Zenni has been setting itself up for success by creating a story, a personality around its brand in the last few years.
SimpliSafe, which sells DIY home security directly to consumers, is shooting four new holiday spots as we speak with Robert Larson, an ex-burglar who is now a family man. He's not likely to be recognized on the street as he wears a mask, and not the COVID kind either.
A takeaway: Create consistency in what users hear online and offline. Have marketing meets with other departments to make sure the message matches value.
"We used email to send out all the content we were producing at a very low cost," said Jacksonville Jaguars marketing director.
Find the right message, and target consumers based on what they're looking at on your website, said company's director of email and retention.
The company ran up against city, county and state regulations that varied during the crisis and even more so during reopening that followed.
Initially, the PGA had not been feeding fans' appetite for the human interest angle. "Going forward, there will be a balance between action, the leaderboard and human interest stories."
The interesting aspect of this is that McDonald's had looked to 2020 to turn from a product-based messaging approach to a consumer-centric approach and the crisis put the plan on the back of a rocket ship.
As OTT stands out in the period of flux, how do agencies go about finding a trusted partner? Do they vet them or do they just work with them so long that they come to know?
"What we see is that linear TV is the biggest driver for us," Indeed's Paul J. D'Arcy told MediaPost's TV & Video Insider Summit via Zoom, "because of its reach and scale. It's a powerful channel."