What’s In This Issue?
This Week’s Main Stories
Story 01Why Smart Brands Prefer Influencers With Smaller Audiences
Story 02PGA Launches Desperate Marketing Campaign To Attract Younger Fans
Story 03Berlin Creates World's First "Startup Supermarket"
Story 04Are Creative Agencies Becoming The New Freelancers?Even More Stories
- Westworld Creators Thwart Pirates By Releasing Spoilers Themselves
- Tesco Creates Reusable Grocery Bag With Hidden Discounts
- Microsoft Creates New Smart Mat That Every Kid Will Want
- ELLE Magazine Puts Model With Skin Condition On Cover To Challenge Usual Beauty Conventions
- "Reputation Inflation": Why You Can't Rate An Uber Driver Under 5 Stars
Why Smart Brands Prefer Influencers With Smaller Audiences
For years, brands selected influencers based solely on how many subscribers, likes, follows or impressions they could get. Bigger was always better. According to a new report, these “mega” influencers (those with 501,000 to 1.5 million followers) may be less preferred than "micro" influencers (those with 10,000 to 100,000 followers). This second group are more likely to have a narrower focus that better aligns with a brand's goals rather than just being famous through marriage or having one hit song. While the social media analytics firm publishing the report is not exactly unbiased, the conclusion is one that is long overdue for influencer marketing ... and hopefully one that more brands consider.
PGA Launches Desperate Marketing Campaign To Attract Younger Fans
It is no secret that golf as a sport is suffering and has been for years. It's history, expense and lack of diversity (Tiger Woods as the noteworthy exception) have all taken their toll on the sport. In a bid to try and refocus the sport on the fans rather than the players, the PGA's new "Live Under Par" campaign replaces its 20-year-old "These Guys Are Good" campaign. While a marketing campaign alone can hardly make the sport more approachable, you have to appreciate this strategy as smarter than what they had in the past. Maybe one day they'll finally realize the best way to save golf is to start converting all the courses into "FootGolf." Now that's a sport worth expanding.
Berlin Creates World's First "Startup Supermarket"
For any adventurous eaters who love to find new products, it isn't always easy to engage your spirit of change because grocery store shelves are routinely stocked with the most popular products that everyone likes. In an industry that is increasingly heading toward private label versions of products produced and distributed by the stores themselves, this concept store from Berlin is a welcome change. Shoppers there can try innovative new products, and the startups behind them have a place to try out their new ideas and get them in front of consumers. I love everything about this idea ... and I'll be one of those consumers waiting to see it duplicated in the United States hopefully soon.
Are Creative Agencies Becoming The New Freelancers?
P&G announced this week they will be using a dedicated holding company agency team, much like Ford and several other brands. Essentially the arrangement allows them to pick the best talent from multiple agencies and put them on a dedicated team just for their business. The losers in this model are the agency people themselves (who now no longer have the chance to work on a wide variety of work) and the other clients of those agencies who may now experience a talent drain as some of their best people head into this dedicated team, never to emerge for other client work. It is a shakeup for P&G, but its also a significant indicator for the rest of the industry about what may be coming from other large clients as well.
