Archive for the ‘Social Marketing’ Category

Experts question new Cadbury initiative to get children involved in sport – Stuff.co.nz

The New Zealand Ministry of Health is disappointeda new children's sport initiative is slathered in prominent Cadbury branding.

The chocolate giant has joined forces with the New Zealand Olympic Committee, Paralympics New Zealand andKidsCanto launch the Donate Your Kit campaignnext month. They're asking for second-hand sports gear tobe donated via purple brandedcollection lockers throughoutNew Zealand. Almost 20 have already been set up at sports clubs and event centres.

Days before launch, Cadbury were forced to amend the campaign website. It had encouraged schools to sign up for their own locker, but CEO ofKidsCan, Julie Chapman, said no chocolate or Cadbury branding would be going into schools.

University of Auckland head of marketing Dr Bodo Lang saidif the logo and the colour appear in a school environment he classify this as marketing communication directed at children.

SUPPLIED

Cadbury is supporting a new Donate Your Kit campaign where communities donate pre-loved sports equipment in good condition for kids who need it most.

Deputy director of public health Dr Harriette Carr said while the ministry backed action to encourage physical activity, "we are disappointed at the prominent branding of Cadbury on the campaign's donation lockers".

READ MORE:*Kiwi kids are exposed to 27 junk food advertisements a day, study finds*Consumer NZ calls for tighter rules on junk food promotion*Call for controls on marketing for sugary drinks featuring children's sporting heroes

"We note the current debate about the mixed messages children may receive from having a healthy activity linked with a less healthy one through sport sponsorship," she said, adding they were working on ironing out any confusion.

SUPPLIED

University of Auckland head of marketing Dr Bodo Lang says children are not able to distinguish between advertising and non-advertising - they are very easily led astray.

Lang said commercially, Cadbury's approach was clever because it was apositive initiative. However, from a public health and social marketing perspective, it was murky.

"We've got to be really careful that we don't just slowly encroach on consumers, ie; children, that are not very able to distinguish between advertising and non-advertising - they are very easily led astray," he said.

"With any brand associated with children and schools and donations ... I think we need to make sure that those brands ideally stand for products that are very healthy and wholesome."

There was a need for communities and local and central governmentto say what types of advertising or sponsorship were permitted in schools, he said.

Cadbury NZ head of marketing William Papeschsaid the initiative aimedto help combat exclusion in sports amongst after recent research found onein eight New Zealand kids felt excluded because they didn't have the gear.The company would also donate 10,000 items of new sports kit to children in need, withKidsCanhelping to get the equipment to those who need it most.

"We are deeply concerned about childhood obesity rates in New Zealand and are very clear that our products are a treat that should only be eaten occasionally," he said.

"Cadbury has a strict no marketing to children policy and this campaign abides by that. No Cadbury marketing material is directed at children."

Dunedin dietitian Helen Gibbs said the programme sent a confusing message, and she was concerned by research which suggested kids tended to favour sponsoredproducts.

"Kids are very susceptible to advertising," she said.

"The kids say 'Oh look, it must be good because they've bought [sports equipment]'.

"High energy, low nutrient foods having a favourable association to sport in a child's mind could lead to life-long association of these ideas."

More here:
Experts question new Cadbury initiative to get children involved in sport - Stuff.co.nz

Media Bounty, YRS TRULY and Manifest London: The Drum Agency Business Awards 2019 winners – The Drum

Media Bounty, YRS TRULY and Manifest London have snapped up the top accolades at The Drum Agency Business Awards 2019.

These awards, which celebrate the very best run agencies, took place on November 18, 2019 at The Marriot Grosvenor Square Hotel, London.

Media Bounty won the coveted Grand Prix as well as the Social Media Agency of the Year and Corporate Purpose awards.

The judging panel fell in love with this business. They said: "Media Bounty's vision and values are really clearly articulated, yet go far beyond just words, going the extra mile to effect change for their clients and the industry at large. A great example of a business which exists not simply to make cash for shareholders."

The chair of the judging panel this year was John Rudaizky, partner, global brand and marketing at EY. YRS TRULY was awarded as his personal favourite.

