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4 Essentials of Startup Branding from The Ad Club’s 2017 Brandathon

4 Essentials of Startup Branding from The Ad Club’s 2017 Brandathon

by Katie Martell @ THE BLOG -

What happens when ten Boston-area startups meet ten of Boston’s best creative agencies?

 

Brandathon, that’s what.

 

The Ad Club President Kathy Kiely admitted in her opening, “we’re not supposed to pick favorites… but this is our favorite event.”

 

And I totally get it.

 

This event checks every box. It’s a pure celebration of the sheer work that goes into brand building, the creativity behind well-loved marketing ideas, and the strategy and research required to deliver a message that is both relevant and remarkable.

 

But, perhaps the most entertaining piece of this evening is the art of the agency pitch.

 

Imagine if Don Draper had access to Photoshop and embedded .gifs in PowerPoint slides. Then, add puns. Brandathon’s audience is given front-row access to see the type of performances that win these agencies global name-brand accounts. A truly remarkable experience.

 

This annual Ad Club event (now in its fourth year) includes 10 marketing teams who work for 72 hours to develop a new brand for 10 of Boston’s most promising startups.

 

It’s a coveted position to be in, as evidenced by the swell of applicants this year. 150 companies applied for ten spots. These startups, many lacking dedicated marketing resources of their own, know the competitive advantage of a strong and well-conceived brand.

 

For example, a 2016 Brandathon startup Tranquilo took the new branding work developed by 36creative all the way to Shark Tank, ending up with a deal from Robert Herjavec, and going on to grow “from 5 figures to 7 figures in less than a year” according to CEO and founder Melissa Gersin.

 

This year, Arnold took the top spot for a hilarious rebrand of Kulisha chicken feed. (Yes, really, chicken feed.) In second place was 36creative for their work with OatShop, and finally, Genuine Interactive secured third place for their meaningful revival of CommonWealth Kitchen.

 

 

 

Other participating startups this year included WA11.ST, HipChip, Janji, Nomsly, Sheprd, and Solstice, receiving new brand design and ideas from creative teams including Forge Worldwide, GPJ Experience Marketing, Racepoint Global, SapientRazorfish, Small Army, and W-9.

 

This was a night of creativity and humor, but also a reminder of startup branding basics:

 

1. Branding goes beyond packaging

 

When you think of branding, you may consider a website, logo, business cards, and of course the packaging a product may come in. But, we were reminded this evening that a brand is truly comprised of all the touchpoints a customer may have with an organization.

 

Agencies tonight presented each startup with ideas to bring their brand recommendations to life far beyond the initial website or package design, well into the lifecycle of a customer. Many entrepreneurs forget to consider that their brand is the sum of an experience a buyer has from before the purchase to after the sale, not only the wrapper to their product.

 

2. Customer-centric branding wins

 

Many startups describe what it is that they do in terms of the products or technology they provide.

 

But, as each brand makeover demonstrated, product-centric branding is only so effective. When a startup is ready to for real growth, their brand must reflect customer-centric ideals.

 

This begins with the audience being served, and working backwards to design an identity and a message that speaks directly to them - in their language, and addressing their problems, first.

 

3. Simple and approachable is best

 

For many of these startups, the biggest change to their original messaging came in the form of simplification.

 

These agencies know through their work with consumer brands worldwide that less is often more, especially when a consumer is faced with a new brand for the first time. Buyers (and all humans for that matter) make a split-second judgement call. That moment of truth is where the power of a good brand comes into play - and where the danger of complex, confusing branding creates problems.

 

Throughout the evening we saw taglines shortened, websites streamlined, and jargon/buzzwords banished. Each agency helped to make their startup clients more approachable, their mission and value clear, and their relevance to the buyer easy to understand.

 

4. Startups need a cohesive brand narrative

 

Many startups will cobble together their initial attempts at branding using an affordably-made logo, accessible Wordpress template, and whatever free stock imagery they can access. (Resourcefulness is the name of the game for early-stage businesses, right?) But for those companies seeking to grow, a cohesive brand narrative is a paramount component of building a business.

 

Each pitch tonight featured a narrative that reflected the brand’s founding story, values, personality, beliefs, and identity. The art of articulating all of this in a set of imagery, colors, and copy is exactly what makes this profession so difficult - and what made each pitch so impressive.

 

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Brandathon 2017 was special - the energy and passion of both brands and agencies were on full display. Nearly every startup here knew the biggest problem they faced in this nascent stage of their businesses was creating awareness, and for each of them, a cohesive brand is an invaluable gift, as it serves as a launch pad for all future growth.

 

Diane Hessan, Brandathon Committee Chairperson summarized it best, sharing in her introduction, "when I founded my own company, the idea that I could have this level of access to the great, creative agencies of Boston was simply incomprehensible.”

 

This was an event that really could have only happened here in Boston, reflecting this city’s unique mix of entrepreneurial strength and world-class marketing fortitude.

See you in 2018.



 

John Lewis says Christmas offer must be ‘irresistible’ amid weaker consumer demand

by Thomas Hobbs @ Marketing Week

The retail giant says consumer demand for big-ticket purchases is now ‘more difficult', putting more pressure on the John Lewis Christmas campaign to succeed.

The post John Lewis says Christmas offer must be ‘irresistible’ amid weaker consumer demand appeared first on Marketing Week.

Why Brands Need to Branch Out From Product-Focused Content

by Melanie Deziel @ Dove – The Content Strategist

The old adage "write what you know" may be a bit misleading when it comes to content marketing.

The post Why Brands Need to Branch Out From Product-Focused Content appeared first on The Content Strategist.

“Human sources will always be the bedrock”

by Gašper @ Marketing magazin

  An award winning journalist was recently declared as one of the most influential British journalists. Moreover, Calvert achieved a global recognition with a piece on corruption in FIFA, which eventually led to the fall of senior FIFA officials. Together with his colleague Heidi Blake he described the sensational investigative process in The Ugly Game book. […]

The post “Human sources will always be the bedrock” appeared first on Marketing magazin.

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5 Things Great Product Marketers Do

5 Things Great Product Marketers Do

by Katie Martell @ THE BLOG -

Something not many people know about me is that I’ve got a twin sister.

She’s brilliant. If you are into the left-brain right-brain dichotomy of categorizing people, then she is the pragmatic left with a PhD in biochemistry and I the demiurgic right with a career in marketing communications and a propensity for trusting my intuition.

As everything in life, however, we both exhibit a holistic blend of both left brain logic, and right brain creativity.

In the industry of marketing, we are often quick to separate those in our profession into these two categories - data-driven and analytical marketers against creative, visual, and artistic. Whether you’re left, right, or center…  marketing is about empathy.  

I’ve written before about the need to tap into not only both sides of that three pound lump in our heads, but also another vital organ in our systems:

“The new truth is that marketing is a trifecta of art, heart and science.”

And while it’s true that many of our colleagues could be easily categorized into one or the other, the best marketers I’ve seen are a stellar mix of left brain, right brain and empathy. And perhaps nobody characterizes this blend more eloquently than a great product marketer.

5 Characteristics of Great Product Marketers

One of my very favorite people in this world is Hally Pinaud, a product marketer at Marketo. She’s the best at what she does, and we are all going to be very lucky to work for her someday… until then, her and I recently chatted about what great product marketers look like:

1. "They are great storytellers, but never tell a fairytale." 

Studies show that our brains (those three pound lumps I mentioned earlier) are not hard-wired to understand logic or retain facts for very long. They are wired to understand and retain stories. When used right in marketing, with emotional drivers and authenticity, storytelling results in persuasion and action.

Great product marketers understand their product, of course, but more importantly they understand how it connects to the pain of the buyer. They should articulate that story better than most, putting it together in a powerful way that resonates with a customer's day-to-day life. They not only do it for themselves, they can scale it to the rest of their organization, leading me to our next trait:

2. They are great trainers

Not only can great product marketers tell good stories that tie product back to a problem, they can equip the organization to do the same. A hallmark of great product marketing is their collateral. Good collateral does a lot of the heavy lifting for somebody – but it's not enough by itself.

A PDF can't teach someone when, and how, to use it effectively. Research has found that up to 70% of B2B content goes unused (SiriusDecisions), partly due to its irrelevance, and partly due to a lack of training.

Product marketers must therefore be excellent trainers, able to put tools in front of people and teach them to look for the right clues to leverage them correctly. When in the sales cycle, or in the lifecycle of a customer, is this part of the story relevant? When in that lifecycle are you making this connection?

They must not only create content that moves people along a journey, demonstrating how the solution can solve for pain every step of the way, but articulate when and where to use that content in context. Excellent product marketers are able to evolve from simply equipping the team to true empowerment.

3. They understand the lifecycle – yes, including post-sales

Speaking of lifecycle, great product marketers have a keen understanding of the whole lifecycle of a customer, not just up to the point of acquisition, but also what comes after. They understand meeting with current customers, and knowing the process, can illuminate whether what you’re doing delivers the right level of impact to them.

While many product marketers are great with sales, see my next point, they often risk ignoring the post-sales team. In an age of buyer mistrust and strong competition, our post-sales team is critical to delivering the type of customer experience that creates advocates.

This team brings the product vision to reality, and forms the very foundation for word-of-mouth marketing. For product marketers to have true impact, they’ve got to foster clarity and collaboration with this often grey area of the customer lifecycle.

4. They respect and work with sales

This really should be point #1. One reason I’ve always respected, admired, and appreciated great product marketing is their position within the organization, connecting product development and management to the marketing team, and most importantly acting as a liaison to the front lines of the business, sales.

More than a liaison, great product marketers understand and respect the profession of sales. They forge powerful partnerships that transcend a near-universal narrative of “animosity” that predicates the sales and marketing relationship. They respect that intangible aspect of great sales that requires a high level of emotional intelligence (or EQ) – that je ne sais quoi that you can’t teach.

Product marketing gives sales the ammunition they need to have honest conversations with people, making sure they’re informed so they can channel that EQ in an authentic way. That means being a realist, giving them real-world examples of your competition – the good, bad, and the ugly. They have to speak authentically, and informed, about shortcomings in order to do what they do best.

Great product marketers challenge their colleagues across the organization to do their best work, and trust that they will.

 5. They work in the grey areas

“People are delighted and deals are won in the grey areas.”

This was one of my favorite quotes from Hally, who explained that a great PPT deck can’t get into the nitty gritty of a customer’s experience. Every buyer is different. The ultimate role of a great product marketer is to ensure their organization has empathy for these grey areas, and feel empowered to make decisions with authenticity and realism that allows them to operate in good times and bad.

At the end of the day, product marketing sits in a very strategic arm of the organization. Blame comes to them when things don’t go well, respect comes when they do. There's no mystery why the good ones are in high demand. As someone who comes from and gravitates to the wedge of the marketing pie chart that deals with comms, I find good product marketers to be inordinately invaluable.

I raise my glass (err… of coffee) this morning to each of you. Happy Monday.

Thank you to Hally for these insights - you can follow her on Twitter here.

 

This post originally appeared on LinkedIn

Stereotypical TV ads ‘causing resentment’ among consumers

by Leonie Roderick @ Marketing Week

TV advertising still relies too heavily on outdated stereotypes, new research suggests.

The post Stereotypical TV ads ‘causing resentment’ among consumers appeared first on Marketing Week.

International round-up: Facebook fined in Spain, L’Oréal uses AI to target Chinese shoppers

by Charlotte Rogers @ Marketing Week

Plus marriage equality opponents in Australia outspend their opposition by nearly 500% in TV advertising and B&Q faces disruption from a French DIY website.

The post International round-up: Facebook fined in Spain, L’Oréal uses AI to target Chinese shoppers appeared first on Marketing Week.

New Video: 3 Causes of Marketing Colony Collapse

by Lisa Nirell @ EnergizeGrowth

You may have heard about Bee Colony Collapse, which has generated great concern among noted scientists. The catalysts for the precipitous decline in bee colonies are unknown, and there is much debate about the cause.. Here in Virginia, hive populations have dropped by two-thirds since 1970. The potential impact on our ecosystem and food supply is devastating. Although […]

The post New Video: 3 Causes of Marketing Colony Collapse appeared first on EnergizeGrowth.

#speakbeautiful

by Rachel Fuhrman @ Dove – Social Media Marketing

Dove is a skincare company with a mission that is far from solely focused on the skin deep surface. Dove has made itself a leader in the movement for women empowerment and self confidence. The company has been able to … Continue reading

Amazon reveals how it thinks about advertising

by Sarah Vizard @ Marketing Week

The retail giant is rapidly building out its ad business but says marketers should think of it as a way to add value to the customer, not just as a sales tool.

The post Amazon reveals how it thinks about advertising appeared first on Marketing Week.

