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Author: Benjamin Taha

Home / Author: Benjamin Taha

Despite their sociopolitical woes, Uber has maintained their prominence as a first option among millennials to get from Point A to Point B in a comfortable setting. But, one thing’s certain. Whoever pays for the ride wants to be paid back.

How is the friend who called the Uber going to get paid back?

Insert Venmo. Last year, Venmo and Uber teamed up to allow payments through Venmo on the Uber app. How is this different from a bank account being connected to Uber? Transactions are seamless on Venmo. Venmo is the new cash. And with Uber, you can split costs via Venmo before the ride even happens, relieving any stress that you might have about not being paid back and getting everyone to the destination safely.

You may be thinking, “There’s cash, there’s a splitting costs feature on Uber, there’s buying the friend something equally as valuable. There’s all kinds of ways to pay the friend back.” These are valid answers; However, they are not the most convenient. People are willing to pay more for convenience. Just look at Uber Eats. Instead of just ride-sharing, Uber busted into the delivery service game and partnered with McDonalds to start delivering food through mobile ordering. That’s right, McDonalds. A restaurant that can be found less than five minutes from practically anywhere delivers food now and it’s done from the comfort of an app.

So, when you’re scrolling through memes, you can switch apps, buy food in 30 seconds and have McDonalds delivered to your door by the end of your favorite Friends rerun. According to NRN, “[Digital ordering] represents 53 percent of all [food] delivery orders, up from 33 percent in 2013.”

But the classic payment quandary facing Millennials needed to be fixed. How is the friend who fronted the money getting paid back in a timely manner?

To a non-millennial or non-Gen Z audience, this might still not click. People have been dealing with paying back their friends since the dawn of currency. But for young consumers, things need to be instant. The Uber-Venmo coupling is Convenience Nirvana. And for Digital Marketers, it’s another sign that Corporate Partnerships are a top priority for Branding.

Corporate Partnerships aren’t new, but they might as well be in this new age of Digital Marketing. These partnerships have had many looks throughout the years from disaster relief initiatives to Doritos Locos Tacos. In reality, their main purpose is to increase brand awareness and increase capital while divvying up costs and responsibilities.

In the world of digital marketing though, influence is quantifiable in terms of email subscribers and social followers. When big companies band together today, they are able to absorb a chunk of their partner’s audience, building on top of the audience they already have. Audience overlap is vital for corporate partnerships to succeed. For instance, Taco Bell and Doritos’ target demo of Late teenager to late 20-something midnight munchie warriors makes the two companies a match made in heaven.

Every parent in America was rolling their eyes upon the roll-out of “Doritos for taco shells.” Much like a lot of Taco Bell’s creations, it sounded like a microwave nacho invention by a D-average Colorado high schooler on suspension. But, the companies didn’t care because they knew their complementary audiences. After a little market research, T-Bell and Doritos were already celebrating. All they needed was a solid Digital Marketing Strategy. What was it?

When you get invited to a party there’s an expectation that you supply something like beer. Well, what if instead it was a Taco 12 pack. It’s a little ironic and it’s very smart.

Pushing it out via many a social media channels, 100 MILLION Doritos Locos Tacos were sold in the first 10 WEEKS, and in the first 14 months an average of 1.1 MILLION Tacos were sold per day. Oh yeah, and their science experiment didn’t just satisfy late night taste-buds. The initiative created 15,000 new jobs for Taco Bell.

Audience Matters. And, Venmo knows this.

As technology has become a necessity in everyday life, cash is approaching obsolete territory. Millennials and Gen Zers prefer Venmo to make their transactions between friends and increasingly with businesses. If you can make instant transactions online and businesses are slowly trickling out of cash payment, then why should people use cash? Why carry a wallet?

Partnerships like these also give millennials a worthy reason to open their email. Many Venmo users don’t use Uber and vice versa. With both companies possessing giant email lists, they can leverage those channels to significantly extend their reach by offering a genuinely useful new product together.

It isn’t just pizza and beer that’s being paid for on Venmo. Big-ticket items like rent and utilities are being paid on Venmo. Venmo has really cornered the market of convenience. But, Venmo has done something else, which should not be overlooked. Their app is a social media platform. Possibly the biggest reason why people were drawn to it in the first place was caption creation feature for transactions.

Unsurprisingly, the company is turning fun into dollars. With Venmo’s Transaction Feed comes monetization for companies. Over the past year, PayPal (who acquired Venmo in 2013) has accelerated its efforts to profit from Venmo through e-commerce partnership brands. As a result of those partnerships, Pay with Venmo was launched, which lets customers use Venmo as a payment method with 2 million online retailers, including Grubhub, Williams Sonoma and Seamless among many others.

In addition to use at many retailers, Venmo rolled out its own limited-edition credit cards with Mastercard. Why would a revolutionary mobile-first payment platform join the physical payment world? According to Huber, “nine out of 10 transactions are still carried out at the physical point of sale, allowing PayPal to bridge the gap between physical and online transactions.”

Here’s the kicker. Venmo’s Social Feed is marketing for retail companies, which will help these companies target advertisements based on transaction history. Digital Marketing weaves its way into our everyday lives. For example, when someone buys a t-shirt from H&M in person or online with their Venmo account, the transaction will pop up on their social feed for others to see. Now, H&M knows to target that person with advertisements. Plus, H&M can target other people who engage with the post as well. Plus, people will just see H&M, so free marketing is always an added plus.

Venmo’s Social Feed is smarter than it looks. The company has the opportunity to analyze our spending habits better than Facebook, Amazon, and Google because it is directly connected to our spending. Did the creators of the app know the social feed would turn into a way to market companies? Doesn’t matter. They definitely know now.

Expect an amped up digital marketing strategy from Venmo in the near future. As popular as Venmo is, the company needs to make money. Marketing their retail partners by posting every transaction on the social feed is Venmo’s Yellow Brick Road towards Monetization. They live and die by the strategic partnership. Expect to see more companies on your Social Feed or expect to see Venmo fall from grace.

With social media marketing booming, email might look like a dying medium for growing your business.  However, Email Marketing still reigns supreme for business growth in small to midsize businesses (SMB’s).

80% of SMBs today rely on email marketing as a primary channel toward customer acquisition and retention. SMB’s are not alone either. Many large businesses profit immensely from Email Marketing, too. Probably because it’s cheap, personal and engaging.

