Tag: content marketing

How Monster’s CMO is Revitalizing the Brand

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One of the more refreshing trends in marketing is the grand “mea culpa” in which a brand apologizes for past shortcomings and offers a renewed commitment to quality/integrity. Wells Fargo’s recent “re-established in 2018” campaign is one striking example. Another comes from Domino’s a few years back when they admitted their pizza was poor and relaunched with a better tasting product. This approach takes guts but really resonates especially when the pledge to be ‘better” comes with demonstrable actions. Which brings us to this episode of Renegade Thinkers Unite in which Jonathan Beamer, CMO of Monster, admits that the online jobs site had “coasted” for a while and explains how they are renewing their commitment to job-seeker success.

What is so interesting in this case is that though Monster had coasted after dominating the job search market for most of the dot-com era, the brand still enjoyed high awareness and what Beamer calls “latent favorability.” Having this strong baseline to build from, Beamer expected that the combination of product improvements and increased advertising would help revitalize the brand. And though Beamer describes Monster’s revitalization as “a work in progress,” the brand is already seeing increases in site traffic and customer activity. Not coincidentally, Monster is back on TV providing further proof that this medium is far from dead as digital pundits declared 10 years ago!

Listen here for inspiration on how you might revitalize your brand. 

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What You’ll Learn

There’s great power behind a brand that people are familiar with and trust

There’s one core truth behind Monster that has allowed their brand to survive across decades, and that is that people are always searching for fulfilling work. Since 1999 Monster has connected people and job opportunities, and Jonathan explains that it’s paying attention to small details that makes Monster stand out from the masses.

He explains the powerful concept of “latent favorability,” when people remember your brand fondly even after having not used the company’s services for a period of time. Monster has values attached to the brand that goes beyond the product it provides, and that’s where the company’s power lies.

These 4 tips will help you refresh a stagnant brand

Jonathan’s marketing team at Monster has been faced with the challenge of refreshing a company message that has existed for nearly 20 years. In his conversation with Drew, Jonathan explains 4 main tips that have helped guide his team through the process of refreshing a stagnant brand. Here they are.

  1. Be the voice of the customer (in Monster’s case, understanding both an employee on the hunt for a new job and a recruiter looking for top talent)
  2. Have a close partnership with the product/service development team
  3. Understand the simple decisions made throughout a customer’s purchase journey
  4. Be consistent with the tools you choose to use

Learn how to track brand awareness for greater marketing success

Having data on your brand, its level of awareness within your target market, and your digital followers is essential, but you have to know how to aggregate and analyze that data. Jonathan explains that you should not get hung up on the questions to ask when conducting brand awareness surveys or sending out evaluation tools. At the end of the day, the tools you use to track brand awareness matter less than the overall feedback it provides to you and your team. Jonathan also recommends that you also utilize your historical data and keep the big picture in mind when doing brand tracking. For even more insights on how to track brand awareness effectively, be sure to listen.

Timeline

  • [0:28] Drew introduces Jonathan to the Renegade Thinkers Unite show
  • [3:38] Jonathan’s Renegade Rapid Fire segment
  • [17:06] The importance of factfullness in the world around you
  • [19:50] What Jonathan’s excited about as the CMO of Monster
  • [24:07] This is what happened when Monster stopped investing in marketing
  • [30:14] Fixing fundamental aspects of the Monster brand
  • [35:37] Keep these ideas in mind when doing brand tracking
  • [40:51] There’s a strong bond between quality products and justifying marketing efforts
  • [43:32] Content is huge in Monster’s marketing strategy
  • [48:15] Jonathan’s top 3 pieces of advice for new CMOs

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Resources & People Mentioned

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Marketing to Audiences 50+ and Future Marketing Trends, Live from PSFK Part 2

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On part 2 of this episode of Renegade Thinkers Unite recorded live from the PSFK conference, Drew speaks with two guests about how marketers can relate to audiences over 50 and the importance of that audience in today’s society. They also discuss the value of looking ahead in marketing and the future marketing trends to keep in mind.

David Stewart, CEO/founder of Ageist, explains the disconnect between 50+ audiences and younger marketing teams. He shares insights that will change the way you approach marketing to older generations.

Dr. Devon Powers shares her knowledge on future marketing trends and how brands need to be thinking about their future interactions with customers.

