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How the BEST companies in
America are WINNING with their
advertising –

Despite the Economy…
Areas covered

• The current state of our economy – and what
  that means to us as Advertisers
• An in depth look at the common problems that
  advertisers are facing – and what the smartest
  ones are doing about them
• An assessment of today’s key advertising
  vehicles, what’s working, and what’s not
• Initial reactions to Digital – how is this
  performing?
• Exploring proven mediums for reaching your
  ideal clients
Consumers are watching their spending

                              U.S. Consumer Spending 14-day rolling average
       90

       80

       70

       60

       50

       40




Source: Gallup Daily, http://www.gallup.com/poll/112723/gallup-daily-us-consumer-spending.aspx
Unemployment is up

                                                                      Unemployment
                  16,000

                  14,000

                  12,000
      Thousands




                  10,000

                   8,000

                   6,000

                   4,000
                                   1999                2001                2003     2005   2007   2009   2011



Source: http://www.bls.gov/news.release/archives/empsit_08052011.htm Aug 5th 2011
Consumer confidence is low
   • Consumers’ assessments of their
     own financial situation have
     remained quite dismal despite
     the expectation of improvement
     in the overall economy
   • Just 20% of all households
     reported their finances had
     improved in early March
     2011, barely above the sixty year
     low of 16% recorded in
     November 2009
   • In August 2011 consumers
     became increasingly convinced
     that a renewed recession was
     likely to occur.
Source: University of Michigan’s Survey of Consumers Report, March, 25 2011 & August 26, 2011
Index of consumer confidence
                                                              U.S. consumer confidence
                                                                 average since 1978
                       120

                       110

                       100
   Index value (1066=100)




                            90

                            80

                            70

                            60

                            50

                            40
                                 1960   1965      1970            1975         1980   1985   1990   1995   2000   2005   2011



Source: University of Michigan’s Survey of Consumers Report, August 26, 2011
Who is shopping?
  • Our economic recovery has
    largely left out the have-nots
  • Households that earn less than
    $50,000 have been extremely
    downbeat
  • Affluent households have been
    an important element in getting
    the economy back on its feet
  • Just 18% of households earn
    more than $100,000 a year, but
    account for one-third of all
    household spending


Source: June, 2011: USA Today, Recovery helps affluent families while cash-strapped suffer
http://www.usatoday.com/money/economy/2011-06-26-consumer-confidence_n.htm
                                                                                                                7
It is tempting for companies to cut back on
                                             marketing when sales go down…

   • Multiple studies show that
     companies who increase
     their recession marketing
     efforts experience higher
     sales during and for years
     after as compared to those
     who don’t
   • Lets look at some data…


Source: "How Advertising in Recession Periods Affects Sales," American Business Press, Inc., 1979 , Facts on the value
of marketing during an economic downturn/recession; http://www.coin-
op.org/pdfs/Facts%20on%20the%20Value%20of%20Marketing%20During%20an%20Economic%20Downturn
Recession_Press%20Release.pdf,:4. Kijewski, Dr. Valerie.
Maintained marketing spend
                                             through 1974-1975 recession

 • Companies during the
   1974-75 recession who
   did not cut marketing
   budgets experienced
   higher sales and net
   income during those two
   years and the two years
   following than companies
   that made cuts during the
   same time period


Source: ABP/Meldrum & Fewsmith study, 1979
Maintained or increased marketing budget
                                       through the 1981 – 1982 recession

   • 600 U.S. companies were
     analyzed during the 1981-
     82 recession and the three
     years following
   • Companies that
     maintained or increased
     their advertising
     expenditures enjoyed a
     256% growth by 1985



Source: CARR Report, Aug 13 2001
Where is American Express Investing MOST?

   • As American Express’s profits
     continue to surge…
   • They continue to invest hugely
     into Advertising/Marketing
   • Quote: “Marketing and
     promotion expenses rose 60%
     in 2010 to drive customer
     acquisition, new products and
     brand advertising”
            – Kenneth Chenault
                     • Chairman and CEO American
                       Express


Source: American Express 2010 Annual Report: http://ir.americanexpress.com/phoenix.zhtml?c=64467&p=irol-
reportsannual
Consumers feel advertising
                                                                                  is a sign of stability
• 48% of adults believe lack
                                                                                                           Advertising in down economy
  of advertising during a                                                                                  keeps company top of mind
  recession indicates the
  business must be
  struggling

• 86% of executives agree
  advertising in a down
  economy keeps a company                                                                                             86%
  at the front of the
  audience’s mind
                                                                                                                 Executive poll

Source:
          Http://www.marketinginsightstoday.com/archives/1223;http://www.jjhill.org/resources/press_releases/W
          omenVenture_03_24_09.pdf;http://mystrategicplan.com/resources/does-your-marketing-budget-makeyou-
          look-fat/l;Yankelovich/Harris Study 2008
So, it makes sense to continue to
advertise – but there still is a huge
        issue to deal with:
The commercial noise
                                                                                      today is almost deafening
  • In the 1970s, consumers were
    exposed to about 500 ads per day
  • Today, the average consumer
    receives up to 30,000
    commercial messages each day
  • And since consumers have a lot
    more media options, your
    audience is much harder to
    reach
  • This is called fragmentation, and
    it’s affecting every business in the
    world

Source: QRS: “Don’t Interrupt Your Consumer; Engage Them.” 2011. http://www.qsrmagazine.com/outside-
insights/don-t-interrupt-your-consumer-engage-them
The Washington Post, "Skip Past the Ads, But You're Still Being Sold." 2009; http://www.washingtonpost.com/wp-
dyn/content/article/2009/08/14/AR2009081401629.html
The number of media vehicles
                                                                                     has increased dramatically


                                       Consumer magazines are up 52% since
                                                    1998.
                                               The number of web sites has
                                            skyrocketed by 6,381% since 1997.
                                       75% more AM/FM radio stations exist
                                                 than in 1990.
                                      New online radio stations go live every
                                                    minute.
                                     There are 300% more television stations
                                                  than in 1999.



