"Buy the Way…" Insights on Integrated Marketing Communication

The election and the events that have followed have been so fitting for this wild year we call 2020. I cannot say that I am surprised that it was so eventful, but I could have never predicted just how eventful it has turned out to be. Just calling this year’s election process “different” or “unprecedented” is putting it lightly. It has been chaotic, confusing, and stressful. If we all make it out of this without PTSD it will be a miracle.

Election day came and went and it seemed we all were glued to the tv wondering who the heck was going to be the leader of this country for the next four years. After three days of constant heart palpitations and restless waiting a winner was finally announced. Joe Biden is the president-elect of the United States of America. I thought “wow finally Nevada came back from their vacation and decided to actually count the votes.” After digging in further I kept seeing the word “projected” and posts or news stories that the media called the election. Let me preface by saying this is honestly the first election I’ve ever paid this much attention to every detail. That being said I could not remember if the same words or phrases were used in the last two elections I was able to vote in. I did some more digging and did see that in fact these words and phrases have been previously used to announce winners. However, after browsing social media I also saw more words and phrases that I personally have never seen before on election day. If I had a dollar for every time I’ve seen the phrase “this isn’t over” or “fraud” in the last few days I would be filthy rich. A phrase that stuck out to me the most was “the media does not decide the election.” I thought well is there any truth to that statement? Who does officially call the election and the winner? I know, this is something I should have learned in my elementary or middle school social studies class. If you are like me and should have paid closer attention in class the answer is that Congress officially counts the electoral votes. For the 2020 presidential election that will take place on January 6th.

Based on my research it looks like The Associated Press is considered the most reputable source when it comes to calling an election before the official counting by Congress. The reason they are so reputable is that in simple terms they claim to only announce winners based on a team of experts and analysts who have access to data that is very accurate. The Associated Press has been calling elections since 1848 and for the most part, has been accurate in their announcements. In fact, in 2000 they did not call the highly contested election between Gore and Bush because the votes were too close to call in Florida. Although The Associated Press has a history of being accurate and depending on who you ask is a well-respected and reputable publication. Other people do not feel they are in the position to declare a winner. Rudy Giuliani, for example, expressed these exact sentiments however in a much more harsh and sarcastic tone. He repeated the phrase that as I previously said would add extra zeros to my bank account: the media does not decide the election.

These things considered I honestly sympathize with both sides no matter the outcome. I feel for the people who were on the streets celebrating that Biden will be the new leader. I also feel for the people who are holding on to a mustard seed of faith that this is not over. Either way, one party is going to be disappointed when all is said and done. This feeling of disappointment is unavoidable of course as there can only be one winner. However in my opinion this time may make it a little worse for either side depending on the outcome. This then poses the question if the media does not have the final say on who actually wins the election – isn’t it a bit reckless for them to call an election? In my opinion, yes. Please be assured I get this is how life works and I am sure the empath in me is so evident it is probably glowing on my forehead in neon. However I just personally think the media should report the final count by Congress. I think it was especially imperative as this may be one of the most confusing, chaotic, and emotional years many of us ever live through. My only hope is that whatever the outcome is that all parties accept and move on with grace and peace for the next chapter in this country.

References

Byron, B., Byron, K., Katy Byron Katy Byron is the editor and program manager of Poynter’s MediaWise, Katy Byron is the editor and program manager of Poynter’s MediaWise, Byron, M., Hare, K., . . . Tompkins, A. (2020, November 07). Why does everyone trust the Associated Press for calling races? Retrieved November 08, 2020, from https://www.poynter.org/ethics-trust/2020/why-does-everyone-trust-the-associated-press-for-calling-races/

How we call races: AP. (2020). Retrieved November 08, 2020, from https://www.ap.org/en-us/topics/politics/elections/how-we-call-races

Jacobson, L. (2020, November 07). The media called the election for Joe Biden. Here’s what’s next: PolitiFact. Retrieved November 08, 2020, from https://www.tampabay.com/news/florida-politics/elections/2020/11/07/the-media-called-the-election-for-joe-biden-heres-whats-next-politifact/

Mulraney, F., & Crane, E. (2020, November 07). Furious Rudy Giuliani declares ‘networks don’t get to decide elections’ as he learns of Biden call. Retrieved November 08, 2020, from https://www.dailymail.co.uk/news/article-8924581/Moment-Rudy-Giuliani-declares-networks-dont-decide-elections-learns-Biden-call.html

Slodysko, B. (2020, November 07). EXPLAINER: Why AP called the 2020 election for Joe Biden. Retrieved November 08, 2020, from https://apnews.com/article/why-did-AP-call-election-for-Biden-fe79276cd9175fffc7cf4fb58045fcf9

So, you’ve got a big idea, huh? Is it brand new? A reinvention of something that sparked your creativity? Aren’t all big ideas just reimagined stories from our own perspective?

