You know that company Snap Inc., formerly known as Snapchat? Well its campaign to launch Snap Spectacles is pure PR genius, and the textbooks will tell the tale time and time again.
The beauty of scarcity and gamification is what made the launch of Snap Spectacles so sweet. With Snap Bots popping up with 24-hour notice in innocuous places, peeps were clamoring and racing and competing to sweep up multiples to keep, sell and laud over others unable to get in on the fun.
In this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati weave the stories as told in the Wall Street Journal and also showcase the campaign elements that make this strategy such a success.
There is so much fun in this strategy, and the timing couldn't be better as Snap Inc. readies for IPO. Take a listen and get in on some of the cleverness that should have the marketing team sweeping the PR Anvil Awards.
Oh, and if you grab a pair of the specs and have a story to share, please be sure you fill us in on your experience; we'd love to know!
The 2016 POTUS election created a firestorm among advertisers; so much so that the new whisper on the street is that advertisers are missing the mark.
What's the mark, you might ask?
Why, it's Middle America -- that mark! Advertisers have always targeted coastal elite as their consumer of choice. Those folks who walk Michigan Avenue, Rodeo Drive and 5th Avenue with disposable income for luxurious products, you know, all the gorgeous people who inhabit the nation's largest metropolises.
Today? After the election that brought the U.S. Donald Trump? NOT SO MUCH.
Advertisers are definitely in a hot spot spiral without a connection to the new mainstream -- those consumers who live and breathe the fresh air of small-town and rural America. That's the new consumer, and advertisers haven't a clue how to relate with them.
While Jayme Soulati heads down about three rabbit holes this episode, John Gregory Olson shares his professorial approach to what's happening and why voice of customer is so important with which to align.
For sure the main point emanating from this episode is 'Get Local.' Advertiser? You're gonna have to do just that and that goes for brands, companies, businesses and the like that want to better understand the new mainstream.
Collect your data. Plot some inference. Draw conclusions. And revamp the strategy. It's the only way to get in touch with the new normal.
Today's very special guest is ringleader Ms. Lorraine Ball, an 'old-school marketer' with Round Peg in Indianapolis.
To get the very most from Lorraine's expertise, Jayme Soulati segmented the interview into three distinct sections:
1) What is consumer-driven content?
2) Website design and some tips for businesses
3) Future of social media -- any ideas?
Lorraine has lots to say on each, and she provides excellent tips on ensuring the customer, web visitor and peruser of the Interwebz have a lot of content with which to interact, share, like, and basically help nudge to the top of the news feed.
She gives perspective and concepts about specialty campaigns and how to think differently about each -- you know there's always a contest, submit your photo, or other way to interact to promote consumer-driving content, right?
You'll get some good insight here, and we do encourage you to take a look at Lorraine's website because it's extremely well done.
You're listening to The Heart of Marketing.
CMOs are whining, and how do we know that?
Just read any industry publication, like this editorial from Rance Crain in Advertising Age about CMOs missing the mark with advertising, how to reach consumers, programmatic advertising, and more advertising disrupting consumers on every platform and channel. Here, Mr. Crain shares the latest conundrum in the marketing sector by the president of the Association of National Advertisers who 'unfolded a barrage of litanies on the failings of marketing.' Woah!
Is your CMO the best human capital you can get for your business? If you look around, you'll see a ton of infighting in the C-suite where CEOs are losing trust in their CMOs ability to unite the disparate factions in the marketing realm.
There are so many specialty disciplines and a 'chaotic supply chain' that CMOs and their teams are being too tactical and less visionary and strategic.
How do marketers reach we consumers with the ad messages and storytelling they think we want to hear?
In this episode, we address the great, big whine and then look at some suggestions in the Heart of the Matter for how your organization can insulate from the negative vibe and get beyond the budget wars in programmatic, social, direct, inbound, advertising, social marketing, PR, and more!
You may like:
Specialists vs. Generalists -- Episode 21 is our most popular download to date!
The Almighty Consumer Hates You Advertiser is also popular and looks at the disruption by advertising across the social divide.