Summer: A time when most of us would rather be outside, swimming, hiking or anything other than working. We may be in the “dog days” of summer, but that doesn’t mean our work or productivity has to suffer. Make the most of the “slow” time—clients on vacation, team members taking time off, etc.—to get organized and kick off planning for the new year.
Yes, I said plan for the new year. But, it’s only July you may say. Well, time flies and now’s the time to take a step back and really evaluate/identify your approach and strategic plan for the new year. This doesn’t mean you have to have that 2015 strategic plan done, set in stone and bound in binder. Rather, use this time to do some research, investigate and search for new tools, media and opportunities to take your brand, company or product to the next level in 2015. Taking the time now, while things may be “slow” and vacations are in full swing, will reap many benefits in the months to come and most certainly in 2015.
Not sure where to start? Here are a few areas and ideas on where to start:
Come September, you’ll be happy you put the time in now, in the dog days of summer, to get some initial planning done. Here’s to a wonderful 2015!]]>
It has been a busy summer for PPBH and we have added a few new members to the team! We are proud to say that we have hired eight very talented individuals over the last couple of months.
It is PPBH tradition to ask all newbies a few random, yet extremely useful, questions. Here are some important facts that you should know about our newest team members.
(From left to right above).
James Taylor is our newest designer. His favorite book is Peter Pan and if he were stranded on a desert island, the one food he would miss most is Graham Canyon Ice Cream.
Brian Shaw joined the PPBH team as a copywriter. His desk is decorated in the finest Star Wars collectibles, his life motto is “Chwaaaaaaaaaaargh!” – Chewbacca (Peter Mayhew) and his favorite jingle is the Imperial March.
Jennifer Whitaker has joined the media team as our newest media planner. Her dream car is a black Aston Martin DB9, preferably outfitted with James Bond type gadgets. Her favorite way to spend the weekend is either doing something outdoors or hanging out with Brad… her cat.
Abby Young is an account manager who comes to us from New York. She loves bacon, and her favorite movie quote is “Do you have anything besides Mexican food?” – Dusty Bottoms, The Three Amigos.
Rochelle Creager has joined our Zero Fatalities Utah team as the community outreach manager. The top two favorite books are 1984 and The Great Gatsby, and if she could meet one person living or dead, it would be Mr. Rogers.
Jason Marty is now a senior account manager at PPBH. When asked his favorite year in school he replied, “Senior year in high school I spent many weekends in Santa Cruz and Tahoe so that was fun. But my final year in college will just be awesome! I’ll be happy to not feel the need to continue onward once I have a masters, I hope!”
Sarah Beth Stephenson has joined our Zero Fatalities Utah team as a community outreach coordinator. She likes Mini Coopers, Jane Austen and chocolate lava cake. And the motto she lives by? “When someone shows you who they are believe them; the first time.” – Maya Angelou.
Andrew Bennett – Andrew is the newest addition to our Las Vegas office and is the public outreach coordinator for Zero Fatalities Nevada. He is also the official chef of our Vegas office. He loves pulled pork sandwiches, the beach and Steve Jobs.
Welcome to the crew everyone! We are excited to have you.
People like to get in shape so it’s not surprising that mobile health and fitness apps are doing well. According to Flurry Insights, health and fitness app usage increased by 62 percent in the past six months and health and fitness tracking apps are growing 87 percent faster than any other app category.
So, with that in mind, here are a few fun a fresh ways that advertisers are jumping on the opportunity:
What kind of advertisements and promotions have you seen on health and fitness apps?]]>
Ah, the “dog days of summer.” There’s not much that is better than languishing, lollygagging and sipping cool drinks during the long, hot days. While I’m all one for a good lollygag, why not take advantage of those extra hours of daylight—at least for a couple of days—to energize and fuel a few new marketing ideas to mix it up and get your target audience to take notice. A few ideas to jump start and inspire some new thinking:
Stir up social—One of the most agile communication platforms to try something new. If your contests and posts have become a bit more routine than you’d like, shake it up. Add more polls or quizzes in your posts, share some “behind-the-scenes” photos with a day in the life post of a person in your company, share a list of products to help your fans or followers succeed in their business, ask for fan/follower predictions of an upcoming big game, election, etc., or highlight a fan of the month.
