When consumers step away from "connected experiences," the view into what they are doing is often lost. DOOH can be the canvas to recapture their attention and sustain the consumer journey as the
brand moves them to a dealership experience. In this session, Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, and Lexus' GM-Western Area, Marcus Williams, outline how DOOH
was leveraged during the December to Remember Sales event for 2022.
Thanks to a partnership with Conde Nast, more than 1.25 million viewers saw a cut-down of the Genesis G90 spot before viewing the livestream of the Vogue World fashion event. Genesis' Executive
Director of Marketing, Wendy Orthman, discusses how the world of fashion is the perfect context to introduce consumers to the young automotive brand.
Reigniting interest in buffet-style dining in the last year has been a challenge across the fast casual category. Cicis is using it as an opportunity to energize the brand and enhance onsite customer
experiences around food, entertainment, and restaurant design. Cicis Pizza's CMO, Stephanie Hoppe, shares what they've learned along the way about embracing Cicis' roots, driving adaptability, and
cultivating an always-on optimization mindset to power a successful "Endless Pizzabilities" brand relaunch that bets big on experiences fueling Cicis' continued growth.
The report found that consumers from minority ethnic groups tend to have a more negative in-store experience, including a lack of relevant product ranges and experiencing worse customer service.
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.
By partnering with HBCUs and non-profits in key locales, 4th Ave Market is deepening and leveraging community involvement that builds both loyalty and acquisition at a lower cost. Salim Holder,
Founder & CEO of 4th Ave Market, will share how by combining purpose and profits brands can deliver products in an authentic way to the community while creating a stronger emotional connection.
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.
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.
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.
Data-Centric approaches to marketing work best when all areas of a marketing organization understand the principles and tools for using data. As Empower's Brett Mowry outlines, data maturity often
means moving companies away from "centers of excellence" and towards a more democratized structure where all marketers work more collaboratively and holistically with a common understanding about
leveraging a CDP, managing 3rd party data and mapping customer journeys.
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.
Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the
furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a
customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
It now costs marketers 13 to 18 times more to recruit a new customer than to keep an existing one.
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.
Brands that advertise next to positive articles about environmental issues are more likely to be perceived as eco-friendly.
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.
What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere
Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget
is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was
Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify
also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station,
Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
According to the study, there are five areas where multinational marketers are struggling within their media practices.
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.
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.
The survey is designed to assess progress on the diversity front -- which the WFA concludes hasn't been much -- by analyzing workforce composition across the industry.
SimpliSafe, the category-defining brand of DIY home security, has already succeeded in reaching beyond the digitally savvy base and into general awareness. Company CCO, Don LeBlanc, shares lessons
learned as he brings his data-driven marketing culture into awareness campaigns that build brand even as they drive sales.
According to the companies, the combined data assets will provide insights into the shopping habits of almost five billion consumers globally. The acquisition is also complementary to Kantar's U.S.
Ad Intelligence business.
The focus is predominantly on personalization by incorporating things that are local and personalized to an individual's pace and environment.
The videos show the back stories of each traveler before they are onboard. A brand logo with the person's seat assignment hovers nearby.