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How Digital Television can Benefit Your Brand

Digital TV

 

A Nielsen report, Shifts in Viewing: The Cross Platform Report Q2 2014, reported an undeniable shift in television viewing habits amongst American consumers.  Although viewership on traditional television is reporting a decrease, the consumption of multimedia content continues to rise.  Millennials, generation x and baby boomers alike are increasing their viewing time on digital devices.  Digital viewership has also increased by two percent among Hispanics, eight percent among Blacks and ten percent among Asians.  This shift in television viewing habits gives brands a unique opportunity to connect with consumers on multiple platforms.

Digital advertising gives brands the ability to direct consumers to its landing page from an ad.   Brands can also engage in pop culture conversations online and share video links on online platforms.  For example, DiGiorno Pizza’s witty tweets during NBC’s Sound of Music Live garnered the brand publicity in a way unheard of over five years ago. Also, brands can create their own digital television programs for their audience’s enjoyment.  Chipotle developed a web series, Farmed and Dangerous, which stresses the importance of Chipotle’s stance on food safety and sustainable farming without placing a burrito in the show.  Denny’s recently launched a web series, “The Grand Slams” which will feature its favorite breakfast items and their stories.  According to Restaurant News, “the series targets millennials designed for viral social media play.”  Just like social media, brands that are innovators and early adopters in the digital television space will reap the benefits in the future.

 

 

The Future of Marketing and Public Relations

future image

 

In a recent Fast Company article, Jarone Ashkenazi discusses the future of public relations and its changing landscape in today’s business world.  Prior to the internet, public relations used to operate under the filter down theory and public relations practitioners relied on traditional media to get the word out.  In today’s world, public relations, marketing and social media are interdependent on each other and a brand and its audience communicate in a dialogue.   Although the storytelling aspect remains the same, measuring the tactics’ effects on sales and marketing goals is more critical than measuring impressions solely.

The future of public relations and marketing will have a huge effect on a brand if practitioners do not adapt to today’s business world.  In line with the article, La Voz Marketing recommends the following tactics to help your brand adapt to the future of marketing and public relations:

  • Write your brand’s story

Many brands have the opportunity to share their story through various online channels such as websites, blogs and social media.  Although engaging influencers and pitching news outlets is still important, you do not have to wait for someone else to share your story.  A google search that directs consumers to a problem-solving product that your brand offers will drive conversions.

  • Monitor all of your brand’s conversations online and offline

Listen to the conversations your audience is having about your brand.  You will learn about the positive aspects and things you need to improve.  A crisis can be avoided by simply listening.  Monitoring the conversations may also lead to a potential story idea for your brand’s blog and influencers.

  • Join your audience on new social networks

If your audience is active on a new social network, your brand should join the conversation.  It will help your brand in the long run.  However, we do not recommend for that you join every new social network.

  • Provide an opportunity for your audience to collaborate on content creation

A collaborative effort of content creation will engage your consumers and allow them to become a part of your brand.  For example, Doritos created the $1M Doritos Super Bowl ad contest which encouraged consumers to create a Doritos ad for the opportunity to be shown at the Super Bowl.  Besides impressing the Doritos execs, the $1M Doritos Super Bowl ad was chosen by the general public.

  • Demonstrate your brand’s value to your audience

At the end of the day, your brand must demonstrate value to your consumers.  People are utilizing and will continue to purchase your product if it’s value is demonstrated consistently.  When brand trust is proven, consumers will recommend your product to others.

Ways to Advocate During Fair Trade Month

fair trade logoAccording to the Fair Trade USA website, the purchase of fair trade products ensures quality products and a safe work environment for workers.  Purchasing fair trade products also keeps children in school and builds sustainable communities.   Fair Trade month occurs every October and it aims to raise awareness about the benefits of purchasing fair trade products.  Although there are many different types of fair trade products consumers can purchase, they are not readily available at many stores and establishments.

If your brand aligns with the values of Fair Trade, here are some ways that you can advocate during Fair Trade Month:

  • Educate yourself about Fair Trade products.  We recommend looking at the Fair Trade USA website to learn more.
  • Buy Fair Trade Products.  You can purchase fair trade apparel, chocolate, coffee, fruit and more.  All fair trade items are marked with the official fair trade logo.  We recommend Orange County coffee lovers to purchase their next cup at The Lost Bean. Also, a list of fair trade products can be found here.
  • Ask companies for fair trade products.  Talk to a manager or fill out a comment card asking for fair trade products at the store.
  • Participate in a campaign near you.  You can utilize this website to find a campaign nearby.
  • Follow Fair Trade USA on Facebook, Twitter and Instagram.  You can also join the conversation on social media by utilizing #fairtrademonth.

How to Engage your Consumers in Brand Storytelling

Storytelling

An Adaptly and Facebook study, called ‘The Science of Social Media Advertising’, found that campaigns that told a brand story before asking people to buy something were more effective.  The social media advertising technology firm noticed an 87% increase in people visiting the landing page and a 56% increase in subscription rates among the people exposed to the sequenced ads.

