When Build-A-Bear brainstormed the one-day “Pay Your Age” sale for kids to build and purchase a stuffed animal for the price of their age, someone should have pulled the fire alarm in that meeting. But, hindsight is always 20-20.
In reality, it’s a great idea that is sure to drive traffic to the physical stores, while signing up customers for their free Bonus Club. In fact, it was so successful the police shut it down due to safety concerns over the crowd size. Here’s a few things you can do to ensure your promotion-turned-extraordinary is manageable and customers leave with a product in hand.
Few people like to have a negative outlook on an upcoming campaign, but no one likes to have a failed campaign because it was so successful. For Build-A-Bear, a simple risk assessment may have revealed that lines could get ridiculously long.
They… Continue reading
While most companies spend their time gaining consumers’ trust, Wells Fargo, Facebook, and Uber are spending millions to win it back. All three took their own approach in highlighting their roots, how they failed to meet expectations, and how they’re going to fix that.
Rebuilding consumer trust isn’t the same thing as gaining consumer trust. The latter typically revolves around a product they need or how a company is able to offer it in a more effective way. While difficult, but not impossible, regaining trust is a monster of it’s own. Successful campaigns can range from highlighting their past, featuring a new outlook, or simply admitting their failure with an apology. But for major brands like Wells Fargo, Facebook, and Uber, there is no cookie-cutter formula; the message has to be real.
2017 was not kind to Uber. The rideshare company faced multiple #DeleteUber movements, leading… Continue reading
There are several aspects that contribute to a campaign’s success. In order to determine if a campaign is successful, success itself needs to be somewhat defined. It can be a goal that’s direct, such as wanting to increase membership by 3% or specific product sales by 2%. That said, success can often leave itself to be broad, in the sense end results are not defined or comparable to a previous quarter. For example, a brand awareness campaign may not aim for immediate sales but something else for a future push.
No matter what, success should be defined before going in. If it isn’t, a campaign could have no direction and essentially be left shooting in the dark, and like Steuart Henderson Britt once said, “Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.”
Cardstore – World’s Toughest Job
Teleflora – One Tough Mother
Budweiser – Mother’s Day Tribute: This Bud’s For The Real MVP
P&G – Thank You, Mom
A little bonus for all the dads out there!
BMW – Mother-in-Law
Targeting Millennials is a common goal for many clients. There’s a misconception that the only way to reach them is through digital as if they don’t see billboards while driving or have a mailing address. They may have a tremendous digital presence and be targetable through traditional means. But now matter how you reach them, studies show one underlining factor that converts Millennials into a customer is a company with a cause.
When we say “cause,” we don’t mean a company bringing xyz product or service to customers in an efficient way, or whatever a mission statement reads. That’s not the type of cause or purpose we’re talking about. What we’re talking about comes from a Kantar study finding two-thirds of Millennials and Gen-Zers will buy from a company that’s taken a stand on a social issue through cause marketing or business model.
Take for… Continue reading
One of two things will happen; either Facebook will recover or it won’t. The millions of people online are… Continue reading
Poetry has disappeared from mainstream America. Liberal artists and intellectuals around the nation may still enjoy it, but the common person has abandoned it for other forms of expression and entertainment. The public doesn’t hold it in the same light as it once did. Now, only a small subculture specializes in it. Poetry has become a wayside art, but that position will give it power in branding. It’s very cliché, yet poetic, that poetry would share the same fate as the legend of the phoenix.
Ad-smiths and brands face larger obstacles today, than in the 1970s. The tools have made aspects of advertising and marketing easier, but with ease comes oversaturation. In the ‘70s, the average consumer saw roughly 500 ads a day. Thanks to smartphones, they can see nearly 10,000 today. Consumers have always been intelligent, but when overexposed to one thing,… Continue reading
Today, there’s a new phrase on the block and it happens to come from another Anheuser-Busch beer. Bud Light’s “Dilly Dilly” gained huge success over the past couple of months, bringing audiences a taste of medieval fantasy. The genre has always been around, but never really embraced by the common consumer until HBO’s Game of Thrones gained traction after its third season.
Nothing, according to Anheuser-Busch InBev CMO Miguel Patricio. In his recent interview with Business Insider, Patricio explains how the phrase is nothing more than a “moment of nonsense and fun,” something that’s desperately needed right now. He also confirms the setting of the… Continue reading