These odd things we call “Clichés”

by AdvertisingMarketingPersonal InterestPublic RelationsUncategorized

Despite being etymologically rooted in French, clichés have become integral both to written and spoken English. “Think outside the box,” “low-hanging fruit,” “read between the lines,” and my favorite, “break a leg,” are popular examples of the thousands of clichés populating – or polluting – the world’s most flexible, widely-used language.

 

While expressing common, even universal experiences, clichés impact our language in a way that’s decidedly mixed. Certainly, they’re responsible for encouraging lazy, unimaginative communication. Common clichés will inevitably slip into nearly everyone’s vocabulary, but too many of us fall back on them at the expense of more descriptive, nuanced usage. While helping ensure a degree of understanding, clichés also rob our exchanges of insight and vibrancy.

 

I’m addressing this topic because today, November 3, is Cliché Day. As a longtime communication professional with a specialty in public relations, I’ve spent decades excising clichés from my writing … while occasionally employing them for humor or intentional overemphasis. If this sounds like me balancing atop a figurative fence, it is — clichés are odd constructs. The degree to which they’re sometimes valuable and sometimes absurd seems to increase as our language evolves.

 

To me, the most compelling aspect of clichés is how they serve as a microcosm for the tasks my public relations, advertising, and marketing colleagues perform for our clients. Just as clichés provide familiarity, the tactics and content we employ must be easily understood by all intended audiences. Confusion about meaning would counter our strategic goals, yet we need to avoid boredom-triggering mundanity. Our content and means of deploying it must be imbued with cleverness and originality – with unexpected sparks that make eyes open wider.

 

It’s not easy. As with the use of clichés, we’re walking a tightrope … it’s a fine line. But it is what it is, and at the end of the day, it’s no walk in the park. So, we keep our eyes on the prize, aware that nothing worthwhile is ever easy, and eventually get ourselves over the hump.

World Communication Week 2024: Navigating the Digital Age

by AdvertisingMarketingPublic RelationsSocial MediaUncategorized

Back in 1988 – when digital tech was in its infancy – November 1-7 was established as World Communication Week by the International Association of Business Communicators. Since then, this week has become increasingly important, given the rise of social media and other forms of digital communication. Even when your organization is closed for the night or for a holiday, your brand continues to be seen by consumers online. In this 24/7 digital landscape, it is important to ensure your brand is available at all times, a unique challenge brought on by the advancing digital landscape.

 

World Communication Week has evolved into an opportunity to reflect on how we can enhance our communication skills in various facets of our lives.

 

Precision in the Digital Age

As communication becomes increasingly complex through digital mediums, the need for clear, precise messaging is vital. The shift to these mediums hinders the ability to express body language and tone, making precision all the more important for effectively communicating.

In response to these challenges, many organizations are turning to public relations to help ensure that their brand’s image is portrayed accurately. And, that their messages are clear and compelling. These challenges have prompted shifts in how we communicate, leading to notable trends that reflect the changes in the field.

 

Trends and the Rise of Short-Form Content

Trends in communication are also affected by these mediums and their limitations. It isn’t a secret that the attention span of the average consumer is lower than it was when World Communication Week was established. The rise of short form content across all platforms reflects those consumer preferences.

Visual storytelling on platforms like TikTok and YouTube are only part of it. Short messages are not only shared, but required. Due to character limits on X (formerly Twitter), Facebook, etc. This week should be used as a chance to consider how you are adapting. And, to make sure that your team is aligned on how you are approaching the task.

 

The Role of Public Relations in Digital Communication

As communication technology continues to evolve, the ability for organizations to communicate with confidence and clarity is more important than ever.

Public relations practitioners play a crucial role in optimizing communication for today’s digital world. They help organizations establish trust while limiting miscommunications.

 

About the author:

Justin Picciuto is a fall 2024 intern at SCG Advertising and PR. He is currently a senior Communication and Media Studies major at Montclair State University in Montclair, NJ.

