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The Wingman Agency blog offers insights for planning successful media campaigns, and covers news and hot topics in media buying, advertising & marketing.
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Why Match Rates Matter and How to Improve Them
Why Match Rates Matter and How to Improve ThemCustomer data comes in many shapes and sizes, but first-party data is king in terms of marketing value. Your first party data may be your most reliable source of information about your target audience, because it comes...
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Beginner’s Guide To People-Based Marketing – 2019 Edition
A Beginner's Guide to People-Based Marketing facebooktwitterlinkedin Let's face it. The days when advertisers could reach the masses over evening television are long gone. The proliferation of internet devices has caused the media landscape to explode...
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How to Select the Right Data Management Tools for Omni-Channel Marketing
Free Evaluation Checklist: Are You Using the Right Data Management Tools for Your Omni-Channel Strategy?Data management systems are necessary tools for today's advertisers. Without the right mix of these systems, it would be impossible to perform essential tasks for...
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How to Build an Omni-Channel Customer Experience for Retail Success
Consumers now expect brands to provide a personalized, meaningful, and seamless experience across all screens and devices. To satisfy the expectations of consumers and to remain competitive in the marketplace, retailers must create an omni-channel customer experience. Failure to make this a top priority could spell big trouble for your business in the long run.
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How Digital Media is Moving Beyond Web Cookies
Digital marketers have been using cookies to track online behavior and target users with ads for the past two decades. However, cookies are no longer the best method of accomplishing these goals.
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The Cheater’s Secret to Writing Spots That Convert: Talk to the Salespeople
For every new client we take on, Wingman initiates a thorough creative discovery process to create our ad strategy. After learning about the company's competition and market position, there's one tactic in our bag of tricks that without fail provides the most...
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Signs You Might Need a New Ad Agency
With any advertiser-agency relationship, the fourth quarter of every year is time for “the conversation.” You know, the uncomfortable conversation where you ask your significant other (and yourself) the big questions: Where are we going? Is this still working for us?...
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What motivates your consumer to make a considered purchase?
Omni-channel consumers? Cross device buying patterns? These days, even the sharpest marketers can occasionally feel like cryptozoologists tracking the elusive Bigfoot (i.e. customer). But the basics still apply. To deal with the constant flux of changing consumer...
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What All Home Improvement Companies Need to Know About Marketing to Hispanics
Marketing to Hispanics: How We Got It Right With Sit ‘n Sleep With home improvement spending on the upswing, it’s never been more important to advertise to the country’s largest ethnic minority: Hispanics. Unfortunately, many businesses fail on this front because they...
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The Three Secrets to Celebrity Endorsement Success
Selecting the right celebrity to endorse a brand is a tricky proposition. When an endorsement hits the mark, it can make a brand’s credibility and popularity skyrocket. But when an endorsement falls flat it can result in a huge waste of money. Last year, we corralled...
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Is Your Ad Agency Digging Deep Enough to Discover Creative Gold?
If you’re interested in becoming a client, beware. Wingman Advertising is the nosiest advertising agency you’ll ever meet. Clients that sign on with us should be ready to have our creative director, Rich Kagan, and his band of copywriters and new business people...
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Social Proof Matters: Here’s how to get it.
Whether a mattress, solar panels, floors, windows, mortgages or, yes, even furniture, people often lack the knowledge to make informed purchasing decisions -- largely because they buy these products so infrequently. This creates a unique challenge for companies...
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Tap into millions of unsold media inventory for pennies on the dollar
What if there was an easy and inexpensive way to test your creative messages while lowering your lead costs? While this may sound like a pipe dream, it’s actually a very real way of maximizing ad spend called remnant advertising. Read on for a closer look at why...
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From the Mall to Multichannel: How Consumers Are Shopping Today
While the local mall used to be the main destination for getting your retail on, today's multichannel marketplace means never having to step foot in the food court again. But are contemporary consumers really eschewing in-store shopping for online channels, or is the...
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Is Online Furniture Really the Perfect Storm?
You can order up just about anything online these days -- from books to clothing to food to toys to office supplies. Essentially, if you can think it, there’s an ecommerce store that sells it. But some big -- and big ticket -- items might give consumers pause when it...
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Is Big Sleep Poised for Big Change? The “One Size Fits All” Mattress Trend
The mattress industry has become surprisingly polarized of late thank to the emergence of two distinct camps: conventional retail models which come in a variety of comfort and construction styles versus “one size fits all” models sold online for one low budget price....
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Is Your Ad Agency Working For You on Performance?
While most advertising agencies avoid talking about one particular topic, it’s our favorite subject here at Wingman. We’re talking about pay-per-performance compensation, and not only don’t we mind when it comes up in conversation, but we actually love talking about...
