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Marketing for the Now: Back-To-School

25 ideas de marketing sacadas de «Marketing for the Now: Back-To-School», de GaryVee. Sobre todo de canales de adquisición, estrategia de contenidos y…

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Disena el evento como fabrica de contenido: cada rincon un set y la foto en el telefono al instante

Estrategia de contenidos

Al montar su fiesta gastaron dinero extra en iluminacion para tener aros de luz en todas partes, con la regla de que cada rincon fuera un punto de captura de contenido. Contrataron dos fotografos que actuaban de paparazzi con los asistentes y les hacian llegar las fotos al telefono en segundos para que las compartieran. Su criterio: si haces un evento y no tienes como amplificarlo, es como llevar arena a la playa.

correct yeah it was so funny like welld designing it we were like every little corner has to be a Content Hub so much so that we spent extra money on lighting to make sure that we had ring lights everywhere and and content first and one of my favorite added things is we had for the community day uh two photogra walking around acting like they were paps and they were papping our community and you immediately got those uh photos on your phone to share out right like everything was accessible within few seconds content first um video like all that that is 100% if you do these events and you…

Escúchalo en el minuto 38:09

Contrata marketeros que sepan crear, no solo comprar medios

Estrategia de contenidos

La recomendacion para el equipo de marketing es aprender fisicamente a editar y crear en el telefono, no solo entender metricas y compra de medios. En esta empresa lo revisan en el curriculum y preguntan en la entrevista si la persona esta realmente activa en las plataformas. No hace falta ser la cara de la marca, pero si entender como funciona.

organic but I think if people go back to school it's learning physically how to edit how to be on your phones how to digital creation of it like I know how to edit do all the stuff on Tik Tok and video first era so it's like you yeah cool be a Performance Marketing and understand metrics and how to buy media but it's like you actually have to know how to create and we look at that on resumés when we're hiring people we ask like are you actually active on the platforms what kind of like it is such a skill set that is so needed nowadays um the face of but understanding how how it works I think…

Escúchalo en el minuto 39:45

La seccion de comentarios esta infravalorada: comentar bien da una reaccion desproporcionada

Retención y relación con el cliente

El responsable de social de una empresa de software sostiene que la seccion de comentarios es hoy lo mas infravalorado de las redes, y que van a redoblar la apuesta en gestion de comunidad. Cuando la marca clava un comentario en el momento y lugar correctos (en un post de un influencer, de una celebridad o de otra marca) la reaccion es desproporcionada respecto del esfuerzo, porque la gente ve a la marca actuar como…

Instagram comments I think the comment section is like the most underrated part of social media right now um and there's you think about that yeah it's huge I think you know we we are doubling down in Community Management in 2025 you know sense but I mean to your point like you see really outsized reaction when you can like nail a comment or a top comment um especially when it's the right place sort of outsized reaction that we'll have like on an influencer post a celebrity post another brand post um when you show up again with the right human and humanizing your brand like I think when…

Escúchalo en el minuto 1:06:41

Cubre tu propio evento como una cadena de television cubre los Juegos Olimpicos

Estrategia de contenidos

Con mas de 10.000 personas de su comunidad creativa reunidas, tratan su conferencia como una oportunidad masiva de captura de contenido y este ano cambian el enfoque: operar como una cadena de television o una agencia de transmision sobre el terreno, cubriendo lo que la comunidad dice y hace. En paralelo invitan a los creadores y les montan sets y oportunidades para que produzcan sus propios contenidos, porque lo…

it's 10,000 plus of like you know the perspective you know we think about it as a massive content capture opportunity creatives coming there so how do we maximize you know their opportunities to make content both from giving them like opportunities to make it by giving them approaching it a bit differently this year by really trying to take a look at it like almost like we're a TV network know treating it really like a moment where we can like you know like like NBC covers the Olympics we want to cover you know our own conference like that and so those are the ways I think you can really…

Escúchalo en el minuto 1:09:44

Escucha donde los consumidores hablan entre ellos, no donde tu marca habla

Investigación de mercado y cliente

Ademas de los canales propios, hay que meterse donde la gente conversa sin la marca presente: foros de la comunidad del producto llenos de trucos y tutoriales, plataformas de video corto, comentarios, y comunidades cerradas donde unos ayudan a otros. La distincion util es entre el mundo en que la marca le habla al consumidor y el mundo en que los consumidores hablan entre si; ahi se entiende de verdad que sienten…

