Old Spice; dream, run and get what you run (draw)

What trends are really growing now? The empowerment of yourself a.k.a dreaming and the never ending expansions of different runs all over the world as well as here in Sweden are two trend to tap into.

Old Spice smartly tapped into these pop culture trends to challenge runners to dream something big and then run it (draw it), all powered by their Dream Runner mobile site, all in an effort to put their “Old Spice Hardest Working Collection” to the test.

Millions of people around the world using Nike+ ,among many run apps, have been known draw different types of objects in their runs, Old Spice might just be the first to reward it. You basically get what you run. Check it out some of the creations here.

6 principles of persuasion for sales and marketeers

The power of persuasion have been under the loupe through out history of man. The last 60 years it been more sciencetifically researched. Persuasion expert Robert Cialdini illustrates his famous Six Principles while he narrates in this 12 min long and well worth its time animation:

Gaming will engage 5.1 million Swedes 2020

feffekaufmann marketing gaming gamification NIPDreamhacks, professional gamers, fashion wear, grand prizes and getting gamer star status are just few things that are exploding globally. During 2020 the revenue around gaming will more the double as well exceed more than 5.1 million active Swedish gamers ranging between 16 and 55+; are you ready for it? 

[Read more…]

SOCIAL MEDIA IS BECOMING ONE OF YOUR MOST STRATEGIC BUSINESS MANAGEMENT TOOLS

business management tool social media feffe kaufmann

Over the past five years since I got involved in the business, social media has evolved from an extension of a company’s public relations efforts into a strategic business tool. Today, the savviest companies understand that social is as much about relationship management, product development, risk management, and human resources as it is about push and marketing.

It is at once a powerful source of business intelligence, a tool for building authentic personal connections at massive scale; and a way to improve measurement of marketing and advertising performance. No wonder that some companies today like KLM, LEGO, Coca Cola and many more run social media war rooms where executives across the organisation can track social metrics.

Here are eight ways that leading companies are using social channels to boost the performance of their businesses that go far beyond the obvious uses of customer service, marketing and reputation management.

1. Social listening to understand customers’ needs and desires

Social media chatter can be a great source of information about what customers really think about your products and services as well as what they really want and need from your category. It’s unfiltered data that gives you a more accurate view of what people’s needs, frustrations and wants are than you’d get from most market research. The biggest plus is that you can get a view of what consumers are looking for, what they like, and what they don’t like in their own language.

2. Gathering competitor intelligence

Listening to social media isn’t just a good way to track customer discussions about your own brands and products – it can also give you an interesting perspective of what customers think of rival products and brands. This can help you understand your own strengths and weaknesses compared to the competition so you can craft better marketing messages.

3. Measuring marketing performance

Social listening tools can yield interesting insights into the performance of your marketing and advertising campaigns, in turn increasing the accountability of your agencies and internal teams. You can get some worthwhile quantitative data – are people talking about the campaign and how much of the conversation has a positive or negative tone – as well as qualitative insights – do the conversations show that people are taking the right message from your adverts?

4. Warning system for bubbling crises

Active social listening can give you advance warning of potential crisis situations such as a defective product that slipped through your quality control processes, a negative rumour that might affect your share price, or high volumes of calls impacting your contact centre’s service levels. You can use this information to rally your teams (whether it’s customer service, corporate communications and legal) and draw up a response plan before the storm arrives.

5. Connecting and building relationship with potential new customers

Social media isn’t really the right platform for cold calling new prospects, but it can be a great platform for building rapport with them. You can gently insert yourself into conversations when you can offer helpful advice and become part of general industry discussions to start building new relationships with people who might be interested in your brand or product.

6. A way to track public perception around sensitive business issues

Today’s customers value authenticity, transparency and a social conscience. Through social media, companies can learn about how they perceive your brand, especially when it comes to issues such as environmental sustainability and corporate social investment. You can’t spin around any of these issues, so you do need to listen with an open mind and communicate in good faith when you tackle them in the social sphere.

7. Keep your customers

Social media is arguably even more important for customer retention than it is for customer acquisition. When someone follows your brand on Twitter or Facebook, they’re invested and interested in you, and quite possibly already a customer. Used well, this is an opportunity to add value to their lives through meaningful content and conversation. These sorts of links can help promote customer loyalty.

8. Recruitment

Don’t underestimate how valuable social media can be to your human resources department. It can be a great help in sourcing new candidates for jobs at your business – post a job on LinkedIn or share it on Facebook and the CVs will pour in. At LeKa Solutions we got significantly more applications this way. It can also be helpful in understanding how candidates view your business as an employer as well as a source of intelligence about people you’re thinking of hiring.

Need help?

Social media today is a lot more than just a post on a fan page on Facebook. Today’s technologies enable you to listen, monitor and manage social conversations in a way that drives better performance throughout your business. One should keep in mind that social media, tweaking a strategy and handling the channels takes both time, creativity and a budget to make it fruitful no matter if it’s done done inhouse or out sourced.

