Tag Archives: marketing

What Classic Nickelodeon Characters Can Teach You About Marketing

Since the early ‘90s, Nickelodeon has been considered the king of kid’s cartoons, with a laundry list of classics running the gamut from Hey! Arnold to Rugrats to my personal favorite, Doug. Many of the characters from these colorful shows still stand as beloved childhood relics for millions of people. Their continued influence has brought “The Splat”, a programming block filled with reruns of these classics that airs nightly on TeenNick, to a new generation. So you might be wondering what a sponge living in a pineapple under the sea or a kid with a football-shaped head could possibly teach you about marketing. Read on.

Being true to your brand is key in the sharing world.

If you don’t know who Spongebob Squarepants is, you truly live under a rock. (And your name might be Patrick.) As the jovial inhabitant of a pineapple in Bikini Bottom and fry cook at The Krusty Krab, Spongebob knows the true meaning of sticking to a personal brand. His “brand” is equal parts happy-go-lucky and clueless. Got stung while jellyfish hunting? Got yelled at by his boss, Mr. Krabs? Got shunned by his jaded neighbor, Squidward? His mile-wide smile is never gone for long after.

The same should be said for your brand. For example: you’re a pharmaceutical company that has always had a somewhat modest tone in brand messaging. During big events like sporting events or awards ceremonies, don’t go tweeting a bunch of questionable content just because you needed to post something “timely”. Always stick to your brand’s target messaging and values, even on social media.

 An assorted cast of marketing vehicles can make for a stunning result.  

Hey! Arnold ran on Nickelodeon for five seasons, with each episode centered around an idealistic kid named Arnold with an intriguingly football-shaped head. Arnold resided in the inner-city Sunset Arms boarding house ran by his grandparents, with the “city” essentially being a fictionalized New York. The residents of the boarding house proved to be one of the most fascinating aspects of the show: there’s Oskar, who proves to be a con artist, Ernie, a man with a Napoleon complex, and Mr. Hyunh, a Vietnamese immigrant with a secret talent for singing country, and many more. While each character appears to be from a different walk of life, each serves a major purpose in Arnold’s life, teaching him (whether they realize it or not) the ins and outs of growing up in the city.

An assorted cast like that is how marketing programs should be approached. In today’s connected world, 360 or cohesive, multi-channel programs have resonated with shoppers far more than programs with siloed methods and vehicles. Just like the Sunset Arms boarding house, each character (or channel) is different, but all work toward a major purpose.

It takes the right people to reach the right audiences.

The Wild Thornberries depicted a family of documentary filmmakers who trotted the globe to televise wildlife. In center stage? Eliza Thornberry, a young girl with a secret ability to communicate with animals, including the family’s pet chimpanzee, Darwin. The series follows the duo getting chummy with several wild animal species while learning lessons through each particular animal’s lifestyle.

Is your brand needing to gain insights about or resonate with a particular audience? The best way to do so is through people that speak the audience’s language and that have gained their trust. These people are social influencers. As today’s predominant builders of brand loyalty, they know what their audience will respond or not respond to. Employ them as a trusted resource with the ability to communicate with the audiences you want to reach.

What does Spongebob Squarepants have to do with marketing? Much more than you think! Click To Tweet

What are your favorite classic Nickelodeon cartoons? Let us know in the comments!

Influencer Marketing, Shopper Marketing, Shopper Social Media, Content Marketing, Collective Bias, 12 Ways to Kill Authentic Content

Influencer Marketing Update: Non-Celebrity Influencers 10 Times More Likely to Drive In-Store Purchases

Results of a Nationwide Survey Reveal Millennials Prefer “Peer” Endorsements to those of Celebrities

BENTONVILLE, Ark., March 29, 2016 Collective Bias, a leader in shopper-focused influencer marketing, today published results of a large-scale national survey investigating how U.S. consumers’ online behaviors impact in-store purchase decisions. The survey, fielded to nearly 14,000 adults in early March, found that 30 percent of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity. Of that number, 70 percent of 18 to 34 year-olds had the highest preference for “peer” endorsement.

