In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for October 2019. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Google Doodles Drive The Top Queried Terms The two terms with the most volume last month were showcased as Google Doodles. Joseph Antoine Ferdinand Plateau - Oct. 13th - 10 Million+ queries Sylvia Plath - Oct. 26th - 10 Million+ queries Both of these Doodles were created to celebrate each of these historical figures’ birthdays, but the queries were collected as the top queried keyword for the day prior to their actual birthday. For example, even though “Sylvia Plath” was the top keyword for October 26th, her birthday is the 27th. We’re not sure how Google is calculating the timing of these queries. If these numbers are generated by the US audience, it doesn’t make sense why they do not correlate with the day the Doodle was posted. Sports Queries Dominate October Of the 93 keyword phrases that we collected for the month of October, 55 of them were related to sports. The majority of the terms were related to Major League Baseball (21) and the NFL (20). The phrase “World Series” got the most queries for the month on October 30th with 5 Million+. This date coincided with Game 7 of the series. Many of the queries related to sports were team names: 10/3/2019 - Seahawks - 2,000,000+ 10/5/2019 - Cowboys - 2,000,000+ 10/6/2019 - Chiefs - 2,000,000+ 10/7/2019 - 49ers - 2,000,000+ 10/9/2019 - Dodgers - 2,000,000+ 10/9/2019 - Braves - 2,000,000+ 10/10/2019 - Patriots - 2,000,000+ 10/13/2019 - Seahawks - 2,000,000+ 10/14/2019 - Packers - 2,000,000+ 10/15/2019 - Yankees - 2,000,000+ 10/21/2019 - Patriots - 2,000,000+ 10/22/2019 - Astros - 2,000,000+ 10/27/2019 - Packers - 2,000,000+ 10/27/2019 - Patriots - 2,000,000+ AMP theorizes these queries were driven by users who wanted to know the score of the game that the team is playing based on the dates attached to these queries. Teams with large fan bases make the top three phrases where other teams do not. A Few Movie Keywords Made The Cut Google Search trends can be used as a predictor of successful opening weekend of a film or how large the buzz is around a certain picture. Two queries made the list in October: 10/3/2019 - Joker - 1,000,000+ 10/21/2019 - Star Wars trailer- 1,000,000+ Joker had a record breaking weekend at the box office. The interest of the Star Wars trailer is high, but it does not compare to the volume of queries associated with the keywords for the previous sequel trilogy films. Looking at Google Search Trends data over the past five years, the interest related to the latest Star Wars trailer is lower than it was for the films that were released in 2015 and 2017. This may be an indication that the upcoming film may not make as much. Interest In New Tech Apple and Google had a few of their new products make the list in October: 10/28/2019 - AirPods pro - 1,000,000+ 10/15/2019 - Pixel 4 - 500,000+ Clearly, fans of Apple are excited about the earbuds. It’s interesting that the new Google flagship phone didn’t drive as many queries as the iPhone 11. Will Google make a Doodle of its new phone? Probably not. Every Day is a Holiday Did you know that October 3rd was National Boyfriend Day? Me neither – but it drove over a million queries. We have been looking at the popularity of these non-traditional holidays over time. Here’s how National Boyfriend Day has been trending over the last 5 years: Looking at the peaks over the last 5 years, this holiday drove more search interest back in 2018 than 2019. Along with the big spikes that correspond with the actual date of the holiday, there is a complementary one that occurs a couple of months prior. The smaller spike is triggered by another holiday – National Girlfriend Day. It happens on August 1. We compared these phrases to see what the volumes looked like side by side: When we look at this view over the last 12 months, it is clear that these two holidays are intertwined. I wonder what discussions take place when National Girlfriend Day happens. Do boyfriends search for their day to see when they will get repaid for celebrating the holiday for their girlfriend? Is the lower spike of “national girlfriend day” during the timeframe of October 3rd indicative of boyfriends’ lack of planning for next year? There are just so many questions. New Holidays = New Opportunity All joking aside, these non-traditional holidays have been appearing throughout the year. AMP Agency has been looking into these types of phrases to understand if they are gaining in popularity. If we can get ahead of these trends, it can be fruitful for our clients as it makes sense for them to own or run promotions that coincide with some of these holidays. Now that October has wrapped up, we’re excited to see what trends November brings. See you next month!
We’re proud to announce that our courageous campaign work with Eastern Bank won three MarCom Awards today, alongside their other agency partner, Skyword. Congratulations to our client, Eastern Bank, on this honorable distinction. Gold Award for Social Engagement Platinum Award for Social Campaign Platinum Award for Social Ad Campaign The awards honor Eastern Bank's commitment to supporting the LGBTQ community and their Good Votes campaign. When a Massachusetts ballot question during midterm elections threatened the rights of our transgender community, we knew we had to take action. The Good Votes campaign was about fighting for and giving a voice to the marginalized. It was about protecting the human rights of our transgender friends, family, and neighbors in Massachusetts. And it was about getting the New England community to join Eastern Bank for good. We're proud to say, it did exactly that. The campaign garnered 11,300+ reactions, comments and shares on social leading to a 72% lift in engagement rate. The results showed in market as we well with 68% of MA voters voting to uphold transgender rights and MA voters casting a record high of 3MM votes with a 60% voter turnout. Appreciation from Eastern Bank’s audience was evident in social comments too – "In a time when literally every "sage" in the industry would tell a brand not to "choose sides," thank you for knowing the difference between issues of human rights and dignity and merely debatable options. Your brand's staunch visible backing of LGBTIA concerns is noted and appreciated time and time again" –Social user You can learn more about the campaign here: https://joinusforgood.com/category/good-in-action/good-votes/ Or you can check it out on the MarCom winners list at here. Again, congratulations to Eastern Bank. We are incredibly proud to be your partner.