TripAdvisor, a company that provides hotel and restaurant reviews, accommodation bookings and other travel content, relies heavily on its users for success. Due to the company’s reliance on user engagement and its huge number of users, TripAdvisor had to beef up its Email Marketing strategy to focus on retention. Thus, the company analyzed thousands of statistics and trends in its website and created deeply personalized pathways for its emails to take. The company basically created a “choose your own adventure” email chain based on each user’s activity on the site. This concrete analytical approach to Email Marketing limited guesswork and increased conversion.

Without personalization, emails go straight to Email Marketing Hell (The Spam Folder). People don’t want to feel like they’re being marketed to. Businesses should be providing a cordial relationship with a “You scratch my back, I scratch yours” mentality. TripAdvisor is no stranger to personalization. They act as a conditional friend.

Here’s where the “condition” comes in. TripAdvisor wants its users to participate. TripAdvisor is that friend who doesn’t like to be “ghosted” or ignored. They strive to be relatable. They care, and they want to know that you do, too. So, every email from TripAdvisor contains well-placed and cleverly crafted CTAs (Calls to Action). With TripAdvisor, a CTA is always within reach. TripAdvisor isn’t needy. They just want some attention.

With this foundation in mind, here’s a quick look at TripAdvisor’s basic email strategy.

GUESSTIMATIONS

First, TripAdvisor’s emails function as a means to turn their new subscribers into ‘Users’. They don’t want lackadaisical users. They want people who regularly use the resources of TripAdvisor. They want RETENTION.

Thus, the company sends “feeler” emails to new users with flight and hotel suggestions based on the users’ perceived homes using tracking tools such as Mixpanel or Google Analytics. If they can get the user to the website, then they can track the user’s interests. If they can do this, then they can correctly suggest places to go. First impressions have a significant impact on user retention.

\If users don’t bite, TripAdvisor sends “Shiny Object” Emails with stunning views, award winning resorts, and cheap flights. Normally, they are able to convert these shiny objects into personalized emails with suggestions.

The more TripAdvisor knows about an individual user’s interests, the more they can specifically tailor offers to the user. Sometimes, they even send promotional emails with a unique price drop exclusively for them in an attempt to close a sale.

ABANDONMENT

Abandonment emails are considered some of the most statistically successful email types. It is easy to window shop online. According to Shopify, 67.45% of online shopping carts are abandoned before the customer completes a sale. This statistic is problematic for a company like TripAdvisor because they aren’t selling a traditional product. They don’t need sales. They need engagement.

In an era with thousands competing for our attention, it’s easy to forget the sites we’ve already visited. Thus, companies send reminders to their users to finish that purchase or task. According to Experian, customers are 2.4x more likely to complete a cart purchase after receiving automated abandoned cart emails.

TripAdvisor doesn’t necessarily have a cart but they know what users have been searching for, so they send suggestions based on their history. It’s simple. Sometimes, TripAdvisor will even mask abandonment emails in a newsletter format, allowing them to send the same information from a fresh lens.

 SOCIAL PRESSURE

TripAdvisor needs reviews. The more reviews, the better. Once they receive a user’s email, they start pushing for reviews. Research from PowerReviews revealed that up to 80% of reviews originate from follow-up emails urging shoppers to review their purchases. TripAdvisor takes this to the next level.

Instead of framing their CTA as the company’s need, TripAdvisor frames their request for ‘reviews’ as a social obligation. They send an email showing reviews from Facebook friends. According to a survey by Fan & Fuel digital marketing group, 97% of consumers say reviews influence their buying decisions. So, it makes sense that TripAdvisor’s CTA to reciprocate is effective. Their friends are counting on them. It becomes the user’s self-interest to review their experiences on TripAdvisor.

At first, users might feel like the act of reviewing their experiences is a burden, but once they do it, users feel a sense of relief and accomplishment. It just takes a little push.

FIRST REVIEW

TripAdvisor pushes a milestone culture. Everyone loves records, trophies, shout outs, etc. TripAdvisor does a great job at validating and encouraging their users with mini-celebrations. After a user’s first review, TripAdvisor sends them a congratulatory email with a link to review three more experiences that the user may have done.

Once the review is accepted and officially published, they send another email with a link to the review. Users are likely to check out their reviews because it feels good to complete a duty and help others. Attention also feels great. Engagement leads to retention. Rosetta Consulting found engaged consumers are 5 times more likely to buy only from the same brand in the future.

THE TWO-TIMER

TripAdvisor also sends a second email the same day as their “posted” email encouraging their user to review more experiences. Email two-timing is a shameless venture. Many times, this practice brings on a lot of negative reaction. TripAdvisor doesn’t care. They feel they can capitalize on their user’s positive emotions from their completed task. Plus, adding this ‘Review’ CTA to the original congratulatory email would cut away at the user’s happiness. So, TripAdvisor just sends a second email as a “just-in-case you’re feeling the momentum”. To them, it doesn’t hurt to ask.

49% of consumers like to receive promotional emails from their favorite brands on a weekly basis, according to Statista. TripAdvisor sends them daily. Persistence

BADGES/MILESTONES

Once users review enough experiences on TripAdvisor, they begin receiving analytics and badges. With enough reviews, users can become “Senior Reviewers”. How much weight this badge holds in actuality? Who knows? How much this badge encourages a user to review more? A lot. These are badges of honor. Bragging rights that the rest of TripAdvisor’s users can see. The company sends check-in emails to let users know how close they are to earning new badges, how their existing reviews are performing analytically, how users stack up against other users and to congratulate users on new badges. TripAdvisor’s goal is to nudge their users into perpetuating ‘experience and review’ cycles, using competition and community. 

LOYAL USER CONTENT

Once subscribers have solidified their status as consistently engaged users, TripAdvisor feels more comfortable sending more unique emails. These emails might provide more in-depth analytics about user’s activity. These emails sometimes ask users how their holidays went (usually knowing what the users did for the holiday based on search history). The company also notices when users only utilize certain features of their wide-encompassing website, so they might introduce something different to loyal users to try. TripAdvisor knows to spice things up when their relationships begin to feel one dimensional.

It costs 5 times more to acquire a new customer than it does to retain a returning one. Kind of like how it’s easier to maintain and build existing relationships than to create whole new ones. TripAdvisor understands. They keep relationships engaging.

In 2012 Red Bull took a risk, something it has grown akin to doing.

The company spent an estimated $30 million (about 1/10 of their sports marketing budget) to fund daredevil Felix Baumgartner’s 24-mile freefall jump from space. Yes, you read space correctly.

Four months later, the Fédération Aéronautique Internationale (FAI) confirmed that Baumgartner broke three official world records, and he became “the first person to break the speed of sound in freefall, without the protection of or propulsion of a vehicle.”

