How To Communicate Your Brand Personality Through Video

Companies typically spend thousands of dollars paying experts to help them nail down their brand voice, brand personality, and brand tone.  The larger a company is, the more voices are typically included in the process, and the longer it typically takes.

So now, after hours of workshops and surveys, your company has a specific brand tone and personality. It’s been emailed out to all of your employees. Maybe you even use it in your email signature, or have it tattooed on your arm. You work hard to make sure that every piece of written content fits with your brands persona, but now you want to try your hand at video.

Where video was formerly considered an extra tool to be used whenever time and budgets permit, more and more companies are starting to understand that video is the primary method that many millions of people consume content. So, as companies are consuming increasing amounts of video, content marketing managers are faced with a big question:

As you develop a video marketing program, how do you clearly communicate your brand’s personality in every piece? Read more

I Am Your Millennial

I am a millennial. What in the world does that mean?

I was born in 1988, right in the middle of the generation, defined by 9/11. 13 year-olds shouldn’t watch such things on television.

I am dichotomous.

I can’t decide whether I envision myself in a New York City apartment, some kind of digital Don Draper, or if I see myself in a cabin in Montana typing the next great American novel on an old Underwood.

This is a uniquely American idea, after all. I am not unique.

I shop at Whole Foods out of guilt. I own a home at 30 and find myself lucky amongst my peers.

I hide things from all except those I feel closest to.

I will research for hours before deciding on which 15 dollar bag of coffee to buy for the week.

I watch shows on HBO, Netflix, Hulu, and Amazon yet don’t pay for any of these services.

I am optimistic and pessimistic, light and dark, easygoing and obstinate, truthful and fraudulent.

I am confounding. I am a fork in the road of history. I am clearly arrogant. I am bashful.

I am exactly who you want me to be. Tell me what I already know. Tell me a story. But make it about me.

We know millennials. We can help you tell them a story. Let’s make something memorable.

 

 

 

 

Aaron’s Sneaker Vlog Episode 1: Aaron Sneaks into the Future

BBIM Social and Digital Media Coordinator Aaron Perkins likes sneakers. A lot. Welcome to episode 1 of Aaron’s Sneaker Vlog and stay tuned for more episodes.

Ski.com Does a Social Contest Right

Contests are back. Not that they ever went anywhere, but 2019 is shaping up to be a huge year for social contests. And one particular company recently used a contest the way we should all aspire to.

Ski.com knows its audience can only dream of skiing around the country free of charge, so that’s what they decided to offer. They called it “Epic Dream Job,” and the trip literally circled the globe. It included skiing in Vermont, Italy, France, Japan, and back to North America. With such a passionate audience and an amazing prize (and such an expensive sport), ski.com knew they’d get tons of entries.

Skiers submitted more than 1,100 video submissions and one lucky rider, Jackson Lebsack from Hood River, Oregon, won the trip. But here’s the catch. His one requirement for winning the trip was he had to document the whole trip on social media.

Ski.com did it right. They knew that where most companies mess up with contests is people submit and then they forget. Ski.com has been keeping those who submitted and those already interested engaged before, during, and, crucially, AFTER the contest.

Sure enough, the winner has already been announced, but here I am on social media keeping up with where Jackson is skiing today. The contest certainly didn’t end when the winner was announced, and that’s how you do social contests.

 

 

The Power of the “Shock Drop”

Sold Out. The two words that any sneaker head dreads seeing when trying to buy the newest sneaker. Seeing the notification pop up, knowing you’re in line to purchase it, only to see it sell out seconds later is a sneakerhead’s worst nightmare. With companies wanting to maximize profits, Nike and Jordan continue to prove that less can sometimes be way more for a hot sneaker release.

Last night, Travis Scott, arguably the hottest artist in the world, performed at the Grammy’s, wearing one of his latest Air Jordan collaborations. Back in June of last year, Scott has his first collaboration with the brand, the Air Jordan 4 “Cactus Jack.” Some sneaker websites and blogs dubbed it the Sneaker of the Year, for its nod to the Houston Oilers.

When word started to surface that another collaboration was in the works, social media started to buzz. As recently as last week, the shoe in question, the Air Jordan I “Cactus Jack” got an official release date, April 26th. Some fans, however, speculated the shoe might drop via a “shock drop” during his Super Bowl LIII performance, meaning that a portion of the stock would release early via the Nike SNKRS app.

While that never happened, fans held out hope something might happen during his Grammy performance. Sure enough, it did. Fans started to flock to the app in hopes to purchase them. As soon as fans logged on to the app, they were treated to the dreaded SOLD OUT screen. Some people speculated only 250 of the rumored 36,000 pairs were released last night, but why? One word. HYPE.

Jordan took advantage of arguably their biggest influencer performing at one of the biggest awards shows of the year, to generate even more hype for a shoe that isn’t expected to release for another two months. And with a rumored five more shoes scheduled to release this year from Scott and Jordan; the hype for this collection will continue to grow, bringing more awareness to the brand.

We’ve already seen this type of release happen once this year with the Air Jordan XI “Infrared.” With the shoe officially releasing this Saturday; it got a surprise drop on February 1st. 100’s of people were able to purchase a pair early. While the shoe will not be as limited at the Cactus Jack line, the early pairs sneaker heads are posting on social media only fuels the hype even more for those who missed out. People want what they can’t have, and Nike and Jordan have mastered this marketing tactic perfectly to get people to talk about their brand.

