Brands and St. Patrick’s Day marketing success

If you hadn’t already noticed that today has a particular tint of green about it, it’s St. Patrick’s Day. A worldwide celebration of Ireland’s patron saint, and lucky for us Londoner’s a particularly sunny Friday.

 

Out of  33 million Irish-Americans, 56.1% are planning on celebrating St. Patrick’s Day in the US, making it the fourth biggest US drinking day behind NYE, Christmas and Fourth of July. Spending is also at an all-time high this year with 5.3$B expected to be spent in the US.

With so much potential spend no wonder some lucky brands have charmed their way to a pot-of-gold at the end of their marketing rainbow.

So in honour of the holiday, we’ve collected together some of the best successes brands have had from their St. Paddy’s Day marketing campaigns.

 


#1 Guinness

St. Patrick's Day Marketing

 

13M Pints of Guinness will be consumed worldwide today so there is no way we can’t include Guinness in this blog post. This amazing campaign links with their previous ads to encourage friends to get together and celebrate St. Patrick’s Day as ‘the friendliest day of the year’.

The brand produced an interactive infographic filled with different stats and figures about the product and worldwide celebrations on St. Patrick’s Day. Each stat was shareable on social and also included a competition to win a trip to Dublin. Guinness raised huge global brand awareness with their snazzy infographic, sparked social conversations and gained a vast amount of data on their consumers.

 

 #2 Jameson Limited Edition

 

Jameson has launched its 6th consecutive St. Patrick’s Day limited edition bottle which sees Jameson celebrate its Irish Heritage by collaborating with some of the finest Irish artists or illustrators.

It is a fantastic long running campaign that returns year-on-year as a way for Jameson’s to celebrate their brand history and heritagewhile also celebrating the culture of Ireland to bring people together and celebrate amazing moments. While This campaign not only promotes great company and national culture, but also gives loyal Jameson’s customers the chance to collect beautifully crafted limited edition bottles!

 

#3 Jameson – #LongLiveTheShot

 

In 2015 Jameson launched a great social campaign, led by 360i, featuring 3D video ads on Facebook and Instagram. The ads encouraged people to raise a shot to the bartenders and anyone who celebrates St. Patrick’s Day.

The campaign was a brilliant way to encourage engagement on social as users were invited to share their St. Paddy’s Day experiences through a shot glass filled with Jameson whiskey, paired with the hashtag #LongLiveTheShot. The social campaign saw a 20% business growth for 3 consecutive months and a 720% increase in e-commerce sales. Although this was a US centred campaign those results are certainly worth talking about.

 

#4 Tourism Ireland – Global Greening Campaign

 

The Global Greening Campaign continues to go from strength to strength as more iconic world landmarks are illuminated in green to celebrate Ireland and St. Patrick’s Day. When the campaign initially launched in 2010 just the Sydney Opera House and the Sky Tower in Auckland participated. Since then we have seen a host of different buildings in many countries take part and turn green to celebrate the national day.

The campaign has had huge global success, last year’s campaign featured 240 landmarks and sites in 45 countries including 7 World Trade Centre at Ground Zero, the Great Wall of China and the Nelson Mandela statue in Johannesburg. Today we will see London’s Heron Tower and One World Trade Center in New York alongside many other new landmarks. Want to see if your city is featured? Check out the full list of new landmarks here.

 

 

So there we have it. We hope you enjoyed our choice of the some of the best St. Patrick’s Day marketing campaigns. What are your thoughts on our choices, did we miss any? Let us know in the comments or at @HarvestDigital and finally Happy St. Patrick’s Day!

 

 

The post Brands and St. Patrick’s Day marketing success appeared first on Harvest Digital.

New client: Son of Steak

Son of Steak logo
There’s a new cow in town – and we’re spreading the word.

