Marketing Must Reads 3

Happy Tuesday Marketing Must Readers!

I hope you have had a good week since the last MMR. This week I am shining a spotlight on the disconnect and misunderstanding of the "influencer space" where it is actually influencers, creators, reality stars and key opinion leaders not just one bucket of "influence".

The theme of this week in the Marketing Must Reads newsletter is: knowing and delivering for your actual audience. Be mindful of the latest headlines and changes to the perception that articles from the industry and the mainstream press have and ensure you know how to entice and influence your actual customers for the next 12-18 months. 

Smart? Tesco's Fear-Based Marketing 💷: Tesco has started a new campaign that coincides with the concerns over the cost of living. Tesco (being the largest UK supermarket) were smart in choosing their narrative over their customers are now looking at the pennies (cents) not the pounds (dollars) as previously stated. Tesco was smart in selecting fear-based marketing as it makes being price sensitive normal. With more intelligent Clubcard pricing, they have an opportunity to give back to their customers with a good loyalty programme. (Read my recent take on loyalty programmes at supermarkets on Grocery Gazette)

TikTok The New X? 🎧: TikTok is becoming the latest social network to become the billboard for the latest generation, with product placement becoming all the rage again and enabling short entertainment to replicate what music videos used to charge premiums for, placing products in view or attempting to make the next clothing trend. TikTok has had many issues lately and ad placements and disclaimers will try to be enforced. Be aware of TikTok's power and influence but remember you are only one video away from being connected to stars when they go rogue or something detrimental to your brand!

+ An idea for Google...

Let's BeReal: BeReal is showing you the real battle in social media, creator vs lurker, if you can't create demand and keep them engaged you will struggle to keep users engaged.

BeReal App Installs June 7.7m // August 12.3m // September 14.7m % Users Open App Daily Instagram: 39% // TikTok: 29% // Facebook: 27% // Snapchat 26% // YouTube: 20% // Twitter: 18%// BeReal: 9%

GIF For Older Generations 🤣: According to the younger audiences the gif is now 'cringe' and dying a death. The issue for most marketers is; do you believe the headlines and remove gifs or do you embrace your audience, know they are older, and find them entertaining? Gifs like emojis in subject lines help to increase email interaction and can become interactions with brands you might struggle to gain otherwise.

Influence Your Budget Properly 💰: One of my bug bearers is marketers struggling to understand the difference between influencers, creators, reality stars and key opinion leaders. When you plan your 2023 budget understand where your investments are going and is your mix right between creators (those who create their own content and make it relevant) - influencers (who point and smile at the product or service) and KOL (experts in their field creating important conversation).

FWIW If you have a big brand collab or huge lines/drops with a top celebrity learn from Gap and Adidas in reviewing and removing Kanye. No talent is worth the brand risk (especially in the age of rage on social media) despite the influence they might have on pop culture merch sales.

Harry Potter Deep Love ❤️: You won't be surprised the Harry Potter game reached over $1b spent on the app. When there are superfans there is huge spending and brand extension. Despite what you will read spending will continue by superfans on apps that drive love for something special to them.

Thanks and have a great week,

Danny Denhard -- Marketing Coach & Growth Advisor 

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PS read my take on the superfan