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Mary Kate

How you can market to people who listen to podcasts

Why you Should be Marketing to Podcast Listeners

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Here are a few Podcast stats, or what I like to call “Podstats” that shows how important this niche demographic of American Consumers really is.

 

44 % of the US population has listened to a podcast.

49% of podcast listening is done at home.

22% of listening is done in the car.

80% listen to all or most of each podcast episode and listen to an average of 7 shows per week

50% of all homes are podcast fans.

56% of podcast listeners are male

45% of monthly podcast listeners have household income over $75K

27% of US podcast listeners have a 4 year college degree

36% of podcast listeners are non-white

69% of podcasts are consumed on a mobile device

 

Research done by Edison Research Infinite has stated that podcast listeners are loyal, affluent, and educated. This description seems like the perfect candidate for someone to market your product or business to! Podcast listeners are also much more active on every social media channel and they are more likely to follow companies and brands on social media. They are also more likely to subscribe to Netflix or Amazon Prime, which means they are not exposed to TV advertising.

 

Marketers are constantly on the lookout for good listeners and readers these days, so if you’ve made it to this point of the blog, that means we have found you. Thank you for being here and for listening to what we have to say! Now go listen to some podcasts and let us know your favorites!

 

 

 

The weirdest and most creative marketing campaigns

3 of The Weirdest, yet Successful Marketing Campaigns

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It’s about to get weird.

 

All marketers have one thing in common, they all strive to have the best and the most attention-catching marketing campaigns out there. To do this it means they have to create something somewhat flashy that will go viral and get more likes and shares than other competitor’s campaigns. Some companies use humor, others create something sleek and stylish to catch the eye, but others use some pretty strange tactics that are just plain weird. So buckle up and get ready to get weird by reading about some of the strangest marketing campaigns ever, or if you don’t feel like reading, just watch an episode of Workaholics, your choice.

1.Burger King’s Whopper Sacrifice

 

In 2009 Burger King kicked off a campaign that isn’t exactly what you would call friendly. It consisted of Facebook users downloading an app that promoted them to delete ten of their Facebook friends in order to get a coupon for a free whopper. The app would then alert each of those ten friends that they had been sacrificed for a bite of fast food. Their tag line was “You like your friends but you love the Whopper.” The campaign received a lot of expected negative feedback, yet over two hundred thousand people “sacrificed” their friends for the coupon. Weird.

2.Poo Pourri

In an attempt to reach a broader market, sometimes it is necessary to really push the boundaries and by boundaries I mean poop jokes. In 2013 Poo Pourri, a product designed to make your bathroom smell nice, did something pretty bizarre. They hired a beautiful, proper and prim actress with a Queen’s English accent to tell poop jokes in 2 minute commercials that were posted to youtube. The videos were a smashing success racking up forty six million views. The products sales increased exponentially and it can now be found at your local Walmart, Bed Bath and Beyond, and if you feel too weird purchasing it in person, its on amazon too. Poo Pourri has continued to produce extremely successful campaigns, this year they tackled the social issue of Gender Equality through their #GirlsDoPoop videos and commercials.

3.Pizza Hut

Some brands do a great job focusing on coming up with ideas that are outside the box, but few tend to focus on “the box” itself the way Pizza Hut did in 2012. They posted on their Facebook page and asked the question: “Do you love the smell of a box of Pizza Hut being opened?” The post got inundated with responses, likes and shares and eventually Pizza Hut decided to give their fans what they wanted. They decided to send 100 samples of a pizza perfume they created to the first 100 people to support their post. It is hard to imagine anyone in their right mind wanting to smell like a pizza hut pizza, but it happened. 100 People smelled like a fresh slice of sort of good, but not as good as Papa Johns pizza. They have actually come up with some new scents that are worth checking out. This marketing campaign really just goes to show how important it is to listen to your fans, even when their requests seem, well… weird.

 

 

 

 

There are billions of lost dollars from lost gift cards

Gift Cards: Since 2005, An Estimated $41 Billion Worth Has Gone Unclaimed in America

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This Christmas season you may want to think twice before buying a gift card for a loved one, regardless of whether or not they’ve been naughty or nice.

