Posts tagged "advertising"

TSN Advertising CEO appears on NBC’s SmartMoney! “TSN Drives Advertising to Roads Less Traveled”

TSN promotes Miller Lite in San Diego

TSN Advertising’s CEO sits down with Jim Conaway of SmartMoney Radio in the below interview describing what the changing landscape of outdoor advertising means for today’s biggest brands.

“TSN Advertising is committed to becoming the new advertising staple in branding and promotional campaigns. The company’s CEO, Eric Zdenek joined us on air to talk about their start and how TSN grew the business.

You can listen to the interview on NBC’s SmartMoney Radio

What is TSN Advertising?

TSN Advertising is an outdoor advertising media provider that serves Fortune 500 companies with branding and promotional campaigns by partnering with local, large delivery trucks and wrapping them with our clients’ campaigns. We currently have 100s of trucks wrapped with dozens of campaigns in markets across the country. From Jamba Juice to Western Union, from Maine to San Diego, we are opening this platform to more and more clients with our best in class wraps, our unbeatable price points, and our dedicated service to customizing our clients’ campaigns to their objectives.

Tell us about the TSN trucks. Are they going places or driving solely for advertising? Is this a sustainable business?

TSN trucks represent a new wave of outdoor branding and sustainability. Our trucks are on the road with or without our clients’ ads. The trucks are most commonly used as 3rd party logistics providers for major retailers and restaurants. So they’ll deliver products to the very stores our clients’ customers shop and eat. Now, with TSN entering the picture, we simply hop on the back of these trucks to provide big branded campaigns at price points previously unattainable. This approach fundamentally separates us from the skinny billboard trucks, which are only on the road to advertise. The added traffic (in areas that are already burdened with congestion) and the added pollution has put these trucks in hot water with local municipalities the country over.

TSN is also proud of the fact that this new platform brings additional revenue to 100s of local businesses. Money that previously only went to billion dollar advertising behemoths in the form of billboard companies or massive bus ad companies.

What sets your method of advertising apart from other mediums?

Above all, TSN is in the unique position to offer the kind of big branded advertising that marketers desire and we do so at a price that a CFO can live with. We don’t compromise size for cost. Our trucks are over 400 sq ft of street level advertising, which is relatively larger than billboards and the ads aren’t interrupted with wheel wells, windows, and doors like they are on buses. Now add to all that the unbeatable price points and you’re left with a company that has a client retention rate of over 90% and one that’s more than doubled every 6 months since its inception just a few years ago.

Who are some of your clients?

In the entertainment space we’re proud to work with:

NBC in multiple markets

Rock in Rio Music Festival

Musicians such as The Pixies, Taylor Swift, Bruno Mars

In the Financial space we’ve launched campaigns with Western Union in over half a dozen markets and our longest standing client of over 3 years, 800LoanMart throughout several states.

In the beverage category we’ve done quite well with nearly a dozen brands including

Jamba Juice

Miller Lite

Corona

Coors Light

Redd’s Apple Ale

and my personal favorite, Leinenkugel’s Summer Shandy

We’ve also had fantastic wins with professional sports teams and technology companies with the LA Clippers Chivas USA campaigns and with Samsung, Flipps, and Gyft

Chumash Casino and Resort

Tim Horton’s Cafe and Bake Shop

Who is your ideal advertiser?

Our ideal advertiser is a partner that has the need for market wide coverage on a big scale. Our clients not only serve customers from an entire city, but they also have a need to brand themselves on a large platform. Now as you might imagine just about everyone with a business would ideally get market wide coverage and big platform advertising, the problem always comes down to price. This is where TSN has excelled. We’ve introduced a genuinely large scale advertising platform at a price our clients need to do the ol’ state farm double check on. We’re that well priced. Our closest competitor averages half the trucks for the same budget in our typical campaign.

How did you come up with the concept for the company? What is your career background?

