By Ed Keller The Super Bowl is upon us, and with it anticipation about the advertising is heating up. Some say that interest in the ads is as great, or greater, than interest in the game itself. There is no question that the Super Bowl generates not only a large viewing audience but also tremendous buzz – offline and online – about the ads. Rather than being a once a year phenomenon, however, the Super Bowl is merely one in a series of programming options each year that proves an important fact: Co-viewing of sporting events and family-oriented television programming is a boon to advertisers because the spark significantly elevates levels of consumer conversation about the ads. When people watch television with other people, whether it be with family members
By: Ed Keller The teams for the Super Bowl are now set. Callers to sports radio shows and pundits on cable TV will debate who has the better chance to win and why. At the same time, the marketing pundits are gearing up to assess who will get the most bang for the $4 million being invested for each 30 second spot. It used to be the winner of the USA Today Ad Meter was the arbiter they used to assess who “won” and who “lost” the advertising wars. Now, however, conventional wisdom is that we can judge success via monitoring twitter and other online social media. Consider these data and comments from last year’s postmortem, as an example. “The numbers are in and this year’s Super Bowl generated record-breaking
By Ed Keller “Can We Talk . . . About Vaginal Myths?” That’s a headline that will catch one’s attention. It certainly caught mine when it appeared recently in Ad Age . The article is about the new marketing campaign from Kimberly-Clark’s U by Kotex brand. “One might view this work as provocative,” according to Melissa Sexton, integrated marketing planning director at K-C who was quoted in the article. “But it’s provocative not for the sake of being provocative, but because that’s the way the honest conversation needs to happen.” Conversation is what Kimberly –Clark hopes to achieve, and if history for this brand is a guide the strategy will pay off. There is a wide-spread belief that word-of-mouth marketing works only in “exciting” categories, like technology, cars, restaurants, travel and movies.
“It’s all about conversations . . . and everyone’s talking” is the subject of Ed Keller’s op-ed in PR Week. “A high-value PR outcome isn’t just about media visibility – traditional and online. It’s about driving positive ‘talk worthy’ conversations that lead to mass influence and sales.” Keller lays out a blue print for how to be talk worthy. Read more.
By Ed Keller Think of what’s hot for the holidays and chances are you will think about some new technology product, or the latest toy, or maybe a hot video game. You would be correct in thinking all these categories get more buzz around the holidays than they do during the rest of the year. But the brands that get the biggest word of mouth spike? It’s the consumer electronics retailers themselves, far more than the products they sell. With an eye on what might be hot during the holidays this year, we at Keller Fay looked at word of mouth during the 2011 holiday season and compared it to the other eleven months of 2011. The largest increase was seen for the electronics stores, which saw their word of
Read Ed Keller and Brad Fay’s new article in the Dec 2012 issue of the Journal of Advertising Research. See why the JAR editor Geoffrey Precourt says in his issue overview: “No one understands WOM better than Ed Keller and Brad Fay.” Click here to read the article.
- Published in News & Events
By Ed Keller For a number of years now, we have had strong evidence that word of mouth is highly valued by consumers and that it is ubiquitous. McKinsey has gone so far as to call word of mouth “the most disruptive force in marketing.” CMO surveys by firms like IBM suggest that the overwhelming majority plan to increase their investment in social media, but ROI metrics have been hard to come by and CMOs say increasingly those will be the metrics by which they will measure success of their marketing efforts. According to IBM, “even among the most successful enterprises, half of all CMOs feel insufficiently prepared to provide hard numbers [for return on marketing investment].” A new white paper by marketing analytics expert MarketShare and the Keller Fay
What is the state of the art today for identifying and marketing to consumers who have the most influence in the marketplace? Has the advent of enormous online social networks, like Twitter and Facebook, re-written the manual for influencer marketing? The answer – an emphatic ‘no’ – may come as a surprise to you. Read Ed Keller’s new article in the December 2012 issue of Admap. More >
“Dark Social: We Have the Whole History of the Web Wrong .” That’s the provocative headline of Alexis Madrigal’s fascinating story in the Atlantic. The premise is that most marketing people assume that the social web equals Facebook, Twitter and other social networking sites. This assumption leads to the belief that companies wishing to maximize their social visibility are best served by optimizing the posting and sharing that goes on via these sites, and you will be optimizing your brand for social. “Here’s a pocket history of the web, according to many people,” according to Madrigal. “In the early days the web was just pages of information linked to each other. Then along came web crawlers that helped you find what you wanted among all that information. Sometime around 2003 or
CBS’ Poltrack Unveils New Media Planning Tool Advertising Week presentation to focus on TV word-of-mouth affinities
By Anthony Crupi First posted on adweek.com CBS and the Keller Fay Group next Tuesday will unveil new research that demonstrates how television remains the dominant driver of meatspace word-of-mouth conversations, those offline exchanges between friends and relatives that focus on consumer brands and products. In a late-afternoon Advertising Week presentation, CBS chief research officer David Poltrack will take the wraps off a new media planning tool that blends Nielsen TV ratings, Keller Fay’s WOM metrics and his own proprietary segmentation analysis. Poltrack has 30 minutes of material planned for his presentation, which is set to begin at 4:45 p.m. at the NASDAQ MarketSite in Times Square. For those who cannot sit in on the event, here’s a sneak preview of Poltrack’s presentation: Television is far and away the leading information
- Published in News & Events
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