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Articles by Matthew Kates
7 Tips for Promoting Your Marketing Agency
You do great work for your clients, but do you treat your own marketing agency with the same care and commitment? If not, you may need to step up your own promotional efforts and apply a little self-care. While the more mainstream self-care methods are aimed at individuals, the concept absolutely applies to businesses as well. If clients see that marketing agency doesn’t take the time to promote itself, they may follow your lead and decide it’s not worth their efforts either.
How Attribution Can Lower Customer Acquisition Costs
Attribution measurement can be a key tool for determining which marketing channels work and which can help cut customer acquisition costs. Marketers in verticals like financial services have long understood that they need to play the long game when it comes to acquiring new customers. Considering the potential payoff, it can be common to see numerous special promotions and premiums offered (free toaster anyone?), and acquisition costs in the hundreds of dollars.
Lonely Whale Puts Single-Use Plastic Water Bottles on the Hot Seat
Like plastic straws, the world’s consumption of plastic water bottles is a growing problem: 500 billion plastic bottles are used around the globe annually. Lonely Whale, the non-profit centered on ocean health, has hatched a new campaign to help combat that staggering number.
Plogging? What's That? Michelob ULTRA Will Let You Know
Team ULTRA—Michelob ULTRA that is—will again be running the New York City Marathon this November, but with a twist. To earn one of the 95 Team ULTRA bibs, runners will have to demonstrate their passion for the environment by showing the brand how they incorporate plogging into their fitness routine to help make the environment a better place.
How to Find and Employ an Influencer Army
Brands that have a roster of influencers they work with regularly know how effective they can be at raising brand awareness, increasing engagement and growing sales. Seventy percent of brands think that ongoing ambassadorships are an effective form of influencer marketing.—TapInfluence Employing social media leaders on one-off campaigns fills important and specific marketing needs.
How to Maximize Your Content Marketing Budget With Content Experience
The state of content marketing is evolving rapidly. There’s more focus on not just content, but content experience, than ever before, and it’s important to use this opportunity to focus on advancing the experience. Your team can create the best content in the world, but if it’s not optimized in a way that’s going to drive engagement and leads, you’re not going to have any ROI to show for it.
A Small Protein Brand Makes a Big Play to Grow Marketshare
Over the last year, Aloha has reinvented itself from a plant-based protein brand to a lifestyle brand. The small independent company markets, bars, powders and a new line of drinks containing coconut milk. CMO Alexandra Stankiewicz, who has been with the brand for over a year, has taken the team on that journey.
TD Bank Shares How it Plans to Engage WorldPride Attendees in June
TD Bank is one of dozens of corporate sponsors at WorldPride next month, including T-Mobile, Unilever, Airbnb and Tiffany & Co. The event, to be held June 28-30, will be the first WorldPride event held in the U.S., which coincides with the 50th anniversary of the Stonewall uprising. Millions of people are expected to attend.
Move Over Celebs, Consumers Prefer Micro-Influencers
Micro-influencers may have smaller audiences, but they deliver big results when it comes to impacting consumer decisions. Seventy-two percent of consumers prefer micro-level social media influencers, with two-thirds (68 percent) making purchases based on their posts, an indication that micro-influencers have a large influence over their followers, a new survey from Uproar PR found. Uproar defines micro-level social media influencers as social media users with less than 100,000 followers.
Pringles to Air Commercials in Esports Stadiums; Launches Summer Contest
Pringles has taken another major step to connect with coveted young esports fans—a series of commercials that will air in stadiums during esports events throughout the year. Carl Kuhn, account director for esports at Jung von Matt/SPORTS gave the brand kudos for its creative approach to the spots, which will also appear digitally on platforms like live streaming platform Twitch. “When you look at the films of various brands in esports today, you see little that is new,” Kuhn told esportsinsider.
Tips from a Partnership Marketing Guru—Carnival’s VP Partnerships - Chief Marketer
When you’ve spent your career reinventing the partnership game, you know a thing or two about how to do it right. Carnival Cruise Line VP Partnerships Scott Becher prefers to engage with partners that would like to reach his guests as much as he’d like to reach theirs—in other words, no dollars are exchanged.
Thinking About Charging for Your Loyalty Program? Consider This
The concept of charging consumers a loyalty membership fee was once a hotly debated topic in the industry, with marketers generally opposed to the idea for fear it would create too high of a barrier to enrollment. Turning a free membership program into a paid one was tantamount to loyalty suicide, given the persistent challenge of member inactivity—the Achilles Heel of the loyalty industry.
The Newest Loyalty Incentive—Offering Stock in the Company - Chief Marketer
As brands invest more and more into strategies designed to foster greater loyalty from their customers, billions are being spent annually on CRM, consumer data, surprise and delight programs and more. While these tried and true solutions have proven effective, there is a new loyalty incentive strategy emerging—one that benefits both members and the brands they love, because the incentive itself creates a symbiotic bond between the two. What is this mutually rewarding strategy?
The Top 5 Ways Marketers Should Use Twitter for Lead Generation
February 28 Join Chief Marketer and ON24 for “7 Secrets to Avoid a Boring Webinar,” and learn tips and best practices that can increase the value of your webinars for you and your audience. ON24’s VP of Content Marketing and Chief Webinerd, Mark Bornstein, presents ideas to break out of old habits and start delivering webinars in…
InBev's Nick Kelly Talks Sports, Challenges and Rockin' Those Big Campaigns
Nick Kelly, head of U.S. sports marketing for Anheuser-Busch InBev, is a busy guy. Just shifting gears from a major campaign around the Daytona 500—Busch is the official beer of NASCAR—to ramping up a number of firsts around the wild March basketball season. Kelly spoke with Chief Marketer about his goals and challenges and how his team generates those big campaigns ideas among other topics. CHIEF MARKETER: What is your role?
4 Myths About Consumer Incentives
For years, marketers have leveraged a wide range of incentives such as coupons, rebates, sweepstakes and loyalty programs to motivate consumer behavior. A recently released research study, “Incentivized Engagement Report: How Brands Can Leverage Incentives to Motivate Behavior Across the Customer Journey,” examines the role incentives play in relationship building and engagement efforts across various forms of marketing.
How Marketers Can Protect Themselves When 'Crazy' Happens
When #16 seed University of Maryland-Baltimore County defeated #1 seed University of Virginia 74-to-54 this past Friday, Little Caesars generated a lot of excitement among pizza and basketball fans. It also served as a reminder to marketers that “crazy” can, and does, happen. For the 2018 NCAA tournament, Little Caesars launched the “If Crazy Happens” promotion, promising to give away free Hot-N-Ready lunch combos on April 2 if a #16 seed beat a #1 seed.
HQ Trivia: Captivating Consumers, Stimulating Marketers
Now that binge watching and time shifting are the new normal of media consumption, how do you explain the HQ Trivia app phenomenon? This is old-fashioned, set-your-alarm-and-stop-what-you’re-doing entertainment, and it’s gaining in popularity by the day — with well over 1 million players simultaneously competing in the live trivia game during key time slots.
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