MARKETING

Diving Into In-Housing with MightyHive

 

Last week, the events team had the pleasure of coordinating an intimate dinner on behalf of MightyHive, a global leader in advanced marketing and advertising technologies, at Birdsong in San Francisco’s SOMA neighborhood. The event was well-timed to take place directly after AdExchanger’s Programmatic I/O, where MightyHive was participating and held a presence with their booth.

The night began with cocktail hour and canapés, with guests happy to mingle and unwind after their considerable day at Programmatic. Before inviting everyone to take their seats, MightyHive President of the Americas Emily Del Greco presented welcome remarks and housekeeping notes. Once everyone took a seat in the warm and focused atmosphere of the first floor space, attendees listened to a fireside chat between Emily and Electronic Arts Global Head of Media Belinda Smith.

During the discussion, Belinda and Emily looked back at their careers to trade lessons they’ve learned over the combined 30+ years they share in sales, marketing, and strategy experience. They debated the rewards (increased transparency, control of data, faster execution) and risks (steep learning curve, talent, startup cost) associated with in-house marketing. They marveled at how far in-house agency penetration has come even just in the past 10 years. Toward the end of the chat, it was clear attendees were intrigued by Belinda and Emily’s experiences and hoped to dive deeper into their own in-housing exposure during the Q & A session.

Before heading upstairs for the five-course meal, Emily suggested, “Of course talent is just one component of in-housing—I welcome you to discuss other challenges and opportunities that you have found along the way. Support each other, learn from each other, and share your wisdom.”

After the fireside, more than 15 MightyHive Partners were treated to a delectable tasting menu featuring dishes inspired by the Pacific Northwest. Birdsong, a recent recipient of the coveted Michelin Star honor, appeared to have its service down to a science as evidenced by the harmonious presentation of each plate. Wild boar, aged duck with mustard greens and Sonoma lamb were just a few of the mouthwatering items that graced the menu for the night. Conversation flowed as smoothly as the grilled butter atop the Peruvian purple cornbread, and topics rotated between specific in-housing accounts to the process as a whole.

Guests walked away from the night with inspiration from fascinating speakers along with new tactics for their brands’ in-housing strategy. As a parting gift, MightyHive gave each attendee a branded smart home plug that guests seemed eager to get home and test out.

Looking for help with planning your next event? Connect with us at events@credpr.com.

 

How to Leverage Social Media for Your Business

 
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With nearly two-thirds of the population checking social media daily, there has never been a better time to utilize online platforms as a business tool. In fact, last June Instagram, reached a whopping one billion monthly active users, making customer engagement just one click away for most businesses.

For some people, social media may seem intimidating, but it doesn’t have to be. When executed correctly, social media is an incredibly effective marketing tool. It serves to boost brand exposure, encourages two-way communication, and humanizes your brand. No matter your experience with the various social media platforms available today, we’ve compiled eight  cred-approved strategies below to help you drastically improve your online presence.

  • Establish a clear goal
    No matter what your goal is, make it SMART: specific, measurable, achievable, realistic, and timely. Once you have established your one clear goal, you and your team can collaborate on how to achieve it. Remember, it needs to be realistic. You won’t get 1,000 followers overnight.

  • Commit to your brand
    In order for your company to be distinguishable from competitors, it’s important to establish one style for your brand. Every post, retweet, and Instagram story should be in line with your brand. This includes keeping everything consistent, from voice to aesthetics.

    • Pro tip: People are drawn to authentic brands so don’t be afraid to show personality, but always keep it professional. For more tips on developing your personal brand, check out this post.

  • Stay on top of trends
    Channel your inner Austin Kleon and steal like an artist. When you notice new trends on social media, leverage it to your advantage by improving or expanding upon it. Things are popular for a reason. If you see a creative Instagram story or an engaging tweet, save it and then improve it later to make it your own.

    • Pro tip: Tag your location using Instagram Stories to broaden your reach and then organize your stories into highlights.

  • Use the right hashtags
    Make it a daily habit to search trending hashtags on Twitter and Instagram to see what people are talking about. By consistently #hashtagging related content on your posts, your account will gain more traction and followers.

