct mail and you've seen some of their collateral, you've become familar with the branding and it is forefront in your mind. You KNOW that they're going to provide you with a solution to your problem and FAST. Whew.
Isn't it so weird how all of this happens on a subconscious level? People don't even know it's happening, and then BLAM! Pretty cool stuff.
Garret
Who Killed The Electric Car?
Advertising! Oh boy, we're to blame for everything aren't we? haha
Enjoy the article by former Baywatch babe Alexandra Paul. It's pretty well written. I have to admit, I'd love a car I could plug in at night and drive to work the next morning without paying for gasoline!
http://www.cnn.com/2006/US/07/25/paul.commentary/index.html
Let me know what you think!
Garret
Enjoy the article by former Baywatch babe Alexandra Paul. It's pretty well written. I have to admit, I'd love a car I could plug in at night and drive to work the next morning without paying for gasoline!
http://www.cnn.com/2006/US/07/25/paul.commentary/index.html
Let me know what you think!
Garret
Uh Oh!
Check it out: http://money.cnn.com/2006/07/25/news/economy/homesales/index.htm?section=cnn_topstories
Wonder what press like this is going to do to real estate clients? For a long time, my boss and I have been discussing how the real estate industry is largely not in need of advertising support, because they're just not having to do that much. Housing is in such demand that many homes go on the market and are sold within hours.
Now that we're starting to see a downturn, I wonder how many of those clients that didn't need us for marketing support will now come knocking down our door. Many, I hope!
Garret
Wonder what press like this is going to do to real estate clients? For a long time, my boss and I have been discussing how the real estate industry is largely not in need of advertising support, because they're just not having to do that much. Housing is in such demand that many homes go on the market and are sold within hours.
Now that we're starting to see a downturn, I wonder how many of those clients that didn't need us for marketing support will now come knocking down our door. Many, I hope!
Garret
Monday, July 24, 2006
Looking For Something Innovative
I'm so tired of bland companies with no vision. As an agency business development guy, I want to find some companies with innovative new ways to do business. I want someone who isn't afraid of doing advertising that is out of the ordinary.
Bring it on. If you are tired of the same ol 'me too' advertising, give me a call. If you're feeling the need to stray away from safe, email me. I have a few ideas and a team that has GUTS. We're scouring the Washington D.C/Northern Virginia/Maryland market looking for companies that are feeling brave and want to get the word out.
You can get these things from a small, Annapolis-based agency. See more at our Web site - www.thecyphersagency.com.
G
Bring it on. If you are tired of the same ol 'me too' advertising, give me a call. If you're feeling the need to stray away from safe, email me. I have a few ideas and a team that has GUTS. We're scouring the Washington D.C/Northern Virginia/Maryland market looking for companies that are feeling brave and want to get the word out.
You can get these things from a small, Annapolis-based agency. See more at our Web site - www.thecyphersagency.com.
G
I Knew It
Hi all - here's a recent article I read from The Center for Media Research. Despite typically lagging behind the average American in Internet usage, real estate agents are now using the Internet to sell more homes than are sold by the traditional drive-by traffic and signage.
Pretty soon, they say, it will eclipse even newspaper advertising. Nice!
-Garret
Internet Beats Yard Sign For Selling Homes
Pretty soon, they say, it will eclipse even newspaper advertising. Nice!
-Garret
Internet Beats Yard Sign For Selling Homes
The Executive Summary reporting the July Borrell "Update: Online Real Estate Advertising," says that the $11 billion spent on total real estate advertising has stagnated, growing less than four percent over the past four years, while the available advertising inventory, the number of existing homes for sale on the market, rose 41 percent in the last 12 months.
An overheated home-sales market has only recently begun to slow down, says the report, and the proliferation of "free" listings sites on the Internet portends a collapse in the $6 billion print classifieds business, especially with the vast majority of home seekers now using the Internet to find a home. As home sales slowed, the Internet became the most-used method of selling a home, beating out even the old-faithful yard sign.
The study concludes that this "tipping point" will help propel Internet real estate advertising to a $2 billion level this year and push it past $3 billion by 2010, surpassing newspapers in terms of advertising market share.
The summary says that despite the hype about agents and brokers already advertising on the Internet, there is huge room for growth. Sixty-one percent of agents do not advertise on the Internet. And 87 percent of agents are not buying keywords on Google or Yahoo. However, the real estate bonanza has brought an influx of new agents who seem hell-bent on using the Internet to reach new customers.
