How-Web-Design-Will-Impact-Digital-Marketing-1024×512.png
- Paul Anderson is director of marketing at Soffe Apparel, an apparel company started in 1949 as a distributor to the military. Over the years, the company expanded into clothing and became known for its signature athletic shorts. The shorts, made for men, became popular among cheerleaders, who would fold down the band so they'd fit properly.
  In the fall of 2014, Soffe conducted market research into the young, female market for athletic apparel that yielded some interesting insights. Soffe learned that women felt more motivated to work out as part of a group, and that that sense of belonging was key to success when pursuing their fitness goals.
  I invited Paul to Marketing Smarts to discuss how Soffe used those insights to completely rebrand the company to reach the underserved demographic of young, female athletes seeking inspiration and motivation from one another.
  Soffe's "Strength in Us" campaign is a complete turnaround from the brand's previous marketing message. The company's willingness to act on sound audience data has turned its social channels into a destination of choice for its target audience.
  Here are just a few highlights from our conversation:
  Don't be afraid to rebrand if you're not reaching your core audience (03:23): "The Soffe brand has been going through a massive revamp over the past 18 months.... We noticed especially on the women's side that there was this massive disconnect with our core consumers. So, one of the things we wanted to do...was to go out and actually listen to that consumer. That really prompted [us to conduct] research."
  Invest in research so you can truly understand your audience (04:00): "One of the big things we did was to bring on a new agency of record...and they've got some pretty interesting proprietary tools at their disposal [that] allowed us to set the stage for the research that we did. Being able to, at scale, understand and listen on social and through search, we were able to get an idea of brand sentiment.... That then prompted us to dig into the specifics around our core consumer.... Young women were connecting through exercise and these group-based activities.... 80% of young women said they were more motivated to exercise with friends or a team. 92% said they were more powerful as a group... It wasn't that they weren't competitive—they were individually competitive—they just felt that there was something more."
  Look for opportunities to connect with audiences your competition is ignoring (05:35): "As we looked at the activewear market in general, we saw a big opportunity there to tell our story, a story that had been part of Soffe for a long time: our roots in the military, our roots in cheerleading, and then how that evolved to how...young women approach active now.... We're a smaller 'fighter brand' as I like to say, but as you look at the big guys that are out there, it's all a lot of the same—advertises and talks about 'lone individuals' with big campaign slogans glorifying the single athlete. We thought that this was an interesting thing that we'd want to hang our hat on, and talk to our core consumer and young women in a more realistic and authentic way."
  Once you've reviewed the data, use it to better serve your target audience (07:41): "We did some early segmentation work and really looked at the different groups around dance culture, around gymnastics culture, Zumba and cardio barre—all these sort of new exercise movements that really are based around groups, and they all sort of draft off of dance in a lot of ways. We're really concentrating on messaging around those activity bases where we're building product and merchandizing around those things. It started with segmentation."
  Go where your audience is (like Instagram) and give them content that inspires (08:53): "What we wanted to do as we launched for spring 2015 was to put a break between the brand's old and new content. We wanted to be pretty stark about it. To launch the 'Strength is in Us' campaign, we released a 24-word manifesto in 24 separate posts, and each post featured compelling statistics around our study, and it really just captivated—the statistics around teamwork, around the power of collective strength. It was interesting to see our consumer who was used to our 'old' content, and then seeing the reaction from our new 'coming out' party.... It's just about being a content source for our consumer and really to inspire and motivate young women around this idea of 'the power of we' and 'the strength is in us....' We were on Instagram before, but we're being more strategic and more channel specific about it. It is our most engaged channel."
  Experiment, but not without a strategy; establish a baseline to measure against (12:18): "We can see Likes, comments; and as our audience grows, those things are all important. One of the things...we had seen through our initial research around the brand was digging down and understanding brand sentiment...and we're going to be paying attention, obviously, to that. We wanted to be a place to host the conversation around our positioning, sort of a content source of inspiration and motivation.... We want to be a brand publishing content that engages our consumer. It's one thing that we just didn't do when we lost touch with them.... We've established a brand-tracker base that we're going to use to measure yourself against quarterly, so that'll be really interesting to see where the needle moves there.... We have seen our followers increase at a rate that was higher than what we were previously doing, so that's a good sign."
  To learn more, visit Soffe.com or follow Soffe on Twitter: @Soffe. And be sure to check out its Instagram feed: @soffegirl.
  Paul and I talked about much more, so be sure to listen to the entire show, which you can do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!
  This episode brought to you by CallidusCloud.
  Special thanks to production sponsor Candidio, an efficient, affordable video production platform allowing marketers and communicators to collaborate and curate video content, with help from a team of professional, on-demand video editors for the finishing touches. Check them out!
  Sign up to gain access to thousands of marketing resources! Don't worry ... It's FREE!
  Paul Anderson, director of marketing at Soffe. Follow Soffe on Instagram.
  Kerry O'Shea Gorgone is director of product strategy, training, at MarketingProfs. She's also a speaker, writer, attorney, and educator. She hosts and produces the weekly Marketing Smarts podcast. To contact Kerry about being a guest on Marketing Smarts, send her an email. You can also find her on Twitter (@KerryGorgone) and her personal blog.
  Source
  http://rss.marketingprofs.com/~r/marketingsmarts/~3/L1Fcksck1Ug/brand-management-soffe-instagram-Marketing-Smarts
Pages
90s-SEOs-Facebook-ad.png
Build YouTube Ads Campaigns that Convert
- 6 Tips to Choose a Digital Marketing Agency
  Digital marketing is essential to the marketing strategy of any 21^st century business. Without a strong online presence, it is very difficult for companies to find success. For this reason, finding a great digital marketing agency is an important business decision. They will help define your online presence and ensure that your target audience finds your website. With so many different digital marketing agencies out there, it can be hard to pick one. We’ve compiled a list of tips to help you find the right digital marketing agency for your business.
  1. Find Out Which Services They Offer
  Not all digital marketing agencies are the same. Some might only focus on blogging and SEO, while others might only create digital ads. It’s important to choose an agency that suits your needs. Most businesses will find themselves in need of a combination of organic social media, blogging, SEO, paid search, and social media advertising. While you could hire multiple companies to handle these different needs, the result will be a convoluted strategy. Instead, you should find an agency that can offer all of these services together. You will then be able to work with the agency to come up with a clear strategy that uses these different services to achieve your goals. Choosing a digital marketing agency that offers all of the services you need in one place will ensure the most successful marketing plan for your business.
  2. Consider the Size of the Agency
  You might think bigger is better when it comes to a digital marketing agency, but the opposite is often the case. A smaller agency will have more time to put into account. You will receive a more personal experience with people who have the time to answer all of your questions and sit down with you for one-on-ones. A smaller company will also provide the opportunity for a more individualized approach than a bigger company who reuses a similar strategy for different clients. Another advantage to smaller companies is that you can be sure your company has access to senior expertise. Larger agencies are likely to hand off smaller accounts to junior teams that are less experienced. When you deal with a small agency, you can be sure that you have access to the most experienced people available.
  3. Look to Past Clients
  When choosing a digital marketing company, you should investigate their past clients. Reliable agencies will be able to provide you with past clients to provide references and talk about their experience with the agency. They will also be able to provide case studies and a portfolio demonstrating their abilities and successes. You should also look at reviews of the agencies, both on reviewing sites such as Yelp and Google reviews and their own site. A reliable digital marketing agency will be able to prove their abilities and success through the testimony of past clients.
  4. Consider Experience
  In addition to positive client testimony, you should verify that your digital marketing agency has a proven track record of success. There are thousands of digital marketing agencies out there, some which have only been in business a short time. In order to ensure the best marketing plan, you should choose an agency with enough experience to have developed expertise in the field. Look for a company that has been around long enough to truly understand the industry in order to provide clients with the best experience and most successful marketing plans.
  5. Choose a Company That Understands You
  In order to develop a successful marketing plan, you’ll need to choose an agency that understands your business. Make sure they listen to you and understand your goals. Choose a company that wants to help you develop your goals and achieve them, rather than telling you what your goals should be. A good digital marketing agency will listen to your needs and concerns and be able to clearly explain to you anything you don’t understand. When you choose a digital marketing agency, you should be sure to find one that you trust and that understands your business and its goals.
  6. Choose the Best Value, Not the Best Price
  When making business decisions, everyone is inclined to choose the option with the lowest price. However, in the case of digital marketing companies, they’re not all created equal. Therefore, it’s important to choose the company that will give you the best value for your money, rather than simply the lowest price. Find a company that offers the most services and the best expertise. You will get more value for your money when you can develop an expert marketing strategy using a wide variety of tactics. In the long run, this type of marketing strategy will be more successful and will help you gain more valuable customers.
  ImageWorks, LLC | CT Digital Marketing Agency
  Developing a digital marketing strategy can be a daunting task. Many business owners walk into our office without knowing where to begin. Do not be discouraged. With technology and the digital marketing age moving as quickly as it does, we understand that you may have limited knowledge. We will always take the time to explain to you the process behind our projects. If something confuses you, you will never be judged for asking.
  Combing blogging, SEO, social media, paid advertising, paid search, and other digital marketing services, our experts will work with you to develop the ideal strategy for your business. We can help you generate leads and take your online presence to the next level!
  Take your marketing to the next level!
  Source
  http://blog.imageworksllc.com/blog/6-tips-to-choose-a-digital-marketing-agency
Elements

De Li Po y Poe a Bukowski: quiénes fueron los borrachos más ilustres de la historia

Tag: bebe

07 Sep

De Li Po y Poe a Bukowski: quiénes fueron l...

“El triunfo de Baco” o “Los Borrachos”, una de las obras mitológicas mas conocidas del pintor sevillano Diego Velázquez Una talla de hace 25 mil años que representa a una mujer en el acto de llevarse un cuerno a la boca para beber, el edificio más antiguo conocido que constituyó diez mil años antes de

6 Tips to Choose a Digital Marketing Agency

Tag: bebe

07 Sep

De Li Po y Poe a Bukowski: quiénes fueron l...

Recent Posts

Customer Experience Stra

Nutritionally Balanced F

My City 4 Ways: Ford Cel

The Divi Black Friday Sa

500px presents our secon

Recent Comments

Archives

Categories

Meta

Recent Posts

Customer Experience Stra

Nutritionally Balanced F

My City 4 Ways: Ford Cel

The Divi Black Friday Sa

500px presents our secon

6 Tips to Choose a Digital Marketing Agency

1. Find Out Which Services They Offer

2. Consider the Size of the Agency

3. Look to Past Clients

4. Consider Experience

5. Choose a Company That Understands You

6. Choose the Best Value, Not the Best Price

ImageWorks, LLC | CT Digital Marketing Agency

Take your marketing to the next level!

Tag: bebe

07 Sep

De Li Po y Poe a Bukowski: quiénes fueron l...

Recent Posts

Customer Experience Stra

Nutritionally Balanced F

My City 4 Ways: Ford Cel

The Divi Black Friday Sa

500px presents our secon

Recent Comments

Archives

Categories

Meta

Recent Posts

Customer Experience Stra

Nutritionally Balanced F

My City 4 Ways: Ford Cel

The Divi Black Friday Sa

500px presents our secon