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The weekly recap - June 30, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

9 Hilarious Out-of-Office Email Auto-Replies
As you prepare to leave for a long weekend or a week away, enjoy a quick laugh.

Celebrating 30 years of creative advertising: #5 Henry Ford Hospital.
From 1984-1990 Brogan & Partners ran a campaign that helped take Henry Ford Hospital to the next level and broke new ground for healthcare marketing.

Ad Age Survey: How Advertisers Are Spending on Facebook, Twitter and YouTube
More marketers plan to increase their budgets for Twitter than for Facebook.

CMOs Are Preparing for Digital to Grow to 75% of Marketing Budgets
Nearly half are worried about managing this digital shift.

How to Make Your Company Stand Out on Instagram
With Instagram engagement 58 times higher per follower than Facebook, your business should know how to stand out.

How to Make (or Break) a Service Brand
In a service based economy, a winning service brand is all you need for success.

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Celebrating 30 years of creative advertising: #5 Henry Ford Hospital.

Laurie Hix's picture

It’s hard to imagine that there was a time when hospital marketing did not include broadcast media. In 1984, one of our first clients was Henry Ford Hospital.  In repositioning their brand, we helped them be the first hospital in Michigan to use broadcast media. Henry Ford Hospital was a long-standing, well-known brand, but consumers had low awareness of all their facilities, specialties and capabilities. After extensive customer and physician research, we learned what female healthcare decision makers wanted when choosing a hospital and what physicians want when referring to a hospital.  In response to the research, the hospital reconfigured its main campus to a collection of specialties (i.e. Henry Ford Heart & Vascular Institute, Henry Ford Bone & Joint Institute, etc.) Henry Ford also built a series of suburban medical centers to attract patients in new emerging growth markets.

The creative was based around the themeline: “More specialists make us more than a hospital.” And the name was changed from Henry Ford Hospital to Henry Ford Hospital and Specialty Centers. We created TV spots to build high awareness and we developed a unique fixed spot media approach during the Channel 4 “Health Report” on Channel 7 Local Evening News. We also leveraged regional editions of national publications to increase regional awareness.

The campaign ran from 1984-1990 and increased clinic visits and new patient volumes every year and closed the gap between Henry Ford and the competition. Our early work with Henry Ford, may have broken new ground in healthcare marketing as the first Michigan hospital to advertise on television, but it set Brogan on an innovative path of healthcare marketing that would win both awards and build the bottom line over the last three decades.

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising. http://www.brogan.com/blog/celebrating-30-years-creative-advertising

 

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Celebrating 30 years of creative advertising: #4: WJLB.

Laura Pryor's picture

In the mid 80’s Brogan Kabot got a call from WJLB Radio general manager Verna Green.  She had created a new theme—Strong Songs --for this powerful urban-formatted music and talk station and wanted to incarnate it on TV and billboard.

Incarnate it we did! Our creative strategy was to use glam bodybuilders pumping to one the station’s signature songs.

The grueling task of interviewing men in Speedos for two days fell to Anna and Marcie. After many callbacks the three stars (including a gorgeously muscular young woman) were picked, oiled, and filmed. The spot was an immediate hit and ran for several years.  As one nostalgic YouTube commenter summed it up:  “Dude, this commercial was the bomb as an 80s kid.” 

Bumper stickers and billboards picked up on the theme, featuring a powerful flexing bicep tattooed with the WJLB-FM 98 logo and the headline, “Detroit’s Strongest Songs.”

During the run of the Strong Songs campaign, WJLB exploded in the ratings with its strong theme, strong management, and strong morning man John Mason.

Later, the agency recycled one of the TV commercial’s stars into a cover for Glenda Greenwald’s Michigan Woman magazine--the issue exploring how to market cars to women.

Do you remember Mason in the Morning and Strong Songs? What was your favorite Detroit station growing up? 

To see the rest of the 30 Best of Brogan, visit our original post in this series:  Celebrating 30 years of creative advertising.

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Let’s make “like a girl” a good thing.

Kaitlynn Knopp's picture

When I was younger, I was on a T-Ball team. I couldn’t run the fastest, hit the hardest, or throw the farthest, which, to the boys on my team only meant one thing. I played like a girl.

At a young age, you don’t always realize that playing “like a girl” is a bad thing… until you hear it enough. Suddenly, every time I couldn’t hit the ball into the outfield or throw the ball from right field to first base, I was reminded what a “girl” I was, and I ultimately realized it was an insult.

Yesterday, Always released a video empowering those who have been told they do something like a girl—turning the phrase into something positive, something to be proud of.

As an advertising agency that specializes in marketing to women, we support the message Always is trying to convey, and we admire their efforts. Here’s hoping that with enough people on board, we can rewrite the rules—making it universally known that “like a girl” is something great.

What are you proud to do like a girl?

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The weekly recap - June 23, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

8 Rookie Facebook Mistakes No One Should Still Be Making
Just because your business has a Page doesn’t mean that you’re using it right.

So You Launched a Blog – Now What?
How do you take your blog to the next level and sustain your blogging?

