Philadelphia Advertising Club: 2006 Advertiser Outlook
by Brett Chaloupka, 1 Feb 2006
The Philadelphia Advertising Club is a non-profit organization that represents
Greater Philadelphia Ad Agencies, Interactive Agencies, Media Buying Agencies,
Broadcast and Print Media, and more. Visit
www.phillyadclub.com for more information.
The Philadelphia Advertising Clubs first panel discussion of 2006 focused on
how communications experts see the year unfolding. With panelists representing
Boscovs, Wawa, Weight Watchers, Coca-Cola, Tri-State Toyota Dealers, and PECO,
we were given insight into the outlook for the new year.
Boscovs Maralyn Lakin expressed concerns for 2006, with increased competition
from mall specialty stores like American Eagle and Abercrombie and Fitch and
the merging of Macys and Strawbridges. Then she explained that the industry
is becoming more targeted. Consequently they will be focusing on what they call
The Local Edge, maintaining their contact with the community. They are also
going to place more emphasis on exploring new media.
John Birnhak of Weight Watchers also pointed out that they are dealing with
increased competition from companies like LA Weight Loss and Jenny Craig and
negative reports circulating about weight loss plans. For 2006 they are
focusing on developing relations between client and center through personal
support. They will also continue with corporate cooperation with department
stores and YMCA organizations.
Coca-Colas Shimah Akrami plans to maintain the brands high visibility and
advertise with continuous pressure but is placing emphasis on innovation. They
plan to look towards agencies for out of the box ideas using concept media.
Paul Muller of Tri-State Toyota Dealers was all smiles as he highlighted that
Toyota is now the #1 selling nameplate in the USA. His outlook for 2006 is most
positive as they look towards economic growth and 20 models out for Toyota and
Scion with 6 more models on the way. Toyota is riding a wave of success as Ford
and Chevrolet are caught in the undertow.
Wawas Lisa Trascher discussed the dilemmas they are facing in 2006. Gas
prices are a roller coaster, tobacco is becoming more and more regulated, and
it is becoming more difficult to obtain real estate for expansion. So for 2006,
Wawa will be extending its own brands and will focus on developing strong brand
distinctions.
Representing PECO Energy, Michael Wood pointed out that their biggest dilemma
is managing the high costs of energy and maintaining customer satisfaction. So
for 2006 they plan to focus on developing their website as a resource to help
their customers. They will also place emphasis on promoting alternative fuels
and conservation. And with many recent mergers, PECO will begin a new branding
campaign for 2006.
So what is the outlook for 2006 from the eyes of the experts? According to
them, pretty good! As they see it, consumers are becoming more targeted, people
are shedding the pounds, drinking more soda, driving more imports, living life
more on the go and spending more on energy. Look to see increased spending on
advertising with a heavy emphasis on new media and out of the box ideas.
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