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Marketing & Pokémon GO

Love for Pokémon GO is everywhere… marketers and brick and mortar businesses are in love too. How can your brand reach out to gamers and invite them into your businesses?

 

1. Determine PokéStops or Gyms near your business

PokéStops are places, businesses, and landmarks where players can get free game-play items by swiping an icon in the app. Pokémon Gyms are places where players can battle each other with their virtual monsters. To help determine if your business is a PokéStop or Gym, you can use an online map of portals created over the last three years for a game called Ingress, which maps virtually 1:1 with Pokémon GO‘s PokéStops and Gyms. Sign up for an Ingress account and check out the searchable world map here. Almost every portal is also a PokéStop or a Gym in Pokémon GO.

 

2. Drop a lure

If your business is a PokéStop or near one, start brainstorming what you can do to attract Pokémon fans. One way to do this is to drop a lure. Lures increase the rate of Pokémon generation in the area around the PokéStop where they’re placed for 30 minutes. Try dropping lures at different times throughout the day to find the most effective time for your business to utilize this feature.

 

3. Post on social media

If you discover that Pokémon and PokéStops are at or near your business location, photograph them and post on social media to drive visits.

  

4. Advertise discounts or freebies

Offer free water, free smartphone charging or special discounts to players. Post a small sign or window cling that welcomes players into your store and advertises your offer. For exclusive offers encourage players to dress in the color of their team to receive a special discount.

 

5. Be neighborly

Connect with surrounding businesses to create a multi-stop event to draw an even bigger crowd. For example, the Arena District and Park Street businesses have joined forces for a Pokémon Pub Crawl this Saturday, July 16.

 

 For additional ways to use this location-based augmented reality mobile game, check out these quick and helpful articles from Inc and Forbes:

Inc: Pokémon GO Is Driving Insane Amounts of Sales at Small, Local Businesses. Here’s How It Works

Forbes: How Pokémon GO Can Lure More Customers To Your Local Business

 

 

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Peebles Coffee Break

At Peebles Creative Group, we realize how important it is to stay up to date on the latest industry news. We also realize that for many marketing professionals, the reality is often that the everyday demands of business take priority, leaving your marketing eNews subscriptions sitting in an unread pile in your inbox.

 

As the long Independence Day weekend looms over the end of the work week, making productivity seem increasingly impossible, we encourage you to grab a cup of coffee and take a moment to recharge and get up to speed. We have done the legwork for you, scouring the latest trending stories in the marketing world, so sit down, caffeine up, and take in one or all of these trending industry articles.

 

 

 

Facebook’s News Feed Algorithm To Change Again

Facebook received a lot of attention in 2009 when it introduced its News Feed algorithm in place of populating stories in chronological order. It has made a number of small tweaks to the algorithm since then, but the latest tweak may have some significant implications for media entities.

 

Facebook to Change News Feed
Will Increase Focus on Friends and Family
Article from Mike Isaac and Sydney Ember of The New York Times

 

 

 

LinkedIn’s New Ad Product Provides New Opportunities for B2B Marketing

The “social” in social media has always lent itself better to B2C products and has always presented challenges for B2B industries. LinkedIn’s new advertising product may provide interesting opportunities to help B2B industries reach this social market more effectively.

 

LinkedIn Starts Selling Ads Programmatically as Its Display Business Dwindles
Desktop Display Ads Now Offered on Both Private and Open Exchanges
Article from George Slefo of AdvertisingAge

 

 

 

Learning Email Marketing Successes/Pitfalls from Presidential Campaigns

Even the most well-funded campaigns can falter when it comes to email marketing strategy. Likewise, campaigns with very little marketing dollars can flourish. Here are some good non-partisan lessons in email marketing.

 

Trump’s First Fundraising Email Had a 60% Spam Rate
Email Tracking Firm Says Rookie Mistakes May Have Resulted in High Rejection, Low Open Rates
Article from Kate Kaye of AdvertisingAge

 

 

 

25 of the Best Campaign Contenders from the 2016 Cannes Lions

If you’re looking for some lighter reading/viewing with your coffee, take a look at some of the best ad campaigns of the year. Even though the winners were announced at this past weekend’s event, this collection of campaigns provide insight into what is considered some of today’s most effective marketing campaigns from around the world.

