29 April 2020
Author: Steve Bleh
If you’re from the do-more-with-less school of marketing, what a time to be alive for you. But for brands who need to stay engaged with their audiences despite social distancing and restrictions on the size of gatherings, the last few weeks have been a time to get creative. Absent the ability to pull together photo or video shoots, many marketers have been forced to rely on existing assets or (horrors!) stock images and video. But some organizations have turned to their people and members of their own audiences for new content that’s both fresh and relevant. And when the content and execution matches brand identity, the shared experiences can be not just impressive, but inspiring. An example of that is the Parks @ Home campaign from our friends (and clients) at Great Parks of Hamilton County. The parks remain open, but with picnic areas, playground equipment and especially restrooms off-limits, it can be challenging for families with young children to enjoy a visit, even on a beautiful spring day. With the help of the Great Parks pros, they’ve created online experiences, educational content, learning activities and enriching games to engage kids and their parents. http://stgregory.com/wp-content/uploads/2020/04/20_0442_GREATPARKS_FAMILIES_15_HD.mp4 Most notably, it presents an opportunity for members of their audience to connect with each other through the program, with shared activities and exercises that foster conversation and build lasting engagement. Great Parks has some distinct advantages and they’ve created a way to leverage those assets to keep their audiences engaged during social distancing. Brands who do likewise will see it pay off once we get back to something closer to normal. What’s your brand’s advantage?
20 April 2020
Operating during Coronavirus is as new for your customers as it is for all of us. Every opportunity counts, while your consumers are changing their behavior simultaneously online and in real life. As these shifts continue, our reaction time as marketers is even shorter. This presents opportunities for your brand—as well as your competitor’s—to capture their attention through your digital content. And your customers want to hear from you. In fact, Kantar found that only eight percent of consumers think companies should stop advertising during the outbreak. Be present This is not the time to go dark—either in your social media channels or your website content. Consumer behavior has changed considerably on platforms like Facebook and Instagram. Traffic is up, but visits are more kinetic. It’s as if our collective attention spans have gotten even shorter as we process a flood of new information. Maintaining a brand presence between customer touchpoints is always important and relevant and useful information will keep your brand in the consciousness of both consumers and search engines. Be helpful That relevant information should include ways your organization can help in these unusual times. Have you changed operating hours or procedures to serve your customers and protect them and your staff? Tell us about it. Are you pausing operations but scheduling service for the future? Let us know how your biggest fans can get to the head of the line. Do you have a product or service that is particularly useful during quarantine? By all means, tell us more! Be clear Sharing details about doing business with your brand is really only helpful if it’s relevant to the customer. You’re changing your hours to sanitize your vehicles? Lay out how that affects the customer. Having inventory issues? Communicate exactly what is in-stock, what’s not and when you expect that to change. Phone lines jammed? Share that immediately through every other channel at your disposal. People understand these are unusual times for you, too, and they’re willing to be patient when they have a clear understanding. Be consistent Don’t fall into the trap of communicating with your customers once and calling it a day. Update at least as frequently as you did during normal times. Remember, a good part of your content will be pushed down people’s news feeds by the latest news, along with graduation pictures from 1997. Stay active to stay relevant. Be a connector A major theme in much of the consumer-generated content right now is staying connected. People are feeling isolated and are eager for human contact. If possible, demonstrate how your brand brings people together by acknowledging your online community and inviting them to join with your company—and each other—in some community effort. Salute local amateur athletes who lost their spring sports season. Repost the community theater’s rehearsal video. Recognize local students or civic organizations for community service. Be grateful Remember to thank your customers—and your casual followers—for remaining with your brand through this situation. Thank them for their efforts and their sacrifice to stay healthy and help to shorten the duration. Most important, thank your employees—the line staff, technicians, phone center representatives, all of them—who one way or another are facing new challenges right now. Also remember your vendors. A little appreciation, even when you’re the one writing the checks—can go a long way to keeping your supply chain running smoothly now and when we get back to something approaching normal. This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.