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People Hate Radio Commercials So We Made Them Longer
As an advertiser, there’s one simple truth that—once you accept it— will set you free (and increase ROI): People hate advertising. That’s why, at Wingman Advertising, our goal is to create radio commercials that don’t sound like it. Your audience is exposed to 5,000...
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Throwback Thursday- Jerome’s Furniture
At Wingman we love good creative! That's why every Thursday we're paying homage to the creative gods of the past and selecting our favorite #TBT commercials. This week's Throwback Thursday award goes to Jerome's!!! Enjoy!!!
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Are Your Advertising Strategies Election-Proof?
With political TV ad spending predicted to soar to $4.4 billion during this year’s federal races, penetrating the airwaves with your own advertising message can be a more challenging endeavor than in non-election seasons. The good news for non-political advertisers?...
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Are you Throwing Money out the Window with an Inferior 800 Number? Volume 2
We recently share our thoughts regarding the power of 800 numbers and -- more specifically -- about the supremacy of what we like to call the “superchunks,” AKA 800 hundred series repeaters. But just in case you still need convincing, we’re back with six reasons why...
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Radio is Kicking A$$ for Home Improvement Leads
The Buggles may have predicted the unfortunate demise of the radio star at the metaphorically murderous hands of video way back in 1979, but history tells a different tale -- at least when it comes to advertising. In fact, 21st century radio is not only a brave new...
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Five Reasons Home Improvement Advertisers Need to Tune in to TV
Sure, television’s good for vegging out to The Walking Dead and Fuller House marathons, but does TV advertising still make sense in the days of digital, DVRs, and click-happy consumers? We’ve rounded up the research, and the results may surprise you. Not only is TV...
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The Evolution of Direct Response (AKA It’s a Google World and We’re All Just Living In It)
Direct response (DR) is not exactly known for its subtlety. With limited time and the sole endgame of prompting a desired action, DR marketers call in the big guns to get the responses they’re looking for. CTAs like “while supplies last” and “for a limited time only”...
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A Peek Inside the Millennial Mind: What’s Ahead in Home Improvement
You may not know much about the Millennials, but know this: they’re coming for you. Well, more precisely, they’re coming for your products and services. If, that is, you understand their wants and needs. Just who are the Millennials, why do they matter so much and...
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Are Free Trials Worth Your While?
Between a fiercely competitive marketplace and dialed-in consumers, today’s home improvement businesses have their work cut out for them. It’s no surprise that conversations often turn to exploring new strategies for capturing a greater market share. And while some...
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The 411 on Home Improvement Advertising
The U.S. home improvement industry is complex, with a number of dynamic yet interrelated factors -- including everything from the state of the housing market to changing demographics of the population -- driving trends. So what can we expect in the year ahead knowing...
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Forget the Dark Side. It’s All About the “Smart” Side in 2016
Move over, smart phones. There’s a new player in the “smart” game, and it’s hitting consumers where they live. Literally. We’re talking about smart home technology, of course, and its rapid journey from fantasy fodder to a neighborhood near you. Wondering if smart...
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Screen time: what’s hot in home entertainment
Nearly three-quarters of Americans aged 12 and up report that they actively consume movies and television at home, according to research from Nielsen. And while watching lots of television is hardly a new phenomenon -- in fact, some would consider it a national...
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Move Over, Millennials: Baby Boomers Still Driving the Home Improvement Bus
While non-stop talk about Millennials may make Baby Boomers feel like having a few “Marcia, Marcia, Marcia!” outburst of their own, there’s no need for generational rivalry. Why? Because Baby Boomers still hold more than their fair share of sway. Let’s take a closer...
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Is your home improvement company missing out on the Airbnb effect?
The Airbnb revolution is underway turning homeowners with space to spare into entrepreneurs next door. But it's not as easy as uploading a couple photos of your guest room and waiting for the reservations to start rolling in.Why? Because today’s choosy “guests” AKA...
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Goodbye Tailgating, Hello “Homegating”
Home improvement experts agree: the outdoors are in for 2016. While we touched on the subject in our 411 on 2016’s Home Improvement Outlook, we’re now drilling down even further to bring you four specific areas of outdoor living we expect to take off in the year...
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Seeing Green: Selling Consumers on Eco-Friendly Home Improvements
Today’s savvy homeowners have access to more information than ever before. However, are they using this information to make the most educated decisions when it comes to their home improvement options? Not always. This can be seen no more clearly than when it comes to...
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The CEO: Your In-House DR Secret Weapon
After years A/B tests, Wingman Advertising continually proves its theory that having a company's owner/CEO voicing its spots, out performs, on a cost per call and conversion basis, highly produced advertising agency spots every time. At Wingman Advertising,...
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Why Sit ‘n Sleep’s 2014 Per-Store Sales Were 18% Higher Than the Competition’s
When people buy a new home, get married, or go through any major life event, a new mattress often accompanies the change. Fueled by the increased activity in the real estate market and the recovering economy, the mattress business has been booming. So in 2014, many...
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