Sometimes, “liking” something on Facebook (particularly if that something is a tragedy or movement against some sort of social ill) isn’t the appropriate response. To that end, DDB Worldwide has created a new social response, the “I Care” Button. “Around the time of the [March 2011 Japanese] tsunami, everyone was [posting stories and information] to Facebook and it felt so wrong when you were looking at these images, to be clicking ‘like,’” Matt Eastwood, chief creative officer at DDB New York, tells Marketing Daily. “We felt there must be another way to solve this problem. If you could tell people ‘I Care,’ that means so much more than ‘like.’” Thus was born the button, which is currently in beta test with Facebook, which allows website publishers and bloggers to append it to the information they post on the web. When the button is clicked, the article (or information) is shared via Facebook. “The hope is people can embed the code into their blogs and websites in the same way that other buttons sit at the bottom of the story,” Eastwood says. Though the code is only enabled for Facebook right now, Eastwood says the agency plans to extend it to other social networks (such as Google+) soon. The publishers who use the “I Care” button can also customize action based on a click, potentially leading people to donate to support a cause or sign an online petition in support of a social movement, Eastwood says. In addition, DDB New York’s icare-movement.com will also collect information on which stories are garnering the most clicks, creating a real-time gauge on what’s resonating with the public. Though the button is still in beta, MTV Networks has already picked up its use for its new MTV Voices platform, which highlights socially positive and inspirational content from a group of correspondents, international and local music artists and MTV’s audience. One article out of the UK amassed 274 “I Care” clicks, compared with 9 tweets and 64 Facebook “likes.” “Obviously, the plan is to go way beyond there,” Eastwood says. “It’s most appropriate to news organizations and anyone who publishes a blog.”
In the fall of 2010, Mazda USA awarded its business to holding company WPP, jettisoning long-time AOR Doner. The new WPP relationship spawned a dedicated WPP-consortium agency called The Garage/Team Mazda, housed right across the street from Mazda in Irvine, Calif. That alone says a lot about the value of the relationship, according to Jim O'Sullivan, Mazda's North American CEO, who spoke to Marketing Daily about the benefits of having a one-stop shop This will be a critical year for the automaker as it focuses on its CX-5 compact crossover, the SkyActiv Technology under that car's hood and under the hood of the 2012 Mazda3 car, which will also get the media spotlight this year, meaning that Mazda will put a renewed focus on reaching Millennials. Q: Are you going after younger buyers this year for Mazda3?A: We have the youngest median age buyer in the U.S., with an average age in the early 40's, so we have to go where they go. Also, more of these are appointment viewers and they are multitasking while watching TV. Q: Do you find media opportunities where you get the ROI?A: We try to find those areas where, in terms of media spend, we have more precise measurement. Group M is very good at analytics, and since we made an agency change year and half ago, we are getting more robust data. They helped us shape the CX-5 launch. That sophistication in terms of building brand awareness on digital didn't exist a few years ago. Q: Why did you go in for a Mazda-dedicated WPP consortium over the traditional agency-roster approach? A: The paradigm we wanted to get away from is that we had one group that did our digital stuff, one that did creative, around 11 or 12 marketing agencies that we interfaced with. And we saw that each one had its own bureaucratic drag -- each has its own financial offices and P & L, and all the the stuff layered in there around operational costs. And when you pull everyone together under one roof, you don't have duplication, so instead of spending money again and again on administrative costs you invest in marketing. Q: Didn't they communicate among each other?A: And the only time they really came together is when they came to talk to us. When we went to the WPP [garage-Team Mazda] agency model, they were all co-located with one person at WPP who has responsibility and authority to service the account, including finding a plug-and-play solution within WPP's global network as needed. Before, if we needed to talk to someone we had to deal with 12 agencies, each one suggesting solutions based on what they are selling. With one organization we get one plan across the range of services. Its not like they are giving up to a competitor or a different marketing firm, it is all within one group. So, when you get recommendations they won't be parochial. Q: But don't you lose independent and maybe 'outside the box' thinking with that that consolidated, Mazda dedicated shop?A: WPP has lots of agencies around the world including boutiques, and that's where this plug-and-play opportunity comes from. Sir Martin Sorrell has a system of catalyst agencies and Garage-Team Mazda can reach out to these WPP boutique agencies anywhere in the world to pollinate ideas for the Mazda team. So we get scale, efficiency and nimbleness to tap into. Q: What does your sponsorship situation look like? A: Lots of our buyers are appointment viewers, but at the other end of it you want to be there when they are. We do a lot around motorsports with ESPN. We have partnered with but don't sponsor sports; we are very selective in what we do. We are a relevant brand and how we get the message out is extremely important. We have great product, and that helps build the foundation, but the biggest issue is that a lot of people don't know what Mazda sells. We are trying to change that and are are seeing momentum. We are up 28% year-to-date on sales, and a lot of the things we have done are starting to pay off -- but we have to be very surgical.
