Business conditions under COVID-19 continue to evolve rapidly. With more attention focused on business continuity, it’s easy to forget about internal communications. While employees, partners and customers understand you won’t have all the answers, it’s important to show you’re thinking about them.
The new twist in today’s environment, compared with previous crises, was the rapid transition to WFH for most workers. Your organisation’s stakeholders are isolated, distracted and stressed.READ MORE
This situation will test many companies’ cultures, missions and values as employees lose the kinetic energy the physical office generates. Employers need to provide immediate, frequent and ongoing communications from leadership, and the existing content distribution strategy deserves re-examination as stand-ups and company meetings get cancelled and email volume increases.
As we move from the immediate shock of our current situation, consider communications in the longer-term period of isolation and the eventual return to a new normal. Each chapter of this story needs a fresh approach.
Here are steps to consider as the story evolves:
J.W. Marriott said, “If you take care of your employees, they will take care of your customers and your business will take care of itself.” The hospitality legend knew who had the biggest impact on his organisation – the people on the front lines.
In this difficult situation, take some time out of your day to care for them.
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Todd is a senior vice president at Allison+Partners, where he leads a team of integrated marketers and brings together multi-disciplinary campaign elements to create compelling programs for clients.
By Brent Diggins
Prepare now for a strong post-pandemic marketing and communications strategy.
In this tumultuous time, we can agree on two things; there are knowns, and there are unknowns.
In both the pandemic itself and in a post-pandemic business world, unknowns cause panic and anxiety. While the best and brightest minds in medicine throughout the world will solve the healthcare challenge, the best and brightest minds in marketing should work to solve the marketing challenge.READ MORE
The questions loom large: Will my funnel dry up? How will customers react? Will we have to reduce spend now and increase it later? What are my quickest times to impact? How can I accelerate deals? How is my brand or company going to rise above the noise? What are my competitors doing?
The questions are endless, but they don't have to remain unanswered. At this time, marketers and communicators should immediately rely on research, insights and optimisation to fuel a strong post-pandemic marketing and communications strategy.
Here are four easy-to-implement, quick-to-conclusion steps marketers can take to formulate a winning post-pandemic plan in what will likely be a hyper-competitive marketplace:
Run a quick marketing mix model (MMM), including time lag, to optimise spend. Once a costly, long-to-insight function, MMM can now produce results in days or weeks. If you haven't run an MMM exercise in a while or never, now is the time. They allow you to discover the channels that produce the most impact so you can allocate funds properly. Brands that know which channels move the needle and move it the quickest will win.
Survey your customers. The pandemic may have permanently or temporarily changed how your customers see your business. Now is the time to learn how they think about your brand, how their purchasing mood may have changed and other insights that can help you formulate a post-pandemic strategy.
Post-pandemic messaging, content and creative testing. Your customer's attitude about your brand, and its place in the world, could very well change in a post-pandemic world. Based on informed insights like customer surveys, you may have to change messaging, content and creative to meet how your customers now think about your industry, brand or product.
Are you going to do it in a bubble? If not, you need to implement testing to ensure you don't miss the mark. Some brands will miss it hard. Don't be one of them.
Improve your industry and competitor insights. Your competitors are up to something and your industry may change, possibly forever. Marketers or communicators that don't monitor their industry and competitors in multiple channels are likely doing their entire organisation a disservice, at best.
A post-pandemic world may be the same, or it may be different. You can't assume either. Therefore, the brands that invest in research, insights and optimisation today will be the ones that accelerate the fastest in a post-pandemic world.
Brent Diggins is managing director of measurement and analytics and can be reached at firstname.lastname@example.org.
By Scott Pansky
Sometimes it takes a crisis to bring people together. I can’t think of one bigger than COVID-19. It impacts everyone, whether you represent a company, cause or university. We have not seen anything like this in a century, and its effect on the economy is staggering.
Yet, brands continue to step up. They donate cash and supplies to numerous organisations, such as The Trussell Trust and Shelter , as well as to their local food banks and support networks. We have even seen brands change their business models, like Dyson, which is now pivoting to make ventilators.
However, many companies are unable to help. They need to help themselves. They need ways to reach their customers when the media is focused on the current news. They need to reach their employees, many of whom are working from home for the first time. They need new ways to keep their teams engaged and motivated.
Charity partnerships can help make a difference. These cause-related relationships are more than transactional – they are about making an authentic difference, positively impacting both consumers and donors. Here are ways that charities can help support a company:
Indirect access to donors and volunteers – Charities have strong and loyal donors and volunteer databases of individuals who support them. Newsletters and emails can be tapped to recognise a company and share its news as a partner.
Webinars, online content, events and conference calls - Charities are using new ways to communicate and reach their supporters. Whether through Zoom and Skype or social media channels, this is an opportunity for brands to provide thought leadership, guidance and support.
Employee engagement – Companies can build partnership with many different types of charities, whether in the arts, youth activities, health and wellness, etc. Most causes have employee engagement programmes. Traditional walks, runs, golf tournaments and raffles are on hold. However, charities can still host virtual events, post video content and provide tips for exercise, mental health and online projects.
Volunteer projects – Employees can still volunteer their time, even if they do so from home. Companies can work with charity partners to create a call to action, empower team members to make a difference… whether that is through a fundraising campaign, sending get well cards to social care homes and youth organisations, or donating gift cards. Brainstorm fun, easy-to-implement things.
Influencer relations – Don’t forget the power of influencers. Many charities, like brands, have celebrity and social influencers who support their causes. They can create campaigns that offer followers and donors positive tips, activities or a fundraising call to action during this critical time. Through a past A+P whitepaper, Powerful Connections, we found those who followed influencers authentically linked to a brand would either donate or volunteer at a much higher rate (33%) than direct mail.
Remember, your charities are your partners – they are here for you in times of duress just as your companies are there for them!
Scott is a co-founder of the agency and leads Allison+Partners’ Social Impact group. Scott has extensive experience providing communications and crisis counsel to nonprofit organizations and developing board + ambassador training programs.
Supermarket shelves have been in the news a lot lately. They’ve become the star of countless COVID-19 headlines for good reason. They’re a source of comfort and relief as consumers stock their cupboards and fridges with their favourite foods and drinks to prepare for self-isolation and quarantines. They’re also a source of stress and anxiety when found empty, in disarray and out of fan-favourites or other essentials.
As a result, the brands and companies behind the products on shelf are in a paramount position. They have a unique and fleeting opportunity to connect with consumers in a way that helps settle and bring them comfort – something much needed during a time when there are more questions than answers.
As brands take advantage of this opportunity to connect with consumers in a new way, it’s critical they tread lightly. There is heightened awareness about how to communicate – and there is a right and wrong way to do it. Following are a few guidelines for brands and communicators to consider as they decide how to engage with consumers during this time.
Food + beverage brands that have experienced a surge in sales as consumers stock their cupboards can use funds and resources to support those who struggle. Brands that can do their part to give back, must do so with no strings attached. Whether consciously or not, consumers want brands to step up, and being a good corporate citizen during this global pandemic will have a lasting impact on how consumers think about and support brands in the future.
Continue to Share Brand News, But Be Authentic.
As food + beverage brands rethink their social media tone and content strategy to respect sensitivities, many use these channels to highlight scheduled product launches and find ways to relay their messages in an appropriate manner that is careful, considerate and relevant in today’s challenging environment. Brands looking to introduce new products or SKUs can still do so by leaning into a tone focused on bringing more lightness and brightness to the world, while also responding more directly to the pandemic and acknowledging the current issues the public faces.
Encourage At-Home Brand Engagement.
There is a tremendous uptick in sharing creative food dishes families make at home due to widespread social distancing recommendations. This introduces opportunities for food and drink brands to source creative recipes that tap into ingredients many already have at home and can test, create and enjoy. Consider leveraging a network of friendly social influencers who still develop unique content for their channels to help co-create these recipes and push out widely. Or consider taking it a step further and use social listening to identify consumers using your product and send out surprise-and-delight mailers with product to deepen the relationship.
Consider leveraging social media to keep consumers up to date on product availability to combat disappointment at the shelf. Use this channel to share where and when product can be found. Or if possible, consider pivoting to direct-to-consumer product deliveries as needed, even if in a limited capacity.
While the COVID-19 situation evolves, consumers will continue to look to the brands they know and love to find comfort during a trying time. If done with a tone of empathy, humanity and understanding, brands can not only strengthen the bonds they have with current brand advocates, they can also connect with new consumers and make them customers for life.
If you'd like to sign up for our weekly COVID-19 updates, click here.
Cheryl Weissman brings 15 years of experience to Allison+Partners’ Consumer Brands practice and leads the agency’s food and beverage specialty. She is responsible for the strategic management of account teams within the category across the agency, supervising client activities, providing counsel and helping some of the world's leading food and beverage brands navigate the ever-changing world of public relations.
By Barbara Laidlaw
Businesses in the UK and around the world are implementing continuity plans that involve employees working remotely. Regardless of how well prepared your business is in making this transition, there are steps you can take to ensure that the day-to-day activities of your company remain as undisrupted as possible.
Set Clear Expectations and Engage Regularly.
Once the decision has been made to direct your employees to work remotely, increased and effective communication between managers and their employees will be critical to keeping your business running and your employees confident. Make sure to set clear expectations with your team on how you will work together remotely on projects. One way to immediately bolster your internal communications is to require more frequent check-ins. If an employee usually provides a daily report or in-person meeting with their manager, increasing that to two or even three touchpoints can keep everyone on track without adding undue stress to the system. Putting a premium on video conferencing or internal communications programs like Slack or Microsoft Teams is an effective way to make productive remote work more feasible.
Along with circulating business-specific communications materials, companies should also provide their employees with up-to-date information regarding COVID-19, gov.uk and WHO guidelines and company policies. This will improve internal processes because it ensures everyone has access to the same materials. This will also serve to reassure a remote workforce during uncertain times.
Assess Your Current Internal Communication Strategy.
Your leadership team will also need to make changes in how they perform their day-to-day tasks. During a situation like this, leadership teams may need to communicate with each other, their direct reports and all employees more frequently. This can be done through company-wide emails, conference calls, newsletters or other forms of mass communication. Whatever the platform is for this communication, making sure that employees do not feel like they are in the dark or at risk is key. Leaders should also be aware that this type of sudden change will often times not go smoothly. Some employees will require different accommodations than others, such as technical assistance or special schedules. Working with your employees to develop a work from home plan that actually works for them will reduce disruptions in your business operations.
Identify Key Metrics to Track for Success.
Leadership teams are already reviewing and updating crisis plans that address an employee, a member of the leadership team or their family members testing positive for COVID-19. This will require increased communication between members of the leadership team and key stakeholders. Ideally, the C-Suite has already reviewed and put in place business continuity plans should an executive fall ill and will be planning messaging for both internal and external stakeholders. Financial impact is no less a consideration during a pandemic than protecting a company’s most important asset – their employees.
In order to ensure success, the leadership team as well as employees will need unfettered access to the tools they use daily in an office setting, including access to all internal databases, customer delivery systems and Human Resources tracking programs. It may be necessary initially to check performance by a group or single employee on a more frequent basis to be able to assess issues before they become ongoing problems. Regular utilisation and performance check-ins must be maintained, and frequent customer and stakeholder check-ins will help measure productivity and ensure success.
There is still much we do not know about the extent of the spread of COVID-19, both in numbers and in timeline. The best practice any businesses’ leadership team can take is to ensure constant and clear communication from the top-down, create contingencies for identified risks and focus on maintaining as normal day-to-day as possible given the fluidity of this situation.
If you'd like to sign up for our weekly COVID-19 updates, click here.
Barbara Laidlaw brings 25 years of experience developing and running programmes that help companies prepare, protect, and defend their brand reputation through global and national events, recalls, litigation, data breaches, regulatory issues and labour disputes
As the sheer volume of data creation reaches unmanageable levels, the need for data skills has never been more crucial for businesses. Forrester calculates that between 60 to 73% of all data within an enterprise goes unused for analytics. In its ‘Dynamics of data science skills’ report, The Royal Society revealed demand for UK workers with specialist data skills has more than tripled over the last five years.READ MORE
And marketing departments are not immune to this problem. In fact, our latest piece of research found one of the largest obstacles for marketing departments to become more data-driven was the lack of in-house talent with the correct skill set. But with marketing teams’ spending on data and analytics topping the list of investment priorities, according to the Gartner CMO Spend Survey 2019-2020, how can these departments be sure they have the right people in place to actually use this technology to its full potential? Companies must match any investment in technology and data tools with people who have the necessary skills to get the most value from it.
Since marketers often traditionally do not come from a data science background, this can be tricky. But a combination of in-house training and external support can set them on the path to success.
Training the entire team
When investing in any data analytics tool, thorough and ongoing training on its capabilities is imperative. But using and understanding the role of data cannot be left up to one single individual: the entire team must train to get up to speed on the tools the organisation has invested in. The power of data analytics shines through in collaboration. Everyone needs to have at least a basic level of data literacy so they can understand the data they encounter day to day and how it ladders up to the bigger story.