19 February 2020
Author: Daniel Lally
Despite an era of digital connectivity and easy access to information, there’s still no substitute for real-life experience. We all want to see the elephant for ourselves. Or the dual-outboard 900-horsepower pontoon boat as the case may be. That’s what we saw a couple of weeks ago as our Client Renfro Productions raised the curtain on their new edition of the Ford Cincinnati Travel, Sports & Boat Show. A consumer show for outdoor enthusiasts presents the easy paradox of requiring attendees to be indoors and surrounded by tens of thousands of other people who also prefer solitude and open spaces. And yet they came. For 63 years now, this show has curated the top experts and equipment for fishing, hunting, boating, powersports, adventure travel and more from across North America. But just as important, it brings together enthusiasts, giving them the opportunity to share their knowledge, experiences and secrets. Despite all the technology, people will always want to be around people like them. We are naturally attracted to others with a shared experience (family holiday gatherings excepted). That makes the crowds of other outdoor enthusiasts a feature. Every year around Labor Day, in Nevada’s Black Rock Desert, tens of thousands of people who share a different sort of common identity come together to build a city that lasts only eight days. Artists, performers, self-expressionists, individualists and myriad other non-conformists travel hundreds or even thousands of miles just to spend a week with their own tribe. Most (ahem) of what they do in the desert could just as easily be done at home. And yet they come. To belong to something they feel a part of. Like people do.
29 January 2020
Author: Natalie Shawver
In today’s world we’ve taken the very definition of multitasking to an entirely new level. We’re bingeing the latest season of The Crowne on Netflix while scrolling through our Instagram feed. We’re listening to a podcast while adding something to Facebook Marketplace. We’re downloading books from the local library and reading another on our tablet. This, of course, is on top of working full-time at a career or as a parent (or both), juggling upkeep with our house, attending the neighbor’s birthday party and somehow remembering to let the dog out. We’re exhausted. And we’re wondering how we can win our time back. Many companies have cracked the tick-tock code: Netflix tells us what we should watch next (time saved on searching); Amazon has monthly subscriptions so we’ll never run out of toilet paper (time saved on trip to grocery store); and bill payments and Rx refills have never been simpler thanks to automatic bank account deductions or reminder texts. #truelove Life seems simpler with all of these technological shortcuts … and yet we’re still running around with our proverbial heads cut off and wondering where the 25th hour in the day is. Take me for example and meet my friend Liz. And by “friend” I mean the influencer I’ve turned to (who I don’t personally know but I pretend like I do) for the past nine years when I need a decision made and relief in my brain. Chicago lifestyle blogger Liz Adams of Hello Adams Family has been on the scene since 2011. What first started as a fashion blog has turned into her full-time, focus-on-real-life account from all angles. Her transition from single-to-married woman to mother of two has shown the power of evolution at its finest—all before our very eyes. Instead of writing about what the latest spring trend in raincoats is, she serves up must-have skincare, must-try recipes and must-do activities for children. And I/we love her (and others like her) for it. We see someone else in the same place of life with the same undereye circles just trying to get through the day, and we realize that heck, if they can juggle it all, so can we. Oh, and they’re going to tell me what gifts I need to buy my husband for Christmas? Sign me up. Liz is like the equivalent of the Netflix movie recommendation in human form. And, just like I trust Netflix to know what I’ll love best, I trust Liz, too. But why? I don’t really know her. Because, simply put, she does all the heavy lifting and she gives me my time back. I don’t have to think about what to make for dinner because poof! Liz emails me a recipe every Wednesday. I don’t have to figure out which home cleaning product is the safest for my toddler because poof! Liz tells me which one is. She takes a product and makes it relatable—a product that may be hard to sell (hello CBD oil) as well as ones that fly off the shelves (bedazzled headbands). She makes me feel like I need it without being used-carsalesman-y. She makes me feel like her friend—who she is trying to help save time, too. #sharingiscaring It is this uncanny need for time saving that makes me the epitome of a sponge, soaking up every possible human advertisement thrown my way. I’m a marketer’s dream. So how can a company capitalize on overwhelmed, searching-for-extra-minutes consumers like me? They can make it easy, automated and enjoyable. They can showcase have-to-have products in my social feeds, newsletters in my inboxes with curated content, and eye-catching advertisements before my YouTube video begins. They can partner with my friends (cough cough Liz) to talk about their products in a very real way. They can catch me in the small moments I have and convert me into a sale. They can use the power of influence to capture my attention and make me part of their tribe. They can give me my time back.
23 October 2019
The hand that rocks the cradle, they say … Our mothers’ opinions become ours from a young age and when we’re old enough to have our own opinions, we often still trust that mother knows best. Or, at least she sets the starting point. So, where do today’s Millennial moms go when they need an expert opinion in these hyper-connected days? Where they’ve always gone: Other moms. For millennial moms, using social media as a way to reach out to other moms is second nature. What’s different is that instead of having just a close-knit group of mom friends in the family or the neighborhood, there are now thousands of online groups moms can join based on geography, age, special needs, interests … you name it. Every day, these groups are filled with posts by members, seeking and offering up recommendations on the best service providers, baby products, family-friendly entertainment, travel destinations and more. Millennial moms are particularly likely to trust recommendations of other parents on social media. One survey cited in Forbes showed them significantly more inclined to online referrals than even their Gen X older siblings. And these Millennial Moms control a lot of spending power, with mothers making the purchase decisions in four out of every five dollars spent on household products and services. So, as marketers, how can we make sure these uber-consumers know (and share) the advantages of what we’re offering? We need to be part of their communities, both online and in real life. That means building relationships that foster dialogue, not shouting slogans. That means listening more than you speak. We start by identifying the influencers in the market and reaching out personally to offer them something of value in their own lives. This can be a sample for trial, an experience that they can share with their own network, or even an offer they can share with their online followers and offline communities. It’s important that these interactions are conversations, not monologues. Aside from the opportunity to tell the community about your latest offering or enhancement, it’s a great opportunity to learn more about your customer and their lives. Join their communities by participating in online conversations. Your company and your brand have access to experiences from other consumers and other families that members will find useful. And when it comes to your own product, there can be no better source for how it’s best used or enjoyed. Influencers have a responsibility to their audience. The community gives them a platform. In return, members of that community rely on them to test products, try services and to share information they can use to simplify their own lives. Companies and brands that become trusted members of the community – that contribute more than just self-promotion – are gaining an advantage in earning the business of this Millennial generation. And the next one.
21 August 2019
Social media and other digital channels have given analytical marketers exactly what they’ve always wanted: more numbers to drop in a spreadsheet. I’m not dismissive. Data is very useful and important. It’s how we determine how to invest resources, where to double down, when to cut our losses, switch channels or change messages. But for a discipline that is relatively new, there already seems to be an established orthodoxy for measuring results. In just a decade, entire industry sectors have sprung up to provide real-time analytics on the number of impressions, shares, comments, reactions, new followers, audience attrition … you name it. And all of these measurements can be very helpful if, as my colleague Kyle likes to say, you ask the right questions (subtle boss shout-out). The challenge arises when the metrics themselves become the measure of success. British economist Charles Goodhart described the problem when writing about national economies, but the principal still holds true—whenever one statistical measure becomes a stand-in for evaluating the whole, it will cease to be a useful measure. This doesn’t necessarily mean that people are gaming the system. It’s simple human nature to repeat actions that are rewarded—and if moving that “Like” number one percent higher than it was last month makes the boss happy, then that’s what we’ll do. Standby for adorable puppy video in 3 … 2 … 1 … So, your team pumps out some “fresh content.” Some people like it. Some comment on it. Some share it … and all the numbers look great again. But why? And why is that better? There are situations in which the basic metrics are, indeed, solid measurement tools. If you’re marketing a mass-market product, follower and impression counts certainly factor into your evaluation. Grade-A, certified-genius-level content might make you feel good, but it’s not going to move much product if only 17 people see it. Gaining new followers may be in order. Conversely, if you’re marketing a highly specialized product or service with only a dozen or so potential users in the known universe, even a few million fanboys cheering you on in a social space won’t help if you can’t reach those key decision makers. But unless you’re a big-time professional online influencer, audience growth is likely, in and of itself, not a business objective. Most of us are in the business of marketing products and services. That’s the entire point of your brand’s social presence. By all means, keep an eye on your social metrics and pay close attention to when and how your online audience is interacting with your brand. But understand those numbers for what they are: leading indicators, not business objectives. Finding the right audience is more important to your real-world business objectives than reaching the biggest one. And even then, it really only matters when we succeed in motivating some action based on what we’ve shared. Y’know, in the real world. That’s why.
25 January 2019
16 May 2018
04 April 2018
People have been calling for a massive exodus from the Facebook almost since its inception, and recent issues such as the Cambridge Analytica data breach have energized those predicting the end of the social media platform. Ad revenue, however, is still going strong. What’s going on?