Updating Your Marketing Techniques for the 21st Century

Can you teach an old dog a new trick? Well sometimes, you just have to.

As marketers, we constantly have to be one step ahead of rapid-paced consumer trends. Here are some helpful hints from Mashable on how to transform old marketing habits into effective, contemporary, and attention-holding approaches.

Use (your phone) or lose (your customer)

With today’s on-the-go society, brands need to utilize their resources to capture people’s attention as effectively and efficiently as possible. Doing so requires modification to email marketing approaches. While people still use a desktop to do most of their work, we use our phones more times than not to access our email. Thinking of ways to use that 5” display could give your company the upper hand. Keeping your emails straight, to the point, easy to read, and optimizing information for the small screen will make it all the more interesting to read, driving your audience toward engagement with your message.

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Make them interested

Along with on-the-go mindsets comes the human attention span dwindling down to that of a goldfish, but brevity doesn’t mean we can’t hook our audience. When using social media and emails, always provide a call to action that drives the audience to learn more about your company and more about what you want them to know. In addition, engaging and rewarding your audience can be a way to get a sure quick response rate. Give a little, get a little.

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Know the numbers

A little quantitative TLC can go a long way. When marketers and their clients are attentive to their audiences – demographics, ethnographics, and the like – their campaigns and initiatives are likely much more effective. We live in a world where personalization is no longer a luxury; it’s simply an expectation. So knowing your customer and exploring their mindset can work wonders when it comes to establishing credibility as a brand, or for your client.

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KISS: Google Simplifies While Apple Diversifies

In advertising there’s an age-old philosophical acronym often guiding many of the industries’ most important and most influential decisions: KISS. Keep It Simple, Stupid.

Google’s recent logo redesign and Alphabet separation suggests the ideology of keeping a re-brand simple, while Apple’s recent product announcements show that some brands still like to have their hands in every cookie jar.

Google’s graphic transition was simply one from serif – which is typeface with the little nicks at the ends of the individual letters – to sans serif. With a brand so ubiquitous, there’s no doubt going to be widespread industry and public response to its new look, be it positive or negative:

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(To note, Google’s new upcoming parent company, Alphabet, will also be adopting the san serif typeface.) [Source]

On the other end of the spectrum, Apple discussed a variety of new hardware during their fall event in San Francisco, including new iPhones, upgraded Apple TV, the iPad Pro, and added features to just about everything. With market reach in music, telecom, television and more, Apple is definitely not keeping it simple.

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While Apple is pulling out all the stops, their stock price remains flat and they’re receiving some criticism regarding the innovations, such as the iPad keyboard (aka surface clone). However, the consumers will have the final say—the option of Siri in your TV may sound appealing, but is a $99 stylus beyond your technical desires?

What do you think? Can brands catch more customers with simplicity or variety?

The Instagram Effect

Take a picture, edit it with a cool filter, and post it for all your friends to see your retro, high fidelity lifestyle. AdWeek has dubbed this the “Instagram Effect:” the filtered, structured, “Valencia” way of seeing life through Instagram’s oh-so deliberate lens. The impact has not only affected Instagram’s laymen users, it’s also had the same effect on brands.

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Brands are starting to realize the benefits of moving away from their more traditional, “perfect” photography for campaigns. Instead, they choose the more candid Instagram platform (however “filtered” it may be), which allows consumers to relate to the not-so-perfect portrayal of their product.

As industry veterans take cues from the contemporary social media landscape and its rampant transparency, they’re realizing that consumers are hyper-conscious of overly staged photography. The days of fake smiles and meticulously posed quasi-families eating cereal covered in Elmer’s Glue “milk” are perhaps over…

One of the many brands hopping on the bandwagon is Taco Bell. Their creative team, as of late, has focused more on realistic moments in time—such as friends eating tacos at the beach together—rather than overproduced, heavily styled food-tography. This tactic has great potential to ignite ethnographic relatability in Instagram-using consumers and, likewise, a touch of lifestyle envy and aspiration.

This sort of authenticity in advertising has become a very big part of the evolution of the new ad and marketing world. And as a social media platform, Instagram has become one of the top sites for major brands looking to capitalize upon this trend, allowing agencies to move away from traditional designs in favor of the very interface(s) their consumers use most.

