Brand Spotlight: KFC on Twitter - "11 Herbs & Spices"

Know your brand. Win over the consumer.

For a little Friday fun, I checked, because I couldn't fathom a more perfect social play (ok, maybe I could--damn Oreo let me down with the Totality, but anyway...) and this post is 100% accurate. (Also checked, and it doesn't apply to their Instagram, only Twitter) KFC's account is following the 5 Spice Girls and 6 guys named Herb to live up to their tag line of "11 Herbs & Spices" for their famous secret fried chicken recipe. It also aligns perfectly with the brand's quirky personality.

This post is also up to 193k RTs and 409k Likes on Twitter and climbing (in less than 24 hours), with multiple users praising the social media manager and recommending they get a raise. It has also caught the attention of media outlets currently running the story. The guy behind the account (seemingly just a guy out of South Dakota with a few hundred followers) that 'cracked the code' that just blew our minds should get free KFC for life, and maybe KFC can setup a meet & greet for him to formally meet all 11 Herbs and Spices.

Bravo, KFC. BRAVO.

All Hail The Queen - Taylor Swift

Did you watch MTV's VMAs? Or were you too busy prepping finger-foods for your Game of Thrones viewing party?

If you tuned into GoT, you had a much more eventful evening than loyal VMA viewers, but regardless we should pay homage to the 'Queen' - Taylor Swift. T-Swift slayed the lackluster VMAs from her throne - AKA her couch. She didn't even have to attend the awards show to prove her dominance in the art of publicity. Instead, she debuted her "Look What You Made Me Do" music video, likely smirked with each tweet about the lackluster VMAs (hosted by rival Katy Perry), and likely made deviled dragon eggs prepping for 'winter'.

Brands take note - She always with the PR game. What brand will partner with Swift to create a mutually beneficial "Look What You Made Me Do" campaign? So many way this can be spun!

All Hail The Queen.

Brand Highlight: The Iconic OREO & their Marketing Mix

Oreo has been a brand on our radar since their "You can still dunk in the dark" social media win during Super Bowl XLVII. While we're not a fan of all the new flavors Oreo's Wonder Vault has released, from Oreo thins to candy bars, we love that Oreo is constantly reinventing their brand and trying new ways to spark conversation around their products.

Today, Oreo launched their #MyOreoCreation social media campaign with the help of celebrity endorser Ellie Kemper and a number of social media influencers. It's slightly reminiscent of the Lay's "Do Us a Flavor" campaign that is successful year over year. Social media contests are a great way to engage your current customer and keep your brand top of mind.

Oreo is more than a iconic cookie. Oreo has established itself as an industry leader and innovator, diversifying their marketing and advertising mix with social media contests and influencers, celebrity endorsements, product development, and more.

If you don't have an eye on Oreo already, start now. While entertainment marketing tactics are not "one size fits all", Oreo might inspire your next campaign.

And Oreo, one request...make this next flavor in MEGA STUF, please :)

http://bit.ly/2pYo5da

How The Zoe Report made Like2Buy a Social Media Solution for Original Content Sharing

The Like2Buy feature has been touted as the "missing link" finally making Instagram easily shoppable and a monetizing tool for brands. There is no doubt that this tool is helpful for brands and social media influencers alike, but there is one group I've noticed (not to say there aren't others) that is using this tool to drive traffic to their original content without constantly updating the clickable link in their bio. It's brilliant, clean, and well executed. Today on a call I referenced it as an example of a strategy that could work for another brand so I wanted to share it for those that haven't seen this workaround - This is a tactic other brands and publications could incorporate into their social media marketing strategies.

The Zoe Report is a lifestyle account curated by Rachel Zoe. They have utilized this tool not to shop (although I'm sure there are advertisements included and brand partners mentioned in their content), but to drive traffic to their original content on their website. It's not for every brand, but if your social media content is a tease to a larger story or educational content for your target consumer, this might be the social media solution for you.

