Wireless Carriers and My Experience - The Media Landscape

Driven by the dynamic dance between consumer media consumption and new media technologies, virually every medium in America is in constant flux-digital signage included. A generation ago, you could reach all of America with three television commercials. Today, due to the incredible fragmentation in the broadcast market, it takes a mimimum, 125 commercials to have the same impact. In print-same song and dance my friend-you could reach virually every american a generation ago with an ad in the two daily newspapers. Gone is that day, as time-starved consumers tune in- or tune out-the explosion of media alternatives swirls around them. Bottom line is that Sprint shareholders should be scared they will need to require new knowledge, tools, innovation and creativity of thier agencies! Here I write of a recent experiance which will lead into my next post about the greatest and latest Sprint campaign.

Insanity:
Repeating the same behavior over and over but expecting different results....Sprint. Referring to the recent Sprint advertising campaign and some insider views, judgements and predictions that will be discussed in the very next posting on New Media Mindfulness .

The Meeting:
In a meeting with Verizon Wireless's south area advertising team my company's digital signage network was well recieved, ending at a point ready for my next step upon returing to the office. The next day I had a scheduled appointment with the agency for Verizon as well-as requested per Verizon. The lunch meeting with the Verizon media director was not my favorite but it was needed. First off she was not one bit impressed with the fact that I met with Verizon Wireless directly, and she centered on on one picture of one screen location, the budget and lastly, the fact that the agency's job duty for sometime now, has been to reach mass numbers and my network did not reach them (just a very targeted quailfied consumer). Oh, the subtle mention, on more than one occasion that "we do have money for each market, for things like this-so that may be an option." Upon returing from my trip Verizon Wireless responded to my follow up phone call and contacted me via email about a week later and was prepared to move forward with the buy...I worked with Verizon as well as thier agency (the one I met with) whom provided creative. I know this agency is interested in new media outlets, per my conversations with the VP of Media and the clients they work with, but rightly or (understaffed) they appear reserved-plus no school yet teaches the young media account executive about all the new media channels and how to include them in the overall mix. I learned a lot that day of what needs to be provided during an introductory agency meeting, lunch and/or presentation by a digital signage network or other alternative media. Fast forward: the next meeting/presentation to this particular agency was to pitch for the Firehouse Subs account. It appears that they are begining to grasp this idea, especially when the boss is in the room asking the questions; until! It just so happens that the Media Director invited not only the Firehouse team but the Verizon team as well, whom I knew already. Turns out the agency's media department had no actual knowledge of the Verizon campign or buy-no reason for Verizon to tell them or is there; and it appears a lack of communication is taking place between creative and media with-in the agency....this is another topic in which I feel brands can really lose out on-when the creative and media is 100% separate...It appears there was a conferance call about 20 minutes after I left the building, I do not work in an agency, but from what I know, it is important to be in the know with your client and their actions, for the sake of the brand and the account!
Moving on to Suncom; a very traditional organzation recently decided that Bernstein Rein out of Kansas City would be its agency of record begining in Janurary 2007. My talks, many of them with BR, revealed how tough of a job they had in front of them. In terms of saving the brand from a "traditional death" slow and steady......the account team suggests the shaving of TV or print money in order to plan for new media outlets; keeping in mind the Suncom executives have given their past agency clear cut direction-tradional only. What I have heard about and seen to date from the new agency and media in the Raleigh market was a four week buy from a mobile billboard company, in which you could hardly see the creative due to the design-the billbaord company always explains what works best and prefers to work closely with clients for exactly this reason; not sure if BR had miscommunication or this was just the wrong campaign. I think it cost some where between 2k-7k, not really sure. This could have been a soft transistion for the client, who knows, I think it was a waste of time and money. The agency did recommend to Suncom that more non-traditional media be used. After speaking with the Charlotte office of Suncom, you can really see where the politics are and what a big truck (for a small company) you have to turn. I somehow got to the point of BR calling from nowhere to get details on our network-not suprising after further thought. The demogrpahic is one of high demand by most savvy advertisers.

