Mediaboss Marketing

LAS VEGAS, Aug. 4, 2021 /PRNewswire/ --TheDrop.com is the largest online streetwear marketplace in the U.S. - synchronizing 300+ brands and retail boutiques to give consumers access to exclusive access when a Brand or Boutique drops a new collab or entirecollection, it hits TheDrop.comwithin10 seconds.

The Drop focuses its marketing and merchandising on the 60-100 new apparel and sneaker drops hitting their site every day. TheDrop.com is excited to welcome its first premier athlete to their NIL Athlete Ambassador Program - Brenden Rice, the star Wide Receiver for the University of Colorado and son of NFL legendary Hall of Famer, Jerry Rice. TheDrop.com selected him for his passion for football and his entrepreneurial interest in building his own personal brand.

TheDrop.com is one of the first Fashion/Streetwear companies to complete an endorsement deal with an NCAA athlete, following the landmark June 29th US Supreme Court ruling that permits college athletes to earn income from their Names Images and Likenesses (NIL).

"Success is not inherited, it is earned. It is an exciting time for us as young athletes. I am grateful to partner with TheDrop.com as my first endorsement deal as a NCAA athlete." said Rice "My passion for streetwear combined with mentoring from the leadership team at TheDrop.com on the strategic use of social marketing and the role analytics plays to understand my fan base is invaluable. I look forward to supporting so many diverse creators and designers to strengthen their brands."

"Having Brenden Rice join us as our first NIL endorsement partnership is groundbreaking," said Matt Falcinelli, CEO and co-founder of TheDrop.com. " We are excited to welcome him to TheDrop.com Family and to be able to give him the opportunity to further build his personal brand while benefiting financially, all while rocking the hottest Streetwear brands in the market today."

TheDrop.com recognizes that ALL young athletes and parents give up a lot to compete; and the past practice of limiting athletes at any level from benefiting from their investment is an outdated way of thinking. Other young people in the entertainment field are utilizing social media to benefit financially and there is no reason to exclude athletes.

TheDrop.com - NIL Athlete Ambassador Program

The Drop's Give Back

Athlete Ambassador Program https://thedrop.com/nil-athlete-ambassador-program

Media Conatct Michael Glovaski Glo [emailprotected]- Ph - 917 -213-4473

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TheDrop.com Announces First NIL Endorsement Deal with Brenden Rice, a Star Wide Receiver at the University of Colorado - PRNewswire

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Mumbai (Maharashtra) [India], August 7 (ANI/PNN): Indian Oil Corporation (IOC), in league with Humsafar India and Okara Fuelogics, has started providing doorstep delivery of diesel in Mumbai with their state-of-the-art app FUEL HUMSAFAR.

Humsafar is an app-based Doorstep Diesel Delivery Service Provider providing Doorstep Diesel Delivery Services to farmers, housing societies, hotels, hospitals, malls, construction sites, industries, banquets, and other bulk diesel buyers. OkaraFuelogics is a newly formed company by Okara Group a leading transport and logistics company. Together the two companies aim to launch doorstep diesel delivery services in various cities of Maharashtra, including Mumbai, Pune, Nagpur, Thane, Nashik, Aurangabad, Navi Mumbai, Solapur, and many other cities of the state.

The main aim of launching this service in Mumbai, Navi Mumbai, Thane, Wadala, JNPT, Panvel and Bhiwandi is to ease the lives of the end consumers without the hassles of diesel procurement. The government approved the doorstep diesel delivery system and is the new age concept of effective distribution of diesel. It allows fuel start-ups to maintain quality and create the availability of fuel for the consumers. The system will hugely benefit the agricultural sector, hospitals, housing societies, heavy machinery facilities, mobile towers and much more, said Mr. Rajesh Singh, chief General Manager Maharashtra State office, Indian Oil Corporation.

