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SC Johnson launches its most comprehensive corporate-branding campaign ever

@SCJohnson is launching a $20MM to $30MM corporate-branding campaign that will be its most comprehensive ever. The goal of the “Making life better for the next generation in ways only a family company can” campaign is to establish that SCJ is a family-owned company without all of the problems associated with most its publicly-held competitors.  SCJ says they are able to nurture a culture of caring and doing the right thing in the long term, because they do not need to worry about next quarter’s earnings or what @WSJ analysts say. Research including that of @Edelman_Trust found that consumers trust family companies more. - Link

 

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Consumers are already planning for Black Friday

Consumers are already thinking about Black Friday. The majority of US Internet Users plan to begin researching products for Black Friday between Nov. 16 - Thanksgiving (44%), 29% between Nov. 1-15, 18% in Oct., and 9% in Sep. 43% said the category they are most interested in receiving promotions for is electronics, apparel second (26%), toys and video games third (17%). @REI, the outdoor recreation gear retailer, started trending (#OptOutside) with its decision to close on Black Friday while still paying its employees. Many want to see if REI will win more value through this creative branding move than it would have by staying open on Black Friday. -  Link

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Get your message to Millennials

For many advertisers, millennials are viewed as “difficult targets.” According to the @dailymuse, these young adults “don’t follow the rules of marketing.” @Chobani says one way brands are succeeding with millennials is by creating beautiful real-world experiences for them to enjoy (and share via social outlets). Most babies in the US are now born to millennials, marketers (who are accustomed to focusing on the mother) must look at how household chores and activities are divided among the younger generation. Most importantly, @Curalate says authenticity is key - “Be careful with millennial-speak.”  - Link

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Increasing amount of Amazon Prime members sign up for free 2-day shipping

@Amazon Prime members are increasingly signing up for the free two-day shipping (74% in 2013, 78% in 2015). Once an online book retailer, Amazon has become a digital media ecosystem with its Prime program offering free streaming of select TV shows, movies, and free cloud storage for photos. While the Prime program encourages members to adopt Amazon as their platform of choice for digital content, less than 10% of Prime members signed up because of such. - Link

 

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Facebook is a better medium to reach millennials and Hispanics than TV

@Nielsen found that @facebook is a better medium to reach millennials and Hispanics than TV. More specifically, Nielsen found that Facebook reaches more of these fast growing demographics (14.2% millennials, 17.5% Hispanics) than running ads on the ten most watched TV networks combined (12.2% millennials, 16.3% Hispanics)- using both mediums reaches 69.3% millennials and 61.2% Hispanics. These groups are especially appealing to CPG companies, because they are the most likely to include families with children (who buy more CPG products). FB says that the best way to reach these demos is via the device that’s always with them - the smartphone. In just the first half of 2015, the FB-only audience accounted for $2.6B of millennial CPG spending and $3.9B of Hispanic CPG spending.

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Direct Response is easier for marketers to measure than branding efforts

While direct response marketers have metrics like cost per lead and conversion rate to see campaign effectiveness, brand marketers have less concrete metrics (e.g. awareness reach and video views) leaving marketers unsure about the effectiveness of their branding efforts. @VisualIQ found that 80% of marketers said that it’s more challenging to measure the impact of branding efforts than direct response. However, crucial prerequisites of a consumer’s buying decision are brand recognition and affinity. - Link

 

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5 tips for Brands to Break Through the Noise

Here are 5 suggestions for brands that want to break through the noise from @Progressive.

