Actionable Insights From APT's Retail Practice
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I Remember When…

June 4th, 2010 | Posted by JMarek in Marketing & Media - (Comments Off on I Remember When…)

.. newspapers were used to market restaurants and retail stores.  Now, here’s an example where an In-and-Out Burger gift card is being used to sell the LA Times.  Not good, the newspaper business these days.

Searching for Mother’s Day Dinner

May 11th, 2010 | Posted by JMarek in Marketing & Media - (Comments Off on Searching for Mother’s Day Dinner)

From Google, via Eater.com, here’s a fascinating table of “hot” search trends around dinnertime on Mother’s Day.  6 of the top 20 are for chain restaurants.

Though anecdotal, this is the best evidence I’ve seen of ability of Search impact to drive restaurant traffic.  Many of the best retailers are already testing to quantify the impact of online ads on in-store sales (see our whitepaper).  Will restaurants catch up?

“Trouble” with TV Ads

April 27th, 2010 | Posted by JMarek in Marketing & Media - (Comments Off on “Trouble” with TV Ads)
Still From "Trouble" Ad

Still From “Trouble” Ad

On the radio on my way into work this morning, they were playing the song “Trouble” by Ray LaMontagne.  Ray is coming to town, and the station was giving away tickets to the first caller who could identify which company has a current TV ad featuring this song.

The amazing part is that 5 callers dialed in who has clearly seen the ad.  Some described the cute dog.  They loved the ad, which has even gone viral online.  The radio station’s demos are perfect for the company’s concept.  But the first 4 callers guessed the wrong company.  3 of the 4 weren’t even in the right industry.

We do a lot of media effectiveness analysis at APT.  Sometimes we see strong lift and high ROI.  Many times we don’t.  When we don’t, we often get pushback from the client that boils down to:  “people loved the ad, so it must have worked”.  Here’s a good object lesson to the contrary.

(BTW, you can find the TV ad here on YouTube.)

SNL: The Girl Scout Cookie Business Model

April 27th, 2010 | Posted by JMarek in Marketing & Media - (Comments Off on SNL: The Girl Scout Cookie Business Model)

Slightly geeky humor about food economics…  we like that.  This did get me thinking – are Girl Scout Cookies the ultimate LTO?

Tweet to Eat

April 16th, 2010 | Posted by JMarek in Marketing & Media - (Comments Off on Tweet to Eat)

“Tweet to Eat” is a neat little campaign from Subway, linking Twitter, TV spots, and celebrity sponsorship.  A cool mix of media that we haven’t seen before, especially in conjunction with the likely PR bump from being a leader here.

We see a lot of companies, mostly retailers, analyzing “online-to-store” activity these days.  Haven’t seen anyone really quantify the social media effect on real life sales yet, but the day is coming.