Learning From Bad Super Bowl Ads
The principles that apply to creating a superior Super Bowl television ad are the same that apply to any marketing situation, just kicked up a notch or two. First of all, you need to break through and get the viewer’s attention. Second, you need to communicate something that is both relevant and authentic to the brand. Some meaningful story must be embedded in the execution. And third, viewers must be able to get the point, understand what it is that’s being sold in such a way that it changes, or wholly supports, their belief about the brand in a positive way.
Tips for Content Marketing from 17 Experts
Content marketing is becoming an increasingly sought after skill in the world of online marketing. Traditional link building for SEO purposes is becoming a riskier business, and with the amount of online noise, it is harder than ever for your content to stand out from everything else that is happening on the internet.
From 6 second vines to 30,000 word guides, content marketing principles can be applied to just about anything that you need to promote online, regardless of the medium.
Image courtesy of molly golly via Flickr
Interview with a Human Billboard
Jason Sadler, 31, now Jason SurfrApp, is based in Jacksonville, Florida, and appears on social media wearing corporate T-shirts for a fee.
Q. How did you get the idea to have companies pay you for wearing their T-shirts?
A. Clients at my web design firm were asking about social media, and since most companies already have a T-shirt, I realized that would be a good promotional vehicle. I started IWearYourShirt.com in 2009, to offer funny photo and video campaigns featuring corporate T-shirts.
Image courtesy of biblioarchives libraryarchives via Flickr
Using Broadway to Reach Target Demographic
Stage 17, launching a public beta next month ahead of a wider roll-out later in the spring, targets a mostly female demographic of tech-savvy, cultured 25-to-54-year-olds, an audience segment its founders believe are underserved for digital video content — and one that matches up neatly with the influential demo that has long been responsible for the majority of Broadway ticket sales.
Image courtesy of Ryan Hoard via Flickr
Words to Avoid in Email Marketing
Many of these messages contain trigger words--they alert me to marketing language or truth-stretching. Sometimes, trigger words tell me the person is not being sincere (for example, when they say "sincerely"). As such, I try to root out this kind of language from my own email communications.
Image courtesy of SocialBlzSolutions via Flickr
5 Technology Trends To Watch
2014 will be an exciting year for nonprofit technology. Numerous communications and fundraising trends are on the verge of going mainstream and nonprofits committed to early adoption have a number of new tools and strategies to pioneer this year. Social media will remain a top priority for nonprofits in 2014, but 2013 helped solidify social media as a mandatory set of communication tools. It’s no longer cutting edge, but rather an integral component of a successful online communications and fundraising strategy similar to website and email communications.
Image courtesy of cargocult via Flickr
Can Museums Compete with Ted Talks?
Every organization, every discipline, dreams. When we close our eyes we picture ourselves practicing our craft at the peak of excellence: teaching, provoking, spreading joy, having profound impact in our communities. But even dreams have limits, based on our experience of what is possible. Dreams come in different types and sizes. Different scales.
Our industry, museums, forged our dreams in the 20th century when being successful meant having impressive buildings full of experts, big collections, and visitors through the doors. That was our reality, there was no Internet yet, and we could imagine no other type of success.
Image courtesy of Edward Chambon 94
Tackle These 6 Content Challenges
"Content is King" might just be the most over-used marketing phrase of the last few years (sorry, but it is), there's no denying just how important content is as the foundation to an enterprise's marketing mix. Whether your goal is to gain traffic, leads, or sales, effective content marketing tactics attract, entertain, captivate, teach, and build trust. More simply, content turns brands into thought leaders.
Image courtesy of Podknox via Flickr
3 Google Ad Words Features for Arts Organizations
Google AdWords just keeps getting better. AdWords is adding features that are super useful for arts organizations that sell tickets online. Here are three you should be using — and all three can be used on a Google Grant account:
Image courtesy of pasukaru76 via Flickr
Fueling Tech Innovation with Artistic Inquiry
California’s famous innovation factory, which counts Sergey Brin and Larry Page of Google, Reed Hastings of Netflix, Kevin Systrom and Mike Krieger of Instagram, and Peter Thiel of PayPal among its alumni, has discovered that arts are the future. “Stanford is aware that it’s educating leaders,” explains Stephen Hinton, a professor of music and the director of the Stanford Arts Initiative. “And leadership isn’t just about having technical skills and economic savvy, but about having a broad range of skills.”
Image courtesy of The Cleveland Kid via Flickr
The Science of Viral Content
Scientists studied why internet stories go viral and confirmed what Buzzfeed and Upworthy already know: In the hierarchy of digital contagion, content that evokes powerful emotions floats mercilessly to the top.
Image courtesy of leonelcunha
The Technical Answer
Contrary to popular belief, people don't always like new things. Sometimes people don’t even agree whether something really is new or not. Take the question of “the new” to theatre artists, some of whom have been working in the profession for decades, and the response seems to be contradictory: Theatre is bursting with new technology, the likes of which we are still not clear on how to deploy effectively—and yet there is nothing new about theatre. We tell stories. We put actors on a stage, give them an environment, ensure they can be seen and heard when necessary, and tell the story the best we can.
Image courtesy of bigiain via Flickr
The Perks of Nosebleed Seats
Americans call them “the nosebleeds.” We British know them as “the gods.” They’re the top tiers of the world’s major opera houses, and during my first years of dance-going in the 1970s and ’80s in London, those cheap seats were where I spent most of my time. (Friends used to suggest that I should just string up a hammock at Covent Garden and spend the night there, too.) When I first visited New York, standing room at the back of the fourth ring of the New York State Theater was where I occupied every evening.
Image courtesy of zigazou76
The Power of Volunteers
Crowdsourcing, crowdfunding, clicktivism: it's now easier than ever for the public to engage with a brand, campaign or project. I can donate to an Afghan film funding campaign on Kickstarter or sign a petition to oppose the closure of a hospital on 38 Degrees from the bus to work in the morning. You can throw a whole load of 'game-changing' clichés at this particular wall but without doubt it is great to be able to connect so easily and widely with potential supporters.
Image courtesy of Ryan J. Quick via Flickr
Live Events are the New King
Word-of-mouth marketing may be the hot new trend, but when it comes to getting people to recommend a brand, nothing gets people talking up a brand like live experiences do, a new study shows. Momentum Worldwide surveyed more than 6,500 people in nine markets globally to compare the impact of 23 types of brand experiences, including watching TV commercials, visiting a brand’s social networking page and attending a branded music, sports or other event. Among the takeaways: Attending a branded live experience drives 65 percent of people to recommend the brand and 59 percent to buy it at retail afterwards.
Image courtesy of zigazou76 via Flickr