Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
AMP Agency was named a finalist for the 2015 OMMA Awards, which honor agencies and advertisers that push the potential of digital advertising. AMP is being recognized for best 'Newsjacking: Campaign' for 'Hasbro's Play-Doh in Pop Culture.' AMP utilized Play-Doh's Facebook page to inspire fans and drive engagement by recreating memorable, pop-culture moments with Play-Doh. Winners will be announced on September 28th To read more about how Play-Doh inspired inventors, click here and view some of the work below.
Deemed the artist of the Summer, Fetty Wap hit the scene hot and continues to gain momentum. With an album release approaching on September 25th, we thought it was an appropriate time to analyze the certified gold rapper's success and determine what marketers can learn from his rapid ascension. (Photo by Theo Wargo/Getty Images for Billboard) Find your beat. First lesson from the up-and-comer'define and embrace your brand image. The rapper wasn't always Fetty Wap. According to a recent interview, he used to be Willie Maxwell when he wore a prosthetic eye (as he lost one eye to congenital glaucoma when younger). When he stopped wearing it, he proclaimed, 'I found myself, I became a whole new person.'? Since that time he's embraced the Fetty Wap personality wholeheartedly. And, fans love it. Since Memorial Day, Fetty has been a mainstay of Spotify's weekly Top 10 songs in the US with three different singles: Trap Queen, My Way, 679. In that timeframe, fans have streamed 'Trap Queen'? more than 49 million times, according to Spotify. Marketing Lesson: Stay true to your brand. Be where your fans are. To release his first single 'Trap Queen,'? Fetty Wap uploaded the track to SoundClound, an audio distribution platform, streaming service and an online community. The track received 500 plays within the first day and twice that on the second. Since then, Fetty has continued to focus on connecting with his hyper-engaged audience on the channels where they seek music and content. Fetty updates his SoundCloud page regularly with music from both him and his Remy Boyz. Fans can also hear from Fetty on his social channels as he posts frequently, According to Forbes, fans are flocking to Fetty and appreciate his connected strategy: Of his close to 40 million plays on SoundCloud, more than 23 million happened in 30 days In that same time, he saw an average of more than 5 million YouTube video views each week Since 'Trap Queen'? went gold, he's more than tripled his Instagram following and enjoyed a sevenfold increase in his official Facebook page likes He added about half his total Twitter following (he's been getting about 5000 new followers each week) within 30 days Marketing Lesson: How can marketers emulate Fetty's digital success? Engage with your audience on the channels they frequent with the most updated, interesting content they desire. Find the right collaborators. Once Fetty had a good product, he recognized the need for a partner to help elevate the brand and the product. Fetty signed with 300 Entertainment late last year. 300 Entertainment, an imprint launched by Todd Moscowitz and Lyor Cohen in 2014, has a reputation for their data-driven and innovative approach to the music industry. Fetty has been quoted saying, '300 ' they like a machine. And when we reached a point where we didn't know what to do, the music was doing so good, everything was going so good, we didn't know what was the next button to press. And that's where they came in.'? The partnership works well given the shared belief in producing the highest quality product, which will result in the shared vision of evolving evolve Fetty from that guy who did 'Trap Queen'? to Fetty Wap the artist. Marketing Lesson: When considering partners, marketers should take a similar approach. Partner with those who have shared values, shared beliefs and a common goal. With Fetty's debut album quickly approaching, we're looking forward to learning more from the emerging 'Fetty brand,'? and we've got high expectations. According to Next Big Sound's success algorithm, the likelihood that he'll hit the Billboard 200 chart is currently at 84%. What do you think of Fetty's brand? Share comments below.
According to a recent report conducted by UK-based digital agency, Inside Online, Princess Cruises is leading the Cruise category with their SEO strategies and tactics. Read the full article here.