Earlier, the efficient energy distribution infrastructure was lacking. The bulk consumers of the diesel had to procure it from retail outlets in barrels which used to cause a lot of spillages and dead mileage in every procurement. The introduction of doorstep diesel delivery will solve many such problems, and it will provide diesel to bulk consumers in the most legal manner, said Mr Singh.

Under the strategic partnership, Humsafar has received an order of 100 automated mobile fuel dispensing bowsers for Okara Fuelogics for Diesel Delivery. As part of their strategic alliance, Humsafar will be providing technical and digital support to the new venture. Okara Fuelogics will provide doorstep diesel delivery services to farmers, housing societies, hotels, hospitals, malls, construction sites, industries, banquets, and other bulk diesel buyers in various major cities of Maharashtra.

The Okara Group, founded by Ramandeep Singh and Meharban Singh, has a vast transportation and logistics network throughout North and West India. Under their new venture, OkaraFuelogics Pvt. Ltd, the company is all set to offer doorstep diesel delivery services starting with the state of Maharashtra.

Speaking about this, Zoravar Singh, Director and Co-founder of OkaraFuelogics, said, Okara Group has now launched OkaraFuelogics Pvt. Ltd.

With this, we have diversified and made our much-awaited entry into petroleum retailing. The newly launched company would bring the advantage of Okara Groups understanding of diesel refuelling from an entirely different perspective of a consumer.

It will immediately help tap into their large customer base using diesel for static equipment and heavy machinery. The partnership also envisions providing doorstep delivery service of diesel in major cities of Maharashtra, to begin with.

Besides fabricating automated and geofenced enabled bowsers for Okara, Humsafar will also provide its social marketing services. OkaraFuelogics will use the Fuel Humsafar app for its orders. Humsafars Tech Platform will enable access to services like capturing diesel orders, tracking bowser movements, billing, payments, delivery acknowledgements and so on.

Adding further, Ramandeep Singh, Director, Okara Group, said, The management team comes with more than two decades of experience in the field of transportation, safe storage, handling of cargo, emergencies, and SOS situations. Both Humsafar and Okara are exploring more areas of cooperation, including diversifying into the recently opened CNG Door Delivery and other innovative solutions to help bring fuel to various market segments.

Incidentally, this synergy between Humsafar and Okara group marks the first joint entry of big-ticket and well-established entities into the growing sector of diesel door delivery. It also augurs well for getting significant investments into the Ministry of Petroleum and Natural Gas (MOP & NG), Government of India initiative. As we advance, we also plan on expanding our services to Karnataka and Gujarat.

Sanya Goel, Director, and Co-founder, Humsafar, said, Our alliance with Okara Group aims to provide doorstep diesel delivery services in Maharashtra and help entities like housing societies, industries as well as malls, with a regular supply of diesel. It saves customers the hassle of transporting large amounts of diesel from petrol stations to their desired location. This would also cut down the unsafe practices of transporting fuel and will help ensure a highly secure mode of transport by Humsafar dependable delivery dispensers.

Humsafars solution allows users to place orders on the Fuel Humsafar app and choose the desired quantity and delivery location. Once the order is placed through the app, Humsafars PESO (Petroleum and Explosives Safety Organisation) approved bowser will carry fuel to the pre-set destination. The 3000-litre and 6000-litre capacity delivery trucks come with a mobile fuel dispenser for easy transfer of diesel.

Moreover, the truck, enabled with geofencing technology, helps keep the bowser locked until it reaches its set location. It is also equipped with fire extinguishers for additional security and safety cones to restrict the delivery area. Diesel is delivered at the days running price, including taxes applicable in the state.

Humsafar is currently serviceable in NCR, including Noida, Delhi, Haryana (Samalkha, Bapali, Israna and Madlauda, Karnal, Sonipat, Hisar, Ambala, Rohtak, Bahadurgarh, Faridabad, Rewari, and Gurugram), Rajasthan, Gujarat, Punjab, Uttarakhand, Kanpur, Allahabad, and Ghaziabad.