The tiny content studio consisting of six individuals help brands to be better at social. Their approach is data-driven: simply put, if there's no data to support it, they won't do it.

On his winner, Rudaizky said: "In a crowded space, its hard bringing to life a new agency, that brings something new to the choice for marketers. The array of winners and nominations is a testament to that and a reminder that the best brands in the world need a thriving, innovative agency ecosystem for them to success. Within that, social media plays such a powerful role in peoples lives and developing continuous streams of content a challenge for all brands.

"Yrs Truly stood out to me. The work for Giffgaff and other clients, with their approach to content, data and social media. They show huge potential, with smart creative thinking in the end, whatever the technology behind the content, you need to fill the pipes with great content. Good luck to Yrs and all the winners as they continue to grow."

Another big win of the night came from Manifest London who took home Agency of the Year.

2019 was a breakthrough year for Manifest with rebranding, restructuring and redefining of the PR agency. In the process it has added over 1m to its income, attracted global brands like Accor Hotels, Samsung, WWF, VICE and Chivas Brothers, won two Best Places to Work awards, invested over 50k in team training, improved its happiness programme, doubled its brand strategy income, launched a new ventures division with equity in four launch projects and expanded its creative team.

The jury was unanimous in this outstanding award entry. Debarshi Pandit, senior vice president, Sky, said: "Manifest London has given a new definition to the word cutting edge their work stands out in todays cluttered media environment and their leadership and team development is also top-notch."

Grand Prix/ Social Media Agency of the Year/ Corporate Purpose

Media Bounty

Chairs Award

YRS TRULY

Agency of the Year/ PR Agency of the Year

Manifest London

Experiential Agency of the Year

2Heads Global Design

Digital Agency of the Year

TIPi Group

B2B Agency of the Year

Gravity Global

Start-up Agency of the Year/ Diversity and Inclusivity

The Unmistakables

Marketing Agency of the Year 0-50 staff

Synergy Creative

Marketing Agency of the Year 50-150 staff

Teamspirit

Agency Wellbeing/ Great Place to Work 2019/ Business Development

Opinium

Learning and Development

Space & Time Media

Agency Culture

MadeBrave

Recruitment

TIPi Group

Business Transformation

Pufferr Ltd for New Bond Street Pawnbrokers

Growth and Expansion

Aire Global

In-house promotion/ Client Services/ Strategy and Planning

Stein IAS

Creativity and Innovation/Best Use of Technology

Pufferr Ltd for New Bond Street Pawnbroking

Best Use of Data

Mando-Connect

Best Digital Campaign

Movement for Fanta

Most Effective Campaign

Movement for Clarins

Most Creative Campaign

HIGHLY COMMENDED

Gravity Global for Embraer

HIGHLY COMMENDED

Soak Digital for The Adecco Group

Best Live Experience

BrandFuel for Google

The winners were announced at The Marriot Grosvenor Hotel, London on Tuesday November 19, 2019. Register here for 2020.

Connor Bradley, Moore, Riskbox and Winmo are partners of the awards.

Read the original:
Media Bounty, YRS TRULY and Manifest London: The Drum Agency Business Awards 2019 winners - The Drum

Effectively Market to Millennials by Focusing on Brand Values and Avoiding Stereotypes – Club Industry

If asked to picture a millennial, you might imagine a young person engaged in any number of stereotypical activitieslet's say,a twentysomething bearded male who's dawdling on hissmartphone while eating avocado toast.

The very termmillennialcan conjurenegative connotations oftechnology-obsessed consumers who crave so-called experiences and will most definitely give you a scathing online review if you fail to give them exactly what they want.

Related: Millennials Are Not as Healthy as Their Gen X Parents Were, New Study Says

Right? Or perhaps it's not so simple.

Marketing, at its best, targets real people, not stereotypes. And while the twentysomething avocado toast guy could be a real persona millennialhe certainly doesn't define the demographic.

He cannot define or limit your fitness business's marketing strategy, either, according to SportsArt's Britt Harris, the presenter of Club Industry's latest free webinar.

