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Do we all need a LaCava?

Recently, Tiger Woods won his 5th Masters and mentioned the special relationship he has with his Caddy, Joe LaCava. Tiger Woods had bogeyed the fourth and fifth shot to fall three shots back, with doubt creeping in, this is when LaCava earned his merit.

Tiger woods was quoted saying, “The talk that Joey and I had off of 5… I just listened. He was saying some things that I can’t really repeat here. Then I went into the restroom and proceeded to say the same things over and over to myself, and then came out and I felt a lot better.”

Thereafter, Tiger Woods returned to the green and the following outcome happened: par, birdie, birdie. He was back in the game.

A good agency is like having your own Joe LaCava. The Caddy’s job is to help with the club selection, read off the green and to help so the player doesn’t second guess himself when he steps up to the ball, giving the golfer the luxury of concentrating on the important things.

We all look for a LaCava as a way to make our life easier and help us with every upcoming bunker, when you want to buy a house do you google every estate agent looking for the best property or do you only search through Rightmove? When you want Home Insurance, do you call all the lenders or browse Compare the Market? The same can be done with cars and Autotrader, a plumber through Check-a-trade or a hotel through tripadvisor. We all have our own LaCava.

So why don’t you buy advertising this way?

Why do we find ways to save time and money in our personal lives but when it comes to marketing/advertising our business, we’re happy for it to consume our day? There are so many platforms, mediums and suppliers available today, how do you keep up to date on which is right, and which is wrong? 

The present model of buying advertising hasn’t changed over the last 15 years; you speak to a supplier who will send you a rep, the rep will try to sell their own products and services to you and will tell you why they’re better than anyone else.

Will they come to recommend another Supplier? No! So, you need to see another rep from another supplier who will tell you why they’re better and so on and so on.

Imagine a world where a supplier recommends another supplier because their product would be a better fit for your required ROI. A world where a supplier will say they don’t offer the right product for you, but you should call another supplier. Let’s face it, this won’t happen. 

But there is a LaCava of the marketing/advertising world.

Would you like a solution to which suppliers offer the best reach, the best ROI and which supplier can perform better than the other. As a marketing manager all you want is the information to make an informed choice, to have everything at hand, to know the investment you’re about to make is the right one. 

An agency, much like LaCava or a comparison websites are there to help and support their clients in making the right decisions, to help analyse the market place for the right product, to help save time but, more importantly, an agency becomes an extension of your team.

Marketing. A bit like picking out the perfect outfit.

Marketing. A bit like picking out the perfect outfit. It’s the image that you are trying to present to others; it starts with how you dress, the colours and design you choose.

You choose your image to portray yourself as a business professional, a rocker, an IT nerd, etc., and by doing so, you are expressing to others through your appearance, character, endearing attributes, and in the end, the value you offer to others.

Keeping on the appearance track, as much as we do not want to admit it, appearances are important – first impressions count and are driven by appearance. Whilst impressions can be moulded and changed later, they do require time and effort to change, so we do our best to get it right from the get-go.

How you “dress” your company will determine how effectively your message and image will be accepted by consumers.

Make your marketing your perfect outfit of the day.

Get in touch with us to get your brand seen and heard, by the right people, in the right locations, and at the right time. 

Be heard by the right people, at the right time.

Audio is driving the creative revolution.

Radio accounts for 75% of all listening, but with the rise in new audio formats such as podcasts and streamed music services, listeners have more options now than ever.

Radio advertising is an effective way to reach your target audience and it gives you the chance to get very creative on a small budget when compared to other mass broadcast media like TV. When thinking about a radio ad, repetition is recognition, how often your target audience hear your creativity is crucial.

If you want your ad heard by your listeners, it needs to air multiple times (at least 3 times!). Running your commercial once a week for a month isn’t going to be enough. It is all about where and when your target audience are likely to be listening.

Creativity and radio go hand-in-hand.

Writing a script for radio is a tricky task, you have to be clear and concise right from the start; your listeners cannot rewind a commercial if they missed a message – you need to grab their attention immediately and hold onto it. It’s an interesting balance to strike but using creativity and personality you can write an engaging, unique script.