We Now Live in a Post Fyre Festival World

I remember waking up on a rainy, lazy weekend and heading on over to Pitchfork. My wife sleeps in. I don’t. So these mornings are when I catch up on what I might have missed during the week. I love my wife, but it’s one of my favorite parts of the week.

Of course, that morning, what caught my attention was this disaster called Fyre Festival. A mess put on by Billy McFarland and Ja Rule (it was probably my late-90s, early 00s music loving self that made me click on the story), the event had clearly gone astray.

Of course, the now infamous tweet of the plain bread with two cheese slices immediately made me gasp. I think it’s fair to say I became obsessed at that point. I wanted to know everything about how this could go so wrong.

In the last couple of weeks, two competing documentaries have been released on Hulu and Netflix. While the Hulu documentary, Fyre Fraud, highlights what is apparently wrong with youth culture at large, the Netflix documentary, Fyre: The Greatest Party that Never Happened, asks much more intriguing questions, especially of marketers.

How much culpability do marketers have in these situations? Are those marketing the event responsible for misleading, or does the blame fall squarely on those in charge? Are agencies simply to do as their told and not ask questions?

I don’t think we have the answers yet. But there is some soul-searching to be done, a line in the sand to be drawn. One thing is clear, though. Marketers now live in a post Fyre Festival world, where new considerations and questions must be asked.

The Age of the Individual

Marketers have for too long thought of marketing as a numbers game. They seek gains in followers, in revenue, in brand awareness. Seeking these numbers is not the problem per se, but in 2018, it is more necessary than ever to think of the individual in order to get those numbers.

We now live in an age where massive numbers of the population grew up with smartphones in their hands. Thanks to social media, individuals now have a brand, a platform, a way they see themselves. In order for brands to best connect with their customers, they have to understand this individual brand that develops among customers most likely to purchase their product.

That’s why in 2019, more and more brands are embracing political activism rather than rejecting it and straddling the fence, as brands had previously done for decades. Brands have to accept that they aren’t for everyone anymore. They cater to a specific subset of people who have very specific views. It’s vital for brands to become aware of just WHO this subset is. What do they believe in? What do they do for fun? Who are they influenced and inspired by?

This collection of individuals is now the customer base. How can we help you understand and connect with your unique set of individuals?

Egg Picture Beats Out Kylie Jenner

Sometimes cleverness can appear simple or even be concealed. And sometimes the best social media posts are anti-social media posts, which, yes, we understand is maybe the height of irony. But the account EGG GANG on Instagram understood the culture at large and took full advantage of it.

Whoever’s idea it was to try to beat Kylie Jenner’s previous most-liked Instagram post of all time (a photo of her daughter, Stormi, after giving birth) knew that people were hungry to reject the celebrity Instagram culture we live in and wanted to lay the smack down on that culture. Of course, all these people who liked the post did that by being on Instagram.

So we’re not sure who wins this one, but we are sure that Kylie Jenner probably loses. Sometimes simplicity and a dream is all you need on social media in 2019.

Social Media Trends for 2019

  1. Stories Rule Everything

Stories have now eclipsed the news feed and any other feed as the number one way people interact on social media. Every social platform is fully investing in stories and moving people towards them. But with this proliferation, stories from brands get lost in the shuffle. It is no longer acceptable to just post to your story. The content has to be creative, personal, fun, and has to fully take advantage of what makes stories so unique.

  1. The Death of the Bots

Bots were great a few years ago. They automated customer interactions and saved businesses money. But in 2019, customers are far too savvy for the bots to survive. Customers no longer accept a bot talking to them, and they can sniff them out quicker than ever. Brands must commit and, yes, spend money, on creating authentic interactions with their customers on social and digital media.

Let’s take the home company Snowe, for instance. Snowe is a hip, young company with a beautiful Instagram account. This Christmas, I ordered one of their bathrobes for my wife, and it came with a complimentary gift note. When the gift arrived, I was shocked to find the note was handwritten by someone. And the penmanship was good but was by no means done by a professional calligrapher. It was authentic and personal.

This is how brands must interact with customers in 2019.

  1. Get Political

It may sound contradictory that, as divided we are as a country, brands should get political. But consider this. Because of this division, companies that straddle the fence and ignore politics completely, will attract no customers. Yes, when brands get political they push some customers away, but they also gain them. We’re all fragmented into our own little political bubbles, and brands should pick their bubble too in order to keep talking a language their customers understand.

  1. Have Fun

Once again, maybe contradictory to getting political, but brands can’t be afraid to let their hair down a little in 2019 on social media. Take Wendy’s for instance, who have a consistently funny social media feed. They aren’t afraid to ruffle a few feathers or interact with the trends of the day in a fun and exciting way. And they aren’t afraid to poke fun at themselves. In essence, the brand feels like a person rather than a brand because it seems like whoever is behind the scenes is having fun. Let the reins loose. Let your smart, creative, fun people be just that.

© BrainBox Intelligent Marketing 2019. All rights reserved. All proprietary logos are the property of BrainBox Intelligent Marketing. All other logos are the property of their individual rights holders.