Mediaboss Marketing

The Bud Light executive attempting to move the alcohol brand away from its 'fratty' image has appeared in old photos downing beer at a Harvard 'boozefest.'

Alissa Heinerscheid, vice president of marketing for Budweiser, is seen in a series of leaked photos from 2005 at a Harvard social club event blowing up condoms and chugging bottles of lager.

The photos come straight fromHeinerscheid's Facebook, under the album 'Isis Senior Reverse Initiation Scavenger Hunt,' before the business executive later deleted them.

The scavenger hunt appeared to be a part of the college's Isis club - which was created to be a safe haven for women. But the event, which was held to discuss 'the exploration of the scrotum professors,' was extended to men. The club was referred to as a 'haven of inebriated ditzes' by the school newspaper.

Several people were quick to call out the executive's hypocrisy after she said on a March 30 podcast that she wanted the Bud Light brand to move away from a fratty image and detract 'young drinkers.'

Heinerscheid, who is 39, would've been around 21-years-old when the photos were taken.

The executive, who was the president of the club in 2006, has been in hot water ever since Bud Light partnered with transgender Dylan Mulvaney for their latest campaign.

On last month's Make Yourself at Home podcast, the Harvard graduate stated that it was essential that the brand attract more female and younger drinkers because otherwise 'there will be no future for Bud Light.

She said that shewas convinced Bud Light must incorporate 'inclusivity, it means shifting the tone, it means having a campaign that's truly inclusive, and feels lighter and brighter and different, and appeals to women and to men.'

Heinerscheid claimed she had a 'super clear' mandate to 'to evolve and elevate this incredibly iconic brand.' She criticized Bud Light's former marketing strategy as dated and male-focused.

'We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out of touch humor, and it was really important that we had another approach,' the Wharton graduate argued.

Heinerscheid gave her expertise just three days before a furious backlash was unleashed wheninfluencer Mulvaney released the Bud Light promotional on her Instagram page.

Mulvaney's April 2 Instagram post included her drinking a beer with her face printed on the can and lying in a bathtub knocking back Bud.

The decision to work with Mulvaney angered many loyal customers, including country singer Travis Tritt, who made the decision to remove all of the products from his tour bus and Kid Rock, who shot at several cases of Bud Light.

A spokesman for the firm which makes Bud Light said: 'Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics.

'From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.'

Although Heinerscheid says the Bud Light brand is on the wane, it remains the flagship beer of parent companyAnheuser-Busch InBev.

The Belgian multinational, the world's largest brewer, saw its profits rise above expectations to more than 7 percent in the last quarter of 2023.

It reported last month its core profit - earnings before interest, tax, depreciation and amortisation - was$4.95 billion.

Heinerscheid previously worked as a marketing guru at AB InBev before moving to take the helm as Bud Light's vice president in July last year.

Her LinkedIn profile proudly states that she is the 'first female to lead the largest beer brand in the industry.'

The beer executive was educated at the $60,000-per-year Groton School inMassachusetts before going on to Harvard where she studied English literature and then business school at Wharton where she took a master's degree in marketing.

Bud Light is reeling from its controversial marketing strategy and has not posted on its official Twitter account for more than a week- prompting speculation there has been an internal shakeup as a result of the botched advertising campaign.

Given that the partnership with Mulvaney was unveiled during March Madness, the annual NCAA basketball tournament, it's notable that the brewer did not at all tweet during the University of Connecticut's victory over San Diego State in the championship game on April 3.

Read more here:
Out-of-touch Bud Light exec is seen in new pics downing beers at wild Harvard party - Daily Mail

Island Park Elementary second grade student Sri Vadlamannati took home three awards at the recent 2023 Washington State Science and Engineering Fair.

Sri notched first place in the physics category for her project titled Experimental Analysis of Blood Viscosity and Artery Size in Blood Flow and Cardiovascular Health, which was awarded the Best of Grade award across all categories. She also received a special award in the health and fitness category.

While working on her project, which measures the impact of narrower arteries and thicker blood on the rate of blood flow, she used glycerine and water to simulate blood, developed an experimental setup with various sized tubes, and conducted the experiments and recorded results.

School district recognizes religious and cultural celebrations

In a recent letter to the school community, Superintendent Fred Rundle said that during April the school district will recognize a host of religious and cultural celebrations.

They are: Autism Awareness Month, Passover (April 5-13), Good Friday and Easter (April 7 and 9), Yom HaShoah Holocaust Remembrance Day (April 18), Eid al-Fitr, Muslim holiday marking the end of Ramadan (April 20-21) and Earth Day (April 22).

Island Space social marketing campaign comes to MIHS

Also this month, the Mercer Island Healthy Youth Initiative and Mercer Island Youth and Family Services are unveiling Island Space, a social marketing campaign aimed at improving student mental health and decreasing their substance use, at Mercer Island High School (MIHS).

The Lunch Jam kickoff event will take place during the MIHS lunch hour from 11 a.m. to noon on April 19. Depending on the weather, the event will occur either outside in the MIHS amphitheater or in the MIHS Commons.

