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
WARC Guide to Marketing in a Recession
Part of our WARC Guide to Marketing in the COVID-19 Recession
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
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”
5 Lessons Burger King Learned From the Moldy Whopper – Adweek
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.”
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.”
Adidas: We over-invested in digital advertising
Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.
“Most of our content wasn’t really helping us reach the goals we wanted to achieve. We analyzed 70 pieces of content 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. “
- 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.
- 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.
The SEO Experiment That Improved Influence & Co.’s Rankings
To see your content rank higher in search engines, try taking a page out of our book by performing this SEO experiment.
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Five Ways To Create Effective Conversion-Driven Influencer Campaigns
Conversion-driven campaigns can take your influencer marketing strategy to the next level.
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.
The TED Talk | Measure What Matters
John shares his take on what makes the difference between success and failure. Telling stories of ambitious leaders and teams, John’s keen observations and insights bring light to an oft overlooked aspect of dreaming big.
Long, super interesting read on how brands need to shift and use cultural insights to become relevant. Must read for all strategists and marketers.
Branding in the Age of Social Media
A better alternative to branded content
Thanks to Anneke Schogt [IMA] for sharing
Read also: http://fleurwillemijn.com/insights-for-strategy/ on how Levi’s uses insight for explosive growth and how Jamie Oliver fails based on insights.
Why you still suck at your help content and ain’t got your sh*t in place. I absolutely second that, thnx Mark Schoones.
“But where is the hygiene-content? The factual stuff. The basics. The answers to the questions consumers truly have? That information is often hidden on hideous service pages or user-unfriendly PDF-esque manuals. Why?”
“Finding the answer to that question isn’t that hard. See; traditionally marketers aren’t used to answering exact consumer questions. That was always a customer service thing. And Mister Customer Service doesn’t tend to have the same deep pockets Mister Marketing has. And so consumers are condemned to cheap ugly ass product descriptions and coma-inducing FAQ-pages.”
“Pity. Because answering existing questions in a consumer-friendly manner pushes basically every single KPI-button a marketer could aim for. The Samsung-campaign Android & You, a campaign launched three years (!!!) ago in the Netherlands, proved to increase NPS-scores, purchase intent ánd brand consideration. Just by offering answers to existing consumer questions. Transforming customer service into a branding tool. And decreasing the number of incoming service calls at the same time. Win-win.”
“So, how do you start? Simple. Just find out which questions your target audience has. Tinker with the Google-machine, ask your customer service department, look at user behavior on your website. Construct and test the perfect answers. In video. In written form. Whatever works best. And publish. This approach will work. Whether you sell phones, send packagesor fly blue airplanes.”
“And before the Byron Sharp brigade starts off a collective rant in the comments; I’m not claiming awareness-fueling hero-content is obsolete. But there’s something valuable lying on the bottom of the pyramid. Let’s not forget that. Because sometimes satisfying your customer is as easy as just answering a question.”
Dare to be different and stand out.
“First, prioritise being noticed above other goals. If you fail there, everything else is academic.
Second, apply the findings of von Restorff, who 80 years ago discovered that the best way to be noticed is to be distinctive. Despite this finding being well established in psychology, much advertising slavishly abides by category conventions. That mimicry comes at a cost.”
The ‘safest’ ads are at greatest risk of going unnoticed
Marketers, like all humans, believe everyone is as interested in their work as they are, leading to ads that fall at the first hurdle by taking it for granted that they will be noticed.
“Last June, The Times used eight freelancers and tagging tech over three months to segment 1,000 articles from the previous 17 months. Each article was tagged with 16 different pieces of metadata, included criteria like the content tone, the headline type, the article format and geography. These tags were plotted against 10 metrics that show engagement, such as pageviews, time on page, whether someone has commented, saving, sharing, whether the reader is registered or a subscriber. That information has then been used to dictate content strategy.”
“For example, over the last few months, The Times has published 15% fewer stories on the online Home News section after learning that news with no additional or exclusive content underperforms.”
“The social team has since gotten more strategic with promoting stories on Facebook based on the tone or headlines that would do well at driving referral traffic. Evans wrongly assumed that headlines typically drawing people in would drive more referral traffic.”
How The Times of London increased digital subscribers 19% in a year – Digiday
The Times has undertaken a year-long project understanding how decisions editors make impact the reader, in order to drive retention.