Posts Tagged ‘Advertising

28
Feb
14

Under Armour Handled Olympic Crisis With Speed

When Under Armour produced what was proclaimed to be the fastest speedskating suit in the world, they must not have meant if U.S. Speedskating wore them.

The highly favored U.S. Speedskating team finished with shockingly disappointing results in the Sochi Olympics, failing to finish higher than seventh in any race, other than claiming a silver medal in the men’s 5,000-meter short-track.  Several explanations for the lackluster performance have been suggested, but the explanation that has caught the most fire centered around the high-tech “Mach-39” speedskating suits engineered by Under Armour and Lockheed Martin (http://usat.ly/1jMViOT).

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As a result of U.S. Speedskating’s performance, the suits were dumped midway through the Olympics and the team returned to the Under Armour skin suits used in previous competitions (http://wapo.st/1c5a6DF). Major complaints about the suits’ vents in the back, claimed they were letting air in and decreasing aerodynamics.

In response to the athletes and media’s outburst, Under Armour took action to protect its products, sales and brand image (http://usat.ly/1e23e9Q). While the crisis gained exposure across digital and print media, Under Armour implemented key tactics imperative in crisis communication management. Among these, timely responses and well-planned messages were key.

In response to the allegations, Under Armour stayed consistent with the brand’s image; stating it strives to produce the highest quality sportswear to its consumers and professional athletes.The brand was also strategic in its defense by offering help to the team, showing the brand acknowledges it may have been to blame for U.S. Speedskating’s poor performance. By focusing on continuing a relationship and providing them with support, Under Armour appeared genuine and human.

Another key tactic when implementing crisis communication is recognizing a spokesman for the brand and providing media strategy. Under Armour did this exceptionally well through CEO Kevin Plank. Under Armour set up a phone interview with Plank that can be seen in the video below (http://dailym.ai/1jOhoDv).

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Plank’s obvious media training showed well during the interview and paid off to reinforce Under Armour’s brand identity. He did an impressive job of keeping the interview centered on the brand’s mission and efforts to maintain its relationship with U.S. Speedskating.  In a crisis, media training should entail defining key messaging, pre-media interviews and carefully crafted responses to anticipated questions.

Moving forward, it’s imperative for Under Armour to sustain credibility of its products. There is no evidence supporting the skaters’ speculations, and their performance even after they returned to the old suits does not support their claims. With lack of evidence, Under Armour should perform multiple tests on the suit, specifically with the back vent and athletic stability of the materials used. By providing credibility, Under Armor will protect its product value and sponsorship of future Olympic teams.

Crisis can happen at any time – being prepared for when a crisis hits is essential to protect your brand. Do you need a crisis plan for your company? Let Weise help – visit www.weiseideas.com or email tracy@weiseideas.com.

Do you think the Under Armour suits were to blame for U.S. Speedskatings’ results? Tell us below and on our Facebook page.

30
Jan
14

Ad Preview: A Peak into the Playbooks for Super Bowl XLVIII

For some, the Super Bowl is the highest display of athletic prowess, eagerly anticipated all year. For advertising freaks like us, we wait for the ads.

We have a feeling the Broncos will not be the only stars this Sunday – This year, brands are going the extra yard to change up their strategies. Last year, brands such as Budweiser and Taco Bell won the laughs and recognition of viewers nationwide – but who is getting a slice of the Super Bowl advertisement pie this year? According to Forbes, brands from H&M, GoDaddy, Pepsi and Ford are taking a slice, and paying the whopping $134,000 per second to do so (http://onforb.es/1b4MuhQ).

As the only retailer to buy air time this year, H&M is making its second Super Bowl appearance, with an ad similar to its 2012 spot by again featuring soccer star David Beckham and the brand’s Bodywear line (http://nyti.ms/1bvEJBp).

Although the new ad will feature the same celebrity, it has a distinct difference from Beckham’s first appearance – interaction. Viewers are invited to vote for one of two endings to the 30-second Super Bowl commercial, allowing viewers to create what they want to see. Consumer interaction is vital in today’s marketing– now more than ever, consumers are talking amongst themselves about brands, so as a company, it is important to not only hear what consumers are saying, but listen.

Vote for your favorite ending here: http://bit.ly/1jyhEVt

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GoDaddy, a brand known for its provocative and gutsy Super Bowl ads, will launch a new image this year, and is using its Super Bowl ad to kick it off. The ad features NASCAR star Danica Patrick and a group of body builders running until they end up at Selena’s Spray Tan. The ad is part of a corporate makeover, and reflects a major shift in GoDaddy’s messaging (http://usat.ly/1ff6dOI).

Watch the new GoDaddy ad here: http://bit.ly/1aXIT8n

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Pepsi, who in the past has purchased multiple Super Bowl ad spots, is ditching the multiple 30-second strategy, and trading it for a single 30-second ad. The brand is putting their hail mary behind its sponsorship of the halftime show, starring Bruno Mars and The Red Hot Chili Peppers. Rather than focusing on the product, Pepsi is focusing on the brand as a whole. The altered strategy allows Pepsi to take the “Masterbrand” marketing approach that will translate into fewer stand-alone ads for sub-brands like Diet Pepsi (http://bit.ly/KPA2eL).

Another brand using a different strategy this year is Ford. The Super Bowl ad regular will run a pregame ad, featuring actor James Franco, after the coin toss but before the kickoff. A pregame ad will cost Ford 2.5 million, compared to an in-game spot costing 4 million (http://bit.ly/1cpuEKG). The new strategy was put in place because it gives Ford the chance to buy into the game without paying full price.

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As expected, other automotive industry regulars will appear; Toyota’s spot will feature the Muppets in with its new Highlander.

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Which brands are you most excited about seeing during the Super Bowl? Tell us below or on our Facebook page.

If you need a new and awesome commercial for your brand, visit www.weiseideas.com or email tracy@weiseideas.com. Go Broncos!

23
Jan
14

Dove proves you are more beautiful than you think

If someone asked me if I thought I was beautiful, I would say no. After Adweek released the “10 Best Ads of 2013,” (http://bit.ly/1ebFAYG) featuring Dove’s “Real Beauty Sketches” as their number one ad, I learned I am not alone in my answer.

According to Dove, only 4 percent of women worldwide think they are beautiful – a mere 4 percent (http://bit.ly/1c3lO3j). The viral ad, done by Ogilvy Brazil, created an astonishing perspective on beauty that is hard to ignore, with results even harder to believe.

The ad shows an FBI forensic artist sketching women (sight unseen) as they described themselves, and then as others described them. The differences in the final sketches are heart wrenching, and give “real” women, a reality check about self-perception – how we currently see ourselves, and how we should strive to see ourselves. Watch full ad here or below: (http://bit.ly/1aoEqho)

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With the overwhelming results of this social experiment, it is hard not to wonder who is to blame for the low self-esteem of women worldwide? Is it the advertising industry itself, or possibly the media, who constantly shoves photo-shopped, perfect-skinned, bronzed beauties down consumers’ throats? Whoever is to blame for the lack of self-esteem in today’s women, ads like Dove Real Beauty Sketches are impossible to ignore – and it has the “viralability” to prove it.

According to businessinsider.com (http://read.bi/1fXInvA) the ad garnered more than 114 million views total and more than 3 million shares, making it the most viral ad of all time. Dove was able to create content that viewers wanted to see, but more importantly, they wanted to share.

Dove’s “Campaign For Real Beauty” first launched 10 years ago, and has been helping women realize the real meaning behind beauty ever since (http://bit.ly/1bkFcXb). Ads like “Real Curves,” “Evolution,” “Pro Age” and most recently “Selfie,” have brought to light the qualities that make women beautiful other than looks such as confidence, intelligence and happiness. Dove has increased sales by 1.5 billion since Real Beauty’s launch, proving the campaign is aging well.

What do you think about the most watched viral ad of all time? Tell us here and on our Facebook page – and, remember ladies – you are more beautiful than you think.

26
Nov
13

Starbucks: More Than Just a Cup of Coffee?

Thanks to Jordan McNamara, who is the Starbucks lover and contributor of this article.

Grande non-fat no-water single-pump gingerbread chai. That’s my current go-to drink when pulling through the Starbucks drive-thru, and I’ll admit no Saturday morning is complete without one (although I rarely make that my only weekly visit). I’ll also admit I’m a proud gold cardholder (pic), earning a free drink for every 12 purchased, and the app on my phone lets me pay, reload and track.Image

Adweek recently featured Starbucks among their “10 Brands That Changed the World” (http://bit.ly/1aqspFd), touting “they don’t merely influence our spending habits, they determine who we are.” Starbucks transformed the way we think about getting a cup of coffee, elevating it to become an affordable luxury. With sales reaching $13.29 Billion in 2012, Starbucks customers are nothing if not loyal. Paying $5 or more per drink, the average consumer visits the chain six times each month, according to Adweek. Their red Christmas cups ring in the holiday season, and terms like ‘half-caf,’ ‘grande,’ and ‘frappuccino’ have become a second language to many.

What makes Starbucks customers so loyal? As with any great brand, the answer is embedded in its culture. This culture can be defined as that intangible extra that keeps people coming back over and over. Starbucks has nailed the art of human connection, welcoming each customer in with big smiles and encouraging you to linger in over sized chairs at large tables over your cup of coffee. This personalized approach has turned buying a drink into an experience. Starbucks is a place you want to hang out with friends, study or hold a meeting, and this sense of belonging is at the heart of its brand culture. Equally important to Starbucks’ culture is Ethos bottled water, fair-trade coffee, free iTunes songs; all aspects that reinforce who Starbucks is and what the brand stands for.

ImageIn the age of technology, Starbucks has also mastered connecting with consumers beyond physical store locations. Member alerts via text and email, the Starbucks app, social media engagement and seasonal specials reinforce a sense of community between the brand and its customers. Generating an emotional response is key to reinforcing behavior and creating a devoted following, both areas where Starbucks excels. It’s not so much about the drink, but more what you feel when you’re there. Starbucks has capitalized on this feeling to turn a $.25 cup of coffee into a $5 experience—an experience that is felt in 17,500 locations in 61 countries. This sense of connectivity, this feeling, is consistent across locations.

Whether in Denver, New York or Los Angeles, each time you walk through a Starbucks door you know exactly what to expect. Your drink will be made exactly how you like it every time, which brings me to what is perhaps Starbucks’ largest branding achievement—personalization. Imagine another drive through where you can specify each detail of your order, down to temperature and ingredient amount. In an age where consumers are demanding to be part of the process, Starbucks has allowed their customers ultimate control.

What brands do you love? Tell us here! Does your brand need a makeover? Let us help at www.weiseideas.com. We will take you through our coveted navigator session to make your brand an experience.

23
Jul
13

Healthcare Marketing: British Fertility Campaign Controversy: How Old is Too Old to Have a Baby?

The Duchess of Cambridge gave birth to a baby boy yesterday, continuing the conversation over delayed child rearing in Britain.  Duchess Catherine has now had her first son at 31 years of age.  Her pregnancy demonstrates the recent trend of women in Britain choosing to have children later in life.Image

According to First Response, a UK pregnancy testing company, women in Britain are postponing child rearing too late in life, which is why the company invested in a new fertility advertising campaign. The campaign, dubbed “Get Fertile Britain,” aims to shock, provoke, and some say shame, women in the UK to think about the consequences of delaying childbirth.

The campaign’s advertisement, receiving the bulk of the criticism, is a portrait of 46-year-old TV personality Kate Garraway, dressed as a heavily pregnant 70-year-old woman.

Relying on the shock value of the advertisement to stir conversations, First Response says the goal of the campaign is to alert women to think about fertility at a younger age, as studies have found that fertility declines with age starting in early thirties and declines rapidly after 37.

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First Response is overtly concerned because statistics have shown that women in the UK are choosing to delay childbirth more than women in any other country. The average British woman has her first child around 30 years of age, which is five years later than the average American woman. Many wom

en put off raising children because of student debt, the cost of raising a child, work and other life obstacles.

The campaign is receiving a lot of international attention, stirring up controversy among many women, some stating that “those struggling with infertility don’t need to see a wrinkly old mum” and that “the campaign is wrong, misogynistic, and naïve.” Many women feel the campaign is shaming them for making the choice to prolong childrearing.

According to a recent study, 70 percent of women in Britain want to have children and the majority are planning to have their first child in their early thirties.  75 percent are not concerned about their ability to conceive; however, those women over 40 years of age that needed IVF assistance were “shocked” that they needed fertility treatments in order to conceive.

What are your thoughts on the “Get Britain Fertile” campaign? Do you find it effective or offensive? Tell us in a comment below and at Facebook or Twitter.

01
May
13

HootSuite: SEO Killer or a Hotel for Owls?

HootSuiteWe are fans of HootSuite, the convenient, social media aggregation tool. We use HootSuite to scheduled posts in advance for the agency and for clients. HootSuite saves time publishing content to Twitter and Facebook. It keeps all social media streams in one location. HootSuite enables us to map out a tweet schedule, collaborate and edit future tweets.

However, we have been asked a very interesting question: Does using a third party social media pre-scheduling tool negatively affect our SEO ranking?

For this to be true search engines would not only be scanning and evaluating content, but focus on the posting methodology. We cannot find evidence that search engines are penalizing third party application programming interfaces (API). It is important to note that HootSuite makes is easy to post redundant content and commit other SEO errors.

However, we have found a HootSuite opponent – Facebook. According to a HubSpot study, content shared by third party API services received fewer likes on Facebook and fewer clicks. Facebook sees tools like HootSuite as possible vehicles for spam, and punishes Facebook pages that rely on these tools for the majority of their postings.

Our recommendation for marketers:

1. Use HootSuite to schedule non-time sensitive social media.

2. Do not use HootSuite as the exclusive method to post content.

Social Media is about engagement and if all the content provided is automated, is there much engagement? Also, it is critical to be timely and relevant. If there is a new story that has captured the collective attention of the country and you are posting a video that shows a behind the scenes look at an event, nobody is going to pay attention. Worse yet, you look like you are out of touch.

Tell us if you have used HootSuite successfully and if you agree that third party API doesn’t affect your SEO.  Share your stories with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

14
Mar
13

Vine’s six-second video new to social, provides marketing opportunity

GAP Vine TwitterTwitter, which currently claims around 500 million total users, recently launched the new video platform called Vine.  This platform allows users to share videos. In social media terms, think of Vine as a combination of Instagram and YouTube.

Vine allows users to create looping videos for friends and family, but the recording time must be six seconds in duration.

According to cognitive research, as humans we can comfortably process 2-3 words and one image per second. A Vine video of 18 words and five images should be your maximum. A six-second video is comparable to Twitter’s required 140 characters or less for a tweet.  Currently, Vine is free, but only available for the iPhone. However, it is making a large splash with fans. In just one weekend, more than 100,000 videos were uploaded to Twitter via Vine.

Many businesses are jumping on this six-second-video-clip bandwagon and are utilizing the tool for marketing purposes. Companies, such as GAP, Topshop and Threadless are using Vine as a platform to shoot short video clips of behind-the-scenes action. We expect to see teasers of larger marketing and promotional campaigns on Vine.

Vine also helps companies to drive traffic to other social media channels by including an essential call-to-action at the end of the video, such as “follow me to Twitter” or “like our Facebook page”. If done well, these clips should emotionally connect to the story, which is a vital component of marketing. Another brilliant marketing aspect of Vine videos is the endless looping, and repetition is key in increasing awareness of a brand or product.

For marketing endeavors, Vine can be a great tool to drive traffic, promote a product, etc., so long as the video includes a call-to-action in the end of the six- second clip.

Will your company be joining Vine to leverage marketing efforts? Do you think Vine will be better over time like fine wine or simply another in a line of social media apps that decline?

A huge thank you to Sarah Shepard for her research and contribution to this blog.

Share your thoughts about Vine with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.




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