[ Social Media: The Slow Dime is Better Than the Fast Nickel ]

When we were coming up with the ideas for this e-newsletter’s content, Alena suggested I write something about the recent court ruling about political advertising. Suffice to say, I feel the court is wrong and we’ve just fell off a cliff (forget a slippery slope) where large interests and even foreign powers can pay to influence our most sacred national experience: the vote.

But there’s not much else for me to say on this. So I’d rather talk about social media (again).

In a recent meeting with a client, we were considering an all-out social media campaign. Questioning the longevity of social media, it was noted that Twitter is already “fading out” and that MySpace has all but disappeared. True. But just because Prism doesn’t exist anymore, does that mean that cable TV disappeared? No. (Does anyone remember Prism?)

Social media is a growing trend. The channels may come and go and specific modes may end up being only a fad, but the fact is that social media is an increasingly important mode of interaction. For us in the communications industry it is and will continue to be a more important tool.

75% of adults 18-24 and 54% of adults 25-34 have Facebook accounts. Are these important consumers with whom you would like to have an ongoing relationship? Of course. So how do you make it happen? Here are five easy steps.

1. Develop your own social media channels (i.e. a Facebook page, or a Twitter account).
2. Create a profile.
3. Invite staff and existing customers to join you. Invite everyone to join you through your advertising and other communications.
4. Expand your network by tapping into existing communities.
5. Assign someone (either internally or hire Gillespie Group) to develop and maintain content.

Simply setting up the social media channel is only the first step. The central idea behind all social media is that an authentic conversation is going on between and among individuals with shared experiences and/or common interests. Marketers who use Facebook to simply sell something won’t have much luck. The point is that you need to have a conversation that engages people. In so doing, marketers will build their brand and generate loyalty.

The process takes time and embodies the idea of going after the slow dime vs. the fast nickel. It’s easy to focus only on this week’s sales results. But there’s more money to be made long term. This is where social media will continue to make a difference.

[ Which is more of a household name, Comcast or Verizon? ]

I guess it depends on who you ask. But from an advertising standpoint, it eventually will not matter.

During 2007 and 2008 telecommunications giant Verizon became a player in the cable communications industry throughout the Philadelphia market place. Verizon took direct aim at Comcast with FiOS. Verizon initially partnered with Target Select / Via Media to help with local ad sales. However, in September 2009 the partnership dissolved and Philadelphia’s Comcast Spotlight inked an agreement with Verizon FiOS to become the local sales arm. Now, one would ask, “how can Comcast sell Verizon FiOS local ad inventory?” Well ad sales is one arm and Verizon FiOS Service is the another arm. Although they are competitors from a service standpoint, Comcast Spotlight has the local sales force intact, along with the relationships and technology to help take local Verizon FiOS (now known as the DelVal Zone) to the next level.

Currently ad insertions into the DelVal Zone can only take place region wide, which is a down side for small, local advertisers. Zoning integration was scheduled to take place this spring; beginning around April 1st. All of the DelVal households were going to be married to the corresponding Comcast household zones. So the DelVal zone would go away and advertisers would reap the benefits of both Comcast and Verizon households.

For the time being, however, this integration has been put off due to an operation issues. Until then, smaller, local advertisers are better served by advertising in one of Comcast’s existing systems. For many such advertisers, the DelVal system will present too much waste in order to be considered efficient. However, in a few short months, the Comcast Zones will be augmented with FiOS households.

Stay tuned…

[ Lots of Choices for Best Picture Oscar ]

The most anticipated ten minutes of the movie year are when the Oscar nominations are announced.

The little idea of an Academy of Motion Picture Arts and Sciences was born in January 1927, over dinner, at MGM studio chief Louis B. Mayer's Santa Monica beach house. The Oscar statuette is now probably the most recognized trophy in the world. The name Oscar is derived from the original Academy librarian who, upon seeing the trophy for the first time, remarked that it looked like her lovable uncle Oscar. The name took root and became official in 1939. And who doesn't love Oscar? Actually, a lot of people do not love Oscar. Just ask the parade of nominees through the years who have received multiple nominations and no Oscar win.

Let's face the fact that no one can agree on what makes a good movie. If you think that a broad consensus is necessary for a film to achieve an Oscar nomination, think again. The nominating process has a complexity that rivals the judging at the Olympic ice skating competition. The Academy has expanded the Best Picture category to ten films for the first time since 1943. This makes for an interesting stew and the potential for a dark horse winner.

