Spanish-language ads climb, African-American advertising drops

Advertising in Spanish-Language media is growing, according to a new analysis of multi-cultural ad spending conducted by The Nielsen Company.

Total spending in Spanish-Language media climbed 2.7% to $4.3 billion through the first three quarters of 2008, compared to the same period in 2007. Procter & Gamble spent the most on Spanish-Language advertising through September 2008 with $133 million in expenditures. Of the top-10 advertisers in this category, DirecTV stood out with the most growth, spending almost five times as much as it spent through the first three quarters of 2007. …more at Spanish-Language Ads Climb, African-American Advertising Drops | Nielsen Wire, published 29 Jan 2009.

Flickr photo credit: TJZookPhotography

By |2012-01-05T06:48:39+01:00February 9, 2009|Blog, Diversity|0 Comments

What works in online video advertising?

When it comes to advertisements in online videos, Web surfers don’t know what to expect. Watch an episode of The Office on Hulu, and you’ll get a couple of 15-second ads from sponsors like Target. View a National Geographic Channel clip about emperor penguins on YouTube, and you might see clickable ads for an Arctic cruise company across the lower portion of the video. Other sites opt for a lowly display ad off to one side of the screen.

Whatever form they take, online video ads are confusing for consumers. Can an ad be skipped, and what happens when you click on a banner or link—those are just some of the questions that leave Internet users scratching their heads. …read more at What Works in Online Video Advertising? – BusinessWeek.

Flickr photo credit: codenamecueball

By |2012-01-05T07:15:26+01:00January 27, 2009|Blog, Online Marketing|0 Comments

The telephone, a cup of coffee & your beautiful face

Old-school lessons in marketing

I was reading a Q&A column today in the LATimes by Karen E. Klein on new business marketing. A reader had asked her, how do I as a new small business owner selling designer hats get the word out about my business. The answer from Karen: “promote yourself online as a fashion expert.” As a small business owner myself with forays into social media, I am surprised by how much Karen’s advice did not ring true for me. Surely not all of the answers to our business marketing needs are now to be found online?

Perhaps Karen was feeling rushed (not a lot of column space for the advice she might have given were this reader sitting across from her in her office). Or perhaps Karen was feeling high on all the energy that Twitter, Facebook and LinkedIn are generating these days. I know I often do. But, still, I don’t buy it. And were I Karen, I might advise another path.

Hm. Good idea.

Dear ChicHatDesign,

Speaking from old experience in nonprofit fundraising, there are two key principles to live by. One, ask. Two, ask your friends first. While the promise of online marketing will help you grow your business, getting the word out should start close to home with those who know you, trust your work and want to support your success. That means letting your friends and family know that you’ve launched your new business and asking them to pass on the news to their friends (word-of-mouth campaign). That means (re)connecting with old colleagues to update them on your new business venture (networking). That means researching and making appointments with the businesses in your local town or city that could be promoters for your products as distributors or partners.

This doesn’t mean that you should forgo the fast-growing online marketplace. Absolutely not! This plan above presumes that you’ve done some infrastructure work that will make venturing further afield more viable and less frustrating. You’ve taken photos of your products, put together a print and online catalog, and even printed your business cards for those face-to-face meetings with the storefront sellers.

Still, and while it may be a matter of opinion, I believe there are plenty of people who see buying from their friends and from locally owned businesses as much of a priority as buying organic and they are willing to pay a premium for the opportunity.

And isn’t the point of all this social media about building strong relationships? Why start then with strangers?

Tammi

Flickr photo credit: Arend Kuester and a nod to Karen, who does great work.

By |2012-01-05T06:47:36+01:00January 26, 2009|Blog, Small Business|0 Comments
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