Every marketer knows buyer journeys – how consumers are informed of products or services and make purchase decisions – are evolving. An element of that evolution is the growth of how consumers are spending time with video as streaming as a source of entertainment and information grows in adoption.

But let’s see what the data says…

Effectv’s latest TV Viewership Report (TVR) combines Comcast aggregated viewership data with the results of more than 20,000 Effectv advertising campaigns that spanned linear TV and streaming. Among the most interesting findings?

  • Despite the plethora of alternatives, from smartphones to tablets, more than three-quarters of streaming content is consumed via a household’s primary TV.
  • With the right mix, streaming can enhance and not cannibalize the reach and frequency of TV ads.

Business decision-makers must align advertising and marketing as closely as possible to the journeys their consumers are taking from awareness to action. To be successful, advertisers require data to make sure their strategies are mitigating consumers’ changing purchase behaviors and TV viewing habits. Accurate, comprehensive, focused and actionable data can enable effective, data-driven decisions about advertising budgets, campaigns, and content.

Ad exposure data can also help your business evaluate how effectively your campaigns reach the audiences you want to reach. Comprehensive, flexible reporting of this data can deliver insights into audience reach and frequency and help you identify opportunities to improve future campaigns.

Not just for larger enterprises anymore

For many years, data-driven decisions required access to robust data and analytics tools that could be inaccessible to all but the largest enterprises. Fortunately, data insights and analytics solutions are also evolving, in ways that make them available and usable by small and mid-sized businesses (SMBs) pursuing growth.

Insights based on relevant data and focused analysis enables companies of almost any size to create advertising that is tailored and fine-tuned to reach the audiences that matter most for them. Whether your business is focused on specific affinities, geographies, or demographic groups or interested in specific content preferences or viewership trends, the right partner can provide you with the actionable data you need to optimize your advertising decisions and investments.

“Modern data acquisition and analysis techniques can provide greater insight into viewer and buyer behaviors”, said Eddie Tyner, Regional Vice President of Sales for Effectv. “For example, we help our clients activate their customer data and match at the zip code level with Comcast aggregated first-party viewership data. This enables us to reach potential customers for our clients using advanced TV, streaming and digital advertising solutions.”

SMBs and emerging enterprises now have access to information and tools that enable more effective, more data-driven decisions. Those decisions can help your business reach your desired audiences more effectively and align more closely with your buyers and their journeys, even as those journeys and how your buyers pursue them continue to evolve.

To learn more, explore the services Effectv offers SMBs and emerging enterprises. Click here to download Effectv’s latest TV Viewership Report (TVR).

Eddie TynerEddie Tyner is the Regional Vice President of Sales for the Atlantic Region at Effectv, the advertising sales division of Comcast. Effectv helps local, regional and national advertisers grow their business with multi- screen marketing solutions and is a proud AMA Nashville sponsor.

AMA Richmond has announced the winners of the 2022 Robert R. Barber Scholarship Fund. Named for Bob Barber, CEO and co-owner of Barber Martin Advertising and past AMA Richmond President (‘98 – ’99), the fund was established to help the next generation of marketers grow into successful contributors to our marketing community—and the broader profession. The fund has grown from $17,000 at its creation to over $100,000 today thanks to both corporate and individual contributions, as well as AMA-Richmond chapter funds raised through events.

 

Announced at the AMA Richmond 60th Diamond Anniversary event on May 12, this year’s winners include:

1st Place Winner: Mariah Kumpe

Mariah Kumpe is pursuing her B.S. in Mass Communications with concentrations in Creative and Strategic Advertising and a minor in Psychology at Virginia Commonwealth University. She is currently the Social Media Chair for AMA at VCU and Planner for the Ad Club at VCU. Mariah will be President of the Ad Club at VCU for the 2022-23 school year. In her spare time, Mariah enjoys freelancing, photography, and keeping up with pop culture.

This summer, Mariah will be a Creative Intern at Tilt Creative + Production in Richmond, VA and explore Western Europe. Following graduation, Mariah plans to work as an Art Director for an advertising agency.

 

2nd Place Winner: Ashleighe Gibson

Ashleighe Gibson, a rising junior at Virginia Commonwealth University, was born in Queens, New York and hails from Suffolk, Virginia. Initially a biology pre-med major, Ashleighe had a change of heart during the pandemic and realized that her true passion lay in communication, advertising, production, and product development. She pivoted her degree focus and is now majoring in marketing with a concentration in communications and analytics. She aspires to go into entertainment marketing after graduation.

