It’s been a long… um, year. We hope this finds you and yours well. Like many of you we’ve had our head down helping our clients, becoming homeschool teachers, working on ourselves – you may have noticed we’ve had some work done.
Your Market Watch
You know you can count on us to be watching everything that’s going on out there and give you the deets. Here’s what’s up:
- The Social Dilemma: Those outside the tech industry are catching wind of the power of social media and the potentially negative effects on our democracy and children. Why is this important? Brands need to be more aware of how they’re talking to their audience, why they’re talking, and messaging that is both socially aware in addition to benefiting the bottom line. Thoughtful marketing is more important now than ever.
- Rethinking Retail: With the ability to shop in person made more difficult due to the pandemic, many brands are opting for pop-up options for the holidays. Risk is lower with a higher reward. Have you thought about your holiday strategy while in the midst of COVID? Even if physical retail isn’t in the cards this year, there are other ways to break through to your audience.
- Influencer Backlash: Influencers have been catching some negative attention since COVID hit both from partner brands and their audience. Consumers are fully aware of “pay to play” strategies and weary of becoming clickbait associated with social issues. Strategic partnerships are vital for brands but must be carefully selected with authentic and true partners who value your product and can build a long term relationship.
What We’ve Been Up To:
BigStar: BigStar is an award-winning motion design and graphics studio that is experiencing growth in both talent and project recognition. OTC came on to amplify and define the agency’s brand identity along with expand their reach to new and prospective clients and talent.
- Brand Identity, Internal and External Messaging
- Social performance: Organic 20% increase in IG followers, 15K impressions, 7% growth on Twitter and 5% growth on LinkedIn in 5 months
- Client pitch wins: 2
- Website Refresh
Lindsay Neuren Group: OTC partnered with leading Austin realtor Lindsay Neuren to amplify the Lindsay Neuren Group brand through a bespoke strategy that focuses on growing their social following on Instagram, developing a robust advertising strategy with print ads and evergreen video content, and strategically crafting brand partnerships with local Austin brands to distinguish and elevate the Lindsay Neuren Group within the crowded realtor space.
- 15% Social Growth in followers over four months. Ideate content and saw efforts to tailor content to generate sales leads via social saw 1000%+ increase
- Messaging and tagline creation for Website, Social and Advertising copy
- Coordinated and creative directed advertisement creation, sourcing agencies for print and video advertising
One Two Collective: Like many clients we work with, 2020 has pushed us to re-evaluate our offerings and ensure that our own marketing strategy makes sense and aligns with the consumer climate we’ve seen shift over the course of the year. We’re still your reliable marketers in residence, we’ve just edited our focus to be what we feel is most relevant to clients today:
- Brand Building
- Marketing Strategy
- Social Strategy
- Experiential & Retail Optimization
These core services can easily bloom into neighboring areas, but focusing on these four areas maximizes marketing spend and gives the highest ROI to our customers. Browse our new site and get acquainted.
OK! Enough about us. How are you? No, for real, you’re being a stranger. Say hello and give us a follow.
We help companies of all sizes scale their marketing capabilities to expand brand reach and engage consumers across all touchpoints. We generate results by customizing consumer experiences through creating 360° marketing strategies from scratch or crafting targeted strategies to supplement an existing plan.
We’re not an agency,
We’re a part of your team.
Reach out to us at firstname.lastname@example.org to learn more.
Photo by Mitchell Luo on Unsplash
Navigating Uncharted Waters
The events of recent weeks have left brands in a tailspin and future challenges will continue to make themselves apparent. As marketers in residence, we’re tasked with helping our clients create and implement strategies that drive demand and loyalty and in trying times like these, we feel it’s important to drop the curtain and help as many people as we can. Over the next few weeks we’ll be sharing tips for how to strengthen your brand and stand out in a flooded market place.
Top Level Overview
- Now that you’ve had a moment to pause and reassess the framework of the situation, it’s time to reallocate your ad spend and strategically focus on the right customers.