In the survey of 535 agents, 64 percent of the less tenured agents were likely to advertise online while only 36 percent of the agents selling homes for more than 10 years were likely to advertise online. The rest of the findings indicate that an Internet-marketing gap exists between newer and long-time agents. And, concludes the report, new sites like Trulia, edgeio, Oodle and CityCribs may wind up being the new disruptors to the "old" business models of paid online listings.
| Real Estate Ad Spending, 2001-2010 ($ millions; projections in italics) | |||
| Year | Online Advertising | Total Advertising | Online Share |
| 2001 | $395.71 | $11,169.84 | 3.5% |
| 2002 | $580.62 | $11,166.57 | 5.2% |
| 2003 | $971.10 | $11,762.51 | 8.3% |
| 2004 | $1,159.36 | $11,202.02 | 10.3% |
| 2005 | $1,718.68 | $11,697.99 | 14.7% |
| 2006 | $2,050.10 | $11,591.65 | 17.7% |
| 2007 | $2,560.95 | $10,818.82 | 23.7% |
| 2008 | $2,822.17 | $10,151.42 | 27.8% |
| 2009 | $2,983.79 | $9,502.60 | 31.4% |
| 2010 | $3,067.73 | $9,556.50 | 32.1% |
| Sources: Dun & Bradstreet, Ad Audit Services, Borrell Associates Inc., 2006 | |||
Free summary and to purchase full report, please see Borrell Associates here.
Thursday, July 20, 2006
Retail Advertising Season: Can't Wait!
I am stoked. It's late July now, and it's about time for most retail businesses to start gearing up for the holiday season. SWEET.
It's not that I don't like business to business advertising. I like it fine. It's just that retail advertising is just so much fun. It's generally a lot more exciting than doing pocket folders and inserts and brochureware Web sites.
Retail clients, bring it on. We're ready for you.
Garret Ohm
Retail advertising lover
It's not that I don't like business to business advertising. I like it fine. It's just that retail advertising is just so much fun. It's generally a lot more exciting than doing pocket folders and inserts and brochureware Web sites.
Retail clients, bring it on. We're ready for you.
Garret Ohm
Retail advertising lover
Consumers Go Online Before Visiting A Store
Hi all -
We visited a client the other day in Baltimore that was really surprised when I told them that their customers, like customers of most businesses, probably go online to learn about their products and services long before they even think of stepping foot inside their store. They were pretty shocked, and until that point didn't really see their Web site as a big draw (therefore they had put no money into making it user-friendly or aesthetically appealing, much less positioned properly).
The Center for Media Research recently put out a research brief that speaks to this point. Here it is:
Shoppers Check It Out Online, Then Go To The Store
We visited a client the other day in Baltimore that was really surprised when I told them that their customers, like customers of most businesses, probably go online to learn about their products and services long before they even think of stepping foot inside their store. They were pretty shocked, and until that point didn't really see their Web site as a big draw (therefore they had put no money into making it user-friendly or aesthetically appealing, much less positioned properly).
The Center for Media Research recently put out a research brief that speaks to this point. Here it is:
Shoppers Check It Out Online, Then Go To The Store
According to BIGresearch's June Consumer Intentions and Actions Survey, when asked how often they research products online before buying them in person or in a store, 87% of nearly 7,500 respondents said they did so occasionally to regularly.
Of those who said they researched products online before buying them in the store:
- 58% made less than $50K per year
- 51% were female
- 59% were between the ages of 25 and 54
The survey also divided these respondents into two income brackets to profile which items were most frequently researched online, but purchased in person, by those making above and below $50K per year.(
Joe Pilotta, VP of Research for BIGresearch, said "Those in the higher income bracket researched and then bought electronics most often, followed by home improvement items and appliances. The other group reported electronics, apparel and medicines/vitamins/supplements as their top three products researched online, then purchased in person."((
| Types Of Products Researched Online In Last 90 Days Before Buying in Person (% of respondents) | |||
| Top 5 Products Researched | Adults (18+) | $50K+/yr. | <$50K/yr. |
| Electronics | 39% | 43% | 35% |
| Apparel | 17% | 18% | 17% |
| Appliances | 17% | 20% | 15% |
| Home Improvement Items | 16% | 21% | 14% |
| Medicines/Vitamins/Supplements | 15% | 14% | 16% |
| Source: BIGresearch CIA, June 2006 | |||
In both income groups, the top search engine used for product research was Google.com by a large margin, but WalMart.com made a surprising appearance in the top 5 websites used first among those who did their comparative shopping online before buying in the store.
