"Buy the Way…" Insights on Integrated Marketing Communication

Earlier today I did some early Black Friday shopping and during check out a few sales associates asked me if I’d like to make a donation to charity. I recall some years back being exposed to these type of fundraising campaigns in supermarkets, if I didn’t donate, I felt guilty and perhaps thought the person next to me would think I was shallow because I didn’t care about supporting causes. But these days, I politely decline. I’m skeptical of these type of campaigns and don’t feel comfortable not knowing where my money is going; even if it’s just a few dollars.

In Point of Sale campaigns, a retailer solicits a donation via a cashier and shoppers are encouraged to make a donation; this is very common type of cause marketing campaign among retailers. Point of Sale is a way for corporations to express their philanthropic side by partnering with nonprofit organizations to help them raise money and awareness; in return, it generates more business for the organization. Cause marketing campaigns benefit from what economists calls – the warm glow effect – in which consumers walk away feeling good about themselves. In psychological terms, by donating to a checkout charity the consumer has earned “moral credit” and gives one the license to do something that’s not as virtuous, like spending money on something frivolous (Small Business, 2017). Everyone wants to see themselves in a positive light and point of sale companies give consumers the chance to engage in “prosocial” behavior in the hopes that there’s a halo effect and consumers’ positive sentiment translates into customer loyalty and higher sales. It’s quick, it’s easy and convenient; there is not an end in sight (Great Fall Tribune, 2017).

The Better Business Bureau addresses many unresolved questions regarding checkout charity campaigns, such as; What role does the store play in supporting the charity besides your donation? Does the store receive a match for any of the donations? Does the store receive a tax write off? Does the store charge the charity administrative fees? What percentage is donated directly to the charity? Many of those questions continue unanswered because there is little regulation and it remains unclear who’s keeping track of the roundup donations. Experts explain that there should be more transparency with point of sale campaigns; materials to tell you about the campaign, the goal of the campaign, and how much of the money donated is going to the nonprofit (foxtvnews, 2017). What will you say the next time the cashier says, “Would you like to make a donation?”

References:

https://money.howstuffworks.com/checkout-charity-is-good-for-business.htm

https://www.greatfallstribune.com/story/news/2017/11/20/checkout-charities-contribute-millions-good-causes-use-caution-when-donating/880898001/

https://www.fox10tv.com/news/charity-checkout-who-s-tracking-round-up-donations/article_68c2eb4a-cd27-5132-b77a-8cb11ec27c9d.html

https://theconversation.com/asking-customers-to-donate-when-they-buy-stuff-may-be-good-for-business-102298

What does your inbox look like right now?

Chances are, you’re seeing lots of emails from brands touting their Black Friday and Cyber Monday deals. Don’t worry, you didn’t miss a day. It’s not Friday yet. As one retailer put it in their advertisement: “Early is the New Black.”

When did you see your first Black Friday email? I started seeing them as early as Monday, November 19. Understandably, brands want to get the word out early about their sale since this is the busiest shopping period of the year. In 2017, consumers spent $7.9 billion during this time. And according to some studies, consumers begin researching their holiday shopping as early as October.

But is it all too much too soon? How many fun, interesting subject lines can there be that tease an “early” Black Friday? How much marketing copy that emphasizes scarcity can be written? Brands are capitalizing on the scarcity effect: consumers feel compelled to buy due to a supposed upcoming scarcity. However, most of that feeling is manufactured by the brand. You’ve seen the buzzwords:

Flash sales that are for one day only. You only have one day to get this screamin’ hot deal, so you better act now!

Limited time offers tend to last a little longer than flash sales, but not by much.

This one is my personal favorite. As someone who works in ecommerce, I’m going to tell you a little secret: we almost always have more. We just don’t want you to know that.

Maybe I’m just feeling overwhelmed by the state of my inbox right now, but I think the “sneak peeks” and “Black Friday came early” emails can wait until at least Wednesday. Our professional inboxes are probably full enough without our personal inboxes being hijacked by promos. I know I’m totally starting to sound like an old person: but maybe it’s all moving too fast these days. What do you think? Are brands pushing too hard?

I was watching an episode of Keeping Up with the Kardashians earlier today. Kanye West was working to release a sneak peek of the Yeezy Season 7 collection in Tokyo, Japan. He sent his wife, Kim Kardashian-West, to promote the brand by simply wearing his hand-picked selections in public while on a sister trip with Kourtney and Khloé. In a 5-day span, Kim wore several outfits across town with the intention to gain the attention of paparazzi and locals who frequent social media. The plan worked. But that’s not the impressive part.

Kim and her glam team strategically planned a mobile photo shoot where they drove around town taking pictures in different Yeezy looks. Kim changed in the van. Talk about commitment and efficiency! The photos were later plastered across digital and social media platforms with the specific intent to post on Instagram. In the throwback words of Instagram enthusiasts, “Do it for the Gram!” And that is exactly what Kim is known for – her ability to capitalize on social media marketing.