Marketing to Millennials: How to engage this important audience.
Trends are always changing, which means brands are constantly developing marketing strategies that are engaging and relevant to their audience.

Are Celebrity Endorsements Worth It?
Have you ever based a purchasing decision off of a celebrity because he or she endorsed it?

Facebook Engagement Among Brands Is Actually Up, Report Says
Socialbakers looked at 3 million of the largest brand Pages and found interactions have jumped 30% since January.
 

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Marketing to Millennials: How to engage this important audience.

Maila Kue's picture

Trends are always changing, which means brands are constantly developing marketing strategies that are engaging and relevant to their audience. And since Millennials are driving the trends today, it’s important to know how to market to this generation. They’ve been shaped by technology, social media, and the economic decline. These factors are vital in helping us better understand the values of Millennials and how this influences their role as consumers today.

There’s something to be said about a generation with an expected annual spending power of 2.45 trillion dollars by the year 2015. Millennials have shifted the approach of marketing. They are setting the standards of what is expected from society. It’s no longer the consumer who adapts to the brand. But rather, brands are challenged to adapt to the consumer. They are forced to change their marketing strategies in order to meet Millennials where they’re at – with proof that their brand have something worthy to offer. Perhaps this could explain why we are seeing changes to even the most traditional brands – like the look of Campbell’s homemade can of soup or the shape of your ordinary chapstick. It’s no doubt that brands are working hard to appeal to this generation. So if you’re looking for ways to market your brand to this complex generation, there are a few things you need to consider.

To learn more about marketing to Millennials, download our free whitepaper, “8 Rules of Marketing to Millennials.” What about this generation interests you the most?

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Are Celebrity Endorsements Worth It?

Jazmine Robinson's picture

It’s no secret. I’m a huge Beyoncé fan. Some may even call me obsessive-compulsive. Her influence is evident in the life-size poster that hangs in my living room, CDs in my bookshelves and assorted concert keepsakes. What’s not so obvious is her influence over other purchase decisions, made largely because of her association with them—a swimsuit from H&M, Pepsi and more.

Have you ever based a purchasing decision off of a celebrity because he or she endorsed it? Have you reserved a room from Priceline.com because of Kaley Cuoco and William Shatner? Purchased a Vitamin Water because Kevin Hart drinks it?

Brands have used celebrities to sell their products for years: Fabio and I Can’t Believe It’s Not Butter!, Mark Wahlberg and Calvin Klein Underwear; and we can’t forget, Billy Cosby and Jello Pudding. Today, big companies still shell out millions of dollars in celebrity endorsements each year.  

But is it really worth the money and the risk?

Less Celebrity. More Focus on Consumer.
In a recent survey conducted by WP Engine (“industrial-strength Word Press hosting platform”), 96 percent of participants said they don’t want to read celebrities blogging about products. The study revealed that consumers aren’t interested in a product simply because a celebrity is associated with it. Companies should instead spend more time focusing on how their product fulfills the consumer’s needs and wants.

Brand reputation can also be threatened when celebrity front-men go off script. Just like you and me, celebrities are human. They make mistakes, which can result in a negative impact on a brand. Think back to the infidelity scandal that Tiger Woods was involved in. Before the incident, he was one of the biggest celebrity endorsers in the world. Soon after the incident, companies like Accenture quickly terminated partnerships with him.

Mommy Bloggers Beat Celebrity Moms.
As an alternative to celebrity endorsements, businesses are swapping to prominent bloggers and vloggers for promotion instead. A 2001 survey conducted by BlogHer and Ketchum revealed that 20 percent of women are persuaded by a familiar blogger versus only 13 percent being persuaded by a celebrity endorsement. Take our client, HoneyBaked Ham for example. Instead of a celebrity endorsement, HoneyBaked Ham enlisted dozens of bloggers to help spread the word during the Easter season. Bloggers had the opportunity to try HoneyBaked products and post about it on their blog. Instead of forcing a connection between their product and a celebrity, popular bloggers were able to post honestly about their experience. The result? Consumer engagement that helps elevate brands, not celebrity status.

In a survey conducted by Nielsen inPowered, 900 people were asked what kind of information they seek when they make a purchase, from home appliances to insurance. Forty-six percent said they rely on expert advice and, as Media Bistro puts it, “fame does not make one an expert on anything other than being famous.”

Tell me about the outfit you purchased or a hair product you tested because of a celebrity endorser. I can’t be the only one!

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Oreo has inspired us, once again.

Kaitlynn Knopp's picture

Think about those ads that, as soon as you see them, make you think, “I wish I would’ve thought of that.”  Whether a brand has unveiled a brilliant logo design, a catchy theme line, awesome ad placement, a relatable Tweet or a feel-good video, these brands inspire us. They make us take a step back and think about how we could be more creative—how we could create those ads that everyone loves.

For me, that brand is Oreo. Every day, I find myself fascinated by something new that they’re doing, and today is no different. Today, I’m fascinated by their “Mel’s Mini Mini Mart” video—a rhyming story of how the Oreo Mini rose to fame. A story that could’ve went on untold… but what fun would that be?

Which brands inspire you?