Check it out - http://bit.ly/2qKwjEK

The Not-So-Coachella Cannabis Demographic

Part of the "Coachella Hangover" is seeing what celebrities went to which parties, what they were wearing, and what they were up to!  There was plenty of buzz around the Weedmaps Oasis, and they had some A-listers in attendance at their off-campus Coachella escape.  It was obviously a huge success and a fun event, with many great cannabis brand sponsors, but a lot of the content shared and reported by many media outlets has focused on the traditional stereotype for the cannabis consumer.

One of the fastest growing demographics is actually seniors, and another is the 30/35+ year old female that may be re-introduced to cannabis or is trading in their glass of wine for their preferred CBD and/or THC product.  And yes, CBD is growing in popularity as consumers are educated on the effects and medical benefits.

Many brands are leaving that old stoner stigma behind and the article below highlights a genius product that is catering to that more sophisticated demo, but also speaks to how the cannabis industry and their target demographic surprised them!

http://lat.ms/2oGtC7z

Calling all Cannabis Brands – 5 FAQs about Entertainment Opportunities

I’ve spoken with a countless number of cannabis brands since I founded my agency and while it’s still unclear what government agencies will decide when it comes to future regulations (state and national), with recreational marijuana being legalized in key states, the prohibition is over and the stigma is slowly being lifted from the cannabis industry.  The cannabis industry is about to BOOM.

Up until now, social media and cannabis industry-specific media outlets have been the primary platforms for brands to promote their products and/or services (aside from working directly with dispensaries and budtenders). Many cannabis brands have successfully leveraged niche lifestyle influencers through successful affiliate marketing programs with proven ROI. Those tactics are a great way to build a business and those programs will continue to grow, but it’s time to go a step above and really differentiate yourself. 

With the “stoner stigma” being lifted and the fact that cannabis will be legal on a national level (if the projections are accurate), the opportunity for any cannabis brand is about to grow exponentially. It’s not just about sales anymore, the conversation will turn to brand awareness and perception with the goal of reaching new demographics and creating new potential customers across the US and internationally.

So, what’s next?

·      How do you become top of mind?

·      How do you make your product a national brand? 

·      How do you pull away from the rest of the pack, in an already saturated market that continues to grow rapidly? 

·      How do you get ahead of the curve? 

·      How do you maintain your brand image and amplify it to a larger audience?

ANSWER: Entertainment is KING. Whether it’s a beach bum vibe or sophisticated creative mindset you’re trying to recreate, it’s all about how the consumer “experiences” your brand and there are entertainment partnerships to help your brand achieve your goals through branded content.  

Hollywood events, celebrities and influencers are looking for strategic partnerships in the cannabis category NOW.

FAQs

1.      How much for a celebrity to post on social media about our brand? And are they open to an affiliate program?

A.     The cost will vary by celebrity, based on social media reach, current project, and many other factors. Social media influencers, even with a large following, are almost always cheaper, but that is because there is value associated with being attached to a celebrity that has another platform outside of their social media.

I don’t generally recommend “social media post ONLY” campaigns, as they are more successful when they are linked to a larger campaign or piece of content. That being said, in terms of budget, there are few celebrities that will be willing to post for less than $5k per post - And many celebrities only want long-term engagements, not one-offs. Some may be open to an affiliate/% of revenue program as part of the deal, but celebrities will always require an upfront cash fee in addition the % of revenue. 100% revenue based deals are not an option when dealing with this level of talent.

2.      Are music festivals open to cannabis-related sponsorships/integrations?

A.     Yes. Activation details and budgets vary per music festival and type of associated event. (Coachella and Stagecoach are both open!!)

3.      What other opportunities are available for cannabis brands?

A.     Approval for cannabis brands is still a case by case basis, but the following are all open for discussions:

· Celebrity Event Appearance

· Celebrity Licensed Product Line/Celebrity Endorsement

· Music Video Integration

· Music Tour Sponsorship

· Private Party Sponsor (Malibu Beach House, Celebrity-Hosted Music Festival Parties)

· Event Sponsorships (Customized per Event)

· Gift Lounges

· Branded Integration – Web Series or Horror Film

· And more…sky is the limit.

