marketing

Managing The Huge Hispanic Marketing & Advertising Opportunity

Peter · March 10, 2015 · Leave a Comment

Managing The Huge Hispanic Marketing & Advertising Opportunity

I’ve been invited to speak about business development strategy at AHAA’s annual conference in Miami on April 27th. AHAA is the only national trade organization representing the entire Hispanic marketing, communications, advertising and media industry.

I am looking forward to this opportunity because the Hispanic opportunity is… huge. In case you’ve been out of town, the United Sates is experiencing dramatic growth in our hispanic population — how is that for an understatement. I am sure that you are all well aware of our need to understand the Hispanic market and diverse culture. Need a reminder from the U.S. Census Bureau? Look left.

But, I am not sure that you know how digital the Hispanic group is. Here are some thoughts on this market from Google’s Think With Google.

You’ve likely heard the numbers: a 163% increase in population between 2010 and 2050, making up 30% of the population by July 1, 2050. One trillion dollars in buying power in 2010, rising to $1.5 trillion next year (an increase of 50% in just five years). I’m talking about U.S. Hispanics, of course—a consumer segment that’s on the radar of every Fortune 500 CMO.

At Google, we’ve taken notice of this audience too, but for a different reason: technology. U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. “Many marketers may think they trail the so-called general market in adoption of new tech, when in fact they are far ahead and should be among the first prospects for marketers seeking to grow their consumer base,” says Marla Skiko, senior vice president and director of digital innovation at SMG Multicultural.

Despite the facts, U.S. Hispanics are a vastly underserved market, and the opportunities to reach them through digital remain largely untapped.

Largely Untapped!

How can we have a market that will be over 47 million in 5 years and have it be ‘untapped’? [Read more…] about Managing The Huge Hispanic Marketing & Advertising Opportunity

Planes, Trains, Automobiles, Ad Clutter & Urinals

Peter · March 9, 2015 · Leave a Comment

Planes, Trains, Automobiles & Urinals = Ad Clutter

I was in New York recently and noticed, actually re-noticed and re-noticed, that advertising messages are everywhere. This hit home when I went to a restaurant urinal after a fine lunch and had to face an ad, you know, one of those framed ads. Not very high tech but very much in my face — like about 6 inches away.

I thought two things: 1) why do I have to look at this ad and, I have other things that I should be paying attention to right now. 2) it doesn’t stop. A few minutes later I was speeding up to a thirtieth floor meeting in an elevator equipped with one of those relentless video screens and more ads.

No peace! No chance to reflect on my upcoming meeting. No moment to be alone in my thoughts in places that used to be ad free. I’ve been attacked by, yes, dreaded ad clutter.

The Cost of Paying Attention

The New York Times’s “Sunday Review” ran the excellent excellent op-ed piece, “The Cost Of Paying Attention” by Matthew B. Crawford, author the upcoming book “The World Beyond Your Head: On Becoming an Individual in an Age of Distraction”. Mr. Crawford points out that we are bombarded by ads. No news here. But, he makes the strong case that “attention is a resource.” A very scarce resource and the advertising world (that means you and me) are destroying our individual chance to be introspective, alone in our own thoughts and focussed on our own being rather that yet another freakin ad or wannabe social media relationship. Bathroom and elevator advertising isn’t a new phenomenon. However, in Mr. Crawford’s view, they are a form of pollution. I have to agree. Here is how the article begins. [Read more…] about Planes, Trains, Automobiles, Ad Clutter & Urinals

The Business Of Marijuana & Advertising

Peter · March 6, 2015 · Leave a Comment

The Business Of Marijuana & Advertising & Publishing

I’ve written a bit about the burgeoning marijuana industry and the new business opportunities for ad, digital, social and PR agencies (see a link to articles at the bottom of this post.)

In Portland alone, there are over 35 medical marijuana dispensaries and each one has driven incremental business for a wide range of suppliers including landlords, contractors, interior designers, security firms, lawyers, accountants, venture capitalists, safe companies (each dispensary has at least one), package and graphic designers, ad agencies and publishers. I have a good take on this business because I am an investor in two medical marijuana dispensaries.

To give you an example of how crazy this business can be. Here is what I did yesterday (and why.)

I was in Vancouver, Washington meeting an illustrator friend for lunch. I then went to take a look at two fully recreational marijuana shops. This means that you can just walk in, prove that you are over 21 and then a buy marijuana as you would cigarettes or wine. What was massively interesting was that one of the stores (on Main Street, literally) had 22 customers at 2PM on a Thursday. There weren’t 22 customers buying wine at a single wine shop at 2PM.

Later in the day, I was in the back room of a Portland marijuana shop photographing the store’s ‘joint roller’ and getting a couple of artisanal ‘art’ joints (like the one above). Yes, joints.

So, now the why…

In case you are wondering, I am not at all a big stoner.

But, I am starting a small publishing entity that will cover this huge and growing market. I am currently shooting photographs for two small books (“Joints” and “26 Dispensaries”). I will add other small books (imagine portraits of bud tenders) and apparel based on a new brand that will be coming to a browser near you. All of this will eventually be used as Kickstarter rewards for the funding of a large book on the industry.

I will keep you posted on my progress.

Marijuana Links & The Start Of A Discussion About This new Billion Dollar Industry

Here are the articles I’ve written on the subject.

Is It OK For Ad Agencies To Shout?

Peter · February 25, 2015 · Leave a Comment

Yes, it is OK for ad agencies to shout.

First, a story.

I received an email last week from a reader that told me that he thought that I was promoting my book on presenting and pitching too hard. I found this comment thought provoking for a few reasons.

I have, like most of you, been ‘selling’ something for years. I’ve sold creative, strategic thinking, internet startup ideas, ad agency services, an ad agency itself and two books. Selling comes naturally to me. Not hard selling. But, selling nonetheless.

Why shouldn’t I be promoting my book? It is after-all my book; a new business tool for me (I get new clients because they have read the book) and it is a great read, if I do say so myself. OK, I’ll let others talk about its value at the bottom of this post.

I wrote the book as a marketing tactic and ‘publishing event’. It delivers credibility and gives me an outbound marketing tool (I send it to the right people) and an inbound source of lots of content. It has 70,000 words that I can repurpose on this blog, as guest posts, on LinkedIn and on SlideShare.

The book forms the basis of one of my strongest recommendations to my ad agency clients: help your agency stand out by writing a book. [Read more…] about Is It OK For Ad Agencies To Shout?

marketing

Managing The Huge Hispanic Marketing & Advertising Opportunity

Largely Untapped!

Planes, Trains, Automobiles & Urinals = Ad Clutter

The Cost of Paying Attention

The Business Of Marijuana & Advertising & Publishing

In case you are wondering, I am not at all a big stoner.

Marijuana Links & The Start Of A Discussion About This new Billion Dollar Industry

Yes, it is OK for ad agencies to shout.

Happy Sure Looks Like Its In!

More Happy!

OK, I’ll stop this.