In Harris' Nov. 21 webinar, "The Pitfall of Millennial Marketing: How to Avoid It by Focusing on Your Brand Values," she noted that a millennial can be a 38-year-old father who's trying to reclaim his college-era physique. A millennial can also be a 24-year-old woman who recently graduated college and is attempting to balance her new career with her evolving health goals.

Millennials represent 33 percent of all active health club memberships in the United States, and members of this group will spend an average of $112,000 on fitness during their lifetime.

Millennials can drive success or failure at your business for these reasons and more, Harris said. But club operators must be strategic in capturing their attention.

"Doing a very general targeted [ad] campaign to millennials, especially in your area, runs the risk of alienating potential members and not necessarily attracting the demographic you think you're going to attract," Harris said.

Harris discourages club operators from investing in generically targetedsocial media ads and instead suggests they re-evaluatetheir brand values and reconsider their target audience.

Millennials typically assess three aspects of a business, Harris said. First, they gauge its authenticity. Are its branding materials genuine and truthful?

Second, millennials compare first-hand experiences with pre-conceived expectations. In short, did the business properly prime them for the experience they had, whether those experiences be a positive or negative one?

Lastly, they consider the strength of their personal connection to the brand. Do the brand's values match their own?

Millennials are savvy in that they are unlikely to be fooled across these criteria. They'll do their research and get to the bottom of any potential problem.

Harris cited the recent consumer boycotts of the Equinox and SoulCycle brands as an example of what can happen when experiences fail to meet expectations. Many of the brands young, liberal-leaning members were disappointed to learn of the brands owner's support of President Trump. This resulted in a 7.5 percent decline in SoulCycles class attendance in addition to a broader reputation problem whose ramifications are not publicly known.

For more insights from Harris, click here to view the full on-demand webinar.

Additionally, click here to register for Club Industry's Dec. 12 webinar on how to add online training to your existing fitness business. The webinar will be presented by Greg McCoy of [Hidden] Gym.

View original post here:
Effectively Market to Millennials by Focusing on Brand Values and Avoiding Stereotypes - Club Industry

Facebook to pay you for participating in market research – ETBrandEquity.com

Facebook has launched an app that will pay people for participating in its surveys, tasks and research aimed at gathering insights from users to improve its apps and others products.

"We'll use these insights to improve products like Facebook, Instagram, WhatsApp, Portal and Oculus, and to benefit the broader community," Facebook's Product Manager Erez Naveh said in a statement on Monday.

Called Facebook Viewpoints, the app is currently available to people in the US who have Facebook accounts.

The social networking giant said it was looking forward to providing additional ways for people to register and expanding to more countries next year.

Here's how the app works.

Once you set up a Facebook Viewpoints account, you will be invited to join programmes. Before each programme, Facebook will explain what information will be collected, how it will be used and how many points you will receive for completing the programme.

Facebook will let you know how many points you need in order to receive a payment, and every time you reach that amount of points, you will receive a payment sent directly to your PayPal account.

"When you join Facebook Viewpoints, we'll ask for information like your name, email address, country of residence, date of birth and gender. We may ask you to share additional information, like your location, to qualify you for individual programmes," Naveh said.

"Before you begin any programme, we'll let you know how the information you provide through that programme will be used," Naveh added.

Facebook said it would not sell your information from this app to third parties.

"We also won't publicly share your Facebook Viewpoints activity on Facebook or on other accounts you've linked without your permission. And you can end your participation at any time," Naveh said.

The first programme that Facebook Viewpoints users will be able to participate in is a well-being survey.

"We want to better understand how the use of social media like Facebook can impact people's well-being, so we're launching the Well-Being Survey," Naveh said.

"Information from this survey will help us build better products that aim to limit the negative impacts of social media and enhance the benefits," he added.

--IANS

gb/bg

More here:
Facebook to pay you for participating in market research - ETBrandEquity.com

The best digital marketing stats we’ve seen this week – Econsultancy

Settle in for this weeks stats roundup, which includes news about social commerce, grocery retailers, Christmas ads, and lots more.

If thats not enough, be sure to check out the Internet Statistics Database too.

Lets get to it.

PayPals Commerce Index which features views from more than 26,000 global consumers and businesses has revealed that the number of UK businesses selling via social media is expected to double during the next six months. This means that shoppers will be able to buy from an additional 600,000 UK retailers on social.