If budget is an issue, one way around it is to identify an individual who is truly enthusiastic about data, effectively an evangelist, who can lead and educate the rest of the team. They can act as the point of call for any questions or difficulties their peers may encounter when getting to grips with new tools. Of course, it is important to reward this person for their contribution, whether that be financially or through company-wide recognition.
That said, companies cannot neglect the soft skills. Setting aside time to educate creatives on the data being collected and what it means will pay dividends when they need to interpret the data to come up with first-rate campaigns driven by insight rather than gut feel.
Attracting the right talent
When seeking the right skills from outside the organisation, many companies fail to hire the right talent because they don’t have a comprehensive understanding of the mix of technical skills and data expertise they need. As a result, they do not use analytics professionals and data scientists to their full potential, wasting their time on activities they are overqualified for.
To avoid this problem, companies need to take more effort when hiring new employees and give additional thought to exactly what skills the role requires. This step is critical and should not be rushed. A company needs to be clear about where and how it can benefit from analytics professionals and data scientists and then be explicit about how it defines success with potential candidates. The first step is to include required data skills in every job description. Secondly, during the interview process, they must thoroughly question candidates about their ability to use data directly linked to the company’s data objectives. This way, every new hire will serve to help cultivate a cohort of data experts, whose knowledge can percolate throughout the organisation and help boost their peers’ skills.
Leverage your partners
Unfortunately, it can take hefty investment in training new talent and acquiring tools to make any impact on improving data and analytics utilisation. When in a pinch, seeking a third party with the right experience can act as a quick and easy source of expertise to get your data analytics function off the ground. Laying the foundations for great insight and analytics is something our dedicated research and measurement teams do day in, day out.
Ultimately, unused data is a valuable untapped resource that organisations cannot fail to take advantage of. Yet without the right individuals in their midst to make sense of this information, businesses are at risk of pouring money down the drain when investing in cutting-edge data analytics technology. As the volume of data worth analysing multiplies every day, companies simply don’t have time to sit back and wait for a solution. Technology must work hand in hand with talent to ensure the best return on investment, whether it be in-house or through great agency-client collaboration.
To understand other ways your marketing team can get the most value from their data, check out our Turning Data into Marketing Gold research report or drop us an email at DataDetectives@allisonpr.com.
Lizzy Chesters is an Account Director in Allison+Partners' London Office.
By Jess Docherty
Europe is a thriving home to an array of different cultures, languages and economies, so knowing where and how to focus budgets and resources can be challenging. A one-size-fits-all approach won’t wash. From content localisation to product positioning, each market needs its own finely tuned strategy to successfully drive business performance.
We interviewed some of A+P’s key leaders, with a proven track record of growing companies to success in European markets, for their top tips to grow business in the region in 2020.
How do you grow a business in Europe?
Jill Coomber, Managing Director of Integrated Marketing, Europe
The key to great growth rests on data and insights. Really understanding the market, the key trends, the hotspots, where the ‘white space’ exists for your offer and insights into your specific audiences and their behaviours are all vital. You can ultimately see how much of a product or service you can sell into a particular geography, at what price point and with what messaging to which variation of your audience. Being able to focus and prioritise driven by this data and insight means you can scale rapidly, and drive ROI more efficiently.
Plan to scale as rapidly as you can build your team and infrastructure. Team experience is a vital component here. You can either recruit the talent who can bring this knowledge or hire agencies with the right skill sets.
Understand the power of local language. Working in a single language is often easy whilst focusing on the early adopter and innovator audiences but you reach a ceiling where language is a blocker. Translations and bringing in true localisation into play is an art rather than pure science. Again, experience plays a big part in getting this right: being able to regionalise and localise in an optimum way. Given so many products are in fact experiences nowadays getting omnichannel customer service in local language to resonate is also critical to growth.
How do you stay on top of the trends in Europe?
Heike Schubert, General Manager, Germany
My day starts with reading two newspapers every morning, I try my best to always have my eyes and ears open to daily news from politics to culture and sport. Don’t only live in your bubble, everything can spark innovation and ideas – stay curious and don’t just stick to communications or marketing news. I listen out for conversation everywhere, from the grocery store to new podcasts so I can get a rounded understanding of everything from what is driving our economy to what gets people talking.
In Europe, you have to be aware of cultural backgrounds and societal norms. Self-awareness is key to help you and your business interact with stakeholders in other markets. Take steps to identify your own patterns and understanding while building up your knowledge of other cultural backgrounds. What can seem like small differences in phrasing, meanings and expectations can cause unnecessary damage and confusion. It’s not always about changing how you do things, but it is always about understanding the actual needs and desires of the opposite party. In international communications a key misunderstanding is that you have to adapt or assimilate, but that’s not what helps you in business, it’s about being transparent, authentic without prejudice or judgement of the other party.
How do you start to build up a network for recruitment and new business in Europe?
Jim Selman, Partner, Managing Director, UK + Ireland
My biggest piece of advice is don’t try to switch on talent at short notice but build up a network of entrepreneurial people over time. Investing in your network and building trust in partners and talent allows you to have a surgical understanding of their capabilities, allowing you to work effectively in the region.
Focus on building trust and camaraderie, and as much as possible be there face to face to get to know their struggles and ambitions. Make sure your connections feel like friends and colleagues even if they aren’t directly part of your organisation, as this will ensure that when things heat up, your extended team will have your back.
I always remember the Scout Motto: Be Prepared. Even if you don’t need/cannot afford to invest in a particular skill set or service now, be prepared and build up a swiss army knife of options for when the need arises.
How important is it to stay connected to your brand values as you expand into new territories?
Cathy Planchard, Global President of Integrated Marketing
The value that we place on our company's core values is what differentiates us from other large and mid-sized agencies. These values stand the test of time and drive our approach to the business, the brands we align with, who we hire and how we think. It creates the guardrails for a healthy, productive and satisfying employer-employee relationship.
Keeping culture first is a high priority, but it is no easy feat. It requires a mindset and a commitment by hiring managers and leadership of all levels. We’ve joked that we have a ‘no jerk’ policy, but we mean it. It can be so easy to look at someone's experience or background and want to make a hire, but if their perspective of how they do the work, how they treat their team, and how they approach client service is not aligned with our organisation’s values, it will cause more long-term harm than good.
Every market has a unique perspective and backdrop. As an example, the media landscape is incredibly different in Europe than it is in the US, which impacts how we think about the available channels of communication. But the tenets of what makes for a great story are universal: emotional and rationale resonance and empathy for the audience.
Every European market has its own nuances, behaviours and preferences. Every business is different, but one thing is clear: careful preparation is key. Investing in research and insights, quality localisation, strategic talent and impactful storytelling will set you up for scalable success.
Jess Docherty is a senior digital account manager in Allison+Partners’ London office.
Are you using data effectively in your marketing and communications strategies? To accompany the launch of our new research report "Turning data into marketing gold", The Stream UK is back with an extra special bonus episode.
Andrew is joined in the London studio by Account Director Lizzy Chesters to discuss the results of our recent survey of UK and German marketing managers, as well as how and why data is so key to marketing strategies. If you're worried the data you have is going to waste, this is the episode for you.
Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.
By Andrew Rogers
A new year and a new decade have dawned. January is all about self-improvement, whether it’s exercising more, eating more healthily or focusing on mental well-being. All well and good, but what about improvement when it comes to our expertise as communication professionals? In our opinion, the new year is the perfect time to learn something new and level up your communication strategy.
One of the best ways to get easy-to-digest insight and analysis is through podcasts. Make the most of your morning commute or afternoon jog by learning something new. Here are the top six podcasts you should subscribe to in 2020:READ MORE
Anyone working in the field of marketing and communications is already no doubt aware of Marketing Week. But do you tune in to its regular podcast? Each week, Marketing Week’s award-winning editorial team discuss key topics and are joined by some of the most interesting guests across the industry.
Marketing Over Coffee
Get your weekly fix of marketing news and analysis from marketing experts John Wall and Christopher Penn. At 20 minutes in length, it’s the perfect podcast for learning something new while drinking your morning cup of joe.
Internet Marketing Podcast
Looking to get the most from your digital and search engine marketing? Listen to the UK’s most popular internet marketing podcast as their hosts share insider tips and practical advice you can bring to your campaigns.
The GaryVee Audio Experience
Hosted by Vayner Media CEO and public speaker Gary Vaynerchuk, this podcast includes interviews, discussions, keynote experiences and fireside chats. If you want the more personal touch with a mix of advice for entrepreneurs, this is the podcast for you.
Duct Tape Marketing
One from across The Pond, Duct Tape Marketing is hosted by U.S. small business marketing expert John Jantsch. With interviews from authors, experts and thought leaders, this is a great place to start for smaller businesses kicking off their marketing strategies in 2020.
The Stream UK
Get all the latest news and analysis from Allison+Partners in London with The Stream UK. We might be biased, but we think this is the best podcast on this list and a must listen in 2020. Not tuned in yet? You can catch up on all Season One below!
Andrew Rogers is an account director in Allison+Partners’ London office.
By Lizzy Chesters
Reflecting on 2019, a number of trends and new communications platforms emerged that will have a lasting impact on the future of the industry -- the colossal rise of TikTok, growing climate and sustainability concerns, and the proposed removal of the like count on Instagram, to name a few. But as we dust off our crystal ball, what can we expect to see in the PR and Marketing world throughout 2020?
Push the Podcast
We already see clients recognise the value of podcasts, with some taking the decision to record their own. And with around 7.1 million people in the UK now listening to podcasts each week, according to Ofcom figures, it’s unsurprising that brands want to take advantage of this popular channel.
Google has also recognised this trend. It has already started making podcasts easier to find on the search platform. The company will now surface individual podcast episodes in search results. So, if someone searches for a show about a particular subject, Google will show them potential podcast episodes that match their enquiry. This will only help fuel the popularity of podcasts as a marketing channel next year.
Video on a Wider Scale
In 2020, more organisations will incorporate video into their communication of news announcements. On the mainstream news websites, there is often video content at the top of the page, where the article sits underneath it. We know images have been important for a while. But until now, video has been somewhat neglected. However, the internet is the second most popular platform for news consumption, according to Ofcom, with 66% of UK adults saying they used it for news in 2019. So, it makes sense that businesses will create their own videos to complement their own news stories.
Influencers Get Corporate
Influencers have become an integral part of most consumer campaigns. But in 2020, we will likely see the use of influencers in the B2B space become far more prevalent. B2B influencers are useful for communicating messages on a more personal level and are particularly effective as part of LinkedIn campaigns to help amplify a brand’s messaging and content. They can also be used for endorsing research, attending company events, inviting company spokespeople to be a guest on their podcast, writing blogs for the corporate website or publishing an article for an outlet they regularly write for.
Advance Employee Advocacy
The idea of social purpose and communicating what brands care about has never been more important. In 2020, we will see more of a focus on how brands can use their employees to push that goal. Trust has become more of an issue for employees too. However, problems with company culture now get exposed by news outlets and on social media (take the recent Google protests as an example). To mitigate against staff expressing detrimental opinions on their social channels, brands need to plan to mitigate that through greater employee advocacy.
The Problem of Private Social Platforms
In 2019, brands realised the likes of Facebook, LinkedIn and Twitter are not the be-all and end-all of social media platforms. Young people spend less time publicly broadcasting their lives online and have moved to channels such as WhatsApp group chat to share experiences of a product or brand in smaller private spaces. The challenge: how can marketers measure this? To combat the problem, marketers will need to be smart about the KPIs they want to measure at the outset of a campaign.
More data than ever before will be created in 2020. But what is the point in having all this information if it cannot be used effectively? Over the next 12 months, we will see a more concerted effort by marketers to harness the power of data and greater investment in data analytics tools. Fortunately, new research from Allison+Partners - Turing Data into Marketing Gold - found 81% already invest in augmented or advanced analytics. This is in line with global trends. According to the Gartner CMO Spend Survey 2019-2020, data and analytics tops the priority list of investments for the future.
Coming up on the agenda are the Olympics in Japan, presidential elections, the next season of Love Island and more. And these key events are likely to play a key role in campaign planning. As we move through 2020, it will be fascinating to see if any of the aforementioned trends materialise or if any unexpected technologies or industry upsets emerge.
Lizzy Chesters is an account director in Allison+Partners' London office.
It's time to crack out the crystal ball and gaze into the future as we make our 2020 predictions. What can we expect from the year ahead in the worlds of PR, marketing and communications?
Andrew is joined in the London studio by Account Director Lizzy Chesters as they break down what's hot and what's not in marketing for a new year and a new decade. From trust in tech to personal branding, we have everything you need to get set for the new roaring '20s.
Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.
By Andrew Rogers
Have you noticed something a little different recently? Something about your last trip to the shops? Perhaps it’s something you’ve heard?
If you’ve been shopping this week, chances are you’ve heard the opening jingle bells of Mariah Carey’s All I Want For Christmas Is You while making your purchase. It’s the annual reminder that the Christmas season is now well underway.
