Fr 5/5 - TV Is Good For Your Vision | Paid Vs. Organic | Bud Light Buys Their Way Back | King Merch
It's Friday, May 5 2023. Cinco Demayo. Let's nerd out.
The ad nerds podcast delivers an industry news every weekday. We're the go to source for people who spend money on advertising, covering Big brands, small businesses, and the latest marketing trends. It's me Spanky Moskowitz, the show's host and nearly 40 year vet of the ad industry. I've created campaigns for Budweiser m&ms, Frito. Lay the NFL and NBA, I've created over 100,000 ads generating hundreds of billions and client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news. The ad nerds podcast is the perfect place to start.
We watch TV with captions on in my house for a few reasons. Number one, my wife was a deaf ed teacher. And since Deaf people can't hear, captions are great, too. It encourages kids to read. Well now there's a third reason to check your eyesight. Have you ever been watching a movie or TV show with subtitles, and notice that the text was getting smaller, harder to read. While I care retailer VisionWorks and ad agency Leo Burnett have turned this common experience into an eye test. As part of healthy vision month, vision works created its subtitles campaign to encourage people to schedule regular eye exams. The campaign includes to 32nd ads titled bed and BombSquad, which use high tension action sequences to replicate the feeling of watching a thriller. In the ad titled the bed, a couple she in pajamas, he in a hazmat suit, investigate a monster under their bed. Slime oozes down from the bed frame and you feel like you're watching a horror film. As they try to determine what it is the tension increases. As the subtitles decrease.
Of course the ad was in a foreign language. It's got subtitles. Anyway, the subtitles in the video get increasingly smaller and at the end of each video the viewer is told this was a test if you couldn't read the subtitles, schedule an exam. And then it features a QR code that links to the vision works website for scheduling appointments. According to Britt Nolan, president and chief creative officer of Leo Burnett, The campaign aims to jolt people out of apathy. Most people believe that their vision is their most important sense, but they often convinced themselves that their eyes are good enough. The subtitles campaign aims to instill a sense of urgency around scheduling eye exams. And I will tell you, my wife has been putting off hers for quite a while she's like, Oh, I'll get to it. I'll get to it. It's fine. But I can't see anything. Can you read this for me? To extend the campaign cinematic theme VisionWorks is also offering customers the chance to win a trip to cons France. The prize includes seven nights in a luxury hotel and $5,000 in spending cash. The two subtitle ads are running on linear TV, CTV and social media and are also going to be featured in over 800 Big Screen theaters leading up to the summer blockbuster season.
I've got a pet peeve. If I hear one more client, one more consulting call, or one more small business owner say we only do organic, I might just lose my mind. There are so many small business owners out there who think they can win with a purely organic play, and they can't. Let's start with search. So why are you showing up at the top of search pages? Well, increasingly competition and algorithm changes are making it harder for businesses and brands to appear at the top. organic traffic is good, it's essential, but it takes time and a significant investment to deliver The results you're looking for if you're not patient, and if you're if you need immediate results, that's where paid advertising comes in and can make a huge difference. Paid advertising increases your your visibility, it generates leads, it drives web traffic. I mean that the benefits of paid media and advertising in your, for your business are enormous. First, paid advertising allows you to connect with targeted consumers, you can literally target specific demographics, locations, interests behaviors, to reach the right person, which ensures that your ads are seen by people who are most likely to be interested in your products, your services, right? Pretty simple, no brainer. Next, paid ads can also help you save on marketing costs. Yes, spending money can actually save you money. You only pay for the clicks or impressions your ads generate, which make it super cost effective and a very powerful way to market to a large audience and generate positive leads. Also paid ads. If you don't know this offer measurement, you can easily measure the performance of your campaigns in real time. And you can assess very quickly what's successful, which ads work, which don't and then optimize your ads to generate the ROI you want to need. Next, paid ads increase your brand awareness and for me that is the most important part of this. You put your ads in front of your target audience at the right time and stay in front of them. You're increasing your brand awareness and visibility with them at all times. This is especially important when your business is launching a new product or creating a service. It builds curiosity in your target audience and it makes them want to know more. Lastly, paid advertising guarantees faster results. While organic, social and SEO is a good idea. It only works as a long term strategy. Meanwhile, paid ads can start giving you results within days, which allow you to generate you know quick leads, increase your sales volume like there's a whole bunch of upside potential. So please, please stop telling me we only do organic.