With 120 Million followers on Instagram, 59 Million followers on Twitter, and about 8-9 Million views per day on Snapchat, Kim Kardashian-West is the fifth most-followed celebrity on social media. Many may question exactly what she does and exactly how she got here but one thing is for sure…in all that she does, she markets herself well. In fact, in 2016 she was named a mobile mogul by Forbes and graced their magazine cover. The entrepreneur has mastered the art of connection by giving her audience access to exclusive content (a.k.a. her entire life).

How does Kim successfully market herself? Entrepreneur magazine shared this wisdom in four short marketing lessons:

1. Turn the negative into opportunity.
2. Engage on social media (she does it daily!).
3. Know your audience.
4. Diversify your offerings.

The bottom line is that Kim has a lot to post about – her celebrity family and friends, her incredible fashion sense, her KKW Beauty products, and well, her fit body. And, we want to know all about it whether we like her or not. The variety, her innate ability to connect and keep everyone’s attention while practically monetizing every reputation crisis has proven to be a solid marketing strategy that works for her and the entire Kardashian-Jenner family. Shall we take a page out of her book?

In 2018, there is a new kid on the Instagram block: The Micro-Influencer. So, what is a micro-influencer and are they here to stay? Let’s explore further.

What is the difference between Influencers/Celebrities and Micro-Influencers?  

A micro-influencer is defined as someone who has fewer than 500,000 social media followers (Wissman, 2018). Micro-Influencers typically have fewer followers than influencers and celebrities; but this is not necessarily a bad thing. Evidence is mounting that the number of followers a brand influencer has is not the be-all and end-all of a successful campaign. In fact, once a celebrity or influencer reaches a certain number of followers, engagement actually starts to decline because followers want to communicate with people that they can relate to (Pierucci, 2018). An alternative strategy that executives are increasingly starting to consider is to collaborate with a micro-influencer. Micro-influencers are known for their loyal, niche follower base and are able to reach high engagement levels with their follower base. Additionally, the follower base tends to trust micro-influencers because they are relatable, which is an important component to a successful social marketing campaign.

Why use a Micro Influencer?

Micro-influencers can deliver a message on behalf of a brand that will resonate with their niche follower base. According to Forbes, MediaHub’s entertainment and retail clients experienced an engagement rate of more than 50% when they partnered with a micro-influencer (2018). In addition, when a brand collaborates with a micro-influencer, it tends to be a positive return on investment (ROI). The reason for this is that micro-influencers usually require a smaller fee per posting, receive high engagement levels, and increase brand awareness (Brin 2018). Simply put, a micro-influencer can capture the attention of a brand’s target audience and influence their purchasing decisions at a fraction of the cost of a celebrity or influencer by leveraging their niche following.

Have any brands successfully collaborated with a Micro-Influencer?

The short answer is yes, they have.

• Beauty and skincare brand, Glossier, collaborated with student and micro-influencer, Cecilia Gorgon, to highlight their products and she recommended that her followers give the brand a try (Creator.AI, 2018).
• Beverage company, Naked Juice, partnered with lifestyle blogger and micro-influencer, Kat La Vie, to display the brand as one of her must haves after a workout session (Creator.AI, 2018).
• Spiritual Gangster, a yoga-inspired clothing company, teamed up with wellness micro-influencer, Alexandra Lerner, who wore the brand on vacation (Wissman, 2018).

Other brands that have collaborated with micro-influencers include Google, Spotify, Chrysler, AnthroDesk, Kenzo, Bulgari and Sperry (Wissman, 2018; Creator.AI, 2018).

References

Creator.AI. (2018) 7 Brands that really use micro-influencers. Retrieved from: http://www.creator.ai/en/blog/7-brands-that-really-use-micro-influencers

Pierucci, S. (2018). Why micro-influencer marketing is the game in 2018. The Startup. Retrieved from: https://medium.com/swlh/why-micro-influencer-marketing-is-the-game-in-2018-fdeda0993c36

Wissman, B. (2018). Micro-influencers: The marketing force of the future? Forbes. Retrieved from: https://www.forbes.com/sites/barrettwissman/2018/03/02/micro-influencers-the-marketing-force-of-the-future/#32d5b266707b

Brin, D. (2018). Small businesses find micro-influencers a good marketing avenue. Forbes. Retrieved from: https://www.forbes.com/sites/dinahwisenberg/2018/07/31/small-businesses-find-micro-influencers-a-good-marketing-avenue/#750cb5476f9f

Artificial intelligence, or AI, has evolved from a creepy science fiction trope to an element that continues to evade and support our everyday lives. Utilizing AI in order to bolster social media marketing is now something that is accessible to smaller businesses, thanks to a new program called Sensai. Why would a small business need AI to create an effective social media presence?

