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Monthly Archives: February 2015


6 Fundamental Tips for Marketing Success

Date Posted: February 26, 2015 by


untitledAs Vince Lombardi once said, “The price of success is hard work, dedication to the job at hand, and the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.” I think marketing professionals, if dedicated to winning, must apply these principles to their work. Here are some other fundamental tips that can help guarantee success in today’s competitive marketing arena.

Be on the Right Side:

Be on the right side of big data. With digital media, today’s marketers have an opportunity to forge one-on-one relationships with consumers that generate a limitless supply of consumer data points. To uncover valuable insights into your customers’ behavior, prepare to mine this information and adapt your marketing strategy accordingly. For example, consider using your social media metrics to discover new niche audiences by grouping people based on behaviors and interests rather than traditional demographics.

Be Aggressive: 

Be aggressive and drive conversions, not vanity metrics. Campaign impressions, likes, and followers are great, but lead conversions are paramount in today’s competitive marketing environment. You can define conversions as the number of people who filled out a contact form, made a purchase, clicked on an email link, or signed a petition — whatever action accomplishes your overall goal, says Sara Helmy, CEO of Tribu. “Conversion rate is by far the biggest indicator of whether or not our efforts, as a marketing agency, are successful,” said Helmy.

Be Tough: 

Have tough conversations with your marketing partners now rather than later. For example, does your advertising agency add value to your bottom line? Long-term marketing success depends on having the right conversations with your agency at the right time. Have you established key performance indicators and success benchmarks? Try to develop SMART goals for your relationship. SMART stands for Specific, Measurable, Attainable, Realistic, and Time-based. Accountability is critical for all the players in your marketing efforts, including your advertising agency. 

Stay Agile: 

Fluidity is a game changer. Gone are the days of duplicating the same media plan quarter after quarter. Instead, conduct smaller, incremental tests that allow for adjustments. Your marketing plan should continually evolve in response to a constant influx of data. Data and analytics allow for these types of definitive metrics today.

Have the Right Game Plan: 

Have the right game plan as it pertains to technology. In today’s digital environment, it is imperative that marketers understand technology and how to apply it to marketing programs. Make sure your team stays apprised of the constant technological advancements in marketing and understands how to leverage it to your company’s advantage.

Don’t be Afraid to call an Audible:

Embrace change; for example consider Omni-Channel Marketing: The term “omni-channel” describes a significant paradigmatic shift: Marketers now need to provide a seamless experience, regardless of channel or device. So what does the omni-channel experience actually look like? In the words of John Bowden, senior vice president of customer care at Time Warner Cable: “Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!” 

Vince Lombardi also said, “Success is like anything worthwhile. It has a price. You have to pay the price to win and you have to pay the price to get to the point where success is possible.” Which is good to keep in mind, whether you’re building a brand or building a team.

the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.” I think marketing professionals, if dedicated to winning, must apply these principles to their work. Here are some other fundamental tips that can help guarantee success in today’s competitive marketing arena.

Be on the Right Side:

Be on the right side of big data. With digital media, today’s marketers have an opportunity to forge one-on-one relationships with consumers that generate a limitless supply of consumer data points. To uncover valuable insights into your customers’ behavior, prepare to mine this information and adapt your marketing strategy accordingly. For example, consider using your social media metrics to discover new niche audiences by grouping people based on behaviors and interests rather than traditional demographics.

Be Aggressive: 

Be aggressive and drive conversions, not vanity metrics. Campaign impressions, likes, and followers are great, but lead conversions are paramount in today’s competitive marketing environment. You can define conversions as the number of people who filled out a contact form, made a purchase, clicked on an email link, or signed a petition — whatever action accomplishes your overall goal, says Sara Helmy, CEO of Tribu. “Conversion rate is by far the biggest indicator of whether or not our efforts, as a marketing agency, are successful,” said Helmy.

Be Tough: 

Have tough conversations with your marketing partners now rather than later. For example, does your advertising agency add value to your bottom line? Long-term marketing success depends on having the right conversations with your agency at the right time. Have you established key performance indicators and success benchmarks? Try to develop SMART goals for your relationship. SMART stands for Specific, Measurable, Attainable, Realistic, and Time-based. Accountability is critical for all the players in your marketing efforts, including your advertising agency. 

Stay Agile: 

Fluidity is a game changer. Gone are the days of duplicating the same media plan quarter after quarter. Instead, conduct smaller, incremental tests that allow for adjustments. Your marketing plan should continually evolve in response to a constant influx of data. Data and analytics allow for these types of definitive metrics today.

Have the Right Game Plan: 

Have the right game plan as it pertains to technology. In today’s digital environment, it is imperative that marketers understand technology and how to apply it to marketing programs. Make sure your team stays apprised of the constant technological advancements in marketing and understands how to leverage it to your company’s advantage.

Don’t be Afraid to call an Audible:

Embrace change; for example consider Omni-Channel Marketing: The term “omni-channel” describes a significant paradigmatic shift: Marketers now need to provide a seamless experience, regardless of channel or device. So what does the omni-channel experience actually look like? In the words of John Bowden, senior vice president of customer care at Time Warner Cable: “Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!” 

Vince Lombardi also said, “Success is like anything worthwhile. It has a price. You have to pay the price to win and you have to pay the price to get to the point where success is possible.” Which is good to keep in mind, whether you’re building a brand or building a team.

Super Bowl Commercials: the Good, the Bad and the Innovative.

Date Posted: February 9, 2015 by


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Super Bowl commercials might be short in duration, but viewers around the world certainly don’t spend a short amount of time “YouTubing” them. This year, as of the day after the game, we have spent 4 million hours watching Super Bowl ads! So is that a lot of time? Last year, we spent about 2.2 million hours watching these video ads; the numbers nearly doubled! That’s not the only rising Super Bowl statistic- the price is certainly increasing too. The cost of a 30 second slot during the 2015 Super Bowl was $4.5 million…that’s $150,000 PER SECOND! For reference, the first Super Bowl was held in 1967, and they priced the commercials at just $41,000. This brings up the questions, what makes the large cost of these spots valuable? Are they really worth the investment?

The number one commercial for the2015 Super Bowl was by Budweiser. On top of the millions of views from people watching the game (which was the largest viewing audience for the event in history), Budweiser also received 21 million views on YouTube! More than that, people are invested in these commercials, and even save their bathroom breaks for the game as to not miss any! For those of you who may not have been able to hold it, we’ve recapped the good, the bad, and the innovative ads from the 2015 Super Bowl.

The Good:

While The Super Bowl is primarily known for heartfelt or hilarious videos created by beer and candy companies, this year things changed. Some of the most memorable commercials included PSAs. The NFL has received a lot of negative media coverage over the last year in regard to incidents of domestic violence linking back to their players, so they created a very compelling commercial to try and regain some trust while generating awareness and support for Domestic Violence sufferers. The subtle 911 call audio combined with images of a house in conflict brought an eerie reality to the painful occurrence, while asking that we listen to people asking for help and take a stand together. Using a different approach to build the Always feminine hygiene brand, #Fightlikeagirl empowered viewers to be more aware of the way they understand, portray and in turn, value contributions from women because of the effect of the negative perceptions have on the development of individuals, and society as a whole. This ad was very relevant with larger exposure to the feminist movement, while also joining forces with a cause, therefore adding brand value.

The Bad:

GoDaddy, who is known for the racy and humorous commercials, was forced to take down their commercial and make a last minute switch which in turn reduced their number of views to a fraction of what they would’ve been. The pulled video played off of Budweiser’s heartfelt puppy appeal, showing a lost puppy’s journey back to the family farm, only to be greeted with delight on being able to sell the puppy on her new GoDaddy Website. What was created in jest caused enough unrest among early viewers that the brand made the decision to forego the exposure. Some would wonder if that outcome may have been to GoDaddy’s benefit, with the added exposure before the spot even aired on National TV.

The Innovative:

Doritos continued their “Crash the Super Bowl” campaign where they solicit customer commercial entries for a chance to be selected as an official Doritos Super Bowl ad. Millions of people view and vote on the video submissions, and Doritos chooses one or two of those commercials to actually air during their slots. Not only does this leverage customer prizes like trips to the Super Bowl, or $1 Million and a dream job at Universal Pictures, but by actively engaging the brand with customers, Doritos gets more exposure, benefits from customer innovation, and connects more directly with the customer values/mindset.

With our love of all thing marketing, some of us here at i76 Solutions guessed which brand commercials would be the most viewed. Here are the results:

1. Alexa – Budweiser (21 million views) #1 overall Super Bowl commercial!

2. Napoleon- T-Mobile & Kim Kardashian (13.1 million views) #3 overall Super Bowl commercial!

3. James – NFL Domestic Violence (5.7 million views) #8 overall Super Bowl commercial!

4. Michael – Skittles (1.2 million views)

5. Katie – Doritos (774,000 views)

6. Drew – GoDaddy (101,000 views)