Tag: marketing

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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Consumer Engagement: Branding Your Memories

Luke Smith
Senior Account Executive

Consumer Engagement: Branding Your Memories

Branding

The broad term “experiential marketing” can translate to a million different tactics and strategies, but the core goal remains the same–create consumer engagement and experiences that aid in the evolution of your brand.

Consumers are bombarded with anywhere from 3,000-5,000 passive messages a day. While the exact number is not known, we know that it’s overwhelming, and we know that it’s easy to get lost in the clutter unless we plan accordingly and support marketing efforts with outstanding creative.

Sensory Memory

While traditional advertising certainly serves an important role through reach, frequency and precision (and it’s easier on the budget), marketing through experiences with a brand will not only generate a personal interaction with a consumer, but also implant a sensory memory as well.

Sensory memory refers to how we remember the way things look, feel, smell, or taste. Typically, our brain stores this type of information as if it were taking a snapshot of the event using your senses as the camera. These are the sorts of memories that generate the building blocks for brand relationships.

Every marketer should strive for their brand to create a personal relationship with consumers.

Think about this–do you have a brand or product that you still buy today because your parents or grandparents raised you with this brand/product? You’re not just buying this because you like it; you’re subconsciously committed to the brand because of the experiences you’ve had and the relationship you’ve built with it.

Unforgettable Experiences

Let’s take a look at some recent, inspirational examples of brands that set the standard for experiential marketing.

While I’m sure that there were some strict rules and detailed planning, the execution and strategy is something to be admired. The positioning of this experience was clever. Not only did Carlsberg capture the interest of an already busy, vibrant street, but it was also strategically placed just around the corner from a popular craft beer bar, where the taste for local beers is taking dominance over more mainstream brews.

https://www.youtube.com/watch?v=MfPbyG42iGE#t=18

At the 2015 Ted conference Delta Air Lines created an installation called “Stillness in Motion,” based on the book The Art of Stillness. This was part of a suite of different products designed to make a more productive use of your time. Approximately 800 visitors tweeted about it, resulting in 9.3 million Twitter impressions.

https://www.youtube.com/watch?v=8_VWKEt2e3w

Creating Your Experience

Experiential marketing is another great tool to use in our marketing arsenal. If executed correctly, it’s a tactic that breaches traditional and emerges as a branded memory. It truly creates a powerful opportunity for your brand to build a relationship with consumers.

Would you like to learn more about how experiential marketing can help your brand? Fill out the form below or email us at [email protected] and we can talk more.

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Consumer Engagement: Think Your Marketing is Tough? Try Selling Heart Attacks.

Dave Geile
Creative Director Managing Partner

Consumer Engagement: Think Your Marketing is Tough? Try Selling Heart Attacks.

Branding

We admit, creating and executing a successful healthcare marketing plan is tough.

After running an advertising agency for 25 years, we have done a lot of healthcare and hospital branding and awareness campaigns with success of course; but your customer, or patient in this case, really isn’t fully engaged in your message unless there is a need. For instance, I can probably make a Dairy Queen Blizzard look pretty good and get people to pay attention and they may even dash out and buy one. Try doing that with cardiac care.

I ran across a great blog on Marketing Healthcare by Stephen Moegling. It stuck out to me because he used an example I have used many times myself (As a matter of fact, just used it recently in a meeting with a health system marketing manager). He compared healthcare marketing to other big ticket, seldom needed purchases such as cars. Everyone who needs a car probably has one, and once they buy one, you won’t see them again for 3-5 years. So the car companies try to keep you engaged with their brand, and when the need eventually comes around again, their image is swimming around somewhere in the back of their customers’ mind space. Your healthcare marketing plan should have that same impact.

In healthcare, having a relevant brand means engaging consumers today for solutions they may need tomorrow. – Moegling

My point is, I have lived through this process of marketing healthcare many times and I think this blogger is right on. The other aspect that stood out to me was that he didn’t even mention expensive TV and radio, but he did list some very doable suggestions (many we have used ourselves) to help keep your healthcare brand out there and part of the “considered set” when the healthcare need arises. His list is below, and you can read the entire blog here. It’s worth taking a look at and passing along if you are in the healthcare industry.

-Downloadable questions to ask your physician about a specific condition
-Microsites for more in-depth interaction among consumers and your services
-Email campaign with links to wellness information, classes and events
-“Ask the Expert” monthly web chat led by physicians
-Interactive kiosks in hospital lobbies and common waiting area
-Men’s health promotional events at local hardware stores
-“Afternoon Tea” women’s events
-Heart healthy shopping menus at local grocery stores and restaurants
-Sign-ups for Facebook “fan” exclusive promotions
-Twitter/tweet announcements from live events
-Sign-ups to hospital Twitter accounts get entry into raffles
-New resident gifts for completing surveys or calling to get a new physician
-“Find a new physician” promotions with a call center or website payoff
-Use Flickr and other photo sharing sites for cutest baby contests
-Baby fairs and other community events
-Meet the Physicians Night at housing community clubhouses
-Clinics for sports medicine promotions (proper stretching, nutrition and rest)

If you have questions about how to create, execute or evaluate a successful healthcare marketing plan, fill out the form below and let’s discuss your options!

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From the Expert: How to Use LinkedIn Effectively

Dan Diveley
VP of Business Development

From the Expert: How to Use LinkedIn Effectively

General

This blog goes to the millions of people on LinkedIn, and the millions of others that should be. 

Ben Kniffen, director of campaign management for LinkedSelling.com, was the featured speaker at a recent meeting hosted by the BMA-St. Louis. He and his team help organizations increase sales by teaching them how to use LinkedIn effectively.

Ben presented his company’s successful approach for using LinkedIn for business development efforts which I list below. I want to stress that this plan is based on building trust and not about spamming your connections. By providing useful information you can become a valued source. However, if you use LinkedIn as another way to push your sales messages, your efforts will result in offending your targets and, in my opinion, lead to minimizing LinkedIn’s potential for everyone else. Some of Ben’s top suggestions are included below.

Targets and optimization


Develop a profile of who you want to reach.

Decide who could best benefit from your products/services and build a list. LinkedIn has a powerful Advance Search feature that will allow you to target individuals by title, industry, and location – even if you don’t have a Premium subscription.

Join groups.

If you are not a paid subscriber, LinkedIn is limiting the number of profiles you can view when using the Search feature. Because of this, Ben suggests joining groups that match your target’s interests. Once accepted into a group, you have access to all group members. Click on the Members feature within the group and then you can search to find titles and locations that appeal to you.

Develop a target list.

Select a reasonable number of people you would like to get to know. LinkedIn doesn’t have a way to store these names so you will have to copy/paste their names and profile url to a separate list. With this list developed, now it is time to decide what information you can provide that will benefit these individuals and develop a content calendar.

 Lead Generation

 

With your targets selected and your profile optimized, now it’s time to start your Lead Generation efforts.

Work on your own profile.

Just as in the off-line world, people want to know people that are likeable and who they perceive as being someone worth knowing. Ben states the two most important aspects of your profile are your photo and headline. He recommends a photo that looks friendly, and not foolish. He showed several profile images that he felt were not appropriate for a business forum. Regarding headlines – most people list job titles. This does nothing to differentiate these people from the thousands of other people with the same title. So Ben recommends creating a title that is different and implies some benefit to why people should engage with you.

Since attending this presentation, I updated my profile and would love to hear your feedback. Please visit me at https://www.linkedin.com/in/dandiveley and let’s connect!

Screen Shot 2015-05-05 at 4.00.11 PM

Develop a content calendar.

Spend time to determine what issues are important to your target audience and then find information that will provide knowledge to help them. A content calendar should be developed that includes the subjects, links and the dates you want to post this information. This will help you stay on track and ensure you are communicating consistently with groups and individuals.

Share content with your groups.

People join these groups to advance their knowledge. It is important to contribute to the group’s discussions to build trust and name recognition. Read the discussions and respond to any that you can provide useful information to – either your original content or a link to a relevant article. Ben suggests posting a discussion one or two times a week in each group. His rule of thumb is: 90% of the time you should repost someone else’s content, and 10% your original content.

Be careful to not push sales messages. Decision-makers are smart and they can recognize a sales pitch. Posting sales messages will not only turn away people who might have a need for your product, but also if you are posting in a locked group, the group’s owner may not publish your content.

Ask your targets for a connection.

If you are truly providing valuable information, and if your profile implies that you can help, reach out to your targets and request to connect. You will need a short explanation of why you want to connect and make sure there are no ‘sales’ messages in this first request. Once you make the connection, use the content calendar to push useful information to these new contacts. Ben suggests you continue to send information and monitor if you get any response before asking for a meeting. Use your best judgment to decide the frequency that you communicate with these new connections – don’t over-do it and definitely don’t spam them!

