Author: Geile/Leon

Trending from G/L – Marketing Buzzwords aren’t even real anymore

Geile/Leon Marketing Communications

Trending from G/L – Marketing Buzzwords aren’t even real anymore

Advertising

It’s tough for me to admit, but I’m very susceptible to falling into the cliché trap on a regular basis. I used to do a bunch of sports writing, so when you’re around athletes for a decent amount of time, you’re bound to want to give 110% percent every week. It just comes with the territory, and it’s hard to beat around the bush any other way.

The marketing world isn’t all that different. Sometimes we just can’t help ourselves.

So, when Joe Lazauskas at Contently put together this quiz of marketing buzzwords, I figured I had it in the bag. Nevertheless, I’m afraid I overlooked the competition and ended up in the 60-69% bracket. Dang it. Guess I’m going to have to put in a strong week of training so I can be ready for next week.

Here are some of my current favorites:

Owned Media/Owned Audience – this is one that I used a lot when I was working extensively on social media platforms. The premise is simple: with TV, radio, billboards, and other traditional advertising mediums, you have to pay to get in front of that audience; whereas, with social media, your brand “owns” those Likes/Follows for the rest of time.

Problem is, social networks (*cough*Facebook*cough*) are making it harder to reach those connected to the brand…unless you have an advertising budget, of course.

Actionable insights – I’m kind of surprised this one hasn’t become more popular in the business world. Basically, you’re trying to say that you should do something based on research. Which might be slightly redundant because most research is probably conducted with an end result in mind. But it sure sounds cool!

Brand journalist – We’re big believers in helping brands tell their story in a compelling manner. We definitely believe in creating good content that makes the target audience want to learn more. But I know quite a few journalists who HATE this term. Like, want to put the word on a bullseye and throw darts at it kind of hate. Pro Tip: never call yourself this when pitching a press release.

Branded emojification – I literally can’t even.

If you’re ever looking to cut through the clutter (dang it, I did it again), contact us and we’ll help you create a message that doesn’t sound like a millennial version of Mad Libs.

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Trending from G/L: Wearable Tech Cycles On

Geile/Leon Marketing Communications

Trending from G/L: Wearable Tech Cycles On

Advertising

It seems like not that long ago wearable technology was still just an emerging trend still waiting to take off. Now, with the industry expected to be worth nearly $20 billion by 2018, and the number of units in circulation expected to be more than $110 million within the same time frame, that trend is now.

Along with smart apps, smart watches, FitBits and so so so much more, another really cool concept is now added to the mix:

Smart Bikes.

Trends 6-8

Well actually, it’s more of a smart bike pedal. Concepted by French start-up Connected Cycle, the pedal collects information that’s transmitted to an app that tracks usage stats and other health info. Pretty cool, right?

But that’s not all. The product also helps protect against theft by tracking the whereabouts of the pedal (and by proxy, the bike) at all times. Plus, the pedal requires a code and other information in order to remove from it the bike, so it’s kind of a thief’s worst nightmare.

Wearable tech is continuing to explode, with both established brands and tech start-ups entering the fold. Apple, Samsung and Garmin are among the frontrunners in the industry as they create products that are innovative and quickly become must-have items. And as consumer data is collected, the marketing opportunities are endless.

It’s fascinating to think about the possibilities for the wearable tech industry. Just the way that basically everything can be turned into a data point is pretty cool, if not a little bit scary. But, as more products like the Connected Cycle pedal show, keeping a focus on security and taking aim at pain points to solve classic problems (e.g. keeping tabs on a bike), the wearable’s market will keep rolling on.

(Sorry, bad cycling pun, I couldn’t help it.)

Interested in learning more about how new products can be branded effectively to make end users feel that connection? We’re always available to chat.

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Higher Education: Is Free Coursework Charity or Promotion?

Geile/Leon Marketing Communications

Higher Education: Is Free Coursework Charity or Promotion?

Advertising

Now you can achieve MBA status for free—well, sort of—it may just be a higher education marketing masterstroke. The University of Illinois at Urbana-Champaign will offer a seemingly revolutionary MBA program they call the iMBA. It works like this—UIUC will offer the entirety of its iMBA coursework on Coursera, a free online education platform where students are able to earn specializations such as accounting, business operations and digital marketing. Pretty cool, right?

