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Events

Super Bowl: The Pregame

February 4, 2014October 28, 2016Ad Club Of Buffalo

Logo. Overload. Let’s mix a city already considered an advertising mecca with an influx of millions of football fans. New York City, specifically Times Square is guaranteed to be filled with two things at all times: billboards and people. Super Bowl XLVIII meant one thing: MORE billboards and MORE people.

Although at first it seemed like the Super Bowl wasn’t as front and center in NYC as it typically is in other cities, as soon as my family and I deplaned, we were hit hard with Super Bowl-specific advertising. The most noticeable ad was from the NYC/NJ host committee, boasting that it was “An event so big, two cities needed to host it.” The host committee also branded NYC/NJ mugs and texting gloves with their logo on the left hand. Those who received their welcome bags quickly became walking advertisements.

Next stop was Super Bowl Boulevard, engineered by GMC. It stretched down Broadway, from 34^th Street to 47^th Street and every inch was littered with logos. XBOX, Papa John’s, GMC, Microsoft, etc. did their best to showcase products and engage fans with interactive displays and video. Many of the brands have are headquartered and have retail locations in the city, making them familiar and accessible for fans.

The streets were filled with volunteers ready to give visitors information regarding directions, attractions, or restaurants. Their puffy, yellow winter jackets and bright yellow New Era caps, sponsored by Visa, were eye-catching, making it hard to not see them (and the Visa logo).

Retail locations such as H&M and Macy’s pulled out the big guns for this event. David Beckham was plastered on all possible facets including video billboards, busses, and the windows of most H&M stores. There was also a meet and greet with him at the location near Super Bowl Boulevard the Saturday before. Queue hundreds of screaming girls ages 20-60.

Macy’s, an already a well-known brand, especially in NYC, capitalized on the event. All windows were covered in Super Bowl welcome signs, the entire ground floor was filled with mannequins in jersey replicas, flags were hung that lead shoppers into the NFL Shop on the entire 4^th floor of the store. While my family and I have been to a lot of Super Bowls, we had never seen a retail store embrace the NFL Shop in such a way.

Social Media also played a huge role in the days leading up the big game. Verizon Wireless had multiple billboards with the hashtag “whosgonnawin,” encouraging fans to tweet their prediction. The team with the most votes decided what color lights would shine on Empire State Building the night of the game.

These few details only scratch the surface of how companies used the Super Bowl to get their name and brand noticed. Each took advantage of the millions of eyes on them and I have no doubt that engagement soared during the game and the week leading up to it.

Now, let’s see if Peyton Manning will be allowed in any more Papa John’s commercials after that game.

AdWeek Events

Ad Week 2013 – From Reverse Mentoring to Questioning It All…

September 29, 2013October 28, 2016Ad Club Of Buffalo

Whoa! What a whirlwind week we had to close out September! Another Ad Week – generously sponsored by The Buffalo News – is officially in the books. And this year, we did not disappoint.

Hopefully you got as much out of it as we did. The panels and speakers were engaging and informative. And the crowds (thanks to you) were large and lively. If you ask us, that’s a great recipe for success.

In case you didn’t make it to all of the events, here’s a quick synopsis in short-bit Twitter form.

Tuesday: AdLab – Leadership at Every Level – In partnership with Performance Management Partners and Leadership Buffalo

We had a great crowd to kick off the Ad Week festivities and re-open another season of our popular AdLab series. All in attendance were very eager for a great discussion on reverse mentoring and how can generations work together.

As our AdLab offerings evolve, you’ll see more topics like this, which break from the typical marketing/communications topics and additionally explore leadership and best practices.

Throughout the year it should make for a nice mix of shop talk, but also bolster skills that will help us become more well rounded leaders in our field.

What we learned: Since anyone at any age or stage of their career can lead, there’s no reason to let generation gaps get in the way of good work. Leaders can emerge at any age or any level.

Wednesday: Social Media Coffee Talk with Craig Kanalley of the Buffalo Sabres

This Ad Week event was bright and early and had another great turnout. In conjunction with the Buffalo Niagara Partnership and the Social Media Club of Buffalo, the Ad Club hosted Buffalo Sabres Social Media Manager Craig Kanalley. Craig shared his story of being successful so quickly in the social media world, taking his talents from Buffalo, to Chicago, to New York City and now back to Buffalo.

What we learned: No matter how far you go or how successful you become, there’s always that chance to land your dream job back home. Craig did just that.

Thursday: The Golden Age of B.S. Bob Hoffman, author of The Ad Contrarian

%#$@ this was a great presentation! Pardon our French but some of Bob Hoffman’s passion rubbed off on us. He certainly didn’t disappoint the crowd by making us think about present-day advertising and shooting holes in commonly held beliefs.

What we learned: Bob believes it’s all B.S. The DVR hasn’t killed television advertising. Social media isn’t the be-all, end-all. Good creative still wins out in the end.

Friday: Ad Club After Hours

We raised a glass to a successful Ad Week at Lobby Bar at Statler City! Fun was had by all after what we believe was an invigorating and educational week.

