"Buy the Way…" Insights on Integrated Marketing Communication

Judging by the jack-o-lanterns on front porches and piles of fallen leaves in my neighborhood, it must be time for another installment of everyone’s favorite holiday;  Election Day.  Participating in the democratic process just might be sweeter than dressing up in a ridiculous costume, eating candy, or watching The Evil Dead.  Don’t worry; I’m not here to remind you to vote.  I know Taytay already told you.   If she can’t convince you, I certainly won’t.

Instead, I want to share a few examples of campaign ads that were run this election season.  Have you noticed how almost all the ads you’re seeing this season (and the last few years) are negative?  Turns out, scientists have determined people are wired to respond to negative stimuli more so than positive.  While some marketers are reluctant to go negative, when done correctly, it works well.

”Research in neuroscience and human behavior has determined that — while we may not be consciously aware of it, or even want to admit it — we humans are much more influenced by bad than good. “    

Be it soft drinks or email servers, attack ads carry resonance that positive ads often can’t match.  The following campaign ads certainly follow the formula, but missed the mark with voters.  Thankfully, these gems will forever be enshrined in the archives of the internet.

The Dumpster Fire

Outspoken cable news personality Richard Painter isn’t going to waste your time getting into boring details in this spot.  There’s only time to tell you there’s a fire, it’s urgent (what’s more urgent that a dumpster fire?), and presumably he can fix it.  While we can all appreciate a good dumpster fire, the good people of Minnesota didn’t think Mr. Painter was the man to put it out.

The Danger Zone

Congressional candidate, Dan Helmer’s campaign decided to channel a moniker made famous by another veteran, and I’m not referring to Tom Cruise.  While the spoof certainly has its humorous moments, it is still negative in tone.  Maybe it was his position on issues, maybe it was the singing, but the voters in Virginia’s 10^th district took away Mr. Helmer’s wings.

Hi, I’m Johnny Knoxville

Unlike the first two examples, Colorado congressional candidate, Levi Tillemann, addressed a hot issue head on.  You could say he took it in the face.  Mr. Tillemann’s team paired a scary topic for many parents with a Jackass style stunt.  It might have been the election results, it might have been the pepper spray, but in the end, Mr. Tillemann’s face was red.

The experts say that negative campaign ads from candidates are effective in driving voter turnout, so watch out for more of these ads in the coming week.  I for one hope for a more positive tone in our national discourse very soon.  In that spirit of positivity, I’ll leave you with my favorite ad from a failed candidate this year.  Warning – It’s catchy!

Feel free to comment with links to other great campaign ads.

References

https://adage.com/article/agency-viewpoint/negative-ads-positive-brand/295692/

https://www.mediapost.com/publications/article/320214/negative-advertising-in-politics-works.html

Vice News’ mash up of crazy campaign ads: https://www.youtube.com/watch?v=yN_Mp9ZsVXA

Who is Jack Sears?  Why is this a good thing for the Trojans?

Throughout this season the Trojans’ have been struggling with injuries, its offensive line and the inconsistencies with J.T. Daniels as the first-string Quarterback.  Last week, Daniels suffered a concussion at the end third quarter placing Matt Fink, the second-string Quarterback who was sustaining three broken ribs, to completing six out of seven passes and two touchdowns in the fourth quarter against Utah.  Unfortunately, the 41-28 loss against Utah, the Trojans are now trailing 4-3, 3-2 in the Pac-12 (McCollough, 2018; McCollough, 2018 & Sallee, 2018).

Although, there are other opportunities and chances for the Trojans to win more games. Many USC Trojan fans do not know Jack Sears. Sears, the young 20-year-old redshirt Freshmen third-string Quarterback from San Clemente will be playing against Arizona State for the first time as a Trojan.  In 2015, Sears played at San Clemente High School with his mentor Sam Darnold, (former USC Quarterback now playing for the New York Jets) as his wide-receiver, followed his footsteps as a Quarterback, and as a team won the CIF Southern Section Championship & state title for the Tritons in 2016 (McCollough, 2018; McCollough, 2018 & Sallee, 2018).   

