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Casey Johnson
Sep 07, 2022
In Social Media Forum
Find out how an insurance company went from unknown to unskippable, becoming one of the most revered creative brands. Hear how The Martin Agency transformed GEICO into one of YouTube's most prolific content creators. Meet the Makers by Create with Google explores some of the most relevant, talked about, and iconic YouTube campaigns globally – picking the unique brains of those responsible behind the scenes.
Meet the Makers: The Martin Agency & GEICO: Making GEICO Unskippable | Create with Google content media
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Casey Johnson
Feb 09, 2022
In Social Media Forum
I caught up with Sir Richard Branson, as he was releasing his latest book, The Virgin Way: Everything I Know About Leadership. Branson is an international entrepreneur, adventurer, icon, and the founder of the Virgin Group. The Virgin Group is one of the world’s most recognized and respected brands, with over 400 companies. His previous best-selling books include Like a Virgin: Secrets They Won’t Teach You at Business School, Losing My Virginity, Screw It, Let’s Do It, Business Stripped Bare, Reach for the Skiesand Screw Business As Usual. According to the Forbes 2012 list of billionaires, Branson is the sixth richest citizen of the United Kingdom, with an estimated net worth of US$4.6 billion. Today, Branson's Pioneering Commercial Spaceflight Virgin Galactic announced a global partnership with Grey Goose Vodka. You can read Branson's blog or follow him on Twitter for more live updates from his extraordinary life @richardbranson. In the following interview, Branson talks about his rule-breaking leadership style, his involvement in hiring and selecting leaders for Virgin, how he originally came up with his companies values and mission, and more. Richard Branson: Rule-breaker – because I never learned the rules in the first place. To change the game is at the heart of what Virgin stands for, so the company culture has always been: “Don’t sweat it: rules were meant to be broken.” Schawbel: What is your process for selecting leaders at Virgin? What qualities do you look for in new leaders and what qualities are your biggest turnoffs? Branson: I’m quite involved in hiring for leadership and I look to hire my weaknesses. Personality before CV. A person who has multiple degrees in your field isn’t always better than someone with broad experience and a wonderful personality. I like to take chances on people, and whenever possible, promote from within – it sends a great message to everyone in the company when someone demonstrates a passion for the job and leadership skills at every step along the way and is rewarded with a leadership role. Schawbel: How did you originally come up with Virgin's values, vision and mission and then find the right people who believed in you and the company? Branson: The Virgin values have and will always be the same: to change the game and challenge the status quo by providing a product or service of great use. My first business venture was Student magazine. Along the way, we saw gaps in the market where Virgin could play a role and can be an incredible force for good, and that’s become our motto. If you love what you do and if you believe in what you do, others will share your enthusiasm. Passionate people find their way to the Virgin Group, and when they do, we snap them up and try to keep them within the family. Schawbel: From the beginning, how often would you research what your competitors were doing? What did you learn from them early on that helped you develop your branding strategy? Branson: Researching the competition has never been the Virgin way. Many of our products and services come about because we pay attention to what the market is missing or what's not being done well. The commitment is about doing things differently. Our strategy has been to screw business as usual. To look at what it is our customer wants, and what it is the industry needs, and to go in and exceed their expectations. And we’ve been successful not by wasting time scrutinising our competitors but by looking at ourselves from the point of view of our customers do and seeking feedback through listening. Schawbel: What are your top three leadership principles? Branson: 1. Listening is one of the most important skills that anyone can have. That’s a very Virgin trait. Listening enables us to learn from each other, from the marketplace, and from the mistake that must be made in order to get anywhere that is original and disruptive. I learn so much from guests and employees that way. 2. Learn: Learning and leadership go together. Too much credit goes to me for what we have achieved at Virgin but the successes happen from working and learning with some of the world’s most inspiring and inspired people. 3. Laughter: My number one rule in business, and in life, is to enjoy what you do. Running a business involves long hours and hard decisions; if you don’t have the passion to keep you going, your business will more than likely fail. If you don’t enjoy what you are doing, then you shouldn’t be doing it.
