It’s redundant at this point to say that podcasts are the new big trending piece of content that you can create. Podcasts have been gaining relevance and popularity for the past 5 to 6 years, and I’m sure at this point just about everyone has listened to one in some capacity. Of course, listening is just one aspect of podcasting but have you ever considered creating one? Now is literally the best time to start one if you’re interested, and even more so if you own a small business or brand.
“They offer one remarkable aspect that few mediums of content can really offer”
When it comes to content marketing for brands in the modern age, the first thought is to typically gravitate towards video and social media platforms. A large portion of the population is becoming more and more attracted to visual content, so it completely makes sense. As stated though, podcasts are HUGE right now, and arguably could overtake video someday. They offer one remarkable aspect that few mediums of content can really offer. Freedom.
Without the visual element attached to them, or often having the visual element be an afterthought, this frees listeners up to be able to multitask while listening. Got a 30 minute commute to work in the morning? Put on a podcast. Editing some new photos of your products? Put on a podcast. Cleaning the house? Put on a podcast. You see where I’m going with this, right? Podcasts allow us as consumers to do more, while still getting the same fix of juicy content that we oh-so-crave. This is why as business owners trying to reach these same consumers, we have no excuse to not start our own podcasts!
“I can take my eyes off the screen, and be productive on my own time”
The ability to reach your audience in a new and exciting way is often enticing enough, but it also removes a lot of the initial barriers that often limit consumers from viewing your content in the first place. It’s much less of a commitment for me to throw on a new podcast that I’m curious about, than it is for me to take the time to watch through a commercial or video. I can take my eyes off the screen, and be productive on my own time while still soaking in whatever the podcaster is feeding my ears. I know this whole attention-span, ease of access aspect is probably sounding very Gen-Z of me, but this is the age we live in.
“…why not join the ranks?”
In summary, if you want to access an additional portion of your audience, then making yourself available via podcasts is highly invaluable. No matter what your business may be, I truly believe you can find a way to make your podcast into something that your audience will love. Own an ice cream shop? Talk about your flavor of the week, or drone on and on about your favorite Ben and Jerry’s flavors. Own a thrift store? Talk about retro fashion through the years, and review products that you sell. Honestly, the possibilities are pretty endless. At this point there’s probably already a podcast out there for just about anything, so why not join the ranks? All it takes is a phone that can record audio (literally every single smartphone), and somewhere to upload the audio, and BAM. You’re a podcaster.
If you haven’t already, we’d love if you took a minute to check out our newly rebranded podcast, Raisin’ Brand. We are sitting sown with some amazing peers and professionals to discuss marketing and creativity and how the two can come together to create a brand.
Tristan Bennett is the lead producer at Pixel Labs, creating video and photo content for social media and broadcast. He is an avid cinema-goer, and loves implementing influences from film and television into his everyday work.
We’ve all seen a million COVID related marketing campaigns, some good, some not so much. From what I’ve noticed, the best and most well-received marketing campaigns are ones that show people that your brand actually cares. This may seem obvious, but it really shows when a campaign is coming from their heart, and not their bank account.
We don’t want to hear how much your brand is “here for them.” We want to know what companies are actually doing to help those affected. This advertisement is showing us that Sysco is a company who isn’t just talk. They are actually taking steps to help out during the pandemic.
Another thing I appreciated about Sysco’s campaign is the strong tone of voice they used. There have been far more campaigns using a sensitive and loving tone. While this isn’t necessarily a bad thing, the tone of confidence really sets them apart and gives the viewers something to feel good about.
(Bonus points for not saying the new cliche “unprecedented times.” We’ve heard too much of that…)
Uber’s Thank You For Not Riding campaign captured all of the joyous and the melancholic feelings that we are all experiencing due to the changes in everyday life caused by COVID-19. This ad is truly relatable due to the fact that every person on this planet can relate to at least one of the touching clips in this video.
Something I found really interesting is that I had no idea who’s ad this was until the very end. And I actually really enjoyed that fact. It was very genuine especially from the standpoint that they are thanking their customers for not using their services. Uber is a company that has to have taken a huge hit from this pandemic but despite this fact, they still created one of my favorite COVID-19 marketing campaigns.
