Monthly: July 2014

Velocity News

An Intern’s Summer Experience | Velocity Agency | New Orleans, LA

Upon receiving the news that I would be spending my hot summer days in an advertising agency in New Orleans, my mind began racing what my first day at Velocity would be like. I have to admit I did my fair share of web stalking and even going as far to check out the clients that were scattered all around Velocity’s website. I was impressed but unsure of what the next few months would hold.

As an intern you aren’t exactly in a position to request a job in an office, however this company was smart enough to highlight the strengths of its employees (even down to the lowly interns) and after mentioning my journalism degree and interest in writing I was immediately suggested to write blogs for Velocity Agency and a few clients. This was exciting, but also very nerve racking due to the high intensity and fast-paced rate at which my co workers completed sometimes (what seemed to me) as impossible tasks. These people worked their tails off everyday and always took pride in finished products for multiple clients as if they were for their own personal company.

My love for the series Mad Men gave me preconceived notions that my new internship would be full of cigarette smoking creatives on one side of the building and bossy account managers on the other. However, during my time at Velocity I saw that even the creatives were business-minded, and the money managers were constantly thinking outside the box. I learned a little from every angle within the agency, from graphic design to SEO, and while working side-by-side yet in different departments they blended beautifully.

Although usually in great spirits, like every great business, things weren’t always peachy around here. Many times I would come in to work only to find my group frustrated with a client’s constant need to change a detail they spent countless hours on or upset with the way a project turned out. Usually these stressful moments were cooled down and fixed within the hour and the agency always seemed to pull-off practically anything that was asked of them.

My glimpse into the advertising world, thanks to Velocity, has been more than anything I could ask for. I had bosses who did nothing but encourage, co workers that genuinely had me excited to come to the office everyday and an agency that continues to do amazing work for their clients any chance they get.

 

-Kara Campbell

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

 

Market Information

Billboards the Prize in CBS’ Acquisition of Van Wagner

It seems that every week we hear news about leading tech companies undergoing mergers and acquisitions, whether it is Facebook buying WhatsApp or Apple taking over Beats Electronics. While tech M&A’s practically happen every day, the advertising world rarely sees as big a merger as what occurred on Monday when CBS Outdoor Americas acquired Van Wagner Communications for more than 1,000 billboard displays. Today, billboard ads are an excellent way to strengthen your brand. Learn more about billboard advertising and how you can expand your brand.

But what are these mergers really about? In the case of massive social media networks (or media companies in general) is all about eyeballs. The way most media companies generate revenue is through advertising, and to be successful they need the right balance between content and user base. CBS Outdoor Americas announced on Monday that it had reached an agreement to acquire Van Wagner Communications for $690 million in cash. This move comes only four months after the company was spun out of CBS in the networks attempt to increase viewership and promote in new markets. The deal will consist of more than 1,000 advertising billboard displays in 11 large US markets. The expense seems to capitalize on new market opportunities over the summer by promoting shows that will premiere in the Fall. You may remember Facebook bought out WhatsApp for the paltry sum of $19B back in February. While there was tons of criticism of CEO Mark Zuckerburg, the move was seen as a worthwhile strategic risk that would expand Facebook’s user base by more than 500 million people.  Although the CBS deal was nowhere near the scale of the WhatsApp buyout, the media company hopes to accomplish a similar goal: expand its consumer base to as wide an area as possible.

What does CBS hope to gain by plastering its programs all over?

Money (obviously), but in order to achieve revenue from ads they must drive a consumer to action. Most ordinary consumers doubt the effectiveness of billboards to do that. They tend to think that messages on billboard ads are just too short to be persuasive and that there are more effective, more measurable, ways to advertise. Let’s take a look at some stats that delve into this argument.

According to the 2009Arbitron National In-Car Study, “that 71 percent of Americans ‘often look at the messages on advertising billboards’.” Additionally, the study found that 56 percent of Americans reported talking about a funny billboard ad they saw while in the car at a later time. Consumers may argue that there is a big difference between noticing a billboard and deciding to purchase something as a result (they are completely right), but the study revealed information that is critically important to advertisers; 72 percent of viewers shop on their way home, 68 percent make shopping decisions in the car, and 32 percent reported that they visited a business or bought a product advertised on a billboard they saw within one week of seeing it.

People miss the mark when thinking about the benefits of advertising billboards. They aren’t plastered everywhere to persuade you to buy something, not overtly anyway. Instead, they strengthen brand recall and reinforce images. People might not look at ads for longer than a couple of seconds, but they do look. For companies like CBS that want their name and image everywhere (check out how much CBS owns), the opportunity to buy prime real estate billboards is something they can’t risk passing up.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

 

Market Information, Sports

World Cup Overview #RiskEverything | Velocity Agency | New Orleans

And it’s another goal! Watching a World Cup game is unlike any other. Every four years, the deafening roar of diehard fans rooting for their home team fills the stadium, and this year’s World Cup in Brazil does not disappoint. The World Cup is an exciting time for everyone, whether you are an avid soccer fan or not. It is unique in the sense that there are no boundaries universally and everyone comes together to cheer their country to the finals. Millions of viewers from around the world tune in everyday to watch their team play and along with the game, there’s another important factor to be seen; the advertisements.

