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.

 

5 Music Video Integration "Humps" To Get Over on Hump Day

5 “Humps” Brands Encounter when Considering Music Video Integration

There are hundreds of music videos produced each year so there is no lack of opportunity for brands to get on board and integrate their products.  If you miss one music video integration opportunity, there is likely to be another good fit right around the corner.  That being said, to get you over the hump, these are 5 “humps” brands encounter on a regular basis when it comes to securing their perfect music video integration opportunity.

#1 Timing

“Wait, the video shoots in 10 days?”- Yes, and this is typical.  Sometimes you get even less notice!  If music video integration is something your brand wants to activate, it is imperative to have branded items and product readily available to be used on set.

#2 Available Funds/Budget

When you get 10 days’ notice that there is a music video shoot and you want in, you don’t have a lot of time to examine your budget and create a slush fund.  We recommend a minimum budget of $10k set aside in advance if music video opportunities are something you are entertaining for the future. (Keep in mind, if you’re targeting an A-List artist we may have to add a 0 and then some to that figure)

#3 Usage/Branding

All music videos have treatments outlining the scenes and overall vibe/atmosphere for the shoot.  The ideal integrations weave the product in seamlessly, without it feeling forced.  You will not receive 10 continuous seconds of branded exposure (and you don’t want this because it would feel very awkward and your consumer will notice), but it is likely you’ll receive 5 seconds of branded exposure throughout the video including insert shots of the product and logo. 

PRO: The usage and duration of branded exposure onscreen is outlined and those details will be included in the contract.  You will receive the exposure desired, but expectations will be set accordingly.

NOTE: Specify if there are particular ways your product should or should NOT be used.  An obvious example of this would be alcohol brands being consumed in a moving vehicle.  You know your product better than anyone so sharing proper use is important and welcomed by production. 

#4 Additional Branded Items

Your product may be a mobile device or beverage, but depending on the treatment there may be opportunities for your brands to score exposure without it being the physical product.  We’ve had clients brand cars, t-shirts, billboards, even create fake magazine covers to stealthily work their way into the scene.  Promotional items can also be repurposed for these opportunities.  Get creative, but don’t forget about your deadline to have the final products to production!

Send extra branded items if you have the inventory and gift baskets for talent or key players never hurts!

#5 Onsite Representation

Some music videos are shot in New York, Los Angeles, etc., but some shoot in Ibiza or a desert that isn’t particularly conducive for your team to travel (especially on short notice – see a pattern here?).  It may not always be possible for you to have agency or brand representation onsite during the shoot.  Travel for any representation to attend will be at the brand’s expense. 

This is NOT a reason to back out of the integration.  You have a contract in place, the exposure and usage is outlined.  Rest easy, the production team can take it from there and they’ll do a great job!

NOTE: We do recommend having an agency or brand representative onsite, but not because we don’t trust the production team.  Sometimes during the shoot, creative changes or ideas are born.  Having someone onsite can expedite the approval process for any creative adjustments or offer suggestions/solutions that improve the integration can be ‘key’.  Working together with production, as well as establishing a relationship with the production team, is always a good thing!

CONCLUSION:

I’m a vocal advocate of music video integration since music knows no boundaries and reaches various demographics, but the music videos also offer a trackable ROI and fun assets that can be repurposed for additional value.  There is a little something for everyone based on your brand and ongoing campaigns. 

STILETTO is a resource and will answer questions you have about music video integration and other celebrity/influencer-driven campaigns.  

 

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.

Week Weed PDX 2016 - 8 Hot Topics

In my professional career, I’ve attended conferences and trade shows across all sorts of brand categories: fitness & health/nutrition, tech, outdoor recreation, consumer food & beverage - you name it, I’ve probably been there!  This past week I attended Weed Week PDX 2016, which is a cannabis industry event where professionals specializing in each aspect of the business get together to share best practices & innovations, industry trends, and network.  While in many ways, the programming was very much like your traditional industry conference, the discussions I participated in allowed me to take a step back to more fully understand how the industry currently functions and see where the industry is headed.