Richard Branson's Three Most Important Leadership Principles content media
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Casey Johnson
Jan 06, 2022
In Social Media Forum
By Samantha Owens Pyle – Contributing Writer, Jul 7, 2021, 4:01am EDT Quality over quantity. It’s a phrase that’s said so often that it sometimes loses its meaning. However, the reason that it’s said so often is that it’s overwhelmingly true. As it does in every area of marketing, quality over quantity applies to social media, too. So, in short, no. Your business should not be on every social media platform. This is always good news to businesses trying to juggle upwards of three platforms at once, seeing lackluster results across the board. The key is to focus on the platforms that give you the most return so that you aren’t wasting precious resources. So, how do you decide which platforms to put your effort towards? We have a few tips to guide you. How to Identify which social media platforms to use 1. Identify where your customers are spending their time Depending on your product or service, it’s likely that your customers are using one platform more than another. Many marketers find that this could largely depend on the customer’s age. For example, for brands marketing to the younger generations, it’s reported that 73% of Gen Z prefers that brands reach them through Instagram. On the other hand, 78% of Baby Boomers reportedly prefer interacting with the brands they like on Facebook. You may also consider your customers’ interests and professions when identifying which platforms they frequent. Discover local leads in minutes with BizLeads. BizLeads prospecting tool can help fuel your sales and marketing outreach with data on more than 19 million companies and 25 million business contacts. Schedule a demo today to see it in action. Identifying the social platform that will provide you with the most exposure to your audience is the most important part of this tactic and will be a great foundation for building your social strategy. Here are a few simple ways to help point you in the right direction: Poll your customers in a review survey to see how they found you. Ask customers as you interact with them. Review your metrics across the platforms that you’re using. 2. Determine what kind of content you have to share The types of content that you create may heavily influence the platform that you choose. Each site has its niche, and if you go against that niche, you may not see the engagement you’d like. Take Instagram, for example. To be successful on that platform, you must have eye-catching photography or video content with thoughtful captions. On the other hand, LinkedIn relies more on informational content, such as videos, slides, and articles. So, before you begin sharing, consider where the content you already have would make the most impact. 3. Consider which platform you have the most experience with Your level of comfort factors into this decision as well. If you use a particular platform most often, you know what the trends and expectations are for that site already. If you find that your audience isn’t on this site, enlist the help of a social media marketer or a marketing agency to curate and post your content. 4. Analyze your metrics across your current platforms The numbers don’t lie. Take a look at your metrics on each platform to see which is performing the best. This is a great way to identify where your return on investment is the highest. Once you’ve chosen the best performing site for your brand, begin building a social media strategy that addresses the types of content you will share and the goals you want to reach. Don’t forget to include paid advertising as part of your strategy! This can help you ensure that your audience sees your most important content.
Should your business be on every social media platform? content media
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Casey Johnson
Jan 06, 2022
In Social Media Forum
In today’s world, traditional marketing is no longer effective. According to a customer study, approximately 70% of audiences distrust brand advertising. Other than research, it is evident that the modern consumer is smart and like to avoid advertisements as much as they can – people use adblockers online, pay to skip advertisements and get their entertainment streamed to them. Here’s why experiential marketing technology is changing our approach to marketing. The heart of experiential technology solutions is brand experiences, which are authentic interactions between the brand and the customer creating a genuine relationship Event activations have been using experiential marketing technology more and more commonly as brands are understanding the value of experiences and interactive technology solutions in their marketing mix. In this blog, we’re going to take a look at why experiences matter, how experience-based marketing is the new paradigm that is effective for millennials and Gen Z and how brands can effectively utilize the services of an experiential marketing company in their marketing mix for BTL activities. Why Experiences Matter Now More Than Ever? While traditional marketing was all about letting your customer know the value of your product, experiential marketing technology and solutions are all about creating a brand experience that’ll attract the consumers to engage in an authentic relationship with the brand. Millennials and Gen Z differ from the previous generation in the sense that they value experience over everything else. You could explain the true value of a product to Gen Z but using a fun and interesting experience to make them want to know more about the value of your brand would be a much better strategy. Here is the latest marketing trends for Gen Z. By leveraging modern technology like virtual reality and augmented reality, event activations can become more effective by using interactive technology solutions by an experiential marketing company. The newer generations like Gen Z and millennials have come to expect brands to have some kind of experience for them. They would rather connect to an authentic brand through well-thought-out multisensory experiences