 

According to the research done by Tower Group, Approximately 10% of the value of all gift cards go to waste to due to fees, expiration, and consumers who left them in drawers or just didn’t use them. This research has either inspired you to be less wasteful, or it has caused you to start frantically rifling through your drawers and bags looking for the Visa gift card Aunt Karen gave you for Christmas last year. Either way, it is a shocking amount of money, and it was actually The Wall Street Journal’s “number of the week” in their Real Time Economics blog.

This absurd amount of waste and the lessons learned from it can be applied to every American consumer, but also to every Marketer. Maybe only $2 billion would’ve gone to waste in the past 13 years if people like Aunt Karen had actually sat down and did their research about what tangible products you actually wanted for Christmas. Maybe marketers too, should take the time to understand their audience’s interests and passions too before they make the same mistake.

It is so easy to stop at the store to pick up an iTunes gift card for your friend’s birthday, but it might be better to just give them something else because they just switched their accounts from iTunes to Spotify that day. In an ever-changing economic and multi media society it is tricky to keep up with what is going to be used and what is going to be thrown away or forgotten…

Gift cards are the perfect example of what can go wrong when money is invested into something that you think might be fun for them or could be worth their time. Keep in mind that the words “might be” or “could be” are not in a successful marketer’s vocabulary when they are coming up with campaigns. When coming up with ideas for what your audience would like to see or what they would like to purchase do not default to a “gift card campaign” (something generic that can be interpreted by a mass audience.) Figure out who your audience is first, then cater to what they want to see, read, and purchase.

Miscommunication and misinterpretation are both common downfalls between marketers, but all it takes to fix that is a little extra thought. Just a little more sentimental thinking needs to be applied when buying gifts and when creating campaigns this year because we can’t afford to lose another $41 billion.

 

 

 

why is everyone in such a hurry at work?

Why is Everyone in Such a Hurry?

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It’s the busiest time of the year, and speaking of time it seems like there just isn’t enough of it. It is becoming increasingly hard for people to manage their time wisely and according to the Economist this is what they call “Time Poverty”

 

Do you ever Imagine what the increase of productivity in people would be like if there were 30 hours in a day?

 

Sure, it would be nice to have a few extra hours to get things done, but would this “Time Poverty” ever go away?

On average, people in rich countries have more leisure time than ever, which is great; but the issue is that in a growing economy time becomes more valuable. The problem with having more valuable time is that we now see our time in terms of money. The relationship between time, money and anxiety is a very close one and it started blooming during America’s post war boom years. The economic prosperity in our country sparked a conundrum of wealth; though people started earning more money to spend, they did not simultaneously earn more time to spend it in. This concept makes time feel much more precious.

With time being so crunched during the holiday season, it makes sense that people tend to become a little more impatient. According to research from Google people visit websites less often if they are more than 250 milliseconds slower than a close competitor. 250 milliseconds is less than a blink of an eye. More than a fifth of users will abandon an online video if it takes linger than 5 seconds to load.

This data makes it very clear that people, especially Americans value their time so much that they are not willing to sacrifice even milliseconds of their day.

Thomas Edison once said “Time is really the only capital that any human being has, and the only thing he can’t afford to lose.”

 

Nike logo, what makes a logo and brand so attractive

What Makes Brands like Nike and Apple so Iconic?

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Successful brands tend to have these 5 marketing strategies in common:

 

  1. Be Different.

Every brand needs what marketer’s call “noticing power.” This power has the ability to grab people’s attention and help them realize why their product stands out and rises above the competition. An example of a company with this noticing power is Vans. Their shoes were created with a waffle feature on the sole to help skateboarders with their manipulation and control while on the board. The waffle sole is their signature element that distinguishes their brand from other shoe brands.

