tag:econsultancy.com,2008:/topics/strategy Latest Strategy content from Econsultancy 2017-09-21T10:30:52+01:00 tag:econsultancy.com,2008:BlogPost/69433 2017-09-21T10:30:52+01:00 2017-09-21T10:30:52+01:00 Five ways charities can use Instagram to drive awareness and engagement Nikki Gilliland <p>Twitter has also experimented with a donate button in the past, allowing users to give money to political candidates ahead of the 2016 US election. Of course, the platform is also typically used as a way for charities to communicate and engage with consumers online.</p> <p>But what about Instagram?</p> <p>In 2014, a report suggested that just <a href="https://pages.justgiving.com/friends-with-money.html" target="_blank">21% of charities</a> had an Instagram channel. Now with the platform surpassing 700m monthly active users, this figure is bound to have increased, and yet Instagram still feels like a bit of a forgotten-about platform within the sector.</p> <p>So what are the benefits of charities using Instagram, and how can they make the most of it? Here’s some insight along with a few examples of those doing it right.</p> <h3>Create spontaneous content</h3> <p>Instagram has doubled its user base in just two years, meaning it is now twice the size of Twitter. Users are also highly active on the platform, with 51% saying they access Instagram daily, and 35% saying they look at the platform several times per day.</p> <p>Despite brands increasingly using Instagram to post professional and more polished content, charities can still capitalise on its spontaneous nature, and its highly engaged audience. </p> <p>Doctors Without Borders is one charity that uses Instagram to candidly showcase its work in more than 60 countries around the world. This often involves photos of doctors and nurses communicating with and helping people in need. It also makes good use of captions, accompanying its imagery with copy to tell compelling stories.</p> <p><img src="https://assets.econsultancy.com/images/0008/9036/doctorswithoutborders.JPG" alt="" width="780" height="497"></p> <p>By using Instagram to post candid and more spontaneous snapshots of its work, DWB is able to promote a greater sense of authenticity and connect with users on an emotional level.</p> <h3>Don’t be afraid to entertain</h3> <p>As well as highlighting the work a charity does, Instagram can also be used purely for brand building purposes. While there is the assumption that charity content has to be serious or po-faced, it’s important to think about what type of posts resonate with users – such as funny or entertaining content – and to use this to help spread the word.</p> <p>According to a survey, social media users are more likely to share content if it is humorous and informative, as well as if it is in support of a social cause. Charities, particularly those that are related to animals, often use this two-pronged approach to engage users.</p> <p>Take Dogs Trust, for example, which often posts amusing quotes and funny photos of dogs. Not only does this make the charity more discoverable for people searching specific hashtags – such as #doglover and #instadog – but it is also effective for catching the user’s attention as they scroll.</p> <p><img src="https://assets.econsultancy.com/images/0008/9037/dogstrust.JPG" alt="" width="780" height="440"></p> <h3>Get people involved</h3> <p>While Facebook and Twitter are more directly associated with donations, Instagram can also be effective for driving fundraising.</p> <p>First, charities can use inspirational content to encourage and prompt others to also do their bit. Alzheimer’s Association often takes this approach, posting photos of supporters raising money via fundraising events and activities. </p> <p>Similarly, Macmillan Cancer Support encourages users to get involved with its ‘coffee morning’ campaign, posting images of products that people can buy in order to hold their own, as well as encouraging user-generated content in order to widen reach.</p> <p><img src="https://assets.econsultancy.com/images/0008/9038/macmillancancer.JPG" alt="" width="780" height="501"></p> <p>Meanwhile, charities can also take advantage of Instagram’s visual impact, simply by asking people to text in their donations. Save the Children utilises this tactic, directly asking users to donate to current and on-going causes.</p> <p><img src="https://assets.econsultancy.com/images/0008/9039/SaveTheChildren.JPG" alt="" width="780" height="495"></p> <h3>Help and educate users</h3> <p>While charities often use social media to promote long-term goals and aims, platforms like Instagram can also be used to reach out and help followers in need. Mental health charities and youth-focused non-profits commonly do this, capitalising on the platforms’ highly engaged and young user-base. </p> <p>Young Scot, a Scottish youth charity, often posts tips and advice for kids on a variety of topics, from how to stay safe on social media to what to do if they’re feeling depressed. As well as advice, it also promotes direct ways to access help, such as the Samaritans phone number. </p> <p><img src="https://assets.econsultancy.com/images/0008/9040/YoungScot.JPG" alt="" width="780" height="492"></p> <p>Mental health charity Mind also uses its Instagram presence to reach users who might be struggling. As well as tips on what to do, it uses <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> to reassure users that they are not alone or abnormal for feeling a certain way. </p> <p><img src="https://assets.econsultancy.com/images/0008/9041/MindCharity.JPG" alt="" width="780" height="493"></p> <p>Breast cancer charity Coppa Feel takes advantage of its daily presence in users' Instagram feeds to remind women to check their breasts. It also uses pop culture references as well as advocacy from celebrities and influencers to drive interest.</p> <p>By tapping into users' daily Instagram habits, it means that charities can use the platform to do good, not just inspire charitable giving.</p> <p><img src="https://assets.econsultancy.com/images/0008/9042/CoppaFeel.JPG" alt="" width="780" height="497"></p> <h3>Show results</h3> <p>Finally, charities can also use Instagram as a vehicle for showcasing their good work by telling people how and where money is being spent. Instead of directly asking for donations or highlighting other people’s fundraising efforts, it can be far more effective to say ‘this is what we achieved with this amount of money'. In doing so, users are able to see the direct cause and effect, which could help to spur them on to get involved.</p> <p>Charity: Water’s Instagram feed is filled with positive proof, mainly involving posts relating to how supporter donations have helped change people’s lives in Africa. The charity also communicates gratitude – another strategy that is likely to encourage repeat donations and continued support and engagement on social.</p> <p><img src="https://assets.econsultancy.com/images/0008/9043/charity_water_3.JPG" alt="" width="780" height="566"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69391-how-five-charities-convey-purpose-through-tone-of-voice/" target="_blank">How five charities convey purpose through tone of voice</a></em></li> <li><em><a href="https://econsultancy.com/blog/68014-how-charities-can-win-at-the-zero-moment-of-truth/" target="_blank">How charities can win at the Zero Moment of Truth</a></em></li> <li><a href="https://www.econsultancy.com/blog/68781-five-ways-charities-can-encourage-more-online-donations" target="_blank"><em>Five ways charities can encourage more online donations</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69419 2017-09-18T15:10:00+01:00 2017-09-18T15:10:00+01:00 How Warby Parker’s newsjacking campaign eclipsed the competition Nikki Gilliland <p>Jumping on real-time events <a href="https://www.econsultancy.com/blog/68433-newsjacking-the-us-election-six-brands-playing-the-trump-card" target="_blank">such as elections</a> or celebrity deaths can also divide consumers. Cinnabon’s tweet in tribute to Carrie Fisher was both <a href="https://econsultancy.com/blog/69081-six-ways-brand-marketers-can-bring-the-funny-without-being-cringeworthy" target="_blank">comical and clever to some</a>, for instance, yet tacky and insensitive to others.</p> <p>One story to dominate the news recently was the solar eclipse, or more specifically, the first total solar eclipse to cross North America since 1918. Unsurprisingly, with nothing to lose, a wide range of brands from Casper to Lipton used the event to capitalise on social conversation. However, the one campaign that stood out as the best of the bunch was from US eyewear brand Warby Parker.</p> <p>So what did it involve? Here’s a run-down of the campaign, along with a few things we can learn from it.</p> <h3>Brand alignment</h3> <p>Newsjacking is much harder to pull off when the event or occurence is entirely unrelated to a brand or its product, but occasionally, something comes along which feels like a gift.</p> <p>For Warby Parker, this was the case with the solar eclipse. </p> <p>With people desperate to catch a glimpse of the eclipse as it happened, the brand created a campaign based on the importance of protecting your eyes whilst doing so. And what better brand to promote this message than one which sells glasses?</p> <p>Surprisingly, not many others in this retail category took the opportunity. Coastal created a few informative posts on social media on what to do during the eclipse, while Zenni Optical only replied to customer tweets. Other big brands like Ray Ban tried to avoid the subject entirely, only sternly warning people that they would not be protected by wearing sunglasses. Safety was obviously a big concern.