Event Marketer featured AMP's work for Garnier Fructis at Bonnaroo this year, stating: "If it's one thing gals (and guys) desire at Bonnaroo, it's clean hair when possible and festival-dos. Hair care brand Garnier Fructis delivered. In this enclosed salon that was bustling every day'bursting at the seams actually'festivalgoers could get in line to register for a hair washing, festival braids and styling. The air-conditioned salon also featured a self-style station for quick touch-ups, cell phone charging stations, and temporary tattoo applications. What we liked the most? The reservation system. Participants received a card with a code that was scanned before registering. They then sat in a waiting area at the center of the room to cool off before their appointment. Screens mounted to stage lighting frame/trusses overhead displayed names in order of appointment. On top of that, the well-branded space was inviting, and despite the demand, organized." Photo Source: Event Marketer See more activations here.
When it comes to setting objectives for a product launch, our motto is "Leave the Kitchen Sink Behind." Relying on one marketing effort to achieve every objective' awareness, buzz, trial, sales and loyalty ' without exhausting the budget is usually an unrealistic approach. Unless you have a robust budget to adequately fund each of these objectives, it will prove more effective to focus your efforts. By focusing on one or two realistic goals such as generating awareness or growing sales, you will be able to allocate dollars and resources appropriately to achieve the objective(s). These objectives should always be measurable with clearly defined key performance indicators (KPIs). For example, if a program's goal is brand awareness, then a brand lift study should be implemented to measure the effectiveness of the media investment. THEORY IN ACTION How do you identify the most important objective? How do you allocate spend to support this objective? Read our learnings from helping launch a local beer brand: Focus on achieving one goal When initially thinking about marketing objectives, the client insisted that brand awareness and trial were equally as important for launch. However, the budget did not allow for optimal spending across both objectives. We determined awareness was paramount for the product launch. Invest in tactics to support that primary objective To achieve the clients' goal of becoming the 'official Beer of Martha's Vineyard,'? we focused all marketing efforts on island ' launching exclusively on the Vineyard during the high traffic summer season. By making the beer and brand swag available only on the Vineyard, we gained awareness with the summertime residents, Vineyard vacationers and locals, who shared the 'official Beer of Martha's Vineyard'? with their networks. Develop a framework to measure success We measured awareness by reviewing product demand, which then informed our overall distribution strategy. The demand for the beer that evokes the feeling of Martha's Vineyard trickled into the off-season and off the island. By the end of the summer, demand was so high that the client expanded distribution to Cape Cod and Boston. For more insights into how to build an effective go-to-market strategy, download our NEW RULES FOR BRINGING YOUR PRODUCT TO MARKET whitepaper.
On June 23rd, AMP's VP of Measurement and Analytics, Rich Grogan, will participate in a panel discussion around "Tips for Generating Data & Analytics in a Fast-Paced Agency Setting." The session is a part of MITX's the Art & Science of Data Summit. The MITX Data Summit will explore the ever-changing landscape of the latest data strategies for marketers. How do you balance the art and science of data and creativity? This full-day summit will bring together top minds in the industry to share proven best practices for business success. For more information, visit the Summit's site.