What we learned: Every week should end with a Happy Hour!

We’ll see you at the next Ad Club event!

AdVENTising Blog

Do you really need to send out RFPs?

January 15, 2013October 28, 2016Ad Club Of Buffalo

Written by Member: Rick English

So you’re a small to mid-size advertiser and you need to hire a marketing communications firm––an ad agency. Easy. You send out a Request-for-Proposal to the dozens of agencies in the Buffalo/WNY phonebook(s). This assumes you still use a phonebook. Or you went to the Business First List. Stop! This is not New York, LA or Chicago. If you’re a good marketing manager, you should know by now who the shops are that can provide you with services clever enough to solve whatever problem you have. The most valuable product agencies have is their ability to sit and listen to what your challenges are, propose and discuss alternative paths and then creatively execute solutions. That doesn’t come out in responding to an RFP.

And whatever you do, don’t ask shops you’re considering to respond in an RFP how they would approach your project. Until senior agency staff members have had in-depth conversations with you about your situation, how could they possibly provide a meaningful response? Furthermore, 35 years of hard experience on both client and agency sides says most clients don’t really know what their problems are. A key skill good agencies bring to the table is their ability to define the client’s problem. It’s a skill most client-side people just don’t have.

Screw the RFP. Go talk to a few shops. If you don’t know any, ask around town who the good shops are. Talk to similar size companies about who they’ve had experience with. And accept that there are only three things you need to know about an advertising agency.

▪ Do you like the work they’ve done for their clients? If you personally like their work, you know that the agency can do work for you that you’ll be proud of.

▪ Do you respect the clients and brands they represent? If they are working for companies that you can recognize and respect, then they can do work for you. If you like the work but have never heard of any of their clients, keep looking.

▪ After having met them and discussed your issues and marketing communications in general, do you like them? Great work comes from great relationships and lots of collaboration. You’re going to spend a lot of time with your new agency. You better be able to get along with them.

Two other points. If an agency brags that they have never lost a client, don’t take that as a positive. It just means they haven’t been around very long.
Finally, don’t ask them how much they’re going to charge for everything. If they don’t know what the problems are, they can’t know what to do or how much to charge. A good shop will have smart people that you can trust. They’ll work with you to develop a budget strategy.
If you work for a company or institution that absolutely requires that RFPs go out, don’t let that stop you from sitting down and talking to some good shops prior to sending the RFPs. They won’t mind and you’ll learn a lot that will stay with you regardless of who you ultimately select.

AdLab Blog

AdLab: Sports Marketing and Sports Entertainment

July 17, 2012October 28, 2016Ad Club Of Buffalo

Re-Cap

There was a lot of great insight looking into the strategy of what it takes to pull off perfect execution in sports marketing.

Here’s a sampling of the key points discussed:

– Fan experience is the top priority for teams. Fans will support a team that genuinely supports its fans.

– Sponsors are now viewed as partners.

– Finding ways to improve the in-game experience is key.

– Gathering feedback whether it is surveys, social media or sitting in the stands. It’s all relevant.

– Team-run media, TV and radio, will continue to be a trend.

– Citizen journalists are welcomed. They help spread the word.

– Lower tier, sustained sponsorships are better than top tier, one-time deals.

If interested in future AdLab events you can learn more here.

Today the Advertising Club of Buffalo is offering up a unique sports marketing speaking event through our monthly AdLab at Templeton Landing (on the patio weather permitting). We champion our sports teams, whether they’re up or down, and we love to see them represented in profound, inspiring and creative ways.

If you ever wondered what makes the whole operation work, the strategy behind it and what pulling off perfect execution takes, you won’t want to miss it. This month’s professional panel is sure to provide insight into the hard work that brings sports marketing and entertainment to life. The panel will include Vic Carucci (Cleveland Browns Senior Editor, former NFL.com/NFL Network Senior Columnist) an award-winning writer who has covered the NFL for more than 30 years, Brent Rossi (Buffalo Sabres, Vice President of Brand Strategy and Marketing) and John Cimperman (CENERGY Activating Brands, Principal) with the conversation moderated by WGR550 morning show host Jeremy White (Entercom Communications, Talk Show Host).

Attendees will learn just what it takes to be successful in the sports ad business and the opportunities that exist for brands, products and services. The audience will get to hear the panelist discuss a diverse range of sports marketing channels such as sponsorship, corporate events and boxes, licensed merchandise, endorsements, broadcast, ground/clothing/equipment advertising, in-game activation, as well have the opportunity to ask questions on the topics.

Sports Marketing and Sports Entertainment: The Real Play Happens Off the Field
With Special Guest Vic Carucci

July 17 | Templeton Landing on the patio (weather permitting)
2 Templeton Terrace, Buffalo
Cash Bar & Hors D’oeuvres @ 5:15 p.m. | Presentation @ 6 p.m.

Pay Ahead Online: Student Members $5 | Members $10 | Non-Members $25
Pay at the Door: Add $5

More details and tickets can be purchased here.