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Dear Friend:
I love Super Bowl Sunday.
For years I recorded the Super Bowl broadcast – and then had the game edited out – leaving a great historic reel of the commercials. (Of course, YouTube has made that practice obsolete.)
Some people have referred to this year's spots as "soft." By any evaluation, they are still a great show of genius and stimulate my creative juices.
So what if you don’t have $3 million to invest in a one-shot Super Bowl spot? That’s where equally creative minds thrive – just less famously. And it is where Beach Communications succeeds.
Included in this newsletter are brief summaries of those kinds of assignments. Our web site www.beachcom.net provides other examples. We hope this work inspires you.
If we can be of assistance, please reply via e-mail by clicking here or give us a call.
Have a super week.
Rex Smith
Our Work:
Social Marketing
In 1999, blogging software was developed allowing nearly anyone to post content to a website. And more than ever, corporations are embracing social networks as part of their marketing mix. Social websites are built on their ability to "attract" an engaged, interested audience that willingly participates in the communications offering. Some examples of our expertise in this area include:
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Our ability to cost-effectively assist the Detroit Medical Center leverage the video sharing community of YouTube to promote its brand world-wide. Click here to view one of the videos.
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The development and imminent launch of an online forum for the Children's Hospital of Michigan
If you'd like to learn more about how social networking sites can work in concert with websites, send us an email by clicking here.
Our Work:
Search Marketing
Most companies today, have some kind of website. Now the challenges are making the sites better and getting the right people to visit the sites. Beach has developed expertise in organic and paid search. Organic search being listings that are systematically generated by search engines (i.e. Google, Yahoo); sponsored search being the science of advertisers paying for targeted listings. Here are some examples:
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Our search marketing clients include DMC, Children's Hospital of Michigan, Dickinson Wright, Campus Den, Red Wing Shoes and MatchMaker Michigan.
The keys to effective search engine marketing are the keywords, the position, the ad copy, and the destination. If you would like to learn more about these, send us an e-mail by clicking here.
 Our Work:Direct Marketing
More people viewed this year's Super Bowl than any other. In our own fragmented world, that's a huge statement.
It does come at a huge investment price.
We invest more of our time targeting very specific customers and prospects with personalized messaging and offers. Our concept of "direct marketing" encompasses direct mail and includes a variety of digital options that enable marketers to more (cost) effectively target their customers and prospects. Here are some examples of our work in this area:
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Delivering over 240,000 test drives through Ryder Cup direct marketing initiatives for General Motors
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Selling eleven $25 million business jets for Gulfstream Aerospace
In all, we have developed over 20 award-winning direct marketing campaigns. To learn more send us an email by clicking here.
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Beachism # 3:
Modest Budgets should not be met with modest minds.
The average price for a 30-second spot in this year's Super Bowl was $2.4 million. With the high stakes of this media investment, the agencies that created and produced the spots undoubtedly had their very best and brightest talent bringing those commercials to life.
But what about the agencies' other assignments?
This less-than-hypothetical question led us to develop Beachism #3 - "Modest budgets should not be met with modest minds."
Simply because a marketing budget might be considered "modest" is not justification for it to be relegated to the "second string." In fact, we contend that a limited budget might be the perfect time for the agencies' best and most creative minds.
So while everyone is buzzing about the latest and greatest Super Bowl spot, take a moment to think about the team and energy assigned to your business, your challenges, and your budgets. If it's less than Super, we probably can help.
Do Something:
Penny Project
As an extension of Beach’s “Do Something” initiative, we have chosen to support the First United Methodist Church of Birmingham’s Youth Group Penny Project.
In June 2005, the group decided to make a difference beyond their community. The FUMC’s youth chose to focus on the effect of HIV/AIDS on the population of Africa.
They created the Penny Project – with a goal of collecting one penny for each of the 23 million people affected with HIV/AIDS in Africa.
To date, the Penny Project has raised 7,095,000 pennies. Their new initiative is to launch a micro-lending program in Africa to help break the poverty chain that leads to the spread of the AIDS virus.
Beyond some modest seed funding, Beach employees recently helped the youth group members create presentations to attract new contributors.
The Youth Group is changing the world one penny at a time. To learn more about the Penny Project, click here
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