| Websites Viewed First When Researching Products (% of respondents) | | | |
| Top 5 Search Engines Used | Adults (18+) | $50K+/yr. | <$50K/yr. |
| Google.com | 22% | 27% | 20% |
| Yahoo.com | 8% | 7% | 8% |
| Amazon.com | 6% | 7% | 5% |
| Ebay.com | 3% | 2% | 4% |
| WalMart.com | 2% | 1% | 3% |
| Source: BIGresearch CIA, June 2006 | | | |
Pilota concludes, "... Retailers cannot view online as ancillary to the store, rather retailer websites must be viewed as extensions of the bricks and mortar as well as a concentrated shopping experience."
Additional information on the CIA may be accessed by going here.
Monday, July 17, 2006
The Difference Between Branding and Brand Development
When talking the other day to a prospect (a Maryland/DC area law firm), I realized something. Most clients that aren't INTO marketing, don't really understand the difference between branding and brand development. Well, to make it simple, here's a definition for you:
Brand Development: The development of a distinction for a given brand. In other words, this is how we communicate that X brand is the company that X (USP).
Branding: The colors, fonts, logo that is used to communicate the brand development.
There are many companies out there that ignore brand development and skip right to the branding. This generally results in a whole lot of pretty pictures, but not a whole lot of solid strategy. This equates to work that doesn't, well....work.
If you're looking for a full-service advertising agency that specializes in developing great brands, look no further than us.
That is all!
Garret
Brand Development: The development of a distinction for a given brand. In other words, this is how we communicate that X brand is the company that X (USP).
Branding: The colors, fonts, logo that is used to communicate the brand development.
There are many companies out there that ignore brand development and skip right to the branding. This generally results in a whole lot of pretty pictures, but not a whole lot of solid strategy. This equates to work that doesn't, well....work.
If you're looking for a full-service advertising agency that specializes in developing great brands, look no further than us.
That is all!
Garret
Video On The Web
Stop Pushing Me Back, I Want To Lean Forward
, Monday, July 17, 2006
, Monday, July 17, 2006
The idea to have video in your creative should be far beyond the "cool factor" or a "nice to have," but rather should be a well-planned and integral piece of the communication mechanism of your online campaign. Sight, sound and motion are what draw people in, but ultimately it's the experience and interactivity that captivates the audience, engages them with the brand and keeps them coming back for more. Contrary to what the "Tale of the Tape" column suggested, to rest on the laurels of video in the TV model will garner little more then viewership, which fails to leverage what the Web is all about: interaction and immediate metrics.
The Shape of Video
With the quality of interactive tools available for the Web today, the underutilization of interactivity around video is simply inexcusable. The ubiquity of Flash and quality of the On2 VP6 video codec in Flash 8 provides the ability to pull that user forward and utilize video as a creative element within a creative experience. Video no longer has to be a square box, but can now be a well-meshed creative element directing the user as a navigational guide, a spokesperson pointing to particular elements of the product, or even a character engaging in the publisher's page content.
Tribal DDB recently released the Norelco Body Shaver Web site (disclosure: Norelco is a PointRoll client, though this example is not a PointRoll execution) which is a phenomenal example of creating Web-specific video that has high production value reminiscent of television, but leverages the benefits of the Web to enhance the experience. You can listen to the actor's song, take a "shaving tour," and experience a truly seamless and interactive experience that not only creates the impulse to purchase, but even goes so far as to walk you through how to do that, too, directing you to both online and offline retailers. You effectively create a direct branding experience, combining the benefits of a branding campaign with those of a direct response campaign.
Your Trash, My Treasure
All of this is exciting and great, but some of us don't have a big shooting budget to capture Web- specific content. No problem, go to the cutting room floor. That 2-second outtake may not fit into your 30-second commercial spot, but it might make a great little clip for users to build their own trailer and/or commercial. "When She's Hot" does just this, taking small bits of video and engaging users to create their own 30-second spot with clips of video, sounds and effects.
