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BRAND SPOTLIGHT: GATORADE & GAME ONE

Game One of the NBA Finals never disappoints. Tensions are high, players are focused and fans get fired up more than they have been all season. While the Spurs pulled off the big win, an almost bigger story line was Lebron James’ cramping issues.

With “King James” sidelined, the Twitter universe set their sights on Gatorade, looking to hang Lebron’s hydration issues on the iconic sports drink. Fortunately, Gatorade was ready.

Eventually, Gatorade decided to play nice, apologized and deleted the tweets — but that doesn’t mean they didn’t make an impression. In the end, keeping an open ear pays off. It keeps you in the game and shows your audience that you care — and that’s why some brands live on, and others don’t.

Enjoy the Finals!

 

Written by: Immediate Consumption

 

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First impressions are a pretty big deal, especially when we’re talking about hashtags and URLs. If you aren’t CamelCasing, your brand could be missing its audience.

For the record, CamelCasing is the practice of writing compound words or phrases while capitalizing the first letter of each word without a space.

Here are a few examples:
ImmediateConsumption.com
VillageHarvest.com
OscarMeyer.com

#SochiOlympics
#SuperBowl
#HumpDay

Not only does CamelCasing make your URL or hashtag easier to read, but it helps you avoid confusing messages or unintentional eyesores — especially when you’re working in print. Let’s take a closer look at another URL:

Newscapes.com — Is this a website for a landscaping company, or cape manufacturer for news anchors?

For some, it’s confusing, but it can be solved with a little CamelCasing. NewScapes.com or NewsCapes.com is a simple fix, and it’s an issue might come across when representing your brand.

Needless to say, if you’re not already CamelCasing, it’s about time. In the meantime, happy Hump Day! #HumpDay

 

Written by Immediate Consumption


In 1969, Neil Armstrong landed on the moon. One small step for man, one giant leap for mankind it certainly was. Not only did Neil achieve great milestones in science and engineering, he also cemented the United States as a global leader, and did so when our nation needed it most.

As marketers, we too look for ways to set ourselves apart from the competition. In the same way Neil Armstrong claimed the Moon for the U.S., it’s important we strive to make our marketing efforts ownable.

BOLDY GO WHERE NO BRAND HAS GONE BEFORE
When you’re the first to do something, no one can take that label away from you. Challenge your brand to take chances, venture into new territory and try things that have never been done before.

IT TAKES THE RIGHT STUFF
If there’s something your brand can do that no other brand can do, then you need to do it. Do it loud and do it often, because that’s what sets you apart from those other guys.

FLY YOUR FLAG
The second you figure out what’s working for your brand, you need to put a stake in the ground. Own your brand’s accomplishments and build on them year after year.

Today’s shopper finds themselves in a sea of marketing messages, yet often times those messages fail because they lack ownability and ultimately feel regurgitated and second-hand. Creating a truly ownable marketing campaign might seem unattainable at times, but remember anything is possible—even landing on the moon.

Written by Immediate Consumption


THE PLACES GUYS GO

Let’s play a little Family Feud … here we go!

Name places you expect to see men shopping. We got Convenience Stores, Hardware Stores, Electronics Stores, and …

Garden Centers? Surprising, we know. But it makes sense.

Fact is, traditional shopping roles in terms of gender are blurring. From groceries to gardening, guys are pushing more carts than ever before, and it’s a trend we marketers need to keep close tabs on if we aim to keep our brands fueled for success.

Whether it’s men shopping alone, shopping with their spouse or the whole family, men are finding themselves in shopping occasions and purchasing decisions their fathers weren’t accustomed to.

This shopping behavior bares new opportunity for retailers and brands alike, and should ignite a proactive approach. So who’s doing it right? This spring, it’s Home Depot.

Home Depot marketing to men? Well that’s a no-brainer. But this is different because they’re doing it in their detached Garden Centers. Traditionally, Home Depot Garden Centers pull a lot of foot traffic from women with gardening on their mind. But this spring, the HD Garden Center floor space isn’t all daisies and chrysanthemums.

This year, Home Depot moved their full line of grills from big box aisles to Garden Center showrooms, dedicating a premium section of their footprint to men with appetites for burgers, steaks and chops—not potting soil.

So why the move? Because Home Depot has been paying attention. They noticed more and more men in their Garden Centers and made a decision to do something about it. As marketers, we should take notes.

The key to unlocking our brand’s full potential is right under our noses in our respective target’s shopping behavior. When you’re out running errands, grabbing dinner or getting an oil change, pay attention. You might just find the lead you’ve been looking for.

 

Written by: Immediate Consumption

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The NCAA Tournament is no place for the meek. The big dance calls for bold plays, clutch performances and the ability to survive at all costs. It’s competition at its best, and it will draw millions of eyeballs over the course of a few weeks.

If you don’t understand what this means for marketers, then maybe you’re in the wrong business.

