social network Archives - YouCom

Yarn Bombing

Philip Wimbledon — Wed, 31 Jul 2019 13:48:51 +0000

Guerrilla Marketing is a form of advertising that can be highly effective. It is where a company uses unconventional and often unexpected interactions with the public that promote a product or service or brand.

Yarn Bombing is one form of Guerrilla Marketing. In short it is where pre-crocheted squares or other large segments of material are suddenly sewn together with a few quick inter-linking stitches to form a colourful change of an ordinary everyday outdoor object (shown above a tree).

Guerrilla marketing uses a series of techniques to establish direct contact with customers. If the goal is to create an emotional reaction in potential customers (which it is) then Yarn Bombing ticks all the boxes.

The ultimate goal of advertising is to get others to remember products, services or brands in a different way than they are accustomed to (because that cuts through the advertising noise). Yarn Bombing such as that shown outside the museum of Comic Art in Frankfurt, Germany on a previously unambiguous sculpture of a moose*, certainly achieves memorability.

In 2013 Toyota commissioned the Yarn Bombing group known as Knit the City to create an outdoor advertising and guerrilla marketing piece. As Toyota are the sixth largest company in the world (by revenue as of late 2018), Yarn Bombing is no longer the province of ‘risk-taking young brands’ but should be considered by all marketing managers.

Knit the City is a group of “graffiti knitting and crochet” street artists founded in London, UK in 2009 and consist of four members known as Deadly Knitshade, The Fastener, Shorn-a the Dead and Lady Loop (which we think is fantastically funny and suits the light-heartedness of this medium).

Miller Lite are another international brand known to have used Yarn Bombing in their marketing campaigns.

Above the Jan Karski bench in New York, USA is a yarn bombing piece that achieved notoriety (though we presume Jan Karski or anyone else wasn’t sitting there at the time of the yarn bombing..).

Yarn Bombing has spread worldwide showing wide-spread appeal which means it becomes a useful platform for a clever brand and one can imagine the above installation** in Alicante, Spain depicting Pepsi for instance (Pepsi being said to be seen as more young and edgy than Coca-Cola).

When you consider that some yarn bombing installations don’t last more than a few hours (once can imagine the owner of the car in Alicante removed it before he/she went to work in the morning), its obvious careful planning is required.

YouCom Media plan and execute advertising strategies based on meticulous planning and focus group testing ensuring your brand is croch(yay) rather than (k)not.

Follow the YouCom Media news posts to see the next developments.

Data source:

* By Superbass – Own work, CC BY-SA 3.0

** By Joanbanjo – Own work, CC BY-SA 3.0

Required reference:

YouCom Media News, Aug 2019, London, ‘Yarn Bombing.’

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Buyer Behaviour 2

Philip Wimbledon — Fri, 01 Jun 2018 07:00:21 +0000

All is not quite what it seems when brands look at the consumers of their products. Some consumers simply ‘copy’ their friends to be like them. Others deliberately choose to be different.

The decision-making process is complex and led to a whole large module of marketing under the heading buyer behaviour. Many buying decisions are made when the customers don’t know the real reason for their purchase.

Many decisions are made unconsciously or emotively. Some reasons for buyer behaviour are logical and reasoned. Others are emotional decisions.

Brands over time learn the ‘best’ way to sell their products or service but only the best brands likely to remain the longest as market leaders, understand that this way fluctuates over time.

For example, Pepsi sell their product as a brand image representing a lifestyle of young, hip, trendy, cool, fresh, different. They appeal to the emotional decision of buyer behaviour. They do not sell their product as ‘logical’ or as a performance product.

A good advertising agency will research the client and understand this, as well as identifying when that brand may need to change their understanding of the key market buyer behaviour.

Pepsi has learnt that their key customer is influenced by the emotional decision for though they may say they buy “because it tastes better than Coca-Cola”, that may not be true (logical) and instead they are buying “because it’s Pepsi”.

Consumers attach their own personal value to a brand. The Pedowitz group state that personal value has two times as much impact on buyer behaviour as business value does.

They also agree that as much as 68 percent of consumers for your product who identify a personal value with your brand will pay a higher price for it. It is therefore a good investment to build the personal value via a good advertising campaign as you are able to increase the GM to recover it.

