Category: Blog
Barbenheimer: who was patient zero?
Summer is officially over, and you know what else is? All the craze surrounding Barbenheimer… So, what exactly was that all about?
If you’re online to any extent, you’re well aware that Barbie (directed by Greta Gerwig) and Oppenheimer (directed by Christopher Nolan) were the “It Girls” of the summer. Everyone was talking about them. Sure, big movie box office weekends are normal, common, and nothing new. However, the opening weekend for Barbie and Oppenheimer felt *different*.
Something was in the air. People were dressing up, debating which movie they would see first, clearing their entire afternoons to watch the films back to back, doing outfit changes in between movies, and inevitably continuing the discourse online afterward. It was a cultural phenomenon, and you just had to be there. But how exactly did we get to this point? Especially during a time when movie-going was still on the mend from taking a huge hit during the pandemic…
Initially, the stark contrast between the aesthetics and subject matters of the movies prompted a comedic response from people on the internet. Memes were being made, merch even. The radically different tones made for interesting discourse right out of the gate. Barbie, a film about Mattel’s popular toy doll, is full of glitz, glamour, and a whole lot of pink. Meanwhile, Oppenheimer, a jarring competitor to Barbie, is about the dark history of the creator and creation of the atomic bomb. How much more polarized can you get in terms of mood?
Leading up to the release weekend, marketing for the Barbie movie was knocked out of the park. Months before the film’s release, the Barbie team made an AI social media selfie generator that people could use to make their own version of Barbie character posters. Tons of people had fun with this selfie generator (ourselves included), posting their own Barbie posters across different social channels, which naturally helped market and bring more attention to the movie.
The buzz around the Barbie movie continued to amplify as over 100 brand partnerships emerged to help promote the movie, including collaborations with Airbnb, Crocs, and Kendra Scott. Brands were smart for capitalizing on Barbie’s growing popularity. Both parties involved benefitted from the collaboration; it was a win-win. No matter how hard you tried, you could not escape the Barbie takeover. It infiltrated every crevice of the internet one way or another.
As the release weekend got closer, more discourse on Oppenheimer entered the picture. After being so inundated with bright Barbie marketing for months, the darkness of Oppenheimer caught people’s attention. People who wouldn’t normally watch Oppenheimer were convinced to see it, given all the buzz circulating the internet and vice versa. It garnered so much attention that even actors and film critics chimed in on which movie to see first. The release weekend was a true spectacle in more ways than one.
Both movies were predicted to do rather well on their own, but the pairing of their release truly amplified their success. Both movies have vastly different audiences, but people went out of their comfort zones to see both movies. This wouldn’t have happened if the movies were released on separate weekends. People wanted to be a part of the cultural event taking place, which had a little life of its own even a few weeks after the initial release.
Despite their stark differences, Barbie and Oppenheimer proved to be a power duo as their release weekend made history, being the biggest box office weekend since the start of the pandemic and the fourth-biggest collective weekend of all time. All the attention and anticipation for Barbie gave Greta Gerwig a historic box office debut, marking it as the biggest box office weekend ever for a film directed by a woman. This was huge for Hollywood, given the ongoing strikes and never-ending attempt to recover from the pandemic.
When it comes down to it, social media is the true culprit that really kicked this phenomenon into full gear. Barbenheimer is a true testament to the power of social media and the internet. All it took was one person to mash the two titles together, and suddenly, hashtags like #Barbenheimer, #Oppenbarbie, and #Barbieheimer flooded our devices and became the talking points of many conversations for many weeks.
So, what can we learn from this?
- The internet is powerful; anything can go viral. Fast.
- See an opportunity? Run with it.
- Trends come and go. Be timely and stay culturally in the know.
If you haven’t seen Barbenheimer yet, what are you waiting for?
Swift Strategy: Decoding Taylor Swift’s Branding Brilliance
Taylor Swift (n.): a renowned singer-songwriter, pop icon, and…branding mastermind?
