Nicole Souza, of Integer Group, speaks on the surprising changes she has seen as clients are shifting their investment in traditional media marketing to the commerce environment. During this time her team is taking the steps needed to create business through unexpected avenues like flower delivery and beauty.
Here is a look at how Integer Group is using its secret sauce to create opportunities.
Currie: All right. Welcome to another Insider Quick Chat. With me today I’ve got Nicole Souza, EVP of growth and marketing at The Integer Group. Good morning and welcome, Nicole.
Souza: Good morning. Nice to be here. Good to see you.
Currie: Good to see you as well. Tell us a little bit about Integer Group and your role for those of the audience who don’t already know.
Souza: Sure. Integer Group is a global commerce agency. We focus on shopper marketing, retail, e-com, social commerce, anything that really lives in the commerce world driving transaction and sales, on behalf of our clients. We’re an agency that uses data and culture and really looks into the insights around shopper behavior to drive our programs on behalf of our clients. And we have a lot of killer partners, like Starbucks and P&G, FedEx, Frito, AT&T. We’re really lucky to work with some great ones.
Talk about your most recent wins (00:55)
Currie: And you’re certainly positioned in an opportunistic way right now, all things considered. So any recent wins or work of note to
Souza: Yes.
Currie: Talk about it.
Souza: We have seen an influx during this really unusual time during COVID-19 and the current business climate. We’ve had some recent wins, some very quick wins. Some clients are looking to shift their investment in traditional media and/or brick-and-mortar marketing into the e-com environment. And so we’ve had some great wins. I’m not going to disclose who, but in the beauty category, we’ve had some, actually in the flower delivery category, which is kind of interesting. We’ve just signed something in the alcohol beverage industry, which we know is rising rapidly during this time for many brands. So it’s been a pretty good time so far for us.
Currie: Well, outside of the current macroclimate, you’ve been incredibly successful, you and your team, over the years with forming new relationships that turn into pitches and projects.
Souza: Yeah.
What is your secret sauce? (02:05)
Currie: I guess what’s on everyone’s mind is, so what’s in the secret sauce?
Souza: Yeah, the secret sauce. So I always say this. I feel like you and I have even talked about this before. It’s really not that complicated. What we tend to do is focus on relationships first. Who do we know? We listen to what those individuals need or what looks like help to them, and we have a very honest dialogue about whether or not we can help, and if we can, what does that offering look like to them? I mean, we really do rely hard on our people and who they are and their ability to go in and build relationships with others. It’s normally how it works.
How, in recent times, have your processes for developing relationships changed? (02:50)
Currie: You make it sound so easy, and maybe it’s natural to you, but it’s very foreign to a lot of people. I think that one of the things that you’ve noted in the past has been yes, it’s about relationships, but it’s also about a process and following a very strict process and procedures of how you go about developing those new relationships. So, how has that changed in recent times, if at all, or is it just business as usual in terms of following that same process?
Souza: It’s a little bit of both. I mean, certainly, we take the rigor that we always apply in terms of just being really meticulous about how we evolve a conversation or an opportunity. We’ve been in a few pitches recently, all virtual. We’ve noticed that clients are… Well, I think everyone’s a bit more forgiving in this environment. Glitches are happening, somebody’s child walks into the room during the presentation, there are dogs barking in the background.
I mean, we’re all at home, so there’s a level of ease that goes along, like a little bit less polished but a little bit more intent and flexibility, I think, is kind of the trade-off there, so we’ve eased up a little bit on the showmanship. It’s more difficult and, quite honestly, I don’t think it’s valued as much in this current market. It’s really about an authentic connection, conversation, and presence, I would say.
Currie: It’s a different way of what has always been termed in the pitch side of things like chemistry. How do you do a chemistry meeting virtually?
Souza: Totally. I think it’s hard.
Do you have a playbook for these new conversations? (04:32)
Currie: So the playbook itself. How do you specifically go from no contact with the company at all to a new relationship and forming that new relationship, ultimately to get to a point of trust and then exploring an opportunity to solve a problem for them? Coffee meetings over Zoom? What’s the playbook here?
Souza: Kind of. Yeah, I mean, what is the playbook? That’s a great question. I think that, yes, coffee meetings over Zoom can work. I think that the door opener for us currently is content relevant to shopping retail, any sort of social or e-commerce, as the door opener via email, or maybe it’s a quick phone call with something via email, but-
Currie: Wait a minute. Do you actually make phone calls? That’s a revelation actually too many watching who will be watching this. You’re telling me the phone still works?
Souza: The phone works but only if you know someone and you know their direct line. Nobody’s calling the mainline for Coca-Cola or Pepsi or, you know. But, I mean, if somebody comes to me with someone they know and an organization and something they heard from them that they need, I’ll absolutely pick up the phone and just say hello.
And it really is that there are this real need and hunger for information right now, like, “What should we do now? How agile do we need to be? What’s important currently? What’s not? What are the projections? What can we learn from global markets that are ahead of us in terms of recovery?” and things like that. So we’re using all of that to engage in a conversation, and it’s been pretty successful so far.
Currie: One of the challenges I think that a lot, myself included, I’m getting bombarded with insights, is distilling those insights down into actions.
Souza: Yep.
How do you maintain and create a strategy for relevant content and insights? (06:33)
Currie: So has the content that you’ve been producing, taking from multiple different sources, whether it’s a research study by Integer Group itself or by a third party, and bringing it together into, “Here’s a perspective and our POV on it,” about not only the insight itself but what you do next?
Souza: Yeah. So two things that I’ll share with you on that. The first is we have our own insight and strategy team that is really focused on the current business climate and what it means to retail and to shopping, right, and commerce. So I’m lucky in that sense. They do all the distilling, they tell me what I can talk to a retailer about versus a direct-to-consumer client versus a manufacturer. So I utilize my team in that way to really focus me, and then I just try to sift through what they’re sharing and pick one or two things that I think are highly relevant.
The other thing we’re doing is we’re producing content currently that we hope actually makes a difference in the situation with COVID. So we produced a downloadable retailer kit that we posted on our blog that retailers can go in, download for free. It’s floor decals and signage in-store and parking space signage and digital signage that puts the message, “Two carts apart.” So we’ve done all the design, all the build of the actual mechanicals, and they can just download it for free.
