Thursday, March 8, 2018

Thanks To Next Gen TV, Local Broadcasting Stations Can Track You And Sell You Targeted Ads like Google And Facebook

A recent ruling by the FCC has cleared the way for Next Gen TV (technically called ATSC 3.0), a means for providing advertisers with a more precise targeting option on local broadcast TV stations, while allowing broadcasters to tap into a new revenue source that Google and Facebook now enjoy.

Based on Internet Protocol (IP), Next Gen TV can go to devices such as smart phones and tablets over the air without using cellular data services. Much like current subscription cable and satellite TV, local broadcasters will be able to target and deliver specific ads to neighborhoods and individual households. The ads, like Google, can be directed at the viewer’s specific interest, unlike the current situation where broadcasters deliver the same ad to their total viewing area.

While there is always a privacy issue related to Next Gen TV, it isn’t much different from various advertising vehicles currently used on social media and cable. Even billboards are being developed to deliver specific ads based on reading the retinas’ of passing motorists.

In addition to this new protocol being a boon to advertisers, it is also expected to provide benefits to viewers with better picture quality, broadcast signals less resistant to interference, interactive features to viewers and providing localized emergency alerts.

Technology for providing Next Gen TV will have to develop over the next few years, allowing for inclusion in new TV sets and converter boxes, not to mention adjustments to broadcast towers.

With the more precise targeting and collection of viewer data, TV broadcasters will become more competitive with non-traditional advertising.  

The use of Next Gen TV, also known as “addressable TV advertising,” is heralded as the future of TV advertising.

Information for this article was collected from the National Association of Broadcasters, The Washington Post, Variety, and the Wall Street Journal.

Sunday, February 18, 2018

Catalogs For Retailers And B2B Are Making A Comeback

With the advances in technology and e-commerce, most business people would think print catalogs would be a dying marketing strategy. But in reality, catalogs for both retailers and B2B are still as relevant as ever.

Research on multi-channel marketing confirms that acquiring customers through the use of printed catalogs statistically increases response rates and average order size and drives repeat purchases. According to a Multichannel Merchant’s Outlook survey, “most catalogers are still relying on their print catalog for 80% to 90% of their incrementally new customers.” More than three-quarters of merchant respondents said catalogs were the top choice for the method of prospecting they will use in the next 12 months. And shoppers who receive a direct mail piece, which then directs them to an online site, spend on average 13% more than those who do not receive a printed piece. Plus websites supported by catalogs yield 163% more revenue than those not supported by catalogs.

As far as the effectiveness of printed catalogs, according to Printing Industries of America, print catalogs carry an average cost per lead of $47.61, whereas the average cost per email lead is $53.85. In addition, print is considered to be the “most trustworthy” of media channels. And while 11% of marketing emails are opened, the opening rate is 91% for prospecting direct mail.

In addition to better customer response rates and lower lead acquisition costs, other benefits include…

1. Print catalogs are an impactful and tangible way to connect consumers with your brand.
Usually prospects will spend hours looking at a screen every day. Print catalogs offer an electronic alternative and a more memorable and lasting way to view products, offering a quick reference capability.
2. Sales Reps still like to walk into customers’ offices handing them a resource catalog.
Sales people like to sell from a printed sales tool and they like to have something to use as a leave-behind.
3. Print catalogs are not deleted or sent into spam folders.
They arrive at homes, offices, and in the hands of potential clients and targeted job positions.
4. They are convenient and easily navigable.
Catalogs are easy to browse and use anywhere, including in the field by on-site technicians. Plus products can be listed in easy to find categories, ranging from use to capacities.

Catalogs are designed to help marketing departments fulfill their objectives.  Marketers are increasingly challenged to produce a specific return on investment for their efforts.  The effect of a social media campaign on sales may be hard to pin down, but catalogs, with their definitive mail dates and customer and source codes, are easier to track.  

At Les Loggins Marketing, we produce a variety of printed catalog designed to help businesses increase the exposure of their product lines and to help enhance the sales process. We produce various publications, (writing, artwork, design and page preparation for printers) particularly manufacturing catalogs, in English as well as in other languages.

