Jul
17
Zimmerman Ford: From whiteboard to widescreen
July 17, 2009 | Leave a Comment | Written by Lindsay Talsness
If you walk into a conference room at Metro Studios, you’re bound to find a whiteboard filled to the brim with words, ideas, and images. After all, they say creative minds are rarely tidy.
This spring, our creativity and our whiteboard was put to work for Mark Zimmerman Ford-Hyundai-Mitsubishi-BMW. Mark Zimmerman approached us looking for new branding for his dealership from a fresh, outside perspective.
We started our work with research. Not with market statistics and car model numbers, but with real people. We spent time listening to people share what they liked and disliked about their experiences with car dealerships. Then we took that information and started brainstorming.
Jul
17
An insider’s guide to media buying
July 17, 2009 | Leave a Comment | Written by Kendra Smith
Interested in advertising on TV, but have no idea where to start? Here’s a quick guide to the art of “media buying” - purchasing ad space on specific stations during a specific time period.
Determine your target demographic.
The first step is to determine who your target demographic is. You will want to choose different stations, programming, and day parts based on the target demographic you are trying to reach. It is common to have both a primary and secondary target demographic. For example, your primary demographic may be Women 35-54, and your secondary may be Adults (or Persons) 35-54.
Decide on your objectives.
After you have determined your target demographic, decide on your media objectives. This usually involves meeting a certain average Cost Per Point for your entire buy, or achieving a certain number of Gross Rating Points. What does all of this media speak mean? Let’s start with rating points:
Jul
17
A field guide to (location) scouting.
July 17, 2009 | Leave a Comment | Written by Connie Westpfahl
W
hat does it take to become a skilled location scout for photo and video shoots? As Metro Studios’ resident eagle location scout (and senior producer), I’ll be your guide as we explore the badges you can earn on the trek known as “Location Scouting”.