In March of 2020, the pandemic changed every aspect of our lives. All of us, including marketing professionals, had to adjust to the new normal. Ads were scrapped, entire campaigns were forced to pivot, and industry professionals rushed to find new ways to reach consumers. Our marketing tactics changed to reflect the world around us. SRB Communications even wrote a blog on a marketer’s role during COVID-19. However, what happens now?
As we slowly and optimistically move toward reopening, we find ourselves in an odd position. Social-distancing requirements vary from place to place. Not everyone is comfortable taking off their masks just yet. It can be challenging to know where people stand. So, the question is no longer, “How do I market in a pandemic?” It is now, “How do I market as we transition out of a pandemic?”
Here are three key areas to pay attention to:
Public health regulations are constantly shifting right now, but it’s important to stay up to date. Your marketing should always reflect the health and safety guidelines outlined by government officials, both local and federal. If the local and federal guidelines don’t align, you need to assess who you’re trying to reach. It is usually best to follow federal regulations, but you may have more flexibility if your message is aimed at a local audience. Regardless of what the health and safety measures are in your area, the best course of action is to cater to your audience.
Listening to your audience is imperative right now. They are living in the gray area between the pandemic and normalcy just like you. Some people feel safe because there is large-scale access to vaccines and a good portion of the population has been vaccinated. However, some are apprehensive because the pandemic is still ongoing. You know your audience better than anyone, and if you don’t, do the research! Listen and figure out what they’re telling you. Let them lead the charge and guide you out of this pandemic.
Paying attention to your competitors and the marketing industry at-large will give you a good idea of the current trends and best practices during the post-pandemic transition. If your competitor’s work starts to promote more normalcy, take steps to match them. It’s important to maintain a watchful eye. You don’t want to risk being too early to arrive at the new normal or be left in the past when everyone else has moved on. Keep a pulse on the industry.
This present state that we are in is truly unusual, plain and simple. We’re all tiptoeing our way back out into the world and figuring out the best way to connect with those around us again. Eventually, we’ll know how to navigate through this stage. It’s just a matter of time.
Social media has become a huge part of branding, but there are far more components to it than posting pictures and getting “likes.” Technology is consistently evolving, so brands must keep up to stay relevant. While brand exposure is difficult to precisely measure, it is still imperative to take the necessary steps to engage as many viewers as possible. SRB Communications has been in business for more than 30 years. The key to our success is being able to adapt and pivot marketing strategies over time to stay relevant with the marketing trends.
It is important to have a brand strategy in place first. The strategy not only determines what your brand represents, but also your purpose and target audience, to name a few. If one of your business goals is to grow your audience and gain more exposure, then continue reading as we highlight some of the top marketing strategies you should know about in 2021.
Tailor Your Content for Each Social Media Platform
Some of your content may need to be tailored to fit your various social media platforms, as different platforms serve different purposes and attract different audiences. Your content is not “one size fits all” and may miss the mark with some of your viewers if treated as such. Consider your audience and alter your use of language and images to fit in.
Effectively Tell Your Story
Brand storytelling is using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers. Brand storytelling lets you communicate more than what you do; it helps you show people what you believe. When you articulate your values, you make it easier for people to align themselves with your brand. Here are some examples of how certain brands shared their story. https://www.webfx.com/blog/marketing/5-storytelling-marketing-examples-to-inspire-your-strategy/
Create More Graphics, Imagery and Video Content
People are visual beings by nature. Visuals give your audience a better understanding of not just the message, but what’s behind the message. According to an article on Search Engine Journal, images or videos perform better on average than nonvisual content, receiving up to 94 percent more views, and tend to stay ingrained in people’s minds a lot longer.
Share Educational Content
Creating educational content is an impactful way to build value for your audience. Educational content can be a powerful tool that brings more people to your business, strengthens awareness for your programs and initiatives, and more. Knowledge is power, and at SRB Communications, we pride ourselves on creating compelling brand awareness campaigns for our clients every day. We also enjoy creating “how-to” blogs that add value for our clients and audiences. Educational content can include social media posts, blogs, infographics, videos, hosting webinars, workshops and more.
