Super Bowl 52: Winners and Losers on the Big Stage

What a game! I had no rooting interest on the field this year, so I was happy to enjoy the back-and-forth action that went down to the wire. Congratulations to the Philadelphia Eagles on the franchise’s first championship! Now let’s move on to the competitors who paid big bucks to catch a piece of the action — and the audience’s purchasing power.

Icelandic Vikings on The All-New Ram 1500

Winners

  • The Ram Trucks commercial had it all: natural product integration, a journey to the Super Bowl, a compelling story, great music and a not-so-subtle jab at the home team. It even contained a strong call-to-action (CTA), inviting viewers to watch the full story on its website.
  • “It’s a Tide ad.” A laundry detergent company won the Super Bowl. Tide ran a commercial in every quarter telling viewers how every other ad was actually a Tide ad. Its efforts spilled over to social media, as other brands started to join the conversation, realizing their own ads were actually Tide ads. What’s even better than telling a great story? Other people (and brands) telling your story for you. Plus, Tide’s dominance helped take attention off the ridiculous Tide Pod Challenge, which the company only mentioned on social (smart move).

  • Doritos and Mountain Dew joined forces in the rap battle to end all rap battles. Peter Dinklage (Doritos Blaze) and Morgan Freeman (Mountain Dew Ice) showcased two new products in a joint 60-second spot, inviting viewers to vote for their favorite (#SPITFIRE or #ICECOLD) on social. And vote they did! The two PepsiCo brands won Twitter’s inaugural BrandBowl by driving the highest velocity of most-tweets-per-minute. The spot was entertaining, introduced new products to a receptive audience, integrated well with social and contained a strong CTA. Who did you vote for: #SPITFIRE or #ICECOLD?
  • Wendy’s roasted its main competitor with McDonald’s own website. If you follow the fast food brand on Twitter, its commercial continued the same sassy tone that the brand is known for. Brand voice needs to be consistent across all platforms and marketing vehicles, and Wendy’s is all in. Now millions of Super Bowl viewers know where to go for fresh, never frozen beef — and it’s not the Frozen, er Golden Arches.
  • The NFL had a long and controversial season, but the league was a big winner on Super Bowl Sunday with a thrilling game and epic commercial. Eli Manning and Odell Beckham, Jr. have big plans in Touchdown Celebrations to Come. The league teased the commercial throughout the game, piquing the audience’s interest, and then nailed its moment (just like Eli and OBJ did). This campaign had it all: nostalgia, a big market team, two popular stars, an iconic movie and a reminder there are more touchdowns to come next season, which isn’t that far away.

Iconic FDNY (Fire Dept of New York) Rescue

  • Verizon answered the call by dedicating its Super Bowl spot to first responders. The telecommunications company connected survivors with first responders who saved their lives, so they could say thanks. It was a powerful ad that highlighted often unsung heroes and had a strong connection to the brand. (This is important with any ad to avoid a disconnect with the viewing audience.) Listening to the phone calls between survivors and first responders made us smile, and we join with Verizon in offering #AllOurThanks to first responders everywhere.
  • Budweiser highlighted its corporate responsibility efforts by showcasing its water donation program. The King of Beers has delivered cans of water to areas hit by natural disasters for 30 years and is adding another brewery to its program by the end of 2018. The company’s social platforms carried the message further, inviting visitors to learn more about its program and donate to relief efforts. The initial notes of Stand By You grabbed viewers’ attention and the heart-warming (and timely) message made us feel good, even without its famous Clydesdales. (Don’t worry, the famous Clydesdales did appear in Beer Country online.)

Losers

  • How does a company win and lose in the same game? Ask Ram Trucks. The company’s Icelandic Vikings commercial was a hit, but its Built to Serve ad fell flat — and offended many. We appreciate the brand’s attempt to create a sense of community among its customers and highlighting their call to serve, but using Martin Luther King, Jr.’s speech was not the way to go. The brand’s 2013 Super Bowl commercial utilized Paul Harvey’s So God Made a Farmer speech in a similar format, which made sense — and was a hit with the audience. It’s tempting to try to recreate the past, but that’s a risky proposition, especially when you fail the second time around.
  • Ditto, T-Mobile. The mobile company likes to be seen as disrupting its industry, but missed the mark with its Super Bowl ad, Little Ones. I was surprised when the logo appeared at the end of the commercial and saw no connection to the brand or what it does. (Note the contrast with Verizon’s ad, which utilized its capabilities to do good and won with viewers.)
  • The all-new Chevy Traverse is a well-designed family car, and its commercial does a fantastic job of highlighting that. Unfortunately, this ad has been running for at least a month. Why spend $5 million on a media buy to run regular content?

