Quick and Easy Summer Marketing Ideas That Will Heat Up Sales

Need some ideas for summer marketing campaigns? Here are some to try this year.

Get out there.

Warmer weather means outdoor events. If you’re a brick-and-mortar store, try looking for ways you can participate in things like street fairs, block parties, or festivals. Pop-ups are also a great idea this time of year, especially in places where people will be in the mood for your goods (think ice cream at the beach, green juices after a yoga-in-the-park event). To promote where you’ll be posting up, send an email announcement to your customers and shout it out via your social channels. E-mail marketing is easy and cost effective.

Host an event.

School’s out for summer, which means people have more time to hang. So why not throw an event to get your customers together? If you’re a flower shop, you might host a summer flower arrangement class. If you’re a fitness professional, you might get your clients together for a beach boot camp. When promoting your event, one thing to consider is just targeting your regular customers with the invitation to show them some love. Bringing your regulars together will help foster a sense of community around your business (always a good thing).

Offer summer gift cards.

Especially if you have summer sales spikes, gift cards are a great way to bring in even more customers. You can even design custom gift cards to fit a summer theme.

Sales, sales, sales.

People will be on the lookout for hot sales as holidays like the Fourth of July and Labor Day roll around. So make sure to keep your business top of mind. It’s a good idea to discount items that would be particularly relevant for each holiday. For Fourth of July, for example, run promotions for party items; things like BBQ supplies, red-white-and-blue decorations, and (legal) fireworks. Labor Day tends to be the time people get back to business, so make sure to promote items around that theme.  Whatever you do, have fun with it!

Whatever your business, you can always find ways to market yourself during the summer months. We hope these tips will help send you quickly on your way.  In addition to “traditional media placement”, we help many clients with social media management, e-mail marketing and, of course, digital campaigns.  Let us help!

Client News… The Sky’s the Limit

skyzone 1The best compliment a business can get is a referral. Very recently a client referred Sky Zone in Appleton-Green Bay, Wisconsin to Crosshair Media Placement and a new partnership was formed.  skyzone

We are grateful to have such wonderful clients who understand the importance of true partnerships.  Our client’s success is truly our success and we strive every day to exceed expectations.

Skyzone logo


The Nielsen Comparable Metrics Report: 05-25-2017

Media & Entertainment

The core purpose of this report is to address three basic concepts equally applicable to all categories of media measurement: how many, how often, and how long.

Fourth-quarter-2016 marks the first full quarter reporting on the effects of crediting enhancements to the mobile panel, specifically with regards to the time spent metrics (all of the “How Long” section plus Mins/Day (Users) under “How Often”). In August 2016 a legacy crediting rule on Android devices that capped usage at 30 minutes was removed, so now if a panelist uses an app or visits a website for more than 30 minutes at a time the entire length of the session is now credited. This change also went into effect for iOS devices in March 2016.

All of the findings were derived from the best available data in the reporting periods of Sept. 26-Dec. 25, 2016 and Sept. 28-Dec. 27, 2015. As a result, we can compare and align metrics with The Nielsen Total Audience Report, allowing the two reports to be used concurrently to gain a better understanding of trends in the marketplace.

average audience

By the Numbers: The 2017 Kentucky Derby

Research Round-Up
My Old Kentucky Home’ Rolling in Economic Impact This Weekend

 It’s just plain horse sense. An overwhelming percentage of the sports business world waits for those magic words, “….and they’re off!” – and the nutty, screaming, nail-biting two minutes that follow – the sports business world is far, far more interested in the numbers leading up to the Kentucky Derby, the official opening of the Triple Crown season.

