A link to the superclear webinar by Les Binet. In the first few minutes, he explains why the combination between short-term activation and long-term matters. Must view for everyone who’s involved in marketing social advertising and content.
“Consistency, relevance and strong branding are all essential to build creatively effective advertising campaigns, the marketers behind Aldi’s ‘A Christmas Carrot’ and Marmite’s ‘Flippin Tasty’ ads have revealed.”
We all know Oatly, the oat milk brand that raises the bar in creativity and is sold out everywhere. Oatly is not just a short-term hit; it has been growing like crazy over the past years and is expected to stay thanks to the lifestyle-driven purpose and them having fun creating content and interacting with their audiences.
Check out their socials, especially LinkedIn, where they engage very naturally with the business audiences. Be surprised by the content on the packaging; it changes frequently and tells an important story. Google on their DOOH content and their amazing abris. It’s a love brand, and its content is the benchmark for ‘creativity having fun’.
Somewhere I read they have a content team of 52 people. Unfortunately, I can’t find the source anymore. This shows that if you want to excel with content, you have to invest wisely.
Next to their huge team, they are rebellious. Quote: ‘what if I were to get rid of the marketing department entirely? That would create a whole lot of room to have some fun. After all, they are always ruining my work. Suddenly, creative people stood at the helm of a food company.’
Below is a copy-paste inspiring read on Oatlys’ decisions and how they became a lifestyle brand instead of a product-driven brand. Stolen with pride and giving credits where credits are due.
It’s worth the long read.
The 14 (or 11) tips for a marketing plan by Mark Ritson.
Shopping Made Social – How brands should be approaching Social Commerce in 2021.
1) Build social commerce content with your community: in China, social commerce is responsible for 30% of ecommerce (in the US 3%)
2) Drive cult products on the right platforms: partner and hook up with community content
3) Augmented Reality: bridging the gap between entertainment and shopping
However, for new businesses looking for wordpress hosting near them we recommend taking a look at their site and schedule an appointment to ask professionals the best tips on website building and improving exposure online.
How to get to the story of your brand? 7 simple steps. See the picture below.
Summarize this in a oneliner. Note from great video by Donald Miller https://www.youtube.com/watch?v=HFergI0UOAs
- identity your customers’ problem. open with their problem, not with yourself. what is their problem you are going to solve?
‘most business struggle with… ”you know a lot of people ….’
be specific, do not be vague, no jargon. do keep it simple and to the point
make sure it is a pain point ‘that’s me, I have that’
soundbite: make it shore
Most businesses struggle to talk about what they offer, …
Pet owners are concerned about what their pets are really eating, …
Most people can’t get their head around their future, …
Nobody likes to haggle with a car salesman, …
- explain your plan to help them. here is what we do that solves your problem. ‘I help them… ‘ ‘ we have he product’
make it feel like a new idea
make it understandable
make it brief
… we have a process that helps them clarify their message, …
… so we source our pet food from trusted, local vendors, …
… so we created a financial map that puts all your info on a weekly dashboard, …
… so we removed the salesman entirely. you can choose and test drive a car hassle-free, …
- successful ending to the story. happy ending
make it the ‘controlling idea’ of your business. the motivator of the company
make it about the benefit, make it tangible
makke it something they want
make it brief
… so their companies start growing again.
… which ensures your pet stays happy and healthy.
… giving your peace of mind about your finances.
… so you have a peaceful experience getting the car you want.
MEMORIZE IT, follow by a call to action.
Practice with strangers, tell them your oneliner and ask them what they think you do.
4 reasons to NOT post to all your social media channels at once
- Audiences are active on different channels at different times
- You’re posting for different audiences
- You’ll avoid content fatigue
- It looks unprofessional
Must read for marketeers
The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
In this article, Les Binet (Head of Effectiveness, adam&eveDDB) explores:
- How businesses should focus on doing what is most helpful and in the public interest, rather than focusing on making money in the short term
- What brands could do to help “The War Effort”, how a brand behaves may have a bigger effect on brand perceptions than advertising
- Whether direct response advertising can also play an important functional role
- Opportunities for some big, emotional, morale-boosting advertising, without looking opportunistic and self-serving
Nice read! Few quotes:
In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”
Making the brand “future-proof” requires one to create a vision about how the future will be.
I think one doesn’t need to be a marketing visionary to imagine that five to 10 years from now, people will be eating food that doesn’t contain artificial ingredients.
The main objective of the Moldy Whopper campaign was not to drive short-term sales. From my personal experience, the best way to drive short-term sales in our product category is to do a promotion (and the fast food category is filled with them) and/or to launch a new product.
Moldy Whopper grew consideration to visitation by 22.8%. And that’s truly remarkable.
Why you need the campfire and the fireworks
One common question with Moldy Whopper is: Do you really need to go that far?
Yes, we do.
As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”
Great read! why adidas shifts its digital comms strategy… “4 yrs ago its #attribution modeling was based on last-click and it didn’t do any #brandtracking. It also focused on #efficiency over #effectiveness, leading it to look at specific KPIs and how to reduce their cost rather than what was in the best interests of its brands.”
“Adidas introduced a new campaign framework with emotional, brand-driving activity at the centre. This was an attempt to connect with consumers around major campaigns three or four times a year, while at the same time Adidas ran advertising with a rational message.”