Mother’s Day Advertising
April 9, 2010 by Benjamin Christie · Leave a Comment
In the United States, Mothers Day is the second Sunday in May and is a day where mom is pampered by the family. Everyone loves giving gifts to their mom, however some need a gentle reminder which is where running a Mother’s Day Advertising campaign can drive sales before the big day.
According to the National Retail Federation, consumer spend over $15 billion on Mother’s Day each year with an average spend of around $140 on their mother’s day gift. Most consumers will buy a single gift opposed to buying a few gifts.
Your Mother’s Day Advertising, shouldn’t just remind consumers that Mother’s Day is on Sunday, but rather provide real gift solutions, pricing and how it can be purchased in store or ordered online. You could even offer a coupon based campaign to drive sales through to Mother’s Day. Whatever the messaging you decide to go with, it really needs to make an emotional connection with the consumer, encouraging them to purchase a gift of value for their mom.
So what companies can benefit from running a Mother’s Day Advertising Campaign?
- Major Retailers
- Jewelry stores
- Florists
- Gift Card Companies
- Online Retailers
- Spa / Beauty Stores
- Gift Baskets / Hampers
- Gift Vouchers / Gift Certificate Companies
If you’re looking at running a Mother’s Day Advertising Campaign to reaching potential consumers then Gourmet Ads reaches specific demographic of females aged 25-55. Our audience is made of a high proportion of household decision makers, who in turn purchase gifts for others.
For more information on Gourmet Ads for your Mother’s Day Advertising Campaign, Download our Media Kit or Request a Proposal from our team.
Diet After Easter
March 30, 2010 by Benjamin Christie · Leave a Comment
Easter is about food, especially chocolate and hot cross buns. So it isn’t unusual that a great deal of diet and health food companies kick their advertising campaigns of on Easter Monday. Maybe bound by guild of eating a stack of chocolate after Easter a lot of people use this as trigger to kick off their diet. So for advertisers in this space it’s about being in the right place at the right time.
So who do most diet companies wish to target? The household grocery buyer, who is mostly female and aged between 25-55 year old. This person in the home influences the family eating habits and make the choices about whats going on the dinner plate today. So gaining the attention of this person in the household is key to any campaign success. Recent
Already booked this Easter is a number of well-known retail diet advertisers who are seeking to take advantage of the post Easter diet phase. These diet advertisers are running a range of creative from standard IAB sizes through to expandable creative to really gain attention of readers.
Generally speaking (as every campaign is different) diet advertising which works on Gourmet Ads includes advertising of diet books, diet programs, diet products you buy in the supermarket (i.e low carb, low fat), diet meal replacements (shakes) and of course meals which you have delivered to your home each week. Also advertising campaigns which focus on Gym memberships also provide good results. Gyms that focus on female only membership have performed very well in the past.
Some Comscore Index’s in relation to Dieting on the Gourmet Ads Network include;
- Index 267 for having searched for Diet Program information online in the last 6 months
- Index 146 for having spent under $25 for Diet meal replacements (e.g. Slim Fast) in the last 30 days
- Index 319 for having spent between $25-$49 for Diet meal replacements (e.g. Slim Fast) in the last 30 days
- Index of 251 for going to a gym or healthclub within the last 6 months
- Index of 135 for having a weight problem (25 lbs or more overweight )
Gourmet Ads has strict controls when it comes to the diet advertising. We can’t accept advertising that we call “fat ads” (the ones where is a thin stomach and a fat stomach on the ad) and any ads which make false and misleading claims. We prefer the advertiser to develop creative around food or simply use great messages reinforced with a strong call to action.
If you’re interested in running your next diet campaign with Gourmet Ads, then please download our media kit or request a proposal from our team.
Employment Level Targeting
March 20, 2010 by Benjamin Christie · Leave a Comment
As part of our new Demographic Targeting feature on Gourmet Ads, one of the new targeting options for advertisers is the ability to target areas depending on their unemployment level. Similar to Geo Targeting we can concentrate on reaching populations with higher or lower level of employment depending on the product being advertised. Using the median unemployment rates for US, there are 5 groups we can target against.
Targeting options are either;
- Highest unemployment (lowest employment level)
- Lowest unemployment (highest employment level)
Although this targeting option is used by many advertisers, it could be good for some industries. Areas of low employment would suit coupon advertisers and job websites. Areas of low unemployment would better suit real estate companies, car companies and big ticket items such as televisions. Don’t forget entertainment such as the theater and restaurants.
This new targeting option provides advertisers the ability to greater reach their target audience and they are available now. So if you’d like to use our new demographic targeting options on your next campaign, Download our Media Kit or Request a Proposal from our team.
Targeting Household Owners
March 18, 2010 by Benjamin Christie · Leave a Comment
As part of our new Demographic Targeting feature on Gourmet Ads, one of the new targeting options for advertisers is Targeting Household Owners. Targeting house owners or even apartment owners is critical for a great deal of advertisers, from renovations to insurance as well as kitchen designers.
