How to Use Youtube to Increase Sales this Holiday Season

As we learned specialized influencers are becoming more beneficial to companies than say celebrity sponsors. This holiday season youtube will become a main place for people to get ideas for gifts and for accessibility for consumers. There are 5 ways that companies are sneaking their product into your favorite beauty or fashion influencers youtube video or channel.


Source: BeHappyTips

  1. Unboxing

This is when the youtuber receives a box and filmed there process of opening up the package to show how a certain product appears when a person opens it. This is especially popular for sneaker influencers, tech influencers, and make up influencers. Many companies have enhanced their boxes so that people get more then just the product they ordered.

2. Hauls

Beauty, retail, and fashion influencers are most popular with this technique.  They go out and buy products and show their viewers what they purchases with their review of the product. They usually pair the item with something to show their viewers how to style the piece or similar pieces.

3. Shopping Vlogs

Influencers take their followers on a journey to the actual store and video blog what their experiences were like. They show the clothes that they are looking at, capture the whole experience. This could be beneficial with new parents, college students, people moving and retail influencers.

4. DIY

When influencers make something that could inspire crafts or home improvement ideas to their viewers. This would be great for stores that sell home improvements or furnishings.

5.  Fashion Shows

This is for luxury brands, youtubers attend fashion shows and film their experiences. This is also used for store pop up shops and luxury brand special openings.

There is a huge opportunity with these influencers because company promotions are more natural and you are reaching a larger target audience. Many youtubers also build strong loyalty with their viewers so if a youtuber trust a company they will get their audience to invest time with a brand.

-Clare Duffy



Team 7 Group Update

tow_logo_black_lettersSo far our group has chosen Toyota of Wallingford because our group member Amanda works there and is able to get access to valuable information.  Through conversations with management, we found out that this dealership in particular is not very active when it comes to advertisements, but does have a few radio ads running on a local station, as well as two Spanish-speaking commercials that are still in the creative stages.  This provided us with an opportunity to expand their advertisements in print, OOH, and radio with a specific allotted budget provided to us.  We’ve decided to advertise locally in our limited budget, but nationally with our unlimited budget.  We were also able to learn how large our hispanic audience is from insights provided by management.  At this point, we created three buyer personas: Hispanic, young adult, and growing family.

After our buyer persona’s and target audience were identified, we continued to use data collected from GFK MRI studies to determine which publications would be most successful to our brand.  In this project, we were able to provide rationale as to why we chose the publications we did, explained our goals and objectives of our advertisements, and created a media strategy with specific types of ads assigned to certain months.  We were able to determine that our local advertisement costs fit into the budget allotted to us by the dealership.  We also determined our unlimited media costs for ads running in our unlimited budget.

Overall, we are running on track with reaching our projected goal to create the best and most efficient media plan for Toyota of Wallingford.

by Kristina Montoro

How Location-based Marketing Can Benefit CertaPro

Recently in class, we quickly touched upon geographical agents that essentially send advertisements to consumers when they enter that geographical area. There are a few different types of location-based marketing tools. I would like to focus on Geofencing and Beacons. A Geofence is a digital or imaginary ‘fence’ around a certain location that allows an advertisement to pop up on a consumer’s device. Beacons essentially do the same thing but the owner of the device can move its location.

Watch this video of Geofencing to further understand.

Watch this video on Beacons to further understand.

Watch this video on the differences between Geofencing and Beacons.

As a connection to my company, CertaPro, I can see them utilizing this technology to their benefit. Since a CertaPro is often on the move other than their office location, they could benefit from a Beacon. Buy one of the beacon devices and have the employees take it to a job site. This way when consumers are driving by or friends or customers of that location they are painting will receive further information about CertaPro. They could also use this as a way to give deals out. For example, if CertaPro is painting a family home and they leave a beacon on location during the duration of the job then when or if the family has friends or family over CertaPro can have a coupon of some sorts send to the phones to get a deal on their services. Essentially a digital version of having a sign out on the front lawn with your company name, as most companies do now.

