Blog Archives - Page 10 of 19 - CerconeBrownCompany

Reaping the benefits of Instagram’s new “Stories” feature

Instagram and Snapchat are neck-and-neck in the race to win loyalty of social enthusiasts around the world. Whether you’ve naturally opted for the stream of content bites that come with Snapchat or the picture-perfect wanderlust reality filling your Instagram feed, the time may have come to finally pick your poison.

On August 2^nd, Instagram launched Instagram Stories, an exciting feature with strange familiarities to Snapchat. With over 400 million active users, we are psyched that one of the most brand-friendly social networking services is tapping into the ‘real-time’ video trend. Instagram is positioning their Stories feature as the solution to the excess posting that comes with Snapchat and other apps that promote video. Since the Stories live in a separate space on Instagram, it makes it possible to post without over saturating your followers’ feeds.

So what does all of this mean for your brand? So glad you asked.

One platform, no worries

If you already have a strong presence on Instagram, the Stories feature gives you the opportunity to post more playful content more frequently – without being forced to build a whole new audience.

Courtesy of J.Crew Instagram

Keep your influencers close and your users closer

Instagram is a buzzing hub of established social influencers in every sector. With the Stories feature, you can maintain your partnerships AND create more complex video campaigns for both audiences. The cherry on top? Spontaneous and frequent content feels more authentic, and this authenticity will likely attract more user interaction and brand loyalty.

Courtesy of NASA Instagram

Reach your users the unpaid way

When you post a story, your account will show up at the forefront of your users’ feeds with a colorful ring around it. This top-of-feed, top-of-mind strategy opens up the coveted door to place organic content in laps of your users.

Courtesy of Starbucks Instagram

Just be careful not to flood their feeds with low-quality content!

Disappearing content

Micro campaigns, flash contests, experimental content – there is no limit to the spirited approach you can take to Instagram Stories. The 24-hour deadline means you can test the waters of different types of posts, and then roll them out on your regular feed if they perform well.

Courtesy of Loft Instagram

Stories are temporary, but the fans are forever

There are no “likes” or “comments” with Instagram Stories. Your users can only respond by sending a private message to your account, which is amazing for beefing up brand-client relationships and gaining private feedback.

Courtesy of Taco Bell Instagram

Will Instagram Stories last? Or will it suffer the same fate as the channels’ other tried-and-failed features like Bolt? Our secret hope? That Instagram hops on the facial recognition game. Snap-fiends love their flower crown filter.

August 31, 2016

Take Advantage of Facebook Live

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In April 2016, Facebook CEO Mark Zuckerberg gave live streaming new meaning when he rolled out the Facebook Live Application. This gateway for both brands and users to engage in is an influential marketing tool that many companies are not taking advantage of … and they should be. Streaming in real-time provides the ability to field your audience’s burning questions and tailor content based on the reactions of your followers.

Live Q&A with astronauts on the International Space Station! L…

Live Q&A with astronauts on the International Space Station! Leave your questions below.

Posted by Mark Zuckerberg on Wednesday, June 1, 2016

Below are a few ways marketers can benefit from Facebook Live:

Reach New Audiences in New Ways

Facebook Live gives users the opportunity to watch content on your brand’s Facebook page in an automatic, non-pervasive way. Facebook Live posts will not only engage your current followers, but also attract new ones. Plus, tying a visual to your brand will garner invaluable reactions and comments. Partnering with another brand of influencer in a video is another way to extend reach with this tool.

Watch us explode this watermelon one rubber band at a time!

Posted by BuzzFeed on Friday, April 8, 2016

Connect in Real-Time

The Live feature gives you a similar function as that of a newscast or a television show – the ability to connect to your live audience and start a conversation. Loyal consumers of your product get a notification when you’re live and will ideally open the dialogue. As they comment, your brand responds in real time.

We got some great news on jobs and the economy this morning, and President Obama wants to tell you all about it. So pull up a chair in the Roosevelt Room next to his economic team and listen in!

Posted by The White House on Friday, March 4, 2016

Customize Your Story

Whether you are consumer or marketer, your Facebook Live story will represent you. With creative filters and tools, it is easy to express yourself on different forms in an instant feed.

Live at the Airbnb Treehouse at the World Premiere of The #JungleBook!

Posted by The Jungle Book on Monday, April 4, 2016

Exclusive Content

Live interviews, event coverage, and behind the scenes footage are all ways to share exclusive content with your following.

