4 Tips For Your Next #HashTag Campaign
It’s been a month since the New Year, just enough time for most people to forget about their resolutions. You may laugh, but it’s true.
So, how can you ensure that your brand stays relevant and remain top of mind after thrill is gone? Enter, the hashtag! Hashtags have become an immensely popular and effective way to communicate and find content on social media.
That’s right! What used to be a punctuation mark or a numeric symbol on the keyboard has now evolved into a metadata tag. The idea was proposed by Chris Messina in a tweet back in 2007 and since then, it has gained so much traction that the word hashtag was added to the Oxford English Dictionary in 2014. Millennials, politicians and celebrities use it. Do we need another reason to capitalize on it?
A great hashtag is one of the most powerful tools you can use to market your business through social channels. Events, Twitter profiles, trending topics, marketing campaigns and more can be covered by a single hashtag, across the web. With the right hashtag, you can connect with your audience easily, get discovered by new prospects, track and curate what people are posting about your brand. Every time someone uses a hashtag tied to your brand, they spread your message to their own followers. Cool, right!
If you’re still at a loss as to where and how to use hashtags, here are 4 essential tips that will help to inexpensively increase your mindshare on socials.
Research, Research, Research!
Long and complicated hashtags are a turn-off and in a blink of an eye, you’ll lose your audience. On the other hand, even the shortest hashtag can give way to misinterpretations and the whole thing can go south, as in the case of Burger King (BK) and its obliviously launched #WTFF campaign. The fast food chain suffered a backlash in the form of mocking tweets and memes, with the launch of their lower-fat French fry, using the hashtag #WTFF (What The French Fry). Careful research prior to the launch would have warned BK that the hashtag is commonly used to express profanity, and likely to backfire, especially in terms of marketing and promotion spend.
When it comes to hashtags, you need to plan ahead – research, research, research! Before you choose a hashtag for your campaign, you need to know what’s popular with your audience – what are they interested in and why? Find out what is relevant to your brand, what social influencers are saying, and also what the trending content is in terms of adding value to your business. The hashtag you create must resonate with your audience. It must be clear enough for them to identify with quickly, and easily draw a positive reference to – from something they hear or see in their daily lives.
The Right Channel
Be mindful of the platform that you’re running your campaign on, so that you can tailor your content accordingly. Linking it across platforms is great but what works for one may not work well with another.
The #MeToo campaign, for example, worked very well on social platforms, but had greater success via Twitter. Women who were abused and harassed felt empowered to stand up and speak up about the abuse, galvanized by the hashtag. Twitter allowed the victims to share their stories virally, while at the same time, respecting their privacy. The #MeToo hashtag caught on quickly and sparked a global movement and call for change and protection from abuse, not only for women but for men too.
Meanwhile, you can say that the fashion industry has it easy when it comes to social media campaigns, and Instagram is most effective. With a series of hashtags, they can tap on social influencers and mobile-savvy customers – and reel them in with targeted hashtags, images and videos, pertaining to trends, new collections, stores nearby, as well as other interesting fashion titbits.
Call to Action
Don’t just focus on promos – focus on organic reach. Work towards engagement with your audience through a call to action, such as encouraging them to tweet or post their own pictures using the hashtag you created. A great example is Disney’s viral campaign, in collaboration with the Make-A-Wish foundation that got people to share their photos, complete with Mickey Mouse ears with the hashtag #ShareYourEars on Instagram.
Likewise, Calvin Klein encourages shoppers to post in Calvin Klein undergarments with the hashtag #MyCalvins.
Strike a Chord
The most successful hashtag campaigns do not solely focus on marketing the brands; rather, they seek to strike a chord with their audience. As in the case of Disney’s #ShareYourEars campaign, the charitable nature of donating $5 for each user post to the Make-A-Wish foundation, contributed to the campaign’s virality and ultimately Disney’s reputation as a socially responsible brand.
By incorporating a social message in your hashtag campaign, it not only helps to create a positive brand image, it also repurposes your message to a wider audience. Another example of a brand that does it right is Always, a feminine care product brand that made its entire social media marketing about empowering women, primarily through its #LikeAGirl campaign launched in 2014.
When it comes to social media marketing, your hashtags are the key to your SEO and visibility of your content, and can be an essential component to building brand awareness across platforms. If used wisely and correctly, your business is bound to see an uptake in customer engagement and sales.
Posted by Brintha Shree, CorpMedia
Trends you just can’t ignore in the New Year!
Hello, 2019! The smell of fresh beginnings is in the air. How will the lessons learnt (or not) in 2018 prepare you for the new year ahead?
Whatever the case may be, don’t let the grass grow under your feet. Now is the best time to plant new seeds and trim the weeds – put your best foot forward and strut into 2019 with confidence, armed with communication skills that won’t go out of style! What does the future hold for those of us in the creative communications business, and clients looking to engage with their customers to increase their brand and product visibility?
Let’s look at what’s trending.
1. Videos Rule
Videos saturated by over-the-top special effects will only lapse in users’ memory over time. Authenticity calls the shots, and unique brand content will translate into unforgettable experience for users. Albeit a product demonstration, launch, promotion (and the list goes on), videos are the best medium to elicit an emotional response.