Ed Pilkington: Marketing success requires an appetite for risk

by Ed Pilkington @ Marketing Week

People have different relationships with risk, but most businesses would be better off if they freed staff from the fear of failure and encouraged experimentation.

The post Ed Pilkington: Marketing success requires an appetite for risk appeared first on Marketing Week.

Life’s too short to not change your job

by Gašper @ Marketing magazin

According to the agency, the main idea lies behind an insight that more than 80 percent of Serbians are frustrated with their current job. Job change presents the fourth biggest change in their life. How to encourage the individuals to get their life in order and change their job. The campaign features well known figures from […]

The post Life’s too short to not change your job appeared first on Marketing magazin.

The Best of Global Digital Marketing in Manila, The Philippines

by Best Marketing @ Best Marketing

21st July 2016 In cooperation with Adobo Magazine  

Morrisons on how staff are inspiring both its marketing and turnaround

by Thomas Hobbs @ Marketing Week

Morrisons' top marketer discusses the brand's ongoing turnaround, the Amazon deal and his expectations for Christmas.

The post Morrisons on how staff are inspiring both its marketing and turnaround appeared first on Marketing Week.

UK publishers also lag in adopting ads.txt

by Jessica Davies @ Digiday

"While the tool is not a complete fix to all ad fraud, it's a significant step for buy and sell side to combat what is a growing black market."

The post UK publishers also lag in adopting ads.txt appeared first on Digiday.

How Dove’s Real Beauty Video Touched a Nerve and Went Viral [VIDEO]

by Dawn Papandrea @ Dove – The Content Strategist

The heart string-tugging video, created by Ogilvy & Mathers Brazil, has social and mainstream media buzzing. Here's why.

The post How Dove’s Real Beauty Video Touched a Nerve and Went Viral [VIDEO] appeared first on The Content Strategist.

RecSys 2017 conference on algorithmic recommendation has started

by Pierre-Nicolas Schwab @ Market research consulting

I’m on my way to the RecSys 2017 conference, a conference opened to academic researchers and practitioners working on algorithmic recommendations. Such algorithms are widely used on websites to […]

Cet article RecSys 2017 conference on algorithmic recommendation has started est apparu en premier sur Market research consulting.

Disney shifts focus to put digital content at the heart of its brand partnerships

by Leonie Roderick @ Marketing Week

Disney is launching its own digital ad network as it looks to “monetise content that hasn’t been monetised in the past”.

The post Disney shifts focus to put digital content at the heart of its brand partnerships appeared first on Marketing Week.

Dove Men+Care and J.J. Redick Call For Care this March Madness

Dove Men+Care and J.J. Redick Call For Care this March Madness


Unilever USA

Dove Men+Care and J.J. Redick Call on Fans to Stand For Care this March Madness

How Halo Remains Relevant Over A Decade After Its Debut

by Benjamin Leong @ Word-of-Mouth and Referral Marketing Blog

How Halo 5’s advertisements smashed into the Top 1% of all iTunes tracks — 14 years after Halo first debuted Ah, Halo. The first Halo game was launched on Xbox in 2001, but the franchise is still going strong 14 years on with the 2015 release of Halo 5. Their branding was so wildly successful that as […]

The post How Halo Remains Relevant Over A Decade After Its Debut appeared first on Word-of-Mouth and Referral Marketing Blog.

Black and Blue

by Rachel Fuhrman @ Social Media Marketing

White and gold or black and blue? This image was all over the internet and quickly become a hot topic of discussion. The seemingly meaningless photo was seen by so many that one company thought they could put it to … Continue reading

CanOWater on its hopes to take canned water mainstream

by Leonie Roderick @ Marketing Week

The water brand is hoping to solve the world’s plastic problem by 'building a cult of people' who will encourage others to switch from bottles to aluminium cans.

The post CanOWater on its hopes to take canned water mainstream appeared first on Marketing Week.

Marketoonist on PowerPoint pitches

by Tom Fishburne @ Marketing Week

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

The post Marketoonist on PowerPoint pitches appeared first on Marketing Week.

Upcoming Events w/ Jake & Bill Cunningham

by Jake @ White Dove Global

The post Upcoming Events w/ Jake & Bill Cunningham appeared first on White Dove Global.

Interview w/ Dr. Ginger Bowler – Light Therapy

by Jake @ White Dove Global

Thank you Ginger! The Friday FOCUS! March 3rd, 2017 – Dr. Ginger Bowler – Light Therapy Enjoy! – Jake Cunningham For more information on the In Light Wellness Light Therapy products, contact me today. Email: Jake@whitedoveglobal.com DOWNLOADS:  

The post Interview w/ Dr. Ginger Bowler – Light Therapy appeared first on White Dove Global.

Apple, Nike, BT Sport: The top 10 YouTube ads in August

by Leonie Roderick @ Marketing Week

The most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.

The post Apple, Nike, BT Sport: The top 10 YouTube ads in August appeared first on Marketing Week.

Market research : evolution of food purchasing behaviors on the French market

by Pierre-Nicolas Schwab @ Market research consulting

Every 7 years French institue Anses releases a major study on the evolution of nutrition and food/drink habits on the French market. We reviewed their latest 2017 report (2014-2015 study) and have com […]

Cet article Market research : evolution of food purchasing behaviors on the French market est apparu en premier sur Market research consulting.

What Can Brands Learn About Marketing From Street Art?

by Julia Schur @ Dove – The Content Strategist

It's time for marketers to color outside of the lines.

The post What Can Brands Learn About Marketing From Street Art? appeared first on The Content Strategist.

Consumer behavior : why do we leave online reviews?

by Pierre-Nicolas Schwab @ Market research consulting

On the occasion of the RecSys 2017 conference I was fortunate to attend Prof. Lowenstein‘s inaugural talk that offered an inspiring overview of behavioral economics applied to recommendation sys […]

Cet article Consumer behavior : why do we leave online reviews? est apparu en premier sur Market research consulting.

Should your brand launch a youth sub-brand?

by Leonie Roderick @ Marketing Week

More companies are launching sub-brands to appeal to a younger demographic, but they would be wise to take a look at the parent brand instead.

The post Should your brand launch a youth sub-brand? appeared first on Marketing Week.

Uber

by Shaun Verma @ Social Media Marketing

Uber is a company that drives brand identification through an interdisciplinary team. It’s a company that has absolutely captured the groundswell from ground up, and there is no better place to see this than on their social media. The integration they … Continue reading

The Haters Have It Wrong: The Ice Bucket Challenge Is a Case Study in Great UGC Marketing

by Tamarra Kemsley @ Dove – The Content Strategist

The ALS Ice Bucket Challenge stands as a testament to the power of campaigns that inspire people to create compelling content around a simple concept—something the marketing world has known about for some time.

The post The Haters Have It Wrong: The Ice Bucket Challenge Is a Case Study in Great UGC Marketing appeared first on The Content Strategist.

Beautiful Campaigns, Twitter’s New Ads, Cry at Your Desk

by Ritika Puri @ Dove – The Content Strategist

Women, you're more beautiful than you think. That's the valuable takeaway from Dove's most recent video campaign.

The post Beautiful Campaigns, Twitter’s New Ads, Cry at Your Desk appeared first on The Content Strategist.

Uber brand takes another hit as it loses London licence

by Sarah Vizard @ Marketing Week

Transport for London says Uber is not “fit and proper” to hold a private hire operator licence as it raises concerns over a lack of corporate responsibility.

The post Uber brand takes another hit as it loses London licence appeared first on Marketing Week.

Dove opens first popup store in Paris : it's superb

Dove opens first popup store in Paris : it's superb


Market research consulting

Dove opened its first popup store ever in Paris. This neat, glamorous popup shop allowed visitors to personalize a piece of soap.

Shell is rather pleased with the duopoly

by Seb Joseph @ Digiday

Shell’s social media boss takes a sympathetic stance on the duopoly.

The post Shell is rather pleased with the duopoly appeared first on Digiday.

Iconosquare

by Joseph Carlini @ Social Media Marketing

When a company is using social media to market their product, they use many different platforms. Twitter, facebook, and Instagram are three of these platforms as examples. Using these platforms effectively can really help in growing awareness about a product … Continue reading

Winning Over Female Beauty Consumers in India - A Lesson From Dove - GFluence

Winning Over Female Beauty Consumers in India - A Lesson From Dove - GFluence


GFluence

The Dove “Real Beauty” campaign has an iconic status among marketing circles. Using “real” women who buy the products instead of models seems simple, yet it defied everyday advertising practices. After major success in the West, Dove continues to reinvent its famous advertising campaign in other countries. Taking in account cultural specifics it snatched its share of female beauty consumers in India’s market. Let’s take look how the famous beauty products company adapted its western marketing strategy to make it in India.The Original Dove Real Beauty CampaignIt all started in 2003 in the UK. Remember these billboards?Source: Creativebrief.comSince then [...] Read more

Dove: Body confidence campaigns prove our authenticity

Dove: Body confidence campaigns prove our authenticity


Marketing Week

Dove says it “walks the talk” when it comes to its body confidence campaigns, as it launches a toolkit to tackle body image anxiety among children.

Almost three in four global marketers still unaware of full GDPR implications

by Sarah Vizard @ Marketing Week

The new European data laws are set to come into effect in just nine months time but one in four marketers are still only in the planning stage of ensuring compliance.

The post Almost three in four global marketers still unaware of full GDPR implications appeared first on Marketing Week.

Mark Ritson: Spreadsheet jockeys are misunderstanding the marketing funnel

by Mark Ritson @ Marketing Week

Too many people are confusing the marketing funnel, thinking it is all about marketers when really it's all about the consumer.

The post Mark Ritson: Spreadsheet jockeys are misunderstanding the marketing funnel appeared first on Marketing Week.

Great Marketing Can Transform the Aftermarket Service Industry; Here's Why

Great Marketing Can Transform the Aftermarket Service Industry; Here's Why

by Katie Martell @ THE BLOG -

I believe great marketing can transform aftermarket service products.

This past week in Chicago, I had the chance to speak at The Service Council’s Smarter Services Symposium (whose eponym pays no respect to anyone with a lisp), a gathering of executives responsible for service products - aftermarket purchases - such as service warranties, contracts, parts, and more. 

My discussion focused on addressing one of the biggest challenges facing service executives - service marketing.

The emerging role of aftermarket services.

This service function is facing a period of immense change (what department isn’t?) 

The days of field service, parts operations, call centers etc. as a cost center which is solely the result of a product sale are nearing their end. Today, there’s a growing idea that there should be revenue driven from a service business. 

This department no doubt faces a perception problem - something we can empathize with in marketing - one that limits it to a “cost center” vs “profit driver.” 

The reality is, this function can drive tremendous strategic value within the organizations it serves. (TSC found this year that 92% of Champion organizations consider service to be a competitive differentiator compared to 42% of the entire community.) 

Sure, NPS will increase and CSAT scores will improve, but I’m talking about cold, hard cash. 

Training, installation, and consulting offer another method by which to exceed customer expectations and differentiate the organization. With many companies now looking for an advantage in competitive markets, aftermarket services can offer an edge - one that is sustainable, high-margin, and low-risk. 

One McKinsey analysis across 30 industries showed that average earnings-before-interest-and-taxes (EBIT) margin for aftermarket services was 25 percent, compared to 10 percent for new equipment.

Summarized succinctly in One HBR article

“Being on par with your rivals in performance, price, and quality gets you into the game; after-sales services can win you the game.” 

 

A massive opportunity to shift perception.

Historically, these after-sales services have been seen as a burden, not an opportunity.

I recently spoke to the fabulous Claudine Bianchi, CMO of ClickSoftware, who markets to service executives. She described this perception challenge, saying, "many executives still don’t look at customer satisfaction in terms of the valuation it can have on a company."

In the aforementioned HBR article, its authors revealed many “perceive after-sales services to be a necessary evil… like taxes.” 

Ouch. 

This problem of reputation is due in part to the legacy of services businesses. Seen as a reactive team, many demonstrate their success on the basis of solving a customer's problem - historically measuring (if at all) impact in terms of customer satisfaction. 

That’s a really limiting way of demonstrating value, when the true potential of this team lies in a term well-adopted by marketers - Customer Lifetime Value. In this case, Service Executives should focus on the aftermarket lifetime value of their customers. 

For some industries (gas turbines, helicopters, data storage) the aftermarket lifetime value of a customer can be 40-75% of the initial sales price of the product. In others, it can be 5x more. See more in this detailed benchmarking study by McKinsey.

Talk about leaving money on the table. 

A fundamental switch from reactive to proactive.

To achieve these kinds of growth potentials, Service Executives need to switch from their reactive nature to a proactive culture. 

This was the crux of my recommendations at TSC's event, and I leveraged their own data to make this point.

  • 58% of champions frequently educate customers on products/services compared to 17% of the entire community. 
  • 91% of champions consider it a priority to increase the coverage of their installed based, compared to only 50% of the community. 

