What was most interesting about that 2017 post were the comments.Original hack for buyer personasIn the original article, the goal was to provide a way for businesses to glean customer insight without having multiple people answering 150 questions.What is the first thing my customer thinks about in the morning?Reaction to the persona hackWhile some comments agreed with the simple approach, others got me to look at buyer personas from a broader point of view.
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What makes someone a true champion of diversity and inclusion?Here, for the first time, Adweek, in partnership with Adcolor, sought to find out by creating Adweek Champions, an award that celebrates executives and creatives in marketing, media and technology who are committed to taking action that yields real results.A jury composed of Adweek editors, Adcolor members and Adcolor’s founder, Tiffany R. Warren, who is the svp, chief diversity officer of Omnicom Group, earlier this spring was blown away by the impressive efforts being undertaken to effect meaningful change.From the many submissions we received, they selected standouts ranging from Saatchi & Saatchi New York CEO Andrea Diquez, who built a leadership team that is 83% female and 67% multicultural, to Petco CMO Tariq Hassan, who offered to fully sponsor two pride parades in San Diego and San Antonio.On these pages, our inaugural Adweek Champions share their inspiring stories and more than a few indelible insights.Hassan points out, for example, that the effort toward diversity and inclusivity is not about creating moments or improving content.
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From Allbirds to Dollar Shave Club, DTC brands are popping up everywhere and across categories, imploring consumers via aesthetically pleasing, colorful ads to ditch store brands and try out their products.Still, fewer than half have purchased a DTC product, according to new data from Toluna and social media intelligence platform Unmetric, although that number is growing.The most compelling reason for trying out a new DTC brand is a free trial period (27.4%), followed by an appealing online presence (21.4%) and loyalty benefits (16.7%).Additionally, consumers cited ads they saw on social media as the top reason they decided to make a purchase.“The data shows positive momentum and consumer interest in DTC brands,” said Unmetric CEO Lux Narayan.“In addition to offering incentives such as a free trial period and new member benefits, DTC brands should also be sure to highlight positive reviews and feedback.
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Unlike television viewing parties that required everyone to convene in the same physical space, however, social media facilitates social interactions without requiring viewers to congregate in the same place.On the flip side, if you’re busy engaging in online conversations about the program you’re watching during commercial breaks, you’re not necessarily going to be paying attention to the advertisements that air during the program.Recent research has investigated how social media activity about television programs (what we refer to as “social TV” activity) affects different outcomes that may be of interest to marketers.One metric that marketers monitor is online word-of-mouth surrounding their brands.Advertising may spur more online conversation compared to the volume of conversation that was observed before the advertisement, controlling for other factors that might explain the difference.The content and timing of the ads play a large role in how much word-of-mouth changes following the airing of the ad.
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As marketers increasingly look for new ways to reach their target audience beyond age and gender demographics, publishers such as The New York Times are rolling out a surprise new offering: advertising based on emotions.The New York Times predicts how its stories make a reader feel (opinion and news) using machine learning and insight garnered from asking readers how they felt after reading its content.The publisher then sells ad space around those stories based on those indicated emotions.While the Times discussed emotion-based advertising during last month’s NewFronts presentation, the company has already been offering it for a year.They aren’t the only ones, either: USA Today rolled out something similar that predicted what tone the piece would take based on keywords back in 2017, and The Daily Beast is testing an offering that predicts what state of mind readers are in when consuming content on the site.Buyers seem to be split on the idea.
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Everwebinar vs WebinarJam vs EasyWebinar vs DemioI built my entire career with webinars.In fact, I built a 6 figure passive-income business with just a $500 investment all because of an automated webinar I made using EverWebinar.In this post, I will explain in detail what each tool is best for, but below is a quick chart that sums up the key points…WebinarJam is for Live WebinarsWebinarJam is perfect for live webinars.
In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the Web each week.We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below.6 Top Copywriting Techniques Every Writer Should KnowSome really helpful copywriting tips you need to know.How Do We Improve Forecast Accuracy?Conducting Market Research with Limited Resources
The world’s largest brewer has gone all in on the in-house trend.AB InBev, the megalith behind Bud Light, Corona, Beck’s, Stella Artois and many more, has built up its own in-house agency called draftLine, which the company says it developed to be closer to the creative process.Although draftLine is not a new operation, its official unveiling came this week.The New York-based shop will roll out globally, led by vp of consumer connections Joao Chueiri and managed by Spencer Gordon.“With draftLine, we’ve gained another valuable agency partner.One focused on using data-driven insights to develop creative campaigns with greater personalization and local relevance,” Chueriri said in a statement to Adweek.
When it comes to the birds and the bees, most people would agree that a talk between parents and their children is a good idea.Of course, nudging mom and dad to start that squirmy discussion is another matter entirely.Three decades ago, Planned Parenthood devised a novel way to try.In the fall of 1986, billboards and bus posters popped up around Baltimore featuring an inquisitive pre-pubescent boy posing the question: “What’s an Orgy?”Adweek, which is celebrating its 40th anniversary this year, was among the many media outlets to say uh-oh over this one.Though the tagline made clear the campaign’s noble intent (“If your kids aren’t asking you, they may be asking for trouble”), Baltimore nevertheless “erupted” over the ads, we reported in our September 15 issue.
Say what you want about his skills as a designer, Calvin Klein certainly earned his stripes as a marketer.This is the man who, by casting a salacious (and 15 year-old) Brooke Shields in a 1980 TV spot, sold 200,000 pairs of jeans the first week.In no time, America caught on: Klein’s ads used breasts and bulges to sell the clothes meant to cover them up.But in the mid 1990s, he took things too far with a campaign that not only featured models who weren’t just half naked, they looked barely clear of puberty.Photographer Steven Meisel dropped the youngsters onto a set that, with its purple carpet and cheap paneling, resembled nothing so much as a basement porn set.While the public freaked and the Justice Department checked IDs, Klein pulled the ads.
Though it’s easy to assume the shortage of Catholic priests began with the church’s abuse scandals, seminary enrollment has actually been falling for 50 years.Indeed, from the mid 1960s to mid 1980s, it dropped 75 percent.So what’s a religion to do?Hire an ad agency, of course.In May of 1987, Detroit’s Sacred Heart Seminary retained N.W.Ayer to try to convince men to don the Roman collar.
Opens and clicks are meaningful only if they produce, at some point, orders.In my experience, tweaking just a few areas of an email program can greatly increase conversions.In this post, I’ll review five areas to focus on.The contents of those items depend on where that recipient is in the purchase journey, and what will influence her to act today.It could be, say, to provide information or to make a compelling offer.Are direct and to the point.
Who needs a PowerPoint pitch deck when you can have a hologram?To help explain the capabilities of artificial intelligence, Austin-based agency Hypergiant decided to move away from slide shows and instead build its own briefcase equipped with holographic imagery.The device, called Project Holobook, reveals a series of holograms during a four-minute presentation.That’s especially important, he said, when talking to government agencies—which is part of Hypergiant’s business.And what we realized it’s actually education.They think it’s this magic bullet.”
In 1997, Kasparov played two rounds of chess against IBM’s Deep Blue supercomputer–winning the first before famously losing the second—and has since then gone on to write a book about the future of AI and what it means for humanity.(The book, Deep Thinking: Where Machine Intelligence Ends and Human Creativity Begins, 1st Edition, was released in 2017.)During South by Southwest 2019 in Austin, Texas, Kasparov was in town for a discussion series hosted by Sony about AI and creativity.“I called it in 2015 that the Facebook business model—after learning what I knew about Putin and the troll factories and the fake news industry—I said the Facebook business model was like a beehive for a Russian bear,” he said.Kasparov: It’s a slippery ground of semantics.Because the answer to your question is of course yes, because artistic means what?
WPP’s Grey sees a future in healthcare marketing that isn’t specifically limited to clients, or agencies, focused on that sector.Last month, CEO Michael Houston announced the launch of a new Grey Health & Wellness practice designed to unify all of the network’s related capabilities.Its ultimate goal, according to Houston’s internal memo, is to both consolidate work on major pharmaceutical and OTC clients and to “help brands that currently do not have an obvious path into the health and wellness space devise strategies to leverage this important cultural driver and turn it into a growth opportunity for their businesses.”"Health and wellness is no longer a distinct, separate part of life.It's not about taking a pill and forgetting about it until the next ailment arrives."Jason Kahner, president, Grey Health & Wellness
Oreo, the chocolate and vanilla cream cookie brand juggernaut, is now also available in a carrot cake flavor.Did I mention the coconut fudge dipped creme?There are more than 25 different flavors and forms in all.The chaos certainly begs the question, after 10 years of line extensions, “What is an Oreo?” It’s certainly not the 100-year-old brand icon it once was.Further, what is the long-term prognosis for any brand franchise subjected to multiple brand extensions?At a time when Kraft Heinz is taking a $15 billion write-down on their brand equities, this isn’t just an idle exercise; Mondelēz and other CPG manufacturers are likely soon to follow.
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In fact, this blog, Growth Marketing Pro, uses a tool called Hellobar to to capture leads and funnel them into an email provider, ConvertKit, where they are entered into a big email sequence.But the good news: finding the best email marketing software for your small business is a lot easier than it seems.Feature requirements — do you need just newsletters or will you require a more complex email nurture series?Large enterprises might find more success with tools like Braze, Airship or LeanPlum, depending on the complexity of the business.ConvertKit’s tag-based subscriber system allows you to write emails with merge tags, customizing your marketing emails for your subscribersThey have over 80+ email templates to choose from
The Big Bang Theory went out on top Thursday night, with a series finale that drew 18 million total viewers, the show’s biggest audience since September 2015, and a 3.1 rating in the adults 18-49 demo.CBS projects that the hourlong episode’s audience will grow to 24.8 million in live-plus-7 ratings.The finale also boosted the ratings for the season finale of Young Sheldon, which will take over Big Bang’s Thursday 8 p.m. time slot next season.The Big Bang prequel was watched by 13.7 million total viewers, its largest number since January 2018, and had a 2.2 demo rating.A Big Bang farewell retrospective at 9:30 p.m. drew 11.8 million viewers and a 1.8 demo rating.And last night’s Late Show With Stephen Colbert, which featured the Big Bang cast, had its best Thursday delivery and second-highest metered market number ever (3.8), since that show debuted in September 2016.
Opinions expressed by Entrepreneur contributors are their own.Billy Gene is an online marketing influencer and educator.Through his online courses and Facebook live-streams, he teaches important entrepreneurial skills that schools often miss.Gene says he spends up to $200,000 a month on his personal brand leveraging unique video content and ads on billboards, podcasts, Facebook, YouTube and Instagram.Related: This Tattoo Artist Fell in Love With the Art When He Was 16.Here's How He Made a Career Out of It.
Plastic waste has a disastrous effect on marine wildlife, but unfortunately shoppers looking for quick, convenient solutions often fail to consider the impact of their actions while filling their carts.Based on that apparent consumer apathy toward the more than 1 million animals that die yearly due to plastic waste in the oceans, Dream Pack and Ecuadorian agency DDB Paradais wanted to do something to get people to see plastic waste differently.The campaign also comes as, according to a UN report, humans are contributing to species loss accelerating at a rate 10 or even hundreds of times higher than previous levels, leaving as many as one million species under threat of extinction.“The use of plastic is one of the biggest threats to the ecosystem,” Dream Pack CEO Johnny Abad said in a statement.“The whole world is rejecting foam packaging for its contaminating components, which is why we implement ecological solutions based on paper and technology that protect products and the environment.”So Paradais DDB found an attention-grabbing way to dramatize how single-use plastic leads to the death of marine life, utilizing a plastic item we’re all familiar with from our childhood to implore audiences to “Stop The Killing.”
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