4.      What kind of budgets do we need?

A.     Budgets are flexible and negotiable. Generally we can find something for every budget, but please refer to the “New Year, NEW BUDGET” blog for more budget and asset details.

5.      We’ve been approached for gift bag sponsorship opportunities. Should we do it, is it a good idea?

A.     NO. NEVER. Save your product and marketing budget for something with a larger ROI.

Final Thought: There is no limit to creativity. Brands, celebrities, productions, and events are all open to suggestions and ideas to a degree. It will come down to the final details of the activation and budget to see if it can become a reality.

Event Sponsorships: For every event, there are 5 more. Get in on the action!

For every event, there are 5 more.

It’s that time of year…every weekend there is another “Hollywood” event – Super Bowl, Grammys, New York Fashion Week, NBA All-Star, The Oscars…the list goes on, and soon we’ll be in music festival season, too.  And here’s my PSA - Just because you’re not an official sponsor of a particular event, this does NOT mean your brand can’t participate and get in on the action!

For every event, there are at least 5 associated events – kick-off parties, gift lounges, pre-parties, after-parties, viewing parties and more!  This past Sunday, 1 full week before The Oscars, there was a media event and gift lounge for talent, VIPs, and influencers to enjoy.  There will be events throughout the week leading up to the big show.  This leaves plenty of opportunities for brands, catering to all budgets, to get their products into the hands of influencers while creating PR, media, and social media buzz. 

The Why:

·       TURN KEY ACTIVATION!

·       Differentiate yourselves from the competition

·       Interactive Experience with Top Talent and Influencers

·       Media & PR Buzz

·       Social Media Assets GALORE

·       Product Seeding

There are star-studded events throughout the year – Find one that’s right for your brand and get in on the action!

Contact STILETTO to learn about opportunities today!

 

A $5 Million Super Bowl Ad or...so much more!

Super Bowl commercials get plenty of media attention and views even before the big game, but is that hefty $5M price tag for a :30 spot really worth it?  Now, if you’re a big brand with larger budgets it may be logical to leverage the Super Bowl to launch a product/service or draw further attention to an ongoing campaign, or perhaps it’s a tradition like with Budweiser or Coca-Cola…it’s their money after all!  Don’t get me wrong, I love checking out what brands come up with each year, but if it were coming out of my pocketbook (yup, I said pocketbook), I would spend it differently based on other affordable entertainment marketing tactics available.

ONE $5M :30 SUPER BOWL AD or....

  • 500 Celebrity Gift Lounges

OR

  • 200 Celebrity Events at Premiere or Title Sponsorship Level

OR

  • 200 Talk Show Integrations

OR

  • 165 Influencer Campaigns (this does not leverage “celebrities”, but includes multiple social media influencers with a minimum of 100k followers across multiple platforms for each)

OR

  • 100 Music Videos with A/B-List Talent

*Figures are estimates based on average costs per activation, as all opportunities in each category can vary in rate and deliverables.  Categories taken from STILETTO’s “New Year, NEW BUDGET” Blog. 

Don’t just compete, DIFFERENTIATE. 

You don't need a $5 million budget to make a splash.  Stand out from the rest and entertain your consumer so your brand is top of mind with entertainment marketing tactics like those listed above.  An effective and balanced entertainment marketing program should be multifaceted and incorporate various tactics (plus, 100 music videos is a bit excessive) based on your target demographic, concurrent campaigns, timing, and goals. 

Contact STILETTO to customize an Entertainment Marketing Program today.

Marketers: Don't rule out the Pro Bowl next year - Social Media WINS the 2017 NFL Pro Bowl!

“IT’S GOOD!”

This past weekend the NFL hosted their 2017 Pro Bowl and associated events, where the top NFL players compete in a friendly all-star game before the season has its grand finale the following weekend.  I personally don’t know anyone that has tuned into the Pro Bowl or paid particular attention to the surrounding events in the past.  The game itself has no impact on the season and the actual Pro Bowl game itself had lower ratings than previous years. So what was different this year that made the Pro Bowl activities buzzworthy and potentially a stronger strategic partner for brands in the future?