 The Derby, which runs this Saturday, May 6, is a renowned rite of spring.  And of course, it’s all about the stats. Here are the frontrunners:

  •  170,513 fans in attendance at Churchill Downs in 2015, breaking the previous record of 165,307 in 2012. (Thanks to BetFirm for that).
  • 127,000: The number of Mint Juleps, containing 1,000 pounds of fresh mint, to be served throughout Kentucky Derby weekend. (WalletHub, which also compiled the next few statistics)
  • $5.99: The cost of each drink 
  • $410,000: The amount of charitable contributions raised by Woodford Reserve, donated to equine and humanitarian organizations, stemming from those julep purchases. 
  • 522,000: Cans of beer expected to be consumed in addition 
  • 90 percent: Percentage of female spectators who will wear a hat 
  • $500 to $1,000: Price range of a high-end hat 
  • $200,000: WalletHub’s estimation of the value of the Kentucky Derby trophy, which includes an 18-Karat gold horse and rider, 350 rubies and 12 emeralds.  
  • $192.6 Million:  The amount wagered in 2016, one percent shy of the record set in 2015 
  • $2 Million: The minimum purse to the winner of the Derby, guaranteed by Churchill Downs  
  • 4-1: Odds for Classic Empire, the early “horse to beat,” for the Derby (as opposed to 9-2 for Always Dreaming, 6-1 for Irish War Cry, 7-1 for Thunder Snow, 8-1 for Gunnevera, 10-1 for Irap, 12-1 for Gormley, 12-1 for Practical Joke, and 15-1 for Girvin (SI Live)  
  • $163,000: The number of hot dogs that will be consumed. (WalletHub) 
  • $4 Billion: the economic impact of horse racing on the Kentucky economy (WalletHub) 
  • Zero: The number of female trainers and jockeys who have ever won the Derby (WalletHub)  
  • 15.5 Million: Average number of TV viewers for the Derby last year (WalletHub).

 Watch parties are a big event, whether you live in Kentucky or Kansas, and it’s unknown how many will be held across the U.S. But it’s a sure bet, they’ll include the essential components of mint juleps, hats and even betting pools.

 The good thing is that no matter how big your party, nobody will have to shoulder these statistics from Churchill Downs’ clean-up efforts (provided by WalletHub);

  •  35: Pounds of Tide detergent used to clean the 600-plus competitors’  jerseys 
  • 180 tons: trash generated during the Derby 
  • 12,000: The number of people on staff at Churchill Downs on Derby Day (many of whom will take on clean-up duties)

 Source:  Sportsdestinations.com







May 2017 Client News

EKCEPTeleworks USA, KellyConnect Set to Hold Job Fairs
May 8 & 9 in Hazard and Annville

Jobseekers across the region will be able to interview for several work-from-home positions that could earn up to $17 per hour with national customer service company KellyConnect at two upcoming job fairs.

Teleworks USA and KellyConnect are partnering to put on the job fairs, the first of which will be held Monday, May 8, at the Teleworks USA Annville Teleworks Hub, located at 169 Carpenter Drive in Annville. The second event will take place the following day, May 9, at the Teleworks USA Hazard Teleworks Hub, located at 412 Roy Campbell Drive in Hazard. Both events will be held from 10 a.m. to 4 p.m. on their respective dates.

KellyConnect is seeking to hire Inbound Technical Support Representatives and will have company representatives on hand to interview candidates in person for work-from-home positions that can be performed via a computer and broadband connection.

Benefits for available positions include:

  • Paid training at $12-$14 per hour
  • Eligible for $500 training completion bonus after 90 days
  • Pay raise to $13-$15 per hour after 90 days
  • Advisor earning potential of $15-$17 per hour
  • Explosive growth opportunities

Pre-registration is required, and candidates must have completed all applications and assessments for KellyConnect prior to the job fair. Candidates should be 18 years or older with a high school diploma or GED, must provide phone and internet service and a quiet work-at-home environment, and have experience with mobile devices.

