Trending from G/L: Facebook gets ready to launch Facebook TV

Geile/Leon Marketing Communications

Trending from G/L: Facebook gets ready to launch Facebook TV

Last week, Bloomberg reported that Facebook was back on track for releasing Facebook TV, rumored to release later this month. In other words, the company is about to take on user-generated video content giant, YouTube. Shocking? I think not. What is shocking is how long it’s taken a rival to take on the behemoth. Facebook’s rounded-up their fair share of social dynamite over the past few years, including Instagram, WhatsApp, Facebook Messenger, Facebook Live and most recently, taking a page from SnapChat’s ever-engaging, ever-addicting, short-lived video/photo messaging content via Instagram Stories and Facebook Stories.

Image via Variety

So what can we expect from Facebook TV? Ridiculously targeted content and world domination. Not necessarily, but you can count on a mix of scripted and user-generated content, that thankfully (at least for now), will not be featured on your News Feed. Facebook’s impressive 2 billion users can catch fresh content on Facebook’s TV designated page. The company aims to create higher-end content compared to YouTube, but supposedly it’s not competing with video producers such as Netflix, HBO and Showtime…sure you aren’t Facebook, not this month.

Facebook’s newest endeavor comes on the heels of the company’s push toward longer-form entertainment and tackling an over-crowded News Feed filled with advertising, as well as incorporating ads into Facebook Messenger. Facebook is funding a set of original programs intended to give the company a slice of the super-sweet $70 billion television advertising market.

Facebook originally expected the project to be ready about a month ago, but it has taken longer than anticipated and further delays could occur, according to Bloomberg.

Now, this new TV venture does not come without its constraints. There’s a risk that Facebook’s users won’t necessarily spend as much time scrolling through Facebook’s News Feed if they start watching long-lasting videos via Facebook TV. “That’s going to have an impact on impression rate growth,” said CFO David Wehner. “So there is, in that sense, a cannibalistic effect of sort happening there.” Indeed advertisers, how will we survive without our traditional News Feed impressions? Video content advertising via Facebook TV, am I right?

We’ll be staying tuned for updates on the company’s latest project and any advertising opportunities that come with it.

Behind the Scenes: Product Videos for Major Retailers (with Lincoln Electric)

Dan Diveley
VP of Business Development

Behind the Scenes: Product Videos for Major Retailers (with Lincoln Electric)

Product videos on retailer sites lead to greater sales. I’m guessing that’s why retailers like Home Depot®, Lowe’s®, Northern® Tool and others are encouraging their suppliers to provide video and other assets. We recently had the opportunity to jump in the retail video phenomenon for our client, Lincoln Electric, a major manufacturer of welding products and related accessories.

We work with Lincoln Electric’s WTCA division, the retail side of the business. We produced several product videos, 360° videos and more than 150 still photographs which will be posted on a variety of retailer sites, big box stores, farm/ranch dealers, etc.

While my agency has produced many videos and TV spots throughout our 27 years, this was our first where the director and videographer weren’t able to directly watch the shot without eye protection.

I got a chuckle out of seeing our team in welding helmets as they directed the shots.

Lincoln Electric

Our client sells through a variety of retail outlets but not all carry the same helmets, clothing and equipment. So while shooting the videos, we had to keep track of the clothes and other items used by the talent so each video contained only the products sold by each retailer.

Welding is one of those specializations where a true welder would be quick to catch any discrepancies regarding technique, skill level or applications that a novice welder like me would not notice. So we sourced a professional welder who now teaches high schoolers the skills of the trade. Our clients at Lincoln Electric were so impressed with him and his knowledge that they donated helmets and gloves to the school as a way to help his students. Thank you Lincoln Electric!


lincoln electric

Alongside the product videos, we produced 25 360° videos that allow customers a view of the entire product. It’s amazing what requirements retailers have for these. Some are actual videos and others are up to 27 still shots stitched together. To accomplish these, our videographer, Steve Parisi from Frame Four Studios, built a turntable strong enough to hold the equipment, some which weigh hundreds of pounds.

PortaTorch – Lincoln Electric

To view more examples in this series, visit Retail Product Videos.

This was an amazing project for a great client that appreciates quality work. If you are needing videos to support your retail or distribution sales, please give me a call – Dan Diveley, 314-727-5850 or email me at [email protected] or fill out the form below.

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B2B: Build Your Brand With Instagram

Geile/Leon Marketing Communications

B2B: Build Your Brand With Instagram

instagramThe best brands tell stories. Stories that their clients and customers relate to, find compelling, elicit emotion and most importantly – motivate. The content that is created and shared on Instagram can solidify a brand’s identity and relationship with their audience. But, sharing the correct content is always key. (more…)

Effectively Launching Your B2B Twitter Identity

Geile/Leon Marketing Communications

Effectively Launching Your B2B Twitter Identity

Years ago businesses would’ve paid top-dollar to be in the room engaging with their target audience, listening to their needs and wants, and (hello!) responding to them. Twitter and social media are as close as we’ve gotten so far.

I first heard that mentality a few years back from social media advocate, Scott Stratten. So, how does this translate to brands today? Twitter in the B2B space is imperative and ever-lasting, providing opportunities that are beneficial to your brand’s identity. How To Build The Perfect Twitter Profile

Facebook was an easy transition because, for so long, it stood alone. It gave social media ‘outsiders’ the ability to learn at their own pace. Now we have Google+, Instagram, Vine, etc. It can get overwhelming. But, the one I hear to be the most challenging (but oh so prevalent) is Twitter. If I had a quarter for each time I heard “I just don’t get it” – well, I’d be on a private island (tweeting, of course).

While it can be intimidating to those who are unfamiliar, especially as a business, Twitter in the B2B space is important, and you need to participate. Sorry to bring down the hammer, but no more holding back! Here are a few steps I suggest when approaching Twitter:

Immerse Yourself:
Don’t knock it ‘til you try it, right? You must immerse yourself in the platform to see its worth. Research the ins and outs of Twitter, watch a few videos, read a few blogs. Learn what a tweet, retweet, favorite, list, reply, etc. is all about. But, always remember the most valuable social media lesson – LISTEN. Watch and listen, and things will start to make sense.

Set Goals:
How can you measure success without setting goals? Determine what you’re ultimately trying to do with a presence and participation on Twitter. If we’re talking B2B, I think it’s safe to assume it’s to garner more sales, correct? How many more? What’s important to you? Your business? Your brand? Think big picture, and then we’ll get to the strategy.

Make a Plan:
To me, this is still very different than setting goals. This is how we’re going to get there. This plan may very well be tiered. It could include: establishing an identity, working toward increasing your brand’s awareness, targeting the folks you want to connect with, providing valuable information to your targeted audience to create authority, being human and not just a robotic sales-hungry account. Goals are far easier to reach if you know how to get there.

Start Talking:
Jump in! Now that you have the steps in place, you need to start conversing. If you’ve targeted the folks you hope to begin a relationship with, start replying to things they have to say. Prove that you have something valuable to say as well. The easiest way to ramp up your identity on Twitter is to get comfortable and show that you want to be there. Why you are there will come through in your content.

Do I believe there is a place for every business on Twitter? It’s debatable. But social media is ever-evolving, as is your audience. So, do yourself a service, and be prepared. Be goal-oriented. Be proactive, not reactive. Make a stand for yourself. Prove that you belong, and that you are the valuable authority in your industry. This is your chance. Twitter is your platform. Hop up there and take advantage of it.

Don’t know where to start? Follow us on Twitter or contact us using the form below and we’ll get you acclimated.

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Geile/Leon Wins Two Telly Awards for Union Pacific Safety Initiative

Mary Sawyer
Vice President of Public Relations

Geile/Leon Wins Two Telly Awards for Union Pacific Safety Initiative

Geile/Leon Marketing Communications has won two 2016 Bronze Telly Awards for online videos produced for a Union Pacific Railroad initiative that raised awareness about the safety concerns and legal implications of taking high school senior photos on or near railroad tracks.

