In today’s media-saturated world, brands need to find a way to break through the clutter in order to have the desired impact on their audience. For sports brands, engaging with supporters is a crucial part of their marketing strategy. What’s more making
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Brooke Pancake and LPGA Marketing","metadesc":"Breaking through today’s media-saturated world can be tough. For sports brand engaging with supporters is a crucial part of their marketing strategy.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"In today’s media-saturated world, brands need to find a way to break through the clutter in order to have the desired impact on their audience. For sports brands, engaging with supporters is a crucial part of their marketing strategy. What’s more making fans feel as if they are being heard and play a role in some of the brand’s decisions not only encourages engagement but also communication.
\nRecently, Adidas employed the new Twitter direct message feature to engage with their biggest fans. The followers that supported and participated the most during the #ThereWillBeHaters campaign won a 30-minute chat with Real Madrid start Karim Benzema. Not only is Twitter the ideal platform for Adidas, it also helps to bring fans closer to the athletes they passionately cheer for and support. By bringing this once-in-a-lifetime experience to a select few, fans will be more willing to participate in future campaigns and become brand ambassadors. However, Adidas isn’t the only brand that is thinking outside the box when it comes to their marketing strategy.
\nWaffle House was recently named a sponsor of LPGA’s Brooke Pancake. Pancake, who fully recognizes the irony of her last name, will carry the Waffle House logo on her bag as she travels for the LPGA. There is no better way for brands to carve out a new niche then by being associated with an athlete. Pancake will become a walking advertisement for Waffle House, taking its logo wherever she goes on the tour. Sports brands aren’t the only ones that can, and should, employ these types of strategies in their marketing campaigns. For businesses looking to reach a broader audience, social media is the first step in accomplishing this.
\nSocial media has gone from being a choice to a necessity for businesses. Social media is the first place consumers go to learn all about the organization; it’s the Internet community bulletin board. By being present online and starting conversations with consumers, businesses can share their stories and hear what consumers have to say. Marketing strategies, for sports’ brands and businesses in general must be created with the audience and end goal in mind. Have your marketing efforts given you the return envisioned? Contact a Merit Mile marketing specialist to review your strategy.
\n"}},{"node":{"wordpress_id":35,"link":"https://apiold.meritmile.com/post/owning-your-social-media-mistakes-could-save-you/","title":"Owning Your Social Media Mistakes Could Save You From Embarrassment","slug":"owning-your-social-media-mistakes-could-save-you","status":"publish","format":"standard","date":"Mon Jan 5th 2015","modified":"Tue Jul 9th 2019","excerpt":"Social media mistakes are not always easy to fix. For companies that have an online presence, few, if any, can afford to have a social media blunder. The Internet is quick in pointing out mistakes and not readily willing to forgive. However, every once in a while
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Owning Your Social Media Mistakes Could Save You From Embarrassment","metadesc":"Very few social media blunders can go under the radar. Sometimes even companieswill make fun of themselves such as The Detroit Free Press mixing up a football coaches picture.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Social media mistakes are not always easy to fix. For companies that have an online presence, few, if any, can afford to have a social media blunder. The Internet is quick in pointing out mistakes and not readily willing to forgive. However, every once in a while companies will take in stride and own up to a mistake, making themselves the butt of their own joke. The Detroit Free Press was recently subject to a mistake of their own when they announced Jim Harbaugh’s being the next head coach of the University of Michigan football team.
\nHowever, they used a picture of Jim’s brother John. Before the Internet had their fun with this mistake, the Detroit Free Press social media team was quick to point it out on social media and apologize for the mix-up. As USA Today pointed out, the Detroit Free Press social media team took to their Twitter account to address the photo mistake and, with the help of some memes, made fun of themselves while totally owning up to the mistake and apologizing for using the wrong photo. What is the take away for other businesses? Instead of trying to cover up or do away with a mistake, usually, it is in a company’s best interest to own up to and address the mistake. In doing so, companies are being transparent with consumers and showing their human side.
\nNo individual wants to interact with a big, faceless, corporation. Consumers today want to know they are being heard and that their opinions matter. When companies try to cover up a mistake, it makes them seem untrustworthy to the public. An organization’s biggest advocates are its customers and if they lose faith, the organization will lose more than just customers. What is your company’s marketing strategy and how can you leverage social media to get your message across – even when the message delivery undergoes a little turbulence? Contact a Merit Mile strategist to review and craft a strategy.
\n"}},{"node":{"wordpress_id":36,"link":"https://apiold.meritmile.com/post/rules-of-engagement/","title":"Rules of Engagement","slug":"rules-of-engagement","status":"publish","format":"standard","date":"Wed Dec 17th 2014","modified":"Tue Jul 9th 2019","excerpt":"Engaging with an audience is one part skill, one part reach and one part timing. All parts add up to what businesses hope to be a constructive conversation that further establishes the brand in the eyes of consumers. Social media managers spend an ornate amount
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Rules of Engagement","metadesc":"Engaging with an audience is one part skill, one part reach and one part timing. All parts add up to what businesses hope to be a constructive.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Engaging with an audience is one part skill, one part reach and one part timing. All parts add up to what businesses hope to be a constructive conversation that further establishes the brand in the eyes of consumers. Social media managers spend an ornate amount of time developing content for readers and consumers alike. It is easy to hit gold with a well-constructed blog or tweet, but nothing resonates with an audience quite like hearing from their peers.
\nGone are the days where consumers can only voice their opinions through a customer service call center. With social media outlets like Twitter, Facebook, Instagram, Pinterest, Google+, Yelp, etc. every individual with access to the internet can share their experiences with a good or service for better and for worse. The best companies are handling it all in stride. Providing social media training for their employees and encouraging each of them to engage using best practices. CEOs are among some of the most popular Twitter users using the social media to gain direct access to consumers. As the road map for success in the social media sphere continues to evolve Merit Mile Account Manager, Alexis Aarons suggests considering these Rules of Engagement: Communicate often and not simply when you have a blog or ad to share. Engage in conversations on pertinent topics and even with your consumers when appropriate.
