How does a business say farewell? Family is showing us how: with grace, humanity, and gratitude. On January 5, Family Video went out of business. All its brick-and-mortar stores closed. But the brand is still alive — ironically in the digital world that helped usher in the company’s demise.
Family Video’s corporate Facebook page is something to behold. On Facebook, Family Video continues to share tributes from customers and ex-employees saying farewell. Keeping the digital lights on and letting letting the Family video community comment openly on social media is a branding masterstroke. Here are some sample posts:
“I’ll never forget how it felt to walk through a video store and pick up some rentals along with some food and drinks for a special movie night with your family. It was an irreplaceable nostalgic feeling… A sense of awe and wonder in my childhood when I would go to the video store.”
“I used to go to my local store every Sunday after work, met some great people who worked for the company and bought hundreds of movies.”
“My husband and I met working at your Fond du Lac, WI location. We dated for 5 years, and have been married for almost 8, and have a 4 year old son together. We are together because of FV.”
“We will miss Family Video and the employees that we became friends with!!!!!”
“I spent 8 great year with family video and 6 of it as an assistant manager. I’ve shared so many memories with my children and many others in my community. To this day everyone who sees me, reminds me how much they miss me and the store, almost like were one in the same, apparently.”
“So appreciated the free kids videos when my kids were young and I was young and poor! Sad to see you go.”
“The 10 years that I worked for and managed Family Video stores were some of my favorite years. I formed many friendships that I still have to this day . . . Thank you for all of those years. They have helped me become the manager and person that I am today.”
“We had our ten year vow renewal photos taken at Family Video. True story!”
“We had our engagement photos taken at Family Video. True story!”
Common themes emerge:
Family Video meant tradition. Going to the store, stocking up on movies, and buying other goodies for movie night made the movie watching experience special in a way that flipping on the TV and watching movies on demand through a streaming service does not. And the availability of streaming services does not always mean availability of a movie you want to see. The Family Video inventory mattered. You could find popular movies and also some more obscured choices in back catalogue.
Family Video was about connecting people with each other. This was certainly true of my experience. I always got a kick out of talking with the dudes behind the counter who reminded me of the stoner surfer Spicoli from Fast Times at Ridgemont High. You cannot connect like that with someone on Zoom.
But all those advantages that made Family Video special were doomed by the Covid-19 pandemic. Going to the video store and being with other people became, well, outright dangerous in 2020. And Family Video never recovered.
The Family Video Facebook also continues to share content such as movie-related posts and crowdsourced memes, cartoons, and even some humor that pokes fun at its own demise.
The brand is consistent, too: on socials such as Instagram and Twitter, Family Video cross-promotes customer stories and comments itself actively with the same grace and sense of humor:
And I’m going to guess that selling Family Video merchandise will perpetuate a retro vibe with the cool kids:
The Family Video business is dead. Long live the Family Video brand.
Could you have predicted that McDonald’s would be unable to keep up with demand for Value Meals during a global pandemic that has crushed the restaurant industry? Or that a song recorded by Fleetwood Mac 43 years ago would re-enter the Billboard charts? Or that a 90-year-old juice company would suddenly become cool?
All those things have happened in 2020 because of a perfect storm of media, personalities, and brands known as cultural relevance. Cultural relevance is something like a Holy Grail for brands because being culturally relevant is a way to build an emotional bond with people — and branding is all about emotion. Brands become culturally relevant when they connect with an audience through their attitudes, beliefs, and behaviors. Sometimes cultural relevance means shaping attitudes, beliefs, and behaviors, too. (Netflix is an example of a brand that shapes attitudes, beliefs, and behaviors in addition to connecting with them.)
Let’s take a closer look at a few examples from recent weeks.
McDonald’s and Travis Scott
When McDonald’s and hip-hop star Travis Scott launched the Travis Scott Value Meal on September 4, they tapped into a cultural relationship between fast food and hip-hop that arguably dates back to Run-DMC name checking KFC and McDonald’s in “You Be Illin’,” and NWA and LL Cool J both showing Burger King love in “I Ain’t That 1” and “The Bristol Hotel,” respectively. L.A.-based Fatburger achieved national fame in 1992 when Ice Cube name checked the chain in the song “It Was a Good Day.”