We can target populations more likely to own homes or more likely to rent depending on the focus for your campaign. There are 5 scales available, from the lowest proportion of owner-occupied households (highest proportion of renters) through to the highest proportion of owner-occupied households (lowest proportion of renters).
We’ve just recently had requests from agencies for companies who want to reach renters, aimed at getting them finance as well as Kitchen Renovation companies who only want to reach home or apartment owners.
This new targeting option provides advertisers the ability to greater reach their target audience and they are available now. So if you’d like to use our new demographic targeting options on your next campaign, Download our Media Kit or Request a Proposal from our team.
Targeting Children in Household
March 16, 2010 by Benjamin Christie · Leave a Comment
As part of our new Demographic Targeting feature on Gourmet Ads, one of the new targeting options for advertisers is the ability to target households with children. This new targeting option is ideal for any advertisers who are looking to target consumers with or without children.
We can target populations with higher likelihood of children in household or lower likelihood of children in household. Apart simply targeting for households with or without children aged 0-17 years we can target on the number of children in total, as follows;
- 1 Child
- 2 Children
- 3 Children
- 4 Children
- 5 Children
So where would targeting children in household apply? Well most media plan requests we receive from advertising agencies these days actually include the number of children in a household in the briefs. Most say they want to reach families with 2 children, but we have received request for SUV’s and people moves from automotive companies who want to reach 3 or more children.
This new targeting option provides advertisers the ability to greater reach their target audience and they are available now. So if you’d like to use our new demographic targeting options on your next campaign, Download our Media Kit or Request a Proposal from our team.
Median Age Targeting
March 13, 2010 by Benjamin Christie · Leave a Comment
As part of our new Demographic Targeting feature on Gourmet Ads, one of the new targeting options for advertisers is Median Age Targeting. This new targeting option is ideal for any advertisers who are looking to target consumers by age for the campaign. It’s fair to say that different age groups respond better to different products, so with Media Age Targeting, you’ll achieve a much more efficient way of reaching your ideal target audience.
The age groups for Media Age Targeting are as follows;
- 18-24
- 25-34
- 35-44
- 45-54
- 55+
Two of the best examples of Media Age Targeting were recently experienced by our sales team. The first was for a Kitchen Appliance Company which has cheaper products aimed at younger age groups and more expensive products aimed at an older age group. The second was from a winery which had a range of ready now wines aimed at a younger age group, as well as a premium wine range aimed at cellaring, obviously aimed at the older age group. So no matter if you want to reach an older age group or younger age group, Gourmet Ads new Media Age Targeting allows you to achieve this.
This new targeting option provides advertisers the ability to greater reach their target audience and they are available now. So if you’d like to use our new demographic targeting options on your next campaign, Download our Media Kit or Request a Proposal from our team.
Household Income Targeting
March 11, 2010 by Benjamin Christie · Leave a Comment
As part of our new Demographic Targeting feature on Gourmet Ads, one of the new targeting options for advertisers is Household Income Targeting. This new targeting option is ideal for any advertisers who are looking to target consumers with the total household income as the main metric for the campaign.
The level of household income can be a significant driver in relation to the making a purchase decision for a product. Household Income Targeting can target populations with higher or lower buying power. As such the 5 segments advertisers can target include;
- $0-29K
- $30-39K
- $40-49K
- $50-75K
- $75K+
So what are some examples of advertisers using Household Income Targeting for campaigns?
- Food Coupon company wanting to reach low income households
- Gourmet Food company (ie truffles, caviar etc) wanting to reach high household incomes
- Cereal company wanting to reach low to medium income households
- Kitchen Appliances company wanting to reach an affluent consumer
- Winery wanting to reach high worth individuals for their premium wine club
- Automotive Company wanting to reach different income levels with different vehicles
This new targeting option provides advertisers the ability to greater reach their target audience and they are available now. So if you’d like to use our new demographic targeting options on your next campaign, Download our Media Kit or Request a Proposal from our team.
Demographic Targeting
March 9, 2010 by Benjamin Christie · Leave a Comment
Nearly every campaign which runs on the Gourmet Ads network has some sort of targeting applied to it. Some of the targeting used includes Geo targeting, time day part, frequency capping etc. In addition to the full suite of targeting options, we can now announce the newest targeting options on Gourmet Ads is the ability to target by US Demographic Targeting.
The new US demographic targeting feature enables advertisers to target line items to US ZIP codes based on underlying demographic characteristics derived from projected census data for the current year. For each demographic metric, the US population is divided into five groups each representing a segment of the US population.
With this new targeting feature you can target by the following metrics:
- Median household income
- Median age
- Children in household
- Owner-occupied household
- Employment level
This new targeting option provides advertisers the ability to greater reach their target audience and they are available now. Over the next few days we’ll be writing about each of the demographic targeting options and offering some ideas on how you can use them – Read the demographic targeting blogs here
So if you’d like to use our new demographic targeting options on your next campaign, Download our Media Kit or Request a Proposal from our team.
