Reflections From Industry Insiders

Newton’s Media Fix, gives you access to the best minds of leaders in the Media industry. The Fix includes helpful advice on best practices from key service providers in our industry. Our goal is to help you be more successful with all aspects of your Media Campaigns. Therefore, you will discover invaluable insights that are short and sweet; each edition will feature a few bite-sized concepts well worth about two minutes of your reading time.

A Season of Thanks

November 18, 2011 • Newton Media

As a family here at Newton Media, we recognize the blessing we have in our valued clients, partners and colleagues. We are truly thankful for the role each of you plays in our company. We have the privilege of working with an exceptional group of people who are working to make a difference in the world.

We consider it a joy to serve you and to be a part of what you are accomplishing. You can be confident that Newton Media is not just your media partner, but also praying for you along the way, invested in the success of all your endeavors.

We are thankful for you, and we are cheering you on as we enter another season together.

Wishing you all the best and a Happy Thanksgiving,

The Newton Media Family

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The Chicken Little Syndrome – The Sky is Falling!

November 18, 2011 • DPC&S Inc. > Doug Preudhomme

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First there was the story that our donors are all dying:

  • That led to a lot of wasted effort trying to get ‘younger donors’ involved. The facts are that younger people are in a different phase of life and are preoccupied with education, family, pleasure etc.  and it’s TOUGH to get them focused on the needs of others.
    • Don’t misunderstand me. I’m not saying ALL efforts to involve younger people are wasted. Some minority of such a large demographic group WILL respond.
    • But the Chicken Little followers failed to realize that as the older donors die off, they are being replaced by a new group of older people who amazingly enough behave in a very similar manner to ones who graduated on to heaven…

Then there was the story that direct mail is all done:

  • Postage rates HAVE increased – and will do so again.
  • Printing and mailing IS expensive
  • Yes, some people prefer to respond via email or directly to a website

But for our clients, direct mail continues to be a cost-effective way to raise funds. And what might be even more surprising to some is that direct mail prospecting continues to be a cost-effective way to reach new donors. Sure, it’s tougher than 20 years ago – but if it was easy, everyone would be doing it!

Then we heard that conventional TV media placement was going away and it would all be replaced by IPTV of one sort or another. In fact, one of our clients received a serious proposal from a media ‘professional’ to stop all broadcasting and replace it with streaming video over the web.   

  • As it happened, that particular client used TV mainly to prospect for new donors, but the IPTV proposal received made NO provision for any type of marketing effort to drive people to the on-line video. How could that possibly work? Would potential donors somehow stumble across the site carrying the on-line video , when there are over 250 MILLION website sites  at the moment?
  • Have viewing habits changed? SURE… But is prudent informed media placement still a vital part of the growth plans for most growing ministries – YES !!

So would Chicken Little and his friends please take a few days off?  PLEASE !!

Sure – we are living in a changing world. Sure, there are new and exciting ways to communicate our message. Everyone thought when TV came on the scene that Radio was going to die and go away; when the Web came on the scene it was going to gobble up TV and TV was going to go away. Neither theories has proven to be true. Projections of doom are often overly-pessimistic and sometimes can cause very unwise reactions or, even worse, sudden over-reactions.

Let’s test ALL the new tools at our disposal: IPTV, Mobile, social medias, etc.  and yes, let’s  even continue efforts to get younger people involved. But until we see proven results from the new, let’s not count out the old. 

A concluding sober inner-thought:

  • Perhaps it’s just ME that’s old. 
  • Perhaps all of this would look different if I was 40 again….
    • But then I remind myself innovation often comes from the young
    • But most of the time, “wisdom is housed in the old”…  (at least, that’s what my Dad told me!)

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TV’s New Wave

November 18, 2011 • Newton Media > Harry Weimar

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The ERA’s (Electronic Retail Association’s) Premier General Session, “The Future of TV,” at its recent Las Vegas Conference outlined a new, fascinatingly colorful and diverse digital media landscape. The vast quantity and quality of program and video content on HDTV has caused Aaron McNally, Head of Sales for Google TV Ads, to herald a second “Golden Age of TV.”  Media experts concur ad-supported premium content of “Linear” TV is here to stay! 