Engage with Your Audience
Engaging with your audience is important as it builds trust between your brand and the viewer. When you properly engage, your audience is more likely to be a frequent user of your website, visit more pages during a session, tune in to your social media content, sign up for an email newsletter or follow through on your call to action. A few ways that you can engage with your audience can include having conversations with them, asking specific questions that relate to things they are interested in, promoting other people’s content, the list goes on. Here is a list of more ways you can engage with your audience: https://www.omnikick.com/increase-social-media-engagement/
Growing your business’s presence can be challenging and does not happen overnight, especially with the ever-changing digital and social media trends. Therefore, it is essential to stay tuned to the developments in your respective industries, the patterns of your target audience and the latest trends to act accordingly.
Overall, we’ve discussed a few tactics that can get you started, but keep in mind there are many more trends to be mindful of when growing your business. Every strategy out there is not guaranteed, and it may not align with your business goals. The best thing to do is to test and analyze different methods to see what works best for your business. It’s never too late to go back to the drawing board. Keep striving!
As a video marketer the question tends to linger, “How long should my video be to capture the viewer’s attention?” The answer to this question is not as simple as you would think and depends on a few factors such as the video content, the viewing platform, your target audience and the purpose of your video. If you didn’t know, SRB Communications started off in 1990 strictly as a production company! For the first 18 years of business, all we did was produce compelling videos for our clients in various formats, lengths and more. So, as you can imagine, it is exciting for us to see how video has significantly changed over the years. It is our goal to create videos that are aligned with the trends, and strategically planned and filmed to receive the best ROI for our clients and their target audiences. Keep reading as we highlight the pros and cons for short videos and long videos that should help you determine which length may work best for you.
Short Video Content Pros
Videos that are two minutes or shorter tend to capture the viewer’s attention longer than 10 seconds and convey key messages and information needed.
Ideally videos that are 30 seconds or shorter tend to have the most views.
Producing short videos is easier and requires less time to produce.
According to Business2Community, more people are likely to engage with your short videos and 92 percent of people who watch short videos on their mobile devices are likely to share your content with others.
Due to limited time frames, your communications and content will need to be condensed, which means that you may not be able to include all the details ideally preferred.
Creating valuable and engaging content in such a short window can be challenging.
Long Video Content Pros
Videos over three minutes are a small investment of time which makes them long-form content. This means that you will have to capture the viewer’s attention at the start of the video to keep the viewer invested.
If you keep your videos under 10 minutes you will avoid losing viewers.
Since there are no time constraints, long videos are more likely to provide a large quantity of impactful information that will connect with your audience if executed properly.
Studies show that 22 percent of people were more likely to watch a 10-to-20-minute video as long as the content was engaging and informational.
Long videos contain more content, which means that you can edit the video to create various versions of the same video to increase reach and engagement on your different platforms.
More time and resources are invested in producing a long video.
It is impossible to reach your entire target audience with long video content, therefore it is recommended that your content is applied specifically to your buyer’s persona further along the buyer’s journey.
A majority of your key points will need to be loaded on the front-end to capture the viewer’s attention, as long video content usually does not secure many views.
When creating videos, it is imperative that you take length into consideration when determining your target audience and the message you want to convey. Having engaging video content is a great way to drive business, effectively tell your brand’s story and increase conversions if the core messages are successfully communicated. Once you have determined your target audience, the viewing platform and your purpose of the video, then you can begin to decipher the best way to optimize your video length. Remember, there is no right or wrong option for you.
We hope this is a helpful blog that you can reference when it comes to incorporating videos into your strategies. Wishing you all success with your content creation!
The COVID-19 pandemic and resulting shutdowns and isolation have left many of us with extra time on our hands. We filled in all kinds of ways – walks, exercise and hobbies. Some people have used that time to fulfill lifetime dreams of writing that first book.
Three years ago today, our CEO, Dr. Sheila Brooks, released her first book, Lucile H. Bluford and the Kansas City Call: Activist Voice for Social Justice, in hopes of bringing light to a never before told Black female trailblazer and activist of Kansas City, Missouri.
She released her first book on this very day, April 23, in 2018, never thinking in her wildest dreams that a couple of years into her book release, right when she peaked on her book tour, that the tour and its accompanying publicity would come to an abrupt stop in 2020.
That all got us to thinking: How can you remain relevant as an author during the pandemic or any other disruption that basically shuts down America?
The SRB Communications team, manages all of Dr. Brooks’s PR for her book. We faced a great challenge in 2020 when the global health pandemic hit. Our goal was to ensure that book sales did not plateau, even though face-to-face events and promotional opportunities disappeared almost overnight.
