Wednesday, July 15, 2015

How Pimm’s Used Twitter to Win Wimbledon

For the Super Bowl two years ago, Newcastle Brown Ale created an online promotion that was super creative and gathered them a ton of attention…all without buying an actual ad. You can read about it here if you don’t remember it. (They came back for last year’s Super Bowl with another creative campaign that you can read about here.)

At the time, I noted how they were able to use social media and word of mouth to create a buzz. In the time since, the social media game has changed considerably with the loss of organic reach and a shift towards paid ads. This makes it harder for brands to truly stand out, but it can still be done.

Through a clever Twitter campaign, Pimm’s was able to create a similar buzz, albeit on a smaller scale, with Wimbledon. Without being a sponsor, they were the topbrand associated with the tournament this year across social media and other digital channels according to Amobee Brand Intelligence.

The Twitter campaign was based around #PimmsOClock with Wimbledon-related messages (although never actually saying “Wimbledon”). There were two factors that helped push their success even more:
  • The Pimm’s Cup cocktail is heavily associated with Wimbledon and is a huge part of its culture.
  • A bit of luck as Andy Murray’s mom tweeted a complaint about her Pimm’s Cup to which Pimm’s replied. 

Luck notwithstanding, just like Newcastle Brown Ale, Pimm’s was able to create a buzz by putting together a smart Twitter campaign to gain attention without having to pay for a sponsorship. They played directly to their audience to boost their message.

What smart uses of social media have you seen lately? What brands have been crushing it on social media? Tell us in the comments below.

Thanks for reading and if you like this post, please share it on social media.

Wednesday, July 8, 2015

9 MORE Marketing Podcasts You Need to Listen To

A couple of weeks ago I wrote 21 Marketing Podcasts You Need to Listen to for our PR 20/20 blog site. It included a collection of podcasts we enjoy. If you love marketing podcasts (and who doesn’t!), you should definitely check it out. If nothing else, it will make more sense out of “MORE” being in this title.

We asked you to share your favorites as well. Based on your comments, here are 9 more podcasts to listen to, as well as an update on one of our favorites.

UPDATE: Social Pros Podcast: Real People Doing Real Work in Social Media: Since my initial post, the Social Pros Podcast has made a significant change as Jeff Rohrs (@jkrohrs) has taken the CMO position with Yext. Unfortunately, Jeff will not be continuing on with Social Pros. Joining Jay Baer (@jaybaer) will be Adam Brown (@adamcb), executive strategist at Salesforce Marketing Cloud.

The James Altucher Show: James Altucher (@jaltucher) is a successful entrepreneur, investor and writer. He has lost his money and made it back several times and shares his stories.

I Love Marketing with Joe Polish and Dean Jackson: A podcast for the I Love Marketing community, Joe Polish (@JoePolish) and Dean Jackson (@TheDeanJackson) discuss marketing tactics, psychology, books and more. Get inspired by actionable marketing strategies.

The Tim Ferriss Show: Best known for writing The 4-Hour Workweek, Tim Ferriss (@tferriss) talks with a diverse variety of professionals to pull out the tips and lessons that listeners can learn and apply.

Moneyball for Marketing: Crimson Marketing’s CEO Glenn Gow (@CrimsonCEO) discusses Big Data and marketing technology with the brightest marketing VPs and CMOs to help you apply them to your strategies.

Brand Newsroom: With these 20-minute podcasts, James Lush (@lushjames), Nic Hayes (@Nic_Hayes) and Sarah Mitchell (@globalcopywrite) offer communication advice with a focus on brand journalism and content marketing.  

Edge of the Web Radio SEO Podcast: Erin Sparks (@ErinSparks) and Tom Brodbeck (@tbrodbeck) from Site Strategics and Douglas Karr (@douglaskarr) from Marketing Tech Blog discuss all things SEO, SEM, social media, marketing news and more.

The Marketing Book Podcast: Douglas Burdett (@ArtilleryMarket) interviews authors for their take on the best marketing tips and insights into the ever changing marketing landscape.

The Sell More Books Show: Jim Kukral (@JimKukral) and Bryan Cohen (@bryancohenbooks) offer the latest marketing and publishing news and strategies to help authors build their audiences to sell more books.

Traction: Creative & Unusual Ways Entrepreneurs Make Progress: Jay Acunzo (@Jay_zo) examines the clever and unique ways entrepreneurs have worked their way through crucial periods to startup successes.

I’ll definitely be checking these out, so thank you for the suggestions. Again, if you haven’t read the original podcast post, 21 Marketing Podcasts You Need to Listen to on our PR 20/20 blog site, please check it out.

Thank you for reading, and please continue to tell us what podcasts you listen to in the comments! If you like this post (and the original), please share it with your friends!