The photo shows current industrial catalogs produced by Les Loggins Marketing for J.C. Renfroe industrial lifting products.

Data for the article was collected from the Harvard Business Review, and

Monday, September 25, 2017

NFL Facing A Tremendous Marketing Dilemma

With the situation involving players kneeling during the national anthem, NFL owners were faced with the choice of siding with their employees or their customers. They chose their employees. This could be a huge risk for the future of the league.

You have to wonder if this decision is based on research on NFL ticket holders. If this market is basically a conservative, middle class group, it could be a problem. If the market breaks down like the political landscape of the country, southern and middle America teams (including the Jacksonville Jaguars) may experience a loss of support while those teams in metropolitan areas such as Los Angeles, New York and New England may not feel any affects. And considering that support and ratings have already declined, can the NFL afford to mishandle this issue? Time will tell.

The point is if your business has to make a decision to side with your employees over your customers, you better know how it will affect your customers and be prepared for the consequences. Now this doesn’t include issues such as employee abuse by a customer. That will never get traction. But unpopular customer policies will.

I have a client that advertises his business from time to time. When he promotes his business, sales pick up considerably. But it also puts additional pressure on his staff to keep up with sales and service. So they complain, and as a result, he backs off on advertising. This is an incredible case where he loses income by siding with his employees.

Every type of business needs to understand what their customers want and they need to ensure that their employees are on board to deliver on the business promise. Otherwise, they may just need to punt!

Tuesday, September 5, 2017

What Northeast Florida Businesses Can Do With Their Marketing To Help Survive Hurricane Irma

As is witnessed by the tragedy of hurricane Harvey in Texas and Louisiana, no one wants to endure a horrible disaster as a hurricane. And while people in Northeast Florida are preparing for the safety of their families and homes, it is important to also prepare to protect your business.
Even with such a critical event as a hurricane, there are distinct marketing advantages for businesses. First, it is a very focused event, one that affects everyone. Second, people want updated information about the storm. So they are watching, listening and searching in large numbers.
To begin with, in Northeast Florida, it never hurts to start promoting your business services and products before a major storm hits. Hurricane preparation marketing should begin in June and continue through October. For retailers, this is an opportunity to conduct “hurricane sales events” to boost summer sales.
But what should you do now that you know hurricane Irma could be bearing down on us by next week?
The following is a brief, general marketing outline to help you take advantage of capturing a large audience focused on a specific event and through specific advertising channels:
TV Advertising - Contact your TV and Comcast rep immediately to place your TV commercials in weather-related programming. For cable, you should buy the Weather channel and news networks. For broadcast stations, buy around the weather reports in the news and buy rotations into the on-going local news/weather coverage.
Radio Advertising - WOKV news station is where you want to be with your radio spots. But also include news and traffic updates on iHEART and Cox stations.
ON-LINE Advertising Strategy - Start by putting your message on your website’s home page. Then consider Google ads utilizing keywords such as “hurricane,”  “storm,” or “Irma.”  Use messages on online weather sources. These can range from to weather notices on any of the local news media sites such as In using these sources, you can utilize geographic and behavioral targeting to reach the Northeast Florida audience. You can use a similar strategy with Facebook ads.
Social Media - Keep your customers updated through a current Facebook page and blog, plus posting messages on LinkedIn. And reach your existing customers through email blasts.

Public Relations - Particularly if you have a unique product or service relating to storms, write up a news release about what you do, how you can help customers and how customers can find you. In addition to posting this on your social sites, send it to the local media. Be sure to include your name, title and after hours contact information to let the media know you are available for interviews.

Tuesday, January 15, 2013

Small Business Marketing News Update - JacksonvilleManufacturer Launches On-line Marketing Program For New Clamp Products

With the addition of a new group of industrial lifting clamps to its extensive product line, J.C. Renfroe & Sons, Inc., an international manufacturer and marketer of lifting products based in Jacksonville, Florida, has launched a comprehensive on-line marketing campaign to introduce its new clamps.

Renfroe, a company that began and continues to be a developer and manufacturer of customized clamps, is offering new products designed for the vertical + 180 degrees category (the PCK clamp); for the beam category (the BC clamp); and a non-marring grouping (the NM, NMA, NMBC and NMRSC clamps).

