Viewing entries tagged
marketing

5 Tips for Effective Email Marketing Campaigns

Comment

5 Tips for Effective Email Marketing Campaigns

Email marketing campaigns are a great way for brands to reach out to their target customer. They are a fast and cost-effective way of delivering content. With more brands turning to this method it is important to approach email marketing the right way otherwise your emails risk the chance of being blocked, deleted, or unsubscribed from.

The following tips help improve email marketing campaigns.

1. Target

Don’t spam! Segment your audience according to characteristics. This allows you to tailor the content of your email to certain customers. Instead of sending everything to everyone, your campaign lands in the inboxes of the customers who want to see it.

2. Strong Subject Lines

The subject line is the hook, it needs to entice the reader to click. Subjects need to be short to help leverage curiosity. Be sure to connect the subject line to the overall content of the email. Set up an expectation for the viewer and fulfill it.

3. Call to Action

Craft a call to action in each email. Display the offer and the end date clearly to promote a sense of urgency. The body of your email should draw your customer in and lead to your brand website.

4. Responsive Design

It is important for email marketing campaigns to look good on both web browsers and mobile device platforms. Responsive designs create a better experience for the viewer and optimize the effectiveness of your campaign.

5. Analytics

Focus on the conversions. Take advantage of email marketing tools offered through Hubspot, Mailchimp or Constant Contact to help track click to open rates. These platforms help your brand get the most out of your campaign as they track sales generated.

Email marketing campaigns can be a useful way to communicate and build relationships with customers, gather important analytics and increase ROI. These tips can help transform how your email marketing campaigns land with potential customers.

Comment

Marketing to the African American Millennial Man

1 Comment

Marketing to the African American Millennial Man

We have learned a lot about the Millennial Generation on The Fresh with our recent series on Millennial women but we thought it would be beneficial to dive even further into sub-sections within the Millennial Generation.


As we have explored before in our blog Change It Up, the Millennial Generation is incredibly diverse. They have become one of the most ethnically diverse generations in the United States. Specifically, the African American population has grown 64 percent faster than the rest of the country since 2010. They are the third largest ethnic group of the Millennial Generation, occupying 13 percent of the population.

As a brand it is important to incorporate this information when marketing and to not homogenize Millennials. When targeting African American Millennial men there are a few things to keep in mind:

Inclusivity

38 percent of African Americans feel underrepresented in media and twenty five percent feel that many advertisements targeted towards them are offensive. Research has shown that African American consumers tend to respond more favorably to ads that feature an African American cast compared to ads featuring a non-African American cast. This means that when you're marketing, manipulate campaigns to reflect diversity and avoid falling into stereotypes.

Social Media

African American Millennial men are avid social media users. They are reported as being the most intense users of the internet based on time and frequency. More than any other Millennial of ethnic background, African American men use social media to research and purchase the best product for the best price. When targeting African American men consider emphasizing online campaigns.

Mobile

Interestingly, African American men are 78.4 percent more likely to own an Android over an iOS device. Overall, smartphone and tablet use is very high at 90.9 percent. This sub-section of the Millennial Generation is highly invested in their phones. Interactive and easy to navigate mobile websites are a must.

After engaging with a product, African American Millennial men have significant brand loyalty. By including some of these tips and reminders, your brand can connect more closely with this important sub-section of the Millennial Generation and possibly have a lifetime consumer

1 Comment

What We Can Learn From Millennial Behaviors in the Alcohol Market

Comment

What We Can Learn From Millennial Behaviors in the Alcohol Market

Millennials have changed the drinking culture. Alcohol brands have four generations to consider; the Greatest Generation (68+), the Baby Boomers (49-67), Generation X (37-48), and the youngest, the Millennials. In this article we look at alcohol preferences of Millennials to outline behavioral patterns of this group that can be applied across industries.  


Social Is Important:
Drinking alcohol is much more of a social activity than with any other generation. Millennials associate drinking with outdoor activities and holiday occasions while older generations think of drinking as something to do alone. And why wouldn’t they? Being social is a fundamental behavioral trait for people age. It’s also mirrors the digital experience Millennials have today. 

Authentic Identity and Storytelling Are Critical:
Millennials look for more authentic and flavorful experiences with their alcohol. They prefer to support brands they feel could make a difference in their own lives. What they choose to drink, is an extension of their identities. “Traditional American” beers, like Budweiser, are seen as bland so they choose craft beers, like San Francisco’s own Anchor Steam. Craft beer brands have found success by creating niche stories and designs that connect authentically. This type of experience has become the standard of trustworthy marketing to Millennial audiences. Simply put, Millennials are receptive to this flavor of content campaigning. 

Event Marketing and Blogs Rule:
When it comes to alcohol, Millennials respond best to in-person events and online blogs. Traditional marketing can be seen as untrustworthy and unnecessary. They take pride in finding a brand they love and discovering it on their own.

