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Oh, The Places You’ll Advertise!

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Advertising tells the world about your brand or product through various forms of paid media. Ads are placed where advertisers think they will reach the largest, most relevant audience.

 

Tiffany Whisner

Tiffany Whisner

Once upon a time that was in TV and radio commercials, print ads and billboards. Now there’s Google, Facebook, Twitter, Pinterest and many others also trying to grasp their piece of the advertising pie.

 

“Brands are looking for new places to advertise because people are looking for new ways to communicate,” said Brian Coles, VP marketing at Coles Marketing.

 

Google goes from the wrist to the wall

AppleInsider has a sneak peek into the places where Google says it might advertise, including thermostats, glasses, watches and car dashboards.

 

From its filing with the SEC, Google said, “Our expectation is that users will be using our services and viewing our ads on an increasingly wide diversity of devices in the future, and thus our advertising systems are becoming increasingly device-agnostic.”

 

As noted in the AppleInsider article by Neil Hughes, “The mention of glasses and watches is no surprise, as Google is betting heavily on the future of wearable devices, through both its Google Glass project, as well as its forthcoming Android Wear platform.”

 

And have you seen Google’s self-driving car? In late May, Google presented a new prototype of their driverless car with no steering wheel or pedals. So it would make sense to advertise on those car dashboards!

 

Promoted pins and video ads roll out

But Facebook won’t be outdone when it comes to advertising. The social media giant began selling video ads in the U.S. in March. And now it’s expanding this new service to seven other countries, according to Reuters.

 

In his article, Alexei Oreskovic said these video ads are one of Facebook’s most closely-watched new advertising products. It could help Facebook gobble up an even bigger slice of brand advertising budgets.

 

“Advertising in general is about hitting the right person at the right time, and social media advertising has this down pat,” Coles said.

 

Here’s a pinteresting idea! Pinterest has been experimenting with Promoted Pins, ads featuring placements from select retailers and other businesses. Now the company is doing a paid test of Promoted Pins.

 

“The launch of paid ads is a notable milestone for Pinterest,” said Sarah Perez in her TechCrunch article. A small number of brands are participating to begin with, including ABC Family, GAP, Kraft and Target, among others.

 

You’re putting that magazine ad where?

It’s not a big deal to see a Verizon Wireless ad in Time magazine. But what if that ad is on the cover?

 

For the most part, magazine cover advertising has been avoided because it violates “widely-observed guidelines from the American Society of Magazine Editors … which are meant to emphasize and protect editorial independence from marketers,” said Michael Sebastian in his AdAge article.

 

Guess the need for new revenue is becoming more important. Or maybe it’s just the desire to “be entrepreneurial,” said Time Inc.’s Chief Content Officer Norman Pearlstine.

 

“Traditional media outlets like magazines need to get creative in order to stay competitive with new advertising,” Coles said.

 

There’s no such thing as “free”

Coles has the following thoughts when it comes to the future of advertising:

  • The world will continue to move in the mobile direction, and messaging will need to be more concise and direct.
  • The days of picking one advertising medium to get your message across are gone.
  • As consumers, we need to get used to the idea that there is no such thing as “free” digital content. One way or another, consumers will have to pay.

 

Get more advertising advice from Brian Coles and the Coles Marketing team today!

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Categories: 2014 June Newsletter, Newsletters | Tags: Tags: , , , , , , , , , , , , , , , , , , , ,

Applying Parenting Skills to the Workplace

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Like many parents who have young children at home, I’ve been accused of having baby on the brain.

 

Christopher Lloyd

Christopher Lloyd

Parenthood is such an all-consuming responsibility that it can often feel like it pushes out everything else in life you used to regard as so important. (Hobbies? Fuhgedaboutit.)

 

But I’ve been surprised by how much the skills I’ve developed as a dad have been helpful in the workplace, and vice-versa. I truly believe being a parent has made me a better marketing professional, and some of the things I do during the workday assist me in caring for our two boys (ages 3½ and 11 months).

 

Translatability from home to work

This is not to suggest that changing diapers will make you a zippier writer or that bath time will help you create better code for your company’s new mobile app. But some of the tasks you have to do or challenges you face as a mom or dad can enhance your workflow on the job.

