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Ten years ago, a lot of breweries found they could get away with soliciting a friend to design their beer packaging. Not anymore. With so many beers competing for attention on the shelves, standout beer labels have become a critical part of any brewery's marketing strategy.
So which breweries have come up with those really standout designs?
There's a good chance you already have video editing software installed on your computer. For Windows, that's Windows Movie Maker, and for Macs, it's iMovie. But depending on your particular skill set and what it is you're trying to accomplish with your videos, you may find that these options aren't packed with enough features. The good news: There are several free video editing solutions you can download that run the gamut from super simple to Hollywood-level powerful. Use these to start making videos today....
Free images for blogs and marketers. I have collected a bunch of sites that give you free images for commercial use. Check it out regularly as we add sites
Via TechinBiz
In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart. While the previous post kicked off the idea today’s post 1 of 5 Summer Restart is meant to get us down to business. Ready to cover the five steps to restart your marketing plan for the year? QOh, side note – I love summer – I embrace the heat and here in the Midwest the humidity – so since we are talking about restarting your plan as Summer kicks in I thought I would give this entire series a Summer motif. Thus the watermelon in the image above....
It was another intriguing week in online marketing data points, with even more eyebrow-raising mobile numbers than usual. Check out the eight that we found particularly noteworthy:Social TV, gamers and Wonder Woman made the list.
Traditional advertising went after “share of mind”–the idea was to get you to associate a brand with a single idea, a single emotion. Volvo: safety. Jaguar: speed. Coke: happiness. The Economist: success. Bang, bang, bang, went the ads, hammering the same idea into your mind every time you saw one. Advertising briefs evolved to focus the creatives on a single USP and a single message. Tell them we’re the Ultimate Driving Machine. Tell them in a thrilling way. It worked when you saw ads infrequently on television, in a Sunday magazine, or on a billboard on your morning commute. It hasn’t worked online. Audiences have stopped engaging with advertising. Big brands like Pepsi and P&G have slashed investment in Facebook spending. The agencies’ response has been to create new formats of ads that take over a page, dominate our mobiles’ screens, and generally scream at us. And when somebody screams at you for long enough, you put in earplugs and ignore them. Or, in the case of the online world, you install an ad blocker, as much of the U.K. population has now done. Yet there are many brands online that people don’t want to block. We asked over 5,000 people around the world to tell us about the brands whose content they actively sought out, then analyzed what those brands did. The results were surprisingly consistent. Popular brands had multifaceted personalities. They could make you laugh, or cheer, or lean forward and take notes. They’d stopped hammering away at a share of mind, and were expanding to achieve a share of emotion....
“When you tell people you work at National Geographic, you get incredible reactions. It’s revered, trusted, and stands for quality. And, they’ve been at the content game for close to 130 years,” she says. On the other hand, Cress says her role feels more like being at the helm of a one-year old company. “National Geographic Partners is a joint venture between 21st Century Fox and the National Geographic Society. We’re like a well funded startup, working on reinventing and reinvigorating the brand,” she says. But with so much history to rely upon, however, the brand is hardly resting on its laurels. Instead, it’s continuing to push the boundaries of innovation and technology, just like it did back when Alexander Graham Bell was the president of the National Geographic Society. He was the one to make the then-controversial decision to start including photography in the magazine, something that was considered to be a lowbrow, tabloid way to sell magazines....
Think back to the best shopping experience you ever had. Chances are it involved a well-informed and upbeat salesperson who engaged with you, asked about your needs and guided you through the purchase. You left knowing you made the right decision. This kind of conversation-driven sale—high on empathy and knowledge, low on price and haggling—has long been a staple of successful retail loyalty. It focuses on understanding the needs of consumers and delivering an exceptional experience. But in today’s continually upended shopping environment, that conversation between seller and buyer is as likely to take place with an AI-driven bot as it is with a friendly associate. Welcome to the age of conversational commerce. Coined by Chris Messina, the inventor of the hashtag, the term “conversational commerce” refers to the ability of a digital tool to interact with a consumer using natural language. Combining rich interfaces and AI, retail brands are using tools like virtual assistants and chatbots to scale relevant, personal and helpful interactions with their customers. And the timing couldn’t be better for an industry that needs to tip the scale back to providing a great shopping experience....
Colors can affect our feelings and behavior in ways so profound that studies have been conducted on how we can better use them in life, and in society, to “hack” culture. This covers subjects from what colors to wear to a job interview … to the ideal shade for prisons. Because of this odd relationship we have with color, the colors we choose, and what we name them, become meaningful shorthands for much bigger stories. Every year, Pantone selects a “Color of the Year” that thematically puts us on the right track for the next 12 months. We project as much onto Pantone’s choices as the brand seeks to project onto us. (This year’s color was “Greenery.”) With all this in mind, research scientist and neural network geek Janelle Shane decided to see how well artificial intelligence fares at both selecting colors and naming them. A writer at Ars Technica calls her results “the greatest work of artificial intelligence I’ve seen to date.” On Tumblr, Shane describes both the terms of the experiment and its output. “I gave the neural network a list of about 7,700 Sherwin-Williams paint colors along with their RGB values (RGB = red, green, and blue color values),” she writes. “Could the neural network learn to invent new paint colors and give them attractive names?”...