In thinking about how advertisers work with a “big idea,” it sparks the conversation of whether the big idea needs to be new or just a reinvention of something used in the past. As seasonal advertising around product marketing and holiday sales will be ramping up in the next week, many companies will be thinking of how they can spark interest in this crazy time.

One company that recently shared their advertisement for this holiday season was Kohl’s. Kohl’s emotional advertisement shows a girl making a new friendship with her neighbor through writing messages on signs and communicating through the window. The young girl and older woman develop excitement around looking for each other’s notes. However, several weeks pass where the young girl is waiting for a response from the older woman. At the end of the clip, we see the older woman return to the window with a new message, and on her wrist appears to be a hospital bracelet. The woman’s message asks the little girl if she got what she wished for, and the video shows the little girl nodding yes. As a viewer, several different emotions occur – the connection between various generations, the feeling of sympathy for not knowing what other people are going through, and overall kindness for other people. We see friendship in unlikely places and with unlikely people.

Whether intentional or not, the advertisement shares a resemblance of a decade-old Taylor Swift music video, where she holds up a note to her crush through a window asking if he’s alright. While the plotline for this video is different, it does beg the question of how often advertising is just a “plagiarism” of another advertisement, a reinvention of something that has already occurred. As trends are cyclical with fashion styles from the 80s and 90s coming back around (please don’t ever bring back the thin eyebrows!), do advertisements work the same way?

This advertisement also does nothing for the promotion of products for Kohl’s. Kohl’s focuses on wishing for happiness and time with family instead of material items for Christmas. However, how does Kohl’s profit off promoting non-material things, as they don’t make sales by not selling anything? Even with other holiday videos such as jewelers who try to sell happiness during the holidays, the bottom line is always that happiness comes from gifting jewelry to your loved ones. But Kohl’s never mentions anything they are promoting for the holidays. As advertisers, we too often try to figure out ways to bring in more revenue by directly tying campaign ideas to revenue; however, this video shows just how important branding is. With this video being less than a week old, we’ve already seen people comment on the video thanking Kohl’s for their inventiveness and kind narrative, resulting in an incremental brand lift. With this advertisement, Kohl’s has created a positive association with their brand. Next time I walk into a Kohl’s store, I will instantly feel warmth during my shopping experience and feel better about purchasing from a brand that shares the same values I do.

With Kohl’s starting the initiative of spending time with loved ones, spreading happiness, and being kind, other businesses are sure to follow suit. Drop a comment below on how you will spread happiness this holiday season!

References

Vivinetto, G. (2020, November 06). Kohl’s holiday commercial beautifully captures the power of connection. Retrieved from https://www.today.com/popculture/kohl-s-holiday-commercial-captures-power-connection-t197988

The Morning Feature article from www.dailykos.com has suggested that Alexander Hamilton coined the term, “The Masses are A$$es,” which refers to a division among two classes.  The class of the few are the rich, and the class of the many are the poor.  The biggest fear of John Adams was the majority’s tyranny and how easily their positions can be swayed.  This leads to the current predicament of toilet paper becoming scarce once more.  The pandemic’s beginning created a shortage of toilet paper because the masses were presumably hoarding and made toilet paper worth more than gold.  The lack of availability made rational individuals purchase the item regardless of their need because it created a psychological necessity for survival.  Many brands have offered items as exclusive or limited to increase sales, based on its scarcity.  For example, McDonald’s Spicy Nuggets, limited Star Wars collaborations with Adidas, or Lululemon limited garments are no longer available.  It has been said that exclusiveness breeds desirability (Roberts, 2013) for the masses, and when it comes to an essential item, such as toilet paper, people transition into survival mode.

During the current times of COVID19, many toilet paper marketing strategies have attempted to garner attention in the form of comedy, reassurance, or addressing the eco-friendly consumer (Beer, 2020).  Quilted Northern has had light-hearted and comical commercials but has shifted to a commercial that focused on reassurance.  In the current era of COVID19, people are getting sick, dying, and feeling depressed.  It was a smart move for Quilted Northern to display their priority of meeting the demands and resupplying as quickly as possible.