Revive/re-energize referrals—“Advertising is saying you’re good. PR is getting someone else to say you’re good.” As a PR person, this Jean-Louis Gassee quote is the foundation of influence that inspires me every day. And with 70 percent of consumers noting they trust brand/product recommendations from people they know compared to only 15 percent on a brand’s channels*, these hard numbers show a referral program is a smart marketing move that has the potential to deliver a significant ROI for the investment.
No time or budget for a program even on a small scale? Social channels are great platforms for referrals. Don’t be shy about asking your fans, followers and pinners—that have already converted to your service or product—to retweet, share and pin with their friends and followers.
Location-based mobile marketing—Why not take advantage of this geo-targeted push tactic to reach and trigger your audience to action with a special message, coupon or time-based offer at a specific time and location? A few good examples:
Volkswagen tapped into the cinema audience to deliver an experience-based ad warning against distracted driving. (Credit to PPBH’s Christie Rasmussen for sharing the Volkswagen “Eyes on the road” spot airing in cinemas.)
Luxury brand Tiffany recently used mobile banner ads that targeted shoppers in Manhattan with ads directing them to its new SoHo store.
Don’t tell ‘em, show ‘em—Send a custom email embedded with an informational tutorial either using a Slideshare deck or video. It can be a how-to for using your product, tips with downloadable resources, and answer those frequently asked questions in a fun and creative way. And while you’ve got their attention, use the opportunity to ask for ideas of what your target would like to see—and then deliver.
With a handful of ideas to get the wheels turning, what ideas can you add for how you’re going to reach your targets in a new or new-to-you way?
*Forrester Research, “How To Build Your Brand With Branded Content”]]>
Business on social media for some people, is a fickle beast. One day you are rolling in the likes and shares and other days you are getting that single slow clap from your supportive mother. There are many ways you could improve your social media engagement, like reviewing your analytics or promoting your posts, but in this post we will only be touching on one very important piece, building your social media personality.
Many of you should already know that personality is key on social media. Oreo and Taco Bell have proven this to us, but what they haven’t shown us is that testing limits, talking to individuals and talking back are key to fine-tuning a workable personality.
Question the status quo, but do it in a moderate way. Instead of just accepting who you are, make changes and adjustments based on how your audience reacts to edgier content. Like Frank’s Red Hot Sauce’s “I Put That Sh*t on Everything” campaign, push the marker, but don’t knock it over.
Talk to Individuals
Something that people miss is that most social media superstars, like Whole Foods Market, aren’t usually talking to an audience. They are talking to one person. It’s a conversation, not a presentation. Get yourself in the habit of saying “you” and relaxing a little bit.
When I say talk back, I’m not saying be a wise guy. What I’m saying is recognize your audience and implement the two items noted above. Take the opportunities that are given to you by the public to test your limits and converse. Practice makes perfect, and even though perfect is hard in the ever-changing world of social media, you can still do it.
This is self-explanatory. Do the three steps consistently and don’t get stagnant, or risk becoming an out of touch super senior.
There’s not much to say here other than get out there and get to work. Build that personality and let the world see how you shine. And if you’re worried in anyway, follow in the wise words of Nike and “Just Do It.”]]>
With it’s long days and high temperatures, summer is a time for family trips and relaxing in the sun. It is not necessarily a time that we associate with fresh thinking or exceptional productiveness.
The weather may be calling our names, but that does not mean that we shouldn’t make the best of the time that we have to be inside. So, PPBH has decided to spend the month of July talking about new ideas and providing refreshing insight.
