ESPN’s ESPY Awards, which recognizes the country’s most superior athletes and memorable moments in sports will now recognize “athletes” in competitive video games! ESPY, which stands for “Excellence in Sports Performance” will add the award category for “Best Esports Moment” this summer in the 2019 Award Show.
This shows how fast-growing the world of competitive video gaming has become, as Esports competitors will now be awarded on the same stage as some of the world’s premiere athletes such as Serena Williams, James Harden, Lionel Messi, Cristiano Ronaldo and Tiger Woods. Is it time to consider competitive gaming as a legitimate “Sport?”
Competitive gaming and professional sports hold many similarities. In today’s gaming sphere, the world’s best are getting paid hefty amounts and hold fan bases that eclipse the 10s of millions. Video gameplay is being packaged into highlight packages, similar to sports compilations. And like professional sports, being at the top is not an easy feat, as the world’s best gamers are just a few.
Would you consider competitive gaming as an actual sport? There is no athletic skill required to be the best at gaming, but ESPN, the world wide leading network in sports, is recognizing it as a legitimate sport. Will we see a time where “Competitive Gaming” is listed in the same tier as the NFL, NBA, NHL or MLB?
You will find a boatload of articles suggesting the death of mass-marketing, and how poor a job it does at reaching end customers. Although it sounds about right, big corporations continue to invest millions on mass-marketing. A better approach is to create a personal customer experience with the brand. Skintimate did it when it launched its disposable razors. It created a pop-up store in Manhattan where women could stop by, listen to great music, sip custom cocktails that matched their product selection, and get their legs shaved. A get-ready-ritual performed as a community.
The direct experience with the brand will indeed favor how this product is accepted and viewed by customers. Many companies seek to create a feeling of the first-hand experience with mass-commercials, but too often these fail. Instead, corporations should focus on creating innovative ways to bring the product to the consumer in personal and interactive ways.
I recently went online to start looking for a cool 30th birthday gift for my boyfriend and I noticed that my first search was automatically on Amazon because, as we all know they have everything, and I also see tons of cute ideas from Instagram that take me directly to Amazon via their swipe up links. I wondered, is Amazon securing the e-commerce market? Facebook attempted to use Instagram as their platform to push ads in stories and posts but landed a bit short. 2018 was the year of Amazon, as it turned the duopoly into a trio-poly and officially became the third largest digital advertising platform in the U.S. behind Facebook and Google according to Wesley MacLaggan (2019).
There has been a huge spike
in social media influencers that are selling clothing, accessories and
household items via Instagram more recently, but why are they selling these
specific items you ask? Well, Amazon has ingeniously created an Influencer
program where they are using the influence of these brand ambassadors to push
their more affordable and trendy items and it appears to be working
tremendously. Lauren Johnson (2019) wrote that creators say that revenue from
the Amazon influencer program can vary from a few dollars to $1,500 a month.
So, although you may be on Instagram and like an influencer’s items, you are likely to end up on Amazon anyway as they are the brains behind the operation. Instagram stories seem be the best social media outlet for influencers and here is the good news, anyone can do it. After doing some research I found out that you don’t necessary need to millions of followers, just a YouTube, Instagram, Twitter or Facebook account to qualify. They will look at your followers but there is no detailed number required which means anyone can cash in on items that you probably purchase anyway. Now in order to make money people have to click your links and buy, so that may be the catch and advantage of a larger audience. So, my question to you is, have you purchased anything from these Instagram/Amazon influencers? I know I have, and I loved most of my purchases! Is there anyway that influencers truly love sharing a deal? Or is it all just to make a buck?
The way your market your company’s brand involves far more than an increase of customers and sales. A company’s marketing strategy is one mechanism to present a positive image of your brand for your audience. The values your company chooses are permanent even when logos, strategies and products are evolving. Taking the time to focus on brand values gives a company the ability to communicate more clearly through their strategic marketing plans.
Brand Values. What are they?