So, what did we do? We put our thinking caps on, strategized and pivoted. Whether you just wrote your first book and are wondering how to promote it in the midst of a pandemic, or you released a book a year or more ago and are stuck wondering what’s next and how to bounce back, this blog is just for you. Keep reading. We have some of our best and proven methods of success for remaining relevant as an author during COVID-19.
First and foremost, it goes without saying, we have all experienced our fair share of the “Rona Blues” in the last year. As a full-service marketing and advertising agency, we saw many transformations. Not only with the team and our company, but we witnessed first-hand how the pandemic impacted our clients in all of our industry business verticals, as well as how it had an impact on entrepreneurs and their passion projects. From 2018 to the end of 2019, Dr. Brooks traveled across the country on a promotional tour for her book, sharing Bluford’s story. The SRB team secured conference sessions, vendor tables, author panels, keynote speakers, book signings, class lectures, fireside chats, television and radio interviews, the list goes on. Then came “Miss Rona” in the beginning of 2020 and everything changed. Well, almost everything. The one thing that remained consistent was Dr. Brooks’s book sales. And here’s how:
1. Know your audience and stick to it.
Conduct an initial analysis of who your book represents and what are those unifying factors that they will latch on to, relate to and become invested in. For example, Lucile H. Bluford, was a journalist, an editor, a civil rights activist, a member of Alpha Kappa Alpha Sorority, Incorporated, and a Black female, just to name a few key things. That initial assessment gave us several key categories and potential audiences that we were able to target. Your list can be short or as comprehensive as you like.
2. Create a personal media list for your book.
After you identify your audience, it’s time to compose a media list of all of the important individuals that you can contact at various organizations, libraries, schools, local publications, blogs, etc. You will want to start building connections with the media, if you already haven’t, to ensure your contacts will be more receptive when you find the right time to pitch your book for some PR. Relationships are harder to build and maintain during the pandemic. Don’t put off what you can start today.
3. Create a comprehensive pitch, with multiple sections that you can plug and play when needed.
Over the years, the one thing we consistently hear from our media connections is that people do not know how to pitch properly. It is important that your pitch as an author is not just your book summary and a laundry list of your professional accomplishments. Your pitches need to be short and sweet. DO NOT BURY THE LEAD in your email or phone call! Be specific to who you are pitching to, and even better if you can relate it to the organization, the specific radio host, or the current societal landscape and what we are all experiencing. Paint the story for them that you want told so they don’t have to do that work for you! The more tailored your content is to who you are pitching to, and the clear identifiable ways you can relate it to their audience, the higher chances you have of securing the event, interview or coverage.
4. Get creative with your virtual promo.
Just because the in-person events have stopped, doesn’t mean there are no events going on! Get creative and find them or create them yourself. Host a panel with other fellow authors, seek virtual networking opportunities for authors or other business leaders and attend with the intent to promote your book, schedule times for some “live” chats on social media. Your opportunities are endless, and you can truly reach far more people that you would have in person, now that travel is not a barrier. This digital world that we are in now is always changing and people are looking for new things to engage in, now is your time!
5. Share engaging content from your past events or milestones.
If you are not active on social media, you should be. It can really be one of your best friends as an author. Since in-person events have significantly declined, use this time to share throwback photos and videos from your past events. Tag the event hosts, the media outlets, and others who were there. You can also share book testimonials online too, that is a proven way to help others be more inclined to purchase your book. Don’t forget to add a call to action to anything that you share, to get higher engagement online.
6. Plan in advance.
Proper planning is the key for any successful strategy. Take the time to really map out the year, find key milestones in your book journey (like an anniversary) as well as key calendar year milestones and observances (i.e., Black History Month or Women’s History Month) and find ways to connect the two. This will help you stay ahead of what is to come, and not be reactive or miss opportunities.
We could talk for days about the amazing experiences we had promoting Dr. Brooks’s book in her first three years, and more importantly all of the lessons learned. But today, on the anniversary of her book’s publication, and also World Book Day, we want to shout out to all of the wonderful authors out there! We know that this is no small feat, in addition to all that you do, many also working full-time jobs. Just remember, do not feel bad about bragging on yourself and your work because if you don’t tell your story, who else will?
“On this book anniversary today, I am at a loss for words as I reflect on my journey as an author so far,” said Dr. Brooks. “It has been a blessing to travel across the country to share Ms. Bluford’s story, and more of a blessing to have your continued support for me and my book. It gives me great pleasure to share how we persevered during the pandemic, in the hopes that our story will help others through these trying times.”
