Davenport, Iowa – The region’s most comprehensive marketing and communications services provider is expanding its client offerings. TAG has established a Public Relations/Public Affairs practice within the agency. In making the announcement, TAG Chief Executive Officer, Mike Vondran says, “Focus on new, ‘break-through’ digital marketing tactics has ignited TAG’s success and client growth in recent years. But, it also has distracted many TAG clients from more traditional, ‘tried-and-true’ marketing activities. By offering a ‘one-stop-shopping’ solution, our clients will now benefit from a more coordinated and highly effective marketing program.”
According to Vondran, this new TAG specialty practice is a response to growing client recognition of the value of broader, coordinated customer outreach beyond the ‘social-sphere.’ Services provided by the new practice include general interest media and trade press relations, government affairs and advocacy, guerilla marketing and special events. “These tactics influence and strengthen brand image when employed in conjunction with additional web-based and social media marketing,” Vondran adds.
TAG’s Public Relations/Public Affairs practice is led by TAG Senior Vice President, Ken Croken, who joined the firm earlier this year. Croken served as Chief Marketing Officer at Genesis Health System. He previously led the consumer technology practice at Edelman PR Worldwide in New York City and was the corporate communications “lead” for the global government industry marketing division of IBM Corporation in Washington, D.C.
Commenting on the announcement, Croken says, “While the marketing and sales landscape has changed dramatically over the past 25 years, one key principle has not. Comprehensive and relentless brand management is critical to consumer preference and business success. New trends and shifting circumstances only underscore the imperative of a ‘go-to-market’ strategy that employs all effective tactics, not just the most recent.”
TAG, established in 1990, began with a firm foundation in broadcast production and media. Since then we’ve evolved to meet the needs of our clients and build their brands. TAG provides web design and development, social media marketing, video production, SEO, public relations, public affairs and much more. We invest in the stories and success of our clients and meet every challenge with creative thinking and enthusiasm. For more information visit www.tagteam.agency.
You start your day getting up, showering, brushing your teeth, grabbing a cup of coffee on the run and finally making it to the office. What’s the first thing you do? Check your email. We all do it. In fact, the average office worker receives 120 emails every day! With so much to sift through, a lot of emails can get lost in the shuffle. Create a successful email marketing strategy to keep your company top-of-mind and to engage with both current and prospective customers.
Create Segmented Email Lists
Have you been sending every email to every person who’s ever subscribed to your emails? Yikes! It’s time for that to change. To continue to build your email lists you can solicit subscriptions on your website and social sites. But, instead of simply having an individual provide their name and email address, create a more robust form. After they provide the basics, ask additional questions to get to know the customer. How often do they want to receive emails from you? What are they interested in hearing about from your business? What do their buying habits look like? Questions like this will allow for you to create separate email lists and speak directly to their interests when crafting your emails, increasing your chances of conversion.
Establish Your End Goal
Before you begin writing your email, start by figuring out what it is that you want your audience to do. Are you looking to increase traffic to your website? Attend an event? Write a review? Then, what does a successful campaign look like for that specific objective? Not only will this strategy help you to write your send, but it will also prove to be beneficial when it comes the measuring its success and showing real, measurable ROI.
Once you’ve established a goal for your email, writing will be a breeze! Make sure the content provides your audience with enough information to pique their interest, but short enough to where they aren’t reading paragraphs. Call-to-action buttons (Learn More, Contact Us, RSVP, Book An Appointment, etc.) are particularly helpful in inciting action from your audience while increasing the chances of a click-through to a website or other landing page. Make the content as personal as possible. Sprinkle in verbiage that makes your audience feel like you’re just talking to them, as opposed to the hundreds of people on your list.
Mind Your Design
When writing your email, incorporate as much of your brand as possible – i.e. logos, color schemes, fonts, etc. so that it’s an accurate representation of your brand standards and so that your audience can identify that the email is from you and isn’t spam. Before you go ahead and schedule your email or press “send,” send a preview to yourself and view it on a mobile device, desktop and tablet to catch any formatting issues proactively rather than retroactively.
Consistency is Key
Remember when we were creating segmented email lists and asked our audience how often they’d like to hear from us? Well, it’s time to make good on those requests. Some people may want to hear from you once every week, while others may opt for less frequent communication. Or, if you can’t commit to sending more than a couple emails every month, tell them! It’s important to set a clear expectation up front and then follow through.
