Our Blog – Arkside

13
Jul

“Pay Your Age” Turns to Rage

Growing up, did you have a special teddy bear or stuffed animal? I remember one of my first stuffed animals was a teddy bear gifted to me from my mom. It was the perfect size, sat up on its own, and was covered with the softest brown fur. Now more than 20 years later, I still have that bear. She survived trips back and forth to college, moving, and even getting a dog who has an affinity for stuffed creatures. Her fur isn’t nearly as soft anymore, her eyes have become dull, there’s a chip in her nose, and while she doesn’t adorn my bed anymore she sits on my dresser as a reminder of my childhood and as a bit of a security blanket as I move through my adult life. While my bear wasn’t a Build-A-Bear, I felt that little bit of magic that Build-A-Bear aims to bring into this world on the day that I got her.

Build-A-Bear Logo

About Build-A-Bear 

Build-A-Bear Workshop was founded in 1997 by Maxine Clark. In case you aren’t familiar with Build-A-Bear, it is a teddy-bear themed retail experience where children (and adults) can pick out their own stuffed animal, watch it be stuffed, put a “heart” in it, and dress it in various outfits. Just the stuffed animal alone can range anywhere from $6 for a 5 inch mini stuffed animal to $75 for a 36 inch jumbo stuffed friend. Now you might be starting to see why the Pay Your Age promotion was so popular.

The Pay Your Age Promotion

Build-A-Bear created their Pay Your Age promotion to draw awareness to their Count Your Candles offer. The Count Your Candles offer allows Build-A-Bear: Birthday Treat Bearchildren 14 and under to pay their age for the special Birthday Treat Bear during their birthday month. The Pay Your Age Promotion was an expansion of this program for one day only. This promotion allowed a child to pay their age for almost any furry friend in the store. Prices ranged from $1, for expectant mothers and children 1 and under, to $29, for the kid at heart. As long as someone 18 and older in the party was a member of the Build-A-Bear Bonus Club, the deal would apply to any member of the party who wanted to partake in the special. Have 2 kids and still have your eye on a special bear for yourself? You’d pay their ages plus $29 for your bear. Pretty exciting for a bear that could easily exceed $50.

This is where things started to go south. Build-A-Bear claims they underestimated the amount of interest the promotion was going to get, but if social media was any prediction of the way things were going to go, Build-A-Bear should have sensed trouble coming and made a backup plan. One of Build-A-Bear’s original Facebook Posts announcing the Pay Your Age promotion received about 111K comments, 191K Shares, and 37K Reactions. One of the original Tweets announcing the promotion was not nearly as impressive but above average for Build-A-Bear, with 486 comments, 1.5K Retweets, and 3.9K Likes. For a company who normally gets under 50 Likes on a Tweet and under 1,000 Reactions on a Facebook posts, this kind of attention should have started setting off alarm bells.

If social media wasn’t enough of a prediction, Build-A-Bear could have turned to Black Friday and Nutella Riots in France to give them an idea of just how excited people get for a good deal. As the Marketing Director at the Chartered Institute of Marketing, Gemma Butler, said, “This was an ill thought-out and unprofessional promotional execution, one that not only risks their own brand reputation, but has the potential to bring the wider marketing sector into disrepute.”

Everyone wants a Build-A-Bear

On the afternoon of July 11th, just a few short hours before the Pay Your Age Madness began, Build-A-Bear may have started to see the error of their ways. They issued statements on both Facebook and Twitter stating:

Thank you for the unprecedented response over the last 24 hours to our Pay Your Age Day event! As a result, we want to let you know that we are anticipating the potential of long lines and wait times. We will make every effort to help as many Guests as possible participate in this first-time event”…”We sincerely appreciate the incredible interest and heartfelt excitement and want to thank everyone in advance for your patience.

Keep in mind, our new Count Your Candles program is available to Bonus Club members all year long and allows children under 14 to pay their age for our special Birthday Treat Bear during the month of their birthday.”

However, this still didn’t seem to warn them that the lines would be chaotic. Build-A-Bear had to close lines for their Pay Your Age Day Event at 8 AM Pacific, before many stores on the West Coast had even opened for the day. This quickly started the wave of disappointment and tears that would continue throughout the day. By mid-morning people were beginning to be turned away. While some were offered $15 off vouchers others were given nothing.

So You Didn’t Get a Build-A-Bear

Yesterday afternoon, Build-A-Bear finally uncovered their eyes, issued a public relations statement regarding their failed promotion, and tried to make things right. They issued the following statement across social media and on their website.

ST. LOUIS – July 12, 2018 – Build-A-Bear Workshop’s Pay Your Age Day event generated an overwhelming response, resulting in long lines, extensive waits and disappointed Guests. We feel it is important to share that, based on the information available to us before the day began, we could not have predicted this reaction to our Pay Your Age Day event. We understand that many Guests were turned away as, due to safety concerns created by the crowds, authorities in certain locations closed Build-A-Bear stores and, in other locations, we were forced to limit the line. Unfortunately, given these circumstances, we were unable to serve all of our Guests for the Pay Your Age Day event.