Live Interviews: Hit the streets! Steve Portigal for Interviewing Users states, “Interviews create connections between builders and the consumers. It makes the problems tangible and human”.

Watch our #GraziaxFB Brexit Debate with Stella Creasy, Yvette Cooper MP, Penny Mordaunt, Theresa Villiers and chaired by Anushka Asthana.

Posted by Grazia UK on Wednesday, June 15, 2016

Steaming Events: Red Bull rep. and pro wake boarder Steel Lafferty shows us some moves on the water for a Red Bull event using Facebook live.

Wakeboarding LiveStream!

Posted by Steel Lafferty on Wednesday, August 5, 2015

Behind The Scenes: Jason Carr, a former news anchor for FOX 2 in Detroit, updates Facebook Live viewers on a ride to a gig at WDIV-TV, Local 4 News … but he doesn’t tell that right away.

Hey!

Posted by Jason Carr on Monday, May 23, 2016

Live streaming is not just here to stay – it’s dominating the social scene. We suggest you don’t sit on the sidelines for this one.

August 24, 2016

Running the Branding Bases

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It’s no secret that the Boston Red Sox fans are among the most devout baseball enthusiasts out there. And safe to say, we are a fan of their marketing tricks!

The Red Sox marketing team works to preserve the historic elements and legacy of the team while still embracing a modern approach.

Below are examples of when the Red Sox hit a marketing home run.

Keeping Close Community Ties

The Sox have a number of community outreach programs that put the power and passion of the Red Sox Nation to good use. The efforts of the Red Sox Foundation focus on improving health, education and recreation across New England. Additionally, a number of athletes on the team have individual charities that benefit causes of their choosing.

2. Taking Accountability

The team has often recognized when they didn’t perform their best. In response to their 2012 season, the Red Sox launched a campaign to assure their disappointed fan base that the 13’ season would be worth the wait.

Showing Personality

#GetBeard emerged during the sudden burst of popularity with facial hair. The hashtag averaged 70 million impressions on Facebook and Twitter and spurred interaction with fans on a whole new level. On September 18, at a game against the Baltimore Orioles, the Sox offered $1 game tickets to any fan that showed up with a beard – real or fake.

Hit Social Media Out of the Park

The Red Sox appeal to their social followers with a consistent, clear, and informative tone. Instagram and Snapchat are constantly updated with pictures and stats, offering an exclusive behind-the-scenes of the team. Even Twitter is live streaming games from the MLB.

Sometimes the Red Sox have swung and missed, but more often than not they hit it out of the park, literally. The marketing team is a dedicated group that deserve a spotlight of their own.

August 18, 2016

Why You Can’t Get These Songs Out of Your Head

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The five senses play a key role in our consumer lives. Traditionally, many brands’ marketing teams have focused solely on sight when producing their creative work. However, today’s brands attract their audiences through another sense: hearing. Sound in marketing has now become a popular and expected asset.

Sonic branding is the strategic use of sound and music to build brands, used to trigger an emotional response from the consumer, elevate their experience with the brand, and build a relationship.

Why should every company use sonic branding? Not only does it help you stand out from the crowd, but it also makes you memorable. Some examples of brands that have created a short but catchy sound include T-Mobile, Microsoft, and Skype.

One of the biggest mistakes an agency can do is just slap on a good song without much thought. Just because you like a song or it’s popular among the general public doesn’t necessarily mean it’s the right fit for you.

Consider Royal Caribbean’s use of Iggy Pop’s “Lust for Life.” Sure, it’s a classic song, but was it the best choice for this particular brand? After listening to the lyrics, many people were confused as to why this brand would want their luxury cruise line associated with the lyrics.

However, some advertisements are paired so well with music that the two become timeless associations. It gets to the point where you can’t hear the song without thinking of the brand that popularized it.

For example, how will we ever forget the dancing Mr. Six in the 6 Flags Commercials to the Vengaboys hit, “We Like To Party”?

Just like we won’t ever forget when Target re-wrote the lyrics to Sir Mix-A-Lot’s “Baby Got Back”!

Some commercials are so trendy that the musical artist also spikes in popularity. The alternative rock group Phoenix became an overnight sensation after Cadillac’s SRX Commercial was released in 2010 with their hit song “1901.”