Proactive Services Marketing is an enormous opportunity for services teams to dramatically improve their perception by unlocking the value of their aftermarket services.

ServiceMax (another vendor in this space) found that proactive selling can increase revenues by up to 160% within a year.

 

Does the future of aftermarket services depend on marketing?

Maybe.

I think the way to look at it is that we are in this together. 

Marketing is increasingly responsible for the customer experience, of which post-sale is certainly part. We are seeking differentiation in competitive markets, and are held accountable for more and more revenue. The insights gleaned from the front lines of field service technicians can be a gold mine for improving our customer understanding and intelligence. A feedback loop between our teams can help us to tailor products and messaging accordingly.

Marketing needs the aftermarket services function. 

Services, on the flip side, should consider marketing to be an important ally in the business. We can drive growth with engagement marketing that earns trust and compels buyers to take part in services programs. We can leverage your incredible amount of data coming from IoT and connected devices to better segment and personalize our efforts. We can help build the foundation for a cohesive customer experience by helping to integrate service data with sales and marketing systems so that each touchpoint is… the magic word... consistent. We can help to segment customers by their role in the buying committee, or by their specific need based on their usage or product history. 

Marketing can maximize the potential of services, and in turn, drive more impact in our organizations. This is truly a win win. 

And, while we can be your best ally, we can be your worst enemy. “The best service intentions can be derailed by poor sales and marketing activities.” (TSC).

Now is the time to invest in proactive service marketing.

In an informal poll of the room this week in Chicago, 50% of the audience had a dedicated team of service marketers on staff. The other half, did not. 

One attendee from an electronics company followed up with me after the show, sharing that he was the very first product marketing manager for their services department in the organization’s history. That’s 84 years without one.

The need for marketing services is here - and while many organizations aren’t there quite yet, those that win are waking up to this reality. 

Champion organizations are 2X as likely as others to have dedicated service marketers in place to support commercial business growth - TSC.

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Thank you to Sumair Datta and Aly Pinder for inviting me to this year's event, and to Claudine Bianchi of ClickSoftware for her insights.

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Every week I send out new ideas, writings, and interesting links on marketing, business, and life. It’s free & curated by me. Get on the list.

How AI Will Transform Life Sciences Marketing

by Ed Rhoads @ Prophet Thinking

Big data and AI continue to transform the healthcare industry. Learn how life sciences marketing should prepare for opportunities and implications.

The post How AI Will Transform Life Sciences Marketing appeared first on Prophet Thinking.

Apple, GDPR, Nespresso: 5 things you need to know this week and why

by Sarah Vizard @ Marketing Week

Catch up with all the week's news including the launch of the premium iPhone X, Nespresso's first sustainability campaign and Facebook's new ad controls.

The post Apple, GDPR, Nespresso: 5 things you need to know this week and why appeared first on Marketing Week.

Deliciously Ella on her ‘unusual’ approach to marketing

by Michael Barnett @ Marketing Week

Food writer and entrepreneur Ella Mills started Deliciously Ella back in 2012, and it has since grown into a multimillion pound brand. Here she shares the secrets to her success and the role marketing has played.

The post Deliciously Ella on her ‘unusual’ approach to marketing appeared first on Marketing Week.

dove’s beautiful corporate social responsibility

by Cory Richardson @ 602 Communications

The post dove’s beautiful corporate social responsibility appeared first on 602 Communications.

Founder’s Profile: Robbi Anthony

by Firedove @ Firedove Technology

Robbi Anthony is the founder of Firedove. Robbi brings a background in web development, marketing, and technology to any project to make it a success. She uses her experience as a marketing director, start-up founder, and small business owner to make client projects successful, budget friendly, and high quality. Robbi’s has received numerous award for her entrepreneurial […]

The post Founder’s Profile: Robbi Anthony appeared first on Firedove Technology.

CMOs call out inauthentic marketing: ‘Not all brands need to be Dove – often they need to shut up’

CMOs call out inauthentic marketing: ‘Not all brands need to be Dove – often they need to shut up’


The Drum

'Brand purpose' is at risk of becoming another marketing buzzword as more companies attach themselves to passion points – either ethical, cultural or political – without any thought of how it will play out in the longer term, according to a cross-section of industry marketers.

Customer satisfaction is all about expectations : a real example

by Pierre-Nicolas Schwab @ Market research consulting

My good friend (and former customer) Patrick Mascart is in the photo/video business and has also become an expert in aerial photo and video services. Through his agency he has worked for prestigious c […]

Cet article Customer satisfaction is all about expectations : a real example est apparu en premier sur Market research consulting.

The Best of Global Digital Marketing in Dhaka, Bangladesh

by Best Marketing @ Best Marketing

26th September 2016

The Body Shop on how its new owners are trying to revive its ‘activist spirit’

by Thomas Hobbs @ Marketing Week

The cosmetics retailer admits it strayed too far away from being a purpose-driven business under the previous ownership but is looking to turn that around with a new mobile-driven campaign.

The post The Body Shop on how its new owners are trying to revive its ‘activist spirit’ appeared first on Marketing Week.

How Cancer Research UK is preparing for GDPR

by Sarah Vizard @ Marketing Week

In the first of a new series on how marketers are approaching the new EU data regulations, we talk to Cancer Research UK about its preparations and the opportunities around GDPR.

The post How Cancer Research UK is preparing for GDPR appeared first on Marketing Week.

55 agencies with 120 projects enter BalCannes 2017

by Gašper @ Marketing magazin

This year’s BalCannes entries will be judged by separate panels of judges, consisting of marketers (clients), journalists and agency representatives. As every year, the best 25 campaigns will be chosen among submitted entries. Yet for the first time in BalCannes history, top 25 list will be presented by each of three juries on 22 September […]

The post 55 agencies with 120 projects enter BalCannes 2017 appeared first on Marketing magazin.

15 ad campaigns that made marketing history

15 ad campaigns that made marketing history


Typeform blog

Whether it’s down to a heartfelt message, a canny script, or clever branding, 15 marketing professionals share the one campaign they'll never forget.

How Dove Empowered Real Women And Achieved Success in 80+ Countries - Word-of-Mouth and Referral Marketing Blog

How Dove Empowered Real Women And Achieved Success in 80+ Countries - Word-of-Mouth and Referral Marketing Blog


Word-of-Mouth and Referral Marketing Blog

Dove is a personal care brand owned by Unilever originating in the United Kingdom, whose products are sold in more than 80 countries and are offered for both women and men. The company was slow to take off with a lack of global identity and a decentralized product. There wasn’t much of a corporate strategy …

How to Prove the ROI of a Content Marketing Budget to Your End Clients

by Devin Pallone @ Content Equals Money

  Convincing your end client that the returns of a content marketing budget are well worth the investment doesn’t have to be difficult. With the right information to back up your claims, your client will jump at the promise of a surefire thing. Content marketing is a cornerstone of any successful business. Here are three […]

Under Armour

by Anne Smith @ Social Media Marketing

Cross discipline social media teams are very crucial because they can promote your brand and service clients.  It’s important to establish a team and work together in social media.  Majority of Under Armour’s success is because they spend time learning how their … Continue reading

Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women

Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women

by Katie Martell @ THE BLOG -

Let me start with a question. Have you seen Dove’s most recent campaign?

 

Now, Dove is owned by the same parent company, Unilever who sells Axe, male-targeted grooming products with a looooooong history of ads like this:

 

 

Don't get me wrong - this ad is hilarious, just hypocritical coming from the same company promoting the "real beauty" narrative.

Yes, Unilever, tell us again how you lead the fight against unrealistic body standards in the media.

Dove (Unilever)’s body-shaped bottle campaign in the UK (in partnership with Ogilvy London) is yet another example of a company stumbling and crashing head-first as they attempt to traverse the space between women’s body-image in the media, and selling consumer goods.

While the notion that society needs equality between men and women has been around since the 1700s it just happens to be f***ing trendy right now.

I have written before about the exploitation of marketing to womenMore than once.

But the Daily Dot says it best:

“When is a movement not a movement? When it’s a marketing campaign in a movement’s clothing.”

Yeah.

Movements in marketing, done well, are powerful. I just presented on this very topic at Oracle’s Modern Customer Experience in Vegas. But they must strike a tone of authenticity. The most recent ridiculous body shape bottles from Dove miss the mark. I particularly enjoy Jeff Beer of Fast Company’s take on it:

“Dove itself conditioned us against this type of thing. It's too easy. Too shallow. The quality of its past work, means there is no room for half-stepping.

When you raise your audience's expectation, you're simply not allowed to sink back into common gimmickry.”

 

While the marketer in me empathizes with the intention of this latest campaign (I get it, it’s difficult to think of creative ideas to break through the noise,) I can’t help but cringe at the thought of a room full of my peers nodding in agreement at this stunt, saying “you know what - this is a GREAT idea!”

And it’s not just me – the body-shaped bottle nightmare has driven headlines and mockery online:

“I’ve yet to meet the woman honoured and celebrated by plastic bottles on supermarket shelves." – Ruth Mortimer in Marketing Week

“Dove, I have arms, please advise” – Rachel Handler on Twitter

“With this campaign, Dove has moved from celebrating the diversity of the human body to celebrating the diversity of its products’ packaging,” – Clayton Purdom in AV Club

“Have you ever been in the shower, picked up your smooth, perfect soap container and screamed ‘I CAN’T LIVE UP TO THESE STANDARDS!’”? – Aimee Lutkin in Jezebel

Hilarious.

 

Another buzzword nobody needs: Femvertising

Perhaps the worst thing to emerge from all of this is a term that nobody needs - “femvertising” or what Forbes defines as “harnessing feminism in advertising” something Dove has apparently created.

Dove’s “Campaign for Real Beauty” back in 2004 in partnership with Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications was… cute. And it was praised heavily for its message for women – love thyself (then go buy our stuff). The buzz around the campaign drove 30X the exposure than the paid-for media space.

But I have some qualms about this word, “femvertising.” Let’s recap:

·     Feminism = the idea that women should be treated equally to men

·     Advertising = paid announcement meant to sell product

·     Exploitation = taking advantage of someone to benefit from their work

So before we all celebrate the ridiculous concept of “femvertising!” let’s stop and consider the importance of actual feminism, the motivation behind these attempts-at-exploiting feminism, and the very real consequences.

Dove (and every single company for that matter) can do more to support women instead of these dopey, minimizing, lazy, exploitative bottles.

Within the tech space, an industry with devastatingly unequal gender parity set against a narrative of lawsuits, it’s encouraging to read stories like this one, a real SaaS company (client) with two female co-founders who have built a culture of gender equality. They don’t just talk a big game, they bring the concept of equality to life in real business decisions.

Passing the mic back to Ruth Mortimer:

"I like that a brand wants to celebrate women. But here’s a useful guide to doing so. Employ lots of them.

Demand your agencies and suppliers are diverse. Celebrate women for their actual achievements, not just their appearance. Align yourself with causes that benefit women. Continue to show diverse people with diverse figures in your advertising.”

 

If basic decency isn’t enough motivation for companies to support women, women are the ultimate economic accelerator.

Companies with a strong track record of gender diversity are 15% more likely to have higher earnings than their peers. In fact, among all Fortune 500 companies, the ones with the highest representation of women on their boards significantly outperform the others. Read more.

This backlash about Dove shows it’s time to set the bar higher.

 

 ---

I’m going to take this moment to again share pioneering activist Jean Kilbourne’s incredible work to expose the power (and danger) of advertising, since the late 1960s. Take a few minutes to watch her videos. Just do it.

You know what, don’t get up, I’ll embed one right here if you’re skimming this post for the good stuff:

 

 

---

Every week I send out new ideas, writings, and interesting links on marketing, business, and life. It’s free & curated by me. Get on the list.

How university partnerships are helping brands attract the best talent

by Charlotte Rogers @ Marketing Week

Businesses partnering with universities to offer value-added opportunities for students are reaping the rewards when it comes to futureproofing the quality of their workforce.

The post How university partnerships are helping brands attract the best talent appeared first on Marketing Week.

On-demand webinar: Are You Set Up for ABM Success? What to Know Before You Go.

by Katie Martell @ THE BLOG -

Yesterday I had the opportunity to present a live webinar with Jon Russo, founder of marketing performance firm B2BFusion.

Jon is often a voice of clarity to me in what has become a complex world of marketing and sales technology. Choosing the right vendor is enough of a challenge, but making systems work to their full potential is another story.

What's more, making tech work together in stacks can be a major challenge preventing organizations from seeing value in their investments. 

I asked Jon to present his worldview working with clients to find success with ABM tools. Watch the free, on-demand recording of our event, below. One-time registration is required (but is soooo worth it, trust me.)

Are You Set Up for ABM Success? What to Know Before You Go.