Interestingly, PayPal suggests that the UK still lags behind other countries when it comes to social commerce. Currently, just 24% of British businesses sell via social platforms, while the global average is 35%.

Alongside this, UK consumers still also show higher levels of security concern particularly about having their financial information linked to their social media accounts. 64% of UK consumers show concern over the security of mobile commerce, compared to 58% in the US, and just 28% in Japan.

Todays online shoppers want upfront transparency on fees, control over the delivery process, and a clearly-stated returns policy. This is according to UPS Pulse of the Online Shopper report, which based on a survey of more than 18.000 online shoppers worldwide.

The report suggests that, while respondents like next-day deliveries, they will consider other options such as lower fees or incentives for slower shipping. In fact, 94% of global consumers could be encouraged to choose a slower and cheaper delivery option if they were offered it.

Overall, millennial shoppers are more likely to choose accelerated delivery options than other age groups. In the UK specifically, online shoppers have a very low appetite for shipping costs. This is why 35% will choose click and collect in order to obtain free shipping, 35% will add further items to their cart, and 35% will choose the slowest delivery option.

Brands tend to assume that older audiences are more likely to buy luxury goods, based on the fact that consumers in the second half of their careers tend to have higher incomes.

However, research from Comscore suggests that age is not the only segment worth considering. Taking all factors into account including employment status, household size etc. it found that the audience likely to yield the highest conversion rate for an online luxury retailer is high-income 30 to 34-year-olds, with no more than one child.

Comscore suggests that, as these consumers age, they initially become less likely to buy luxury brands presumably due to the expense of having children. As a result, only as shoppers hit the 55 to 65-year-old age group do conversion rates for high-income shoppers increase again.

Why luxury brands need digital transformation

A study by Forrester Consulting has revealed that 85% of grocery retailers globally lack the capabilities needed to monetise their data and drive customer experience.

As it stands, just 15% of global grocery retailers are classified as leaders, differentiated by data-led customer strategies for growth and improved supplier relationships. The majority are lagging behind.

Meanwhile, 96% of global grocery retailers experience challenges trying to use data to develop customer strategies (in order to drive growth). In the UK, the main concern cited by 40% of respondents is the lack of data management tools or technology. Just over half of UK respondents use mobile app data and only 42% use customer data to make decisions about customers. Even fewer use other sources such as point-of-sale, promotions data, and web metric data.

Despite these apparent barriers, 82% of UK grocery retailers view growing revenues as their top priority in 2020, and 78% plan to do so by improving their use of data insights to develop customer strategies.

A new report by Valitor, based on a survey of 2,000 UK consumers, has revealed that brands are largely failing when it comes to personalisation despite the fact that three-quarters of consumers are happy for their data to be shared.

The report states that a third of consumers view irrelevant retail offers as the biggest marketing mistake made by brands. Meanwhile 48% think when it comes to relationship building, all they generally see are spam emails post-sale.

The good news for brands, however, is that consumers are still happy to provide them with personal data, as long as it is used in the right way. In fact, 75% of consumers are comfortable with the concept of a brand holding personal information about them in order to improve services.

Four tips for getting the most out of a Customer Data Platform (CDP)

Its had a mixed reception overall, but new data from Socialbakers suggests that John Lewis Christmas ad has still dominated social media interactions.

With 8.1m views on YouTube, 209.4k Twitter interactions, 47.1k Instagram interactions, and 126.9k Facebook interactions #ExcitableEdgar has generated the most engagement so far.

Meanwhile, Marks and Spencers twoChristmasadshas generated different results across the channels. The #GoJumpers ad received more interest on Twitter and Youtube, whereas M&SChristmas Food was more well-received on Facebook.

Finally, DebenhamsChristmas ad provoked the most negative comments and the most dislikes on Facebook; 62.3% of total interactions were dislikes. This was followed by the ad #GiftLikeYouGetThem from Boots, which generated 50.3% dislikes from total interactions.

10 of the best ad campaigns from the UKs top supermarkets

More here:
The best digital marketing stats we've seen this week - Econsultancy