Learn important B2B marketing trends and click here to listen.

What You’ll Learn

Marketers are missing the mark for audiences 50+ — here’s the solution

“Too many marketers are obsessed with the millennial generation,” explains David on this episode. Few brands understand what older consumers are looking for and they’re missing out on capturing their brand loyalty. He wants listeners to understand that people over 50 often feel invisible in the market, and if your company recognizes the value they add to society, you’ll be well on your way to capturing their dollars.

Focusing on values and aspirations is key for marketing to all ages

Campaigns focused on values and aspirations are two marketing trends that are always successful. No matter the age of your audience, these types of campaigns speak to every consumer. If you appreciate a consumer’s accomplishments and explain how your company can help them succeed even more, you’ll earn customers for life.

Here’s how you can identify future marketing trends

Devon explains that always evaluating your physical and online environments is key to understanding future marketing trends in your industry. Marketers need to be thinking about how their consumers identify themselves and interact with others. Those patterns and trends will dictate how they interact with your brand. If you’re always challenging your assumptions, you’ll be on your way to understanding where marketing trends are headed in the future.

Timeline

  • [1:18] Part 2 of the podcast recorded live at the PSFK conference
  • [1:55] Most marketers are missing the mark for consumers over 50
  • [8:10] How can you communicate effectively with the 50+ demographic?
  • [16:26] Dr. Devon Powers, researcher and professor, on future marketing trends
  • [23:57] Devon explains why challenging your marketing assumptions is key
  • [28:19] Here are your main takeaways from this episode of Renegade Thinkers Unite

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Resources & People Mentioned

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Story-Driven Content Marketing That Drives Leads

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In her role as CMO of Tungsten Network – a leading global supply chain enabler – Connie O’Brien has taken on a huge task: she’s spearheading the first content marketing campaign for the company in a very long time, and she’s focusing on friction to do it.

How so? Through the collaborative efforts of a handful of agencies, including Renegade, it was discovered that one of the main places the accounts payable process experiences difficulties is through the friction that exists in the systems and processes involved. So the team Connie assembled set out to discover, from customers and prospects alike, where the key points of friction were and what could be done to smooth out those problems. THAT positioned Tungsten to custom-tailor solutions to the exact problems the marketplace was experiencing.

This conversation is a quick but deep dive into the process the team at Tungsten spearheaded to discover what customers really felt about the frustrations they were experiencing in their accounts payable process, address those concerns effectively, then use content marketing to get the word out about those solutions.

Connie’s brilliance is obvious in this conversation, as is her humility and desire to give credit where credit is due – to her team. Enjoy.

Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn

  • [0:30] Urban gardening and content marketing: both require experimentation & work
  • [2:54] Who is Connie O’Brien?
  • [8:43] What Tungsten Networks does and what got them onto their current content marketing approach
  • [12:18] Engaging employees as advocates for the company on social media
  • [14:56] The decision to talk to customers in an unfiltered way
  • [17:32] The creation of the Friction Finder customer feedback and diagnostic tool
  • [19:51] How Connie manages a multi-agency team for content marketing
  • [23:10] Integrating storytelling into her content marketing strategy
  • [25:03] The difficulty of measuring the value of the campaign effectively
  • [28:23] The primary lessons Connie has learned: Listen & Watch Results
  • [30:02] A quick summary of what Tungsten did and the results so far

It’s not easy to get unfiltered feedback from customers or prospects, but Tungsten Network figured out a way to do it.

One of the primary things that enables effective customer analysis is the power of an honest answer from the end user. Those kinds of answers aren’t easy to get because not only do people simply want to be “nice” when asked direct questions about service and satisfaction, they also can’t always remember the details of their frustrations on the spot. That’s why Tungsten Network went about it a different way – by creating a free tool that offered real value to people they wanted to hear from, whether they were customers or not. It’s called the Friction Finder, and in less than 2 minutes it allows you to assess the extent of the friction in your accounts payable process and provides actionable insights into what you can do about it. That saves you time, money, and eliminates a lot of stress. Find out more by hearing Connie’s description of how Tungsten’s extended team came up with the idea, how they implemented it, and the kind of results it’s provided.

