Mickey Lonchar is a creative director and copywriter who has worked on 16 case studies for various clients. The case studies include print, TV, and online campaigns for brands like Freixenet Cordon Negro Brut sparkling wine, Litehouse Dressings, Circling Raven Golf Resort, Coeur d'Alene Casino, Anheuser-Busch Corporation, and others. The campaigns focused on increasing sales, market share, and brand awareness through strategic messaging in different advertising channels.
Case Analysis
HBS Senior Lecturer Frank V. Cespedes and writer Heather Beckham prepared this case solely as a basis for class discussion and not as an endorsement, a source of primary data, or an illustration of effective or ineffective management. Although based on real events and despite occasional references to actual companies, this case is fictitious and any resemblance to actual persons or entities is coincidental.
San Diego Sports Consulting Project - Padres SponsorshipBrett Baur
Our team was tasked with consulting for the San Diego Padres on how to leverage the 2016 MLB All-Star game to create and strengthen corporate partner relationships.
Welcome to the seventh episode of Digital Trends.
Find out the latest digital trends that both brands and consumers are currently engaging.
Here is the layout,
* Recent Christmas Ads
* Brands & Twitter Meme
* Trending Hashtags
* Topical Trends
* Tech Trends
* Marketing Trends
Case Analysis
HBS Senior Lecturer Frank V. Cespedes and writer Heather Beckham prepared this case solely as a basis for class discussion and not as an endorsement, a source of primary data, or an illustration of effective or ineffective management. Although based on real events and despite occasional references to actual companies, this case is fictitious and any resemblance to actual persons or entities is coincidental.
San Diego Sports Consulting Project - Padres SponsorshipBrett Baur
Our team was tasked with consulting for the San Diego Padres on how to leverage the 2016 MLB All-Star game to create and strengthen corporate partner relationships.
Welcome to the seventh episode of Digital Trends.
Find out the latest digital trends that both brands and consumers are currently engaging.
Here is the layout,
* Recent Christmas Ads
* Brands & Twitter Meme
* Trending Hashtags
* Topical Trends
* Tech Trends
* Marketing Trends
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
This is a mock media plan created for Sonic Drive-In. Our primary marketing objectives were to increase overall market share by 1% (to 9.2%) in the next year by opening 30 new stores
in the northwestern and mid-northern states. We created a media plan that addresses these
objectives in both national and spot markets.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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
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.
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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
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.
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
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
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. Freixenet Cordon Negro Brut
This Mobius Award winning print campaign helped elevate Cordon Negro Brut beyond the
“two-times-a-year” usage pattern of most sparkling wines. “Pick An Occasion. Any Occasion” helped Cordon
Negro become the fastest-growing sparkling wine brand in America six straight years.
3. Litehouse Dressings (consumer magazine)
Litehouse Dressings are so fresh they can only be found in grocers’ refrigerated produce sections,
not on shelves next to shelf-stable dressings that are packed with preservatives. This magazine campaign
(along with the television and FSIs) contributed to sales growth of 40% in targeted markets.
If it’s in your dressing,
it’s in your salad.
If you serve a dressing that’s loaded with artificial
flavors and chemical preservatives, guess what ends
up on your salad? Litehouse refrigerated dressings
and vinaigrettes offer a more natural choice.
No MSG. No Trans Fat. No Heat Processing.
And nothing artificial. In fact, Litehouse
Dressings are too fresh to even hang out
with the other dressings. [ Look for them
in your grocer’s refrigerated produce section.
Did your dressing come from nature?
Or some guy in a lab coat?
With all their preservatives and artificial flavors,
most dressings often resemble a science project more
than an opportunity for healthy eating. Litehouse
refrigerated dressings, on the other hand, offer a
more natural choice. No MSG. No Trans Fat.
No Heat Processing. And nothing artificial.
In fact, Litehouse Dressings are so fresh,
you’ll find them right there in the refrigerated
produce section with the FRESH veggies.
...or, try Litehouse Dressings.
What exactly is your dressing made of? If it’s
like most shelf dressings, more than likely it is chuck
full of artificial flavors and chemical preservatives.
Litehouse refrigerated dressings and vinaigrettes,
on the other hand, offer a more natural choice.
No MSG. No Trans Fat. No Heat Processing.