The good news is that MOST Mercer Island youth do not use alcohol or other substances; however, the MIHS 2022 Healthy Youth Survey results indicate that Mercer Island students who do use alcohol are more likely than most Washington youth to binge drink, the campaign document reads.

Based on the surveys findings, the campaign messages will include: Understanding the impact of alcohol and other drug use on teens; increasing healthy skills to address the pressure around perfection and performance; encouraging peer-to-peer conversations and interventions around alcohol and other drug use; and evolving the definition of success.

MI Culture Night on tap for April 23

The MIHS Leadership class is planning a Mercer Island Culture Night from 6-8 p.m. on April 23 in the MIHS Commons. There will be booths set up in the Commons celebrating the diverse cultures at MIHS.

Breakfast of Champions set for April 25

The Mercer Island Schools Foundation will present its fundraising Breakfast of Champions from 7:30-8:30 a.m. on April 25 in the MIHS gymnasium. The spirited event will focus on celebrating the wonderful things happening within our schools, reads the sites page.

To register, visit https://mercerislandschoolsfoundation.com/events/breakfast-champions-2023/

Read more from the original source:
Island Park Elementary student shines at state science and ... - Mercer Island Reporter

With this version of never have I ever, instead of taking a sip of your drink of choice, we will provide you with a solution to how you can do these things.

Personally I prefer it when someone gives me a solution to my problems because honestly I just don't have the time to think of how to fix it myself.

As a marketer, it is essential for you to be on top of the game regarding what people are saying about your brand and where do people go when they are unhappy about something? Social media.

And by actively listening, you are able to answer anyone asking questions about your brand. And I mean you want them to get an answer directly from the source.

Any great marketer knows that nurturing a relationship is extremely valuable to your brand, and being noticed by one is better than fading into the background.

If you haven't tried this and you are keen to try it then check out amaSocial.

Well, a competitor analysis will assist you in identifying key players in your industry and checking out their different marketing strategies. And by having this information you can use it as a point of comparison in identifying your brand / company's strengths and weaknesses relative to your competitors.

And if you have not done a competitive analysis then you should definitely check out Brand benchmarking.

A media directory gives you a list of contacts within the media world such as publishers and editors, at the palm of your hands. Saving you time and effort in sourcing valuable contacts yourself.

Having these contacts can help you choose the media outlets that you should use for your marketing campaigns.

So if you haven't made use of one yet then check out Target Media Directory.

To be an influencer they need to work extremely hard to make their voice valuable in the wild and wide world of the web. They have a unique voice and their audience trusts their opinion.

As a marketer, it's important to try and make sure that your brand is seen by the right people, and by finding the perfect influencer you can rest assured that that is exactly what will happen.

Now finding the right influencer can be a challenge and if you want to find the perfect one for you, without all the hassle then check out Influencer partnerships.

Did you have fun playing our little game? What else do you think marketers should try? Let us know in the comments section below.

Marketing Never have I ever Social listening Competitor analysis Media directory Influencer Influencer marketing New marketing strategies Marketing ideas Marketers

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Never have I ever a marketing edition - Media Update

Giftspiration for all the Social Media Moms in Your Life!

BATAVIA, N.Y., April 13, 2023 /PRNewswire/ -This Mother's Day (or should we say Mother's dAI) at Showcase is supercharged by ChatGPT along with the human touch! No stranger to AI technology, the North American specialty retailer has been using these sophisticated tech tools for over a decade, monitoring trends and delivering them to store shelves in real-time. In addition to creating a Mother's Day 2023 gift list, Showcase is also using AI in all of its Mother's Day marketing activities. From signage and design to products, packaging and promotional materials, AI's digital fingerprints are everywhere.

"Contrary to public perception, AI should be considered another member of an organization's team, not a replacement," said Samir Kulkarni, CEO, Showcase. "AI is a powerful tool that is here to stay. It will elevate and empower our employees' creativity, productivity and agility and Showcase is leaning in 100 per cent, starting with Mother's Day."

The ultimate shopping destination for the latest trending products on social media, Showcase has simplified the Mother's Day shopping experience for its customers. Leveraging the power of ChatGPT, combined with the human expertise of its trendspotting team, Showcase has assembled a carefully curated gift list for all the types of social media moms in your life: the trendy TikTok mom, the fashion-forward Instagram mom, the artistic Pinterest mom, the oversharing Facebook mom, and the wellness-seeking Digital Detox mom.

Items will be available at all 41 US Showcase trend stores and online.

TIKTOK MOM She has the pulse on what's hot 24/7Hot Ones Last Dab Hot Sauce Trio-The ultimate collection of fiery and flavorful sauces to spice up the Queen of the kitchen's favorite dishes!Trendy Treasure Freeze Dried Mystery Box- Enjoy an unexpected cornucopia of freeze-dried confections in assorted flavors.Mr. Beast: Feastables | Assorted Chocolate Bars- A guilt and gluten-free indulgence that's the perfect delicious treat.

