Our Thoughts
The Wingman Agency blog offers insights for planning successful media campaigns, and covers news and hot topics in media buying, advertising & marketing.
A Simple Guide to CCPA Compliance
Use this guide to find out how the California Consumer Privacy Act (CCPA) applies to you and what you should do to ensure your business is compliant.
Planning Terrestrial Radio Campaigns with First Party Data
Advances in data technologies are opening up a world of opportunity for radio advertisers to plan, target and measure campaign performance with the same confidence afforded to digital media and television.
How to Save Big on Advertising with a Winning Remnant Media Strategy
This blog covers the basics of remnant inventory and offers tips for applying a remnant media strategy to make your ad budget work harder.
5 Reasons to Hire a Media Planning & Buying Agency
Thinking about taking your media planning in-house? Before you take on a do-it-yourself media strategy, consider these 5 important benefits of working with a media planning and buying agency.
Signs You Might Need a New Ad Agency
Strong agency-client relationships are the backbone of successful ad strategy. So when is it time to move on? Here’s eight signs you need a new ad agency.
People Hate Commercials So We Made Them Longer: The Two-Minute Radio Advertorial
Find out how Wingman’s two-minute radio advertorial brings four times more leads than a typical 60-second radio ad.
The Three Secrets to Celebrity Endorsement Success
Selecting the right celebrity to endorse a brand is tricky. Learn three essential elements to making the right choice and supporting it with strategy.
Why Data Match Rates Matter and How to Improve Them
A match rate is the percentage of individuals in a data set who can be successfully matched with the members of a data set on another platform. If you’re brand executes targeted media campaigns, here are five tips to help you get the most out of your first party data by improving match rates.
Beginner’s Guide to People-Based Marketing
This guide discusses people-based marketing (PBM), its value over traditional marketing strategies and how to execute media campaigns that leverage PBM.
How to Select the Right Data Management Tools for Omni-Channel Marketing
Discover the types of data management systems, learn how they are used for marketing, and find out how to choose the right mix of tools for your business.
How to Build an Omni-Channel Customer Experience for Retail Success
Learn why building an omni-channel customer experience i(CX) is necessary for retailers who wish to remain competitive in the retail market.
Is Your Ad Agency Digging Deep Enough to Discover Creative Gold?
When it comes to the creative process, we dig deep to find nuggets of advertising gold that most companies had no idea they were hiding.
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.
The Cheater’s Secret to Writing Radio Spots That Convert: Talk to the Salespeople
For every new radio client we take on, Wingman initiates a thorough creative discovery process to create our radio media planning and buying strategy. After learning about the company's competition and market position, there's one tactic in our bag of tricks that...
What Motivates the Consumer to Make a Considered Purchase?
What Motivates the Consumer to Make a Considered Purchase?Cross-device buying patterns? Considered purchase? Persistent identifier? These days, even the sharpest marketers can occasionally feel like cryptozoologists tracking the elusive Bigfoot (i.e. customer). But...
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...
Social Proof Matters. Here’s How to Get It.
Most advertisers need to establish credibility to succeed. Using a social proof strategy is one way to gain brand credibility. Here’s how to implement it.
Remnant advertising: the secret to buying media for pennies on the dollar
Remnant Advertising The Secret Method to Buying Media 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...
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...
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...
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....
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...
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?...
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...
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...
The Evolution of Direct Response Advertising
New Game, New Rules Calls-to-action like “while supplies last” and “for a limited time only” with the oft-repeated phone number were once the bread and butter of direct response advertising. In the old days, DR campaigns were easy to measure by the number of phone...
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...
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...
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...
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...
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...
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...
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...
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,...
Why Your Customer’s Lawn is the Key to Our Ad Copy (Really)
"If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all." - Leo Burnett Take an ad you're currently running and compare it to a positive online review for the same product. Is there daylight between how you're...
A Field Guide to Choosing a Celebrity Spokesperson
Endorsements, at their core, work by implying that a celebrity’s talents, attractiveness, or success are in some part due to the product’s benefits. Hiring a celebrity to endorse a brand or product can increase demand, boost recognition and attract new customers. That...
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