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Exciting new services. Awards and recognitions. New clients, business partners and employees. You'll find details on those topics and many others here on our News page. To access our press releases, just click on the links below.

In the digital age, does print advertising still work?

That's the question that writer Denise Koeth put to MadAveGroup's Chief Creative Officer Scott Greggory.

Koeth's article appears in November's special Purchasing Guide supplement to Tire Review magazine. (Scroll down to read the plain text.)

Tire Review Article


Building a Media Plan

By Denise Koeth, Senior Contributing Editor

When it comes to advertising, strategies are endless, mediums are constantly changing and advice is often conflicting.

Doing something is better than nothing – results are results, even if they are lackluster – but funneling a shop's dollars into an ineffective ad campaign is a mistake no one wants to repeat.

To take some of the guesswork out of planning your media buy, we talked to several marketing experts and tire dealers to boil down the basics of four popular advertising mediums.

Some Print Still Works

Print advertising still holds an effective place in the majority of tire dealers' markets – but the right channels and strategies must be used. For example, phone books like Yellow Pages are a thing of the past.

"Display ads in telephone books are so expensive; because they're not targeted to your specific audience in your part of town, they can be very wasteful, too," says Scott Greggory, chief creative officer of Madison Avenue Marketing Group. "We work with tire dealers who have good luck with ValPak direct mail coupons. We've also used sponsored maps, postcards and a few other direct mail pieces to target families with multiple vehicles."

Because he says phone books are closed 99.9% of the time (or more), Bruce Bryan, president of B2C Enterprises, an agency in Roanoke, Va., advises that print ads in publications that have solid circulation, are priced right, and are timely are a much better choice.

"Gone are the days when dealers had to list every single tire size and price in the sports section," Bryan says. "A display ad that interrupts and gets the attention of the reader will accomplish the same results or better. Then, provide the address to a responsive website where shoppers can find all the information they need on a smartphone."

"To find out if newspaper or direct mail works for you, test it, measure the results, and then repeat, changing one aspect of the ad (the offer, the price, the image, etc.)," Greggory advises. "That will help you see which version of your ad performs best. Be prepared to commit to the channel, though. Running just an ad or two is not likely to produce great results."

To gauge the effectiveness of a print campaign, always include a coupon with your ad to spur sales, then track the coupon's redemption, according to Rod Frysinger, brand consultant for Madison Avenue Marketing Group.

Stand out from the print crowd by presenting readers with a simple, clear and compelling idea or offer that lets them know why they should do business with you, Greggory notes.

"That typically means using a lot of white space. Most of the time, newspapers and coupon circulars are so jammed with ad copy and images that nothing really stands out to readers," he says.

Conserve your ad dollars by looking into co-op opportunities with the brands your shop sells, says Greggory, adding it may help to hire pros to design and write ads that are more effective.

"A lousy ad will waste your money, but a great ad campaign can generate revenue for months or years to come."

Bryan says there is almost no need to buy a full-page ad in a newspaper. "A 3/4- or 1/2-page ad has a similar recognition value and will cost much, much less. Run ads early in the week; they're often less expensive than those that run late in the week."

 

 

Friday, 30 October 2015 17:06

MadAveGroup Agencies Win Four MarCom Awards

MarCom GoldIn late October, our Digital Marketing agency WebArt won a 2015 MarCom Creative Award, and our On Hold Marketing agency BusinessVoice earned three.

The MarCom Awards are presented each year to recognize excellence in the concept, writing and design of print, visual, audio and online marketing and communication materials.

Here's the breakdown:

Gold Award - NAPA Auto Parts / Real Deal On Hold Marketing

Gold Award - Binkelman On Hold Marketing / Stream of Consciousness

Honorable Mention - Binkelman On Hold Marketing / Interviews

Honorable Mention - The Spirit Services Blog

We developed humorous content for all four winning entries.