The “official” social media marketing your company is doing may not be enough. Here’s how Connie O’Brien engaged employees to compound the company’s efforts

When you stop to think about the way social media marketing works you’ll quickly realize it’s about a couple of things: compelling content, shared broadly. Each of those has its own challenges, but the broad sharing feels like something you as a CMO or marketing leader can’t really control. Or is it? Connie O’Brien realized that some of her best advocates for the company’s new campaign were the people working on it – her employees. In this conversation, Connie shares how employee involvement on social media helped the campaign’s reach and how she was able to get them to buy-in and be involved. As a result, the company’s ability to do effective customer analysis was increased dramatically. You don’t want to miss this part of the conversation.

Managing a multi-agency team effectively in order to reach the goal of better customer analysis is tricky business

As part of the team that came alongside Tungsten Network to build the Friction Finder content marketing campaign, we here at Renegade saw first-hand what it takes to manage a multi-agency team, and Connie O’Brien did so beautifully. During this conversation, she admitted the challenge but also pointed out that it’s much easier when you work alongside true professionals who know their piece of the puzzle backward and forwards. The end result? Tungsten was able to do the kind of customer analysis needed to create the solutions their prospects needed, and sales are climbing. Listen to the entire conversation. There’s a little bit of something for every company that’s looking to up its content marketing game.

Connect With Connie:

Resources & People Mentioned

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If Marketing is Storytelling Then Learn from a NYT #1 Bestseller

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Marketers are mini-authors in the sense that they seek to spark emotional connections with audiences through storytelling. Ideally, every element of a marketing campaign needs to feel near and dear to the consumer. As the array of platforms on which marketers can make impressions expands, it’s essential to maintain a voice that is consistent, adaptable, and—above all—genuine. In order to hit these points, we need to understand the anatomy of a good story. [Show notes by Jay Tellini.]

That’s where #1 New York Times bestselling author Chris Bohjalian comes in. Character-driven anecdotes dominate Bohjalian’s work, as his descriptive prowess has made him a master of sentimental narration. The wordsmith’s writing style affirms the tenderness that so many brands try to articulate in their ad campaigns.

In Part I of his conversation with Drew Neisser, Bohjalian shares insights for telling a rich and personal story. The author explains how he manages to draw dedicated crowds both in his books and on his social media channels, offering unique advice from a perspective that’s fresh to many marketers. You can listen to the episode here.

Here are some standout questions and answers from the interview:

 

Drew: Can you talk a little bit about your writing routine?

Chris: Being precise, being careful, being thoughtful, and being responsible—really trying to understand what you want to say, whether it’s a whole report about Listerine antiseptic or some marketing research on Clorets, the breath deodorant. I was writing between 5 and 7 a.m. in the morning before going to work at Thompson and then Monday and Tuesday nights when I came home from work. When I left advertising once and for all in my early 30s, I continued to start writing at about 5:00 in the morning because that was my habit. And then we had an infant baby girl and it was important to get as much writing in as I could before it was time to help get her up and out the door to daycare and then to preschool and then to elementary school. These days I don’t start at 5:00 in the morning anymore, I probably start at about six but I’m at my desk until at least 11 or 11:30 until noon or 12:30.

Drew: What are your writing goals for the day?

The goal is to write a thousand words a day. I don’t always write a thousand words. But as Jodi Picoult observed, it is a whole lot easier to edit garbage than a blank page. And so it’s important to get something down on paper. Every 50 or so pages I print out what I have and then I edit by hand using a fountain pen because fountain pens are messy and it forces me to think more slowly. To really find that right synonym for “red,” whether it’s burgundy or claret. I always also write with the understanding that the first draft isn’t the final draft. My books will usually go through seven or eight or nine drafts. I never know where my books are going. I depend on my characters to take me by the hand and lead me through the dark of the story. 

Drew: Storytelling has jumped from the domain of novelists like yourself into brand marketing, and social media has leapt from my world into your world of bookselling. Can you tell me about your storytelling techniques?