So what makes an effective marketing photo in today’s Instagram world? Perhaps a simple shot of your food, edited with the Hudson filter, sharpened, brightened, structured and cropped. Just like the normal, consumer Instagram-er. Simple, on-brand, honest, and natural.

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The New York Times vs Amazon: And Why We Love The Combat

It’s been a summer filled with big news from big companies: we first heard about Google Alphabet, Facebook Livestream, and Apple Music. So it seemed only appropriate that Amazon would chime in by summer’s end. Lo and behold, on August 15, news about Amazon exploded in the media, but — cue the warning sign — it didn’t come from the company itself. Rather, it came in the form of a workplace culture exposé via The New York Times: Inside Amazon: Wrestling Big Ideas in a Bruising Workplace.

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The lengthy piece draws upon interviews with 100 current or former Amazon employees. It seeks to exemplify the ways in which Amazon has evidently become a dystopian pit of despair, where employee skills are sucked up mercilessly until they leave the company, pushed to a nervous, stressed precipice from which they might never rebound. (Yeah — there’s some drama to it.)

The Times has received 5776 comments on the article (at the time of this writing). Likewise, numerous opinion pieces and news segments have since discussed the article and its implications passionately and at length, branching out from the Amazon work environment to include Amazon’s ongoing warehouse issues, the secrecy and work ethic at fellow tech giants, and opinions surrounding America’s work culture overall. It even elicited a response from Jeff Bezos himself, Founder and CEO of Amazon. In his memo to “Amazonians,” Bezos dismissed the allegations leveled in the Times article and urged employees to come forward if such disastrous anecdotes were indeed true.

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Jeff Bezos, Founder and CEO of Amazon

What was shocking from a PR & marketing perspective was the lack of quantitative data. While Jodi Kantor and David Streitfeld underwent time, effort, and thorough reporting to gain insight into the experiences of 100 current or former Amazon employees, the purely anecdotal piece leaves us wanting employee retention charts. Cristina Alesci, CNN Money Correspondent, echoed this desire for data, but pointed out that while Amazon is public regarding values and goals, they are historically tight-lipped with internal data.

This article represents the glorious, incendiary power of the media. The reactions received — surely both anticipated and unanticipated — and the amount of attention the article has garnered overall are validating for us as media liaisons, as marketers and as press relations people. We know (and this article is proof) that print is not dead, that the ever-evolving mediascape is as powerful as ever, and that press continues to work wonders.

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Brands Slide Into Your Twitter DMs

Twitter has officially dropped the 140-character limit for messages between users. The move does not come at a surprise, as the change was laid out in a June announcement by the company. Surprise or not, the small tweak immediately impacts brands, and could even change the evolution of the social media outlet.

While this announcement does not modify Twitter’s tried and true 140-character-a-Tweet formula, it completely opens up direct messaging to the imaginations of brand managers. From trolls to super fans, brands can now directly connect with consumers like never before. For the professionals behind the Twitter feeds you love, the move is an immediate improvement for maintaining and growing brand accounts.

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For promotions, the new direct messages could simplify gathering information about followers and finally bring managing sweepstakes under one platform. When upset customers come forward, direct messaging can now be a practical method of resolving issues without having to ask for an email address. In both instances Twitter is positioning itself as a tool not only for growing brands, but as a powerful customer relationship management dashboard. The benefits for the back-end operations of social media marketing are certainly clear, but the real opportunity lies in the imagination of content creators. Imagine where the brand engagement could go:

  • You tweet at @MarthaStewart, complimenting her flower garden and receive a list of gardening tips straight to your DM inbox.
  • @OldSpice holds a contest where the first 200 to retweet their post receive a love letter from the Old Spice Man himself
  • You ask @TomTom a workout question and receive various ab exercises in return.

As Twitter begins to experience some growing pains as it matures, direct messages may play a role in reenergizing the service. Direct messages have lived in the shadow of Tweets since the advent of the short messaging website. By removing the character constraints of this slightly under-loved feature, it opens up its potential to be used far more often.

