Nike Steps In It and says “Just Screw It.”

Will Nike’s virtue-signaling help or hurt them in the short and long term?  In this video, I detail my explanation as to why I believe this is a huge marketing error.

 

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Tired of your ads not working? My new book will help with that…

Get the same ad strategies I use.

My long-awaited book, “High Performing Ads” is now available in the store on my website.

If you’re tired of:

  • Holding your breath when you buy advertising “hoping” that it will work
  • Feeling like you’re not getting any visitors to your website or store
  • Guessing what your ads – and headlines – should say
  • Wondering when and where you should be advertising
  • Not knowing exactly who your audience is – and where they are

Then this is the book for you.

In less than one hour, you’ll be able to implement the same tactics and strategies I use for advertising around the world.

Chapters include:

  • Send The Wrong Message and You’re Dead
  • 10 Common Advertising Mistakes Businesses Make and How To Avoid Them
  • Destroying Advertising Myths And Stereotypes
  • Your Headline Is Your ROI

and more.

Stop guessing about your ads. Get informed, and start bringing in traffic.

Remember: when you control the message, you control the money.

CLICK HERE TO BE TAKEN TO THE ONLINE STORE where you can download it from Amazon, Payhip, and Kobo.

Tim

p.s. After you read it, I’d love to know what you think of it, and how it helped you. Send me an email at tim at timburtmedia.com

My new book, “High Performing Ads” is available now.

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Alexa? We Have A Problem

The Most Popular Ad Isn’t Always The Best

During Super Bowl 52, the (highly flawed) USA Today “Ad Meter” focus group ranked Amazon’s “Alexa Loses Her Voice” commercial as the “winner.”

2018 Ad Meter results 1-3

USA Today’s criteria for judging Super Bowl commercials is: which ad is the most entertaining, or thought-provoking.

My criteria: what commercial will actually drive sales back to the company.

While Amazon’s star-studded (and very expensive) ad is extremely entertaining, it inadvertently highlights well-documented problems with the Echo and Alexa.

In this very short video, I explain why this ad – as entertaining as it is – contains deeper messages of mistrust and (possibly) deception.

CLICK HERE to watch the ad (approx. 4 minutes).

Tim Burt

www.TimBurtMedia.com

 

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How The Radio Industry Could Benefit From Bitcoin, Cryptocurrency, And The Blockchain.

How The Radio Industry Could Benefit From Bitcoin,

Cryptocurrency & The Blockchain

Notice the headline didn’t read Can, Will, or Should.

There are so many ways broadcasting companies could use blockchain technology and cryptocurrencies for its benefit (a brief explanation of blockchain, etc. in a moment).

But does the radio industry deserve this powerful, stellar technology?

Let’s take a stroll down the memory hole…

What Is An Internet? Can We Sell It?

In the late 1990’s and early 2000’s, radio station websites became a necessity. Sales management treated it as a “value added”, gimmicky selling tool. This led to websites looking like a mile-wide snapshot of the Vegas strip (and some still do) – because they didn’t know how it could be used properly.

Over time, smart radio stations removed the clutter from their sites, realizing that their users visit for information and/or entertainment (a.k.a. “content”).

With the rise of online video in 2003, I vividly recall telling my Operations Manager that we are “media” people. Any exclusivity to radio, television, etc. was dead.

They Ignored Me When I Rang The Alarm

  • In 2008 when I suggested to sales management that our three radio stations (in a top 20 market) needed an app. In 2017, the Apple App Store generated approximately $26 billion dollars, with 20 billion of that going to developers.
  • In 2011 when I told my General Manager that by using video, we could (at that time) help clients with their Google page rankings. Now, 72% of all internet traffic is from video.

Today, the radio stations wisely using digital platforms have effective apps and use videos to their benefit (Tip: stop producing “client videos” that nobody watches. Instead, share videos that already have traction).

The Rise Of The (Flawed) Big Data Machines

In the golden decades B. I. (Before Internet), Arbitron was the only data game in town.

If your station got great numbers, Arbitron was awesome. If not, blame Arbitron. Your station didn’t buy the book? Sucked to be you.

Radio now lives in PPM world. Of course, that data could never be manipulated (sarcasm off).

In the holy land of Social Media, Twitter and Facebook admit they have profiles that are bots which inflate “follow” and “like” numbers.

Has anyone – anywhere –  in the broadcasting industry ever stopped to think:

How Much Of This Data Is (And Probably Is) Flawed?

