Marketing Maestros

Snapchat: Not What You Think It Is

By Michael Berberich, manager, marketing knowledge center
Posted: Nov 3, 2014 1:00pm ET

If you’re older than 30, you could be excused for thinking Snapchat had one scandalous purpose: sending “intimate” pictures that disappeared after 10 seconds, leaving no incriminating evidence. In reality, Snapchat is one of the fastest growing social networks in existence, and a new space for young consumers to connect for a matter of seconds — perfect for today’s attention spans. According to Snapchat in May, 2014, the app’s users were sending 700 million photos and videos per day. Marketers that are willing to enter the space early and “learn the language” of the platform have the opportunity to engage a young audience on their “turf.” 

Audi Takes Snapchat by Storm on Super Bowl Sunday
While every other brand on Earth (it seemed) was trying to be the next “Dunk in the Dark” on Twitter, Audi launched its Super Bowl campaign on Snapchat, sending its followers pictures with humorous captions providing commentary on the game and halftime show. The brand drove consumers to its Snapchat profile via other social channels, and in the two days leading up to the Super Bowl, it had a following of5,000. When users began to share screenshots of the snaps Audi sent on Twitter and Facebook, the number of Audi’s Snapchat followers more than doubled in a matter of hours. By leveraging a new platform and providing contextually relevant content, Audi drove the most online mention of any automaker during the 2014 Super Bowl, a third of which came from the Snapchat campaign.

How do you engage a new generation of conservationists? Meet them on their own terms. The World Wildlife Foundation saw that teenagers and young adults were joining Snapchat in droves, and that “selfies,” or self-portrait snapshots, were the “lingo” of the platform. The #LastSelfie campaign leveraged both of these facts, as the WWF sent “selfies” of endangered animals to its followers, noting that it might be the last photo they ever take and calling the recipients to action, whether it be donation, petition signing, or simply social sharing on platforms like Twitter and Facebook. The campaign was picked up by Fast Company, Adweek, Creativity Online, Reuters, NBC and many others around the world as “one of the most clever uses of Snapchat and the selfie trend”, with headlines in more than six languages. The campaign was re-tweeted more than 40,000 times, reaching 120 million twitter timelines.

Is your brand ready to enter a new space? Check out the 2014 MMA Smarties Award Winners to see how innovation and creativity can drive business.

How Social Are You? -- New ANA Benchmark on Social Media Usage

By Bill Duggan, Group EVP, ANA
Posted: Nov 3, 2014 10:30am ET

The new ANA white paper, “How Social Are You?” provides a benchmark on the personal social media activity of ANA members. Some highlights:

For personal use:

21 percent blog personally or professionally

51 percent post news or content about their company/brand on their personal social media sites 

All members are encouraged to benchmark their personal social media against their peers. How do you stack up? If there are gaps, members are encouraged to get out of their personal comfort zones and do more.

Starwood Sets the Bar High for Mobile-first Hospitality

By Meghan Medlock, director of committees and conferences, ANA
Posted: Oct 31, 2014 3:00pm ET

Starwood Hotels & Resorts owns popular hotels like the W and Sheraton and has been extremely successful in acquiring new members and retaining loyal ones over the last several years. Two keys to their success have been to constantly stay ahead of technology innovation in hotels and to make the mobile experience a priority. Mobile is omnipresent with their prospects and customers and will continue to grow. As such, their mobile bookings are growing five times faster than web bookings did ten years ago, and mobile accounts for 42% of Starwood’s site visits, up from 16% just two years ago. Connectivity, especially via mobile channels, is a great chance to engage with travelers. Global travelers.

Starwood is the first in the hotel industry to leverage state-aware technology that can connect with guests in real-time with relevant offers. The company also communicates with customers via SMS and Starwood’s customer contact centers stay on top of and respond to social media in real-time. In fact, just last year, the company engaged in almost 3 million social media interactions with its guests – that’s over 8,200 per day on average across all of their hotel properties.

Starwood has also innovated globally with mobile. For example, they launched a South American iPad app that offers consumers a description of the hotel and the location to provide a “lay of the land” of sights, the neighborhood, shops, etc., that consumers can explore on their mobile devices before booking a trip. They have also released an Android app for Chinese consumers that allows guests to better organize their travel experience and is modified to reflect Chinese culture. All of their apps are available in eight different languages.

This is just the beginning of what they have accomplished in the last few years and how they will continue to evolve and innovate with the “mobile first, mobile everywhere” consumer. They are piloting smart check-in which offers keyless check-in via smartphones, as a “natural progression” in the hotel customer experience. They are also experimenting with how to use “beacons” to enhance the experience. Smart check-in, though, is just the beginning of their digital and mobile innovation process as they integrate these platforms with revenue management systems, big data engines, and a cohesive set of reservations and loyalty systems. 