Opening towards the end of March in Nottingham’s Trinity Square, Son of Steak is the newest restaurant to come from Mitchells & Butlers, one of the UK’s largest bar, pub, and restaurant brands and owner of popular chains like Harvester, Toby Carvery, and All Bar One.

We’ve taken on Son of Steak as a social media client, and have just launched its Facebook, Instagram, and Twitter channels. That’s all we’re saying for now – we don’t want to spoil anything! – so follow Son of Steak on social to see what it’s all about.

The post New client: Son of Steak appeared first on we think.

Beyond Best Practices: 5 Scientifically Proven Secrets For Email Marketing

By Nancy Harhut (Chief Creative Officer)

Have you heard the dirty little secret about email?

You can follow all the best practices – every single one – and still not get the open, read and click through rates you want.

You can write subject lines short enough to be seen on mobile devices. You can craft easily scanned, reader-focused copy. You can even pop your buttons in contrasting colors.

Yet your metrics may still lag behind your goals.

It turns out that science offers a very good reason for this. And it has to do with how people actually make decisions.

Up to 95% of decision-making takes place in the subconscious mind.

According to social scientists and behavioral economists, up to 95% of decision-making takes place in the subconscious mind. That’s right, 95%.

We all like to think we, and our customers, make thoughtful, considered decisions. But very often people simply rely on decision-making shortcuts – certain automatic, instinctive, reflexive behaviors.

Humans have developed these shortcuts over the millennia as a way to conserve mental agency. And today these hardwired decision defaults can impact everything from what people read, to whom they trust and when they buy.

The good news? If you’re aware of these decision-making shortcuts, you can create emails that take advantage of them, prompting people to automatically take the actions you want them to take.

Following are five ways to do just that.


1. The Zeigarnik Effect – or why just getting started can be so powerful

The Zeigarnik Effect - Hotels.com

Social scientists have found that people don’t like to leave things incomplete. Once we start something, we feel compelled to finish it. It actually bothers us not to.

Think about a book you’ve read to the end, even if it wasn’t as good as you thought it’d be. Or a TV series that you just couldn’t wait to come back after the summer hiatus, so you could see how things turned out.

That’s all evidence of the Zeigarnik Effect in action.

And email marketers can use this principle very effectively. For example, send a message reminding prospects that they began designing or customizing a product on your website, but never finished. Or that they added several items to their cart, but never quite checked out.

Another powerful application of the Zeigarnik Effect can be used in loyalty programs. You know those digital punch cards that offer customers a free product after they’ve made 10 purchases?

Instead of showing 10 empty squares waiting to be marked off, show 11 but already mark off the first one. The number of purchases you want customers to make remains the same.

But in the latter scenario, the card has already been started, and that can make people feel compelled to complete it. In fact, one social science study showed a 78% increase in completions using this tactic.


2. Availability Bias – or what to ask before you ask for the sale

availability bias - flying

People will determine the likelihood of something happening based on whether or not they can recall an instance of it. That’s why, when asked, someone will tell you that lots of people die in plane crashes.

They’ll think back to the news reports they’ve heard involving planes, remember many of those stories involved crashes and casualties, and based on this information that’s “available” to them, determine that yes, many people must die in crashes.

What they don’t have available to them is many stories of perfectly safe plane landings.

So how do you use Availability Bias in email marketing? Before you ask your prospect to buy your product or service, first ask them to think of a situation in the past when they could have used it. Or to imagine a time in the future when it might fit nicely into their lives.

This will make them more receptive to your message, because they’ll judge the likelihood of the event (in this case their needing what you’re selling) to be higher.


3. The Scarcity Principle – or why people want what they cannot have

AhaLife - The Scarcity Principle - Email Marketing and Behavioral Science

Researchers have found that people place more value on items that are scarce. If something is readily available, we get it if we’re interested and ignore it if we’re not.

However, just let people know that the product or service is available only to certain people, or only for a certain amount of time, and that changes everything.

Suddenly, people will want it. And want it badly.