Asked about her journey as an author, Dr. Brooks said, “One of my proudest memories was being nominated for a 2019 NAACP Image Award in the Outstanding Literary Work – Debut Author category! To have that honor in year one of my book was unbelievable. I truly cannot wait to see what is next.”
Learn more on www.lucileblufordbook.com and purchase your copy of Lucile H. Bluford and the Kansas City Call: Activist Voice for Social Justice here. Happy World Book Day!
Consumers are becoming more aware of the actions taken by the companies they buy from. A company’s social responsibility to its community is under more scrutiny than ever before. People are looking to connect with businesses on a personal level and build relationships on shared values. If the values match up, consumers take notice and brand loyalty is born. However, the reverse is true. Consumers will demand change if their values aren’t being reflected in your business.
This can be seen clearly in the question of data ethic. Privacy has become increasingly important to people, especially in this digital and virtual world we are adapting to. People want their data private and protected, but some businesses survive on using this data. So, with this mismatch in values, what does the future look like for data collection? How will brands and companies adjust to consumer’s growing interest in the topic? Is there an easy fix? Keep reading to find out!
Companies can’t just snap their fingers and stop using consumer’s personal data. Entire businesses are built on a revenue model that requires the collection and distribution of data. Without this, they would fail to make a profit. It’s like asking an ice cream shop to stop selling ice cream. However, for some, the demands for change outweigh the titanic effort it takes to evolve their business. Therefore many have decided to pivot to survive in this new climate.
Advertisers have also become very dependent on this data. It has enabled them to create relevant and timely ads to target consumers. The reason why you see an ad for those shoes you really wanted, ten seconds after mustering the willpower to close the website tab, is because advertisers are using your data to make informed decisions about who to target. Without this data, the advertising industry would be sent back to the dark ages of blindly sending ads out, hoping to reach the right person.
Brands Leading the Change
One of the largest data collectors is Google. This company has built an empire based on its perfected method of data collection. Google certainly hears the demands for change and has been working on a new way to ensure privacy, while maintaining the ability to collect data. Before, consumers were tracked using cookies that capture data. Now, with Google’s new method called “FLoC” (Federated Learning of Cohorts), consumers are grouped with other random individuals to better secure their data. This grouping helps you hide in plain sight, while also allowing Google to make a generalization based on the group’s overall data. The company will still use your data, but now it can’t be directly connected to you.
Another brand taking data privacy seriously is Apple. While Google works around the data privacy issue by providing more security, Apple will stop it all together. Apple has promised to work on software updates that will allow the iPhone user to prevent apps from tracking them and sending targeted ads. This software update would significantly hurt advertisers. However, companies like Facebook are already looking for ways around it. Some ideas have ranged from updated payment models on their platform to ad notifications directly from the app. The real issue is the uncertainty of when exactly we’ll see widespread use of this update. Companies are obviously already trying to adapt, but did they start too late?
Data privacy is a hot topic and one that is constantly changing. New developments are being created each day. Whether you’re a consumer concerned about your data privacy or an advertiser worried about losing that data, it’s very important to stay up to date. Follow SRB’s social media to stay informed on the marketing news, so you don’t miss out on the latest advancements in the industry.
Women’s History Month is about more than history. It’s about the expanding recognition of women’s accomplishments; not just those of the past or current but encouraging the women of the future as well. As women, we must hold each other up. We remember the past to inspire ourselves today. However, we must remember to inspire the future generations now and not wait for them to go looking.
We thought it would be fitting to close Women’s History Month by taking a look at the past, present and future female leaders in the marketing, advertising and PR industry. As communication experts, our voices in the industry are vital. We communicate to the world what representation, equality and diversity look like. At different points in our lives, we exist in each of these categories. What do you want yours to say, and who do you want to inspire?
Remembering the Past
Caroline Robinson Jones
Caroline Robinson Jones broke racial and gender barriers by becoming the most prominent Black woman in advertising. In the early 1960s, Jones started her advertising career right after college in New York as a secretary and copywriter trainee at J. Walter Thompson, later working her way up to creative director. During her career, some of her clients included: McDonald’s, Toys ’R’ Us, KFC, American Express, Campbell Soup, Prudential, U.S. Postal Service and Anheuser-Busch. Jones launched a series of Black ad agencies throughout her career, including the firm that she had opened known as Creative Resources Management in 1986.
