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Archive for September 5th, 2006


Okay… after a long weekend of racing and celebrating, let’s get back to the Marketing world with some sobering we-told-you-so numbers.

The results of this study are brought to us by Connected Marketing (via our neighbours at Brains On Fire):


18%: Proportion of TV advertising campaigns generating positive ROI

54 cents: Average return in sales for every $1 spent on advertising

256%: The increase in TV advertising costs (CPM) in the past decade

84%: Proportion of B2B marketing campaigns resulting in falling sales

100%: The increase needed in advertising spend to add 1-2% in sales

14%: Proportion of people who trust advertising information

90%: Proportion of people who can skip TV ads who do skip TV ads

80%: Market share of video recorders with ad skipping technology in 2008

95%: The failure rate for new product introductions

Don’t you think for one second that advertising is not effective. I know it’s an easy conclusion when you look at these numbers. The trick is to make sure you don’t think of the problem in terms of “what,” but rather in terms of “how.” (Wrap your minds around that!)

So… over the next twelve months, how are you planning to spend the lion’s share of your marketing dollars anyway?

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I just took a 4-day break from our little marketing world to help cover the USA Cycling pro championships right here in Greenville, SC. (The event has been held in Philadelphia for the last 21 years or so, but moved to Greenville this year.) This time around, only American riders were allowed to participate, which made this a true American championship.

To bring you up to speed on why this is relevant to my little world, here’s the skinny:

1. I’m a cyclist.
2. George Hincapie (see below) lives and trains in Greenville.
3. George’s brother Rich (also below) is a good friend.
4. F360 (the studio/agency behind the brandbuilder blog) was hired to help cover the event. (Yes, we’re the original jacks of all trades.)
5. Shooting stuff like this can get kind of crazy, but it’s also a whole lot of fun.

And finally, after George’s awful luck this year, this was his chance to turn things around and grab that elusive silver lining. Not being there to at least cheer him on and document the event would have been… unthinkable.

Anyway. Long story short: This was one of the most unbelievable bike race I have ever experienced (with vast majority of the field not even finishing). After over four hours of battling a grueling course, only three guys remained. That was it. Three guys. One of them was Levi Leipheimer (one of the best cyclists in the world)… but in the end, George prevailed.

So George, congrats!!! You did it!!! Without EPO, without testosterone injections, without steroids. Just hard work, perseverance, guts… You just did it.

Way to take it back, buddy. You made us all very proud. This is for you:

Above: George climbs Paris Mountain with the peloton’s lead. Only twenty miles into the race, many of the riders have already been dropped on the way to the summit. Those who survive this lap will get to race to the top four more times before the end of the race.

Below: George crosses the finish line in the rain with only one short lap to go. Just behind him is Levi, who is setting up his last attack.

Above: George stops to hug his very excited parents and family just seconds after winning the US Championship.
Below: George and his brother Rich share some well-deserved smiles.

Above: George thanks his fans.
Below: George and Melanie share a moment under a storm of camera flashes.


PS: Special thanks to Roby, Holly, Seth, Rich, Steve, Frank, George, Melanie, USA Cycling, Medalist Sports, Go Magazine, Hampton, The Cliffs, Charter Comunications, all of the fans, and everyone who worked to bring the event to Greenville and helped make it a huge success.

Some of our shots are on flickr.

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