Photoshop there's a tremendous Reddit Community um you know that's constantly kind of doing tips and tricks and tutorials uh so many tips on those runit reddit's great and then I think there's also like you know newer platforms like Discord where there's tons of really great tight-knit communities um people helping other people people you know excited about right there's kind of the world in which the brand talks to a consumer but there's also consumers talking to each other and those are the most interesting conversations often is like how are people talking about you or your brand brand or…

Escúchalo en el minuto 1:06:19

Buscar mercados de oportunidad: canales con muchos consumidores y pocos dolares

Canales de adquisición

Los habitos de consumo cambian mas rapido que los presupuestos de medios, asi que conviene rastrear a que canales esta migrando la gente antes de que lleguen las inversiones de la competencia. Una marca de cuidado personal que compite con gigantes de consumo masivo usa esa brecha (atencion subvaluada) para pelear por encima de su peso y llegar antes y mas barato.

right now is finding those opportunity as quick to to pick up on where is the place that consumers are flooding to so look at those channels where you see more and more consumers going and not as much dollars going and I think that's where you find a lot of opportunity underpriced attention to capitalize on helping us punch above our weight so I

Escúchalo en el minuto 8:55

El gemelo virtual no debe ser una replica: dejalo en manos de los creadores de la comunidad

Canales de adquisición

Al vender un producto fisico que entrega un articulo virtual en una plataforma de juego, lo que aprendieron al consultar a la comunidad es que el articulo virtual no debe ser una replica identica del real: debe empujar los limites de lo posible porque es una plataforma virtual, y debe reflejar al creador que lo hizo, porque es a ese creador a quien la audiencia mira para inspirarse. La comunidad eligio los productos…

authentic to the community is we actually invited the community to be a part of that process so they chose the products that we were selling they created the virtual twin or virtual item introducing real world Commerce and they should educate us on what makes sense for the broader community and what we learned through those conversations is that these virtual items or virtual twins shouldn't actually be identical replicas of the real world item they should push the boundaries of what's possible because it's a virtual platform should be something that is also a as it relates to the Creator…

Escúchalo en el minuto 18:05

Meter influencers adyacentes dentro de tu propio contenido organico para salir de tu audiencia

Canales de adquisición

Toman a un influencer algo lateral al nucleo de la marca (por ejemplo, alguien de fitness que ya usa el producto en el gimnasio) y lo ponen a aparecer junto a los skaters y surfistas dentro del contenido organico propio. Asi la audiencia de ese influencer llega a la marca, y despues el influencer publica ese contenido en sus canales: buena parte del alcance fuera de su audiencia propia viene de ahi. Produce piezas…

then the way we get to extend that content is also U with the set of ambassadors and influencers we work with so sometimes we'll take a an influencer that's you know really part of our family that's a little bit left of center you know maybe a fitness influencer uh who loves skull candy wears our product in the gym and they might be appearing alongside one of our skateboarders or Surfers inside some of our organic content but then Their audience comes to Skull Candy we get uh you know a lot of our uh a lot of our reach outside of our own audience from influencers like that and then they go…

Escúchalo en el minuto 57:28

El consumidor es el jefe: la pregunta que desempata una discusion

Investigación de mercado y cliente

Cuando una decision queda en el aire y hay puntos de vista fuertes desde muchos angulos, la forma de destrabarla es devolver a todos a una sola pregunta: esto es lo correcto para el consumidor, es realmente lo que ella busca. Esa es la estrella polar que ordena el resto de las decisiones.

is very true back then and now I started with this the consumer is boss like really like any decisions that are up in the air and people are conflicted or like you know having some very strong point of views on from many different angles once we root everyone back is this going to be right for the consumer is this actually what she's looking for that will really be the Northstar and

Escúchalo en el minuto 50:16

Sembrar producto en 900 hermandades rindio igual que un evento con 50 Cent

Canales de adquisición

Una marca de bebidas sembro producto en mas de 900 hermandades universitarias y regalo merchandising a mas de 300 que lo pidieron: bastaba con escribirles. Los numeros de valor mediatico ganado de esa siembra quedaron a la par de los de un evento propio con 50 Cent tocando en Nueva York, con una fraccion del costo.