Paul Crouch Jr. aptly noted we live in a digital world now where “people can watch what they want, when and where they want to watch it.”  The technological tsunami of this young century with the addition of the smart phone, the Ipad/ androids/ tablets, Internet TV, online video via YouTube and “viral” viewing, VOD (video on demand), social media via Facebook and Twitter comprises the spokes of a new, synergistic wheel with TV as its hub. Nielsen reports six hours or 17% of the average 36 hours per week the average person spends watching TV is now done through separate online vehicles.  

DVR’s (Digital Video Recorders) have lead to 40% time-shifting by viewers with the same percentage also co-viewing TV while connected to their PC, mobile phone, laptop or tablet.  30 million tablets sold to date have given rise to the ”The 2nd TV Screen.” Program codes and “audio fingerprints” embedded in both TV and online devices enable them to actually “talk to each other.”  This affords opportunities for programmers and marketers to engage viewers in a targeted, customized, even personal way.  The new advertising is being described as “less talking at you” and more “having a conversation,” as people seek to fulfill a common desire to relate and communicate.  As such, a stronger loyalty develops with particular genres and programs with consumers and partners who are less apt to surf and change channels as they multitask two often relational screens.  One watching CBS’ “Survivor,” for example, can receive surplus corollary or background content on their mobile devices.  “Click-to-Buy” commerce has also heightened availability with real time analytics.

New breakthroughs will continue to enhance this new interaction.  The convergence of the Web with TV indeed is seen as a major game-changer.  We live in an exciting era, wherein media options increase, media usage becomes comprehensively integrated into a whole life experience. Certainly there’s much to consider as we continue to navigate, prepare and adapt.

To be continued…

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Where’s the Best Place to Buy Media?

August 12, 2011 • Newton Media > Steve Newton

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Where is the Best Place to Buy Media?  It’s a question that I get a lot from various product marketers or faith based organizations desiring better understand how to gain wider exposure and effective response. It’s not always a simple or easy answer, put another way, it all depends!

One factor depends on your specific campaign goals and objectives.  Are you looking to achieve a positive ROI on your media investment? Is it a campaign designed to achieve Lead Generation or is a spot campaign created as a branding tool or awareness campaign with some type of back end development program attached to it? Goals and objectives will help determine a strategic media plan and help save budget. A media buy designed to be effective in both the testing phase and roll out of any campaign.

For targeting specific demographic profiles, we look at each network or media outlet accordingly to see if those target demos match up more effectively than do others.  Does the media outlet skew older or younger? More Women or Men? Does it truly fit our target demographics? To profile your best target demo you can use a geo-demographic solution to gain valuable insight into demo and psychographic characteristics which will allow for pinpoint targeting.

Another important factor is to consider where your target demo is most likely watch or listening to certain programs, dayparts or channels. If it’s a longform (30 min program) campaign, consider adjacencies to shows who might match your target demo that would be good candidates to consider.

Competitive analysis is also a good tool to factor into the decision.  When you find certain programs are airing and re-airing on a regular basis in the same programming on same networks, then consider buying around those programming areas or dayparts. If it’s working for the competitor, it may work for you.

Sometimes the question, “Where’s the best place to buy media?” can also mean “Where is the biggest bang for my buck?” Again, this all depends on predetermined ROI goals and campaign objectives. For example, an often overlooked area of opportunity when considering certain product categories for men is late night or even overnight buys.  They can be the most cost effective and best return areas to place the media. Rates are usually cheaper and inventory is more flexible.

The real answer to this question is “do your homework to find out.”  There is no one-size fits-all media outlet.  Each program and campaign has unique elements to it and in order to find your best media fit, it takes a lot of experience and research.

