Despite the 4th quarter chaos, looming deadlines and an inbox full of unread emails, I managed to slip away from my desk to attend The Eicoff Lunch Lab. I mean come on, a person's gotta eat, right?
Matt Cote, Eicoff's VP|Video Innovation, set the tone for his presentation with this thought:
When it comes to innovation, forget the multitude of reasons why something won’t work and believe the one reason why it will.
Innovation seems elusive and complicated, something beyond our control. Also risky, because of a fear of failing, and the fallout from that failure. Being successful requires change, but with change comes uncertainty. Let's face it, none of us are Steve Jobs, creating The Next Big Thing like the brand newest iPhone or what have you. How do we, mere mortals, make innovation happen?
Innovation, Cote explained, doesn’t have to be a big idea homerun like the iPhone. It's simply a question of looking at things differently. As in everything. All the time. It isn’t a department, but rather everyone working together with a common goal: to make the most of every new opportunity to our clients' advantage.
Innovation is at the core of any successful company. Who would have thought that a DRTV Advertising Agency would be finding ways to deliver measurable results via breakthrough technologies like interactive TV, online and mobile video, programmatic/addressable TV? How about a client-customized iChannel? A click-to-buy test on Smart TVs? And what's next?
The question to ask isn't why, but why not.
Lunch Lab is an ongoing series at Eicoff, one of North America's leading DRTV advertising agencies, with presentations and discussions about various topics, from DRTV best practices to what's going on in the advertising industry at large. It's a great way to keep up on the latest, learn something new, etc.
And there's pizza, so...
When a friend asked me what a Connected TV was I jokingly responded with the headline of this post. It was a joke, kind of. Welcome to the world of interactive television. A Connected TV (often referred to as a Smart TV) transforms a consumers’ main source of entertainment from a screen that simply displays content provided by a cable/satellite provider into something much more - an IP delivered TV experience.
Want to watch a YouTube clip? How about binge viewing of the latest Netflix hit? A live sports event not offered on a traditional channel? Or a hot web short series that someone at work mentioned? All of that and much more are at your fingertips with a Connected TV. Easy to see why 113 million consumers have become instant friends with a Connected TV. Netflix, Hulu, Crackle and a very long list of other content providers have quickly developed apps that bring all the content the consumer wants to the TV screen, in an easy to use format. Often for free.
Advertisers are always looking for better targeting ability, more flexibility in the ad units they can use and, most importantly, the ability to better measure their video efforts. The Connected TV advertising marketplace is poised to deliver on all of that. Want to only reach homes that have a HH income over $100K and who have been watching a lot of video content on home improvements? Want to serve an ad to consumers within 1 mile of your retail location? How about in that area with an interactive overlay displaying your actual store address? Want to know exactly how much of your ad was watched? All are very easy to do in the Connected TV environment. Whether it's through a Smart TV, an Over The Top Device like Roku, an internet-enabled cable TV package, or a game console like Xbox, Connected TV provides an incredible amount of information, targeting, and ad units that linear TV can not offer.
Surprising as it may seem, the friendship between Connected TV's and advertisers, well...it's complicated. As with all other emerging platforms, it takes time. Standards for ad insertion, full understanding of inventory and who controls it, as well as a pricing structure that makes sense, are all being worked through right now. But I suspect they will become BFF's in the near future. How could they not? One offers the other exactly what they have been looking for their entire life: an opportunity to combine the power of digital targeting/measurement with the power of the big screen in the living room.
Matt Cote is VP/Video Innovation at Eicoff, one of North America's largest DRTV agencies.
Eicoff Can Do Committee
You might think wearing jeans to work at an advertising agency would be no big deal. But when it's to benefit National Denim Day, it's a very big deal. Participants donate $5 or more in exchange for wearing jeans to work, and support one of the largest single day fund raisers in the fight against breast cancer. Being a performance driven agency, we like results: since its inception in 1996, Lee National Denim Day participants have raised more than $91MM for the fight against breast cancer. Not too shabby. #denimday #leejeans
And how about something to wear along with those jeans? Something like... a Big Pink Bra? Seriously. Eicoffers took a few minutes out of their lunch break to help Advocate Health raise cash (and a few eyebrows) by donating $1 to the ACS Making Strides Against Breast Cancer Walk every time anyone poses with The Bra and posts the photo on Twitter or Instagram. Well done. #SupportYourGirls
Another Doing Good event from Eicoff's Can Do team.
Celebrating Hispanic Heritage Month September 15 through October 15
With Hispanic Heritage Month in full swing, it's a good time to point out some facts on the Hispanic market and best practices to use when targeting this expanding, evolving market.
The Hispanic market continues to explode….
- As of 2013, Hispanics make up 17% of the U.S. population, totaling 54 million.
- More than half of the total population in California, Florida and Texas is Hispanic.
- In 22 states, Hispanics are the largest minority group.
- In 17 states, 20% of the public school kindergarten population is Hispanic, up from 8 states in 2000.
