6 Questions For Potential Targeting Providers

When selecting a BT provider, or a vendor who provides a similar service but calls it something different because they remember from business school that points of differentiation are key to success, there are several factors to consider. Here are six questions that can help you drive the most out of your spend:

1. What is the reach of the BT solution, in uniques as well as in estimated consumer "touchpoints"?
2. What are the relevant behavioral categories for my brand? Does the vendor have success in my vertical?
3. What kinds of data does the vendor use in its BT model?
4. Does the model customize to my brand over time?
5. What about reporting?
6. What are the entry costs?

Do you want the answers? Me too…Jim Nichols has them HERE.

iTunes App Store Is A Branding Feast

Millions of downloads a day. Exciting and engaging applications. Loyal yet still growing customer base. $30 million.

If those highlights don’t get brands excited about the iTunes App store, then I must be in the wrong business. For me, I see the App store as an easy, creative, and relatively inexpensive way for brands looking to connect with consumers. Alongside other growing mobile opportunities, the mobile advertising platform is turning into a veritable shooting gallery for brands.



A bit of history for those like me who have a need to understand things that challenge us….My understanding is that iPhone apps are built and coded with Object C, a relatively simple language for developers to use based on the iPhone Software Developers Kit. Object C has a long running history with Apple, dating back to the 1980s, which explains some theories that this type of application development has been in the works for much longer than most folks realized. Creators Brad Cox and Tome Love developed the language at their company Stepstone, and then licensed it to NeXT. NeXT is the company Steve Jobs started after his initial resignation from Apple, and developed both workstations and operating systems during personal computer infancy. Apple then went on to acquire NeXT in 1996.

Back to branding in an application… A one to one environment with your consumer, a high level of attentiveness in that environment, and an exploding marketplace where just about anything can pick up traction. If you don’t believe me about the traction, go to the iTunes App store, and search for “Wooo.” Bottom line, this is an exploding platform that should be taken advantage of. Anyone want to know how? Let me know….

Guido Beach - It Does Exist!

Here’s just something to brighten your day. No real explanation possible…just hilarious.

Intrusive Ads: A Necessary Evil

Jim Nichols has provided the world with another insightful analysis on the marketing world, specifically targeting the acceptable level of intrusion when it comes to advertising. iMedia Connection was smart enough to host this gem.

A bit of a taste of what’s to come:

There are also some marketers out there who feel it is our ethical responsibility not to intrude. I say hooey. We are paying for the web. Consumers have demonstrated that they won't crack open their wallets to pay for it directly. And in this world, you don't get something for nothing.

Click here to read the whole article, Intrusive Ads: A Necessary Evil.

Interesting Demographics Argument Spawned From Digital Hollywood

I spent yesterday down in San Jose, mingling with burgeoning start ups and venture capitalists, at Digital Hollywood’s Building Blocks event. The opening day of the three day affair was littered with top notch speakers and panelists. A great mix of backgrounds graced the stages of the different presentation rooms, including agency minds, entrepreneurs, portal giants, and VC partners. As with any event, most panelists stayed clear of throwing big punches, and there weren’t many earth shattering moments, but I did walk away with a few interesting insights.

In an event that touched on most things emerging, with a track session every hour devoted to mobile or social media or video, I heard an interesting argument for the proliferation of young consumers in these spaces. There was a discussion taking place on how to target consumers demographically and contextually in digital and emerging spaces, and Mark Walsh of Genius Rocket cited an interesting analogy. When arguing in support of why older consumers would not adopt media in emerging outlets, he referenced the Stockholm Syndrome, which says that a captive, if held long enough, develops certain loyalties toward their captor. Walsh likened this to the media consumption choices of older demographics. For example, the baby boomer crowd has always had three television networks to watch from, and have come to choose media based on when and where the network says it will be distributed. Meanwhile, younger generations are overloaded with choices for consumption, and we choose to accept it where, when, and how we choose.

While not totally ground breaking in its simplest form, I found the analogy quite perceptive, and it can definitely be considered when crossing certain demographics with certain media outlets.

Sneakers Go Guerilla In NYC

I was lucky enough to spend some time in the Big Apple recently and it revitalized my personal love for New York City… a sneaker store on every block! I love my sneakers and I love the community, but most importantly, I love the way the sneaker community markets itself in NYC.

Despite the fact that you can walk through SOHO and stumble upon 6 shoe stores per block, most of them reek of this ego and arrogance that has begun to plague the sneaker community. I’m all for niche marketplaces and a sense of pride when it comes to a sometimes taboo desire, but a large part of the sneaker community has become so obsessed with holding their space from popular culture, that they fight off anyone who isn’t “one of their own.”

However, certain stores and clans of ‘heads are still doing it right, and they are putting their names out in all the right ways. Normally I’d like to say I sniffed out a hot sneaker spot with my sixth sense, but I first found Classic Kicks first through a postcard style piece in a music shop uptown; postcard ad, check. Then as I worked my way through hipster spots in the east village and then SOHO, I then saw a 2x4 foot plastered between hundreds of movie ads; postered walls, check. As I got hot on the trail of this shoe spot, I got final word from a local who clearly knew what I was thinking for. A gentleman sitting outside a café drinking espresso (uber hip) saw me window shopping next to his seat. He stopped me and told me I’d be interested in a store one block over. When asked why he stopped me, he said a noticed my shoes, (Nike Dunk Lows Dirty Denim). So, word- of- mouth; check.

Finally I stumbled into Classic Kicks and there I was, sneaker heaven. The fresh smell of canvas, patent leather, and nubuck was in the air. Classic Kicks blends the clean- cut, Japanese anime, Technicolor look with New York urban soul, and quickly carved out a soft spot in my heart. Made its way into my top list of spots in this country’s major markets. I walked away with a fresh pair of Fila first editions, and I’m happy to report that guerilla style, street marketing is alive and well in the Big Apple.