Chrome Communications was the preferred Agency to re-brand & re-position Auriga RestroBar while also being in-charge of event planning, artist management & new customer acquisition.
What is music marketing? | Virginie Berger, Don't believe the hype | MIDEM ex...midem
Music strategist and founder of marketing and promo agency Don't believe the hype's Virginie Berger explains why marketing is important for all artists. With case studies... and without exceptions!
Give an example of how culture would impact a marketing strategy. .docxhanneloremccaffery
Give an example of how culture would impact a marketing strategy. Pick one specific product/service/company and then present your strategy.
Spanish Culture
COLLAPSE
窗体顶端
I took a business course while I was in Spain and actually talked a lot about this topic. One thing I remember specifically talking about was how internationally known brands were trying to translate their slogans and it just wasn't coming out right. One example we talked about was the Pringles original slogan "once you pop, you can't stop" and how they were trying to translate it for different countries. "Pop" isn't really a recognized word in Spanish (I'm not sure if it's the same with other languages, but I want to assume yes) it's more of a sound that we made a word for. So there is clearly a challenge in trying to get the Spanish people to understand their slogan. Something we discussed was just not translating it at all. I like this strategy because it eliminates the possibility of error and misunderstanding, but I also dislike this strategy because not every one knows English.. obviously.
Another idea could be just to change the slogan all together to cater to each country/culture; something that they can relate to. It would take a lot of understanding and knowledge of that culture, but it can be done and would definitely have a greater impact on the consumer.
窗体底端
The Culture of Football
COLLAPSE
窗体顶端
One company that is looking to go global is the National Football League. It is certainly an interesting pursuit since American Football is scarcely played outside of the United States. However, the NFL continues scheduling games in London every year and will even have a game in Mexico City in 2016. By nature, football is a violent game. The point is to hit the player with the ball as hard as you can in order to get the ball out. In some ways, it is indicative of the American culture, we can be seen as violent. After all, America has been involved in many wars and most video games, (at least the popular ones) are shooting/violent games. Whether we like or not violence is a big part of the culture here in America.
However, that is not true for most other countries. Countries like China and Japan place a strong emphasis on respect and teamwork. It would be hard to imagine games like football being successful. The most popular sport around the globe is the other football, soccer, which is the polar opposite of American football in terms of violence. That being said, in order for football to be successful in countries that do not have a violent culture the game would need to change dramatically. After many changes, the game might not fit into the culture here in America. Therefore, in my opinion, I do not think the NFL should continue in its efforts to expand the game across the globe. With major culture differences, I believe it is just a misguided effort and a waste of time.
窗体底端
Italian Culture and the Food Industry
COLLAPSE
窗体顶端
In Italy, there is a very s ...
ColourPop - The Budget-Friendly and High Quality Brand Everyone LovesOctoly
The ColourPop brand is very different from the traditional industry, where you’ll see top-down campaigns. Instead of massive companies that plan and concept their launches a year or more ahead of time, John and Laura Nelson, founders of Seed Beauty and ColourPop have 20-something staffers on social media asking the brand's consumers what they want; then roll it out as soon as it's ready.
Talking TikTok: How to Authentically Activate and Convert on the Highest Enga...Tinuiti
In this webinar, our TikTok experts discuss advertising and creative strategies to help your brand leverage social media’s highest engagement channel. As the first independent agency to earn TikTok Accreditation, you won’t want to miss out.
Social Media Trends: How Brands Can Tap Into CultureThe Social Lights
Culture. It’s trend. It’s lifestyle. It’s values. It encompasses everything from the way we speak to the music we enjoy, the clothes we wear, and the traditions we practice. The waves that ripple through culture provide an opportunity for brands to join the conversation and create movements.
In this issue of Trend Tap, we break down culture, from its elements to ways brands can tap into and leverage culture to stay relevant.
Inside The Culture Issue:
-The four elements of culture and ways they come to life
-How to tap into culture by finding the right partner
-Best practices for engaging in cultural moments, including best-in-class examples
-How to uncover micro communities that already exist within your brand's fanbase
Brought to you by The Social Lights, an award-winning social media marketing agency based in Minneapolis, Minnesota. Visit us: thesociallights.com.
A partner presentation that I helped create for my Influencer Marketing class, where we conducted research and pitched an influencer campaign for the rising fashion brand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. THE
CLIENT
Tonic is a re-branding strategy of Auriga restaurant and bar, which was
established in 2013. The problem Auriga faced was insufficient return on
investment. With Mumbai’s nightlife and food industry at its peak, the reason
for unsatisfactory crowd pull was difficult to understand. Auriga had good
social media reach via its Facebook page which was maintained regularly. But
it wasn’t effective.
On closer look at the social media history, the problem was clear. The brand
positioning of Auriga was obscure. They were a mix between a fine dine
restaurant, a lounge and a night club. Traction was low because people didn’t
know what they were approaching at Auriga.
AURIGA
3. Auriga was a two level restaurant and bar. It was decided to limit the
restaurant to the second level and make the ground level a bar and lounge.
Thus began the repositioning and Tonic emerged. The first task at hand was to
determine a target market for Tonic. With a concentration on the young
generation aged 20 to 35, Tonic would be positioned as the bar to be at.. every
night.
RECONSTRUCTION
THE
CLIENT
4. To build the brand Tonic as a trending bar in South Mumbai.
- A separate Facebook page was created in order to completely disassociate
Tonic from Auriga.