In response, we distributed vouchers to Guests, who were present in lines, to be redeemed for a future purchase. We are now making vouchers available to our Build-A-Bear Bonus Club members in the U.S. and Canada who log into their account by midnight on July 15, 2018. Vouchers related to this event will be honored through August 31, 2018.

It is our sincere desire for all of our Guests to enjoy the best Build-A-Bear experience possible. As such, our goal with the voucher extension is to enable us to better flow traffic to the stores over the next several weeks to avoid long lines and wait times as much as possible. Therefore, we strongly encourage Guests to consider delaying their trip to Build-A-Bear, and we appreciate everyone’s understanding and patience in this matter.

Build-A-Bear Workshop takes seriously the privilege of providing our valued Guests with an opportunity to make a furry friend. It is with that spirit that we created our Pay Your Age Day event and the new, year-long Count Your Candles birthday program, where kids 14 and under can “pay their age” for our new Birthday Treat Bear during their birthday month.

Thank you for your passion and continued support.

While their statement was well written it was greatly lacking. Everyone was able to predict that the reaction to the Pay Your Age promotion was going to be overwhelming. One did not need to have marketing or retail experience to know that a discount of this magnitude would encourage insane crowds, fighting, and general chaos. If the average human could predict this kind of chaos, why couldn’t Build-A-Bear?

So What About that Coupon?

Build-A-Bear did issue a coupon just like they said they would. The coupon is only valid for Bonus Club members, does offer $15 off certain furry friends, and is good July 13th through August 31st. However, there is a major problem. The disclaimer says, “Limit one coupon per Bonus Club membership account. Limit one coupon per transaction.” That’s a major change from the Pay Your Age Event. Remember our family, the one with 2 kids and the adult wanting a bear of their own. Well, bad news for them- only one of their little angels will be getting the $15 OFF their Furry-Friend. While the parent, could simply use 3 different email address so all members of their family could use the coupon, that’s 3 different Build-A-Bear Bonus Club accounts and a lot of juggling. The discount also doesn’t come close to the discount that could have been obtained during the Pay Your Age Day event.

The Teddy Bear Walk of Shame

The day after the failed Pay Your Age Event, the CEO of Build-A-Bear, Sharon Price John, apologized on the Today show. While John does apologize for the failed event and admits they wanted to “increase accessibility for kids to make their own Furry Friend and take it home.” Numerous times during the interview, John claims “There was no way for us to have estimated the kind of impact, those kind of crowds. It far surpassed anything we ever could’ve known.”

That’s a problem. This situation was easy to predict. It was easy to predict that chaos was going to come from discounts this steep. It was easy to see that Build-A-Bear was not going to be able to meet the demands of this event. While everyone else was able to see this coming, Build-A-Bear was seemingly unable to put two and two together and make the connection. Whatever the reason, their ignorance to audience response to their Pay You Age Event is inexcusable.

While John’s apology does seem heartfelt, it’s not enough to make up for their naïve lack of knowledge and the way they handled this chaos. They took what they claim is “the most fun you’ll ever make” and turned it into a disastrous event that as one little boy in New York said “was not worth it!”

What Could Build-A-Bear Have Done Differently?

While the Pay Your Age Day event did have the possibility to make Build-A-Bear more accessible to children and families of all walks of life, the attention that a discount of this magnitude receives is always intense. Build-A-Bear could have done a number of things differently. Some ways they could have changed their event to make it a success are:

  • Host a Pay Your Age Week
  • Set up an RSVP system that required interested parties to pre-register for the event. This would have allowed them to limit it to the number of people they could handle per hour and the number of hours the store was open that particular day.
  • They could have held a lottery (or multiple lotteries) to randomly select members from their Bonus Club to receive an invitation to this special event.

Build-A-Bear could have also done their research to see that this event was going to be chaotic. Almost anyone who has ever been out in public would have been able to predict the chaos from an event like this.

Moving Forward

Build-A-Bear has made their den and now they need to sleep in it. They need to understand that what they did was wrong and ignorance is not a good enough excuse. Internally, they need to reexamine their teams and processes to make sure any event the attempt to host in the future is properly thought out and the crowd size is correctly estimated. Externally, Build-A-Bear needs to but the magic back in the Teddy Bear experience. They disappointed a lot of families and a single $15 off coupon will not suffice in restoring that level of trust.

25
Jun

IGTV: Not All Good News for Advertisers

The wait is over. IGTV is now public and offers a new capability to content creators and marketers like you to deliver long-form video on one of the most popular social media platforms. But how does this Facebook-owned technology impact the market?

No Longer Just an Instant Camera Telegram

For those who didn’t know, the name “Instagram” was a combination of “instant camera” and “telegram”. It was intended to be a purely visual platform without the clutter of sidebars or lengthy posts. Just square photos and a filter to share what you were doing at that moment. Instagram was very popular and earned its first million accounts in just two months.

It has since evolved, especially after being purchased by Facebook. It first launched exclusively on Apple phones and waited two years before releasing a version for Android. A very limited desktop version also came down the pike along with versions for Windows phones. Additional features such as messaging, posting multiple images in a single post, and Stories (to combat Snapchat) came later.

