Main Feature

Advertising to Women: The Rules Have Changed

Today in America, women are responsible for 73% of all consumer spending. And thanks to fewer layoffs in female-dominated employment sectors, they now comprise just about 50% of the U.S. workforce. Simply put, women are wielding more power in the marketplace than ever before – a fact that is not lost on marketers and advertisers.

According to Ann Mack, the director of Trendspotting for advertising giant J. Walter Thompson, the economic ascent of the female population is resetting the parameters for how to sell to them. Her observations about this evolving demographic might very well surprise you:

You can reach women at work. Just about everyone with internet access at work takes a few moments each day to update their Facebook page, check-in on their favorite show or program and even shop online. These are all opportunities for marketers to reach their target audience at a focused time during the day, not a distracted moment during their leisure time away from work.
Working mothers are now the norm. In some form, just about every mom in America is working. And for most of these women, their “work-life balance” exists in aspiration only. Charged with earning an income and managing a family, these busy moms are now more concerned with getting a meal to the table than how it’s prepared. Major packed-food marketers understand this, and are using images and messaging that tug at the heartstrings to help these moms feel like they’re still offering their family the very best dinner possible – even if they’re not responsible for the cooking.
Time is everything. If you can prove that a product can save time and improve efficiencies, it will sell. Says Mack, “Demonstrate how the brand can simplify her life even in if you can’t reflect her exact reality in each moment.” This tactic is working for Frigidaire, which now guarantees that their products can save moms up to eight hours every month. What’s evident now is that moms, just like the latest generation of dads, are all about the people they care for, not achieving perfection.

aor feature

What's in a Name? Actually, Everything.

Not surprisingly, KFC and AOR share very little in common. One is an omnipresent fried chicken shack, while the other is, uh, not. And unlike “KFC,” which used to be shorthand for “Kentucky Fried Chicken” but now literally means nothing, AOR’s shorthand still stands for something. The lasting name of our advertising and marketing shop continues to be “Agency Off Record.” Which leads to the inevitable question, “What does that mean?”

Long story short, our nom de plume speaks to our agency’s nimble, results-driven approach to problem solving. We’ve never been bound to convention or careful to toe the line of protocol. Instead, as an advertising, marketing and interactive agency hybrid, we’ve strategically paired traditional and digital tactics to communicate a brand’s value to multiple audiences. AOR serves a wide range of industries, with particular expertise in integrated campaigns, websites ad channel marketing for high-tech, manufacturing, tourism and non-profit sectors.

So while AOR can’t lay claim to having a secret recipe for our agency’s success, or a legendary Kentucky Colonel as our mascot, we’re proud to have a name that stands for something special.

AOR News

AOR in the 303

As part of our continuing commitment to the community, AOR is proud to support local initiatives and programs here in Denver. In fact, this November AOR is a sponsoring partner of both the 33rd Starz Denver Film Festival and the Business Marking Association of Colorado's B2B Seen Auction and Event that benefits local charities and causes in our community. Just another way AOR gives back to the city that has given us so much.

To learn more about both of these exciting events, please visit their respective websites: Denver Film Society and B2B Seen: Dancing with the Stars.

Need help? Talk to Katie.

AOR's very own intern, Katie Lau, is moving on. We're all pretty broken up about it, but we want to help her take another step forward in her career. A "people person" through and through, Katie's looking to work at an agency or on the client side in account management. She deftly oversaw AOR's direct mail program, produced our newsletter, pitched in on various accounts and wowed us with her PowerPoint skills.

We strongly encourage you to get in touch with her soon: email katie@thinkaor.com.

Feature

A New Direction for Digital Marketing

The use of new technology isn’t enough to set your brand apart from the competition. Your digital communications will still have to be creative, engaging and relevant if they are to cut through the chaff and reach your targeted audience. With that in mind, here are five new trends to consider when planning your online marketing campaigns:

What’s new isn’t always what’s best. Right now many agencies are experimenting with new, larger ad formats in their online displays. While these are proving to be initially attractive, that’s primarily because the sheer size of their presentations is different than what the audience has seen before. As these oversized ads become the standard, only those campaigns with the strongest messaging will manage to make an impact on the viewer.
Viral video will become an even greater focus. Advertisers now look at viral viewings as a sign that their campaigns are reaching their targeted audience. In response, viral video analytics are growing in sophistication and importance, helping marketers take a more scientific approach to viral campaign planning.
Gaming is becoming more mobile and social. Long gone are the lonely nights of playing Nintendo alone in your parents’ basement. The rise of mobile games like “Doodle Jump” for the iPhone, which allows players to interact with each other while on the go, is bringing gaming to the masses. As this level of interactivity increases, expect more advertisers to engage in the format.
Mobile over online. According to the Mobile Marketing Association, marketers in the United States will spend $2.16 billion in mobile marketing this year, a jump from $1.7 billion in 2009. Why? Mobile lets marketers target by site, phone model, demographics and location. With so many inherent advantages, look for mobile to take in money usually reserved to support online campaigns.
Location. Location. Location. Understandably, consumers are more than a little hesitant to share their location with friends and family, much less marketers. However, with innovative programs allowing for geo-targeting of marketing messages (when in-store, in-aisle or in-proximity), this reluctance may very well begin to wane.

AOR Newsletter

November 2010