To further the event’s publicity, Red Bull launched live feeds on Facebook, Twitter, Instagram and YouTube, embracing social media platforms whilst in their early stages to widen the range of the audience. The live webcast alone hit 52 million views in 50 countries, making it the most-watched live stream ever at the time. Yet, Long before this momentous jump from space, Red Bull CEO Dietrich Mateschitz saw the value in Event Marketing. The company’s success didn’t come from the taste of its drink.

Redbull

Before Red Bull

For Mateschitz, branding was always the #1 priority in business. For the company to launch an entirely new kind of product (energy drinks), Mateschitz had to find an alternative path towards popularity. He couldn’t sell Krating Daeng, the foreign, wonder drink from Thailand that cures jetlag without first westernizing it, carbonating it and developing a brand around it that fully captured what made it different.

Mateschitz was an adventurer at heart with a knack for exposure. His attitude made it possible for Red Bull to find its wings. Early on, he knew it was important to separate Red Bull from the pack of soda, coffee and juice brands. He pushed the company towards a unique, bad boy image. Why should Red Bull advertise like the others if it isn’t like the others? Within a couple of years, the company was at the forefront of western, youth culture. Since its conception, the brand has brought people to the product, not the product to the people. This philosophy is a natural byproduct of Mateschitz’s extreme lifestyle and what sets him apart as a marketer. 

Before the official release of Red Bull, the first thing the company did was test its reach with event marketing on college campuses. Energy drinks weren’t popular and traditional advertising was expensive, so Mateschitz drew up a brilliant plan to pay student leaders to hand out free Red Bulls from their Red Bull-themed MINI Coopers. Students instantly took a liking to the effects of the funky drink, attributing its powers to productivity in the library and energy in the bars. As the drink quickly gained in popularity, Mateschitz began planning his next steps to take Red Bull’s event marketing to the next level.

Extreme Sports and Event Marketing

After a few years of successful market testing, Mateschitz officially launched Red Bull GmbH with co-founder Chaleo Yoovidhya, the creator of Krating Daeng. A year after the launch, Mateschitz took on his next task – Interactive Event Marketing. Teaming up with Olympic skier Werner Grissman, Red Bull sponsored the Dolomitenmann, a monster, team marathon event held in Lienz, Austria, which involved mountain running, mountain biking, paragliding, and kayaking. This annual event was quickly recognized as the unofficial World Cup of Extreme Sports. The first race had just 51 participants, but it was Red Bull’s first venture into extreme events, the path it would fully embrace in the coming years.

Although the Dolomitenmann garnered positive attention within adventurer circles, Red Bull needed to reach a wider audience. Mateschitz struck gold when he created the Red Bull Flugtag. This flying cart competition brought groups together to test their inner DaVinci and fly their fancy, DIY flight contraptions powered by muscle, gravity and imagination over a body of water. It also brought huge crowds, which meant more exposure to people unfamiliar of the brand. In 2012, the Flugtag held in Cape Town, South Africa drew a crowd of 220,000 people.

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These two events were early demonstrations of the path Red Bull was blazing towards. Each year brought in new events and competitions, which in turn brought in new fans for Red Bull. Once revenues increased more steadily, Red Bull began sponsoring athletes, creating teams, and financing barrier-breaking stunts. Red Bull’s mission to make its energy drink synonymous with over-the-top events and feats was genius. As long as they could keep up their bad boy image, the crowds would flock to the events.

By the early 2000’s, Red Bull had become a well-oiled machine of ideas and execution, but Mateschitz was itching to create a worldwide, front page news event. He wanted to break a BIG barrier. The Stratos Jump was that event.

Felix Baumgartner and the Red Bull Team rigorously prepared the stunt for more than half of a decade. In less than 10 minutes, Baumgartner had landed, the entire spectacle was over, and history was made. This momentous jump spiked YouTube’s subscriber numbers from 300,000 to 2.5 million overnight.

Redbull’s Event Marketing Today

Since the Stratos Jump, Red Bull has continued tapping into the buzz with extreme sports, extreme stunts, music festivals, and pretty much anything else it can reach. Its high energy, high risk, high performance lifestyle image isn’t without its drawbacks, but in terms of exposure, Red Bull has never ceased to amaze. And, this is a testament to Dietrich Mateschitz’s philosophy.

In an interview with Fast Company regarding Red Bull, he explained,

“It is an invitation as well as a request to be active, performance-oriented, alert, and to take challenges. When you work or study, do your very best. When you do sports, go for your limits. When you have fun or just relax, be aware of it and appreciate it.”

Without Mateschitz’s full-throttle, hands-on approach to media, Red Bull wouldn’t have lasted. The world wouldn’t have watched Travis Pastrana fly a rally car 269 feet or skydive without a parachute live. The world wouldn’t have seen Robbie Maddison backflip in a car upwards off a ramp onto the famous Tower Bridge of London. Mateschitz created an entirely new drink market in the West, but more importantly, he created an entirely new culture. He has inspired the world’s youth to test limits and break barriers.

“Since the beginning it has been a brand philosophy and how to look upon the world, rather than pure marketing for consumer goods…” said Mateschitz. “The brand is supporting the sports and culture community, as well as the other way around.”

It seems a difficult task to up the ante from the Stratos Jump. The stunt itself has spun off a consequential ad campaign and a one-year anniversary documentary containing previously unseen footage. The Stratos jump reportedly increased both brand awareness and sales in the West while also helping growth in new markets such as South Africa, Japan, Saudi Arabia, France and Germany all seeing double-digit sales gains the year following the stunt.

But Mateschitz hasn’t taken his foot off the gas pedal, planning to develop a global media network which includes print, TV, mobile, music, and emerging media platforms. While a global media venture looks to be Red Bull’s steepest challenge yet, the company looks to lean on its plethora of events (like the Flugtag, the Red Bull Music Festival, and X-Fighters) to help build and promote its latest push into media. And they’ve already started looking towards the future. Instead of creating occasional “hits” that garner massive audiences once in a while, Red Bull is churning out consistent media from original web series to highlights of their intense competitions for viewers’ everyday consumption.

The original market of Red Bull from the 90s and 00s at this point knows the brand. Red Bull has always targeted individuals in their 20s, and since today’s 20-somethings consistently consume media, Red Bull is tailoring their entire media strategy towards building a new generation of Red Bull Devotees.