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Accelerate Your Expansion

August 12, 2011 • Newton Media > Tom Noon

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Need a sure fire, never fail way to get new customers/ clients/ donors in the door?

 

Regardless of what anyone promises you, there just isn’t one!

But, that doesn’t mean that you can’t use proven principles and methods to increase your top line.

The issue that plagues all of us especially in this arena is good intentions but bad execution.

Here I am a CFO talking about improving your top line results—what do I know about that? Sure I should know how to report results and read financial statements and even cut costs, but marketing and sales?

Well, besides starting my career as a manager for Big 8 CPA firm (now Big 4), and yes being the CFO of small and large companies, I have also started companies, been a President and run my own company.  Plus I pay attention to what works, so from my over 40 years in business, I have some observations to share.

  1. Getting new customers or donors does not happen by some mysterious process all on its own without anyone paying attention toit. It also does not happen just because you deserve it to happen, or want it to happen, or worry about it happening. It happens because of some specific and common practices and principles being applied based on a plan over time.
  • Clearly define and communicate a distinctive benefit that meets a felt need
  • Make the phone ring and convert the prospects to customers or donors using marketing and sales campaigns. In order to do that you need to…

i.      Create a plan

ii.      Execute that plan effectively and efficiently

iii.      Measure results of the execution of your plan

iv.      Continually monitor and optimize your plan and execution to drive toward the best results

  • Satisfy a felt need better than anyone else consistently
  • Ask your current satisfied customer or donors who they are willing to make a quality referral
  • You need to satisfy a felt need better than anyone else consistently (heard that before?J)
  • Develop a great communication system to hear what your customers or donors are saying
  • Pay attention to what your customers or donors are saying
  • Adapt and change based on what your customer or donors are saying
  • This process then feeds into your marketing and sales system
  • You need to get paid fairly for satisfying the great need to sustain the systems set up to satisfy the need

2. Keeping customers or donors satisfied and coming back over a long time does not happen by some mysterious process all on its own without anyone paying attention to it. It also does not happen just because you deserve it to happen, or want it to happen, or worry about it happening. It happens because of some specific and common practices and principles being applied based on a plan over time.

This all sounds pretty simple when put in these “Principle Based” terms, but the realities of life hitting us on a daily basis makes execution hard because we tend to be reactive in nature and let circumstances overwhelm us from using the above generative or strategic mindset.

So as a final “Principle” let me leave you with this….

God made us in HIS IMAGE to be transcendent. This simply means we don’t have to let circumstances rule our lives. If we take responsibility for results, with God’s help we can overcome the circumstances. We do not have to let them overcome us.

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Rolling Out Campaigns and Measuring Impact

April 28, 2011 • Newton Media > Steve Newton

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Measuring the impact of any media campaign is the key to successful direct marketing and donor development in today’s challenging market environment. With the cost of media being so high, it’s important to determine which media outlet is effectively pulling its weight and having the most impact upon results.

Direct Mail enthusiasts talk about the “control package”, those mail pieces that have worked effectively over a period of time hitting a target response goal. New campaigns are tested against the “control” with other creative. This can include everything from the “ask” to different photos used, to a completely different offer. Many times Direct Mail will include a special Box number or letter associated with each campaign to determine its effective response.

The same holds true with other strategic media campaigns…but when a marketer or non-profit organization uses integrated platforms or cross-over-media channels run simultaneously, the measurement tools become much more important than ever and the processed results can get fuzzy at times.

For example if the campaign is using Direct Response Television, (DRTV long or short form), with Spot Radio, Direct Mail, Billboards and Digital Media, how do you effectively track the results and media ROI’s? Advanced software is used to determine a multi-channel campaigns success. If possible its best to use a separate 800# for each media outlet especially on a national basis, along with separate 800#’s for radio and unique URLs for landing pages.

