Category: Marketing

No Apologies: Authentic Brands

Clairemont InternBlog, Marketing, Public Relations, , , , ,

Today’s consumers are perceptive, able to keenly sniff out performative authenticity. Potential clients and consumers of a company seek to support cause-driven brands that align with their own values. According to an article by Entrepreneur, brands should cultivate consumer loyalty through originality, “find an angle that nobody has taken before, and develop an image and voice that are wholly your own.”

What original content do people want, anyway?

As the largest living adult generation with an estimated total spending of $1.4 trillion over the course of 2020, millennials make up a powerful part of the market. The youngest age group, Generation Z, has companies scrambling to secure its approval, since this generation’s buying power equals more than $140 billion. 

For millennials, here are a few important statistics to remember:

“Sixty-one percent of millennials are worried about the state of the world and feel personally responsible to make a difference.” – Huffington Post

“Eighty-four percent of millennials don’t trust traditional advertising.” –Hubspot

In addition, marketers should keep in mind that Generation Z is aware of obvious marketing pitches, wanting products that offer them an experience over a tangible item. Generation Z asks, “What experience will your product bring me?” According to an article by Mention, “Products are 25 percent of what you sell. The rest is an intangible feeling tied to the product.”

In the current marketing climate, consumers of all ages value brands that are socially responsible and authentic. Here are a few brands that have been originally and unapologetically authentic, earning the respect (and business) of their audiences. 

Burger King Shoutout

Burger King has been known to challenge the status quo with its advertisements, whether through humorous television commercials or with bold visual and verbal content. Burger King has perfected its brand voice to be cheeky, witty and unafraid of highlighting prevalent social happenings. Take a peek at a few of the ways Burger King “roasted” its competition with effective advertising. 

The latest Burger King ad went so far beyond blatant boldness that it didn’t initially seem to make sense. What was this advertisement? A big, detailed picture of a moldy, unappetizing BK burger, along with the caption, “The beauty of no artificial preservatives.” 

The message of this content was clear: Burger King’s burgers are made with fresh ingredients, so they get moldy if left out. Burger King’s global CMO, Fernando Machado, believes that in order to grab people’s attention, an ad needs to trigger an intense emotional response. During the recent EffWeek conference hosted by the Institute of Practitioners of Advertising, Machado said, “If you want to cut through the clutter and not rely on an insanely big budget, which most marketers don’t have, you need to do things that are bold and edgy and hit a nerve.”

This ad certainly hits a nerve. It avoids being labeled as a “typical ad,” and it promotes a certain idea of the type of food experience you’re getting by dining at Burger King. Check, check and double-check. 

Patagonia Shoutout

Patagonia is another example of a brand that is more concerned with the message and cause that it’s backing rather than focusing on the simple appeal of an aesthetic logo. 

While Patagonia loves raw advertisements using video content of real people using its gear to adventure in real life, one of its latest advertisements took an unapologetic social and political stand. 

Sewn into a style of shorts is the message, “Vote the Arseholes Out.” While not referring to any specific candidate, Patagonia is calling its consumers to vote out any candidate that rolls back environmental protection and does not actively attempt to control climate change. Patagonia’s European marketing director, Alex Weller says that making such an ambitious statement challenges the company to “rethink how it approaches business,” and shift its focus to being both sustainable and profitable. 

Patagonia has identified its company values, and its advertisements reflect this. The company’s goal isn’t to “fuel a superficial desire” for its products but rather to create intrigue about the effects of environmental impact through its brand voice. 

The best part?

People are taking notice.

Want to know how to make your brand bold and bodacious? We’ve got ideas. Shoot us an email!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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How Brands Get the Ha-Has

Clairemont InternBlog, Marketing, Wonderfully Random, , , ,

The way to a consumer’s heart might just be through his or her funny bone. Using humor in marketing breaks down walls and showcases a brand’s one-of-a-kind personality. When it comes to captivating comedy, what brands have landed the laughs with their target audience?

All About Brand Awareness

The driving motivation behind advertising efforts is to generate brand awareness with memorable campaigns that ultimately drive sales, of course. While some might say doing business leaves little room for humor, integrating a splash of silliness is proven to foster meaningful connections between consumers and a brand. The use of comedy not only serves to build brand identity, but humor marketing also gives a brand its own personality and air of authenticity. 

Which Brands Have Struck Their Audience’s Funny Bone? 

When a brand successfully leverages comedy to resonate with an audience, people take notice. In 2010, Old Spice made a bold decision that saved its brand during the Superbowl commercial break. A men’s grooming products brand, Old Spice advertised to the female partners of the men that would be the purchasers of Old Spice products. The viral marketing campaign, “the man your man could smell like,” garnered 220,000 YouTube views in a matter of hours after launching. 