To pre-register and find information on how to apply, contact your nearest Teleworks USA hub at one of the following locations:

Annville:  Katelyn Dunn,  606-364-2831

Beattyville:  Tracie Spencer,  606-216-6811

Booneville:  Carla Gabbard, 606-438-5399

Harlan:  April Leisge, 606-216-6883

Hazard:  Theresa Noble, 606-438-9931

Hyden:  Betty Hays, 606-438-9943

Pikeville:  Billy Carrico, 606-438-5535

 Additionally, if you’re unable to attend either of the KellyConnect job fairs and would like information on those or other teleworking opportunities, contact a Teleworks USA hub today at one of the above numbers.

 EKCEP, a nonprofit workforce development agency headquartered in Hazard, Ky., serves the citizens of 23 Appalachian coalfield counties. The agency provides an array of workforce development services, administers the Hiring Our Miners Everyday (H.O.M.E.) program for dislocated coal miners and their spouses, and is the White House-designated lead organization for the federal TechHire designation for Eastern Kentucky.

Learn more at http://www.ekcep.org, http://www.jobsight.org and http://www.facebook.com/ekcep.


Dark Social

This sounds far, far more sinister than it actually is.

It has nothing to do with the ‘dark web’, or anything close, but has everything to do with brands trying to contact their audience in a more personal and direct way.

The actual meaning of it isn’t directly related to messaging, though. Dark social refers to sharing links and content where the click through rate and success can’t be measured by traditional web analytics tools. In more practical terms, though, this means content which is shared through private messaging apps, texts or email, rather than shared on social media.

reports-and-graphsThe ‘dark’ part of the name means that the referral data can’t be tracked, so the site which you’re linking too can’t track directly where the traffic from dark social originates.

Adidas have already used this as a really effective marketing tactic. They looked at which messaging apps were most popular in which places, and recruited ‘squads’ (brand advocates, basically) around the world with the focus on creating hyper local communities that would consume Adidas content, shared with them by these squads.

In Europe and the US, Adidas primarily used Whatsapp, and in Asia it was Wechat. The theory was that people using these apps already create their own micro-communities, so why not be the brand that creates their own? By using their brand advocates, they can access more data on how content is shared, consumed and discussed on these channels, and form a closer relationship with their audience.

So, moving into 2017, how can other brands take advantage of Dark Social? Well, Facebook has seen the trend that most content is shared and clicked on through their Messenger app, so they’ve updated it to allow brands to contact their followers (or people who have liked their page) directly.

This can be used to send links, discount codes, or interesting content which is more targeted, relevant, and personalized. This also sheds some light on Dark Social, in some respects, as it allows the brands to analyze how successful their messaging campaigns have been.

There’s huge potential in Dark Social, and such a wide range of platforms and messaging apps to try and utilize. The key is to try and create your own communities, as a brand, and engage with them in interesting and meaningful ways. Of course, the analytics may be difficult to get hold of, but using this in conjunction with other ad campaigns can really give your brand and business a boost.

Be careful though. After all, would you really want private messages from your local supermarket about offers on food going out of date soon? Your messaging strategy needs to be carefully considered, and well suited to the format.

Research Roundup

What’s Working?  What’s Not?

That’s what you need to know about your advertising campaign to decide whether your ad spend is delivering the results you want. Our comprehensive set of ad effectiveness solutions helps us understand each advertising campaign on a deeper level. By knowing where campaign tactics are on point—and where they’re falling short—we can better understand how to optimize our client’s campaign and reach its desired goal.

What We Measure

Our solutions measure the total effectiveness of advertising campaigns: who it’s reaching, how it’s resonating, and consumers’ reaction—across screens.

These measurements provide us with the opportunity to maximize the effectiveness of each advertising campaign—while it’s still in progress, and understand the audience’s relationship with your advertising. Whether it’s TV, online, tablet or mobile, we provide you the information you need.

How We Do It

We measure campaign effectiveness against your primary marketing objective. Our solutions measure in a timely manner, so you can optimize campaign performance in flight. They measure across platforms for a holistic, integrated view of each campaign, and they’re backed by industry-leading quality and precision, so you’re getting information you can trust.