The new IGTV video feature is interesting because it makes two bold statements:

  1. That “instant” moment is no longer all that matters.
  2. Instagram is hunting for YouTube.

IGTV Video for Marketing

YouTube has always dominated the online video space. This is helped in no small part from its owner: Google. Its videos receive prime real estate in Google searches and it has built a massive dugout of content creators, corporate partnerships, and viewing audiences. Like Facebook, it is the 800lb. gorilla in the room that everyone must dance with at some point.

But Instagram is now courting YouTube content creators. They want to position themselves as a destination for new content and younger audiences that already use the platform for hours each day. For individual or corporate content creators whose target audience is an Instagram user, this is a great win. You now have a greater tool with which to connect with your audience. The measurement metrics will probably be insufficient for significant study of your audience, but it will be a start.  Instagram is trying to lure creators from YouTube to offer new brand placement opportunities, partnerships, and creativity. All of this equals revenue.

The long-form video format now allows creators to collaborate with each other and do so for more than 60 seconds. It allows interviews, comedy skits, and product demos not previously possible. Again, for marketers trying to reach Instagram users, all of these new tools are exciting. Keep in mind, a one hour IGTV video is not available to everyone. You must have a large following or a certified account to receive the maximum benefit.

The Downside of IGTV for Marketing

Yes, there is a downside. The biggest negative impact will be in platform diversity. IGTV is now a powerful contender in the realm of video destinations. You now have one more platform to which you need to direct your audience. So where does your video belong? YouTube? Facebook? Vimeo? IGTV? Obviously this means you need to understand your audience’s social media preferences as deeply as possible.

IGTV also limits how you use such videos in the future. There is no way to embed these videos on your website or in other social media platforms. You can embed YouTube videos nearly anywhere. Also, the only long-form video allowed on IGTV is something pre-recorded. That means no live long-form content. If you record for an hour, it will probably be another hour before it is done uploading.

Is IGTV Right for You?

This is actually easy to answer. If your audience prefers to consume content from Instagram over other platforms, the new IGTV is probably a strong addition to your media delivery options. You’ll have to be very particular about the type of content you place there, but your audience will appreciate the new videos.

If your audience is not primarily on Instagram, you can include it in the rare moments it may be ideal for a particular campaign, but avoid it the rest of the time. Also, keep in mind that good Instagram content may not make good IGTV content. Evolving a still image of a Mustang to a 15 minute test drive would be great. A still image of a Thanksgiving table may be enough so you don’t have to see your sketchy uncle unbutton his pants.

22
May

The Importance of Product Branding

by Christian Cuevas, Operations Assistant

What is product branding? Why is it important?

Branding refers to the way people perceive your business; these perceptions are a reflection of what your company means to them.  Company branding is often seen as something that may develop naturally throughout the life of the business; however, it is a very critical aspect to a companies success which requires going beyond getting the job done. Establishing an emotional connection between a person and the business he/she is dealing with is not an easy thing, especially in highly competitive markets. In competitive markets, businesses must find ways to differentiate themselves in order for consumers to easily determine where they are going to buy their good or service. Business owners often try achieving this differentiation through lowering the cost of their good or service. But they can also do so through well executed product branding.

Apple logo branding on iphoneThough consumers will generally respond positively towards a cheaper alternative, there is a reason people are willing to pay $1,000 for a smartphone that has the same functions as a phone that costs half of that price. As you read that last sentence,  your brain may have already automatically made a connection between a product and a company. Regardless if you are a fan of Apple or not, their immense popularity in the marketplace is undeniable. When Apple released their first iPhone, they took an existing product (the smartphone) and made it different.  Along with a new design, they created an operating system that provided people with a unique user interface and on the back of this product was the iconic Apple logo. Apple features their logo on every product making it easy for consumers to associate the bitten apple logo with all of the positive experiences and connotations that come with it. Apple is consistent with both the quality of their products and the unique experience they offer to each individual consumer. To many Apple users, the experience they have with products is so unique that they become extremely loyal to the company. Alternatives are not an option to these loyal customers, which gives the company an edge in their industry. Although much of the branding for Apple has come from their differentiation in the experience a consumer has with their products, the consistency in the use of their logo acts as a flag for their consumers to proudly wave.

Product Branding

Not all companies can brand the same way that Apple has branded themselves. There are some companies that have products that largely vary in target audiences. Apple’s products appeal to a very large group of people, making the user experience very uniform among most product users. The buyer of an iPhone may also want an iPad. In other cases user experiences are purposely made to vary because the audience is very different. For example, a car company is not going to brand a minivan the way they brand their high performance sports car. This is simple because the feelings that consumers expect and want from the vehicles are completely different. A person looking for a new family van may desire most the feeling of safety and comfort, while the person looking for that high performance sports car is most interested in the feeling of adrenaline and excitement. Perhaps the company is dedicated to mostly make family oriented vehicles, but they also produce that one sports car; in that case it would be wise to brand the sports car differently from how the car company as a whole has been branded. Show below, you can see the front ends of two sports cars from different competitors. Although both cars are respectively very beautiful, well-designed performance vehicles, one has an element of branding that may have already allowed you to picture the entire car.

Mustang branding on a grille

The emblem on top comes from the front end of a Ford Mustang, while the bottom one comes from the front end of a Chevrolet Camaro.  Can you guess which has been branded better? In 1965 when the first year of Mustangs were produced, rather than being badged with the standard company badges the Mustang was badged with a symbol representing power, endurance, and speed. This symbol is still placed all over modern day Mustangs. Both consistency and repetition are crucial when creating a connection between a symbol and a customer. The Chevrolet Camaro has had various redesigns in their logo since the first year it was created, which made its brand a bit unclear over the years. Today, we will see Camaros badged with the same logos that you can find on any of Chevrolet’s vehicles, reducing the vehicles unique qualities. In comparison, Ford has taken a different approach in how they uniquely tailored their Mustang product branding. The logo is not only seen on the front and rear of the car, but it is also placed on the middle of the steering wheel to greet the driver as they enter the vehicle. Though it is a small difference, it is the small branding details that can make a difference when a person is looking to make a purchase. In this case, since both vehicles are similar in performance, it may just be the brand that may persuade a consumer to buy a particular car.  Building unique experiences that allow consumers to develop an emotional connection to your product or service is essential to establishing customer loyalty.

3
Feb

The Product Placement that Killed Jack Pearson

Brands love product placements. The perfect product placement can do wonders for introducing a new audience to brand or gain a brand new attention. One famous example of this is the relationship between Hershey and ET. When Mars passed on the chance to have M&Ms featured in the film, the path was cleared for Hershey and Reese’s Pieces. Within two weeks of the film’s release, Reese’s Pieces sales tripled. But what happens when a brand doesn’t ask for a product placement and that placement kills a beloved TV character? Crock-Pot recently found out when one of their devices was the cause of the fire that killed American’s most beloved father, Jack Pearson, on This Is Us.

This Is Us became America’s new favorite TV show in September of 2016. With emotional twists to rival those in Shondaland (Grey’s Anatomy and How To Get Away With Murder) and the lovable likeness of Parenthood, Americans fell in love with the Pearson family and the show that followed them on the journey of life. It was revealed in the first season that Jack Pearson, the father, had passed away tragically before the Pearson children went away to college and that his absence greatly impacted them years later. Through flashbacks, viewers got a sense of who Jack was and began to fall more and more in love with the character. As season 1 continued, Americans became more and more curious about how the beloved father met his demise.

Americans got their answer on January 23rd, 2018. Viewers watched as Jack went about cleaning the kitchen, turned off the Crock-Pot, tidied up the rest of the home, turned off the light in the living room, said goodnight to the dog, and threw a red towel up against the Crock-Pot. After turning out the lights and going to bed, viewers see the day the Pearsons’ were gifted the Crock-Pot and the original owner telling them about the wonky switch. It is only then that viewers watched in horror as the Pearson family home catches fire as the family sleeps on, unaware that anything is amiss.

Backlash for Crock-Pot began swiftly after the episode as Crock-Pot owners reached for their Crock-Pots to deposit them safely in the trash. Backlash continued on social media flooding both Twitter and Facebook with messages about #JusticeForJack and promises to never use their Crock-Pot again.

Crock-Pot acted quickly to attempt to put out the firestorm around them and their beloved slow cookers. Previously not on Twitter, Crock-Pot created the Twitter handle @crockpotcares to respond to frightened Crock-Pot owners and those placing blame on the company for killing off their favorite character. They began using hashtags like #TrustTheCrock and #CrockPotIsInnocent to help dispel fear and garner support for the brand. Dan Fogelman, writer and producer for This Is Us, even took to Twitter to remind fans of the show that “it was a 20 year old fictional crockpot with an already funky switch”.

On Facebook, Crock-Pot continued to respond to comments from scared Crock-Pot users to help assure them that the trusted Crock-Pot they had been using was perfectly safe. Crock-Pot also responded thanking dedicated Crock-Pot fans for their continued support. While some responses were the same, they tried to personalize each message and tied in something about This Is Us and Jack Pearson to try to connect with scared fans. Crock-Pot issued a statement January 25th on Facebook two days after the episode aired to try to stop the spread of the Crock-Pot disaster and reassure fans that Crock-Pots were safe to use.

The faulty Crock-Pot was a shock to many This Is Us fans and an even bigger shock to Crock-Pot. From their first response to a negative review, it is clear Crock-Pot was unware of the firestorm headed their way and were innocently sleeping while social media went into a frenzy. When they awoke from their peaceful slumber they took action to attempt to put out the firestorm directed at them. Crock-Pot was quick to get themselves on Twitter and replied to a handful of Tweets directed at their brand. They continued this strategy mainly on Facebook where they had more of an established presence and were better equipped to handle the amount of fallout coming their way.

While Crock-Pot did a great job quickly handling an unforeseen situation, they could have responded quicker and more efficiently if they had had the right tools in their arsenal from the start. Having software that listens for brand name mentions can help quickly identify references and let the responsible party respond quickly through one platform. Some programs even offer suggested responses that can help speed up response time and give the person managing social media something to work with.

