Archives for category: Company Trends

By 2018, 69 percent of total Internet traffic will be video. Every minute, 48 hours of video are being uploaded to YouTube. From 2012 to 2014, mobile video views increased by 400 percent.

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These facts are hard to ignore when video is taking over the world as it holds the highest CTR of all digital advertising formats. But how can brands turn these statistics into forms of engagement with current and potential customers? How can brands constantly create content to combat the Internet’s flood of video content? How do brands master the infamous viral video?

So many questions yet so little time to create interactive, high quality videos! Videos have exploded on social media because they are so engaging, especially User Generated Content. Think about GoPro (Case Study), as the brand mission is to capture the user’s most exciting and extreme moments. Hours upon hours of GoPro footage have been uploaded to YouTube to share experiences with current and potential customers of the brand. These customers directly market the brand through UGC, which builds a huge momentum of exposure for GoPro to go beyond a restricted snowboarding or surfing brand. The views of the UGC turned branded content have directly increased with the company’s sales. Brands need to learn from companies that are using their trusted and personalized UGC and earned media for advertising purposes. If brands can accomplish that feat, they will thrive in the flood of videos taking over our social channels.

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Secondly, how do brands create enough content to stay current with the trends and compete with the billions of videos on the web? It’s not enough to simply be creating meaningless content, instead, brands need to be consistently creating and sharing great content. Unfortunately, there’s no quick formula to make amazing, engaging content. Brands must completely understand their own personality and how it can provide value to their potential or current customers. An audience analysis, content audit, competitive analysis and content planning are essential steps in the process to determine how the brand’s videos will positively reach the audience. All of these strategy and planning steps eventually lead to content creation that’s interactive and easily sharable. Check out these great examples of content marketing to get started!

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Lastly, brands can conquer the viral video by simply changing their approach. Again, UGC or ‘found footage’ must be utilized to humanize branded content. For example, Android’s viral “Friends Furever” was composed entirely of UGC of unusual animals interacting with each other and was the most shared ad of 2015. Brands can now find previously existing UGC that can be molded to fit a brand’s ethos. Instead of paying an agency millions to create a commercial with expensive celebrity endorsers, brands can now choose relatable, realistic videos.

A brand that does not use video marketing is like eating a PB&J sandwich without the jelly—it just doesn’t make sense and it gets you nowhere. Our digital world is expanding and there’s not much room for growth without video content marketing. Brands can easily reach and engage with their target audience if they take advantage of UGC, create a content strategy, and just possibly, conquer the viral video

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Dollar Shave Club is one of the best examples of a successful brand identity that is ubiquitous, from its packaging to its digital presence.  I’ve always been a huge fan of a beautiful rebrand.  However, what puts Dollar Shave Club (DSC) in a league of its own is that it was already beautiful, even at its start.

The idea alone was simple: solving an a relatable problem that’s shared by men and women everywhere, getting razors that aren’t ridiculously overpriced.  Quality generic alternatives shipped to your door for as little as $3.00 a month is a perfect example of product-market fit.  The founder and CEO, Michael Dubin recognized an age-old need and found a brilliant answer.

You may remember DSC’s head-turning launch video when it came out
in 2012 (https://www.youtube.com/watch?v=ZUG9qYTJMsI).  That video (now viewed almost 20 million times) spread across the nation like wildfire on social media and made a boring subject like shaving entertaining enough to share with a friend.  But how did such a young and clever brand become the 615 million dollar mogul it is today? Through a delightfully unique customer experience.

When I subscribed to its service, Dollar Shave Club sent me a friendly “welcome to the club” email and shipped a very well-branded box to my door including the following: the products, a playful “member card,” free samples and (my personal favorite) “The Bathroom Minutes,” a hilarious monthly lifestyle newsletter from the chairman with pun-filled quotes, trivia, club news, member spotlights and more.  I loved how humble the packaging was.  The exposed-cardboard box had very little ink on it and yet it had just enough to keep it tastefully stylish.  This only helped represent the brand’s “No BS” core attitude.

This extraordinarily inexpensive and straightforward method of delivery changed the industry.  It seems more and more brands are now mimicking DSC’s approach, probably because of how pleasurable it is to a consumer to (for once) not have a product trying to blind you in the eyes with hologram-y, foil-stamped, 84-color packaging.  No contracts, no hidden fees, a distinct culture and a lifestyle service that’s worth talking about?  That’s not something you witness everyday.

Over 50,000 people a month refer a friend to the club, according to Dubin in a recent interview with CNBC.  That kind of number gets me giddy for advertising.  To be able to elevate your brand high enough that people do the advertising for you?  That’s more efficient and cost-effective than any other brand / media strategy that I can think of…

Stay true,
Dan

Unlike any other outlet, social media helps level the playing field for small companies and large corporations. In 2013 Unmetric did a study where they recorded, analyzed, and ranked the top five beer brands according to their quality of engagement. They recorded the average reply time, amount of posts per day, and even broke down which posts were proactive, replies, and original content.