Another toilet brand named Bippy is focusing on environmentally friendly toilet paper made from bamboo fibers.  The idea is to appeal to eco-friendly advocates and those that care about sustainability.  The concept is very similar to the Honest company because most toilet papers are made from trees. Still, the idea of having bamboo sources will create a new market for a more natural manufacturing process.  If you happen to come across some toilet paper, “share a square,” stop hoarding and be safe out there. 

References

Beer, J. (2020, May 01). Toilet paper is having a moment and the advertising is getting weird. Retrieved November 08, 2020, from https://www.fastcompany.com/90499542/toilet-paper-is-having-a-moment-and-the-advertising-is-getting-weird

Morning Feature: The Masses are Asses? Not Exactly…. (Non-Cynical Saturday). (n.d.). Retrieved November 08, 2020, from https://www.dailykos.com/stories/2009/2/14/697425/-

Roberts, R. (2013, August 08). This Beer Can Proves That FOMO Makes Us Buy Things. Retrieved November 08, 2020, from https://www.businessinsider.com/psychology-of-buying-exclusivity-drives-purchases-2013-8

Chick Fil A, widely known for its connection to Christian values established by its original owner, S. Truett Cathy, being a faithful Southern Baptist, has become the third-largest fast-food chain in the U.S. under Starbucks and McDonalds. Not only has the brand been tied into values that Christians uphold such as honesty, service, and dedication, but it also closes its doors on Sunday as a way to respect the Sabbath and allow the employees a day of worship if they wanted. However, does that help the business?

Dan, Bubba, and Trudy, family heirs to the fast-food chain made a covenant or a promise that they would never change the principles or ideals, including the closing of business on Sundays when they took over the business. Quoting the three, they said, “We will be faithful to Christ’s lordship in our lives,” the covenant says. “As committed Christians, we will live a life of selfless devotion to His calling in our lives.” This foundation would continue to live on long after S. Truett Cathey stepped down in his 90’s as the President and CEO. According to an analysis done by Business Insider, closing on Sundays would generate a loss of around 1 billion dollars in annual sales. Not only did it give times for employees to relax and recharge on their day off, it also created a dependency for customers as they knew that they wouldn’t have access to their food on Sunday. It drove business during the other six days of the week! This closure of the business also generated a communal effect to it. People felt like the chain was apart of their community almost like a part or a church or a NPO. According to business analyst, Yutong Yuan, this propelled Chick Fil A to staggering profitability margins that quadrupled other major chains such as KFC.

As a motto to live by, Chick Fil A adopted their brand values based on scripture found in Matthew 5:41 stating, “Whoever compels you to go one mile, go with him two.” This type of customer service drove sales that were not dependant upon a seven day week. So, should all businesses decide to close on the Sabbath, maybe not, but for those who stand behind their beliefs, whether they be tied to Christianity or not, create true brand value for the customers who see commitment, value, and dedication to their needs.

Reference Links

https://en.wikipedia.org/wiki/Chick-fil-A#:~:text=Many%20of%20the%20company’s%20values,as%20on%20Thanksgiving%20and%20Christmas.

https://www.chick-fil-a.com/board-officers/board-of-directors/dan-cathy

https://www.chick-fil-a.com/careers/culture

https://www.businessinsider.com/how-chick-fil-a-took-over-america-2019-8

https://www.businessinsider.com/chick-fil-a-closes-on-sunday-why-2019-7

Online Reputation Management in Digital Marketing can elevate your business

Do you google a product before making a purchase? Do you check a restaurant’s reviews before booking a table? Or do you scroll through Amazon’s ratings before placing an order? According to Qualtrics, 93% of consumers’ purchasing decisions are influenced by online reviews (Kaemingk, 2019). Meanwhile, BrightLocal, a digital marketing company, found that, “91% of 18 to 34 years old trust online reviews as much as personal recommendations” (Murphy, 2019). Moreover, only half of people would consider buying from a business with fewer than 4 stars (Murphy, 2019). A positive online reputation is clearly vital for a company to generate sales, increase customer satisfaction, and repurchase willingness. Online Reputation Management (ORM) can play a critical role in helping businesses maintain their brand with a positive online presence. 