Keep your eyes on live videos. The short-lived and spontaneous nature appeal to Facebook and Instagram users, while portraying your brand as current, relatable and fun. This video format is so popular, you receive a notification every time followers go ‘live’. For brands that are youth-centric, live videos are the best way to reel in digital-savvy prospects.
2. Instagram TV
The network reached one billion monthly active users in 2018. Its highly interactive community, visual-rich nature and tremendous following continue to put Instagram at the top. Instagram is becoming very appealing to TV viewers. Content creators are producing hour-long videos on Instagram TV (IGTV), as with IGTV, there are now more opportunities to connect with your fan base on a deeper level. The vertical video format exclusive to IGTV ensures mobile phone optimization and eliminates the hassle of tilting your screens.
Renowned brands are already on board. Nike shared a clip of megastar, Cristiano Ronaldo for the World Cup campaign while Louis Vuitton showed off the Men’s Spring Summer 2019 runway look on a 12-minute long video. Users who tune in to West Elm’s IGTV received interior design tips through the “Pillows 101” and “Living in 100 Square Feet” visual aids. While entertaining, the videos are also educational and provide real value to design enthusiasts.
Though, not all brands use IGTV for serious product placements. Netflix wittily posted a video of popular Riverdale star, Cole Sprouse chowing down a cheeseburger for a straight hour. The eccentricity isn’t lost on viewers, and the video garnered more than a million views from curious web surfers. IGTV allows brands to experiment on content creation and think outside the box for ways to present itself.
3. Chatbot Conversation
Chatbots are the express lane to real-time responses. Though chatbots were previously integrated into Facebook Messenger, Slack and Skype, users can now expect quicker and personalized solutions, even on native mobile applications. The awkward human-robot interaction won’t fool eagle-eyed consumers, but these chatbots will get more intelligent after every user interaction. Its rising prevalence in customer support, hotel bookings, and routine tasks like weather reports, show how these web crawlers are steadily gaining momentum.
In the digital age where social media never sleeps, chatbots render immediate assistance so brands can spend time on other pressing demands. The round-the-clock, two-way conversation with a chatbot is also easy to install. If you’re looking to own your own chatbot at work, check out HubSpot, Chatfuel and Botsify.
4. Augmented Reality
Augmented reality (AR) is often associated with the foreboding of the robot domination. But, hear us out. AR offers the ultimate customer experience through the blending of interactive digital elements. From sensory projections, stellar visual overlays to immersive backyard action, the technology brings the digital world into ours. The mixed reality spectrum is seen in IKEA’s Virtual Reality Kitchen, designed for e-commerce shoppers to get a first-touch experience on customizable kitchens and the autonomy to alter furniture to their liking.
Cadbury, too, cooked up a storm by bringing festive celebrations to life with the Advent Heroes campaign. The company distributed exclusive Holiday Heroes calendars with an AR application. Chocolate-lovers viewed specific dates on the calendar through the application each day and took holiday-centric selfies with Cadbury chocolates and candies. The unique manner of interaction with consumers shows an alternative method to product promotion – without coming off as “oversell.”
5. Stay Audience-centric
User-generated content is the rage these days. It’s as simple as brands encouraging followers to snap a photo and tagging the brand’s chosen hashtag or releasing a campaign to highlight the common user’s experience with your product.
The action camera brand, GoPro has over 5000 videos posts daily from users sharing their cliff diving, skydiving and other wild experiences, using the #GoPro hashtag. GoPro is making a conscientious effort to inspire wanderlust as travellers tick items off their bucket list. The real-life adventures are more authentic and appealing, as compared to gimmicky attempts by brands that boast megapixels and water-resistance features.
Make the most of live videos streaming on your company’s webpage or social media sites for product demonstrations, exciting announcements or latest updates. Use the power of the web to cement the foundation between your brand and customers. At the same time, take a minute to engage with consumers and make them feel valued by responding to queries and showing appreciation for heart-warming compliments and insightful suggestions.
6. Get Personal
A search for gorgeous Moroccan lamps on Google magically transpired into sponsored posts from lighting companies on Instagram. That’s no magic – personalization integrates various social media platforms together, leaving users spoilt for choice, no matter the site they’re logged to.
Personalization allows users to connect closely with your brand, potentially translating into conversions and customer loyalty. Mailchimp’s personalization toolkit helps to disseminate content that matters, make your emails sound like an actual conversation with customers, predict users’ demographics and even send your emails based on buyers’ time zones. Your brand can also utilize Facebook Dynamic Product Ads for a bulls-eye hit on targeting users with relevant ads.
Lexus launched the Beyond Utility campaign that featured everyday items alongside their luxurious counterparts. Depending on the audience’ demographics and interests, users can watch differing variations of the video. For instance, music fans are shown an ordinary headset next to a more extravagant piece. The message is clear: Lexus desires both practicality and style for customers, and utility alone won’t cut it.
