Patagonia’s “Don’t Buy This Jacket” Campaign

At Upbeat Marketing we are always on the hunt for brands that introduce a fresh approach to marketing. We recently ran across a campaign that did just that.

We hope this example will inspire you in your marketing efforts, and that it will cause you to pause and consider how you can build your brand through your next campaign.

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The Campaign:

Patagonia is a 600 million dollar company with more than 50 stores worldwide dedicated to providing environmentally sound products to active individuals. Leading up to Christmas, a time of heightened consumerism, Patagonia ran a campaign that focused on the environmental impact of consumerism. Their campaign told customers ‘Don’t buy this jacket’.

They shared details about the environmental impact that the production of their products have on the world. They encouraged customers to pause before they purchased their products and to consider the impact their purchase will have on the earth. This campaign was successful and supported the ever-increasing growth of the company.

What We Can Learn:

  1. Find a Surprising and Captivating Angle: With all of the messages vying for consumers’ attention today, it is more important than ever to find a creative angle for your campaign. During a time of hyper consumerism, Patagonia found a way to stand apart from all of the companies loudly screaming discounts.
  2. Share Important Messages: Not only did Patagonia capture the attention of customers, but also they kept the attention of their target customer through sharing the right message. They didn’t craft a message intended to resonate with everyone. They kept in mind who they were talking to, and they found the best way to talk to them. Their message spoke to the heart of the passions and values that drive Patagonia, the same passions and values shared by their target market. In addition, a message that encouraging less frequent and more intentional purchases wisely supports a customer shopping with Patagonia, a company that is known for their long-lasting products.
  3. Reveal Who You Are: With blind consumerism on the decline companies are now conversing with customers who care about the impact of their purchase. Today, building your brand in the mind of your customer requires you to reveal who you are. Brands that are open and honest with their customers are often the most successful.

Upbeat Marketing would love to help you shape your marketing to intentionally build your brand. Give us a call at 512-222-4171.

Thanks for reading!

Lauren Perkins

Account Manager

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As the Demand for Content Grows, Consider Video

Movie Icon: RSSAs visits continue to grow to sites like Pinterest, Instagram, and Youtube, one thing remains certain…people are devouring content. They can’t get enough. And furthermore, they’d rather not spend time reading content. This trend may be an issue of lack of time by the public, or may be more accurately and positively attributed to the ole adage “a picture’s worth a thousand words.” I don’t know what that makes video worth, but when it comes to a company building trust, communicating values, and enticing customers, video is worth it’s weight in business.

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[See this blog post on Marketing Land for supporting numbers: http://bit.ly/XwVOYl%5D

As video views continue to grow with tablets and smart phones becoming more and more prolific, businesses are left asking (as perhaps you are now): So what? What does that mean for my business?

Every business has an opportunity here. What that opportunity looks like, is unique to each business. What is your expertise as a business? What “pain points” do you put at ease? Share your company’s solutions online! Share them because the public needs them. Share them because it helps you better understand yourself and your business. Share them because it’s good for your business.

To see how other companies use video channels to take their business to the next level, visit the Viddler site and scroll down to the “Viddler Spotlight Vides.”

Picture 16Then consider what kind of videos could take your business to next level, above and beyond your competition?

Video. Consumers want it, the Search Engines love it. Do it! At Upbeat Marketing, not only can we help, but we would love to.

To learn more about Upbeat Marketing and how we can help you with your online presence, visit our website here http://www.upbeatmarketingaustin.com or call 512-222-7141.

Seth Kuhn
Online Marketing Specialist

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Thank you, Reddit!

Upbeat Marketing has worked closely with the non-profit organization, Please BE KIND to Cyclists (PBKTC) for many years now. For those of you who don’t know, PBKTC is an Austin based non-profit that seeks to create a safe and healthy relationship between cyclists and drivers on our roadways.

bk_03_blog_horizantalPBKTC has grown considerably in recent years from a small grassroots organization to a prominent voice in the cycling community here in Austin, Texas and online. Their social media presence has allowed the public and online communities across the world to see their awareness campaigns in real time. Today we would like to feature a guest blogger and PBKTC social media coordinator, Zach Hunt to discuss finding fresh social media content for your own small business or non-profit.

