The Success of Netflix’s Stranger Things Marketing Campaign — Ithaca College PRSSA

REPOST via The Success of Netflix’s Stranger Things Marketing Campaign — Ithaca College PRSSA

After much PR and marketing buzz leading up to the release of season two of Stranger Things, the show finally became available for Netflix users to watch on October 27th. Fans were unusually eager to find out what would happen next in the Upside Down – and for good reason. Netflix managed to heighten the anticipation for the show’s next season with creative guerilla marketing tactics and unique brand partnerships. As we reflect on how successful the campaigns were, here are three lessons to learn from the show’s marketing tactics.

1. Make it interactive.

On the countdown page for the release of the second season, Netflix hid an easter egg which when clicked, flipped the screen into Upside Down mode. In this mode, everything turns dark with creepy music and eerie vines – much like it is in the show. The cursor acts as a flickering flashlight and every couple of seconds, the demogorgon pops out. Ad agency Doner L.A. also created a 1-800 number for the show. It functioned as a real corporate one would with a hold ringtone, menu directions and automated responses, allowing users to report outages or suspicious activity occurring in Hawkins. These tactics are simple yet effective. It doesn’t require much on the marketers end, but it’s a big step in the right direction for peaking consumer interest.

Netflix also partnered with Lyft shortly before the release to give fans an unforgettable ride-share experience. On October 26th and 27th, Lyft users were given the option to switch their app into ‘Stranger Things’ mode which turned the cars on the screen into waffles, string lights, trucker hats and even the logo of the show. On October 27th and 28th, users in certain cities were able to take a ride that included malfunctioning seats, flickering lights, a warped ceiling, an acting driver and an Eggo waffle. While Netflix was able to reap the rewards of giving fans something new and different to talk about, Lyft benefited as well. This leads into our next tip.

2. Get the help of other brands.

Tori3

Not only did Netflix choose to partner with Lyft, but they also decided to hone in on the show’s connection to the frozen waffle brand, Eggos. Because Netflix doesn’t offer paid placements, the Kellog Company wasn’t aware that their product would even be used in the show. But after the first season’s success, Eggo was able to use social media to their advantage by posting about the show’s waffle references.

The clothing store, Topshelf, also took to redecorating its London Oxford flagship store for one day in honor of Stranger Things. Spotify, the music streaming platform, used a subtler approach by creating playlists for each of the characters in the show, including ‘Eleven’s Breakfast Jams’ and ‘DemoGorgons Upside Downers’. When a campaign uses other brands to help out its own, it engages a much wider audience than what it would normally reach. With that being said, it is important to only use brands that make sense. The audience of that brand shouldn’t be drastically different and it helps if the tone of the brand is similar to the one being promoted as well.

Tori2

3. Use what you have.

As a retailer for the show, Target was able to dedicate an entire section of their website to promoting the new season. The page starts off with 80’s inspired, vintage looking Stranger Things swag, ranging from toys to t-shirts, but as you navigate deeper into the site, regular products such as pudding snack packs and trap keepers start popping up. It’s Target’s way of bringing back 80’s era products that connect to the show. With the help of Target, Netflix was able to give fans of all ages something to talk about by combining the nostalgia of another generation with one of this generation’s most popular TV shows.

As Stranger Things progresses through new seasons, Netflix continues to encourage those inside the field of communications to think outside the box. By turning simple ideas into well-thought out campaigns, the show has managed to set the standard for the way marketing should be utilized in the future.

Sources:

https://www.prdaily.com/Main/Articles/23469.aspx

http://www.thedrum.com/news/2017/10/26/how-netflix-turned-marketing-upside-down-the-return-stranger-things

via The Success of Netflix’s Stranger Things Marketing Campaign — Ithaca College PRSSA

Refuse Comfort and Stick to the Plan

It’s Sunday, the day before Monday, and I have chosen to spend my time writing this post not only to help guide myself– but to guide other young professionals as well. Actually, I have chosen to start this whole blog for this reason. It can be hard to start a path people around you haven’t traveled. I have little to no guidance or support from elders, teachers or friends. I am attempting to follow a road I have envisioned for myself since college, led only by the pursuit of tasks and positions that satisfy a gut feeling I follow.

It’s important for you to set a unique goal for yourself. It’s also important not to get distracted by those who try to turn you onto a path they prefer you be on. If a supervisor or family member is guiding you down a road that doesn’t help serve your vision, then why are you continuing to walk down it? What is that little voice in your head telling you to do and why aren’t you doing it?

– COMFORT. I believe comfort hinders many from achieving great things in their professional careers.

Great things never come from comfort zones.

