La Voz Marketing

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.

 

 

A Lesson Learned from the Guy Having Coffee With all of His Facebook friends

Coffee Meeting

Matt Kulesza has 1,088 Facebook friends.  When he was skimming through his Facebook friends to delete people he does not talk to or know, he came up with an idea that has transformed into an approximate three year project and popular blog.  Matt has embarked on a journey to meet up for coffee with all 1,088 Facebook friends.  Without intentionally trying to, Matt has reminded us the importance of connecting with others in-person.  Social media and emails are important, but good public relations professionals do not hide behind the computer.  An in-person get together provides an opportunity to learn about each other on a personal and professional level.  The influencer might share with you several story ideas he/she is working on or you may spark an idea for a future story.  The influencer might utilize your brand’s thought leader for a story, after hearing about his/her impact in the industry.  Relationships are sacred and are best built in-person.  Keeping up with a person online is beneficial, but nothing can replace that in-person connection.

Check out Matt Kulesza’s efforts on his blog, 1000+ Coffees.

 

 

The Future of Marketing and Public Relations

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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.

OC/PRSA 10th Annual Diversity Forum

DIVERSITY_10_Anniversary2-e1405743367778-300x282Last week we attended the OC/PRSA 10th Annual Diversity Forum, hosted by the OC/PRSA Diversity committee. At this luncheon, approximately 40 public relations, marketing and journalism practitioners listened to leading diversity practitioners share information about the progress made and what can be done to improve diversity in the workplace and the marketplace.

Moderator Richard Chang of the OC Register kicked off the discussion with Orange County Census statistics and shared that Orange County is a “majority minority city”.  Chang said public relations practitioners, journalists and marketers share something in common: “We are all trying to reach audiences.” He also stressed that we must be “very thoughtful on who we are trying to reach.”

Joe Keenan of MWW began his presentation by sharing the differences of traditional and current marketing strategies to the LGBT community.  Ads that would not have been created in years past are now running and reflect the New America.  Blurred lines exist in marketing to this coveted audience.

Lynn Jolliffe of Ingram Micro showcased how the company’s diversity objectives and strategies have increased diversity within the company.  Diversity is a component of the company’s corporate social responsibility and the company is attracting top talent because of it.  Lynn Jolliffe’s work at Ingram Micro provides an excellent model for other companies who are looking to increase their diversity.

Anne Dean, APR of Education Management Corporation, introduced statistics that will comprise 2020’s workforce and indicate the racial ethnic diversity in America.  Although racial ethnic diversity is on the rise, progress is limited for Hispanics and African Americans due to a lack of resources and lowered standards in education.  Dean stated that education drives diversity in professions and encouraged listeners to donate or offer resources to organizations that promote education equality.

La Voz Marketing congratulates the OC/PRSA Diversity Committee on its 10th anniversary and its success in the PRSA community.  We look forward to attending the next OC/PRSA diversity event.  For more information about OC/PRSA diversity events, visit http://www.ocprsa.org/programs-events/diversity/.

 

Why Companies Should Invest in Sponsored Posts on Social Media

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According to comSource’s whitepaper, “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing”, brands reach approximately 16% of fans with an organic post.  According to Twitter, brands who tweet two or three times a day can reach approximately 30% of their followers in a given week.  By sponsoring Facebook posts and promoting tweets, businesses can reach a larger audience and ensure their posts are seen by all of their followers.  Businesses can also choose the demographic they want to reach and set a budget based on their needs.

La Voz Marketing recommends sponsoring your posts or tweets based on your business goals and the campaign you are running.  As part of this, however, you want to make sure that the sponsored posts and tweets tell the brand story with a call to action that engages your audience.  An Adaptly and Facebook study confirmed that brands who told their brand story first, before prompting a call to action post, were more likely to have increased views on their landing page and and a larger increase in sales.

For more information about paid social media posts and how to develop a social media strategy, contact us at info@lavozmarketing.com.

 

Media Relations Tips For Any Sized Business

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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.

 

What are you waiting for? Develop a Connection with Hispanic Millennials.

Hispanic Millennials

Brands should invest marketing dollars in Hispanic Millennials.   A Telemundo Case Study called “Who is the New America” reveals that there are 50 million Hispanics in the United States that possess $1 trillion of disposable income in total.  They outspend Non-Hispanics in electronics, clothing, beauty products, CDs, and groceries.  Latino Millennials currently make up 46% of the Hispanic population and are members of the fastest growing demographic in the United States.

To connect with the Hispanic millennial, brands must understand how they like to communicate and their passion points. Approximately 64% of the Latino youth are Spanish dominant/bilingual and connect emotionally with Spanish or ‘Spanglish” messaging.  A Nielsen, Univision Communications and Starcom Media Vest Group study, “The Bilingual Brain”, found Spanish Ads to be more effective in driving emotional engagement and memory activation than their English counterparts.  The Hispanic millennials in the study were more engaged with a Spanglish Ad following English programming in comparison to Spanglish ads following Spanish programming.

When creating brand messaging, marketers need to look beyond simply translating an English message.  Instead, they should focus on the fact that historical context and cognitive abilities play an influential role in how Hispanics perceive an advertisement.

LVM provides insight to its clients on the Hispanic millennial ‘voz’ or voice and helps them identify brand-specific passion points that will engage this growing audience.  Through experience, we know that Hispanic millennials are receptive to brand messaging when communicated in the right way.