Polar tested different ad formats including image-based content (graphics, image galleries, and slide shows), article-based content, and video-based content. It tested more than 30 pieces of content, with each type tested by a minimum of 1,000 people via desktop, mobile, and both. Among the findings of the study, conducted in March 2017: --Consumer awareness of a brand increased to 69% after engaging with branded content, while purchase intent was 51%. The study also used a control group with no branding. --Incorporating companion display ads next to branded content improved purchase intent by 17% and didn’t have a negative impact on brand perception --Imagery (infographics, image galleries, and slide shows) performed the best among content formats. And notably, video isn’t always needed to tell the story. However, imagery outperformed articles by 11%. "We found that consumers responded a bit more favorably when there was less obvious branding,” Bella said....
For many brands, the substance that’s all the rage with tweens is a recipe for revenue, with the likes of Michaels, Elmer’s and McCormick & Co. all benefiting from the trend.It started quietly last summer, when social media watchers began buzzing about it. Tweens had struck on a recipe for a mucilaginous, stomach-turning substance and were posting videos of themselves playing with it. The slime trend had hit.In fact, slime’s now bigger than ever. Devotees of the glutinous gunk—easy to make by combining glue, water and borax—have posted some 2.8 million images and videos of the stuff on Instagram. Search “slime” on YouTube, and you’ll get 11.9 million results. Which is (mostly) good fun for kids who, to many parents’ delight, have actually found something analog to do. But slime’s biggest impact isn’t on kids at all: It’s on the bottom lines of brands that sell or make the ingredients for it....
The "hub and spoke" model is not a new concept in marketing, either: I'm not the genius who came up with it. I'm just the dude trying to illustrate it and advocate for it using this comparison with the Disney theme parks. The idea has been around for so long because it works: it is a fantastic way to envision our overall marketing strategies and how each component works together to reinforce the central ideas of our businesses. It can help us to ensure we aren't leaving out or neglecting one or more of those components so that we always know that our marketing machine is working at its most efficient....
Luckily, I have the privilege of working on a team of 150+ other marketers who specialize in different functions than I do. And because of that, I was able to curate this list of the top 58 tools every marketer should know about and being using in 2017. I'll make it easy for you. I broke up my list of recommended tools into different sections so you can get a better sense of what tools are available for different functions of the job. At the end, you'll see the whole list of 58 tools that you can skim and bookmark for later....
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We need both art and science in marketing — the “MadMen” and “MathMen.” I think the most compelling campaigns of the future will bring together the greatest creativity and the greatest insight informed by data. But creatives and data scientists can make uneasy bedfellows. It’s one thing to optimize media; it’s another to optimize the creative itself. As marketing increasingly becomes data-driven, how will this impact creativity?...
Brandless, a company which can best be described as an online hybrid of Trader Joe’s and Ikea’s kitchen section, just raised a $35m Series B to be the “Procter & Gamble for millennials.”
Their site launched yesterday, and is already selling everything from colanders to quinoa puffs — all for a flat fee of $3 per item.
And they’re doing it all without a “brand”…or are they?
Fighting the “false narrative” of consumption Created in 2016 by entrepreneur Ido Leffler and Sherpa Capital partner, Tina Sharkey, Brandless has raised almost $50m thus far on the bet that younger consumers don’t care as much about brands as big CPG companies would like investors to believe....
It's all in caps and punctuated with a small maple leaf at the end. And it only took three years to develop. "This is our one-word brand," said Brad Ferguson, president and CEO of the Edmonton Economic Development Corporation, as he presented a picture of the so-called wordmark to city councillors Tuesday. The wordmark is one piece of the redevelopment of Edmonton's overall image, brand and reputation that EEDC has been working on for years. It will be used to promote the city to an international audience. ...
After a decade of Millennial obsession, the marketing world is increasingly buzzing about the next generation around the corner — Generation Z. Studies highlight their buying power of $44 billion, that they’ll be 40% of the population of US, Europe, and BRIC by 2020, and that they are naturally immune to advertising. Agencies are lining up to offer tools and tricks for brands to “engage” with Generation Z. And yet, as with Millennials, I’m not sure how useful these broad-brush generational stereotypes really are. Generations are not monoliths. Can a generation-level insight really help a brand engage with such a large and diverse group of people in a meaningful way?...
2017 marked the fifth year of NewsCred’s annual #ThinkContent Summit. Over the past five years, the event’s theme has reflected the evolution of the digital marketing space. In 2015, the theme was “Creativity, Technology + The Future of Storytelling.” In 2016, it was “Convergence: The New Marketing Imperative.” When I looked at this year’s theme, its proclamation was even bigger and bolder than years past: “The Marketing Revolution.”Not only was this theme different in the scale of its claim, but it begged the question of what, exactly, made this year a revolution? After listening to the speakers at the event and diving more deeply into the current state of marketing, it was clear that we are in the midst of a marketing revolution....
