We 5/3 - Beer For A Good Cause | B2B Targeted Gifting | Affiliate Influencers | Ads Served By Song

It's Wednesday, May 3 2023. Let's nerd out.

The ad nerds podcast delivers that industry news every weekday. We are the go to source for people who spend money on advertising, covering Big brands, small businesses, and of course the latest marketing trends. It's me Spanky Moskowitz, the show's host, and a nearly 40 year bet of the ad industry. I've created campaigns for Budweiser m&ms. Frito Lay the NFL NBA, I've created over 100,000 ads generating hundreds of billions in client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news. The ad nerds podcast is the perfect place to start.

Pet Insurance Company fetch is branching out into a new business venture beer and they're doing it for a great cause. To help fund project St. Vet a nonprofit veterinary group fetches teaming up with torchon crown Brewing Company to launch fetch Pale Ale. Part of the proceeds from the sale of the beer will go towards project street vet, which provides free exams, vaccines, flea medicine supplies, and more to pet owners who are experiencing homelessness and housing vulnerability. So if you're a fan of pets, and beer, you can now enjoy them both while supporting a great cause.

Corporate gifts we all know can help businesses break through digital distractions and make a lasting impression on potential clients. But they've got to be more than just the pointless crap that winds up getting tossed in the trash. Right? How many times have you gotten something you want? Oh, this is cute garbage. According to a recent survey by Forrester Consulting and direct mail marketing firm PFL 81% of b2b marketing leaders say they're very likely to open a package that arrives for them at work, making direct mail a valuable part of the gifting process. However, marketers are now using technology to give their corporate gifts more personalization, and using data to weed out the bad swag. For instance, send Dosso a b2b gift sending platform helps businesses personalize and track their gifts. And it uses intent data signals on their website to send gifts to users who meet certain requirements. Send Dosso has paired clients including Comcast NASDAQ VMware survey monkey with gifts like whiskey take tasting classes, Southern California cookies, New Jersey sandwiches and French macaroons. I don't know if I said that right frosh macaroons. Anyway, companies that use intent data signals on their websites can have some Dosso send gifts to users by meeting those requirements. And despite the costly investment, the gifts have been really effective in winning over potential clients. And in client retention.

If you are a small business owner using local influencers, you definitely want to pay attention to my next story. More and more brands are moving to sales based payment structures with their influencers as a response to economic uncertainty. What does that mean? influencers are getting paid a little upfront fee to create their content, but the sales revenue is no longer measured by followers and likes and comments and shares, right? Because that's bad. Those are vanity metrics. They're now tracking them with affiliate links. That's right affiliate marketing has come to influencer marketing. The links enable influencers to earn a percentage of the conversion they drive through the links and allow brands to better track the metrics with some tangible, impactful numbers like sales. So brands have already embraced this. Now it's time for small business owners to embrace this, the affiliate affiliate marketing industry is projected to grow to a whopping $14.3 billion globally this year. Now, there already are affiliate centric platforms like navely and LTK and may have seen an uptick in demand with affiliate programs becoming bigger and bigger with influencer marketing.

Now, small business owners pay close attention to this next step because this one matters to you. Especially when it comes to nano and micro influencers who can convert 45 to 50% more than micro or mega influence macro or mega mega influencers? Try to say that again. Let me say that one more time, micro and nano influencers can convert 45 to 50% more than mega or macro influencers. That's enormous. And that means your business has a lot more potential than you even think at the current moment. The prevalence of affiliate links on tick TOC has shifted creators perspective of affiliate marketing which is no longer considered that lucky. Now, it'll be interesting to see how other platforms adapt to this because we know that one platform meta in particular doesn't allow affiliate marketing and links so this is kind of going to be a gray area for us to watch over the next few months. As this becomes more and more dominant in the influencer industry. By the way, the Commission's earned from sales comprise 45% of creators total income. And with both brands and social platforms like Tiktok and YouTube increasingly honing in on affiliate programs and commission based models, they are primed to play an increasing role in the influencer marketing landscape moving forward. Again, you small business owners working with micros, you need to look for this measurable data and payouts it's better and it's a far more sustainable model.

Coming up dove tackles a cultural pressure issue for young women and I'm telling you it is a must listen. Global personal care brand dove has released a new campaign designed to tackle the issue of anorexia. The brand's latest project focuses on the pervasive social problems by challenging challenging societal norms surrounding beauty standards. As part of the campaign, dove has launched a three part video series that features a group of young women discussing their experiences with anorexia. I've got to tell you, I was going to play the video and some of the audio from this on today's podcast. But I can't speak after watching them I literally get so choked up because I have two teenage daughters who are constantly comparing themselves to the beauty that's impossible to obtain on social media, literally their filtered lives. The video aims to address the cultural pressures that lead to unhealthy body image and eating disorders. And the campaign comes at a time when many individuals particularly young people are grappling with issues related to body image and self esteem. Dove is hoping to make a positive impact by creating a dialogue around these issues and offering support to those who might be struggling with anorexia. The company has also pledged to make a significant donation to BT to help fund research and raise awareness around the issue of anorexia. They campaign has been well received by both consumers and industry pros, with many applauding dove for taking such a hard stand on such an important issue. In an industry that's been criticized for perpetuating unrealistic beauty standards, doves campaign is definitely refreshing and a much needed effort to promote more inclusive, healthy approach to body image by using his platform to address social issues and promote positive change. Dove is setting a powerful example for other brands to follow.

Now, your local small business your online business can absolutely actively take a stand for things you're passionate about. But just be certain they're inclusive and not divisive. No one cares about your politics. They care about your compassion, and your empathy

As a restaurant owner, you want to connect with your customers where they are and that is most likely on their smartphones. The team at evoke has some great info on the do's and don'ts of mobile marketing. You can download it from our show notes today by the way, in today's digital age, restaurants can build loyal customer bases through mobile marketing tactics. You can turn first time customers into regulars by creating engaging campaigns that include loyalty programs you Email marketing content marketing reviews and ratings, and of course influencer marketing, which we just spoke about. One effective way to keep customers coming back is by running promotions and offering special perks to your loyal customers, you can implement something as simple as automated text messages that send a subscribe list of customers. A recent study showed that 82% of participants opened every text message, making this a useful tool to connect with your target audience. You can also encourage repeat visits by creating a point system that rewards customers with discounts or freebies when they hit certain milestones. One of my favorite restaurants recently did this. And it's kind of fun, because I've gamified going in there to get to that next reward to get to that next level. And so it's a fun way to engage with your clients. Social media marketing is another effective way of course, to reach your customers with what 305 million users nationwide. Social media is definitely a powerful tool to market in the restaurant industries.

And then of course, you can reach out to local micro influencers who have special interests in local food spots, and are always looking for something new. Right, you can invite them to try new menu items or a special deal in exchange for getting them to review your your restaurant online. You know, using your loyalty program and platforms and social media to encourage your already engaged customers is a no brainer. But it's important to respond quickly to all reviews positive and negative. I've seen too often, business owners just let those reviews wither. And if you let them whether they're literally going to think you don't care about what people say good or bad. So make sure you engage with your customers at all times. Good, bad or indifferent.

Coming up, AI is gonna pick your songs. But the songs, pick your ads. What how is that even possible? I'll tell you about it next.

Treble music has launched a new product called treble AI. It's a free ad supported service that allows users to download music and play it offline. Although most most music services prioritize subscriptions over advertising, only around 10% of the global population can actually afford to pay for music subsidy subscriptions. Treble music positions itself as an alternative to streaming services like Spotify, Apple Music and YouTube and targets the other 90% of the market. Treble AI is a chat GPT powered product that instantly generates personalized playlists in response to natural language queries. For example, you could say marathon training playlist or background music for working or 25th birthday party playlist in Spanish and treble AI will generate a playlist just for you. It's available in English, Spanish, Spanish, Portuguese, Italian and Indonesian. The personalization capabilities within treble AI are impressive. Advertisers can target users in the moment based on their intent. For instance, treble observe that test users of the treble AI app in Mexico were asking for kinson Yetta songs. And that request is also a signal that advertisers can tap into to target those listeners with ads for cakes, dresses, and other supplies for the party. The same goes for wedding playlists and other occasions from a beach party date night to running and cycling playlist aficionados they literally could get shoe equipment, clothing, ads and personal trainer at even questions with less obvious answers can be valuable to advertisers alike. What is God? Which is a real question that has been asked of treble AI as a basis for generating a playlist? That's relevant information for a company that sells meditation services, spiritual products or counseling services. In addition to treble AI, the majority of treble music's product pipeline is related to AI based personalization and AI enabled advertising products. The company which currently has about 65 employees is hiring in technical areas product management and content curation as it invests heavily in AI. Hey, if you like the ad nerds podcast, please subscribe on Apple Spotify or wherever you listen and remember to give us a five star rating and a great review. I'd appreciate it.

That's the ad nerds podcast for today Wednesday May 3 2023. Spanky out thanks for listening and have a great Hump Day.

Attributions:
Links:

https://www.adweek.com/brand-marketing/brew-dog-why-fetch-pet-insurance-is-getting-into-the-beer-business/
https://www.adweek.com/commerce/b-to-b-marketers-find-corporate-gifting-wildly-successful-when-infused-with-data/
https://adage.com/article/digital-marketing-ad-tech-news/influencer-marketing-using-affiliate-marketing-tactics/2491881
https://www.dove.com/us/en/dove-self-esteem-project.html
https://evokad.com/mobile-marketing-restaurants-2023/
https://evokad.com/wp-content/uploads/2023/05/23-EVOK-0089-EMKT-April-2023-Mobile-Marketing-1.png
https://www.adexchanger.com/audio/trebel-ai-is-using-ai-generated-playlists-as-a-targeting-signal/