Starwood Hotels & Resorts will be sharing more of their mobile innovation success story at our ANA Mobile First, Mobile Everywhere Pre- Conference presented by MediaVest, December 1 in New York City! The Mobile First, Mobile Everywhere Conference will take place the following day, December 2, in New York City.  At this premiere industry event, you will learn how top marketers are staying ahead of the curve in a mobile first, mobile everywhere world. Walmart, Heineken, Timex, Lowe’s and more will be speaking! Click here to see the outstanding line up. Register now because space is limited! 

Reaching the LGBT Consumer

By Janine Martella, director of committees and conferences at ANA
Posted: Oct 30, 2014 10:00am ET

Best in class. Organic. Well done. Higher-level of sophistication. Those are just a few of the comments we heard from the judges of the Multicultural Excellence Awards for the LGBT category this year. All are wonderful observations of advertisements from a variety of categories such as sports, broadcast, packaged goods, telecommunications, and banking. Great news all around that brands recognize the LGBT community with effective and respectful campaigns that garner positive reactions from consumers. It was evident in this year’s submissions that love and resilience generated some of the most emotionally charged ads I’ve seen in a long time!

The finalists of the 2014 Multicultural Excellence Awards for the LGBT category are:

The 2014 grand prize winner will be announced during the 16th ANA Multicultural Marketing & Diversity Conference, taking place November 9-11 at the Fontainebleau in Miami Beach.

While the positive momentum continues in LGBT advertising, and a record number of Americans live in states that recognize relationships between same-sex couples -- 32 states as of this writing -- I can’t wait to see what next year brings! Until then, I am proud to work amongst such progressive members such as Allstate, Mondelez, and Visa and look forward to seeing more activity focused on LGBT consumers. 

The Right of Publicity: A Strange (But Important) Law to Understand

By Michael Berberich, manager, marketing knowledge center
Posted: Oct 29, 2014 1:00pm ET

The right of publicity is the right of an individual (celebrity or not) to control the commercial use of his or her name, image, and likeness. Advertisers are well aware that they cannot use a living person’s likeness without permission, but they are generally unclear about the laws surrounding individuals who are deceased. There’s a good reason for the uncertainty: rights of publicity are (oddly) determined by which state the individual in question was in when they passed away.   

If an individual passes away in Indiana, for instance, their name and likeness are protected from commercial use for 100 years post-mortem. In California, a special law was introduced that passed the right of publicity to an individual’s family for 70 years, an important addition to the celebrity-filled state’s statute. Delaware, on the other hand, has no such right of publicity, and the names and likenesses of the deceased are “fair game.”

While the subject is somewhat morbid, it highlights the fact that marketers can’t take anything for granted when using someone’s likeness in marketing. For more legal issues you might not know even exist, check out Reed Smith’s Don’t be the Next #SocialMediaFail and the latest Marketing Law Insight Brief.


Misuse of Emergency Alert System in Advertising

By Bill Duggan, Group EVP, ANA
Posted: Oct 24, 2014 10:00am ET

The Emergency Alert System (EAS) is a national public warning system that requires TV and radio broadcasters, cable television systems, satellite service providers, and more to offer to the President the communications capability to address the American public during a national emergency. The system also may be used by state and local authorities to deliver important emergency information such as AMBER (missing children) alerts and emergency weather information targeted to a specific area.  More at http://www.fcc.gov/guides/emergency-alert-system-eas.

A recent letter from the Federal Communication Commission to advertising industry trade associations says: “Although the existing prohibition has been in effect for several decades, we have recently received an increasing number of complaints concerning the misuse of actual or simulated EAS tones. Such misuse poses a serious threat to the integrity and utility of the entire Emergency Alert System, and thus endangers public safety.” This letter went to the ANA as well as the 4A’s so your agency partners (assuming they are 4A’s agencies) should be aware.

The law is clear: If advertisements, promotional announcements, or other programming includes the EAS codes or Attention Signal (or simulations thereof) not in connection with an actual emergency or authorized EAS test, they are illegal.

Attached is the FCC Enforcement Advisory on the Emergency Alert System with more information.


Spotlight on Timex: ANA Mobile First, Mobile Everywhere Conference Speaker

By Shannon Scanlin, associate manager, committees, ANA
Posted: Oct 21, 2014 12:30pm ET

Wearables are one of the hottest topics around mobile today. In April 2014, International Data Corporation predicted that wearable device shipments worldwide would rise more than 488.9% between 2014 and 2018, from 19.0 million to 111.9 million. With the recent announcement of the Apple Watch and success of fitness trackers, it’s primetime for companies to start experimenting.

One such company is Timex which recently released the Ironman One GPS+. This is the only smartwatch that features standalone connectivity without a phone, intended to help athletes and adventurers be safer, smarter, and just a little bit more connected. Other than health features, the watch also has a built-in messaging app and, in case of an emergency, an SOS button.