Honorable Mention

  • Best Continuation of Overall Campaign: Toyota, Good Odds (Mobility for All)
  • Most Improved: Rocket Mortgage by Quicken Loans
  • Target Audience Hit: Avocados from Mexico, #GuacWorld
  • Carried Over Post-Game Momentum: Mucinex, POSTGAME (#SuperSickMonday)

Overall, the ads were as strong as the game. Who was the biggest winner? The audience. Unless we were in a Tide ad too.

Do you agree with our winners, losers and honorable mention?
Who won your Brand Bowl?

I watch the commercials all year-
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

How To Find the Right Influencer For Your Brand

In our last post of 2017, guest blogger Tanya Sen shared Why Influencer Engagement is Important in Digital Marketing. Partnering with an influencer can boost your digital marketing efforts, but you need to put together a plan before diving into a relationship.

How To Find the Right Influencer For Your Brand by Clearly Conveyed Communications

A Partnership Made in Heaven… or Not

The success of your influencer marketing efforts will hinge on who you partner with. Is this individual or group a good fit for your brand? Will your audience — and theirs — believe the influencer uses your product or service? If not, you’re unlikely to see any real return on investment (ROI) from your efforts. The influencer’s posts or ads may draw high engagement due to his or her star power, but it won’t carry over to your brand.

Who Is An Influencer?

When you think of an influencer, you may think celebrity, but that’s not always the case. Especially in B2B marketing, it helps if your influencer has clout or expertise in your area or some type of tie-in. For example, uni-ball® partnered with legendary identity theft expert, Frank Abagnale, to promote the tamper-resistant ink in its pens. Abagnale’s story was told in Catch Me If You Can, and he now works with the FBI to help them catch identity theft criminals.

Micro-Influencers May Deliver A Big Win

When you’re looking for the right influencer to partner with, look closely at your loyal supporters or key personalities in your niche. This person may not have a massive following on social, but you’ve noticed he or she has an active audience interested in what you do — and this micro-influencer’s opinion on the subject. You may have found yourself a partner who can help drive your digital marketing efforts even though he or she has fewer than 10,000 followers and no celebrity status.

“Micro-influencers deliver 60% higher campaign engagement rates; moreover, those campaigns are 6.7 times more efficient per engagement than those with influencers with larger followings.” -Ismael El-Qudsi, MarketingProfs

Look For Star Power In-House

You may find the perfect influencer for your brand in-house. Do any of your employees have a special relationship with your audience? Whether through a memorable personality or exceptional service with a smile, one or more of your employees may be an ideal influencer. In addition, an employee advocacy program can help your employees become more comfortable sharing your content on social and promoting your brand.

“In an average company, only 3% of employees share company-related content, but they are responsible for driving a 30% increase in the content’s total likes, shares, and comments.” -Katie Levinson, LinkedIn

Integration Is Key

Wherever you find an ideal influencer, integration into your brand messaging is key. It’s not enough to pay someone — famous or not — to post about your products and services. The partnership needs to “fit” and feel right to both audiences. Launching a new product or refreshing your brand? Bring in an influencer early on and integrate him or her into your marketing plans. True integration brings authenticity and better results.

Summary

Influencer marketing can drive your digital marketing efforts — and sales — to new heights, but take the time to plan your strategy before jumping into a relationship. Don’t get wooed by a trendy celebrity or hot fad that doesn’t make sense for your brand. Do your research to find the right fit, whether it’s a micro-influencer, employee or thought leader in your field, and remember to integrate your influencer into your marketing efforts and overall brand message to increase your chances of success.

What celebrity/brand partnership works well? Is a bad fit?
Has a micro-influencer helped boost your sales or encouraged you to buy?
What employees influence your purchasing behavior at a company?
What brands do a great job of integrating influencers into their overall marketing efforts?

CCC’s Chief Influencer,
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

Why Influencer Engagement is Important in Digital Marketing

Editor’s Note: We’re excited to welcome Tanya Sen as a contributor to the CCC blog! Enjoy her article below on the importance of influencer engagement in your digital marketing strategy, and learn more about her at the end of the article. If you’d like help with your digital marketing strategy, contact us so we can discuss your needs. Thanks for your support all year long, and have a happy, healthy and prosperous 2018!

social media on a smartphone

To be successful, companies and businesses have to constantly innovate and come up with marketing strategies that will deliver. These days no marketing plan is complete without a digital marketing strategy. The impact of digital marketing in generating brand awareness is tremendous, especially if you can get the right people talking about your brand.

These people are called influencers, and their recommendations and reviews carry a lot of weight with their audience. Influencers are any individual or group who can sway the sentiments of their audience in a certain direction regarding a person, brand, idea, or business.

