Marilois on Media 9-13-17

Doing Good

For those of us of a certain age, the comedian Jerry Lewis was an icon. Back when there were only two or three TV network options, Jerry Lewis hosted a Labor Day weekend all-night telethon to raise money for the Muscular Dystrophy Association. Lots of people watched. It was fun to stay up all night, just to see how much money he could raise, as the celebrity himself, punch-drunk with sleep deprivation, returned from each commercial break increasingly disheveled. Dangling cigarette, stray curl, freed from slicked hair and tuxedo tie removed, he meant business. I think of Jerry Lewis' influence every time I read about a celebrity telethon. This week, Jamie Lee Foxx announced he will host a Hurricane Harvey fundraiser, September 12 at 8 pm, ET. Simulcasts will appear in LA, New York and Nashville. Too many celebrities to list, but it includes heavy hitters like George Clooney, Oprah Winfrey, Julia Roberts, Reese Witherspoon. etc. At one point in the 70s, the Jerry Lewis Telethon earned 85 million viewers. With new fund-raising models, like the Ice Bucket Challenge, and the ease of donating via text, it will be interesting to see both how many viewers tune in and how much money is raised. And, hopefully, Hurricane Irma won't knock out power to too many TV homes.

Micro Moment Obsession

I'm kinda obsessed with what Google calls "micro moments" because it's a unique opportunity for marketers to provide a consumer solution at a critical moment. It's not so much stocking the pond as much catching the big trout. Micro moments are the times when consumers, who are increasingly accustomed to on-demand, immediate information gratification, reflexively turn to a mobile device for answers. Google calls it "I want to know" or "I want to buy" moments. This week Google's VP of Marketing for the Americas writes about the increase in mobile searches for "best" anything, which have grown 80% in the past two years. The growth even extends to low-consideration purchases, like umbrellas, which have grown in search 140% in the past two years. And, really, someone does need to invent a better umbrella. That said, imagine what the "best" search phenomenon does for mortgages or cars. Also on the increase? Mobile searches for product reviews and especially mobile video for reviews. Read more here.

Is That Gross or Net?

This week Facebook shared discovery that it sold at least $100,000 in advertising to bogus accounts, all seemingly tied to Russian interest in manipulating our presidential election. Facebook says they have found $100,000 in ad spend from June of 2015 to May of 2017, associated with roughly 3,000 ads, that was connected to about 470 inauthentic accounts and Pages. Couple thoughts here: 1) That math equates to about 6 ads per inauthentic account. Smart strategy to spread ad spend thin enough to elude detection. And make it really difficult for FB to unravel. 2) Knowing how many impressions $100,000 will get you, over an alleged period of two years, my sense is $100,000 is the tip of the iceberg.

Kiosk Marketing

CVS announced this week that it will launch kiosks in travel hubs and college campuses. While it's not exacly the champagne kiosk I would have preferred in Boston's South Station, it is a really, really helpful idea. One retail analyst sees the move as a preemptive strike against Amazon, who is talking about an online pharmacy. I see it as much a marketing move as business solution. Like bank ATMs, the out-of-home branding exposure, in a micro moment of need (I'm traveling and forgot my contact solution), high-traffic area, medium that can't be turned off, is worth more than the kiosk-generated revenue.

Jet Blue Win

And speaking of non-traditional messaging genius, this week's nod goes to Jet Blue, which capped its out-of-Florida flights at $99, in response to Hurricane Irma. Considering the finite number of revenue Jet Blue risked losing to higher-priced seats and the infinite number of earned and owned media impressions in a significant news cycle, my guess is the ROI is positive. Plus they got to do something good. Win-win.

Marilois Snowman is managing director + founder of Mediastruction, a media design shop.

Marilois Snowman is managing director + founder of Mediastruction, a media design shop.

Marilois Snowman| Mediastruction | 508-540-3600 |marilois@mediastruction

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