Crock-Pot still needs to stay on their toes as another wave of Crock-Pot-hating could be on the way when the next episode airs after the Big Game. Good Luck Crock-Pot. We hope you use more than just Facebook in the future.

1
Feb

Shorter Name and a Better Logo

from Nathan Greenberg

Over the years, I have worked with many C-suite executives, directors, and other business leaders to shape, grow, and improve their branding. Often I tell them that they need to listen to outside opinions to better understand who they are and how their company is perceived. Why? Because business owners or managers -especially entrepreneurs- cannot view themselves objectively. Over the last couple of years, I have been listening to my fair share of outside opinions.

I became a shining example of “physician heal thyself”.

A Stubborn Executive

Old logoArkside Marketing officially began on February 4, 2010. Our eight year anniversary will be celebrated in three days. Earlier in 2017 I came to realize that we were suffering from brandmark confusion.

To the left, you see our original logo (in a vertical layout). People saw our logo our logo as an “M”. People saw purple and brown. In fact, I vaguely recall the original designer of the logo asking me if it was an “M”, but I pushed right passed that! “No, it’s an ‘A’ and an ‘M’. I’m so creative!” Instead of learning from a few years of this reaction, I took it as a challenge to explain that it was actually an “A” and an “M” and the company colors were blue and yellow/gold.  After 6 years, I asked our new Lead Designer to “clean up” our image with proper blue and yellow colors.

Before you ask: I have no explanation for why I did not try to solve the A/M confusion at the same time.

We also had a challenge with our name. It was clearly defined when we had a great employee named Mark. This was his cold calling introduction: “Hi. This is Mark, from Arkside Marketing.” Oy vey.

We suffered from Arkitis.

In 2017, something snapped. I heard yet one more person call our logo “the M”. That was it. The proverbial straw. It was time to change the logo. Only took me seven years to learn. But it also presented an opportunity to do something to our name that I had been thinking about for two years. It was time to shorten our company name.

The Process of Change

This was an opportunity to practice what I preached. There would be no “design (or death) by committee”, but I valued the array of insights available in my own team. From production to accounting, I knew each had an opinion that could help the process while simultaneously reinforcing our culture of inclusion. This may be my company, but I appreciate the support and wisdom of others to make us all more successful.

We began with a good assortment of VERY different directions. It allowed us to refine what we liked and eliminate the definite no’s. Quickly I realized that if we were going to shorten the name, it would be ideal to do the same to the logo. The style was unique, just badly executed by me. This also helps avoid any mass confusion about the company changing. We would still be the same great company, but with a modified logo and simpler name.

New Arkside logoWith that direction, we changed the logo to be a true “A” and maintain the colors. “Arkside Marketing” became “Arkside”. We aren’t dropping any part of our marketing services. To the contrary – we will have some expansion announcements this year! We just eliminated the obvious. There were now logo layouts not previously possible with two long words. You will be seeing those across various media as the new brand is rolled out.

The result is the shorter name and logo we unveil today.

What’s Changing at Arkside?

Just a shorter name and logo. At least when it comes to our brandmark. We are still the same awesome marketing resource you and many other companies have come to rely upon for the last eight years.

But there are other important changes coming this year. We look forward to bringing a new website online before Q2 with a more modern design and new capabilities such as a complete store of promotional products, custom apparel options, and even the ability to order print items such as business cards and banners.

We are also bringing new technology and processes to our in-house operations that will streamline customer service, order processing, and production.

Thank You

To all of you who have given your opinions, insights, and ideas, I thank you. Certainly to those friends and family who have supported my ventures and trusted me with your business, you have made the last eight years possible. You mean more to me than I can ever fully express. But I will always try.

Thankfulness has been part of this company and I take this moment to refresh that practice.

So “thank you”, and welcome to Arkside again.

18
Dec

Facebook Algorithm Update Targets Engagement Bait

Facebook announced a new algorithm update today. You already know social media success continues to elude many organizations today. It isn’t hard to understand why: The algorithms governing each social media network are shrouded in mystery, competition for attention is fierce, and it takes significant knowledge to know how to trigger engagement from the audience.

Facebook Algorithm Update: Targeting Engagement Bait

Facebook announced today that they are changing their algorithm so that posts using “engagement bait” are penalized. This effort specifically targets posts from people or Pages that ask readers to “Like” it, vote with a specific emoji reaction, or share it. Facebook has been working to find new ways of keeping its users connected to the platform while balancing the desires of their business users and advertisers.

According to Facebook’s announcement today:

So, starting this week, we will begin demoting individual posts from people and Pages that use engagement bait.

Additionally, over the coming weeks, we will begin implementing stricter demotions for Pages that systematically and repeatedly use engagement bait to artificially gain reach in News Feed. We will roll out this Page-level demotion over the course of several weeks to give publishers time to adapt and avoid inadvertently using engagement bait in their posts. Moving forward, we will continue to find ways to improve and scale our efforts to reduce engagement bait.