If you got any thoughts, please contact me at feffe@lekasolutions.com.

photo credit: Alexander and the troops! via photopin (license)

4 characteristics of Generation Z you need to know for better communication strategies

www.feffekaufmann.se-generation-z-exomar-4

Third day at #ESOMAR Summer Camp I attended the workshop Understanding the NextGens (Generation Y & Z) to create future proof branding and communication strategies. It was an excellent workshop and this blog post reflects key learnings about Generation Z aka GenZ.

[Read more…]

Brilliant movie explaining consent with tea and why it will work

Consent-marketing-psychology-neuroscience-feffe-kaufmann
Words are not necessary here. This brilliant short story movie explains a word, in the most simple and brilliant way, thats in need of absolute respect and understanding; consent.  

Support women and girls in Sweden here. 

[Read more…]

14 Trend Insights about Generation Z (GenZ)

www.feffekaufmann.se-generation-z-exomar-1

Third day at #ESOMAR Summer Camp I attended the workshop Understanding the NextGens (Generation Y & Z) to create future proof branding and communication strategies. It was an excellent workshop and this blog post gives insights of what trends and general drivers you need to be aware of when communicating with GenZ.

[Read more…]

Is programmatic marketing ”the future of ad buying” – #ESOMAR

esomar-6-dagensanalys

5 days before the sun reached a specific amount of daylight making flowers and trees release their pollen local ads with antihistamine for allergic people started to appear on multi-platform devices increasing sales like a sun-tsunami across the US.

From pages to people, the power of programmatic marketing

Another example: A nation wide car repair shop incorporated real-time weather in the campaign and made the copy spot on relevant for the audience. If you had any type of car or driving app installed in your phone targeted ads would appear. For example during rain the copy adressed problem with bad windshield wipers.

Using the sun and the weather in different campaigns programmatic marketing reaches new heights of relevances which converts more. The relevance is the key in advertising no matter what kind of advertising made. Even though a lot is getting automated the human creativity is talking a larger part according Lèon Leist from Cadreon holding the talk.

Programmatic marketing is a technology based on controlled algoritms that gives a automated advantage to specifically serve an ad to a specific customer at the brink of purchase or close to it. The relevancy and message of the content is paramount for succeeding.

What is programmatic marketing

Programmatic buying is powerful to advertisers because it automates all of the processes that used to give them headaches. With RTB (not necessary included included in PMP), a buyer can set parameters such as bid price and network reach. A programmatic buy will layer these parameters with behavioural or audience data all within the same platform. Simply explained this means marketing pros can define the budget, goals, and attribution model while the platform rapidly adjusts dozens of variables in real time based on performance to determine the right campaign settings to achieve the desired ROI. Algorithms that filter impressions based on behavioural data allow online advertisers to spend more time being creative and less time reading spreadsheets.

Talking with Lèon Leist over a beer (me having water) he clearly stated the efficacy of programmatic marketing but also pointing out it´s not always a straight way to success or for everyone. Lèon and his colleagues have access to over 900 websites that are on Cadreons white list, meaning they have confirmed quality traffic which in round numbers means millions of visitors (exactly how many I don´t know).

I can imagine the conversion rate going up when ads and copy adjusts instantaneously to every visitors preferences within the selected target groups. I politely asked about the average conversion rate on a campaign and got a straight forward answer that it´s ranging in between 0,5-3,0% from ad click to purchase. I honestly thought it was higher.

esomar 7 dagensanalys

Is programmatic “the future of ad buying”?

Probably, yes. It’s impossible to tell what portion of advertising is now traded programatically, but the advantages is making it to grow quickly. Some agencies now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out in-house teams to handle their programmatic ad buying as they spend more of their marketing budgets that way. At the moment, it’s mainly online ads that are traded programatically, but increasingly media companies and agencies are exploring ways to sell “traditional” media this way, including TV spots and out-of-home ads.

Knock, knock – who´s there? The future of ad buying is behind the door, are you gonna open? Let me know your thoughts and experiences in the comments! 

14 links about social media you need to stay on top #MidWeekNickle

midweeknickle-18-social-digital-links-feffe-kaufmann

This months edition; Twitter is progressing, Facebook changes its algoritm and and Instagram lets you now search for emoij hashtags #☺️ ! All this and more in the #MidWeekNickle  [Read more…]

60+ Great, Free Tools for Modern Storytellers

feffe-kaufmann-change-is-constant-60+-great-digital-tools-for-storytellers
It takes a bit more knowledge and hands on activity to get you where you want with the help of the web. Are you searching for a good blog platform, find fundings or get organised and much more? Here´s a great list of links that I found on Medium that can help most of us with something ;)!  [Read more…]