7. Social Messaging
The trendsetter in the messaging industry, WhatsApp has more than 1.5 billion users globally. Brands leverage on the WhatsApp Business platform to interact with customers on Android mobiles. The application assists with organization, segmentation of new prospects and returning customers, and facilitates the communication flow between your brand and users. The conversation-encrypted chats, two-way conversation style and instantaneous replies are great advantages of this service. While WhatsApp Business isn’t deep-rooted in every brand’s marketing campaign yet, the potential for mobile marketing bears some fruit. Like Snapchat Stories, WhatsApp may potentially run advertisements through WhatsApp Status as early as this year.
As much as you wish to be available 24/7 to interact with customers, let users know when to get in touch and don’t leave them ‘on read’. It may smear your brand’s good name and while blue-ticks don’t usually come at a price, you run the risk of being charged for slow response after a 24-hour period on WhatsApp Business.
The rest of the year will fall into place if you get the beginning right. The power is in your hands to navigate your brand in the best way forward.
From all of us at CorpMedia, here’s wishing you a fantastic year ahead!
Posted by Nur Farzana, CorpMedia
Winning ‘hearts’ on Instagram
You don’t have to be cool to rule the (virtual) world. Brands are no longer hiding in cocoons, relying on heavyweight publishers for sponsored content. They’ve evolved into social butterflies on the digital sphere.
Granted, not every brand knows how to maximise Instagram to its fullest potential. Some see no wrong in whiplash colours and unrelated captions – the perfect trigger to a swipe (away). But you and your growing brand will have to do it right. We’ll help you out.
1. Find your voice
Don’t be afraid to let your feed do the talking. A picture is worth a thousand words, no? Your Instagram account is your brand’s voice. A strong identity sets you apart from the rest, but your brand can only shine when it knows itself. Think of the values your company stands by, and translate that into a visual force.
Take Starbucks for instance. Their Witch’s Brew Frappuccino is another magical concoction to join their out-of-this-world selection.
Starbucks’ recipe for success is simple. Their Instagram page shows a seamless integration around their cup of joe-from pictures of house coffees, and festive-themed caffeine to the newest additions.
2. Be consistent – it’s a strategy
This should be your brand’s middle name. Build a cohesive brand theme with colours, filters and aesthetic designs that are in sync. Ensure your photos are sized well (1080px by 1080px), so your feed won’t resemble a stock of mismatched crops. Learn from Pinkberry and their messy use of a filter, turning their berry yogurt into a chameleon instead.
From one dairy name to another, Ben & Jerry’s is making their Instagram page all about their delicious pints. Like them, be consistent with your branding, and don’t post the same picture thrice in a row. Spruce things up with creative ideas and don’t let others wonder why you’re on their timeline.
If your company is promoting a new product, make things easy on the eye by capturing shots against diverse backgrounds or adding related pictures such as a consumer trying out your item. It helps to remember to whom you’re posting for too.
3. Schedule posts in good time
There’s no hard and fast rule on the best timing, so test your posts at different intervals of the day. Our pro tip is to use Iconosquare to view posts’ statistics and keep track of the time your target market is most active. Even if you’re posting fantastic content, it’ll be water under the bridge if no one sees it.
Sporadic posting habits make your followers forget you. Over-posting will annoy them. Find a strategic balance, and a good suggestion is to have an editorial calendar to set specific schedules.
Think of your postings as a diet plan: Don’t be over-ambitious and commit more than you can chew, or take too many ‘chill pills’ and post only once a year. People will wonder if you’re still in business! The average brand posts, according to a Union Metrics study, is 1.5 times every day – a realistic goal for most.
4. Create Instagram Stories that work
Publicise giveaways, contests and timely deals on Instagram Stories, with a call-to-action for consumers to click on instantly. With their latest “swipe up” feature, it has never been this easy for brands to direct audience straight to their content.
Bringing your followers behind-the-scenes is like dangling the metaphoric carrot, holding their attention, in anticipation of the actual release. Take a page from H&M and their Conscious Collection, giving avid fans an inside scoop on the materials used in their environmental-friendly initiative, and keeping them on their toes about the upcoming release.
Travel application site Hopper, for example, uses Instagram Stories to offer massive flight discounts for your next holiday.
Whatever your motive -cheap thrills or sneak peeks- an Instagram Story is fluid and purposeful, all while aligning with your brand’s image. It’s not called a “story” for no reason!
5. Your followers matter
Not to sound superficial, but who your brand follows speak volumes. Following a charitable cause have others believe your brand is ethical, whether or not it holds true. Of course, it’s a given to check out accounts that are relevant to your brand.
That doesn’t mean you should go on a follow spree and add random pages, especially when your followers are half the size of theirs. It seems egoistic, but let followers come to you instead. Focus on building real relationships and let others share your content for you.
The ‘like for like’ favour doesn’t work here. Think of the number as a nice compliment, but genuine engagement with your supporters eventually takes precedence. Don’t sacrifice quality for quantity.
6. Just have fun
This seems contradictory to everything on the list. But the moment you view Instagram as a profit-making tool, you’ll lose out. While these guidelines may pivot into a powerful branding strategy, remember – when you start thinking “This seems fun”, others will too. Get inspired and start posting. Your visual diary is your brand.
Posted by Nur Farzana, CorpMedia
Do You Want to Hear a Story?