Currie: Wow. That’s a great example of the whole agency leaning into business deployment versus just, “Hey Nicole, can you go off and figure this out yourself, please?”
Souza: Exactly, exactly. And this is an idea that came from one of our creative directors in New York, and he just threw it out to the team and I think our team turned it around in two or three days.
Currie: Run with it.
Souza: Awesome. We also have just launched an app where you can download the Snapchat photo filters and then download the app. And if you and I are talking, we all touch our faces so much. It’s one of the key spreaders of COVID.
Currie: Right.
Souza: So as I was maybe touching my face, up would pop an icon that would say, “Don’t touch your face,” or it’d be like a flame or it’d be like a circle with an X in it. So we’re trying to put content out there for people to not just know who Integer Group is but also to contribute to flattening the curve.
Currie: That’s awesome.
Souza: Yeah, it’s fun.
Do you have any advice for the development director at a small to medium agency or any agency? (09:05)
Currie: You’ve given us some really great insights here into how you’re approaching new businesses, so no wonder you guys are continuing to be successful. So, any advice to maybe a business development director at a small to medium agency or any agency in that regard?
Souza: Keep an eye open for businesses or business sectors on the verge of reopening. Listening is critical. Selling is not super well-received now, so you might have five conversations and only get half of a lead out of it. But it’s worth it because, for the long game, you’ll be better positioned. In this time, be really aware of what’s going on around us and continue to build relationships.
Currie: Great insight. And I really loved what you talked about in terms of the whole agency leaning into building more relationships, too. That’s key, why not make yourself your most important client? Thank you, Nicole.
If you liked this blog post, check out:
- Video Chat: What Siemens is Seeing on the Front Lines of Digital Marketing
- Winmo’s Dave Currie Joins as Host of the B2B Sales Show Podcast
- Top 3 Tips for Identifying Key Decision Makers
6 Brands Targeting GenZ Through eSports
in Ad Sales, Sponsorshipby Marilyn Mead BrutocoAdvertisers are signing up for eSports to compete for GenZ’s attention, check out the brands on our watch list.
Creators of Tik Toks. Enjoyers of energy drinks. Masters of memes. You know who we’re talking about – GenZ. In addition to these hallmarks, they’re known as the first generation to grow up on eSports, in a world where gaming competition is so fierce that parents have literally enlisted tutors to up their kids’ Fortnite skills.
Last year we at Winmo released a report detailing key players in the rapidly growing eSports space, and now, by popular demand, we’ve rounded up a new group of advertisers signing up to compete for gamers’ attention, either with league sponsorships, game tie-ins, or ads on streaming platforms – with key insights from Winmo to help you qualify them for partnership opportunities.
While some of these brands have hitched their wagons to eSports properties directly, others are simply known to target eSports gamers as a demographic. Ad sellers and sponsorship sellers catering to a GenZ audience should both take note of these opportunities, as should agencies and other service providers specializing in youth marketing.
1. Jones Soda: Launches new flavors, sponsors eSports race amid global pandemic
Jones has become a corporate sponsor of The Race All-Star Esports Battle, a virtual event created in the wake of major motorsport cancellations due to the pandemic. The race’s inaugural week had a combined total of 12.1 million views on The Race’s YouTube channel.
Since hiring marketing VP Maisie Antoniello last year, Jones Soda continued building out its marketing leadership, and product lines. The company launched a CBD-infused expansion, and its execs plan to make marketing investments throughout 2020.
Jones currently relies heavily on earned and social media in order to reach millennials, gen-Z and teenagers; however, it might branch out to new media channels under a new marketing team. From a media perspective, sellers of paid social, OTT and/or podcast ad space should reach out.
WINMO INSIGHT: Jones’ social audience composition supports its eSports play, with a majority falling in the 18 to 24-year-old range, and indexing high for Gamers.
2. Acer’s Predator brand: Expands partnership with Envy Gaming, ups digital spend
Acer has expanded its partnership with Dallas-based Envy Gaming, according to eSportsObserver. The Taiwanese computer-maker is known to the gaming world for its Predator gaming line, named the official computer and monitor partner for Envy Gaming’s Dallas Fuel. Future plans for the partnership include the Predator Gaming Lounge at Envy headquarters for local watch parties, tournaments, and K-12 seminars covering esports.
WINMO INSIGHT: In the past two months we’ve seen digital ad spend spike significantly for Acer’s Predator brand, with a vast majority placed directly. Ads have appeared on sites such as gamespot.com and minecraft.gamepedia.com.
3. Axe leads Unilever’s foray into eSports
At the end of 2019, male grooming brand Axe released their first-ever eSports campaign. Developed by 72andSunny, the campaign, “What’s Your Move” consisted of a 30-second video ad starring a talking Axe can declaring “Behold, the world ender,” when sprayed. A popular line from LoL, for the non-gamers.
Axes’ parent company, Unilever, tested new ad formats like audio streaming ads on Spotify. Their 2019 media spend concentrated in the first half of the year, and we expect that to continue in 2020.
Axe’s target audiences are male millennials and Gen Z, particularly teenagers. We expect their recent decrease in TV spend to continue as they shift funds to digital and other experiential mediums. The multi-year partnership with LoL includes the Mid-Season Invitational (Q2) and All-Star Event (Q4).
WINMO INSIGHT: Looking for an “in” with Axe? Mark Lodwick is the Brand Director. Here’s a snapshot of his personality profile for any sellers hoping to make a good impression.
4. Bumble teams up with girl gamers
Late last year, WinmoEdge analysts reported that Los Angeles’s esports company Gen.G teamed up with dating site Bumble. Together, they created the all-female professional Fortnite group, Team Bumble.
The gender angle makes this partnership interesting. The female gamer market is a growing segment that’s often neglected by marketers, one which Bumble exploits through its eSports partnership.
Bumble spent roughly $4.9 million on measured media last year, per Kantar. Here are a few of their latest digital creatives.
5. BMW reaches future luxury car owners through eSports
Talk about the long game. Carmaker BMW just launched a partnership with five gaming organizations around the globe, including Cloud9 in the United States and Fnatic in the U.K.