Account-Based Marketing tools like Engagio, DemandBase, and Terminus are powerful, exciting pieces of technology. But without the right data and decisions in place, it's like putting really nice shutters on a house without a foundation.

B2B companies must be thoughtful about their ABM setup. 

Join Katie Martell, on-demand B2B marketer, and Jon Russo, B2B marketing operations expert and high-tech CMO as they walk through EXACTLY what companies need to get these tools to work. They'll share a real-life example of how to wrangle data and MAP/CRM integrations to get up and running with account-based strategies. 

Everyone's on a journey with ABM, but some are in different places than others. This session is ideal for anyone who's interested in getting started with ABM, who has bought an ABM tool and wants to improve their implementation, or who wants to see more value from their investment in ABM.

Report: Snap's hardware lab cuts marketing jobs after leadership change

by @ Mobile Marketer - Latest News

The lab that makes the Spectacles video-camera glasses named Mark Randall as its new head.

The Best of Global Digital Marketing in Istanbul, Turkey

by Best Marketing @ Best Marketing

4th May 2016 In cooperation with IAB Turkey

Dove’s Newest Social Experiment Is a Content Marketing Hit

by Joe Lazauskas @ Dove – The Content Strategist

Dove's social experiment films are the Nicki Minaj singles of the content marketing world. They may get mocked on occasion, but they're built to go viral, and oh boy, do they pack a punch.

The post Dove’s Newest Social Experiment Is a Content Marketing Hit appeared first on The Content Strategist.

Dove: The Most Impressive Brand Builder | Aaker on Brands

Dove: The Most Impressive Brand Builder | Aaker on Brands


Prophet Thinking

Dove has grown tremendously in an intensively competitive arena with established competitors largely through their brand building efforts. Learn more.

How data is changing the very model of the modern merchandiser

by Hilary Milnes @ Digiday

E-commerce retailers are competing to offer the most personalized experience to customers who visit their site, a strategy that touches on personalized product recommendations, messages and assortment. But when data is ruling a retailer, where does the buyer fit in?

The post How data is changing the very model of the modern merchandiser appeared first on Digiday.

EDUCTOR64 Software Quick Overview

by Jake @ White Dove Global

The post EDUCTOR64 Software Quick Overview appeared first on White Dove Global.

How To Get Word-of-Mouth: 40+ Successful Examples To Learn From

by Jon Tan @ Word-of-Mouth and Referral Marketing Blog

Over the past year, the ReferralCandy blog has been analyzing and dissecting all sorts of word-of-mouth successes: Established brands, new ideas on Kickstarter, and everything in between. We’ve read countless books and studies about the subject: Made to Stick, Tipping Point, Unleashing the Ideavirus, Contagious… you name it, we’ve probably read it. We’ve learned a […]

The post How To Get Word-of-Mouth: 40+ Successful Examples To Learn From appeared first on Word-of-Mouth and Referral Marketing Blog.

Bonus Videos: Overcoming Marketing Innovation Anxiety

by Lisa Nirell @ EnergizeGrowth

What is marketing innovation anxiety? It happens when we keep postponing innovation conversations and initiatives. Unfortunately, in Western cultures, most of us believe that looking busy is a badge of honor, so we default to the familiar—managing our daily problem inbox. My curiosity around marketing innovation anxiety, and the lack of a true commitment to […]

The post Bonus Videos: Overcoming Marketing Innovation Anxiety appeared first on EnergizeGrowth.

The POWER of LIGHT

by Jake @ White Dove Global

On today’s Friday FOCUS! webinar we learned about Brilliant Light Energy! NASA studies demonstrate cells exposed to LED light therapy exhibit a 150% increase in cellular metabolism suggesting enhanced cellular repair and vitality.  Medical researchers across the globe are currently investigating a wide array of physiologic benefits produced by LED light therapy. LED light therapy is non-abrasive, non-invasive, painless, and […]

The post The POWER of LIGHT appeared first on White Dove Global.

3 Awesome Resources

by Jake @ White Dove Global

Take Charge Tuesday – 3 Awesome Resources for You and Your Business  Check out the following resources that will help you build, grow and achieve better results each month! #1 – Free Book! 108 Proven Split Test Winners! “Simple Tweaks You Can Make To Your Website, So You Can Make More Money Now!” – Russell Brunson Purchase here – https://dotcomsecretslabs.com/free-book […]

The post 3 Awesome Resources appeared first on White Dove Global.

Copyranter takes on ad agencies that shamelessly pilfer creative ideas

by Mark Duffy @ Digiday

There exists an idea theft code among copywriters and art directors. Lately, many creatives have blatantly broken it.

The post Copyranter takes on ad agencies that shamelessly pilfer creative ideas appeared first on Digiday.

The Best of Global Digital Marketing in Colombo, Sri Lanka

by Best Marketing @ Best Marketing

October 2016 In cooperation with Sri Lanka Institute of Marketing (SLIM) More information coming soon!

In A Far Far Away Land: 18 Proven Storytelling Formulas That Will 2x Word-Of-Mouth For Your Brand

by Si Quan Ong @ Word-of-Mouth and Referral Marketing Blog

On a beautiful spring afternoon, ten years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both — as young college graduates are — were filled with ambitious dreams for the future. Recently, these men returned to their college […]

The post In A Far Far Away Land: 18 Proven Storytelling Formulas That Will 2x Word-Of-Mouth For Your Brand appeared first on Word-of-Mouth and Referral Marketing Blog.

Coca-Cola

by Caroline Federico @ Social Media Marketing

  One company that has achieved social media maturity is the Coca-Cola Company. Their innovative thinking has abled them to keep their traditional look, while adding a modern flare. Coca-Cola has achieved social maturity because they have worked hard to … Continue reading

4 Primary Ways to Grow Your Business

by Jake @ White Dove Global

The Four Primary Ways To Grow Your Business Maximizing The Return On Your Efforts In The Four Key And Critical Areas The number one thing… and one of the most important things for any business owner, manager, entrepreneur or professional to realize, is that there are four ways… four principal ways to grow a business – any business. There are […]

The post 4 Primary Ways to Grow Your Business appeared first on White Dove Global.

Aviva campaign designed to ‘make Britain’s roads safer’ banned for promoting dangerous driving

by Thomas Hobbs @ Marketing Week

Both Aviva and Renault have been hit with bans after the ASA ruled that both had glamourised dangerous driving with "irresponsible" advertising campaigns.

The post Aviva campaign designed to ‘make Britain’s roads safer’ banned for promoting dangerous driving appeared first on Marketing Week.

Corona, Innocent and AEG on what it takes to launch a music festival

by Thomas Hobbs @ Marketing Week

As the Summer festival season comes to a close, Marketing Week asks marketers whether it’s worth the risk trying to create the next Glastonbury.

The post Corona, Innocent and AEG on what it takes to launch a music festival appeared first on Marketing Week.

Shock Tactics: PR Genius?

by FormediaPR @ Formedia | PR - Marketing - Design - Web » Formedia | PR - Marketing - Design - Web |

Encouraging Debate Two years ago, Protein World’s Marketing Manager, Richard Staveley, sparked a global social media storm with its “Are you beach ready?” campaign, with people accusing the company of sexism and body shaming. Fast track to today and the marketer has launched a new...

The Real Story Behind the Success of Dove's Campaign for Real Beauty

The Real Story Behind the Success of Dove's Campaign for Real Beauty


MarketingProfs

Marketing Strategy - Contrary to popular opinion, Boomer women aren't in denial about aging. Advertisers are. And the women they're supposed to be trying to connect with are getting annoyed.

What We Can Learn From Dove's Marketing Strategies | Mechtronics

What We Can Learn From Dove's Marketing Strategies | Mechtronics


Mechtronics

Dove by Unilever has evolved to be one of the most trusted beauty product makers in the industry, appealing to women across the world.

5 killer stats to start your week

by Leonie Roderick @ Marketing Week

We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.

The post 5 killer stats to start your week appeared first on Marketing Week.

Facebook, Uber, Evans Cycles: Everything that matters this morning

by Marketing Week Reporters @ Marketing Week

Our round-up of all the marketing news this morning.

The post Facebook, Uber, Evans Cycles: Everything that matters this morning appeared first on Marketing Week.

7 Questions Every Investor will Ask About Your Go-to-Market Strategy

7 Questions Every Investor will Ask About Your Go-to-Market Strategy

by Katie Martell @ THE BLOG -

Many people assume a Go To Market strategy is really just a list of tactics -- trade shows, email, social media, influencers, etc.

Dove Marketing Mix (4Ps) | MBA Skool-Study.Learn.Share.

Dove Marketing Mix (4Ps) | MBA Skool-Study.Learn.Share.


MBA Skool-Study.Learn.Share.

Marketing Mix of Dove analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion). Dove marketing mix explains the business & marketing strategies of the brand.

Dove reaffirms commitment to Real Beauty for 60th anniversary

Dove reaffirms commitment to Real Beauty for 60th anniversary


Marketing Interactive

The campaign features 32 real women across ages and nationalities to show a diverse range of beauty.

John Lewis, Disney & Morrisons: 5 things that mattered this week and why

by Rebecca Aston @ Marketing Week

Catch up on all the important marketing news from the week including Disney's bid for digital ad dollars and John Lewis's focus on social media.

The post John Lewis, Disney & Morrisons: 5 things that mattered this week and why appeared first on Marketing Week.

LinkedIn’s Content Vision, Stronger Connections, Dove Ad Parody

by Ritika Puri @ Dove – The Content Strategist

LinkedIn is becoming a content powerhouse, making sure to execute one core concept — the powerful junction between content, design, and great products.

The post LinkedIn’s Content Vision, Stronger Connections, Dove Ad Parody appeared first on The Content Strategist.

Facebook Insights

by Shaun Verma @ Social Media Marketing

It is no secret that Facebook is the center of most social media marketing efforts. Given that 71% of online adults use Facebook, many companies have their largest pushes on this platform. That is why Facebook Insights, the built in … Continue reading

Represent Communications and Get Interactive partner to expand their native advertising output

by Gašper @ Marketing magazin

Borislav Miljanović (pictured), CEO of Represent Communications, describes the partnership as a logical consequence of many years of work in the field of communications and public relations. “We recognised Get Interactive as a reliable partner with many years of experience in native advertising in the Slovenian market, which provides us with technological and expert support, […]

The post Represent Communications and Get Interactive partner to expand their native advertising output appeared first on Marketing magazin.

Cognitive Marketing: What It Is and How Digital Marketers Use It

Cognitive Marketing: What It Is and How Digital Marketers Use It


Boomtrain

What was the last ad that got you thinking? The last ad you remember that went viral? Chances are it involved cognitive marketing. Here's why that matters.

Dove Drives Its Successful 'Real Beauty' Campaign Into a Wall

Dove Drives Its Successful 'Real Beauty' Campaign Into a Wall


Inc.com

Acceptance is one thing. Asking women to visually categorize their bodies is quite another.

The Best of Global Digital Marketing in Taipei, Taiwan

by Best Marketing @ Best Marketing

9th December 2016 

How Red Bull, Amex, and Dove Win by Proudly Branding Their Content

by Celine Roque @ Dove – The Content Strategist

If Beyoncé worked in content marketing, she might sing, "If you liked it then you should have put your brand on it." As investment in content marketing grows rapidly, many brands are grappling with the question of how strongly they should brand their content.

The post How Red Bull, Amex, and Dove Win by Proudly Branding Their Content appeared first on The Content Strategist.

New Video: The Problem with Personalization

New Video: The Problem with Personalization

by Lisa Nirell @ EnergizeGrowth

A new buzzword among CMO circles is personalization. Many love to extol its virtues. But what are the problems with personalization? How do you define it? I just sat down with Tarek Kamil, the CEO of Cerkl and software visionary extraordinaire, to explore this topic. In this 15 minute video, you’ll learn: The challenges marketers […]

The post New Video: The Problem with Personalization appeared first on EnergizeGrowth.

Don't tweet mean things about celebrities on Oscars night — Dove will come after you

Don't tweet mean things about celebrities on Oscars night — Dove will come after you


Business Insider

Dove's #SpeakBeautiful aims to change the way people talk about body image on social media.

Dove finds the perils of influencer marketing - Digiday

Dove finds the perils of influencer marketing - Digiday


Digiday

VaynerMedia and Coltrane Curtis’ Team Epiphany are competitors. But the former attempted to recruit Curtis as an influencer for a Father’s Day campaign.

Meet the president: Spencer Baim (Vice Media, UK)

by Gašper @ Marketing magazin

New York, when they see it for the first time, can have a profound effect on people. That was certainly the case for Spencer Baim, who says it was the start of a love affair. He adds: “I arrived here at the age of 22 and never left.” Now chief strategic officer of Vice Media, […]

The post Meet the president: Spencer Baim (Vice Media, UK) appeared first on Marketing magazin.