In closing, Jamie Ortiz, Darnold & Sears former San Clemente coach, firmly believes both men are winners because they learned how to be Quarterbacks together. Though, like Darnold, Sears knows how to execute plays and is explosive at making plays with his feet. “You want a guy that’s going to be a winner and lead your team. Both of those guys have been groomed here at San Clemente, and now at USC. They know what it takes to win” (McCollough, 2018; McCollough, 2018 & Sallee, 2018).

And winning more games is what USC needs to win another championship.

Fight On!

References:

McCollough, J.B. (2018, October 21). Jack Sears, Trojans’ third-string quarterback, could start against Arizona State. Los Angeles Times. Retrieved from http://www.latimes.com/sports/usc/la-sp-usc-report-20181021-story.htm

McCollough, J.B. (2018, October 26). USC hopes Jack Sears can be the latest San
Clemente quarterback to provide the Trojans with a spark. Los Angeles Times.
Retrieved from http://www.latimes.com/sports/usc/la-sp-usc-arizona-state-20181026-story.html

Sallee, B. (2018, October 27).  USC to start third-string QB and redshirt freshman Jac
Sears in place of JT Daniels. CBS Sports HQ Daily Newsletter. Retrieved from www.cbssports.com/college-football/news/usc-to-start-third-string-qb-and-redshirt-freshman-jack-sears-in-place-of-jt-daniels/

Mr. Turk and Instagram Fame

Jonathan Skow, the man behind Mr. Turk, was wonderful. He was kind, fun, effervescent and confident. He was everything he put into his clothes. Sadly, we lost Jonathan Skow a little over a month ago due to injury from a surfing accident. He will be missed and his love for life will continue on with all of those who wear his clothes.

Mr. Turk was the clothing company started by Jonathan Skow. It was established over a decade ago, and it has enjoyed steady success amidst its trendy male consumer. However, the brand has experienced rapid growth in recent years, especially amidst millennial male consumers. The online side of the business in particularly is booming, this is largely due to their Instagram presence, which has fostered an unexpected and rapidly-expanding fanbase.

Companies are salivating to become the next Instagram sensation, which is what makes Mr. Turk’s recent popularity spike that much more interesting. Trina Turk (his wife and acclaimed fashion designer) and Jonathan Skow managed to establish this coveted presence almost by accident, as they never deliberately sought out to crack the Instagram recipe that had lead to their success. This naturally begs the question: how exactly did Mr. Turk cultivate a strong Instagram presence? There are likely a variety of factors at play here, this post takes a look at their recipe for success.

Who is Mr. Turk?

Jonathan Skow, founder and lead in Mr. Turk clothing company, is the husband of acclaimed designer Trina Turk. Although the Mr. Turk clothing line is sold in over 30 boutique shops and online, the brand initially started as a male capsule collection to his wife’s Trina Turk brand. As consumer interest started gaining momentum, Mr. Turk expanded. However, Mr. Turk is still dwarfed by the much-larger Trina Turk brand.

Part of this is because Mr. Turk formed as an organic byproduct of Jonathan Skow’s artistic endeavors as a photographer and stylist, whose work has been featured in publications such as Vanity Fair, Esquire, and Harper’s Baazar, as well as various ad campaigns for companies such as Target and Sony. He explained in an interview with the New York Post that he initially began designing outfits for use in his various photoshoots. Over time, these outfits were featured in Trina Turk boutique shops, where they evolved into a full-fledged clothing line over the years.
As an artist, Jonathan Skow is defined by his ability to combine the timeless with the contemporary, as well as an affinity for colorful and playful sophistication. These elements are on full display within the Mr. Turk clothing collection, where shoppers can peruse options such as shirts, short, slacks, and yes, the infamous rompers that made a splash in 2017.
As Jonathan Skow explains, the Mr. Turk clothing brand is all about standing out. With an emphasis on play above all else, the items of clothing combine fashion classic such as suits and slacks with colorful, light prints and quirky designs. In Jonathan Skow’s own words, the Mr. Turk man is a social person “who wants to stand out” and make an impression.

