Tag Archives: marketing

How Instagram checkout works

Instagram has changed the way we consume fashion, food, and even entertainment. Most importantly, it has become a powerful window display for a new generation of brands and shoppers. It was inevitable for Instagram to get into mobile commerce. Late in March 2019, Instagram introduced the checkout feature, which allows consumers to purchase products without leaving the app. This new initiative is in closed beta for businesses, and currently available to the US market only.

How it works for the consumer

Checkout tags will show up on brands’ stories and feed. Instagram did not specify whether the tag could appear through influencer’s posts. When users tap the post to reveal the product tag, they will see a checkout option that replaces the current “view on website”. On their first purchase only, they will enter their payment information, which will be saved for future purchases. After their order, users will be able to track the package with a new “Orders” section on their profile with options to return, contact the merchant, or cancel the order.

How it works for the seller

In addition to having a more appealing ad platform, Instagram will generate revenue by charging the seller a nominal fee per transaction. While the selling fee hasn’t been revealed, Instagram did communicate that prices will not change for consumers. This means that sellers will have to cut their margin instead.
Instagram is accelerating mobile commerce. Will you be ahead of your competitors and conquer the “Social shopping” market?

Top digital marketing trends for 2019

What are the digital marketing trends for 2019 and how can you get ahead of the curve? Field Day has compiled four trends that we believe will have an impact in the coming year.

1. Social Channels are the new storefront

For a while now, e-commerce businesses have had the ability to link to their products or services from their social media posts and ads. However, in 2018, Instagram announced the ability to buy tickets and make reservations right on the Instagram app.
This is a big advance in social commerce, and we expect Instagram (and other platforms) to continue to expand and enhance this business model. We predict that 2019 will bring the ability to add products directly to a cart and complete the purchase – all within the Instagram app. This will remove steps and clicks from the customer journey and the fewer clicks, the more likely you are to complete the sale.

2. Visual search

While voice search gained popularity in 2018, we expect that 2019 will see the emergence of visual search. Amazon, Google and Pinterest are focusing on developing a stronger extension to SEO and will most likely be the main actors. According to Voluum, “Visual Search would identify objects within the image and then search for images related to those objects. For instance, based on an image of a bed, you’d be able to use visual search to shop for an identical or similar bed to the one in the image.”

3. Digital for good

The techlash was one of the defining shifts of 2018, according to Trendwatching. Consumers became aware of how algorithms track our online activities, access and analyze our personal data, and use it to influence our decision making – whether it’s to feed us ads for products it thinks we’ll like, or to influence our political decisions. In 2019 the techlash will continue, and we will see more brands leveraging and promoting their use of digital technology for social good.

4. Amazon will join Facebook and Google to form the digital advertising triopoly

In 2018, Amazon made strong moves in self-serve programmatic advertising, expanding the ability for brands to purchase ad space on its websites and through its ad platform. In the first quarter of 2018, Amazon saw its ad revenue grow 129%, reaching $2.2b. In 2019, expect for Amazon to become a key channel for digital media planners.

With 30 years of marketing experience, Field Day has a deep understanding of digital trends and how to apply them. We can help you to stay ahead of customers’ expectations.

Top sports marketing trends for 2019

What are the sports marketing trends for 2019 and how can you get ahead of the curve? Field Day has compiled three trends that we believe will have a big impact in the coming year. From weak signals to megatrends, these trends have already started to impact sponsorships, distribution, and even teams. Whether you are a team, sports organization or a business looking for opportunities in this sector, those trends should be considered in your 2019 marketing planning.

1. A flexible ticket sales strategy brings new customers

Freedom and flexibility are key customer strategies for any business. Leading sports franchises understand that not every fan can afford a full season package, and fans don’t necessarily want to be restricted to a specific number of seats for each game. Teams have long offered “mini packs” with a pre-defined set of games and “flex packs” where fans can choose their own games.

Some teams are now taking flexibility to the next level. The New York Jets have launched the first subscription-based mobile passes that allow fans to attend a predetermined number of games for a flat fee.

Organizations like the New Jersey Devils offer a “banking” system membership, whereby fans choose to make an advance deposit into an account, which is debited to purchase tickets throughout the season. Fans have the ability to choose from any game and any ticket quantity at discounted prices. They can purchase a single ticket or a block of tickets to a game. It’s a ticketing strategy that’s attracting a wider base of customers who appreciate that their favourite team is responding to their varied needs and interests.

2. Learning from the explosive growth of eSports

Efforts to commercialize esports and harness its audience engagement power are intensifying, and the sector is primed for further strong growth.

