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The 2016 Summer Olympics are officially over. But for two weeks, billions of eyes from around the world watched athletes attempt to break records and bring home the gold. What a perfect opportunity for marketers, no?
Many brands jumped on the Olympics bandwagon, leveraging its popularity for their own campaigns. Some of these brands created particularly inspiring campaigns, both to viewers and marketers alike — whether for the emotion they elicit, or for the reminder of exactly how to execute a remarkable ad or marketing campaign.
We rounded up the ones that tugged at our heartstrings as viewers, or inspired us to be better marketers. (Sometimes both.) Check out this list of 11 of the best campaigns from the 2016 Summer Games and what made them so great.
The Under Armour brand doesn’t just value the success that comes from hard work; it values the hard work and 24/7 dedication that leads to that success. Their emphasis is on self-improvement and self-reliance — which is why they acquired the fitness tracking platform MapMyFitness back in 2014.
Under Armour’s ad campaign for the 2016 Summer Olympics perfectly embodies these deep-seeded values. It focuses on the side of athletic achievement that no one sees. For Michael Phelps, that’s the ice baths, cupping therapy, and 12,500 calories he has to eat every day. For an ordinary person, it might be taking the stairs, getting a full night’s sleep, or tracking your meals using their MyFitnessPal app. But the message is the same, and it’s a powerful one: “It’s what you do in the dark that puts you in the light.”
For the 2012 Summer Olympics, Procter & Gamble created a campaign called “Thank You, Mom” that showed flashbacks of Olympic athletes from all over the world growing up and practicing their sport with support from their mothers. That same campaign is back again this year, featuring athletes and their mothers from this summer’s Games.
This year’s campaign shows athletes’ mothers helping them through times of stress, cheering them along, and supporting them. Notice the clickable link they added to the video that takes viewers to a web page where they can send a personalized thank-you note to their own moms. Take a look … and maybe grab a tissue.
Cheering on your country is a lot easier when you’re the one hosting the Olympics, as Great Britain did in London in Summer 2012. With the Games in Brazil this year, Panasonic, a long-time official partner to the British Olympic Association, wanted to help Great Britain keep up the fan-fueled momentum. So in April 2016, they announced a crowdsourced campaign called #Superfans, which invited fans of Team GB to post pictures on social media using the hashtag to encourage engagement.
“It is a great opportunity for us to share our passion for the Olympics as a company and to connect with consumers on an emotional level,” said Managing Director of Panasonic UK Andrew Denham. “This is why Panasonic’s heritage as a global Olympic partner is so important to me – it adds some real spark and colour to the brand.”
All the fan photos posted with the hashtag #Superfans was posted on a dedicated web page on Team GB’s official site, and Panasonic UK offered extra incentives like Twitter contests.
– Panasonic UK (@PanasonicUK)
Here’s a sampling of the fan-sourced content on Twitter:
With 46% of marketers reporting that photography is critical to their current marketing and storytelling strategies, it should come as no surprise that quality photos are in high demand.
Trouble is, most commercially available photos on the internet were taken to visualize broad overall concepts rather than concrete messages. That means they can be used in all sorts of campaigns … but also end up looking generic.
Think of all the photos of smiling receptionists and perfectly suited business leaders you’ve come across. These images may compete for attention, but often fail to register, simply because your customers can’t identify with them.
As a marketer, you can cut through the noise by using images that more closely relate to your audience. It’s what we call “real photography” here at EyeEm: Unique captures, delightful moments, and surprising perspectives. Images that are more concrete will resonate with audiences much more powerfully since they show real life rather than staged situations.
To visualize what we mean, we put together a handful of generic images alongside a ‘real’ counterpart sourced from our community of photographers. The proof is in the pictures, but we’ll let you see for yourself …
When it comes to business-related photos, there’s no shortage of clichés. Rather than deciding on an overly clean, generic image like the one below of the woman holding an “open” sign, dig deeper for something more authentic — something that tells a story.
You’ll notice that our suggestion ties in a more personal side of business by highlighting two people working together on a project. You can see the emotion in the woman’s face, as she uses her hands to explain something to her coworker in a seemingly authentic exchange.
Source: Sebastian Kopp via EyeEm
Technology is notoriously hard to visualize, since a concept like “connectivity” is quite abstract. Old-school stock photography usually puts people next to the tech to achieve that connection, but the results are clumsy and constructed. Or worse, they add in a weird futuristic digital overlay like the image below.
Our suggestion is inspired by contemporary social media culture — and it’s more recognizable. It also features soft focus, natural lighting, and it shows a person truly interacting with the technology.
Source: Moritz Otto via EyeEm
Let’s be honest: When we the last time you went on vacation hoping to come home with a suitcase full of sand? In many cases, travel photos are just plain corny, and they lack the excitement and sense of wonder that comes with exploring new places.
These days, customers’ attention can much more effectively be captured by showing the actual experience of travel, as depicted by our suggestion below. The shot shows the view from a window on an airplane. It captures that thrilling feeling of embarking on a trip — a feeling that many people can easily relate to.
Source: Dina Alfasi via EyeEm
According to one study, pictures with smiling faces can positively impact conversions. Trouble is, while picturing happiness with a simple smile might have worked in the past, it has long become a tired cliché.
While the image of the group of people smiling in brightly colored shirts feels forced, our suggestion reads more natural, as it radiates a positive emotion while including an interesting element of movement. The image looks like a snapshot, taken in a genuine moment of fun and togetherness.
Source: Sasha Dudkina via EyeEm
Representing an office by the tools one might (or might not) use there looks incredibly staged. It’s better to show context.
In this case, the image we suggested shows a creative space of a freelancer, with a pleasing color palette to underline the tranquility and focus of the workplace.
Source: @dersash via EyeEm
Most images of phones show people awkwardly handling them, presenting their devices in a way nobody in real life would. Exhibit A: The image below of a young girl holding up her phone with a blank screen.
Now, notice how our suggestion sets highlights the phone without feeling forced or cheesy. The person in the image is shown using the phone in a really natural way, and it’s easy to identify with — after all, who doesn’t love taking photos of their pets?
Source: Markus Spiering via EyeEm
Being productive isn’t about doing many things at once, as the photo on the left suggests — but about focus and a clear sense of what matters. (Check out this free guide for tips on how to be more productive.)
While the stock photo below is just plain creepy, our suggestion shows a woman at work, with her focus being underlined by the headphone she wears. It also uses much softer, natural light to remind the viewer how common this activity is.
Source: @jedrzej via EyeEm
Leadership is all about building trust and establishing credibility. Unfortunately, leadership-inspired photos often miss the mark.
The photo below portrays an artificial and thereby very conventional idea of what leadership looks like. To combat that, we choose an image that while more loosely related to the idea, manages to demonstrate the emotive aspect of leading a team.
Source: Inbal via EyeEm
What are you best tips for unstocking your stock photography? Share them with us in the comments below.
I’ve got a fascinating interview for you today on The School of Greatness.
Whether or not you’ve heard of him, this guest is a unique brand of greatness.
Tai Lopez was born and raised on the wrong side of the tracks but he made choices early on in his adult life to move to the other side.
Today he lives in a massive Beverly Hills mansion, shares his tips for creating wealth and fulfillment on his super popular social media channels, and rubs shoulders with the most successful people in the world.
So how did this all happen?
I’d wanted to interview Tai for a while because I had a hunch that the persona he shows on his social media may not be the whole story.
So I went deep on this interview to see behind the mask (if there was one).
Tai did a good job of dodging some of my questions, but either way, I think you’ll find his insight interesting.
I definitely want to hear what you think after listening to Episode 370 with Tai Lopez.
I want to hear your thoughts! What did you think about Tai’s answers to my questions?
The post Tai Lopez On How Being a Millionaire Affects Your Overall Happiness appeared first on Lewis Howes.
It’s every marketer’s dream: send an email out to hot prospects and get a flood of positive responses. This dream isn’t necessarily a pipe dream. Because even though technology has dramatically changed the way people buy, the human brain hasn’t changed. What it responds to is the same today as it was thousands of years ago. Which is fortunate for marketers, because this means we can take advantage of what the field of persuasion psychology has to teach us about how to influence people’s buying decisions.
But this article isn’t going to overview theories. (Although if you’re interested in the field, I highly recommend checking out the work of David Straker and Robert Cialdini.) This article is going to apply principles of persuasion psychology specifically to marketing email, giving you five ways to generate more conversions from your email marketing.
You’ve probably read dozens of articles on how to improve your subject lines, and you likely regularly A/B test your subject lines. But just as important is that little piece of information that appears next to your subject line: the “from” name.