 

25 Campaigns That Will Win Lions in Cannes
All of the 2016 pre-festival favorites
Article from AdWeek

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Hot Hot Hot Design

After a relatively “mild” yet long Ohio winter, and an unusually cool and rainy Spring, it’s starting to feel like SUMMER IS ACTUALLY HAPPENING!! We know that we aren’t alone when we say that we cannot wait for the barbecuing, al fresco dining, vacationing, outdoor adventuring and Vitamin D overloading that is to come!

 

Our team is also excited to share just a few of the projects that we have had the pleasure of working on these past
few months, as they make their summer debut.

 

 

OH PosterOhio Chautauqua Summer Tour presented by Ohio Humanities

June 7 – 11 (Brimfield, OH)    June 14 – 18 (Hamilton, OH)

June 21 – 25 (Gallipolis, OH) June 28 – July 2 (Rossford, OH)
History puts on a show in this free, five-day event that combines living history performances, live music, education, and audience participation in this one-of-a-kind event the entire family can enjoy.

 

 

Inspired by the iconic red-and-white striped tent that travels with the tour, we used a warm vintage feel to create a design that highlights each of the historical figures being featured in the latest tour. Peebles Creative Group worked with Ohio Humanities to refresh this event’s branding, designing posters, rack cards and banners for each of the 2016 tour’s four stops.

 

 

 

 

 

 



GameMaster PosterGame Masters: The Exhibition
at COSI

Open June 11 – September 5 (Labor Day)

Take a trip to COSI this summer and journey through five decades of video game creation to learn how your favorite arcade, console, handheld and mobile games transformed from ideas to reality. Featuring rare concept art, revealing interviews with the world’s most influential video game designers, and 100+ playable games, Game Masters is the ultimate fan experience.

 

 

 

Our team worked closely with COSI to create a strategic marketing plan to drive visitation from throughout the state. We then let Sonic, Mario and Zelda take the visual lead while working in some pixelated elements to pay homage to the original 8-bit games of the 70’s and 80’s (and Minecraft!) creating a light, but active and fun design for this exhibition.

 

 

 

 

 

 

 

 

 



JV HOP2Open House Hop
at Jerome Village

June 12, July 10 and August 14

 

 

Discover the home of your dreams at one of Jerome Village’s Open House Hops! Jerome Village is introducing a summer series of Open House tours featuring 11 spectacular homes found throughout their community. Take a tour of the houses, community center and try out delicious food and drinks from the local Pasquale’s Pizza and Pub!

 

 

Utilizing Jerome Village’s current brand to create designs for digital and print advertising, and event signage, we were able to showcase this community, the event, and the participating builders.

 

 

Whether you’re looking for an educational summer event for the kids, an AC-included activity, or a place to don your coolest shades for a day outdoors, we hope you consider stopping by one of these great summer events!

 

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Snapchat 102: How can my brand use this wacky app?

Because this app is both wildly popular yet still wildly unfamiliar to so many, we have broken this post into a two-part series; Snapchat 101: What is this wacky app? and Snapchat 102: How can my brand use this wacky app? If you haven’t already read last Thursday’s part one of the series, check it out here.

 

Why Snapchat?
According to Snapchat, it boasts 100 million daily active users.

To provide some perspective, the monthly active users on Instagram total 400 million and Twitter comes in at 320 million, monthly. There is a lot of buying power behind these users considering a whopping 70% of Snapchatters are women, and 60% of US 13 to 34-year old smartphone users are Snapchatting.

 

While almost everyone has heard of Snapchat, many marketing professionals fall outside of their core 13 to 25-year-old user range, making it one of the most intimidating social media platforms for brands. Snapchat can be a powerful force in the marketing world, but it is very different from most other social media platforms and it requires a lot of creativity. We are here to help!

 

 

Snapchat 102: How can my brand use this wacky app?

