Images from the Los Angeles Auto Show

Media Partners Worldwide was invited to attend the media day special event at the Los Angeles Auto Show on November 19. Here is how we saw it – our view of the Mercedes-Benz World and North American premieres:
Mercedes-Maybach S600 Mercedes-Benz President Stephen Cannon Mercedes AMG GT S Mercedes AMG C63

….and here is what they provided us to share with you:
2016 Mercedes-Maybach S-Class (5) S-Klasse, S 600 Maybach (X 222) 2014 Mercedes AMG GT

A popular debut at this year’s LA AUTO SHOW was the refreshed Mazda CX-5 and the all new Mazda CX-3, which has sex appeal in a segment where it normally isn’t found. One drawback is a high load floor cutting into the CX-3’s cargo room.
MAZDA6 Mazda CX-3

Cadillac asserted its objective to regain its prominence alongside the German sports leaders in the luxury segment and introduced the ATS-V sports sedan and coupe:
Cadillac Cadillac ATS-V Cadillac ATS-V Coupe

Other brands observed at the two-day media event include the next generation Ford Explorer, as well as debuts from Toyota, Scion, Volkswagen, and the MOPAR enhanced Dodge Challenger:
Ford Explorer  Toyota Dodge Challenger T/A Concept

Direct Response Writing for Success

EngageWriting for Direct Response requires a different approach as compared with regular retail radio advertising that focuses on developing a brand and image. While some of the same key approaches are required for any successful radio campaign, here are some of the essential elements a direct response radio script needs:

  • Speak to the heart of the listener with a clear purpose to solve their problem. From the start, your commercial needs to be about the listener, not the product. How does your product or service provide benefit to them – their needs and desires
  • Present the unique benefits of your product in relation to how it solves the listener’s problem. You may have a product that is similar to your competitor’s, thus you must present a compelling unique characteristic that sets you apart. You can focus attention on a characteristic or benefit that your competitor is not talking about. Competing products may be quite similar, thus the advertiser who communicates a unique benefit will set themselves apart
  • Include a strong offer: A special limited time free trial, discount, risk free incentive, or low introductory price. You must communicate the idea that if people do not respond to your offer immediately, they will pay too much later or miss out. The stronger the offer, the stronger the appeal of your direct response radio copy, and the greater the response you will see
  • Refer back to the benefits of the product later on in the script after drawing in the listener on a personal level after stating the offer.  Repeat the offer in the CTA (Call to Action)
  • Your Call to Action should be focused. A phone number repeated, or a website.  Not both.  Don’t give listeners an option to call or go to a website. The result will be fewer responses.  Listeners should only be given one clear call to act
  • Consider using Vanity 800 numbers and URLs

It’s that simple. Is your message and offer compelling enough for the listener to stop what they are doing and call you now? So, start thinking about what your company is, who you are trying to reach, what gives you an edge, what is your incentive – and then give us a call and we can put together a direct response media campaign structured to succeed!

Media Advertising Spend Trends

Weakness in TV advertising was spotlighted this past week when media companies reported third-quarter earnings. Earnings for Discovery Communications and Walt Disney Company were both below analysts’ expectations leading to chatter that the shift in ad spending toward digital and mobile is impacting TV. Facebook is an example of a stock that has performed handsomely this past year, and has announced plans to heavily invest in 2015 in new advertising products and platforms.

Of course this may be a cyclical rather than evolutionary phase. While digital platforms are nabbing a larger share of the advertising media budgets, TV seems to be mostly immune to digital’s growth. Excluding political and events (Olympics), both of which are responsible for periodic but not annual ad spending, the WSJ reports that USA ad revenue rose an apparent 2.5% in the third quarter YOY, and 2014 is on track to register a similar YOY rise. 2013 saw an even more robust 3.2% growth meaning that the slowdown in 2014 may represent a trend. Then again media investors see overall ad revenue picking up in 2015 and accelerating through 2018.

National TV advertising lost share in the third quarter, dipping to 21.8% of total advertising from a slightly higher 22.1% in 2013.

USA’s Top Voiceover Talent

voiceoversLast Monday (10/27/14) Benztown released its first-ever 50 Voice Power Index, a ranking of voiceover artists in the USA. The criteria included number of affiliates, station size and market. This helps shine a light on the value of voiceover to successful brands.

1. Pat Garrett
2. Scott Fisher
3. Cousin Deke
4. George W Robinson
5. John Willyard
6. Jeff Berlin
7. Harry Legg
8. Scott Matthews
9. Chad Erickson
10. Rachel McGrath
11. Steve Kamer
12. Sean Caldwell
13. Howard Cogan
14. Randy Reeves
15. Dr. Dave Ferguson
16. Dave Kampel
17. Matt Anthony
18. Chris Corley
19. Rick Party
20. Rich Van Slyke
21. Heather Walters
22. Jim Conrad
23. Tom Pagnotti
24. Jake Kaplan
25. Jim Merkel
26. Wendy K Gray
27. Dave Steele
28. Jude Corbett
29. Allan Peck
30. John Reilly
31. Drake Donovan
32. Mike Muscatello
33. Jeff Laurence
34. Jeff Davis
35. Randy Cox
36. Dave Morris
37. Neil Wilson
38. Austin Keyes
39. Mitch Craig
40. Joe Cipriano
41. Steve Stone
42. Mike Blakeney
43. Apollo
44. Ann Dewig
45. Chuck Matthews
46. Amber Cotton
47. Cayman Kelly
48. Donna Frank
49. Ben Blankenship
50. Pete Gustin