Sponsorships are bringing the money, representing 40% of the total market revenues. In Germany, McDonald’s switched from soccer to esports sponsorship, partnering with the German National Championship for video games, and ending a long time relationship with the German Football Association.

Smart sport organizations are redefining what it means to be a “customer”. It goes beyond “bums in seats” and merchandising. Teams can continue to expand the fan experience and can learn from esports innovations, particularly in fan engagement, live streaming and the event experience.

3. Tech giants will find their sports business model

In developed markets, pay television has been the engine of media revenue growth for two decades or more. It is clear that this model is being disrupted. The tech giants, particularly Facebook and Amazon, are challenging traditional sports media with Facebook acquiring the rights to the Spanish soccer league “La Liga” for the Indian subcontinent. The social network already broadcasts MLS in the United States at a reported cost of $1m per game, according to Nielsen. As with the rest of Facebook, the content is free but supported by targeted advertising.

Speaking to Reuters, Facebook’s director of global live sports said the La Liga streams would at first be advertising free, but it was considering how best to monetize them in the future.

The internet has globalized the fan base for teams, and in 2019 sports leagues and teams need to rethink their broadcast models. Fans wants and expect to be able to access every game from any location. Local blackouts only penalize your most die-hard customers. Just like flexible ticket packages, when leagues negotiate broadcast rights, they need to keep fan freedom and flexibility as the primary objective.

With 30 years of sports marketing experience, Field Day knows how to reach fans for sports brands and organizations. We can help you to stay ahead of customers’ expectations.

4 hot consumer and marketing trends for 2019

What are the upcoming media and marketing trends for 2019 and how can you get ahead of the curve? Field Day looked at a number of studies and we’ve compiled four trends that we believe will have an impact in the coming year. From weak signals to megatrends, those four trends have already started to impact our culture, and should be considered in your 2019 marketing planning.

1. Escape
In 2018 we were inundated with non-stop polarizing news. From the moment we awoke to a push notification on your phone, to the late night talk shows, it was the year of pro-Trump/anti-Trump, pro-Brexit/anti-Brexit, Apple vs. Samsung, #ilikebeer… For many, we’ve passed the saturation point and the anxiety and stress have become too much.

The result: we all need an escape. Trendwatching describes the 2019 consumer as “an escape artist, able to plug into a universe of their choosing”. From fantasy sports leagues to Fortnite, escaping the real world is becoming more and more important for consumers.

If your customer is escaping via Fortnite, you need to plug your brand into the Fortnite universe. Perhaps your customer demographic escapes to the oasis of art galleries or museums… or to spa getaways. As marketers, look at your customer demographics, determine the type of escape scenarios they are most likely to plug into, and then engage with them through that world. Better yet, create your own escape for your customers.

2. Body first
“Consumers are treating their bodies like an ecosystem and seeking solutions that complement their personal health and evolving needs.” This is a major trend highlighted by Mintel.

More than ever, in 2019 we will pay more attention to our health and choose activities that support this health-first self-image. Brands that respect and support the health of their customers will have a clear advantage. Supporting a healthy lifestyle can take many forms. For example, Timeshifter is an app that provides personalized plans to help people adjust to new timezones when traveling. Intermarche launched a pack of yogurt that contains the same recipe with decreasing amounts of sugar, to help consumers in their “sugar detox”. Is your brand doing its part to reduce energy usage? If so, make it part of your brand message.

As a brand, think about all the ways you currently support your customers’ healthy lifestyle, determine what additional “healthy” changes you can make to your processes, products or services, and brainstorm new innovations to improve your “health-focused” customer journey.

3. “Social” is more than an online marketing platform
Social marketing has seen a big rise in popularity and effectiveness in the last five years, but consumers are now expecting more from brands in their social feeds. In 2019, brands with a clear social conscience will lead the way with consumers. According to Shelton Group, 86% of consumers want brands to take a stand on social issues. In 2018, few campaigns were more popular than Nike’s Colin Kaepernick ad.

Consumers expect action more than words and pretty pictures. They want to align themselves with brands that reflect their own ethics and principles. For example, Starbucks closed 8,000 stores for racial bias training, while Patagonia sued the US government in a bid to protect Bears Ears National Monument and coordinated the fight to protect this public land.

4. Virtual companions
According to Nielsen, nearly a quarter of US households own a smart speaker. Today you can own a virtual assistant that can entertain, educate, mentor and even be a friend. Your Google assistant can place a phone call to book a restaurant or a hairdresser appointment. IBM launched an IA bot that mentors young entrepreneurs. KLM launched a city trip assistant: see it here.