It’s also fear of the unknown. Fear of untapped potential, unlimited possibilities and financial insecurities.

Isn’t it always easier to follow the guidance of someone else than to refuse their directions entirely and dive head first into the unknown and unfamiliar– which may result in failures or even temporary chaos?

Yet, outside of comfort zones is where all the magic happens. That’s what life is all about anyway, right?

When is the last time you listened to your gut feeling and actually obeyed it?

Thanks for stopping by,

Script3transp

5 Healthy Snacks to Eat at Your Desk

If you have a job anything like mine, you’re probably sitting in a chair for 10+ hours every day with few chances to walk to a co-worker’s desk for a brief moment. Boredom strikes from every angle, cunningly disguised as hunger. Wait, sidebar– who brought donuts for breakfast?

Before you know it you’ve eaten your daily carb, sugar and calorie intake for the day in less than 10 minutes.

AM I JUST BORED- GRINCH

 

I didn’t always have a desk job (even the name for it sounds dreadful). Actually, I’ve NEVER had a job where all I do is sit on my behind until my current one. I used to run around malls, hotels and restaurants in six-inch heels for hours. Once I even ran up a couple flights in heels with a broken foot! There wasn’t even time for snacks, much less full meals. So, needless to say, the transition has been hard on my ever-growing love handles. It’s been tough to try to lose the pounds I’ve packed on, so I researched some healthy alternatives that satisfy the hunger demons without compromising my waist size.

1. Air-popped Popcorn

I placed this snack first on my list because it’s my saving grace. Depending on how much sugar, oil or salt you season it with, the calories can add up. It’s best to go without any add-ons. Popcorn is actually really good on it’s own, but I make an exception for Skinny Pop’s Sharp Cheddar Popcorn Mini Cakes (pictured in featured image)! At a mere 60 calories per 10 ‘cakes’, they are a snack STEAL. It’s low-calorie, gluten-free, non-GMO, whole-grain and rich with antioxidants!

2. Fruit and Greek Vanilla Yogurt with Chia and Flax Seeds

A great distraction for your gurgling stomach before lunch is fruit with Greek vanilla yogurt. It’s sweet and satisfying. Why Greek yogurt you ask? It’s so much better for you all around. It has twice the amount of protein than your standard yogurt. I usually add an assortment of mixed berries including blueberries, blackberries, strawberries and raspberries. Then I sprinkle  3 pinches of chia seeds and a single pinch of flax seeds for extra benefits.

If you’ve never used Chia seeds before, you are in for a treat. Chia seeds are full of nutrients including omega-3 fatty acids and have been proven to help people feel full for longer with their high fiber content. You add them to cereal, yogurt, oatmeal, smoothies, water or even coconut milk. If you add them to your meal and leave them for a little while, they will swell. Don’t freak out, they taste best like this. I sometimes even purposely wait for them to swell before I eat. Another healthy snack idea while I’m chia ranting: add 2 tablespoons to a cup of coconut milk, put it in the fridge and wait for them to swell. Add fruit and some honey if you’d like. It’s like a gourmet dessert pudding– but better for you!

Same goes for flax seeds. This versatile topping has a very healthy reputation. According to WebMD, some even call it one of the most powerful plant foods on the planet. Recent studies have proven that flaxseed can protect against heart attacks, Parkinson’s disease, breast cancer, prostate cancer and colon cancer.

3. Toasted Whole Wheat English Muffin with Smart Balance Peanut Butter 

Whole wheat English muffins will save your dollar and your diet. You can dress them up in a variety of different ways, so you’ll never get bored of them like the usual diet food. They are high-fiber and low-fat with a dash of calcium, phosphorus, magnesium, and selenium. All great ingredients that make up the perfect weight loss breakfast food.

Beware, the more you add to the toast, the more calories you take in. To help me feel fuller, longer I add Smart Balance’s Crunchy Peanut Butter. This option is healthier Image result for smart balance crunchy peanut butterfor you than the standard low-sugar peanut butter for a few reasons. First, they add flax oil to their product meaning you get a healthy dose of omega-3 fatty acids. Second, eaten in moderation, it provides you with less saturated fat and sugar. Third, if you add whole grain to this peanut butter choice the combination gives you access protein. Lastly, Smart Balance Peanut Butter promotes the health of skin and nerves with 20 percent of your daily value of vitamin B3 per serving. It also contains vitamin E, thiamin, potassium and iron.