\nClarify your message. With 140 characters it is very possible to effectively get your point across. If you need more space include a link, but remember less is more. A picture really is worth a thousand words so utilize photographs, creative files and other imagery when it makes sense. People are more drawn to images than words. Solidify a plan before you begin. Social media deliverables and measurements can be overwhelming as can an overly lofty goal. Set reasonable expectations that allow for consistency. Consistency is key in developing a voice. People need to feel a connection through your communication and know what they can expect. It provides a sense of reliability, which is extremely valuable in branding. Whether you are looking to run a social media campaign or want additional social media training Merit Mile can assist. Contact our Social Media Specialist to bring your brand identity into the social sphere!
\n"}},{"node":{"wordpress_id":37,"link":"https://apiold.meritmile.com/post/remarketing-because-once-is-never-enough/","title":"Remarketing: Because Once Is Never Enough","slug":"remarketing-because-once-is-never-enough","status":"publish","format":"standard","date":"Wed Dec 10th 2014","modified":"Tue Jul 9th 2019","excerpt":"Trying to convert site visitors into leads is no small task. With a little help from remarketing, companies experience a growth in revenue and brand awareness that simply cannot be denied. A Loews Hotels case study shows that the hotel company saw an increase
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Remarketing: Because Once Is Never Enough","metadesc":"Trying to convert site visitors into leads is no small task. With a little help from remarketing, companies experience a growth in revenue and brand.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Trying to convert site visitors into leads is no small task. With a little help from remarketing, companies experience a growth in revenue and brand awareness that simply cannot be denied. A Loews Hotels case study shows that the hotel company saw an increase of 60% in revenue and a 57% lift in bookings when they ran a Cyber Monday campaign last year utilizing remarketing. The holiday season is an ideal time to implement a remarketing campaign. Consumers are almost entirely unpredictable during this time.
\nPurchasing on impulse and obtaining items that are completely out of the realm of their normal spending habits becomes the norm. Rather than buying for themselves, consumers are searching for gifts for others. Some are seeking to top a previous gift in both price and quality. Others will be fastidiously seeking a last minute solution. Consumers that have repeat exposure are more likely to convert into a sale. Every business can benefit from the opportunity to remarket during the most competitive time of the year…the fourth quarter. “Remarketing can be relatively simple if you have the right tools and an understanding of where your ads are being placed,” said Creative Director Davo Ward. “Making slight changes to your message can bring positive results.”
\nWhen you think of remarketing it is important to think beyond the typical ads that your average consumer or audience may normally be drawn to. Take risks to get the attention of potential new customers by adjusting your Facebook ads. Revamp or even create a new format tailored for a dynamic remarketing experience. Changing styles, fonts, colors can all make your remarketing efforts standout. Looking to develop a remarketing campaign, but not quite sure where to start? Reach out to our creative department and allow Merit Mile to guide you. We have developed the best practices to track campaign progress from start to finish.
\n"}},{"node":{"wordpress_id":38,"link":"https://apiold.meritmile.com/post/mobile-advertising-making-up-businesses-top-spending/","title":"Mobile Advertising Making Up Businesses Top Spending","slug":"mobile-advertising-making-up-businesses-top-spending","status":"publish","format":"standard","date":"Fri Dec 5th 2014","modified":"Tue Jul 9th 2019","excerpt":"Companies have observed that in order to stay in the game, they must not only have an online presence but a mobile one as well. A recent Business Insider article reported that businesses have started to more heavily invest in mobile advertising
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Mobile Advertising Making Up Businesses Top Spending","metadesc":"Companies have observed that in order to stay in the game, they must not only have an online presence but a mobile one as well.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Companies have observed that in order to stay in the game, they must not only have an online presence but a mobile one as well. A recent Business Insider article reported that businesses have started to more heavily invest in mobile advertising to reach Millennials and mobile first users. As these users begin to make up the majority of the population, companies must come up with new ways to engage and interact with this emerging target audience.
\nWhat makes mobile advertising so important? While the number of digital natives continues to increase, companies have invested in social media in order to share their story. However, merely being present on social media isn’t enough to drive sales. The Business Insider article referenced data from a BI Intelligence study, stating that by 2018 US mobile ad spend will rise to approximately $42 billion. With so many opportunities to engage consumers in mobile ads, it’s no surprise companies are increasing their mobile marketing budgets.
\nWhat does all of this mean for the consumer? With more than half of the population now owning a cell phone and treating it as an extension of themselves, companies must meet consumers where they are and find a compelling way to tell their story. No one wants to be told what decisions to make, companies to support or products to buy and the rise of mobile marketing and ads has made it easier for consumers to dictate what content and stories they want to see. As marketers, reaching the desired target audience and involving them in your storytelling process is how you can generate brand advocates and enthusiasts. In a world where the consumer is dictating what content they want to see, it’s critical that companies know what stories to tell and where to tell them. How are your mobile marketing campaign efforts?
\nAre you telling your story in the right channels, reaching your target audience? Schedule some time to speak with a Merit Mile marketing specialist to review your campaign.
\n"}},{"node":{"wordpress_id":39,"link":"https://apiold.meritmile.com/post/newsjacking-in-a-social-world-video/","title":"Newsjacking In a Social World Video","slug":"newsjacking-in-a-social-world-video","status":"publish","format":"standard","date":"Mon Nov 3rd 2014","modified":"Tue Jul 9th 2019","excerpt":"Newsjacking. What is it? How to do it? Why is it important? It’s the new way that brands are communicating with audiences today.
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Newsjacking In a Social World Video","metadesc":"Newsjacking. What is it? How to do it? Why is it important? It’s the new way that brands are communicating with audiences today.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Newsjacking. What is it? How to do it? Why is it important? It’s the new way that brands are communicating with audiences today.