Comprehensive, Cross-Screen Ad Effectiveness

Whether you’re using one screen—or reaching across them—we help you realize the full effectiveness of your advertising campaign. These kinds of insights provide you with the possibility to grow your advertising. Realizing what consumers are reacting to will help you understand how to better reach them so you can make a significant impact and maximize your return on investment.



March Client News

Crosshair Media Placement, LLC partners with Indiana Electric Cooperatives

IEC logoCrosshair Media Placement, LLC, a Louisville based media placement firm, is partnering with Indiana Electric Cooperatives to manage sales and administration of IEC’s Electric Consumer monthly publication. Indiana Electric Cooperatives is the second largest utility provider in Indiana servicing 1,300,000 customers daily. The Electric Consumer is the IEC’s community’s award-winning publication.

More than 500,000 people, covering 89 of 92 Indiana counties receive Electric Consumer as part of their electric co-op membership. Electric Consumer provides news, information, and features about people, places, and issues relating to electric co-ops, their consumers, and their communities.

The publication began in July 1951 as Indiana Rural News. In the early 1980s, it was renamed Electric Consumer. In February 2013, it was redesigned as a 32-page full-color magazine after almost 62 years in newspaper form. Electric Consumer continues to be published monthly by Indiana Electric Cooperatives, the statewide association for Indiana’s electric cooperatives. A digital version of the magazine is also available online at http://www.electricconsumer.org.

James Reed, President and CEO of Crosshair Media Placement, describes the magazine as “a highly effective tool for businesses and organizations to deliver their message statewide.” Reed’s team at Crosshair Media Placement will handle all media inquiries and advertising placement for the publication.


8 Visual Content Marketing Trends for 2017

Visual content, done well, can be incredibly popular. Infographics, videos, data visualizations, and other forms of visual content can generate tons of engagement and attract links to your site.

More importantly, visuals help tell your story. Visual content can be an incredibly powerful marketing tool, one that helps your target audience remember you – better than a 1,000 word text article alone (no matter how great it is) ever could.

Here’s what’s trending in visual content marketing for 2017, according to a survey of 300 online marketers from Venngage, a platform that helps you create free infographics.

1. Visual Content Usage is Growing

In 2016, 53 percent of marketers said they published content containing visuals between 91 and 100 percent of the time. That was an increase of 130 percent from 2015, up from 40.5 percent.

What it means: People pretty much expect visual content all the time. So give it to them – or else people may move on if they’re greeted with nothing but text content.

2. Stock Photos Rule

Stock photos are the most popular form of visual content, used by 35 percent of the survey. Original graphics, including infographics, were used 30 percent of the time. Other forms of somewhat popular visual content: videos and presentations (15 percent); charts and data visualizations (14 percent); and GIFs and memes (5 percent).

What it means: While stock photography is a fine option, it can also lead to having incredibly boring pictures, or pictures that people have already seen dozens of times before. If you use stock photos, use wisely. And how is video usage that low still?

 3. Infographics Get the Most Engagement

Infographics (and other original graphics) had the highest engagement, according to the survey. Even though stock photos are used the most, they don’t generate much engagement (just a measly 7 percent). Charts and data visualizations performed decently (25.7 percent), as did videos and presentations (20 percent), while GIFs and memes performed best 5 percent of the time.

What it means: Use original graphics whenever possible, and use more charts, data visualizations, videos, and presentations whenever possible. Also don’t be afraid to show a little humor/personality with funny GIFs and memes – these can get tons of engagement on social media.

(Fittingly, Venngage turned their survey into an infographic; check it out at the bottom of this post.)

4. Marketers Don’t Spend Much Time Making Visuals

The overwhelming majority of marketers (71 percent) spend less than five hours a week making visuals, according to the survey. Meanwhile, 17 percent spent between 5 and 15 hours, and 11 percent spent more than 15 hours a week producing visual content.

