Kelly Andresen’s Post

How often do we hear briefs asking for us to “cut through the noise” or “make our brand stand out”. But, navigating this in a saturated and fragmented media landscape is not easy. It’s no wonder that many brands are turning to innovation as a means to reinvent, redefine, and re-engage. This is a great read on the impactful role marketing can play, extending beyond mere communication in this insightful read. 📖

Last week I attended Brand Innovators Media & Marketing Innovation Summit hosted by GroupM in their lovely office downtown. There were *so* many great takeaways, I wish I could share them all, but here are my top 3: 1. Diversity isn't just the right thing to do - it's good for business ✨ As we just saw with the women's NCAA tournament, ad revenue doubled YOY, and we've just scratched the surface of Women's Sports ✨ The NFL is committed to diversity and inclusion in all aspects of the business, but also to growing their fan base, and as Jonathan Beane noted, diverse groups are the way to do that - youth, Latinx, women, international markets (for those that really know me, yes, the NFL panel was amongst my favorites of the day 🤓) 2. We need to rethink the media funnel and look at our media spend holistically ✨ It takes 9 touchpoints before consumers make a purchase, therefore, focusing solely on lower funnel metrics and not investing properly in upper funnel will not get you where you want to go long-term (traffic KPIs shouldn't be - stick with revenue over time); exercise patience and stay focused when adopting an adjusted funnel spend - it's going to be uncomfortable, but stay the course ✨ Big ideas (AKA Glitter Ideas - thanks Ashley Schapiro - love this!) need to be constantly front of mind, but also invested in (thanks to looking at your media spend holistically, you'll have more to spend on brand awareness than you use to 😉) 3. Old standbys of marketing are still the way forward (but not the way you're thinking) ✨ Meet people where they are - leverage data and insights as much as possible, and share content that *speak* to potential customers; let the audience dictate the platform - not the other way around ✨ Think outside the box - Jessica Padula shared how Nespresso, a luxury lifestyle brand, ventured into the gaming world with the launch of their single serve coffee maker, which may seem confusing on the surface, but actually worked well and makes perfect sense if you think of who they are targeting and what a gaming setup/lifestyle needs (this was such a cool campaign!) ✨ Leverage technology to work *for* you - dun dun dun...AI! Many of us (myself included) are concerned about what AI will do to the future of our world and our careers, but Kelly Garland Schwarte offered a different perspective: could AI make our jobs easier, so that we can spend more time doing the most human part of our jobs - being creative? And could we leverage AI as a useful tool to actually make our ideas more captivating and memorable? Kelly also shrewdly reminded us that every time a new technology comes to be, it is in our nature to worry about that technology and our role if it sticks around. So many good points were made, it's making me reevaluate my POV on AI. 🙌 #brandinnovators #marketing #media #marketinginnovation #mediainnovation #brandmarketing

Leveling Up Strategy: Closing Innovation Gaps in Marketing https://bit.ly/3Pnctwy

Some great insight here! Every brand needs a driving force that extends beyond profit. That's where purpose comes in. Purpose-driven marketing is the practice of strategically targeting, positioning, aligning and executing a portfolio, product or service in a way that benefits society. It is more than a name or logo. It impacts all aspects of the business by essentially creating a community through your brand. According to a 2022 research for Harris Poll, 82% of consumers in the US want a brand’s values to fit with their own. Purpose-driven brands are proven to boost loyalty as customers align with the companies values and have become a strong factor in helping businesses build real connections with audiences. Once customers have an emotional connection to your brand, you've created a customer for life. It’s important to note that when establishing and leveraging a company’s values it should not be seen as a marketing tactic but instead as a lifestyle. Values-led organizations demand alignment enterprise-wide to ensure their mission, purpose and commitments are threaded through all aspects of a company’s ecosystem from its products to supply chain and channel distribution, down to the leadership and talent within an organization. Moving forward, once a target audience is established, it’s important to continue reinforce those values across the board so that your brand is cemented in its purpose. #PurposeDriven #FutureofMarketing #BrandAwareness

🚀 Unlocking the Power of Branding and Marketing 🚀 At LF Creative Group, we believe that a strong brand is the foundation of a successful business. 💼 But what makes a brand truly stand out in today's competitive landscape? 🌟 In our experience, it's all about the right blend of strategy, creativity, and authenticity. 🧠🎨 Being in the business of branding and marketing, we've had the privilege of helping numerous clients elevate their brand presence and achieve remarkable results. 📈 Here are a few key insights we'd like to share with you: 1️⃣ Consistency is Key: Your brand should speak the same language across all touchpoints, from your logo to your social media posts. Consistency builds trust. 2️⃣ Know Your Audience: Successful marketing starts with a deep understanding of your target audience. What are their needs, desires, and pain points? Tailor your messaging accordingly. 3️⃣ Storytelling Matters: Your brand isn't just a logo; it's a story. Share your brand's journey, values, and mission. Authenticity resonates with customers. 4️⃣ Digital Dominance: In the digital age, online presence is paramount. Utilize digital marketing strategies effectively to reach a wider audience. 5️⃣ Data-Driven Decisions: Leverage analytics to measure your marketing efforts. What's working? What needs adjustment? Data guides smarter choices. Let's connect, collaborate, and grow together. 🤝 #Branding #MarketingStrategy #LFcreativeGroup #BusinessSuccess

