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New TV and Radio Spots

April 19, 2011 By admin Leave a Comment

Precision Acura TV Spot

BOC Partners has been busy lately putting up new TV and Radio spots for our clients. The most recent TV spot we’ve done was for Precision Acura of Princeton. You may come across the commercial above on TV within the next few days or you could check it out here. Along with the TV spots we also have some New York radio spots from various NYC stations. Like always you go to the Our Work section of the site and see them, but I’ll save you the finger strain and post them below as well.

WINS NY Ad

WBLS NY Ad

WKXW Ad

Filed Under: BOC marketing, Television Advertising Tagged With: , , ,

Social Media Part 1

December 4, 2009 By admin Leave a Comment

Many companies view social media as another outlet to pump their marketing messages into, especially marketing companies that have had success in other areas of marketing such as SEO, PPC, email advertising, or traditional media marketing outlets like television advertising, radio advertising, or print advertising.

Facebook fan pages, MySpace accounts, Twitter streams, blogs, YouTube channels, Digg submissions, Flickr accounts, Wikis, even rating and review sites are all social media marketing tactics you see commonly touted as efforts companies should be doing. But have you ever stopped to ask why?

Why should your company have a Facebook fan page? Is it because everyone else does? Maybe your competition does?

While it may seem cool to be able to say that you have all of these different social media accounts, you have to ask yourself if these marketing tactics are what you need to be doing to be successful in social media?

Filed Under: BOC Partners, Marketing Trends, Print Advertising, Radio Advertising, Social Media, Television Advertising, Traditional Media Tagged With: , , , , , , ,

Comcast Buys a Controlling Share of NBC

December 4, 2009 By admin 1 Comment

Comcast will acquire a 51% interest in NBC Universal from General Electric in a deal valued at $30 billion.

As part of the deal, the French media company Vivendi will sell its 20% stake for $5.8 billion, leaving GE with a 49% stake.

This deal creates a massive media giant with assets spanning broadcast, cable advertising, telephone, internet, and movie and television advertising, as well as theme parks. NBC, the network in the middle of it all, will be just a small part of it.

NBCU’s cable presence will be much more prominent with the addition of Comcast’s Versus, the Golf Channel and E! Entertainment to its portfolio, which includes CNBC, MSNBC, USA, Bravo and SyFy.

However, integrating it all while winning regulatory approval could take well over a year.

What it will mean for media buyers and any full service ad agency is hard to say at this point. The upside for marketing companies is the ability to place clients across a wider range of media outlets. However, such deals are difficult to execute, and media buyers have long turned away from them.

The downside for media buyers is that consolidation typically leads to higher prices.

But Wall Street analysts have favored the deal, believing Comcast is far better suited to run an entertainment company than GE.

Jeff Zucker will remain chief executive of NBCU, reporting to Comcast CEO Steve Burke, but at some point Zucker will likely be replaced. Zucker has survived under GE but his track record as a CEO has not been up to par. He’s been widely criticized for managing for the bottom line and blamed in particular for NBC’s tumble to 4th place in the ratings.

Presumably an early goal for Comcast will be to invest dollars and talent in making NBC the flagship TV property once again.

Filed Under: BOC Partners, Cable Advertising, Marketing Trends, Television Advertising Tagged With: , , , , ,

Making Vague Cable Advertising Analytics Work For You

December 2, 2009 By admin Leave a Comment

In relation to measuring analytics, most cable advertising reps know about audience reach, demographics, and top-line results. Of course, this data is nowhere near as deep as the analytics data from an online advertising campaign. With online, we can know who’s responding to our ads, what they’re doing on our websites, how much time they spend there, and whether or not they complete a purchase.

But even without that in-depth level of data, most people believe that cable advertising works. But too many cable advertising reps allow themselves to be beaten when it comes to measurement. When compared with the detailed analytics available for online ads, television advertising can be somewhat sketchy. However, that only makes it far from being useless.

Television advertising (and offline tracking in general) can provide much greater insight than most people think. Understanding this can help make cable advertising measurement almost as precise as online advertising measurement.