It’s safe to say that these songs will be stuck in our heads for the rest of the week. And with the demand of interactive marketing on the rise, we can’t wait to see which sense is incorporated next.

August 16, 2016

Garnet Hill Hits the Road in its Beautifully-Crafted Mobile Boutique

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It’s official – Garnet Hill has packed up a collection of its most beautiful home and apparel products and set its sights on the open road! Their mission? To connect with their customer in a tangible way and provide a unique touch-and-feel experience in the comfort of her own backyard

This August, we’re celebrating the launch of Garnet Hill’s Mobile Boutique – a pop-up store that truly takes the concept of “experiential marketing” to a whole new level.

Built to feel like a tiny, natural home where you can literally touch, feel, and shop all of the beautiful Garnet Hill products, the boutique is equipped with all of the homey essentials – kitchen, bathroom, bedroom, closet, and a roof deck.

The pop-up is an homage to the brand’s Beautiful, Naturally mantra and was stunningly designed by ModEco Founder and HGTV Container Home personality Drake Boroja from a converted shipping container. It showcases an array of the most beloved Garnet Hill products, and serves as a venue for community events including wine tastings, farm-to-table meals, and other demonstrations.

The mobile store began its pilgrimage in Franconia, New Hampshire, is currently moving south through the state via Exeter, and will end in New York City.

Join the journey! Follow along with #GHmobileboutique or visit their Events Page on Facebook for information on how to experience the boutique yourself.

August 12, 2016

The Worldwide Olympic Partners: They Do More Than Simple Promotion

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Like the rest of the world, we can’t wait for the Olympic flame to land in Rio on Friday and kick off of the 2016 Summer Games! In the spirit of the season, we’ve decided to pay homage to a few of the worldwide Olympic partners whose genius marketing strategies support this global event.

Proctor & Gamble

P&G became one of our favorites when their “Thank You Mom” campaign launched in 2012. This year, it continues to build with their recent Rio “Stronger” video. Their team has partnered with athletes and moms on their journey to the Olympic games in more than 21 countries around the world.

Source: Sheila Favretto

Coca-Cola

Coca-Cola never ceases to amaze with their marketing ploys! Their newest campaign, #ThatsGold, will feature not only the athletes but also the gold moments of the consumers of Coca-Cola. Their campaign will come to life through several, activations. Just look at some of these print ads already rolling out; we’ll stay tuned in to this one for any campaign engagement success. .

Visa

For this year’s Olympics, Visa launched its most ambitious integrated global campaign; the Carpool campaign. It will feature a group of 20 world-class Olympic and Paralympic athletes as they carpool their way to the games and, of course, pay for their adventures with Visa.

McDonald’s

McDonald’s has been an official sponsor on the Olympic games since 1976 and has a longstanding commitment to the Olympic movement. For this year, they will focus their marketing efforts on the future athletes of the Olympic games: kids.

Their “Friends Win!” Campaign, will send 100 kids from around the world to participate in the opening ceremony of the Olympics through McDonald’s Olympics Kids Program. Unlike other campaigns in the Olympics, their product is not mentioned or shown once during the TV commercial.

Samsung

Samsung’s “The Anthem” campaign breaks down global barriers by singing the anthem of another country. Younghee Lee, executive VP of global marketing for Samsung, states, “By singing The Anthem, fans and athletes across the globe can fee a shared sense of pride and unity and together celebrate colligative progress, which is integral to the Spirit of the Olympic Games.”

Sources: Vincent Rollandin, Mariana GC, 스티브 (Steve)

Slow clap for all of the brands involved in making the 2016 Olympic games a reality! It’s sure to be an exciting summer of sports.

August 4, 2016

Get Up Close and Personal

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Too often, marketers spend more time focusing on demographics and statistics of their audience rather than personal attributes of consumers. Marketing should be closely tied to psychology – which translates to the needs, wants, and behaviors of consumers.

Consumer behavior can’t always be grouped according to specific demographic lines of society. If you are guilty of relying on these general groupings in your marketing approach, then pushing those boundaries and appealing to interests, personalities, and hobbies may be the perfect fix. Here are a few tips for more personalized targeting:

Be Versatile.

Use attitudes, interests, opinions, professional experience, and social status to target your audience.

One suggestion: Instead of ads that appeal to women between the ages of 25 and 40, marketers should target ads to character traits: anxious, assertive, impatient, or even drinkers.

Create a culture.

