These very inspiring Dermablend Professional ads help their clients tell a revealing story of their inner beauty and are a great demonstration of a brand’s promise to its customers.
If you are unaware, Dermablend corrective cosmetics are used by people with mild to severe skin conditions. Through testimonial, two women reveal how makeup has allowed the world to look past their skin and into who they really are inside – unconventional to the standards of most advertising that tells women to cover up, its makeup that makes you beautiful. In these ads however, the women cover-down and remove their makeup while telling her compelling story.
AdWeek choose to feature these ads for the idea behind them in which makeup isn’t about vanity; it can help free oneself from ridicule and live a normal life.
The new ads from Agence Tudedo make the dramatic point that Dermablend products don’t allow people to hide, they allow them to reveal who they truly are to the world.
These women “fight through the shock that their skin condition creates—people look at them and stop at their skin,” said Tuxedo creative director Ludwig Ciupka. “Covering themselves allows people to see through their imperfections and see who they are inside.” (AdWeek)
In the unscripted testimonials, these women define what the Dermablend brand brings to its customers. EXCELLENT brand message and felt compelled to share when I find that an agency and a brand create something great.
The videos are running on YouTube and the Dermablend site.
Client: Dermablend Professional
General Manager, U.S., Dermablend & Vichy: Sonya Sheth
Agency: Agence Tuxedo, Montreal
Art Director/Director: Ludwig we had planned 45 minutes per girls to allow them to talk and they took 5 minutes each and we were amazed at how much ‘real’ content we got from them.
Director of Client Services: Nancy Gendron
Manager, Client Services: Roxanne Champagne
Video Editing: Jean-Michel Simard
Production Company: Agence Tuxedo
Music: Zoo Brazil, “Heart’s a Legend” (Blackhole Recordings)
Talent: Cassandra Bankson, Cheri Lindsay, Rick Genest (aka Rico or Zombie Boy)
Do you strive to do your best every day? Can you communicate your clients message with its most important audiences? Ever wonder what it takes to be highly successful in public relations?
Well, I have. This article from the PR News blog had tapped into the best public relations professionals and thousands of leaders to develop this list of 9 Habits of Highly Effective PR People.
Do you have some of these qualities already?
1. Listen hard: Focus on key conversations and jot down what you heard, because you think you’ll remember the key takeaways but you wont.
2. Speak the local language: understand the lingo of the communities and markers you serve and learn their language.The nuances can make a difference in your campaign.
3. Read until your eyes hurt: Reading stirs your imagination, helps you to become a better writer and keeps you well informed.
4. Embrace measurement: you can’t manage what you don’t measure.
5. Become a subject matter expert: Find a niche, study it, live it and become the go-to expert on that niche.
6. Practice your math: Knowing how to read a Profit/Loss statement, build and execute on a budget, how to calculate growth and decline will position your for leadership, and improve your PR initiatives.
7. Hone your writing skills: how you write is often how you’re perceived in the field of communications, if you can’t articulate our message in writing, you can’t go from Good to Great.
8. Master your Social: Social media is not a strategy, its a platform. Understand it and use it regularly, but don’t forget about communicating and networking in person and by phone – it holds more long-term value for you as a PR leader.
9. Be a PR advocate:
Public Relations often suffers from an image problem; PR is not just about pitching to the media or bitching about the media; it’s one of the most important disciplines within an organization. Advocate for your profession – and the best way to do that is by being a Great PR Person.
Some personal habit to add…
- When a reporter bites get them whatever they want as fast as you can. Always be available to the press and follow up to thank them when they cover you.
- Tell a story that moves people to act – share your ideas through words, written and spoken. Use visuals (share photos/video media when appropriate).
- Build relationships with the media – when you need to tell your story, those relationships will get the job done.
I am always seeking new ways to improve how I communicate. What habits have made you a successful public relations agent?
While digital marketing is changing the way we reach and engage our audiences, research shows that face-to-face contact is still how business gets done. Events are effective, but because of long sales cycles and multiple customer touchpoints, quantifying their success is more challenging.
This article from ClickZ outlines several ideas for measuring the success of your next in-person event… and relates it to attributable revenue. I’ll list a few of my favorite tips below along with some my own.
- Number of leads/business cards collected.