The goal with this December Facebook algorithm update falls in line with Facebook’s priority in recent years: authenticity. They want content to shared that creates authentic interest and engagement. It is interesting to note that Facebook will penalize people and organizations for engagement baiting behavior. The Arkside team has noticed that whenever they are making an algorithm change to try and squeeze more money out of advertisers, they don’t apply the same standards to people. In this case, they are doing exactly that. This is a sign that they want a better experience, not just more money.

Social Media Best Practices

As a business owner or manager, your social media success depends on working with a team that stays current on social media changes and trends. You can’t risk running afoul of the rules and wasting your invested time and money. This new Facebook algorithm update means that you need to create engaging content that is of true interest to your audience.

If you would like a free consultation on how our accomplished team can improve your social media results, contact our office today!

(Image credit: Facebook)

1
Nov

Statement After a Tragedy – Good and Bad

When faced with a tragedy, we are often left with a loss of words. We feel like we need to say something but we just can’t come up with the right sentiment. That’s where the phrase, “our thoughts and prayers are with the victims…” comes into play. Celebrities, news outlets, companies, individuals, and even the Commander-in-Chief use this phrase any time tragedy strikes. So what should you do when making a statement after a tragedy.

Why it’s best to avoid the phrase

The over-use of the phrase, “our thoughts and prayers are with the victims” has left it devoid of emotion or impact and has turned it into the canned response attached to tragedies. It has no meaning or attachment to the tragedy at hand; it is merely something to be said. Make no mistake: the statement you make after a tragedy is part of your marketing because it is part of the humanity of your brand.

Think of the last time you lost someone you loved. You probably heard the words, “we’re sorry for your loss” or “they’re in a better place” over and over. These two phrases have lost the heart of their meaning. They comfort the person saying them but do little to comfort those who are left trying to deal with the loss or tragedy.

But what if that’s how we feel?

In times of tragedy your thoughts and prayers may really be with the victims. You may be thinking about them, you may have a personal connection to them, you may even be praying for them. But your copywriting matters now more than ever. The English language is a vast one, and there are countless other things that can be said instead of the same canned phrase that everyone else is saying. Crafting a statement that is unique to your business makes what you have to say more heartfelt and believable. It also shows that you took the time to really think about what you had to say and didn’t just prattle off some standard response.

So what can be said instead?

Speak the truth. If you or your business has a personal connection to the tragedy, it’s usually okay to talk about that. Your audience will most likely value an open and honest description about how you and your employees are feeling.

What will you do? Many times companies will take action in light of a tragedy. Will you be hosting a blood drive in your parking lot, volunteering your time, donating teddy bears to younger victims? If you are thinking of hosting some sort of event to benefit the victims, now is a great time to share. We’ve all heard that actions speak louder than words. Sharing what you’re planning on doing shows action and a drive to help those affected by the tragedy. You should also take whatever time is necessary to ensure the effort will actually benefit victims. Donate to reputable organizations and make sure the donation is usable in a reasonable time frame.

Say nothing. As a child, we were all told, “If you can’t say something nice, don’t say it at all.” The same principle applies here, if you can’t think of something meaningful to add to the conversation – don’t say anything. In times of tragedy, the conversation is already packed with statements and news articles pertaining to the events surrounding the tragedy. If you weren’t directly involved, it is completely okay to keep silent if you don’t have anything meaningful to add. If you were directly involved, a timely statement is necessary and it should also be heartfelt. Taking a moment to pause before immediately addressing your stakeholders will ensure that you’ve collected your thoughts and are prepared to present a statement that shows consideration and thought which will ultimate showcase the heart of you or your business.

Examples of a Good Public Statement After a Tragedy

On Sunday, October 1st, tragedy struck the Route 91 Harvest Festival in Las Vegas. The unthinkable acts of one man caused the largest mass shooting in modern history. There have been many statements of love and support for those who were impacted by this great tragedy. One statement in particular stood apart from the rest. On October 3rd, the festival organizers issued their statement about the deadly event:

“On behalf of the entire Route 91 Harvest Family, we are completely devastated by the event that occurred last night.

Our deepest sympathies go out to the injured and the deceased and their loved ones. Senseless violence has claimed the souls of our fans and we have little in the way of answers.

Our eternal gratitude goes out to the LVMPD, Emergency services, security guards, and fans for their selfless acts of bravery while trying to help those in need.

While we will try and move forward, we will never forget this day.
We will NOT let hate win over LOVE.
We will NOT be defeated by senseless violence.
We WILL persevere, and honor the souls that were lost.

Because it matters.

– BOC/Route 91 Harvest”

Another company that crafted a heartfelt statement is LiveNation, the promoter behind Route 91 Harvest. Their statement is as follows:

We are heartbroken over the tragedy that took place at the Route 91 Harvest festival. To think that anyone would want to inflict harm on a gathering of music lovers is beyond our comprehension. 

And while we are stunned and grieving over this incomprehensible act of violence, we know that this is a moment when we must come together to prevent more tragedies like this from occurring. 

