Odney Advantage Newsletter

Small Investment, Big Engagement, Wednesday, January 16, 2019

The Odney Advantage Newsletter
Q&A with Gwen Hubbard, Marketing Specialist
OA: How do you build a relationship with a new client?
GH: It sounds simple, but I get to know their business – every aspect from their brand, their audience, how they manage themselves, who their competitors are, and what this new client is looking to achieve. And it’s important in that to not assume things will stay as they are. It’s also critical to gain the client’s trust and to follow through on my word because, essentially, they are putting their faith in me to get the job done.

OA: How do you continue to keep fresh your relationship and marketing efforts with long-term clients?
GH: Similarly to building new relationships, I can’t assume things will continue as they have. Markets change, audiences evolve and even the channels we use to communicate to consumers change. It’s important to anticipate or at least keep pace with those changes and know that because something has worked in the past, it may not be what’s used in the future.

OA: What value are you able to bring to clients that they may not be able to get anywhere else?
GH: My background is diverse in terms of the industries with which I’ve consulted, but within those industries I also have national experience. Chick-fil-A and Bloomingdales, as examples, are two very different but very large and well respected companies that I have had the good fortune to work with. Exposure to the many arms of these companies and the opportunity to help develop and maintain their brands gives me a unique perspective to bring to the table.

OA: What trends do you see happening within the industry?
GH: The ever-changing opportunities with digital advertising are top of mind. It feels like it changes daily. Ads that had great success even 6 months ago have different recommendations today based on changes in capabilities by our vendors and how audiences are consuming media.

OA: What are the key concepts to keep in mind when consulting on a brand?
GH: It’s so important to be aware of everything that went into building the brand and establishing its identity. Having a full understanding of that essence, the product you’re selling and the audience you want to reach is key. Everything else can change.

OA: What should brand managers be thinking about for 2016?
GH: In 2016, we need to be even more ROI focused, especially during a time of budget tightening.  If you can prove a strong return, it helps make the case to keep budgets at the current level or to increase. Content also needs to get even more personalized and relevant, especially with the millennial audience. And, we need to think about how all advertising mediums can work together as opposed to individually.  For example, promoting native ads through social channels. We’ve done the same with TV spots, out-of-home and special events. 

Small Investment, Big Engagement
Recently, Odney was asked to work with a client to enhance its audience engagement on Facebook.  The kick-start was necessary after the client saw months of slow decline in engagement. Planning strong, purposeful content your social media channels is one of the most important steps you can take to ensure your brand gets the best results from your efforts.

To help re-engage existing audience members, gain new followers, and to compete with Facebook’s algorithm, Odney recommended running a gift card promotion for one week, with one gift card giveaway per day. People were encouraged to Like, Comment and Share the daily post, as well as tag a friend. This gave the person taking the action and the friend they tagged a chance to each win a $20 gift card.
At the same time, a Facebook promoted post campaign was running, so a message was added to that campaign to point people to the Facebook page to participate in the daily giveaway. That new message rotated with the pre-existing message. This additional message started on day two of the gift card giveaway promotion.

Day 1: Reached 418 people with 6 post likes, 0 shares, and 20 comments.
Day2: Reached 4,425 people with 314 post likes, 20 shares and 318 comments.
Day3: Reached 2,768 people with 98 post likes, 1 share, and 279 comments.
Day 4: Reached 689 people with 38 post likes, 1 share, and 98 comments.
Day 5: Reached 2,379 people, with 79 likes, 1 share and 240 comments.

The total engagement for the campaign was: 10,679 reached organically, 255 likes, 23 shares, and 955 comments that were all positive on why people liked this company. This singular campaign increased page visits by 159.7%, reached 96.8% more people, and increased in engagement by 215.1%. The client also increased its fan base by 24 people in only five days and with a minimal monetary investment for the effort.

While the organic efforts brought in the largest results, it was the promoted post campaign on day two that was key to jump-starting the success. The advertising message that tied to this promotion resulted in 160 clicks, reached 11,370 people, contributed to 7 new fans and 253 page engagements.

Strategies and action plans like this one can give your brand the boost it needs to reach your target audience in a meaningful way. Let us at Odney know if we can help you build your positive reputation in the eyes of those who matter most – your customers.

The Show After the Show
Can’t believe that shocking plot twist on “The Walking Dead”? Discuss it on “Talking Dead.” Having trouble telling your Tyrells from your Tullys on Game of Thrones? “After the Thrones” is here to help. If you watch a show, you’ll watch a show about the show, right? That’s the theory behind the “after show,” the growing trend of talk shows about popular shows. They’re inexpensive to produce, have a built-in potential audience, and can boost viewer loyalty to the original shows. Other series with after shows include MTV’s "Teen Wolf" and "Teen Mom," AMC’s "Breaking Bad" and "Better Call Saul," and FX’s "Sons of Anarchy."

Beacons Beckon
Are beacons used for location-based out-of-home marketing clever targeting or too intrusive? As with so many marketing opportunities, it depends on how they’re used. Beacons use Bluetooth technology to connect to mobile devices in specific locations. They give advertisers the advantage of offering customers information or offers they can use right now, like a two-for-one lunch special for the diner you’re walking by, or a happy hour at the pub just up the street. Well-done beacon campaigns seem less like marketing and more like useful information, highly targeted offers and welcome content, such as these campaigns for Pimm’s beer, Kung Fu Panda 3, Schlafly Beer and the Cleveland Cavaliers.

Industry News
From The Content Strategist:
How Facebook Plans to Dominate Digital Communication Over the Next 10 Years
By Dillon Baker
April 12th, 2016

“We’ve gone from a world of isolated communities to a global community, and we are all the better off for it.”

“I’m starting to see nations turning inwards… I hear fearful voices calling for building walls.”

“I hope that we have the courage to see that the path forward is to bring people together, not tearing them apart.”

President Obama? Paul Ryan? Nope, that’s Mark Zuckerberg, CEO and founder of Facebook, whose keynote at Facebook’s annual F8 conference sounded more like a State of the Union address than a speech for software developers.

Read more

Pro Tip
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