After that, Fatburger became the unofficial burger stand of choice for the hip-hop world, with artists such as Biggie Smalls calling out the restaurant either in song or word. Another famous L.A. eatery, Roscoe’s House of Chicken & Waffles, is so beloved by hip-hop stars that Snoop Dogg offered to buy the joint when it faced financial problems.
The fast food industry understands the power of hip-hop to confer cultural relevance, too. Back in 2005, McDonald’s enlisted the help of a marketing firm to recruit hip-hop artists to mention Big Macs in their songs. Having deep pockets doesn’t make you culturally relevant, of course. But you can borrow cultural relevance by forming the right relationships. And that’s what McDonald’s did by co-branding with Travis Scott recently.
The McDonald’s campaign with Travis Scott ran from September 4 to October 8. It featured not only the Travis Scott Value Meal, but also the sale of related merchandise such as a $90 pillow that sold out in days. Scott also starred in a commercial for Mickey D’s.
The campaign was so popular that McDonald’s could not keep up with the demand for the Travis Scott Value Meals. McDonald’s said that the campaign helped the company achieve the highest monthly same-store sales in nearly a decade.
McDonald’s US chief marketing officer Morgan Flatley told Business Insider that McDonald’s decided to team up with Scott because of his cultural impact, especially when it comes to younger customers:
His ability to kind of see where culture is going and have a hand in where culture is going is really unique. Then you couple that with his huge followership and his fans, social-media footprint, and . . . 3 billion streams. He just has an incredible audience.
The relationship with McDonald’s also spawned an amusing behavior among younger customers who rolled up to McDonald’s drive-through lanes and placed their orders for the Travis Scott Meal with their own creative spin, such as announcing cryptically, “You know what I want,” or “You know why we’re here,” and then blasting Scott’s hit song, “Sicko Mode.”
The “Sicko Mode”-style ordering also lit up TikTok, with fans posting their “Sicko Mode” moments on videos that went viral. Fans had so much fun coming up with their own distinct ways to order the Travis Scott Meal that McDonald’s executives sent a memo to employees, giving a heads up regarding the different vernacular one might expect in the drive-through lane, and encouraging employees to just roll with it.
“To reduce confusion, please make crew aware of these monikers or alternate ordering methods,” the memo said.
This is what cultural relevance is all about: influencing how people actually talk and behave. And all this happened in just weeks.
Choose wisely. The McDonald’s/Travis Scott relationship made McDonald’s more culturally relevant with hip-hop fans, and Travis Scott more relevant with fast food nation. Money alone did not create cultural relevance: good judgment in a branding partner did. McDonald’s benefitted especially because Travis Scott’s star was exploding in 2020, as I discussed recently in a Hacker Noon article.
Be true to your brand. Everything about the relationship was perfect for Scott’s larger-than-life personality. He’s like the Salvador Dali of hip-hop – a wildly creative artist who pushes boundaries, an example being performing while riding a roller coaster during his concerts. All the merchandise featured during the campaign, such as the oversized McNugget pillow and the sticker bomb hoodie, were perfect for his brand and McDonald’s. The Travis Scott Value Meal itself was simply the kind of food anyone can get at McDonald’s all the time – a Quarter Pounder with cheese, fries with BBQ sauce to dip, and a Sprite — repackaged for the campaign.
McDonald’s is now trying to repeat its success with a new Value Meal that features Colombian reggaeton musician J Balvin – an obvious attempt to court a more global Latin audience. Let’s see if the J Balvin Meal extends the winning streak.
Nathan Apodaca, TikTok, Fleetwood Mac, and Ocean Spray
TikTok star Nathan Apodaca, who works in a potato processing plant when he’s not creating viral TikTok videos for millions of followers, is at the center of a feel-good story during a year that needs one.
On September 25, Apodaca posted a TikTok video of himself cruising on longboard beside a highway, swigging from a jug of Ocean Spray Cran-Raspberry juice, and lip syncing to the Fleetwood Mac 1977 song “Dreams.” In one of those gloriously sweet internet moments that no one can predict, the clip went viral, creating a huge sensation. More than 170,000 TikTok users created their own homage videos featuring “Dreams.” The original video generated millions of views and reactions.
