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Field Reports

4 Mar, 2010 By: Thomas Haire, Jacqueline Renfrow Response


Sir Bob GeldofSir Bob Geldof Set to Keynote Response Expo 2010

SANTA ANA, Calif. — Rock star. Humanitarian. Businessman. Actor. Inspirational speaker. Five different people? No — just one, and he’s keynoting Response Expo 2010.

Sir Bob Geldof — founder of the Band Aid Charitable Trust, organizer of the renowned 1985 LiveAid and 2005 Live8 concerts and a nearly annual nominee for the Nobel Peace Prize — will welcome Response Expo attendees to San Diego at 5:30 p.m. on Tuesday, May 11, with what promises to be a powerful and inspirational message, presented by Euro RSCG Edge. The event runs through May 13 at the Hilton San Diego Bayfront.

“Sir Bob Geldof’s background and renowned speaking skills makes him a ‘can’t miss’ keynote for our attendees,” says John Yarrington, publisher of Response and event director of Response Expo. “His unique and insightful presentations have wowed crowds across the world, from the famous TED conference to Britain’s renowned YIBC event — and he’s sure to do the same in San Diego this May.”

Thomas Haire, editor-in-chief of Response Magazine and content director of Response Expo, adds, “Sir Bob Geldof’s resume as a humanitarian and businessman is second to none. And, in recent years, he’s gained further notoriety for his inspirational, entertaining and humorous public speaking appearances. We are thrilled to bring the direct response marketing business its biggest and most important keynote speaker ever.”

The 56-year-old Irishman first hit the public consciousness in the late 1970s as leader of The Boomtown Rats, a band that played an integral role in the punk/new wave explosion in the British Isles. The band’s timeless hit, “I Don’t Like Mondays,” is still a staple on rock radio today. He gained further fame after starring in the film based on the classic Pink Floyd album “The Wall.”

But it was in 1984, when Geldof turned his attention to the dreadful famine problems of Ethiopia, that he found his life’s true calling. Organizing Band Aid with fellow musician Midge Ure, Geldof gathered a virtual who’s who of British rock royalty to record one of the most inspiring and classic holiday songs ever, “Do They Know It’s Christmas?” The song’s initial proceeds — more than 8 million British pounds — went to a new charity, which became the Band Aid Charitable Trust.

Following the success of “Do They Know It’s Christmas?” Geldof turned his sights on organizing a concert to benefit the struggling African nation. On July 13, 1985, the LiveAid concert took place in London and Philadelphia, featuring the top musical acts in the world broadcast on MTV. The show raised more than 100 million British pounds.

Twenty years later, Geldof organized the Live8 concerts, which happened in conjunction with that year’s G8 Summit of world leaders to bring attention to the continuing poverty of African nations. The shows in 10 different cities around the world on July 2, 2005 (and an 11th just four days later in Edinburgh, Scotland) were a massive success, as was the DVD set of the shows, released the following November.

His initial efforts on behalf of Africa resulted in gaining knighthood from Queen Elizabeth II in 1986. And his efforts continue to this day, including a BBC1 television series — “Geldof in Africa” — that was a hit earlier this decade, and a 2008 trip to Africa with then U.S. President George W. Bush.

Aside from his humanitarian efforts, Geldof has continued his music career as a solo artist throughout the past three decades. He’s also been involved in creating a series of successful businesses, including TV production houses Planet 24 and Ten Alps Communications and travel Web site Deckchair.com.

Among his many honors, Geldof was awarded the Nobel Man of Peace Award, which was presented to him by Mikhail Gorbachev in Rome in 2005 and was recognized as a “European Hero” by Time Magazine in 2005.
 

 

Super Bowl Ads Drive Little Response to the Web
By Jacqueline Renfrow (jrenfrow@questex.com)

BOSTON — According to a study by Chadwick Martin Bailey, which followed the actions of consumers in the 24 hours following the NFL’s Super Bowl XLIV on Feb. 7, few went online despite many advertisers’ efforts to drive them to the Web.

The study, which looked at the behaviors of 1,500 consumers, found that although advertisers were hoping that viewers would go online and chat, Tweet and become a Facebook fan, if not visit the brand’s Web site, the numbers were not overwhelmingly positive.

The big game had a record viewership of 49 percent of people watching at home with no guests to distract them. When it came to sharing the ads with friend online during or after the game, 7 percent of respondents took this action, only 2 percent Tweeted about their favorite ad and a mere 1 percent became a fan of the brand on Facebook. The study also found that 12 percent took action by visiting the advertiser’s Web site and 67 percent took no action at all. Overall, 47 percent of U.S. adults went online during the game for scores or research.

“There was a lot of hype around the role social media would play leading up to this year’s Super Bowl advertising,” says Jeff McKenna, senior consultant at Chadwick Martin Bailey. “The reality is that, by and large, viewers did not immediately engage with brands the way many advertisers hoped. While we did find smaller groups actively interacting with brands online, the immediate mass market bang for the buck did not seem to be there.”

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