“What keywords are trending?” It’s the question people ask me all the time SEO. That’s why, in an effort to answer it, I have been collecting Google Search Trends data since the beginning of the year. As anyone who has used Google Trends will tell you, this tool provides quick information to see directional data on anywhere between one keyword to five keywords presented over time. When you want to gather information on trending terms around topics, however, things get a bit more time-intensive. I believe you really need to put in time to pull data on a regular basis and review it as you go to get the best insights – so that’s precisely what I’ve been doing. To-date, I have two initiatives going – one is at a macro-level, and the other is at a micro-level. The micro-level initiative is focused on understanding search volume growth around keywords that are related to some of my client’s top products and services. We’re constantly digging in to see what the latest rising and top terms are and then conducting further research and analysis on them using the Google Trends tool. The macro-level initiative is structured towards gaining a better understanding of the most popular queries are on any given day. With the help of my teammate Brandon Ma, we have been pulling the top three keyword phrases in terms of search volume as reported by Google every day. This data pull and analysis has given us some understanding of what drives people to query Google in the moment, what topics people have been interested in this month, and what we can learn from it. Ultimately, we are putting in the work to provide insights for our team and our clients to utilize this free Google tool to its full extent. In this blog post, I am presenting the findings for the top searched terms from the US in the month of September 2019 from Google’s Daily Search Trends found here: https://trends.google.com/trends/trendingsearches/daily?geo=US Each of the top three terms was recorded with the number of queries that keyword drove for that specific day. Google reports estimations in round numbers with a plus sign next to the number to denote the exact count is somewhere above the number shown. The scale that we saw for the top three keywords last month topped out at 10,000,000+ and the lower limit was at 200,000+. Here are some of the observations we had after looking at the data. Google Doodles Drive Searches Google drives searches in its engine by changing its logo via its long-running Google Doodle program. Changing their logo entices users who visit the homepage of Google, open their app, or open a new tab in Chrome to click on the Doodle and, in turn, query the engine. The majority of the keywords that were reported to have 10MM+ queries for the month of September in the US were presented as Google Doodles: Ynes Mexia – Mexican-American botanist and explorer in honor of Hispanic Heritage Month (9/15) Rugby World Cup – Opening Day of the tournament (9/19) Junko Tabei – First woman to reach the summit of Mt. Everest, celebrating what would have been her 80th birthday (9/22) Fall Season – Noting the first day of Autumn (9/23) Google – A doodle to celebrate the engine’s 21st birthday – somebody buy it a beer! (9/27) Sports Interest Fuels Queries With the NFL season kicking off in September, it has dominated as the top trending topic of the month. An NFL related phrase took the top queried term of the day 11 times throughout the month. Here are some of the highlights: Antonio Brown – 2MM+ (9/4) NFL – 5MM+ (9/5) NFL – 5MM+ (9/7) Thursday Night Football – 2MM+ (9/12) Antonio Brown – 2MM+ (9/20) Eagles vs. Packers – 5MM+ (9/26) Since I have been looking at these top phrases since the beginning of the year, Google Trends data certainly supports the popularity of the NFL over all other American professional sports leagues. As for most popular teams, the Cowboys are the top driver of team name search queries. The Patriots come in second for the month of September, but I am sure they’ll be number one again when it matters. TV Show Premieres Are Search Worthy With the new Fall TV season, people are still Googling their favorite network TV shows. American Horror Story – 500K+ (9/18) This Is Us – 500K+ (9/24) Masked Singer – 500K+ (9/25) Some other TV events also made our list: AGT Winner 2019 – 500K+ (9/17) Emmys 2019 – 2MM+ (9/23) Although their popularity is waning, Primetime TV shows still get attention for their premieres. The Top Tech Keywords Hot new video platforms and the latest iPhones drove millions of queries last month. Tiktok – 2MM+ (9/6) iPhone 11 – 5MM+ (9/9) iPhone 11 Pro – 2MM+ (9/10) Marketers have been keeping an eye on Tiktok as a new platform to reach audiences. With the spike of search interest in early September, Google Trends is showing that user interest is increasing. Searches Related to Politics Queries related to the national politics made the top daily searches in the month of September. Democratic Debate – 2MM+ (9/11) Impeachment – 1MM+ (9/23) Trump – 2MM+ (9/24) Whistleblower Complaint – 1MM+ (9/25) News stories typically drive queries as people seek to learn more about events as they happen. It’s fascinating to see the progression of the presidential impeachment inquiry. Conclusion After pulling the top three queries each day for 30 days, we garnered a list of 90 phrases by the end of September. Looking over these phrases as a whole and segmenting them by our own categorization, it’s clear Sports and Entertainment related keywords spur the most searches. Sports keywords made up 38 of the 90 phrases. They were mostly NFL related with instances of college football, tennis stars, and Champions League soccer (sorry, football). Entertainment keywords took 26 slots of the 90 total keywords. Sadly, celebrity deaths made up a good chunk of those queries (RIP Eddie Money and Ric Ocasek). Other queries were related to premieres or releases. Just like TV shows, movie titles also made the list. We probably could have predicted big opening weekends for It: Chapter 2 and Ad Astra based on the keyword search volume each of them had in September alone. Now that we have this collection of data and high-level analysis, we are eager to know more. Was the search interest around this year’s season opener bigger or smaller than last year? What are the top rising phrases related to Fall? Was the release of the iPhone 11 as big as X? Once we dig in further, we’ll have some valuable insights to share with our teams and clients. See you next month!