- Rebalance your budget. Focus on growth and efficiency in marketing and R&D. Cut back on non essentials like fixed asset expenses or nice to have functions.
- Over invest in your current customers and new ways to reach them. Ask them what they need from you and make customer service your top priority. Deploy new ways to reach them outside of social media.
- Share positive stories and information- tell people where you’re at, show your teams that work tirelessly and get no credit. Give a face to the people in your company so that consumers are more likely to support you.
Next, focus on the brand:
- Think long term. This is an event that will change the way people think moving forward. You’re focusing on digital/social now but, what is your long term strategy for connecting on a human (or in-person) level?
- Be creative. Content is critical right now. To cut through the clutter, be empathetic to the situation, but find interesting ways to engage with consumers. Advertising prices drop during times of recession (and hopefully the economy will bounce back quickly) so this gives you a unique opportunity to increase your market share. So now might be the time to invest in a new creative strategy.
- This is the perfect time to work on your brand messaging and mission. Spend time focusing on your core offerings. Tragedy and the unknown makes consumers more aware of who they invest in, make sure your messaging is authentic and resonates with your audience.
A customer centric approach transcends the silos of digital vs physical marketing by utilizing a marketing strategy that prioritizes the interest of the consumers.
It’s no secret that Millennials have high expectations for their customer experience and offer a fierce brand loyalty in return. Millennials may be the outspoken voice leading the charge, but they have a significant influence on family spend and older generations of consumers are quickly following suit, showing affinity to brands who engage them with quality and authenticity.
So what can brands do to engage with Millennials consumers in a way that translates across generations and stays authentic to your brand? We believe the answer is integrating a customer centric approach to your overall marketing strategy and engaging with customers in a way that’s flexible enough to evolve as they do. Read on for our pillars of a customer centric marketing approach.
- Customer Communication: How you’re interacting with your customer sets the tone for the rest of your relationship. Are you talking at them or having a conversation with them? Millennials has a strong focus on quality and authenticity and want to see the brands they interact with be paying attention to them. A two way relationship is more valuable than a one way impression [+] and once trust has been established with Millennials, the transparency with their interactions creates a more valuable direct to consumer relationship. Social media and influencer marketing are a great tool for this as the younger generation is comfortable being completely transparent enabling brands with the chance to develop tailored campaigns by deep diving into their local differences and interacting with them in the manner that reflects how they want to be engaged.
- Concurrent Messaging: Ensuring that all of your channels are working together to get your message across creates a seamless end to end experience for your customer. Millennials is the first truly digital generation and enjoy actively engaging with brands whether that’s in physical experiences, social media or even participating in product design when given the opportunity. A recent study [footnote to link] advises that the key to winning the affinity of Millennials shoppers is by engaging their creativity, and ensuring they feel their values and preferences are being authentically acknowledged. In exchange for this high level of activity, they also have high standards for the opportunities brands create for them to partner with and simply targeting them with digital advertising won’t cut it you have to build out multiple channels and use them to engage this audience on multiple levels.
- Dig into Authenticity: In a nutshell, don’t be fake; they’ll see right through you. Millennials is practical yet skeptical and prefers to interact with brands who lead with authenticity and individualization. Interestingly, one way to approach this is by incorporating AR/VR into your in-store and online experiences allowing customers to view actual product and use cases they might encounter in real life. By encouraging hands on experiences that give a sense of surprise and delight and then rewarding participants you give consumers a sense of being a part of something and are allowing them to authentically contribute to your brand.
Millennials are setting the stage for how brands interact with consumers going forward. While there will always be shifts in the nature of marketing and advertising, the core values remain the same- stay true to your brand promise and engage with your consumer on their level and adapt based on how they respond
If you’re interested in having a no-pressure evaluation of your consumer experience, we’d love to chat. Drop us a line at email@example.com.