An Event Aimed To ‘Fascinate’
by Amy Phillips
The American Advertising Federation (AAF) welcomed Sally Hogshead, author of Fascinate and Radical Careering, as a guest speaker at the 2010 AAF Fourth District Annual Conference in Tampa on April 30th, 2010. As members of AAF Tampa Bay, we attended. The presentation and workshop following explored the subject of “fascination” and how it pertains to advertising messages that persuade and captivate.
Sally’s new book, Fascinate: Your 7 Triggers to Persuasion and Captivation
Although an awful lot has been written on the psychology of marketing and related subjects—Seth Godin’s Linchpin, the Heath brothers Made to Stick, as well as several by Malcolm Gladwell to name a few good ones—Sally’s personable, humorous approach and disarming openness stands out. In an industry dominated by men, it’s great to see a woman making her mark as a leader in the field.
Overall, the new book, Fascinate, gives a fresh perspective to the traditional AIDA formula by examining how attention, interest and desire take hold in today’s sensory overload of cluttered advertising messages. What she presents is really an in-depth extension of long-held and practiced beliefs about effective messaging. Connect with people in real, emotional and personal ways, and you will win them over (i.e. fascinate them).
Speaker and author, Sally Hogshead is a brand innovation consultant having worked with clients that include Nike, MINI Cooper, Aflac, Cole Haan, Target, Coca-Cola and Godiva. Her accomplishments and insights have been profiled by The New York Times, NBC, ABC, CBS and MSNBC. She’s been described by the press as “intrepid” and an “advertising mastermind.” A sought-after speaker, Sally leads keynotes for companies such as Starbucks and Microsoft, as well as innovation sessions around the world. She spent 2006 touring the country as a motivational speaker for CareerBuilder.com.
Is your online budget going to waste?
With limited ad budgets, relevant and targeted advertising becomes essential.
Geotargeting
Geographic and demographic targeting on the internet serves web ads based on location, age, sex, income, education level, etc. This allows any size company to target a message to a tighter geography surrounding its location. It can also allow a company with an erratic footprint or service area to focus on sending a message to specific areas/zip codes it services. This affords an advertiser the luxury of building some frequency of message to a specific target audience, delivering a better ROI. An important note to remember is that many people work at a different location than they live and the bulk of internet traffic happens during the work day.
Retargeting
Retargeting is a form of internet targeted advertising by which online advertising is delivered to consumers based on their prior internet actions which did not result in a sale or conversion.
Retargeting is based on where the user “was.” Ads then follow users to subsequent sites to reinforce message, bring a user back or make a new offer.
Example: Kathy recently visited the Walmart website. With retargeting, Walmart ads follow Kathy to increase her likelihood of purchasing from Walmart.
Most likely, a company has spent marketing dollars to get a customer to their site in the first place, so the term retargeting is derived from the concept of marketing to them again.
Some studies suggest that a company needs to have seven different “contacts” with a customer (on average) before they make a purchase. Retargeting allows a company to continue its marketing conversation with a customer after leaving the website.
For more details, contact Cheryl Erlenbach at 315-863-1621 or cheryl@peakbiety.com.
Gasparilla Festival of the Arts celebrates its 40th Anniversary
PeakBiety is proud to support the Raymond James Gasparilla Festival of the Arts, one of the nation’s premier fine art and craft festivals. The agency designed the official festival poster and T-shirts incorporating commissioned art by long-time participating festival artists, Larry and Sherry Paulsen of City Art Market.
Through PeakBiety’s creative direction, the art depicts the Festival at the Curtis Hixon Waterfront Park, downtown Tampa and incorporates such important Tampa landmarks as the Tampa Theatre, the new Glazer Children’s Museum and the new Tampa Museum of Art.
The juried show, awarding $75,000 in prize money, returned to its riverside roots on March 6th and 7th, 2010. The festival featured exceptional art from established and emerging artists, live musical entertainment and hands-on art activities for children. Perfect weather and the newly redesigned park location next to Tampa’s brand-spanking-new art museum helped make the show a tremendous success.
Is your online budget going to waste?
By Donette Arcos, Media Director
With limited ad budgets, relevant and targeted advertising becomes essential.
Geotargeting
Geographic and demographic targeting on the internet serves web ads based on location, age, sex, income, education level, etc. This allows any size company to target a message to a tighter geography surrounding its location. It can also allow a company with an erratic footprint or service area to focus on sending a message to specific areas/zip codes it services. This affords an advertiser the luxury of building some frequency of message to a specific target audience, delivering a better ROI. An important note to remember is that many people work at a different location than they live and the bulk of internet traffic happens during the work day.
Retargeting
Retargeting is a form of internet targeted advertising by which online advertising is delivered to consumers based on their prior internet actions which did not result in a sale or conversion.
Retargeting is based on where the user “was.” Ads then follow users to subsequent sites to reinforce message, bring a user back or make a new offer.
Example: Kathy recently visited the Walmart website. With retargeting, Walmart ads follow Kathy to increase her likelihood of purchasing from Walmart.
Most likely, a company has spent marketing dollars to get a customer to their site in the first place, so the term retargeting is derived from the concept of marketing to them again.
Some studies suggest that a company needs to have seven different “contacts” with a customer (on average) before they make a purchase. Retargeting allows a company to continue its marketing conversation with a customer after leaving the website.
For more details, contact Donette Arcos, Media Director, at info@peakbiety.com.
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