Machine v Humans in Adidas bid to clean up the oceans ... by Fiona Wyatt

Adidas are cleaning up the oceans with a new sneaker design but at what cost? If the factories become automated what happens to the people currently doing those jobs? Is this the beginning of a Machine v Humans debate in the footwear industry?

Fiona Wyatt writes ... What I love about being a blogger, is the luxury to explore a story and see how it unfolds. I have been slack on researching and writing so I missed the Futurecraft series of video’s from Adidas (alright adverts). My research has shown me that Adidas are pushing the footwear production line by creating four new manufacturing methods: Parley for the Oceans X Ultraboost: Futurecraft 3D: Futurecraft Leather: Futurecraft Tailored Fibre. 

Via Talking Men's Shoes

Now available : 10-Step Website Redesign Checklist ... Download now!

10-Step Website Redesign Checklist

Sometimes change is what’s needed most. Redeveloping your website can transform your marketing so it’s more strategic, better targeted, and just what your prospects are searching for.

Your website may be your most important marketing tool, but it’s not just a fancy brochure. To perform well, it has to integrate effectively with your blog, email marketing, social media, lead nurturing programs, etc. Like all tools, it requires periodic sharpening.

This e-book explains what’s needed and why, with ten steps that guide you through the redesign process. You’ll get plenty of practical detail — no mysterious jargon. You’ll learn:

    • How to shape your website’s components to get maximum benefit from every page.
    • How to zero in on content that establishes your company as a valuable resource for your prospects.
    • Things that others may not tell you, like why it’s important to analyze your competition, and how to protect existing website assets when planning a redesign.
    • How you can sidestep common mistakes that can actually damage your redesign.
    • How to turn your website into an inbound marketing hub that makes centralizes all your marketing efforts.
    • Why outsourcing to a marketing pro can get your redesign done sooner, and better. TheMarketingblog has no hesitation in recommending MAW Associates Ltd.

This e-book also includes links to additional handy checklists you can use right now to increase the effectiveness of your website. It includes reminders about the not-so-little extras that transform your website from a good tool into a robust inbound marketing machine that attracts your prospects and supports and enhances your overall marketing so your company and career can grow and thrive.

Read this e-book now, and you’ll be one step closer to transforming your website into the beautifully powerful marketing asset you need to build your business.


Graphic by Shutterstock

Events : Data and the rise of a ‘cashless’ mobile economy: 5 game-changing implications for brands and business ... Richard Harris, Paddy Power

Data and the rise of a ‘cashless’ mobile economy: 5 game-changing implications for brands and business

Richard Harris - Head of Online Marketing and Customer Intelligence, Paddy Power / 11:25 - 11:45

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Top U.K. Airlines Based on Social Media Performance and Word of Mouth Conversations

Engagement Labs Announces Rankings of the Top U.K. Airlines Based on Social Media Performance and Word of Mouth Conversations
Technology and data company Engagement Labs, creator of the eValue™ score, released its data rankings on the top airlines serving the UK, on both social media and through offline word of mouth (WOM) conversations.

The data consists of Engagement Labs' proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of word of mouth conversations from the Keller Fay Group, an Engagement Labs company.

Jeep first to use new “Edge” mobile ad format - InSkin Media

Format promotes positive user experience and addresses ad blocking

First campaign achieves 95% viewability rate and 43 second average in-view time

Jeep is the first advertiser to take advantage of a new ad format, developed specifically for smartphones, to overcome the challenges of engaging mobile web audiences, overcoming ad blocking and monetising mobile web content. 

http://www.inskinmedia.com/

[eBook] How to reduce the B2B software sales cycle with inbound marketing

reduce software sales cycle

Selling and closing enterprise software sales takes time, and with sales cycle lengths on the increase, understanding how to shorten the time it takes to close has never been more important.

Download this eBook to..

  • Understand how to map content to the buyers journey and reduce the sales cycle length
  • Learn how building Buyer Personas can shorten the software sales cycle
  • Understand how Automated Lead Nurturing impacts the length of your software sales cycle

[Case Study] ... Cold calling is dead……. Long live hot calling

  Colin McKellar, Director at Every Cloud Digital writes

As many of my contacts will know, I launched Every Cloud Digital around 6 months ago and I am more than happy to admit, I was scared. All of my working life I have been employed and the thought of no regular salary filled me with trepidation. 

I’ve been in sales for over 20 years and have done my fair share of cold calling from newspapers and Yellow Pages (remember them!). I will never forget the feeling of despondency if you had the temerity to tell your sales manager that you had no leads only to see a huge phone book being thrown in your direction, it’s pages already well thumbed.

[Watch] ....What sends shivers down the spine of football players and fans alike? - "Hotcow Special Article"

The Champions League anthem has become one of football’s most iconic pieces of music. It sends shivers down the spine of players and fans alike, before Europe’s finest do battle.

To celebrate its official partnership with the UEFA Champions League, Walkers Crisps recently unleashed a ‘Choir of Champions’ on the streets of three European cities, to get fans #GameReady for the defining stages of the competition.

In a very clever and feel-good guerrilla marketing stunt, a series of impromptu renditions of the classic tune were performed on buses, streets, and city squares, by the Choir of Champions – who were out in full force in Madrid, Munich and London.

Multi-city stunts

Walkers’ long-standing brand ambassador, Gary Lineker, was involved in the guerrilla campaign. To kick-start the day, the football pundit took to the London skies in a fully kitted out helicopter, which blasted out the tune to commuters below.

The helicopter landed at London’s O2 Arena, where Londoners were also given a live rendition on the ground.

In addition, commuters on a London bus were shocked when members of the choir began to sing a live operatic version of the anthem, while swinging scarves – much to the delight of the driver.

In Munich, a human statue street performer – covered from head to toe in silver paint, played the role of conductor as he led a choir in a flash mob rendition of the theme tune, in Munich’s busy Marienplatz square.

And in Madrid, a classic Spanish kiosk was secretly transformed to surprise customers as they approached. It blasted out the unmistakable anthem whilst showering them with ticker tape and glitter.

Of course, the funny sequence of events, and the reactions of those caught off guard were captured on hidden cameras, CCTV and mobile phones in each city. You can check out an edited version here.

Guerrilla greatness

The stunt was used to create a positive buzz around the Champions League, by creating spontaneous moments of fun across the streets of Europe.

This campaign had a real feel-good feeling about it – the joy of the music and surprise made people happy. This is significant, because, happiness makes us want to share. And this extends to social media sharing – the above video has been viewed 864,056 times in 6 days on YouTube.

Don’t underestimate the power of happiness!

Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact Sally Durcan on 0207 5030442 or email us on info@hotcow.co.uk.

Martijn Scheijbeler at Conversion World 2016 ... Catch Martijn’s session and use the discount code CROmarketingblog to save up to 40%

Following on from Bas van den Beld in the interview series leading up to Conversion World 2016 is Martijn Scheijbeler. 

Martijn is the Director of Marketing at The Next Web and will be presenting his session on the topic “So you setup your a/b testing program now what?” on day 2 of Conversion World on the 19th April during session 1.

Conversion World is an online conference that anyone in the world can attend, they have 3 full days of sessions with 35 world class speakers streamed straight to you. 

If you want to attend you can use the discount code CROmarketingblog  to save up to 40% through a special reader discount we have organised with the conference organisers.

Conversion World has 2 ticket options you can purchase, Livestream only or Livestream + download of session videos. 

Article via   David Iwanow's Blog – Lost Press

How can charities understand the effects of ageing to encourage legacy giving? .. Future Thinking

In our annual study alongside Seniosphère Conseil, an international specialist in strategy and marketing to the Baby Boomer generation, we spend time understanding the expectations and priorities of the 50 to 70 year old generation.

In recent years this market has become increasingly valuable to brands, due to high levels of disposable income. They are also tech-savvy; a generation raised on consumption, marketing, brands and innovation.

How can charities understand the effects of ageing and the evolving needs of the Baby Boomer generation to encourage legacy giving?

Things are getting tough! 

As with everything, consumers are bombarded with charity messages. We are constantly being asked to donate money to a good cause, sponsor a friend or take part in an event.  We are bombarded via social media and in the street.

It’s therefore getting harder for campaigns to cut through and make a lasting impression with their legacy communications.  

Charities must cut through the clutter and engage supporters so they become longer term loyalists who will consider leaving a legacy.

Sensible targeting

Last year’s criticism of fundraising practices has led to a public backlash, where there is a consensus for tighter regulation of charity fundraising.

The golden rule for all legacy campaigns is that any engagement should inspire, create empathy and crucially a sense of trust so audiences are not pressurised into giving.

Be open and honest

Supporters want to know exactly how their gift will make a difference. Remember, Baby Boomers have time on their hands, so will spend time making a considered and informed decision about which charity to support.

Many charities have a dedicated legacy page on their website, but maybe there is a need for stronger clarification on the process of leaving a gift. 

Baby Boomers will have more time than most and the inclination to investigate your brand thoroughly before making a decision.

Create talkability

The ALS/Motor Neurone Ice Bucket Challenge highlighted how effective social media and PR can be for charities. As with any campaign, driving talkability and sharing is key and it is the fun aspect that generates this, rather than the cause.

Charities need to think of ways to tailor campaigns to make them relevant to the Baby Boomers. Remember, this audience is digital-savvy so they will share the experience to help drive awareness.

Bring stories to life

As seen with Cancer Research’s latest campaign, bringing patients’ stories to life helps to create a personal level of engagement.

Generating empathy in the same way with legacy communications will deliver greater awareness to your brand and willingness to act. What tangible difference will their gift make to your cause in the future?

Understand your supporter base

Different people have different reasons for leaving a gift in their Will. It may be purely the closeness to the cause or knowing someone who has left a legacy.

Tapping into these deep-rooted motivations will strengthen your legacy marketing.

Where there’s a Will there’s a way

2014 figures from nfpSynergy show that 17% of the public claim to have left a gift and legacy income is currently estimated to be worth more than £2 billion a year. There is undoubtedly a correlation between building awareness through campaigns with solicitors and will-writers and engagement.

Baby Boomers are likely to have more than one visit to their solicitors to amend their Wills, so don’t forget their power of influence.

 

John Whittaker, head of marketing at Future Thinking

Graphics by Shutterstock

First published on www.rememberacharity.org.uk