  1. Keep it Simple

The products and brands that stick around are the ones that are meaningful and useful to people. It is important to not chase fads and to remember to keep the deign and overall experience of your product or service simple. Google, for example, is the top search engine because it is a product that is easy to use and has a simple design. This combination appeals to the heart and the head of customers, in other words the simplicity of your marketing can have a tremendous effect on their emotional and rational opinions of your product or brand.

  1. Always be Innovating

Nobody wants to be a supporter or advocate of a brand that is no longer relevant. This is a very big problem for companies that can’t seem to keep up with the constant innovation that surrounds them. It is vital for these struggling companies to focus on their signature product, the product that typically brings in the most revenue and work on innovating it’s key benefits.

  1. Have a Trustworthy Spokesperson

The beauty of advertising in the world of Social Media is that brands no longer need a “famous” person to be their spokesperson in order to establish impressive credibility. When marketing with a spokesperson, it is so beneficial to focus on a product that is adored by a small group of people. This small group of people that have a passion for your product can essentially become your marketing team, but you wont need to pay them to do work for you! Find the people that are passionate about your brand and make sure their voices are heard.

  1. Do Not Create a “No Go” Logo

A “no-go” logo is a logo that tries to catch the eye but is too busy or doesn’t have any meaningful symbolism. The more simple your logo, the more people will wonder about your company’s values and message. Remember your logo does not represent your brand, the logo is just a way for people to recognize it.

Is stress actually good for you?

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A recent study showing the impact of stress on public health raises the question: Can changing how you think about stress make you healthier?

 

This study tracked 30,000 adults in the United States for eight years. Researchers asked them “How much stress have you experienced in the last year?” and, “Do you believe that stress is harmful for your health?”

 

The researchers then used public death records to find out who among the 30,000 had passed away. People who experienced a lot of stress in the previous year had a 43 % increased risk of dying, but that was only true for the people who also believed that stress is harmful for your health. People who experienced a lot of stress but did not view stress as harmful were no more likely to die. In fact, they had the lowest risk of dying of anyone in the study, including people who had relatively little stress.

The researchers then estimated that over the eight years they were tracking deaths, 182,000 Americans died prematurely, not from stress, but from the belief that stress is bad for you. The results of the study are clear: When you change your mind about stress, you can change your body’s response to stress.

Now this is exactly what participants were told in a study conducted at Harvard University. Before they went through a social stress test, they were taught to rethink their stress response as helpful: Their pounding heart is preparing them for action. If they started to breath faster, it’s no problem, It’s getting more oxygen to their brain. And participants who learned to view the stress response as helpful for their performance were less stressed out, less anxious, and more confident. Their physical response to stress had changed dramatically all because of their basic belief that stress isn’t harmful.

Normally we would view the symptoms of stress as signs that you’re not coping well, but really these symptoms are just preparing your body for action. The results of stress are changed by your mindset. When you think of stress as a benefit it acts that way. When you help others, you build resilience to stress.

Does all of this information prove that perhaps we are indeed #tooblessedtobestressed?

Lessons we can learn from the famous Elon Musk

Elon Musk’s 5 Pieces of Advice to Young Entrepreneurs

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Tesla CEO Elon Musk is one of the most iconic and successful entrepreneurs in the world with a net worth of 21.8 billion dollars.

We are all witnesses to his wild creativity and innovation in business and we’ve had dozens of opportunities to learn from his impressive example of hard work and forward thinking.

 

His outstanding career in technology and business is considered intimidating and daunting for the young entrepreneurs of the world that want to become like him. Over the years Musk has given a few bits of advice to these young, aspiring entrepreneurs for their challenges ahead. He is a man of very few words though, so listen up and take note if you are interested in becoming successful in business:

 

#1: Do Not Take Constructive Criticism Personally

Musk made mention of this principle in a 2013 Google Hangout, “The constructive criticism others give you is invaluable. Sometimes critiques are hard to hear but its all part of the learning process”

#2: Get Your Hands Dirty

When talking about starting up and his role as a CEO he stated “You’ve got to do all sorts of jobs and tasks that you might not wish to do, that are not intrinsically interesting to you. You’ve got to be prepared to do whatever it takes, work whatever hours. No task is too menial. I think that’s the right attitude for the CEO of a startup.”

