Ready to embrace diversity and representation in your campaigns to make a positive impact? Here’s everything you need to know about inclusive marketing and how it can really help your brand.
Why Inclusive Marketing is a Smart Move
Research shows that diverse and inclusive marketing campaigns lead to higher sales and stronger brand loyalty. People want to see themselves in the brands they support. And when they do, they’re more likely to engage and buy. So, by embracing inclusive marketing, you can reach new audiences and strengthen bonds with your current customers.
It shows real-world diversity.
Our world is a colorful mix of races, genders, sexual orientations, abilities, and backgrounds. Inclusive marketing aims to mirror this diversity in a genuine way. This means going beyond token gestures and truly representing the communities you want to connect with. It’s about understanding and valuing the unique experiences of different groups.
It builds genuine connections.
When brands focus on inclusive marketing, they build real connections with their audience. This authenticity is crucial for earning trust and loyalty. People can tell when a brand is genuinely committed to inclusion versus when it’s just for show — by making representation a priority, you show that you value and respect everyone, creating a sense of belonging and loyalty.
How to Get Started with Inclusive Marketing
Inclusive marketing can make a big difference in how your brand is perceived and how you connect with diverse audiences. Here’s a closer look at how you can begin this journey:
1. Know Your Audience
Understanding your audience is the cornerstone of any successful marketing strategy, and it’s especially important for inclusive marketing. This involves:
Conducting Comprehensive Research: Use tools like surveys, focus groups, and social media KPIs to gather detailed demographic information about your audience, including age, gender, ethnicity, cultural background, and socioeconomic status.
Analyzing Preferences and Behaviors: Go beyond demographics to understand your audience’s preferences, buying behaviors, and values. This insight helps tailor your messages to resonate on a deeper level.
Building Detailed Personas: Create detailed customer personas that reflect the diversity within your target market. These personas should guide your marketing strategies and content creation efforts.
2. Diversify Your Team
Having a diverse team brings fresh perspectives and ideas, making campaigns more innovative and inclusive. To make this happen, focus on hiring people from various backgrounds, including different races, genders, ages, and abilities. Create an inclusive workplace where everyone feels valued and heard, encouraging open dialogue and sharing different viewpoints.
Also, offer training on cultural competency, unconscious bias, and inclusive marketing practices to ensure your team is well-equipped to contribute effectively.
3. Create Inclusive Content
Your content should reflect the diversity of your audience and be accessible to everyone. Here’s how to do it:
Inclusive Language: Use language that is inclusive and free of stereotypes. Avoid jargon or phrases that might alienate or exclude certain groups.
Diverse Imagery: Choose images and graphics that represent a wide range of people, including different races, genders, body types, ages, and abilities. Authentic representation is key.
Relatable Stories: Tell stories that resonate with diverse audiences. Highlight experiences and perspectives that may not always be represented in mainstream media.
4. Listen and Improve
Inclusivity is an ongoing journey, and there’s always room for growth. Keep engaging with your audience through social media, surveys, and feedback tools to hear their thoughts and concerns. Make it easy for them to share their feedback, and use those insights to continuously improve your strategies. Staying open to learning and adapting is key to staying relevant and inclusive.
5. Partner with Diverse Influencers
Partnering with influencers who represent different communities can amplify your message and reach new audiences. Start by researching influencers who genuinely engage with the communities you want to connect with and ensure their values align with your brand. Build authentic relationships with them and collaborate on content that resonates with their followers. This approach not only broadens your reach but also shows your commitment to diversity and inclusivity.
Master Inclusive Marketing with MARION
Inclusive marketing isn’t a passing trend — it’s the future. Brands that embrace inclusivity will stand out and build lasting relationships with their audience. At our Texas marketing agency, we believe inclusive marketing can drive real connections and business success.
MARION works with Texas-based B2B businesses to create campaigns that reflect our communities’ rich diversity. Our team of marketing creatives and designers will help you navigate the complexities of inclusive marketing, ensuring your efforts are genuine, impactful, and true to your values.
Demystifying the expansive world of digital advertising.
With a powerful return on investment (ROI) opportunity — up to 200%, in fact1 — digital advertising can play an essential role in your integrated marketing strategy. But, just where to begin? Between social media, streaming content, responsive search ads and retargeting content, it can feel overwhelming trying to navigate the digital marketing landscape.
If you’re wondering whether digital advertising is right for your business, you’re in luck. With insights from our resident digital marketing strategist, we have outlined the elements of a digital ad campaign — from clarifying goals to the pros and cons of the most popular platforms — to make it easier to understand.
Define campaign objectives.
The first step in creating a successful digital advertising strategy is defining your campaign objectives. Begin by asking yourself these two questions: What do you want to achieve with the ad campaign? And, how will this campaign fit into your overall marketing strategy? Digital ads are one piece of the marketing puzzle, and a successful strategy uses each piece to complement the others. The answer to these questions will help you determine your primary campaign objective, allowing you to build your strategy around the right objectives and conversions. The most common campaign objectives are brand awareness, website traffic, online engagement, leads and sales.
Understand your audience.
Who are you going to target with this campaign? Understanding your audience — from their online habits to the language they use — allows you to tailor your campaign to make the biggest impact. For example, are you targeting new audiences who are unfamiliar with your brand or established customers who are already familiar with your offerings? For new audiences, your content would likely need to provide an overview of your services and what sets your business apart, while you could hone in on more detailed content for users that are already in the know. You could also consider targeting audiences in a specific location — this is especially valuable for brick-and-mortar shops — or reach users who work in a specific industry, such as construction, commercial real estate or chemical engineering. Not only does defining your audience help with your content messaging, but it also helps you select the platform more likely to reach them. Understanding how the audience would interact with the brand organically helps you determine how best to reach them through a sponsored ad — ultimately, you want to meet them where they are.
