How do you stand out in the largest media market in the country while showcasing your client’s unique brand image?
By utilizing strategically located New York City wallscapes and high impact double decker full-wrap busses we complemented more traditional media exposure and dramatically increased target audience reach in a highly competitive impulse-purchase retail environment. (AKA the streets of NY).
In a crowded Personal Injury Attorney marketplace how do you “stand out from the crowd” literally and still cost effectively reach your target audience in a memorable way?
Creation of the “Fight back. Call Jack.”sm (Calvino) marketing campaign (whose rhyming memorization mechanism was instantly imitated by at least 5 local competitors…) Our media solutions included Bus Kongs and Headers, and dasherboard and Digital Scoreboard Fight sponsorships at Providence Bruins (AHL) games complementing a significant and dominant outdoor (Interstate bulletins utilizing extensions) and multi-cultural media presence based on ideal target audience for the service and brand.
As a newcomer to professional sports sponsorships in Boston and New England, overcome the previous long-term branding efforts by competitors (Sullivan Tire especially) to rapidly build brand presence and share of market on a cost efficient basis without increasing budget.
Create a unified “Town Fair Tire: On a Roll” sponsorship theme that can be carried across multiple sports programming regionally (including NESN, CSSNE program sponsorships) and locally (WEEI, WBZ-FM, WFAN radio and higher attendance minor league teams EX: PawSox, SeaDogs in MA, RI and CT.) Utilize this strategy to maximize the impact of the sponsorship reach to M 25-54 and dramatically increasing related sales via targeted and cost efficient placements and consistent and extremely positive association with the hottest (and most successful) pro athletes in a given sport, who are “On a Roll” in any given week. We utilized digital signage behind the plate on certain broadcasts, and were the title sponsor at the Town Fair Tire 100 at New Hampshire Motor Speedway, which included negotiation of free infield signage that produced national television brand exposure worth hundreds of thousands of dollars on Sunday’s NASCAR race broadcast live on TNT.
As a newcomer to professional sports sponsorships in Boston and New England, overcome the previous long-term branding efforts by competitors (Sullivan Tire especially) to rapidly build brand presence and share of market on a cost efficient basis without increasing budget.
Create a unified “Town Fair Tire: On a Roll” sponsorship theme that can be carried across multiple sports programming regionally (including NESN, CSSNE program sponsorships) and locally (WEEI, WBZ-FM, WFAN radio and higher attendance minor league teams EX: PawSox, SeaDogs) in MA, RI and CT.) Utilize this strategy to maximize the impact of the sponsorship reach to M 25-54 and dramatically increasing related sales via targeted and cost efficient placements and consistent and extremely positive association with the hottest (and most successful) pro athletes in a given sport, who are “On a Roll” in any given week. We utilized digital signage behind the plate on certain broadcasts, and were the title sponsor at the Town Fair Tire 100 at New Hampshire Motor Speedway, which included negotiation of free infield signage that produced national television brand exposure worth hundreds of thousands of dollars on Sunday’s NASCAR race broadcast live on TNT.
How do you reach a younger, active audience that is glued to their smartphone screens without using a digital medium to reach them? And how do you best get and keep their attention long enough to make sure the message is effectively delivered?
Providence Place Mall “Takeover” successfully and cost efficiently reached our primary intended audience “where they hang out” when not at school or home…at the Mall food court near the movie theatres & Dave & Buster’s when they are most likely to be in a relaxed and receptive mood…with a literally “in your face” promotional and branding message that was impossible to ignore and powerful enough (when coupled with a Live appearances by local radio station personalities and giveaways) to convince our target audience to “watch” not only what we were showing them at the mall but the new programs CW28 also wanted them to watch on TV when they got home!
How can you reach a national audience of prospective customers at a greatly reduced cost and deliver qualified leads via phone calls to local dealers and visits to websites that could then be sent to local dealers?
PriMedia created a National Television lead generation campaign that reduced Re•Bath local market Cost Per Leads (CPL’s) via an ECHO Award winning campaign that placed Re•Bath ads in specific cherry picked national cable and broadcast TV programming (versus ROS spots on little watched cable networks) at discounted Direct Response rates, with daily trackable results and much higher back-end conversion rates in most markets.
How do you stand out in an overcrowded QSR (Quick Service Restaurant) category in the midst of the “breakfast wars” in New England facing deep-pocketed competitors with unlimited resources, more locations and who literally give coffee away?
PriMedia created the ‘Honey Dew List” to air before each Boston Celtics game broadcast throughout New England in which 2 time NBA Hall of Famer (as both a player and a coach) Tommy Heinsohn explains to viewers what the team needs to do that night in order to win. We also utilized strategically located digital bulletins within close proximity to locations to drive specific messaging at key times of the year as well as used sidebar placements in simulcasts of the areas’ #1 Morning Drive show “Toucher & Rich” on Comcast Sports Net New England.
How do you reach high income, older, active adults efficiently in the Boston market to generate top-of-mind awareness of Nova Scotia, Canada as a premiere vacation destination option without having them fast forward through your commercials?
A multi-pronged approach utilizing non-traditional sponsorship placements within sports programming: Sidebar placements in local simulcasts of the areas’ #1 Afternoon Drive sports show “Felger and Mazz”, Digital ads (called “gameflows”) during live telecasts of Boston Red Sox games on NESN across New England and live audio & video billboards & mentions in live sports news programming.
Drive sales during key holiday celebration times in Puerto Rico when current advertising plan is not working.
We reviewed, renegotiated and created new media plans for the island that included local Radio and Television. Whereas previous placements had not resulted in sales increases, after our involvement Carvel reported that locations saw increases in sales. There were even reports that some locations had run out of ice cream cakes, and that some had to close early because they ran out of ice cream!
What’s the best way to convince young parents and other family members to invest in the gift of education at a time when putting money aside for college is not that easy?
Reach families when they are together at family based events and reach them literally where they live, work and play.