This is the Scarcity Principle in action. It has two sides – exclusivity, when something’s available only to certain people, and urgency, when something’s available only for a limited time.

Email marketers can easily tap into the Scarcity Principle using deadlines, exclusive offers, and limited quantities. Include expiration dates in your emails, emphasize that your target is receiving the email because they are part of a certain group, or underscore how rare, hard-to-get or nearly sold out your product is.


4. The Authority Principle – or how to instantly leapfrog the competition

Authority Principle

When people are young, we’re taught to recognize and respect authority. By the time we’re adults, it’s second nature to us. We automatically trust and believe those whom we perceive to be authorities — often without giving it a second thought.

And that’s why the Authority Principle can be so powerful for email marketers. We can use it to catapult our companies to the top of our target’s consideration list.

If our email includes an endorsement from a respected person, publication, association or institution, it can trigger a decision-making shortcut. Our targets will assume the endorser has done all the research, saving them the time and effort.

It becomes an easy decision to just take the expert’s recommendation.

In addition to a quote from an authority, you can also trigger this response by adding badges or logos from business, consumer and trade associations to your email, mentioning that you’ve been named to a top 10 list, or showing that your product or service was featured in the news.

Once your target sees you’ve attracted the attention of an authority, you’ll instantly look better than your competition.


5. The Von Restorff Effect – or which days are best for email

The Von Restorff Effect in Email Marketing

According to the Von Restorff Effect, people notice and remember things that stand out. If something is unusual or different, it attracts our attention.

So, as email marketers, we want to take advantage of days that are unusual and different. And what days are unlike most any others? Holidays and special occasions.

Special occasion emails can encompass customer birthdays and anniversaries, as well as company Founders Days and new product launch days.

Holiday emails can include all the traditional holidays –Independence Day, Halloween, Thanksgiving, etc. – as well as any of the offbeat and unusual ones that a quick Google search can reveal.

For example, as I write this, people all over the USA could be celebrating National Chicken Boy Day, National No Rhyme (Nor Reason) Day, National Gyro Day, National Cherry Popover Day and Emma M. Nutt Day, who you may or may not recognize as the first female phone operator.

Admittedly, these are rather obscure holidays, but they can provide the inspiration for an email theme that could certainly stand out from every other day.


Use these principles to increase your email metrics

The truth is, there are lots of hardwired behaviors and decision defaults that your target relies on every day. And this applies regardless of whether that target is older or younger, highly educated or not, rich or poor, male or female or in a B2B or B2C environment.

As you develop your email campaigns, don’t stop at best practices. Also factor in the way people actually make decisions. When you do, you’ll finally see that increase in open, read and click through rates you’re looking for.


Wilde Agency Logo 1

Wilde Agency is an award-winning integrated marketing agency that specializes in understanding and utilizing the science of human behavior to drive superior results for our clients.

If you’re interested in learning how we can help you improve your ROI, please contact John Sisson, President of Wilde Agency at 781-251-2745 or john.sisson@wildeagency.com.


The post Beyond Best Practices: 5 Scientifically Proven Secrets For Email Marketing appeared first on Wilde Agency.

The Google Fred Update

It’s been about a week since there were rumblings of a new Google update, but we’re sure one is here. While Google declined to officially comment on the update, aside from their usual rhetoric, SEOs all over the web began to notice heavy changes to certain types of sites.

In a departure from the other recent updates that we’ve had – e.g. Penguin 4.0 – which have focused mainly on links and link quality, this update seems to look at the quality of content on site. Fred appears to be a judgement around whether users are finding sites helpful or whether a site is answering relevant queries correctly.

How has Fred affected sites?

From the evidence that we have seen so far, it appears that Fred has mainly been related to sites that are not designed to answer relevant queries, and are only made for generating ad revenue.

A lot of the sites that Fred has affected are very ad heavy, with little content and a lot of ad space. I’m sure we all know the type of site here; a slideshow format and hundreds of ads – something you usually get referred to by a Taboola or Outbrain widget.