Outdoor lawn equipment company Troy-Bilt is taking a hard look at the virtues of so-called "companion TV" viewing, the increasingly prevalent practice of watching TV while engaging with smartphone or tablet content. This is also called -- perhaps incorrectly -- social TV, unless people are using those second-screen devices to connect with other people about the show they're watching. The new Troy-Bilt effort makes music-ID app Shazam the bridge between the TV and the mobile Web to promote two newly launched Troy-Bilt yard products plus one existing product line. The effort, via Marcus Thomas, is the Cleveland firm's fourth consecutive spring campaign for the manufacturer. The TV component of the campaign follows a yard enthusiast’s life from young man planting a tree to young married guy mowing under the tree using a walk-behind, to young dad who now rides on mower while mom gardens and kids play in the leaves, to an older dad using Jump Start yard tools while kids help. “Saturday after Saturday, season after season,”the V.O. says, “Troy-Bilt is built for life.” The ad has Luce frontman Tom Luce singing “World Goes By” as the ad runs. An on-screen icon tells viewers that they can use audio recognition app Shazam to “tag,” or identify, the tune. When viewers do so with their mobile devices, they go to a branded in-app experience about Troy-Bilt products with links to a Lowe's store locator. It also links to Troy-Bilt’s Web site and Facebook pages, and also to a 99-cent iTunes download of the extended 2:24 soundtrack. The campaign, targeting 26- to 49-year-old homeowners and DIYers, runs on cable networks HGTV, TNT, USA, History Channel and The Weather Channel, with supporting Flash, rich media and pre-roll banners on sites including Weather.com, WeatherBug.com, HGTV.com, and DIY.com, plus on ad networks Tremor and AdRoll. In addition to mowers, the division of MTD Products makes things like string trimmers, tractors, tillers and cultivators. The campaign has three alternate, four-second product endings touting the Neighborhood Rider riding lawnmower, the Jump Start cordlesss power starter for Troy-Bilt hand equipment; and for Troy-Bilt’s existing line of five TriAction front wheel drive, walk-behind mowers.
Low-calorie Skinnygirl Cocktails had the fastest volume growth last year in percentage terms, according to data released by Technomic’s Adult Beverage Resource Group. Skinnygirl sold 586,000 9-liter cases last year, a 388.3% jump in volume over 2010, the research group’s 2012 SpiritsTAB Report shows. Beam Global acquired Skinnygirl from its creator, reality TV star Bethenny Frankel, last year. Familia Camarena Tequila, marketed by E&J Gallo subsidiary Alto Spirits, ranked #2 in growth, up 233.3%, to 250,000 9-liter cases. Others in the top five: Malibu Prepared Cocktails from Pernod Ricard USA (up 158.6%, to 150,000 9-liter cases); Fireball Cinnamon Whiskey from Sazerac (up 157.1%, to 180,000 cases); and Rökk Vodka from Diageo (up 122.2%, to 200,000 cases). 2011 was a healthy year for spirits overall, the Technomic data show. Total spirits volume grew 3.5%, while volume among the top 250-selling brands showed slightly slower growth of 3.1%. Those top brands accounted for 88% of the country’s total 199.7 million 9-liter cases, and 89% of total retail spirits sales. According to the Distilled Spirits Council, U.S. spirits sales increased 4% last year, to $19.9 billion, to account for nearly 34% of the country’s total alcoholic beverages market. On a category basis, vodka brands continue to dominate the top 250, followed by cordials and liqueurs, rums and straight whiskies. 2010’s largest brands -- Smirnoff, Bacardi, Captain Morgan, Jack Daniel’s and Absolut -- maintained their positions in 2011. However, smaller brands realized significant growth. The bottom 50 within the top 250 achieved overall volume growth of 6.5%, and expansion among brands not making the top 250 actually outpaced that of those leading brands, according to Donna Hood Crecca, senior director of Technomic’s Adult Beverage Resource Group. “Some of the more established top 250 brands were affected by the recession and may now be experiencing a somewhat slower growth pace than prior to the recession,” says David Henkes, VP and head of the Technomic group.”Others, however, are enjoying tremendous gains as they tap into various consumer trends.” “Among the fastest-growing spirits brands, we see a definite shift toward sweet and also spicy flavors, with flavored vodka, rum and whiskey products gaining steam,” Hood Crecca reports. “This is a change from the savory flavor profiles that had been popular in recent years.” In addition, particularly within the vodka category, innovative, value-priced products are emerging even as several established premium- and ultra-premium priced brands continue to growth, she notes.