Monday, June 29, 2015

4 Reasons Why Super Heroes and Disney Appeal to Adults

I saw Avengers 2: Age of Ultron a couple of weeks ago. Based on the sales, I’m not the only one. I thought it was great. I loved the first one too. Also, I’m 40.

I listen to the Adam Carolla podcast regularly and he often laments about how the majority of movies for adults today are based on comic books and other nostalgia. His point is that our parents never clamored for these types of movies at the age we are now.

He’s mostly right, but why is that? It doesn’t seem odd to me that I still follow many of the shows and interests I had as a kid, but I can’t remember my parents doing the same thing.

I’ve given it a lot of thought and here are my ideas why movies with superheroes, the Muppets or other Disney characters still appeal to us.
Photo Credit: "FROZEN" (Pictured) OLAF. ©2013 Disney. 
All Rights Reserved. Jorge Figueroa (Flickr) License

1. Access to the content

To say that my parents didn’t pay attention to things they enjoyed as kids isn’t completely true. I still remember my dad enjoying the Three Stooges, the Little Rascals and Bugs Bunny. The difference is that we were limited to pretty much only watching what TV showed and when.

Now we can watch our favorite shows anytime on YouTube or Netflix. The Internet has blown everything wide open. Part of the reason our shows continue to survive is that we still can watch it…anytime we want.

2. Stories have continued to grow and are compelling

Especially with superheroes, the stories continue to grow and evolve. Comic books continue to create new compelling stories with our favorite heroes which extend to TV shows and movies.

In addition to the stories themselves improving, the technologies to bring those stories alive have grown. Special effects have brought new interest to watching superheroes. Movies and TV are able to bring the stories to life in ways that weren’t possible years ago.

3. Top actors seek these roles

The success of superhero movies, and even Disney movies and The Muppets, appeal to today’s top actors. Bottom line is that these movies make money, so actors want to be in the movies. It’s not lost on these actors that many of these films end up with multiple sequels. They can make a career out of these movies. The movies are already popular, but now the star power perpetuates that popularity. Steady, well-paying roles in movies that become hugely popular. What’s not to love?

4. Marketing for shared appeal

It used to be that movies would want to appeal enough to adults so that they could bring their kids to a movie and not totally hate it. But now, they’re not just tolerating the movies, they more excited than them to see it. It’s a shared experience like never before. They create quality family time and an ability to connect on a common experience that they all love. How many of those are out there?

In some cases, shows and movies are marketed directly to adults. The latest Muppet Show premiering on ABC this fall is being billed as an "adult" Muppet Show. Changing from the '70's variety show to a documentary style with side interviews similar to The Office. The first ads for Frozen featured Olaf and Sven and were targeted to males 18-24. 

When will this trend fade out?

With so many superhero movies planned up until at least 2019, can they withstand a burn out? It will be interesting to see how it plays out. I believe the big hero movies will be safe (Captain America, Iron Man, Thor, probably Batman and Superman and any movies that combine these big names). However, Marvel is planning quite a few movies of lesser-known heroes, such as Ant Man and Black Panther. Time will tell if they’ll be surprise hits like Guardians of the Galaxy due to big stars, compelling stories and massive effects. Or, will the studios reach a little too far and usher in their own demise (to put in in superhero terms)?

Add the new Star Wars movies, more Disney/Pixar movies and comic book TV shows coming next season and there will be plenty of content available. 

I say as long as the movies are well made and tell a smart story, then continue making them. The trend will end as the movies and shows get lazier. But, until then, I’m enjoying it. And, keep making them in Cleveland!

What do you think? Are you enjoying these movies? Where do you want to see this trend go? What are you still waiting to see? Tell us in the comments.

As always, thanks for reading. If you like this post, please share it with your friends. If you tend to read a lot of my writing, then please sign up to get my post by email.

Tuesday, June 16, 2015

How the NBA Finals and Metallica Reminded Everyone That Cleveland Rocks

The NBA Finals have everyone here in Cleveland in a frenzy over the possibility of our first championship (I’m writing this before game 6). Yet, with all the basketball storylines – Lebron James’s domination, Dellymania, Kyrie’s injury, Steph Curry’s chewed up mouth guard – there is one other story that managed to garner quite a bit of attention. That story – Metallica playing the national anthem for game 5.

It got coverage in Rolling Stone, Time, Guitar World, Entertainment Weekly…even Robert Rose and Joe Pulizzi talked about it on their podcast, This Old Marketing! Why was this a story? I mean, Metallica has played the national anthem before, so why such a big deal? Because Golden State out-rocked Cleveland, the Rock and Roll Hall of Fame Capital of the World. By the way, their performance was one of the best I’ve ever seen.