In the ever-evolving world of the music industry, one name stands out not just as a powerhouse artist but a true branding genius: Taylor Swift. With a career that has spanned well over a decade, she has captured the hearts of millions with her music and meticulously curated a personal brand that has propelled her to new heights of fame and success. From her carefully crafted image transformations to her strategic marketing moves, Taylor Swift has demonstrated an unparalleled ability to connect with fans and stay at the forefront of popular culture.
Authenticity as the Foundation
At the heart of Taylor Swift’s branding brilliance is her unwavering commitment to authenticity. Her ability to genuinely connect with her audience has been essential to her enduring success over time. The emotional range in her lyricism from her early country days to her current global superstar status allows her to connect with her fans (AKA ‘Swifties’) on many different levels. Taylor’s openness about her personal experiences, challenges, and growth within her music has cultivated a loyal and devoted fanbase that transcends generations.
Despite her booming popularity and celebrity status, she keeps her fans at the top of her mind. From online engagements to in-person gatherings, Taylor has developed an intimate relationship with her fans, allowing them to feel like she’s not just another superstar who is out of reach. She responds to fans in TikTok comments and has personally invited fans to her home for secret listening sessions on multiple occasions, which makes them feel important. Her adeptness in internet culture plays a significant role in developing such a strong bond. Her fame continues to grow, but she never loses sight of what got her to this point in the first place: her fans. She has maintained the same genuine and authentic connection with them over the years, which has become an integral part of her brand identity.
Customer Obsession
If anyone knows a thing or two about customer obsession, it’s Taylor Swift. She has harnessed a tight grip from fans across several generations. How, though? She actively listens. She knows exactly what her fans want and how to keep them happy. For example, she collaborated with Lana Del Rey on her Midnights album for the song “Snow On The Beach”. This was a highly anticipated song because Taylor and Lana share many of the same fans. However, the song ended up being a little bit of a letdown upon first release because Lana’s vocals did not have a prominent place in the song. Swifties made it known on social media that they were disappointed, which Taylor noted. A couple of months into her Eras Tour, Taylor tweeted about how she and Lana returned to the studio to record “Snow On The Beach (Featuring More Lana Del Rey)”— a prime example of listening to what your customers want.
Even during the peak of the pandemic, when live music was non-existent, Taylor kept her fans well-fed. To no surprise, Lover Fest, a concert series that Taylor was supposed to put on in the summer of 2020, was canceled due to COVID. Swifties were sad to see the cancellation, but Taylor kept their spirits up by dropping a brand new album out of the blue named Folklore. And roughly four months later? A sister album, Evermore, dropped. During a time that was so uncertain and unpredictable, Taylor managed to strengthen her bond with her fans simply by giving them more of what they needed: her music.
Marketing Mastery
Taylor Swift’s marketing strategies are a masterclass in engaging and retaining a dedicated fan base. She leverages social platforms like Twitter, Instagram, and TikTok to give fans glimpses into her personal life, share behind-the-scenes moments, and drop cryptic hints about upcoming projects. For her most recent album, Midnights, Taylor released a mini-series on TikTok called Midnights Mayhem with Me, where she slowly revealed the track titles of her new album by randomly drawing bingo balls with track numbers. This social strategy generated a lot of buzz among fans, as people speculated outfit choices, hand placement, song names, and much more. Each new album release by Taylor Swift becomes a cultural event, ultimately driving fan engagement, media coverage, and sales.
Taylor Swift also knows how to sell her brand outside of her music. She keeps fans on their toes by heavily leaning into scarcity marketing tactics. With each album release, fans expect to see various vinyl and CD variants that are only available for a limited time. Her team even does random apparel drops on her store website, where there is often a timer ticking down to when the sale closes. It’s a simple yet effective marketing strategy that works every time, at least for Taylor Swift. Her limited-edition merchandise, more often than not, goes out of stock within hours (and sometimes minutes), which is a true testament to Taylor and her team’s understanding of her audience’s buying habits. She knows how to market herself, which naturally generates a snowball effect as fans proudly continue to promote and sell her brand to others by wearing her merchandise.