\n"}},{"node":{"wordpress_id":40,"link":"https://apiold.meritmile.com/post/more-than-revenue-work-environment-matters-too/","title":"More Than Salary, Work Environment Matters Too","slug":"more-than-revenue-work-environment-matters-too","status":"publish","format":"standard","date":"Tue Aug 12th 2014","modified":"Mon Aug 14th 2023","excerpt":"It’s no surprise that some of the biggest companies and corporations are the best places to work. However, when it comes to what makes a good work environment and what makes employees happy, the amount of money the organization
\n","author":{"name":"John Sternal"},"yoast":{"title":"More Than Revenue, Work Environment Matters Too","metadesc":"It’s no surprise that some of the biggest companies and corporations are the best places to work. However, when it comes to what makes.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"It’s no surprise that some of the biggest companies and corporations are the best places to work. However, when it comes to what makes a good work environment and what makes employees happy, the amount of money the organization makes isn’t always as important as other factors. Not only are these organizations well-known and popular with their employees but they understand the basics of company identity and branding.
\nThey recognize that by motivating their employees, it will boost company morale and make the work experience enjoyable. A recent article in 24/7 Wall St highlighted the top 75 companies to work for. Things like wages, perks, benefits, and hours worked were analyzed by Glassdoor.com, a career community website, in which employees can rate their companies and potential employees can research more about an organization. For the purpose of the study, employees ranked their organizations on a scale from one to five, approval rating of the CEO, how many employees the organization has and revenue.
\nAll of these factors, in addition to the effectiveness of internal communication strategies, have an impact on the corporate brand and identity. Topping off the list at number one is LinkedIn. Employees gave the professional network giant a 4.5 out 5.0 rating. Not only do they enjoy amenities such as free food but the work-life balance is something frequently praised. With a 97% approval rating, CEO Jeff Weiner is commended for his leadership and confidence. Mark Reino CEO of Merit Mile, in explaining the importance of branding and employee morale, stated “Employees enjoy being associated with a company that appropriately reflects a brand image that they can relate to both professionally and personally.
\nMuch like the clothes you wear, the car you drive, and the causes you support, your ‘employer brand’ – whether you know it or not – often times cast a reflection into your own ‘personal brand’”. When employees relate to their company’s brand, it makes for a more enjoyable work experience. Mr. Reino went on to say that, “progressively minded employers realize that employees are valuable – and making sure they resonate personally with their professional brand is a helpful practice in increasing morale and retaining key employees”. As we can attest at Merit Mile, happy employees make for successful companies. How are your branding efforts impacting employee morale and your brand’s identity? Don’t overlook your branding and communication efforts, as it is the key to succeeding. Contact a Merit Mile branding specialist to review your efforts.
\n"}},{"node":{"wordpress_id":41,"link":"https://apiold.meritmile.com/post/marketing-with-kik-whatsapp-snapchat-and-others/","title":"Marketing with Kik, WhatsApp, Snapchat and Others","slug":"marketing-with-kik-whatsapp-snapchat-and-others","status":"publish","format":"standard","date":"Wed Jul 30th 2014","modified":"Tue Jul 9th 2019","excerpt":"Companies have learned that normal advertising channels don’t impact audiences the way they used to. In an effort to stay up to date and continue to succeed, many organizations have embraced social media as an integral
\n","author":{"name":"John Sternal"},"yoast":{"title":"Marketing with Kik, WhatsApp, Snapchat and Others","metadesc":"Companies have learned that normal advertising channels don’t impact audiences the way they used to. In an effort to stay up to date.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Companies have learned that normal advertising channels don’t impact audiences the way they used to. In an effort to stay up to date and continue to succeed, many organizations have embraced social media as an integral part of their marketing campaign. However, as Millennials attain more buying power and influence, advertisers must find new ways and platforms to engage with this coveted demographic.
\nA recent Ad Age article explained the importance of reaching your target audience, Millennials in particular, through next-gen apps such as Line, WhatsApp, Kik, Tango, Snapchat and WeChat. Each platform appeals to different categories of the same demographic. Depending on what message you are trying to convey to your audience, one of these social networks will best suit your efforts. Snapchat, the ephemeral app, allows you to take pictures and short videos for a selected group of people, for a specific amount of time, and then the picture or video will disappear. Kik, a messenger app with a built-in browser, allows the individual to connect with other individuals who also use the app.
\nBeing present on these apps allows you to reach a younger audience that would be excluded from normal advertising avenues. In the digital world, attaining and maintaining your audience’s attention as well as telling a story are must-dos for your marketing campaign. Positioning yourself as an industry thought leader will help ensure your success and have others look to you for stimulating opinions on certain topics.
\nBeing able to target Millennials through next-gen apps and social media should be a critical part of your marketing campaign. Finally, at the end of it all, did it work? Campaign measurement is critical in evaluating success, and today’s measurement tools allow brands to see real-time insights from mobile and social campaigns, in a variety of user-friendly formats. Have your attempts to engage with the general public on social media fallen flat? Are you not sure which sites add to your marketing campaign? Chat with a Merit Mile specialist today and find out what’s best for your brand.
\n"}},{"node":{"wordpress_id":42,"link":"https://apiold.meritmile.com/post/malaysia-airlines-time-for-rebranding/","title":"Malaysia Airlines – Time for Rebranding?","slug":"malaysia-airlines-time-for-rebranding","status":"publish","format":"standard","date":"Wed Jul 23rd 2014","modified":"Mon Aug 14th 2023","excerpt":"Most organizations experience at least one crisis during their existence and are able to recover. Very few are able to recover from multiple crises, especially in a short amount of time. This is what Malaysia Airlines is presently experiencing.
\n","author":{"name":"Mark Reino"},"yoast":{"title":"Malaysia Airlines – Time for Rebranding?","metadesc":"Most organizations experience at least one crisis during their existence and are able to recover. Very few are able to recover from multiple.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Most organizations experience at least one crisis during their existence and are able to recover. Very few are able to recover from multiple crises, especially in a short amount of time. This is what Malaysia Airlines is presently experiencing. When Flight 370 disappeared in March, the airline had a tough time communicating with the public and those affected, creating a sense that they had something to hide.