Importance of Brand Activation Brand activation is more than just marketing. It's about engaging, connecting, and creating memorable experiences with your target audience. Here's why it matters: Personalized Experiences: Connect by tailoring your brand message and offerings to individual preferences and needs. Enhanced Brand Awareness: Cut through the noise with creative activations that capture attention, generate media coverage, and boost visibility. Emotional Connections: Leave a lasting impression by evoking emotions, building brand loyalty, and advocacy. Word of Mouth: Memorable activations get people talking and sharing on social media, reaching a wider audience organically. Engaging Senses and Imagination: Create vivid, long-lasting memories by involving multiple senses in your activations. Audience Participation: Get customers actively engaged, deepening the connection and fostering a sense of ownership. Differentiation: Stand out from competitors by designing unique and creative activations that leave a distinct impression. Brand Values: Showcase your commitment to social and environmental causes that align with consumers' values. Sales and Conversions: Inspire purchasing decisions by creating engaging experiences that drive interest and confidence. Innovation Testing: Use activations to gather real-world feedback on new ideas, guiding future strategies and product development. Long-Term Relationships: Lay the foundation for ongoing brand loyalty and strong relationships beyond a single event. Measurable Impact: Evaluate success using metrics like foot traffic, social media engagement, and sales. In today's cluttered marketing landscape, brand activation   unlocks the power of meaningful connections. Engage, inspire, and leave a lasting positive impression that drives your business forward! #BrandActivation #Marketing #Engagement #EmotionalConnection #Innovation #BrandAwareness #BusinessGrowth #brading #b2bevents #marcom #marcomms

#Pharma you have a #marketing problem 🚩🚩🚩 Which Pharma brand will be brave in 2024? Here are some UX solutions that can help your business tackle the top key pharma marketing issues found in John's audit of Marketing #Campaigns in the pharma space: 1. Ineffectiveness in Distinct Branding: Many pharma advertisements fail to differentiate their brand effectively, they can be bland and often benefit competitors instead. SOLUTION: Let's do some #userresearch and see what type of people your patients are and tailor a brand experience to them. 2. Underutilization of Effective Branding Elements: Elements like brand characters/mascots, and celebrities, which are known to enhance brand recognition, are rarely used in pharma marketing. SOLUTION: Work to develop a interactive tool that extends a brand's presence, awareness, or recognition in your customers time of need. 3. Overemphasis on Generic Lifestyle Activities: Pharma ads often focus on showing various everyday activities, which does not help in unique brand association. SOLUTION: Less Patients In the kitchen or on top of a mountain and more real stories. Get out of the "Neutral" and into the "Authentic" by ensuring you have current user/patient profiles and #mentalmodels . Dig deep enough to uncover a unique #userjourney . 4. Low Impact of Traditional Creative Elements: Traditional elements like logos and taglines, still common in pharma ads, do a poor job providing brand awareness and recall. SOLUTION: Be bold and leverage #interactiondesign and #web3 to share a message in a way that the market has not seen a million times. Follow, Connect or Reach out to discuss how your brand can improve its impact and lead to more conversions via #userexperience.

The story begins in 2013 with SamyRoad pioneering the Advocacy Marketing industry, thanks to the development of the Company’s own algorithm and proprietary AI to aggregate millions of global accounts, running campaigns all around the world. The international expansion began very quickly, becoming a key player in the influencer marketing landscape. In 2020, the founding team (Juan Sanchez Herrera, Patricia Ratia and Marta Nicolas) decided to take a new approach with the creation of the Samy Alliance, a global ecosystem of specialized and integrated solutions, that leveraging creativity with technology offers integrated, social-first and data-enabled digital marketing and communications services. Listed by the Financial Times as one of the 1000 fastest growing companies in Europe for the fourth consecutive year, Samy Alliance, headquartered in Madrid, operates in more than 50 markets with offices in 15 countries and more than 400 employees. Since its creation in 2013, the company has experienced sustained growth year-on-year, consolidating its position as a leading global player in its sector. The company is currently present in Europe, the United Kingdom and the Americas, the United States being its second largest market in terms of turnover. The excellent results achieved by Samy Alliance in recent years reflect the company's resilience, with a 43% year-on-year increase in EBITDA in its last financial year, result of a combination of organic and inorganic growth: geographical expansion into new markets through acquisitions and integration of new services for its clients. TBD Media is an international purpose driven media group that helps companies, organisations and governments tell their brand stories in a direct and human way. Combining over 30 years of experience in marketing, content creation, video production and publishing, our senior team have been providing thought-provoking content since 2015. Learn more about our projects and campaigns on: https://lnkd.in/dumiW5MF #samyalliance #advocacymarketing #AI #integration #Madrid #TBDMedia https://lnkd.in/dTyV75cz

I am pumped for this conference! This one is really different, focusing on the biggest part of your marketing spend - Brand Activation - and the most key ingredient for success - Creativity.   Brand Activation & Creativity is a virtual conference taking place 9/12 - 9/13. From big brands like Buick and 7-Eleven, to small, scrappy brands like Ponysaurus Brewing, there's tons of content to digest. You can try a few or dive in to all 19 sessions across 2 days. There's lots to learn from a broadly diverse group of brands, industries and subject matter experts.   Also learn from worldwide experts on Creativity and Innovation to learn how good creative can actually drive growth, and how AI will make some firms dumber and other smarter.   Register here, either for yourself or get a very reasonably priced Corporate Package for your whole team, so any of you can attend the sessions that you want and then share your learning with each other. https://lnkd.in/eNyxSWWk