Sunday Musings w/ Shore Branding – 9-27-15

Branding and Digital Marketing

Branding and Digital Marketing

With the start of the NFL season in swing and Oktoberfest starting in Germany this weekend, it is time to dedicate a #SundayMusings to beer.  It has been a long time coming and will also be part of next weekend’s “Loyalty to Brands”.  Here are a few stories that caught my attention in recent weeks across beer brands.

#1 –  “Guinness raises a glass to Denis Leary’s Firefighters Foundation with $224K donation” via IrishCentral.com

Premise: Guinness has donated just under $224K to actor/comedian Denis Leary’s Firefighters Foundation, in support of firefighters nationwide.  The relationship between the beer brand and Leary has been going on for a couple of years now, with Guinness giving back to the community in a very noble way.  For more information you can visit GuinessGivesBack.com.  

Thoughts: The first thought for many when asked about Denis Leary may be a foul-mouthed comedian or the star of Rescue Me.  However, he does a lot of good through his foundation, the genesis of which comes from an unfortunate life event.  

Kudos to Guinness for continuing the relationship not only through its donations, but continued PR and ad support behind the cause as well.  

#2 – “Bud Light and Google Partner To Win Football Fans On The Second Screen” via prnewswire.com

Premise: Bud Light, the official beer of the NFL, is partnering with Google (and YouTube) to market its product to those using a second screen during football.  Whether you are searching for scores or fantasy football updates online, you are likely to wind up seeing some type of marketing effort from Bud Light.  

Thoughts: Bud Light is working with 28 of the 32 NFL teams, having created a unique can for each of the 28.  I actually saw a good amount of responses from Bud Light’s Twitter feed, as they replied to many NFL fans across teams with quick GIF files of that respective team’s Bud Light can.  Needless to say, Bud Light is listening and taking content marketing to another level through its online channels.

#3 – Miller Lite – Free Rides

Premise: Miller Lite is partnering with various transit systems and communities to give away free rides to promote safety and to prevent drunk driving with this site.  

Thoughts: How do you build saliency when your number one competitor has the national partnership with the most prevalent sports league in the US?  You do a little good for society.  The program has provided almost 5 million free rides to date.

I noticed this on Twitter as well, when Miller Lite was promoting the program for the Eagles and Cowboys game from Week 1 and thought it was a fantastic program that deserved more attention.

Tweet of the Week:

While there are Oktoberfest’s held all over the world, nothing compares to the one that started last Saturday in Germany.  Bucketlist …

That’s it for this week’s #SundayMusings!  What is your favorite beer and why?

 

Brand in Focus – LeapFrog

Visit LeapFrog.com for the latest in kids toys, games, and technology!

Visit LeapFrog.com for the latest in kids toys, games, and technology!

The next brand to be placed “in focus” is LeapFrog – which builds off of last weekend’s #SundayMusings focus on brands that have entered our household since the birth of our child last year.  LeapFrog is the creator of a number of educational toys, games, and technology-driven gadgets for the young ones in the house.  We have found their products to be fun and engaging, while also catering to my gadget geekdom.  

Let’s look under the hood on how LeapFrog brands itself online and across social media platforms in our latest “Brand in Focus”!

LeapFrog Homepage 1

LeapFrog’s own website is easy to use and makes it easy to find what you are looking for.  Directly below the headlines in the screenshot above you will find the ability to find the right LeapFrog product by product category and/or by your child’s age bracket.  Easy enough, right?

Further down you will find verbatim responses and quotes from LeapFrog users, a nice way to resonate with potential customers and those that have yet to try its products.  

LeapFrog Homepage 2

You won’t find links to LeapFrog’s social media sites until you hit the bottom of the home page – where the company has direct links to its Facebook, Twitter, YouTube, and Pinterest pages.  Let’s dive into each …

Facebook:

LeapFrog currently has over 1.1 million likes on Facebook.  Just about every weekday you will find at least one update on LeapFrog’s Facebook page.  Engagement with fans goes through peaks and valleys, somewhat surprisingly.  There are some posts that catch less than 100 “Likes” but there are others that easily exceed triple digits.  

One of the more successful posts – in terms of driving Likes and shares – is seen below, the Facebook announcement of LeapFrog Epic, the latest tablet to be launched by the company last month.   

Introducing the brand new LeapFrog Epic, our newest tablet with a kid-perfect UI that grows with your child and lets…

Posted by LeapFrog on Wednesday, August 19, 2015

 

The other item that caught my eye is that there are a lot of calls to action or tabs at the top of LeapFrog’s Facebook page – and that’s a good thing in my opinion.  They provide you with a Customer Support page for email and phone support.  They also have links to their other social media feeds, and across product pages.  

LeapFrog Facebook

Twitter:

There is a big drop-off in the number of followers from Facebook to Twitter, where LeapFrog has a little under 30K followers on the latter.  There is also a little bit more of a gap in frequency on their Twitter feed, where there is occasionally a week or so going by without an update.  