\nNow, as another one of their planes was tragically impacted, industry experts and consumers are wary of the airline’s recovery. A recent article in the Associated Press addressed Malaysia Airline’s crisis communication plan and next steps in the brand’s survival. Malaysia Airlines is still dealing with its first mainstream crisis, and now has been thrown back into the public eye with a second crisis. The airline’s communication, recovery plans and branding options must address the issue and provide next steps of action. The airline needs to be as transparent as possible in the coming months working with the media and public to distribute as much information as possible.
\nIndustry experts agree that it will be tough to recover from two massive crises in such a short amount of time. Though the airline was suffering financial problems prior to these events, experts concur that it will be tough to financially continue to recover from these setbacks, gain the public’s trust and increase ticket sales. Furthermore, advisors suggested the airline re-build from the top, bringing in fresh faces and ideas to update the airline. Among the largest of possible changes include efforts to rebrand the airline. Many of these strategies were employed following ValuJet’s crash into the Everglades in 1996, resulting in the airline rebranding as Air Tran. No one can predict crises but companies can be prepared to quickly and effectively deal with rebranding efforts when it does happen. Having a plan is the first step in successfully enduring a catastrophic brand event.
\nDevising clear lines of communication with the media and public, as well as a clear-cut message, warrants the audience’s compassion and understanding. Building your brand’s credibility and trust is of the utmost importance because it will help you survive future crises. There is no crystal ball that will tell us when our organization will have to endure a crisis. Organizations with a strong brand identity can continue to thrive under dire circumstances but must be willing to adopt a new brand identity if necessary. Are you prepared to weather the storm when it comes to your brand image? Contact a Merit Mile brand specialist and find out.
\n"}},{"node":{"wordpress_id":43,"link":"https://apiold.meritmile.com/post/greyhound-an-interesting-case-study-in-rebranding/","title":"Greyhound – An Interesting Case Study in Rebranding","slug":"greyhound-an-interesting-case-study-in-rebranding","status":"publish","format":"standard","date":"Tue Jul 15th 2014","modified":"Tue Jul 9th 2019","excerpt":"Greyhound offers an interesting case study in rebranding today. The time-honored bus/transportation provider needed to undergo a makeover in order to attract new and younger audiences, as well as compete against other forms of popular
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Greyhound – An Interesting Case Study in Rebranding","metadesc":"Greyhound offers an interesting case study in rebranding today. The time-honored bus/transportation provider needed to undergo a makeover.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Greyhound offers an interesting case study in rebranding today. The time-honored bus/transportation provider needed to undergo a makeover in order to attract new and younger audiences, as well as compete against other forms of popular and trendy transportation. Brands have learned that in order to continue to thrive in the 21st century business world, they must fight to stay relevant and modern.
\nAs the economy continues to recover, consumers have considered different, cost-effective ways to travel. For those who are looking to get around with more ease and wanting to avoid security check points and lines, Greyhound has what you’re looking for. A recent USA Today article stated that as Greyhound celebrates its 100th anniversary, the bus line is rolling out new features such as Wi-Fi, convenient booking and outlets on its upgraded fleet. The bus giant is also looking to engage more with Millennials as they prove to be the decision makers and influencers of the next generation. Marketers can take a page from Greyhound’s execution as it slowly undergoes a makeover. As travelers 35 and younger begin to choose Greyhound as their mode of transportation, the bus line has been proactive in making passengers’ experiences more enjoyable.
\nBy putting their customers first, Greyhound is ensuring that customer satisfaction as well as up-to-date technology will aid in their rebranding efforts. The narrative your company tells is important because it should inform consumers the benefits of doing business with you. Being able to engage customers across various mediums should be an integral part of your marketing campaign. It’s not enough to merely present the information to consumers. In order to be successful, organizations must be transparent and communicate openly with the public. Understanding the audience is also critical in setting the right marketing strategy for Greyhound.
\nWill they leverage mobile in their campaign to reach Millennials? How will they reach older generations that are more familiar with the brand and have a penchant for travel? Will they integrate lead-gen and awareness-gen strategies, along with social media, in order to find success? Each of these questions is a key part of the overall marketing strategy, in addition to the importance of measuring their campaign along the way. Are you strategically engaging with your selected audience in order to influence them? Schedule some time with a Merit Mile strategist and find out.
\n"}},{"node":{"wordpress_id":44,"link":"https://apiold.meritmile.com/post/lebron-james-basketball-star-marketing-mogul/","title":"LeBron James: Basketball Star, Marketing Mogul","slug":"lebron-james-basketball-star-marketing-mogul","status":"publish","format":"standard","date":"Fri Jul 11th 2014","modified":"Tue Jul 9th 2019","excerpt":"LeBron James, one of the NBA’s most popular players, has decided to go back to Cleveland. Opting out of his contract with the Miami Heat, James wanted to test the free agency waters to see if any other teams would take the bait.
\n","author":{"name":"John Sternal"},"yoast":{"title":"LeBron James: Basketball Star, Marketing Mogul","metadesc":"LeBron James, one of the NBA’s most popular players, has decided to go back to Cleveland. Opting out of his contract with the Miami Heat.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"LeBron James, one of the NBA’s most popular players, has decided to go back to Cleveland. Opting out of his contract with the Miami Heat, James wanted to test the free agency waters to see if any other teams would take the bait. James had a phenomenal run with the Heat and is looking to keep his streak going, even if it means taking his talents away from South Beach. James, however, isn’t just one of the best athletes of our days. He’s also a smart business man.
