The narrative goes like this: If you want to connect with your customers, you need to tell stories that capture hearts, not just wallets. But here is the truth. Storytelling is not the right investment for every brand. Done well, it can be powerful. Done without the right context, it can become a costly detour. Story takes time, patience and consistency.
While placements in off-premise chains such as Walmart, Kroger, HEB, 7-Eleven and others are analogous to home runs, getting a tap handle is a solid base hit on the way to scoring, and brewers shouldn't lose sight of those singles. Jones also discusses why he believes craft beer's funk is potentially ending, why the ethanol pie was cut too many ways, how beer is competing for dayparts and why beer needs to bring fun and socializing back.
At this morning's IPA Effectiveness Conference, WPP's Jane Christian dropped the most important digital marketing finding in the past decade: creators are digital's first true brand-building channel. Not via the usual they're authentic guff we've been fed for years. But in hard econometric terms that should make any CFO weak at the knees. We finally know how to use creators Analysis led by the IPA has combined 220 econometric studies across 133m of creator spend, covering 28 markets, 36 categories, and 144 brands.
Now that sketch did have a glaring omission: audio. Time to take another look and add audio into the mix. Audio is one of the most overlooked channels in data-driven marketing. Sure, it has measurement issues and can't compete with the last-click attribution "goalhangers", taking all the glory and reward for handy conversion tap-in (Google, Meta, Amazon et al). But that will be fixed, as we build AI powered attribution.
To stand out as an online fitness influencer, creating a standalone website is crucial. This site should clearly present your area of expertise, educational qualifications, and include features like paid subscriptions and a portfolio of your work. Incorporating feedback from followers can also positively influence your brand's reputation.
Engaging in authentic thought leadership without promoting one's services or products gives B2B leaders the perfect opportunity to prove they're not just participants in the industry—they're shaping it.