So what are key approaches to managing a positive reputation online? First, know your audience. Monitor how the company performs on digital platforms, what customers are saying, and how they think about your brand. Analyze and understand users’ perspectives and sentiments towards the brand (Howard, 2018). Furthermore, look deeper into consumers’ insights from their feedback, which can be a useful guide for making decisions and improving your brand image (“The 7 Most Effective Ways to Manage Your Online Reputation”, 2020).

Second, manage your social media presence well to build good customer relationships by actively engaging and responding with your audience. Your authenticity on online platforms can positively affect prospective customers and current customers’ impressions of your brand. Reviews on Google and Yelp are critical as well. Accordingly, you may strategically encourage your audience to share their experiences on social platforms (“The 7 Most Effective Ways to Manage Your Online Reputation”, 2020).

But what if you have already received negative reviews from consumers? “If three negative articles pop up in a search query, the potential for lost customers increases to 59.2%” says well-known SEO company, Moz (Moz, 2015). What can a company do to save its brand after receiving negative reviews? SEO helps. Using SEO techniques to raise a website/content’s search engine ranking by using appropriate keywords, publishing informative content regularly, creating relevant links within the text, etc (“Five Ways to Improve your Site’s Ranking”, n.d.) can increase organic views for the page and gradually place positive content on the front page of search results while pushing the negative article down. Using your social media platforms to promote and link to the positive article may further increase your searching ranking.

Nonetheless, being transparent is very important for a brand to build consumer trust; therefore, it is a key element in managing online reputations. SEO can help your negative comments get less attention, but it is not meant to bury the truth. Being genuine and honest in addressing negative voices from consumers is the first step. Admit any missteps and fix them, reply to consumers and address their concerns. By showing sincerity in your customer service, you may convert a detractor to a promoter or a negative experience into a positive one step by step (“The 7 Most Effective Ways to Manage Your Online Reputation”, 2020)

In conclusion, bad reviews may damage a business, but ORM does not mean hiding the blemishes of a brand and being inauthentic; it means strategically managing one’s online reputation, proactively engaging with the audience, and protecting the brand image. With successful ORM, a brand may seize opportunities to make a good impression on consumers, compel them to purchase, and ultimately elevate the business.

References

Kaemingk, D. (2020). Online reviews statistics to know in 2021. Qualtrics. Retrieved from https://www.qualtrics.com/blog/online-review-stats/

Murphy, R. (2019). Local Consumer Review Survey. BrightLocal. Retrieved from https://www.brightlocal.com/research/local-consumer-review-survey/

Howard, S. (2018). What is the Role of ORM in Digital Marketing? Overit Blog. Retrieved from http://overit.com/blog/what-is-the-role-of-orm-in-digital-marketing

The 7 Most Effective Ways to Manage Your Online Reputation. (2020). Business.com. Retrieved from https://www.business.com/articles/manage-online-reputation/

Hinckley, D. (2015). New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews. Moz. Retrieved rom https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews

Five Ways to Improve your Site’s Ranking (SEO). (n.d.). Michigan Technical University. Retrieved from https://www.mtu.edu/umc/services/digital/seo/

I have always been somewhat perplexed by those who get disgruntled over societal expectations that people be politically correct.

Really? You’re bent out of shape because society wants you to show respect and consideration for others, particularly marginalized or systematically oppressed groups? How dare they try to force you to be a decent human being! 

The current conversation about “cancel culture” feels like a new iteration of the decades-old debate about having to be PC.

To cancel is essentially to boycott a celebrity, public figure, or brand based on acts deemed offensive or unacceptable. This also applies to private figures who have gone viral for statements or acts deemed offensive. Canceling is a call for people and brands to be held accountable for what they say, do, or don’t do. Canceling, within the context of boycotts initiated via social media, traces back to Black Twitter. The earliest discussions about canceling people included jokes and lighthearted commentary, but the intellectual segment of Black Twitter (academics, activists, artists, bloggers and writers being the most prominent among them), soon began to utilize this space to have serious conversations about taking a stand against racist, misogynistic, homophobic, or otherwise problematic behavior. Soon, these conversations extended beyond Black Twitter and into the mainstream, garnering support and solidarity from some and opposition and criticism from others. 

