Marketing plan

The 14 (or 11) tips for a marketing plan by Mark Ritson.

Social commerce

Shopping Made Social – How brands should be approaching Social Commerce in 2021.

1) Build social commerce content with your community: in China, social commerce is responsible for 30% of ecommerce (in the US 3%)
2) Drive cult products on the right platforms: partner and hook up with community content
3) Augmented Reality: bridging the gap between entertainment and shopping

Story Brand

How to get to the story of your brand? 7 simple steps. See the picture below.

Summarize this in a oneliner. Note from great video by Donald Miller https://www.youtube.com/watch?v=HFergI0UOAs

  1. identity your customers’ problem. open with their problem, not with yourself. what is their problem you are going to solve?
    ‘most business struggle with… ”you know a lot of people ….’
    be specific, do not be vague, no jargon. do keep it simple and to the point
    make sure it is a pain point ‘that’s me, I have that’
    soundbite: make it shore

Most businesses struggle to talk about what they offer, …
Pet owners are concerned about what their pets are really eating, …
Most people can’t get their head around their future, …
Nobody likes to haggle with a car salesman, …

  1. explain your plan to help them. here is what we do that solves your problem. ‘I help them… ‘ ‘ we have he product’
    make it feel like a new idea
    make it understandable
    make it brief

… we have a process that helps them clarify their message, …
… so we source our pet food from trusted, local vendors, …
… so we created a financial map that puts all your info on a weekly dashboard, …
… so we removed the salesman entirely. you can choose and test drive a car hassle-free, …

  1. successful ending to the story. happy ending
    make it the ‘controlling idea’ of your business. the motivator of the company
    make it about the benefit, make it tangible
    makke it something they want
    make it brief

… so their companies start growing again.
… which ensures your pet stays happy and healthy.
… giving your peace of mind about your finances.
… so you have a peaceful experience getting the car you want.

MEMORIZE IT, follow by a call to action.

Practice with strangers, tell them your oneliner and ask them what they think you do.

Source: storybrand.com

Don’t post all at once

4 reasons to NOT post to all your social media channels at once

  1. Audiences are active on different channels at different times
  2. You’re posting for different audiences
  3. You’ll avoid content fatigue
  4. It looks unprofessional

Les Binet on COVID-19

Must read for marketeers

The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
In this article, Les Binet (Head of Effectiveness, adam&eveDDB) explores:

  • How businesses should focus on doing what is most helpful and in the public interest, rather than focusing on making money in the short term
  • What brands could do to help “The War Effort”, how a brand behaves may have a bigger effect on brand perceptions than advertising
  • Whether direct response advertising can also play an important functional role
  • Opportunities for some big, emotional, morale-boosting advertising, without looking opportunistic and self-serving

Moldy Burger: 5 lessons

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.

Yes, we do.

As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”

Adidas brand building

Great read! why adidas shifts its digital comms strategy… “4 yrs ago its #attribution modeling was based on last-click and it didn’t do any #brandtracking. It also focused on #efficiency over #effectiveness, leading it to look at specific KPIs and how to reduce their cost rather than what was in the best interests of its brands.”

“Adidas introduced a new campaign framework with emotional, brand-driving activity at the centre. This was an attempt to connect with consumers around major campaigns three or four times a year, while at the same time Adidas ran advertising with a rational message.”

SEO organic ranking

Key takeaways:

“Most of our content wasn’t really helping us reach the goals we wanted to achieve. We analyzed 70 pieces of content with the help of just seo over the span of two years and discovered that only about 16% of those articles were responsible for generating 84% of our leads. Not great.”

Organic search presented the best long-term opportunity for growth. Our sales from organic search traffic were three times higher than the previous year, and we weren’t even applying an SEO strategy. “

  1. We developed pillar pages.
    Pillar pages are pages on your site that serve as a content hub for a particular topic (or keyword) that you want your company to rank for in search engines. Instead of churning out a ton of content, we opted for quality over quantity.
  2. We optimized our existing on-site content.
    We identified other pages on our site that contained content that was similar to or overlapped with our pillar pages and redirected them to the relevant pillar page so that they didn’t compete with one another for rankings. Also, we took a hard look at our other pieces of blog content to determine whether we should update them.

All about influencers

All news, updates, and insights on influencers and influencer marketing by IMA.

https://imagency.com/news/influencer-marketing-perception-insights/

OKR

Simple, transparent and works like magic.

A simple goal setting system and to keep track of your progress is to use the ‘Objective and Key Results’ [OKR] methodology. It describes the brands ’what we think is important and why this is important’ plus the ‘how do we get there’ meanwhile smashing departmental silos. 

This quite blew my mind when reading the book. N=1, I never heard about this before and this feels like the best-kept secret of tracking progress. From my own experience implemented in two major projects for the Olympics and this book, it works like magic to keep track and be accountable. 

I like it because of its simplicity, transparency, openness and no-nonsense approach. It gives a tangible measurable direction with accountability and clarity. As all is written down, openly communicated and available for all employees in the company, everyone knows what everyone else is doing and can help each other. 

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