Effective Marketing Measurement
There’s a key word in the title of this blog… Effective. If you are interested in truly knowing your ROI on marketing and advertising — what’s working and what’s not — that word should stand out big time. I’ve had many conversations with business owners who are checking off the Measurement box and doing all the “right” things when it comes to evaluating marketing decisions, but the questions they are asking aren’t necessarily the most effective when it comes to truly deducing what marketing is working for their business.
I came across this article that lays out a scenario I’ve seen many times. Much of the issue stems from basic consumer behavioral changes that, if not considered, could lead to assumptions about your marketing mix that aren’t true….
A Good Marketing Strategy Begins With Effective Advertising Measurement
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89135 Magazine | May-June 2015
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89117 Magazine | May-June 2015
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89138 Magazine | May-June 2015
Your favorite Zip Code Magazine is now available online! Click here to read the issue now.
89134 Magazine | May-June 2015
Your favorite Zip Code Magazine is now available online! Click here to read the issue now.
89128 Magazine | May-June 2015
Your favorite Zip Code Magazine is now available online! Click here to read the issue now.
89144 Magazine | May-June 2015
Your favorite Zip Code Magazine is now available online! Click here to read the issue now.
A Refreshing Farewell to Pretentious Fine Dining: David Clawson, A Fine Cooking Restaurant
By Aly Wagonseller
IN A PLACE THAT (FOR SOME) MAY SEEM LIKE A metropolis away, one of the best new restaurants our city has experienced, regardless of locale, has taken root. David Clawson, A Fine Cooking Restaurant, located at 2840 Bicentennial Parkway between the Anthem Highland and Sun City communities, brings something extraordinary to the south side of town. The attention to detail here is aston- ishing; from the amuse-bouche of thinly sliced salmon with avocado mousse served on a Himalayan salt plank to the garde manger stylings of a meticulous young chef who artfully plates behind the open view, chef’s counter seating area, David Clawson Fine Cooking is a must visit for anyone who enjoys elevated cuisine, yet can do without the snobbery that’s so often associated with it.
The origins of this Strip-worthy establishment could easily be mistaken for celebrity chef status if it weren’t for the philoso- phy of Chef David Clawson, an unpretentious restaurateur who prefers to offer honest, sophisticated food sans the tourist trap fluff. Chef Clawson has been in the industry for more than 30 years, opening and heading the culinary teams of fine dining establishments that include The Ritz Hotels, Hotel Nikko Atlanta and most recently the Vail Mountain Dining at the Game Creek Club and Restaurant. Living in NYC, he discovered more modern influences under the direction of Daniel Boulud. While his namesake restaurant exhibits a contemporary sensibility, he prefers to bill his fare as real food that you can identify, taste and crave well after you have eaten it. And crave I most certainly do.
The menu consists of globally influenced small plate offer- ings that are designed to be ordered on their own or paired with wine, sake and beer options as suggested on a separate pairing menu. We chose the 2 ounce pairing option and were impressed at how amiable they were to changing out options due to personal taste requirements. Not once did I feel like a low life wine slob because I preferred a Pinot Noir with my fish or a stainless steel aged Chardonnay with my steak. In fact, our server’s enthusiastic suggestions for substitutions made our meal that much more memorable. This is how a real restaurant – for real people – should be.
Small plate may sound ho hum but this is not your normal fare. Organized by one word categories of food genre, i.e. wild game, fish, duck, bread, pork and so on, the menu is easy to follow and not overly complicated, yet presents a sophisti- cated flavor profile. We started with the vegetable, a cold asparagus, shiitake mushroom beauty served atop a meyer lemon curd with lemon foam. Lemon done two ways was an interesting addition to the earthy vegetables; the acidic tart- ness of the light and airy foam acting as the perfect foil to the sweet and creamy curd that coated the plate. A jumbo crab cake followed that had no binder, just huge chunks of succu- lent crab with a thin coating of panko on the outside holding it together. A delicate basil oil and vibrant red pepper sauce took the cake up several notches. Miso Sea Bass in a delicate broth, Lo Mein Garlic Noodles with crunchy garlic chips throughout, and an amazing Truffled Gouda and Fig Jam cheese plate served with house made crackers were all out- standing but for me, the Black Tiger Shrimp and Quail dish- es completely blew the lid off the place. Expertly prepared shrimp tossed in a chipotle vinaigrette were served atop a sweet corn puree dotted with chorizo slivers, jicama and cilantro micro greens. The combination of smoky, sweet and spicy was superbly balanced and, simply put, sublime. The quail offering was equally outstanding. I have to say quail is not on my staple list of food items I order at the neighbor- hood watering hole, but this rendition was bold, yet some- how homey and comforting at the same time. Marinated with an achiote spice rub, the skin was caramelized and crispy while the meat remained moist and flavorful. Served atop a green chili spiked macaroni that provided a nice kick, it’s a go-to for any future visits.