However, for anyone looking to buy Christmas presents for their teenage children (or as we marketing people call them, Generation Z), there’s much more that they want for Christmas.
It’s not just parents though that need to understand what makes Generation Z tick this Christmas. It’s also all brands trying to reach a generation that’s more difficult to reach and less brand loyal than ever before.
So, while you deck the halls, here’s our quick guide for brands looking to make the yuletide bright with Generation Z.
Select brands with the right values
More than any other generation, Gen Z deeply care about the values that brands have. It’s not just enough to have the best product, it’s now vital to also have values that people want to be associated with. This extends to the online space, where brands that fall down can expect (perhaps rightly) to be called out on social media.
For parents (and brands) getting the right gift also means picking the right company behind the brand. It used to be that you just needed to select the brand that was cool. Now you also need to pick the brand that’s woke.
Don’t forget about the environment
Gen Z are increasingly dreaming of a Green Christmas. While other generations might see Christmas as a chance to splurge and over-indulge, younger generations believe that environmental responsibility needs to extend to every day of the year.
Brands should, therefore, avoid anything this Christmas that comes across as needlessly wasteful or unsustainable. Plastic toys in Christmas crackers are increasingly becoming a thing of the past. It’s about time.
Ownership is less important
It’s been true for a while that younger audiences value experiences over physical items. This is even truer when viewed through the frame of sustainability. Many younger shoppers don’t want throwaway presents and would rather opt for digital products, such as music subscriptions or video games. Similarly, experiences (particularly highly shareable ones) will continue to be a hot trend for Christmas shopping.
Brands still matter though
That all being said, most teenagers will still be putting specific brands on their Christmas lists. Having the ‘right’ brand is still a status symbol, particularly in a world where people feel the need to always share. Take for example the VSCO Girl craze. Named after the popular video editing app, the trend requires very specific brands. Fjällräven backpacks, anyone?
Parents and brands alike need to understand Gen Z if they want to get it right this Christmas. Either that or stick to the socks. You can never go wrong with socks.
Andrew Rogers is an account director in Allison+Partners’ London office.
By Gina Mossey
Successful ‘Big Ideas’ are composed of three fundamental elements – piercing insight, brand connection, and succinct expression. Without these, few integrated marketing campaigns can pierce through the barrage of noise around the festive quarter and be effective. We’ve selected three Christmas campaigns that have cultivated the ‘Big Idea’.
The Piercing Insight
When it comes to hosting over the festive season, we all have those little voices in the back of our heads that tell us our homes aren’t presentable enough. From the chipped mug, the crack in the wall to the living room without any personality, we all fear our homes are just not up to scratch.
The Brand Connection
IKEA believes every home is worthy of a festive gettogether, with a little imagination and some clever IKEA products. The Swedish furniture monolith has also tapped into a bigger cultural trend by using grime legend, MC D Double E.
The Succinct Expression
The Wonderful Everyday.
The Piercing Insight
Kids all over the world leave snacks out for Santa and his reindeer on Christmas Eve.
The Brand Connection
McDonald’s celebrates the magic of Christmas through the eyes of Ellie, an imaginative little girl, in an advert which illustrates scenes recognised by parents across the country. The fast-food giant also garners lots of PR with the promise of giving out free ‘Reindeer Treats’ to families on Christmas Eve.
The Succinct Expression
McDonald's is back with its 'Reindeer Ready' message – which gives it strong message penetration and allows the marketing team to spend more on the production and execution. Win win!
The Piercing Insight
M&S Food provides its customers award-winning quality and innovative food.
The Brand Connection
The delicious M&S Christmas range of food and colleagues are the stars of the show. The Christmas marketing campaign also drives earned media by including M&S Food celebrity panel members Paddy McGuiness and Emma Willis. The duo wanders through a festive market with more than 100 M&S customers and a real school choir from Wales that sings a rework of Fleetwood Mac’s Albatross, the iconic tune behind M&S' 'this is not just any' campaign. Now, where’s my nearest M&S Foodhall?
This is not just food; this is M&S Christmas food!
The winning formula for cultivating the ‘Big Idea’ sounds good, but sometimes the light bulb just doesn’t go off. Great ideas are usually the result of a combination of conversations, research, experience – and time. Allison+Partners has designed a ‘Big Ideas Lab’ to help brands connect with culture and creativity that sits in and outside of their organisations. For more information, get in touch with Jill Coomber at LondonOffice@allisonpr.com.
Gina Mossey is an account director in Allison+Partners' London office.
What does it mean for a PR or communications campaign to be award winning? And why should we care about awards at all? Thanks to an action packed awards season in the PR world, we've been able to see some amazing campaigns that have brought home the trophies in 2019.
Andrew is joined in the London studio by Account Director Stephanie Libous, part of the UK Dexcom team that recently won big at the PR Week Awards. They discuss some of their favourite campaigns to be recognised, as well as what it means for a campaign to be award winning today. If you're aiming for that trophy in 2020, you should give this a listen.
Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.
The Stream Podcast can be downloaded via Spotify and iTunes.
By Gina Mossey
Storytelling has been a key element of marketing since the industry’s inception. But as customers’ expectations of brand stories consistently evolve, the stakes keep getting higher for marketers.
After decades of being advertised to, modern consumers are more sceptical than ever. Gen Z in particular looks for their brands to have real purpose that gives them a reason to exist beyond making money. Nearly 60% said a brand’s association with a good cause is likely to spur a purchase.
Our recent trip to the PRWeek awards highlighted some fantastic examples of companies that think more laterally to find their purpose and the narrative around it: incredibly powerful stories that truly drive action. As the potential for brands to drive real change gets stronger, here are some pointers we’ve picked up along the way.READ MORE
Make sure the story is one shared company-wide
Those who will turn out to be the real drivers of your brand purpose are your exec team and your employees. Good causes are emotive. So, the more you can get a sense of the values your entire company strongly believes in, the more heart your narrative will have.
Surveys and focus groups can work wonders here. Including members of the C-suite at key points in the planning phase will mean they are several steps ahead and truly bought into the cause when it hits the airwaves across PESO channels. Workshops work really well in the early stages of bringing stakeholders together to tackle collaborative message development and creative campaign ideation.
All of this will ultimately give an engaging and consistent narrative that will spark connections with customers and make them want to adopt and share it as their own.
Answer the “why”
This question is more important than ever to answer in the early planning stages. Ask yourself why your brand supports this cause. Does it align with your brand mission and values? Not only that, but does it fit with the vision of your leadership team? Is there real potential for your company to make a difference? Do you have the resources to put behind this to make a measurable impact?
If the answer to any of these is “no”, more needs to be put in place to be able to truly drive the initiative forward. Taking a step back to ask yourselves the difficult questions here is invaluable. Don’t be afraid to take inspiration from those who do it well or speak to contacts in other markets to get an outsider’s perspective.
As an integrated agency with its DNA in earned, we practice what we preach by bringing in the earned media specialists when working with brand purpose. The story needs to be genuine and evocative for the customer, skills that PR professionals have honed for years by working with journalists to build stories that capture imaginations. If a story is powerful enough to captivate your earned media, it’ll be one that flies when it comes to driving action across paid, shared and owned channels.
Think long term
Brands that have great purpose are those that are in it for the long haul. Once you’ve taken the time to find your “white space” – where your company can really make a difference – take the time to think about active, measurable commitments you can make. With so many brands storytelling around purpose, customers are sceptical of “window dressing”. They want something tangible to prove your cause is something you care about and are committed to doing right. Shoot for a long-term initiative or partnership that can evolve over time over one-off charity gigs.
If this year’s awards season is anything to go by, stories around brand purpose are here to stay. Driving real change is a marathon, not a sprint. We can’t wait to see what both market leaders and startups alike manage to achieve in the next 12 months. To hear more musings, predictions, and trends around storytelling and purpose, check out this month’s edition of The Stream podcast here: http://bit.ly/2MOgkUm.
Gina Mossey is an account director in Allison+Partners’ London office.
By Emily Spicer
Last week, Allison+Partners hosted a training session in the UK on World Mental Health Day to help raise awareness for mental health issues. During the course led by the MHFA, it was shared that one in four people experience some form of mental health issue in the course of a year.
There is still a stigma associated with mental health, and those suffering are often victims of discrimination, which can lead people to hide their difficulties. This is explored in more detail by the Mental Health Foundation who have said that 38% of Brits fear revealing a mental health problem at work would jeopardise their career. The only effective way of helping break the stigma is by building awareness for the issue and encouraging them to seek support. And the first place this starts is in the workplace. Work is where we tend to spend most of our time, and our colleagues are the people we tend to see the most and who are likely to become our close friends. It makes sense that work should then also be the place where we feel safest.
Programmes that workREAD MORE
There are many different things that can help with mental wellbeing at work. For example, Supermarket chain Iceland highlights the importance of enjoying a good work-life balance. The retailer looks after employees by providing mental health support for those suffering from work-related stress and offers an Occupational Health Service to provide employees with a fast diagnosis and speedy referrals for treatment.
Barclays encourages staff to tell their own stories through its “This Is Me” campaign, in order to break the culture of silence. They’ve also signed up for “Time to Change,” to support employees facing challenges and normalise mental health issues.
At Allison+Partners, we offer support and resources through platforms like our Employee Assistance Programme, which offers a variation of advice through the confidential free helpline and referrals to mental health specialists who can help with bereavement, financial issues, legal rights, housing, wellbeing, etc. They also have a great app that provides useful articles and discussion pages on a wide range of mental health topics.
Our life insurance provider offers us two confidential helplines, legal issues, and bereavement, but they also offer us four free counselling sessions that can be face-to-face with a professional counsellor. This is a great resource, as professional guidance can be the best tool for recovery but is often one that could cost the individual a lot of money or it can take time to get a referral through the NHS. The sessions are very quick and straightforward to organise, and entirely confidential.
There are so many great resources out there that employees and employers can access. The NHS recently launched its ‘Every Mind Matters’ campaign, which has a short quiz to help you better understand your own mental wellbeing. Other helpful workplace resources include Mind, Mental Health First Aid England, Mental Health At Work and Cruse.
Emily Spicer is an HR advisor in Allison+Partners’ London office.
By Sarah Johns
A strong strategy to build executive visibility starts with a good understanding of the current turbulent state of the communications industry.
As PR professionals, we know how fast our industry changes. In early September, Marie Claire UK announced its decision to cease print publication. It joined a growing club now operating solely online, including NME and Now. But that’s not the full picture, of course. In the B2B market, we’ve seen Incisive Media close IT magazine V3.co.uk, while the commercial finance publication Bridging and Commercial launched in print. And that’s all happened within the span of a year!
In short, PR professionals must be ready for anything, and so do our execs. So, based on the current media landscape, what’s the best course of action?
Decide how you will be successful
It may seem obvious, but before embarking on building executive visibility you should re-visit your company strategy, short- and long-term goals, and the audience you want to target. Update your list of top and tier-one media and identify opportunities in the press that best allows you to build visibility in the right places. Achieving a full page of coverage in a national business supplement won’t be easy, especially if you’re not from a FTSE company. But your C-Suite will still expect you to aim high.
Prepare the executive
Involve the executive from the start. If they haven’t had much previous experience with the press, it’s vital to get them media trained. Be clear on what you need from them and what they need from you, be it a list of topics they would never want to comment on or access to their calendar to arrange a media briefing at the drop of a hat. Let your executive know they can trust you not to put them forward for opportunities that aren’t quite the right fit for them or aren’t the right audience for their message and be clear about what the right ones would look like. This helps avoid wasting time on the wrong opportunities and maximises time on the right ones.
Foster a thought leader
Encourage your spokesperson to build a voice of their own first on owned channels. Whether it’s having them write a blog post once a month or ensuring they regularly post on their LinkedIn profile, having your exec develop content will put your team in a better position to sell them to media. Blogs can be repurposed and placed as bylines, videos of the executive speaking at a company event can be used to pitch the exec for a seat on a roundtable and comments on news articles can be material for an issues hijack.
Be clear on what not to do
Bear in mind that to get the best traction, executive content should be unique but on-brand. Remember that saying the same thing as everyone else isn’t going to grab headlines but being too provocative can undermine credibility and land you in trouble. In today’s digital-first world, it only takes one tweet to ruin a reputation that took years to build.
Done right, building executive visibility can help develop great brand awareness, authority on topics your company wants to be known for and ultimately boost sales. However, executing it seamlessly requires a plan, preparation, and a story.
Sarah Johns is a senior account executive in Allison+Partners’ London office.
As Allison+Partners turns 18, we sat down with CEO and founder Scott Allison to discuss the evolution of our agency, our offerings and the way we leverage senior leadership for client accounts.
How has PR changed since the agency started in 2001?
Scott: The evolution has been dramatic. In 2001, there was a much heavier emphasis on just media relations, generating press releases, media pitching, and placement. Earned media was a key focus. The lanes were much tighter. Now I joke that all the lanes have been taken out of the pool – it’s a mosh-pit where best ideas win, and it doesn’t matter where they come from.
When we launched the business, there were a few things we wanted to differentiate in. One was how much we embraced media relations and earned media and continue to do so today. We took the view that every agency says they have great media contacts, but that’s not entirely true. We invested in setting up a separate media department, with folks who are heavily engaged in building those media relationships.
Do you see that the way we use senior leaders’ time has changed?
Scott: The idea of having a senior strategist on all accounts is a key differentiator for us. In this environment, you can’t get away with a cookie-cutter one-size-fits-all communications programme. It needs some real thought-provoking insight to be successful. And we’re seeing more and more that clients are seeing the value that senior leadership can bring to the table.
Is the way our clients behave driving this change and ultimately having a fundamental impact on these offerings?
Scott: It’s a very competitive world; our clients are under a lot of strain to deliver results. The CMO or the chief comms officer is being held accountable for delivering results and making a true measurable impact on the business. The communications function is now seen as so important, these people are reporting directly to the CEO and have tremendous access to the board. It’s a trend that’s absolutely going to keep continuing. Our clients are craving strategy, and they’re also craving navigation through a very tumultuous communications world. This goes hand in hand with having a counterpart on the agency side who is really smart, strategic and has deep industry experience.
Where do you see the services lie where we can offer the most value with our senior leadership team?
Scott: One of the areas we continue to thrive in, and an area I personally lead a lot of, is media training – consistently training senior executives to prepare them for media interviews. That’s since evolved into a presentation offering. Many of our clients are doing major TEDtalks or keynote speeches, and we spend a lot of time working with senior executives to help them to get their storytelling down.
Continuing on from that would be the strategic insight of messaging; how to build a story arc from early on and clearly putting down a communications roadmap.
Another area is internal comms. We launched a new product last year called Workplace. And we are already working with several clients in the U.S., helping them with their internal communication to position them as fantastic employers. That also goes in issues and crisis management that we also do a lot on.
So, we offer value on the strategic side at the forefront, prepping and getting clients engaged in moving forward. But you also have the reactive side. There could be a crisis or issues management piece and getting these two sides aligned can sometimes be a challenge.
In a recent pitch, we presented a strategy using an American football analogy, explaining that you need to build your offense and your defense. And if you get mired in issues management or a crisis, usually the proactive piece completely falls apart. But we talked about an approach where you have both an offense and a defense to make sure the proactive approach never stops no matter what.
So why is A+P best placed for providing these services over someone in a more traditional consulting role for instance?
Scott: Being grounded in communications and PR has always given us the opportunity to see different insights for a company. It was then a very natural progression to move into more integrated offerings. Since then, we have continued to expand and invest in the company.
We bought a film company; they are now doing world-class film production all around the world. We’ve built a research and analytics group from the ground up and invested heavily into those platforms. We’ve brought in creative talent; people that really understand content and are well-versed in the social media aspect. Then we have people who have come from the ad and planning world to ensure we have all the pieces of the puzzle available to our clients.
There is an incredibly rich diversity of experience within the agency. If you look at a lot of the hires we’ve made over the last two years, a number of them come from the advertising or research sector, which is vastly different from 18 years ago when we were looking at former journalists to form the backbone of the company.
We also see the global element being extremely important, having local talent all over the world in our 30 offices. We are increasingly going after big global brands. And what we find is once we start working with them and build a trusted relationship, we can grow into other markets. Underwriters Laboratory is a great example of this. We’ve worked with them for almost seven years, and they now work with 20 different offices throughout the A+P network.
Why should clients choose A+P overtaking these skills in-house?
Scott: Agencies are incredibly well-positioned because we can deliver this expertise in all the things we have invested in. We have a production company, animation studios in Thailand and a very sophisticated offering in San Francisco. But how do you replicate that in-house? Bringing in a freelance videographer is great, but you won’t be able to deliver what we can deliver. Taking these skills in-house you have a very myopic view. As an outside observer, we see ourselves as someone that has to give very candid, sometimes critical feedback that has to be heard at the highest levels.
This is a golden era for communications agencies.
Looking to the next 18 years, what can we expect?
Scott: 18 years can be a lifetime. The speed of change is being driven by technology as well as how the media landscape has collapsed in many ways and rebuilt itself in other ways. The impact of AI and data analytics and similar areas are going to advance at the speed of sound. It’s going to be difficult for some of the smaller agencies to keep up with this, so we have been investing back in the business to prepare us for these changes.
For us, we’ll continue to grow. We haven’t even scratched the surface yet. We represent some of the world’s best brands, but it will be up to us and our leadership team to not take our eye off the ball.
We need to focus on what got us here; hiring great people, empowering people to be entrepreneurial and grow their careers and keep an eye on the technology and investments to know what will truly be impactful.
Ellis Reid is a senior account director in Allison+Partners’ London office.
By Jim Selman
As we enter the 50th year of the PRCA here in the UK, we have been reminiscing with industry leaders about what PR was like back in the day and marvelling at how the sector has professionalised over the years. Based on the evolution of the industry, we all have come to expect that crisis preparedness is at the foundation of every reputation strategy. But that is not always the case.
It is common knowledge that a strong reputation can drive value and that a serious crisis can sometimes erase a business altogether. In addition, the prevalence of crises is increasing. According to the 2018 Deloitte Annual Crisis Survey, 80% of organisations worldwide reported having to mobilise their crisis management teams at least once in the previous two years.
Unexpectedly, another consulting firm found companies can actually come out stronger after a crisis. However, 41% of those companies that came out in a better place allocated budget to crisis management before the crisis hit – and 39% actually saw their revenues grow as a result. Preparedness works. The same survey showed by a margin of nearly 2-to-1, organisations with a response plan in place fared better than those who didn’t. More importantly, those who keep their crisis plans up to date and implement the lessons learned are four times more likely to come out on top.
Years ago, a huge amount of time was often spent drafting and redrafting crisis documents that when finally prepared, would need to be specially bound and carried with both arms using a safety belt to avoid severe back problems. Those huge static documents would then sit on a shelf decaying slowly and only made accessible to a small group of specially trained people. Then when the crisis arose, the team, contact information, and the response were all out of date.
So, what does preparedness look like?READ MORE
It needs to be collaborative, exhaustive and always on.
The Deloitte survey showed 21% of companies with board participation in the crisis management plan say the number of crises has declined over the last decade. Among companies without board involvement, only 2% believe this to be true. Senior leadership in any organisation must collaborate in the planning process and be as visible as possible during the crisis itself. As mentioned previously, a crisis is a crucial moment where trust can either be lost, mitigated or even increased depending on how those with the greatest responsibility act in front of their stakeholders. It is not good enough for communicators to have drafted and rehearsed, business leaders also need to feel a level of responsibility in the creation of their crisis response.
In EMEA, Deloitte also found almost 80% of respondents participate in crisis exercises with third parties, examine third parties’ crisis plans or both. Again, the outdated principle that only the communicators inside a client organisation should have visibility to and responsibility for their crisis plan is short-sighted and ineffective. Teams should collaborate both inside and out to plan and test their processes, not simply to ensure a joined-up approach (e.g. throughout the supply chain) but also to get a valuable external opinion.
Crises certainly aren’t a laughing matter. But sometimes there are a few wry smiles in the room when trying to wade through a scenario planning session, discussing every possible awful situation however obscure they may sound at the time. Crises have become more volatile as mass communication has evolved. These days, a relatively small issue can snowball into a massive ongoing nightmare within an hour. Therefore, regardless of what constitutes a “red light” crisis for an organisation, it is important to prepare for EVERYTHING.
Finally, it is important to be always on. This doesn’t mean walking around the office in a tin hat. But wise investment in people and technology allows organisations to regularly train, monitor and analyse to be best prepared. Crisis training is a team sport and should be conducted as such with senior leaders, communicators and other key stakeholders all practicing together.
Organisational strategy, processes, and responses should be kept in digital form and tested several times a year, so they can be easily adjusted and deployed. In a crisis, timing is everything. Training must push everyone involved to work efficiently and ensure monitoring services are up to scratch, always on and plugged into the response process. External monitoring work with human analysis is sometimes overlooked, but it may still be one of the most important tasks undertaken on behalf of an organisation.
The ever-increasing probability of a crisis means readiness is everything. The better prepared an organisation is to take on a crisis, the greater the opportunity is to not only protect its reputation but to rebuild the trust that puts the organisation in a better place.
Jim Selman is the UK MD in Allison+Partners’ London office.
Not playing around: What was new at Gamescom 2019
By: Andrew Rogers
If you’re looking for a visual example of just how big the games industry is, look no further than Gamescom. Held in Cologne, Germany, Gamescom is Europe’s biggest video games conference and convention. It’s rivalled only by E3 in Los Angeles and has drawn brands and fans from around the world since 2010.
Gamescom blends business and fun, with a specified “business area” and “entertainment area.” On one side is a relatively traditional looking B2B trade show, while the other side hosts more than 350,000 passionate fans who have come to try out the latest and greatest games and upcoming releases.
As the industry has evolved, so too has Gamescom. Having attended this year’s conference, here are the main trends we saw (in-between playing the latest Pokémon and Zelda games).
Big tech is now big gaming
Big and recognisable brands are everywhere you look at Gamescom. Nintendo, Microsoft and PlayStation all had massive stands, both in the business- and consumer-focused areas of the show. Square Enix also had a noticeably big presence for its upcoming Avengers and Final Fantasy games, as did EA for FIFA 20.
More surprising was the greatly increased muscle of brands traditionally not in the world of gaming. Facebook and Google in particular really upped their footprint – with Google even bringing its own three-story slide!
Of course, this is all in anticipation of both companies launching brand new gaming platforms. In Facebook’s case, it’s the launch of Oculus Quest, which shrinks down powerful VR into a headset with no wired connection. For Google, it’s the launch of cloud-based virtual console Stadia. Big tech is now also big gaming.
And it’s not just new hardware. Both Facebook and Google heavily pushed their streaming and publishing platforms, looking to attract more high profile and aspiring game streamers to their sites and take a bite out of current market leader Twitch.
Missing in action
There were some notable absences from the show too, including the aforementioned Twitch. While in previous years they’ve had stands that dominate the show, this year Twitch’s booth was quite limited. But with so many brands and fans clearly streaming live on Twitch of their own accord anyway, perhaps Twitch doesn’t need a booth to win Gamescom?
Activision and its associated brands, Candy Crush-maker King and World of Warcraft’s Blizzard were also noticeably quiet at the show this year, and world-leading Fortnite barely showed up at all.
We’re ramping up for a much bigger 2020
While 2019’s Gamescom felt big up close and personal, it’s going to seem quiet compared with next year. For all major companies, perhaps with the exception of Nintendo, 2019 is the end of the current console lifecycle. And while there are some big games coming out, market analysts have pointed to a pretty thin line up of blockbuster games this Christmas.
Next year will see the launch of the new PlayStation 5, Microsoft’s new Xbox codenamed Project Scarlett, and the full public release of Google Stadia. The next generation will bring far more power to consoles, allowing for bigger games and deeper experiences. PlayStation may well also update its PlayStation VR kit to maintain its strong position against Facebook’s Oculus.
Even more fans will descend on Cologne to get the latest controllers in their hands and try games that up until now have not been possible without incredibly expensive gaming PCs.
Live content is key
Though not necessarily new for 2019, this year’s Gamescom did underline the importance of generating live content at the show. Almost all the big stands had either a booth for live streaming, or a full stage with presenters broadcasted across Twitch (or similar platforms).
Gamescom is not just a trade show – it’s also a live event, and one where your live content and reveals must compete with other brand attendees. The best stands hosted live competitions, audience participation and even competitive esports matches. It’s no longer enough to just offer a game demo. Brands also need to find the right presenters, activities and run their own week-long, multilingual TV channel.
From B2B stand management and press briefings, to massive consumer stands and live content, Gamescom has always challenged brands to perfect their events communications. Part B2B trade show, part gaming fan convention, Gamescom shows just how intertwined the B2B and B2C worlds are when it comes to video games. And while 2019 was a great year, the next console generation will force brands to take their comms strategy to the next level in 2020.
Andrew Rogers is an account director in Allison+Partners’ London office.
By Jess Docherty
Allison Partners’ integrated marketing expert Paul Sears is spending six months in London to help expand our existing integrated capabilities in the region and foster deeper integration across the network. While he is here, I thought I’d pick his brain on integrated marketing and why it’s crucial for PR and marketing professionals to implement in their overall communications strategies.
How does Allison+Partners help clients with integrated marketing?
We prefer to approach all our client work from a holistic perspective. Starting with segmentation, targeting and positioning and the classical 4 P’s of marketing we all know and love (product, price, place, promotion). And asking, “Who is the customer, what do they need, and how do I create something (a product, a service, a campaign, a loyalty program) that fulfils that need?”
A truly integrated approach puts the customer in the centre of the room, then looks at how to position the brand or product to be truly helpful to them. Sometimes we’re helping clients develop and name new products, creating brand and product architecture systems, and working with the client to create new or optimise existing distribution channels. And of course, Promotion – the fourth P, that’s a huge part of what we do as an agency. As a full-service marketing communications agency, we spend a great deal of time creating campaigns to launch and sustain awareness, drive consideration and purchase, and create consumer advocacy and referral. Integrated marketing requires a customer-centric approach and several different disciplines working together.
