July 2009 Newsletter

Feature Story

Business Success in Hard Times, Part 2

Article by: Andrew Mansinne, DOmedia CEO & Media Aficionado Extraordinaire

Last month I wrote to you about how we might innovate during these uncertain economic times in order to grow market share, attract new customers, improve customer service and refine our price/value model. Today, I want to let you know that we at DOmedia certainly try to practice what we preach, and I want to share with you—our valued clients—some of the plans we have to help you deliver improved business results.

Through our travels and meetings over the past year or so, we have recognized the need for more targeted and accountable methods to better showcase the value of alternative and out-of-home assets as branding and business solutions. With advertising expenditures down, margins suppressed and both buyer and seller organizations pressured to do more with less, we asked ourselves, “How can we help our clients build their brands, meet client expectations, and deliver expected returns to their stakeholders?” In short, are there ways for DOmedia to improve our customer service, attract new customers and innovate during these tough times?

We certainly think the answer is, “yes”. We believe we can leverage our technology to provide our clients with clear market advantages. These advantages include 24/7 access to planning and analysis tools that, in a balanced and unbiased way, can help buyers and sellers conduct business more efficiently and, ultimately, more profitably. We envision buyers being able to quickly review and analyze a broad range of targeted out-of-home and alternative media solutions. We also anticipate sellers having the same fast, efficient and complete control over what, when and how their media assets are presented to planners and buyers.

We truly believe that we can simplify the process of buying and selling alternative and out-of-home media. We are now working on new products and technology that will soon be available to you. This technology will provide, among many advantages, three broad improvements to our current marketplace of out-of-home and alternative media initiatives:

The right media, in the right place, at the right time  Our analytical tools will provide buyers the ability to better target media vehicles against their specific geographic and demographic needs. We view this process as a way to quickly match the “right” media properties with the appropriate campaign goals, delivering greater value for the media provider and improving efficiency for the media buyer.  

Improved efficiencies = reduced costs and increased margins for all  Through our initial research, planning cycles can be cut from weeks to days.  Multiple RFP revisions can be eliminated (thus saving paper, time and money), and negotiations can focus on delivering added-value services. Further, our technology will have the ability to easily provide for new, powerful inventory management software, allowing media owners comprehensive control and reporting over their inventories.

Improving the value of the client relationship  By reducing or eliminating non-value add activities (such as iterative RFPs, availability tracking, manual price monitoring, and the like) your talented associates spend filling out forms and managing RFPs, they are free to focus on improving the client experience, delivering the customer service levels that are so critical during economic downturns.

We are making these investments in new technology because the time has come to elevate out-of-home and alternative media, establishing them as equally important and truly viable media options. In fact, we see our segment of the media world as very critical today. With television viewership on the decline, newspapers and magazines fighting for their very existence, and radio becoming as fragmented as television, we know that alternative and out-of-home media are uniquely positioned to attract consumers both at point of impact, and at that experiential moment when they are open to a branded message. Our goal at DOmedia is to provide our buying and selling clients with the ability to work more efficiently and profitably together on behalf of their ultimate customer, the consumer.

Thanks for your time, interest and support of DOmedia. We look forward to working with you and will be back next month with more exciting news on our technology development.


Best regards,


Andy Mansinne

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What's New @ DO

Welcome Home Media Buyers!

Once again, a lot has changed at DOmedia in the past month. The changes are obvious before even logging into your account. We’ve created a brand new homepage you can call your own. To get there, simply select “Media Buyer” on the right-hand side of the domedia.com screen. To avoid this step in the future, just bookmark this new page for all of your return visits.  

This new Media Buyer homepage features customized information specific to your needs, as well as quick links to help you DO what you came here to do. Once you log in, you have the option to perform a quick search for media, an advanced search, or manage your account information. Plus, with the “News You Can Use” section, you’ll always be up-to-date on what’s new and exciting here at DO.

And for those visitors new to the site (or even you veterans in need of a refresher course), “How Does It Work” provides a quick introduction to DOmedia as well as an explanation on how our robust search tool works for media buyers.

DOmedia has always rallied around our motto, “alternative media. simplified.”  This means always working toward the best solutions for media buyers and sellers.  But to do so, we’d like to hear from you: what you like, what could be improved, and what you think we’re missing all together!  So shoot us an email at theteam@domedia.com with any and all feedback.  We’d love to hear what you have to say!