Source: Arbitron Infin http://www.fcc.gov/mb/audio/totals/bt050930.html; The Influential's ; Keller & Berry; /sizeofweb.html;
http://www.boutell.com/newfaq/misc; http://news.bbc.co.uk/2/hi/science/nature/1738496.stm; Source: American Society of
Magazine Editors. “Number of Magazine Titles: A Magazine for Everyone” (database accessed 5/24/2010)
http://www.magazine.org/ASME/EDITORIAL_TRENDS/1093.aspx, ite Dial 2010: Digital Platforms and the Future of
Radio, http://www.edisonresearch.com/infinite_dial_presentation_2010_revb.pdf
Cutting a path to your customer
• With all these
  advertising
  messages, it’s a
  challenge to
  reach your customers

• Almost every form of
  media is experiencing
  challenges with
  consumer
  engagement
Viewing habits and costs over 30 years: a cost per
                                        thousand home increase of 499%


                                                              Households      Cost per     Cost per
                                                                   Viewing   30 Seconds   1000 Homes
                                                         Average Minutes

                         1980                                  15,240,000     $57,900       $3.79
                         1990                                  12,540,000    $122,200       $9.74
                         2000                                   6,134,000     $82,300       $13.42
                         2005                                   6,043,000    $129,300       $21.45
                         2009                                   4,562,000    $103,700       $22.70
                         2010                                   5,248,000    $103,600       $19.74


Source: Nielsen Media Research, February Each
Year, http://www.tvb.org/rcentral/adrevenuetrack/media/media.asp?c=1b
Television advertising costs are UP
                                                          while viewership is DOWN
    • The average TV
      audience in 2009
      was 54% smaller
      than 1965, yet
      average cost of
      advertising
      increased 426%
    • 78% of advertisers
      say TV advertising
      has become less
      effective
Source: http://tvbythenumbers.com/wp-content/uploads/2007/09/broadcastnetworksharebyseason0828.jpg;
Television Bureau of Advertising, 2009, TV Costs and CPM Trends.
http://www.tvb.org/rcentral/adrevenuetrack/media/media.asp?c=1b
But . . . more people are paying attention to events

 • In 2011 there were 111 million
   people watching the
   Super Bowl which is a 30%                                                                                              9,000
   increase from 2005                                                                                                     8,000
                                                                                                                          7,000
 • 22 million people watched the                                                                                          6,000
                                                                                                                          5,000
   Royal Wedding of Prince                                                                                                4,000
   William and Kate                                                                                                       3,000
                                                                                                                           2,000
   Middleton, around 8 million                                                                                             1,000
   more than the Prince Charles                                                                                                0
   and Lady Diana Spencer
   wedding
 • 6 million more people tuned in
   to view President Obama’s
   Jobs Speech than his
   address on Libya
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144456&nid=123511, Nielsen 2011;
http://blog.nielsen.com/nielsenwire/media_entertainment/31-million-in-u-s-watch-president-obamas-jobs-speech-on-
television, Nielsen 2011; http://blog.nielsen.com/nielsenwire/media_entertainment/23-million-watch-royal-wedding-in-u-s
Fans want to be part of events in real-time

   • A strong reason companies want to
     be related to live events and
     advertise during these events:
   • “Appointment TV”… people want
     to watch these events in real time
   • DVR’s have little impact on people
     who are watching these events in
     real time
   • But we all know that advertising
     during marquis events is the most
     costly form of advertising a
     company can do.


Source: Media Post News, July
24, 2007, http://www.mediapost.com/publications/index.cfm?fa=articles.showarticle&art_aid=64461: Source: ESS
Synovate OOH survey 2005                                                                                       20
Direct Mail is tougher than ever

    • The average American
      receives 560 pieces of
      direct mail each year
    • 44% goes in the
      garbage unopened
    • 97% to 99% of
      recipients never
      respond

Source: Proven Ways To Increase Sales And Boost Direct Mail Response Rates, August 2009, Articlesbase, by Andrea
Ratajczak; and Direct Mail Statistics You Can Use, By Andrew Michaels | Article Abstract,
http://www.articlesphere.com/Article/Direct-Mail-Statistics-You-Can-Use/150454, February 2010.
News Audience Trends


                                                                                                    Audience
                                                                                                   Percentage
                                                                                                     Change
                                                                                                 from 2009-2010




Source: State of the News Media 2011: http://stateofthemedia.org/2011/overview-2/key-findings/
Average click rates on ads for most
                                                  websites are on the decline
                                                              Percentage of people who click on
   • Time on the Internet is                                     Internet banners on average
     increasing, but people                                1.20%
     just aren’t clicking on                                        1.00%
                                                           1.00%
     the ads
                                                           0.80%
   • “I think it’s interesting
     (that) in the digital                                 0.60%
     age, a number of                                                          0.40%
                                                           0.40%
     people are                                                                         Less than
                                                           0.20%
     connecting, but not                                                                  0.02%
     necessarily connected”                                0.00%
     - Mary Beth West, CMO Kraft                                    1997       2001       Today
          Foods

Source: Source: ZSmart Business, Imedia Connection, 2010
A lot of people talk about digital advertising

   • Spending on digital
     surpassed newspapers for
     the first time in 2010
   • But … as a stand alone
     advertising vehicle digital
     still does not have proven
     ROI
   • “The problem with metrics is
     that we have too many of
     them. And many of them
     don’t prove anything”
      – Greg Satell, Digital Tonto

