We use real data every day to spark ideas that let us reach our audience better and deliver the kind of content they’ll love. But when you’re in a pitch meeting, you need more than an idea – you need to prove why your idea will reach your prospect’s target audience better than any other pitch they’ll hear from any other agency.
Research has shown that it takes a person one-tenth of a second to make a judgement (a fairly accurate one) of another person. It’s why first impressions are the most important, and also why the first few minutes of your pitch meeting are vital to whether you succeed or fail at winning new business.
Consumption behaviors – what people buy, what people read, how frequently they perform these actions – are strong indicators of marketing that worked in the past. Maybe even the recent past. But if you’re using consumption statistics to measure interest in your product right now…you can do better. After all, the people who have bought already are no longer in the market. They’re not your prospects.
Millennials the second-most studied generation in the history of the world – second only to their parents, the Baby Boomers. And, thanks to their Booming parents, they’re also one of the largest generations in history, and right now they are entering their prime spending years in droves. The Millennial market is 80 million strong with annual purchasing power of more than $200 billion. This is the generation that will dictate how we buy and sell for the next several decades, and they come with a lengthy list of demands.
Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella, which just came out in March of this year, has a central concept that can be summed up in 10 words: Nothing is as good as actually talking to your customer.
Under Armour is a sportswear company with one of our favorite taglines: “Everything here is built to make you better.” The company’s CEO is Kevin Plank, a former University of Maryland football player who has made it clear that his goal is to dethrone Nike as the world’s top retail sports brand. Under Armour has a shot – even though Nike still makes 10 times as many sales, Under Armour is growing three times as fast. Last year, Under Armour won Ad Age’s 2014 Marketer of the Year award for its “I Will What I Want” women’s campaign, which finally allowed them to expand their appeal across gender lines.
For H&M’s new autumn collection, the brand launched the “#SelectedByBeckham” campaign, starring its long-running brand ambassador David Beckham, alongside comedian Kevin Hart. In the nearly 7-minute long film, Hart inserts himself into Beckham’s life, mirroring Beckam’s every move (much to Beckham’s dismay), in order to prepare for the lead role in the David Beckham’s fictional biopic, I Beckham.
Kate Spade & Company, the (primarily) women’s clothing brand, did fairly well in 2014 with net sales up by 40 percent. CEO Craig Leavitt was optimistic about growth, saying “we see a clear path to becoming a four billion dollar business at retail.”
Surfing, mountain climbing, skiing, fishing, kayaking in the wilderness - the Patagonia brand lives and breaths passion for the outdoors. Not surprisingly, so do its customers. Patagonia isn't one of those brands that pays lip-service to the outdoors while selling to plaid-clad hipsters. Their customers really are the people who are scaling sheer cliff faces and tearing down snowy hillsides at one-hundred miles per hour.
Cambridge and Stanford researchers don’t get where they are by being wrong, so you might want to hand your social life over to your computer – or at least, your marketing. Why? In a recent study conducted by researchers out of the University of Cambridge and Stanford, they compared the accuracy of personality judgement between computer models (data-based social profiling) and people.
The newest “new face” of Old Navy is Julia Louis-Dreyfus, at least after Amy Poehler took her beautiful face elsewhere. And, if you go by the demographics of the clothing brand’s recent spokeswomen as any indication, Old Navy’s target audience should be between 44 (Poehler) and 54 (Dreyfus) years of age, female, and fans of comedy. But you know what they say about assumptions – they don’t fit very well in skinny jeans. So we took a deep dive into the consumers of Old Navy to see who they are, where they live, what they like, and who they look to for lifestyle inspiration.
When was the last time you read about a brilliant marketing strategy so effective, it thrust its brand into the spotlight? Well, if you’ve been reading our blog, the answer might be last month when we did a deep-dive into Adobe Photoshop’s Halloween “Murder Mystery” campaign to see how and why it worked. If you’re an account planner or marketing strategist, you’re probably very aware of the best recent advertising campaigns and branding strategies, but do you know the people behind them?
Have you checked Google Analytics lately? If it’s been awhile since you’ve delved into your data (at least on that platform), you may be surprised at how Google has grown. Now Google Analytics can tell you much more about your audience than how many unique views you’ve gained in a month. They’ve expanded into more detailed demographic information with their Audience data.
With the 2015 MTV Video Music Awards coming August 30th, you may well wonder which superstar will take the coveted honor. Or, you might just want to check out which artist or track your target demographic is listening to right now. Either way, this map reveals who’s groovin’ to what around the country based on their Affinity scores.