However, one item that caught my eye in August and it falls under the Brandscaping category – where LeapFrog and Toys R Us came together on 8/26 for a #ToysForAll Twitter chat.  An excellent job by the two companies to come together for a good cause.

The #ToysForAll Twitter chat

The #ToysForAll Twitter chat

YouTube:

Similar to its Twitter numbers, LeapFrog has slightly under 30K followers on YouTube.  However, LeapFrog’s uploaded videos on YouTube have driven over 30 million views!  LeapFrog’s YouTube page provides a plethora of information and video to guide yourself through.  The content is nicely organized as well – take a look at the “Playlists” page and you’ll find that someone has taken the time to organize the video uploads by product categories.  

What actually caught my eye and drove home the decision to put LeapFrog in focus this quarter is the new ad below.  I first saw it during a commercial break on Hulu and thought it was well done … and well targeted by Hulu’s algorithm given how much kid-friendly content we have purged through in recent months.  

Pinterest:

A similar level of focus and detail can be found on LeapFrog’s Pinterest page and boards, with Pins and boards ordered by season, holiday, product category and more.  You will also see a Holiday wish-list board for each of the past three years.  

LeapFrog Pinterest

I’m a little surprised that LeapFrog “only” has 14K followers on Pinterest, as I would have thought this would be a great place for moms to follow the brand and to get ideas for their children via a more visually stimulating platform.  

Overall Summary:

I’m very impressed with the level of detail that goes into organizing LeapFrog’s content on each of the social media platforms.  Someone, or a group of people, are doing a great job at paying attention to detail for the company.  

One item that did catch my eye when flipping across networks is that the LeapFrog website does not directly connect to its Google+ or Instagram pages.  However, those do exist and are out there, but I like the focus on where they have more traction right now.  

What have you seen from LeapFrog across platforms that you like/dislike?  Are you currently using their products, and if so, why?  Let us know in the Comments section below.

 

Sunday Musings w/ Shore Branding – 4-12-15

Branding and Digital Marketing

Branding and Digital Marketing

This week’s #SundayMusings are no joke, as we take a look back at April Fools’ Day news from around the web and across brands.  The first of April has become a great branding day as brands come up with fake news stories to draw some added attention in their direction.  It doesn’t always work out positively, but here are the stories that caught my attention for April Fools’ Day this year.

#1 – “The 11 best April Fools’ gags of 2015” – via theverge.com

Premise: A collection of the top April Fools’ Day jokes from brands and their respective YouTube clips.  Out of the 11 examples provided in the write-up, 5 of them are from Google or Google’s properties (Motorola, YouTube).

Thoughts: Across this list, I tend to like Google’s Smartbox mailbox, Microsoft’s MS-DOS Mobile, and Netflix’s Binge Watch Warnings.  I saw multiple people complain online about Netflix’s warning, not realizing at the time that it was an April Fools’ Day joke.  That’s phenomenal! [Read more…]

Super Bowl Ad Review 2015

 

It is that time again!  Last weekend’s Super Bowl XLIX managed to break the preceding year’s viewership record, drawing 114.5 million viewers vs. last year’s 112.2 million.  This year’s Super Bowl was one for the ages, even if my favorite team lost in heartbreaking fashion.  That also meant that more people were still glued to their TV as the game wore on and the brands that spent money for advertising late in the game got what they paid for – attention.

As we have done in the past (2014 & 2013), here is my Super Bowl ad review from a panel of one.  One important caveat for this year’s countdown – there are two countdowns here.  Welcoming a newborn to the family in mid 2014 leads to a complete bias for the sappy ‘Dad’ commercials.  So I’m ranking those separately.  They would be at or near the top of the regular countdown.  Aside from the Seahawks pulling on heart strings, the ads in the “second countdown” below also led to me needing to call my own timeouts.  Good grief.

The overall countdown: [Read more…]

Sunday Musings w/ Shore Branding – 2-1-15

Sunday Musings w/ Shore Branding - The Super Bowl Edition! (Photo credit: MixedNutsAndLove.deviantart.com)

Sunday Musings w/ Shore Branding – The Super Bowl Edition!
(Photo credit: MixedNutsAndLove.deviantart.com)

Welcome to a Super Bowl edition of #SundayMusings!  With some skin in the game for the second year in a row, the nerves are a little shot, as the Seattle Seahawks look to become the first team in a decade to win two Super Bowls in a row.  Ironically, the last team to do so is their opponent later today, the New England Patriots.

Let’s take a look at the top Super Bowl-related stories that have caught my attention over the past few weeks in branding and advertising.  Next weekend will be our third annual Super Bowl ad review, an article I have thoroughly enjoyed writing the first two times around!  With that in mind, I’m trying to avoid picking articles that have highlighted some of the early newsmaking ads.

