In this day and age, most people are glued to their mobile device and information gets thrown at us from left, right and centre. So when a brand is competing for attention, especially through social media, they need to be eye-catching, useful and trustworthy – and maybe a bit humorous.
Traditional marketing isn’t what it used to be. Most people are no longer as susceptible to, or trusting of what they’re being sold. According to a recent study, 84% of Millenials do not trust or like traditional advertising. Yet, everywhere you look, almost any and every little available space tends to be plastered with an advertisement of some kind. So how do you break through this resistance and connect with your target market in an authentic and lasting way? Ipsy has found a way. Ipsy is a personalized makeup subscription service available online that sends users monthly bags filled with different and personalized cosmetic products. Here’s more about what it is and how it started: “Michelle Phan has inspired countless women around the world through her beauty video tutorials on YouTube. Every day, the question Michelle gets asked the most is: “What are the right products for me?” With infinite beauty product combinations in the marketplace, choosing the best items for your needs can be a challenge! That was why Michelle created ipsy. Michelle and her team of stylists have selected products they love, for you to try. Each month, subscribers will receive a beautiful Glam Bag with deluxe samples and full-sized beauty products. Members can watch and play along with the stylists with the same products that they are using.”
I am one of those people who is fascinated by branding and marketing. Who brands are, why they are who they are, how they share and connect with their targeted audiences… why did that ad campaign work? How did that company figure to target that audience in that way? And of course, why is some marketing such a failure? In my love for branding and marketing mixed with my passion for social media, I came across Gary Vaynerchuk years ago (if you don’t know him, Gary is “…one of the most sought after public speakers alive today. He is a venture capitalist, 4-time New York Times bestselling author, and an early investor in companies such as Twitter, Tumblr, Venmo and Uber. Gary has been named to bothCrain’s and Fortune’s 40 Under 40 lists.” (GaryVaynerchuk.com, 2017)) I follow Gary on social media, and was excited to see he was part of a series Apple is releasing on iTunes, Planet of the Apps. This show “…a sort of hybrid of The Voice and Shark Tank lets app developers make their pitch to four potential celeb mentors: Gwyneth Paltrow, Jessica Alba, Gary Vaynerchuk, and Will.i.am who then help coach their mentees through developing their pitches and courting venture capitalists for investments.” (Howard, 2017) One of the most successful pitches on Planet of the Apps was Dote. Dote dons itself a mobile mall in your pocket (Dote, 2017). “The app curates products from over 130 stores, including Sephora, Forever21, and Urban Outfitters, in one place. All you need to do is enter your credit card once, and you can buy a product with a single tap, without wasting time shopping on individual store websites.” (Buxton, 2017) Dote also landed a 5 million dollar investment from VC’s from a pitch on Planet of the Apps, “one of the largest ever doled out on a TV series.” (Vogue, 2017)
Located in the Caribbean and spread out among many island nations, Budget Marine has a reputation for being a leader in the region’s marine industry. Budget Marine embraced social media as a sales and marketing tool over a decade ago. It also implemented a social-media based intranet to encourage internal communications (Koerner-Gifford, Katherine (2017), Employee Involvement Key to Budget Marine’s Success, University of Waterloo Archive, May 17, 2017). As for the future? To quote company founder, Robbie Ferron, “There is no turning back. Period.” (Kroon, Els, Robbie Ferron A Dynamic Driving Force for Thirty Years, All at Sea Magazine, March 1 2010) By means of this course, Budget Marine has been exposed to the ways in which it can better utilize social media to enhance business performance.
Modern Marketing has been a staple of doing business since the second world war. As social media has evolved, businesses have had to evolve with it to better market themselves. But what if your business is social media? Does that change your marketing plan? How can a social company thrive in the vast online marketplace? Maz Dela Cerna hails from Brisbane, Australia and is the founder of thefitnessfreedomflow.com. She is a blogger, vlogger, social media expert, and the face of her brand. She has created a social following through her personal progress in weight loss, health, travel and lifestyle. Maz has turned a passion for health and wellbeing, along with her passion for travel, into a successful online brand. She writes from the heart and puts her experiences out there with a genuine interest in helping others. It is obvious in her communications with her followers and her ever growing online presence.