Playing on teens’ desire to look “cool” and not foolish in front of their peers, G/L created two videos that likened railroad tracks to busy thoroughfares (such as highways and busy downtown streets) and asked teens a simple question: “You wouldn’t get your senior photo taken here…so why would you do it on the tracks?”

The videos, shared socially and digitally by Union Pacific, greatly resonated with their audiences. The videos have been featured in articles on popular photography sites including SLR LoungeFstoppers, and PetaPixel, and were also included as part of a Nightline ABC story.

“Changing behavior and perceptions through a campaign is no easy task,” said G/L President and Brand Strategist Tim Leon. “We were able to use social media content and two online videos to connect with both the teen and photographer audience. By producing such creative content, we were able to get widespread viewership and impactful results with a minimal budget.”

Leon explains that G/L presented the two concepts to Union Pacific in a rough cut format, but the story was so engaging that the client decided that additional work wasn’t required. With solid strategy, good creative and proper execution, he says, a campaign can exceed expectations and more effectively compete against campaigns with bigger budgets.

The Telly Awards was founded in 1979 and is the premier award honoring outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and online commercials, video and films. There were more than 13,000 entries from all 50 states and five continents. More information can be found here.

How Effective Healthcare Marketing can limit Patient Outmigration

Dan Diveley
VP of Business Development

How Effective Healthcare Marketing can limit Patient Outmigration

How often do you, as a rural hospital marketer, think this about lost patients?

“Come back!  This is where you need to be!”

I still remember these words by Sister Eilleen. I was 16 and waiting for an evening teen religion school class at my church to begin. Out of the window I saw Jeff, a friend, being dropped off by his mother. Jeff got out of the car and proceeded to walk towards the church. But as soon as his mother drove away, he quickly changed directions and headed towards the foosball arcade. When the nun saw this, she quickly opened the window and yelled,

“Come back. This is where you need to be!”

How often do you hear yourself, like Sister Eilleen, nearly screaming this to lost patients? Outlying hospitals seem to face an all too similar problem: local residents leaving their city to visit a hospital in a larger community.

Patient Outmigration is a big concern for rural hospitals. The National Research Corporation surveyed 200 U. S. hospitals and published some of the results in their article, The Case of the Impatient Patient. According to the research, 37% of those that travel to a distant hospital report doing so because of the reputation of the provider outside of their locale. These people travel an average of 66 to 90 miles for a variety of services including Heart Care (13.9 percent), Orthopedic Treatment and Surgery (13 percent), Neurology (11.5 percent), and Cancer Treatment (9.5 percent).

And another interesting outcome from the research was the household income level of these outmigrators. Conventional wisdom may lead to thinking those with high household income are more likely traveling to other cities. However, the opposite seems to be true – the lower the HHI, the higher rate of percentage of patient outmigration. As the report notes, the poorest households had the highest outmigration rate, while those earning over $100k had the lowest outmigration rate of all.

We here at Geile/Leon speak with many outlying hospitals. What we hear is that often the local hospital offers the same level of care, outcomes and amenities as a big city hospital, all located within a very short drive, yet some patients insist on going further for their care. So if it’s not better care that attracts patients to larger hospitals, maybe it’s a perception problem (This is one of the many issues facing the healthcare industry as you can read more in our Healthcare Marketing Whitepaper).

Are your local residents making the long drive to other cities when they could receive the help they need close by at your hospital?  Do you have a good story to tell but not getting the results you hoped for?

If patient outmigration is a concern, give us a call at 314-727-5850 and ask for Tim Leon. We would love to hear about the issues you are facing and maybe show you a few relevant examples of how we helped our clients with similar challenges. At Geile/Leon, we enjoy working with rural hospitals ranging from 80-200 beds. We’ve helped them refine their brands, improve their messaging, and increase patient visits.

Maybe with a few adjustments to your MarCom will keep you from yelling:

“Come back! This is where you need to be!”