Why? Partly because Apodaca already had a large following on TikTok, where viral stars and global influencers are made. But it was the chill vibe of the video that mattered most. In reality, he was heading to his job on a longboard because his car wasn’t working – and yet, he was unflappably cool, lip syncing to a perfectly chill song that instantly evokes 1970s nostalgia. The entire vibe was something we all aspire to, especially during these stressful times.
But the story didn’t end there. By mid-October, “Dreams” re-entered the Billboard 100 chart for the first time in decades. And Fleetwood Mac seized the opportunity to keep the momentum going. Stevie Nicks, who wrote the song, created her own response video, singing along with the original recording of “Dreams” while she sat on a piano bench next to a container of Ocean Spray and laced up a pair of roller skates.
Mick Fleetwood created a TikTok account to pay homage to the song and surprised Apodaca by thanking him live on a BBC interview.
“We owe you,” Fleetwood said, fittingly.
Meanwhile, Ocean Spray jumped in. CEO Tom Hayes joined TikTok to make his own response video.
Even better, Ocean Spray gifted Apodaca with a new truck to replace the broken vehicle that caused the need for creating a video in the first place. The Tom Hayes TikTok response humanized the corporate brand, and the truck gift was a perfect gesture that created goodwill for the brand at a time when people want brands to share positivity during hard times. (In a recent Twitter survey, 74 percent of respondents said brands should showcase acts of kindness during the pandemic, and 70 percent of respondents said brands should boost positivity and share positive stories.)
Meanwhile, Nathan Apodaca has taken a leave of absence from his job to manage the opportunities that have come his way, including potentially launching his own cannabis strain in California (he’d already been running a side hustle selling knitted beanies).
Be opportunistic and agile. Ocean Spray and Fleetwood Mac both seized the opportunity to create brand love by responding with their own TikTok videos. And they acted quickly while the viral sensation was peaking.
Be authentic. Neither Ocean Spray nor Fleetwood Mac did anything too “corporate.” Their videos felt authentic and not overly polished, befitting the TikTok platform. As TikTok Global Head of Business marketing Katie Puris told Adweek, “Brands don’t have to feel like they need to show up as being perfect. Our community doesn’t expect that from them.”
Do good. Both Mick Fleetwood and Ocean Spray showed class and created goodwill by publicly thanking Apodaca and, in Ocean Spray’s case, donating a truck. It was the least they could do for a man who put them both back on the map.
Nathan Apodaca’s TikTok video was the equivalent of a Guardians of the Galaxy soundtrack making 1970s hits popular again, or Stranger Thingstriggering a resurgence of interest in 1980s products such as New Coke. Brands cannot always know when a viral sensation will happen. But they can have a game plan for knowing how act quickly and capitalize on a culturally relevant moment.
As Katie Puris said, “You can’t plan for viral. Don’t just wait for a moment to be opportunistic, but plan for this to be a component in the way you think about building your brand all of the time, with an always-on strategy. And have a plan in place for when these opportunities do show up.”
Brands Will Keep Partnering with Musicians
Scott’s relationship with McDonald’s demonstrates how an elite group of musicians, the new music moguls, have become brands unto themselves, wielding power through their cultural relevance. Musicians used to align themselves with non-music brands such as McDonald’s to gain more power, visibility, and wealth. But an elite group of musicians, such as Jay-Z and Kanye West, have become so powerful that they’ve inverted the model. Some have changed the model completely by creating non-music brands. For example, Rihanna’s Fenty beauty line is credited for compelling the beauty industry to create more inclusive products, a phenomenon known as the Fenty Effect. Arguably, Rihanna as a fashion and beauty brand has eclipsed Rihanna the musician.
Travis Scott is inheriting the mantle from this high-flying group — a next-generation music mogul.
As for Nathan Apodaca? Whether his cannabis venture works out or not, he’s just going to keep doing what he’s doing. As he told Insider, “I just do me, that ain’t gonna change. I’m gonna keep skateboarding and doing my longboard videos because those make me feel good. My little dance videos, my little skits that I do, it’s just exciting to me. It’s fun and exciting because I get to see the joy that it brings people.”