MadAveGroup Creative Consultant Andrea Poteet conceived and wrote the copy for the NAPA On Hold Marketing.

Chief Creative Officer Scott Greggory wrote the Binkelman OHM copy and created the copy and images for the Spirit Services blog.

Read the award-winning Spirit Services blog here.

Listen to our winning On Hold Marketing in the videos below.

NAPA Auto Parts - Real Deal 

Binkelman Corp. - Interviews

 Binkelman Corp. - Stream of Consciousness 

 

 

Wednesday, 28 October 2015 17:29

Mountain View Tire Named a Top Shop

We’re proud to announce that MadAveGroup client Mountain View Tire and Auto Service has been named one of only three finalists in the 2015 Tire Review Top Shop competition. 
 
Each year, Tire Review magazine names one Top Shop winner and three finalists. The top finishers are chosen from entrants throughout the United States – tire retailers and/or automotive service centers of all sizes. 
 
Based in Rancho Cucamonga, California, Mountain View Tire and Auto Service owns and operates 30 facilities throughout southern California. 
 
We started providing Mountain View with On Hold Marketing in 2005. A few years later, we developed their email marketing program. We built MVT’s last two websites, and we are now the company’s marketing agency of record, handling all digital and print advertising, the on-going exterior transformation of their buildings and signage, and all other marketing efforts. 
 
We also prepared the entry package that presented MVT so well to the panel of Top Shop judges.  
 
In 2011, we successfully nominated Mountain View for Modern Tire Dealer magazine’s Tire Dealer of the Year award. (See that story here.)
 
MVT Top Shop 640
 
(Front pages of the Mountain View Tire article that appeared at TireReview.com.)
 
 
Wednesday, 02 September 2015 14:15

Terry Lesniewicz and Team Join MadAveGroup

Not many designers can say their work has been inducted into the Smithsonian's Cooper-Hewitt National Design Museum in New York City.  
 
Terry Lesniewicz can. 
 
And now, Terry has brought his award-winning talent, his philosophy, his successful track record, and his team under the MadAveGroup umbrella. 
 
The new agency is called design2influence, or d2i. Its specialties: 
 
  • Logo Design / Identity Packages
  • Advertising
  • Branding / Integration
Terry has worked with well-known brands for decades, including Owens Corning, BP, Pilkington, Dana, Bosch and many others. Click on the samples below for more images and info. 
 
Whether you want to talk about a single project or elevating your entire brand, contact Michael Seay at 419/724-7374 or This email address is being protected from spambots. You need JavaScript enabled to view it.

 
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Bearing Distributors Inc. (BDI) had a need: attract more qualified job candidates; people who would grow with the company and become BDI's next generation of leaders.

So, they came to us.

We told their story through video.

"BDI wanted to differentiate themselves from other employers, convey the personality of their organization and show who they are," said MadAveGroup's Michael Seay. "The video series that we created for them captured that. It gives potential employees a chance to feel engaged with BDI."

Kim Burk agrees. She's a Human Resource Generalist at BDI. "The videos are great," she said. "We've heard very positive comments from both internal staff and job candidates."

The series includes a company overview, as well as videos about specific positions that the company needs to fill.

"Many recruitment platforms are now accepting video, usually at no additional cost. So, it's a great tool to engage candidates and add personality to your company."

Watch a few of the BDI videos we produced below. 

BDI Corporate Overview


BDI Inside Sales / Warehouse
 

 

Monday, 03 August 2015 16:53

Shop Talk: Season Two

Shop Talk w Stacy BacaUnique, personal insight about the marketing and creative industries, presented by seasoned professionals. That's what Shop Talk is all about.

The first season of this monthly program featured writers and designers, agency owners, a Hollywood filmmaker, a former newscaster, a voiceover talent, a college professor and others. (See the poster of our guests below.) 

Each of those speakers drew from their successful careers to provide valuable advice for both our live audience and online viewers. (Watch several Shop Talk videos here.)

