Marketing at a Trade Show

By |2024-03-02T17:16:33-06:00February 21st, 2024|Marketing|

Marketing at a Trade Show

Faced with budget constraints and the desire to stand out at a crucial trade show filled with leading agencies and brands, we took a creative leap beyond traditional sponsorships. Instead of blending into the background with conventional advertising methods, I decided to create something memorable: a deck of custom playing cards featuring 26 prominent figures from the OOH advertising industry.

Drawing from their LinkedIn profile pictures, we commissioned illustrated portraits for each individual, cleverly avoiding hierarchy by ensuring each person was represented twice in a full deck—once as a high card and once as a low card. This approach allowed every featured industry leader to shine equally.

The outcome was remarkable. The beautifully illustrated, unique playing cards immediately captivated the attention of trade show attendees, who lauded their inventive design and creativity. The industry luminaries featured were genuinely honored, enthusiastically sharing images of their cards on social media. Our initiative gained traction in trade publications too, with OOH Today conducting a giveaway and The Daily DOOH publishing a deck unwrapping video. This marketing strategy enhanced our presence at the event and indirectly played a pivotal role in landing my next two consulting gigs, underscoring the impact of creative innovation in leaving an enduring mark.

Curious about the innovative deck that captured the industry’s attention? Visit the Pantheon of OOH webpage to explore the unique playing cards and the creative minds featured within.

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Content + Ghost Writing

By |2023-12-22T09:16:16-06:00December 20th, 2023|Marketing|

Content and Ghost
Writing for OUTFRONT

Content and Ghost Writing for OUTFRONT

Authoring pivotal content for OUTFRONT Media, I bridged the gap between analytical research and creative communication, shaping the narrative of today’s marketing landscape. My pieces on Brand Central Station Blog articulated the nuance of marketing evolutions, while a comprehensive summary of a 30+ page advertising trends report for Media Village showcased my prowess as an author, researcher, and designer. This summary distilled emerging strategies, redefining how brands could leverage OOH to amplify their message across the marketing funnel.

As a ghostwriter, I penned thought leadership articles for executives, capturing their insights for prominent publications like Fast Company. These works, though attributed to others, carried the signature of my deep industry knowledge and linguistic craftsmanship.

These six pieces—two blog posts, a topline summary, and executive articles—underscore my expertise in content writing and ghostwriting, reflecting a breadth of skill that transcends the traditional role of a marketing consultant.

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Advertising Trends Report

By |2023-12-22T09:15:00-06:00November 18th, 2023|Marketing|

Advertising
Trends Report

Advertising Trends Report

At OUTFRONT Media, a leading out of home advertising company with over $2 billion in revenue, I led the development of their annual advertising trends report, a key component of their Q1 sales strategy. My role involved simplifying the industry’s complexities into practical insights to assist clients in meeting their objectives.

In a concise timeframe of just over two weeks, I delved deep into the marketing realm, conducting extensive research on advertising data, consumer behavior, and industry trends. This efficient yet comprehensive process enabled me to author and design a report that captures the essence of the current market and serves as a strategic guide for effective advertising in the year ahead.

Upon completion, the report received immediate recognition from our Chief Marketing Officer, who distributed company-wide. While it’s still too early to quantify the exact impact, we’re seeing promising strides, and the report has played a pivotal role in steering us toward our year-end goals.

The success of the 2024 Advertising Trends Report is further proven by its widespread distribution to the advertising world through the Ad Club of New York and in the marketing publication Media Village, where it got significant traction being shared across social media. The report was also featured in important industry trade publications such as OOH Today and Billboard Insider, further solidifying OUTFRONT’s status as a marketing and media thought leader.

In conclusion, this project’s rapid integration into all of OUTFRONT’s marketing initiatives is a testament to my marketing acumen, strategic foresight, and unique capacity to ideate, write, and design with agency-level proficiency. Furthermore, its recognition by leading voices in the media world underscores the value of this project. You can click here to download a copy of the report.

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Newsletter Content

By |2022-05-10T14:44:48-05:00May 7th, 2022|Marketing|

Newsletter Content

Newsletter Content

0%
Open Rate
0%
Read Rate
0%
Click-Through Rate
Adkom presentation screenshot of network

My team creates content and collateral to engage two separate audiences: Media Buyers and Media Owners. The OOH Report is aimed specifically at the owners and intending to position Blip/Adkom as thought leaders in the industry.

