Why brand should keep up their marketing spend in times of crisis. Data proven advice.
Impact on marketing post-Corona, 7 non-obvious. From content babies overload to nostalgia to the explosion of innovation.
Very good read on the impact on society by Yuval Noah Harari.
Facebook blueprint tips for creating assets
8 photography tips for adds
Nice read! Few quotes:
In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”
Making the brand “future-proof” requires one to create a vision about how the future will be.
I think one doesn’t need to be a marketing visionary to imagine that five to 10 years from now, people will be eating food that doesn’t contain artificial ingredients.
The main objective of the Moldy Whopper campaign was not to drive short-term sales. From my personal experience, the best way to drive short-term sales in our product category is to do a promotion (and the fast food category is filled with them) and/or to launch a new product.
Moldy Whopper grew consideration to visitation by 22.8%. And that’s truly remarkable.
Why you need the campfire and the fireworks
One common question with Moldy Whopper is: Do you really need to go that far?
Yes, we do.
As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”
How to be transparent in your sourcing
‘The traditional way to create content, for instance, is to roll out periodic, one-size-fits-all campaigns that can be modified only to a limited extent. On the other hand, a modern marketing organization has systems that allow for large volumes of messages and content to be constantly created, monitored by performance analytics, and then adjusted as needed.’
‘We estimate that making this change can unlock 5 to 15 percent of additional growth and trim 10 to 30 percent of marketing costs.’
Love these tips by David Ogilvy. Shameless copy-paste from https://www.brainpickings.org/2012/02/07/david-ogilvy-on-writing/
The better you write, the higher you go in Ogilvy & Mather. People who think well, write well.
Woolly minded people write woolly memos, woolly letters and woolly speeches.
Good writing is not a natural gift. You have to learn to write well. Here are 10 hints:
- Read the Roman-Raphaelson book on writing. Read it three times.
- Write the way you talk. Naturally.
- Use short words, short sentences and short paragraphs.
- Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
- Never write more than two pages on any subject.
- Check your quotations.
- Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.
- If it is something important, get a colleague to improve it.
- Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
- If you want ACTION, don’t write. Go and tell the guy what you want.
Great deck on how to build a brand on social. Combining Byron Sharp, Les Binet.
How Adidas is using WhatsApp as a direct marketing channel. Copy-paste from Digiday:
“The brands that get this right will be the ones that understand just how private message platforms are and how privileged they are to be invited in.”
“100% Unfair Predator” campaign. Earlier this month, Adidas opened up a hotline on WhatsApp for people in need of a footballer to cover for unreliable teammates on their team. Adidas-sponsored players were made available for games last week once fans had shared some basic information with the hotline such as the game they need the player for. The company’s marketers would notify fans on the morning of their game if they’re request was successful. The rented players turned up dressed in Adidas’ new Predator20 Mutator footwear.
“Tango Squad” community — a group of young footballers across 15 key cities worldwide who were given exclusive access to new drops before anyone else and were invited to exclusive events. The groups were between 100 and 250 people.