Email isn’t something you can “set and forget.” Every month, sit down and look at how each individual email performed. What were your open, delivery, and click-through rates? Does certain content receive more engagement than others? What kind of devices is your audience using to open and view your emails on? Do certain times of the (AM/PM) day have an effect on email performance? After each send, take a look at your email’s data and draw some conclusions in order to determine the most valuable content for your consumers and your business.
Want more? Let’s talk! TAG’s Digital Media Team can help you in all areas of Email Marketing – from design and email list creation to copy, and beyond!
Interested in: apparel, fashion and beauty – on a budget
By creating a persona that aligned with their brand and tailoring ads to speak to “Jenny,” Old Navy exceeded both of its upscale sister brands, Gap and Banana Republic, in profits.
So, after you’ve established who you’re talking to, along with their likes and dislikes, it’s time to figure out the best way to reach them. For example, if your target buyer persona is a sixty-some year old man, you’re going to use different strategies and platforms to share your messaging than you would if your persona was a twenty-something female.
Below we’ll walk you through what each living generation looks like, where they’re consuming media and how to target them with your marketing messages.
The first generation we’re visiting is the Baby Boomer. This generation spends the most money, yet they only make up 5-10% of digital marketing efforts.
Aged 54 – 72
Spend time reading blogs and online articles
Spend 27 hours per week online
19% more likely to share content than any other generation
Facebook is their most-used social platform
Watch an average of three hours per day of traditional TV, most likely to consume traditional media
Interested in products and services for themselves, their children and their grandchildren
Famous Baby Boomers: Fabio, Madonna, Phil Robertson
The Takeaway: Traditional media, for Baby Boomers, is still alive and well and a great way to reach members of this generation. A carefully crafted and targeted Facebook Advertising campaign is also an opportunity to reach members of this generation, especially with Baby Boomers being more likely to share content than any other generation. If you do decide to create Facebook Video Ads targeting Baby Boomers, remember that they shouldn’t be as fast-paced as a Facebook Ad targeting Millennials or members of Gen Z.
Members of Gen X make up 31% of the total U.S. income, yet they only comprise 25% of the population.
Aged 38 – 53
Make a middle class income
Outspend all other generations in: housing, clothing, eating out, and entertainment
81% have a Facebook profile and use it to keep up with their children and to consume news
Spend seven hours per week on social media
85% watch traditional TV, 62% read a newspaper and 48% listen to the radio regularly
Famous Gen X’ers: Brad Pitt, Cameron Diaz, Reese Witherspoon
The Takeaway: Traditional media continues to work with marketing efforts targeted to members of Gen X, with high consumption rates in traditional TV, radio and even newspaper. This generation is more likely to spend money on nights out and entertainment than other generations because of their middle-class income, so try a campaign geared towards selling them an “experience” rather than focusing on a specific product or service.
The largest group out of the living generations with over 92 million members in the U.S., and they make up a quarter of the nation’s population.
Aged 23 – 38
Least likely to shop for goods in-store
95% believe their friends are the most credible source of product information
Spend a total of $600 billion in the United States annually
41% use Facebook daily
Spend 25 or more hours per week online
65% start interactions with a brand online
Consume more digital video and media than the average person
Most used social platforms: Facebook (83%), Instagram (53%), Twitter (37%), and Pinterest (34%)
Famous Millennials: Beyonce, Justin Timberlake, Selena Gomez
The Takeaway: Millennials are learning about new products and purchasing them online so digital advertising is key. With this generation putting so much emphasis on peer recommendations as the most credible source of product information, encourage your social media followers to write a review of your business on Google or on Facebook. While not every review written will be positive, be sure you respond to everyone who takes the time to share their experience with your brand online. Doing so will build up your brand transparency - something that’s important to Millennials.
Makes up a quarter of the U.S. population and will account for 40% of all consumers by 2020.