The year was 2018. Meghan Markle married into the British Royal Family, Mamma Mia 2! Here We Go Again hit theaters, and AMP Agency kick-started efforts that grew into its Volunteer & Giving Program. It all began when program co-founders Alyssa McBryar and Thalia Rivera Ortiz expressed the desire to start a formal volunteer and giving practice in the AMP Boston office. Met with excitement from executive management, McBryar and Ortiz started working together to source local organizations for AMP to support, set up volunteer and giving opportunities, and engage employees on a monthly basis. Our program’s first year was well-received by Boston AMPers, finding successes in both in-office and out-of-office efforts. Since then, our Volunteer & Giving Program has expanded to AMP offices across the country, unifying our volunteer efforts and establishing them as a strength of our agency. AMP has donated 535 hours across 19 organizations, helping nearly 12,000 people throughout the country, and counting. The way it works. In an effort to align with employee values and make the AMP Volunteer & Giving Program more comprehensive and intentional, we’ve established quarterly cause themes based on top causes near and dear to our employees’ hearts. These themes unify efforts nationally and help us measure meaningful impact in the following areas: (Q1) Hunger & Homelessness, (Q2) Sustainability, (Q3) Health, Wellness, and Disabilities and (Q4) Children. So far, so good. As we’re wrapping up the third quarter of the year, we are excited to share the success we’ve seen through our volunteer program – from the number of volunteers who have participated, the lives we have helped, and the impact we’ve had on the planet. Fighting hunger and homelessness. Q1 saw us serve 100 hours across 5 hunger- and homelessness-focused organizations, creating a positive impact on 2,100 people. With Cradles to Crayons, we collectively donated 60 items and helped sort even more clothes and toys in the organization’s warehouse for 142 children in need. At the Greater Boston Food Bank, we unloaded 4,000+ lbs of food that were then set up in the cafeteria of the Orchard Gardens school so parents & families in need could ‘shop’ for free food. This helped relieve hunger for over 430 adults, children, and seniors. We also helped distribute over 20 Cradles to Crayons ‘kid packs’ filled with essentials to caretakers in the same space. As an in-office effort, we collectively donated 100+ essential items to poor and homeless women and their children through Rosie’s Place. For the Salvation Army, we donated enough clothes to help 200 people in need. With FareStart, we packed over 100 lunches and prepared dinners and desserts that were ultimately served to approximately 1,100 people in need through social service and school programs. Taking care of the planet. Turning our focus toward sustainability in Q2, we volunteered 295 hours at 6 organizations, helping not only 130 people, but the planet as a whole. For the Big Sister Association of Greater Boston, we collected 40 special occasion dresses in our office and donated them to the Big Sister’s Dream Dress Drive. Through this program, young girls can go “shopping” for a dress that will make them feel special on big days from Quiceneras to Prom. With the Fenway Park Green Team, we collected over 10 huge bags of recyclables from ballpark patrons between innings, helping to ensure items made it to the recycling instead of the trash or the ground. We helped clean up the Mass Audubon Society nature properties at their Mattapan location. This included trimming back branches from the fence, and filling multiple large bags with trash from the street and the property. As an in-office effort, AMPers took part in a Sustainability Challenge. Throughout the course of a week, we made the commitment to form more sustainable daily habits, like avoiding single-use plastics, using public transit, and turning off our laptops each day. We managed to keep over 500 items out of landfills by using reusable items, saved nearly 50,000 gallons of water by eating over 100 meatless meals, and prevented the emission of over 200 pounds of greenhouse gas by taking alternative transportation. Working with Community Lunch on Capitol Hill, we were able to provide hot, nutritious meals and survival services to low-income families and those experiencing homelessness. As part of Heal the Bay, we worked with over 500 volunteers over the course of an hour to clean up Redondo Beach, removing a total of 130lbs of trash from the shore. Leading happy, healthy lives. For Q3, we pivoted our volunteering efforts toward organizations that focus on bettering health, wellness, and inclusivity in our local communities. With the Boston Living Center, we prepared and served meals for over 100 local community members living with HIV. At the Ellie Bloom Special Olympics, we helped coach and cheer on 150 Special Olympics participants at various events throughout their big day. Supporting in style. On top of our volunteer program expansion, 2019 also welcomed the debut of our AMP Volunteer t-shirts. Designed by our very own Rick Dias from our LA office, these shirts have been given out to every AMPer who donates their time participating in our program. And to think, we have a whole quarter left to do some good. So far, it’s been nothing short of a fantastic year for our AMP Volunteering & Giving program. While we’ve already seen great success, there’s still so much more we can do. With the final quarter of 2019 left and many more volunteer opportunities on the horizon, we’re excited to see where our efforts take us next. After all, helping our clients is what brings us together. And together, helping our community is what makes us proud to call ourselves AMP Agency.