“I’ve been managing and curating social media content for PBKTC. Today I want to impart to you a personal experience finding content through non-traditional means, and how important it is to diversify the places you look for content.

Last week the founder of PBKTC was working on a new inititive with the Austin Police Department (APD) where the APD places “Give Cyclists Three Feet” decals in the back windows of police cruisers to remind drivers to adhere to the Austin law.

On Saturday morning I was scanning a cycling subreddit on Reddit.com for interesting content for the PBKTC Facebook and Twitter pages and ended up running across a photo of the APD police cruiser.

safe passing lawRecognizing that the photo was already circulating the internet, I quickly decided to put it up on the PBKTC Facebook page. Not soon after the photo started going viral on social media, and the post received the largest amount of impressions a post on the page has ever received – somewhere around 30,000 people.

I know that this is a unique case because not every image you find online will be specifically related to your business or cause and have a significant impact on your community, but it was a great example of using various tools such as Reddit on the internet to track down vital information.

Reddit is not the main website I rely on for information or content for social media, but after attending a SXSW talk about the pros and cons of Reddit, I am starting to use it more frequently. If I hadn’t taken the time to understand the nuances and importance of Reddit in the internet community, it could have been weeks before I found the photograph of the police cruiser. When you are working with non-profits who work solely on awareness campaigns, letting the public know about your actions in a timely manner is crucial.”reddit

So, don’t be afraid to cast a wide net to find the content that will catch people’s attention to you and your small business or non-profit. Check out this previous blog post for more sites other than Reddit.

Upbeat Marketing specializes in online content creation for all types of businesses including non-profits. Email us at info@upbeatmarketingaustin.com today to schedule a consultation!

Thanks for reading!
Sarah Holick
Account Manager

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Call Me Maybe?

UM_callme_emailcallsignIn this day and age of email, text messaging and instant chat, the phone seems to have lost its primary function: the phone call.

Phone calls appear to have gone by the wayside in lieu of the aforementioned forms of communication (and not just in for personal use). It seems we are in the habit of using our phones for almost everything but actually calling someone, and I’m here today with a call to action: give the person you need to communicate with a call – literally, a call to action.

We all know how emails get quickly become buried on page 3 or accidentally overlooked.  When your first instinct is to email a client, customer, co-worker or contact, try picking up the phone instead. Yes, emails do leave easy to find records of your conversations, and yes, email allows an arguably more articulate composition of your thoughts, but there’s no substitute for hearing someone’s voice. Hearing someone answer a question or solving a problem together over the phone is invaluable.

Upbeat finds this particularly true in our PR efforts. Calling reporters or editors is one of the best ways to get their attention and make sure your press release is seen. Not only that, but having a call about what’s new on their beat, what’s coming down the pipe, where you might be able to fill in some holes is a VERY valuable use of your plan minutes.

Upbeat also finds phone calls helpful when we need a quick answer with our clients (and it’s UM_callme_clipartnice to hear their voice). It’s sometimes easier to talk through more complicated planning, give an update or get approval instead of typing it out (and don’t worry, you can always do that in a recap email).

A phone call allows you to discuss multiple topics, get quicker answers and HEAR someone. It’s an easy way to include a bit of small talk that can help your rapport with the person you’re talking to.

The wellness manager in me would like to point out the added benefit of being able to walk around while having a phone conversation. You could enjoy a light walk, the weather to get some fresh air. This simple activity allows you to get away from the computer screen for a moment which is something we all need during a long work day.

Remember: the next time you go to send an email, consider dialing the person you need to talk to and see if it makes a difference!

Upbeat can help you with all kinds of talking! Talk with the media (PR), talking with your clients (Messaging and Copy Writing) or talking to the search engines (SEO & SEM). Give us a call at 512-222-4171.

