brandcentric blog

This is a great presentation on digital promotions and the role they play in the marketing mix for CPG brands.  The key takeaways here that I have also observed from own experience include:

1. Now more than ever, consumers are responsive to online promotions.  All the data I have seen supports this reality.

2. Integration, integration, integration — into the broader media plan, into mobile, via social media, onto packaging.  The digital promotion carries the conversation beyond the initial dialog.

3. Online promotions can be messy and wrought with legal complications.  Hire a good promotion attorney to keep you out of hot water.

Thanks to Team Digital for posting this to SlideShare.

I love this story: Two unemployed brothers with no formal advertising experience outwit Madison Avenue for the top ranked Super Bowl ad honors.  According to the USA Today’s Ad Meter program, the “Free Doritos” spot produced by Joe and Dave Herbert for the Frito Lay ad contest scored an 8.46, beating agencies representing Anheuser Busch, PepsiCo, Coca Cola, Kellogg’s and Taco Bell.  Who said consumer generated media couldn’t be taken seriously?

And on a related note, even during this recessionary environment Superbowl ad spending continues to defy all logic.  This year we saw record $6MM per minute ($100k/second) rates, among the 28 represented advertisers.  While those are some mighty big numbers, I’m fairly certain Frito Lay isn’t complaining about this year’s media spend.