“Radio is one of the rare medias that is consumed whilst doing other things, washing up, doing a sudoku or driving a car. What the creative has to do is cut through and grab people’s attention. Get in their consciousness and make them want to listen. It’s not easy but, if you can make them invest their attention in what you are saying then your creative has achieved its job in delivering it’s message” – Jon Hiscock, Creative Art Director, CMe Media

CMe Media have access to an in-house audio specialists’ who love to make you sound good!

We can help you identify where audio is important to you and work with you to create a distinct sound that will reflect, protect and uphold your brand and deliver messages to your audience.

With over 40 years’ collective team experience, CMe Media have the contacts and the know-how to get your adverts heard on the right stations and platforms. With in-depth knowledge using correlative mapping throughout the UK, we can target the right audience to make the impact that you need. There are so many ways audio impacts your relationship with your customers, so wouldn’t it be nice to have someone you can turn to, to ensure you sound the very best you can.

If you want to find out more about radio advertising or want to get your ad heard and not forgotten, then get in touch with us at CMe Media.

A brand by any other name is still a brand?

What’s in a brand? How do you define your visual identity?

Do you still remember a bad first impression? A bad first impression is hard to shake, especially when you’re competing with so many other individuals (or companies).

Studies have showed that within the first 5 seconds people form judgements about likeability, competence, attractiveness, to even trustworthiness. The question to ask when taking this into consideration is:

“What judgement will people form about your brand within the first 5 seconds of exposure?”

With a reaction time like that, you need a clean, sharp and crisp representation of your brand. Anything else would allow people to associate your brand with the complete opposite. It’s clear that a strong visual identity is important, but what exactly is a visual identity? And how do you go about creating one?

Your visual identity comprises of your logo, typography, images, creative design and even the colours used. We can all list these out and on paper, sure, it will make you stand out; but how do you get to the heart of how these elements to communicate to your customers who you are, what you stand for, and why they should be loyal to you?

Knowing your audience is important.

Decide how you want to resonate with them and continually tie that back to your core values. The key is to start from what you know, what you are good at and strongly believe in and let your brand evolve.

Always ask yourself: How is my brand going to be powerful and effective but still simple? When you’re developing your visual identity, always drive what you’re doing back to your mission to keep your brand on track.

If you think about brands to date which have kept to their core values and resonate with their target audience, you would be able to list them off seamlessly.

Your visual identity is just part of building your brand, you must learn how to convey the values and personality of your business. Value to you may be different to someone else, it comes in many forms from customer service, how you engage your target audience or the product you deliver.

Not sure about your brand strategy? The CMe Media team have a wealth of knowledge and expertise who can help save your time, so you don’t waste yours to find the right target audience for you and help you build your brand awareness.

IMPACTS, ROI = Typical Advertising Agency Team Meeting Topics

I thrive on a good catch-up session with the team and talking about the latest news in the media world. During our discussion on the list of late space offers with our out-of-home suppliers for June, our agenda took a different turn and as a team we ended up discussing the impact and power of out-of-home advertising.

As a mum who has children and someone who understands the issues about healthy eating and raising our children in a healthy world, I still struggle to understand why it’s the same price or cheaper to buy a large sharing bag of fizzy sweets or caramel layered chocolate pieces, rather than a single small 30g bar of chocolate. Handing a huge bag to a child and expecting them to stop after just a few is very difficult.
I recently heard a very impactful radio campaign which was for Cancer Research, I believe. It had a question, ‘What is the second biggest cause of Cancer in the UK’? Cigarettes is the UK’s number one biggest killer, closely followed by obesity.  I was surprised by this, especially since the number of large sweet bags increases and the range of fast food drive thru’s are also growing.
It’s no surprise that the UK’s obesity levels have tripled over the last 30 years in the UK, with the level of advertising placements that entice us in with their delicious and tasty looking images on so many billboards, bus stops and train stations at all times of the day. You are guaranteed at some stage when you feel hungry to be lured into a swayed decision.
As an advertising agency mapping hundreds of billboards and out-of-home options for clients on a weekly basis, we understand the power and cost effectiveness of some of out-of-home locations.
It seems the Mayor of London is with us on this with his proposal last week. If you missed it, Sadiq Khan the London City Mayor is targeting goods high in salt, fat and sugar to address the ‘timebomb’ of child obesity. If the proposal is approved, fast food adverts are to be banned from London’s tube and bus network to control a prevalent of childhood obesity.
Sadiq Khan clearly understands the power of out-of-home advertising! The food giants have invested in London alone in 2016/17 £20million in advertising and the TFL network accounts for £13million of this spend.
Whilst there could be a nice bit of availability in the City when and if this comes into play, it will demonstrate the power of this media vehicle to other brands, products and businesses.
Personally, I agree with his decision, especially after hearing his strong statement claiming, ‘obesity is a ticking timebomb’.
Success and post campaign analysis are so important to a client and any advertising agency. Hearing the success of sales of these fatty, high sugar, salty foods and then hearing that the country is getting fatter, obese and unhealthier begs the question. Would these campaigns be deemed successful?
Our conclusion as a team, is that salads will take over the TFL network and we’ll need to grow more lettuces then we’ve ever needed before in this country! But, that won’t be a bad thing hey? Of course, if superfoods are more your thing the why not head over to Grape Tree where their range of superfoods that will really get your body kick started!