Mothers criticise Baby Dove adverts

Mothers criticise Baby Dove adverts


BBC News

Dozens complain to the watchdog about the campaign which some say is against breastfeeding in public.

How to Test Products – Homeopathic Activation Panel

by Jake @ White Dove Global

Thank you to Bill Cunningham from White Dove Healing Arts for taking the time to share this valuable information regarding How to Test Products using your Quantum Biofeedback system on today’s Friday FOCUS!. For more information regarding the Homeopathy Training and products offered by White Dove, please contact: White Dove Healing Arts Ltd. 10959 Lynne Avenue, Lafayette, CO 80026 Ph: […]

The post How to Test Products – Homeopathic Activation Panel appeared first on White Dove Global.

Digital Marketing Trends To Watch In 2017

by FormediaPR @ Formedia | PR - Marketing - Design - Web » Formedia | PR - Marketing - Design - Web |

It’s been an exciting year in digital marketing, and despite the various ups and downs, the past twelve months have been overwhelmingly positive, with a wealth of new technology shaping the way brands have started to engage with their target audiences. In this fast-paced industry,...

Marc Pritchard: 2017 is the year the bloom came off the rose for digital media

by Sarah Vizard @ Marketing Week

Procter & Gamble's marketing boss says this year has been a big wake-up call for the industry, but believes once the work on transparency is done digital can enter its next phase of mass one-on-one marketing.

The post Marc Pritchard: 2017 is the year the bloom came off the rose for digital media appeared first on Marketing Week.

Listen Well, Speak Up; and 3 more Lessons from Madge

Listen Well, Speak Up; and 3 more Lessons from Madge

by Katie Martell @ THE BLOG -

There really isn’t a word that accurately describes the feeling of walking into a room of over 1000 women.

Part of me was surprised – I mean, I’m so used to conferences being a room filled with mostly men. Another part of me was filled with anticipation - I’d been looking forward to this day for weeks.

It was the 2017 Women’s Leadership Forum, hosted by the Ad Club.

Regardless of how I felt walking in, it’s easy to articulate how I felt walking out:

Emboldened. Activated. Reassured.

One talk among many that day left me feeling particularly energized. It was given by Madge Meyer – a public speaker, author, and former EVP and Chief Innovation Officer at State Street, with a long career at organizations including Merrill Lynch and IBM.

Madge offered concise, yet profound lessons to the room, good and sound advice for both men and women.

1.    Speak Up

Early in Madge’s career, at IBM, she was told by a manager that she’d be no longer invited to his meetings. Why? Her quiet and shy personality.

“You never ask questions or make suggestions. You occupy a seat, and never give me any value.”

Though she was listening, albeit passively, it wasn’t good enough. This is an important takeaway for anyone (talking to you, ladies) who may feel nervous about speaking up in a meeting.

Madge asked her manager for a second chance. She promised to ask at least one question, and make at least one good suggestion every meeting. She was allowed to return.

Studies show (and so does women's collective experience every day) that professional women are actually penalized for voicing their opinions more frequently.

“Male executives who spoke more often than their peers were rewarded with 10 percent higher ratings of competence. When female executives spoke more than their peers, both men and women punished them with 14 percent lower ratings.”

Read more in this NYT article.

The article describes a speaking-up double bind that harms organizations by depriving them of valuable ideas.

While before, Madge would attend passively, she began attending actively – and her success in doing so was predicated on her ability to listen the right way.

2.    How to Listen Well

Madge pointed out that many suffer from selected listening in meetings.

We can all likely relate to this. Who hasn’t interacted with someone who spends entire conversations just waiting for their turn to talk?

For Madge, the difference between passively and actively attending was to cultivate the skill of listening well – focusing on what someone really says, and asking intelligent questions.

She shared the tenets of Ting – the Chinese word for the art of listening, which consists of four elements in its Chinese character; ear, ten eyes, a heart, and a king.

Listen with your ear, but with 100% attention and focus (ten eyes), wholeheartedly, and as if listening to your King.

Wouldn’t that make for different meetings…

3.    Tell People Who You Are

One particular story I enjoyed from early in Madge’s career focused on a series of achievements she made in highly complex technical roles. With degrees in mathematics in chemistry, she worked in… well… literal rocket science.

Despite outstanding work, she found herself passed over for promotion in favor of her male colleagues multiple times. Frustrated, she went to her brother for advice.

What he said to her resonated with me, and the rest of the room, as I saw heads nodding in agreement:

“You’ve got to tell people who you are, otherwise, why would they listen to you?”

Being a Chinese immigrant, she possessed a cultural expectation that her accomplishments would be enough to get her promoted. Her experienced was proving this not necessarily true in America. While she did not want to brag, she realized the importance of outside recognition.

“You must show your value to the business. Doing a good job is not enough.”

Years later, as a manager at State Street, Madge ensured the work her team did was recognized consistently, to the tune of 32 industry awards.  

It's critical to toot your own horn. Be your own advocate.

4.    Never Accept No

Whether it was “you’re no longer invited to this meeting” or “you will never become an EVP” or “the answer is no on this project” – Madge persisted.

In one story shared, Madge had identified a massive cost-savings opportunity for State Street. While it would require some significant change, it would save the organization millions. Her proposal, however, was rejected by a committee who told her – Madge, the answer is no.

Expecting a fight, they were relieved to hear her say “OK” in the meeting, and walk out.

Where she was headed, however, was directly to her manager. She confidently brokered a deal (seriously, love this woman) – to let the results of a test dictate the viability of the proposal. If she couldn’t save the company $10M, they could fire her.

Yeah, she bet her job on it. No pressure. Casual.

Madge ended up saving the company $42M (boom), and earning the trust she so well deserved on her path to EVP.

In this story, she mentioned a piece of advice from her parents:

“When the boat hits the shore, you don’t keep trying to move forward. You turn right or left.”

Never accept no for an answer. Go around, and find a way to make it a yes.

5.    How to Innovate

All of these stories, weaved throughout her experience, built a strong foundation for Madge’s unique understanding of the concept of innovation – something she consults organizations on now. At the end of her talk, Madge shared a kind of alphabet of innovation, at least from A-G.

Innovation is:

Anticipatory, not reactive.

Business focused, not technology-driven.

Creative destruction, not guardianship. It’s very easy to hold on to the old way of doing things. Change is a risk.

Distributive leadership, not command and control. Companies that are top down must consider a culture of innovation, letting all people bring ideas to the surface.

Execution, not just inspiration. Madge recalled a Japanese saying:

If you have a vision with no execution, you have a day dream. If you have execution with no vision, you have a nightmare.

Fast and flexible, not fixed or frozen.

Global mindset nor parochial thinking. Leaders must move past only what they're comfortable with, and reach beyond boundaries.

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I could not get enough of Madge’s easy humor, or her confident humility.

I realize “confident humility” may be an oxymoron, but what I witnessed was a delicate balance of touting her remarkable success, sharing lessons born of mistakes, all delivered with an empathy that left each of us feeling that her journey was – or could be - our own.

 

For more, listen to Madge’s podcast “Innovation is Business as Usual” and read her book The Innovator’s Path.

Thank you to the Ad Club of Boston for having me at the 9th annual Womens Leadership Forum – Stories told, by women bold.

 

 

Every Saturday morning I send out new ideas, writings, and interesting links on marketing, business, and life. It’s free & curated by me. Get on the list.

Dove Real Beauty Sketches – best marketing campaign of the century?

Dove Real Beauty Sketches – best marketing campaign of the century?


Formedia | PR - Marketing - Design - Web

Who would have thought that a brand which primarily sells toiletries, could deliver a promotion that arguably wins the title of best viral campaign?   Dove: how to build a brand In 2004, inter...

Real Beauty? Measuring the Dove Marketing Program's Success

Real Beauty? Measuring the Dove Marketing Program's Success


EnergizeGrowth

More than 10 years after its debut, the Dove Real Beauty program remains a marketing icon and a source of controversy. What did it accomplish?

How to Develop a Successful Business Growth Strategy

by Felicia Rosenzweig @ Prophet Thinking

Through market penetration and expansion, organizations can develop a business growth strategy that works in the long-term. Here’s how.

The post How to Develop a Successful Business Growth Strategy appeared first on Prophet Thinking.

The Best of Global Digital Marketing in Kuala Lumpur, Malaysia

by Best Marketing @ Best Marketing

19th July 2016 In cooperation with Adoi Magazine More information coming soon!

VARHOPE Panel Review

by Jake @ White Dove Global

The post VARHOPE Panel Review appeared first on White Dove Global.

The Best of Global Digital Marketing in Warsaw, Poland

by Best Marketing @ Best Marketing

26th April 2016 In cooperation with NoNoobs.pl

Fine Vines: Atlanta CMO Annual Social Highlights

by Lisa Nirell @ EnergizeGrowth

What do you get when you blend fun conversation, carefully selected wine pairings, and Balinese cuisine? A recipe for a highly memorable Atlanta CMO Annual Social! We celebrated our first year with our Marketing Leaders of Atlanta charter members. CMOs from QASymphony, Innovergent, Walker & Dunlop, iHealth Innovations, and others participated. Many joined me in sipping some […]

The post Fine Vines: Atlanta CMO Annual Social Highlights appeared first on EnergizeGrowth.

Hack your commute: Don’t buy into brain training

by Michael Barnett @ Marketing Week

Marketing Week’s ‘Hack your commute’ series uncovers inspiring and fulfilling ways to spend your journeys to and from work that will expand your mind and broaden your horizons.

The post Hack your commute: Don’t buy into brain training appeared first on Marketing Week.

How marketers are stepping up to take control of media

by Thomas Hobbs @ Marketing Week

Media transparency has become a major issue, but brands including Pernod Ricard, O2 and B&Q are taking steps to ensure they have more control and a better understanding of where their spend is going.

The post How marketers are stepping up to take control of media appeared first on Marketing Week.

Influencer marketing is growing up with tighter contracts

by Yuyu Chen @ Digiday

Multiple influencer agencies have updated their brand contracts to add clarity to social stars' rights and advertisers' campaign requirements.

The post Influencer marketing is growing up with tighter contracts appeared first on Digiday.

Robin Bonn: Don’t miss out as agencies finally toughen-up

by Robin Bonn @ Marketing Week

Smart agencies are taking responsibility; rethinking their lemming-like, pitch-for-anything behaviour. Marketers must press the reset button too, says Robin Bonn, founder of Co:definery.

The post Robin Bonn: Don’t miss out as agencies finally toughen-up appeared first on Marketing Week.

MIFF’s Emotional Trailer from Australia Wins The Best of Global Digital Marketing Awards in April

by Best Marketing @ Best Marketing

Here’s the Top 3 of April 2016:

  1. Melbourne International Film Festival’s Emotional Trailer by McCann Melbourne
  2. KFC’s How KFC Won with China’s Gamers by Mindshare
  3. Tokopedia’s Beyond the Banner by Iris Worldwide Indonesia
Read More…

How Rolex Maintains Its Status as One of the Most Valuable Brands in the World

by Monique Danao @ Word-of-Mouth and Referral Marketing Blog

Rolex has a lot of history. Its watches and timepieces have been worn by the most influential icons in the world. Its been a constant companion of  world leaders, celebrities and influencers. So, it’s always been associated with status and prestige. But how has the luxury brand maintained its place at the top, for more […]

The post How Rolex Maintains Its Status as One of the Most Valuable Brands in the World appeared first on Word-of-Mouth and Referral Marketing Blog.

Public Health England wants to make its brand ‘part of the fabric of society’

by Leonie Roderick @ Marketing Week

The government health body is changing its strategy as it looks to take its “tools out of the marketing world and into everyday interactions with the health system”.

The post Public Health England wants to make its brand ‘part of the fabric of society’ appeared first on Marketing Week.

Dove's "Campaign for Real Beauty" Is the Campaign of 21st Century - Marketing magazin

Dove's "Campaign for Real Beauty" Is the Campaign of 21st Century - Marketing magazin


Marketing magazin

The iconic campaign was picked by every one of the Advertising Age judges as belonging on the list, and one that was described by the panel as “groundbreaking, brave, bold, insightful, transparent and authentic.” As Ad Age states, Dove began its campaign with a global survey in 2004 that found, among other things, that only 23 …

Marketing Mix of Dove - Dove Marketing Mix and 4 Ps

Marketing Mix of Dove - Dove Marketing Mix and 4 Ps


Marketing91

Here is the Marketing mix of Dove which is a subsidiary of its parent company Unilever and is associated with personal care. It is a Flagship brand of HUL.

