Artistic, Careful, and Courageously Informed. · Tuesday, March 22, 2011. Tuesday, March 22, 2011. Amazing Advertising Award Guido Daniele But FIRST Tuesday, March 22, 2011. Tuesday,

March 23, 2011

Artistic,Careful, and

CourageouslyInformed.

Note: Handouts are being passed out.

Tuesday, March 22, 2011


Amazing Advertising

Award

Guido Daniele

ButFIRST








$ 3.2 billion


Somewhat smaller.


A few personal notes.

Laurentian Mts.


Martin Luther King Jr.


Goal update: Marine Corps MarathonWashington D.C. -- October 30, 2011

Longest run as of:12/3/10 -- 11.5 miles / 185 lbs.

SET BACK

2012

190 lbs.

3/12/10 -- 6.5 miles


Referral update:

Goddard Technologies • Cycles 128 • EAB

Elevator United States Biological • River Works

Credit Union • The First National Bank of IpswichEast Boston Savings Bank

Rochester Electronics • Haverhill Bank

Merrimack Health Group

Danvers Guitar Center • Endicott College

North Shore Community College • Lowell Five

Watertown Savings Bank • The Daily Item of Lynn

Beverly Cooperative Bank • DeIulis Brothers

Construction • Beverly Airport

Maestranzi Brothers • Thermal Circuits

Marian Court College • Institution for Savings

UFP Technologies • Cabot Money

Management • BioEngineering Group • EAB

Elevator • Lyons Ambulance • DiMella Shaffer

Architects • Boston Ballet • NEECO Wafers

Independent Newspaper Group • Ribcraft

Seaport Grille • American Model Gallery.

Since my last 8 minute presentation...

Synventive Molding SystemsCentury BankShetland ParkCedardale Health and FitnessBeverly Cooperative BankNew England Cranberry CompanyNorth Shore BankMetro Credit UnionGeneral Electric AviationWinter Street Architects

A great referral:A client who wants to get to the next level and who has the courage to take on changes creatively and monetarily.It does take both.

Red = Meeting or actual business


And then...There’s....


Duratherm®

Brand Manager

Website Oversight

Media Buying

Public Relations

Employee Relations

All copywriting

Brochures

Company History


Last time we got through the first six

Adve!"ingSecrets of


A quick review...

1. A great advertising agency relationship

2. Develop trust

3. The power of a great headline

4. Negative power of bad copy

5. Proofreading is an essential element of good marketing

6. NEVER be boring and don’t make your prospects feel stupid


7. Until people feel that you care about themthey will not hear a word you say.

Your most important message.

GOOD


BAD


What percentage of advertising today is geared toward baby boomers? Is it a...

high percentage?low percentage?

Should it be a ...

high percentage?low percentage?


What percentage of advertising today is geared at baby boomers?

Itʼs a VERY LOW percentage.

But it SHOULD be

a very highpercentage.


Baby boomersdominate

94%of all consumer packaged goods

categories.Only 5%

of advertising is aimed at them.


With the advent of social media andnearly universal high speed Internet

access, has traditional-sit-on-the-couch-and-watch television viewership

Gone up?or

Gone Down?


Traditional TV viewership is now at its highest point everin history.

*adjusted for the growing population.


Some unknown knowns

Baby boomers dominate 94% of all consumer packaged goods categories. Only 5% of advertising is aimed at them.

TV viewership is now at its highest point ever in history.

99.9% of people who view an Internet page with an online display ad do not click on it up to 80% don’t even see it.

99% percent of all video viewing is done on a television. Only 1% is done on line.

Since the 1990s, click-through rates for banner ads have dropped 97.5%.

TV viewers are no more likely to leave the room during a commercial break than they are before or after the break.

SOURCES 1. DoubleClick, Benchmark Report, 2009 2. Nielsen Three Screen Report, Q1 2010 3. U.S. Department of Commerce, Q2 2010;

Nielsen Three Screen Report, Q1 2010 4. Duke University, Do DVRs Influence Sales? 5. Nielsen Three Screen Report, Q1 2010 6. Duke

University, Do DVRs Influence Sales? 7. Li, Hairong; Leckenby, John D. (2004). "Internet Advertising Formats and Effectiveness". Center for Interactive Advertising. And DoubleClick, Benchmark Report, 2009 8. NielsenWire, Nov. 10, 2009 9. Marketing Daily, July 22, 2010 10. Council for Research Excellence, May 10, 2010


So what’s Secret #8?

What everyonethinks they know about advertising

is probablywrong.So, find someone

who really does know.


9. A Social Law in Advertising.

The difference between groupsis always less

than the difference within groups.


10. Customer loyalty is the number one objective.

Inconsistency UNSELLSyour customers.


11. A competitor who out-markets youwill erode your market share.


12. Companies that continue to advertisein down markets, increase theirmarket share,revive earlierand increase profitson the upswingcompared to theirconservativecompetitors who“cut costs.”

Source: McGraw Hill Research since the 1900s.


Two stories...

1. Legend has never had a typo ... KETRON

2. Sometimes nothing can stop them... signature


The World’s Most Expensive Dog



Documents

Artistic, Careful, and Courageously Informed. · Tuesday, March 22, 2011. Tuesday, March 22, 2011. Amazing Advertising Award Guido Daniele But FIRST Tuesday, March 22, 2011. Tuesday,