Chris: Sure. First of all, I think novels are changing and I believe they are changing because we are in the midst of a wonderful renaissance in television drama (The Sopranos, Mad Men, Breaking Bad, The Handmaid’s Tale). Certainly television drama at its finest impacts the way that I write today. And that gets to my second point; the digital world has changed our attention spans and our expectations. I think it’s utterly fascinating that when we think of Les Miserables, we think it begins with Jean Valjean stealing the candlesticks. That’s how the musical begins. That’s how the movie begins. The reality is that Jean Valjean steals the candlesticks on page 104 of my edition of the novel. The first 103 pages is a lengthy discussion of the goodness of the archbishop. That novel has 60 pages about the sewers of Paris. Thanks to the Sopranos and Breaking Bad and Mad Men, we’ve got a very different craving for narrative drive and storytelling, which is why when my books work, and heaven knows they do not always work, they are in part about dread and they are in part about a narrative drive that must begin from page one. That doesn’t mean that I don’t want characters that are deep and real, because heaven knows that I do. But you want to meet those characters quickly. You want to feel their pain quickly and understand why you’re going to be emotionally invested in that story quickly.

How Kofax Clicks with Its Digital Community

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If one phrase could be used to describe the philosophy of marketing in 2017, it would be “customers come first.” Gone are the days of product pushing as a surefire advertising strategy. Consumers want to find solutions to the problems they encounter. Marketers have to address those needs from first contact to have a shot at a sale. And really, that’s how it should be—marketing brands as answers and showing that there are people behind the brand who care about the consumer.

Kofax CMO Grant Johnson is leading the way in putting the customer first. His team speaks its clients’ language, delivering an authentic persona at every buying stage.

Below, you can listen to part one of Grant Johnson’s interview with Renegade Thinkers Unite host Drew Neisser, and Bill Carmody, entrepreneur and Inc. magazine author.

If you don’t have time to listen to the whole podcast, check out these sample questions and answers from this episode:

Drew: What is one non-traditional technique that you have used with success? Why do you think it worked so well? 

Grant: I think we are a bit nontraditional here at Kofax in that we follow an “aim-ready-fire approach” vs. the traditional “ready-aim-fire.”   Over 3 years ago I determined that we had to get to best-in-class in our digital marketing capabilities, but I didn’t have a completely baked plan on how to get there. I hired a very strong leader and we crafted the vision and started the journey together. Since then, we’ve doubled in size from just over $300 million to more than $600 million in revenues, and as we’ve integrated several companies, we’ve taken the best aspects and brought together the best people from each to become much better across the board in digital marketing. We also do a lot experimenting and iterating, and not everything works, so when we strike a rich vein, like some of our PPC or retargeting efforts, we pour gas on those fires and smother the less successful endeavors as fast as possible.

 

Bill: Once you’ve mapped out that journey and you really thought through the content strategies, how are you measuring the effectiveness of the content in each of those individual prototypes?

Grant: One of the ways that is a good proxy, is through social media. We have very active social media. We do something called go social. We encourage any field-facing staff to try to engage and share content. We have this great tool called push-button content. I just published my second blog on a 4-part serious about a step-wise approach to digital transformation. As people share that, they say “I’ve got this problem, can someone contact me?” It’s not a perfect science, there’s always art, but it helps.

 

Drew: It’s hard to get our marketing messages to stand out…what is one thing you do to make sure your marketing cuts through?

Grant: We take great pains to avoid the one-size-fits-all approach or what I call random acts of marketing. Instead, we work toward truly integrated marketing campaigns that encompass print, digital, social, etc. Part of cutting through effectively is a relentless focus on delivering consistent messaging across every touch point and element of a given campaign. Like many companies, our customer base cuts across a range of verticals – from Banking and Financial Services and Insurance to Healthcare, Government and BPOs. For some of these verticals, like banking, we frame the message around their primary concerns, e.g. how we can help enhance the customer experience (faster account openings and easier loan applications through mobile apps, etc.). We call that “customer speak,” instead of techno speak, and it really helps us stand out from the cacophony of competitors touting their offerings.

 

Drew: What is the toughest lesson you’ve learned when it comes to marketing?

Grant: Marketing never stops. It’s impossible to ever become complacent in anything I do or my team creates and delivers. In the past, you could sort of get the plates spinning, say your public relations and field marketing were going well, you could just let them run and focus on say bolstering digital marketing or fine tuning product marketing. Now, however, not only is the rate of change relentless, the mandate to continually improve is stronger than ever. We celebrate the little victories, but we can never rest of any achievement, we have to continually strive. Now this may sound daunting to some marketers, but to me it’s actually invigorating. I chose this career because it was dynamic and I’m restless by nature, so I love the disruptive innovation and measurability of modern marketing and all the challenges that presents. The only constant is change, and if you are adaptable and can thrive in what has become a very accountable function, there’s never been a more exciting time to be a marketer.