This is only the second installment of the OOH Report and was deployed to about 1,300 emails on May 4, 2022. It was only the second time we utilized this list, so it was still relatively new to this audience. Even against these odds, the results were impressive. Not only was it well-received, but the content was spot on target. The highlights are below:

We just started building content for the unique audience of small media owners, so we were shocked at how successful this was in engaging them. The click-through rate benchmark for the media and advertising industry is 2%. Nearly 1 in 5 email openers downloaded the printable PDF that was the first call-to-action in the mailing. That is more than 9X the benchmark!

It feels good to deliver such definitive results. You can read the stat report here, this was the printable leave-behind, and you can see a PDF of the actual email here.

Adkom presentation screenshot of network

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Sales Proposal Win

By |2022-05-07T19:34:12-05:00February 21st, 2022|Marketing|

Sales Proposal Win

We met a unique client looking for a media solution to activate an entire out-of-home campaign. The Chosen is a crowdsource-funded show that has a gigantic following. They were able to secure $40 million of funding for the production and launch of the show’s third season. The budget for this campaign was only $750,000, but they already have raised half of the funds for the fourth season. It was clear to me if we won this business, we could win four more seasons after this.

The Chosen’s studio previously spoke with Lamar and Clearchannel, the biggest players in the billboard business. We guessed that our competitors didn’t roll out the red carpet from talking with them. My strategy was to build a fantastic and unique presentation that not only provided solutions they were already looking for but for new and exciting media ideas to engage their audience. We would have to blow away the industry leaders to win this business.

Sales Proposal Win

We met a unique client looking for a media solution to activate an entire out-of-home campaign. The Chosen is a crowdsource-funded show that has a gigantic following. They were able to secure $40 million of funding for the production and launch of the show’s third season. The budget for this campaign was only $750,000, but they already have raised half of the funds for the fourth season. It was clear to me if we won this business, we could win four more seasons after this.

The Chosen’s studio previously spoke with Lamar and Clearchannel, the biggest players in the billboard business. We guessed that our competitors didn’t roll out the red carpet from talking with them. My strategy was to build a fantastic and unique presentation that not only provided solutions they were already looking for but for new and exciting media ideas to engage their audience. We would have to blow away the industry leaders to win this business.

Adkom presentation screenshot of network
Adkom presentation screenshot of network
Adkom presentation screenshot of network

This was the presentation we offered the client. It was well-received, and they immediately put us as the top vendor. We then proposed a significant discount to close the deal if they would sign an agreement to be their provider for the next five seasons. Not only did we win the first contract, but the client signed a contract that guarantees us over 4 million more revenue over the next few years.

After the deal was signed, we talked to the client to get intelligence on the process. I learned my assumptions were correct with our competitors. They only provided a spreadsheet that laid out exactly what they asked for and nothing more. There was no grand presentation or any extra ideas provided. It looks like we beat the billion-dollar competitors by working harder than them and providing a better experience. They only saw a minor one-time deal for an unimpressive client who might not be able to pay for their services.

This was the presentation we offered the client. It was well-received, and they immediately put us as the top vendor. We then proposed a significant discount to close the deal if they would sign an agreement to be their provider for the next five seasons. Not only did we win the first contract, but the client signed a contract that guarantees us over 4 million more revenue over the next few years.

After the deal was signed, we talked to the client to get intelligence on the process. I learned my assumptions were correct with our competitors. They only provided a spreadsheet that laid out exactly what they asked for and nothing more. There was no grand presentation or any extra ideas provided. It looks like we beat the billion-dollar competitors by working harder than them and providing a better experience. They only saw a minor one-time deal for an unimpressive client who might not be able to pay for their services.

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Media Targeting Content

By |2023-10-13T12:00:30-05:00February 21st, 2022|Marketing|

Media Targeting Content

Content creation is a prime objective in my Marketing Director role. I recently hired a full-time content writer and trained him to fully understand the media buying industry. This article is the first piece of content we published from him.

Facebook recently removed valuable targeting tools that will significantly decrease the ability of advertisers to connect to their audience. We penned this article in the name of our CEO talking about how Digital Out-of-Home media is an effective alternative to reach your audience.

I had the article published in Digital Signage Pulse, a popular industry trade news site. I then got Barry Frey, the head of an influential trade organization, to tweet and post it on Linkedin. Furthermore, I had our salespeople and myself to further extend the reach of the article.

Here is the link to the article:
https://digitalsignagepulse.com/news/new-privacy-focused-restrictions-on-online-ad-targeting-open-opportunities-for-dooh-advertising-businesses/

Media Targeting Content

Content creation is a prime objective in my Marketing Director role. I recently hired a full-time content writer and trained him to fully understand the media buying industry. This article is the first piece of content we published from him.

Facebook recently removed valuable targeting tools that will significantly decrease the ability of advertisers to connect to their audience. We penned this article in the name of our CEO talking about how Digital Out-of-Home media is an effective alternative to reach your audience.