Fuel Humsafar is a Brand of M/S Samridhi Highway Solution, a leading Delhi-based Start-up in the recently opened Diesel Door Delivery Sector with a presence in all central states in the country. The start-up has fabricated more than 300 Diesel Door Delivery bowsers, with the bulk being supplied in the year 2020-21.

It also has a well-established app Fuel Humsafar, used by all its partner vendors and has brought the state-of-the-art tech platform in the market. It is also hand-holding 85+ Fuelents and assisting new players in entering the market. The company registered a turnover of INR 16 crore in 2020-21 and is poised to expand exponentially in the current year.

Okara Roadways (Regd.) is one of the leading Transport and Logistics providers, having its extensive Transport network of 600 Trucks across the country, focusing in the Northern and Western parts of the country. For almost three decades, the group has excelled in transportation, safe storage, timely delivery, consistency, perfect handling of cargo, emergencies and SOS situations keeping HSSE (Health Safety Security and Environment) in mind.

This story is provided by PNN. ANI will not be responsible in any way for the content of this article. (ANI/PNN)

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Indian Oil launches app-based door step diesel service in Mumbai in league with Okara Fuelogics and Humsafar India - ThePrint

When SmileDirectClub was founded in 2014, itlike most startupswas moving quickly to get the business off the ground.

SmileDirectClub CMO John Sheldon told Marketing Brew the teeth straightening brands creative agency struggled to keep up. The business changed so often that it was frankly challenging to work with an external agency. They couldn't follow all the twists and turns.

After 15 months, Sheldon said SmileDirectClub decided to cut ties with the agency and take the majority of creative functions in-house.

The brands decision is indicative of a 21st century marketing trend that's been picking up speed over the past couple of years. A survey of 400 marketers released by Gartner last month found that 29% of work previously handled by agencies has moved in-house in the past year. And a separate survey conducted by Gartner in 2020 revealed that marketers most commonly bring social marketing, creative production, and content marketing in-house.

Marketers say internal creative teams have the benefit of being closer to the brand itself, meaning they can turn work around at a faster clip and have a better understanding of whats needed. But in-housing isnt necessarily a cheaper or more efficient option for marketers, especially ones who rely on agencies for a broader range of skill sets and expertise.

Marketers cite the speed and flexibility that come with cutting out the middleman as reasons for bringing creative capabilities in-house.

Greg Wright, VP of content marketing at the Association of National Advertisers, told us that while in-house creative agencies used to be more the norm in sectors with lots of regulations and red tapelike financial services or pharmaceuticalstheyre now becoming increasingly common across the board.

With digital marketing coming to the forefront, having somebody in-house who can quickly crop an image or do more advanced creative treatment to various assets has become very beneficial from a speed standpoint and a cost efficiency standpoint, he explained.

Marie Lamonica is client partner at We Are Rosie, a company that connects freelance marketing and advertising professionals with brands and agencies. She said the ad worlds increased need for agility is directly tied to the growth of digital marketing. The pace at which you have to constantly update those digital assetsit's another reason to have your team in-house, she told us. You're constantly posting on social, you're constantly updating your website, so it makes more sense to have that person or that team sitting in the room. With the speed it takes to constantly update those assets, you need that person there.

Sheldon said SmileDirectClub recently researched different messaging strategies and found that one message in particular popped to the top with a specific audience segment. Because of its in-house agency, the brand was able to turn those insights into a campaign within a week.

That research came in on Monday, was shared on Tuesday, we had our first test of creative with the message on Friday, and we knew by Monday it was working. With an agency, you wouldn't have that brief in a week, let alone live work, he shared. Sheldon, who worked at both Ogilvy and BBH earlier in his career, said limited staffing and resources make it difficult for external agencies to move that quickly.

Sweetgreen Chief Brand Officer Nathaniel Ru told Marketing Brew that its in-house agency understands the brand better than an agency could, and can move faster because of it. Having a team that has this level of familiarity with the brand means they can make decisions almost as if they were owners themselves. They can really act like an owner to make decisions about the brand fast and confidently, he told us.