During the Super Bowl, Gatorade created a custom Snapchat filter that allowed users to have under-eye paint applied over their selfie while a virtual cooler of, you guessed it, Gatorade was poured over top of them. You can check out Serena Williams utilizing this feature in this clip she posted to Instagram. Gatorade wound up driving 160 million impressions with this filter – that is 48 million more than the 112 million who tuned in to watch the actual game! Gatorade also reported spending anywhere between $500,000 and $750,000 for this filter.

 

Don’t have that kind of cash? Here are some easy, creative, budget-friendly ways for your brand to tap into this platform.

 

1. Create a Snapchat Account

dougieWhile this may seem like a no-brainer, you don’t have to have a Snapchat account to utilize the tool for your brand. For example, while Gatorade may have created a wildly successful (and pricey) filter, they still have yet to join Snapchat. However, having an account is a free way to engage this audience.

 

Use your current social media following on Instagram and Facebook to let them know you have joined the Snapchat world! But remember, getting people to follow you isn’t quite that easy – to get followers, they need to know your specific Snapchat name, and to keep them there, you have to have Snap-worthy content. Which brings us to our next point…

 

2. Find Snap-worthy Content

Snapchat is not the place for strategically photographed, retouched and fussed-over content – it’s a place to play up your brand’s personality! This platform is all about real-time happenings, so provide a glimpse of your behind-the-scenes action. Have multiple people in your business take over the company’s Snapchat for a day. Or, take a page from one of these brand’s Snapchat success stories:

 

Taco Bell

Taco Bell informed all of their Twitter followers that anyone who added them to their Snapchat account would receive a personal Snap from the taco chain revealing a secret announcement. The following day, Taco Bell directly sent each follower a photo of a new burrito product with the official, never before released, launch date.

 

Wet Seal

Don’t know what makes teenagers tick? Get in line! Or do what Wet Seal did and don’t try – give control to an expert. Wet Seal let a 16-year-old blogger take over its Snapchat account to for two days, resulting in 9,000 new followers and 6,000 views of their Story feed.

 

Acura

Similar to Taco Bell, Acura took a more exclusive approach to the secret announcement technique. They offered the first 100 followers on Snapchat a chance to see the new NSX prototype, sending each individual a short video of the product.

 

SnapChatFilter23. Design a Geofilter

The cost of Gatorade’s nationwide primetime filter may be out of reach for most brands, but brands can get into the filter business by creating one for as little as $5. Costs range based on the size of the tagged area (20 thousand to 5 million square feet) and the length of time the filter is available.

 

It works like this – when a Snapchatter enters your predetermined geotagged area, the filter you created appears as a filter option in their app. A Geofilter with a fun illustration, or representation of your brand is a great way to get users to organically share your company or product.

 

Brands in the tourism industry can create a filter that appears when a Snapchatter enters their district, town or city. Retail brands can design a fun filter that appears when a Snapchatter walks into, or near their store. Having your brand overlaid on countless selfies is a great way to use Snapchat.

 

Here is an example of a Peebles Creative Group Geofilter featuring some of our PCG rock stars!

 

4. Get Creative

Even Snapchat is trying to figure out Snapchat. Features appear one day and are gone the next as Snapchat continues to evolve. By finding new ways to take advantage of the latest Snapchat craze, you can make your brand shine with this highly sought-after audience.

 

Netflix did a great job utilizing the incredibly popular face swap Snapchat filter. They took advantage of this latest craze and placed posters in various French cities inviting pedestrians to take a selfie with the poster and face swap with a popular series character. I mean, who isn’t curious to see what it’s like to swap faces with “House of Card’s,” Frank Underwood? For nothing more than a nominal printing cost and a lot of creativity, Netflix capitalized on the latest Snapchat trend without breaking the bank.

 

Still not sure how or if your brand fits into this platform? Let us help! From designing Geofilters to helping you create a custom social media plan, Peebles Creative Group is here to get you into this wacky app, in a Snap!

 

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Sources:

http://www.businessinsider.com

http://www.mobilemarketer.com

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Snapchat 101 – What is this wacky app?