Inez Y. Kaiser
Inez Kaiser overcame the hardships that she faced during the Jim Crow era in Kansas City by becoming the first African-American woman to open her own public relations firm in 1957, Inez Kaiser & Associates, which served national clients. She was the first African-American woman to have her story published in a PR history textbook. While working in the industry some of her clients included: Jenkins Music, 7-Up, Sterling Drug, Burger King, Southwestern Bell Telephone and Sears Roebuck.
Barbara Gardner Proctor
Barbara Gardner Proctor had no idea that she would open and operate the second-largest African-American advertising agency in the U.S. She started her advertising career at the Post-Keyes-Gardner Agency where she won 21 awards during her three years at the agency before accepting a position at Gene Taylor Associates as a copy supervisor. In 1970, Proctor eventually opened her own advertising company known as Proctor & Gardner Advertising.
Carol H. Williams
Carol H. Williams has been at the forefront of the company she founded, Carol H. Williams Advertising, since 1986. She has led and motivated more than 5,000 employees over a 30-year career and has exceeded $30 million in revenue during high-performance and growth periods. Her company prides itself on its award-winning advertising and marketing campaigns for many Fortune 500 companies. Williams started her career at Leo Burnett Co. in Chicago and quickly earned a position as their first African-American female creative director and vice president. After 13 years at Leo Burnett, she served two years as senior vice president, creative director at Foote, Cone & Belding in San Francisco.
Dr. Sheila Brooks, Ph.D.
Dr. Sheila Brooks is an Emmy Award-winning marketing, media and communications executive, a former television anchor and executive producer. She is founder, president and CEO of SRB Communications, our advertising, marketing and public relations agency based in Washington, D.C., which has provided advertising, multicultural and crisis communications strategy, creative, media buying and video production for more than 30 years. In 2019, we received the highest honor from corporate America when SRB was named Supplier of the Year by the National Minority Supplier Development Council (NMSDC). Dr. Brooks’ résumé could go on for pages, but as the women closest to her every day, we find inspiration in her drive, passion and kindness. She is a true titan of industry and an even more amazing woman to know.
Symone D. Sanders
A champion for women, Sanders is currently serving as senior adviser and chief spokeswoman for Vice President Kamala Harris. A seasoned political strategist and former CNN political commentator, Sanders was a senior adviser in President Joe Biden’s 2020 campaign. In 2016, at the age of 25, she became the youngest national press secretary on record while working on U.S. Senator Bernie Sanders’ presidential campaign. That same year, she was named to Rolling Stone Magazine’s list of 16 young Americans shaping the 2016 election. Sanders also served as principal of the 360 Group, where she provided strategic communications guidance to organizations, businesses, individuals, campaigns and candidates and helps clients find sound solutions to tough political and social problems.
Looking to the Future
As we traveled through the women of the past and present, we have arrived at the most important stop on our journey, the women of the future! Women like our CEO and so many others have truly paved the way for the rest of us. The younger generations, yes, we are talking about the infamous millennials and the up-and-coming Gen Zers, are the ones who are responsible for carrying on the torch. It is up to them to take what the women of the past have gone through, as well as what the current female leaders are going through and learn from it, build on it and inspire the generations to come after them.
This Women’s History Month we highlight all of the females who are chasing their dreams, fighting to overcome the daily barriers that are set before them and living boldly in their truths. We know for sure that the advertising, marketing and PR industry wouldn’t be the same without the leaders who came before us, so we honor you and we can only aspire to be as great as you!
To the future female business owners, PR executives, marketing influencers, publicists, advertising directors, CEOs and presidents, and more, we salute you this Women’s History Month. You are a part of history in the making, so don’t you ever forget that!
NEW LOGO ALERT! SRB Communications is proud to announce the launch of our new agency logo. This change is a part of our ongoing efforts to continue to grow and evolve, just as the industry is doing, each and every day.
2020 marked our 30th year in business. To commemorate that milestone, we designed a special logo for use during our yearlong marketing efforts. If you missed our post on the history of SRB, check it out here.
We enjoyed this special branding as it was a constant reminder of all of the hard work, amazing clients and outstanding team members that helped us get to 30 years in business.
As we had plans to transition back to our original logo this year, life had a funny way of letting us know that it was time for a change. After much time to reflect, particularly because of the global health pandemic, we knew that it was time to pivot, once again.