This sponsored ad for Food Town offers solutions to the grocery store audience’s primary pain point: price.This LinkedIn ad campaign for security services provider SentriForce targeted decision-makers in key industries by job title.
Case in point: Google vs. LinkedIn ads.
To see how distinct audiences can shape an ad campaign, let’s take a closer look at two of our clients. First up: Food Town, a locally-owned grocery store wanted to reach repeat shoppers in the Houston area. Targeting an audience already familiar with the grocery store, and locations, we developed an integrated marketing strategy using digital display ads to drive in-store traffic, and sparking sales using local search Google ads.
Surveillance system provider SentriForce wanted to reach new prospective customers in the construction industry across multiple locations. To do so, we launched a comprehensive campaign on LinkedIn showcasing how their systems address theft on construction sites that targeted decision makers in the industry by job title.
Establish a timeline.
Next up, you’ll want to consider how long the campaign will run. Evergreen campaigns are ideal for brand awareness, maintaining visibility with users long-term. On the other hand, targeted drip campaigns or seasonal campaigns can be used to drive high-impact concentrated messaging around a more time-sensitive or relevant topic.
Over the course of six months, this digital ad campaign raised awareness of high commercial property taxes, thereby familiarizing audiences with the company’s services prior to tax season.
Case in point: Peak Season.
A dedicated ad campaign can help drive awareness leading up to and during your business’ peak season. For example, we launched a digital ad campaign for a commercial property tax company to boost brand awareness six months before tax season. This helped plant the seeds in potential clients’ minds over the months in advance, encouraging more conversions during tax season by strengthening name recall, brand awareness and authority.
Set the budget.
Once you have clear goals, a target audience and a timeline, you’ll want to determine just how much to spend on your ads. While the specific number will depend on your goals and overall marketing strategy, your marketing spend should ideally be between 7 – 10% of your net profit.2 You can use this number as a starting point and adjust your spend, as needed, as you continue to optimize your campaign overtime.
Select ad platforms.
Last, but absolutely not least, you’ll determine where to launch your campaign. Reflect on all of the previous steps, from the overarching goals to where your audience is online to the timeline and budget. These elements can help to inform the best platform to initiate an integrated digital ad strategy that best supports your business’ marketing initiatives.
Pros and cons of digital advertising platforms.
While digital ads can support all businesses, selecting the right ad platform is essential for crafting a successful campaign. Learn more about the most common examples of digital advertising platforms below — and what type of campaigns each one is best suited for.
Search engine ads.
With an average ROI of $2 for every $1 spent3, Google Ads are a powerful tool in your digital marketing kit. From dynamic graphics to location-specific ads, search engine ads on Google and Bing offer a wide range of options to choose from — each with specific benefits depending on your business’ services and campaign goals.
Digital ad campaigns can be highly effective — when the right message is delivered on the best-suited platform.
Search ads.
Search ads are a great place to begin a digital campaign because of the wealth of in-depth data they provide. These sponsored text ads appear on search results pages and typically lead users to a dedicated landing page. Search ads can provide you with invaluable information such as the specific user search terms, how the user is navigating online and engaging with your content, and where they are in the sales funnel when they engage. This insight allows you to refine and optimize your campaign in real time, adapting to the language and phrases your real target audience is using.
Responsive display ads.
Display ads are dynamic, relying on native and responsive tools to create ads tailored to the platform where they are served up to your audience. These ads pull from a bank of images and headlines, pairing them together to best fit the platform or page. While these are designed to best suit the format used by your audience, there is limited control over how the various elements are combined, so you need to provide a flexible bank of images and content that can easily be mixed and matched together.
Video ads.
Video ads provide you with a lot of valuable information about users’ search behavior, making them a good choice for using at the start of a brand awareness or educational campaign. As you learn more about various behaviors and how users are engaging with your content, you can further refine your strategy across various platforms. While eye-catching, video ads can also be more time-consuming to create and maintain.
Local ads.
Local ads target users in a specific geographic area, which typically translates to a smaller, more concentrated audience. With these ads, businesses can target specific actions such as placing online orders, calling a business or getting driving directions, as well as monitoring foot traffic. Local ads are often a strong fit for established brands or familiar industries such as restaurants and retail, and can be used to generate high ROI conversions.
Remarketing.
Ever felt like an ad is following you around the internet? That’s likely a remarketing ad. These ad types use data collected during a previous campaign to remarket messaging to users who have previously engaged with your content. Remarketing ads are a visual reminder, keeping your brand top of mind for users and encouraging them to take a desired action.
Social media ads.
With 74% of shoppers researching products on social media before making a purchase4, social media ads are a powerful tool for direct-to-consumer and business-to-consumer brands. While these ads offer flexibility and can be relatively cost effective, they have relatively limited insights and can be difficult to target businesses through Meta. Platforms like LinkedIn, Pinterest and YouTube offer a variety of native tools that can be used to drive engagement with specific audiences, depending on where your target audience spends time online.
Before allocating resources to a social media ad campaign, it’s essential to understand where your audience spends its time — and how they engage with content on those platforms.
Instagram.
