Digital Marketing, digital age, advertising

Intern Insights: A Gen-Z’ers Perspective on the Power of Influence in the Digital Age

by AdvertisingBranding

Digital Marketing, digital age, advertising

 

Representing the voices of Gen-Zers, I can confidently say our generation differs from those of the past that indulged in traditional marketing versus today’s digital age. Classifying a generation by its behavior toward trends and advertisements is impossible. A recent “report published by Juniper Research reveals 22% of all digital advertising spent in 2023 was attributed to fraud…” Although the internet has scams, this form of entertainment reaches billions of individuals just searching for their purpose.

Coming from an impressionable person, influence is the greatest marketing strategy, referring to the ‘word of mouth’ and influencer aspect of the term. Instagram presents its audience with many messages from sponsors. These sometimes-effective promotions interrupt my feed, forcing my attention away from my intended search.

Resembling organic posts, images, videos, or carousels, Instagram aims to provide relevant ads. Strategically showcasing a brand like “Holy Thrift” and its clothing on my timeline sparked immense interest. While sometimes these ads cause a mass disturbance, if done correctly, brands may find themselves successfully eliminating competition.

For Holy Thrift’s campaign, they posted original content boosting brand awareness. Despite the brand’s calculated performance in intruding on one’s browsing, Instagram ads are effective.

On the topic of influence comes the original influencer for students. In my case, it’s my parents. With encouragement from Mom and Dad, when things are promoted to aid my success on their social media– they will share this information with me.

Being accustomed to the swindles of social media, Gen-Zers know which companies have been involved in controversy. Parents, on the other hand, are sometimes like guinea pigs, unaware. If companies target parents of teenagers and young adults, their products can sell. I, for one, take every product my mother mentions with a grain of salt. She is more likely to fall into the deep deceptions of internet advertising.

While spending time with our neighbors, my neighbor Dave asked why my mom followed an irritating influencer. My mom responded, “She’s annoying but has really good Target finds.” We laughed, but it also made me realize why my mom is so infatuated by Target. I went along with her newfound interest without questioning it.

Recently, my friend Emily moved. While reminiscing, she mentioned the only thing near her new house was a Target. I replied, “What? Target’s the best!” This sparked a conversation about this multinational corporation, all influenced by my mom’s social media feed, proving the benefits both consumers and companies obtain from online advertisements in this digital age.

Social Media Day

Intern Insights: Social Media Day

by BrandingSocial Media

Social Media Day

As I embark on a dozen years of owning a social media account, it strikes me that I’ve been active online for more than half my two decades. That sounds petrifying – at least to me – yet the time has rushed by and I’ve come to terms with this being my normal way of life.

Social media is everywhere and in everything. Platforms push out advertisements, along with hugely influential input on trends, mental health, politics, and connectedness. People all around the world connect and live vicariously through the lenses of others, which has triggered many of us to almost constantly compare ourselves to strangers’ lives. When I signed up for an Instagram account at the ripe, old age of 8, I had no idea what I was getting myself into.

Curating and creating posts, and receiving feedback became a hobby to me. For better or worse, it’s a continuously vicious cycle. During high school, I ran an anonymous Instagram account, @RelatableMood5, that grew to have 25,000+ followers. It featured aesthetically pleasing images targeted towards trends connected to teenage girls. I found posting photos of other people was the most validating way to approach social media because the backlash was minimal. And the lack of complications related to this account enabled me to do something risky – post about politics.

I received a good bit of negative feedback and lost followers, which confirmed for me that social media is terribly inauthentic. It’s a performance. Ultimately, I was unphased by the negativity and even hate, largely because – since I’d shared neither my face nor name – none of it was truly directed at me, as a person.

Social media certainly has its pitfalls, but it also has enabled my peers and me to connect. Instagram, TikTok, Snapchat and a few other platforms let me see what my friends are up to, while allowing me to disseminate private stories, as popularized by Snapchat. It’s this capability of social media that encourages others to, at a minimum, share select aspects of their lives.

Many teens are made apprehensive by watching other people’s experiences – it generates immediate FOMO (that’s fear of missing out for the uninitiated). We’re constantly updated on how others are spending their time. It’s a complex, fluid environment in which well-manicured personalities frequently replace genuineness, but social media is nonetheless a crucial tool for building connections and exchanging experiences within our globalized society.

