Company Helps Target Ads for Chain Store Consumers

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For a manufacturer, getting a product into a retail chain solves the distribution problem, but presents an advertising challenge: It’s great to have the product on the shelves, but how do you know who shops there and how to set up a campaign to reach them?


Enter IQ Plus, a new software program from InterQuantum, a division of media buyer Inter/Media Group in Encino. The program matches a database of 40,000 store locations with a city-specific database of media options, enabling advertisers to make logical decisions about where to spend their marketing dollars.


To put it into a real-world context, Anthony Raissen, President of InterQuantum, gave a hypothetical example of a small L.A. manufacturer who has secured distribution in CVS and Walgreens stores: “You can’t afford a national campaign, but maybe a few regional tests say $200,000 in two markets and then you plan to extrapolate the results,” he said. “The IQ Plus tells where you have the highest concentration of stores.”


Also, IQ Plus ties into Inter/Media’s database of media outlets. If, for example, a product appeals to women ages 35 to 54 in a high income range, InterQuantum can determine the most cost-effective TV stations, cable channels or local publications to reach that demographic.


Only InterQuantum clients can access IQ Plus. “It’s our secret weapon to maximize advertising,” Raissen confided.



‘Verite’ in Advertising

To highlight the human stories behind health services, ad agency Wongdoody created a series of mini-documentary ads for Health Net Medicare Advantage programs.


The L.A. office of Wongdoody hired filmmaker Jeffrey DeChausse, who recently directed “American Auto,” a feature-length documentary about a used-car salesman, to make the ads.


DeChausse filmed more than 70 hours of footage to produce just four 60-second TV spots for the Woodland Hills-based health care insurer. After months of in-person interviews, DeChausse selected nine seniors who use the Medicare program. He describes the commercials as shot in “a true ‘verit & #233;’ style nothing scripted.”


“Making health care decisions can be very intimidating for seniors,” explained Tracy Wong, chairman of WongDoody. “Showing real relationships between real people was the most straightforward, honest and visually poetic way to communicate the Health Net customer service experience.”


The campaign, which includes TV, print and direct mail, will run through March 2008.



News & Notes

CCG Investor Relations has won PR News’ 2007 Platinum PR Award for the outreach campaign on behalf of client Red Lion Hotels Corp. According to CCG President Crocker Coulson, the campaign by the L.A.-based company has revitalized the Red Lion brand. “Enhanced visibility has enabled Red Lion to expand analyst coverage, institutional sponsorship and trading volume all of which supported the key goal of building shareholder value,” Coulson said. Leads360, a sales lead generation and management firm, has obtained $3.25 million in financing from Rustic Canyon Partners. The capital will increase sales and marketing efforts. John Babcock, a partner at Rustic Canyon, will join Leads360’s board. Los Angeles Times Media Group has sold Recycler Classifieds to Target Media Partners. The deal includes 15 classified publications and the Recycler.com Web site. According to Bob Bellack, senior vice-president at the Times, “this strategic transaction will better focus our online and classified resources to meet the evolving needs of readers, users and advertisers in Southern California.”



Talent Perch

David Bluhm has joined NextMedium Inc. as chief executive. NextMedium has an online platform for buying, selling and measuring product placement in entertainment. Bluhm took the helm because of what he sees as growth in integrated advertising, adding that “within a couple of years we’re likely to see the launch of at least one TV network with no interruptive ads of any kind.” Maricela Cueva is the new vice-president of Social Marketing at Valencia Perez & Echeveste, a Latino PR agency in Pasadena. She will manage community awareness and advocacy functions for non-profit organizations, foundations and government agencies. Previously, Cueva directed campaigns for the California Wellness Foundation, the Los Angeles Unified School District and EyeCare America. Universal Pictures has appointed Adam Fogelson as president of marketing and distribution and Eddie Egan as president of marketing. Fogelson will supervise the film studio’s domestic marketing and distribution divisions, while Egan will handle advertising, media, publicity, promotion and digital campaigns for U.S. film releases. Andrew Mars, former vice-president of Liberman Broadcasting Inc. in Burbank, has founded a new company called Mars Media Family. The company provides ad sales training.



Staff reporter Joel Russell can be reached at [email protected], or at (323) 549-5225, ext. 237.

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