DOmedia - NEW WEBSITE

The world of alternative media is exploding - and the array of options to advertisers is what is driving it! Unfortunately, the industry is very fragemented meaning it is difficult to locate media companies that offer unique opportunities from market to market.

Enter DOmedia (http://www.domedia.com/) whose goal is to present - "alternative media. simplified" - meaning it is a tool to provide easy search capability. Media buyers will find the vast inventory very useful and well organized to assist their needs.

Account Managers and Creative staff will also find a new world of ideation potential because as new ideas come to market they can stay abreast of availabilities well beyond the normal media offerings.

It also offers up-and-coming, entrepreneurial media companies the exposure they need to launch and grow their business through visibility that will be gained via agency search queries. In fact, a property or business owner that has a location that offers unique and high visibility (such as a bar at Sundance or a rooftop next to JFK Airport) can actually list their "asset" for potential rental by advertisers searching for the "next cool thing!"

All and all, a great tool for advertisers, media companies, property owners and entrepreneurs!

Mobile Advertising Impact - Car Chase!

At Dynamic Media Group, we do a lot of mobile advertising and, as with any advertising concept, the success is dependent upon the creative. This is a great example of how mobile billboards can be relevant and break through the clutter.

Credit: http://www.frederiksamuel.com/blog/2008/06/dodge-challenger.html

Using Experiential Marketing: Seeing is Believing

Kim Gordon wrote an article for Entrepreneur.com about why experiential marketing is so effective. She included some great statistics about how consumers are much more likely to consider purchasing a product they've interacted with...

"After all, which would be more likely to influence your intention to buy something--reading about it in an ad or trying it out first hand? If you're like most people, personal experience shapes your opinions and buying preferences more strongly than information you get through advertising or even via word of mouth from friends or colleagues. In a 2005 Experiential Marketing Survey by Jack Morton Worldwide, nearly three-quarters of consumers said that participating in a live marketing experience would increase their "purchase consideration," and close to 60 percent said it would result in a quicker purchase."

"Nearly 80 percent of teens surveyed by Jack Morton said experiential marketing would increase their consideration of a purchase, and 60 percent of women said it would be more likely to lead them to actually purchase a product than would TV or the internet. What's more, 80 percent of Latino women indicated that participating in a live marketing event would make them more receptive to future advertising."

View the entire article here.

Marketing to the College Demo: Going Beyond Awareness

It isn't enough anymore to build a marketing campaign that just creates awareness. In fact, awareness is worthless if your competition goes beyond that.

The Internet has changed the way the college demographic shops and chooses brands. They want transparent communication vs. scripted communication. They want brands to engage them not educate them. They want dialogue not monologue. They want relevancy not interruption. The best brands (and maybe your competition) have created these expectations through engagement marketing.

Every brand should build "engagement" into their marketing objectives because engagement builds relationships and relationships are long-term assets! Consumers who feel like they have fully engaged you and understand your brand are more likely to embrace it. Engagement not only creates word of mouth potential but it also helps a brand bypass the "awareness" and "consideration" stages of the customer acquisition funnel and go directly to "brand preference." It could take hundreds of traditional impressions to build brand preference while a single engaging experience could accomplish the same thing in a matter of minutes.

How to engage the college demographic:

• Be relevant: Reach them where they hang out and can choose to interact with you on their terms
• Be interesting: Get creative about what you are doing. You'll score points for being unique.
• Be valuable: Demonstrate why you are valuable through the engagement and let consumers draw their own conclusions.

Mental Filters: Guaranteed to stop 90% of all advertising!

It’s no secret that consumers are over-exposed to advertising. From the tuned-out radio commercial to the skimmed newspaper ad, the average American is exposed to hundreds if not thousands of advertisements every single day. As a result, most consumers have developed a sixth sense: the ability to subconsciously identify something as advertising and tune it out (aka “mental filters”).

Fortunately, some advertising is better than others and the really good advertising will grab attention and be compelling enough to get past some mental filters delivering reach and frequency. However, reach and frequency isn’t always enough for an effective marketing campaign. Alternative advertising in addition to conventional advertising introduces two new dimensions that contribute to a successful campaign that bypasses mental filters: 1) Relevancy and 2) Depth of Experience.

1) Relevancy

Traditional advertising is about putting a message in front of the target customer the most cost-effective way possible. As alternative advertising has become common-place, many alternative advertising companies have adopted the same philosophy putting ads on napkins, pizza boxes, dry cleaner hangers, and the list goes on. Anything that puts an ad in front of a consumer has become fair game and is considered “alternative.” The problem with this approach to alternative advertising is that it is still susceptible to even the weakest of mental filters because it isn’t relevant. It doesn’t make sense to advertise a new car on a random cup of coffee. Unless of course the value proposition of the car is that it has plenty of cup holders! Then the channel (coffee cup) becomes relevant and makes sense to the consumer dramatically increasing impact. Always start with the message and then find a channel that compliments the message through unexpected relevancy.

2) Depth and Duration of Experience

Truly effective alternative advertising should REACH consumers in an unexpected way, SPARK their interest through relevancy and ENGAGE them on a personal level. Without engagement, there is no experience that makes the brand memorable. Whether it’s a series of interactive digital displays at an event or a branded VIP room at a concert venue, the experience is invaluable in complimenting any marketing program ensuring that those who interact with the brand do so in a meaningful way. In other words, alternative advertising is about quality not quantity.

Alternative Advertising as described above should play a role in any marketing plan. The opportunities to reach consumers in a relevant context that delivers a strong message and creates experiences are endless. Dynamic Media Group is intentionally “media independent” allowing us to create or find the right media for every message and constantly innovate within the alternative advertising space. For examples of our work or to request ideas, contact us at info@dynamicmg.com.

Sony Digital Projection Ads - Don't Walk Alone

We like this campaign because it reaches consumers where they are spending their time and the creative works very well with the projection to capture attention.

This concept can be applied virtually anywhere and is relatively easy to obtain approvals.



Projection Sony
by culturebuzz

Credit: http://www.adverblog.com/archives/003094.htm

Case Study: Lifestyle Communities - Brand Building

As a young brand in a market that happens to be the backyard of two publicly traded home builders, Lifestyle Communities came to DMG seeking creative ways to generate overall awareness and name recognition.

Solution

DMG explored many alternative advertising opportunities throughout Columbus looking for an idea that had massive reach but was also targeted enough to engage potential customers and create memorable brand interaction. DMG identified a unique strategic partnership with Promowest Productions and Lifestyle Communities to name the Lifestyle Communities Pavilion concert venue in downtown Columbus, OH.

In order to be effective the partnership had to reach, spark and engage the Lifestyle Communities target customer.

1) REACH – By naming the concert venue after the Lifestyle Communities brand, the partnership would generate millions of impressions each year through concert promotions and traditional media.

2) SPARK – By associating the Lifestyle Communities brand with fun, active, social experiences, the target market would, by default, associate the Lifestyle Communities brand with those characteristics effectively building upon the client’s positioning strategy.

3) ENGAGE – Through ticket promotions and in-venue events, the partnership would provide Lifestyle Communities with the ability to interact with thousands of concertgoers on a personal level every year.

Results

The Lifestyle Communities Pavilion played a significant role in increasing overall awareness of the Lifestyle Communities brand and helped solidify the brand position of being a developer of social, fun, active communities.