EVERYTHING.

Ok, maybe not everything, but last weekend the “No Fun League” was FUN.  In fact, it was all about fun and sharing that spirit with fans through social media.  Here are a few reasons why this year’s Pro Bowl was a win-win for participating brands and players alike:

1)    LOCATION: Initially you may think “what does that have to do with anything?”, but in a world that gets their news, current events, and celebrity content through social media – the timing of shared content is key. 

In past years, the Pro Bowl was held in Hawaii, and (for those teams recently eliminated) some players might have considered it their first vacation of the off-season.  I’m sure the players loved it, and who could blame them? But Hawaii is 2 hours behind the west coast and 5 hours behind the east coast.  “LIVE” content could easily be missed by a majority of NFL fans in the contiguous United States, not to mention our newly discovered international fans in Houston, Scotland which is 10 hours ahead of Hawaii (Thank you, Skittles and Beastmode!)!

The NFL, brand partners, players, and other media outlets were able to share content in real-time with their audience and engagement was HIGH!

2)    SOCIAL MEDIA: Speaking of social media – HOLY CONTENT!  As an avid NFL and football fan who admittedly, has never followed the Pro Bowl, I was astonished by the quantity and quality of original and engaging content shared on social media.

ESPN, @NFL, team accounts, and others, were constantly posting original content and reposting players’ content.  Considering the NFL was infamously dubbed “The No Fun League” (and arguably deserving of the nickname) by The Seattle Seahawks’ cornerback Richard Sherman, events like the “Drone Drop” and NFC/AFC Dodgeball looked pretty damn fun and kept fans checking in to see what was going on.  There was so much content accessible via social media between the league, media and brand partners, and players, it was hard to miss the Pro Bowl coverage last week. 

The Pro Bowl got a social media face lift this year and effectively leveraged NFL, media, brand, and player accounts to evoke emotions and engage with their fans.

And PS. It looked like Richard Sherman had some fun with his teammates and family,too: http://bit.ly/2k5BuPu

3)    PLAYER PERSONALITIES: Every season there are players that make a name for themselves – good and bad.  Maybe they had a breakout season, maybe they had their worst yet.  Maybe they talked the talk more than they walked the walk.  Or maybe they got in a fight with sideline equipment that ultimately got the last laugh (**cough, OBJ, cough**)?  

The Pro Bowl is another opportunity for players to engage with their fans, show their personalities, and hopefully attract even more fans!  Players shared video and pictures of their experience, from New York Giants’ Wide Receiver OBJ nailing the “Drone Drop” skills event and dancing with the Colts mascot, Blue, to Cincinnati’s Quarterback Andy Dalton playing along the sidelines with his son, to Richard Sherman taking his kids to Disney World’s Animal Kingdom. 

When players’ personalities are showcased they have the opportunity to earn fans, build a personal brand, and attract future brand partners.  It also encourages fans to follow their favorite players, team, and tune in for the following season.

What brands and marketers can learn from the Pro Bowl:

·       Use social media to evoke emotions and engage with your audience

·       Change can be good – New circumstances can mean new opportunities.

·       Be relevant – Try new technology or trends that appeal to your target demographic

·       Have some fun with it – Try things, experiment.  No one wants to be compared to the No Fun League.

 

What can players learn from the Pro Bowl:

·       Leverage additional exposure and platforms to create a brand for yourself – You won’t be able to “ball” forever

·       Be human – So you’re a machine on the field, but off the field be relatable.  It will go a long way with fans and potential brand partners.

 

What can the NFL learn from the Pro Bowl:

·       Let those touchdown celebrations go, let there be dance!

 

Brand Spotlight – What we can learn from Protein World’s campaign with Khloe Kardashian

Let’s get something out of the way upfront - Protein World is arguably my favorite brand based on their marketing campaigns and fresh tone shared through their social media accounts.  I also use their products – they are effective and yummy!  I have recommended this brand to many of my friends and family, and while I normally shy away from highlighting brands I have a personal connection to, they are a great example of a brand that is executing successful marketing and advertising campaign.  We can all benefit from that. 