Instagram: A Natural Habitat for Mr. Turk

Ideally enough, the very traits that define the Mr. Turk clothing line come across very well on Instagram. Its patterned, bright, photogenic, and colorful – all of the elements that cut through the clutter of Instagram. This is certainly reflected by their success, with Mr. Turk currently enjoying well over 86k followers (Trina Turk trails closely behind at over 78k followers).

As a social media platform whose emphasis lies solely on photography, it has become a haven for those looking to showcase their work, creativity, and just themselves in general. Everyone, from professional photographers like Skow to bored teenagers sporting modest cameras, has jumped on the opportunity to have a public platform where they can show off. Jonathan Skow and Trina Turk quickly became obsessed with the service long before they hoped to expand business via the platform, and Trina Turk shared during an interview that she took her phone with her everywhere, lapping up the chance to snap and share memorable picture whenever and wherever.

This is how the Mr. Turk brand quickly gained a second wind. As everyday users (including prominent influencers) began uploading their Mr. Turk-designed and inspired outfits, they rapidly fostered the attention that the clothing brand is designed to garner. The sophisticated, stylish apparel struck a chord with Millennials, and the turning point fully realized itself when the brand gained a special foothold amidst the gay community, who further drove up its recognition and popularity. It wasn’t long before Mr. Turk became a fashion icon in all manner of social media channels, which further bolstered online sales and cemented Mr. Turk as a prominent online fashion influencer.

Ultimately, Trina Turk and Jonathan Skow were also surprised by the Mr. Turk fever that swept up thousands of Instagram users. This is in part because their penetration of the platform was so organic, and as Jonathan Skow describes, they never sought to grow their consumer base via Instagram. Instead, he states that he was just thrilled to see others showcasing his work and basking in the attention given to them by other users. Which, when you think about it, is the exact type of thing you would expect to hear from the original Mr. Turk himself.

Confession: Sephora is where my budget goes to die.

At the ripe old age of 28, I’ve read enough beauty magazines to be terrified that my skincare routine isn’t up to par. Kinda crazy, I know. But the beauty industry has me convinced that I need more specialized products than what I can find in the drugstore. Hence: Sephora.

There’s a Sephora within walking distance of my office. Both of my bosses used to work at Smashbox. I have constant exposure to makeup and skincare and I have access to people with some insider knowledge. So when one of my bosses mentioned trying Sunday Riley, I was intrigued. First of all, great name! Second of all, I had heard the hype because I had checked them out on Sephora. So I bought some aaaaaaaaaaand I love it. It’s helped with my cystic acne and seems like a really high-quality product.

But then the skin cream hit the fan: Sunday Riley had their employees writing reviews on their product pages, posing as consumers!!!!

An internal email was recently revealed that gave Sunday Riley employees instructions on how to mask their IP address in order to leave positive product reviews on sephora.com. Consumers rely heavily on reviews in order to inform their purchases. It’s a form of collective intelligence; you assume that an Everyday Joe is a reliable source of information and that they aren’t trying to “sell” you on anything. Needless to say, this has been an embarrassing time for the skincare company. They’ve had to do a lot of apologizing.

How does Sunday Riley come back from this, if at all? How can a brand re-build consumer trust?

I struggled to write this blog and for reasons other than writer’s block and lack of creativity. I struggled because I have to watch what I say and how I say it in fear of sounding too bold, too segregated, too black power-ish (is that a word?), too angry, too dramatic, too…well, black. See, that’s the problem. I have to be careful when expressing myself and my opinions even if backed by data. I may offend someone for being proud of who I am and, thanks to AncestryDNA, where I “may” come from. Another group may feel excluded from the movement, like #BlackLivesMatter shifting to #AllLivesMatter (Victor, 2016). On the flip side, I may sound “articulate,” which sounds like a compliment until someone is only impressed because they expected less of you. You see, there’s a lot that goes into talking about what #BlackGirlMagic really means because we are often not discussed anywhere else except amongst ourselves. That’s the reason why we are pushing as hard as our ancestors to be seen and heard on media platforms that many overtly and covertly think we still need to earn. Do you know what it feels like to be chosen solely for diversity sake? Well, check this out.

