Category: Inspiration

20 Aug 2018
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3 Reasons to Try Radio Advertising in DFW

As I sat stuck in stop-start traffic on switch from 183 East to the Turnpike this morning, I was reminded of the power of advertising. Here I was, switching back and forth on my preset channels, looking for a morning rush talk show that I like. What was marked as a 20-minute commute on my phone was suddenly a 45-minute frustration.

Image result for dallas traffic

Now, I’m never really one to plan my meals; I tend to let my mood decide or just skip lunch all together. However, I was quickly persuaded to get a sandwich today, as Subway, a favorite of mine (that I completely forgot about for some reason), played a simple commercial while I stared at the tail lights in front of me.

This small act made me think—maybe there’s something to radio advertising that’s worth talking about. Perhaps this seemingly old-fashion, slightly intimidating medium isn’t so removed after all, and, in fact, could really benefit your business specially if your audience lives or works in Dallas / Fort Worth.

  • Your customers are always driving [and probably stuck in traffic]

Whether your target audience is C-level executives, college students or stay-at-home parents, they’ll spend some time driving. The INRIX 2017 Global Traffic Scorecard reports that Dallas drivers each spent an average of 54 hours of last year stuck in traffic (about 6%), ranking Dallas as one of the top 30 global cities that has high traffic congestion. As maddening as that is, it couldn’t feel more accurate. Does this mean that your customers listen to the AM/FM radio while in their car? With this fact alone, probably not, but you have already increased your reach out of shear probability.

  • DFW has a huge music scene that utilizes the radio

Between live music at restaurants or festivals and concerts at the American Airlines Center, it’s obvious that DFW is a place of music lovers. How does this help you? According to a 2017 Nielsen State of the Media Report, AM/FM radio reaches more Americans each week than any other platform (including phones and television). This means that, with a strong strategy that focuses on your target audience and their preference in music, you can create a planned approach to appeal to your local customers.

  • Your customers may need a medium changeup

If your print and video campaigns seem to fall short, it could be an issue with impact. While we work within the average attention span of eight seconds, it may be harder than you realize to make an impression. In 2017, the IE School of Human Sciences & Technology (via the American Marketing Association) conducted studies showing that “the average consumer is exposed to up to 10,000 brand messages a day.” What’s more, “consumers switch screens up to 21 times an hour.” That’s a lot of information to take in visually.

In this case, the Radio Advertising Bureau infers that radio can be used as additional medium to your regular channels, as a form of recency (or brand reminders). This small form of reinforcement can boost your reach and presence, so they’ll be reminded of you when they need your product or services. The concept is exactly how the Subway advertisement quietly persuaded me to have a sandwich for lunch today.

Where do you start?

Our team can help you identify who specifically are your customers and their needs. Once we know your advertising goals, we can strategize with you to make the most of your radio advertisements. Check out our services.

Photo credit: The Dallas Morning News

 


About the Author

amanda-lovewell-headshot

Amanda Lovewell is a copyeditor for bloomfield knoble. She works to keep the brand voice intact for us, and for our clients. She lives for any form of artistic expression, especially music. One day, she would love to travel creating short stories about her misadventures.

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Who is bloomfield knoble?

bk is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bk provides a one-to-one approach.

Call Eric Hirschhorn to learn more at (214) 254-3805, or eric@bloomweb.com.

28 Jun 2016

Can You Hear Me Now?

I saw an ad that made me do a double-take the other day.

Since I work at bloomfield knoble, a premier strategic marketing and advertising agency, I’m generally not prone to paying much attention to ads or being surprised by them, but this one caught me off guard. The ad was Paul Marcarelli pitching Sprint.

The name may not mean much to you, but the face should – Marcarelli was the long-time spokesperson for Verizon and known for the catch phrase, “Can you hear me now?” I’ll be honest – the ad isn’t that great creatively, but it caught my attention because I was stunned that Verizon had let Marcarelli’s non-compete expire. I know Verizon has long since moved on from the “Can you hear me now?” slogan, but letting something go isn’t the same as letting some one take it.

It’s always a challenge identifying a face with a brand – be it celebrity or recurring spokesperson. The inherent upside is that the brand literally has a face, name and personality that immediately projects an image of a living, breathing, credible person, as opposed to a faceless corporate entity. The downside is that individuals are not as stable or as easily controllable as corporate entities. Even imaginary characters that represent the brand can create issues. Consider the image of Betty Crocker and how it has evolved over time. A portrait of Betty Crocker was first introduced in the 1930s. Since then, Betty’s image has been refined to reflect the changing image of women. Other companies use real people, a celebrity, to represent a brand. The inherent downside to using real people is that when the celebrity encounters personal problems or scandals, the brand may suffer too. The company cannot simply redraw the celebrity’s face – they must convince the public that the celebrity’s current problems do not reflect on the brand itself. Looking at you, Jared from Subway.