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fcoastal.com%2Fposts%2F10155485974345903&amp;width=500" width="500" height="529"></iframe></p> <p>In contrast, Warby Parker created a dedicated landing page on its own site called ‘The Great American Solar Eclipse’, alongside activity on social and in its physical stores. </p> <h3>Slick design </h3> <p>Using real-life events for marketing can often be rushed, with brands quickly rolling out tweets in response to something that’s already happened. However, Warby Parker clearly planned its campaign well in advance – a fact reflected by the slick design of its landing page. </p> <p>With stunning graphics and informative content, the page offers users a pleasing UX, and also continues its cool and slightly quirky tone of voice that the brand has become so well known for.</p> <p><img src="https://assets.econsultancy.com/images/0008/8931/Warby_Parker2.JPG" alt="" width="650" height="523"></p> <p>You can read more on Warby Parker’s UX and design features <a href="https://econsultancy.com/blog/68874-27-bold-ux-design-features-from-disruptive-retail-brands" target="_blank">in this article</a> by Ben Davis.</p> <h3>In-store activity</h3> <p>Other brands that jumped on the eclipse did so mainly for the opportunity to insert their name into the conversation, perhaps posting a funny tweet or offering a bit of information about the event.</p> <p>Warby Parker aimed to provide consumers with something of real value, as well as simultaneously increasing footfall to its own stores. </p> <p>It handed out free eclipse glasses (compliant with ISO safety standards) to visitors of its US shops. If people couldn’t make it in person, however, it also offered online users the chance to download a pinhole projector, which is a special eclipse filter.</p> <p><img src="https://assets.econsultancy.com/images/0008/8925/Solar_Eclipse.JPG" alt="" width="550" height="715"></p> <p>The potential for consumers to directly get involved didn’t stop there - Warby Parker also held a special ‘eclipse-viewing party’ in its Nashville store, where the location happened to fall in the path of totality.</p> <p>The event was made complete with music from local artists and food from nearby restaurants. </p> <p><img src="https://assets.econsultancy.com/images/0008/8926/Nashville.JPG" alt="" width="490" height="805"></p> <h3>Social engagement</h3> <p>Warby Parker is well-known for its clever social strategy, where it fosters loyalty by conversing with users and posting behind-the-scenes goings on. </p> <p>The solar eclipse was no exception, with the brand taking the opportunity to post eclipse-related content across all of its social channels.</p> <p>Capitalising on the visually stunning nature of the event, it worked with professional storm chasers to photograph the eclipse itself – posting the resulting images on its Instagram channel.</p> <p><img src="https://assets.econsultancy.com/images/0008/8927/warbyparkerinsta.JPG" alt="" width="780" height="494"></p> <p>On Facebook, it launched a competition whereby the winner would be flown out to the Nashville eclipse party.</p> <p><img src="https://assets.econsultancy.com/images/0008/8928/Warby_comp.JPG" alt="" width="650" height="443"></p> <p>Lastly, on Twitter, it continued its focus on customer engagement – ramping up excitement in the run up to the event as well as acknowledging it after it happened with a constant stream of replies.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/WarbyParker">@WarbyParker</a> nailed it for <a href="https://twitter.com/hashtag/SolarEclipse2017?src=hash">#SolarEclipse2017</a> advertising. This is perfect and brand relevant! <a href="https://t.co/J0WfZskzzW">pic.twitter.com/J0WfZskzzW</a></p> — Christi Olson (@ChristiJOlson) <a href="https://twitter.com/ChristiJOlson/status/900105830217003008">August 22, 2017</a> </blockquote> <h3>Humour and pop culture</h3> <p>Newsjacking can often veer into silly territory, mainly because brands recognise that engagement will be short-lived. It’s more about creating a splash in-the-moment rather than serious long-term loyalty.</p> <p>In line with this, Warby Parker took the opportunity to create a rather daft parody music video – set to the famous Bonnie Tyler hit, ‘Total Eclipse of the Heart’. </p> <p>The brand's content strategy usually centres on user-generated content, focusing more on feedback and advocacy from consumers. However, it is not averse to using humour to engage and entertain too, with ‘Solar Eclipse of the Heart’ continuing this unashamedly fun and carefree approach.</p> <p>It clearly resonated with the audience, too. The video has gone on to be the brand’s most-viewed video on Facebook, with 455,000 views on the platform. However, it was not created purely in the name of fun. Warby Parker cleverly used it to promote and raise awareness of its Nashville store event and related eyewear offer.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fwarbyparker%2Fvideos%2F10155498749643838%2F&amp;show_text=0&amp;width=476" width="476" height="476"></iframe></p> <h3>What can we learn?</h3> <p>So, what can we learn from Warby Parker's campaign? Here are a few key takeaways:</p> <p><strong>1. Make it relevant</strong>. Unless the idea is super clever, jumping on a real-time event when it has no relation to a brand can seem insincere. Warby Parker recognised that it could offer something of greater value to consumers thanks to the link between the event and its product, instead of merely using it as a shallow marketing ploy.</p> <p><strong>2. Use a multi-channel approach</strong>. Warby Parker is a great example of agile marketing because it created an entire campaign on the back of a cultural event – not just a one-off tweet or Instagram post. This increases the likelihood of engagement, with users being able to get involved with the campaign via a number of different channels.</p> <p><strong>3. Create an experience.</strong> By hosting eclipse parties and offering free glasses, Warby Parker ensured that consumer involvement would transfer from online to offline. In turn, this increased the brand’s connection with its audience, giving them something more memorable than a standard brand campaign might.</p> <p><em>Related reading:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/65184-what-is-agile-marketing-and-why-do-you-need-it" target="_blank">What is agile marketing and why do you need it?</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/68433-newsjacking-the-us-election-six-brands-playing-the-trump-card" target="_blank">Newsjacking the US election: Six brands playing the Trump card</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69421 2017-09-18T13:01:00+01:00 2017-09-18T13:01:00+01:00 61% of retailers offer 'lean back' content. But can retail brands succeed with 'TV shows'? Nikki Gilliland <p>According to a new <a href="http://go.brightcove.com/marketing-future-of-retail" target="_blank">report by Brightcove</a>, 61% of retail brands are already offering ‘lean-back’ content. In other words, content that is delivered in a way so that viewers can passively engage with it, much like ‘leaning back’ to watch regular television. </p> <p>Research has also revealed that a further 33% of retail brands plan to start making this kind of content in the near future, while a staggering 71% believe they are already on their way to becoming a fully-fledged media company. </p> <p>So, who is creating this kind of content and is it effective? Let’s find out by looking at a couple of recent examples from the UK.</p> <h3>Matalan</h3> <p>Last September, Matalan announced that it would be partnering with ITV and Time Inc UK to produce a bi-weekly fashion and style show. The idea is that it showcases the best of Matalan products, giving viewers hints and tips on fashion trends, home interiors, and so on.</p> <p>‘Matalan Presents: The Show’ as it’s called (which is a probably the least catchiest title ever) is now on its 18th episode. </p> <p>So, is it any good? </p> <p>Well, we’re not in the business of reviewing TV shows, so perhaps the real question is – will it reach and resonate with Matalan’s target market?</p> <p>With each episode being around 15 to 18 minutes long (which are also broken up into additional videos of five to six minutes), the show looks and feels much like a traditional daytime television show. This is probably also due to the fact that it is fronted by Denise Van Outen, who is famous for being a TV presenter on terrestrial channels like <a href="https://econsultancy.com/blog/69187-channel-4-on-the-future-of-tv-personalisation-gdpr" target="_blank">Channel 4</a>.</p> <p><iframe src="https://www.youtube.com/embed/jhdiCbLGcng?wmode=transparent" width="854" height="480"></iframe></p> <p>It is clearly aimed at women, perhaps slightly older than millennials, but generally interested in affordable fashion. In this sense, the content is likely to appeal – it’s all very light-hearted and slightly ‘Loose Women’, without the dodgy innuendos. </p> <p>While viewership looks to be a bit up and down, some shows have got more than 300,000 views on YouTube, which isn’t bad at all. Interestingly, the most-viewed videos tend to be the longer episodes rather than short ones, perhaps cementing the fact that there is a demand for long-form brand content.</p> <p>One clever aspect of ‘Matalan Presents’ is that it has been advertised on traditional television, notably before and in-between the likes of big shows like Coronation Street. This has likely helped to increase views, pointing people who might not have otherwise known about it in the direction of YouTube or Matalan’s main site. </p> <p>The fact that the content is inspirational, giving viewers direct tips on how to style products available to buy in Matalan, means that as well as increasing general brand awareness, it could also help to drive viewers to purchase in-store and online.