Of course, there are downsides to in-housing. Sheldon pointed out that, while there are cost benefits to in-housing, expenses find their way in, creeping up in other places.

Lamonica explained that in-house agencies come with their own set of costs, like salaries, bonuses, raises, tool subscriptions, and benefits. But some of the costs they used to come withthink office space and parkingarent as much of an issue in pandemic-era work/

Insourcing does not necessarily mean cost savings, Gartner VP of research Jay Wilson told us, explaining that savings depend on what a client is currently paying an agency, the cost of recruiting and retaining comparable talent, the efficiencies gained, if any, and ultimately the impact on marketing effectiveness and business results.

Recruiting the right people can be a challenge, too. Ken Robinson, partner at and cofounder of agency search firm Ark Advisors, has advised clients on creative in-housing many times over. With in-house agencies, he said brands are buying talent as opposed to renting, which can be riskyespecially if a companys needs start to change.

Theres an opportunity when you have an [external] agency to kind of refresh your team, to add in new players, to have access to capabilities and talent you may not have in-house, he told us. For example, he said a brand might not have an SEO or SEM specialist at the ready; if it were to suddenly need one, an outside agency could probably help.

Wilson agreed. Marketers tell us the breadth and depth of skills and experience at agencies exceed what is available in-house, especially when it comes to expertise in emerging content formats and technologies..

Plus, Wilson said companies wanting to hire creatives might find that these employees yearn for a diversity of experience that may be limited on the client side, making retention challenging. If retention challenges result in erratic support of critical and ongoing creative needs, the business continuity risk is significant.

To combat these issues, several marketers are opting for a mix of in-house and external teams in hopes of gaining the best of both worlds. AB InBev, for instance, formed its internal shop DraftLine in 2018, but continues to work with the likes of Wieden+Kennedy and FCB.

Prudential recently selected StrawberryFrog as its creative agency despite having an in-house team. Yue Parsons, Prudentials manager of media relations and marketing, said the company regularly partners with agencies, giving it the opportunity to benefit from the fresh ideas an agency brings to the table while leveraging strong execution and brand consistency from its internal team.

Cookies are about to crumble. By 2022, Google will retire third-party cookies for-ev-err, which means programmatic advertisingas you know itis going bye-bye. But dont cry over spilt milk, marketers. Sailthrus guide to publishing in a cookieless world breaks down what you need to know about first-party data, new business models for media and publishing, and more. Download the guide here.

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The perks and challenges of taking creative capabilities in-house - Morning Brew

The ever-shifting social media landscape has never been easy to navigate for footwear executives, but the past year has been doozy, marked by the rapid rise of video platforms like TikTok and Instagram Reels, changing expectations about how brands communicate on social issues, and increased adoption of direct sales programs like livestream shopping.

Yet amid so much change, the need to invest wisely in a social media strategy has become imperative,with people spending more time than ever online.

Leaders at top comfort shoe brands reveal their strategies for connecting with new and existing customers on digital platforms this fall and holiday.

Alison BergenCEO, Aerosoles

For fall, our Laura Ashley partnership and the compelling content surrounding it will be a major way we engage with customers on social media. We thought of this collaboration really holistically and wanted to build out an entire world around the product that draws our followers in. Weve partnered with content creator Harling Ross from the beginning on this project, working closely with her on curating a digital Cottage Shoppe of vintage dcor, accessories and clothing that embodies the collaborations cottagecore aesthetic and gives shoppers a new reason to visit Aerosoles.com.

Aerosoles CEO Alison Bergen

CREDIT: Courtesy of Aerosoles

Frank CammarataFounder & CEO, The Enjoiya Group

Instagram is definitely the strongest for us in terms of engaging our customers. We work with many influencers and bloggers, who create very appealing photos and videos. Its an excellent way for us to showcase our shoes in creative and unique ways. Our social media campaigns focus on educating the consumer about what sets our brands apart, namely fashion, comfort, quality and value. We reinforce our relationship with our customers by asking open-ended questions about their lifestyles and preferences. We also incorporate a call to action, which helps to increase engagement.