Brands from all industries can learn a lot from these preferences when it comes to connecting with Millennials. Baseline opportunities: 

  • Provide opportunities for the consumer to engage with and get-to-know the personality and values of your brand.
  • Align with the storytelling, authentic and adventurous spirit of millennials (How does your brand act as an extension of their respective identities?)
  • Create unique environments for to connect with your brand on a human level, whether it’s in person or online. 

If you’d like more information about how to better connect with Millennials, contact us.  We’d love to discuss how we can help you with your goals. 

Comment

Fresh Perspectives: Tarah Feinberg, CMO & NY Managing Director, KITE

2 Comments

Fresh Perspectives: Tarah Feinberg, CMO & NY Managing Director, KITE

Welcome to the FRESH Perspectives series. FRESH Perspectives is designed to give top insights from VIPs, industry influencers, marketing leadership, and all around amazing people. 

This week, we're profiling Tarah Feinberg, or as we call him, one of the most amazing people in New York. We're not just making that up. Tarah's spent 15+ years in entertainment and marketing as a translator, creator and ambassador for emerging technologies. He's launched new divisions and practice areas, like the Digital Studio at NBC Universal and iCrossing's social media and real-time content marketing group. Currently, as CMO and NY Managing Director of KITE, he leads communications and customer development as well as KITE’s NY operations. 


FRESH PERSPECTIVES: TARAH FEINBERG, CMO & NY MANAGING DIRECTOR, KITE

FRESH: What are the two biggest issues marketers are facing today?

TF: Growth and disruption. Fortune 1000 isn't seeing the double-digit growth that they got used to before the Lehman Brothers crash, but their shareholders expect greater performance and increased profits more than ever. That requires marketers to find new ways to differentiate and to capture the attention and affinity of consumers at every point along the purchase journey. Innovation is vital to long-term marketing success as well as customer and consumer relevance. Large enterprises tend to move quite slowly, so it's essential that they look outside of their own walls to invigorate the growth they need. 

Disruptive innovation relates to the companies that might steal large market share and/or drastically change industries. Enterprises have historically been pretty bad at predicting or recognizing these threats (which could be great opportunities) before it's too late. 

One of my favorite tweets when Google bought Nest came from Aaron Levie, CEO of Box: "The future will confuse lots of companies: one day you make home appliances, the next day you're competing against a search engine."

Just think: Uber never would have come out of a taxi or transportation company; Airbnb would never have come out of Hilton or Marriott. Leading corporations are starting to recognize that disruptive innovation rarely starts (or flourishes) within, so they are looking to startups for growth, competitive advantage and to strengthen all aspects of their business, from the most intractable problems to existing initiatives. 

FRESH: What did you learn from your big brand experience (HBO, NBC, iCrossing)

TF: I believe that a lot of success comes down to timing and the willingness to do things that have never been done before. I feel incredibly fortunate that my career has afforded me the opportunity to work at a range of progressive companies within which I was able to launch new divisions and capabilities. This gave me a lot of insight into the nature of entrepreneurialism within enterprises, which has led me to where I am today. 

At HBO, I learned storytelling from the masters and worked with a marketing team that rarely used the same playbook twice. At NBC Universal, I helped to launch the Digital Studio, exploring and defining how to tell stories and create interactive entertainment experiences across the many screens and devices that were just starting to emerge. Then, I saw a huge opportunity to help brands connect to more fragmented audiences through content and social, so I dove into the world of digital marketing, producing competition reality shows for Neutrogena, documentaries for pharmaceutical companies, casual games for CPG brands, launched many brands' social media channels, and more. 

Over time, my big brand clients began to express increasing demand for "innovation", which usually meant that they knew they needed something new, but weren't quite sure what that was. This required us to approach marketing with approaches that don't necessarily fit into traditional media or creative briefs -- an area where startups were becoming increasingly important. I found myself often playing the role of "innovation strategic planner" or creative technologist, an emerging tech ambassador tasked with seeking novel solutions to marketing challenges. This led to some really interesting campaigns and partnerships, but there were tons of silos within our organizations, it was really tough to stay on top of trends and constant developments in this dynamic ecosystem alongside the other 10 day jobs we had, and it was taking too long to get partnerships done. That was the impetus for building KITE -- if we were recruiters, we'd be using LinkedIn. If we were realtors, we'd be using Zillow. We needed software to make innovation partnerships scalable.

FRESH: Tell us a little about what you're working on these days.

TF: I'm helping marketers and corporations to solve their business problems with emerging technology partnerships. At KITE, we're building a software platform that makes it much easier for big companies to  discover, evaluate, socialize and partner with tech companies with a lot more speed, precision and scale. It's not easy to change existing business processes and incumbent models. Our software is engineered to accelerate enterprise innovation efforts, from discovery and evaluation to selection and management, implementing concrete partnerships that solve an organization's most important business challenges.

FRESH: What's your proudest accomplishment at KITE?

