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Contributed by Lora Stead

This year, UDOT’s Zero Fatalities program hopes we will all get not only a little older, but a little bit wiser too. At the Safe Kid’s Fair this Saturday, you’ll get to participate in some fun activities designed to teach your family how to make it home safely every day.

At the Zero Fatalities booth, your child can strike a pose and take a personal photo next to banners showcasing road safety signs. Whether walking, biking, or driving in a vehicle, these signs, installed by UDOT, teach road safety to all ages. And of course we will give out our popular backpacks to kids who promise to always buckle up!

Come visit us at the Safe Kids Fair this Saturday, March 2, from 9 a.m. – 8 p.m. at the South Towne Exposition Center, located at 9575 South State Street in Sandy. Bring a camera to snap a photo, take home a backpack in this year’s new color and leave a bit wiser than when you arrived. Admission is free!

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The term digital marketing is ambiguous and leaves CMOs wondering what it is. To resolve this confusion, I propose a radical idea:

Digital marketing in 2013 is content creation.

If brands really want to be noticed and talked about online, it is not enough to run some banner ads and write Facebook posts. Some examples of digital media in 2013 are:

  • Sponsored Buzzfeed content. Buzzfeed is capturing the convergence of trending stories and brands that want to make a splash. Its 20 million unique visitors are an attractive prospect for advertisers, who can pay to have their content run on BuzzFeed’s popular site.
  • Google+ hangouts. Although Google+ may be considered a ghost town in the social media world, Google+ hangouts are the new way to host webinars.
  • Hashtags in commercials. Advertisers need to go beyond the single touchpoint of a 30-second ad and create a conversation about their product/brand. Big brands get this, as more than half of the commercials in the 2013 Super Bowl included hashtags.
  • Sharing tools like Vine. Static tweets and photo Facebook posts are losing steam in 2013. Brands need to embrace new trendy tools like Vine, which allows you to create a six-second video. For an example, Taco Bell unveiled its Cool Ranch Doritos Locos Taco using a Vine.
  • Infographics. These graphics do more for SEO and link-building than any other form of content on the web. Good infographics give your company clout and are visually appealing ways to get your message out.

According to a comScore study, 74 percent of small businesses are planning to increase their content marketing in 2013. The shift is inevitable for brands looking to create a dialogue with their consumer. Are you ready?

Image via eMarketer

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The season of love is here. Since we can’t buy all of our blog readers candy and flowers, we’ve decided to tell you how much we all love our jobs. You’re welcome.

Really though, PPBH is a remarkable place to work. We all truly love what we do and what better day than Valentine’s Day to share a little of that love with you? Here are some of the things we love about working at PPBH:

“I love my job is because I get to start with a blank piece of paper every day. We get to create concepts and campaigns that were never here before. Not many people have jobs like that. I feel very lucky.” — Chuck Penna, CEO and founding partner

“I love being able to do something different every day. No two days are the same and it never gets boring around here!” — Crystal McMillan, account coordinator

“I love my job because I work in a collaborative environment, because I get to stay at the forefront of technology and because I have coworkers who do the same. I also love all of the free Harmons food – especially the granola.” — Jason Alleger, digital media planner

“I love my job for its phrenetic pace and constant change, because I get to work with clients’ programs and products that really make a positive difference in people’s lives, the sheer variety of challenges and the limitless communication tools I get to use to address them, and finally, because I get to work with the smartest, funniest, most creative team of people who inspire me every single day!” — Stephanie Miller, public relations director

“I love making a difference in families’ lives by helping people develop safe road behaviors. It’s the best feeling having a teen or parent come up after a presentation and say they are forever changed because of the education they received.” — Lora Hudson, Zero Fatalities outreach coordinator

“I love exploring new frontiers for the agency and our clients, and providing successful solutions.” — Mitch Vice, interactive director

“I love my job because I learn new things every day and I get to be creative. There are always new kinds of problems that give me the opportunity to think of creative solutions. It’s nice to have so many resources available to make the solutions a reality. I also  love my clients. I’ve known some of them long enough that I consider them good friends and mentors.” — Julene Thompson, account manager

“I love my job because of the people I work with. It’s great knowing that you work alongside people with a high standard of excellence who can still find humor in a bear-riding meme.” — Christie Clark, advertising account coordinator