Evolution and Adaptability
Taylor Swift’s ability to adapt and evolve has been instrumental in her branding journey. She fearlessly embraces change, using each era of her career to redefine her image and sound. This evolution not only keeps her music fresh and relevant but also keeps her fans intrigued and engaged. From the innocent country sweetheart to the edgier pop sensation and later to the introspective indie artist…every era showcases a new part of her identity. As she transitions from era to era, she demonstrates her willingness to take creative risks.
Not only does she catch the attention of her loyal fanbase when she revamps her brand, but she accumulates new eyes and new ears, which naturally grows her audience. In less than a year, Taylor’s number of monthly listeners on Spotify has nearly doubled; she’s gone from 55 million monthly listeners (October 2022) to 100 million monthly listeners (August 2023). Taylor Swift’s musical evolution over time has allowed her to generate a discography where there’s a little something for everyone and, ultimately, a well-rounded brand.
Taylor Swift’s success extends beyond her music; she has effectively transformed herself into a multifaceted brand that resonates with millions worldwide. Who knew we’d have some things to learn about marketing and branding from a global superstar?
Alexa, play “Mastermind” by Taylor Swift.
Keeping It Real: Gen Z’s Hunger for Authentic Marketing and Purpose-Driven Brands
In today’s hyper-connected world, Generation Z (Gen Z) has emerged as a force to be reckoned with in the marketing landscape. Born between the mid-1990s and early 2010s, Gen Z grew up in an era of technological advancements, instant connectivity, and social media dominance: a world where information was readily available at their fingertips.
With smartphones and social media platforms shaping their formative years, Gen Z has developed a remarkable ability to filter through a vast amount of content and discern authenticity from superficiality. They yearn for more than just catchy slogans and flashy advertisements – they hunger for genuine connections, meaningful stories, and brands that align with their values. As a result, this tech-savvy generation has ushered in a new era of marketing, where authenticity and purpose-driven initiatives are paramount to capturing their attention and loyalty.
The Crave for Authenticity:
Gen Z is no stranger to the world of social media and online content. Growing up in an era of influencers, sponsored posts, and branded content, they possess a natural ability to spot inauthentic marketing attempts. For them, authenticity is key. Gen Z values transparency, honesty, and real connections. They want brands to engage with them as individuals, not just as consumers.
One of the primary reasons behind this deep desire for authenticity is the overwhelming amount of information readily available at their fingertips. As a result, they possess a natural aptitude for detecting inauthenticity. Traditional advertising tactics that rely on overt sales pitches and exaggerated claims fail to resonate with this generation. Gen Z craves honesty, transparency, and relatable content. They appreciate genuine experiences and value brands that align with their personal values.
If you haven’t seen Duolingo on TikTok, take a peek at their channel. They are the perfect example of a brand engaging with their customers as individuals, not just consumers. With 6.7 million followers and 143.5 million likes on TikTok, they have cracked the Gen Z code. But how exactly do they do it? Two words: authenticity and relatability. Playing into trends and commenting on TikToks as if they are any regular user is their claim to fame. Leaning into Gen Z’s desire for authentic and relatable content has brought them success, not only in a social sense but in a business sense. Duolingo has experienced heightened brand awareness and an increase in app installs ever since their TikTok launched in August of 2021.
As marketers, it is essential to recognize and respond to this yearning for authenticity. Evidently, it works. Just ask the Duolingo owl.
The Rise of Purpose-Driven Brands:
Gen Z is often referred to as the “purpose-driven generation.” They are highly informed, socially conscious, and deeply concerned about the world they are inheriting. Having witnessed the effects of economic instability, climate change, and social injustices, Gen Z is driven by a desire for change and actively seeks brands that share their values. According to various studies, Gen Z is more likely to support socially and environmentally conscious brands.
Purpose-driven brands resonate with Gen Z because they go beyond just selling products or services. They have a clear mission and a set of values that align with those of their target audience. These brands actively contribute to causes and champion social and environmental justice. Gen Z sees them as catalysts for change and values their commitment to making a difference. By supporting these brands, Gen Z feels like they are able to make a tangible difference in changing the world for the better.