“In the long term, esports is our biggest footprint,” Stefan Ponikva, head of BMW Brand Experience Shows & Events, told Forbes. “The younger generation, born digital-first, doesn’t really care about TV or traditional advertising. Esports is our tool to reach them.”
The move reflects an effort to get the attention of gamers involved in titles such as League of Legends, Fortnite, and FIFA. And includes social, content collaborations, and branding exposure.
WINMO INSIGHT: According to the audience demographic insight in Winmo, this is fertile ground for BMW.
This play should make a dent in the 18-24 year old demographic that BMW is under-indexing for, and we might even see ad buys in GenZ- and Millennial-leaning publications in the coming months to support.
6. Abercrombie & Fitch focuses on digital channels
Abercrombie & Fitch taps into the eSports world through Twitch, the popular live streaming site, that remains synonymous with online gaming.
A&F’s Twitch spend is indicative of an overall shift we’ve seen from the brand. According to iSpot, they haven’t allocated a national TV budget since late 2017.
The company spends on platforms such as YouTube, Instagram, Tik Tok, and Spotify. We expect it to continue this focus as it aims to drive eCommerce activity right now. (For more brands boosting eCommerce amidst the pandemic, check out our post).
WINMO INSIGHT: For media sellers looking to reach A&F, The Richards Group is their primary AOR, with other relationships below.
Pssst. You might also like our list of 100 Sponsorship Brands Planning Marketing Now.
What is Integer Group’s Secret Sauce Right Now?
in Agency New Business, COVID-19by Shannon HamptonNicole Souza, of Integer Group, speaks on the surprising changes she has seen as clients are shifting their investment in traditional media marketing to the commerce environment. During this time her team is taking the steps needed to create business through unexpected avenues like flower delivery and beauty.
Here is a look at how Integer Group is using its secret sauce to create opportunities.
Currie: All right. Welcome to another Insider Quick Chat. With me today I’ve got Nicole Souza, EVP of growth and marketing at The Integer Group. Good morning and welcome, Nicole.
Souza: Good morning. Nice to be here. Good to see you.
Currie: Good to see you as well. Tell us a little bit about Integer Group and your role for those of the audience who don’t already know.
Souza: Sure. Integer Group is a global commerce agency. We focus on shopper marketing, retail, e-com, social commerce, anything that really lives in the commerce world driving transaction and sales, on behalf of our clients. We’re an agency that uses data and culture and really looks into the insights around shopper behavior to drive our programs on behalf of our clients. And we have a lot of killer partners, like Starbucks and P&G, FedEx, Frito, AT&T. We’re really lucky to work with some great ones.
Talk about your most recent wins (00:55)
Currie: And you’re certainly positioned in an opportunistic way right now, all things considered. So any recent wins or work of note to
Souza: Yes.
Currie: Talk about it.
Souza: We have seen an influx during this really unusual time during COVID-19 and the current business climate. We’ve had some recent wins, some very quick wins. Some clients are looking to shift their investment in traditional media and/or brick-and-mortar marketing into the e-com environment. And so we’ve had some great wins. I’m not going to disclose who, but in the beauty category, we’ve had some, actually in the flower delivery category, which is kind of interesting. We’ve just signed something in the alcohol beverage industry, which we know is rising rapidly during this time for many brands. So it’s been a pretty good time so far for us.
Currie: Well, outside of the current macroclimate, you’ve been incredibly successful, you and your team, over the years with forming new relationships that turn into pitches and projects.
Souza: Yeah.
What is your secret sauce? (02:05)
Currie: I guess what’s on everyone’s mind is, so what’s in the secret sauce?
Souza: Yeah, the secret sauce. So I always say this. I feel like you and I have even talked about this before. It’s really not that complicated. What we tend to do is focus on relationships first. Who do we know? We listen to what those individuals need or what looks like help to them, and we have a very honest dialogue about whether or not we can help, and if we can, what does that offering look like to them? I mean, we really do rely hard on our people and who they are and their ability to go in and build relationships with others. It’s normally how it works.
How, in recent times, have your processes for developing relationships changed? (02:50)
Currie: You make it sound so easy, and maybe it’s natural to you, but it’s very foreign to a lot of people. I think that one of the things that you’ve noted in the past has been yes, it’s about relationships, but it’s also about a process and following a very strict process and procedures of how you go about developing those new relationships. So, how has that changed in recent times, if at all, or is it just business as usual in terms of following that same process?
Souza: It’s a little bit of both. I mean, certainly, we take the rigor that we always apply in terms of just being really meticulous about how we evolve a conversation or an opportunity. We’ve been in a few pitches recently, all virtual. We’ve noticed that clients are… Well, I think everyone’s a bit more forgiving in this environment. Glitches are happening, somebody’s child walks into the room during the presentation, there are dogs barking in the background.
I mean, we’re all at home, so there’s a level of ease that goes along, like a little bit less polished but a little bit more intent and flexibility, I think, is kind of the trade-off there, so we’ve eased up a little bit on the showmanship. It’s more difficult and, quite honestly, I don’t think it’s valued as much in this current market. It’s really about an authentic connection, conversation, and presence, I would say.
Currie: It’s a different way of what has always been termed in the pitch side of things like chemistry. How do you do a chemistry meeting virtually?
Souza: Totally. I think it’s hard.
Do you have a playbook for these new conversations? (04:32)
Currie: So the playbook itself. How do you specifically go from no contact with the company at all to a new relationship and forming that new relationship, ultimately to get to a point of trust and then exploring an opportunity to solve a problem for them? Coffee meetings over Zoom? What’s the playbook here?
Souza: Kind of. Yeah, I mean, what is the playbook? That’s a great question. I think that, yes, coffee meetings over Zoom can work. I think that the door opener for us currently is content relevant to shopping retail, any sort of social or e-commerce, as the door opener via email, or maybe it’s a quick phone call with something via email, but-
Currie: Wait a minute. Do you actually make phone calls? That’s a revelation actually too many watching who will be watching this. You’re telling me the phone still works?