Here are few ways in which an influencer will be able to boost your digital marketing efforts.

  1. Influencers enable you to reach out to a wide and loyal audience

The biggest advantage of communicating through an influencer is that you reach out to a wide audience. More importantly, this audience follows the content that the influencer puts out. So, if an influencer mentions your brand name, talks about it or retweets or shares your posts, they are amplifying your brand communication.

  1. Influencers help you to build a good network

Influencers help you to build a good network in multiple ways. First, whenever an influencer sends out any content, it generates a lot of conversation and discussion among their followers, which can lead to more brand-building. Not just that, they share or retweet these posts which means that your audience multiplies, increasing your visibility.

Second, through these conversations you can also identify other influential people. They can in turn influence their own audience’s opinion of your brand, resulting in a snowball effect and reaching a wider audience.

  1. Influencers deliver engaging content

In a survey conducted by Vocus and Brian Solis, 62% of the respondents said that they follow an influencer because of the content they create. Quality content is crucial to any marketing campaign. When you collaborate with influencers, they can create unique content to spread the message about your brand or product. And the best part is the audience is much more likely to engage with this content!

  1.  Influencers have established credibility with their audience

Another important factor that contributes to the large following of influencers is credibility. The expertise these individuals hold in a particular field combined with the good relations they maintain with their audience makes them reliable to people. Their opinion of your brand will most likely become the general opinion among their audience. A positive word from an influencer can do wonders for your brand.

  1.   Influencers are up to date with the latest trends and insights in their fields

Influencers are usually aware of the latest trends of the evolving social media platforms. They tend to be among the first to try these new trends, to discover new platforms to reach and engage with their audience. Through them, you too can get acquainted with such new ideas and employ them to interest prospective customers.

 

Author bio

Tanya Sen, Freelance Blogger

Tanya Sen

Tanya Sen quit her well-paying job to follow her dreams and become a writer. She is now creating and managing digital content to build relationships for organizations and individuals. Tanya is an avid traveler, having visited more than 40 countries. She loves to cook and try different cuisines. She now lives in Goa, India.

3 Simple Marketing Tips For Your Next Product Launch

Are you planning a product launch? How is your marketing plan looking? If you’re looking for some tips, then you’ve come to the right place.

We’ve helped startups launch new products over the years, and today I’m going to share three of the most successful methods I’ve seen.

Deadly Sins (Snowglobes), Pure Products USA by See-Ming Lee via CC BY-SA 2.0

Focus on your core

Just for a second, I want you to think about your general fitness and strength. If you are a little out of shape, what’s the one thing you can do to improve it? Strengthening your core is the perfect start, because it affects nearly every other part of your body.

Now let’s apply that analogy to your business. You have to focus on your core audience when planning your new product launch. Talk to them — and only them — in a way which they can relate. Your target audience(s) will give your product launch the momentum it needs to succeed. After the initial excitement, the rest will come to you easier, and you’ll see more sales.

Organize an event

It doesn’t matter whether you are selling a physical product or a service; a launch event can give you the initial boost that you need. Get in touch with your state or city business department and find out if there are any empty premises available.

Look for something striking, perhaps with exposed brickwork or beautiful features. Contact your local steel suppliers to find surplus floor plates for a modern, urban look. They’re good for safety, look fantastic, and can lead people straight into your main sales area. Let the local press know, and invite all your friends, family, and social networks.

Hire a local DJ to set the mood, and a caterer to provide hors d’oeuvres. It’s amazing what a little music and food can do for an event! The bigger buzz you create for your event, the bigger buzz there will be about your product. A launch night is all about adding that extra bit of pizzazz.

Make people an offer they can’t refuse

My final suggestion is to entice people to take action. You should be doing this as early as possible in the process. Advertise your product online, and let people know when they can expect to see it.

Encourage them to sign up by offering them a better deal — 25% off for example — if they give you their email address. Keep in touch with them and offer early access to anyone that wants it. Or you could give away early or exclusive access as a prize to help drum up even more excitement ahead of your launch. Early adopters are always eager to try new products and spread the word to their social circles.

As you get closer to launch day, ramp up their interest with more frequent emails. Don’t overdo it, though. When the big day arrives, relax and enjoy the culmination of your efforts. Best of luck with your new launches, and let us know how your big day goes!

What tip(s) would you add for a successful product launch?

What has been your favorite product launch to date (by you or another brand)?

p.s. Are you planning on launching a new product or service? Let’s discuss a plan to make your big day a success!

Thinking BIG,
Jaime

Let’s chat (about product launches, marketing your services or otherwise):
Facebook logo Twitter logo Instagram logo Pinterest logo LinkedIn logo