March Madness is tailor-made for marketers, especially for those of us who target male audiences. Here are just a few examples of brands looking to take advantage of the Tourney, and all it has to offer:

Quicken Loans

Along with a little help from Yahoo, Quicken Loans put together the biggest promo of all time—the Billion Dollar Bracket Challenge. Launched to the media months before, this promotion has made the Quicken Loans brand top of mind with its target audience, as well as those on the periphery. Needless to say, it’s done great things to boost brand awareness, and for those who’ve entered, best of luck! Chances of winning are 1: 9,223,372,036,854,775,808.

truTV

If you’ve ever flipped through your hundreds of cable channels, chances are you’ve stumbled on truTV—a channel filled with pseudo-reality based shows like Hardcore Pawn, Lizard Lick Towing and Storage Hunters. It’s the kind of place you’d expect to find a COPS marathon—not college basketball. Fact is, truTV is home to a slew of NCAA Tourney games this year, and it’s a smart play. Pushing March Madness over to a non sports-centric channel introduces relevant programming to a wide range of male viewers.

Barrack Obama

Yep, even our President gets caught up in March Madness. With millions watching the games and filling out brackets, the leader of the free world knows an opportunity when he sees one. So instead of posting his bracket on the fridge in the White House, he shared it with the public on the White House blog. Though some of his picks might be questionable (Harvard over Cincy? Come on!), sharing it with the general public is certainly a play to boost his approval ratings.

The NCAA Tournament is a high energy, high profile event for your brand. It’s a chance to ride the wave and make a meaningful impact, but you can’t miss your window. Months from now, most people won’t remember the teams to make it to the Final Four, or who won the championship game for that matter.

That’s why you need to act while the iron is hot! Don’t forget the power you have with social media. Just because you’re not running a high profile promotion doesn’t mean your brand can’t be a part of March Madness. Just stay on your toes, and on the lookout for an opportunity—it could do wonders for your brand!

 

Written by: Immediate Consumption

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HOW TO #HASHTAG
Much of today’s communication behavior exists through social medium platforms. With much of the communication aimlessly floating throughout the ether, the need to organize the conversation has become more and more relevant, thus the birth of the hashtag.

Today, hashtags are a simple way to pull conversations together. While their popularity has soared, so has the need for best practice. Here a few hashtag tips to help you better navigate the social chatter.

DO’s

TAKE COMMAND OF YOUR HASHTAGS
Hashtags are a great way to organize the conversation. But don’t just sit back and listen, take part and steer the conversation the direction you want it to go.

CREATE SIGNAL, NOT NOISE
Make your tweets and posts count. Don’t hashtag just to hashtag. Define goals and communicate with purpose.

BUILD A COMMUNITY
Find ways to grow your audience through a hashtag. Whether that is through incentive or relevant conversation, dedicating your brand to fueling the conversation can only strengthen brand loyalty and keep you top of mind.

DON’Ts

WASTE HASHTAGS
Hashtagging just to hashtag is a complete waste of your time and threatens the integrity of future hashtags you might use. It’s okay to show humor, but remember your goal is to bring people together around your brand—that’s where your focus should be.

#DON’T #ABUSE #HASHTAGS
A good rule of thumb is your hashtag count should not go beyond one or two per tweet or post. Using more than that makes your message more about the hashtags, and less about what it is you’re really trying to say.

KEEP IT SHORT
Hashtagging entire sentences might be funny or interesting to some, but it doesn’t help bring people together. Fact is, long hashtags are a novelty, and that doesn’t truly help build an audience or spark a conversation.

Written by Immediate Consumption

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HIGHLIGHTS FROM SOCIAL MEDIA WEEK
Earlier this month, Immediate Consumption hopped a flight to NYC to catch the latest trends, insights and discussions on all things social media. From journalism to music, games to cat memes, we sat in on numerous panel discussions regarding the ever-changing climate on how we communicate and consume content.

Here are a just a few takeaways:

PLAN TO FAIL … AND LEARN
Failure was a resounding theme heard from many of the panelists at Social Media Week. Marketers, journalists and content creators all told tales of mistakes made through social media. Despite hiccups, each said they learned valuable lessons from the chances they took. In many cases, their miscues went unseen. In other cases, panelists said they took advantage of opportunities to discuss issues in an open forum with their followers. This provided transparency and added a well-received human element to their brands — and ultimately strengthened relationships.

JOIN THE CONVERSATION
If you haven’t realized it yet, people are talking about your brand. It’s happening daily and across multiple forums and formats. A lot of us want to join those conversations, but it’s not as easy as launching a promotion or posting a picture to Facebook. Where brands are discussed varies from brand to brand and, based on your audience, from format to format. Before you go and launch an all-out social media campaign, take the time to listen, observe and see if your audience is on Facebook, Twitter or some place else like Snapchat, Tinder or a fanblog. Follow your brand ambassadors and join the conversation in a way that’s noninvasive and complementary. Your brand’s fans will appreciate and respect you for it.

FUEL EVANGELISTS
Every brand has a super fan. These are your brand evangelists, and they can be instrumental in helping your brand grow. To engage them, seek them out through social media. Listen to what they’re saying and reward them with attention. Get creative, give them tasks, ask them questions and inspire them to lead the launch of a new product, or to share their insights on what’s working and what’s not. Brand evangelists are an asset for any brand; it’s your job to recognize them and to make sure they have the tools they need to spread love for your brand like butter.

Written by Immediate Consumption