Gathering data, and making decisions based on that data, requires a system that can take into account imperfect, incomplete, and subjective information, and then provide context for that data in order to help us understand the situation.

In order to deal with the vagueness of cable advertising measurement, you need to find a doable level of tracking, accept it with all its imperfections, gather the data, analyze the data, and learn more as you go. You can improve on the system itself as you learn more. This enables your television advertising measurement system to evolve into a system that is almost just as accurate as online data analytics.

Some rules to follow are:

  • Have intimate knowledge of the company, its performance indicators, and the patterns and trends that already exist with its performance. How would the company be doing if no advertising was running? Identify the patterns and trends that already exist.
  • Make sure to do the work. You need to gather data from your advertising campaigns and compare it to your baseline. Analyze the data. Make the incremental changes as you go. Keep an eye out for any peculiarities for that time period and make allowances for those. Over time, this will evolve into a highly efficient analytics machine.
  • Make comparisons with what your performance model is telling you with big company-wide metrics like profitability.
  • Finally, never burden your potential customers with tracking. Don’t create custom URLs just to track the campaigns. This will reduce your overall response rate.

You can know if your system is working if the ROI is positive. All you need to do is measure it. And an ROI-positive campaign is incredibly scalable, so it will give you the ability to increase frequency and build brand awareness.

Filed Under: BOC Partners, Cable Advertising, Television Advertising Tagged With: , , ,

Google Teams Up With TiVo to Make Its Way Into Television Advertising

November 25, 2009 By admin 2 Comments

In its venture to convince advertisers and advertising agencies to buy television advertising time through its online auction-based Google TV Ads platform, Google has made a deal with TiVo giving media buyers access to digital set-top data generated by subscribers of TiVo. This deal is the most recent move by Google to gain a following among mainstream marketers and advertising agencies for its television advertising platform. The platfrom has gotten alot of popular buzz but it has failed to gain any critical mass because of its limited access to quality television advertising inventory.

Up to now, Google TV Ads has plans to sell local advertising on DISH Network, and national TV ads on a handful of mostly low-rated or emerging cable TV networks.

Google is using the deal with TiVo to leverage their enhanced data to make the Google TV Ads platform more attractive to advertisers, and as a result, more appealing to big TV networks to begin using to sell their television advertising time.

Google TV Ads main data source is the digital set-top boxes of DISH Network subscribers, and some small digital cable TV systems that have partnered up with Google. Google subsequently enhanced those TV audience data streams by licensing demographic TV audience information from Nielsen Co., and more recently by licensing geo-demographic analytics data from Nielsen’s PRIZM system.

The new deal with TiVo gains access to second-by-second DVR viewing data, which will give Google TV Ads advertisers insights about household-level advertising impressions generated by their buys, but it does not include any of the enhanced analytics generated by TiVo’s StopWatch service, which is not covered by this deal.

Google hasn’t disclosed how much television advertising is actually being processed through its platform, but the system is believed to be popular mainly with direct response and “long tail” advertisers and advertising agencies, and among bigger advertising agencies using it primarily to test and gain insights about TV audience exposure via the system, which competes with Microsoft’s NAVIC, and Spot Runner’s Malibu platforms. The cable TV industry’s Canoe Ventures also is seen as a potential competitor or collaborator with Google TV Ads, but its long-term market play still remains unclear in the minds of many TV buyers and sellers.

Meanwhile, the amalgamation of TV audience data streams and analytics tools being assembled by Google TV Ads has been both intellectually attractive to Madison Avenue, as well as confusing, as was evident during a series of presentations made by various data suppliers and end-users during a TV audience measurement summit held by Google earlier this month.

During one of those presentations, Nielsen Senior Vice President-Insights, Analysis and Policy Pat McDonough, noted there still are a number of problems with the kind of set-top data being used by Google TV Ads, including the fact that it’s difficult to know when people are actually sitting in front of their TV sets when the set-top devices are on and tuned to a channel. According to Nielsen’s estimates, 10% of digital set-top devices “never get turned off,” and 30% are on for 24-hours in any given day. While methods have been developed for editing the digital set-top data to factor out the non-viewing portion of their tuning, the real value is in reporting the “long tail” of the TV universe – the part not measured by Nielsen’s traditional TV methods.