Aged 6 – 22
Digital natives (they don’t know a world without the internet, smartphones)
Multi-task across five different screens
Have an attention span of 8 seconds – less than a goldfish
85% learn about new products on social media
50% of Gen Z’ers don’t think they could live without YouTube
24% think Facebook is for “old people,” but use the platform to stay in touch with family and relatives
Most used social platforms: YouTube (95%), Instagram (69%), Facebook & Snapchat (67%), and Twitter (52%)
Famous Gen Z’ers: Shawn Mendes, Kylie Jenner and Yara Shahidi
The Takeaway: With an attention span that’s less than a goldfish, it’s important to peak Gen Z’s attention in three seconds or less, otherwise they’re already scrolling onto the next piece of content. Then, once you do capture their attention it’s important to get right to the point – what do you want them to do? You’ll find success in reaching and engaging members of Gen Z with YouTube bumper and/or TrueView ads, as they’re most likely to be on YouTube than any other social platform.
Knowing your target audience is important to effectively market your business. For example, audience members for an interior design business are typically going to look, and act, a lot differently than audience members for a company selling beef jerky. Defining your audience is key in getting your business’ message in front of people who are ready to engage and convert.
Just when you think you’ve mastered marketing to Millennials, a new generation comes running through the doors full speed ahead. Allow us to introduce you to Gen Z.
Who is Gen Z?
Gen Z is the generation born between 1996 and 2012. There are over 23 million people in the U.S. alone who identify as members of Gen Z and it is considered America’s most diverse, multicultural generation to date.
Unlike Millennials, Gen Z is characterized by their initiative and entrepreneurial skills. They grew up during tough times (post 9/11, the recession) and over half of the generation is already actively saving for retirement, in fear that they will never have social security to claim.
Celebrity endorsements really resonated with a Millennial audience and this remains true when talking to members of Gen Z as well. But, Gen Z puts importance on transparency so if celebrities are in the ads they’re seeing, they prefer the endorser discloses that they’re getting paid to talk about a brand or product. Authenticity is (major) key!
What social platforms do they prefer?
While Gen Z spends most of their time on YouTube, they do still utilize other social platforms – but for different reasons.
They’re most likely to keep in touch with friends on Snapchat, while Facebook is where they keep tabs on Grandma. YouTube comes out on top for where Gen Z is interested in getting shopping recommendations (product reviews) and how-to videos (tutorials).
Gen Z loves technology – and as they should. They grew up with accessibility to technology and don’t know a world without the internet, cell phones or Mark Zuckerberg. Gen Z’s dependency on tech has already impacted the way businesses are marketing their products and services. They consume information online – with YouTube leading the charge. YouTube is how members of Gen Z learn how to change a tire, bake a cake, learn an instrument, and more! In fact, 95% of Gen Z uses YouTube regularly and 50% believe they can’t live without it.
With so much focus on digital, traditional media (TV) has taken a back seat. But don’t get it confused, video consumption continues to grow – it’s just on more non-traditional platforms like YouTube, Facebook, Instagram, Snapchat and ConnectedTV. In fact, these platforms are instrumental in getting video messages across to members of Gen Z.
How do I reach Gen Z?
Gen Z is really in-tune with brands that are being genuine and authentic in their marketing, more so than any other generation. They identify and focus on meaningful brand interactions and are most likely to dismiss marketing efforts that come across as insincere. Because Gen Z prioritizes transparency, social channels, like Instagram, give consumers the opportunity to
learn and interact with businesses more organically. Gen Z prefers unobtrusive brand messaging, which is evident in the rise, and success, of influencer marketing.
Your business can also reach members of Gen Z by creating a YouTube channel and uploading engaging and informative content. Or, if you’re looking for paid advertising opportunities, YouTube TrueView and/or Bumper Ads will deliver your messages on platforms Gen Z is already using in a cost-effective manner.
59% of 18-29 year-olds use Instagram (via SproutSocial) while Snapchat reaches 41% of 18-34 year olds in the U.S. every day (via Smart Insights). Needless to say, if you’re not on at least one of these platforms, you’re missing out on marketing to a large, and important, audience.
While Instagram and Snapchat are similar, the two cater to different audiences, with different content that can be interacted with in different ways, so we’re breaking it down to help you figure out which platform is best for your business.
Instagram was released in October 2010, just shy of a year before Snapchat’s launch in September 2011. Instagram and Snapchat allow their users to share their experiences through images, and both platforms eventually expanded to incorporate video.