According to largely anecdotal evidence at this point, these sites have seen a drop of 50 percent or more in organic traffic overnight. Search Engine Roundtable has highlighted some specific sites that were affected by Fred, and they all seem to fit into the ‘ad revenue over user intent’ model.

How can sites recover from Fred?

If a site has been affected by Fred, it could be due to the level of ad space over content. A lot of webmasters are responding to Fred by removing some of their ad space – and have seen their rankings recover as a result.

One such site that has been notable in their efforts to fight Fred is FactSite. Luke Ward, who owns FactSite has said that while the site is old, his content was unique at the time of posting and helped users.

However, he has seen a massive drop in rankings due to the effects of Fred and, as a result, removed his advertising space. After removing his ad space, he saw his site’s rankings return to normal within fifteen hours.

And why is Fred a fish?

Gary Illyes said that, unless stated, every update will be called Fred from now on. According to Barry Schwartz, Fred is the name of a fish that Gary has. So there we go.

If you’re worried about effect of this or any other algorithm update, drop us a line and see how we can help you.

The post The Google Fred Update appeared first on Harvest Digital.

Adapting to Change Can Be a Slippery Slope

When you ski the conditions are often fleeting. It may start off sunny and end up snowy; the snow conditions can be powder at the top and slush at the bottom; the light goes from bright to flat, and the wind can pick up at any time. I recently went skiing in Utah with a group of 11 skiers ranging in age from 14 to 77.  Here is what I observed, and how each lesson can impact your performance in the workplace.

Fear can create doubt in an instant.
When visibility changed and it became difficult to see the slope, the youngest and oldest skiers became a bit paralyzed. They seemingly lost their ability to ski and needed to have their confidence rebuilt. Others followed more experienced skiers and were visually guided down the mountain and eased off the cloudy, windy ridge with no fear at all. The key is to adapt to conditions and find a focus to guide you through turbulence.

Internal voices have a strong influence.
We discussed the idea that everyone in the group knew they could get down anything. We might not ski it well but you know you can get off the mountain. One day, a few consecutive falls created a momentary lapse of confidence for one of my family members. After a break inside for lunch they regrouped, but that lack of confidence had an impact on their ability to perform. The key is to control the voice in your head. Shifting from a negative to positive outlook directly impacts outcome.

The equipment is rarely to blame.
We often look for who or what to blame when things don’t go well; in skiing it easy to focus on the boots or the skis. I found myself longing for a brand of skis that I had rented last year—the Nordica Belle to Belle. The day I got them I felt stronger and more in control. Did those around me believe that I skied better than the day before? No, but for me they were game changers.  The key is to be aware of our crutches, and use them to help us adapt and excel.

You can enhance confidence in others.
In this example, the group was able to influence the outcome of an individual. By positively reinforcing members who suffered from self-doubt, we were able to shift their confidence and, in turn, their ability to ski. Are you watching the group and individual dynamics during times of change? The key is, as a leader, to get those paralyzed by a big moment back on track… or you risk letting their fear steer them off trail.

Shifting resources can improve outcomes.
One day we hit the slopes early and the snow was very wet. Many people’s jackets and gloves were not fully waterproofed. As some of us had to leave early that day, we accessed the situation. I took off my dry shirt and traded with my sister before heading down. Another took my dry-liner gloves and, if we had thought of it, we should have given someone my daughter’s jacket. Our ability to generously shift the dry clothes to those staying allowed them to have a more productive, enjoyable afternoon when the sky cleared. The key here is to ask, “Do we reassess the situation and change course enough?”

These lessons may sound simple, but times of rapid change, when fear of the unknown seems to loom around every corner, can be paralyzing, make us doubt ourselves and steal our confidence. We can help each other adapt, change course and reassess situations as a group more quickly. However, often we try to plow through with the doubt in our head (or in our equipment) thus reducing the chances of optimizing the situation and creating the strongest outcome. I will take my lessons from the mountain back to the office, and I hope they might inspire you to adapt as well. Happy skiing and happy leading!