The cannabis industry is in a state of transition and innovation, and on the verge of a big boom with recreational marijuana being legalized in a number of big markets this past election.  In sessions, I spent most of the time listening – listening to the questions of consumer brands, growers, retail owners/operators, etc.  I glanced at the notes of those sitting around me to see what their big takeaways were.  From very green to branding experts, it was clear that with the cannabis industry is still finding its legs to some degree.  Trial and error will be the game for a bit, but the good news is that at this stage there is room for experimentation. 

Here are the top 8 topics of discussion that were of most interest to the contacts I met at Weed Week PDX 2016:  (Please note: Budgets outlined are not quoted by STILETTO, but by other cannabis industry leaders)

·       80:20 Rule (Sales): Highly saturated market with more and more products entering the market, while 80% of the sales are from 20% of the available product.

·       Relationship-Oriented Business: Sales are heavily reliant on the relationships with Budtenders, and the Budtenders’ recommendations to consumers.  Will this shift as the industry grows and brands begin marketing directly to the consumer and if so, how do brand effectively market?  Answer - Yes, but the importance of Budtenders will still be a top priority.  Social Media and PR will play a large role in reaching existing and new consumers.

·       Social Media: Social media is a huge opportunity as it is less regulated and accessible to everyone, but has also created some hurdles since cannabis has been a controversial product in the past (and sometimes, still is). 

o   Brands also have difficulty allocating time to a process that doesn’t have a “proven” ROI in terms of sales or driving foot traffic.

·       Influencers (Digital, Social Media, & Celebrity): Playing a larger part in marketing cannabis than ever, and expected to increase along with the expansion of the industry

·       Consumer & Industry Data: There are services that can provide real-time analytics, such as Headset, there is very little consumer data available since transactions are conducted in cash and few consumers sign up for a “subscription” or “frequent shopper” program. 

o   Current Stats Include*:

- Average $ per Transaction: $33

- Male/Female Purchaser – 2:1 Ratio

- Average Consumer Spend per Year: $1k - $2.5k

- Average Age of Consumer: 37

*Data provided by Headset

·       Cannabis Media/News Outlets & PR: Top Content that is Featured

o   Promoting an industry event

o   Content Marketing - Focus on educating the reader versus selling the product – If the product is innovative, especially in the medical arena or reaching a new demographic, focus on that aspect.  If it feels like an ad, it won’t be included in their content

o   LOVE research/data-driven content – There is a lack of data in the industry, so independent studies that carry weight are likely to be shared.

·       Branding: How important is branding? Answer: VERY. 

o   Investing early in branding materials that align with your brand and price point will help your products stand out in a saturated market, increase Budtender recommendation, and save you from a re-brand after your product is already established and recognized by your consumer.

o   Branding Budget: OMD Agency recommended a minimum budget of $25k for comprehensive branding.

·       Marketing Budget: Recommended Marketing Budget - $3k/mo Minimum*

*May vary by product category and medium/platform.  Also, dependent on tactics utilized (influencers, etc.).

In addition to the above information, in the Day 1 recap, we touched on many marketing tactics that will be leveraged as brands further develop their marketing campaigns and expand their consumer base.

STILETTO will develop and execute marketing strategies that maximize the impact of your budget, as well as secure strategic brand partnerships and PR.

Please contact STILETTO directly for a free consultation to discuss marketing strategies to differentiate your brand.

Day 1 @ Weed Week PDX 2016 - Make Your Brand Top-Of-Mind

It's fair to say I never thought that my professional career would bring me here: Weed Week PDX 2016. That's right, there are cannabis conferences and they are awesome.  And no, they aren't super laid back and no, the attendees and presenters are not high.  Recreational marijuana is a business, and a very lucrative one that is growing rapidly.  While the attire of attendees and presenters may range from grunge to business professional, everyone is on a mission to grow their business. Very much a "work hard, play harder (or higher)" atmosphere, there will be some product sampling as part of the conference experience.

While there are sessions focused on product trends, legal guidance, industry best practices, etc., for all parts of the cannabis trade, there is one question that has been brought up in nearly every session: "What about that marketing plan?"  As more states legalize marijuana for recreational use, how will that change how these products are marketed, sold and distributed?  How is the industry changing and what does the future look like?

Truth is, it's somewhat the "Wild West" right now since individual states have their own restrictions and regulations.  However, there will be a shift with many brands marketing directly to consumers versus the retail locations themselves.  