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Google? Call me Alphabet

This past week, Google founder Larry Page announced that Google is now Alphabet. The news was a surprise to the general public and generated robust confusion. I mean, really now – what is Alphabet? Is Google disappearing? And most important, what does this mean for my web browsing?!

Understanding Alphabet begins with a quick trip down memory lane, to 2004 when Larry Page and Sergey Brin, Google’s founders, wrote Google’s IPO letter. In it, they quoted Warren Buffett, attributed much of the letter’s inspiration to his annual reports, and penned sections on “Long Term Focus,” “Risk vs. Reward in the Long Run,” and “Making the World a Better Place.”

Fast-forward to 2015.

Think of how Google has grown and transformed: it’s a search engine and browser; owner of Android, YouTube, Nest, Google Fiber, and Gmail; and pursues projects like self-driving cars and anti-ageing technology (Calico). These projects and companies, however, have become too diverse to keep within the Google box.

Alphabet is a holding company – the tool shed if you will – in which Google now resides as one of many precise, zealous machines. Different projects that started at Google are now so big, they will have autonomy as their own companies, with their own CEOs, and separate, distinct goals… but all companies will remain associated under Alphabet.

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As far as branding, however, Alphabet is receiving mixed reviews. “Google,” as a name, is gold: it’s a word, but not a word; it’s fun, yet serious. And “Alphabet” seems to appropriately convey the concept of creation and language. However, the images of children’s building blocks on the Alphabet webpage can’t help but conjure up thoughts of drooling, non-verbal infants who, while cute, are just not who we’d want associated with a great technological and business endeavor.

Overall, Alphabet is something to be excited about. Journalists and industry experts are comparing Google’s evolution to those of AT&T, Berkshire Hathaway, GE, and Bell Labs, each of which instills great hope and awe in what innovations will come.

Here, for your reference, we’ve compiled a quick hit list of some FAQs about Alphabet:

  • Google’s Sergey Brin and Larry Page are still at the helm with Alphabet, maintaining control of their initial vision
  • Yes, the Google search engine and Gmail will remain as they are
  • No, Alphabet is not a new search engine
  • No, there will not be an Alphabet OS/mobile phone

featured image source: uk.businessinsider.com

 

Hefty’s #SaidNoSchoolEver Ad Campaign Brings Laughs and Awareness

With back-to-school promotions kicking into high gear, trash bag company Hefty has been putting one large issue – an issue more powerful than any horrible garbage scenario – in the spotlight with the brand’s new #SaidNoSchoolEver campaign.

Hefty created 30-second ads that aim to raise awareness of the serious lack of funding many public schools and their teachers face today. The tone is comically sarcastic, with teachers delivering lines like, “We do not need any more art supplies,” and, “This map—from 1913—almost all of the states are there!” The spots end with a (self-serving) reminder that Hefty is the only “trash-bag” brand supporting Box Tops for Education.

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The Hefty campaign resonates across both political and consumer fields, reminding us of another recent campaign that intertwined civil engagement with brand advertising. According to Twitter, educators, education and public advocacy groups, and media members are all engaging with the campaign. So does this qualify it as successful? Awareness certainly seems to have been heightened – but does this translate to sales? As moms grab the obligatory storage bags while back-to-school shopping, will they be swayed to pick up Hefty instead of Ziploc due to the Box Tops involvement or the catchy campaign? We’re interested in following the campaign’s progress, but in the meantime, we’ll take a chuckle and a dose of social consciousness with the campaign’s video ads:

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Old Navy’s Comical Approach to Multi-Generational Advertising

Julia Louis- Dreyfus is back to star in more of her hilarious commercials for Old Navy, and this time she’s playing an uptight suburban “smother mother” in a series of ads promoting back-to-school sales.

Old Navy has developed characters for Dreyfus in older advertising commercial series, as the world’s most useless couples therapist, an extravagant aunt, and a socially inept holiday host. The clothing brand has also leveraged the talents of other leading ladies in Hollywood for past campaigns, including Amy Poehler, Melissa McCarthy, and Debra Wilson. These days it’s clear: the brand is really taking humor seriously.