A notable fact about this campaign is that Uber is providing free transportation and meals to healthcare workers, supporting local restaurants, and shipping and transporting critical goods in the US with Uber Freight. Learn more about the services they are currently providing at https://www.uber.com/us/en/coronavirus/
This Budweiser campaign was very on-brand for them. It really touched on the sadness we may be feeling due to the lack of sports this year, but twisted it in a heartfelt and meaningful way. The idea that this is so far beyond sports is very important to be touching on right now. The frontline workers take precedence right now, and this ad is really driving that point home.
This campaign is also showing that they are providing tangible help to the frontline workers instead of just thanking them. Budweiser has committed to shifting their sports investments into helping the frontline heroes which really shows us where their priorities lie.
On a lighter note, this Canadian AXE campaign brings attention to the necessary precautions of the pandemic while still having a comedic tone. Their satirical product, AXEoff, is a human repellent that works in the exact opposite manner as their usual body sprays. Instead of drawing the ladies in, this product assists with social distancing by making you smell repulsive.
I enjoyed this video because it is so unlike the others that it’s refreshing. I think we are all getting sick of the somber ads we keep getting served over and over again and we are ready for a laugh. Which is exactly what AXE is bringing to the table with this Canadian AXEoff campaign.
Every designer wants to create the “perfect” design, but what really is perfect? Read our latest blog post for some insight on this from our graphic designer, Lauren! Creating The “Perfect” Design
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A recession. It was predicted to come soon, but we didn’t expect it to happen like this. The coronavirus has not discriminated against any businesses, from large corporations to local diners, there is no shortage of struggle.
The visible struggle we are seeing highlights businesses that are making smart, business saving moves. For example, The Knotty Nail in Des Moines is a craft store and most of its business revolves around group parties and events (yeah really can’t happen with the current social distancing restrictions.) So it’s something that you’d expect to be hit hard with these current events, right?
However, their smart marketing moves, flexibility, and savvy social media usage has put them on the map as the go-to quarantine craft.
They did not hesitate during this time many businesses would, and hit the ground running offering curbside pickup and 20% off do-it-yourself kits. Every week they even come out with new kits which opens them up for customers repurchasing their products often. They then offer live instruction on their Facebook of crafts that can get a little tricky.
Customers are loving these fun activities, and posting their finished products on social media! This is an amazing opportunity for them because 74% of consumers say that word of mouth marketing is a key influence when they make purchasing decisions (bigcommerce.com).
And let’s be real, who isn’t 1. Spending an ungodly amount of time on social media right now 2. Looking for anything to keep yourself busy
With these smart marketing moves, no one is surprised they are selling out like crazy even in these beginning stages of a recession.
What can your business take from this success story?
Don’t give up
Simply becoming complacent during this time is one of the WORST things you can do. Yes, you do have to comply with social distancing procedures and place the importance of public health as your #1 priority, but taking these as an excuse to do nothing will kill your business.
Without a creative mind behind the Knotty Nail, they would’ve thought “Oh if we cant do group event’s any more we need to shut down.” But obviously that didn’t happen. With quick thinking, you can determine what the public needs right now, and how you can fill that need safely, and conveniently.
Hit marketing hard
This isn’t our first recession. We need to take advice from those who have thrived during these situations. This article was what inspired us to write this post in the first place. It is an insightful look from the 2008 recession which takes a look at the Great Depression for pointers to help their current businesses stay afloat.
It was a time when several companies benefited from aggressive marketing while their rivals cut back. A good example of that would be Kellogg besting C.W. Post during that time. Consumers didn’t stop spending during the Depression; most just looked for better deals, and the companies providing those better deals came out stronger after the Depression ended. When spending picked up, consumer loyalty to those companies remained.
Right now, many people are looking to give some love to their favorite local businesses. Engage with your community and they will be happy to support you if you support them in return. #CedarValleyStrong
Stay safe and stay healthy ❤️️
Does COVID-19 have you working from home? Check out our recent blog post to learn some tips on how to do so effectively!
