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Posts Tagged ‘Re:think’

WATCH: Direct Mail Coated in Catnip = Cracked-Out Cats (and Hard-to-Ignore Campaign)

Finally, an agency has figured out how to get old-fashioned direct (snail) mail noticed–coat the flyer in drugs, of course!

Okay, it’s not actually as bad as it sounds; Vancouver agency Rethink lived up to its name by rethinking how to get cat owners to pay attention to a flyer advertising kitty litter (by coating it with catnip). While such “junk mail” might usually be tossed into the recycling bin without a second thought, it’s rather difficult to ignore or throw away a piece of paper that your cat has latched itself onto with purring, drooling, trembling gusto.

While we likely won’t be seeing a human equivalent anytime soon (as the feds would probably frown upon flyers coated in ecstasy), we must say this is one creative campaign that’s hard to ignore.

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Canadian Agency Can Print Its Own Awards, Thank You Very Much

We don’t generally report on firms winning awards, because it’s your job to brag. But we get how awesome it is to win stuff and we pay attention to those honored for doing great work.

That said, we think you’ll all agree that awards shows get to be a little ridiculous, and Canadian agency Rethink turned the whole self-congratulatory mess into a joke with the help of something close to our hearts here at Mediabistro: 3D printing. (Check out our upcoming events!)

Of course, Rethink created this spot to play at a local awards ceremony so everyone in attendance could laugh at themselves while still feeling all the jealousy and glamour and frivolity that comes with winning “the most awards in the world.”

So what we’re saying is: nice stunt, guys.

10 Trends in Marketing to Latinos

The Republican Party isn’t the only organization with a growing interest in the Hispanic market. Most companies have intensified their focus on this increasingly influential segment, ranging from early adopter brands to those now playing catch-up. The Advertising Research Foundation spotlighted this hot topic by hosting multiple Hispanic market panels at their Re:think conference this week in New York.

As Ramon Pineda, SVP and general manager at Univision said, “The U.S. Hispanic market is in our backyard and you don’t have to travel to sell it. There are no issues with tariffs, imports or other regulations” that one encounters overseas. He cited the following stats and trends:

1. Population growth: The U.S. Hispanic population has grown from 9.1 million in 1970 to 54.6 million now, increasing from less than 5% of the U.S. population to 17% in that timeframe.

2. More barometers now measure Hispanic influence: , Pineda said, “In order for the Hispanic market to be perceived as valuable we needed empirical data, otherwise it was as if we didn’t exist”. Hispanic spending power in the U.S. has increased from less than $500 billion in 2000 to $1.2 trillion in 2012.

3. Expansion beyond the usual cities: The biggest U.S. Hispanic markets are intuitive, namely Los Angeles, New York, Miami and parts of Texas and Arizona. Now other cities are also notable, including Seattle, Denver, Minneapolis, Raleigh and Detroit (the singer Rodriguez’s hometown). Suburbanization is also becoming more prevalent.

4. Not a homogenous market: Pineda cautioned that the U.S. Hispanic market isn’t one-dimensional. Latinos come from a variety of countries and income groups.

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Coca-Cola Says Social Media Buzz Does Not Boost Sales

Coca-Cola This week, a Coca-Cola representative made a statement that will create more than a few headaches in marketing, PR and advertising departments around the country. For all the talk of encouraging the conversation online, social media buzz does not appear to translate into short-term revenue gains (at least for Coke). Oh, and print ads are the most effective way for Coke to drive per-impression sales. Surprised?

It’s a very dramatic announcement coming from a company with more than 60 million Facebook fans. But don’t freak out just yet–and don’t start gently lowering clients’ expectations, either. According to AdAge, Coke’s senior manager of marketing strategy Eric Schmidt (no relation) warned his audience at the Advertising Research Foundation‘s Re:Think 2013 conference not to read too much into the bombshell headline.

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Biometrics, Social Media Among the Latest Research Trends

L to R: Ted McConnell, ARF; Lee Brown, Groupon; and Naveen Selvadurai, foursquare. Photo: Nancy Lazarus

Social media’s growing role in research was a visible theme throughout the ARF/Advertising Research Foundation’s Re:think conference in New York this week, from the topics of the keynote speakers and breakout sessions to the trade show exhibitors specialized in social media monitoring.

Another area generating buzz was biometrics, research that measures emotional responses driving behavior. Much discussion also focused on the size and use of social network databases. After the jump are the key takeaways.

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