IAB Macedonia names new leadership

by Gašper @ Marketing magazin

Also, the new Board has been named as well. Besides Eftimovski, it consists of Darko Lazarevski (Kajgana Media), Nikola Ancevski (Ovation), Ira Babić (Brand Union), Damjan Dano (IWM Network), Nenad Ristevski (PublicisONE Mackdonija), Meri Shesho (McCann Skopje), Sashka Nikolova (Media Plan) and Igor Popovski (CrnoBelo Media). The main goal of the Bureau, established in 2012 […]

The post IAB Macedonia names new leadership appeared first on Marketing magazin.

Did 13 of Last Year’s Marketing Industry Predictions Come True? Let’s Find Out

Did 13 of Last Year’s Marketing Industry Predictions Come True? Let’s Find Out

by Katie Martell @ THE BLOG -

Happy New Year. For aud lang syne and all that.

We are well beyond that beautiful limbo of the holiday season, an inevitable opportunity for us as individuals to pause and look back on the previous 12 months.

Maybe there’s a tinge of regret (they are teachable moments), glimmers of brilliance, and hopefully buckets of pride in what we’ve achieved.

In the marketing industry, like all others being changed by technology, this time of year that falls at the end of calendar Q4 and beginning of Q1 is when we make predictions.

Collective groan.

Don’t get me wrong, I love prediction pieces! They have kind of become an industry norm – something every blog and publication tends to run. Many are super helpful expert-POV that help us make sense of the change.

Running a quick Google search will reveal hundreds of articles.

Most often, these predictions are a hugely optimistic look at the months ahead, and a really compelling benchmark - like a time capsule - as to where we are collectively the very moment the calendar year (human construct of time, human construct of time, human construct of time) comes to an end.

In the hype race, customers are left behind.

Now, if you’re situated comfortably within the marketing corner office of a marketing tech vendor (or more likely in a funky open office setting, you know, with the plebians) your predictions likely centralize around whatever it is that you’re selling.

Widget vendor? 2017 is undoubtedly the year of the widget.

If you’re in the media, you’re likely writing or being assigned stories that fall into the greater narrative of the tech industry. (Writing about “AI in marketing” this year? Yeah, you.)

We all know the dangers of hype.

Too often, executives who are making predictions try too hard to… well… sound like they can predict the future. Yes, we should all seek to be thought leaders, on the bleeding edge of our industry, ahead of the game, yadda yadda yadda. But what’s happened in many fields, especially marketing, is a bit of a race that’s getting out of control.

Vendors rush ahead to be innovative (or sound innovative). Our customers can barely keep up. Fast-forward 12 months and it’s time for another set of high-level, pie in the sky predictions that very few practitioners are ready to take advantage of.

Where is the customer in the maturity and adoption of these tactics? Who are you writing for?

They’re still trying to implement 2013’s predictions. Some are stuck in 2009. It’s not their fault, it’s the pace of change that is far more difficult to implement than the time it takes to write a thinkpiece on the future of their industries.

We are really not helping anyone with hundreds of pieces about what’s to come in the year ahead that are grounded in truth only realized by early-adopters, or worse, grounded in fiction.

So, I thought it would be fun to do a brief sanity-check of last year’s predictions. See how right our fortune teller industry luminaries really are.

Note: this is done in jest. I don’t mean to call anyone out, in fact I came across quite a few folks that I know and love and have left all names off my piece.

Let’s get into it: 13 Marketing Industry Predictions from 2016 – Did They Come True?

1.    Digital Marketing will Cease as Marketers Shift to Marketing in a Digital World - Forbes

Forget digital, we’re so digital we’re not even digital anymore.

2.    The Era of Cognitive Commerce has Begun – Forbes

Spoken like a guy who works for a cognitive business technology company, oh wait, he does (IBM).

3.    Real-Time Marketing Analytics will Unite Online and Offline Behavior for Richer Lead Scoring and Nurturing in 2016 – Forbes

I know the predictor behind this one, and he’s a smart cookie. This one is getting closer to the truth, as it hopes phone activities from sales will be included in lead scoring. Also, he works at a company selling insights around phone activity. Moving on.

4.    The arrival of Virtual Reality, combined with a major explosion of streaming and the death of old world distribution models will unleash a new age of what we used to call “TV” – Forbes, and this article too

Oooh a new age. I think ages, by definition, take a few years to shake out, so why don’t we check back on this one in a couple of decades.

5.    Being Human Will Return to Marketing / Getting Back to Basics Will Trump the Sexy, Shiny, New Marketing Vehicle – Forbes

Now these guys are speaking my language. Are these predictions? Or is this a cop out? The jury is out…

6.    The Maturation of Addressable Communications will Advance Across Channels – Forbes

I will take bread with this buzzword soup, yes, thank you. Mmm, delicious.

7.    Intent-based Marketing Has Become a Reality – Forbes

Hello my friend! This predictor is also a very smart marketer who I love and respect. Three guesses what his firm sells.

8.    By the end of 2016, CMOs will no longer present slideware to show their impact on revenue in board meetings– Forbes

Down with PPT!! Right after I finish editing next week's board slides.

9.    In the same Forbes article, there’s one about the importance of data-driven marketing, from a marketing data vendor.

10. Another about sales and marketing alignment from a sales enablement technology vendor. And on it goes.

11. In content marketing, this article predicts live streaming will skyrocket in popularity (I do see a lot more of it from brands. I can’t yet find data on its usage but suppose this is closer to reality.)

12. It also speaks to the rise of personal authority over brand authority – something I harp on with my own clients. I’m behind this one.

13. This one predicts “brand/product/marketing/sales and CS teams will reorganize around innovation and customer experience”—again, let’s check back on that one in a few years. I love the spirit of this, but this one will take a while to shake out. Re-orgs take time…

Looking back, thinking ahead.

Look, while this article is done in the name of fun, I do hope it tempers next year’s slew of prediction pieces back to a pace that both positions your company as an innovative leader in your space, while addressing the real problems faced by your customers.

Otherwise, practitioners are sitting on the train, reading your piece on their phones, thinking “wow. My peers are so much farther along than me.” The truth is, most are not. It’s an illusion.

Speak to where customers are today, while painting a bright future for what they could have tomorrow. This will have more impact than lofty predictions.

In marketing, we can’t afford to be so full of BS about the future of our space. It’s become a joke.

Founders, you don’t need to always fake the illusion that you are somehow light years ahead of the market. No, investors don’t want to hear it. They know the companies that build billion-dollar industries are solving an addressable market problem, at the moment of need, with an eye to what’s to come.  

Next time you write a prediction for the year ahead, do a quick gut check.

Now... where’s the champagne? I’m still celebrating.

Article originally appeared on LinkedIn.

Why El Pais owner Prisa is shifting from header bidding to server-side bidding in 9 markets

by Jessica Davies @ Digiday

Spanish media group Prisa has hit a wall with header bidding, opting for a server-to-server solution that can solve page-latency issues.

The post Why El Pais owner Prisa is shifting from header bidding to server-side bidding in 9 markets appeared first on Digiday.

Market Research : eSport is a 400m customers market

by Pierre-Nicolas Schwab @ Market research consulting

Here’s a sector where we haven’t done any market research so far : eSport. At IBC 2017 I attended a presentation by Michiel Bakker (of Ginx TV) who really caught my attention (it’s p […]

Cet article Market Research : eSport is a 400m customers market est apparu en premier sur Market research consulting.

Confessions of a former agency exec: ‘There is no such thing as an agency model’

by Seb Joseph @ Digiday

A former managing director at an agency, who turned their back on one of the big holding groups, denounces the industry’s search for a new agency model.

The post Confessions of a former agency exec: ‘There is no such thing as an agency model’ appeared first on Digiday.

The one thing Linkedin should do to improve its customer experience

by Pierre-Nicolas Schwab @ Market research consulting

Many regular users of Linkedin that there is one very frustrating things : getting invitations to connect from people you don’t know and without a word of explanation. Nudging users to provide t […]

Cet article The one thing Linkedin should do to improve its customer experience est apparu en premier sur Market research consulting.

Spotify tests self-service ad platform for streamed audio spots

by @ Mobile Marketer - Latest News

Marketers can create a radio spot on the music streaming service for as little as $250.

Facebook responds to growing ‘uneasiness’ over brand safety with new ad controls

by Sarah Vizard @ Marketing Week

The social network is introducing new eligibility standards for publishers and creators that will lay out more clearly the type of content that can be monetised.

The post Facebook responds to growing ‘uneasiness’ over brand safety with new ad controls appeared first on Marketing Week.

How To Go Viral On LinkedIn: 22 Tips From The LinkedIn Pros

by Si Quan Ong @ Word-of-Mouth and Referral Marketing Blog

The story started simple. It started with a request from Dave: “Yo SQ, let’s try to figure out if we could get traffic from LinkedIn back to the blog.” This one question led me down the rabbit hole of LinkedIn marketing — and in turn figuring out how to go viral, get traffic and build a brand. […]

The post How To Go Viral On LinkedIn: 22 Tips From The LinkedIn Pros appeared first on Word-of-Mouth and Referral Marketing Blog.

Whole Foods

by Sara Analoui @ Social Media Marketing

               As a company, Whole Foods as wholly embraced social media at all levels of their company. Whole Food’s main Twitter account has 1.3 million followers . In addition to this main account, hundreds of independent whole food locations have … Continue reading

Dynamic pricing : natural marketing evolution or threat ?

by Pierre-Nicolas Schwab @ Market research consulting

In a recent article the Guardian recalled the story of John Wanamaker who revolutionized retail by inventing “fixed prices”. As incredible as it may seem, until 1861 prices were set accord […]

Cet article Dynamic pricing : natural marketing evolution or threat ? est apparu en premier sur Market research consulting.

Tanya Joseph: Stop treating women as accessories and recognise their purchasing power

by Tanya Joseph @ Marketing Week

Women play minor roles in ad campaigns in a variety of sectors from automotive to utilities, missing their decisive influence in the purchase process.

The post Tanya Joseph: Stop treating women as accessories and recognise their purchasing power appeared first on Marketing Week.

Dove Uses Data, Makes Customers Feel Beautiful

Dove Uses Data, Makes Customers Feel Beautiful


Target Marketing

A recent Infogroup study found that of the marketers surveyed, 47 percent are already seeing ROI on expenditures related to data technology. Data can always help improve targeting and messaging, but in some instances, it can help fuel creativity.

7 SFW Examples Of How Pornhub Generates Word-Of-Mouth

by Jon Tan @ Word-of-Mouth and Referral Marketing Blog

Marketers have long embraced the adage “Sex Sells” but only very recently have they had to ponder what “Sells Sex”. The most difficult question here is… how do you get people talking about porn? Despite its gradual ascension from taboo into the mainstream, porn isn’t something most people talk about having lunch with the in-laws […]

The post 7 SFW Examples Of How Pornhub Generates Word-Of-Mouth appeared first on Word-of-Mouth and Referral Marketing Blog.

Twitter CEO promises overhaul of ‘clunky’ ad offering

by Sarah Vizard @ Marketing Week

Twitter's boss Jack Dorsey admits the platform hasn't done enough to differentiate its ad product or prove to advertisers that it works.

The post Twitter CEO promises overhaul of ‘clunky’ ad offering appeared first on Marketing Week.

Why Marketing ROI Often Misses the Point

by Lisa Nirell @ EnergizeGrowth

It was a crisp fall day in October 2000. I was preparing for a big presentation to the leadership team in Microsoft’s Redmond, WA headquarters. As an outside consultant working for Siebel Systems, I needed to prove myself quickly, and demonstrate that we were generating a solid marketing ROI for them. This was an exciting […]

The post Why Marketing ROI Often Misses the Point appeared first on EnergizeGrowth.

‘A whole new world’: Coke has a sponsorship deal with a virtual soccer star in ‘FIFA 18’

by Ilyse Liffreing @ Digiday

For the first time, Coca-Cola isn't going with a real celebrity or athlete as a sponsor.

The post ‘A whole new world’: Coke has a sponsorship deal with a virtual soccer star in ‘FIFA 18’ appeared first on Digiday.

When everything looks smaller

by Gašper @ Marketing magazin

Vitaminka introduced a new product – Magnus Stobi Flips -, enriched with 30% of peanuts, making each crunchy bite tastier than ever. This time, through the platform “so big that everything else looks small,” the company is communicating its message to a wider audience, especially among younger. TV ad features young Macedonian actresses Natasa Petrovic, Eva Skenderovska […]

The post When everything looks smaller appeared first on Marketing magazin.

Market research : how to set up the price of new products and services

by Pierre-Nicolas Schwab @ Market research consulting

In a recent post I told you the story of my friend Patrick who faced the request of a customer not aware of the price oh his high-end services. This turned into a very frustrating experience for both. […]

Cet article Market research : how to set up the price of new products and services est apparu en premier sur Market research consulting.

