YOU ASKED FOR IT

Don’t tell me the sky is the limitwhen there are footprints on the moon!

—Unknown

June 11, 2014TRUSTED ADS, LADIES GONE HOG WILD

BRAND OBSERVATIONS OF THE DAYFrom my random collection of info sources, here are some highlights related to the brands of our times...

• Contrary to John Wanamaker’s legendary statement, “Half of my advertising is wasted; I just don’t know which half,” a Vision One Research study shows that, in reality, only 30% is wasted...and in some cases, even less. I guess AT&T, Verizon and T-Mobile can rest a little easier knowing that only $1.1 BILLION of the money they spend on advertising is completely wasted.

• I ran across Nielsen’s 2013 Global Trust in Advertising report, and it totally explains why Amazon’s trust level is so high. When asked, “To what extent do you trust the following forms of advertising?,” consumers reported that they “Trust Completely” or “Somewhat Trust” as follows...

-Recommendations from people I know... 84%-Branded Websites... 69%-Consumer opinions posted online... 68%-Editorial content/newspaper articles... 67%-Ads on TV... 62%-Brand sponsorships... 61%-Newspaper ads... 61%-Ads in magazines... 60%-Outdoor Advertising... 57%-Radio ads... 57%...and the least trusted?...-Text ads on mobile phones... 37%

• The Motorcycle Industry Council reported that women now purchase 12% of all motorcycles—up 30% over the last decade. And Harley-Davidson claims to have 62% of that market (ladies.) My question is this: With more women bringing home the bacon, does it surprise anyone that they’re also bringing home more hogs? (heh!)

JIM HUEBNERj i m h @ h u e b n e r p e t e r s e n . c o m

C E L L U L A RT E L E P H O N E970-420-3382

Hmmm.

Brought to you by popular demand of a client, my mom, and some folks I met at a church potluck

From the remaining gray matter of Jim Huebner

Information that will make you smile, groan or think...

This may actually work.Think about it...

How often do yousee a bald Shriner?

© 2014 Hmmm by Jim Huebner

15 questions every marketer needs to answer

...and on its way to the HuebnerPetersen blog...! PAGE2

Take all of the traditional marketing methods (those that existed twenty years ago and earlier). Combine that with all of the new marketing methods. It’s no wonder marketers can feel overwhelmed with the options and directional decisions they need to make.

The plethora of marketing options can be a little like water without a hose. To realize their impact, they need direction and purpose. This is precisely why we recommend first answering the hows-and-whats of your marketing program, and then—and only then—answering the whos-and-whens with the construction of a “roadmap” based on your answers. Branding thought-leader, David Aaker, recently discussed research conducted by the Marketing Science Institute that uncovered the top priorities of marketers from 75 major firms. Under six distinct marketing challenge categories, here are some of the top questions we should all be answering to guide our efforts...

YOUR CUSTOMER• What is the purchase path and how is

it changing?• How will customer engagement be

defined and measured?

USING DATA• How should data be gathered,

analyzed, and utilized?• How will social data be harnessed for

insights?

MARKETING ACCOUNTABILITY• How will we measure short-term

response and long-term brand building?

• How will we measure the ROI of our internal and external marketing activities?

• How will we create a customer-centric culture?

LEVERAGING DIGITAL• What are the goals for websites, search

campaigns, online ads, promotions and social media engagement?

• How should mobile and social media marketing be linked to CRM?

• How will we use digital for insights?

CREATING CUSTOMER VALUE• How will customer product

perceptions be measured?• How will customer lifetime value be

used in marketing decision making?• What will be our policies on

promotional pricing?

INTEGRATED MARKETING• How will it be delivered and who will

be responsible for delivering integrated marketing communication (IMC)?

• What are the boundaries of the “full range” of consumer contacts and touchpoints with our brand?

Jim Huebner is President of HuebnerPetersen Integrated Marketing.The firm was established in 1989 and specializes in making companies heroes to their distribution channels through strategic brand positioning, integrated marketing, and front lines marketing services. You can reach Jim at jimh@HuebnerPetersen.com or on LinkedIn. For “Hmmm” archives, CLICK HERE

WORDS TO

LIVE BY

Where your

treasure is,

there your heart

will be also.

–Matthew 6:21 (NASB)