BREAKTHROUGH SPRING 2016

Shiny Object Syndrome

 

We all have it to some extent, don’t we? Shiny Object Syndrome (SOS) is that tiny bit of ADD/ADHD in all of us. Electronics and gadgets aren’t the only items that distract us. In the world of marketing, SOS is rampant, particularly when it comes to social media.

New social channels mean greater opportunities to listen, build your brand and engage with your customers or prospects. However, it’s critical to pause and think strategically about whether it’s a good fit for your business and marketing strategy.

Before running toward the shiny light, answer the following questions:

  1. Is my current social strategy meeting our objectives? If you answer yes, you may not need to go down this freshly paved road.
  2. Do we have the capacity to add another tactic? If you’re already stretched thin, adding another tactic isn’t the solution.
  3. What’s the business potential? If you’re selling products online, maybe, but if you’re driving retail foot traffic, maybe this “cool” tool won’t drive incremental sales.
shiny object syndrome

BONUS: Are my customers/prospects present? It may be attention-grabbing, but if the people you’re trying to do business with aren’t there, you’re likely wasting your time.

Oreo's

Moment Marketing

 

With the rise of online advertising and multi-screen consumption, companies are now racing to link offline events with online campaigns – dubbed ‘moment marketing.’ Oreo won the “marketing Super Bowl” in 2013 with their use of moment marketing, taking advantage of a lengthy power outage during the game to remind consumers, “You can still dunk in the dark.” By reacting “in the moment,” Oreo tied themselves to a real-time event, thus becoming relevant to the millions of viewers waiting for play to resume.

According to research by Deloitte, this type of engagement is set for huge growth in 2016 with over 67% of brands planning to spend more on digital campaigns triggered by offline events. Some likely offline ‘triggers’ this year for our clients might include weather, financial events, and popular TV shows. Time to get into the moment!

Travel Planning is Full of Micro-Moments

 

Travel planning is full of what Google refers to as micro-moments: I-want-to-KNOW, I-want-to-GO, I-want-to-DO, and I-want-to-BUY moments. Users are increasingly reaching for the device closest to them for answers in these micro-moments – their smartphone. Proof? In 2015, mobile queries just within the travel category increased more than 50 percent, and the efficiency of good mobile experiences has led to less time spent on travel sites but higher conversion rates.* Is your brand and website doing enough to be seen in travel planning micro-moments? *Google, 2014-2015

iphone displaying travel search results

Changing Presidential Media Usage

For those of us who live in a state where a presidential primary was held, it seems like the ads followed us everywhere we turned, despite the fact that only about onethird of campaign spending is routed towards advertising; and that’s just a glimpse of things to come in this very unusual political cycle. No matter what your political leanings are, the choices are tough and the mud is being slung in all directions via media – with traditional TV advertising being just one piece of a complex messaging matrix.

Interestingly, the vitriol that we’ve become used to in the ever-present TV ads is flowing over in great waves into social media. While Obama is generally credited with taking advantage of the social media phenomena to engage voters for the first time when he ran in 2008, PR and social media are key components of virtually every presidential candidate in this cycle, and for good reason.

The real sea change, of course, is social media. Here’s where you have great control of your message, timing, tenor, etc., with Trump leaving his presidential rivals in the dust. A recent (March 2016) measure had Donald Trump at 14.1 million social media followers (Instagram/Twitter/Facebook), followed by 9.3 million for Hillary Clinton, 5.7 million for Bernie Sanders, and Ted Cruz with a mere 2.9 million.

This truly is a new type of campaign media blitz we’ve never seen before, as witnessed by this new-wave approach of messaging. The candidates’ messages are being pushed out through tweets, Facebook posts, and Instagram photos. For the first time, news reporting by big media outlets is being fueled by what is on presidential social media feeds, not the other way around. The politically-correct candidates who did ‘all the right things,’ like Jeb Bush, are now left in the dust, while socialmedia savvy operators like Trump, Clinton, and Sanders circumvent the political party old guard establishment and take their message directly to the voters.

While there are great, overreaching ‘conclusions’ one can come to about the death of TV political ads, that’s not the complete story. Yes, Jeb Bush spent a lot (nearly $90 million) on TV ads, and Trump has spent a mere $10 million. But when you add in PAC (Political Action Committee) spending, we’re on pace for more TV ad dollars spent in this election than in any previous one. At the time of this article in early April 2016, nearly $500 million has been tracked in political advertising … and there’s a lot more to come. In fact, Clinton’s campaign has already booked millions of dollars of ads all the way through October and early November prior to the general election, in anticipation of winning the nomination.

However you may measure it, PR and social media are significant influencers on public opinion, perhaps more so than any TV campaign could ever be. Trump continues to believe that ‘any publicity is good publicity’, and he may be right … the mass media outlets appear to love him. He’s received twice as much ‘free media’ value as Clinton, and many times that versus Cruz, Sanders, and the other candidates now out of the race. Even the big TV networks believe in the value of good PR, as long as it is deemed newsworthy, because it’s making the networks money by driving viewers to watch it. CBS Executive Les Moonves has been quoted saying Trump is “damn good for business!”

There’s a long way to go between now and the November election, but no matter the outcome, from a marketing perspective, things have changed and they’re never going back. PR and social media are not just nice options to have any more – they’re an integral, strategic, and leading component of political campaigns. It does bring up the question, however … are they an integral and strategic component of your product’s marketing campaign?

We’re Proud of our Staff!!!

 

Ellie Klimecki

Welcome Ellie Klimecki, our new account coordinator for public relations and social media. An Auburn University alumna, Ellie started her career at Rawle Murdy last summer as an intern. She is also a contributing writer at The Haute Mess, a fashion and lifestyle website.

Another exciting new team member to welcome is Rachel Spagnolo, our new business and operations coordinator. Rachel is a College of Charleston graduate and has recently moved back to Charleston after teaching English in Spain and previously living in New York City for five years while working for Michael Kors. Rachel is passionate about travel, and has been to over 15 countries.

New Clients!

 

We’re excited to announce that Christophe Harbour has partnered with Rawle Murdy as their strategic marketing agency. Christophe Harbour offers luxury oceanfront, Caribbean real estate, exclusive super yacht marina services, Tom Fazio golf, and a world-class hotel experience.

Christophe Harbour