Well, as the saying goes, if it sounds too good to be true, then it probably is. While course “certificates” may be earned for free online, legitimate iMBA’s can only be obtained by gaining admission to the University, then paying somewhere in the ballpark of $20,000. That ain’t free.

So what’s UIUC’s angle here? Maybe we can chalk it up to an act of charity—here’s a university providing a solid curriculum to folks who can’t or simply don’t want to pay for a traditional MBA. Could be, but what if UIUC saw free online coursework as an education marketing opportunity?

Perhaps UIUC realized prospective students’ reservation to delve into the all-too-familiar realm of student-loan debt. Maybe prospective students just needed a small taste of MBA coursework, like a sample at Costco, to fork over the $20,000 for the official iMBA. After sampling the coursework and assuring themselves that an MBA is attainable, they’d feel confident investing tens of thousands of dollars.

Charity or genius promotion, free coursework from any university as esteemed as UIUC should be greatly valued in this day and age. Average undergraduate student-loan debt is up to $30,867 per student—the highest it’s ever been. While college costs surge, the value of a degree has remained substantial. According to the Wall Street Journal, workers with only a high school degree earned a median weekly wage of $668 compared to $1,193 for workers with at least a bachelor’s degree.

If all of the knowledge can be found online, I fear it’s become blatantly obvious that we’re paying large sums of money (that we don’t have) for a posh piece of paper. This is neither profound nor a revelation. College has always been about getting the degree, and hey, if you learn something along the way, that’s great too.

We work with a number of education clients to help define their brand and create strategies that drive results. Think your brand could benefit? Contact us today!

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2015 Internet Trends Report – What Stands Out

Geile/Leon Marketing Communications

2015 Internet Trends Report – What Stands Out

Advertising

Every year, Mary Meeker from KPCB, a top Silicon Valley firm, releases the Internet Trends Report, which offers a comprehensive look at how the web is changing and evolving.

And at just under 200 slides, it sure is comprehensive. While most of the information makes sense, some of the numbers and trends are simply staggering in terms of pure volume.

Here are some of the trends that stood out in terms of importance as well as sheer entertainment value:

Mobile, mobile, mobile everything

In case you missed it, accessing the Internet from your phone is kind of a big deal these days. In fact, over the past year, mobile grew at three times the speed as Internet usage in general. On top of that, mobile data usage rose by nearly 70 percent in 2015.

So what does this mean? People are consuming media on the go more then ever. The times at which consumers are being presented with information continues to evolve, and as long as they remain glued to their phones, marketers would be wise to find opportunities to meet them there.

It seems like that’s what’s happening, with mobile ad revenue growing by 34 percent while desktop only growing by 11 percent. It’s not surprising on the whole, but the numbers behind really drive the point home.

Facebook Video – An attempt to keep growth going

You’ve probably read 74,393 different articles by now about how Facebook is dying or dead. Which is good for clickbait headlines, but the jury is still out.

On the one hand, Facebook revenue per user growth is slowing down. It grew nearly 60 percent last year and is down to only 30 percent this year. Some people are indeed looking elsewhere for their social networking needs.

On the other head, Facebook video is going through the roof. There are nearly 4 billion video views every day. Unsurprisingly, 75 percent of those views are coming from mobile. Not too shabby.

So while some may think Facebook is on the way down, I tend to believe the platform still has some room to maneuver. While the desktop version is down, there’s still a high ceiling for video, messenger and calling options within the platform that should help the old standard stay relevant.

What a difference a couple of decades make

The tech industry is one of the most disruptive. As such, companies that have been on top in the past might not evolve well enough to stay on top. Early in the presentation, there’s a great example of this.

Here’s an example: can you name the top Internet company in 1995? It was Netscape, who rose to prominence in large part with their product Navigator, which was a precursor to Internet Explorer.

Where are they now? Well, AOL owns them now and uses the brand to market a discount Internet service provider.

In fact, while the dot-com bubble burst knocked out a good chunk of the names on that list, there is one notable company who has able to hang around:

That’d be Apple, who finished second on the list in 1995 and is now #1.

Staying on top of trends is a full-time job, and we treat it that way. It keeps our digital offering relevant and our clients benefit immensely. Contact us and lets talk about what’s trending for your brand.