#3 Don’t Let Anybody Tell You “No”

When Musk was named to the Time 100 list of the Most Influential People in the World in 2013 he spoke about his power to create through innovation, “Whatever Skeptics have said can’t be done, I have gone out and made real”

#4 Don’t Focus on Money

Musk explained to TBS in 2008 that his reasoning behind starting Tesla was not to earn money, he instead recognized the environmental need to change the way vehicles are powered. “So this is not about wealth accumulation for me personally, its just that I think this is a very important problem and its got to get solved, and if we don’t solve it were in trouble.”

#5 Be Realistic

This year’s Global Entrepreneurship Monitor Report states that in reality half of all businesses don’t exist after their first five years. Musk’s commentary on this helps young entrepreneurs understand what they are getting themselves into when starting a company, “Firstly being an entrepreneur has been overly glorified in movies and TV shows, but for the most part, running a company is difficult. Most of us are not ready for it or are more interested in the idea of being an entrepreneur rather than actually be willing to put in the work to become one.”

These 5 tips have the power to change not only the way budding Entrepreneurs view the world of business, but the way they view themselves and their ability to change the world.

Check out this video if you want to learn more from Elon Musk about how to get started with your business.

 

Content Creation for digital marketing agencies and small businesses can be a challenge

Let Your Content Work For You

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Feeling completely satisfied with your brand’s content is a rare feeling for most content creators.

 

If you’ve worked for a small business you know that creating quality content for a campaign only to receive little to no positive feedback or engagement from your audience isn’t a great feeling.

 

I did some research on content marketing and found that

  • The majority of content marketing has limited impact with 75 percent of blog posts getting fewer than 10 social shares and zero links from other domains
  • The social sharing of content is down 50 percent since 2015
  • 70 percent of marketers lack a consistent or integrated content strategy

 

This frustrating and all too common feeling mentioned earlier must stop entering the hearts and minds of today’s most talented and promising creators. But how? First it is important to understand this feeling, try to put yourself in my shoes for a second, my feet are sort of small though so in order to make this universally relatable maybe just put yourself into this scenario instead:

You are telling a joke that you think is hilarious in front of a group of people that you recently met and really want to impress. This isn’t just any old joke, this is the kind of joke that you practiced on your friends and family and in front of the mirror multiple times the day before. During the joke you know that to enhance the listening experience of your captivated audience you need to focus carefully on taking your time with the set up, dragging out the rising action and not getting too excited and eager to reach the punchline. At the most crucial and climactic moment of the much-anticipated punchline you say the wrong thing and ruin the entire joke. Then to make matters worse you spend the next 15-30 seconds trying to explain the joke and by the time you finish explaining yourself the once captive audience you worked so hard to cultivate has already changed the topic of conversation. They’ve shifted their focus to someone more interesting, someone who is known to always execute their stories and their jokes effortlessly and flawlessly.

This has happened to me before, and yes, it was embarrassing. Luckily I wasn’t at an audition for SNL that day. Small businesses and startups aren’t so lucky on the other hand. A content marketer named Sujan Patel describes the struggles that content marketers face (read more about these struggles) and says, ““Creating the right content that can get traffic, earn the trust of readers, and make sales. Add in creating unique perspectives that haven’t been said before, and it makes creating high-quality content consistently very difficult.”

Small businesses usually hire extremely skilled content creators, like Sujan but the majority of their work tends to go unnoticed, unliked, unshared, and unappreciated because they have made one major mistake: They tried to compete with big businesses. The key for content creators working for a small business is to focus on making the most of your limited resources and trusting yourself and your content creation capabilities. Even if it seems like your content has no potential to perform well or reach the right audiences just remember that to become a big business you have to be patient but more importantly, creative. Take a look at this example of a company that turned their content that was considered a laughing stock into a successful and viral campaign.

Let your content work for you in the place and time that you are in, because your work is no joke and there is no need to rush through your punchline.