 

  • “Don’t Follow the Latest Trends”

Forge your own paths and be leaders - don’t blend in

Progressive was able to use nostalgia or “memory-lane marketing” to differentiate itself from other insurance companies and inject itself into Internet culture

  • “Do things people don’t expect of you”

  • “Run your operation like a Hollywood studio”

Progressive has built a host of supporting characters around Flo and has built storylines around these characters for over 8 years

“Fresh content wins”

  • Don’t rely on demographic data”

Demographic data can be misleading at times - it is the ‘so what?’ that matters more

Led to Progressive’s newest character- Baby Man

  • “Disruption is not dead”

Disruption is not outdated

“If you don’t disrupt, you’re wasting money”

 

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AB InBev announces tentative $106B deal to merge with SABMiller

@ABInBevNews and @SABMiller have announced a tentative deal worth $106B that would be the third-largest merger in history. If merged, the world’s two largest brewers would earn around half of the industry’s profits and sell every 1 in 3 pints internationally. However, executing this merger will be very challenging. In order to win regulators’ approval, AB InBev would possibly have to sell SABMiller’s stake in @MillerCoors and China’s biggest brewer CR Snow. - Link

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CPG companies tailor digital marketing efforts to drive in-store sales

CPG companies and retailers primarily tailor their digital marketing efforts to drive in-store sales (research by @altimetergroup and @cofactordigital). More specifically, 60% had their digital advertising and marketing messages designed to deliver local outcomes, including in-store purchases; 59% said a key indicator of their digital marketing success is in-store sales. G/O Digital found that this holiday season 70%+ of US digital shoppers will “often or always” research products only before visiting a store. However, if specifically looking for research promotions 68% will use search engines before any other digital channel. - Link

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Campbell is one of the first CPG brands on Amazon’s Echo

@CampbellSoupCo partnered with @amazon to have Alexa, the name for @amazonecho’s voice service, suggest recipes to users based on preferences, the weather, and what’s trending on its website. Campbell is one of the first CPG brands on Echo with its Campbell’s Kitchen app. This comes as kitchen devices are expected to become more and more connected to the web and mobile devices. Amazon said that many brands are working with them to build apps (or “skills” as Amazon calls them) for Alexa. - Link

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Facebook’s New “Reactions” can be a more accurate way to measure sentiment


@facebook unveiled “Reactions”, its set of emojis that convey feelings such as anger, sadness, and love. However, the buttons, an extension of its like button, will be tested in Ireland and Spain before rolling out globally. Emojis were used because Facebook felt they “convey the spirit or the meaning of the reactions at a glance and facial expressions are universal.” Facebook also said, ““Reactions gives businesses a really crisp way of understanding on a multi-dimensional level how people are feeling about the things that they’re posting.” Thus, “Reactions” can be a more accurate way to measure sentiment for businesses. - Link

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Marketers are leveraging personalized/customized packaging to reach more consumers

Marketers are trying to leverage personalized/customized packaging to reach more consumers by appealing to a deeper connection. @budlight and @SiegelGale say that millennials and younger generations especially embrace individuality and enjoy such experiences that make it seem like the brand is more about them than the brand. For example, Coke’s “Share a Coke” campaign yielded a 2.5%+ in sales  (after a decade-long decline) and 1.14B impressions across social media. Brands following suit include @MarsGlobal’s Snickers (logo is 21 diff. hungry symptoms), Bud Light (NFL team-themed cans), and AnheuserBusch’s @coronaextrausa (limited edition bottles featuring boxers). - Link

 

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Ad blocking threatens the online ad industry (~$60B)

Ad blocking has become a problem that threatens the online ad industry (~$60B). @globalwebindex found that 34% of US internet users ages 16 to 24 and 31% of those ages 25 to 35-years-old block ads - this is significantly less common among older internet users. @risj_oxford discovered that 41% of US internet users use ad blockers on their desktop or laptop PCs. However, millennials do not reject all ads as irrelevant. @fractlagency reported that the majority of millennial internet users polled rated free content, discounts, free trial offers by mail, and appearing high in search results as the most effective ways to reach them.  - Link

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Social network ad spending is accelerating faster than expected

