5 of the Most Effective PR Campaigns of 2014

Posted by Tom Shapiro in Social Media Video Word of Mouth on August 21st, 2014 at 4:53 am

PR has the power to extend your reach, engage members of your target audience and create strong connections to your brand. To that end, here are 5 exemplary PR campaigns of 2014, each one bold, brilliant and unforgettable.

1. ALS Ice Bucket Challenge

By now you’ve seen countless individuals dumping a bucket of ice over their heads in support of ALS, including celebrities such as Bill Gates, Taylor Swift and Oprah Winfrey. Apart from the silliness, the “ALS Ice Bucket Challenge” has been serious business. The ALS Association, a national non-profit organization fighting Lou Gehrig’s disease, received $31.5 million in donations between July 29 and August 20 compared to $1.9 million during the same period last year.

That’s one heck of a successful PR campaign! And one heck of a great cause!

2. Most Shocking Second a Day Video

The Save the Children “Most Shocking Second a Day” video is almost too overwhelming to sit through. To raise awareness of the plight of children impacted by the war in Syria, it uses the popular one-second-per-day video format, taking you through the life of one girl’s happy childhood slowly and surreptitiously being...

Why Innovation Isn't Always Positive

Posted by Chris Arens in Opinions on August 20th, 2014 at 4:04 pm

I'm sure most of you have heard that there are two sides to every story, or that for every positive there is a negative. For some of you who enjoy pontificating on paradoxical challenges such as these you might have surmised that our entire world is made up of opposing forces. Think about it a battery has a positive and negative side, volume up (+) volume down (-), temperature (I mean why is Kelvin not just "0" rather than -273.15 degrees?), and even basic numbers have a positive and negative attribute. Lastly, the Earth is controlled by two magnetic fields playing off of each other creating Poles (i.e. polar opposites). So given this dynamic and ever-present relationship with one another, I've come to realize that for everything in our world there is a seemingly positive and negative state - One man's heaven is another's hell!

Recently, I've been studying up on human behavior, and really all of us in the advertising and marketing world should always be brushing up on this subject matter. Through my studies though, I've found that our brains are attuned to creating efficiencies in our everyday lives. It's how we can go from a band of...

The loss of loyalty and the birth of premium content experiences

Posted by Richie Hyden in Opinions on August 20th, 2014 at 10:00 am

The explosive growth in digital video consumption is no surprise, as brands are allocating more of their budget and adapting campaigns targeted toward video. Along with breaking streaming records, the 2014 World Cup showed us how effective creative brand video advertising can be. Nike, who was not the official sponsor, set records with its World Cup branded video campaign, which had nearly 259 million True Reach views. This was 2.5 times that of Adidas, the official World Cup sponsor. Brands will and should adopt similar strategies. But while delivering millions of impressions is great, especially around major international events, most of those do not come close to achieving the reach and frequency of the desired target audience.

Innovation in technology and data science are helping advertisers and publishers navigate through the Rube Goldberg contraption that is the digital video ecosystem, but the question still remains: How do you reach target consumers and cultivate loyalty when your audience is fragmented and scattered?

This is a cross demographic challenge, but it’s especially acute within the Millennial generation. Millennials are leading the race in online and mobile consumption, views per session, short-form consumption and preference of digital over TV. While...

The Value of Sales Experience in Marketing

Posted by Benjamin Taylor in Opinions Social Media Targeting on August 20th, 2014 at 9:28 am

Some of the most effective marketing strategies look a lot more like sales than anything else.  In its essence, lead generation on the internet is mostly about targeting relevant users, and then moving large volumes of that traffic through your client’s website. Now you can do that by making catchy infographics and spending a few hundred thousand dollars on advertising on the Forbes website, but a different approach can yield similar results at lower cost.

Targeting influencers on social media, youtube, bloggers, or the press, can be very effective, and even free. To be successful at it, you need to have a decent value proposition. If you are the solution that they are looking for, their advocate, then they will be happy to spread the word around about you to the exact right people.

Now, what if your client isn’t that type of business? Well, that’s up to you to fix. Take this article I found, for example. Pill peddling websites are among the lowest of the low. The three P’s(Pills, Poker, and Porn) are infamous for their awful marketing and generally enjoy a reputation as the links you should never click on. These...

Canada Anti-Spam Law (CASL): Why Text Message Marketing is Much Safer than E-Mail Marketing

Posted by Bob Bentz in Wireless on August 19th, 2014 at 10:37 am

Marketing in Canada sure changed on Canada Day (July 1, 2014) this year.  That’s when the new Canada Anti-Spam Law (CASL) went into effect.

CASL provides one of the strictest anti-spam regulations in the world and it’s clearly designed to drive spammers out of Canada.  And, if you think you’re exempt just because your company is headquartered in the States, think again.  Canadian regulatory agencies are working closely with US regulators like the Federal Trade Commission (FTC) to enforce both CASL and its US version, ironically called the CAN-SPAM Act.

Dealing with CASL

For many years, our mobile marketing agency has been providing text message marketing solutions in Canada through our website.  And, in checking the CASL rules, SMS marketing is subject to the same stringent restrictions as email marketing is.

Not only that, but we sell a lot of our SMS services to advertising agencies and we do a lot of B2B marketing via email...