 

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Streaming, OTT, Streaming ads

What the Rise of Ad-Supported Streaming Means for OTT Advertising

by AdvertisingMarketingUncategorized

Streaming, OTT, Streaming ads

Forbes recently published an article reporting the results from “The Harris Poll” 2024 streaming survey with the headline: “New Report Shows Streaming Viewers Warming To Ad-Supported Content.”

Personally, I think the majority of people are probably like me. It’s not that we’re warming to the ads, but we’re just not willing to pay extra for ad-free.

Check out these streaming stats:

  • 99% of all U.S. households pay for at least one or more streaming services (OnePoll 2024)
  • 56% of viewers stream 1-3 hours in a sitting and 40% binge-watch at least 3 hours at a time (HarrisPoll 2024)
  • 58% of viewers said they would watch ads if it meant saving the cost of an extra coffee per month (HarrisPoll 2024)

As streaming becomes more universal and prices continue to increase, more viewers are opting for the ad-supported plans, presenting huge opportunities for advertisers.

 

What is Over-The-Top (OTT) Advertising?

Over-the-top advertising refers to the delivery of ads via streaming media services that are shown directly to viewers over the internet, bypassing traditional cable, broadcast, and satellite TV platforms. OTT ads run on streaming platforms and reach users on multiple devices, including computers, mobile phones, gaming consoles, smart TVs, and any other device which can access streaming services. So when you’re binge-watching your favorite series on Hulu and you are forced to watch ads in the middle of your show, that’s OTT advertising.

You may also hear the term CTV, or Connected TV. While CTV and OTT tend to be used interchangeably, CTV technically refers to the device, in this case a Smart TV, streaming stick or gaming device, that is used to deliver the OTT advertising via a television screen.

 

Why Incorporate OTT Advertising into Your Strategy?

  1. Massive Audience: Reach people where they are spending majority of their time
  2. Advanced Targeting Abilities: Deliver personalized ads to viewers based on demographics, interests, geography and viewing habits.
  3. Ad Dollars Go Farther: Minimal ad waste due to targeting abilities and audience segmentation
  4. Increased Engagement: Reach viewers right on the screen they are already viewing, where most will not skip or change browsers.
  5. Cross-Device Targeting: Reach viewers across household devices increasing visibility
  6. Raises the Bar for Creativity: Viewers favor ads that are personalized, funny, short and feature catchy music or tell a story.
  7. Robust Analytics: Ability to track, optimize, and refine strategy in real-time and use data-driven audience insights
  8. Stay Ahead of the Curve: Capitalize on the technology and gain competitive advantage

 

Ready to get started? Let SCG help develop your OTT strategy and engage your audience in an exciting new way.

 

Read more on the streaming survey reports here:

https://www.forbes.com/sites/robsalkowitz/2024/03/12/new-report-shows-streaming-viewers-warming-to-ad-supported-content/?sh=6fdfcd52632d

https://www.forbes.com/home-improvement/internet/streaming-stats/

 

Based out of our Haddonfield, NJ office, Regina Liu, Director of Recruitment Marketing started her career with SCG as an intern and has been a part of the team ever since. She specializes in developing innovative talent acquisition strategies across various industries, with a focus on employer branding, recruitment advertising, and digital marketing. Additionally, she oversees the company’s social media efforts.

The History of Podcasting

The History of Podcasting

by AdvertisingMarketingPublic RelationsSocial Media

The History of Podcasting

The history of podcasting is celebrated each year on International Podcast Day. Each September 30th, over the past two decades we recognize a valuable opportunity for podcasters and their listeners to connect online.

There are various reasons for creating and distributing a podcast, with emphasis on entertaining, educating, and promoting. But whatever a podcaster’s purpose, creating and deploying a podcast can hold significant value for a brand, company/organization, or individual.

At SCG Advertising + Public Relations, I’ve had firsthand experience producing two separate podcasts, and I’ve learned much about crafting quality content that engages listeners while sounding as smooth as possible. Each episode I produce provides a learning opportunity for both my client and me.

