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 practical and effective insights.
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…
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 assume they can’t get it right. Well, we’re here to tell you: It’s…
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…
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,…
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…
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 remnant advertising is a must-have addition to…
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…
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…
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. While the latter have been hailed as an industry game-changer and boast…
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…
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…
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!!!
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,…
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 these dominant digits offer transformative potential for today’s forward-thinking…
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…
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…
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” with the oft-repeated phone number have been their…
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 what does all of it mean for the home…
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,…
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.
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 homes are all they’re cracked up to be, and to what degree…
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…
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 look at why the Boomers remain a force to be reckoned in the…
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…
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.
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 going green. Unfortunately, the upfront costs associated with eco-friendly home…
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.
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 mattress companies expanded, increasing the number of brick-and-mortar locations…
“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 selling the product and the way your most avid…
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…
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…
Did you know vacation home purchases were up 54% year over year for 2014 and that vacation home purchases represent 21% of the real estate market? That’s big business and a big opportunity for advertisers… When we think about considered purchases for the home, we intuitively start with a primary residence — owner occupied and…
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…
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…
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…
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…
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…
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…
In the October 8, 2014 issue of The New York Times, Home and Garden reporter, Steven Kuruntz, asked if buying a new mattress was easy. Without a moment of journalistic hesitation, he answered his question in the headline, “Dream On.” No one at Wingman Advertising held their breath for Kuruntz’ answer. After 21 years marketing mattresses, we…
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…
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…
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…
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…
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…
The so-called “live read” has been a staple of radio’s advertising mix from the very beginning of the medium: The earliest documented paid radio ad in 1922 was essentially a 10-minute live read promoting a commuter train line serving Jackson Heights, New York. (Automobile ads were just a gleam in J. Walter Thompson’s eye back…
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…
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…
1. Recent polling data suggests a big dollars shift from TV to online video might finally be under way. In an October survey by Adap.tv and Digiday, 31% of responding brands said they were “planning to shift their advertising budgets away from broadcast television and into online video, while 30% planned to take money away…
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…
This year’s Dodger playoff run was without a doubt the most memorable since 1988, with the small caveat of that painful game 6 NLCS exit at the hands of the Cardinal way. The 2013 Dodgers were must-see TV after the arrival of Yasiel Puig, who presented the club with a dilemma we’d all be so…
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…