Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.
At a time where fake news and user-generated content are often indistinguishable from stories by reputable journalists, discerning who yields the most influence in today’s media landscape has become a challenge.
The industrialisation of information has not only led to issues with ethics and accuracy but also left consumers confused about who to trust – and brands are constantly challenged about the authenticity of their message. Part of this is also because influencers today include anyone who can carry your message, whether it be a journalist, academic, politician, social media star, or celebrity.
In this post-truth world, the role of PR in navigating consumer cynicism and building public support has become more important than ever. Whether it be from the podium or in a social post, PR has always helped organisations relate to their publics using wide-ranging strategies.
By: Milena Stancati
The charming smell of mom’s homemade chicken soup crossed with dead fish and the never-ending sound of small motorbike engines zooming by welcomed me. What first seemed like a place where I’d count down the days until my flight out turned into a month I wish I could repeat.
I’ve never planned to visit Hanoi, Vietnam. Even when my Remote Year itinerary announced that leg of the trip, I wasn’t too excited about it. It wasn’t necessarily the harsh vibes I get from my parents and their friends who lived through the Vietnam War, and it wasn’t because it was so different from what I was used to coming from the Western world. I just really didn’t know what to expect.READ MORE
We visited Hanoi’s famous “Train Street” within the first couple of days. While I feared being pinned against a house if a train were to pass, it was interesting to see the excitement of the children running up and down the tracks, while women cooked on their hot pots outside their homes. However, we were lucky enough to meet a 90-year-old local man who made the experience stand out.
Hatred, discomfort and annoyance are what I thought he felt as we passed. Instead, he said “What are a bunch of pretty people like you doing on this old thing? You should be at the Opera House! After all, this is just a train track. Never seen one before?” At that moment, all I could think was that while this man found the tracks boring and unexciting, it was a special and unique experience for me.
Applying this experience to my role in business development, especially as the busy season of Requests for Proposals (RFPs) begins, I’m reminded not to treat any new business opportunity as routine. All too often, folks take them for granted, like the old man sees the train tracks. However, we must remember to approach each lead with a fresh perspective and enthusiasm if we want to win.
To do this, I offer teams this advice:
Immerse yourself. Don’t just read the RFP and respond. Dig deep to truly experience and understand the brand. If it’s a retail client, get out and visit the store. If it’s a food or beverage company, taste the products. Doing so will not only help you understand the brand, but also inspire new thinking on how to approach your response.
Experiment with content delivery. Each prospect is unique. Therefore, your approach to responding to them should be too. Is it a technology company that creates tools that can be used to deliver your response? Are there ways to present your thinking outside of a standard PowerPoint presentation? Thinking creatively about how to deliver your response will help grab the prospect’s attention and set you apart from the pack.
Push for the inside track. In some cases, it’s not possible to develop a personal relationship with the prospect during the RFP process. However, if they’re open to it, make building that relationship your number one priority. You’ll be rewarded with insight that can’t be found on the pages of the RFP and increase your chances of checking the coveted “chemistry” box.
Always go above and beyond. This could mean addressing something they may not have considered in the proposal, but could also relate to what you do after it is submitted. How can you start helping them even before the decision is made? Look for ways to continue the momentum of the process, ensure you’re top of mind and position yourself as someone who is already their partner.
Milena Stancati is marketing + business development manager for Allison+Partners who is currently spending one year working, traveling and living in 12 different cities throughout Europe, Asia, Africa, and Latin America.
YouTube has new quick ways to cut up and serve ads.
Going into Advertising Week on Monday, YouTube is launching a few new tools for advertisers with research from Ipsos, finding that people who watch online video ads are four times more likely to pay attention than they are to TV ads and the platform’s promos generate twice as much attention compared to other social platforms.READ MORE
Allison+Partners has helped launch Ikea Place, the new augmented reality app from the retailer. The agency was appointed for the launch, which took place yesterday, and does not hold other contracts with Ikea. Work was led by its London team, which collaborated with a range of other agencies involved in launching the app: app developers Space10 and TWNKLS; media firm Assembly; and 72andSunny Amsterdam, which created comms strategy and social and digital content.READ MORE
The National Hockey League boasts 31 teams, and during any given game each team has six players on the ice, save for time spent in the penalty box. Every one of those players creates a slew of statistics during the three periods through goals, assists or saves.
Avid sports fans have long been analytically focused, using player and team stats to help forecast a team's chances throughout a season and into the playoffs. But that's not to say a team that looks perfect on paper will excel. Just ask Washington Capitals fans, who time and again have had Stanley Cup dreams dashed in the playoffs.READ MORE
TV viewing can happen anytime, anywhere, and perhaps no research firm is more cognizant of that fact than Nielsen.
For nearly a century, the ratings and measurement giant has provided media buyers with the most up-to-date audience viewing data. But as smart and connected TVs replace traditional set-top boxes, Nielsen has had to adapt in order to accurately measure an audience’s myriad touch points with a show.READ MORE
Last week as Apple announced the launch of its upcoming devices, Ikea announced it would be launching Ikea Place—an app for the new iOS 11 operating system and built on Apple’s ARKit technology that uses augmented reality to help customers truly visualize how a piece of Ikea furniture will look in their apartments, offices and homes.
The app hits iPhones everywhere today, but Ikea shared a bit more about building and marketing the app with Adweek ahead of the launch.READ MORE
In late August, influencers including 15-year-old Loren Gray (6.5 million Instagram followers), 16-year-old Nia Sioux (4.5 million Instagram followers) and 13-year-old Jacob Martin (309,000 Instagram followers) began touting a new clothing collection they designed for Target. Part of Target’s children’s apparel line Art Class, which is designed for kids by kids, the new fall collection features clothes inspired by six influencers who not only had a hand in the line’s creation but played a big role in its marketing strategy. Each influencer used Instagram to tell his or her audience how much fun they had working with Target to create the unique, personal designs. The result? The posts racked up hundreds of thousands of likes and thousands of comments like this one by lorxlover on Loren Gray’s Aug. 23 post: “I swear I’m going to persuade my mom to buy it.”
The collaboration is part of a nascent trend that’s seen brands like Target, CoverGirl and Band-Aid revamp their influencer strategies, moving away from one-off deals to long-term relationships where influencers help craft product or retail designs on an ongoing basis.READ MORE