Harley Rosenbaum is a rising junior at Tulane University and is interning this summer with SCG Advertising + Public Relations.

Super Bowl Sunday

The KC Chiefs are the champions of football. Who are the advertising champs?

by AdvertisingBrandingMarketing

 

Super Bowl Sunday

Can you imagine the pressure the players and coaches were under knowing more than 113 million people were watching their every move for three hours during the Super Bowl? Now imagine the pressure the advertisers and their ad agencies felt knowing they had only thirty seconds to score their marketing touchdown. 

The advertisers spent $7 million for the airtime alone, plus another million or more on production. If their commercial didn’t score well with viewers, it’s the equivalent of fumbling at the goal line. A player may have had a horrible game, and even if he was on the losing team, he still received more than $80,000. A commercial that flopped is millions of dollars spent with little or no return, and could, in some cases, damage the brand beyond repair.

Yeah, the Super Bowl certainly comes with a lot of pressure. But there’s also a lot of reward. Winning players and coaches get lucrative new contracts and marketing opportunities. Successful advertisers increase their brand awareness, market share – and most importantly, their bottom lines. Their agencies become famous (or more famous), get new business, and the creative teams are rewarded with bonuses and the potential for Gold Lions at Cannes. Winning is good!

So, now that the game and all the advertising and pressure is over, we know the Kansas City Chiefs are the Super Bowl champions. Who are the champions of advertising? Unlike the Super Bowl, there can be more than one winner. This year there were a lot more losers than winners, and way too many spots relied more on celebrities than solid creative. Still, there were some spots that ranged from brilliant to damn good.

Here’s a list of my top five commercials (in no particular order) from this year’s extravaganza.  

REESE’S – It was hard to find a commercial that didn’t feature a celebrity, but Reese’s didn’t need a star to introduce its caramel big cup. Slapstick as hell, with people losing their minds because Reese’s announced a big change to their peanut butter cups. Turns out, the announcement was to introduce their new caramel cup product, and at the same time, let us all relax, knowing our favorite peanut butter cups were still around. Great new product introduction.

BMW – Speaking about celebrities… Just about everyone does a Christopher Walken impersonation, and in this spot featuring Christopher Walken for BMW’s electric model, everyone Mr. Walken meets impersonates him. Every actor is hysterical, Walken is, well, Walken, and the spot succeeds to promote the EV model and solidify the brand. “There’s only one Walken. And there’s only one BMW.”

POPPI – No special effects. No fancy camera angles. No celebrities. This one minute spot takes us on a tour through humanity’s ideas and accomplishments and attempts to convince us that the next great idea – Poppi Soda – is the future of soda. It informs us that Poppi Soda isn’t bad for us, because it contains none of the “bad stuff.” Will Poppi become the next Pepsi? No one knows. But this commercial was straightforward in introducing the product and its benefits, and explained why we should try it. And that’s what advertising is supposed to do, kids. 

PLUTO TV – OK, so maybe the “couch potatoes” were a bit much, but this spot did its job. It informed the viewer Pluto TV offered thousands of tv shows – and it’s free. I didn’t know that. I wonder how many others thought Pluto TV was just one more streaming service we’d have to pay for? I’ll bet their website is getting a lot of hits this morning. Very informative. Very well done.

ETSY GIFT MODE – Hey, if America can use Etsy’s new Gift Mode to send France a gift in return for the Statue of Liberty, think about the ways it can help us. Creative and well-produced, this commercial used a humorous, make-believe look back at history to present its new gift sending service. The concept, cinematography, and direction were perfectly executed. The casting was excellent. Most importantly, any commercial that begins with, “Oh, crap,” has my attention.  

Intern Insights: Are Your Photos Worth A Thousand Words?

by AdvertisingBrandingMarketingSocial Media

In the digital world, visuals are essential to grab attention, convey messages, and make a lasting impression. In this blog post, I will walk you through the basic elements and techniques to take the best eye-catching photos. By utilizing these tricks, you’ll be able to consistently generate high-quality images for your future projects.

A picture is worth a thousand words

A well-crafted image portrays a message better than a one-thousand-word essay (with far less effort too!). It is important to create the best quality work when representing your brand. Is your photo relevant to the work it is connected to? Is it a dynamic photo that will catch your eye when scrolling through your social feed? An article with an attention-grabbing image is far more likely to generate engagement than a poorly chosen one.

Know your equipment

Knowing your equipment increases your capabilities as a photographer. Once you understand the basics, you can step out of your comfort zone and experiment with different settings to create some fun effects. Also, know how to upload your image to your computer without losing resolution. Regardless of how clear the picture is, it can become blurry if the process is handled incorrectly.

Master composition

Set yourself up to take a picture with a visually pleasing background that conveys the intended message and mood. Also, make sure you are successfully lining up your photo. One way to do this is by utilizing the grid. The grid is a helpful composition tool featured in many cameras and smartphone apps. Using this feature can help you to align your subject within your frame and maintain symmetry.

Fix your lighting

Understanding the different qualities of natural light versus artificial light is also important. Different types of lighting can impact the mood, color temperature, and overall aesthetic of your images. When taking photos outdoors, it is important to learn how to harness the natural light to your advantage and to avoid shadows and sun glare. When taking photos indoors, it is still ideal to take advantage of the natural lighting. Whether or not natural lighting is available, it is important to make your lighting look as natural as possible.

Combine these skills to take the perfect photo

Remember, a well-crafted image can make or break your project, leave a strong impression, and help grab attention. By harnessing these skills, you will be equipped with the knowledge to elevate your photography, helping you and your business increase engagement and polish your aesthetics.

 

Justin Picciuto

Public Relations Intern

SCG Advertising & PR

Misguided Victoria’s Secret Campaign Result of Inadequate Fan Research

by BrandingSocial MediaUncategorized

Five years ago, Victoria’s Secret put on its last fashion show. This show was an iconic event each year where viewers would see their favorite models glide down the catwalk in angel wings, wigs, and accessories. The most popular artist at the time would perform, too. A line of models would parade in the brand’s lingerie for around 42 minutes. The tradition lasted for 20 years and was watched in more than 100 countries. It was beloved…until it wasn’t.

 

During a time of heightened awareness for women’s rights, starting with the MeToo movement in 2017, Victoria’s Secret began getting backlash. People started to call out the brand for being out of touch with real women, being the antithesis of what women were trying to accomplish. So Victoria’s Secret retired its wings and its show.

 

Now, VS has decided to rebrand. And that being the case, I’m sharing some insight from the perspective of a branding professional.

 

On September 26, Amazon Prime dropped the film The Tour ’23, which shows all the work the brand has done to change its image and be more inclusive to women around the world. This documentary is mainly about giving women a platform without gaining capital from it.

 

So what’s gotten everyone upset? The campaign choices. Victoria’s Secret has become extremely active on its Instagram, posting daily. One of the campaign themes dropped was “Icons,” featuring some of the most iconic ’90s and 2000s models. People responded well to the older models. Yet some of the new influencers and current models in the campaign were bashed for not being true icons or real supermodels. People also thought the new models looked unkempt and their garments were unflattering. Spectators claimed that they would have preferred the original campaign instead. Feedback from your audience is so important to take note of when running a digital campaign.

 

Overall, I think Victoria’s Secret had the right intentions, but there’s been far more backlash from the new campaign than the original one. The original show was very successful. The VS brand is popular, but it’s been stripped and remodeled, leaving people disappointed. The downfall of this Victoria’s Secret social media campaign was the company’s failure to listen to its massive following. Social media enables the brand to know what followers want, but it seems VS neglected the opinions of its audience. The campaign ultimately backfired, and fans were let down when they didn’t see the campaign they were familiar with. Fortunately for Victoria’s Secret, it’s been a household name for a long time, so it may still have time to repair the damage.

 

Madison Trumino

Account Coordinator

SCG Advertising & PR

Promotional Products Work From Home

by AdvertisingBrandingMarketingPublic RelationsUncategorized

Promotional products and apparel are an excellent way for companies to build engagement with customers and employees. Strategies have shifted slightly with so many employees working remotely or in a hybrid schedule. We increasingly take into account what items would improve productivity in a home office or move easily with the employee between home and office.

TECHNOLOGY

All those Zoom meetings mean that we need to stay connected and organized.

  • Chargers
  • Ear Buds
  • Mouse Pads
  • Cord Organizer
  • Camera Cover
  • Ring Light
  • Branded Desk Organizers
  • Pens

APPAREL

Since your fellow Zoomers are only seeing the top half of you, you might as well have warm toes with branded socks or slippers. Logoed apparel keeps comfortable clothing professional for those on-camera moments.

TRAVEL

Traveling from home to office is a marketing/recruitment opportunity with branded bags, laptop sleeves, phone wallets, or pop sockets.

GIFT OPTIONS

To keep distribution simple, consider a gift program that allows recipients to select from a range of items that are delivered to their preferred address.

We’ve all seen the social media posts of connections starting a new job with a delivery of employer swag, but I recently saw something even cooler. A departing employee received an Alumni gift thanking them for their service and wishing them luck in their new endeavor. We’ve talked to clients about using “return tickets” officially giving employees in good standing permission to change their minds if the grass isn’t greener within a specified period of time, but this takes it one step further.

There are so many ways to use company swag to reach customers and potential employees. Contact SCG today to brainstorm ideas and make your next event memorable.

 

Managing Your Employer Brand During The Pandemic

by BrandingHuman ResourcesPublic RelationsRecruitment Advertising

 

As we approach one year of the COVID-19 pandemic, it’s time for companies to do some self-reflection.

  • Did you do everything you could to help your employees and customers during the time of crisis?
  • How will your employer brand reputation be remembered once all of this has passed?

 

Employer branding has always been an integral part of recruitment marketing but the current pandemic has shone a light even further on the role branding plays in candidates’ choice of workplace. Typically, SCG’s process of employer brand development starts with helping our clients define their Employer Value Proposition (EVP) which forms the foundation of their employer brand. In today’s landscape, managing an employer brand looks a little different and requires organizations to be ready to pivot to meet the current climate, plan for contingencies and adapt to employee needs including remote working.

 

During the peak of the pandemic, when uncertainty was rampant and budgets were tight, employer branding often took a back seat but it was actually the most crucial time for organizations to consider how they were treating their employees, customers and community. This would be a key factor not just in attracting talent but also how their reputation would be remembered in the future. Job seekers were paying attention to which employers stepped up during the crisis – how they took care of their employees and customers, and how leadership reacted and led during this time. Did they put people over business?

 

Most organizations did not know how to respond in this unprecedented time. Many were paralyzed and shut down any communications. Others ignored the crisis. Some came off inauthentic or exploitative. According to Linkedin data from April 2020, only 1 in 4 company posts during that time mentioned coronavirus. The posts that resonated most with audiences were those focused on community and support, on stepping up to help relief efforts and putting people first, as well as posts about working from home. SCG’s team, early on, reached out to their clients and encouraged them to address the crisis immediately, directly and authentically. Transparency and community became more valued than maintaining a pristine employer reputation.

 

While there is a light at the end of this tunnel, organizations must continue to maintain and adapt their employer branding and communications to attract and retain quality talent now and in the future.

 

 

 

shopping at home

CPGs With The Pandemic Disrupting The Landscape

by AdvertisingBrandingCPGs

The pandemic changed a lot of things for everyone. work from home

Consumers are not only living differently with COVID-19 health concerns, they are also working differently and shopping differently. That is if they can find what they are shopping for. This is affecting CPGs in a major way.

Consumers have been faced with panic when looking for toilet paper, paper towels, disinfectant cleaner, and wipes among other things. Consumers are working from home and doing more cooking than ever. With the hysteria of news reports urging people to have a 30-day supply of food in their homes at the beginning of the pandemic, consumers started shopping for items such as yeast, flour, and other baking items in addition to meat due to an impending shortage.  Shopping for these items quickly became like trying to purchase that Cabbage Patch Kid back in the 80s!

 

All of this had consumers literally buying whatever they could get their hands on, including a lot of private labels and some other off brands that they had never heard of.  They were even shopping at different retailers for these items, such as office supply stores like Staples for their paper goods and the corner convenience store for some disinfectant wipes if they could find them there. More than ever consumers are having to be creative in their shopping.  All of this in addition to those consumers who would only shop online increasing the need for better e-commerce technology for retailers and manufacturers to handle the increased demand. Without a doubt, brand loyalty was impacted.  See this article from Supermarket News which details the increase in store-brand sales due to the pandemic.

 

shopping at home

Again, 2020 really changed a lot of things for everyone. With consumers having to shop in erratic ways and forced to try other brands and private labels, it is increasingly important to communicate the unique features and benefits of brands and provide incentives to get them back. Advertising and promotion are more important than ever as things are slowly getting back to a “new normal”.