Only three percent of consumers would consider buying a product in-store if it was endorsed by a celebrity, but celebrity testimonials were just one of the traditional advertising vehicles to rank low among respondents. Those surveyed cited TV (7.4 percent), print (4.7 percent) and digital (4.5 percent) advertisements as the least influential forms of communication when shopping for products in-store. The results point to a growing ineffectiveness of traditional advertising and the need for brands to embrace alternative forms of marketing to drive sales.Only 3% of consumers would consider buying a product in-store if it was endorsed by a celebrity. Click To Tweet

The recent Collective Bias survey also investigated other trends in digital and social behaviors and in-store shopping. Highlights include:

     •  Consumers are consulting blogs and social media on their mobile devices prior to shopping. Nearly 60 percent of survey respondents have taken a blog review or social media post viewed on a smartphone or tablet into consideration while shopping in-store.  

     •  Men are 2x more influenced by blog reviews than women. One in five men (18.3 percent) have had blog reviews influence in-store purchases, compared to only one in 10 women (9.2 percent) who have done the same. 

     •  Men and women differ in which product categories they research online. U.S. male consumers (34.4 percent) have purchased consumer electronics in-store about twice as often as women (15.4 percent) as a result of reading a blog review or social media post.

     •  Twitter is not used first or most often by consumers researching products online. Only two percent of respondents checked Twitter first when researching products, and less than 2 percent said Twitter had the most influence on their decision to complete an in-store purchase.

     •  But, Facebook and YouTube are the most persuasive channels. About 19 percent of consumers Find Facebook to influence their purchasing decision most, with YouTube coming in second at nearly 18 percent. YouTube is especially popular with men (22.8 percent) compared to women (13.9 percent).

60% of respondents have taken blog or social media posts into consideration while shopping. Click To Tweet“With little data available on the current state of influencer marketing, the findings of this report strongly indicate that consumers are less engaged with advertisements and seemingly disingenuous celebrity endorsements,” said Bill Sussman, CEO of Collective Bias. “As ad blocking continues to grow, it only further threatens the effectiveness of traditional ad techniques to deliver ROI, meaning brand marketers will need to turn to more effective alternatives such as influencer content.”

For more information about Collective Bias, visit www.collectivebias.com.

About Collective Bias

Collective Bias’ innovative Shopper Social Media™ platform connects authentic, real-life influencer content with key audiences to impact results at a particular retailer. At the forefront of influencer marketing and measurement, Collective Bias’ proprietary data and technology enables influencer selection and management, resulting in campaigns that drive true engagement and impact sales for leading brands across multiple verticals. Collective Bias was named one of Forbes’ “Most Promising Companies” three years in a row and listed in the “Inc. 5000.” Founded in 2009, the company and has offices in New York, Chicago, San Francisco, Cincinnati, Minneapolis and Bentonville.

Social Fabric® is Collective Bias’ hand-selected community of over 5,000 shopping-focused influencers with an aggregate multi-channel reach in excess of 120 million. For more information, please visit Collectivebias.com or find us on Facebook and Twitter.

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Media Contacts:

Mailena Urso

Collective Bias



Sydney Fiorentino

SHIFT Communications




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5 Sure-Fire Ways to Reach Millennials this Holiday Season

Written by Shannon Stubbs

When it comes to marketing, there is no one size fits all method. Some generations are easier to market to than others. There are print ads, TV ads, internet ads, social media discounts and coupons and so much more. Today we are going to talk about how you can successfully reach Millennial parents this holiday season.  

Concentrate online.  

It probably comes as no surprise that millennials get most of their information from the internet in some way, shape or form. From laptops to smartphones, this generation is getting their news, shopping deals and education from the internet. Not only that, but they are sharing their life very publicly.  

Stay social.

To be successful at marketing to these folks, you need to stay social online with them. Give them a reason to connect with your brand. Three quarters of millennials have a profile on at least one social media account and they are sharing their thoughts, opinions and experiences.  

Make it count.

Since 3/4 of millennials have a social media profile, you can bet they are sharing the great experiences (both great and horrible) they have had with a brand. More than that, they are sharing these opinions on and offline. If they aren’t getting the results they want trying to fix a problem, you can count on them to call you out on social media. They are also going to share their fantastic experiences on your social media pages so make it count.