Long before the Internet and direct-to-consumer advertising, the medical profession tried to reassure people about their health concerns. Remember “take two aspirins and call me in the morning?” Flash forward to today’s online “symptom checkers.” They are quizzes to see if someone has a certain disease and exhortations to see their doctor even if they feel fine. Once drug makers discovered that health fears and even hypochondria sell drugs, there seems to be no end to the new diseases, symptoms and risks people need to worry about. In fact, since drug ads began on TV, Americans take so many drugs it inspires satirical T-shirts like the one that says: “I take aspirin for the headache caused by the Zyrtec I take for the hay fever I got from Relenza for the uneasy stomach from the Ritalin I take for the short attention span caused by the Scopoderm I take for the motion sickness I got from the Lomotil I take for the diarrhea caused by the Xenical for the uncontrolled weight gain from the Paxil I take for the anxiety from Zocor I take for my high cholesterol because exercise, a good diet and regular chiropractic care are just too much trouble.” Here are some of the ways ads use fear to keep the public buying drugs....
Effie Worldwide named the most effective marketers in the world, based on the global results of the 2017 Effie Effectiveness Index. Unilever, Vodafone, WPP, BBDO Worldwide, Sancho BBDO and ACG Advertising Agency held the top rankings in the categories of Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively. Now in its seventh year, the Effie Index recognizes the companies that create the most effective marketing communications ideas from around the world, determined by their cumulative success in more than 40 national, regional and global Effie Awards competitions. The 2017 Effie Index is compiled from 3,601 finalists and winning entries from worldwide Effie Awards competitions held between January 1, 2016 and December 31, 2016. Global food and beverage companies continue to dominate the most effective marketer ranking. Unilever jumped one spot to regain the title of Most Effective Marketer, globally, in this year’s rankings. It previously held the top spot from 2012-2014. Nestlé moved up two spots as the second most effective marketer, while Procter & Gamble retained its third place ranking....
In recent years, marketing technology—or simply “mar tech,” in industry parlance—has gone from fledgling to flourishing, growing from a niche that once included a few hundred players to a vast universe of 5,000-plus companies. Their offerings include software for social media, email, search engine optimization, e-retail targeting, video, consumer rewards, campaign measurement and creative workflow, just to name a few. But behind all this magical cognitive content are brilliant, forward-thinking women and men who are rapidly reimagining marketing and advertising technology (since major cloud players are increasingly blurring the line), pitching a new world order where CRM and digital ads work hand in hand. Here, Adweek salutes the leading figures and trailblazers in the burgeoning field of mar tech....
When I discovered these two facts, I was shocked. 44% of salespeople give up after one follow-up. 80% of sales require five follow-ups. In other words, 44% of salespeople aren't putting in 1/5 of the effort needed to close the deal. Too often we give up after one follow-up email, despite data proving that multiple follow-ups are required. Yet persistence is only one lesson that can be learned from the following 107 sales statistics. There are countless others to be revealed. Check out this SlideShare to sell smarter, stop wasting time on useless tasks, and start closing more deals in less time:...
A recent press release from the Acme Hotel Co. in River North, Chicago, included these phrases: Snapchat Spectacles, Amazon Echo, ESP Guitar, DIY cocktail. Yes, it may be time to provide a translating service for hoteliers trying to keep up with speeding changes related to technology and demographics. This hotel, whose website says it’s targeted at the “tragically hip,” offers Snapchat Spectacles at the front desk on a first-come, first-served basis. The glasses have a button on them which, when pressed, will create a 10-second video “snap” that is wirelessly uploaded to the memories page of a personal Snapchat, readied to be posted for friends and family to see. Of course, the in-room Amazon Echo — one of those personal digital “assistants” now rampant among the tech savvy — can help guests decide where to go in town to get the best videos. The DIY (do-it-yourself) cocktails can be created with an in-room kit that costs $18, makes two drinks “and the shaker is yours.”...
Science plays a key role in marketing, especially the science of psychology. We have written about the 15 psychological principles in marketing and studied seven social media psychological research. This time, we’d love to dive deeper into one of the most powerful and prominent psychological phenomena…Social proof. The use of social proof can be found in many areas of both offline and online marketing. In this post, we’ll focus on the use of social proof on social media to boost your marketing effectiveness....
For efficient marketing, we need instruments. With hundreds of them available, we try dozens and opt for the best. But how to choose the best without money to burn, especially when it appears that most instruments digital marketers need for work are free?
Here’s our list of over 40 useful, multifunctional, and free mobile apps for marketers. Chances are you’ve heard of them, but you probably haven’t tried all of them. It’s a high time to name leaders and choose those best suited for your marketing goals.
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Nothing like the tasty design of beer labels.