  • Ever have an email not go through?
  • Ever have your debit or credit card declined for “suspicious activity” when you’re the one trying to use it?
  • Ever get a Word document that is formatted incorrectly or is missing data, columns, or text?
  • Ever blacklist a spam email, yet you still receive emails from that sender?
  • Ever ask client if they sent a contract or proposal back because you didn’t get it?

The list could go on for days.

In 2018, every media outlet has become a sucker for “big data.” Analytics. Hyper-targeting via behavior patterns, listen times, and clicks.

Can You Honestly Say With 100% Certainty:

  • How many actual, real followers your Social Media pages really have?
  • How many minutes the average listener spends actively on your website?
  • How many people are really listening to your stream?
  • How many actual people are listening to your over-the-air signal?
  • How many people attended your concert in the park or shopping spree at the mall?

No. And here’s the truth: NOBODY REALLY KNOWS.

Arbitron never did. Nielsen doesn’t. Crowd counters don’t.

NOR DO YOU. The best thing you have is an estimate, and that isn’t an absolute.

Isn’t it time for absolutes for everyone involved?

Now, there is a new technology correcting the errors of digital days gone by.

What’s A Blockchain? Can We Sell It?

Bitcoin became popular because it was new, the first, and built on new technology. It is by default, the de-facto “face” of cryptocurrency.

But Bitcoin isn’t the story here. What powers Bitcoin and all the others is the underlying tech called blockchain.

In short, a blockchain is an open ledger being used by thousands of computers simultaneously. If one piece of the data being sent on the blockchain is somehow changed, the entire transaction would be altered and then invalidated.

It is completely secure, decentralized, and transparent.

The blockchain can send any type of data: contracts, proposals, etc. Not just digital money such as bitcoin.

What’s A Bitcoin? Can We Sell It?

Yes, you can buy and sell Bitcoin. I actively do. Without speaking geek-ese, here’s the truth behind Bitcoin.

Bitcoin is simply one type of digital currency. There are approximately 1,500 other “coins” or “tokens” that you can invest in, just like you do with stocks. They’re commonly called “altcoins,” “Cryptocurrencies,” or “Crypto.”

Unlike the traditional stock exchanges, the cryptocurrency market is global and operates 24/7. The market never closes. But a word of caution: it is extremely volatile.

Do you believe Bitcoin is a fraud or bubble? Right now, you can buy a penthouse in Miami for 33 bitcoin. There are people around the world who live their lives using nothing but bitcoin as payment. There are ATM’s in Europe that allow you to buy and trade bitcoin.

The future is here, now.

How Do Bitcoin And Cryptocurrencies Work Today?

Let’s say you want to send one tenth of a bitcoin to your friend. Using a QR code or your friend’s digital address (called a “wallet”), you simply authorize the bitcoin to be sent to your friend’s wallet. The transaction then travels through a chain of secure blocks.  Within seconds (or sometimes minutes), the bitcoin will appear in their wallet.

Fast. Secure. A fraction of traditional transaction fees. All done via blockchain technology.

The blockchain securely maintains multiple copies of the transaction, therefore it cannot be retroactively changed.

No, sales staffs…you cannot sell the blockchain. But you can sell the fact that your station (if wise enough) utilizes it.

The Blockchain Can Be Radio’s Lifeline 2.0

How can blockchain & cryptocurrencies benefit radio? Think of this:

There are companies developing software projects right now using geo-fencing and QR codes that will accurately and securely measure exactly how many people are attending your events. It will also reward them simultaneously with real “tokens” or coins. Not “points.”

There are companies developing tracking software that will reward people who watch and share your videos with tokens or coins.

There is a company right now developing a reward system for brick and mortar stores to not only reward people with tokens or coins just for entering their stores, but also for purchasing. That store can share that info on that customer with other stores on their “network.” A “preferred client” in today’s terms.

Tokens or coins equal real value.

That isn’t even the tip of the iceberg.

What’s the one thing that every single radio station in the world is striving for?

“Engagement.” Eyes for videos. Ears for TSL. Bodies for events. Quantifiable data, delivered via blockchain technology.

Can you see the future now?

Act Now, Or Pay Dearly Later

The good news is that cryptocurrency and blockchain technology are in their (relative) infancy. Now is the time to be proactive.

Don’t try to build your own blockchain. Partner with those who successfully have.

The radio industry cannot afford to make the same mistakes as they did with the internet in its early days.

To quote Morpheus in “The Matrix”: “I’m trying to free your mind, Neo. But I can only show you the door. You’re the one who has to walk through it.”

Will the radio industry walk through the door now? Or will they try to break through it like the Kool-Aid man long after the party has started?