The marketing genius behind this madness?

Humor, audience engagement and tons of quality content. Old Spice invited social media users on various platforms to submit questions to ask the “Old Spice Man” that would go live in an ad. People loved it, and the ads garnered attention, excitement and interest without relatively low cost and effort. Positive exposure for a brand because of a man cracking cool comments in front of a shower? That’s the beauty of humor marketing. 

What other brands have successfully dabbled in comedy? 

State Farm’s beloved Jake from State Farm, the quirky, potty-humored ads from the Dollar Shave Club and Clorox’s jokes about situations where you might need a Clorox wipe are all fantastic examples of the potential of humor marketing. 

Sarcasm Status: Trending

Twitter has normalized a casual, sarcastic tone for its users, giving brands an opportunity to capitalize on a casual marketing medium while showcasing a different part of their brands’ voices and personas. 

Wendy’s has earned a reputation on Twitter for being sassy, sarcastic and downright hilarious. While Wendy’s television and print advertising tactics might blend in with any other fast food joint, Wendy’s Twitter account has earned the brand a whole new level of awareness. From Tweets like, “Hey @McDonald’s, roast us.” to sassy exchanges with the Burger King Twitter account, Wendy’s has amassed a huge following, all because of its form of humor. 

Wendy’s isn’t the only brand to recognize the beauty of Twitter’s casual essence. Moon Pie has perfected the art of offhand hilarity with its tweets. This strategy has worked so well for its brand recognition that people who don’t even eat Moon Pies still give them a follow, including me!

The Impact of Empathy

Especially amidst a pandemic, humor in marketing can both boost a brand and serve as a much needed breath of fresh air. According to an excerpt from a Marketing Week article, “There’s an old Vaudeville expression that laughter is the shortest distance between two people.”

One of the main goals of marketing is to connect with an audience and to empathize with them. Humor can accomplish this, bridging the gap between a brand and its audience. Author Andrew Tarvin once said, “Both humor and marketing are about communication … If you get a consumer to laugh, you get them to listen. If you get them to listen, you get them to learn, and ultimately act.” 

If a brand can make an emotional connection by mixing compassion and humor together, it will establish itself positively in the mind of its audience. Here are a few brands that have managed to create content that does just that. 

Want to know more about marketing methods? Look at our blog about the magic of memes!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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Effective Socially Distanced Events

Cherith AndesBlog, Marketing, Public Relations, , ,

When the pandemic first hit, trade shows, conferences and networking soirees were slashed and canceled. And then, like any marketers worth their salt, teams quickly reimagined experiences to proffer a plethora of socially distanced and virtual events.

Now in late 2020, we’ve moved past the stage of tech requirements and logistics into a world of cinematic engagement and meaningful connection. Since user experience (UX) takes precedence more than ever, use these strategies to ensure your virtual/socially distanced events are leaving an impact and inspiring action.

Shake up the format.

If hosting a virtual meeting, it’s easy to go with good ‘ol Zoom. Webinars provide a strong medium for information dissemination abetted by Powerpoint and graphics. However, while effective, webinars can be downright boring, so ensure you’re orchestrating multiple live touch points throughout the experience.

Create an interactive two-way environment (or four-way, nine-way, 453-way, whatever is needed). The Institute of Internal Auditors, for example, peppered its virtual symposium with points of interaction that simulated an in-person conference. In addition to an agenda of presentations and Q&As, attendees could purchase items from a virtual bookstore or watch video ads during scheduled coffee breaks. Similarly, SAP hosted a virtual learning studio that provided learning exercises in a gamified, Jeopardy-style format.

Create connection conduits.

Key in on cornerstone engagement tactics that work in both virtual and socially distanced experiences.

PREWORK: Kickstart engagement before kickstarting the event. Send a survey to participants with questions, ensuring that they already have buy-in prior to that opening session. What keeps you up at night? What one learning are you looking to take with you? What does success look like in your role? Share the results and tailor the content to address the feedback.

ICEBREAKERS: People still connect with people. So create space, such as breakout rooms, for community builders. For smaller, more familiar groups, choose an easy, organic approach by posting a trivia fact and prompting attendees to identify the corresponding person.

Image from Icebreaker, an online event platform to connect groups through activities.

For larger events, networking tools can add the needed pizazz, such as Icebreaker, an online event platform that connects groups through activities and games, or Brella, which can pair attendees one-on-one for mentorship and networking.

BREAKS: Don’t let your planned pre-session or break time become dead space. Offer live entertainment (magicians? favorite bands? comedians?) as an opener or midway through a session when attendees experience visual fatigue. Offer a fitness challenge during the breaks or host a virtual scavenger hunt. (Winner gets good swag!)

