• Wanna help your new fast food business? Buy an old El Camino

    Selling consumers the idea of real healthy fast food these days? You need offer more -- perhaps a connection that has nothing to do with food.  Maybe a crazy car.

    Speaking at OMMA Video, Jon Olinto, co-founder/chief brand & marketing officer of b.good, said when starting out this Northeast regional farm-based “real food” restaurant chain they wanted to change the marketing dynamic -- where adults, as customers, had little to no emotional connection fast-food restaurants.

    “We wanted to do the opposite, that b.good, in some small way, cared about you,” says Olinto. “That there was some kind ...

  • How To Get The Most Out Of Influencers
    As with all "talent," dealing with influencers, their egos, and their many demands can be tricky for brands big and small. Enter middlemen like Jeremy Simon -- Director of Influencer & Partnership Marketing at social agency Attention Global --who consider themselves to be influencer whisperers. For starters, "Everything has to be beneficial with the bigger influencers," Simon told attendees of OMMA Video, on Thursday. Though, that doesn't necessarily mean that every partnership is a paid one. In many cases, it's more about offering "creative experiences" like taking them to a big sporting event or getting them in the driver's seat ...
  • How b.good Is Using Mobile And Social To Scale Business
    From Starbucks to Chipotle to Shake Shack, higher-quality quick service restaurants seem to be the wave of the future. b.good, a healthy fast-casual chain, is trying to join that elite list of mavericks with its highly personalized and authentic approach to customer service. "We're all about real food, real people, and real experiences," Jon Olinto, co-founder and Chief Brand & Marketing Officer at b.good, told attendees at OMMA Video, on Thursday. Among other quirks, b.good calls its customers "family members" -- or, at least, once they have signed up through various channels. "It's all about activation," Olinto said. Regarding customers, ...
  • Managing The Plethora Of Video Platforms
    New video platforms continue to emerge and an OMMO Video conference panel of agency executives discussed the challenges they face in determining the optimal use of platforms for clients.
  • On Social Feeds, Intimate Marketing Is Crucial

    What marketers need to learn about advertising via social media is to think smaller and more intimately, especially for scrollers. That was one of the takeaways from panel Nano-Second Narrative panel at today’s OMMA Video event in New York.

    Some big, established advertisers don’t know “how to have a one to one interaction and still move the needle,” said Topher Burns, group director of distribution strategy at Deep Focus.

    Accustomed to speaking authoritatively, when some brands use social media, they need to understand their audience wants a measure of intimacy. The bigger and more established the brand, the harder ...

  • Why Agencies Believe We Need Yet Another Video Platform: Because They Get Paid To Use Them
    Asked why a new social video sharing platform rumored to be coming from Microsoft is needed, a panel of agency executives speaking at OMMA Video this morning, said there's no such thing as too much of a good thing -- especially when you're getting paid to use it. Citing reports that Microsoft is poised to announce a new video sharing platform called Huddle aimed at the business enterprise marketplace, moderator Ryan Hurley, Director of Performance Marketing,The Archer Group, asked the panel, "Do we need another platform? People can't seem to get enough."
  • A 'Share' Is Worth A Thousand 'Likes'
    Far and away, the greatest gift a consumer can give a brand is to share one of its video ads via social channels. Today, "There's nothing more valuable," Rachel Pasqua, Practice Lead of Connected Life at MEC Global, told attendees at the OMMA Video conference, on Thursday. "It's a free ad for you." And, Pasqua's peers couldn't agree more. "The share value is huge," said Trevor O'Brien, Partner & CTO at Deutsch. Added O'Brien, if brands can only ask one question of their agency partners, it should be: "Are people sharing what you put out?" More broadly, what new trends ...
  • Read, Er, Listen To This If You Want To Understand Honda's Content Marketing Play
    The next new thing in digital media marketing for American Honda Motor leverages one of the oldest forms of media, you know, literature. But fear not, the Japanese automaker is not encouraging motorists to read books while they driving, but it does want them to listen to them. I'll leave it to better grammarians than me to determine whether the proper verb should be "read" or "listen," but Honda is calling its new content marketing strategy "Honda Road Readers," but they're actually audio book downloads its providing to customers so they can make better use of the time they spend ...
  • Forget Content, Cadence Is King!
    Forget content, or for that matter, any other C-word, if you're a brand utilizing video to engage a consumer marketplace, it's all about the cadence of your content, not the content per se. That was the main takeaway from Ernie Kelsey, Senior Manager, Regional, Experiential and Social Marketing, American Honda Motor, during his opening keynote at OMMA Video in New York City this morning. Kelsey, who showed a number of current, as well as some soon-to-be-released videos from the Japanese automaker, said it's not just the content, but the who, what, when, where and why of how a brand distributes ...
  • Why Honda Thinks Bigger Than Car Sales
    Honda's passion for video and more experimental formats is not about driving car sales, says Ernie Kelsey, Senior Manager of Regional, Experiential and Social Marketing at American Honda Motor Company. Rather, "We want to get our [message] out to more people," Kelsey just told attendees of the OMMA Video conference, on Thursday. But, "Don't tell me boss," Kelsey requested. What's the message? It all boils down to innovation, Kelsey says, which is why the car maker has been more aggressive about showing its breadth of products from robots to racecars to airplanes. The point is not to leave consumers with ...
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