You need a plan

In business today people always talk about a plan.

“You’ve got to have a plan”

As a business owner myself, it made me think, “am I doing this right?” In fact, have I ever been doing it right?

I started CMe Media 3 years ago today with no plan of how I was going to make any money. I had no idea what was going to happen I just knew I wanted to do this. I was throwing myself into an unknown world, and I’ll be honest, I was pretty petrified.

I was a divorced, single mum, my own mother had just survived a breast cancer diagnosis and my father had been made redundant – you honestly couldn’t write this, my life put the writers at Eastenders to shame. None of these things were expected but they brought a focus to my life. I needed to be closer to my family so, I left my demanding job in radio sales and realigned my priorities.

I took stock of my skills and strengths and registered myself as self-employed, so unplanned was this move I had no answer when HMRC asked what my business would be called?

With no desire to spend another 40 minutes on the phone I acted on my feet. My name begins with ‘C’ and it’s just ‘me’ buying media, so; ”CMe Media” I blurted to the underwhelmed gentleman on the other end of the phone.

With a small amount of money, my beautiful Nan had left me, I was up and running. While the ‘up’ was reasonably straight forward I certainly hadn’t planned on how demanding the ‘running’ was going to be.

I didn’t sleep, my life was far from glamorous, I lived on coffee and biscuits, the kids entertained themselves and took my laptop with me everywhere, yes I mean everywhere. Eventually, my mum came on board to help with the accounts. It was only meant to be a “couple of hours a week” but before long, she was joining me at the kitchen table, often working alongside me into the early hours. She hadn’t planned on joining the business, but like all mums, she would do anything to see her child succeed

I didn’t take a wage for six months and constantly asked myself why I was doing it and, as I didn’t have a plan, I wondered whether I ever would earn a penny. Scared to make any commitment I drove a rental car, rented a small house and avoided any type of expense. I won’t lie, I was jealous and wanted a touch of glamour and indulgence in my life, this was a far cry from my radio sales 9 -6 with a good guaranteed income.

Seven months in and with Christmas just around the corner I was wondering how I was going to meet the obligations to pay my suppliers two months in advance. This was the lowest point…When I shut my laptop down and considered never turning it on again and just running away from it all…

But I did turn it back on, and I continued to work hard. It didn’t get any easier and people close to me made allowances for my distracted nature and my mobile phone constantly ringing.

Two years later and I am now proud to be the owner of the respected Advertising and Media Agency CMe Media. I have a strong and committed team around me now, who share my passion for hard-work. It’s their respect for our business that means I can now sleep at night.

I guess what I’m trying to say is maybe you do need a plan. Maybe my journey might have been less hazardous had I plotted my path with careful forethought. But you should never underestimate yourself. Believe in what you do. Know that if you are honest, genuine, hardworking and always treat people with respect, then you can achieve your dreams.

As I said, today CMe Media celebrates its 3rd birthday and as I raise a glass to toast this milestone, I’ll share a moment of satisfaction with myself as I reflect on how I got here.

And now one plan I will be making, is how we celebrate in style. I know for sure it won’t involve ready meals, coffee and biscuits. It will be replaced for an abundance of bubbles… Cheers to us!