Podcasts can be a powerful tool to help amplify messaging efforts and drive a conversation; they connect people with an audience that finds value in what the host is discussing.

Some fun historical facts about podcasting, according to InternationalPodcastDay.com :

  • The first modern podcast went live 20 years ago
  • The term “podcasting” was pioneered in a 2004 Guardian newspaper article
  • George W. Bush was the first president to have his weekly address delivered as a podcast
  • And … SCG can help you create your next podcast

 

I’m beginning to work on a brand-new project with the social media team to produce an official SCG podcast titled Coffee and Tea with SCG. We are looking to launch the podcast in early fall, and you’ll be able to listen to it on our website.

International talk like a pirate day

International Talk Like a Pirate Day: Reimagined for Recruitment Marketing

by MarketingRecruitment AdvertisingUncategorized

International talk like a pirate day

These days, it might seem like there is a holiday for everything and many seem to be created purely for social media. But to me, “International Talk Like a Pirate Day” is one of my favorites, due to its outrageous uniqueness and how it has completely taken off.

Celebrated annually on September 19, International Talk Like a Pirate Day was created in 1995 by two friends, John Baur (Ol’ Chumbucket) and Mark Summers (Cap’n Slappy), during a racquetball game when one of them reacted to the pain of an injury with an outburst of “aaarrr!”

In honor of this International Talk Like a Pirate Day, and as a recruitment marketing specialist, I thought I would take a stab at what a help wanted ad for a pirate might look like. At our agency, we work with all industries and you never know when we might just acquire a pirate crew as a client.

Yo Ho Ho, Is a Pirate’s Life for You?

Ahoy mateys, we’re seeking like-minded scallywags! No landlubbers need apply, or you’ll walk the plank. Blimey! You don’t want to end up in Davy Jones’ Locker.

Responsibilities:

  • Parley with our clients and help them crush ye barnacles (or competitors.)
  • Be ready for surprises and know how to batten down the hatches. Every day is different here.
  • Raise the Jolly Roger to announce our arrival and invite surrender.

Requirements:

  • Plundering skills.
  • Strong singing voice to join us in a chantey every once in a while.
  • Scallywags welcome to apply but be ready for a quick lesson.
  • Sea legs required; you don’t want to end up in the briny deep.
  • Confidentiality is key: dead men tell no tales.
  • Scurvy optional.
  • No history of mutiny.

Benefits:

  • Gold doubloons, a barrel of rum, and all the booty for a job well done.

 

Shiver me timbers, join us on our adventure and live the pirate’s life!

International Cat Day

International Cat Day: Whiskers at Work

by MarketingPersonal InterestRecruitment Advertising

International Cat Day

I previously recognized International Cat Day (August 8th) by comparing cat behavior with Recruitment Marketing. You can revisit that Blog Post  here, where I shared my journey to Crazy Cat Lady and introduced my feline family members. Everyone is doing well, and we have had a lot of interest from candidates wanting to join the team. Apparently, they’ve heard good things and new applicants appear on the back patio from time to time.

Cats work hard in our world. Here are just a few of the jobs they dutifully perform:

Emotional Support/Therapy Animal: Whether serving as an emotional support animal for an individual or part of a care team within a hospital or nursing home, these specially trained professionals play an important role in providing comfort and support.

Speaking of roles, how about the cat ACTORS, who entertain us in a variety of TV, movie and stage productions.

On the smaller screen, Cats are a huge part of the Influencer world. TikTok, Instagram and YouTube are full of popular cat influencers. Just a couple of these stars include @CatManJohn for Russell the cat who uses buttons to communicate or Lady the cat @thetruckeduplife.

Space: In 1963, Felicette, also known as “Astrocat”, became the first and only cat to go to space.

Pest Control: In Lighthouses, cats served to keep pests away and served as companions to the Lighthouse Keeper and their family. Cats serve a similar purpose in barns and on ships.