Yesterday, Cy Scott, Co-Founder of Headset, a real-time data platform specifically for the cannabis industry, shared that the 80:20 principle also applies to marijuana sales.  If you're not familiar, this means 80% of the purchases are from 20% of the available products on the market today.  If you've been to Uncle Ike's or any other retail location, you know there's an overwhelming selection of products in all categories (flower, vape, topical, edible, beverage, etc.).  

With that in mind, a number of growers, consumer brands, and retail locations have asked how to differentiate themselves before the cannabis bubble bursts.  How do they stand out and continue to grow their business as more and more products and locations hit the scene?

As with many industries, relationships are key and the recreational marijuana market heavily relies on the "Budtenders" to educate the customer and make appropriate product recommendations based on the desired effect.  Budtenders are incredibly knowledgeable about the products, what's new and worth a try, and often times are responsible for establishing brand loyalty with the consumer.  But as more and more products hit the market, will the cannabis industry follow in the footsteps of the pharmaceutical industry which transitioned from physician recommendation to the advertising tagline: "Ask your doctor about (insert brand here)..."? 

My Prediction: The next wave of recreational marijuana consumers will ask for products by name.  (NOTE: The Budtenders' opinions and recommendations will still be valuable, but the "guinea pig" new consumer will be curious to try products based on how they are marketed.)

How do you make your brand top-of-mind?

Here are some suggestions highlighted during Day 1 at Weed Week PDX 2016, with STILETTO's recommendations baked in, on how to achieve your marketing and branding goals so your product is top-of-mind for consumers (which can also be applied to nearly every other business):

  • Brand Creative Brief
    • Define your brand's core competencies and identify your target consumer
    • This will determine the direction for branding and all facets of your marketing/advertising campaigns
  • Branding 
    • Invest in high quality branding and packaging
      • This will not only appeal to your consumer, but the Budtenders and retail locations are more likely to promote a polished brand
      • Use a creative agency that is familiar with the industry to make packaging and design recommendations, which may also expedite the production process
  • Social Media Marketing
    • Social media platforms are currently the most flexible and least restricted marketing mediums
    • Develop a social media plan with multiple content buckets
    • Identify where your target consumers are spending time and reviewing content (Facebook, Instagram, Snapchat, etc.), then prioritize accordingly.
    • Leverage your branding and creative brief to determine the tone of your social media content
  • Digital, Social Media, and Celebrity Influencers
    • Mix it up: Industry-specific influencers to maintain your current customer base and target consumers most likely to be in a "buying stage", but also broaden your reach by working with similar lifestyle influencers that can attract NEW consumers
    • Identify appropriate influencers and analyze their audience demographic and engagement 
  • Content Marketing
    • "Content is King" - It's not just content, it must also entertain.  Whether it's on social media or another medium, consumers know when they are being marketed to so be sure entertain them to earn their business and remain top-of-mind.
    • Make sure the content is in-line with your brand and current strategy
  • Entertainment-based Content Marketing* (which will become more widespread once recreational marijuana is legal nationwide)
    • Event Sponsorships - Similar to alcohol, event sponsorships offer excellent PR & media coverage, social media assets, interaction with talent and influencers, and provide the unique opportunity to reach consumers and influencers through experiential onsite activation and sampling.   
    • Music Video Integration - Again, similar to alcohol and e-cigs, this is a less expensive method to reach millions of potential customers and receive an "implied endorsement" from top celebrity talent.  Exposure and usage is agreed upon prior to production to make sure your brand messaging is shared with the viewer.

*Depending on other brands participating, this could also increase your brand's reach and value in terms of association with other recognizable brands.

STILETTO can assist with each of these components to ensure your brand receives maximum exposure with each activation.

Stay tuned for a recap of Day 2 and feel free to reach out to STILETTO directly with questions.

How Morton Salt is reaching the Millennial Demographic

 

Who isn't familiar with Morton Salt? Or recognize their iconic "Umbrella Girl" in the yellow dress on the dark blue cylinder? Is it possible Millennials aren't as familiar with Morton Salt as the rest of us?

Well, Morton Salt will make sure they notice that they are more than "just salt".

Morton Salt partnered with indie-rock band OK Go to create an unbelievable visually stimulating music video for "The One Moment" to promote a new Morton philanthropic platform "Walk Her Walk", dedicated to making an impact on the world through 5 organizations.  Both Morton Salt and OK Go want individuals to understand, cherish, and take note of the impact each moment has on their lives and the world.

But let's talk about the marketing aspect of Morton Salt's partnership with OK Go and their decision to use Music Video Integration as a key component to their "Walk Her Walk" campaign.  Many people say "music videos are dead."  While they're not aired on MTV anymore, they live online (FOREVER) and still get millions and millions of views.  These videos are uploaded to YouTube by various sources, the artist, the label, maybe the production company, and even distributed to media outlets for PR stories.  And the view count tallies in front of your eyes.  Morton Salt's "Walk Her Walk" campaign and the "The One Moment" video have already garnered millions of impressions through media coverage alone.  Music videos are not dead - they are very much alive.

Aside from promoting their philanthropic "Walk Her Walk" campaign, leveraging their own "Umbrella Girl" as a spokesperson, Morton is targeting a new younger demographic that may not have grown up with the same dark blue canister of salt that has been around since 1848.  

What are millennials watching, doing, consuming?  Entertainment.

Morton Salt's Formula for Success:

Strong Brand + Worthy Cause + Cool Artist + Fun/Creative Concept = MILLENNIAL CONTENT GOLD (aka Music Video Integration)

5 HUGE Benefits to Music Videos:

·       Quick Turnaround - Most music videos move from concept to production to completion/released within a month

·       Implied Endorsement - Association with talent is an implied endorsement, meaning the association and placement implies that the product is used and 'approved of' by the talent without additional endorsement fees.

·       Assets Galore – Music videos live online forever, but there are additional assets that can be sources and re-purposed.  For example, behind-the-scenes footage, still shots, and more can be used for internal sales and marketing purposes (and often B2B trade shows)

  • Consider additional social media posts & promotions with this integration (Snapchat, Instagram, Twitter, Facebook, etc.)

·       Promotion/PR – The talent, label, and managers want the video to be a success just as much as the brand so there will be dual efforts to promote the content AND media outlets are more likely to pick up a story that has a “celebrity” associated.

·       Cost Efficient – Many brands assume this is out of there price range, but the truth is it is one of the more affordable celebrity partnerships with the most bang for your buck.  The fee is based on the talent (Beyonce > Next Big Punk Rock Band), length of duration on screen, and brand category. 

The phrase used to be "Content is King" - Now it's "Entertainment is King".

I encourage you to check out the OK Go "The One Moment" video on Morton Salt's "Walk Her Walk" page.  A beautifully executed campaign and maybe the most visually stimulating music video I've seen in a long time - Morton Salt's "Walk Her Walk" 

Contact STILETTO for questions about Music Video Integrations and Celebrity Partnerships.

"Will you go out with me?" #OptOutside

That’s one of the slogans from this year’s edition of REI’s absolutely BRILLIANT #OptOutside marketing campaign that is returning for its 2nd year and is on course to become its own Thanksgiving holiday tradition … right up there with turkey, pumpkin pie, and a good ol’ fashioned turkey bowl.

If you somehow missed all the buzz around this award-winning campaign (literally, won nearly every marketing award this year), here are the details of the original 2015 REI #OptOutside campaign that shocked the marketing and retail world:

  • REI closed all off their retail locations on Black Friday, the unofficial national holiday for retail stores (approximately 143 locations)
  • Gives a paid day off to all of their employees (approximately 12,000 employees)
  • The REI.com site featured a takeover screen encouraging visitors to #OptOutside, rather than big online sales
  • Goal: Instead of waiting in line and fighting with other shoppers over the last sleeping bag, #OptOutside – camp, hike, whatever it is you want to do … do it in the great outdoors.

This year, it’s bigger and better.  Approximately 275 local and national partners are participating this year.  Partners range from nonprofits and national parks to big corporations.  For example, Subaru will be donating a fleet of cars for New Yorkers to take their dogs and/or shelter dogs out into nature, Google is working with REI to support outdoor activity-focused nonprofits in Seattle and Austin, and numerous outdoor apparel and equipment brands will also promote the #OptOutside mission to reclaim Black Friday.  In addition, REI launched an outdoor activity finder to find nearby hiking trails, share pictures with fellow “outsiders”, and connect with nonprofits for continued interest in supporting the outdoors and outdoor recreation. 

The campaign is beautiful and genius for so many reasons, but as marketers there are a few takeaways we all can be reminded of from time to time.

1.       Know thy consumer – And empathize.

REI CEO, Jerry Stritzke, was quoted, "As a nation we're still spending over 90 percent of our lives indoors and it's a trend we need to tackle.”

OMG.  90% can’t be right (as I sit here realizing I was outside for a grand total of 1 hour today for a run)?!?  Just another reason we should all #OptOutside.

But it isn’t just about dropping mind-boggling stats like the above, it’s about understanding your consumer and their behavior.  REI is not known for huge discounts or blowout sales, but they have a very niche consumer that spends big dollars on apparel and equipment to enjoy the great outdoors.  While a sale here and there is appreciated by any customer, theirs isn’t planning on using that tent to camp outside waiting for their doors to open at 12am after a Thanksgiving feast.  They would much rather spend their Black Friday camping, hiking, rock climbing, or whatever it may be to explore while also working off that 2nd slice of pie.  It’s a passion, but also an activity that requires time to enjoy … and perhaps some high-quality gear from a retailer who shares your passion.

At the end of the day, consumers are people – and so are marketers!  Act like it.  Think, feel, and be human.  This campaign focuses on the values of their customer and employees, proves that REI “gets it” and is willing to sacrifice sales for the betterment of their community (albeit they are receiving positive and free press, but still!).  Brands that demonstrate that they share the same values and feelings as their customers will also have the most loyal customers.

Want to know what REI customers and employees are thankful for this Thanksgiving? Another day they can spend outdoors.

2.       Remember, and stay true to, the brand’s mission.

Fun Fact: REI was founded by a group of mountaineers.  REI’s overview is essentially a mission statement and commitment to their consumer, as well as the great outdoors.  “REI is a national outdoor retail co-op dedicated to inspiring, educating and outfitting its members and the community for a lifetime of outdoor adventure and stewardship…We are passionate about the outdoors and committed to promoting environmental stewardship and increasing access to outdoor recreation through volunteerism, gear donations and financial contributions.”

It’s one thing to provide a service, it’s another to declare a passion.  All mission statements include a core purpose.  REI’s mission is to live and breathe the outdoors through their actions and service, and while they are a business that has a “bottom line” like any other, this campaign shows they understand their consumer and share the same passions. 

Because this campaign is so “on brand” for REI, it doesn’t feel like a PR stunt.  While they are getting a ton of free press, it’s been received as genuine and inspirational.  Customers know when they are being marketed to so it’s imperative brands understand how their voice comes across to the consumer so their campaigns are heard as friendly invitations to indulge in a passion.

3.       Communicate

Marketing is really a conversation between the brand and the consumer.  You have to listen to the audience to know what they like, feel, want, need, etc.  REI’s campaign includes a social component and allows participants to share their #OptOutside plans and pictures with others.  Not only are they servicing their customers’ needs, but they are also collecting data and consumer insights through this engagement.

The more you communicate, share, and have an open dialogue with your audience, the more you will learn about their needs so you can better service them now and in the future. 

4.       Timing

Black Friday is a great opportunity for REI to set itself apart from major retail chains and make an impact with their customers, but that campaign wouldn’t make sense for all brands.  Black Friday may not be a day your customers purchase your product or visit your store and you don’t need to close your doors to appeal to your consumers’ inner desires. 

Try to identify opportunities where you can make the most impact and create a campaign that resonates with your target audience, tap into what they really want when they purchase your product, and evoke emotion.  These can be small or large campaigns targeting niche or broad groups, but if they are speaking to the heart of the consumer they will prove effective and impactful.

Many brands carry the same messaging throughout the year with few seasonal themes and sales spikes.  Brands that are present, aware, and listening to what’s currently on the customers’ minds can mobilize and leverage social media for quick activations. 