Brand values are the core of every business and these values help influence the brand’s look, feel, message, and ultimately the relationships with its customers (Emarketed, 2018). Customers need to understand a company’s brand values because they are “constantly interacting with brands online and through social media. They need to understand your brand image and see more than just a picture of a product in order to become loyal followers” (Emarketed, para. 3).
When considering brand values, it is important to understand how people view brands. Kervyn, Fiske, and Malone (2012) suggest that people look at brands similar to how they view people. Brands can improve the relationship with their customers by combining or inspiring the brand with human values (Kervyn et al., 2012). So with this concept, brand values can be looked at as human values and the brand appears to function similar to humans (Torelli, Monga, and Kaikati, 2012).
Brand Values contained within a Company’s Advertising
After a company determines their brand values and how the company wants the audience to view their brand, it’s time to start communicating the message. Consistently representing the company’s values in every possible way so that people can immediately recognize a company and what the company is all about is key to a successful strategy. Being consistent about company values can help keep a brand more trustworthy and reliable to its customers (Emarketed, 2018). Consistency does not mean the look and feel of all ads need to be identical but they should be reflected in the core message of the ads across platforms.
When designing ads, consideration should be given to how a company can incorporate their brand values into their messaging and how any new idea being used in an ad can be related to the brand values as well. Emarketed (2018) suggests finding a way to incorporate brand values in taglines, messaging on the company website, and any other messaging strategies utilized, so that the values are reflected in what is being said. The goal is for people to remember your brand and to associate positive elements with it.
Consumer Understanding
A company’s image is more than just the external exposure it gets from posting pictures or the voice the consumer hears. Consumers pay attention to company values and are more likely to pay more for those brands that align with their values (Emarketed, 2018). A company that makes a stand, and not only portrays values but lives by those values are more likely to win over customers and attract a larger customer base.
Kervyn, N., Fiske, S.T., Malone, C. (2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22 (2) (2012), pp. 166-176
Torelli, C.J., Monga, A.b., . Kaikati, A.m. (2012). Doing poorly by doing good: Corporate social responsibility and brand concepts.Journal of Consumer Research, 38 (5) (2012), pp. 948-963
If the truth is the absence of a spin, then how can we scan for the presence of one? A spin is when facts are altered, manipulated, or hidden to prove a point or push an agenda. However, facts are interpreted research findings, so how can a spin be avoided? And is that a research requirement or a choice?
Last week, our class guest lecturer Brandon Rochon, Managing Chief Creative Officer at Kastner & Partners and Founder Chief Creative Officer at SNKRINC, talked in depth about consumer research and his take on always staying truthful to himself and his clients even at the risk of losing them. Bias-checking has become as essential as the research when assessing a brand, company, or campaign. We can’t build a plan based on observations, because as Brandon said, “Not all observations are actual insights.”
Brandon’s lecture made me reflect on the research I conduct on daily basis and how to counter biases. I had a conversation about it with the Senior Vice President of Media Research and Consumer Insights at Crown Media Family Networks (CMFN), Jess Aguirre. We discussed the state of research in a world where access to information is one click away and where claims are presented as truths most of the time. Jess spoke about the transitions that the marketing and creative industry are going through. He stated,
“The days of throwing stuff on the wall to see what sticks are long over.”
He shared that while there is no substitute for brilliant creative, production and marketing today has turned into a paint by the numbers business where good research determines the canvas on which a producer or marketer can paint. Staying neutral is the key to good research.
CMFN’s Research Department pride themselves on their neutrality under Jess’ leadership. Eliminating the participants’ and researchers’ biases is the secret. For example, for their primary research, participants are picked after a thorough process to ensure reliability and neutrality. Another process involves accountability by keeping an eye on the participants and researchers to make sure they don’t hold any biases. But even then, the results are tailored depending on the client’s initial motive and goal. For instance, the Sales department needs a different set of information than the Programming department.
In the end, the absence or presence of a spin
in the research is a choice. It can depend on the person’s principles or values
when conducting the research. However, it may also depend on the goal or motive
when revealing the findings. In some cases, objectivity and the truth is the
priority. In other cases, serving the client’s goal or winning an account may
be the priority.