The Easter season might be over, but Peep marshmallow treats have become a year-round delicacy. And it’s not just the little chicks that are popular. Their cars have gained a following, too. The original Volkswagen Beetle Peepster chick car is welcoming two new additions to the family. Each of the three cars is Peeps iconic yellow, branded with the Peeps logo, and sports an enormous yellow Peeps chick on its roof. The original Peepster just completed its spring Peeps “Magical Moments Tour” throughout the Midwest and Southern states. The merging of the Peeps chick with the Volkswagen Beetle has been a hit since its introduction in 2003, said Brian Bachrach, Peeps senior brand manager. “Taking the Peepster on tour this year made its popularity expand dramatically,” he said. “Having three Peepsters on the road simultaneously will give us the opportunity to reach many more of our fans and partners." Each Peepster will travel throughout the country as part of the ongoing “Magical Moments Tour,” sharing “Random Acts of Sweetness.” When they are not touring, each Peepster will make its home at one of the Peeps & Company EES & COMPANY® stores at Mall of America (Bloomington, Minn.), National Harbor, Md. or at Peeps owner Just Born headquarters and its nearby store in Bethlehem, Penn. The tour includes Peeps brand ambassadors who distribute samples coupons and pictures. They will visit high-traffic locations as well as special events, schools and hospitals. The vehicles also will be taken to industry events, trade shows, customer meetings and community events. The tour and the Peepsters are being promoted at www.marshmallowpeeps.com oand http://www.facebook.com/PeepsBrand
Marketers are often taught that click-through rates and conversion rates are the most effective metrics for analyzing their return on investment for online advertising. But smart marketers understand that even if a display ad generates few clicks, it is doing valuable work for a company. Here’s why. Display advertising is often the first step in the lead generation process. In many cases, a display ad campaign can provide a prospect’s initial point of contact with your company. Although the prospect may not click on the ad, the display advertisement will create brand familiarity and trust, priming the individual for future conversion opportunities when he or she is ready to make a purchase. While targeted keyword search campaigns are ideal for converting prospects who have already entered “buy mode,” display advertising can help marketers reach a much larger potential audience base. A display ad can even help a prospect recognize a need for a product or vendor solution before he or she has actively started searching. Display advertising provides a substantial lift to paid-search marketing campaigns. Running a display ad campaign alongside a paid-search campaign has been shown to significantly increase sales volume: For instance, the customer relationship management solution provider Salesforce.com discovered that running a display campaign alongside a search campaign increased branded search and conversion volume by 80 percent.Branded display ads often lead consumers to make purchases offline. A recent series of studies into consumer packaged goods purchases by comScore and dunnhumbyUSAfound that in-store shoppers who had previously been exposed to online advertising of any form were likely to spend 21% more than customers who had not been exposed to online advertisements. Search and display ad campaigns together can lead to a particularly dramatic increase in in-store sales: Shoppers who had previously been exposed to both search and display ads for a particular store were likely to spend 83% more than shoppers who had received no advertising exposure, according to a Yahoo and comScore study titled "Research Online, Buy Offline: The Impact of Online Pre-Shopping on Consumer Shopping Behavior," 2007. Retargeting is an effective method to increase brand familiarity and lead prospects into the sales funnel. If a consumer has searched for your product or been to your company’s Web site in the past, you can use a retargeting campaign to show the prospect display ads for your site or product as he or she continues to browse the Web. While prospects will not always click on these display ads, this retargeting approach will keep your brand at the forefront of your prospect’s mind, serving as an essential component in the lead nurturing process. Focus on overall conversions, not clicks Rather than focusing on how many clicks a particular ad receives, marketers should instead take a wide-angle look at ad campaigns and how they convert into sign-ups and sales. To increase conversions: