The New Star Wars Trailer Has Arrived, and the Year-Long Wait Has Begun

What will the next Star Wars film look like, feel like and sound like? We've had no idea…until now.

The trailer for Star Wars Episode VII: The Force Awakens has finally arrived, and it's packed with enough old-school vehicles and sound effects to show that director J.J. Abrams isn't going to try reinventing the whole look of the saga.

So take a brief break from shopping, napping and leftover sandwich making to gather up the family and watch this titillating teaser:





Adweek : Advertising & Branding

Secret Productivity Tip That Transformed My Business

Productivity tipDo you have lot’s of ideas? Do you end up doing loads of things? Do you then burn out and wonder what has gone wrong?

Me too.

How great would it feel if we had a productivity tip that turned thoughts into actions and gave you clarity on why you were so busy?

You need two words to add to each idea, to each task in your busy working day…just two little words that transform a thought, a task into something that will drive value.

Ready for the two words? Ready for a simple productivity tip to bring more clarity and focus to what you do?

Just add “so that” to any sentence.

Those two little words are so powerful. Just 6 letters that add focus and act like a test to your thinking.

You see as an entrepreneur you have to work hard not being pulled from pillar to post, these two little words bring focus and clarity to everything you do. They also bring focus to those around you, too!

Give it a try…make an action list and add “so that” to the end of sentence….then write down the reason why you have to invest your precious time in doing that task.

It works for you. It works when you ask the team around you to think about what they are doing. It works when you struggle to understand the ‘why’ of your business, it works when you think about those two little words before writing on the social web.

Try it, let me know whether it works for you!

The Engaging Brand

4 Reasons You Suffer From Social Burnout

social media sharing

Being social is hard work; it means that you have to feel passionate about what you do, it means you have to want to connect with like minded people, it means wanting to give more than receive.

Humans are social beings. When it comes to sports team we can be passionate, when it comes to friends we want to talk to them, when it comes to family we want to give them love.

So why is being social so hard when you are working?

Too often we are working in a job than working towards a mission.

Too often we are connecting for the goal of connecting to further our career rather than for the love of connection to further the value we can create for others.

Too often we are judged on what we receive NOT what we give.

The truth is that we need to enjoy social media first and then track our performance to ensure it is working for the business. If we do this the opposite way round, the reader will feel it.

People engage with enjoyment, business makes money when you give enjoyment and then offer a way the customer can buy into that enjoyment.

So how do we find our human ‘socialness’ when in business?

It depends on whether you work for yourself or work for someone else.

When you are an entrepreneur you have to build a brand, build a company around your passions. These passions fuel your desire to share the goodness with the world.

When you work for others you must take responsibility to work for a brand that reflects your personal values. Work for a boss that reflects your personal values and helps you achieve them.

On paper they seem easy however life, bills and survival often get in the way!

It is important in these times to remember that ALL of us have to do some things that don’t sit as easily with us as others…..the question is whether these take up the majority of hours that you work.

It is not that as an entrepreneur we are free each day to do exactly what we want to do…it is just that we see these actions as stepping stones towards our mission. Our passion for the ultimate mission fuels our stamina to do them, to get them out of the way to do the things that make us tick.

If we are constantly doing them then we need to go back to why we started our business in the first place.

  • Have you strayed too far from the mission?
  • Have you dropped into working in the business not on the business?
  • Are you trying to control all the decisions rather than valuing the team around you?
  • Are you finding time to enjoy your passion rather than sell your passion…people buy the enjoyment not the sales pitch!

The Engaging Brand

24 Hours in Advertising: Thursday, Nov. 27, 2014


Happy Thanksgiving! Here's everything you need to know about the past 24 hours in advertising:

Buzzing on Adweek:

Australia saves the ducks
A political ad in Australia shows people being awesome by saving ducks, not hunting them, and has scored over 88 million YouTube views in 10 days. (Adweek)

The 'Camp Gyno' actress returns in a new kind of project
This time the Hello Flo star is featured in a dramatic ad for her real-life father's choose your own path book called Surviving Middle School. (Adweek)

Emmitt Smith brings autograph signing to Twitter
The legendary running partnered with Comcast Xfinity to host a #SignMyTweet promotion, in which 400 fans got their tweets printed and signed by Smith. (Adweek)

American Girl gives away 1,000 dolls a day
The doll company teamed up with the Children's Hospital Association and pledged to donate one doll for every doll purchased, capping it at 1,000 dolls a day. (Adweek)

Macy's runs Facebook video ads
The retail chain plans to reach shoppers that might have missed out on the televised Thanksgiving Day Parade by running video ads on Facebook. (Adweek)


Around the Web:

BlackBerry wants your iPhone
The company announced it will give people money if they trade in their brand new iPhone 6, or a handful of other recent models, for a BlackBerry Passport. (Mashable)

Twitter may team up with Justin Bieber
After Twitter's CFO accidentally tweeted a private message out earlier this week about buying an unnamed company some have speculated that the company is looking to strike a deal with Shots, a photo sharing app backed by Justin Bieber. (Fast Company)

Sony, Samsung and Michael Kors steal Black Friday
Social analytics numbers from Meltwater show Michael Kors has scored the top spot for most talked about brand globally leading up to Black Friday, followed by Samsung, Sony, Apple and Panasonic. (The Drum)

The $ 5 'doorbuster' from Kohl's
The Kohl's marketing team spent the past year searching high and low to find the deals that get shoppers into stores on Black Friday and found that a $ 5 toaster might just be the key. (The Wall Street Journal)

Sony owes customers a refund
Sony must give anyone who bought a PlayStation Vita before June 1, 2012 a $ 25 refund or a $ 50 merchandise voucher after the Federal Trade Commission decided the company's 2011-2012 ad campaign for the console was deceptive. (Federal Trade Commission)

Words of wisdom from Target's CMO
A year after Target was hit by a massive data breach, the company's CMO Jeff Jones discusses how the brand managed to bounce back after racking up over 150 billion negative impressions. (Forbes)

Tips for Apple's iAd programmatic push
Some argue Apple was a little late to the game announcing it would jump into the programmatic space and question whether or not the company will be able to do anything new or distinguishable. (Ad Exchanger)

Netflix sues Yahoo CIO
The company has sued a former exec, currently the CIO at Yahoo, for  allegedly accepting kickbacks  totaling over $ 400,000. (Re/code)

Oreo ads banned
A number of new Oreo ads featuring some British YouTube stars have been banned for not explicitly telling people that the ads were in fact ads. (The Guardian)

People spend less time on Facebook
Reports note that users in both the U.K. and the U.S. said they spent less time on Facebook, with 45 percent of people surveyed saying the site isn't as intriguing as it used to be. (The Drum)


Industry Shake-Ups:

The Martin Agency takes Sabra
Weeks after Kraft shifted Cool Whip away from The Martin Agency, the Interpublic Group agency has been awarded a new account, Sabra Dipping Co. (Adweek)





Adweek : Advertising & Branding

innovation catch-22

"Brainstorm" cartoon
Organizations often give mixed signals with innovation. There is a constant drumbeat to come up with the new ideas that will take a business forward. Yet, there is also resistance to change and pressure to maintain the status quo. It’s an innovation catch-22.

A few years ago, I attended an innovation brainstorm that rented out a room full of beanbag chairs to illustrate how unencumbered everyone should feel in coming up with ideas. Yet, to kick off the day, an executive stepped up to a podium to lecture about everything that was off the table, which turned out to be everything. It felt like a wet blanket, and created a disorienting message that we should be innovative, but not too innovative.

Beanbag chairs and squishy brainstorming toys aren’t enough to create a culture of innovation. We need to apply just as much creativity to what happens after the brainstorm as in the brainstorm itself.

(Marketoonist Monday: I’m giving away a signed print of this week’s cartoon. Just share an insightful comment to this week’s post by 5:00 PST on Monday. Thanks!)

Here’s another cartoon that I drew on this theme in 2011.


Tom Fishburne: Marketoonist

10 Traits of Brands Built to Make You Smile

What sets great companies apart? What brings clarity to a brand?

Of course knowing who you are, knowing why you exist and consistently delivering on those promises all help BUT there is one aspect often neglected by businesses and entrepreneurs alike..

And it is this…

Business Goals

 

Brands often forget this yet it is critical for both you and your consumer.

Why?

Because we are judged by what we do AND by what we won’t do….

Think about the brands you most admire….they stand for something and against something. They don’t take the easy option, they take the option that reflects their brand values.

  1. They don’t buy it cheaper to make more money; they buy what will add the right value.
  2. They don’t chase sales to make more money; they chase value that customers will love and want to buy more of…
  3. They don’t hide behind excuses; they make it happen.
  4. They don’t have to write and present their values at management meetings; they live them everyday.
  5. They don’t take cost out, they build value in.
  6. They don’t worry about the external competition; they compete against what they have already done.
  7. They don’t spend money on convincing people to buy; they invest their money in their products, service and experiences that convince people to buy.
  8. They don’t hire people; they choose the right talent.
  9. They don’t stand back; they pick a fight against a wrong.
  10. They don’t champion their brand; they champion a cause.

When you build a brand, you don’t just create a logo….you create a way of doing business, a way of business doing something unexpected for the world.

When you know what you stand for AND what you stand against…then…and only then….can people choose to stand with you.

 

 

The Engaging Brand

Are you social sharing to your best advantage?

Social-SharingIf your company is involved in social media, one of the elements you worry about is if you’re sharing in the best way. You want to maximize your company’s exposure but choosing the best social networks, the best way to communicate and even the best time of day.

Your blog content:

If you aren’t using your corporate blog to fuel your social media strategy, you are almost certainly not as effective and efficient as you could be.

If you are sharing great content on social networks that doesn’t exist on your blog or content hub, you are missing out on a huge SEO opportunity. If your content is on your blog, it will generate links and social indicators (likes, shares, +1s, etc.) that will benefit your website’s domain.

Blog content is permanent – social content is not. Let’s say that you posted a great tax tip on Facebook that received hundreds of Likes. When tax time comes around next year, that post will be long gone. However, if you post the tax tip on your blog, you can re-share it year after year. In addition, the tip will be indexed by the search engines and will likely drive search traffic as well.

Social sharing:

How you share content influences the your audience’s reactions. Here are some suggested copy do’s and don’ts as you compose your next update.

  • 11-15 words is the sweet spot for Twitter (about 100 characters), and you’re safe to use up to 25. Go any shorter, and your message will likely lack enough information to draw people in.  But you want to leave enough “open real estate” so you your audience can re-tweet or comment.
  • LinkedIn postings should aim for 16-25 words, but you are safe to go shorter if necessary.
  • Messages on Twitter and LinkedIn receive significantly more clicks if they use a hash tag.
  • Using a number (i.e. 4 smart ways to work with your attorney) generate  more clicks on Twitter.

Social timing:

It’s not just what you say, but when you say it.  Timing your social sharing matters.

  • Want to get some social love on LinkedIn? Be sure to share your content on Sundays, which delivers more clicks that any other day of the week.
  • Fridays yield more clicks on Twitter than any other day of the week.
  • Facebook content does well around lunchtime and later in the afternoon. This is because many people get on Facebook during lunch and towards the end of the workday.
  • Schedule tweets between 10am and 2pm. Many people check their Twitter stream after they settle into the office, but they are less likely to check it once they start wrapping up for the day.  There’s another spike of activity in the evening, when everyone checks back into their social networks.
  • Twitter and LinkedIn content are both more likely to be consumed during the top and middle of the hour. This is likely due to the reader’s need to check their feeds in between meetings.
  • Again – keep in mind that these are good rules of thumb, but your industry, audience and experiences may vary. The key is to actually look at your analytics and identify the patterns so you can be as effective as possible in your own social sharing strategy.

The post Are you social sharing to your best advantage? appeared first on Drew's Marketing Minute.


Drew’s Marketing Minute

24 Hours in Advertising: Wednesday, Nov. 26, 2014


Here's everything you need to know about the last 24 hours in advertising, in case you blinked.

Buzzing on Adweek:

Totino's Pizza gets weird, again
The company made its latest bizarre marketing move, taking 50 "unusable" stock photos from a BuzzFeed post and transforming them into something new. (Adweek)

Twitter launches a service for brands
The new feature, Twitter Offers, lets brands tweet out deals that followers and other Twitter users can claim. It comes complete with a "get offer" button. (Adweek)

The Potty-Mouth Princess Posse is back
A group of young girls star in the second installment of FCKH8's F-Bombs for Feminism videos, with this spot focusing on domestic violence. (Adweek)

Budweiser reins in Clydesdale rumors
After reports that the iconic horses would be stamped out of Budweiser's upcoming Super Bowl ad, the company said it will in fact feature the Clydesdales despite rumors. (Adweek)


Around the Web:

Virgin hotels cut down on extra fees
The new hotel company in Chicago plans to win over customers by not charging extra for things like high-speed WiFi and last-minute cancelations. (The New York Times)

Sony backs out of World Cup sponsorship
Sony followed the lead of Emirates Airline after reports of the corrupt nature of the World Cup's bidding process and announced it would no longer sponsor the tournament. (The Wall Street Journal)

Twitter's CFO doesn't understand direct messaging
The company's CFO accidentally tweeted a comment that was allegedly meant to be sent as a direct message, mentioning a plan to buy another company. (Bloomberg)

Coca-Cola joins the milk business
Coke announced it will release its very own brand of milk in the U.S. called Fairlife. (The Telegraph)

Bill Cosby drops in most-trusted celebrity rankings
Once the third most-trusted celebrity, according to Omnicom Group's The Marketing Arm, Bill Cosby has fallen to number 2,615 amid assault accusations. (The Wall Street Journal)

Disney's Frozen beats out Barbie
Twenty percent of parents surveyed said they would buy Frozen merchandise for their kids this holiday season, while 16.8 percent said they would buy Barbie dolls. (National Retail Federation)

The rise of Spotify
The music streaming service may be on its way to doing $ 1 million in revenue this year, thanks to its 12.5 million paying customers. (Re/code)

Apple hits $ 700 billion
Apple's market cap hit $ 700 billion on Tuesday, making the tech giant the first company to reach this mark without adjusting for inflation. (CNBC)

Tumblr's new ad format
The social media network rolled out a new ad unit called Tumblr Sponsored Apps, which will only be available for mobile. (Tech Crunch)

Burberry pushes for programmatic
The fashion brand teamed up with Yahoo and Dentsu Aegis for its latest online campaign to get more of the ads online programmatically. (The Drum)


Industry Shake-Ups:

Sid Lee opens L.A. office
The ad agency will move into an L.A. location where Movember Foundation, a charity organization that Sid Lee does pro bono work for, is headquartered. (Media Post)

AOL gets a new CMO
Allie Kline, former CMO of AOL Platforms, was promoted to CMO and will be in charge of handling the company's video and programmatic platforms among other duties. (AOL Platforms)

Cheil Worldwide invests in Iris
The South Korea-based advertising company has invested in Iris, a firm focused on retail marketing, adding to a longer list of regional investments. (Adweek)

CarMax has a new lead agency
McKinney will take over as the new lead for CarMax, succeeding Silver + Partners. (Adweek)





Adweek : Advertising & Branding

Are you feeling a little stressed?

The word Everything on a To-Do list on a dry erase board to remiFeeling a little stressed? As we head into Thanksgiving week, for many of us it signals the beginning of the last frenzied six weeks of the year.

Stress is a natural part of life — but as a culture, we’ve upped the ante and are entering an era of super stress. The consequences of that super stress are showing up in every aspect of daily life and come with incredible costs as we wrestle with the consequences.

Here’s the reality — it’s not going to be getting better any time soon. The causes of this heightened level of stress are here to stay and believe it or not, in some cases — it’s just going to get worse. The country’s economy, a tough job market, and the rising cost of living are the top three stressors cited in a recent survey.

These challenges are not going to be resolved in the foreseeable future, which means their influence will continue.

Another reason we’re a little stressed is because we choose constant connectivity. Our always-on world just keeps getting faster. We’ve explored how the workday is no longer 9-5 but really it’s become 24/7. And it’s not just work.

Our constant hunger for being in the know means there’s always one more video to watch, one more post to read, one more Facebook update to post and one more news story to pass on. We never unplug which also means we have no down time to unwind.

Even the things we love — like having lots of choices, living in urbanized areas, and our Western lifestyle all contribute to why we feel stressed out all the time.

The marketing insight that comes from all of that is — if we are feeling the stress, so do our customers. What should we do with that?

Point out the stress-reducing aspects: If what you sell can make life easier for your customers, be sure they see that attribute. Help them see how your product or service helps them unplug, unwind or unload some of that stress.

Make working with you easier/less stressful: This goes way beyond just having convenient hours or an easy return policy. This is about really walking through your buying process and eliminating as many of the challenges and difficulties as you can. Be sure you let your prospects know that you have made it simple to do business with you.

Simplify the choices: All too often, marketers believe they should offer as many choices as possible. The reality – too many choices equates to stress. Maybe it’s time to look at your offerings. Do you have too many choices? Are the distinctions between the choices clear? Is there something you could do to reduce the number of choices without compromising your prospect’s ability to choose?

Mix in some fun and surprises: People need to find ways to have some fun in this stressful world. But everyone has less leisure time (remember – 24/7 connectivity), which means the fun needs to come to them, right in the middle of the stress. What could you do that would be completely unexpected and add an element of joy or delight to your prospect’s or customer’s day?

The benefits of helping your customers’ de-stress goes far beyond their mental health. It will make interacting with them easier – which your employees will love and if you truly can reduce stress levels – the loyalty that will breed will drop right to your company’s bottom line.

And there’s no better stress reducer than that!

The post Are you feeling a little stressed? appeared first on Drew's Marketing Minute.


Drew’s Marketing Minute

24 Hours in Advertising: Tuesday, Nov. 25, 2014


Here's everything you need to know about the last 24 hours in advertising, in case you blinked.

Buzzing on Adweek:

Happy holidays from Dick's Sporting Goods
The company's latest spot tells a heartwarming story of a father who buys his daughter a basketball hoop one Christmas and watches as she grows up, always coming back to the hoop. (Adweek)

Black Friday is overrated, and here's why
Experts say Black Friday was never the best economic barometer. And as the hyped-up shopping holiday stretches across multiple days and more consumers snag deals online, it's losing even more significance. (Adweek)

MLB and NBA revisit marketing strategies
Both organizations are in the midst of searching for a new agency to take over their marketing and are getting close to making final decisions. (Adweek)

Media agencies should be more like movie producers
Greg Castronuovo, president of OMD West, suggests today's agencies need to think more like movie producers, bringing together and managing all the people that tell a brand's story. (Adweek)

National Car Rental taps Patrick Warburton
For its latest campaign the rental company featured actor Patrick Warburton as a customer who likes things, especially his car rentals, to be organized and under his control. (Adweek)


Around the Web:

Katy Perry takes on the Super Bowl
The pop star, with the help of Pepsi, announced she will perform the halftime show for the Super Bowl in February. (NFL)

Ad execs prefer LinkedIn
According to a survey conducted by the Association of National Advertisers, ad execs are more connected with friends and colleagues through LinkedIn, not Facebook. (Media Post)

Dumb Ways to Die makes a game
What was once just an extremely effective PSA alerting people in Australia to pay attention around trains has now expanded to a game, Dumb Ways to Die 2: The Games. (Mashable)

Playstation pulls sexist ad
The spot for the PS4's Remote Play feature got pulled quickly, perhaps for being a bit too sexual. (The Verge)

How Lionsgate promotes The Hunger Games
The studio's small marketing team put together promotional material for the third Hunger Games movie on a tight budget by pushing video on YouTube and enlisting the company's CMO to shoot celebrity promotional photos. (The New York Times)

Grenoble bans outdoor commercial ads
The French city announced it will take down all of its outdoor ads and replace them with trees. (The Telegraph)

Budweiser's youth sales slump
About 44 percent of young drinkers ages 21 to 27 have never tasted Budweiser, so the company plans to direct the majority of its future advertisements and promotions at a younger demographic. (The Wall Street Journal)

Dark social accounts take over the Web
RadiumOne estimates roughly 74 percent of all online sharing in the UK now comes from dark social, or links that are opened from emails or instant messages and cannot be tracked or measured. (The Drum)

Apple partners with (RED)
Apple teamed up with the charity and 25 top app markers for a two-week holiday campaign that will feature customized (RED) apps. Look for Angry Birds and Kim Kardashian: Hollywood, but with a (RED) spin. (USA Today)

Barnes & Noble gives books an edge
In order to stand out to shoppers during the holiday season, the bookstore is working with high-profile authors and putting several thousand signed copies of their books on store shelves. (The New York Times)


Industry Shake-Ups:

Ogilvy names new CCO
The agency hired Paul Shearer as its new chief creative officer for the Middle East and North Africa. (The Drum)

S.C. Johnson shifting its accounts
A recent report suggests S.C. Johnson has been moving a handful of its accounts away from Ogilvy Chicago to BBDO. (Agency Spy)





Adweek : Advertising & Branding

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