LSB Marketing Toddcast LSB Marketing Toddcast

Episode 4 of the LSB Marketing Toddcast takes a slightly different direction than the previous episodes. Instead of our usual “how-to” discussion, Todd LaBeau sits down with Boone Sesvold, head of LSB’s technology interactive division, and does what they do best—create cool ideas for using technology to help brands engage with their customers.

The axis of offline and online user engagement is undeniably the sweet-spot for all marketers. This unfiltered discussion is how LSB approaches these marketing challenges to provide user value through technology.

The LSB Marketing Toddcast: VR for Marketing Nerds

VR: Todd + Sherry

On this episode we’re exploring virtual reality, also known as VR, with our agency marketing manager, Sherry Shaffer.

Sherry works with a startup VR content company in her spare time. Today, she chats with Todd about VR and VR for marketing, what it’s about and how brands can meaningfully integrate the technology into their campaigns.

What you’ll find in the episode...

What is VR?

As opposed to augmented reality—think Pokémon Go—where you can see and hear your surroundings, VR is a deprivation and replacement of senses.

VR tricks your brain into believing that you’re in the midst of whatever the creators constructed for you, whether that be under the sea or up in space.

So is this the thing with the goggles?

Yes. To experience VR, users wear a headset and headphones to eliminate peripheral vision and outside sound. The headset and headphones replace the removed senses with a virtual experience.

Who is VR meant for?

VR is for everyone, even those of us who aren’t gamers. VR controls are simple and there’s no need for fine motor skills or serious hand eye coordination.

Entertainment, Exploration, Education

VR promotes entertainment, exploration and education by allowing users to embody what they could not otherwise. Whether it be dancing at a concert or observing the surface of Mars, VR creates opportunities for users to relax, increase global awareness and learn.

How does VR matter for a brand?

It’s difficult to prove the value of VR for marketing without demonstration, but luckily rapid innovation allows VR to be more accessible than ever before.

VR enables users to participate and create instant emotional connections, which are powerful persuasive tools.

3 things to know about VR

1. Get ready. You’re going to want more and it’s an expense that you hope pays off – it does.
2. Upgrade. There are always better systems out there so you will want to upgrade.
3. It’s personal. Not every experience is going to be for you. Understand and know what you can handle so you don’t push yourself too far (i.e. If you’re prone to motion sickness, you may not enjoy the giant rollercoaster).

What’s next?

It’s difficult to predict exactly where VR and VR for marketing is headed because the technology is evolving so quickly. The challenge for brands will be deciding how they will use this dynamic tool to create memorable content in the marketplace.

Buckle up and get ready for the latest episode of the LSB Marketing Toddcast hosted by Todd LaBeau! Our guest this time is Amy Rohn, SVP and Director of Public Relations here at LSB. She and Todd will dig into the best—and worst—of influencer marketing.

What you’ll find in the episode

Influencer Marketing—The Basics
Influencer marketing isn't new. People who work in PR have been borrowing equity from influencers and celebrities since the dawn of PR. All you’re doing is borrowing the equity, popularity and influence of someone to get your message out.

Why Does Influencer Marketing Matter?
When you’re trying to influence a certain target audience, it’s not always best for that message to come from a marketer. Maybe your audience will consider a product endorsed by their favorite athlete. Influencer marketing is part of a modern campaign, but it doesn’t stand alone.

The Range of Influencer Marketing
Influencer marketing can run the gamut from huge, expensive campaigns, to smaller, more affordable activities. At the top are celebrity influencer campaigns. On a smaller scale, an influencer campaign could be a collaboration with a blogger who has the right audience for your brand. The fact is, the topic and audience matters a great deal. The most important question is this: Are you reaching the right people?

Paid Influencers vs. Non-Paid Influencers
While paid is increasingly the name of the game, even for bloggers, not every single influencer expects a check in order to work with your brand. Some work in exchange for product or promotion from your brand—they may simply want to be associated with your brand.

Amplification is Key
The amplification component of a campaign is critical to success, and that’s why marketers must include amplification into budgets. The influencer will create content and then amplify that content on their own social channels. But there’s also a critical next step that marketers sometimes miss: The brand must also support that content through their own social and paid channels.

What are the Ways to do Influencer Campaigns Wrong?
The number one way to do influencer campaigns wrong is gratuitous use of celebrities. If they don’t fit your brand, it’s clear, and they won’t care.

So, what about measurement?
Like any marketing initiative, you have to start with setting strong objectives and goals, and understanding where the influencer campaign fits in with your big picture marketing plan. But because influencer marketing is digital, there’s opportunity for real-time correction. Constant measurement is key.

On Not Controlling the Message
Traditionally, marketers want to control the whole message. That doesn’t work with influencer marketing. You want an influencer who will work with you and understand your goals, but put their own spin on the content. If they just parrot what you say, their following may not be as authentically engaged.

Be Prepared for Anything
It’s also a good idea to prepare for a variety of outcomes. Think through what could happen, and be sure you’re ready for the most likely—or even less likely—ways your campaign could pan out.

What if it goes big like the ice bucket challenge? Are we prepared to parlay big success into even more?
At LSB, we did a video about a man in Alabama who runs a nonprofit mowing the lawns of single mothers, disabled people and elderly folks. He had his own social presence, he started promoting the video, then earned media picked it up, free media picked it up … and 83 million impressions later, it was more than clear we had a hit on our hands. We were ready to capitalize, but that’s not always the case. Many companies don’t plan well, then a campaign catches them flat-footed.

Grab your headphones—and maybe a beer. Prefer wine? We can do that, too.

We're happy to introduce the first episode of a new podcast, which we're calling the LSB Marketing Toddcast, hosted by our very own Todd LaBeau.

For the first Toddcast, Todd's guest is Lindsay Ferris, SVP and Chief Marketing Strategist here at LSB.

What you'll find in the episode

The notion of ad formats is dying.

Sure, you may see some :30 TV commercials, print ads, or banner ads. But they're not driving what we do anymore. In the past, a a client would come to an agency with a specific need: We need a TV spot. It will have a beginning, middle and end and a clear call-to-action.

Now? There's an explosion of channels. Apps, branded content, social media content ... there are so many ways to consume media and content, those old formats are hardly relevant.

What will happen if the advertising industry doesn't change? Well, just look at the music industry for a tip.

So what are some of the ways things are different?

Co-creation of content

Start by thinking about what American Express did with Seth Meyers. Consider Stephen Colbert's brand integrations. Because while traditional formats may be disappearing, brands still need to market themselves. But they need to find new ways of doing so.

Paid, earned and owned media

Traditional campaigns relied heavily on paid media—they were often almost 100 percent reliant on paid media. Your classic paid advertising placements.

Modern campaigns, however, use earned and owned media aggressively, as well. What's earned media? It includes traditional PR, as well as more organic impressions that appear on channels you don't control, including social media. Owned media are the channels a brand controls—websites, apps or blogs.

The critical mass comes when brands use these three media types symbiotically.

The idea. AKA Story-doing, not story-telling.

What really drives a modern campaign is an idea. Not a tagline.

An idea like: What if you could stay the night inside a Van Gogh painting? That's an idea. It's not just a story you tell, it's a story you do.

Modern campaigns essentially should be story-boarded.

What's your social object?
What kind of media coverage (earned media) can you garner about said object? Don't forget trade media.
How can you use paid support to drive more traffic to your earned media hits?
What's next—can you leverage your owned channels to support the campaign?
Yes, this can be scary.

There's freedom in modern campaigns. But freedom can also be terrifying. The important thing to remember is that these ideas don't need to cost millions of dollars.