Sunday Musings w/ Shore Branding – 3-30-14

A mobile #SundayMusings w/ Shore Branding! (Photo credit: ZDNet.com)

A mobile #SundayMusings w/ Shore Branding!
(Photo credit: ZDNet.com)

Happy Sunday and Happy Spring … at least according to the calendar.  This week’s #SundayMusings will focus on mobile and mobile marketing, so here are the top stories that caught my attention over the past two weeks under this umbrella.  Enjoy!

#1 – Foursquare CEO: How We’ll Tell You Where To Eat And What To Order – via ReadWrite.com 

Premise: Aside from telling our friends and family where you are via mobile check-ins, we are providing a dearth of data and information that foursquare is leveraging to help create recommendations for you in the future based on your interests and behaviors.  The author sat down with foursquare co-founder Dennis Crowley to talk about what the future is or might be for his company.

The interview itself talks about the past and present numbers for foursquare and where it is seeing growth around the globe, including how to monetize the platform based on the success it has seen in the US.  It then pivots towards “anticipatory computing”, i.e. where your mobile device knows your location and is able to make recommendations for you.

Thoughts: If this is your first, or one of your first visits to the site, I’ll just preface my thoughts with the following: I’m a big fan of foursquare and the personalization I can get from the network.  I thought the interview was fantastic and at the end was an “aha” moment.  When Crowley says that if three people go to Google Maps and search for dinner, the same places will come up.  However, if those three people search foursquare, they are going to get recommendations based to their interests.  That’s the point and that’s the Holy Grail right there – you get what you want.

(If you are considering using the foursquare platform for your business, take a look at the “Tips” article we put together several months back.)

#2 – “7 Unbelievable Mobile Marketing Success Stories” – via LouderOnline.com.au    

Premise: Is your company considering a mobile campaign?  This write-up provides you with seven brands/companies that have successfully implemented a mobile marketing campaign, including; Ikea, Chipotle, Starbucks, and more.

Thoughts: I wish I knew about the Ikea app before we started home improvements two weeks ago!  Creating a virtual 3D image of how an item would look in your home sounds like an amazing feature.  Chipotle used a mobile game (Chipotle Scarecrow) to draw in millions and build awareness of their “Food with Integrity” initiative.

Another brand and unique way of driving engagement with customers is creating exclusivity in a mobile app, like Target has done with their “Cartwheel app”, providing users with unique deals.  Starbucks is mentioned in just about every success story article published.  (Therefore, it is time to put the “Brand in Focus” in the coming weeks.)

Which one of these mobile marketing campaigns catches your attention the most?

#3 – “How Mobile Marketing Can Benefit Your Business” via BrettRelander.com  

Premise: Are you taking advantage of mobile marketing for your brand or business?  The author puts together several ways in which you can use mobile to build your business – SMS, GPS-based, Search, and/or Apps.  These efforts provide you with greater access to who your customers are and helps build stronger loyalty to your brand.

Thoughts: I wanted to use this write-up in today’s #SundayMusings because it is a simple reminder that mobile marketing comes in more than one shape or size.  There are a number of different avenues you can take.  You should be picking the one(s) that you are most comfortable with and committing to them.

#4 – “A Step-By-Step Guide to Setting Up a Mobile Marketing Campaign” via ConvinceandConvert.com 

Premise: It is critical to put together a plan for your mobile marketing campaign and Convince and Convert has laid out the boundaries for you with this write-up.  From defining your objectives, through data/reporting, and follow-up, the article takes you through a checklist of items to consider when planning your mobile campaign.

Thoughts: Building off of #3 above, this article would be a nice ‘next step’ for you to consider when thinking about your mobile campaign.  Define your goals first.  Once executed, be willing and open to tweaking the plans based on learnings and findings while the campaign is being executed.  At the very end of the write-up you’ll find a well-placed campaign from Naked Juice on foursquare as an example.

#5 – “McDonald’s bets on rich media to build Facebook following” via MobileMarketer.com  

Premise: In an effort to increase their presence on Facebook, McDonald’s is turning to mobile advertising on the platform.  Given the changes on Facebook’s newsfeed, the organic reach of posts are typically declining for brands and businesses and efforts similar to this can be used to subsidize those losses.  The McDonald’s campaign has users select their favorite image and takes them to the McDonald’s Facebook page.

This isn’t the first time McDonald’s has leveraged social media for its promotions, having used Instagram, Facebook, and Twitter in the past.  The goal continues to be to drive engagement with its fans and customers.

Thoughts: Few brands out there have the resources that McDonald’s does, but I find it interesting to see them quickly making adjustments based on the changes Facebook continues to implement on its platform.  McDonald’s is bringing in more and more mobile marketing strategies in order to stay connected with their audience.