Snapchat originated the “stories” concept early into its existence. A “story” gives you the option to share one or more photos and/or videos for up to 24 hours with your friends. Instagram implemented its “stories” feature in August of 2016 and, for many, blurred the lines between the two platforms. As you’ll learn below, Snapchat and Instagram are still very different when it comes to audiences and content.
Instagram caters to an older audience when compared to Snapchat. 59% of its audience is made up of 18-29 year olds, with 30-49 year-olds making up 33% of its audience.
Instagram’s audience base is also more educated than audiences on other social platforms. 37% of adults with some college experience use Instagram and college graduates make up 33% of its users.
Instagram’s income demographic reinforces the fact that its users are college educated, as 37% of adults who make more than $75,000 are on the platform.
Snapchat is the most-used social platform for people aged 12-24. In fact, 13-24 year-olds account for 60% of Snapchat’s total audience. According to MediaKix, 60% of college students would purchase from a brand if they were sent a coupon on Snapchat and 77% of college students use the platform daily, averaging 25-30 minutes.
(Fun fact: Kylie Jenner revealed in her E! series Life of Kylie that she pays nothing for advertising. The 20-year-old CEO of Kylie Cosmetics says that the only advertising she does is on her personal Instagram and Snapchat accounts.)
Snapchat and Instagram both offer a platform for people to share photos and videos, but the content being shared differs.
Content on Instagram is often edited and refined. Brands are easily found on the platform, and the content shared is accessible by anyone, as long as your account is not set as “private.” Posts on Instagram also have a longer life-span, as once they are “posted,” they’re available for people to look at and interact with forever (or until the person who posted it, deletes it).
Unlike Instagram, most of the content that’s shared on Snapchat is typically between two “private” accounts and isn’t open to the public. However, there are public profiles (brands, celebrities, public figures, etc.) and the content that’s posted from those accounts is raw and unrefined. This kind of authentic content really resonates with Gen Z, as they feel that the brands that share raw and real content are more trustworthy.
A lot of brands find success using Snapchat geofilters, which can be designed on Snapchat’s website with their pre-made templates, or personally designed and uploaded (Geofilters are photo and video overlays that are accessed within a set location). For example, if your business is putting on an event where you know a lot of its audience members will be on Snapchat (concerts, fairs, etc.), then a geofilter would be an easy, effective and cost-efficient way for that audience to interact with your brand.
The content is different on each platform, so the way it’s interacted with is different, too.
Content on Instagram can feature custom hashtags, users may tag other businesses or people, and there’s the ability to “like,” “comment,” “share,” “save,” and “send” photos and videos. In fact, 7 out of 10 hashtags on Instagram are branded, according to SproutSocial. Much like posts on Facebook, when you’re posting to Instagram, you also have the ability to select a location to associate your post with, giving that piece of content yet another way to be found.
When Snapchats are played, users have the ability to privately respond either via text or by snapping back a photo or video. Recently, Snapchat gave its users the ability to attach a link to their posts when users swipe up, giving brands the ability to track traffic from Snapchat more easily. On Snapchat, users can also see who has viewed their posts, who has replayed a snap and which users have taken a screen shot of the post.
What’s best for your brand?
Now that you know the differences between Snapchat and Instagram you could go frolic in a field and throw paper hearts in the air in celebration (thanks for the transition, Chris Pratt), OR you could get serious about your social strategy and call TAG! Let’s talk about which platform is best for your brand.
Mike Vondran, President/CEO
TAG Communications, Inc.
TAG Communications is pleased to announce the appointment of Kathleen Herber as our new Dubuque Market Director.
“Kathleen will be a tremendous leader for our Dubuque office. Her background and skill set will serve existing TAG clients well and also help in growing new business,” said Mike Vondran, President/CEO of TAG. “TAG is committed to providing solid communications leadership in this growing region, Kathleen will be a great business community partner.”
Kathleen joins TAG after a decade in the publishing industry where she was responsible for business development and account management.
TAG Communications is a full service marketing services provider serving businesses in nearly every industry. Since its founding in 1990, the company has specialized in strategic analysis and creative solutions that achieve results via the staff’s creative, responsive and cost-effective service to their clients throughout the nation. TAG Healthcare Marketing is a division of TAG Communications, Inc. For more information, visit http://www.tagmarcom.com/