The Best of Global Digital Marketing in Mumbai, India

by Best Marketing @ Best Marketing

18th October 2016

24 Questions to Clear Innovation Clutter

by Lisa Nirell @ EnergizeGrowth

What contributes to marketing overwhelm (other than the 7,000 products on the martech chart)? Overstuffed calendars. They create marketing innovation clutter, which hampers growth and competitive relevance. How crowded is your calendar? Among our CMO communities, the predominant cause of marketing innovation resistance is self-inflicted overwhelm. It’s insidious. I have found that it’s usually triggered […]

The post 24 Questions to Clear Innovation Clutter appeared first on EnergizeGrowth.

Fifth SoMo Borac receives record number of entries

by Gašper @ Marketing magazin

The most entries have been submitted in SoMo Social (25) while Digital Mix sees 24 entries. 22 projects are competing in SoMo Content. “We are very pleased to receive a large number of entries in all categories,” remarks Ružica Vrdoljak Ličina, co-organizer of SoMo Borac. “We are especially happy about 16 entries in the category […]

The post Fifth SoMo Borac receives record number of entries appeared first on Marketing magazin.

Experiential Marketing in Action: Dove Real Beauty Campaign - Marketing Operations Group

Experiential Marketing in Action: Dove Real Beauty Campaign - Marketing Operations Group


Marketing Operations Group

The benefits of experiential marketing can be difficult to quantify, but many have created some of the most iconic brands we remember today.

BBB Accredited Business

by Firedove @ Firedove Technology

Firedove is now a BBB Accredited Business! We decided to pursue accreditation because there are a lot of bad actors in this industry, and the BBB is well recognized as an authority on business trustworthiness by both people and businesses. Firedove is already trusted in Spokane, which was made possible by our initial clients who originally took a chance […]

The post BBB Accredited Business appeared first on Firedove Technology.

Bruketa&Žinić OM rebrands to Bruketa&Žinić&Grey

by Gašper @ Marketing magazin

As official press release states, “agency Establishes Itself as a Brand, Product & Retail Design Hub, and a Digital Shopper Hub For the Grey Group Global Network”. The management team from now on  consists of Co-Chairmen and Chief Creative Officers, Nikola Žinić and Davor Bruketa with Siniša Waldinger as Executive Creative Director, Damjan Geber as CEO […]

The post Bruketa&Žinić OM rebrands to Bruketa&Žinić&Grey appeared first on Marketing magazin.

Waltzing Through a Biofeedback Session

by Jake @ White Dove Global

The post Waltzing Through a Biofeedback Session appeared first on White Dove Global.

Workshop on fairness and ethics in recommendation systems

by Pierre-Nicolas Schwab @ Market research consulting

On the last day of the RecSys 2017 conference I was fortunate enough to be in the organizing committee of the workshop on fairness, accountability and transparency in recommendation systems (F.A.T.REC […]

Cet article Workshop on fairness and ethics in recommendation systems est apparu en premier sur Market research consulting.

Is the way you track conversions damaging your campaigns?

by Tina Desai @ Marketing Week

One of the biggest challenges in marketing over recent years has been tracking the value and efficacy of campaigns. Focusing on last-click conversions could be significantly damaging our marketing - but not in the way you think.

The post Is the way you track conversions damaging your campaigns? appeared first on Marketing Week.

Dove Real Beauty Sketches – best marketing campaign of the century?

by Gaby Atkinson @ Formedia | PR - Marketing - Design - Web » Formedia | PR - Marketing - Design - Web |

Who would have thought that a brand which primarily sells toiletries, could deliver a promotion that arguably wins the title of best viral campaign?   Dove: how to build a brand In 2004, international cosmetic brand, Dove, launched its Real Beauty campaign, aiming to empower...

Jumpstart Your Business By Joining These 31 Amazing Facebook Groups

by Si Quan Ong @ Word-of-Mouth and Referral Marketing Blog

Do you know where you can find a whole tribe of people who dress like you, walk like you, talk and act like you? Yes, you probably guessed right. Facebook Groups. (And bonus hi-5 if you caught that Slim Shady reference.) Facebook Groups are a perfect platform for you to meet like-minded people who are […]

The post Jumpstart Your Business By Joining These 31 Amazing Facebook Groups appeared first on Word-of-Mouth and Referral Marketing Blog.

Spredfast

by Caroline Federico @ Social Media Marketing

  There are many different social media monitoring tools that companies can have easy access to. However, throughout my research there was one tool that specifically stood out to me. This social media monitoring tool is called Spredfast. This tool is used … Continue reading

New: Join ReferralCandy’s Affiliate Program And Get Rewarded!

by Raúl Galera @ Word-of-Mouth and Referral Marketing Blog

We have been talking about the importance of word-of-mouth marketing for years, helping thousands of ecommerce stores across many industries make over $55,000,000 USD in referral sales (and counting!) Finally, we have now decided to start our own program. If you love ReferralCandy as much as we do, here’s a good opportunity to get rewarded […]

The post New: Join ReferralCandy’s Affiliate Program And Get Rewarded! appeared first on Word-of-Mouth and Referral Marketing Blog.

Video Marketing Lessons from Red Bull, Dove and GoPro - SproutVideo

Video Marketing Lessons from Red Bull, Dove and GoPro - SproutVideo


SproutVideo

What does it take to make marketing videos that are memorable and emotive? Let's take a close look at how the experts do it.

Next: We won’t retaliate against Amazon, we will learn from them

by Thomas Hobbs @ Marketing Week

Despite Amazon’s own-label fashion brand Find going after its core customers, Next chief executive Lord Wolfson says he won’t slip into 'terrible analogies of war'.

The post Next: We won’t retaliate against Amazon, we will learn from them appeared first on Marketing Week.

2 Quick Tips – Marketing

by Jake @ White Dove Global

Quick Tip #1- Stop Saying Quantum this, Quantum that, Quantum, Quantum … Quantum. Unless you are a quantum physicists and/or is specifically asked about how the technology relates to Quantum Physics, why set yourself up to fail, or trip over your own words, why make your introduction and explanation of what YOU DO, more complicated than it has to be? […]

The post 2 Quick Tips – Marketing appeared first on White Dove Global.

Content Marketing Fails to Avoid in 2017

by Devin Pallone @ Content Equals Money

Content marketing is an art and a science. It is not something a company can (or should) engage in haphazardly. Content marketing paints a portrait of your company – it showcases who you are, what you do, and what you represent. Great content marketing allows a brand to shine, while unfortunate oversights threaten the integrity […]

Hootsuite

by Anne Smith @ Social Media Marketing

Social media management tools have become so popular and many companies rely on these tools.  Hootsuite is a social media monitoring tool that provides social media metrics.  Social media metrics are very important because they increase engagement, customer traffic, and … Continue reading

Apple gambles on premium iPhone X but should its rivals be worried?

by Thomas Hobbs @ Marketing Week

The launch of the $999 iPhone X has been labeled a PR success, but is it really the 'biggest leap' since the original iPhone?

The post Apple gambles on premium iPhone X but should its rivals be worried? appeared first on Marketing Week.

Amazon signs deal for NYC advertising office

by @ Marketing Dive - Latest News

The e-commerce giant has leased space in Five Manhattan West for its advertising division, along with teams for marketing, product design and engineering.

Thomas Barta: Marketers must stop being digitally naïve

by Thomas Barta @ Marketing Week

The label 'digital' makes marketers throw all leadership rules overboard. They shouldn’t.

The post Thomas Barta: Marketers must stop being digitally naïve appeared first on Marketing Week.

Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women

Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women



Let me start with a question. Have you seen Dove’s most recent campaign? Now, Dove is owned by the same parent company, Unilever who sells Axe, male-targeted grooming products with a looooooong history of ads like this:  Don't get me wrong - this ad is hilarious, just hypocriti

Nike

by Joseph Carlini @ Social Media Marketing

A company that has really come together and started to use social media effectively is Nike. While nike is already a really big name, they still have competitors and they are using Facebook very effectively to market their products. When … Continue reading

You Are More Beautiful Than You Think

by Kaitlin @ Dove – Social Media Marketing

According to Li and Bernoff, “Groundswell is as a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” Groundswell fundamentally changes how companies relate to their … Continue reading

Why You Should Automate Happy Birthday Emails For Your Customers

by Raúl Galera @ Word-of-Mouth and Referral Marketing Blog

The following is a guest post from our friends at Leumas Digital. Email automation is the key to driving revenue and traffic to your store. It’s when an email is sent out on an action. It doesn’t require anyone to press send, as a piece of software will send it at the correct time to […]

The post Why You Should Automate Happy Birthday Emails For Your Customers appeared first on Word-of-Mouth and Referral Marketing Blog.

John Lewis puts focus on social media with 360 ad trial and new hire

by Thomas Hobbs @ Marketing Week

The retailer is hiring for a new head of brand and social marketing role as it looks to differentiate its retail experience and invest in the brand.

The post John Lewis puts focus on social media with 360 ad trial and new hire appeared first on Marketing Week.

International round-up: Coca-Cola’s new corporate campaign, Uber sues mobile agency

by Marketing Week Reporters @ Marketing Week

Coca-Cola looks to make its corporate brand about more than just Coke Coca-Cola has launched a new corporate branding campaign in the US that aims to portray it as a “total beverage company” and shift the focus away from its most famous product. The spots, which are airing on US TV, feature a wide range […]

The post International round-up: Coca-Cola’s new corporate campaign, Uber sues mobile agency appeared first on Marketing Week.

Mark Ritson: Google’s lack of transparency should have us all worried

by Mark Ritson @ Marketing Week

Google's corporate mission that suggests openness and transparency is at direct odds with its actions.

The post Mark Ritson: Google’s lack of transparency should have us all worried appeared first on Marketing Week.

ThredUp Luxe to bring expected $10 million by end of year, but struggles to scale

by Bethany Biron @ Digiday

Since launching the beta mode of its new luxury platform in July, resale company ThredUp’s Luxe program is already on track to rake in $10 million dollars in sales by the end of the year.

The post ThredUp Luxe to bring expected $10 million by end of year, but struggles to scale appeared first on Digiday.

Oscars Marketing: Learn from the Best | Appboy

Oscars Marketing: Learn from the Best | Appboy


Appboy

When it comes to making the most of their Oscars marketing, these three brands have it all figured out. Learn from Dove, Google, Pepsi, and Samsung.

Global Headline Makers: Stephane Wargnier (Petit Bateau, France)

by Gašper @ Marketing magazin

In France, Petit Bateau is one of those revered brands that belongs in the sacrosanct territory of childhood. The children’s clothing and underwear maker was founded in 1893, which means that every living generation has worn it, bought it and seen its advertising. Even its agency, BETC, has worked for the brand for more than […]

The post Global Headline Makers: Stephane Wargnier (Petit Bateau, France) appeared first on Marketing magazin.

Signs of the Times : an artistic project on algorithmic recommendations

by Pierre-Nicolas Schwab @ Market research consulting

Recommendations are everywhere online but offline recommendations have never been heard of. Until New-Zealand based artists Scott Kelly and Ben Polkinghorne chose to use this widespread technology in […]

Cet article Signs of the Times : an artistic project on algorithmic recommendations est apparu en premier sur Market research consulting.

The Top 4 Best Viral Video Marketing Campaigns of 2016

The Top 4 Best Viral Video Marketing Campaigns of 2016


Jeffbullas's Blog

Using video in your marketing campaigns is a great way to reach your target audience at scale. Learn from the best viral video marketing campaigns of 2016.

How L’Oréal Became a Top Global Beauty Brand

by Monique Danao @ Word-of-Mouth and Referral Marketing Blog

L’Oréal is one of the world’s top beauty brands. In fact, Forbes estimates that it’s worth $107.5 billion! How does the brand maintain its seat at the top? In part, through innovations in technology, beauty and advertising. 1. Makeup.com – publishes great articles and social media posts A quick look at L’Oréal’s Makeup.com reveals beauty […]

The post How L’Oréal Became a Top Global Beauty Brand appeared first on Word-of-Mouth and Referral Marketing Blog.

Dove Ads | Digital Marketing & Social Media Campaigns

Dove Ads | Digital Marketing & Social Media Campaigns


Digital Agency Network

Featuring creative Dove ads, inspiring Dove digital marketing campaigns, social media marketing campaigns, Dove commercials and hot news.

Facebook’s Sheryl Sandberg: Digital is causing the collapse of the marketing funnel

by Sarah Vizard @ Marketing Week

Facebook’s chief operating officer suggests the growing importance of digital and mobile and the speed at which consumers can find information is causing a fundamental change in the way brands communicate.

The post Facebook’s Sheryl Sandberg: Digital is causing the collapse of the marketing funnel appeared first on Marketing Week.

Best Cause Marketing Examples | Successful Campaigns

Best Cause Marketing Examples | Successful Campaigns


CauseGood

These best-in-class cause marketing examples are sure provide you the inspiration you need to launch a successful campaign of your own.

