She Blinded Me With Science (Weekly Roundup: August 4)

Posted by Samantha Stallard on August 4, 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).

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1. Condé Nast Uses Neuroscience to Prove Its Sponsor Posts Work

Conde-Digiday.jpgPhoto courtesy: Digiday

Found in Digiday, written by Bethany Biron

The findings showed high levels of resonance for Condé Nast posts across both platforms — specifically, its videos were 60 percent more effective at memory encoding than traditional YouTube pre-roll advertising and 17 percent more engaging than general Facebook content, including user-generated posts from friends.

Josh Stinchcomb, chief experiences officer at Condé Nast, said ultimately the study served to affirm and legitimize the company’s existing digital efforts, but will also help inform ways for the company to evolve across its brands.

Part of Condé Nast’s higher resonance rates can be attributed to targeted advertising techniques that have made it easier to tailor content to a particular type of consumer or reader. For example, it’s now easier than ever to tailor fashion-centric Condé Nast videos to consumers using YouTube to seek out style tutorials. According to a recent study by social advertising consultancy Strike Social, fashion has the second highest ad viewership rate on YouTube across industries after education content — at 13.4 percent higher viewership than the industry average, at 31.9 percent versus 27.7 percent.

Our take:

Brands like Condé Nast aren’t competing with other brands, businesses or products anymore. They’re competing with clutter. They’re competing for attention. They’re competing for “mindshare.”

Consider how many bits and bytes and emails and tweets and status updates and blog posts and instant messages and “viral” videos that equals. Not to mention how many brand messages, ads and promotions (most poorly targeted) are hitting you in the face virtually every step of the way. When there’s a wealth of information and a poverty of attention, and dozens of screens from palm-size to stadium size are beckoning you to  “Like! Follow! Pin! Share! Tag! Tweet! Subscribe! Buy!” … the easiest, most evolutionarily astute thing to do is to ignore them all.

Which is why Condé Nast videos that taps into your senses, your emotions, and creates vivid memories and powerful, positive associations doesn’t just deliver a solid “return on brand favorability.” It turns the proverbial needle in a haystack into a genuine beacon of branding. It makes you lean in. It grabs your attention because it speaks right to you in ways that access all five senses and goes beyond the incessant stream of ‘me me me’ noise.

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2. Trend Spotting: Turning Guests Into Artists

Comedy Central_SDCC2017.jpgPhoto courtesy: Comedy Central

Found in BizBash, written by Claire Hoffman

The popularity of adult coloring books proves that people of any age love to embrace their inner child. Event planners have taken that concept a step further, asking attendees to draw, paint, or spray paint on the walls, floors, furniture, and more. It's a surefire way to get guests engaged—and Instagramming—and it adds a memorable, interactive decor piece to the event. 

Comedy Central’s 'Broad City' Coloring Book at Comic-Con International: Comic-Con International, which was held from July 20 to 23 in San Diego, is known for over-the-top stunts and interactive fan experiences. Comedy Central series Broad City got in on the action for the first time this year with a life-size coloring book activation. Illustrations designed by Broad City artist Mike Perry covered the walls and furniture.

Long Beach Convention Center’s Opening Party for the Cove: On July 20, the Long Beach Convention Center opened its newest event space, the Cove, with a street party that included food trucks and games such as ping-pong and foosball. In honor of Long Beach's history as a port town, and to tie into Pow Wow Long Beach, which created large outdoor murals around the city, the event at the Cove featured large shipping containers that guests could paint throughout the evening. The containers were provided by Duncan & Son Lines. 

Champagne Creative Group at BizBash Live: At BizBash Live: Los Angeles and BizBash Live: Florida, held on July 19 and May 4, respectively, Champagne Creative Group encouraged guest participation at its booth with a giant coloring book.
Our take:

So rarely do adults have the chance to have a creative outlet. As children there are endless opportunities to draw, paint, sculpt, and explore, but adults have much fewer resources and opportunities to focus on themselves and their own personal growth. While it seems silly to highlight creative activations as therapeutic - they can be!

Psychologist Carl Jung used to recommend coloring to help his patient’s access their subconscious and new self-knowledge as an alternative to meditation, as a means of relaxation, and as a calming tool. The time and focus that it takes people to concentrate on the creative task in front of them lets the brain take a much-needed break.

Exploring your creative side has intellectual benefits, too - utilizing parts of the brain that enhance concentration, focus, organizational skills, and problem solving. The frontal lobe is responsible for these higher level activities and functions of the brain and coloring detailed pictures activates all those properties. The lines at the Comedy Central and Broad City lifesize coloring book at Comic-Con prove that this is definitely an experiential trend many industries can benefit from

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3. Why New Yorkers Desperately Need Broadway in Bryant Park

BIBP_Instagram_FH.pngPhoto courtesy: @funhomemusical Instagram

Found in P2Blog, written by Samantha Stallard

Beyond singing along to showtunes and gawking over the incredible, multi-talented performers, New Yorkers need Broadway in Bryant Park. Why? Because it's becoming increasingly important to take breaks at work - both for our productivity and mental health. Only half of U.S. adults employed full-time work 40 or fewer hours a week, according to a 2014 Gallup poll. The average workweek is now 47 hours, with nearly one in five full-time workers clocking 60 hours or more, the Gallup poll revealed.

Taking time away from the office during the work day actually helps keep us focused. When employees spend too much time concentrating on one task, their brains start to eventually wander and get foggy.

Breaks also help us reevaluate our goals, allowing us to take a step back and make sure we're approaching tasks in the best way. Sometimes, when we're deep in the heart of a project, we care more about finishing it than finishing it well. Taking time away to assess our work more diplomatically encourages us to stay mindful of our objectives. Beyond reevaluating, down time is often when inspiration strikes. Breakthroughs that seemingly come out of nowhere when we're riding the subway or cooking dinner because are brains are relaxed and more capable of assessing powerful insights.

Breaks are particularly re-energizing when employees spend them doing something they enjoy and when taken early in the workday. Employees who are able to escape from the office during late morning or early afternoon have more energy, more motivation to return to work, and are better able to concentrate when they return. Early breaks are also associated with fewer symptoms -- such as headaches, eyestrain and lower back pain -- when employees return to work, according to a study by Emily Hunter of Baylor University.

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4. How Best Buy is Holding Its Own in an Amazon World


Found in Digiday, written by Yuyu Chen

To compete with Amazon, Best Buy has been stepping up its focus on helping people buy complicated products. Its Geek Squad helps shoppers with technology questions and product repairs in stores and at home. Its shop-in-shop program gives suppliers like Microsoft and Samsung real estate inside Best Buy, where supplier-hired sales associates and Best Buy’s agents are steeped in product knowledge.

“Best Buy didn’t simply say, ‘We have stores and Amazon doesn’t,’ which is how many brick-and-mortar retailers have approached the Amazon question,” said Jared Blank, svp of data and retail insights for marketing firm Bluecore. “Rather, it focused on what those stores could actually provide that was a significant benefit over shopping at Amazon.”

With its shop-in-shop program, Best Buy is taking a page from the Apple store, with its reputation for customer service, according to Michael Klein, Adobe‘s head of retail. Jenny Fawcett, gm of channel sales for Microsoft, a shop-in-shop partner, said Best Buy was one of the first retailers to introduce this model at scale. The program also benefits suppliers that don’t have as big a retail footprint as Best Buy does.

Our take:

The electronics industry isn't dying, but what consumers expect from it is changing dramatically. Now, people want to be given a personalized shopping experience based on their exact needs in which they're able to choose a fairly priced item that solves the majority of their problems. Beyond making a purchase, consumers want to play, explore, and test out products without sales reps breathing down their necks to purchase. Best Buy employees are there to educate and encourage shopper exploration, then offer a competitely priced solution to buy.

This trend is further proof that experiential marketing is at its most powerful when it is an owned experience. While, of course, making a sale is still the ultimate goal for any Best Buy employee, owning the entire experience from start to finish the brand to customize the store experience according to their vision and sales goals. Consumers are in charge of their own sales cycles - they know what products they're in the market for, they know their price range, they know their needs, and they know when they're ready to buy

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5. Influencers are Like Rocket Launchers for Your Brand

BusinessmanTricycleRocket.jpgPhoto courtesy: Adweek

Found Adweek, written by Julia Copley

Good and fast influencer marketing: celebrities: This is how most influencer marketing campaigns are structured. Dozens of influencer agencies will happily take your money and connect you with their stable of influencers. Within about two weeks, you can have a live influencer campaign up and running.

Depending on your budget, they can facilitate the entire process (contract negotiation, content rights usage, category exclusivity, creative brief, performance reports, etc.) or let you handle the details. After you finalize the arrangements, the influencers you choose will create content on behalf of your brand and publish it to their channels. Boom: Endorsement and visibility among your target audiences. Sit back and watch your traffic spike.

Good and cheap influencers: advocates: It will take a talented influencer program manager at least 12 to 24 months to develop an advocate group—nurturing a handful of your existing fans and turning them into legitimate publishers, thought leaders and influencers. This is a great long-term plan, and you’ll learn a lot about your brand and its strengths and weaknesses in the process. The resulting advocates are almost like family for your brand: They’ve been with you forever and know you inside and out.
Our take:

Experiential marketing is not just brands trying to outspend each other - the corporate version of "one-upping." Consumers are savvier and quick to identify a brand partnership that seems to exist only for the hype.

Influencer and brand partnerships have to be authentic to be successful. In 2014, Lady Gaga performed on the Doritos Bold Stage at SXSW. Fans were encouraged to share videos of themselves doing #boldchallenges to win tickets to the show. On stage, Gaga never mentioned the sponsor’s name, let alone a hashtag. In fact, she passionately chided big business, telling the crowd that you don’t need corporations to be an artist. “I won’t play by your f*cking rules,” she screamed. Later Gaga pleaded with fans to put their phones down, which would of course prohibit them from tweeting #bold things. “When you leave the earth no one’s gonna care what you tweeted.”

Instead: Do some market research about your consumers. Who are they? Where do they live? What kind of music do they love? Ensure that if you partner with an artist or another brand, the two go together better than Doritos and Lady Gaga.

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Topics: pop culture, news, experiential marketing, events

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