During another presentation by the full service ad agency Karlen Williams Graybill Advertising, which showcased the results of an actual TV buy made earlier this year for the Act and Gold Bond Ultimate brands across eight cable TV networks, comparing both Google TV Ads and Nielsen’s conventional TV ratings samples, the agency concluded that there were no “statistically significant” differences, and that, “There is no perfect rating methodology.”

Source:  MediaPost News

Filed Under: BOC Partners, Television Advertising Tagged With: , , ,

Simple Yet Effective Cable Advertising

November 13, 2009 By admin Leave a Comment

This is another example of one of our cable advertising spots. This one is for a local New Jersey car dealership, George Wall.

This spot proves a couple of things. First, not all cable television advertising spots need to have one person screaming over another about their amazing deals in order to be effective. Second, not all cable advertising spots need to cost alot of money. They can be made by utilizing a minimal amount of resources, both human and other. Third, your company’s daily business doesn’t need to be interrupted with a film crew on site.

Finally, it is a buyer’s market in the worlds of both online and traditional media. This small dealership, by adding a 3rd franchise, is expanding, and it needed an affordable way to get it’s message out to the local market. In the example of this cable advertising spot, visuals play a vital role in attracting customers to the business. And it is all done at an affordable rate.

Here is the spot:

Filed Under: BOC Partners, Cable Advertising, Television Advertising, Traditional Media Tagged With: , , , ,

Use Your Ad Dollars Wisely in a Growing Economy: Leveraging to Get More Ads

November 10, 2009 By admin Leave a Comment

This time I will talk about negotiating in a buyer’s market and leveraging your business to get the most out of your ad dollars.

Since we are in a buyer’s market right now, your business is in a great position to add as much value as possible. For television advertising this can mean that your business is mentioned more in intros and outros to commercial breaks. For radio advertising, this means a higher frequency of mentioning your business’s name, or co-op advertising of a local event. For print advertising, this means bigger ads and more ad placement.

Finally, you should try to leverage any advertising package that is presented to you in order to get as many leads as possible.

Next time, I will talk about establishing a public relations campaign by being a contrarian.

Filed Under: BOC Partners, CO-OP Advertising, Print Advertising, Public Relations, Radio Advertising, Television Advertising Tagged With: , , , , , ,

Why and How to Advertise During a Recession

November 2, 2009 By admin 9 Comments

Most companies were quick to cut advertising budgets as the recession took hold of the economy. To most people this seemed to be the rational choice. Historically, however, the data indicates that it is better to maintain a strong advertising presence through an economic downturn. Understanding this counter intuitive phenomenon will be helpful to companies who want to weather the storm and come out stronger than they started.

The best reason for any company considering advertising is a simple fact: the competition isn’t advertising. When a company stops advertising because of a recession, the market essentially is left open to its competitors. Customers will still need services irrespective of the recession. Your company can be the one the customer chooses because you’ve made your presence known.

Another positive from advertising through difficult times is creating a long term position for your company. The visibility of your product increases during a recession because of drop in advertising of your competition. Even if consumer spending has dropped, when a consumer does make a purchase your sales will drop if your product is not on their mind. Gaining the customers that pick you through difficult times can turn out to be a benefit in the long run. This underlying trust between consumers and your company is invaluable. There are some very good examples of this i.e. Pepsi rose to prominence during the great depression.

The bad economy can also be helpful in certain aspects. Television advertising, radio advertising, and internet advertising prices have also taken a hit. What better time to advertise than when you spend the least for a time slot! Use this time to make contacts in the advertising industry as well. An Account Executive can be your crucial contact to get your ads in prime placement, negotiate good deals on rates and even get extras thrown in for your ads.