Last week, I was on a conference call with an integrated communications agency and PR firm for input on my job’s website. The goal of the call was to develop a marketing strategy that would attract people to the website and call them to action: donate, volunteer, or partner. The engagement would help us continue providing vital services to vulnerable, low-income seniors. The first advice we received was to replace the testimonial video on the homepage from a white male to a person of color, preferably a black woman. The second set of feedback was, “If you do not choose a black woman then at least make sure it’s a woman.” One white male, three white women and I sat in silence for what I perceived as my moment to speak now or forever hold my peace. I held my peace. (According to stereotypes this should be surprising.) They then proceeded to share insights on the importance of telling compelling stories of ethnically diverse populations and how impactful it is. The kicker? Our patient-base is made up of mostly white and Asian individuals. At that moment I felt like the poster child for all things low-income and underserved when I was actually one of two decision-makers on the call. A black woman in leadership being asked to tokenize her own for a charitable cause (Ho, 2017). Not exactly how I wanted to spend my morning but unfortunately, it happens all too often.

Black girls and women are one of the first to grace the pages of nonprofit marketing materials and the last to have a seat at the table in affluent and influential spaces. When we are invited, we must be ever-so-grateful to be the chosen one. Literally, only one. Our self-esteem has suffered because of it as we run back to our sisters for consolation. That consolation is affirmed across social media platforms through #BlackGirlMagic—a self-love movement coined by CaShawn Thompson five years ago after reading an article written by an evolutionary psychologist titled Why Are Black Women Rated Less Physically Attractive Than Other Women, But Black Men Are Rated Better Looking Than Other Men (F., 2017). See what I mean? We have to raise awareness and fight against racial inequality and gender injustice using our “magic” just to be deemed normal, both personally and professionally. So, when you see us celebrating ourselves, don’t feel left out. Don’t dim our light. Join the movement knowing that we probably had a rough call or two, struggled to write a blog post like this one or heard yet another story about the craziness we endure every day. Besides, celebrating #BlackGirlMagic does not mean others aren’t magical. It simply means we are working to increase our self-esteem in a not-so-magical world.

References

F., E. (2017). As #BlackGirlMagic turns four years old, CaShawn Thompson has a fresh word for all the magical black girls. Blavity. Retrieved from https://blavity.com/as-blackgirlmagic-turns-four-years-old-cashawn-thompson-has-a-fresh-word-for-all-the-magical-black-girls

Ho, K. (2017, September 18). 8 ways people of color are tokenized in nonprofits. Medium. Retrieved from https://medium.com/the-nonprofit-revolution/8-ways-people-of-color-\ are-tokenized-in-nonprofits-32138d0860c1

Victor, D. (2016, July 15). Why ‘All Lives Matter’ is such a perilous phrase. The New York Times. Retrieved from https://www.nytimes.com/2016/07/16/us/all-lives-matter-black-lives-matter.html

Last February, I went on a trip to Los Angeles and was amazed at how openly recreational marijuana was used. My astonishment was beside my opinions; but rather, because ten years ago the very essence of marijuana would have many sneaking around to use it. Now, with the legalization of it for recreational use in states such as California, Washington, and Colorado, leaves excellent opportunities for companies to emerge and capitalize on pot in finding new and innovative ways to entice people to purchase from startup cannabis dispensaries.

But how will these companies market a commodity that is still stigmatized among American consumers? According to an article in AdWeek, digital marketing on social media websites like Instagram and Facebook have not yet received a warm across the platforms (Johnson, 2018). In fact, these entities maintain strict content policies to which remove users from their accounts if they abuse the rules (Johnson, 2018). Running print ads to promote cannabis products and dispensaries in the local paper cost nearly as much as airing a commercial during the Super Bowl (Johnson, 2018). It is under these circumstances the most effective marketing is through social currency—primarily through word-of-mouth (Berger, 2013).

Industry leaders are therefore compelled to sell the experience over the product by developing ways to attract and retain recurrent consumers and attract prospective ones. For instance, dispensaries are offering in-store demonstrations to consumers (Johnson, 2018). I thought this was an excellent approach to encourage the novice client to better understand the products and whatever the total use and benefits cannabis offers. For, knowledge is power and if a person is resisting a product or service because of uncertainty, in-store demonstrations are optimal for the dispensary to generate word-of-mouth to the marijuana advocates.

Additionally, cannabis companies are “taking a page” out of the books from tech companies such as Apple; such as their store’s signature look, minimalistic, clean lines, open, and airy (Taylor, 2018).

Chris Burggraeve, a former Coca-Cola and AB InBev executive who became a founder in a cannabis startup, Toast, envisioned this transformation in the future for dispensaries (Taylor, 2018). He believed there is a potential for a multi-billion-dollar growth opportunity in selling cannabis products in a tech-like environment and familiar like Apple’s store. In fact, Burggraeve’s company, Toast, which is an upscale dispensary, was formed upon this ideology.

Other companies have since followed this logic and are proving to be successful in their efforts. However, changing the look of the dispensary to enhance the consumer experience is not the only adoption industry leaders are borrowing. Marijuana dispensaries are transforming their slates by moving away from traditionally run dispensaries from standard point-of-sale (POS) systems to near-field communication.

These are only some of the ways cannabis industry leaders capitalize on a growing market. There are many barriers; such as social attitudes towards its use. It is likely that it will be a while before we begin to see any digital marketing across social media.

References

Berger, J. (2013). Contagious: Why some ideas die and others survive. Random House

Johnson, L. (2018 Mar 15). 4 things to know about marketing cannabis brands. AdWeek. URL retrieved from https://www.adweek.com/digital/4-things-to-know-about-marketing-cannabis-brands/

Taylor, K. (2018). A former Coca-Cola executive-turned cannabis startup founder reveals why crafting the Apple Store of weed is a multi-billion dollar opportunity. Business Insider. URL retrieved from https://www.businessinsider.com/cannabis-companies-mimic-apple-store-marketing-2018-10

I was a bit taken back over the recent meeting between President Trump and Kanye West. I am really not a fan of either one. I could hardly imagine what the two could possibly have to talk about. Would it be the President’s next political campaign or perhaps an invitation to Mar-A-Lago for the weekend? Or could it be Kanye’s latest music or even the Kardashian’s who are forever in the media? Either way, you have to admit that the two are an odd pair when it comes to communicating.

Looking a little further into Trump and his ability to win people over, I found out that he is capable of promoting marketing communication strategies that are interactive and cross-functional processes (Deakin Business School, 2016). He has mastered brand communication planning and the execution which is integrated into an exchange of information maximizing on the mutual satisfaction of meeting his own individual wants and needs (Deakin Business School, 2016).

The U.S. News stated that Trump wasn’t a lifelong politician but a businessman, salesman, and brander. The article went on to say that he was the patriarch of the Trump organization and traded his iconic Manhattan office for the Oval Office (U.S. News, 2017). His getting elected was a different skill set from running the White House and that we haven’t seen the transition from building a brand to governing a country (U.S. News, 2017).

What engages people about Trump is his ability to deliver simple messages and getting real-time reactions on social media with honest responses, even though his speeches are pretty basic without any real substance (U.S. News, 2017). You can definitely say that Trump has his own hidden agenda which I think has to do with building strategic business relationships for his own personal gain. After all, he is very much aware that he will not be in the White House forever.

References

Deakin Business School (2016). T1 2016 Marketing Management (Cluster B): IMC lessons for Mr. Donald Trump. Retrieved from https://mpk732t12016clusterb.wordpress.com/2016/05/08/imc-lessons-from-mr-donald-trump/

Soergel, A. (2017). Testing the CEO President. U.S. News. Retrieved from https://www.usnews.com/news/the-report/articles/2017-08-04/donald-trump-americas-marketer-in-chief

The world is moving toward all things digital, the future is online, and marketing is in the era of the social media influencer. What’s a social media influencer, you say? Well, an influencer on social media is an individual who has amassed enough of a followership that brands and companies will engage with them to market products and services. The idea is simple: find the influencer with a million (or more) followers, pay them to market Product X, and watch a percent of said followers purchase Product X.   As easy as this sounds, there are concerns about the authenticity of brands, the authenticity of influencers, and how clearly defined the lines are between sharing and selling in posts.

But why does authenticity matter? Let’s unpack this for a minute.

1. The Audience

Authenticity matters in social media because of the direct connections to consumers and accessibility to millions around the world. It is estimated that social influencer marketing will be a $10 billion global industry by 2020 and already is a significant part of the $72 million spent on digital advertising in 2017 (Mitchell, 2018).

Influencers have audiences that expect them to be honest and open about what they are sharing (Mitchell, 2018). Whether it is reviewing new makeup, promoting weight-loss tea, or unboxing free ice cream, the influencer’s followers should be able to trust that they aren’t being sold to all the time.

Brands should include social influencer marketing in their strategies and incorporate influencers that actually align with their brand identities. Picking influencers wisely and knowing the content they put out is being a responsible advertiser (Kite Hill PR Staff, 2018).  Authenticity is lost by the influencer if they are asked to change their personality or posting style for a brand; lose authenticity and you lose the audience (Kite Hill PR Staff, 2018).

2. The Legality

As these relationships between audiences and influencers deepen and expand, brands that are willing to sponsor influencers should ensure that the influencer is disclosing the partnership clearly. In 2016, the FTC started pushing social media influencers and their sponsors to be more clear in disclosing their relationships (AdAge, 2016). It turns out that a simple #ad or #sp was not enough for a follower to understand that the product or service in the post was a paid advertisement (AdAge, 2016). Influencers were encouraged to say out loud or display clearly that a sponsorship or partnership was involved, meaning a simple thank you and a tag of the sponsor were acceptable when being compensated or given free products (AdAge, 2016).

In 2018, a Princeton study on social media influencers revealed that a significant amount of influencers are still not disclosing sponsorships as outlined by the FTC in 2016 (Moon, 2018). Despite the availability of labels on platforms like Facebook, Youtube, and Instagram, the FTC wants to see bolder declarations of paid partnerships (Moon, 2018). Influencers can share their favorite products, of course, but there’s a big difference between sharing an opinion and being paid to do so.

So what does authenticity have to do with this? Everything.

If social media influencers and their sponsors want access to audiences and the profits of sales, they should openly disclose what post is paid for and what isn’t. If influencers are hiding sponsorships or free gift disclosures to be seen as more authentic, this could create a problem for the entire social influencer marketing future. Influencers are followed for their creativity, talents, personality, celebrity, and curiosity in our social networks but if advertisers and money become the driving force behind the posts, the whole thing could come tumbling down.

Influencers should be true to their identities and partner wisely to ensure their audiences don’t feel used. Brands should respect influencers and encourage smart and fair partnerships that include disclosure, not a feigned interest in a product disguised as a daily post.

Lose authenticity and you lose the audience.

References:

AdAge. (2016, August 05). FTC Cracking Down on Social Influencers’ Labeling of Paid Promotions. Retrieved from https://adage.com/article/digital/ftc-cracking-social-influencers-labeling-promotions/305345/

Kite Hill PR Staff. (2018, April 30). Why Authenticity Is A Necessity For Influencers And Brands. Retrieved from https://socialmediaweek.org/blog/2018/04/why-authenticity-is-a-necessity-for-influencers-and-brands/

Mitchell, J. (2018, October 12). How These Founders Turned Their Social Media Startup Into A Top Influencer Marketing Agency. Retrieved from https://www.forbes.com/sites/julianmitchell/2018/10/11/how-these-founders-turned-their-social-media-startup-into-a-top-influencer-marketing-agency/#31cdd9fc4eb7

Moon, M. (2018, March 28). Most YouTube Influencers Still Don’t Disclose Sponsored Deals, Study Says. Retrieved from https://www.entrepreneur.com/article/311209