Know what you’re selling; appeal and connect to an audience; sell a lifestyle, not a product. Figure out what differentiates you from other brands and run with it. Make everyone fall in love with your company by standing out. RedBull, for example, has been recognized for selling a lifestyle and not just a drink.

Be Consistent.

Visual consistency and cohesiveness makes your brand recognizable. This includes graphics, fonts, and other visuals. Apple is a perfect example – they always have clean blank space, subtle coloring, simplistic compositions and identical typography.

Be Relatable.

Target your consumers’ personality types to catch their eye. But always make sure you promote unique content that is related to you, like Nike does here.

Keep these tips in mind to successfully reach new heights and develop a deeper understanding of the modern consumer. Otherwise your business will be no more than an advertising wallflower.

August 1, 2016

The Golden Rule

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“Treat others how you want to be treated.” We are all too familiar with this rule; we’ve heard it from our parents, our teachers, and our peers. But as time goes on, we have realized just how relevant that quote continues to be. Take our industry for example: an ageny’s success in the public relations and marketing world is dependent on your treatment of your clients. More often than not, you are exposed to a variety of different client personalities and with so many varying types of relationships, the agency team must know how to navigate partnerships in a positive, mutually beneficial way. Here are a few tips of the trade for successfully managing a client/agency relationship:

Communication flows both ways

Since you don’t share an office space, the relationship between client and agency cannot be sustained without consistent communication. Both parties must be active listeners and inform other on all related news, even if it doesn’t always seem relevant to the other party right away.

Expectations are managed and trust is mutual

Have expected roles, responsibilities, and KPIs (key performance indicators) explicitly laid out from the get-go. If both parties can set realistic expectations for each other, then the collaboration will be significantly more cohesive and enjoyable.

Follow through

Reliability is key to keeping everyone in this relationship happy. If you want your clients to love you, you need to follow through with promises Even small tasks can pile up over time and add serious frustration to the relationship. Make a to-do list, set calendar reminders – whatever it takes to make your deadline!

Say “Thank You”

Something as simple as saying “thank you” can go a long way for both the agency and the client. Often, we forget how much work goes into those little tasks that don’t rank quite as high on the list of priorities. But at the end of the day, it’s one of those human responses that are mutually appreciated.

At CBC, we’ve been known to post client ‘Thank You Notes’ to the fridge in our kitchen so that the whole agency can see and appreciate the recognition.

What other tips do you have for nurturing a good client/agency relationship?

July 26, 2016

How To Get All Eyes On You

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Integrating social media players into your next digital marketing campaign is a great way to share your brand beyond its standard audience. As the industry continues to evolve, brands are experiencing major pressure to amp up their traffic and engagement via social media hubs like Facebook, Instagram, and Twitter … and social influencers are definitely a key way to get your message out there.

Below are some ways you can successfully and effectively partner with an influencer to promote your brand:

Engage with their loyal community

No matter the hobby or interest – dogs, food, yoga, whatever – many people have that one social media personality that they religiously follow. These “social media celebrities” are special to us because they are relatable. When one of these “everyday celebrities” promotes a product on their social media pages, the follower trusts the loyalty already built.

Source: Ashley Galvin

Let the influencer speak with his/her own voice

Social media is all about simplicity with style. Every influencer has their own distinct voice that resonates with their followers. Brands should not try to control the blogger’s writing style, but instead leverage that voice. Create a relationship where the influencer is more than happy to promote the product because it flows with their style.

Below is an example of the blog Broma Bakery’s Instagram. The featured Stonewall Kitchen image received great reviews!

Source: Broma Bakery

Engage with the influencer’s most successful social channel

According to We Are Social Media, Instagram is one of the most powerful social-marketing platforms for consumer brands. Instagram has been recognized for driving
more sales and consumer actions than any other social media platform. When selecting a partner, notice their strongest social channel and decide if it’s a good fit for your campaign. If photography is your objective, Instagram is a strong choice. If you want to drive website traffic perhaps find a social influencer who works primarily with Facebook.

Pick an influencer who matches your vibe

Most social celebs have a specific style or personality behind their posts – use this to your advantage when you pick a partner. Finding a blogger that matches your brand’s niche will give you a better chance at reaching potential consumers.

Source: Grace Atwood

Take these reasons into consideration when deciding which social influencers you should partner with to get all eyes on you.