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Above are Unmetric’s top five brands on Twitter according to engagement, and much to my surprise, names like Coors and Busch didn’t make the list. Dogfish Head, New Belgium, Stone Brewing, Sierra Nevada and Brooklyn Brewery are all microbreweries. On Twitter Dogfish and Sierra Nevada aren’t even verified accounts! The Engagement Score allows Unmentric to focus on quality over quantity, so a page with a smaller fan base can still run with the big dogs. So for example, in the study Miller Lite scored the highest average engagement followed by Sierra Nevada, yet Budweiser sent out the most posts within the period analyze. Brands who utilized resources like Twitter and Instagram were better able to spark profound connections with consumers regardless the company size.

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Unmetric ranked the breweries by taking the number of Likes, Comments, Shares, and estimated impressions and calculated their overall score. Admittedly, the U.S. craft beer movement has acquired a significant amount of momentum over the past few years, but I think the majority of the credit should go to the quality of engagement these small shops are producing. Good job social! Gold star for you! You’ve shown that sometimes quality over quantity rings true.

-LNB

As a young professional there are certain things one must do before entering the work force. For instance cleaning up your social media is a must, along with revamping and tailoring your resume for the job you wish to attain. Besides cleaning and revamping, a “must do” is getting a LinkedIn profile. Now I’m not just pulling these “must dos” out of thin air, this is what I have been told countless times over and over again by professors and professionals currently working in the field.

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Being a young professional myself, I followed these “must dos.” I updated my social media, tailored my resume and registered for a LinkedIn profile. Now it was time to start connecting. As I played around with the social media site I began questioning how important having an active LinkedIn profile really was to employers. Thus began my research into finding out the truth about this so-called “Professional Facebook” and if it was actually beneficial to have one.

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After some Googling and Flipboarding (Flipboard is one of my favorite magazine apps) I have come to the conclusion that having a LinkedIn profile can be useful. Here are some of the reasons why …

1. People will Google you, so be prepared. Your LinkedIn profile is one of the first things that will come up when a potential employer Googles your name. Trust me, you’d much rather have your LinkedIn profile pop up first instead of an article about how you won honorable mention in the eighth grade science fair at Cleveland State in 2006.

2. A LinkedIn profile is the perfect opportunity for you to control all the content about, well you. Put your best stuff out there. If you think it is valuable to let other professionals know that you won a hot dog eating contest 10 years ago, they heck put it on your LinkedIn profile. Unlike other social media sites, LinkedIn gives you full control over the content that is posted on your profile, so take advantage of it!

3. “If you can’t advertise yourself, what hope do you have advertising anything else” – David Ogilvy.
Professionals are able to brand themselves with a LinkedIn profile. You have the power to show employers what separates you from competitors, your benefits and features, as well as your personality, position and promise.

4. People don’t know what they don’t know. If you aren’t on LinkedIn people could be missing out on you because they didn’t know you were out there. A LinkedIn profile gives professionals the positioning to be seen and heard by future employers, just by having an active, up-to-date profile.

5. It is just as important to have a LinkedIn profile even after you have been considered for the job. Once a resume has been submitted, most companies do some digging and snooping around online. If you don’t have a LinkedIn profile, it can be a red flag for employers. They might question your relevance or your ability to keep up with current trends. Don’t give employers any reason to question if you are right for the job, tell them why you’re perfect with your LinkedIn profile.

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Time flies when you’re having fun!

Brokaw proved this to be true this summer with trips to the zoo, Kansas City, and the airport; we even pulled a plane, took a half day to root for the Indians, and traveled across Northeast Ohio to talk about pancakes!

It has been an absolute privilege to have such a hands-on experience this summer working with Brokaw’s truly extraordinary group of people.

Thank you, Brokaw, for the experience of a lifetime!!

The ultimate Dream Team, thanks to Brokaw!

Farewell my loyal viewers….you all (2 viewers) have treated me well!

Last week at Brokaw 😦

It is very disheartening to believe that 10 weeks can go this fast. Our (the best interns in the world) first day at Brokaw, a syllabus was put on our desks and the lists of responsibilities seemed to be vast. On top of that our mentors were piling work on us daily! New tasks and responsibilities was the driving force for our work. Now that everything is over we wish we had a little bit more to do and a little bit more time.

This week has been kind of slow but it started to speed up once we realized it was really ending! We have arrived at the end of the Fazoli’s food truck tour and it was a great success! We have participated in feeding people around the nation and providing support to Feed The Children. You can never beat a great idea that’s coupled with a great cause.

I am really happy that I did not publish this before the end of the day because THIS LAST DAY TURNED OUT TO BE THE BEST!

Why do you ask….even if you did not ask, I will tell you anyway!