SWAG: Speaking of goodies … leverage opportunities to host giveaways, rewarding those that participate in challenges, complete surveys or simply register for sessions. (Check out a candy bag of fun ideas here.)

INTERACTIVE SURVEYS: Utilize live polls to get real-time feedback, direct where presenters spend more time or get a pulse on the knowledge level and needs of your audience.

PLAYLISTS: Tailored tunes speak to the heart. Create a playlist of themed songs around your event, and share prior (via email, text or social media event) or as part of the event kick off. Clairemont crafted a playlist to celebrate the 2020 Women in Business Week. (Hey, any jams you would add?)

PARTY IN A BOX: This one is my favorite. Set the atmosphere by sending your participants a box o’ goodies prior to the event, from branded swag to costumes and snacks.

Clairemont clients are cranking out coolness.

Check out these Clairemont clients putting these best practices to best use!

ZOOM THROUGH THE PAGES: Carrie Knowles, author of 40+ years and 2014 Piedmont Laureate, hosts virtual book clubs and writing workshops. With her sweet spot of 12-15 attendees, Carrie fashions an interactive format with storytelling, open dialogue and real-time exercises. For her book clubs, she helps create the ambience of the book by encouraging attendees to order food and beverages that fit the theme of the novel.

Photo courtesy of Will Cooper and the Chatham Rabbits.

TUNES ON TIRES: Wendell Falls, one of the largest master-planned communities in the Triangle, keeps its residents connected through a bevy of socially distanced themes and events. Last month, Wendell Falls replaced its hallmark outdoor concerts with a traveling band. The Chatham Rabbits set up its band on a trailer and road tripped through neighborhoods, regaling porch-side guests with its storytelling and songs.

VINO AND VERBIAGE: Vita Vite, Raleigh’s acclaimed wine bar and art gallery, created a legacy of book clubs where friends gathered over a glass of wine to discuss their monthly read. VV owner Lindsay Rice concocted a special set up by welcoming her guests to BYOB (Bring Your Own Blankets) and join her on the spacious lawn outside her North Hills location. Groups could order a favorite wine/beer and cheese plate from the bar and “pod up” into self-made mini discussion groups on the lawn. Blanket + beverage + book = beloved good time.

Events are our specialty.

And we have an invitation for you.

  1. Borrow a few of our good ideas!
  2. Out of ideas? Email us to tap into our expertise!
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Primary Insights into Color Marketing

Clairemont InternBlog, Inspirational, Marketing, ,

Colors and marketing are complementary. They work together, bringing vivid visualizations to campaigns, persuading buying decisions and shaping consumer perceptions. The strategic use of hues and shades not only makes a business logo stylish, but it also communicates a clear message to your audience. 

When it comes to your brand’s image, what kind of picture are you painting?

The Psychology of Color in Marketing

People tend to associate certain colors with specific emotions, making color a valuable communications and marketing tool. For example, red conveys power, strength, hunger or love, while blue channels a calm, cool and collected vibe. Therefore, knowledge and application of the emotions that color can evoke are vital to any brand campaign or advertising endeavor. 

Recognizing that colors can communicate feelings, emotions and perceptions in relation to a brand is powerful knowledge.  

Painting Your Brand in a Positive Light

In the study titled Impact of Color on Marketing, analysts found that up to 90 percent of a brand’s first impressions are made on the basis of color. Potential consumers make snap judgments on colors and brands based on perceived appropriateness of the use of the color with a specific brand. In other words, consumers want to know: do these colors align with what this brand is selling?

What would Coca-Cola be without its uplifting and energetic red logo? Would anyone easily recognize a Tiffany’s package without its signature teal box and white ribbon? If McDonald’s made its golden arches green, how would it influence its brand image?

At Clairemont, we love the happy hues of pink, teal and light green. 

  • Pink showcases our imaginative campaign ideas and boundless creativity.  
  • Green highlights our desire for personal and professional growth along with our team’s positive energy, of course! 
  • Teal emphasizes Clairemont’s professionalism and reliability, and channels our signature “keeping calm under pressure” promise. 

As Coco Chanel says, “The best color in the whole world is the one that looks good on you.” As your organization crafts campaigns, brainstorms social media posts and launches advertisements, consider which colors “look good” on your business. How do they further your message and align with your brand’s mission?  

Brightening Audience Impact

When we use colors effectively, we not only catch our audience’s attention, but we also increase its memory, engagement and knowledge of our brand. 

Flashing back to 2000, Heinz took its classic red ketchup and made it green. This innovative “EZ Squirt Blastin’ Green Ketchup” sold more than 10 million bottles in its first seven months on the market. Changing a condiment color from red to green led to Heinz raking in about $23 million in sales that year, its highest revenue increase to date. Kids’ excitement over colorful ketchup led to orange, purple, teal, blue and pink joining the product lineup. While the hype for this wonderfully weird product ultimately died down, it was enough to garner attention to the Heinz Company and significantly boost sales while the product was popular.