Strategies for Engaging Gen Z:
To effectively engage Gen Z, brands need to adopt marketing strategies that embrace authenticity and purpose. Here are a few key strategies:
- Storytelling: Gen Z responds well to compelling narratives. Use authentic storytelling to connect with their emotions and demonstrate your brand’s values and purpose. Share stories of real people and real experiences that align with your brand’s mission.
- Transparency and Honesty: Gen Z appreciates transparency. Be open about your brand’s practices, supply chain, and the steps you’re taking to address social and environmental issues. Show them you’re committed to making a positive impact, and invite them to join you on your journey.
- Social Media Presence: Gen Z spends a significant amount of time on social media platforms. Establish a strong presence on platforms like Instagram, TikTok, and Snapchat, where you can connect with them directly. Engage in conversations, respond to comments, and leverage social media influencers who share your brand’s values.
- Cause Marketing: Partner with charitable organizations or launch initiatives that support causes relevant to Gen Z’s concerns. Genuine cause marketing efforts can help build trust and foster a deeper connection with this generation.
- Diversity and Inclusivity: Gen Z is the most diverse generation to date, and they value inclusivity and representation. Prioritize diversity in your marketing, product development, and workforce. They are attracted to brands that celebrate differences and challenge societal norms, as they believe in a world where everyone is seen, heard, and valued. So, be that brand that lets people be heard, seen, and celebrated.
Gen Z’s desire for authentic marketing and purpose-driven brands presents both challenges and opportunities for marketers. By understanding the values and aspirations of this generation, brands can create genuine connections, foster trust, and drive meaningful change. The key lies in embracing authenticity, storytelling, and purpose, as brands that do so will undoubtedly capture the attention and loyalty of Gen Z, the future drivers of the market.
Catalyst for Change: Our Commitment to Changing the Industry (and World)
Catalyst Marketing Agency is committed to change by nurturing a diverse and inclusive workplace where all employees can thrive and authentically be themselves. We are proud to grow our “Catalyst for Change” program, supporting our Equity, Diversity, and Inclusion (EDI) initiatives.
Catalyst for Change is more than just a program; it is a movement. It is a call to action for all of us to take responsibility for creating a more equitable and inclusive world. Our EDI program is designed to provide our employees and clients with opportunities to learn, grow, and make a difference. EDI is not just a trend but a long-term commitment that requires ongoing effort and dedication.
What is EDI, and why does it matter?
EDI stands for Equity, Diversity, and Inclusion. It refers to creating a workplace culture that is inclusive and respectful of all individuals, regardless of their race, gender, religion, sexual orientation, or any other personal characteristic. In marketing, EDI is critical because it helps ensure that our campaigns and messages represent the diverse communities we serve. By promoting EDI, we create meaningful and impactful marketing that resonates with our audiences.
Opportunities to learn and grow
Education is the key to creating real and lasting change. That’s why we are committed to providing regular educational opportunities for our employees to grow inside and outside of the workplace. This includes:
- Monthly team meetings, where a designated employee will present on a topic of their choice (e.g., gender inclusivity, ageism in marketing, unconscious bias, and more)
- Quarterly meetings with experts in EDI
- Yearly local and non-local volunteer opportunities so our employees can give back to their communities
In addition to educating our employees, we believe it’s essential to inform our clients about the importance of EDI in marketing. Through Catalyst for Change, we are promoting EDI practices to our clients to help them understand EDI’s critical role in creating effective, impactful marketing campaigns.
Learn from experts
We understand that creating a genuinely inclusive workplace requires expertise from a wide range of sources. In addition to our employee insight, we are partnering with some experts in the field of EDI, who will share their knowledge and experience with us. From seasoned professionals to cutting-edge researchers, we learn from the best and brightest in the field.
Give back to the community
As a profitable business, we are responsible for giving back to the communities in which we work and live. That’s why we value using our resources, time, and expertise to support organizations and initiatives that advance diversity and inclusion. We understand that EDI is not just about what we do internally but also about our impact on society.
With Catalyst for Change, we hope to lead by example and inspire other organizations to prioritize EDI as well. Join us on this journey, where we can create a more inclusive, equitable world and be a catalyst for positive change together.