When brands advertising campaigns fail to attach the personal value to their brand product, the Pedowitz group show only 8.5 percent of buyers would pay the higher price. Most would simply choose the competitor product.

Emotion, created by the personal value attributed to a brand product, precedes the customer’s conscious decision and materialises in conjunction with the rational decision-making thought process.

Therefore, the highest value of ROI for an advertising campaign lies in how much personal value (and emotion) a brand can attach to consumer buyer behaviour. Probably one reason why there are so much cat videos online…

Follow the YouCom Media news posts to see the next developments.

Glossary:

GM – Gross Margin

ROI – Return on Investment

Required reference:

YouCom Media News, Jun 2018, London, ‘Buyer Behaviour 2.’

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Media ROI

Philip Wimbledon — Sat, 31 Mar 2018 23:04:47 +0000

When you put in the effort, you want to see that it’s rewarded. You want Return-on-Investment.

ROI is an analysis of what is invested, how it is invested and what you gain from that investment. Marketing managers and brands who run marketing plans without full ROI analysis risk diminished or negative ROI as a result of lack of change.

Many big-name brands are guilty of falling into complacency. Proctor & Gamble on the other hand challenges its marketing executives to ‘build on their learnings’. They are asked to show what they have learnt from the marketplace. They then build those learnings into the next marketing plan and ROI inevitably goes up.

ROI analyses the profit generated from an integrated marketing communications plan as a percentage of the budget taken to produce it.

That profit can be in the form of extra sales generated from the marketing activity or may be something less tangible (but still measurable) such as brand awareness.

If increasing awareness is the advertisers goal (brand marketing) then the agency will calculate the correlation between brand awareness and market share.

If market research shows the brand’s awareness has increased, market share can be said to follow.

Each of these marketing tools within the communication mix will have specific ROI analysis methods;

Advertising

Includes ATL channels such as Television; Radio; Print and BTL channels such as OOH advertising. This also includes online such as PPC marketing; display advertising, remarketing and retargeting.

Personal Selling

Sales force; Tele-marketing staff; affiliate marketing

Public relations

Editorials; Advertorials; Newsletters; Viral Marketing; Press Releases

Sponsorship

Advertising via celebrities; TV shows; products; services; events

Event Marketing

Exhibitions; virtual exhibitions; webinars; conferences; roadshows

Direct Mail

post DM; email DM; Circulars; Leaflets; Inserts

Directories

print directories; online directories; link-building; review marketing

Retail

In-Store POS; Website (SEO)

Promotions

Incentives; Rewards; Data-marketing loyalty cards; Content marketing

Merchandising

QR Codes; Augmented reality apps; Virtual Tours; Package advertising

Each communication channel has the ability to measure the ROI from the activity. Some channels such as business directories are now highly ROI focused and therefore becoming a performance marketing channel rather than a brand marketing one.

In 2013, YouCom Media created a specialist business directory advertising team to bring our Japanese ROI focus to the channel. This Direct Response team were the first business directory specialist agency staff in Europe to deliver pay-per-call advertising for Yell.com at a time when all advertisers had to pay for 12-month advance tenancy advertising.

ROI was measured by every call and click resulting from the advertising.

The lifetime value of a customer acquisition can be difficult to calculate. But the short-term ROI isn’t. Event marketing for example divides the profit from sales orders by the total cost of the exhibition. Sometimes definitive sales orders aren’t known, or aren’t enough to produce positive ROI, but then it is possible to identify potential sales orders using a conversion rate for the sales enquires gained at the exhibition.

This is one way we produce pay-per-lead advertising campaigns at YouCom Media.

Some marketing managers (and some agencies) claim that certain channels cannot be measured for ROI. Social media is often seen as just such a channel.

But all channels can be measured if the marketing staff are inventive enough.

Social media has a wealth of data, follower numbers and frequency / recency studies can be made, propensity modelling applied, social sentiment correlated to sales etc.

Marketing managers must always remember that any activity made by a business has to show tangible added value to the bottom line.

Follow the YouCom Media news posts to see the next developments.

Glossary:

ATL- Above the line

BTL – Below the line

DM – Direct Mail

OOH – Out of home

POS – Point of Sale

PPC – Pay per click

ROI – Return on Investment

SEO – Search Engine Optimisation

Required reference:

YouCom Media News, April 2018, London, ‘Media ROI.’