Instagram, which is part of Meta’s ad suite, is a popular choice for business-to-consumer and direct-to-consumer businesses. As a visual-first platform, video, photography and graphic elements help with brand education and driving sales — especially through the use of direct product shop links. However, the demographic reach for Instagram is relatively limited, with most users being under 50 years of age.
Facebook.
On the other hand, Facebook — also part of Meta’s ad suite — has a broader demographic range that engages with ads in a variety of ways, including Messenger, Stories and the in-platform newsfeed. The ads are integrated into users’ experiences more organically, which can help build trust. However, Facebook controls the view and advertisers do not have access to specific data sets or audiences, which can make it difficult to refine audience segments.
LinkedIn.
LinkedIn’s native tools are designed for targeting audiences by industry or profession, which makes this a good platform for brand awareness and engagement campaigns. However, it’s important to be flexible with audience segments, taking advantage of the platform’s built-in automation tools to guide the ads to potential customers and brand advocates.
Pinterest.
As a primarily visual platform, Pinterest is ideal for aesthetically pleasing photos and videos — especially content that can be repurposed or “pinned” for inspiration such as recipes, home décor or DIY projects. Advertising on this platform is akin to casting a wide net. While it can be difficult to zero in on the exact target audience you have in mind, there is opportunity to reach a large number of potential customers who are interested in your brand’s industry or niche.
YouTube.
Advertising on YouTube can help you better understand your target audience’s online behaviors. The platform shares a good amount of data about users’ search behavior, which provides insight into how users find your business online. The platform can also help you reach a large audience — however, on the flip side, it can also lead to ad fatigue when repeatedly served up to the same users. It can also be challenging to ensure your ads appear on content that aligns specifically with your brand’s mission or values.
Digital marketing campaigns continue to evolve over time, and you have the opportunity to continue finetuning them as you learn more about your audience members. As part of an integrated multi-channel marketing strategy, digital ads play an important role in keeping your brand top of mind, improving authority and brand recognition, and driving digital conversions. Talk to our digital marketing experts about crafting a marketing campaign designed around your business’ goals.
With the 2024 Summer Olympics just around the corner, it’s time to delve into the history of Olympic advertising strategies and uncover the marketing magic behind this colossal event. Let’s explore how the Olympics have evolved into a masterclass in branding and what businesses can learn from these timeless strategies.
The Evolution of Olympic Advertising
The history of Olympic advertising showcases a remarkable journey from simple sponsorships to cutting-edge digital campaigns that captivate a global audience. Here’s how it started:
Early Beginnings: The First Modern Olympics
The inaugural modern Olympics in 1896 had little to no advertising. The focus was purely on the competition. As the Olympics grew in popularity, so did the marketing opportunities.
The Emergence of Sponsorships
The 1928 Summer Olympics in Amsterdam marked the beginning of corporate sponsorships, with Coca-Cola being one of the first major brands to partner with the Olympics. This collaboration set the stage for future advertising endeavors, demonstrating the potential for brands to reach a global audience.
The Television Era
The 1960 Rome Olympics were the first to be broadcast live on television, revolutionizing how people experienced the games. This new medium provided brands with unprecedented access to millions of viewers worldwide. The television era paved the way for iconic Olympic commercials and sponsorship deals.
The Digital Age
The 2000 Sydney Olympics introduced the world to the digital age of Olympic marketing. With the advent of the internet, brands could engage with audiences through online platforms, creating interactive campaigns and real-time updates.
The 2024 Summer Olympics: What’s New?
The Summer Olympics are not just a global sporting event; they are a marketing spectacle that captures the world’s attention.
Sustainability and Inclusivity – The 2024 Summer Olympics in Paris are set to emphasize sustainability and inclusivity. Brands aligning with these values can create campaigns that resonate with the audience’s growing concern for social and environmental issues.
Technological Innovations – Expect to see cutting-edge technology integrated into marketing campaigns, from augmented reality experiences to AI-driven personalized content. The 2024 Olympics will be a showcase of how technology can enhance audience engagement.
Localized Campaigns – With the rise of local content consumption, brands are tailoring their campaigns to specific regions, ensuring cultural relevance and deeper connections with local audiences.
Key Marketing Strategies of the Olympics
You have to appreciate how the Olympics manage to get the whole world glued to their screens every couple of years. But what exactly is their marketing team doing to achieve this? Let’s take a look.
Leveraging Global Reach
The Olympics are watched by billions of people worldwide, making them a prime opportunity for brands to showcase their products on a global stage. Brands leverage this reach to create memorable campaigns that resonate with diverse audiences.
Storytelling and Emotion
Olympic advertising often focuses on storytelling, highlighting the journeys of athletes and the spirit of competition. This emotional appeal fosters a connection between the audience and the brand, creating lasting impressions.
Multi-Platform Campaigns
Modern advertising strategies utilize multiple platforms, including television, social media, and digital content, to create integrated marketing campaigns. This multi-platform approach ensures that the message reaches the audience wherever they are.
Ambush Marketing
While official sponsors have exclusive rights, other brands often engage in ambush marketing to associate themselves with the Olympics without being official sponsors. This tactic requires creativity and careful execution to avoid legal repercussions while still capturing the audience’s attention.
Lessons for Your Business
Build a Strong Narrative – Just like Olympic advertisers, your business can benefit from storytelling. Create a compelling narrative that connects with your audience on an emotional level.
Embrace Multi-Platform Strategies – Utilize various platforms to reach your audience. Consistent messaging across TV, social media, and digital content can amplify your brand’s presence.