Because this app is both wildly popular and yet still so wildly unfamiliar to many, we have broken this post into a two-part Snapchat series; Snapchat 101: What is this wacky app? and Snapchat 102: How can my brand use this wacky app? Stay tuned next Thursday for part two!

 

What is this wacky app?

Whether or not you have Snapchat on your phone, there is no denying its presence in the social world. According to Snapchat, it boasts 100 million daily active users.

 

To provide some perspective, the monthly active users on Instagram total 400 million and Twitter comes in at about 320 million, monthly. There is a lot of buying power behind these users considering a whopping 70% of Snapchat users are women, and 60% of U.S. 13 to 34-year old smartphone users are Snapchatters.

 

While almost everyone has heard of Snapchat, many marketing professionals fall outside of their core 13 to 25-year-old user range, making it one of the most intimidating social media platforms for brands. Snapchat can be a powerful force in the marketing world, but it requires a basic understanding of the app and lot of creativity. We are here to help with both!

 

Snapchat 101

Unlike Instagram or Facebook, Snapchat makes it difficult to upload an existing photo from your phone to the app, making it a true “real-time” platform. Most photos and all videos are taken directly in-app, in the moment. Filters can be applied to the Snap, and a specific audience is selected for immediate receipt.

 

Take a selfie with the caption “sup”, a 10 second video of your dog zooming around the couch, Snap your gourmet dinner, swap faces with your dad and send the goofy shot to all your friends, or post it to your Story.

 

The content isn’t typically newsworthy in and of itself, but unlike any other social platform, it is the closest you can get to seeing exactly what your friends are seeing at the moment they are seeing it, without being right there with them.

 

 

The Snapchat Glossary

Snapchat has many unique terms and features, but here are some of the basics to help with the always intimidating, “fear of the unknown:”

 

  • Snap = Photo or Video.
  • Photo Snaps can be viewed anywhere from 1-10 seconds, as determined by the sender.
  • Video Snaps can be up to 10 seconds in length.
  • Captions can be overlaid on the Snap, up to about 80 characters. You can also draw on your Snap.
  • Snapchat recently added the wildly popular filter feature to its app. You can overlay an animated cartoon of a dog’s face onto yours that licks the screen when you stick out your tongue. You can stand next to your friend and the filter will detect both of your faces and swap them onto the other’s body. Filters are constantly being updated and provide endless ways to waste away hours of your day with an infinite number of giggle-inducing possibilities.
  • Users can send Snaps directly to specific friends, without posting to their public feed. These direct Snaps disappear after being viewed.
  • You can take a screenshot of a snap, but be careful, it notifies the sender that you have taken a screenshot. You can also replay Snaps one more time, but only right after they are first viewed.
  • There is a feature that lets you see whether or not your friend has opened your Snap yet.
  • Snapchat also has a chat component. Send texts back and forth with your friends, but these, too, disappear after closing the window.
  • Snapchat does have a public feed for its users, it’s called a Story. Stories contain a series of snaps for each user in chronological order, with each Snap remaining on the user’s Story for 24 hours, to be viewed by anyone who follows them, on an unlimited basis, within those 24 hours.
  • Unlike most other social media platforms, there is no “like” feature, but users can see who has viewed the Snaps posted in their Story.

 

 

Here is a sample of some riveting Snaps from my Snapchat Story this morning while writing this post – now all my friends can see what a sweet morning I’ve had, like they were sitting in the office with me!

 

Libby-Snapchat2

 

A sneak peek at Snapchat 102: How can my brand use this wacky app?

 

During the Super Bowl, Gatorade created a custom Snapchat filter that allowed users to have under-eye paint applied over their selfie while a virtual cooler of, you guessed it, Gatorade was poured over their head. You can check out Serena Williams utilizing the filter in this clip she posted to Instagram as part of the promotion. Gatorade wound up garnering 160 million impressions with this filter – that is 48 million more than the 112 million who tuned in to watch the actual Super Bowl! Gatorade is also reported to have spent anywhere between $500,000 and $750,000 for this custom, nationwide filter.