“In a day and age where having a voice and standing for something that matters is so invaluable, especially with companies, our new logo represents just that,” said Founder, President and CEO Dr. Sheila Brooks. “We have prided ourselves since 1990 on being storytellers. Our new logo incorporates a quotation mark, which is symbolic of the voice we give to our clients, to our communities, and to the causes and initiatives that matter most.”
From sharing our clients’ messages via video for the first 18 years, to pivoting to our full-service marketing and advertising agency after the 2008 recession, to now – sharing our clients’ stories via integrated marketing, advertising and public relations campaigns, we have always put our clients’ voices at the forefront. That will always be our priority.
This new logo embodies and highlights how important this is in 2021, especially in the wake of the tremendous political and racial tensions that were heightened in 2020.
Vice President of Marketing and Communications Amber Bentley said, “SRB Communications is growing and expanding in ways beyond what we could imagine. We are entering into new business verticals, expanding our current contracts and providing new creative solutions for our clients in this virtual ‘new normal’. Because of this internal transformation, it was only right that our external changed as well.”
If you think this logo is awesome, you haven’t seen the half of it. Stay tuned in the coming months as we have some other exciting surprises in store for this year.
A conversation with Dr. Sheila Brooks, president, founder and CEO of SRB Communications, about the challenges of operating a business in a pandemic.
Question: What have been the biggest challenges to operating your business during the coronavirus pandemic. Answer: Operating during this global health pandemic has been one of the greatest challenges of my career, and I’ve been in business for more than 30 years. We left our downtown Washington, D.C. offices at the corner of Black Lives Matter Plaza on K Street in March, assuming that we would be returning after a lockdown of a few weeks, which turned into months. Of course, the pandemic stretched through the summer and the fall, and just when we thought it was getting better, it got worse. We will likely not return to the office before the summer or fall 2021.
Question: What have been your biggest challenges? Answer: Like everyone else, we had to learn how to work remotely, among ourselves and with clients and partners. We are an advertising, marketing and public relations agency. Our business is all about people getting together and talking, ideation and messaging – whether it’s talking amongst ourselves to come up with ongoing campaigns for our clients or meeting with a client to assess their needs. We have a staff of 11 plus dozens of contract workers. The PPP money helped us to avoid furloughs, layoffs and staff cuts, as well as cutting company expenses.
Question: How has that worked out? Answer: We meet mostly through Microsoft Teams. Our clients require that because of privacy concerns with other apps. We’ve had to learn how to have our weekly staff meetings, daily project outcomes meeting, and our ongoing client meetings remotely. We even had two employees who left during the pandemic and had to fill both jobs quickly during these uncertain times. Luckily, we able to fill the key leadership position with someone who had worked for us previously. Then we stepped up the skill level for the other position, opting to hire someone with more experience.
Question: What has been the impact on staff? Answer: Believe it or not, I think we’ve all gotten to know each other better.
Question: What has been the impact of COVID-19 on Black-owned and women owned businesses? Have you lost business? Answer: The pandemic has been particularly devastating for Black-owned businesses. Some economists have said that 50 percent of Black-owned businesses in this country would not reopen their doors after the pandemic. We lost a pretty big multi-year contract early in the pandemic, but we’ve signed several new clients, while other clients have extended their existing contracts.
Question: What’s your outlook for 2021? Answer: Believe it or not, we expect record revenue for 2021. Incredibly, one of our new clients is the Centers for Disease Control and Prevention (CDC), looking at the disease’s stigmas and mental impact on certain minority and underrepresented groups. Howard University leads this incredible public health initiative. We are very proud to be on the cutting-edge of expanding our business verticals to public health.
Marketers eagerly await the Superbowl every year like the rest of us, but for a different reason. When everyone is taking a snack break during the commercials, that’s when marketers are glued to the TV. Superbowl ads are viewed as the height of excellence in the field. These ads are literally the NFL of the industry. Each brand is duking it to claim the spot of best commercial. Some fail almost as miserably as the Chiefs did this year, others claim victory after victory, like Tom Brady. Here’s a few that SRB team felt won this year’s battle.