July 20, 2016

Missed It By That Much: Learning Marketing Lessons the Hard Way

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It’s the marketer’s responsibility to come up with creative ways to stand out against the competition. And as we all know, the online community is not a particularly forgiving group – so controversial comments intended to be funny rarely fly. These careless and inadvertent mistakes can often cost the company, literally and figuratively.

Below are examples of when the creativity just plain flopped:

Bud Light really is #UpForWhatever

In 2015, these new slogans appeared on our Bud Light bottles: “The perfect beer for removing ‘no’ from your vocabulary for the night. The perfect beer for whatever happens. #UpForWhatever.” As you can imagine, the audience did not react well.

Total Beauty Twitter Mix-up

Valiant effort to compliment Oprah, except … well… that’s not Oprah. Awkward!

Oprah and Whoopi Goldberg tried to help lessen the media heat on Total Beauty, but a mistake that obvious certainly does not go unnoticed. Whoopi told ET she “could be compared to a lot worse people.” It was more unfortunate that this particular award ceremony was already being criticized for being “too white” and “not diverse”.

Bic: Maybe just think like a professional

“Look like a girl, Act like a lady, Think like a man, Work like a boss”. Okay, It doesn’t take a lot of explaining to understand why this advertisement was offensive to just about all women on National Woman’s Day. The company did eventually apologize.

Dave and Busters’ Taco Tweet Disaster

This tweet was obviously supposed to be funny and promotional but somewhere went horribly wrong. It took Dave and Busters less than an hour to realize that the public reaction was not what they hoped and the company quickly apologized for the comment.

Promoting your brand may not always be smooth sailing, but the way you handle these situations determines the overall impact on an organization. Many companies are proactively forming diversity or inclusion committees in order to get ahead of potential PR flubs. However if you find yourself in hot water, get a full assessment of the situation, work quickly, and instill confidence in the company in order to solve the problem.

July 14, 2016

The Psychology of Marketing

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Despite all of the advances in psychology and medicine, the human mind is still a giant mystery. For some people, certain words, colors, or pictures can evoke very unique responses, while others produce no reaction at all. With the fields of psychology and neuroscience continuing to expand and explore the brain, we as marketing professionals can benefit from even a simple glimpse at how these processes can be advantageous in our branding. An expert in the world of marketing or advertising knows that the smallest detail can make or break a company’s success, from the hue of color in the logo to the word choice in a slogan.

One of the fastest growing subjects in psychology is the study of consumer behavior. Psychologists are fascinated by why certain products or services sell so well in comparison to others and how long the period of sale time lasts. Their conclusion? When in the role of a consumer, the person is not a rational being. Instead, they are overcome with both conscious and unconscious thoughts and emotions. A strong marketing professional will use all of these different neurological reactions to their advantage as a way to create the best platform possible on behalf of their client.

If you want to sell a product, you have to know how people will react to the moving parts of it. A good start would be to hone your interpersonal skills for when you build new relationships with existing or prospective clients.

When speaking to an audience, word choice is critical to capturing their attention. Because our unconscious mind interprets things very literally, metaphors and similes can be amazing marketing tools. When you describe something as sweet, it will activate two primary centers in your brain: the amygdala (which covers basic emotions) and the taste center to quickly create the same excitement you would feel if someone had just presented you with something sweet to eat.

Another aspect of consumer behavior to think about in marketing is color – studies show that different colors elicit different emotions. So choosing the right color palette is necessary to elicit the appropriate reactions and emotions from consumers when they look at your advertisements or logos. For example, red is a powerful color. It can evoke a spectrum of feelings, from excitement to anger. It also has been shown to trigger hunger, which explains why so many food chain logos contain the color.

Even though the color red elicits hunger, it tends to get over-used. For this reason, some companies decide to use a color that makes them stand out, even though it doesn’t necessarily produce the most instinctual response. A strong example of this is Starbucks, which is the only major global brand to showcase green in its logo. While most people associate the word “coffee” with being alert and energized, Starbucks brings an element tranquility to its café settings.

It’s important to remember that too many colors will over-stimulate your consumer, resulting in confusion rather than a positive association. It’s better to keep your message clean and simple. This applies to word choice as well. It is to your advantage as a marketing professional to take the principles of psychology and apply them to your business strategy. It’s basically a marketing cheat-sheet, so why wouldn’t you want to use it?