INSTAGRAM MOM Fun & fashion forward!Graphic Tees- Channel your inner rock star with cool graphic t-shirts like Britney and Bowie.Bubble Shhhandals- Upgrade your shoe game with massaging bubble slides designed for style and comfort!Blinger Glam Styling Tool- The tool that allows you to bling almost anything: hair, clothing, accessories and more.

PINTEREST MOM It's all about the DIY!Reverse Coloring Book- Unleash your inner artist with pre-shaded illustrations to spark creativity!SandiScenes Flippable 3D Moving Sand LED Table Lamp- Flip the frame and each rotation provides you with a mesmerizing new scene.Crystal Suncatcher Pendulums- Handcrafted with love, featuring a mesmerizing fusion of tumbled stones and crystal glass pendants.

FACEBOOK MOM She loves to share!Tapple- The fast-paced, award-winning word game that's taking social media by storm.ProKitchen Chopkly- This 4-in-1 handheld electric food processor does it all: chop, slice, mince, and peel, plus it's self-cleaning, making food prep quick and effortless.ProKitchen Squeezur | Instant Slushie Maker Cup Transform your drink into a slushy treat in just minutes. No mess, no fuss, just pure enjoyment.

DIGITAL DETOX MOMTakes a break to unplug & unwind!Cartoon Cow Plush Slippers - Warm, cozy, and perfect for relaxing and lounging around the house.Contour Swan Body Pillow- The secret weapon for a good night's sleep!Esencia Volcanic Aroma Diffuser- Combines LED lights and continuous mist to generate a realistic flame and healing jellyfish smoke ring effect.

For a full list of Mother's Day gift ideas, visit Mother's Day Gift Guide 2023.

Showcase carries all the latest social media trends: the hashtag #ShowcaseMadeMeBuyIt currently has over 165M views on TikTok and is growing.

To stay up to date on the latest Showcase news and trends, visit ShopAtShowcase.com orfollow @ShopAtShowcase through any of our social channels on TikTok, Facebook, and Instagram.

ABOUT SHOWCASEFounded in 1994, Showcase is the Home of the Hottest Trends, and the world's largest retailer of its kind. With 150 trend stores in North America's best shopping centers, Showcase offers the most fun, interactive, new, and unique products ever - all in a retail environment where you can "try it before you buy it." We call it retail-tainment! With 109 Canadian and 41 US trend stores, Showcase continues to cement the company's position as a global leader in interactive retail and lifestyle trends. To learn more, visit ShopAtShowcase.com.

SOURCE Showcase

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This Mother's Day (or should we say Mother's dAI) at Showcase is ... - PR Newswire

TikTok has shared some new advice on how brands can maximize their messaging by linking into both related and unrelated communities, helping to maximize brand recognition among users in new ways.

The idea is that by aligning your marketing messaging with each community, you can establish relevant connections with members but you shouldnt only restrict your brand to the groupings most directly aligned with your business.

eBay, for example, has connected with sneakerheads via TikTok, by creating specifically targeted content intended for this community.

As you can see in this example, eBay conducted a #SneakerShowdown campaign during March Madness, which leveraged voting stickers to help expand its reach among the sneakerhead community.

Of course, collectors are fairly closely aligned with eBay to begin with, so this isnt a huge departure from its most obvious brand community. But the idea is that businesses can expand their reach by linking into a broader range of groups in the app, and creating content that specifically appeals to each.

So how do you do it?

TikTok says that brands first need to identify subcultures in the app and familiarize themselves with those that may be relevant.

As per TikTok:

Embrace communities and their subculturesthats where true inspiration lives. 76% of users say they like it when brands are a part of special interest groups on TikTok.

TikTok says that brands can use its Keyword Insights Tool to identify relevant crossover communities, by digging into the top keywords in your industry, and exploring where else they might apply.

By scanning through the examples, youll be able to find expanded topics of interest, which could help in guiding you towards relevant communities that you hadnt previously considered, providing more direction for your outreach.

TikTok says that brands should consider the Stay and Play framework for these unconnected communities.

Brands would Stay in the most obvious communities for their brand, but Play in the less obvious ones, experimenting with new ways to reach and connect with these groups.

TikTok provides this example of the framework for a luxury retail brand.

By leveraging different aspects and presentation styles, this approach can help to showcase your brand and offerings to a wider audience in the app.

Once youve identified these secondary communities, you can then research what resonates within each, and build content that aligns with their interests.

TikTok also advises that brands should employ these tips when creating in the app for all communities.

From there, you can create content for these extended interest groups.

Experiment with new content formats that TikTok users embrace and are familiar with, like Photo Modeor street interviews. Some communities favor certain content formats:K-popstans are familiar with the fan edit, while #beautytokloves "get ready with me" (#grwm) vlogs and storytimes. You can also explore templates in CapCut.

These are some handy notes, which could help to expand your TikTok marketing horizons, by linking into relevant, and tangentially-related communities.

The key is understanding what resonates in each, and considering that from your brand perspective. It could be a good way to boost your band messaging you can read TikToks full overview on linking into alternate communities here.

Read more from the original source:
TikTok Shares Tips on How to Boost Brand Exposure by Connecting ... - Social Media Today