Brands

The weekly recap - April 14, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How Big Advertisers Are Using Next-Gen Messaging Apps Snapchat, Kik, Tango, Line and WeChat
IPG Media Labs Offers Tips For Marketers Aiming to Cash In On Mobile Messaging.

Brands Need to Stop Trying to Play Hero
The goal should be participation.



Don't Count Out Email Newsletters
Loyalty and premium ad dollars still make the medium lucrative.

Keeping Your Company/Product a Secret Could be the Secret to Creating a Viral Video
For a brilliant example of this approach, check out World’s Toughest Job, which immediately went viral upon its release on Monday.

A Guide to the Best Times to Post on Social Media (Infographic)
Do you post social-media updates when your audience has the highest chance of seeing them, or just whenever you think of it or happen to have a free minute?

Keeping Your Company/Product a Secret Could be the Secret to Creating a Viral Video

brogan

Everybody in advertising has heard this one: “Can you make a video about our product? And by the way, we want it to go viral!” Alas, the surest way to fail at making a viral video is to try to make a viral video.

That said, I have seen a trend in some recent blockbuster vids that’s worth noting: the spots all give their products the softest of sells. In fact, the name of the company is usually not mentioned until the video’s last seconds. You could call it a surprise ending.  

For a brilliant example of this approach, check out World’s Toughest Job, which immediately went viral upon its release on Monday.

In the four-minute video, a diverse group of gobsmacked job applicants interview for an “insane, unpaid, 24/7 job. The punchline? This is a job that billions of women do every day.

The job is being a mom.

After the applicants (and the viewers) dissolve into tears, we see a caption: “This Mother’s Day, you might want to make her a card.”

Only then, over quietly touching piano plinks, comes the sell: “Visit www.cardstore.com.”  

P&G employed the same subtlety in its 2012 Thank You Mom and 2014 Pick Them Back UP Olympic spots. Those tearjerkers briefly featured moms at work in their laundry rooms and babies toddling around in diapers, but not until the very end of the videos did you learn who was behind them.

And when that P&G logo did appear? It was next to a humble expression of gratitude: “Thank you, Mom.”

P&G’s 2012 spot won an Emmy. It was also a boon to the companys bottom line, according to an Ogilvy case study. It was the strongest Olympic sponsor ad measured and its performance was 40 percent stronger than P&G’s ads during the Vancouver Olympics.

It’s too early to gauge the impact that World’s Toughest Job will have on its company—American Greetings. But it’s impossible to imagine, after more than seven million views, that Cardstore.com won’t see an uptick in sales.

This kind of spot makes a big impression on those of us in advertising and marketing as well. It shows us one truth about videos: The ones that sell to a viral degree are the ones that don’t sell. This was also famously illustrated a few weeks ago with First Kiss. That video’s product—Wren clothing—was so subtly presented that at first, none of the entranced viewers even recognized that it was an ad.

I love this notion of selling a product or company by focusing on characters; on story. In the spot, that company may look like an afterthought. But for consumers, sensitive storytelling and humility are likely to make a more profound impact than a hard sell.

The weekly recap - April 7, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Hey Brands, Facebook Isn't Screwing You
Fans may be fake, but brand advocates are real.

Dove Launches Fake 'Beauty Patch' in Latest Play for Viral Glory
Women See No Effect from Placebo at First, Then Tearfully Do

Millennials Aren't Afraid of the Phone, or Human Connection
Prized demographic wants to talk to a person when deciding on a purchase.

Amazon's Fast-Growing Video Service Has Already Overtaken Hulu, Apple
Netflix should probably start checking the rear-view mirror.

Facebook Goes Big With Right-Hand Rail Ad Redesign
Now it looks more like news feed posts.

The weekly recap - March 31, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

A Growing Number of E-Commerce Sites Are Moving Into Print
While countless publishers are struggling to drive dollars via online shopping, there are a growing number of e-commerce companies moving in the opposite direction.

As Companies Evolve, Women Will Lead the Way
Women are creating a more open, empathetic and driven workplace.

Build Your Own iAd: Apple Throws Open Door to Platform
Starting today, anyone with an Apple ID will be able to open an account with iAd Workbench, the company's mobile-ad management tool.

Supreme Court Decision Could Mean More Ad Lawsuits
Marketers beware: A Supreme Court ruling this week could lead to more false-advertising lawsuits.

The 7 Deadly Sins of Marketing Automation
How B-to-B marketers can avoid the common pitfalls and reach full potential.

Taco Bell enters the breakfast ring by calling on influencers.

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Look out McDonald’s and Burger King, pioneers of “fourth meal” are moving in on the first one. Taco Bell rolled out their breakfast menu on March 27, and it’s causing quite a buzz.

According to market researcher Technomic, McDonald’s has about a quarter of the fast food industry’s breakfast sales. Knowing it wouldn’t be easy to compete with those numbers, Taco Bell used none other than Ronald McDonald to get the public’s attention. Well, not THE Ronald McDonald, but they did find 400 men and women with the name Ronald McDonald—or some variation—who claimed to love the new breakfast meals in their most recent television spot and viral videos. In an effort to beat their newest competitor, McDonald’s announced they will offer a free small coffee to customers for two weeks starting March 31, according to the LA Times.  

So how else did Taco Bell get the word out about their first meal options? With the idea of getting up close and personal with fans of the food chain, they came up with feature phones. According to Mashable, Taco Bell mailed out 1,000 Samsung phones to super fans and social influencers. Recipients of these phones were unaware of the task until it came in the mail, and to the delight of Taco Bell, hopped onto their social media pages and started the conversation. The recipients were then given random challenges to complete at any time of day with the hopes of winning Taco Bell prizes (some of the prizes included a button-down waffle taco shirt or Crunchwrap Supreme bed sheets).

