Direct to Consumer Marketing Approaches
It’s not easy to ignore the increasing popularity of direct-to-consumer (D2C) businesses, which started shortly before the pandemic. Instead of companies trying to find intermediaries to sell products to consumers, plenty of businesses decided to cut out the middleman and simply establish their own relationships with the customers. Having the entire buying journey under control by a single business means it’s a lot easier for companies to achieve their own retention and conversion goals. Additionally, this type of business approach also provides plenty of customer insights and cuts costs while allowing businesses to adjust their marketing and sales efforts as they go. Not only that, but companies that control the entire buying journey end up guiding the customers through the…
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Tips on Creating Impactful Promotional Campaigns
PR and marketing campaigns should encompass a significant portion of a company’s overall business plans. These campaigns are designed to identify target audiences and how companies can reach them . In order to create impactful promotional campaigns, there are certain questions that companies have to answer about their business vision, goals, strengths and weaknesses. How will the promotional plan support the company’s business goals? Before developing a promotional plan, the company should know what it’s trying to accomplish overall. The promotional strategy should tie into the company’s business goals and objectives. Based on what the business is trying to achieve, it should develop a promotional plan that outlines its goals and gives details on how it will achieve those goals.…
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Communications Tips for Charitable Organizations
For charitable organizations that frequently have to rely on generous donations from their supporters, having effective PR and marketing strategies is crucial. Both of these strategies can work together to help charitable organizations build awareness around their cause and encourage people to donate more. However, most of the time, charities don’t have the same big communications budgets that other brands and corporations have, let alone all the other resources and connections that companies frequently have. Fortunately by applying some effective communications tips, charitable organizations can get the word out there without spending too much money. Case Studies Instead of spelling out why people should support a charitable organization, charities can use case studies to demonstrate to the public how they…
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The New Campaign for American Express
As an expert business partner and an accomplished marketer, American Express has announced that it is setting in motion its new campaign, ‘Let’s Go Shop Small’. It is investing over $100 million to inspire customers to support small businesses to help them recover from the loss of income during the pandemic. By using its platform, mex is able to capitalize on consumer sentiment emphasizing the value they place on local businesses and their desire to help. It is also remarkable how American Express used social media platforms to work with small businesses in order to get the word out to local communities. It used social media channels to give small business owners the tools to promote their goods and services,…
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Spending Media Budgets to Defund Disinformation
According to Dictionary.com, disinformation can be defined as ‘deliberately misleading or biased information.’ Now more than ever, businesses face challenges in keeping up with the ever-shifting landscape of harmful content online. Many businesses have been public about their worries regarding disinformation and how it affects our society. They are looking for solutions and many brands have introduced publishing and advertising policies to restrict what ads can run on their networks. The pandemic has somehow been conducive to disbelief in COVID-19 cures and climate change deniers. Advertising funds narratives that shape lives. Hence, advertisers should deliberately choose to invest in quality media and actively ensure that they defund media that promote vicious narratives. The debate around masks is an example of…
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Learning from Apple’s Marketing Efforts
Apple’s unveiling events have been memorable for over a decade– ever since the first iPhone was announced during a keynote address by Steve Jobs. Since then, practically every year Apple has announced a new, updated version of its flagship smartphone through announcement and launch events that have been eagerly awaited by millions of people. The latest announcement and subsequent launch have been just as talked about, with rumors flying everywhere regarding the latest iPhone updates and new features that users should be expecting. Apple has been one of the corporations that have managed to completely change the marketing game in its niche and have done so several times over the years. Not just with the flagship smartphone either – the…
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Effective Promotional Strategy for TV
Adult Swim, the home of the popular cartoon Rick and Morty, recently shared a short promotional video for the cartoon, featuring Christopher Lloyd playing one of the main characters, Rick Sanchez. The promotional video made fans of the show incredibly happy because the inspiration for the show itself, according to the creator, was the film Back To the Future. In that film, a scientist and a young man travel through time and space, and the scientist is played by Christopher Lloyd. In the promotional footage for Rick and Morty, Lloyd is playing a scientist that was inspired by his old role. He’s seen Stepping out of a portal and into his garage alongside his young nephew, Morty, played by Jaeden…
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Marketing to the Visually Impaired: Do’s and Don’ts
With 20.6 million people in the US alone experiencing vision loss, brands and marketing agencies cannot afford to ignore this demographic in consumer advertising. While many company websites are accessible to the vision impaired, most marketing and branding efforts are not. A number of tech advancements throughout the years have helped millions of visually impaired people around the country navigate the internet, but those people still face plenty of challenges. Fortunately, there are some relatively easy ways that brands and corporations can accommodate this big and important demographic in a time when most marketing efforts largely rely on visual content. How Can Brands Be Aware and Inclusive 8% of men and 1 in 200 women are thought to be color…
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Introducing New Mutually Beneficial Features
Recently, as part of the ongoing partnership with Shopify, the social media platform TikTok announced that it would be introducing a brand new in-app shopping experience for its users. According to the announcement, a select number of merchants from the US, UK, as well as Canada, would have access to a brand new shopping tab, as well as product links, to sell products from their Shopify storefronts. This new feature seems to be similar to Instagram’s in-app shopping feature. The shopping tab will be a dedicated section on a user’s profile, that has a scrollable list of products others can click through, and then be taken directly to the merchant’s storefront on Shopify. The product linking feature also offers a…
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Effective Tips for Fashion PR
The PR landscape is definitely changing. Brand control is gradually moving from the manufacturer to the individual and digital connectivity is reshaping how businesses reach their audiences. The fashion industry fosters a huge amount of competition. Larger brands have the overwhelming advantage of access to resources and newer brands often have the benefits of fresh perspectives and greater flexibility. To produce significant and measurable results in the fashion industry it would be helpful to follow certain steps as enumerated below. Perceiving the Landscape A PR practitioner must not only think in terms of press coverage, but also in terms of building a following for a brand. With advancements in digital technology, fashion trends are changing fast. To stand out brands…
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