Use this opportunity to talk to your customers directly. Customers react favorably when a company makes available products that help the consumer weather tough times. In the auto industry, companies have come up with great automotive marketing ideas and programs that protect buyers from the impact of losing jobs. These programs have reflected as positive growth in automotive sales leads. An example is Hyundai, who achieved a growth of 4.9% in sales with their assurance plus program. Toyota on the other hand has taken a 36% drop in sales.

In spite of seeing the obvious benefits of advertising through tough times we still face one question. Where do we get the money to sustain an advertising campaign in this economy? This is where we look deeper into budget advertising.

There are a few options available to a small business to advertise without hurting their bottom line. Here’s a look at few of them.

If you have a TV commercial for your product, post it on YouTube. It costs nothing to upload a video and it effectively increases your ad’s shelf-life.

Going back to the basics of traditional media is always a prudent choice. Issuing flyers and coupons can definitely help create a buzz. It’s a relatively low cost initiative and by implementing programs that offer a discount to those who bring in a flyer can bring in new customers.

Maintaining a website is crucial. Even if you do not engage in selling products online, having a virtual presence goes a long way. People searching for local businesses will notice your competition if they have a website and you don’t.

Radio advertising is a good way to reach out to local customers and give you the ability of choosing a target audience. Taking time to find out which stations and the time slots in which a particular set of people will be tuned in will help increase efficiency of your ads.

Co-op advertising is a great cost-effective way to get your name out in the public. The cost is shared by several related businesses. For instance, a bath fitting company can advertise with furniture dealers and reach out to common audiences. This increases exposure with limited need of expenditure.

At the end of the day, a bad economy does not necessarily mean bad business forever and effective advertising does not have to be expensive  There has never been a better time to be innovative and reap the rewards.

Filed Under: BOC Partners, CO-OP Advertising, New Jersey Marketing, Radio Advertising, Television Advertising, Traditional Media Tagged With: , , , , , , , ,

How the Experts Use Direct Mail Part 4

October 28, 2009 By admin Leave a Comment

Last time I talked about addressing your prospects’ problems through relevant direct mail messaging. This time I will talk about using direct mail advertising and email advertising together to drive up response rates.

Because of the recession, some people have been discontinuing their direct mail campaigns because they think it is not cost effective enough. However, as an automotive ad agency, a retail advertising agency, and a professional services advertising agency, we like to think that we know what we’re talking about. We know that the real metric we should be looking at is not just investment cost, but ROI. According to the experts, direct mail followed up by an email has a much higher ROI than either form of communication alone when running an integrated marketing campaign. Direct mail by itself also has a higher ROI with business-to-business when running a single faceted campaign.

The reasons for this are as follows. Most of the time, direct mail lists are alot cleaner than email advertising lists. Also, generally speaking, people are more accepting of unsolicited mail than they are of unsolicited email. After all, it’s much more likely to open up an email and get a computer virus than it is to open up some mail and get an actual virus. Next, for business-to-business, direct mail is still delivered even if the prospect is no longer with the company. Email addresses, on the other hand, are usually turned off when a person leaves an organization. Think of all the people that got laid off in the recession and how many email addresses must have been turned off. Lastly, direct mail is subject to an infinite amount of creative possibilities, whereas something like print advertising, television advertising, or billboard advertising always has to follow a certain preset format. Even email advertising has to follow a specific template most of the time. But direct mail advertising is only limited by your own creativity.

Direct mail is a great way to increase your b-to-b clientele, especially as part of an integrated marketing campaign. And because of the recession, the cost for direct mail has actually gone down. Use direct mail to start a conversation with your prospects; follow up that conversation with an email; direct that prospect to your online assets; and finish the conversation with a sale.

Filed Under: Automotive, BOC Partners, Billboard Advertising, Direct Mail, New Jersey Marketing, Print Advertising, Retail Advertising, Television Advertising Tagged With: , , , , , , , , , ,

An Example of Cable Advertising Part 3

October 23, 2009 By admin Leave a Comment

Here is the final part of our television advertising for Beyer Bros. Embrace the cheese of cable advertising!

Filed Under: BOC Partners, Cable Advertising, Television Advertising Tagged With: , , ,
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