MarketingSherpa.com

#1. SherpaBlog: Research Data on Ads People Love vs Ads That Work

It's fun being at Sherpa because we often get to see new study data before anyone else. This week, Anderson Analytics
pre-released their new GenX2Z College Brand Study results to us exclusively. (See link below to three charts from the study.)

They track which brands, ads and Web sites college students name as their "favorite." Results:

o Web: MySpace unexpectedly leapfrogged to number one, past FaceBook and YouTube.

o Brands: Nike is the most beloved brand for the second year in a row. Coke plummeted from number two in 2005 to 15 in 2006. Express and Apple each moved up substantially from the bottom to the middle of the top 15 pack.

o TV ads: The most popular commercials -- Geico, Miller, CitiBank, Volkswagen -- were all chosen by students because they were the funniest. Humorous creative equals a home run in the college crowd.

Or does it?

Thing is, humor doesn't equal loyalty. 2005's most beloved Web site CollegeHumor.com was demoted to number four this year.

Humor also doesn't equal purchasing. None of the top brands named by students produce humorous ads. (And, according to MarketingSherpa's own 2005 study of IT professionals' reactions to online ads, they loved to click on humorous banners but it didn't affect their ultimate buying decision.)

Last week I was considering this data when I ran across USA Today's most recent Ad Track report.

As you may know, the weekly report conducted in partnership with Harris Interactive, asks more than 3,500 consumers whether they like a TV ad or not ... and if they think it's effective.

Last week's study was about Hyundai's Sonata ads. Reportedly, consumers thought these ads were 55% less effective than other ads on TV.

Here's the thing, consumers are buying 44% more Sonatas this year compared to last year. USA Today's reporter was mystified by this.

I wasn't.

Thing is, the ads and marketing creative consumers like -- or what they think is really funny -- is not always (or sometimes ever) going to be the ad that moves the purchase needle. Plus, of course, the ad your own marketing team likes the most won't necessarily come out on top either.

No one's gut -- neither your creative team's nor end consumers'
-- can tell you which ads will really work. Only testing can.

Which, pretty much sums up my entire marketing philosophy.

Three useful links related to this blog:
#1. Got any data of your own on what people like versus what really works? Post it to this blog's comments online at:
http://www.marketingsherpa.com/article.php?ident=29737

#2. Three handy charts with more details on Anderson Analytics' study:
http://www.marketingsherpa.com/cs/anderson/genx2z.pdf

#3. USA Today's Hyundai data:
http://www.usatoday.com/money/advertising/adtrack/2006-10-08-track-hyundai_x.htm

Anne Holland, President
Feedback(at)marketingSherpa(dot)com
MarketingSherpa, Inc

P.S. As always, our Case Studies and articles are open access for about 10 days. Then they go into SherpaLibrary where you can research for a small fee. The links always remain the same.

#2. How to Keep Your Colleagues *and* Subscribers Happy With Your Emails

SUMMARY: If everyone in your organization wants a piece of the email marketing pie, list fatigue can set in quickly. How do you let your colleagues use the house list without overdoing it on frequency?

Here's a Case Study that shows how one large organization solved the problem by turning account emails into cross-
promotional messages. Plus, screenshots, results data and some interesting test numbers on sidebar ads in HTML emails:
http://www.marketingsherpa.com/article.php?ident=29735
(Open access until Oct. 22nd)

#5. How a Print Subscription Publisher Revamped Search Landing Pages to Increase Conversions

SUMMARY: Marketers for print publications are lucky online because they have heaps of keyword-rich content that draws search engine traffic. Unfortunately, most of that traffic goes sliding off again without converting.

Here's a real-life Case Study of a B-to-B subscription marketer who tested landing page tweaks to increase conversions from both PPC (paid search ad) and organic traffic.

Yes, includes before-and-after landing page screenshots:
http://www.marketingsherpa.com/article.php?ident=29736
(Open access until Oct. 23rd)

#6. How to Get Reporters to Write About You at a Busy Trade Show

SUMMARY: Want to become famous with the press at the busiest trade shows of the year? Discover five practical steps on getting face time with the top industry reporters.

Should you drop off a pile of news releases in the press room? Should you spend tens of thousands on a blow-out party so everyone's writing about your company? What about scheduling CEO interviews?
http://www.marketingsherpa.com/article.php?ident=29731
(Open access until Oct. 20th)

#7. Dreamforce Show Wrap-up -- a salesforce CRM Lovefest

SUMMARY: Do you know what marketing ideas your sales reps are being exposed to? Last week 4,250 sales execs attended salesforce.com's annual user get together, the dreamforce expo, where they discussed far more about marketing than you might expect.

Here's MarketingSherpa's behind-the-scenes show report from one of the 750 marketers who also attended:
http://www.marketingsherpa.com/article.php?ident=29738

#10. New Book Offer: 'The Case for B2B Branding: Pulling Away from the Business-to-Business Pack'

Bob Lamons has written what's being called the first book on branding that focuses exclusively on business-to-business marketing. A 35-year veteran of the industry, Lamons offers practical advice in a simple easy-to-read presentation. His guide to targeting other businesses is interesting and handy.

The most valuable information in the book is the discussion of the 21 case studies that provides illustrations, tips and tools for the reader. Another useful element is Lamons' explanation of his seven-step process for building stronger brands.

The key point is so obvious that it might be disregarded. However, Lamons emphasizes the importance of assigning personality traits to a brand because customer loyalty translates to large revenue numbers.

In addition, he touches on the topic of accountability and its significance in today's marketplace. To find out more about this subject and others relating to using branding to beat the competition, check out 'The Case for B2B Branding.'
http://sherpa.bookoffer.sgizmo.com
(Ends 10/22/06)

+ Last week's book offer:

These five lucky marketers will get their own copies of 'Robin Hood Marketing'

Bill Black, Black Horse Productions, Elmer City, WA
Frank Emmerlich, SMC Networks Spain, Sant Joan Despi, Spain
Lisa O'Connell, McDonald's Corp., North Aurora, IL
Nancy Speulveda, Metlife, Long Island City, NY
E.G. White-Swift, Equipment Depot, Waco, TX

P.S. Did a friend send you this? for your own copy - it's award-winning, useful, and complimentary.

P.P.S. Got questions, comments, or ideas for editorial?
Email Editorial Director Tad Clarke at TadC(at)marketingsherpa(dot)com
or call Customer Service at (877) 895-1717 -- thanks!