Odney Advantage Newsletter

Odney Named to 50 Best Places to Work, Wednesday, January 16, 2019

The Odney Advantage Newsletter
Odney Named to 50 Best Places to Work
For the second straight year, Odney has been named one of the “50 Best Places to Work” by Prairie Business Magazine. The list features businesses throughout North Dakota, South Dakota and Minnesota that were nominated by their employees. The companies were evaluated on work environment, employee benefits and employee happiness. “We believe the best places to work do the best work,” says Odney president Patrick Finken. “Our success is due to the hard work and talent of our employees. Providing an environment that enables and encourages them to do their best work is the right thing to do and the smart thing to do.”

Sponsoring Moms. Selling Tide.
Laundry detergent. Paper towels. Diapers. They make you feel all emotional, don’t they? If they’re Procter and Gamble products, they just might.
P&G doesn’t sponsor the Olympics. It sponsors moms. It doesn’t sell laundry detergent. It sells all the love, pride, worries, hopes and dreams moms have for their kids. Those emotions just happened to be packaged in an orange box labeled “Tide.”
Most advertising campaigns make the product the star of the ad. In P&G’s campaigns, the star is instead their target consumer. The products aren’t mentioned and are shown only briefly as logos at the end. The moms featured in the ads aren’t shown buying or using the products. They’re just being moms, watching their kids with pride, love, anxiety and hope.
You don’t have to be the mother of an athlete, or even a mom, to relate to the ads. The emotions are universal. The ads don’t say “we make great products for your home.” They say “we know you. We understand you. We support you.”
How does that translate into selling Tide? We often don’t realize the role that emotion plays in so many of our decisions. We tend to feel first, then think. We make a decision based on emotion, then use logic to justify that choice. When we reach for that orange box, first we feel warm and supported, and then we think “this product gets my clothes clean.”
The emotional appeal only works if the product delivers. If Tide doesn’t get your clothes clean, all the warm and fuzzy feelings in the world won’t make you buy it again. But if the product delivers, that emotional connection gives it an edge over whatever else is on the shelf. “Sure, all these other products could probably clean my laundry. But Tide understands me.” That connection forges brand loyalty that keeps you reaching for the same product over and over again without even thinking about it.
Along with its stories about moms, P&G also used the star power of athletes to connect users to Tide in the Rio Olympics. P&G’s “Small Can Be Powerful” ad featuring powerhouse gymnast Simone Biles had a 50 percent product recall rate, with 28 percent of viewers saying they were more likely to buy the product and 25 percent saying they felt more positive about Tide after seeing the ad.
Effective marketing isn’t about selling a product. It’s about selling the story of what that product does for you, how it makes you feel, and what buying it and using it says about you. P&G doesn’t sell Tide by selling Tide. It sells Tide by making you feel good about Tide. 

Day of Caring
Earlier this month a team of eight Odney members took half a day away from the office and rolled up their sleeves for the good of the community. The Day of Caring for MSA United Way spread a thousand volunteers throughout Bismarck to do what local non-profits haven’t been able to get done for lack of money or resources. On this day alone, the United Way estimated the city’s non-profits saved hundreds of thousands of dollars. What we got in return was a valuable opportunity to see the forces at work in our community that are helping others live better lives. Find out more about the Day of Caring on the Odney blog

Friends Don't Small Talk. Friends Talk Fantasy
This time of year a lot of fans are looking forward to football – the real kind and the fantasy kind. Jamie Fischer, public relations specialist at Odney, is one of them, and she talks about team lineups, trades, strategies, and what marketers can learn about engagement from fantasy football on the Odney blog

‚ÄčOrganic Reach Continues to Decline on Facebook
The algorithm may be complicated, but the reason behind it is simple. Organic reach on Facebook is plummeting because there’s so much content published on Facebook these days. Facebook has to be more selective about what you see. After Facebook’s latest algorithm change, organic reach for publishers’ content fell drastically. The social publishing tool Social Flow analyzed 300 of its clients’ pages and found a drop of 52 percent in organic reach.
“When organic numbers are falling, a paid campaign can help sustain and increase reach,” says Amanda Godfread, director of strategic engagement at Odney. “Another big advantage of a paid campaign is the incredible targeting capabilities Facebook offers. We can target very specifically across a large range of factors to deliver exactly the audience we’re looking for. Paid campaigns generally give a boost to the organic reach as well.” Hmm. It’s almost like Facebook planned it that way or something. 

Pro Tip
Another way of increasing organic reach on Facebook is by posting animated gifs. Giphy is an easy-to-use tool for creating your own. 

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