 

Tim Burt

http://www.TimBurtMedia.com

 

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How To Waste $5,000,000 in 30 Seconds

Super bowl 52 ad review with Tim Burt
It is year #9 of my live critiquing, blogging, praise, and disgust at the spectacle of the Super Bowl ads. As usual, it’s on Facebook, and you can like that page right now by clicking here.

Usually, there is more disgust than praise.

This year, 30 seconds of advertising time will cost just over a cool 5 million dollars.

Don’t waste your time with the USA Today “Ad Meter.” That is truly a joke. They only ask their focus group which ads they “liked.”

Results and sales be damned, they just want to know what was funny, thought-provoking, etc.

To find out which ads I believe have the best chance of increasing sales for that particular business, follow my live blog and critique on Facebook by clicking here.

Get your popcorn ready.

Tim Burt
http://www.TimBurtMedia.com

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Winner, Best Ad of 2017: Samsung Trolls Apple – “Growing Up”

As a former, now reformed Apple “fanboy” – believing at one time that the Fruit Company could do no wrong – all it took to break Apple’s stranglehold on the US market (and my belief system) is some smart, devastatingly effective advertising from Samsung.

First, the commercial:

WHY THIS WINS

This ad simply, quickly, and beautifully demonstrates what every iPhone user (probably) has experienced, or is experiencing currently with their device (in order):

  1. Over-hyped, ridiculously long lines at the Apple Store.
  2. No expandable memory (which Apple continues to ignore).
  3. Smaller screens (until recently)
  4. No stylus to write on the screen.
  5. iPhone gets submerged in water, you put it in rice, and cross your fingers.
  6. Life without a headphone jack.
  7. No wireless charging (another very recent addition).

The ad then smartly shows you that – spoiler alert – Samsung has, and is far ahead of Apple.

In other words, Samsung SOLVES APPLE’S PROBLEMS.

YOU’D THINK APPLE WOULD HAVE LEARNED…

FIVE YEARS ago when Samsung ran a very similar ad which mocked their core audience and iPhone’s lack of features.

A brilliant use of a technique called compare and contrast.

HOW CAN YOU FOLLOW SAMSUNG’S LEAD?

If you own or are in charge of marketing a small business, you can’t mimic everything that Samsung did here.

But what you can do is relentlessly highlight the strengths of your product or service.

HOW TO IMPLEMENT, SUBTLY

For instance: let’s say that you own a tire shop. You just received a shipment of the latest and greatest tires from the ABC Tire Company, which can go 100,000 miles without being rotated (someday, that will happen).

By saying in a video or radio ad, “The earth is roughly 25,000 miles round. Your current tires would let you drive around our planet once, maybe twice before you’d have to get them rotated. The new ABC Extra Long Life Tires would let you circle the earth four times. You could be on the road, or in the waiting area at the tire store. ABC Extra Long Life Tires…available right now in many sizes at (call to action.”

Subtle jabs at the competition should be done sparingly, as you don’t want the lasting image in your audience’s mind to be that of your rival.

 

Tim Burt

http://www.TimBurtMedia.com

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[live video] Free Advertising “Cheat Codes”

99% OF ALL ADVERTISING IS A WASTE OF MONEY.

So many advertising “experts” simply don’t know what they’re doing.

This goes for most (not all) advertising agencies, media sales people, and producers.

Yes, I said it.

And if you’re in this industry, it should make you steaming mad at the fraud occurring daily everywhere on this planet.

ON MONDAY, WE FIX THIS.

You’ll get 3 advertising hack/tricks/techniques that I use every single day.

The techniques I’ve used in 2016 alone to:

  • promote a women’s clothing boutique in Antigua
  • re-launch a business that sells equipment for livestock
  • help getting someone elected president – in Africa.

And hundreds more businesses. These are just some of the highlights.

On Monday, January 16th at 10 a.m. Central time, I’m holding a live, free, no-fat video conference to give you these three powerful techniques.

You could almost call them “cheat codes.”

YOU SHOULD JOIN ME IF…

This sounds like you:

  • you work in advertising sales
  • you own a small/medium size business
  • you’re responsible for marketing anything

With more than 30,000 ads world-wide to my name (and counting), I’m giving you an unfair advantage over your competition…for free.

WANT IN?

Just click here, enter your info, and you’re in.

There is no catch, nothing is being sold, and I’m not sharing your contact info.

THERE IS ONE CATCH…

This is live, and probably will not be recorded.

So if you want these free advertising “cheat codes,” you should click here now and reserve your seat.

Seating is capped at 50 attendees, and they’re filling up quickly.

See you Monday…

Tim

 

 

 

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