Targeting the Hispanic market through direct response television, or any other medium for that matter, should be considered culturally, not on language alone. But language is incredibly important for obvious reasons. The choice of language to use in a commercial and for media placements will largely depend on the target demographic of the audience – Millennials? First-generation? Second- or third-generation? Most Hispanics still prefer to speak Spanish in the home and consume their media that way as well, even if outside the home English is spoken more often.
Best practices for advertising to the Hispanic market:
Speak The Language
- Spanish-speaking/bilingual telemarketing agents are key. Hispanics will feel more at ease sharing their information and ordering. Live agents are more successful in conversion vs. IVR’s.
- Hispanics like ads 51% more if viewed in Spanish vs. English.
- Hiring Spanish-speaking talent to deliver the script resonates 30% better with Hispanics.
Embrace The Culture
- Cultural fluency is even more important than language. Take the time to understand who they are and what they represent: family, music, food, religion; media that reflects the roots, country of origin, community, values and aspirations.
- Hispanics are sustaining their culture rather than assimilating:
- 9 out of 10 Hispanic parents and parents-to-be want their children to be able to speak Spanish, even though they also want them to be fluent in English.
- There are more than 100 Hispanic-focused broadcast and cable networks today – proof the Hispanic culture is here to stay and continuing to grow.
- Hispanic adults say they want to be more Latino (31%) or bicultural (60%) than they are now, they like telling people from other cultures about Hispanics (75%), and they speak to their closest friend in Spanish (51%) or both English and Spanish (24%).
If you’re not considering a Hispanic component to your advertising, you're missing a big opportunity. There's never been a better time to tap into this vibrant culture and rapidly expanding market.
Get more interesting facts on the Hispanic audience here.
Beth Fritz is VP/Associate Media Group Director at Eicoff, one of North America's largest DRTV agencies.
Eicoff recently helped partner Quicken Loans with the Travel Channel to create a custom “30-Second Escape” to showcase the new Detroit and help rebuild the Motor City.
Check it out below!
By: Dana Dziekan
The weather outside might have been gloomy, but it was a sunny afternoon inside at Eicoff's “Can Do” Volunteer Corp’s Ice Cream Social benefitting Cardz for Kidz.
Armed with paper, markers, stickers, googly eyes, and lots of imagination, Eicoffers created handmade cards for hospitalized children to remind them they are truly special.
In the words of Delia Farrell, VP Management Supervisor, it was “the greatest work day ever!”
The ice cream slowly melted as everyone became absorbed with writing messages, drawing pictures and placing stickers, hoping to put a smile on a child’s face. In the end, our gallery was filled with 138 amazing cards displaying fun designs, jokes and encouragements. Special thanks to Eicoff's “Can Do” Volunteer Corp for making this event such a big success.
If you’d like to know more about Cardz for Kidz, check them out at cardzforkidz.org or visit their Facebook page.
No matter what the media channel, effective advertising begins with solid research and intelligent insight. Our long-time client Jelmar, the makers of CLR, recently commissioned a study to discover our dirtiest cleaning secrets. The findings are not only useful; they’re funny because they’re familiar to us all.
New CLR® Study Finds One-Third of Americans Consider Themselves "Cleaning Fanatics" and More than Half Find Cleaning Therapeutic
Obsessed with cleaning? If so, you are not alone. According to a new survey commissioned by CLR (www.jelmar.com), one-third of Americans consider themselves to be cleaning fanatics with the average American spending almost five hours a week cleaning and mothers with children under eight years old spending an average of nine hours a week cleaning. Additionally, more than half of Americans (52 percent) consider cleaning to be therapeutic.
The "CLR Cleaning Confessions" survey was conducted by TNS to examine the cleaning habits and pet peeves of U.S. adults as well as how the larger topic of cleanliness affects their behavior. Beginning with the flagship calcium, lime and rust remover (CLR) and expanding to include a Mold & Mildew remover and Stain Magnet stain remover, the CLR family of products has helped solve people's toughest cleaning problems for more than 20 years.
"Of course we love to hear that people enjoy cleaning, but I'm sure there are many things they would rather be doing than scrubbing their bathroom or kitchen," said Alison Gutterman, president of Jelmar. "We want to make the time people are spending cleaning as easy and effective as possible, so they are always ready for the unexpected guest, or have more time to spend with their family or even just spend more time treating themselves. This is why we continue to focus on making products that are easy to use and get the job done the first time."
Additional survey highlights include:
- Confessions of a Cleaning Fanatic: Half of parents with younger kids consider themselves cleaning fanatics and many Americans avoid socializing when homes are dirty.
- More than six in ten Americans (63 percent) are triggered to clean their homes when friends, family or significant others visit and over one-quarter (29 percent) of Americans have avoided having people over because their homes are too dirty.
- One-third of Americans (33 percent) have avoided visiting a friend or family member's home because it is too dirty.
- Bathrooms Considered "The Dirtiest": Americans consider the bathroom to be the dirtiest room in the home, but do not clean it as frequently as other rooms.