Stay Relevant and Authentic – Align your marketing strategies with current trends and values, such as sustainability and inclusivity. Authenticity in your messaging can build trust and loyalty among your customers.
Ready to Elevate Your Marketing Game?
Inspired by the Olympic marketing strategies? At MARION, we bring the same level of creativity and execution to help your business shine. Let’s create a gold-medal-worthy marketing campaign together. Contact us today to get started!
Outshine the competition, gain market share and make a name for yourself. A strong brand and marketing strategy helps your B2B business do all three — and then some. Especially when roughly 90% of business decision makers ignore cold outreach, having a solid multi-faceted marketing strategy can open the door to new connections. B2B marketing, or business-to-business marketing, is unique…
As we dive into the hot summer of 2024, Hollywood is back with a lineup of highly anticipated movies, each with an incredible marketing campaign. From huge billboards in Times Square to eye-catching trailers all over social media, these blockbuster marketing strategies are all about capturing attention and building hype.
Summer 2024 Blockbuster Lineup
Summer 2024 is bursting with blockbuster movies that are sure to captivate audiences and inspire marketers alike. From the post-apocalyptic landscape of “Furiosa: A Mad Max Saga” to the genre-bending comedy “Hit Man,” there’s a diverse array of films showcasing creative marketing strategies.
“A Quiet Place: Day One,” a prequel helmed by Michael Sarnoski, expands on the alien invasion narrative with new characters played by Lupita Nyong’o and Joseph Quinn. Horror fans can look forward to “MaXXXine,” the thrilling conclusion to Ti West’s trilogy, while romance takes to the stars in “Fly Me to the Moon,” starring Scarlett Johansson and Channing Tatum. “Twisters,” directed by Lee Isaac Chung, revisits the storm-chasing genre with a fresh cast and cutting-edge visual effects.
All of these films’ marketing campaigns offer valuable lessons in building anticipation, leveraging multi-channel strategies, and creating compelling narratives that resonate with audiences.
The Power of Teasers and Trailers – Take notes from how studios strategically release trailers months in advance, carefully selecting scenes to evoke emotion and curiosity. For example, the thrilling previews of “A Quiet Place: Day One” have already set the internet abuzz, showcasing just enough to stir excitement without giving too much away. The takeaway? In business, whether you’re launching a new product or service, teasing your audience with compelling previews can generate excitement and anticipation.
Building on Established Brands and Franchises – Sequels and reboots dominate the summer blockbuster landscape, capitalizing on established fan bases and brand recognition. While originality is crucial, there’s value in building on what’s already familiar. Movies like “MaXXXine,” “A Quiet Place: Day One,” and “Twisters” are riding the wave of their predecessors’ success, drawing in audiences who are already invested in these stories.
The Importance of Timing – Timing is everything in blockbuster marketing. Studios meticulously plan release dates to maximize box office potential and minimize competition. For example, “MaXXXine” is being strategically released on July 5th, right after the holiday weekend, to capitalize on audiences looking for post-celebration entertainment.
Marketing Lessons from This Year’s Biggest Movies
As we marvel at the spectacle of summer 2024 blockbusters, there’s much to learn from the strategic brilliance behind their marketing campaigns. Whether you’re a small startup or an established enterprise, the principles of effective marketing—building anticipation, leveraging digital platforms, creating immersive experiences, and capitalizing on brand loyalty—are universal.
So, as you plan your next marketing campaign, take a page from Hollywood’s playbook. Think big, engage creatively, and remember that the journey from anticipation to satisfaction is what keeps audiences—and customers—coming back for more.
1. The Power of Anticipation
Build buzz early. Movie studios begin marketing their blockbusters months, sometimes even years, before their release dates. Teaser trailers, social media hints, and behind-the-scenes looks create anticipation and excitement.
Lesson for Your Business: Start your marketing campaigns early. Whether it’s a new product launch or an upcoming event, build anticipation with sneak peeks, teasers, and early announcements. Use social media, email newsletters, and blog posts to keep your audience engaged and excited.
2. Multi-Channel Marketing
Reach audiences everywhere. Blockbuster movies leverage various channels to reach their audience: TV commercials, PPC ads, influencer partnerships, outdoor billboards, and more.
Lesson for Your Business: Utilize a multi-channel marketing approach to maximize your reach. Combine online and offline marketing tactics. For instance, complement your digital ads with direct mail campaigns or local event sponsorships. The goal is to be where your audience is, across various platforms.
3. Storytelling
Create emotional connections. Movies are all about storytelling, and their social media campaigns often reflect this. Trailers, posters, and promotional content tell a compelling story that resonates with the audience.
Lesson for Your Business: Incorporate storytelling into your marketing efforts. Share customer success stories, the journey behind your products, or the mission of your business. Emotional connections can significantly enhance customer loyalty and engagement.
4. Influencers
Partner with the right people. Celebrity endorsements and influencer partnerships are staples in blockbuster movie marketing. These collaborations help tap into the influencer’s fan base and add credibility to the campaign.
Lesson for Your Business: Identify influencers or local personalities who align with your brand and can help amplify your message. Collaborations can range from social media shoutouts to co-hosted events. Ensure the partnership feels authentic and mutually beneficial.
5. Interactive and Experiential Marketing
Engage your audience. Movie marketing often includes interactive elements like augmented reality (AR) experiences, themed merchandise, and live events. These create memorable experiences that deepen audience engagement.
Lesson for Your Business: Think of ways to make your marketing interactive. Host contests, create AR experiences, or offer exclusive merchandise. Experiential marketing can leave a lasting impression and encourage word-of-mouth referrals.