I’ve been following this UK-based health & wellness brand for a couple years now and they’ve just hit a homerun with a “Go Big or Go Home” campaign that not only puts them on the map in a saturated industry, but is in line with the same fierce brand personality their existing fan base has grown to love.

#TBT to Protein World’s bold 2015 “Are You Beach Body Ready?” advertising campaign.  The brand received international attention (mostly a lot of heat) for using a sexy model in a bright yellow bikini in their ads promoting their weight loss program.  Body shaming and how women are objectified by society is a hot button – now more than ever.  Every brand is wary of the trolls just waiting for a misstep, so they are extremely careful when it comes to any mention (or criticism) of the female shape.  And when critics ripped into Protein World, instead of cowering down, apologizing, and having their ads pulled, Protein World stood tall and strong behind their brand messaging.  In some cases, their responses flat out mocked their “haters” and celebrated the record-breaking sales brought on by all the publicity! 

Protein World promotes a healthy and active lifestyle, nutrition supplements that support that goal, and leverages influencers to share their message through social media.  They have loyal fans and haters alike.  Protein World is also a fierce and fearless brand that can talk-the-talk AND walk-the-walk.  So when it came to their “New Year, New You” campaign promoting their 30 Day Challenge, who better to represent their brand and voice than a public figure that faces that same type of love/hate on a daily basis – Khloe Kardashian.

Whether you love or hate the Kardashians, you cannot deny their success.  Through family scandals, breakups, and media frenzies, Khloe has reinvented her mind, body, and soul since she first entered the Hollywood spotlight.  I could give you a slew of reasons about why Khloe Kardashian and Protein World are a perfect pairing and why this campaign will be a success (the website basically crashed during the campaign launch!), but let’s highlight one overarching theme demonstrated by this successful campaign and many others: 

COMMITMENT. 

In order to have a successful campaign, a brand must COMMIT

to their Voice, Influencers, & Messaging.

Brand Voice & Tone – Protein World has demonstrated strong conviction through their engagement on social media and public statements for C-level executives.  They are confident and consistent with their voice and tone, which indirectly instills confidence within their core consumer about the quality of their product. 

Lesson: Find your voice and stick with it.  If you vary in tone and messaging, your content will not resonate with your consumer – in fact, it will turn them off entirely.  Commit and stick to the script.

Influencer Partnership(s) – Protein World works with numerous influencers and now, most notably, Khloe Kardashian.  They will now reach a wider demographic than with previous partnerships due to her overall reach, international appeal, and younger following.  Her fearless and witty personality, and occasional “clap-back” retorts to heat from the press or fans, aligns with Protein World’s “not backing down” stance and tone.  They have secured Kardashian for 6 months for this particular campaign, which will include countless social media posts from Kardashian, media coverage, and additional assets that will be hard to miss within that timeframe. 

Lesson: Identify influencers that reach your target consumer and match the brand’s lifestyle and tone.  Consumers will not only sense a disingenuous relationship with influencers, they will also notice if the influencers’ tones change within the branded content.  Don’t fall for the “firework effect” and expect an overnight ROI.  These campaigns take multiple posts and time to see the full impact.  Commit to your influencers for a longer engagement to maximize the impact with their fan base.

Campaign Themes & Messaging – Protein World is known for their sass, crisp branding & marketing, and influencer marketing tactics.  This has been consistent throughout their campaigns and has grown over time as the brand matures and continues to expand.

Lesson: A brand’s overall voice and tone shouldn’t vary too much from campaign to campaign, but strengthen and evolve with the brand.  That being said, the individual campaign themes and messaging may diverge - sometimes you have to shake things up!  Regardless of the campaign theme, commit to the associated messaging, tactics, and platforms to maximize the impact.  Campaigns can be short term, but invest and commit to each and every campaign to maximize the reach, impact, and overall ROI.

 

New Year, NEW BUDGET! Happy 2017!

Happy New Year, Everyone!  “New Year, New YOU!” doesn’t just apply to our personal lives and resolutions.  It’s a new year, and your brand can take on some new habits in 2017, as well.