- One out of three Americans (35 percent) admit that their bathroom is the dirtiest room in their home, and one in five Americans (19 percent) only clean their bathrooms once a month.
- More than half of Americans (55 percent) consider a dirty bathroom to be one of their biggest pet peeves when visiting other people's homes. Strong odors, dirty dishes, overflowing garbage and clutter were other common pet peeves.
- Cleaning Trigger Points: When asked about what motivates them to clean, the majority of Americans said seeing dust and clutter gets them to get moving.
- Additional triggers motivating Americans to clean include: feeling sticky, dirty surfaces (64 percent), seeing stains or residue on surfaces (62 percent), smelling unpleasant odors (52 percent) and seeing mold or mildew on surfaces (39 percent).
- Outside the Home: Americans are also focused on cleanliness outside of their home. When asked about additional cleaning pet peeves:
- Half of Americans admit to flushing the toilet with their feet.
- Four out of ten Americans (42 percent) use paper towel to open public doors.
- Over one-quarter of Americans wipe down silverware at restaurants and surfaces in hotel rooms.
The CLR survey was conducted using the online omnibus services of TNS from May 29 – 31, 2014 among a nationally representative sample of 2,500 Americans 18 years of age or older (balanced to census). The margin of error for total Americans 18+ is ±1.9 percent. If the study were replicated, the findings would not vary by more than 1.9 percentage points in either direction 95 times out of 100.
ABOUT JELMAR, LLC:
JELMAR is a leading manufacturer of a broad range of household cleaning products, including CLR® and Tarn-X® brands of cleaners. Flagship CLR products include CLR Calcium, Lime and Rust Remover, CLR Bath & Kitchen Cleaner and CLR Septic Treatment and Drain Care. With its unique formula, the CLR brand gets the cleaning job done in virtually every area of the home. New products recently introduced include CLR Mold & Mildew Remover and CLR Stain Magnet, designed with the modern kitchen in mind. For more information visit http://www.jelmar.com.
Photo - http://photos.prnewswire.com/prnh/20140716/127805
SOURCE Jelmar, Inc.
This year’s Eicoff Summer Picnic was held just two days before the annual Chicago Air & Water Show. The timing couldn’t have been better. Over 350 Eicoff employees, families and vendors from the advertising sales community gathered on Navy Pier’s Rooftop Terrace for a sun-drenched afternoon full of food, drinks, games and the roar of the Blue Angels. Thanks to everyone who came out to celebrate summer with Eicoff. Check out the video for highlights.
All hands on deck – the event of the summer is just ahead! The 24th Annual Judd Goldman Adaptive Sailing Foundation, Independence Gala will be held at the Shedd Aquarium on Friday, August 1st. All proceeds support a learn-to-sail program for the physically disabled.
Peter Goldman, President of Chicago company Reed-Union Corporation, has partnered with Eicoff for over 40 years. Peter and his family founded the Judd Goldman Adaptive Sailing Foundation in 1990 in memory of his father, Justin “Judd” Goldman, and his love for sailing. The program has grown throughout the years, and today, the adaptive sailing program consists of 20 boats specifically designed for the physically disabled. Over 1,000 participants experience the joy and independence of sailing each year.
Stefan Holt, NBC 5 Chicago Today Show co-host, will be your Master of Ceremonies throughout the night’s festivities. Enjoy a cocktail hour with hors d’oeuvres, followed by a candlelight dinner. Throughout the night, participate in the Silent Auction and Raffle with exclusive prizes including, an exciting vacation to New Orleans, Puerto Vallarta, or London, England. One lucky winner will escape the Chicago winter with a holiday in the British Virgin Islands.
To buy tickets, make a contribution, or for information on volunteer opportunities, visit the JGASF website.
by Lauren Farris, Beth Fritz and Shelby Meadows
The Importance of Reaching the Fastest Growing Consumer Group in the Country
Forget football, it's futbol! The 2014 World Cup not only broke TV ratings records but also shattered social media records. With 35.6 million tweets during the Brazil vs. Germany semi-final match, it surpassed the number of Super Bowl 2014 tweets by a staggering 10 million.
For major brand advertisers, the World Cup following was no surprise. They have been targeting the lucrative Hispanic market since the 2010 U.S. Census revealed the changing landscape of the U.S. population. Today, it’s no secret that Hispanics comprise the fastest growing consumer group in the country. For those not in the know, the Hispanic population increased by 15.2 million between 2000 and 2010 and accounted for more than half of the total U.S. population increase of 27.3 million. Additionally, between 2000 and 2010, the Hispanic population grew by 43 percent, or four times the nation's 9.7 percent growth rate. And it doesn’t stop there….
However, what remains a surprise, and a very large one at that, is the number of direct response advertisers who do not invest in this powerhouse demographic. The Hispanic direct response marketplace is rapidly growing and is increasingly more responsive than the general market. Yet there remains a reluctance to dive in and implement strategies to reach this game-changing demo. Are you advertising to the one key demo that will grow your business more quickly than the competition may even believe possible? If not, the time to get into the game is NOW.