6. Consistent Branding
Maintain a cohesive look and feel. From posters to trailers, blockbuster movie campaigns maintain consistent branding. This cohesive look and feel help build recognition and trust.
Lesson for Your Business: Ensure consistency in your branding across all marketing materials. Use the same colors, fonts, and messaging in your ads, social media posts, and website. Consistent branding reinforces your identity and makes your business more memorable.
7. Analyzing Data and Feedback
Learn and adapt. Movie studios closely monitor audience reactions and box office performance to refine their marketing strategies for future releases.
Lesson for Your Business: Use analytics tools to track the performance of your integrated marketing campaigns. Pay attention to customer feedback and adjust your strategies accordingly. Continuous improvement based on data and feedback is key to long-term success.
Grow Your Business with MARION Integrated Marketing
So, when you’re gearing up for your next big marketing move with MARION, think bold, get creative, and remember that journey from anticipation to customer delight. Just like a blockbuster captivates audiences, MARION can help captivate yours.
Raised in the era of smartphones and social media, Gen Z is known for its tech-savvy nature and short attention spans. However, there’s a powerful tool that marketers can leverage to capture the attention and loyalty of this generation: nostalgia.
How Nostalgia Can Win Over Gen Z
Nostalgia marketing involves tapping into sentimental feelings and memories from the past to evoke positive emotions and connect with consumers. While one might assume that nostalgia primarily resonates with older generations, it turns out that Gen Z is also susceptible to the allure of nostalgia-driven marketing strategies.
Why Nostalgia Marketing Works
Gen Z may be young, but they have a deep appreciation for cultural references and trends from previous decades. Here’s why nostalgic marketing is effective with Gen Z:
Escape from Digital Overload: Despite being digital natives, Gen Z craves authenticity and genuine experiences. Nostalgia provides a break from the constant bombardment of digital content by invoking familiar and comforting memories.
Emotional Connection: Nostalgia triggers positive emotions associated with past experiences, making brands that use nostalgia more relatable and trustworthy to Gen Z consumers.
Desire for Authenticity: Gen Z values authenticity and sincerity in brands. Nostalgia marketing can help brands convey authenticity by tapping into shared cultural experiences.
Nostalgia Marketing Strategies for Gen Z
Looking for nostalgic marketing strategies tailored for Gen Z? We’ve got you covered.
1. Incorporate Retro Design Elements
Use vintage-inspired visuals, fonts, and color schemes in your branding and advertising. Think ‘90s-inspired graphics or retro video game aesthetics to capture Gen Z’s attention and evoke nostalgic feelings.
2. Resurrect Iconic Brands or Characters
Bring back beloved brands, products, or characters from the past in a fresh and modern way. For example, reviving classic cartoons or iconic snack foods can generate buzz and excitement among Gen Z.
3. Tap into Throwback Trends
Identify popular trends or cultural moments from previous decades and incorporate them into your marketing campaigns. Whether it’s ’80s music, ’90s fashion, or retro gaming, aligning with nostalgic trends can resonate with Gen Z’s appreciation for vintage culture.
Examples of Successful Marketing Campaigns that Leveraged Nostalgia
Check out these incredible examples of successful nostalgia-driven campaigns that captivated audiences and left a lasting impression — these marketers nailed it!
Barbie: “Barbie” Movie Sensation
Barbie, the iconic doll brand, made a nostalgic comeback with the announcement of a live-action Barbie movie starring Margot Robbie. The film aims to reimagine Barbie for a modern audience while paying homage to the nostalgia associated with the beloved toy brand. By capitalizing on the emotional connection that millennials and Gen Z have with Barbie, the movie is poised to generate excitement and engagement among younger audiences.
Everyone remembers the summer of 2016 when the release of “Pokémon GO” took the world by storm. The app appealed to a wide range of players, including Millennials and Gen Z. The augmented reality mobile game allowed players to capture and train Pokémon in real-world locations, tapping into the nostalgia of the original Pokémon games and TV series from the late ’90s and early 2000s. The game’s success demonstrated the enduring appeal of nostalgic content among younger audiences.
McDonald’s: Grimace Revival
McDonald’s recently brought back Grimace, the beloved purple character from its iconic advertising campaigns of the past. By reintroducing Grimace in digital and social media marketing, McDonald’s taps into nostalgia while appealing to Gen Z’s love for retro pop culture.
Discover the Next Generation of Marketing with MARION
Ready to implement nostalgia marketing campaigns that resonate with your audience? MARION is here to help! As a leading digital marketing agency in Houston and Austin, we specialize in creating innovative and impactful campaigns that capture attention and drive results. Ready to connect with consumers through the power of nostalgia?
Contact us today to find out how we can tailor our services to elevate your brand’s presence.
Sales and marketing go together like peanut butter and jelly — or at least they should.
Insights into how to bridge the gap between sales and marketing teams for greater impact.
Aligning your sales and marketing efforts — making sure teams are on the same page, speaking the same language and working toward shared goals — is essential for success. Not only is it important for building trust and improving efficiency, but it impacts the bottom line. It’s estimated that sales-marketing misalignment costs businesses over $1 trillion each year. Yet, as your business grows and your teams get larger, it becomes harder to keep these teams in sync.
Integrated marketing campaigns use a multi-pronged approach to raise brand awareness and connect with your target audience. But marketing campaigns don’t exist in a vacuum. Marketing can drive leads all day, but those leads need to convert to truly move the needle — and that’s where the sales team comes in. In the B2B industry, the average conversion rate is just 3.6 across all industries.2 When sales and marketing are misaligned, that percentage may be even lower, and your company is likely missing out on high-value opportunities. But the good news is that the flipside is true, too. When there’s synergy between these two teams, you’re likely to see a powerful impact on your conversions and growth.