Final Thoughts

You can never have too many friends. Staying in touch with your digital community will keep your brand fresh and relevant. If you play your cards right, you’ll get plenty of referrals. All you have to do is maintain an active social media presence. (These show notes were prepared by Jay Tellini.)

Content Marketing on a Planetary Scale (from Mars)

Posted on by Drew Neisser

By 5pm, I’m typically famished. If we don’t eat dinner until 8 or so, I’m approaching demonic, ready to rage at the slightest provocation especially if it threatens to come between me and my pointy fork. So you can picture the scene the other night at an otherwise lovely restaurant as our persnickety waiter decided to take several minutes to describe the white wine reduction sauce with locally grown shallots in interminable detail. Let’s just say I wasn’t in my happy place.

I tell you all of this because my interview below with Rob Rakowitz, Global Director of Media at Mars is a feast of insights on content marketing you’ll want to ingest without delay. Rob, by the way, was a winner of the Content Marketing award from The CMO Club. In the spirit of an amuse-bouche, here are a few of the delectable nuggets to seek out in the passages below:

  • How Uncle Ben’s tested its way to success with video content
  • Why Whiskas created Kitten Kollege
  • Why even big brands need to stay opportunistic with their media budgets

Drew: Media is a really hard and complicated job these days. It must be very challenging to sort all of these choices out for all of these different brands.

Rob: Absolutely, it is. And the main thing that you can actually do in a very large global organization is give teams the resources to navigate because we are dealing in a complex world especially in terms of the multitudes of tradeoffs and the marketplace pitfalls. And then you shift over to the dialog on measurement, viewability, fraud, agency compensation – there is never a dull moment in the media business! And the only thing that you can do in this role is really equipping teams with the right navigation tools so that they can actually wade into this unknown and increasingly complex territory and be able to actually drive growth from it.

Drew: Tell me one story about you in your personal life or professional life that will help me understand what makes you tick?

Rob: I’m part of a competitive cycling team and these days there’s a lot of data available thanks to the Internet of things and sensors that can help analyze individual and team performances. I love being able to distill this data down to useful information, which is pretty much the same thing I do when I’m in the office. And of course, cycling brings multiple functions together just like the office. This is especially true when approach a big race, having people on a team actually work together in a high-performance capacity, determining distinct roles, much in the way that you would for launching a really great campaign. I have found it really helps to bring multiple perspectives around the table. Also from racing comes the understanding that there are certain points in times that you’ve got to peak. For brands, this means being able to actually stand for something that you recognize and knowing when is the right time to engage in topical social media and moments in culture that actually matters.

Drew: What’s the best piece of advice you’ve ever received from a peer and how has that influenced your career.

Rob: Keep things simple. Media is starting to hit more and more functions both within marketing and outside of it so it would be easy to make things complicated. I find that the more you can simplify down what it is that we’re trying to do from a vision perspective, the better an idea travels.

Drew: You received The CMO Club award for Content Marketing. What’s your overall approach to content?

Rob: We’ve done some absolutely fantastic content programs for Uncle Ben’s, Pedigree and Snickers. These brands truly understand that they need to reach more and more consumers and the way that they’re going to do that is not just by throwing advertising out there, but it’s by actually really figuring out what is their brand’s purpose, what is understanding culture and how can they actually provide the solution that brings the brand, consumer and customer together. It’s what I really like to call that idea of 4C Conversion, where we bring consumers, customers, communications and commerce closer together.

Drew: Let’s talk about Uncle Ben’s because I think some readers might scratch their heads and say, wait, Uncle Ben’s has a purpose?

Rob: Uncle Ben’s is about helping consumers make sure that they’re making great food choices, on a daily basis. It’s really interesting because when you get into the data. We find out that consumers who start meals with rice are more likely to choose a lean protein or a vegetable to go along with it. This actually leads to healthier outcomes from an eating perspective. And that’s actually what stands behind a lot of what we do from a content perspective and with a program like Ben’s Beginners, which aims to get kids and parents cooking together.

