Anomaly's "#NotSorry" campaign for Reese's has resulted in 29% of American adults viewing one of the brand's ads over the last two weeks, according to YouGov Plan & Track. A recent Halloween spot encourages consumers to buy the candy and then keep it for themselves by pretending to be out.
Coca-Cola is among a growing number of companies partnering with Indiegogo's Enterprise Program to test and gauge interest in new products efficiently and inexpensively. "Typically as we think about taking solutions and testing them in the US, it can take a lot of time: Our traditional ways of doing market research involve focus groups and testing," said George Parker, director of innovation for Coca-Cola USA.
Marketers often make the mistake of viewing Gen Z consumers as very different from older generations, but companies can get younger consumers involved in a social cause with the right messaging, said DoSomething.org CEO Aria Finger during a presentation at the 2018 PRSA International Conference last week. Millennials and Gen Zers are often concerned about fairness and respond well to dialogue.
Three major US banks have shrugged off fears that rising interest rates, a trade spat with China and political uncertainty will decrease consumer spending. Citigroup, JPMorgan Chase and Wells Fargo have reported double-digit third-quarter earnings growth, thanks to increased income from consumer lending.
The Association of National Advertisers' legal firm, Reed Smith LLP, discusses the potential reasons behind the FBI's probe into advertising media-buying practices and its implications. "If it's proven that advertisers have been defrauded, then it's likely to lead to major industry shake-ups in terms of how they treat their customers as well as significant financial repayments, all contingent on finding wrongdoings," Reed Smith partner Steve Miller said.
Investigators are reviewing the media-buying practices of ad agencies, and advertisers should ensure they are in compliance by reviewing contracts and planning regular audits of their ad practices, writes Manuel Reyes. Examples of unsavory practices include not returning rebates to clients, generating revenue without permission from opt-in media buys and self-dealing.
Coca-Cola is looking to instill a level of parity between what the company asks from programmatic and trading desk partners compared to the requests it makes of alternate channels, said Senior Customer Connections Manager Kyle Lebet. "It's above and beyond what a lot of other channels can provide us," he said of the advantages found in the programmatic realm.
Customers and employees now expect companies to stand up for the values they believe in, so marketers should embrace the right kind of purpose-driven campaigns for their business, Kinjil Mathur writes. Involve employees in social causes through volunteering or social media activation to reinforce authenticity and identify goals such as raising awareness or boosting donations, Mathur advises.
Employ LinkedIn's search feature to identify prospects ready to engage and then develop a connection by sparking a personalized conversation regarding specific industry or company news, Chad Keller writes. Make sure your LinkedIn profile stands out and take part in groups on the platform to establish your helpful expertise, he writes.
Eighty-eight percent of US business-to-business buyers said they think less of a vendor if they use promotional cliches, according to Propeller Insights and Bospar. The marketing jargon that irritates prospects most are "disruptive," "bleeding-edge," "world-class," "cutting edge" and "best-in-class."