TF: It has been amazing to facilitate some of the most brilliant alliances between enterprises and startups through our platform over the last few years. Companies that probably would have never found each other, or would not have considered working together in that context, have secured partnerships because KITE removes adverse selection and helps drive the decision-making process. Large corporations that were somewhat paralyzed by a lack of process and unified internal communication around emerging tech are now addressing business priorities all across their businesses. Startups that were having trouble finding the right decision-maker layers deep within a potential customer are now locking in deals that give them the market fit validation, case studies and revenue they need to grow and succeed. It has also been extremely fulfilling to see our solution apply across a range of industries and verticals, including our first non-profit/NGO, as we just helped USA for UNHCR to secure a startup partner for its efforts to address the refugee issue in this country. 


FRESH: Where do you think Marketing is headed?

TF: Innovation is at the top of the CMO agenda. Because the CMO is responsible for growth, digital business models for marketing and business transformation have entered the enterprise through marketing. The marketing function has developed some of the most sophisticated models and processes for testing, learning and evolving investment in emerging media, platforms and technologies. Leading marketers in Auto, CPG, Finance, Health and Telecommunications are adopting a “golden ratio” for embracing, investing, resourcing, measuring and committing to innovative models and platforms: 

  • 70%: traditional & existing
  • 20%: digital and mobile
  • 10%: new and experimental

The "new" is the opportunity for true differentiation. A lot of these efforts begin in the incremental space, solving immediate business problems; more and more, though, enterprises are beginning to explore more transformative and disruptive innovation, which is where much larger growth potential lies. The explosive growth and diversity of startups solving immediate business problems and disrupting incumbent models—backed by over $50B/year in venture funding— challenges every business to lean into this ecosystem with their most trusted partners.

FRESH: How has Minty Fresh played a role? 

TF: Desmond has been one of my most trusted colleagues and partners since the beginning of our careers, producing a wide range of content together over the years. In Minty Fresh, he has created a highly valuable marketing company that has helped KITE to capture, promote and communicate our clients' and our own accomplishments. I have seen Minty Fresh develop unique, winning marketing strategies for a range of brands and see them as an essential extension of KITE's marketing department as we grow, bringing core expertise, a flexible model and unwavering creativity to our business. In short, they make us look really, really good. 

FRESH: What's next on your agenda?

TF: In a study KITE conducted at the beginning of the year, we found that about 77% of Fortune 100 companies already work with startups in some capacity.  We've learned a ton from our early customers, which has helped us to continuously improve our software. Now it's time for me to step up our marketing and business development efforts to capture more of that 77%, not to mention the many more companies beyond the top 100 that are hungry for tech partnerships. There's a huge addressable market out there for us, so it's time for me to make sure that everyone knows that any serious marketer should be using KITE to power his/her innovation efforts. 

To connect with Tarah or KITE, please him find him here on LinkedIn

2 Comments

Marketing and Millennials

Comment

Marketing and Millennials

Millennials are the new face of America. So when it comes to connecting your brand to this generation the following is true: Pay attention or be left behind. We've chosen this FRESH topic to shed some light on this important group, and to help you get a flavor of what's happening and why it matters to you. 

Millennials are classified as those born after 1980--the first generation to come of age in the 2000s. Let's get some facts straight. Here are 10 facts from the White House on Millennials:

  1. Largest and most diverse generation
  2. Shaped by being birthed into technology
  3. Value family, community and creativity in their work
  4. Invest in human capital more than previous generations
  5. Reliant on loans for education
  6. Study more, work less while in college
  7. Employment negatively effected by recession 
  8. Women are better educated
  9. Getting married later than other generations
  10. Less likely to be homeowners than previous generations

THE MILLENNIAL ECOSYSTEM 

Millennials aren't just customers. They're the new generation of marketers, too. This double impact has a global impact and is sending marketing strategies on an entirely new trajectory. Big brands are not only taking notice, they're also taking action.

For example Visa is tirelessly exploring its relationship with millennial audiences by engaging startups who can help them tap into this audience. Through a relationship with our partner, KITE, Visa offered a $50,000 bounty to the perfect startup who could help influence and improve their relationship with millennials. 

As professional marketers, Millennials are using the tools they themselves use in daily life to connect with customers, resulting in the explosion of storytelling content, video, imagery, user generated content with an immense emphasis on social media. Born into video and social, they're defining the status quo for marketing. 

As consumers, Millennials are engaging in more two-way conversations with brands than ever before. They expect to be heard, and to participate in the shaping and direction of brands and the world itself. Instead of being marketed to, they expect engagement, to see themselves in products, and to have discussions around brands. This is social. 

WHAT WE'VE LEARNED

Our work with Sephora has provided us with hands-on insights around many particulars related to this audience. Sephora continues to do an excellent job of engaging audiences through common social channels like Facebook, Twitter and Instagram. But more importantly, Sephora has done a beautiful job of creating customized content that helps Millennials feel heard and has created two-way conversations through experiences like Beauty Insider and Beauty Board

Marketing with and to Millennials isn't just a casual stroll through the park. Technology is evolving and new innovations are changing the way we market, sell, connect, and communicate daily. For brands, what's true is that we all need to stay connected to what new trends are and to have our finger on the pulse of every morning. If you're trying to do anything with your brand, consideration of this generation must be a key element to your strategy. 

We'd love to share our insights with you. Keep things FRESH

Comment