 

Don’t have that kind of cash? Here are some easy, creative, budget-friendly ways for your brand to tap into this platform.

 

(Tune in next Thursday for the second part of our Snapchat series, Snapchat 102: How can my brand use this wacky app?)

 

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Sources:

https://www.snapchat.com/ads

http://www.adweek.com

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Instagram and the Dreaded A-Word

On March 15, Instagram sent filter fanatics everywhere into a frenzy when they uttered the dreaded A-word…. algorithm. Taking a page from the Facebook playbook of 2009, Instagram announced that it would stop sorting its posts chronologically by date in favor of prioritizing posts by a user’s interests, relationship with the poster, and timeliness of posts.

 

Instagram claims that the average user only sees approximately 30% of their feed, leaving 70% of what might be interesting posts unseen. Their goal with the change is to create a more personalized experience for the user and “cut the clutter.”

 

In addition to sending their users into a panic about letting Instagram decide what an individual’s interests are, brands are scrambling to determine if they are the “clutter” that will be cut. Creating an organic following on Instagram is a challenging task for brands – sustaining and building upon that following to remain in the top 30% of their follower’s feeds will take strategy.

 

Since the announcement, Instagram has been mum on a specific launch date (My feed actually just changed TODAY!) for the new algorithm, simply stating that they have only rolled it out to a single-digit percent of core users for testing and that it will “eventually” roll out gradually to a broader audience.

 

Here are four things that Peebles Creative Group recommends our clients do to maximize their impact with Instagram in light of the change:

 

Advertise

This is the one sure way to get around the algorithm. While the algorithm will impact a brand’s organic posts, it will not impact the placement of paid advertising. Instagram opened its advertising platform to all businesses last August to staggering success. For as little as two cents per view, we often recommend Instagram to our clients looking for a cost effective way to get in front of a Millennial audience. A lot can be communicated in the brief moment a post occupies a user’s entire screen. The key here is to remember that an Instagram ad appears as a post, so if you want engagement, you need to be mindful of this platform. Which brings me to our next point…

 

Don’t Tailor, Create

Remember that Instagram is not Facebook, nor is it Twitter. Users scroll through posts at a high speed, only occasionally stopping to read copy in a caption. So that post you created for Facebook or Twitter? It likely isn’t a good fit for your Instagram feed. We encourage clients to consider Instagram as a wordless platform. While you may be able to add text or a call to action to a caption in Instagram, the caption content is secondary to the photo or video communication. Visuals should be created specifically with Instagram in mind, not as a cut-and-paste of a social blast across platforms.

 

Have A GOAL in Mind

With the changes being made, brands will have less opportunity to be all things to all users. Whether it is organic or paid, having a goal driven post strategy is critical. Whether it is highlighting a product, increasing brand awareness, or adding a human element to the brand, every piece of content you publish should speak to a specific goal. Posting on occasion, a variety of content, with no goal in mind to check off the “social media” section of your marketing plan is exactly the kind of behavior that will get mild interaction and will likely push your post to the bottom of the feed.

 

Don’t Be the Clutter

At the end of the day, the algorithm is being put in place to cut the clutter from a feed and elevate the posts that get the most interaction. Simply put, our word of advice to our clients is to not be that clutter. You have but a moment to grab the attention of your audience – make it count! Use animation, create a cinemagraph, make videos impactful and interesting without the sound, use photography that requires a double-take.

 

Here are some accounts with a variety of products in a variety of industries that we think are #killinit

Adobe: @adobe

Edutopia: @edutopia

GoPro: @gopro

Mail Chimp: @mailchimp

NPR: @npr

Quest Nutrition: @questnutrition

Taco Bell: @tacobell

US National Parks: @nationalparksus

 

With the right strategy, Instagram can still be a powerful tool for brands. While it punishes the mundane by pushing these posts lower, the algorithm will reward creativity with increased visibility. Want to know how you can create a custom strategy to increase your visibility on Instagram? We happen to have an entire team of creative people right here to help!