Our Thoughts

 Insights for planning successful media campaigns, industry news and hot topics in media buying, advertising & marketing.

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? Is the spark still alive? Hopefully, your agency is all ears and will re-commit…

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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 behavior, marketers must continue to examine and maintain a solid knowledge of the consumer decision-making process,…

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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 everything our principals have learned about celebrity endorsements in…

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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 snooping around every aspect of their businesses. Sometimes you’ll know it’s us,…

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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 selling these products: How do you drive more consumers into the sales funnel and convince them to…

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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 call of the storefront–not to mention the curly fries —still strong despite…

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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 comes to buying online and…

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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 it. Read on for a rundown of why pay-per-performance makes smart sense for us and for our…

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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 advertising messages a day, and they’ve been experts at tuning them…

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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? The bigwigs wouldn’t bother investing in TV ads if they didn’t work. (They absolutely do,…

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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 world, but also remains a powerful platform when it comes to reaching consumers…

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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 still an incredibly effective platform for reaching consumers, but it…

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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 conventional advertising methods may now fall short in terms of achieving the desired impact and immediacy,…

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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 what we know? Let’s take a closer look.

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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 pastime — the way we consume media has rapidly evolved over the past…

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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 renters — led by those omnipresent Millennials — aren’t just looking for anywhere to hang their pork pie hats.  They’re also looking…

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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 ahead. Let’s count them down.

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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 said, aligning your brand with a celebrity spokesperson can be a tricky proposition…

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Behind the Business with Sit ‘N Sleep’s Larry Miller

In our latest blog post we interview a client that’s been with us for almost 25 years, Larry Miller. Here, we discuss how he started Sit ‘n Sleep, the future of the company, and the changing landscape of the mattress industry. (WINGMAN) TELL ME A LITTLE BIT ABOUT YOURSELF AND HOW YOU STARTED SIT ‘N…

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Considered Purchases For the Home News & Insights

Marketing Considered Purchases isn’t easy, but it’s what we do best. To that end, we’re constantly on the lookout for the latest news and insights in our niche.  Read on for a rundown of interesting stories. 1. CALL OF THE MALL… AdAge asks, “Can Data Save the Mall?” Mall operators are just beginning to negotiate with…

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This Week in Big Data: Stories for the Interested Browser

It’s a buzzword. It’s a powerful tool. It’s misunderstood. The technology moves at an ever-increasing velocity.  It’s This Week in Big Data — a round-up of the most interesting data-filled journalism and content marketing. 1. PROGRAMMATIC/BROADCAST Nielsen Acquires Exelate, a data management player. “While programmatic ad-buying at the moment is largely a feature of the online advertising world, Mr. Hasker…

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Wingman’s Top 5 Game Day Ads

In Los Angeles, we have no NFL football team, so when the Super Bowl comes around, we root for our favorite television commercials. Specifically, we analyze the category that hits closest to home, considered purchases. Here’s our list of favorite spots for considered purchases from Super Bowl XLIX. # 5 – Microsoft – “Braylon” “What…

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Using Social Media Reviews for Social Proof Marketing

Social proof is a major asset when selling a considered purchase for the home. When uncertain about how to maintain, improve, or reimagine their properties, homeowners look to fellow homeowners to reinforce or rationalize their decisions. According to motivational consultant Cavett Robert, “Since 95% of people are imitators and only 5% are initiators, people are…

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Knowing When to Kill a Commercial

After 30 years of selling, writing, and placing commercials on radio and TV, there is one important lesson I have learned that has saved my clients and me a ton of money. If you’ve written a successful radio or TV ad, you’ll know it the first time it airs. If it doesn’t drive calls or…

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Programmatic Advertising Demystified

In a digital marketing landscape filled with jargon, programmatic advertising continues to claim the “buzzword blue ribbon” when it comes to acronyms, unclear language, and generally hazy definitions/understandings of actually-very-straightfoward concepts. So there’s no time like the present to take a clarifying look at how programmatic advertising works — to take stock of its current…

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September Newsletter

The rumors are true… We’ve just launched a brand new company website, and we’d love your feedback. Take a look and let us know what you think! Celebrity Spokespersons: Choose Carefully   Here at Wingman, we’ve had a long history of success with celebrity spokespersons. We’ve learned a lot about what it takes to cook…

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Considered Purchases Branding: Homeowner as Hero

  The teenage boy pops a piece of Blast chewing gum in a crowded hallway at his high school. Immediately, a cool shot of minty flavor explodes in his mouth. His newfound fresh breath boosts his confidence so high he can ask the cute cheerleader standing by her locker out to the dance. If the…

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Wearable Tech – Because Smart Phones Are Now Passe

If mobile and big data are still the current marketer obsessions du jour, it’s not hard to see tomorrow’s “it” fascinations just around the corner of our google glass field of vision … from where we’re looking these would be “the internet of things” and “wearables,” which, of course, are not mutually exclusive. For an…

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5 Check-in Marketing Strategies Worth Checking Out

In 2013, the Foursquare community grew to 40 million people who’ve checked in 4.5 billion times to over 1.5 million businesses. Along with Facebook, Yelp and Twitter, location-based social media apps have provided businesses the opportunity to interact with their customers both in-store and in real time. Customers who are satisfied with their check-in experiences…

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The Big Data Driven News Roundup

We’ve fished these headlines out fresh from the big data pool: 1. Did you know that the data-driven marketing service sector employs 676,000 people? Or that big data marketing was a 156 billion dollar business in 2012? These and other interesting data points came out in a recent industry survey. [Ad Age] 2. ”Do You…

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5 Classic Pay-for-Performance Deals: From Hollywood to Madison Avenue to the 405 Freeway

Pay-for-performance deals have no doubt been around since Adam first incentivized Cain and Abel with some incremental allowance money based on which son could produce the most caloric content for the recently-down-on-its luck human family. Are you listening to Pandora or Spotify while reading this blog post?  Then you literally have a pay-for-performance arrangement playing out between…

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Is Radio Advertising Still an Arbitrage Opportunity?

As evidence piles up that the digital ad market has become too fragmented and complex, are advertisers and agencies missing a prime arbitrage opportunity when it comes to radio? According to Cumulus CEO Lew Dickey, it looks like radio may finally be heating back up along with the housing market. “We’ve started to see a…

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The Big Data-Driven News Roundup – January 2014

We’ve fished these headlines out fresh from the big data pool. Enjoy. 1.  A recent eMarketer survey indicates that “lack of education is still the No. 1 thing hindering greater adoption of Big Data by businesses … and executives say it will be years before Big Data’s usefulness is fully realized.” Finance and retail are…

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