It’s working. According to Tubular Insights, Red Bull generated more than 2.5 billion views and 50.2 million engagements in 2016, making it the #1 most watched brand across platforms in 9 of 12 months of the year. It was #2 behind LEGO during the other three months. In 2015 (the most recent info available by Tubular Insights), Red Bull sold $6.6 billion worth of Red Bull, a direct product of their lifestyle brand advertising. While most companies today might not have the freedom of creating an entirely new market, there’s a lot to be learned from the massive growth attributed to Mateschitz extensive event marketing campaigns that have endured over the last three decades.

Since its birth as a female-first dating app, Bumble has expanded into also being a networking app.

Now, in addition to dating, it is used for meeting other professionals and making friends. Because the company has transformed into an all-encompassing networking service, Bumble has transitioned much of its branding campaign to in-person events.

65% of brands report a boost in sales, brand awareness and customer loyalty as a result of experiential marketing events. Bumble hosts events on campuses, in restaurants, in bars, and other social areas, heavily promoting meeting people in real life as a way to differentiate themselves from competitors and more fully control the narrative with their app experience.

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“Experiential events help us engage with the audience and promote the values Bumble holds so close to hear such as inclusiveness, friendliness and positivity,” says Bumble Spokesperson Michelle Battersby.

These events don’t have to be record setting or incredibly expensive. Sometimes they are just set up as plain old marketing events with special drink prices, or trivia nights. But, sometimes Bumble goes hard.

Recently, Bumble held a Make the First Move event in NYC, unveiling a new mural painted by New York Artist Queen Andrea. Eventgoers were encouraged to share a time when they made the first move, a simple idea with an important aesthetic component. Make the First Move briefly pushed people out of their comfort zone (a theme synonymous with dating) and gave a sense of community to Bumble users, while promoting local art and providing quality Instagram opportunities. A+.

In 2017, Bumble created a pop-up called the Bumble Fab Lab in Sydney, Australia – a spinoff from Bumble’s temporary NYC and London brick and mortar spaces called “The Hive.” It provided a 30-minute happy, multi-sensory experience for Bumble users who attended. It had four rooms, each representing a different positive sensory experience. One room with its walls covered in beautiful, aromatic yellow and white flowers (an amazing Instagram aesthetic) represented Smell.

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The next room, Relaxation, provided a peaceful VR beach experience sponsored by the Sydney mindfulness studio The Indigo Project. Continuing the mindful trend was the Gratitude Room where people wrote down what they were thankful for on honeycomb paper, posting their messages on the wall and donating to one of the three charities Bumble was offering. The final room was Taste. Bumble partnered up with the famous Australian gelato shop Gelato Messina to create two limited edition flavors with ingredients that literally boost serotonin. This whole experience was free of charge as long as you could show your Bumble app at the door.

“Life’s short and at Bumble we believe in the power of positivity so you can become the best version of yourself and feel confident to make the first move in all areas of your life,” says Battersby. “Through the Bumble Fab Lab, we wanted to create an experience that would fill Sydneysiders with happiness – a space where they can share the love with their friends, families and colleagues.”

Bumble understands its brand reliance on an inclusive image, as many brands do. They have made it a top priority to be seen as much as possible, especially by Millennials, college students. So, Instagram, the app that has cornered the image-based social media market, was the obvious match for Bumble’s vision. Bumble’s Instagram posts – mostly well-edited relatable quotes and memes – encourage positivity and compassion. Their tagged posts come from Bumble Honey’s promoting the app and Bumble users who love the empowering, supportive lifestyle brand.

Bumble has gone above and beyond just a dating app.

Last September, Subway released an onslaught of ads smearing McDonalds. Between TV, Organic Social, Paid Social, Email, Building-sized murals, there wasn’t a marketing technique left unused. This was a campaign with more in common with political attack ads than the typical easy-going fast food ads on TV.

The campaign started slow. Two ads showed a Ronald McDonald doppelgänger chilling on the beach with Subway in hand. A simple idea to undercut McDonalds’s image.

Very contained, yet the third ad took no prisoners.

It displayed what looked like McDonalds’s golden arches performing a heart monitor-like motion accompanied by the words “Burger after burger after burger…”.

Then, the arches flatlined. Viewers. Were. Outraged.

Subway warned the world of death by McDonalds. And to be fair, cardiologists and nutritionists almost universally support this message, as blunt as it is.

Yet, this was an emotionally charged advertisement. Nobody cared about the logistics of the burn. It burned. And ironically, after the message of death by cholesterol, Subway gave their cheesesteak (high in cholesterol) a lot of screen time as a substitute for burgers. Again, logistics weren’t important. Subway was taking a risk, feeding on McDonalds’s unhealthy reputation in an attempt to rebrand as trendy.

It makes sense that Subway would do this. In recent years, Subway’s sales have been down since the very public demise of former spokesman Jared Fogle, Subway’s previously perfect, neighborly, healthy spokesperson. Subway recognized their need to pivot the operation. The company needed a new look and attitude. From new uniforms to updated restaurants (with self-order kiosks, mobile payment options, an app, and a pre-ordered pickup area) this was all part of the corporation’s Fresh Forward initiative. Subway jumped into their new millennial friendly “Make it what you want” brand, a slogan noticeably similar to Burger King’s former “Have it your way”.

Subway’s advertisements changed from ‘familiar and wholesome’ to ‘shock and awe.’ Their first series of TV commercials and Social Media Marketing in February consisted of millennials doing a wide range of cool things with Subway in hand. Synchronized roller skating with Subway, snowboarding with Subway, throwing footlongs as footballs. You get the point. The commercials were fun, they showed the range of submarine sandwich options available, and they showed the range of young people who ate their subs.

Then, during the World Cup, the corporation dropped a bizarre, three-day campaign consisting of in-your-face, subliminal messaging. This campaign covered a lot of space.

In Chicago, Subway had giant images of subs projected on buildings, 3D chalk art of meatball subs, huge veggie-loaded footlong images crafted in sand. The company had 6 second Youtube ADs, most notably one with a UFO abducting a Subway footlong from a herd of sandwiches. There were Instagram filters with UFOs, blinking Subs memes on Facebook, GIFs of Dinosaurs eating footlongs on Twitter (during the opening weekend of Jurassic World) and cryptic email messages which read “Seeing Subs?” After Subway’s three-day effort to entice even the shortest of attention spans, they released 15-second multiplatform ads saying, “You’re not crazy, you’re hungry. Feed your SUBconscious here.” This odd, attention grabbing campaign

Of course, this odd campaign was not the company’s end game! It was a move towards their check mate. At this point, Subway was ready to get go deeper into their Millennial-focused campaign. They wanted to get their hands dirty.