Women’s Leadership Network NY Hosts Q&A with Danielle Gray

For the Sapient
NY Office, the highlight of International Women’s Day week was our Q&A
session with Danielle Gray, former Senior Advisor to President Obama, moderated
by John Casey, Head of PR & Media Relations for SapientRazorfish.  

She made her
way to the front of the audience with little notice. For someone who has made
such a great impact on recent American history, Danielle Gray came across as down-to-earth
and relatable. After describing her “normal Long Island kid upbringing” going
to public schools and bar mitzvahs, and her early aspirations of being a
cartoonist, she recounted key moments from the years since. Taking us from how
she got to the White House, she brought us to the work she’s doing today as a
Partner with the world’s largest law firm.

Ms. Gray spent two
years campaigning for Obama’s presidency and then five exciting years in the
White House serving in his administration in senior
legal and policy positions, most recently as Assistant to the President and White
House Cabinet Secretary. In just those few years, she was instrumental in the
judicial selection and confirmation of both Supreme Court Justices Sonia
Sotomayor and Elena Kagan. In describing the appointment of a Supreme
Court justice as “law nerd heaven,” and like playing “fantasy Supreme Court,”
she had the audience giggling. Then on an earnest note, she told us
“Justice Kagan was a professor [at Harvard Law School] and mentor. [Confirming her]
was a unique honor of mine.”

Also
responsible for helping pass the Affordable Care Act, she calls this
legislation as a high point of her time working with President Obama. “This
mattered. People’s lives would be better for it.” But before it passed, she
confessed to another unforgettable moment. Invited to a very last-second
meeting about the plan, she ran to the Oval Office in track pants and a
cashmere sweater—with a hole in it. Worse than being razzed by Obama, a staff
photographer snapped a shot of the working session that would hang prominently on
the White House wall, among other public places. Mortified, she recalled “the
photo was all over the place. Friends were sending it to me!”

After
leaving the White House in 2014, she became a partner at O’Melveny & Meyers
in New York, addressing issues at the intersection of public policy and
government. With a true passion for public service, she spends a good amount of
time today doing pro-bono work for the NAACP defense fund and helping to
safeguard voting rights and immigration rights, most recently fighting the
travel ban.

When
asked by a young woman in the audience about how we as average Americans can
make a difference, Ms. Grey spoke about the importance of protests like the Women’s
March and she encouraged the audience to keep it up and stay active, from supporting
our local leaders to making phone calls to Congress. “They really do matter.”

So how
did Danielle Gray become the incredible woman she is today? As women who inspired
her, she cited her mom, Justice Elena Kagan and of course, everyone’s hero,
Oprah. See, she’s just like us.

Women’s
Leadership Network seeks to empower SapientRazorfish women through inspiration,
advocacy and guidance to help them achieve their greatest potential.
 

Inside Knowledge: This weeks latest industry news

Each week the Savvy Insight Team draws together the latest industry news, interesting facts and marketing intelligence from around the world and pieces it into one article. Simply click on the highlighted source to read the full article. Please note: To …
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The post Inside Knowledge: This weeks latest industry news appeared first on Savvy Thinking.

Join SapientRazorfish and Adobe at Innovation Day at SXSW ‘17

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We’re hosting this year’s Innovation Day, a collection of talks dedicated to how artificial intelligence (and its brethren) is helping brands understand, predict, and more effectively engage with the wants and needs of people in a deeply personalized way. Spend the day getting your fill of boundary-breaking insights from trailblazers such as Sideways Inc., TUNE, Adobe, NEW INC at New Museum, The Community, and SapientRazorifsh. Then, get your chill by attending our happy hour!

Innovation Day | Sunday, March 12th
Time: 10AM and 4PM CT
Location: Palm Door on Sabine, Austin

(click here for directions)

See the schedule below for details and follow this link to RSVP and attend. Looking forward to seeing you there!

GET YOUR FILL: INNOVATION DAY

10AM – 10:50AM Augmented Intelligence: The Next-Gen AI
With Melanie Cook, Head of Strategy & Content, Southeast Asia, SapientRazorfish

The Super Intelligentsia believes that AI and Armageddon go hand in hand. Robotics and AI have integrated human and mechanical capabilities at work, with jobs lost and skills condensed to a keystroke. But human intelligence is far from obsolete. With crowd-computing, we have knowledge exchanges like Wiki and real-time, curated news. Semantic technology helps leaders understand what is happening in the workplace, but neurology shows that these leaders cannot make choices (and therefore take action) without emotion. Augmented Intelligence takes human intuition and imagination, and combines it with AI’s ability to automate and scale, making the Intelligent Workplace hard to beat.

11AM – 11:50AM The Future of Content Creation
With Ron Nagy, Senior Evangelist, Adobe

Artificial Intelligence and Machine Learning (AI/ML) are transforming the way content is stored, retrieved, displayed, and created. We are creating more content for more channels vying for ever-dwindling attention. While social is driving a lot of content explosion, personalization across channels is driving higher content velocity. You’ll learn how Adobe has consolidated a number of technologies under Adobe Sensei to enable our customers to deliver more experiences faster. Join us to see a variety of demos from the not-too-distant future of content creation; and hear how you can leverage AI/ML to create better experiences.

12PM – 12:50PM Building the Cognitive Business
With Simon James, Global Head of Performance Analytics, SapientRazorfish

Technological innovation has fundamentally changed human behaviour, but perhaps no technology has been hyped as much as AI. How do businesses prepare for an AI-first world when they are still coming to terms with mobile-first thinking? Find out how AI is changing and challenging businesses today, why AI is a platform play and not a product play, how any business can start down the road to becoming AI-first, and how to overcome internal blockers to generate real business value.

1:15PM – 1:50PM HeyMap: Blending Social Media with the Real World
With Andy Amendola, Director of Digital Strategy, The Community; Juan Aguilar, Art Director, The Community; Lindsey Stormer, Copywriter, The Community

Join Juan Aguilar, Lyndsey Stormer, and Andy Amendola from The Community as they discuss the possibilities of merging our physical and digital worlds. Get a sneak peak of HeyMap, an app that lets you connect with friends through physical places by sharing posts in specific locations around the world.

2PM – 2:50PM Same, Same, Different: A Conversation on Changing the Ratio in Creative Technology
With moderator Keri Elmsly, CCO, Second Story and panelists Ian Sefferman, GM, TUNE Marketing Console ; Julia Kaganskiy, Director, NEW INC at New Museum & Aina Abiodun, Head of Strategy, Sideways Inc.

The definition of insanity is doing the same thing and expecting different results. It’s time to discuss some different tactics our industry can take to create a more vibrant, inclusive, and diverse environment.

3PM – 3:50PM Lessons Learned from Birthing a Bot
With Chris Messina, inventor of the hashtag, former Googler, and proud participant in the open source/open web communities

For nearly a year, Chris has been incubating his own mini me, which he lovingly and accurately calls “MessinaBot”. It lives on Facebook Messenger and can tell you all about him, as well as pull content from all places he publishes to across the web. You can access cocktail recipes from MessinaBot, and if you connect your Uber to it, then it’ll send you his Foursquare tips based on your destination. In this session, Chris will share his journey to birthing his own bot and what it portends for social technology more broadly.

GET YOUR CHILL: HAPPY HOUR

4PM – 6PM Happy Hour Drinks
Unwind with authentic Austin musical flare. Co-sponsored with our friends at Adobe.

Follow this link to RSVP for any and all of the above!