To introduce these new products and to generate more exposure for its full product line, Renfroe has created new on-line tools to demonstrate product applications, provide product schematics and specifications and to make it easier to contact rep companies for inquiries and orders.

The company has revamped its website at to provide updated product information that includes clamps, sheaves, crane blocks and swivels. In addition, the site has two demonstration videos – one for the clamp line and one for sheaves and blocks.

The site, which will constantly be updated and supplied with new offerings and industry alerts, will provide information regarding Renfroe’s extensive training program and detailed repair and assembly instruction.

To enhance the use of the website, Renfroe has entered into an agreement with to provide online information and links to Renfroe to provide specific product data to industries looking for superior durable clamps.

And the company plans to use email blast to key prospects, distributors and past customers wanting the latest product information and industry changes.

“Our company has been on the forefront of manufacturing clamps to meet the challenges facing today’s industrial markets,” explained Joe Pless, marketing manager for J.C. Renfroe & Sons. “So we decided to ratchet up the technological communications to help connect with the market through these on-line tools.

“Renfroe has built a reputation over 70 plus years for high quality clamps. We just need to let more of the market see what we have to offer and how our products work,” Pless said. “ We wanted our communications set and in place in order to, not only introduce these new clamp products, but to let customers know that if there isn’t a clamp existing that does the job they need, we will design and build one.”

Sunday, January 13, 2013

Small Business Marketing News Update - Jacksonville Jaguars' New GM Makes PR Blunder

As the saying goes “You only have one time to make a good first impression.” And the new general manager for the National Football League's Jacksonville Jaguars missed his.

On Thursday, the Jacksonville public was introduced to Dave Caldwell for the first time at a news conference at Everbank Field. Going into the presser, he knew he was going to be asked some sensitive questions, including one about his feeling on acquiring Tim Tebow.

He should have handled it like he did when asked about other NFL personnel, specifically about potential coaches. He said the season was not over and it wouldn’t be appropriate to comment at this time.

But when asked about Tebow he didn’t hesitate to say, “I can’t imagine a scenario where he would be a Jacksonville Jaguar.”

Whether you are a fan of Tim Tebow or not, I speculate that at least half of the North Florida market, the home of Tim Tebow, really likes the former Gator quarterback. So why would you start out your tenure as general manager offending half of your audience?

We just had a general manager who for years upset Jaguar fans with his unusual draft and free agent selections.

Some people are saying Caldwell did the right thing by putting an end to the Tebow situation in Jacksonville. But most of those people are anti-Tebow anyway. It may put the issue to bed for them, but not for the many who follow and support Tebow.

Instead of outwardly dismissing Tebow in what was a fairly blunt statement, Caldwell should have left it that he would evaluate the best available players, along with input from the new coach and then make the most appropriate decision for the Jaguars’ future. This approach would have shown that he is open to ideas, where his predecessor wasn’t, and he would make a decision at the right time.

But what has been done is done. Regardless of the Tebow haters, there are people who are upset. WTLV reported a statement by a fan the night of the news conference that said “I can’t imagine a scenario where I would renew my season tickets.”

That is not a very good way to start off a new Jaguar administration. Hopefully Caldwell will be better at selecting coaches and players than he is handling public relations.

Sunday, November 4, 2012

Small Business Marketing News Update - Most Effective Political TV Commercial In Jacksonville Market Isn't For Politics

There is a “political attack” ad on the air in Jacksonville but it doesn’t promote a candidate and nor does it advocate a political issue. And it is one of the most effective commercials you’ll ever see.

The commercial promotes banners, signs and brochures. The spot is for FedEx Office. The scene is set on a spoof of two opposing city council candidates waiting be served at a FedEx Office retail center. While they appear to be civil to each other, they are actually attacking one another.

FedEx does a great job in using a very creative, humorous and timely commercial to effectively convey the various services its retail centers offer to customers, including candidates. Unlike the real political attack ads we have endured for over a year, this one makes dirty tricks funny.

This political season, I vote FedEx Office as the best political, and best overall, television commercial of the year.