News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
How To Make Your Brand As Beloved As A Sports Team
Michael Hickins,ORACLE / Forbes / August 24, 2015
NEW YORK—George Steinbrenner once said about home run legend Reggie Jackson: “He puts fannies in the seats.” Most sports teams don’t have to do a lot of marketing to get fans into their stadiums and arenas—their superstars do it for them. And if they don’t have superstars in a given season, well, as comedian Jerry Seinfeld put it, “we’re all rooting for laundry.” Specifically, laundry sporting brand names, player names, brand colors and logos, as well as memorabilia with brand logos. Even bad sports teams have corporate sponsors that pay for luxury suites to woo preferredRead More
7 Surefire Ways to Get More Impact From Your Content Marketing
Neil Patel / Content Marketing Institute / August 24, 2015
Why is there a disconnect between doing content marketing and getting results from content marketing? Although it’s a ubiquitous method, content marketing is not automatically an effective method unless you leverage it in the right way. Follow this checklist of tips, tricks, hacks, techniques, and practices to improve the impact of your content marketing. 1. Be consistent Content marketing usually “fails” because people quit. Never, ever quit. Many businesses function on the microcosm of the annual quarter. Quarterly earnings, key performance indicators, and metrics must beRead More
Chris Crum / WebProNews / August 10, 2015
Native advertising is big business, and it’s only going to grow. By billions and billions.
A recent study from BI Intelligence projects spending on native ads to reach $7.9 billion this year and grow to $21 billion in 2018.
In late 2013, the Interactive Advertising Bureau released its “Native Advertising Playbook,” aimed at serving as a “consistent framework” for for the discussion surrounding native advertising, which is constantly evolving.
At that time, native ad spending was only at $4.7, so that’s how much it’s on the rise. If your’e going to spend on it, you obviouslyRead More
Michael Winkleman / FOLIO / August 3, 2015
It’s fun to be snide — but branded content has already proven its worth. I’m frequently struck by the value-laden words some journalists still use to talk about branded content. I don’t think they mean to sound like they’ve already made their minds up—or, more likely, never changed them—but it doesn’t take a psychologist to intuit their unresolved doubts about the validity of this form of media. This was clear a couple of weeks ago when I spoke on a panel focused on branded content as a new revenue stream for associations. While I didn’t expect the moderator to be a brandedRead More
Kate Maddox / Ad Age / August 4, 2015
CMO Council Finds Marketers Aren’t Allocating Enough Budget to Visuals
While the majority of senior marketers believe visual assets are important to their marketing strategy, they don’t feel they’re allocating enough of their marketing budget to creating visual content, according to a study released today by the CMO Council.
The study, “From Creativity to Content,” was based on an online survey of 177 senior marketers in North America, conducted during the second quarter. Fifty-two percent of respondents were from b-to-b companies; 30% were from companiesRead More
Jamie Heckler / B2C / 8/4/2015
When I saw OpenTable’s #SavorTheRoad press release in PR Newswire’s distribution feed, it immediately caught my attention. It combines my passions of food and travel with some exceptional visual storytelling. I did some digging to see what other channels they were using to tell this story and really began to swoon.
It’s easy for a brand’s marketing to fall prey to the content overload your audience is suffering from. OpenTable’s combination of quality information, distinctive graphics and smart promotion overcame that.
Follow along as I reverse-engineer their strategicRead More
Jeff Rosenblum / Ad Age / July 21, 2015
Our industry has finally woken up to the power of content marketing. According to eMarketer, 59% of marketers plan to increase their investment in content marketing. Not surprisingly, there’s a cottage industry growing to help brands cheaply and easily create content. From distribution to measurement, there seems to be a new tool popping up every day.
Personally, I’m getting nasty flashbacks to the early days of banner ads. When banner ads first came out, the marketing industry treated them like rebranded laundry detergent — “new and improved!” So, we shiftedRead More