- Over 2 weeks before its official launch, Tonic was introduced as Mumbai
latest bar.
- Media influencers were approached to increase awareness; print articles of
the launch were published.
- Facebook posts with a concentrated target towards the ‘eager to be where
everyone is’ young generation were published.
The target market was understood to the T from the very start with Tonic. And
there is no better way of explaining this than the strategies adopted since the
very beginning.
FIRST PHASE
THE
CLIENT
5. 1. Concentration on Drinks. All drinks:
Tonic positioning was narrowed down to
an out-going restless TG, but Tonic was
not going to restrict itself where alcohol
was concerned.
A special focus was given to the joys of
drinking and all drinks were promoted; be
it beer, cocktails, shots or the latest in
town molecular drinks!
TARGETING
ALCOHOL
PHASE 1
6. ALCOHOL
PHASE 2
2. #TonicDoses@99
Tonic doses at 99/- started as a promotion
offer on a single day to increase
awareness, intrigue and crowd pull.
It was an overnight success and soon
Tonic doses became a standard drink at
Tonic.
For the first time such a peppy concept
was introduced to South Mumbai and we
saw a lot of people flocking in for after
office drinks.
TARGETING
7. ALCOHOL
PHASE 3
3. Longest Happy Hours: March 16th 2015
Tonic was the first bar in South Mumbai to
introduce extended happy hours.
Monday – Thursday : 4pm – 1am
Friday – Sunday : 4pm – 9pm
And with such happy hour timings there is
literally no need to explain why this would
be the most effective strategy executed
till date.
TARGETING
8. TARGETING
FRIENDS
DJ Selection
The DJs which Tonic approached were young
and upcoming. They were able to pull a crowd
based on their music tracks.
This strategy worked well as the djs roped in
were the Tonic TG as well. Their friends came
and spread the word and as such the crowd
grew substantially.
Music:
Deep House
Techno
Progressive House
Commercial
9. TARGETING
FRIENDS
Targeted Facebook
Marketing
If you’re there, I want to be there: Album
upload
Starting with its launch on 13th Feb,
pictures of Tonic packed with friends of
friends of friends was published on
Facebook.
It was pictorial ‘in your face’ spamming.
Statistics show that the highest organic
reach on Facebook was from photograph
posts.
LAUNCH
Organic Reach: 14.3k
Views: 21.3k
Interaction: 187
#99BARnight at Tonic
Organic Reach:4.6k
Views: 7.2k
Interaction: 88
#TonicSession
Organic Reach: 6.3k
Views:8.9k
Interactions: 212
Facebook Album statistics
10. TARGETING
PRESENTATION
The 3 B’s of Alcohol:
Combining the two defining factors of it’s
target market – Drinks and friends, Tonic
introduced the 3 B’s of Alcohol. An
enlightened way of serving alcohol to the
target market.
The aim - to be quirky and catchy.
While maintaining its focus on alcohol,
and drink with friends, the promotions
shifted to presentation of alcohol.
11. TARGETING
PRINT MEDIA
It was essential for Tonic to be everywhere.
For Tonic to be seen as a serious player in the
nightlife arena print media channels were
utilized.
Regular features in prominent newspapers
established Tonic as the place to be at.
Tonic featured in Mid-day, Afternoon DC,
Mumbai Mirror, DNA and Asian Age to gain
exposure and loyalty among the South
Mumbai working and partying youngsters.
Afternoon DC: 20 March, 2015
Mumbai Mirror: 31 July, 2015
13. TARGETING
MEDIA
CHANNELS
FACEBOOK
27 event pages
Weekly sales promotions
INSTAGRAM
__ contests
Response
FACEBOOK
188 Posts
1771 Page Likes
INSTAGRAM
155 POSTS
1300+ FOLLOWERS
TWITTER
298 Followers
PRINT MEDIA
__ features
__ newspapers
Approximate reach through Print media
(overall reach of each newspaper – area)
14. SUCCESS
TRADEMARK
Daaru on sale – A Tonic Trademark
TonicDoses@99, was a new attraction strategy
conceptualized for Tonic.
Tonic was the first bar to have had such a concept
executed. It gained wide popularity and worked
wonders for Tonic Sales.
Initially only targeted towards woman, it grew in
popularity and was almost immediately made into
a Monday through Thursday weekdays offer.
Like any brilliant strategy, Daaru on sale caught on
quick with the target market, and hence with the
competition. To maintain its position in the ‘me
too’ market, Tonic doses at 99, and Daaru on sale
were Trademarked by Tonic.
Insight
What the market likes? Alcohol.
How does it like it? – Discounted!
15. BRAND
PERSONALITY
WHO WE ARE
Tonic has stayed true to its target market.
In thought process and execution the brand
personality of Tonic has been one of its target
market.
In a span of 7 months most new trends have
been incorporated in its social media strategy.
Tonic has been restless, current, fun, and
forward thinking and most of all hard to
ignore.
HASHTAGS
#TimetoTonic #TonicDoses
#TonicSessions #GoTonic
#DaaroOnSale #RageStage
TONIC APP
To keep people updated on the
Tonics latest events & offers
16. RESULTS
TONIC
Increase in
Overall Sales
Increase in
Footfall
Increase in
Alcohol Sales
Increase in
Food Sales
Increase in
Happy Hour
Sales –
Weekdays
Increase in
Happy Hour
Sales –
Weekends
Feb – July 2015 333% 600% 3200% 580% 700% 400%
TONIC
INCREASE IN
SALES