#6 – “Google unveils Android Wear, its modified OS for wearables” via cNet.com  

Premise: About two weeks ago Google announced that they will be pushing out their Android Wear line, starting with smartwatches.  The wearables will have a new OS that will leverage Google Now voice recognition (similar to Google Glass).  Google will be partnering with HTC, LG, Samsung, Asus, and Motorola to roll out their smartwatches.

Thoughts: Let’s pivot away from mobile marketing for a second.  Are you using a smartwatch yet?  I have seen very few people with them, but as the author of this article points out, with Google jumping into the market, it does provide a little more stability to the market … at least for me anyway.

Maybe the YouTube clip will help start to pique your interest:

#7 – “Mobile Media Summit LA Puts “Cars and Stars” Center Stage” via alistdaily.com  

Premise: The largest mobile advertising conference in North America and Europe hits Beverly Hills, California this coming week.  With the continued shift in focus towards mobile, advertisers have followed suit.  The write-up provides a list of presenters and a registration code for saving a few dollars for those interested.

Thoughts: Given that this is coming up this week, I wanted to put this out there for those that might be interested.  Even if you can’t attend in person, if the prior articles have sparked an interest, you can follow Mobile Media Summit on Twitter to catch the latest news from the event.

Tweet of the Week:

 

Not to be outdone by McDonald’s, here is news on Wendy’s mobile platform from engadget.  However, if you take a look at their story, you’ll quickly learn that Wendy’s has left out discount and promotional efforts from their app, unlike Burger King.

Are you using your mobile phone for payments in store?  If so, how is the experience?  What do you see as the greatest benefit to doing so?

That’s it for this week’s #SundayMusings!  Have a great week ahead!

Sunday Musings w/ Shore Branding – 2-9-14

Branding and Digital Marketing

Branding and Digital Marketing

This week’s #SundayMusings w/ Shore Branding refocuses on branding and digital marketing and moves us away from news on the Super Bowl and its advertising.

#1 – Only Twitter TV Can Save Twitter – via Mashable.com 

Premise: Twitter held its first earnings report since going public last year and things are off to a rocky start.  The company reported a profit, despite posting a one-time, half-billion dollar loss for going public.  A major concern is the slow growth in total users, while CEO Dick Costolo also suggests that while Twitter has high awareness, engagement is not where it needs to be.

The author’s suggestion to help Twitter grow is to launch “Twitter TV”.  The idea is to have a steady flow of tweets across a number of popular categories (sports, celebrities, technology, etc.) and have related tweets under each channel on the Twitter home page vs. the basic sign-in screen, where only users see anything at all, and that is among the people that they follow.

Thoughts: This article quickly caught my attention, as I was under the impression the author was suggesting that Twitter should release its own TV platform, similar either to what Intel and others have tried to do, or similar to Apple TV and Chromecast.  I’m glad that isn’t the actual suggestion here and the author’s comments do make sense.  At the very least, this gives non-users the ability to see what Twitter is all about and the ability to look at news/tweets on the topics they are specifically interested in.

#2 – “Esurance Hands Out That $1.5 Million, Releases Mind-Boggling Stats From Twitter Stunt” – via AdWeek.com    

Premise: A fantastic use of digital marketing from Esurance, who purchased the first ad slot after the Super Bowl for $1.5 million less than what it cost to advertise during the game itself.  Esurance’s campaign was to give that $1.5 million to someone that used the “#EsuranceSave30” hashtag on Twitter.  What ensued is an impressive outpouring of reach and impressions across social media and a spike in traffic to the Esurance web site itself.

Thoughts: What a way to leverage Twitter and the power of a hashtags to run a wildly successful digital / social media campaign by the company.  4.5 million people used the hashtag in the first 24 hours, and all of this created over 2.5 billion impressions on Twitter alone!  Kudos and congratulations to Esurance for coming up with an engaging campaign on the biggest night in TV history.

#3 – “CVS Brilliantly Encouraged People To Share Its Tobacco Story” via Forbes.com

Premise: Earlier this week, CVS announced that it would no longer sell tobacco products in its store by 10/1/14.  Beyond simply making the announcement itself, it encouraged others to share the story on social media and put together several steps to turn this announcement into a feel-good campaign / promotion for itself.  The pharmacy company built its own landing page (CVSQuits.com) that includes a plethora of information, including facts and figures, pictures, etc.

Thoughts: A second example this week of brand/company taking a little bit of time to think about a better way of getting their message out to the masses and allowing the power of social media to allow others to take care of most of the work.