By using these humorous characters in everyday situations, Old Navy is relating with a powerful pair of market forces: parents and children. The new series of advertisements hinges upon the ability to resonate with both generations of consumers, and successfully does so by employing not only the classic comedienne in a farce-like scenario, but ingeniously foiling her against too-cool-for-school pre-teens who are outfitted in (and street wise about) Old Navy.

The comical approach to back-to-school clothing promotion has definitely gotten our attention. That’s not always the case, however. According to a comprehensive study done by ad-testing firm Ace Metrix a few years back, funniness doesn’t necessarily correlate directly with purchase intent. That being said, humor does drive “likability,” which is a harder to measure, and arguably just as important, factor. [Source]

So don’t be surprised to find us all decked out in Old Navy’s “$19 jeans for old people” in our next company portrait. In the meantime, check out the ad campaign’s commercials below. What do you think – will the laughs translate to sales?

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One Step Closer To Advertisement-Free Music

Pandora has updated its services once again, and this time, it’s to include fewer ads. The music-streaming service created a new ad format for select brands called Sponsored Listening. Available for all advertisers and Pandora’s 80 million listeners, the addition prompts people who use the streaming service to watch a short video or click on a media advertisement to unlock one hour of ad-free listening.

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Each of the video ads is at least 15 seconds, with some running up to two-and-a-half minutes long. Sponsored Listening is only available on mobile devices, which is how 80% of Pandora’s users listen to music.

These tuned-in listeners are helping make Pandora money in a big way. The new pilot advertisements boosted purchase intent by 30% and brand awareness by 12%. The Oakland, California company reported its second quarter earnings last week, bringing in $230.9 million in ad revenue, a 30% year-over-year jump.Pandora-2

 

This may be the new way of the land, as brands and advertisers continuously update formats based on the evolving media and audience expectations. Listeners may now actually enjoy radio ads with Pavlovian anticipation of the hour’s worth of ad-free music to come. Two minutes about deodorant? Fine, I’ll take it, for the sake of what it’s all about: the music.

Boston-Based Converse Refines Its Legend

When it comes to brand positioning, you could argue that the Converse All Star invented the new-school formula: iconic design, story-filled history, and an ultra-loyal following. With the 100th birthday of the Chuck Taylor All Star looming, Converse boldly announced an addition to its iconic family: the Chuck II.

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Announcements like this often cause PR agencies to hold their breath. Messing with success is one thing, but changing a successful icon is another beast – it challenges the traditional mold of what brand strategy looks like in terms of strategic consistency.

Converse, though, is doing just that and winning at it, with no small thanks to some very integrated PR and advertising. Up until now, Converse has been rather tight-lipped about its updated original, teasing the online world with a simple Roman numeral “II” as part of its upcoming “Ready for More” campaign.

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Now that the secret’s out, Converse has been quick to control the narrative. Recognizing the original Chuck’s success, the Chuck II is not a replacement, the brand is making clear, but rather introduces improvements borrowed from its parent company Nike. Determined to create something great, Converse took nearly four years to collaborate with consumers in order to make their favorite shoe even better.

Converse brand GM Geoff Cottrill said to Adweek, “I’d go so far as to say that the creative world is responsible for who we are today as a brand.” The statement underscores Converse’s understanding of its consumer base, a factor that clearly has informed its PR strategy. Converse’s delicate dance is well-planned, exciting customers ready for a fresh look, while paying homage to the style icon that started it all. By being proactive and strategic with messaging, Converse has introduced a tempting step up, rather than inciting backlash from purists.

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When Online Public Relations Goes Wrong

In a gutsy move, Amazon.com recently attempted to tackle the beast of Black Friday with its highly touted “Prime Day”. This step in Amazon’s attempt for online domination convinced consumers to sign up for Amazon Prime, the company’s online-subscription shopping service. Subscribers were granted access to one-day deals on July 15th covering everything from designer clothing to in-demand electronics. So was Amazon Prime Day Christmas in July?

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Well… apparently not. Despite a 93% increase in U.S. sales, only 42% of social media mentions were positive. And we’re not talking about one or two tweets, people. CNN reports that Prime Day generated about 200,000 social mentions. People took to social media to display their frustrations about how all of the good deals sold out within seconds and what remained left a lot to be desired. (I mean, who doesn’t love waking up at 3:00 am for 15% off a VCR rewinder and dishwasher detergent?)