  • Make customer engagement a priority
    Social media has opened the floodgates to instant gratification. In a matter of minutes, you can comment on a post and receive a response, and this makes customers feel important. By interacting with users daily, your company will be on its way to boosting followers and building credibility.

  • Track your analytics
    Create a business account to learn more about your audience’s behavior and demographics. With Instagram Business Tools you can track your impressions, outreach, profile views, website clicks, and more. With Twitter Analytics, you can measure and boost your impact on Twitter by viewing your impressions. These insights will help you gauge what days and times are best for you to post your content, this way you can provide more timely and relevant content for your followers.

  • Create a content calendar
    Using business accounts, find out the best times to post on your feed, then plan out your content for the month. By using a calendar, you can keep yourself organized and have your content scheduled ahead of time. This way, you’re never missing a day or struggling to find content to post.

    • Pro tip: Create content ahead of time and save them in your drafts. When the day comes around, all you have to do is press send.

  • Make a commitment
    Last, but certainly not least: staying on top of mind should be your number one priority. In order to make an impression, you first need to make a commitment. Set reminders to post daily on social media so you never miss a beat.

By making time to post consistent, relevant, and relatable content on social media, you will be able to expand your reach, boost your brand exposure, and engage more frequently with your audience. By using these tips, you will be well on your way to improving your online presence and increasing your brand’s credibility.

Be sure to follow us on Twitter and Instagram!

 

Youth Marketing Strategy SFO: Catching Up with The Future of Marketing

 
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Following the success of events in London, Berlin, and New York, Voxburner brought their Youth Marketing Strategy summit to San Francisco for the first time on June 12 at Fort Mason’s Gallery 308. YMS offers insights that reflect the latest trends and hottest topics in the youth marketing industry. We attended to see our speakers from Tophatter and Greenbrier and hear what’s driving the behaviors of GenZ and how brands and agencies can do a better job of meeting the youth market where they are. Here’s what we learned.

CEOs, VPs and Founders shared their thoughts on current marketing opportunities and challenges and why young people are so important to their organizations:

  • “These issues that are polarizing to older demographics are not to younger ones. Be a human, that’s what these young consumers want. Staying silent is not a long term strategy.” - Meredith Ferguson, DoSomething Strategic

  • “We know that most young consumers, don’t read the New York Times or watch Bloomberg Tech. Surprisingly, most younger consumers get their news from local news websites. We need to figure out how to meet them where they are vs. trying to get a story in a top tier.” - Lane Kasselman, Greenbrier

  • “We have to think very carefully about what we do. I encourage our company to act as a media/publishing company and think about planning every 3 hours vs. every 3 months.” - Livio Bisterzo, HIPPEAS

25-year-old Steve Bartlett of Social Chain helped us understand How to Avoid Becoming Completely Irrelevant in 2018 and the power of working with micro-influencers:

  • “Most people are creating things from the perspective that people care. The only thing people really care about is what I can do for them . . . you are not a marketer, you are a publisher.”

  • Personalization is the way to turn everyone into an influencer (ex. people sharing photos of their names spelled wrong on Starbuck cups)

  • Where is the opportunity? Podcasting, free reach on LinkedIn because they haven’t figured out their algorithm yet, music.ly, Twitch, and Facebook Groups.

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During The Kids That Are Changing the World panel,  the audience had a chance to ask ambitious youth what they want from their brand relationships. Authenticity, relatability and transparency were key:

  • “GenZ grew up on social and smartphones and can detect BS much faster than other generations. Brands need to take this into account.” - Tiffany Zhong, Zebra Intelligence

  • “No-one really gives a shit about you and what you’re doing, what they do care about is the content you're building out and what they can do with that. It’s all about trying to create content where, after people watch it, they feel like they’re walking away with something.” - Mehak Vohra, Jamocha Media

The first panel after lunch and a 10-minute guided meditation brought together speakers from brands TOMS, Casetify, Par en Par, and Tophatter to discuss The Future of Retail:

  • “Instant gratification is what we see shoppers wanting, and snackability. In a world where our attention spans are shorter than goldfish, you have to bump the adrenaline up quickly." - Malcolm Scovil, Tophatter

  • “It should be a given in your business model that you’re doing good, or at least doing no harm in your process of creating.” - Laura Choi, Par en Par

Ben Harms of Archrival gave an engaging talk on The State of Youth Culture and Shifting Trends. Key insights included:

  • Youth are compelled to find and follow their personal passions to build up a life resume of experiences.