#4 – “Foursquare Gets $15M And Licensing Deal From Microsoft To Power Location Context For Windows And Mobile” via TechCrunch.com  

Premise: Foursquare received additional funding from Microsoft, strengthening the relationship between the two companies, and giving more location-based data to Bing and Windows products.  Microsoft will be able to leverage Foursquare’s geo-based targeting system on its platforms and will provide users with notifications and stronger integration into Microsoft products and devices.

Thoughts: Foursquare continues to move further and further away from “mayors” and “badges” and deeper into ‘big data’ and the future of location-based services.  Pretty soon, your mobile device is going to be directing you where you want to go for dinner based on your prior input and preferences and where you are located.  That probably scares some people, but I think it is pretty awesome!

#5 – “Is Seattle’s Russell Wilson the Perfect Brand Ambassador? We’re About to Find Out” via BrandChannel.com  

Premise: The starting quarterback for the Seattle Seahawks, Russell Wilson, stands to heavily benefit from last weekend’s Super Bowl result.  Wilson is a young QB and seems to have many of the attributes brands are looking for in a celebrity endorser.  Wilson already has deals with Nike, Levi’s, Alaska Air, and American Family Insurance … but expect this list to continue to grow as more brands find out more information about the type of person Wilson is and what he does on and, more importantly, off the field.

Thoughts: You didn’t really think we would miss one more opportunity to talk about the Seahawks victory in last weekend’s Super Bowl did you?  What a great victory!

Back to the article though, I wholeheartedly agree with the premise and will not be surprised when Wilson’s name and face are all over the TV in the coming weeks and months.  In just two seasons in Seattle, he has taken over the city and would almost definitely win in a landslide if he ran for office in the city or state.

Tweet of the Week:

We’re cheating here due to last week’s sports-geared write-up.  This tweet from Laura Ries is a great resource for all things branding-related and how/why your brand should “focus” in a particular area in order to win.  The link will take you to a PDF that offers up Ries’ prior writings and various consulting options that they are offering for brands.  I’ve read several of their writings and others are in the queue – this is certainly worth looking into for those interested in branding.

That’s it for this week’s #SundayMusings!  What caught your attention this week?

New Poll – Where will you be advertising in 2014?

What advertising platform will you be leveraging in 2014? (Photo credit: BusinessNewsDaily.com)

What advertising platform will you be leveraging in 2014?
(Photo credit: BusinessNewsDaily.com)

Over the course of 2013, we covered off on several different trends in the advertising space, including the shift to advertising on various social networks (throughout many of our weekly Sunday Musings) and mobile advertising (most specifically with startup Nearwoo).

With that in mind, our opening poll question for 2014 is relatively simple: which advertising platforms will your brand/business be leveraging in 2014 to increase awareness and/or build stronger loyalty?  The options include:

  1. Mobile
  2. Paid Search
  3. Facebook
  4. Instagram
  5. Twitter
  6. LinkedIn
  7. Foursquare
  8. Other Social Media Networks

After voting, if you would like to endorse a particular avenue, please feel free to do so in the Comments section below.  If you have already leveraged any of these streams, let us know what level of success you may have encountered.

Thanks for taking the time to vote and Happy New Year!

Sunday Musings w/ Shore Branding – 12-29-13

Sunday Musings w/ Shore Branding - Happy Holidays! (Photo credit: RealClubResorts.com)

Sunday Musings w/ Shore Branding – Happy Holidays!
(Photo credit: RealClubResorts.com)

Happy holidays everyone!  Welcome to a festive Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing from the past week!  This week’s stories have a Christmas theme to them.

#1 – Why Pepsi Should Get Mean At Christmas And Brand The Grinch – via PrintSome.com 

Premise: Coca-Cola has put a stranglehold around Christmas marketing and the use of Santa Claus and this write-up suggests that Pepsi leverage the Grinch in an effort to create their own branding benefits around the holiday.  Pepsi should take the “bad boy role” and run with it during the holidays.

Thoughts: This is not a bad idea at all for Pepsi to consider.  As the author points out, society tends to love the bad boy role these days.  With the right amount of resources behind it, a tie-in with the Grinch should certainly build some buzz around the holidays and the branding could be a hit.  Who doesn’t love this guy …? [Read more...]

Sunday Musings w/ Shore Branding – 12-22-13

Branding and Digital Marketing

Branding and Digital Marketing

Welcome to this week’s Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing from the past week!  Again, we have largely been able to focus on one particular subject this week.  As we come to the end of 2013, it is natural to look ahead to 2014 and this week provided a lot of content for predictions and tips going into next year.

Throughout the links below you will also find several write-ups that we put together here on that particular subject over the course of the past nine months.  Take a look if you missed any of it! [Read more...]