Loyalty matters.

Does your brand offer a loyalty program? Research shows that millennials favor brands who offer a loyalty or reward program with 78% of them saying they are more likely to purchase from brands offering these types of programs. 

Engage them.

Millennials want to be a part of what is trendy, fashionable and what their friends are doing. You have to draw them in by making them feel like they matter. 

As a brand, how have you seen marketing shift over the last few generations?  Do you find millennials more or less difficult to market to than other generations?

About the Author: Shannon is a busy mom of 3 wonderful little ones, Realtor, and blogger. You can find her at www.OurPieceOfEarth.com where she writes about just about anything. You will find a variety of topics including parenting tips, eco friendly living tips, party planning ideas, recipes and so much more. Soon you will find homeschooling tips, tricks and fun activities.  

Content Marketing World 2015: Day One Reflections

In Cleveland for less that 24 hours for the 2015 Content Marketing World Conference, I’ve already learned the following:
This is a big industry. 
I joined over 3,500 attendees in the massive Cleveland Convention Center for this morning’s keynote. After 6 years at Collective Bias, my daily view of the content marketing world looks a lot like the work we do. In reality, our industry is growing and evolving at a rapid pace.
Marketer, Heal Thyself.

When I checked in to the conference, I received the obligatory bag o’ stuff full of inserts from vendors and conference advertisers. Out of maybe three dozen pieces of collateral, only two got my attention. Most of the collateral promised chances to win things for stopping by booths or communicated flat value propositions for this technology vs its competitor.

The two noteworthy pieces were actual white papers. Their producers did what we should all do when producing content for our customers. They remembered that I’m here to learn and grow and gave me information that will help me do that. Thanks to that information, I kept their bag inserts while everything else ended up in my hotel room trash can.

“Competition commodifies competency…”

according to Jay Baer. Like I said before, I sat in a room with 3,500 other content marketers. Many of them represented technology companies that want to help marketers produce their own content in-house. Many of them were those marketers for B2C or B2B brands looking to engage customers with content, and some of them were influencer marketers like myself. That’s a lot of people working in the same space.

In this increasingly crowded space producing tons of content, how can you differentiate yourself from competitors? Baer advocates for passion as your secret in your content marketing sauce. Commodified industries become boring fast, and boring content will engage no one. You need to find content (and content producers) passionate about their work so that passion will translate to their readers.


Tapping the Influence of Latinos to Get ‘Mas’

Food from other countries is new and exciting; an abundance of flavors we’ve never tasted before await us. We have curious palates. America has become the home of several cultures and their foods over the years. People of all different cultures are now shopping in the “ethnic aisle” at grocery stores. Interest in Mexican and Pan-Latin food is growing immensely. Nearly 73 percent of all U.S. consumers are using Mexican food and ingredients indicating that brands may be limiting their consumer buying potential when only marketing to Hispanics.

Collective Bias CEO, Bill Sussman, explores the increase of Mexican and Pan-Latin food on American’s plates in his Progressive Grocer article. ColectivaLatina conducted a survey along with The Padilla Group to understand who is buying Hispanic products at the grocery store. The results provided three different segments of shoppers across different demographics. It is important for marketers to know and use this information to effectively reach consumers with appropriately tailored messages.

Bill states that “because mainstream culture is increasingly shaped by the attitudes, tastes and preference of multiple ethnicities and races, a single overarching message or general market approach will not work.” Learn how marketers, retailers and brands can adapt to consumer changes by reading Progressive Grocer.

Reach Moms Through Storytelling and Podcasts

Podcasts are growing in popularity in the United States, especially among moms. They have more things to do in less time while staying connected with the world. Serial, a growing podcast, has successfully created space for women to enter the social conversation and  create content. Podcasts are giving moms the availability to do it all and know it all at the same time.

Holly Pavlika shows how brands can use podcasts to break through the clutter and reach the highly influential audience of moms in her latest MediaPost article, “Reach Moms Through Storytelling And Podcasts”.
To learn more on how podcasts are changing the way busy moms can receive information, check out MediaPost Engage:Moms.