AI is improving exponentially in speed and accuracy. Brands can respond instantly to consumer queries, and consumers receive efficient, immediate customer service, In 2019, consumers will expect even more, and better, AI assistance from brands. And they will be quick to reject unresponsive brands.

Beyond speed, brands should consider how their AI experience reflects their overall brand experience. According to Trendwatching, 72% of smart speaker users think “brands should have unique voices and personalities for their apps/skills and not just use the assistant on my phone”. How will you bring your brand to life through your virtual assistant?

Field Day has a deep understanding of consumer trends and how to apply them, and we can help you stay ahead of customer expectations and your competitors.

Who is most likely to attend your destination or event: city dwellers, suburbanites or rural residents?

In our 2018 Entertainment Survey, Field Day analyzed the differences between urban, suburban and rural dwellers when it comes to choosing a destination. The results showed two interesting points of differentiation:

    City dwellers attend more attractions, more often. People living in the city will attend on average 13 unique attractions per year (any entertainment destination including events, museums & galleries, theatre & performing arts, sports, etc.). Meanwhile, people living in suburbs attend 6 attractions, and those living in rural areas attend an average of 4 attractions per year.

    Diversity of attractions: City residents attend a much wider range of attractions than those who live in suburban and rural areas, including both mainstream activities (basketball and baseball, and larger performing arts organizations and museums) as well as more eclectic destinations (independent theatre and performing arts, festivals, cultural events, etc.). The more eclectic the activity, the less likely it is to draw audiences from outside the city core. Those living outside the city are most likely to attend family-oriented activities and sports. In fact, many family-oriented activities are much more likely to draw a suburban or rural audience than city residents.

Is there an opportunity to change this trend? If you are an independent theatre or a performing arts organization, how can you compel suburbanites to attend? If you are a tourist-oriented destination how can you increase your audience share of city dwellers? Our research shows that your advertising media mix can influence your success.

Most popular sources of information

As part of our study, we looked at the media sources that people rely on for information about events and destinations, and we saw that there are differences based on geographic location.

    Facebook is still king. Facebook remains the main source of information whether you live in the city (48.5% of respondents living in the city quoted Facebook as a source) the suburbs (48.55%) or rural areas (50.95%).<
    TV and radio are losing relevance with city dwellers. TV and radio advertising are not very efficient if you want to attract people living in the city (only 23.5% of people living in the city quoted TV as source of information, and 22% quoted radio). However, TV and radio are still a good options to reach suburbanites (34.90% rely of television, 35.9% mentioned radio as a source of information).
    Instagram is on the rise. Instagram is increasingly a popular source of information for people living in the city (24.6% and rising). While it is also increasingly popular among suburbanites and rural people, only 17.4% of suburbanites and 14.55% of rural dwellers quoted Instagram as source of information about events and destinations.

Our needs and biases clearly change depending on our geographic location. Understanding the how attendance patterns and media usage change by geographic location can help you to shape an effective and efficient marketing strategy.

With over 30 years delivering advertising strategies for major destination and event brands, Field can help you to drive audience growth.
For more information, contact Andrew Arntfield, President at Field Day Inc. at 416.408.4446 Ext: 226

CLICK TO DOWNLOAD THE FIELD DAY ENTERTAINMENT SURVEY EXECUTIVE SUMMARY PDF

The beauty of instagram goes beyond the visual

They swipe up and down, they hold-on, they click, they like, they repost. And they’re doing it at home, at work, in the park, on public transportation, and in every social setting.

Instagram has captured the imaginations of millions of users. And while it’s extremely popular with the younger demographics between the ages of 18 and 34, it’s also exploding in popularity with older generations.

The key to Instagram’s success: its simplicity. It does one thing, and one thing only, really well: sharing visuals of your experiences. It’s fast, easy and immediate. “Look where I am right now! Isn’t It beautiful and cool?” Ego gratification and envy play a big part in our addiction to Instagram.

Instagram is the perfect social media channel for destinations and events to increase desire and yes, envy!

According to Field Day’s 2018 Entertainment Survey, Instagram is the second most popular social media channel to learn about events and destinations, and it’s gaining in popularity daily. How can you leverage it to reach new customers, build desire, and drive attendance?

Stories and LIVE feature:

If “imitation is the sincerest form of flattery”, then Snapchat should be flattered that Instagram copied their “story” and live feed technology. These features allow users to be the storyteller of their own life, creating ongoing real-time diaries of their activities.

For event and destination marketing, Insta’s LIVE and Story can be used to extend the event experience. Brands can use these features to show followers aspects of the event that they otherwise wouldn’t have access to: they can go backstage during a concert, drop in on rehearsals, watch the “real-time” installation of a new exhibit at a gallery, visit with the cast of a play during intermission… all from your sofa at home. When used effectively, you immerse your followers in your experience before they even attend. The end response: “So cool! Next time I’ll definitely book a ticket and I’ll be there”.