The Brokaw Bros. offered me a job and they want me to think about it over the weekend…(don’t tell anyone but I am going to say yes)….I thought this moment over a few times in my head already…lol.

There is some type of cubical or desk with my name on it and I am stoked to be a part of a great and creative team. You haven’t heard the last of me yet!

Keep it sexy and saucy…lol!

Happy Root Beer Float Day!

Where else can you attend a meeting and enjoy a root beer float at the same time?! Only at Brokaw, as we had celebrated this delectable unofficial national holiday early last week!

Sodamazing!

This last week wrapped up The Dream Team’s swift tour of Northeast Ohio spreading the word of Bob Evans’ Upside—Down Days.

Say Good morning to Dinner!

To sum up everyone’s reactions:

Furry belly. Chin strap. Floppy ears. Sweating profusely. What am I talking about you ask??? The “Biscuit” dog suit (One of Bob Evans mascots) that I wore when I helped with a promo for Bob Evans. On Thursday morning I rose before the sun peered through my bedside window; I felt like I could take on the world. I hopped out of bed even happier because I knew that I could go to work in my pajamas and not get the side eye from the Brokaw Bros when they passed my desk. I jumped in my car and drove 86 mph on the freeway until I reached Fox 8. The work began! We passed out bread and coffee for 5 STRAIGHT HOURS (this is a great place for a war cry). We gave away free breakfast and made people happy…that’s the life in an ad agency!

Monday I had a meeting with a few Bob Evans managers, where they stuffed me with hotcakes for breakfast, lunch and an evening snack. BEST DAY EVER! I don’t know about you but I felt like this! Without complaint, my week finished up with Fazoli’s calls and the planning of a three-week long street team event. Someone told me that you work to have fun in advertising; this week has proven that statement to be true. I am having a blast at Brokaw.

Question of the week: Who would play you in a movie?:

I picked Lance Gross. I think he is a cool guy, that can play funny and serious roles when needed.

Ye olde Fourth of July.

How did us red-blooded Americans best honor Independence day?

In the same fashion that our founding fathers celebrated:

  why Tweeting, of course.

America tweets!

Despite what some may think, communicating in 140 characters is not the end of civilization as we know it:

It is, in fact, a glimpse into the future of connecting.

At its heart, Twitter is just a communication tool. Like the Internet, the phone and the telegram before it, it’s just a tool to let one person connect with another.

Wireless communication.

In my first month here at Brokaw, I’ve learned how Twitter builds relationships with customers.

For example: take one of Brokaw’s current projects, the Fazoli’s Breadstick Tour.

We can see here how Twitter helped pay respectful honors to America and Fazoli’s all at once:

While all of us are out and about on a holiday, social media allows us to stay centrally connected in ways like never before.

Take a look at my personal highlights from Twitter this past July 4th:

And last but not least:

A shameless plug for not only myself, but for the best TV offer of all time, the Snuggie.

Until next time, keep calm and carry on.

Or this:

Breadstick revolution.

Post by: Joe

BP’s image has been hemorrhaging all over the Gulf for the past three months, and now that the bleeding has stopped the question that lingers is—should BP keep its brand in critical condition on life support or should it pull the plug and create a new image?

If BP chooses life support, it has a long road of recovery ahead—finishing clean-up from the initial wound, more surgeries to amend secondary damages, and a long and extensive rehabilitation plan. Barring any unexpected set backs or road block in the recovery process, BP will make a full recovery…but at what cost? Sure, people will admire BP for taking the high road, owning up to its mistake, and battling through the trials to recovery, but as with every major event in one’s life—you may have recovered, but you will never be the same. BP may take the perception of “what does not kill you makes you stronger,” but can that perception ever ring true for consumers? Or when consumers drive by a local BP station, will they see all the innocent lives that were lost in the rig explosion, the unforgettable burning inferno in the Gulf, the helpless animals immersed in an oil-slicked coating of skin, the inability to provide a solution to the problem in an efficient manner, and all the other images associated with the worst ecological disaster in recent history? Perceptions are difficult to change, especially when the scars are permanent.

If BP pulls the plug on the brand, and cuts all ties—can it really start anew? People say you are best remembered for the last thing you do…would a company rebirth ever be able to escape the iconic negative legacy left behind by its predecessor? The changing of a brand will not erode the strong visual impact of the destruction left behind for generations—can the new company tread water in a competitive market for that long? Besides, if BP pulls the plug now, will there be a bigger backlash? Will the consumers view the company as a quitter, as a thief in the night that boarded a plane to a distant island only to return physically changed? Sure, he looks different—his hair is a different color, he now has a moustache, but it is still the same person that caused chaos and left…won’t it just happen again?

BP has a lot of questions to answer before finalizing the fate of the company. You can play devil’s advocate for both sides of the coin, but in the end, BP has to come to a decision, and the sooner the decision is made, the sooner the recovery can begin—let us just hope it does not take as long as the cap solution.