 

For instance, I’ve had to improve my financial planning skills, prioritizing what needs are most urgent (shoes, doctor appointments) and what can wait (my idea for stone borders in the backyard).

 

I’ve also become more proactive, setting goals six months ahead of time instead of six days. And I’ve learned to become a master of coordinating with my wife, for everything from the weekly meal plan and annual vacations to home repairs.

 

Staying on the move

Studies have shown that men who are actively engaged with their children are more likely to be successful on the job.

 

As LifeWorks put it, “In both roles, success comes from connecting and cooperating with other people, adapting to quickly changing conditions, and earning the support of others to achieve results.”

 

For marketing, that’s a spot-on description of the profession: it’s constantly on the move, and your success is directly reliant upon your ability to collaborate well with peers and clients. Of course, these same criteria apply to many other industries, from healthcare to accounting.

 

Anticipate and create

Sanaz Marbley of JMPR Public Relations has an excellent article on her company’s blog about the similarities between her day job and her new role as a mom. Among them:

 

  1. Anticipate Needs – For babies and clients. If you can figure out when your child is going to need something, you can avoid a number of meltdowns. Similarly, you will gain the trust and confidence of your clients when you can anticipate their needs.
  2. Be a Contingency Planner – Think ahead, get ahead. Make a list of the “what ifs” and be prepared to deal with each situation accordingly.
  3. Pay Attention to Detail – That’s where you make it or break it. Developing a system to help you keep track of the details is crucial in caring for your child or your client. Set up a game plan in advance, and follow up to make sure goals are accomplished.
  4. Use Creative Problem Solving – Come up with wild ideas, then shape to fit. Use your imagination to distract your child or come up with how your client can add flare to their next event.
  5. Get Some Perspective – Step back sometimes for the eagle’s-eye view. Take a breather to get some perspective and come back recharged.

 

If you need help with any of these areas, the Coles Marketing team has the expertise you need!

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Crib Safety: “If You Can ‘Can’ It, Ban It”

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A summertime tradition, garage and yard sales are here once again. And while you can find some great bargains and interesting new finds, you should keep some safety tips in mind if you are hunting for a crib.

 

Eric A Yancy, MD 2.8.12“Many families have vintage cribs from relatives or neighbors that have been passed down from older children and previous generations. If these cribs were built before 2011, it is likely they aren’t up to today’s crib standards,” said MHS Chief Medical Officer Dr. Eric A. Yancy. “Today’s standards don’t allow for the crib slats to be more than six centimeters apart.”

 

Dr. Yancy said a good way to measure this is with a soda can. If the can passes through the crib slats, it’s probably not a safe crib, meaning the slats are further apart than allowed. “Slats that are far apart may lead to infant entrapment and strangulation. If you can ‘can’ it, ban it.”

 

Also, drop-side cribs, while convenient, are also unsafe. Faulty mechanisms have allowed the drop sides to cause strangulation deaths. They are no longer considered safe and shouldn’t be used. Headboard “cut-outs” on a crib are also not recommended because of the safety issue of entrapment.

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Dr. Yancy has some additional tips for crib safety:

  • There should be no pillows or toys in the crib, which could cause suffocation.
  • The mattress should be relatively firm. The baby shouldn’t be able to sink into the coverings.
  • Keep a monitor near the crib at all times.
  • Remove knobs or attachable toys from the crib to prevent the baby’s clothing from getting caught, which could cause choking.
  • Keep the crib away from windows.
  • Lower the crib mattress as the baby changes stages, from rolling to pulling up to standing, to prevent falls from the crib.

 

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Managed Health Services (MHS) is a Coles client. The Coles team helped spread the word … check out some interviews we helped coordinate that Dr. Yancy did with Indianapolis-area media about crib safety:

“Garage sale crib bargain may pose safety threat” (WISH-TV, Channel 8)

Video: Crib Safety (WISH-TV, Channel 8)

“In the market for a crib? Beware if shopping used!” (WXIN-TV, FOX 59)

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Categories: 2014 June Newsletter, Newsletters | Tags: Tags: , , , , , , , , , , , , , , , , , , ,