Dr. Barrett L Matthews’ Post

Exciting Collaboration or Marketing Misfire? 🔥 What's your take on the recent Snoop Dogg/Solo Stove partnership? ADWEEK's latest article sheds light on the unconventional collaboration that led to the Solo Stove CEO stepping down. It's a fascinating case study that highlights the delicate balance between driving brand awareness and immediate sales. The Martin Agency did a stellar job boosting brand visibility, but the Solo Stove board's discontent with the lack of instant sales raises essential questions. After all, $400 fire pits aren't impulse buys; they involve a consumer journey that spans months. The discourse surrounding this collaboration underscores the ongoing challenge for marketers to convey their goals effectively to leadership. Was the CEO rightfully held accountable, or did the disconnect stem from a lack of clear communication on marketing objectives? Let's open up the discussion! What are your thoughts on the Snoop Dogg/Solo Stove collaboration and the broader challenges marketers face in aligning their strategies with leadership expectations? Share your insights in the comments. Read more about it here: https://lnkd.in/eGFiHTRK #MarketingStrategy #BrandPartnerships #SoloStove #JanKelleyMarketing

🚨🍇📣 What role has user-generated content played in promoting vineyards in emerging wine countries? - Event Sponsorship and Influence Marketing: Wineries have leveraged gala sponsorships as a marketing strategy to elevate their brand and connect with a select target audience, associating their products with celebrities, luxury, and success. This approach generates immense visibility through photographs, articles, and social mentions, effectively elevating the perception of the wine's quality and exclusivity while building brand recognition and loyalty [6]. - Awards Sponsorship: Turning to awards show sponsorships combines traditional advertising campaigns with influencer marketing's vast reach, leading to significant market growth. This strategy not only enhances brand visibility and awareness but also enables targeting specific demographics of wine lovers and collectors. The extensive media coverage and social media impressions from awards shows contribute to overall brand awareness, offering promotional opportunities and reaching a wider international audience [11]. - Industry Events and Trade Tastings: Participation in wine events and trade tastings, such as Wine Paris & Vinexpo Paris, represents a crucial platform for emerging vineyards to showcase their products, connect with senior buyers, and expand their distribution networks. These events serve as an important avenue for networking, business transactions, and introducing vineyard offerings to potential importers, distributors, and consumers, thereby aiding in the promotion and expansion of emerging wine countries' visibility on the global stage [10][13]. - Digital Engagement and Content Sharing: The digital age has shifted how knowledge is accessed, with technology and trusted curators replacing traditional wine education avenues. This transition underlines the importance of digital platforms and user-generated content in promoting vineyards by engaging younger consumers through online channels, which are crucial for the future growth of the wine industry [20]. - Cultural Exchange and Innovation: The demographic shift and growing Asian American presence in California's wine country highlight potential for diversification in the wine industry's workforce and consumer base. This change could lead to innovation in viticulture and enology, with new developments in production techniques, flavors, and sustainability practices driven by cultural exchange, which could be beneficial for emerging wine countries looking to distinguish their offerings and appeal to broader markets [21]. 👉 Read more here: https://lnkd.in/g9zGAVab #winery #winemaking #wineindustry #performance #marketing

Brand awareness campaigns have the goal to bring new audiences and turn them into customers over time. Why not immediately? Because most of them are not yet in the market. Then, what’s the value? You make your brand top of mind when they are ready to buy. Measuring the success of a brand awareness campaign by sales lift is a flaw, a strategy issue at the core. While every campaign we invest should move the needle and influence a desired behavior - this won’t happen overnight. We all know that the challenge is attributing that impact, particularly over time, but not because is difficult we must surrender and choose performance metrics to sell awareness campaigns to leadership. It’s truly important that all of us marketers/communicators continue to educate leaders on the nature and impact brand awareness and choose and communicate the right metrics to measure success.

Picture this (a virtual success story): A craft #beer #brand pours its heart and soul into a new ad campaign, but it falls flat. 🍻 Crickets. The problem? Their edgy humour didn't resonate with their target audience of outdoorsy millennials. They were left with a bitter taste in their mouths, and a campaign that cost them a pretty penny. Insights Board Research: We dove deep into their target audience, uncovering key #insights that revealed a preference for authentic storytelling and community-focused messaging. Our Solution: We recommended a complete revamp of the campaign. Instead of edgy humour, we suggested showcasing real stories of craft beer #lovers enjoying in the great outdoors, highlighting the brand's commitment to quality ingredients and local sourcing. The Result: The new campaign got a smashing success! #Sales skyrocketed, social media engagement soared and the brand forged a deeper connection with its target audience. It wasn't just about selling beer, it was about creating a community of passionate craft beer enthusiasts. At Insights Board Research, we don't just provide #data, we deliver actionable #insights that transform your #Food & #Beverage (F&B) #advertising #campaigns. Ready to turn your next #ad campaign into a toast-worthy success? 🥂 Email us at 📧 research@insightsboard.com #advertisingresearch #foodandbeverage #marketing #insights #mrx #marketresearch #advertising #research #adcampaign

