P2Blog

Snapchat is Not for Advertisers (Weekly Roundup: April 17)

Posted by Samantha Stallard on April 21, 2017
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Every Friday, the P2Blog will feature five industry articles that are trending, relevant, shocking, hilarious, or rediscovered. The Weekly Roundup is a curated list of what Pop2Life is sharing around the office - complete with our thoughts and on-point opinions (IMNSHO).

Have a blog, video, case study, infographic, or article you'd like to see included in next week's Roundup? Send it our way! We'll give credit where credit is due with a link to your Twitter handle and website.

 

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1. Buck Up, United Airlines! You'll Be OK!

 

Video courtesy: Yeshua Kadosh

Found in AdAge, written by 

Note to United Airlines: As Confucius or Abe Lincoln or maybe Oprah once said, "This too shall pass." No, seriously. Remember how Delta's computers went haywire in January and it had to ground hundreds of flights for hours? That sounds pretty bad, except for that time last August when a power outage at Delta HQ grounded thousands of flights over several days.

Or remember how back in 2011 JetBlue basically imprisoned more than 100 passengers for seven hours on a plane parked on a tarmac without food, water or working bathrooms and wouldn't let them off until the police intervened? Which also sounds pretty bad, except that time in 2007 when nearly 1,000 passengers across nine different flights were trapped on tarmacs for up to 11 hours by, yep, JetBlue.

If there's one thing we've learned, it's that those who fail to learn corporate-PR-f*ck-up history are doomed to repeat it — and that's basically fine, because the media always moves on to the next brand meltdown and the social media hive mind is forever ready to ... reaccommodate.

Our take: 

Each time a corporate scandal breaks, and there is always a new one, the public is outraged and demands accountability, while executives try to deflect and minimize. Corporate misconduct and employee misbehavior are so widespread that its almost normal. Consumers react in outrage, take their emotions to Twitter, stocks plummet, time goes on, another brand screws up, and suddenly we're all silently flying United again.

However, United Airlines still needs to issue a more sincere apology - taking responsibility for overbooking the plane and humiliating a passenger with unnecessary force. Remorse is everything. Then, United must review their policies and take action with PR announcements broadcasting the positive changes and, once again, apologizing for the mistakes they made.  

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2. Propel Launches New Campaign With Jessie J and Fitness Classes

bizbash_propel.jpgPhoto Courtesy: Propel

Found in BizBash, written by Mitra Sorrells

Propel Electrolyte Water will host a series of workout events for consumers in cities across the United States beginning May 16 in Miami and ending with a two-day festival in Los Angeles in mid-August. The events are known as Propel Co:Labs because they are a collaboration between the brand and fitness instructors in each of the host cities. New this year, the company has partnered with entertainer Jessie J who created a fitness chant—“Let’s Get Ugly”—to tie into the campaign’s theme.

“’Let’s Get Ugly’ is all about celebrating the moments in a workout when you’re going all out, and it shows; those times when you want to give in, but you push through to be your best self,” said Gina Hardy, senior director of marketing for Gatorade and Propel, in an email statement. “Propel … wants to help people to push themselves to achieve their best workout, and wanted to partner with an artist that shares that same drive and passion for fitness. Jessie J has a powerful, unique voice and a remarkable talent for creating memorable music that people love.”

Our take:

The free Co:Labs are scheduled for Miami, Denver, Chicago, New York, and Los Angeles from mid-May through early August, and will offer classes from local instructors and music from DJs. These experiential campaigns are a terrific vehicle for making this emotional connection with consumers - letting them literally interact with the product in an authentic and natural environmentInstead of having a sales rep behind a table pour and distribute samples, attendees have the chance to interact with Propel in the same environment they will as consumers.

As part of the campaign, Propel is partnering with Pandora and Under Armour Map My Fitness, which will be launching music- and fitness-geared programs later this spring. These partnerships only help all brands involved. Partnership marketing is about finding people or businesses who have influence because they already have a relationship with a community, group or marketplace, and getting them to introduce your business to their network. 

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3. Don't Hire Brand Ambassadors, Hire Performers: Q&A with Mustard Lane

Basit_Nina-1.jpg

Found in P2Blog, written by Samantha Stallard

I had the opportunity to interview Mustard Lane's Business Development Manager, Molly Montgomery, to discuss the history of the company, her take on the staffing industry, some of the coolest experiential activations she's ever seen, and what The Beatles have to do with it. Read the full interview below!

Tell us the Mustard Lane story.

Ten years ago, our founder and CEO, Kristal Mallookis, graduated from the University of Northern Colorado with a degree in dance. Upon moving to New York, she found herself taking temporary work handing out flyers and noticed her co-workers would often show up late, skip shifts, and not communicate with their bosses. Kristal knew she could find people better than this and that’s when Mustard Lane was born. Over the last decade, Mustard Lane has evolved into a company that does so much more than flyering.

All of our employees, who we lovingly call “Laners," are performers in some capacity. They really love working for us because they can participate in our crazy cool events and still pursue their artistic endeavors. I’m a writer and actor myself, so when I met Kristal I instantly felt like I fit in with her family of performers. Actors make the best BAs because they know how to talk to people, keep them engaged, get dressed up, sell a product, and represent a brand. We make the event special because we're having fun and pursuing our artistic endeavors simultaneously.

It's a great community and our holiday parties are always a blast! We have a talent show every year and everyone gets on stage to show off their skills - last year, one of our male employees did a Nina Simone impersonation. He sounded exactly like her and maybe even better! And the name is a reference to The Beatle’s - our first client called Kristal "Penny Lane" and she called him "Mean Mr. Mustard." So Mustard Lane was born.

(Click on the title to read more!) 

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4. Don't Make a Titanic Mistake: Bigger Experiences Aren't Always Better in Experiential Marketing

170418-sinking-ship-lg-1.jpg
Photo courtesy: MarketingProfs

Found in MarketingProfs, written by Steve Randazzo

When planning an experiential marketing campaign, it can be tempting to sink a titanic budget into the splashiest one-day event ever conceived, but that single-minded pursuit of buzz is risky. There are icebergs in those waters.

Persuasive ad content, viral videos, and giveaways aren't enough. You need to go deeper and solicit an emotional reaction from your audience, which is the reason why consumers love brands like Disney, Rolex, and Red Bull. They sell lifestyles. When consumers think of any one of those companies, they know exactly how its products will fit into their lives.

Experiential campaigns are a terrific vehicle for making this emotional connection with consumers. You can let them touch, hear, smell, and (if it's edible) taste your product. Instead of having a sales rep cook and eat a frozen pizza while spouting off facts about its nutritional value, allow attendees to cook the pizza themselves, smell the cheese as the pizza bakes... and burn the roofs of their mouths because they can't wait to try it.

Our take:

We would rather throw an intimate, VIP experience for a hand selected group of fans than fill an arena. Sure, an arena would earn a lot more money, but the ROI of experiential isn't all about financial profit. Experiential marketing is a long-game strategy - it's about establishing an emotional connection with consumers, earning their trust, and ultimately earning their loyal business. 

Smart brands meet their target demographic where they want to hang out, and offer an experience they want to experience. Building targeted campaigns that suit the specific desires of a niche audience creates loyalty and builds more trust than the as-big-as-possible approach. Your best customers will feel like you "get" them, and they, in turn, will reward you.

Begin with the end in mind. Clear objectives in the planning phase are critical to a successful event. Obviously, sales are a good goal to have, but they're more likely to occur after the event. Your job is to figure out what needs to happen during the event to make this goal a reality.

 

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5. Why Snapchat Might Be the Next Twitter (Not in a Good Way)

0417_Mythbusting_Snapchat_wide_crMartinElfman.jpgPhoto courtesy: Martín Elfman for Advertising Age

Found in AdAge, written by 

Today, Twitter is a lively global conversation board for hundreds of millions and is the preferred megaphone for the president of the United States. But it remains unprofitable, and quarterly year-over-year growth in monthly users has fallen below 5%. So it's understandable if there's a little less eagerness to gulp the Kool-Aid about social media's Next Big Thing. And regarding Snapchat, well, just see my colleague George Slefo's recent post about a marketer survey by RBC Capital Markets in conjunction with Ad Age. On the question about return on investment, respondents rated only AOL below Snapchat, with Twitter, Facebook, LinkedIn, Google, Yahoo and YouTube ranking higher. Other results were discouraging as well.

Snapchat counters that the survey included many smaller brands that have yet to be educated about how to best deploy Snapchat. And I get that -- Snapchat is still a toddler (it went live in September 2011) and there's a certain cultural code among its primary millennial and postmillennial user base that is hard for a lot of marketers to crack.

But at the same time, I'd argue that Snapchat has some fundamental structural issues, at least in its current configuration, that profoundly limit its utility as a marketing platform. Remember that Snapchat is at its heart a messaging app -- and one that celebrates stream-of-consciousness ephemerality.

Our take:

Snapchat's brand content often lacks the personality and the fun that the brand so desperately wants to convey. The Stories from Vice, Buzzfeed, ESPN, and more Buzzfeed are the exact same articles we scroll past in our Facebook feeds and revoke likes for on Instagram. So much of it feels vaguely desperate and pandering - these brands are not the reason we all go on Snapchat. We go on Snapchat to feel FOMO about what our friends are doing without us and to drool over the glamorous, and staged, lives of our favorite celebrities. 

With its content partners and searchable public Stories, Snapchat has clearly realized that selling ads against content requires an arsenal of quickly searchable and shareable content from already-Internet-savvy brands. Plus, the content they're promoting needs to be safe and easily digestable for mass appeal. How does Snapchat move past that and find the balance between its deeply personal core messaging functionality and its ambitions to be a place for brands to spend big to reach rapt consumers? That's a challenge that not even Twitter has mastered.

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Topics: pop culture, news, experiential marketing, events

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