Souza: The phone works but only if you know someone and you know their direct line. Nobody’s calling the mainline for Coca-Cola or Pepsi or, you know. But, I mean, if somebody comes to me with someone they know and an organization and something they heard from them that they need, I’ll absolutely pick up the phone and just say hello.
And it really is that there are this real need and hunger for information right now, like, “What should we do now? How agile do we need to be? What’s important currently? What’s not? What are the projections? What can we learn from global markets that are ahead of us in terms of recovery?” and things like that. So we’re using all of that to engage in a conversation, and it’s been pretty successful so far.
Currie: One of the challenges I think that a lot, myself included, I’m getting bombarded with insights, is distilling those insights down into actions.
Souza: Yep.
How do you maintain and create a strategy for relevant content and insights? (06:33)
Currie: So has the content that you’ve been producing, taking from multiple different sources, whether it’s a research study by Integer Group itself or by a third party, and bringing it together into, “Here’s a perspective and our POV on it,” about not only the insight itself but what you do next?
Souza: Yeah. So two things that I’ll share with you on that. The first is we have our own insight and strategy team that is really focused on the current business climate and what it means to retail and to shopping, right, and commerce. So I’m lucky in that sense. They do all the distilling, they tell me what I can talk to a retailer about versus a direct-to-consumer client versus a manufacturer. So I utilize my team in that way to really focus me, and then I just try to sift through what they’re sharing and pick one or two things that I think are highly relevant.
The other thing we’re doing is we’re producing content currently that we hope actually makes a difference in the situation with COVID. So we produced a downloadable retailer kit that we posted on our blog that retailers can go in, download for free. It’s floor decals and signage in-store and parking space signage and digital signage that puts the message, “Two carts apart.” So we’ve done all the design, all the build of the actual mechanicals, and they can just download it for free.
Currie: Wow. That’s a great example of the whole agency leaning into business deployment versus just, “Hey Nicole, can you go off and figure this out yourself, please?”
Souza: Exactly, exactly. And this is an idea that came from one of our creative directors in New York, and he just threw it out to the team and I think our team turned it around in two or three days.
Currie: Run with it.
Souza: Awesome. We also have just launched an app where you can download the Snapchat photo filters and then download the app. And if you and I are talking, we all touch our faces so much. It’s one of the key spreaders of COVID.
Currie: Right.
Souza: So as I was maybe touching my face, up would pop an icon that would say, “Don’t touch your face,” or it’d be like a flame or it’d be like a circle with an X in it. So we’re trying to put content out there for people to not just know who Integer Group is but also to contribute to flattening the curve.
Currie: That’s awesome.
Souza: Yeah, it’s fun.
Do you have any advice for the development director at a small to medium agency or any agency? (09:05)
Currie: You’ve given us some really great insights here into how you’re approaching new businesses, so no wonder you guys are continuing to be successful. So, any advice to maybe a business development director at a small to medium agency or any agency in that regard?
Souza: Keep an eye open for businesses or business sectors on the verge of reopening. Listening is critical. Selling is not super well-received now, so you might have five conversations and only get half of a lead out of it. But it’s worth it because, for the long game, you’ll be better positioned. In this time, be really aware of what’s going on around us and continue to build relationships.
Currie: Great insight. And I really loved what you talked about in terms of the whole agency leaning into building more relationships, too. That’s key, why not make yourself your most important client? Thank you, Nicole.
If you liked this blog post, check out:
100 Sponsorship Spenders Planning in Q2 2020
in Breaking News, COVID-19, Sponsorshipby Shannon HamptonInstead of hitting the same tired prospect list, our most successful sponsorship, and ad sales clients find creative ways to surface leads most likely to convert. They harness the power of Winmo’s smart filters to uncover adjacent verticals, new decision-maker sets, and lists like the one we’ve put together for you below – 100 sponsorship spenders planning in Q2.
These marketers have invested in sports sponsorships, live events, and experiential marketing, and are likely to again. It’s crucial to reach the right account at the right time (when the budget is available). So, we’ve focused on those deciding where to allocate their marketing dollars for upcoming campaigns. These are a natural target for sponsorship sellers, but also for ad sales executives.
But, who will benefit from 100 Sponsorship Spenders Planning in Q2 2020?
1) Sponsorship sellers
Including all those that sell sponsorships for events, experiential offerings, or sports. Brands are hungry for exposure right now, whether through virtualized experiences, related media channels, or upcoming in-person events. These brands have spent in the past on experiential marketing and we forecast they will do it again soon. We’ve also included a key title responsible for sponsorship decision-making.
2) Media sellers
While these brands dedicate significant budgets to sponsorships, it’s possible they will invest in more traditional advertising vehicles. Right now is a time to evaluate needs, determine their target audience, and offer attractive (and safe) inventory.
The right messaging for sponsorship spenders
Inboxes are flooding, so take a targeted approach to stand out from the crowd. It’s worth the extra step to reach out with the right message. Investigate current campaigns, demographic targets, and the decision-maker. Then, craft a compelling argument for why your offering compliments (or elevates) their existing strategy. Sounds like a lot of work, right? We’ll be happy to set up a free trial of Winmo to give you the unfair advantage you need to reach sponsorship spenders right now.
If you liked this blog post, check out:
Data Insights: Your Key to Getting In Front of Media Buyers & Planners Right Now
in Ad Sales, COVID-19by Shannon HamptonData insights are everything. As the industry moves quickly to keep up with the shifting brand needs to update media placement, SwellShark is on the front lines. Nick Pappas (CEO) and Mary Perhach (President) spoke with Winmo CEO Dave Currie to discuss preference shifts and how premium brands are adjusting to maintain market share. Then, they discuss the media properties, publishers, and ad sellers standing out, and how those trying to get in front of media buyers and planners should position themselves.
Brands like iHeart and Pandora are doing it right, surfacing hard data about certain categories. Check out the full conversation below:
Dave Currie: What data insights do you see out there right now?
Perhach: It’s definitely different by category. So, our clients in the travel space are obviously pulling back spending significantly, trying to find the right balance between keeping some money in the market for in-market travelers who are planning trips for the future. There are some hopeful travelers out there who plan to go somewhere in November. And we want to make sure that our brands are out there for those folks.