July 12, 2016

Editors Experience Nantucket at CBC Summer House

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Just off the coast of southern Massachusetts there is a 14-mile island with beautiful beaches, fresh local seafood, and of course, Nantucket Reds. One of the most popular New England tourist attractions, thousands of people come to see the all of the summer wonders that Nantucket Island has to offer.

For the nearly 30 media who attended CBC’s 11^th annual Summer House, a trip to Nantucket translated to a coveted time to kick back, relax, and divulge in a weekend escape from everyday life.

Summer House, the flagship of our CBC House Programs, took place on June 14-16, 17-19, and 21-23 on Nantucket Island at the Heidi-Ho Property. Editors and bloggers from a variety of lifestyle publications including Men’s Health, Oprah Magazine, Family Circle, Self, and more spent the weekend enjoying organized activities set up by the CBC team.

Some of the newest and hottest products were featured at the weekend getaway – from Wonderful Pistachios to Schwinn Bikes, from Mighty Squirrel to Buick. Editors and bloggers did what they do best: share their experiences of these products on their Instagram pages.

lisaelaineh Life is good. #cbcsummerhouse #schwinn #nantucket

The weekend was packed with activities that ranged from experiencing the products and brands firsthand to exploring the hidden gems of Nantucket. Upon the editors’ arrival, they enjoyed a Scwhinn Beach Bike Ride that led them to a Wonderful Pistachios Cocktail Hour. After their first day of activities, they enjoyed a dinner at Nantucket famous BYOB restaurant, Black Eyed Susan’s.

The following morning included a GM breakfast followed by a Buick Scavenger Hunt, during which the editors drove around Nantucket to complete the list of items on the hunt. After their scavenger hunt they indulged in a relaxing bike ride and picnic provided by Sabra. The editors spent the night with a Miraclesuit Boat Cruise and Clambake around Nantucket. The last day in Nantucket would finish off with a Vital Proteins Smoothie breakfast and a Barre workout at Studio Nantucket.

All in all it was a wonderful weekend for these editors and the CBC team. Scroll through all the images and experiences these bloggers shared on Instagram with #cbcsummerhouse.

June 30, 2016

BONGIOVI BRANDS CHOOSES CERCONE BROWN FOR NEW CREATIVE CAMPAIGN

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Philanthropic Pasta Sauce Seeks Fully Integrated Consumer Experience

BOSTON — June 20, 2016 — Cercone Brown (CBC), an experiential marketing, PR and advertising agency, and Bongiovi Brands are teaming up to bring more attention to the “Sauce with Soul” through new creative work. The effort will include refined positioning, POS and native advertising.

“Bongiovi is a young, well-respected brand that CBC is excited to help bring to life,” explains Len Cercone, co-founder and partner at CBC. “We have the opportunity to tell an interesting story with Bongiovi that goes well beyond its connection to a rock star and inspires consumers with its mission to help end hunger in the United States.”

To sauce has its roots in the New Jersey-based, Bongiovi family. While feeding everyone from friends and neighbors to celebrities and the occasional world leader, the family was constantly told: “You need to bottle this sauce.” After years of encouragement, John Bongiovi Sr. finally agreed to produce his family’s classic pasta sauces.

However, there was one caveat – profits must be donated to the charity created by his eldest son and world-renowned musician, The Jon Bon Jovi Soul Foundation, an organization combating issues that force families and individuals into economic despair. Its innovative Soul Kitchen community restaurants provides healthy, organic meals with no prices on the menu; customers donate to pay for their meal. Those unable to donate you choose to volunteer work in exchange for their family’s meal.

The organization combats issues that force families and individuals into economic despair. Its innovative Soul Kitchen community restaurants provides healthy, organic meals with no prices on the menu; customers donate to pay for their meal. Those unable to donate you choose to volunteer work in exchange for your family’s meal.

“In CBC, Bongiovi sees an exceedingly talented group of people who we know can create a behavior-impacting experience for our target customers,” said Chuck Green, COO of Bongiovi Brands. “We want consumers to truly know, to feel in their bones what we’re about. CBC can help us reach them in a natural and compelling way, and, in turn, help us help a lot of people.”

