Jim Huebner Hmmm V13

YOU ASKED FOR IT

"You want a friend in Washington?Get a dog."

—Harry S. Truman

August 28, 2012SUBWAY BUZZ, COSTLY MOVES

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

• Subway topped the mid-year rankings in YouGov’s U.S. BUZZ RANKINGS, according to BrandChannel. For the third year in a row, Subway received more buzz than any other brand—most likely due in part to their consistent tie-in of successful athletes to their products. Others on the list included Cheerios, Amazon, History Channel, Ford, Discover Channel, Lowe’s, Olive Garden, You Tube and Google.

• After 50 years in use, the Avis line “We Try Harder” has been traded in for a new line: “It’s Your Space.” Good move? It all depends. The old line certainly conveyed a specific, differentiating idea about the company, but the new line could better resonate with today’s culture. However, if they’re thinking “it’s your space” means they don’t need to “try harder” anymore, the move could be costly.

• And while we’re on “costly moves”, did you know that Buzz Lightyear’s original name was Lunar Larry?

It’s a little hard to imagine that Pixar would have sold 25 million action figures if they had gone with Larry instead of Buzz. Definitely a costly move avoided there.

Larry?

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...

Drove by thisrestaurant recently...

put it in my“NOT SO APTLY NAMED

RESTAURANTS” file.

© 2012 Hmmm by Jim Huebner

For nearly a decade, we’ve watched the effectiveness of our web marketing efforts become more sophisticated, more exact, and—fortunately for our clients—improve dramatically year after year. But I must say—what is happening on the mobile advertising front right now is incredible, and we’ve experienced it first hand. Here’s how...

Thanks to my crack staff, we always have our clients’ web analytics at our fingertips when we need it. So, I grabbed our most recent analytics report for a client the other day, and I began my regular perusal of the results for the period. They showed nice, solid increases for impressions, clicks, click-through-rate, conversions (which is what we REALLY take seriously - these are typically serious buyers) and conversion rates. Everything looked good, resulting in a strong ROI of more than 700%.

And then I looked at our mobile advertising numbers.

Most of the numbers were very similar to the PC advertising numbers. Impressions were about the same, and so were clicks, click-through-rate, conversions and even the conversion rate. But when I looked at the ROI—what kind of conversions we experienced per what we spent—it was off the charts! Over the last several months, our mobile advertising campaigns produced more than a 6,500% in ROI...and while I had my ideas about why such a phenomenon was occurring, I HAD to hear it straight from HuebnerPetersen’s resident expert,

Bethany Grabher, our Director of Account Services.

Bethany explained that marketers just STILL haven’t grabbed on to mobile advertising yet, so the price of admission is still really, really low. And that basically explained it. Lower demand than PC SEM meant lower prices for those willing to jump in to mobile. How long will results like this last? If the buzz circulating around the web about mobile is any indication, it won’t last much longer. I visited eMarketer.com today for a quick sampling of exactly how much attention mobile is getting, and about half of all articles were related to mobile advertising.

So for marketers who are looking to maximize their marketing ROI like they’ve never maximized it before, you might want to hurry. Mobile is definitely...on the move.

Jim Huebner is President of HuebnerPetersen Marketing Communications.The firm was established in 1989 and specializes in helping make manufacturers heroes to their dealer and distribution networks through strategic brand positioning, integrated marketing, and front lines marketing services. You can reach Jim at [email protected] or on LinkedIn.

WORDS TOLIVE BY

So then let us pursue the things which make for

peace and the building up of one another.

–Romans 15:19

Mobile is...well...on the move

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

Don’t panic that you missed the

mobile marketing boom!

Just settle down and give me a call...holy cow!