Word: hatfields
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...Ambient's growth has taken off as "advertisers became increasingly aware that their big media budgets were not working," says Jessica Hatfield, The Media Vehicle's ceo. Observes Cabvision's Jon Marquis, who puts interactive TVs in cabs: "Advertisers see ambient as a way to cut through the clutter while doing something creative. It works because people appreciate the novelty factor and ingenuity...
...There is statistical and anecdotal evidence that ambient media do work. Hatfield's research shows that supermarket floor ads can increase a product's in-store sales an average of 15.5%. Van den Bergh Foods reports that gas-pump nozzle ads for its Peperami snack sticks boost in-store sales by 22.5%. "Pump nozzles are a good way of promoting Peperami as an on-the-move snack," says a Van den Bergh spokesman, adding that 80% of its customers are males 34 and younger. Ambient ads often "reach a specific audience when they're most receptive," notes Hayes...
...trains as a condition of the sale.) Mean-while, Virgin's two long-distance lines have ranked near the bottom in reliability among high speed lines, according to the Strategic Rail Authority. Virgin group commercial director Richard Bowker observes that in the months before last October's Hatfield rail disaster-which killed four passengers on a non-Virgin train, and led to national speed restrictions-the company's performance was gaining on the competition. Branson believes that as long as consumers can see the investments Virgin is making to improve services down the line, they'll forgive...
...little old-fashioned ballyhoo might help as well. Last month, in response to the steep decline in ridership after Hatfield, Branson announced "The World's Biggest Rail Offer," slicing ticket prices in half. Trouble is, all that demand led to a customer service "meltdown"-Branson's word-and Britain's newspapers were quick to report "chaos" in the rail system. "When Harrods has a sale on and there's a line outside, you don't hear anyone whingeing," says Bowker...
...second upcoming release involving Hatfield, Total System Failure, teams her up with Weezer bassist Mikey Welsh and Milligram drummer Zephan Courtney, and is much harder than the light acoustics of Beautiful Creature. The album displays her versatility, moving away from vulnerability, enchantment and curiosity towards strength, assertion and occasional anger. Her lyrics are not wondering, but answering, with little sign of backing down from her claims. On "Road Wrath," Hatfield orders "Give me a reason to gun it." Apparently Juliana's Pony is reason enough, as she slows down just long enough to tear ahead again. Although Beautiful Creature...