*Cue McDonalds slander*

With the rise of social media has come the rise of social media roast battles. Twitter and other social media platforms have laid the foundation for people to call out adversaries at a moment’s notice in front of the world and Millennials love it.

Wendy’s picked up on this early with Twitter persona who calls out other fast food chains, notably McDonalds in 2017.

McDonald’s Announcement: “Today we’ve announced that by mid-2018, all Quarter Pounder burgers at the majority of our restaurants will be cooked with fresh beef.”

 Wendy’s Response: “@McDonalds So you’ll still use frozen beef in MOST of your burgers in ALL of your restaurants? Asking for a friend.”

Wendy’s goal was to gain buzz and they did that. Subway saw an opportunity to gain buzz and call out a competitor in millennial fashion on a larger scale with the flatlining commercial. They undoubtedly knew they would experience backlash from it.

A lot of people didn’t like a fast food chain telling them they would die if they kept eating food from a different fast food chain. And, a lot of people took to the internet to express their concerns and complaints. Subway responded to as many upset users as they could, expressing remorse and hope that their customers would keep coming back. According to Sprout Social, “29% of consumers are more likely to go to a competitor if they’re ignored when expressing distain on social.” Subway made sure to respond to its consumers, but did they do enough?

Bottom line: Subway got attention. More and more, every day, attention, no matter if it’s positive or negative, is becoming a priority in marketing. Attention matters. The jury is still out on whether negative advertising taints sales, but buzz-worthy content is always a means toward that goal. Via TV, social media, YouTube, email, print, sand art, and more, Subway created a multi-layered marketing plan that popped. They hurt some feelings on the way, but it wasn’t too serious. They didn’t attack the morals of Americans. They just attacked a rival. Of course, they have their critics, but people those critics were talking about Subway after the campaign.

Maybe there really isn’t such a thing as bad publicity?

Email is one of the strongest mediums in the marketing universe to sell your service or product. Here are some examples to jog your brain and get those creative juices flowing. Know your brand. Know your audience. Know your strategies.

Showing Your Customers Gratitude 

Sometimes, all people want to hear (or see, in this case) is a simple Thank You. It’s an easy gesture that can go a long way with your customers because gratitude is quite human.

Readdle, a productivity app, sent out an email thanking their users for an incredible year. The email went on to show how productive users actually were with some quick stats and graphics, made a funky, little graph sharing what the company was proud of, and offered a present for the holidays! Year-in-review emails can be a great way to show gratitude.

Leveraging Third-Party Endorsements 

To many, Twitter’s role in the world might look like the antithesis of Email’s. However, Grammarly found a way to make the two coexist. Hurrah! Inclusivity!

Grammarly used a kickass testimonial from Twitter in an email to show off exactly why their users should upgrade. By embedding a tweet featuring a user’s expression of admiration for the app Grammarly provided social proof to reinforce the credibility and quality of their product. Plus, to sweeten the deal they offered a limited-time offer for premium upgrades.

It’s working for others. Why not you? The proof is in the pudding.

Onboarding New Subscribers 

Sometimes, people subscribe to things with little thought. It is your company’s job to tell them about what you do, why you do it, and how to use it.

Task management company Asana does a great job at this with their onboarding emails. These emails show their subscribers what Asana has to offer and how to use the features in their emails. This makes Asana more than just a program someone’s boss told them to download. It functions as a useful tool to organize and get things done.

Onboard your subscribers. Tell them what they need to know to get the full experience of your product.

Personalize Based on Previous Purchase History 

“What was I supposed to do today on my day off? I wish I made a list yesterday when I was thinking of all the things I needed to do. Roofus the Lizard, do you remember?

Oh, thanks personalized email for reminding me to buy food for Roofus the Lizard because his supply is running low. You’re very helpful… and 10% off? Wow. Roofus is gonna be thrilled.”

Chewy understands personalization is important. Not all pets are the same, and people don’t care about cat food offers if they own a dog. So, they tailor their emails to their customers on a personal level and offer relevant deals and reminders, cutting out unwanted emails and getting straight to the point.

 

Personalize Cart Abandonment Emails 

Over ¾ of shoppers leave retail websites before purchasing the items in their carts. Imagine seeing that at a brick and mortar store. The store, filled with carts packed with items, would go out of business just based on the image it offered to incoming customers. Luckily on the internet, there’s less peer pressure and nobody sees others’ empty carts.

Cart abandonment IS a problem in the online shopping world. The answer: a simple nudge. J-Crew sends out emails encouraging shoppers to finish their purchases. With a click of a button from their personalized email, subscribers can be right back in their shopping cart.

Curating Content 

Huckberry, an online retailer and journal, curates content that pops in their emails to their members. As you scroll through a Huckberry email, you’ll notice the colorful, aesthetically pleasing images of style, adventure, and freedom. There are a ton of pictures, each representing a brand and a deal, and the captions are clearly written by a Millennial for Millennials. The main reference of one of their emails is a Jay-Z biking meme. They are also selling bikes in said email.

But, Huckberry doesn’t just stick to their own guns in their emails. They offer a ‘Diversions’ Section with three links to other, relevant articles and content that go hand-in-hand with their brand. They send their members to Forbes, Washington Post, Harpers Bazaar, etc. as long as the content is cool. Cool.

Going with the Marketplace Flow 

Amazon.com is powerful. The online retailer is responsible for almost 50% of the e-commerce market in the United States. In mid-July, it was Amazon Prime day, and they had some serious DEALS.

RXBAR saw Amazon’s low price on their own health, energy bars and decided to urge their subscribers to use Amazon’s sale. A classic case of “If you can’t beat ‘em, join ‘em.”

Showing Off 

Who knows their audience? Urban Outfitters knows their audience!

The company sent a simple email titled “Most-Liked on Instagram: Get all your IG faves IRL.” The email was just 9 Instagram posts by people modeling Urban Outfitters attire, their Instagram Handles, and links to shop Urban Outfitters. Boom. Boom. Boom. They didn’t have to make any deals. They just showed their trendy attire on trendy people who already got a lot of attention for their posts. That’s called doubling down.

Asking Customers for Direct Feedback 

If you are selling a service, you want to keep your customers engaged or you might lose their attention. Even though Netflix’s product feeds on attention, they are still smart enough to check on their members.

Netflix is constantly trying to improve their service. Analyzing consumer trends works. But why not go further, and analyze the answers directly from consumers. Figure out some trends in their wants and needs, and build from there?