Why is taking an integrated approach important?
Today’s clients face constant pressure to do more with less. It’s incredibly difficult to manage a diverse roster of agencies. CMO’s need a strong strategic partner that can answer the big questions about what the firm should make and do, and be truly 360-degree in its go-to-market approach. With more than 80 folks globally working on cross-functional marketing, our clients get access to consultative brand and product marketing, as well as campaign execution. We’re able to have a single point of contact that understands the client’s business goals and the needs of the customer, as well as every channel we’re activating in.
A basic breakdown of approach:Research and insight
What keeps you inspired?
The most important thing for me is continuous learning and development. I feel like I don’t know what I don’t know. I love doing research projects in entirely new categories, I try to get one or two new academic certifications each year, I stay connected with my professional network, and I read up on thought leadership as much as I can. I think it’s really fun seeing creativity coming to life in innovative tech-driven campaigns like “The Whopper Detour” or bold cultural stances like “Nike’s Dream Crazy.”
Jess Docherty is a digital account manager in Allison+Partners’ London office.
By Lizzy Chesters
The trade show world can be a daunting one. The variety and sheer number of events make it difficult to decide which are the best to attend. So, what can be done from a public relations perspective to make attending truly worth the spend and help fuel the all-important sales funnel?
Here are the top 10 things to bear in mind.READ MORE
Lizzy Chesters is a senior account manager in Allison+Partners’ London office.
There are a staggering 1.3 million business events of all shapes and sizes held each year in the UK, so it's no wonder the exhibition and trade show sector is worth a massive £19.2bn to the UK economy. But with a generally high cost of entry, companies want to ensure that they make a splash at trade shows they attend and stand out in their industry. So what are the best ways to grab attention, and how can and should trade show activity go beyond the traditional press briefings?
Andrew Rogers is joined in the London studio by Senior Account Manager Lizzy Chesters to give a step-by-step guide on the dos and don'ts of trade shows, including the best ways to interact with the press and how to make sure your brand stands out amongst all the noise.
Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.
The Stream Podcast can be downloaded via Spotify and iTunes.
By: Andrew Rogers and Ellis Reid
Do public relations professionals really reflect the general public? Why does it matter that the communications industry be as diverse as the audiences that we’re trying to speak to? And are we doing enough to foster inclusive teams so everyone can be heard?
Andrew is joined in the London studio by Senior Account Director Ellis Reid to discuss why both diversity and inclusion are important for creating better, more effective campaigns and discuss where the communications industry can and should go from here.
Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.The Stream Podcast can be downloaded via Spotify and iTunes.
By: Jide Adesesan
As PR professionals, we are great content creators who know what good content looks like. However, every so often, even the best can sometimes produce a dud. So, what do you do when your content fails?
First, don’t be hard on yourself – it’s difficult to create and develop great content. A lot of time, strategy and effort go into creating a quality research paper, blog or video, so we despair when things don’t go our way. Instead, if the content doesn’t meet expectations – i.e. low viewing numbers, click-throughs or download rates – follow one of these steps below to turn it around and get that campaign back on track.READ MORE
What did you miss?
For your content to work, it must be relevant and timely. The sweet spot is where your audience’s interests and challenges overlap with you and the client’s business objectives.
Reflect on what you might have missed the first time around. Consider if you have taken the audiences into account: did you misjudge what they want or find important?
The most common problem when it comes to failing content is misunderstanding the audience and what it takes to coax them into action.
What’s your content tilt?
So, you’ve found your sweet spot and understand what your audience wants to read about. Now what?
It’s time to find out why the original content failed your expectations. Ideally, you want to create a piece of content that can compete with the hundreds of thousands of links on the internet that promise the same thing you are selling.
Be sure to scan what your competitors say about the topic and find the gap – the tilt – that separates your content and gives it a fighting a chance. For instance, if your content is around the keys to a successful digital transformation, then I’ve got bad news for you, pal!
Also, think about your headline – you only have one chance to make a good first impression.
Help your customers find you by investing in content distribution. There are a number of cost-effective channels available, such as social media paid campaigns and email marketing.
It’s also worth putting in the time to make sure your work is optimised to improve your online visibility. Check out these free SEO tools. Better yet, speak to one of our All Told colleagues to support your effort.
This is the most difficult aspect of correcting failing content, and it’s also the most critical. What are you trying to achieve with this piece of content? Are you trying to drive sales or raise awareness? And, can your content really help achieve all these objectives? How do we measure success?
If you haven’t already, this is when you need to have an honest conversation with your team to discuss what’s gone wrong and how you propose to fix it. But you also need to be forthright about expectations and what the content is likely to deliver.
What do you do with bad, unengaging content?
The question of whether to purge any particular piece of work depends on a number of factors – is this content useful to anyone? If I removed it from the website or archive, would anyone miss it? Does it damage the brand?
We are not perfect and sometimes get it wrong. But the important thing to remember is all is not lost and almost any piece of work is salvageable. Start again with the basics and give your content time to do well.
Jide Adesesan is a senior account executive in Allison+Partners’ London office.
By: Ellis Mendon
While much of public relations has gone digital, there is still tremendous value in facilitating good, old-fashioned facetime between journalists and company executives. Media tours are critical for relationship building and help increase chances for deeper coverage on a company and its products or services.
So, how do you make the most out of one? Here are our four tips for ensuring success.
1. Consider the calendar
Before you nail down dates for your trip, have a thorough look through an events board to make sure your visit isn’t overlapping with other key events going on. The last thing you want to do is have to compete for a journalist’s attention and time. A helpful and reliable site to use when planning is Techmeme.
If you’re travelling internationally, be sure to consider national holidays. You don’t want to wind up booking your trip when journalists are off work.
2. Engage with journalists
When it comes to securing interest for briefings, it’s important to make sure you are pitching them effectively and meeting journalists via their preferred style of communication, whether that be email, text message or social media platforms like Twitter. Do your research before conducting outreach. If you know that a journalist is active on Twitter and their bio says they are open to receiving pitches via DM, shoot them a message on the social platform.
And yes, while the overall group is a dying breed, there are still some journalists that have a desk phone that they answer. No two journalists are the same.
3. Make the narrative relevant
It’s safe to say that no matter what media market you are working in, journalists are interested in learning how your announcement or story fits into the wider picture. You can guarantee that at some point during a journalist briefing, he or she will broach the subject of current events or introduce a recent trend. They will want to hear your spokesperson’s POV on the matter and learn how the announcement and/or company ties into what’s happening.
Do your homework ahead of the interview and prep your spokesperson for success. If the publication you are meeting with has a specific focus that fits nicely with your business’ focus or point of view, have your spokesperson reference it to show they are familiar with the publication and were thoughtful in scheduling the meeting.
4. Foster relationships
If your company executive is on social media, have them follow the journalist on Twitter and take the time to read through some of their recent coverage before the meeting. This will help him/her understand the journalist’s tone and provide insight into what topics they have written about.
Having this background knowledge can also be a good way for the spokesperson to break the ice with the journalist and relate to their interests, finding a common ground for where they can connect beyond the company news.
After the media tour is finished, it’s important to follow up with journalists on any lingering items you promised. It’s also nice added touch for your executive to handwrite or email a note to the journalists who they met with thanking them for their time. After all, the overall intent of this process is about bettering relationships with influential media.
Ellis Mendon is a senior account executive in Allison+Partners’ London office.
As part of our agency’s celebrations for Pride Month, we hosted a panel event in the London office in collaboration with Out in Tech, a global not-for-profit for the LGBTQ+ community in tech, to discuss how the internet has changed the way brands can and should communicate with the LGBTQ+ community.
Chaired in style by our very own Account Director Andrew Rogers, guest speakers who imparted their words of wisdom included:
A thought-provoking and lively conversation left us all with a lot of food for thought. Here are the key takeaways.READ MORE
Start with your staff
We’ve seen a lot of companies support Pride because other companies do – we all know brands are fast followers. But the most effective brands support LGBTQ+ communities year-round and get input and feedback from their employees to make sure they get it right.
Consistent communication with employees is the crucial piece of the puzzle between brands getting it right or wrong. The more they can be involved in the process, the better-informed senior teams will be. This will help you avoid falling into the pinkwashing trap, and instead show your company really listens to the challenges faced by real people.
LGBTQ+ is more than just one category
This umbrella community contains many subgroups, and brands can ignore this at their peril. Each subgroup needs to be marketed to in a different way, as each have their own pain points about their personal, historical and cultural experiences. Language is a key component here, as a positive term for one subgroup can be quite the opposite for another. However, empathy, consideration, and kindness will speak across the community. Within any content, we need to make sure everyone is represented.
Getting the language right again brings us back to the workplace. For society to get used to modern usage, we need more training on what is positive and negative to whom. For example, “queer” is something of a reclaimed term for younger people, while older generations can find it offensive. The more educated society becomes on this, the more intelligent our ways of using these terms socially will be.
Digital targeting for LGBTQ+ groups is still in its infancy
Building on the discussion around language, the group showed digital targeting for the community isn’t as sophisticated as it needs to be. Differences in connotations between different parts of the LGBTQ+ community means positive and negative keywords are tough to define and is a bigger conversation for the global tech community to have.
The panel also advised brands to beware of “The City Bubble.” LGBTQ+ initiatives and messaging are more advanced in major cities. But brands looking to truly get their comms strategies right need to make sure those who live in less urban areas are also represented.
They also highlighted the struggle with internet users known as “lurkers.” These people view and consume content, but they do not comment or share, making it hard to ensure their views are taken into account. We need to make sure we reach and engage the people who don’t feel they have a voice. Putting efforts into physical focus groups and research will help brands navigate this.
Be wary of only using technology to communicate
The group agreed the explosion in digital platforms has been positive in terms of visibility for LGBTQ+ issues. But it’s important it complements and does not replace, face-to-face interaction with the community. One-to-one level comms are important for any strategy.
Brands can tap into this by keeping events and meet-ups a key part of their strategy, such as hosting talks from key influencers in their sectors who have links to the LGBTQ+ community, putting emphasis on current topics and issues that have relevance to the subgroups.
Making mistakes is part of the journey
A key point the panel wanted brands to take away from the event is that it isn’t the end of the road if you make a mistake. It’s likely brands will get it wrong sometimes, and they shouldn’t take it personally. They advised that rather than pulling out all the stops to defend yourselves, listen to the community and put yourself in their shoes. Taking a step back and listening to the voices that matter will help you work out where to go from there.
The event’s open and honest discussion around these issues, thanks to our fantastic panel and the questions from our brilliant audience, is a perfect example of the collaborative conversations that need to happen to drive change on a bigger scale for the LGBTQ+ community. Brands that keep this at the core of their activity will be the ones that truly lead the way.
Gina Mossey is an account director in Allison+Partners' London office.
By: Lizzy Chesters
Sceptics may suggest the UK’s technology sector feels the pressure of Brexit, but that doesn’t seem to be the case based on all the events, conferences, product launches, hackathons, forums and company announcements out of London Tech Week.
The capital was abuzz last week with the annual event that brings together the good and the great of the international business community for a celebration of all-things-technology.
Theresa May kicked-off the festivities with a series of investment commitments, including £153 million ($192 million) of government funding plus a £205 million ($257 million) pledge by the industry to invest in technologies such as accelerated drug development from quantum computing. May said the UK sits "on the cusp of the next great industrial revolution." She also announced the availability of 2,500 AI and data conversion courses to commence in 2020, as well as the launch of a study into tech competitiveness to identify opportunities and support for digital businesses to ensure the UK remains the most attractive place to build a technology company.
In other positive news, the UK is now home to more than 70 tech unicorns, having created more $1 billion companies every month in the last year. The figures released by TechNation and Dealroom also revealed London has the most fintech unicorns of any European city, and it has more $1 billion start-ups than San Francisco.
Here are some more stand-out highlights from this year.READ MORE
Tech giants were seen and heard
In a philanthropic move, Square, the payments company co-founded by Twitter CEO Jack Dorsey, launched an initiative alongside The Entrepreneurial Refugee Network to enable refugee entrepreneurs to accept card and mobile payments to help get their businesses off the ground.
In addition, Facebook chose the event to announce it will open an engineering centre in London that will build tech tools designed to keep harmful content off its site. The company will create more than 500 new tech jobs, including 100 in AI, for the new hub by the end of 2019.
The future of 5G
Of course, it would be silly to think we could get through the week without someone mentioning 5G. Digital Secretary Jeremy Wright broke the silence, revealing the government will invest £40 million ($50 million) in 5G testbed and trial projects as part of plans to improve mobile connectivity across the UK. This latest investment round is through a wider £200 million ($250 million) project to test 5G technology that can support more than a million devices per square kilometre and speeds up to 10 times faster than 4G.
Fintech crosses borders
Leading UK fintech companies Monzo and Revolut rounded off the week with a couple of major announcements.
Monzo said it officially plans to expand to the U.S. (Los Angeles) led by CEO Tom Blomfield. From there, the firm will carry out its first launch events before expanding to other cities around the world.