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What started out as a great plan to build Amazon Prime’s subscription base turned into a public relations nightmare and campaign mockery as people compared Prime Day to the futile Lady Edith from Downtown Abbey. The hike in sales was offset by people’s disappointment; it is safe to say that the motivation to get up for Prime Day 2016 will be frighteningly low. While the failure of Prime Day won’t be encouraging Amazon to close the program’s doors any time soon (Prime reportedly has millions of subscribers already), it sounds like they need some PR professionals to clean up their social media mess and build up some better hype for next year. I know of a certain public relations firm in Boston that could do the job…

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The Politics of Social Media

In 2008, Barack Obama won what came to be known as the “Facebook Election,” partly due to his campaign’s innovative use of social media. His opponent, John McCain, opted to stay off Facebook, Twitter, and other social channels, which may come to mark the last time in U.S. History that a presidential candidate decides against using social media.

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In the upcoming 2016 election, presidential candidates are focusing on social media more than ever before. Campaigns are even breaking ground on new platforms like Snapchat, LinkedIn, and Vine. Hillary Clinton, for example, is a front-runner in the democratic primary polls as well as in social media statistics. The Clinton Camp is extremely active online, and they have employed creative tactics to gain publicity and promote Hillary in a benevolent light.

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Recently, Humans of New York, a Facebook account followed by 14 million people posted a photo of a young, teary-eyed boy. The caption quoted the roughly nine-year-old boy expressing his fear of being disliked and rejected growing up as a homosexual. Within a couple hours, in an exemplary move to engage her social following on the basis of her campaign-relevant ideals, Hillary Clinton’s Facebook page had left a comment on the picture offering powerful words of encouragement for the boy:

“Prediction from a grown-up: Your future is going to be amazing. You will surprise yourself with what you’re capable of and the incredible things you go on to do. Find the people who love and believe in you – there will be lots of them. -H”

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Consider Donald Trump as another example. He has faced criticism for his unfiltered comments on Mexican immigrants and on John McCain’s military service. It is perplexing that Trump chooses to be so outspokenly opinionated when some of his unconventional views generate animosity. However, it is exactly this trait, the stark candidness of Donald Trump, which makes him dominant as a presidential candidate on social media.

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Trump is a powerhouse on Twitter, because he uses the website as it is intended; he tweets what he thinks exactly when he thinks it. Donald maximizes user engagement by avoiding glossy, carefully worded posts and instead tweeting jaw-dropping proclamations. Trump unapologetically broadcasts his passionate and controversial opinions, generating publicity with a style never before seen from a leading presidential candidate.

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Social media has transformed the way Americans can interact with politicians. Voters now have the opportunity to examine presidential candidates from more platforms than ever before. Hopefully, these new perspectives will help us decide whose leadership we truly believe in before it comes time to cast our vote.

NASA Continues to Explore Social Media with #PlutoFlyby

“We choose to go to the Moon in this decade and do the other things, not because they are easy, but because they are hard.” – President John F. Kennedy, Rice University, 1962

In the 53 years since Kennedy’s legendary speech, NASA did indeed send men to the moon and completed various other missions, from Hubble to the ISS. However, public engagement with NASA has waxed and waned since the glory days of 60s space exploration, what with the agency’s Congressional budgeting debates, occasional but detrimental disappointments, and even questions of its fundamental merit and benefit to the nation.

NASA took a great leap in 2007, however, and forayed into another kind of dark unknown: social media. It joined Twitter that year as @NASA and Instagram somewhat later in 2013 with the same handle. The photos on all accounts are so stunning and the captions so detailed, that there is something for people with all levels of space enthusiasm, from scientist, to enthusiast, to photography fan.

Yesterday, July 14, 2015, at 7:49 AM, NASA’s New Horizons spacecraft successfully executed a Flyby of Pluto. This is, by all accounts, a milestone for the U.S., NASA, humanity, and is certainly an “other thing” that President Kennedy mentioned: New Horizons flew more than 3 billion miles and 9 years with the mission of snapping photos of dwarf-planet Pluto.

