As 2017 comes to a close, we’re nearing my favorite time of the year. I’ve brought my Texas-themed Christmas blanket – charmingly decorated with cowboy-hat-wearing snowmen and light-covered cacti – to the office, decorated my Christmas tree at home and spent the majority of the past month’s morning commutes singing along with the 1997 Hanson Christmas album. There’s just one last thing to do – finish up the digital media advertising reports for 2017! But what all should we study when examining the numbers?
When people think of marketing communications, they typically imagine public-facing advertising like TV spots or internet ads. Some might think of public relations. But most overlook an equally valuable form of communication that’s staring them right in the face every day – internal communications.
When a brand develops an effective internal communications program, it creates a whole team of people who are ready to live out the brand as the external communications have promised. I’d like you to stop and think about this for a moment. No matter how good your external communications are, they’re just empty promises unless your employees back them up in their daily work. And the best way to start that is to communicate to your team how they can bring those promises to life.
Take, for example, an internal program we developed to work alongside our external campaign for FairLease. Externally, we promised FairLease customers a welcome surprise in car shopping. Internally, we rolled out a campaign that captured the sunny disposition of the external communications while relaying important information about the brand’s new messaging. We helped coordinate a launch party for the new brand where we introduced the entire company to the new logo and corporate colors, passed out SWAG like branded t-shirts, shopping bags and baseball caps, and gave a quick presentation about the new brand platform and marketing goals.
The media industry is ever changing. As long as technology continues to develop, so will the media. The question is, are you doing what it takes to keep up? Let’s take a look at some of the media trends that can help you build your brand with successful campaigns.
Not once, not twice but three times. I have heard it, read it and said it a thousand times, content is king.
Let the banner ad be as invasive as the squirrel you glanced at while jogging in the park. It caught your attention but it didn’t hop on you; nor did it block your way. It was a momentary interaction that intrigued you enough to tell your friend a few minutes later that this park has squirrels. And the next time someone asked you to name an animal with an “s”, you remember that fuzzy tail and yell, “squirrel!”
When most people think of influencer marketing, paid Instagram posts from the Kardashians with strategically placed products come to mind. While celebrity endorsements are definitely one aspect of influencer marketing, they’re definitely not the entire scope of it.
Influencer marketing has become quite the hot topic in the marketing world these days. If your brand is interested in working with influencers, let’s take a look at where to start.
If you’ve ever been to a trade show, you have probably seen booths that are crowded and lively while the rest are deserted with the company staff looking gloomy and bored. Many companies wonder why there is such a disparity. How can they ensure success at trade shows? Do they have to make their booth vibrant and attractive? Do they have to promote it heavily in social media? Companies invest a lot of money, effort and time to participate in trade shows because they want to generate new leads, introduce new products/services or learn about new trends in their industries. According to the 2017 B2B Content Marketing Trends, almost 68 percent of B2B Companies use in-person events as a content marketing strategy. They use this tactic more than producing white papers, videos, infographics and webinars. Ensuring that a company’s investment in trade shows is put to good use requires a solid trade show marketing strategy.
It seems that more and more clients are trying to bring work in-house. According to RSW/US, a company that researches the agency/client relationship, 80 percent of companies predict they will bring at least some marketing services in-house this year. At MCC, we’ve seen a little of that, too. For some of our clients it works out well, but for others not as much. When it does work, we typically see those clients shift their “saved” budgets to beef up an MCC program they’re already executing or to add a new service to their marketing mix. When going in-house doesn’t go quite as planned, clients often become overwhelmed by the planning, development and execution of their initiatives.
If you’re going to interrupt my viewing program it better be worth it.
I have lived my entire adult life without a cable bill…SPOILER ALERT: I’m only 23 years old. As a millennial woman, you can guess that I am obsessed with all things Meredith Grey, final roses and Dunder Mifflin. So what am I doing to fill my need for dramatic, raunchy and pointless TV? You guessed it, by using streaming services.
Imagine that your company is about to launch a new product or service. You’ve invested years and substantial man-hours in product development, but just as you’re about to take it to market, there are differing points of view within your company on the key selling messages. This launch is a key defining moment for your company, and the stakes are high.
Before you move forward with your launch, invest a little time and money with a market research program to clearly understand the buying criteria among your prospects. This will solidify your company’s direction, prioritize your key selling messages in the decision-making process and assist in creating consensus within your management team. Your entire organization will feel more confident that the marketing communications are on point and that the launch will reap the ROI you expect.