Drake from State Farm
Drake from State Farm was a really fun commercial that I’m sure made a lot of people laugh. State Farm utilized two of the best quarterbacks in the NFL in the first part of the commercial. Aaron Rodgers and Patrick Mahomes have been recuring spokesmen for State Farm, so the start of the commercial feels like any other one they’ve done. That is until they threw a classic Superbowl twist into the mix. Towards the middle of the commercial, they reveal they have more star power than just the two quarterbacks. Randomly Paul Rudd, a comedic and beloved actor, appears as Mahomes’s “look-alike” body double. Just when you thought the star power was over, the State Farm agent’s body double turns around and it turns out to be the one and only Drake. All and all, the star power and comedic plot made this one of the more memorable ads of the night.
Last Year’s Lemons
Bud Light highlighted their new Bud Light Seltzer Lemonade in their Superbowl commercial. This one ranks among the best because it said what everyone was thinking. The commercial plays off the phrase, “When life gives you lemons, make lemonade.” 2020 gave us a lot of lemons and Bud Light used that to their advantage to promote the seltzer Lemonade. The clever part is, they never address what we experienced last year (or even what we are currently experiencing). Bud Light does an excellent job making light of a tough year without being too morbid or tone-deaf.
DoorDash’s business has boomed since the pandemic, but they see themselves as playing a vital role in helping the struggling local restaurants survive during this time. Instead of advertising the convenience of their service, they asked people to support the local restaurants in their neighborhoods. The message itself is good, but what made it a great commercial is how it was delivered, or rather who delivered it. Daveed Diggs, of Hamilton fame, sings along with the gang of Sesame Street throughout the commercial. Who better to sing a song about supporting the neighborhood than Sesame Street? It was all around a heart-warming commercial that brought a smile to people’s face.
The Superbowl this year was obviously different and it’s no surprise that the sentiments were reflected in the ads that played as well. Some of the biggest names didn’t even join in on the commercials. Many put their budgets into COVID-19 vaccine campaigns or didn’t spend the money at all. However, we still enjoyed watching some of the most creative ads of the year… and the cringiest. Until next year. We hope it’ll look a little different by then.
2020 brought forth a whirlwind of emotions and unexpected experiences. However, we have entered a new year and we now have new things to look forward to. 2021 is particularly going to be a unique year for marketing, and one of the best things that 2020 taught us was to be prepared for anything. This will be a transitional year in many ways as we hopefully come out of the pandemic and enter a new normal. Here’s a summary of what you can expect this year in marketing.
Purpose Driven Brands
The summer of 2020 ignited a renewed surge for racial justice in this country and put tremendous pressure on companies to make a “change.” We’ve seen many brands step up and take action. Some created programs to help racial equality in their own organizations and others started funds to support Black businesses and equality efforts. Overall, consumers are looking for brands that have purpose behind them. It is not just enough to “sell” anymore. Consumers want the brands they support to support the same issues they do. Companies have advantages that the average person doesn’t; such as influence, capital and reach. A brand that utilizes those resources to tackle an issue builds a strong connection with a consumer that shares similar views.
A brand shouldn’t support something as a business tactic. Consumers can smell a phony from miles away. A major part of becoming a purpose driven brand is authenticity. Each step you take needs to be out of an effort to help, rather than out of self-interest. This year more than ever, consumers are going to pay close attention to the brands they buy from. It’s on you, as the company, to transition authentically, as needed.
Easy to Consume Content
One trend that has been steadily growing over the past years is content that is easy to consume. This type of content comes in many forms; such as short videos, infographics and podcasts. They are all are easy to read, watch or listen and can be consumed nearly anywhere. Short videos are more prominent then ever since the rise of Tik Tok and other similar platforms. Google has even added these platform’s videos onto its video carousel that appears during a search. Infographics are effective ways to engage an audience by displaying the information you want to convey in a fun and interactive way. Last, podcasts have become one of the most popular forms of content. There’s even a war at hand… a podcast war that is. Companies from Spotify, Apple, and Amazon are fighting to become THE podcast platform. Each of these have one thing on common, they allow you to deliver the information you want to consumers… most of which have small attention spans.
Virtual events have existed in the past but never like this. 2020 made the digital word our reality. This was always going to happen; this past year just accelerated it. Now that virtual events are here to stay, you must know how to use them properly. These events can be extremely useful for your business by allowing your consumers to connect with you in a more personal way. There’s a lot that goes into setting up and hosting a virtual event. Luckily, we’ve done a whole blog on it that you can check out here.
This year is going to look very different, so it’s important that you continuously listen for new trends that will emerge. We’re sure there’ll be many that we never saw coming. The SRB team is hopeful that 2021 will treats us better than 2020. Oh, and by the way…Happy New Year!