So did it work? Well take a look at Twitter and Instagram. The buzz is still rolling even after the feature phone clues ended Wednesday night. Popular hashtags #WakeUpLiveMas, and #BreakfastPhone are still going strong, even after the breakfast debut. Taco Bell has over 1.1 million followers on Twitter, and the recent television spot with the Ronald McDonald testimonials has almost 700,000 views on the YouTube channel. 

 So is Taco Bell’s breakfast menu here to stay? Is it as delicious as the Ronald McDonalds say it is? Well you’re just going to have to wait in line at one of the 6,000 stores in America—now open at 7 a.m.—to find out.

The weekly recap - March 17, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

With Facebook's New Tech, You'll Never Need to Know Friends' Faces Again
Sure, Facebook has a suggested prompt that predicts who you're trying to tag, but now the company is working on a technology that promises "near-human accuracy" so you won't have to do it yourself in the future.

When Good Logos Go Bad
Take a look at some brand revamps that haven’t gone over well.

New Social Media Research That Could Change Your Strategy
Here are four surprising social media research findings you should leverage for your social media strategy.

5 Tips for Developing Better Blogger Outreach
Read more to learn five ways to promote your brand through blogger outreach.

How to Use Facebook Website Custom Audiences
Facebook now offers a website custom audiences (WCA) option that lets you create Facebook ads that target users who have visited your website.

Stop Marketing, Start Engaging: How to Get Social Media to Really Work
Learn how to fix common mistakes social media marketers make.

Velveeta's skillet mom gets women in a way the Enjoli Woman never could.

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Remember the Enjoli Woman?

She was the every-woman of the 80s. She could bring home the bacon, fry it up a pan, and never let you forget you’re a man. She could work ‘til 5 o’clock, come home and read the kids tickity-tock.

 

Career woman. Hot wife. Caring mom. She cooked too, all while wearing a smart business suit and heels. That is, except for those times when she was slinking around in a silky dress giving her man the shivering fits.

The Enjoli Woman was a response to a new breed of wives and moms: Women who worked outside the home, but were still expected to manage the home and family as well.  Enjoli was the magic elixir that held her together. 1. Spray liberally. 2. Conquer the world.

Marketing to women? Hardly.

My career mom of five harrumphed indignantly, shaking an imaginary skillet at the TV (and my dad) every time the commercial dared interrupt her 60 minutes of relaxation.

It was a rough time for brands that marketed to women. The female consumer was gaining economic strength, and becoming all the more elusive. In fact, Brogan & Partners was founded around this time and worked with dealerships to connect with the new female breed of car buyers.

Marketing to women remains as challenging as it is lucrative today.Market estimates about their total purchasing prowess varies, ranging anywhere from $5 trillion to $15 trillion annually.Fortunately more brands have discovered how to connect more effectively with her.

Have you seen the new Velveeta skillets campaign?

Now, here’s an every-woman we can relate to.  She doesn’t waste time dancing around the kitchen with a cast iron skillet, a la Enjoli Woman. She puts it to use until she finds its true utility, making her life easier. Not prettier. Not sexier. Not more glamorous. But more manageable.

Marketing to women? Velveeta’s campaign is liquid gold.

The weekly recap - February 24, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

This Cheat Sheet for Content Marketing Will Make Your Day
Today's marketers think a lot about producing great content for their audiences.


18 Social Media SEO Resources to Improve Your Search Ranking
Do you know how social media impacts SEO?

Why Digital Is Grabbing a Bigger Share of Consumer Product Budgets
If there were any doubts that the age of digital marketing has fully arrived for packaged-goods companies, the Consumer Analyst Group of New York conference in Boca Raton, Fla., last week should put them to rest.

Twitter's Movie Play Could Show Whether All Screens Are Social

Twitter and National CineMedia (NCM) are looking for a brand to buy into a one-year exclusive deal that will entail social-media-anchored advertising on the big screen.

Teens Press Play on YouTube
For teens and millennials, Facebook is the top platform for communicating with brands.

 

The weekly recap - February 17, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

6 Ways to Make People Love Your Brand
In order to gain customers — and keep them for life — you've got to do more than introduce them to your brand, business, or product. You've got to make them fall in love with it.

5 Social Media Trends for 2014: New Research
Based on new research, here are five areas you should start paying attention to right away in social media marketing.

5 Ways to Offer Social Customer Service With Facebook
Discover five tips that will make you a customer-service superhero on Facebook.

How to Increase your Social Media Following by Over 700%
Are you looking for creative ways to grow your social media following

This Report Shows Why Brands Should Embrace Instagram (If They Haven't Already)
A newly released report considers the photo app the best media acquisition of the last five years.

Facebook to Marketers: Get Smarter With Your Creative
The days of brands expecting high user engagement on Facebook from posting a blurry event photo or a stock image in a wall post are quickly coming to an end.

The weekly recap - February 10, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Getty Images, Sheryl Sandberg Team Up to Make Stock Photos of Women More Empowering
Stock photography is easily accessible and way cheaper than hiring a photographer to produce images for a brochure or an ad or a website, but it is rife with stereotypes.

LinkedIn: 81% of Small and Medium-Sized Businesses Use Social Media
New research from LinkedIn found that the majority of small and medium-sized businesses (SMBs) are turning to social media for growth.

5 Ways to Increase Fan Page Engagement With Facebook Games
Have you considered adding games to your Facebook page?

How to Speed Up Your Content Curation Process

Do you want to share helpful content, but don’t know where to find it?

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