we decided to do a huge sponsorship and basically sponsor rush so we did over seed I think over 900 different sororities we gave away merch to over 300 if they asked for Poppy and reached out we gave them poppy it was literally Cherry Cola launch and we're seeing similar numbers from what we did with like 50 Cent performing and the whole La violin crew coming and everyone posting through EMV as what we did simply seating and working with people at po poppy at College the numbers are at par

Escúchalo en el minuto 32:31

Partir el mercado total en tres cohortes y crecer por circulos concentricos

Investigación de mercado y cliente

Dividieron su mercado direccionable en tres cohortes (activos, creadores de contenido y gamers) y para cada una tienen datos de quienes son, que hacen, por que lo hacen y cual sera el caso de uso del producto. Desde ahi buscan circulos concentricos (el que ama el skate y ademas le importa el fitness; el surfista al que le importa viajar) y deciden donde invertir, cuidando de no repartir el presupuesto tan fino que…

think about that yeah uh we we've identified our total addressable Market into three cohorts uh one is active one are content creators and third is Gamers uh in those we have uh very detailed uh data around who these people are what they do or why they do what they do uh what the use case for product is going to be uh and then we look at you know all of those concentric circles and cohorts of oh these people that really love skateboarding uh there's a big cohort that also happen to really care about Fitness or because maybe they're a surfer they really care about travel because they want to…

Escúchalo en el minuto 59:20

Resignificar una cancion vieja: el sonido es el dispositivo mas facil para que la gente cree contenido

Mensaje y copywriting

Tomaron una cancion de 1963 cuya letra decia que lo unico que tenia que hacer una mujer era gustarle a un hombre y le dieron la vuelta para decir lo contrario, manteniendo el titulo. Mas alla del mensaje, la razon practica es que la musica es un dispositivo creativo muy facil al que la gente se engancha para hacer sus propios contenidos.

but I thought the music was what really resonate with them it is an oldie but goodie um it came out in 1963 I think and it was actually a song which is a little bit more of a subversion also of what um Womanhood was back then right this lyrics of like how lovely to be a woman and have just one job to do which was to attract a man or like be pretty for a date like how good would it be if we modernize that if we like turn on its head and like portray what we're trying to to say um with that it's like but also the music as you as as you said it's a very very easy creative device to make it um…

Escúchalo en el minuto 46:27

Acepta lo que la comunidad te propone aunque no este en el calendario de contenido

Estrategia de contenidos

Una hermandad invito a la fundadora a hablar con su capitulo y, ya alli, a bailar con ellas; aprendio el baile en el momento, lo publicaron y se volvio viral. La resistencia tipica del marketero es que no estaba planificado ni en el calendario, y ahi se pierde la oportunidad: en la era digital hay que ir con la corriente, y los universitarios notan cuando te esfuerzas demasiado.

content one of them slid into my DM's here local Austin based at UT the Zetas and they're like hey you want to come by and just speak to our chapter I go by and then they're like oh by the way will you also be in a dance with us so they taught me the dance we did it it went wild wildly viral but it was just so organic and natural um and effortless College because college students know when when you try too hard um but we've recommend in this digital first era is Founders people be be like Tik Tok first think a lot of people are resistant to that if it's not pre-plan and it wasn't on the…

Escúchalo en el minuto 32:55

La fundadora estudia la plataforma cada manana y no lo delega en el interno

Marca y posicionamiento

La cofundadora es la cara de la marca y lo trata como herramienta de negocio, no como capricho: entra cada manana a estudiar la plataforma y conocer las tendencias, y explicita que no lo deja en manos del interno ni de la chica joven de la empresa. Ser digital y social primero esta puesto como valor central de la compania, y dice que se ve en los resultados.

community so with me as founder in the face I am a tool for Success at poppy right it's it's an added to thing that and like listen to them it's just so easy um personally so I get on I study the platform every morning I know the trends I I don't leave it up to the intern or the young girl in the company um it's it's part of one of our core values here and just to be digital social first and so we've made it a priority and we're seeing it payoff you

Escúchalo en el minuto 35:49

Miniaturizar el producto para encajar en una ocasion de consumo concreta

Oferta y precio

Una pasteleria recupero los cupcakes mini mirando la temporada de vuelta a clases: lo que el cliente necesitaba era algo para llevar a clase y compartir con profesores y companeros. Funciono y extendieron la miniaturizacion a las galletas. Es innovacion de formato guiada por la ocasion de uso, no por el producto.

the U Minnie's thing has been awesome U we had mini cupcakes before we sort of brought them back um because it really felt like something that our guest was needing and we were looking at the back to school time frame um and it's like what you want to bring to class and share or with teachers and friends and things like that um but we didn't stop there with the sort of minification of food has been a really fun thing and so we've miniaturized our cookies we're planning on other ways to sort of

Escúchalo en el minuto 23:05

Entrar a una tendencia solo cuando no te obliga a soltar tu voz de marca

Marca y posicionamiento

Sumarse a lo que es tendencia solo vale si es el momento y el lugar correctos para la marca y su mensaje. El riesgo real no es llegar tarde, sino perder la voz y el mensaje propios por correr detras de la conversacion; hay que escoger en que conversaciones se entra.

Trends in the wellness space we like to to lean into culture like a lot of brands do but we want to make sure it's the right time and it's the right place for Our Brands and message we're trying to say I think what's really important for us is jumping in and involving ourselves in Trends in conversations where it's right we don't want to lose our brand voice we don't want to lose our brand message in trying to to keep up with those Trends so that's that's

Escúchalo en el minuto 6:02

Lanzar primero por las comunidades de los talentos, acompanandolos en sus momentos reales

Canales de adquisición

La campana no arranco por los canales de la marca sino por las comunidades de las mujeres que la protagonizan, dando vida a sus historias donde su gente ya las sigue. En la practica significa estar con cada talento en sus momentos propios y reales (por ejemplo, cuando una recibio un premio de una revista de negocios, la marca estuvo ahi, con sus zapatos puestos, capturando el hito).

there I think uh it was very integral to this campaign the choice of women that we have and how strong their communities are as well so we were very very clear about um bringing to life their stories through their communities first um look so with eer Ray for example we really looked into like what are the businesses and and it's just being very authentic to like um what what she's moments She was recently for example um awarded by fast company as a top 10 innovators in the past 10 years and we were there with her with fast in fact company of course wearing our shoes first with with the…

Escúchalo en el minuto 48:11

Escucha a los jovenes del equipo: su instinto acierta aunque no tengan los datos

Estrategia y decisiones de negocio

Un responsable con anos en redes admite que lo que a el le parece culturalmente relevante puede estar pasado de moda, y que la gente joven del equipo tiene el pulso aunque no tenga los datos ni la experiencia para presentar el caso. Su conclusion practica es escuchar al equipo y dejar que el instinto de los mas nuevos pese en las decisiones.

about the gray hair is like a lot of it is listening to the younger folks on the team you know um like what I might think is like culturally relevant might be a little bit dated today uh but there are so many like smart young people around and I think it's really important to listen to your team you know like they have their finger on the pulse even if they might not have the you know the data or they might not necessarily have like the long expertise and how to PR these things like their gut is right you know and so I think a lot of it is just listening to to the team kind of like

Escúchalo en el minuto 1:05:14

Casting multidimensional: elegir figuras conocidas por una cosa y mostrar todo lo demas

Marca y posicionamiento

Una marca de calzado de lujo cuya imagen historica era en blanco y negro escogio un reparto de mujeres a las que el publico conoce por una sola faceta y conto el resto de sus vidas: la modelo que ademas es defensora de la salud materna, la actriz que es artista visual prolifica, la atleta que hoy activa contra el abuso sexual. El hilo comun es que todas son mas de lo que se supone, que es tambien la promesa de la…

you could ever imagine so we launched this campaign with Ali raceman Isa Ray Christy Turlington mingi luciu all who who are like multi- women like we chose them because the public know them about one thing right however when you really look at their story they they're not only that but they're more like Christie she's actually a maternal Health Advocate Lucy Lou not only an actress but a very prolific visual artist um Ali rman athlete and now uh really sexual abuse prevention Advocate as well so they were like so much more and so celebrating that with the heritage of Stuart wisman the result…

Escúchalo en el minuto 45:23

Un destino propio e inmersivo que acorte la distancia entre inspiracion y compra

Canales de adquisición

En vez de limitarse a la tienda, la app y el sitio, un retailer construyo un destino de marca propio, inmersivo y guiado por tendencias sociales, curado por las caras que mira la generacion siguiente. La actualizacion se ato al momento estacional (cinco dormitorios universitarios virtuales para la vuelta a clases) para que el contenido fuera contextualmente relevante y ensenara categorias que el cliente no asociaba…

they are online and shortening that distance between inspiration and yeah so Walmart realm is an own and operated brand destination it's an immersive Commerce experience that's driven by social trends it's curated by hopefully it's it's inspiring them and it's shortening that distance between inspiration and commerce it's also in uh the second of which was five virtual dorms which of course makes sense for back to school and back to college time

Escúchalo en el minuto 11:47

En una marca de estilo de vida lo organico pesa mas, pero el resultado comercial llega por lo pagado

Canales de adquisición

El director ejecutivo de una marca de audio sostiene que el permiso para publicar contenido organico creible viene de ser de verdad parte de esa comunidad: cuando un competidor firma con un skater y produce piezas muy pulidas, se nota que es un anuncio. Por eso lo organico les importa mas que lo pagado como marca de estilo de vida, pero reconoce que el exito comercial viene del pagado.

social uh so again for us I use the word authenticity a whole lot U you know we have the right to produce content and put it out organically that people can believe in and it's very clear that when you know potentially a competitor goes and uh does a deal with a skateboarder and creates very high polished content for their social campaign it's a clear advertisement it's on and on and on so uh organic is certainly more important for us as a Lifestyle brand than paid is uh but paid is definitely where the commercial uh the commercial success comes in

Escúchalo en el minuto 56:43

Una promocion estacional con organico e influencers mas pagado dio su mejor campana de video corto

Canales de adquisición

La marca de audio usa la vuelta a clases como uno de sus momentos grandes del ano para hablarle directo al publico de secundaria y universidad. La mecanica es mensaje por redes organicas a traves de influencers y embajadores mas campanas pagadas en las dos grandes plataformas sociales, y este ano esa promocion estacional fue su campana de mejor rendimiento en video corto hasta la fecha.

the moment in time so back to school is a big one for us so as as you mentioned you know we're on the tail end of our back to skull sale uh that gives us a great opportunity to speak directly to the consumer who's really in that high school and college age cohort um and the messaging is usually going organic social media through our influencers and ambassadors and then paid campaigns on meta and Tik Tok and actually this year the back school sale has been our highest performing Tik Tok campaign to date I love that so by the way Nate says

Escúchalo en el minuto 55:47

Roblox supera los 80 millones de usuarios activos diarios; ya van cinco drops de comercio real

Canales de adquisición

La plataforma de juego tiene mas de 80 millones de usuarios activos diarios, cifra que sostiene la apuesta del retailer por probar comercio del mundo real dentro de ella. Llevan cinco drops hechos con la plataforma y mas de dos anos operando alli.

to be as well yeah I mean like because we're such Believers in the platform and the platform has more than 80 million daily active users like it's a it's a place that we believe like the future of Commerce should be and so we partnered closely with Roblox on introducing a a real world Commerce test um we've done five drops this is such a big deal

Escúchalo en el minuto 17:29

De 200 vistas a 2.000 millones: las cifras de una marca de bebidas nacida en 2020

Estrategia de contenidos

La marca se lanzo en marzo de 2020, es la bebida de mas rapido crecimiento del pais y la gaseosa mas vendida en Amazon. En contenido empezaron con 200 vistas por video y hoy acumulan mas de 2.000 millones de vistas en la plataforma de video corto.

a half years old we launched March of 2020 and it's just been such a crazy ride I mean we're the number one selling soda on Amazon fastest growing beverage in the nation and it's just been pretty right I think we started out getting two views 200 views now we have over two billion views on Tik Tok I a third of

Escúchalo en el minuto 31:13

Mas de 3.000 asistentes en dos dias, el doble de comunidad que la vez anterior

Canales de adquisición

El evento de la marca en la semana de la moda de Nueva York, con un pilar de musica y 50 Cent tocando, reunio mas de 3.000 personas en dos dias y duplico la cantidad de comunidad convocada respecto de su evento anterior de enero, con filas de horas que programaron con actividades.

to do it on New York Fashion Week when our event we uh centered it around music which is culture pillar uh we had 50 Cent per form and then the community so had doubled the amount of community we had over 3,000 people show up over two days the line was wrapped for hours but

Escúchalo en el minuto 37:08

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