To see how we’re working during this time check us out on our socials!: Linktree!
So, you created a brand for your business. That’s awesome! But, you’ve only just scratched the surface of the process to make your brand a memorable one. Here in the Lab, we’ve formulated a list of three things to keep in mind on your mission to create a memorable brand experience for your consumers!
1. Have a Solid Understanding of Your Brand
Create A Vision/Mission Statement
To create a memorable brand experience, you need to know your brand inside out and backward. A way you can start to do this is by constructing a quality vision statement. A vision statement is your long term purpose. Why does your brand exist? What do you want to achieve? This is what you want the big picture of your brand to be.
A memorable vision leads to a memorable brand. When the right customer comes across your brand statement and resonates with it, they will want to connect with you and become a part of it.
The next step on the quest of knowing your brand to the core is to follow up on the vision statement with a mission statement. This is your purpose for right now. Who does your brand help? What is your day to day approach? This is what you follow to reach your vision.
Your mission is more tangible than your vision, so it is really what brings customers in and hopefully encourages them to stay with your business.
What Are Your Brand Elements?
We always preach on how a brand is more than a logo. However, your logo still matters… and it matters a lot. As well as your logo, choosing the right colors (and keeping them consistent!) is incredibly important. As we covered in our last blog post The Brand is the Heart, “you MUST make sure they are consistent across all platforms with all audiences, otherwise, there will be a brand disconnect with your customers.” And this disconnect is what makes your brand experience not so memorable, or even worse… memorable in a bad way (terrifying, we know).
Create a Consistent Brand Voice
Just as important as your brand’s look is its voice. Voice is often overlooked when creating a brand, and it could be the difference between making, and breaking a potential customer experience with your brand. Here, you need to stay true to your business. Is your business more formal? Make sure that ALL interactions with your customers (in person, social media, blog posts, etc.) are formal in nature. Is your business super casual? Great! Just do the opposite.
Presenting a unified front to your consumer is one of the most important things in creating a memorable brand experience, so you better have a firm grasp on what your brand is and what it looks like.
2. Build Quality Connections
Creating Quality Experiences
This might sound redundant, but to create a memorable brand, you need to give everyone who comes into contact with your brand a good experience. In our own experience, we saw a tremendous amount of growth early on because of the positive experiences we gave people. Word of mouth marketing is no joke people! Give everyone a good experience (yes, everyone), and they’ll tell their friends, who will tell theirs, and so on, and so forth.
Trust is just as important in business (if not more important) as it is with creating personal relationships. Creating an honest and upfront relationship with clients/consumers is so important in creating a system of trust. If there is no trust, who would really want to work with you?
This is the most important thing to remember when looking to build these quality connections. Being genuine creates genuine connections, and that’s really all we have to say about that one.
Listen To Everything
Listening, this sounds like a simple concept, but there are lots of layers to listening. You have to listen to your consumer, your analytics, and quite literally everything else being thrown your way.
If you are consistently posting content and not asking yourself the questions, what’s getting lots of engagement? What isn’t? Why? Then what are you doing? See what’s doing well, and continue growing and innovating in that area. See what isn’t, and either scrap it or rework it.
Feedback, the Good, the Bad, and the Ugly
You have to listen to all of the feedback people throw your way, the positive comments… and more importantly, the negative ones. Thanking people for leaving positive comments helps your brand image by showing customers, they are seen and valued. Engaging with the people who engage with you is so important. If someone comments on your post or leaves a review, and you don’t acknowledge it, that person isn’t going to feel seen by your brand.
And the same thing goes with reaching out to people who gave negative feedback. If you don’t acknowledge them, their negative beliefs about your business are reaffirmed. This results in a memorable brand experience…but not the good kind 🙁 . These people are truly valuable because they will give you insight into what is going wrong within your business and how you can fix and grow from it.
Just remember, brands that are the most mindful of what they do, say, and where they go from there, are inherently the best to keep following. And therefore, more memorable.