Live Nation will do everything in our power to support the victims and their families through the aftermath of this horrendous event and extends our deepest gratitude to the heroic first responders who helped save as many lives as possible. To our Live Nation on-site employees, we cannot thank you enough for your bravery and perseverance over the past 24 hours and will ensure you have the resources and support necessary to heal from this.

In both cases, these companies took the time to write statements that truly reflected their brands. They gathered their thoughts surrounding this senseless tragedy and crafted something beautiful. They honored those lost, those injured, and the brave men and women who acted heroically to help those in need. Nothing about their statements feel forced or canned. These were not prewritten statements waiting in a folder somewhere to be used, these are statements filled with heart and meaning.

Need Help with Your Crisis Management?

Contact our office to learn more about our consultation, copywriting, or full-service crisis management capabilities. We can help your organization in a wide variety of capacities including press conferences, speech drafting, employee training, and customer communication.

951.579.4121
info@arksidemarketing.com

5
May

Arkside Becomes Social Media Partner with Sprout Social

Early last year, we began a search for our official social media partner. Due to the varied nature of our client list, the sheer number of profiles we managed on a daily basis, and our commitment to cross-media integration, we needed a robust platform that could grow with us and be responsive enough to handle our requests and recommendations. After testing six different platform, including industry leaders Buffer and Hootsuite, Sprout Social was our ultimate choice. Together we have grown over the last year and we are both taking our next great leaps together.

Arkside Marketing is now a Founding Member of the Sprout Social Agency Partner Program!

“But what does that mean for me?” Good question. We’re very excited about the answer!

The Sprout platform has already enabled us to offer incredible results for our clients. Their content curation and posting abilities are strong compliments to our unique, cutting-edge social media strategies. When it comes to social, we strive to be a social media partner. Our clients routinely outperform industry standards for engagement every month. Now we will be working more closely than ever with Sprout and creating new opportunities. These are just some of the tools at our disposal for the benefit of our clients:

  • Direct API access to key social media networks Facebook, Twitter, LinkedIn, Instagram, and Google+.
  • Sprout’s Viralpost audience engagement analyzer
  • In-platform image editing
  • Employee advocacy support (“brandvocates”)
  • Competitor tracking
  • Keyword monitoring
  • RSS feed integration
  • Post click tracking
  • Google Analytics integration
  • The latest social media industry news, tips, and strategy
  • Case studies and whitepapers
  • Mobile & desktop curation, scheduling, posting, and monitoring
  • Enhanced customer support
  • Access to an exclusive community of social media professionals

From Day 1, Arkside has always believed in treating our media vendors like partners. We treasure our relationships because the media is a partner in the success of our clients. That approach has paid tremendous dividends. This week is another shining example. Sprout has worked with more than 17,000 clients over the last seven years including UPS, Bentley, Hyatt, and Stanford University. They have won more than 25 awards since their founding. We are honored to be chosen in a small group representing less than 0.004% of their client roster to help launch their new Agency Partner Program.

Why Arkside as Your Social Media Partner?

There are thousands of individuals and agencies to choose from that offer social media management. As Founding Members of the Sprout Social Agency Partner Program, we collaborate with their amazing team which elevates our abilities to drive new brand awareness and revenue to your business. We offer expertise in organic and paid social media campaigns. Beyond social, we can analyze, optimize, and integrate other media such as radio, billboards, and Google into your media mix for the best possible ROI on your marketing investment.

For organizations that have an in-house marketing team, we work with seamless collaboration to ensure success. They are a vital element of content development. Our CEO and Digital Coordinator can train your existing staff (once or at regular intervals) on the latest social media best practices, internal process development, crisis management, and employee empowerment.

If you looking for a social media partner to see the best results from social media, contact us today. The consultation is free. We can even perform a confidential audit of your existing vendor to identify potential areas of improvement. Give us a call and let’s explore your possibilities!

1
May

What is Broadcast Media?

Cutting to the chase: Broadcast media is radio and television. Even amidst the pop culture dominance of the internet, broadcast media still commands the largest share of the advertising pie nationwide. Put the audio and visual media to work for you as your company earns larger market share, stronger branding, and increased sales. If you are looking for cost-efficient lead generation, you need to be looking at radio and television advertising.

Not only are radio and television the main media for advertising today, they are continually developing new ways to reach their audience. The SyFy cable network launched a show (“Defiance”) that combines interactions on a video game with the plot of a series show. Radio stations are supplementing on-air campaigns with digital media to provide on-air and on-screen promotions to those who stream the station through their computer.

Multiple studies have shown that combining radio and television can help advertisers reach audiences not achievable with only one medium or the other.

What Is Broadcast Media?

  • Broadcast television
  • Cable television
  • On-demand television
  • TV/web integration
  • Local, network, and national radio
  • On-air endorsements
  • Long-form programming
  • Multi-language programming

The Power of Radio

Radio reaches more Americans than any other advertising media. As an example, let’s look at Los Angeles, CA. It is the #1 radio revenue market in the world and generates more than $1 billion dollars in sales each year. In that market alone, more than 9 million people listen to radio each week. People are loyal to radio and love listening to their favorite DJ or talk show host. The shows become part of their routines as they drive to and from work or run errands or take kids to school. There is probably at least one conversation in your office every day that starts with, “I heard on the radio this morning…” The reason? More adults in L.A. listen to radio in a week than will visit Google+ in a month!