  • GenZ is the most self-reliant generation yet. They know how to find the answer. 72% want to start a business.

  • “This generation has blown open the world of acceptance. The more unique and individual you are, the more oddly normal you are.”

  • “Girl Power” is an outdated mantra. In Z’s minds, the gender paradigm has already shifted and it’s up to us to catch up.

  • 82% of GenZ said they’d rather trail blaze than follow traditional paths.

  • “The idea of building loyalty among this generation is one of the most elusive things. They’re incredibly loyal - but that definition is changing. Youth are loyal to creativity and innovation. Brands must constantly push themselves to keep favor.”

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Embracing Your Creativity: A Guide to Becoming a Better Writer

 
 
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Ernest Hemingway called a blank sheet of paper the scariest thing he’d ever encountered in his life. Anyone can face writer’s block, and it’s especially difficult to get your creative, imaginative thoughts on paper. Whether you’re looking to write a speech, a novel, or anything in between, these five tips will help you get started on expressing your ideas in a unique way.

1. Collect stories from your surroundings

One of the simplest ways to improve your creative writing skills is to draw from your surroundings. By taking note of ideas from people you meet, conversations you overhear, places you visit, conferences you attend, speeches you watch, and beyond, the potential for creative thought expands. Become a sponge, and be incurably curious. Writer R. V. Cassill called notebooks “incubators” - carry a notebook and write down what you observe.

2. Read, read, and read more

Reading is scientifically proven to expand your vocabulary and increase intelligence - two traits that can both improve and differentiate your writing. Reading a variety of content also exposes you to new styles, genres, and cadences of writing.

3. Write, write, and write more

The more you write, the better a writer you’ll become. As with anything, writing more often can improve your practice. The hardest part is starting! Set aside 10 minutes every night to document your day, or do a writing exercise to challenge yourself, like the Pennebaker Writing Exercise. To begin, think of something - an upcoming event, a stress, etc. - that has been on your mind. For four days straight, write about it for 10 to 20 minutes nightly. Don’t think about style, spelling, grammar, or anything that may distract from your content. Simply write. Which leads to the next tip...

4. Break the rules

To unlock your creative juices, try stepping outside of the traditional approaches you currently know about writing. While understanding the fundamentals of writing and sentence structure can serve as an excellent base when getting started, breaking those rules will allow you to write more freely and uniquely. The outcome won't necessarily be stellar on first attempt, but keep trying to find your voice and utilize writing as an outlet.

5. Find your time of day

Pay attention to the time of day that free-thinking comes easiest to you. You may feel your most creative first thing in the morning, before your mind is pulled away by the hustle of the day. If you're a night owl, 11 pm may be the ideal time to get your creative juices flowing on paper. Take note of when you feel sharpest and play around with a time that works for you.

Want to learn more? Check out these resources for strengthening your creative writing skills.

 

Bowery’s Marketing Summit Hits the Mark!

 

The Bowery Capital CXO Quarterly series made its way to San Francisco yesterday for its first Summit of the year with a focus on Marketing. cred worked with The Bowery Capital Team to coordinate a series of tactical chats and panels discussing Marketing for early stage SaaS Marketers. Eight speakers brought insight from their experiences in marketing roles at  Salesforce, Slack, Rubrik, SurveyMonkey, Oracle Data Cloud, and more.

The morning started with a captivating presentation by Bill Macaitis, former CMO of Slack, Zendesk, and Salesforce on “How to Grow Your Unicorn.” His talk was followed by Kara Wilson of Rubrik’s lively sermon about “How to Not F#@k it Up.” The audience was incredibly engaged as discussions around “What is Brand?” and “Scaling from 0 to 100M” brought panelists and the crowd into some spicy debating.  

