We’re in the thick of the planning season. Here are eight tips to enhance your marketing plan. Tip #1: Know thy customer.It’s easy to post on social media. It’s hard to deeply understand your customers to ensure you’re posting where and what they care about. It’s easy to spend money on ads. It’s hard to create a value proposition that differentiates your brand in a relevant, compelling, and meaningful way. It all starts with understanding your…
The role of social media marketing in your business plan is important. But how do you determine what to do and how to do it? Keep these things in mind: DO work backward Why is social media part of your marketing plan? Like all business planning, start at the end by defining what success looks like. What metrics do you need to achieve for social media to be an integral part of your marketing program?…
Laura Sheridan, President of Viva La Brand, remembers her first meeting with her first prospect after launching Viva La Brand. It was a flop. She arrived at the meeting with a one-pager with no white space and way too many words. The one-pager was a list of every possible service Viva La Brand could offer. Fifteen years later, Laura and her amazing team, arrive at meetings empty-handed but loaded with questions to learn about the…
What do IKEA and Madewell have in common? They both adjusted their strategy to embrace evolving consumer trends. Understanding customer preferences, even when at first glance they appear to be bad for your brand, is key to winning. Here are two brand success stories about bold marketers that used the latest consumer trends to guide their business strategy. CASE-IN-POINT #1: IKEA & IKEA Hacking Last August, a 31-year old executive assistant was sick of her “cheap…
Victoria’s Secret ditched its supermodels for role models. Angels are out, trailblazers are in. The lingerie brand had been criticized for a lack of inclusivity and its slow response to consumer attitudes. Bold moves were required to change their trajectory. There’s a lot to learn from the lingerie retailer’s makeover. Lesson #1: New marketing talent may be required.Victoria’s Secret hired a new CEO in November along with three other new executives to help turn the…
Consumers are more skeptical of paid advertising than ever before. According to a study commissioned by the American Association of Advertising Agencies, 94% of consumers don’t trust ads. Ouch. New ad-less platforms have emerged that let consumers directly control the content they absorb and let creators connect directly with their audiences. And, they’re incredibly popular right now. These platforms are all about sharing knowledge, educating others and learning together. They present a huge opportunity for…
Tom Brady wins again. The Weeknd flies solo. And, advertisers blow a lot of cash. There’s a lot to learn from this year’s Super Bowl. JEEP So much went wrong with Jeep’s two-minute ballad to the world. It started with attempting to tout a message of unity via the use of Christian imagery and the sentiment of peace in the wake of the January 6th Capitol raid. Viewers didn’t buy it. Then, yesterday, it was…
Laura Sheridan, President & Founder of Viva La Brand, is the guest on this week’s Creative Haven podcasat.
We’re back at it. Providing you with a preview of this year’s Super Bowl ads that are likely to generate the most buzz, and arming you with fun insider knowledge on how the sausage was made. THE PREVIEW: It was a challenging year for advertisers to decide how to play due to COVID-19. Unlike sales of commercials for past Super Bowls, this year’s ad inventory didn’t sell out until January 27th. Celebs including Mindy Kaling, Jimmy…
Tip #1: Engage your marketing talent.Employers are struggling to keep their employees engaged. According to a Gallup poll, in 2020, the overall percentage of engaged workers in the US is 36%. That means 64% of workers aren’t feeling it. The takeawayThink differently. Provide your associates with opportunities to jumpstart their creative juices. How about offering employees a grocery budget for a rotating team member cooking demonstration? Have you tried playing board games virtually or staging…