Monitoring and maintenance.

If your company does offer something unique that will benefit your target audience, and if you follow the steps listed, this system should work to help you engage in the types of organizations that fit your criteria. Monitor your results and adjust your approach as needed. Not all prospects will respond so move these names off your list and continue to find new targets.

For more help using LinkedIn

LinkedinSelling.com works with sales organizations throughout the US and in several other countries. They provide a range of services that can help you organize your LinkedIn efforts. If you are looking for ways to improve your outreach, or that of your company, please fill out the form below and I will connect you with Ben.

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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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5 Tips to Remember When Marketing to Moms

Geile/Leon Marketing Communications

5 Tips to Remember When Marketing to Moms

Advertising

Moms spend more than 2.5 trillion dollars per year

…yet 91% of them feel that advertisers don’t understand them.

Marketing to moms occurs across most industries. However, healthcare is an industry where moms are very specifically targeted. With healthcare prices rising, consumers getting smarter and reviews online influencing purchase decisions, healthcare marketers have an opportunity to lead the conversation and provide helpful information that creates consumer loyalty. Let’s look at some facts we compiled that may help healthcare marketers look at moms a bit differently.

1. Mom is the decision maker when it comes to healthcare.

80-90% of all healthcare decisions are made or influenced by women. This rings true with doctor and hospital-related decisions and with drugstore purchases. Mom decides what’s best for her children and her husband, and an often time relays this information to family and friends.

2. A mom’s best resource is another mom.

Technology that connects friends is a top choice for moms seeking health-related information. 84% of moms turn to friends online as well as online communities to seek advice, recommendations, reviews and information. And, 65% of these moms have made a purchase decision based on a recommendation they saw online. Engaging in and managing online relationships is imperative in this digital age – encourage online reviews from customers/patients, provide helpful information that makes their jobs as moms easier and responds to the difficult questions or comments about your services. Transparency and open conversation go a long way.

3. Many are new at this mom thing.

There are over 4 million babies born each year, 40% of them are born to first-time moms. If you’re a mom, think back to the first years of your child’s life. It’s a blur, right? With schedules, lists of what to feed/what not to feed, sleepless nights, balancing work/family/friends, etc., Moms sometimes just need a helping hand – and this doesn’t get any easier as kids grow up. Marketers can enhance their relationships with moms by thinking about their everyday lives and what they can do to help.

4. Price is important.

The median household income in the U.S. was $53,891 in 2014 and healthcare spending accounted for 6% of this income on average. Families across the U.S. are struggling to save and keep their heads above water each year. This paired with the fact that 72% of moms use search engines to compare prices proves that healthcare marketers should consider more transparent pricing structures.

5. Not all moms are the same.

In the United States, the traditional family structure that you saw on old sitcoms doesn’t represent the moms of 2015. 4 out of 10 children are born to mothers who are not married. 2/3 of children are born to mothers under the age of 30. 71% of moms are working full-time. 2/3 of new mothers have at least some college education. About 20% of children in two-parent households are part of blended families. Think about the different moms you are speaking to and that she might not relate to your marketing if you only talk to suburban 34 year old stay-at-moms who are married. It’s time to be more inclusive and solve problems for moms instead of alienate them.

We recommend you spend a good amount of research time understanding your audience and their every day lives. Whether it be moms, dads, single bachelors or teen girls, knowing your audience WELL can only increase efficiency of marketing efforts.

If you want to talk more about the marketing to moms, marketing in the healthcare industry or understand your audience, connect with us today. Email Vice President Dan Diveley at [email protected], tweet at us @GeileLeonSTL or connect with us on Facebook!

Helpful links:

Marketing to Women Quick Facts
The Top 30 Stats You Need to Know When Marketing to Women
Marketing to Moms is More Important Than You Think
Surprising Facts about Birth in the United States
Profile America Facts for Features Mother’s Day
Fast Facts
Single Mother Statistics
Marketing to Moms Coalition

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Can You Afford Not to Have a Crisis Management Plan?

Geile/Leon Marketing Communications

Can You Afford Not to Have a Crisis Management Plan?

Branding

Crisis Management Plan

Property insurance, product liability insurance, business interruption insurance… you probably have policies in place to help with those risks, but what about protecting your brand during and after a crisis?

