Be in the Know
- Apple TV+ held an experiential “tailgate” for their show Ted Lasso at Banc of California Stadium in Los Angelos with additional events August 7 and 8
- Snickers helps Fleets by Twitter goes out with a bang with a cheeky “grab some nuts” message
- Just pay us in cheesecake: The Cheesecake Factory is revamping their website and developing a loyalty program
- Non-alcoholic beverage brands like Starla Wines are beautiful cases of branding and design for additional product appeal
Brand Building by LinkedIn (the Pocket Guide)
According to LinkedIn, most brands aren’t playing the long game. It’s up to marketers to find that balance of brand and demand to sell B2B services and products. Luckily, LinkedIn made a pocket guide to help you do just that.
In an ideal world, you want to be putting 60% of your budget into brand marketing. But that’s a big chunk of change we’re talking about here. How do you do it strategically? Leverage these two concepts:
- The Availability Heuristic: How can your brand be at the forefront of someone’s mind when they are ready to buy eventually? You have to be the brand that is the most available.
- The Affect Heuristic: Basically, if someone likes a brand, their views of that brand’s solutions and benefits will be positively impacted.
The guide gives several steps to building your brand with the basic building blocks being:
- Connect with emotion: Balance the usage of rational and emotional ads to strategically build growth over time.
- Broaden your reach: Reach is the biggest predictor of growth in B2B.
- Plan long term: Through brand marketing, you’re building memorable links between your brand and relevant buying situations.
- Grow your share of voice: The success of your content marketing also hinges on reaching a broader audience to grow your share of voice.
Check out LinkedIn’s full guide for stats and strategies on building your brand with long-term messages.
Q for You
Scrivener
Long pieces of writing can be tasking to edit and we’ve all heard of “the ugly first draft.” If you’re creating eBooks and really long-form content, you should try out Scrivener. You can turn your segments into different drag and drop sections, but still keep the flow of the document. That way, you can continue to add, edit, rearrange, and review in an organized way. Once you’re done, you can export it as a Word doc, PDF, Final Draft, or plain text with the option to share with different formatting.
Scalemail List Scaling
Grow your email list organically. Scalemail is the solution to making it easy peasy for your subscribers to refer your stuff to others. It’s like having a built-in audience of influencers.
We work directly with you to mix Scalemail into your workflow. It easily integrates into existing email and site platforms.
Let us show you how to do the thang!
Watch
A gift horse for your mouth
That’s how that expression goes, right?
We’re told not to play with our food…but that’s lame. The idea behind this ad is that Lunchables were “built to be eaten” and you can build some fun things along the way. This cute Lunchables ad features a Trojan horse made of pretzels and cheese that kindly infiltrates a “well-guarded” castle. It’s like history meets Monty Python meets adorable. We also love the mix of adults in the army rushing to eat the gift horse. We all still crack open a Lunchables every now and again.
“You can’t expect to just write and have visitors come to you – that’s too passive.”
Anita Campbell