Source: Internet Ad Revenues Rebound to Record High in 2010. http://www.marketingprofs.com/charts/2011/4847/internet-
ad-revenues-rebound-to-record-high-in-2010?adref=nlt041511
The (Mis)Measurement of Marketing : January 2011. http://www.digitaltonto.com/2011/the-mismeasurement-of-marketing/
Step back and take a look
                                                                          at one company’s case study
   • 2009 – Company pulled all
     National TV Advertising to
     move to digital
   • Hoped to catch attention of
     home buyers
   • Didn’t see results and ended
     up changing overall ad spend
   • “We thought it was time to
     clarify what we are and what
     consumers feel about us. So it
     was time to go back into the
     consumer space with all
     media“ – Beverly Thorne, Chief
          Marketing Officer, Century 21

Source: Advertising Age, March 28, 2011: http://adage.com/article/news/century-21-back-big-tv-buys-2012-super-
bowl-spot/149615/
We all agree that it’s important to
 know how to get the HIGHEST
   return on your advertising
  dollars. But what is research
          showing us?
While doing your planning, know that print and
                                         the Internet work well together

   • Time after time, marketers
     have proven that even when
     Internet advertising is
     appropriate, print is the
     “push” that complements the
     web’s “pull.”
   • A print piece not only drives
     additional traffic to the
     website, it increases the
     amount that people spend
     when they arrive.


Source: Deliver magazine, July 2010
Newspapers are driving online traffic

                                                    2004                                  • 47.8 million unique visitors

                                                    2010                                  • 83.7 millions unique visitors

                                                    2011                                  • 110.8 million unique visitors
                                                                                               *through Q2 of 2011

       • Newspaper websites continue to grow rapidly, reaching 110.8
         million unique visitors in the 2nd quarter of 2011, a 57% increase
         from 2004.
       • “As the industry continues to expand its digital portfolio, readers are
         visiting newspaper websites in record numbers for in-depth news
         and information as well as hyper-local information.”

           -John F. Sturm, CEO & President, Newspaper Association of
           America
Source: 2011: Newspaper Websites Post… http://www.naa.org/News-and-Media/Press-Center/Archives/2011/Newspaper-Websites-Post-
Consecutive-Quarterly-Traffic-Increase.aspx 2010 - “Newspaper web Traffic in Top Markets Leaps To An All-Time High.”
http://www.nnnlp.com/news/news-05-24-10.php, Newspaper Association of America. Newspaper websites Custom Chart.
http://www.naa.org/TrendsandNumbers/Newspaper-websites.aspx . BizReport.com “record visitor numbers,” July 24, 2007
http://www.bizreport.com/2007/07/online_newspapers_experience_record_visitor_numbers.html#, Newspaper National Network.
Newspapers drive online action

 • Online direction has become
   a substantial response
   category for newspaper ads.
 • Consumer actions from print
   newspaper advertising:
          – 47% of readers made a
            purchase online or visited a
            website to learn more about
            that product/service.
          – 26% searched online for
            more information after
            reading a newspaper.

Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
Print and digital come together with
                                                                mobile devices
    • 52.6% of people who own a
      mobile device (tablet, iPad, e-
      reader, Smartphone, etc) read the
      daily electronic newspaper
    • 77.4% of the same individuals also
      read the daily print newspaper
    • 55.3% of people who own a tablet
      or e-reader like to look at
      advertising and/or feel that brands
      that are advertised are better in
      quality than brands that do not
    • 73.5% of people who made a
      purchase online in the last 30 days
      own a tablet device or e-reader
      and read the daily newspaper

Source: Scarborough USA+ 2011 Release 1; Gfk MRI Spring 2011
Newspapers Create a Halo Effect
      • 73% of readers visited Web
                                                                                             Percent of consumers
        sites, used online search, or
                                                                                              acting on print ads
        made an online purchase in
        following up on advertising                                                     80
        they saw in a newspaper in the
        previous month.                                                                 60

      • In 2009 the number was 39% but
                                                                                        40
        in less than two years people
        have become much more
                                                                                        20
        engaged in the online research
        and taking action based on
                                                                                         0
        seeing advertisements in the
        paper.                                                                                  2011
                                                                                                           2009
      • That’s a 94% increase in two
        years!
Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
There’s one medium you
  can use to take full
advantage of your media
        budget:
Know your audience
   • If the ultimate goal is to connect with
     your buyers in ways that create
     meaningful and long-lasting
     relationships, the first thing you
     need to understand is who your
     target markets are…not “what,” but
     “who.”
   • What are the psychographics…their
     motivations, self-definition, peer
     influences, opinions
   • And more importantly, WHERE do
     you know they are looking?

Source: Kim Skildum-Reid, 2010 “Last Generation Sponsorships”
                                                                                     33
We all need media that
                                                                                         reaches our audience

         • Would you like to
           advertise in a
           medium that
           reaches more than
           50% of U.S. adults
           every day?


Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007,
http://www.nynewspapers.com/Libraries/PDF_s/Newspaper_Drives_Online_12-7.sflb.ashx, MRI 2009, : “
Scarborough: Most Americans Still Read Newspapers” Newspaperproject.org 11/18/2009)
                                                                                                                 34
Reach customers who can
                                                                                        afford your products

         • Would you like to
           advertise in a
           medium that reaches
           57% of the population
           with incomes over
           $75,000?


Source: Newspaper Association of America, Daily Newspaper Section Readership Report, 2008.
http://www.naa.org/docs/Research/Daily-Readership-Active.pdf
                                                                                                               35
Pinpoint specific local
                                                                  audiences across the country

        • Look for a media
          vehicle that reaches
          the majority of
          homes...
        • A medium that
          enables you to reach
          people both locally
          and across the
          country

Source: Newspaper Advertising - Advantages & Disadvantages, by Mike Brassi,
http://www.websitemarketingplan.com/small_business/newspaper.htm
                                                                                                   36
Reach your audience
                                                                              when they are receptive

    • Look for a media
      where your ad can be
      examined at leisure
      without limited
      exposure
    • Where your audience
      can take their time

Source: Newspaper Advertising - Advantages & Disadvantages, by Mike Brassil
http://www.websitemarketingplan.com/small_business/newspaper.htm
                                                                                                        37
People take their time reading the paper