So let’s kick off the year with some real talk.  Whether you have $5,000 or $5 million in your marketing budget, please reach out to STILETTO for a consultation.  Most brands assume “influencer and entertainment marketing” is too expensive for them and stick to traditional marketing and advertising methods – This is NOT always the case!  There is generally something for every brand, so at the very least know your entertainment marketing and influencer social media options as we kick off 2017.  STILETTO can explain and present tactics and craft campaigns that work within your budget and align with your 2017 marketing plan and associated initiatives.   

If you want Beyoncé or Taylor Swift to represent your brand, you’re going to pay big for it.  If you want a Super Bowl commercial, same thing.  But the majority of “entertainment” opportunities that yield valuable brand awareness, media coverage, and social media assets are affordable. 

Let’s focus on the activations that will get you the most “bang for your buck” if negotiated and executed correctly:

  • Celebrity Event Sponsorships
  • Gift Lounge Participation
  • Music Video Integration
  • Influencer Campaigns
  • Talk Show Integration & Giveaway

The "Why" & How Much:

Celebrity Event Sponsorship

You don’t need a full blown celebrity endorsement to participate in a star-studded event.  Nearly all celebrity events are sponsored in some capacity, whether it’s a celebrity baby shower, unofficial Super Bowl event, or an “After Party” - and the activation capabilities are endless.  You can’t deny it…consumers can’t resist seeing what their favorite celebrities are into!

What you get*:

  • Guaranteed Press & Media Coverage
  • Branded Interactive Onsite Experience
  • Celebrity and Influencer Interaction & Engagement
  • Pictures & Video assets for social media and internal marketing/sales use.
  • Potential Step & Repeat Logo Inclusion
  • Official Press Release Mention
  • Quick Turnaround – can be executed in as little as 2 weeks depending on execution details
  • Behind the Scenes Assets (depends on activation)

**Endless options based on available budget and brand details.

Recommended Starting Budget for Celebrity Event: $25k

*Varies by event and brand category

Gift Lounge Participation

With many celebrity events, there are associated gift lounges for gifting directly to celebrities and influencers.  Typically these are around award season, but can be a component of any event.  These gift lounges are great for quick assets for social media, but you may be limited in terms of the activation capabilities, press coverage, quality of celebrity talent attending, and overall “cool” factor since your brand will be featured with countless others.  Gift lounges are generally more affordable than a full blown event sponsorship for those reasons.

What you get:

  • Limited Press & Media Coverage
  • Branded Interactive Onsite Experience
  • Celebrity and Influencer Interaction & Engagement (Quality of talent not as high as Event Sponsorship)
  • Gifting to attending talent
  • Pictures & Video assets for social media and internal marketing/sales use
  • Official Press Release Mention
  • Quick Turnaround - can be executed in as little as 2 weeks depending on execution details

Recommended Starting Budget for Gift Lounge Participation: $10k

Music Video Integration

If you read my earlier post about Morton Salt’s collaboration with OK Go to launch their “Walk Her Walk” campaign, you know I’m a huge advocate for music video integration – especially if you are targeting the millennial demographic.  But it’s not just because they allow for more creativity and have a “cool” factor about them – music videos provide unique assets that other marketing tactics can’t offer.  Music and artists are a part of everyone’s lives – there is no demographic a music partnership can’t reach!  And remember, Entertainment is King when it comes to reaching consumers.

What you get:

  • Implied Endorsement – Association and interaction with top talent without huge endorsement fees
  • Can lead to a future long-term partnership with the talent if both parties are satisfied with the results of the initial activation
  • Contracted and guaranteed brand exposure (duration onscreen) and product usage
  • Pictures & Video assets for social media and internal marketing/sales use
  • Trackable Viewership/ROI via YouTube & Vimeo
  • Additional Add-on Assets (including, but not limited to)
  • Social Media posts from the talent
  • Behind-The-Scenes Content
  • Quick Turnaround – Production to release of video generally around one month

Recommended Starting Budget for Music Video integration: $15k*

*Flexible, varies by talent and brand category

Influencer Campaign

The hot tactic that is expected to double in 2017 is influencer campaigns, leveraging social media primarily.  This method is excellent for reaching target consumers based on the platforms they are active on and using select influencers to share branded and entertaining content to reach a particular demographic.  And perhaps the best thing about it, there is no one “right way” to go about it (but you can certainly do it wrong if you aren’t careful!).  Depending on the marketing initiatives, a campaign could leverage micro, social media/lifestyle, or celebrity in their influencer campaigns so the budgets will vary depending on the campaign goals.  The relationship with the influencer can be short or long-term, but that decision should be based on the campaign goals and KPIs.

What you get:

  • Entertaining content created by a select influencer
  • Contract & mutually agreed upon usage and content
  • Leverage of the influencer’s fan base
  • Shareable content for social media
  • Assets for internal marketing/sales usage
  • Flexible terms
  • Quick turnaround
  • Trackable viewership and engagement

Recommended Starting Budget for Influencer Campaigns: $30k*

*This includes multiple posts and pieces of content, and potentially multiple influencers.  This is NOT for a single post on one channel.  In addition, a micro-influencer campaign can be activated for less, but results may vary.

Talk Show Integration & Giveaway

An oldie, but a goodie.  Nothing beats an implied endorsement from a top talent, national exposure, and your brand messaging delivered straight from the host’s mouth!  You can reach millions of viewers with a 30 second brand integration and giveaway that is baked into the content of the episode.  The segment and giveaway may also featured on the TV production’s website and their social media platforms, as well. 

What you get:

  • Implied endorsement from a top talent
  • Guaranteed brand exposure and brand messaging
  • Product Sampling
  • Picture and video assets for internal marketing and sales use
  • Additional Add-ons
  • Social Media promotion
  • Website Inclusion
  • Additional “Home Viewer” Giveaway

Recommended Starting Budget for Talk Show Integration: $15k*

NOTE: Talk show integrations and giveaways require product for all audience members, sometimes an online giveaway, and may require an integration fee which varies by production and segment (reflected in recommended minimum budget below).

*Does not include value of product for gifting.  Many shows require a retail value of $50 or $100 gift value per audience member.  Audience size varies from approximately 50 – 450. 

*Integration fee varies by TV production

FINAL THOUGHTS:  

All of these tactics work individually for a “firework” marketing effect, but are best utilized when they are baked into existing campaigns.  A successful entertainment marketing plan should support all other marketing/advertising efforts in some capacity, which will also add longevity to the assets obtained with each activation.

STILETTO will educate and guide you through the details to create engaging and successful marketing campaigns.  No matter the budget, there is something for everyone.  And if you take one thing with you from this, let it be this point: DO NOT PARTICIPATE IN GIFT BAG ONLY OPPORTUNITIES!  I can promise you with nearly 100% certainty that the samples sent for the gift bag never reach the talent, but their assistants and publicists will love the free goodies.  The assets you receive in return for your contribution (usually a cash fee and product) will yield little to no result.

Contact STILETTO for your free 2017 consultation.

Influencer Marketing - You're Doing It Wrong

Calling all marketers that say “influencer marketing doesn’t work” --- You’re doing it wrong!

Someone extremely intelligent that I respect recently told me that they felt influencer marketing was on the way out because “it doesn’t work” and proceeded to tell me the details of this campaign which had my insides screaming “YOU’RE DOING IT WRONG!” 

With 85% of marketing and communications professionals expecting to execute at least 1 influencer campaign in 2017*, the data is in my corner when I say it isn’t going anywhere.  If anything, influencer marketing is on the rise, but the underlying execution and strategy is changing.

Let’s talk about what’s “not working”:

·       TV Advertising – Aside from live events, what consumer hasn’t found an easy solution to avoid commercials (that cost millions in ad buys, by the way)?

·       Digital Ads – Ad blockers, ad blockers, ad blockers everywhere.

·       Print Ads – Are these extinct yet?  I kid, I subscribe to a number of magazines and newspapers, but most of my time is now spent online and on social media like most consumers these days.  Can anyone recall the last print ad that caught their eye?  Was it because a celebrity was in it?

The above would be considered “traditional marketing”, which is hanging on by a thread, yet it’s still considered a “safe” investment by most brands when it comes to budgets.  But even with the above tactics, how do you prove the ROI?  Number of Impressions?  If your product can be purchased online and your goal is to drive sales, you can track the click-thru and your sales funnel, but that isn’t always the goal of a marketing campaign and certainly doesn’t cover every brand marketing and advertising to the consumer. 

Proving ROI has ALWAYS been the #1 struggle for marketing and advertising professionals, so why do we expect influencer marketing to suddenly solve this puzzle?

So, let me ask you this: what didn’t work with your last influencer campaign?  Low engagement? No measurable ROI?  It’s possible that the reason it “didn’t work” is because of poor execution or unrealistic expectations set.

Influencer Marketing is more than paying for a tweet or a single Instagram post (and if that’s how you define “influencer marketing”, you’re absolutely doing it wrong!).  If you’ve read any of my past entries, you know what I’m going to say: ENTERTAINMENT IS KING!

Influencer Marketing is most effective when it’s part of a larger multifaceted strategy, it focuses on entertaining rather than selling, and can leverage micro-influencers, social media & digital influencers, and/or celebrities.  These campaigns vary in scale and cost – Opportunities exist for budgets and brands or all sizes!  (Have you seen American Express’ #ShopSmall #AmexAmbassador campaign leveraging influencers of ALL LEVELS – you literally cannot miss it!)

Here are some questions/steps to think about before activating your next influencer campaign.  With solid execution and planning, you’ll put this “influencer marketing doesn’t work” to bed – for good:

Marketing Basics:

  • Who is your target market?
  • What social platforms do they spend the most time on?
  • What type of content do they respond to?
  • Where else do they spend time online?
  • Identify KPIs to measure success
  • Set a goal based on established KPIs (be as specific as possible – brand awareness, website traffic, sales, etc.)
  • Can these assets (images, video, blog entries, statements, etc.) be repurposed?**

Influencer Marketing Basics:

  • Research, identify, & secure appropriate influencers - Should align with the answers to the “Marketing Basics” outlined above
  • Learn the Influencers’ tone, voice, and review their existing content & style
  • Allow the Influencer(s) to use their creative genius when developing the campaign assets
  • Outline complete ask upfront – total posts, type of content, important brand messaging, etc. (Budget and negotiation tactics will be adjusted accordingly)

 

**Contact STILETTO for your next successful influencer campaign.  We are full service and handle it all, to identifying the influencers, negotiating the terms and/or fees, and final execution. 

 

 

*Statistics from eMarketer survey for 2017

 

3 Influencer Marketing Statistics You Need to Know for 2017

With 2016 winding down, here are some statistics about a marketing tactic that’s expected to nearly double in 2017 and should be incorporated into every brand’s marketing mix:

Influencer Marketing.

The Why:

Entertainment is King!  Branded content held the throne for long enough, but if the content isn’t entertaining it will be dismissed by the viewer.  Consumers, especially millennials, hate being marketed to so baking your brand messaging into a piece of entertaining content has become imperative for future successful campaigns.  Influencers create unique and authentic content that increases reach, recognition amongst consumers, and most importantly – It entertains their fan base while sharing your brand messaging, driving engagement, and increasing traffic to the brand’s social media pages, website and/or landing pages.  The most successful influencer campaigns allow for the talent to put their personality into the content, which allows for an organic and authentic campaign that engages your target demographic. 

3 Influencer Marketing Statistics You Need to Know for 2017*:

1.       94% of marketers find influencer marketing to be an effective strategy

2.       78% of marketers say proving ROI will be their #1 hurdle in 2017 (so nothing’s changed here!)

3.       2016 Average Budget per Influencer Campaign: $25k - $50k**

**Influencer marketing budgets are set to DOUBLE in 2017.

STILETTO specializes in entertainment and influencer partnerships.  Contact STILETTO to build your next successful marketing campaign.

 

 

*Data sourced by Linqia, via Adweek.