NEW ADS ARE LURING VISITORS TO THE FLORIDA KEYS

NEW ADS ARE LURING VISITORS TO THE FLORIDA KEYS

This week in Keys Weekly, Mandy Miles featured Tinsley Advertising and our latest work for The Florida Keys & Key West. The article included new photography and print ad examples currently being utilized to promote the destination.

See the full story and new images here: KeysWeekly.com

Thank you Mandy and The Florida Keys for the collaborative partnership we’ve shared for more than thirty years allowing all of us to do great work… that works!

Today marks the end of a legend, but not the end of a dream.

Our heads hang low and our hearts are overflowing with sadness as we announce the passing of our founder and CEO, Sandy Tinsley who died on October 1st of a heart attack.  But, in typical Sandy style, she was surrounded by family and close friends in her final hours.  

Sandy Tinsley was a pioneer in the advertising industry, starting an ad agency in 1974 when there were but just a few women in the business.  After working in radio and as the marketing director for Holsum Bakers, she decided she could do it on her own, opened her own agency, and took Holsum on as her first client.  The agency quickly acquired many national and international accounts transforming brands like The Florida Keys & Key West and SuperClubs Resorts.  She saw great successes with her Tinsley Yellow Pages division as well as the launchings of SilverSea Cruises and The Yachts of Seabourn. On nothing more than a hand shake with the “coach” himself, Sandy created the Don Shula Show, the first and longest-running coach’s television show in NFL history.

Sandy enjoyed great success and was able to entertain family and close friends at her vacation homes in both The Florida Keys and North Carolina. Better than that, she was able to share her talents and rewards with others including her charitable work with the Boys & Girls Club, Easter Seals, The Leukemia Society, the Deering Estate and Kids in Crisis.  

But, her greatest gift was how she made us all feel  – valued and special.  Often calling those she cared about, “kid”, she was always interested in our families and our children’s latest accomplishments.  It was not uncommon for her to recognize accomplishments with a hearty “outstanding!” or a “fannnntastic!”

Although it will never be the same without her smiling face, contagious laugh and positive outlook on life, her dream and passion will live on through all of us who cared so much for her.

We will miss you “kid” ––  a lot.

Services will be held at Van Orsdel Funeral Homes at 4600  SW 8th Street, Coral Gables, FL on this Saturday, October 5, 2019 from 1:30 pm to 3 pm.  In lieu of flowers, the family kindly requests that you make donations to the following charities that were near and dear to Sandy’s heart:


Thank you,
John Underwood

Coral Restoration Foundation™ and Tinsley Take Times Square

By Dorn Martell

If you look up in Times Square between now and September you will see our latest film for Coral Restoration Foundation™. Based on the famous “this is your brain on drugs” PSA from the 1980s, our film tells the story of a brain coral that’s been bleached by global warming. 

This is another, in a series of initiatives Tinsley’s been working on to support the sustainability efforts of CRF™ and The Monroe County Tourist Development Council. Most people look out at the ocean and see nothing wrong, but we’re here to let everyone know there is a crisis below the surface. Ocean temperatures are rising and coral reefs are dying. The Coral Restoration Foundation™  is here to provide hope for the future by growing genetically diverse corals and returning them to areas that have been decimated by a combination of local stressors, coral bleaching and other diseases. Our coral reefs are vital to the overall health of the ocean, as they provide habitat for countless species of marine animals and help protect the mainland from increasingly strong storms.

“The message that we want to get out is that our actions have put the future of our coral reefs in jeopardy. Working with Tinsley, we’re telling people that it’s not too late, that we can still save and restore the “rainforests of the sea” – we just need to work together!” said Alice Grainger, Communications Director, Coral Restoration Foundation™.

We live in dangerous times, and if we bury our heads in the sand it may be too late. But Tinsley and CRF™ are not giving up! We will continue to fight for our reefs so they will be there for generations to come. Please do what you can by donating or volunteering. Find out more at CoralRestoration.org. And to learn how Tinsley Advertising can help tell your brand’s story contact us.  

How long-form videos fit into a short attention span world.

By Dorn Martell

There is no doubt that the average person’s attention span has decreased (are you still with me?). Four-hour political speeches and three-hour operas were once considered the norm a hundred years ago. Now people exist in a constant state of restlessness swiping and clicking their way to the Promised Land of interesting content. But, does this mean that all video must be cut down to nanoseconds, and that anything over 30 seconds will never be seen?

Simply put, no.

Our experience and research has shown that long-form videos enjoy great viewership and engagement, but the challenge is putting the most engaging content on the right platform. And there is a difference between the platforms and the state-of-mind of the viewer.