</p> <h3>Iceland</h3> <p>Unlike Matalan, which created an online-only TV show, UK supermarket chain <a href="https://econsultancy.com/blog/68691-why-iceland-has-replaced-celebrities-with-micro-influencers/" target="_blank">Iceland</a> has created one for both traditional television as well as digital channels.</p> <p>‘Eat the Week’, hosted by TV chef Simon Rimmer, is a 10-episode series broadcast on Channel 4, based around how to cook nutritious and tasty meals using frozen food products (i.e. from Iceland). </p> <p>Each episode sees Rimmer help a different family tackle a cooking-related challenge, such as wasting too much food or not having the time to make healthy meals.</p> <p><iframe src="https://www.youtube.com/embed/NE_rhtqyuqo?wmode=transparent" width="854" height="480"></iframe></p> <p>In this sense, the aim of the show doesn’t seem to be to merely just promote Iceland. Rather, it seems to be to dispel common assumptions about the brand and its reputation – mainly that frozen food is bad for you. By using a well-known chef as an advocate, Iceland is clearly hoping that the TV show will reach and influence viewers who might not consider the supermarket as an option.</p> <p>Meanwhile, Iceland is using content related to the show to boost online activity, posting videos on YouTube and dedicating an entire section of its website to recipes.</p> <p>This is where the content is also likely to be of value to existing Iceland customers. The recipes from each episode are listed alongside the ingredients needed – and the convenient option of adding them to your basket there and then. </p> <p><img src="https://assets.econsultancy.com/images/0008/8960/Iceland.JPG" alt="" width="640" height="489"></p> <p>However while the TV show is a clever move in this sense, there is one glaring issue which might mean viewers are put off rather than drawn in – and that’s the fact that the whole thing feels a bit like a massive advert for Iceland.</p> <p>This begins immediately, with a sign appearing at the start saying ‘This programme includes product placement’. Transparency is always a good thing of course, but this does feel quite jarring to see – and it’s not something that we’re used to being told about a television programme. Meanwhile, with Rimmer using Iceland products to cook (when in reality he probably wouldn’t), the whole thing does feel slightly inauthentic. </p> <p>But is this the future of TV advertising? Maybe it’s an indication of where it’s headed, but much like the <a href="https://econsultancy.com/blog/68502-three-creative-ways-publishers-and-advertisers-are-combating-ad-blockers/" target="_blank">increase in use of ad blockers</a>, both brands and broadcasters need to be wary of alienating viewers rather than engaging them. Iceland and Channel 4 have done a good job of creating a generally interesting and engaging show, but everything still feels slightly shoe-horned in.</p> <h3>How can brands succeed?</h3> <p>Despite concerns about authenticity, Brightcove's survey found that seven in 10 people said that they would be open to watching TV-like content from a retailer or brand.</p> <p>So, how can brands capitalise on this willingness?</p> <p>Brightcove also suggest that promoting and targeting the right audience is key, with the most common discovery method currently being peer recommendations or stumbling across content by chance.</p> <p>Matalan is a good example of how to go one step further and maximise reach, using its partnership with ITV to strategically advertise to the right demographic at an opportune time. It also uses its social presence to increase engagement, often posting shoppable content featuring clothes worn by guests and presenters on the show.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fshopmatalan%2Fposts%2F10155793758603530&amp;width=500" width="500" height="633"></iframe></p> <p>Again, brands must also carefully consider the balance between providing inspiration and appearing too salesy – particularly considering the medium. Consumers might be getting used to watching brand content on digital channels, where sponsored influencer posts are now commonplace, however it is a different story if the content actually appears on TV or a brand’s own website.</p> <p>This is where Iceland might fall foul of a backlash, especially if consumers feel like the brand is veering too far into advertising rather than offering entertainment or value.</p> <p>Luckily, it appears many are cautious about the potential pitfalls, with 54% of retailers admitting concern over making the shift from brand to broadcaster. For now at least, there’s still some way to go before brands fully take over our TVs. </p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy">Four examples of brands using an episodic content marketing strategy</a></em></li> <li><em><a href="https://econsultancy.com/blog/67985-what-is-the-future-of-content-marketing/">What is the future of content marketing?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69420 2017-09-14T11:39:11+01:00 2017-09-14T11:39:11+01:00 Inbound marketing vs. Account-based marketing: Diverging or aligning strategies? Riaz Kanani <p>I remember when <a href="https://medium.com/u/a845d2c84c23" target="_blank">Brian Halligan</a> and <a href="https://medium.com/u/d5d49189c3e7" target="_blank">Dharmesh Shah</a> were building Hubspot and created the terminology around inbound marketing. I was International Marketing Director at Silverpop at the time and had just launched its B2B marketing automation platform in UK and Europe.</p> <p>We had a huge content production team there and we knew that the people who consumed our content were much more likely to close than those who came in via other channels. Its biggest challenge though was the time it took to scale up and cut through in a competitive marketplace — we always needed to supplement it with other approaches.</p> <p>Today, most companies have some sort of inbound marketing strategy. Certainly more than have a formal account based marketing (ABM) strategy. Our experience at Radiate B2B is that even more sales teams use an account-based sales approach and have their own lists of prospects separate to marketing that they want to close.</p> <p><img src="https://assets.econsultancy.com/images/0008/8967/interest_over_time.png" alt="" width="700" height="248"></p> <p>An account-based approach is different to an inbound marketing-based approach. The way you plan is different and the way you implement them is different.</p> <p>It is not a case of either or though. While different, they do not compete. Inbound marketing and account-based marketing are complementary to each other.</p> <h3>What is inbound marketing?</h3> <p>Inbound marketing focuses on attracting customers with content that feels valuable and intuitive to the prospect. The major channels used are blogs, search engines, and social media. </p> <p><img src="https://assets.econsultancy.com/images/0008/8939/0-jAKGj5raA6fjZXlp.png" alt="Hubspot - Inbound Marketing" width="792" height="288"></p> <p>It most definitely does not interrupt or fight for a prospect’s attention. Though with the amount of content being produced by marketers this is becoming harder and harder and requiring higher quality and more personalised content to stand out (though by the nature of inbound this is usually limited to industry level rather than account level).</p> <p>Most of all it builds trust and positive brand equity with a prospect. </p> <p><em>To learn more on this topic, check out Econsultancy’s <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">range of training courses</a> or download our new <a href="https://econsultancy.com/reports/content-strategy-best-practice-guide/">Content Strategy Best Practice Guide</a></em>.</p> <h3>What is account-based marketing (ABM)?</h3> <p>Traditionally <a href="https://econsultancy.com/reports/account-based-marketing-a-practical-guide/">account-based marketing</a> has been about marketing to a select few companies that are in your sweetspot and are extremely valuable.</p> <p>Today, technology is helping to scale this beyond a select few and up to a few hundred accounts. This has created a new and upsurging interest in the strategy and has been coined 'ABM', 'One to Few ABM', 'Named account ABM' or 'Industry ABM'. Eventually the terminology will converge of course but not so far.</p> <p>It has long existed in sales and has been growing within customer success teams also. As a result the strategy has moved beyond just marketing to be termed account-based everything or 'ABX'. Alignment across the three raises results significantly though there is detail within each that is not applicable across the board.</p> <p>Like inbound marketing, an account-based approach aims to build valued relationships with the aim of attracting a high value customer.</p> <p>The account-based approach looks to place content in front of a prospect rather than wait for a prospect to go looking for it however, relying on its highly personalised nature to cut through the noise and reduce any feeling of interruption. It then continues the engagement using what we at Radiate B2B believe to be a hyper personalised inbound marketing approach through to close and beyond when the prospect is now a client.</p> <p>As a result, account-based marketing uses offline, highly targeted display (programmatic, but not really), social media, websites, <a href="https://econsultancy.com/admin/blog_posts/69420-inbound-marketing-and-account-based-marketing-friend-or-foe/edit/s">email marketing</a>, direct mail, telephone and face-to-face. Pretty much any channel can be adapted within an ABM approach. It is why ABM is sometimes called just good B2B marketing.</p> <p><em>To learn more on this topic, check out Econsultancy’s new <a href="https://econsultancy.com/reports/account-based-marketing-a-practical-guide/">Practical Guide to Account-Based Marketing</a>.</em></p> <h3>Diverging or aligning strategies?</h3> <p>So can they truly work together? There are aspects of both strategies that do align:</p> <ol> <li>The customer is at the centre.</li> <li>Valuable content powers them both  –  though with different approaches.</li> </ol> <p>But for the most part they do differ.</p> <ol> <li>Inbound marketing starts when a visitor looks for your content. An account-based approach requires you to go out into the world and talk to your ideal prospect directly, not wait for them to appear.</li> <li>Typically deal sizes will be larger for ABM than inbound marketing.</li> <li>Despite technological advances, ABM is still limited in scale versus inbound marketing so typically there will be a larger number of deals.</li> </ol> <h3>So which strategy is best?</h3> <p>The right approach clearly depends on who your company sells to. Obviously you are a company selling to businesses, but an account-based approach, even one using the latest techniques, does not work if the average lifetime value of your largest clients is small. In this scenario an inbound marketing approach is still the best approach.</p> <p>But what about in other scenarios?</p> <p>Account-based marketing works to close accounts in your sweet spot. These customers will typically be happier customers as they are aligned with your thinking and direction resulting in higher net promoter (NPS) or customer satisfaction scores. This in turn leads to significant numbers of advocates for your product driving more companies to your website.</p> <p>An outbound marketing approach is therefore the wrong approach and wasteful, but an inbound marketing approach will convert these incoming accounts at a much lower cost than an account-based programme.</p> <p>Combining inbound marketing and account-based marketing is also cost efficient. ABM requires hyper personalised content that speaks to an account’s needs, whilst traditional inbound marketing typically doesn’t have the same level of personalisation, it does aim to provide valuable content to attract prospects to the company. Content can be adapted to the needs of both strategies removing the need to create standalone content for both approaches.</p> <p>A further benefit is that these incoming accounts may lead you to new markets and territories fueling decision-making around expansion.</p> <p>So ABM and Inbound are indeed friends and work well together. In fact Hubspot, the home of inbound marketing, has not been shy investing in account-based businesses.</p> tag:econsultancy.com,2008:TrainingDate/3247 2017-09-08T11:13:37+01:00 2017-09-08T11:13:37+01:00 Mini Masters in Digital Marketing Online <p>If you want to accelerate your career to take a leadership role as a professional digital marketer then the Econsultancy Mini Masters in Digital Marketing is the course that will give you the practical and strategic skills to step up.</p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">Econsultancy’s Mini Masters is taught online with intensive, challenging, interactive modules taught by the very best in the business. Formalise your existing skills, and come away with the confidence that you really know your stuff – and how to prove it at the highest level. </p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong>Book your place now! Next course dates are in April and October 2018.</strong></p> tag:econsultancy.com,2008:TrainingDate/3246 2017-09-08T11:02:07+01:00 2017-09-08T11:02:07+01:00 Mini Masters in Digital Marketing Online <p>If you want to accelerate your career to take a leadership role as a professional digital marketer then the Econsultancy Mini Masters in Digital Marketing is the course that will give you the practical and strategic skills to step up.</p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">Econsultancy’s Mini Masters is taught online with intensive, challenging, interactive modules taught by the very best in the business. Formalise your existing skills, and come away with the confidence that you really know your stuff – and how to prove it at the highest level. </p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong>Book your place now! Next course dates are in April and October 2018.</strong></p> tag:econsultancy.com,2008:BlogPost/69391 2017-09-06T11:45:00+01:00 2017-09-06T11:45:00+01:00 How five charities convey purpose through tone of voice Nikki Gilliland <p>Naturally, this varies depending on the kind of charity in question. An animal care charity would not use the same tone of voice as a men’s mental health charity, for example. As such, it is important for tone of voice to reflect brand purpose – i.e. the reasons why an organisation exists in the first place, or its core aim.</p> <p>Surely most charities do this, you’d think? Surprisingly, many tend to get caught up explaining how the public can do their bit – and forget about explaining the reasons why they should.</p> <p>This if often why a lot of charities suffer from ‘donor apathy’, with an increasing number of consumers feeling pressure to part with their money rather than a natural or instinctive desire based on an emotional connection. A study by the Charity Commission found that just <a href="https://www.marketingweek.com/2016/03/14/charities-suffering-donor-apathy/" target="_blank">19% of survey respondents</a> describe the relationship they have with their chosen charity as ‘engaged’. </p> <p>So, which charities excel when it comes to explaining purpose and engaging consumers? Here are a few examples that I think do it well.</p> <p><em>To improve your own skills in this area, check out Econsultancy’s range of <a href="https://econsultancy.com/training/courses/topics/copywriting">copywriting training courses</a>.</em></p> <h3>Mind</h3> <p>Mind provides help and support for anyone suffering from a mental health issue. Emphasis on the word <em>anyone</em>, as Mind hammers home the message that poor mental health is an every day and very real occurrence for people from all walks of life.</p> <p>The charity’s tagline, ‘for better mental health’, perfectly sums up this overarching purpose, with much of its copywriting designed to show warmth and compassion, while being unafraid to talk about difficult topics. </p> <p><img src="https://assets.econsultancy.com/images/0008/8650/Mind.JPG" alt="" width="750" height="536"></p> <p>Research by Mind previously found that formal language was preventing people from truly engaging with the charity. Phrases like ‘mental distress’ and ‘Mind’s services’ were coming across as almost clinical – something that is already likely to put off a person from visiting their GP or seeking help elsewhere. </p> <p>Using more personal, empathetic language means that the charity is able to better connect with those who might be struggling, and convey that it’s okay to seek help.</p> <p>Instead of referring to Mind in the third person, it uses ‘we’ and ‘our’ wherever possible to show that it is a team of caring and compassionate individuals, not a faceless organisation. </p> <p><iframe src="https://www.youtube.com/embed/k0srp0LjVbE?wmode=transparent" width="597" height="366"></iframe></p> <p>Another way it conveys purpose is to tell the stories of others, continuously reminding sufferers that there is light at the end of the tunnel, and that with help, they can reach it too.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A few years ago Matt was homeless with unstable mental health. Now he’s taking on a drumming world record for Mind &gt; <a href="https://t.co/uem0noU4q4">https://t.co/uem0noU4q4</a> <a href="https://t.co/njShNhIcZc">pic.twitter.com/njShNhIcZc</a></p> — Mind (@MindCharity) <a href="https://twitter.com/MindCharity/status/896007099422875649">August 11, 2017</a> </blockquote> <h3>Macmillan</h3> <p>Whether you’re suffering from cancer or know someone who is, it’s obviously a very hard subject to talk about. For cancer charities, it can be similarly difficult to strike the right balance between emotion and rationale. </p> <p>On one hand, tapping into its emotional aspects can help campaigns to resonate, as well as raise awareness and drive fundraising. On the other, a lot of people look to charities for straightforward and helpful advice – not pity or over-the-top empowerment.</p> <p>Macmillan tends to get the balance right. It does a great job of talking about cancer in an upbeat and positive way, without sugar coating the problem or giving false hope. Its purpose – to provide support for people affected by cancer from the moment of diagnosis – shines through in all communication. </p> <p><img src="https://assets.econsultancy.com/images/0008/8651/Macmillan.JPG" alt="" width="760" height="370"></p> <p>Describing itself as a charity that ‘helps people live their lives’ might sound a bit broad, but it sums up how most people dealing with cancer probably feel about the situation. Ultimately, it’s a massive disruption to normality, so anything that can help people deal with every day life – be it through financial, practical, or emotional support – is what’s needed.</p> <p><iframe src="https://www.youtube.com/embed/A2U6LtYsezk?list=PL4YhGgVzlQXgyMIfUkBTt-_-RGdQbIA0x&amp;wmode=transparent" width="660" height="405"></iframe></p> <p>This tone of voice also extends to its fundraising efforts, asking people to help support its initiatives without veering into scaremongering or being overly sentimental.</p> <p><img src="https://assets.econsultancy.com/images/0008/8657/Macmillan_3.JPG" alt="" width="650" height="374"></p> <h3>RNLI</h3> <p>The RNLI (Royal National Lifeboat Institution) aims to save lives at sea. In fact, this is its tagline – so there’s certainly no doubt about what its purpose is. It's often a little easier to promote a purpose for charities that deal with specific issues, however, it can be a challenge to convey both purpose and urgency.</p> <p>Think about it this way. You might agree that saving lives at sea is important, but you might naturally also question just how many people get into trouble at sea – and assume that it’s not that common, or an issue worth your support. </p> <p>RNLI uses copywriting to cut through these assumptions, reinforcing the motivation behind its mission, and letting people know how prevalent the problem is.</p> <p><img src="https://assets.econsultancy.com/images/0008/8654/RNLI_2.JPG" alt="" width="650" height="500"></p> <p>It also uses education to try to help prevent problems at sea from occurring in the first place, with clever and engaging guides on what to do if you ever get into trouble. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This year we are calling on the public to fight their instincts and remember one simple skill – floating <a href="https://twitter.com/hashtag/RespectTheWater?src=hash">#RespectTheWater</a> <a href="https://twitter.com/hashtag/FloatToLive?src=hash">#FloatToLive</a> <a href="https://t.co/knOnd9sho6">pic.twitter.com/knOnd9sho6</a></p> — RNLI (@RNLI) <a href="https://twitter.com/RNLI/status/867643830069321729">May 25, 2017</a> </blockquote> <h3>Charity: water</h3> <p>While a lot of charities focus on helping a problem or supporting those affected, it’s less common to aim to solve an issue completely. However charity: water – which helps to bring clean and safe drinking water to people in developing countries – believes that it can eradicate the water crisis in our lifetime.</p> <p>It even uses this statement in the H1 tag on its homepage, letting users know from the get-go just how confident the charity is about reaching its goal. </p> <p><img src="https://assets.econsultancy.com/images/0008/8655/H1.JPG" alt="" width="550" height="366"></p> <p>Elsewhere, its tone of voice is similarly self-assured, encouraging people to raise money in various ways.</p> <p><img src="https://assets.econsultancy.com/images/0008/8656/charity_water.JPG" alt="" width="650" height="379"></p> <p>It makes fundraising sound simple, easy, and fun, and continuously reminds people about the results the charity has already achieved.</p> <p>This type of <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> is an incredibly useful tool for charities. Not only does it inspire people to think ‘if they can do it, so can I’ – but it also furthers the reputation of the charity itself. It also shows supporters where their money is going and how it is being used, which in turn can increase the likelihood of repeat donations.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks to your generous donations, what once took hours every day for families in Uganda now takes minutes. <a href="https://t.co/WA0ju7s95J">pic.twitter.com/WA0ju7s95J</a></p> — charity: water (@charitywater) <a href="https://twitter.com/charitywater/status/901161920094494721">August 25, 2017</a> </blockquote> <h3>Battersea Cats and Dogs Home</h3> <p>Alongside its core mission of rehoming animals, Battersea Cats and Dogs home works tirelessly to achieve wider goals related to animal welfare. It does not position itself as a charity with a single purpose, but the multi-faceted ‘championing of animals’.</p> <p>As a result, it uses its online presence to reach animal-lovers of all kinds, recognising the fact that it might be able to engage and communicate its core aim using a softly-softly approach on social media.</p> <p>This means that it does not always directly ask followers to donate or raise money, but instead promotes local pet events or publishes behind-the-scenes style content from Battersea. By using a friendly, casual, and relaxed tone of voice, it is able to forge continuing relationships with supporters as opposed to one-off or fragmented communication.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our next pet event takes place in <a href="https://twitter.com/hashtag/Hackney?src=hash">#Hackney</a> - 9 Sept, Pembury Community Centre, E8 1HL. Free <a href="https://twitter.com/hashtag/microchipping?src=hash">#microchipping</a> &amp; more <a href="https://t.co/WIhuvjLDZZ">https://t.co/WIhuvjLDZZ</a> <a href="https://t.co/ShONMl40wa">pic.twitter.com/ShONMl40wa</a></p> — BatterseaDogs&amp;Cats (@BDCH) <a href="https://twitter.com/BDCH/status/903249076820602880">August 31, 2017</a> </blockquote> <p>In doing so, it becomes more than just a charity asking for money, but a real part of people’s lives.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBattersea%2Fvideos%2F10155746664374708%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/68781-five-ways-charities-can-encourage-more-online-donations" target="_blank">Five ways charities can encourage more online donations</a></em></li> <li><em><a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities" target="_blank">10 inspiring content marketing examples from charities</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/68755-how-charities-capitalise-on-sponsored-abstinence-events" target="_blank">How charities capitalise on sponsored abstinence events</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69384 2017-09-01T10:00:00+01:00 2017-09-01T10:00:00+01:00 SEO David vs. Goliath: How travel sector minnows can overcome their big brand competitors Richard Marriott <p>Perhaps the reason it intrigues me so much is the huge opportunity to grab traffic from the typical head terms, right through to capturing the long tail search queries at the awareness stage in the buying journey. Alongside this is the challenge smaller brands face competing with the giants in the market and having to get smart with leveraging search. </p> <p>During this post, I want to take you through an example overview of part of the travel market and give an understanding on how smaller brands are capturing search traffic against the bigger brands in the industry. </p> <h3><strong>The Goliath Challenge</strong></h3> <p>So, Google has a patent in place in regard to brand weighting and how it is calculated. However, it’s <a href="http://www.seobythesea.com/2015/05/google-site-quality-scores/%20">pretty difficult to understand</a>.<br></p> <p><em>'The system determines a site quality score for the particular site, and might be determined by computing a ratio of a numerator and a denominator, where the numerator is based on the count of unique queries that are categorized as ones that refer to the particular site, and where the denominator is based on the count of unique queries that are just associated with the particular site, just don’t refer to it in the same kind of way.'</em></p> <p>Perhaps something easier to digest is <a href="https://moz.com/blog/rankings-correlation-study-domain-authority-vs-branded-search-volume">this piece</a> by Tom Capper over on Moz, around a ranking correlations study which compares domain authority against branded search volume. Basically, bigger brands seem to rank better and have an uplift due to their authority in the market which is certainly a challenge in the travel industry with giants such as Virgin, Thomas Cook and Thomson.</p> <p>Now I could list at least 20 brands here, but for the purpose of this example I have selected a few that have appeared in a particular SERP that I’m going to be talking about later, with a mixture of big brands, specialists and aggregators.</p> <p>The scale of this can be seen from a simple bit of keyword research along with monthly volumes:</p> <ul> <li>Thomas Cook: 1,400,000</li> <li>Thomson: 992,000</li> <li>Virgin Holidays: 224,000</li> <li>Travel Supermarket: 139,000</li> <li>Lastminute: 75,000</li> <li>Kuoni: 43,000</li> </ul> <h3><strong>Market Landscape</strong></h3> <p>I’m sure you all know how to see where you are in comparison to your competitors, with tools such as Sistrix, SEMrush and Searchmetrics allowing you to see your visibility vs. competitors. We prefer to export all of the keywords that each of the brand ranks for, and then categorise, strip out branded terms and then drop it into a graph to give you a visual.</p> <p>So, for this example we’ve taken a sample set of just over 3,000 keywords, which would equate to just over half a million visits if you were fortunate enough to rank first for them all with conservative CTR assumption.</p> <p>We then pulled just a few of the brands with visibility for these terms, and below you can see the output:</p> <p><img src="https://assets.econsultancy.com/images/0008/8639/Competitive-Landscape-Image-1.png" alt="" width="650" height="249"></p> <p>To summarise this, the higher you are the better your average rank across these terms, and the further to the right means the site ranks for a higher number of terms.</p> <p>However, looking at a whole market is perhaps a bit too broad, especially with so many locations and resorts, so if you’ve categorised your keywords well you’ll also be able to run graphs for individual categories. Below is an example for Thailand which contains 480 keywords, which again would equate to 69,000 visits, so still a significant amount of traffic:</p> <p><img src="https://assets.econsultancy.com/images/0008/8640/Competitive-Landscape-Thailand.png" alt="" width="650" height="249"></p> <p>We can see that Virgin is out in front with a brand presence of more than five times that of the smallest in the list, Kuoni. So how does Kuoni start to compete or even take market share away from all the other brands with pretty much double the awareness?</p> <p>Let’s take a look...</p> <h3><strong>Links</strong></h3> <p>Like everyone else with any SEO knowledge, I know that it’s not just about number of links. However they are still a very important ranking signal.