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TV Advertising ROI

Philip Wimbledon — Tue, 13 Jun 2017 17:09:54 +0000

At YouCom Media we ask the question, ‘is TV advertising still relevant for good ROI?’.

Young Milan graphic designer, Kevin Niggeler, designed this above image to ask “how influenced are we by adverts on TV?”.

Well, the Television Bureau of Advertising and Knowledge Networks Inc. seems to think we still are, by reporting that 37 percent of those watching TV adverts will decide to buy something, compared to only 7 percent watching an advert on social networks.

Television ads have had to evolve however and are now something of an art form, utilising new technology and special effects. They must convey many different kinds of emotions to sway your purchase patterns within just a few seconds.

A good TV advert has to tell a story in 30 seconds. That’s tough to do. Many are only 15 seconds and require real skill not just to art direct but also for the advertising agency to conceptualise.

In the Old Spice advert, they achieved a large spike in search trends during the adverts, but also there were more people searching for Old Spice 1-3 years after the campaign, than prior to the advertising campaign.

Many of Hollywood’s top film directors like Ridley Scott, began directing TV adverts because to tell a story in 30 seconds allows them to hone their craft.

That makes TV adverts engage with consumers and deliver ROI. Jessel Monteverde says “A good TV commercial provides a clear message for the promotion of product/service/brand. It reaches the maximum number of a specific target audience and rises above the clutter of ads. A great TV commercial offers the viewer some other value over and above just the promotion of the product/service/brand”.

TV advertising must fight for every percentage of ROI with so many alternative platforms vying for consumer attention, but it is still a powerful centre-piece of any integrated multi-platform campaign.

According to a 30,000-strong study by market research firm Nielsen, 58 percent of respondents said they browse the internet while watching TV.

Another 47 percent said they are using social media while watching TV.

To make good ROI from TV advertising, brands need to run effective paid and organic search campaigns for online media.

Timing is everything. Brands should increase their PPC bids for text ads and PLAs in the 30 minutes before and after their TV adverts go live to ensure brand exposure when consumers go to search for additional information.

People watching TV adverts mostly don’t remember the brand but they do remember the product need.

When they hit their tablet or iPhone, you want your product to be found and to link back to your TV advert imagery because this will create a memory link that increases the probability consumers click on your online result and not the competition.

To produce good PLA results, remember that these reflect products and product categories, not keywords. So here, brands will bid on a product and Google will decide which keywords are relevant when they decide whether or not to display your item in the search result page.

PLA’s appear at the top and top-right corner of search results. A good PLA bid placement and PPC advert can link up nicely with your TV advert to maximise ROI from TV advertising.

Follow the YouCom Media news posts to see the next developments.

Glossary:

PLA – Product Listing Ads

Data source:

Home Page Image – You can see more graphics designed by Kevin Niggeler on his website

Required reference:

YouCom Media News, Jun 2017, London, ‘TV Advertising ROI.’

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Facebook Moderation

Philip Wimbledon — Fri, 26 May 2017 11:44:16 +0000

What constitutes animal cruelty? Most people have a pretty good idea. It seems Facebook policies on violence, non-sexual child abuse and animal abuse indicate a desire to allow freedom of expression whilst at the same time banning horrific images.

However, their own moderators tend to remove content ‘upon report only’. This means that distressing content will be seen by many people before it is flagged and removed.

Facebook state that “Generally, imagery of animal abuse can be shared on Facebook” and “some extremely disturbing imagery may be marked as ‘disturbing’ as a warning to other users”.

Facebook categorise ‘disturbing’ as ‘photos of animal mutilations’ or ‘videos only of the act of abusing an animal or repeatedly kicking or beating an animal or an act of torture resulting in serious injury to an animal’.

Facebook state they will “ignore, without viewer protections, photos of acts of abuse, human kicking or beating an animal, photos of bruised or battered animals, sick or starved animals.”. As well as using human moderators for supervising possibly alarming content, Facebook also uses A.I. algorithms to review images before they are posted.

Recently, the UK government’s Home Affairs Select Committee strongly criticised social media companies for not tackling the spread of hate speech and other illegal or distressing content.

