ADwërks Media Team Gets More Experty

Our team of expert media professionals has gotten even more experty with a brand new ADwërker!

Kristi Cornette, our new Pilot of the Airwaves, will work as a traditional media buyer for our 0_2013-03-14_Kristi-Cornette_018_SaraCam_Fix_Flat_Croppedlargest account CarHop, handling mostly TV and print. She’ll work alongside Monique Lupkes, our OTHER traditional buyer for CarHop, and together they’ll conquer the many CarHop markets across the country, riding the airwaves to true media glory.

Kristi has been in advertising for 22 years, and she’s been buying media for 16 years. Her agency experience is bountiful, including employment at Barkley in Kansas City, MO, where she bought for Sonic (not the hedgehog), Valentine Radford, also in Kansas City, where she bought for Pizza Hut, and closer to home, Nichols Media, where she bought for various clients in the auto industry.

When she’s not piloting the airwaves, Kristi enjoys spending time with her family, which is comprised of her husband Michael, 10-year-old son Cooper, and their dog Scout. Together they enjoy having movie nights, watching TV and just hanging out as a family. The Cornettes have recently returned to Sioux Falls after temporarily living in Missoula, MT and Kansas City, MO, but they’re glad to be back.

Although this is the first time she has worked at ADwërks, it’s not her first encounter with the Mathi. Kristi has known Jim and Kara for about 18 years, and she and her husband actually used to live five doors down from the Mathis household. Is that why you moved away Kristi? Nonetheless, we’re happy you came back.

Based on her mad media skills, good experience and great personality, we know Kristi will make an excellent addition to our team. Please feel free to help us welcome her aboard!

Traditional Media – “Hey everyone, I’m still alive…and healthy too!”

Is traditional media worth your advertising dollars anymore? Many people hold the presumption that it’s on life support and will soon become obsolete. Although in some cases usage has declined, putting it on life support would be a bit dramatic.

In fact, good ol’ reliable traditional media is very much alive. For example, 93% of Americans still listen to the radio. And viewership of traditional media’s biggest hitter, TV, has actually increased. Ninety-eight percent of people 12 and up watch TV every week.

Our agency has recently experienced a firsthand account of what traditional media is capable of. July is typically a soft month in sales for one of our clients. In an attempt to
counteract this trend, we implemented a promotional offer only good during the month of July. To advertise this promotion we used television as our primary medium and print as secondary. The results brought our client record sales for July, making it the best July and second best month in company history. Based on this positive and anomalous deviation in sales trends for our client, we can determine that traditional media, when used effectively, is still a powerhouse player in media.

The takeaway message is this, history shows that traditional media has proven to be very adaptable to our constantly evolving society. The younger forms of media like web, social and mobile have definitely been useful and have made a large impact on the industry, but eventually they too will be threatened by a newer form of media, forcing them to either successfully evolve and adapt like the rest of the traditional mediums in use today, or fail and become obsolete. Until traditional media loses its adaptability and fails to meet the wants, needs and tastes of a modern society, it will continue to be a vital form of media.

– Andrew

Media/Mirror Fragmentation

CwQdHL5MTimes have dramatically changed since the days of newspaper and radio. There was once a time when reaching people with advertising was simpler, because the media options were simpler. If media can be represented by a large mirror in which people view and connect with the world, people had only one, maybe two reflective shards to look into. As a result, advertisers always knew where to find their audiences.

Fast forward to the present, and there is a plethora of media options to choose from. What used to be a solid, sturdy mirror, has now shattered into many fragments varying in size and reflective power. One shard is radio, one is Twitter, one is a video game, etc. So who’s looking into which shard? Everyone has their own unique combination of usage. And when the next form of media breaks off from its respective shard, the fragmentation will spread even further.

Since there are so many different ways to reach people, from an advertiser’s standpoint, it’s not always easy to know how and where to communicate with them. Break it down to an increasingly diverse group of demographics, all with varying media habits, and the equation gets even more complicated. But “advertologists,” (like our esteemed leader at ADwërks) have remained resilient. There is a lot of progress being made with the utilization of the digital age, and it can only get better. Although this “mirror” fragmentation has certainly posed to be a challenge, in a way, it’s pretty serendipitous. With modern technology allowing for an always-increasing connectability throughout the world, media fragmentation has allowed us to narrowly target and reach the smallest and most “nichy” audiences, efficiently and effectively.

These days, we are not only harnessing the consumer power of a large, dominant demographic, but we now see the value and power in the small demographic groups as well. We recognize the individual and have developed an interest in everyone’s “reflection” (aka consumer profile). So bring on the fragmentation, it can only strengthen our connection.

– Andrew