TCS: Trend Based Marketing - Tomorrow's Campaigns Today

This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
#tcs2017 facebook.com/RolandFrasierPage

Trendwatching.com
is an excellent
source of info on
innovations and
trends across all
industries
#DRA @RolandFrasier Source: TrendWatching.com
STATUS
SEEKERS
HELPFULL
PLAYSUMERS
YOUNIVERSE
BETTERMENT
JOYNING
EPHEMERAL
LOCAL LOVE
HUMAN BRANDS
POST-
DEMOGRAPHIC
FUZZYNOMICS
UBITECH
BETTER
BUSINESS
REMAPPED
PRICING
PANDEMONIUM
INFOLUST
Source: TrendWatching.com

Basic Needs & Wants
• Excitement
• Honesty
• Connection
• Self-Improvement
• Social Status
• Social Interaction
• Identity
• Transparency
• Fairness
• Creativity
• Entertainment
• Relevance
• Love
• Simplicity
• Recognition
• Security
Source: TrendWatching.com#tcs2017 facebook.com/RolandFrasierPage

Trend Driven New Product Opportunities
A new expectation about a basic human
need, want or desire…
Driven by shifts (urban transition, aging
populations, climate change) + triggers
(new tech, political events, economics,
environmental incidents, etc.), that are…
Creating innovations (start-ups, new
products, services, experiences, and
marketing campaigns)

Expectation Gaps
Ever higher customer expectations applied
ruthlessly to every purchasing decision…
Rising quality
Positive impact
Personal expression

dividers,etc.
What To Do Now…#tcs2017 facebook.com/RolandFrasierPage

Trendwatching.com
TrendHunter.com
PFSK.com
Cassandra.co
Springwise.com
JWTIntelligence
Resources For Tracking
Your Industry’s Trends

Challenging Trends
In Marketing

dividers,etc.Branded Content
Partnerships #tcs2017 facebook.com/RolandFrasierPage

Tomorrow’s Campaigns Should… Create Branded Content
With Publishers
“Hard Won”ThrillList + Smith & Forge Hard Cider
Source: http://adage.com/article/agency-viewpoint/10-branded-content-partnerships-2016/307284

Resource: BrandTale.com
Matching + Leaderboards
72% of marketers think branded
content is more effective than
magazine advertisements.
Source: Custom Content Council

dividers,etc.Influencer
Partnerships #tcs2017 facebook.com/RolandFrasierPage

Tomorrow’s Campaigns Should… Involve Your Audience’s
Influencers In Messaging + Content
On average,businesses generate
$6.50 in revenue for each $1
invested in influencer marketing.
(Source: ConvinceAndConvert.com)

dividers,etc.Content +
Commerce #tcs2017 facebook.com/RolandFrasierPage

Tomorrow’s Campaigns Should…
Embrace Shoppable Content
Traditional ecommerce discovery requires the buyer
to identify + find the product before buying it.
Shoppable content shortens the path from discovery
to sale by eliminating the“identify + find”stages.
So… Make Your Photography
Shoppable

Pinterest Becomes Shoppable Social…
Lens
Instant Ideas
Shop The Look

Instant Ideas
Shop The Look
Lens

Lens
Instant Ideas
Shop The
Look

Shoppable Blog Post
Boosted Conversions
110%
Source: retailtouchpoints.com | pbteen.com
Case Study: Pottery
Barn Teen + Curalate

Case Study: QVC + Smartzer
Shoppable Video

Case Study: Marks & Spencer
+ Smartzer

dividers,etc.
CTAAttribution

#tcs2017 facebook.com/RolandFrasierPage#tcs2017 facebook.com/RolandFrasierPage
Tomorrow’s Campaigns Should…
Implement CTAAttribution
Offer Codes
Coupons +
Incentives
• Scarcity
• Urgency
• Integration
• Tiered Incentives

Tomorrow’s Campaigns Should…Track Campaign
Performance Using CTAAttribution
Series Of Offers
Theme + # Promos
Fun Coupon Codes
“SUITUP25”“KNEEDEEP25”
Current Event Connection

dividers,etc.
New Ad Units

Fewer Ad Units + Aspect Ratio Based Ad Sizes
Responsive ads eliminate pixel re-sizing across formats
Source: https://www.iab.com

Fewer Ad Units + Apect Ratio Based Ad Sizes
LEAN ad framework

• Watch for IAB to bring roll these out in 2017
• Use these new aspect ratio ad creatives as soon as you can
in your marketing to…
– Reduce demands on ad creative team
– Flatten ad file sizes and speed site loads
– Ensure all your ads are responsive + mobile-friendly

dividers,etc.
Conversational
Commerce

We Talked About
This 2 Years Ago…
It’s Time To Get On
Messaging Apps
NOW!

We Talked
About This 2
Years Ago…
It’s Time To Get
On Messaging
Apps NOW!

