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marketing

Mobile Moves

Mobile Moves

                Black Friday, the “holiday” usually associated with long lines and crazy in-store shoppers has started to make the transition towards online sales. In fact, last Thanksgiving shoppers spent 1.9 billion online rather than in brick and mortar stores. More specifically, this eCommerce revolution is being driven by mobile commerce. According to eMarketer Pro, in the last quarter of 2016 mobile sales jumped by 45%, and this year retail mobile commerce sales are expected to increase 51.9%, surpassing $100 billion for the first time. With these kinds of numbers and more and more shoppers planning to use their mobile devices to assist in the weekends shopping, cellphones will be the most important medium this holiday season. Here are a few tips on how your brand can draw in customers through their mobile devices.

                Knowing that shoppers are going to be focused on their cellphones it is important to get creative with mobile advertisements. Ads should be created with a mobile format in mind, for example, using Snapchat. Snapchat is a mobile-only app with over 173 million users daily. Creating a Snapchat ad is a great way to increase product awareness and reach a target audience. Another valuable tip is to make your brands website mobile friendly. Nothing turns costumers off more than a complicated website. Reducing the number of clicks it takes for consumers to get from their shopping cart to the checkout button is a great way to drive sales. Mobile shopping should be painless because customers are much more likely to complete their purchase if the process is quick and seamless. Tailoring your message to millennials is also a great way to drive mobile sales. Millennials are the mobile generation. With more than 50% spending over 3 hours a day on their smartphones, there is no arguing that they are going to be a target audience for mobile shopping. In fact, about 74% of millennials let social media influence their purchase behavior, and being a millennial myself I can say that the our generation values authenticity, positive reviews, and well placed ads that clearly display the product being sold.

             With the spike in mobile sales this holiday season it is key to target customers who are sitting by a warm fire browsing through their smartphones for deals. So, as 2017 comes to an end brands should start focusing on their mobile market by taking advantage of apps like Snapchat, making sure their mobile-sites are easy to navigate, and targeting younger generations that spend a large amount of time on their cellphones. 

Total Eclipse of the Market

Total Eclipse of the Market

               On Monday, millions of Americans stopped what they were doing to go outside and check out the first total solar eclipse since June 1918. This once in a lifetime phenomenon not only had the average citizen excited, but it also acted as a great marketing tool for multiple brands and companies. From original recipes to moon jokes, let’ take a look at the most creative eclipse campaigns.

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               The first campaign that really caught my eye was Corona. Corona teamed up with Cramer-Krasselt, a creative marketing firm, to put out the perfect eclipse package, “The Corona toast kit.” This toast kit came equipped with eclipse glasses, an eclipse countdown clock, and of course a few coronas. Not only was this a cute and fun way to get people excited about Corona and their product, but the box also doubled as a pinhole viewer which made it even more appealing to consumers. They also put up a stop motion video on their Facebook page to explain how to actually create the pinhole viewer, creating more buzz and keeping customers happy. Krispy Kreme, one of America’s favorite donut brands, offered its famous glazed donut in a chocolate shell to mimic the eclipse. This was a cute and fun way to get guests excited about the solar eclipse and get a donut that tasted delicious! Spirit brand Jose Cuervo came up with fun cocktail recipes that they called “Total Especial Eclipse” and “Dark Side of the Sun.” Both cocktails consisted of interesting ingredients that played off of the solar eclipse, for example the Total Especial Eclipse recipe calls for charcoal lemonade to make it darker in color, like the moon eclipsing the sun. Lastly, Cracker Barrel, a chain known for its biscuits, started posting cheeky social posts that were very simple but still effective. For example, one of their posts was of a biscuit blocking out the sun, which they called a “Bisclipse,” providing consumers a quick laugh with their meal.

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               All of these companies found clever ways to market their products while tying in the solar eclipse. Capitalizing on events like the eclipse is an extremely smart way for brands to make themselves known and hopefully gain some more traction and revenue. Consumers all over America were extremely excited about the eclipse so it made perfect sense for marketers to take advantage of it and come up with creative ways to tie in the once in a lifetime phenomenon. Whether it was through giveaways, social posts, or recipes customers couldn’t look away from these brands just like they couldn’t look away from the solar eclipse.