Maria Pergolino, CMO of Anaplan ended the day with this message that was a crowd favorite:

Marketing:
Everyone sees it.
Everyone knows how to do it.
It costs a lot.

Click through the photos below to get a glimpse of the event! Keep your eye out for the next Bowery Capital Summit in June!

 

Driving the Data @ RampUp 2018

 

March 5th and 6th were filled with excitement as RampUp 2018 took over the Fairmont Hotel and the Masonic in San Francisco. We’ve been working with LiveRamp for months to secure close to 170 speakers for this rapidly growing convention of the brightest minds in Digital Marketing and data. We curated 48 sessions of panels, chats, and presentations all focused on the “future of marketing” for TV, brands, agencies, data owners, and publishers.

The first day kicked off with a great conversation between Wells Fargo CMO Jamie Moldafsky and LiveRamp’s Allison Metcalfe. One underlying theme of their conversation was how customers are at the center of everything.

Tuesday brought almost 2,500 attendees and a powerhouse panel of CMOs to kick things off, including former CMO of Airbnb - Jonathan Mildenhall, Cisco CMO - Karen Walker, TripAdvisor CMO - Barbara Messing, and Adobe CMO - Ann Lewnes. The five had an amazing chemistry onstage as they discussed the digital marketing ecosystem. 

Throughout the day, we loved seeing some of our clients show their expertise: Dan Greenberg of Sharethrough, Joanne Chen of Foundation Capital, Matt Keiser of LiveIntent, Thomas Walle of Unacast, Kamakshi Sivaramakrishnan of Drawbridge, Omar Tawakol of Voicera and finally Eva of Voicera (a bot who took notes during Omar’s session).

Nate Silver, American statistician and Author of The Signal and the Noise, closed off the event with an engaging talk about Data and Predictions. 

We’ve loved being involved the past three years as RampUp becomes one of the go-to events in the data-driven ecosystem. We're looking forward to great things for RampUp 2019!

For more Insight on the event, check out the RampUp Blog:

RampUp Day 1
RampUp Day 2

cred team @ RampUp 2018!

cred team @ RampUp 2018!

 

credTen: Top Ten Conferences in Marketing

 
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Wondering where to go this year to increase your marketing know-how, discover where the industry is heading, and expand your thought leadership? Look no further than our roundup of 10 marketing conferences worth attending in 2018.

#1. B2B Marketing Exchange

February 19-21, Scottsdale

A must-attend for performance marketers managing the complex sales cycles and group buying realities common in B2B industries, B2B Marketing Exchange addresses account strategies, messaging frameworks, demand acceleration, and sales enablement during 85+ sessions in sunny Scottsdale, AZ.

TIckets: $995 for single-day pass, $1,595 for standard, $1,995 for all-access

#2. Social Media Marketing World

February 28-March 2, San Diego

Social Media Examiner’s 3-day gathering of thought leaders is designed for social media marketers, influencers, and content creators including bloggers, video creators, and podcasters. This year’s speakers include former Apple evangelist Guy Kawasaki, Facebook expert Mari Smith, social futurist Brian Solis, Snapchat influencer Shaun McBride, and Instagram expert Sue B. Zimmerman.

Tickets: Range from $697 for virtual access to $1,597 for all-access

#3. RampUp

March 5-6, San Francisco

LiveRamp’s annual martech conference gathers nearly 1,000 executive-level attendees in one place to discuss the challenges and solutions facing the industry today. Speakers include TripAdvisor CMO Barbara Messing, SafeGraph CEO Auren Hoffman, AppNexus CEO Brian O’Kelley, AdRoll founder Aaron Bell, and Target VP of Digital Media Brent Rosso.  

Tickets: Preconference tickets start at $499 and conference tickets start at $799

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#4. Adobe Summit

March 25-29, Las Vegas

With 95% of attendees saying they received practical information and 93% saying the event met or exceeded their expectations, Adobe Summit is a good bet for advertisers, campaign managers, content managers, digital marketers, and publishers who want to learn how to use the latest tools and technologies to build campaigns, manage their advertising, and gain deep data insights.

