March Madness Makes Its Mark

Believe it or not, the NCAA basketball tournament has been around for nearly 75 years.  There wasn’t much madness in the beginning – just 16 teams in a tiny gym at Northwestern University in 1939.  (Northwestern, by the way, has never played in the NCAA basketball tournament).  While just 15,000 people attended the first tournament, it’s certainly evolved into a societal phenomenon.   It turns book-worms into bracket-ologists and the non-sports loving employee into the office champ because he selected winners based on mascots and team colors.  While one part of March Madness is all fun & games, it’s also dollars & sense.  As a business there are some things to watch out for and other things you can capitalize on.

•  Nearly 60 million people are estimated to participate in March  Madness bracket challenges this year, including at least 8.4 million employees

•  Between employees watching games and filling out brackets, business are expected to lose a collective $1.8 billion in productivity

•  Employees are expected to watch a total of
8.4 million hours of online basketball during
work hours

•  CBS Sports and the NCAA saw a near 50% increase in site visitation during the first three rounds of the tournament last year.  That equals over 26 million visits and over 10 million hours of streaming video in just the first week of March Madness

What Does This Mean To You?

Yes, March Madness has become an American obsession.  A recent survey showed that over one-third of respondents said that they “Eat, breathe and sleep March Madness” and more than 60% followed it at least socially.  March Madness could have an effect on your business’s productivity, it also gives you a great way to connect with customers on a personal level.  Restaurants have many ways to capitalize on the tournaments.  Hosting office viewing parties (especially on the first Thursday & Friday), and printing brackets on takeout menus are a great way to get involved.  If you have a customer waiting room with a TV, think about showing the games.  Mobile is going to be a big part of this year’s tournament, think about a possible permission based SMS campaign that sends out score updates.  You could always host your own bracket challenge for customers as well.  The decision on whether you allow employees to participate in March Madness while on the job is strictly yours – office pools, such as bracket challenges are technically illegal.  As far as consumers are concerned, they are engaged in the NCAA tournament and whatever you can do to share in that engagement will help you bond with customers.  For more information on creating loyal patrons, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Goldberg Segalla; Challenger, Grey & Christmas; Network World; Boston.com; Human Habits.com; Business Review Morning Call

Effect of Politics and the Olympics in 2012

We’re not about to predict who wins election this fall or who takes home a gold medal, but all indications point to a busy year in advertising.

• In 2012, political advertising is expected to reach nearly
  $2.5 billion
• That’s an increase of 40% from the last Presidential election
  cycle of 2008
• Ad spending on the Olympics is predicted to reach $642 million
• That’s an increase 7% over the 2008 Olympics

What Does This Mean To You?

Speaking strictly from a marketing and advertising stance, it’s going to become much harder to get the attention of prospective customers. Candidates, Political Action Committees and Political Parties buy up much of the inventory on local media. Since broadcast media is purchased on a supply and demand basis – less inventory means more expensive advertising time. Also, there are rules regarding Federal candidates receiving the lowest rate on broadcast rate cards. This means broadcast outlets are less likely to cut deals in advance of the political season. The Olympics brings about it’s own form of challenges. The network carrying the events cut the amount of local programming available and the commercial avails open to local affiliates. Advertisers that want to keep their spots are shifted and often pay higher rates.  Also, in many top 20 markets, national advertisers buy local spots to ensure their messages are seen. This not only adds to the cost but the clutter for local advertisers. With all that being said, you still need to tell your story and have consumers get your message. For more information on how to effectively and efficiently keep your business top of mind, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Emarketer

Mobile Couponing in 2012

We all hope that the economy improves in 2012, but that doesn’t mean that consumers willjust stop being concerned about saving money.  In fact, mobile couponing is projected to have its biggest year on record.

• In 2012, 28 million adults are expected to use mobile coupons
• That’s an increase of 45% over 2011
• Nearly 90% of all mobile coupons are expected to be received on a smart phone
• The number of smart phone owners using mobile coupons is will grow 65% in 2012

What Does This Mean To You?

Mobile Couponing can take on many forms.  Emails, QR codes, permission based SMS campaigns and apps are just a few solutions for mobile couponing. Although there are many channels, the thing to remember is that consumers are using them.  When it comes to delivering mobile coupons, it might be beneficial to speak to an expert.  There are rules that govern how you initiate digital contact with a consumer.  Whatever you do, do not spam prospective customers.  The results will not be good.  Many times your businesses reputation will help you gain customers, getting a reputation as a business that sends spam will hurt business.  For more information on successful mobile couponing strategies, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Emarketer