Thanks for reading!
Sarah Holick
Account Manager

Posted in Business Growth, Creative Solutions, Insipiration, PR, Productivity, Uncategorized | Tagged , , , , , | Leave a comment

Online Content Search Tools and Services

Casting a Net IrrawaddyBy now you know that content is king when it comes to your business’s website, blog and social media presence. When Google’s algorithms compute rankings search results, they not only consider websites containing a good amount of content, but most importantly new, valuable and shareable content. With the upcoming shutdown of Google Reader, it is important for you to know what other tools are out there to quickly retrieve up-to-date news and information while “casting a wider net” for new, unexpected sources for content creation.

Have you tried search tools? We’ve compiled a list of a few of our favorites to help you on your way to collecting and producing valuable content relevant to your particular industry.

Storify – http://www.storify.com

Storify helps users discover the most timely and relevant information about any topic from across the real-time Web. This particular tool is special because the user can search through many different forms of media related to the story you are creating: Youtube, Twitter, Instagram, Flickr, Google and other stories.

Storify not only allows you to view content on topics related to your field, but it also allows you to create stories (content), but that’s another blog post.

Trapit – http://www.trap.it

Similar to Storify, Trapit’s interface is user friendly, highly visual, and it scours the Web for you 24/7 to discover up-to-date, personalized content on almost any topic. Trapit’s special feature is that it shows you lesser-known but high quality sources that would not have otherwise shown up in search results when using other social media tools.

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If you are looking for trends in pop culture and entertainment that pertain to your business and social media followers, there are two tools to rely on: Buzzfeed and TrendSpottr.

Buzzfeed – http://www.buzzfeed.com

This excerpt taken from Buzzfeed’s website sums up BuzzFeed pretty well, “Buzzfeed is the leading social news organization, intensely focused on delivering high-quality original reporting, insight, and viral content across a rapidly expanding array of subject areas. Our technology powers the social distribution of content, detects what is trending on the web, and connects people in realtime with the hottest content of the moment.”

TrendSpottr – http://www.trendspottr.com

TrendSpottr is a predictive analytics service that identifies the most timely and trending information from any big data stream (think Twitter and Facebook). TrendSpottr’s core technology analyzes these real-time data streams and spots emerging trends at their earliest acceleration point – hours or days before they have become “popular” and reached mainstream awareness. Receiving this information early allows you to create content ahead of the curve which can help you build trust, loyalty and confidence with your audience.

Using these online tools will help you in find content through a myriad of sources. As you begin to write more in-depth and interesting content for your business, it will help increase your online presence overall in the eyes of search engines like Google.

Upbeat Marketing specializes in online content creation for all types of businesses. Email us at info@upbeatmarketingaustin.com today to schedule a consultation!

Zachary Hunt
Account Coordinator
hunt@upbeatmarketingaustin.com

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The Right Mix for App Marketing

How many of you reading this post have downloaded an app?  I’m guessing nearly every UM_blog_appforthatsingle person.  As consumers, we’ve all learned to rely on the convenience of apps to help streamline our daily lives – from business to entertainment, there is an app for just about everything you need and want to do. As a business or developer trying to break into the app-sphere, you know how difficult it is to be the one app that answers the phrase, “there’s and app for that!”

According to several sources, over 500 apps are submitted to Apple every day!  For the purpose of this post, we’re only focusing on Apple since they mostly dominate the app market, and their statistics are staggering.  Here are a few additional facts that will get your mind spinning (source):

–        The App Store hit 20 billion downloads in 2012
–        The App Store hit 2 billion downloads in December 2012 alone
–        The total number of App Store downloads has exceeded 40 billion
–        There are 500 million active App Store accounts
–        There are over 775,000 apps worldwide for iPhone, iPad, iPod Touch

Needless to say, competition in the App Store is fierce!  In order to stand apart from your fellow apps, you need not only a GREAT app with an appropriate pricing structure, but the right marketing mix.

When an app client comes to us, we look beyond just the App Store and take a strategic approach to marketing.  We approach a mix from all angles including app store optimization, search engine optimization (SEO), public relations, social media and app review sites.

Here’s a quick snap shot of our approach and app marketing services:

Marketing Strategy
We won’t lose sight of the bigger picture. We will help you determine the best media outlets and marketing channels to increase buzz for your app while taking your budget, timeline and company goals into consideration. It’s not just about driving downloads; it’s about engaging your user and creating brand evangelists.

