Category Archives: Blog

An Integrated Pandora Spot

Since I spent ten years as a DJ, you might have guessed that music is a particular passion of mine.  I’m less passionate, though, about the commercials on the radio interrupting my daily commute.  In fact, interruptive ads of any kind drive me crazy. This includes TV commercials, pop-ups, and any ad that distracts me from what I was doing.

I’m not the only one who hates this kind of advertising.  How, then, should marketers try to influence people like me?  With integrated marketing, of course:  adapting the ad creative to fit its environment.

Here’s an example.  In this script, designed to be played in the midst of an episode of The Flash, we are able to integrate the ad’s message with the show by featuring one of the characters.  This script features Dr. Cait Snow, a supporting character from The Flash, while she’s out for a drive.

Integrated Ad Example Script for Pandora

[CAIT is driving a sports-car on a scenic mountain road.  She turns on the radio.  USED CAR SALESMAN appears in her passenger seat.]

USED CAR SALESMAN:  Don’t you just hate it when…

[CAIT frowns, and changes the station.  USED CAR SALESMAN disappears and NEWSCASTER appears in his place.]

NEWSCASTER:  It seems like sometimes you turn on the radio these days…

[CAIT switches the channel.  NEWSCASTER disappears, and ANGRY TALK SHOW HOST appears]

ANGRY TALK SHOW HOST:  [Yelling] …and some of these IDIOTS they just talk and talk and there’s nothing but …

[CAIT switches the channel.  ANGRY TALK SHOW HOST disappears and SNOWFLAKE disappears.  He is dressed in a snowflake costume.  Static is heard from the radio.]

SNOWFLAKE:  [Sound cutting in and out]:  …You can barely hear …

[CAIT switches the channel.  SNOWFLAKE disappears, and DJ appears in the passenger seat, with VOCALISTS in the back seat.]

VOCALISTS:  [Singing:]  The music –

DJ:  All right, that was a great song!  And we’ll be right back with more after these –

[CAIT changes the radio from FM to Pandora.  DJ disappears.  VOCALISTS resume singing.  CAIT looks satisfied.  Camera zooms out to show CAIT enjoying her scenic mountain-ride while the music swells.]

***

END

 

 

Putting Channel Orchestration into a Magical Context

Those who know me will tell you that I’m a real nerd at heart. When I’m not composing phat tweets for Sonoran Schools or DJing up a storm, I love to play the card game Magic: the Gathering.  If you’re not familiar with it, I won’t burden you with the details, other than to tell you that it’s a strategy-based game that rewards creativity and critical thinking.  Recently, in the midst of a bout, I made a connection.  Just like sports coaches will draw metaphors from volleyball to life, I started connecting the game to my work.

It’s All About Value

Although there are dozens of strategies to winning Magic, my favorite way is to rely on value.  Here, value is defined as card advantage: if your opponent is attacking you with a Crazed Goblin card and a Lightning Dragon card, and you are able to obliterate them both with a single Fireball card, then you have just gained card advantage.  Since both players start with an equal number of cards, if you can consistently maximize card advantage, you will almost always win.

In Magic, veteran players achieve this extra value by cleverly integrating synergy into their decks.  They understand that real value isn’t achieved through a single powerful card, but in the interplay of all the cards to achieve the deck’s strategy.

This general concept correlates to digital communications as well.  By considering how each message you craft interacts with the others to support the strategy, we can gain extra efficiency.  To maximize the possibilities, we should consider participation in new channels and see how they support our mission.

Putting It Into Context

Forrester Research identifies this concept as “channel orchestration.”  It’s “an approach to marketing that focuses not on delivering standalone campaigns but instead on optimizing a set of related cross-channel interactions, that when added together make up an individualized customer experience.”

In their 2016 State of Marketing ReportSalesforce determined that “top teams are 3.2x more likely than underperformers to strongly agree they’ve integrated their social media activity into their overall marketing strategy. High performers are also 3.4x more likely to strongly agree they’ve integrated their email marketing — and 5x more likely to have integrated their mobile marketing — with their overall marketing.”

Convinced yet?  If you haven’t already incorporated channel orchestration into your organization’s marketing strategy, get on it!  Start blasting those Crazed Goblins and Lightning Dragons hindering your organization’s marketing efforts , and build a strategy that can win.

I Can Help

If you need some help, or if you have any questions, I would love to be of service.  Feel free to message me at my LinkedIn page, or share your thoughts in the comments below.

 

Digital Thought Leaders We Should All Be Following

My own philosophy in marketing stems from a strong grounding in sales: door-to-door, retail, and online. Regardless of your experience, though, you might learn some things (as I have!) from these influential thought leaders.

HEADS UP:

Because this blog is designed to land me a job, I’ll spend significant time relating each thought-leader back to myself and my work.  Normally, I wouldn’t do that, because it reflects a level of self-absorption that I abhor.   In this case, though, I think it’s valuable for hiring professionals to see my thinking, so I’ll share a little about my experience with each, and also how they’ve affected my work.

Chris Brogan 

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I first started following Brogan before I began my graduate studies at SNHU.  At the time, I was focusing primarily on developing the marketing for my DJ business, and I appreciated Brogan’s very laid-back, affable approach.

Although I don’t like to sound like a fanboy, in my mind Brogan embodies the ideal of marketing:  he provides a ton of real value, is great at building personal relationships, and is straightforward about when he’s selling.  He is a master of the email list, and inspired me to develop a video-email approach that I used to capture more clients.

Ann Handley

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Storytelling is something that I get excited about.  I wrote and directed a few one-acts as an undergrad, and have always enjoyed writing short fiction.  I was never able to connect it to marketing though, until I heard Handley say, “Great content isn’t storytelling; it’s telling a true story well.”

Personally, I thrive in that paradigm.  It allows me to think creatively, which I enjoy, while providing a scaffolding of truth.

Neil Patel

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I only recently began following Neil Patel.  I was looking for new ideas to promote Sonoran Schools, the charter school for which I run the marketing program.  His approach is overwhelmingly value-based.  In feature-length informational webinars, he lays out practical strategies and best-practices for increasing traffic and conversion.

Based on his recommendation, I developed a remarketing program that we used to reach prospective students and their families.  I was rather proud of that campaign; its relevant metrics were significantly higher than the industry average.

Gary Vaynerchuck

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Whenever you need some motivation, Gary Vee is the man to turn to.  To start off a long day I like to get pumped at the gym; to get into a productive headspace, I like to listen to Vaynerchuck’s podcasts.  In addition to doling out valuable insights, he has a common refrain: success is something you work towards.

His steadfast belief in Snapchat as a powerful platform inspired me to explore the platform.  At first I was doubtful.  The only people that I know it are my wife’s middle-school students.  But the data doesn’t lie – Snapchat has overtaken Twitter to become the third most widely used social media site among 18–34 year olds and is the single most popular social media among teens according to a study in Computers in Human Behavior.

I’d love to hear your thoughts, or if there are any thought-leaders that you think deserve a spot on this wall.  Share your thoughts in the comments below, or hit me up on LinkedIn.

What’s with this picture of me in front of a waterfall?

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Thanks for visiting my website!  Here, you’ll find my portfolio of notable marketing accomplishments, a résumé, and my job-seeking blog.  And, of course, this snazzy photo of me in my tuxedo standing in front of a waterfall.

I don’t always wear my tux when I visit waterfalls. But, for the last decade, I’ve been running a wedding DJ company, and this was my best headshot.  I wanted to include a headshot in this post for two reasons.

First, research shows that having an avatar will dramatically increase conversion.

Second, I wanted this opportunity to show YOU that I know the importance of making marketing decisions based on data.  Why?  Because if you’re reading this page you’re probably a hiring official, and I am looking for a job.

You see, in addition to data-based decision-making, I like to use narrowcasting to reach my audiences with personalized content.

After you’re done enjoying the photo, please take some time and check out the portfolio documents page.   They will give you a taste of what I’ve been working on in my graduate degree, and in the last two years where I’ve been working as Marketing Coordinator for Sonoran Schools.

I’ll also be regularly updating this blog.  But, if you can’t wait until next week to hear from me, or if you just want to share how much you loathe this (admittedly) irreverent blog, feel free to contact me.

I can always be reached at AndrewScottWagner@Gmail.com, or by phone at 520.471.3605.