Coronavirus’ Impact on the Marketing Industry
The impact of the Covid-19 virus has been massive and widespread. Almost every single industry that you can imagine has felt the effects that the shockwave of the Coronavirus has left in its wake, and the marketing industry is no exception. With much of the population forced to self-isolate at home, digital marketing has become even more crucial than ever before as people have become increasingly reliant on technology in order to stay in contact with one another. Marketers and brands have had to make several adjustments as a result of the pandemic, and interestingly enough, many unexpected opportunities and consequences emerged as a result of the virus.
Not many industries can say that they have seen new opportunities arise as a result of Covid-19, but marketers have been lucky in that sense. In a field where connecting with your audience is key, marketers have found themselves in a time period where people are looking for some kind of connection more than ever. This has made the effort that marketers have out into their social media management worthwhile. Effective marketers have used this time period to take their brands social media and build relationships with their customers, providing them with a stable, dependable voice to look towards. This can be invaluable during a time like this, and can help to increase the loyalty that people feel towards a brand. If marketers are able to build that relationship, it can help to keep their company afloat during this time of great financial uncertainty. Marketers have also gained some unexpected hands-on experience of how they should respond in a crisis situation. In the future, if something tumultuous is to happen with their company again, they are better equipped now to handle the fallout.
On the flip side, the Covid-19 pandemic has also had many negative consequences for the marketing industry as a whole. For example, it has been a very difficult time for customer acquisition. With many people out of work, there is not much unnecessary purchasing or experimentation in regards to purchases happening. Customers are tending to stick with brands and companies that they are familiar with and are behaving in a more risk-averse manner. Additionally, the virus has put many campaigns and partnerships that had been planned on hold, perhaps permanently as many companies and industries are bleeding money every day. Marketers as a whole have had to hold steady in order to keep their collective heads above water, and thus not much experimentation has been occurring, stifling growth within the industry. Overall, Covid-19’s impact on the marketing industry has been undeniable. However, although this impact has come with its fair share of negative consequences, there have been many opportunities that have emerged as well, and it is important for marketers to adapt to the changes that have happened and face these opportunities head on if they wish to succeed.
Tik Tok Performance Improvement Tips:
Ever since its debut in September 2016, Tik Tok has emerged as one of the fastest growing social media platforms available. Younger individuals in particular, such as members of Gen Z and Millenials have really helped to popularize the platform, creating viral trends and dances that have reached across the globe. The viral nature of Tik Tok is part of what is so enticing about it to begin with; the idea of being able to record a message or participate in a trend and have your voice heard by millions of people from all different walks of life can be a very attractive prospect. However, performing well on Tik Tok is about more than simply just recording your video and posting it to the masses. There are several ways that individuals who are seeking to reach the widest audience possible can set themselves up to do well on the platform. While these tools can be useful for anybody seeking to find popularity on Tik Tok, they can be especially useful for marketers, whose ultimate goal is to reach a vast audience to effectively spread their message.
One of the best things you can do to ensure that a large audience sees your post is to utilize hashtags. Hashtags have become a staple of many different social media platforms, and Tik Tok is no exception. In particular, make sure to take advantage of hashtags having to do with the “For You” page (#ForYouPage, #ForYou, #FYP), which is the customized video feeds that Tik Tok curates for you when you first open the platform. Using these hashtags increases your likelihood of appearing on the “For You” page of other people when they utilize Tik Tok. Another crucial tip would be to record your videos vertically. Tik Tok is a platform in which the video display is vertical, so recording your videos in this format will make them more visually appealing to the audience. Prospective Tik Tokers should also be mindful not to focus solely on likes. There are many metrics and analytics that a video’s success can be examined through. While likes are important they are not the be all and end all when it comes to determining how successful a video is going to be. Those seeking to find success on the platform should also make sure that they have recent uploads from their accounts. Videos that appear on the “For You” page are typically pulled from the last 90 days of uploads, so having recent uploads on your account will help increase the likelihood that people will discover your account. Finally, and maybe the most important tip of all would be to keep viewers engaged. If the people watching enjoy your content and keep going back to your page, your viewership will increase as Tik Tok will take that as a sign that people enjoy your content. Therefore, it is important that your posts grab the attention of the viewer right away so that they keep coming back for more.
Tik Tok is still very young as far as social media platforms go. There is no doubt that over time it will continue to evolve and adapt to meet the needs of those who are utilizing it. As it currently stands, the tips and tools listed above can help marketers and potential future viral video stars increase their reach on the platform and cast the widest net possible to spread your message more effectively.