And now, season two of Shop Talk has begun.

We invite you to attend any or all of the sessions. They begin at noon, typically on the fourth Thursday of each month. November's Shop Talk is held on the second Thursday, and there is no presentation in December.

The location: The Mad Ave Collective at 1600 Madison Avenue, Floor 2 in UpTown Toledo. There's plenty of free parking at Madison and 17th, and free light grazing is provided by All Crumbs Artisan Bakery.

Walk-ins are certainly welcome, but if you can, please let us know you're coming. This email address is being protected from spambots. You need JavaScript enabled to view it. or call 419/724-7345.

Check The Collective's calendar for upcoming speakers and topics.

Hope to see you at Shop Talk.

Shop Talk Poster Cropped

 

 

Think about the months after you graduated from college.

What if you could've had a personal mentor to teach you about the "real world" you were about to enter?

Someone who had worked for decades in your chosen field.

Someone who provided valuable insight that you could not have learned in a classroom.

Someone who gave you an advantage when looking for a job.

The Keep Toledo Creative Scholarship Program was established to do all of that: give aspiring creatives the additional knowledge and experience they need to distinguish themselves and help them succeed.

In the video above, several KTC mentors and students talk about the need for the scholarship program and what it's brought to their lives.

For more details on Keep Toledo Creative and the scholarship program, This email address is being protected from spambots. You need JavaScript enabled to view it. or call 419/724-7345.

 

Monday, 01 June 2015 18:10

2015 MadAveGroup Video Demo Reel

The MadAveGroup's demo reel is a fast-paced overview of several of the videos we've produced. 

The projects include recruitment videos, an online welcome video, humorous instructional videos, even a music video, as well as tradeshow and promotional videos. 

With our in-house writers, directors, videographers, editors, musicians and voiceover talent, we can create the videos you need for a variety of environments, including television, your website, social channels, and on-site / in-store applications.  

For more details, call 419/473-9000. 

 

 

Since the On Hold Messaging Association began presenting Judge's Choice Awards as part of its annual MARCE Awards ceremony in 2009, there have been nine Judge's Choice trophies awarded.

BusinessVoice – our On Hold Marketing agency – has won five of them!

Our latest Judge's Choice win came at the 2015 OHMA conference in New Orleans.

The winning entry was an On Hold Marketing production we created for MyOpenHouse.com.

Conceived and written by Creative Consultant Bob Seybold, the piece includes four scenarios, five music beds, several sound effects, and more than a dozen voices. (Listen to the production in the video above.)

The work earned very high scores from two of the three judges: 99 and a perfect 100. Those judges also shared a few comments:

• "This was creative and [made] good use of the voices. It gets the point across for the caller..."

• "Good mixing on this one. The goals [that were] stated were met."

The MARCE Awards is an annual competition that recognizes marketing and creative excellence within the On Hold Messaging industry.

BusinessVoice is the nation's most-awarded On Hold Marketing agency, having won 100 local, regional and national awards for its work.

 

For 2015, The Communicator Awards has recognized MadAveGroup with three Awards of Distinction. 
 
The judges honored the following work:
 

- Sharks Love the Taste of Rubber 
- Stream of Consciousness 

  • An online video we produced for The Old Newsboys Goodfellows Association 

(See and hear all of the winning work below.)

The Communicator Awards is “an international awards program that recognizes big ideas in marketing and communications.” With more than 6,000 entries, it’s one of the largest competitions of its kind. 
 
The Academy of Interactive & Visual Arts sanctions and judges The Communicator Awards. AIVA consists of top-tier professionals from acclaimed media, communications, advertising, creative and marketing firms.

 
On Hold Marketing - Stream of Consciousness (Binkelman Corp.)
 

 
On Hold Marketing - Sharks Love the Taste of Rubber (Binkelman Corp.)
 


Online Video - Become a Newsboy (Toledo Newsboys)

 

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