Not to mention, this is a source of empowerment for customers. It makes the customer feel like a part of the team.

Paying for Customer Referrals 

Companies don’t mind dishing out credit to their active customers who refer their services to their friends. Postable, a designer greeting card and invitation company, will send you $5 for each friend you refer. In the grand scheme of things, the company is making much more money from your referral than it is spending on you. Just slap a fun, cartoon graphic on that email, put a link in it, and let your customers market you.

Location-Based Customized Emails 

One of Uber’s best qualities is noticing trends. When you take Ubers to the same places, the company keeps a tally, and sometimes offers personalized deals in concurrence with your habits. Check out this email:

Noticing the user constantly traveling in and out of San Francisco, Uber offered this user a $20 flat-rate ride from the airport as a courtesy and gentle nudge to keep using your good old friend, Uber, killing any possibility of a competitive price or convenience. How thoughtful.

If you email them, they will come. Only if you send the perfect event emails. Here’s 8 strategies to sending those killer event emails.

Send Short, Catchy Subject Lines

While the phrase “Don’t judge a book by its cover” is an empowering and inclusive phrase for children, it doesn’t translate to the world of event marketing. You’re in the business of making money and the only way to make money is by selling your product. Nowadays, certain companies can get away with selling bottom-shelf experiences through top of the line marketing campaigns, especially events. This is in no way an excuse to not focus on your product. It’s a reason to focus on your message; even more, your first impression. And for many of your targeted customers, your email subject lines act as that first impression. The subject line is a pass-fail test. Personalize subject lines to your targeted groups’ interests, keep them short enough to read in a single breath and make them interesting.

Speaker/Artist/Performer Spotlight

Spotlight your event’s main speakers. Sometimes, a photo with a blurb about your speaker can go a long way in an email. It should be short attention span sensitive, supplying a digestible amount of information and offering links to read more on your website.

One of the best ways to reel people in to signing up or to retain interest in your event is to spotlight speakers/performers who will be featured at the event.

Adding video is considered one of the most effective practices to boost your email conversion rates. Video is everywhere now. Even the New York Times has video above their long form articles because people are drawn to easy consumption.

Embed Testimonials

Even if your company boasts the greatest event of all time, even if critics raved about last years’ event, people still want to know what ordinary people think. It’s a matter of trust. People tend to be skeptical when it comes to being marketed to. They feel like they can see through your mirage. Your subscribers want to know how Tom liked your interactive product unveil. How about Sharon? With 2-3 personal anecdotes about your event, people will surely feel much more comfortable about taking part.

If this is your first event, don’t fret. Showing product/service or speaker/performer testimonials are solid alternatives. People just want to hear from people.

Be Deliberate with Your Message

After your subscribers enter your email, you need to inform them what your event actually is – the meat and bones. This is a space for short descriptions, highlights and a deliberate Call to Action. Make your message LOUD AND CLEAR. Really key into how it will benefit your subscribers’ needs. Make it easy to navigate with your eyes.

Constructing a Fear of Missing Out

The best way to build interest and hype around an event is by making people feel left out if they were not to attend. You can offer priceless career opportunities, raffles for 1-on-1 lunch with an industry leader, or an exotic location. By highlighting the elements that are fun or once-in-a-lifetime career opportunities, it will be hard for them to ignore your email.

Rule of Three

Chaotic emails suggest a chaotic event. To keep your emails simple, follow the “Rule of Three.” Create three sections in your email. Each section should offer essential information to the event and each section should cooperate with the other sections both intellectually and aesthetically. Event information and aesthetic should carry a consistent theme throughout the entirety of the email. The sections allow the reader to organize their thoughts meaningfully and create a clean message for your viewers.

Plan Your Event Marketing Email Sequence

One of the pillars of rock-solid event email marketing strategies is personalization. You want your subscribers to read every email you send them. To do that, your emails must fit their actions and be relevant to the event you’re marketing for. A great way to avoid spamming your subscribers is to create funnels based on your email subscribers’ activity. At first, you have no ticket buyers so you send out sales emails. Now, you’ve made a few sales. Do you want to keep trying to sell the event to people who are already going? No. You only want to send sales emails to potential buyers.

For subscribers who have already paid for your event, keep them interested with insight on the event. Consider promoting various event upsells such as a private lunch with industry leaders. Feed them more detailed information and don’t bog them down with a sales-y approach. When targeting potential buyers, be more direct with your approach. Send them urgent deals. Maybe even split potential buyers into multiple categories based on their activity. At the very least, separate your buyers and potential buyers into different funnels. By analyzing subscribers’ activity, you can pinpoint where their action process is, and you can send them appropriate emails.

Recap Emails

Sending recap emails is a wonderful way to capitalize on event momentum. When holding a multi-day event, you might send a recap after each day with highlights and opportunities for online engagement. This can remind people of tidbits they learned and objectives they need to reach. Include an attachment with details of a speaker’s main points and show highlights of what went on at the event.

Eventgoers might even be willing to pay for your company’s next event if you have a date and a place set and supply a CTA in the email. It doesn’t hurt to ask eventgoers to keep the good times rolling. Maybe even give them a discount incentive for making an early decision. The classic Early Bird Discount for those Type-A’s who know what they want can help close some leads ahead of time.

A Message from a CEO or Founder

When subscribers see direct messages from the top of the hierarchy, they are likely to feel more emboldened to take action. Higher-ups know the company. They are the experts of the culture and the vision, and they are often disconnected from communication with consumers. So, if you can offer consumers the unmatched wisdom of a Founder, Creator, or CEO of your company, they are going to eat that up.

Having a higher-up send a personal message shows care. They are willing to take the time out of their busy day to offer subscribers unmatched customer service. They can provide a personal anecdote or a meticulously engineered quote. It’s truly more about the gesture than the substance.

“Get Up! Get Up Now! – It’s time to get up out of bed, people.”

This is the subject line and preview text of an email from Buzzfeed to their subscribers. If there’s one thing Buzzfeed has, it’s a knack for the relatable. This subject line exemplifies the company’s understanding of its consumers. Of course, Buzzfeed is a media company whose diverse group of email subscribers want a fun escape from day to day life. Buzzfeed gets this and pack their emails with gifs, memes and videos. The lesson here is easy.

Email should be fun.

Email doesn’t have an exciting reputation, but business professionals prefer it over other mediums for business-related communication. Following colleague recommendations and industry-specific thought leaders, Email ranks in #3 as the most influential source of information for B2B audiences. When properly utilized, an email list can be a company’s best friend.

In 2017, Statista counted an extraordinary 3.7 billion global email users, meaning almost half of the humans on the planet have email. And, this number is consistently rising. It’s plain and simple. Email isn’t going away.

The best way to take advantage of email in 2019? Optimize that email marketing strategy for mobile use. At this point, it’s the standard. 80% of users will delete a company email, or worse, mark it as spam if it isn’t optimized for their smartphone. Now, more than ever, instead of booting up the old desktop, email is right in your pocket. Anyone with a smartphone can get real-time email notifications.

Anyone can access their email in one swipe. It doesn’t even have to be a person’s main objective. Checking email is a complementary activity. People constantly seek entertainment. Whilst entertained, people seek more entertainment. Nothing is better than a nice dopamine rush. People check email while watching TV, in bed, on vacation, and even at the dinner table (rude). Checking email can be brief, so it is important to make that email pop.

How are you going to grab your recipient’s attention? Entertaining email marketing. Funny emails work.

Recently, glasses eRetailer Warby Parker sent an email with the subject line “Pairs nicely with spreadsheets”. It wasn’t hilarious, but it was interesting. It was an eye catcher, unlike the all too popular “Check out our new product” subject lines. A simple message that generated interest.

Founded in 2010, Warby Parker sold over 100,000 pairs of glasses in its first year and clinched a $1.2 billion evaluation in 2018. They have risen as a leader in the fast-growing digital marketing space, escaping the grips of in-person inconvenience and embracing the internet. Their success is largely a product of their online marketing strategy. Their product is stylish and reasonably priced. But, from the get-go, Warby Parker’s keen eye for email has put them on the map.

According to Salesforce, the average email marketing ROI is 3,800%. That’s a whopping average return of 38 dollars for every dollar invested! This shouldn’t be a surprise. It is a deeply personal form of marketing. People sign up to join email lists, offering personal information. A level of trust between business and customer is necessary for this action to be taken. Plus, it is standard for emails to be personalized toward subscribers.

So, having that email list is great, but it’s important to understand that it is becoming more and more normal every day. Your business needs to be sending emails to subscribers yesterday.

Another thing, there are no excuses for not personalizing emails. The standard has been set. Emails should contain no less than the subscriber’s name in the greeting. When people subscribe to a newsletter, they input their name, no? Remember: This. Is. The. Standard. Thus, simply personalizing an email doesn’t make you stand out. And it’s important to stand out if you want to boost that ROI.

That’s where the funny comes in! Who doesn’t love a good joke? Especially an unexpected one. Especially in their inbox. Most of the emails everyone gets are garbage. A lot of times, you don’t even know how they know your email. A lot of times, when a subject line says, “Hey John, this is why… (*Insert thing you don’t care about*)” you understandably gloss past it.

*Mark as read* BOOM. Gone into oblivion.

It isn’t just about the subject line. First impressions are important, and people judge books by their cover, but email marketing success isn’t only based on the subject line. Check out this email graphic by BONOBOS:

The menswear company created a humorous way to show their everyday customers the world of French Corders, playing with the “French” aspect and nudge them to buy something. This fun graphic serves as a noteworthy oasis in the middle of the email desert that people normally just want to get through.

Humor is a means to settling the differences between business and recipient. Recipients receive A LOT of emails. Recipients are human beings who crave conversation. They lead busy lives. The last thing they want to see is more of the same. The least you can do is add that dancing chihuahua .gif to the email. Make your customer smile and they’ll open your email every time.

Some marketers often question, “why make a Landing Page when you already have a Website?”

For starters, landing pages are simply a better way to attract quality users. They are easy on the eyes and offer a clear path to a single, targeted Call-to-Action. Using trend analysis, they offer solutions to problems that specific segments of the population need fixing. Most importantly, Landing Pages can be tested and adapted through marketing-proven A/B Testing.

A little bit of artistic vision helps to deliver an attractive and concise Landing Page, but realistically, it is very possible to craft a Landing Page that gets the job done through consistent A/B testing and adapting through feedback.

Follow these simple design practices and your Landing Page conversion will likely skyrocket.

Be Direct

According to most researchers, you have roughly 6 seconds before a visitor decides if they will stay on or leave your Landing Page. Therefore, a headline should take zero deciphering. Your message should focus on the needs and interests of your visitors. Turn their problem into a powerful headline. Show them what they will gain from your product/service. Visitors might not have been aware of their problem prior to seeing your ad. You need to show them what they are missing in a headline and offer them one solution with your CTA.

Your CTA is a simple command. Don’t add unnecessary words to your CTA. No adjectives, no adverbs, no conjunctions, no prepositions. Phrases like “Register Now”, “Try Product Free” and “Subscribe Today” make for the ideal CTA.

To support a CTA you want to complement it with strong copy. Ideally that includes brief bullet points or short sentences. Just make sure to maintain a conversational tone that speaks to your target customer. Nobody wants to feel like they’re being sold to, so use lingo specific to the audience you’re trying to target to boost your marketing credibility.

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Target Many Smaller Audiences

Using a Landing Page to target a general audience can be a complete waste of resources. It’s entirely too costly and borderline impossible to pin down the perfect solution for an entire population. With a general approach, you’ll hardly get traffic to your Landing Page, and if people show up, there’s a high chance this will completely disrupt your analytics.

It’s vital that you do your homework first and send different offers to match different segments of your target population who, based on data analysis, need your service. This way, you can gain a loyal following with a high probability of retention and consistent engagement. After all, it’s five times cheaper to retain customers than it is to gain new ones.

More is Always Better Than less

Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15, per a Hubspot report. If you follow the data, you’ll spend less money on guessing if certain messaging will hit and instead be able to uniquely advertise to more segmented audiences who are more likely to want what you have to offer.

Also, it’s crucial to match messaging on Social Advertisements and Landing Pages. After having their interest piqued by an advertisement, people don’t want to be blindsided with a completely different Headline, CTA and aesthetic when they arrive on a Landing Page. Stay consistent in messaging to help close more sales.

Show Proof

Use Customer Testimonials. Testimonials carry a lot of weight in our increasingly review-driven society. People trust ordinary people more than they trust your company. When ordinary people use their personal time to review your product just to be helpful, visitors feel more empowered especially if the reviews are hosted by a third-party platform such as Google or Yelp. Ratings are okay, but testimonials reign supreme. Customer testimonials are considered one of the most effective content marketing tactics, identified by 89% of B2B marketers, per a content marketing trends report.

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Use Media, But Be Cautious

The majority of people today are visual learners. Photos, videos, GIFs and music are proven to entice visitors to stay on Landing Pages as long as they’re relevant to the message and fit the overall aesthetic. According to a study by Eyeview, a provider of end-to-end video solutions, videos can increase conversion rates by up to 86%.

While media can be helpful, be cognizant of file sizes and loading speeds. While videos are the superior form of media, they can also slow down your page’s processing speed which can frustrate consumers. Research by Akamai shows that a 1 second delay in your site speed can result in a 7% reduction in conversions. With billions of options online, people don’t have time for slow speeds.

An additional warning: Avoid self-starting videos and music on Landing Pages. These can interrupt viewers while trying to take in your Landing Page information.

Make it POP

Make your CTA the center of attention. You want your CTA to be BIG, Bold and brief. It needs to stand out the most on the Landing Page. Everything else on the Landing Page should create a path towards your CTA. Utilizing “white space” is a great tactic to bring more attention to your CTA. Keeping space between different viewing points eases visitors’ eyes, making it easier to navigate the screen and focus on what is important. Likewise, a tried-and-true strategy to focus attention on a CTA is to use color contrast. CTAs commonly stand out, typically boxed in a color directly opposite of the rest of the page.

Test & Adapt

The most important part of a Landing Page is consistent Maintenance. Monitor your results and conduct A/B Testing with various Landing Page design, wording, and value propositions. A/B Testing removes guesswork, so you need to test everything happening on your page. It’s crucial that you pick up on your page’s trends, adapt or cut out what isn’t working and embrace what is working. Eventually, your Landing Page can be a well-oiled machine. It just takes vigilance.

Fun fact: President Obama’s campaign team raised an additional $60 million in revenue using Google’s free Website Optimizer to conduct A/B Testing.

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Conclusion

The end game of a Landing Page is to increase conversions through your CTA. Make it easy for quality visitors to discover your CTA to later become quality users. Knowing this, your CTA must be seen. You want it to be as noticeable as possible. This means limiting distractions. This means making it visually OBVIOUS and making its message OBVIOUS.

There’s a disconnect between marketing landing pages and Google searches.

Many Digital Marketers are missing their target on their landing page setups, or worse, not having any clear target and failing to get clicks. It’s wasting companies A LOT of time and money.

Here’s a hypothetical scenario:

You’re running a new soap company, trying to raise awareness of what you sell. You decide to create a Google AdWords campaign and figure keywords like “clean”, “hands” and “scrub” will get you clicks. This might seem logical; However, it’s not enough. You’re a small company, and you don’t have an abundance of cash to spend. To top it off, you have to compete with the hundreds of other companies using the exact same words to gain traffic for themselves.

Often times, digital marketers approach the development of Landing Page Design with virtually no connection with what people are actually searching for on Google, in part due to limits in coordination between marketers and designers.

It’s time to find a new slant. How can you stand out?

Many successful marketing firms have realized this disconnect and have designed innovative marketing campaigns that bridge the gap between Landing Pages and Search Intent. Some digital marketing professionals have been referring to this as Landing Page – Search Synergy.

New Balance Chicago

New Balance Chicago wanted to increase sales through the magic of digital marketing, but they looked at the opportunity through a skeptical lens. The reason for their hesitation was that New Balance Chicago stores operate independently and rely mainly on old fashioned brick-and-mortar for sales. That’s right Millennials, in-person shopping at New Balance isn’t just suburban dads buying the iconic white 608 V4 Training Shoe. New Balance Chicago had more to offer, and they just needed some exposure.

The company needed Landing Pages to bring people to their doors, and they were willing to offer deals. After attempting Facebook offers, they realized that tracking the Facebook codes was nearly impossible. Their offers reached 136,541 people, only 600 offers were claimed, and the company only logged 32 individual purchase codes. This method’s reliance on customers and clerks reporting the codes made it difficult to track. On to the next one.

New Balance Chicago pivoted, creating a new Facebook ad campaign targeting different segments of the population based on location analytics. This time, instead of direct Facebook offers, with one click, an ad directed potential customers to a Landing Page that starkly resembled the national New Balance website.

However, these sites did away with website navigation and online purchasing. They packed the page with information about the stores, imbedding Google Maps, adding phone numbers and hours, and promoting the human experience. Each Landing Page was also tailored towards its offer. Some people found themselves on the military discount Landing Page. Some parents ended up on the kid’s footwear discount Landing Page.

The company’s goal was to get more email sign ups and make more in-person sales. They accomplished both.

Within just two months, New Balance Chicago’s email list grew by over 10%. Discount hunters coughed up those emails, and the company increased its sales in its brick-and-mortar stores by over 200%. Oh, and it should be mentioned that they cut their spending in half by focusing their ad spend on website conversions instead of clicks.

Snickers: You Can’t Type When You’re Hungry

By now Snickers’ “You’re not you when you’re hungry” advertisements are ingrained in everyone’s memory. Whoever pitched “Betty White on a football field” deserved a raise that instant.

In 2013, Snickers decided to tinker with their award-winning campaign, creating an SEO campaign targeting misspellings on Google! Ah yes, human error. They bought 25,000 commonly misspelled search terms, and slapped a paid search ad directing misspellers to youcantspellwhenyourehungry.com and tailored ads saying:

“Grab yourself a Snikkers” because “Yu cant spel properlie wen hungrie.”

It turns out people spell poorly in the post-typewriter era. The campaign reached 500,000 people within three days of launch.

Have a Cold? Buy a Kleenex

Remember an apple a day keeps the doctor away? Kleenex teamed up with Google and threw all those apples in the garbage. Now, a Google a day keeps the sickness away. We’re still brainstorming jokes, but we’re sticking with that one for now.

Kleenex realized that when people get sick, they resort to asking the internet before going to the doctor. Additionally, the common cold and flu spreads regionally. So, with the help of Mindshare’s search trend analysis, Kleenex was able to predict flu outbreaks in real time, targeting these flu-ridden regions with 96% of their UK media budget and increasing their total sales by 40% year-over-year in the first two months, adding an extra 432,499 boxes of tissues sold. How’s that for an apple a day?

Do Your Homework

The examples above show successful Landing Page – Search Synergy. These companies got in touch with their consumers’ behaviors and they were willing to spend some money to take calculated risk in order to gain traffic to their Landing Pages and increase profits. Your company can’t just settle on the same keywords as everyone else, and you do have to spend some money to make money. But, Landing Pages and digital marketing heavily rely on analytics and trends. Do your homework and it will pay off.

Research, Create, Analyze. Repeat.