Easter Advertising
March 3, 2010 by Benjamin Christie · Leave a Comment
This year Easter is the first week of April (dates below) and even if you don’t sell chocolate Easter eggs there are significant opportunities over the holiday period for all types of industries. Once regarded simply for the kids, Easter has become one of the most profitable holiday seasons of the year.
With spring in the air and many consumers possessing tax return money makes it an ideal time for you to kick-start your marketing campaign. As such we thought we’d put together a few Easter advertising ideas separated by various sectors.
Retailers
Given that Easter is of course a holiday period, many retailers run Easter Sales and to drive interest in the lead up is important. So running at least 10 days prior to the sale starting is essential, then upping the visibility over the Easter weekend to drive consumers in store. Ideally you’ll be running discounts off big ticket items and winter apparel.
Grocery & Supermarkets
With many people spending time with the family over Easter it’s important to gain market share in the lead up to the Easter Weekend. Ideally your Easter Advertising will feature creative with messaging to drive consumers in store like discounts off key staples items or loss leader activity encourage them to do their Easter “big shop” while in store.
Travel Companies
With most people spending time with their families over the Easter weekend, there are two opportunities here for travel companies. Firstly, with many people head home there is a significant benefit for companies such as airlines to go heavy up 3-4 weeks prior to Easter, then slow it down closer to the weekend. The 2nd opportunity is for people not heading home, but rather going away for the weekend. So vacation specials should be advertised 10-14 days from Easter weekend. See Grocery Buyers make Travel Decisions.
Ecommerce Sites
Many of the major ecommerce retailers run Easter weekend specials, from free shipping to coupon discounts so why let them have all the business? In the lead up to Easter why not run a campaign targeted at consumers with creative indicating your Easter specials. So no matter if you sell food, clothing or kitchen gadgets, Easter is a great time to boost sales.
Movie Releases
Many over the Easter weekend will be looking for things to do to fill out the weekend. So for the movie studios, running movie trailer campaigns for new release in the days prior and over the Easter weekend will help boost a movies weekend revenues.
Automotive Companies & Dealerships
Consumers in the market for a new auto will dedicate the weekend heading to dealerships and doing test drives. So running a campaign in the 5-7 days prior to Easter, then heavy up over the Easter weekend will no doubt result in leads being generated. Learn about our audience of automotive buying Grocery Buyers.
So as we head in Q2 and with only a few weeks to go till Easter now is the time to book your Easter Advertising Campaign. For more information, Download our Media Kit or Request a Proposal from our team.
2010 Easter Dates
Good Friday is 2nd April 2010
Holy Saturday 3rd April 2010
Easter Sunday 4th April 2010
Easter Monday 5th April 2010
Advertising Free Shipping
February 26, 2010 by Benjamin Christie · Leave a Comment
The other day I was reading an old article in the New York Times about how offering Free Shipping on your ecommerce site can significantly increase sales. The article discusses and shares insight into the strategies of the some of the most popular online stores and how they price their shipping and how it can greatly impact sales. Read the article here – Nothing Says ‘Buy’ Like ‘Free Shipping’ .
The Free Shipping Article had me thinking about how a company which was going to offer free shipping for a period of time and how they would promote the offer. Naturally I think most only stores undertaking a free shipping promotion would do two things. First they would put some sort of promotional messaging on their sites advising prospective customers that they might qualify for free shipping on their first order. Secondly, an ecommerce store offering free shipping would reach out to their existing customer with an EDM of sorts advising that for their next order the shipping is free. Another idea is advertising free shipping, but I’ll get back to that in a moment.
What I think most online stores forget is that free shipping could be a great lead generation strategy to build sales. A few years ago I was involved in an online store start up as a consultant. Well before the successful bricks and mortar company started building their new start up website, they undertook a market research study to identify customer ideals, which they assumed were very different from their existing bring and mortar customers.
The number one thing that came from the market research was that customers online were more likely to make a purchase on their new site if the shipping was free, opposed to paying a premium for the delivery. So the company went into the new ecommerce site with the marketing tactic that customers would never pay for shipping. They simply built the shipping into the price point. The result; sales exploded for them and they’ve never looked back. The site has turned out to be a multimillion dollar online business and I believe that it’s because of their foundation that customers will never pay for shipping.
Ok, so you’ve decided to run a free shipping promotion. So apart from reaching out to customers on your site or your existing customer base, you should consider running an advertising campaign to market your free shipping campaign. By advertising free shipping you’re removing one of the hurdles that many online stores face and reaching out to gaining new customers. It could be the best lead generation campaign you’ve ever run.
Apart from simply running your free shipping advertising across our entire network of grocery buyers, we can help develop your advertising creative. It’s important for the creative to indicate that you’re offering free shipping. Don’t put the key message in a small font, make it stand out in bold and gain attention.
For more information about running your free shipping advertising with Gourmet Ads, Download our Media Kit or Request a Proposal from our team.