Patagonia and Oatly Just Used This Clever Tactic for Better Brand Visibility — Here’s How You Can Replicate It Opinions expressed by Entrepreneur contributors are their own. Brands are constantly looking for new and innovative public relations and marketing tactics to stand out in a competitive market and capture the attention of their target audience. One highly effective strategy is newsjacking, which leverages the momentum of a trending news story to massively increase awareness […] The post Patagonia and Oatly Just Used This Clever Tactic for Better Brand Visibility — Here’s How You Can Replicate It appeared first on GallantCEO. Source

Ever wondered how to break through the noise in a crowded market? A local craft brewery in Portland, Oregon faced the same dilemma. But here's the twist... Instead of blending into the background, they dared to stand out. How? By diving deep into the Long Tail Theory with a little help from us at Snware. This theory isn't just a buzzword – it's a game-changer. It reveals that hidden within the vast expanse of the internet lie untapped treasures: niche consumers craving something unique. Through meticulous research, we uncovered the secret desires of these beer aficionados. Armed with this insight, the brewery crafted brews that spoke directly to their adventurous palates. But that's not all. We didn't just stop at brewing magic; we ignited a movement. By leveraging data-driven strategies and partnering with local influencers, we sparked a frenzy of excitement around these distinctive flavors. The result? A resounding success! Sales soared as the brewery captured the hearts (and taste buds) of niche consumers. And in the process, they etched their name as pioneers in the craft beer world. This triumph isn't just a story – it's a testament to the transformative power of market research. By embracing the Long Tail Theory, businesses can carve their own path to success, one niche at a time. What's your take? #marketresearch

My biggest lesson in how to pitch social media to a board that don't use it. 📱 Years ago (pre TikTok, when Instagram was in its early years), I interviewed Peter Barfoot, farmer and founder of Barfoots of Botley Ltd. We were profiling him for their social strategy ahead of Barfoots' BBC Harvest feature with Gregg Wallace MBE and Philippa FORRESTER. I'm not going to lie, I didn't think it went well. My upbringing alongside my parents' horticulture business taught me plenty about how supermarkets work. Growers and farmers don't have control, they aren't the brand. Supermarkets (wrongly) hold the power. Peter's point was exactly this, why invest in building a brand on social when the majority of his produce is sold in supermarkets, under their name. There was no convincing him on the merits of social. I left the interview, convinced I'd lost us a client. However, a week later, Cowdray Park Polo Club Ltd emailed me. Peter had recommended Kitch to their team. We pitched, and pretty quickly landed the account. They are still a client today. I saw Peter shortly after and asked why he recommended us after stating he saw so little value in social media. He shared that he'd been at a big family roast the weekend after our meeting. At some point, he'd seen every generation of his family scrolling on their phone. He might not get it, but he realised they all did. This simple story has helped me pitch and upsell on numerous occasions, both for consumer brands and B2B businesses building awareness for their category. So often, final budget sign-off lies with someone who isn't the brand's target audience and is removed from the day-to-day brand management. Our job is to show them how social media adds value. Image by Carl Pendle. #SocialMedia #Pitching #SocialMediaAgency

Excited to share my latest blog post on "Elevating a Luxury Winery Brand: Marketing Strategies for a Young Entrepreneur"! In this post, I explore the concept of strategic marketing and the benefits and drawbacks of focusing resources on a single channel before expanding. I also discuss the importance of influencer partnerships, content strategies, competitor analysis, and measuring success. If you're a young entrepreneur in the luxury winemaking industry, this post is a must-read! Check it out here: https://lnkd.in/gNxmGAPB #LuxuryWinery #WineMarketing #Entrepreneur #StrategicMarketing #InfluencerPartnerships #ContentStrategies #CompetitorAnalysis #MeasureSuccess

Curious how social media boosts brand awareness for restaurants? 🌟 By engaging with customers, sharing mouthwatering visuals, and promoting special offers, your restaurant becomes the talk of the town! Let's amplify your brand together! 🍽️ #RestaurantSuccess #SocialMediaMagic #rubeenakhan #branding #BrandAwareness Created By:- Rubeena Khan

Marketing distilleries, particularly in the whiskey industry, is an art that involves storytelling, craftsmanship, and a deep understanding of your target audience. 🥃 According to an article in the @Forbes, "The key to successful whiskey marketing is to convey authenticity and tradition while also demonstrating innovation and creativity." (Forbes, 2019). It's all about balancing the rich history and tradition of your brand with the need to stay relevant and engaging in the digital age. One effective strategy is to leverage social media and digital platforms to share behind-the-scenes stories about the distilling process, the unique characteristics of your whiskey, and the passionate people behind your brand. This can help to build a personal connection with your audience and foster brand loyalty. Share your thoughts below: How are you blending tradition with innovation in your marketing strategies? Do you have any unique strategies for marketing distilleries and other traditional products? 🗨️ #WhiskeyMarketing #DigitalMarketing #BrandStorytelling