Whenever I see a company’s video (especially in #b2btech) that opens with optimistic instrumental music and off-centered talking individuals (you know what I’m talking about) or a pan of the side of a building, I catch myself excitedly thinking it’s going to be an SNL-like parody. Anyone else or just me?
A minute in and nothing’s really changed. It’s the same music now showing candid shots of people working. Classic. “Oh, they’re serious,” I disappointedly think.
Continue reading “More Puppets in B2B Videos”
Congrats to teachers and a big thank you for finishing another school year! In celebration of National Teacher Appreciation Week, I’m revisiting an old blog post that I wrote about how I find marketing and teaching to be similar in many ways.
Continue reading “Why Marketers Should Think More Like Teachers”
I’m always in awe when companies have successful out-of-the-norm branding strategies. (Currently, my favorite campaign is a music video, about roommates, with Steph Curry…from Brita, the water filter in my fridge. Like what?) When companies manage to break through the noise, you get people, like me, to praise their successes. That’s more marketing on top of the already great marketing! The argument, however, is that it’s often easier for B2C companies to be creative than B2B companies. While that may be true, I argue that whether B2B or B2C, branding success comes from the appeal to make an emotional connection in order to show impact. That said, here are 6 keys that I found that matter to B2B branding success.
1. WHY RELEVANCE MATTERS
Adobe is changing the world through digital experiences. They help businesses across industries create, deliver, and optimize content and applications. When they wanted to be seen with the marketing executives, they took over where marketing leaders get their information.
I like to draw analogies to marketing. (I also like to draw, period.) I’ve compared cooking to planning a promotion. I’ve compared a claw machine to marketing fundamentals. And lately, I’ve found that going to conference sessions is a lot like digital advertising. Allow me to explain.
1. Session advertisement (Channel)
When I arrive at a conference, how do I know what sessions to go to? Do I look through the conference hand out or website agenda? Do I refer to the conference app or an email? Or does someone verbally recommend me to attend a session? Much like our different marketing channels or mediums, there are many different ways for me to get information (website, social media, email, etc.). In this case, I refer to the conference app to pick my session.
2. Session title (Ad creative)
Session titles and descriptions are really important when shopping for a session. For example, I would much rather choose a session title like “Meetings Suck: Designing Better Creative Collaboration” than “Demystifying Ad Fraud with Emerging Marketing Technologies and Insight Versatility [insert more industry jargon].” I think of session titles like ad creatives. In a sea of ads, which one catches my attention? Which session title would I attend over others? Like a good session title, successful ad creatives can get someone to pause for consideration. In this case, I decide to attend “Supercharge your Storytelling Strategies #FTW.”
Continue reading “7 Ways Going to Conferences Reminds Me of Digital Marketing”
I finally ordered a hardcover version of Siris the Rhino via Blurb.com, and it came in today! I’m working on a strategy to better share the story of Siris. Right now, Blurb.com is offering the hardcover at an incredibly high rate of $39.49 with no net profit. I’m looking into different publishing options and improving my digital marketing skills. Some pretty exciting work ahead.
Continue reading “Marketing Strategy with Siris the Rhino”
To celebrate International Literacy Day today, I want to give away free Siris the Rhino Stickers! Siris the Rhino is a friendly rhino who has a hard time seeing with his bad vision until he meets a friend who introduces him to glasses.
It’s also back to school season where students are getting their vision checked! Know any kids who can relate to Siris? Share some stickers with them! Just email me a mailing address, and I’ll send some stickers your way! :)