  • Time spent reading Sunday
    print paper
     – Over 60 minutes: 45%
     – 30 to 60 minutes: 32%

  • Time spent reading daily print
    paper
     – Over 30 minutes: 45%
     – 16 to 30 minutes: 34%




Source: Newspaper Association of America, http://www.naa.org/docs/Research/newspaper-reader-engagement-
06.pdf
Survey respondents who read newspaper
                                                preprints account for 87% of all adults
       Regularly check Sunday inserts from store categories
   Grocery or food stores                     80%                                       Question:
   Department stores                                                          69    Please tell me if
   Discount stores                                                            63      you regularly
   Drug stores                                                                53      check Sunday
                                                                                    inserts from any
   Home electronics stores                                                    49
                                                                                     stores from the
   Home building centers                                                      43   following general
   Office supply stores                                                       39       categories.
   Computer stores                                                            38
   Home furnishings stores                                                    33
   Sporting goods stores                                                      33     Base = Adults who ever
   Appliance stores                                                           25   read or look at newspapers
                                                                                       advertising inserts
   Cell phone stores                                                          11        (87% of sample)



Source: How America Uses Advertising 2009 Prepared by MORI Research and NAA
People read on-page
                                                                                advertising as they browse
 • As a matter of routine, 8 in 10
   newspaper readers scan on-page ads
   as they page through the newspaper
 • Two-thirds (63%) of newspaper
   readers say they usually read
   advertising as they page through the
   newspaper
 • Scanning becomes reading when
   they come across something that is
   relevant to them in a substantive
   way, or has interesting creative
   content, or both


Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
Associated Context can be very effective

• You can tie your ad to
  the content on the
  page
• Health, sports, travel,
  beauty are all
  possibilities
• Positive associations
  trigger better response
  rates and recall ability
  among consumers
Integrated marketing across media amplifies your message


•   A comprehensive
    marketing plan ensures
    your target audience
    receives the same
    message from a variety of
    media
•   It brings together a whole
    range of channels into
    one, blended campaign, all
    sharing a consistent
    message
                                                            42
Summary of Findings:

• The best companies of our time continue to
  advertise, regardless of the economy
• To break through fragmentation and manage your
  budget, you need to use the vehicles that reach your ideal
  client
• Unproven advertising vehicles need time to prove
  themselves and when used right, prove to complement
  traditional media
• The right advertising in the right medium is key to building
  successful campaigns
• As digital continues to grow, smart companies are using
  traditional vehicles to increase impact, create more
  traffic, and strategically grow their business
Who is Mediaspace?

• Mediaspace Solutions is a
  privately-held company
  headquartered in Wilton, CT. We
  also have offices located
  nationwide in Chicago, Los
  Angeles, Minneapolis and New
  England and New York City.
• With expert service and custom-
  built technology systems, we help
  national and regional advertisers
  maximize their print and
  interactive advertising budgets.
• We have an experienced and
  sophisticated management team
  focused on serving you and
  negotiating the best possible
  rates and placements.


                                      44
We help companies
                                                                                           keep their eye on the ball

 • 75% of companies who outsource important
   functions to other companies “significantly
   outperform their peers on three key business
   metrics:”
    – Reduced administrative expenses
    – Increased growth in return on assets
    – Higher growth in earnings before interest
       and taxes
 • No one knows your business better than you.
   But by focusing on your core strengths and
   your customers, you have time and resources
   to stay on top of your customers’ needs

                                                                                                                        45
Source: Business impact of outsourcing—a fact-based analysis, IBM Global Services, 2006 [ABA2 100]
American Express Success Study
• Newspaper programs used in past for AMEX
  proved ineffective at producing desired results
  and they needed a change – They called
  Mediaspace
• We implemented a new approach using
  newspapers and delivered more highly
  visible, guaranteed ad placements – where their
  clients were reading
• We also saved them $300,000/drop
• A year later, they raised their newspaper spend by
  1,000%; within 18 months, over 1,500% - and are
  now well into an 8 figure spend
• Clearly, this change in strategy is working
Jessica Birk says it best…

“As the leader in accountable media
solutions, ID Media looks for
partners like Mediaspace Solutions
that can save our clients like
American Express over 85% off on
their media while finding ways to
provide added value, exceptional
positioning, and improved ROI”

Jessica Birk
Senior Vice President of ID Media
U.S. Census Success Study
•   This critically important newspaper plan in
    2010 required both deep analysis and deep
    discounts to achieve their required results
•   They needed to reach everybody – in large
    and small markets, with a tight budget
•   Plan recommendations involved both large
    and small market newspapers, often with
    comprehensive ZIP analysis
•   Newspapers contributed to their overall
    success – 72% response vs. 64% in
    previous campaign
•   Newspapers proved to STILL be their key
    vehicle for success!
Let our Total Solutions Team
                                 work for your success
• When clients work with us they are
  assigned an entire Total Solutions
  Team
   – Account development
   – Ad operations
   – Finance
• You will receive regular and clear
  reports on your advertising activity
• You can call anyone on your team
  directly for any answers you need
• We provide customized solutions for
  YOUR business
Just a few of our other clients
For those of you who want a
    copy of these slides:

     send an email to
  solson@mss-mail.com
Best Pricing
Best Placement
 Best Targets
 Best Service
GUARANTEED!