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Facebook’s struggles over the past three years are readily identifiable at this point. The dogged focus on expansion and growth, the selling of customer data, the denials and then eventual apologies, the attempt at public confidence building, and then a repeat scandal process have become almost routine. We’ve more often read about Mark Zuckerberg and the shortcomings of Facebook over the past three years than most other stories, Russia not withstanding (though these topics are inexorably interwoven). As someone whose role at a nonprofit partly includes overseeing the company’s social media channels, I have focused my attention on Facebook’s multitudinous scandals because the ethics and ethos of my company are reflected in our presence on Facebook’s platform. I have wrestled with whether we should continue to remain on the platform and what would be the proverbial red line that would indicate our needed retreat. Was it Cambridge Analytica? Was it the accumulation of customer data and call logs? Was it Zuckerberg’s mechanistic attempt at being a real human? I’m asking these questions while reading that we are beyond the point of questioning the importance of social media to digital marketing efforts (Vaynechuk, 2013). Ultimately, I’m asking myself and my superiors the question “Do the benefits of a capitalistic company outweigh the horrendous ethics of an amoral corporation bent on global expansion regardless of casualties?”

The past week has felt different. The latest Facebook scandal feels like the red line has come and passed. In October 2017, after years of slow leaks from Facebook and journalists over Facebook’s role in the 2016 election, Facebook hired Definers Public Affairs. Definers was founded by GOP presidential political operatives who specialized in applying campaign tactics to corporate public relation strategies (Frenkel, Confessore, Kang, Rosenberg, & Nicas, 2018). Facebook’s and Definer’s political tactics began in innocuous support of bills that other tech companies shunned as a way to curry favor with politicians and the public. Soon, however, Definers took a more insidious approach. First, Facebook used Definers to impugn opponents like George Soros, a billionaire who funds Democratic policies and candidates and is cast as a villain by the GOP (Frenkel et al., 2018). Soros has disparaged Facebook’s role in the 2016 election, so Definers sought to float stories to outlets that cast Soros as the architect of anti-Facebook protests. Next, the company employed Democratic Senator Chuck Schumer, whose daughter works at Facebook, to convince GOP colleagues to back-off their criticism and investigation of Facebook. Government scrutiny of the company, Schumer argued, should ease so that it can work with Facebook (Frenkel et al., 2018). Finally, it used a third-party, NTK Network, to distribute stories criticizing Facebook’s rivals, most notably Google (Nicas & Rosenberg, 2018).

One could rightly argue this happens everywhere and Facebook is no different. True, I’ll concede that. But should that matter? Should it matter that other companies employ deceitful tactics that disparage rivals and curries favor with politicians? Shouldn’t we care what companies are doing? It is our choice whether to use these companies or not. That’s how capitalism functions. Supply and demand and all of that. Facebook is actively targeting politicians so that it can escape retribution for its role in the 2016 election and in its continued role in atrocities across the world. Further, Facebook is courting politicians so that it can continue expanding with its role in global geopolitics being a backroom byproduct as it “brings the world closer together” (the corporate mission statement). I’m not sure I have an answer to this and I’m not sure I know when I’ll push my company more on removing our presence on Facebook. But Facebook’s devolving into a corporate menace means we should be more scrupulous in whether we attach our institutions or ourselves to companies that are actively working to the make the world a worse place. This is surely a longstanding question that many organizations over the decades have faced, but the technology is enabling companies like Facebook to do more damage across the world. We should start paying more attention and caring more about what organization’s are doing throughout the world.

Frenkel, S., Confessore, N., Kang, C., Rosenberg, M., & Nicas, J. (2018, November 14). Delay, deny and deflect: How Facebook’s leaders fought through crisis. New York Times, Retrieved from https://www.nytimes.com/2018/11/14/technology/facebook-data-russia-election-racism.html?module=inline

Nicas, J., & Rosenberg, M. (2018, November 15). A look inside the tactics of Definers, Facebook’s attack dogs. New York Times. Retrieved from https://www.nytimes.com/2018/11/15/technology/facebook-definers-opposition-research.html

Vaynerchuk, F. (2013). Jab, jab, jab, right hook: How to tell your story in a noisy social world. HarperCollins Publishers: New York.

Professional athletes have always been seen as those incredible individuals that do what not many other people can do. Yes, maybe you played football in high school or soccer in college, but when it comes to being a professional athlete, so much more is needed and necessary to be successful. At least, that was the idea.

The emergence of e-sport athletes has created a new definition for professional athletes, and this new frontier of “gamers” creates a new way for companies to make money. These companies in turn now new methods for their campaigns to reach consumers.

E-sports are competitive video games that are played in teams against other teams. Although they can be individual one-on-one games, the e-sport leagues that exists consist of teams that enter tournaments or are in a league with a big pay out. How big you ask? Well, the largest in the world is the Dota 2 International Tournament with purse of $24 million and the winning team splitting $10 million. So playing video games is no longer a waste of time, if you are good.

In turn, with the emergence of this new sport; leagues are surfacing and a new need to market and sell these leagues, teams and merchandise is needed. There is a need to reach out to get people aware that this is no longer a waste of time for kids, but rather a possible career, such as professional football players or basketball players that play the game their entire life for a chance to reach the “big leagues”.