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Trending from G/L: How can FIFA sponsors weather the storm?

Geile/Leon Marketing Communications

Trending from G/L: How can FIFA sponsors weather the storm?

Advertising

(UPDATE: Just as we posted this, FIFA President Sepp Blatter announced his resignation. We feel like there’s a good chance some of the head honchos at the top FIFA sponsors might have played a role in it.)

This won’t come as a shock to those who know me well, but I’m a huge sports fan. Especially soccer. When the United States Women’s National Team was in St. Louis in April, my voice was completely gone the following Monday during our G/L status meeting (oops).

My over-the-top fanaticism aside, being a soccer supporter means having to deal with FIFA, the organization that governs the sport, at a worldwide level. Last week, law enforcement agencies in the United States formally accused the organization and members of the top brass of systematic corruption with regards to the lucrative contracts and events that FIFA is in charge of.

While corruption accusations have whirled around FIFA for decades, these latest allegations have gained traction and created public outrage, not just in the United States, but worldwide. And fans are demanding accountability, not just from the organization, but also from the brands that are aligned with it.

This puts multi-national FIFA sponsors like Adidas, Budweiser, Coca-Cola, Hyundai and Visa in a precarious spot. Most of the companies tied to FIFA have made statements to the effect of asking the organization to take firm action to address the charges at hand. But that may not be enough, at least in the short term, according to a recent Ad Age article.

A bold move would be for one of the aforementioned brands to consider pulling their sponsorship of FIFA, including marquee events such as the 2018 World Cup in Russia and the 2022 edition in Qatar. This would certainly send a strong message globally.

On the other hand, in the age of the 24-hour news cycle, it’s quite possible that they’re just waiting for another worldwide scandal to take hold and relegate the current crisis to a level of lesser importance. The timing of the scandal, along with the reelection (and subsequent resignation) of FIFA president Sepp Blatter created a perfect storm of calamity. But without any new developments, will the story hold the same level of prominence weeks and months from now?

Or is there a cynical hope that, with soccer being the “World’s game,” that supporters will flock to stadiums regardless of who’s in charge and the allegations at hand?

Consumers do seem to care more about where their products come from and the brands they align with stand for than ever before. While the “safe” move might be to issue a statement and stand pat, if the controversy continues to grow, the brands involved may have no chance but to adapt a more substantive approach…or take John Oliver up on his offer:

Crisis Communications almost always doesn’t involve issues that are black and white. When determining the best way to act in a suddenly explosive scenario, what processes does your brand have in place? We’re always happy to chat.

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G/L is Hiring! – Associate Creative Director

Geile/Leon Marketing Communications

G/L is Hiring! – Associate Creative Director

Advertising

Geile/Leon is growing! We’re looking for creative individuals who want to build brand-driven strategic marketing solutions that mean something to those we’re trying to reach. Folks who want to work hard and have a lot of fun along the way. If that sounds like something you think you could be a part of, read on:

G/L is looking for an Associate Creative Director with strong writing experience to assist our creative director with every aspect of the creative process, as well as management of the department. We’re looking for someone who’s comfortable leading and supervising our awesome creative team.

We’d also consider a seasoned writer who has ACD potential. If you’re not sure whether or not you should apply, our advice is DO IT!

The ideal candidate is a proficient copywriter with a strong track record of developing strong creative campaign concepts. They’re someone who can inspire our team and clients. Someone who’s able to develop ideas and creative work that’s compelling, memorable and strategic.

Responsibilities and Requirements:

  • Providing concepts for projects/campaigns to meet approved marketing communications objectives and strategies.
  • Working closely with account services as a liaison to the creative department, helping the creative department sell their best ideas to account executives and the client.
  • Managing the creative/production department’s day-to-day operations.
  • Attending creative input meetings in the creative director’s absence or at the creative director’s request.
  • Selling creative internally or to clients at the creative director or account executive’s request.
  • Making recommendations to the creative director for creative positions and freelance services.
  • Has working knowledge of all software programs needed to fulfill approved creative concepts.
  • Must have at least four years of agency experience.

Bottom line: If you want an opportunity to lead and grow with some awesome (and modest) creative minds in a mid-sized agency environment, this is one heck of a position.