Revolut reported it will open its public beta in Australia. A lucky 20,000 people on the waitlist will soon be able to use features such as money management and foreign exchange, with the fintech eventually offering these services to more people in the coming weeks.
With London being hailed as the global centre of fintech, it is great to see some of the country’s most promising businesses share their amazing expansion plans. The UK has solidified its well-deserved reputation as a major tech player on the global stage, and the next 12 months should be just as progressive and exciting as the last.
Lizzy Chesters is a Senior Account Manager in Allison+Partners’ London office.
1 in 5 young adults now listen to podcasts on a weekly basis, and more podcast content is being created than ever before. No wonder then that brands are trying to get in on a slice of the action.
Andrew is joined in the London studio by Digital Account Manager and podcast aficionado Jess Docherty to discuss how brands can and should get involved in the world of podcasts, from creating their own to sponsoring content we already know and love.
Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.
By: Sian Hobday
Getting content to perform well on mobile is no longer optional – it’s essential to improve user experience and increase views.
For better or worse, mobile phones are now the most popular way of accessing the internet. In 2018, 62% of total time spent online was on a smartphone, according to Ofcom. The average UK person spends more than a day online each week, with 78% of the population now checking their smartphones within five minutes of waking up.
Most brands now adapt their existing content for mobile, and the most successful companies create content mobile-first. Nearly a quarter of all ad spend now goes on mobile, Ofcom notes. By evolving your content strategy to match user behaviours, your readers will thank you for it with views.
Here are our five top tips for ensuring your content is mobile ready:
Consider reading patterns
There is a lot of research on how we consume content on our screens. Heat maps trace where our eyes and mouses travel as we navigate through a website or app. In most cases, it follows an “F pattern,” where users focus on the top left-hand side. The first few words and sentences are important for these types of readers. Others may only scan headlines and subheadings. Think carefully about the placement of key content and make it easy for users to take the next step.
Format content for the small screen
Keep content short and simple, so it can easily be scanned. Shorter headlines attract clicks too. If you need help, tools like Hemingway Editor can show how to improve your writing. Don’t forget simple tactics, such as bullet points and headings, to break up longer pieces of content.
It’s important to check how your content actually appears on mobile. Does it fit onto the screen? Are the images too large? Is the copy easy to read? Something as simple as the fonts and background colour can affect legibility.
So much content is shared on social media now – the average person has seven social accounts, with most of them connecting via mobile. How “shareable” your content is on mobile devices is increasingly important. It can provide a great opportunity to increase views if you make it as easy as possible for people to share.
Optimise for Google
Optimising for Google featured snippets has become more important due to the changes in the way we search for content. These snippets have higher click-through rates than regular organic search results. They also feature on the first page of the search engine results page and aim to answer queries as specific as possible.
Can you make summaries of your content or numbered lists that answer the most common search queries, so they are more likely to appear as a featured snippet?
Use images and video to add value
Images and videos have become the key drivers of attracting users’ attention online. This isn’t limited to simply using more photos or pictures of your product. Infographics or appropriate GIFs are a great way to enhance your message. Be wary of size and avoid taking up too much space, as large media makes content hard to read and can distract from the main purpose of the content. Too many images can have an adverse effect and cause users to switch off.
Finally, make sure it loads quickly!
The optimum time for a web page to load is three seconds, according to Google. Any longer, and users lose patience and click away. More than half of mobile website visits are abandoned if a mobile site takes longer than three seconds to load. And for every one-second delay in site load time, conversions fall by 12%, according to Google.
Sian Hobday is an Account Manager in Allison+Partners’ London office.
By: Sarah Johns
Over 14,500 cybersecurity professionals and 400 suppliers descended on Olympia London this week for Infosecurity Europe 2019, arguably the most important cybersecurity event of the year.
Given the size of the event, it was no surprise to see vendors pulling out all the stops to grab the attention of attendees. Stands were adorned with arcade games, water features and escape rooms, and there were freebies galore, with stands giving out everything from free pens to socks and webcam covers to popcorn doused in liquid nitrogen.
It was great to see brands building awareness of their cybersecurity tools and engaging potential customers through gamification and other marketing initiatives in the exhibition hall. However, the conference programme remains an equally important part of the event, giving companies the chance to hear from each other’s security experts on the key challenges they are facing and how they can counter-act threats. So, what were the key takeaways?READ MORE
Cybersecurity professionals face increasing complexity and uncertainty
What came up time and time again was how challenging cybersecurity work has become. CISOs and their teams must contend with an increasing number of threats. In fact, according to the National Cyber Security Centre, the average number of cyber-attacks on UK businesses has grown from four in 2018 to six in 2019. These threats are also more complex, as highlighted by the commons public accounts committee in The Times. Jane Frankland, author of “Women in Cybersecurity,” stressed that one way companies can deal with this complexity is by hiring more diverse teams. Non-homogenous groups can offer a wide range of approaches and perspectives, therefore often proving more adept at problem-solving than ones primarily made up of personnel from similar backgrounds.
Humans remain the weakest link when it comes to cybersecurity
Whether it’s using easy-to-guess passwords, not using multi-factor authentication or configuring the cloud incorrectly, all too often human error is to blame when it comes to cybersecurity. On the keynote stage on day 1, Dan Raywood, contributing editor at Infosecurity Magazine, chaired an excellent panel discussion on rethinking cyber defence to combat complex risks, threats and vulnerabilities. He discussed the many reasons for it but noted that humans are usually at fault. An interesting point was that it is human nature to assume you will not experience “the worst,” such as a major hack unless it has happened to you.
However, as recognised in the discussion, organisations are cottoning onto this and improving their security procedures following high-profile breaches such as the global 2017 WannaCry attack. This case was somewhat of a turning point for many organisations, serving as a widespread awareness campaign and prompting many organisations, not just those affected by this particular ransomware, to patch their systems more regularly.
Technology is key to bridging the gap
In conversation with one systems engineer, it was noted that no matter how many employees a company has in its SOC (security operations centre) team, there simply will never be enough to deal with all the cyber alerts and incidents manually. Technologies such as AI, automation, and analytics are therefore playing a vital role in helping security teams do their jobs well. For example, there was software being demoed at Infosec that enabled employees to constantly monitor for threats and gauge their risk to the organisation, and easily see which ones they needed to prioritise in order to manage their time effectively.
Infosec 2019 has been another hugely valuable opportunity for European cybersecurity professionals to review the most pressing issues facing the industry today as well as share best practices for securing networks, from cloud to endpoint. But it is not just security specialists that have a responsibility to stay secure. It is up to all of us to ensure we are doing all we can to protect our networks and all the data stored on them.
Sarah Johns is Senior Account Executive in Allison+Partners London office.
By: Emma Poleszuk
From the influencer-backed Fyre Festival that didn’t exist to the Kardashian’s controversially promoting an appetite-suppressing lollipop, the authenticity of influencer marketing has been brought under the spotlight recently and covered widely in the media across the globe.
However, it can be argued that there is a genuine benefit in engaging with influencers to promote your cause-led campaign, whether this is related to charity, animal conservation or fundraising.READ MORE
Authenticity is Key
Consumers have become increasingly social media savvy as platforms and the concept of influencer marketing has continued to develop, often scrolling past paid promotions and #sponsored posts deeming them disingenuous.
Engaging with those known for dedicating their lives to your cause such as raising awareness of plastic in the oceans, for example, would be a natural fit to promote your latest recycling initiative, with resulting content coming across as more authentic. Chances are, their following will also be passionate about whatever cause it is you’re promoting and find the content engaging, making them more likely to make the necessary call-to-action, whether this is buying your product, signing your petition or donating to charity.
Celebrity Isn’t Everything
It’s easy to get hung up on numbers, and assume the higher the following, the higher the return on investment. However, the rise of the micro to macro influencer, defined as those with between 10k-100k+ followers, has shown that an engaged audience often lies in these numbers, with followers choosing to engage in content that resonates with them and the passions and causes they align themselves with, as opposed to the following of the latest fleeting reality star who click subscribe because 1.5+ million others have.
It’s worth noting too that your brand’s influencer army doesn’t have to be led by celebrities in the traditional sense. Those who can carry an authentic message for your brand and mission can range from industry leaders, lecturers, and business executives to politicians and charity ambassadors, again boosting the integrity of your message with backing from respected SMEs.
The platform you broadcast your message on should also vary depending on the content, with digestible videos and memes working better on Instagram and polls or links to longer articles gaining more traction on Twitter. Once you know who your audience is, you can work out who they listen to and where they consume their content to ensure maximum exposure and awareness of your cause.
People want to help
Consumers can feel bombarded with paid promotions, brand collaborations and #gifted content across social media, and if it appears to be pushing materialistic products for corporate profit and gain, it’s easy to switch off. The ratio between this kind of content and influencer content looking to genuinely make a difference and raise awareness of issues in society is likely quite uneven. Focusing on cause-led content increases the chance of your message standing out, giving those scrolling something worthwhile to engage with.
A recent survey from The Charities Aid Foundation found that whilst 59% of charities believe they are using new technology and social media effectively, only 29% are using tech effectively to increase giving and donations, which as discussed, is where influencers can help. Digital platforms and the influencers that inhabit them are key to reaching new audiences with your cause-led message and could result in unprecedented results for your campaign.
By Andrew Rogers
Unless you’ve been living under a rock – and even if you have been – you’ve no doubt been hearing the buzz about podcasts. In a matter of a few years, podcasts have gone from niche medium to mainstream phenomenon. Many podcasts now boast more listeners than radio shows. Increasingly too, the boundaries between podcasts and radio are becoming blurred. BBC Sounds, for example, mixes them all up into a single audio product.
1 in 5 young adults now listens to podcasts at least once a week. The biggest series have a huge reach, as well as an audience that generally skews towards more affluent and influential consumers (1 in 5 podcast listeners earn over £100k and 42% are business decision makers). The sheer variety of podcasts now available also means you can target consumers with specific interests or demographics.
It’s a no-brainer that any marketing professional should at least consider using podcasts as part of their 2019 plans. However, as with anything new, getting involved can be intimidating.
Never fear though – we’ve put together our very own podcast marketing quick-start guide. Here are the three main ways that your brand can get involved in the wonderful world of podcasts.READ MORE
Be a guest on a podcast
Podcasts and traditional radio shows have plenty in common, and that includes the need for great guests. While some podcasts have the same hosts each week, many more will include guests to keep each episode fresh.
For brands, this means opportunities to secure guest slots for spokespeople or talent. For consumer entertainment brands, placing talent on podcasts is a great way to plug their upcoming projects. For B2B brands, placing a CEO on a key trade publication’s podcast can mean speaking directly to the decision makers in your target industry.
Importantly though, you need to do your homework and pick the right podcasts. Guest interviews work when they’re engaging and where there’s real chemistry and conversation. Pair the wrong spokesperson with the wrong show, and you’ll get a flat interview that may never see the light of day. Get the combination right and you’re in for an episode that’s entertaining while getting your key messages out there.
Sponsor a great podcast
Sometimes it’s best to go for the direct approach, particularly when you’re looking to drive sales or subscriptions. Sponsoring podcasts is effective, measurable, and easier than you might think. While you can go ‘door-to-door’ for some of the smaller podcasts to ask about advertising rates, most now work through bigger podcast platforms.
Take Acast, for example, which represents some of the most popular shows including The Football Ramble, My Dad Wrote A Porno and The Allusionist. By bringing so many popular podcasts in one place, brands can now advertise at scale. New technology also means that ads can be placed into podcast episodes for a limited time period, or for different geographies. You can now, for example, run ad campaigns that target just UK listeners, even for shows produced in the US.
Podcast advertising is highly effective, with 76% of listeners taking action after hearing a brand advertised. It’s also measurable by using a system of bespoke trackable discount codes. Most of the time, you can even get hosts to create the ads for you, making them more engaging and authentic.
Create your own series
Want to take things to the next level? If you have plenty to say and want to get a clear message out to the world, you might want to create your own podcast series. Podcasts make for great content and are a much more digestible way to get your thought leadership across, particularly for B2B brands. As we become increasingly time-poor, many of us prefer to listen to opinion through headphones than to read it on our screens.
This is, of course, the more time-intensive of the three routes. You will need good content, an engaging host, and guests that create enough conversation. Podcasts also need at least one series – a single episode won’t cut it.
The potential pay-offs though are huge. Podcasts take thought leadership to the next level or can create a series that entertains while sharing key brand messages. Take for example the Why We Eat What We Eat podcasts which were created by the meal-box delivery service Blue Apron. The show uses popular food author and historian Cathay Erway to look at a new interesting food story each week. The podcast delivers content that a foody audience will want to hear, and by building that audience creates the perfect space to share their brand messages and drive subscription sign-ups.
Have we whetted your appetite for podcasts? Our team can help you to get onto the right podcasts, or to start creating your own. Just get in touch with the team to find out more.
Or if you want to listen to more podcasts yourself, check out our list of the top 5 marketing and PR podcasts you should subscribe to right now.
Of course, technology is well-known as a male-dominated sector. According to Tech Nation, only 19 percent of technology workers, and only 22 percent of technology directors are women. All companies with 250+ employees need to publish figures comparing the average pay of men and women across the organisation. The tech sector did not do well. An article by Wired found that across 18 major tech companies, women earn a mean average of 85p an hour for every pound a man earns. Women also receive bonuses that are around 35 percent smaller.
Sexism in the industry is also rife. A recent global survey by Ivanti found that 63 percent of women think gender bias continues to damage their professional opportunities. It also undermines their work environments. In a separate piece of research by Kaspersky Lab revealed that over a quarter of female IT decision makers say they witnessed mansplaining in their day jobs, contributing to the feeling of gender imbalance.
This International Women’s Day, the Campaign theme is #BalanceforBetter. The aim is to promote a more gender-balanced world. The technology sector needs to embrace this ideology. Even at the most prolific tech industry events, the gender imbalance is evident: where are the female attendees? Why is there a lack of women keynote speakers? It is time for a change.
What can we do to tackle gender inequality in tech?
Fortunately, there are a range of initiatives and technologies being created to tackle the problem. Firstly, technology companies themselves are trying to get more women to work for them. Sky is offering five women a £25,000 bursary, as well as an expert mentor, to inspire them to get into technology. Yes, it’s only five – but it’s a step in the right direction.
There are also several mentoring programmes for women in technology springing up around the country. Structur3dpeople and DevelopHer want to empower women. They want to bring women together to network and share knowledge to help them progress in what is a tough environment in which to excel.
There’s an app for that
In addition, there are a few new UK start-ups which are tapping into a need for employees to discreetly report sexual harassment. Vault Platform, uses blockchain technology to enable members of staff to record a private, time-stamped reports. These reports can include evidence such as text messages, voice recordings and emails. Then the victim can choose when they would like to submit the report to human resources. A digital receipt of the report is then kept on the blockchain, so it can’t be changed, stolen or deleted on purpose or by accident.
Are the big players helping?
Some of the major tech players have recognised that they are part of the problem. They are willing to spend some time and money to help. Apple has recently launched its Entrepreneur Camp, a programme designed to support women entrepreneurs building businesses around apps. The initiative incorporates an intensive technology lab, specialised support, and ongoing mentoring to help support women into a tech career. Google has a similar initiative with its Women Techmakers programme. A range of networking events all over the world which acts as a platform for women in technology to help further their careers.
Sadly, gender inequality in the technology industry is deeply ingrained and won’t disappear overnight. International Women’s Day is particularly significant as it can serve as an important milestone to track progress on an annual basis. More importantly, it helps to create a gender-balanced world.
Technology buzzwords galore
As anticipated, topics including AI, cybersecurity and IoT were hot on the agenda. Talks included a session on how we can democratise AI and avoid algorithmic bias, how to secure a connected digital society and how we can maintain consumer trust in a digital economy. Indeed, with GSMA noting that 81% of consumers have some concern about the safety of their personal information, there were also talks around the use of consumer data in the mobile industry. There was also a full programme on IoT and even a dedicated Internet of Things Zone which invited attendees to try out new products and discover how IoT is changing business.
However, there were two indisputable stars of the 2019 show, foldable smartphones, and the connectivity buzzword on everybody’s lips (and Twitter feeds), 5G.
Foldable phones excite
Mobile phone providers already face fierce competition for sales, and last year, the global smartphone market experienced its first annual decline ever – a fall of 3 percent (Source: IDC) So, there is more pressure than ever before to secure consumer interest, drive sales and grow market share. This is prompting manufacturers to pull out all the stops when it comes to new mobile design and innovation. It’s no surprise then that we’ve seen so many manufacturers reveal their first foldable phones at this year’s show. These flexible phones are a great example of out-of-the-box thinking and breaking away from tradition. It’s exciting to see the industry as a whole attempt to literally break the mould of what a smartphone should look like.
5G took centre stage
It wasn’t just folding phones that were on display. MWC continues to be huge for companies involved in the back end of service delivery and legislation around communication networks, and the work they do this year will be pivotal to the future of 5G connectivity.
There is a lot to be done to conclude the testing and rolling out of 5G infrastructure and decisions to make around how we can properly regulate the use of 5G. At MWC, we witnessed several important discussions on the challenges we are facing around 5G deployment, particularly from a regulation perspective. For example, Gilles Bregant, CEO of the French administrative body and National Frequency Agency ANFR and Ricardo Tavares of consultancy TechPolis Inc had their say on how we can align 5G technology and policy.
Overall, MWC was a great success. From innovation in mobile phones to creative approaches to 5G deployment, there’s no feeling quite like witnessing how technology is changing the world literally in front of your eyes. Still, there is no doubt industry players have an uphill battle to climb when it comes to the myriad of challenges they face, including responding to changing consumer demands for innovative new tech, keeping data safe and rolling out 5G connectivity.
The industry urgently needs to break out of its siloed mindset and take a more holistic approach to meet the challenges it faces, working for common goals instead of corporate and national self-interest. By adopting such an approach, improving global connectivity and inspiring the next generation of mobile industry leaders will be achieved faster than you can say ‘foldable phone’.
Plastic waste is a mainstream concern for consumers across the world. As we try and become more ethical consumers, plastic waste is now in the firing line. Inspired in part by the latest series of Blue Planet and high-profile initiatives such as Sky News’ Ocean Rescue, the fightback against plastic waste is very much on.
All brands should consider what they can do in 2019 to reduce plastic waste. Even small changes at the consumer level can make a huge positive impact on the environment on aggregate. Meanwhile, brands and industries that don’t appear to be doing anything are often called out on social media and in the press (The Independent recently looked at the beauty industry). At a time when consumers want to support brands that align with their values, make sure you’re on the right side of history.
It used to be that setting yourself challenges was something reserved for the New Year. Now consumers are setting themselves new challenges all year round. From Veganuary to Movember, consumers are always looking for a new challenge that they can engage with. Not only does it give people a great opportunity to connect with their friends both near and around the world, but it also lets them show off what they care about most.
Brands can and should be encouraging consumers to set goals and be a part of their success when they smash them. Just look at all the promotion for alcohol-free brands of beer during January. Brands need to act as cheerleaders, making consumers feel better, stronger and happier.
Tackling social isolation
The way that brands have used social media and online marketing has evolved over the last 12 months. This is because social media is no longer viewed as something overwhelmingly positive. Consumers have a more complex relationship with online services. For example, research shows that people feel more isolated when they use social media more.
Brands in 2019 need to think about how to make connections, both online and offline, feel more meaningful and real. Building a community of passionate fans online is meaningful. Seeing an influencer that only makes you feel worse about yourself holding a product is not. Brands that can bring people together and help them disconnect from their digital lives will find a willing audience of happier and healthier consumers.
We’re redefining adulthood?
What it means to be an adult has changed massively over the last few decades. Young adults might be running a Tough Mudder race with their friends, while their parents would have been looking after their new baby. Young families today are more likely to be renting, spending money on experiences, and living in cities. Their needs as consumers are therefore different (think subscription boxes instead of out-of-town mega supermarkets).
Consumers are also happier to jettison the ‘traditional’ parts of adulthood that they don’t want. As social pressures fall, more people live lives that don’t fit the mould. No wonder that more adult couples without kids are visiting Disneyland, while the growth in so-called ‘kidult’ toys shows no sign of stopping. Brands shouldn’t be afraid to embrace this change and adapt to consumers trying to live their best lives.
It used to be that brands that fell behind on consumer trends used to look a little old-fashioned. No longer. Now brands are being called out online when they don’t keep up with what consumers want. Make sure that in 2019 your brand is delivering campaigns that make you look relevant and fresh, and not last year’s news.
By Lizzy Chesters
Last week, the great and the good came together at The World Economic Forum annual meeting in Davos, Switzerland. Due to the high calibre of attendees, the discussions that occur during the event have the potential to make a huge impact on global affairs and across many industries.
Globalisation 4.0 was the key theme for this year. So, who was saying what over the past seven days? Here’s our round-up of the tech news stories that deserve your attention.READ MORE
Global rules on technology
A common subject that encroached into several speeches was a need for countries to collaborate on the tightening of global rules on technology. Shinzo Abe, the Japanese Prime Minister stated that his country would use its chairmanship of the Group of 20 nations this year to develop an official international protocol for oversight of data use.
Angela Merkel also supported the need for a “common digital market” across the EU to cope with the ongoing problem of data misuse.
And yet, Alibaba Chairman, Jack Ma, came out against the necessity for increased tech regulation. Ma said he is “not a person who likes regulation first”. He believes that implementing strict regulation could stunt progression. Especially when humans are still fledglings in the evolution of technology. He argued, “We should not make a pair of shoes for a three-year-old boy and say, ‘All your life you have to wear these shoes. We know so little about the future.”
Europe is falling behind in the space race
The changing competition in the international space race was also highlighted. According to Dirk Hoke, CEO of Airbus Defence and Space, China and the US are forging ahead in the space race and Europe should start to worry. He said, “It is very important for Europe to get their act together and define a clear vision for European space and for us a European supplier… The US and China are definitely moving faster right now.”
China’s recent mission to the dark side of the moon, which proved an enormous success, sparked Hoke’s comments.
One announcement particularly relevant for Great Britain is the new partnership between the UK and World Economic Forum. It’s intended to help lead a regulation revolution in the country. It will also help the companies, industries and services that will emerge as a result of new technologies.
The Business Secretary, Greg Clark, spoke out about the new relationship, saying, “The speed of technological innovation across the globe is faster than ever. New technology is creating whole new industries and business models”. Clark championed the UK’s position as a leader in fostering an effective regulatory environment. There’s a focus on the protection of consumers whilst preserving an openness to innovation. Mr Clarke claimed that the British framework has the potential to be replicated around the world.
Bitcoin is doomed
2018 will forever be remembered as the year of cryptocurrencies. Despite its recent fall from grace, it was to be expected that that future of this technology would crop up at some point during Davos 2019.
Yet, it seems that the success of bitcoin is still up for debate. During a panel discussion on the future of blockchain technology, some participants were skeptical. In fact, founder of BCG Digital Ventures, Jeff Schumacher, commented that bitcoin is on the trajectory to zero. He claims that the technology behind the cryptocurrency is full of potential. But it will never become ubiquitous because “it’s not based on anything”.
Digital skills gap
The STEM skills gap is one that keeps rearing its head. It popped up again during the ‘Making Digital Globalisation Inclusive’ panel discussion. Bringing together the CEOs of Microsoft, HCL, Dell and Salesforce, all the leaders expressed their growing concerns about the widening skills gaps that are facing our industries.
Headlines in the media about how robots are set to steal our jobs are all too common. But Dell founder and CEO, Michael Dell, rebuked these concerns claiming, “Countries that are most roboticised actually have the lowest unemployment rates, so I’m not convinced that technology is necessarily a big part of the problem”.
In a separate panel discussion, Microsoft CEO, Satya Nadella, also highlighted the topic of STEM skills, when he asked the audience, “We know that the jobs of the future will require different skills, so how do we equip the youth of the world for these jobs?” In all cases, reskilling and upskilling were heralded as the most appropriate means of tackling the problem across the board.
There are many concerns about how the role of technology is going to transform the future. Let’s hope that the conversations held during Davos 2019 will prove to be a starting point in helping to address these issues going forward.
By Andrew Rogers
While Christmas feels like a distant memory for most of us, the toy industry is busy getting ready for the next one. January kicks off some of the world’s biggest toy fairs where we get a first taste of the top toy trends for the year ahead.
What will be the must-haves in Christmas 2019, and how will the wider economy affect the toy trade? Here are our 2019 toy trend predictions for the year.READ MORE
Pocket money toys will help keep parents on trend?
Pocket money toys saw strong growth in 2018, and 2019 will be another big year for the category. With growing uncertainty in many parts of the global economy, parents are turning away from bigger box items and instead picking up smaller pocket money items.
These usually cost less than £5 and provide a fun gift for kids without a big investment. After all, the biggest risk is that expensive toys are quickly discarded by kids if they get bored. Cheaper pocket money buys reduces that worry. Plus, they have the advantage of being stocked across a wider range of retailers, including smaller supermarkets. This year, as trends continue to evolve, pocket money toys will provide a great way for parents to stay on-trend without breaking the bank.We haven’t reached peak kidult yet
Kidult toys are products aimed at an adult audience but with the usual appeal of kids’ toys. Often, these are collectables. Think of the runaway success of Funko POPs or the LEGO Millennium Falcon replica. 2019 will see the kidult category increase its share of overall toy spending, as more adults buy more toys, more often for themselves.
This is in many ways linked to long and short terms economic factors. As mentioned, 2019 looks to include more economic uncertainty. This will likely reduce consumer confidence in big purchases such as holidays. But it may boost smaller treat purchases such as kidult toys. In the same way that economic slowdowns increase demand for fancy ready meals as a substitute for dining out, kidult toy spending should be an overall winner in the toy category.New licenses are here, but the big names will still dominate
It’s no surprise to say that big licenses will be important once again in 2019. What will change are the licenses battling for our attention. 2018 saw the popularity of video game Fortnite explode worldwide. 2019 will be the year when we see the brand everywhere, from toys to collectables. If they see strong sales in Q1, expect to see even more video game studios follow their lead.
That said, it’s important not to overstate the effect of new challengers. It will still be the usual big names licenses that dominate in 2019. But predictions can of course follow the biggest film and TV releases. Expect new lines to accompany the fourth installment in the Avengers series and a new line of toys as Toy Story 4 returns after almost a decade.Toys will compete for the biggest ‘wow’ moment
Like never before, toys in 2019 will compete for the biggest wow moments. Thanks to the rise of toy unboxing on YouTube, toy manufacturers will compete to make their toy’s introduction to the world as exciting as possible. Expect more mystery with random collectables, or big moments when the toys are revealed. LOL Surprise was just a taste of what’s to come.
As well as making products exciting in the hope they go viral with toy influencers, toys will battle for organic sharing from parents. With parents sharing more of their kids’ lives online, big toy moments will also make for better Instagram stories. The battle for 2019’s biggest wow moment is now well underway.
One thing is for sure – it’s set to be another fun-filled year for the toy industry. The fight to be Christmas number one has already started, and products will continue to innovate. So reload those Nerf guns, power up those Buzz Lightyears, and charge up those RC cars as we head into an exciting 2019.
By Jess Docherty
We all know how important it is to keep up to date with the latest news and opinions within the industry. While creating our latest Marketing Trends report, we found increasingly people are turning to podcasts to stay informed. They are exceptional resources for inspiration and help us reflect and improve our own campaigns. It’s also a great way to level up an otherwise uneventful commute!
With over 525,000 active shows and over 18.5 million episodes to choose from it can be tricky to know where to start. In this post, we share some of our favourite Marketing and PR podcasts to inspire you and hopefully(!) improve your campaigns.
Let’s get started.READ MORE
Buffer’s content is consistently high-quality, and the team focuses on community and authenticity. So it’s no surprise they turned to podcasting as a way of connecting with their users. This weekly podcast is bitesize at an average of 15 mins so even the busiest person out there can squeeze in some time for social. They give updates on the latest and greatest news in social and often include case studies with clear metrics of success which makes it easy to reflect on how you can improve your own campaigns each week.
By Holly Tucker
If you’re looking for a lift and a little inspiration this could be the one for you. Founder of Not On The High Street, Holly Tucker, host a new founder each week and chats through the highs and lows of building their business and shares plenty of advice and inspiration along the way. Previous episodes have included innovators like Ella Mills (Deliciously Ella, Jo Malone, Julie Deane of The Cambridge Satchel Company).
This weekly PR-focused podcast explores the state of Public Relations. It covers a range of topics and entry points so it’s great if you’re just getting started. Each week they interview a new guest on the show and regularly discuss successful and controversial campaigns. If you want to keep up with current events and crisis communications, this is the one for you.
By Sonia Simone
Copyblogger FM is crammed with useful tools and how-tos. What sets this podcast apart is that the host really tries to break down advice into actionable steps. It’s a weekly podcast that covers everything from content marketing to copywriting, to email marketing and much more. If you’re looking for a regular way to improve your all-round marketing efforts, this is a great place to start.
By Social Chain
Started in August 2018, this British podcast is a recent addition to my favourite list. The team invites guests to take a deep dive into the latest social media headlines. A key theme of this podcast that I find particularly interesting is how social and an always online world is impacting human behaviours. So if you’re keen to learn more about how social media is changing the way users and brands interact on social, then give this a listen.Share your favourite Marketing and PR Podcasts
Do you have a podcast you enjoy? Or maybe you run a great marketing or PR podcast? Let us know, we’re always looking for new content.
For those not already familiar, Twitch is the largest online community for video game live streams. If you’re looking to watch the world’s best speedrunners race through Super Mario Sunshine, or pro esports players dominate in Overwatch, Twitch is the place to be. The platform currently sees an average of 15 million daily active users, putting it on par with many national broadcasters . There’s also a very large and active community of content creators. Over 2.2 million Twitch creators broadcast their games live on Twitch monthly.
Twitch has been the go-to video game streaming platform for a few years now. It’s been grabbing even more attention recently thanks to gaming phenomenon Fortnite. Many would argue that without Twitch, Fortnite would not have ballooned into the global juggernaut it is today . It currently stands as the most streamed game on Twitch.
For those not familiar with gamer culture, Twitch can feel like an intimidating and impenetrable platform. This shouldn’t put brands off, even those slightly outside of the video games industry. Any brand looking to appeal to Twitch’s core demographic should consider how they can partner with the platform and its community of creators. Many have already done so, as Twitch’s Partner Programme has now climbed to 27,000 Partners . Before you get started though, make sure you’ve considered the following:Is the Twitch audience the right demographic for my brand?
There’s a risk of stereotyping gamers too much. Too often, we see gamers as young, male, and perhaps even a little antisocial. This stereotype is completely out of date. Gamers are more diverse than ever before, and Twitch itself has run initiatives to encourage more women and LGBT people to watch and stream.
That said, some of these assumptions do still ring true for those logging onto Twitch. Twitch’s core users are 82% male, and 55% are under 34 . If your brand is targeting older, female consumers, then Twitch may not be for you.Can I get a streamer that fits with my brand?
There are thousands of streams available at any one time on Twitch. So why do some channels do so much better than others? As with any other influencer marketing project, it all comes down to the personality of the streamer. Twitch users have their favourites for different reasons, whether it’s the way they react to games, the kinds of games they play, or the way that they speak to and engage with their audience.
There is plenty of variety out there. So brands need to make sure they put in the time and research to find a streamer that fits well with their brand. They need to uphold your brand values too, so make sure you’re watching their streams to avoid bringing on board a potentially embarrassing and damaging ambassador.Have I briefed my streamer properly?
Twitch content is live, and any activity should come with the usual health warnings. You won’t be able to edit or amend what happens or what is said, so your streamer needs to make sure they’re fully on board and understand any brand messages you’re looking to include. Put in the work ahead of time to avoid any nail-biting moments when the live streams go out.
Twitch is only growing in popularity as watching people play games becomes a more accepted way to spend time online. As more money is pumped into global esports, Twitch will also continue to grow. Don’t shy away if you’re not a video gaming brand – Twitch can and should be a consideration for your digital marketing strategy.
By Gina Mossey
We’ve just released our latest report, this time looking at the marketing trends that were tipped to be big this year – how are they faring?
Both consumer habits and developments in marketing platforms seem to be changing consistently. If there’s one thing we’re hearing from our clients it’s a desire to stay ahead and try new things… but how do we make sure we show ROI from these shifting marketing tactics?READ MORE
In the report, we look at what’s changed since this time last year. We delve into how the trends are performing and where brands are putting their money. But more importantly, where should they be putting it? From affiliate partnerships to the role of broadcast in PR; getting Gen Z right to revitalising retail. It’s all here.Download the report today
By Gina Mossey
Smaller scale affiliate marketing partnerships are certainly on the up. Our recent report on micro partnerships revealed that the number of marketers investing in this tactic has doubled year-on-year; 8% in 2017-18 vs. 16% planning to invest more for 2018-19. We can put this down in part to shifts in influencer marketing. Many influencers now have affiliate deals of their own in place with certain retailers across their social channels and blogs. Companies looking to work with them have to integrate with the existing partnerships or offer them something better.
But is an affiliate programme right for your brand? And how can you make sure you’re getting the best ROI for your efforts?READ MORE
Should I be doing affiliate marketing?
If you’re a company who sells product through a large retailer such as Amazon, chances are you’re already benefitting from affiliate partnerships even if you didn’t create them. They have successful existing programmes with many online media sites, bloggers and social influencers already on board. So, when you secure coverage with these, they’ll link to your Amazon product page. You get the traffic to purchase and the sites get the commission. Win win.
However, if you’re looking to drive traffic to your own site, you’ll need to create your own branded affiliate programme. Here, the main currency is the time and resources to manage your affiliates, ensuring they have enough content to be able to successfully drive traffic through to your site, and that they are performing as they should. Make sure you have the resources to manage a programme before you start one.Secrets to success
Speaking of content, this is a crucial area to get right. To get the best ROI from your affiliate programme, you’ll need to supply your partners with assets to engage their audiences and drive them through to purchase. Be sure to carefully consider what the audience will connect with.
If it’s a smaller scale purchase, such as a beauty product or a children’s toy, this may be as simple as a special discount. If it’s a more considered product like a camera, for example, you need to think about what will engage your potential customers at that point in their purchasing cycle. Do they need educating on the different features offered by different cameras? Do they need a how-to guide? Match your content to your end user.Knowing me, knowing you
It’s crucial that your PR, influencer marketing and link building teams have a solid understanding of your sales strategy at all times. If you are wanting to drive traffic to your own site, but any one of those then secure coverage with a site with an existing affiliate relationship with Amazon, the result will be pointless. Publishers will always stick with their affiliate partner, no matter how nicely you ask them to include a different link. Teams need to take a thorough look at their online target sites at the beginning of a campaign to ensure each will be willing to include links through to your call-to-action page. If not, either the call-to-action needs to be changed, or the site is out of bounds.
We predict that brands investing in affiliate marketing will continue to rise as the number of publishers in affiliate partnerships increases. Be wary of following the crowd; doing the upfront research to make sure it works for your brand will pay dividends further down the line.
A keyword map brings together your keyword research, content strategy and competition for your key topics and interests. It is best to gather all this information into a single spreadsheet. On there you should include data that shows how difficult it might be to try to rank for each keyword or phrase. The end result is a clear map. It tells you where to make improvements to existing content and offers a space to track the rise (and sometimes fall) of your target keywords and topics. By keeping a close eye on this you can improve the visibility of your site to customers at their point of need.
Google serves millions of search results in less than a second. Not ten seconds. Not even two. All because we don’t wait around that long for answers. Therefore, asking your target audience to patiently scroll to the 20th, 13th or even 6th position just isn’t realistic.
Human beings are pretty lazy. So, we don’t like to scroll and we trust search engines to provide us with the best information for our query without much relative thought. This becomes even clearer when you consider the Google Click Through Rates (CTR) by position:
1 – 41.91%
2 – 16.35%
3 – 10.06%
4 – 6.66%
5 – 4.76%
6 – 3.56%
7 – 2.68%
8 – 2.14%
9 – 1.67%
10 – 1.46%
[Data from Advanced Web Ranking’s CTR Study – International Desktop Search in June 2018]
On the first page alone, the first five organic results account for 79.74% of all the clicks. So when people go looking for answers, how do you make sure you’re first in line? A keyword map is a good place to start. It can help you not only assess the quality of your existing content but also identify gaps in your strategy and track your progress.
It’s not enough to say ‘I want to rank number one’ for any given keyword. Similarly to most big goals in life and business, it’s best to break down this down into achievable steps. That’s where your keyword map comes in. It is the backbone of your digital strategy. In my mind, there are a few key pieces of information that any good keyword map should offer you. So, let’s go through them now:
One, it should be easy to identify any pages that do not have a unique keyword allocated to them.
There is nothing worse than spending time creating awesome content for no-one to see it. In the first place, make sure that each new page you create (and those already on your site) is optimised for a unique keyword or phrase.
Two, it should give you the details of which content currently ranks for your chosen keyword.
This gives you a great place to start pulling ahead of the competition. By reviewing your competitors’ strategy and content you can identify changes you need to make to your content to help get the edge.
Three, it should show you the gaps in your strategy.
Your keyword map should open up new areas and topics for consideration where the difficulty is low and potential reward is high, so don’t forget to track this.
Four, it should prove its own worth.
A great keyword map should give clear metrics and focus to your content strategy. Correspondingly, with each new piece of content you add or edit you make your keyword map should make it clear and simple to see what’s driving more traffic and hopefully sales!
Once you’ve mastered your keyword map you can start to set your sights on the holy grail: SERP features.
If you need help building your own keyword map, we’d love to hear from you.
Our research reveals UK marketers are flocking to invest in small scale, mutual benefit collaborations. They are cost-effective, and when done well they can show great ROI and add heaps of value to your brand.
But what are they? Why are companies investing? Who should you partner with? How do you measure the impact? Our report reveals all.READ MORE
We collected from marketing decision makers across sectors; the information shows which partnership types are coming out on top and which are in decline, from brand collaborations to influencers, retailer relationships to affiliate marketing. What’s evident is that the individuals and organisations brands are partnering with and how much they’re spending is changing.
Jill Coomber, MD of Consumer Marketing, Europe says, “What’s interesting is the shift away from traditional sales metrics towards more meaningful brand value measures; a trend that really takes shape in this report. While they aren’t without their challenges, micro partnerships are great for moving the needle for both awareness and engagement over the long-term. Brands are seeing that in spades now. This means the challenge becomes how to tool up to be able to evaluate and prove that impact.”
To read more on what’s hot and what’s not, entering the right micro partnership and proving ROI, download the full report here.