Consumer Marketing

Do These 6 Things Today to Spark a Digital Influencer Romance

If you Google “digital influencer strategy,” you’re going to find countless articles on why your brand should invest in an influencer strategy and the impact of influencer marketing on your campaign. You’ll find significantly fewer articles about why an influencer chooses to invest in a brand or the impact a brand could have on an influencer’s content strategy.

I recently attended a session at the Destinations International Annual Convention in Montreal during which the significance of this knowledge gap was made clear. At this session, DCI shared its recent research which takes a step in the right direction to help those of us on the PR side marry what it is brands want from influencers with what these influencers want from brands.

From this research and my own personal experience, I’ve noticed building influencer relationships is a lot like dating. Here are some actionable takeaways to spark an influencer romance today:


Quality Over Quantity

We can all agree that one really good date is a thousand times better than ten terrible ones. Think about it. The end goal is to incite the influencer’s followers to action…


Bringing Home The Bacon: What Food Marketers Can Learn from Pork’s Success

The continued growth of the pork industry has made it the envy of food marketers for decades, and, come 2017, it shows no signs of letting up.

Pork sales climbed 20 percent over the past six years according to the Washington Post, and, by the end of 2018, U.S. farmers are expected to produce as much pork as beef – an unprecedented “score” for the industry. As of June 1, the nation’s hog and pig inventory – a reflection of global demand — was the highest on record.

Clearly, there’s a lot the pork industry is doing right, and a lot we food marketers can learn from its example. Here are a few bits to chew on:

Heed the herd – If you’re reading this article, chances are you’re familiar with the Pork Board’s “Other White Meat” campaign. What you may not know is that the highly successful, multi-decade campaign was born out of astute observations about meat sales and consumption trends.

In the mid-80s, chicken consumption was growing rapidly, and pork’s share of the consumer’s plate was dropping. In 1987, experts predicted chicken would outplace pork…

Digital Marketing

5 Ways to Heat Up Your Brand’s Instagram Engagement This Summer

Credit: Sporteluxe

These days, people don’t take a summer vacation from social, Instagram especially. Often the opposite is sad, but true in the days of constant connectivity and curation. Have you seen the amount of ‘grams from every boat, pool and beach people can get their ridiculous inflatable floats to?

So brands, if you think you can chill out this summer like you would by the pool, think again. Now is the time to heat things up!

Here’s five simple ways to start …

  • Refresh your hashtags – just like you would for your summer wardrobe, things need to be swapped out. Take a look at what’s still relevant and don’t be afraid to tap into other hashtags, i.e. if your food-focused, it does not mean you can’t leverage more lifestyle hashtags for discovery. And remember, you can have up to 30. That’s right, 30 — so there’s room for testing out a few new ones.
  • More meaningful seek and respond – we’ve all done it, thumbed through a feed as we like most of the posts having to do with our product, but how about developing more than just a short summer
  • Digital Marketing

    Game of Thrones: How HBO Fuels the Fire on Social

    Winter finally arrives this weekend in the much-anticipated seventh season premiere of HBO’s Game of Thrones. Even if you’re not a Thrones fan (shame), chances are you’ve heard of the world’s most popular show. Its complex character personas and layered plots rife with shock value have earned it a hungry cult following. Even during the show’s off-season, the internet can’t stop talking about it.

    HBO’s social media strategy has certainly helped online buzz surrounding Thrones spread like wildfire. Read on for a few examples of HBO’s brilliant social stunts.

  • A Facebook Live teaser quite literally consisting of fire and ice. Instead of the show’s usual spring debut, HBO announced in January that the season premiere would be delayed to accommodate the arrival of winter weather while shooting. To announce the series’ premiere date, HBO conducted a Facebook Live broadcast, using fire to melt a block of ice containing the date, asking users to comment “FIRE” or “DRACARYS” to reveal it. Though there were some technical difficulties with execution of the stunt, more than 162,000 people stuck around for reveal. And,
  • PR Industry Trends

    Amazon and Whole Foods, Verizon and Yahoo!, AT&T and Time Warner: What Does It All Mean for Marketers and Consumers?

    Amazon Acquires Whole Foods

    First on my list is Amazon’s acquisition of Whole Foods. The internet has been speculating how life as we know it will change forever. What’s clear is that the outlook for consumers is positive with theories that Amazon will create a wider selection of products at better prices tied together with a more convenient shopping experience.

    According to several sources, this could mean:

    • Lower prices achieved through Amazon’ supply chain to directly combat the biggest drawback of Whole Foods, otherwise known as “Whole Paycheck.” Organic food at lower prices with a convenience factor is sure to drum up business among millennials.
    • And speaking of convenience and customization, there are a multitude of theories that Amazon will create options to pick-up pre-ordered groceries, have them delivered to your door and/or select them in-store via tablets while they are collected for you.
    • Last but not least, the mashup of the brick and mortar experience without the hassle of lines. There is talk of eliminating the checkout process as devices are able to scan and automatically charge what customers put in their carts and then ultimately