May 25, 2011 § Leave a Comment
Summer is in the air at Burst—and it’s not just because Memorial Day weekend is upon us.
We’ve just released our third consecutive summer-themed Online Insights covering travel and vacation plans. Earlier this month, more than 3,700 online respondents told us of their plans for the summer season. We learned some interesting things.
One-half of all respondents say they’re taking a vacation or personal trip this summer, and 30.7% say they’ll be taking more time off this year versus last. One-third of travelers taking more vacations/trips this year plan to do so because they “just need a break,” and women more so than men feel this way: 39.9% versus 31.4%. The gender divide manifests itself most clearly in the 35-44 years segment, where a majority of women (54.5%) this age cites “a break” as a reason for vacationing more, compared to just 30.0% of men.
Other reasons vacationers are taking more trips this summer include having more time to take off (26.3%), stronger personal/family finances (19.0%) and the need to make up for not taking enough time last year (15.0%).
Conversely, of respondents who are taking fewer vacations this year, economic reasons (44.1%), personal/family finances (34.5%) and busy schedules (27.9%) top this list. Interestingly, men outpace women (35.2% versus 16.0%) with feeling “too busy” this summer.
But everybody deserves a break, right?
One-third of all respondents plan to take a “staycation” this summer—a vacation where they stay at home rather than travel. Interestingly, 50.4% of respondents who say they are not planning to take a vacation or personal trip this summer do say they will take a “staycation.”
Saving money (43.7%) is the leading reason for “staycations” among all respondents—but other reasons include catching up on house/home projects (25.6%), family activities/obligations (17.8%) and plans to visit local attractions or engage in local activities (16.1%).
One-half of all respondents also say gas prices will impact their summer vacation plans to some extent. The traditional family vacation may be one victim of fuel prices, as 34.9% of respondents with three or more people in the household (i.e., families with children at home) say the cost of gas will definitely impact their plans, versus 26.5% of households with one or two people.
Be sure to check out Online Insights and grab your copy of the full report. Here’s to a happy and healthy summer!
November 13, 2009 § Leave a Comment
You have to respect any editor that wades into a controversy up to his hips in front of an audience that may be hostile. Hats off to Jonah Bloom, Editor of Ad Age, for raising the possibility that the role of procurement has gone too far in grinding down ad agency compensation in front of the Association of National Advertisers’ (ANA) Annual meeting in Phoenix this week (see link below).
Of course, the audience might not be as hostile as one thinks. It is, after all, composed mostly of the Chief Marketing Officers and other marketing executives at the country’s leading brand marketers, and the attrition of trust and resources over the past 20 years has affected them, particularly.
I won’t bother to look it up right now for it is known generally anyway: the average tenure of a CMO today is – well – stupid short. I imagine, in fact, that if the video had panned the audience during Jonah’s remarks, you might have seen many a tough marketing man or woman discreetly dabbing away the tears of emotion and relief.
It’s okay, everybody. Let it out. It’s time.
February 11, 2009 § Leave a Comment
As reported by both Advertising Age and The Wall Street Journal today, Bob Lachky, Chief Creative Officer of Anheuser-Busch is leaving the company after 20 years. Mr. Lachky was the person behind many celebrated Anheuser-Busch campaigns, including “Wassup?!“, the Budweiser Frogs and the “I love you, Man” commercials.
Mr. Lachky’s commercials, created in partnership with long-time agency DDB, won numerous awards and wove themselves into our culture. Before the term ”social network” was popularized by the Internet, his commercials were creating social networks around water coolers – social networks that then got together after work for a beer.
Watching these commercials again on You Tube this afternoon all my thoughts were about the risks that Bob Lachky took with the Anheuser-Busch brand messages. I watched “Wassup?!” and thought, “How did he get to ’yes’ with that?” The frog’s? I can clearly remember my reaction the first time I saw the frogs commercial; it was, “Huh?” They grew on me. Looking at them today, I love them. But, it is interesting to note that both Ad Age and The Journal essentially summarized the career and success Mr. Lachky had at Anheuser-Busch with a quote from him at the end, as follows: “I was fired more times than Billy Martin.”
You see, in the creative business risk is everything. Great creative does not emerge risk free. That is why Ad Age and The Wall Street Journal summarized Bob Lachky’s career as they did, in my estimation, because intuitively it is known that what made Mr. Lachky great were the risks he took, risks that nearly cost him his job as many times as Billy Martin (who was fired five times).
Now, let’s talk about media as the “new creative,” a popular term today. How much media risk takes place in the world today? Executional risk such as video and widgets and layer ads doesn’t count. That’s creative. Not media. I’m talking about planning risk: TV v. Internet. Satellite Radio v. Broadcast. Branded Content v. the Long tail. Actions attributable to less than 1% of an audience v. Impressions attributable to 99% of an audience. What’s our gut about media value? What bets have we made on it? Who’s bet their job on a media instinct?
Advertising.com, before it disappeared inside Platform A, used to talk about “risk free” advertising. No surprise – and very much to the point being made here – they got big. But what has it done for us online all this talk about risk free and results? Reading Randall Rothenberg’s exceptional piece on Interactive Creativity (featured on this blog yesterday), the answer is not much. As the new creative, media is simply failing to inspire those who would take their cue from it in order to develop messages that move people and brands online.
We have to kiss some frogs here. We have to take some chances and say “I love you, Man.”
Really. I love you, Man.