Although mega-influencer power is said to be to be waning, Nordstrom has seen success with influencer partnerships in part due to their meticulous selection process. Kate Edwards, co-founder of influencer marketing firm Hearbeat, says the department store asks more than the “are they cute and do they have a lot of followers” script that many brands stick to. They look for influencers that fit in organically with their brand
Nordstrom’s extra scrutiny related to influencers helps them better determine whether they are able to convert followers into sales, which has resulted in numerous successful campaigns. While each influencer’s number of followers is considered, more weight is put on how engaged and loyal their follower base is. Read more about how Nordstrom’s influencer vetting process works.
Although women’s soccer has just a fraction of the audience size as men’s, the sport has experienced a surge in popularity recently in response to the 2019 Women’s World Cup. With viewership expected to total to one billion, advertisers are looking to tap into a high-profile sponsorship opportunity at bargain prices.
Some brands like Lucozade Sport see the World Cup as a vehicle to bring the athletes’ stories to life, change perception, and inspire the next generation. By aligning their sponsorship with the growing women’s soccer fan base, they shifting cultural norms as a long-term brand strategy.
It’s true – we spend more money when we are tired. But contrary to past research findings, tired people actually prefer a wider selection of product choices. Previously, marketers believed that consumers who failed to get enough Zzzz wanted to just get in and get out when it came to shopping, not taking time to engage. But, according to research, sleepy shoppers actually find variety a source of stimulation.
This is a huge opportunity for marketers, as this sluggish bunch can be more receptive to sampling and an assortment of options. Tailoring promotions to this drowsy demographic could result in the campaign of your dreams. Read more here.
The latest trend when it comes to event marketing strategies? An event within an event (seems very Alice in Wonderland, we know). Let us explain. A micro-event is essentially an extra touchpoint within a broader event or brand activation that offers attendees a little more value. This could be a content piece, access to a VIP experience, or something fun that engages a hyper-targeted audience.
The beauty of these micro-events is that they allow brands to use their imaginations – there aren’t rules. It can take place pre-event, be in the form of a workshop – whatever your team wants. By offering a unique, focused interaction at what could be a huge event, brands can connect with consumers in a more personal way. Check out some examples here.
Do you consider yourself “the creative type”? It turns out that most people don’t, but it could be due to the way our culture has defined “creativity.” Not only do people feel like creativity is all-or-nothing, 75% of those that do consider themselves creative say they feel they’re not living up to their creative potential. But there is good news for people who want to up their creative potential. According to an article in Fast Company, “this isn’t how creativity works, and this kind of thinking is the reason why you might have trouble tapping into the creative parts of your brain.” And when we look to neuroscience, we discover that being creative just takes a little practice.
With the definition of “creativity” shifting, how we understand creative thinking is following suit. By using certain tactics, such as allowing your mind to wander, you’re able to think in a more “lateral,” or diverse, way. In other words, you will begin thinking creatively.
The phenomenon of synesthesia, or the stimulation of one sense that leads to the involuntary experience of another, is inspiring brands to get creative when it comes to sensory associations. As companies seek out multi-sensory experiential marketing strategies, cookware brand Tramonita aimed to connect sound to taste.
With the help of agency JWT Brazil, by classifying songs based on temperature, density, texture and acidity, they created an algorithm that turns songs into recipes. See how they tied their brand into this delicious mix here.
Retail fatigue is real. People are sick of shopping. Many see going to the mall as more of a chore than a gratifying experience. Shoppers are skimming over clothes racks, while browsing online has become a mundane task. But there is an exception to the rule. When exposed to something new, like a limited-time pop-up shop or experiential retail environment, they are drawn in.
Pop-ups have been around for a while now. Brands have learned that a sense of exclusivity plus an experiential environment often equals dollar signs. Consumers want to be the first person to see a new product or try a limited-edition item. It makes them feel as unique as their shopping experience. This article in Forbes details why pop-ups are still a tried and true way to boost excitement and attract new customers.
Although tolerance and inclusivity should be a component in a brand’s marketing strategy all year long, Pride Month allows companies to show their support for the LGBT community in a meaningful way. But instead of rainbow-ifying a logo, campaigns that aim to connect and inspire the LGBT community are received most positively.
If you can’t find something that works for your brand, donating a portion of your proceeds to LGBT organizations can be a great way to show support. Check out the creative ways – and the not so creative ways – that brands are celebrating here.
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