This comes after major brands including Verizon pulled their adverts after they found they were appearing next to videos promoting extremist views and hate speech.

After some of Google’s high-profile advertisers left, Google publicly apologised for their lack of content moderation and pledged to give brands greater control over their advertising in an attempt to win them back.

“This marks a turning point for YouTube. For the first time, it’s dealing not only with reputation damage but revenue damage,” said Alex Krasodomski-Jones of Demos.

Facebook’s head of Global Policy states that ““We’re going to make it simpler to report problems to us, faster for our reviewers to determine which posts violate our standards and easier for them to contact law enforcement if someone needs help.”

But the fact remains that moderation of content is lacking and you can still find articles on how to make a home-made improvised explosive device like the one used in Manchester.

Perhaps pressure from advertisers is the key to changing social media sites…

Follow the YouCom Media news posts to see the next developments.

Data source:

Facebook graphic content policy sections 15.5 and 15.9.

Required reference:

YouCom Media News, May 2017, London, ‘Facebook Moderation’

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Michael Kors Campaign

Philip Wimbledon — Tue, 11 Apr 2017 16:51:08 +0000

On the 12^th May 2016, Michael Kors opened their biggest store in Europe on Regents Street, London. For the first time there is now a men’s product range in-store. YouCom Media looked at the marketing on offer from past campaigns and devised a course of action for how to take product marketing of fashion brands like Michael Kors to the public.

Product marketing for a retailer examines what products will be offered (in the case of Michael Kors, this is identifying the number of items in a range on offer. How strong is the product line?); It looks at who will be their target customers (how does your marketing communications connect with the type of segment the product wishes to attract?); How are the products going to reach those customers (the distribution channels); And what pricing will the products be offered?

The 16,000 square-foot space in London’s West End is Michael Kors’ largest boutique in Europe, boasting three floors of Kors collections. Michael Kors is celebrated the world over for his affordable must-have-handbags. Nearly every woman has either got a Michael Kors bag in her wardrobe or wants one. His aim, he said, was to make women ‘fall in love’ with his designs.

Michael Kors wanted a façade that houses a kitsch modern interior, with dark Macassar wood floors, Venetian wallpaper and made-to-order marble fixtures. The ground floor has the Michael Kors accessories range, the first floor has a wide women’s wear range and below-ground is the men’s collections.

Product Marketing Managers are the Voice of the Customer to the rest of the company. They have to gain a deep understanding of customer engagement with the product and drive that engagement. Michael Kors ultimately went for the GQ man with an underground pool table, drinks bar, white lighting and many models serving the customers.

To launch the new products for the opening of the new store #MyArrival was launched across platforms to follow four European men on their journeys to London. Each man has a unique style and social following to push the new men’s product range to the London audience; Matthew Zorpas, founder of The Gentleman Blogger with 128,000 followers; Parisian blogger Romain Costa; Mattias Swenson, a co-founder of bloglovin.com used by over 20 million; And DJ Laurens van Leeuwen (dating Victoria’s Secret Angel Romee Strijd and pictured above). This followed #SetYourSights a campaign more tailored to the female product range that has noted over 2.8 million hits.

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, April 2017, London, ‘Product Marketing with Michael Kors.’

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YouTube Space

Philip Wimbledon — Thu, 23 Mar 2017 19:35:21 +0000

One of these two vloggers would rather be somewhere else… Well now they can with the recent launch of YouTube’s “Space” for promising vlogger stars. YouTube took two years to build a 20,000 sq. ft. facility inside Google’s Headquarters at Pancras Square. For the next generation of Zoella’s, YouTube Space will give them access to top equipment and resource.

The equipment cost for the more established vlogger can easily run into the tens of thousands. At the London YouTube Space, there will be4K live streaming equipment with stages, studies and a 150 seat 4K cinema room. 360-degree cameras and virtual reality cameras are also available. Staff will be on hand to help give advice and top tips for how new vloggers can monetise their video channel.

However, you can only gain access to the new ‘Space’ if you already have more than 10,000 subscribers. Vloggers with more than 1,000 subscribers can still go to production workshops and receive an online course to help them increase their subscriber base.