\nA recent article in The Street outlines some of his sponsors and touches on what a new team might mean for his image. With his stock one of the highest in the NBA, the article mentioned that, although it would be his third team before age 30, his image wouldn’t necessarily suffer because of his popularity on and off the court. LeBron’s marketing strategy is quite brilliant. Although he uses his basketball skill set on the court, he uses his basketball and celebrity popularity off the court, landing him big sponsorships like Coca-Cola, Samsung and Nike. Businesses can learn from his marketing strategy and employ it in their own plans. By being an authority in his industry, the public looks to LeBron for his opinion on other subjects.
\nOrganizations must engage the public and place themselves as thought leaders if they wish to be successful. But just being a thought leader isn’t enough, though. LeBron James does a good job promoting himself through his website, social media, and other public appearances. Companies with established thought leaders must also promote those thought leaders through content marketing, PR and branded storytelling avenues, an integrated strategy that set Merit Mile works with all clients to develop. As one example, having an online and mobile presence is critical. Marketers looking to drive traffic and leads must employ strategies that will integrate multiple screens. As more and more consumers use their smartphones for news and information, corporations must meet consumers where they are. Is your business the LeBron James of its industry? Are consumers looking to you as an industry thought leader? Schedule some time with a Merit Mile marketing strategist today.
\n"}},{"node":{"wordpress_id":45,"link":"https://apiold.meritmile.com/post/b2b-or-b2c-neither-its-human-to-human/","title":"B2B or B2C? Neither it’s Human to Human","slug":"b2b-or-b2c-neither-its-human-to-human","status":"publish","format":"standard","date":"Wed Jul 2nd 2014","modified":"Tue Jul 9th 2019","excerpt":"Through the years, B2B and B2C have been markedly different and rightfully so. Marketers aren’t targeting the same audience, so why use the same types of communication to reach them? However, consumers are consumers, and in today’s world of abundant
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"B2B or B2C? Neither - it’s Human to Human","metadesc":"Through the years, B2B and B2C have been markedly different and rightfully so. Marketers aren’t targeting the same audience, so why use the same.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Through the years, B2B and B2C have been markedly different and rightfully so. Marketers aren’t targeting the same audience, so why use the same types of communication to reach them? However, consumers are consumers, and in today’s world of abundant information, both B2B and B2C buyers are making more informed decisions. This leaves marketers with the role of communicating the same message to B2B and B2C audiences in different ways. A recent Ad Age article highlighted the importance of making B2B advertising more like B2C and the advances being made towards this goal.
\nThe article emphasized the fact that B2B marketers are spending more time with end users who are beginning to behave more like B2C consumers. The importance of having a clear message is because more is riding on B2B buyers’ product decisions. There is more risk associated with their decision-making than B2C consumers. The consequences of making the wrong decision could cost them time, effort, credibility or even their jobs. A big theme for marketing and advertising in 2014 has been storytelling and marketers need to integrate this strategy in their B2B campaigns. B2B decision makers are humans and want to know what’s in it for them if they buy your product or choose to do business with your company. In the end, it’s all about the human connection. The problem though, is that marketers remain caught up with the desire to define their message as B2B or B2C. Because of the more tightly integrated messaging strategies that are used for both, it’s neither B2B nor B2C. It’s Human to Human (H2H).
\nMarketers also need to take advantage of social media to reach out to and interact with “B2B Consumers”. As emphasized in the article, 60% of B2B buyers are utilizing social media to find out what is being said about products and businesses. Marketers need to be consistent in their storytelling efforts in order to have the best outcome. How are your Human to Human (H2H) campaigns being executed in front of a more diverse audience group? Schedule some time with a Merit Mile strategist to review your efforts and identify the right course of action for your brand.
\n"}},{"node":{"wordpress_id":46,"link":"https://apiold.meritmile.com/post/the-internet-of-things/","title":"The Internet of Things","slug":"the-internet-of-things","status":"publish","format":"standard","date":"Mon Jun 23rd 2014","modified":"Tue Jul 9th 2019","excerpt":"The Internet of Things, or IoT for short, is the new way to establish and remain connected over the Internet. IoT connects people, objects and anything with a unique identifier over a network, transferring data seamlessly without human-to-human
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"The Internet of Things","metadesc":"The Internet of Things, or IoT for short, is the new way to establish and remain connected over the Internet. IoT connects people, objects and anything.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"The Internet of Things, or IoT for short, is the new way to establish and remain connected over the Internet. IoT connects people, objects and anything with a unique identifier over a network, transferring data seamlessly without human-to-human or human-to-computer interaction. Things, in IoT, refer to anything that can be given an IP address and is able to transfer information over a network. Organizations must find ways to license IoT in order to manage and monetize it.
\nManufacturers must protect the software by licensing and through management technology in order to maintain the value of the product. As discussed in a new Gartner report, a 2013 study conducted by Microsoft found that upwards of $114 billion worth of software is either intentionally or accidentally counterfeited each year. The importance of software licensing for providers is to help customers stay in compliance and to prevent revenue loss through unsanctioned use of their devices. Other findings from Gartner’s report include: Smart devices enables manufacturers to use the technology to offer solutions with distinct, higher value to consumers and business partners Licensing and entitlement management is necessary to regulate proficiency and competency of device hardware and applications, and provides a chance to capitalize on the software.
\nSoftware licensing and management rights grant flexible pricing options and distribution models that complement customer experience in order to generate a continuous revenue stream past the point of sale From a marketing perspective, the Internet of Things will combine every aspect of our life, home, car, and phone so companies can more accurately target their audience. With the amount of information IoT will collect and make available to brands, marketers must make the stories they tell consistent across all platforms.
\nOnce campaigns are executed, it will also be critical for brands and marketers to measure their success in order to report accurate results and make adjustments for future campaign strategies
\nGartner makes some recommendations to help accommodate IoT into the business model: Increase device intelligence by supplementing software with the associated licensing Identify a wide-ranging management solution to support both online and offline licensing and entitlement life cycle in order to properly license the software and effectively protect IP Leverage the broader experience of commercial solutions to accomplish faster time to promote licensing and entitlement management.