 

 

 

 

 

Upson Regional Elevator Wrap

It’s a Wrap! Putting your Brand to Work for You

by AdvertisingBrandingRecruitment AdvertisingUncategorized

What do you think of when you think about advertising? Clients frequently think narrowly of a limited range of options. One of the reasons that I love what I do is the constant variety.  Every touchpoint with your customer or job candidate leaves a lasting impression. You should be reinforcing mission, vision, and values at every opportunity.

Over the years, we’ve helped clients tell their story on billboards, movie theatre screens, mall food court tables, coffee sleeves, t-shirts, banners on the front of buildings, shuttle buses wraps, computer screensavers, custom coins and holiday ornaments, just to name a few.

Shuttle Bus Wraps
Honor Health

 

 

Elevator Wraps

So, when Upson Regional Medical Center asked for help in identifying a vendor to help wrap the elevator doors in their hospital, we were ready. They wanted to share a safety guideline limiting the number of passengers in the elevators combined with a message reinforcing their commitment to caring for their community.

After presenting several design options, the client unanimously selected one design that featured four stock images of medical professionals. The client asked us to swap in their own employees and we were well on our way.

We faced an added challenge with the location of the hospital, which is approximately 70 miles from Atlanta in Central Georgia. We contacted vendors within a reasonable radius and carefully evaluated proposals, ensuring reasonable investment, quality job and ease of removal when the time comes. The client had 34 doors to be wrapped and we wanted to ensure it was done properly.

I am thrilled to say that installation was completed in one day with minimal interruption and the client was very pleased with the result, showing it off on social media the same day.

 

 

 

All Levels Of Education Sector Must Invest In Relationships, Reputation To Battle Coronavirus Disruption

by AdvertisingBrandingCommunity AwarenessEducationHuman ResourcesPublic Relations
The loss of life – as well as health and safety issues – remains the primary issue when talking about the coronavirus pandemic. That said, economic and societal disruption cannot be ignored.  The education sector, from pre-school to our higher education institutions, finds itself in the direct path of the storm and needing to prepare for the next waves.education battle coronavirus disruption

 

The action plans required to navigate the new-normal are extensive and detailed, and emphasis should rightly be placed on instruction and learning, technology, infrastructure, and financial considerations. None of those issues, however, will matter if schools can’t sustain meaningful relationships with their long list of publics. Parents and students are more tolerant of change and disturbances if they have trust.  Educators and staff are willing to go the extra mile if they have faith. Partners and suppliers are more open-minded if they believe a school is credible. Individuals and institutions are more giving when they have confidence.

 

Senior educational leaders will undoubtedly spend the next few months discussing important, tangible assets that ensure the delivery of education, but how much time will be spent on intangible assets like reputation, relationships, and brand?

 

Important Intangible assets

 

Intangible assets – like reputation, relationships, and brands — will first be defined by behavior and then by communication. Every organization must accept that it operates with the permission of those it serves, including students, parents, employees, regulators, partners, and a lengthy list of others. Moving forward, every action and behavior must be focused on earning and maintaining permission and trust to operate.  In the end, reputation is a simple formula: EXPECTATION + CREDIBILITY. Organizations must meet or exceed expectations and achieve credibility by doing what they say they will do in all facets of the organization, down to the very smallest detail.

 

When it comes to communication, every organization must fortify its antenna to become more effective at listening, and more attentive to relevant sights, sounds, and sentiments. They must accept and communicate vulnerability and values and give power to their conscience, ethics, and empathy, thus empowering others to act. They must speak clearly, consistently, and honestly across all platforms – paid, earned, shared, and owned. Communication must be systematic, process-driven, proactive, and reactive, and also reach to all ends of the organization, both internal and external, prioritizing those directly impacted first … but realizing that information spreads.

 

There will be bumps along the way, and some may ignite a frenzied response from the media. The industry should also anticipate government, legal, and consumer actions, along with dis-informational attacks. And all of this will negatively impact reputation and the bottom line.  Schools must soon identify and cultivate third-party advocates to speak on their behalf, quickly knock down misinformation, and employ attitude inoculation or pre-bunking techniques.

 

When it comes to maintaining and building intangible assets like relationships and reputation, there’s no magic solution. Instead, taking appropriate steps now will ensure an organization’s ongoing viability. Bottom line: educational leaders must prioritize investment in intangible assets and the professionals who manage them if they hope to survive and ultimately thrive in the post-coronavirus world.

 

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