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How the BEST companies in America are WINNING with their advertising-Despite the Economy

  • 1. How the BEST companies in America are WINNING with their advertising – Despite the Economy…
  • 2. Areas covered • The current state of our economy – and what that means to us as Advertisers • An in depth look at the common problems that advertisers are facing – and what the smartest ones are doing about them • An assessment of today’s key advertising vehicles, what’s working, and what’s not • Initial reactions to Digital – how is this performing? • Exploring proven mediums for reaching your ideal clients
  • 3. Consumers are watching their spending U.S. Consumer Spending 14-day rolling average 90 80 70 60 50 40 Source: Gallup Daily, http://www.gallup.com/poll/112723/gallup-daily-us-consumer-spending.aspx
  • 4. Unemployment is up Unemployment 16,000 14,000 12,000 Thousands 10,000 8,000 6,000 4,000 1999 2001 2003 2005 2007 2009 2011 Source: http://www.bls.gov/news.release/archives/empsit_08052011.htm Aug 5th 2011
  • 5. Consumer confidence is low • Consumers’ assessments of their own financial situation have remained quite dismal despite the expectation of improvement in the overall economy • Just 20% of all households reported their finances had improved in early March 2011, barely above the sixty year low of 16% recorded in November 2009 • In August 2011 consumers became increasingly convinced that a renewed recession was likely to occur. Source: University of Michigan’s Survey of Consumers Report, March, 25 2011 & August 26, 2011
  • 6. Index of consumer confidence U.S. consumer confidence average since 1978 120 110 100 Index value (1066=100) 90 80 70 60 50 40 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2011 Source: University of Michigan’s Survey of Consumers Report, August 26, 2011
  • 7. Who is shopping? • Our economic recovery has largely left out the have-nots • Households that earn less than $50,000 have been extremely downbeat • Affluent households have been an important element in getting the economy back on its feet • Just 18% of households earn more than $100,000 a year, but account for one-third of all household spending Source: June, 2011: USA Today, Recovery helps affluent families while cash-strapped suffer http://www.usatoday.com/money/economy/2011-06-26-consumer-confidence_n.htm 7
  • 8. It is tempting for companies to cut back on marketing when sales go down… • Multiple studies show that companies who increase their recession marketing efforts experience higher sales during and for years after as compared to those who don’t • Lets look at some data… Source: "How Advertising in Recession Periods Affects Sales," American Business Press, Inc., 1979 , Facts on the value of marketing during an economic downturn/recession; http://www.coin- op.org/pdfs/Facts%20on%20the%20Value%20of%20Marketing%20During%20an%20Economic%20Downturn Recession_Press%20Release.pdf,:4. Kijewski, Dr. Valerie.
  • 9. Maintained marketing spend through 1974-1975 recession • Companies during the 1974-75 recession who did not cut marketing budgets experienced higher sales and net income during those two years and the two years following than companies that made cuts during the same time period Source: ABP/Meldrum & Fewsmith study, 1979
  • 10. Maintained or increased marketing budget through the 1981 – 1982 recession • 600 U.S. companies were analyzed during the 1981- 82 recession and the three years following • Companies that maintained or increased their advertising expenditures enjoyed a 256% growth by 1985 Source: CARR Report, Aug 13 2001
  • 11. Where is American Express Investing MOST? • As American Express’s profits continue to surge… • They continue to invest hugely into Advertising/Marketing • Quote: “Marketing and promotion expenses rose 60% in 2010 to drive customer acquisition, new products and brand advertising” – Kenneth Chenault • Chairman and CEO American Express Source: American Express 2010 Annual Report: http://ir.americanexpress.com/phoenix.zhtml?c=64467&p=irol- reportsannual
  • 12. Consumers feel advertising is a sign of stability • 48% of adults believe lack Advertising in down economy of advertising during a keeps company top of mind recession indicates the business must be struggling • 86% of executives agree advertising in a down economy keeps a company 86% at the front of the audience’s mind Executive poll Source: Http://www.marketinginsightstoday.com/archives/1223;http://www.jjhill.org/resources/press_releases/W omenVenture_03_24_09.pdf;http://mystrategicplan.com/resources/does-your-marketing-budget-makeyou- look-fat/l;Yankelovich/Harris Study 2008
  • 13. So, it makes sense to continue to advertise – but there still is a huge issue to deal with:
  • 14. The commercial noise today is almost deafening • In the 1970s, consumers were exposed to about 500 ads per day • Today, the average consumer receives up to 30,000 commercial messages each day • And since consumers have a lot more media options, your audience is much harder to reach • This is called fragmentation, and it’s affecting every business in the world Source: QRS: “Don’t Interrupt Your Consumer; Engage Them.” 2011. http://www.qsrmagazine.com/outside- insights/don-t-interrupt-your-consumer-engage-them The Washington Post, "Skip Past the Ads, But You're Still Being Sold." 2009; http://www.washingtonpost.com/wp- dyn/content/article/2009/08/14/AR2009081401629.html
  • 15. The number of media vehicles has increased dramatically Consumer magazines are up 52% since 1998. The number of web sites has skyrocketed by 6,381% since 1997. 75% more AM/FM radio stations exist than in 1990. New online radio stations go live every minute. There are 300% more television stations than in 1999. Source: Arbitron Infin http://www.fcc.gov/mb/audio/totals/bt050930.html; The Influential's ; Keller & Berry; /sizeofweb.html; http://www.boutell.com/newfaq/misc; http://news.bbc.co.uk/2/hi/science/nature/1738496.stm; Source: American Society of Magazine Editors. “Number of Magazine Titles: A Magazine for Everyone” (database accessed 5/24/2010) http://www.magazine.org/ASME/EDITORIAL_TRENDS/1093.aspx, ite Dial 2010: Digital Platforms and the Future of Radio, http://www.edisonresearch.com/infinite_dial_presentation_2010_revb.pdf
  • 16. Cutting a path to your customer • With all these advertising messages, it’s a challenge to reach your customers • Almost every form of media is experiencing challenges with consumer engagement
  • 17. Viewing habits and costs over 30 years: a cost per thousand home increase of 499% Households Cost per Cost per Viewing 30 Seconds 1000 Homes Average Minutes 1980 15,240,000 $57,900 $3.79 1990 12,540,000 $122,200 $9.74 2000 6,134,000 $82,300 $13.42 2005 6,043,000 $129,300 $21.45 2009 4,562,000 $103,700 $22.70 2010 5,248,000 $103,600 $19.74 Source: Nielsen Media Research, February Each Year, http://www.tvb.org/rcentral/adrevenuetrack/media/media.asp?c=1b
  • 18. Television advertising costs are UP while viewership is DOWN • The average TV audience in 2009 was 54% smaller than 1965, yet average cost of advertising increased 426% • 78% of advertisers say TV advertising has become less effective Source: http://tvbythenumbers.com/wp-content/uploads/2007/09/broadcastnetworksharebyseason0828.jpg; Television Bureau of Advertising, 2009, TV Costs and CPM Trends. http://www.tvb.org/rcentral/adrevenuetrack/media/media.asp?c=1b