Celebrities sure have been stepping in it lately. A lot. In their attempts to connect with people around the world during the COVID-19 pandemic, many actors, musicians, and other public figures have come across as painfully tone-deaf. Finding examples is like shooting fish in a barrel. There was the cringeworthy “Imagine” singalong by a parade of out-of-touch (and out of tune) personalities. And David Geffen trying to relate to the masses by posting an Instagram image of his self-isolation on his $590 million superyacht. Or how about actress Evangeline Lilly blithely discussing on Instagram her disregard for social distancing (unwittingly predicting the social distancing backlash that would erupt among right-wing fringe groups in April)?
And then there’s Madonna, in a category all her own. As if posting an Instagram video of herself immersed in rose-petal-covered bathwater were not enough, she also created bizarre, rambling Instagram “quarantine diaries” in which she pondered a burning spear making its way into her inner core before discussing the loss of people in her life due to COVID-19 while a jaunty oboe played in the background.
And that’s just scratching the surface of celebrity weirdness. It’s gotten so bad that we’re seeing a new genre of fairly in-depth news media analysis that might be best described as Celebrity Screwups in the Time of Coronavirus, including a major New York Times article, “Celebrity Culture Is Burning,” and a BBC piece, “Do Celebrities Still Matter in a Crisis?”
You Can’t Always Get What You Want
Yup, celebrities can be horrible. But for every miscue, many are using their power and visibility to help in some genuinely touching ways, especially when they stick to their knitting and uplift us with their talents. We saw an example of celebrities at their best during the multi-hour One World: Together at Home concert livestreamed on April 18 to benefit healthcare workers and others on the front lines of the pandemic. Several musicians ranging from Lizzo to Paul McCartney performed single-song sets from remote locations (you can view many of them here). And the performances were consistently moving. Lizzo’s powerful rendition of “A Change Is Gonna Come” offered hope.
The Rolling Stones’s “You Can’t Always Get What You Want” was an emotional moment that will endure for ages.
The musicians relied on their stagecraft to connect with people they could not even see. Consider the Rolling Stones, for example, appearing from four separate rooms. There was Mick Jagger, blowing us a kiss, his voice soaring above global sorrow. Ronnie, punching his fist in the air and exhorting us to sing — he could not see us, but he could feel us. There was Keith Richards, transcending the ravages of his life, smiling, lost in the moment of music, like some ancient blues man casting a spell. And Charlie Watts, grinning sheepishly as we all realized one of the world’s greatest drummers was playing air drums just like everyone else at home. The Stones have been on a journey with us during some painful times: wars, acts of terror, natural disasters, recessions, and now a global pandemic.
And I must give props to Ronnie Wood, who has taken to Instagram to speak to recovering alcoholics who, like himself, are facing struggles of their own as they are cut off from their sponsors.
In the Footsteps of Celebrities
In recent weeks, I’ve spent some time following their words and checking out their Instagram Live Q&As. Although I witnessed some boring misfires (John Mayer, I am looking at you), I’ve also seen some sparkling, warm moments. The other night the musician Weyes Blood hosted a Q&A via Instagram livestream, and I learned, among other things, that she’s a Scooby Doo fan.
“Scooby Doo, where the F — — are you?” she asked, accurately reading the room as she expressed what we have all been asking.
The poet Scarlett Sabet has hosted some Q&As on Instagram, too, from London somewhere, presumably her home. I realize that Scarlett Sabet is an award-winning poet. But many of us on that Q&A were hanging out with her virtually because she’s dating FREAKING JIMMY PAGE.
She was pretty nice and thoughtful during the Q&A, patiently handling questions from people whose Instagram handles are all variations of Led Zeppelin song names. I’m sure she realizes many of us were joining her Q&A hoping for a fleeting glimpse of Jimmy Page poking his head into the tiny phone frame or maybe playing a lick of “Black Dog” to keep things lively. At one point, I humbly posted a comment about the importance of creating art during hard times. Like everyone else’s little spurts of information, mine appeared on the Instagram screen for everyone to see. Lo and behold, she gave me a shout-out by name, even mentioning my handle.
Eventually she shut down her Q&A after a voice in the distance called her to dinner. The low murmur came so fast that I could not make out who it was. I pictured Page himself, sitting impatiently at the dinner table while pondering the possibility of re-issuing Coda as a 5.1 remix.
