'Creative Best Practices' Category

Clever Video Ads That Pull Heartstrings

Posted by Roy de Souza on February 5th, 2015 at 6:29 am

In today's fast-paced world, advertising on the Internet has become a necessity for all businesses. More and more people are using the Internet not just for entertainment and news but to seek information before making decisions - right from searching for the best car deals to the perfect life partner. It's no secret that the Internet's growing reach allows advertisers to reach consumers who are skipping TV ads or texting their friends in the commercial breaks instead of watching the ads.
Little wonders that many ad networks have cropped up to sell online advertising. A few networks use "premium" tag to get business out of agencies and advertisers. But in reality ad networks just sell small old banner ads. These are too small to show a powerful message and most are never seen by the TG. Far from premium - they are ineffective and not exciting to clients.
A majority of the agencies now feel that most ad networks are low end and sell the same undifferentiated ineffective banner ads. The humble banner isn't dead yet, but it could certainly be soon. On the other hand, advertising through exciting online video ad formats is hot and only getting hotter. According to Cisco,... Read more

Report: Fashion Events & Social Media: 4 Campaigns Analyzed

Posted by Doug Schumacher on January 29th, 2015 at 4:08 pm

How does a fashion brand leverage a major industry event? This report analyzes the content strategies and tactics of four major luxury fashion brands during Milan Fashion Week. The following slides will reveal details about each brand’s posting calendar, social networks employed, engagement levels generated and the posts that made the biggest impact.
Highlights

Instagram is the dominant social network for live fashion events
Only 1 of the 4 campaigns included posting to Facebook
Posting for each brand is scheduled around their live fashion show

Maybe You Deserve This Match

Posted by Neal Leavitt on January 28th, 2015 at 8:27 pm

A number of years ago I was retained to provide marketing communications services for a San Diego-based dating site. Good concept, decent funding from private sources, number of stories generated across various media genres. Ultimately, however, it wasn’t enough. Competition was too fierce; site just wasn’t attracting enough eyeballs and the venture folded.
Fast forward to 2015. Buddy of mine asked if I knew of any good dating sites as he was, to quote him, ‘back in the game.’ Told him I hadn’t been following the space for awhile but was curious to see how the industry had evolved.
The dating industry has become huge - $2.2 billion in 2014 according to market research firm IBISWorld; $2.7 billion by 2019. And Pew Research says that of Americans in a committed relationship that have used an online dating site, one in three met online.
Decided to have a little fun so did a bit of research/searching for oddball, offbeat and in some cases, truly weird dating sites. All seem to be flourishing; many have attracted advertising. In short, your future significant other may just be a few clicks away, no matter your fetishes.
So here are a few:
Vampersonals... Read more

The Art of Marketing a Tech Business

Posted by Anna Johansson on January 23rd, 2015 at 9:09 am

People who are involved in a highly technical field often experience difficulties selling to the average person. To promote themselves effectively, tech businesses must engage in targeted marketing strategies.
“Marketing is becoming an increasingly artistic and focused field,” says Park West Gallery founder and CEO Albert Scaglione. Tech companies have to allow their creativity to guide how they promote their services to potential clients or customers.
By following the simple tips below, you can get a better handle of the challenges that facing your tech company when it markets itself.
Credibility is hard to establish, but easy to lose
Too many tech companies struggle to communicate what they have to offer to potential clients. Establishing brand credibility is a difficult task, but it must be done up front to ensure your firm’s longevity.
Don’t just focus on activity; get down to brass tacks and give the client useful statistics on how your service will affect his or her bottom line. No one wants to spend money on a service that doesn’t add value, so make sure the discussion focuses on the return on investment (ROI) of everything you do.
Ensure that your credibility stays with the brand by forecasting results you can achieve. Never oversell your... Read more

Technology, Progression, and Adaptation: Is Your Business Poised for Success?

Posted by Anna Johansson on January 23rd, 2015 at 9:06 am

The past couple years have been tough for some of the nation’s leading retailers. From the Target and Home Depot breaches that collectively compromised nearly 100 million credit cards to Sears closing approximately 130 of its stores across the country, it has become clear that no one is immune to outside threats and changing markets. So, how do some organizations continually thrive, while others find themselves in compromising situations? Ask different people and you’ll get varying opinions, but in the end it comes down to technology and progression.
Ever Changing Technologies Force Businesses to Change
In a 2012 article written by John F. McMullen, an incredibly powerful and appropriate quote is cited. It’s by Alvin Toffler and reads, “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn.” In other words, Toffler predicted that success would be found in an organization or individual’s ability to be flexible.
In this article, McMullen also states that students starting a four year post-graduate degree will find half of what they learned in their first year to be obsolete by their third year of study.
How can this be? It’s likely due to the incredibly... Read more