We want to take a moment to recognize the passion and accomplishments of these two deserving students, and to thank all the applicants who participated.  We had a strong pool of applicants and are excited about the promise inherent in our next generation of marketers!

Women’s History Month is coming to a close. To cap off the month of observance and celebrate the chapter’s fearless female leaders, AMA Richmond President, Samantha Kramer, sat down with two of them, Amy Baril and Patty Sager, to discuss their career journeys and what’s next for females in the workforce.

Amy Baril was recently promoted to President of NDP and serves as the AMA Richmond Director of Programming, Education. Patty Sager was recently promoted to CMO of Williams Mullen and serves as the AMA Richmond Director of Programming, CMO Roundtable.

In this short interview, Amy and Patty share the early influences that inspired them, their perspectives on female representation in leadership, and what advice they’d give to the next generation of female leaders.

Watch the video of that discussion below.

Read a letter from our President on this milestone anniversary:

A new year is always an exciting time. As we look to the future with renewed energy and focus, it’s also an opportunity to reflect on all we’ve achieved to date. 

2022 is an especially exciting year for AMA Richmond, as it marks the 60th anniversary of the chapter. In 1962, twenty two business professionals with a shared interest in marketing joined together to form a local chapter. The world looked very different then:

  • America was in the middle of the space race. The year before, Kennedy announced his intention to put a man on the moon and in 1962, the first American orbited the Earth.
  • The first Walmart opened in Rogers, Arkansas. Kmart, Target and Meijer also opened this same year. These “big box” discount stores drastically altered the face of retail.
  • Locally, Richmond had just gotten its first public television station a year prior, and Eleanor P. Sheppard became Richmond’s first female mayor. 
  • Marketers were focused on mass media. Print was the biggest marketing channel, but tv and radio were gaining steam.

While much has changed in the decades since, one constant has remained: AMA Richmond has provided a vital community for marketing professionals to connect, serve, learn and grow. And while we can be proud of what we’ve achieved to date, we are committed to building an even stronger, more inclusive and forward-looking community in the years ahead.

We hope you’ll join us in the coming months as we celebrate our journey and explore ways to advance our chapter even further. We’re grateful to you for being a part of our vibrant community and are excited about the impact we can make together!

Warm Regards,

Samantha Kramer
President | AMA Richmond

As you’ve hopefully seen, we have launched a new event platform called Wild Apricot to better serve our local community and provide a more seamless experience. In order for our members and guests to take full advantage of this new feature, we highly encourage everyone to set up their online profiles. 

If you are a current member or have attended our events in the past, you received an email notification with these instructions and a personalized link to complete your registration.

We have spent a good amount of time strategizing and planning for this initiative. We are excited about leveraging this tool to help us deliver a more well-rounded event and membership experience on a local level. While this update provides many local benefits, we want to make clear that it does NOT replace your member account with AMA National. Any changes and updates to your existing membership will still need to be managed through www.ama.org. If you are interested in joining, you can find more information on membership options here

Below is a list of general FAQs but feel free to reach out to info@amarichmond.org with specific questions or concerns.

FAQs

1. What is Wild Apricot?
Wild Apricot is a membership and events platform built for associations just like ours. It consists of several modules: membership management, event registration, online payments, emails, and more.

By bringing all these functions together in a single platform, we are able to create a consistent flow-through of information for behind-the-scenes management by our board and a more seamless experience for members and guests.

2. Do I need to create a Wild Apricot account?
Creating a Wild Apricot account is not required to register for specific events. However, we encourage AMA Richmond members to complete their profile to expedite their event registration process.

3. I didn’t receive an email to register for Wild Apricot but I’ve attended a past AMA Richmond event. How do I register my Wild Apricot account?

  • Go to Wild Apricot and log in to your profile with the email address you’ve used to register for AMA events
  • Create password
  • Complete account information and registration setup

4. I am not a member, but I’m signing up for my first AMA Richmond event. How can I create a Wild Apricot account?
After you enter your email address to register for the event, you will be prompted to create a Wild Apricot account.