We are looking forward to meeting you. And if you’re not ready to meet right at this moment, that’s totally fine. But we’d definitely recommend checking out our Special Report for Healthcare Marketers in the meantime by filling out the form below:

Healthcare Trends

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Trending from G/L – Best Christmas Ads 2015

Geile/Leon Marketing Communications

Trending from G/L – Best Christmas Ads 2015

Christmas and the holiday season seem to bring out the inner waterworks here at G/L. And by that we mean it’s just really dusty in here, OK? Seriously, I’m fine. Stop looking at me!

Sorry, where was I? Oh yeah, the Best Christmas ads 2015 are upon us! While the focus of most American Christmas ads seems to be pushing deals and the urgency of the holidays, some advertisers outside of the U.S. take a more long-term approach to building brand awareness and favorability.

In the United Kingdom, leading department store chain John Lewis has been creating memorable spots since 2007. With the rise of social media, the ads have achieved even more of a global audience. And with the holiday season finally here, there was pressure on the brand to step up again.

It’s fairly safe to say they’ve done it again with #ManOnTheMoon:

Seriously, who cut all those onions? So rude.

Not to be outdone, The Spanish Lottery went more of the Pixar route in the lead-up to their annual Christmas drawing. According to Adweek, the lottery, which dates back to 1812, is very community-focused. So with their video, they aimed to highlight that sense of togetherness.

Gahhh, so much emotion!

In all seriousness, both John Lewis and The Spanish Lottery videos make waves because they highlight the things people value most about the holiday season. While pushing deals and pressing the urgency of the holidays is important for measuring success and ROI in the short-term, these brands are focusing less on the heat of the moment and more on what caring and kindness can do year-round. They are showcasing what makes them stand out, not fit in.

We love helping brands find what helps them stand apart. And while we hope you enjoy the holiday season, once January rolls around, if you’d like to chat, feel free to contact us.

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How to fight Ad Blockers? More Quality Content and Native Advertising

Mary Sawyer
Vice President of Public Relations

How to fight Ad Blockers? More Quality Content and Native Advertising

While in the past, some companies and publishers have scoffed about advertorials, or sponsored content that is designed to look like editorial, now there is a renewed interest in native advertising. Ad blockers are changing the entire equation of how to reach consumers.

According to a report commissioned by Adobe and conducted by PageFair, the number of consumers using ad blockers in the U.S. increased 48 percent during the last year. There are 198 million active adblock users around the world.

With Apple announcing that they are allowing ad-blocking apps, digital advertising is on the verge of being turned upside down. Consumers want to avoid advertising as they listen to music, stream videos or check their mobile devices. They’ll download apps and pay extra for services that block ads.

PR and social media practitioners have been counseling companies that “content needs to be a priority” for all marketing efforts. Now, ad blockers are driving home the necessity of producing entertaining or educational subject matter that provides a positive end user experience.

With native advertising, the ad experience follows the natural form and function of the user experience. The intention is to invite the consumer to be engaged.

Native advertising is everywhere online, including The New York Times, The Wall Street Journal, YouTube and Buzzfeed. Good native advertising, like good public relations, should be informative and relevant to the reader.

A consumer might be more than happen to read a story sponsored by a consumer packaged good company if she can obtain an easy dessert recipe. Likewise, a pet owner looking for grooming tips might gladly watch sponsored instructional videos. Whether you have a B2B or B2C company, you will need to be promoting your product or service in a new way to effectively utilize native advertising.

For years, online marketers watched as banner ad clicks plummeted and then disappeared. Marketers followed up with a variety of other methods to squeeze their message onto a given page, but consumers became fed up with cluttered websites, obtrusive videos and interference to what they want to see.

It’s time for marketers to realize that if they want to get their brand message through to these folks, native advertising presents great opportunities. It is a combination of PR and advertising that can be tremendously leverage through social media. Content that is engaging, enlightening and/or entertaining can be shared with ease, and provide the marketer with huge audiences.