than being convinced by an advertisement from a brand they already distrust. According to a recent study, 87% of consumers expect brands to act with integrity all the time and authenticity is considered to be highly valuable in today’s world which is why experiential marketing, with its focus on authenticity and experience, has become a game-changer for the marketing world. Learn these 6 ways to succeed in your experiential marketing efforts. The Four Ps of Experiential Marketing One of the most well-known concepts in marketing is the concept of the marketing mix. One of the most common tools in the hand of marketers, the marketing mix consists of four Ps that define a comprehensive marketing framework. The four Ps of the experiential marketing is commonly referred to as – Product, Place, Price, and Promotion. The objective of the marketing framework is to create the perfect balance between the needs of the brand and the consumer – in essence, it boils down marketing into providing the right product at the right place with the price and promotion behind it. Similarly, this can also be applied to an experiential marketing framework to make it more effective. Product The product is arguably the most important part of the marketing mix. A thorough understanding of the product is important before starting any marketing activities as it helps in figuring out the needs and requirements of the consumer with reference to the brand. In the context of experiential marketing, the product’s value is not directly demonstrated like traditional marketing but is communicated and expressed indirectly by letting the consumer experience the product in a controlled setting. It is important to highlight the specific main selling point of the product and base experiences around it. Here is definitive guide on how to make your product launch event experiential? Place The concept of “place” in marketing can mean a lot of things but usually refers to the product distribution channels and systems of delivery. It can also refer to the place the product has in the consumer’s mind, which is achieved by brand awareness, marketing communication, and advertising. In the marketing mix of experiential marketing, the place component can be defined by the touchpoints in the user’s journey through the experience. Tracking and utilizing these touchpoints can generate a better experiential marketing framework. Price The price component of the marketing mix defines the cost of the product. It is an incredibly important component as it can make the difference between the price of the product appearing too high or too low. Marketers have to think creatively about prices in order to find the perfect balance between high and low while keeping the profit margins in line. Within the experiential marketing framework, the price component can be demonstrated and justified via carefully designed experiences. Promotion In the marketing mix, promotion is basically advertising efforts like social media, digital marketing, public relations etc. Experiential marketing revolves around making the promotion component more immersive, authentic, and better. By adding experiential marketing to the marketing mix, the promotion component would be affected the most and it’ll lead to a genuine relationship between the brand and the consumer. Conclusion For a BTL activation agency, experiential marketing is currently the most effective way of reaching millennials and Gen Z. By focusing on experiential marketing, brand activations can be made truly effective and their impact can be taken to the next level with experiential technology solutions.
The Growing Need of Experiential Marketing in New Age Marketing Mix content media
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Casey Johnson
Jan 06, 2022
In Social Media Forum
"We saw a massive turnout, way beyond expectations, for the Miss Dior pop-up during New York Fashion Week. The desire to be in a space with like-minded people, that was visually alluring and looked great on social, and affiliated them with a brand they aspire to, was unquenchable," says AGENC's Cara Kleinhaut. The pop-up, which took place in September, was a retail activation celebrating the new Miss Dior Eau de Parfum. To get a clearer picture of what the future holds during a period of so much uncertainty, V.I.M is planning a series of articles where top professionals from all aspects of the event industry share their predictions and insights for the year ahead. Previously, we caught up with lighting and audiovisual producers, floral and event designers, trade show and convention experts, and caterers and F&B professionals. Now, we’re chatting with experiential marketing pros. Here's an in-depth look at what six experts around the country are expecting to see in 2022. 1. Above all, consumers want to be connected and inspired right now. “Consumers want joy, escape and inspiration,” says Cara Kleinhaut, founder and CEO of AGENC Experiential & Digital Marketing. “We have been isolated and cooped up more in the past two years than in recent history. When we do gather, we want a release from anxiety and stress. We see the use of bold color, art installations and the transformation of outdoor public spaces into areas of play, discovery and storytelling." Brett Hyman, president and founder of NVE Experience Agency, agrees, noting that while good production, safety and unique programming continue to be key, it’s all about meeting consumers’ demands for connection and community right now. “While 2020 was exclusively virtual and 2021 was an evolution into hybrid experiences, 2022 will be about creating the best in-person experiences that focus on a return on their time, identity, attention and dollars in addition to being accessible and inclusive,” he says. “It is important that we prioritize experiences as a way to foster the human need for connection, curiosity and culture.” "Giving consumers an exciting and visually stimulating space to explore, especially one with great air ventilation and where we can time and regulate the throughput, is very attractive to consumers right now in my view,” says Kleinhaut. See more: See Inside the Dior Beauty Pop-Up That Went Viral During NYFW 2. COVID safety continues to be top of mind. “We are seeing that consumers want to feel ‘normal' and safe. They are ready to get back to live events and experiences—just with a new set of expectations,” says Kendyl Wright, founder and head of experiences at LOUDER Experiences. “We have found the easier we make it by taking care of some of those things in advance—outdoor options, limiting attendance, providing PPE—the more comfortable they feel to attend and engage.” For her part, Wright finds that mobile pop-ups are a good solution for brands who don’t want to commit to a specific event or sector in fear of cancellation or changes. “You can easily add a few customizations and move the activation to a different market/event/etc. if something comes up with your first plan,” she points out. 3. Activations can be used to highlight a brand’s values. Alexa Criscuolo, executive producer at Creative Riff, says it’s all about “experiences with a purpose” right now. “The last two years have made consumers re-examine the brands they are supporting, and it has become more important for consumers to interact with brands that stand for the same societal values as they do,” she points out. “They are expecting brands to be open about what they support and what their purpose is. Supporting brands that take a stand and make their purpose known through their marketing are attracting more and more consumers.” 4. Diversity and inclusivity should also be top of mind. Hyman emphasizes the importance of accessibility and inclusivity in 2022. “Experiences are an opportunity to foster a sense of belonging. In order to make a broader audience feel included, brands must take accessibility and unique visual, auditory, cognitive and sensory accommodations into account to make everyone feel like they’re a part of the greater experience,” he notes. “One solution doesn’t fit all.” Criscuolo has similar 2022 goals. “While the pandemic took events online and provided access to users across the world, it also allowed us to take a step back and reflect on our industry and see where we needed to improve our product,” she says. “One of the many great things that came out of these conversations was the need for more diverse and inclusive events for all people to experience and enjoy. … Right now, events are back and busier than ever, and it is my hope that we continue in this essential direction to create spaces for everyone.” 5. Opinions are split on the staying power of virtual in the experiential sphere. “It is our belief that virtual is not going anywhere—and it will be up to event planners to find interesting ways to deliver on that," argues Feit. “With travel continuing to be in flux, this will be an important consideration layer as we advise brands in the ‘new, new normal’ of 2022 and help bring stand out experiences to life for consumers across a variety of formats—from their computer screens and phones to in their home towns.” yman, though, thinks 2022 will bring fewer events that are exclusively virtual. “The demand and interest aren’t there,” he says. “The only virtual-only formats that can likely remain successful are large-scale conferences and trade shows, where attendees have found they can accomplish the same objectives in the form of speaking engagements and networking while maximizing time and expenses from traveling.” 6. But hybrid is likely here to stay. Whatever happens with virtual-only brand activations, it’s likely that hybrid events—a mix of both physical and digital experiences—will continue being a big deal throughout 2022. “The hybrid model has given the public and brands the best of both worlds based on their own comfort level, and given brands increased reach instead of just relying on regional events,” notes Justin Lefkovitch, founder of Mirrored Media. “Events with engaging digital experience added to the live aspect—rather than simply streaming the live event—create tailored experiences for local and international audiences. Digital experiences that are custom-tailored to a specific platform have added a whole new element to experiential, helping to fill the void in the marketplace and increase ROI across experiential campaigns.” He continues, “While there are still benefits to smaller, more targeted VIP on-site experiences, brands are recognizing the value of a broader dialogue and open communication with consumers all over the world." Lefkovitch cites his company’s work for BMW at this month’s CES as an example of a successful hybrid experience. “Even with limitations due to the pandemic, the brand had an immersive booth on-site that attendees could engage with in a safe way. They complemented this with a digital experience entitled Joytopia—an emotional virtual journey to experience a series of worlds inspired by MyModes," he explains. "Fans all over the world could engage with content via social media and other online platforms.” 7. It’s time to familiarize yourself with NFTs. “Another trend we anticipate is the use of the metaverse and NFTs within experiential campaigns,” adds Lefkotvitch. “Artists and brands are jumping on the rocket and finding unique opportunities to connect with fans and consumers directly in an organic and extremely creative way.” 8. There’s an opportunity for brands to create more meaningful connections right now. Hyman emphasizes the “importance of creating exciting, lean-in experiences that extend beyond the physical boundaries, start conversations and live within cultural ecosystems. At NVE, we’re focused on helping brands build deeper and more meaningful relationships and bonds with consumers through the power of experiences.” 9. Experiential marketers need to be ready for additional COVID waves. Continue being flexible, advise our experts. “Events and sponsorships are typically planned as a part of long-term marketing strategy. With COVID, we are seeing more last-minute sponsorships and activations,” says Wright. “It requires a more reactive and flexible mindset to be able to jump at opportunities in the moment.”
2022 Forecast: What's Next in Experiential Marketing? content media
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