5. I am an AMA Richmond member but the system isn’t showing me member pricing.
This could be because you are a new/recently renewed member, or the email address tied to your AMA membership has changed. Please contact us at info@amarichmond.org and we will assist you.

6. I am not currently a member but am interested in signing up. How do I do that?
You will still sign up for AMA membership through AMA National’s “Join” page, during which time you will create an account and select Richmond as your home chapter.

AMA National sends our local chapter new member reports on an ongoing basis; once we receive the status change from them, we will update your membership in Wild Apricot. If you’ve recently joined AMA Richmond and your Wild Apricot account does not reflect your membership status, please reach out to us at info@amarichmond.org.

7. How will I pay for events moving forward?

You can pay for events online with a credit card. We’re still happy to offer free or reduced pricing to events for AMA Richmond members!

8. Is my payment information safe?
The Wild Apricot Security Team follows the standards of world class security practices and tries to apply them on all possible levels in Wild Apricot security. They update, develop or completely re-create security processes whenever they find any shortcomings. You can find more information on Wild Apricot’s security practices here.

9. Will I still be able to find/sign up for new AMA Richmond events on Eventbrite?
No. We are moving exclusively to Wild Apricot for our event management. You can find event details for AMA Richmond programming on our website and via our emails and social media channels.

10. What do I do if my information changes?

If your job or contact information changes, first update your profile with AMA National. You will log in to ama.org and click “My Account.” 

11. Will I renew my AMA membership through Wild Apricot?

No, your membership renewal process hasn’t changed. You will still renew by logging into ama.org and clicking “My Account”, then renew membership.

12. I have other questions that I don’t see answered here.

Please reach out to us at info@amarichmond.org and we will be happy to help answer your question.

In an ideal world, communication would be easy. We’d immediately know exactly what to say or write. Emails, Slack messages, and reply threads would practically write themselves. And there’d be no confusion about what anyone meant, ever.

Of course, communication never works that way. We stare at the computer screen trying to decide how to begin an email. We misspeak or garble our words. We don’t always convey exactly what we intend. We misunderstand, overlook, or forget information we’ve been given. We also sometimes read emotions into words that weren’t what the writer was feeling. Or we pack our speech with such an emotional punch that it distracts from the point we’re trying to make.

Written communication often exacerbates these issues, a fact that has many leaders worried since more people are working remotely and relying on the written word to do their jobs. It’s no secret that we spend far too much time on email and other communication tools.

Fortunately, you don’t necessarily need to hire a writing coach to teach your employees better writing skills—although this can in some cases be a good idea. You can significantly improve communication in your organization by asking your employees to consider the following practices in their written communications:

Break up long sentences and paragraphs

A big unbroken block of text is likely to befuddle your reader before they even get to the first word. Long sentences and paragraphs also make comprehension and retention of information much more difficult. Note the differences in these two communications:

Sample 1:

I support the goals outlined in the proposal you sent to me yesterday, especially the need to better define appropriate metrics around the solicitation of customer satisfaction scores, and I want to thank you for the thought you gave to proposing workable solutions, but I’m not sure if all of the proposed solutions will work at this time. Let’s discuss it all at our next check-in.

Sample 2:

Thank you for sending the proposal yesterday. I appreciate the thought you put into it. I agree with you about the goals, especially what you wrote about customer satisfaction scores. The solutions you proposed, however, may be a challenge to implement right away. Let’s discuss the proposal at our next check-in.

These samples provide the same information, but the second is easier to follow and digest.

Use clear, concrete terms

Vague words, convoluted ideas, and broad generalizations make for easy miscommunication. Your reader will be more likely to understand your meaning if your language is specific. Remember too that just because something is clear to you doesn’t necessarily mean it will be clear to your reader. Compare these two statements:

Sample 1:

Would you be able to review the thing I sent you earlier?

Sample 2:

Here’s the letter for Anil I told you about this morning. Would you be able to proofread it for typos by the end of the day?

The first sample is likely to cause confusion and frustration if the recipient has recently received a lot of “things” from the writer or other people. In contrast, the second sample makes the context and the requested task clear to the reader.

Provide context and direction when adding someone to a conversation

Most of us have had the experience of receiving a forwarded email that we’re not immediately sure what to do with. Should we keep it as a reference? Read through the thread? Respond in some way? We haven’t been told. Don’t do this. You should clue the reader in to what the conversation entails and what they need to know and do in response. Compare:

Sample 1:

Please see below. What do you think?