\nHow is your brand leveraging and capitalizing the Internet of Things? To see how IoT can impact marketing, schedule time to connect with a Merit Mile brand strategist today.
\n"}},{"node":{"wordpress_id":47,"link":"https://apiold.meritmile.com/post/is-your-mobile-campaign-integrated/","title":"Is Your Mobile Campaign Integrated?","slug":"is-your-mobile-campaign-integrated","status":"publish","format":"standard","date":"Fri Jun 20th 2014","modified":"Tue Jul 9th 2019","excerpt":"The importance of having an integrated marketing campaign cannot be understated. In order for businesses to be successful and have the best return on investment, it is necessary to reach consumers across all platforms – mobile
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Is Your Mobile Campaign Integrated","metadesc":"The importance of having an integrated marketing campaign cannot be understated. In order for businesses to be successful and have.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"The importance of having an integrated marketing campaign cannot be understated. In order for businesses to be successful and have the best return on investment, it is necessary to reach consumers across all platforms – mobile, television, and print. With consumers spending more and more time on their mobile devices, businesses are smart in delivering digestible content to consumers that will not only engage and present benefits but will also drive sales.
\nA recent Experian Marketing Services report highlighted the value of a mobile marketing campaign. Strategically engaging consumers is the driving force in a mobile marketing campaign. According to the report, 71% of marketers engage consumers through mobile channels. Organizations should make consumers feel as if they are on a journey, incorporating mobile messages, coupons, emails, and forms into the overall experience. In doing so, it not only creates a seamless mobile flow program but it also drives user traffic to the other organization’s sites, generating an integrated campaign effort. The report pointed out challenges businesses face and recommendations on how to reach consumers amongst the various platforms.
\nBeing consistent through all campaigns – mobile, email, and in-store – allows for easier consumer recollection of the brand and product. Most importantly, companies must be able to measure their results. By having coded links throughout the various means of customer engagement, organizations can more easily track message frequency and user information. In this day and age, consumers aren’t merely passive agents. They want to be engaged and a part of the organization at large. Businesses must incorporate storytelling and an effective web experience into their campaign efforts for the best results. How is your mobile marketing campaign doing? Schedule some time with a Merit Mile strategist to review your campaign efforts.
\n"}},{"node":{"wordpress_id":48,"link":"https://apiold.meritmile.com/post/the-reach-of-facebook-advertising/","title":"The Reach of Facebook Advertising","slug":"the-reach-of-facebook-advertising","status":"publish","format":"standard","date":"Tue Jun 17th 2014","modified":"Tue Jul 9th 2019","excerpt":"The digital age has turned the advertising model on its head. With the advent of social media and the ease of connectivity, advertisers need to find new ways to reach potential customers. Facebook has been the advertising driving
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"The Reach of Facebook Advertising","metadesc":"The digital age has turned the advertising model on its head. With the advent of social media and the ease of connectivity, advertisers need.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"The digital age has turned the advertising model on its head. With the advent of social media and the ease of connectivity, advertisers need to find new ways to reach potential customers. Facebook has been the advertising driving vehicle because it offers the right tools for organizations. Allowing businesses to micro-target their desired audiences has placed Facebook as one of the leaders in advertising.
\nHowever, brands must be willing to spend some money in order to get access to their target audiences. A recent study by Neustar in Insider Facebook showed that Facebook advertising, when compared to exchange, portals, and networks, was the most cost-effective for most major brands. According to the study, social media efficiency was 37% better than exchanges. The effectiveness of Facebook advertising lies not only in their ability to reach micro-targeted audiences but also the duration of users on the website.
\nFacebook advertising is also the most successful in obtaining new users. With the advancement of technology and ease of connectivity, consumers are always online. The majority of consumers utilize their phones for news, shopping, and social media. Organizations are wise in utilizing Facebook advertising because of how customers can be reached across its multiple platforms. Individuals’ mobile usage is more durable and Facebook’s multiple social platforms allow businesses to meet customers’ needs, increasing return on investment. “In our digital world, meeting consumers across multiple screens is top priority,” said John Sternal, Director of PR and Social Media at Merit Mile. “Businesses are smart to utilize Facebook’s multiple platforms to target potential customers and integrate into larger marketing strategies that convert leads into sales.
\nWhat’s more, smart organizations will tell a story while engaging customers and creating brand loyalty for the best social returns”. In order to build brand awareness and influence consumers, brands must find ways to connect with their customers. How is your brand connecting with potential customers? Contact a Merit Mile strategist today to review your brand’s reach.
\n"}},{"node":{"wordpress_id":49,"link":"https://apiold.meritmile.com/post/when-is-your-brand-outdated/","title":"When Is Your Brand Outdated?","slug":"when-is-your-brand-outdated","status":"publish","format":"standard","date":"Fri Jun 13th 2014","modified":"Tue Jul 9th 2019","excerpt":"A lot of organizations are finding it hard to keep up with their brand identity. It isn’t because they don’t have an online presence; rather their brand is out of date. In this day and age, your brand is what defines you and identifies with customers.
\n","author":{"name":"John Sternal"},"yoast":{"title":"When Is Your Brand Outdated?","metadesc":"A lot of organizations are finding it hard to keep up with their brand identity. It isn’t because they don’t have an online presence.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"A lot of organizations are finding it hard to keep up with their brand identity. It isn’t because they don’t have an online presence; rather their brand is out of date. In this day and age, your brand is what defines you and identifies with customers. Your brand sends a message about your company and products to consumers; wouldn’t you want to keep it fresh?
\nRecently, Cape Cod Community College, 4Cs, has recently been subject to criticisms due to its outdated logo. Though the school itself offers courses online, has excellent programs and is local, many feel that it is somehow out of date. Students believe that the school is being held back by its vintage logo. The question that begs to be asked is, when does a logo become outdated and is time for an update? As Davo Ward, Merit Mile’s Creative Director said, “Once your logo stops doing what it was intended to do, it’s time for an update.” He goes on to say, “There are three things that make up a logo – color, type face, and brand mark.”