“I love my job because it’s fun to go to work everyday and help solve problems for clients.  It’s great to see them succeed and make connections with their audience.  What’s even better is accomplishing these things alongside really smart, dedicated and motivated people. ” — Marc Stryker, media director

“I love making a client’s image improve. It is so rewarding to know you’ve helped a company create a professional brand. I also love that PPBH enables us to be so involved with the community. It is fun to see something on the news and know you were part of it!” — Christine Menges, advertising director

And I love my job because it is truly a wonderful feeling to wake up every morning excited to go to work and really love what you do. No matter how stressful my job can be at times, I would never trade my co-workers or clients for anything. I also love that I get to work with reporters and editors from every outlet and that I can put my news background to good use. PPBH gives me the best of both worlds and I can’t think of a better place to work.

Happy Valentine’s Day!

 

 

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By Natalie Parker, PPBH media intern

The battle marches on between Rentrak and Nielsen as Rentrak gains more momentum in the TV ratings world. The question remains, how do they compare? We did a little investigating of our own into what the ratings are really telling us.

We looked at Monday through Friday household ratings in November 2012 for the local Utah TV stations. What we found was Rentrak’s ratings and audience projections tended to be higher than Nielsen’s in every daypart except for primetime and late-night, in which Nielsen showed higher ratings for a couple of stations. This could simply be due to the larger household count that Rentrak has compared to Nielsen. In the Salt Lake City DMA, Nielsen tracks 410 homes, while Rentrak monitors more than 50,000 DISH satellite households. Another possibility is that DISH Network households simply watch more TV. Or, it could be that Nielsen, because of its lower household tracking numbers, struggles to get an accurate look at the ratings and aims either too high or too low. On the other hand, maybe Rentrak swings higher because it is monitoring cable boxes and perhaps cannot tell when the cable box is left on when the TV is off. There are a number of possible explanations.

Though Rentrak’s numbers appeared to be higher in most cases, both tell us the same story: the trends between stations were the same. Both told us that KUTV (CBS affiliate) was getting the highest household ratings in November 2012. Both knew that KTVX (ABC affiliate) is lowest in the ratings, but that KSTU (FOX affiliate) is picking up more momentum as we dive further into 2013.

 

     

So in this media analyst’s opinion, it would be as if you were comparing the US dollar to the Euro. They both can buy the loaf of bread that you need, but one is more inflated than the other. A delicious $2.20 sourdough baguette from your local Harmons Grocery store would cost only €1.65 in France. Whichever currency you use, you still get your loaf of bread. One may seem to be more expensive, but it is all relative. Same with the ratings: Rentrak’s tend to seem higher than Nielsen, but in reality both are telling you the viewership levels that each station can deliver.

Well, it looks like today’s fight ends in a toss-up conclusion. It is still anybody’s game out there. Nielsen still has a firm grasp on the ratings market, but Rentrak is steadily gaining yardage as more and more stations, agencies and media buyers jump aboard the Rentrak wagon.

 

Natalie Parker is an intern in PPBH’s media department. She graduates this spring from Brigham Young University with a bachelor of arts in communication, with an emphasis in advertising/media planning. 

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We recently discovered the Web Archive, an organization that has been indexing the Internet since 1996. We took a stroll down memory lane and discovered a gem I wrote in 2004 discussing the economic downturn.

Surviving the economic slump of the early 2000s has helped fortify the thoughts I wrote then while experiencing it.

STRATEGIC MARKETING DURING TOUGH ECONOMIC TIMES

Written by Mike Brian, October 2004

It has been my experience that many companies follow a pattern of “damage control marketing” during tough economic times by limiting, if not totally depleting, their marketing budgets during what appears to be a spending lull. However, such unsubstantiated budget trimming may actually result in missed marketing opportunities that can only be taken advantage of during a slower economy. It is quite possible that the optimal time to get a jump on market share is when competitors are lethargic and passive in their marketing efforts, opening the door to successful and economically sound strategic marketing campaigns amidst a sluggish economy.

Evaluate Your Current Strategy
The first step in the process of determining if your company is ripe for growth during slow economic times is to evaluate your current position. Are you “just getting by” during the economic slump? When it comes to your marketing plan, are you in a “maintenance phase” due to budget cuts and producing stagnating results? In the past, marketing and advertising budgets have been the first to go when the belt is tightened, but navigating your company through tough economic times requires strategic planning. When you first identify a downward shift in the economy, be aware that your target market may be soft and its leadership position could be up for grabs. In this case, there is no better time to gain market share by properly maintaining and tactically expending your marketing budget.

Identify and Target Desired Market Share Position
If you have been in a maintenance pattern, invest some research dollars to update your knowledge of your target audience. With this information in hand, you’ll be able to intelligently establish an aggressive marketing plan to accurately communicate with this target population, draw them to your company’s strongest assets and motivate their future spending. Your research dollars will serve as an investment, allowing you to more specifically target your messaging to your core audience and subsequently expand their knowledge of and confidence in your company, its products and services.

What the Future Holds
When the economy is restored and consumers return to their normal buying patterns, they are likely to be very risk-sensitive and will concentrate their spending on companies, products and services that they perceive to be strong and established in order to reduce or eliminate that risk. Because of your strategic marketing efforts during the lackluster economy, you will be positioned as a viable, if not preferred, option. This strategy may require you to avoid employing a conservative tactic while planning marketing expenditures, but keep in mind that the amount of money you spend winning market share in a sluggish economy is considerably less than would be required during peak seasons. You will, in fact, be saving money in the long run and investing in the future growth of your company.

In conclusion, the reality of a sluggish economy could actually provide the ideal opportunity to capture maximum market share. What’s more, as the economy starts to rebound, companies that have reacted strategically and assumed leadership positions by activating their marketing budgets prior to economic resurgence will begin to reap the rewards and will enter the new economy on a positive note.

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Contributed by Patty Clark

Another big year for advertising in the Super Bowl. While the slapstick, booty-filled, overdone commercials don’t do much for me, there were a few commercials worth mentioning, for better or for worse.

 

Prom

Everyone at our agency seemed to love the Audi commercial. It had a strong strategy statement plus a moment most guys can relate with.

 

Amy Poehler

http://www.youtube.com/watch?v=y9g5zaJ4bIM&feature=youtu.be

Best Buy’s celebrity power paid off. Amy Poehler could even make “why the chicken crossed the road” jokes funny.

 

Gangnam Style Pistachios

http://www.youtube.com/watch?v=3yFyy-n27cQ

What the… ? And that’s all the commentary I have for that.

 

Brotherhood

Apparently, a lot of people loved the Clydesdales Budweiser commercials. But it felt like a bad Hallmark movie to me. My coworkers say I have a cold heart but I make no apologies.

 

Get In, Get Happy

http://www.youtube.com/watch?v=9H0xPWAtaa8

Another great Super Bowl year for Volkswagen. I loved the “Get in. Get Happy.” campaign. From the YouTube montage to the Jamaican from Minnesota, they nailed it. I almost feel a little bad for all of Hyundai’s commercials being overshadowed by Volkswagen.

 

God Made a Farmer

This was simply yet beautifully shot. But there’s been a bit of talk about this commercial. According to Jalopnik.com, it seems Ram ripped the idea from someone else. There was also a huge Twitter debate about the lack of diversity.

 

Whisper Fight

http://www.youtube.com/watch?v=6kMWLYYcAYw

This commercial had a simple idea with an awesome execution. Just like Oreos.

 

Bad Dog, Good Volkswagen

http://www.youtube.com/watch?v=WQ5ir7PaoZA

Cats are to YouTube as dogs are to the Super Bowl. While I, for one, am sick of dogs, Jetta did a good job with this overhashed theme. Funny concept, relatable and even somewhat related to the product.

 

Perfect Match

http://www.youtube.com/watch?v=o-3j4-4N3Ng

This is the commercial that we all love to hate, but of course can’t help but talk about.

 

Viva Young

http://www.youtube.com/watch?v=y6faRR9sIVA

Old people and babies seem to strike the funny bone in the Super Bowl. Taco Bell’s mashup of riotous living with senior citizens is a winner.

 

Honorable Mentions

GoPro Dubstep Baby, Tide Stain Saver, Mercedes-Benz Soul, Jeep Whole Again.

 

What were your favorites?

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