Sample 2:

Please read through the conversation below and note the product request from Oliver. Is that something you can add to your work this week?

The first sample is likely to prompt the recipient to weigh in on the wrong subject or ask the writer for clarification before responding, wasting valuable time either way. The second sample gives clear instruction, saving time.

Avoid unnecessary details

While some context is useful, too much can overwhelm the reader and add to the time it takes for the communication to be written, read, and acted on.

Sample 1:

I ran into Lindsay in the lunchroom and asked her about the Paterson deal. She asked me to follow up with her after her lunch break, which I did, and she gave me permission to start on the outline. She seemed a little aggravated that I interrupted her lunch. Anyway, I need to respond to a few emails before I get started on it, but I will get to it after and have it to you and her by close of business today.

Sample 2:

I got the go ahead from Lindsay on the Paterson deal. I’m working on the outline and will email it to you and her by close of business today.

The first sample likely has too much information. The writer may have felt like including the extra details because they felt bad about asking Lindsay to work on her lunch break, but unless there’s a good reason for the recipient to know those details, they’re best left out.

Save difficult or emotionally intense conversations for calls, video conferences, or in-person meetings
These conversations usually require more finesse than written text can provide. If you anticipate a strong emotional response to what you have to say, or if you believe the person with whom you’ll be communicating may read strong emotions into what you have to say, don’t write to them. Talk it through instead. Let them hear your voice and listen carefully to theirs.

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Addressable advertising is a valuable tool that enables you to deliver your ad to a specific audience watching content on any device. For example, a car dealership can reach households interested in buying a vehicle, a gourmet restaurant can reach households with food-lovers, and an HVAC provider can reach homeowners.

Taking it a step further, you can make different versions of your ad and tailor each to a different audience of potential customers. Then, using addressable advertising on cable, you can show each audience the ad that’s most relevant to them.

Benefits of Addressable Advertising

Addressability offers a number of benefits:

  • It saves you money by delivering ads only to audiences of your most likely customers.
  • It enables you to personalize your ad for your specific audience, making it more relevant to viewers.
  • It enables you to reach your potential customers at every stage of the buyer journey.

In short, addressability works hard to maximize the efficiency and impact of each ad campaign, helping you make the most of your advertising dollars.

Using Data Insights to Reach Your Audience

Addressable TV ads are made possible by the wealth of data available today. TV viewership data, in combination with data on demographics, lifestyles, and more, provides important insights for advertisers, such as what types of audiences are watching which TV content.

With these insights, households can be grouped into audience segments like: interested in health and fitness, news enthusiasts, and diverse suburban families. Then, since you know what each audience segment watches, you can place your message into the right content.

TV Advertising as a Full-Funnel Solution

Addressability has helped make TV advertising an effective medium for reaching potential customers at every stage of the sales funnel. At the top of the funnel, you can use traditional TV ads to deliver your message to a broad audience and raise awareness of your business across the board. Then, to drive consideration and sales, incorporate addressable ads into your campaign to reach audiences that are already familiar with your products and services. By combining traditional and addressable TV ads, you can deliver the right message to the right audience at the right time.

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2020 was a whirlwind of change. We, as marketers, had to set aside all that we knew about in-person event planning, become Zoom-super users, and learn everything we could about planning and executing virtual events. 2021 is bringing its own challenges, and with varying levels of comfort with in-person experiences we have a fresh task ahead of us: serving in-person AND virtual audiences seamlessly. Here are a few tips for creating engaging hybrid events.

1. Keep Experience top of mind—Think of your in-person guests and your virtual guests as two distinct personas. Throughout every piece of the event, map out both user journeys, making sure neither group is left out. There will likely need to be different measures taken to enhance the virtual experience, such as recording and broadcasting speakers, than what is needed for the in-person experience. There will also be some shared considerations such as giving folks time to get up and walk around–whether it be around a ballroom or around their house.

2. Plan the sensory experience for both groups—Experience is so important it gets another number. Think of clever ways to bring the brand or theme to life, through branded materials and environments. Branding the “stage”/in-person environment (which can be selectively broadcasted to the virtual attendees) is a great way to permeate the theme of the event. “Swag” or branded giveaways can be dressed up and sent virtually, as well as handed out in person and can add another element of delight to your event.