An array of ad options – Paid, Sponsored, Targeted:

As an advertising medium, Instagram began as the little brother of Facebook, but brands are discovering the effectiveness of using IG’s features to reach new audiences. The key is to understand how users interact with Instagram. Whether it’s video, image carousels, or retargeted static images, make sure your advertising content is simple, bold and visually compelling so that it stops users from scrolling past it.

Platforms like Instagram are always adding new features (like e-commerce) and it’s crucial for brands to stay current on the features of any platform and look for creative ways to leverage their potential to reach new audiences.

For more information, contact Andrew Arntfield, President at Field Day Inc. at 416.408.4446 Ext: 226

CLICK TO DOWNLOAD THE FIELD DAY ENTERTAINMENT SURVEY EXECUTIVE SUMMARY PDF

Seniors are breaking the internet

Do you remember the uncomfortable feeling you had when your grandmother first commented on one of your Facebook posts? Or when you discovered she had an Instagram account?

Seniors have many reasons for starting their e-journey: Facetiming with their grandkids, texting their friends, managing their money, accessing their local library… Given how digitally connected the world is in 2018, it was inevitable that seniors would find their way online.

Field Day recently studied changes in media use in the two years between February 2016 and February 2018. People were asked to name their sources of information for events and destinations. One of the results of the study: there has been a clear and dramatic rise in use of digital media by those over 65 years of age.

Facebook use by those 65+ increased from 26.92% to 38.24%, Instagram from 0% to 4.41%, and e-mail from 31.45% to 49.29%. Meanwhile, traditional media use declined – especially reliance on newspapers, radio and television.

This trend will continue in the future as tech-savvy boomers move into retirement. As well, our research shows that seniors are looking for activities that provide inner fulfillment and connection to the world around them: travel, arts and culture, philanthropic or community-based activities.

While many organizations are focusing on how to engage young consumers in order to “future proof” themselves, seniors are a viable segment who can be reached with an effective digital marketing strategy. One example: employing senior e-influenceurs.

Field Day understands how and why consumers make their arts, sports, destination and travel decisions. We identify viable target segments for our clients and create compelling marketing campaigns that drive attendance.

For more information, contact Andrew Arntfield, President at Field Day Inc. at 416.408.4446 Ext: 226

CLICK TO DOWNLOAD THE FIELD DAY ENTERTAINMENT SURVEY EXECUTIVE SUMMARY PDF

The limits of digital entertainment

Digital has an increasing impact on how we experience an event. Regardless of our age, we now expect digital engagement as part of our experience – whether it’s an art gallery, a concert or a sports event.

But how far should the relationship between digital and physical entertainment go? Will it reach a point where we skip the actual event for an even better virtual experience?

Field Day’s Account Manager Leah Rose and President Andrew Arntfield give us their perspectives on “digital vs real”.

How to identify and engage new target segments

We’ve all heard someone say “Museums aren’t my thing”, “Baseball is not my thing”, or “Travel isn’t my thing”. No matter what your organization does, whether it’s culture, tourism, sports or an event, there will always be people who have no interest or affinity in your offering.

What is the Culture Bubble?

We all live in bubbles, and our bubbles contain all of our cultural and entertainment interests: the music we love, the events we attend, the leisure activities we enjoy. Everyone’s bubble is different; the size and shape of our bubble is defined by our needs, our biases, and our environment.

The good news is that our consumer research shows that there are clear demographic trends to the Culture Bubble. Field Day has used this data to identify viable new target segments for our clients.
 
If you understand the defining needs and biases of your target segment, you can modify your offering, your messaging or your marketing tactics to meet those needs… and to move your brand INSIDE their Culture Bubble.

As part of Field Day’s work for event, destination and cultural organizations, we’ve helped many venues to attract new target segments.

Is targeted marketing limiting your reach?

There has been a backlash from consumers in the wake of the ongoing news about Facebook and its use of customer data. Yet consumers don’t give much thought to how pervasive online targeting actually is. 

Digital marketing gives us the ability to be extremely precise with our targeting. Are you promoting a tennis tournament? You can target by demographics, geotarget, retarget, or target only those who have a stated interest in tennis. It’s efficient and measurable – important considerations when you’re working with limited advertising dollars.

But when you’re preaching to the converted, aren’t you also limiting your reach?

In this third installment of “Boomer vs Millennial”, Andrew and Leah talk about Facebook, data and targeted marketing.