The Wireless Budget and More:
At a panel discussion, titled, New Media, Now What? on April 19th, 2007 hosted by the Raleigh-Durham chapter of the American Advertising Federation the question of budget for new media channels was asked to Verizon Wirless. The answer is about 7% of the south area's budget is put towards new media channels. AT&T now listed 2nd in the Top 100 National Advertisers Ad Age Report, up from 5th last year has spent 3.3 billion in 2006 a 26% increase from last year.s 5th place mark. Sprint comes in at 15, up one place with a 3.5% total increase in speanding. Sprint's new campaign the subject of my next post, was the juice for this post....money is at play with carriers and the co-op manufacturers; if communication between agencies, clients and consumers continues to not exist, then your stock dollar is being wasted. I think it is also important to mention the forefront of this industry and the mobile advertising sub-industry; how strongly the carriers are pushing the industry. John Stratton of Verizon proclaimed that 25% - 30% of the 100 billion spent on brand advertising will soon be spent on the mobile screen. Full Story on Mobile; very interesting when the entire picture is being examined and to notice the making of a market...



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Coca-Cola Continues to Make Moves

Coca-Cola continues to make moves, I write about Coke because they think with a creative edge and have a lot of money to think with. It seems like thier hand is in every cookie jar it can fit into. It is not even a dirty lil hand, either. The internal testing that I just read about with-in Coca-Cola NA is very impressive; and I am not surprised. Digital Signage focused on POP of course, would be a great way for Coke NA to establish and retain for keeps the strongest brand awarness in the industry....if Coke is Coke then I can assume that we will see digital POP displays deployed on a national level by Coke or one of thier agencies will push it through after the agency world gets a little more warmed up to signage....

Can Coke and Godiva Cook Up a Hot Chocolate Winner?
June 25, 2007
By Kenneth Hein

NEW YORK -- Coca-Cola is considering mixing up some hot cocoa with Godiva.

As part of its newly expanded partnership with Campbell Soup Co., the cola giant is mulling a ready-to-drink version of Godiva hot chocolate, per a source close to the plans.

Godiva, which is owned by Campbell, is looking at packaging the hot chocolate in Campbell's Soup at Hand microwaveable packaging.

"We've seen with the launch of [Godiva's proprietary beverage] Chocolixir in 2005 there is potential for growth in new categories," said Godiva rep Erica Lapidus. "It helped expand Godiva into the beverage category and let us appeal to a broader audience." She would not comment on future plans with Coke. Coke declined comment.

Brandweek Full Story

OAAA Report On Out-of-Home and Part One of Selling In the Digital Signage Industry

Outdoor Advertising Expenditures and Selling Digital Signage Advertising Space
January-March 2007

Communications up 20 points per the OAAA, while Insurance and Real Estate realized a 14.7% spike and Local Services relaxed at 11.5%. Communications, I would have never guessed 20%, although with AT&T and thier FCC happenings could explain a few points...then with the overall competition between all carriers and product marketers about 20% of OOH is communications at least in the markets I travel too. Great news for out-of-home and it will continue; as placed based TV, digital signage, mobile marketing, digital billboards, rfid, Bluetooth, and more continue to become available to all advertisers, regardless of budget. For the Full Story visit Media Life Magazine OOH provides the local real estate agent exposure in a local health club or on a mobile billboard, while AT&T can purchase 1/2 of the out-of-home market in the Raleigh-Durham. Oh and by the way AT&T had to agree to offering broadband at $10/month as part of the Bellsouth deal, says the FCC-a win-win for all parties. The most interesting industry to me is "Local" and "Amusements" and now would be a good time to discuss selling spots on digital signage networks. As Josh put it, there will be a group of digital signage reps soon (besides the PRN's and Captivate's), as there are cable, broadcast, print and interactive. These out-of-home outlets continue to exhibit a tech savvyness that other media except the internet and maybe cable (in the early years) do not always display or the growth of tech has stopped or shifted to a new platform-and as we know the internet is the mover and shaker for digital signage-the "transporter" I once thought that broadcast and cable reps would take over the selling over digital signage and they may be forced to....; now I am looking to the interactive teams and of course for now and always a great deal of signage will sit with OOH buyers and it will continue to draw on the 1% OOH budgets-after all it is an OOH media. Creative shops may want to let the clients know that it only cost about $100-$1000 (max) to design an award winning 12-15 second spot on a digital signage network.....Creative shops I think are in a world of trouble and they do not even realize it-it is like having blinders on!

Here proclaims the confusion of media planners and buyers trying to compare digital signage to billboards and the short college degree that could be earned if they had time to read up on this platform. First off the ability to help a national brand in a retail location to boost sales and awarness is the cut and dry of it-that my friends would be a great starting place, POP Digital Signage, there is just more data on the subject and it is so clearly a benefit for most any brand that would consider it-if done well. Once a grasp on POP is gathered lets move to other venues such as taxi cabs, airports, retail venues, malls, the mexican border etc. Grasping the POP concept and understanding the effectivness can help move a planner or buyer into other venues with minimal research-create a smooth progression.