Comedian Dana Carvey, you know, church lady, was known for his fantastic impressions. He's back with a royal one in a 60 second spot for Petsmart charities. Carvey dresses up as King Charles and with a stiff upper lip warns against the frivolous buying of Cavalier King Charles Spaniels. He expressed his concerns that Charles coronation might lead to a flood of people buying Cavalier King Charles Spaniels much like what happened after Disney's remake of the movie 101 Dalmatians in 1997. Instead, Carvey suggests adopting rescue dogs as there are millions of adoptable pets in need of homes.
The campaign was created by ad agency maximum effort and production company 626 Amy Gilbreath president of Petsmart charities expressed the need to draw attention to the pressing issue of millions of adoptable pets in need of homes. The campaign is a fun and effective way to raise awareness and encourage people to adopt rescue dogs instead of buying from breeders. And with Garvey's awesome impersonation, it's sure to grab attention and make them left to.
As many of you know Bud Light has been under fire for its partnership with transgender influencer, Dylan Mulvaney. The partnership caused an uproar among some consumers which led to a significant drop in Bud Light sales and market share. Well, to combat this, the company is tripling its marketing spend on Bud Light this summer to prop up the top selling beer brand. The marketing campaign will focus on Bud Lights association with sports and music. In addition to the marketing boost, Anheuser Busch is also providing direct financial support to wholesalers and other frontline workers who workers who have been impacted by the controversy. During a conference call reviewing the Brewers first quarter financials, the company attempted to downplay the influencer marketing that ignited the right wing outrage, sales to wholesalers dip by 1.6% in the quarter and sales to retailers fell by 3%, which the company indicated was below the industry. It's not clear by the way how much money they're going to spend advertising Bud Light this summer. Now that they've decided to triple their marketing budget, I don't care where you stand on the transgender issue. It's not your issue to take a stand on. If your business hires does business with or engages with an influencer of any kind. You need to have the integrity to stand behind them. Personally, I think Anheuser Busch messed up. Not in the decision to work with Dylan Mulvaney. They messed up when they kicked her to the curb after they made the decision to work with her.
Coming up, a new king is crowned tomorrow and brands are cashing in.
Well, the coronation of King Charles the third is a big deal in Britain tomorrow. I can't do a really good British accent. And some big brands are trying to get in on the action. According to a survey by Hall and partners, nearly 1/3 of Americans and nearly one quarter of Brits feel the monarchy is outdated. However, brands like Heinz spirit brand Pimm's and Premier foods have tried to tie in with the coronation by releasing Limited Edition bottles and rebranding their products with blue and red bunting and union Jack's brands have also focused on more in store activations like chocolate brand, Cadbury, which released an 850 gram, the king's coronation chocolate bar, which features a crown on the packaging center. The majority of Brits believe that the brand tributes to the king are simply PR opportunities. I couldn't agree with them more, with less than 10% Thinking that the brands sincerely wish to pay respect to the king. According to research firm YouGov. Despite this brands are still trying to capitalize on the coronation. With all the predicting record sales of food for the occasion and Tesco opening up its first pub called King in the castle. I'll drink to that.
Hey, if you'd like the ad nerds podcast, please subscribe to it on Apple Spotify or wherever you listen. Give it a five star rating and a great review. I'd appreciate it. That's the energy podcast for Friday May 5 2023. It's Cinco Demayo. Spanky out have a great weekend
Attribution Links:
Visionworks Subtitles Campaign: https://www.adweek.com/brand-marketing/visionworks-cleverly-uses-film-subtitles-to-give-audiences-an-eye-test/
BAM League: https://bamleague.com/
PetSmart Charities Campaign with Dana Carvey: https://www.adweek.com/creativity/dana-carvey-plays-king-charles-iii-in-charming-petsmart-charities-ad/
Bud Light's Increased Marketing Spend: https://www.adweek.com/brand-marketing/bud-light-to-triple-summer-ad-spend-ab-inbev-ceo-silent-on-lgbtq-stance/