Whatever choice you pick, and as Brandon put it last week, “it is about the foresight as much as the insight in this business.”
I’ve recently noticed that most of the ads on my social media feeds are for direct-to-consumer brands – whether it be for American Giant hoodies, Rothy’s sustainable shoes, Warby Parker sunglasses, or Away suitcases.
So, what is a direct-to-consumer brand? A direct to consumer (or DTC) brand is a company that promotes and sells a product directly from the seller to the consumer. This means that the brand is able to cut out any middlemen along the way, sell their product for less than a traditional retailer might, and build a direct and trustworthy relationship with consumers. These new-wave brands, specifically in the retail space, are upending traditional companies and causing what the Interactive Advertising Bureau is calling a brand growth crisis for traditional companies. One thing is certain: these new direct-to-consumer brands know how to market damn well. Below are three major learnings from DTC companies and their marketing activities.
Build your own army.
Traditional brands like Revlon or Maybelline buy shelf space at big box retailers like Target or Walmart. While it guarantees them eyeballs from the millions of customers that walk through these retailers’ doors, it also means that they are missing out on leveraging brand advocates. Conversely, DTC brands like Warby Parker have developed strong, one-to-one relationship with consumers. The result? A devoted, engaged and loyal audience. Warby Parker was able to capitalize on a digital engagement strategy designed to take advantage of their millennial audience’s social media behavior. Early on, they asked customers to post photos of themselves wearing their Warby Parker trial frames via social media, asking their followers, friends and families to weigh in on which frames looked best. In this way, Warby Parker was able to leverage their customers to reach other potential customers, thereby building their own army from scratch. Rather than paying celebrities to endorse their products, Warby Parker has tapped into user-generated content to tell Warby’s stories in authentic ways, growing brand advocacy and achieving greater engagement.
Product design is a marketing strategy.
Historically, product design was often meant to be a form of advertising. Think of traditional shampoo companies. Images on the front of a bottle usually list out all the benefits of the shampoo solution and include a photo of a happy, healthy and beautiful model with a gorgeous mane to boot. Now, DTC companies are ripping up the marketing playbook. Since 2014, new wave beauty brand Glossier has attracted hardcore fans – part of this strategy was their product design. Positioning itself as the antithesis of the beauty industry’s big players, Glossier’s product design and packaging is deliciously upfront. Rather than purporting all the benefits the beauty products offer, Glossier products are decidedly minimalist. One of their best-selling products “cloud paint,” is a small white bottle that just says “seamless cheek color” in tiny font. The cap is a shade of pink that reads the specific hue (e.g. Haze, Dawn, Storm). Glossier leaves the marketing up to their customers, who wax poetic on their products on social media. In taking a more under-the-radar and alluring approach to product design and marketing, Glossier has been able to seize “it” brand status.
Customer (feedback) is king.
As mentioned previously, one of the strengths of DTC brands is their relationship with the customer. With a very direct relationship to the customer, DTC brands have troves of invaluable data they can use to better inform business and product strategy. We can look to sustainable shoe company (and disclaimer: my client!) Rothy’s for an inside look. Rothy’s is a DTC flats brand for women, offering beautiful and comfortable shoes made nearly entirely out of recycled plastic water bottles. Because they own the relationship with their customers, they’re able to know their highest-penetration markets (DC and Boston are two of their biggest markets). Just last week they announced they’d be opening 5 stores by the end of the year – DC and Boston are part of their brick-and-mortar strategy. Additionally, Rothy’s is able to understand their customers’ preferences and purchase trajectory. For example, they know that the Black Point style is usually a woman’s first purchase on the Rothy’s site (probably because it’s a neutral color and safe bet), and then after that first purchase that some woman feels more adventurous and is more comfortable playing with color, adding a red or printed pair of Rothy’s to her closet later. Understanding the path to purchase and repeat purchase has never been more important.
Once a harmless idea of connecting users and content, social media platforms have routinely found themselves in the center of controversy. These controversies have caught the attention of large organizations and marketers as their choices and operations are now impacting others advertisements.
Some organizations deal with more minor difficulties, such as their ad being placed next to another distasteful ad or ad that is being paid for by a company known for negative practices. Other organizations, must deal with more complex consequences.
Earlier this year, many advertisers pulled out of YouTube as it was discovered their algorithm was directing viewers to exploitive videos of children. This catapulted the discussions towards responsible practices and the stricter monitoring of content.
To this, many of the world’s leading organizations (and top ad agencies) have joined together to create an organization called the Global Alliance for Responsible Media which will focus on the importance of digital safety. Still new, there is much left to be determined in terms of what operations will actually look like. However, this is a positive step towards uniting marketers and protecting brand images.
Some of the advertisers include names you know like General Mills, Adidas, NBCUniversal, Nestle, Procter & Gamble, Unilever and others. Additionally, they have convinced Facebook, Google, YouTube, Twitter, and others to join the alliance as well.
This alliance will be critical as we continue to move forward in the digital media landscape. While platforms still have a long ways to go in terms of monitoring exploitive or offensive content while balancing the freedom of expression and not “over-policing,” this alliance is a step in the right direction to create more credibility and accountability.
What do you think the first actions of the new alliance should be?
References:
Ha, A. (2019). Advertisers and digital media companies form a new Global Alliance for Responsible Media. Retrieved from https://techcrunch.com/2019/06/18/global-alliance-for-responsible-media/
Romm, T., & Timberg, C. (2019). YouTube to ban comments on most videos featuring minors to combat child exploitation. Retrieved from https://www.washingtonpost.com/technology/2019/02/28/youtube-ban-comments-most-videos-featuring-minors-combat-child-exploitation/?utm_term=.ec6e6a6d867a
Earlier this year, my childhood friend came out as bisexual to her friends and family. This was of course a tough revelation not only for her but for her very conservative family as well. Growing up in a catholic household myself, I understand the repercussions and mentally draining consequences this kind of announcement may have to the life of a member of the LGTBQ community. Therefore, when she asked me to join her and her girlfriend at this year’s pride celebration I ecstatically agreed.
I have to admit that I am fairly new to this whole celebration and movement and as a fashion enthusiast, the first thought that crossed my mind was, “what am I going to wear?” (as if my outfit would somehow resemble the support and advocate I have for the LGBT community). Needless to say, I took a trip to the mall and was quickly overwhelmed with the amount of rainbow flags clothing each retailer offered. Stores like Bloomingdales, Nike, H&M, and even Mac Cosmetics had a whole section dedicated to pride.
The symbolic support of the LGBTQ community through name-brand retailers is prevalent, most notably as we enter pride celebration. But what exactly are these store promoting? And most importantly, what issues are they supporting? Where does the money consumers spend on ‘pride gear’ go to? Do our dollars actually support LGBTQ rights or is it all just part of a marketing scheme? How much percentage of the merchandise sold is appropriate for retailers to pocket for them to have the ability to call themselves true activists?
As we reflect on these questions, it is important to understand the history of the LGBTQ community and what pride months really celebrates.
“Major corporations have turned LGBT struggles into marketing moments to make themselves look good,” said Bill Dobbs, a longtime New York gay activist. “The modern movement for gay rights was jump-started by Stonewall, and it’s still a battle for the lives of LGBT people — not about selling trinkets and clothes with rainbow colors. They’re a distraction.”
It is easy to lose track of what it means to be proudful and a supporter of equal rights when you have retailers trying to sell you rainbow-themed gear right and left that would make for a cute outfit for that Instagram post, however it is important to remember the history and the continuous effort this community has gradually overcome. At the end, I can guarantee your friend or colleague will appreciate you for simply showing up and not praise you for what you are wearing.
