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Welcome to Kaleidoscope’s monthly
newsletter, The Scoop. This month we’re
focusing on Advertising. Our aim is to bring
you interesting facts and figures that will
help you leverage your advertising dollars
and build your business. As always, we
welcome your thoughts, observations,
comments, and requests for future editions.
Please feel free to contact us at:
TheScoop@KaleidoscopeResults.com.
How Effective is Your Advertising?
Research indicates that the average adult
consumer is exposed to approximately 3,000
advertising messages per day. Our society is
bombarded with these messages and cannot
absorb the majority of this information. In
order to differentiate yourself and develop
effective advertising, you must think in
terms of the needs of the individual
consumer and what the benefits are to them.
Repeat exposure is key to successful
advertising. Typically, an ad will run nine
times before a new prospect consciously
notices it and, even then, two out of every
three times you expose your marketing
message to your potential customer, it’s
ignored.
Advertising spending worldwide now exceeds
$350 billion per year (Encarta) with Canada
the ninth largest advertising market.
Newspapers are the most popular advertising
medium, followed by television, magazine,
radio, and outdoor advertising.
Effective advertising considers all
constituents; their needs and expectations.
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The purpose of advertising is
to identify your product or service
and differentiate from the
competition. To leverage your
advertising dollars, here is a list
of 5 things to consider when
planning your strategy:
1. Create a Captivating Headline
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Consumers are expert scanners so a
powerful headline is crucial to the
success of your ad.
2. Target your Headline -
Understand
your target market and develop your
headlines with your audience in mind.
3. Call to Action - Clearly
indicate the
next step your customer should take in
order to benefit from your product or
service such as, “contact us today”.
4. Encourage Action - Put the
pressure
on, make special limited-time offers that
encourage consumers to act
immediately by using a deadline date.
5. Use Testimonials - The
best
advertisement is from other satisfied
customers. |
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Kate and Yvette use the following system to
rate current marketing campaigns….
The Good – something to be proud of.
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively
rancid!
Campaign:
Swiffer TV Commercials
Venue:
National Television
Date:
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The Campaign:
This month we are reviewing The Swiffer duster TV commercials: In the first commercial, you see a woman dancing/dusting to the sounds of Devo’s “Whip It”. Then, cut to a group of women having tea and you realize that she is dusting her friend’s house. In the second ad, you see a man dusting and being amazed at the ease of use of the Swiffer duster. At the end of the commercial, the camera pulls back and reveals…this is a crime scene and he has efficiently removed all the evidence.
Kate’s
Rating: GOOD. Yvette’s Rating: UGLY.
[
Read their critiques
]
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CIMBL – Canadian Institute of Mortgage
Brokers and Lenders
CIMBL
comprises members from all segments of the mortgage
industry, in which it is the largest association.
CIMBL had a vision to raise standards in the
industry and so developed the Accredited Mortgage
Professional (AMP) designation. To encourage members
to apply for the AMP designation, CIMBL had to
promote its benefits to the membership, referral
sources, and consumers. Our challenge was to develop
this promotion in a series of print and radio
advertisements.
The print ads were featured in leading consumer and
trade publications including, Metro, Globe and Mail,
Investment Executive, CGA Magazine, The Canadian
Appraiser, and Canadian Lawyer.
The radio campaign ran on 50 radio stations and was
heard by approximately 12 million listeners over a
six-week period. The ad also directed the listener
to CIMBL’s website as a call to action and to use
other media sources for attracting new consumers.
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Feel free to use these in
your next presentation!
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In banner advertising, a 1%
click-through rate is considered a
success.
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65% of people feel “constantly
bombarded” by ad messages (study by
Yankelovich Partners).
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A recent study by PricewaterhouseCoopers
found that internet advertising grew by
39% to $2.3 billion in one quarter.
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Procter & Gamble’s (P&G) US annual
advertising budget of $4 billion makes
them the biggest advertiser in the
world.
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Ten years ago, 90% of P&G’s budget went
to TV ads: New media has now replaced
much of this.
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Kaleidoscope Speaks at the OTX Conference |
The recent Investment Executive’s Office of
Tomorrow Expo, which showcased technology
geared towards the financial services
sector, was sold out with nearly 600
financial professionals attending.
Kaleidoscope spoke to advisors about how
they can differentiate themselves in a
crowded environment, including building a
brand in a wired and connected world. If you
are interested in receiving a copy of the
presentation, “Developing your Marketing
Portfolio”, please email us at:
TheScoop@KaleidoscopeResults.com. |
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Kaleidoscope Marketing
Maniacs
Kaleidoscope is very proud to be a sponsor for the
HOPE (Helping Other People Everywhere) 18th Annual
Volleyball Tournament on Centre Island, Saturday,
June 17th. H.O.P.E. Toronto Inc. is a
volunteer-driven, non-profit organization that
raises funds for small, but essential Toronto
charities.
For the past 17 years, thousands of participants
have played and partied on the spectacular Toronto
Islands while helping HOPE to raise nearly $1
million for charities such as: Mooreland’s Community
Services, Dress Your Best, Wellspring Cancer Support
Foundation, Shout Dental Clinic, and Second Harvest.
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