Who says Brand and lower funnel marketers can't play nice? In the world of Affiliates and Partnerships, not only is there a chance of playing nice, but there's also an option to create win-win
strategies and tactics for everyone! As a lower funnel marketer, Big Island Coffee Roasters' Head of DTC, Kristina Smith, shows how these channels have given her the ability to help out her Brand
colleagues and vice versa with some out of the box thinking to create new opportunities and results outside of traditional Brand and PR activity.
From TikTok to TV, the fast growing telehealth brand is a case study of how healthcare marketing can test and learn across a wide range of channels to build and evolve a brand from a cold start.
Nurx's Head of Growth Marketing, Nico Bryant-Aguilar, explores how the company erects a marketing flywheel grounded in patient feedback and fueled by data sources that not only drive creative but
direct product development.
Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in
focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search
channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media
spend and improve patients' relationship with the brand.
Almost a fifth of people who abandoned a brand shared their displeasure on social media.
Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's SVP, Head of Media, Jared Lake, talks strategy of launching a brand campaign across multiple platforms,
how consumers' consumption behaviors and GRP informed the media mix, and why certain channels didn't make the cut.
While Eaglemoss might not be a high-profile brand, most visitors to the collectible e-commerce website will find at least one or two products that tug at the heartstrings (and purse strings!).
Eaglemoss' VP of Global E-commerce & Marketplace, Imran Hassan, will discuss how NFTs fit into the equation, and why Snapchat is better than TikTok in reaching some customers? He'll also share his
secret to having a highly user-friendly e-commerce site and how the company's media diversification and upper-funnel brand-building investments have paid off.
Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket
products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers from non-buyers in order to
tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and
what it takes to engage them whether players are on or off the field.
Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty and CRM Manager Liz Bowles Button of North Carolina Education Lottery shared
how they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond
the transient ticket purchase.
As Insomnia Cookies sought to rebrand its late-night snacking model around new flavors and "Cookie-vation," they invented the "Cookie Lab" at their flagship location in Philadelphia. Nicole Geyer,
Insomnia Cookies' Brand Manager, explains how the Lab became a genuine research site as well as a branding tool and even a tourist attraction. But it took a strategy - around everything from facility
design to customer recruitment and data gathering. From leveraging invisible messaging to unforeseen uses of maple syrup, the lab has rendered more than a few surprising results.
The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizing customer desserts. It is a case study in building in-person delight. But as the company has
moved into delivery and on-app ordering it has been challenged to digitize the experiential dimension of the brand across channels. The Founder and CEO of 16 Handles, Solomon Coi, shares how the brand
thinks about making WOW omnichannel.
Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.
The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares
with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how
Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.
Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany
Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of
marketing, internal organization and event onboarding customers.
The soft-drink brand leads Kantar's ranking of consumer brands that the biggest portion of shoppers worldwide buy most often.
Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and
immersive experiences - - all part of their "brandformance" approach to innovate produce marking.
A quarter of those executives said misinformation about their brands and industries was the biggest risk to brand reputation.
Two-thirds of consumer packaged goods marketers said return on ad spend was their most important metric.
Sixty percent of Americans said brands should invest their resources in relief for the Ukrainian people.
A significant portion of marketers say their companies are addressing social issues, while consumers tend to be more skeptical.
It's no coincidence that Apple's products populate scenes in "Ted Lasso" and "The Morning Show" on AppleTV+.
Good personal experiences help to build trust in brands, while "bad" personalization can be destructive.
It now costs marketers 13 to 18 times more to recruit a new customer than to keep an existing one.
Sixty percent of Americans said brands need to publicize what they're doing in response to the Ukraine crisis.
Only 8% of U.S. consumers said they had bought a non-fungible token in the past year. Brands can help raise awareness of crypto collectibles.
How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel
booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open
before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers
could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit
and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding
GYG's direct response goals.
Eighty-two percent of U.S. consumers said the brands they buy stand for a greater mission or purpose.
What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic
to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not
just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an
entirely production-free campaign. The process proved more cost-effective, flexible, and turned around faster than traditional live action shoots.
Every click is a hurdle, not an invitation for users. And every form to fill is a mountain for them to climb. EIS veteran Chester Bullock explains how reducing that friction has increased email's
effectiveness in driving qualified leads and at the same time leveraging customer brand loyalty.
Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution
modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
SurveyMonkey has rebranded as Momentive, reflecting the expansion of its product line. Parent corporation SVMK Inc. will adopt the name Momentive Global Inc.