The “from” name offers a valuable opportunity to build trust with your recipients. If you consistently send highly-relevant emails with the same “from” name, your recipients will start to associate your “from” name with good things. And because they’ll want to receive those relevant emails, they’ll be looking for your “from” name and be less likely to overlook your emails in their overly-full inboxes.
So what “from” name should you use? Your company name or the name of a specific team member? I recommend using both. You can build trust in your brand while creating a more personal feeling by using both simultaneously. You might try “[Team Member First Name] @ [Company Name]” or “[Company Name] – [Team Member Name].” It’s worth running a few tests to see what exact combination works best for you.
Of similar importance is the email address your emails are sent from. In short, it needs to be personal. At the end of 2014, HubSpot ran an article reporting on the trend of human-to-human marketing. This trend has only increased in importance as more and more of life has become automated while the basic need for human connection hasn’t lessened.
Sending from a “no reply” email address is convenient (and who really wants to sort through all those out-of-office notifications?), but it discourages engagement, can come off as arrogant, and can also increase the chances that your email will be sent to the spam folder. Sending from an “info@” email address or other similarly non-personal address is better than a “no reply,” but if your goal is engagement, you’ll get better results if you send from a personal email address.
Most buyers are tech savvy these days. They know you can use personalization tokens easily and know that it doesn’t mean you’ve necessarily taken the time to learn about them or their preferences. What does have an impact on buyers is personalized content. When you segment your lists to deliver highly-relevant content to each segment, your recipients will feel that you understand them and are inviting them to connect.
Research by Dr. Hugh Mackay shows that one of the basic human desires is to be seen as a unique individual. When you’re able to demonstrate to your recipients that you understand them and you acknowledge them to be unique, they’ll pay attention to what you have to say.
But how are you going to get that kind of detailed understanding of your recipients without using forms that have so many fields that your visitors hit the “back” button? Smart fields and progressive profiling. This is one of my favorite things about HubSpot – that we have the ability to keep forms short while gradually learning more about subscribers.
Over time, you can deliver a more customized experience to each of your subscribers as you learn more about them. Match your content to what you know about each subscriber, and continually be gathering more detailed knowledge to enable you to further customize your content for relevance. I guarantee your engagement will increase.
This strategy may be controversial, but I truly believe that not all your premium content should be locked behind forms – especially the content you share with people who are already subscribers. I just talked about the importance of learning more about your subscribers through forms and customizing your content accordingly, so let me explain why I think you should occasionally offer and link to premium content that’s not walled off behind a form.
Sharing no-strings-attached resources demonstrates generosity. Generosity is a powerful persuader because it hits on two of Dr. Robert Cialdini’s principles of influence: likeability and reciprocity. We are inclined to go along with someone’s suggestion if we like that person and if that person has done something nice for us. When you generously share content without asking for anything in return (including personal information through a form), people are more likely to do what you suggest.
This is not at all to say that forms are bad or that you shouldn’t use forms – you have to, in order to deliver relevant content! But occasionally offering content that’s not locked behind a form can generate the goodwill that will result in people eventually taking the action you want them to.
We defer to people who we perceive to be superior. If we believe someone knows more than we do about a particular subject, we tend to accept what that person says as truth. Marketers have been taking advantage of this fact for decades. Commercials feature recognized experts. Ads quote recognized experts. Marketers have spent a lot of money trying to convey credibility through the use of experts.
But we sometimes forget that credibility is just as important in our content as it is in our paid ads. A recent study by Relevance in partnership with Nielsen revealed that 85% of consumers regularly or occasionally seek out trusted expert content in the buying process. No one is going to believe what you have to say just because you say so.
But you, as a content producer, don’t have to be a nationally-known expert with highly-impressive credentials. You can bring these experts in and benefit from the credibility they lend to your content. Whatever you’re writing about, include research. Quote experts in the field. Reference studies and reports. Interview experts and include their comments in your content.
Experts aren’t the only ones people believe, however. Your email recipients can also be convinced by social influence, or social proof. Humans are wired for conformity. We take cues from our peers. If others we identify with are doing something, we’re drawn to do whatever it is. This is why we see mob mentality prevail in social situations – people engaging in behavior they would not have engaged in if they were by themselves.
Social influence can be a force for good, however, and you can use it to persuade subscribers to take action. Testimonials, case studies, and reviews are all powerful forms of social proof that you can include in your emails.
So enough dreaming of email responses dancing down your computer screen. . . . Put these principles into practice, and start making that email marketing dream a reality!