Tag Archives: experiental marketing

Want to Perform at the Super Bowl? Pay for Play May Be Coming

21 Aug

Most of us already know that the National Football League is the most popular and profitable sports entity in the United States — by a wide margin. NFL prime-time TV games are regularly the highest-rated shows of the week. Advertising, sponsorship, and licensing contracts with the NFL amount to billions of dollars a year. Super Bowl ads cost well over $4 million per 30 seconds. The 2014 Super Bowl halftime show with Bruno Mars and the Red Hot Chili Peppers  attracted more than 115 million viewers.

The author of this blog has frequently gotten into debates with friends who cannot believe that artists such as Beyoncé, the Rolling Stones, and Paul McCartney have not been paid for performing at the Super Bowl halftime show. But it’s always been true. In the past, the NFL has contributed to the expenses associated with putting on the halftime show.

Now, according to the Wall Street, the ever-audacious NFL may be going even further in its revenue quest. As Rachel Feintzeig and Joann S. Lublin report:

“The National Football League doesn’t usually pay the act that performs at halftime during the Super Bowl. But in a twist this year, the league has asked artists under consideration for the high-profile gig to pay to play, according to people familiar with the matter. The NFL has narrowed down the list of potential performers for the 2015 Super Bowl to three candidates: Rihanna, Katy Perry, and Coldplay, these people said. While notifying the artists’ camps of their candidacy, league representatives also asked at least some of the acts if they would be willing to contribute a portion of their post-Super Bowl tour income to the league, or if they would make some other type of financial contribution, in exchange for the halftime gig.”

“The show has always been among the most valuable promotional opportunities for the music industry, and in recent years, some performers have put tickets for their tours on sale immediately following their appearance on the field, to capitalize on the exposure. Beyoncé announced her ‘Mrs. Carter Show’ tour immediately following her halftime performance in 2013, for example, and the world tour grossed more than any other that year besides Bon Jovi’s, according to trade publication Pollstar. Bruno Mars also put tickets to his ‘Moonshine Jungle’ tour on sale the Monday after the game this year.”

The Wall Street Journal image below has some interesting data.

 

Source: Nielsen. Image by Wall Street Journal

 

Self-Branding for Personal and Career Success

15 Aug

Recently, I did a full-length radio interview with Dr. Suzanne Phillips for her CoSozo Psych Up Show  on the topic of self-branding for personal and career success. In this interview, the discussion goes far beyond the concept of self-branding for career success, the subject of earlier posts at this blog.

Self-branding is relevant for every role in which we engage — family member, friend, boss, employee, etc. And (1) our persona varies for each role and (2) we need to understand how others perceive us in these various roles. If we are not perceived as we would like, maybe we need to sharpen our messages and/or change our behavior.

If you have a few minutes (48 overall :-) ), then click on the play button.
 

 

http://www.cosozo.com/sites/default/files/radio/audio/full/pu0039_podcast.mp3

 

What Binge Viewers Want

14 Aug

In recent years, due to the widespread availability of DVRs and on-demand programs, more people have been engaging in “binge” viewing — whereby they watch multiple episodes of a program (typically, a series) at one time.

Marketers need to understand this new segment of binge viewer and respond to the desires of this segment.

Consider these observations from eMarketer:

“Ever sat down to watch an episode of a TV show and gotten sucked in for hours on end? That’s called binge-viewing, and a May 2014 study by Annalect — which defined binge-viewing as watching three or more episodes of the same television show in one setting — found that 63% of U.S. TV watchers ages 18 and older fell into this category (though just 30% actually said so).”

“Those who did binge-view voiced a strong aversion to advertisements during their TV time, with 58% saying they liked binge-viewing because they didn’t have to watch ads. A close 57% said ads prevented them from fully enjoying their TV shows, and 53% didn’t think that commercials even had a place in the binge-viewing world.”

 

Click the chart to read more.

 

 

Tips for Using Microcontent in Social Media Marketing

10 Aug

The latest new term for our bulging marketing dictionary is “microcontent.” According to Danyl Bosomworth (co-founder of Smart Insights and Managing Director of First 10 Digital):

“Essentially, microcontent is as it sounds – short form content. Typically low-cost, high-value content appropriate to social channels. To all intents and purpose it’s social media content. It’s not that detailed articles or long form, rich content are any less important, it’s simply a case of being relevant to the social media platform in question, and accessible to an ever detached consumer who’s on the move with a low attention span for your brand. “

And as Stephanie Castillo, in a multimedia format, writes for Visual.ly:

“There are many ways that brands are leveraging Vine as a piece of their marketing strategy. But despite this, most brands have not yet figured out how to include Vines within their overall strategic vision. To do that you’ll need to take a step back and consider why you are producing this type of content in the first place. What purpose does it serve? Can you use it as collateral? Will it strengthen your brand’s story and identity? Will it resonate with your audience enough to compel them to share with their networks?”

Castillo offers several suggestions (with examples of each):

  1. Entertain
  2. Educate
  3. Provide tutorials
  4. Make announcements
  5. Build hype

Take a look at the video to learn more.
 

 

B2B Firms and Online Content Marketing

31 Jul

Clearpoint Agency, an award-winning public relations firm, has studied the online practices of business-to-firms.