Three Ways Budget Marine Nails Social Media Marketing
Budget Marine is the Caribbean’s leading marine chandlery with retail locations throughout the Caribbean. Budget Marine embraced the use of Facebook early on, and continues to use it to advantage today. Currently, Budget Marine uses FaceBook, Instagram and Youtube to connect with customers. These platforms are backed by the company’s website and augmented with newsletters and sales promotions sent directly to customers via email. According to Nicole Corvellec, Budget Marine’s Marketing Manager, “Not only is using Facebook much cheaper than individual local ads but it’s also more effective as we don’t need to look at what they read [i.e. print media] and which publication would get the majority of readers – it goes directly to their phone. On the facebook page you will also see “offers” which enables us to put all the offers from all the locations in one spot so people can easily see what the specials are.”
Nowadays online video content is a big part of social media. According to Cisco Forecast video will represent 80% of all consumer-based Internet traffic by 2019. So there is no surprise that businesses spend more money on video advertisement. According to Business Insider video will account for 41% of total desktop display-related spending in 2020. The two top platforms for video advertisement are Youtube and Facebook. In January 2016, Facebook announced that people watch 100 million of hours of video a day. In February 2016, Google’s CEO reminded its investors that Youtube users watch hundreds of millions of hours of video a day. It was indirectly pointed out that Youtube users watch more videos than Facebook users. So what is the difference between Youtube and Facebook?
Everybody knows of their community newspapers, but few know that these community newspapers are owned, operated and published in Ontario by Metroland Media. It’s a surprise that Metroland Media is not a common household name, having most of Ontario’s community media market share. In fact many people refer to their community newspapers by the name on the front page, but behind it all, is Metroland Media. Metroland Media Group has gone through many stages of ownership and various titles, but has since been remained Metroland Media Group after the 2006 merge of Metroland Publishing and City Media Group. Torstar, originally The Toronto Star, owns and operates Metroland Media Group, Star Media Group and has a diverse and developing portfolio of operations mainly across Canada, as well as other sectors around the world.
Brands becoming more Digital Consumer packaged goods companies have started to spend more for digital and social media to better meet changing needs of their consumers who are increasingly looking for education and inspiration on-line. Digital and social media helps companies to craft a more personalized and better targeted message to their consumers and, as such, often achieve higher ROI vs. traditional TV media based on one-size-fits-all approach. Parmalat Canada views Social Media marketing as an essential tool in brand building and promotional plans for its flagship brands President, Galbani, Black Diamond, Balderson and Astro. These brands have on-going digital presence at major social media platforms such as Facebook, Instagram and Pinterest. The company seems to having embraced Social Media practices that require more message customization, more personal approach to consumers and faster response time vs. some traditional marketing media like TV and print.
According to the Instant Pot website, this “intelligent multi-cooker, [is] capable of completely replacing [a] pressure cooker, slow cooker, rice cooker/porridge maker, sauté/browning pan, steamer, yogurt maker and stockpot warmer.” Currently one of Amazon’s best selling items, Instant Pot has a huge online fan base. With an official community site on Facebook boasting more than 434K members and a number of satellite communities (e.g. Instant Pot Recipes with 122K members and Instant Pot Cooks with 60K members), the Instant Pot is an internet sensation. That said, it may be surprising to find out that Instant Pot is not a brand new product . According to Grace Hwang Lynch in her article Not Just a Crock: The Viral Word-Of-Mouth Success of Instant Pot, the electric pressure cooker “has been around since 2010, but really became the buzz during the last six months of 2016.” Let’s take a look at the clever social media strategy that created all that buzz.
On-line retailers have been commanding a higher share of Canadian retail spending every year. The trend is largely driven by convenience (e.g., home delivery), wider assortment (due to absence of physical shelf space) and opportunities for consumers to use social media to share their opinions about their experiences with the product. Amazon.com and its Canadian web-site, Amazon.ca, are great examples of successfully capitalizing on the above trends to provide the best in class on-line shopping experience. Amazon has become the largest on-line retailer in North America, selling over 480 million products in the USA and 133 million in Canada.
Victoria’s Secret is a brand known around the world for it’s glamours images of it’s elusive Angels creating a goal that many aspire to. In the fast paced world of today the excitement of receiving their catalogue in the mail has been replaced by a few easy clicks to order a little piece of the magic. Though this provides quick and easy access to the customer, the company has been faced with the question of how to reinvent that same excitement in today’s world? Enter social media.