This new device could really change CertaPro’s marketing success and I think that these devices are going to become more and more popular with all different types of companies.


Emma Mikesh

Media Strategy 314

More on location-based marketing devices and sources.

Incorporating Social Media into your Media Strategy

The use of social media in your media strategy is now more powerful than ever. Social media is a great tool to create strong personal connections with consumers. Many marketers will create social media with no clear plan. Throughout our class we have discussed how important social media is as to other forms of marketing. Just like you would for any other form of advertisement, you should create a detailed plan for your social media pages as well. Companies need to build a clear strategy for their social media pages that answers the questions: what you are trying to achieve, who your customers are, and what your competition is doing.

Here are tips to help you get started:

Understand your Goals

What is the end goal your company is looking to gain out of a social media campaign. This may be increase sales, or brand awareness, for some it may be to increase website traffic. Focus on one or two of these goals to really put your focus on.

Create Measurable Objectives

Your objective should be clear. Use the SMART method, your objectives should be Specific, Measurable, Attainable, Relevant, and Time-based. Objective should correspond to your business goals and are time limited. You should have a timeline of when you want to achieve these goals by. Your objectives should also be measurable.

Characterize your Customers

Understand who your customers are. The best strategy to do this is to create buyer personas. Create detailed profiles for your customers, as we did for our brands in our target audiences.

Look at Competition

Don’t ignore your competition, they are targeting the same customers as you. Find three or four of your biggest competitors and do some research on them. Examine their social networks and determine what kind of strategy they have used.

Develop Your Messages

Create a set of key messages you want to tell. From there choose two or three of your strongest messages. Each one you should then break down to create a simple messaging hierarchy. Also – it’s okay to adopt some of your competitors message ideas but make sure to make them original to set you apart, be creative.

Choose Your Channels

All social media platforms are different. Find the ones that are the perfect fit to what you are selling, and who your are speaking to. It is also a good idea to use correct influencers who would be able to reach your target audience, find the most appropriate bloggers or social media influencers.

Build a Content Plan

Create a content plan that will deliver engaging material. The content should be aligned with your messaging and should be appropriate for the platforms you are using. Once you have a online social presence, do not forget to always post fresh new material.

– Amy Peterson, Group 6

Sources Used:

Group 2 Update

Recently I got back in touch with my old boss John and Galloping Hill Golf course to discuss his marketing goals, financials and vision of Galloping Hill. He discussed how important the banquets sector of the company is as it accounts for over half of the venues total revenue. He said that his future goal for the Banquet and Catering department is “Continue to maximize growth via increased per event spend and exposure to additional segments”. I thought it was very interesting how he hoped to maximize growth by increasing exposure to new segments as we just recently did a project on buyer personas and strategies on the best ways to reach those target customers. We also discussed his strategies and tactics concerning communication and engagement with customers. He said that he planned to improve web traffic by implementing a compete redesign and also improve SEM and SEO, which we also talked about in class. His tactics for that include continuing to utilize Logical Position to generate facility leads via paid search and modifying spend per location based on time of year and expected results per department. He also talked about email marketing and how it is his most effective tool with communicating with customers. They segmented their email list to target selected customers to take advantage of their multifaceted facility, to provide unique content and awareness to many types of events. This year they have sent 40 email campaigns to over 28,000 emails in the database with an open rate of 5% but for next year their goal is to send 45 campaigns to 30,000 emails with an open rate of 8%. They plan to accomplish this by developing catering specific emails and target engagement and not just offerings. They also plan to advertise seasonal sales and promotions that fit themes and holidays. In terms of Social and Digital media Galloping Hill plans to increase customer engagement by creating a strategy for real time responses to follows, post engagements, likes and comments. We also discussed advertising including how he plans to continue utilizing several local print and traditional advertising outlets to reach our target audience.  His primary objectives of advertising are to connect with target audiences to promote brand development and to attract new business. He also mentions that he views marketing dollars as a resource to cultivate business in our respective funnels. All of this information was very helpful as we plan to complete our next project of the limited budget media plan and it was very interesting how during out conversation I could connect back to the different things we talked about in class allowing me to apply the lessons I learn to real life situations with a company I used to work for.

