In their most recent edition on newsstands, Wealth Management magazine released an intriguing story on the gradual decline of physically printed annual reports published by publicly traded companies.
Author of the article, John Kador, examined the current trend, where the Securities and Exchange Commission still requires every publicly traded company publish an annual report, but fewer of those company’s are choosing print as their medium.
Even in my groggy morning stupor, I couldn’t help being curious about the graphic posters lining my route to work. “Save the Tamales from Ronald McDonald,” they read. The posters looked almost political in nature – black with an iconic fist raised into the air, grasping a — tamale?
The Big Game is over, and while some may still be talking about that last play call, around our office, what we’re talking about is the commercials. We’re an agency full of creative types, so this is understandable.
So, we asked a few our our Savage’s to submit their favorite commercial. Based on the list below, you might want to first read HBJ’s recent article “Why Marketers Want to Make You Cry” to understand why brands would turn to strong emotions to connect with audiences.
Every marketer has to be concerned about the increased demand for corporate transparency, especially since the 2008 financial crisis. Traditionally, marketing communications was built around the concept of controlling a company’s story, but in the current era of digital conversations and brand ambassadors, that’s a less realistic approach. So what can we do to meet business goals and satisfy the public’s hunger for the truth?
Take a leaf out of the hedge fund marketers’ book.
Science fiction gives us a glimpse into the future, like the sci-fi thriller Minority Report, set in 2054, that demonstrated an interesting concept: the ability to market based on facial (or, in the case of the film, retinal) recognition. We’ve already seen companies try to harness this sort of technology to put clients’ messages directly in front of their prospective customers.
But one company is taking it a step further – not only recognizing the customer, but also reading the emotions that the messaging produced – and you don’t even have to wait for 2054.
In my previous post on the Current Trends in Investor Communications, I highlighted some of the data from the January 2013 data on annual reports from the National Investor Relations Institute (NIRI). What we are finding is that many of the trends we saw two years ago, such as the shift away from the traditional report to the summary and 10-K wrap, are still continuing, and the shift towards digital is increasing.
In my dual roles as both president of the Houston chapter of the National Investor Relations Institute (NIRI) and president of Savage Brands, I’m always interested to hear how companies are preparing and sharing their annual reports. While targeting investors, these reports are often the most succinct corporate communication a company produces and the most visible message coming direct from the CEO.
In the ever-changing world of online marketing, some tried and true methods still work: sell a great product or service, be good to your customers and provide great content. This last one is tricky. As Google continues to change the rules not only is great content a factor the mechanics of how that content is displayed is a factor as well. Getting traffic to a landing page is easy, getting them to do what you want when they get there is the tricky part.
So much of B2B advertising today is boring. It’s expected. It’s trite. Trade publications are filled to brimming with heavy, technical text alongside shiny pictures of products. It’s frequently impossible to distinguish editorial content from marketing content. There’s no chance of having your product or service noticed among this plethora of visual garbage unless your message stands out.
In my last post, Inbound Marketing – Converting Visitors to Leads, we discussed what to do when someone visits your site. Simply put, if you sell a product or a service then your website needs to be designed in a way that converts visitors into customers. You want to make it really easy for them to take the next step. What is the next step? Let’s take a look.