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Just how risky is risky advertising?

Just how risky is risky advertising?

What campaigns do you remember in 2015?

‘Ride me all day for £3’, ‘Are you beach body ready?’, ‘Taste the Bush’

beach body readyThese words and imagery caused serious offence.

Were the companies justified in using them?

Remember this one? The reaction it produced went truly global as a story.

So a £100k campaign generated £millions of sales and rocketed the company into growth. Proving perhaps that all publicity is good publicity?

In a recent survey, 87% of people think it is “unjustifiable” to use “bad taste” to sell a product and 65% that it’s “never acceptable” for ads to be in bad taste.

tessaSo for clients to be brave, to push the boundaries to stand out, they need to balance shocking without being in bad taste….. basically to take the risk out of risky advertising.

Some marketers believe that in 2016, we should give consumers a lot more credit for their intelligence. Exposure to so much media makes us more accepting of honesty. And the bland middle ground of advertising is less likely to help your brand grow.So why not at least consider some creative?You might enjoy being a little risky.

DIY PR

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We do PR. We do it well. But we urge clients to create stories that will engage with the Press, even if they need a hand getting them out.

So if you want to embark on some local exposure for your own business, where do you start?

The 11 R’s

  1. Reach  Think about the user – who you want to read the story and pick those publications that are your demographic. Are you a niche or general
  2. Research  Take the time to build a comprehensive list of publications that could suit ALL your business’s angles. Get the right contacts.
  3. Read  One story does not fit all! Read your target media’s publications, know what they like & create an angle they will want to use.
  4. Relationships Take the time to develop relationships with relevant media contacts for your area. Connect on social media & face to face, network.
  5. React If something’s happened in your local area, or on the news, you can link a further story to, use it. Within 24 hours! Offer yourself for interview.
  6. Relevant  Journalists report interesting news, not your sales blurb. Be timely, relevant, interesting and new. Inspire and engage them with your story.
  7. Remember You want to be remembered so find ways to tie your company, locality, product etc into a memorable piece
  8. Right Write it right! Follow guidelines for what makes a great story and write it as you’d expect to see it in your target publication.
  9. Ring  Ring your connections first, sell in the story, be personal and follow up quickly with the piece. Ring back!
  10. Respond  If someone uses your piece, say thank you (of course). Publicise it. Use it. Show it off. Send it to prospects. Build the buzz.
  11. Resolution Stories are used more often if they have a press quality photo. High resolution for print! But make it a good photo! Stage it well.

Top tips

Don’t think PR is a quick job. Done well it takes many hours per story but it is worth it!

Use a newswire service.  
If you can afford it, it will potentially increase your media reach (broadcast your news further).

SEO benefits.  Anything published online at a quality site with backlinks to your website can help boost Search Engine results.

Utilize the cloud. Create electronic press kits, pdfs, photos etc in Dropbox and share it. Don’t attach everything to email!

Ask to see the many examples of reactive pieces we have got published, creative stories we have generated and fabulous press coverage for our clients across all media.

D3 Marketing – Portsmouth marketing; Portsmouth design; Portsmouth website

Facebook rolls out new ‘reactions’

When Facebook CEO Mark Zuckerberg hinted that Facebook was working on an upgrade to its famous Like button many suspected the launch of a “dislike” option. Instead, the clever minds at Facebook introduced a far more empathetic set of 6 ’emojis’ that best represent our most common emotions.

The new set of reactions includes love, laughter, happiness, shock, sadness and anger as well as the original thumbs up and is currently in its test phase in just two markets (Spain and Ireland) until they decide whether to tweak it and/or how to roll it out further.

Facebook has caught up with social networks like Path and sites like Buzzfeed, who already give users the ability to respond to posts with different reactions beyond simple likes and ‘faves’.

Users can find the new reactions on both mobile and desktop & on all news feed posts.

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You’ve probably heard of content marketing and you will have certainly visited content marketing sites every time you access the internet.

Whenever you visit news sites, entertainment sites or blogs like this, you are visiting a site that uses content (useful information) to market itself.

Content marketing can be successfully used to attract new clients, sales leads, enquiries and subscribers for any type of business.

So how do you do it?

  1. build and market a website
  2. fill it with FREE information that has real value to your prospective clients
  3. include images and calls-to-actions to provide an opportunity to purchase goods, services (or both), which are closely linked to the information you give away

Don’t forget to share your website content (blog posts) on your social media to drive more traffic to your website.

Contact us for help in building and marketing your website.
View our website portfolio here.

D3 Marketing – Portsmouth marketing; Portsmouth design; Portsmouth website

Social media trends for 2016

Social media trends to consider in 2016…

If you’re planning your marketing strategy, these 7 key social media trends should be part of your thinking.

1.  Response works

According to Search Engine Watch, 70% of Twitter users expect a response from brands they reach out to (and 53% expect it in less than an hour. In 2014 consumers made complaints on social media 879 million times but in 2015 messages went unanswered by brnads  out of 8 times! Get social listening and automation tools so that you can respond quickly

2. Live streaming video

Live streaming video is considered to be the next big thing thanks to apps like Periscope and Meerkat. It reveals a much more authentic side of your business. Unedited, unfiltered and real. See a more in-depth breakdown of the apps.

3. Social commerce

The more you engage, the more social selling and revenue is possible. Look out for more apps and features to help in 2016, such as Twitters Buy button.

4. SEO

Content is still king. There’s a shift from text to media but optimizing your organic content is still important. And social content is becoming increasingly more visible in search results.

5. Reviews

We are a review led society. 88% of consumers are influenced by reviews and online comments. Make sure you are aware, responding and improving your reviews.

6. Mobile first

Mobile devices have become the primary (not secondary) screen for most social media users.  Over 80% of internet users own a smartphone. 14% of Millennials wouldn’t do business with a company that doesn’t have a mobile site or app.

7. Data-driven decisions

You have access to so much information about consumer preferences – use it to personalize your message and focus on building stronger loyalty and long-term engagement. Personalized, data-driven marketing plans are in. But beware, numbers shouldn’t replace creativity.