Heinz hasn’t been the only company to recognize the power of color. When Apple introduced a stock of colorful iPhones, Macbooks and iPods, the simple shift of color in its product offering revitalized its brand and sales. Even Skittles’ long-running advertising slogan “Taste the Rainbow” is clear evidence of color’s influence in marketing campaigns. 

Curious for a deeper look into color and its impact on an audience? Give this guide a read!

Colorful Personalities

Your brand isn’t the only thing that can be explained and better understood using color theory. The True Colors Personality Test uses four colors — green, blue, orange and gold — to classify and describe an individual’s core traits and motivations. 

Using the method of color to understand values, self-perception and preferred methods of communication is an interesting tool that can be leveraged to improve self-awareness and communication with teammates and peers. 

Curious about your true color? Take the test here!

From personalities to branding, color possesses the power to make a positive impact. So don’t be afraid to get creative and scribble a little outside the lines.

Orange you glad you gave this a read? Give a few more of our bright ideas a skim in the Creative Challenge section of our blog!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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Harness the Magic of Memes

Cherith AndesBlog, Marketing, Social Media + Influencer Engagement, , , 1 Comment on Harness the Magic of Memes

A picture is worth a thousand words … but what about a meme?

To Bud Light, a meme is worth hiring a C-level employee. Recently Bud Light released a rather humorous call for applications on its website for a Chief Meme Officer (CMO).

“We at Bud Light have created the perfect hard seltzer. It’s five-times filtered, 100 calories, and comes in four delicious flavors. But we know a hard seltzer is only as good as its memes and, unfortunately, our memes are trash. We need someone who can change that for us; someone who can pull us out of the pits of cringe, someone who knows how to use the lasso thingy in Photoshop, someone like you. Please help us. Please.”

The remainder of the page sports downloadable brand assets, a brief job description and templates (in lieu of Photoshop). Even though it appears to be a part-time job at $5,000 per month, Bud Light is paving a smooth path for eligible applicants.

Memes: Social Media’s Darlings

While a meme traditionally consisted of an image paired with humorous or sarcastic text, it now includes a breadth of media types, from poems to remixed songs. Memes have a highly viral — albeit often short — lifespan, spreading like wildfire and yielding high engagement rates.

Why? Part of their efficacy might be due to social media’s algorithms. Many platforms, like Instagram and Facebook, give preference to visual media types and hence increase the visibility of memes.

However, the stronger pull stems from the content itself.

  • Memes feel approachable. Rather than the highly produced feel of ads, memes exude an air of authenticity with their home-made aesthetic. This quality especially appeals to Gen Z-ers, who resist the photoshopped and filtered products of the millennials.
  • Memes make the viewer feel “in the know.” Most memes riff off a cultural reference, ranging from a moment at the Oscars to an actor’s expression from a sitcom. Even though these are often widely known references, viewers feel privileged when they recognize the joke.
  • Memes prompt interaction. Memes are relatable. “We’ve all been there.” “I totally feel that.” “Ugh! Yes!” People often see themselves in a well-done meme, prompting them to like and tag friends who will also find the content humorous. And we know what happens to social media’s algorithm when interaction increases. (Visibility skyrockets — begetting a cycle of interaction and visibility … you get the picture.)
Meme combines famous actor with relatable experience of being on a Zoom call. Meme from NCSU_Memes.
  • Memes serve as a coping mechanism. Research also reveals that memes can also have a psychological benefit, helping viewers process crisis, trauma or challenges through humor.
Meme utilizes reference to the popular musical, Hamilton, while tapping into a common reaction to current events. Meme from AllIDoIsDisney.

How to Create and Use the Magic

  • Listen … socially. Memes are a product of social conversation, and in order to tap into a trend, you have to discover it first. Set up a system or leverage social listening tools (like Sprout, Meltwater, etc.) to spot a rising meme.
  • Crowdsource the research. If two heads are better than one … fill up the room with researchers! Set up a team by channel or topic to watch trends, brainstorm ideas and pitch ideas for incorporating memes into your content.
  • Stay on brand. This harkens back to the golden rule of marketing — knowing your audience’s demographic, psychographic and engagement patterns. Ensure that memes will resonate with your audience. (For example, a “Cheers” meme may not hit home with Gen Z generation.)
  • Act fast and use wisely. Memes are a flash in the pan. Don’t wait weeks — or even days — to vet and tinker. Conversely, use memes sparingly, like spice in cooking, and allow room for your brand’s original posts and engagement drivers.

We love a good meme. And as much as we love sharing them, we love creating them even more.

How can we help you boost your social media strategy?

Drop us a line!

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