 

'Tis the Season for Brands

'Tis the Season for Brands

2016 marks my first holiday season living in New York City. As I try my best to cheerfully walk up and down the crowded streets of New York, I can’t help but notice that the holidays are everywhere you look- from the elaborate window displays on Fifth Avenue to the Rockettes performing at Radio City. There is no shortage of holiday spirit. This Christmas craze is not only exciting for consumers, but it also presents a lot of opportunities for brands to get their names out there and integrate themselves amongst the holiday cheer.

Urbanspace, which was founded in 1970 as Urban Space Management, was created to develop environments rich in creativity where artisans and entrepreneurs can succeed. Every year starting right around Thanksgiving, Urbanspace creates four or five pop-up holiday markets throughout the city, one of these markets is located in Union Square, and was named “THE holiday destination for New Yorkers and tourists alike.” This pop-up offers great opportunities for brands to gain exposure during the holiday season. Places like Union Square are key because they present both consumer and business to business opportunities for brands. From the millions of commuters passing by each week, to the wide range of art, music, food, etc. vendors that are selling their own goods, brands can’t go wrong setting up shop here. Milk Bar, the sister bakery of the Momofuku restaurant group is a great example of a well-known vendor that keeps coming back year after year because of their annual success.

Another Urbanspace holiday pop-up market with interesting branding opportunities is located in Bryant Park. Along with smaller vendors (as seen in Union Square), this pop-up market has larger sponsorship opportunities dedicated to select areas. For example, the Bank of America Winter Village at Bryant Park. Clearly sponsored by Bank of America, this area includes an ice rink, Polar Lounge, and a Snackbar by Public Fare. Another integrated sponsor is Southwest Airlines. To help spread the word about their brand, Southwest Airlines has created “Southwest Porch at Bryant Park,” which offers a full bar, an al fresco lounge, and plenty of power outlets so guests can hang out while refueling their devices (which we all know is very important these days),

The holiday season is one of the most important times for brands. Whether restaurants such as Milk Bar, or a huge corporate company like Bank of America, the November and December months are key for brands looking ahead to the New Year. These holiday pop-up markets are the perfect way to gain visibility in some of the most crowded areas of the city, and offer a lot of potential for new customers and business to business opportunities. So even though most businesses will probably never run as smoothly as Santa’s workshop, getting involved in pop-ups like the Urbanspace Markets is a great way to spread holiday cheer, as well as create new opportunities for individual brands.

- Kate Moelis

30 Seconds to Market

30 seconds. That’s all the time BuzzFeed needs to get more than a million viewers hooked. BuzzFeed’s Tasty videos are taking over our Facebook News Feeds, and proving to be a lesson on how multi-channel marketing is growing. These “snack-sized” videos offer quick, fun recipe tutorials (typically from an overhead angle) featuring people from all over the world creating dishes like cheese-stuffed mashed potatoes (a video that received about 72 million views).

Tasty is barely a year old but has already accumulated more than 52 million likes and 2.2 billion views on Facebook. So what’s the magic formula that’s making these cooking tutorials go viral so consistently? There are two things setting Tasty apart from the rest: Its platform and a niche advantage.

First of all, Tasty tutorials are created specifically for the platform of Facebook. They are highly shareable, and optimize Facebook’s algorithms, which favor anything that keeps people on Facebook longer. BuzzFeed figured out the best way to take advantage of Facebook’s auto-play videos by making Tasty videos fast-motion and brief so viewers actually want to watch the entire film.

Secondly, Buzzfeed has worked pretty hard to hone and target specific audiences, proving that niche content can be just as successful as sharing content en mass.

“We’ve looked at niche audiences and very specific topics and it spreads from there,” Frank Cooper BuzzFeed’s chief marketer said in a recent Fortune.com article. Buzzfeed has even started to create new branches for Tasty including, for example, Proper Tasty, which only features British recipes, making the target audience even smaller, but more focused and engaged.

BuzzFeed’s Tasty videos are proof that “foodie” channels are blowing up. By working within its ideal platform (Facebook) and having a keen understanding of its target audience, Tasty has ensured that its videos will continue to dominate the web. It’s no surprise considering consumers are hungrier than ever for food knowledge and culinary inspiration.

Not only is the Tasty marketing platform genius, it is also shining new light on the many ways consumers can work with their favorite ingredients to create delicious dishes in (what feels like) minutes. In fact, in a recent article about how college students interact with Tasty, an undergraduate from Seton Hall University said she “…loves watching these short videos for cooking inspiration,” and “…has tried many of the videos, but my favorite is the cheesy bacon egg cups.” This is pretty great news for ingredient brands looking to target their millennial buyer.