Creative Corner

Nationwide Insurance Puts the Pedal to the Metal
to Get Their Message Across the Finish Line

Carl Edwards, Kyle Busch and friends weren’t the only ones driving at this year’s Speed Week in Charlotte, NC. During the popular annual NASCAR event held this past May, Nationwide Insurance drove fans to another finish line: the Nationwide event tent. With a little help from EMC Events, a division of EMC Outdoor Advertising, it was impossible to miss the buzz of excitement around the contest featuring a chance to win a “Meet & Greet” with NASCAR legend Dale Earnhardt Jr.
 
Nationwide used eye-popping props and face-to-face contact to promote the contest to NASCAR fans. Members of EMC’s street marketing team carried huge blue and white inflatable balloons branded with the message, “Win A Chance to Meet Dale Earnhardt Jr.,” throughout the event. Continuing the campaign message, team members rode specially outfitted backlit recumbent bicycles, allowing Nationwide to extend its promotion well into the night.  
 
As the inflatable messages floated above the crowds, visitors were also presented with VIP lanyard passes, branded backpacks and the directions to Nationwide’s registration tent. Reaching consumers through a variety of entertaining media and face-to-face contact really helped drive contest traffic throughout the event.  
 
Nationwide was able to collect valuable consumer information from thousands of audience members by creating a fun and engaging promotion for Speed Week fans. With numerous messages reaching consumers from so many directions, taking this fun promotion to the streets earned Nationwide Insurance, a longtime NASCAR sponsor, the winning checkered flag.

In the DOspotlight

Entry Media

For more than a decade, Entry Media has been putting a new “spin” on out-of-home advertising . . . literally! Using customizable multi-patented advertising sleeves (cleverly coined as AdSleeves®), Entry Media has developed an effective way to reach consumers by placing ads on turnstile bars in locations ranging from NFL stadiums to college arenas to subway systems and everything in between.

Every year, billions of consumers walk through the entrances to stadiums, fairs, amusement parks, subways and venues of all kinds, making these high-traffic areas the perfect opportunity to reach and influence a targeted audience. And the turnstile ads are nearly impossible to miss since consumers must literally reach out and grab the ad to enter the venue.

With a recall rate of 66.7%, turnstile ads are more likely to be remembered by consumers than any other facility signage! And because Entry Media is the only provider of its kind, it can ensure a brand complete exclusivity on the turnstile space. No competition, impressive consumer recall, and only located in high-traffic areas. Advertising Age said it best, “AdSleeves® make turnstiles a successful ad medium.”
 

To learn more about Entry Media, click here.

Tip of the Month

Here at DOmedia, our goal is to make the process of finding the right out-of-home and alternative media for your needs as simple as possible. One way we’re doing that is by letting you in on a useful tip or trick every month, making your DOmedia experience as beneficial as we can. Have a question you’d like to see answered in the next month’s edition? Email us at theteam@domedia.com or call us at 866.939.3663.

Dynamic Filters

Finding exactly what you need is easy through DOmedia. Begin by searching the DOmedia Marketplace right away using the Quick Search box on the homepage. Just enter a keyword and/or location to see which items match your criteria. Then you can use the dynamic filters on the left-hand side of the search results page to narrow down your options even further. You can even see how many of your search results fall into each category and venue, then filter out accordingly.

When you see something that piques your interest, click on the Title to view complete information on that listing (including location details, images, DEC, contact info & more).

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Recap of Last Month

What? You Missed the Last Issue?
It’s Okay, Here’s The Recap!

In last month’s edition, DOmedia CEO, Andrew Mansinne, explained that a slow economy doesn’t mean the success of your business must slow down as well. In fact, recessions can sometimes prove to be the perfect opportunity for growth . . . if you know where to look!

DOmedia also announced the exciting new addition to our team, Jeff Bell, as company chairman. Jeff brings with him years of experience leading award-winning campaigns for some of the biggest brands in the country! Welcome aboard, Jeff!

Next, we highlighted GoMobile for its creative experiential campaign used to launch Miller Chill. Also highlighted was Reactive, the out-of-home digital signage company using interactive technology to engage consumers.

To read the full June newsletter, click here.

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DO You Tweet?

Follow Us!

Welcome to the DOmedia Twitter page! From site features and enhancements to Q&A support, we'll keep you up-to-date on all things DOmedia. Let's tweet! www.twitter.com/domedia

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