3. Map out goals for the event—and make sure both groups have opportunities to experience them. Is training a goal? In-person keynotes can also be broadcasted virtually. Breakout sessions can also be held both virtually and in person. If networking or team building are goals, get creative on what activities might be suitable to bring the group together, which brings us to #4:

4. Create time for the entire group to interact—It’s natural for in-person bonding to happen naturally, during walks to refill coffee cups or elevator rides. It’s also natural for virtual interaction to happen via Zoom chats and private messages. A challenge—er opportunity—for hybrid event planning is to break down the Chinese wall and encourage intermingling between those that are virtual and those attending in person. These moments should be designed to be FUN. Get creative with networking activities such as trivia competitions or jeopardy that lend themselves well to both in-person and virtual audiences.

5. Leverage video—I’m not talking about little Zoom squares or fuzzy low-res talks (though these might have a place too). I’m talking pre-produced, thoughtful, salient video that creates a shared experience and makes you feel something. Video is a great tool for communicating a message, a feeling, and engaging the audience. It’s also great for recall because it hits at multiple senses, creating multiple connections in the brain.

Engage a tech-fluent partner to help you plan the event

We’ve all been subject to technical difficulties in virtual meetings, from “you’re muted” to internet issues to video audio not streaming well over screen share. Add to that short list of familiar issues a host of technical considerations for filming and broadcasting the event. Rest assured there are strategies for all of this and more. Partner with an agency/production studio that has a track record of successful virtual/hybrid events to aid in the planning and execution of your engaging event!

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Cat McPhersonWe are excited to congratulate Cat Ferris McPherson as the April AMA member of the month!

Cat is recognized for her continued support and contributions to AMA Richmond. Her enthusiasm, commitment and belief in the value that AMA Richmond creates for the community has helped us grow in many ways. In addition to serving as a past president, this year she has mentored a fellow AMA member and joined the collegiate scholarship committee. She speaks highly of the value the Mentorship program creates for the community:

“My experience as a mentor in the AMA Mentorship exceeded my expectations. The opportunity to work closely with another marketing professional who is committed to improving themselves both personally and professionally not only benefits the mentee, but the mentor as well. We learned from each other, and in the process discovered new and exciting opportunities that we both could explore. This program has proven itself to be one of the most satisfying and worthwhile investments of time I’ve experienced in my professional career. Consider giving this gift of time and talent to a fellow marketer – you’ll be happy you did!”

Cathy also supported our mentorship recruitment efforts on social media and we attracted a record number of participants despite the pandemic.

Cat is an Associate Professor, Business/Marketing & Communication at Mary Baldwin University.

Social media advertising isn’t going away any time soon, but a lot is changing – from Apple’s iOS 14 update to Facebook’s monopoly trouble with the Federal Trade Commission. Here are some of our big picture takeaways as you plan your social media advertising strategy this year.

Make the case for social media advertising
Imagine you’re driving on I-64, heading west for a quiet weekend in Virginia’s Blue Ridge Mountains, and you see a billboard. That billboard gets thousands of impressions a day, but there is no control over who those impressions belong to. But through social media advertising, you can create dozens of billboards for a fraction of the cost, and you can dictate that only people between the ages of 25-45, with a college degree and an interest in dogs can see them. This is why you advertise on social media. Better control of your dollars, serving up your message to the people most likely to need your product or service.

Please, stop boosting.

I cringe when I hear clients say that they boost posts. Unless you have Facebook Business Manager set-up, boosting posts is about as effective as throwing a fifty in the air and hoping the right person finds it. Boosting a post means you take something you published organically and you add some ad dollars behind it to get it to a narrow audience. With Business Manager, you could do the same thing – pull an organic post into a pot of money – but you could also customize and tailor that post and serve it to custom audiences – for example, people who have interacted with a video you posted last week.

Social media advertising should align with the Buyer’s Journey.

It is marketing after all. When you go to create a campaign, you set a goal at the very beginning – whether its traffic, conversions or page likes. These goals fit in the Awareness, Consideration and Decision steps of the Buyer’s Journey, and once you select a goal, everything within that campaign should reflect where an individual is in the Buyer’s Journey – from the images you use, to the copy you write, to the call-to-action you pair with it all.

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