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Programmatic Buying and Brand Marketing – A Good Match?

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I’ve been seeing the term programmatic everywhere lately, or at least it seems. Last month’s news that Procter and Gamble plans to buy at least 70% of its digital ads programmatically by the end of the year and May’s announcement from American Express to shift 100% of its online buys have put the method in the headlines. Experts have been weighing the pros and cons of programmatic buying in general and analyzing the decisions ad nauseam. But, if you’re like me, you may not have understood what programmatic buying really is and who should use it. 

Marketing To Runners Who Spend Significantly On Their Sport

Retailer Corner

As of 2013, almost 42 million Americans were active runners/joggers, including over 7.8 million on the Southern coast. In the past decade, the fitness activity has experienced a 70% overall growth rate, which has lead to an impressive bump in activewear sales. Marketing to runners at the height of the 5k and the beginning of the marathon seasons is an intelligent investment for many brands looking to reach target these consumers.

BOOK DISCUSSION: Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

marking to millennials book discussion

Our July book for discussion is Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever by Jeff Fromm and Christie Garton. The millennial generation is more than 80 million strong with a direct buying power estimated at $1.3 trillion. Brands can’t afford to ignore them. In the book, Fromm and Garton review the six segments of these consumers and offer five new rules of marketing to millennials.

Cannes Lions Festival’s Annual Celebration of Creative Communications

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Cannes, France is fortunate enough to not only be host to the renowned and familiar Festival de Cannes for film, but also to a week-long event for creative professionals dubbed the Cannes Lions International Festival of Creativity. Since 1954, the Cannes Lions festival has rewarded and celebrated pioneers in the creative worlds of marketing, film, radio, and technology.

Omaha Steaks Is Constantly Adapting to the Marketplace

Retailer Corner

In the United States, the retail equivalent of the beef industry’s value was an astounding $88 billion in 2013, according to the United States Department of Agriculture, and has increased by $28 billion since 2002. Beef has been a staple in American diets for quite some time, and although red meat has had a negative image of late, beef consumption has been on the rise. During the summer, it’s all about BBQs and hamburgers, and getting those grill marks just right. But, no matter what time of year it is, steak holds a special place in the hearts of carnivores. Interestingly enough, not much has changed in the past few decades of how beef is sold or packaged. Yet, Omaha Steaks is constantly adapting to the marketplace and changing the way you and your family think about buying meat and cooking for large parties.

Father’s Day Marketing Should Focus on Family and Traditions

At the risk of exposing my family’s uniquenes, my memories of Father’s Day from growing up were of the cemetery. My grandpa passed away when I was six, and every year after that the whole family (aunts, uncles, cousins) met at his grave on Father’s Day morning. Someone always brought Bill’s Donuts and we drank orange juice and coffee. It never seemed morbid. Once everyone had arrived, we said a prayer. And then we all drove over to my grandma’s and spent the afternoon swimming in her pool, going for walks in the woods, playing whiffle ball, etc. The holiday was more about family than gift-giving, and I think brands have success when they focus their Father’s Day marketing on that aspect.

Tom’s of Maine and Other Brands that Recognize the Value of Goodwill

Toms of Maine and value of goodwill

On Wednesday, MaryKate wrote about the great ways that SuperflyKids.com is involved in the community. They are not the only company that recognizes the value of goodwill. Many corporations are taking social responsibility and giving back in ways that complement their core businesses. Last week, we attended one such event to support one of our most loyal clients. Tom’s of Maine’s crew set up in Madison Square Park on June 5 to benefit Hearts of Gold, a nonprofit that promotes sustainable change for families.

SuperflyKids.com Encourages A Healthy Lifestyle for Families

Retailer Corner

It’s common knowledge that childhood obesity is a daunting problem that American children must overcome. The Center for Disease Control and Prevention estimates that, in the past three decades, childhood obesity has more than doubled in children and quadrupled in adolescents…” Of course, many companies have made some interesting strides in helping children and their parents battle this. Fast food restaurants like McDonald’s and Burger King have added healthier options to their menus. However, this only helps part of the problem because in addition to healthier diets, children need to be more active and more confident when it comes to entering adulthood. SuperflyKids.com, an ecommerce site specializing in custom-made superhero capes for children, merges these two essential characteristics for children and markets towards a healthy lifestyle for families.

BOOK DISCUSSION: Absolute Value and How Information Availability Affects Buying Decisions

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We’re starting a new blog series here at BrandShare. We’ll be reading relevant books on marketing, advertising, etc. and discussing a new book each month. This month’s book is Absolute Value: What Really Influences Customers In the Age of (Nearly) Perfect Information by Itamar Simonson and Emanuel Rosen. In it, they discuss how the vast availability of information has changed the way consumers evaluate products and make purchasing decisions.  They also introduce the “Influence Mix” of the three sources that affect buying decisions.

The Evolution of Retail and How Consumers Access the Market

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Blog topic ideas can come from anywhere, right? This one came from a discussion with my mom a few weeks ago. She had read an article about the cyclical nature of retail – unfortunately, she couldn’t remember where – so we started talking about its relation to my job and the company. That led me to really think about the evolution of retail and how it adapted for the ease and convenience of consumers. If you’ve never thought about the shift in the way consumers access the market, you’re not alone. I found very little on this exact phenomena. But, the beauty of the Internet is that bits and pieces of the information I wanted were out there, or at least enough for a short blog post.

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