People in general have an insatiable appetite, craving a tender story to sink their teeth into. Commercials or Ads, laden with emotions can invoke a plethora of feelings within a person. Once upon a time, advertisers were fixated on hard-selling a product’s prime assets. Today, they prefer to tell a “story” to sell. The story, though, must resonate with you, the prospect, and appeal to your emotions. After all, when it comes to making buying decisions, it’s all about what stirs your emotion.
Thanks to premium memberships and exclusive privileges, skipping an Ad is literally a click away. While it’s impossible to rewind the effects of technological advancement, it’s plausible for consumers to press play the next time they chance upon YOUR commercial or Ad.
There’s no running away from storytelling in today’s marketing environment. It’s an essential component of any marketing and advertising campaign strategy. Brand storytelling works when yours rises over the white noise to rein in your prospects and win their trust, only then will they become vested in your business. Here are some tips we’d like to share with you.
1. Stand out from the rest
To be memorable, you must be unforgettable. A conventional plot won’t exactly scream your brand name. Advertisers need to pull out a fishing rod to hook users with a direct connection to a powerful story, to automatically assimilate the business-to-consumer bond.
To stand out, you don’t necessarily have to be tall. Volkswagen’s Think Small campaign swiftly shifts the focus of spacious American cars to small German automobiles. Instead of short-changing consumers with empty promises of roomier cars, they choose honesty as the route forward – telling it like it is!
Think about what makes your product a rose among the thorns, and figure out ways to weave a story from that. Where carbonated beverages are aplenty, Coca-Cola’s personalised bottles, are a rare, novel invention. The Share a Coke campaign allows users to purchase a can of Coke with their personal name printed against the famous red backdrop. For unconventional names and nicknames, Coca-Cola will even customise the bottle. Consumers feel a sense of ownership, or better yet – it spurs them on to share a Coke with someone by that name. It may be simple, but a name can share a thousand stories.
2. The emotional touch
Luke Sullivan, author and copywriter of Fallon McElligott advertising agency, shares how people talk in stories. We must do the same. The brand itself tells a story, and narratives give human experience depth. Take for instance, a savvy gadget like FitBit – we know what it is and how it works. The Ad uses an emotional pull factor as it follows an impressionable young girl while she narrates her mother’s fitness journey, all from her eagle-eyed lenses. It tugs at your heartstrings and holds your attention on pause. What’s more, it makes consumers believe that FitBit is indeed a gadget for everyone. You wouldn’t be as interested if the Ad boasted a chunk of statistics, right?
3. Be real, give details
You may think that to reach the masses, a carbon copy of a tried-and-tested idea would suffice. But does a “recycled” idea makes you jump out of your seat? If you want to be heard, then include details, details, details. This makes the storyline genuine and relatable, and is sure to go out with a bang.
Observe your surroundings and hear what isn’t being said. Starhub Singapore’s campaign is peppered with nostalgic heartland moments to alter people’s hushed perception of Singapore as THE unhappiest country. The story resonates close to home and includes visuals of precious, authentic moments that locals cordially share.
4. Relate and resonate
Step into the shoes of a reader and ask yourself, “Can I relate?” Think of the struggles your community faces, and how others feel about a certain topic. For instance, in the age of female empowerment, the Think Like A Girl campaign by Always, nips the social stigma of playing sports like a girl, in the bud. The takeaway is that girls are as fit and adept as boys – a message that runs deep for many independent women out there.
5. Close your eyes
Many will skip advertisements at the first second. If you can make a person forget, even momentarily, that they’re watching an Ad, you’ll garner two thumbs up (and a ‘like’). As Jon Hamm wittingly said in Mad Men, “I wanted people to say “What’s happening in the story right now? Oh! It’s an advertisement!” That will clue you in if you have an Emmy-winning Ad or not.
Procter & Gamble (P&G) shares stories of supportive mothers to superstar athletes, and how unwavering courage leads to the success of their children. The commercial is almost a film, taking viewers on a journey before reaching that paramount moment, all under 3 minutes.
Hope these tips help you to think outside the box. The next time you’re in a brainstorming session, remember: Honest, relatable and authentic storylines – That’s where the gold is.
Posted by Nur Farzana, CorpMedia
Breaking: Bad News!
Delivering bad news is tough in any business. Whether it’s having to tell your vendors that you can no longer retain their services or informing an employee that he is being made redundant, or shutting down a project, often the “messenger” tasked with delivering the final blow would go to great lengths to delay or avoid the situation due to fear of confrontation, turning a bad situation into an even worse one.
Let’s face it – nobody wants to hear bad news. Disappointment, frustration and even anger come to mind. It’s certainly no mean feat when it comes to reconciling and managing orders from upper management with the interests of employees, vendors and clients.
So how can we avoid shooting the messenger? We share some tips on how you can deliver bad news (someone’s got to do it!) with grace and tact.
Be Prepared
Make sure that you’re familiar with every piece of information before speaking to your target recipient (employee, colleague, client). More specifically, you need to understand the reasons why, who are the parties involved, and any other considerations in the lead up to the final decision. Don’t hesitate to ask for more information before delivering the bad news.
Time and Place
When you deliver bad news, be sure to do it in a private setting and at a time when he can hear the bad news. If it’s not urgent, don’t approach the person at a stressful time in the middle of a project. Be mindful of the setting, and switch off your phone and email alerts – avoid interruptions at all cost to put the person at ease.
Create a Buffer
Before communicating any bad news, always start with a buffer to reduce the shock or pain. An effective buffer helps the recipient to keep reading or listening, and essentially provides a smooth transition to the bad news proper.
- State the best news first
- Compliment the recipient
- Thank the recipient for his past contributions
- Listen to what the recipient has to say (shared viewpoint)
- State key facts of the case
- Express empathy (show concern)
Be Direct
People are more receptive to listening and accepting bad news when it’s delivered thoughtfully, sincerely and confidently. Body language is key. Make sure your body language conveys the right message in the right way and is in line with what you’re saying. Some examples of non-verbal cues include avoiding eye contact and fidgeting. These are sure to send the wrong signals. Also, do not sugarcoat and beat around the bush. Be direct and tactful, and most of all be kind.
No Time for Jokes
When bad news is being delivered, be considerate of the recipient’s feelings. Do not joke around as this may come across as being rude and insincere. While you may want to lighten the mood and reduce the impact of the news, always be respectful and sensitive.
Explain the Why’s
Research shows that people are more willing to accept bad news if they believe the decision-making process was reasonable. Therefore, provide them with ample reasons as to why the bad news is necessary and give them details about the decision-making process.
Show you Care
After delivering the news and explaining all the necessary information, give the individual some space to absorb the information and be ready to listen to his concerns. Ask him how he’s feeling. Do your best to be understanding and answer any questions as best as possible.
Moving Forward
When closing, do it in a way that promotes goodwill and helps the individual or team move forward. You should provide your support and let them know you’re there for them. Instead of focusing on the “can’ts”, focus on the “cans”. Go a step further and suggest a compromise or alternative option based on what the individual wanted in the first place.
Posted by Chloe Tan, CorpMedia
Ethical Advertising: Does It Pay to Do Good?
Advertising is an important facet of business. Businesses are in the game to earn profits and advertising helps with just that – bringing the products to a wider reach by capturing the interest of target audiences. Advertisements have a heavy responsibility – they affect the daily lives of people who watch or read them. However, businesses need to be ethical in their advertising. An ethical company is likely to be viewed more positively. That’s because they have to keep an ethical promise to their customers.
Missing The Mark?
Even though businesses know what it means to be ethical, there have been cases of renowned companies making blunders in their advertising efforts.
Deceptive Advertising and Misleading Claims
If any advertisement makes unsubstantiated claims, then the intention is to mislead the public, and it becomes unethical. Such an advertisement usually creates or takes advantage of, or substantially interferes with the ability of people to make rational consumer choices.
Of course there is a fine line between exaggeration and deception. When an advertisement claims that “You’ll be walking on heaven”, it obviously does not expect readers to take that literally because the rational individual is able to discern the truth.
However, if an advertisement pitches your pill as one with “No Cholesterol!” but the ingredients listed on the back leaf show high sodium content, then that is considered deceptive advertising.
Kellogg’s Rice Krispies
An example of deceptive advertising would be that of Kellogg’s Rice Krispies. The brand came under fire in 2010 for misleading consumers about the product’s immunity-boosting properties. The Federal Trade Commission stepped in and ordered Kellogg’s to stop all advertisements carrying the immunity-boosting claims. As a result, Kellogg’s had to pay $2.5 million to affected consumers and donate another $2.5 million worth of Kellogg’s products to charities.
Kellogg’s Frosted Mini-Wheats
Kellogg’s got into trouble again in 2013 when it falsely claimed that its Mini-Wheats “improve(d) kids’ attentiveness by nearly…20%.” As a result, the company had to settle a $4 million claim for false advertising.
Irrational Persuasion
It is the manipulation of feelings or interests of a target audience.
Advertisements push our buttons with celebrities, sex and success. They disable our rational mind and appeal to our feelings and emotions. They exploit deep-seated emotions the target audience might have: the need for security, acceptance and self-esteem.
McDonald’s Advertisement UK
McDonald’s seemingly harmless Filet-O-Fish advertisement caused massive backlash and debate online when it was launched. In the advertisement, a mother tells her son about his late father and to his disappointment, they shared little in common. It was only after his mother took him to McDonald’s and he ate a Filet-O-Fish burger that he found out he shared the same taste as his father (it was his father’s favourite burger). McDonald’s was taken to task for creating an advertisement that exploited child bereavement. The Advertising Standards Authority in the UK received about a hundred complaints and only then was the advertisement withdrawn.
Fear As a Motivator
Advertising agencies frequently use fear tactics. It becomes unethical when it is without proper justification. If fear is used for the good of the consumer and society at large, then the use of fear is justifiable.
In the case of anti-smoking campaigns, a label carrying the words “Smoking Kills” on the box uses fear as a tactic to motivate smokers to stop smoking, for their own benefit and health.
Also in the case of anti-drinking and driving campaigns, the use of fear is meant to stop or condemn drink driving, while highlighting the possible risks.
Many companies, however, employ fear tactics for the wrong reasons.
Nationwide Insurance Advertisement
The Nationwide Mutual Insurance Company released an advertisement in 2015 which features a boy reciting all the things he would not be able to accomplish in life and goes on to say “I couldn’t grow up, because I died from an accident.” The advertisement shows horrific images of accidental child death scenes like poisonous chemicals and shattered TV screens. It goes on to say, “At Nationwide, we believe in protecting what matters most… your kids. Together, we can make safe happen. #makesafehappen”
This is an example of unjustifiable fear, wherein the advertisement induces people to buy the insurance by depicting how horrible the lives of their children would be if left uninsured.
Promoting Unethical Behaviour
Unethical advertisements are also those that promote unethical and immoral behavior. An advertisement by Reebok had a headline that read “Cheat on your girlfriend, not on your workout.” People were unhappy that the advertisement was unethical as it encouraged infidelity.
Reebok Advertisement
So… What?
Ethical Advertising
Ethical advertising is critical. Consumers are more socially aware and increasingly demand for businesses and products to be more ethical in production and advertising. When any company is perceived to lack in ethics in any aspect of their business, they lose credibility from consumers, resulting in a tarnished brand reputation.
Be Honest
As obvious as it sounds, to be ethical in advertising, one needs to be honest and promote a given product or service without lies or deception. Ethical advertising tells the truth and never hides any of the product specifications or its defects. Ethical advertising is also free from any deceptive or misleading claims, irrational persuasion and using fear as a motivator.
Social Consciousness
To be ethical in advertising is to avoid appealing to deep-seated emotions and unavoidable needs of the target audience. It is objective and unbiased, and does its best to live up to its social responsibility mission.
Environmental Consciousness
Ethical advertising also comes in the form of protection of the environment and preventing harm to the environment. Unethical advertisements do not show consideration for the environment and also promote environmentally destructive behavior.
Posted by Chloe Tan, CorpMedia
Real-Time Marketing: Make or Break?
Imagine a world without marketing. Brands would cease to exist, and the economy would probably collapse in no time. The world would be completely different.
Businesses today all speak marketing.
It’s all about developing brand awareness and utilizing different marketing channels to disseminate information to the public. With the advent of the Internet, digital marketing has shaped the marketing world greatly.
But real-time marketing is the new game changer.
What truly sets it apart from the rest is that it is opportunistic – marketers seize the opportunity to generate content that ties the brand to the latest trending topic of relevance, ensuring that it is not only pertinent, but felicitous too.
The tastes and preferences of consumers constantly change as well. The marketing industry is obsessed with the now, and consumers these days seek instant gratification, placing pressure on brands to be more forthcoming and transparent than they have ever been.
As real-time marketing continues to grow, brands are also keeping up with the trends by engaging the public with shareable, bite-sized content.
Leveraging the love for cheese fries amongst consumers, McDonald’s stepped up their French fries game with the launch of its Cheesy Loaded Fries just last December. Featuring its all-time favourite golden and crisp fries, topped with chicken bacon bits and drenched with nacho cheese and sour cream sauce, this limited edition side had garnered much hype.
But, alas, dissatisfaction overwhelmed fry lovers who flocked to various chain outlets with great anticipation for the Cheesy Loaded Fries, and when the dish did not resemble anything as advertised, they vented their cheese-deprived anger on the fast food chain’s Facebook page.
While McDonald’s expressed sincerity and was swift in responding to the complaints regarding the disparity between the advertised Cheesy Loaded Fries and its actual presentation, their efforts were evidently not adequate to satisfy cheesed off customers!
Oops. Shots fired.
Instead of Cheesy Loaded Fries, all they got was Fully Loaded Disappointment… perhaps, with a miserable drizzle of cheese?
In light of this big hoo-ha, KFC Singapore cleverly turned the tables around as they identified this situation as a marketing opportunity and jumped on it to produce a timely and relevant piece of content, gaining both acknowledgement and commendation from the public.
KFC simultaneously introduced its new, improved cheese fries as “the real deal” using the hashtag #KFCRealCheeseFries. Indeed, what a timely post to remind Singaporeans why they love KFC’s cheese fries!
Now that’s what you call real-time marketing.
Social media real-time marketing can make or break a brand. For KFC, it evidently made the brand, but it was clearly the contrary for McDonald’s. Another case in point: Cheerios.
When music legend Prince passed away in April 2016, Cheerios responded by tweeting a purple “Rest in peace” sign, replacing the dot above the letter ‘i’ with a cheerio, and tagging the tweet with the hashtag #prince.
What started out purely as an innocent condolence message over the loss of an iconic musical legend in Minnesota on the part of Cheerios turned out to be a seemingly exploitative marketing gimmick in the eyes of the public, especially Twitter users.
Compared to McDonald’s and Cheerios’ fiasco, KFC proved how real-time marketing, when used brilliantly and appropriately, can make the brand.
Here’s why their strategy worked:
- Timeliness
Consumers today care less for slow and disconnected experiences. Quick response time is a crucial factor they look out for in a brand. Brands should be able to respond to customers appropriately, by creating the right content that appeals to the right people, at the right time, and appropriately.