Drew: Got it. So what did you end up doing for Uncle Ben’s?

Rob: In the UK is we had this new ready-to-heat product that comes in this little pouch and is really quick and easy to make. What we found out was that consumers weren’t aware of it; they didn’t see it as being relevant. So luckily enough, we had smart agency folks and smart marketing folks — BBDO, MediaCom, and then our own internal associates, what we call our triads, working together. And what they decided is that a typical TV spot would fail, because it wasn’t going to reach the right audience and it wasn’t going to overcome the relevancy issue. So what we ended up doing was creating a series of short videos. Then we put them up online, looked at the behavior metrics, figured out which videos were popping and what recipes were actually working. The video idea, by the way, centered around a celebrity chef who shows up at a park, starts cooking meals, engages people who are living healthy and active lifestyles and shows them in two minutes how to actually cook a healthy meal.

Drew: Fun idea. What then?

Rob: With these eight videos that we had out there, we looked at the performance metrics. We then figured out how to take that two-minute video and cut it down to 30’s, which we could put on TV and various social channels (Twitter, Facebook and Instagram). It was a very content-driven idea backed up by behavioral data. We were able to use social media to make sure the content was as personal as possible. And it actually yielded some really nice business results for us.

Drew: Interesting that the whole program wasn’t 100% digital and that you ended up deploying TV as well?

Rob: I think that any marketer worth their salt today knows that if you’re dealing with mass audiences and mass reach, I think it’s not a question of “or” but it’s a question of “and.” What you want to have is a video-neutral approach where you’re thinking about multiple channels in combination. Are there certain brands where a digital-only approach will make sense? Absolutely. But for Uncle Ben’s, a combination of TV and digital was optimal.

Drew: How did you measure the success of the Uncle Ben’s program?

Rob: The two measures that we’re obsessed with are reach and sales. First, we look at the overall reach of the content program. And then also did some testing to actually make sure that there was a positive lift in sales. That’s generally, the way that we look at measurement. Now, within the campaign we look at behavioral metrics including likes, shares and comments. What we did for Uncle Ben’s was 100 percent behavioral, digital metrics that are available to a lot of marketers. And the question is are we truly leaning into those as the marketing community and embracing it as much as we could and should be. And I think that’s very much an agenda I had where a lot of my colleagues out there is taking more and more advantage of things and to drive better planning strategy and activation.

Drew: Let’s talk about what you did for Whiskas.

Rob: For Whiskas, we actually rolled out one of our first global content plays. Recognizing that people who are adopting cats or kittens rather weren’t equipped with all of the knowledge and insights that they should have as new pet owners, we created Kitten Kollege. Featuring irreverent tongue-in-check videos, we equipped kitten parents with all of the insight that they needed to understand the life stages and the leaps forward that their kitten is going through. Partnering with Google and YouTube and eventually some of our retail partners in local markets, we raised the brand’s profile, simultaneously educating and entertaining and then closing the gap with commerce.

Drew: I love that story because it fits into a framework that I call Marketing as Service in which marketing actually has value, inherent value, both obviously the entertainment but also the education. One thing that someone might say is well, you educated everybody about kittens, but what connects that to the brand Whiskas?

Rob: We did that via a serial content series that was done with a lot of the insights from our Pet Institute in Waltham, UK. This is where a lot of our pet research happens. So a lot of the insights that we shared were actually proprietary to Mars and we were able to connect that back to Whiskas.

Drew: So you mentioned global for Whiskas–did that mean that Kitten Kollege got translated into multiple languages?

Rob: Yes, it did. And we have been rolling it out market by market. In certain markets, I think we have it dubbed and other markets we actually have it subtitled. But yes, it is a global program.

Drew: From a media perspective standpoint, give me two “do’s” and one “don’t” for 2017.

Rob: First on my do list–get obsessed over the business challenge. Don’t be lazy about briefing the agency and really being able to uncover where your growth would be coming from and how that translates down to a real tangible consumer behavior. My second do — embrace the ability to be agile. Don’t plan your full budget to the last cent, hold some funds back for a timely opportunity. And my don’t — don’t message push. Think about creating an experience and a solution.