MARKETING MAYHEM + MORE
“I’ve missed more than 9000 shots in my career I’ve lost almost 300 games. 26 times I’ve been trusted to take the game-winning shot and missed. I’ve failed over and over and over again in my life.-MJ
Hello!
This week is coming in hot as the month winds down.
Let’s jump into it!
From Marketing Dive:
AF: I want to know who put these two together?
Kraft Real Mayo claims mayo love can lead to more dating app matches
Kraft Real Mayo conducted an experiment to see if expressing love for mayonnaise can boost appeal on the dating scene, per details shared with Marketing Dive.
For “Swipe Right for Mayo,” the condiment marketer created similar profiles for the same person on a dating app, with one displaying mayonnaise prominently and the other mayo-free. It then got to swiping in areas including New York, Los Angeles and Miami.
The mayo enthusiast option received a 74% increase in matches and a 16% increase in first messages received, per the Kraft Heinz brand. Now it is opening its Instagram direct messages to consumers 18 and older to help them “mayonize” their dating profiles with new bios and by photoshopping the spread into photos.
From Brandwatch:
4 CONSUMER SHOPPING TRENDS
Shopping behavior is more price-driven these days, with inflation and the cost of living weighing heavily on purchasing decisions. Here’s how consumers are adapting:
Sustainability has become harder to prioritize but remains important. Despite financial challenges and increase in negative mentions on social media, consumers still consider sustainability an important factor in purchasing decisions. In a survey by Gapgemini, 77% of organizations said that their sustainability efforts increased customer loyalty.
Consumers buy more secondhand. Online conversations about secondhand products increased by 21% last year, and more brands are expected to enter the resale market in 2023. Thrift shopping is expected to be a popular alternative in 2023, particularly in the fashion industry.
Off-brand is having a moment. As the cost of living rises, consumers are searching for cheaper alternatives, evidenced by the massively engaging #dupe trend on TikTok, which is especially popular for cosmetics, fashion items, and consumer tech or household products.
Consumers still prioritize convenience. Especially millennials, according to listening data. The pandemic necessitated features like same-day delivery and click-and-collect, and consumers aren’t likely to settle for less moving forward.
From Digiday:
Brands turn to gamification to reach hockey fans during the NHL playoffs
Similar to its approach to March Madness, Great Clips is encouraging all hockey fans to share photos and videos that reflect their unique styles and highlight their unique characteristics for a chance to be recognized in its first-ever, virtual Hockey Hair Hall of Fame. The effort is running from April 17 to May 7. And in addition to weekly prizes, Great Clips and a panel of judges will select six inaugural members of the Hockey Hair Hall of Fame who will receive free haircuts for a year and a signed hockey jersey from NHL All Star Jack Hughes, with one inductee receiving a grand prize package.
Great Clips’ campaign is part of its five year partnership with the NHL involving creative marketing mixes during the Stanley Cup Playoffs. The financial agreement was not disclosed.
From Marketing Dive:
Don Julio pours hearty Cinco de Mayo campaign as sales grow
Diageo-owned Don Julio, a premium-priced brand, is hoping to earn goodwill this Cinco de Mayo by helping consumers make the celebration of Mexican heritage a tad more affordable amid ongoing economic uncertainty. Tequila is immensely popular on the holiday, with 126 million liters consumed in the U.S. The campaign arrives at a time when tequila is positioned to potentially overtake vodka’s status as the most popular spirit in the U.S.
The forthcoming installment in the brand’s Cinco de Mayo campaign is largely built around mobile. On Instagram Stories, consumers will be able to tune into the brand’s posts to learn when digital Don Julio Cincos are available to be won. Consumers can enter to win once daily over the seven-day period for the chance to collect $35 total, with all winnings deposited via Venmo. The effort is not sponsored by Venmo.
Additional activations include the brand’s Automated Tequilla Machine, which will be stationed on Lafayette Street in New York on May 5. Through the ATM, consumers can win up to 10 physical Don Julio Cincos, with each yielding a QR code and PIN that can be redeemed using Venmo. Additionally, participating establishments will disperse limited-edition drink coasters that also yield a $5 prize.
Who knew this existed? Geez. Let’s use words folks.
When we started reading this story about a total stranger eating someone else’s cookies at a train station, we laughed.
When we got to the end, we screamed.
But in a laughing kind of way. It’s hard to explain. You’ll just have to read the story for yourself. Careful with your cookies out there, OK?
(From Stacked Marketer)
WORDS OF WISDOM from here
Learn how to learn from those you disagree with, or even offend you. See if you can find the truth in what they believe.
Being enthusiastic is worth 25 IQ points.
Always demand a deadline. A deadline weeds out the extraneous and the ordinary. It prevents you from trying to make it perfect, so you have to make it different. Different is better.
Don’t be afraid to ask a question that may sound stupid because 99% of the time everyone else is thinking of the same question and is too embarrassed to ask it.
Being able to listen well is a superpower. While listening to someone you love keep asking them “Is there more?”, until there is no more.
About 99% of the time, the right time is right now.
No one is as impressed with your possessions as you are.
Don’t ever work for someone you don’t want to become.
Cultivate 12 people who love you, because they are worth more than 12 million people who like you.
Don’t keep making the same mistakes; try to make new mistakes.
If you stop to listen to a musician or street performer for more than a minute, you owe them a dollar.
Over and out. Until next week, friends.