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Celebrating 30 years of creative advertising: #3 Sanders.

Laurie Hix's picture

Growing up in Michigan, I have fond memories of going to Sanders for lunch with my Grandma and sharing an egg salad sandwich and a hot fudge cream puff sundae. We’d sit at the counter while the ladies in hair nets made our food right in front of us. It was like something out of a Norman Rockwell painting. But it was the 80’s.

To reignite and contemporize its image, Michigan-based Sanders hired Brogan Kabot as its ad agency for its restaurants and products. Our strategy was to focus on the warm, positive feelings Sanders evoked while adding humor to bring it in to the modern age. We created a pool of seven commercials, developed promotional and point-of-sale materials. Sanders sales exceeded projections during this time. The campaign won first place in the National Retail Awards Conference, and one of the spots below, featuring comedian, Tom Sharpe, won a prestigious Clio award. You could say that was the cherry on top of our hot fudge cream puff Sanders sundae.

 Are you fan of Sanders? We still are.

 To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - June 16, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

More than 300,000 People Enroll in the Healthy Michigan Plan.
Our client, the Michigan Department of Community Health has announced that more than 300,000 people who didn’t have health insurance on March 31 have enrolled in the new Healthy Michigan Plan.

Pinterest, a proven traffic driver, is now a customizable ad unit
Publishers looking beyond Facebook and Twitter for social media-driven audience growth are increasingly finding a compelling alternative in Pinterest.

 5 Free Content Tools to Enhance Your Social Media Marketing
Discover five free tools to help you present your content in new, engaging and interactive ways.

Only 38% of Marketers Can Separate Prospects From Existing Customers
The opportunity to collect more and more data is endless but CRM software will help businesses turn that data into actionable insight.

Digital Media Is Now Bigger Than National TV Advertising, Will Surpass Total TV by 2018
Though U.S. television advertising revenue have increased 8.3% in 2014, digital media advertising is surpassing national TV in size.

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More than 300,000 People Enroll in the Healthy Michigan Plan.

Katie Rehrauer's picture

I love my job. When I decided to go into advertising over a decade ago, I was a college freshman who thought it would be fun to hang out at a hip office, sip coffee and come up with catchy taglines. While that aspect of my job certainly is enjoyable, it’s days like today that make me want to scream from the rooftops, “I LOVE MY JOB.”

 

Our client, the Michigan Department of Community Health has announced  that more than 300,000 people who didn’t have health insurance on March 31 have enrolled in the new Healthy Michigan Plan. The plan, launched on April 1, provides low-cost health care benefits to people in Michigan. In the first year, our client set a goal to provide health care to 320,000 Michigan residents. In just 11 weeks, MDCH is at 90 percent of their goal.

Coming up with a catchy tagline is fun. Being part of a campaign that has helped hundreds of thousands of Michigan residents get health care coverage is career-affirming. 

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Mashable’s Madvertising: Smart Advertising in the Modern Era.

Ashley Harrell's picture

There are many different spins on the word advertising, from m-advertising to swagvertising, but my personal favorite is the Mashable-introduced, Adobe-sponsored Madvertising. Inspired by the hit TV series Mad Men, it means “smart marketing in the modern era” and follows iconic brands over time. 

Much has changed since the three-martini lunch marketing era… Mad Men has fearfully exposed the truths of the advertising industry and for this reason, its inspiration has leaked into the doors of modern ad agencies everywhere.  This is where the Madvertising topic comes into play. In the Madvertising series, Mashable talks to marketing executives from brands that were featured in Mad Men and discusses how their brand strategies and creative messaging have evolved since the “Draper Era”.

Source (http://bit.ly/1iLSCPL)

Madvertising quickly turned into my favorite Mashable topic because of the historic brand transformations and risks it reveals. The iconic brands featured include Jaguar, Rolex, Heineken, Gap, 3M, Hilton Hotels and more.  Each article discusses the innovative shifts brands have made to stay relevant to the shifting habits of consumers. Let’s be honest, advertising to Millennials and DIYers is almost incomparable to how Draper and his team reached Baby Boomers. These companies have seen it all, and their advertising campaigns have evolved through the growth of marketing and advertising.

So, why is Madvertising relevant for you? This series brings together the top brands and reveals how they are remaining relevant from 1960s to now. If you’re looking to keep up with the digital era trends, this topic is a must-follow. Here are the top five trends I picked out of the series, so far.

  1. Modern era marketing is smart, targeted, and data driven.
  2. Be true to your brand but don’t be afraid to change how or where you express it.
  3. Data is important but your message is more important.
  4. Advertise with your market, not to them.
  5. Get risky; you never know if your platform will become the next big thing.

What people are saying about #Madvertising (Source: Twitter)

Here at Brogan & Partners, we are committed to staying ahead of the curve of the modern trends. Our 30-year history has allowed us to take the chances and help our own clients see the rewards that the companies in the Madvertising series discuss. Stay tuned for our own historic portfolio and you’ll see what makes us “mad” over advertising.

**Check out this article  to see what New York Times said about Mad Men’s influence on the discussion of women in advertising.

 

 

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