Radio offers a unique method to achieve Top-Of-Mind-Awareness (TOMA). As people listen to radio advertising and don’t rely on visual cues they would get from TV or a website, your ad is playing in a “theater of the mind”. For example, the phrase “a soft pillow” could conjure an image of a white silk pillowcase on a down pillow for one person whereas another person could be thinking of the cute yellow pillow they had as a child. That openness for interpretation means the quality of your copywriting is vital to success. You have an opportunity to connect with a listener through their own experiences, ideas, and dreams.

The Power of Television

We just mentioned a unique power of radio to achieve TOMA. Television advertising -another part of broadcast media- is the most powerful medium currently available to put your brand at the forefront of your customers’ minds. The combination of audio and visual messages allows for a dual delivery of your marketing message.

Television Advertising Choices

There is a huge range of choices when it comes demographic targeting with television advertising. The most basic is network vs. cable. Attach your brand to the prestige and authority of companies such as ABC, CBS, NBC, or Fox. Take advantage of the huge variety of cable networks that enable you to selectively target viewers based on income, hobbies, ethnicity, favorite sports, gender, sexual orientation, education level, or any combination you may need.

Much has been said about the impact of TiVO/DVR devices and people skipping commercials. Multiple studies have shown that advertising on TV continues to be one of the most effective marketing methods available. Only about 50% of DVR-owning households actually skip commercials. And many of those that skip have been shown to retain what they see in fast-forward or -most importantly- see something that catches their attention and will go back to watch the full ad.

The newest addition to television advertising success is the multi-screen viewer. Millions of Americans watch TV while also surfing the internet on their desktop, laptop, tablet, or smartphone. These potential customers can see your add on television and surf immediately over to your website to learn more about your company or product. Conversely, a potential customer can share reactions on Facebook or Twitter to their favorite shows and see your mobile or other online ad appear. A great example of this was the recent airing of “Sharknado” on the SyFy cable network. This B-level movie on a low tier network generated more than 300,000 live Tweets while it was airing.

How Do Radio and TV Help My Company?

  • Credibility via popular media
  • Branding to a loyal audience
  • Association with customer’s favorite show/actor/DJ/host
  • Top Of Mind Awareness (TOMA)
  • Unique demographic targeting
  • Multi-screen engagement

Contact Us Today

9
Apr

The Value of Promotional Items and Custom Apparel

If you can put something in their hand, it makes the job of remembering you a lot easier. Most people (60%) who receive a promo item will keep it for two years and use it regularly. (Relevant Insights, 2013). Are you looking to make an impact with great promotional items and custom apparel?

Promotional items and apparel can help you greatly improve the presentation of your company. Your image becomes more professional and memorable. So let’s explore how your logo on a product or apparel item can help your marketing.

First Impressions

You never have a second chance to make a first impression. When your prospect is first introduced to your brand, make use of every tool at your disposal. Enable your employees to be brand ambassadors with each meeting or introduction by giving them branded apparel with the company logo. Can they hand out a custom pen to a prospective client or a balloon with your restaurant logo to every child who visits?

Show customers you care by making an investment in their relationship with you. Promotional items and customized apparel are excellent examples of how to make a great first impression.

Lasting Impressions

You know a first impression is important and you want it to be a good one. Now how do you make that good first impression last longer? A survey from LJ Market Research showed that people recalled the name of a company on a promotional item (76%) more than a company they saw previously in a print ad (53%). Like an app for a smartphone, promotional items can stay with your customer even after they’ve left. It is something they can carry around with them forever and keep your brand in their daily lives. For example, a tow truck company should give out key chains so their customers don’t have to wonder about who to call in an emergency. Or a law firm can send employees to a national conference wearing custom polo shirts with the firm logo and give them custom golf balls to distribute.

This makes remembering your company a lot easier. It also shows the inherent value in a well thought out promotional product gift and professional apparel for giveaway or employees.

According to a recent study, the industries with the best (not the only, just the best) recall rates were: financial services, retailers, apparel brands and electronics manufacturers.

How To Choose Promotional Items and Custom Apparel

According to our newest catalog, there are more than 300,000 promotional products and apparel for sale today. There are literally thousands of choices available and some of them are perfect for your business. You should keep the following in mind when making your promotional items and custom apparel selections:

Promotional Items

  1. Does the item fit my company brand? (A car dealership shouldn’t hand out custom flasks.)
  2. How many will I need?
  3. What is my budget for promotional products?
  4. Do they need a case/bag for distributing?
  5. What do I want to promote? (Logo? Website address? Famous quote? Slogan?)

Custom Apparel

  1. Are these for employees or customers?
  2. How many will I need?
  3. Do I know what sizes I will need?
  4. Imprint on front and back?
  5. What do I want to promote? (Logo? Website address? Famous quote? Slogan?)

To ensure you are getting the best product at the best price and the most creativity, speak to an Arkside representative today.