Perhach: We’ve got some brands in the packaged goods space who are doing well right now, especially food brands. I think a challenge that we’re seeing right now is people are becoming a little less particular about the brands. I’m sure you’ve had the same experience as a consumer because I certainly have. I like ordering Applegate hotdogs cause that’s the only kind of hot dog we eat as a family and I immediately get offered a substitute.
Perhach: People are trying lots of new brands now. So, hopefully, that doesn’t change any brand preference. And I think people are also just bringing home less money than they were before. So, a premium brand, like Applegate for example, might get sacrificed for the time being.
Currie: Thinking a little bit through the opportunistic side of data insights, those brands that are perhaps coming into the market, this could be a very opportune time for them to take of voice. And, ultimately, if they’re able to do a good job on the conversion side of things, maintain that share of the market.
Perhach: I was on a podcast last week and one of the guests’ clients was a DTC soap brand that had been trying to gain traction for a while. And suddenly they have a huge supply of resources. These folks were suddenly positioned to take off, manage that growth, and find the right audience. Not just for right now but for the future. So, there are brands out there with enormous opportunities.
Pappas: Our Sun Bum client, which is traditionally sunscreen, also offers a hand sanitizer. It was one of the things that sold out incredibly quickly and was a really interesting way for people to discover the brand. You just hope that sort of carries on beyond this period as well. That they love the product, the smell, the attributes of it that will make them pick the sunscreen when they can go outside again.
Perhach: And, for those of us who are in the suburbs, we have backyards. So, we are actually spending more time outside and shouldn’t forget about sun care. So, for them, it’s also about striking that balance because they don’t want to be seen as opportunistic. Finding the right way to deliver the message about how important it is to protect your skin, yet not forget skincare when there are bigger problems in the world.
Currie: Clearly, you have many clients in the CPG space, in retail, travel, but also in the financial services sector. How have you seen financial service meesaging differ?
Perhach: A lot of messaging has shifted. Until everyone really understands what the interest rates are going to be, a lot of stuff just has to be paused. And then, other messaging shifts to more advice-based. Much more, we’re here for you. How can we help?
Currie: How have the projects driving traffic to an in-store retail environments shifted?
Pappas: A few of our clients have their own DTC marketplace with 90% wholesale sales and are doing well as direct-to-consumer. They can get quick access to their inventory and warehouses, and they’re shipping product. Amazon has been great, but we’ve all seen a slow down in delivery.
Currie: Any advice to media properties and publishers on how to approach mediae planners and buyers?
Perhach: The best information is easily packaged up for our clients. Here’s what’s happening in travel, CPG, or fashion. Pandora and iHeart are doing a great job explaining what content listeners are shifting to and when. They’re going to uplifting music or stories instead of true-crime podcasts. People are in different places than they were last month.
Currie: What would you like to see from media ad sales teams in terms of their data insights approach?
Perhach: We’ve had a lot of helpful outreach from our reps. The larger properties like New York Times, Bloomberg, and Wall Street Journal, host webinars on the impact of COVID on their content, reporting, audience, and data insights.
Pappas: I think most of the larger properties are doing a really good job telling how their consumers’ times are shifting. The New York Times and Wall Street Journal, both have great information, great data. Is there a way for them to actually co-present something together? It’s a fast and dynamically changing environment. In week one, everyone wanted news content. And then, in week two there wascmore interest in home decor and softer things that feel personal, uplifting, and sort of calm.
Pappas: But I’d love to see some news properties or big publishers come together and say, here’s what’s happening…
Currie: Some collaboration on the property side would certainly seem to shortcut that process for you.
Perhach: New York Times and Dow Jones Group both have the capability to do emotional targeting. Dow Jones does it through Unruly. New York Times does it on their site. They understand how people react to different content. So, what would be super helpful for the industry is just to have a pulse on how people are reacting to the COVID content now? And how has it changed over time? They have tools in place to know how consumers feel right now. And that’s really helpful information for everybody.
Currie: Any last words of advice or insight?
Perhach: We’re all in this together, so the more we can share information with each other, the better.
Currie: Fantastic. Thank you so much for the time this afternoon. Great data insights.
If you liked this blog post, check out:
The #1 Tool to Reallocate Your Event Budget
in Marketing, Marketing Tech, Sponsorshipby Jennifer GroeseWith the sudden shutdown of the US economy, the event and conference industry is hit hard. As a ripple effect, the companies who were planning to attend those events to network and drive leads/revenue are also taking hits. With a large majority of B2B organizations spending over 21% of their marketing budgets on events, the question is, “Where do we spend our event budget now?”
Many are immediately dumping this surplus of cash into digital channels. However, strategic organizations also look to sales resources that can connect them with target audiences.
Tools rising to the top: Sales intelligence platforms
Comparing costs and ROI
Events are typically an expensive channel for B2B companies. Reports show that the median spend to sponsor an event is $20,000. And that’s not even assuming the fully-loaded costs of planning and production.
If you’re looking for a total event investment for most companies for March – July, it’s safe to assume there’s about $80,000 (at least four events) sitting around. While some companies absorbed those resources to remain fiscally responsible, most leadership teams are looking for smart ways to grow revenue. On the other hand, the average cost for an annual license for a sales intelligence platform can range from $6,000 – $15,000.
Cost benefits
We attend events to capture a prospect’s attention face to face. The beauty of sales intelligence platforms is that, with key account background and decision-maker insights, you can gather the information you need to make an impression. And you can do it at a greater scale.
Here’s how sales intelligence can help:
Sales intelligence platforms connect the dots for strategic sales professionals. It’s not just finding who to contact, it’s understanding pain points and honing in high probability buyers. When reallocating your event budget, look to sales tools that can connect you with your audience at a higher scale and lower cost.
If you liked this blog post, check out:
5 Cannabis Brands Sparking Up Marketing Spend
in Ad Sales, Sponsorshipby Shannon HamptonCannabis and CBD brands are shelling out right now to reach homebound (and possibly anxiety-ridden) consumers. In most states, Cannabis and CBD have been deemed an essential service so we anticipate dispensaries in applicable states to remain open, and brands in the booming category to continue pushing ads to stay top of mind.