BEATSTOCK IS BACK!
Beatstock is back! Presented by Slomin’s Shield, the event is hosted by Drita D’Avanzo from MTV’s ‘Mob Wives’ and Speedy. On Saturday July 27th at the Ocean Casino Resort in Atlantic City, 103.5 KTU’s “dance music festival that started it all” makes its long awaited return with new, fresh talent.
Some of the great artists set to perform include Deborah Cox, Amber, K&7 & TKA, Judy Torres, Lil Suzy, Rockell, and The Cover Girls. The Vargas Brother, Reina, Real McCoy, Color Me Badd and Joe Zangie are also scheduled to perform. There will also be an after party at the HQ² Nightclub in Atlantic City right after the show. Tickets are available HERE.
Tickets for the main show are on sale now until doors open at 7:30. But if you purchase your tickets through Ticketmaster now, you can get great seats for up to 50% off the normal price! This is a limited time, first-come-first-served deal so be sure to visit Ticketmaster today.
If you missed out on any previous Beatstock shows, now’s your chance to attend one! Who knows when the next show will be. Visit the Beatstock Facebook page for more information and for any updates about the show. It’s going to be an awesome time; we hope to see you there!
Empire Outlets Opens in Staten Island, New York
By Ryan Gumb
Shopping on Staten Island just got a whole lot more interesting and way more fun, thanks to the newly opened Empire Outlets. Located right next to the Staten Island Ferry terminal, these outdoor outlets provide Staten Islanders, and visitors, a shopping experience that they have never had access to. In fact, the Empire Outlets are not only the first outlet shopping destination on Staten Island, but also the first outlet shopping destination in New York City. This unique distinction is what makes the Empire Outlets so important to the people of Staten Island and New York City. Gone are the days of trekking out to New Jersey to shop at the outlets. Instead, Staten Island has chosen to implement a change that will greatly benefit the borough and bring commerce back to the Island!
Shoppers will have a variety of different stores to choose from. Whether you are looking for clothing, accessories, or even food, you will be able to find what you need at the Empire Outlets. The outlets features large stores like American Eagle, Banana Republic, Old Navy, H&M, Haagen-Dazs, Starbucks, and many more. In fact, several stores are still yet to open, so be on the lookout for Converse, Jewelers On Fifth, and Shake Shack.
So come on, Staten Island! Get out to the Empire Outlets ASAP and take advantage of this new shopping experience that is completely unique to Staten Island and New York City, and show everybody what this borough is all about!
Social Media and its Effects on Marketing Today
By Ryan Gumb
Social media has become a regular part of everyday life for countless individuals around the world. When we wake up in the morning the first thing that we do is grab our phones to check our social media accounts. In fact, for many of us, the time spent sleeping is the longest period of time we go without checking our social media accounts. It is an undeniable fact that social media has made its way into our society in a variety of different aspects. One of the greatest ways that it has impacted society can be found in modern marketing and advertising.
Prior to the emergence and subsequent boom of social media, the faces of marketing and advertising were very different. What is now known as “traditional media,” was referred to simply as “media.” Television and radio ads, as well as print ads in newspapers and magazines, were often the direction that marketers opted to go in. Often times, press releases would need to be drafted and submitted to news publishers in order to get the word out about whatever it was that was being promoted. With the emergence of the internet, digital advertising began to blossom. Buying ad space on websites became commonplace, whether it be through side banners, videos, pop-ups, or even via blogs. While all of these methods of marketing and advertising still exist to this day, they have become less prevalent in the wake of social media marketing.
Social media has allowed companies to connect more directly with their customer base than ever before. Customers now have a tool at their disposal that will allow them to directly contact a company that they plan to do business with, allowing for customer service to take place at a rapid, and sometimes instantaneous pace. Social media also provides companies with an opportunity to promote themselves in a very cost effective manner. It may cost money to pay a social media manager or to run paid ads, but social media is still cheaper than many of the other methods of advertising that had previously been more popular.
Some companies even opt to utilize services such as Sendible and Hootsuite which allow them to streamline and queue social media posts in advance. Social media has also brought forth the emergence of “influencers.” Influencers are individuals with significant followings on social media who partner with brands in order to promote their products or services. They essentially act as thought leaders, influencing their followers to patronize the brands that they are working with. Many companies have found success by making use of social media influencers, and this has provided them with another method that they can utilize to connect with potential customers.
Additionally, social media gives companies an opportunity to establish a brand personality for themselves. Wendy’s is a prime example of this brand personality development. Wendy’s is famous for their Twitter account, which is snarky and sarcastic, often times making witty comments back at people who reach out to them on the platform. Often times, they will even throw a friendly jab at some of their biggest competitors, such as McDonalds and Burger King. This tongue-in-cheek approach has worked very well for Wendy’s, but brands must be careful, as social media can lead to offensive conversations and ruin the reputation of the company. The minute that something is put on the internet, especially on social media, it is there forever, and many companies have experienced severe backlash for things that they posted online.
In conclusion, social media has completely changed the landscape of the world of advertising and marketing. Brands now have direct access to customers, and customers now have direct access to brands. While this may mean that it is easier than ever to reach a customer base, it is not necessarily a completely positive thing, as brands are more under the microscope than ever before, and must now make sure that everything they say and do is being perceived positively by the general public. The use of targeted social media ads, influencers, and positive direct customer interaction can establish strong reputations and personas for companies who would have had a hard time growing a few years ago.
Generational Marketing in 2019
By Ryan Gumb
When developing a marketing strategy, age and generation are factors that need to be taken into account. We’ve all heard terms like “Millennials,” and “Baby Boomers,” thrown around, but what do they actually mean? And how do you figure out which generation that you’re a part of? Well, unfortunately… it’s not so simple. There is a lot of debate over the exact point of time in which one generation transitions into another. However, our behavior and media habits can give us a clearer explanation about which age bracket we truly belong in.
Baby Boomers (1946-1964)
Unlike the other categorized groups, “Baby Boomers”, are consistently defined as people who were born between the years 1946 and 1964. This generation began right after the end of World War 2; Baby Boomers grew up in the midst of the Cold War, the Vietnam War, and experienced the beginning of the civil rights movement. Many consider them to be hard working but old fashioned. Although they make use of traditional media more than any other generation, they tend to love Facebook!
Generation X (1965- Approximately 1979)
Generation Xers are somewhat caught between two different worlds. They are old enough to remember growing up in a time without technology, but young enough to witness the technology boom and its impact on their professional lives. They are typically avid television watchers, and have a stronger grasp on technology and social media than Baby Boomers.
Millennials (Approximately 1980- Late 1990’s)
The years that define Millennials are wildly unclear. Some say that the millennial generation ended in 1994. Others claim that it lasted until 1996 or even 2000. Millennials tend to be greatly misunderstood, and are often mocked for their reliance on technology and their obsession with social justice. Millennials tend to be very technologically savvy, and are proficient in managing social media accounts across various platforms. Although most still watch television, more and more are making the decision to cut the cord on traditional cable and opt for streaming services instead. Impactful events like the 2008 Recession and 9/11 have shaped this generation’s view of the world.
Generation Z (Late 1990’s- Present)
Some argue that Generation Z ended in 2015, while others claim that today’s newborns are still considered Gen Zers. This is a generation that has had access to technology from birth. From playing with their parents’ phones and tablets at an early age, to getting their own mobile devices, Generation Zers have never known a world without technology. They are the largest generation, making up approximately 25% of the population.They are extremely tech savvy, and nearly addicted to the world’s most popular social media platforms. Statistics show that they spend at least three hours a day on mobile devices.
For marketers, understanding the trends of these generations is very important. If we can understand their values and passions, we can deliver more relevant ads in the right places and at the right time.
Shelter Plan Lacks Common Sense (commentary)
Last month, the mayor announced that he was funding a 200-bed homeless shelter for women and children at 44 Victory Blvd., in Tompkinsville, several hundred feet away from an existing homeless shelter for women and children run by Project Hospitality. The site is one of the most valuable pieces of property in the area because it is zoned for a mixed-use tower that can add residents and income to a neighborhood that is the focus of revitalization efforts. As is its practice, the city is offering the property owner, Freehold S L Limited, a long-term lease well above market rate as an incentive to complete the deal.
The location, 44 Victory Blvd., is just steps away from Minthorne, a row of boutique eateries created by businessman Gary Angiuli, who has been able to attract visitors from Brooklyn and beyond to hang out in the area. In addition to providing a home for cool businesses like Flagship Brewing Co., Daddy O’s BBQ and O’Henry’s Publik House, Angiuli is funding the construction of an elevated park adjacent to the train tracks as a community amenity.
About a mile down the road is Empire Outlets, a project which Community Board 1 demanded be added to the Request for Proposal issued by NYC EDC when they wanted to build the New York Wheel. CB 1 knew that shopping was the best way to get tourists off the boat and onto Staten Island to spend money. It also knew that the community needed a place to shop.
Adjacent to EO is Lighthouse Point, another project spearheaded by CB1 and just a train stop away is another project supported by the community – Urby, a unique mixed-use project designed to attract young urban professionals. Together, these projects represent approximately $1 billion of private investment into Downtown Staten Island.
Over the last five years, the city has awarded millions of dollars in grants to the Staten Island Chamber of Commerce, the Staten Island Downtown Alliance, Staten Island Arts and the Staten Island Business Outreach Center to retain and attract businesses to the area. All anyone has to do is walk along Bay Street to know that the investment is paying off. So, where is the common sense in opening a 200-bed homeless shelter in the heart of a district where billions of dollars have been spent on revitalization? Why aren’t our elected officials leading the protest and demanding a more sensible solution to supporting the 1,400 Staten Islanders who are now homeless?
Homeless shelters are dangerous and expensive. In 2018, there were more than 2,500 criminal complaints logged within New York City shelters – 528 were felonies. Homeless services experts agree that the answer to reducing homelessness isn’t to open shelters, but to create more permanent affordable housing, which saves money while truly helping individuals get back on their feet.
Within the Bay Street corridor we have an excellent example of this type of housing. The Rail, located in Stapleton, is a beautiful building with wonderful amenities. Those who live there are not stigmatized by the community, because everyone who lives there is part of the neighborhood. They shop in local stores. Children attend local schools and they have a home they can call their own.
The Department of City Planning spent the last several years and considerable cost to create a plan to rezone the Bay Street corridor. If adopted, the plan will protect the 1,700 low-income residents living in the corridor, plus add more permanent affordable housing within newly built, multi-unit residential buildings — similar to what was done at The Rail. Unfortunately, representatives of City Planning did an extremely poor job explaining what the rezoning would do, which caused the community board to vote against it. The next stop for the plan is the borough president. I urge him to support the very sensible rezoning plan and to oppose the construction of a homeless shelter only blocks away from where one already exists, because it is the common sense thing to do.
By Leticia Remauro
(Leticia Remauro is the former chairwoman of Community Board 1 and secretary for the Staten Island Downtown Alliance.)
Photo Credit- Rendering owned by NYCDCP
Has the Fourth Estate Elevated Itself to Ruling Class?
For 25 years I have made my living in public relations. Over the years I have established relationships with members of the New York City Press Corps who have allowed me to pitch story ideas. The stories that get picked up must pass intense scrutiny by reporters and editors who look for facts to back up my claims – that’s because the New York City Press Corps consists of the savviest people the “fourth estate” has ever known – upholding their responsibility to report the unbiased truth to the masses at all times.
Hundreds of years ago, the press was dubbed the “fourth estate” because it shared a relationship of trust with the “people”, whereas the first, second and third estates represent the elite and ruling classes who often use propaganda to keep the “people” in check. The trust between the “people” and the press is so strong that our founding fathers included the right of free speech in the American Bill of Rights. They wanted all Americans, especially the press, to feel free to speak out against their government without fear of arrest or retribution. That relationship was the focus of a recent movie titled, “The Post” based on a 1971 landmark decision by the United States Supreme Court that made it possible for The New York Times and The Washington Post to report on the top secret “Pentagon Papers” without risk of censorship or punishment from the Nixon Whitehouse.
Preserving the trust between the fourth estate and the masses is so important that reporters and editors have gone to jail to protect their sources, that’s why I find it sadly ironic that in today’s society the press is calling on the President to edit his words to protect the fourth estate.
It began in 2015 when candidate Trump coined the phrase, “fake news”, accusing the New York Times and other news outlets of promoting Hillary Clinton while criticizing him. At the time I sided with the media because I shuddered at the thought of what would happen if the fourth estate began to exercise its power to direct the masses instead of inform us. Unfortunately, after the election I was forced to accept the truth that the fourth estate had broken its trust with the American people when it shamelessly began treating the President and his staff with disdain – the proof of which is evident by a recent statement from Jeff Zucker, President of CNN Worldwide after a series of bombs were delivered to offices of various news outlets and elected officials. The statement was issued via Tweet from @CNNPR and read, “There is a total and complete lack of understanding at the White House about the seriousness of their continued attacks on the media. The President, and especially the White House Press Secretary, should understand their words matter. Thus far, they have shown no comprehension of that.”
Mr. Zucker, is absolutely right – words do matter and his words are hypocritical. Just as The New York Times and The Washington Post stood up to protect free speech, even if it meant exposing government secrets and jeopardizing those fighting in the Vietnam War, every American, including the President, has the right to criticize those in power. Unfortunately, the entity in power in this case “IS” the fourth estate because it has clearly shown its open disdain for the American public and their choice of President.
Mr. Zucker prefers to blame President Trump for the negative perception of the press rather than admit that the fourth estate has breached its trust with the masses by using propaganda and public shaming to force people to succumb to political correctness.
Critics of President Trump say that he has lowered the standard of the office with his Tweets and rallies. Perhaps that is the natural by-product of the fourth estate elevating itself to “ruling” class.
How to Be a Better Client and Maximize Your Marketing Efforts
Some industries are labeled with a bad reputation no matter how trustworthy the individual business entity is. Auto body shops and marketers are two such industries. So what happens when a well-known marketing agency teams up with Staten Island’s only environmentally friendly auto body shop to increase business? This week’s Vonsense podcast, “How to be a better client” can answer that question.
This week the Von Agency team spoke with Barry Crupi, Co-owner and operator of Barry’s Auto Body to get his opinion about why his various marketing campaigns have been successful.
The first point that Barry brought up was the need for the client to know what s/he expects to gain from the marketing campaign. There are many forms of marketing – from Facebook ads, to LinkedIn, to YouTube videos and podcasts. Each platform presents different creative opportunities. As a client it is important to communicate your goals to your marketer and to work with them to adjust the campaign to optimize performance.
Passariello brought up the importance of tracking. In his words, “If you can’t track it, don’t do it.”
The team discussed the importance of being realistic when it comes to expectations. Several of the campaigns Politika created for Barry’s Auto Body were a bit edgy and resulted in a few negative comments even though the overall campaign was successful. As Barry said, “Sometimes you have to ruffle a few feathers in order to get people’s attention.”
The group discussed involving family in marketing campaigns as was the case with the “I Gotta Guy” series in which Barry, his sister and partner, Michelle and his father appeared in the video. Barry said that it was extremely important because all of his family is involved in the community so people recognized them in the video and connected them to the business.
That led to the discussion about what role community involvement plays in marketing. Barry emphatically stated that volunteering in the community and donating to local non-profits was extremely important because that creates trust between the community and your business. When small business engages with charitable institutions, everyone wins.
The group all agreed that customer service is the best marketing opportunity a business has. When you provide a quality experience for your customer you establish a solid base for word of mouth business, especially in today’s competitive market when customers are not geographically restricted on where they can shop.
To learn more about how to be a better client when dealing with a marketing agency, listen to this week’s edition of Vonsense:
The Benefits of Hiring a Professional Graphic Designer
As the senior creative designer at Politika, part of my job is to use digital illustration to create materials that provide information about a company. This can be done with company logos, web design, flyers, brochures, stationary, signage, business cards, mailers and more.
Creative Designers usually work collaboratively with researchers in order to achieve an understanding of industry trends. Strong problem solving, decision making and organizational skills are vital to us because our job requires us to meet with clients to discuss business objectives, estimate the amount of time required to complete the work, develop design briefs, and present finalized work that suits the client’s needs.
We often work as part of a team dealing closely with printers, copywriters, web developers, account executives and other marketing specialists to get ensure that the visual message is consistent and obvious. This strong, result driven approach ensures that our digital picture conveys a clear message in an aesthetically pleasing way.
Possibly the most important and rewarding aspect of my job is working with new businesses to create a visual brand. Since a company brand is the way the world will see that business, it is one of the most crucial first steps in launching a new business so it should not be left to amateurs.
Often times small businesses create their visual brand using colors, shapes and names that hold some importance to them yet have no connection to the consumers in their market. These businesses try to save a bit of money by using the talents of family or friends who have a good eye for color and can work in Photoshop or Adobe Illustrator. They don’t realize that the money they save up front can cost them their business in the long run.
Creating a proper brand requires professional research to ensure that your design will not cause a copyright infringement; research to know what the market will respond to and experience so that your brand can be used across all mediums.
Think about it, you are investing thousands upon thousands of dollars to start your business – the place to save money shouldn’t be on the image that you want to present.
Avoid the crucial and costly error of improper branding by seeking the help of a professional graphic designer.
For more information, you can email me at [email protected].