Sunday Musings w/ Shore Branding – 12-15-13

Branding and Digital Marketing

Branding and Digital Marketing

Welcome to Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing from the past week!  This week has a strong focus on advertising across various social media platforms, a new example of “brandscaping”, and a SlideShare on the top company pages on LinkedIn. [Read more...]

Sunday Musings w/ Shore Branding – 11-17-13

Branding and Digital Marketing

Branding and Digital Marketing

Welcome to another edition of Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing from the past week!  Be on the lookout for an announcement later this week for a project that I am really excited for!  (Teaser alert!)

#1 – 5 Reasons Why You Need to Be Mobile Ready for 2014 – via DannyBrown.me 

Premise: Danny Brown provides five (more) reasons that your business needs to have a mobile game plan based on the results of a study conducted by Nielsen and Google.  Consumers are doing more research/search on mobile – looking up information on products, for deals, etc.  While results are mixed thus far, the benefits of geo-location apps can be seen when your business is found on the likes of Foursquare and Facebook Places.  Finally, consumers are beginning to use mobile devices for purchasing / at the point of purchase and that trend is more than likely going to continue upward.

Thoughts: Over the past few months we have spent a good amount of time and effort on the importance of mobile – including our Foursquare tips and introduction to the mobile advertising company Nearwoo.  The shift towards mobile devices will continue and I hope your brand/company is ready for it.

Are you making adjustments to your mobile game plan?  Have you had early success or failure? [Read more...]

Sunday Musings w/ Shore Branding – 10-20-13

Branding and Digital Marketing

Branding and Digital Marketing

Welcome back to Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing from the past week.  We are going to continue with the ‘Tweet of the Week’ that started last weekend.  We’re simply looking for a tweet from a brand or company worth a little extra discussion.

#1 – Big news: today we’re opening up Foursquare Ads to all small businesses around the world – via blog.foursquare.com 

Premise: On Monday, foursquare rolled out ‘Foursquare Ads’, their own ad platform that will help small businesses connect with local (potential) customers.  With over 1.5 million businesses on the site, foursquare is now allowing businesses to set up advertising campaigns and easily track its performance – knowing who saw the ad, who checked-in at your business, etc.

Thoughts: There is nothing like writing a new tips article earlier this week and putting the “forthcoming” ad platform as a ‘keep your eye out for this’ recommendation … only to have them deploy it the day you are about to publish.  C’est la vie I guess.  Foursquare is looking for revenue builders and this is a potential blockbuster for the platform.  The ability to see who is reacting to your ad/campaign and managing your budget accordingly puts more power right in the hands of you and your business.  If anyone is testing this out already, I would love to hear your feedback – whether that be early successes, ideas for how it could improve, etc. [Read more...]

Six Tips When Leveraging foursquare for Your Brand

Six Tips When Leveraging foursquare for Your Brand. (Photo: foursquare.com)

Six Tips When Leveraging foursquare for Your Brand. (Photo: foursquare.com)

Foursquare has helped make mobile check-ins a trendy way to connect with your friends, family, and businesses over the past few years.  While the company continues to evolve and pivot in different directions, there is no doubting that when done correctly, foursquare can help you grow your brand and business.

By setting up and maintaining a page for your company/business, you have the ability to drive stronger loyalty and creating ambassadors for your brand.  Here are six tips (and a few additional thoughts) to help you build engagement via foursquare. [Read more...]

Sunday Musings w/ Shore Branding – 8-25-13

 

Branding and Digital Marketing

Branding and Digital Marketing

Welcome back to Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing that caught our eye from the past week.

#1 – Agony and Ecstasy: Steve Ballmer’s Years At Microsoft – via ReadWrite.com 

Premise: Microsoft’s CEO Steve Ballmer announced that he will be retiring within the next 12 months on Friday, sending the stock price up a few dollars.  This write-up takes a look back at his tenure at the tech giant, listing out the successes (company restructuring and killing off failed projects) and failures (Xbox One’s original rollout and the Surface tablet).

Thoughts: Upon Ballmer’s announcement, the stock surged 10% or so and finished the day up over 7%.  I’m not sure how I would feel about that if I were Ballmer.  Of course, with that increase he increased his personal wealth millions of dollars over (he reportedly owns over 300 million shares in the company), so I doubt he takes it to heart.  There was no announcement as to who would be replacing Ballmer when he retires, so expect the search to create a lot of news in the coming weeks and months.

Microsoft is well behind Apple and Google in mobile right now and it will be important for the next leader to put heavy focus and investment in this arena.  The Surface tablet has been a colossal failure thus far.  While Xbox had been a gold star for Microsoft and Ballmer, their original plans for Xbox One were panned.

Who do you think will take over at Microsoft?  Will Bill Gates return?  Will they steal someone from Google (or Apple)? [Read more...]