A spring 2022 sandal from Enjoiya.

CREDIT: Courtesy of Enjoiya

Brad KinnasVP of e-commerce & digital marketing, Aetrex Worldwide

Weve had great success launching new products on Livestream shopping events [on Facebook and Instagram]. Our customers experience is far more appealing and convenient. They can view all of the product styles, colors and comfort features. Plus, they can ask questions, get answers in real time and buy the product all in one forum. Launching new products on a Livestream platform also generates excitement, curiosity and exclusivity. We reward our viewers who follow us by giving them access to exclusive content and promotions.

Brad Kinnas of Aetrex

CREDIT: Courtesy of Aetrex

Tiss DahanVP of marketing, Dansko

Social media platforms change rapidly and our team has stayed on top of the current trends that are driving higher engagement and impressions. We are leveraging tools like Reels on Instagram, and tapping in to platforms like TikTok to keep our consumers engaged with video, audio and animation. We also have taken steps to understand how her preferences may have shifted, enabling us to better understand what is resonating with her in todays environment. This allows us to produce more content that we and our retail partners can use on social media to reflect how our footwear fits within our consumers lifestyle, hobbies and fashion choices.

Danskos Larisa leopard-print flat for fall 2021.

CREDIT: Courtesy of Dansko

Edna De PamphilisMarketing Director, Lamo

Aside from the digital campaigns that we will set forth for the fall and holiday season, we are looking to partner with influencers who embody the casual and comfortable aspect of the Lamo brand. We are looking to tap into some of their audiences but also partner with them on collaborations such as giveaways, contests and livestream shopping experiences to provide more insight into our brand, products and engage on a different level.

Edna De Pamphilis

CREDIT: Courtesy of Lamo

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These Are the Social Media Marketing Tactics Brand Execs Are Leaning Into This Fall - Footwear News

Getting seen on social media is the goal of dental practices nationwide. However, it seems the days when a Facebook post could achieve thousands of organic reaches are behind us. No longer will a single but powerful Instagram post generate the visibility it once did. Today's social media platforms are pay-to-play, and managing your marketing dollars for maximum return on investment can mean walking a tightrope.

Social platforms change their algorithms every year to prevent the system's gaming and to increase revenues. How well you stay on top of trends and leverage your paid ads will determine your social media success. It's not enough to post daily and throw money at boosting posts to increase the audience.You must carefully consider your curation tactics, follow the increasing demand for visual content, and identify your audience before opening the purse strings on your marketing spend.

A 2019 study revealed that organic reach is only 6.4% of a page's total likes after a 2018 algorithm shifted focus in the newsfeed to friends and family posts to spark conversation and meaningful interactions. Meaningful interactions for Facebook were defined as:1

Facebook subsequently implemented artificial intelligence (AI) to help filter out controversial content and demote clickbait deemed sensational or misleading. Facebook also announced the details of how it is now using machine learning (ML) to personalize content for each user.2

Facebook inventories all posts available for viewing in a user's network to predict the content someone might want to see. Each post is scored based on the signals such as likes, shares, comments, and tags to indicate its value to the user. All posts deemed unlikely to engage the user (based on past behavior) are discarded, and relevant posts are ranked based on how likely they are to prompt user action. The final posts are presented based on final scores to deliver a variety of content to the individual. This process is repeated for each of the platform's 2.8 billion active users.

Instagram also heavily weights its algorithm based on engagement.3 When you post a photo, it's first shown to a small percentage of your audience, and Instagram measures how quickly it is interacted with in the form of comments and likes and how much interaction is taking place. Finally, the engagement is compared to engagement on your other posts shared at similar times on similar days. When photos attract a lot of engagement, Instagram shows them to more people in your audience. It can even be shown on "explore" pages. If the engagement is sustained, the photo can remain at the top of other users newsfeeds and attract even more attention.