Amp up your B2B content marketing in 2023
It’s the most wonderful time of the year:
No, we don’t mean Christmas (even if we are ready to marathon-watch Die Hard and Home Alone).
We mean the B2B marketer’s most wonderful time of the year: Time to unpack the 13th annual B2B content marketing report from the Content Marketing Institute. A report chock full of insights into content marketing benchmarks in 2022 and trends for 2023.
We recommend reading the whole dang thing, but here are some of the highlights:
Content marketing is more important than ever before
Surprise! (Just kidding; nobody’s surprised.) Content marketing continues to grow in importance year over year. A hefty 71% of marketers said content marketing has become more important to their business in the last year. For another 25%, content’s importance held steady. And just 4% said content marketing’s importance was waning.
We hate to keep banging the same drum (okay, okay, actually we love it; we will beat this drum ‘til you pry it from our cold, dead fingers), but content marketing is always going to have a huge place in marketing strategy. Whatever the format, the trends, the flavor of the month—from TikTok to blogs to microsites—brands must have something to say to their audiences if they want to garner attention.
And yet…still just 40% of marketers have a documented strategy
Yep. Even in 2022, more than half of marketing teams are either trying to hold a whole strategy in their heads or throwing content like darts at a dartboard…blindfolded…hoping something sticks.
As content marketing grows in importance, this stat feels ever more ridiculous. If you don’t have a documented strategy, you are leaving money on the table. No, actually, it’s worse than that: you’re handing money to your competitors.
If you don’t have a documented strategy, it’s time to knock that up to #1 on your priority list.
It’s time to build your contractor list
As many of us know all too well, the Great Resignation is still hitting pretty hard. People burned the candle at both ends during the pandemic and then up and quit their jobs. And that domino effect keeps on knocking its way through the employee ranks.
So it’s another non-surprise for us to see that nearly half of those surveyed said they’ll be hiring or contracting out in 2023. Internal employees need the support if you are going to hang onto them, and as content demands grow, ad agencies (oh hey, like us) and contractors can be the most pain-free way to pick up the slack.
In-person events are back with a vengeance
In 2022, 49% of marketers said in-person events were part of their strategy. And thrillingly, the results solidly supported this increase, with marketers reporting events as the #1 results-generating tactic of the year. Accordingly, 52% said investment in events will rise in 2023.
Diversity and inclusion correlate to success
We should all be prioritizing diversity and inclusion because it’s the right thing to do. But also: it comes with business rewards. The most successful marketers in the survey overwhelmingly (70%) said that diversity and inclusion play a key part in the organization’s decision-making.
This tracks with past research by Gartner that says diverse teams perform 30% better and a study by McKinsey that found diverse companies are 36% more profitable than homogenous ones.
What will your 2023 content marketing look like?
Armed with these insights, it’s a good time to take a look at your 2023 plan and ask how you can incorporate the benchmarks and trends that surfaced in this year’s survey.
And if you need a little help? Well, that’s what we’re here for. Whether you need someone to document your content marketing strategy or help you find talent to fill out your team, we’ve got you.
Branding. Brands. And getting people to buy from YOU.
Branding and How to Attract Your Customers
Brand building has been going on for decades now, and we’ve all been overwhelmed at some point by having the world’s largest brands shoved down our throats.
For a long time now, it’s been: “Get your brand in front of them EARLY and OFTEN!” While I don’t disagree with the strategy, I think consumers are tired, and nowadays, it can turn people off – frankly, it can do more harm than good.
The consumer mindset has changed. People have gotten smart and see through some of the tried-and-true tactics in the ad/marketing/sales world. So how do we do it? How do we get brands in front of the people willing to buy? How do we get to the top of their minds when they are considering making a purchase? Great question.
Now, I’m not one to disagree with someone like Steve Jobs – at least not frequently. But I’ll pick on his quote, “Customers don’t know what they want until we show them.” To me, the approach of “tell them what they want, and they will buy it” worked for Apple and maybe only Apple.