  • 19. But . . . more people are paying attention to events • In 2011 there were 111 million people watching the Super Bowl which is a 30% 9,000 increase from 2005 8,000 7,000 • 22 million people watched the 6,000 5,000 Royal Wedding of Prince 4,000 William and Kate 3,000 2,000 Middleton, around 8 million 1,000 more than the Prince Charles 0 and Lady Diana Spencer wedding • 6 million more people tuned in to view President Obama’s Jobs Speech than his address on Libya Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144456&nid=123511, Nielsen 2011; http://blog.nielsen.com/nielsenwire/media_entertainment/31-million-in-u-s-watch-president-obamas-jobs-speech-on- television, Nielsen 2011; http://blog.nielsen.com/nielsenwire/media_entertainment/23-million-watch-royal-wedding-in-u-s
  • 20. Fans want to be part of events in real-time • A strong reason companies want to be related to live events and advertise during these events: • “Appointment TV”… people want to watch these events in real time • DVR’s have little impact on people who are watching these events in real time • But we all know that advertising during marquis events is the most costly form of advertising a company can do. Source: Media Post News, July 24, 2007, http://www.mediapost.com/publications/index.cfm?fa=articles.showarticle&art_aid=64461: Source: ESS Synovate OOH survey 2005 20
  • 21. Direct Mail is tougher than ever • The average American receives 560 pieces of direct mail each year • 44% goes in the garbage unopened • 97% to 99% of recipients never respond Source: Proven Ways To Increase Sales And Boost Direct Mail Response Rates, August 2009, Articlesbase, by Andrea Ratajczak; and Direct Mail Statistics You Can Use, By Andrew Michaels | Article Abstract, http://www.articlesphere.com/Article/Direct-Mail-Statistics-You-Can-Use/150454, February 2010.
  • 22. News Audience Trends Audience Percentage Change from 2009-2010 Source: State of the News Media 2011: http://stateofthemedia.org/2011/overview-2/key-findings/
  • 23. Average click rates on ads for most websites are on the decline Percentage of people who click on • Time on the Internet is Internet banners on average increasing, but people 1.20% just aren’t clicking on 1.00% 1.00% the ads 0.80% • “I think it’s interesting (that) in the digital 0.60% age, a number of 0.40% 0.40% people are Less than 0.20% connecting, but not 0.02% necessarily connected” 0.00% - Mary Beth West, CMO Kraft 1997 2001 Today Foods Source: Source: ZSmart Business, Imedia Connection, 2010
  • 24. A lot of people talk about digital advertising • Spending on digital surpassed newspapers for the first time in 2010 • But … as a stand alone advertising vehicle digital still does not have proven ROI • “The problem with metrics is that we have too many of them. And many of them don’t prove anything” – Greg Satell, Digital Tonto Source: Internet Ad Revenues Rebound to Record High in 2010. http://www.marketingprofs.com/charts/2011/4847/internet- ad-revenues-rebound-to-record-high-in-2010?adref=nlt041511 The (Mis)Measurement of Marketing : January 2011. http://www.digitaltonto.com/2011/the-mismeasurement-of-marketing/
  • 25. Step back and take a look at one company’s case study • 2009 – Company pulled all National TV Advertising to move to digital • Hoped to catch attention of home buyers • Didn’t see results and ended up changing overall ad spend • “We thought it was time to clarify what we are and what consumers feel about us. So it was time to go back into the consumer space with all media“ – Beverly Thorne, Chief Marketing Officer, Century 21 Source: Advertising Age, March 28, 2011: http://adage.com/article/news/century-21-back-big-tv-buys-2012-super- bowl-spot/149615/
  • 26. We all agree that it’s important to know how to get the HIGHEST return on your advertising dollars. But what is research showing us?
  • 27. While doing your planning, know that print and the Internet work well together • Time after time, marketers have proven that even when Internet advertising is appropriate, print is the “push” that complements the web’s “pull.” • A print piece not only drives additional traffic to the website, it increases the amount that people spend when they arrive. Source: Deliver magazine, July 2010
  • 28. Newspapers are driving online traffic 2004 • 47.8 million unique visitors 2010 • 83.7 millions unique visitors 2011 • 110.8 million unique visitors *through Q2 of 2011 • Newspaper websites continue to grow rapidly, reaching 110.8 million unique visitors in the 2nd quarter of 2011, a 57% increase from 2004. • “As the industry continues to expand its digital portfolio, readers are visiting newspaper websites in record numbers for in-depth news and information as well as hyper-local information.” -John F. Sturm, CEO & President, Newspaper Association of America Source: 2011: Newspaper Websites Post… http://www.naa.org/News-and-Media/Press-Center/Archives/2011/Newspaper-Websites-Post- Consecutive-Quarterly-Traffic-Increase.aspx 2010 - “Newspaper web Traffic in Top Markets Leaps To An All-Time High.” http://www.nnnlp.com/news/news-05-24-10.php, Newspaper Association of America. Newspaper websites Custom Chart. http://www.naa.org/TrendsandNumbers/Newspaper-websites.aspx . BizReport.com “record visitor numbers,” July 24, 2007 http://www.bizreport.com/2007/07/online_newspapers_experience_record_visitor_numbers.html#, Newspaper National Network.
  • 29. Newspapers drive online action • Online direction has become a substantial response category for newspaper ads. • Consumer actions from print newspaper advertising: – 47% of readers made a purchase online or visited a website to learn more about that product/service. – 26% searched online for more information after reading a newspaper. Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
  • 30. Print and digital come together with mobile devices • 52.6% of people who own a mobile device (tablet, iPad, e- reader, Smartphone, etc) read the daily electronic newspaper • 77.4% of the same individuals also read the daily print newspaper • 55.3% of people who own a tablet or e-reader like to look at advertising and/or feel that brands that are advertised are better in quality than brands that do not • 73.5% of people who made a purchase online in the last 30 days own a tablet device or e-reader and read the daily newspaper Source: Scarborough USA+ 2011 Release 1; Gfk MRI Spring 2011
  • 31. Newspapers Create a Halo Effect • 73% of readers visited Web Percent of consumers sites, used online search, or acting on print ads made an online purchase in following up on advertising 80 they saw in a newspaper in the previous month. 60 • In 2009 the number was 39% but 40 in less than two years people have become much more 20 engaged in the online research and taking action based on 0 seeing advertisements in the paper. 2011 2009 • That’s a 94% increase in two years! Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
  • 32. There’s one medium you can use to take full advantage of your media budget:
  • 33. Know your audience • If the ultimate goal is to connect with your buyers in ways that create meaningful and long-lasting relationships, the first thing you need to understand is who your target markets are…not “what,” but “who.” • What are the psychographics…their motivations, self-definition, peer influences, opinions • And more importantly, WHERE do you know they are looking? Source: Kim Skildum-Reid, 2010 “Last Generation Sponsorships” 33
  • 34. We all need media that reaches our audience • Would you like to advertise in a medium that reaches more than 50% of U.S. adults every day? Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007, http://www.nynewspapers.com/Libraries/PDF_s/Newspaper_Drives_Online_12-7.sflb.ashx, MRI 2009, : “ Scarborough: Most Americans Still Read Newspapers” Newspaperproject.org 11/18/2009) 34
  • 35. Reach customers who can afford your products • Would you like to advertise in a medium that reaches 57% of the population with incomes over $75,000? Source: Newspaper Association of America, Daily Newspaper Section Readership Report, 2008. http://www.naa.org/docs/Research/Daily-Readership-Active.pdf 35
  • 36. Pinpoint specific local audiences across the country • Look for a media vehicle that reaches the majority of homes... • A medium that enables you to reach people both locally and across the country Source: Newspaper Advertising - Advantages & Disadvantages, by Mike Brassi, http://www.websitemarketingplan.com/small_business/newspaper.htm 36
  • 37. Reach your audience when they are receptive • Look for a media where your ad can be examined at leisure without limited exposure • Where your audience can take their time Source: Newspaper Advertising - Advantages & Disadvantages, by Mike Brassil http://www.websitemarketingplan.com/small_business/newspaper.htm 37
  • 38. People take their time reading the paper • Time spent reading Sunday print paper – Over 60 minutes: 45% – 30 to 60 minutes: 32% • Time spent reading daily print paper – Over 30 minutes: 45% – 16 to 30 minutes: 34% Source: Newspaper Association of America, http://www.naa.org/docs/Research/newspaper-reader-engagement- 06.pdf
  • 39. Survey respondents who read newspaper preprints account for 87% of all adults Regularly check Sunday inserts from store categories Grocery or food stores 80% Question: Department stores 69 Please tell me if Discount stores 63 you regularly Drug stores 53 check Sunday inserts from any Home electronics stores 49 stores from the Home building centers 43 following general Office supply stores 39 categories. Computer stores 38 Home furnishings stores 33 Sporting goods stores 33 Base = Adults who ever Appliance stores 25 read or look at newspapers advertising inserts Cell phone stores 11 (87% of sample) Source: How America Uses Advertising 2009 Prepared by MORI Research and NAA
  • 40. People read on-page advertising as they browse • As a matter of routine, 8 in 10 newspaper readers scan on-page ads as they page through the newspaper • Two-thirds (63%) of newspaper readers say they usually read advertising as they page through the newspaper • Scanning becomes reading when they come across something that is relevant to them in a substantive way, or has interesting creative content, or both Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
  • 41. Associated Context can be very effective • You can tie your ad to the content on the page • Health, sports, travel, beauty are all possibilities • Positive associations trigger better response rates and recall ability among consumers
  • 42. Integrated marketing across media amplifies your message • A comprehensive marketing plan ensures your target audience receives the same message from a variety of media • It brings together a whole range of channels into one, blended campaign, all sharing a consistent message 42
  • 43. Summary of Findings: • The best companies of our time continue to advertise, regardless of the economy • To break through fragmentation and manage your budget, you need to use the vehicles that reach your ideal client • Unproven advertising vehicles need time to prove themselves and when used right, prove to complement traditional media • The right advertising in the right medium is key to building successful campaigns • As digital continues to grow, smart companies are using traditional vehicles to increase impact, create more traffic, and strategically grow their business
  • 44. Who is Mediaspace? • Mediaspace Solutions is a privately-held company headquartered in Wilton, CT. We also have offices located nationwide in Chicago, Los Angeles, Minneapolis and New England and New York City. • With expert service and custom- built technology systems, we help national and regional advertisers maximize their print and interactive advertising budgets. • We have an experienced and sophisticated management team focused on serving you and negotiating the best possible rates and placements. 44
  • 45. We help companies keep their eye on the ball • 75% of companies who outsource important functions to other companies “significantly outperform their peers on three key business metrics:” – Reduced administrative expenses – Increased growth in return on assets – Higher growth in earnings before interest and taxes • No one knows your business better than you. But by focusing on your core strengths and your customers, you have time and resources to stay on top of your customers’ needs 45 Source: Business impact of outsourcing—a fact-based analysis, IBM Global Services, 2006 [ABA2 100]
  • 46. American Express Success Study • Newspaper programs used in past for AMEX proved ineffective at producing desired results and they needed a change – They called Mediaspace • We implemented a new approach using newspapers and delivered more highly visible, guaranteed ad placements – where their clients were reading • We also saved them $300,000/drop • A year later, they raised their newspaper spend by 1,000%; within 18 months, over 1,500% - and are now well into an 8 figure spend • Clearly, this change in strategy is working
  • 47. Jessica Birk says it best… “As the leader in accountable media solutions, ID Media looks for partners like Mediaspace Solutions that can save our clients like American Express over 85% off on their media while finding ways to provide added value, exceptional positioning, and improved ROI” Jessica Birk Senior Vice President of ID Media
  • 48. U.S. Census Success Study • This critically important newspaper plan in 2010 required both deep analysis and deep discounts to achieve their required results • They needed to reach everybody – in large and small markets, with a tight budget • Plan recommendations involved both large and small market newspapers, often with comprehensive ZIP analysis • Newspapers contributed to their overall success – 72% response vs. 64% in previous campaign • Newspapers proved to STILL be their key vehicle for success!
  • 49. Let our Total Solutions Team work for your success • When clients work with us they are assigned an entire Total Solutions Team – Account development – Ad operations – Finance • You will receive regular and clear reports on your advertising activity • You can call anyone on your team directly for any answers you need • We provide customized solutions for YOUR business
  • 50. Just a few of our other clients
  • 51. For those of you who want a copy of these slides: send an email to solson@mss-mail.com
  • 52. Best Pricing Best Placement Best Targets Best Service GUARANTEED!