Velocity Agency New Orleans Nike

The World Cup is a great opportunity for its sponsors and companies to reach out to a mass audience in fun, innovative ways. One of these companies whose new campaign has risen to the top is Nike. Nike recently came out with a new “Risk Everything” campaign for World Cup 2014 in Brazil and has been shared, liked, and tweeted so much that it is now the third most watched video on YouTube. Their ad video shows popular soccer players in battle with clones for the World Cup title in “the Last Game.” The scientist and the clones want to prove that riskless football is more effective, and they are successful until Ronaldo Fenomeno (one of the popular soccer players) proves them wrong. He gathers the original players and motivates them to “Risk Everything” to fight for the title.

Nike understands that the World Cup is not just about the soccer; it’s about being brave and risking everything for your goals. They recently released a statement saying, “There’s no greater risk than playing it safe.” This is as true in advertising as in sport. The main thing about the “Risk Everything” campaign is that it is a sentiment that goes beyond sport. Human emotion is sold in nearly all unforgettable World Cup campaigns. Coca-Cola sells happiness, McDonald’s sells fun, and Nike sells personal achievement. For four years, people wait to cheer on their country with unbelievable pride and joy. Every yard the ball is moved and every goal is celebrated with outstanding support.

As the clock ticks down, the fans and players both experience what Nike embodies of personal achievement; weather they win or not. This campaign is so universally accepted and resonates with people from all around the world because “Risk Everything” is understood without explanation. They took a concept relevant to everyone from around the world and made it charming to targeted audiences.

Campaigns like this one from Nike force the viewers to ask themselves questions about their own lives. Am I playing a safe and perfect game in my own life? What are the rules that make it safe to risk everything? What are the benefits to going past my own personal boundaries? What are the risks? What would I do for a Klondike bar? Taking more risks is something we can all do, whether it is in the World Cup, advertisements, or our daily lives.

Enough with playing it safe. #fearnothing

 

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

Market Information

#Pantene #SorryNotSorry | Velocity Agency | New Orleans

Pantene is sorry, they aren’t sorry.

Stepping forward with a sequel to last year’s “Shine Strong” campaign, the product line recently produced another attention-grabbing advertisement that leaves its target audience in a standing ovation.

In case you haven’t seen it, Pantene’s new commercial features a variety of women in multiple scenarios constantly apologizing for situations that should otherwise be void of a “I’m sorry.”

“I’m sorry, this is a stupid question..” a woman says to a group of male co-workers, and a whispered “sorry” as a woman hands a baby to a man as she cooks dinner, are just a few of the scenes shown in Pantene’s ad. It seems as though the commercial hits home for many women who want detachment from the needy and nagging stereotype often bestowed upon them.

However, Pantene’s marketing research team suggests this apologetic behavior actually has a reverse effect. Instead of allowing women to follow through with their desired intentions, they are subtly portrayed as weak and unfit for the task by asking forgiveness where it is unneeded.

“We used marketing research to look at what gender norms were holding women back and tried to tap into the most relevant and insightful area. This problem of saying sorry wasn’t just something women in the U.S. were facing, but globally,” Kevin Crociata, marketing director of Procter and Gamble North America, told AdWeek. “After the success of the first campaign ‘Shine Strong’ is something we’re committed to as a brand.”

Pantene’s “Shine Strong” campaign has been in progress since it launched at the end of 2013 with a commercial out of Pantene Philippines “Labels Against Women.” It was also the beginning of the Pantene Shine Strong Fund, the goal being to enable and educate women to overcome bias, in collaboration with the American Association of University Women, underwriting monetary grants and allowing access to influential leaders.

“Pantene’s commitment to raising awareness about unconscious bias and stereotypes is a perfect link with AAUW’s core mission,” said AAUW Executive Director and CEO Linda Hallman, CAE told MarketWatch. “We look forward to further exploring these important topics and seeing how our student members bring the conversations to life within campuses and communities across the country.”

While the ad received an overwhelming amount of positive feedback, there were, of course, some opposing views. Some viewers commented online that the commercial loses sight of goal, which is to sell hair products. Many of those commenting argued the campaign itself is sexist, claiming men do the same but aren’t targeted for the ad, and a few disagreed with Pantene stating there is nothing wrong with saying you’re sorry to be polite.

So what do you think of Pantene’s new advertising approach? Will this be breaking grounds for the brand’s image, or just another beauty line pushing women’s stigma barriers to generate sales?

For the time being, Pantene’s “Shine Strong” campaign will (at the least) promote a healthy self-image for the women it targets. It seems that companies are constantly making strides to blend the gender, race and sexuality boundaries more each day within their own form of advertising. Through research lead strategy, marketers appear determined to focus on the confidence and happiness of their consumers.

Sorry, we have to agree.

 

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