The potential for better separation of results becomes much easier and less cloudy if each media outlet has a unique tracking tool. The problem becomes heightened when only one 800# or one URL is used for the entire campaign. Although one 800 number can save some money on the front end, it can actually lose money over time if the media planner and buyer can’t effectively track exact networks and stations if airing at the same time. Time stamps can become more a guessing game than an exact science.

Today a lot of time and attention is being put into Social and Digital Media and so it should, but marketers are still trying to figure out the impact from a financial perspective it is having upon the campaigns goals and objectives. It’s hard to monetize if someone is tweeting about your brand and hopefully it’s in a positive discussion or blog. Not all PR is good PR.

The most successful campaigns have several layers of analysis.  Start with a top-line review of  the “overall” results and determine if the campaign is either successful or not based on overall positive ROI’s, the fact that you reached x 000’s of new viewers who have never heard of your organization or brand before, you created a significant number of new donors to your organization and you effectively branded your organization in a greater way than ever before. Once you determine the overall performance, if you have the right analysis tools in place (dedicated 800 #s, mail addresses and URLs) we typically then focus on media results on a daily and weekly basis.  Often “results” can be measured in more ways than just the bottom-line.

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Can You Smell the Mouse Clicks?

April 28, 2011 • Newton Media > Aubry Winfrey

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Many clients ask the importance of including web response data in media analysis, and some even wonder if including a URL on your DRTV campaign might cannibalize phone response.  According to a December 2009 Nielsen survey, 59% of people report using the internet and watching TV simultaneously.  59%!  This figure is significant to say the least, and is in-line with DRTV industry reports that the web response component of some campaigns are now reaching as high as 60%.  What does this mean for the DRTV advertisers and media ministries?  Wake up and smell the mouse clicks.  If the web response component is not being factored into your bottom-line media analysis, you are missing a big part of the picture.

The conundrum continues to be, what is the best method for tracking URL response to individual media airings?  Many advertisers have implemented unique URL’s in order to gain more control over attribution. The key drawbacks to that strategy are that it degrades brand awareness, and many times users just go directly to the main page anyway.  Today’s best practices utilize software that incorporates activity spike analysis to tie web response to specific airings.  In the past there was room for a cost-benefit analysis debate on instituting the resources necessary to glean this data, but it is clear that day has passed and it is now critical to include web response in your data analysis.

The most effective practice is to take a holistic approach to your media.  The media team, and the web/search engine marketing team should work closely together to maximize your efforts.  Any good media analyst will be ready and willing to discuss the best way for you to evaluate your URL response, so talk with your advisor about how this could impact your analytics.

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Brand Ambassadors – creating a positive donor experience that enhances brand value

April 28, 2011 • InfoCision

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In this day and age, every organization should recognize that having a strong brand is essential to success. Brand isn’t just a logo or your organization’s identity. Your brand is how an individual actually feels about you. Not necessarily the way you want them to feel, but how they actually do feel.

Many times branding – the cornerstone of all marketing efforts – can get lost in call centers because representatives concentrate on completing specific tasks – taking donations, orders or providing customer service – rather than fortifying your brand. As a result, you can miss out on a golden opportunity to bolster brand perception. However, by employing “Brand Ambassadors” on the phones rather than traditional agents, organizations can enhance their brand value with every call. This is a new approach to taking calls and, while you can’t completely control individual feelings, you can influence them by properly communicating the qualities that make you unique.

Brand Ambassadors are trained to be extremely knowledgeable of your organization, services and products – not just the specific task in front of them. Their overall focus is to ensure there is a positive donor experience that will be tied to your brand.

The donor should leave the call with a better understanding of your organization’s purpose and value. After all, that’s what branding is: a promise of value. The Brand Ambassador reiterates that promise and also educates the customer on how to resolve any issues in the future, ultimately giving them a positive feeling regarding their experience.

Employing Brand Ambassadors offers organizations benefits that are both immediate and enduring.  And while they require more training time up front, they generate results that ultimately give you a higher return on investment. They can answer questions more quickly and satisfactorily, streamline calls and cut down on order returns and cancellations.