In this article, we’ll take a closer look at how you can bridge the gap between sales and marketing. From brainstorming to sharing milestones, here are a few actionable steps that can help your teams work together.
Speak the same language.
One of the biggest hurdles in getting on the same page? Not speaking the same language. While teams may be talking about similar topics, they may use different terminology or language to mean the same thing. For example, “flysheets” and “one-pagers” may both refer to a single- or double-sided flyer. Or, vice versa, they may use the same vocabulary words to mean different things. For example, “conversions” likely refer to different goals for each team — marketing may use this term to refer to web traffic that completes a specific action like submitting a new business form, while sales may use this term to refer to the number of prospects who sign up for your service.
To get teams to speak the same language — and to truly understand each other — it can be helpful for them to spend time meeting regularly. For example, weekly or bi-weekly huddles can be used as a time to check in and connect, and shadowing sales calls or marketing strategy sessions can provide a firsthand view into the language each team uses day to day.
Crack the corporate lingo code.
It can be easy to get swept up in corporate lingo or industry jargon. But buzzwords and acronyms can make it much more difficult to connect with cross-functional teams. Instead of speaking in what is essentially code, when team members speak plainly using accessible language and take the time to explain acronyms to colleagues who may be unfamiliar with them, it goes a long way in improving communication. Explaining any department-specific acronyms or short-hand phrases will help both teams get on the same page.
Define milestones and metrics.
Another important way to build connection between the team is to define milestones, metrics and even shared goals. Clarifying the key performance indicators (KPIs) used to measure success provides insight into how both teams contribute to the overall goals — and how they can support one another. The teams can work together to strategize ways to achieve the defined KPIs and meet project milestones on a monthly, quarterly or annual basis. Not only does this support internal processes, but it has a major impact on your business’ bottom line. Companies typically see a 27% faster profit growth when sales and marketing teams work toward shared goals.3
Share customer insights.
Sales teams speak to prospective customers — so they understand the concerns and most common questions that arise. Their firsthand knowledge means that they know what terminology is being used by current and prospective customers. The marketing team can, in turn, use these valuable insights to align your company’s marketing initiatives with your ideal customers.
Marketing teams can take this information to address your customer’s specific needs — the challenges they’re encountering day to day, the benefits they’re looking for, what’s holding them back from making a purchase or signing up for your service. These factors can be addressed directly in the marketing materials, providing powerful and persuasive sales tools.
Collaborate on Campaigns.
A lot of strategy, effort and money goes into developing integrated, multi-platform marketing campaigns. But marketing is only one half of the battle. If the sales team is disconnected from the campaign goals, the potential for success diminishes. So rather than operating in silos, marketers can collaborate with the sales team to ensure they are not only informed but also connected with the company’s campaigns.
Brainstorm and idea share.
Marketers can bounce ideas off the sales team to get a better understanding of what might connect with customers. This can take many different forms — from structured meetings to freeform ideas sharing sessions — but, ultimately, the goal remains the same: to brainstorm ways to effectively communicate your value, services and products with your ideal audience.
Marketing and sales teams should work collaboratively to determine which types of content and collateral will help drive sales.
Put the partnership into action.
Once your teams are on the same page, speaking the same language and working towards the same goals, it’s time to put things into motion. Here are some tools that marketers and creative teams can craft to help the sales team close more deals.
Email marketing templates serve as a foundation for nurturing leads and staying top of mind.
Email marketing templates and automations.
Ideal for both cold calls and warm lead nurturing, email marketing templates and automations can be used to connect with prospective customers and keep your company fresh in people’s minds. These are great to send after events, successful sales calls or even to begin a new conversation, freeing up the sales team’s time while still keeping their leads warm.
Sales decks and presentation templates.
Branded presentations are essential for building brand recognition and conveying credibility. Creative teams can design editable templates to serve as the foundation for the sales team, providing flexibility and removing stress.
Sales sheets, one-pagers and flyers are tools designed to help the sales team connect with prospective customers.
One-pagers and fact sheets.
By providing a snapshot of your business’ offerings and benefits, one-pagers, flyers and sales sheets are helpful tools to keep customers engaged and raise top-of-mind awareness. These materials can be created in digital or print formats depending on the team’s needs.
Embracing alignment ultimately lifts both teams up by cultivating strong communication and cross-functional development. Rather than feeling disconnected or siloed as each team works toward its own goals, bringing both teams together allows them to pool resources, gain new insights and share knowledge with each other. What’s more, the numbers show that companies whose sales and marketing teams work in sync with each other are able to increase their revenue by up to three times.3 This clearly shows the power in partnership. When teams work together to amplify each other’s strengths, great things are possible.
Sources:
How Sales and Marketing Alignment Increased Revenue by 34% (Case Study), Super Office
B2B Conversion Rates Explained with Numbers, UpLead
Sales and Marketing Alignment: Stats and Trends for 2023, LXA
The TikTok ban situation in the US involves government concerns about security and privacy, leading to proposed legislation and state-level actions to restrict the app. While TikTok has responded to global bans and made efforts to address concerns, opinions among the public are split right down the middle. As the dust settles, the ultimate fate of the ban remains up in the air.
