by Next Wave Team | Jan 27, 2005 | Everything You Want to Know About Advertising
Apple retail stores seemed like a move backwards in the world of build to order customization. Why invest in bricks and mortar when cyberspace is so inexpensive. True, a Mac is still a thing of beauty- a piece of art, that people want to get their hands on, to touch, to feel, but, at the most expensive locations in retail? Something didn’t make sense. What did Apple know that everyone else was missing?
Well, one thing about the brand- just like Harley Davidson, Mac heads like to congregate with each other and the stores serve as a place to hang out with like minded folks. Just as Starbucks is trying to be that third place between home and work, Apple stores are a place where Mac people feel comfortable.
But the big news is that the Genius bars, where Apple trained support people offer free support, end up selling something to 70% of the people that come in to see them. Face to face support is becoming rarer by the day- and this is Apple’s secret weapon. Where did they get this idea? From the hospitality industry- the model was the conceirge service of five star luxury hotels.
So next time your are thinking about how to increase customer volume, the answer might be personalized support from your very own geniuses.
by Next Wave Team | Sep 3, 2004 | Everything You Want to Know About Advertising
70% of AdAge.com voters are concerned about the ultimate impact of video on demand on the TV advertising business. The remaining 30% are not worried that the growing popularity of VOD will dent the industry.
What David, Chief Creative Officer, of The Next Wave had to say…
“My only concern is that VOD won’t get here fast enough. It is the only savior for the TV advertising. Once viewers demand their own show, we’ll be able to hone our target audiences and gladly pay on Tuesday for the exact eyeballs we get today.”
Click Here To View The Article
by Next Wave Team | Jul 28, 2004 | Everything You Want to Know About Advertising
“The Vanishing Mass Market” was the cover story, a special report, in the July 12, 2004 issue.
David Esrati, Cheif Creative Officer and Owner of The Next Wave, had his letter published among 3 others including Laurence Feldman, Professor Emeritus of Marketing at the University of Illinois.
“With more media options than ever, which should have improved segmentation, advertisers now find formulaic media. Clear Channel radio stations sound the same in Portland OR as they do in Portland ME. The same is true for Network and local news, magazines, and newspapers.
The great copywriter Howard Luck Gossage predicted that when the revenue from advertising exceeded the revenue from subscribers for print publications, the content wouldn’t be worth paying for. Forty years later, we’re paying the price with media outlets fearing offending the advertisers, or, worse yet, their corporate masters stock price by doing anything that different from the next guy.
When your product becomes homogenized, it loses value to the advertiser faster than it does to the consumer. But the real problem was there was never really a mass market to begin with, just big players in a small sandbox. Now advertisers are forced to think smarter about how to connect, and in this new world, formulaic media isn’t going to cut it.”
by Next Wave Team | Jun 21, 2004 | Everything You Want to Know About Advertising
“57% of AdAge.com voters think it is unlikely that TiVo will survive and prosper in the long-term. Of over 500 respondents, 43% think the TiVo product is strong enough to carry the company through troubled times.”
David Esrati, Chief Creative Officer was quoted…
“TiVo was the technology company for early adopters,
but their lack of HD product, stupid pricing moves and
lackluster ad presence spells doom for the best thing to happen to TV since color and the remote control.”
Click here to view article
by Next Wave Team | Jan 14, 2004 | Everything You Want to Know About Advertising
The Next Wave launched the first phase of the Undercar Specialty Warehouse website with full exhaust system lookup. With over 80,000 individual sku’s on hand, helping consumers navigate to the proper part was key to designing an effective and efficient site. The second phase will be the launch of a wholesale price look-up to be followed by the actual shopping cart and checkout solution.
Within one week of the site launch, a customer drove over 70 miles with a printout of a complete system and bought it as a walk in customer.
Autoparts present a difficult implementation online because of the need to be able to look up year, make and model of a vehicle. The Next Wave was able to port a vendors data base to the web and integrate it with the clients internal systems to provide a solution at an affordable price.
Undercar Specialty Warehouse has been a Next Wave client since 1999 and has seen huge increases in walk-in sales since The Next Wave launched the “bearded guy” campaign in 2001.
by Next Wave Team | Feb 15, 2003 | Everything You Want to Know About Advertising
At the 2003 Dayton Ad Club Hermes Awards. Gold ADDY’s for the television spot “The Art of Dentistry” for Dr. Joanne Gill, and for the newspaper ad, “Santa Calls It Quits” for the Dayton Bombers.
Three silver and five bronzes were also awarded to the smallest agency to take home multiple golds. The agency was also responsible for the theme, invitations and program books for the awards ceremony.
This is the 3rd year in a row that the agency has brought home Gold and the second to bring home multiple Golds.
For a complete listing of awards, see the award list on the site.