And nothing artificial. In fact, Litehouse
Dressings are so fresh, they like to keep
their distance from other dressings. Look for
them in your grocer’s refrigerated produce section.
4. Circling Raven Golf Resort
Named a Top Ten course by virtually every national golf magazine, Circling Raven turned to us for
a campaign that would draw golf travelers from across the country. In 2010, as many as 30% of its rounds
were from out-of-area golfers.
5. Coeur d’Alene Casino
This regional print,TV and online campaign succeeded in reminding NW casino patrons that the Coeur d’Alene Casino/Resort
is the only area casino tied into region-wide progressive jackpots, meaning it boasted the largest potential payouts in the area.
In its first year, this tactical campaign help the CDAC see its gaming revenue jump by an impressive 8%.
6. Anheuser-Busch Corporation
When a movement was afoot to impose more government regulation on alcoholic
beverages, this Anheuser-Busch campaign, which portrayed beer as “Honestly American,” successfully
persuaded lawmakers to exempt beer from any such regulation.
7. RiverBank
RiverBank is a relatively young business bank that competes with the monolithic multi-national
banks by offering service tailored to the individual. This business-to-business campaign contributed to the
bank’s amazing growth of more than 300% gain in assets in just 18 months.
8. Examiner.com
This campaign helped the San Francisco Examiner launch Examiner.com, the first major online news portal on the
West Coast. Promoted via ROP ads and transit posters, Examiner.com’s theme of “It’s like the paper.Without the paper” helped
attract more than 120,000 unique visitors its first month, doubling the competing SF Chronicle’s sfgate.com.
9. The San Francisco Examiner
The San Francisco Examiner rack price was 25 cents. Its competitor, The Chronicle, was 50 cents.
This poster campaign helped The Examiner boost its share of the afternoon paper trade by 30%.
10. Christian Brothers Dessert Wines
This campaign in The Wine Spectator, Wine & Spirits and Food & Wine helped Christian Brothers
Dessert Wines become the brand’s fastest growing and most profitable division.
11. Clarke-American Financial Printers
Research showed that a significant number of Clarke-American’s own bank customers couldn’t identify
the company as their documents printer. This campaign (in financial trade mags) was intended to generate name awareness
and educate the audience about some of C-A’s most progressive new initiatives. For six consecutive months,
this campaign achieved the highest readership scores in every trade publication in which it ran.
12. E&J Brandy
Developed at a time when brandy sales were flat, this campaign for E&J gave the brand its first significant sales jump
in more than a decade, and introduced the brand to spirit drinkers under the age of 35.
13. Auction Pipeline
As more of the wholesale auto trade moves online, fleet managers and institutional resellers need to
know they will have the maximum number of buyers viewing their inventory. This campaign for Auction Pipeline
not only told that story in way that grew its market share by 20%, it also provided
a mnemonic the client could use elsewhere within its operation.
14. Hawaiian Vacations.com
Hawaiian Vacations is a charter carrier who offered non-stop air service from Spokane to Honolulu
from Thanksgiving through Spring Break. It was imperative that they pre-sell at least 60% of their seats for the season
before the first flight took off. These outdoor boards along with newspaper ads and TV spots
ran the three weeks prior to launch. They were 100% full on every flight the entire season,
and actually extended their season by two weeks to accommodate the overflow.
15. Iron Horse Brewery
Iron Horse is a craft brewery in Ellensburg WA. Instead of going head-to-head with the scores of more well-known
craft brewers in the expensive Seattle market, we discovered the areas on the east side of the state were hungry for a
microbrew to call their own.These magazine and newspaper ads and on-premise posters,
table tents and coasters helped Iron Horse was fill this role.
16. Comcast Housemates (acquisition)
Comcast Housemates was developed as a back-to-school acquisition campaign intended to attract younger
subscribers. The newspaper ads, out-of-home, banners and serial TV campaign was so successful, the campaign was extended
an unprecedented six months, during which Comcast Northwest had its best acquisition quarter in history.
17. Comcast/ESPN
Comcast is required to post legal ads whenever the company adds, deletes or moves channels. When Comcast added
ESPN2 to its Basic Package, we convinced them to run this small-spaced newspaper campaign in sports sections, in lieu of its
easily overlooked legal bulletins. The result was an immediate 10% monthly rise in its new subscription rate.