This week, Adweek debuted its first-ever Adweek 100: Fastest Growing Agencies list. We’re excited to share that AMP made it! Comprised of organizations from around the world, this select list celebrates agencies of all sizes who have achieved significant financial growth over the past three years and whose industry presence is on the rise. Doug Zanger, Adweek senior editor for creativity and agencies, shared, “We are thrilled to be presenting this honor to a wide range of successful agencies covering 21 different disciplines. From full-service to performance, creative consultancies to experiential, we see a very bright future for agencies and this award is a testament to these award winners’ drive and dedication to the industry.” The Growth That Got Us Here Our growth starts with our people. When our CEO, Gary Colen co-founded AMP in 1994 (headquartered in his garage – true story), we started off as a regional experiential agency focused on engagement with college students and grew to be one of the most respected college activation agencies in the country. Since then, AMP has transformed into an award-winning, digital-first, full-service marketing agency that continues to expand through organic growth and mergers & acquisitions. From our humble beginnings, the agency is now over 300 talented people across our offices in Boston, New York, Seattle, and Los Angeles. We stay tightly connected to our sister agency Adlucent in Austin, TX, a group of 100+ experienced performance marketers that gives us and our partners a competitive edge in ecommerce solutions. The entrepreneurial spirit from our co-founders continues to be a driving force within the agency and fuels our passion to create unconventional ideas that grow brands. That’s why our growth is truly a testament of our people and the platforms created within our company. We’ve been able to attract an amazing staff that’s courageous, collaborative, genuinely curious to explore beyond the status quo and hungry to make a difference. Collectively, we share a continued vision to evolve that keeps us inspired to not only develop new capabilities as an agency, but become a place where marketers can work, learn and lead through many industry transformations. Over the last three years, our development has led to many new strategic partnerships. Gary sums it up best, “Clients come to us because in today’s complex marketing landscape, they need a partner with a radical approach to creativity. We enable small, intensely integrated teams with varied skill sets. Our teams question industry norms, allowing us to connect disparate dots in new, unexpected ways and drive businesses forward.” Our expansion is not growth for the sake of growth. We’re honing in on the evolution of communication channels, leveraging data and advanced measurement capabilities, designing custom experiences, and applying creativity to everything we do while not forgetting the power of an experiential campaign. We’re excited to continue to create strong, groundbreaking work for our clients, take on new brand partnerships and projects throughout the process, and welcome new talent along the way. Now, We’d Like to Say Thank You Being featured on Adweek's list of the 100 Fastest Growing Agencies as an established mid-sized agency with 20 years in the industry is a great accomplishment. We’re very proud. But more importantly, we’re in this game for our clients and helping them deliver. It’s the trust and confidence these partnerships have put into our capabilities that has catapulted us into the agency we are today, and for that, we could not be more grateful. Thank you to every client who has supported us, both since our founding in 1994 and throughout these past three years. Looking back at how much our agency has grown, we could not be more proud. And when it comes to looking toward where we’re headed, all we can say is: we’re amped.