There are a few brands doing this really well in the Seattle area, but one that comes to mind is Cupcake Royale – If you follow them on Instagram (which I highly recommend), whether it’s Pride, football season, or #NationalIceCreamDay, they are constantly monitoring their consumers conversation to see “what’s hot” or “trending” and deliver seemingly-impromptu social media specials that lead to long lines of eager costumers.  While cupcakes, ice cream, and donuts aren’t always the answer, Cupcake Royale is developing a relationship with their consumers by showing their understanding and support whether celebrating or mourning.  They also share images of their fans living the experience of their campaigns – from waiting in line, to when they finally get that luscious cupcake in their hands, to that first heavenly bite.  They have tapped into the emotions of their consumer and it pays off “Royaley” (Sorry, I had to.).

Using the above as an example, there is likely an untapped special time or event for every brand’s audience.  How does the brand build and demonstrate empathy while fueling the passion during those special times?  Dive in, engage and communicate with consumers.  Once you identify the opportunity, the next steps of planning and activation will become more clear.

#OptOutside is reminding us of the basics.  It doesn’t have to be a big nation-wide campaign to strike a chord and have a positive impact with a consumer base.  “The basics” can be implemented on all social media platforms for quick and cost-effective activations.  Whether it’s on Facebook, Instagram, Snapchat, or another social media platform, your brand can leverage those platforms to demonstrate and build empathy by being present and listening to the consumer voice.

Back to the basics.

Happy Thanksgiving, be thankful.  And #OptOutside this Black Friday - Cyber Monday is way better anyway :)

 

 

5 Mistakes Brands Must Avoid with Influencer Campaigns

As with any project, things are overlooked and fall through the cracks during the implementation process, but below are 5 easily avoidable mistakes that are all-too-common. Also, here are a few tips to ensure your influencer campaigns will stay on track and achieve (and exceed!) the desired result.  Influencer campaigns not only yield great results, but they're also fun and often provide great content that can be picked up for additional press and PR.

1.      Not Defining the Goals & Relevant KPIs in Advance

Too often brands don’t determine the campaign goals and KPIs before an influencer activation. They get excited about the activation and work on the other details, but don’t outline where the bar is set for success. There are 2 problems with not documenting these specifics in advance. 

a.      How do you determine if the campaign was a success if you don’t know what to measure? You can read analytics reports, track sales and website hits all day, but without a set target it becomes more difficult to determine which campaigns are more successful and what components of each were most effective and should be utilized for future programs.  

Side Note: This also allows you to fairly compare campaigns against each other when establishing and allocating budgets. If the metrics are available you can more easily evaluate where you can get the most bang for your buck.   

b.      By setting the goals and KPIs in advance, the campaign scope and direction will remain intact. Is the campaign’s focus to increase overall brand awareness or are you targeting a niche consumer base within your industry? Is the goal to drive consumers to your website or to build a social following? There are many questions to be answered when building a campaign, but when all the components are outlined in advance the brand messaging will be concise and consistent, the influencers will be identified and secured with those goals in mind, and the campaign will be more successful as a result.

TIP: Be specific with your goals and be sure to put measurement mechanisms in place so you can track each component and course correct mid-campaign if necessary.

2.      Not Identifying the Correct Platforms

Where is your target audience?Who is your target demographic?  Old, young?  Male, Female? Is your product more of an impulse purchase or does it require a bit more education before a consumer buys in? The answers to questions like these may uncover that specific platforms are better for reaching and engaging your consumer. And remember, you don’t have focus on all platforms.  Snapchat and Instagram Stories, while newer and more “hip”, but is your audience engaging on those platforms and will those platforms help you hit your goals?

This will also dictate the influencer chosen to drive the campaign. Before selecting an influencer, you need to identify where your audience is finding information about your product and where they engage with their friends, family, and other brands. Choose an influencer that aligns in those areas. An influencer’s voice and audience can vary based on the platform.  The type of content (video, boomerang, static image, etc.) created may also vary based on the preferred platforms.

TIP: Ask for detailed information about the influencer’s audience and engagement rate on each platform before including them in the campaign. Available details will vary by platform.

3.      Handcuffing the Talent

The influencers have proven themselves capable of creating unique content that the consumer genuinely enjoys and actively engages with on a regular basis. It is fair to request certain brand message points to be included or share inside knowledge of what has been “successful” in the past, but DO NOT handcuff the talent by taking away their creative control and voice. Share what has worked in the past and what has not, but no one has a better sense for the community than the person who built it and engages with it on a daily basis.