What it means: There is no “right” amount of time to spend here. You have to do what gives you the most return on your investment. If you’re spending too much time on graphics and not getting a return, then cut back; but if your visuals aren’t generating any interest, maybe try spending a little more time to make them more interesting or compelling.

5. Marketers Prefer DIY Tools

Graphic design tools were the favorite choice for 46 percent of marketers. For the remainder, 30 percent used an in-house designer and 24.1 percent used a freelancer designer.

What it means: It depends. If you honestly have the skills do create nice-looking images yourself using graphic design software or tools, then do it. But if not, find someone good, whether it’s in-house or freelance, who can create interesting visuals that generate engagement.

6. Consistency is a Huge Challenge

Creating visual content is hard – but the biggest challenge is consistently creating engaging visuals, according to 36 percent of the surveyed marketers. Three other big challenges cited: being able to product well-designed visuals (29 percent); reaching a wider audience (24 percent); and finding reliable and interesting data (10 percent).

What it means: These challenges are real. So if you’re going to use visual content, you need talent/creativity, data (original research/stats, ideally), and a content strategy. All these pieces won’t guarantee your success, but they will greatly increase your odds.

7. Visual Content is ‘Absolutely Necessary’

Yes, 60 percent of marketers believe visual content is essential to their 2017 marketing strategy, while 31 percent said it was very important and 5 percent said it was important. As for the 2 percent who think it’s somewhat important or unimportant – what the hell, guys?

What it means: Visuals matter to marketers, because people respond to them. So if you’re still an unbeliever, it’s time to get out of the stone ages!

8. Visual Content = Less Than 20% of Budgets

What percentage of their marketing budget was spent on producing visual content in 2016? For 56 percent of marketers, that number was 20 percent or less.

What it means: If it’s done right, visual content can be incredibly valuable for months or even years, bringing in prospects, leads, and new customers. Perhaps consider a bit more time and budget to create better visual content and more of it in 2017.

Real-Time Creative Optimization Will Come To Native Advertising

Watch For These 3 Trends We Are Predicting to Breakthrough in 2017…

Native optimization goes “on-demand” with better research and creative tools:  

Native ads are comprised of dynamic, changeable parts and brands will want to optimize their creative assets while it still matters, instead of waiting for next year’s campaign. This speaks to the need for real-time creative optimization, or dynamic creative optimization.

Consumers read native headlines, even if they don’t click on them. It’s going to become important for brands to understand the true influence of their native ad copy decisions quickly—beyond mere clicks—and make adjustments to them while campaigns are still running. This means that this year, we’ll start to see a much more fluid collaboration between the people making the creative, the people studying the impact of that creative, and the platforms that the creative assets are running through. The entire process is speeding up and entering an on-demand era. 

In-feed native video becomes a premium video category for mobile:

Native video has proven itself as an incredibly powerful way for a brand to drive efficient video views and boost awareness of specific messages with accompanying headlines. Research has shown that brands can increase brand lift, message recall, and purchase intent in just seven seconds. This trend has combined with a general explosion in mobile video watching, especially among younger audiences, and has led to an overall increase in liquidity in the native video market. With the pipes in place for native video to be traded programmatically, this is bound to be a burgeoning area in 2017. Video will become the default setting for native advertising before too long. 

Creative strategy fully embraces the silent autoplay era on mobile:

According to the Martin Agency, 94% of the video ads it places on Facebook are viewed silently. Silent autoplay video has become such a dominant audience experience, both on and off Facebook, that a modern creative approach demands these elements be integrated into the experience. Brands have an “attention audition” now with silent autoplay video. Captions need to impart crucial information to people who scroll through the feed, and entice people to click through and watch the compete video. This year, I expect we’re going to see a much more sophisticated pairing of copy via captions—headlines and descriptions—which will increase the brand impact for people watching on silent autoplay