A new forecast from @eMarketer found that social network ad spending (worldwide) is accelerating faster than expected. While eMarketer forecasts global social network ad spending to reach $25.14B in 2015, major players are growing at different paces. @facebook’s ad revenue is the biggest driver behind the growth in social network ad spending and is expected to account for 64.8% of total social network ad spending worldwide this year. 5% of FB’s mobile ad revenue worldwide ($600MM) is driven by @instagram, which will continue to drive a good portion of FB’s ad revenues. While @twitter is expected to account for 8.1% of total worldwide social network ad spending and has improved ad targeting capabilities, its slowing user growth is affecting its ad business. - Link

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Mobile native video ads improve a variety of metrics

Research suggests that viewing mobile native video ads (ads created specifically for a mobile feed environment) improves a variety of metrics (e.g. recall and purchase intent). A study by @OMediaworks & @comScore found that mobile native video ad viewers were 5 percentage points more likely to want to buy the product. Additionally, the ads resulted in a 7-point increase in likelihood to recommend, 6-point increase in mobile ad recall, and 4-point increase in favorability. @eMarketer expects current US spending on mobile video ads (predicted to be $2.78B this year) to double by 2019. - Link

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TV ads & emails from brand have the most influence over types of gifts bought

    While over a third of consumers start Christmas shopping at least 9 months before the actual holiday, the majority start come autumn. Epsilon, a global marketing company, said that marketers need to think holistically, follow external spending patterns, maximize efforts throughout the year and redirect their dollars to people who are still shopping. Its research found that most respondents have a total  budget for gifts between $501 to $1,000 (25%) or between $401 to $500 (18%). TV ads and emails sent directly from a brand have the most influence over the types of gifts respondents said they will buy. - Link

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General Mills will release gluten-free Cheerios this Fall

General Mills will release gluten-free cheerios this fall; it plans to air the touching background story that inspired the gluten-free move in an ad that will first air on TV during the Emmy Awards. ~1% of the U.S. population is celiac, and ~30% of the population is avoiding gluten. Going gluten-free worked “wonders” for Cheerios' sister-brand Chex, and General Mills hopes it will help the company booster sales (sales to U.S. retailers fell 1% in Fiscal 2015- Cereal had a net sales decrease of 3%). - Link

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Brand Loyal Gen Xers are in their high-earning, high-spending, hectic phase of life

Despite being less numerous than millennials or baby boomers, Gen X is still a large market (65 million). Being between the ages of 35 to 50, members of Gen X are in their high-earning, high-spending phase of life - unlike millennials. Many Gen Xers are in a hectic phase of life due to career and child-rearing, consequently they are more inclined to spend money for convenience. @CrowdTwist found that of Gen X internet users polled in North America, 14.7% are extremely loyal to their favorite brands, 34.7% quite and 34.2% moderately. - Link

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Petco is exploring the possibility of being acquired by PetSmart

@Petco is exploring the possibility of being acquired by @PetSmart. If the two companies merged, the resulting company would account for more than half of the U.S. pet supply industry’s revenues. Last year PetSmart ruled out the possibility of merging, because it didn’t believe the deal would receive antitrust clearance and didn’t want to give its biggest competitor access to confidential information. Last month, Petco’s private equity owners registered the company for an IPO that could value it at between $5B and $6B, including debt. Petco had ~$4B in sales in the 12 months to Jan. 21, while PetSmart had net sales of $7.1B in the 12 months to Feb. 1. - Link

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Anheuser-Busch (World’s Largest Brewer) plans to acquire SAB Miller (Second Largest Brewer)

While there has been no proposal yet, the world’s largest brewer (in terms of sales) @AnheuserBusch ($BUD)  plans to acquire @SABMiller (world’s second largest brewer). According to @Reuters, AB InBev and SAB Miller would have a combined market value of ~$270B. Neither company has commented on valuation, but if AB InBev was to match SAB Miller’s currently traded share price of £36 + its net debt, the deal value would be ~$100B. A deal would lead to greater reach into fast-growing emerging markets. However, the companies face regulatory hurdles; SAB’s stake in @MillerCoors and its 49% stake in China’s CR Snow would likely to have go (Bernstein analysts). - Link

 

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