But what about for brands that sell similar products to everyone else in their category? What about selling to the customer looking for the best running shoes with no brand in mind? They have a million options and Google at their fingertips. Simply putting your product in front of them and telling them they need it won’t do the trick anymore. It looks like this:
Customer: I need new running shoes.
Brand: Buy ours! They have foam and…laces!
Customer: Yes. So does (insert any other shoe brand). Why should I buy from you?
Brand: …ah…because ours are better!
Customer: That’s what (insert any other brand) said.
Brand: …ah… want free shipping?
(Spoiler alert: shoving product features and benefits (F&Bs) at people doesn’t work anymore.)
Now, don’t take this as F&Bs aren’t important. They are, and they have a place in the buyer journey. But today’s customer wants more – more from the product and more from the brand.
That’s why to me, it’s less about telling the customer what they need and why they need it. The challenge for brands today is to answer this: You can get this anywhere, but here is why you should buy it from US.
How many brands have you seen answer the “Why Us” question without giving a laundry list of all the product details? How often do you see a brand authentically lead with emotional benefits while saving the functional benefits for later?
Pretty hard, right? I’ll give you one. Patagonia. Honestly, I have no clue how or why this thin little jacket I’m wearing keeps me warm, and I really don’t care. But I can tell you what they stand for and why I am proud to purchase from them. I could have gone with a Columbia for half the price and still be pretty warm. The brand got me on an emotional level. They answered the question – you could get this type of product from a bunch of other brands, but here is why you should get it from us. And it’s working.
So brands, my advice is this: Yes, I realize you didn’t ask for advice from some no-name strategist from Denver, but I’m going to give it to you anyway…hell, you read this far!
Put your product fact sheets away.
Stop asking your Product Managers for “more things to talk about.”
Stop shoving your product down the consumer’s throat until they put you on their “Do not buy from them” list.
Uncover what you stand for.
Answer this: If I couldn’t use one product detail, why would people buy from us?
Dig deep. Ask around. Find what you believe in, and then keep digging. In the end, you just might find the SOUL of your brand. Then and only then will you sell a shit load more to today’s consumer.
7 podcasts & audiobooks to challenge and inspire
Podcasts! They’ve been growing steadily since the 2000s, and these days, more than half the US (62%, according to Buzzsprout) has given them a try. A tidy 26% of those surveyed listen every single week.
Friends, I am one of those weekly listeners.
No, scratch that. I’m a daily listener. In a car, on a train, on a walk, [insert Dr. Seuss rhyme here]. I’m stretching this marketer’s brain, packing it full of creativity and stories and new ideas all the time.
And if you’re thinking, man, that sounds good. I’d like to learn something new while folding laundry or browsing grocery store shelves! I’ve got you covered.
But not with the typical lists other marketing agencies might throw at you.
Because there are already hundreds of lists of top marketing podcasts you should be listening to. And they tend to cover the same territory.
Here, we’re not going to do that. My list of suggestions skirts the edges of marketing, looking to disciplines like psychology, linguistics, and storytelling to stretch my marketing muscles in even more ways than the usual suspects.
If you’d like to join me in stretching into those skillsets, here are seven podcasts and audiobooks (my other great audio love) that make me think and leave me inspired:
The Allusionist
While certainly, some marketing is visual or musical, most marketing has some element of words. So understanding how language works, how it shifts over time, and where words came from can be damn useful.
Which is why I love The Allusionist. A podcast about all things language.
Check out recent episodes on Objectivity and Rainbow Washing for interesting, relevant info for marketers (and other creatives).
Ologies
From sea turtles to personality psychology, Ologies covers anything scientists study. And this includes quite a few topics relevant to marketers (there’s even an episode called TikTokology).
For insights into how people think, don’t miss episodes titled Attention-Deficit Neuropsychology (ADHD), Eudemonology (happiness), Economic Sociology, and Fanthropology (fandom).
For fun and hilarity and a brain break, dive into Teuthology (squids) and Foraging Ecology.
The Screenwriting Life
What can marketers learn from screenwriters? Turns out, a lot.