In the following infographic, Clearpoint “describes why marketers create content, how they use content, and where they post content. The best business-to-business content marketing practices and most popular tactics are outlined in this fun and informative infographic!”
 

 

Who Has the World’s Toughest Job?

29 Jul

Looking for a video with a job-hunting chuckle and an emotional ending? Then, this is the post for you.

Hang in there until the reveal in this video from American Greetings! It’s worth it. :-)
 
 

 

How Brands Can Do Better on Vine

25 Jul

Vine is “the best way to see and share life in motion. Create short, beautiful, looping videos in a simple and fun way for your friends and family to see.” It has about 50 million users, many of whom are teenagers, who are attracted to the six-second videos.

Stephanie Castillo, a digital marketing specialist at Visually, reports that:

“Given its accessibility and low cost, this form of micro-content gives marketers a chance to get some hands-on video production experience. But don’t be fooled: though the app promotes a quick and raw form of capturing video, you shouldn’t take this as a cue to wander away from quality content. Rather, the stakes for a quality video with a strong story are now higher, simply because you have an ever shorter amount of time to get your point across.”

“By now, brands have had the chance to explore the many possibilities with Vine. Let’s take a closer look at five brands that are leveraging Vine in a smart, impactful way for some inspiration on creating micro-videos that capture the attention of your audience.”

Click the image to read Castillo’s multimedia article about Tribeca Film Festival: Contests, General Electric: Corporate Campaigns, Nissan: Product Highlight, USA Today: Narrative, and Lowe’s: DIY and Useful Information.
 

 

Marketing Art at the J. Paul Getty Museum

24 Jul

The J. Paul Getty Museum, located in Los Angeles, Clifornia, is world renowned. Its mission is to: “inspire curiosity about, and enjoyment and understanding of, the visual arts by collecting, conserving, exhibiting, and interpreting works of art of outstanding quality and historical importance.” It “builds collections through purchase and gifts, and develops programs of exhibitions, publications, scholarly research, public education, and the performing arts that engage our diverse local and international audiences.”

The Getty Museum appreciates the importance of marketing. One interesting, marketing-oriented initiative of the Museum is its interactive online discussion of The Life of Art: Context, Collecting, and Display, which is on exhibit at the physical museum:

“Look closely at a work of art and you are likely to uncover clues to a fascinating past and present: an object’s intimate connection to people, places, institutions, and cultures. This exhibition takes four objects from the Museum’s decorative arts collection—a silver fountain, a wall light, a side chair, and a lidded bowl—and encourages you to explore their ‘lives’ through an interactive presentation.”

Click the image to access the interactive online show-and-tell.
 

 

How Brands Can Do Better on Pinterest

22 Jul

Pinterest “is a place to discover ideas for all your projects and interests, hand-picked by people like you.”

With more than 75 million active users and a largely female audience, Pinterest is attracting more attention from advertisers. Hence, the question: What is the best way for marketers to utilize Pinterest?

Lisa Hoover McGreevy — a professional writer specializing in corporate messaging, a data journalist in the Visually Marketplace, and a regular contributor to the Visually blog, highlights 5 ways that can enhance the business use of Pinterest:

  1. Create unusual pinboards“Don’t limit yourself to the standard buzzwords for your industry when coming up with new pinboards. A bakery naturally needs pinboards for cupcakes, wedding cakes, and other baked goods. But more unusual topics, like the world’s oldest pastry recipes, campground baking, or ways to dress up products your customers purchase help you stand out from the crowd.”
  2. Develop visuals in languages other than English – “Recreate your most popular visual content in Spanish, German, or another predominant foreign language to embrace non-US or UK-based customers. Inspiring quotes, brief tutorials, and advertising taglines all make great pins that let your international customers know you care. Before pinning anything, run it past a native speaker of the language to make sure the wording is accurate. Online translation technology is still too buggy to be trusted with something as important as your branding.
  3. Ask people to show you things – “People love to talk about themselves, so ask customers to pin images of something related to your industry. A fitness club may ask followers to post pictures of favorite workout gear, while an office supply company might invite followers to share photos of their work spaces.”
  4. Tell a story – “Use a dedicated storyboard to unfold a tale over several days or weeks. Send your mascot on a journey around the major landmarks of your town or share a series of pins that demonstrate how a customer used your product to solve a problem.”
  5. Tell your story – “Is your whole office is helping build a Habitat for Humanity home? Are your developers engaged in a weekend hackathon ahead of your next software version release? Take and pin pictures along the way so customers can follow your progress and get a peek behind the curtain. Pinterest is a perfect format for telling captivating stories that keep followers coming back to see how those stories turns out.”

Click the image for some examples.
 

 

Global Advertising Is Booming

20 Jul

As part of its research on worldwide advertising trends, eMarketer examined the per-capita ad spending for several countries around the globe.

From this research, a few conclusions may be drawn: (1) From 2012 to 2018, advertising is expected to rise sharply in many of the countries eMarketer examined. (2) The United States and 7 other countries will see per-capita ad spending exceed annually by 2018. (3) Even though ad spending will rise substantially in the world’s two most populous countries — China and India, per-capita ad spending through 2018 will remain low compared with other nations. (4) Most of the increases will be driven by a shift to digital media.

Click the chart to learn more.
 

 

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