Last Sunday Cartier aired a 3 ½ minute long commercial on three major networks: CBS, ABC, and NBC. This was a major shift in marketing dollars for the luxury retailer, as its previous media placement spend has been mostly allocated to magazine advertisements.
So, why the sudden shift to $3 million TV commercial placements?
When live TV commercials were first introduced in the 1940s, the commercials ran at 60 second spots and eventually decreased to the more modern 15 second time spots. Today, these 15 second spots enable most TV advertisements to be creatively short. They usually highlight value and benefits and are ultimately all versions of one another, at least within each industry. Many are lacking in differentiation and consumer appeal.
Recently, however, there have been a number of retailers, including Chipotle and Gap Inc., that have caught sight of this redundancy. They shifted strategy and instead opted to create multi-minute long TV commercials. Not only are these advertisements enormously longer than competitors, but as a consequence they tend to “roadblock” competitors from airing during the same sitcom.
The most recent contender, Cartier, debuted its new commercial on Sunday night. The debut appropriately aired during “The Good Wife”, “Celebrity Apprentice”, and “Desperate Housewives” sitcoms, all with demographics akin to that of Cartier’s target audience. Their commercial placement is of heightened importance because Cartier needed to not only grasp and hold consumer attention span for minutes longer, but also ensure that the many more dollars invested in capturing the extra time have a valuable return.
It’s generally not a good feeling when your government is known for its frivolous spending. It’s an even worse feeling when you see the details: one million for road signs touting stimulus funds at work in Ohio, two million for a water taxi to Pleasure Beach, CA. Did you know the government spends $10 million annually for an international music troupe? Before everyone gets up in arms about government waste and whatnot, let’s look at the rationale.
The Rhythm Road, as it’s called, travels to over forty countries to spread American music. It’s all done in the name of changing perceptions with the hope that American music is a reason to hate the United States a little bit less. But how do we know if it’s effective? You might guess that this isn’t the easiest campaign to measure, but since its inception in the 50s, the program has seen some success. Continue reading »
Social media is everywhere (seriously, we can’t escape it). It’s caught at an interesting crossroad of recognition; is it a fad or a legitimate medium? I have to believe it’s the real deal. Besides the simple fact that my job depends on its survival, a couple of current events suggest that social media is thriving.
If you didn’t know it, today is “Everybody draw Mohammed day” on Facebook. The numbers the group has reached fascinates me. It’s jumped 50,000 fans in one day. What’s more is that Facebook is the driving medium for the group. They have gained so much attention that the sovereign state of Pakistan has banned Facebook. That’s right, they banned Facebook. I think the concept of drawing Mohammed is mediocre, but that’s where Facebook thrives. The marriage of an average concept with the ease of Facebook is bolstering causes that wouldn’t survive in other media. In other words, social media is changing non-movements into strong movements. Continue reading »
Craig Ferguson, host of The Late Late Show, calls his Twitter followers his “Robot Skeleton Army” (or Skellyborgs, Twitzylvanians, Cyberbonies, Cyberbone Homies, Skellypeeps, and the RSA). Craig has been asking people to follow his Twitter in his monologues, and reading their tweets in a segment on his talk show.
The Late Late Show has had consistently competitive ratings, often surpassing its counterparts on NBC, even without traditional marketing used by other late night shows. It will be interesting to see how using social media will affect The Late Late Show in the long run, and if “followers” on Twitter can translate into higher ratings for Craig’s show.