The industry currently predicts an increase in consumption amid the coronavirus pandemic, especially among GenZ and Millennial consumers. If you’re prospecting this category, here’s the scoop on five cannabis brands signaling rising spend and partnership potential on the horizon.
1. Curaleaf
Earlier this year Curaleaf acquired Cura Cannabis Solutions and achieved vertical integration status by acquiring Arrow Alternative Care – expanding opportunities in eligible markets. Jason White of Cura became Curaleaf’s CMO, signaling the potential for a new agency hire on the horizon.
Since cannabis has been named an essential service, Curaleaf’s dispensaries remain open despite the global pandemic. To ensure safety, the company now offers express pickup and is launching a curbside service soon. Its products do not seem to be available via eCommerce since cannabis is not yet legal throughout the States.
At this point, Curaleaf targets markets in FL, CT, MA, NJ, OR, AZ, ME, MD and NY, with a target demographic primarily consisting of Gen-X.
2. cbdMD
According to the company’s Q1 2020 earnings call, cbdMD, is reporting increased online sales due to their bolstered marketing tactics. The North Carolina-based company had expanded into major league athlete partnerships and affiliate programs pushing their direct marketing budget above $2 million in FY 2019.
While events and trade shows everywhere have adjusted their outlook amid coronavirus, cbdMD has pivoted their focus as well, producing opportunity on digital channels such as display, while paid social and influencer initiatives have increased as more and more people are consuming content. We expect their social and digital spend to increase into Summer 2020.
3. Charlotte’s Web
Luckily for hemp-based goods company Charlotte’s Web (CW), it launched its e-Commerce platform late last year, before the coronavirus panic hit. According to its most recent earnings call, CW recently transformed its earned media model, improved its online experience and launched a “Trust the Earth” marketing campaign. In Q4 2019, its D2C channel reached its highest conversion rates in the history of CW, hitting double-digits in key revenue weeks. In 2020, we expect the company will continue to focus on D2C and will phase its marketing spend more evenly.
CW is primarily focused on earned media channels; but will likely be interested in digital display, paid social, OTT and/or podcast ad space. The brand tends to primarily target consumers in CO and CA, especially millennial and Gen-Z parents.
In light of COVID-19, CW also set up a donation to help provide food for dogs and puppies in need of continuing their service dog training via a partnership with Freedom Service Dogs of America. CW additionally raised local support for Children’s Hospital CO.
Agency & martech readers – Studio Number One worked with Charolette’s Web on their “Trust The Earth” campaign, but there may be project work available.
4. Wana Brands
For our Midwest friends, Wana Brans expanded into Missouri as well as hired a new CMO, Joe Hodas in March. The cannabis-infused edibles brand will become available for MO medical dispensaries in Q4 2020. Wana Brands already has a heavy presence in Midwest to West states like IL, MI, OH, AZ, CA, CO, OR and OK, however they have not expanded to the Southeast or Northeast.
New CMO’s tend to trigger agency reviews – we suggest reaching out as soon as possible!
5. Aurora
This is an opportunity to keep in mind for further down the road, as the brand is still establishing itself, but it’s a good one to create some traction with early. Affordable medical cannabis company, Aurora is looking to drive growth through increased marketing initiatives. The Canadian based company Aurora has raised a total of $429 million in funding in more than three rounds; as recent as September 2019 from a post-IPO debt round, reported by Crunchbase.
According to Adbeat, we saw Aurora place ads programmatically via Google in 2018, so we anticipate a return to this channel. As the company looks to boost marketing spend, we predict more programmatic digital ads with an emphasis on younger consumers. You may have the easiest time securing paid social and/or hyper-localized ad dollars. Medical cannabis goods are available in 33 states and DC; view a full list of these areas here. Aurora’s products are also (primarily) available online.
Interested in contact details and sales tips for reaching out to these brands? Get your Winmo trial.
And if you’re looking for other categories to prospect amidst the COVID-19 pandemic, check out our recent posts about Brands Betting on eCommerce and Advertisers Upping Digital Spend.
Updated: The Art of Virtualizing Live Events
in COVID-19, Marketing, Sponsorshipby Marilyn Mead BrutocoFrom Cannes to the Tony’s, SXSW to Coachella, thousands of live events have been canceled or postponed amidst COVID-19. Some of these will simply have to wait until the world goes back to normal. There’s no way to hold the Tokyo Olympics via Zoom, for example. But many conferences, trade shows, and festivals are virtualizing their live events. Thinking outside the box, they’re reworking programming to bring people together when the connection is needed most.
Taking an in-person event and adapting it virtually presents unique challenges to event promoters, but it can be done. If you’re in the experiential, conference, or trade show industry and considering virtualizing live events, see who’s doing it well, with tips for pulling it off yourself.
Live events going virtual and how they’re adapting.
The Belgian music festival was held virtually in July and offered pop and electronic music fans never-before-seen musical experiences. In addition to performances from artists Katy Perry, Steve Aoki, David Guetta, and Martin Garrix, Tomorrowland offered “activities, webinars, workshops, games and other interactive entertainment” for attendees. The festival featured artists performing on virtual stages in front of thousands of virtual fans on a 3D island.
The season picked up on July 30 after shutting down for more than four months and didn’t allow fans to enter the league’s “bubble” in Orlando to attend the games. Instead, through new technology, fans watched games projected on in-arena video boards for players, coaches, and everyone else. This virtual fan experience used Microsoft Teams’ Together mode, which “uses AI segmentation technology to bring people together into a shared background like a conference room, coffee shop, or arena.”
Adobe swapped a live stream in favor of a pre-recorded event. While this removes the opportunity for real-time engagement, the content is more polished after edits, enhancements, additional clarification, and the removal of errors. Adobe Summit speakers appeared more confident and relaxed in their delivery as well. Virtualizing live events with pre-recorded content also eliminates usual challenges, such as problematic time-zone scheduling and connectivity errors.
Salesforce Worldtour Sydney Conference
In February, Salesforce turned its conference into a virtual event in just ten days. “The initial live event was meant to include an expo hall so our team built a digital experience inspired by the act of browsing booths,” Leandro Perez, VP Asia Pacific, writes in a company post detailing the process of digitizing the conference. “Attendees from around the world could explore 18 virtual rooms based on Salesforce Customer 360. A company expert hosted each room, sharing demos with visitors, and answering questions in real-time.”dfdfdfd
The annual conference that typically brings together a who’s who of agency new business professionals in New York is reframing its content focus, too. Instead of hosting the physical conference in midtown Manhattan, Mirren Live split the programming into several days of virtual programming. And there’s a silver lining. Previously, companies who sent one or two executives to keep travel expenses low will now be in a position to purchase digital passes for whole teams.
Key considerations
Pick your streaming resources.
If you’re going to virtualize live events, you’ll have to choose a streaming option first. Of course, there are free options like Instagram Live, Facebook Live (which also provides the ability to accept donations), and LinkedIn Live, but for most purposes, you’ll have to investigate a paid platform. Streaming options include:
For a fairly exhaustive list (plus some other amazing resources), check out writer Cherie Hu’s Virtual Music Events Directory. While it’s designed primarily for music events, the resources detailed include many that apply across the board.
Re-imagine sponsorships.
While your sponsors will understand that you’re adapting under tremendously difficult circumstances (we’re all in this together, after all) they will still expect to see a return on their investment, whether that be the exposure or leads they expected from the event.
Some creative examples of how virtual events are delivering on sponsor goals:
As previously noted, there may be a silver lining to your event, which might have a higher turn-out now that attendees don’t have to factor in travel expenses. If you anticipate a benefit like that, be sure to communicate it clearly to your sponsors so that they understand the pluses they’re getting from the digital version.
Investigate tools to save time.
Festforums has a great Slack workspace where venues, festivals, and other event promoters have been discussing how to evolve in a world of social distancing. If you run any kind of festival or live event, I cannot stress enough checking this out – you can get answers from those who’ve been there.
When it comes to generating leads with potential sponsors, I’d be remiss if I didn’t recommend Winmo. There’s no easier way to pull a list of brands known to sponsor events, planning in the current quarter, and get directly to contact details for the CMOs, Marketing Directors, or Experiential Marketing Managers responsible for those budgets. If you still have sponsorship slots to fill, you don’t want to spend time on bad data or dead ends.
Experiment.
The last word: now is the time to experiment. We are all navigating this new reality together, and audiences are less apt to expect perfection. They may be more receptive to new and innovative ideas, so anything you can do to bolster interactivity and disrupt “screen fatigue” while bringing people together virtually is likely worth the risk.
If you liked this blog post, check out:
Client Spotlight: How Coaster Cycles Shifted Gears to Combat COVID-19
in Breaking News, COVID-19by Marilyn Mead BrutocoFrom pedicabs to PPE – the story of how one company adapted its manufacturing to serve a higher good, and save its employees’ jobs
Laying off the majority of your workforce is not a prospect that any of us would like to face, but it’s a reality that Coaster Cycles, like many others right now, are having to live through. The story of Coaster Cycles, however, doesn’t end there.
Ben Morris, the company’s Bay Area-based CEO, saw business come to a screeching halt during the COVID-19 pandemic, which impacted manufacturing, advertising, experiential marketing and operations – the four key business areas of Coaster Cycles, maker of three-wheeled cycles shipped around the world. Their media division, Coaster Outdoor utilizes Winmo, and is responsible for working with all of their agency/brand partners to place ads on bikes and run OOH and experiential campaigns.
With business coming to a standstill, Morris had no other choice but to lay off the majority of his staff, a decision that flattened him. That same Friday afternoon, he saw a LinkedIn post from the engineering firm that designed Coaster Cycles’ original pedicab. The post shared an open-source face shield design. And an idea sprang to life.
Morris emailed the face shield design to Missoula-based Justin Bruce, the COO of Coaster Cycles.
“Within 7 minutes of receiving the email, I was sourcing components and Ben was emailing hospitals,” said Bruce, who oversees the company’s plant in Bonner, Montana. “When Ben and I get our mind on an idea, it is hard to stop us. We decided to give this project everything we had for one week and the news stories kept supporting the need for businesses to retool and help in the fight. We both worked non-stop that weekend and assured each other that this project could be what could help keep healthcare workers safe and we had the idle factory that could be put to good use. We wanted to bring back our staff from lay-off.”
They were confident in the face shield design, and had experience working with plastic, foam and upholstery suppliers in their bike business. “The face mask was an open-source design, and it had already passed Infectious Disease at one University Hospital and it was being utilized in many more hospitals. So many businesses collaborated to help each other out, and they sent us components to build a handful of them. I built them and then overnighted them to numerous hospital groups,” said Bruce. “Days later, we were told of its approval and we were contracted for building 500,000.”
And just like that, they were able to re-hire back a number of key people. Within hours of getting the call, some of their staff began showing up ready to tackle the project.
“We rearranged 2/3 of our facility, we built workstations, we created new safety protocols, we engineered jigs, we sourced components, and worked together on a plan. It was the most incredible display of teamwork I have ever witnessed. The biggest challenge has been trying to shorten what should have been a year-long project into 1-2 weeks. Or maybe it’s the 16-18 hour days and still running out of time in the day.”
Coaster Cycles is currently making 500,000 face shields for Providence St. Joseph Health and their 51 hospitals across 7 states. They’ve been contracted for 150,000 face shields in New York, and waiting to hear back on additional units.
“We somehow have been incredibly fortunate to have an amazing team of people that we knew could help us make this happen,” said Bruce. “We did it for our staff, but ultimately, because of our staff.”
The 5 Top Sales Podcasts to Up Your Game During Quarantine
in COVID-19, Podcastby Bryttney BlankenLately, I’ve found myself with tons of extra time during quarantine. I’ve already binged watched Tiger King, completely overhauled my workout routine, and re-organized my closet. So naturally, I’m finding ways to stay productive, including binging sales podcasts on my runs and while cleaning the house.
If you’re looking to up your game during this time at home, here are a few of my recommendations for sales podcasts:
1) The B2B Revenue Executive Experience
Ratings: 5/5 stars with over 92 reviews on Apple Podcasts
What people are saying: Great podcast if you’re looking to up your game and learn from guests with proven sales success along with the host, Chad Sanderson. – Apple Podcasts review
Length of episodes: 20-45 minutes
Why you should listen: The B2B Revenue Executive Experience is the podcast geared toward helping executives train their sales teams better and optimize growth. It’s known to provide truly deep wisdom with immediate, actionable insights – every week. Even if you’re an individual contributor, you’ll walk away with nuggets to take back to your team.
Listen: Apple Podcasts | Website
2) B2B Sales Show
Ratings: 4.5/5 stars with over 23 reviews on Apple Podcasts
What people are saying: Indeed this is fresh and real. Love the content and the fact the discussions are real world. I’m a new subscriber but hooked and loyal starting today. – Apple Podcasts review
Length of episodes: 15-30 minutes
Why you should listen: Every episode you listen to an inspiring B2B sales thought leader, executive, or individual contributor discuss everything in B2B sales. The show helps pros navigate the sales process and engage their target accounts to become a more effective seller.
Listen: Apple Podcasts | Website
3) Sales Gravy
Ratings: 4.5/5 stars with over 359 reviews on Apple Podcasts
What people are saying: Short, simple, and to the point! Really enjoyed the episode about prospecting and caring for the customer during Coronavirus chaos. Very informative, good reminders, and a great way to approach these times as a sales representative. – Apple Podcasts review
Length of episodes: 5-45 minutes
Why you should listen: Host Jeb Blount is the best-selling author of People Buy You, which is a great book to get you back to the truest of sales fundamentals: Success is equal to your ability to solve the problems of the customer. He teaches you how to open more doors, close bigger deals, and rock your commission check.
BONUS: Jeb posts a daily sales briefings every day to keep listeners motivated and focused.
Listen: Apple Podcasts | Website
4) Conversations with Women in Sales
Ratings: 4.9/5 stars with over 39 reviews on Apple Podcasts
What people are saying: Fantastic insights you’re not getting anywhere else. For many years, Barb has been a force for advancing sales and the next generation of sales skills sellers need to master (Social Selling!). In this podcast, she handpicks women sales leaders that have tremendous insights into their industry and unique perspectives that will challenge your view of selling. I walk away with serious notes and plenty of ‘do this NOW’ advice to put into my sales practice. – Apple Podcasts review
Length of episodes: 25 minutes
Why you should listen: Women in Sales is dedicated to becoming the best resource in the world for female sales professionals. Every episode features a woman in sales that are doing incredible work and each guest will share practical advice for advancing your sales career.
Each episode features topics like leadership, career management, social selling, overcoming adversity, sales and marketing alignment, B2B sales, strategic partnerships, buyer personas, account-based selling, content creation and promotion, social media, and more.
Listen: Apple Podcasts | Website
5) The Science of Success
Ratings: 4.7/5 stars with over 732 reviews on Apple Podcasts
What people are saying: Want to improve your A-game? Listen to this podcast! It gave me the proof this logical thinker needed to make big changes that worked! – Apple Podcasts Review
Length of episodes: 20-60 minutes
Why you should listen: As, the number one evidence-based growth podcast on the internet, The Science of Success, is about the search for evidence-based personal growth. It’s about exploring ways to improve your decision-making, understand your mind and how psychology rules the world around you, and learn from experts and thought leaders about ways we can become better versions of ourselves.
Understanding these foundational concepts and looking at the bigger picture on how you and others tick will only help you become a better seller.
Listen: Apple Podcasts | Website
If you liked this blog post, check out:
Keep Calm and Carry On with UK Business Development
in Breaking News, COVID-19, UKby Jennifer GroeseWith the rise of COVID-19, there are a limited number of new business opportunities across the agency landscape. In the finest tradition of British resilience, UK business development specialists need to keep calm and carry on. There are opportunities out there for new work if you look hard enough.
There’s progress in the FMCG space, especially with P&G, Mondelez, and Unilever and comfort foods like Ferrero, Pizza Express, McVities, and Cadbury who have dramatically increased video ad spend. Consumers are spending time at home and indulging. While luxury food items struggle, there are huge opportunities for challenger brands that provide in-demand alternatives.
In contrast to popular belief, some retailers are doing particularly well at capturing that share of voice. As consumers upgrade old office chairs and desks, High Street retailers are shifting their budgets from experiential and in-store to e-commerce. Companies, including Staples, throw tremendous spend into mobile advertising across social media, sponsored posts, Amazon Marketplace, and consumer demand. Consumers are upgrading old office chairs and desks.
UK Business Development: Dramatic increases in digital spend
Some brands have seen as much as 1000% increases since March. This is a great proxy for media formats and is a leading indicator of what’s about to happen across the broader marketing campaign. We’ve also seen digital activity translate into other opportunities like podcast sponsorships.
Home improvement is another big area to focus on. A lot of retailers and platform companies in this space are doing incredibly well. This also captures companies in the home cleaning and appliance space including Dyson, Robert Dyas, and Homebase. We’ve seen this supported by YouTube and “How-To” videos where brands, including Dyson, have increased spend by 89.9%.
And it’s not just big brands that are spending. Newcomers in this category are clambering for share of voice, too. In most cases, there is a greater appeal and ability to adapt with small marketing teams who will need assistance from agencies.
UK Business Development: Hobbies, interests, and entertainment
We’ve seen a huge uplift at Lego, Playstation, Electronic Arts, and Nintendo. These categories have increased their spend by over 90% on digital advertising, sponsored, and influencer marketing as consumers keep themselves entertained at home.
The last category to mention is subscription and membership services with the rise of Peloton, Fiit TV, and Mirror. Membership services have also increased their spend include Harry’s, Now TV, and Disney Plus. Currently, Peloton is spending 89% of its budget in the UK alone.
Overall, there’s time to creatively reach these brands. A lot of business development comes down to mindset. There are business developers out there thriving and it’s their time to shine. In new business, if you’re able to set expectations effectively, you’re given the keys to the castle.
While it’s a challenging time, UK business development changes bring opportunity. Give yourself an unfair advantage over your competitors and look out for the different sales triggers that may signal potential reviews or spend increases. Some of these are close to home as we see many British brands carrying on and remaining resolute.
Love being a Winmo user? Rate us on G2 Crowd!
If you liked this blog post, check out: