For more from last week's Brand Summit China conference, please see Consumer loyalty and growing individualism pose challenges. Halloween may appear to be an odd choice to sell a beer brand, Matt Che, VP of marketing for Budweiser APAC North recognised, noting many in the FMCG space “try to associate with it, but few successfully.” Moreover, ROI around spending so much on special packaging and campaigns that tend to focus around a single weekend can seem lousy in the short-term.
All brands are after Chinese consumers and their rising incomes, but they are also a fickle lot. For example, only 54 brands which made the list of China's top 100 brands list in 2007 (part of Campaign's Asia's Top 1000 Brands report), remained on the top 100 list in 2017. A lively panel debate about whether Chinese consumers are more disloyal than others kicked off the the Brands Summit China, held in Shanghai yesterday.
Ted Lim vividly remembers joining Dentsu four years ago, finding it like no other agency. He was amazed to discover they didn’t just make advertisements, they made entertainment and Oscar-winning features at that. They helped companies make robots and assisted them in sending the robots to space. They created animated characters that spawned an industry. They worked with FIFA and the IOC. “It was like suddenly I just walked into this toy shop and I had never seen so many toys in my life.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Obama AND Romney or Obama + Romney.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used.) For example, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".