By Nina Peppel

Effective Landing Pages

Last week in class we discussed the importance of landing pages, and how they impact the success of a company’s advertising.

A landing page is essentially a designated page on a company or organization’s website that is tied directly to an advertising campaign. Whether it is for a product, service or even just a link to sign up for company emails, a landing page gives consumers the opportunity to directly make a transaction.

According to Forbes, there are many key elements a company or organization must incorporate into their landing page.

  1. Incorporate images: Since the human brain is automatically attracted to visuals, images allow us to process information more quickly than through text. Images must be large, eye-catching, high-quality, and relevant to the page in order to be effective.
  2. Include a great headline: It is important to create a headline that draws in your consumers, making them want to read more. A headline should be informative, yet interesting to ensure the consumer stays engaged.
  3. Explain your product: A company’s purpose should be clear and evident on their landing page. It must explain to consumers what the product or service is, as well as how and why it relates to the consumer. The key is to focus on the consumer, and put yourself in their shoes. Focus on how your product is going to help make their lives easier. Why should they care?
  4. What does your customer have to lose?: Since people are naturally motivated to avoid any loss, consumers are more likely to purchase a product to prevent them from losing anything. A company should use this to their advantage and show users how they could experience a loss without the company’s product.
  5. Offer testimonials: Testimonials are a great way to to influence potential customers. When people read about other consumers with positive experiences with product or service, they will ultimately be more open making a purchase. A landing page should include multiple descriptive testimonials from past consumers, along with pictures to increase believability. Never create fake testimonials – not only is this unethical for a business, but it is also illegal.
  6. Provide multiple ways to contact you: In order to prove that your company or organization is legitimate, you must include a variety of different ways in which a consumer can contact you. Include your company’s phone number and email address, as well as specific times that they can reach you for support.

Landing page examples:


Michaela Salamone, Group 8


  • The Beginner’s Guide to Email Marketing (PDF on iLearn under ‘Resources’ tab)

Snapchat Is Opening Up Pixel Tracking for Marketers to Measure Cross-Platform Stats

In the past few weeks, Snapchat has begun to open pixel tracking for marketers to measure cross-platform statistics. This decision is a big step for Snapchat in the field of data analytics. Before pixel tracking there was no direct way to tell if someone bought a product after seeing an ad. In Snapchat’s new strategy, a code will allow advertisers to track specific actions someone takes after seeing an advertisement on the app. The goal of the plan will be to lower the cost per purchase for ads and improve consumer targeting. These stats are critical in determining the effectiveness of an ad campaign. Being able to gain quantifiable results is important in assessing the ad’s return on investment.

In class we often talk about media measurement and evaluation. We are always trying to directly correlate revenue with our advertisements to see how useful they are. These data pixels that Snapchat is implementing will track real time data within 28 days and find a correlation. We will now finally know, if snap ads lead to your website traffic. Another perk of the pixels is the long-term knowledge that companies can gain. At the end of the year you can hone in on specific audiences and spot out trends.

This is a big step for Snapchat so that it can compete with big companies like Microsoft and Facebook. Microsoft and Facebook use similar tactics and although Snapchat may be late, their analytics may be the most important because of the widespread popularity of the app. Data analytics is the future of advertising and it is cool to see Snapchat entering the field.

-Brendan O’Sullivan

Group 6

Snapchat and NBC Launch a Content Studio Together

Snapchat is partnering with NBC to create original content to be displayed on Snapchat itself featuring content from popular NBC television shows.  This deal marks a new era between the partnership of these two super-companies that will hopefully raise impressions and awareness of NBC shows.  In the past, NBC’s The Voice has been featured on Snapchat in a mini series beginning a 500 million dollar investment.  This mini series featured celebrity judges from the televised show such as Adam Levine, Blake Shelton, ALicia Keys and Miley Cyrus.  This Snapchat series allowed interactions between fans and contestants allowing contestants to submit a 10 second snap of themselves singing.  From there viewers were able to vote on which contestant would move on to the next round.  This was a hugely successful series was able to bring in Snapchats first Emmy Award nomination in 2017 for creative achievement in interactive media within an unscripted program.  The VP of content for Snap added, “‘The Voice’ on Snapchat has broken new ground from the beginning — it is exciting that the first (Snapchat) Show produced by a TV network for our platform is our first Show to get nominated for an Emmy. This is a testament to the great talent and creativity of our partners at NBC Entertainment and we’re thrilled for them”( Voice Snapchat