The Best of Times
Many famous musicians, bless their hearts, continue to perform concerts from their homes or, in the case of Neil Young, apparently from some distant planet. Dennis DeYoung, sitting at a piano, reintroduced us to the song “The Best of Times,” nearly 40 years after recording the tune with Styx. His voice, a little weathered by 73 years of living, still carried more emotional resonance than I would have dared to expect.
On March 22, Courtney Barnett hosted a three-hour benefit for Oxfam using the magic of Instagram Live — getting a jump on One World: Together at Home by a month. She brought in different musicians such as Sheryl Crow and Lukas Nelson from their homes. There was a homemade charm to the performances, and a lot of amusingly awkward “How do I use this phone?” moments as musicians navigated a performance without the help of their roadies.
And dang if those musicians weren’t kind of charming, too. At one point Barnett asked what all of us in Instagram-land were eating for dinner. I quickly posted “pizza” with an emoji. Her face lit up. “Pizza!” she smiled. For a hot second I could pretend that COURTNEY BARNETT KNOWS WHAT I AM EATING FOR DINNER AND APPROVES, knowing full well that probably 10,000 other people watching the livestream were posting the exact same answer with the same emoji.
There is nothing like a global pandemic to make us want to connect with each other. Most of us are doing that with our loved ones. But in our desire to connect, we’re finding some unexpected sources of connection with people we’ll never meet. In their own way, celebrities are connecting — sometimes in outrageously tone-deaf ways that belie their privilege, to be sure. But even their missteps add value by giving us a diversion from the onslaught of COVID-19 gloom and doom. We are in this for the long haul, my friends. Celebrities are not like you and me, but they are part of our lives. And I’d like to keep it that way.
Facebook has big problems. But #DeleteFacebook isn’t one of them.
With a quarterly earnings announcement only days away, Facebook has weathered a slew of negative news mostly related to the company’s failure to respect the personal data of its 2.2 billion monthly users around the world. The Congressional appearance of CEO Mark Zuckerberg April 11-12 received mixed reviews. His prepared testimony, which laid out steps Facebook is taking to better protect user data, will probably not be compelling enough to prevent governmental regulation.
But I don’t think #DeleteFacebook is a threat to Facebook. Here’s why:
Most importantly: we need our Facebook friends. I already know of friends who said they were going to delete Facebook and even did so — but returned because they couldn’t bear being away from their network of Facebook friends. I know of users who were tempted to leave but ended up simply changing their privacy settings. The Facebook community (myself included) views Facebook from two different lenses: Facebook the business (viewed suspiciously) and Facebook the community — in other words, our friends and groups, where we share, listen, and connect, true to the company’s mission.
Deleting Facebook is difficult and not just because we’re attached to our Facebook friends. It’s literally difficult to untangle Facebook from all apps and sites we either log into with Facebook or give permission to interact with our data. Frankly, Facebook is too much of a utility for living our lives beyond the platform.
As the leaves of autumn give way to the bare branches of winter, the Morton Arboretum is a place of both refuge and inspiration. The preserve west of Chicago has a well-deserved reputation as a destination for hiking and bicycling amid the trees, ponds, and fields that comprise the 1,700-acre grounds. But the arboretum doesn’t assume that its reputation alone will attract visitors. To ensure that the natural playground remains top of mind amid the many digital and offline distractions vying for its patrons’ attention, the Morton Arboretum also happens to be a powerful content machine.
The arboretum’s content strategy is twofold: use digital to attract visitors, and offline content to support the organization’s mission of protecting and appreciating the natural world.
Visual Storytelling the Digital Way
The Morton Arboretum creates awareness and engagement by sharing content across the digital world where its patrons share their own content, on social spaces ranging from Facebook to Instagram, thus demonstrating that if you want to attract an audience, you need to be present where they live and search for things to do.
And the arboretum speaks the language of its audience: imagery. For instance, in October and November, the arboretum’s Instagram account offered an explosion of fall colors enticing the Instagram community to experience the bright red leaves of a sour gum or a golden yellow cork tree. The arboretum’s growing Pinterest community takes advantage of Pinterest’s organizational tools, with images organized under boards ranging from Gardening Ideas to Winter Trees. On YouTube, the arboretum offers more immersive tours that give potential visitors a taste of what they’ll find if they stop by. For instance, the arboretum recently posted a video tour of Illuminations, during which the grounds come alive with a festive light show at night. But YouTube is also a learning destination, offering how-to videos on topics such as tree pruning and watering plants and trees.