My background is dominated by the entrepreneurial upbringing that my father bestowed on all of his children. My siblings and I always joke that our father is an entrepreneur that also performs eye surgery. So we’ve always been drawn towards the challenges of creating something from nothing. My brothers currently run the largest holiday lighting company in the southland and after years of working with them, I went off on my own to start something with the Gonen family.

The idea of TSN was born out of a very general concept from the renowned LA incubator, Curious Minds and the Gonen family, whereby they wanted a business in the advertising space. The family is a collective serial entrepreneur with a stake in nearly a dozen companies with total valuations in the $ 100s of millions. We approached the idea very organically with an open mind about how the company would actually advertise. The only two things we really didn’t want to sacrifice was the size of the eventual ads and the need for it to remain cost-effective. From that, I ran into obstacle after obstacle from over saturation by billion dollar companies to local regulations that literally eliminated options. It wasn’t until a road trip up to Napa Valley that the idea of using any number of the white trucks that I continually passed that the actual company had its first opportunity to become something.

Next I worked on the logistics of getting the trucks wrapped and at an acceptable price for our first pilot; the rest is history. A long and storied history, but history nonetheless. We’ve been adding clients and markets every month or so since with the best in class wraps and unbeatable prices.

What have your biggest challenges been? What were the biggest triumphs?

The biggest challenge honestly was getting off the ground. The level of sacrifice and the level of trust required to start a big platform company is a bit daunting. There was quite a long time there when we were moving ahead with tremendous costs and commitments to a platform that we only believed in, not one that we knew had satisfactory answers to the very tough questions the marketplace asks of successful companies. We knew others were doing it on some level but what we wanted required a real change in the industry. We would have abandoned this idea instantly if we didn’t think it had the potential to fundamentally shake up the multi-billion dollar outdoor advertising world. So proving we could just be another truck ad company was not the objective. The objective was and remains, to become a disruptive game changer that partners with the world’s biggest brands in large scale campaigns across the country. And yes, given our latest win is Canada’s massively successful coffee shop, Tim Horton’s we’re going international with this bad boy.

How can people get updates from your company? http://www.tsnadvertising.com

We are active on all social fronts and encourage those interested to check out our campaign updates and other musings at http://www.tsnadvertising.com and all the aptly named account on the social sites.”


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    Beginner’s Guide to Facebook Advertising

    I have read some articles around social network advertising and thought I’d start a blog of my own to document some experiences I have had with the social network advertising functionality of Facebook.

     

    Advertising on Facebook is relatively easy if you are new to the game. They recently rolled out a newly formatted advertising page that gives you an overview, preparation section, and a step by step guide. They show you the guidelines which they accept for advertisement and make creating an ad pretty simple.

     

    In a nutshell there are two ways to advertise on Facebook. The first is a Cost per Click (CPC) model or what Facebook calls “Pay for Clicks”. The second is a “Pay for Views” strategy. We will discuss both in a breakdown below.

     

    Pay for Click Advertising

     

    This form of advertising allows you to pay only for clicks on your advertisement. It’s a pretty simple theory. You create an ad then allocate your daily budget limits to spend on that ad including the amount you are willing to pay for each click on your advertisement.

     

    Goals and Objectives

     

    Generate Website Traffic

    Exposure

    Cost per click – Can be Low to Medium

    Cost for an impression – Low


    Example:

     

    You create an ad that you want to spend $2.00 a day on advertising on Facebook. You allocate a $.20 pay per click on the ad. This gives you 10 clicks on your website a day before your maximum daily budget is reached. Once the daily budget is reached Facebook will stop publishing the ad for that day. Each day the ad will be displayed until the daily budget is reached.  

     

     

    Pros

     

    This is a good model for online business. You are only going to pay for views of your website. This model also helps you control your advertisement a little better I feel. In reality you are trying to get people to click on your advertisement right? If you want to sell product then you need to translate ad impressions ( we will get to that in a moment) into clicks.