While the brand should always have final approval on content and copy to go live, the branded content should still entertain and feel authentic to the influencer's audience.  If not, the engagement and overall success will be compromised. 

TIP:  It’s ok to take a risk and let the influencer put their spin on the brand messaging and content. While the brand is an expert in their field, the influencer is the expert when it comes to their audience.  

4.      Limiting your Impact with Short Term Engagements

Unless there is a particular event or a firm expiration date for a campaign, most are successful if there are repeated engagements so the audience can build a relationship with the brand.  It also reinforces the authenticity and organic relationship between the brand and the influencer.

On the flip side, don’t overdo it.  The consumer can sense when a product is being forced on them. Too many posts or really heavy content will lead to decreased engagement and potentially negative feedback.

TIP:  Add in the option to renew or extend an engagement based on the success of the initial campaign.

5.      Focusing on Impressions versus Engagement. 

Don’t be lured in by a large following. Weigh your options.

Sometimes the influencer with the smaller follower has a more niche audience and perhaps a stronger influence over their following. Impressions matter, but engagement is key and much more valuable. 

TIP:  Consider the influencer with smaller followings and niche focus areas. Engagement on smaller accounts is often higher due to the follower feeling they have more of a “voice” within the community.

Now you're ready!

There are many ways you can work with an influencer and when executed correctly can yield big results. Get creative, take a risk or two. Start small or big, there is no reason to not dabble in the influencer-driven campaign space!

Feel free to reach out to me directly for questions and assistance!

Celebrity Endorsements in Politics: Election 2016 Edition

There's been a lot of talk about whether celebrity endorsements are an effective marketing tactic based on the results of the most recent election. Clinton had an A-List cast supporting her, each with their own platform and social media following "behind them". So why didn't she win?

Obviously this is one of many variables, but what we learned this week from a marketing perspective - 

Do not underestimate the consumer.

Over and over again in my business, when a brand is looking for a celebrity partner, the ask is for an "organic and authentic" relationship. The reason is not just so the brand can say that in a press release, but because the celebrity's audience and the target consumer will welcome and positively engage with the campaign, which if executed correctly will result in increased brand awareness and sales. For the campaign to be successful, the celebrity endorsement must be relatable and the celebrity chosen must be viewed as a knowledgeable influencer by the target consumer.

Ask yourself why you follow your favorite celebrities. Why are you a fan? What do you expect to see in their content? What are their specialties and what are they "experts" in?

Top Reasons:

  • Celebrities are funny/Celebrities are hot!
  • Get a glimpse into their everyday life, get to know them on a more personal level
  • Behind-the-scenes content/New project updates
  • Lifestyle (including fitness, diet/food, and travel)
  • Fashion/Beauty Trends

Taylor Swift is the reason I keep giving red lipstick a try, Marshawn Lynch re-introduced Skittles to my adult life, and if I could buy Anna Kendrick's "cool", I would. But when it comes to politics, there are few celebrities that make politics part of their regular dialogue and have established themselves as knowledgeable resources in that field. Did anyone Google their favorite athlete/actor/comedian/model/musician specifically for their political views? Not likely. Most celebrities are not experts well versed in policies, nor are they a "go-to" for those looking for political or financial insights. Therefore, celebrity endorsements in the political arena, while great for a headline and maybe sparking a conversation, only carry so much weight.

When it came to this election, voters analyzing their personal circumstances and making decisions that represent their needs did not look to celebrities as key influencers. But that does not mean celebrities don't influence other consumer purchase behavior and overall brand awareness. As all the best performing celebrity partnerships, this is just a reminder that celebrity-driven campaigns must be relatable and utilize a celebrity established as a true influencer and expert in order to be effective. So no, the celebrity endorsement isn't dead. It just has its place, which is currently not in politics.

Marketing Lesson of the Week: For any celebrity engagement, do not underestimate the consumer's ability to make their own decisions and recognize the appropriate influencers for a particular decision, whether they are selecting their next shade of lipstick or the next President Elect.

Lesson of the Week: Be kind. Love America and love one another.