On Facebook, the arboretum also includes user-generated images, thus drawing from a broader palette of images and creating more engagement from its Facebook followers. Facebook and Twitter also act as sources of updates on the events that the arboretum offers around the year. In fact, its Facebook page is a textbook example of a how an organization can use a local page to generate awareness where people conduct searches for things to do nearby. The arboretum makes it easy for visitors to learn about events such as its Boo Breakfast for children, and the arboretum cross-promotes content on other social spaces, including TripAdvisor reviews. By being transparent and informative, the arboretum makes Facebook an important digital touch point that complements its website, which serves as its hub for learning more about things to do there. Patrons can also sign up for an email newsletter that curates content as frequently as needed.
A Learning Experience
The arboretum’s not-so-secret weapon for engaging its audience is educational content. Its website modestly claims that “we engage students, families, teachers, and life-long learners to dig a little deeper into the science of trees,” which is putting things mildly. The arboretum is practically a year-round school, offering lectures, classes on topics such as nature art and photography, and opportunities to get involved in conservation. The arboretum does a masterful job segmenting educational content for different audiences. Here are just a few examples:
School groups: for grades PreK-5, the arboretum hosts classroom visits in which educational leaders provide courses such as plant investigation and the basics of trees. Its half- and full-day field trips offer deeper dives into nature for ages ranging from kindergarten to high school. Kindergarteners might learn about using the five senses to explore nature, whereas high schoolers can get involved into the maintenance of the park by acting as restoration stewards during their field trips.
Adult programs: the arboretum empowers adult visitors to enrich their understanding of nature and discover their inner artists. During chilly winter Saturday mornings, visitors can take winter bird walks, in which small groups discover the habits of the birds who winter at the arboretum. The Nature Artists’ Guild encourages patrons to express their artistic sides through paintings, drawings, and other creative endeavors — really a form of user generated content.
Image source: The Morton Arboretum
One of my favorite arboretum activities is to immerse myself in learning at the Sterling Morton Library. The curved shelves full of neatly arranged books, comfortable chairs, and high ceiling create a welcoming environment to learn the old-school way: by burying your nose in books about the natural world the arboretum has vowed to protect. The library reminds me that a location need not provide blinking lights, video, and pulsating music to be immersive. The silence that invites quiet exploration of the mind is as immersive as sound.
All the content has a purpose: to support the arboretum’s self-proclaimed role as “the champion of trees.” The exhibits, the classes, and the tours all ladder up to a mission to get everyday people involved in protecting the natural world. And the arboretum supports its mission in obvious ways, such as the Vanishing Acts traveling exhibit. Vanishing Acts: Trees Under Threat was developed with the Global Trees Campaign to raise awareness for threatened and endangered trees. What makes Vanishing Acts special is that you can take the exhibition with you. The exhibition is designed to be set up in public spaces appropriate for learning about tree conservation. As such, the arboretum offers a program to help others set up the exhibition, including a how-to guide for constructing the exhibit. Consider Vanishing Acts an old-school way of creating sharable content.
Questions for Brands
Are you creating content that will engage your audience at a location level?
How well do you employ visual storytelling to share your brand?
Are you distributing that content where your customers are going to find it?
How well does your content support your mission?
How well do you involve your audience in the branded content you create?
Other Brands to Examine
Nordstrom, for its mastery of content on platforms such as Pinterest.
Starbucks, for capitalizing on social spaces to generate awareness for its stores.
For brick-and-mortar businesses, sharing meaningful content is increasingly essential to combat the ever-present threat of such as video games, Netflix, and apps that make it all too easy to remain planted on our sofas in the comfort of our homes. The Morton Arboretum can teach any brick-and-mortar business the power of immersive content.
Portions of this blog were adapted from a post I wrote for SIM Partners.
Twitter should ask Kanye West to be its CEO — or at least a member of its board.
In 72 hours, Kanye has done more to make Twitter relevant and compelling than anything its beleaguered executive team has done during the past year.
First came the #SWISH moment on January 24, when he tweeted a hand-scrawled image of the track list for his forthcoming album, Swish, with the words “So happy to be finished with the best album of all time.”