So, how do you achieve the engagement that drives reach?

On Facebook, there are three ways you can slide your content into user feeds by leveraging some of the only organic approaches left.4

Making your content emotional without resorting to engagement bait such as scare tactics or controversial topics can increase interactions and get your audience engaged.5 Focus posts and videos around an appeal to these six emotions.5

Social media is increasingly visual. A recent survey revealed that more than 60% of marketers think visual content is crucial for their social media strategy. It's a simple fact that Facebook posts with images get more than twice the engagement as those without images.

Video is even more compelling, and Facebook Live videos get six times as much engagement as traditional video.4

YouTube is on the rise again, with simple search engine optimization (SEO) tactics gaining ground when developing YouTube videos. Videos show up before articles on the Google search engine results pages (SERPs).6 If the keywords you want to target are oversaturated with blog articles vying for front-page real estate, a video could leapfrog over them all and gain extra visibility. Launching a native YouTube channel for your practice can pay off. (Don't forget to close-caption your videos and make them as accessible as possible!)

Finally, no matter what organic reach you achieve by tweaking your content to play to social platform algorithms, don't forget to budget some of your ad spend for social. However, before you allocate those dollars to specific campaigns, make sure you're targeting the right audience or else it's money straight down the drain.

On Instagram, for example, create an ideal patient persona. Then, consider their age, income level, and geographic location to increase the chances of reaching your most valuable audience.7 Look for users who have already interacted with your practice's brand on Instagram, and retarget those who watched, shared, liked, or commented video content, developing similar ad creatives to leverage existing interest. By getting your targeting right, you can make the most of every marketing dollar.

Want to be seen on social? These tips and tricks can put you on the right path for maximum visibility.

References

1. Gollin M. How the latest Facebook algorithm changes affect marketers. Falcon. May 7, 2021. Accessed June 2, 2021. https://www.falcon.io/insights-hub/industry-updates/social-media-updates/facebook-algorithm-change/

2. Lada A, Wang M, Yan T. How machine learning powers Facebooks news feed ranking algorithm. Engineering FB. January 26, 2021. Accessed June 2, 2021. https://engineering.fb.com/2021/01/26/ml-applications/news-feed-ranking/

3. Forsey C. How does the Instagram algorithm work? Hubspot. May 25, 2021. Accessed June 2, 2021. https://blog.hubspot.com/marketing/how-does-the-instagram-algorithm-work,

4. Cooper P. How the Facebook algorithm works in 2021 and how to make it work for you. Hootsuite. February 10, 2021. Accessed June 2, 2021. https://blog.hootsuite.com/facebook-algorithm/

5. Gollin M. 15 essential tips to increase your organic reach on Facebook. Falcon. May 13, 2021. Accessed June 2, 2021. https://www.falcon.io/insights-hub/topics/social-media-strategy/increase-organic-facebook-reach-tips/

6. Martinez D. YouTube SEO: How to rank in YouTube search. Social Medical Examiner. June 1, 2021. Accessed June 2, 2021.https://www.socialmediaexaminer.com/youtube-seo-how-to-rank-in-youtube-search/

7. Sonnenberg A. Instagram ad targeting: 8 valuable audiences. Social Media Examiner. May 24, 2021. Accessed June 2, 2021. https://www.socialmediaexaminer.com/instagram-ad-targeting-8-valuable-audiences/

Kristie Boltzis the founder and CEO ofmyDentalCMO, a marketing consulting firm that helps dentists make smarter marketing decisions and trains dental teams to execute on those decisions. As a result of her head for numbers and passion for teaching, people often say their practice marketing dollar has never been more effective. Schedule a chat with Kristie at mydentalcmo.com or call (877) 746-4410.

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Is anybody out there? Getting seen on social media - Dental Economics