The Screenwriting Life, run by two screenwriters who worked together on the iconic Pixar film Inside Out, covers everything from how to pitch big ideas in short, compelling ways to how to navigate demanding client and partner relationships. You can even listen to them critique pitches in real time on some of their live episodes.
Episodes 76 (how to give great notes), 69 (comedic writing), and 67 (knowing when to quit) might be good starting points for those new to the podcast.
Switch: How to Change When Change is Hard (audiobook)
Change is ________.
If I ask you to fill in the blank, chances are you’ll toss the word hard into that empty space. Because that truism has been drilled into us everywhere from work to home and in-between.
This book acknowledges those challenges but gives real-world examples of huge shifts successfully accomplished. In business, in deeply personal causes, and in people’s lives.
Want to know how to shift your organization’s trajectory or change customer thinking? This audiobook is for you.
Teenager Therapy
Is your target audience teens, college students, or young adults? The Teenager Therapy podcast is run by five teens navigating life honestly and in real time with their audience. Add to your arsenal of data points on this demographic and your empathy for them by listening to them share openly about their lives and struggles in high school, college, first jobs, and more.
White Homework
Committed to a diverse and inclusive workplace and diverse, inclusive marketing? White Homework, a podcast from anti-racist activist Tori Williams Douglass, is coming at you with bite-sized episodes that’ll help you understand and implement change.
Super Better (audiobook)
Here’s another surprising place marketers can learn a thing or two: games. Join author Jane McGonigal in Super Better to learn how games work, how our minds respond to games, and how you can create a game out of almost anything (nudge, nudge, including marketing campaigns). You might recognize Jane’s name from her viral TED Talk a few years back. If you loved that, the book goes even deeper, weaving stories and games together with the data from hundreds of studies on all things game.
Time to don your headphones
There you have it. Seven great audio sources of inspiration and creativity for marketers.
And if you need more inspiration and creativity? Well, you know where to find us. We’re always up for a conversation about your marketing.
5 marketing trends for the savvy marketer in 2022
Marketing has always been a challenging job—and the stress levels are only climbing higher year-over-year.
In 2019, stress was on the upswing, and marketing leaders were predicting major changes in the next three years. And, hoo boy, did they not expect just how big those changes would be.
Since then, the pandemic has facilitated a huge spike in virtual events. Digital transformation jolted into warp speed. Companies expanded to reach new segments and geographies. And—unsurprisingly—internet sales jumped and jumped again.
And as the world continues to change around us at a rapid clip, so too does marketing.
So, what’s a savvy marketer to do? What should you be keeping an eye on or testing out in 2022? Check out our take.
The era of the granfluencer is here
If you grew up in the era of swing dances in the firehouse, feel nostalgic for I Dream of Jeannie, and remember frequenting the local five and dime, I have good news: the world of marketing is starting to recognize your generation’s power as influencers. Or as they are now known, the granfluencer.
Gone are the days where the whole influencer landscape was baby-faced fashionistas and college-age BookTokers and 20-somethings who left their dead-end jobs to travel the world.
Finally, some seniors are getting the recognition they deserve. They’re cooking for the camera, showing off their fashion sense, and gaining loyal followings of (much) younger fans. And marketing and media are sitting up and paying attention.
In other words: the era of the granfluencer is here, baby.
How does marketing define granfluencer? Most identify them as seniors (70+) with a massive following. And—perhaps surprisingly—that following is usually young. Gen Z are often the ones turning these badass grandmas into marketing powerhouses.
So, what does this mean for marketers?
First, if you have an influencer strategy, don’t assume people stick to their own demographics.
If you want to reach Gen Z, you may choose Helen—who’s been “stealin yo man since 1928” according to her Insta profile—alongside your early-20s usual influencer suspects.
Going after gamers? Shirley’s 987K YouTube subscribers might just be your gold mine.
Hoping to catch the attention of fashion-forward Millennials? Grece is your girl.
In other words, look across age lines for your influencers. Audience is more important than the influencer’s age (or background).