Originally published on MITX's Blog Every year, some 50,000 new products are introduced. But shoppers are often driven by habit, repeatedly buying the same items for most of their household needs. It's no wonder that, according to Booz & Co., some 66 percent of new products fail within two years of their introduction. So what's a marketer to do to help consumers cut through the new product clutter? Spend the time evaluating all facets of the go-to-market (GTM) strategy. While considered an entrenched and tedious part of the product launch process, the GTM strategy remains incredibly important and requires some TLC. After all, it's the document that lays the foundation for your business to succeed. There are key questions to answer about your product to determine the best strategic approach that will resonate with the customer. But, more importantly, there is a right and wrong way to frame those questions to obtain the best possible results. Given AMP Agency's experience leading product launches for a variety of clients, we are providing key considerations to develop an impactful approach to bringing a new product to market: Value Proposition: Take an 'Outside In'? versus an 'Inside Out'? Approach Always consider the customer benefit when developing the value proposition. Oftentimes, companies make the mistake of taking an insular or 'inside out'? approach as opposed to an unbiased 'outside in'? approach. When considering the value proposition, assess the attributes that make your product superior (inside out) but assign more clout to answering the perceived benefit and value to the customer (outside in). Audience Identification: Define People and Not Targets By honing in on people's interests, behaviors and attitudes, you can create messaging that resonates with them and develop an impactful media strategy that reaches the people most likely to consider, try or buy your product. While the tried and true attributes that define a target audience (age, gender, income, geography, etc.) remain immensely important, a persona which includes granular information, around who the person is as an individual and what they value, provides an invaluable level of insight. Objectives: Leave the Kitchen Sink Behind Relying on one marketing effort to achieve every objective' awareness, buzz, trial, sales and loyalty ' without exhausting the budget is usually an unrealistic approach. Unless you have a robust budget to adequately fund each of these objectives, it will prove more effective to focus your efforts. By focusing on one or two realistic goals such as generating awareness or growing sales, you will be able to allocate dollars and resources appropriately to achieve the objective(s). Budgeting: Outsmart instead of Outspend Spending more dollars does not always equate to results. An efficient media plan focuses on reaching the most relevant people' those likely to consider, try or buy your product. This approach focuses on limiting waste and maximizing impact. One way to spend smarter is to ensure that media spend syncs up with distribution. Analytics: Predictive over Reactive True business value comes from leveraging the right data to understand what happened, why it happened and what could happen. The third question focused on predicting the future state is more complex to answer but provides the most business value. To answer this third predictive question, you should continually collect data to get smarter about your consumer. By consistently collecting data, you can build models to answer key questions that will help you optimize future marketing spend. Channel Strategy: Think About People First Product development and go-to-market strategies typically follow a linear process ' develop the product and then determine the promotional and marketing strategies. Historically, this process worked well given marketers employed a 'push'? communication strategy ' pushing the message out to people. While 'push'? tactics are still a viable approach, layering on a level of 'pull'? tactics enables a more impactful channel strategy and overall customer experience. Counterbalancing tried and true strategies to bring a product to market with a new and fresh perspective allows you to take advantage of the changing media landscape and the redefined relationship between a brand and customers. To learn more, download AMP Agency's whitepaper on the New Rules for Bringing Your Product to Market.
Every year, some 50,000 new products are introduced. But shoppers are often driven by habit, repeatedly buying the same items for most of their household needs. It's no wonder that, according to Booz & Co., some 66 percent of new products fail within two years of their introduction. So what's a marketer to do to help consumers cut through the new product clutter? Market your product to people, not target audiences. It's not about identifying a target audience. It's about developing messaging that will resonate with people. People > Targets By honing in on people's interests, behaviors and attitudes, you can create messaging that resonates with them and develop an impactful media strategy that reaches the people most likely to consider, try or buy your product. While the tried and true attributes that define a target audience (age, gender, income, geography, etc.) remain immensely important, a persona which includes granular information, around who the person is as an individual and what they value, provides an invaluable level of insight. You can employ a range of tactics to construct a persona, including primary and secondary research. Using these personas, you can buy media based on people's behaviors and digital profiles versus predetermined channel and media preferences ' resulting in media efficiencies and efficacy. THEORY IN ACTION Accurately knowing the ins-and-outs of your customer maximizes your ad effectiveness and eliminates wasteful spending. To gather this information, follow some of these best practices used by our client, Boden: Defining the Unknown - As a UK-based brand looking to enter the US market, Boden knew understanding the nuances of the US Boden shopper were critical to success. To gather relevant insights, we deployed a national online survey to understand the emotive and rational purchase triggers, conducted a myriad of focus groups to hear and see the connections to Boden and competitors and disseminated additional online research to identify barriers to entry by measuring Key Performance Indicators (KPIs) of brand health. Molding Insights into Usable Data - The multiple studies served as the foundation for creative strategy and media recommendations. Using our primary research findings, we developed personas and shopping journeys of Boden customers, answering the following strategic questions: What is their shopping journey? Is there seasonality to how they shop? Are there day-parting opportunities based on when and how often they shop? Are there improvements to our re-purchase strategy that we can deploy? Building a Successful Campaign - The research and development of personas inspired the overarching campaign 'a splash of happy'? and drove a more targeted media strategy. The uniqueness and relevancy of this approach proved successful ' increasing brand awareness by 71% among prospective customers. For more insights into how to build an effective go-to-market strategy, download our NEW RULES FOR BRINGING YOUR PRODUCT TO MARKET whitepaper.