HubSpot’s INBOUND 2019 conference has come and gone, and the event has grown in size with over 26,000 marketers, salespeople, and customer success professionals flocking to the Boston Convention and Exhibition Center for a week of learning and inspiration. This year’s INBOUND featured spotlight sessions from industry leaders Alexis Ohanian, co-founder of Redditt, Sal Khan, founder and CEO of Khan Academy, and of course HubSpot co-founders Brian Halligan and Dharmesh Shah among several others. After sitting through hours of inspiring sessions, here are three of my most important takeaways from INBOUND 2019. 1. Embrace diversity. 2. Create a frictionless customer experience. 3. Be human. Embrace Diversity Diversity is an important topic of conversation across almost every industry, which was evident at this year’s INBOUND. In Dharmesh Shah’s presentation, he showed an image that displayed the lack of educational diversity at HubSpot in the early stage of the company, and further commented on how he was the only non-white team member. With so many similar people, he reflected that outsiders interested in joining HubSpot would have had a hard time fitting in. He expressed that one of HubSpot’s biggest early mistakes was how little they focused on diversity. When you lack diversity, you’re missing out on varying perspectives that can help lead your company to greater success and growth. To prove this, Shah told the story about when YouTube first launched their global app, they came across a peculiar phenomenon. They noticed that a notable amount of people were uploading videos upside down. Around 10% of videos were being uploaded upside down, and they couldn't figure out why. The answer, however, was very simple. Ten percent of the population is left-handed, and hold their phones differently than right-handed individuals, making the videos appear upside down. You may ask, why didn’t the YouTube team catch this? Again a simple answer: nobody on the team was left-handed, therefore they lacked that perspective. Shah went on to explain that companies hiring for diversity over “personality fit” are at an advantage. Hiring for personality fit breeds a sea of sameness. Instead, when differing yet complementary people intersect, we build better relationships and therefore better companies. We’re able to gain insight into perspectives different from our own and create something great from our differences. Create a Frictionless Customer Experience In such a crowded modern market place, it’s harder than ever before to stand out from your competition. This has led to a growing number of companies emerging as disruptors in their industry, including Doordash, Netflix, and Lyft. Unlike in the past, these companies aren’t your normal tech disruptors like Google, Apple, and Tesla. HubSpot CEO Brian Halligan refers to them instead as “Experience Disruptors”. What makes a company an experience disruptor you may ask? According to Halligan, the new breed of disruptors focus on experience-market fit rather than product-market fit. What that means is that these disruptors all have great products but an even better customer experience. Five year old Carvana set out to create a whole new way to buy a car and have already become one of the largest car dealers in the United States. What do they do differently from their competition? They take the hassle out of car shopping. Customers are able to go online, shop for the car they’re looking for and order it online. Carvana will even take care of the boring paperwork, registration, and taxes, while you wait at home for your new car that will arrive at the time and place of your choosing. Sounds risky buying a car online right? Not with Carvana. You have seven days of driving to see if the car is a fit for you and if not, you can simply return the car no questions asked. So to Halligan’s point, Carvana and other experience disruptors don’t always have the best product, but what they do have is a frictionless customer experience that makes the customer’s life easier and encourages them to come back for more. How they sell to the consumer is why they win and is why they’ll continue to grow until the competition catches up. Be Human There was one prominent theme throughout INBOUND that many of the spotlight speakers touched upon in one way or another. That theme is that being a humane person can go a long way. That should come as no surprise, but in the business world that isn’t always the case. Keep reading to find out what some of the industry leading speakers had to say about the topic. Fighting for Paid Family Leave Ohanian spent most of his spotlight session discussing paid family leave. He has made it his goal to fight for equal parental leave for both men and women in an effort to erase the negative stigma of taking time off after having a child. That is why Reddit offers four months of paid family leave for all of their employees including Ohanian himself who took four months of family leave when his wife, tennis legend Serena Williams, gave birth to their first child. Reddit’s policy allows all employees, no matter their position, to spend time with their family without having to choose between returning to work early or losing their job. Shifting Perspectives Through Advocacy Bryan Stevenson, a public interest lawyer and founder of the Equal Justice Initiative in Alabama, has dedicated his career to helping the poor, the incarcerated, and the condemned. His story that stuck with me the most was about a prison guard who harassed Stevenson due to the color of his skin when he tried to visit a client he was representing at the prison. He made Stevenson’s typically friction-less lawyer check-in process intentionally long and degrading, including an unusual request for Stevenson’s bar card and a strip search. The next time he saw the guard was from across the courtroom, while he represented his client suffering from mental illness who had lived in 29 foster homes by the time he was nine years old. . When Stevenson returned to the prison to visit his client, the same guard was working, but this time something was different about him. To Stevenson’s surprise, the guard allowed Stevenson to enter the prison with no issues. With his hands shaking and face flushed, the guard told Stevenson that he had also been in a number of foster homes growing up. He said, “At the courthouse, I was listening to you. I think what you’re doing is a good thing. I hope you keep fighting for justice.” Stevenson’s message was clear. Although we have our differences, Stevenson urged the audience not to give up on the hope that people have the ability to change for the better and connect on a human level. Creating Access Founder and CEO of Khan Academy, Sal Khan shared some remarkable background about his company and how it has come to provide free online learning tools to more than 62 million users in 190 countries across the world. In what started as a fun project to help tutor his cousins, Khan quickly realized the full potential of Khan Academy, which led to him quitting his job at a hedge fund to work on building his nonprofit full time. His mission is to provide a free, world-class education for anyone, anywhere. He shared stories from across the world of how his platform is helping people of all ages and backgrounds.From a young girl in an orphanage in Mongolia to the children of Bill Gates --they all have the same tools to learn with Khan Academy. INBOUND 2019 already has us looking forward to INBOUND 2020. We’ll see you there.
