What’s up with Twitter?

By: SPRITZ  |  January 10, 2014  | 

“I saw it coming” – quote by every major marketing and advertising person. Of course, they’re referencing the day that social media would rule the world (ie. today). What started with Facebook’s total world-domination is rapidly being conquered in the Twitter-sphere.

It’s everywhere. Twitter references on the news, online resources, television shows, events, celebrities… the list goes on. With the #hashtag, Twitter has single-handedly dominated the social media marketplace, and forever changed the way we communicate and market to consumers.

Twitter has given a voice and personality to brands that no one before knew possible. Littered with humor, emotion and personal ideas, each 140 character message becomes a deeper connection with the brand’s audience. People look forward to communicating on Twitter- as it became a more reliable and more favorable platform for customer service and feedback.

And then it progressed, transforming from a seemingly useless platform into a monster no one could have anticipated. It prompted companies to band together to create entertaining conversations everyone (participant or not) would enjoy. (Read the best Twitter conversation to ever happen).

Rock on, social media managers. We applaud your cheeky tactics, laugh with your demonstrations and gladly participate in your conversations. We (as consumers and marketers) love the colloquial trend taking social media by storm. It gives us to the opportunity to be a better face of the brands we represent, as we approach it with a “real” attitude and have the freedom to say how we (as the brand) feel about just about everything: life, liberty and the pursuit of happiness. Thanks, Twitter, for forever changing the face of client interface. It can be difficult to find that connection and it can be risky to make it, but we live for it and we love it.

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‘Tis The Season!

By: SPRITZ  |  December 20, 2013  | 

It’s called a “Hallmark Holiday” for a reason. It’s the time to shine for advertising agencies, who put everything they have into pushing products onto consumers. It’s usually all smoke and mirrors, as shown in Marks & Spencer’s brilliantly designed TV advertisement depicting ornate clothing and accessories in a way that magically transports us to childhood. And in that state of childlike bliss, we find ourselves unconsciously saying, “I HAVE to HAVE it!” Like many advertisements, it focuses on what we want and does little to depict the true meaning of the holiday spirit: bringing other people joy and giving back.

It’s no secret that Spritz is fond of giving back to the community and has supported and donated to a myriad of non-profits: Family House, Bay Area Lyme Foundation, Food Bank of Contra Costa, America SCORES… to name a few. Which is why, following our passion of community betterment, we fell in love with West Jet’s dedication to bringing back the Holiday Spirit. This video made us want to book a flight just to support their endeavor.

West Jet staged a chat with Santa, and each passenger (in jest or in earnest) told the jolly old fellow what they wanted or needed, not knowing their wishes would be granted. Upon their arrival, presents lined the baggage claim, each hand-addressed to its recipient. Giddy with glee, the passengers unwrapped their gifts as the surrounding airport filled with laughter, disbelief and tears.

In all fairness, it’s a brilliant advertising stunt, and it will undoubtedly boost sales and have a positive branding effect (as all ads are intended to do). That aside, this company took the time to find out what its passengers needed and delivered both small and large presents alike, to make the weary wanderers’ holiday travels a bit less cumbersome, and a little more exciting.

In that spirit, we encourage you to approach this Season with the goal to bring joy to those around us. How will you give back?

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I Have the Perfect Person for That!

By: Spritz  |  November 15, 2013  | 

There is an old adage, “if you have a good experience as a customer you might not mention it to anyone but if you have a bad experience, you will tell everyone who will listen about that experience”.

Word-of-mouth recommendations have always been the backbone of marketing. People trust friends, loved ones and colleagues for recommendations on brands, books, restaurants, services and products. While word-of-mouth marketing was considered a great perk in the past, it has now become vital to any brand, product or service that needs to differentiate itself in order to grow our world evolves into one global economy and competition increases in every facet of every industry.

Brands used to have less of an interest in mitigating disastrous customer support issues because the damage done was so minor that it wasn’t worth time and money to invest in appeasing a few upset customers. Fast forward to 2008, and the massive explosion of social media into every facet of life. The world knows where you are, what you are doing, why you are doing it and how you feel about it thanks to Facebook, et al. While some consumers will spend time writing the occasional positive review, most use the advent of social media to vent about bad experiences and to “warn” their friends, family and acquaintances. Consumers leave product reviews on websites for all to see, companies respond to customer service complaints via Twitter and Yelp has increased the service industries ability to converse with their customers. Many small businesses that may have shuttered under the weight of mismanaged mistakes can now create a dialogue with consumers and manage their reputations therefore controlling their brand story. Now more than ever, brands are even trying to control word-of-mouth marketing by becoming the friend that you’ll listen to for a recommendation. They are achieving this trust by creating live brand experiences where consumers can interact with the business and develop enough trust to become an evangelist.

Brands have realized they need to capitalize on the “good experience” feeling by providing that experience themselves through a live brand experience. In fact, 93% of people say that they talk to others about live brand experiences, with 27% of those people telling 20 other people. Additionally, live brand experiences increase the exposure and reach of the brand. 68% of people search the brand or product for more information 59% will buy the product at retail locations and at the very least, 63% will like it on Facebook, which increases reach, engagement and the most significant factor, trust exponentially for a business or brand. Read more this great study conducted by Momentum Worldwide about how vital live brand experiences are to creating a strong consumer base.

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The search for authenticity

By: Spritz  |  November 8, 2013  | 

“The economy stinks, bees are dying, and movies are pretty much all sequels now.”
-Schmidt, “New Girl” 2013

Well, “New Girl” fans, Schmidt said it (not first, but loudly). The world is rapidly going downhill, and as a whole, we’ve lost all sense of authenticity. A term widely utilized and easily forgotten, authenticity, the state of being genuine and original, is exceedingly rare. Some might even say it is impossible. Mark Twain once said, “There is no such thing as a new idea…We simply take a lot of old ideas and put them into a sort of mental kaleidoscope [and] give them curious combinations.”

I for one unabashedly idolize Mark Twain, and I respectfully yet completely disagree with his claim (please don’t come back and haunt me for this, Mr. Twain). And while I love Schmidt (I mean who doesn’t love his zinging one-liners?), I think with this one, he is completely off the mark. Please, allow me to explain.

We combine our experiences and our unique perceptions to influence an idea, business or brand, creating something entirely new and unique. Something authentic.

In 2008, Pantene demonstrated just that. With 3-minute short film, they proved that it takes passion and persistence to transcend even your own expectations. In that moment of pure unadulterated emotion, is something new and completely genuine. True, the storyline may be something similar to what we’ve seen before, something we can all innately identify with (like Schmidt’s so-called-sequels), but your audience’s reaction to the brainchild is what we actively seek. As marketers, our job is to find that connection to bring you closer to your audience.

That’s our challenge, creating ideas that spark a fresh outlook, making it new. It’s our passion and our drive. Sorry, Mr. Twain, it’s not the idea, it’s outcome.

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Happy Halloween!

By: Spritz  |  October 31, 2013  | 

Take a moment today and humor your inner child. Noodle on what you once so desperately wanted to dress up as for Halloween. Did you want to be Michael Jordan? Maybe you wanted to be Madonna? Who did you want to emulate growing up?

When the offer of being able to join the Spritz blogging team came across my desk in week 1, I pounced on the opportunity. Having a platform to discuss all things marketing while learning and growing here at Spritz SF is an invaluable tool in order to evolve into the strongest marketers, designers, media consumers, PR/ social media mavens and strategists possible. This passion for always reaching the next level is one of the reasons I am so delighted to join the Spritz team. I’ll share my story in a few more than 140 characters. My name is Martina, I am originally from the east coast and have a background in a variety of industries. Most recently I headed up the marketing department at a San Francisco local media & publishing group but I’ve dabbled in film production, and worked as an AE for a fashion designer. In mid October  I came aboard the Spritz SF team as the new Director of Partnership Marketing and couldn’t be happier.

What is partnership marketing? The very general definition of partnership marketing, also known as affinity marketing, is a targeted way of marketing products and services by linking complimentary brands. This connection can develop into lasting partnerships and strategic alliances. This makes me think about how people are “branding” themselves in 2013. Pop stars are groomed to have an image that extends across a variety of verticals. They are expected to be movie stars, fashion designers, perfumeries and politicos. Authors are bloggers and news personalities. Reality stars get endorsement deals and television is learning the value of product placement in popular TV shows.  All of these are examples of partnership marketing. We constantly see products woo complimentary events, venues and charities for access to their target audiences and vice versa. Visa is the main sponsor of the NFL (very basically) to court their audience because the two brands dovetail with similar visions and values. Naming rights are expensive for a reason. Because partnership marketing works. Two brands feed off the energy of each other and both benefit with increased exposure.  This isn’t a new concept in the marketing world.  In 1985, the legendary Lou Reed became the brand ambassador for Honda Scooters. What was born was a true life vision of a rock star, his Honda and NYC in the mid 80’s. What was remembered was Reed’s hit song and his undeniably cool air as he pitched a Honda scooter. How many guys were Lou Reed that year for Halloween?

(Check out the original commercial here, and a different spin on Lou Reed endorsing Honda by Adage.com)

Now back to my original question. Can you be Michael Jordan with out Nikes? You tell me.

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