     

    Cons

     

    There are drawbacks to both models. If you have a small daily budget and a low “Pay per Click” allotment on your ad you will not get a lot of impressions. Impressions are the amount of times your ad actually appears on Facebook. Don’t be fooled it does not mean your ad appears anywhere in particular just that it “appears”.  You must also manage your bids constantly to increase the impressions which in turn generate clicks.

     

    How to get those needed impressions

     

    In order for you to get more impressions Facebook makes a recommended bid amount for each ad that you create. I have experimented with this a lot and can give you some pointers. Facebook gives you a suggested bid amount for each ad. I found this varies from day to day. The recommended amount is based on many factors. From what I can see it depends on the ads running that day in comparison to the traffic the site is getting during your advertising hours. If you are trying to get your ad to run in the top sections of Facebook and on the right sidebar the recommended bid amount for the ad is actually low. Most times you will not see your ad appear even though in your management screen, which shows you how many impressions of your ad are being shown, you may see thousands of impressions being made.

     

    What is a Bid?

     

    A bid is the amount you are willing to spend per click. What happens is this. Facebook puts you into a bidding war with other advertisers. Whoever has the highest bid on their ad gets the best visibility on the site. This returns more profit for Facebook logically so it makes sense for them to create the most impressions for the highest bids.

     

    My suggestion  

     

    Give your advertising budget some flexibility. Start out with a $.25 bid on your ad and work your way up. Each time you raise your bid you will see more impressions being generated. I have raised my bid up to $.60 and still have not seen my ad appear. Be careful with this as well. I have noticed more clicks on my ad and my budget being reached must faster at this higher bid level.

     

    Pay For Views

     

    This form of advertisement allows you to create impressions rather than focusing on overall clicks. It is independent of clicks so to speak. You are paying for impressions which are “appearances” on Facebook.

     

    Goals and Objectives

     

    Brand Awareness

    Exposure

    Cost per Click – High

    Cost per Impression –Low

     

    Pros

     

    If you are confident your site will generate many clicks this may be the way to go. This translates into your click per impression ratio. You don’t have to worry about how many times your ad is clicked on so you aren’t paying for them. It works well with viral marketing ads, high traffic sites, popular advertisements, and high profile ads. One good thing is that you can generate large amounts of impressions while controlling the cost to do so.

     

    Cons

     

    Okay, so this sounds great get your add shown to possibly millions of people. Well first question is where the ads are being published. This again goes back to how much you are paying for the impressions. Ever see that “more advertisements” section on Facebook? Your ad may just as well be showing up in the gutter if you don’t pay enough for your impressions. This is costly if you are selling niche products and services.

     

    My Suggestion

     

    Use this method if you want to get your name out but aren’t as concerned with people visiting your site as a result. Brand recognition is important today. You must differentiate yourself from the competition. It is sometimes more valuable to get people thinking about your products and services rather than having them make a purchase that day. Use this for sites you think provide a vast value to many people.

     

    Overall

     

    Both methods offer pros and cons so use your best judgement to pick which one will work for you. Experiment, it isn’t set in stone that you can only advertise one way. If you try both ways you will know for sure which works best for you. Facebook offers some nice guides to getting started. I was actually contacted directly from their staff to assist me in my ad campaigns which was a nice surprise.

     

    Facebook Advertisement in General

     

    To be honest some of my colleagues have told me that they haven’t generated any sales as of yet from Facebook advertisement. It leads me to believe that clicks on the site are taking place only to collect from the advertiser. This is the reality of advertising. Facebook needs to make money and the way they do that is through advertising. It wouldn’t surprise me if people were just sitting around clicking on ads so they get paid.

     

    To access Facebook Advertising visit:

     

    http://www.facebook.com/advertising/

     

    Any comments or suggestions are welcome. Please submit any additional information to us so we can share the experiences and know-how of our reader community.

     

     

    Thanks,

    Mr. Foil

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    Posted by slacker - December 16, 2008 at 4:56 pm

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