Art+science

Audience Segmentation & Differentiating Your Financial Services Brand

July 29, 2010

Financial services marketers have had it tough over the last couple of years. The recession contributed to increased distrust in the category, decreased loyalty from bank customers, and a general commoditization of banking products. We’ve seen a lot of “your money’s safe with us” messages, or “get the best rates here.” Both of which can work, but at this point are not particularly differentiating.

Which is why I was delighted to stumble across Superior Credit Union’s Bank with Bella microsite earlier this week.

Posted by Stephanie Rogers

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Posted in Financial Services, Strategy

TAGS Stephanie Rogers

The Internet – Medical Device Marketers Should Embrace

July 20, 2010

Yet another study now shows the importance of the Internet and the amount of influence it has on the lives and decisions of consumers. Since over 80% of adults who are online use the Internet to find information about health and medical issues, this is something that all companies in the medical device arena should be paying attention to.

“The Internet is by far the most important (influential) medium in the lives of consumers.” This is the conclusion of the 2010 Digital Influence Index study recently completed by Fleishman Hillard and Harris Interactive that measures several key aspects of consumers’ use of the Internet, versus other media, and the degree of adoption of various behaviors.

While there are nine key findings the study discusses, I would like to focus on four:

1. The Funding Gap: Globally, digital dominates in consumer influence, but not marketing dollar spend

Posted by Ed Feather

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Posted in Healthcare, Interactive, Technology

TAGS digital marketing | ed feather | Internet | medical device marketing | PARTNERS+simons

Creating more effective online ads

July 15, 2010

Ever clicked on an online ad?

[SFX: Crickets and wind in trees.]

Anyone?

[SFX: More crickets.]

The truth is, most people don’t click on online advertising. In fact, the average click through rate for display ads is just 0.2 to 0.3 percent.

But maybe clicking on ads isn’t the point. I recently joined an eMarketer webinar that cited a study suggesting that by 2013 over 40% of display ads will have a branding focus. With branding, it isn’t really about the click-through. It’s about the message and engagement. Regardless of whether it’s for B2C or B2B.

Dynamic Logic has a point of view on how to make online ads more engaging and effective. They suggest: Read more »

Posted by Steve Lynch

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Posted in Direct Marketing, Interactive, Technology

“But wait, there’s more!”

July 7, 2010

I think it’s an absolute riot that my 9-year-old daughter memorizes infomercials. I’m really impressed (and perplexed) that she can recite the Snuggie commercial flawlessly from start to finish.

This is one of a dozen informercials that has totally captivated her. And, truth be told, I find it hard to look away from the ShamWow or the Perfect Brownie Pan.

As an advertising professional, I thought it was worth at least the length of an infomercial to think about why these commercials work. After all, I’ve spent 20+ years trying to unlock the key to motivating people. The Snuggie, meanwhile, has motivated 4 million people to drop $19.95 (plus shipping and handling) on a bathrobe they wear backwards. So, herein lies my completely unscientific analysis of why we’re so drawn to the likes of Mighty Putty: Read more »

Posted by Ann Toomey

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Posted in Creative, Strategy

What I learned at #adclubedge – Part 2

July 1, 2010

Earlier this week, I posted Part 1 of my recap of The AdClub EDGE Conference, the industry organization’s event to celebrate some of the people and brands that are driving innovation in Boston. It was a great affair, and there was simply too much to cover in one blog post alone. So here, I give you Part 2 of what I learned at #adclubedge (again, in no particular order):

Posted by Stephanie Rogers

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Posted in Creative, Economy, Financial Services, Interactive, Media, Strategy, Technology

Calling All Future Acting Stars!

June 30, 2010

Last week, a number of us from PARTNERS+simons had the pleasure of meeting with about one hundred or so students and their parents at the Marshall Elementary School in Dorchester, Massachusetts. The team included me, along with Debbie Easdon, Head of Broadcast Production, and Christine Wyse from Christine Wyse Casting.

We were there at the invitation of Ms. Sophia Bishop-Rice, Manager of Extended Learning Services/DELTAS at the Marshall School. In full disclosure, I must reveal the Ms. Bishop-Rice was a former nine-year employee at P+s and one of our favorites at that.

We briefed all of these potential future actors and their parents on how an advertisement gets developed, produced, and the inner workings of the casting process. Several themes were covered in this presentation: Read more »

Posted by Walter Mills

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Posted in PARTNERS+simons: Behind the Scenes

What I learned at #adclubedge – Part 1

June 29, 2010

edge Last week’s Ad Club EDGE Conference: Branded in Boston was a smashing success, judging by the sold-out crowd in attendance at the Westin Boston Waterfront. The day-long event brought together people from all aspects of advertising, marketing, public relations, production, design, and academia to learn more about – and celebrate – brands that were born and raised in our own back yard. Here’s what I learned there (in no particular order):

Read more »

Posted by Stephanie Rogers

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Posted in Creative, Economy, Media, Strategy, Technology

TAGS Ad Club | Boston | EDGE Conference | PARTNERS+simons | Stephanie Rogers

HHS Challenges Developers to Build Apps

June 23, 2010

The US Department of Health & Human Services held a forum at the Institute of Medicine on June 2, 2010. At the forum, the Community Health Data Initiative was launched. With this initiative in place, software developers will have free and easy access to HHS health data to build consumer based applications. The goal is to make information available and relevant to the public and help people understand the health indicators in the community around them. The available data sets contain information that range from mortality rates, health care access including cost and quality, and health risk factors. The HHS is hoping this initiative will motivate Americans to take action and engage in the quality of their personal health.

According to Bill Corr, the Deputy Secretary of Health and Human Services, the approach of the initiative is to “Enable Americans to understand health performance in their communities and spark local action to improve it.” The Secretary of Health and Human Services, Kathleen Sebelius, directly challenges the software development community, “Tell us how we can take HHS’s community health data, leverage the investment taxpayers have made in that information, and unleash it to help the American public and communities improve health. Then go out and create new tools and applications that will make it possible.”

Developers from organizations in both the public and private sectors have responded in force to the announcement by building and releasing exciting and useful applications ranging from web sites, mobile applications, crowd sourcing, social networking, and even gaming.

Posted by Annemarie Crivelli

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Posted in Interactive, Technology