Expert tip suggests jotting down a personal note (his son plays violin) and professional note (he’s interested in XYZ services) on the back of each card. This makes it easier for you and your team to follow-up and stand out from others after the event.
- Number of attendees. How many people were there? how does that compare to your goal?
- Attendee composition. Are you reaching the right people? If 70% or more of the people were in your target audience, you’ve done well.
- Revenue. Suggest putting attendees into company system and tag them as attendees for this event. Do a baseline pull after the event, then every three months to see how revenue among those accounts grew above forecast.
- Generate Feedback. The feedback you get right away at the end of an event is different from what you’ll hear once attendees have gone home, mulled over it, discussed it with coworkers, and crystallized their thinking. So field a questionairre card during the event and send a followup email two days later.
**Keep surveys short (more more than seven rating scale questions) and Ask about overall satisfaction with the event, favorite/least favorite sessions. Offer an incentive like a gift bag at event after survey complete, then a free ebook/webinar to increase response rate with follow up survey.
- Meetings Booked. Look beyond attendee counts to track the number of follow-up meetings you were able to secure within 30 days of the event.
- Downloads, view and share. What you content accessible online after the event? How much of a role did social media have before, during and after the event? Track downloads of material and quality of conversations with sources like HootSuite and Facebook/Twitter analytics. Also if you are going to offer original content, gate the download to capture their contact information first.
- Increased Engagement rates. Track the bump in your open rate, click-through rate, website visits and share rates after the event.
- Sales Feedback. Through you may not always like your employees feedback, its better to ask and make improvements than to not ask and risk making the same event mistakes. Surveying your internal attendees could help bolster or provide counterpoint to other survey feedback, ensuring your next event will be more successful.
And finally, think about how many attendees come to your next event? Repeat attendance and new guests via word of mouth is the best marketing to start your next event right.
What have you found to be effective ways for measuring your ROI after events? Would you agree with these or do you think there are other factors to consider?
As a B2B online marketer, you’ve already realized that while the channels are the same for reaching the everyday consumer, your strategy in reaching YOUR target audience is distinctly different. That’s not to say you can’t still be successful in creating and delivering valuable content to your target audience.
Like most businesses with an online presence, your goals fall somewhere in these areas: brand awareness, lead generation, customer acquisition, thought leadership, engagement (customer loyalty and retention), and increasing website traffic. But does telling the C-suite how many likes, retweets and shared messages you had in the past six-months mean anything to the bottom line? This great article from Content Marketing World gives basic advice for how you can measure the effectiveness of your marketing content.
For brand awareness, metrics from Google Analytics show strong indicators of content marketing success, but it does not always illustrate the reach of the content that’s developed and promoted. More effective benchmarks for analyzing your brand awareness include keyword reports, webmaster tools and social media post performance.
The Google Webmaster Tool suite improves your ability to review traffic, especially with lack of keyword referral data from Google Analytics. For an overview of the clicks and impressions your site is generating, use Webmaster Tools navigate to Search Traffic – Queries – Top Pages. You’ll want to record the impressions, clicks and keywords from organic search results these web pages have received. **NOTE: this data is only accessible for 90 days, so you should export info periodically to build out trending data.
Bing Webmaster Tools provide similar data in association to Bing search engine results. Once registered, you can use Reports & Data- Page Traffic to monitor visitor trends.
Social Media platforms also offer a variety of tracking data which help prove reach and engagement of your online content. When reviewing this data, significant metrics for post performance include:Facebook – individual post performance and comprehensive data exports
Twitter – performance activity (favorites, replies, retweets)
LinkedIn – visitor types, impressions and engagement percentages of company updates
As we move onto the most effective ways to monitor thought leadership and engagement are similar, first, consider your social shares. Paying attention to the volume of sharing across your platforms can be an important indicator for establishing improvements in thought leadership and broader engagement levels. Other resources like SharedCount and RavenTools provide simple-to-evaluate dashboards for insight on shared posts and mentions.
Also inbound link performance helps establish the ties between quality content and attribution by third parties. Inbound link reports from Webmaster Tools enable you to review third-party sites linking in, as well as specific inbound links on individual pages. So what does this mean to you?? When relevant audiences and influencers share and link to your content, you will be able to see how many additional likes and reach your message has among targeted audiences.
