South Dakota tries new branding message: We’re better than Mars

South Dakota’s way of attracting millennials is, let’s say, out of this world.

In an attempt to re-brand the state, South Dakota’s government — with the help of a marketing firm — has launched a new ad campaign with a simple, albeit bizarre, message: Moving here is better than moving to Mars.

“Mars. The air not breathable. The surface: cold and barren,” the commercial begins. “But thousands are lining up for a chance to go there and never come back.”

But wait just a minute, would-be Mars rovers. Have you considered South Dakota?

The narrator makes the pitch: “South Dakota. Progressive. Productive. And abundant in oxygen. Why die on Mars when you can live in South Dakota?”

While the ad is raising eyebrows, the Argus Leader detailed the painstaking process that went into this approach.

The goal of the Governor’s Office of Economic Development was to attract young people to a place deemed “boring.”

Commissioner Pat Costello said the “hook works” with the younger generation, whom they are trying to attract.

“You can live a life here. You can have fun here,” Costello told the newspaper. “You can have a great job and go fishing and biking and hiking. The opportunities are abundant.”

And hey, it’s better than Mars.

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FoxNews.com

Old Navy Says Farewell to Amy Poehler

Retailer Plans to Welcome New Spokesperson in December

By Ashley Rodriguez

Click here to watch the video

 

Old Navy ran its final spot featuring Amy Poehler on Sunday night — signaling the end of a yearlong relationship with the star who helped spur the brand’s focus in online video. The ad, promoting the retailer’s Black Friday deals, keeps with the theme of earlier spots — building a sense of urgency around the brand as Ms. Poehler rushes to get to a store.

“It’s been a great ride with her,” said Julie Luker, director of public relations at Old Navy. “It’s the perfect end to have her promote Black Friday, which is our biggest day of the year.”

Ms. Poehler may be leaving, but the push is far from over. Old Navy is eager to build on the campaign’s success, and it will usher in a new celebrity spokesperson next month.

“Even though the character is different, you’ll see the consistency of what we’re doing today,” said Ivan Wicksteed, CMO at Old Navy. “It’s going to feel very episodic in a way that you’re going to want to follow with us.”

Mr. Wicksteed did not say who will star in Old Navy’s next ad, which is slated to debut on December 3. “You’ll be seeing a lot of Old Navy during the month of December,” said Mr. Wicksteed, adding the holiday season is the most important time of year for Old Navy in terms of media weight and exposure.

In addition to acting, Ms. Poehler also had quite a bit of creative control over the current campaign, best Known for its outtakes featuring the “Parks and Recreation” and former “SNL” star. It called attention to the brand on TV and online, and pushed Mr. Wicksteed to shift the retailer’s reliance away from TV and towards digital video earlier this year.

“The outtakes that we get from shooting with Amy are always the things that people want to see the most,” said Mr. Wicksteed. “It’s more of a content play than a traditional advertising play.”

The main difference in the latest spot is that it focuses on a promotion and not a particular product, said Mr. Wicksteed. That’s fitting for Black Friday, which is a heavily promotional time of year. This year, Old Navy is bringing back its “Overnight Millionaire” push to give away $1 million to one person in line on Black Friday. Mr. Wicksteed says the odds are better this year, because only the first 100 people in line can enter. The ad also pushes the retailer’s 50% off sale.

The budget for this year’s Black Friday campaign is consistent with last year, said Old Navy. But the push has bigger placements — it will air during Thanksgiving Day football on CBS, a first for the brand. It will also have a presence on YouTube and Google Preferred, which puts the top 5% of YouTube content up for sale to advertisers. Chalendier Creative worked on the spot featuring Ms. Poehler.

The Missing Ingredient of Modern Marketing

by EKATERINA WALTER

 

You’ve heard this before: Your brand is the sum of customers’ complete experiences with you across all touch points.

Your brand isn’t your company. It isn’t your marketing message. It isn’t even your product. It is an experience — a holistic experience a customer has with your product, your content and your employees. It is the reason to choose you over your competitor.

Relationship capital is arguably the most important goal any business has. After all, there is no such thing as a self-made man. We all depend on others in our success. Businesses depend on partners, investors, vendors and employees. But the most important relationship a business has is with its customers.

Oh, that “relationship” used to be easy. Several key channels (print, TV, radio, phone), one-way broadcasting, millions of impressions as a goal. Things didn’t change much over decades.

Related: The 4 Pillars New Brands Must Communicate to Their Audience

Then the digital revolution came and, with it, brought new channels and new challenges. Web and email started to take over. And just when we thought we got those mastered, the pace of change became unsustainable.

Dozens of social channels, as well as the rise of the citizen journalist brought blogging, newsjacking, podcasting and social posting. With those, the need developed for listening, real-time engagement, managing digital crisis and more. The pace at which social network features, rules and capabilities change is staggering. The number of niche tools supporting various functions of creation, publishing, distribution, management and reporting grew to hundreds.

For those business that recognized the seismic shift in the marketplace, managing consumer experiences through the rise of the social tsunami became not only a challenge, but a priority. But as they started to implement strategies, solutions and tools across the organization, one critical gap became widely apparent. No matter how much you try to serve your customers, if the organization is internally siloed in mentality, processes and technology, no amount of delight will ever deliver a truly holistic experience that your customer deserves.

Sales funnels don’t exist anymore. We now have a sales zig-zag. Every day, our customers are consuming information from many devices through more than 50 channels and engaging with you through thousands of touch points. They are educated, globally connected, impatient and have a high BS radar. They expect that you are listening — on every channel! — and demand a real-time response. They trust their friends over advertisements and brand messages. They buy brands they have relationship with.

Successful business isn’t about impressions any more. It is about building relationship capital through smart experience management. And the only way to achieve that is for all parts of the organization to work together, to become a connected company!

Related: 3 Social-Media Mistakes That Are Killing Interest in Your Company

What is desperately needed is a set of critical capabilities that would work across a lot of channels, to be implemented across a variety of teams, a number of product lines, in every market. What is needed is a complete solution for your digital needs that’s designed to work in tandem with your existing infrastructure.

What’s needed is an integrated business nerve center.

But the reality is a bit grim. A 2014 study by Signal states that organizational and technological integration is a key problem for businesses. While respondents recognize a range of benefits to a fully integrated marketing stack, around half of respondents said their marketing data and technology are either managed separately (10 percent) or that only some tools are integrated (41 percent). Just 4 percent reported having a completely integrated stack.

While 53 percent prioritize developing a single view of each customer (a high priority for marketers around the world, according to MarketingCharts), they’re faced with technological challenges such as multiple/duplicate records (41 percent), too many systems/difficulty keeping track of where data is housed (38 percent), and siloed data (37 percent). As a result, 59 percent of respondents felt that it was a priority to have a single system to deliver customer experiences across all potential digital channels.

Consumers experience our brand through different life moments and in a variety of places: at the store, on our website, through social conversations. This is a remarkable opportunity for brands to connect. Most important, an opportunity to track, manage and align these moments to drive brand love, advocacy and loyalty.

Bringing the voice of your customer into the right business context, at the right time, is the first step in that transformation. To do that, organizations need to build an integrated business nerve center that sits at the core of the enterprise and connects all of the people, processes and systems within it. This is the only way we will enable innovative, positive social interactions that build long-lasting relationships with people who matter.