Marketing to the Male Consumer in 2015

Written by Jason Francis

As businesses continue to open up to the value of the single male’s dollars, it creates the need for new ways to engage men beyond the usual ways we would be presented material. I’ve always been a fan of showcasing how a brand works within the life of the consumer. The ability to glamorize what is usually a pretty mundane activity can open up a number of new engagement possibilities. Media is so wide open now that it has made marketing a hands-on interactive affair.

In the new year, utilizing Google Chats can be a great new way to gain the interest of the male consumers. Commercials are nice, but the ability to speak with and to actual members of your target market is even better. Ask for brand testimonials via video submission and then find the better of the best to have on an official brand Google Hangout. Men want to know their views are being taken seriously and the visibility of the Hangout is an ideal brand advocacy strategy.

Along with interactive social multimedia, the incorporation of location-specific tech like iBeacons can bring a whole new marketing dimension to a brand. On-site events catering to men can be taken to another level with the proper implementation of this technology. Imagine a man’s health spa or lifestyle event. As consumer visit various areas of the venue, specific messaging can be sent to them via the respective brand’s app. In addition to that, as the consumers engage with this messaging and deliver feedback, we could unlock additional perks at the event they are attending. The only limits are your imagination, truthfully.

The key is to NOT treat men like the single-minded, beer drinking, BBQ’ing sports fan. Embrace the concept that men have a full lifestyle culture that goes beyond ESPN. Watch creation, Cognac aging, Cigar rolling, even something like yoga is very much within the modern man’s wheelhouse. In short, explore the opposite of the expected rough male persona, which today’s social media has made so much easier.

About The Writer: Jason Francis is a Writer, Blogger and Social Media consultant. He specializes in connecting the rapidly growing world of digital media and entrepreneurship via social media. His site www.TheSocialMediaSamurai.com speaks on a number of social, technical and professional issues that affect the lives of young business people. In addition to this, he helps manage the Nomadness Travel Tribe, an international collective with over 7000 members worldwide.


Are You Marketing to Single Men Properly?

Written by Jason Francis

You Leave A Lot of Money on the Floor By Not Marketing to Single Young Men

For years we’ve been told that the focus of marketing needs to solely geared towards women. They are viewed as the decision makers when it comes to the family shopping and, generally speaking, the average woman spends more on their personal items then men do. Those facts notwithstanding, you’re still doing yourself a disservice ignoring the male demographic. Guys do more than BBQ burgers, hot dogs and chicken to watch sports. Now don’t get me wrong, we greatly enjoy those things but the modern man is far more diverse than that. Marketers need to step back and take a closer look at how we live our lives so they can better connect with our daily experience.

The key to effectively engaging the single young man of today is to let go of the outdated beliefs that have for centuries been attributed to being a man. You’re not selling to Al Bundy here. Today’s single man is fashion-forward. He is technologically aware and indulges in pleasures in a manner very similar  to women. By this, I mean his personal upkeep is an area to focus on. Hair care, which includes shaving, is very important. Along with that, skin care is a major area of attention for single men as well. If he is out and enjoying a social life, it’s a safe bet the ladies he interacts with take notice of the condition of his skin. You can also include men fragrances into that mix. When given the opportunity, we actually prefer smelling good and again, those that interact with us, enjoy it as well.

Besides the personal upkeep items for men, you also have to understand that we are very mobile, quick-moving, task-orientated creatures. We don’t enter stores without any idea of what we want. We get in and get out with very little browsing. To that extent, mobile technology is a major tool for us. Apps that streamline activities and simplify everyday duties are a major marketing opportunity. It’s all about multitasking. Travel is an ideal example of this. Much of the wearable tech coming out speaks to the traveling, off-road adventurer. Digital eyewear and fitted cap cams are ideal for capturing the activities of an enjoyable active vacation. The audio market of designer headphones or the fitness field that is allowing for greater vital stat measuring via sports bands is big on the active man’s want list.

From a business standpoint, it will always be a bigger gain to target women. I wouldn’t even attempt to argue that. However, to ignore the male market is to leave money on the table that is ready to be spent. All people like nice things. There is no monopoly on enjoyment and pleasure. Men are not the monolithic cave men of times passed. Their engagement is something that marketers should value highly. Single men are viewed as leaders within their social circles and their influence does lead others to act as well. Market towards men and see the return on your investment.

About The Writer: Jason Francis is a Writer, Blogger and Social Media consultant. He specializes in connecting the rapidly growing world of digital media and entrepreneurship via social media. His site www.TheSocialMediaSamurai.com speaks on a number of social, technical and professional issues that affect the lives of young business people. In addition to this, he helps manage the Nomadness Travel Tribe, an international collective with over 7000 members worldwide.


Dads are Getting Schooled

There were more than 2 million stay-at-home dads in the US in 2012. With more dads participating in more school activities, the traditional, “mom exclusive,” messaging for back-to-school advertising just doesn’t cut it anymore. Brands need to craft a message that influences the entire family, in a “We’re in this together” style. But how?

Holly Pavilka’s interview with Tim Sullivan, President of School Family Mobile introduces the changing demographic and getting connected with the person holding the family’s purse strings.  Tim says, ” Dad is typically a dolt or never home.  Just like moms making lunches and driving mini vans.  We need to identify dad in more realistic ways.”  Here are five ways on how to do this:

  • use humor: show dad joking and having fun with his family
  • portray dad as confident
  • use messaging that is pointed and quick
  • showcase dad as problem solver–emotional and thoughtful
  • present dad as connected and not reliant on mom to save him

To see more ways on how brands should approach this new messaging and portray dads, read Holly’s article, Dads are Getting Schooled, on MediaPost.

Where to Focus Your Marketing Efforts When Targeting Hispanics

Written by Natalia Carter

I still remember my first marketing class when I had to organize a business strategy. The most important page was where we have to define the target, as it is the key to designing all the sales tactics. This has not changed. But considering that my classes were taken in Colombia, there were many points that now, as resident of the United States, we did not consider. The American market is characterized as multicultural. We are talking about a country of immigrants. And where once a minority, Hispanic immigrants now make up a large part of the population. Most brands have been working to connect with and sell to this demographic, with mixed results.  So this begs the question where should you focus your target efforts when your audience is Hispanic?

To answer this question we must first recognize that over 60% of Hispanics in this country have Mexican heritage. As a result, there is a general preference for a certain kind of language. In the case of those Hispanics with Mexican heritage, it is the Spanish spoken in Mexico. As a rule, when a brand is specifically targeting a group of people it is preferable to keep the language spoken in that country. Once this is understood, we must then consider the next useful classification: age.

Usually Hispanics over 45 years old reported feeling more comfortable buying when the message is transmitted in their first language. They are also more likely to watch TV and be influenced by commercials. Also, word of mouth is still popular. On the other hand, the younger audience is not only bilingual, but they speak English more often. And though commercials are effective with younger audiences, those with the involvement of a celebrity are more seen as more trustworthy. Recently, social networks have also gained space in this younger sector. Facebook and Twitter are the most noteworthy.  From surfing the net to looking for reviews about products and services, use has increased significantly. And this is where the importance of blogging has seen tremendous gains.

Given the above information, and the rapid changes in communications technology, brands must now focus on meeting their customers where they are and not where they want them to be. In the past, companies were the ones who decided that where, when, and how customers would be reached.  They dictated the communication.  Today, the story is quite different. Brands must be alert and constantly analyze the platforms their audiences prefer.

Natalia Carter is a social media professional with more than 5 years experience creating social media campaigns and blog content on her site, Comiendo en LA.  Born and raised in Colombia, she and her family moved to Spain when she was young. It was there that she learned the wonders of travel, meeting new people, and Spanish food. Natalia has a degree in Business from CESA in Bogotá, Colombia. After living in different countries, she finally settled in Los Angeles. The city’s beauty, people, and rich cultures sparked her decision to create her blog which is now a hub for Hispanic foodies.  You can tweet her at @ComiendoEnLA