MARKETING MAYHEM + MORE
“I hated every minute of training, but I said, ‘Don’t quit. Suffer now and live the rest of your life as a champion.'” Muhammad Ali
Good Tuesday morning to you, marketers.
FROM AF: People want to follow people. Not brands. Not dealerships. Not restaurants. Not law firms. People. They want to follow people.
As a marketer for car dealerships, this is where we get it wrong and leave potential sales and profit on the floor.
You heard that right.
We have a product. If we are doing our job correctly, we get the product into the hands of the people who want that product NOW as inexpensively and quickly as we can. As they say in England (watching Ted Lasso now) then it’s full stop.
However, we’re talking to such a small part of the (money-spending) population who want that particular product at that particular time.
That is not how consumerism works. People buy things all. the. time. Things that they don’t need or things that they didn’t even know they wanted. There is a bigger population out there that don’t know yet that they want that product from you.
Much bigger population.
Example. I have the opportunity to work with a very popular married couple who call themselves the “Midwest Munchers.” They travel all over Wisconsin and rate different kinds of foods (prime rib restaurants, cheese curds, best takeout in Madison, road trip to 5 star resort, etc..). They have been sponsored by Kwik Trip, Culvers and a handful of other local businesses to have them smartly and genuinely incorporate them into their content.
If I could put them in a vehicle from one of our dealerships for some of their trips and have them incorporate it into their content it’s going to reach their fans and reach people who follow them who may:
realize they are going to have a need for a bigger vehicle or a smaller one
be interested in a new brand to them
identify with this young couple and trust what and who they support
the list goes on
The point is to pay attention to all the opportunities. Not just the here and now as that is very automated now, honestly.
Let’s dive in to what is going on now in marketing.
From Marketing Dive:
Domino’s delivers anywhere on the map with latest tech innovation
Dive Brief:
Domino’s Pizza Inc. today (June 19) unveiled Pinpoint Delivery, a new technology that allows users of the chain’s app to have pizza delivered to a pin dropped on a map, per details shared with Marketing Dive.
The tech allows customers to receive their order at “a countless number of dynamically created hyper-local spots,” such as parks and beaches, track their order with Domino’s Tracker, see their driver’s GPS location and receive text alerts.
To promote Pinpoint Delivery — an evolution of its Hotspots technology — Domino’s and agency of record (AOR) WorkInProgress on June 26 will launch an integrated campaign that will run across linear, connected and digital channels through August.
From DMN:
RAISE BRAND AWARENESS WITH YOUTUBE SHORTS
Looking for better reach and engagement from your YouTube Shorts ad campaigns? Follow these rules for winning Shorts:
Stay on trend. By hopping on trends like #SummerLoading, you can generate excitement, raise brand awareness, and drive engagement.
Hire a natural. Your video should feature someone who can communicate the brand’s message in a captivating, entertaining way to enhance viewer interest.
Leverage animation. Use concise, simple animation to effectively illustrate key features and benefits of your product or service.
Be funny. Infuse the video with emotions that resonate—humor, nostalgia, surprise—to build a positive association with your brand.
When you hit the mark, the YouTube Shorts format is well suited for brand awareness campaigns. Check out DMNews for more tips.
LOVE THIS SPOT
From Digiday:
AF NOTE: OMG. This is so *&*^% interesting! Here is just a headline and quote but click to read. It’s all about data, baby!
Uber partners with Omnicom Media Group to meld rider data with Omni’s insights
“Uber is just in such a unique position where we can reach an individual in real time and know where they’re about to be — whether they’re going to an event or they’re going to a bar, whether they’re going to a retailer,” said Pagliuca. “The only thing I like to think of comparing it to is search intent.”
Grether said the appeal for Uber is Omni. “It is an ideal place for us to be used as a measurement and activation platform … they have the proper technology [via Omni] to actually make it a reality.”
But he added having early access to OMG’s client roster, which includes CPG, quick serve restaurants, food and beverage and automotive advertisers, is a plus. “We can jointly provide more value to them so that they can actually spend their dollars more effectively and efficiently, using more data using more audience segments on their platforms, but also on our platform,” he added.
Tips from HubSpot:
12 TIPS FOR BETTER EMAIL SUBJECT LINES
Email subject lines that get opens. Let’s get into it:
Get to the point in fewer than 50 characters.
Use a familiar sender name — avoid “no-reply.”
Use personalization tokens like “you.”
Don’t make false promises—tell ’em what’s inside.
Start with a verb.
Use words like “invited” and “exclusive” to make people feel special.
Create a sense of urgency or importance, but sparingly.
When applicable, include numbers, percentages, or prices. Data catches attention.
Ask a compelling question.
If you’re here, you already know this one. Puns.
Avoid all-caps and use exclamation marks sparingly.
What happens if you use a question mark and an exclamation mark? Straight to spam!
Find even more tips and hall-of-fame examples at HubSpot.
Golfers, this extra is for you. Did you know this?
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Have a great week!
Amy