Remember, old to you may be new to me--and what doesn't work on TV can find new life on the Web if applied creatively. The user is leaning forward and ready to act; it's our responsibility to capitalize on that opportunity. Telling them to sit back and enjoy is not enough. Our users have more buttons, a mouse and even more importantly, intent. They are ready--and, with the Web only, able--to interact. Provide them the means to do so in a creative and engaging manner, and your brand will surely benefit both directly and virally.
Tuesday, July 11, 2006
Human Search Engines
In today's "cool concepts" department, I wanted to point out an emerging field that relates to search engines and search engine marketing. The best way to explain it is probably to point you to this CNN.com article I found.
http://www.cnn.com/2006/TECH/internet/07/11/social.search.ap/index.html
I've often struggled with some of the results that come up on the natural search engines, thinking...there must be a better way to get more relevant information. The big question I see here, is when will this technology hit the tipping point. We saw it happen with Google - who's to say it won't happen here as well....?
I'm also curious to see how this can be marketed. Would it be a pay site? Would revenues be generated by advertising? Would there be some sort of pay per click marketing system built in? Only time will tell.
www.prefound.com is the Website of this company if you'd like to check it out. As I suspected, I can't right now because everyone and their mother is online looking at it since it's on CNN's front page.
More later,
Garret Ohm
http://www.cnn.com/2006/TECH/internet/07/11/social.search.ap/index.html
I've often struggled with some of the results that come up on the natural search engines, thinking...there must be a better way to get more relevant information. The big question I see here, is when will this technology hit the tipping point. We saw it happen with Google - who's to say it won't happen here as well....?
I'm also curious to see how this can be marketed. Would it be a pay site? Would revenues be generated by advertising? Would there be some sort of pay per click marketing system built in? Only time will tell.
www.prefound.com is the Website of this company if you'd like to check it out. As I suspected, I can't right now because everyone and their mother is online looking at it since it's on CNN's front page.
More later,
Garret Ohm
Monday, July 10, 2006
Baltimore Mention: Location Taglines (Not Good, Though)
Hi all -
Check it out, here's a new Brandchannel article that I found that mentions Baltimore. The folks over at the Advertising Association of Baltimore will love this article. The advertising community here was up in arms when Landor Associates, an out of state agency was picked for this account.
Enjoy!
http://www.brandchannel.com/features_profile.asp?pr_id=292
Garret Ohm
Check it out, here's a new Brandchannel article that I found that mentions Baltimore. The folks over at the Advertising Association of Baltimore will love this article. The advertising community here was up in arms when Landor Associates, an out of state agency was picked for this account.
Enjoy!
http://www.brandchannel.com/features_profile.asp?pr_id=292
Garret Ohm
So True, So True, So True
Today the word "sale" is so overused that it has as much value to a business as an "open" sign.
I didn't write this, but it's so true. I'll give $20 to the first person to come up with a new and innovative way to promote a solid deal...
I didn't write this, but it's so true. I'll give $20 to the first person to come up with a new and innovative way to promote a solid deal...
Broadband Reaching Critical Mass?
Hi all -
I just wanted to share with you an article from the Center for Media Research discussing the penetration of broadband in American households. This comes up often for companies that do sophisticated Web site design and implementation.
With broadband in approximately 124,200,000 homes (I DID THE MATH) in the United States, I'm sure we'll now see the big Internet giants making leaps in new technologies suitable for broadband. Not that I'm an internet yuppie, but I'm about tired of them having to cater to the lowest common denominator!! : )
Garret Ohm
High Speed Internet in 60% of Online Households
I just wanted to share with you an article from the Center for Media Research discussing the penetration of broadband in American households. This comes up often for companies that do sophisticated Web site design and implementation.
With broadband in approximately 124,200,000 homes (I DID THE MATH) in the United States, I'm sure we'll now see the big Internet giants making leaps in new technologies suitable for broadband. Not that I'm an internet yuppie, but I'm about tired of them having to cater to the lowest common denominator!! : )
Garret Ohm
High Speed Internet in 60% of Online Households
According to new consumer research from Leichtman Research Group (LRG), 69% of all US households now subscribe to an online service at home, and high-speed Internet services now account for about 60% of all online subscribers.