There is an undeniable parallel between this year's "Avatar" nominations for Best Picture and Best Director for James Cameron and the 1998 Oscars when "Titanic" won Best Picture and Best Director for Cameron. "Titanic" received 14 nominations and 11 wins (both record-tying achievements.) "Avatar" has received nine nominations. In addition, "Avatar" has surpassed "Titanic" in both domestic and international box office to become the all-time champ. But, the Oscar winner is not always the pinnacle of filmmaking achievement. The truth is, more often than not, that the Academy members, voting as individuals but thinking as a group, award films that will bring honor to the Academy.

In recent years the box office bump for Best Picture contenders has been disappointing. An Oscar bid for Best Picture traditionally could boost a film's box office by 30% during the nomination period. Here are the nominees and their box office total:

Let's take a closer look at who will bring home the top prize and what criteria help determine the winner. Praise from the critics is important. If a film is well reviewed in New York and Los Angeles and wins some critic's awards, then the film will be a factor. Box office impact is a definable measuring tool. Rarely does a disappointment at the box office win the top prize. Strong acting performances are essential. Superior acting is a film's most identifiable mark of quality. Tackling an important theme instills relevance. This reinforces the popular opinion that Academy voters are drawn to films with social significance. Cachet of a heavyweight director attracts votes. Never underestimate the inclusion of names like Eastwood, Scorsese or Spielberg.

There have been major changes in every sector of our society in the past year. In changing times, Oscar sometimes takes comfort in the familiar. Look for the safe bet this Oscar season. So, now you have all of the information necessary to correctly pick this year's winner. Good luck.

Enter your Oscar predictions here for your chance to win a PrimoHoagies Gift Card or one of two pairs of Regal Cinema movie passes.

[ Outlook 2010 ]

First the numbers: The US ad business in 2009 was an estimated $117 billion. That’s a staggering 9% decline over 2008. By business segments, the hardest hit of course was also the largest single category - Automotive. It dropped over 23% from the previous year. Other categories from Wireless Telephone Service to Furniture fell 7-8%. And, for the first time, Internet ad spending did not grow.

There was a significant shift in where the reduced ad dollars were spent. Cable TV’s share grew 14%. Spanish-language cable TV grew a huge 32.3%. On the down side, local magazine spending lost 14%. The good news is that most of the decline for 2009 happened in the first three quarters. Q4 was only down 2% vs Q4 of ’08.

Now, the why we are here: A headline caught my eye the other day: “New Retail: Slash Your Way To Net Profit”. Although the article reviewed what some car dealers had to do last year as GM was issuing ultimatums, I thought the phrase could be applied to everyone who had few options but to cut until it hurt.

Moving forward, most economists have ordained that we have come to the end of the worst fiscal period since the Great Depression. The stock market is enjoying twice as many good days as bad. Ford and GM seem to be poised for impressive growth in the coming months. So far, Toyota has not fallen apart and they will most likely come through their crisis a bit tarnished, but standing. Both domestics have outstanding new products in production. Dealers with Ford and GM brands who have been able to continue to advertise during the past 18 months will surely see a great sales surge. Chrysler is a year and a half away from Fiat-based vehicles but dealers have been aggressively selling what they have. They have learned how to stay in business. Most will be around to sell the new European-like models.

Some experts have suggested a first place finish for Ford by the end of 2010. GM may fall to third, but they are not out. They have too much infrastructure - and too much new product in the pipe line. Additionally, they are willing to make the 100,000 mile promise to their customers. And, I’d bet they have a few other tricks in their battle plan. 2010 is shaping up as one of the most exciting years in recent history.

Many auto dealers, like other retailers, have slashed their way to net profit over the past 18 months. It had to be done. But now is not the time to try to “buy” market share. Now is the time to hold on to the lessons learned and focus on steady growth. Business is beginning to percolate. It is important to focus on spending wisely. The company that has a sound advertising plan with better creative and aggressive media buys will win the race.

I often tell clients to think of themselves as The Brand. An appliance dealer, with three locations at the Jersey shore, who sells GE and Sealy should not be the guy who sells a few known brands. He should be Johnson’s Appliances and Bedding. Many stores sell known brands. He is the destination. He makes the difference. My advice is to decide what makes you special and say it until everyone in your market knows it. It is your advertising. It should sell you.

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