Archive: Jan 2014

30 seconds. 4 million dollars. Investing suicide or genius?

The world’s most watched sporting event returns again this Sunday, with 30 second spots costing upwards of 4 million dollars. An estimated 110 million viewers will tune in to watch the Denver Broncos take on the Seattle Seahawks at MetLife Stadium.

But is the high price tag really worth it?

For some, yes. The Super Bowl offers brands an opportunity to present their products to a captive audience that is actually interested in watching the commercials. It’s a prime opportunity to increase awareness for small brands and new product launches. Pistachios experienced a sales gain of 18% as a direct result of their “PSY” Super Bowl ad in 2013.

70% of American viewers pay attention to Super Bowl advertising.

According to a Venables Bell & Partners study, over half of viewers will rewatch ads, and 77% will share ads on Facebook. Take the 110 million viewers, multiply by the average number of friends and the percentage sharing ads on social media, and what do you get? 3.9 billion impressions. At $4 million per ad, that comes out to less than 1 cent per impression; however, this high-ticket investment is certainly not without risk.

Just as the opportunity for success is great, so is the potential for scrutiny.

Remember Groupon’s 2011 “Tibet” ad? The backlash and claims of racism caused Groupon to pull the campaign, which seemed to make light of oppression in Tibet while highlighting the luxuries of western culture.  While many ads leave something to be desired, not all tank.

Oreo, the widely acclaimed “winner” of the Super Bowl, proved how important it is for brands to leverage social media platforms and integrate them into their marketing efforts.  Their timely live tweet response to the blackout, “You can still dunk in the dark,” garnered over 15,000 retweets and was the talk of the advertising town for the rest of the year.

Creating buzz is no longer just about a great ad.

With the immense pressure to deliver in this sink or swim environment, brands must not only carefully plan and coordinate their advertising efforts but also integrate their messaging in other platforms to reach their audience in real-time. The immediacy with which Oreo reacted to the Super Bowl blackout put their brand front and center, engaging with the audience where they were plugged in – social media.

Are you in the 70% looking forward to Super Bowl ads? Do you have a favorite Super Bowl ad? Share your thoughts in the comments below!

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The Scoop

Finger lickin’ good!

Last week the TKA crew ventured to Alamo BBQ in Church Hill, and boy, was it delicious! Richmond is no stranger to good barbecue: Q Barbeque, Extra Billy’s, Famous Dave’s, Alamo BBQ and of course, Buz & Ned’s, which has garnered national recognition, appearing on both Food Network and the Travel Channel, to name a few. One need not wander far in Richmond to stumble across one of these gems.

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Authentic Texas-style barbecue joint Alamo BBQ is located in the heart of historic Church Hill. Like Buz and Ned’s, Alamo BBQ is no stranger to media recognition, ranking as one of the 10 best spots for ribs in the country by Fox News last year. Award-winning brisket, jalapeño mac and cheese and hickory smoked spare ribs are just a few of the mouth-watering items on the menu. If you’re feeling ravenous, give the Texas Philly a try: BBQ, grilled onions, jalapeños and peppers piled on an amoroso roll and topped with cheese sauce. Mmm good!

Don’t believe us? Just look at their reviews, or better yet, give it a try! Your stomach will thank us.

Alamo BBQ
2202 Jefferson Ave.
Richmond, VA 23223

'round RVA

Why text-heavy content is killing you

You know what they say. A picture is worth 1,000 words… and they’re right. But why?

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Visual content drives engagement. Just look at Pinterest. In 3 years, Pinterest has become the third-largest social network behind Facebook and Twitter, driving more revenue for retailers than either platform.

The demand for visual content continues to grow because it offers something written content does not — instant gratification.

70% off Americans have high-speed Internet in their homes, compared to just 33% eight years ago, and now there are more mobile internet devices than there are people in the world. Slow bandwidth is no longer an issue for streaming video content, making way for applications like Vine. Today, video streaming accounts for half of mobile data usage, and it is predicted that number will continue to increase.

The rise of image and video-centric sites like Pinterest and Vine is posing various challenges to brands, especially those looking to reach the elusive and fickle teenage market. This demographic grew up on AOL Instant Messenger, so it should come as no surprise that they expect instant gratification from their social media too.

If brands want to reach their target demographics, they will have to adjust their marketing accordingly.

A prime example of this is HBO. The premium cable network is now offering the two-part premier of their series ‘Girls’ on YouTube in an effort to reach their younger, more visual audience. HBO is also utilizing other visual platforms like Instagram, Tumblr, Snapchat and Vine to promote their series as well. By doing so, they are putting their product in the hands of their target audience, literally.

With the overload of information available out there today, it is becoming increasingly important for brands to put out visual content to remain relevant and engage with their audience.

Think about it. What are you more likely to interact with, an image or a paragraph of text?

How do you employ visual content to reach your customers? We want to know!

AD Vice

Zap!

The King Agency is proud to announce Lumenis as our newest client. With U.S. headquarters in San Jose, CA, Lumenis has been the global leader in medical lasers and light-based technology since 1966. The King Agency will help Lumenis with a complete redesign and repackaging of corporate sales materials, which are used by medical practices across North America. Products include the LightSheer, AcuPulse, UltraPulse, M22 and QXMax.

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TKA News

Retargeting/Remarketing

You can run, but you can’t hide. Retargeting/Remarketing is a web strategy that is used in conjunction with search engines and search engine optimization (SEO). Have you ever searched for something…and then the next thing you know you’re seeing banner ads for that product or service pop up on subsequent unrelated websites? That’s not just random timing or good fortune, that’s savvy Internet marketing.

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Google defines remarketing as a feature that lets you reach people who have previously visited your site and show them relevant ads as they navigate the web. Basically, you’re ensuring your message or product is repeatedly in front of the people most likely to make a purchase decision. This “targeting again” mentality is important since only two percent of visitors to your site will convert (complete an action) on their first visit.

For more information on this web marketing tactic, or to discuss any other service we provide, please give us a call. We’re happy to help!

AD Vice

We’re gonna need more oysters…

Stratford Hall, the birthplace of Robert E. Lee and a longtime agency client, welcomed the fall season with their 7th Annual Wine and Oyster Festival along with 12 Virginia wineries and seven local Virginia oyster producers. The King Agency helped promote the event with print ads, media placement, digital strategy and direct mail. So how’d we do? The 2012 attendance record was shattered by 92%! Over 4,700 tickets were sold for the two-day event.

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TKA News

Putting a digital face on compassion.

Nationally recognized Ellen Shaw de Paredes Institute is dedicated to breast imaging, breast cancer diagnosis, and physician fellowships and education. Headed by Dr. Ellen Shaw de Paredes, the Institute utilizes the most advanced technology available including 3-D mammography, breast MRI and breast ultrasound. Physicians from all over the world travel to work with Dr. Paredes to gain invaluable practical experience. The King Agency will complete a full redesign of their existing website. The website is due to launch in 2014.

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TKA News