As one filters through the literature on social media marketing, it becomes glaringly obvious that the rift between digital and traditional marketing has undergone some reverse tectonic movement. No one in any respectable marketing position will make the faux pas of comparing Facebook ads with print ads (unless they intend to elicit judgmental stares). Digital marketing in all its strategic glory is here to stay for the overnight cross continental long-haul.
When it comes to social media marketing it is important, to build a solid foundation to ensure that your efforts have the greatest chance of success. A solid foundation really is about getting the basics right and remembering the purpose of social media is to engage with people. Engagement is not announcing carefully crafted advertising pieces to your intended audiences it is about adding value to conversations that are already happening, building your reputation and remembering that social media is about listening and communicating. Geranium gets social media marketing right.
From a business perspective social media marketing can result in improved brand awareness and loyalty, higher conversion rates, improved customer service, audience insights and decreased marketing costs—if utilized well of course. But so many companies, both large and small, struggle with social media marketing. It is a whole different ball game in comparison to networking with friends and family on your own accounts, although the principals of building and maintaining relationships are still the primary focus. If you’re looking for tips to improve your social media marketing efforts, read on. Illbury + Goose, is a small company that has mastered the art of social media marketing and have implemented strategies that companies of various sizes should take note of. Illbury + Goose creates sustainable, locally made clothing, accessories and home décor, and their brand is built on the foundation of Canadian patriotism. Starting as a local business a few years ago in London, Ontario, they have since expanded their team and have orders coming in from customers all across the country.
Social Media’s Impact on the Supply Chain industry is deeper than you might think. Many organizations are using the information gathered from social media to predict trends, ensure timely delivery of goods and source where a product is made.
Role of Innovation in Consumer Packaged Goods Developing innovative products for consumers is considered as one of essential marketing functions at Parmalat. Product innovation usually plays an important role in life cycle of any consumer packaged goods company. Innovation is tasked to drive incremental volume for the company, keep consumer delighted with its products and provide retailers with increased profits opportunities. In Food Industry, major players, such as Parmalat, are literally expected to come up with new products every year to inject news and dynamics to the category and “protect” their shelf space at retail.
Many churches are finding benefit from promoting their services and events online through social media outlets such as Facebook, Twitter, Instagram and YouTube. However, if we look to the education world, we may find ways that social media is being used in the classroom that can be effectively adapted into a Pastors role of teaching, including the weekly sermon and Bible study methods. Jason Tomaszewski, Associate Editor of EducationWorld.com, reminds us in his article “Social Media Has a Place in Classrooms” of the findings of Dr. Richard J. Light (Harvard School of Education) with regards to social learning theory and the learning success of college students, “People learn most effectively when they interact with other learners. According to Light, the strongest determinant of students’ success in college is their ability to form or participate in small study groups. He suggests that this is more important than their instructors’ teaching styles. Student research participants who studied in groups, even only once a week, were more engaged in their studies, were better prepared for class, and learned significantly more than students who worked on their own.” This study underlines the significant learning impact that small group type Bible studies can have, which could include those happening online. It also addresses the lecture-style sermon delivery that is the basis for most traditional church services, which may be better absorbed if given the opportunity to be discussed among those who have listened to it. Social media can provide such opportunities through various means available to pastors and their congregations today.
Throughout history, The Church has been challenged with continuing to share its unchanging, relational message of the love of God in a world that is constantly changing. Many churches are embracing social media as part of society’s undeniable move towards digital communications, in an effort to build relationships and maintain their voice into the future. In his article, Communication In the Church of the Future, Christopher Harris states, “As the church we not only need to be mastering the tools of social media to connect with and communicate with society, we also have to be studying how these transitions in communication will transform how we are community and how we exist as church.” Glebe Road United Church, located in Toronto, Ontario, Canada with a history dating back to 1851, has found great benefit in utilizing social media not only as part of building relationships through today’s ministry, but also in looking to their future.
