Friday, November 21, 2008
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Location: Blogs Stl ADvice: Media Buying, Advertising and Web Marketing in St. Louis |
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| Posted by: anchorstl |
2/24/2007 |
"Cut Through by Adding To" the clutter that is.
Since Clear Channel introduced they're "Less is More" media avail plan, our agency has embraced the concept for many of our clients. The results are in and it works! As consumers, we are bombarded daily with thousands of media advertising messages, from Radio, Television, Billboards (outdoor), Internet Banners, Streaming Web Ads, Soda Cans, The clothes we wear, Public restrooms (indoor), our cell phones, sports facilities and now Search Engine Advertising. Everyone is yelling at us in a crowded room and we begin to tune out the vast majority of the noise in order to maintain sanity.
For the last 18 months, the media buyers at Anchor Communications have been doing something different and our clients are singing the praises. A large portion of our client base is small and medium size companies with limited advertising and marketing budgets. So we took a note from the "less is more" playbook and developed our own branded media buying strategy. We call it ClutterKutter ©. The concept is to break through the clutter by adding to the clutter. In other words, Say Less, Say it More Often, Say it Clever and Say it for Less. Our ClutterKutter © Program can be customized for almost any service company, direct response advertiser and/or promotional event. The Media Buying formula behind ClutterKutter © consists of five second, ten second and fifteen second recorded and live mentions, mixed with "casual mentions". These shorts spots are created using Suessing, Alliterations and Rhyme while sticking to the point and using the KISS method of marketing. They are booked both vertically and horizontally on 3-5 days per week over 4-8 Radio or TV stations and supported with local Search and Cost Per Thousand Web Banner Ad Placement on local Media web sites.
As a result of the ClutterKutter © program; our clients appear to be everywhere all at once. When in reality they are only running a high frequency, of short spots over a few specific days. This smoke and mirrors method is proven successful to move product, deliver response and move people to action. It simultaneously builds and freshens our client brands without being "wasted" branding advertising.
A great example of ClutterKutter © success occurred just last week when St. Louis was buried in one of the first "real" snow storms in quite a while. I called our client Scott's Power Equipment and asked if he had any snow blowers in stock? He said he did, so we implemented a one day ClutterKutter © buy. We bought 18x :05 sec spots (1 per hour) on two separate radio stations in just one day. Not only did he move snow blowers, but our ad agency personnel took many calls from other media reps all over the market, saying things like; "Scott's Power Equipment is all over the radio, why can't we get on the media buy?"
The ClutterKutter © Strategy has worked for CiCi's Pizza, Sidepockets, Helitech, and R&S Spas Contact Anchor Communications to take it for a test drive yourself.
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| Copyright ©2007 Anchor Communications | St. Louis Advertising Agency |
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