September Newsletter Articles Archive

Digital Post Office?

Posted September 2, 2010 By s.applegate

In the fifties and sixties, people couldn’t imagine a world without milk deliveries. Just like it’s hard to imagine life without mail carriers today. It’s time. Thinking of it from both a marketer’s and consumer’s perspective, it would rid the world of spam forever and who wouldn’t love that, (aside from spammers)?

At the United States Postal Service’s (USPS) Innovation Symposium last month, some of their largest customers stressed the need for the post office to start playing in the digital sandbox. It makes sense from a practical and financial standpoint – the U.S. Postal Service reported a net loss of nearly $2.5 billion for June 2010, an increase from the $1.3 billion reported in the same period last year.

Selfishly, a government sponsored entity would be able to get the ISP’s to support uniform standards for allowing rich media back in the email inbox. While there are a few reputable Email Service Providers (ESPs) that have great certification programs, the USPS could standardize this tomorrow.

They could even provide the non-profit senders a discounted rate like they already do for mail. If you give Disney, Macy’s, Target, Wal-Mart, and all the other major direct to consumer marketers an ability to use JavaScript in the email inbox, it could vitalize the ‘honest broker’ role the USPS plays today…and kill all the spammers overnight. What ISP wouldn’t want this…other than Google?

For more information or help with your media planning and buying needs, contact Applegate Media Group at 887.515.5557 or

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2010 Holiday Marketing

Posted September 2, 2010 By s.applegate

The smart marketers are probably doing a number different things this year, but we believe segmentation will play a larger role than ever before. To help marketers with that, the Simmons Retail Shopper segmentation targeting system details six individual segments of shoppers that marketers need to consider:

Virtual Shoppers: Twenty-six percent, the majority of this American consumer segment, go for the bargains and use the Internet to help find discounts. Interestingly, one of the Mosaic USA2 types that indexes the highest for this particular segment is America’s Wealthiest.

Status Strivers: Twenty percent think that shopping is fun and recreational; they like to browse as much as buy, and they’re willing to spend the money and time necessary to keep up with trends. In contrast to Virtual Shoppers, the Mosaic USA types that comprise this segment include several lower-income groups, revealing the aspirational nature of status striving.

Upscale Clicks: Seventeen percent of shoppers in America are knowledgeable consumers who buy either in-store or online, always carefully research purchases online first, and shop around and compare prices before buying. Several suburban and urban Mosaic USA types make a strong showing in this group.

Just the Essentials: Fourteen percent of Americans make up this group of consumers who primarily purchase necessities; they know what they want and are not impulsive shoppers. In contrast to Upscale Clicks, rural types make a strong showing for this segment.

Original Traditionalists: Thirteen percent are loyal to their brands, stores, services and country. They’re knowledgeable, are the most environmentally responsible group, and incorporate green practices on a regular basis.

Mall Maniacs: Ten percent of shoppers in America are not just consumers; they’re “try-sumers.” They like to try new products, stores and styles and connect and interact with preferred brands, and shopping brings enjoyment to them. As revealed below in our ethnicity section, Hispanic Mosaic USA types index strongly for this segment.

Even though sales projections for this year’s holiday season are modest at best, the consumer marketing machines may actually appear “noisier” than in years past as budget dollars are deployed in a much more concentrated, holistic way against only the best prospects for a brand.

For more information or help aligning your strategy and tactics, contact Applegate Media Group at 887.515.5557 or

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The Resurgence of Radio

Posted September 2, 2010 By s.applegate

According to a recent report from Katz Media Group, spot radio sales for the third quarter are up 15 percent over last year and there’s no sign of slowing down in the fourth quarter, pacing at 50 percent growth based on business booked to date. Six of the seven reported category are showing double digit increases:

From a geographic perspective, the West region, while still showing increases, trails the other reported regions.

While this is obvious great news for the radio industry, we believe it’s simply a reflection of the long overdue alignment between smart marketers and the industry itself since radio begins to more effectively leverage their various multi-platform delivery opportunities.

For more information or help to jump-start your media plan, contact Applegate Media Group at 887.515.5557 or

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Best Ever Social Media Campaigns

Posted September 2, 2010 By s.applegate

Social media is just a tool to make creating a viral or buzz-worthy campaign easier. You have to have a compelling and interesting enough message that make recipients want to share with a friend. Here’s the top 5 from Forbes list of 20:

#1 “The Blair Witch Project” 1999

Movie site Box Office Mojo reports that the film made more than $29 million during its first week of wide release. It has generated about $249 million to date worldwide.

#2 Blendtec: Will it Blend? 2006

According to Jeff Robe, Blendtec’s director of marketing, the videos have done more than boost awareness of Blendtec blenders. Home sales of blenders have increased 700% since November 2006.

#3 Old Spice “Smell Like a Man, Man.” 2010

Old Spice spokesman Isaiah Mustafa was popular in TV commercials, but what really made this campaign an interactive hit was the recent Web-based element with Mustafa responding to questions submitted by fans on Twitter and other social media outlets in as many as 180 Web videos this summer.

#4 Burger King: “Subservient Chicken” 2004

Created to promote their TenderCrisp Sandwich, the website received 15 million hits in the first five days.

#5 Pepsi Refresh 2010

This campaign gives people the chance to obtain funding for charitable ideas. The idea(s) with the most votes wins. The Forbes judges highlighted the use of “Refresh” as a way for Pepsi to push toward a new identity while still maintaining its youthful image.

Personally, I liked OfficeMax: “Elf Yourself” but that only ranked #7 on Forbes list, even though it managed to create 122 million elves during the 2006 holiday season! What was your favorite social media campaign?

For more information or help with your media planning and buying needs, contact Applegate Media Group at 887.515.5557 or

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