Since Adaptly and Facebook have reaffirmed the importance of storytelling in social media advertising, brands may wonder what is an engaging way to share its story.  LVM recommends structuring your story with a plot that is found throughout literature and all cultures.  Listed below are seven plot lines (and examples) that are found throughout literature, pop culture, and mentioned in the book The Seven Basic Plots by Christopher Booker.

1. Overcoming the Monster:  From David and Goliath to Harry Potter, this plot capitalizes on the story’s hero winning battles against dominant, more powerful characters.  It truly is the underdog story.

2. Rebirth:  A plot featuring second chances and renewal, characters receive a new beginning and learn from the past.  In the Disney classic Beauty and the Beast, the Beast receives his rebirth through Belle’s love and kiss.

3. Quest:  The main characters strive to reach from point A to point B and face obstacles along the way.  Monty Python and the Holy Grail best demonstrates this plot in a humorous way.

4. Journey and Return:  After the main character travels to a distant land and returns home, he or she will undergo a transformation of self-discovery.  Many people watched Dorothy undergo a transformation in the Wizard of Oz as she traveled Oz with her new friends and Toto.

5. Rags to Riches: As the struggle of poverty inspires hard work, the character manifests riches of wealth and prosperity.  Many fiction stories feature this plot line including Disney’s Cinderella.

6. Tragedy: Shakespeare is best known for telling the stories of humanity’s dark side and the vanity.  Stories such as Romeo and Juliet highlight the emotion and tragedy while telling an important message.

7. Comedy:  Everybody loves stories that make them laugh and showcase unusual solutions to solve a problem.

If you are interested in learning how brands have utilized these plots in their storytelling, LVM recommends you read this post in Ad Week. By telling your brand story with one of the plots listed above, you will identify an emotional trigger within your audience and turn them into buyers.

Media Relations Tips For Any Sized Business

journalist

Media relations is beneficial for any business, no matter its size.  Journalists are always looking for story ideas that will benefit their readers and media placements can help showcase your business as an expert or resource.  Below are media relations tips for businesses that are looking to increase their awareness.

1) Monitor the News.  By reading or watching the news, you become aware of topics that journalists like to cover.  In addition, you may spot an opportunity to newsjack or insert a company opinion about a trending topic.  Google Alerts allow consumers to receive news alerts based on their chosen keyword and Google Trends showcases the latest searched topics.  These tools keep you proactive in finding a story to pitch.

2) Pitch a story idea based on a timely event of public interest.  If you track upcoming events or holidays occurring in your community, your business may find an opportunity to pitch a relevant story idea.  For example, around mid-August and early September, many back to school stories appear on the news.  If your company relates to this season, you can integrate your company in a back to school story idea.

3) Be the Journalist’s Assistant.  After the journalist confirms his or her interest in writing the story, assist the journalist by providing the information he or she needs and coordinating the interviews.  A journalist will remember the work you put in to help the story get published.

4) Show Gratitude. Thank the journalist for the story.  Let him/her know that you appreciate his or her work.  Gratitude goes a long way and journalists will remember you the next time you pitch a story.

 

Determining your Social Media Strategy – What Will Work for your Business?

socialmedia4Social Media is a part of everyday life. Utilizing it for your business can be extremely worthwhile; yet deciding which network can benefit your business or organization, and how to use it most effectively, can be daunting. It is important to choose carefully.

An article published by the International Association of Business Communication, (IABC), clearly lays out the four major social networks and how they are best used. These general guidelines are a great resource for businesses seeking ways to improve their online presence.

Facebook – Being the most widely used social network, Facebook is an ideal platform for most businesses. The main factor in how businesses leverage Facebook is content. A B2B company should focus on becoming a resource for both professionals in their field and current and prospective customers. This involves posting timely and useful articles that pertain to target markets and topics that will interest and engage employees within the targeted fields. Smaller, local companies and B2C companies can do well by posting coupons, new products, or tips for using their products on Facebook.

Twitter – The micro-blogging platform, that entails much more frequent posting, is usually a better resource for B2C and B2B companies that aren’t strictly local. Maintaining a company Twitter account requires assigning an employee (or group of employees, for larger organizations) to monitor what users are tweeting about the brand. Those responsible must also be actively answering questions, providing customer support, and sharing content and information about an organization’s products and services. The main objective is to continuously participate in discussions about one’s given industry.

LinkedIn – Primarily a personal networking tool, utilizing LinkedIn as a company is more about leveraging individual employee profiles than continuously working on your organization’s page. It is important to update the company’s profile and to have employees share company blog posts, new product or service announcements, and occasional articles relevant to the industry on their personal pages. Generally, employees should be left to manage their own LinkedIn accounts, while of course keeping in mind that they represent the company.

Pinterest – Pinterest, a photo-sharing network, has experienced explosive growth since its start. However, the sector of organizations that should have a Pinterest profile remains relatively small. As a general rule, e-commerce companies will benefit greatly from having a Pinterest profile and “pinning” their products onto separate but relevant boards. Many B2B companies and blogs find this strategy successful as well. The main goal is to find balance between pinning company products, while also being a creative inspiration to others.

At La Voz Marketing, Social Media is one of our specialties! Let us enable your company to authentically participate in the social conversation by developing a customized social media strategy for you and developing a meaningful, social relationship with your target audience.