What's the first step in developing your go-to-market strategy? Determining your value proposition. Our biggest piece of advice is to take an "Outside In" vs. "Inside Out" approach. What's that mean? Always consider the customer benefit when developing the value proposition. Oftentimes, companies make the mistake of taking an insular or 'inside out'? approach as opposed to an unbiased 'outside in'? approach. When considering the value proposition, assess the attributes that make your product superior (inside out) but assign more clout to answering the perceived benefit and value to the customer (outside in). Pressure test your value proposition by vetting it with prospective customers, thereby ensuring the proposition aligns with what the end user values most. REAL-WORLD EXAMPLE How do you take an 'outside in' approach? Where do you start? Learn from one of our clients: Michael Sayles, V.P. of Sales at Ferrara Candy Company. Develop a compelling value proposition. In preparation for the launch of Rapid Acting Protein, we conducted secondary research to gain a more profound understanding of our consumers' needs and wants in addition to understanding the marketplace. By doing so, we identified a whitespace opportunity within the fitness food category and developed a compelling value proposition - a gummy product with 20 grams of Whey protein in a delicious new, fruity flavor. Make real-time adjustments by listening. When RAP hit the market, we used social listening to garner consumer feedback. The consumers dictated what made RAP unique, rather than the other way around. So, we made shifts in real-time to tailor messaging accordingly. For more insights into how to build an effective go-to-market strategy, download our NEW RULES FOR BRINGING YOUR PRODUCT TO MARKET whitepaper.
The AMP Insights Lab Incubator is a fully-accredited, in-house course that places AMP's marketing experts into a professorial role ' taking Boston University students through a semester-long class exploring the intersection of creativity, strategy and technology through a mix of lectures, collaborative working sessions and creative problem solving. The 13-week course covers topics ranging from consumer segmenting and user-centric design to an ongoing exploration of trends and technology that are reshaping the marketing industry. Sounds awesome, right? Here are the 3 top reasons to apply to this amazing course. We keep it real. Quinn Rodriguez, a former Insights Lab student, said, 'My one word to describe this course so far is realistic. It's boosted my confidence as far as seeing where what I'm learning in class intersects with the real world and given me a really great idea of how many jobs and types of people are in the agency." Planning team talking strategy. It's experience-driven. The 3-hour class consists of an instructional and practical application components. For example, during the User Experience portion of the course, our Director of UX, shared the fundamentals of user experience and information architecture. Then, he challenged students to design user stories and wireframes for a current AMP client. The end result: students have a valuable piece of digital work to add to their portfolio. Additional portfolio pieces include: Brand Essence Description Critical Thinking Blog Posts/ Writing Samples Creative Brief Consumer Persona Development Paper Prototypes Integrated Marketing Proposal for Fortune 500 Marketer Brainstorm session. Connections. We're in the business of building relationships, and this course is no different. You meet, learn and network with your peers, AMP employees, brand marketers and the designated client. We attract some pretty legit clients too. Our client roster has included the following: 1st Semester: The City of Boston 2nd Semester: Students developed an integrated marketing strategy for SKYN and presented to SKYN's VP of Sales & Marketing, North America 3rd Semester: Students will present an integrated marketing plan for UNO's Pizzeria and Grill, presenting to the Chief Marketing Officer (CMO) Client Kickoff: SKYN client briefing the teams. Sound like the best class ever? To join, apply here by November 19, 2015.