May 2009 Newsletter

Feature Story

Companies Raising Economic Morale with Cause-Based Marketing

Oftentimes, it’s the most beneficial campaign ideas that go untapped. Until recent years, cause-based marketing was one such idea, its full potential still hidden away from most eyes. However, following recent trends, many of the best-known brands have shifted their advertising efforts in a way that not only benefit them, but also the community, environment, and those less fortunate. In this stagnant economy when so many people could use a helping hand and public distrust of most corporations is hitting a high note, this marketing trend is spot-on.

Cause-based marketing: the name says it all. It allows companies to market their brand while tying themselves to a good cause. It’s a win-win-win situation. By implementing a cause-based campaign, the company increases sales by building brand awareness, receives more media attention, and gains a reputation with consumers as a caring organization willing to volunteer their time and resources to help. When these companies partner with a non-profit, that organization, in return, receives needed funds and media attention, helping to promote their cause and reach potential supporters. And on top of it all, consumers benefit from all of the time and resources given on their behalf. Everyone wins!

One recent example in the out-of-home advertising industry is KFC’s “Refresh” campaign. Beginning in its hometown, Louisville, KY, KFC set aside the chicken and mashed potatoes to fill potholes the city couldn’t afford to fix. In return, KFC was then able to brand the potholes with a white stamp reading, “Refreshed by KFC,” reminding drivers who they can thank for their newly-smooth roads. Even the Colonel himself made an appearance!

Some companies have even gone so far as to build the very foundation of their business on a central cause. The shoe company TOMS is built on a promise that for every pair of shoes it sells, another pair will be given to a child in need. This year, they expect to donate around 300,000 pairs of shoes. “One for One,” they call it. Talk about marketing with meaning!

In the end, it’s the companies that choose to help when times are rough that people will remember once the economy gets back on its feet. We are in an “age of responsibility,” and those companies who don’t adapt to those changes and participate by doing their part are likely to be left behind.

What's New @ DO

Time Flies When You're Having Fun

Looking back even one year ago, it’s hard to believe DOmedia was the same company it is today. Working from our humble, yet stylish headquarters (cough, garage, cough), we had just enough employees to legally drive in the carpool lane. Okay, so maybe I’m exaggerating a bit, but not by much. In fact, if you’ve been to the site in the past few months and checked out the team photo, you can see the difference for yourself. When we last had our photographer-friend Kyle Widder in to capture the DO essence (only 9 months ago), we were less than half the company we are today. What a difference a year makes.

Along with the team photo, we’ve updated and upgraded a lot in the past year. From fewer than 100 registered companies this time last year, we are now close to breaking the 1000 mark! And armed with feedback from buyers and sellers alike, we’ve made incredible enhancements to the Marketplace by improving the media profiles and search capabilities. Media providers can now include information such as rate card pricing, art/production specs, and DMA information—all of which helps buyers find exactly what they’re looking for!

And last, but most certainly not least, is how DOmedia has grown into the team we are today. Our family of about two-dozen employees now represents Business Development, Client Services, Marketing, and Tech teams. And, of course, our secret weapon: the DOteam members-in-the-making…our enthusiastic and motivated interns.

Yes, it’s safe to say things are constantly changing here at DOmedia, which is exactly how we like it. We are continuously making improvements to our site, our team, and sometimes our brand of coffee. But our goal has and will always remain the same: to simplify the way you buy and sell out-of-home and alternative media.

More exciting, new developments to our evil plan are yet to come, perhaps in the next few months! So don’t miss out, stay tuned for more updates!

Creative Corner

Password Please: Remy Martin Parties Take Advertising to the Next Level of Creative

Things are really getting interesting in the alternative advertising market. Pearl Media, a leader in non-traditional media, recently launched a digital interactive Street Level Billboard Campaign for Remy Martin Champagne Cognac parties being hosted around New York City. Their campaign to increase awareness of exclusive Remy Martin parties brought alternative advertising to the next level.

Pedestrians walking the streets in NYC's fashionable SOHO neighborhood thought a new, hip- looking storefront was an entrance to one of the area’s latest clubs. So well done, onlookers were unable to detect that the new club was just a 3-dimensional prop painted in the seductive colors of black and silver topped off with a handsome wood door.

A sign on the door asking patrons to knock for entrance intrigued onlookers and brought their curiosity to a fevered pitch. When timid and not-so-timid pedestrians finally knocked, they were greeted through a speakeasy-type window by a man asking for a password. The window then closed and text messaging information was provided to obtain a password and locations of Remy Martin parties around town.

If you still aren’t amazed, you should know that the speakeasy window, man and greeting were all accomplished through Pearl Media’s use of video, audio, touch and mobile interactivity. Totally virtual!

Those brave enough to explore the new club were impressed. They laughed, applauded and were amazed with Pearl Media’s interactivity and high tech methods. This place-based media really got noticed and remembered, in all the right ways. That’s something all of us at DOmedia will gladly toast.

And if this brilliant interactive advertising wasn’t already gaining unsurpassed recognition, there is more reason to celebrate. The Remy Martin campaign was recently named as a finalist for the 1st Annual 2009 MediaPost Digital Out-of-Home Media Awards in the category of Best Use Of Technology. To learn about the other finalists and who won the top honor, check out the Digital Out-of-Home Awards site.

In the DOspotlight

Submedia

Picture this: it’s been a long day at work. You’re sitting on the subway with a boring ride ahead of you and nothing to look at but the questionable stain on the seat next to you, the route map on the wall in front of you, or the curious gentleman four seats away who you hope is only sleeping. Oh, and, of course, there are always the old, dark walls of the tunnel system sure to hold your gaze.

While staring aimlessly out into the empty subway walls, your eyes are suddenly presented with a visually tantalizing treat! It appears as though your train has just been transformed into a high-speed movie theater. The train is still racing down the tracks, yet this unexpected presentation is keeping pace the whole way! How is this possible? Just ask Manhattan-based Submedia who is bringing entertainment to the world’s subway systems in the form of out-of-home advertising by working with fellow in-tunnel advertising firm SideTrack Technologies (based in Winnipeg, Canada).

Submedia started out with a seemingly simple yet untapped idea: use the speed of a subway train to turn a series of slightly varying static images posted along the wall into a motion picture. It works much like a flipbook where the combination of speed and varying images give the mind the impression of a moving video. To see one of the advertisements in action or to just get a better understanding of the visual effects, click here.

By providing an advertising medium people actually want to watch, Submedia sets the stage for brands to make an emotional connection with their target audience. Out-of-home media is in the unique position of being part of our physical world. It’s incorporated into our daily lives, right where we live, work and play. When advertisers creatively leverage this presence to engage, entertain, amuse and inform, the effects can be overwhelming.

Submedia client case studies have shown their unique medium creates an incredibly high recall rate amongst its audience—as high as 93% in one case (which was followed only by TV at a staggering 13%)! And like many companies currently in the industry, Submedia is in the process of moving all of its screens to digital, allowing advertisers to change creative throughout the day and reducing waste associated with printing all of those panels.

So, what does the general subway-going crowd think of the ads? Many find them to be a welcomed form of entertainment and actually look forward to it on their commute. With worries about high gas prices and increased pollution from cars crowding the streets, anything that makes subway travel more attractive is a step in the right direction.

To find out more about Submedia, click here.

To find out more about SideTrack Technologies, click here.

Recap of Last Month

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

Last month, DOmedia showed you how a tough economy doesn’t call for less advertising, just more creative advertising! And DOmedia is the perfect place to do just that—from finding the assets you’re looking for to those you don’t even know exist! We’re your one-stop shop for everything out-of-home.

DOmedia also announced the appointment of our new CEO and top dog, Andrew Mansinne. We’re all very excited to welcome in an innovative leader with a strong background in building successful brands!

Speaking of creative advertising, we showcased an example of how a stinky situation can make an incredible advertising campaign with Right Guard’s “pitvertizing.” Love it or hate it, you probably talked about it. Also in the spotlight was NuBoard Media, the in-venue promotion company that can build a brand, drive measurable results and activate your sports sponsorship in a unique way.

To read the full April newsletter, click here.