Ancient Egyptians used the felines to hunt birds on riverbanks.

Mayor: Talkeetna, AK, had a feline mayor for 20 years. Stubbs the cat was named after his stubby tail and served in office from July 18, 1997, up until his death on July 21, 2017. During his time as mayor, he survived an attack from a dog, being shot at by teenagers with BB guns and falling into a (cooled off) deep fryer. Talk about having nine lives!

Of course, now they are part of our political discourse.

Whether they are employed and earning a paycheck or working for cuddles and kibble, I’m sure you will agree that the payment is well earned.

As part of our SCG brand toolkit, we have a variety of #merch. Our latest addition is a TOP TAIL CAN COVER. Comment or touch base with me or an SCG team member to get one for yourself. Made in the USA, the can cover is 3.5.”

SCG police recruitment

The Challenge to Recruit Police Officers

by AdvertisingMarketingRecruitment AdvertisingUncategorized

SCG police recruitment

The events of 2020 led to changes in all areas of life, many of which we are still feeling today. In the recruitment world, one of the major impacts was an increased difficulty in the recruitment of police officers. For years, hiring police officers had already become a challenge; but it was accelerated by the COVID pandemic and George Floyd protests in the 2020.

 

Police departments across the country are severely understaffed and struggling to attract applicants. For instance, late last year the Philadelphia Police Department was down nearly 1,000 officers with another 600 set to retire in the next 2 years including 121 on a single day in January 2025.

 

At SCG, we’ve partnered with police departments to bring our expertise in recruitment advertising to address this challenge. Through interviews with officers, we gained an understanding of the different paths that led them to a career in law enforcement. For many of them, becoming a police officer was not their first choice and chose it because they were not satisfied in their current career; while others truly wanted to make a difference and help others in their community. We used this information along with feedback from the people within the communities being served to develop effective messaging that appealed to potential candidates who have not considered law enforcement as a viable career.

 

Creating an effective message was the first part of the challenge. Delivering it to the correct audience is just as important. To that end, our advertising included a blend of traditional (Indeed, radio, billboard, Facebook/Instagram) and non-traditional media designed to reach candidates through multiple touchpoints. We also incorporated media designed to specifically reach minority audiences that were under-represented in the police force.

 

Some of the more unique options we’ve utilized are:

 

  • Securing a NASCAR sponsorship featuring a car wrap
  • Advertisements and a recruitment table at local gyms.
  • Geo-fencing music festivals.
  • Endorsement from a retired professional athlete who is now a local media personality
  • Snapchat filters at targeted events

 

This forward thinking to look beyond conventional media combined with our expertise in developing a message that addresses each client’s specific challenges. Specifics are key to helping our law enforcement agencies in overcoming this challenge they currently face.

To read more on our work with law enforcement check out our other article on police recruitment and the NASCAR event for NJSP!

 

Advertising during March Madness

March Madness or Advertisement Heaven?

by AdvertisingMarketingSocial Media

 

Advertising during March Madness

March is here! To some, that might indicate Saint Patrick’s Day is near or even Palm Sunday. Yet there is a specific group of people that only care about March for one reason. March Madness. As a fan of March Madness, and a former collegiate athlete, I can appreciate the passion brought by fans each year. It’s inspiring to root for young adults who are particularly great at what they do. 

Despite the excitement it brings to fans, it also fills the pockets of athletes everywhere. Two major components factor in when talking about how much an athlete can make. First is a traditional endorsement. Sponsorships with major brands lead to an athlete being asked to model a product or post about it.  In turn, these brands hope to influence people to buy their products. 

The second, and fairly new way, is the NIL. It stands for “name, image, likeness” and allows collegiate athletes to cash in on their popularity. Brands will strike a deal with a player and it allows them to use their “name, image, likeness” in just about anything.