To apply, send a resume and portfolio to Anne-Marie Vaughan at [email protected]

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Brands on Social Media: Keys to finding “Insta” Success

Geile/Leon Marketing Communications

Brands on Social Media: Keys to finding “Insta” Success

Branding

Social media channels are a great way to stay connected. At the same time, there can be such an over-saturation of content on various platforms that it can be difficult to sort through it all. Even on a site like Twitter, with it’s feed platform, is experiencing some growing pains in figuring out the best way to insert sponsored content.

While it’s true that Instagram has evolved dramatically since being initially released in 2010, at least one main value holds true: strong visual content compels people.

As brands look to grow their Instagram following, a handful seem to be doing it right, according to this recent Contently article. Here are some of the reasons why they’re resonating:

Natural

National Geographic has been around for generations in it’s print form. While some longstanding publications have had trouble adapting to a digital and mobile landscape, @NatGeo has kept ahead of the times. They’re able to leverage the top-notch photography they produce and use it well on Instagram without coming off as overly promotional. When you know how to properly use awesome content, you’re in good shape.

Photo @ladzinski / Let’s face it, the desire to explore and see new places is something that burns inside of just about everyone of us. We’re nothing short of blessed to live in a world so big and abundant with beauty. My long time friend @sashadigiulian is a true born adventurer, always looking for that next great experience, new place to discover and how she can interact within it. She’s also one of the top rock climbers in the world, which is pretty handy when you see a climb as stunning and hard as this one seen here in South Africa’s #WatervalBoven. If you’re a fan of adventure then good news, @natgeoadventure just dropped on Instagram and it’s already charging. It’s an ever growing repository of photos and experiences from some of the top adventure photographers and athletes out there, it’s sure to be hot, check it out!

A photo posted by National Geographic (@natgeo) on

Candid

Vogue Magazine knows their audience well and they know how to provide content that their audience wants. By using their credibility, access and partnerships with top influencers to deliver info and images that no one else can, they’re able to offer a unique experience. @VogueMagazine is also really good at using Instagram to direct their followers onto their owned platforms, such as their website.

 

How @beyonce and @officials_c_ arrive at the #MetGala. Photo by @kevintachman. A photo posted by Vogue (@voguemagazine) on

Community

Many followers throughout social media want to feel a connection to the brands they follow. By regramming content from users and giving appropriate credit, @Mashable is really banking on digital word-of-mouth marketing to give them a personal touch. By making their feed more about their followers than about them, they’re able to build community that has an impact on everything they’re doing.

 

Irreverence

@ESPN has become a surprisingly polarizing force in the sports media landscape during the past decade. Some adore the network while others bemoan their focus on top teams and athletes. On social media however, their accounts have a consistently conversational sports fan feel about them, which is fairly in line with their SportsNation branding. Their Instagram presence is no different, highlighting the lighter side of the games we love.

 

Consistently Cool

New York Magazine has a sophisticated voice that showcases their influence in one of the world’s biggest hubs. Their Instagram, @NYMag, is promotional, but it is so in a way that compels readers to stick with them. Again, when you mix good content with good promotional hooks, you’re going to have a good combo on hand.

Need help figuring out the digital marketing mix for your brand? Contact us and we’ll get the ball rolling! (We’re admittedly not as good as the Pope at it, but we’re not bad!)

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Read the full article and see different examples on Contently here. 

 

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Ad Viewability: “Game of War”

Geile/Leon Marketing Communications

Ad Viewability: “Game of War”

Advertising

Recently, Ken Wheaton of Advertising Age wrote an opinion piece on ad viewability. We shared the piece in our meeting this morning, and because “Game of War” ads make me want to pull my hair out, and I suppose more importantly because of viewability, I felt the need to share.

I’m with Ken on this one (aside from the “telling my 15-year-old boy self” part) I am over these ads. This seems to be a question of quantity of views versus clicks. We can all admit that viewability is important. Duh. You have to be seen to get engagement. However, I fully agree with Ken when he says that viewability is the bare minimum that we should be striving for.

Really, we (marketers, advertisers, publishers) should be using targeting and tracking (since, let’s be honest, so much of our data usage is tracked anyways) and tailor to the right audience to provide more applicable ads. This seems obvious – don’t we all know this? Aren’t most people already doing this? Yes, yet we still see “Game of War” ads, well…EVERYWHERE!