Tickets: Single registration starts at $1,695; multiple registration, preconference courses and guest social passes are also available

#5. Digiday AI Marketing Summit

April 11-13, Santa Barbara

There’s no shortage of conversations around how AI is set to transform the marketing industry. Digiday’s AI Marketing Summit will dive deep into how marketers can understand and use AI and machine learning. Expect sessions on topics like predictive merchandising, voice assistants, and chatbots, plus a number of afternoon activities and evening networking receptions.

Tickets: Entry-level passes are $2,895 and premium passes are $4,795

#6. Content Marketing World

September 4-7, Cleveland

For all things content marketing and storytelling, head to Cleveland for Content Marketing World, which features more than 120 sessions and workshops presented by leading brand marketers. 2017 featured speakers included GE CMO Linda Boff, and actor Joseph Gordon-Levitt.

Tickets: Main conference starts at $999.

#7. INBOUND

September 4-7, Boston

HubSpot’s INBOUND grew to 21,000+ attendees and 250+ educational sessions last year, and is expected to be even bigger in 2018. INBOUND’s purpose is to provide the inspiration, education, and connections marketers need to grow and transform their business. Past keynote speakers include Michelle Obama, Brené Brown, John Cena, and Arianna Huffington.

Tickets: All-access passes begin at $1,899 and main conference passes begin at $999; other options are available

Photo courtesy of attendify.com

Photo courtesy of attendify.com

#8. MarTech East

October 1-3, Boston

MarTech’s USP is that it’s a tech conference for marketers and a marketing conference for technologists. With tracks for marketing, technology, management, and solutions, the conference aims to help the leaders who recognize the synergies between these disciplines drive change and accelerate convergence within their organizations.  

Tickets: $1,595 for an all-access pass, $59 for Expo+ pass; team rates available

#9. Advertising Week New York

October 1-4, New York

Now in its 15th year, AdWeekNYC brings together leaders from marketing, advertising, technology, and creative spaces for a week of thoughtful conversations around the trends, challenges, and opportunities shaping the industry today. Daytime programming includes seminars, workshops, and leadership breakfasts. Past evening events have included performances by Avicii, Snoop Dogg, and Amy Schumer.

Tickets: 2018 prices not yet available

#10. Internet Summit

November 14-15, Raleigh

Produced by Tech Media Co, which also puts together the Digital Summit Series, Internet Summit features 90+ sessions and workshops to help digital marketers stay ahead of the latest trends and provide practical, game-changing takeaways they can immediately apply to their marketing strategies. 2017 speakers included marketing gurus Seth Godin and Ann Handley, as well as Netflix co-founder Mitch Lowe.

Tickets: Conference passes range from $245 for basic access to $995 for VIP access

 

Want to speak at these events? Get in touch to learn more about our services: speak@credpr.com.

 

Welcome to the Experience Economy

 

Experiential marketing has been all the rage this year, partially fueled by the growing challenge of engaging hard-to-reach millennials. That said, are branded Ferris wheels really what's necessary to stay relevant? (We’re talking about Snap’s latest ad at Cannes.)

According to recent Eventbrite research, experiences trump things, with 3 in 4 millennials choosing to spend money on an experience rather than a material item. For instance, Americans attend more live events than ever before, looking for that unique authenticity found through in-person engagements.

The millennial generation has effectively changed the game for brands, who have to think more creatively (and authentically) in order to reach consumers and survive. Here are three of the top approaches utilized by brands to make a lasting impression:

  1. Host an event. Putting on your own event is a great way to engage your network. Make sure you know who your audience is in order to communicate with them in a way that’s meaningful - and fun.

  2. Experiential marketing. While social media engagement and the “fun” factor are great, forgo the Ferris wheel and instead, focus on creating an interactive connection with your audience. Experiential marketing is a two-way conversation and can offer an invaluable space to engage consumers.

  3. Guerrilla marketing. Guerrilla tactics are an unconventional, out-of-the-box way to achieve higher impact and visibility at a lower cost. By introducing an element of surprise, guerrilla marketing has high potential for virality, helping to amplify brand engagement both online and offline.

Interested in learning more? Here are 7 guerrilla marketing examples to inspire your next campaign.

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