Rolling around on a skateboard is a right of passage for most children growing up in North America, many of them dreaming of becoming the next Tony Hawk, or Nyjah Huston. While many of these people will never attain these goals, they will still have a blast pushing around town on their boards. Skateboarding is a wonderful tool for transportation, but it has a few key limitations. The main problem is hills, and everyone who has ever stepped on a skateboard has a deep fear of the dreaded “speed wobble“. While going down a hill on a skateboard, you don’t have many options for braking and going up hills is also an issue, as it becomes a battle against gravity. Boosted Board is a company that was founded to improve some of the issues that have plagued skaters for years. Boosted Board is an electric skateboard controlled by a small handheld remote. You can adjust your speed and even brake! Skateboarders everywhere now have a solution to some of their problems. Boosted Boards has turned to social media to showcase their product to the skateboarders of the world and get everyone skateboarding again.
Magnolia…a few years ago it was just a flower, now it’s a trending brand that has reached far beyond its Texan origin. The creators of this brand, Joanna and Chip Gaines have social media followers from around the world. Tourists book stays at their Magnolia House rental property and visit their business headquarters named the Silos, in Waco, Texas. It’s now a tourist destination with a bakery, garden shop and retail store. The fourth season of their HGTV home improvement reality show, Fixer Upper, premieres this month. Each show profiles the home renovation process from purchase to completion in a one-hour segment. Joanna designs home improvements and decorates. Her husband and partner, Chip, constructs the renovations and the featured homeowners are presented with their on-budget dream home at the end of each episode. The hype for this show has been marketed with a quarterly journal publication and a newly released book about the couple’s story. Magnolia has complimented their brand with traditional marketing mediums and qualified it with social media. The book has just reached #1 on the New York Time best seller list,1 and this achievement is promoted on their website. Magnolia has also introduced a furniture, paint, rug and accessory line available nationally in the US and at three Canadian retailers. An online “Market” shop with all of their products is featured on their website. Magnolia has embraced social media to further increase its brand awareness. The company also benefits from Instagram, Facebook, Pinterest and Twitter activity and has millions of followers. Magnolia has truly saturated the home design, renovation and décor market through both traditional and social media marketing.
In April 2013 Lowe’s launched their extremely successful “Fix in Six” campaign on Vine. With Lowe’s being the second largest home improvement retailer in the world it seems appropriate that their Vine campaign is a variety of six second videos that gives tips for home improvement. Since the campaign began in 2013, Lowe’s has created and shared 115 vines that have generated over 65 million views.
Over the last ten years, the marketing world has changed drastically with the ever evolving world of social media. As a result, marketing plans featuring television or print advertising as a primary mode of promotion have given way to marketing plans that integrate customer engagement, branding and more targeted promotion through social media. Some businesses may certainly survive clinging to old school marketing practices but for those in the computer and technology field, it is essential not only to market through social media but to do so effectively in order to gain an edge on the competition. Bluespark, has truly found their niche in social media marketing while at the same time not appearing to be marketing their services at all. In addition to social media metrics, with clients that include big names like Ralph Lauren, Roomify and Trip Advisor, it’s a sure sign that you’re doing something right.
In our age of digital marketing where there are so many social media options to choose from, one community library is finding success through their development and use of videos. In addition to using Snapchat, Twitter, LinkedIn and Instagram, the Pickering Public Library is including short, in-house created videos in their Facebook Page, YouTube channel and website to communicate upcoming events, new programs and services, fun facts and promote client engagement. These videos have become quite popular in their community and beyond. Donna Moritz of Social Media Examiner attributes the rise in popularity of short video social media content to how “snackable” they are, as a quick visual method that grabs our attention, “Short videos suit our busy lives, brief attention spans and the need to consume content easily and quickly. Because fans are consuming content via their mobile devices while they’re on the go, the shorter the content is, the better.”
In 1872, long before the invention of social media, Mildmay’s Commercial Hotel began it’s first days of operation. It has since welcomed thousands of visitors to the small town located in Southwestern Ontario with its country charm and welcoming flare. In 1919 the the business was bought by the Schmalz family and has remained with them ever since. In 2006 the business was bought by Nicole Wise (Schmalz) and became Harleys Pub and Perk. Harleys Pub and Perk has proven that some things will just never get old with it’s almost century old charm, Grandma Schmalz’s Ribs and Kraut, and even with a few of the regulars; however, the functionality of the pub and it’s marketing tactics have had to be changed with their times.