I had the article published in Digital Signage Pulse, a popular industry trade news site. I then got Barry Frey, the head of an influential trade organization, to tweet and post it on Linkedin. Furthermore, I had our salespeople and myself to further extend the reach of the article.

Here is the link to the article:
https://digitalsignagepulse.com/news/new-privacy-focused-restrictions-on-online-ad-targeting-open-opportunities-for-dooh-advertising-businesses/

A screenshot of Joshua Pritzker's post about Cedric Bernard's article

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Big Client Win

By |2023-12-22T09:17:27-06:00February 19th, 2022|Marketing|

Big Client Win

A European startup grocery delivery service called JOKR launched its service in a few neighborhoods in Manhattan. They needed a media plan to grow brand awareness in specific neighborhoods within a small budget. We closed a decent media package that included digital taxi-top boards, Citibike Kiosks, and a large wallscape.  

My job was to amplify the deal and get as much publicity for us and the client as possible. Hopefully, this would help keep us top-of-mind when they needed more media. I wrote a short article and then submitted it to the brand, saying how we want to brag about your marketing prowess and get it in the out-of-home media publications. The article was titled: JOKR Launches Supermarket-Sized Media Campaign in NYC. The client was thrilled with the idea, and I worked with their PR agency to finalize the copy.

I then submitted it to several trade websites. Nearly all of them accepted it. Within a few days, it was published by a vital industry publication, the DPAABillboard Insider, and the Daily DOOH.  

 Not only was the original media campaign successful, but the free earned media kept us top-of-mind when they needed more media. Soon they renewed the deal, which ended up being the largest single contract we ever received.    

Big Client Win

A European startup grocery delivery service called JOKR launched its service in a few neighborhoods in Manhattan. They needed a media plan to grow brand awareness in specific neighborhoods within a small budget. We closed a decent media package that included digital taxi-top boards, Citibike Kiosks, and a large wallscape.  

My job was to amplify the deal and get as much publicity for us and the client as possible. Hopefully, this would help keep us top-of-mind when they needed more media. I wrote a short article and then submitted it to the brand, saying how we want to brag about your marketing prowess and get it in the out-of-home media publications. The article was titled: JOKR Launches Supermarket-Sized Media Campaign in NYC. The client was thrilled with the idea, and I worked with their PR agency to finalize the copy.

I then submitted it to several trade websites. Nearly all of them accepted it. Within a few days, it was published by a vital industry publication, the DPAABillboard Insider, and the Daily DOOH.  

 Not only was the original media campaign successful, but the free earned media kept us top-of-mind when they needed more media. Soon they renewed the deal, which ended up being the largest single contract we ever received.    

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Native Content Strategy

By |2022-02-20T21:27:25-06:00February 20th, 2021|Marketing, Uncategorized|

Native Content Strategy

I speculated that agencies would spend more on gym media if they had brand content that was contextual and naturally fit into gyms. Brands think the cost to create native content was too high for trying to connect to a relatively small audience and would only leave a tiny budget left for actually buying impressions.  To get around this, I came up with the strategy for a brand to make inexpensive native content utilizing social media posts that could engage our audience.

First, we would organize contextually relevant influencers to make sponsored posts on Instagram. Then my team would take the posts with all of their positive feedback & engagement then repurpose them into Digital Signage for our network.  This tactic gives you native content at a meager cost but lets you use the comments and likes to amplify the positive user reviews to a much larger audience.

Below are some examples of this that we did with Unilever’s release of Deodorant Wipes.  We worked with more than a dozen influencers to make posts on behalf of the brand.  Then we turned three of the most engaging posts into spots that played on our entire network of 26,000,000 million health club members.  Not only did this idea help us close a deal with one of the largest advertisers in the world, but it let us potentially open the door to my business and brands.

Native Content Strategy

I speculated that agencies would spend more on gym media if they had brand content that was contextual and naturally fit into gyms. Brands think the cost to create native content was too high for trying to connect to a relatively small audience and would only leave a tiny budget left for actually buying impressions.  To get around this, I came up with the strategy for a brand to make inexpensive native content utilizing social media posts that could engage our audience.

First, we would organize contextually relevant influencers to make sponsored posts on Instagram. Then my team would take the posts with all of their positive feedback & engagement then repurpose them into Digital Signage for our network.  This tactic gives you native content at a meager cost but lets you use the comments and likes to amplify the positive user reviews to a much larger audience.

Below are some examples of this that we did with Unilever’s release of Deodorant Wipes.  We worked with more than a dozen influencers to make posts on behalf of the brand.  Then we turned three of the most engaging posts into spots that played on our entire network of 26,000,000 million health club members.  Not only did this idea help us close a deal with one of the largest advertisers in the world, but it let us potentially open the door to my business and brands.