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How G/L and Union Pacific are getting teens’ attention on rail safety

Tim Leon
President/Brand Strategist

How G/L and Union Pacific are getting teens’ attention on rail safety

Most people underestimate the speed of a train and don’t realize it can take up to a mile for a train traveling 55 miles per hour to come to a complete stop.

The frightening truth is that deaths from walking on train tracks are up almost 10 percent this year, killing nearly 500 people in 2014.(source: Federal Railroad Administration). Many of these deaths are teens. This is, in part, due to the popularity of photos being taken on tracks by the teens themselves or by amateur and professional photographers. Believe it or not, train tracks are being used as a backdrop for senior photos.

The Union Pacific Crossing Accident Reduction Education and Safety (UP CARES) public safety initiative reminds both drivers and pedestrians to stop, look and listen when approaching railroad crossings and to always expect a train. As part of the initiative, G/L collaborated with Union Pacific Railroad to launch a campaign focused on raising awareness about the safety concerns and legal implications associated with taking high school senior photos on or near railroad tracks.

Playing on teens’ desire to look “cool” and not foolish in front of their peers, G/L created two videos that liken railroad tracks to busy thoroughfares (such as highways and busy downtown streets) and ask teens a simple question: “You wouldn’t get your senior photo taken here…so why would you do it on the tracks?” The videos, shared socially and digitally by Union Pacific, have been featured in articles on popular photography sites including SLR Lounge, Fstoppers, and PetaPixel, and were also included as part of a Nightline ABC story.

Changing behavior and perceptions through a campaign is no easy task. It needs to truly resonate with the viewer to make them think differently about what they’re doing. In this case the social media content and videos are connecting with both the teen and photographer audience thanks to the efforts of our client and G/L team.

Contact us using the form below if you have a public safety or internal safety program that we can help you strategize and implement.

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Does subtlety work in LinkedIn marketing?

Geile/Leon Marketing Communications

Does subtlety work in LinkedIn marketing?

Ask professionals for their opinion of LinkedIn and you’ll likely get a wide range of responses. Some see it as an invaluable tool for connecting with their peers. Others may simply not use it all that much. Some find it profoundly creepy (and with good reasons).

That being said, LinkedIn marketing presents an interesting challenge. The site already has a member of “freemium” offerings to begin with, such as paid memberships, online learning and a whole suite of other sales-based solutions. While posting regularly on the platform is a good strategy, the reach of specific posts varies wildly.

While the platform has some reasonably priced sponsored post options, many of the more enterprise advertising and recruiting solutions on LinkedIn can be incredibly pricey. They know they have a deep pool of profiles that others want to connect with and they leverage that data effectively. Their game, their rules.

Some marketers have tried to work around some of the advertising restrictions inherent in the LinkedIn platform. Men’s clothing company Bonobos created a personal profile for a shirt, which was positively received. It didn’t last long, however, as the profile went afoul of LinkedIn’s rules.

Another cool spin comes from well-regarded airline Virgin Atlantic. The company has always prided themselves on having an outgoing brand personality. They’ve taken that playfulness to LinkedIn to the form of a contest disguised as a job posting:

Virgin claims to be the first brand to leverage LinkedIn’s job search feature for promotional purposes. And its VP of marketing for the Americas, Simon Bradley, says the response has been quite positive to date, with nearly 200 applicants at the time of this posting. Bradley has bigger plans for the campaign; he tells AdFreak that the work is “very exciting for us, and we’ll be starting to seed it in our social campaigns very soon.”

Unlike the Bonobos campaign, this seems to have been approved in some fashion by LinkedIn. Which is good because it’d be a shame to work so hard on a campaign idea to have it shot down by the platform. And it looks like the prize of a round-trip to London has garnered some significant interest.

LinkedIn Marketing

Which is probably good news for LinkedIn, which is now in the middle of a slightly embarrassing class-action lawsuit.

We’re always looking for innovative ways to help brands cut through the clutter. Want to find out how yours can push the envelope? Let us know your thoughts.

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