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Women Want Solutions, Men Only Want the Very Best

He’s won trophies for his game face alone. He is the life of parties he’s never attended. Sharks have a week dedicated to him. He’s the most interesting man in the world and he’s right on point.

According to a new chart from comScore, men respond to commercials that makes superiority claims while women prefer to see solutions to their problems. It’s a sad, sexist state of affairs but we’ve seen the evidence on our TV screens for years. Female oriented commercials taught us how to remove ring around the collar, get a full serving of vegetables into our kids without a veggie on the plate, and look years younger and pounds thinner.

Commercials aimed at men promise faster cars, prettier women, adventure, and excitement. As unbalanced as it is, it’s hard to find fault when it’s a system that obviously works.

Chick-fil-A Turns a Made-Up Holiday into a Marketing Bonanza

Tomorrow is Cow Appreciation Day at Chick-fil-A, which means you can score a free lunch if you show up at any location dressed as a bovine beast. You might think that only the most dedicated fan would go that far for a free sandwich, but last year they served more than 450,000 “cow-clad customers,” and they expect to top that this year.

Granted, not everyone went whole hog. Some people came with cow-spotted t-shirts or paper ears, but even a partial costume is enough to earn you a free entree.

Steve Robinson, Chick-fil-A’s senior vice president of marketing says,

Online Ad Spending Predicted to Top 50 Billion in Five Years

Are you spending more money on online advertising? If so, you’re not alone. According to new numbers from eMarketer, almost every category of online advertising is growing and will continue to do so into 2015. At that time, they expect the market to hit 49.50 billion.

Search still claims the top spot for dollars spent, but video is the fastest growing format. The old fashioned banner ad is still climbing and email is the only category that slipped.

Who is benefiting from the rise in online ad dollars? The big five, Google, Yahoo!, Microsoft, AOL and Facebook. eMarketer says that combined, they’ll claim 68% of 2011’s total online ad spending. That still leaves a nice chunk for smaller ad network and individual site buys which eMarketer recommends as a way of staying connected to a specific industry.

Insurance Emails Click While Technology Emails Lag

Social media is great for the fast hit, but email is still the option of choice when it comes to delivering a customized marketing message.

A new study by Harte-Hanks shows that overall delivery rates are at 95% for 2010, slightly up from 2009 and unsubscribes are down to .19%.

When it comes to the all important open and click, it varies by industry. Overall, open rates dropped to 17% from 26%, but Harte-Hanks says this might not be an accurate depiction of the facts. They say that many emails only report as “open” once the images have been downloaded, but many people will skip the images, rather than deal with the potential for a virus or simply because it’s an unnecessary step.

Direct Mail Still Works Say USPS

We may be living in the digital age, but the U.S. Postal Service would like to remind you that direct mail campaigns still work. In order to prove their point, they created the Marketing Achievement in Innovation and Leadership (MAIL) Award, solicited nominees through Deliver magazine and chose a winner.

That winner was branding agency Mlicki, and they won for their Blue Octo campaign which had a 10% response rate.

The Blue Octo is a line of waste-water pumps and these guys managed to make it look cool and exciting. Their mailer looked like a classified dossier with reports and photos about sightings of a mysterious Blue Octo creature.

Mlicki creative director John Randle told Deliver;

The Real Cost of the Free Sample

The free sample is a staple of marketing. Just spend an hour walking through Costco or perusing a money-saving mommy blog. Look at the number of people who will give up a Facebook “like” in order to get one or how many friend’s email addresses they’ll pimp out in return.

The trouble is, free samples aren’t free for the business who provides them. They actually cost quite a bit of money, particularly if they have to be shipped to thousands of people. Consumers don’t get this. Especially if they’re asking a business to donate an item to a local charity. Consumers think, well, you’re making cookies anyway, so what’s the big deal about making two dozen more in support of the youth soccer team? After all, it’s good advertising for your company, right?

What’s Next? Marketing to Match Your Mood

It’s just another manic Monday, which means I’m in the mood for chocolate, Ramen noodles and movies that don’t make me think. The last thing I want to do is cook, so this would be a great time to show me an ad for a pizza delivery service that includes fresh-baked, chocolate chip cookies with every order.

Imagine if you could match marketing to mood. Actually, you may not have to imagine for long, because the experts say it’s coming soon.

Moodagent is one step in that direction, it’s a mobile phone app that delivers a playlist of music based on your chosen mood. The program uses a variety of criteria to slot songs into emotional compartments such as happy, angry and sensual. For some odd reason my husband thinks “wistful” should be one of the choices, but what would it play? “Rainbow Connection” and “Breakfast at Tiffany’s?”