Perhaps most importantly, by providing positive experiences and inspiring confidence, Brand Ambassadors build loyalty, cultivate repeat contact and lay the foundation for future success.

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The Importance of Testing

January 03, 2011 • Newton's Media Fix > Newton Media > Steve Newton

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We work with a wide-variety of clients representing diverse organizations, from product sales, to humanitarian causes and ministries.  One thing they all have in common is the need to constantly test in order to improve results and grow.

The Direct Response TV industry knows the importance of “Testing” very well…from a media perspective you must be willing to “test, test, test” before you can “buy, buy, buy”!  Most importantly you must “test” in order to be most cost effective and be able to deliver the strongest ROI’s possible.

What does ‘Testing” look like?

It depends on the type of media and programs being tested, but for example, you can test different levels of offers, different types of “asks” depending upon the organization and mission, testing different “CTA’s” (Call to action’s), different media outlets, different call scripts and so on.

One of the ways this is done is testing in a controlled environment or a “model”. This typically means testing in a measured capsule or period of time. On TV networks or stations can mean testing programs on those media outlets that have proven effective for similar types of programs, products, ministries or humanitarian organizations.   Various controls can be used, including competitive analysis, and viewer demographic profiles.

The standard protocol for a test is a two week window for media, typically best on a limited number of media outlets, a separate 800# of each media outlet is a must with all calls and orders coming into one 800# and call center. Sometimes, you can test different Call Centers to see who will deliver the best results for that particular type of offer.

Results are collected and then concluded based on the target ROI goals and objects of each offer or organization. Target ROI’s are subject to different criteria and based on the uniqueness of each program, offer and ministry.  Newton Media has developed a break-even analysis model to help guide our clients.

Another area to test is the Web or Landing Page for each offer presented on Television or Radio. Some campaigns are focused on driving viewers and listeners to the web to order products, or make donations. Some use it as a secondary outlet to Television and give more detailed information about the product, offer or mission. We are beginning to see a greater number percentage of income through the web than ever before, in some cases, as much as 40% of response can come from web activity.

As we move into a new year, we look to continued ways to improve results for our clients, and so the testing continues…

Steve Newton is the founder and CEO of Newton Media, a full service media planning and buying company headquartered in Virginia with offices in Dallas. Founded in 1995, Newton Media’s team of seasoned experts has become a leader in both Ministry and Direct Response TV and radio.

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Ratings…Do They Matter?

January 03, 2011 • Newton Media > Janet Burke > Newton's Media Fix

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Ratings … “we can’t live with them, and we can’t live without them” (tic).   Most advertisers and their agencies live and die by ratings as a way to determine who is watching/listening to their ads.  The advertisers’ reach and frequency goals (and budgets) are based on reaching a certain number of people “x” number of times.  For those general-market advertisers, ratings are the only tool they have to determine if their media campaign is “successful”.

Direct response advertisers do not rely on ratings to determine if their media campaign is “successful”. DR advertisers have something much more reliable … viewers/listeners responding by calling an 800# or URL to order their product or service.   DR marketers know immediately if they’re reaching their audience, and they can immediately adjust budgets as necessary.

More important than the number of viewers/listeners to a  program, is whether those viewers/listeners “respond” to the message and will order the product or service.  For example, if the ratings services determine that a program reaches 300,000 viewers and there is minimal response to the message, a DR marketer can quickly shift their dollars to another time period.

What matters most is the number of viewers or listeners who respond to your message … not the total number of people who are exposed to your message.  Programmers need to focus their message and schedule on media outlets/time periods to best reach the highest number of people who are likely to respond, which is not always the same as reaching the largest number of people.

By Janet Burke, Director of Media at Newton Media. Janet came to Newton Media with over 17 years experience on national accounts for D’Arcy-Masius Benton & Bowles and Earle Palmer Brown. She provides leadership to the media team and manages client relationships well with her passion for professionalism and attention to detail.

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