\nOnce these are no longer serving their purpose and are reflecting negatively on your organization, it’s time for an update. If current consumers feel that your brand is out of date, chances are they will take their business elsewhere. Organizations must be aware of the impact their brand image has on consumer choice, in addition to overall emotional appeal. Even if you broadcast the benefits of your organization or product, if its overall image is outdated odds are consumers will feel they have little in common. 4Cs should invest into updating their logo into something more functional that incorporates what the school believes in. Staying relevant in the digital age is a top priority for individuals and organizations alike.
\nHaving a positive online presence as well as a compelling brand can help businesses stand out. How can you make sure that your brand is up-to-date in this digitally driven world? By keeping your finger on the marketing pulse, realizing the message and tone you want to convey, communicating with the public and disclosing the benefits of doing business with you. Need a branding refresher? Schedule some time with a Merit Mile branding professional to review your brand’s impact on targeted audiences.
\n"}},{"node":{"wordpress_id":50,"link":"https://apiold.meritmile.com/post/how-marketers-can-win-the-world-cup/","title":"How Marketers Can Win the World Cup","slug":"how-marketers-can-win-the-world-cup","status":"publish","format":"standard","date":"Tue Jun 10th 2014","modified":"Tue Jul 9th 2019","excerpt":"Every four years, for a few weeks cultural barriers are overlooked as individuals come together to watch fútbol and to cheer on their favorite team in the World Cup. Millions of fans worldwide tune in to watch as thirty-two teams play their hearts
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"How Marketers Can Win the World Cup","metadesc":"Every four years, for a few weeks cultural barriers are overlooked as individuals come together to watch fútbol and to cheer.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Every four years, for a few weeks cultural barriers are overlooked as individuals come together to watch fútbol and to cheer on their favorite team in the World Cup. Millions of fans worldwide tune in to watch as thirty-two teams play their hearts out for one goal: the World Cup title. As brands and marketers alike try to tap into the World Cup advertising goldmine, Beats Electronics has stepped up its game in their creative attempts to reach millions of consumers during the tournament – but not as an official sponsor of the tournament. Brands have realized that merely selling a product isn’t enough anymore. Rather, consumers want to be told a story and the benefits of buying what’s being advertised.
\nMarketers are aware of the public’s need for storytelling and have built campaigns to fulfill this need. Beats Electronics is one such brand. By using big name stars in their micro-movie, Beats is telling the consumer a compelling story to purchase their headphones. Though FIFA’s World Cup is never mentioned by name, “The Game Before the Game”, as the campaign is called, highlights Neymar Jr., other athletes and celebrities preparing for one of the greatest nights of their lives and as they cheer on their favorite team. Though Beats is not an official sponsor of the World Cup, consumers can grasp the importance of the moment being portrayed. Many other brands have followed suit. Nike, for example, has rolled out their World Cup campaign featuring world renowned athletes such as Cristiano Ronaldo, Tim Howard, Wayne Rooney and David Luiz. By sponsoring individual athletes and having them promote the products, companies are using the athletes’ influence to reach consumers at large. Athletes aren’t the only ones aiming for gold. What does this mean for your brand?
\nUltimately, it’s critically important today to develop an integrated campaign that combines education, storytelling, and a compelling marketing message. Once this is strategized, tie it all together with the right web experience and PR ideation to promote your message. Looking for the right strategy for your next campaign? Schedule some time with a Merit Mile strategist to learn how you can drive winning results.
\n"}},{"node":{"wordpress_id":51,"link":"https://apiold.meritmile.com/post/the-importance-of-mobile-marketing-apps/","title":"The Importance Of Mobile Marketing Apps","slug":"the-importance-of-mobile-marketing-apps","status":"publish","format":"standard","date":"Fri Jun 6th 2014","modified":"Tue Jul 9th 2019","excerpt":"Marketing has always kept up with the times. When organizations began utilizing web pages to create business momentum, it was the first step in moving toward the
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"The Importance Of Mobile Marketing Apps","metadesc":"Marketing has always kept up with the times. When organizations began utilizing web pages to create business momentum.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Marketing has always kept up with the times. When organizations began utilizing web pages to create business momentum, it was the first step in moving toward the digital marketing age. However, simply being present online wasn’t enough to drive revenue and rich content such as videos, white papers, and responsive web complemented organizations’ content-based web pages.
\nIn today’s high tech world, marketing has adapted and the new trend gaining popularity is mobile marketing apps. Content-based web pages help organizations get exposure and their product to the public but with so many businesses competing for the audience’s attention, it is essential to break through the clutter. One way to do so is by employing personalized messages in which consumers feel they can be a part of the creative process. Once consumers feel they relate to the organization or product, they will become advocates and spokespeople sharing the message with their followers and friends.
\nThe importance of mobile marketing apps cannot be understated. More and more people are turning to their phones for news and organizations need to keep up with the public’s demand for information. Efficient mobile marketing apps integrate all parts of the marketing process into their strategy to achieve the desired outcome. How is your mobile app performing? Schedule time to speak with a marketing strategist at Merit Mile to learn how you can elevate your mobile marketing campaigns.
\n"}},{"node":{"wordpress_id":52,"link":"https://apiold.meritmile.com/post/evidence-marketing-elevates-sales-for-the-construction-industry/","title":"Evidence Marketing Elevates Sales For The Construction Industry","slug":"evidence-marketing-elevates-sales-for-the-construction-industry","status":"publish","format":"standard","date":"Tue May 6th 2014","modified":"Tue Jul 9th 2019","excerpt":"If you’re in the building and construction industry on any level, you most likely have some form of energy-efficient offering tied to your product or service. Energy efficiency and the “green movement” have reached critical mass
\n","author":{"name":"Sarah Gibson"},"yoast":{"title":"Evidence Marketing Elevates Sales For The Construction Industry","metadesc":"If you’re in the building and construction industry on any level, you most likely have some form of energy-efficient offering tied to your product or service. Energy efficiency and the “green movement” have reached critical mass","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"If you’re in the building and construction industry on any level, you most likely have some form of energy-efficient offering tied to your product or service. Energy efficiency and the “green movement” have reached critical mass, and these benefits are most likely part of your marketing message. There’s a good chance your customers aren’t receiving that message, though. Even if your leading color is some shade of green, your customers may not be getting the picture. If the phrase “energy efficient” is part of your brand, logo or tagline, this still does not guarantee message penetration.