YouTube’s London ‘Spaces’ is only one of many around the world. Their flagship ‘Spaces’ is in their Los Angeles office which boasts a 36 screen video display. They have the London one just opened in Pancras Square; then there’s Tokyo situated in their Roppongi Hills office; New York, located in the Chelsea neighbourhood of Manhattan; São Paulo in Brazil; Berlin, Germany in partnership with the MET film school; Mubai, India, Paris, France; and Toronto, Canada. With brands increasingly paying more attention to vlogger channels, the YouTube Spaces are big industry news.

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, March 2017, London, ‘YouTube’s Spaces for vlogger stars’

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Paid To Walk. Bitwalking

Philip Wimbledon — Mon, 25 Jan 2016 11:32:45 +0000

Imagine being paid to walk. Every time you walk to the shops, walk to work, walk to school, walk anywhere, someone pays you money. Well that’s what Nissan Bahar and Franky Imbesi have created and it’s taking the world by storm.

Their mobile app counts and verifies each step you take, earning the walker 1 BW$ for approximately 10,000 steps (about five miles). Immediately you can see it won’t earn you vast sums quickly, but hey you’re paid just for walking to work which you’re going to do every day anyway..

The mobile app reports the speed and type of movement as measured by the ‘accelerometer’. However, the total amount a person can earn in one day will be capped at approximately 3 BW dollars (nearly 30,000 steps). That’s potentially 90 BW dollars a month (£65 approx.). The Bitwalking team have also developed algorithms to prevent users operating multiple accounts.

In 2015 and early 2016, there has been a trend for fitness trackers with Sony, Garmin, Fitbit to name a few all producing wrist bands that monitor how far you’ve walked. The Bitwalking app just goes that one ‘step’ further by offering an extra incentive to keep fit. In 2016 a Japanese electronics manufacturer is already working on a Bitwalking wrist band that will let users earn without needing to have their mobile with them.

There are many potential advertisers and partners for such an idea. Shoe manufacturers will be quick to come on board, health insurers (think of the advertising campaigns by Prudential life insurance), environmental firms and anyone courting publicity (Virgin are already linked to Bitwalking). Imagine the data insight potential advertisers could have access to, which alone would generate the real-dollars needed to get the scheme off the ground.

Concerns over privacy of individual users walk patterns were answered by the co-founder Nissan Bahar who stated “That won’t be for sale. We may explore offering advertisers the opportunity to focus on different groups depending on how active they are, but we won’t pass on any information relating to individual’s movements.”

Employers could be invited to participate where their employees are encouraged to be healthier and the Bitwalking currency that they earn could be converted then paid in their salaries.

It’s estimated that western world users would earn on average 15 BW dollars a month. It is unlikely users could swap BitWalk dollars for real money but they would be used to buy goods much like the barter system in place before money was invented. Businesses that offer free coffees when you buy nine drinks (think Café Nero) could very easily get on board.

Franky Imbesi says “For some Bitwalking will be a free cup of coffee a week perhaps offered by local businesses to encourage people to explore their local shops. For others it could be a game changer, transforming their lives by enabling them to earn and trade in the same way with the rest of the world.”

That is a major point of appeal in the developing world. Poorer individuals where people have to walk far to go to work or to school or just to collect their daily water, could all see real tangible benefits. In this way the western world that has long taken part in philanthropic charity events to help those in need, could help the poorest in the world. Some charity donations never reach their intended recipients due to charity overheads, corrupt local government officials or local gangs who steal food and other goods funded from Western charities. But if Western companies working with Bitwalking could provide goods that users can exchange for their Bitwalking dollars, those poor individuals would directly receive the benefits.

The online store will sell goods for the same price in BW$ as US$. Now the 15 BW dollars per month doesn’t seem so low. $15 is approximately £10.00. There could be many goods bought for say three months’ worth (£30.00) and all from just walking.

Keeping the virtual shelves of this online store fully stocked will be one of the first challenges for the new idea, but so far, so good.

Of course with such a new platform it isn’t available to download in the app store. It is invite only but YouCom Media hopes you succeed and you can try your luck via the link below;

[APPLY].

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, Jan 2016, London, ‘You Can Be Paid To Walk.’

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Great Video Marketing

Philip Wimbledon — Wed, 12 Aug 2015 08:55:47 +0000

73 percent of people are likely to purchase a product or service if they’ve watched a video explaining it beforehand.

Videos are increasing in popularity every day and with more smartphone usage than ever before, they look set to see exponential growth. Yet many advertisers do not have a video on their business directory listings for example (contact our Direct Response team for advice from their content marketing ideas).

Secrets of great video marketing

Begin.

This is the hardest part for a brand, but if you begin creating video content, you’re already moving forward. Videos are a proven effective way for customers to remember your product and engage with your brand.

Graphic Savings

Animation videos look professional yet are a fraction of the cost of a top brand’s video budget.

Insertion.

YouTube and Vimeo are widely used. Others also exist which just like YouTube offer people the ability to search as they might on Google. Twitter is a great outlet for your video. Short clips work best using apps like Vine. More Info.

Popularity by association

If you can get a known celebrity to endorse your product or brand within your video, you gain instant access to their followers and fans. By that rationale it doesn’t have to be an A-list celebrity either (good luck with those), it could be a D-list celebrity. TOWIE stars are widely known within a particular demographic and will want the publicity that your product and advertising might bring.

Keep them short

People no longer have time for anything. Customers need to understand your marketing message within 2 minutes maximum. 30 seconds is ideal. Video is more an awareness and interest medium to direct traffic to your website or to call your company.

Social Media

Publishing the video on YouTube and Vimeo as previously mentioned is the first step, next you need to tell people about it. Social media with a Tweet link or on Facebook, is the ideal opportunity to do so and there are numerous advertising opportunities to promote your tweet or page to non-followers.

Cultural divide

Videos (particularly an animated video) won’t need a language option, anyone can view it. If necessary you could add local language captions later.

A.I.D.A

A boring video is just that, boring. How many customers are you likely to bring in if you only explain your product in the video? Create awareness, but most importantly create interest and desire to engage.

Life cycle

A video can last. Don’t be afraid to reuse it.

Copy cat

Don’t be afraid to copy something that’s working for another brand. Particularly if not in your sector. If The Priceless campaign emphasises MasterCard payment as the best way to pay for “everything that matters.” It is one of the most recognisable campaigns and has enabled MasterCard to build and maintain strong brand value and trust among consumers. Priceless ads run in 110 countries and in 51 languages, and focus on using a MasterCard card for what matters most in life. Has your sector got something similar?

Diversify

The MasterCard Priceless platform houses everything from their renowned Priceless adverts to consumer-based card promotions and competitions. Once you have a successful video, use social media to assess traction and then utilise it within other media and merchandising, signage etc.

Follow the YouCom Media news posts to see the next developments.

Glossary:

A.I.D.A – Awareness, Interest, Desire, Action

TOWIE – The Only Way Is Essex

Required reference:

YouCom Media News, Aug 2015, London, ‘secrets of great video marketing’

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Data Dead-Drops

Philip Wimbledon — Wed, 03 Jun 2015 10:37:57 +0000

You’ve just found data you shouldn’t have access to. Men in grey suits are coming to kill you. What do you do? YouCom identified a new viral craze with the answer. Data dead-drops.

Imagine the scene. Highly sensitive files, the sort of data that Hollywood tells us attracts men in grey suits ready to kill. Where do you offload it? A new viral craze has the answer. A media artist, Aram Bartholl, created ‘data dead-drops’. USB sticks embedded in walls all around the city, all around the world. Peer-to-peer file sharing in the physical world in true Banksy style.

YouCom has found the idea is spreading, growing to 1,500 dead-drop locations worldwide. It allows for anonymous, offline, file-sharing as a new kind of social network. If you have some homework or coursework for a friend, leave it in the wall by the side of Starbucks. Possibilities are endless and a new form of media sharing is born.

USB flash drives are embedded into walls, buildings and even curbs! Accessible to anybody in public space. Aram Bartholl invites everyone to take part and drop or find files on a dead drop. Each dead drop is installed empty except a readme.txt file explaining the project. If you want to install a dead drop in your city or neighbourhood follow the ‘how to’ instructions and submit the location and pictures.

To find out more, watch this upbeat video https://vimeo.com/16620712 or follow these instructions https://deaddrops.com/dead-drops/participate/

And don’t forget to Tweet YouCom Media about what you uploaded and where.

To reference data from this article, please use: ‘YouCom Media News, Mar 2015, London, ‘Peer-to-peer file sharing goes viral.’

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