The Strategy team at AMP is on a mission to better understand marketers’ most sought-after consumer segments. Each week, individuals from these segments take over @AMP_Agency Instagram stories to give us a peek into their world as part of our digital ethnography series, “Through Their Eyes.” Throughout June and July, we focused on millennials who are in the midst of planning their weddings and saw the world from the perspective of Jillian from Allentown, PA, Casey from Chicago, and Haley and John from Boston. As marketers, we frequently consider how to reach and resonate with our audiences during times of pivotal life moments. This month, we decided to focus on the time leading up to what is often considered to be the “most important day of your life” – your wedding day. How are engaged millennials posting on their Instagram Stories during this time? What do they consider to be the elements of their day worth showcasing? Keep reading to find out. The way to the heart is still through the stomach Yes, learning to co-manage meal routines is integral to cohabitating (see our earlier Grocery Diaries reflection for more here), but our participants’ Stories also reminded us that sharing meals together is still the perfect setting for creating memories as a couple. Food is especially important to Haley and John, as they met at culinary school, and their Stories showed the small ways in which food helps them “play house” as a couple and demonstrate their care for one another: John made Haley breakfast, while Haley texted John a photo of the quiche she was making for him in turn later that day. Food also plays a role beyond the day-to-day drudgery, as we saw Jillian and her fiancé’s spread at a taco date night, as well as Casey and her fiancé posing at the dinner table during their friend’s wedding reception. The New York Times understands the hecticness of this time in fiancés’ lives and the power of food to force a couple to slow down and enjoy each other – in their robust How to Plan a Wedding guide, they even go so far as to instruct the reader to take a break from wedding plan and go on a date. There’s opportunity for brands in relevant industries like food, restaurant, and grocery to remind millennials at the wedding planning stage that they deserve a break. Food is love: (L to R) John cooks Haley breakfast, Jillian enjoys date night, and Casey poses at the dinner table during her friend’s wedding reception. Everyone else in their life is getting married and having babies too While culture likes to romanticize weddings as a time to completely celebrate oneself and one’s partner, in reality this time is extra stressful because fiancés aren’t just planning their own affairs – they’re spending considerable time and money attending and participating in their millennial friends’ similar milestones and events. While the average wedding in 2019 cost almost $39,000, nearly 20% of millennials say they’ve also spent $1,000+ to attend a friend’s wedding. In fact, our soon-to-be-Mrs. Casey, chose to take over our Story on a day when she was a bridesmaid in a friend’s wedding. We followed as she got ready (in matching wedding tribe tees), put on her bridesmaid dress, and enjoyed the beautiful venue. While it was undoubtedly a day filled with love and memories, we were reminded that in an already financially-stressful time, wedding expenses go beyond those for a bride and groom’s own big day. While financial tools like Ellevest for wealth management or The Knot for wedding planning help fiancés save for a wedding and keep an event budget, brands like these could expand their offerings by helping millennials also account for the money they need to save in order to participate in friends’ celebrations in the same time period. While planning their own weddings, brides and grooms may also be participating in – and budgeting for – friends’ marital events. Every fun wedding extra, like Bride Tribe t-shirts, should be factored into budgets for brides, grooms, and members of the wedding party. “I’m in love, I’m in love, and I don’t care who knows it!” At the end of the day, our Millennial Fiancés warmed our hearts. (And maybe that’s because of the prolific use of heart emojis, gifs, and stickers they used on their Stories.) By following the days of Jillian, Casey, and Haley and John, one couldn’t help but sense the wave of positive energy that comes over an engaged couple during this exciting time in their lives. And while the “big” moments, like Jillian’s wedding band shopping, surely set off a surge of emotion, Instagram Stories also continues to be an arena for sharing all the “small” details that might make a fiancé smile when spending the day with the one they love, like Jillian taking her partner to the site of her childhood summer camp, or Haley driving John to work. When brands speak with millennials, who are likely in the midst of major life events, they shouldn’t forget utilizing imagery and copy that also celebrates everyday life and the small moments that make it all worth it. Don’t forget the small stuff: While Instagram is of course ideal for posting about big milestones, like Jillian’s wedding band shopping (L), you can also feel couples’ excitement as they experience “regular” days with their partner.