Overall, cable remains the most common source for residential broadband driven by its strength among higher income households. But DSL now has a greater market share than cable among middle income households. Based on a telephone survey of 1,600 randomly selected U.S. households:
- Thirty-seven percent of all households with annual household incomes over $75,000 subscribe to cable broadband and 27% subscribe to DSL
- Among all households earning $30,000-$75,000 per year, 21% subscribe to DSL and 18% to cable
Other key findings include:
- The mean annual household income of cable broadband subscribers is 12% higher than their DSL counterparts
- The mean income of broadband subscribers is 35% greater than narrowband/dial-up subscribers
- 40% of current narrowband/dial-up subscribers are interested in getting broadband
- 80% of all US households have at least one computer, but just 58% of those with annual household incomes under $30,000 have a computer at home
LRG forecasts that by the end of the year 2010, there will be over 105 million residential online subscribers in the US, with over 80% subscribing to broadband.
| Top Broadband Internet Providers in the U.S. | ||
| Broadband Internet Provider | Subscribers at end of 1Q 2006 | Net Adds in 1Q 2006 |
| | ||
| Cable | ||
| Comcast | 8,957,000 | 437,000 |
| Time Warner | 5,168,000 | 346,000 |
| Charter | 2,322,400 | 126,000 |
| Adelphia | 1,808,004 | 100,554 |
| Cablevision | 1,806,623 | 112,289 |
| Insight | 514,800 | 44,400 |
| Mediacom | 504,000 | 26,000 |
| Cable One | 253,059 | 18,959 |
| RCN | 249,000 | 5,000 |
| Major Privately Held Companies | 4,190,000 | 191,700 |
| Total Top Cable | 25,772,886 | 1,407,902 |
| DSL | ||
| AT&T | 7,432,000 | 511,000 |
| Verizon | 5,685,000 | 541,000 |
| Bell South | 3,145,000 | 263,000 |
| Qwest | 1,678,000 | 180,000 |
| Embarq | 777,000 | 84,000 |
| Covad | 556,950 | (10,225) |
| ALLTEL | 441,475 | 43,779 |
| CenturyTel | 285,791 | 37,085 |
| Cincinnati Bell | 171,000 | 8,500 |
| Total Top DSL | 20,172,216 | 1,658,139 |
| Total Broadband | 45,945,102 | 3,066,041 |
| Sources: The Companies and Leichtman Research Group, Inc. Some figures are adjusted from prior quarters to account for system sales and acquisitions | ||
Thursday, July 06, 2006
Things I'd Like To BAN From Marketing
I started thinking the other day about how ridiculous some companies' marketing programs and brands are. Now I'm not going to name any names, but here are a few things that just irk me to no end when I see them:
The Word "Solutions": If I see one more brand called X Solutions, I might go crazy. Everywhere I turn these days I feel like there's a X Solutions or X Solutions Services or something similar. Here's a hint - EVERY company offers a solution to something. To put Solutions at the end of a name only serves to make you look just like everyone else. And keep SOLUTIONS out of your taglines, too....
One Stop Shop: Calling yourself a one stop shop won't do anything but STOP customers in their tracks. Nobody can be all things to all people. Except for maybe Wal-Mart because they sell eeeeeeverything, but that doesn't count.
Starbursts and Exclaimation Points: They are ugly and can be perceived as shouting. Customers don't like shouting! Ditch them and use the white space to your advantage.
Cheesy Jingles: Unless you've got a good one that reinforces your brand and isn't hokey, jingles suck. Use the time and money you spend creating them to do more advertising.
Ok, that's enough of my ranting for now. I'm not trying to sound elitist, but half-assed marketing just doesn't cut the mustard with me....
Garret
The Word "Solutions": If I see one more brand called X Solutions, I might go crazy. Everywhere I turn these days I feel like there's a X Solutions or X Solutions Services or something similar. Here's a hint - EVERY company offers a solution to something. To put Solutions at the end of a name only serves to make you look just like everyone else. And keep SOLUTIONS out of your taglines, too....
One Stop Shop: Calling yourself a one stop shop won't do anything but STOP customers in their tracks. Nobody can be all things to all people. Except for maybe Wal-Mart because they sell eeeeeeverything, but that doesn't count.
Starbursts and Exclaimation Points: They are ugly and can be perceived as shouting. Customers don't like shouting! Ditch them and use the white space to your advantage.
Cheesy Jingles: Unless you've got a good one that reinforces your brand and isn't hokey, jingles suck. Use the time and money you spend creating them to do more advertising.
Ok, that's enough of my ranting for now. I'm not trying to sound elitist, but half-assed marketing just doesn't cut the mustard with me....
Garret
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