Finally, web page referral reports can help identify the specific sources of traffic to your site from various landing pages. The “Secondary Dimension” filter helps define the source and specific domains that sent traffic to that web page.
There are many other methods and metrics that can be recorded and tracked from your website and social media platforms. These should give you a good place to start when evaluating your content marketing goals.
Its not hard to believe that Twitter has already seen its share of celebrities and brands two-stepping PO’d consumers (or fans) and inserting their digital foot-in-mouth at the response of an angry consumer mob to an innocent or ignorant Tweet.
Most recently, good ole Cleveland found itself on the receiving end of Purrell’s online account when it tweeted during the Super Bowl Sunday game with a taunt about the Broncos looking as bad as the Browns… not granted this is true, but Cleveland sports fans are loyal and have a Twitter voice equal to getting the tweet removed by Monday morning, apologies on Twitter and the Plain Dealer website (Cleveland’s major newspaper) promising nothing like that would happen again… Ashton Kutcher, PizzaHut, BurgerKing, and others know what its like to back track after Tweeting before checking facts or trying to save customers at the offence of an employee.
I even remember reading about a MarCom posting a negative Tweet after landing in a less than fabulous midwest city… then show up at the client meeting a few hours later to be canned at the cost of the client having read the Tweet and been offended because they were proud of its hometown, aka humble midwest roots.
In fact, a linguistics expert analyzed the way we apologize on Twitter after studying 1183 apologies issued by corporations, celebrities and normal folks between 2010 and 2012 for a Bloomberg Business Week article. First result: Corporations apologize A LOT! having used the word “sorry” at 8.6 times the frequency of individuals and “regret” used an incredible 37.5 times more frequently by companies than individuals.
The quality of the apology can also impact how consumers perceive a brand. Companies rarely restated when they’re apologizing for, which is a way to obscure the initial offense, and were likely to stop short of accepting blame. However, in place of sincerity, companies often offered action.
Joshua March, the founder of Conversocial, which helps companies with social media customer service, says companies who want to be edgy just need to be ready for a bit of blowback. It’s not hard to predict that football fans are going to be irked by gratuitous swipes at their teams. “If you make a joke that way,” he says, “you’re obviously going to get flak.” March often finds that corporate executives get instantly spooked by negative comments on social media and tend to panic.
In the end, companies will continue to use social media as a way to engage its audience, sell more product and hopefully increase their brand’s preference against competitors. And if apologizing to each consumer with a complain online helps, then I expect brands will continue their effort to make customers happy and use their social presence to reflect company values.
As the Winter Games wrap up this week and Gold medals awarded, I came across this interesting article on AdWeek about predicted viewer social media habits and input on what types of ad content they wanted to see from major sponsors.
Winter Olympics sponsors will be glad to know that people who watch the games are 9 percent more likely than the general public to buy from companies that sponsor sporting events, but beware of celebrity endorsements—viewers are 43 percent less likely to buy products that celebrities use, according to Experian Marketing Services. Meanwhile, multitasking during the games is on the rise, with three-fourths of those planning to watch the Winter Games plan to use more than one device while doing so, per Arnold Worldwide.
Of the 400 adults surveyed online, 47% of adults confirmed they will watch the games and 35% might follow (giving marketers a reach to nearly 80% of consumers). And of those watching, 74% will do it with multiple devices… my how our audience has changed. How do you grab the attention of someone like that?
At least 62% of them will share Olympics content (and 77% among 18-29 year olds) to help spread the word from athletes and advertisers. It was also noted that Facebook was the most popular platform for sharing with 81%, of course Twitter (34% adults) and YouTube (36% adults) will also have a part in making Olympics history.
The survey also revealed that while consumers are responsive to brand messages (9% more likely to buy from company that sponsors sporting events and 18% more likely to buy Made in the USA) they are not receptive to direct celebrity endorsements – 43% less likely to buy products that celebrities use.
Which proves that ad pretesting can be a blessing because this year’s sponsor ads fit right into this trend of focusing on stories and connecting with viewer emotions.
Do you think that advertisers hit the mark this year. Who would you give Gold, Silver and Bronze to? In your opinion, which brand earned the Gold Social Media award?
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