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Monthly Archives: June 2009

With the official start of Summer this Sunday, June 21 at 1:45 AM EST (yes we’re counting down the minutes), we thought it’d be nice to give our readers some first day of Summer fun facts!

  • The first day of Summer (or first day of Solstice) is typically the longest day of the year.
  • For years 2009 and 2013 the first day of Summer actually occurs a day earlier on June 20 for people in the Mountain and Pacific time zones.
  • San Francisco has FOUR longest days a year, from June 19-22, occurring before, during, and after the solstice, with the same minutes of daylight.

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    The changing of the seasons has an effect on all of us, and often times is associated with new advertising campaigns. This interesting ClickZ article describes how some of the big summer campaigns are tied to seasonal products, such as the promotion of Lands’ End swimwear line on NBC’s “I’m a Celebrity..Get Me Out of Here” (Speidi in Lands’ End?).

    How is your advertising campaign changing with the seasons?

    Advertisements

    As a special treat for the Advertise.com team members as well as our local clients and partners, we set out on a wonderful sunset yacht cruise around the Marina Del Rey harbor in Los Angeles.  What’s better than a night of yummy hours’ dourves, great music, a bustling casino floor and of course an open bar!

    We all had a great time helping celebrating our new brand as well as the exciting new advertising platforms that are forthcoming: Display Management, a CPA Platform and SEM Management.

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    It seems that “cutting back” is a strong t heme in our society right now; Cut back hours in front of your TV (ESPN I’ll miss you), cut back calories (pizza doesn’t have calories right?), cut back your spending (no more Starbucks lattes). Where does it end? Unfortunately, it hasn’t ended for many businesses and often means cutting budgets. Noah Mallin wrote a great article on “Advertising in a Recession” for SearchViews and cited a well known fact in the business and marketing world – During an economic downturn, you increase your budget. The New Yorker article Noah mentions does in fact outlines this idea and the proof that it works. However, for many, this is not a possible option and instead you must embrace the budget cut backs. So what do you do?

    Well, instead of decreasing your ad spend, you need to focus on how to MAXIMIZE it. Most likely you’ve heard magic business words like “streamlining” and “optimizing” flying around the office lately, but none of them are quite as important as maximizing, because this means not only being as efficient as possible, but GETTING the MOST out of those efficient decisions. This is something we (Advertise.com staffers) hear every day, and we strongly believe in it! Not because we’ve been “drinking the Kool-Aid,” but because we’ve seen it work for companies time and time again. In fact, we’ve helped to make it work.

    So before you start slicing things off your ad spending list and imagining the hours of overtime you’ll have to put in, in order to handle the growing workload, consider these best practices:

    ·   Consolidate- It’s time to cut losing campaigns and focus on what performs.  

    ·   Centralize- Using SEM tools as well as other softwares that allow you to observe and manage your campaigns from one place makes management more efficient and profitable.

    ·   Optimize- Work with publishers to help remove low performing traffic sources as well as increase exposure on the sources that do perform well.  

    Noah summed it up nicely when he said, “In a recession it’s important to get as much out of each effort as possible.” So true.

    I’m still not cutting back the pizza though…