Thus, brands, in some cases, can be golden straightjackets. They are “golden” because they build product knowledge and profits, but they can also be “straightjackets” (limiting or restrictive) because to be valuable they must be narrowly defined. As an agency, it’s our job at bloomfield knoble to carefully evaluate the associations clients are trying to attach to their brand and consider both the upside and the potential downside with the brand elements. One of the fundamental principles of using a brand element is making sure that it is “protectable” in both a legal and competitive sense. Clearly, Verizon (or their agency) had a 5-year agreement in place, but once that expired Marcarelli was fair game.

The question to me isn’t the effectiveness of the ad, but more about the steps that agencies should take to protect any brand element they use. It’s fine to let “Can you hear me now?” expire, but don’t let Sprint take it. Just enough people will remember it and do the same thing I did – pay attention to the ad. I can’t imagine that Flo will be allowed to do an Allstate commercial anytime soon. In fact, it wouldn’t surprise me if a bunch of agencies are pulling out old talent contracts and hoping to avoid something like this.

In any event, the simple truth is that I stopped to watch the ad, and in an era when consumers are inundated with a ton of messages, any action that creates pause and engagement is a win, so well done Sprint.


 About The Author

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A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
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Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

15 Feb 2016

True Artificial Intelligence Closer to Reality

I, for one, welcome our new computer overlord.

I’ve seen enough movies to know that an Artificial Intelligence will rule the planet some day. While these usually end up going pretty poorly for humans (The Matrix, Terminator), I’m hoping that a pro-AI article (most likely being read by the AI) will allow me a position in the new world order. Perhaps bloomfield knoble can be the agency promoting the excellence and benevolence of our wise, yet still humble, AI ruler?

Why the sudden shift on the AI spectrum? It’s because the evil geniuses at Google DeepMind, along with equally evil geniuses at the Montreal Institute for Learning Algorithms (MILA) at the University of Montreal, have created a machine that beat the European champion at the ancient game of Go and mastered several video games from the Atari 2600. While that may not seem a huge deal (I mean, really, Space Invaders wasn’t that challenging – I totally mastered it after 3 years of constant play), the face that the team just created an artificial intelligence that can navigate 3D mazes (think Doom) is.

According to a recently published article, the team proposes “a conceptually simple and lightweight framework for deep reinforcement learning that uses asynchronous gradient descent for optimization of deep neural network controllers. The best performing method, an asynchronous variant of actor-critic . . . succeeds on a wide variety of continuous motor control problems as well as on a new task involving finding rewards in random 3D mazes using a visual input.” In plain language, they just invented a machine that can play a game by looking at the screen. This really should be written like, JUST BY LOOKING AT THE SCREEN!

From a science perspective, this is a big deal because it was generally believed that the combination of simple online reinforcement learning algorithms with deep neural networks was fundamentally unstable. Most research in this area focused on the idea that the sequence of observed data encountered by an online reinforcement learning agent is non-stationary and online reinforcement learning updates are strongly correlated. By storing the agent’s data in an experience replay memory, the data can be batched or randomly sampled from different time-steps. Aggregating over memory in this way reduces non-stationarity and decor relates updates, but at the same time limits the methods to off-policy refinfocement learning algorithms. The authors instead present a very different paradigm for deep reinforcement learning. Instead of experience replay, they asynchronously execute multiple agents in parallel, on multiple instances of the environment. This parallelism also decor relates the agents’ data into a more stationary process, since at given time-step the parallel agents will be experiencing a variety of different states. This simple idea enables a much larger spectrum on fundamental on-policy reinforcement learning algorithms to be applied robustly and effectively using deep neural networks.

From a still-kind-of-science-but-what-does-that-mean-to-me perspective, this is a big deal because the results show that stable training of neural networks through reinforcement learning is possible with both value-based and policy-based methods, off-policy as well as on-policy methods, and in discrete as well as continuous domains. The experiments tested for the paper were just to show the proof of their concept. By combining other existing reinforcement learning methods or recent advances in deep reinforcements learning with asynchronous framework presents many possibilities for immediate improvements to the methods they presented. Basically, the team just made AI go from a pre-teen to a teenager and gave the blueprint for how it can head off to college to grow into a gracious and generous AI ruler who remembers, and rewards, the people that spoke positively about it during it’s awkward stages of puberty.

PS – In analyzing the data results in the paper, several data points were measured against a human (how well the human scored vs. the machine plotted over time) and it occurred to me that someone’s job at Google DeepMind is to play Atari 2600 video games for many, many hours on end. This really should be written like, GETS TO PLAY VIDEO GAMES. On the incredibly off-chance that anyone at Google DeepMind reads this, please keep me in mind for future reinforcement learning projects that involve humans playing video games. I assure you that I will put in as many hours as necessary to help you in the name of science. Thank you.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.