Even though this was an impressive feat accomplished by Snap and NBC, there are major forces they need to consider when moving forward that may cause problems for them if they ignore.  The first is that Snapchat and NBC both need to continue to innovate their programs because every time they come up with a new feature, it is almost immediately cloned by competing networks such as Facebook.  Facebook has been known to ride the tails of major networks- especially Snapchat with it’s features such as Instagram and Facebook Stories, that allows users to post 10 second videos and share it simultaneously with all of their followers.  They have also snagged facial recognition technology which allows face filters on the users.  Another great force at play that these large networks need to watch out for is the changing landscape of content creation, funding, and licensing.  These application improvements and software updates are becoming more common, and it is very easy for application developers to fall behind.  There is more of a chance for viewers to leave the page, or the application if it is not performing as fast, and accurately as the consumer desires.

Image result for the voice on snapchat

This innovative tactic by NBC and Snapchat to use a social media platform as a source of marketing a television show is an extremely tactical and successful action.  As more and more people are switching over to internet streaming services and moving away from traditional TV, integrating content into a social platform to attract viewers was an extremely successful plan.  However, it is not just NBC and Snapchat who are changing the social and entertainment industries.  Tech giants such as Apple hacve set aside more than 1 billion dollars for acquiring and producing original content in 2018.  Youtube has even funded its own team of creators on the platform for a few years now as well.  It will be exciting and entertaining to see how major television networks and entertainment channels will continue to integrate themselves into social platforms in the future.

by Kristina Montoro

Group 7

Turning One Star Reviews into an Advertising Campaign

In today’s day and age where almost everyone has access to the internet and everyone wants their opinions to be heard, it is inevitable that companies will receive quite a few negative comments and reviews online. Sites such as Yelp and Trip Advisor serve as a platform where anyone can rate their experiences with companies, institutes, and more. As we discussed in class, social media is also commonly used as a platform for people to share their opinions and experiences. Marist College itself gets a fair share of negative comments and feedback on their posts, most of which are politely address by other students. Negative comments that are often nonsensical, rude, or simply don’t make sense are so prominent that the internet has coined the term “internet trolls” to describe the people who spend their time writing them.


A ski resort in Utah is no exception to the negative comments of these so-called “trolls.” However, they decided to take their negative comments and reviews and turn them into something beneficial and entertaining to the resort. Using reviews left on Trip Advisor, Facebook, and the resort’s comment cards given to guests to leave feedback, the resort has created a comical ad campaign centered around their negative feedback.

In one advertisement you see a man falling off of his skis and sliding down a mountain with a review left by Greg from Los Angeles. The review reads, “Too advanced: I’d heard Snowbird is a tough mountain, but this is ridiculous. It felt like every trail was a steep chute or littered with tree wells. How is anyone supposed to ride in that? Not fun!” The ad pokes fun at people like Greg who can’t handle more advanced slopes and are not at the resort to experience the thrill of a challenging ski trip. The resorts Director of Marketing Dave Amirault explains the campaign as a way for them to embrace the uniqueness of Snowbird and to grab the attention of more advanced skiers.

The approach taken by the Snowbird Ski Resort to address their negative comments is very unique and clever. It manages to not only show how ridiculous their negative comments are, but also emphasizes the uniqueness and entertainment of the resort. Anyone could address their negative feedback by responding online or issuing an apology, but creating an entire campaign out of them to highlight the company’s weaknesses and turning them into strengths is incredibly innovative and stays true to Snowbird’s brand.

-Amanda Cote

See articles below:

Snowbird spotlights one-star rating in latest ad campaign