#1 – “Only 46% of Super Bowl Advertisers Will Score Consumer Engagement” – via AdWeek.com

Premise: A $4.5 million dollar ad spend will get you less than 50% of your audience’s engagement, according to Brand Keys 13th Annual Super Bowl Ad Engagement survey.  Interviewing 2,705 people that intend to watch the Super Bowl the projected big winners include the likes of Super Bowl regulars like Doritos, GoDaddy, and others such as Skittles.  Two of the bigger brands to annually invest in Super Bowl ads – McDonald’s and Budweiser – don’t score well on building engagement.

Thoughts: Interesting “copy testing” like research ahead of the Super Bowl.  You have to wonder how deflating it is to spend all of this money and hear news like this about a negatively received ad before it even airs later today.  Here’s the link to the PDF directly from Brand Keys and the article from AdWeek includes a matrix that measures Engagement and Entertainment across the brand’s ads. [Read more…]

Sunday Musings w/ Shore Branding – 1/4/15

Sunday Musings w/ Shore Branding - Happy New Year / 2015! (Credit: wallpaperput.com)

Sunday Musings w/ Shore Branding – Happy New Year / 2015!
(Credit: wallpaperput.com)

 

Happy new year everyone and welcome to the first #SundayMusings of 2015!  I hope everyone had a great, safe holiday season and that you are ready to make 2015 bigger and better!  Why not start with the top stories that caught my eye in branding and digital marketing as they relate to entering the new year?  Done and done …

#1 – “The Top 7 Content Marketing Trends That Will Dominate 2015” – via Forbes.com

Premise: “Content marketing” continues to grow.  The author has spent time in the past putting together predictions and outcomes of content marketing (links within the article).  Now he takes a look at how content marketing will shift/progress into the new year.

Thoughts: A few of the highlighted trends caught my eye, specifically #2 – “Content marketing will become inextricably linked with social media marketing” and #5 – “The reputation of guest blogging as a content marketing strategy will be repaired”.

It is hard to argue with #2, as this trend continues to grow seemingly month to month.  However, #5 is an item that is important here on ShoreBranding.com.  We have openly embraced guest posts in the past, but willingness to do so weakened in the second half of 2014.  Again, if you are interested in being a guest writer here on the site, please just let me know via our Contact page (or reach out via email / social media). [Read more…]

Product Review: Samsung Chromebook 2

Product Review: The 13.3 inch Samsung Chromebook 2 (Photo: Samsung.com)

Product Review: The 13.3 inch Samsung Chromebook 2 (Photo: Samsung.com)

Several weeks ago we decided that we needed a second “family / house” computer.  With a Samsung Ultrabook already in our possession and virtually no issues with it over the past 3-4 years, I was leaning on another Samsung laptop.  The Ultrabook already had Microsoft Office and Windows 8 and there wasn’t a need for another $700+ laptop with all of the same programs on it.  The second laptop was going to be for web browsing, watching video and … surprise, surprise … blogging.

I quickly turned my attention to the Samsung Chromebook series and it quickly became a matter of “which one” vs. looking at other devices.  After viewing a number of YouTube videos (like the one below) on the nuances of Chromebook, I figured it was worth a shot. [Read more…]

Brand in Focus – Whole Foods

 

Brand in Focus - Whole Foods on ShoreBranding.com

Brand in Focus – Whole Foods on ShoreBranding.com

Our next “Brand in Focus” puts Whole Foods’ branding and digital marketing efforts under the microscope. The grocer has been growing here on the east coast and caught my eye over the past few months with its paid advertising efforts on Twitter and Facebook, announcing the grand opening of a new store in Marlboro, NJ. Digging into the company’s digital efforts there are a number of highlights and positives that caught my attention.

First, WholeFoodsMarket.com promotes its efforts across a number of social media sites, all of which we will tackle here. The landing page appeals to the eye with big, bold images scrolling behind the links. When you rollover the text on the left hand sidebar (below) you find a number of links to go to. [Read more…]

Sunday Musings w/ Shore Branding – 7-20-14

Branding and Digital Marketing

Branding and Digital Marketing

Welcome back to another #SundayMusings where this week’s focus will be on social media! This week I’ve picked out two write-ups that speak to social media broadly and then the remaining stories cover off specifically on my favorite social media platforms – Twitter, Google+, Foursquare, and Pinterest.  We’ll go into each in more detail below.

#1 – 5 Reasons Why Brands Need Integrated Social Media Marketing – via neerajsancheti.wordpress.com 

Premise: As integrated marketing plans become more and more regular across companies, it isn’t enough to be on one or two social media platforms. The author puts together five reasons why your brand or company needs to be on different platforms and where you should think about going.

Thoughts: There is a fine line between being everywhere and being in the right places. Many try to be everywhere in order to achieve the greatest ‘reach’. However, if you aren’t engaging with your customers / followers, what’s the point? At the same time, trying to be everywhere leaves you communicating with the wrong audience more times than not. So there are some points in the write-up that insinuate increasing visibility is the best thing you can do, and I would add the caveats before deciding to sign up for each and every social media platform. [Read more…]