There really is something special about David Clawson, both the chef and his restaurant. He’s created something truly inspired and sophisticated, and he’s made it for locals that know their food, but don’t feel the need to brag about it. David Clawson, A Fine Cooking Restaurant also offers a Chef’s Choice, multi course prix fixe Omakase experience with reservations only. For information, call 702-466.2190. ◆
Back to the Basics
Sometimes it’s good to go back to the basics. For the Zip Code Magazines and our customers, that means taking a look at the tried and true ways to achieve the highest ROI and the biggest bang for an advertising dollar. As many of you have heard us say, “Advertising stays where it pays.” That couldn’t be more true, but there are definitely ways to make sure the “pays” part is as big as possible. From understanding messaging and calls to action, to really dialing in your methods for effective measurement (That’s not just asking random customers where they heard about you!), going back to the basics is a great way to cut through the gnarly forest of modern day advertising options to ensure the foundation of your brand is strong.
We found a great article from advertising expert Dean Parker to help focus us on the basics of effective advertising. Hope you enjoy!
Get the most bang for your advertising buck by following these eight tips
By: Dean Parker
- Reach your target market.
To ensure your advertising campaign is effective, you need to speak with the right people. Start by reviewing the demographics of your current client base. If you are already successful in one geographic region, age group or industry, then look at maximising the exposure to other potential customers in that same group. Find out which publications or websites target these people and look at advertising there. - You need more than one advertisement.
An advertising strategy is a plan that you commit to for the long term. Advertising results are not always instant.It is best to advertise in the same medium repetitively, rather than placing ad hoc advertisements here, there and everywhere. It generally takes three exposures to your same advertisement before a potential client will respond.
By advertising on a regular basis, it shows that you are committed to finding new clients, and the next time you advertise, they may be in a position to respond.
- Have a call to action
To gain instant results from your advertising campaign, include a discount or special offer. An expiry date help motivate customers to act straight away. No expiry date means people soon forget about the offer and may not purchase. - Negotiate for editorial coverage.
If you commit to regular advertisements with a publication, ask for editorial coverage. A third person editorial provides your product or service with credibility. Your editorial should be written to look like a regular article. It must be newsworthy and include some professional tips, news or trends that re-enforce the message of your advertisement. The aim is to build your reputation as an expert in your industry. When a customer needs your product or service or has a problem, you’re the first person they think of. - Make it professional.
When designing your advertisement, seek professional advice. Many publications have a graphic design department that will be able to assist you. Ensure that any logos or photos you are using are of the right resolution. Include all relevant contact details in the advertisement, such as your web address and phone number. - Check and double check.
It is your responsibility to ensure the details in your advertisement are right. Ensure that phone numbers, web addresses, dates, prices and details are correct. Have someone else in your business proof-read the ad. - Be prepared!
Hopefully your campaign is a success and you are rushed off your feet with new enquiries. Before the advertisement goes to print, ensure that any products or services advertised are in stock and available. - Measure the outcomes.
Question every new client on where they heard about you. This will enable you to work out which advertising campaigns have worked and which haven’t. This is valuable information that helps you set an effective advertising strategy for the following year. This information also helps you accurately allocate future advertising budgets for maximum return.
Now that your advertising strategy is in place, get ready for the phone to ring.
Speaking to Boomers… (and, pretty much every other generation)
I saw this article recently in MediaPost and the headline caught my eye: “Ever Wonder Why Baby Boomers Don’t Respond To Your Advertising?” Relevant, as connecting with this large and powerful generation (Consumers over 50 years of age represent 44% of the U.S. population, control 70% of disposable income, and account for 49% of all spending on consumer packaged goods according to Nielsen.) is most certainly in the best interest of business. And definitely an issue I’ve thought about and discussed with customers frequently in my line of work.
What I’m wondering, however, after reading the entire article is whether these are good tips for advertising to any generation. It’s a fact that “Millenials” also react well to authenticity… as a Gen X, I can safely say I do as well, in addition to my peers. Really, who doesn’t want to be talked to in an original, non-condescending way about something that will actually make our lives better, easier or more fulfilling? The larger issue may be that this demographic is being ignored all together, and that’s why your ads may not be resonating with them. My advice? (Since I’ve got you here already.) Know thy customer and talk to them like you’d talk to a friend in person. If you are selling a product, service or experience that Boomers want, make sure your advertising reflects that respectfully, and without all that cliche jargon and generalities that make everyone cringe.
Read this article for some good tips for your next ad: “Ever Wonder Why Baby Boomers Don’t Respond To Your Advertising?”
I’m confident you’ll begin to see a response.
See you around the neighborhood,
Greg