- Relevance
Context is equally important as content. Lacking in either one will not make the strategy work. In real-time marketing, brands often fail when they force themselves into conversations or trends that they have unfortunately little or no relevance in. What’s vital is to ensure your brand can be tied to what’s happening, with sensitivity and transparency. Failing which brands risk the wrath of the social media army!
Posted by Shermaine Sim, CorpMedia.
The Mighty Millennial
Caricatures have often represented Generation Y as a cohort of contradictions – the millennial is plugged in, yet notoriously distracted; engaged, but mostly in the realm of social networks; self-involved, yet can be enthusiastic advocates of social causes.
These multiple stereotypes, while not adequate (or entirely wrong!), highlight the broad tendencies of a group that makes up over a quarter of the global population. Understanding Gen Y’s unique experiences not only allows companies to better market their brands to this powerful target group, but can also help build meaningful, long-lasting connections.
But first, who are the millennials, what fuels them and what habits do they share?
Born between 1980 and the mid-1990s, Gen Y was bred on a diet of technology and grew up in a culture dominated by change, which largely explains their adeptness at embracing everything new and exciting. Socially liberal, experimental, and incredibly tech-savvy, the millennial cohort values being engaged, staying in the loop and immersing themselves in exceptional experiences.
This group of consumers is already reshaping the economy with their purchasing power, preference and influence. So how can businesses and marketers capture the millennial imagination? Here are some tips:
The Digital Natives
With technology as the pulse, it comes as no surprise that Gen Y thrives on virtual transactions and digital communications. Comfortable with using social media to broadcast their concerns, foster connections and educate themselves on products and services, millennials see social channels as repositories of “wisdom”, connecting them to peer reviews and trusted endorsements while allowing them to share opinions before committing to any form of purchase.
To effectively reach out to millennials, brands have to meet them where they are – this means operating across a multitude of social platforms with dexterity. Businesses need to actively engage millennials by responding quickly to queries and posting feedback on Twitter, Facebook, Instagram, and the like; regularly upload multimedia content that can be easily shared (short, captioned videos are best at hooking viewers!); and leverage user-generated content to build brand awareness and loyalty.
Given Gen Y’s affinity for technology and interactivity, a static digital presence is no longer sufficient. Marketing that optimises the word-of-mouth culture, exciting interfaces and visual languages, and mobile-friendly promotional media is key to capturing and sustaining the attention of millennials.
Provide the Ultimate Experience
While the generation that preceded them was more focused on living in preparation for the future, millennials are generally associated with living for the now. Gen Y favours spending money on experiences rather than material possessions. In their search for great experiences, millennials often forego some of the basic luxuries to get the most value out of their dollar.
Millennials’ spending habits have since given rise to the sharing economy, resulting in the growth of businesses like Airbnb, Grab and Uber. These companies, through their shared products and services, remove the burden of ownership, and simultaneously help users save on expenditures.
With information, reviews and cost comparisons at their fingertips, millennials are inclined to trawling online resources before deciding on products or services that promise incomparable experiences at the best prices. Brands can deliver special deals and product trials on social channels and apps to appeal to this consumer base. Events or offerings that seek the involvement of millennials will also make it easier for brands to resonate with this group.
Sell Your Purpose
Millennials are known to take up or advocate a plethora of social issues, and expect brands to do the same. Companies should look beyond marketing products that enhance lifestyles, but seek to connect with Gen Y on an emotional level. Millennials care about content that speaks to them, and if brands similarly promote values that they uphold. Immune to most traditional sales pitches (they’ve seen it all!), millennials are likely to use their buying power to support businesses that stand for more than their bottom line receives.
Above all, marketing messages have to be authentic. Many businesses have seen how a forced relationship with a cause or the lack of genuineness can backfire. Take a leaf out of Patagonia, TOMS and Heineken’s books – all great examples of brands that have successfully delivered impactful cause marketing campaigns.
Businesses have to first invest in understanding millennials before they can take advantage of their immense social clout. By directly addressing the millennial generation and recognising what they truly care about, brands will be able to spark a connection and effectively sustain consumer-centric conversations.
Posted by Rahimah Amin, PR Executive, CorpMedia
Hit Me with Your Best Shot!
Instagram recently surpassed the 700 million user mark and that deserves a huge “Wow!” If you’re wondering about who, what, when, where, why and how, then you only need to look to Mark Zuckerberg. No one gets it better than Mark. By investing heavily in Facebook products such as Facebook Messenger, Whatsapp and Instragram, he’s created an ecosystem where millions of people get to connect and share their stories online every day.
But enough about Mr Zuckerberg, let’s get back to the Wow. With more than 700 active million users per month, Instagram offers a large gathering of followers that can benefit your business. These followers could very well become your customers, so they’re worth pursuing. Especially since Insta users have shown that they’re ready to engage with businesses within and outside of the app. More than 80 percent of users follow at least one business, and over 120 million users visit a website, get directions, call, email or direct message a business every month from the app.
Instagram is all about being seen, and which business wouldn’t want to increase their visibility, right? More visibility means new users finding, following and engaging with you, and yes – eventually buying from you. The key to increased visibility is to expand your reach.
There are three basic elements to bear in mind when looking to increase reach and promote growth: content, caption, time. It’s all about creating a voice behind the brand, producing engaging content, and building a relationship with your followers.
Engagement on Instagram is not so easy as it’s a rather isolated space, compared to other platforms like Facebook, LinkedIn or Twitter, where interactions happen publicly. If someone were to comment on a Instagram post, chances are you won’t see it unless you’re following that brand or if they tag you.
If you’re planning to use Instagram to grow your brand or business, it’s important to develop a good marketing strategy that will help keep you on track along the way. You will soon realize that follower engagement plays a vital role in growing your Instagram account as well as your brand. While there’s no magic formula to getting more followers, here is a list of tactics that will be helpful along the way.
- If you want a massive Insta following, you need to be posting high quality content (photos and video) ALL of the time – not just post randomly or once every week or so.
- Write descriptive captions. Storytelling will help generate engagement and sharing.
- Interact with top influencers; aim to become one of their favourite people or brands.
- Promote your dedicated hashtag on your other social media profiles, on your website, and your email blast.
- Get creative with your hashtags. Be funny, be outrageous. Be different but not boring!
- Scan for relevant topics and trending hashtags. Join these conversations to get in front of more people.
- Emojis are becoming a universal mode of expression. Nearly 50 percent of all captions and comments on Instagram now have an emoji or two. Make sure you use the right emoji to convey your message.
- Cross-promote your Instagram account and content on other social channels.
- Use your weblink to drive traffic to your newest or most popular content.
- Use the call-to-action buttons such as Shop Now and Install Now, as people will be able to learn about a product or service and take action directly from an ad to sign up on a website, buy a product, or download an app.
Many businesses still struggle on Instagram or avoid it entirely, because they don’t find the site intuitive and they aren’t sure how to actually build a list of active, engaged followers. Not utilizing the network could be a huge mistake for a business as an established Instagram profile with a lot of followers can open up opportunities to establish your brand as a trusted authority within your industry, promote your business and increase sales. So give it a shot!
Posted by Irene Gomez, CIO, CorpMedia
The Rise of the Influencers
Just last year, Instagram hit an incredible milestone of 600 million users. Combined with the recent launch of Instagram Live and the wildly successful Promoted Posts in 2013, Instagram’s strategic focus on Influencer Marketing is making waves in the world of digital marketing.
Over the past three years, Google Trends observed a steady decline in print advertising. Within the same period, influencer marketing has steadily grown in popularity and is quickly narrowing the gap with video advertising. To date, AdWeek reports that 94% of marketers believe in the strategic effectiveness of influencer marketing, with most spending between USD25,000 and USD50,000 for an influencer campaign.
Why?
The Rise of AdBlock
In December of 2016, Apple released the iOS 9 for its chain of devices. With the new software came the added support for AdBlock – a program to block banner advertisements on websites and social media platforms alike. In the same year, Digital News reported that 47% of online consumers used ad-blocks. What was once a program solely used by experts in the field had now become mainstream, throwing marketers into a frenzy of re-evaluating their monetizing and advertising strategies.
Growing Immune to Traditional Advertisements
Traditional marketing strategies have also spiralled downward in terms of actual effectiveness. In the past, brands paid an average of USD5 million for a 30-second commercial between breaks of primetime telecasts. Today however, consumers are rarely glued to the screens of their TVs, with only 14% remembering the last ad they saw, reports Leverage Marketing.
Rethinking and Realigning Content
Navigating through these changing tides of marketing, brands recognize the need to adopt strategies that incorporate their products into popular content that is being consumed on social media. In this day and age, it’s all about “integrating a customer’s attention organically with a product or a service” and fortunately for most brands, influencer marketing offers the solution to all their problems.
Word-of-Mouth 2.0
In 2015, a study by Nielsen revealed that 84% of consumers perceived recommendations from friends and families as the most trustworthy factor in their purchasing decisions. Influencer marketing similarly uses the age-old Word-of-Mouth strategy, except that recommendations extend beyond people within our social circles to include influencers – key individuals on social media who are recognized as experts within their specific fields.
To put it simply: “People listen to the people they trust, and the people they trust are relatable people”.
Traditional celebrities are removed from their audiences. Whether on stage or on movie screens, celebrities present carefully constructed caricatures from behind glass walls. Therefore, many idolize and admire them from afar, but very rarely are celebrities relatable to the average Joe.
Comparatively, influencers appear to present themselves as they are, making them more approachable, relatable, and trustworthy. Before selling a product, brands in the modern market are selling trust.
Strategic Marketing
From garnering higher click rates to conversions, it may be tempting to jump on the bandwagon of influencer marketing. But before you do, here are some tips:
- Understand Your Audience
If you are operating in a niche market, working with the most popular influencers may not be your best bet. Instead, look for experts in your field to garner a higher level of engagement as a result of hyper-targeting loyal audiences. - Allow Room for Personal Creativity
Influencers have amassed large followings because of their unique content and voice. Dictating and limiting them excessively results in just another “advertisement.” Listen to them because they know their audience better. - Fostering Long-term Relationships
From an audience’s perspective, it becomes harder to believe someone who switches teams regularly than someone who frequently posts about the same brand. When done well, audiences are less likely to see it as product placement, and more of the influencer’s personal brand.
Posted by Roselynda Afandi, CorpMedia