Possibly even cooler, with the rise of the seniors comes the rise of every group. 50+ Carla and Barbara are killing it in fashion on TikTok. Cody is gathering the queer youth under his wings and educating us about asexuality in his 40s. And 60+ Janice has been instructing younger audiences on the art of solo travel for 10+ years. (So, if you ever made your crush a mixtape, can still sing the Duck Tales theme song—woo-oo—or know what a Thundercat is, congratulations! You—and I—are possible influencers, too.)
The second thing this means for marketers? We’ve got an opportunity to bust some myths and reach a wider audience.
Fashion isn’t just for models and young people. It’s for Carla and Barbara, Grece and Shirley. Game companies don’t have to exclusively target young men. And people in their 60s, 70s, 80s, and beyond? They can be living their best lives, too. On main.
This is both inspiration and marketing strategy. And not only does it reach the Gen Z audience driving so much of this engagement, but it also appeals to people in the middle. Older Millennials aren’t looking to college students for their fashion sense. They’re looking ahead at these powerful women a decade or two (or four or five) older. Same thing for other life choices: what books to read, home styles, starting a business, and/or traveling. Influencers from an older generation show us what our lives could look like later, encourage us to look forward instead of back.
(Can you tell I love these granfluencers with my whole heart?)
So, here’s the bottom line: it’s time to expand your influencer strategy. Time to think a little differently about who has the ear of your target audience.
And if you need some help thinking it through? That’s what we’re here for.
Image credit: https://www.instagram.com/baddiewinkle/
Your website is (still) the best place to talk product benefits
Ask customers where they want to learn about your product benefits, and the answer is probably your website.
We know because that’s what we see in our own work. And we know because this September, a study asked consumers just that: Where do you go to understand product benefits?
Which begs the question: How well is your website showcasing your product?
Here are some questions to help you assess:
How quickly can someone find your product when they land on the site?
Are product pages buried deep in your navigation or are they front-and-center? Does your homepage point toward your most important product pages? Is there a clear call to action leading people deeper into the product content?
53% of mobile users will leave a site if it takes more than three seconds to load. And finding information is a similarly lightning-paced task. If they can’t find what they need, they’re going to peace on out.
How conversational are your product pages?
One of our contractors used to be responsible for evaluating and making recommendations on tech products for a large corporation. Ask for her advice on product content, and she’ll tell you this:
After dozens of evaluations, the last thing she wanted to do was read yet another jargon-filled, self-praising piece of product content. The relief she felt when product pages were simple and jargon-free was immense. Seriously: hallelujah-your-product-just-moved-to-the-front-of-the-line immense.
She needed the information about what the product could do, whether it met company requirements, etc., but combing through lengthy documentation written by tech dudes made her want to scream into the Icelandic void.
And she’s not the only one. Studies show that people—including highly educated and tech-savvy people—respond better to simple language. So take a look at your product pages and one-sheets. How easy are they to understand? What grade level is the writing? Are you using jargon when you could use plain language?
How clear are your next steps?
Once someone has read your product page, what should they do next? Set up a demo? Set up a call? Give you their phone number so a salesperson can follow up? Start a free trial? Buy now?
Too often, we see product pages that simply…end. No next steps. No link to follow. No free trial button. Nada.
And phew, if your product pages look like this, it’s one of the quickest, easiest, and most important things you can change. Move people along your funnel. Nudge them past those early research stages and into falling in love with how your product can solve their problems.
Are you sharing the right visuals?
Do you have a visually pleasing dashboard in your product? Show it off! Have a process that your competitors do in five steps but your system does in one? Put it front and center!
Understand what problems your customers are trying to solve with your product and what visuals will help them understand instantly that your product solves them. Sometimes this means photos. Sometimes illustrations. Sometimes video. But it almost always includes some kind of visual.
What kind of social proof can you offer?
Product decisions are often big commitments, especially in B2B. And when people are making a big decision, they want to hear how it’s worked out for others. So make sure your product pages showcase testimonials, link out to case studies, or otherwise loop in social proof that your product does what you claim and solves the problems plaguing your customers.
And, as always, if you need some help making sure your product pages are knocking your results out of the park—we’re here for it. Contact us anytime to talk strategy.