As someone who has studied communication for many years now, it might seem ironic, but I avoid news media outlets and marketing unless I specifically go looking for information to help me make an informed purchase (or if I have to for homework). As a mother with two small children I decided to get cable again. I hadn’t seen commercials in years (with the exception of YouTube ads every here and again). The blatant and unapologetic, not to mention loud, advertising on children’s channels is absolutely unreal, annoying and insanely effective. My daughters, age 2 and 5, used to come home from grandma’s house talking about toys I had never heard of or had any interest in. Since getting cable these commercial ads have invaded our conversations and since I’m usually in the room I get interrupted with the shrieking screams of “I want that!!!!! See mom, that’s what I was talking about!!”
Now my daughters aren’t allowed on YouTube (I’m a Crime Prevention Specialist and can tell you all the ways children are targeted on YouTube), but there are ways that children are targeted for products as well. Unboxing videos are the most obvious way children are being sold the latest toys.
If this isn’t enough exposure to marketing for a group that has no concept of money management let’s talk about McDonald’s for a second. USA Today published that 20% of all sales at McDonald’s included a toy. McDonald’s is the largest toy distributor in the world. Yes, you heard right. McDonald’s distributes more toys than WalMart and Target. Notice, I didn’t say toy seller. It’s all marketing. The toys keep your kids up to date with the latest movie or toy sensation to drain your wallet. Which brings me to the point of this blog: Whose wallet is being drained? Yep, it’s yours (and mine).
Are you really choosing to buy these toys? We, as adults, like to think we have a say in it, but do we really? If you’re going to buy any child a toy, what is the first thing you do? Ask the child “What do you like?” Does any kid not have an answer to this? They begin their enthusiastic and almost rehearsed monologue about some show or some toy and begin to rattle why these toys are the absolute best thing in the world and that they need it more than the air they breathe. At this point, whatever commercial or ad got them all worked up has affected your purchasing decisions and there you are in line or online about to buy something you still know nothing about because of an ad you have never seen.
According to an article in Revel Advertising kids consume your entire life the moment you even know you’re pregnant. Extended family and friends begin to invest their interest in this new little life. Clearly, this is common knowledge that is absolutely a way to exploit innocent minds into pestering the wallet holders in their lives to buy into the latest cheaply made and overpriced fad.
So why is this such an important demographic beyond the concept that they’re just easy targets? Well, let me tell you. Being impressionable also means that it’s a way to hook them young. Sound familiar? Just like the claims against the tobacco industry, brands are attempting to create a solid foundation of future consumers. Obviously, toys aren’t the same as tobacco but it’s still sort of unethical to bombard children with ads for things they can’t buy for themselves with money they made themselves just to re-wire their brains that aren’t old enough to make decisions for themselves so that they keep buying these brands as adults.
The communicator in me is in awe, but the mom in me is just a little bothered.
While on travel for work last week, I finally got around to watching Brené Brown’s The Call to Courage on Netflix. While I respect and enjoy her work and the way she influences personal growth among many, I couldn’t help but think about vulnerability in marketing – whether that be in social media, a brand’s “about us”, or a new advertising campaign.
There are many examples that showcase how vulnerability in marketing is effective. Most obvious, Brené Brown herself. The act of being vulnerable about her vulnerabilities has been the foundation for her entire brand.
This talk was presented to a local audience at TEDxHouston
You don’t have to scroll through social media for long before you will come across a profile that is exuding anything short of vulnerability.
Apparently, vulnerability seems to be a hot topic among the workplace, social media, and marketing. However, I can’t help but notice the irony in vulnerability. The online community girlboss, writes of exactly that.
When people or brands put an extreme amount of effort into trying to be vulnerable, do they overlook the authenticity of being vulnerable all together? Are they approaching the concept of vulnerability and shaping their message in terms of thinking about what would come across as vulnerable to consumers, as compared to being in and feeling the rawness of vulnerability?
Katie [@ktlosing100]. (2018, March 2). Posting this for my own dose of perspective [Instagram photograph]. Retrieved from https://www.instagram.com/p/Bf1AXwEgGNq/