For instance, a college athlete might see his or her face in a popular video game. A NIL lets this athlete profit off the game and can also protect an athlete’s right of publicity. The right of publicity is generally used to protect against the misuse of an individual’s name, image, and likeness for commercial promotion. Most times NIL collectives help push the deals. NIL collectives are a pool of money donated to the school by rich donors and alumni that can help generate more profit for not only the schools, but also the players. 

There is also a vast difference between men’s and women’s sports. The women don’t make a fraction of what the men make individually, but females have higher engagement and better marketability on social media platforms. LSU women’s win over Iowa in the final match-up averaged 9.9 million viewers, smashing the previous 5.7 million-viewer record for the NCAA women’s tournament set in 2002. It was the most-viewed men’s or women’s college game ever on ESPN+. Yet despite the inequality, both men and women athletes can still make more money off brand deals and endorsements than the price of their scholarships. 

So how does this relate to advertising and marketing? Due to everyone’s obsession with college sports, March Madness has become one of the most watched events in history. According to Sportico, ad spots during the championship game were priced between US$2.2 million and US$2.3 million, while 30-second units for the earlier rounds were bought for a few hundred thousand dollars. The brands buying up ad spots are not small brands either. Some of these companies include Coca-Cola, Capital One, AT&T, Buffalo Wild Wings, Unilever, and Nissan. The 2022 tournament amassed 1 billion in revenue and gained 35 new advertisers. Last year the top 10 brands that spent the most money, didn’t even bother putting ads into other sports. They waited to put their ad money into March Madness and spent 247 million dollars through the tournament. 

Now just because major companies are pushing out advertisements it doesn’t always mean that they are effective. Yet according to sports fans, a recent poll suggested that sports ads might be more beneficial than you would think. In a study from Marketing Brew, “Of all college sports fans surveyed, about 13% said they prioritize sponsor brands when shopping.” In the same study, “About 30% said they at least see college sports sponsors more favorably while they shop, even if they don’t automatically prioritize those brands.” These are decent numbers considering an article by INC found just 4 percent of consumers believe advertisers and marketers practice integrity.

March Madness has proven to become a major source of advertisement and income for a majority of industries but has the concept of marketing the youth gone too far? 

Super Bowl Sunday

The KC Chiefs are the champions of football. Who are the advertising champs?

by AdvertisingBrandingMarketing

 

Super Bowl Sunday

Can you imagine the pressure the players and coaches were under knowing more than 113 million people were watching their every move for three hours during the Super Bowl? Now imagine the pressure the advertisers and their ad agencies felt knowing they had only thirty seconds to score their marketing touchdown. 

The advertisers spent $7 million for the airtime alone, plus another million or more on production. If their commercial didn’t score well with viewers, it’s the equivalent of fumbling at the goal line. A player may have had a horrible game, and even if he was on the losing team, he still received more than $80,000. A commercial that flopped is millions of dollars spent with little or no return, and could, in some cases, damage the brand beyond repair.

Yeah, the Super Bowl certainly comes with a lot of pressure. But there’s also a lot of reward. Winning players and coaches get lucrative new contracts and marketing opportunities. Successful advertisers increase their brand awareness, market share – and most importantly, their bottom lines. Their agencies become famous (or more famous), get new business, and the creative teams are rewarded with bonuses and the potential for Gold Lions at Cannes. Winning is good!

So, now that the game and all the advertising and pressure is over, we know the Kansas City Chiefs are the Super Bowl champions. Who are the champions of advertising? Unlike the Super Bowl, there can be more than one winner. This year there were a lot more losers than winners, and way too many spots relied more on celebrities than solid creative. Still, there were some spots that ranged from brilliant to damn good.

Here’s a list of my top five commercials (in no particular order) from this year’s extravaganza.  

REESE’S – It was hard to find a commercial that didn’t feature a celebrity, but Reese’s didn’t need a star to introduce its caramel big cup. Slapstick as hell, with people losing their minds because Reese’s announced a big change to their peanut butter cups. Turns out, the announcement was to introduce their new caramel cup product, and at the same time, let us all relax, knowing our favorite peanut butter cups were still around. Great new product introduction.