Notas do Editor

  1. http://www.gallup.com/poll/112723/gallup-daily-us-consumer-spending.aspx
  2. Source: University of Michigan’s Survey of Consumers Report, February 19, 2010
  3. UPDATE w/new 2010 report
  4. Add rice krispies box or bowl of rice krispies
  5. Note to presenter: 20,000 messages per day as of August 16, 2009 Istock 3688476 and 11534101Nothing about the 1970’s in this article: “The market research firm Yankelovich estimates that the average American living in a city 30 years ago saw up to 2,000 ad messages a day. Today, estimates range from 5,000 to 20,000 ad impressions a day. To hone in on a more accurate number, one would have to determine what exactly constitutes an ad in today's ambiguous media environment. Print, radio, TV and online pop-up and banner ads are easy to tally. But what about Internet search results, recommendations on Amazon, subtle product placements in film, music and TV, and, of course, spam? “
  6. Note to presenter: There are 23,329 licensed television stations in the United States.Source: FCC, Media Bureau, http://www.fcc.gov/mb/audio/tvq.htmlFrom 1997 to 2006 the number of magazine readers increased from 171.4 million to 184.1 million Source: 10-Year Magazine Readership Trend 1997-2006, Mediamark Research, Inc.In 1990 there were 10819 radio stations in the US. Today there are 14420.Source: FCC Radio Licenses, accessed August 23, 2010, www.fcc.govhttp://website101.com/define-ecommerce-web-terms-definitionsA January 2010 survey showed 206,741,990 sites active online from 0 in 1995, Source: Website 101, accessed August 23, 2010, Note to presenter: “Today” for magazines is as of April 2010, for web sites is as of February 2007, radio is as of December 2009, and TV it is September 2005.IT DOES NOT INCLUDE Internet RADIO STATIONS.
  7. Change the picture on this one
  8. Note: 2008 figures: average minutes were 4,384,000, cost per 30 seconds was $114,900, CP 1,000 homes was $26.22Started to go down in 2009 but we used because more current2010 figures are lower still so did not use: 5,248,000 viewing minutes, $103,600 cost per 30 second and $19.74 cost per 1,000 homes.
  9. 2010 Super Bowl – 106.5 million viewers
  10. : DoubleClick DART for Advertisers, a cross section of regions, January – December 2008, www.interactcongress.eu/.../8_7_The_Proof_for_Branding_Online_F_Gian_Fulgoni.ppt
  11. Note to presenter: Print breakdown In millionsNewspapers: $23,434Magazines: $9,182Direct mail: $52,305Business papers: $2,664To see other types of advertising, see source.
  12. Integrate audience numbers for end of 2010 going to 2011 (how many more readers you hit by using both media)
  13. Up from 39% in 2009.-Visited a website to learn more about an advertised product or service – 37%-Used the search function online for more information about an ad in the paper – 26%-Bought something at an Internet website – 10%
  14. Up from 39% in 2009.-Visited a website to learn more about an advertised product or service – 37%-Used the search function online for more information about an ad in the paper – 26%-Bought something at an Internet website – 10%
  15. Change lead-in
  16. Pull this or portray it as timeless research
  17. Note to MSS: We looked into this and found some stories, but we didn’t find anything that was easily recognizable or had a big wow without a lot of explanation that would drag this down. We think the better way to go would be to put one of your own success stories about this in here. DK ; terrific panel. Dk – see if can find specific companiesAre there a couple of example companies that we can refer to and drop into the script?
  18. Note to MSS: Please provide the figures you want here. Scott Miraldi- dimensionalize bullet point three, remove percentages and look at another number (total dollars etc.)
  19. Note to MSS: Please provide the figures you want here. Scott Miraldi- dimensionalize bullet point three, remove percentages and look at another number (total dollars etc.)
  20. MSS says they will consider what logos to use and do themselves.-> CW Suggestion: Please add Fifth Third Bank or TIAA-CREF (as banking/finance is a growth category for MSS and both are among our larger accounts at MSS); on this list, I would replace CIT with Fifth Third Bank (or TIAA-CREF). Bill Aiello- The Borders Books logo should be replaced – it’s been quite awhile since they have been relevant or ran through us. Windstream is a great example of our ability to execute preprints (along with ROP) in C and D markets. The strength of MSS data allows this client to buy newspapers above and beyond local dailies Randy – we need to make a bunch of changes to this logo page so we’ll do it on our end.