4. Hard Boiled Egg

This one’s not as cool or exciting but it most definitely keeps your hunger at bay. Hard-boiled eggs good, heart-healthy fats called monounsaturated and polyunsaturated fats. This healthy snack is a great source of protein which helps you build muscle and repair tissue. It also provides you with vitamin A which promotes eye health, and vitamin D which promotes strong bones through calcium.  I workout after work four to five days a week so I need my protein. If you don’t work out much or you’re having a slow week cut the egg in half and throw out its yolk center. Also, refrain from adding salt– please and thank you.

Image result for Hard boiled egg

Pro Tip: Avoid stinking up your entire house for hours by making a quick run to your local grocery store and grabbing sodium free, pre-boiled eggs.

5. Hi I’m Skinny, Superfood Sticks ‘Mean & Green’

I am totally a chip person. I love CHIPS. Hi I’m Skinny Sticks have helped me replace my unhealthy finger-food habit. They have a variety of flavors, but the overall best I have found is their ‘Mean & Green’ Superfood sticks. Although it’s certainly not the best tasting option they sell, it’s their most nutritional option. It’s packed with vitamin C, calcium, fiber, protein and iron. My favorite part is that they have familiar ingredients that I’m not afraid to put in my body, so there’s no guessing. Their very first ingredient is green veggies including kale, peas and spinach! The best part is, they are only 130 calories per 35 sticks.

Image result for Skinny sticks mean and green

Happy eating,

Script3transp

 

What healthy snack did I miss? Which is your favorite? Tell me in the comments section below!

Millionaire’s Digest: Spark A Viral Trend In Your Product

The #FlashdrivesForFreedom viral social media campaign article posted yesterday touched on each of the topics written by Millionaire’s Digest seen below.

I also would like to add share-ability to the list. Ask yourself… can this be easily shared with a friend or family member? Some things that touch on the share-ability of your promotional idea is covered via visibility, simplicity and accessibility.

If you’re looking to go viral with a product, service or idea check off these 6 items below when planning your promotion.

Now that you have that down packed, read the short list below:

Source: Spark A Viral Trend In Your Product (2 min read)

1. Social currency. Consumers are more likely to adopt a product if it makes them feel special or ahead of the curve. For example, Gilt’s exclusive sales helped it become one of the hottest online shopping sites.

2. Triggers. Products that catch on become part of our everyday lives, so successful products create reasons and reminders to return on a regular basis. For example, Facebook and Twitter drive you back to their sites every time they email you to say you have a new message or mention.

3. Emotional impact. People tend to evangelize a product if it affected them emotionally, whether it solved a stressful problem or brightened a bad day. For example, if a Buzzfeed article makes you laugh, you’ll likely share it with friends who need a lift.

4. Visibility. Giving a product a distinctive feature, such as a standout logo or color, helps consumers notice when others are using it. For example, you immediately recognize iPods because Apple made the headphones white when other companies all used black.

5. Practical value. A truly useful product that helps the user become more effective is more likely to be recommended often. For example, Evernote is very good at helping users remember and organize information, so it’s often recommended for research.

6. Stories. If people are going to share your product, they need to be able to tell its story. That can be as simple as a clear statement about what the product does, or as complicated as a really interesting origin story. For example, people who buy TOMS shoes love telling others how one pair is donated for every pair you buy.

(For Beauty, Book & Fashion Bloggers)
Article Credits Go Respectably to Entrepreneur Media, Inc.

3 Simple and Easy Ways To Improve Your Media Pitch

Every business benefits from media coverage — it all starts with a pitch. 

When sent to the right people, a media pitch is a great way get a company press coverage. There are a lot of factors you have to get just right for a successful pitch well-delivered. Make your email stand out by simplifying it, doing your research, and making your story newsworthy. Once you organize a targeted list of media contacts, draft an email that’s easy-to-read with a conversational tone. Avoid industry jargon and complex vocabulary at all costs. Only use an email template as the backbone of the pitch. Remember, each and every email should be personalized to its intended media contact.

There’s an art to pitching. After spending a few years at public relations and marketing companies, here are a few ways I learned to bring email pitches to life:

  1. Do your research.

Do some stalking before you send them an email. Pitch smarter, not harder. Instead of blasting tons of journalists with cold emails, find a way to make their job easier by fitting your pitch into their editorial calendars. For example, if it’s Christmas time and you’re trying to sell a story about toys in the subject line relate it to an article they have posted the year before which had toys in it. Usually, around this time they write about Christmas wishlists or the hottest toys of the season.

Do some digging. First, figure out every outlet they contribute to. Glance over their articles, do they write about similar products or companies you’re pitching? Next, figure out what they are talking about on social media. Journalists have never been easier to follow. Use Twitter, Facebook and Instagram to get a feel for what they are like and how to best communicate with them. Don’t be shy to comment on their posts either, building a relationship with target journalists helps your company down the road!