First Lesson: Educate yourself! In my time it appears that many of the smaller and even medium Digital Signage Networks tend to be run by executives with a technology background. This can be a plus for the advertising community as well as a minus; and we hope that it would mean the content is going to be delivered-with no bumbs (well not exactly) The downside, reps selling the networks do not have much media and advertising wisdom to draw from (unless they are from the industry) leaving themselves open for a lot of closed doors when approaching the larger advertisers and even advertisers that buy single markets or smaller. I am stressing education and I need to add networking in there-from these two a good rep (even if new) will be able to place the proper authority in thier sight-unlike broadcast, it is sometimes hard to find the buyer for digital signage..as it is still gaining ground in the industry. With-in the industry groups such as WOW (Mindshare) and Kinetic have been formed to buy OOH; digital signage is \\\\\apparently an outlet they handle and buy-NOT THE CASE! I will give them the benefit of the doubt that the industry is still in the education phase at some level....and it is up to reps to continue and wind down the education phase, gaining ground and dollars-the trick: to educate yourself over and above the prospect in a positive way that allows for ongoing dialouge. This means read news about upfronts, EBay and radio ads, newspapers downsizing and shifting dollars to online etc. Get your hands on research, quality research that supports your venue or the industry as a whole, do case studies for select clients or at least offer in your presentation, learn what demographic your network reaches inside and out! This may seem basic, but not for me, I still sell and I still educate. I have to spill the beans, I spoke with WOW yesterday and the contact was clueless about digital signage and then in another conversation with Mindshare (the emerging side) they are more on top of the game tha+
n I have witnessed in months. It was a higher level executive and perhaps the poor woman has another job that does not involve OOH or she specializes in a particular facet of the industry?? Doubt it!

We will take a look at local selling vs. regional and national and how to decide and/or structure your salesforce to be in the best position 9 months from now-and how do you decide between local and regional or national.......to be continued. So educate, educate and even go back to basic selling techniques that Zig Ziglar teaches to be coupled with your new wealth of knowledge which will turn into wisdom over time.

REMINDER: this is only one aspect of the entire sales process and in no way is to be considered complete. This will be part one of my multi section article on selling in the digital signage/narrowcast industry from young and fresh reps to senior executives and VP's.......keep to basics if coupled with Education and Networkin/p

Trojan No Go On Fox and CBS

CBS and FOX confuse me a bit. They are telling me that they do not support safe sex-that is exactly what they just said to me in not so many words. "When pigs fly" I can hear that coming out of one of the senior executives. Everyone has a say so in what is aired on thier network and who they take money from. Perhaps they have good reason and I am just blind to it-after all I am not a broadcaster nor have the expertise found at these networks. Considering that Gen X and Y are going to be the money makers and shakers in the not to distant future and are considered one of the hottest demo's to reach in the current market-why would you shoot yourself in the foot? I asked Steven Miller a well known media executive and friend his thoughts on this, he says; "Money talks. You know that right now inside the CBS & Fox corporate walls there is a huge debate about, as they see the money windfall, going to the other networks. In typical fashion....PR will spin it, creative will change it up a bit and in the next flight or campaign it will fly". Could not have said it better myself. Perhaps, the rejection from Fox and CBS is better for Trojan; because the controversy will get much greater coverage ("for sure," suggests Trish, as I read out loud) than the spot ever will.

Lastly, be sure to visit Miller's story in similar fashion at Steve Miller Musings: GoDaddy Super Bowl Ad a "No Go" with ABC I guess every now and again it is important to flex your muscle and remind advertisers who's boss eh?

Pigs With Cellphones, but No Condoms
NY Times

In its rejection, CBS wrote, “while we understand and appreciate the humor of this creative, we do not find it appropriate for our network even with late-night-only restrictions.”

“It’s so hypocritical for any network in this culture to go all puritanical on the subject of condom use when their programming is so salacious,” said Mark Crispin Miller, a media critic who teaches at New York University. “I mean, let’s get real here. Fox and CBS and all of them are in the business of nonstop soft porn, but God forbid we should use a condom in the pursuit of sexual pleasure.”