</p> <p>Below I’ve simply the taken number of referring domains and domain trust from Majestic and charted this in... you’ve got it, another graph:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/08/Travel-Domain-Trust-and-Linking-Domanins.png" alt="" width="938" height="385"></p> <p>When you correlate the size of brand vs. the volume and quality of links then it’s not representative at all, with Kuoni appearing to do well at earning links and having a higher volume at the same quality as Virgin Holidays. This starts to show that if we took the brand weighting out and relied on authority and links, the market landscape would certainly look different.</p> <p>Next, I’ve looked at links into the key destination landing pages. Interestingly this is a slightly different picture: Virgin Holidays only has nine referring domains and a lower quality of links into its Thailand holiday page and Kuoni has three times the volume of links and significantly more domain trust from those domains.  </p> <p>So more links into the whole domain, individual location directories and a better quality from the smaller brand which is competing against these giants:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/08/Giants-Domain-Trust-and-Linking-Domains.png" alt="" width="939" height="390"></p> <h3><strong>Engagement</strong></h3> <p>After looking at links I wanted to understand engagement metrics, and for this I used time on site and bounce rate taken from Alexa.  <img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/08/Time-on-Site-and-Bounce-Rate.png" alt="" width="938" height="263"></p> <p>Here’s where some of the bigger brands start to excel and should really be a focus for Kuoni. Interestingly, as they are very bespoke holidays, it links off to a subdomain page potentially making bounce rate inflate and time on site decrease, so would benefit from being all on the same subdomain.</p> <h3><strong>Pages indexed</strong></h3> <p>Next I wanted to understand content depth for pages indexed relevant to Thailand on each of the sites.</p> <p>Here’s how it stacks up (to get the volume simply type site:<em>{url here}</em> inurl:<em>{location}</em></p> <ul> <li>Thomas Cook: 18</li> <li>Thomson: 579</li> <li>Virgin: 136</li> <li>Travel Supermarket: 49</li> <li>Last Minute: 4,440</li> <li>Kuoni: 349</li> </ul> <p><em>**slight caveat alert: lastminute.com has the most amount of pages indexed for /Thailand/ simply due to its broad hotel offering.</em></p> <p>As we saw earlier Kuoni is significantly smaller in terms of overall branded search volume. However, it has the second highest volume of pages ranking for the Thailand keyword set. This shows the brand is making content work hard in order to drive visibility into the keyword set that’s been sampled, and I’m sure if we were to broaden the number of terms then Kuoni would in fact rank for more terms than a lot of the larger brands.</p> <p>A good example to look at is perhaps its multi-centre holidays. This has a reasonable monthly search volume of 590 searches per month. For this term, it outperforms the competitors looked at in this post, and when you look at the pages in comparison to each other you can see why...</p> <ul> <li><a href="http://www.kuoni.co.uk/thailand/multi-centres">http://www.kuoni.co.uk/thailand/multi-centres</a></li> <li> <a href="https://www.virginholidays.co.uk/destinations/asia-and-far-east/thailand/multi-destination">https://www.virginholidays.co.uk/destinations/asia-and-far-east/thailand/multi-destination</a> </li> <li> <a href="http://www.thomson.co.uk/holidays/multi-centre">http://www.thomson.co.uk/holidays/multi-centre</a> </li> <li> <a href="https://www.travelsupermarket.com/en-gb/holidays/thailand/pattaya/">https://www.travelsupermarket.com/en-gb/holidays/thailand/pattaya/</a> </li> <li> <a href="https://www.thomascook.com/holidays/signature/multi-centre/">https://www.thomascook.com/holidays/signature/multi-centre/</a> </li> </ul> <p>Not only has Kuoni written more content on the main landing page, it has also created lots of other landing pages surrounding this term for each location <em>(Koh Samui/Chiang Mai/Bangkok etc)</em> <em>+ multi centre</em> and along with an internal linking strategy to this content.</p> <h3><strong>Summary...</strong></h3> <p>If you are running the digital strategy for a large brand then you have the ability of exploiting the power of the patent that’s in place for brand weighting in your favour, but don’t rest on your laurels of simply having “the brand” as being enough. </p> <p>As we have seen, despite this patent, smaller brands still have a huge opportunity to capture traffic through building and creating relevant landing pages and driving authority into deeper pages of the site.</p> <p>Below I’ve summarised the findings in a simple table. As we have seen Kuoni is managing to compete with the ‘giants’ of the industry when it comes to visibility of specific locations. While we can see that it is only really competing in the ‘site specifics’ on overall domain authority, Kuoni is focusing on driving deeper authority and creating more location specific content on the site to drive location specific visibility.</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/08/Screen-Shot-2017-08-29-at-11.52.09.png" alt="" width="894" height="152"></p> <p>Despite this relatively small sample keyword set and list of brands analysed, it's clear to me that between them they all could be driving further awareness visibility through content output. While a lot of them are ranking for ‘I want to know’ micro-moments they are all appearing much further down the SERP for these types of terms.  </p> <p>For example, ‘things to do in Phuket’ delivers an average of 3,600 searches per month giving the Davids of this world an opportunity to capture lots of this traffic, right at the top of the purchase funnel.</p> <p><em>For more on this topic, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/seo-best-practice-guide"><em>Search Engine Optimization (SEO) Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/seo"><em>SEO training courses</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69389 2017-08-31T14:08:54+01:00 2017-08-31T14:08:54+01:00 Five innovative examples of food & drink brand experiences Nikki Gilliland <p>It’s not just a case of setting up at a festival or street market either – many brands are staging large-scale and long-running events. And unlike <a href="https://econsultancy.com/blog/66431-six-inspiring-new-examples-of-experiential-marketing" target="_blank">experiential marketing</a>, which tends to catch consumers off-guard in public spaces, consumers are increasingly seeking out these experiences – and even paying for the privilege. </p> <p>So, who’s been doing it and what have they achieved? Here’s a few examples and the reasons why they work.</p> <h3>Bombay Sapphire</h3> <p>Gin brand Bombay Sapphire launched an immersive drinking and dining experience this summer, designed to take consumers on a journey of gin discovery. Set inside a stationary train in East London, it involved ‘exploring’ 10 different locations – each corresponding to the different botanicals that make up Bombay Sapphire gin.</p> <p>In order to enhance the experience even further, the brand partnered with top chef Tom Sellers, who created bespoke dishes to pair with each drink. </p> <p><img src="https://assets.econsultancy.com/images/0008/8630/Bombay_Sapphire.JPG" alt="" width="760" height="483"></p> <p>Running for just a week, the event (which was priced at the rather reasonable £30) was featured in various London-based publications including Time Out, meaning it generated a good amount of hype in the run-up. The limited-run and somewhat exclusive nature of the event helped to increase its appeal, as well as enable Bombay Sapphire to create a connection with those who invested in tickets.   </p> <p><img src="https://assets.econsultancy.com/images/0008/8629/Time_Out.JPG" alt="" width="600" height="430"></p> <h3>Campari </h3> <p>Campari has staged a few pop-ups in recent years. In 2016, it launched its very own bar in celebration of the #RediscoverRed campaign, where it also partnered with a number of existing London bars to promote its drink.</p> <p>This year, it’s taking this activity one step further with a masterclass event on a narrowboat during London’s Design Festival. Called ‘Campari Creates’, it is designed to evoke the sights and sounds of Milan’s famous Navigli district. Attendants will be able to create their own Campari cocktails, as well as learn all about the history and heritage of the brand. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We're bringing the spirit of Milan's Navigli district to London's Kings Cross this September with <a href="https://twitter.com/hashtag/CampariCreates?src=hash">#CampariCreates</a> <a href="https://t.co/2FtJOcx7nb">https://t.co/2FtJOcx7nb</a> <a href="https://t.co/o4a7iVxYr4">pic.twitter.com/o4a7iVxYr4</a></p> — Campari UK (@CampariUK) <a href="https://twitter.com/CampariUK/status/899931615928963072">August 22, 2017</a> </blockquote> <p>Rather than straightforward sampling, the masterclass-element elevates it to another level, allowing consumers to become much more invested and immersed in the brand. In turn, it also means it’ll be all the more memorable. Similarly, instead of a one-way marketing campaign, consumers will feel like they are getting something of real value (rather than being overtly sold to).</p> <h3>Sonic</h3> <p>US drive-in restaurant Sonic was just one of many brands to capitalise on the PR opportunity <a href="https://www.econsultancy.com/blog/69011-jumping-on-the-bandwagon-how-brands-capitalised-on-coachella" target="_blank">that is Coachella</a>. Instead of a standard pop-up store, it launched a rather unique campaign to promote its line of premium milkshakes. </p> <p>Recognising that the main reason anyone does or buys anything at the festival is so they can post it on Instagram, the fast food brand created a special square shake for that very reason. As well as the shakes being square (to fit the Instagram photo box), the ingredients were too. What’s more, they were available to order on the platform via the ‘Shop Now’ button, being delivered to festival-goers thanks to a geo-fence that was placed over the area.  </p> <p><img src="https://assets.econsultancy.com/images/0008/8631/Sonic.JPG" alt="" width="465" height="522"></p> <p>While perhaps more of a gimmick than a brand experience or activation, it’s still a good example of a brand bringing a product to consumers in a fun and creative way.</p> <p>In fact, it achieved two separate objectives. Firstly, it introduced the brand’s new premium range to consumers – arguably more effectively than standard ads might. Secondly, it increased social engagement on Instagram, raising the brand’s number of followers by 11,000 and generating over 26,000 likes. Social media engagement is certainly one of the biggest benefits of branded events, with most consumers naturally willing to share their experience online.</p> <p><img src="https://assets.econsultancy.com/images/0008/8632/Sonic_Insta.JPG" alt="" width="760" height="487"></p> <h3>Patrón </h3> <p>As well as showcasing the product itself, brand experiences can also be a great way to promote a set of values. Tequila brand Patrón is one of example of this. Its ‘Secret Dining Society’ event was created in partnership with Douglas McMaster – a chef from zero-waste restaurant Silo. </p> <p>This aimed to reflect Patrón’s focus on social responsibility, with the food promoting less waste and greater creativity, involving mainly plant-based ingredients to pair with corresponding tequila cocktails. For guests, it offered the chance to get to know a brand in a way that they might not have previously considered, with the event reinforcing Patrón's commitment to environmental and social issues. </p> <p><iframe src="https://player.vimeo.com/video/209977224" width="640" height="360"></iframe></p> <p>Again, it also resulted in positive feedback on social media, with consumers posting reviews about what they had learned and enjoyed.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Terrific night with <a href="https://twitter.com/Patron">@patron</a> <a href="https://twitter.com/hashtag/secretdiningsociety?src=hash">#secretdiningsociety</a> with a veggie menu from <a href="https://twitter.com/dougiemcmaster">@dougiemcmaster</a> of <a href="https://twitter.com/SiloBrighton">@SiloBrighton</a> &amp; excellent drinks from <a href="https://twitter.com/mrlyan">@mrlyan</a>. <a href="https://t.co/0Lh15lRasF">pic.twitter.com/0Lh15lRasF</a></p> — Niamh Shields (@eatlikeagirl) <a href="https://twitter.com/eatlikeagirl/status/845242127856648194">March 24, 2017</a> </blockquote> <h3>Guinness Storehouse </h3> <p>More than your average brand experience, the Guinness Storehouse in Dublin has gone on to become a fully-fledged tourist attraction. In fact, it was selected as Europe’s best by the World Travel Awards in 2015. </p> <p>Serving as a cultural museum as well as a brewery tour, it offers visitors the chance to get involved in a number of activities. One of the most impressive is the ‘The Tasting Rooms’, designed by experience specialist Bompas &amp; Parr. Based on environmental factors that are said to enhance flavour perception, the room is designed to reinforce particular elements of the beverage. Meanwhile, visitors can learn techniques to drink it correctly, as well as inspect architectural and design elements inspired by its ingredients.</p> <p><img src="https://assets.econsultancy.com/images/0008/8633/Tasting_Rooms.JPG" alt="" width="780" height="505"></p> <p><em>Side note: Bompas &amp; Parr is just one of the brands to feature at this year’s Festival of Marketing (which you can buy your <a href="http://www.festivalofmarketing.com/?utm_source=econ&amp;utm_campaign=econblog&amp;utm_medium=blog&amp;_ga=2.244031941.1545792089.1503994712-1689434032.1490087274" target="_blank">tickets for here</a>).</em></p> <p>The most impressive thing about the Guinness Storehouse is how much it now also benefits the city as a whole. Forbes suggests that over 50% of visitors to Dublin visit the Storehouse, 92% of whom are from foreign countries. When you compare it to something like M&amp;M World in London’s Piccadilly Circus, which is largely just a vehicle to sell chocolate to tourists, the amount of innovation and creativity that goes into it is evident. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">St Patricks Festival <a href="https://twitter.com/hashtag/Guinness?src=hash">#Guinness</a> Storehouse <a href="https://twitter.com/hashtag/Letsgettogether?src=hash">#Letsgettogether</a><a href="https://twitter.com/stpatricksfest">@stpatricksfest</a> <a href="https://twitter.com/Failte_Ireland">@Failte_Ireland</a> <a href="https://twitter.com/TripAdvisor">@TripAdvisor</a> <a href="https://twitter.com/VisitDublin">@VisitDublin</a> <a href="https://twitter.com/homeofguinness">@homeofguinness</a> <a href="https://t.co/CHFXMts8gL">pic.twitter.com/CHFXMts8gL</a></p> — Old DublinTown. com (@OldDublinTown) <a href="https://twitter.com/OldDublinTown/status/843494167678533632">March 19, 2017</a> </blockquote> <h3>Key takeaways</h3> <p>What can we learn from these examples? Here’s a quick summary.</p> <p>1. <strong>Make it exclusive.</strong> By running its event for a limited amount of time, Bombay Sapphire effectively generated hype and excitement, ensuring that consumers would snap up tickets before they sold out.</p> <p>2. <strong>Offer value</strong>. Instead of just sampling products, Campari gives consumers something of greater value by teaching them about the legacy of the brand as well as the general topic of cocktail-making.</p> <p>3. <strong>Encourage social sharing</strong>. One purpose of a brand experience is to enhance positive perception, which naturally increases as a result of user-generated content. By designing something specifically for Instagram, Sonic ensured this would naturally occur.</p> <p>4. <strong>Make people think differently</strong>. Events are also a great way to change consumer perceptions – or even just be more creative. You might not expect a tequila brand to focus on social responsibility, but Patron was able to portray this unknown aspect of the company via its dining event. </p> <p>5. <strong>Think like a consumer</strong>. The multi-dimensional Guinness Storehouse is designed to leave a memorable impression on visitors. By thinking about what would make the experience enjoyable from a visitor’s perspective – not how it sells the product – it has gone on to become a must-see tourist destination, even for those who aren't necessarily big fans of the drink.</p> <p><em><strong>Don't forget to check out the <a href="http://www.festivalofmarketing.com/?utm_source=econ&amp;utm_campaign=econblog&amp;utm_medium=blog&amp;_ga=2.244031941.1545792089.1503994712-1689434032.1490087274" target="_blank">agenda and book</a> your tickets for the Festival of Marketing 2017</strong></em></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><a href="https://www.econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram" target="_blank"><em>Four delicious examples of food &amp; drink brands on Instagram</em></a></li> <li><em><a href="https://econsultancy.com/blog/69362-five-restaurants-with-first-class-social-media-strategies/" target="_blank">Five restaurants with first-class social media strategies</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69362 2017-08-23T14:21:00+01:00 2017-08-23T14:21:00+01:00 Five restaurants with first-class social media strategies Nikki Gilliland <p>Of course, while budget and scale must be taken into consideration, it does appear as if marketing is low on the priority list for some. </p> <p>So, with this in mind, let’s take a look at some restaurants (both large and small) with winning marketing strategies. Here are some of the best examples as well as what we can learn from them.</p> <h3>Nando’s </h3> <p>Despite stiff competition within the fast food market, Nando's has become one of the most popular and well-known restaurants in the UK.</p> <p>With 1.5m followers on Twitter and 4.2m fans on Facebook, its social media strategy has contributed to its success, with the brand running integrated social campaigns to help generate engagement and loyalty.</p> <p>Its best examples have been those that encourage customers to share their Nando's experience on social media, such as the ‘finger selfies’ campaign. This involved customers tweeting a picture of their best finger selfie made from a Nando's napkin, using a £20 gift card as an incentive to get involved.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/NandosUK">@NandosUK</a> <a href="https://twitter.com/hashtag/fingerselfie?src=hash">#fingerselfie</a> don't know why but here it is?! <a href="http://t.co/Mx1ta40LfK">pic.twitter.com/Mx1ta40LfK</a></p> — Laura Smith (@LauraUWH) <a href="https://twitter.com/LauraUWH/status/486857325027004416">July 9, 2014</a> </blockquote> <p>By creating campaigns that customers can easily engage with while dining, Nando's enhances the fun and casual experience that it’s become known for. In turn, it also furthers engagement on social media, encouraging customers to spread the word. </p> <p>Nando's also recognises that it has become somewhat of a pop culture phenomenon, particularly amongst young people – perhaps cemented by the group Peri Boyz going viral with their parody song, ‘cheeky Nandos’. Using this and other related hashtags like #wingroulette, Nandos is able to connect with its ever-loyal target audience. </p> <p><iframe src="https://www.youtube.com/embed/NOjG5usM_y4?wmode=transparent" width="854" height="480"></iframe></p> <h3>Pizza Pilgrims </h3> <p>Pizza Pilgrims has gone from a single stall at a food market to becoming a fully-fledged chain, now with seven locations in London. As you might expect from a restaurant with such humble beginnings, its focus on authenticity has been at the heart of its marketing strategy, appealing to customers with its 'have a go' back-story and its no-frills product.