A crisis is defined as a time of intense trouble or difficulty. Every company can have a crisis any day of the week, no matter its size or industry. In other words, bad stuff happens in a blink of an eye.

Internal operations related to product recall or plant injuries can cause a crisis. So can external factors such as misinformation being distributed about your company or a disruption caused by a natural disaster.

How you handle a crisis or emergency will define your brand for a very long time.

Rumors, customer requests, social and traditional media reports… they come so rapidly that it can be overwhelming.

Are you prepared? How will you respond? What kind of actions will you need to take? How do you fight back when inaccuracies are being reported? Who do you talk to first? And who does the talking? How much do you tell the media and when? It seems like so much to think about when you’re in the line of fire – but you can do most of this critical thinking ahead of time to be most efficient in a crisis.

Manage and Communicate

Some PR firms call for a crisis communication plan, but it is really a crisis management plan. It is not only about communication but also about prevention, strategic planning, evaluation, honesty, media, etc.

Every moment that is wasted will have far-reaching implications as judgments about your brand, organization and leadership are made without your comments or actions. And yet, the absolute worst thing you can do is to respond without thinking through the consequences.

With so much at stake with your employees, your customers and the public, can you afford not to have a plan of action?

You need a plan to relay accurate information, relieve tensions and direct activities that can mitigate damages and continue or restore business operations.

Whether you are writing a crisis management plan internally from scratch or evaluating a current crisis communications plan already in tact, be sure you are committing the appropriate time and resources necessary. Your plan should be honest and realistic. Establish weaknesses or potential pitfalls ahead of time. It will be much easier to deal with address troublesome issues and critics if you are prepared for and acknowledge the worst scenarios.

We can help.

Geile/Leon’s experienced PR team helps companies to design and executive crisis management plans, and can answer additional questions that you have. The best defense for any crisis is to have a plan that hopefully you will never need. If and when you do, it will be invaluable.

Download our crisis management plan checklist to evaluate your current plan or to assist you in building a new one. Building or improving a plan takes time and resources, allow us to help. Let’s talk about your potential risks and crises scenarios and build your plan now to save you time and resources later.

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The Key to Building a Better Brand? Experiences.

Geile/Leon Marketing Communications

The Key to Building a Better Brand? Experiences.

Branding

Building a Brand: Enhancing your brand equity through strategic marketing and valuable customer experiences.

For many companies, especially those in niche industries that have a loyal following such as equine or manufacturing, there’s an ongoing struggle to raise their brand to the top. Before the Internet, brands relied on repeat customers, advertising through traditional mediums and amplification of their products/services through trial and word-of-mouth.

Now, at every turn marketers are fighting for a piece of the consumer pie (in more places than one). How do you make your brand stand out when consumers are overrun with choices? Through new experiences and meaningful relationships, on and off-line.

In the equine industry, consumers are immersed in their brands. They are constantly looking for a product or service that they can trust and really rely on – whether it’s to make their horse(s) healthier, get a leg up on the competition, make their job easier or their business better.

So, the opportunity for equine brand building (outside of traditional mediums) lies in experiences that are developed through digital problem solving.

Screen Shot 2015-03-12 at 4.08.19 PM Screen Shot 2015-03-12 at 4.11.35 PM Screen Shot 2015-03-12 at 4.07.54 PM Screen Shot 2015-03-12 at 4.07.33 PM

We’ve all turned to Google at some point in our lives for a recommendation. And, for niche industries, this is the sweet spot for brand building. Through Search Engine Optimization (SEO), website content and blogs that truly help your customers and an authentic brand voice that’s consistent on- and off-line, customers have a chance to experience your product before they even buy it. Therefore, creating relationships that will resonate with consumers the next time they are in need of your product or service.

Are you interested in other digital brand building strategies? Download our digital audit to assist you in setting up and executing a successful digital marketing campaign.

Interested in equine marketing? See some of previous our work building equine brands:
Senior Campaign
Integrated Ad Campaign
On the Move Sweepstakes

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No thanks. Not interested.

Dan Diveley
VP of Business Development

No thanks. Not interested.

G/L Approach

What is the value of these four little words?

I was asked to write a blog about something I know, or some point of view…anything that might educate, spark discussion or demonstrate G/L’s culture.

Well, with my 25 years of experience on the front-end of ad agency business development, I thought I’d write about something that meets all these criteria: the value of a rejection.  (more…)

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