2. Make it newsworthy.

Journalists are always looking for the next great story.

Although companies may go through a couple of big changes and partnerships a year, they don’t always correlate with trends and current events. See what’s currently trending and tie the pitch into it. This will help bring it some positive attention. I use Google Trends and trending items on Twitter and Facebook to help me come up with some ideas.

Google Trends:

googletrends

Sneak peek Google’s insights. Track big events and discussions with Google Trends.

 What’s trending on Facebook:

FacebookTrending

Scroll down to see what’s trending on the sidebar section labeled “Trending.”

What’s trending on Twitter:

Twitter Trends

My favorite way to catch up on all things trending!

3. Keep the email short and sweet!

The subject line should be juicy and the receiver should be able to get the gist of your pitch by reading it. In the body of the email always remember less is more. Sorry to break it to you, but journalists don’t read pitches word for word. They have become masters of skimming. Only about 1-2 sentences will actually by absorbed and if they’re not interested in those couple of lines, it’s on to the next. Writing less text gives them more time to soak in what you’re presenting. Limit your pitch to 3 short paragraphs ranging from 2 to 3 sentences each.

In the first paragraph, give them a reason why they should care about your story. Give them some insider information and make them want to be involved in what’s going on.

Make a connection. The next paragraph should show them you’ve done your homework. Refer to previous articles they have written and highlight topics they are passionate about. Also, tell the journalist why you’ve specifically chosen them to break the story. Feel free to bring up titles of previous articles they’ve written.

The last couple of sentences should be a call to action. Tell the journalist what to do with the information. If they contribute to a couple outlets, indicate which outlet you would like to see the story breaking on. If you’re interested in all their platforms say that so. You can also use the last paragraph to suggest an interview, invite them to tour the facilities or give them a time and date to a press conference.

Tip: If you’re launching a product, offer to send them a sample! They love getting stuff and it’s so much easier for them to review it when they have actual experience with the product. If it’s a new menu item, have them stop by for a comped meal. Add this in the last paragraph (it’s a call to action). Score.

Once your email has been created, attach a full press kit for their convenience. I use Canva.com to make eye-catching kits that are simple are enjoyable for others to view. Also, make sure to include several high-resolution photos they can use in articles. Provide a press release if you have one too. The more information they have, the better! After you proofread, as you would with anything else, have another set of eyes review the pitch. I like to ask those proofreading my pitches to relay a couple of points they drew from the email. Do they understand the point you’re trying to get across? Is it newsworthy? If they were the journalist, would they understand the call to action?

Then, proofread it again.

Any little mistake can totally throw away your credibility. I highly recommend installing the Grammarly extension on Chrome for this. It has saved my life about a million times. It’s a 100% free grammar checker that not only reviews spelling errors but sentence structure and punctuation too.

And WHATEVER you do, make sure their names are correct! Even outlets spell the names of their own journalists incorrectly. Cross check their names via social media, Google and Cision.com (if you have access to it).

Tip: If you’re working on a spreadsheet, use the highlighter in black to fill cells after you email contacts. That way you don’t accidentally email the same person twice or worse… call them another name with a different email pitch.

Wow, I even had a mini-panic attack just writing that!

Have any tips or tricks that you’ve learned from pitching to media contacts? Share it in the comments below 🙂

Happy pitching,

Script3transp

How to Attract Sponsors Online (Step-By-Step)

“Patience is bitter, but its fruit is sweet.”
― Aristotle

Building your site’s domain authority (DA) can take months, even years. Once you gradually start to grow your site’s street cred. on the web, you’ll see followers subscribing and soon enough the sponsorship/partnership emails will come pouring in. Remember to take baby steps and whatever you do don’t get ahead of yourself. Try not to accept the smaller stuff and hold off for the larger partnerships, it will make your site a lot more valuable to companies if you don’t work with just anyone.

As a partnership coordinator, I usually won’t email those with sites or blogs which link to more than 45 pages (also called outbound links). In other words, try not to have tons of links everywhere. Keep it simple. Many bloggers shoot themselves in the foot by adding buddies lists, archive lists or tons of clickable sidebar buttons to their sidebars. Seriously, you’ll be surprised how fast outbound links will add up. Be patient and hold off false excitement from less-important sponsorships or partnerships and wait for the real deal. Wait for the business-changing emails that come around every once in a blue moon. Being picky with those you work with will make your site that much more valuable and opens much larger opportunities down the road. Great things come out of patience.

Let’s move on to the fun part of DA ranking– getting those “knocks on the door.”