Proponents of canceling tend to align with politically progressive ideology of which addressing systems of oppression is commonplace. University of Michigan professor, Lisa Nakamura, scholar of the intersection of digital media, race, gender, and sexuality, calls this a “cultural boycott”. “When a group of people lack the power to change or dismantle something, one of the few options available to them is to refuse to participate. In the economy of the internet, where attention often equals money, such a boycott has consequences,” is how this tactic was explained in The Telegraph.

So what about cancel culture are people opposed to? The consequences of getting #canceled can range from mild to severe. It is worth noting, here, that in some instances, actions deemed problematic are admonished or rebuked but don’t result in anyone being canceled; they get called out, hence the related term “call-out culture”. While calls to cancel are initiated online, the consequences of being canceled can impact one’s real life. Common criticism of cancel culture speaks to a feeling that these consequences can be too harsh in cases of minor offenses and that, all too often, the calls for canceling are made in haste or haphazardly. Thus, some see cancel culture as a dangerous mob mentality. In the era of #MeToo and #TimesUp, a great deal of conversation about canceling has centered around those accused or charged with sex crimes, a highly sensitive subject that won’t be examined, here. The only thing to note is that even in these instances, with high-profile celebrities, public opinion differs on whether or not the accused deserve to be canceled.

The very term “cancel culture” carries a negative connotation similar to that of political correctness. Presidents Trump and Obama have both spoken out against it. Trump, who also engages in it, having used Twitter to denounce journalists and the media, and to call for the boycott of other nations as well as U.S. brands like Apple, HBO, and Macy’s, has said that cancel culture “is the very definition of totalitarianism”. He also said, “The goal of cancel culture is to make decent Americans live in fear of being fired, expelled, shamed, humiliated and driven from society as we know it.” Though Obama didn’t use the actual term, at an October 2019 summit, he said, “This idea of purity and you’re never compromised and you’re always politically woke and all that stuff, you should get over that quickly.” In an open letter signed by over 150 prominent writers and thinkers, including JK Rowling, who was recently called out for commentary that was deemed transphobic, the ultimate consequences of cancel culture were said to be “a loss of open debate and tolerance”.

To me, much like arguments against political correctness seem to boil down to don’t tell me I can’t be a jerk to people whenever I want to, arguments against cancel culture seem to boil down to I don’t want there to be any consequences for my actions after I’ve been a jerk to people. Here’s the thing. There is freedom of speech and expression, and it goes both ways. If a public figure or brand communicates a message or displays conduct that reaches a public forum where it is deemed inflammatory or problematic, those offended have the freedom to use the public forum to express their disdain and choice not to spend their money on, or lend support to, the public figure’s projects or brand’s products. Considering that #canceled cases generally have to do with incidences of racism, sexism, xenophobia, homophobia or transphobia, why should any consumer who feels discriminated against be expected to spend money where they are not respected, accepted or supported? Further, why would we expect that those harmed to remain silent so as to protect those who’ve harmed them? 

Journalist Jessica Valenti wrote, “At the end of the day, ‘cancel culture’ is a term full of sound and fury, signifying nothing…facing consequences for what you say and do is not a free speech violation.” Sarah Manavis of New Statesmen asked, “[W]ho has actually been cancelled? Millionaire authors continue to watch their books enjoy commercial success and filmmakers remain critically acclaimed (while also sitting on net worths of millions). They may have generated controversy and even lost fans. But have these controversies dramatically affected their earnings? Their power? Fundamentally, has their free speech been taken away? The right to free speech is not the right to have your unfiltered thoughts published without critique. It’s likely if you feel this way, you hold more power than most of the world. The powerful hold onto their power. The only real cost is having to listen to what others have to say.” While numerous celebrities have been inconvenienced by public backlash and subsequent setbacks, they generally keep their careers intact. Plus, there is redemption for those who seek it. Forgiveness can be earned.

Certainly, consequences can be a lot harder for private citizens whose transgressions are documented and shared to the extent of reaching viral status. There have been numerous individuals captured on video in racist rants or tirades. Writer and chair of the NABJ task force, Shanita Hubbard says “cancel culture” is the wrong phrase to use for these instances She takes Amy Cooper for example, “I think it’s unfair for anybody to say what happened to Amy was cancel culture. What happened to Amy was public accountability, because her actions were harmful.” Naturally, such behavior doesn’t go over well with employers, especially when the public has its eyes on them. Companies need consumer dollars, and they know, now more than ever before, consumers care about where a company stands on social issues. Krishauna Hines-Gaither, associate vice president for diversity, equity, and inclusion at Guilford College and cofounder of African American Linguists noted that these consequences are generally a direct response to problematic or questionable actions that has previously gone unchecked. Hubbard sees the term “‘cancel culture’ being used as a shield” for people to “evade responsibility and decry public accountability”.

Writer Sarah Hagi, a Black, Muslim woman who writes of her experiences with Islamophobia said in Time, “I have received more death threats, calls for my firing and racist insults than I can keep track of. But when people who believe cancel culture is a problem speak out about its supposed silencing effect, I know they’re not talking about those attacks. When they throw around terms like ‘cancel culture’ to silence me instead of reckoning with the reasons I might find certain actions or jokes dehumanizing, I’m led to one conclusion: they’d prefer I was powerless against my own oppression.”

Sources:

Ten years of Black Twitter: a merciless watchdog for problematic behavior

How ‘cancel culture’ quickly became one of the buzziest and most controversial ideas on the internet

Cancel culture: what is it, and how did it begin?

“Cancel culture” does not exist

Cancel Culture Is Not Real—At Least Not in the Way People Think

Political Correctness: Its Origins and the Backlash Against It

‘Politically Correct’: The Phrase Has Gone From Wisdom To Weapon

Unless you’ve been living under a rock, it is with certainty that you’ve witnessed the civil unrest that has been ensuing since May 25, 2020. It was on this day that the world witnessed George Floyd beg and plead for his life, call out to his mother and eventually take his last breaths while Derek Chauvin kneeled on his neck. For many, it was an image that no one would forget and there was a worldwide internal shift, enough was enough. So it began, The world watched as protestors took to the streets demanding justice and arrests be made. People from all walks of life, from every faith, from every race, around the world came together to protest against the death of George Floyd, as well as systemic racism and police brutality during a pandemic.

We’ve seen this scenario playout time and time again, but something was different this time. What made this time different? It could be the relatability factor, mothers across the globe witnessing a son calling out to his deceased mother. It could be the gift of time and the stillness of the world due to pandemic. People that normally would have been at work, could now take to the streets and let their voices be heard. Whatever the reasoning, it was different this time and there was no letting up, justice was going to be had and a call for action would not stop.

Then, June 3, 2020 rolled around, otherwise known as Blackout Tuesday, another moment that will be lamented in our memories for years to come. What began as the music industries day of silence in memory of George Floyd, turned into a social media phenomenon. Corporate entities within the music industry such as Live Nation, Spotify and Apple agreed to the day of silence and vowed to go dark in terms of most operations. Social media users and celebrities alike joined the movement and made it their own, posting blacked out squares and using the hashtag #blackouttuesday to signify their support of the movement. 

Numerous companies joined the call for action as soon as they became aware of the social movement, while others took weeks to take a stand. These same corporations pledged millions of dollars to the Black community by way of grants and donations, while others said they’d do more to increase African American representation amongst their workforce, especially in leadership and executive roles. Other companies blacked out squares on social media and refused to mention African Americans specifically until they were called out by social media followers for their ambiguity. 

Users were beginning to realize that some of these companies that were promoting racial justice and support of the Black community on social media weren’t practicing what they preached behind corporate doors. The inauthenticity that some companies were displaying, by talking the talk, but not walking the walk led some consumers to believe that some of the corporate calls to action were well played out publicity stunts. For this very reason, the Pull Up or Shut Up movement began, where corporations were called to the forefront to divulge their companies racial makeup. Just as suspected there was much work that needed to be done in terms diversity, equity and inclusion. Many of the companies that divulged their statistics lacked Black employees overall, and those who did have Black employees only employed frontline workers. Additionally, there was an overwhelming absence of African Americans in c suite or executive level positions. So where do we go from here? Only time will tell if corporations will back their words with action and make a conscious effort to improve their diversity, equity and inclusion initiatives.    

https://adage.com/article/cmo-strategy/regularly-updated-blog-tracking-brands-responses-racial-injustice/2260291

https://www.google.com/amp/s/www.cbsnews.com/amp/news/companies-black-lives-matter-workforce-scrutiny-amazon-microsoft-nike-adidas/

https://www.google.com/amp/s/www.nytimes.com/2020/06/02/arts/music/what-blackout-tuesday.amp.html

Dozens of people rallied outside of Disneyland in hopes of pressuring California state officials into reopening Disney California Adventure and Disneyland theme parks. It’s been seven months after the coronavirus pandemic forced both theme parks to close in March. Disneyland enthusiasts and cast member employees gathered outside Anaheim, CA to protest its closure. The theme park closer has caused the loss of more than 28,000 jobs across both of Disney’s U.S. theme parks.

Governor Gavin Newson and other California state official’s unwillingness to lift restrictions that will allow the park to reopen. California Governor Gavin Newsom said Disneyland and surrounding large theme parks wouldn’t reopen anytime soon. The state “is in no hurry in putting out guidelines,” he said, referring to the rules that theme parks would need to operate safely as the pandemic number continues to increase. Cast members and Disneyland fanatics are protesting in hopes of bringing urgency to reopen both theme parks. Anaheim city officials have tried to step up pressure on Newsom to issue guidelines to reopen. Although Governor Gavin Newsom does not anticipate any changes or guidelines from any of the theme parks reopening until there is more stability with the pandemic. Despite Disneyland and Disney California Adventure remaining closed, Downtown Disney is open for business.

Newsom has stated that he is taking a cautious approach to re-opening the California economy after an earlier effort led to a major spike in coronavirus cases that lasted for weeks and resulted in many reopened businesses having to shut down for a second time. But the governor has not offered a timeline for the reopening of California’s amusement parks. Orange County continues to report an average of about 4.6 new COVID-19 cases per 100,000 people per day, which puts the region in the second-most restrictive level in the state’s four-tier system. The county has confirmed 1,401 coronavirus deaths. Newsom told reporters during a press briefing at the end of August that state officials were “actively” working with Disneyland and other theme parks in California.

While other Disney theme parks in Florida, Paris, Shanghai, Japan, and Hong Kong have been able to reopen with limited capacity, both California theme parks have remained closed. Disney has been losing money since the pandemic outbreak began. Disneyland reportedly loss $1 billion in operating income due to the closures of its parks, hotels, and cruise lines. In the third quarter, the company reported a steeper loss of $3.5 billion.

There has been an effort to persuade California state legislators to provide guidelines for reopening parks. Urging Disneyland to analyze the success of the other theme parks like Florida and internationally in Paris, Shanghai, and Japan. Showcasing their updated safety measures that have been placed. To look at the theme park policies placed including requiring masks, having sanitation stations widely available, online mobile ordering for meals, and cashless pay.

Gov. Gavin Newsom outlined a new four-tier reopening framework in late August for easing restrictions on California’s businesses depending on the level of Covid-19 spread in individual counties. Orange County, which is where Disneyland operates, remains in the “substantial” tier, and theme parks must remain closed, according to the state’s website. 

References:

Erich S. (2020). Disneyland Reopening Is Postponed. The Wall Street Journal. Eastern Edition.

Frances E. (2020). Disneyland pushes back Calif. reopening date beyond July 17. SNL Kagan Media & Communications Report.

Kevin S. (2020). Shanghai Disneyland reopened—here’s how it looks with social distancing. Today’s Parent (Online).

Letters to the Editor: Gavin Newsom is right to resist pressure on reopening Disneyland. (2020). In Los Angeles Times (Online). Los Angeles Times Communications LLC.

This October, several brands launch their most festive Halloween-themed marketing campaigns. Halloween ads are very common over the years and brands try their best to go beyond creative in all facets for Halloween. Gruesome, fun, spooky and cute. As inspirations conspire, marketing campaigns during this time of the year are to attract customers and lure them in. The one marketing campaign, #ScaryClownNight, by Burger King kicked off their top seven Halloween content marketing strategies than with Burger King’s “ingenious idea which collects customer interaction with the clever trolling of rival McDonald’s and its famous clown.”

The marketing strategy around this commercial and promoting more customers to purchase spicy chicken nuggets from Burger King around the Halloween season, is completely understood. But, doesn’t this promote violence in a way? Given the history behind the scary clown. Would you dress up as a scary clown and stand in a Burger King line to get spicy chicken nuggets?

T. Kate (2020). 2020 is a stressful mess. Now, brands are trying to capitalize on the dystopian year from hell. Business Insider.DOI:https://www.businessinsider.com/brands-advertising-strategies-reflect-how-horrible-2020-has-been-2020-9

Digital Adwork Agency (2020). Top Halloween Campaigns Of All Time To Get You Inspired. https://digitalagencynetwork.com/top-halloween-campaigns-of-all-time-to-get-you-inspired/