Get 3.7x More Opens + 8.7x More Clicks With Messenger

Get 3.7x More
Opens + 8.7x
More Clicks With
Messenger

Replace On-Site
Chat With FB
Messenger
Tool:
ModernApp.co

Tool:
ZotaBox.com

Use Cases...
ShopSpring
Personal
Shopping
Assistant

Use
Cases...
Everlane
Customer
Service

Use
Cases...
Taco Bell
TacoBot
On Slack

Use Cases...
Sephora
Makeup
Tips +
Reviews Bot
On Kik

Tomorrow’s Campaigns: Create Bots To Help…
• Discover + purchase products
• Reorder + check order status
• Give personal shopper advice
• Notify of price alerts + drops
• Promote sales + flash sales
• Tell when wait list item is in
• Deliver loyalty programs
• Announce new product release
• Gift assistance + recommendation
• Provide customer service
• Track shipping
• Deliver newsletters
• Deliver reports + content
• Make reservations + buy tickets
• Give advice (products/life)
• Answer questions

Tool:
ManyChat.com

Tool: ChatFuel.com

Case Study: DigitalMarketer -Product Sales

Case Study: DigitalMarketer
500%+ ROI On Product Sales
Source: molly pittman | digitalmarketer.com #tcs2017 facebook.com/RolandFrasierPage

$4.55 CAC
$10,219 Sales
294% ROI
Case Study: Frank Kern For Continuity + Consulting Sales
Source: frank kern | frankkern.com

Case Study: Boom
By Cindy Joseph
For Ecommerce Sales
Source: ezra firestone | smartmarketer.com

Using ChatFuel
+ Messenger
For Ecommerce
Pre-Sales
Source: ryan skelly | socialhacks.io

Case Study: Realtor For Real Estate Listing Acquisition
$0.83 CPL  $27.50 CAC  $3MM Listings  $90,000 Revenue
Source: https://www.youtube.com/watch?v=aPP0IxvdW-Q

Tool: ModernApp.Co

Resource:
Botgig.com

Brush Up On
Bing SEO To
Rank On Voice
Search

dividers,etc.
Emoji

Source: Activate.com WSJD Trend+Media Report 2017

#tcs2017 facebook.com/RolandFrasierPageSee: Emogi.com

Emoji Ads
#tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com

#tcs2017 facebook.com/RolandFrasierPageSource: Emogi.com

#tcs2017 facebook.com/RolandFrasierPageSource: Emoticode.com
Emoticodes: Can
Make Any Product
Shoppable With
Emoji

What You Can Do…
• Use emoticodes to make your products shoppable via emoji
• Build branded emoji + use them in conversations
• Start integrating emoji into your marketing + ad campaigns
• Test emoji ads on platforms like Emogi Wink (Kik only now)
• Try telling brand stories with emoji
• Create emoji based physical premiums, tripwires + products

dividers,etc.
Augmented
Retail

Try Before You Buy…
475% Higher Conversions
177% Higher Line Buys

65 Million Product Trials

What You Can Do…
• Add AR/VR In Your Customer Journey
• Install VR Product Experiences In High Traffic Areas
• Place VR Demos + Walkthroughts @ Trade Shows,
Conferences + Pop-Up Stores
• Build Apps Like Wayfair For Campaigns To Future Pace
Product Placement In Home/On Person

What You Can Do…
• Watch for + piggyback on trending AR apps (like PokemonGo)
– Discover geo-placement (e.g. gym or hot spot) hacks
– Investigate geo-sponsorship opportunities
• Create your own AR app or use a solution like Holition or Augment to…
– Let your customer try it on, e.g. make-up, clothes, glasses before they
buy it.
– Place the product they are considering in their own home, office, etc.

dividers,etc.
Virtual Reality#tcs2017 facebook.com/RolandFrasierPage

30% Increase In Conversions
For College Visits

dividers,etc.
Live-Streaming

Facebook To Roll Out Mid-Roll Ads In Videos After 20
Seconds Watched In 90 Second+ Videos

• Start a livestream
– Stream behind the scenes at events
– Stream product creation + manufacture
– Stream how-to content and interviews
• Experiment with your own mid-roll ads in your stream
• Keep an eye out for Facebook’s new livestream ad formats

dividers,etc.
Wearables #tcs2017 facebook.com/RolandFrasierPage

Get Your Brand On Snapchat!
Create Branded Auto Follow Drone Content + Demos
Sponsor Auto Follow Drone UGC Contests + Reviews
Post Spectacles Branded AR Content
Have Customers Create Spectacles UGC Snaps
Tell Brand + Customer + Influencer Stories Via AFD + Spectacles
Promote AFD + Spectacles Giveaways

dividers,etc.
eSports #tcs2017 facebook.com/RolandFrasierPage

Source: Newzoo 2016 Global eSports Market Report

Source: Newzoo 2016 Global eSports Market Report #tcs2017 facebook.com/RolandFrasierPage

Source: Newzoo 2016 Global eSports Market Report #tcs2017 facebook.com/RolandFrasierPage
eSports Stars Are Becoming
Mainstream With Earnings
To Match

Source: 2017 eSports Ad Bureau Report #tcs2017 facebook.com/RolandFrasierPage

#tcs2017 facebook.com/RolandFrasierPageSource: WSJD Tech+Media Outlook 2017

Source: WSJD Tech+Media Outlook 2017 #tcs2017 facebook.com/RolandFrasierPage

Source: Machinima Heros Rise #tcs2017 facebook.com/RolandFrasierPage

Source: Activate WSJD Tech+Media Outlook 2017 #tcs2017 facebook.com/RolandFrasierPage

dividers,etc.
Personalization #tcs2017 facebook.com/RolandFrasierPage

40% Of Total Sales

Run personalized campaigns based on behavior and analytics. Try a
too like SiteSpect.com or ConversantMedia.com for this
Ask how you can personalize your products or services for your
customer
Let customers design the product online (Builder Apps)
Let customers customize the product online (Rayban, Nike)
Engrave, etch, print or embroider customer’s name/initials

dividers,etc.
Thank You
Slideshare.com/RolandFrasier

TCS: Trend Based Marketing - Tomorrow's Campaigns Today

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TCS: Trend Based Marketing - Tomorrow's Campaigns Today