YouTube and your Website
The difference between these platforms and other Social Media Platforms is the search/opt-in dimension. For example, our 2-minute video for the Rustic Inn at Jackson Hole generated more views and had greater engagement than any video the company had ever produced. And over 85% of viewers watched the whole film. It wasn’t just because it was a really high quality film; viewers who were interested in visiting Wyoming sought it out. The sweet spot for length appears to be between 2 and 3 minutes, but videos between 6 and 15 minutes can garner a 50% engagement rate! This demonstrates that relevant content can hold the viewers attention for much longer than predicted.

Facebook
Videos on Facebook are viewed differently than videos on YouTube or your website. The videos may appear in your newsfeed, as posted organically by friends, or you may see videos posted in groups that you belong to. Then, there are sponsored posts with videos. These videos are supposed to be targeted to your interests but experience shows they are quite random. The optimal length of a video on Facebook is 60 seconds. If a viewer has a connection to the content they will invest a minute of their lives to watch it. This 60-second video was part of a very successful fundraising campaign for the Coral Restoration Foundation: If a tree falls.

Instagram
The popularity of Instagram is quite amazing, from its beginning as a photo filter app to its current dominant position in Social Media. Millennials and Gen Z flock to Instagram mainly because their Mom is on Facebook and you can “follow” celebrities instead of having to “friend” people. The videos that got the most comments on Instagram averaged 26 seconds. So, the prediction of the “death of the 30-second spot” has proven to be over-hyped as the 30-second video is alive and well on Instagram. Here is an example of The Florida Keys & Key West’s sponsored post.

Video Pre-roll
A lot of advertisers will see stats that indicate that viewers will drop off within 3 seconds and therefore try to pump as much info in the beginning of the film as possible. This is a mistake. If your audience taps out before 3 seconds your content is either not relevant, not engaging or they clicked on it by mistake. Our research indicates that the “skip ad” button stimulates viewers to click off regardless of content. So it is important to buy pre-roll that cannot be skipped. 15 and 30 second formats work well for video pre-roll. An engaged viewer will consume up to 30 seconds while waiting for their video to play or continue. Here is an example of 15-second pre-roll for The Florida Keys and Key West.

The bottom line is this: if you create relevant and engaging content your audience will watch it, whether it’s 15 seconds or 15 minutes. Don’t dumb down your videos or assume you have to trick people into interacting with your brand. Be honest. Be creative. And don’t be afraid to go long.

IT’S NOT ALL ABOUT THE NUMBERS. A HOLISTIC APPROACH TO HEALTHCARE MARKETING.

HOLISTIC APPROACH TO HEALTHCARE MARKETING

By Rick Blitman

Okay, so your new website is up and running. Your video went viral. Your CRM is reaching out. And your social media is getting seen. But are you really connecting with consumers?

It’s hard to tell.

That’s probably not the answer anyone expects to hear, but the reality is that despite an unprecedented array of data-measuring technology, there’s still no step-by-step, guaranteed roadmap to instant, quantifiable success in the world of medical marketing. 

Most people just go on about their day-to-day lives not thinking about healthcare at all, until all of a sudden, a medical issue pops up. And then it’s all they can think about. Your primary goal should be to become the first place that people with medical questions think about when they need medical answers. That’s where marketing actually begins.

While there’s no denying the importance of KPIs in a digital world, the first step in the marketing chain still revolves around creating a memorable branding campaign that resonates with consumers. Just as it always has. Because no matter how robust your website is, no matter how extensive your outreach, consumers won’t reach back unless you make them feel something. In other words, you can’t treat your patients like a number.

Think of it as the difference between a doctor who walks in, looks at your chart and instantly diagnoses you, versus one who looks you in the eye and asks how you’re feeling.

When people are at their most vulnerable, they’re likely to remember the confident voice that tells them they’re going to be okay.

And once you’ve established that voice, it’s essential to reinforce it at every touchpoint on your patients’ health care journey. From their initial web search, to the way you answer your phones and respond to inquiries on your web portal, every interaction should be a seamless reflection of the brand. 

At Tinsley Advertising, we weave stories across every platform. Whether it’s creating a compelling emotional story about the healing power of faith for Holy Cross Hospital, or providing the comforting reassurance that nobody understands children better than Miami Children’s Hospital, whether on a 75” tv screen, a 48’ billboard, or a 468 x 60 pixel banner ad on your cellphone, the tone remains the same. And so do the results. Holy Cross Hospital’s web traffic increased by 42%, and Miami Children’s by 50%. And both institutions successfully reversed declining market shares.

 With careful planning, critical attention to detail, consistent follow-through and a little bit of magic, all of your numbers will fall into place, too.