Impact of the Ban on Marketing Strategies
The looming threat of a TikTok ban presents marketers with many hurdles to overcome, touching every aspect from advertising to audience engagement and influencer collaborations. Here’s how this potential ban could shake up marketing strategies:
Loss of a Major Advertising Platform – TikTok has become a dominant advertising platform, allowing marketers to engage a broad and active audience. If TikTok were to be banned, brands would lose access to this effective channel, prompting them to reconsider ad budgets and shift resources to other platforms.
Shift in Audience Engagement – TikTok’s popularity among Gen Z and millennial demographics means a ban could alter how audiences engage with content. Marketers may need to adjust target demographics and digital content strategies to resonate with audiences on different platforms.
Changes in Content Distribution and Influencer Partnerships – A TikTok ban would disrupt content distribution and influencer collaborations. Brands invested in TikTok marketing campaigns may need to collaborate with influencers on other platforms, while content creators may need to distribute their content across multiple platforms to maintain visibility.
Adapting to the New Landscape
In light of potential TikTok restrictions, marketers must be proactive in adapting their strategies to navigate the evolving digital landscape. Here’s how:
Step 1: Exploring Alternative Platforms
As the saying goes, “don’t put all your eggs in one basket.” In the wake of a TikTok ban, marketers must explore alternative platforms offering similar features and audience demographics. Platforms like Instagram Reels, YouTube Shorts, and Snapchat Spotlight present opportunities for brands to reach and engage with their target audience through short-form video content.
Step 2: Diversifying Social Media Strategy
Reducing reliance on a single platform is key to safeguarding your marketing efforts against potential disruptions. Diversify your social media strategy by expanding your presence across multiple platforms — Facebook, Twitter, LinkedIn, Pinterest, etc.
Step 3: Investing in Content Creation for Emerging Platforms
It’s important for marketers to stay ahead of the curve by investing in content creation for emerging platforms. Keep an eye on emerging trends and platforms that show promise for future growth. Experiment with new formats, engage with early adopters, and test different content strategies to determine what resonates with your audience.
Strategies for Maintaining Audience Engagement
By embracing change and remaining flexible in your approach, you can handle any challenges posed by platform restrictions and continue to connect with your audience in meaningful ways.
Leverage user-generated content on other platforms.
By harnessing the power of user-generated content (UGC), you can maintain authenticity and trust with your audience while expanding your reach beyond TikTok.
Encourage your audience to create and share content related to your brand on platforms like Instagram Reels, YouTube Shorts, or Triller.
Consider running UGC contests or challenges to incentivize participation and keep your brand top of mind.
Focus on community building and engagement.
In the absence of TikTok, prioritize community building and engagement on other accessible platforms. Platforms like Facebook Groups, Discord, or Twitter offer opportunities to foster meaningful connections with your audience.
Create dedicated groups or channels where followers can interact with each other and with your brand.
Host live Q&A sessions, discussions, or virtual events to keep the conversation going and strengthen your relationship with your community.
Remember to listen to your audience’s feedback and adapt your content strategy accordingly.
Utilize cross-platform promotions.
You can also maximize your content’s visibility by implementing cross-platform promotions across your social media channels.
Share your brand’s content on alternative platforms like Twitter, Facebook, or LinkedIn to drive traffic and engagement.
Tailor your promotional efforts to fit each platform’s audience and format, ensuring that your content resonates with the specific demographics and preferences of each platform’s user base.
The Takeaway
The possibility of a TikTok ban presents a unique challenge for marketers — but it’s also an opportunity to demonstrate agility and innovation in your digital marketing strategy. As the social media world continues to evolve, we as marketers must remain informed and proactive in response to changes.
So, follow relevant hashtags, set up Google alerts, and stay up-to-date with industry news to ensure you’re equipped with the latest information. Keep an open mind, experiment with new strategies, and don’t be afraid to think outside the box!
Keep Your Brand’s Momentum Going with MARION
Don’t let this potential TikTok ban derail your marketing efforts. Stay agile, stay informed, and stay ahead of the curve to ensure your marketing efforts remain effective in an ever-changing digital landscape — partner with MARION to explore alternative platforms and maintain audience engagement. Reach out to us now to discuss your strategy.
Email Marketing Strategy Is Not Dead — Contrary to What You Might Have Heard.
Rumor has it that email marketing is not as effective as it once was. There are too many emails, too many businesses vying for space in your inbox, and too few ways to really make emails break through the static. So, is email marketing dead? The short answer? Heck no.
Email marketing strategy is still alive and well. Strike that. It’s alive and thriving! How can you argue with statistics like, 77% of marketers saw an increase in email engagement in 20231; or email marketing revenue is estimated to reach just shy of 12.5 billion in 20242; or 87% of brands say email marketing is critical to their success3?
The answer is: you can’t. So, here’s how your business can benefit from email marketing plus a few more ways your email marketing can be more effective and cut through the clutter.
Top five email marketing benefits for your business.
If you’re in the camp that says email marketing is pointless, you may want to think again. There are many ways email marketing adds value to your business, from increasing customer engagement to generating website traffic.
1. Connect with your audience.
Typically, segmented lists drive more opens and click-throughs because the content—from the subject line to the call-to-action — can be tailored to a specific audience subset. Personalized content is also highly important in 2024, as you may recall from our 2024 market trends article. Content is so important because people are absolutely inundated with information. Hyper-personalizing what you distribute and targeting to a segmented list means you can connect with your audience in a meaningful way.