Ken makes a good point that he is the target audience for Kate Upton’s milk bath, but if he (as the targeted audience) has seen the ad X number of times and still has not clicked on it, at what point can the ads finally change? At what point can he finally see something else he might actually be interested in? At what point can I, part of the unintended audience, view something else I’m actually interested in? 

“In the digital and mobile spaces, what I’d rather see marketers and publishers focusing on is addressing the problems with targeting and tracking. If you’re following me around and scraping my data, you should be serving me better ads.” Ken Wheaton, AdAge

Ultimately, what I believe Ken is trying to express in his article, is that if we have our audience pinned, and we are targeting people who could actually be interested instead of just targeting everyone for quantity of views, then we can focus more on what will get that pinned viewer(ahem, the creative and content – what we are here for and what we love to do) to click and commit to what we are advertising.

As much as I truly believe that every single person reading this has seen a “Game of War” ad, the one Ken talks about is included below for reference.

Note: This is no reflection of the game itself. It could be great and entertaining, and I would have no idea – but that is the point! The annoyance of the ads have actually deterred me  from downloading the game. That is definitely not the purpose of advertisements. 

If you want to talk about your ad viewability, or what you can do to increase not only your viewability but your engagement and leads, lets talk. Fill out the form below and we will get back to you shortly! If you want to learn more about making the most out of your ads and what to pair with them for better engagement, look out for Meg’s blog next week!

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Trending Now from G/L: The Evolving Content Landscape

Geile/Leon Marketing Communications

Trending Now from G/L: The Evolving Content Landscape

Creative

TRENDING NOW FROM G/L

Every Monday morning, the G/L office starts our week by meeting together and updating everyone on new business, old business, this week’s needs, last week’s successes – all the good stuff. We always take time at the end of these meetings to discuss what is trending now in our marketing and design world. We decided that what we talk about isn’t only beneficial to us, but to our clients and followers – so throughout the week we share some of our favorite trends with you.

THE EVOLVING CONTENT LANDSCAPE

If you’ve been to a digital or general marketing conference during the past year, you’ve probably heard this phrase a lot: “Content is King,” or alternatively, “social media is gasoline; content is fire”.

Creating engaging content should be one of the biggest objectives for most brands for the foreseeable future. However, sometimes there is a disconnect in defining what engaging content actually looks like. While primarily text-based blogs (like this one!) are incredibly important, being creative about the vehicle that content is served on is evolving rapidly.

A recent article from Contently looks at three newer content formats that they expect to gain traction this year. Here are their insights compiled with our thoughts:

Branded Web Stories

The way that we view video has changed dramatically during the past decade. Heck, it’s changed a lot even in the past year. Consumers have continued to move away from the model that half-hour or hour-long TV shows to be viewed at a certain time are the only way that people can get their entertainment.

Branded Web Stories are a big part of the shift. While brands will continue to put versions of their commercials on sites like YouTube, many are going much further and creating stories that stand alone as entertainment in a way that viewers will actively seek out. The branded examples shown are high quality in every way possible. See the video Contently references below.

Plus, with how much YouTube celebrities are making these days, it doesn’t make sense to skimp on costs.

As the article states, nearly 80% of consumer Internet traffic will be video based within the next three years. The message seems clear: invest in video content now and stay ahead of the curve.

Interactive Infographics

Infographics have become exponentially more popular in recent years. They’ve created a compelling way to pull words and numbers together to create a puzzle that’s visually appealing to the viewer.

While static infographics have grown, some notable interactive infographics have captured the attention of viewers. Look out for our blog this week solely about interactive infographics.

Branded Comics

We preach the importance of telling compelling stories on a daily basis. A visual way to do that might crack through in 2015 through still comics and illustrations by telling and ongoing narrative. With this option in particular though, it’s important to make sure that the content fits your brand’s guidelines. See the cartoon Contently references below.

Content continues to grow as a marketing tool, but finding the right medium to use that content is half the battle. Our team is constantly looking for new ways to create and leverage digital content in a way that strongly resonates with the end user.

Want to talk more about creative content landscapes? Fill out the form below or email us at [email protected] and we will lend our time to discuss your digital, design and content needs.

