Daily Archives: March 2, 2017

How Brands Are Now Marketing With Snapchat Spectacles

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How 4 Leading Brands Are Using Snapchat Spectacles

When Snapchat first released Snapchat Spectacles via mysterious bright yellow vending machines called “Snapbots” across the country last November, it seemed that Snapchat seemed to be on to some kind of early hardware hit. Long lines and sellouts meant that Spectacles were just short of “coveted.”

That’s not necessarily the case now that they’re available online for $130, but they’re definitely still making a splash in the content game. Not keen to be left out of a new phase of social content, brands began jumping on the Spectacles wagon immediately.

How Snapchat Spectacles Is Shaping How We Create & View Content

As with any new product or feature, there’s something of a learning curve with Spectacles — some things work better than others. There are certain events and experiences that lend themselves more naturally to Spectacles. Snapchat users caught on quickly, figuring out that the best way to use Spectacles was to be doing something interesting and to take Spectacles along for the ride to give viewers a firsthand view.

The totally unique thing about Spectacles is that they give us what was previously something of an “impossible perspective” within Snapchat — short of mounting our phones to our heads, there was no way to get the perspective we’re given access to with spectacles through Snapchat. In fact, the closest equivalent to Spectacles (aside from the obvious comparisons to Google Glass) is a helmet-mounted GoPro camera and, while wildly popular, they’re not quite as inconspicuous, inexpensive, or simple to use as Spectacles.

Related Post: A Marketer’s Guide To Using Snapchat Spectacles 

But some of the best use cases for Snapchat Spectacles are those for which GoPro was created — experiences. GoPros are used for everything from wide-angle views of gorgeous scenery to extreme mountain biking jaunts along treacherous paths. Spectacles are still in their infancy, but given the perspective and the ease of sharing, it’s not hard to imagine them blossoming into a must-have for everyday adventurers.

It’s not just extreme adventures, though. Experiences that feel compelling from a first person perspective — think being in a special place, around certain people, or doing something specific — are all ripe for Spectacles coverage. For the most part, outdoor videos that focus on some kind of activity and include a grounded perspective (and sometimes even the wearer’s hands) do best. Think skateboarding, hiking, playing basketball, driving, etc.

Related Post: How To Advertise On Snapchat [Infographic]

Examples Of Snapchat Spectacles Brand Marketing Campaigns

So how does that translate to advertising? Let’s take a look at how a few brands are already using Spectacles and see what that means for use cases and best practices.

Esquire Network’s Motorcycle Ride Through Venice Beach

Esquire’s approach was more experiential, and it was dead simple. Basically, Esquire took viewers on a ride.

In its foray into Snapchat Spectacles territory, it recorded and shared a first person experience on a motorcycle. It wasn’t complicated or particularly newsworthy — just a motorcycle ride through the streets of Venice Beach to promote Esquire Network’s show “Wrench Against the Machine.” What made it stand out was the first person element:

The fundamental draw behind VR and GoPros and Spectacles is the feeling of being there, of presence. Spectacles put us on that motorcycle and took us for a ride, making us feel like we were there. That’s a powerful feeling, and one that’s going to get people to tune and in and engage. That said, it’s worth noting that Esquire’s video may have been a bit more effective if it had been a bit more personal. The experience was compelling, but putting a strong personality behind it might have boosted its overall impact.

Sour Patch Kids Gets Cooking

The way in which Sour Patch Kids used Spectacles is a prime example of the role of our hands in first person experiences. This is a well-known phenomenon in VR — seeing our hands within a VR experience grounds us and gives us a presence. And even though the hands in the Sour Patch Kids Spectacles Snaps aren’t ours, they ground us in the experience, giving us a sense of our bodies in this space as we navigate the experience.

Sour Patch Kids used Spectacles in a baking demonstration. It was straightforward, not necessarily anything complicated or adventurous, but it gets at the heart of the presence that makes Spectacles so unique. The perspective provided by Spectacles and the presence of the wearers hands gives viewers not just a singular viewpoint, but a role in what’s happening. In that sense, we’re not just watching what’s happening, we’re a part of it.

Baking a batch of cookies may not seem terribly exciting, but it’s proof of concept. Spectacles have the power to be seismic and transformative in the way that we approach and capture content, and using hands to give viewers a role in what’s happening is crucial.

L’Oréal Paris At The Golden Globes

Cosmetics company L’Oréal Paris used Spectacles backstage at the Golden Globes, giving viewers a firsthand account of the goings-on at the event. Though L’Oréal certainly could’ve just used phones to take photos and videos through Snapchat, Spectacles added something special to the mix by altering perspective. Because Spectacles record circular video that captures more in every direction than the camera on the front of your iPhone can, it gave viewers a sense of presence.

Also key was the event itself. What users are capturing matters. For obvious reasons, Snaps of a major event like the Golden Globes are more compelling than Snaps of, say, someone’s morning routine (at least, in most cases). Whatever’s being recorded through Snapchat Spectacles should be notable and compelling, because if it’s not, unique perspective and the novelty of new hardware won’t get people to tune in.

American Eagle Outfitters In Hong Kong

American Eagle took a slightly different approach, putting Spectacles into the hands of influencers in Hong Kong. There was no major event like the Golden Globes. Instead, American Eagle had influencers record aspects of their lives as part of their #WeAllCan campaign. In some ways, this stands in stark opposition to the point made by L’Oréal’s use of Spectacles, but it’s worth noting that influencers have a particular draw when it comes to broadcasting things that might otherwise be considered a non-event.

When it comes to influencers, lifestyle is a big part of many of their personal brands. Many of their fans and subscribers want to know what they’re doing in the day-to-day aspects of their lives and are willing to tune in when something new and exciting is happening to them on a personal level. American Eagle tapped that personal aspect and using Snapchat Spectacles made it even more personal because of the unique perspective they lend.

Related Post: What Is Influencer Marketing? 

The Future Of Brands Using Snapchat Spectacles?

Though Spectacles were notoriously difficult to get ahold of following their initial release in November, they’ve since rolled out wide and available for purchase online for $129.99. They’re designed to be simple so that anyone who’s interested in creating content with Spectacles can do it with few or no barriers to entry. Spectacles have a single button for syncing and recording, and Snapchat takes care of all of the heavy lifting for you.

The most difficult thing about using Snapchat Spectacles is figuring how to use them well: Deciding whether or not something’s a good fit for Spectacles, finding the right way to approach recording, and finding the best angle for capturing the experience. For the most part, though, understanding that compelling moments and the role of presence in the experience are central to creating Spectacles experiences helped these brands succeed early in the Spectacles game.

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The post How Brands Are Now Marketing With Snapchat Spectacles appeared first on Mediakix | Influencer Marketing Agency.

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The New Customer Service Trend that’s Shaking Up the Marketing Industry (In a Good Way!)

When it comes to customer service trends, most marketers and customer support teams groan and shake their head. Here’s another glimpse into supposedly “what customers want” that’s supposed to make them beat a path to our doors.

Except it rarely works out that way – and customer service suffers as a result of it.

But now, a new trend is catching on that could change all of that. And calling it a trend is really doing a disservice to the notion at all. What it should be called is “the way service should always have been done”.

It’s called customer-first marketing – and it’s changing everything you think you know about how your prospects think, act and react. Let’s take a closer look:

What is Customer-First Marketing?

First, let me ask you a question – as a marketer, how would you describe customer-first marketing if you weren’t sure what it was?

Many will say, “well, we need to build a marketing and sales strategy around convincing users to try our product or service and become customers. Once they’re in the funnel, we advertise to them based on where they are in the buying stage and hope to grow repeat business.”

This is a solid marketing strategy, but it’s not customer-first marketing. When you start with “We need to build…” you’re already discounting the customer and their needs. If anything, they’re more of an after-thought – a mindless object that only comes into play once the funnels are built and the strategies executed.

Let’s take a look at another example. Let’s say a client wants to meet with you to explore your solution further. Your sales people march in like an army under strict orders and pressures to sell. After all, they’ve got quotas to meet!

Customer-first marketing turns both of these examples on their heads. It involves a lot of discussion and back-and-forth with the customer to discover a solution that truly works for both parties. It’s a method where sales are the secondary focus.

Now, don’t panic.

Because although you’re conducting a lot of research and having a lot of discussion and making a lot of choices and getting feedback, all of this may seem like a huge lead weight on the actual marketing process, but in fact with customer-first marketing, it’s the most crucial piece.

What is the Difference Between Customer-Centric Marketing and Customer-First Marketing?

Now, you may hear the phrase “customer-first marketing” and think it’s just another spin on the often-cited “customer-centric marketing” strategy. But here is the main difference:

Customer-centric marketing aims strategies AT the customer. You are looking at the customer as an end-goal. Customer-first marketing revolves AROUND the customer. You are making them an integral part of your marketing, research and development.

In December of 2016, MarketingSherpa released a comprehensive study detailing what measures contributed the most to customer satisfaction. Customer satisfaction is one of the highest notches to strive for on the customer-first marketing barometer, and these insights demonstrate a very revealing path toward the end goal.

The Big Question: What Do Satisfied Customers Feel versus Unsatisfied Customers?


According to the study, over half of satisfied customers reported having a “good experience” with the company. But what constitutes a good experience? Namely, it makes the customer feel like they are important to, and have a relationship with the company. Perhaps most insightful was answer number 9 on the list: “It puts my needs above their own business goals”.

Contrast that with the number one reason for unsatisfied customers (with over a third of the responses) and you get “The company does not put my needs and wants above their own business goals.”

If you want to see just how vital this idea is to separating the satisfied from the unsatisfied customers, take a closer look at this question:


But simply putting one’s customers ahead of one’s business goals does much more than let businesses give themselves a pat on the back. When customers are genuinely satisfied and feel like their needs are being met, they’ll not only continue to purchase from the company, but also highly recommend it to others, as noted in the chart below:


Making the Shift to Customer-First

So if you get to enjoy all of these benefits when putting a customer-first plan into action, why aren’t more companies doing it? According to Jamie Beckland, VP of Product and Marketing at Janrain, the answer is simple:

“So if it’s generally agreed upon that customer-first marketing is essential to survival, let alone growth, why do companies struggle with it so much? Marketing benchmarks are difficult for many executives to reset. It’s difficult to justify not sending fewer, more targeted emails, and risk programs not delivering against quarterly targets. Unfortunately, the long-term damage caused by this approach is likely to outweigh any short-term gains. Once you forgo tailoring an experience to the customer, you can expect them to cut off communication, or worse, take their money somewhere else.”

So what are some things you can do to help promote more customer-first moments, to gradually but solidly show progress in moving to this new kind of thinking? Here are a few ideas:

Walk Them Through the Process

There’s nothing quite so overwhelming as signing up for a new product or service, only to have a handful of emails (or one really long email) dumped in your lap on how to use it. Instead, take the time to walk them through the process. Offer a free getting started webinar, or let them schedule a date/time to learn the basics of how to use your product or service. Check in with them often to see how they’re progressing and what questions they may have.

Highlight Their Achievements

Have your customers done something awesome with your product or service? Why not work with them to share it with the world! Or simply highlight something about your customers – recognition makes everyone feel great about him or herself.

Some companies even go so far as to hand-write notes to their customers, thanking them for their feedback and providing them with a little something – a t-shirt, a gift card or some other token of appreciation that says “I value what you have to say – and here is something to thank you for taking the time to tell me about it.”

Be Proactive

Not just about support and resolving their issue, but about keeping them up-to-date with news, changes and other things they’d find relevant. Let them reach out to you through multiple, fully-staffed channels using whatever method is most convenient to them. Customer-first marketing involves a great deal of feedback and discussion. Take the time to get to know your customers and work with them, rather than giving them a number and a ticket and hoping for the best.

As you can see, when it comes to putting the customer first in your marketing, it’s surprisingly not that difficult. The hardest part will be to justify the returns in the long run. But not matter how you choose to do it, making the customer your priority, and living up to that statement in everything your company does, will pay off not just in terms of revenues, but happier employees, more loyal customers, and higher recommendations.

And that’s something every business can agree on!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today!

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Beacon Roofing Supply to Participate in the Raymond James 38th Annual Institutional Investors Conference

Beacon Roofing Supply to Participate in the Raymond James 38th Annual Institutional Investors Conference

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