2. Generate website traffic.
Sure, you can post on social media or use other means to drive traffic. But when it comes to email marketing in 2024, most are reading your communication on their phone. And what’s easier than using your fingertip to click a button or link via your inbox? For an on-the-go audience, email marketing reaches them anywhere — which means they are just one click from your website at any time.
3. Optimize marketing costs.
Traditional print or direct marketing campaigns can often be budget breakers, and digital advertising costs add up quickly when bidding against competitors. With email marketing, you have an engaged audience of potential customers who want to get information from your company. There’s no battling against the masses to get noticed. Plus, email marketing services typically base pricing on email list size, making it much more cost-effective to send multiple campaigns at a fraction of the cost of other mediums (yay frequency!).
4. Seize the moment.
Reaching people at the right time is half the battle. Email marketing platforms offer lots of features so you’re able to explore data, as well as time your emails to reach each segment (by location, open rate and so on) at exactly the right moment, making your business always top-of-mind.
5. Provide value to your customers.
When your business shares worthwhile content like industry news, promotions and deals and educational content, you begin to cultivate a loyal customer base. When they start to expect helpful, thoughtful content that resonates, your audience will be more willing to pay attention to your emails — even the salesy ones that will increase your ROI.
Email marketing is still a solid strategy that benefits businesses trying to communicate and engage with their audience on a regular basis.
2024 email marketing trends that will shape your marketing strategy.
The future of email marketing is still bright — although there are trends that are reshaping how individuals engage with email content. There is an email marketing transformation happening that prioritizes dynamic content to create a true experience for the recipient. So, how can you create a mini moment? Here are a few takeaway tips:
Embedding features like polls and surveys to increase interaction
Utilizing rich media to make content more visually appealing
Gamifying content like spin-to-win adds fun elements
Interactive call-to-actions that change or animate to be more eye-catching
Making email marketing mobile-friendly should be a priority.
As the data shows, most emails are opened from mobile devices. That means designing and programming for mobile users is key. We’ve all received an email where the margins are wonky and the text overflows or the images takeover the content we’re trying to consume. Getting on board with mobile-friendly email marketing is key to engagement. Consider these tips on your next email campaign:
Responsive design to fit the screen of various devices
Touch-friendly features so your audience has the ease of finger-clicking
Content that is brief but resonates — and clicks through to a longer version
Get in with a team that can deploy solid email marketing strategy FOR your business today
We’ve got the trends down—and the experience to know what to leverage and when. Let the Design At Work team plan the right combination so your business sees the benefits of email marketing. Contact us to get started on your refreshed email marketing strategy.
With its widespread popularity and huge fan base, it’s no surprise that March Madness presents a prime opportunity for companies to connect with consumers on a personal level and drive meaningful engagement. In this blog, we’ll share insights into why March Madness is a fantastic business opportunity and provide examples of successful marketing campaigns to inspire your own strategies.
Why March Madness Matters
To some, March Madness is just about basketball. But to marketers, it’s a once-a-year phenomenon that captivates the eyes of millions of prospects across the country.
According to statistics, the NCAA generated nearly $1.3 billion in revenue for 2022-23 alone, underscoring its significance as a marketing powerhouse.
Examples of Successful March Madness Marketing Campaigns
Buffalo Wild Wings
The popular sports bar chain launched its “B-Dubs Bracket Challenge,” inviting customers to predict tournament outcomes for a chance to win prizes. This campaign not only drove foot traffic to Buffalo Wild Wings locations but also increased brand engagement online.
The financial services company has become synonymous with March Madness through its sponsorship of the Capital One NCAA March Madness Bracket Challenge. By offering cash prizes and exclusive experiences, Capital One successfully capitalized on the tournament’s excitement to promote its brand.
Coca-Cola
Coca-Cola® Zero Sugar launched the “Debate the Goatness” campaign during NCAA March Madness. The campaign encouraged basketball fans to debate who they believed was the greatest of all time (GOAT) player in college basketball history while enjoying a Coca-Cola Zero Sugar. Fans were encouraged to share their opinions on social media using the hashtag #DebateTheGOATness, sparking lively discussions and engaging with the tournament’s excitement. This social media campaign effectively integrated Coca-Cola Zero Sugar into the March Madness conversation while leveraging the passion of basketball fans to drive brand engagement and awareness.
Ideas for Capitalizing on March Madness
Themed Promotions: Create March Madness-themed promotions or discounts tied to game outcomes, halftime scores, or buzzer-beaters to incentivize customer participation.
Host Viewing Parties: Organize viewing parties at your business location or partner with local venues to create a festive atmosphere where fans can gather to watch games together. Virtual viewing parties are an option as well!
Bracket Contests: Launch a bracket challenge for customers, employees, or social media followers, offering prizes for accurate predictions or creative entries.
Social Media Engagement: Hop on your social media platforms to share behind-the-scenes content, live updates, and interactive polls related to March Madness, encouraging fans to join the conversation.
Collaborate with Influencers: Partner with sports influencers or local personalities to promote your brand during March Madness, leveraging their reach and credibility to connect with a broader audience.
March Madness presents many opportunities for businesses to showcase their creativity, engage with customers, and drive sales. By drawing inspiration from successful campaigns and implementing innovative strategies tailored to their target audience, brands can capitalize on the excitement surrounding the tournament and elevate their marketing efforts to new heights.
Win the Marketing Game with MARION
Ready to score big with your marketing campaigns in Texas? Let MARION be your strategic partner in reaching your marketing goals and objectives. From creative campaigns to comprehensive digital marketing solutions, we have the expertise and resources to help your brand stand out in the competitive landscape.