We’ve come up with topics across all disciplines that we hope might help get your mind going and potentially spark some mid-summer innovation:
Get a Personality…on Social Media
An Early Start to 2015 Strategic Thinking
Innovative Ways to Fight Ad Fraud
Fueling the Health and Fitness App Frenzy
New Ways to Engage and Reinvigorate Your Audience
Three questions crossed my mind when a friend deleted all of her social media apps because they were interfering with her daily life: Is Internet addiction a thing? When have you had too much? How could advertisers help people stay balanced?
Does screen addiction exist?
The idea of Internet addiction formally came to light in 1996 when Dr. Kimberly Young presented the first paper on the topic at the American Psychological Association’s annual conference, “Internet Addiction: The Emergence of a New Disorder.” The first Internet Congress on Internet Addiction Disorders was held in Milan in 2014. Korea, China, Japan, Australia, Italy, France and the U.S. all provide treatment for screen addiction.
How much is too much?
The average adult is already exposed to screens for about 9.5 hours a day, according to a Nielsen cross-platform report released in 2014. This amount of time can be required for your job and can be productive and educational, but compulsive use can be harmful when it interferes with daily life, work and relationships. Here are a few signs that you might need to ease up on your screen time:
How can advertisers help people stay balanced?
While many see advertising as intrusive, it has more potential now than ever to be helpful. Technology that can track information like your location, how many miles you run and what music you’ve been listening to is helping advertisers better target their audiences so they can offer only what people really need and want in a more convenient way.
In order to make more relevant/less intrusive ads, advertisers should to look at three things:
As discussed at the 2014 Ad-Tech conference in San Francisco, mobile is about the moment. It’s about figuring out how to insert a message naturally into someone’s day without being intrusive. It’s about offering contextually relevant rewards if people meet a goal (e.g., a certain number of miles per week on RunKeeper) or arrive at a location. So could advertising provide a balance between the screen and real life activities?
Do you think there is a way for advertisers to provide helpful and relevant information to the consumer without fueling screen addiction? Let us know in the comments.]]>
I didn’t think second screen tactics applied to me. Sure, I sit in front of the computer and watch TV at the same time, but I never Tweet along with my favorite shows or log in to enter in the Pepsi Challenge, or whatever second screen prompt is in my face at the time. I just mind my own business, get some work done, check Facebook… you know, the usual.
But when the second screen topic came up as our June theme for the PPBH blog, I really started paying attention to my habits, and you guessed it, I was mistaken. Here I was thinking that I had avoided the ploy, when in reality, I was using the second screen all the time. Here are three ways I find second screen sneaking into my television-watching experience.
Making Home Improvements
I watch HGTV a lot, and I am not ashamed. Watching people tear down walls and create beautiful rooms inspires me. And by that I mean it inspires me to continue sitting on the couch and watch people tear down walls and create beautiful rooms. But one day I decided that my dining room needed a new coat of paint so I searched “choosing paint colors” to help myself think of some color schemes. The first result was a “10 Tips for Picking Paint Colors” post from hgtv.com. So here I am accidentally at the exact place that the television told me to go during the last commercial break. But I didn’t get there by following the ad so I doesn’t count right? Wrong.
Product placement is the oldest trick in the book, and yet it still gets me. In the world of computers and smartphones, product placement has the potential to be much more effective than it used to be. If I see a laptop on one of my favorite TV shows and I happen to be looking for a laptop, I will probably pull out my phone and look into that brand to see what the buzz is about. And that applies to any product I see on TV, whether it be in the actual show or in a commercial.
One of my favorite shows is Walking Dead. Now if there is one show that is full of second-screen prompts, it’s this one. As a matter of fact, it was included in our 3 Examples of Second Screen Done Right post from earlier this week. I was never super interested in getting involved with their Story Sync, but a few episodes in I find myself wondering what other shows one of the characters is in… so I Google it. The first page that comes up is the AMC website. I click on it, giving them web traffic and exposing myself to another round of invites to check out the blog, watch episodes, play their games and more. But I need more information, so next I go to IMDB. Here I find all of the information I am looking for and have the option to buy the full season, explore the trivia, etc. You see where I am going…
Second screen doesn’t mean just creating a TV spot with a call to action and having a website for the viewer to land on. It ties back to the concept of digital marketing as a whole; you need to be accessible in all of the places that your consumers are looking, whether you created those places or not.]]>
Second screen is here to stay, as Allison shared earlier this month. So, how can you make second screen work for your brand? Here’s a look at how some companies and brands have put the second screen to work for them, with great success.
Sochi 2014 Winter Olympics
In case you missed it, in February, we blogged about the major social media presence of the Sochi Olympic Games—read that post here.
Image via NBCOlympics.com
NBC reported that slightly more than half of the people who watched the Sochi Olympics on NBC also used a computer, tablet or smart phone to get information about the games while the TV was on. NBC leveraged the second screen presence during the Sochi Games in a number of ways, including live-streaming on NBCOlympics.com (paid subscription required) and a mobile app. Also interesting to note: of visits to Sochi apps, 77 percent were during primetime to the NBC Primetime Companion app (up from 66 percent for the London Summer Games two years earlier), according to Media Life Magazine. However, even with these great numbers and success, NBC also noted that, relatively speaking, social media wasn’t as big a factor for the Olympics as they thought it would be. Social media and second screen presence has grown dramatically since even the 2008 Beijing Games, so I’m looking forward to see the increase in the 2014 Rio Games.
Expedia: “If You had a Chance to go Anywhere in the World but you Have to Leave Today, Would you go?”
In the second half of 2013, Expedia made a push for downloading its travel app, to drive mobile sales/trip bookings. As part of its push, Expedia ran TV ads that promoted a sweepstakes for anyone who downloaded the app. The prize? Well, it’s Expedia, after all, so the prize was tied to its core product offerings: a free trip!
Expedia’s campaign was the perfect opportunity to tie into the second screen, since it wanted you to use your smart phone or other mobile device to download the app, and viewers were incentivized with the opportunity to win a trip. The direct connection between the commercial (and overall campaign) and the call to action—download the app—make it a great example of the limitless opportunities available with second screen.
The Walking Dead‘s Story Sync
Image via amctv.com
There’s no doubt The Walking Dead is taking the airwaves by storm (especially with its 15.7 rating on the March season finale), and with a booming social media presence and lots of online chatter already, AMC created the “StorySync.” The StorySync is live during the season, and is a forum for fans and viewers (who are usually one in the same) to chat, take polls, answer trivia questions and watch exclusive videos. The next StorySync will go live this fall, when the show returns. The StorySync leverages the show’s major following and rounds them up in an environment, in addition to the TV screen, led by AMC.
What examples have you seen that rock second screen? Share them in the comments.]]>
In the world of online advertising, fraud has quickly become an industry norm. Read along to see how online advertising fraud is being committed and how it affects your business.
What Constitutes Online Ad Fraud?
According to Google, there are two types of online advertising fraud: click fraud and invalid traffic. Click fraud is the intentional manufacture, creation or misrepresentation of clicks that are used for monetary gain and/or to disrupt a competing business’ marketing efforts. Invalid traffic covers both clicks and impressions that are suspected to not be the result of genuine user interest.
Click fraud and invalid traffic are carried out using methods similar to the following:
How Online Fraud Affects Business
Click fraud and invalid traffic bolsters clicks and impressions which entices publishers, ad exchanges and advertisers to overlook the issue, but for businesses that are paying for the advertisements, online fraud drains budgets through the misrepresentation of success.
Online fraud will make it seem like a campaign has 500,000 impressions and 50,000 clicks but only 60 percent of those clicks and impressions were users that were actually interested in the ad. Companies are paying top dollar to get in front of their target audience, yet 40 percent of what they paid for are bots.
Online fraud is a growing issue that may advertisers are turning a blind eye to. Join us for part two of this articles about online fraud to find out what we at PPBH do to track and thwart online fraud.]]>