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Writing Style Guide: 10 AP Style Tips You May Not Know

Geile/Leon Marketing Communications

Writing Style Guide: 10 AP Style Tips You May Not Know

General

Updated May 11, 2015

The AP Stylebook is a writing style guide used when writing for news media outlets. Most people who are familiar with AP Style know the common rules such as which months are abbreviated, how datelines are used and when to spell out numbers. However, AP Style covers a large amount of less known rules to follow. Knowing the style well and using it appropriately will positively impact credibility and utilization of media submissions. Here are 10 underrated tips that will improve your AP style writing:

1. Acronyms

Hint: You shouldn’t find these in parentheses.
When referring to an organization, the acronym does not come in parentheses after the first reference. Acronyms that are easy to recognize can be used on their own after the first reference of the organization’s full name.

Example: The American Society for the Prevention of Cruelty to Animals is cracking down on dog fighting with their recent campaign. The ASPCA has created a social campaign with the tag #GetTough to teach people about dog fighting and how to stop it.

2. More than, over

Hint: This is a game of numbers.
Recently, AP Style announced it is acceptable to use over in reference to numbers due to common use, but the preference is more than to be used with greater numerical value, and over to reference spatial elements.

Example: In 2014, unboxing videos grew more than 55 percent from the previous year. In the recent Samsung unboxing advertisement, the actor swings over buildings and cars to show the camera quality of the phone.

3. Trademark Symbols

Hint: Nope. Never. Nada.
Trademarks and other symbols should not be used when writing in AP Style. Removing these symbols makes it easier for reporters to use your press releases.

Example: The phrase “Band-Aid” is a trademarked for the adhesive bandage, owned by Johnson & Johnson and is at risk for losing the trademark due to generalization.

4. Job Titles

Hint: Before is better.
Only capitalize a title used before a person’s name.

Example: DIY Engineer Jason Bell created a human catapult to launch people off of a bridge.

5. Because, since

Hint: Relationships versus time.
Use because when describing a specific cause/effect relationship. Since is acceptable in casual senses in regards to a sequence of events, but that may get confusing, we recommend only using since for time elements.

Example: Toyota is looking for new ways to fuel cars with hydrogen because it is the most abundant element in the universe. Since launching a short video about hydrogen fuel, Toyota has earned many supporters and skeptics.

6. Commas in a sequence

Hint: Leave it out.
The Oxford Comma is commonly misused when writing in AP Style. When writing a list, the comma is NOT included after the conjunction in a series UNLESS it is an integral part of the sequence also includes a conjunction.

Example: Peter Bamforth is making trick shots using Oreos, milk and an abundance of free time. (Free advertising on Oreo’s end. Not too shabby).

7. Farther, further

Hint: Far describes a length.
Farther is a physical distance. Further is an extension of time or degree

Example: Dozens of people are taking a leap off of the second tallest residential building in the world, farther than 1,000 feet in the air.

8. Entitled, titled

Hint: Magazines don’t have rights.
To be entitled is to have a right. A movie, book, magazine, etc. is titled.

Example: One of Netflix’s newest series titled “Daredevil” had approximately 4.4 million views of at least one episode in the first 11 days after its release.

Tip within a tip: Magazine and newspaper titles aren’t italicized, just capitalized. Composition titles such as books, video games, films, TV shows, works of art, etc. use quotation marks.

9. “S” or no “S”

Hint: And none for Gretchen Weiners.
The proper AP Style use is toward, backward, upward, forward, downward, etc. without an “s”.

Example: Moving forward, brands can buy ads from both Google and Twitter together.

10. That, which

Hint: It’s “that” much more important.
That and which can be used in reference to inanimate objects or animals without names. That gets used when it is important to the meaning of the sentence. Use which where the pronoun isn’t necessary (and use commas).

Example: The 90-year-old tortoise that lost two of her legs could still beat the hare with her new wheels.

The AP Style guidelines change frequently; every point is re-evaluated every year for relevance. See more about the process behind the AP Stylebook in this video.

Follow AP Stylebook on Twitter to see constant updates of rules you should know and tweets with information on how to write about current events. Here are a few recent examples:

Screen Shot 2015-05-01 at 2.37.43 PM

Want to talk more about writing for media? Fill out the form below or email us at [email protected] and we will lend our time to discuss your writing and media needs.

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