To promote the new product, Timex is holding the Timex One Relay. This is an 800-mile, 22-day relay run with more than 100 runners. It will connect the Chicago and New York City marathons, linking each runner’s contribution to their favorite charities.

Learn more about Timex’s work from Shawn Cummings, head of innovation and market strategy, at the inaugural 2014 ANA Mobile First, Mobile Everywhere Conference. Other speakers include Walmart, Heineken, Lowe’s, Forrester, CEA, and more. Register now because space is limited! Click here for more information.

A Matter of Trust

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Oct 20, 2014 12:30pm ET

October Spotlight CoverWinning hearts and minds requires more than freebies and one-time prizes. A more effective way to build trust among consumers is through genuine interactions that create lasting impressions. Developing those interactions and effectively amplifying the results into a meaningful campaign can be the difference between pleasing one customer and establishing a legion of diehard brand advocates. While creating personable experiences on a mass scale is a difficult feat, more and more marketers are coming to the realization that it’s necessary when trying to engage consumers in a way that’s authentic, earns their attention, and hopefully wins their trust. 

In this month’s issue of ANA Magazine Spotlight, brought to you by our partner Rocket Fuel, we focus on one-to-one marketing, with examples from MINI USAHilton WorldwideExpediaAllstateTarget, and a number of industry experts, all discussing how brands win consumer trust through genuine experiences
Here’s what you’ll find inside:

Insights from the Masters

By Bill Duggan, Group EVP, ANA
Posted: Oct 20, 2014 11:00am ET

Last week’s ANA Masters of Marketing was incredibly inspirational. Below are some high-level insights that I took home with me from Orlando.

General Mills: Put the consumer/brand champion at the center. The “power of purpose” can change everything you do in the marketing mix.

JetBlue: Differentiation by treating the business as a service business and not as a commodity. 

Microsoft: We live in a mobile-first, cloud-first world. It’s not about the device; it’s about freeing people’s time.

American Licorice: Brands with the most creative content and first mover advantage can earn a disproportionate share-of-voice.

Nissan: The heart trumps the head. 80% of behavior comes from emotions. A brand needs to reach us where we emotionally live.

Cisco: 67% of a b-to-b customer’s journey is now done digitally. 57% of the purchase decision is complete before a customer even calls a supplier.

Jim Stengel: Think about your legacy for the many roles you play in your life.

Target: The truth will set you free.

Chobani: Need to be quick and nimble; no “analysis paralysis.”

Kraft: Content must be “share-worthy.” You don’t have to pay a lot for content; you can curate it.

Dos Equis: “Scarcity” can be a good thing. The most interesting man in the world retains appeal by the limited number of creative executions and public appearances.

hello products: There is no such thing as a boring category; there are just boring executions.

Grainger: b-to-c marketing is checkers; b-to-b marketing is chess. It’s a more complicated game with strong influence from engineering and sales.

Thanks to these and all the masterful speakers who all made us a little smarter!

Transparency Issues in Post Production

By Bill Duggan, Group EVP, ANA
Posted: Oct 14, 2014 10:00am ET

AICE is a “sister” industry trade association to the ANA. They represent the independent creative editorial, design, visual effects, color grading, and audio post production companies. AICE has just released a position paper titled, A Push for Greater Transparency, Ethics, and Fairness.

According to AICE, “The proliferation of in-house editorial and post services offered by ad agencies is an area of growing concern for the independent post production community. While these capabilities have been available for some time, the business practices surrounding their current implementation and their impact on agency clients and the independent post production community has motivated AICE to raise questions about transparency, ethics and fair competition for advertisers, agencies and the industry at large. Despite being touted by agencies as efficient ways to edit and finish work faster and cheaper – a claim not always supported by facts – in-house facilities exist largely to create additional revenue streams for the agencies themselves.”

The AICE statement addresses the issue of transparency: “We believe some marketers are not fully aware of what they’re getting when their work is completed at agency in-house facilities, or whether the use of them represents the best option to ensure the best final product and the best talent for their money. Further, the bidding process is not always done in the open, with clients fully aware of the ownership status of the companies submitting the bids.”

ANA has been addressing the “transparency crisis” in our industry throughout the year.

Concerns about the level of transparency of media agencies is likely at an all-time high. That includes issues like not knowing if an agency makes money from the media sellers on a client’s media buy (e.g., are they getting rebates from the media?) and murkiness about the role of intermediaries in the media buying process, especially with agency trading desks and programmatic buying. The ANA has written about these issues extensively in the following:

The ANA applauds the fact that AICE has voiced concerns about transparency issues in post production. We will help educate ANA members on this issue and suggest that they have conversations to fully understand the in-house editorial and post services offered by their ad agencies.

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About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.