BMW – Speaking about celebrities… Just about everyone does a Christopher Walken impersonation, and in this spot featuring Christopher Walken for BMW’s electric model, everyone Mr. Walken meets impersonates him. Every actor is hysterical, Walken is, well, Walken, and the spot succeeds to promote the EV model and solidify the brand. “There’s only one Walken. And there’s only one BMW.”

POPPI – No special effects. No fancy camera angles. No celebrities. This one minute spot takes us on a tour through humanity’s ideas and accomplishments and attempts to convince us that the next great idea – Poppi Soda – is the future of soda. It informs us that Poppi Soda isn’t bad for us, because it contains none of the “bad stuff.” Will Poppi become the next Pepsi? No one knows. But this commercial was straightforward in introducing the product and its benefits, and explained why we should try it. And that’s what advertising is supposed to do, kids. 

PLUTO TV – OK, so maybe the “couch potatoes” were a bit much, but this spot did its job. It informed the viewer Pluto TV offered thousands of tv shows – and it’s free. I didn’t know that. I wonder how many others thought Pluto TV was just one more streaming service we’d have to pay for? I’ll bet their website is getting a lot of hits this morning. Very informative. Very well done.

ETSY GIFT MODE – Hey, if America can use Etsy’s new Gift Mode to send France a gift in return for the Statue of Liberty, think about the ways it can help us. Creative and well-produced, this commercial used a humorous, make-believe look back at history to present its new gift sending service. The concept, cinematography, and direction were perfectly executed. The casting was excellent. Most importantly, any commercial that begins with, “Oh, crap,” has my attention.  

valentine's day

Valentine’s Day: What’s with all the hype?

by AdvertisingMarketing

valentine's day

Each year, just prior to February 14, sweethearts the world over strip every retail location of chocolates, roses, and those greeting cards with the lacey frills. It’s Valentine’s Day – but really, what’s all the hype about?

 

It all began long ago as a Christian feast honoring a martyr named Valentine. As folk traditions evolved, the day began to focus on romance and love. According to one legend – believe it or not – Saint Valentine had defied an emperor’s orders by secretly marrying couples, thus sparing these new husbands from serving in the military.

 

But, what’s the connection between Valentine’s Day and the greeting card market?

 

According to https://corporate.hallmark.com/valentinesslideshow/#:~:text=Hallmark%20founder%20J.C.%20Hall%20began,greeting%20card%20designs%20in%201915, Hallmark founder J.C. Hall began selling Valentine’s Day postcards in 1910. At about this time, postcards were declining in popularity … which, in 1912, prompted Hallmark to add greeting cards to its line.  So, while Hallmark didn’t actually invent the holiday, it did solidify it by permanently connecting Valentine’s Day to the practice of sending cards.

 

Interesting, right? But, is February 14th now simply a sprawling marketing scam? Maybe not. Instead, I’d call it a clever way to market an otherwise mundane product, the greeting card, to the public.

 

According to: https://www.driveresearch.com/market-research-company-blog/valentines-day-statistics/

  • As many as 52% of consumers celebrate Valentine’s Day
  • 45% of Americans who celebrate incorporate some type of travel
  • The average consumer spends nearly $200 on their Valentine
  • 46% of consumers will receive a gift they don’t actually like, including candy, flowers and – you guessed it! – greeting cards

 

This DriverSearch report also notes that mixtapes are the least desirable of V-day gifts, with only 13% of people expressing interest. As a musician, I disagree – and so have curated two playlists, one for those who love Valentine’s Day, and another for those who … don’t.

 

Valentine’s Day: https://open.spotify.com/playlist/5W0wr7l2PMA97rcAG6YfHD?si=0ab2ff3fa81940ef

ANTI Valentine’s Day: https://open.spotify.com/playlist/0hUCfbwggcTty80FZGLeWX?si=e24860dbb70e4bc3