About Cercone Brown

An experiential marketing, PR and advertising agency founded in 2001, we work with brands on a mission; whether it’s helping people experience the thrill of the great outdoors, enjoy the world’s best tasting tomatoes, or live cancer free. We produce entertaining TV spots, smart digital strategies and innovative apps, buzz-worthy PR and social media campaigns, branded entertainment, as well as build and run live events. Bottom line: we can and will do whatever it takes to help your brand achieve its mission. We have offices in Boston, New York and Los Angeles. More information about us can be found at cerconebrown.com.

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June 29, 2016

Audience On the go

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Your hair is a mess, you spilled coffee on your shirt, and the morning seems like an utter disaster. You’ve fallen victim to the clock and you’re not alone in your frantic run to the T. But once you are en route, you have space to take a breath, hopefully score a seat and enjoy the ride.

But, like so many city-dwellers that rely on public transportation, the commute to work can get dull. What do you do to pass the time? Chances are, you get lost in your phone for the next 45-minutes.

If you want to see technology truly captivate an audience, glance around the next time you are on public mass transit during commuting hours. You will likely see a sea of people scrolling and tapping away over their to-go coffee. Why do we care? These highly receptive times of day offer an invaluable window for any marketer to take advantage of as a way to promote their brand.

It is very rare that you will run into an individual on their commute who is not glued to their phone. This was made even more obvious when the hashtag #guywithoutaphone first started trending – a hilarious ode to the one person at a train station without a cell phone ironically surrounded by people that are attached to their devices. These pictures show that in down time, people are interested in being either productive or entertained during their daily commute. Well … except for the #guywithoutaphone.

The national average for commuting times is about 25.4 minutes. According to a report from the U.S. Census Bureau, 10.8 million people, or 8.1% of workers, commute an hour or more to work each way – when you think of all the ways you can harness this time to make conversation with your social scrolling consumers, the commute might just look a little bit sweeter.

So advertisers, marketers, and everyone in between, we have some words of wisdom for you: time is money … literally. The posters and signage within trains and busses are effective but realistically, where is everyone looking? Their phones. That’s the reason why this year, US advertisers will spend $40.24 billion to reach consumers on tablets and mobile phones.

Those tedious travel times are inevitable, so why not give your commuting consumers something to think about?

June 28, 2016

Just Keep Marketing

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Unless you’ve been hiding under a piece of coral for the last year, then it’s likely you’ve noticed the growing hype surrounding Disney Pixar’s Finding Dory. This movie comes more than a decade after the 2003 hit Finding Nemo, when we were first introduced to the endearingly forgetful character of Dory. But what makes this particular sequel so special? The anticipation for its release stems from the now young adults who grew up with Finding Nemo – childhood memories which were impressively harnessed by Pixar in its marketing strategies.

The movie poster below was released two years ago as the official announcement for the sequel. This ignited an immediate frenzy of nostalgia for those excited to relive a childhood movie favorite. Their approach? Simple, but effective. The four words and that recognizable fish tail were all they needed to remind the now 20-something-year-olds that they had once adored Finding Nemo. So how else has the Finding Dory team kept excitement going for 2 years?

Keep It Simple

Minimalism was a key factor in the Finding Dory campaign since the beginning. The posters for the movie would appear with a single pattern and a hidden blue fish somewhere with a call for people to “find” her. In the middle or at the bottom, there would read either one of two lines: “She just kept swimming” or “Have you seen her?” The first originated as a key Dory quote from the original Finding Nemo movie, while the latter was the new slogan for the sequel. The posters encouraged people to think of the two movies as existing much closer together, despite spanning 13 years in real time.

Cross-Promote

The film made many strategic partnerships to promote the film’s release including Kellogg’s, Band-Aid, Subway, Coppertone, and GoGurt. One of the more prominent of these was the collaboration between the film and the USA Swimming Team with their SwimToday campaign. The campaign supported a Dory-themed website, with downloadable activity sheets, cross-promotion on social media using the hashtag #funnestsport, and influential advertising partnerships.

Celebrity Spokesperson

And of course, one of the most significant advertisers for the movie is the woman behind voice of Dory: Ellen DeGeneres. Her daily talk show, which garners 3.9 million viewers per episode, was an incredible vehicle to drive conversation for the movie. Among other things, trailers were released during her shows and she became the most resourceful publicity channel for the film.

After a series of dynamite advertisements to spark anticipation, the movie hit the big screens this past weekend. And it did not disappoint. Finding Dory set a new box-office record for animated films, earning $136.2 million during its opening weekend. Just keep marketing, Dory team.

June 27, 2016