The Importance of Shopping Local

Independent Retailers Month

 

 

 

 

 

Independent retailers in several countries continue to celebrate Independent Retailer Month.  Also known as ‘mom and pop’ shops, independent retailers encourage consumers to shop local through various in-store and online promotions.  They also educate consumers on how local shopping impacts the economy.  According to the American Express Open Independent Retailer Index, nearly half of the total retail sales in the U.S. come from independent businesses.  When a consumer spends a dollar at a locally owned store, it is spent six to 15 times before it leaves the community (reports the Independent Retailer Month).  LVM encourages consumers and business owners to support their local businesses year round.

Here are some social media marketing tips for local businesses who want to promote Independent Retailer Month.

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– Share statistics with your social media followers about shopping local and its effects on the economy

– Create a Check-In offer on Yelp

– Spread the love and showcase your favorite local retailers

– Connect with Independent Retail Month’s Facebook and Twitter accounts and join the conversation with the official hashtags: #indieretailusa and #shopindieretail

-Check out Independent Retailer Month’s Idea Bank for more ideas

LVM is excited to showcase some of its favorite independent retailers in the area:

– LVM’s Favorite Independent ‘Fashion Retailer’ – Bardot in Newport Beach.  Inspired by Brigitte Bardot, whose quintessential seaside style made her a fashion icon, Bardot of Newport Beach brings the latest in fun, flirty, and feminine fashion for the Bardot girl in all of us.

– LVM’s Favorite Independent ‘Wine Retailer’ – Hi-Time Wine Cellars in Costa Mesa. Since 1957, this boutique wine cellar has served Orange County with the best in California, French and world wines and always offers the best selection of wines from the beloved country of Argentina.

– LVM’s Favorite Independent ‘Family-Owned Retailer’ – Custom Comfort Mattress in Orange.  This family-owned company values the art of upholstery and designs/creates each mattress in its workshop.  After a long work day, you will appreciate an ‘honest, genuine piece of American craftsmanship that affords you a good night’s sleep!

– LVM’s Favorite Independent ‘Mercantile & Culinary Retailer’ – Fleur de Lys in Costa Mesa.  Fleur de Lys showcases a hand picked selection of items that cater to your home and lifestyle.  This is our ‘go-to’ shop for gifts for all occasions!

Next time you shop, we hope you will support (or continue to support) an independent retailer in your area!

 

Additional sources:

http://www.forbes.com/sites/nicoleleinbachreyhle/2014/07/03/celebrating-independent-retailers-their-strong-future/

http://www.pcr-online.biz/news/read/independent-retailer-month-aims-to-boost-local-businesses/034299

 

 

Our Favorite Marketing Moments of the World Cup

Facebook announced that the World Cup has generated more than one billion interactions, making it the largest event in Facebook history.  On top of this, Twitter users have sent 300 million World Cup related tweets. As World Cup fans are utilizing social media to share their favorite moments throughout the games, brands are monitoring the World Cup closely and aligning their content strategy with it.  Since the World Cup is coming to an end this Sunday (sadly), we want to share our three favorite marketing moments of the World Cup.

3. Aeroméxico’s Tweet after the Netherlands vs. Mexico game

We appreciate how Aeroméxico was positive and supportive to its national team, despite its loss to Netherlands.  This tweet roughly translates to, “Thanks for a great championship. We are proud and look forward to having you home.”  To date, this tweet has 7.5 thousand retweets and 6.5 thousand favorites.

Aeromexico tweet

 

 

 

 

 

 

 

 

 

 

2. Adidas’ @Brazuca Twitter Handle

On December 3, 2013, Brazuca, the official game ball of the FIFA World Cup introduced itself with this tweet.

Brazuca intro tweet

 

 

 

 

 

 

 

 

 

 

To date, Brazuca has 2.69 million followers and has generated 546 witty tweets in English and Portuguese.  He shares with his followers how #ballin he is.  One of his tweets boasts about scoring the most goals at the World Cup; another says that he wears Pharrell’s hat better than Pharrell himself.

Brazuca 100th goal tweet

 

 

 

 

brazuca and pharrell

 

 

 

 

 

 

 

 

 

The @brazuca Twitter handle currently has more followers than the official @Adidasfootball handle and they both utilize different campaign strategies.  The @brazuca Twitter adds personality to the games and to the Adidas brand.

1. Nike’s ‘Risk Everything, Campaign

Since Adidas is the official sponsor of the World Cup games, Nike was tasked with developing a creative campaign without mentioning the World Cup.  The 372 million views campaign, ‘Risk Everything’, combines the World Cup storyline, product placement and influencers in an effective and clever manner.  According to Nike, this campaign has proved to be the brand’s most social and mobile campaign with 22 million campaign engagements to date.  At the moment, the hashtag #riskeverything has been used 650,000 times on social media and The Last Game Facebook post is one of the most shared Facebook posts.  Nike will be releasing its mobile soccer application tomorrow and users can use its ‘Risk Everything’ microsite to buy their favorite Nike gear.

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We wish the remaining teams the best of luck in their quest to win the World Cup.  We cannot wait to engage with you on social media this Sunday during the World Cup final.

 

Sources:

http://mashable.com/2014/06/27/world-cup-numbers/

http://mashable.com/2014/06/30/world-cup-facebook/

http://www.forbes.com/sites/markfidelman/2014/07/01/nike-is-dominating-the-world-cup-heres-why/