Industry experts are predicting an early holiday season this year as shoppers get a jump-start to avoid crowds or shift their attention to e-commerce, and brands such as Anthropologie, Crate & Barrel and West Elm are following suit, writes Adrianne Pasquarelli. "The traditional November-December holiday-season definition is meaningless this year," said Joel Bines of AlixPartners, which found 49% of consumers will start holiday shopping prior to Halloween.
Converse is releasing a "Mi Gente" shoe collection of four designs to mark Hispanic Heritage Month, and the brand is teaming up with organizations in Boston and Los Angeles to support Latino communities. "Created for and by the community, a series of Chuck Taylor All Star styles aim to honor the stories that represent the diversity, duality and vibrancy of LatinX Heritage, in their home countries, the United States and beyond," Converse says.
Oracle is rolling out Moat Outcomes via its Data Cloud operations to enables brands to reduce campaign insights from 10 to 13 weeks to just 10 days. The integration of PlaceIQ location data helps brands determine whether digital ads drive visits to restaurants, stores and other brick-and-mortar locations.
David Friend and Michael Welts of cloud storage firm Wasabi talk about why they believe investing in brand awareness, keeping messaging simple and measuring performance are so important. "In B2B, revenue is a lagging indicator, and you shouldn't be focusing on it," Friend says.
Business-to-business marketers can follow this 12-step guide from Accenture Interactive's Jason Michaels to drive demand and engagement for virtual events. Michaels recommends combining live and on-demand content, providing content that can be easily shared by attendees on social and incorporating physical, tactile experiences via mailed conference kits.
Children's digital entertainment network WildBrain uses data gleaned from the millions of hours children watch its videos along with outside sources to fuel everything from new content to merchandising, says Jon Gisby of the firm's digital division WildBrain Spark. "We never had so much information at our fingertips about our audience and how they view out content," Gisby said.
Hispanic consumers represent a diverse group, and brands often overlook or misunderstand them, Pamela Danziger writes. "Hypercultural Latinx" consumers are one group Ilse Calderon of the OVO Fund distinguishes, saying they are "100% Hispanic and 100% American," and "do all the things that Americans do, yet when they go home, they usually speak Spanish, eat traditional foods, and often live in multi-generation families."
Natalie Boden, founder and president of Boden Agency, was inducted into the PRWeek Hall of Femme. "As a Latina and an immigrant, receiving this recognition is both an honor and a responsibility," she said, adding, "This is an important time for representation in our country and I'm committed to continuing to support the next generation of diverse, visionary and empathetic leaders in communications."
Ted Kitterman dives into the skills communications professionals need to adapt the coronavirus era as well as the changing business world beyond. BCW's Sabrina Browne believes communications professionals need "individual flexibility and ingenuity," while G&S Business Communications' Heather Caufield calls for "empathy" and a "willingness to jump in, embrace uncertainty and move forward."
Communications professionals can get a better handle on the success of their efforts by conducting sentiment analysis and determining share of media coverage and net quality scores, writes Michael Kling. Gini Dietrich, CEO of Arment Dietrich notes, "The most important metrics to track are how much traffic a story sent to your site and what those people did once they got there."
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