Digital long ago established itself as a channel for brand building and direct marketing. But what are the most popular digital tools for acquiring customers? According to my newly published report for Gigaom Research, the unsexy tactic of email marketing is a digital workhorse, popular for awareness building, and customer acquisition, conversion, and retention. And referral marketing, not used as widely as other tactics, provides an especially strong payoff for its practitioners. My report suggests to marketers that acquiring customers in the digital era is like creating a mosaic: to achieve a beautiful outcome, companies need to apply the right blend of tactics. For instance, brands should consider using social media and referral marketing to complement lists created for email campaigns.
The report, Workhorses and Dark Horses: Digital Tactics for Customer Acquisition, is based on a Gigaom survey of 300 U.S. digital marketers. We wanted to understand how they are using digital marketing tactics across the marketing funnel, spanning awareness, customer acquisition, conversion, and retention. Our survey affirms that digital marketing is being used consistently across the entire customer experience.
Marketers told us that social media, already well known as an awareness-building tool, is also particularly useful for customer retention. Content marketing is especially useful for awareness and retention. And email is consistently used across the entire marketing funnel.
Digital Marketing Spend Set to Increase
Here are the key findings of our survey:
Nearly 60 percent of companies plan to increase their digital marketing spend in 2014.
Email marketing is the digital workhorse, deemed the most effective (relative to other digital tactics) for building awareness, acquisition, retention, and conversion. In fact, 56 percent of respondents identified email as being the most effective at retention, several points ahead of the second-most-effective tactic.
Social spending is set to increase, but we discern some buying on faith with social. More marketers plan to spend more on social media marketing than any other digital tactic. But when we asked marketers to describe their perceptions of social media marketing, more marketers agreed with the statement “It is difficult to prove ROI for social media marketing” than with any other statement.
Referral marketing is a digital marketing dark horse. Only 39 percent of marketers use it regularly, but 43 percent of those who do use it acquire more than 35 percent of their new customers with it. These numbers are double the percentage of marketers who report such acquisition rates using email. Brands that invest in referral can gain a competitive advantage over those investing elsewhere.
Corporations are fond of saying “Our people make a difference.” Sometimes your people make all the difference to your brand, as Ford has shown through the way it has weathered a painful and highly visible PR crisis.
If you’re Ford, what do you do? This is a situation where having the right people to represent your brand makes all the difference.
As reported by PR Daily, Ford quickly mobilized a global team over the weekend to address the problem. Facts needed to be gathered — and quickly. A response was required — and post-haste. And the company needed to strike the right tone however it replied. The right people needed to be on board to exercise judgment under tremendous pressure.
Here was an especially tricky challenge: Ford needed to tell its side of the story while at the same time not come across like the brand was trying to pooh-pooh the offensive ad mock-ups. As it turns out, Ford did have a story to tell: the brand was really the victim here, not the perpetrator. The ads were created without Ford’s consent by JWT India, a unit of Ford agency WPP. And, contrary to what Buzzfeed reported, the mock-ups were not ads — they were ideas (and obviously bad ones) that JWT India had unwisely posted on a public site.
Recently, I sat down with Jermaine Dupri, to discuss how social media helps him be a better CEO of So So Def Recordings. As you might know, Dupri blew up the So So Def Recordings website and replaced it with his own social media community, Global 14. Dupri and I published the outcome of our conversation as a byline in Fast Company, available here. The byline discusses five ways social helps him run So So Def, an example being the way Global 14 gives him insight into up-and-coming musical talent. We also cite other CEOs who use social media effectively, such as Richard Branson, whose use of platforms like Twitter humanizes the Virgin brand.
If you are a CEO (or aspire to operate at that level), I hope our byline helps you embrace social, even if all you have time for is the occasional tweet. Just don’t blow off social.
For a week this summer I took a vacation from digital, and I’ve never been happier. My wife Jan, daughter Marion, and I visited our friends Kevin and Robert in their home outside Quebec City for nine days, and incredibly enough, we managed to stay offline almost the entire time. We wrote, read, explored streams and hiked through the walled city of Quebec. To document how it felt to be truly liberated from technology, I kept a journal scrawled in pen on blank typing paper. What follows are excerpts from my personal journey. This is not my typical blog post commenting on technology, marketing, and entertainment. But I hope it conveys a commentary in its own way about the value of unplugging and focusing on the people who bring joy to your life: