Teavana is kicking off its seasonal happy hour promotion, "Summer Fri-YAY," offering free 24-ounce iced tea drinks in three new flavors today from 3 to 7 p.m. The company will continue the Fri-YAY events through Aug. 11, during which the chain will offer buy-one-get-one-free deals to customers who purchase 24-ounce cocktail iced teas on Friday afternoons.
The New York Times' chief revenue officer, Meredith Kopit Levien, talks about how the publication's "The Truth is Hard" campaign showcases its journalists' fight to bring trusted news to readers, and how the effort is paying off in terms of subscriber growth. "This is brand work, it is not direct marketing work," Kopit Levien says of the campaign.
New products and innovations from major food producers including Mondelez, Wrigley, Skinnygirl and Hershey represented the most-read food and beverage stories this week. Also in the top 10: Campbell Soup's $10 million investment in meal kit startup Chef'd and Cargill's protein business reorganization.
The era of "fake news" has led to an increasingly skeptical audience, which is why advertisers must tap into a mechanism consumers trust -- reviews and recommendations from peers, writes Trustpilot's Peter Muhlmann. Create places where consumers can leave reviews, engage regularly on social and digital forums, and respond publicly to people who have shared a negative brand experience.
The use of influencer endorsements is accelerating as advertisers try to connect with audiences skeptical of ads, and many are flouting Federal Trade Commission disclosure rules for that reason. "Knowing someone got paid to talk about something makes us much less likely to trust that message," Wharton marketing professor Jonah Berger says.
Mobile marketing began with billboards that appealed to the motoring public and is shifting to cars that are connected to the internet. Bill Ogle explores how marketers can take advantage of the technology as it relates to consumers on the go.
Anheuser-Busch will reprise its successful e-sports program, Bud Light All-Stars, for a second year. Since launching last year, the program has exposed viewers to over 3.6 million minutes of branded gaming content.
LinkedIn's advanced people-search tool can be used to build an audience for a targeted group, inviting them to join with personalized messaging. The group can help pinpoint customer pain points and foster trust by providing information to tackle their problems, Josh Turner writes.
A dozen professionals from Forbes Communications Council share insights they've learned from other sectors; for example, DataStax's Eric Brown advises communicating emotion first and facts second. Ambra Health's Mini Peiris says film studios like Pixar show business-to-business marketers the power of storytelling, with "emotional highs and lows, a hero and a villain, to make customer stories easier to relate to and more memorable."
Become a leader on social media by demonstrating knowledge, integrity, innovation and wisdom. Invest time in building an audience by engaging with key influencers and providing educational content that speaks to your community.
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