The 21st century food shopping experience is all about efficiently streamlining tasks. This is evident not just through significant investments in eCommerce, but also through the rise in delivery service offerings. Online food delivery is booming in particular — the number of Americans who have ordered food online has grown from 17 to 24 percent in the past year. With so many options available, I grew curious about the details differentiating each app’s respective shopping experience. I decided to order from a different app each day for four days, journaling my thoughts while munching on salad one day and sipping soup the next. Convenience means comfort — especially for online food delivery It was a Wednesday night, and I had ordered a soup from my favorite restaurant, eager to maximize my comfiness after a tiring day. After two respective days of UberEats and Postmates, I had settled into a pleasant routine of online food ordering. When I saw that my “Dasher” (of the DoorDash app) had arrived, I summoned up the strength to pause my show, leave my couch, and walk to the door. After receiving my food, I collapsed back on the couch. Upon opening the bag, however, I was disappointed to find that there was no spoon for my soup. I sighed, paused Mad Men, turned on the lights, and made my way to the kitchen. I thought back. Did I forget to indicate that I wanted utensils? Was there a field that suggested including them? Perhaps an “add note” section? Pictured: my squash soup and the accompanying slices of bread. Peeking out in the top right is the infamous spoon from my kitchen. Brand takeaway: My primary reason for ordering food delivery wasn’t just about convenience - I had a vision of curling up in front of a show in my pajamas, and treating myself to minimal movement and maximal indulgence. While the spoon debacle wasn’t catastrophic, it interrupted that vision. If delivery services can identify the true need-states they fulfil, they can better cater to them — and ensure that shoppers have the most seamless ordering experience as possible. Trusting tech is hard. Inputting one’s preferences on an app — without any human interaction — leaves room for doubt. What if the kitchen messes up my order or the app glitches? What if the driver doesn’t get my note to come up to the 8th floor of my office building? I sat in my office’s lobby, this last question lingering in my mind. I saw on the Postmates tracking system that my driver was “here,” but I didn’t see him. Did my Postmate leave the food in the downstairs lobby? Was he in the elevator? Was he waiting for me to meet him outside? After a few minutes, I gave up, went down 8 floors, and saw my food waiting for me at the front desk. The receipt taped to my salad didn’t have the full address I wrote in the app, which included “AMP Agency, 8th floor.” Brand takeaway: Two-way communication is key. As technologically advanced as today’s shopping experience is, there’s always room for error when relaying information. Shoppers will naturally worry about an app acting as a middleman between them and their food. To lessen this worry delivery services can assure the shopper that their unique details have been “seen” by their driver, maybe even sending them a notification of a “read receipt.” It feels good to feel heard. Scrolling through DoorDash’s restaurant options, I hoped to see the bahn mi sandwich cafe just a couple miles away. I searched for “Vietnamese.” It appeared, alongside a button that said “request,” suggesting an option to add the restaurant to DoorDash’s offerings. Wow, I thought. They care about what I want! A screenshot of me single-handedly bettering Boston’s bahn mi delivery scene. Brand takeaway: No reasonable customer expects for a food delivery app to mirror their every preference. A small gesture that acknowledges a shopper’s wants (accompanied with the hope of fulfilling them), validates the shopper. This subtle approach to customer satisfaction allows the shopper to feel both that their opinion matters, and that the app genuinely wishes to improve its service. Superlatives Like many consumers, I honed my preferences by trying multiple services. I like to think that I’m now qualified enough to assign (subjective) superlatives to each app’s respective customer experience. Best delivery time predictor: UberEats Of all the apps, UberEats was the only one that didn’t adjust its delivery time, estimating the total cooking and delivery time very well. Would recommend for squeezing meals in between meetings. Best first-delivery perks: Doordash I still don’t understand whether I stumbled upon some month-of-July promotion or if the first delivery fee is always waived. Regardless, my frugal self was pleased at this opportunity to save some money. Best notification experience: Grubhub While some apps blasted my phone with notifications via app, email, and text, Grubhub let me manually input how I wished to be notified upon arrival of my food. I typed “please call when you’re outside” and my request was fulfilled. A blank canvas for notification preferences Best delivery flexibility: Postmates Free delivery if I join a “party?” By. All. Means. Postmates’s “party” option allows one’s delivery to be pooled with others in the area. The catch: delivery time could be as long as an hour. Without pressing appointments, party-ing is a lovely option to save on delivery costs. Extrovert, introvert, dancer – or not – Postmates has a “party” for all. Most likely to use again: UberEats A delivery fee cheaper than others, many restaurant options, and a familiar GPS format (I take the occasional Uber, so I’m biased), UberEats is my food delivery app of choice. Bonus perks: The UberRewards program. With every eligible meal and Uber ride, I get points that I can use for either.