Win Over New Industries for Your Agency in 4 Easy Steps

by Devin Pallone @ Content Equals Money

Change is the essence of company growth – change to accommodate new opportunities, technologies, and goals. Expanding into a new industry is one of the best ways to nurture and develop your brand. Yet proving the worth of your agency to a new industry can be tricky. Lack of industry knowledge and inability to market […]

‘Survival of the fittest’: How ageism issues affect the finance industry

by Suman Bhattacharyya @ Digiday

Banks and financial services companies have come under fire for ageism.

The post ‘Survival of the fittest’: How ageism issues affect the finance industry appeared first on Digiday.

What Great Content Marketing and Football Fandom Have in Common

by Joe Lazauskas @ Dove – The Content Strategist

With the NFL season just a week away, I’m already starting to notice my Sunday night browser history is a mashup of marketing/media articles and reports from the New York Giants practice facility. It’s a reminder that at 26, I’ve come to follow the marketing and media industry—which I cover as the editor of The Content Strategist—in the same way I’ve followed the sport I’ve loved since I was three years old.

The post What Great Content Marketing and Football Fandom Have in Common appeared first on The Content Strategist.

Baby Dove to Launch in U.S.

Baby Dove to Launch in U.S.


WWD

The Unilever-owned brand is entering the baby category with eight products.

Dove Purely Pampering Body Cream with Shea Butter & Warm Vanilla (300ml)
$8.16
Dove Antiperspirant Spray Deodorant For Women 150 ml ( Pack of 10 ) + Our Travel Size Perfume
$32.99
Dove Antiperspirant Deodorant Silk Dry, 48 Hr., 150 ML (Pack of 6)
$16.49
Dove Body Wash, Deep Moisture Pump, 34 Ounce, (Pack of 2)
$26.59
Dove Silky Nourishment Body Cream 10.1 oz
$7.10
Dove Purely Pampering Body Wash, Pistachio Cream with Magnolia, 16.9 Ounce / 500 Ml (Pack of 3)
$17.48
Improved Formulation Go Fresh Dove Anti-Perspirant Deodorant Spray Grapefruit & lemongrass Scent (6 Can)
$16.50
Dove Men + Care Face Lotion Hydrate + 1.69 OZ - Buy Packs and SAVE (Pack of 3)
$19.50
Dove Purely Pampering Body Wash, Shea Butter with Warm Vanilla, 16.9 Ounce / 500 Ml (Pack of 3)
$12.99
Dove Men + Care Clean Comfort Spray Deodorant & Anti-Perspirant 150ML / 5.07 Oz,(6 Pack)
$16.10
Dove Invisible Solid Deodorant, Original Clean - 2.6 oz - 3 pk
$9.55
3 Pk. Dove Gentle Exfoliating Body Wash with Nutrium Moisture 16.9 Oz
$14.99
Dove go fresh Revive Antiperspirant/Deodorant, Pack of 4, 2.6 Oz each
$15.93
Dove Advanced Care Invisible Solid Antiperspirant deodorant 4ct(2.6oz x 4)
$11.74
Dove Men+Care Elements Antiperspirant Stick, Minerals + Sage 2.7 oz, 4 Count
$17.88
Dove Original Anti-Perspirant Deodorant 48h Spray 150 ml / 5 fl oz (6-Pack)
$15.99
Dove Go Fresh Anti-Perspirant Deodorant Spray 150ml Grapefruit & lemongrass Scent (1 Can)
$5.76
Dove Daily Moisture Shampoo and Conditioner 12oz Combo SET **Package May Vary**
$13.48
Dove Go Fresh Cool Moisture Fresh Touch Body Wash Cucumber and Green Tea 16.9 Oz / 500 Ml (Pack of 3)
$14.28
Dove Anti-Perspirant Deodorant, Sensitive Skin 2.60 oz
$7.99
Dove Men Plus Care Body Wash, Deep Clean, 13.5 Ounce (Pack of 3)
$22.33
Dove Beauty Cream Bar Soap, Go Fresh Revive, 100 G / 3.5 Oz Bars (Pack of 12)
$14.65
Dove Men+Care Deodorant Stick Clean Comfort 3 oz(Pack of 3)
$23.22
Dove Go Fresh Pomegranate & Lemon Verbena Deodorant Spray 150 ml / 5 oz (6-Pack)
$18.06
Dove Go Fresh Body Wash, Revitalize, Mandarin & Tiare Flower Scent, 16.9 Ounce / 500 Ml (Pack of 3)
$15.98
Dove Weightless Moisturizers Smooth and Soft Anti-Frizz Cream, 4 Ounce (113g)
$3.99
Dove Clinical Protection Antiperspirant Deodorant, Original Clean, 1.7 Oz (Pack of 3)
$21.98
Dove Clinical Protection Antiperspirant Deodorant, Cool Essentials 1.7 Ounce, (Pack of 2)
$14.49
6 Pack Dove Cotton Dry Anti-Perspirant Deodorant Spray 48 Hour Protection 150 Ml
$17.06
Dove Go Fresh Restore Beauty Bars, Blue Fig and Orange Blossom Scent, 4.75 Oz (Pack of 12)
$18.40
Dove Invs Sold Pwd Size 2.6z Dove Powder Invisible Solid Antiperspirant Deodorant
$10.46
Dove Men + Care Antiperspirant & Deodorant, Cool Silver 2.70 oz (Pack of 4)
$14.99
Dove Advanced Care Antiperspirant, Clear Finish 2.6 oz, 4 Count
$19.52
Dove Ultimate go fresh Cool Essentials Anti-perspirant/Deodorant, 2.6 Ounce (Pack of 4)
$19.99
Dove Advanced Care Anti-Perspirant Deodorant, Revive 2.6 Oz (Pack of 3)
$16.48
DVO2979401 - Moisturizing Gentle Hand Cleaner
$122.28
Dove Original Spray Deodorant Anti Perspirant 150 Ml 5.07oz (Pack of 3)
$11.00
Dove Men+Care Antiperspirant Deodorant, Sensitive Shield, 2.7 Ounce (Pack of 4)
Dove Hair Therapy Daily Moisture Conditioner, 40 Fl Oz
$14.99
Dove Go Fresh Beauty Bar Soap, Cool Moisture, 6 Count
$10.59
Dove Go Fresh Cucumber & Green Tea Deodorant 48h Spray 150 ml / 5 fl oz (6-Pack)
$16.49
Dove go fresh Beauty Bar, Cucumber and Green Tea 4 oz, 6 Bar
Dove Deodorant 2.6 Ounce Adv Care Anti-Perspirant Sensitive (76ml) (3 Pack)
$12.46
DOVE Winter Care Nourishing Body Wash 24-Ounce - 3-Pack
$23.99
Dove Invisible Dry Anti White Marks Antiperspirant Deodorant, 150 Ml / 5 Oz (Pack of 6)
$17.50
Dove Winter Care Beauty Bars - 14/4oz
$28.95
Dove Men + Care Dry Spray Antiperspirant, Clean Comfort (Pack of 4)
$15.83
Dove® Beauty Bath Shower Gel Indulging Cream 16.9 Oz / 500 Ml
$7.77
Dove Men + Care Body + Face Bars Aqua Impact - 6 ct
$12.82
Dove Go Fresh Cool Moisture Body Wash, Cucumber and Green Tea Pump 34 Ounce (Pack of 2)
3 Dove Nourishing and Restore Body Wash 500ml/19.9oz (3X 500ml/16.9oz, Purely pampering-Almond cream with hibiscus)
$17.99
Dove Advanced Care Deodorants, Cool Essentials (2.6 oz., 3 pk.)
$16.87
Dove Nutritive Solutions Daily Moisture, Shampoo and Conditioner Duo Set, 40 Ounce Pump Bottles
$24.90
Dove Men + Care Body & Face Wash, Sensitive Shield 13.50 oz (Pack of 3)
$20.70
Dove Go Fresh Revive Anti-Perspirant Deodorant Stick for Unisex, 2.6 Ounce
$6.69
Dove Men + Care Extra Fresh Non-irritant Antiperspiration 5 Pack
$24.99
Dove Invisible Dry Anti White Marks Anti-Perspirant Deoderant
$5.12
(Duo Set) Dove Damage Therapy Intensive Repair, Shampoo & Conditioner, 12 Oz. bottles
$13.19
Dove Men+Care Body and Face Wash, Clean Comfort 18 oz
Dove Damage Therapy Daily Moisture Shampoo, 2.8 Pound
$14.99
Dove Men Care Non-Irritant Antiperspirant Deodorant, Extra Fresh - 2.7 Ounce (5 in Pack)
$22.47
Dove Nutritive Therapy, Nourishing Oil Care, DUO Set Shampoo + Conditioner, 12 Ounce, 1 Each
$12.98
Dove Men+Care Post Shave Balm, Hydrate+ 3.4 oz (Pack of 2)
$12.65
Dove Beauty Bar, Pink 4 oz, 14 Bar
$17.99
Dove Original Beauty Cream Bar White Soap 100 G / 3.5 Oz Bars (Pack of 12) by Dove
$16.99
Dove Shave Gel Sensitive 7 oz. (Pack of 3)
$17.26
Dove Cotton Soft Anti-Perspirant Deodorant Spray Dry 48 Hour Protection (Pack of 6) 150 Ml by Dove
$20.98
Dove Clinical Protection Anti-Perspirant Deodorant Solid, Revive 1.70 oz(Pack of 2)
$13.48
Dove Shampoo, Dryness & Itch Relief 12 oz
$5.59
Dove Body Wash Deep Moisture 24 oz, Pack of 3
$15.16
Dove Purely Pampering Body Wash, Coconut Milk (24 fl. oz., 3 pk.)
$24.09
Dove go sleeveless Antiperspirant, Beauty Finish 2.6 oz, 2 Pack
$4.99
Dove Beauty Bar, White 4 oz, 2 Bar
Dove Men + Care Revitalize Face Cream Lotion 1.69oz (Quantity 1)
$4.97
Dove Oxygen Moisture Shampoo and Conditioner Set 12 Ounce
$13.85
Sensitive Skin Unscented Moisturizing Cream Beauty Bar By Dove, 12 Count 4 Oz Each
$19.99
Dove Beauty Bar, Sensitive Skin 4 oz, 6 bar
$12.99
Dove Regenerative Nourishment Shampoo and Conditioner Set, 8.45 FL OZ each
$15.99
Dove Purely Pampering Shea Butter Beauty Bar with Vanilla Scent Soap 3.5 Oz / 100 Gr (Pack of 12 Bars)
$17.48
Dove Antiperspirant Deodorant, Powder 2.6 Ounce, (Pack of 6)
$21.36
Dove Body Wash Deep Moisture 24 oz, Pack of 3
$15.16
6 Cans of Dove Men+Care Invisible Dry 150ml Anti-Perspirant Anti-Transpirant Spray
$18.72
Dove Clinical Protection Antiperspirant Deodorant, Cool Essentials 1.7 oz
$7.72
Dove Sensitive Skin Nourishing Body Wash, 12 Ounce (2 Pack)
$19.33
Dove Men+Care Body Wash, Extra Fresh 23.5 Ounce (Pack of 2)
$20.45
Dove Men + Care Face Wash, Hydrate, 5 Oz (Pack of 3)
$18.40
Dove Men+Care Body Wash, Extra Fresh 13.5 oz, Twin Pack
$16.99
Dove Hs Srength/Shine Xho Size 7z Dove Hs Srength/Shine Xhold 7z
$8.77
Dove Dry Shampoo Refresh and Care Volume and Fullness, 5 Ounces, 3 Pack
$16.80
Dove Men+Care 2 in 1 Shampoo and Conditioner, Fresh and Clean 25.4 oz
Dove Sensitive Skin Unscented Hypo-Allergenic Beauty Bar 4 oz, 2 ea (Pack of 2)
$11.14
Dove Men + Care Body & Face Wash, Clean Comfort 13.50 oz ( Pack of 3)
$16.10
Dove Men + Care Fortfying Shampoo+conditioner 2 in 1 32fl Oz
$16.05
Dove Go Fresh Cucumber & Green Tea Scent, Antiperspirant & Deodorant Stick, 1.4 Oz / 40 Ml (Pack of 4)
$9.98
Dove Body Wash, Sensitive Skin Pump, 34 Ounce (Pack of 2)
$27.33
Dove Body Lotion, Cream Oil Intensive, 13.5 Ounce (Pack of 3)
$23.49
Dove Damage Therapy Cool Moisture Shampoo (12 oz) and Conditioner (12 oz)
$11.99
Dove Go Fresh Antiperspirant & Deodorant, Cool Essentials - 2.6 oz - 2 pk
$12.99
Dove Go Fresh Antiperspirant Deodorant, Restore, 2.6 Ounce (Pack of 2)
$9.11
Dove Men+Care Body and Face Bar, Deep Clean 4 oz, 6 Bar
$9.39
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