Here’s a list of items you’re going to need to get the ball rolling:
A Computer
Social Media Profiles (ready-to-go)
A Timer
An Excel or Google Docs Spreadsheet
A large coffee

Forums are one of the first places I go for leads when I am looking to sponsor someone. Yeah, you heard right… forums. You know, those ancient beasts once top of the food chain on the web before the dawn of Reddit? I would have never guessed how valuable they would become to me as a partnership coordinator. So if you want to be noticed, these little online rooms are the place to be seen. I also look for blogs which allow guest posts too.

Let’s begin. Open up a new spreadsheet and title it “Forums To Contribute To.” As you go you can add on whatever columns pop in your head, but for now let’s just add the following sections: the forum’s name, URL, URL of posts, your posts’ date and a notes section. When you’re deciding where to post, there are a couple of factors you will want to take into account to help you get the most out of every effort. Look to comment on or post about a topic that has relevance, timeliness and lots of activity. Make sure that whatever you choose to discuss has to do with things your site can be associated with, this also gives you a little more credibility on the forum itself.

To get you started, here are some great places to find forums, posts and topics:
http://www.findaforum.net/
http://boardreader.com/
http://www.thebiggestboards.com/

You can also search Google by hitting the ‘Discussions’ tab on the results page and changing the search settings under ‘Search Tools’ from ‘All Discussions’ to ‘Forums.’

When you post on a forum most likely you will have to sign-up and log in as a new member. When you’re creating an account look for spots to link your website to the user profile. Also, see if there’s a signature option available. A lot of forums have caught on and banned outside links. If this is the case, I would suggest finding yourself a new site to contribute to. Afterall, the whole point is to gain recognition for your site isn’t it? Also, it’s not smart to go onto a forum and overly promote yourself, it’s annoying and you will be quickly removed from the discussion. Sometimes, you’ll even get blocked by the administrator. Really think about a question or comment you want to post. Ask yourself, “Will this contribute to the conversation?” Give honest, helpful answers and reference facts you throw their way. This is why forums are yet another place patience goes a long way.

After you organize your plan of attack and finally post, copy the URL to help you find it again in the future. Paste this under the ‘URL of Posts’ column. Don’t forget to add the date it was posted under ‘Post Date” too. You’ll want to keep tabs on these items every now and then. Plus, it helps you keep track of your progress. Visit this column every so often and respond to reactions or a contribute to a new discussion that may have developed based upon it.

When my well is dry I turn to Facebook and Instagram for new leads. Social media is another great way to get your site noticed by companies. Make yourself a business page on Facebook and double-check the category it’s labeled under to make it easier for those targeting a niche. Type your URL in the bottom-right section titled ‘About’ to guide them there. Your email should also be included in here to help those interested contact you right away. As a sponsor, nothing is worse than wasting several hours hunting down an email address. If it’s a particularly busy day, I won’t bother searching their business name or email. I rather pass on to the next person to be honest. I can’t stress enough how readily available your contact info and URL needs to be.

Same thing goes for Instagram, your email and URL should be in your bio. Across the board, I look mainly at the follower count on social. If the person I’m looking into doesn’t have a lot of followers and there’s not much engagement there, I will automatically assume their website reflects this. So remember to build your following, post regularly and engage your audience before you turn to these places for exposure.

Once your social platforms are up-to-speed and ready to go, join or ask to be invited to several private and public Facebook groups which associate with your site’s niche. These little groups are awesome online communities where people not only develop friendships but also find life-long fans. I’ve even seen partners of mine pass on exclusive sponsorship opportunities to others in their group.

You should get used to setting time aside every day to publicize your site on the internet. Get your handy-dandy timer out and set it to an hour and a half for the first couple of weeks and then to 45 minutes after you get the hang of it. Don’t stop until you hear the ring! It’s harder than ever to set out and achieve a task on modern technology, especially with the constant *pings* of notifications begging to distract you. This is where the large cup of coffee I suggested comes into play 😉

IT’S OKAY TO GO FOR WHAT YOU WANT. Need a product for your next project? Have a certain company in mind you’d do anything to associate your brand with? It’s forevernot too brazen to email them and ask for what you’re looking for. In fact, it makes the lives of marketing managers sooo much easier! We will love you for-ev-er.  If you’re confident in the exposure you can offer them, ask to speak with their marketing manager.

When you approach a marketing manager give them all the information you will think they’ll need to research how valuable you can be to them without sounding overzealous or arrogant. Enter the conversation with a can-do mentality and be confident in your worth!

Have you ever thought of a dream company you’d like to associate your website with? What would you ask them for?

Good luck, 

Script3transp