Trending from G/L: Do You Suffer From PAR-ENT-ING?

Geile/Leon Marketing Communications

Trending from G/L: Do You Suffer From PAR-ENT-ING?

Are you suffering from PAR-ENT-ING?

YouTube content creators from the channel The Dad, delivered a hilarious dose of parenting reality with their satirical video entitled, “Do You Suffer From PAR-ENT-ING?” The video pokes fun at cliché and contrived pharmaceutical industry ads, exaggerating parenting as a disorder that “affects 10 out of 10 parents” and often results in “sleep deprivation, headaches, thinning hair, extreme debt and loss of self-identity.” The video continues to offer parents relief via a prescription called AphukenbrakE, which has side effects that include, among others, a sigh of relief, decrease in blood pressure and hanging with the guys.

The Dad focuses its content on modern fatherhood, serving as a hub for comic relief, community and of course, plenty of dad jokes. The Dad does an excellent job of capturing the humor and the messiness of parenting in a way that’s relatable to parents – both mothers and fathers alike. So, given what we know about millennials and the content that they embrace, the success of channels like The Dad should come as no surprise.

Millennial parents gravitate towards content and brands that they view as authentic and honest, which in the case of YouTube channel The Dad is exactly how their portrayal of parenting can be described. Millennials want to see content that is relatable to their own parenting experiences. In fact, millennial parents feel better about parenting when they hear about other parent’s mishaps. Read more on marketing to millennial parents here.

Check out The Dad’s PAR-ENT-ING video below:


Club Fitness Is Off To A Running Start In 2018

Geile/Leon Marketing Communications

Club Fitness Is Off To A Running Start In 2018

Our client, Club Fitness, has a New Year’s resolution that they’re sticking to and it’s paying off—they’re “The Right Fit for Every BODY.” Club Fitness is the regional fitness club where every BODY can join, feel comfortable and confident in their individual abilities and have access to all of the services and equipment they need to reach their personal goals—all at a great value. And, what a month they had in January—they surpassed their goals with an all time record month!

So how do we define every BODY to Club Fitness customers? It means Club Fitness fits:

  • Every budget
  • Every body type—no matter the shape or size, age or fitness level
  • Every schedule—24 locations near work or home
  • Every workout style—free weights, classes or cardio
  • Every individual’s goals—whether it’s better physical health, weight loss, mental/emotional break, sports training or competition

G/L used a combination of television and radio to bring the campaign to life, with the ultimate goal of driving better retention against current members and increasing Club Fitness’ new member base. The overall brand message encompassed the total value of being “The Right Fit for Every BODY.”

2017 was a great year for Club Fitness and they’re off to a record start in 2018. See more Club Fitness work here.

The Big Game vs. The Big Picture

Geile/Leon Marketing Communications

The Big Game vs. The Big Picture

Every industry has “their Super Bowl.” Some have conventions, others have awards shows, but for advertising professionals, our Super Bowl is, well, the Super Bowl. Each year, major brands pony up massive amounts of money for a 30-second spot during the big game, often launching new campaigns or products in the process. It’s the biggest stage for big ideas. But is it really worth it? And what’s it look like in the big picture of full-funnel marketing?

During this year’s Super Bowl, a 30-second spot cost up to $5.2 million. According to Digiday, that sum of money could also have bought:

  • 32 years’ worth of mobile video ads.
  • 33 social media games.
  • 4 weeks of Snapchat lenses.
  • 2 million more people reached on Facebook.
  • 2.6 billion Instagram impressions.
  • 2.6 million paid search clicks on Amazon.
  • 1.85 billion display ad impressions.
  • 8 posts from Selena Gomez.

In the past, perhaps the Super Bowl was worth the super spend. But today, advertisers don’t face the same limitations or challenges in creating a media plan that will reach their target audience. Marketing and media have evolved into a new, better era.

Instead of forking up millions of dollars to cast one big net and message trying to capture all of the various audiences watching the Super Bowl, a more diverse media spend allows you to tailor specific messages to specific audiences – and do it at every stage of the sales funnel for a fraction of the cost.

That’s what full-funnel marketing is all about. Reaching your different audiences with tailored messages through the mediums that they interact with the most. Every touch point has a different “specialization” in what audience they impact the most and in what kind of message will be most effective in progressing them through the next stage of the sales funnel. Why waste your dollars on marketing efforts that are anything less than as efficient as possible?

Look again at the Digiday list above. Imagine an integrated media approach that includes different messages, different mediums for different audiences at different stages of the sales funnel spread across all of those different purchase decision points over a length of time. Now, what sounds better? That? Or one 30-second spot that costs more and is aired one time?

If you’d prefer the first choice, you’re doing just Super. Get a free copy of the Full Funnel Marketing Guide here.

Trending From G/L: Crock-Pot Is Innocent!

Geile/Leon Marketing Communications

Trending From G/L: Crock-Pot Is Innocent!

Warning: Spoilers ahead for season two of This Is Us.

After the heart-wrenching reveal of Jack Pearson’s anticipated death in last week’s episode of This Is Us, viewers learn that a Crock-Pot—err, slow cooker ignited the fire that consumed the Pearson’s house, ultimately leading to Jack’s fatal heart attack. What happened next, you would never expect.

Fans took to social media in anguish and shock that Crock-Pot could ever be the culprit of such tragedy. Could it be? Nope.

Due to an overwhelming amount of concern Crock-Pot was receiving from This Is Us fans, Crock-Pot had to address their role in the fictional storyline. In a hilarious, but totally serious statement, Crock-Pot responded:

Crock-Pot understands the concerns brought up by last night’s episode of This Is Us, and we too are heartbroken by the latest development in Jack’s storyline. However, it is important that our consumers understand and have confidence that all Crock-Pot slow cookers exceed all internal testing protocols and all applicable industry safety standards and regulations as verified by independent third-party testing labs. For nearly 50 years, with over 100 million Crock-Pots sold, we have never received any consumer complaints similar to the fictional events portrayed in last night’s episode. In fact, the safety and design of our product renders this type of event nearly impossible.

In the same statement, Crock-Pot asked NBC’s This Is Us to take some responsibility to inform the public regarding the product’s safety.

This Is Us delivered a brilliant response across all of its social platforms featuring Milo Ventimiglia seemingly making amends with Crock-Pot. See the video below:


5 Social Media Trends to Consider For Your 2018 Strategy

Geile/Leon Marketing Communications

5 Social Media Trends to Consider For Your 2018 Strategy

Last year, there was no shortage of surprises, new features and time in the national spotlight when it came to social media’s influence in politics. Cough, Russia. In 2018, we can expect to see the social media relationship between brands and consumers continue to evolve and affect the way we connect and engage with one another. Here are 5 social media trends to consider for your strategy in 2018:

Shifting Demographics

Brands need to be mindful of shifting demographics and behaviors among Millennials and Gen Z. At least 40% of Millennials already have children, and that rate will continue to climb throughout 2018. These monumental milestones mean major lifestyle changes for Millennials and major sales category shifts and opportunities for brands. We break down how to communicate with Millennial parents here.

As for Gen Z, according to a recent Goldman Sachs study, the young, influential generation is predicted to be a driving force both organizationally and economically. In fact, the oldest Gen Zers are now 22 years old and are beginning to enter the workforce, which in turn will increase their purchase power. As true digital natives, Gen Zers heavily rely on connectedness and communication through platforms including SnapChat, YouTube, Instagram, Facebook and WhatsApp. While 47% of Gen Zers say they love SnapChat, don’t throw all your resources into one platform. Gen Zers, much like Millennials respectively, gravitate towards authenticity and relevancy and prefer communicating on other platforms such as Instagram or email. More on communicating with Gen Z here.

AR/VR Advances

As AR and VR technology continues to advance and become more accessible, brands may consider adopting the technology into their social media strategy and overall marketing plans. While only a mere 8-11% of marketing professionals are utilizing the technology, up to 26% of marketers say they would like to incorporate the technology into their marketing strategy over the next few years, according to Business Insider.

Regulations and Governance

After a series of controversial discoveries of Russian meddling during the 2016 presidential election, both Facebook and Twitter have adopted new policies governing conduct on their platforms.

Just last month, Facebook announced that it intends to change the filter of the News Feed to emphasize more meaningful social interactions between friends and family—not publishers. As a result, users will see less public content, including news, video and posts from brands.

Additionally, Facebook will take a series of steps to bring Facebook ads to a higher level of transparency by allowing users to view ads a Page is running on Facebook, Instagram and Messenger — whether or not the person viewing is in the intended target audience for the ad, as well as increased requirements for authenticity from advertisers, particularly political advertisers.

Twitter announced it intends to launch an advertising transparency center that discloses information about all ads running on its platform. Additionally, it would ban Kremlin-funded, English-language media outlets RT and Sputnik from advertising on Twitter.


This year we can expect more brands to invest in chatbots, as well as AI and voice assistants. Chatbots will continue to enable brands to offer real-time assistance via messenger apps like WhatsApp, Messenger and Kik, in addition to providing a more personalized shopping experience on site. Gartner predicts that chatbots may handle 85% of all customer interactions by the year 2020.

Live Streaming

Considering Facebook’s recent News Feed announcement, brands will have to look to creative alternatives for organic page content such as live streaming. Good news for brands, according to Live Stream, 82% of audiences prefer live video to traditional, written posts. Additionally, users are likely to spend three times longer watching live video as opposed to pre-recorded.