</p> <p>Set up by Thom and James Elliot, the name Pizza Pilgrims reflects the company’s beginnings, which saw the brothers head off on a journey across Italy in order to learn about pizza. </p> <p><iframe src="https://www.youtube.com/embed/qAUWzyM_UiQ?wmode=transparent" width="854" height="480"></iframe></p> <p>On their return, they set up a pizza van – instantly gaining a reputation for delicious dough and highly affordable prices. Alongside this, the brand was built on a <a href="https://econsultancy.com/blog/67785-why-restaurants-need-a-hyper-local-influencer-marketing-strategy/" target="_blank">hyper-local strategy</a>, generating loyalty from people within the pizza van’s immediate radius. This led to the opening of the first brick-and-mortar location in Soho – which is coincidentally (though perhaps deliberately) directly opposite a Pizza Express.</p> <p>Now with seven restaurant locations, Pizza Pilgrims still promises to ‘roll out with soul’ – positioning itself as an authentic and fashionable alternative to large-scale pizza chains. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our van that serves pizza AND <a href="https://twitter.com/AperolSpritzUK">@aperolspritzuk</a> down at <a href="https://twitter.com/hashtag/westindiaquay?src=hash">#westindiaquay</a>. What a time to be alive!! <a href="https://t.co/v8FX3zMwL5">pic.twitter.com/v8FX3zMwL5</a></p> — Pizza Pilgrims (@pizzapilgrims) <a href="https://twitter.com/pizzapilgrims/status/898233458836766720">August 17, 2017</a> </blockquote> <h3>Pan ‘n’ Ice </h3> <p>While it’s not technically a restaurant (currently operating from a van in London's Westfield Stratford) I’m including new company Pan 'n' Ice for its very modern approach to marketing – one that’s rooted in the experience that surrounds its product. </p> <p>Pan 'n' Ice sells Thai-style ice cream known as Koh Phi Phi, which is essentially ice cream rolls created by mashing, slicing, and freeze-drying ingredients on a metal plate. While the ice cream itself is bound to be enjoyable, the brand generates a lot of interest from how it is made, creating each serving in front of customers’ eyes. </p> <p>Unsurprisingly, social media has been integral to the brand’s success so far, particularly on Instagram where it posts videos of its ice cream being created. Some videos have been viewed over 100,000 times, which is pretty impressive considering the company is still in its infancy.</p> <p><a href="https://www.instagram.com/p/BREImrAjzR_/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/8449/Pan_n_Ice.JPG" alt="" width="780" height="496"></a></p> <p>Pan 'n' Ice also generates hype by being creative with flavours, using well-known food items to create frankly bonkers recipes, such as pizza Pringle rolls. Which, yes, <em>is</em> ice cream made out of pizza-flavoured Pringles.</p> <p>As well as increasing awareness online, the spectacle that surrounds the product also helps to increase footfall – the company has suggested that whenever they’re being filmed, passers-by naturally stop to see why. As a result, it has seen further success with pop-ups in locations like Selfridges and Topshop, capitalising on the <a href="https://econsultancy.com/blog/69286-five-innovators-of-the-in-store-customer-experience" target="_blank">immersive nature of the retail environment</a> to generate customer interest.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Did someone say <a href="https://twitter.com/Pan_n_Ice">@pan_n_ice</a> has landed in Topshop? So good especially when the weather is like this <a href="https://t.co/t71DIkThxe">https://t.co/t71DIkThxe</a> <a href="https://t.co/aR9LHLxQRc">pic.twitter.com/aR9LHLxQRc</a></p> — Luke Catleugh (@LukeCatleugh) <a href="https://twitter.com/LukeCatleugh/status/882946270360371200">July 6, 2017</a> </blockquote> <h3>Leon </h3> <p>Leon is another casual fast food chain that has <a href="https://econsultancy.com/blog/69139-will-healthy-fast-food-restaurant-leon-succeed-in-the-us" target="_blank">seen rapid growth</a> over the past few years. One campaign that kicked off real success was ‘Lean and Clean’, where it partnered with social media influencer Joe Wicks – also known as the Body Coach.</p> <p>Building on the trend for ‘clean eating’ and general wellness, Leon positioned itself as a healthy alternative to fast food restaurants. Taking advantage of Joe’s growing audience on social, the brand created two fitness videos to post on his own channels. Following on from this, Joe continued to post related content including new recipes and competitions, becoming a natural advocate for the brand based on his own dedication to healthy living.</p> <p><iframe src="https://www.youtube.com/embed/Ow0MJS50Bfw?wmode=transparent" width="854" height="480"></iframe></p> <p>With Joe Wicks going on to become much bigger on social, and since releasing his own line of best-selling books, it can perhaps in hindsight be seen as a great example of <a href="https://www.econsultancy.com/blog/69161-micro-influencers-how-to-find-the-right-fit-for-your-brand" target="_blank">micro-influencer marketing</a>. Due to a natural and authentic partnership, Leon’s Lean and Clean campaign truly resonated with Joe's smaller but hyper-engaged following at the time.</p> <p><img src="https://assets.econsultancy.com/images/0008/8450/Leon.JPG" alt="" width="780" height="493"></p> <h3>Applebees</h3> <p>According to a study by Zizzi, people aged 18-35 reportedly spend five days a year browsing food images on Instagram, and 30% would apparently avoid a restaurant if its Instagram presence was lacklustre.</p> <p>So, while online reviews and ratings are still very much important, a new kind of visual validation appears to be taking over, with customers checking out social media to decide whether or not a restaurant is worth visiting.</p> <p>US restaurant chain Applebees is one brand to recognise this, using it as the basis for its social media marketing strategy. Its Fantographer campaign encouraged diners to upload photos of their Applebees experience, with the promise of posting the best ones on its own Instagram channel. </p> <p><img src="https://assets.econsultancy.com/images/0008/8451/Applebees.JPG" alt="" width="780" height="501"></p> <p>The campaign cleverly tapped into the popularity of ‘food porn’ pics as well as the audience's desire to get involved, with user-generated content also helping further brand advocacy. </p> <p>On the back of the campaign, Applebees gained 4,500 new followers on Instagram, while levels of engagement rose 25%.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/Applebees">@Applebees</a> how are you spending your Sunday afternoon? <a href="https://twitter.com/hashtag/fantographer?src=hash">#fantographer</a> <a href="https://t.co/5wyzEHsZSR">pic.twitter.com/5wyzEHsZSR</a></p> — LydiKay (@LydiKay) <a href="https://twitter.com/LydiKay/status/866351903134941189">May 21, 2017</a> </blockquote> <h3>Key takeaways</h3> <p>So, what can we learn from these examples? Here are a few key points.</p> <p><strong>1. Encourage social media sharing</strong>. Asking customers to share their experience is one thing, but making it easy, fun, and a natural part of the restaurant experience is much more effective long-term. In the case of Nando's, this means creating simple and fun competitions that encourage in-the-moment sharing on social. </p> <p><strong>2. Use storytelling to engage</strong>. With an authentic and interesting back-story, brands like Pizza Pilgrims naturally capture the attention of consumers – especially in the face of competition from big chains. Keeping this sense of authenticity, even in the midst of growth, is important for maintaining customer loyalty.</p> <p><strong>3. Create experiences</strong>. Much like the retail industry, customers are becoming used to more immersive-style marketing from restaurant and food brands – also thanks to the popularity of pop-ups and experiential campaigns. Pan ‘n’ Ice taps into this trend, using it to generate hype and excitement around the brand in retail environments.</p> <p><strong>4. Build authentic partnerships</strong>. We’re constantly talking about both the negatives and positives of influencer marketing, but Leon has demonstrated that there is a sweet spot – and it always boils down to authenticity. In other words, focusing on levels of engagement rather than the size of the audience.</p> <p><strong>5. Capitalise on visual content</strong>. Food and restaurant brands are increasingly relying on the customer’s appetite for visual content, using platforms like Instagram and YouTube to promote themselves. User-generated content is a great way to create this but also save on both resources and budget.</p> <p><em><strong>For more on this topic, check out Econsultancy’s range of content marketing <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy" target="_blank">training courses</a>.</strong></em></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68197-which-restaurants-deliver-the-best-mobile-web-ux" target="_blank">Which restaurants deliver the best mobile web UX?</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/68177-eight-drool-worthy-restaurant-websites" target="_blank">Eight drool-worthy restaurant websites</a></em></li> <li><em><a href="https://econsultancy.com/blog/68969-four-ways-technology-could-impact-restaurants-in-the-future" target="_blank">Four ways technology could impact restaurants in the future</a></em></li> </ul>