Networks accept ads of a not-so-subtle sexual nature for erectile dysfunction drugs like Viagra, often restricting them to the wee hours.
NY Times Full Story

Trone & First Citizens

Duh! Not to interesting, good match here!

First Citizens Bank Turns to Trone June 05, 2007 By Adweek Staff

BOSTON Trone said it has been hired by First Citizens Bank of South Carolina to develop a new creative platform that includes TV, radio, outdoor and online advertising, as well as in-branch materials."Our strategic partnership with Trone will allow us to provide a creative platform that will propel the First Citizens brand forward in the marketplace," said Christie Hill, CMO at the bank.The agency is handling the business out of its office in Greenville, S.C. The client spent $2.5 million last year in measured media, per TNS Media Intelligence.

Users join the Sprite community by texting a code that returns a link to the mobile site.

Users join the Sprite community by texting a code that returns a link to the mobile site.


SMS, Bluetooth, WAP, connecting the consumer in an engaging fashion to the brand that has allowed marketers to take a calculated and measured risk in emerging media. The next major growth area will be mobile internet such as Coke has done with Sprite. Bringing me to my point; most all digital signage will benefit from the application of mobile communication and allow for solid metrics on an added bonus feature....and can even help to push the industy forward as a whole if done with caution and education to the general public consumer.

Sprite Launches Mobile Social Net
June 06, 2007
By Brian Morrissey


NEW YORK Coca-Cola continued its aggressive forays into digital media with the launch of a mobile social network aimed at teens and young adults.

Called The Sprite Yard, the mobile community application allows users to set up a profile, send messages and photos to friends, and download content like visual ring tones and animated mobisodes. The Sprite Yard launched in China earlier this month and will go live in the U.S. on June 22. Those two markets represent over half of Sprite's sales, a Coke executive said.

Users join the community by texting a code ("YARD" in the U.S. market) that returns a link to the mobile site.

In a press conference at the Mobile Marketing Forum, Coke executives painted The Sprite Yard as a long-term commitment from the company and a sign of its shift from one-way messaging in traditional media to community-based bonding in digital channels.

"We're looking at an opportunity to move from impressions to consumer connections," said Mark Greatrex, svp, marketing communications and insights at Coke. "We think we're on the cusp of transforming the marketing model."

Coke last July remade Coke.com as a YouTube-like community. After initially disavowing the Diet Coke-Mentos viral video sensation, the company has fully embraced it, running subsequent contests on Coke.com and YouTube, and even bringing its creators, Fritz Grobe and Stephen Voltz, to its headquarters. Greatrex called it a "wonderful viral marketing phenomenon."



Full Story from Ad Week

Iron Moutnain Executive Joins Starpoint Digital Media Network

Group President of Iron Mountain to Join Board of Directors
at Triangle Narrowcasting Company

RTP, North Carolina, June 3, 2007 – Robert G. Miller has recently announced that he will join the Board of Directors for Starpoint Digital Media Network (www.starpointdigital.com) , a narrowcasting company based out of the Research Triangle Park in central North Carolina, with satellite locations in Wilmington, North Carolina and Dallas, Texas.

Miller says about this venture, “I am excited to join Chris Verwoerdt, Mats Bruin and their team in an advisory capacity. The business model is unique, the technology is proven and, most importantly, digital media narrowcasting delivers real branding value to clients at a reasonable cost.”

Throughout the past two decades, Bob Miller has been a part of the executive management team at Iron Mountain Records Management, Inc. (NYSE:IRM), serving as Chief Operating Officer and Executive Vice President. Most recently, Miller was appointed Group President, Asia Pacific and is responsible for developing Iron Mountain's aggressive expansion within the Asia Pacific region.

Miller attended the University of South Carolina and graduated with a degree in Business Administration. He also completed the INSEAD Asia Internal Executive Program. He joined Iron Mountain in 1988 when the company acquired Bell & Howell Records Management Company.

For additional information about Bob Miller joining the board at Starpoint Digital Media Network or for questions in regard to advertising, please contact Hillary Davis at 919.928.8443 or via email at hillary@starpointdigital.com .

ABOUT STARPOINT DIGITAL MEDIA NETWORK: Starpoint is an innovative advertising media company and narrowcasting concept. It is a targeted system of fully managed; high definition display screens placed in the nation’s finest fitness clubs. With clients such as Verizon Wireless and Dick’s Sporting Goods, they are setting new standards for the narrowcasting industry throughout the Southeast. For more information, visit the company’s website at www.starpointdigital.com .