Confession: I am a Fitting Roomer. I read this fashion industry term recently in a swirl of shame as the article identified my exact online shopping behavior: buying multiple sizes in an item with the intent to try them on at home, keep the one that fits, and return the others. My entire spring/summer wardrobe was purchased online, with at least 50% returned. I could hear the fashion execs whispering tsk tsk in my ear, admonishing me for what some have called the ticking time bomb of costly retail returns. Apparently we Fitting Roomers are terrible for the bottom line. We’re taking advantage of the system. Amazon has even banned the most extreme habitual returners, identifying us as bad for business. Except we’re not. E-commerce fashion is a $545 billion industry and growing. This growth is fueled by convenience including the ability to return: 88% of online shoppers appreciate shopping day or night and easily finding products. And free shipping and returns are the top factors making people more likely to shop online. Without a good shipping and return policy, retailers lose a huge chunk of sales. Because here’s the thing. Shopping for clothes online isn’t like shopping for other goods. It’s not just the quality that matters, or that items are true to their online representation. You may receive a beautiful blouse in the mail that every bit lives up to its description and photo, but when you put it on you happen to look more frumpy than sophisticated. Those amazingly edgy, high quality jeans might be the epitome of your personal style, but they also just might squeeze you in all the wrong places. The top two reasons for online returns are “size too small,” and “size too large.” In other words, a key part of what drives apparel purchase is how the clothes fit on your body. It’s why every brick-and-mortar retail location has dressing rooms. With clothes, you need to try before you buy. So when considering the state of online returns, retailers are making one fatal mistake. They’re thinking of online returns as a follow-up to the buying process, when in fact they’re part of the shopping process. We Fitting Roomers don’t think of paying for multiple sizes online as akin to buying and returning. We think of it as a sort of refundable deposit to try on clothes we haven’t committed to yet. Fitting Roomers aren’t taking advantage of the system. They’re showing brands what an online shopping process looks like when you need to try before you buy. Andrew Bowden, Sr. Manager of Product Marketing at TradeGecko, an inventory management software company, understands that for brands to avoid getting gouged by growing customer return habits, they need to think of it as part of the larger experience. “The most important question to ask when assessing your reverse logistics process,” he recently told Shopify, “is whether or not you’re designing and optimizing the experience for the customer or your business — ideally it’s a mix of both. When in doubt, default to the customer.” Instead of punishing or dissuading the shopping behavior of fitting rooming, why not embrace it? What would the online retail customer experience look like if we shift the way we think of fitting rooming from a “return” to a “try-on?” Some are already doing this. Digitally native direct-to-consumer brands like ThirdLove and MM La Fleur have redefined the experience to embrace how the need to try on shapes a shopping journey. ThirdLove is so focused on fit, they incorporate an in-depth fit quiz before purchase and let customers return bras even after they’ve already been worn and put through the laundry. While I was trying on my new bra at home, I texted with a ThirdLove “Fit Stylist” for a new size recommendation. When I needed a new style, she provided the most seamless repackaging/shipping logistics I’ve encountered. Knowing this, I’m guessing they have an air-tight reverse logistics process built for efficiency and minimal cost, too. Over the last six months I’ve returned two bras. But I’ve kept five - and become a serial repeat customer. That’s a big deal when repeat purchases are the aim of a whopping 83% of shopping journeys. Digitally native DTC brands like MM La Fleur and ThirdLove build their retail customer experience to accommodate the need to find the perfect fit. It’s the more traditional retail brands that haven’t quite figured this out yet. Their struggle with the cost of returns leaves you guessing on how an item looks on a real body, receiving multiple packages that can’t be re-used, being charged extra fees, and printing labels. These brands look at Fitting Roomers as a problem to be combatted, but brands and customers both win if we shift how we perceive the role of returns in the online shopping journey. Because at the end of the day, we Fitting Roomers are not serial returners. We’re just online shoppers. Greer Pearce, VP of Strategy AMP is on a quest to humanize the total customer experience. This article is a part of AMP’s Customer Experience deep-dive series, where we take a first person approach to understanding the modern shopping experience.
Following a successful four-year stint at Columbia Sportswear, where he led all brand design efforts within marketing, Dan Richards has landed a new role as Group Creative Director at AMP Agency. At Columbia, Richards directed a robust team of designers, project managers, photographers, videographers and production designers, re-designed Columbia’s retail experience, and oversaw many additional seasonal global marketing initiatives. Richards will lead the AMP Seattle office’s creative and production studios, contribute to the agency’s thought leadership, while developing an updated creative approach to new business, and widening the firm’s experiential marketing opportunities. Richards, who is no stranger to fashion, outdoor and sports lifestyle brands, has already made an immediate impact at AMP Agency - his first assignment was to lead the creative, production and amplification teams throughout the RFP process for an assignment dedicated to Eddie Bauer’s 100th Anniversary, which will be celebrated in 2020. Richards and AMP Agency earned the title of Eddie Bauer’s 100th Anniversary AOR for the 18-month long experiential campaign that will debut in Q4 of 2019. "We believe brands that design better customer experiences lead the world in business performance,” said Gary Colen, CEO AMP Agency. “Dan’s experience matches perfectly with AMP Seattle’s expertise in creating immersive customer journeys that deliver exceptional brand experiences. His talents are core to heart of AMP Agency and he’s already shown that with team’s recent win of Eddie Bauer’s upcoming 100th Anniversary campaign.” “I’m thrilled to be a part of the AMP Agency family, which is an incredibly talented team comprised of thinkers, makers and amplifiers, and I’m excited at the chance to build even stronger connections, through experiential marketing, for our clients and their consumers,” said Richards. “It’s already been an amazing experience; within my first month I had the opportunity to work on RFPs and projects for brands including Eddie Bauer, Walmart, PUMA and The UPS Store, which is a wonderful way to establish our client base.” Throughout his career, Richards has earned a reputation for being a passionate, creative leader who excels at being a swell guy and, in his spare time, an avid birdwatcher. He is equally capable of designing a project from start to finish or directing a team to realize his vision. He leads with enthusiasm and thoughtfulness, creating strategies and outcomes that are bold and unexpected. Richards is also an expert diplomat. Able to broker solutions that satisfy business needs without compromising the intangibles that make design powerful. Former clients of Richards includes: Nike, ESPN, Dr. Martens, Adidas, Starbucks, Target, Columbia Sportswear, Sorel, Keen Footwear, GoLite, Reebok, Microsoft, Camelback, Yakima.