\nWhy? According to a new report from BBC News, people just don’t understand the benefits you’re selling. This applies to both residential and commercial industries and customers. First, understand that there is most likely some form of premium price involved with environmentally friendly technologies, solutions or products. As an example, LED lights are more expensive than traditional alternatives. Smart-home systems are more expensive than just having a thermostat in your home. As much as you talk about savings, the cold, hard reality is that your customers aren’t seeing the value. This is because you haven’t established what Merit Mile calls an “evidence marketing” message and campaign.
\nAll Chief Marketing Officers must realize the power of this type of campaign. Evidence marketing is your ability to clearly define the technology, show the savings, and illustrate the all-up benefits to the customer. Clearly, it’s not enough to simply say your products are “green” or that you offer energy efficiency. To the average customer, there has been so much saturation and dilution of this message; it’s difficult to truly know what you mean in your literature, offer or promotion. Show Them The Evidence It is a known fact that we now live in a data-intensive world. “Big Data” is utilized by every industry, and it is even analyzed and digested on a large level by everyday consumers when they make purchase decisions.
\nThis data serves as the foundation of the evidence you need in order to tell the story of how your products will help the environment or save money. There are four parts to a successful Evidence Marketing campaign:
\n1. Compiling impactful data, or evidence
\n2. Using this data to construct a powerful and compelling marketing message
\n3. Integrating into your marketing and communications strategies
\n4. Measuring the effectiveness of your campaign and making adjustments
\nShow Them HOW To Realize Savings If you want to truly be successful in marketing your green products, you have to go a step beyond the green rhetoric. Part of your marketing and communications message needs to show them HOW to realize their savings. Spell out to them what they need to do to see environmental benefits and spending differences. According to a recent report in The Guardian: “While many see beauty in a city skyline lit up at night, energy efficiency researchers see wasted resources and missed opportunities.
\nLeaving lights on in empty buildings is just the tip of the iceberg. A recent behavioral study by the University of California Davis and the California Air Resources Board (CARB) concludes that low cost changes in building operations can save from 5% to 30% of buildings energy usage, but often these changes aren’t made.” These changes aren’t made most likely because the end-user hasn’t required employees to implement change on the product side. If LED lighting is installed in a large high-rise facility, and the promoted cost savings is only realized when the facility utilizes these lights differently, it is your responsibility to make sure your customer understands what behavioral changes are needed.
\nWhy is this on you? Because this is where the savings take place. And the more successful customers you have, the more evidence you have for future marketing opportunities. What are the most effective marketing and communications elements in an Evidence Marketing campaign? Merit Mile works with client partners on a variety of the following initiatives: Website development Strategic programming Demand-generation campaigns Marketing and advertising messaging Corporate, product and service branding Corporate and product communications Media relations (industry, business and consumer)
\nSuccess stories, testimonials and case studies
\nContent marketing Social media conversations Program measurement and reporting When you implement an Evidence Marketing campaign, be sure to measure your results regularly to make the right adjustments and set new benchmarks. Download Merit Mile’s recent white paper on marketing measurement insights here to learn more. Is your energy-efficient marketing lacking punch? Schedule an online meeting with Merit Mile to learn how an integrated Evidence Marketing campaign can boost your sales and elevate your overall credibility.
\n"}},{"node":{"wordpress_id":53,"link":"https://apiold.meritmile.com/post/dont-skimp-on-your-brand-identity/","title":"Don’t Skimp On Your Brand Identity","slug":"dont-skimp-on-your-brand-identity","status":"publish","format":"standard","date":"Tue Apr 8th 2014","modified":"Mon Aug 14th 2023","excerpt":"Experts say that building a brand identity involves more than just selling at an affordable price or providing superior products in comparison with your competitors. It involves more than just a business mission statement, logo or tagline.
\n","author":{"name":"Mark Reino"},"yoast":{"title":"Don't Skimp On Your Brand Identity","metadesc":"Experts say that building a brand identity involves more than just selling at an affordable price or providing superior products.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"","opengraph_description":"","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"},"twitter_title":"","twitter_description":"","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2019/07/3.jpg"}},"content":"Experts say that building a brand identity involves more than just selling at an affordable price or providing superior products in comparison with your competitors. It involves more than just a business mission statement, logo or tagline. In fact, someone once said it’s what people say about you once you have left the room. It is how people summarize your character once you are not with them. A brand is supposed to tell customers they can count on your products, people and services.
\nIt’s a commitment that, as a brand, you will take care of their needs as well as give them a positive experience as a business. To build a successful brand, every effort should be channeled toward providing customers with solutions that solve their challenges. If the customer’s needs are met or surpassed, the customer will be satisfied and will always view your product positively, one that provides solutions to their day-to-day life challenges. Businesses should not be skimpy on their brand identity, they need to adjust their efforts toward providing services or products that make the customer say, “this is what I have always wanted”.
\nHave you invested appropriately in the customer experience to reinforce the right brand identity? For example, are you investing appropriately to ensure the right experience whether it’s in your physical store, online, or even when you engage with customers on social media? Designing a logo that reflects your business aspirations is part of building a brand that customers can identify with. Efforts should be made to ensure that this part of branding reflects what the business stands for, without leaving out anything or allowing exaggerations. Is your brand identity healthy? To learn how you can make enhancements, schedule a meeting with a seasoned branding professional from Merit Mile, a South Florida advertising, PR and interactive agency that helps companies build sustainable brands for the long-term.
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