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Live from the Super Bowl Scene

03 Feb 2012
Posted by Market and Main Media


Our Indianapolis office overlooks Monument Circle, so the team there has had front row seats to all of the Super Bowl party action. They have graciously agree to give us the inside scoop about working so close to the biggest party in the world of sports:

Q: What kind of activities are going on in town that people have seen or done?
A: Everyone is drinking and/or zip-lining.

Q: How is any work getting done?
A: We run out of the office, get on a TV show, and then run back to check e-mail. Although we already bumped into a client in Super Bowl Village, so we think the jig is up.

Q: Any celebrity sightings yet?
A: We’ve seen Al Roker, Ann Curry, Adam Levine, Gym Class Heroes, Jimmy Fallon……and Ryan Gosling!

Q: Could you put in a good word for Cleveland?
A: We really think those Cleveland tourism videos on You Tube are holding you back! But we will see what we can do.

Q: Will anyone be at work on Monday?
A: Depends on what time Peyton Manning’s party breaks up after the Giant’s big win!

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Local TV Social Influence Rankings: Chicago

05 Jan 2012
Posted by Brian Spencer

Local media outlets have always had authority in their markets. With the advent of social media, this authority can now be quantified with tools like Klout. Klout measures influence with data like the number of Twitter followers and the number of times those followers pass-along (re-tweet) a message.

Social influence scores will not replace the traditional currency of Nielsen audience data, but it is an interesting supplement to inform advertisers about the influence that each station has with viewers. This example shows the social influence of the major network affiliate stations in Chicago. WMAQ has taken a clear lead in the market through a larger number of active Twitter followers.

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New Car Features Challenge Traditional Radio

03 Jan 2012
Posted by Market and Main Media

The radio industry is dependent on in-car “drive time” listeners. New in-car technology is changing how drivers use radio and could impact terrestrial radio ratings. In addition to pre-set buttons on the dashboard for local radio stations, your future pre-sets will include Pandora, your mobile device, or any web-based content.

Terrestrial radio stations have lost the in-car monopoly they once enjoyed. Watch this great video of Mark Ramsey interviewing the founder of Livio Radio:

The Future of Radio in Cars from Mark Ramsey on Vimeo.

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5 Factors that Change Consumers into Shoppers

26 Aug 2011
Posted by Brian Spencer

Brick-and-mortar walls no longer define the difference between a consumer and a shopper. Technology and culture have changed how we plan shopping occasions in addition to the actual shopping experience. People can switch from consumer to shopper at any time, in any place.

Fred Bidwell, Chairman of JWT Action (parent company of Market and Main Media), wrote about these shifting shopping modes in a recent article in Hub Magazine called, “The New Fluidity.” In the article, Bidwell summarized results of a shopper study.

JWT Action asked a cross-section of people to keep shopping diaries to document the times when they flip in and out of shopping mode. The diaries revealed five drivers which may switch a consumer into a shopper. Here is how Bidwell summarized those motivations with real-world examples:

1. Appease Peers: “Anthony’s friend suggested dinner and movie destinations. Barry does online research about tablets prompted by his wife’s interest in an iPad. Jennifer’s trip to the library with her kids results in an unplanned stop at a local sandwich shop.”

2. Dissatisfaction: “Ryan isn’t sure he’s getting the best service from his auto dealer and elects to shop for others. Barry decides to supplement his trusty work shoes with another pair in a different style and color. Wendy decides she really doesn’t like her bed linens and makes a plan to replace them.”

3. Digital Convenience: “While watching an Ohio State basketball game, Barry starts searching online for “gray” Buckeye apparel. Anthony uses Netflix Instant View to watch a film instead of going to a theater. Laura grabs a Groupon offer for a half-price massage, followed by a local search for deals on an oil change.”

4. Stock-up: “Anthony runs out of lunch food and goes to the grocery store. Nicole takes her last cough drop and heads to the drug store. Wendy runs out of fabric softener and adds it to the weekly shopping list.”

5. Impulse: “Katie goes online to buy her boyfriend a birthday present and ends up ordering a shirt for herself. Upon exiting the mall movie theater, Ryan and family unexpectedly pick up a couple of items at other mall stores. Anthony has no intention to buy when he accompanies a friend to a club store, but ends up getting bathroom tissue because it’s on sale.”

These factors show us that not every shopping occasion is a pre-planned event with a linear shopping path.

Bidwell contends that marketing plans need to embrace the new fluid path to purchase, “This approach enables brands to better understand their empowered audience and develop programs that effectively connect with them across the continuum. Most important, these brands will find that working across the entire length of the new, fluid path-to-purchase is where great opportunities exist.”

Do your messages and media plans cross-pollinate between brand and shopper tactics? Read the entire article in Hub Magazine, and share your thoughts with us.

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Local Media Roundup: Southeast Edition

16 Aug 2011
Posted by Market and Main Media

Brands and marketers need to know about local media news and events that might impact advertising schedules. This is where we recap the top stories about local media properties.

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