NASA stepped up their social media involvement in accordance with the event, sharing various photos, stats, videos, and quotes: the spacecraft has its own Twitter account, @NASANewHorizons, and the event has its own trending hashtag, #PlutoFlyby. Instagram and NASA even partnered up to ensure that the first publicly-viewed photo from the Flyby was shared on NASA’s account an hour before it was released on the agency website.

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This mission, more than any other, exemplifies NASA as a public fascination once again—complete with a refreshing and conversational personality, far removed from any stuffy impression it gave off in the past.

Some highlights of @NASA’s #PlutoFlyby social media strategy:

With #PlutoFlyby, NASA took a monumental and highly technical event, and molded it into something interesting, entertaining, and enjoyable for the entire world. In a time when celebrities and tabloid obsessions draw the public into their phones, NASA took digital and managed to not only engage us, but make us look out and back up towards the stars, just as we did in 1962.

That’s what I’d call social media savvy.

Be sure to click here for an infographic on #PlutoFlyby, and here or here for more detailed summaries on what the mission means for us.

More images just arrived yesterday from New Horizons; stay tuned to all NASA accounts for updates.

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Comic-Con, And How to Tease the Public in the Name of Great (And Consumer-Generated) Hype

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This week, pop culture enthusiasts gathered at the San Diego Convention Center to experience an elaborate comic convention, showcasing the latest and greatest in the genre’s media. This year’s San Diego Comic-Con boasted nearly 130,000 attendees, all ready to witness the most anticipated trailer footage for Hollywood’s upcoming comic-inspired films and television shows. With attendee numbers this large, the fest can serve as a majorly beneficial marketing hotspot for the film and comic industries.

Comic-Con is a great example of successful execution of consumer-generated marketing, providing unique experiences for enthusiasts of niche interests; in other words, fostering the relationship between consumers and brands.

For example, Hollywood releases “teaser” trailers for upcoming films to the Comic-Con audiences. Once released, participants of Comic-Con instigate word-of-mouth ‘hype’ that grows substantially between the time of these teasers’ release to when the films’ full trailers debut. It’s a Hollywood level lazy-man marketing scheme – give a little bit to the public to bite onto, let them create the hype enough to stir up press attention, and you’ve already got a great basis for establishing relationships with your potential theater audiences.

Another added bonus? Most video content, including exclusive teasers, are not only shown, but are released to the public during Comic-Con. This creates a phenomenon, of sorts, massive sharing in a matter of seconds through social media.
Check out some of the trailers released at this year’s Comic-Con below. And feel free to join the sharing phenomenon with a Tweet about your favorite trailer!

 

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How to Be a Winning Brand: Sports Edition

We’ve all had them before: those emotional moments, good or bad, brought on by some of our favorite sports moments. You may have been watching the Super Bowl with your family on TV, or been on Twitter obsessively to keep updated on who was winning the NHL Stanley Cup playoffs, or maybe you were privileged to witness history when the U.S. Women’s National soccer team won the Women’s World Cup with a final score of 5-2 against Japan, just last Monday.

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Whatever spurred your emotional interest: a personal connection to the sport, the players, the sponsors, or the overall event was somehow cultivated. One can healthily assume that our game – the game of marketing, that is – had something to do with that connectedness. Sports marketing has grown tremendously over the past few years and PWC predicts global sports revenue will grow to $145.3 billion between the years 2010 and 2015.

The opportunity for sporting events’ reach is reflected in the Wall Street Journal’s calling-out of Snapchat’s Women’s World Cup social media shortcoming. The Journal reported on the photo sharing application’s missed opportunity. Unlike it’s done in the past, Snapchat did not garner sponsors (read: advertisers) for its Women’s World Cup “story”, which is a contributory compilation of videos and/or photos from its users, funneled into one channel that creates a visual “story” of what’s happening at that specific event or place. The article critiques the infrastructural capacity of Snapchat, and questions its capabilities’ appeal to advertisers.

And that’s just a missed opportunity. There are clearly advertisers and brands capitalizing on the connection consumers have to their sports. And as media grows more social, more mobile, and more interactive, that connection is not growing any weaker, anytime soon.

Lesson? Brands need to strengthen their marketing game, because ultimately the winners are the ones who not only know the sport, they know how to tap into the emotions behind it.