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Wine, Food & Nutrition

Six Food & Beverage Ad Awards from Super Bowl 50 #SB50

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Super Bowl Sunday is second only to Thanksgiving in terms of American food consumption. During the four to five hours of the game alone, the average viewer consumes 2400 calories, which is a full day for many. As we wash down salty snacks and greasy foods with cold beer and soda, we are bombarded with food and beverage ads. Perhaps they should offer some PSA time for gym memberships.

We did a full recap of all ads on Monday’s Buzz Bin, and pointed out the shortcomings of the pharmaceutical industry on Thursday. One thing you probably noticed with all the ads was the proliferation of hashtags. Some brands were rewarding tweets with cash, while others just quickly flashed it at the end of their 30 seconds of fame.

PuggyIn the spirit of awards season, I’m going to offer up my own awards for this year’s food and beverage ads.

Best Beer Ad: Overall, I thought it was a weak category of nominees this year. Budweiser ditched the puppies in favor of Helen Mirren and Clydesdales. The “Bud Light Party” linked into the attention of election season,…

Healthcare

Pharmaceutical Ads Lose the Super Bowl

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It’s perhaps the most anticipated night of the year for marketers. The Super Bowl brings beer, great food and of course, the best ads! Can you tell I’m not much of a football fan? But this year, the health industry crumbled under the pressure. Most best and worst recaps I saw, including our own, made mention of the major misstep pharmaceutical companies made when they put their $5 million dollars behind ads like this one from Xifaxan or this one from Jublia. Or, perhaps the worst offender of all, this one about opioid induced constipation. Other recaps just didn’t mention them, which is almost worse. When next to big winners of the night like Doritos and Mountain Dew, they just didn’t compare. Advil was really the only health-related ad that got anywhere close to success, but even it failed to meet the standards of the Super Bowl.

So, where exactly did they go wrong? I believe they made three major mistakes:

1. They didn’t consider their audience.super bowl food

Put yourself in the mind of a Super Bowl watcher for a moment. You’re likely…

Digital Marketing

Is the #hashtag dead for marketers?

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No. The hashtag has been a befuddling nuance of social media to marketers since the advent of Twitter. What is it? What do we do with it? When do we use it? How can we “own” it? These are but a few of the ever-evolving questions we’ve posed for years. Ironically, consumers – the folks we’re so desperately trying to reach – have always gotten it: The consumer continues to shape the hashtag’s purpose.

I remember back in 2006 when I was first trying to explain to a client what a hashtag was, while still trying to figure it out myself. “It’s a way to categorize conversations,” I said weakly.
But it was more than that. It’s a way to understand the root of a conversation and get into the consumer’s head about a topic – is it funny or relevant? All of this can be revealed by diving into hashtags.

But many brands fail to recognize the usefulness of hashtags. They therefore want a reason to write them off: “They don’t work anymore.” “They don’t have a long-enough shelf life.” These are all things I’ve heard around the industry for…

Higher Education

What Works: Improving (Community College) Student Outcomes

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Photo Credit: Jake Rust

Even a very smart student may have a fragile support system.
With these words, Lynn Tincher-Ladner addresses a significant challenge faced by our nation’s 12.5 million community college students. President and CEO of Phi Theta Kappa, a large honors and scholarship program for high-achieving community college students, she sees the reality of inadequate student support systems every day. But this truth applies to many of our nation’s two-year and four-year college students – and will continue to resonate in the coming years.

Inside Higher Ed  recently featured studies on Phi Theta Kappa and the Dell Scholars program, highlighting the impressive community college student outcomes achieved with academic and financial support from these external groups. 85 percent of Phi Theta Kappa students earned either an associate or bachelor’s degree within six years. Dell Scholars were 25 percent more likely than other students to earn a bachelor’s on time – and also 25 percent more likely to earn one within six years. In comparison, 2015 data from the National Student Clearinghouse Research Center shows that only 38 percent of students who first enrolled at…

Digital Marketing

10 Quick Tips for Marketing Your Business on Instagram

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Easily the most visual of popular social media platforms today, Instagram is a great tool for showcasing a human and relatable side of your business to your target audience. But, like all social media, it’s not the field of dreams – just building it doesn’t ensure a following. And to top it off, having a following doesn’t guarantee engagement. So how do you increase your brand’s visibility, reach your target audience and ultimately move consumers down the purchase funnel? Well, a good start is to follow these 10 quick tips:

1. Have a clear point of view: You can’t just jump on Instagram and start posting pictures. Your company has to have a clear point of view on what it stands for, what it is trying to do for consumers and how to convey those messages. Take a step back and get those goals on “paper” before you begin.Blueberries

2. Know your narrative: For example, let’s say your company sells floor cleaner. You cannot go on Instagram and talk about floor cleaner 365 days a year. Well, you could, but it wouldn’t get you far. What is the lifestyle you are trying to convey?…