Search Engine Optimization

Focused time and attention on SEO can help you attract new users to your app website by increasing your online visibility and relevancy. We use a strategic approach to improve your rankings organically and help you better compete. Our approach includes keyword research, competitor analysis and backlink reporting. We also apply our keyword research to your app store optimization.

Public Relations

We put our expertise into practice to generate rich, optimized and creative content that captures the attention of reporters, bloggers, industry writers and reviewers. We leverage our nationwide media partners to share your story and drive downloads, reviews and new users.

Social Media

Social Media is one of the strongest online tools for increasing brand awareness and engaging with app users. Listen to what your users have to say about you (both good and bad) and keep them updated with interesting content and relevant information (new features, versions, inspirations, etc.). Social Media also helps users engage with you on a more personal level.

App Review Sites

We understand the importance of reviews as they relate to driving downloads. We use SEO tactics to identify both 1) the highest ranking App Review Sites and 2) the App Review Sites that are currently linking to your competitors and/or the hottest trending apps. When pitching your app, we focus on App Review Sites with a Page Rank greater than 2 to help improve your search engine rankings.

Quiller_logoMost recently we’ve had the pleasure of working with a NEW ipad journaling App called Quiller.

Created by Austinite Amy Randolph, Quiller is truly special in that it offers over 1,000 thought-provoking prompts to help users avoid writer’s block. It is an eye-pleasing, thought-inducing, user-friendly app worth a look.  (Interesting side note: Randolph took her savings to buy a home and built an app instead)

Taking a similar approach as outlined above, we can proudly say that Quiller has received over 1500 downloads, over 15 editorial articles and one television appearance since launching in February 2013.  We are proud to represent this unique app and continue foraging ahead to gain a foothold in the very crowded app market!

If you have questions about app marketing, please don’t hesitate to contact Upbeat Marketing by email info@upbeatmarketingaustin.com or by phone 512-222-7141.  Visit our website at www.upbeatmarketingaustin.com to learn more about our services.

Suzanne Feezel
Owner, Upbeat Marketing

Posted in Branding, Business Growth, Creative Solutions, Lead Generation, Marketing, PR, Products & Services, Review Sites, Search Engine Optimization, Social Media | Tagged , , , , , , , , , , | Leave a comment

How to Win Friends and Influence People—Online

Dale Carnegie gave the following advice in his bestseller, How to Win Friends and Influence People:

So if you aspire to be a good conversationalist, be an attentive listener. To be interesting, be interested. Ask questions that other persons will enjoy answering.”

Dale was a master of building relationships!

We love our friends because they are genuinely interested in our lives.  We share our trials and our joys with those closest to us, and as a result we can meet one another’s needs.  It’s unlikely that your business can share in quite this capacity, but if you focus your communication around your clients’ wants and needs you will see a tremendous growth in the quality of your relationships with customers!

The buyer-centric marketplace we live in means the buyer controls the “sales” process.  Your job as a business owner is to act as a information resource and to give the customer an idea of what a relationship with you would be like – basically, allowing them to know who you are.  Here are a few tips you can start using right now:

  • Write an incredible About Us page
  • Exchange content about “product and pricing” specs for news, white papers, Twitter streams and other content that act as a resource for what your customers’ are searching for (see this Entrepreneur article: 3 Common Marketing Mistakes and How To Fix Them)
  • Integrate your brand into the lives of your customers by spending time where they spend time.  Susan Gunelius of Entrepreneur hints to not “interrupt” your customers with “marketing messages” but to engage them in conversation instead (See 5 Signs You Need A Marketing Makeover)

If the topic has caught your interest, this Inc.com article digs even deeper into online relationships: Building Online Trust: 7 Tips for Being Authentic.

Upbeat Marketing specializes in branding and online marketing.  We love talking building business and relationships!  You can reach us at www.upbeatmarketingaustin.com or at 512.222.7141.

Thank you for reading!
Upbeat Marketing Intern

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