What did Cleveland offer? Rascal Flatts and Usher – that might be ok somewhere else, but hardly worthy of the Rock Hall city (tonight’s game will be a 6-year old blind girl, actually a heart warming choice). Why no Joe Walsh? Foo Fighters (even though Dave Grohl just broke his leg)? They’ve got Cleveland ties. At least they didn’t bring out Michael Stanley…

There is some good news here though. The fact that this was a big deal means that Cleveland is still considered the Rock Hall city. While we have so many great things going on in Cleveland, our rock reputation still stands.

Despite moving away from “Cleveland Rocks” as our tagline and way too many touring rock artists passing over Cleveland, this is still what we’re known for. That gives me hope. People still view us as a rock city first. We need to make sure that we don’t let this get lost in all of the improvements and attention we’re getting.

While we’re on the short end of the rock national anthem performances this year, we can be proud that the reason it made people take notice is that they expect us to rock. Let’s turn it up to 11! Go Cavs and Rock On!

Tuesday, June 9, 2015

How Aerosmith's Steven Tyler can build his brand (and you can too!)

I know what my reaction was when I heard the announcement of Steven Tyler’s new country song, Love is Your Name, so I can only imagine what Joe Perry and the rest of Aerosmith were thinking. They’ve had to bring Aerosmith back from the dead after drugs imploded the band, multiple relapses, health scares, members leaving, Steven Tyler’s stint on American Idol…and now, they get to do it again. At least it never gets boring.

Tyler talked in 2009 of working on “Brand Tyler”. After 40+ years as the lead singer of one of the biggest rock bands in the world, he felt the need to branch off his brand from that of Aerosmith. Although, he hasn’t told us what “Brand Tyler” is and what it means.

Changing your brand is hard to do for even the most successful companies. Some rebranding attempts are successful, and some not so much. So far, Tyler is falling on the “not so much” side. All we’ve seen so far is American Idol and this new venture into country music.

As a huge Aerosmith fan, this is NOT the direction I want to see him go. However, in the off chance that his goal is to make his brand a successful off-shoot of Aerosmith, here are some tips that he needs to consider to do it right.
Define Your Brand Strategy

 First and foremost, decide what you want it to be and make it clear to everyone. The only thing worse than confusing your existing fan base (or customers) is doing the exact opposite of what they want with no idea where it’s going.

Once you know what you want to do, put together the strategy to accomplish your goals. Make sure that each part of your plan works to reach your end goal. However, especially in the case of Tyler, be flexible in case your fans aren’t on board. Not that you need to abandon your plan, but be able to adapt as needed to be successful.

Build off of your Existing Brand

Tyler is lucky enough to be associated with the Aerosmith brand. Usually, sub-brands are meant help the parent brand grow as well (sorry for the marketing speak…not very rock ‘n’ roll. Dude.) So far, all of us fans are confused by what he’s doing. It looks like he’s doing one of two things, and I’m not sure either of them are good for the band.

Is he trying to conquer new territories with the hope that he can open Aerosmith up to new fans? From a business sense (although not from a fan perspective), this actually makes sense. And, you can argue that it’s been somewhat successful. With American Idol, a whole new audience got to see a side of Tyler they had never seen before, and they liked him. Does that mean they’ll become Aerosmith fans? Based on album sales from their last CD, Music from Another Dimension, it’s a definite “no”. However, it could still be working from concert ticket sales (I’m not sure they needed much help here).

Or, is he trying to go after something completely on his own with no thought of how it will impact the band. If this is the case, he could easily be doing more harm than good in the long run, especially if his own brand is unsuccessful.
Listen to your Fans (Customers)

Tyler needs to understand what his fans want from him. Are his fans looking for a country CD from him? Are we willing to follow him (I’m not)? Many have made the trek into the country realm with varying success (Bon Jovi, Bret Michaels, the Eagles, Kid Rock, just to name a few). It’s a popular trend and country fans are more than supportive of crossover artists (usually).

Aerosmith fans aren’t necessarily country fans (and vice versa), so he could be taking a risk by alienating his customer base. It simply seems like an odd place to start a solo career after so many years as an elite rock singer. Again, as I said above, have your strategy, but know when to be flexible based on what your fans are telling you.

Overall, will “Brand Tyler” be successful? Maybe. Some will love the country CD. Some will hate it (me). He’ll gain new fans as country will heavily support him. They have awards shows every week (an inside joke with my wife), so he’ll have lots of opportunities to get in front of country fans.

Aerosmith as a band will be fine. They’re touring this summer so they’re not going away anytime soon. Hopefully this country stuff will fade quickly so they can concentrate on what they do best with no distractions.

What do you think of Steven Tyler’s song? Is he headed for country greatness? Or will he accept that he’s just a great rock singer and front man. Thanks for reading, and if you like this post, please share it.