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Healthy Choice Content

By |2022-02-20T21:30:17-06:00February 1st, 2021|Marketing|

Healthy Choice Brand Integrated Content

We won business from Conagra Brand’s Healthy Choice for a second time.  This campaign was centered around these Brand Integrated Content pieces and included a small selection of sampling, couponing, and brand ambassador stations.

The biggest challenge with this project was the short turnaround time.  I wrote the scripts a day after the contract was signed, and within ten days, we had final legal approval.  I chose to put the shoot in a gym in the same building (The Merchandise Mart) as the client, so they could quickly attend.  I didn’t expect about a dozen people from the brand to participate.  We captured everything we needed and were right on schedule, even with the vast crowd.

Below are the finished content pieces.  The thirty-second spots will play on our gym-based overhead video network, and the fifteen-second areas will run on Cardio screens as pre-roll before a workout starts.

Results:  The campaign ran for a month starting on January 7th, 2019.  The coupon redemption rate was outstanding, which closed another deal in the summer of 2019, which included the third round of contracted Brand Integrated Content spots, which were shot in September of 2019, but had multiple ConAgra brands and not just Healthy Choice.

Healthy Choice Brand Integrated Content

We won business from Conagra Brand’s Healthy Choice for a second time.  This campaign was centered around these Brand Integrated Content pieces and included a small selection of sampling, couponing, and brand ambassador stations.

The biggest challenge with this project was the short turnaround time.  I wrote the scripts a day after the contract was signed, and within ten days, we had final legal approval.  I chose to put the shoot in a gym in the same building (The Merchandise Mart) as the client, so they could quickly attend.  I didn’t expect about a dozen people from the brand to participate.  We captured everything we needed and were right on schedule, even with the vast crowd.

Below are the finished content pieces.  The thirty-second spots will play on our gym-based overhead video network, and the fifteen-second areas will run on Cardio screens as pre-roll before a workout starts.

Results:  The campaign ran for a month starting on January 7th, 2019.  The coupon redemption rate was outstanding, which closed another deal in the summer of 2019, which included the third round of contracted Brand Integrated Content spots, which were shot in September of 2019, but had multiple ConAgra brands and not just Healthy Choice.

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Marketing Master Deck

By |2022-02-20T21:34:10-06:00January 30th, 2021|Marketing|

Marketing Master Deck

Near the end of the Summer is usually a slow period where I use this excess capacity to refine and improve our sales materials.  Two years ago, we assembled all of our sales materials into a titanic 300+ page Powerpoint that contained every potential sales scenario, and we called it the “Master Deck.”  Over the years, we found that storytelling using these materials wasn’t the best it could be.  Pages often contained overlapping content, which meant the story wasn’t as concise as possible.  I felt it was time to address this by rebuilding the entire thing from scratch.

I decided the best way to address this was to isolate each selling point into a list.  Then I worked with our Marketing Director and Content Writer to distill the essence of each of these into the most precise and concise story we could.

I then worked with my designers to finalize the product, which was deployed just in time for the significant influx of media spending at the end of the year. By mixing and matching these slides, it is easy to construct a compelling story that is precise, consistent, and beautiful.  This led to the largest quarter of business that Zoom Media ever experienced. Download the full document here and see some of the highlights below…

Marketing Master Deck

Near the end of the Summer is usually a slow period where I use this excess capacity to refine and improve our sales materials.  Two years ago, we assembled all of our sales materials into a titanic 300+ page Powerpoint that contained every potential sales scenario, and we called it the “Master Deck.”  Over the years, we found that storytelling using these materials wasn’t the best it could be.  Pages often contained overlapping content, which meant the story wasn’t as concise as possible.  I felt it was time to address this by rebuilding the entire thing from scratch.

I decided the best way to address this was to isolate each selling point into a list.  Then I worked with our Marketing Director and Content Writer to distill the essence of each of these into the most precise and concise story we could.

I then worked with my designers to finalize the product, which was deployed just in time for the significant influx of media spending at the end of the year. By mixing and matching these slides, it is easy to construct a compelling story that is precise, consistent, and beautiful.  This led to the largest quarter of business that Zoom Media ever experienced. Download the full document here and see some of the highlights below…

Zoom Media Master Deck 2020 Page 1 Front Cover
Zoom Media Master Deck 2020, Introduction to the Generation Active Network
Zoom Media Master Deck 2020 Targeting Capabilities of the Generation Active Network
Zoom Media Master Deck 2020, Our audience spends more time at the gym than on social media.

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